{"id":34607,"date":"2022-05-27T12:10:00","date_gmt":"2022-05-27T04:10:00","guid":{"rendered":"https:\/\/www.awoo.ai\/?p=34607"},"modified":"2023-12-28T16:41:27","modified_gmt":"2023-12-28T08:41:27","slug":"martech-asia-2022-first-party-data-cookieless","status":"publish","type":"post","link":"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-first-party-data-cookieless\/","title":{"rendered":"\u8fce\u63a5\u7b2c\u4e00\u65b9\u6578\u64da\u6642\u4ee3\uff0c\u7528\u300c\u5546\u54c1\u6a19\u7c64 x \u6703\u54e1\u8cc7\u6599\u300d\u544a\u5225 Cookieless &#8211; MarTech Asia 2022 \u5c08\u984c\u5831\u5c0e"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">MarTech \u89e3\u6c7a\u65b9\u6848\u8fd1\u5e74\u5927\u91cf\u5d1b\u8d77\uff0c\u4f01\u696d\u8207\u54c1\u724c\u4e5f\u7121\u4e0d\u671f\u76fc\u6295\u5165\u76f8\u95dc\u61c9\u7528\uff0c\u7279\u5225\u662f\u5168\u7403\u5e02\u5834\u5927\u5439\u6578\u4f4d\u8f49\u578b\u4e4b\u98a8\uff0c\u9019\u4e5f\u5305\u542b\u4e86\u884c\u92b7\u4e0a\u7684\u6578\u4f4d\u8f49\u578b\uff0c\u800c\u5404\u5f0f\u5404\u6a23\u7684\u884c\u92b7\u79d1\u6280\u670d\u52d9\uff0c\u7a76\u7adf\u8a72\u600e\u6a23\u9078\u64c7\uff0c\u80fd\u89e3\u6c7a\u600e\u6a23\u7684\u554f\u984c\u3001\u5e36\u4f86\u591a\u5c11\u6548\u76ca\uff1f<\/span><\/p>\n<p><span style=\"font-weight: 400;\">awoo \u5c0d\u6b64\u5efa\u8b70\uff0c\u4f01\u696d\u5728\u8a55\u4f30\u5c0e\u5165\u6642\uff0c\u6709\u4e00\u500b\u5f88\u91cd\u8981\u7684\u89c0\u5ff5\uff0c\u5c31\u662f\u300c\u968e\u6bb5\u6027\u4efb\u52d9\u300d\uff0c\u8981\u5f04\u6e05\u695a\u76ee\u7684\uff0c\u5207\u5fcc\u4e00\u6b65\u767b\u5929\uff0c\u638c\u63e1\u73fe\u5728\u5230\u672a\u4f86\u7684\u6578\u4f4d\u74b0\u5883\u8da8\u52e2\uff0c\u5982\u8fd1\u5e74\u96b1\u79c1\u6b0a\u653f\u7b56\u5e36\u4f86\u7684 Cookieless \u5f71\u97ff\uff0c\u70ba\u6b64\u63d0\u524d\u5e03\u5c40\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">91APP \u4e5f\u770b\u6cd5\u4e00\u81f4\u7684\u5efa\u8b70\uff0c\u4f01\u696d\u61c9\u8a72\u6295\u5165 DTC\uff08Direct To Consumer\uff09\uff0c\u9019\u5c07\u6703\u662f\u672a\u4f86\u4f01\u696d\u9762\u5c0d\u856d\u8005\u7684\u4e3b\u6d41\u6a21\u5f0f\uff0c\u5fc5\u9808\u81ea\u71df\u5a92\u9ad4\u3001\u81ea\u71df\u901a\u8def\u3001\u81ea\u71df\u6703\u54e1\uff0c\u4f86\u9762\u5c0d\u5982\u7b2c\u4e09\u65b9\u6578\u64da\u505c\u7528\u7684\u6578\u4f4d\u74b0\u5883\u8b8a\u9077\u3002<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" 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>\u79d1\u6280\u7e2e\u77ed\u4e86\u300c\u5546\u54c1\u4ea4\u7d66\u5ba2\u6236\u300d\u7684\u96f6\u552e\u6d41\u7a0b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-first-party-data-cookieless\/#%E6%95%B8%E6%93%9A%E6%8C%96%E6%8E%98%E4%BA%86%E3%80%8C%E5%AE%A2%E6%88%B6%E8%B3%BC%E8%B2%B7%E5%95%86%E5%93%81%E3%80%8D%E7%9A%84%E5%83%B9%E5%80%BC%E9%81%8E%E7%A8%8B\" >\u6578\u64da\u6316\u6398\u4e86\u300c\u5ba2\u6236\u8cfc\u8cb7\u5546\u54c1\u300d\u7684\u50f9\u503c\u904e\u7a0b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-first-party-data-cookieless\/#%E6%BC%94%E9%80%B2%E9%80%A0%E5%B0%B1%E4%BA%86%E3%80%8C%E4%BC%81%E6%A5%AD%E7%9B%B4%E5%B0%8D%E5%AE%A2%E6%88%B6%E3%80%8D%E7%9A%84%E9%A1%A7%E5%AE%A2%E6%97%85%E7%A8%8B\" >\u6f14\u9032\u9020\u5c31\u4e86\u300c\u4f01\u696d\u76f4\u5c0d\u5ba2\u6236\u300d\u7684\u9867\u5ba2\u65c5\u7a0b<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-first-party-data-cookieless\/#%E6%8E%8C%E6%8F%A1%E8%88%87%E4%BD%BF%E7%94%A8%E8%80%85%E4%BA%92%E5%8B%95%E7%9A%84%E6%8E%A5%E8%A7%B8%E9%BB%9E%EF%BC%8C%E5%B0%B1%E6%98%AF%E6%96%B0%E9%9B%BB%E5%95%86%E7%9A%84%E8%B5%B7%E9%BB%9E\" >\u638c\u63e1\u8207\u4f7f\u7528\u8005\u4e92\u52d5\u7684\u63a5\u89f8\u9ede\uff0c\u5c31\u662f\u65b0\u96fb\u5546\u7684\u8d77\u9ede<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"awoo%EF%BC%9A%E5%88%A9%E7%94%A8%E3%80%8C%E5%95%86%E5%93%81%E6%A8%99%E7%B1%A4%E3%80%8D%E6%89%93%E9%80%A0%E8%B3%BC%E7%89%A9%E6%96%B0%E9%AB%94%E9%A9%97\"><\/span><b>awoo\uff1a\u5229\u7528\u300c\u5546\u54c1\u6a19\u7c64\u300d\u6253\u9020\u8cfc\u7269\u65b0\u9ad4\u9a57<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">awoo \u4ee5<\/span><b>\u3010\u7b2c\u4e00\u65b9\u6578\u64da\u61c9\u7528\uff0c\u6253\u9020\u7121\u7e2b\u65b0\u8cfc\u7269\u9ad4\u9a57\u3011<\/b><span style=\"font-weight: 400;\">\u70ba\u984c\u9032\u884c\u5c08\u5834\u6f14\u8b1b\uff0c\u4e26\u63d0\u9192\u300c\u7576\u524d\u662f\u597d\u6642\u6a5f\uff0c\u8b93\u4f01\u696d\u5011\u6aa2\u8996\u81ea\u5df1\u7684\u5c0e\u6d41\u3001\u5c0e\u8cfc\u3001\u6703\u54e1\u7d93\u71df\u662f\u5426\u9ad4\u8cea\u5065\u5168\u300d\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u9019\u4e00\u5169\u5e74\u5404\u754c\u90fd\u660e\u986f\u611f\u53d7\u6578\u4f4d\u884c\u92b7\u7684\u6210\u6548\u8870\u9000\uff0c\u5927\u53d7\u7b2c\u4e09\u65b9\u6578\u64da\u4e4b\u5f71\u97ff\uff0c\u9019\u4e5f\u610f\u5473\u8457\u5f9e2014\u5e74\u56e0\u70ba\u793e\u7fa4\u8207\u884c\u52d5\u7db2\u8def\u666e\u53ca\u7684\u300c\u6d41\u91cf\u7d05\u5229\u300d\u5df2\u4e0d\u5fa9\u5b58\u5728\uff0c\u4f46\u884c\u92b7\u4eba\u54e1\u70ba\u300c\u6d41\u91cf\u3001\u8f49\u63db\u3001\u6578\u64da\u7d2f\u7a4d\u300d\u7b49\u71df\u696d\u76ee\u7684\uff0c\u7e7c\u7e8c\u5ee3\u544a\u6295\u653e\uff0c\u50c5\u7ba1\u6210\u672c\u8207\u65e5\u4ff1\u589e\u3002\u7136\u800c\uff0c\u662f\u5426\u6709\u4e0d\u7528\u501a\u9760\u4ed8\u8cbb\u6d41\u91cf\u4f86\u633d\u6551\u696d\u7e3e\uff1f<\/span><\/p>\n<p><span style=\"font-weight: 400;\">awoo \u5efa\u8b70\uff0c\u5c71\u4e0d\u8f49\u8def\u8f49\uff0c\u65e2\u7136\u96b1\u79c1\u6b0a\u653f\u7b56\u8b93\u5f9e\u300c\u4eba\u300d\u800c\u4f86\u7684\u8cc7\u6599\u96e3\u4ee5\u53d6\u5f97\uff0c\u4f55\u4e0d\u6539\u8b8a\u601d\u7dad\uff0c\u5f9e\u300c\u7269\u300d\u7684\u89d2\u5ea6\u4f86\u7406\u89e3\u6d88\u8cbb\u8005\u7684\u300c\u610f\u5716\u300d\uff0c\u518d\u5f9e\u4e2d\u627e\u5230\u5546\u6a5f\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u597d\u6bd4 PDP\uff08Product Data Platform\uff09\u5546\u54c1\u6578\u64da\u5e73\u53f0\uff0c\u5c31\u662f\u4ee5\u300c\u7269\u300d\u70ba\u6838\u5fc3\u7684\u884c\u92b7\u79d1\u6280\u670d\u52d9\uff0c\u80fd\u63cf\u7e6a\u5546\u54c1\u7684\u7279\u5fb5\u8207\u5c6c\u6027\uff0c\u5982\uff1a\u6750\u8cea\u3001\u984f\u8272\u3001\u98a8\u683c\u3001\u60c5\u5883\u3001\u8a5e\u5f59\u7b49\uff0c\u4e26\u4e14\u5206\u6790\u51fa\u67d0\u5546\u54c1\u70ba\u6d88\u8cbb\u8005\u6240\u8cfc\u8cb7\u6216\u641c\u5c0b\u6642\u7684\u539f\u56e0\uff0c\u628a\u9019\u4e9b\u7d50\u679c\u81ea\u52d5\u5316\u7522\u751f\u6a19\u7c64\uff0c\u9644\u52a0\u5728\u5546\u54c1\u4e0a\uff08\u5b98\u7db2\u3001\u5546\u54c1\u9801\u3001\u5206\u985e\u9801\uff09\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u642d\u914d CDP\uff08Customer Data Platform\uff09\u5ba2\u6236\u6578\u64da\u5e73\u53f0\uff0c\u5c31\u662f\u4ee5\u300c\u4eba\u300d\u70ba\u6838\u5fc3\u4e14\u4f86\u81ea\u7b2c\u4e00\u65b9\u7684\u884c\u70ba\u6578\u64da\uff0c\u8207\u4e0a\u8ff0 PDP \u5546\u54c1\u7684\u7279\u5fb5\u6a19\u7c64\u505a\u9023\u7d50\uff0c\u5206\u6790\u51fa\u54ea\u4e9b\u4f7f\u7528\u8005\u6b63\u5728\u627e\u54ea\u6a23\u7684\u5546\u54c1\uff0c\u5e36\u8457\u600e\u6a23\u7684\u610f\u5716\uff0c\u7136\u5f8c\u5728\u300c\u9867\u5ba2\u6b77\u7a0b\u300d\u4e2d\u7f6e\u5165\u5ee3\u544a\u3001\u95dc\u9375\u5b57\u3001\u5206\u985e\u6a19\u7c64\u3001\u5546\u54c1\u63a8\u85a6\uff0c\u5f15\u5c0e\u5ba2\u6236\u8cfc\u8cb7\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u300c\u53ea\u653e\u898f\u683c\u5c6c\u6027\uff0c\u4e0d\u8db3\u4ee5\u5438\u5f15\u6d88\u8cbb\u8005\u4e0b\u6c7a\u5b9a\u8cfc\u8cb7\uff0c\u552f\u6709\u5c07\u300e\u610f\u5716\u300f\u7d50\u5408\u300e\u884c\u70ba\u300f\uff0c\u624d\u80fd\u77e5\u9053\u6d88\u8cbb\u8005\u5728\u641c\u5c0b\u3001\u700f\u89bd\u3001\u8cfc\u8cb7\u6642\u7684\u52d5\u6a5f\uff0c\u627e\u51fa\u5546\u6a5f\u300dawoo \u4e5f\u9032\u4e00\u6b65\u5efa\u8b70\uff0c\u4f01\u696d\u53ef\u4ee5\u5584\u7528 PDP\u300c\u5546\u54c1\u6a19\u7c64\u300d\u70ba\u81ea\u5df1\u7684\u96fb\u5546\u5e73\u53f0\u5be6\u65bd\u4ee5\u4e0b3\u7a2e\u57fa\u790e\u61c9\u7528\u30013\u7a2e\u5168\u65b0\u61c9\u7528\u3002<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%95%86%E5%93%81%E6%A8%99%E7%B1%A4%E7%9A%84%E5%9F%BA%E7%A4%8E%E6%87%89%E7%94%A8\"><\/span><b>\u5546\u54c1\u6a19\u7c64\u7684\u57fa\u790e\u61c9\u7528<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-level=\"2\">\n<h4><b>\u5206\u985e\u8207\u641c\u5c0b\u7684\u904e\u6ffe\u5668<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u5be6\u969b\u4e0a\u300c\u6a19\u7c64\u300d\u4e0d\u662f\u73fe\u5728\u624d\u6709\u7684\u4e8b\uff0c\u65e9\u5728\u4e94\u516d\u5e74\u524d\uff0c\u53f0\u7063\u5c31\u8208\u8d77\u4e00\u7247\u6a19\u7c64\u7684\u71b1\u6f6e\uff0c\u4f8b\u5982\u77e5\u540d\u5927\u578b\u5e97\u5546\u5e73\u53f0\u5c31\u5728\u5e73\u53f0\u4e0a\u63a8\u51fa\u8a31\u591a\u6a19\u7c64\u5de5\u5177\uff0c\u5229\u7528\u6a19\u7c64\u4f86\u7576\u5206\u985e\u8207\u641c\u5c0b\u6642\u7684\u904e\u6ffe\u5668\u3002\u800c\u82e5\u900f\u904e PDP \u7cfb\u7d71\u7522\u751f\u51fa\u4f86\u7684\u6a19\u7c64\uff0c\u5247\u66f4\u80fd\u5728\u5206\u985e\u8207\u641c\u5c0b\u6642\u5e36\u4f86\u6e96\u78ba\u7684\u6548\u679c\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"2\">\n<h4><b>\u500b\u4eba\u5316 e-mail \u5bc4\u767c<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u8a31\u591a\u4eba\u8a8d\u70ba email 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400;\">\u5927\u90e8\u5206\u60c5\u6cc1\u4e0b\uff0c\u6d88\u8cbb\u8005\u5728\u96fb\u5546\u5e73\u53f0\u4e0a\u5148\u770b\u5230\u7684\u5546\u54c1\uff0c\u4e0d\u4e00\u5b9a\u662f\u6700\u5f8c\u771f\u6b63\u8cfc\u8cb7\u7684\u5546\u54c1\uff0c\u9664\u975e\u6709\u5f88\u660e\u78ba\u7684\u8cfc\u8cb7\u54c1\u724c\u3001\u898f\u683c\u3001\u6b3e\u5f0f\u3001\u529f\u80fd\uff0c\u6240\u4ee5\u5fc5\u9808\u5728\u904e\u7a0b\u4e2d\u4f86\u5f15\u5c0e\u6d88\u8cbb\u8005\uff0c\u6316\u6398\u5176\u6f5b\u5728\u7684\u8cfc\u8cb7\u610f\u5716\uff0c\u4f86\u63d0\u5347\u8f49\u63db\u7387\u3002<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"%E5%95%86%E5%93%81%E6%A8%99%E7%B1%A4%E7%9A%84%E5%85%A8%E6%96%B0%E6%87%89%E7%94%A8\"><\/span><b>\u5546\u54c1\u6a19\u7c64\u7684\u5168\u65b0\u61c9\u7528<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<h4><b>\u7ad9\u5167\u641c\u5c0b<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">awoo 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style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">\u540c\u97f3\u5b57\uff1a\u641c\u5c0b\u300a\u7c43\u7403\u300b\u9375\u5165\u300c\u862d\u7403\u300d\uff0c\u80fd\u7406\u89e3\u610f\u5716\u662f\u6307\u7403\u985e\u904b\u52d5\u7684\u300c\u7c43\u7403\u300d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">\u81ea\u5b9a\u7fa9\u95dc\u9023\uff1a\u641c\u5c0b\u300a\u7d05\u725b\u300b\u6642\uff0c\u80fd\u5340\u5206\u300c\u7d05\u725b\u80fd\u91cf\u98f2\u6599\u300d\u9084\u662f\u300c\u7d05\u725b\u5976\u7c89\u300d<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u4e8b\u5be6\u4e0a\uff0c\u7ad9\u5167\u641c\u5c0b\u8981\u505a\u5f97\u597d\uff0c\u5fc5\u9808\u8981\u542b\u84cb\u300c\u5168\u6587\u6aa2\u7d22\u3001\u540c\u97f3\u5b57\u8a5e\u3001\u540c\u610f\u5b57\u8a5e\u3001\u610f\u5716\u9810\u6e2c\u3001\u81ea\u5b9a\u7fa9\u95dc\u9023\u3001\u81ea\u5b9a\u7fa9\u6392\u5e8f\u3001\u5c08\u5bb6\u77e5\u8b58\u300d\u7b49\u4e03\u5927\u9818\u57df\u7684\u529f\u80fd\u3002<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h4><b>\u7ad9\u5167\u63a8\u85a6<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u67d0\u4f7f\u7528\u8005\u66fe\u641c\u5c0b\u300c\u904b\u52d5\/\u4f11\u9592\/\u5e06\u5e03\u978b\u300d\u3001\u53c8\u641c\u4e86\u300c\u97d3\u5718\u6d41\u884c\u539a\u5e95\u7403\u978b\u300d\u3001\u9084\u770b\u4e86\u300c\u5167\u589e\u9ad8\u97d3\u7248\u9b54\u9b3c\u6c08\u539a\u5e95\u904b\u52d5\u978b\u300d\uff0c\u50b3\u7d71\u5546\u54c1\u63a8\u85a6\u6703\u63a8\u64ad\u8207\u8a72\u4e09\u500b\u5546\u54c1\u540c\u985e\u5225\u7684\u7522\u54c1\u5ee3\u544a\u3002\u800c\u300c\u5546\u54c1\u7406\u89e3\u300d\u5247\u662f\u6703\u4f9d\u7167\u5546\u54c1\u7279\u5fb5\uff0c\u7528\u300c\u539a\u5e95\u978b\u3001\u904b\u52d5\u978b\u3001\u7403\u978b\u3001\u7c21\u7d04\u3001\u7d81\u5e36\u3001\u62fc\u8272\u3001\u5167\u589e\u9ad8\u3001\u97d3\u7248\u3001\u4f11\u9592\u3001\u7d68\u5e03\u3001\u9b54\u9b3c\u6c08\u3001\u67d4\u8edf\u300d\u7b49\u8a5e\u5f59\u63a8\u6e2c\u5ba2\u6236\u7684\u610f\u5716\u3002<\/span><\/li>\n<li>\n<h4><b>\u5206\u985e\u6700\u5927\u5316<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u4ee5\u300c\u6d0b\u88dd\u300d\u70ba\u4f8b\uff0c\u4e00\u822c\u5e73\u53f0\u53ea\u5206\u6210\u300c\u77ed\u6d0b\u88dd\u300d\u8207\u300c\u9577\u6d0b\u88dd\u300d\uff0c\u4f46\u900f\u904e PDP \u6a19\u7c64\u5247\u80fd\u5206\u621020\u500b\u6a19\u7c64\uff08\u5982\u4e0b\u8868\uff09\uff0c\u800c\u5206\u985e\u6a19\u7c64\u5206\u5f97\u8d8a\u7d30\uff0c\u8d8a\u80fd\u6316\u6398\u5230\u4f7f\u7528\u8005\u80cc\u5f8c\u771f\u6b63\u7684\u610f\u5716\u3002<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-35257 size-large\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-01-min-1000x388.png\" alt=\"\u5206\u985e\u6700\u5927\u5316 - \u4ee5\u6d0b\u88dd\u70ba\u4f8b\" width=\"1000\" height=\"388\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-01-min-1000x388.png 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-01-min-600x233.png 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-01-min-768x298.png 768w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-01-min.png 1370w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<ul>\n<li>\n<h4><b>\u6d41\u91cf\u589e\u9577<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u81ea\u7136\u6d41\u91cf\u7684\u4e94\u500b\u6b65\u9a5f\u662f\u300cindex\u3001Ranking\u3001Impression\u3001Click\u3001Bounce\u300d\uff0c\u9996\u5148\u8981\u8b93 Google 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\u5728\u5c08\u5834\u6f14\u8b1b\u3010<\/span><b>\u96f6\u552e D2C \u5546\u52d9\u6642\u4ee3\uff0c\u5f9e\u5546\u54c1\u4ea4\u6613\u5230\u6703\u54e1\u6578\u64da\u7684\u95dc\u9375\u7b56\u7565\u3011<\/b><span style=\"font-weight: 400;\">\u63d0\u5230\uff0cCookieless \u6642\u4ee3\u4f01\u696d\u9700\u8981\u6db5\u84cb\u6240\u6709\u8207\u6d88\u8cbb\u8005\u63a5\u89f8\u7684\u5a92\u9ad4\uff0f\u901a\u8def\uff0c\u4e26\u4e14\u900f\u904e CRM \u5c07\u5176\u4e2d\u7684\u6578\u64da\u4e32\u63a5\uff0c\u4f86\u5be6\u65bd D2C\uff08Direct to Consumer\uff09\u7684\u96f6\u552e\u6a21\u5f0f<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u4e8b\u5be6\u4e0a\uff0cD2C \u9084\u539f\u4e86\u96f6\u552e\u696d\u7684\u539f\u59cb\u6a23\u8c8c\uff08\u751f\u7522\u8005\u76f4\u63a5\u628a\u6771\u897f\u7d66\u6d88\u8cbb\u8005\uff09\uff0c\u800c CRM \u7684\u539f\u59cb\u98a8\u8c8c\u5247\u662f\u7406\u89e3\u5ba2\u6236\u9700\u6c42\u3001\u8ffd\u8e64\u6d88\u8cbb\u884c\u70ba\u3001\u8a08\u7b97\u8cfc\u8cb7\u983b\u7387\uff0c\u5982\u540c\u53f0\u5851\u96c6\u5718\u5275\u8fa6\u4eba\u738b\u6c38\u6176\u7684\u300c\u8ce3\u7c73\u6545\u4e8b\u300d\uff0c\u4e86\u89e3\u9867\u5ba2\u5bb6\u4e2d\u4eba\u6578\u3001\u63a1\u8cfc\u9593\u9694\u5929\u6578\u3001\u7c73\u7684\u6d88\u8017\u91cf\uff0c\u5728\u5ba2\u6236\u820a\u7c73\u5c1a\u672a\u7528\u7f44\u6642\u5c31\u4e3b\u52d5\u628a\u65b0\u7c73\u9001\u5230\u5e9c\u4e0a\uff0c\u90a3\u500b\u5e74\u4ee3\u6c92\u6709\u96fb\u8166\uff0c\u9019\u4e9b\u7d00\u9304\u53ea\u80fd\u8a18\u9304\u65bc\u7b46\u8a18\u672c\uff0c\u537b\u662f\u6700\u65e9\u7684 CRM\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">91APP \u9032\u4e00\u6b65\u8aaa\u660e\uff0c\u96f6\u552e\u767c\u5c55\u81f3\u4eca\u671d\u5411 DTC \u6f14\u9032\uff0c\u4f86\u81ea\u4e09\u500b\u539f\u56e0\uff1a<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"%E7%A7%91%E6%8A%80%E7%B8%AE%E7%9F%AD%E4%BA%86%E3%80%8C%E5%95%86%E5%93%81%E4%BA%A4%E7%B5%A6%E5%AE%A2%E6%88%B6%E3%80%8D%E7%9A%84%E9%9B%B6%E5%94%AE%E6%B5%81%E7%A8%8B\"><\/span><b>\u79d1\u6280\u7e2e\u77ed\u4e86\u300c\u5546\u54c1\u4ea4\u7d66\u5ba2\u6236\u300d\u7684\u96f6\u552e\u6d41\u7a0b<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u518d\u628a\u6642\u5149\u4f86\u5230\u5de5\u696d\u9769\u547d\uff0c\u96f6\u552e\u696d\u96a8\u8457\u5de5\u696d\u6642\u4ee3\uff0c\u958b\u59cb\u9032\u5165\u5927\u91cf\u751f\u7522\u3001\u4ee3\u5de5\u3001\u4f9b\u61c9\u93c8\u9ad4\u7cfb\uff0c\u56e0\u6b64\u96f6\u552e\u4e0d\u518d\u76f4\u63a5\u9762\u5c0d\u6d88\u8cbb\u8005\uff0c\u52a0\u4e0a\u884c\u92b7\u89c0\u5ff5\u7684\u4ecb\u5165\uff0c\u6f14\u8b8a\u6210\u300c\u54c1\u724c\u3001\u88fd\u9020\u3001\u4ee3\u7406\u3001\u7d93\u92b7\u3001\u901a\u8def\u3001\u6d88\u8cbb\u8005\u300d\u516d\u500b\u968e\u6bb5\uff0c\u96a8\u8457\u7db2\u969b\u7db2\u8def\u3001\u884c\u52d5\u88dd\u7f6e\uff0f\u4e0a\u7db2\u3001\u793e\u7fa4\u5a92\u9ad4\u7b49\u79d1\u6280\u5230\u4f4d\uff0c\u53c8\u6253\u958b\u4e86\u591a\u901a\u8def\u7684\u6642\u4ee3\uff0c\u9019\u6642\u7684\u96f6\u552e\u696d\u5f9e\u7522\u503c\u5206\u5e03\u4f86\u770b\uff0c\u53ef\u4ee5\u5206\u70ba\u4ee5\u4e0b\u751f\u614b\uff1a<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-35259 size-large\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-02-min-1000x321.png\" alt=\"\u591a\u901a\u8def\u6642\u4ee3\u96f6\u552e\u696d\u751f\u614b\" width=\"1000\" height=\"321\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-02-min-1000x321.png 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-02-min-600x192.png 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-02-min-768x246.png 768w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/%E5%9C%96_awoo-x-91App-02-min.png 1335w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u5728\u901a\u8def\u4e0a\uff0c\u628a\u92b7\u552e\u8207\u6703\u54e1\u7d93\u71df\u4ea4\u7d66\u5176\u4ed6\u4eba\uff1b\u5728\u54c1\u724c\u4e0a\uff0c\u4f01\u696d\u81ea\u5df1\u4f86\u505a\u5f62\u8c61\u8207\u6e9d\u901a\u3002<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u7136\u800c\uff0c\u5728\u65b0\u96f6\u552e\u7684\u6642\u4ee3\uff0c\u901a\u8def\u3001\u54c1\u724c\u90fd\u9700\u8981\u9010\u6f38\u4e00\u624b\u5305\u8fa6\uff0c\u8b93\u6d88\u8cbb\u8005\u7121\u8ad6\u5728\u7dda\u4e0a\u6216\u7dda\u4e0b\u7684\u8cfc\u8cb7\u8207\u9ad4\u9a57\u884c\u70ba\uff0c\u90fd\u80fd\u88ab\u8a18\u9304\u4e0b\u4f86\u3002<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"%E6%95%B8%E6%93%9A%E6%8C%96%E6%8E%98%E4%BA%86%E3%80%8C%E5%AE%A2%E6%88%B6%E8%B3%BC%E8%B2%B7%E5%95%86%E5%93%81%E3%80%8D%E7%9A%84%E5%83%B9%E5%80%BC%E9%81%8E%E7%A8%8B\"><\/span><b>\u6578\u64da\u6316\u6398\u4e86\u300c\u5ba2\u6236\u8cfc\u8cb7\u5546\u54c1\u300d\u7684\u50f9\u503c\u904e\u7a0b<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u8a31\u591a\u4f01\u696d\u53ea\u770b\u898b\u6703\u54e1\u6578\u7684\u6210\u9577\uff0c\u537b\u770b\u4e0d\u898b\u9019\u4e9b\u6703\u54e1\u6709\u6c92\u6709\u8ca2\u737b\uff0c\u900f\u904e CRM \u6216 CPD \u53ef\u4ee5\u77e5\u9053\u6703\u54e1\u7684\u6a23\u8c8c\u8207\u8cfc\u8cb7\u884c\u70ba\uff0c\u624d\u6703\u767c\u73fe\uff0c\u5f88\u591a\u6642\u5019\u6703\u54e1\u6578\u6210\u9577\uff0c\u4f46\u6703\u54e1\u4e2d\u5be6\u969b\u6709\u8cfc\u8cb7\u884c\u70ba\u7684\u4eba\u6578\u537b\u4e0b\u964d\u3002<\/span><\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">91APP \u5efa\u8b70\uff0c\u4f01\u696d\u9700\u8981\u628a\u6703\u54e1\u5206\u7d1a\uff0c\u5c0d\u65bc\u5df2\u662f\u6703\u54e1\u4e14\u6709\u8cfc\u8cb7\u884c\u70ba\u8005\uff0c\u53ef\u4ee5\u5229\u7528 RFM\uff08Recency \u8fd1\u4e00\u6b21\u7684\u6d88\u8cbb\u3001Frequency \u6d88\u8cbb\u983b\u7387\u3001Monetary \u6d88\u8cbb\u984d\u5ea6\uff09\u4f86\u5340\u5206\uff0c\u6216\u662f\u9032\u4e00\u6b65\u904b\u7528 NAPL \uff08New\u3001Active\u3001Potential\u3001Lost\uff09&amp; RS\uff08Ready to buy\u3001Sealed\uff09\u505a\u66f4\u7d30\u7dfb\u7684\u5206\u773e\uff0c\u4e26\u505a\u5c0d\u61c9\u7684\u884c\u92b7\u3002\u6b64\u5916\uff0c\u66f4\u80fd\u5f9e\u4e2d\u5f97\u77e5\u662f\u5426\u598280\uff0f20\u6cd5\u5247\u4e00\u6a23\uff082\u6210\u7684\u5ba2\u6236\u8ca2\u737b\u4e868\u6210\u7684\u696d\u7e3e\uff09\uff0c\u5c31\u80fd\u77e5\u9053\u8a72\u628a\u529b\u9053\u82b1\u5728\u54ea\u4e9b\u5ba2\u6236\u4e0a\u3002<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"%E6%BC%94%E9%80%B2%E9%80%A0%E5%B0%B1%E4%BA%86%E3%80%8C%E4%BC%81%E6%A5%AD%E7%9B%B4%E5%B0%8D%E5%AE%A2%E6%88%B6%E3%80%8D%E7%9A%84%E9%A1%A7%E5%AE%A2%E6%97%85%E7%A8%8B\"><\/span><b>\u6f14\u9032\u9020\u5c31\u4e86\u300c\u4f01\u696d\u76f4\u5c0d\u5ba2\u6236\u300d\u7684\u9867\u5ba2\u65c5\u7a0b<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u96f6\u552e\u5c31\u662f\u6c92\u6709\u4eba\u6d41\u5c31\u6c92\u6709\u696d\u7e3e\uff0c\u4e5f\u6c92\u4eba\u770b\u5230\u5ee3\u544a\u5c31\u6703\u7acb\u523b\u4e0b\u55ae\uff0c\u7d55\u5927\u90e8\u4efd\u7684\u8cfc\u8cb7\u904e\u7a0b\u5982\u4e0b\uff1a1. \u770b\u5230\u5ee3\u544a\u5f8c\uff0c\u96e2\u958b\u7db2\u9801\u2192 2. \u53c8\u770b\u8a31\u591a\u5ee3\u544a\uff0c\u96e2\u958b\u4e86\u8a31\u591a\u7db2\u9801\u2192 3. \u700f\u89bd\u67d0\u500b\u5546\u54c1\u7684\u5206\u985e\u9801\u2192 4. \u9032\u5165\u8a72\u5546\u54c1\u7684\u5546\u54c1\u9801\u2192 5. \u5c07\u5546\u54c1\u52a0\u5165\u8cfc\u7269\u8eca\u4e26\u7d50\u5e33\uff0c\u904e\u53bb\u6211\u5011\u662f\u770b\u4e0d\u5230\u9019\u500b\u904e\u7a0b\uff0c\u800c\u4eca\u900f\u904e CPD\u3001DPM \u77e5\u9053\u9019\u4e9b\u7d30\u7bc0\uff0c\u7a31\u4e4b\u70ba\u300c\u9867\u5ba2\u65c5\u7a0b\u300d\u3002<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u5f9e\u9867\u5ba2\u65c5\u7a0b\u4e2d\uff0c\u6211\u5011\u5c31\u80fd\u767c\u73fe\u6d88\u8cbb\u8005\u7684\u610f\u5716\uff0c\u5982\uff1a<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">USER1\uff1a\u9ede\u4e86\u5546\u54c1 A\u3001B\u3001C\u3001D \u5f8c\uff0c\u7136\u5f8c\u96e2\u958b \u2192\u00a0 \u53ea\u662f\u96a8\u610f\u700f\u89bd<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">USER2\uff1a\u53cd\u8986\u7684\u9ede\u4e86\u5546\u54c1 A\u3001\u9ede\u96f6\u7684\u9ede\u4e86\u5546\u54c1 B\u3001C\u3001D \u2192\u00a0 \u614e\u91cd\u8003\u616e\u5546\u54c1 A \u4e2d<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">USER3\uff1a\u8cfc\u7269\u8eca\u6709\u5546\u54c1 A \u4e5f\u700f\u89bd\u5546\u54c1 B\uff0c\u4e26\u8acb\u53cd\u8986\u52a0\u5165\u8cfc\u7269\u8eca \u2192 \u9810\u7b97\u8003\u91cf\uff0c\u4e5f\u60f3\u8cb7 B<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">\u5be6\u969b\u4e0a\uff0c\u5f9e\u770b\u5230\u5ee3\u544a\u5230\u4e0b\u55ae\u767c\u751f\uff0c\u7d55\u5927\u90e8\u5206\u4e0d\u6703\u5728\u55ae\u4e00\u6b21\u7684\u300c\u6b77\u7a0b\u300d\u4e2d\u5b8c\u6210\uff0c\u800c\u662f\u597d\u5e7e\u500b\u300c\u6b77\u7a0b\u300d\u7684\u7d44\u5408\uff0c\u5f62\u6210\u4e00\u500b\u9577\u6b77\u7a0b\u3002\u63db\u4e00\u500b\u89d2\u5ea6\uff0c\u5c31\u662f\u884c\u92b7\u6f0f\u6597\uff08\u6982\u5206\u70ba\u6e9d\u901a\u2192\u700f\u89bd\u2192\u8003\u616e\u2192\u8cfc\u8cb7\uff09\uff0c\u6211\u5011\u7121\u6cd5\u671f\u5f85\u4e00\u6b21\u7684\u884c\u92b7\u6f0f\u6597\uff08\u55ae\u4e00\u6b77\u7a0b\uff09\u5c31\u80fd\u904e\u6ffe\u51fa\u696d\u7e3e\uff0c\u5b83\u5fc5\u9808\u662f\u591a\u6b21\u884c\u92b7\u6f0f\u6597\u7684\u7d2f\u7a4d\uff0c\u624d\u80fd\u5f15\u5c0e\u6d88\u8cbb\u8005\u5b8c\u6210\u4e0b\u55ae\u3002<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E6%8E%8C%E6%8F%A1%E8%88%87%E4%BD%BF%E7%94%A8%E8%80%85%E4%BA%92%E5%8B%95%E7%9A%84%E6%8E%A5%E8%A7%B8%E9%BB%9E%EF%BC%8C%E5%B0%B1%E6%98%AF%E6%96%B0%E9%9B%BB%E5%95%86%E7%9A%84%E8%B5%B7%E9%BB%9E\"><\/span><b>\u638c\u63e1\u8207\u4f7f\u7528\u8005\u4e92\u52d5\u7684\u63a5\u89f8\u9ede\uff0c\u5c31\u662f\u65b0\u96fb\u5546\u7684\u8d77\u9ede<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u53ea\u8981\u662f\u9867\u5ba2\u6b77\u7a0b\u4e2d\u7684\u300c\u63a5\u89f8\u9ede\u300d\u90fd\u662f\u65e5\u5f8c\u8207\u5ba2\u6236\u6e9d\u901a\u7684\u5207\u5165\u9ede\uff0c\u7528\u4ee5\u512a\u5316\u6578\u64da\uff0c\u63d0\u5347\u8f49\u63db\u7387\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">awoo 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sizes=\"(max-width: 200px) 100vw, 200px\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/awoo-click-.001.png 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/awoo-click-.001.png 700w\" alt=\"\u7acb\u5373\u806f\u7d61\u963f\u7269\" width=\"200\" height=\"57\" data-pagespeed-url-hash=\"2088792711\" \/>\u00a0<\/a><\/p>\n<p>\u5ef6\u4f38\u95b1\u8b80\uff1a<a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-idc-bcg-martech-metaverse\/\">MarTech \u7684\u4eca\u65e5\u672a\u4f86\uff1a\u6578\u4f4d\u512a\u5148\u5f15\u7206\u6d6a\u6f6e\uff0c\u5143\u5b87\u5b99\u662f\u5fc5\u722d\u4e4b\u5730 \u2013 MarTech Asia 2022 \u5c08\u984c\u5831\u5c0e<\/a><\/p>\n<p>\u5ef6\u4f38\u95b1\u8b80\uff1a<a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/martech-asia-2022-yahoo-genz\/\">\u8208\u8da3\u89e3\u78bc\uff0c\u7cbe\u6e96\u638c\u63e1 Z \u4e16\u4ee3\u7d93\u6fdf\u6d6a\u6f6e \u2013 MarTech Asia 2022 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[&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":35255,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[159,445,46,161],"tags":[252,279,333,343,146,344,345,346,174,348,176,190,198],"class_list":["post-34607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-martech","category-omo","category-martech-event","category-marketing-trend","tag-crm","tag-279","tag-martech-asia-2022","tag-343","tag-martech","tag-d2c","tag-345","tag-346","tag-174","tag-348","tag-omo","tag-190","tag-cookieless"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u8fce\u63a5\u7b2c\u4e00\u65b9\u6578\u64da\u6642\u4ee3\uff0c\u7528\u300c\u5546\u54c1\u6a19\u7c64 x \u6703\u54e1\u8cc7\u6599\u300d\u544a\u5225 Cookieless - MarTech Asia 2022 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