{"id":442469,"date":"2025-03-24T14:23:33","date_gmt":"2025-03-24T14:23:33","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=ressource-document&p=442469"},"modified":"2025-09-17T15:09:25","modified_gmt":"2025-09-17T14:09:25","slug":"c-suite-guide-to-marketing-measurement-2025","status":"publish","type":"ressource-document","link":"https:\/\/www.artefact.com\/zh\/ressource-document\/c-suite-guide-to-marketing-measurement-2025\/","title":{"rendered":"2025 \u5e74\u8425\u9500\u6d4b\u91cf C \u7ea7\u6307\u5357"},"content":{"rendered":"

\u5728\u5f53\u4eca\u77ac\u606f\u4e07\u53d8\u7684\u8425\u9500\u73af\u5883\u4e2d\uff0c\u8861\u91cf\u8425\u9500\u5de5\u4f5c\u7684\u6709\u6548\u6027\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u66f4\u4e3a\u91cd\u8981\u3002\u6211\u4eec\u7684 2025 \u5e74\u8425\u9500\u6d4b\u91cf C \u7ea7\u6307\u5357<\/em> \u662f\u60a8\u9a7e\u9a6d\u73b0\u4ee3\u8425\u9500\u6d4b\u91cf\u590d\u6742\u6027\u5e76\u786e\u4fdd\u4f01\u4e1a\u4fdd\u6301\u9886\u5148\u5730\u4f4d\u7684\u91cd\u8981\u8d44\u6e90\u3002.<\/p>\n

\u672c\u7efc\u5408\u6307\u5357\u63a2\u8ba8\u4e86\u6700\u5f3a\u5927\u7684\u5de5\u5177\u548c\u6280\u672f\uff0c\u5305\u62ec\u8425\u9500\u7ec4\u5408\u5efa\u6a21 (MMM)\u3001\u589e\u91cf\u6d4b\u8bd5\u548c\u5f52\u56e0--\u8fd9\u4e9b\u5173\u952e\u6218\u7565\u5c06\u63a8\u52a8\u60a8\u5728 2025 \u5e74\u53ca\u4ee5\u540e\u53d6\u5f97\u8425\u9500\u6210\u529f\u3002\u4e86\u89e3\u8fd9\u4e9b\u65b9\u6cd5\u5982\u4f55\u4f18\u5316\u60a8\u7684\u8425\u9500\u5de5\u4f5c\uff0c\u6700\u5927\u9650\u5ea6\u5730\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387\uff0c\u5e76\u4f7f\u60a8\u7684\u6218\u7565\u4e0e\u66f4\u5e7f\u6cdb\u7684\u4e1a\u52a1\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002.<\/p>\n

\u76ee\u5f55<\/h2>\n
    \n
  1. \u5f53\u4eca\u8425\u9500\u6d4b\u91cf\u7684\u73b0\u72b6<\/strong>:\u4e86\u89e3\u5f71\u54cd\u5f53\u524d\u8425\u9500\u6d4b\u91cf\u683c\u5c40\u7684\u6311\u6218\u548c\u8d8b\u52bf\u3002.<\/li>\n
  2. MROI \u9ec4\u91d1\u4e09\u89d2<\/strong>\n
      \n
    1. \u8425\u9500\u7ec4\u5408\u5efa\u6a21 (MMM)\uff1a\u6211\u4eec\u7684\u6a21\u578b\u53ef\u5728\u8003\u8651\u5a92\u4f53\u548c\u8425\u9500\u9884\u7b97\u3001\u54c1\u724c\u529b\uff08\u57fa\u4e8e\u641c\u7d22\u4efd\u989d\u3001\u793e\u4ea4\u8046\u542c\u548c\u54c1\u724c\u8ddf\u8e2a\uff09\u3001\u5b9a\u4ef7\u3001\u4fc3\u9500\u3001\u4ea7\u54c1\u53d1\u5e03\u3001\u5546\u54c1\u9500\u552e\u548c\u5206\u9500\u7684\u57fa\u7840\u4e0a\u8fdb\u884c\u6218\u7565\u51b3\u7b56\u3002\u5b83\u53ef\u4ee5\u6355\u6349\u5230\u5a92\u4f53\u548c\u54c1\u724c\u5bf9\u6536\u5165\u7684\u77ed\u671f\u548c\u957f\u671f\u5f71\u54cd\u3002.\u00a0\u00a0<\/span><\/li>\n
    2. \u00a0\u589e\u91cf\u6d4b\u8bd5\uff1a\u589e\u91cf\u6d4b\u8bd5\uff1a\u901a\u8fc7\u6d4b\u91cf\u5b9e\u5730\u5f71\u54cd\uff0c\u9a8c\u8bc1\u548c\u6821\u51c6\u591a\u6307\u6807\u7c7b\u96c6\u6a21\u578b\u3002\u4e00\u7cfb\u5217\u65b9\u6cd5\u5bf9\u6d3b\u52a8\u5e72\u9884\u7684\u56e0\u679c\u6548\u5e94\u7684\u7a33\u5065\u6027\u63d0\u4f9b\u4e86\u91cd\u8981\u7684\u9a8c\u8bc1\u3002.<\/span><\/li>\n
    3. \u591a\u89e6\u70b9\u5f52\u56e0 (MTA)\uff1aArtefact \u7684\u6280\u672f\u4f7f\u4f01\u4e1a\u80fd\u591f\u5feb\u901f\u83b7\u5f97\u6709\u5173 audience\u3001\u5730\u7406\u4f4d\u7f6e\u548c\u8425\u9500\u6d3b\u52a8\u7684\u7ec6\u7c92\u5ea6\u6d1e\u5bdf\uff0c\u4ece\u800c\u63a8\u52a8\u98de\u884c\u4e2d\u7684\u8425\u9500\u6d3b\u52a8\u4f18\u5316\u3002\u901a\u8fc7\u4e00\u7cfb\u5217\u7ecf\u8fc7\u5305\u88c5\u548c\u6d4b\u8bd5\u7684\u6280\u672f\uff0c\u53ef\u4ee5\u5bf9\u5ba2\u6237\u65c5\u7a0b\u7684\u7ec6\u7c92\u5ea6\u89c6\u56fe\u8fdb\u884c\u7a33\u5065\u7684\u57fa\u51c6\u6d4b\u8bd5\u3002.\u00a0 <\/span><\/li>\n<\/ol>\n<\/li>\n
    4. \u7279\u522b\u4eae\u70b9<\/strong>:\u4ece\u96c5\u9ad8\u3001\u8010\u514b\u548c Artefact \u7b49\u884c\u4e1a\u9886\u5bfc\u8005\u90a3\u91cc\u83b7\u5f97\u72ec\u5bb6\u89c1\u89e3\uff0c\u5c55\u793a\u5148\u8fdb\u8425\u9500\u6d4b\u91cf\u6280\u672f\u5728\u73b0\u5b9e\u4e16\u754c\u4e2d\u7684\u5e94\u7528\u3002.<\/li>\n
    5. \u672a\u6765\u5c55\u671b<\/strong>:\u4ece\u524d\u77bb\u6027\u7684\u89d2\u5ea6\u4e86\u89e3\u8425\u9500\u6d4b\u91cf\u9886\u57df\u5c06\u5982\u4f55\u53d1\u5c55\uff0c\u4ee5\u53ca\u60a8\u9700\u8981\u505a\u4e9b\u4ec0\u4e48\u624d\u80fd\u4fdd\u6301\u7ade\u4e89\u529b\u3002.<\/li>\n<\/ol>\n

      \u7535\u5b50\u4e66\u4e2d\u7684\u72ec\u5bb6\u5546\u4e1a\u6848\u4f8b\u5c06\u4e3a\u60a8\u5e26\u6765\u542f\u53d1\uff0c\u5e76\u63d0\u4f9b\u6765\u81ea\u884c\u4e1a\u9886\u5bfc\u8005\u548c Artefact \u4e13\u5bb6\u7684\u5b9d\u8d35\u89c1\u89e3\u3002.<\/p>\n

        \n
      • \u96c5\u9ad8\u4f7f\u7528\u6848\u4f8b<\/strong> \u5173\u4e8e \u5229\u7528 MMM \u8fdb\u884c\u9884\u7b97\u89c4\u5212\uff0c\u4f18\u5316\u6295\u8d44<\/strong> \u7531 \u4e9a\u8f9b-\u54c8\u5207\u59c6<\/em>, \u7535\u5b50\u5546\u52a1\u4e0e\u5ba2\u6237\u53c2\u4e0e\u9ad8\u7ea7\u526f\u603b\u88c1<\/span><\/li>\n
      • \u8010\u514b\u7684\u4f7f\u7528\u6848\u4f8b<\/strong> \u5173\u4e8e \u901a\u8fc7\u5f3a\u6709\u529b\u7684\u9886\u5bfc\u3001\u91cf\u8eab\u5b9a\u5236\u7684\u5de5\u5177\u5305\u548c data-driven \u6587\u5316\uff0c\u5c06\u8425\u9500\u6d4b\u8bc4\u7eb3\u5165\u4e1a\u52a1\u6218\u7565\u4e2d<\/strong> \u7531 \u7433\u8fbe-\u5207\u96f7\u8fbe<\/em>, \u524d\u5168\u7403\u8425\u9500\u526f\u603b\u88c1 Data\u3002.<\/span><\/li>\n
      • \u5173\u4e8e\u5229\u7528\u7684\u7528\u4f8b \u8c37\u6b4c\u5b50\u5348\u7ebf<\/strong> \u66f4\u591a\u4fe1\u606f \u51c6\u786e\u53ca\u65f6\u5730\u5efa\u7acb\u8425\u9500\u7ec4\u5408\u6a21\u578b<\/strong> \u7531 \u5e0c\u5fb7-\u83ab\u6c49,<\/em> \u4e3b\u4efb Data \u79d1\u5b66\u4e0e\u56e0\u679c\u63a8\u7406\u5728 Artefact<\/strong><\/span><\/li>\n
      • \u5173\u4e8e\u96c6\u6210\u7684\u7528\u4f8b \u5c06\u957f\u671f\u54c1\u724c\u6548\u5e94\u7eb3\u5165 MMM<\/strong> \u7531 \u7ea6\u7ff0-\u74e6\u5c14\u8fbe<\/em>, Data \u79d1\u5b66\u7ecf\u7406 Artefact<\/strong><\/span><\/li>\n<\/ul>\n

        \u65e0\u8bba\u60a8\u662f\u60f3\u52a0\u5f3a\u8425\u9500\u6d4b\u91cf\u6846\u67b6\uff0c\u8fd8\u662f\u60f3\u83b7\u5f97\u7ade\u4e89\u4f18\u52bf\uff0c\u672c\u6307\u5357\u90fd\u5c06\u4e3a\u60a8\u63d0\u4f9b\u6210\u529f\u6240\u9700\u7684\u89c1\u89e3\u548c\u7b56\u7565\u3002.<\/p>\n

        \u4e0b\u8f7d 2025 \u5e74\u8425\u9500\u6d4b\u91cf C \u7ea7\u6307\u5357<\/em> \u73b0\u5728\u5c31\u6765\u4e86\u89e3\u5728\u4e0b\u4e00\u4e2a\u8425\u9500\u65f6\u4ee3\u63a8\u52a8\u53ef\u8861\u91cf\u589e\u957f\u7684\u79d8\u8bc0\uff01<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

        \u5728\u5f53\u4eca\u5feb\u901f\u53d1\u5c55\u7684\u8425\u9500\u73af\u5883\u4e2d\uff0c\u8861\u91cf\u8425\u9500\u5de5\u4f5c\u7684\u6709\u6548\u6027\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u66f4\u4e3a\u91cd\u8981\u3002\u6211\u4eec\u7684\u300a2025 \u5e74\u8425\u9500\u6d4b\u8bc4 C \u7ea7\u6307\u5357\u300b\u662f\u60a8\u9a7e\u9a6d\u73b0\u4ee3\u8425\u9500\u6d4b\u8bc4\u590d\u6742\u6027\u5e76\u786e\u4fdd\u60a8\u7684\u4f01\u4e1a\u4fdd\u6301\u9886\u5148\u5730\u4f4d\u7684\u91cd\u8981\u8d44\u6e90\u3002.<\/p>","protected":false},"featured_media":442633,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"ressource-category":[671],"class_list":["post-442469","ressource-document","type-ressource-document","status-publish","has-post-thumbnail","hentry","ressource-category-e-book"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/ressource-document\/442469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/ressource-document"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/ressource-document"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/442633"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=442469"}],"wp:term":[{"taxonomy":"ressource-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/ressource-category?post=442469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}