<\/figure>\n\n\n\n\u2022 \u901a\u8fc7\u8ba1\u7b97\u6bcf\u6b21\u5e7f\u544a\u5370\u8c61\u6216\u89c2\u770b\u7684\u76f8\u5bf9\u6210\u672c\uff0c\u5e7f\u544a\u4e3b\u80fd\u591f\u66f4\u4e3a\u7406\u6027\u5730\u5bf9\u5a92\u4f53\u9884\u7b97\u8fdb\u884c\u5206\u914d\u3002<\/p>\n\n\n\n
\u4ee5Irish National Lottery\u4e3a\u4f8b\uff0c\u5728\u5bf9\u5a92\u4f53\u7ec4\u5408\u6295\u653e\u53ca\u7528\u6237\u5173\u6ce8\u6570\u636e\u8fdb\u884c\u8c03\u6574\u540e\uff0c\u5176\u7528\u6237\u5173\u6ce8\u5ea6\u4e0a\u63d0\u5347\u4e8635%\uff0c\u4e5f\u76f8\u5e94\u4fc3\u8fdb\u4e86\u54c1\u724c\u7684KPI.\u4ee3\u7406\u673a\u6784OmnicomMedia Group\u53ca Dentsu\u4e5f\u5f00\u59cb\u5c06\u7528\u6237\u5173\u6ce8\u5ea6\u6b63\u5f0f\u5f15\u5165\u5230\u5a92\u4f53\u7b56\u7565\u5de5\u5177\u4e2d\u6765\u3002<\/p>\n\n\n\n
\u2022 \u8425\u9500\u54a8\u8be2\u516c\u53f8Ebiquity\u57fa\u4e8e\u7528\u6237\u6ce8\u610f\u529b\u8fdb\u4e00\u6b65\u63d0\u51fa\u4e86\u4e13\u95e8\u7684\u672f\u8bedaCPM\uff0c\u5373\u6bcf\u5343\u79d2\u6ce8\u610f\u529b\u6210\u672c\u3002\u8be5\u6307\u6807\u5c06\u5a92\u4f53\u6210\u672c\u4e0e\u6570\u5b57\u53ca\u7535\u89c6\u5173\u6ce8\u6307\u6807\u76f8\u7ed3\u5408\u3002<\/p>\n\n\n\n
\u4f46\u5e7f\u544a\u4e3b\u6ca1\u6709\u5fc5\u8981\u8ffd\u6c42\u6700\u4f4e\u7684aCPM\uff0c\u800c\u5e94\u5bf9\u5176\u54c1\u724c\u89c4\u6a21\u53ca\u8be5\u6307\u6807\u5305\u542b\u4fe1\u606f\u7684\u590d\u6742\u6027\u4e88\u4ee5\u91cd\u70b9\u5173\u6ce8\u3002<\/p>\n\n\n\n
\u2022 \u4e1a\u5185\u901a\u5e38\u8ba4\u4e3a\u97f3\u91cf\u8d85\u51fa\u4efd\u989d\uff08ESOV\uff09\u2013 \u54c1\u724c\u7684\u54c1\u7c7b\u5e7f\u544a\u4efd\u989d\u8d85\u51fa\u5176\u4ea7\u54c1\u5e02\u573a\u4efd\u989d\u2013\u662f\u9a71\u52a8\u6d88\u8d39\u8005\u5e7f\u544a\u5370\u8bb0\u53ca\u54c1\u724c\u957f\u671f\u6210\u957f\u7684\u5173\u952e\u56e0\u7d20\u3002<\/p>\n\n\n\n
\u4f46\u97f3\u91cf\u4efd\u989d\u5df2\u7ecf\u8d8a\u6765\u8d8a\u96be\u8bc4\u4f30\u6570\u5b57\u5a92\u4f53\u8425\u9500\u7684\u6548\u679c\uff0c\u56e0\u6b64\u4e00\u4e9b\u4eba\u63d0\u51fa\u4e86\u201c\u641c\u7d22\u4efd\u989d\u201d\u4f5c\u4e3a\u8865\u5145\u3002\u8fd8\u6709\u4e00\u4e9b\u4eba\u76f8\u4fe1\u6d88\u8d39\u8005\u5173\u6ce8\u6570\u636e\u53ef\u4ee5\u62ef\u6551\u97f3\u91cf\u4efd\u989d\u3002<\/p>\n\n\n\n
\u2022 \u6d3b\u8dc3\u5173\u6ce8\u79d2\u6570\u4e00\u76f4\u662f\u7528\u6237\u54c1\u724c\u9009\u62e9\u4e0e\u8bb0\u5fc6\u7559\u5b58\u7684\u91cd\u8981\u6307\u6807\u3002\u589e\u5f3a\u667a\u80fd\u521b\u4f7f\u4ebaKaren Nelson-Field\u76ee\u524d\u6b63\u5728\u7814\u7a76\u8bb0\u5fc6\u7559\u5b58\u4e0e\u54c1\u724c\u9009\u62e9\u4e4b\u95f4\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n
\u901a\u8fc7\u5229\u7528SOV\u6765\u5bf9\u5e7f\u544a\u6548\u679c\u8fdb\u884c\u89e3\u8bfb\uff0c\u5bf9\u9884\u7b97\u8fdb\u884c\u7cbe\u7ec6\u5316\u5206\u914d\uff0c\u5e7f\u544a\u4e3b\u53ef\u4ee5\u5c06\u5176\u5ba3\u63a8\u6548\u679c\u5b9e\u73b0\u6700\u5927\u5316\u3002<\/p>\n\n\n\n
takeaways<\/strong><\/p>\n\n\n\n1. \u6ce8\u610f\u529b\u8c03\u6574\u53ef\u4ee5\u5e94\u7528\u4e8e\u5a92\u4f53\u9884\u7b97\u53ca\u66f4\u52a0\u5148\u8fdb\u7684\u5e7f\u544a\u6548\u679c\u8bc4\u4f30\u6280\u672f\u3002\u6b63\u5982\u524d\u8ff0\u7684Irish National Lottery\u4e00\u6837\uff0c\u91c7\u7528\u7528\u6237\u5173\u6ce8\u6570\u636e\u540e\uff0c\u5176\u5e7f\u544a\u6548\u679c\u5f97\u5230\u4e86\u5927\u5e45\u63d0\u5347\u3002<\/p>\n\n\n\n
2. \u6ce8\u610f\u529b\u7b56\u7565\u53ef\u80fd\u6839\u636e\u54c1\u724c\u89c4\u6a21\u4e0e\u8425\u9500\u76ee\u6807\u800c\u6709\u6240\u53d8\u5316\u3002\u89c4\u6a21\u66f4\u5927\u3001\u66f4\u4e3a\u77e5\u540d\u540c\u65f6\u5177\u6709\u7279\u8272\u4ea7\u54c1\u7684\u5e7f\u544a\u4e3b\u4e0e\u65b0\u751f\u54c1\u724c\u5bf9\u6d88\u8d39\u8005\u5173\u6ce8\u5ea6\u7684\u9700\u6c42\u53ef\u80fd\u662f\u4e0d\u540c\u7684\uff0c\u56e0\u6b64\u54c1\u724c\u7684\u9700\u6c42\u4e0d\u540c\uff0c\u6700\u4f73\u6295\u653e\u6e20\u9053\u4e5f\u4e0d\u540c\u3002<\/p>\n\n\n\n
3. \u5173\u6ce8\u5ea6\u8c03\u6574\u540e\u7684SOV\u53ef\u4ee5\u4f1a\u4e3a\u5e7f\u544a\u4e3b\u63d0\u4f9b\u6f5c\u5728\u7684\u89e3\u51b3\u65b9\u6848\u3002\u901a\u8fc7\u5c06\u5e02\u573a\u4ef7\u683c\u4e0e\u5a92\u4f53\u6743\u91cd\u89e3\u9501\uff0c\u7136\u540e\u5206\u522b\u5bf9\u6bcf\u79cd\u5e7f\u544a\u5f62\u5f0f\u7684\u5173\u6ce8\u7b49\u7ea7\u8fdb\u884c\u8bc4\u4f30\u3002\u5e7f\u544a\u4e3b\u53ef\u4ee5\u91cd\u70b9\u5173\u6ce8\u90a3\u4e9b\u7528\u6237\u5173\u6ce8\u7b49\u7ea7\u8f83\u9ad8\u7684\u5e73\u53f0\u3002\u7528\u6237\u5173\u6ce8\u5ea6\u9ad8\uff0c\u81ea\u7136\u4f1a\u9a71\u52a8\u54c1\u724c\u8d2d\u4e70\u9009\u62e9\u63d0\u5347\u3002<\/p>\n\n\n\n
\u4e8c\u3001\u5173\u6ce8\u672a\u6765\u7528\u6237\u9700\u6c42<\/strong><\/h2>\n\n\n\n\u8df3\u51fa\u53d1\u5c55\u7aa0\u81fc\u7684\u51b7\u9759\u81ea\u6211\u5ba1\u89c6<\/strong><\/p>\n\n\n\n\u4e1a\u754c\u5bf9\u4e8e\u8fc7\u53bb\u51e0\u5e74\u7684\u603b\u7ed3\u610f\u89c1\u662f\u54c1\u724c\u5efa\u8bbe\u4e0e\u6548\u679c\u8425\u9500\u662f\u4e0d\u540c\u3001\u751a\u81f3\u662f\u5bf9\u7acb\u7684\u884c\u4e3a\u3002WARC\u767d\u76ae\u4e66\u5219\u8ba4\u4e3a\u7f3a\u5931\u7684\u90e8\u5206\u662f\u8fd9\u4e24\u8005\u4e4b\u95f4\u7684\u5173\u8054\u3002<\/p>\n\n\n\n
\u5f53\u6211\u4eec\u628a\u4e8c\u8005\u5b8c\u5168\u5206\u5f00\u65f6\uff0c\u54c1\u724c\u5efa\u8bbe\u6709\u53ef\u80fd\u6210\u4e3a\u4e00\u9879\u957f\u671f\u884c\u4e3a\uff0c\u9700\u8981\u54c1\u724c\u4e3b\u6709\u6781\u5927\u7684\u4fe1\u5fc3\u8fdb\u884c\u6295\u5165\uff0c\u800c\u6548\u679c\u8425\u9500\u6210\u529f\u6bd4\u7387\u4e5f\u4f1a\u8f83\u4f4e\u3002<\/p>\n\n\n\n
\u91cd\u70b9\u5728\u4e8e\uff0c\u5982\u679c\u6ca1\u6709\u9488\u5bf9\u89e6\u8fbe\u672a\u6765\u6d88\u8d39\u8005\u7684\u54c1\u724c\u6295\u8d44\u5efa\u8bbe\uff0c\u6548\u679c\u8425\u9500\u53ea\u662f\u6d88\u8017\u73b0\u6709\u7684\u7528\u6237\u6c60\u8d44\u6e90\uff0c\u5f80\u5f80\u4f1a\u9047\u5230\u6548\u679c\u74f6\u9888\uff0c\u8fd9\u4e5f\u662f\u65b0\u5174\u516c\u53f8\u9762\u4e34\u7684\u5171\u6027\u95ee\u9898\u3002\u82f1\u56fd\u7814\u7a76\u673a\u6784Magic Numbers for Thinkbox\u5173\u4e8e\u8ba1\u91cf\u7ecf\u6d4e\u5b66\u7684\u7814\u7a76\u6570\u636e\u4e5f\u652f\u6301\u4e86\u8fd9\u4e00\u70b9\u3002<\/p>\n\n\n\n
\u6548\u679c\u8425\u9500\u4e13\u6ce8\u4e8e\u73b0\u6709\u9700\u6c42\uff0c\u5373\u5e02\u573a\u73b0\u6709\u6d88\u8d39\u8005\u76ee\u524d\u7684\u9700\u6c42\u3002\u800c\u6211\u4eec\u5e94\u8be5\u91cd\u65b0\u8ba9\u54c1\u724c\u5173\u6ce8\u672a\u6765\u9700\u6c42\uff0c\u5373\u73b0\u5728\u672a\u5fc5\u8d2d\u4e70\uff0c\u4f46\u672a\u6765\u53ef\u80fd\u7684\u6f5c\u5728\u6d88\u8d39\u8005\u3002<\/p>\n\n\n\n
\u8425\u9500\u6218\u7565\u5bb6James Hurman\u6839\u636e\u6700\u65b0\u7684\u7814\u7a76\u53ca\u6848\u4f8b\u6765\u5c55\u793a\u8fd9\u4e24\u79cd\u65b9\u6cd5\u5982\u4f55\u80fd\u6709\u6548\u7ed3\u5408\u5728\u4e00\u8d77\u3002<\/p>\n\n\n\n
\u4ed6\u8ba4\u4e3a\u5e7f\u544a\u4e3b\u4f1a\u53d7\u5230\u4e00\u4e9b\u65b0\u5174\u516c\u53f8\u5feb\u901f\u6210\u529f\u7684\u5f71\u54cd\uff0c\u8fd9\u4e9b\u516c\u53f8\u901a\u5e38\u4f1a\u901a\u8fc7\u6295\u8d44\u8425\u9500\u6548\u679c\u6280\u672f\u6765\u76f8\u5bf9\u5feb\u901f\u5730\u627e\u5230\u4e70\u5bb6\uff0c\u4f46\u8fd9\u79cd\u65b9\u6cd5\u672a\u5fc5\u9002\u5408\u66f4\u5927\u7684\u54c1\u724c\u3002\u66f4\u597d\u7684\u505a\u6cd5\u662f\u5c06\u672a\u6765\u4e0e\u73b0\u5728\u9700\u6c42\u7ed3\u5408\u5230\u4e00\u8d77\uff0c\u5e76\u4e14\u627e\u5230\u66f4\u597d\u7684\u878d\u5408\u65b9\u5f0f\u3002<\/p>\n\n\n\n
\u4e09\u3001\u54c1\u724c\u5efa\u8bbe\u7684\u4e09\u4e2a\u6311\u6218\uff0c<\/strong>\u6295\u8d44\u4e0e\u4fe1\u5fc3\u7684\u53cc\u9762\u535a\u5f08<\/strong><\/h2>\n\n\n\n\u76ee\u524d\u54c1\u724c\u5efa\u8bbe\u9884\u7b97\u65b9\u9762\u81f3\u5c11\u5b58\u5728\u4e09\u4e2a\u6311\u6218\uff1a<\/p>\n\n\n\n
1.\u9884\u7b97\u964d\u4f4e\uff1a\u7531\u4e8e\u75ab\u60c5\u5bfc\u81f4\u7ecf\u6d4e\u653e\u7f13\uff0c\u5e7f\u544a\u4e3b\u5c06\u9884\u7b97\u91cd\u5fc3\u8f6c\u5411\u4e86\u6548\u679c\u8425\u9500\u3002\u76f8\u5173\u7814\u7a76\u8868\u660e\uff1a\u7ea6\u670941%\u7684\u5e7f\u544a\u4e3b\u8ba1\u5212\u57282022\u5e74\u589e\u52a0\u6548\u679c\u8425\u9500\u9884\u7b97\uff0c35%\u7684\u5e7f\u544a\u4e3b\u4f1a\u7ee7\u7eed\u8fdb\u884c\u54c1\u724c\u5efa\u8bbe\u6295\u8d44\u3002<\/p>\n\n\n\n
2.\u7cbe\u51c6\u5b9a\u5411\u6295\u8d44\uff1a\u7531\u4e8e\u7ebf\u4e0a\u9500\u552e\u7684\u6301\u7eed\u589e\u957f\uff0c\u5e7f\u544a\u4e3b\u9700\u5728\u8ddd\u79bb\u9500\u552e\u7684\u6700\u8fd1\u73af\u8282\u589e\u52a0\u54c1\u724c\u66dd\u5149\uff0c\u53ef\u4ee5\u5728\u7c7b\u4f3c\u4e9a\u9a6c\u900a\u641c\u7d22\u65b9\u9762\u8ffd\u52a0\u6295\u8d44\u3002<\/p>\n\n\n\n
\u968f\u7740\u7535\u5546\u6301\u7eed\u589e\u957f\uff0c\u96f6\u552e\u5a92\u4f53\u6240\u5360\u5e7f\u544a\u4efd\u989d\u8d8a\u6765\u8d8a\u9ad8\uff0c\u800c\u8fd9\u4e00\u9700\u6c42\u6b63\u53d8\u5f97\u65e5\u76ca\u5c16\u9510\u4e0e\u6025\u8feb\u3002<\/p>\n\n\n\n
3.\u5bf9\u54c1\u724c\u6253\u9020\u4ee5\u53ca\u54c1\u724c\u80fd\u591f\u8d4b\u4e88\u5e7f\u544a\u4e3b\u7684\u6548\u7387\u4f18\u52bf\u4e0a\u7f3a\u4e4f\u4fe1\u5fc3\u6216\u7406\u89e3\u529b\uff0c\u7279\u522b\u662f\u5728\u54c1\u724c\u9a71\u52a8\u6570\u5b57\u9500\u552e\u65b9\u9762\u3002<\/p>\n\n\n\n
\u540c\u65f6\u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0c\u5728\u79d1\u6280\u516c\u53f8\u4e3b\u5bfc\u4e16\u754c\u89c2\u7684\u5e74\u4ee3\uff0c\u5982\u679c\u5e7f\u544a\u4e3b\u4e0d\u80fd\u591f\u51c6\u786e\u63cf\u8ff0\u54c1\u724c\u6240\u9075\u5faa\u7684\u4ef7\u503c\u89c2\uff0c\u90a3\u4e48\u5219\u6709\u53ef\u80fd\u9996\u5148\u758f\u79bb\u5176\u7ba1\u7406\u56e2\u961f\uff0c\u65e2\u800c\u758f\u79bb\u76ee\u6807\u6d88\u8d39\u7fa4\u4f53\u3002<\/p>\n\n\n\n
\u56db\u3001\u672a\u6765\u9700\u6c42\u7684\u4e94\u4e2a\u539f\u5219\uff0c<\/strong>\u5411\u672a\u6765\u8981\u672a\u6765<\/strong><\/h2>\n\n\n\n1. \u6bcf\u4e2a\u54c1\u724c\u90fd\u6709\u9700\u6c42\u5929\u82b1\u677f\uff0c\u7b80\u800c\u8a00\u4e4b\uff0c\u5c31\u662f\u5e02\u573a\u4e2d\u5bf9\u8be5\u54c1\u7c7b\u4ea7\u54c1\/ \u670d\u52a1\u6709\u5b9e\u9645\u9700\u6c42\u7684\u4eba\u7fa4\uff0c\u540c\u65f6\u5f53\u8be5\u54c1\u724c\u51fa\u73b0\u95ee\u9898\u65f6\uff0c\u4e5f\u4e0d\u4f1a\u9a6c\u4e0a\u629b\u5f03\u3002<\/p>\n\n\n\n
2. \u9700\u6c42\u8f6c\u5316\u884c\u4e3a\u4e0d\u80fd\u8f6c\u5316\u4e0d\u5b58\u5728\u7684\u9700\u6c42<\/p>\n\n\n\n
3. \u521b\u9020\u672a\u6765\u9700\u6c42\u8981\u6bd4\u8f6c\u5316\u73b0\u6709\u9700\u6c42\u66f4\u4e3a\u8017\u65f6–\u56e0\u6b64\u5f53\u73b0\u6709\u9700\u6c42\u67af\u7aed\u65f6\uff0c\u521b\u9020\u672a\u6765\u9700\u6c42\u624d\u4f1a\u5f00\u59cb\uff0c\u4e24\u8005\u4e2d\u95f4\u6709\u4e00\u4e2a\u9500\u552e\u505c\u6ede\u671f\u3002<\/p>\n\n\n\n
4. \u5f53\u54c1\u724c\u4e3b\u6301\u7eed\u5f00\u53d1\u672a\u6765\u9700\u6c42\u65f6\uff0c\u9500\u552e\u589e\u957f\u624d\u80fd\u6301\u7eed\u548c\u7a33\u5b9a<\/p>\n\n\n\n
5. \u5f53\u672a\u6765\u9700\u6c42\u884c\u4e3a\u51cf\u5c11\u65f6\uff0c\u9500\u552e\u91cf\u5728\u8870\u51cf\u4e4b\u524d\u4f1a\u6709\u4e00\u65ad\u65f6\u95f4\u7684\u6301\u7eed\uff0c\u4ece\u800c\u6682\u65f6\u9020\u6210\u4e86\u54c1\u724c\u5efa\u8bbe\u5bf9\u9500\u552e\u5e76\u4e0d\u91cd\u8981\u7684\u5047\u8c61\u3002<\/p>\n\n\n\n
Takeaways<\/strong><\/p>\n\n\n\n\u2022 \u54c1\u724c\u7ecf\u8425\u4e0a\u9075\u5faa\u6216\u501f\u9274\u521b\u4e1a\u516c\u53f8\u7684\u601d\u7ef4\u6216\u8bb8\u53ef\u4ee5\uff0c\u4f46\u8425\u9500\u4e0a\u4e0d\u53ef\u4ee5\u3002\u77ed\u671f\u5185\u7684\u9ad8\u901f\u589e\u957f\u4e0e\u7ee9\u6548\u6307\u6807\u5e76\u4e0d\u80fd\u5ba2\u89c2\u9884\u6d4b\u672a\u6765\u7684\u6210\u529f\u4e0e\u516c\u53f8\u7684\u957f\u671f\u53d1\u5c55\u3002<\/p>\n\n\n\n
\u2022 \u54c1\u724c\u4e3b\u9700\u8981\u5c06\u54c1\u724c\u4e0e\u8425\u9500\u6548\u80fd\u7ed3\u5408\u5728\u4e00\u8d77\uff0c\u540c\u65f6\u521b\u9020\u66f4\u591a\u663e\u5316\u7684\u94fe\u63a5\u4ece\u800c\u5b9e\u73b0\u6548\u679c\u6700\u5927\u5316\u3002\u4f8b\u5982\u54c1\u724c\u5982\u4f55\u4e0e\u641c\u7d22\u6218\u7565\u5bb6\u8fdb\u884c\u5408\u4f5c\uff0c\u66f4\u7cbe\u51c6\u5730\u5728\u7535\u89c6\u4e0a\u8fdb\u884c\u54c1\u724c\u5ba3\u4f20\uff1f<\/p>\n\n\n\n
\u2022 \u5bfb\u627e\u65b0\u7684\u6d4b\u8bd5\u673a\u4f1a\u3002\u50cfAmazon\u8fd9\u6837\u7684\u5e73\u53f0\u6b63\u5728\u6253\u9020\u4e0a\u5c42\u6f0f\u6597\u5e7f\u544a\u65b9\u6848\uff0c\u5e7f\u544a\u4e3b\u53ef\u4ee5\u5168\u94fe\u5bf9\u5e7f\u544a\u6548\u80fd\u8fdb\u884c\u8ffd\u8e2a, \u800c2022\u5e74\u6211\u4eec\u53ef\u80fd\u770b\u5230\u66f4\u591a\u7684\u54c1\u724c\u4e0e\u6548\u80fd\u7684\u7ed3\u5408\u3002<\/p>\n\n\n\n
\u8425\u9500\u662f\u54c1\u724c\u4e3b\u6c38\u6052\u7684\u8bfe\u9898\u3002\u968f\u7740\u793e\u4f1a\u73af\u5883\u3001\u6280\u672f\u8fdb\u6b65\u3001\u7528\u6237\u6d88\u8d39\u4e60\u60ef\u7684\u53d8\u5316\uff0c\u8425\u9500\u601d\u7ef4\u4e0e\u65b9\u6cd5\u4e5f\u8981\u968f\u65f6\u968f\u884c\u5c31\u52bf\u5730\u8fdb\u884c\u8c03\u6574\u3002\u7136\u800c\uff0c\u8d70\u5728\u65f6\u4ee3\u4e0e\u6d88\u8d39\u8005\u4e4b\u540e\u663e\u7136\u96be\u4ee5\u4e3a\u7ee7\uff0c\u56e0\u6b64\u8425\u9500\u4e0a\u7684\u521b\u65b0\u4e0e\u9884\u5224\u4e0d\u4ec5\u91cd\u8981\uff0c\u800c\u4e14\u5fc5\u8981\u3002<\/p>\n\n\n\n
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