\u4e00\u5468\u524d\u7684\u6570\u636e\u663e\u793a\uff0cWalmart.com\u57282022\u5e74Q2\u7684\u4ea7\u54c1\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\uff08ROAS\uff09\u8868\u73b0\u8d85\u8fc7\u4e86\u4e9a\u9a6c\u900a\uff0c\u540c\u6bd4\u589e\u957f82.95%\uff0c\u4e0e\u4e0a\u4e00\u5b63\u5ea6\u76f8\u6bd4\u70b9\u51fb\u7387\u4e0a\u5347\u4e8643.33%\u3002<\/p>\n
\u6839\u636e\u5206\u6790\uff0c\u6c83\u5c14\u739b\u7684\u4e1a\u7ee9\u5927\u5e45\u63d0\u5347\u5f52\u56e0\u4e8e\u5176RMN\uff08\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\uff09\u7684\u4e24\u4e2a\u5173\u952e\u66f4\u65b0\uff1a\u589e\u5f3a\u7684\u641c\u7d22\u76f8\u5173\u6027\uff0c\u548c\u8f6c\u5411\u6b21\u4ef7\u62cd\u5356\u6a21\u5f0f\uff0c\u4ece\u800c\u63d0\u9ad8\u4e86\u5e7f\u544a\u5217\u8868\u7684\u8986\u76d6\u9762\u3001\u76f8\u5173\u6027\uff0c\u4e3a\u54c1\u724c\u63d0\u4f9b\u4e86\u66f4\u591a\u63a5\u89e6\u6d88\u8d39\u8005\u7684\u673a\u4f1a\uff0c\u540c\u65f6\u964d\u4f4e\u4e86CPC\uff08\u6bcf\u6b21\u70b9\u51fb\u8d39\u7528\uff09\u3002<\/p>\n
RMN\uff08Retail Media Network\uff0c\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\uff09\uff0c\u901a\u4fd7\u6765\u8bb2\u662f\u6307\u96f6\u552e\u5546\u5728\u5176\u7f51\u7ad9\u3001\u5e94\u7528\u7a0b\u5e8f\u6216\u7f51\u7edc\u5185\u7684\u5176\u4ed6\u6570\u5b57\u5e73\u53f0\u4e0a\u8bbe\u7f6e\u5e7f\u544a\u5e73\u53f0\uff0c\u4ece\u800c\u4e3a\u5e7f\u544a\u4e3b\u63d0\u4f9b\u63a5\u89e6\u7b2c\u4e00\u65b9\u53d7\u4f17\u7684\u6e20\u9053\uff0c\u4f7f\u4ed6\u4eec\u80fd\u591f\u4e0e\u6d88\u8d39\u8005\u76f4\u63a5\u5efa\u7acb\u8054\u7cfb\u3002\u4f46\u5728\u6b64\u8fc7\u7a0b\u4e2d\uff0c\u96f6\u552e\u5546\u9700\u8981\u7684\u4e0d\u4ec5\u4ec5\u662f\u63d0\u4f9b\u5e93\u5b58\uff0c\u8fd8\u9700\u8981\u901a\u8fc7\u652f\u6301\u5168\u6e20\u9053\u8d2d\u4e70\u7b49\u65b9\u5f0f\u62e5\u6709\u66f4\u5927\u7684\u5e7f\u544a\u4f9b\u5e94\u94fe\u4efd\u989d\uff0c\u800c\u4e0d\u662f\u8fdb\u884c\u4f20\u7edf\u5916\u5305\u3002<\/p>\n
\u4e3e\u4e00\u4e2a\u5168\u56fd\u8fde\u9501\u8d85\u5e02\u7684\u4f8b\u5b50\u3002\u4ee5\u5f80\uff0c\u8be5\u8d85\u5e02\u4f5c\u4e3a\u96f6\u552e\u5546\u53ef\u80fd\u4ec5\u9650\u4e8e\u7ba1\u7406\u7ebf\u4e0b\u5e93\u5b58\u548c\u7535\u5546\u5e73\u53f0\uff0c\u4f46\u96f6\u552e\u5a92\u4f53\u3001\u5408\u4f5c\u5e7f\u544a\u548c\u7ebf\u4e0b\u9500\u552e\u7531\u4e0d\u540c\u7684\u91c7\u8d2d\u56e2\u961f\u7ba1\u7406\uff0c\u4f1a\u5448\u73b0\u51fa\u8131\u8282\u7684\u60c5\u51b5\u3002\u800c\u5728RMN\u7efc\u5408\u5e7f\u544a\u7684\u751f\u6001\u4e2d\uff0c\u96f6\u552e\u5546\u53ef\u4ee5\u5145\u5206\u5229\u7528\u81ea\u5df1\u7684\u8d44\u4ea7\u6765\u5e2e\u52a9\u5e7f\u544a\u5546\u66f4\u5927\u9650\u5ea6\u5730\u63d0\u9ad8\u5e7f\u544a\u652f\u51fa\u7684\u4ef7\u503c\u3002<\/p>\n
\u6839\u636eGartner\u4eca\u5e74\u53d1\u5e03\u7684\u6570\u5b57\u5e7f\u544a\u62a5\u544a\uff0cRMN\u6b63\u5728\u53d7\u5230\u524d\u6240\u672a\u6709\u7684\u5173\u6ce8\u3002<\/p>\n
\u201c\u7a81\u7136\u4e4b\u95f4\uff0c\u6bcf\u4e2a\u96f6\u552e\u5546\u90fd\u62e5\u6709\u4e86\u81ea\u5df1\u7684\u5a92\u4f53\u7f51\u7edc\u3002\u201d<\/p>\n
\u96f6\u552e\u5546\u5bf9RMN\u7684\u91cd\u89c6\uff0c\u6765\u81ea\u5e7f\u544a\u7684\u7f51\u7edc\u6548\u5e94\u3002\u5bf9\u4e8e\u4efb\u4f55\u6709\u5e7f\u544a\u5e93\u5b58\u8981\u51fa\u552e\u7684\u54c1\u724c\u6765\u8bf4\uff0c\u542f\u52a8\u5a92\u4f53\u7f51\u7edc\u90fd\u662f\u5438\u5f15\u5e7f\u544a\u652f\u51fa\u3001\u6536\u96c6\u7b2c\u4e00\u65b9\u6570\u636e\u548c\u63d0\u4f9b\u95ed\u73af\u7684\u6709\u529b\u9014\u5f84\u3002<\/p>\n
Gartner\u9ad8\u7ea7\u603b\u76d1\u517c\u9996\u5e2d\u5206\u6790\u5e08Mike Froggatt\u8ba4\u4e3a\uff0c\u5c3d\u7ba1RMN\u9886\u57df\u5df2\u7ecf\u6210\u4e3a\u5e7f\u544a\u8425\u9500\u884c\u4e1a\u7684\u98ce\u53e3\uff0c\u4f46\u76ee\u524d\u4ecd\u7136\u5b58\u5728\u4e25\u91cd\u7684\u95ee\u9898\u3002\u6bd4\u5982\u8fc7\u4e8e\u788e\u7247\u5316\uff0c\u5a92\u4f53\u7f51\u7edc\u4e4b\u95f4\u6ca1\u6709\u76f8\u4e92\u8fde\u63a5\uff1a\u5927\u54c1\u724c\u901a\u5e38\u5c06\u5176\u8425\u9500\u9884\u7b97\u5206\u914d\u7ed9\u54c1\u724c\u5e7f\u544a\u6216\u8005\u4fc3\u9500\uff0c\u8fd9\u53ef\u80fd\u4f1a\u5bfc\u81f4\u51fa\u73b0\u5173\u4e8e\u8c01\u5728\u5b9e\u9645\u8d2d\u4e70\u96f6\u552e\u5a92\u4f53\u7684\u5185\u90e8\u51b2\u7a81\u3002 \u9664\u6b64\u4e4b\u5916\uff0c\u8d2d\u4e70\u5b58\u5728\u76f2\u76ee\u6027\uff0c\u4e00\u4e2a\u516c\u6b63\u3001\u900f\u660e\u7684\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u73af\u5883\u4e5f\u4e00\u76f4\u88ab\u5e7f\u544a\u5546\u6240\u671f\u5f85\u3002\u4e0d\u8fc7\u6839\u636e\u9884\u6d4b\uff0cRMN\u5c06\u5f88\u5feb\u8fc8\u5411\u751f\u4ea7\u529b\u9ad8\u5cf0\u671f\u3002<\/p>\n
\u57fa\u4e8e\u6b64\uff0c36\u6c2a\u9080\u8bf7\u5230\u5168\u7403\u9886\u5148\u7684\u6570\u636e\u534f\u4f5c\u5e73\u53f0LiveRamp\u4e2d\u56fd\u533a\u603b\u7ecf\u7406\u5218\u6b23\u5065\uff0c\u5171\u540c\u63a2\u8ba8RMN\u8fd9\u4e00\u5d2d\u65b0\u9886\u57df\u7684\u53d1\u5c55\u6001\u52bf\uff0c\u548c\u5bf9\u4e8e\u96f6\u552e\u5546\u3001\u5e7f\u544a\u4e3b\u7684\u53cc\u8fb9\u4ef7\u503c\u3002<\/p>\n
36\u6c2a\uff1a\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u96f6\u552e\u5a92\u4f53\uff08Retail Media\uff09\u3001\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\uff08RMN\uff09\u8fd8\u662f\u6bd4\u8f83\u65b0\u7684\u8bcd\u6c47\uff0c\u8bf7\u8c08\u8c08\u60a8\u7684\u7406\u89e3\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u201c\u96f6\u552e\u5a92\u4f53\uff08Retail Media\uff09\u201d\u7f51\u7edc\u5728\u56fd\u5185\u8fd8\u6ca1\u6709\u7279\u522b\u7684\u53d1\u5c55\u8d77\u6765\uff0c\u4f46\u5728\u6b27\u7f8e\u5df2\u7ecf\u975e\u5e38\u6210\u719f\uff0c\u6bd4\u5982Walmart\uff08\u6c83\u5c14\u739b\uff09\u3001Carrefour\uff08\u5bb6\u4e50\u798f\uff09\u7b49\u90fd\u6709\u65d7\u4e0b\u7684\u5a92\u4f53\u7f51\u7edc\u3002\u4f46\u96f6\u552e\u5a92\u4f53\u5927\u5bb6\u5e94\u8be5\u4e0d\u964c\u751f\uff0c\u4e9a\u9a6c\u900a\u5a92\u4f53\uff08Amazon Ads\uff09\u5c31\u662f\u6700\u77e5\u540d\u7684\u96f6\u552e\u5a92\u4f53\u3002\u56fd\u5185\u6bd4\u8f83\u7c7b\u4f3c\u7684\u6709\u963f\u91cc\u5988\u5988\uff0c\u4eac\u4e1c\u8425\u9500360\u7b49\uff0c\u901a\u8fc7\u96f6\u552e\u5e73\u53f0\u7684\u6570\u636e\u6765\u9a71\u52a8\u54c1\u724c\u7684\u8425\u9500\u5e7f\u544a\u3002<\/p>\n \u7b80\u5355\u800c\u8a00\uff0c\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5c31\u662f\u4e00\u79cd\u5e7f\u544a\u8425\u9500\u57fa\u7840\u8bbe\u65bd\uff0c\u662f\u63d0\u4f9b\u89e6\u8fbe\u6d88\u8d39\u8005\u7684\u5168\u6e20\u9053\u5e7f\u544a\u6295\u653e\u5e73\u53f0\u3002\u5b83\u53ef\u80fd\u662f\u96f6\u552e\u5546\u7684\u7f51\u7ad9\u3001\u5e94\u7528\u7a0b\u5e8f\u548c\u5176\u7f51\u7edc\u5185\u7684\u5176\u4ed6\u6570\u5b57\u5e73\u53f0\uff0c\u4e5f\u53ef\u80fd\u662f\u5e97\u5185\u5e7f\u544a\u6216\u76f4\u90ae\u5e7f\u544a\u518c\u3002\u5e7f\u544a\u5f62\u5f0f\u672c\u8eab\u5e76\u6ca1\u6709\u53d8\u5316\u3002\u4f46\u5bf9\u4e8e\u54c1\u724c\u6765\u8bf4\uff0c\u96f6\u552e\u5546\u7684\u81ea\u6709\u7ecf\u8425\u6e20\u9053\u662f\u6709\u5438\u5f15\u529b\u7684\uff0c\u56e0\u4e3a\u6d88\u8d39\u8005\u5728\u8fd9\u91cc\u901a\u5e38\u66f4\u5bb9\u6613\u63a5\u6536\u5e7f\u544a\uff0c\u800c\u4e14\u66f4\u53ef\u80fd\u5728\u4ed6\u4eec\u4e3b\u52a8\u8d2d\u7269\u65f6\u8d2d\u4e70\u5e7f\u544a\u4e2d\u7684\u5546\u54c1\u3002<\/p>\n \u9700\u8981\u63d0\u9192\u7684\u4e00\u70b9\u662f\uff0c\u96f6\u552e\u5a92\u4f53\u5e73\u53f0\u4e0d\u662f\u4ec5\u4ec5\u6307CPG\u7684\u5e7f\u544a\u5e93\u5b58\u5e73\u53f0\uff0c\u4efb\u4f55\u9762\u5411\u6d88\u8d39\u8005\u8fdb\u884c\u96f6\u552e\u7684\u884c\u4e1a\u5982\u6c7d\u8f66\u3001\u5065\u5eb7\u3001\u65c5\u6e38\u7b49\u90fd\u6709\u53ef\u80fd\u62e5\u6709\u81ea\u5df1\u7684\u96f6\u552e\u5a92\u4f53\u5e73\u53f0\uff0c\u540c\u65f6\u4e0d\u540c\u54c1\u724c\u4e5f\u53ef\u4ee5\u901a\u8fc7\u4e0d\u540c\u4fa7\u91cd\u7684\u96f6\u552e\u5a92\u4f53\u5e73\u53f0\u8fdb\u884c\u5e7f\u544a\u6295\u653e\u3002<\/p>\n 36\u6c2a\uff1a\u5bf9\u96f6\u552e\u5546\u800c\u8a00\uff0c\u7ec4\u5efa\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u6838\u5fc3\u8981\u7d20\u662f\u4ec0\u4e48\uff1f\u6240\u6709\u7684\u96f6\u552e\u5546\u90fd\u53ef\u4ee5\u7ec4\u5efa\u81ea\u5df1\u7684\u5a92\u4f53\u7f51\u7edc\u5417\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u96f6\u552e\u5a92\u4f53\u4e4b\u6240\u4ee5\u8d8a\u6765\u8d8a\u591a\u53d7\u5230\u5e7f\u544a\u4e3b\u9752\u7750\uff0c\u4e00\u4e2a\u4e3b\u8981\u539f\u56e0\u662f\u96f6\u552e\u6570\u636e\u7684\u9a71\u52a8\u3002\u56e0\u4e3a\u96f6\u552e\u5546\u6240\u62e5\u6709\u7684\u662f\u548c\u6d88\u8d39\u8005\u8d2d\u4e70\u7d27\u5bc6\u76f8\u5173\u7684\u4ea4\u6613\u7c7b\u6570\u636e\uff0c\u4e0d\u540c\u4e8e\u57fa\u4e8e\u7f51\u7edc\u884c\u4e3a\u751f\u6210\u7684\u6807\u7b7e\u5c5e\u6027\uff0c\u8fd9\u7c7b\u4ea4\u6613\u6570\u636e\u4fe1\u606f\u5bf9\u4e8e\u6784\u5efa\u66f4\u597d\u7684\u6d88\u8d39\u8005\u6d1e\u5bdf\u4ee5\u53ca\u8d2d\u4e70\u503e\u5411\u6a21\u578b\u7b49\u662f\u975e\u5e38\u6709\u4ef7\u503c\u7684\u3002<\/p>\n \u6570\u636e\u662f\u4e00\u5207\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u6838\u5fc3\u3002\u6240\u4ee5\u96f6\u552e\u5546\u9700\u8981\u771f\u6b63\u4e86\u89e3\u81ea\u5df1\u62e5\u6709\u4ec0\u4e48\u6837\u7684\u6570\u636e\u3002\u81ea\u5df1\u7684\u6570\u636e\u8d28\u91cf\u6c34\u5e73\u5982\u4f55\uff1f\u662f\u4e0d\u662f\u00a0PI\uff08\u4e2a\u4eba\u539f\u59cb\u6570\u636e\uff09 \uff1f\u8fd9\u4e9b\u6570\u636e\u5df2\u83b7\u5f97\u54ea\u4e9b\u9690\u79c1\u8bb8\u53ef\u6388\u6743\uff1f\u540c\u65f6\u8003\u8651\u6570\u636e\u5728\u5e02\u573a\u4e2d\u7684\u4ef7\u503c\uff0c\u4ee5\u53ca\u5728\u7ed3\u5408\u5176\u4ed6\u7b2c\u4e00\u65b9\u6570\u636e\u96c6\u540e\u80fd\u5426\u53d8\u5f97\u66f4\u6709\u4ef7\u503c\u3002<\/p>\n \u6240\u4ee5\uff0c\u96f6\u552e\u5546\u5982\u679c\u5e0c\u671b\u7ec4\u5efa\u5176\u5a92\u4f53\u80fd\u529b\uff0c\u7528\u597d\u5176\u4ea4\u6613\u7c7b\u6570\u636e\uff0c\u9700\u8981\u4ece\u6570\u636e\u6e05\u6d17\uff0c\u5206\u7c7b\uff0c\u8131\u654f\uff0c\u6743\u9650\u8bbe\u7f6e\uff0c\u89c4\u8303\uff0c\u6fc0\u6d3b\u5e94\u7528\u7b49\u7b49\u6574\u4e2a\u94fe\u8def\u7684\u8986\u76d6\uff0c\u800c\u8fd9\u4e00\u7cfb\u5217\u5de5\u4f5c\u662f\u6301\u4e45\u7684\u5e76\u9700\u8981\u65f6\u6548\u6027\uff0c\u6240\u9700\u8981\u7684\u6280\u672f\u80fd\u529b\u5c31\u663e\u5f97\u5c24\u4e3a\u91cd\u8981\u3002<\/p>\n 36\u6c2a\uff1a\u5177\u4f53\u4f53\u73b0\u5728\u54ea\u4e9b\u65b9\u9762\u5462\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u4e3b\u8981\u5206\u4e09\u70b9\u3002<\/p>\n \u5728\u6280\u672f\u5c42\u9762\uff0c\u96f6\u552e\u5546\u9700\u8981\u8003\u8651\u9884\u671f\u5728\u54ea\u4e9b\u9886\u57df\u521b\u9020\u6536\u5165\uff0c\u4ece\u5a92\u4f53\u3001\u8fd0\u8425\u548c\u6570\u636e\u7684\u89d2\u5ea6\u8003\u8651\u9700\u8981\u54ea\u4e9b\u6280\u672f\uff0c\u662f\u5426\u80fd\u591f\u62e5\u6709\u5e76\u8fd0\u8425\u81ea\u5df1\u7684\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u6216\u8005\u9700\u8981\u6280\u672f\u5408\u4f5c\u4f19\u4f34\u624d\u80fd\u542f\u52a8\u3002\u6700\u91cd\u8981\u7684\u662f\uff0c\u4e00\u5b9a\u8981\u91cd\u65b0\u8bc4\u4f30\u5ba2\u6237\u6570\u636e\u5b89\u5168\u4e0e\u9690\u79c1\u7684\u5185\u90e8\u5de5\u4f5c\u673a\u5236\uff0c\u4ece\u800c\u8fdb\u4e00\u6b65\u4e86\u89e3\u5b89\u5168\u73af\u5883\u7684\u8bc6\u522b\u6807\u51c6\u3002\u4e00\u4e2a\u5b89\u5168\u7684\u73af\u5883\u8981\u80fd\u591f\u6258\u7ba1\u548c\u6fc0\u6d3b\u7528\u4e8e\u5a92\u4f53\u7684\u6570\u636e\uff0c\u5e76\u63d0\u4f9b\u4e00\u4e2a\u5206\u6790\u5e73\u53f0\uff0c\u6240\u6709\u8fd9\u4e9b\u90fd\u8981\u5728\u5b89\u5168\u7684\u6761\u4ef6\u4e0b\u8fdb\u884c\uff1b<\/p>\n \u5728\u4eba\u624d\u9886\u57df\uff0c\u96f6\u552e\u5546\u9700\u8981\u5f15\u5165\u4e00\u4e2a\u56e2\u961f\uff0c\u8fd9\u4e2a\u56e2\u961f\u8981\u719f\u6089\u5a92\u4f53\u8d2d\u4e70\uff0c\u5236\u5b9a\u4f01\u4e1a\u4e0e\u4ee3\u7406\u5546\u5173\u7cfb\u7684\u53d1\u5c55\u6218\u7565\uff0c\u4ece\u800c\u7559\u4f4f\u96f6\u552e\u5546\u76ee\u6807\u53d7\u4f17\u4e2d\u6709\u53ef\u80fd\u4f1a\u4f7f\u7528\u6570\u636e\u4e30\u5bcc\u5176\u5ba2\u6237\u667a\u80fd\u7684\u516c\u53f8\u548c\u5176\u4ed6\u65b9\u9762\u3002<\/p>\n \u5bfb\u627e\u6b63\u786e\u7684\u5408\u4f5c\u4f19\u4f34\u540c\u6837\u91cd\u8981\u3002\u96f6\u552e\u5546\u9700\u8981\u4e86\u89e3\u6d88\u8d39\u8005\u6570\u636e\u590d\u6742\u6027\u7684\u6280\u672f\u5408\u4f5c\u4f19\u4f34\uff0c\u5c24\u5176\u4e86\u89e3\u9690\u79c1\u6743\u548c\u9700\u8981\u7acb\u5373\u5c31\u4f4d\u7684\u6cd5\u5f8b\u63aa\u65bd\u3002\u5408\u4f5c\u4f19\u4f34\u8981\u80fd\u591f\u9002\u5e94\u548c\u53d1\u5c55\uff0c\u4ee5\u6ee1\u8db3\u96f6\u552e\u5546\u4eca\u540e\u7684\u9700\u6c42\uff0c\u5e76\u4e14\u5728\u5b89\u5168\u3001\u9690\u79c1\u3001\u6d01\u51c0\u7684\u73af\u5883\u4e0b\u6fc0\u6d3b\u6570\u636e\u3002<\/p>\n 36\u6c2a\uff1a\u73b0\u9636\u6bb5\u5efa\u7acb\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u673a\u9047\u548c\u6311\u6218\u6709\u54ea\u4e9b\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u96f6\u552e\u5a92\u4f53\u5e2d\u5377\u5168\u7403\u662f\u6709\u5145\u5206\u7406\u7531\u7684\u3002\u4eceWalmart\u3001Roundel\u5230Amazon\u3001JD.com\uff0c\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5df2\u6210\u4e3a\u521b\u6536\u673a\u5668\u3002\u636e\u798f\u5e03\u65af\u62a5\u544a\uff0c\u4e9a\u9a6c\u900a\u5e73\u53f0\u4e0a\u00a02021\u00a0\u5e74\u7684\u5e7f\u544a\u9500\u552e\u6536\u5165\u4e3a\u00a0311\u00a0\u4ebf\u7f8e\u5143\uff0c\u800c\u6c83\u5c14\u739b\u62ab\u9732\u53bb\u5e74\u552e\u51fa\u4e86\u00a021\u00a0\u4ebf\u7f8e\u5143\u5e7f\u544a\uff0c\u8fd9\u4e9b\u90fd\u8bf4\u660e\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5df2\u6210\u4e3a\u4e3b\u8981\u96f6\u552e\u5e02\u573a\u53c2\u4e0e\u8005\u7684\u91cd\u8981\u6536\u5165\u6765\u6e90\u3002\u4e0e\u6b64\u540c\u65f6\uff0c\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u4f1a\u5728\u6bcf\u4e00\u4e2a\u63a5\u89e6\u70b9\uff08\u5b9e\u4f53\u5e97\u3001\u7ebf\u4e0a\u6216\u7535\u5b50\u90ae\u4ef6\uff09\u4e0e\u5ba2\u6237\u5efa\u7acb\u8054\u7cfb\uff0c\u52a9\u529b\u63d0\u5347\u5ba2\u6237\u4f53\u68c0\uff0c\u5e2e\u52a9\u96f6\u552e\u5546\u3001\u54c1\u724c\u5728\u590d\u6742\u7684\u5e02\u573a\u73af\u5883\u593a\u5f97\u5148\u53d1\u4f18\u52bf\u3002<\/p>\n \u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u9700\u8981\u96f6\u552e\u5546\u3001\u5a92\u4f53\u548c\u54c1\u724c\u4e4b\u95f4\u52a0\u5f3a\u534f\u4f5c\uff0c\u5229\u7528\u57fa\u4e8e\u4eba\u7684\u6807\u8bc6\u7b26\uff0c\u63d0\u4f9b\u4e0e\u201c\u56f4\u5899\u82b1\u56ed\u201d\u76f8\u5ab2\u7f8e\u7684\u53d7\u4f17\u5b9a\u4f4d\u548c\u6548\u679c\u6d4b\u91cf\u80fd\u529b\u3002\u5728\u8fd9\u4e00\u8fc7\u7a0b\u4e2d\uff0c\u201c\u6570\u636e\u534f\u4f5c\u201d\u7684\u80fd\u529b\u4e0d\u8db3\u662f\u963b\u788d\u201c\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u201d\u5efa\u7acb\u7684\u4e00\u5927\u6311\u6218\u3002\u6709\u591a\u5c11\u54c1\u724c\u548c\u5927\u578b\u96f6\u552e\u5546\u613f\u610f\u5f00\u653e\u81ea\u5df1\u7684\u6570\u636e\uff0c\u76f4\u63a5\u4e0e\u5bf9\u65b9\u8fdb\u884c\u4ea4\u4e92\u4e0e\u534f\u4f5c\u5462\uff1f\u5404\u65b9\u90fd\u6709\u6781\u5927\u7a0b\u5ea6\u7684\u987e\u8651\uff1a\u5c06\u4e00\u65b9\u6700\u5b9d\u8d35\u7684\u6570\u636e\u8d44\u4ea7\u5f00\u653e\uff0c\u4f1a\u4e0d\u4f1a\u6709\u6570\u636e\u6cc4\u6f0f\u7684\u98ce\u9669\uff1f\u6570\u636e\u9690\u79c1\u548c\u5b89\u5168\u5982\u4f55\u4fdd\u969c\uff1f\u5373\u4f7f\u627f\u62c5\u4e86\u98ce\u9669\uff0c\u4e0e\u5bf9\u65b9\u6570\u636e\u4ea4\u4e92\u534f\u4f5c\u540e\u7684\u6548\u679c\u662f\u5426\u80fd\u591f\u4fdd\u8bc1\uff1f<\/p>\n 36\u6c2a\uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5728\u5404\u884c\u5404\u4e1a\u7684\u5e94\u7528\u8d8a\u6765\u8d8a\u6210\u719f\uff0c\u6839\u636e\u7ecf\u9a8c\uff0c\u5e7f\u544a\u4e3b\u7684\u9700\u6c42\u548c\u76ee\u6807\u662f\u4ec0\u4e48\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u4e0d\u662f\u72ed\u4e49\u7684\u5546\u8d85\u6216CPG\uff0c\u800c\u662f\u66f4\u5e7f\u4e49\u7684\u96f6\u552e\uff0c\u6709\u52a9\u4e8e\u4ea7\u54c1\u9500\u552e\u7684\u6e20\u9053\uff0c\u76ee\u524d\u5f88\u591a\u5782\u76f4\u884c\u4e1a\u90fd\u6709\u5e94\u7528\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u4fc3\u8fdb\u5bf9\u6d88\u8d39\u8005\u7684\u4e86\u89e3\u3001\u6539\u5584\u8425\u9500\u6548\u679c\u3001\u63d0\u5347\u9500\u552e\u589e\u957f\u7684\u6210\u529f\u6848\u4f8b\u3002<\/p>\n \u5728\u6b64\u5206\u4eab\u4e00\u4e2a\u6c7d\u8f66\u884c\u4e1a\u7684\u6848\u4f8b\u3002\u67d0\u56fd\u9645\u77e5\u540d\u6c7d\u8f66\u54c1\u724c\u5728\u8fc7\u5f80\u7684\u8425\u9500\u6d3b\u52a8\u4e2d\uff0c\u4ec5\u4f9d\u8d56\u4e8eCRM\u6570\u636e\uff0c\u7f3a\u5c11\u5173\u952e\u7684\u5e02\u573a\u4fe1\u53f7\u6765\u771f\u6b63\u7406\u89e3\u548c\u8bc6\u522b\u76ee\u6807\u5ba2\u6237\uff0c\u5f88\u96be\u505a\u5230\u5728\u6b63\u786e\u7684\u65f6\u95f4\u5730\u70b9\u7528\u6070\u5f53\u7684\u8425\u9500\u4fe1\u606f\u89e6\u8fbe\u76ee\u6807\u53d7\u4f17\u3002\u800c\u901a\u8fc7LiveRamp\uff0c\u54c1\u724c\u5c06\u81ea\u8eab\u5728\u5404\u6e20\u9053\u4e2d\u7684CRM\u6570\u636e\u6253\u901a\uff0c\u5e76\u4e0e\u5176\u91cd\u8981\u7684\u7ecf\u9500\u6e20\u9053\u7684\u5e02\u573a\u6570\u636e\u76f8\u8fde\u63a5\u4e0e\u4ea4\u4e92\uff0c\u534f\u4f5c\u4e4b\u540e\u7684\u4ea4\u53c9\u5206\u6790\u8ba9\u54c1\u724c\u83b7\u5f97\u4e86360\u5ea6\u7684\u5ba2\u6237\u89c6\u56fe\uff0c\u5e76\u4e30\u5bcc\u4e86\u5176\u4e00\u65b9\u6570\u636e\u7684\u7ef4\u5ea6\uff0c\u5728\u6b64\u540e\u7684\u7cbe\u51c6\u6295\u653e\u4e2d\u8d77\u5230\u4e86\u81f3\u5173\u91cd\u8981\u7684\u4f5c\u7528\u3002\u8fd9\u4e00\u6539\u53d8\u6700\u7ec8\u4e3a\u6c7d\u8f66\u9500\u91cf\u589e\u957f\u5e26\u6765\u4e867\u500d\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002<\/p>\n \u6211\u4eec\u7684\u6b27\u6d32\u5ba2\u6237Carrefour\u5bb6\u4e50\u798f\u4e5f\u662f\u4e00\u4e2a\u5178\u578b\u6848\u4f8b\u3002\u5b83\u4e0eLiveRamp\u5408\u4f5c\u63a8\u51fa\u4e86\u81ea\u5df1\u7684\u96f6\u552e\u5a92\u4f53\u7f51\u7edcCarrefour Links\uff0c\u4e0e\u5168\u7403CPG\u5408\u4f5c\u4f19\u4f34\u53ca\u4f9b\u5e94\u5546\u5efa\u7acb\u548c\u5171\u4eab\u6d88\u8d39\u8005\u667a\u80fd\uff0c\u4ece\u800c\u66f4\u597d\u5730\u670d\u52a1\u4ed6\u4eec\u5728\u4e16\u754c\u5404\u5730\u5171\u4eab\u7684\u6570\u767e\u4e07\u8d2d\u7269\u8005\u3002\u8fd9\u5305\u62ec\u63d0\u4f9b\u66f4\u597d\u7684\u6d88\u8d39\u8005\u6d1e\u5bdf\uff0c\u4f7f\u7528\u5e97\u5185\u7cbe\u786e\u5230SKU\u7ea7\u522b\u7684\u6570\u636e\u6765\u8bc4\u4f30\u8425\u9500\u6d3b\u52a8\u7684\u5f71\u54cd\u3002\u6700\u7ec8\u7ed3\u679c\u662f\u53cc\u8d62\u7684\uff1a\u6700\u521d\u4ec5\u9650\u4e8e\u6570\u636e\u534f\u4f5c\u5e76\u4f18\u5316\u73b0\u6709\u6d88\u8d39\u8005\u670d\u52a1\u7684\u65b9\u5f0f\uff0c\u73b0\u5728\u6210\u4e3a\u4e86\u4e00\u4e2a\u771f\u6b63\u4e86\u89e3\u6d88\u8d39\u8005\u9700\u6c42\u3001\u4fdd\u62a4\u9690\u79c1\u3001\u591a\u6e20\u9053\u5efa\u7acb\u5173\u7cfb\u7684\u5e73\u53f0\u3002<\/p>\n 36\u6c2a \uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5e2e\u52a9\u54c1\u724c\u5b9e\u73b0\u589e\u957f\u7684\u5173\u952e\u56e0\u7d20\u6709\u54ea\u4e9b\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u5229\u7528\u5408\u4f5c\u751f\u6001\u7684\u8d44\u6e90\uff0c\u5efa\u7acb\u5b89\u5168\u7684\u6570\u636e\u534f\u4f5c\u7f51\u7edc\uff0c\u6700\u5927\u5316\u5404\u65b9\u7684\u6570\u636e\u4ef7\u503c\uff0c\u4e3a\u54c1\u724c\u5e26\u6765\u201c\u4e30\u5bcc\u6d88\u8d39\u8005\u6d1e\u5bdf\u3001\u5168\u6e20\u9053\u7cbe\u51c6\u8425\u9500\u4ee5\u53ca\u8de8\u6e20\u9053\u7684\u8bc4\u4f30\u8861\u91cf\u201d\u662f\u5404\u884c\u5404\u4e1a\u901a\u8fc7\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5b9e\u73b0\u589e\u957f\u7684\u5173\u952e\u3002<\/p>\n \u4ee5\u6211\u4eec\u7684\u5ba2\u6237\u67d0\u9ad8\u7aef\u7535\u52a8\u7259\u5237\u54c1\u724c\u4e3a\u4f8b\uff0c\u8be5\u54c1\u724c\u9009\u62e9\u5728\u4eac\u4e1c\u5e73\u53f0\u5f00\u8bbe\u5b98\u65b9\u65d7\u8230\u5e97\uff0c\u5e0c\u671b\u80fd\u591f\u501f\u52a9\u4eac\u4e1c\u7684\u6d77\u91cf\u6570\u636e\u548c\u6d1e\u5bdf\u8fdb\u884c\u6709\u6548\u62c9\u65b0\u3002\u4e0eLiveRamp\u5408\u4f5c\u57fa\u4e8e\u6570\u636e\u5b89\u5168\uff0c\u5b9e\u73b0\u6253\u901a\u7535\u5546\u5e73\u53f0\u4e0a\u7684\u6570\u636e\uff0c\u4ece\u800c\u83b7\u53d6\u7edf\u4e00\u7684\u6d88\u8d39\u8005\u89c6\u56fe\u548c\u6d1e\u5bdf\u3002\u8fd9\u4e9b\u6d1e\u5bdf\u5e2e\u52a9\u54c1\u724c\u5efa\u7acb\u6709\u6548\u7684\u4eba\u7fa4\u7ec6\u5206\u7b56\u7565\u4ee5\u5b9e\u73b0\u7cbe\u51c6\u6295\u653e\uff0c\u6700\u540e\u5c06\u8f6c\u5316\u540e\u79ef\u7d2f\u7684\u4e00\u65b9\u6570\u636e\u4e0e\u4eac\u4e1c\u7684\u6570\u636e\u518d\u5ea6\u534f\u4f5c\uff0c\u7528\u4e8e\u5206\u6790\u3001\u5efa\u6a21\u7b49\uff0c\u8f85\u52a9\u7cbe\u7ec6\u5316\u7684\u6d88\u8d39\u8005\u8fd0\u8425\u3002\u5728\u6570\u636e\u6253\u901a\u7684\u8fc7\u7a0b\u4e2d\uff0c\u94fe\u777f\u5b89\u5168\u5c4b\u5e2e\u52a9\u4ed6\u4eec\u5b9e\u73b0\u4e86\u9690\u79c1\u5b89\u5168\uff0c\u591a\u91cd\u52a0\u5bc6\u3001\u4e0d\u4fdd\u5b58PI\uff08\u4e2a\u4eba\u539f\u59cb\u6570\u636e\uff09 \u3001\u4fe1\u606f\u5047\u540d\u5316\u3001\u9632\u6b62\u9006\u5411\u7834\u89e3\u7b49\u6280\u672f\u8bbe\u7f6e\u7b49\u3002<\/p>\n \u6211\u4eec\u7684\u5408\u4f5c\u5e2e\u52a9\u8be5\u54c1\u724c\u53d1\u73b0\u6d88\u8d39\u8005\u6807\u7b7e\u548c\u4e4b\u524d\u4f7f\u7528\u7684\u7c97\u9897\u7c92\u6807\u51c6\u4eba\u7fa4\u5305\u5dee\u5f02\u5f88\u5927\uff0c\u57fa\u4e8e\u6b64\u5236\u5b9a\u4e86\u65b0\u7684\u4eba\u7fa4\u7ec6\u5206\u7b56\u7565\u3002\u5728\u4e00\u65b9\u6570\u636e\u6709\u9650\u7684\u60c5\u51b5\u4e0b\uff0c\u54c1\u724c\u4f1a\u5458\u91cf\u589e\u957f51%\uff0c \u5e74\u540c\u6bd4\u8ba2\u5355\u589e\u957f55%\uff0c\u00a0ROI\u63d0\u534743%\uff0c\u00a0GMV\u589e\u957f194%\uff0c\u589e\u957f\u53ef\u89c2\u3002<\/p>\n 36\u6c2a \uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u5bf9\u5e7f\u544a\u4e3b\u7684\u4ef7\u503c\uff1f\u5e94\u8be5\u5982\u4f55\u8fdb\u884c\u91cf\u5316\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u6211\u4eec\u8ba4\u4e3a\uff0c\u96f6\u552e\u5a92\u4f53\u5bf9\u5e7f\u544a\u4e3b\u4ef7\u503c\u5177\u4f53\u8868\u73b0\u5728\u4ee5\u4e0b\u51e0\u4e2a\u5c42\u9762\uff1a<\/p>\n \u5b9e\u73b0\u5bf9\u5927\u89c4\u6a21\u8d2d\u7269\u8005\u6570\u636e\u548c\u4fe1\u606f\u7684\u8bbf\u95ee\uff0c\u4f7f\u5176\u80fd\u591f\u53d1\u8d77\u5927\u89c4\u6a21\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u6709\u80fd\u529b\u9488\u5bf9\u7279\u5b9a\u53d7\u4f17\u5b9a\u5236\u8425\u9500\u4fe1\u606f\u4f20\u9012\u3001\u521b\u610f\u4e0e\u5e7f\u544a\u7b49\uff1b<\/p>\n \u5f3a\u5316\u53d7\u4f17\u5efa\u8bbe\u548c\u7ec6\u5206\u80fd\u529b\uff0c\u4e3a\u7279\u5b9a\u76ee\u7684\u548c\u53d7\u4f17\u53d1\u8d77\u6709\u9488\u5bf9\u6027\u5730\u5e7f\u544a\u8425\u9500\u6d3b\u52a8\uff1b<\/p>\n \u83b7\u53d6\u53ef\u64cd\u4f5c\u7684\u3001\u8be6\u7ec6\u7684\u4ea4\u6613\u6570\u636e\uff0c\u4ee5\u5e73\u8861\u5e7f\u544a\u8425\u9500\u6d3b\u52a8\u89c4\u6a21\u548c\u9488\u5bf9\u6027\uff0c\u5e76\u63d0\u4f9b\u6fc0\u6d3b\u8425\u9500\u3001\u521b\u65b0\u7b49\u7684\u6df1\u5ea6\u6d1e\u5bdf\u3002<\/p>\n \u5728\u91cf\u5316\u8bc4\u4f30\u65b9\u9762\uff0c\u6211\u4eec\u4f1a\u901a\u8fc7\u5173\u952e\u6548\u679c\u6307\u6807\u6765\u8bc4\u4f30\u96f6\u552e\u5a92\u4f53\u7684\u6548\u679c\uff0c\u4f8b\u5982\u4f1a\u5458\u7684\u589e\u957f\u662f\u591a\u5c11\u3001\u5e7f\u544a\u6295\u8d44\u56de\u62a5\u7387\u589e\u957f\u4e86\u591a\u5c11\u3001\u6536\u5165\u589e\u52a0\u4e86\u591a\u5c11\u3002\u8fd9\u4e9b\u6307\u6807\u5728\u4e0a\u8ff0\u5df2\u5c55\u793a\u7684\u6848\u4f8b\u4e2d\u5747\u6709\u4f53\u73b0\u3002<\/p>\n 36\u6c2a \uff1a\u60a8\u5bf9\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u672a\u6765\u53d1\u5c55\u6709\u4f55\u9884\u5224\uff1f<\/strong><\/p>\n \u5218\u6b23\u5065 \uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u53d1\u5c55\u662f\u4e00\u4e2a\u663e\u8457\u7684\u8d8b\u52bf\u3002\u4f46\u662f\u7531\u4e8e\u5404\u4e2a\u5e02\u573a\u7684\u7279\u70b9\u548c\u8986\u76d6\uff0c\u6211\u4eec\u76f8\u4fe1\u96f6\u552e\u5546\u4e5f\u8bb8\u4f1a\u7ed3\u5408\u5176\u6570\u636e\u7684\u7279\u70b9\u5e26\u6765\u66f4\u591a\u6837\u5316\u7684\u573a\u666f\u5e94\u7528\uff0c\u4f7f\u5176\u53d8\u5f97\u66f4\u52a0\u7b80\u5355\u6613\u7528\u3002\u53ef\u4ee5\u603b\u7ed3\u51e0\u4e2a\u5173\u952e\u70b9\uff1a<\/p>\n \u7aef\u5230\u7aef\uff1a\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u80fd\u591f\u54c1\u724c\u63d0\u4f9b\u7aef\u5230\u7aef\u7684\u5e94\u7528\u573a\u666f\u89e3\u51b3\u65b9\u6848\uff0c\u5982\u67d0\u4e2aSKU\u7684\u8425\u9500\u6548\u679c\u7684\u95ed\u73af\u8bc4\u4f30\u8861\u91cf\uff1b<\/p>\n \u5e7f\u6cdb\u91c7\u7528\uff1a\u9664\u4e86CPG\uff0c\u6211\u4eec\u770b\u5230\u65e5\u76ca\u589e\u591a\u7684\u884c\u4e1a\u88ab\u96f6\u552e\u5a92\u4f53\u6240\u8d4b\u80fd,\u00a0\u4e5f\u89c1\u8bc1\u4e86\u66f4\u591a\u521b\u65b0\u7684\u8de8\u754c\u534f\u4f5c\u7684\u6210\u529f\u6848\u4f8b\u3002<\/p>\n \u6570\u636e\u5b89\u5168\uff1a\u7ec4\u5efa\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u7684\u6838\u5fc3\u662f\u6570\u636e\u9a71\u52a8\uff0c\u5f53\u6570\u636e\u7684\u4ef7\u503c\u80fd\u591f\u53d1\u6325\u6700\u5927\u6548\u7528\u65f6\uff0c\u96f6\u552e\u5546\u548c\u54c1\u724c\u90fd\u53ef\u4ee5\u83b7\u5f97\u6700\u5927\u7684\u6536\u76ca\u3002\u800c\u6570\u636e\u5b89\u5168\u662f\u5b9e\u73b0\u53cc\u65b9\u6570\u636e\u534f\u4f5c\u7684\u57fa\u77f3\uff0c\u5728\u5b89\u5168\u3001\u53ef\u63a7\u7684\u73af\u5883\u91cc\u5b9e\u73b0\u6570\u636e\u534f\u4f5c\u7684\u5404\u79cd\u5e94\u7528\u573a\u666f\u662f\u672a\u6765\u96f6\u552e\u5546\u548c\u54c1\u724c\u9996\u8981\u8003\u91cf\u3002<\/p>\n \u672c\u6587\u7531\u300c\u5218\u96e8\u6d01\u300d\u539f\u521b\u51fa\u54c1<\/p>\n","protected":false},"excerpt":{"rendered":" \u201c\u7a81\u7136\u4e4b\u95f4\uff0c\u6bcf\u4e2a\u96f6\u552e\u5546\u90fd\u62e5\u6709\u4e86\u81ea\u5df1\u7684\u5a92\u4f53\u7f51\u7edc\u3002\u201d<\/p>\n","protected":false},"author":1853,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2036],"tags":[],"special":[],"class_list":["post-82662","post","type-post","status-publish","format-standard","hentry","category-quan","entry"],"views":29823,"_links":{"self":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/82662"}],"collection":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/users\/1853"}],"replies":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/comments?post=82662"}],"version-history":[{"count":0,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/82662\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/media?parent=82662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/categories?post=82662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/tags?post=82662"},{"taxonomy":"special","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/special?post=82662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}