{"id":1333132,"date":"2023-12-01T12:00:00","date_gmt":"2023-12-01T12:00:00","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=pdf-newsletters&#038;p=1333132"},"modified":"2026-07-01T06:45:59","modified_gmt":"2026-07-01T05:45:59","slug":"december-news-our-mroi-offer-is-the-winning-combination-of-3-mmm","status":"publish","type":"pdf-newsletters","link":"https:\/\/www.artefact.com\/zh\/pdf-newsletters\/december-news-our-mroi-offer-is-the-winning-combination-of-3-mmm\/","title":{"rendered":"\u5341\u4e8c\u6708\u65b0\u95fb | \u6211\u4eec\u7684 MROI \u65b9\u6848\u662f\u4e09\u8005\uff08MMM\u3001Incrementality Experiments\u3001Attribution\uff09\u7684\u6210\u529f\u7ec4\u5408 | \u6700\u5927\u5316\u8425\u9500\u6218\u7565\u548c\u5b9e\u73b0 ROI \u589e\u957f\u7684\u5173\u952e\u6240\u5728"},"content":{"rendered":"<h2 class=\"wp-block-heading\">MROI\uff08\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\uff09\uff1a\u6700\u5927\u5316\u8425\u9500\u7b56\u7565\u5f71\u54cd\u529b\u548c\u91ca\u653e\u6295\u8d44\u56de\u62a5\u7387\u589e\u957f\u6f5c\u529b\u7684\u5173\u952e<\/h2>\n\n\n\n<p>\u4f01\u4e1a\u5982\u4f55\u5728\u5730\u57df\u3001\u54c1\u724c\u548c\u6e20\u9053\u4e4b\u95f4\u5206\u914d\u8425\u9500\u548c\u5a92\u4f53\u9884\u7b97\uff1f\u786e\u5b9a\u6570\u5b57\u548c\u7ebf\u4e0b\u6e20\u9053\u7684\u6b63\u786e\u7ec4\u5408\uff1f\u6301\u7eed\u6269\u5927\u8425\u9500\u6d3b\u52a8\u9884\u7b97\uff1f<br \/>\n<br \/>\n<br \/>\n<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\tArtefact \u7684 <strong>\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\uff08MROI\uff09<\/strong> \u8be5\u65b9\u6cd5\u7ed3\u5408\u4e86\u4e09\u79cd\u80fd\u591f\u5e94\u5bf9\u4e1a\u52a1\u548c\u8425\u9500\u6311\u6218\u7684\u65b9\u6cd5\uff1a<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"600\" height=\"600\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27600%27%20height%3D%27600%27%20viewBox%3D%270%200%20600%20600%27%3E%3Crect%20width%3D%27600%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/wp-content\/uploads\/2026\/06\/december-news-09.gif\" alt=\"SEASON&amp;amp;amp;#x27;S GREETINGS\" class=\"lazyload wp-image-1333131\" style=\"width:600px\" \/><\/figure>\n<\/div>\n\n\n<p><strong>\u8425\u9500\u7ec4\u5408\u6a21\u578b\uff08MMM\uff09\uff1a<\/strong> \u6709\u52a9\u4e8e\u9884\u6d4b\u8425\u9500\u9a71\u52a8\u56e0\u7d20\u5bf9\u60a8\u7684\u4e1a\u52a1\u5f71\u54cd\u7684\u7edf\u8ba1\u5206\u6790\uff1a<\/p>\n\n\n\n<p>\u2013 \u4e86\u89e3\u5a92\u4f53\u3001\u4ef7\u683c\u4e0e\u4fc3\u9500\u3001\u5b63\u8282\u6027\u56e0\u7d20\u3001\u7ade\u4e89\u5bf9\u624b\u7b49\u56e0\u7d20\u7684\u91cd\u8981\u6027\u3002.<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\u2013 \u786e\u5b9a\u5b9e\u73b0\u4e1a\u52a1\u76ee\u6807\u6240\u9700\u7684\u6295\u8d44<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\u2013 \u5728\u4e0d\u540c\u5a92\u4f53\u6e20\u9053\u3001\u5730\u533a\u548c\u54c1\u724c\u4e4b\u95f4\u5206\u914d\u9884\u7b97<\/p>\n\n\n\n<p><strong>\u589e\u91cf\u6027\uff1a<\/strong> \u901a\u8fc7\u7ed3\u6784\u5316\u5b9e\u9a8c\u5bf9\u65b0\u6e20\u9053\u548c\u65b0\u5e02\u573a\u8fdb\u884c\u6d4b\u8bd5\uff0c\u4ee5\u5b9e\u73b0\u6e20\u9053\u548c\u7b56\u7565\u7ee9\u6548\u7684\u771f\u6b63\u63d0\u5347\uff1a<\/p>\n\n\n\n<p>\u2013 \u8861\u91cf\u8425\u9500\u7b56\u7565\uff08\u4f8b\u5982\uff1a\u6e20\u9053\u3001\u9884\u7b97\u3001audiences\u3001\u521b\u610f\u7c7b\u578b\u7b49\uff09\u5e26\u6765\u7684\u589e\u91cf\u56e0\u679c\u5f71\u54cd<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\u2013 \u5f52\u56e0\u6a21\u578b\u548cMMM\u6a21\u578b\u7684\u6821\u51c6<\/p>\n\n\n\n<p><strong>\u5f52\u5c5e\uff1a<\/strong> \u57fa\u4e8e\u5e73\u53f0\u63d0\u4f9b\u7684\u5feb\u901f\u66f4\u65b0\u7684data-driven\u5f52\u56e0\u6570\u636e\uff0c\u53ef\u5b9e\u65f6\u5c06\u5e7f\u544a\u6d3b\u52a8\u4f18\u5316\u81f3\u6700\u7ec6\u7c92\u5ea6\u7ea7\u522b\uff1a<\/p>\n\n\n\n<p>\u2013 \u4e86\u89e3\u6d88\u8d39\u8005\u65c5\u7a0b\u4e2d\u6bcf\u4e2a\u89e6\u70b9\u7684\u4f5c\u7528<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\u2013 \u786e\u5b9a\u6700\u6709\u6548\u7684\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4ee5\u63d0\u5347\u4e1a\u7ee9<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\u2013 \u5b9e\u65f6\u4f18\u5316\u6b63\u5728\u8fdb\u884c\u7684\u5a92\u4f53\u63a8\u5e7f\u6d3b\u52a8<\/p>\n\n\n\n<p><u>\u7efc\u5408MROI\u65b9\u6cd5\u7684\u4e3b\u8981\u6210\u679c<\/u>:<\/p>\n\n\n\n<p>\u9ad8\u5ea6\u91cd\u89c6\u7ee9\u6548\u8861\u91cf\u7684C\u7ea7\u9ad8\u7ba1\u5305\u62ec <strong>84% \u66f4\u6709\u53ef\u80fd\u8d85\u51fa\u8425\u6536\u76ee\u6807 10% \u6216\u66f4\u591a<\/strong>.<\/p>\n\n\n\n<p>\u5c06\u8861\u91cf\u4f5c\u4e3a\u6218\u7565\u91cd\u70b9\u7684\u7ec4\u7ec7\u4f1a\u53d1\u73b0 <strong>10 \u81f3 20% \u589e\u52a0\u00a0<\/strong>\u5728\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u65b9\u9762\u3002.<\/p>\n\n\n\n<p>\u00a0\u5ba2\u6237\u89c2\u5bdf\u5230 <strong>+11%\u548c+12.5%\u7684\u9500\u552e\u989d\u589e\u957f<\/strong> \u4e0e2023\u5e74\u7684\u201c\u4e00\u5207\u7167\u65e7\u201d\u76f8\u6bd4\u3002.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e3a\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff08MMM\uff09\u7684\u672a\u6765\u94fa\u5e73\u9053\u8def\u7684\u4e09\u5927\u8d8b\u52bf<\/h2>\n\n\n\n<p><span style=\"color:#66cccc\">\u4e9a\u5386\u5c71\u5fb7\u62c9\u00b7\u585e\u6885\u5e74\u79d1\uff0cData \u79d1\u5b66\u603b\u76d1\u517c Artefact \u5e02\u573a\u8425\u9500\u8861\u91cf\u5168\u7403\u8d1f\u8d23\u4eba<\/span> \u8c08\u5230\u4e86 <strong>MMM\u6a21\u578b<\/strong> \u8be5\u516c\u53f8\u7684\u4e1a\u52a1\u53d1\u5c55\u60c5\u51b5\uff0c\u4ee5\u53ca\u5979\u76ee\u524d\u5728\u5ba2\u6237\u4e2d\u89c2\u5bdf\u5230\u7684\u4e09\u5927\u8d8b\u52bf\u3002.<\/p>\n\n\n\n<p><strong><span style=\"color:#ffffff\"><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong>\u89c2\u770b\u89c6\u9891<\/strong><\/span><\/span><\/span><\/strong><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong><strong><span style=\"color:#ffffff\">\u200b\u200b\u200b<\/span><\/strong><\/strong><\/span><\/span><\/p>\n\n\n\n<p>\u201c\u7b2c\u4e00\u4e2a\u8d8b\u52bf\u662f <strong>\u5c06\u8be5\u89e3\u51b3\u65b9\u6848\u5185\u90e8\u5316<\/strong>: \u6362\u53e5\u8bdd\u8bf4\uff0c\u5c31\u662f\u5c06\u8fd9\u79cd\u6d4b\u91cf\u80fd\u529b\u5185\u5316\u5230\u4ee3\u7801\u672c\u8eab\u4e4b\u4e2d\uff1b;<\/p>\n\n\n\n<p>\u201c\u5176\u6b21\uff0c\u54c1\u724c\u548c\u5ba2\u6237\u9700\u8981 <strong>\u5feb\u901f\u83b7\u5f97\u7ed3\u679c<\/strong>. \u54c1\u724c\u5e0c\u671b\u9891\u7e41\u8c03\u6574\u5176\u8861\u91cf\u6807\u51c6\uff0c\u5e76\u7acb\u5373\u4e86\u89e3\u5176\u6d3b\u52a8\u5e26\u6765\u7684\u76f4\u63a5\u53cd\u54cd\u3002.<\/p>\n\n\n\n<p>\u201c\u7b2c\u4e09\u4e2a\u8d8b\u52bf\u6d89\u53ca\u91c7\u7528 <strong>\u7aef\u5230\u7aef\u7684\u65b9\u6cd5<\/strong>. \u201d\u8bd5\u60f3\u4e00\u4e0b\uff0c\u5982\u679c\u4f60\u662f\u5ba2\u6237\uff1a\u6218\u7565\u51b3\u7b56\u7531\u4e00\u7ec4\u56e2\u961f\u5236\u5b9a\uff0c\u800c\u8fd0\u8425\u56e2\u961f\u5219\u5728\u7b2c\u4e00\u7ebf\u5de5\u4f5c\uff0c\u63a5\u6536\u5b9e\u65f6\u7684\u4e1a\u52a1\u4fe1\u53f7\u3002\u6211\u4eec\u7684\u76ee\u6807\u662f\u5728\u4e00\u4e2a\u65e0\u7f1d\u7684\u7aef\u5230\u7aef\u6d41\u7a0b\u4e2d\u5f25\u5408\u4e24\u8005\u4e4b\u95f4\u7684\u5dee\u8ddd\uff0c\u540c\u65f6\u786e\u4fdd\u4e0d\u4f1a\u4e22\u5931\u4efb\u4f55\u5173\u952e\u4fe1\u606f\u6216\u6d1e\u5bdf\u3002\u201d<\/p>\n\n\n\n<p><a href=\"https:\/\/www.artefact.com\/zh\/blog\/three-trends-paving-the-way-for-the-future-of-marketing-mix-modeling\/\"><strong><span style=\"color:#ffffff\"><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong>\u9605\u8bfb\u6587\u7ae0<\/strong><\/span><\/span><\/span><\/strong><\/a><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong><strong><span style=\"color:#ffffff\">\u200b\u200b\u200b<\/span><\/strong><\/strong><\/span><\/span><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.artefact.com\/zh\/blog\/three-trends-paving-the-way-for-the-future-of-marketing-mix-modeling\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u9605\u8bfb\u6587\u7ae0<\/a><\/div>\n<\/div>\n\n\n\n<p><strong><span style=\"font-size:20px\"><font color=\"#ff0066\"><span style=\"font-size:20px\"><span style=\"line-height:1.5\">Reckitt \u00d7 Artefact\uff1a\u7cbe\u901a\u8425\u9500\u6548\u679c\u8861\u91cf<\/span><\/span><\/font><\/span><\/strong><br \/>\n<br \/>\n<span style=\"font-size:16px\"><span style=\"font-size:16px\">\u5982\u4f55\u5229\u7528\u4eba\u5de5\u667a\u80fd\u4e86\u89e3\u8425\u9500\u6d3b\u52a8\u7684\u6295\u8d44\u56de\u62a5\u7387\uff1f<br \/>\n<span style=\"color:#66cccc\">\u4e9a\u5386\u5c71\u5fb7\u62c9\u00b7\u585e\u6885\u5e74\u79d1\uff0cData \u79d1\u5b66\u603b\u76d1\u517c Artefact \u5e02\u573a\u8425\u9500\u8861\u91cf\u5168\u7403\u8d1f\u8d23\u4eba\uff0c, <\/span><span style=\"color:#ffffff\">\u548c <\/span><span style=\"color:#66cccc\">\u738b\u65af\u5766\u5229\uff0c\u5229\u6d01\u65f6\u6d4b\u91cf\u4e1a\u52a1\u9ad8\u7ea7\u4ea7\u54c1\u7ecf\u7406<\/span>, \uff0c\u5728Reckitt x Artefact\u4e0a\u63a2\u8ba8\u8fd9\u4e00\u4e3b\u9898 <span style=\"color:#ffffff\">\u7f51\u7edc\u7814\u8ba8\u4f1a<\/span> \u5173\u4e8e\u300a\u6570\u5b57\u65f6\u4ee3\u7684\u5e02\u573a\u8425\u9500\u8861\u91cf\u4e4b\u9053\u300b\u200b\u200b\u200b\u200b\u200b\u200b<br \/>\n<\/span><\/span><\/p>\n\n\n\n<p><strong><span style=\"color:#ffffff\"><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong>\u89c2\u770b\u7f51\u7edc\u7814\u8ba8\u4f1a<\/strong><\/span><\/span><\/span><\/strong><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong><strong><span style=\"color:#ffffff\">\u200b\u200b\u200b<\/span><\/strong><\/strong><\/span><\/span><\/p>\n\n\n\n<p>\u60a8\u5c06\u4e86\u89e3\u5230<\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u57fa\u4e8e\u4eba\u5de5\u667a\u80fd\u7684\u5de5\u5177\u548c\u6280\u672f<\/strong> \u8861\u91cf\u8425\u9500\u7ee9\u6548<\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u6307\u6807 <\/strong>\u7528\u4e8e\u8ddf\u8e2a\u5173\u952e\u7ee9\u6548\u6307\u6807<\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u6848\u4f8b\u7814\u7a76<\/strong> Artefact\u5982\u4f55\u6539\u53d8\u4e86\u745e\u51ef\u7279\uff08Reckitt\uff09\u7684\u8425\u9500\u8861\u91cf\u7b56\u7565\u3002.<\/span><\/p>\n\n\n\n<p><br \/>\n<span style=\"font-size:16px\"><span style=\"font-size:16px\">\u5229\u6d01\u65f6\u9700\u8981\u4e00\u6b3e\u65b0\u7684\u8425\u9500\u6548\u679c\u8bc4\u4f30\u4ea7\u54c1\uff0c\u8be5\u4ea7\u54c1\u5e94\u5177\u5907\u4ee5\u4e0b\u7279\u70b9\uff1a<\/span><\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u53ef\u9760\u6027\u548c\u7a33\u5b9a\u6027<\/strong> \u4ee5\u4fbf\u8fd9\u4e9b\u7ed3\u679c\u5728\u5546\u4e1a\u4e0a\u5177\u6709\u610f\u4e49\uff0c,<\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u901f\u5ea6\u4e0e\u89c4\u6a21<\/strong>, \uff0c\u4ee5\u786e\u4fdd\u4e0e\u745e\u51ef\u7279\uff08Reckitt\uff09\u57fa\u7840\u8bbe\u65bd\u7684\u5168\u9762\u6574\u5408\u3002.<\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><strong>\u6d1e\u5bdf\u7684\u7c92\u5ea6<\/strong> \u4ee5\u4fbf\u5bf9\u4ec5\u80fd\u83b7\u53d6\u6708\u5ea6\u9500\u552e\u989d\u6570\u636e\u7684\u56fd\u5bb6\u8fdb\u884c\u5904\u7406 data\u3002.<\/span><\/p>\n\n\n\n<p><span style=\"font-size:16px\"><em>\u201c\u5f97\u76ca\u4e8e Artefact\uff0c\u6211\u4eec\u5df2\u7ecf\u80fd\u591f\u5728\u591a\u6b3e\u4ea7\u54c1\u4e2d\u8fd0\u7528\u5341\u4f59\u9879\u4eba\u5de5\u667a\u80fd\u6216\u673a\u5668\u5b66\u4e60\u529f\u80fd\uff0c\u4ece\u800c\u83b7\u5f97\u4ee4\u4eba\u60ca\u53f9\u7684\u6d1e\u5bdf\uff1b\u5bf9 200 \u591a\u4e2a\u8425\u9500\u6d3b\u52a8\u8fdb\u884c\u6548\u679c\u8bc4\u4f30\uff1b\u5e76\u901a\u8fc7 A\/B \u6d4b\u8bd5\u8bc6\u522b\u51fa 42 \u591a\u79cd\u53ef\u6269\u5c55\u7684\u7b56\u7565\uff0c\u201d\u00a0<\/em><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\u8bf4\u8fc7 <strong>\u65af\u5766\u5229-\u738b<\/strong> \u5229\u6d01\u65f6\u6d4b\u91cf\u90e8\u95e8\u9ad8\u7ea7\u4ea7\u54c1\u7ecf\u7406<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u7cbe\u660e\u7684\u8425\u9500\u6548\u679c\u8861\u91cf\u5982\u4f55\u63d0\u5347\u9500\u552e\u989d\u5e76\u6700\u5927\u5316\u4e1a\u52a1\u6210\u679c<\/h2>\n\n\n\n<p><span style=\"font-size: 16px\">\u4f2f\u7279\u5170\u00b7\u5e03\u91cc\u82cf\uff0cArtefact\u516c\u53f8Data\u4e0e\u5206\u6790\u90e8\u95e8\u603b\u76d1<\/span><span style=\"font-size: 16px\"> \u4ed6\u8c08\u5230\u4e86\u81ea\u5df1\u4f5c\u4e3aArtefact\u5168\u7403\u8425\u9500\u4e0e\u6548\u679c\u8bc4\u4f30\u8ba1\u5212\u8d1f\u8d23\u4eba\u548c\u534f\u8c03\u5458\u7684\u5de5\u4f5c\u3002.<\/span><br \/>\n<br \/>\n<\/p>\n\n\n\n<p>\u4ec0\u4e48\u662f\u8425\u9500\u8861\u91cf\uff1f\u5b83\u9762\u4e34\u54ea\u4e9b\u6311\u6218\uff1f<\/p>\n\n\n\n<p>\u8425\u9500\u6548\u679c\u8861\u91cf\u6709\u54ea\u4e9b\u65b9\u6cd5\uff1f\u6bcf\u79cd\u65b9\u6cd5\u5206\u522b\u7528\u4e8e\u4ec0\u4e48\uff1f<\/p>\n\n\n\n<p>\u5728\u5904\u7406\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u8425\u9500\u6e20\u9053\u65f6\u4f1a\u9762\u4e34\u54ea\u4e9b\u6311\u6218\uff1f<\/p>\n\n\n\n<p>2024\u5e74\uff0c\u4f01\u4e1a\u5982\u4f55\u52a0\u5f3a\u8425\u9500\u6548\u679c\u8bc4\u4f30\uff1f<\/p>\n\n\n\n<p><em>\u201c\u8425\u9500\u6548\u679c\u8861\u91cf\u65e2\u662f\u4e00\u95e8\u8861\u91cf\u8425\u9500\u6e20\u9053\u5bf9\u4e1a\u52a1\u5f71\u54cd\u7684\u827a\u672f\uff0c\u4e5f\u662f\u4e00\u95e8\u4f18\u5316\u8425\u9500\u6e20\u9053\u7684\u827a\u672f\u201d <strong>\u6700\u5927\u9650\u5ea6\u5730\u63d0\u5347\u8425\u9500\u4e3e\u63aa\u6240\u4ea7\u751f\u7684\u5546\u4e1a\u6548\u76ca<\/strong>.\u201d<\/em> \u4f2f\u7279\u5170\u00b7\u5e03\u91cc\u82cf\u8868\u793a<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.artefact.com\/zh\/blog\/how-savvy-marketing-management-can-boost-sales-and-solve-sophisticated-business-questions\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u9605\u8bfb\u6587\u7ae0<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u521b\u65b0\u7684\u5efa\u6a21\u6280\u672f\u62d3\u5c55\u4e86\u5b9e\u9a8c\u4e0e\u6d4b\u91cf\u7684\u8fb9\u754c<\/h2>\n\n\n\n<p>\u00a0\u00a0<span style=\"font-size: 16px\">\u897f\u8fbe\u5c14\u7279\u00b7\u201c\u897f\u5fb7\u201d\u00b7\u83ab\u6c49\uff0cData \u79d1\u5b66\u603b\u76d1\uff0c\u540c\u65f6\u62c5\u4efb Artefact \u56e0\u679c\u4eba\u5de5\u667a\u80fd\u7814\u7a76\u4e0e\u8425\u9500\u7ec4\u5408\u5efa\u6a21\u5168\u7403\u8d1f\u8d23\u4eba<\/span><span style=\"font-size:16px\">, \uff0c\u9610\u8ff0\u4e86\u6784\u6210\u8425\u9500\u8861\u91cf\u6846\u67b6\u7684\u4e09\u79cd\u65b9\u6cd5\uff08\u5f52\u56e0\u5206\u6790\u3001\u589e\u91cf\u6d4b\u8bd5\u548c\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff0c\u5373 MMM\uff09\u3002.<br \/>\n<br \/>\n<span style=\"font-size:16px\"><\/span><\/span><\/p>\n\n\n\n<p>\u5f52\u56e0\u5206\u6790\u3001\u589e\u91cf\u6d4b\u8bd5\u548cMMM\u76ee\u524d\u9762\u4e34\u4e00\u4e9b\u5236\u7ea6\u56e0\u7d20\uff0c\u5bfc\u81f4\u65e0\u6cd5\u5b9e\u73b0\u65e0\u7f1d\u534f\u4f5c\u3002.<\/p>\n\n\n\n<p><strong>\u5f52\u56e0\u6a21\u578b<\/strong> \u9700\u8981\u7eb3\u5165\u80fd\u591f\u4e3a\u57fa\u51c6\u63d0\u4f9b\u80cc\u666f\u4fe1\u606f\u7684\u7ea6\u675f\u6761\u4ef6\uff0c\u8fd9\u5bf9\u7406\u89e3\u8425\u9500\u6d3b\u52a8\u7684\u6574\u4f53\u5f71\u54cd\u81f3\u5173\u91cd\u8981\u3002.<\/p>\n\n\n\n<p><strong>\u589e\u91cf\u6d4b\u8bd5<\/strong> \u901a\u5e38\u9700\u8981\u91c7\u7528\u8d1d\u53f6\u65af\u56e0\u679c\u63a8\u65ad\u548c\u6f5c\u5728\u7ed3\u679c\u6846\u67b6\u7b49\u9ad8\u7ea7\u6280\u672f\u6765\u6d88\u9664\u6df7\u6742\u6548\u5e94\u3002.<\/p>\n\n\n\n<p><strong>\u5728MMMs\u4e2d<\/strong>, \uff0c\u5728\u5229\u7528\u7ed3\u6784\u5316\u56e0\u679c\u6a21\u578b\u7684\u6700\u65b0\u8fdb\u5c55\u65b9\u9762\uff0c\u5b58\u5728\u7740\u5207\u5b9e\u53ef\u884c\u7684\u673a\u9047\u3002.<\/p>\n\n\n\n<p><em>\u201c\u5148\u8fdb\u7684\u6d4b\u91cf\u65b9\u6cd5\u3001\u5bf9\u56e0\u679c\u5173\u7cfb\u7684\u5173\u6ce8\uff0c\u4ee5\u53ca\u521b\u65b0\u4e0e\u5b9e\u9a8c\u7684\u6587\u5316\u4e4b\u95f4\u7684\u534f\u540c\u4f5c\u7528\uff0c\u6b63\u5728\u91cd\u5851\u8425\u9500\u5206\u6790\u9886\u57df\uff0c\u5e76\u786e\u4fdd\u4f01\u4e1a\u5728\u4e0d\u65ad\u53d8\u5316\u7684\u5546\u4e1a\u73af\u5883\u4e2d\u4fdd\u6301\u654f\u6377\u6027\u548c\u76f8\u5173\u6027\uff0c\u201d<\/em> Sid Mohan \u7684\u8bc4\u8bba<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.artefact.com\/zh\/blog\/pushing-the-boundaries-of-experimentation-and-measurement-with-innovative-new-modeling-techniques\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u9605\u8bfb\u6587\u7ae0<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff08MMM\uff09\u3001\u5b9e\u9a8c\u548c\u5f52\u56e0\u7684\u5f3a\u5927\u7ec4\u5408<\/h2>\n\n\n\n<p><strong><span style=\"color:#ffffff\"><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong>\u6536\u542c\u64ad\u5ba2<\/strong><\/span><\/span><\/span><\/strong><span style=\"font-size:14px\"><span style=\"font-family:Arial,Helvetica,sans-serif\"><strong><strong><span style=\"color:#ffffff\">\u200b\u200b\u200b<\/span><\/strong><\/strong><\/span><\/span><\/p>\n\n\n\n<p>\u6536\u542c <span style=\"color:#66cccc\">\u8fea\u5c14\u514b\u00b7\u6885\u5229\u592b\uff08Dirk Melief\uff09\uff0cData\u53ca\u6570\u5b57\u8425\u9500\u9ad8\u7ea7\u603b\u76d1\uff1b\u4ee5\u53ca\u897f\u8fbe\u5c14\u7279\u00b7\u83ab\u6c49\uff08Siddharth Mohan\uff09\uff0cData\u79d1\u5b66\u603b\u76d1\u517c\u56e0\u679c\u4eba\u5de5\u667a\u80fd\u7814\u7a76\u4e0e\u8425\u9500\u7ec4\u5408\u5efa\u6a21\u5168\u7403\u8d1f\u8d23\u4eba\uff0c\u4e8c\u4eba\u5747\u96b6\u5c5e\u4e8eArtefact<\/span>, \uff0c\u4ee5\u53ca\u8c37\u6b4c\u5a92\u4f53\u6548\u679c\u8d1f\u8d23\u4eba\u6258\u9a6c\u65af\u00b7\u8d1d\u6797\uff0c\u5c31\u8425\u9500\u6548\u679c\u8861\u91cf\u8fd9\u4e00\u8bdd\u9898\u8fdb\u884c\u4e86\u63a2\u8ba8\u3002.<br \/>\n<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\u4ed6\u4eec\u6df1\u5165\u6d45\u51fa\u5730\u8bb2\u89e3\u4e86\u5982\u4f55\u5165\u95e8\uff0c\u5206\u6790\u4e86\u589e\u91cf\u6548\u5e94\uff0c\u5e76\u9610\u8ff0\u4e86MMM\u4e3a\u4f55\u5728\u9996\u5e2d\u8425\u9500\u5b98\u3001\u54c1\u724c\u7ecf\u7406\u548c\u8425\u9500\u4eba\u5458\u4e2d\u65e5\u76ca\u53d7\u5230\u9752\u7750\u3002.<br \/>\n<br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u6536\u542c <strong><span style=\"color:#0099ff\">Spotify<\/span><\/strong>, <strong><span style=\"color:#0099ff\">\u82f9\u679c<\/span><\/strong> \u6216\u4efb\u4f55\u5176\u4ed6 <strong><span style=\"color:#0099ff\">\u64ad\u5ba2<\/span><\/strong> \u7531\u60a8\u9009\u62e9\u3002.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u9488\u5bf9\u5723\u8bde\u8282audiences\u7684\u3001\u4ee5MROI\u4e3a\u76ee\u6807\u7684\u6700\u4f18\u5a92\u4f53\u7ec4\u5408<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.artefact.com\/zh\/blog\/mroi-a-new-data-driven-approach-to-measuring-on-and-offline-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u9605\u8bfb\u6587\u7ae0<\/a><\/div>\n<\/div>\n\n\n\n<p>\u5f17\u6d1b\u91cc\u5b89\u00b7\u8482\u535a\uff08Florian Thiebaut\uff09\uff0cArtefact\u516c\u53f8\u5408\u4f19\u4eba\u517cData\u5e02\u573a\u8425\u9500\u4e1a\u52a1\u8d1f\u8d23\u4eba<\/p>\n\n\n\n<p> \u63d0\u4f9b\u4e86\u7528\u4e8e\u6d4b\u91cf\u2026\u2026\u7684\u521b\u65b0\u89e3\u51b3\u65b9\u6848 <\/p>\n\n\n\n<p> \u9762\u5411 Artefact \u5ba2\u6237\u63d0\u4f9b\u3002.<\/p>\n\n\n\n<p>\u8fd9\u4e9b\u65b0\u578b\u5e7f\u544a\u7cfb\u5217\u548c\u5e7f\u544a\u5f62\u5f0f\u80fd\u4e3a\u6211\u7684\u5a92\u4f53\u7ec4\u5408\u5e26\u6765\u54ea\u4e9b\u4ef7\u503c\u548c\u589e\u957f\uff1f<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u8282\u65e5\u5feb\u4e50<\/h2>\n\n\n\n<p><strong><font color=\"#ffffff\" face=\"'Roboto', Trebuchet, Helvetica, sans-serif\" size=\"1\" style=\"font-size:11px;line-height:18px\">\u6570\u636e\u52a0\u901f\u8ba1\u5212 | \u4eba\u5de5\u667a\u80fd\u89e3\u51b3\u65b9\u6848 | \u6570\u636e\u8425\u9500<\/font><\/strong><\/p>","protected":false},"featured_media":88603,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"pdf-mail-category":[848695],"class_list":["post-1333132","pdf-newsletters","type-pdf-newsletters","status-publish","has-post-thumbnail","hentry","pdf-mail-category-data-ai-digest"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/pdf-newsletters\/1333132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/pdf-newsletters"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/pdf-newsletters"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/88603"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=1333132"}],"wp:term":[{"taxonomy":"pdf-mail-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/pdf-mail-category?post=1333132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}