{"id":68570,"date":"2023-01-02T15:54:31","date_gmt":"2023-01-02T15:54:31","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=68570"},"modified":"2024-09-20T17:45:53","modified_gmt":"2024-09-20T16:45:53","slug":"mroi-a-new-data-driven-approach-to-measuring-on-and-offline-campaigns","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/mroi-a-new-data-driven-approach-to-measuring-on-and-offline-campaigns\/","title":{"rendered":"\u64ad\u5ba2\uff1aMROI | \u8861\u91cf\u7ebf\u4e0a\u7ebf\u4e0b\u6d3b\u52a8\u7684 data-driven \u65b0\u65b9\u6cd5"},"content":{"rendered":"

Artefact\u5408\u4f19\u4eba\u517cData\u5e02\u573a\u8425\u9500\u4e1a\u52a1\u8d1f\u8d23\u4ebaFlorian Thiebaut\u63a5\u53d7\u4e86Intuiti\u5236\u4f5c\u7684\u64ad\u5ba2 \u201cLes 5 minutes data \u201d\u7684\u91c7\u8bbf\u3002\u5728\u672c\u671f\u8282\u76ee\u4e2d\uff0cFlorian Thiebaut \u63a5\u53d7\u4e86\u91c7\u8bbf\uff0c\u4ecb\u7ecd\u4e86 Artefact \u4e3a\u5ba2\u6237\u63d0\u4f9b\u7684\u8861\u91cf\u5728\u7ebf\u5e7f\u544a\u6d3b\u52a8\u7ee9\u6548\u7684\u521b\u65b0\u89e3\u51b3\u65b9\u6848\u3002. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

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1- \u6570\u5b57\u6e20\u9053\u548c\u683c\u5f0f\u6210\u500d\u589e\u52a0<\/strong> \u8fd1\u5e74\u6765\uff0c\u793e\u4ea4\u7f51\u7edc\u65e5\u8d8b\u591a\u6837\u5316\uff0c\u5c55\u793a\u5f62\u5f0f\u4e5f\u5728\u4e0d\u65ad\u53d1\u5c55\u3002\u793e\u4ea4\u7f51\u7edc\u65e5\u8d8b\u591a\u6837\u5316\uff0c\u5c55\u793a\u5f62\u5f0f\u4e5f\u5728\u4e0d\u65ad\u53d1\u5c55\uff0c\u5c24\u5176\u662f\u8c37\u6b4c\u63d0\u4f9b\u7684\u53d1\u73b0\u6d3b\u52a8\u3001Performance Max \u6d3b\u52a8\u6216\u8c37\u6b4c\u5730\u56fe\u4e0a\u7684\u672c\u5730\u6d3b\u52a8\u7b49\u3002.<\/p>\n

2- \u4e2a\u4eba\u4fe1\u606f\u5904\u7406\u76f8\u5173\u6cd5\u89c4 data<\/strong> \u5728\u8fd9\u4e00\u95ee\u9898\u4e0a\uff0c\u5df2\u7ecf\u5f97\u5230\u4e86\u52a0\u5f3a\u3002\u5728 cookies \u6c89\u79ef\u4e4b\u524d\u5f81\u5f97\u540c\u610f\u5bf9\u8fd0\u52a8\u7684\u6d4b\u91cf\u4ea7\u751f\u4e86\u5f71\u54cd\uff0c\u56e0\u4e3a\u8fd0\u52a8\u7684\u6d4b\u91cf\u5386\u6765\u90fd\u662f\u4ee5\u8fd9\u79cd\u793a\u8e2a\u5242\u4e3a\u57fa\u7840\u7684\u3002.<\/p>\n

3- \u6280\u672f\u73af\u5883\u6b63\u5728\u53d1\u751f\u53d8\u5316<\/strong>. .\u7b2c\u4e09\u65b9 cookies \u548c\u67d0\u4e9b\u4e2a\u4eba\u6807\u8bc6\u7b26\uff08\u4f8b\u5982\u79fb\u52a8 ID\uff09\u5373\u5c06\u6d88\u5931\u3002\u8fd9\u4e9b\u90fd\u662f\u7f51\u7edc\u548c\u79fb\u52a8\u6d4f\u89c8\u5668\u7684\u51b3\u5b9a\uff0c\u800c\u4e0d\u662f\u6cd5\u89c4\u3002.<\/p>\n

4- \u4e0d\u786e\u5b9a\u7684\u7ecf\u6d4e\u73af\u5883 <\/strong>(\u5927\u6d41\u884c\u75c5\u3001\u901a\u8d27\u81a8\u80c0\u3001\u8fc7\u5ea6\u7ade\u4e89......\uff09\u5bf9\u5e7f\u544a\u5546\u7684\u9884\u7b97\u548c\u6295\u8d44\u7ba1\u7406\u65b9\u5f0f\u4ea7\u751f\u5f71\u54cd\u3002.<\/p>\n<\/div>

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1- \u8425\u9500\u7ec4\u5408\u6a21\u578b<\/strong>, \u901a\u5e38\u6bcf\u5e74\u8fdb\u884c\u4e24\u6b21\u6216\u6bcf\u5b63\u5ea6\u8fdb\u884c\u4e00\u6b21\u3002MMM \u53ef\u4e3a\u6240\u6709\u6e20\u9053\uff08\u5305\u62ec\u79bb\u7ebf\u6e20\u9053\uff09\u63d0\u4f9b\u6d1e\u5bdf\u548c\u5efa\u8bae\u3002\u7136\u800c\uff0c\u8fd9\u4e9b\u5206\u6790\u4e0d\u591f\u7ec6\u5316\uff0c\u4e0d\u6613\u64cd\u4f5c\uff0c\u800c\u4e14\u9891\u7387\u4e0d\u9ad8\u3002\u6b64\u5916\uff0c\u8fd9\u4e9b\u5206\u6790\u5f80\u5f80\u5916\u5305\u7ed9\u7b2c\u4e09\u65b9\u673a\u6784\u6216\u6280\u672f\u3002.<\/p>\n

2- \u5f52\u5c5e<\/strong>, \u4f8b\u5982\uff0c\u901a\u8fc7\u8c37\u6b4c\u5206\u6790\uff08Google Analytics\uff09\u83b7\u5f97\u7684\u4fe1\u606f\u63d0\u4f9b\u4e86\u826f\u597d\u7684\u7c92\u5ea6\uff08\u5e7f\u544a\u6d3b\u52a8\u3001audience \u548c\u683c\u5f0f\u5c42\u9762\uff09\u548c\u9891\u7387\uff08\u51e0\u4e4e\u5b9e\u65f6\uff09\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u8fd9\u4e9b\u4fe1\u606f\u4ecd\u5c40\u9650\u4e8e\u5728\u7ebf\u5e7f\u544a\u7684\u9500\u552e\u4e1a\u7ee9\uff0c\u65e0\u6cd5\u771f\u6b63\u5c06\u5404\u79cd\u6e20\u9053\uff08\u5c24\u5176\u662f\u7ebf\u4e0b\u6e20\u9053\uff09\u8054\u7cfb\u8d77\u6765\u3002.<\/p>\n

3- Geo-targeting \u5b9e\u9a8c<\/strong>, \u8fd9\u6837\u5c31\u6709\u53ef\u80fd\u5bf9 \u201c\u53cc\u80de\u80ce \u201d\u8fdb\u884c\u589e\u91cf\u6d4b\u8bd5\uff0c\u5e76\u4e86\u89e3\u6218\u7565\u53d8\u5316\u5bf9\u8425\u9500\u6d3b\u52a8\u7684\u5f71\u54cd\u3002\u4e0d\u8fc7\uff0c\u8fd9\u9700\u8981\u9891\u7e41\u6d4b\u8bd5\uff0c\u56e0\u6b64\u9700\u8981\u5927\u91cf\u9884\u7b97\u624d\u80fd\u83b7\u5f97\u53ef\u884c\u7684\u7ed3\u679c\u548c\u5efa\u8bae\u3002.<\/p>\n

\u8fd9\u4e9b\u8861\u91cf\u6280\u672f\u5df2\u4e0d\u80fd\u6ee1\u8db3\u9700\u8981\uff1a\u5b83\u4eec\u4e4b\u95f4\u51e0\u4e4e\u6ca1\u6709\u4ea4\u6d41\uff0c\u53ea\u662f\u90e8\u5206\u5730\u76f8\u4e92\u4e00\u81f4\uff0c\u56e0\u6b64\u65e0\u6cd5\u63d0\u4f9b\u8be6\u5c3d\u7684\u7ee9\u6548\u8861\u91cf\u89c6\u56fe\u3002\u56e0\u6b64\uff0c\u8425\u9500\u4eba\u5458\u5f88\u96be\u5feb\u901f\u3001\u5b9a\u671f\u5730\u6839\u636e\u5404\u79cd\u6760\u6746\u8c03\u6574\u9884\u7b97\u3002.<\/p>\n<\/div>

MROI\uff1a\u4f20\u7edf\u6d4b\u91cf\u6280\u672f\u7684\u65b0\u7ef4\u5ea6<\/h2><\/div>

\u5728 Artefact\uff0c\u6211\u4eec\u6b63\u5728\u5b9e\u65bd\u4e00\u79cd\u4e0e\u4e0a\u8ff0\u4e09\u79cd\u6280\u672f\u4e92\u8865\u7684\u65b9\u6cd5\uff0c\u6211\u4eec\u7684\u957f\u671f\u5ba2\u6237\u5df2\u7ecf\u5229\u7528\u4e86\u8fd9\u79cd\u65b9\u6cd5\u3002\u8fd9\u79cd\u65b9\u6cd5\u6211\u4eec\u79f0\u4e4b\u4e3a MROI\uff0c\u5b83\u5305\u62ec MMM \u5206\u6790\u7684\u5185\u90e8\u5316\u548c\u81ea\u52a8\u5316\uff0c\u4ee5\u8d85\u8d8a\u6d1e\u5bdf\u529b\u7684\u9891\u7387\u3001\u7c92\u5ea6\u548c\u53ef\u64cd\u4f5c\u6027\u3002.<\/p>\n

\u4e3a\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0cArtefact \u7684 MROI \u89e3\u51b3\u65b9\u6848\u5229\u7528\u4e86 GCP \u7b49 cloud \u6280\u672f\u7684\u8ba1\u7b97\u80fd\u529b\u3001Looker \u7b49 data \u53ef\u89c6\u5316\u6280\u672f\u4ee5\u53ca\u8c37\u6b4c GMP \u5de5\u5177\u5957\u4ef6\u63d0\u4f9b\u7684\u9ad8\u7c92\u5ea6\u8de8\u6e20\u9053 data \u6280\u672f\u3002.<\/p>\n

\u901a\u8fc7\u8fd9\u79cd\u65b9\u5f0f\uff0cdata \u5904\u7406\u5b9e\u73b0\u81ea\u52a8\u5316\uff0c\u4ece\u800c\u83b7\u5f97\u53ef\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u52a8\u6001\u53ef\u89c6\u5316\u7684\u6d1e\u5bdf\u529b Looker<\/a>. .\u8fd9\u6837\u5c31\u53ef\u4ee5\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u56de\u7b54\u4ed6\u4eec\u6bcf\u5929\u63d0\u51fa\u7684\u95ee\u9898\uff0c\u4f8b\u5982<\/p>\n<\/div>