{"id":67269,"date":"2023-12-01T20:20:42","date_gmt":"2023-12-01T20:20:42","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=67269"},"modified":"2024-09-25T16:02:20","modified_gmt":"2024-09-25T15:02:20","slug":"reckitt-audience-engine-solution-data-driven-marketing-by-artefact","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/reckitt-audience-engine-solution-data-driven-marketing-by-artefact\/","title":{"rendered":"<span class=\"highlight\">RECKITT<\/span> \u5229\u6d01\u65f6\u5229\u7528 Artefact \u53d7\u4f17\u5f15\u64ce\u4f18\u5316\u5a92\u4f53\u652f\u51fa\u5e76\u63d0\u9ad8\u9500\u552e\u989d"},"content":{"rendered":"<article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 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-0 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-1\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201cArtefact\u548c\u5229\u6d01\u65f6\u4e4b\u95f4\u7684\u5408\u4f5c\u5173\u7cfb\u662f\u60ca\u4eba\u7684\uff0c\u6211\u4eec\u5c06Artefact\u56e2\u961f\u89c6\u4e3a\u5229\u6d01\u65f6\u5927\u5bb6\u5ead\u7684\u4e00\u90e8\u5206\u3002  \u5458\u5de5\u662f \u201d\u53d7\u4f17\u5f15\u64ce \"\u6210\u529f\u7684\u5173\u952e\u56e0\u7d20\uff1b\u4ed6\u4eec\u63a8\u52a8\u6211\u4eec\u5c31\u9700\u8981\u91c7\u53d6\u7684\u6bcf\u4e00\u4e2a\u6b65\u9aa4\u8fdb\u884c\u5bf9\u8bdd\uff0c\u5e76\u4ee5\u4e13\u4e1a\u7684\u7cbe\u795e\u548c\u6280\u80fd\u4e0e\u4e3b\u8981\u5229\u76ca\u76f8\u5173\u8005\u8fdb\u884c\u4e92\u52a8\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\">Stanley Wang - \u53d7\u4f17\u5f15\u64ce\u4ea7\u54c1\u8d1f\u8d23\u4eba\uff0c\u5229\u6d01\u65f6<\/div>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:750px;--awb-max-height:422px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"YouTube \u89c6\u9891\u64ad\u653e\u5668 1\" src=\"https:\/\/www.youtube.com\/embed\/0C-7oV26Bqg?wmode=transparent&autoplay=0\" width=\"750\" height=\"422\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-3 description\" style=\"--awb-text-transform:none;\"><p>Artefact \u7684 data \u79d1\u5b66\u5bb6\u3001data \u5de5\u7a0b\u5e08\u548c\u987e\u95ee\u4e0e\u5229\u6d01\u65f6\u7684\u8f6c\u578b\u56e2\u961f\u5408\u4f5c\uff0c\u5b9e\u65bd\u4e86\u4e00\u4e2a\u529f\u80fd\u5f3a\u5927\u3001\u53ef\u6269\u5c55\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u4f7f\u5229\u6d01\u65f6\u80fd\u591f\u667a\u80fd\u5730\u5229\u7528 data \u4ece\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4e2d\u63d0\u9ad8\u9500\u552e\u6548\u7387\u3002  \u8be5\u5e73\u53f0\u88ab\u79f0\u4e3a \"\u53d7\u4f17\u5f15\u64ce\"\uff08Audience Engine\uff09\uff0c\u73b0\u5728\u5229\u6d01\u65f6\u5168\u7403\u5404\u5730\u7684\u56e2\u961f\u6bcf\u5929\u90fd\u5728\u4f7f\u7528\u8be5\u5e73\u53f0\u3002.<\/p>\n<\/div><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;\">\u6311\u6218<\/h2><\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three\" 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;\">\u8f6c\u578b\u4e3a\u6570\u5b57\u4f18\u5148\u578b\u4f01\u4e1a\uff0c\u6709\u6548\u5229\u7528 data \u63d0\u9ad8\u9500\u552e\u989d<\/h3><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-text-transform:none;\"><p>\u5229\u6d01\u65f6\u662f\u4e00\u5bb6\u8de8\u56fd\u6d88\u8d39\u54c1\u5305\u88c5\u516c\u53f8\uff08CPG\uff09\uff0c\u5728\u4e16\u754c\u5404\u5730\u90fd\u8bbe\u6709\u529e\u4e8b\u5904\u3002\u8be5\u516c\u53f8\u7684\u5b97\u65e8\u662f\u521b\u9020\u4e00\u4e2a\u66f4\u6e05\u6d01\u3001\u66f4\u5065\u5eb7\u7684\u4e16\u754c\uff0c\u5176\u4ea7\u54c1\u5305\u62ec Dettol\u3001Durex\u3001Harpic\u3001Lysol\u3001Nurofen \u548c Vanish \u7b49\u6df1\u53d7\u5bb6\u5ead\u559c\u7231\u7684\u4ea7\u54c1\u3002.<\/p>\n<p>\u4e0e\u4eca\u5929\u7684\u8bb8\u591a\u4f01\u4e1a\u4e00\u6837\uff0c\u5229\u6d01\u65f6\u8ba4\u8bc6\u5230\uff0c\u5b83\u4f9d\u8d56\u4e8e\u4f20\u7edf\u7684\u65b9\u6cd5\u6765\u4e86\u89e3\u5ba2\u6237--\u6839\u636e\u8c03\u67e5\u3001\u54c1\u724c\u77e5\u8bc6\u3001\u4eba\u53e3\u7edf\u8ba1\u3001\u6d88\u8d39\u548c\u5e02\u573a\u7edf\u8ba1\u63d0\u4f9b audience \u89c1\u89e3\u7684\u6d88\u8d39\u8005\u5c0f\u7ec4\uff1b\u8d2d\u7269\u8005\u4e3b\u8981\u901a\u8fc7\u7535\u89c6\u5e7f\u544a\u63a5\u89e6\u3002.<\/p>\n<p>\u5229\u6d01\u65f6\u7684\u4f7f\u547d\u662f\u5c06\u81ea\u5df1\u8f6c\u53d8\u4e3a data \u4f18\u5148\u578b\u4f01\u4e1a\uff0c\u6b64\u4e3e\u5c06\u4f7f\u5176\u80fd\u591f\u5229\u7528\u81ea\u8eab data \u7684\u4ef7\u503c\u6765\u52a0\u5f3a\u5bf9\u6d88\u8d39\u8005\u7684\u4e86\u89e3\uff0c\u4ece\u800c\u4f7f\u6570\u5b57\u5e7f\u544a\u66f4\u52a0\u6709\u6548\uff0c\u4ee5\u63d0\u9ad8\u9500\u552e\u989d\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201c\u6211\u4eec\u77e5\u9053\u4e16\u754c\u5df2\u7ecf\u53d1\u751f\u4e86\u53d8\u5316\uff1b\u6211\u4eec\u5e0c\u671b\u66f4\u6709\u6548\u5730\u5229\u7528\u6211\u4eec\u7684 data\uff0c\u63a8\u52a8\u9500\u552e\u989d\u7684\u589e\u957f\u201d\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\">Stanley Wang - \u53d7\u4f17\u5f15\u64ce\u4ea7\u54c1\u8d1f\u8d23\u4eba\uff0c\u5229\u6d01\u65f6<\/div>\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;\">\u89e3\u51b3\u65b9\u6848<\/h2><\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-three\" 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;\">Artefact \u53d7\u4f17\u5f15\u64ce\uff1a\u673a\u5668\u5b66\u4e60\u548c\u4eba\u5de5\u667a\u80fd\u6a21\u578b\u5c06 data \u8f6c\u5316\u4e3a\u53ef\u64cd\u4f5c\u7684\u6d1e\u5bdf\u529b<\/h3><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-text-transform:none;\"><p>Artefact \u89c2\u4f17\u5f15\u64ce\u91c7\u7528\u53ef\u6269\u5c55\u548c artificial intelligence\uff08\u4eba\u5de5\u667a\u80fd\uff09\u9a71\u52a8\u7684\u65b9\u6cd5\u6765\u5b9e\u73b0 first-party data\u3002.<\/p>\n<p>\u901a\u8fc7\u89c2\u5bdf\uff08\u5176\u7f51\u7ad9\u4e0a\u7684\uff09\u7528\u6237\u65c5\u7a0b\uff0c\u5229\u6d01\u65f6\u53ef\u4ee5\u6df1\u5165\u4e86\u89e3\u7528\u6237\u7684\u610f\u56fe\u53ca\u5176\u8d2d\u4e70\u503e\u5411\u3002Artefact \u7684\u5b9a\u5236\u673a\u5668\u5b66\u4e60\u6a21\u578b\u5229\u7528\u8fd9\u4e9b data \u4e3a\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u521b\u5efa\u8d85\u76ee\u6807 audience\u3002\u8fd9\u4e9b audience \u5efa\u7acb\u540e\u901a\u8fc7 API \u8fde\u63a5\u76f4\u63a5\u53d1\u9001\u5230\u6240\u9009\u62e9\u7684\u9700\u6c42\u65b9\u5e73\u53f0 (DSP)\uff0c\u5e76\u7528\u4e8e <span style=\"font-weight: 400;\">\u4f5c\u4e3a\u79cd\u5b50\u6bb5<\/span> \u5bf9\u4e8e <span style=\"font-weight: 400;\">\u5bfb\u627e DSP \u76f8\u4f3c\u6a21\u578b<\/span>\u00a0\u89c4\u6a21\u3002\u53d7\u4f17\u5f15\u64ce\u4f7f\u54c1\u724c\u80fd\u591f\u56de\u7b54\u5176\u5177\u4f53\u7684\u4e1a\u52a1\u95ee\u9898\uff0c\u66f4\u597d\u5730\u4e86\u89e3\u5ba2\u6237\uff0c\u5e76\u6839\u636e\u5ba2\u6237\u7684\u9700\u6c42\u9501\u5b9a\u76ee\u6807\u5ba2\u6237\u3002.<\/p>\n<p>\u662f\u4e3a\u6570\u4e0d\u591a\u7684\u8c37\u6b4c\u5408\u4f5c\u4f19\u4f34\u4e4b\u4e00<a href=\"https:\/\/www.artefact.com\/zh\/ai-technology\/cloud-certifications\/\"> \u5df2\u901a\u8fc7 Google \u4e91\u5e73\u53f0 (GCP) \u548c Google \u8425\u9500\u5e73\u53f0 (GMP) \u8ba4\u8bc1<\/a>, Artefact \u5229\u7528\u8fd9\u4e24\u4e2a\u5e73\u53f0\u5efa\u7acb\u4e86 Reckitt Audience \u5f15\u64ce\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201c\u540c\u65f6\u5229\u7528 GCP \u548c GMP \u4f7f\u6211\u4eec\u80fd\u591f\u5c06 data \u79fb\u5165\u4e00\u4e2a\u73af\u5883\uff0c\u5728\u8fd9\u4e2a\u73af\u5883\u4e2d\uff0c\u6211\u4eec\u53ef\u4ee5\u5e94\u7528\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u548c artificial intelligence \u6a21\u578b\uff0c\u7136\u540e\u5c06\u5176\u76f4\u63a5\u63a8\u56de GMP \u5e73\u53f0\uff0c\u4ee5\u83b7\u5f97\u6d1e\u5bdf\u529b\u548c\u6fc0\u6d3b\u201d\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\">Derek Li - \u9ad8\u7ea7 Data Consultant\u3001Artefact<\/div>\n<\/div><div class=\"fusion-text fusion-text-10\" style=\"--awb-text-transform:none;\"><p>\u53d7\u4f17\u5f15\u64ce\u5e2e\u52a9\u5229\u6d01\u65f6\u7684\u54c1\u724c\u8425\u9500\u4eba\u5458\u66f4\u6709\u6548\u5730\u5f00\u5c55\u6d3b\u52a8\uff0c\u89e6\u53ca\u6838\u5fc3\u6d88\u8d39\u8005\u3002  \u4f46\u5176\u76ca\u5904\u4e5f\u5ef6\u4f38\u5230\u4e86\u6574\u4e2a\u4e1a\u52a1\u9886\u57df\uff1a\u5a92\u4f53\u56e2\u961f\u80fd\u591f\u521b\u5efa\u66f4\u9ad8\u6548\u7684\u5a92\u4f53\u6d3b\u52a8\uff1b\u4f20\u64ad\u7b56\u7565\u5e08\u80fd\u591f\u66f4\u597d\u5730\u4e86\u89e3 audience \u7684\u6027\u80fd\uff0c\u5e76\u4ee5\u6b64\u6765\u786e\u5b9a\u672a\u6765\u4e1a\u52a1\u76ee\u6807\u548c\u6d3b\u52a8\u7684\u4f18\u5148\u6b21\u5e8f\uff1b\u800c\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u56e2\u961f\u5219\u80fd\u591f\u5efa\u7acb\u66f4\u5f3a\u5927\u7684\u8ba1\u5212\u548c\u5185\u5bb9\u3002.<\/p>\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;\">\u90e8\u7f72<\/h2><\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-three\" 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;\">\u591a\u5b66\u79d1\u56e2\u961f\u5728\u5229\u6d01\u65f6\u5168\u7403\u4e1a\u52a1\u4e2d\u63a8\u5e7f\u548c\u6269\u5c55 \"\u53d7\u4f17\u5f15\u64ce<\/h3><\/div><div class=\"fusion-text fusion-text-11\" style=\"--awb-text-transform:none;\"><p>Artefact \u4e0e\u5229\u6d01\u65f6\u7684\u8f6c\u578b\u529e\u516c\u5ba4\u5408\u4f5c\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u90e8\u7f72 \"\u53d7\u4f17\u5f15\u64ce\"\u3002  Data \u7684\u79d1\u5b66\u5bb6\u5f00\u53d1\u4e86\u8be5\u4ea7\u54c1\u7684\u529f\u80fd\u548c\u7b97\u6cd5\uff1b\u987e\u95ee\u5c06\u5176\u63a8\u5e7f\u5230\u6240\u6709\u5e02\u573a\u548c\u54c1\u724c\uff1bdata \u7684\u5de5\u7a0b\u5e08\u81f4\u529b\u4e8e\u5c06\u8be5\u5de5\u5177\u4ea7\u4e1a\u5316\uff0c\u5efa\u7acb\u4e86\u4e00\u4e2a\u5e73\u53f0\uff0c\u4ee5\u4fbf\u5229\u6d01\u65f6\u7684\u4efb\u4f55\u4eba\u90fd\u80fd\u4e3a\u4efb\u4f55\u54c1\u724c\u81ea\u52a8\u8fd0\u884c\u53d7\u4f17\u5f15\u64ce\u3002  \u8fd9\u9879\u5de5\u4f5c\u5206\u56db\u4e2a\u9636\u6bb5\u8fdb\u884c\uff0cArtefact \u5b9e\u65bd\u4e86\u4e00\u5957\u5f3a\u5927\u7684\u9879\u76ee\u7ba1\u7406\u65b9\u6cd5\uff0c\u4ee5\u5b8c\u6210\u5982\u6b64\u5927\u89c4\u6a21\u7684\u9879\u76ee\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 awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u63a8\u5e7f\u56e2\u961f\u76f4\u63a5\u4e0e\u5e02\u573a\u6280\u672f\u4e3b\u7ba1\u3001\u5a92\u4f53\u7ecf\u7406\u548c\u54c1\u724c\u5546\u5408\u4f5c\u90e8\u7f72\u8be5\u5de5\u5177\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>\u7531 data \u79d1\u5b66\u5bb6\u548c\u987e\u95ee\u7ec4\u6210\u7684\u4ea7\u54c1\u521b\u65b0\u56e2\u961f\u503e\u542c\u4e86\u4f01\u4e1a\u7684\u9700\u6c42\uff0c\u5e76\u4e3a \"\u53d7\u4f17\u5f15\u64ce \"\u5f00\u53d1\u4e86\u65b0\u7684\u529f\u80fd\uff0c\u4ece\u800c\u89e3\u51b3\u4e86\u8fd9\u4e9b\u95ee\u9898\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>\u4ea7\u54c1\u4ea7\u4e1a\u5316\u56e2\u961f\u81f4\u529b\u4e8e\u6269\u5927\u4ea7\u54c1\u89c4\u6a21\uff0c\u5f00\u53d1\u4e86\u4e00\u79cd\u5de5\u5177\uff0c\u4f7f \"\u89c2\u4f17\u5f15\u64ce \"\u80fd\u591f\u81ea\u52a8\u8fd0\u884c\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>\u91c7\u7528\u56e2\u961f\u5411\u66f4\u5e7f\u6cdb\u7684\u4f01\u4e1a\u5c55\u793a\u4e86 \"\u53d7\u4f17\u5f15\u64ce \"\u7684\u4ef7\u503c\uff0c\u5de9\u56fa\u4e86\u6210\u679c\uff0c\u5e76\u4e0e\u4e0d\u540c\u7684\u5229\u76ca\u76f8\u5173\u8005\u8ba8\u8bba\u4e86 \"\u53d7\u4f17\u5f15\u64ce \"\u5982\u4f55\u5e2e\u52a9\u4ed6\u4eec\u5b8c\u6210\u65e5\u5e38\u4efb\u52a1\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-12\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201c\u6211\u4eec\u9700\u8981 data \u79d1\u5b66\u5bb6\u3001data \u5de5\u7a0b\u5e08\u548c\u987e\u95ee\u7684\u5f3a\u5927\u7ec4\u5408\uff0c\u4ee5\u5b9e\u73b0\u5229\u6d01\u65f6\u5bf9'\u89c2\u4f17\u5f15\u64ce'\u7684\u671f\u671b\u3002  \u5728\u6240\u6709\u5e02\u573a\u7684\u63a8\u5e7f\u90fd\u663e\u793a\u51fa\u6548\u7387\u548c\u6548\u679c\u7684\u63d0\u9ad8\uff0c\u6211\u4eec\u73b0\u5728\u6b63\u4e0e\u5229\u6d01\u65f6\u56e2\u961f\u4e00\u8d77\u4e13\u6ce8\u4e8e\u4ea7\u54c1\u521b\u65b0\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-13\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\">\u66fc\u52aa\u57c3\u62c9-\u6885\u8428--Artefact \u54a8\u8be2\u7ecf\u7406<\/div>\n<\/div><div class=\"fusion-title title fusion-title-7 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;\">\u7ed3\u679c<\/h2><\/div><div class=\"fusion-title title fusion-title-8 fusion-sep-none fusion-title-text fusion-title-size-three\" 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;\">\u6d4b\u8bd5\u548c\u5b66\u4e60\u6d3b\u52a8\u663e\u793a\uff0c\u5a92\u4f53\u652f\u51fa\u7684\u6295\u8d44\u56de\u62a5\u7387\u5e73\u5747\u63d0\u9ad8\u4e86 21%<\/h3><\/div><div class=\"fusion-text fusion-text-14\" style=\"--awb-text-transform:none;\"><p>\u5229\u6d01\u65f6\u5bf9\u5176 \"\u53d7\u4f17\u5f15\u64ce \"\u6709\u5f88\u5927\u7684\u91ce\u5fc3\uff0c\u5e0c\u671b\u786e\u4fdd\u5b83\u80fd\u5728\u6240\u6709\u4e3b\u8981\u54c1\u724c\u548c\u5e02\u573a\u4e2d\u5f97\u5230\u5e94\u7528\u3002  \u4e3a\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0c\u5229\u6d01\u65f6\u91c7\u53d6\u4e86\u6709\u6761\u4e0d\u7d0a\u7684\u65b9\u6cd5\uff0c\u9996\u5148\u5728\u7279\u5b9a\u5730\u533a\u5efa\u7acb\u6570\u5b57\u5353\u8d8a\u4e2d\u5fc3\uff0c\u4ee5\u8986\u76d6\u4e3b\u8981\u5e02\u573a\uff0c\u7136\u540e\u5229\u7528\u654f\u6377\u56e2\u961f\u63a8\u52a8\u5f00\u53d1\u548c\u521b\u65b0\u3002.<\/p>\n<p>\u5728\u58a8\u897f\u54e5\uff0c\u6027\u5065\u5eb7\u54c1\u724c Sico \u8ba4\u4e3a\u5176\u6838\u5fc3\u6d88\u8d39\u8005\u662f\u5e74\u8f7b\u7537\u6027\uff0c\u4f46\u53d7\u4f17\u5f15\u64ce\u63a8\u7ffb\u4e86\u8fd9\u4e00\u957f\u671f\u5b58\u5728\u7684\u89c2\u70b9\uff0c\u8868\u660e\u5e74\u8f7b\u5973\u6027\u540c\u6837\u91cd\u8981\uff0c\u5411\u6d88\u8d39\u8005\u4f20\u8fbe\u7684\u4fe1\u606f\u4e0d\u5e94\u53ea\u7b26\u5408\u7537\u6027\u7684\u5174\u8da3\u3002\u53d7\u4f17\u5f15\u64ce\u8fd8\u53d1\u73b0\u4e86\u4e00\u4e2a\u66f4\u4ee4\u4eba\u5174\u594b\u7684\u65b0\u6d1e\u5bdf--\u5b83\u53d1\u73b0\u90a3\u4e9b\u96c6\u4e2d\u7cbe\u529b\u9605\u8bfb\u7f51\u7ad9\u4e0a\u4e0e\u5b89\u5168\u6027\u884c\u4e3a\u548c\u6027\u4f20\u64ad\u611f\u67d3\u9884\u9632\u76f8\u5173\u6587\u7ae0\u7684\u4eba\uff0c\u5176\u6838\u5fc3 audience \u4e3b\u8981\u662f\u5e74\u8f7b\u5973\u6027\u3002\u8fd9\u4f7f\u6211\u4eec\u610f\u8bc6\u5230\uff0c\u5728\u58a8\u897f\u54e5\uff0c\u5e74\u8f7b\u7684 women \u5e0c\u671b\u4e86\u89e3 Sico \u5c06\u5982\u4f55\u5e2e\u52a9\u4ed6\u4eec\u8fdb\u884c\u5b89\u5168\u6027\u884c\u4e3a\uff0c\u56e0\u6b64\u9700\u8981\u6709\u76ee\u7684\u5730\u4ee5\u4e0d\u540c\u7684\u65b9\u5f0f\u63a5\u89e6\u5e74\u8f7b\u7684 women \u3002.<\/p>\n<p>\u7b2c\u4e8c\u4e2a\u4f8b\u5b50\u662f\u5728\u7f8e\u56fd\uff0c\u90a3\u91cc\u7684\u5a92\u4f53\u89c4\u5212\u548c\u8d2d\u4e70\u662f\u57fa\u4e8e\u7532\u9aa8\u6587 Data \u5e73\u53f0\u9884\u5148\u786e\u5b9a\u7684\u8d2d\u4e70 data \u7ec6\u5206\uff0c\u5373\u4eba\u4eec\u8d2d\u4e70\u7684\u5177\u4f53\u4ea7\u54c1\u6216\u4ea7\u54c1\u7c7b\u522b\u3002  \u4f46\u8bd5\u9a8c\u8868\u660e\uff0c\u4f7f\u7528\u53d7\u4f17\u5f15\u64ce\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u5bf9\u539f\u59cbdata\u8fdb\u884c\u5efa\u6a21\uff0c\u53ef\u4ee5\u5c06\u5a92\u4f53\u652f\u51fa\u7684\u6295\u8d44\u56de\u62a5\u7387\u63d0\u9ad830%\u3002\u901a\u8fc7\u63a7\u5236\u5728\u7ed9\u5b9a\u7684 data \u96c6\u4e0a\u4f7f\u7528\u4f55\u79cd\u6a21\u578b\u6765\u5b9e\u73b0\u7279\u5b9a\u76ee\u6807\uff0c\u53d7\u4f17\u5f15\u64ce\u5728\u5f71\u54cd\u6295\u8d44\u56de\u62a5\u7387\u65b9\u9762\u53d6\u5f97\u4e86\u663e\u8457\u6210\u6548\uff0c\u540c\u65f6\u8fd8\u63d0\u9ad8\u4e86\u5a92\u4f53\u8d2d\u4e70\u6548\u7387\u3002\u5728\u8fd9\u6b21\u6d4b\u8bd5\u548c\u5b66\u4e60\u4e2d\uff0c\u901a\u8fc7\u5c06\u5a92\u4f53\u6210\u672c\u964d\u4f4e 20%\uff0c\u6211\u4eec\u80fd\u591f\u63a5\u89e6\u5230\u66f4\u591a\u76f8\u5173\u4eba\u7fa4\uff0c\u8fd9\u4e9b\u4eba\u7fa4\u66f4\u6709\u53ef\u80fd\u5bf9\u6211\u4eec\u7684\u9500\u552e\u4ea7\u751f\u5f71\u54cd--\"\u53d7\u4f17\u5f15\u64ce \"\u8ba9\u5a92\u4f53\u9884\u7b97\u66f4\u667a\u80fd\u3001\u66f4\u9ad8\u6548\u5730\u53d1\u6325\u4f5c\u7528\u3002.<\/p>\n<p>\u53d7\u4f17\u5f15\u64ce\u7684\u76ee\u7684\u662f\u8ba9\u5229\u6d01\u65f6\u80fd\u591f\u4ee5\u9ad8\u5ea6\u590d\u6742\u7684\u65b9\u5f0f\u4f7f\u7528 data\uff0c\u4f7f\u5176\u6bd4\u4f20\u7edf\u7684\u6570\u5b57 targeting \u66f4\u6709\u6548\u3002\u4e3a\u8bc1\u660e \"\u53d7\u4f17\u5f15\u64ce \"\u7684\u4ef7\u503c\u800c\u5f00\u5c55\u7684 \"\u6d4b\u8bd5\u4e0e\u5b66\u4e60 \"\u6d3b\u52a8\u5de9\u56fa\u4e86\u8be5\u4ea7\u54c1\u7684\u53ef\u4fe1\u5ea6\uff0c\u6fc0\u53d1\u4e86\u4eba\u4eec\u7684\u4fe1\u5fc3\uff0c\u63a8\u52a8\u4e86\u8be5\u4ea7\u54c1\u7684\u5e94\u7528\uff0c\u4f7f\u5229\u6d01\u65f6\u4ece\u4e2d\u53d7\u76ca\u3002\u8fd9\u6837\u7684\u6d4b\u8bd5\u548c\u5b66\u4e60\u6d3b\u52a8\u901a\u8fc7\u5c55\u793a \"\u53d7\u4f17\u5f15\u64ce \"\u7684\u9ad8\u5ea6\u53ef\u4fe1\u6027\u800c\u6fc0\u53d1\u4e86\u4fe1\u5fc3\uff1b\u5728\u91cf\u5316\u4e86\u6548\u76ca\u4e4b\u540e\uff0c\u5229\u6d01\u65f6\u5c31\u53ef\u4ee5\u5f00\u59cb\u63a8\u52a8\u91c7\u7528\uff0c\u4ece\u800c\u5728\u5c3d\u53ef\u80fd\u591a\u7684\u6d3b\u52a8\u4e2d\u4f7f\u7528\u8be5\u4ea7\u54c1\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-15\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201cArtefact\u7684\u591a\u5b66\u79d1\u56e2\u961f\u7684\u6218\u7565\u601d\u7ef4\u5bf9\u6211\u4eec\u80fd\u591f\u5229\u7528\u6211\u4eec\u62e5\u6709\u7684\u4e0d\u540c\u7c7b\u578b\u7684\u6d88\u8d39\u8005data\uff0c\u4ee5\u53ca\u5efa\u7acb\u4e00\u4e2a\u80fd\u591f\u5728\u5168\u7403\u8303\u56f4\u5185\u6269\u5c55\u7684\u590d\u6742\u4ea7\u54c1\u8d77\u5230\u4e86\u91cd\u8981\u4f5c\u7528\uff0c\u73b0\u5728\u6211\u4eec\u5728\u4e16\u754c\u5404\u5730\u7684\u56e2\u961f\u6bcf\u5929\u90fd\u5728\u4f7f\u7528\u8fd9\u4e2a\u4ea7\u54c1\u201d\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-16\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\">Stanley Wang - \u53d7\u4f17\u5f15\u64ce\u4ea7\u54c1\u8d1f\u8d23\u4eba\uff0c\u5229\u6d01\u65f6<\/div>\n<\/div><div class=\"fusion-title title fusion-title-9 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;\">\u672a\u6765\u8ba1\u5212<\/h2><\/div><div class=\"fusion-title title fusion-title-10 fusion-sep-none fusion-title-text fusion-title-size-three\" 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;\">\u5229\u7528 \"\u53d7\u4f17\u5f15\u64ce \"\u7ee7\u7eed\u53d1\u5c55\u6210\u4e3a\u4e00\u5bb6\u4ee5\u6570\u5b57\u548c data \u4e3a\u4e3b\u5bfc\u7684\u516c\u53f8<\/h3><\/div><div class=\"fusion-text fusion-text-17\" style=\"--awb-text-transform:none;\"><p>\u5229\u6d01\u65f6\u7684\u76ee\u6807\u662f\uff0c\"\u53d7\u4f17\u5f15\u64ce \"\u5c06\u7ee7\u7eed\u63d0\u4f9b\u589e\u91cf\u4ef7\u503c\uff0c\u4f7f\u5176\u4e1a\u52a1\u66f4\u52a0\u6709\u6548\u548c\u9ad8\u6548\uff1b\u901a\u8fc7\u6df1\u5165\u4e86\u89e3\u5ba2\u6237\uff0c\u5229\u6d01\u65f6\u5c06\u4e3a\u5176\u6240\u6709\u5e02\u573a\u4e0a\u7684\u5927\u5c0f\u54c1\u724c\u63d0\u4f9b\u652f\u6301\u3002  \u968f\u7740\u6280\u672f\u7684\u53d1\u5c55\uff0c\u8be5\u516c\u53f8\u5c06\u5bfb\u627e\u5229\u7528 data \u7684\u65b0\u65b9\u6cd5\uff0c\u8c03\u6574\u53d7\u4f17\u5f15\u64ce\uff0c\u4f7f\u5176\u9002\u5e94\u516c\u53f8\u65e5\u76ca\u6570\u5b57\u5316\u548c\u4ee5 data \u4e3a\u4e3b\u5bfc\u7684\u53d1\u5c55\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-18\" style=\"--awb-text-transform:none;\"><div class=\"quote\">\u201c\u89c2\u4f17\u5f15\u64ce\u6539\u53d8\u4e86\u6211\u4eec\u7684\u4e1a\u52a1\u8fd0\u8425\u65b9\u5f0f\uff0c\u6211\u4eec\u5c06\u7ee7\u7eed\u53d1\u5c55\uff0c\u56e0\u4e3a\u5b83\u4f7f\u6211\u4eec\u80fd\u591f\u66f4\u597d\u3001\u66f4\u6709\u6548\u5730\u5229\u7528\u6211\u4eec\u7684 data\u201d\u3002\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-19\" style=\"--awb-text-transform:none;\"><div class=\"quote-baseline\"><a href=\"https:\/\/www.linkedin.com\/in\/stnlywng\/?originalSubdomain=uk\" target=\"_blank\" rel=\"noopener\">\u65af\u5766\u5229-\u738b<\/a> - \u89c2\u4f17\u5f15\u64ce\u4ea7\u54c1\u8d1f\u8d23\u4eba\uff0c\u5229\u6d01\u65f6<\/div>\n<\/div><\/div><\/div><\/div><\/article>","protected":false},"excerpt":{"rendered":"<p>\u5229\u6d01\u65f6\u5229\u7528 Artefact \u53d7\u4f17\u5f15\u64ce\u4f18\u5316\u5a92\u4f53\u652f\u51fa\u5e76\u63d0\u9ad8\u9500\u552e\u989d\u3002\u6f14\u8bb2\u8005Stanley Wang\u3001Manuela Mesa\u3001Derek Li\u3002.<\/p>","protected":false},"featured_media":67454,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[41],"class_list":["post-67269","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-fmcg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases\/67269","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\/67454"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=67269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/categories?post=67269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}