{"id":60474,"date":"2021-04-29T15:33:11","date_gmt":"2021-04-29T14:33:11","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=60474"},"modified":"2024-09-20T17:39:23","modified_gmt":"2024-09-20T16:39:23","slug":"north-sails-growing-client-base-and-long-term-sales-by-steering-campaign-performance-using-real-time-crm-data","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/north-sails-growing-client-base-and-long-term-sales-by-steering-campaign-performance-using-real-time-crm-data\/","title":{"rendered":"<span class=\"highlight\">\u5317\u822a<\/span> \u5229\u7528\u5b9e\u65f6\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\uff08CRM\uff09\u6307\u5bfc\u6d3b\u52a8\u7ee9\u6548\uff0c\u6269\u5927\u5ba2\u6237\u57fa\u7840\u548c\u957f\u671f\u9500\u552e data"},"content":{"rendered":"<article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling case-content\" 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-padding-right-medium:5%;--awb-padding-left-medium:5%;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-space-between 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_1 1_1 fusion-flex-column text-image-block-video-content1\" 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-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u6311\u6218\uff1a\u901a\u8fc7\u4ed8\u8d39\u5e7f\u544a\u62d3\u5c55\u56fd\u9645\u7535\u5b50\u5546\u52a1\uff0c\u540c\u65f6\u4fdd\u6301\u826f\u597d\u7684 ROAS \u5e76\u8861\u91cf\u4ed8\u8d39\u5a92\u4f53\u5bf9\u4e1a\u7ee9\u7684\u5f71\u54cd<\/h2><\/div><div class=\"fusion-text fusion-text-1\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>North Sails \u662f\u4e00\u5bb6\u56fd\u9645\u5e06\u8239\u5236\u9020\u5546\u548c\u670d\u88c5\u5236\u9020\u5546\uff0c\u4e1a\u52a1\u904d\u53ca 29 \u4e2a\u56fd\u5bb6\u3002\u4ed6\u4eec\u7684\u8239\u8fd0\u904d\u5e03\u5168\u7403\uff0c\u6d3b\u8dc3\u4e8e\u5fb7\u56fd\u3001\u82f1\u56fd\u3001\u6cd5\u56fd\u548c\u897f\u73ed\u7259\u7b49\u5e02\u573a\uff0c\u4f46\u5e0c\u671b\u6269\u5927\u56fd\u9645\u5e02\u573a\u4efd\u989d\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u4f5c\u4e3a North Sails \u7684\u957f\u671f\u6570\u5b57\u548c data \u5408\u4f5c\u4f19\u4f34\uff0cArtefact \u88ab\u8981\u6c42\u5e2e\u52a9\u8be5\u516c\u53f8\u901a\u8fc7\u641c\u7d22\u3001\u793e\u4ea4\u548c\u5c55\u793a\u5e7f\u544a\u5c06\u5176\u7535\u5b50\u5546\u52a1\u6269\u5c55\u5230\uff08\u76f8\u5bf9\uff09\u65b0\u7684\u5e02\u573a\uff0c\u5feb\u901f\u5f15\u5165\u6570\u5b57\u54c1\u724c\uff0c\u540c\u65f6\u4fdd\u6301\u5065\u5eb7\u7684\u7ee9\u6548 KPI\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u4f5c\u4e3a\u4e00\u4e2a <strong>\u5feb\u901f\u53d1\u5c55\u7684\u516c\u53f8\uff0c\u6295\u8d44\u9884\u7b97\u6709\u9650<\/strong>, \u5317\u5e06\u5fc5\u987b <strong>\u7cbe\u6253\u7ec6\u7b97<\/strong>. .\u4e3a\u786e\u4fdd\u6709\u6548\u652f\u51fa\uff0c\u8bbe\u5b9a\u4e86\u4ee5\u4e0b\u4e24\u4e2a\u6761\u4ef6\uff1a<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-angle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\uff08ROAS\uff09\u5fc5\u987b\u59cb\u7ec8\u4fdd\u6301\u6b63\u503c\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u5a92\u4f53\u6e20\u9053\u7684\u6548\u679c\uff0c\u5982\u641c\u7d22\u7684\u8f85\u52a9\u5f71\u54cd\uff0c\u5fc5\u987b\u52a0\u4ee5\u8861\u91cf\u5e76\u91c7\u53d6\u884c\u52a8\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u89e3\u51b3\u65b9\u6848\uff1a\u5728\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b\u4e2d\u6574\u5408\u5317\u5e06\u7b2c\u4e00\u65b9\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406 data\uff0c\u5c06\u8de8\u6e20\u9053\u4ed8\u8d39\u5a92\u4f53\u7ee9\u6548\u4e0e\u5ba2\u6237\u65c5\u7a0b\u8054\u7cfb\u8d77\u6765<\/h2><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u89e3\u51b3\u65b9\u6848\u662f\u5c06 North Sails <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.artefact.com\/news\/1st-party-data-sg\/&amp;sa=D&amp;source=editors&amp;ust=1620814153180000&amp;usg=AOvVaw0hga-jkltemnN3EjVi0VEA\">first-party CRM data<\/a> \u4e8e <strong>\u5b9a\u5236\u5f52\u56e0\u6a21\u578b\uff0c\u5c06\u8de8\u6e20\u9053\u4ed8\u8d39\u5a92\u4f53\u7ee9\u6548\u4e0e\u5ba2\u6237\u65c5\u7a0b\u8054\u7cfb\u8d77\u6765<\/strong>. .\u4e3a\u6b64\uff0c\u5fc5\u987b\u5236\u5b9a\u4ee5\u4e0b\u8ba1\u5212\uff1b;<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-2 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-angle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u533a\u5206\u6765\u81ea\u65b0\u5ba2\u6237\u8fd8\u662f\u8001\u5ba2\u6237\u7684\u4ea4\u6613\uff1b;<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-angle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u54ea\u4e9b\u6e20\u9053\u63a8\u52a8\u4e86\u4ea4\u6613\uff0c\u54ea\u4e9b\u5176\u4ed6\u6e20\u9053\u5728\u534f\u52a9\u4ea4\u6613\u4e2d\u53d1\u6325\u4e86\u4f5c\u7528\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u4e3a\u4e86\u533a\u5206\u8001\u5ba2\u6237\u548c\u65b0\u5ba2\u6237 <a href=\"https:\/\/www.artefact.com\/zh\/digital-marketing-3\/channel-expertise-crm\/\">CRM data<\/a> \u5fc5\u987b\u5c06\u6765\u81ea Salesforce \u7684\u6570\u636e\u4ece\u540e\u53f0\u8f6c\u53d1\u5230 data \u5c42\uff0c\u4ee5\u4fbf\u5728 Google Tag Manager \u4e2d\u7528\u4e8e\u6807\u7b7e\u548c\u89e6\u53d1\u5668\uff08\u5982 Floodlight\uff09\u3002\u901a\u8fc7\u5e7f\u544a\u670d\u52a1\u5668\uff08\u5728\u672c\u4f8b\u4e2d\u4e3a Campaign Manager 360\uff09\u8bbe\u7f6e\u4e00\u4e2a\u5f52\u56e0\u6a21\u578b\u6765\u6620\u5c04\u8f6c\u5316\u6d1e\u5bdf\uff0c\u8be5\u6a21\u578b\u53ea\u67e5\u770b\u70b9\u51fb\u60c5\u51b5\uff0c\u4ee5\u4fbf\u6bd4\u8f83\u4ed8\u8d39\u641c\u7d22\u3001\u4ed8\u8d39\u793e\u4ea4\u548c\u5c55\u793a\u5e7f\u544a\u3002\u4e3a\u4e86\u6620\u5c04\u6240\u6709\u6e20\u9053\uff0c\u5fc5\u987b\u5bf9\u6e20\u9053\u8fdb\u884c\u8ddf\u8e2a\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u4e3a\u4e86\u83b7\u5f97\u6e20\u9053\u7ee9\u6548\u7684\u6700\u4f73\u89c6\u89d2\uff0c\u6211\u4eec\u5efa\u7acb\u4e86\u6700\u540e\u70b9\u51fb\u6cdb\u5149\u706f\u6a21\u578b\uff08100% \u5c06\u5176\u8f6c\u6362\u4e3a\u6700\u540e\u70b9\u51fb\uff09\u548c\u7ebf\u6027\u8f6c\u6362\u6a21\u578b\u4e4b\u95f4\u7684\u6bd4\u8f83\u3002\u5c06\u8f6c\u6362\u4e0e\u8f85\u52a9\u8f6c\u6362\u8fdb\u884c\u6bd4\u8f83\uff0c\u53ef\u4ee5\u663e\u793a\u4e0d\u540c\u6e20\u9053\u5728\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u76f8\u4e92\u5f71\u54cd\u3002\u6700\u540e\uff0c\u901a\u8fc7\u5f52\u56e0\u6a21\u578b\u548c\u6bd4\u8f83\u4e2d\u7684\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406 data\u7efc\u5408\u89c6\u56fe\uff0c\u53ef\u4ee5\u770b\u51fa\u6709\u591a\u5c11\u8001\u5ba2\u6237\u548c\u65b0\u5ba2\u6237\u901a\u8fc7\u6bcf\u4e2a\u6e20\u9053\u8f6c\u5316\uff0c\u4ee5\u53ca\u5728\u6f0f\u6597\u7684\u54ea\u4e2a\u90e8\u5206\u8f6c\u5316\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u8be5\u89e3\u51b3\u65b9\u6848\u7684\u72ec\u7279\u4e4b\u5904\u5728\u4e8e <strong>\u7531\u4e8e\u6700\u65b0\u7684 CRM data \u76f4\u63a5\u8fde\u63a5\u5230\u540e\u7aef\uff0c\u56e0\u6b64\u53ef\u4ee5\u5b9e\u65f6\u67e5\u770b\u6027\u80fd\u7ed3\u679c<\/strong>. .\u56e0\u6b64\u3001, <strong>\u53ef\u5373\u65f6\u8c03\u6574\u8425\u9500\u6d3b\u52a8\u8bbe\u7f6e\uff0c\u4ee5\u5b9e\u73b0\u8425\u9500\u76ee\u6807<\/strong>. .\u5c31 North Sails \u800c\u8a00\uff0c\u5c31\u662f\u83b7\u5f97\u66f4\u591a\u65b0\u5ba2\u6237\u3002\u5982\u679c\u6ca1\u6709\u8fd9\u79cd\u5148\u8fdb\u7684\u6a21\u578b\u4ee5\u53ca\u4e0e North Sails CRM data \u7684\u5b9e\u65f6\u96c6\u6210\uff0c\u5c31\u65e0\u6cd5\u9488\u5bf9\u8fd9\u4e00\u5173\u952e\u7ee9\u6548\u6307\u6807\u5bf9\u8425\u9500\u6d3b\u52a8\u8fdb\u884c\u4f18\u5316\uff0c\u56e0\u4e3a data \u53ea\u80fd\u5728\u56de\u987e\u65f6\u770b\u5230\u3002.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">\u4e1a\u7ee9\u4e1a\u7ee9\u8d85\u8fc7\u76ee\u6807\uff0c\u9500\u552e\u989d\u540c\u6bd4\u589e\u957f 66%<\/h2><\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u7ecf\u8fc7 6 \u4e2a\u6708\u7684\u8bd5\u8fd0\u884c\uff0c\u6d3b\u52a8\u6548\u679c\u4ee4\u4eba\u60ca\u53f9\uff1a<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-3 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u4ed8\u8d39\u5a92\u4f53\u6e20\u9053\u7684\u9500\u552e\u989d\u540c\u6bd4\u589e\u957f\u4e86 66%\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u7ed3\u679c\u6bd4\u516c\u53f8\u76ee\u6807\u9ad8\u51fa 18%\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-9\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u9664\u4e86\u79ef\u6781\u7684\u6d3b\u52a8\u6210\u679c\u4e4b\u5916\u3001, <strong>\u6d4b\u8bd5\u4e3a\u4e86\u89e3\u4ed8\u8d39\u641c\u7d22\u3001\u5c55\u793a\u548c\u793e\u4ea4\u5e7f\u544a\u5728\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u4f5c\u7528\u63d0\u4f9b\u4e86\u5b9d\u8d35\u7684\u7ecf\u9a8c<\/strong>, \u8fd9\u4e9b\u90fd\u5c06\u5728\u672a\u6765\u7684 \"\u5317\u5e06 \"\u5a92\u4f53\u8ba1\u5212\u4e2d\u5b9e\u65bd\u3002\u6b64\u5916\u3001, <strong>North Sails \u5c06\u7ee7\u7eed\u53d7\u76ca\u4e8e CRM \u96c6\u6210\uff0c\u56e0\u4e3a\u5b83\u6539\u8fdb\u4e86\u518d targeting \u9009\u9879\uff0c\u4e3a\u7279\u5b9a\u5e02\u573a\u7684\u6269\u5f20\u6218\u7565\u63d0\u4f9b\u4e86\u4fe1\u606f\uff0c\u5e76\u4e3a data-driven \u5f52\u56e0\u6a21\u5f0f\u94fa\u5e73\u4e86\u9053\u8def\u3002<\/strong>.<\/p>\n<\/div><\/div><\/div><\/div><\/article>","protected":false},"excerpt":{"rendered":"<p>\u5317\u65b9\u98ce\u5e06\u516c\u53f8\uff1a\u5229\u7528\u5b9e\u65f6\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\uff08CRM\uff09\u6307\u5bfc\u6d3b\u52a8\u7ee9\u6548\uff0c\u6269\u5927\u5ba2\u6237\u7fa4\u548c\u957f\u671f\u9500\u552e 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