{"id":16356,"date":"2021-02-24T10:50:00","date_gmt":"2021-02-24T10:50:00","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&p=16356"},"modified":"2024-09-20T17:39:20","modified_gmt":"2024-09-20T16:39:20","slug":"lacoste-using-data-appropriation-to-drive-digital-transformation","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/lacoste-using-data-appropriation-to-drive-digital-transformation\/","title":{"rendered":"LACOSTE<\/span> \u5229\u7528 data \u62e8\u6b3e\u63a8\u52a8\u6570\u5b57\u5316\u8f6c\u578b"},"content":{"rendered":"

\u4e0b\u8f7d\u5b8c\u6574\u7684\u6848\u4f8b\u7814\u7a76\u7535\u5b50\u4e66\uff01<\/span><\/a><\/div><\/div><\/div><\/div><\/div>

\u4e0b\u8f7d\u5ba2\u6237\u6848\u4f8b (EN)<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u4e0b\u8f7d Cas Client (FR)<\/a><\/p>\n<\/div><\/div><\/div>

\u62c9\u79d1\u65af\u7279\u7684\u6311\u6218<\/h2><\/div>

\u8457\u540d\u6210\u8863\u54c1\u724c Lacoste \u901a\u8fc7\u5bc6\u96c6\u7684\u96f6\u552e\u5e97\u7f51\u7edc\u548c\u4e0d\u65ad\u53d1\u5c55\u7684\u7535\u5b50\u5546\u52a1\u9500\u552e\u6807\u5fd7\u6027\u7684\u7537\u88c5\u548c women \u670d\u88c5\u3002\u5728\u7814\u7a76\u5982\u4f55\u4f18\u5316\u5176\u8425\u9500\u6d3b\u52a8\u65f6\uff0cLacoste \u7684\u5ba2\u6237\u53c2\u4e0e\u56e2\u961f\u8981\u6c42 Artefact \u5bf9\u5176 Data \u7ba1\u7406\u5e73\u53f0\u8fdb\u884c\u5ba1\u6838\uff0c\u8be5\u5e73\u53f0\u662f\u534f\u8c03\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u7684\u5173\u952e\u5de5\u5177\u3002.<\/p>\n<\/div>

DMP \u53ef\u6536\u96c6\u3001\u5b58\u50a8\u548c\u7ec4\u7ec7 data\uff0c\u4f7f data \u6613\u4e8e\u8bbf\u95ee\u548c\u7528\u4e8e\u5ba2\u6237\u7ec6\u5206\uff0c\u5e76\u4fbf\u4e8e\u63a5\u89e6\u8425\u9500\u6fc0\u6d3b\u5de5\u5177\u3002.<\/p>\n<\/div>

\u8fd9\u6b21\u5ba1\u8ba1\u5e2e\u52a9 Lacoste \u5b9e\u73b0\u4e86\u4e24\u4e2a\u76ee\u6807\uff1a\u901a\u8fc7\u521b\u65b0\u4f7f\u7528\u6848\u4f8b\u63d0\u9ad8\u6570\u5b57\u6fc0\u6d3b\u6027\u80fd\uff0c\u4ee5\u53ca\u63a7\u5236 data \u4ee5\u4fc3\u8fdb\u5ba2\u6237\u5173\u7cfb\u4e2a\u6027\u5316\u6218\u7565\u3002.<\/p>\n<\/div>

\u4e3a\u4e86\u5e2e\u52a9 Lacoste\uff0c\u6211\u4eec\u9700\u8981<\/h2><\/div>

\u4f18\u5316\u5176\u5e7f\u544a\u7ec6\u5206\u548c targeting \u5de5\u5177\uff0c\u4ee5\u63d0\u9ad8\u6548\u7387\u5e76\u5bfb\u6c42\u66f4\u591a\u9500\u552e\u3002.<\/b><\/p>\n<\/div>

\u83b7\u5f97\u6240\u6709\u6536\u96c6\u3001\u7ec6\u5206\u548c data \u66dd\u5149\u6d3b\u52a8\u7684\u53ef\u89c1\u6027\u548c\u63a7\u5236\u6743\u3002.<\/b><\/p>\n<\/div>

\u62c9\u79d1\u65af\u7279\u89e3\u51b3\u65b9\u6848<\/h2><\/div>

\u5ba1\u8ba1\u5b8c\u6210\u540e\uff0cArtefact \u5efa\u8bae\u91c7\u7528\u57fa\u4e8e\u8c37\u6b4c\u4e91 (GCP) \u57fa\u7840\u8bbe\u65bd\u7684\u5185\u90e8\u89e3\u51b3\u65b9\u6848\u3002 \u6211\u4eec\u5e2e\u52a9 Lacoste \u56e2\u961f\u5b9e\u65bd\u4e86\u65b0\u73af\u5883\uff0c\u4f7f\u4ed6\u4eec\u80fd\u591f\u8fde\u63a5\u6240\u6709 data \u6765\u6e90\u548c\u6fc0\u6d3b\u5de5\u5177\u3002<\/p>\n<\/div>

1.\u6839\u636e\u7528\u4f8b\u521b\u5efa\u65b0\u7684 data \u67b6\u6784\u00a0\u200c \u200c<\/i><\/b><\/p>\n<\/div>

Lacoste \u7684\u6218\u7565\u6311\u6218\u4e4b\u4e00\u662f\u534f\u8c03\u5b9e\u4f53\u9500\u552e\u70b9\u548c\u7535\u5b50\u5546\u52a1\u7f51\u7ad9\u4e4b\u95f4\u7684\u5ba2\u6237\u65c5\u7a0b\u3002 Artefact \u9879\u76ee\u7684\u6838\u5fc3\u662f\u8fde\u63a5 Lacoste data \u7684\u591a\u4e2a\u6765\u6e90\uff1a\u4ea4\u6613\uff08\u7ebf\u4e0b\u548c\u5728\u7ebf\uff09\uff1b\u884c\u4e3a\uff08\u6765\u81ea\u5a92\u4f53\u4e92\u52a8\uff09\uff1b\u73b0\u573a\u548c\u7535\u5b50\u90ae\u4ef6\uff1b\u4ee5\u53ca\u793e\u4f1a\u4eba\u53e3\u58f0\u660e\uff08\u5206\u522b\u4f7f\u7528 Cegid CBR\/Y2\u3001Salesforce Commerce Cloud\u3001GA 360 \u548c Cheetah \u5206\u6790\u5de5\u5177\uff09\u3002.<\/p>\n<\/div>

\u63a5\u4e0b\u6765\uff0c\u5bf9\u6bcf\u4e2a Lacoste \u5ba2\u6237\u7684\u65c5\u7a0b\u8fdb\u884c\u4e86\u534f\u8c03\uff0c\u4ee5\u4fbf\u80fd\u591f\u5b9e\u65bd\u4ef7\u503c\u6fc0\u6d3b\u4f7f\u7528\u6848\u4f8b\uff0c\u540c\u65f6\u5c0a\u91cd\u8fd9\u4e9b\u5ba2\u6237\u7684\u8de8\u6e20\u9053\u884c\u4e3a\u3002.<\/p>\n<\/div>

\u6240\u6709\u8fd9\u4e9b\u670d\u52a1\u90fd\u662f\u5728\u8c37\u6b4c\u4e91\u5e73\u53f0\u4e0a\u5f00\u53d1\u7684\uff0c\u4f7f\u7528\u5e76\u8c03\u6574\u4e86\u8be5\u5e73\u53f0\u7684\u4e0d\u540c\u7ec4\u4ef6\uff0c\u4ee5\u6ee1\u8db3 Lacoste \u7684 data \u6536\u96c6\u3001\u5904\u7406\u548c\u66dd\u5149\u9700\u6c42\u3002.<\/p>\n<\/div>

\u9879\u76ee\u7684\u7b2c\u4e00\u9636\u6bb5\u5305\u62ec\u56db\u4e2a\u4f7f\u7528\u6848\u4f8b\uff0c\u91cd\u70b9\u662f\u7535\u5b50\u90ae\u4ef6\u548c\u5a92\u4f53\u6fc0\u6d3b\u3002<\/p>\n<\/div>

  • <\/i><\/span>
    \n

    \u6839\u636e\u7528\u6237\u5728\u7f51\u7ad9\u4e0a\u7684\u8bbf\u95ee\u8fc7\u7a0b\uff0c\u63d0\u4f9b\u4e2a\u6027\u5316\u7684\u8bbf\u95ee\u540e retargeting\u3002.<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u5f53\u65e5\u653e\u5f03\u8d2d\u7269\u8f66\u4f46\u672a\u5728\u5e97\u5185\u8d2d\u4e70\u7684\u60c5\u51b5\u4e0b\u53d1\u9001\u7684\u7535\u5b50\u90ae\u4ef6\u3002.<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u5728 Lacoste \u91cd\u8981\u6d3b\u52a8\uff08\u4fc3\u9500\u3001\u5723\u74e6\u4f26\u4e01\u8282\u7b49\uff09\u671f\u95f4\u5f00\u5c55\u793e\u4ea4\u5a92\u4f53\u6d3b\u52a8\u3002<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u6ca1\u6709\u518dtargeting \u7684 Lacoste \u987e\u5ba2\u5728\u6570\u5b57\u8bbf\u95ee\u540e\u8fdb\u884c\u5b9e\u4f53\u8d2d\u4e70\u3002.<\/p>\n<\/div><\/li><\/ul>

    \u8fd9\u4e9b\u9996\u6279\u8bd5\u70b9\u9879\u76ee\u4ec5\u9650\u4e8e Lacoste \u4e4b\u524d\u6d4b\u8bd5\u8fc7\u7684\u4f7f\u7528\u6848\u4f8b\uff0c\u4ee5\u4fbf\u4e0e\u5176\u4e4b\u524d\u7684\u5de5\u5177\u8fdb\u884c\u6027\u80fd\u6bd4\u8f83\u3002<\/p>\n<\/div>

    2.\u56e2\u961f\u91cd\u7ec4\u548c\u57f9\u8bad\uff0c\u4f7f DMP \u7ba1\u7406\u5185\u90e8\u5316<\/b><\/p>\n<\/div>

    \u4e3a\u4e86\u5c06\u8fd9\u4e00\u65b0\u5de5\u5177\u5b9a\u4f4d\u4e3a Lacoste \u6570\u5b57\u5316\u8f6c\u578b\u7684\u6838\u5fc3\uff0c\u6211\u4eec\u63d0\u51fa\u5e76\u5b9e\u65bd\u4e86\u4e00\u4e2a\u65b0\u7684\u7ec4\u7ec7\uff0c\u5305\u62ec\u6307\u5b9a\u4e1a\u52a1\u548c\u6280\u672f\u4ea7\u54c1\u8d1f\u8d23\u4eba\uff0c\u8d1f\u8d23\u4ee5\u4e0b\u4e24\u4ef6\u4e8b\uff1a\u63a8\u51fa\u7531 DMP \u652f\u6301\u7684\u521b\u65b0\u6fc0\u6d3b\u7528\u4f8b\uff0c\u5e76\u786e\u4fdd\u7528\u4e8e\u6ee1\u8db3\u8fd9\u4e9b\u7528\u4f8b\u9700\u6c42\u7684 GCP \u670d\u52a1\u7684\u6280\u672f\u53d1\u5c55\u3002<\/p>\n<\/div>

    \u901a\u8fc7\u52a0\u5f3a\u5185\u90e8 data \u4e13\u4e1a\u6280\u672f\uff0cLacoste \u5f97\u4ee5\u5229\u7528\u5176\u65b0\u7684 DMP \u5de5\u5177\uff0c\u5e76\u5728\u4e0d\u4f9d\u8d56\u7b2c\u4e09\u65b9\u7f16\u8f91\u5668\u7684\u60c5\u51b5\u4e0b\uff0c\u5bf9\u5176\u5ba2\u6237 data \u8fdb\u884c\u6781\u4e3a\u7ec6\u81f4\u7684\u4e86\u89e3\u3002.<\/p>\n<\/div>

    3.\u63a2\u7d22\u65b0\u89c6\u89d2<\/b><\/p>\n<\/div>

    2020 \u5e74\uff0c\u6211\u4eec\u5c06\u7ee7\u7eed\u4e0e Lacoste \u5408\u4f5c\u3002 \u76ee\u524d\u6b63\u5728\u6784\u5efa\u65b0\u7684\u3001\u66f4\u590d\u6742\u7684\u4f7f\u7528\u6848\u4f8b\uff0c\u4ee5\u4fbf\u5728\u7b2c\u4e00\u6279\u6210\u679c\u7684\u57fa\u7840\u4e0a\u4e0d\u65ad\u6269\u5927\u3002 \u8be5\u9879\u76ee\u73b0\u5df2\u8fdb\u5165\u89c4\u6a21\u5316\u9636\u6bb5\uff0cDMP \u4f7f\u7528\u6848\u4f8b\u7684\u5730\u57df\u8303\u56f4\u6709\u6240\u6269\u5927\uff0c\u76ee\u524d\u5df2\u5728\u4e09\u4e2a\u56fd\u5bb6\u90e8\u7f72\u3002\u8be5\u5de5\u5177\u5c06\u4e8e 2020 \u5e74\u5728\u6240\u6709\u6b27\u6d32\u56fd\u5bb6\u6295\u5165\u4f7f\u7528\uff0c\u590d\u5236\u5728\u5df4\u9ece\u8bd5\u884c\u7684\u4f7f\u7528\u6848\u4f8b\uff0c\u540c\u65f6\u6574\u5408\u6bcf\u4e2a\u5e02\u573a\u7279\u6709\u7684\u53d8\u91cf\u3002.<\/p>\n<\/div>

    \u4eca\u5929\uff0c\u65b0\u7684 DMP \u5de5\u5177\u4e3b\u8981\u5173\u6ce8\u5ba2\u6237\u53c2\u4e0e\uff0c\u7279\u522b\u662f\u901a\u8fc7\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u548c\u5a92\u4f53\uff0c\u4f46\u5176\u529f\u80fd\u548c\u6536\u96c6\u7684 data \u5c06\u4f7f\u6211\u4eec\u80fd\u591f\u8003\u8651\u57fa\u4e8e\u96f6\u552e\u4ef7\u503c\u94fe\u5176\u4ed6\u7ec4\u6210\u90e8\u5206\u7684\u4f7f\u7528\u6848\u4f8b\uff1a\u8d8b\u52bf\u8bc6\u522b\u3001\u9500\u552e\u9884\u6d4b\u3001\u5e93\u5b58\u77ed\u7f3a\u9884\u9632\u3002data \u96c6\u4e2d\u5316\u7684\u9996\u6b21\u5c1d\u8bd5\u4e3a Lacoste \u5f00\u8f9f\u4e86\u65b0\u7684\u63a2\u7d22\u7a7a\u95f4\u3002.<\/p>\n<\/div>

    Artefact \u8fd8\u5c06\u7ee7\u7eed\u6574\u5408\u5bf9 Lacoste \u81f3\u5173\u91cd\u8981\u7684\u4e24\u4e2a\u4e1a\u52a1\u4e3b\u9898\u3002 \u6211\u4eec\u7684\u987e\u95ee\u6b63\u5728\u7814\u7a76\u5982\u4f55\u6839\u636e\u8d2d\u4e70\u5386\u53f2\u3001\u793e\u4f1a\u4eba\u53e3\u7edf\u8ba1\u6807\u51c6\u7b49\uff0c\u5728\u7f51\u7ad9\u4e0a\u4e3a\u5ba2\u6237\u63d0\u4f9b\u4e2a\u6027\u5316\u670d\u52a1\u3002\u81f3\u4e8e\u7535\u5b50\u90ae\u4ef6\uff0c\u4ed6\u4eec\u8ba1\u5212\u901a\u8fc7\u5a92\u4f53\u91cd\u65b0\u6fc0\u6d3b\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u7cfb\u7edf\u4e2d\u7684\u4f11\u7720\u5ba2\u6237\u3002<\/p>\n<\/div>

    \u62c9\u79d1\u65af\u7279\u7684\u641c\u7d22\u7ed3\u679c<\/h2><\/div>

    \u8be5\u9879\u76ee\u7684\u7b2c\u4e00\u9636\u6bb5\u4f7f Lacoste \u80fd\u591f\u91cd\u65b0\u4f7f\u7528\u5176 data \u673a\u578b\uff0c\u540c\u65f6\u63d0\u9ad8\u5176\u56e2\u961f\u7684\u6280\u80fd\u3002.<\/p>\n<\/div>

    \u8fd9\u7b2c\u4e00\u5757 \"\u6240\u6709\u6743\u4e4b\u7816 \"\u662f\u5b9e\u65bd\u96c4\u5fc3\u52c3\u52c3\u7684\u6570\u5b57\u5316\u6218\u7565\u7684\u91cd\u8981\u6846\u67b6\u57fa\u7840\uff0c\u5b83\u5de7\u5999\u5730\u5229\u7528 data \u4f5c\u4e3a\u5728\u516c\u53f8\u5404\u4e2a\u5c42\u9762\u521b\u9020\u4ef7\u503c\u7684\u6760\u6746\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"

    \u4e86\u89e3\u6cd5\u56fd Artefact \u5982\u4f55\u5229\u7528 data \u62e8\u6b3e\u63a8\u52a8\u5168\u7403\u65f6\u5c1a\u96f6\u552e\u5546 Lacoste \u7684\u6570\u5b57\u5316\u8f6c\u578b\u3002.<\/p>","protected":false},"featured_media":16365,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[56,91],"class_list":["post-16356","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-luxury","category-retail"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases\/16356","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/16365"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=16356"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/categories?post=16356"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}