{"id":68667,"date":"2023-12-02T11:27:21","date_gmt":"2023-12-02T11:27:21","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=68667"},"modified":"2024-09-25T15:52:45","modified_gmt":"2024-09-25T14:52:45","slug":"deezer-uses-lifetime-value-as-a-media-campaign-management-kpi-with-ga4","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/deezer-uses-lifetime-value-as-a-media-campaign-management-kpi-with-ga4\/","title":{"rendered":"<span class=\"highlight\">DEEZER<\/span> \u4f7f\u7528 GA4 \u5c06\u7ec8\u8eab\u4ef7\u503c\u4f5c\u4e3a\u5a92\u4f53\u6d3b\u52a8\u7ba1\u7406\u7684\u5173\u952e\u7ee9\u6548\u6307\u6807"},"content":{"rendered":"<p><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-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\/UZooZ_SEkcY?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-1 description\"><p>Deezer \u6548\u679c\u8425\u9500\u603b\u76d1 Sherina Khalidi\nArtefact \u5a92\u4f53\u54a8\u8be2\u603b\u76d1 Elsa Badinier\nDeezer \u5a92\u4f53\u4e0e\u83b7\u53d6\u7ecf\u7406 Meryem El Moufti\nJulien Maille SEA \u7ecf\u7406\uff0cArtefact\nLo\u00efc Journ\u00e9e\uff0cDeezer \u5a92\u4f53\u4e0e\u8425\u9500\u7ecf\u7406<\/p>\n<\/div><\/div><\/div><\/div><\/article><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 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-1 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-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>\u6210\u7acb\u4e8e 2007 \u5e74\u3001, <a href=\"https:\/\/www.deezer.com\/en\/\" target=\"_blank\" rel=\"noopener\">Deezer<\/a> \u76ee\u524d\u662f\u97f3\u4e50\u6d41\u5a92\u4f53\u9886\u57df\u7684\u9886\u5bfc\u8005\u4e4b\u4e00\uff0c\u4e3a 180 \u4e2a\u56fd\u5bb6\u7684 1600 \u4e07\u7528\u6237\u63d0\u4f9b\u4e16\u754c\u4e0a\u6700\u5927\u3001\u6700\u4e30\u5bcc\u7684\u97f3\u4e50\u76ee\u5f55\u3002\u83b7\u53d6\u65b0\u7528\u6237\u662f\u5176\u589e\u957f\u6218\u7565\u7684\u6838\u5fc3\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;\"><blockquote>\n<div class=\"quote\">\u201c\u5982\u4eca\uff0c\u7ee9\u6548\u8425\u9500\u90e8\u95e8\u9762\u4e34\u7684\u6311\u6218\u662f\u5982\u4f55\u901a\u8fc7 data \u63d0\u9ad8\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u7684\u76c8\u5229\u80fd\u529b\u201d\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Deezer \u6027\u80fd\u8425\u9500\u603b\u76d1 Sherina Khalidi \u89e3\u91ca\u8bf4\u3002.<\/div>\n<\/blockquote>\n<\/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>\u4e3a\u4e86\u4f18\u5316\u5176\u91c7\u96c6\u6027\u80fd\uff0cDeezer \u9080\u8bf7 Artefact \u516c\u53f8\u63d0\u4f9b\u5e2e\u52a9\uff0c\u8fd9\u662f\u4e00\u5bb6\u4e13\u95e8\u4ece\u4e8b data \u76f8\u5173\u670d\u52a1\u548c\u6570\u5b57\u8425\u9500\u7684\u54a8\u8be2\u516c\u53f8\u3002\u7ed3\u679c\uff0c\u57282018\u5e74\u63a8\u51fa\u4e86\u8c37\u6b4c\u901a\u7528\u5e94\u7528\u5e7f\u544a\u7cfb\u5217\uff08UAC\uff09\u6d3b\u52a8\u3002\u5f97\u76ca\u4e8e\u8fd9\u4e00\u5e7f\u544a\u5de5\u5177\uff0c\u8fd9\u5bb6\u6d41\u5a92\u4f53\u516c\u53f8\u5f97\u4ee5\u8fc5\u901f\u63d0\u9ad8\u5176\u5e94\u7528\u7a0b\u5e8f\u7684\u4e0b\u8f7d\u7387\u3002\u968f\u540e\uff0c\u4e3a\u4e86\u8fdb\u4e00\u6b65\u63d0\u9ad8\u8425\u9500\u6d3b\u52a8\u4f18\u5316 KPI\uff0c\u516c\u53f8\u5c06\u91cd\u70b9\u653e\u5728\u4e86\u8ba2\u9605\u4e0a\u3002\u6700\u540e\uff0c\u4ece 2021 \u5e74\u5f00\u59cb\uff0cDeezer \u548c Artefact \u542f\u52a8\u4e86\u4e00\u4e2a\u6574\u5408\u7528\u6237\u7ec8\u8eab\u4ef7\u503c (LTV) \u7684\u9879\u76ee\uff0c\u4ee5\u66f4\u597d\u5730\u9274\u5b9a\u6f5c\u5728\u5ba2\u6237\u3002.<\/p>\n<p>\u4f46\u5176\u6280\u672f\u5806\u6808\u9650\u5236\u4e86\u5e7f\u544a\u5ba2\u6237\u5e94\u5bf9\u8fd9\u4e00\u6311\u6218\u7684\u80fd\u529b\u3002\u516c\u53f8\u7684\u5e7f\u544a\u5de5\u5177\u3001\u5206\u6790\u5de5\u5177\u548c Deezer \u7684\u4e13\u6709\u5de5\u5177\u5728 data \u65b9\u9762\u5b58\u5728\u5f88\u5927\u5dee\u5f02\u3002\u4e3a\u4e86\u89e3\u51b3\u8fd9\u4e9b data \u8d28\u91cf\u95ee\u9898\uff0cDeezer \u4e0e\u6765\u81ea Artefact \u548c\u8c37\u6b4c\u7684\u56e2\u961f\u4e00\u8d77\uff0c\u51b3\u5b9a\u5b9e\u65bd Google Analytics 4\u3002.<\/p>\n<\/div><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;\"><blockquote>\n<div class=\"quote\">\u201cGA4\u66f4\u9002\u5408\u50cfDeezer\u8fd9\u6837\u4ee5\u5e94\u7528\u4e3a\u6a21\u5f0f\u7684\u5e7f\u544a\u5546\uff0c\u56e0\u4e3a\u5b83\u53ef\u4ee5\u5728\u540c\u4e00\u4e2a\u5206\u6790\u5de5\u5177\u4e2d\u534f\u8c03\u7f51\u7edc\u548c\u5e94\u7528data\u201d\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Artefact \u516c\u53f8\u5a92\u4f53\u54a8\u8be2\u603b\u76d1 Elsa Badinier \u89e3\u91ca\u8bf4\u3002.<\/div>\n<\/blockquote>\n<p><b>\u00a0<\/b><\/p>\n<\/div><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;\">GA4\uff1a\u534f\u8c03\u7f51\u7edc\u548c\u5e94\u7528\u7a0b\u5e8f\u7684\u65b0\u7248 Google Analytics data<\/h2><\/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>\u5bf9\u4e8e\u50cf Deezer \u8fd9\u6837\u4ee5\u5e94\u7528\u7a0b\u5e8f\u4e3a\u5546\u4e1a\u6a21\u5f0f\u7684\u516c\u53f8\u6765\u8bf4\uff0c\u80fd\u591f\u6df7\u5408\u6765\u81ea\u7f51\u7edc\u548c\u5e94\u7528\u7a0b\u5e8f\u7684 data \u5bf9\u4e8e\u5f00\u5c55\u548c\u8861\u91cf\u83b7\u53d6\u6d3b\u52a8\u81f3\u5173\u91cd\u8981\u3002GA4 \u7684\u8de8\u73af\u5883\u80fd\u529b\u662f\u5176\u5b9e\u73b0 Deezer \u76ee\u6807\u7684\u4e3b\u8981\u4f18\u52bf\u4e4b\u4e00\u3002\u6b64\u5916\uff0c\u65b0\u7248\u672c\u5728\u5e94\u7528\u5185 data \u5206\u6790\u65b9\u9762\u6bd4\u5176\u524d\u8eab\uff08Google Universal Analytics \u6216 UA\uff09\u66f4\u52a0\u5f3a\u5927\uff0c\u56e0\u4e3a\u5b83\u4e0d\u518d\u5c40\u9650\u4e8e\u57fa\u4e8e\u4f1a\u8bdd\u7684\u89c6\u56fe\u3002\u6700\u540e\uff0cGA4 \u7684\u5efa\u6a21\u529f\u80fd\u5145\u5206\u5229\u7528\u4e86\u8c37\u6b4c data\uff0c\u4f7f Deezer \u80fd\u591f\u4e30\u5bcc\u4ee5\u524d\u4f7f\u7528\u7684\u6a21\u578b\u3002.<\/p>\n<\/div><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;\">\u591a\u5b66\u79d1\u56e2\u961f\u5b9e\u65bd\u9996\u6b21\u56fd\u9645\u6d4b\u8bd5<\/h2><\/div><div class=\"fusion-text fusion-text-7\"><p>\u4e3a\u4e86\u5bf9\u57fa\u4e8e\u751f\u547d\u5468\u671f\u4ef7\u503c\uff08LTV\uff09\u7684\u6d3b\u52a8\u4f18\u5316\u6848\u4f8b\u8fdb\u884c\u9996\u6b21 GA4F \u6d4b\u8bd5\uff0c\u4e00\u4e2a\u529f\u80fd\u56e2\u961f\u7ed3\u5408\u4e86 Deezer \u7684\u6280\u80fd\u3001, <a href=\"https:\/\/www.artefact.com\/zh\/\">Artefact<\/a> \u548c\u8c37\u6b4c\u6210\u7acb\u3002\u5b83\u6c47\u96c6\u4e86\u6765\u81ea Deezer \u7684 data \u548c\u4e1a\u52a1\u4e13\u5bb6\uff0c\u4ee5\u53ca\u6765\u81ea Artefact \u548c\u8c37\u6b4c\u7684 data \u79d1\u5b66\u5bb6\u3001\u5f00\u53d1\u4eba\u5458\u548c\u987e\u95ee\u3002.<\/p>\n<p>Deezer \u7684 data \u56e2\u961f\u4e3a\u6bcf\u4e2a\u4ea7\u54c1\u548c\u6bcf\u4e2a\u56fd\u5bb6\u5b9a\u4e49\u4e86 LTV\u3002\u7b2c\u4e00\u9879\u6d4b\u8bd5\u662f\u9488\u5bf9\u6d41\u5a92\u4f53\u516c\u53f8\u6700\u5927\u7684\u5e02\u573a\u4e4b\u4e00\u5df4\u897f\u8fdb\u884c\u7684\u9884\u6d4bLTV\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\"><blockquote>\n<div class=\"quote\">\u201c\u6211\u4eec data \u56e2\u961f\u5b9a\u4e49\u7684 LTV \u662f\u901a\u8fc7 GA4 \u5b9e\u73b0\u7684\uff0c\u8fd9\u4f7f\u6211\u4eec\u80fd\u591f\u5206\u6790\u8425\u9500\u6d3b\u52a8\u7684\u6295\u8d44\u56de\u62a5\u7387\u5e76\u4f18\u5316\u5176\u4ef7\u503c\u201d\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Meryem El Moufti - \u5a92\u4f53\u4e0e\u83b7\u53d6\u7ecf\u7406\uff0cDeezer<\/div>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-9\"><blockquote>\n<div class=\"quote\">\u201c\u8c37\u6b4c\u56e2\u961f\u8ba9\u6211\u4eec\u6709\u673a\u4f1a\u5b9e\u65bd A\/B \u6d4b\u8bd5\uff0c\u4ee5\u8861\u91cf\u4ef7\u503c\u9a71\u52a8\u578b\u8425\u9500\u6d3b\u52a8\u7684\u6548\u679c\uff0c\u800c\u4e0d\u662f\u9759\u6001\u7684\u6bcf\u6b21\u83b7\u53d6\u6210\u672c\u4f18\u5316\u3002\u8fd9\u4e00\u534f\u8bae\u5728 GA4 \u754c\u9762\u4e2d\u5e76\u4e0d\u539f\u751f\u9002\u7528\u201d\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Artefact \u7684 SEA \u7ecf\u7406 Julien Maille \u89e3\u91ca\u8bf4\u3002.<\/div>\n<\/blockquote>\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;\">\u6700\u7ec8\u6d4b\u8bd5\u7ed3\u679c\u5c06\u90e8\u7f72\u5230\u6574\u4e2a\u5df4\u897f\u5e02\u573a<\/h2><\/div><div class=\"fusion-text fusion-text-10\"><p>\u901a\u8fc7\u5728\u5df4\u897f\u8fdb\u884c\u7684 A\/B \u6d4b\u8bd5\uff0cDeezer \u80fd\u591f\u6bd4\u8f83\u4ef7\u503c\u4f18\u5316\u578b\u8425\u9500\u6d3b\u52a8\uff08LTV\uff09\u4e0e\u6570\u91cf\u4f18\u5316\u578b\u8425\u9500\u6d3b\u52a8\uff08CPA\uff09\u7684\u6548\u679c\u3002\u6295\u8d44\u56de\u62a5\u7387\u589e\u91cf\u4e3a +24%\uff0c\u8fd9\u8ba9 Deezer \u786e\u4fe1\u8981\u5c06\u6d4b\u8bd5\u63a8\u5e7f\u5230\u5176\u4ed6\u5e02\u573a\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-11\"><blockquote>\n<div class=\"quote\">\u201c\u6211\u4eec\u5bf9\u5728\u5168\u56fd\u8303\u56f4\u5185\u90e8\u7f72\u7684\u8fd9\u4e9b\u521d\u6b65\u6d4b\u8bd5\u975e\u5e38\u6ee1\u610f\u3002\u6211\u4eec\u6b63\u5728\u4e0d\u65ad\u5206\u6790\u7ed3\u679c\uff0c\u627e\u51fa\u6700\u4f73\u505a\u6cd5\uff0c\u4ee5\u4fbf\u5c06\u8fd9\u4e00\u6218\u7565\u63a8\u5e7f\u5230\u5176\u4ed6\u5e02\u573a\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Deezer \u5a92\u4f53\u4e0e\u6536\u8d2d\u7ecf\u7406 Lo\u00efc Journ\u00e9e \u8868\u793a\u3002.<\/div>\n<\/blockquote>\n<\/div><div class=\"fusion-text fusion-text-12\"><blockquote>\n<div class=\"quote\">\u201c\u6211\u4eec\u5c06\u7ee7\u7eed\u6d4b\u8bd5\u3001\u5206\u6790\u548c\u63a8\u5e7f\u8fd9\u4e00\u6218\u7565\u3002\u6211\u4eec\u5c06\u5229\u7528\u6211\u4eec\u7684 data \u6240\u80fd\u63d0\u4f9b\u7684\u6240\u6709\u667a\u80fd\uff0c\u9010\u70b9\u4f18\u5316\u6211\u4eec\u5e94\u7528\u7a0b\u5e8f\u6d3b\u52a8\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002\u201d<\/div>\n<div class=\"quote-baseline\">Deezer \u6027\u80fd\u8425\u9500\u603b\u76d1 Sherina Khalidi \u603b\u7ed3\u9053\u3002.<\/div>\n<\/blockquote>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 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-2 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 style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2023\/04\/Client-case-Deezer.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">\u4e0b\u8f7d PDF<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>Deezer \u5229\u7528 Google Analytics 4 (GA4) 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