	{"id":65862,"date":"2022-02-02T14:19:28","date_gmt":"2022-02-02T14:19:28","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&#038;p=65862"},"modified":"2024-09-20T17:45:48","modified_gmt":"2024-09-20T16:45:48","slug":"how-to-scale-personalization-efforts-with-data-driven-marketing","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/how-to-scale-personalization-efforts-with-data-driven-marketing\/","title":{"rendered":"\u5982\u4f55\u5229\u7528 data-driven \u8425\u9500\u6280\u672f\u6269\u5927\u4e2a\u6027\u5316\u8425\u9500\u89c4\u6a21"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling article-author\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u4f5c\u8005<\/h2><\/div><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%270%27%20viewBox%3D%270%200%20150%200%27%3E%3Crect%20width%3D%27150%27%20height%3D%270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2021\/09\/1587716390789.jpeg\" alt=\"Image\" class=\"lazyload artefact-elegant-image align-left article-author-image\" style=\"width: 150px; border-radius: 54% 46% 77% 23% \/ 74% 40% 60% 26%; overflow: hidden;\" width=\"150\" height=\"auto\" \/><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three article-author-name-title\" style=\"--awb-margin-bottom-small:8px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:20;line-height:1.2;\">\u7279\u91cc\u65af\u5766-\u897f\u5c14\u970d\u5c14<\/h3><\/div><div class=\"fusion-text fusion-text-1 article-author-description\"><p>\u54a8\u8be2\u603b\u76d1 - \u6570\u5b57\u548c Data \u670d\u52a1 - Artefact \u7f8e\u56fd<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-center fusion-column-inner-bg-wrapper\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-overflow:hidden;--awb-inner-bg-size:cover;--awb-border-color:rgba(10,17,40,0.1);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-border-radius:4px 4px 4px 4px;--awb-inner-bg-border-radius:4px 4px 4px 4px;--awb-inner-bg-overflow:hidden;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><span class=\"fusion-column-inner-bg hover-type-none\"><a class=\"fusion-column-anchor\" href=\"https:\/\/martech.org\/how-to-scale-personalization-efforts-with-data-driven-marketing\/\" rel=\"noopener noreferrer\" target=\"_blank\"><span class=\"fusion-column-inner-bg-image\"><\/span><\/a><\/span><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-center fusion-content-layout-row fusion-flex-align-items-center\"><div class=\"fusion-text fusion-text-2\"><p><u>\u9605\u8bfb\u6211\u4eec\u7684\u6587\u7ae0<\/u><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-right:20px;--awb-margin-left:20px;--awb-max-width:150px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"723\" height=\"143\" title=\"\u5546\u6807\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png\" alt class=\"lazyload img-responsive wp-image-65864\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27723%27%20height%3D%27143%27%20viewBox%3D%270%200%20723%20143%27%3E%3Crect%20width%3D%27723%27%20height%3D%27143%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-200x40.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-400x79.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-600x119.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png 723w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 723px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-3\"><p>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4 description\"><p>\u57fa\u4e8e\u5047\u8bbe\u7684\u8425\u9500\u65f6\u4ee3\u5df2\u7ecf\u4e00\u53bb\u4e0d\u590d\u8fd4\u4e86\u3002\u8981\u60f3\u5728\u5f53\u4eca\u73af\u5883\u4e2d\u53d6\u5f97\u6210\u529f\uff0c\u8425\u9500\u4eba\u5458\u9700\u8981 data-driven \u6218\u7565\u3002.<\/p>\n<p>\u672c\u6587\u63a2\u8ba8\u4e86\u54c1\u724c\u5982\u4f55\u5c06 audience \u7ba1\u7406\u5e73\u53f0\u4e0e data-driven \u8425\u9500\u7b56\u7565\u548c\u8fd0\u8425\u76f8\u7ed3\u5408\uff0c\u4ee5\u63d0\u4f9b\u4e2a\u6027\u5316\u4f53\u9a8c\u5e76\u63d0\u9ad8\u8425\u9500\u6d3b\u52a8\u7684\u6548\u7387\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\"><p>\u5982\u4f55\u5229\u7528 data-driven \u8425\u9500\u6280\u672f\u6269\u5927\u4e2a\u6027\u5316\u8425\u9500\u89c4\u6a21\uff1f<\/p>\n<p>data \u516c\u53f8 Artefact \u54a8\u8be2\u9ad8\u7ea7\u7ecf\u7406\u7279\u91cc\u65af\u5766-\u897f\u5c14\u970d\u5c14\u6700\u8fd1\u4e0e\u536b\u751f\u3001\u5065\u5eb7\u548c\u8425\u517b\u54c1 CPG \u516c\u53f8\u5229\u6d01\u65f6\u5408\u4f5c\uff0c\u91cd\u632f\u5176\u8425\u9500\u6d3b\u52a8\u3002\u4ed6\u4eec\u7684\u76ee\u6807\u662f\u5c06 Reckitt \u4ece\u5927\u4f17\u5e02\u573a\u8425\u9500\u65b9\u6cd5\u8f6c\u53d8\u4e3a\u66f4\u52a0\u4e2a\u6027\u5316\u7684\u5ba2\u6237 targeting\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\"><p>\u201c\u5178\u578b\u7684\u6218\u7565\u8425\u9500\u56e2\u961f\u4e13\u6ce8\u4e8e\u57fa\u4e8e\u5047\u8bbe\u7684\u8425\u9500\u3002\u00a0<a href=\"https:\/\/martechconf.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MarTech \u4f1a\u8bae<\/a>. \u201c\u56e0\u6b64\uff0c\u672c\u8d28\u4e0a\u662f\u6839\u636e\u6d88\u8d39\u8005\u8c03\u67e5\u3001\u54c1\u724c\u77e5\u8bc6\u3001\u4eba\u53e3data\u3001\u56fd\u5bb6\u4eba\u53e3data\u3001\u7edf\u8ba1data\u548c\u6d88\u8d39data\u7b49\u5916\u90e8\u56e0\u7d20\u6765\u6784\u5efa\u5a92\u4f53\u6d3b\u52a8\u548c\u4e2a\u6027\u5316\u3002\u201d<\/p>\n<p>\u4ed6\u8865\u5145\u8bf4\uff1a\u201c\u8fd9\u5bf9\u5f00\u5c55\u5e7f\u6cdb\u7684\u5ba3\u4f20\u6d3b\u52a8\u5f88\u6709\u5e2e\u52a9\uff0c\u4f46\u5f53\u73b0\u6709\u5ba2\u6237\u5e0c\u671b\u83b7\u5f97\u5927\u91cf\u4e2a\u6027\u5316\u670d\u52a1\u548c\u4e00\u5b9a\u7a0b\u5ea6\u7684\u5173\u7cfb\u65f6\uff0c\u8fd9\u53ef\u80fd\u5c31\u4e0d\u591f\u4e86\u3002\u201d<\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"406\" alt=\"Moving from assumption-based marketing to data-driven marketing\" title=\"article-tristan-martech-1\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1.png\" class=\"lazyload img-responsive wp-image-65865\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27406%27%20viewBox%3D%270%200%20800%20406%27%3E%3Crect%20width%3D%27800%27%20height%3D%27406%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1-200x102.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1-400x203.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1-600x305.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-1.png 800w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 800px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>\u4ece\u57fa\u4e8e\u5047\u8bbe\u7684\u8425\u9500\u8f6c\u53d8\u4e3a data-driven \u8425\u9500\u5e76\u975e\u6613\u4e8b\u3002\u5b83\u9700\u8981\u5927\u91cf\u7684\u534f\u8c03\u548c\u8d44\u6e90\uff0c\u4ee5\u51cf\u5c11\u5bf9\u5916\u90e8\u56e0\u7d20\u7684\u5173\u6ce8\uff0c\u800c\u66f4\u591a\u5730\u5173\u6ce8\u5355\u4e2a\u5ba2\u6237 data\u3002\u4f46\u662f\uff0c\u6709\u4e86\u6b63\u786e\u7684\u6218\u7565\uff0c\u8425\u9500\u4eba\u5458\u8c03\u6574\u8425\u9500\u6d3b\u52a8\u5c31\u4f1a\u5bb9\u6613\u5f97\u591a\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u91c7\u7528 data-driven \u8425\u9500\u7b56\u7565<\/h2><\/div><div class=\"fusion-text fusion-text-8\"><p>\u867d\u7136 \u201cdata-driven \u8425\u9500 \u201d\u542c\u8d77\u6765\u50cf\u662f\u4e00\u79cd\u53f8\u7a7a\u89c1\u60ef\u7684\u7b56\u7565\uff0c\u4f46\u5b83\u5b9e\u9645\u4e0a\u662f\u4e00\u79cd\u76f8\u5bf9\u8f83\u65b0\u7684\u8425\u9500\u6d3b\u52a8\u6784\u5efa\u65b9\u5f0f\u3002\u4f20\u7edf\u8425\u9500\u4f9d\u8d56\u4e8e\u57fa\u4e8e\u5047\u8bbe\u7684\u7b56\u7565\u6765\u786e\u5b9a\u5ba2\u6237\u7684\u9700\u6c42\u3002\u73b0\u5728\uff0c\u65b0\u7684\u8425\u9500\u6280\u672f\u5141\u8bb8\u54c1\u724c\u6839\u636e\u5b9e\u65f6\u7684\u5ba2\u6237 data \u505a\u51fa\u51b3\u7b56\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><div class=\"quote\">\n<p>\u201c\u8d8a\u6765\u8d8a\u591a\u7684\u54c1\u724c\u6b63\u5728\u8fdb\u884c data-driven \u8425\u9500\u5b9e\u8df5\u521b\u65b0\uff0c\u8bd5\u56fe\u5c06 data \u7f6e\u4e8e\u8425\u9500\u6d41\u7a0b\u7684\u4e2d\u5fc3\u3002\u8fd9\u610f\u5473\u7740\u8981\u6574\u5408\u4e09\u79cd\u7c7b\u578b\u7684 data\uff0c\u4e00\u79cd\u662f first-party data\uff0c\u5373\u4ea4\u6613 data\u3001\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u4ee5\u53ca\u516c\u53f8\u53ef\u80fd\u62e5\u6709\u7684\u5176\u4ed6\u6570\u5b57\u8d44\u4ea7\u3002\u5b83\u4eec\u6b63\u5728\u4e0e\u6c83\u5c14\u739b\u6216\u4e9a\u9a6c\u900a\u7b49\u96f6\u552e\u5546\u7684\u7b2c\u4e8c\u65b9 data \u76f8\u878d\u5408\u3002\u7a0b\u5e8f\u5316\u6280\u672f\u4e5f\u5728\u901a\u8fc7\u7b2c\u4e09\u65b9 data \u548c\u5f00\u6e90 data \u6269\u5927\u5176\u8986\u76d6\u8303\u56f4\u201d\u3002\u201d<\/p>\n<\/div>\n<\/div><div class=\"fusion-text fusion-text-10\"><div class=\"quote-baseline\">\u897f\u5c14\u970d\u5c14\u8bf4\u3002.<\/div>\n<\/div><div class=\"fusion-text fusion-text-11\"><p>\u201c\u4ed6\u8865\u5145\u8bf4\uff1a\u201ddata-driven \u8425\u9500\u662f\u54c1\u724c\u5c1a\u672a\u5f00\u53d1\u7684\u673a\u4f1a\u4e2d\u975e\u5e38\u5927\u7684\u4e00\u5757\uff0c\u9700\u8981\u5927\u91cf\u7684\u80fd\u529b\u548c\u521b\u65b0\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-12\"><p>\u6839\u636e Silhol \u7684\u8bf4\u6cd5\uff0c\u7531\u4e8e\u7f3a\u4e4f data-driven \u65b9\u6cd5\uff0cCPG \u516c\u53f8\u901a\u5e38\u5f88\u96be\u5c06\u4f20\u7edf\u7684\u57fa\u4e8e\u6d88\u8d39\u8005\u548c\u5e02\u573a\u6d1e\u5bdf\u7684\u7ec6\u5206\u8f6c\u5316\u4e3a\u53ef\u5bfb\u5740\u7684 audience \uff1a\u201c\u8fd9\u4e9b\u516c\u53f8\u6700\u7ec8\u5f80\u5f80\u4f1a\u5728\u7f51\u4e0a\u4efb\u610f\u5730\u8fdb\u884c targeting \u7ec6\u5206\uff0c\u5728\u53ef\u5bfb\u5740 audience \u4e0e\u4ed6\u4eec\u7684\u8425\u9500\u7ec6\u5206\u4e4b\u95f4\u51fa\u73b0\u8131\u8282\u201d\u3002\u201d<\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"421\" alt=\"Scale personalization efforts: marketing operations setup\" title=\"\u6587\u7ae0-\u7279\u91cc\u65af\u5766-\u9a6c\u6cf0\u514b-2\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2.png\" class=\"lazyload img-responsive wp-image-65866\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27421%27%20viewBox%3D%270%200%20800%20421%27%3E%3Crect%20width%3D%27800%27%20height%3D%27421%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2-200x105.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2-400x211.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2-600x316.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-2.png 800w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 800px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-13\"><p>\u4e3a\u4e86\u5e94\u5bf9\u8fd9\u4e9b\u6311\u6218\uff0cSilhol \u5efa\u8bae\u8425\u9500\u4eba\u5458\u67e5\u770b\u4ed6\u4eec\u7684\u8425\u9500\u8fd0\u8425\u8bbe\u7f6e\uff0c\u4e86\u89e3\u5176\u5728\u5206\u6790\u548c data \u91c7\u8d2d\u65b9\u9762\u7684\u4f18\u5316\u7a0b\u5ea6\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u4ee5 data \u548c\u5206\u6790\u4e3a\u4e2d\u5fc3\u5f00\u5c55\u6570\u5b57\u8425\u9500\u4e1a\u52a1<\/h2><\/div><div class=\"fusion-text fusion-text-14\"><p>\u5728\u540c\u4e00\u573a\u6f14\u8bb2\u4e2d\uff0c\u5229\u6d01\u65f6\u7684 Guilherme Amaral \u8ba8\u8bba\u4e86\u4ed6\u5982\u4f55\u4e0e Artefact \u7684\u56e2\u961f\u5408\u4f5c\u5411\u5ba2\u6237\u4ecb\u7ecd data\uff0c\u4ee5\u53ca\u5bf9\u5176\u8425\u9500\u6d3b\u52a8\u81ea\u52a8\u5316\u7684\u89c1\u89e3\u3002.<\/p>\n<p>\u201c\u4ed6\u8bf4\uff1a\u201d\u6211\u4eec\u542f\u52a8\u4e86\u4e00\u6574\u5957\u6570\u5b57\u5316\u8f6c\u578b\u8ba1\u5212\uff0c\u91cd\u70b9\u662f\u8f6c\u53d8\u6211\u4eec\u5f00\u5c55\u6570\u5b57\u5a92\u4f53\u6d3b\u52a8\u7684\u65b9\u5f0f\u3002\u201c\u8fd9\u53ea\u662f\u6210\u529f\u5f00\u5c55\u6d3b\u52a8\u7684\u7b2c\u4e00\u6b65\u201d\u3002\u201d<\/p>\n<p>\u4ed6\u8865\u5145\u8bf4\uff1a\u201c\u6211\u4eec\u8fd8\u8c08\u5230\u4e86\u6b63\u786e\u7684 data\u3001\u6b63\u786e\u7684\u6d41\u7a0b\u3001\u6b63\u786e\u7684\u6280\u672f\uff0c\u4ee5\u53ca\u5c06\u5176\u4e2d\u4e00\u4e9b\u80fd\u529b\u5185\u90e8\u5316\u3002\u201d<\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"448\" alt=\"Scale personalization efforts: Internalization and audience engine\" title=\"\u6587\u7ae0-\u7279\u91cc\u65af\u5766-\u9a6c\u6cf0\u514b-3\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3.png\" class=\"lazyload img-responsive wp-image-65867\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27448%27%20viewBox%3D%270%200%20800%20448%27%3E%3Crect%20width%3D%27800%27%20height%3D%27448%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3-200x112.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3-400x224.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3-600x336.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-3.png 800w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 800px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-15\"><p>\u5185\u90e8\u5316\u662f Reckitt \u8425\u9500\u8fd0\u8425\u8f6c\u578b\u7684\u91cd\u8981\u4e00\u73af\u3002\u901a\u8fc7\u5185\u90e8\u5316\u8fd0\u8425\uff0c\u8be5\u516c\u53f8\u80fd\u591f\u51cf\u5c11\u5916\u90e8\u6d4b\u91cf\u5de5\u5177\u7684\u652f\u51fa\uff0c\u96c6\u4e2d\u7ba1\u7406\u5ba2\u6237 data\uff0c\u4f7f\u7528\u81ea\u5df1\u7684\u4eba\u5de5\u667a\u80fd\u6784\u5efa audience\uff0c\u5e76\u72ec\u7acb\u6d4b\u91cf data\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-16\"><div class=\"quote\">\u201c\u6211\u4eec\u8fdb\u884c\u4e86\u4e00\u6b21\u8bc4\u4f30\uff0c\u7814\u7a76\u4e86\u5176\u4ed6\u51e0\u5bb6\u540c\u884c\u516c\u53f8\u7684\u505a\u6cd5\u3002\u7b80\u5355\u5730\u8bf4\uff0c\u6211\u4eec\u9700\u8981\u5c06\u8425\u9500\u6280\u672f\u5185\u90e8\u5316\uff0c\u56e0\u6b64\u6211\u4eec\u5c06\u8bb8\u591a\u6280\u672f\u6807\u51c6\u5316\u5e76\u5185\u90e8\u5316\u3002\u7136\u540e\uff0c\u6211\u4eec\u9700\u8981\u5f00\u53d1\u6280\u672f\u6216\u80fd\u529b\uff0c\u4ee5\u63a8\u52a8\u6d88\u8d39\u8005\u7ec6\u5206\u548c audience \u5efa\u8bbe--\u8fd9\u5c31\u662f\uff08Artefact \u7684\uff09audience \u5f15\u64ce\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-17\"><div class=\"quote-baseline\">\u963f\u9a6c\u62c9\u5c14\u8bf4\u3002.<\/div>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u5b9e\u65bd audience \u7ba1\u7406\u7cfb\u7edf<\/h2><\/div><div class=\"fusion-text fusion-text-18\"><p>Artefact \u5e2e\u52a9 Reckitt \u5b9e\u65bd\u4e86 audience \u7ba1\u7406\u6280\u672f\uff0c\u4ee5\u5e2e\u52a9\u6269\u5c55\u8fd9\u4e9b data-driven \u8425\u9500\u5de5\u4f5c\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-19\"><div class=\"quote\">\u201c\u8fd9\u5c31\u662f\u5728\u60a8\u7684 data \u4ed3\u5e93\u4e2d\u96c6\u4e2d\u7ba1\u7406 first-party\u3001\u7b2c\u4e8c\u65b9\u548c\u7b2c\u4e09\u65b9 data \u7684\u80fd\u529b\u3002\u7136\u540e\u5efa\u7acb\u81ea\u5df1\u7684 audience\uff0c\u5c06\u5176\u96c6\u6210\u5230\u5f53\u524d\u7684\u8fd0\u8425\u6a21\u5f0f\u4e2d\uff0c\u5e76\u4ece\u8fd9\u4e9b audience \u4e2d\u83b7\u5f97\u6d1e\u5bdf\u529b\uff0c\u4ece\u800c\u91c7\u7528\u4e0d\u65ad\u6d4b\u8bd5\u548c\u5b66\u4e60\u7684\u65b9\u6cd5\u3002\u7136\u540e\uff0c\u60a8\u5c31\u80fd\u4ee5\u81ea\u52a8\u5316\u7684\u65b9\u5f0f\u5bf9\u8fd9\u4e9b audience \u8fdb\u884c\u534f\u8c03\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-20\"><div class=\"quote-baseline\">\u897f\u5c14\u970d\u5c14\u8bf4\u3002.<\/div>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"450\" alt=\"Scale personalization efforts\" title=\"\u6587\u7ae0-\u7279\u91cc\u65af\u5766-\u9a6c\u6cf0\u514b-4\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4.png\" class=\"lazyload img-responsive wp-image-65868\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27450%27%20viewBox%3D%270%200%20800%20450%27%3E%3Crect%20width%3D%27800%27%20height%3D%27450%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4-200x113.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4-400x225.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4-600x338.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/article-tristan-martech-4.png 800w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 800px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-21\"><p>\u968f\u7740\u5373\u5c06\u5230\u6765\u7684\u00a0<a href=\"https:\/\/martech.org\/why-data-compliance-is-more-than-consent-management\/\" target=\"_blank\" rel=\"noopener\">\u6d88\u8d39\u8005 data \u89c4\u5b9a<\/a>, \u56e0\u6b64\uff0c\u8425\u9500\u4eba\u5458\u9700\u8981\u8bbe\u6cd5\u5229\u7528\u6240\u6709\u5ba2\u6237 data\uff0c\u5c24\u5176\u662f\u5e0c\u671b\u63d0\u4f9b\u4e2a\u6027\u5316\u4f53\u9a8c\u7684\u5ba2\u6237\u3002\u53d7\u4f17\u7ba1\u7406\u5e73\u53f0\uff08\u5982 audience \u5f15\u64ce\uff09\u4e0e data-driven \u8425\u9500\u7b56\u7565\u548c\u8fd0\u8425\u76f8\u7ed3\u5408\uff0c\u6709\u53ef\u80fd\u901a\u8fc7\u63d0\u9ad8\u8425\u9500\u6d3b\u52a8\u7684\u6548\u7387\u548c\u4e2a\u6027\u5316\u6765\u89e3\u51b3\u8fd9\u4e00\u95ee\u9898\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-22\"><div class=\"quote\">\u201c\u6211\u4eec\u6b63\u5728\u7814\u7a76 audience \u5f15\u64ce\u7684\u57fa\u7840\u548c\u6211\u4eec\u7684 first-party data \u6218\u7565\u3002\u8981\u60f3\u5728\u7f51\u7ad9\u4e0a\u53d6\u5f97\u6210\u529f\uff0c\u6211\u4eec\u5c31\u5fc5\u987b\u4f18\u5148\u8003\u8651\u5b83\u4eec\u201d\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-23\"><div class=\"quote-baseline\">\u540c\u6837\u5728\u5229\u6d01\u65f6\u5de5\u4f5c\u7684 Anna Humphreys \u5728\u540c\u4e00\u6f14\u8bb2\u4e2d\u8bf4\u3002.<\/div>\n<\/div><div class=\"fusion-text fusion-text-24\"><p>\u5979\u8865\u5145\u8bf4\uff1a\u201c\u6211\u4eec\u4ecd\u5728\u4e0d\u65ad\u52aa\u529b\u548c\u53d1\u5c55\uff0c\u56e0\u4e3a audience \u53d1\u52a8\u673a\u5bf9\u6211\u4eec\u7684\u4e1a\u52a1\u5f71\u54cd\u5de8\u5927\u3002\u201d<\/p>\n<\/div><div class=\"fusion-text fusion-text-25\"><p>\u611f\u8c22\u60a8\u7684\u9605\u8bfb\uff01\u5982\u679c\u60a8\u5e0c\u671b\u4e3a\u8f6f\u4ef6\u5305\u5f00\u53d1\u505a\u51fa\u8d21\u732e\u6216\u6709\u4efb\u4f55\u6539\u8fdb\u610f\u89c1\uff0c\u8bf7\u968f\u65f6\u8054\u7cfb\u6211\u4eec\u3002\u540c\u65f6\uff0c\u60a8\u53ef\u4ee5\u8bbf\u95ee <a href=\"https:\/\/www.artefact.com\/zh\/blog\/\">Artefact \u535a\u5ba2<\/a> \u4e86\u89e3\u6709\u5173 data \u9879\u76ee\u7684\u66f4\u591a\u4fe1\u606f\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-top:40px;--awb-margin-bottom:40px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-center fusion-column-inner-bg-wrapper\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-overflow:hidden;--awb-inner-bg-size:cover;--awb-border-color:rgba(10,17,40,0.1);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-border-radius:4px 4px 4px 4px;--awb-inner-bg-border-radius:4px 4px 4px 4px;--awb-inner-bg-overflow:hidden;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><span class=\"fusion-column-inner-bg hover-type-none\"><a class=\"fusion-column-anchor\" href=\"https:\/\/martech.org\/how-to-scale-personalization-efforts-with-data-driven-marketing\/\" rel=\"noopener noreferrer\" target=\"_blank\"><span class=\"fusion-column-inner-bg-image\"><\/span><\/a><\/span><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-center fusion-content-layout-row fusion-flex-align-items-center\"><div class=\"fusion-text fusion-text-26\"><p><u>\u9605\u8bfb\u6211\u4eec\u7684\u6587\u7ae0<\/u><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-right:20px;--awb-margin-left:20px;--awb-max-width:150px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-6 hover-type-none\"><img decoding=\"async\" width=\"723\" height=\"143\" title=\"\u5546\u6807\" src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png\" alt class=\"lazyload img-responsive wp-image-65864\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27723%27%20height%3D%27143%27%20viewBox%3D%270%200%20723%20143%27%3E%3Crect%20width%3D%27723%27%20height%3D%27143%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-200x40.png 200w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-400x79.png 400w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo-600x119.png 600w, https:\/\/www.artefact.com\/\/wp-content\/uploads\/2022\/02\/martech_logo.png 723w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 723px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-27\"><p>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>\u8981\u5728\u5f53\u4eca\u7684\u73af\u5883\u4e2d\u53d6\u5f97\u6210\u529f\uff0c\u8425\u9500\u4eba\u5458\u9700\u8981\u501f\u52a9\u201cdata-driven\u201d\u7b56\u7565\u6765\u6269\u5927\u4e2a\u6027\u5316\u8425\u9500\u7684\u89c4\u6a21\u3002.<\/p>","protected":false},"featured_media":56931,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-65862","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/65862","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/56931"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=65862"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=65862"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=65862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}