{"id":730277,"date":"2026-02-25T17:08:44","date_gmt":"2026-02-25T09:08:44","guid":{"rendered":"https:\/\/www.alphaseek.cn\/?p=730277"},"modified":"2026-02-25T17:08:44","modified_gmt":"2026-02-25T09:08:44","slug":"%e5%b9%bf%e5%91%8a%e4%b8%bb%e6%ad%a3%e5%9c%a8%e5%8a%a0%e5%bf%ab%e6%94%b6%e5%9b%9e%e6%95%b0%e6%8d%ae%e4%b8%bb%e6%9d%83%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/www.alphaseek.cn\/?p=730277","title":{"rendered":"\u5e7f\u544a\u4e3b\u6b63\u5728\u52a0\u5feb\u6536\u56de\u6570\u636e\u4e3b\u6743\uff1f"},"content":{"rendered":"
\n

\u6587\/\u5200\u5ba2doc<\/span><\/span><\/p>\n<\/blockquote>\n

01<\/h2>\n

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02<\/span><\/span><\/h2>\n

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03<\/span><\/span><\/span><\/h2>\n

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\u8fc7\u53bb\u5f88\u957f\u4e00\u6bb5\u65f6\u95f4\uff0c\u70b9\u51fb\u7b97\u4e0d\u7b97\u8f6c\u5316\u3001\u8f6c\u5316\u7a97\u53e3\u591a\u957f\u3001\u54ea\u4e9b\u884c\u4e3a\u88ab\u8ba1\u5165 ROI\uff0c\u5f80\u5f80\u7531\u5e73\u53f0\u63d0\u524d\u5199\u597d\u3002\u5e7f\u544a\u4e3b\u770b\u5230\u7684\u662f\u4e00\u4e2a\u5df2\u7ecf\u88ab\u7b97\u5b8c\u7684\u7ed3\u679c\uff0c\u5f88\u96be\u8ffd\u95ee\u8fd9\u4e9b\u6570\u5b57\u80cc\u540e\u7684\u5047\u8bbe\uff0c\u662f\u5426\u7b26\u5408\u81ea\u5df1\u7684\u4e1a\u52a1\u73b0\u5b9e\u3002<\/p>\n

\u6709\u4e86\u5185\u90e8\u5a92\u4f53\u6216\u6570\u636e\u56e2\u961f\u4e4b\u540e\uff0c\u4f01\u4e1a\u81f3\u5c11\u6709\u4e86\u66f4\u591a\u7684\u4e3b\u52a8\u6743\uff0c\u5f88\u591a\u516c\u53f8\u4e60\u60ef\u4e86\u7528\u5e73\u53f0\u9ed8\u8ba4\u7684\u6307\u6807\u8bb2\u6545\u4e8b\uff0cCTR\u3001CPM\u3001\u8f6c\u5316\u7387\u3001ROAS\u3002\u8fd9\u4e9b\u6307\u6807\u672a\u5fc5\u9519\uff0c\u53ea\u662f\u5b83\u4eec\u5929\u7136\u504f\u5411\u77ed\u671f\u3001\u504f\u5411\u5e73\u53f0\u89c6\u89d2\u3002<\/p>\n

\u53ea\u8981 ROAS \u597d\u770b\uff0c\u5c31\u7b97\u6210\u529f\uff0c\u81f3\u4e8e\u8fd9\u4e00\u8f6e\u6295\u653e\u662f\u5426\u4f24\u5bb3\u4e86\u957f\u671f\u54c1\u724c\u5fc3\u667a\u3001\u662f\u5426\u900f\u652f\u4e86\u7528\u6237\u8010\u53d7\u5ea6\uff0c\u5e76\u4e0d\u4f1a\u5728\u62a5\u8868\u4e0a\u7acb\u523b\u4f53\u73b0\u3002<\/p>\n

\u54c1\u724c\u5f00\u59cb in-house \u7a0b\u5e8f\u5316\uff0c\u5b83\u53ef\u4ee5\u628a\u4f1a\u5458 LTV\u3001\u590d\u8d2d\u3001NPS\u3001\u81ea\u7136\u641c\u7d22\u5360\u6bd4\u8fd9\u4e9b\u6307\u6807\uff0c\u62c9\u8fdb\u540c\u4e00\u5757\u770b\u677f\u91cc\uff0c\u548c ROAS \u653e\u5728\u4e00\u8d77\u770b\uff1b<\/p>\n

\u53ef\u4ee5\u81ea\u5df1\u62c9\u65f6\u95f4\u7ebf\uff0c\u770b\u4e00\u6ce2\u6295\u653e\u7684\uff1b\u53ef\u4ee5\u5728\u5185\u90e8\u4f1a\u8bae\u4e0a\uff0c\u7528\u81ea\u5df1\u7684\u53e3\u5f84\u53bb\u89e3\u91ca\uff0c\u82b1\u8d39\u7684\u5de8\u989d\u5e7f\u544a\u8d39\uff0c\u5230\u5e95\u5f97\u5230\u4e86\u4ec0\u4e48\u3002<\/p>\n

04<\/span><\/span><\/span><\/h2>\n

\u5e73\u53f0\u5728\u5916\u90e8\u8bb2\u7684\u662f\u53e6\u4e00\u5957\u8bdd\u672f\uff1a\u5408\u4f5c\u3001\u5171\u5efa\u3001clean room\u3002<\/p>\n

\u96f6\u552e\u5a92\u4f53\u5c31\u662f\u4e00\u4e2a\u5178\u578b\u573a\u666f\u3002<\/p>\n

\u4ece\u4e00\u5b9a\u5c42\u9762\u4e0a\u770b\uff0c\u5b83\u662f\u5e2e\u54c1\u724c\u7528\u597d\u6570\u636e\uff1a\u54c1\u724c\u53ef\u4ee5\u4e0d\u4f9d\u8d56\u7b2c\u4e09\u65b9 cookie\uff0c\u76f4\u63a5\u57fa\u4e8e\u96f6\u552e\u5e73\u53f0\u7684\u8d2d\u7269\u6570\u636e\u5b9a\u5411\uff0c\u53ef\u4ee5\u505a\u95ed\u73af\u5f52\u56e0\uff0c\u77e5\u9053\u67d0\u4e00\u6ce2\u66dd\u5149\u4e4b\u540e\uff0c\u54ea\u7c7b\u4eba\u5728\u7ebf\u4e0a\u7ebf\u4e0b\u4e70\u4e86\u66f4\u591a\u5546\u54c1\u3002<\/p>\n

\u4e0d\u8fc7\u771f\u6b63\u62e5\u6709\u7528\u6237\u5173\u7cfb\u7684\u662f\u96f6\u552e\u5546\uff0cdatahub\u7684\u63a7\u5236\u6743\u4ecd\u5728\u5bf9\u65b9\u7cfb\u7edf\u91cc\u3002\u54c1\u724c\u5f97\u5230\u7684\u662f\u4e00\u5c42\u52a0\u5de5\u8fc7\u7684\u6d1e\u5bdf\u548c\u4eba\u7fa4\u5305\uff0c\u66f4\u591a\u626e\u6f14\u6570\u636e\u79df\u6237\u7684\u89d2\u8272\u3002<\/p>\n

\u5728\u66f4\u5927\u7684\u5e73\u53f0\u4e0a\uff0c\u903b\u8f91\u4e5f\u662f\u7c7b\u4f3c\u7684\uff0c\u53ea\u662f\u6280\u672f\u540d\u8bcd\u53ef\u80fd\u6362\u6210\u4e86clean room\u6570\u636e\u6e05\u6d01\u5ba4\uff0c\u54c1\u724c\u53ef\u4ee5\u7528\u81ea\u5bb6\u7684\u6570\u636e\uff0c\u5728\u4e00\u4e2a\u53d7\u63a7\u73af\u5883\u91cc\u548c\u7535\u5546\u5e73\u53f0\u7684\u66dd\u5149\u3001\u641c\u7d22\u3001\u8d2d\u7269\u6570\u636e\u505a\u8054\u7ed3\u548c\u5206\u6790\uff0c\u5e95\u5c42\u539f\u59cb\u6570\u636e\u4e0d\u51fa\u5404\u81ea\u8d26\u6237\uff0c\u770b\u4e0a\u53bb\u9690\u79c1\u5b89\u5168\u53c8\u524d\u536b\u3002<\/p>\n

\u8fd9\u4e9b\u5171\u5efa hub\u7684\u5f62\u6001\uff0c\u786e\u5b9e\u7ed9\u4e86\u54c1\u724c\u66f4\u591a\u5206\u6790\u80fd\u529b\uff0c\u4e5f\u7ed5\u5f00\u4e86\u5f88\u591a\u5408\u89c4\u7684\u5751\u3002\u4f46\u6709\u4e00\u4e2a\u524d\u63d0\u5e76\u6ca1\u6709\u53d8\u5316\uff1a\u8ba1\u7b97\u53d1\u751f\u5728\u5e73\u53f0\u89c4\u5b9a\u7684\u73af\u5883\u91cc\uff1b\u53ef\u7528\u5b57\u6bb5\u3001\u53ef\u505a\u7684\u8054\u7ed3\u3001\u80fd\u62ff\u8d70\u7684\u7ed3\u679c\uff0c\u90fd\u7531\u5e73\u53f0\u63a5\u53e3\u8bbe\u8ba1\u51b3\u5b9a\u3002<\/p>\n

\u54c1\u724c\u5728\u8fd9\u91cc\u4e89\u53d6\u5230\u7684\uff0c\u662f\u4e00\u79cd\u53c2\u4e0e\u6743\uff0c\u4f01\u4e1a\u53ef\u4ee5\u5e26\u7740\u81ea\u5df1\u7684\u6570\u636e\u8fdb\u6765\uff0c\u4e00\u8d77\u7b97\uff0c\u4f46\u6700\u540e\u957f\u4ec0\u4e48\u6837\u3001\u54ea\u4e9b\u7ef4\u5ea6\u80fd\u7b97\uff0c\u4ecd\u662f\u5e73\u53f0\u5b9a\u597d\u7684\u3002<\/p>\n

\u6240\u4ee5\uff0c\u54c1\u724c\u52a0\u7d27\u6536\u56de\u6570\u636e\u4e3b\u6743\u8fd9\u4e2a\u8bf4\u6cd5\uff0c\u9700\u8981\u627f\u8ba4\u4e00\u4e2a\u524d\u63d0\uff1a\u8fd9\u4e2a\u4e3b\u6743\u4e0d\u4f1a\u4ee5\u6211\u62e5\u6709\u5168\u90e8\u6570\u636e\u7684\u5f62\u5f0f\u51fa\u73b0\uff0c\u800c\u662f\u5728\u6709\u9650\u7a7a\u95f4\u91cc\uff0c\u5c3d\u91cf\u62ff\u56de\u4e00\u4e9b\u89e3\u91ca\u6743\u548c\u534f\u5546\u6743\u3002<\/p>\n

05<\/span><\/span><\/span><\/h2>\n

\u8fd8\u6709\u4e00\u4e2a\u5bb9\u6613\u88ab\u5ffd\u7565\u7684\u73b0\u5b9e\uff1a\u5373\u4fbf\u628a\u5e73\u53f0\u548c\u4ee3\u7406\u6367\u5230\u4e00\u8fb9\uff0c\u5f88\u591a\u54c1\u724c\u81ea\u8eab\u7684\u6570\u636e\u5e95\u5b50\uff0c\u4e5f\u6ca1\u90a3\u4e48\u539a\u3002<\/p>\n

\u4e0d\u5c11\u516c\u53f8\u5634\u4e0a\u8bb2\u7740\u6211\u4eec\u6709\u5e9e\u5927\u7684\u4f1a\u5458\u4f53\u7cfb\u3001\u4e00\u624b\u7684\u4ea4\u6613\u6570\u636e\uff0c\u771f\u628a\u6570\u636e\u5e93\u62c9\u51fa\u6765\u770b\uff0c\u4f46\u4e00\u4e2a\u73b0\u5b9e\u95ee\u9898\u662f\u6570\u636e\u6807\u51c6\u4e0d\u7edf\u4e00\u3002<\/p>\n

\u540c\u4e00\u4e2a\u7528\u6237\uff0c\u5728\u4e0d\u540c\u5e73\u53f0\u3001\u4e0d\u540c\u5de5\u5177\u3001\u4e0d\u540c\u7cfb\u7edf\u91cc\u5f80\u5f80\u5bf9\u5e94\u7740\u4e0d\u540c\u7684 ID\uff0c\u771f\u6b63\u8981\u628a\u8fd9\u4e9b\u6570\u636e\u62fc\u63a5\u8d77\u6765\uff0c\u6210\u672c\u6781\u9ad8\uff0c\u4e5f\u672a\u5fc5\u62fc\u5f97\u5b8c\u6574\u3002\u5f88\u591a\u65f6\u5019\uff0c\u4f01\u4e1a\u770b\u5230\u7684\u53ea\u662f\u88ab\u5207\u5272\u540e\u7684\u5c40\u90e8\u89c6\u56fe\uff0c\u800c\u4e0d\u662f\u4e00\u4e2a\u53ef\u4ee5\u8fde\u7eed\u8ffd\u8e2a\u7684\u7528\u6237\u8def\u5f84\u3002<\/p>\n

\u66f4\u5927\u7684\u95ee\u9898\u5728\u4e8e\u6570\u636e\u7684\u65f6\u6548\u6027\u3002\u73b0\u5982\u4eca\u7684\u5e7f\u544a\u8425\u9500\u7684\u6295\u653e\u5df2\u7ecf\u662f\u6beb\u79d2\u7ea7\u7684\u51fa\u4ef7\u3001\u7ade\u4ef7\u548c\u5206\u53d1\uff0c\u4f46\u4e0d\u5c11\u4f01\u4e1a\u5185\u90e8\u80fd\u8c03\u7528\u7684\uff0c\u4ecd\u7136\u662f\u4e00\u5957\u6309\u5929\u751a\u81f3\u6309\u6708\u6c47\u603b\u7684\u62a5\u8868\u3002\u6570\u636e\u4ece\u91c7\u96c6\u3001\u6e05\u6d17\u5230\u6c47\u603b\uff0c\u5c42\u5c42\u5ef6\u8fdf\uff0c\u7b49\u5b83\u8fdb\u5165\u51b3\u7b56\u89c6\u91ce\u65f6\uff0c\u5f80\u5f80\u5df2\u7ecf\u9519\u8fc7\u4e86\u6700\u5173\u952e\u7684\u6295\u653e\u7a97\u53e3\u3002<\/p>\n

\u7ed3\u679c\u662f\uff0c\u524d\u7aef\u5728\u505a\u5b9e\u65f6\u51b3\u7b56\uff0c\u540e\u7aef\u5374\u53ea\u80fd\u7528\u6ede\u540e\u7684\u6570\u636e\u590d\u76d8\uff0c\u4e24\u5957\u8282\u594f\u957f\u671f\u9519\u4f4d\u3002<\/p>\n

\u8fd9\u4e5f\u662f\u4e3a\u4ec0\u4e48\uff0c\u8d8a\u6765\u8d8a\u591a\u54c1\u724c\u610f\u8bc6\u5230\uff0c\u4e00\u5957\u80fd\u88ab\u53ca\u65f6\u8c03\u7528\u3001\u80fd\u53c2\u4e0e\u51b3\u7b56\u7684\u6570\u636e\u57fa\u7840\u8bbe\u65bd\uff0c\u624d\u662f\u66f4\u91cd\u8981\u7684\u3002\u5982\u679c\u6570\u636e\u59cb\u7ec8\u505c\u7559\u5728\u4e8b\u540e\u7edf\u8ba1\u5c42\u9762\uff0c\u90a3\u4e48\u65e0\u8bba\u5f52\u56e0\u6a21\u578b\u5199\u5f97\u591a\u6f02\u4eae\uff0c\u6700\u7ec8\u90fd\u5f88\u96be\u771f\u6b63\u5f71\u54cd\u6295\u653e\u672c\u8eab\u3002<\/p>\n

\u5bf9\u6bd4\u4e4b\u4e0b\uff0c\u96f6\u552e\u5e73\u53f0\u3001\u8d85\u7ea7\u5e94\u7528\u7684\u4f18\u52bf\u53cd\u800c\u66f4\u624e\u5b9e\uff1a<\/p>\n

\u4ed6\u4eec\u638c\u63e1\u7684\u662f\u8de8\u54c1\u7c7b\u3001\u8de8\u54c1\u724c\u7684\u65e5\u5e38\u884c\u4e3a\u8f68\u8ff9\uff0c\u80fd\u770b\u5230\u8fd9\u4e2a\u4eba\u6628\u5929\u4e70\u83dc\uff0c\u4eca\u5929\u770b\u4e86\u513f\u7ae5\u73a9\u5177\uff0c\u4e0b\u5468\u53ef\u80fd\u53bb\u65c5\u884c\u7684\u8fde\u7eed\u56fe\u50cf\uff1b\u5355\u4e2a\u54c1\u724c\u624b\u91cc\u7684\uff0c\u53ea\u662f\u8fd9\u5e45\u56fe\u7684\u4e00\u89d2\u3002<\/p>\n

\u4e5f\u6b63\u56e0\u4e3a\u5982\u6b64\uff0c\u5f88\u591a\u54c1\u724c\u5728\u8c08\u6570\u636e\u4e3b\u6743\u65f6\u4f1a\u6709\u4e00\u79cd\u9690\u9690\u7684\u4e0d\u5b89\uff1a\u7406\u8bba\u4e0a\u6211\u5e94\u8be5\u66f4\u91cd\u89c6\u81ea\u5df1\u7684\u6570\u636e\uff0c\u4f46\u5b9e\u9645\u64cd\u4f5c\u4e2d\uff0c\u5f88\u591a\u65f6\u5019\u8fd8\u662f\u79bb\u4e0d\u5f00\u5e73\u53f0\u63d0\u4f9b\u7684\u6d1e\u5bdf\u548c\u4eba\u7fa4\u5305\u3002<\/p>\n

\u6240\u4ee5\u4e50\u9ad8\u9009\u62e9\u4e86\u4e00\u6761\u4e2d\u95f4\u8def\u7ebf\uff0c\u5148\u6536\u56de\u7a0b\u5e8f\u5316\u56e2\u961f\uff0c\u628a\u8d26\u53f7\u548c\u65e5\u5fd7\u63e1\u5728\u81ea\u5df1\u624b\u91cc\uff0c\u518d\u901a\u8fc7 clean room\u3001\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u8fd9\u4e9b\u65b9\u5f0f\uff0c\u53bb\u501f\u7528\u5e73\u53f0\u7684\u89c6\u91ce\u3002<\/p>\n

\u672a\u6765\u7684\u8d8b\u52bf\u6216\u8bb8\u662f\uff0c\u5927\u54c1\u724c\u4f1a\u7ee7\u7eed\u52a0\u7801 in-house\u3002<\/p>\n

\u4e50\u9ad8\u3001Georgia-Pacific \u8fd9\u6837\u7684\u4f01\u4e1a\uff0c\u4f1a\u8fdb\u4e00\u6b65\u6269\u5145\u5185\u90e8\u5a92\u4f53\u548c\u6570\u636e\u56e2\u961f\uff0c\u628a DTC\u3001\u7535\u5546\u3001\u96f6\u552e\u5a92\u4f53\u3001\u7a0b\u5e8f\u5316\u6295\u653e\u62c9\u8fdb\u4e00\u5f20\u66f4\u5b8c\u6574\u7684\u7ecf\u8425\u89c6\u56fe\u3002\u4ee3\u7406\u5546\u4f1a\u66f4\u591a\u63d0\u4f9b\u54a8\u8be2\u3001\u7b56\u7565\u3001\u57f9\u8bad\uff0c\u800c\u4e0d\u662f\u5929\u5929\u5e2e\u4f60\u8c03\u51fa\u4ef7\u3002<\/p>\n

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\u5bf9\u54c1\u724c\u6765\u8bf4\uff0c\u5982\u679c\u53ea\u505c\u7559\u5728\u628a\u4e70\u91cf\u56e2\u961f\u642c\u8fdb\u6765\u3001\u628a\u8d26\u53f7\u62ac\u5934\u6539\u4e00\u6539\uff0c\u610f\u4e49\u4e00\u5b9a\u662f\u6709\u9650\u7684\u3002<\/p>\n

\u66f4\u96be\u3001\u4e5f\u66f4\u5173\u952e\u7684\u662f\uff0c\u628a\u5185\u90e8\u5404\u4e1a\u52a1\u7ebf\u7684\u6570\u636e\u5148\u7406\u987a\uff0c\u5728 clean room\u3001\u96f6\u552e\u5a92\u4f53\u3001\u5e73\u53f0\u5e7f\u544a\u540e\u53f0\u4e4b\u95f4\uff0c\u6562\u4e8e\u62ff\u51fa\u4e00\u5957\u4e0d\u5b8c\u5168\u8ddf\u968f\u5e73\u53f0\u53e3\u5f84\u7684\u6548\u679c\uff0c\u5bf9\u5185\u90e8\u7684CEO\u3001CFO\u5bf9\u9f50\uff0c\u54ea\u6015\u77ed\u671f\u770b\u8d77\u6765\u6ca1\u90a3\u4e48\u597d\u770b\u3002<\/p>\n

(\u6765\u6e90\uff1a\u949b\u5a92\u4f53)<\/p>\n

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