{"id":67731,"date":"2022-07-19T08:50:59","date_gmt":"2022-07-19T07:50:59","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=67731"},"modified":"2024-09-20T17:45:50","modified_gmt":"2024-09-20T16:45:50","slug":"personally-identifiable-information-personalised-marketing-in-the-cookieless-era","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/personally-identifiable-information-personalised-marketing-in-the-cookieless-era\/","title":{"rendered":"\u65e0\u719f\u98df\u65f6\u4ee3\u7684\u4e2a\u6027\u5316\u8425\u9500"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

Seema Sheoran<\/h3><\/div>

\u5fb7\u56fd Artefact \u54a8\u8be2\u7ecf\u7406<\/p>\n<\/div><\/div><\/div>

\u4f5c\u8005<\/h2><\/div>\"Image\"

Swechha<\/h3><\/div>

Data \u5fb7\u56fd Artefact \u8425\u9500\u5206\u6790\u987e\u95ee<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u8fc4\u4eca\u4e3a\u6b62\uff0c\u4e2a\u4eba\u8eab\u4efd\u4fe1\u606f\uff08PII\uff09\u4e00\u76f4\u662f\u4e2a\u6027\u5316\u7684\u5173\u952e\u3002\u5b83\u53ef\u4ee5\u8ddf\u8e2a\u5ba2\u6237\u65c5\u7a0b\uff0c\u8bc6\u522b\u7279\u5b9a\u7684\u76ee\u6807\u7ec6\u5206\u5e02\u573a\uff0c\u5e76\u4ea7\u751f\u4e30\u5bcc\u7684\u6d1e\u5bdf\u529b\u6765\u521b\u9020\u4e2a\u6027\u5316\u7684\u5168\u6e20\u9053\u4f53\u9a8c\uff0c\u4ece\u800c\u63d0\u9ad8\u53c2\u4e0e\u5ea6\uff0c\u6700\u7ec8\u63d0\u9ad8\u54c1\u724c\u7684\u8f6c\u5316\u7387\u3002\u7136\u800c\uff0c\u6700\u65b0\u7684\u6280\u672f\u8fdb\u6b65\u548c GDPR \u6cd5\u89c4\u6b63\u4fc3\u4f7f\u4f01\u4e1a\u60f3\u51fa\u65b0\u7684\u521b\u65b0\u65b9\u6cd5\u6765\u4e3a\u5ba2\u6237\u63d0\u4f9b\u4e2a\u6027\u5316\u670d\u52a1\u3002. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"Personalised<\/span><\/div>

GDPR \u4e8e 2018 \u5e74 5 \u6708\u9881\u5e03\uff0c\u65e8\u5728\u4fdd\u62a4\u6b27\u76df\u516c\u6c11\u7684\u4e2a\u4eba data\uff0c\u5df2\u7ecf\u5bf9\u6b27\u6d32\u7684\u516c\u53f8\u4ea7\u751f\u4e86\u91cd\u5927\u5f71\u54cd\u3002.<\/i><\/p>\n<\/div>

\u6709\u54ea\u4e9b\u6311\u6218\uff1f<\/h2><\/div>
\"Personalised<\/span><\/div>

\u6839\u636e 2020 \u5e74\u798f\u5e03\u65af\u6d1e\u5bdf\u529b\u7814\u7a76<\/a>x, 71%\u7684\u6d88\u8d39\u8005\u5728\u8d2d\u7269\u4f53\u9a8c\u7f3a\u4e4f\u4e2a\u6027\u5316\u65f6\u611f\u5230\u6cae\u4e27\uff0c74%\u7684\u6d88\u8d39\u8005\u5728\u7f51\u7ad9\u5185\u5bb9\u7f3a\u4e4f\u4e2a\u6027\u5316\u65f6\u611f\u5230\u6cae\u4e27\uff0c70%\u7684\u5343\u79a7\u4e00\u4ee3\u5bf9\u54c1\u724c\u53d1\u9001\u65e0\u5173\u90ae\u4ef6\u611f\u5230\u6cae\u4e27\u3002\u6b64\u5916\uff0c80% \u7684\u6d88\u8d39\u8005\u66f4\u6709\u53ef\u80fd\u4ece\u63d0\u4f9b\u4e2a\u6027\u5316\u4f53\u9a8c\u7684\u54c1\u724c\u8d2d\u4e70\u5546\u54c1\uff0c\u800c 63% \u7684\u6d88\u8d39\u8005\u5c06\u505c\u6b62\u4ece\u4e2a\u6027\u5316\u7b56\u7565\u4e0d\u4f73\u7684\u54c1\u724c\u8d2d\u4e70\u5546\u54c1\u3002.<\/p>\n

\u56e0\u6b64\uff0c\u4f01\u4e1a\u9700\u8981\u627e\u5230\u9002\u5f53\u7684\u5e73\u8861\u70b9\uff0c\u65e2\u8981\u5411\u5ba2\u6237\u5c55\u793a\u4e2a\u6027\u5316\u7684\u4ea7\u54c1\uff0c\u53c8\u8981\u4fdd\u8bc1 data \u7684\u5b89\u5168\u3002.<\/p>\n<\/div>

\u8fd9\u4e00\u5207\u5bf9\u5e7f\u544a\u751f\u6001\u7cfb\u7edf\u548c\u6d88\u8d39\u8005\u6709\u4f55\u5f71\u54cd\uff1f<\/h2><\/div>
\"Personalised<\/span><\/div>

\u5728\u6240\u6709\u53d8\u5316\u4e2d\uff0c\u5982\u4f55\u63d0\u4f9b\u4e2a\u6027\u5316\u670d\u52a1\uff1f<\/h2><\/div>

1.\u96f6\u65b9 Data<\/h3><\/div>

\u5ba2\u6237\u613f\u610f\u4e0e\u60a8\u5206\u4eab\u7684\u4efb\u4f55\u6709\u7528\u7684\u4e2a\u4eba\u4fe1\u606f\u90fd\u53ef\u4ee5\u6210\u4e3a\u96f6\u65b9 Data\uff08ZPD\uff09\u3002\u5173\u952e\u5728\u4e8e\u5982\u4f55\u4e0e\u5ba2\u6237\u4e92\u52a8\u3002\u4f60\u662f\u5426\u8fd8\u8bb0\u5f97\uff0c\u5f53\u4f60\u4e0b\u8f7d\u97f3\u4e50\u5e94\u7528\u7a0b\u5e8f\u6216\u4e0e\u94f6\u884c\u4ee3\u8868\u4ea4\u8c08\u4ee5\u5bfb\u6c42\u6700\u9002\u5408\u4f60\u7684\u6295\u8d44\u5efa\u8bae\u65f6\uff0c\u4f60\u662f\u5982\u4f55\u8bbe\u7f6e\u4f60\u7684\u97f3\u4e50\u5174\u8da3\u7684\uff1f \u5728 ZPD \u7684\u5e2e\u52a9\u4e0b\uff0c\u5bf9\u884c\u4e3a data \u7684\u5047\u8bbe\u6216\u6982\u7387\u731c\u6d4b\u4e0d\u4f1a\u7559\u4e0b\u592a\u591a\u7a7a\u95f4\u3002\u5b83\u5177\u6709\u9ad8\u5ea6\u76f8\u5173\u6027\u3001\u51c6\u786e\u6027\u548c\u53ef\u9760\u6027\u3002\u5b83\u8fd8 \u51cf\u5c11\u8425\u9500\u6d6a\u8d39<\/strong> \u5728\u4e3a\u54c1\u724c\u521b\u9020\u4ef7\u503c\u7684\u540c\u65f6\uff0c\u8fd8\u80fd\u6539\u5584\u5ba2\u6237\u7684\u751f\u6d3b\uff0c\u4ece\u800c\u5b9e\u73b0\u53cc\u8d62\u3002.<\/p>\n

\u53ef\u901a\u8fc7\u8c03\u67e5\u548c\u95ee\u5377\u6536\u96c6 ZPD\uff0c\u5e76\u901a\u8fc7\u504f\u597d\u4e2d\u5fc3\u63d0\u4f9b\u652f\u6301\uff0c\u8ba9\u5ba2\u6237\u53ef\u4ee5\u81ea\u884c\u66f4\u65b0\u4ed6\u4eec\u7684\u8d44\u6599\u3002\u7ade\u8d5b\u3001\u793e\u4ea4\u5a92\u4f53\u6545\u4e8b\u548c\u5e94\u7528\u5185\u504f\u597d\u662f\u5176\u4ed6\u4e00\u4e9b\u4e92\u52a8\u65b9\u6cd5\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article>

\"Personalised<\/span><\/div><\/div><\/div>

\u4f8b\u5982\u4ed6\u4eec\u559c\u6b22\u54ea\u4e9b\u53c2\u4e0e\u6e20\u9053\uff1f\u4ed6\u4eec\u559c\u6b22\u5728\u4ec0\u4e48\u65f6\u5019\u6536\u5230\u4fe1\u606f\uff1f<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div>

2.\u7535\u5b50\u90ae\u4ef6\u8425\u9500<\/h3><\/div>

\u6839\u636e Blog Hubspot \u7814\u7a76 2021<\/a>, \u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6bcf\u82b1\u8d39 $1 \u5c31\u80fd\u4ea7\u751f $42\uff0c\u6295\u8d44\u56de\u62a5\u7387\u9ad8\u8fbe 4,200%\u3002\u8fd9\u4f7f\u5176\u6210\u4e3a\u76ee\u524d\u6700\u6709\u6548\u7684\u9009\u62e9\u4e4b\u4e00\uff0c\u7ec6\u5206\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\u7684\u70b9\u51fb\u7387\u6bd4\u975e\u76ee\u6807\u8425\u9500\u6d3b\u52a8\u9ad8\u51fa 50%\u3002\u6b64\u5916\uff0c\u6839\u636e CampaignMonitor 2021<\/a> \u548c 2019 <\/a>\u7814\u7a76\u8868\u660e\uff0c\u4f7f\u7528\u7ec6\u5206\u8425\u9500\u6d3b\u52a8\u7684\u8425\u9500\u4eba\u5458\u6ce8\u610f\u5230\uff0c\u6536\u5165\u589e\u52a0\u4e86 760%\u3002.<\/p>\n

\u8425\u9500\u4eba\u5458\u8ba4\u4e3a\u4e2a\u6027\u5316\u5728\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u4e2d\u7684\u76ca\u5904\uff08\u6765\u6e90 \uff1a 2020 \u5e74\u9500\u552e\u5468\u671f<\/a>)<\/p>\n<\/div>

\"Personalised<\/span><\/div>

Artefact \u91c7\u7528\u56db\u6b65\u6d41\u7a0b\u4e3a\u4f01\u4e1a\u5b9e\u73b0\u6700\u4f73\u6548\u679c\u3002\u4e3a\u4e86\u5b9e\u73b0\u5168\u9762\u7684\u5ba2\u6237\u6c9f\u901a\uff0c\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u7cfb\u7edf\u6210\u4e3a\u6574\u4f53\u7cfb\u7edf\u666f\u89c2\u7684\u4e00\u90e8\u5206\uff0c\u4ee5\u4fbf\u6700\u4f73\u5229\u7528\u6240\u6709\u5ba2\u6237data\u4fe1\u53f7\u3002\u5728Artefact\uff0c\u6211\u4eec\u5e2e\u52a9\u5ba2\u6237\u5b8c\u6210\u4ece\u786e\u5b9a\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u6218\u7565\u5230\u5b9e\u65bd\u6280\u672f\u57fa\u7840\u8bbe\u65bd\u7684\u6240\u6709\u6b65\u9aa4\uff0c\u4f7f\u4ed6\u4eec\u80fd\u591f\u8fd0\u884c\u5148\u8fdb\u7684\u57fa\u4e8e\u4eba\u5de5\u667a\u80fd\u7684data\u9a71\u52a8\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u3002.<\/p>\n

\u9009\u62e9\u6700\u9002\u5408\u8d35\u516c\u53f8\u3001\u76ee\u6807\u5ba2\u6237\u3001\u884c\u4e1a\u548c\u5730\u57df\u7684\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u5de5\u5177\u786e\u5b9e\u662f\u6700\u5173\u952e\u7684\u6b65\u9aa4\u4e4b\u4e00\u3002Artefact \u901a\u8fc7\u6bd4\u8f83\u529f\u80fd\u6027\u548c\u975e\u529f\u80fd\u6027\u53c2\u6570\uff0c\u5bf9\u6240\u6709\u76f8\u5173\u5de5\u5177\u8fdb\u884c\u8be6\u7ec6\u5206\u6790\u3002\u9009\u5b9a\u5de5\u5177\u540e\uff0c\u4e0b\u4e00\u6b65\u5c31\u662f\u8bbe\u7f6e\u6b63\u786e\u7684\u89e6\u53d1\u90ae\u4ef6\uff0c\u8ba9\u5ba2\u6237\u5728\u6b63\u786e\u7684\u65f6\u95f4\u53c2\u4e0e\u5230\u6b63\u786e\u7684\u4f18\u60e0\u6d3b\u52a8\u4e2d\u6765\u3002\u7136\u540e\u8fdb\u4e00\u6b65\u5206\u6790\u8fd9\u4e9b data \u4fe1\u53f7\uff0c\u5f00\u53d1\u4eba\u5de5\u667a\u80fd\u9a71\u52a8\u7684\u9ad8\u7ea7\u89e3\u51b3\u65b9\u6848\uff0c\u4ee5\u4e86\u89e3\u7528\u6237\u884c\u4e3a\u3002.<\/p>\n<\/div>

\u57fa\u4e8e\u4eba\u5de5\u667a\u80fd\u7684\u805a\u7c7b\u53ef\u4ee5\u5206\u6790\u6765\u81ea\u591a\u4e2a\u63a5\u89e6\u70b9\u7684\u5ba2\u6237 data\uff0c\u4ece\u800c\u83b7\u5f97\u5b8c\u6574\u7684\u4fe1\u606f\uff0c\u521b\u5efa\u66f4\u6709\u9488\u5bf9\u6027\u7684\u7ec6\u5206\u5e02\u573a\uff0c\u5e76\u81ea\u52a8\u8c03\u6574\u8425\u9500\u6d3b\u52a8\uff0c\u4f7f\u6bcf\u4e2a\u7ec6\u5206\u5e02\u573a\u66f4\u52a0\u4e2a\u6027\u5316\u3002\u5b83\u751a\u81f3\u53ef\u4ee5\u5c06\u6bcf\u4e2a\u5ba2\u6237\u7684\u8d44\u6599\u89c6\u4e3a\u4e00\u4e2a\u5355\u72ec\u7684\u7ec6\u5206\u5e02\u573a\uff0c\u4ece\u800c\u5b9e\u73b0\u4e00\u5bf9\u4e00\u7684\u6c9f\u901a\uff0c\u5e76\u6839\u636e\u5ba2\u6237\u7684\u504f\u597d\u63d0\u4f9b\u4e2a\u6027\u5316\u7684\u5185\u5bb9\u548c\u65f6\u95f4\u5b89\u6392\u3002.<\/p>\n

\u67e5\u770b \u5728 Google Analytics \u4e0a\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u6a21\u578b\u4e3a\u5ba2\u6237\u503e\u5411\u6027\u8bc4\u5206 Data<\/a>.<\/p>\n

\u6700\u540e\uff0c\u4e3a\u4e86\u5b9e\u73b0\u4e0e\u5ba2\u6237\u7684\u5168\u9762\u6c9f\u901a\uff0c\u5f3a\u70c8\u5efa\u8bae\u4e0d\u65ad\u8fdb\u884c A\/B \u6d4b\u8bd5\u7b49\u5b9e\u9a8c\uff0c\u5c06\u7ed3\u679c\u53cd\u9988\u4f5c\u4e3a\u4f18\u5316\u7684\u8f93\u5165\uff0c\u5e76\u4f7f\u7528 CDP \u5e73\u53f0\u6765\u6269\u5c55\u4eba\u5de5\u667a\u80fd\u9a71\u52a8\u7684\u89e3\u51b3\u65b9\u6848\u3002.<\/p>\n<\/div>

3.\u7f51\u7ad9\/\u5e94\u7528\u7a0b\u5e8f\u4e2a\u6027\u5316<\/h3><\/div>

\u4f18\u5316\u7f51\u7ad9\u548c\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\uff0c\u4f7f\u7528\u7b2c\u4e00\u65b9 data \u63d0\u4f9b\u65e0\u7f1d\u7684\u5ba2\u6237\u4f53\u9a8c\uff0c\u5e76\u8fdb\u4e00\u6b65\u9f13\u52b1\u8bbf\u95ee\u8005\u63d0\u4f9b\u4ed6\u4eec\u7684 data \u662f\u5728\u65e0\u719f\u4eba\u4e16\u754c\u4e2d\u53d1\u5c55\u7684\u53e6\u4e00\u79cd\u65b9\u5f0f\u3002\u8fd9\u53ef\u7528\u4e8e\u6539\u5584\u9875\u9762\u548c\u5185\u5bb9\u6027\u80fd\uff0c\u4ee5\u53ca\u7ec6\u5206\u5ba2\u6237\u4ee5\u63d0\u4f9b\u66f4\u597d\u7684\u4e2a\u6027\u5316\u670d\u52a1\u3002\u540c\u6837\uff0c\u8981\u5b9e\u73b0\u7f51\u7edc\u4e2a\u6027\u5316\uff0c\u6211\u4eec\u7ecf\u8fc7\u9a8c\u8bc1\u7684\u6d4b\u8bd5\u548c\u5b66\u4e60\u56db\u6b65\u6cd5\u5c31\u80fd\u6d3e\u4e0a\u7528\u573a\u3002\u7b2c\u4e00\u6b65\u662f\u786e\u5b9a\u8303\u56f4\u5e76\u5236\u5b9a\u7b56\u7565\u6765\u9009\u62e9\u4f60\u7684 audience\u3002\u4f7f\u7528\u81ea\u5df1\u7684 first-party data \u5e76\u901a\u8fc7 \u201c\u57fa\u4e8e\u4eba\u7684\u8425\u9500\u201d\uff0c\u5373\u57fa\u4e8e\u7528\u6237\u767b\u5f55\u8eab\u4efd\uff0c\u5b9a\u4e49\u4e70\u5bb6\u89d2\u8272\u3002\u8fd9\u53ef\u4ee5\u5f88\u5bb9\u6613\u5730\u5728\u6d88\u8d39\u8005\u767b\u5f55\u7684\u7f51\u7ad9\u4e0a\u8ddf\u8e2a\u6d88\u8d39\u8005\uff0c\u56e0\u4e3a\u6d88\u8d39\u8005\u81ea\u5df1\u76f4\u63a5\u540c\u610f\u4f7f\u7528\u4ed6\u4eec\u7684\u4e2a\u4eba\u8eab\u4efd\u4fe1\u606f\uff08PII\uff09\u3002\u4f8b\u5982\uff0c\u4f7f\u7528\u4f1a\u8bdd\u611f\u77e5\u63a8\u8350\u5668\u6216\u73b0\u573a\u884c\u4e3a\u89e6\u53d1\u5668\u3002\u67e5\u770b \u6ca1\u6709 cookies\uff1f\u4f7f\u7528 first-party data \u4e3a\u57fa\u4e8e\u4eba\u5de5\u667a\u80fd\u7684 \"\u53d7\u4f17\u5f15\u64ce \"\u63d0\u4f9b\u52a8\u529b\uff0c\u4ece\u800c\u5b9e\u73b0 targeting \u7684\u51c6\u786e\u6027\uff01<\/a>.<\/p>\n

\u5728 Artefact \u4e0a\uff0c\u6211\u4eec\u4e3a\u4e09\u661f\u8bbe\u8ba1\u4e86\u7528\u4f8b\u573a\u666f\uff0c\u6839\u636e\u7528\u6237\u5f53\u524d\u6d4f\u89c8\u7684\u8bbe\u5907\uff0c\u5411\u8bbf\u95ee\u8005\u63d0\u4f9b\u4e2a\u6027\u5316\u7684\u4ee5\u65e7\u6362\u65b0\u6a2a\u5e45\u3002\u6b64\u5916\uff0c\u6211\u4eec\u8fd8\u5f00\u53d1\u4e86\u4e00\u79cd\u8bc4\u5206\u7b97\u6cd5\uff0c\u53ef\u9884\u6d4b\u6bcf\u4e2a\u8bbf\u95ee\u7f51\u7ad9\u7684\u6f5c\u5728\u5ba2\u6237\u7684\u8f6c\u6362\u6982\u7387\u3002\u6bcf\u4e2a\u6f5c\u5728\u5ba2\u6237\u90fd\u4f1a\u6839\u636e\u4ed6\u4eec\u7684\u5f97\u5206\u83b7\u5f97\u4e2a\u6027\u5316\u7684\u4fe1\u606f\uff0c\u4ece\u800c\u4f7f\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 +10%\u3002.<\/p>\n<\/div>

\"Personalised<\/span><\/div>

\u7b2c\u4e8c\u6b65\u662f\u901a\u8fc7\u6bd4\u8f83\u529f\u80fd\u548c\u8fdb\u884c\u5339\u914d\u5206\u6790\uff0c\u4e3a\u7f51\u7ad9\u914d\u7f6e\u5408\u9002\u7684\u4e2a\u6027\u5316\u5de5\u5177\u3002\u4e0b\u4e00\u6b65\u662f\u90e8\u7f72 A\/B \u6d4b\u8bd5\u64cd\u4f5c\uff0c\u8bc4\u4f30\u4e2a\u6027\u5316\u6807\u9898\u3001\u5185\u5bb9\u548c CTA\uff0c\u4ee5\u53ca\u9488\u5bf9\u7b2c\u4e00\u6b65\u4e2d\u9009\u5b9a\u7684 audience \u53d8\u4f53\u7684\u4ea7\u54c1\u63a8\u8350\u3002\u6700\u540e\uff0c\u4e3a\u4e86\u4e0d\u65ad\u6539\u8fdb\u4e2a\u6027\u5316\uff0c\u5e94\u6301\u7eed\u6d4b\u91cf\u6027\u80fd\u5e76\u8fdb\u884c\u76f8\u5e94\u7684\u8fed\u4ee3\u3002.<\/p>\n<\/div>

4.2P \u5408\u4f5c\u4f19\u4f34\u5173\u7cfb<\/h3><\/div>

\u9664\u4e86\u6700\u5927\u9650\u5ea6\u5730\u6536\u96c6\u81ea\u5df1\u7684 first-party data \u4fe1\u606f\u5916\uff0c\u4e0e\u6280\u672f\u9886\u5bfc\u8005\u548c\u51fa\u7248\u5546\u5efa\u7acb\u7b2c\u4e8c\u65b9 data \u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u4e5f\u662f\u6536\u96c6\u7528\u6237\u4e30\u5bcc\u4fe1\u606f\u7684\u53ef\u884c\u9009\u62e9\u3002\u8fd9\u4e9b\u673a\u6784\u6536\u96c6\u81ea\u5df1\u7684 first-party data \u5e76\u4e0e\u4e4b\u5408\u4f5c\uff0c\u53ef\u4ee5\u8ba9\u54c1\u724c\u8f7b\u677e\u83b7\u5f97\u8fd9\u4e9b\u5b9d\u8d35\u7684 data \u3002\u53ef\u4ee5\u63a2\u7d22\u65b0\u7684 audience\uff0c\u5e76\u4e3a\u91cd\u53e0\u7684 audience \u63d0\u4f9b\u66f4\u597d\u7684\u4e2a\u6027\u5316\u670d\u52a1\u3002\u54c1\u724c\u53ef\u4ee5\u901a\u8fc7\u4e2d\u7acb\u7684\u8eab\u4efd\u5408\u4f5c\u4f19\u4f34\u5b89\u5168\u5730\u4ea4\u6362 audience \u4fe1\u606f\u548c\u89c1\u89e3\u3002\u6839\u636e Forrester reports<\/a>, \u5728\u5df2\u5b9e\u65bd data \u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u7684\u516c\u53f8\u4e2d\uff0c96% \u53d1\u73b0\u4ef7\u503c\u521b\u9020\u6709\u6240\u589e\u957f\u3002\u67e5\u770b \u60a8\u662f\u5426\u62e5\u6709\u4e00\u5ea7\uff08\u7b2c\u4e8c\u65b9\uff09data \u91d1\u77ff\uff1f\u00a0<\/a><\/p>\n<\/div>

5.\u793e\u4ea4\u767b\u5f55<\/h3><\/div>

\u8fd9\u662f\u6536\u96c6\u4e2a\u4eba\u8eab\u4efd\u4fe1\u606f data \u548c\u63d0\u4f9b\u4e2a\u6027\u5316\u670d\u52a1\u7684\u4e00\u4e2a\u7b80\u5355\u3001\u65b9\u4fbf\u548c\u65e0\u7f1d\u7684\u9009\u62e9\u3002\u6839\u636e 2022 \u5e74\u5ba2\u6237\u8eab\u4efd\u8d8b\u52bf\u62a5\u544a<\/a>, \u636e\u7edf\u8ba1\uff0c73% \u7684\u5e74\u8f7b\u4e00\u4ee3\uff0818-25 \u5c81\uff09\u66f4\u559c\u6b22\u793e\u4ea4\u767b\u5f55\uff0c\u800c\u4e0d\u662f\u5197\u957f\u7684\u6ce8\u518c\u8fc7\u7a0b\uff0c\u8d85\u8fc7 70% \u7684\u5e74\u8f7b\u4e00\u4ee3\u66f4\u559c\u6b22 Facebook \u548c Google \u4f5c\u4e3a\u793e\u4ea4\u767b\u5f55\u7684\u9996\u9009\u65b9\u5f0f\u3002\u793e\u4ea4\u767b\u5f55\u662f\u4e00\u79cd\u66f4\u5feb\u6377\u7684\u9009\u62e9\uff0c\u5b83\u80fd\u5e26\u6765\u591a\u65b9\u9762\u7684\u76ca\u5904\uff0c\u4e0d\u4ec5\u80fd\u63d0\u9ad8\u8f6c\u5316\u7387\uff0c\u8fd8\u80fd\u6269\u5927\u89c4\u6a21\u3001\u51cf\u5c11\u653e\u5f03\u8d2d\u7269\u8f66\u7684\u6570\u91cf\uff0c\u5e76\u83b7\u53d6\u66f4\u591a\u53ef\u8fdb\u4e00\u6b65\u7528\u4e8e\u8425\u9500\u6f0f\u6597\u4f18\u5316\u7684\u7cbe\u51c6\u5ba2\u6237 data\u3002.<\/p>\n

\u8be5\u8fc7\u7a0b\u7b80\u5355\u660e\u4e86\uff0c\u53ea\u9700\u4e09\u4e2a\u6b65\u9aa4\u5373\u53ef\u5b8c\u6210\uff1a<\/p>\n<\/div>

\"Personalised<\/span><\/div>

6.S2S \u6574\u5408<\/h3><\/div>

\u670d\u52a1\u5668\u5230\u670d\u52a1\u5668 API \u53ef\u7528\u4e8e\u76f4\u63a5\u96c6\u6210\u6838\u5fc3\u4e2a\u6027\u5316\u8ddf\u8e2a API \u5e76\u63d0\u4f9b\u5b9e\u65f6\u4e2a\u6027\u5316\u3002\u6700\u8fd1\uff0cFacebook \u5bf9 S2S API \u8fdb\u884c\u4e86\u5e7f\u6cdb\u5f00\u53d1\uff0c\u73b0\u5728\u4ee5 \u201cFacebook \u8f6c\u6362 API\u201d\uff08FB-CAPI\uff09\u7684\u65b0\u540d\u79f0\u51fa\u73b0\u3002FB-CAPI \u76f4\u63a5\u5411 Facebook \u4f20\u8f93\u4e8b\u4ef6\uff08\u7528\u6237\u5728\u7f51\u7ad9\u4e0a\u6267\u884c\u7684\u64cd\u4f5c\uff09\uff0c\u65e0\u9700\u7b2c\u4e09\u65b9 cookie\u3002\u867d\u7136\u5e02\u573a\u4e0a\u5bf9 data \u7684\u4f7f\u7528\u548c\u5408\u89c4\u6027\u5b58\u5728\u4e89\u8bae\uff0c\u4f46\u5982\u679c\u6b63\u786e\u5b9e\u65bd\u5e76\u4e0e\u6cd5\u5f8b\u90e8\u95e8\u4fdd\u6301\u4e00\u81f4\uff0c\u8fd9\u5c06\u662f\u672a\u6765\u5c06\u7b2c\u4e09\u65b9\u5e7f\u544a\u5de5\u5177\u4e0e\u7f51\u7ad9\u6574\u5408\uff0c\u4e3a\u5ba2\u6237\u63d0\u4f9b data-driven \u4e2a\u6027\u5316\u670d\u52a1\u7684\u8d8b\u52bf\u3002.<\/p>\n<\/div>

\"Personalised<\/span><\/div>

\u7ed3\u8bba<\/h2><\/div>

\u4e2a\u6027\u5316\u4e0d\u4f1a\u51cf\u5c11\uff0c\u4e5f\u4e0d\u4f1a\u6d88\u4ea1\uff0c\u4f46\u5f53\u524d\u7684\u6280\u672f\u548c\u76d1\u7ba1\u53d8\u5316\u80af\u5b9a\u4f1a\u4fc3\u4f7f\u4f01\u4e1a\u60f3\u51fa\u65b0\u7684\u521b\u65b0\u65b9\u6cd5\uff0c\u5728\u6b63\u786e\u7684\u65f6\u95f4\u4ee5\u6b63\u786e\u7684\u5185\u5bb9\u548c\u6b63\u786e\u7684\u4fe1\u606f\u63a5\u89e6\u5ba2\u6237\u3002\u4f5c\u4e3a\u4e00\u5bb6\u516c\u53f8\uff0c\u4f60\u5fc5\u987b\u4e3a\u672a\u6765\u51e0\u5e74\u5236\u5b9a\u4e2a\u6027\u5316\u6218\u7565\u3002\u6211\u4eec\u7684\u5efa\u8bae\u662f\uff0c\u9996\u5148\u5728\u51e0\u4e2a\u5e02\u573a\u4e2d\u91c7\u7528\u6d4b\u8bd5\u548c\u5b66\u4e60\u7684\u65b9\u6cd5\uff0c\u5b9e\u73b0\u591a\u4e2a\u901f\u8d62\u3002\u7136\u540e\uff0c\u770b\u770b\u54ea\u79cd\u4e2a\u6027\u5316\u6280\u672f\u548c\u79d1\u6280\u80fd\u5e26\u6765\u66f4\u591a\u7684\u6295\u8d44\u56de\u62a5\u7387\uff0c\u5e76\u5e26\u6765\u66f4\u9ad8\u7684\u7528\u6237\u53c2\u4e0e\u5ea6\/\u4ef7\u503c\u3002\u91c7\u7528\u5e76\u63a8\u5e7f\u8fd9\u4e9b\u901f\u8d62\u6280\u672f\uff0c\u7ee7\u7eed\u5f00\u53d1\u4e2a\u6027\u5316\u4ea7\u54c1\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"

\u6280\u672f\u8fdb\u6b65\u548c GDPR \u6cd5\u89c4\u4fc3\u4f7f\u4f01\u4e1a\u601d\u8003\u63d0\u4f9b\u4e2a\u6027\u5316\u8425\u9500\u7684\u65b0\u65b9\u6cd5\u3002.<\/p>","protected":false},"featured_media":67747,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-67731","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\/67731","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\/67747"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=67731"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=67731"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=67731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}