{"id":3078,"date":"2020-09-01T10:47:24","date_gmt":"2020-09-01T02:47:24","guid":{"rendered":"https:\/\/headlineforce.com\/?p=3078"},"modified":"2022-05-13T13:40:58","modified_gmt":"2022-05-13T05:40:58","slug":"%e5%8e%bb%e7%b9%81%e5%be%9e%e7%b0%a1%ef%bc%8c%e8%ab%87%e8%ab%87%e4%b8%89%e4%bb%b6cdp%e5%bf%85%e9%a0%88%e7%82%ba%e5%93%81%e7%89%8c%e5%81%9a%e5%88%b0%e7%9a%84%e4%ba%8b","status":"publish","type":"post","link":"https:\/\/headlineforce.com\/2020\/09\/01\/%e5%8e%bb%e7%b9%81%e5%be%9e%e7%b0%a1%ef%bc%8c%e8%ab%87%e8%ab%87%e4%b8%89%e4%bb%b6cdp%e5%bf%85%e9%a0%88%e7%82%ba%e5%93%81%e7%89%8c%e5%81%9a%e5%88%b0%e7%9a%84%e4%ba%8b\/","title":{"rendered":"\u53bb\u7e41\u5f9e\u7c21\uff0c\u8ac7\u8ac7\u4e09\u4ef6CDP\u5fc5\u9808\u70ba\u54c1\u724c\u505a\u5230\u7684\u4e8b"},"content":{"rendered":"\n<p>\u5728\u524d\u5169\u7bc7\u6587\u7ae0\u6211\u5011\u4ecb\u7d39\u4e86CDP\u8207CRM\u3001DMP\u7684\u5dee\u7570\uff0c\u53ef\u898b\u4ee5\u4e0b\u9023\u7d50\u53c3\u8003\u3002<br><a href=\"https:\/\/headlineforce.com\/2020\/06\/15\/cdp%e6%98%af%e4%b8%8b%e4%b8%80%e4%bb%a3%e7%9a%84crm%e5%97%8e%ef%bd%9c%e7%82%ba%e4%bb%80%e9%ba%bc%e5%93%81%e7%89%8c%e4%b8%bb%e8%88%87%e9%9b%bb%e5%95%86%e9%9c%80%e8%a6%81%e8%aa%8d%e8%ad%98cdp%ef%bc%9f\/\" target=\"_blank\" rel=\"noreferrer noopener\">CDP\u662f\u4e0b\u4e00\u4ee3\u7684CRM\u55ce\uff5c\u70ba\u4ec0\u9ebc\u54c1\u724c\u4e3b\u8207\u96fb\u5546\u9700\u8981\u8a8d\u8b58CDP\uff1f<\/a><br><a href=\"https:\/\/headlineforce.com\/2020\/07\/02\/cdp-vs-dmp%ef%bd%9c%e7%ac%ac%e4%b8%80%e6%96%b9%e5%ae%a2%e6%88%b6%e7%b3%bb%e7%b5%b1%e8%88%87%e5%a4%96%e9%83%a8%e5%8f%97%e7%9c%be%e7%9a%84%e5%b7%ae%e7%95%b0%e8%88%87%e5%90%88%e4%bd%9c\/\" target=\"_blank\" rel=\"noreferrer noopener\">CDP vs. DMP\uff5c\u7b2c\u4e00\u65b9\u5ba2\u6236\u7cfb\u7d71\u8207\u5916\u90e8\u53d7\u773e\u7684\u5dee\u7570\u8207\u5408\u4f5c<\/a><\/p>\n\n\n\n<p>\u5229\u7528\u5b83\u5f37\u5927\u7684\u300c\u8de8\u6e20\u9053\u9867\u5ba2\u55ae\u4e00\u756b\u50cf\u300d\u7279\u6027\uff0cCDP\u5fc5\u9808\u505a\u5230\u4e09\u4ef6\u4e8b\uff0c\u4ed6\u5011\u5206\u5225\u662f\u300c\u6a21\u578b\u5efa\u69cb\u300d\u3001\u300c\u6e9d\u901a\u63a8\u5ee3\u300d\u3001\u300c\u6d1e\u5bdf\u5206\u6790\u300d\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#0d0067\" class=\"has-inline-color\">\u6a21\u578b\u5efa\u69cb<\/mark><\/h3>\n\n\n\n<p>\u6211\u5011\u77e5\u9053CDP\u8490\u96c6\u4e86\u4f86\u81ea\u7dda\u4e0b\u4ea4\u6613\u8cc7\u6599\u3001\u7db2\u7ad9\u3001App\u53ca\u5176\u4ed6\u7dda\u4e0a\u6e20\u9053\uff08\u5982\uff1a\u53f0\u7063\u76db\u884c\u7684Line\uff09\u7b49\u5404\u500b\u6e20\u9053\u7684\u8cc7\u6599\uff0c\u5b83\u4f5c\u70ba\u54c1\u724c\u63cf\u7e6a\u9867\u5ba2\u756b\u50cf\u7684\u4e2d\u5fc3\uff0c\u6709\u8457\u5404\u5f0f\u5404\u6a23\u7684\u5ba2\u6236\u8f2a\u5ed3\u53ef\u4f9b\u884c\u92b7\u4eba\u54e1\u7be9\u9078\uff0c\u4ee5\u5efa\u69cb\u4eba\u7fa4\u6a21\u578b\uff08\u8cbc\u6a19\u7c64\uff09\u3002<\/p>\n\n\n\n<p>\u57fa\u672c\u4e0aCDP\u6703\u6709\u5169\u7a2e\u4eba\u7fa4\u6a21\u578b\u3002\u7b2c\u4e00\u7a2e\u662f\u7531CDP\u81ea\u5df1\u8490\u96c6\u800c\u5f97\u7684\u7b2c\u4e00\u65b9\u8cc7\u6599\u505a\u6210\uff0c\u5982\uff1a\u81ea\u5b9a\u7fa9\u6a19\u7c64\u3001\u4ee5\u884c\u70ba\u9810\u6e2c\u70ba\u57fa\u790e\u7684\u5546\u54c1\u63a8\u85a6\u6a21\u578b\u7b49\u3002\u7b2c\u4e8c\u7a2e\u662f\u5c07CDP\u7684\u7b2c\u4e00\u65b9\u8cc7\u6599\u62ff\u5230\u5916\u90e8DMP\u505a\u6bd4\u5c0d\uff0c\u4ee5\u627e\u51fa\u53d7\u773e\u5728\u5916\u90e8\u7684\u8f2a\u5ed3\u5168\u8c8c\uff0c\u4e0d\u904e\u56e0\u70ba\u9019\u9700\u8981\u984d\u5916\u8cfc\u8cb7DMP\u53d7\u773e\uff0c\u518d\u52a0\u4e0a\u6578\u64da\u5a92\u5408\u7684\u554f\u984c\uff0c\u4e0d\u4e00\u5b9a\u5be6\u7528\u3002\u4f46CDP\u5149\u662f\u7531\u5404\u6e20\u9053\u8490\u96c6\u800c\u5f97\u7684\u8cc7\u6599\uff0c\u5df2\u7d93\u8db3\u5920\u63cf\u7e6a\u51fa\u8c50\u5bcc\u7684\u300c\u9867\u5ba2\u9ad4\u9a57\u6b77\u7a0b\u300d\u4e86\u3002<\/p>\n\n\n\n<p>CDP\u7684\u6a21\u578b\u5efa\u69cb\u80fd\u529b\uff0c\u8b93\u53d7\u773e\u7be9\u9078\u4e0d\u518d\u53ea\u50cf\u904e\u53bbCRM\u55ae\u7d14\u7684\u500b\u4eba\u8cc7\u6599 (Demographic) \u6216\u4ea4\u6613\u8cc7\u6599\u6240\u505a\u51fa\u7684\u6a21\u578b\uff08\u5982\uff1aRFM\u6a21\u578b\uff09\u3002CDP\u9664\u4e86\u524d\u8ff0\u9019\u4e9b\u6ce8\u91cd\u8cfc\u8cb7\u5f8c\u6d88\u8cbb\u8cc7\u6599\u5206\u6790\u7684\u80fd\u529b\u5916\uff0c\u66f4\u8ffd\u6c42\u5373\u6642\u7684\u884c\u70ba\u8cc7\u6599 (Behavioral-based data)\uff0c\u5982\u6211\u5011\u53ef\u4ee5\u7528CDP\u7be9\u9078\u51fa\u904e\u53bb7\b\u5929\u700f\u89bd\u904eA\u5546\u54c1\u9801\u9762\u7684\u7528\u6236\uff0c\u8b93\u884c\u92b7\u6d3b\u52d5\u80fd\u5920\u5373\u6642\u8cbc\u5408\u9867\u5ba2\u7684\u6d88\u8cbb\u52d5\u5411\uff0c\u5b8c\u6210\u300c\u8cfc\u8cb7\u524d\u7684\u8d85\u524d\u90e8\u7f72\u300d\u3002<\/p>\n\n\n\n<p>\u904e\u53bb\u54c1\u724c\u4e3b\u4f9d\u7167\u7bc0\u65e5\u4e0b\u884c\u92b7\u6d3b\u52d5\uff0c\u4fbf\u662f\u9810\u671f\u6d88\u8cbb\u8005\u5728\u7279\u5b9a\u7bc0\u65e5\u6703\u6709\u7279\u5b9a\u7684\u6d88\u8cbb\u884c\u70ba\uff0c\u4f46\u662f\u9019\u90fd\u7121\u6cd5\u771f\u6b63\u7cbe\u6e96\u5730\u8cbc\u5408\u6bcf\u4f4d\u6d88\u8cbb\u8005\u9700\u6c42\u3002\u56e0\u70ba\u5118\u7ba1\u54c1\u724c\u638c\u63e1\u4e86\u6d88\u8cbb\u884c\u70ba\u7684\u5927\u65b9\u5411\uff0c\u4ecd\u7121\u6cd5\u7d30\u5316\u5230\u6bcf\u4f4d\u53d7\u773e\u7684\u884c\u70ba\u7279\u5fb5&nbsp;\u3002\u900f\u904eCDP\u7684\u5ba2\u6236\u8cc7\u6599\u80fd\u529b\uff08\u5f37\u904eCRM\u8207DMP\uff09\uff0c\u73fe\u5728\u53ef\u4ee5\u4f9d\u7167\u53d7\u773e\u8f2a\u5ed3\u4f86\u6253\u51fa\u300c\u4ee5\u4eba\u70ba\u672c\u300d\u7684\u884c\u92b7\u5ee3\u544a\uff0c\u64fa\u812b\u904e\u53bb\u5f9e\u54c1\u724c\u4e3b\u601d\u7dad\u51fa\u767c\u7684\u5ee3\u544a\uff0c\u771f\u6b63\u7d30\u5316\u5230\u53d7\u773e\u7684\u500b\u6027\u5316\u884c\u92b7\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#130357\" class=\"has-inline-color\">\u6e9d\u901a\u63a8\u5ee3<\/mark><\/h3>\n\n\n\n<p>\u7be9\u9078\u5b8c\u53d7\u773e\u5f8c\uff0c\u4fbf\u8981\u5c0d\u4ed6\u5011\u9032\u884c\u5ee3\u544a\u63a8\u64ad\u3002\u800c\u56e0\u70baCDP\u88ab\u8ce6\u4e88\u8de8\u6e20\u9053\u6574\u5408\u7684\u80fd\u529b\uff0c\u4f7f\u5b83\u80fd\u5920\u5728\u4e0d\u540c\u7684\u6e20\u9053\uff0c\u5c0d\u540c\u4e00\u500b\u7528\u6236\u9032\u884c\u6e9d\u901a\u63a8\u5ee3\u3002\u4e0d\u904e\uff0c\u4f9d\u64da\u5ba2\u6236\u4e0d\u540c\u7684\u8cc7\u6599\u8f2a\u5ed3\uff0c\u4e0d\u4e00\u5b9a\u6bcf\u500b\u7528\u6236\u90fd\u80fd\u5920\u5b8c\u6210\u8de8\u6e20\u9053\u63a8\u64ad\uff0c\u56e0\u70ba\u4e0d\u662f\u6bcf\u500b\u4eba\u540c\u6642\u90fd\u6709App\u8207Line\u7684\u6703\u54e1\u3002\u5c0d\u65bc\u53f0\u7063\u4e2d\u5c0f\u578b\u96fb\u5546\u800c\u8a00\uff0c\u5b98\u7db2\u3001App\u3001Line\u4e09\u500b\u6e20\u9053\u4fbf\u80fd\u69cb\u6210\u4e00\u500b\u8de8\u6e20\u9053CDP\u3002<\/p>\n\n\n\n<p>\u800c\u5229\u7528\u7528\u6236\u7684Email\u6216\u662f\u884c\u52d5\u88dd\u7f6e\u5ee3\u544a\u8b58\u5225\u78bc\uff08\u7531App\u8490\u96c6\u800c\u5f97\uff09\uff0c\u54c1\u724c\u4e5f\u53ef\u4ee5\u5728\u5916\u90e8DMP\uff08\u4e5f\u5c31\u662f\u5916\u90e8\u7684\u5a92\u9ad4\u6e20\u9053\uff09\u9396\u5b9a\u81ea\u5bb6\u7528\u6236\u3002\u5982\u6b64\u4e00\u4f86\uff0cCDP\u4e0d\u53ea\u53ef\u4ee5\u91dd\u5c0d\u54c1\u724c\u81ea\u6709\u7684\u5404\u500b\u6e20\u9053\u505a\u6e9d\u901a\u63a8\u5ee3\uff0c\u9084\u80fd\u5920\u5c07\u6e9d\u901a\u5a92\u4ecb\u64f4\u5230\u5916\u90e8\u3002<\/p>\n\n\n\n<p>\u54c1\u724c\u4e3b\u53ef\u4ee5\u4f9d\u64da\u5ba2\u6236\u8cfc\u7269\u65c5\u7a0b\u8a2d\u8a08\u5c08\u5c6c\u5ba2\u6236\u7684\u6e9d\u901a Journey\uff0c\u4f9d\u7167\u7528\u6236\u8207\u54c1\u724c\u4e92\u52d5\u7684\u884c\u70ba\u8cc7\u6599\uff08\u700f\u89bd\u3001\u9ede\u64ca\u3001\u8f49\u63db\u7b49\uff09\u89f8\u767c\u4e0d\u540c\u7684\u63a8\u64ad\u8a08\u756b\uff0c\u6216\u662f\u4f9d\u7167\u6642\u9593\u6392\u7a0b\u81ea\u52d5\u63a8\u64ad\u901a\u77e5\u3002\u95dc\u65bc\u884c\u92b7\u81ea\u52d5\u5316\u7684\u4ecb\u7d39\uff0c\u53ef\u4ee5\u53c3\u8003\u9019\u7bc7\u6587\u7ae0\uff1a<a href=\"https:\/\/headlineforce.com\/2019\/01\/16\/martech%ef%bc%8ddmp%e8%b3%87%e6%96%99%e7%ae%a1%e7%90%86%e5%b9%b3%e5%8f%b0%ef%bd%9c%e5%bb%ba%e7%ab%8b%e5%bb%a3%e5%91%8a%e7%b2%be%e6%ba%96%e5%8f%97%e7%9c%be%e8%b3%87%e6%96%99%e5%ba%ab%ef%bc%8c%e6%89%be\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u7c21\u4ecb\u884c\u92b7\u81ea\u52d5\u5316\u7684\u4e09\u5927\u7a2e\u985e<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/martechweekly.com\/wp-content\/uploads\/2020\/04\/\u87a2\u5e55\u5feb\u7167-2019-01-22-\u4e0b\u534812.51.03.png?w=1290&#038;ssl=1\" alt=\"Journey Builder\" class=\"wp-image-3139\" data-recalc-dims=\"1\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#060062\" class=\"has-inline-color\">\u6d1e\u5bdf\u5206\u6790<\/mark><\/h3>\n\n\n\n<p>\u6211\u5011\u5e38\u5e38\u80fd\u770b\u5230\u4e0d\u5c11\u5206\u6790\u884c\u92b7\u6d3b\u52d5\u7684\u5831\u8868\uff0c\u4e0d\u904e\uff0c\u8981\u5c07\u4ed6\u5011\u7d71\u7d71\u7a31\u4e4b\u70ba\u6d1e\u5bdf\uff0c\u537b\u662f\u8a00\u4e4b\u904e\u65e9\u3002<\/p>\n\n\n\n<p><strong>\u6d1e\u5bdf\u7684\u610f\u7fa9\u5728\u65bc\u80fd\u8b93\u54c1\u724c\u80fd\u505a\u51fa\u884c\u52d5\uff0c\u4f86\u512a\u5316\u73fe\u6709\u65b9\u5f0f\u6216\u662f\u89e3\u6c7a\u554f\u984c\u3002<\/strong>\u6bd4\u5982\u6211\u5011\u5728\u4e0a\u9762\u5716\u4e2d\u7684 Journey \u88e1\uff0c\u767c\u73fe Email \u7684\u8f49\u5316\u7387\u986f\u8457\u5730\u4f4e\u65bc\u904e\u53bb\uff0c\u90a3\u662f\u5426\u662f Email \u6a19\u984c\u5beb\u5f97\u4e0d\u597d\u5c0e\u81f4\u958b\u4fe1\u7387\u8f03\u4f4e\uff1f\u662f\u5167\u5bb9\u592a\u9577\uff0c\u6c92\u6709\u5438\u775b\u7684\u5730\u65b9\uff1f\u8f49\u63db\u6309\u9215\u4e0d\u5920\u5438\u5f15\u5ba2\u6236\b\uff1f\u6216\u662f\u9019\u6b21EDM\u672c\u5c31\u4e0b\u7d66\u4e0d\u5408\u9069\u7684\u4eba\u7fa4\uff1f\u6211\u5011\u53ef\u4ee5\u4f9d\u7167\u5831\u8868\u5206\u6790\u5373\u6642\u5730\u8abf\u6574\u884c\u92b7\u65b9\u5411\uff0c\u512a\u5316\u884c\u92b7\u6548\u76ca\u3002\u800c\u7d93\u904e\u591a\u6b21\u7684\u5206\u6790\uff0c\u6211\u5011\u53ef\u4ee5\u4e0d\u65b7\u9a57\u8b49\u81ea\u5df1\u7684\u89c0\u9ede\uff0c\u627e\u5230\u6700\u5408\u9069\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n\n\n\n<ul><li>\u5f9e\u884c\u92b7\u5065\u5eb7\u5ea6\u4f86\u770b\uff0c\u6211\u5011\u9700\u8981\u4e00\u500b Funnel Insight \u4f86\u544a\u8a34\u6211\u5ba2\u6236\u5011\u5728\u5404\u968e\u6bb5\u505c\u7559\u7684\u72c0\u6cc1\uff0c\u5305\u542b\u6578\u91cf\u662f\u5426\u592a\u4f4e\u3001\u8f49\u63db\u7387\u662f\u5426\u6709\u554f\u984c\u7b49\u3002<\/li><li>\u5f9e\u884c\u92b7\u57f7\u884c\u529b\u4f86\u770b\uff0c\u6211\u5011\u9700\u8981\u4ee5\u6bcf\u500b Journey \uff08\u5982\u4e0a\u5716\u7684\u81ea\u52d5\u5316\u884c\u92b7\u8a08\u756b\uff09\u4f86\u6aa2\u8996 Journey \u4e0a\u9762\u6bcf\u500b\u7bc0\u9ede\u7684\u8868\u73fe\u3002<\/li><\/ul>\n\n\n\n<p>\u70ba\u4e86\u5e6b\u52a9\u884c\u92b7\u4eba\u54e1\u770b\u5230\u6d1e\u5bdf\u5206\u6790\u800c\u505a\u51fa\u884c\u52d5\uff0cCDP\u9700\u8981\u6709\u4e00\u4efd\u597d\u7684\u6d1e\u5bdf\u5831\u544a\uff08\u6216\u662f\u5100\u8868\u677f Dashboard\uff09\uff0c\u800c\u5b83\u9700\u8981\u5177\u5099\u4ee5\u4e0b\u4e09\u9ede\u7279\u6027\uff1a<\/p>\n\n\n\n<ol><li>\u6bcf\u500b\u5716\u8868\u9700\u8981\u6709\u6c7a\u7b56\u610f\u7fa9\u3002\u5982\u679c\u67d0\u4e9b\u8cc7\u6599\u7dad\u5ea6\u6839\u672c\u4e0d\u6703\u770b\uff0c\u90a3\u9ebc\u64fa\u5728\u4e0a\u9762\u53ea\u662f\u8907\u96dc\u5316\u5716\u8868\uff0c\u5f92\u589e\u95b1\u8b80\u96e3\u5ea6\u3002<\/li><li>\u6bcf\u500b\u5716\u8868\u9700\u8981\u6709\u6bd4\u8f03\u57fa\u6e96\u3002\u5982\u679c\u6c92\u6709\u6bd4\u8f03\u57fa\u6e96\uff0c\u6240\u6709\u6c7a\u7b56\u90fd\u662f\u6191\u7a7a\u81c6\u6e2c\u3002\u6bd4\u5982\uff0c\u8f49\u63db\u7387\u5fc5\u9808\u548c\u904e\u53bb\u540c\u4e00\u689d\u4ef6\u7684\u884c\u92b7\u6d3b\u52d5\u4e00\u8d77\u8861\u91cf\uff0c\u624d\u6709\u6bd4\u8f03\u7684\u610f\u7fa9\u3002\uff08\u7576\u7136\uff0c\u5c31\u7b97\u6709\u4e86\u6bd4\u8f03\u57fa\u6e96\uff0c\u4e5f\u4e0d\u53ef\u80fd\u9054\u5230\u7d55\u5c0d\u7684\u56b4\u8b39\uff0c\u4e0d\u904e\u9019\u662f\u8a8d\u8b58\u884c\u92b7\u57f7\u884c\u6210\u6548\u7684\u7b2c\u4e00\u6b65\u3002\uff09<\/li><li>\u6bcf\u500b\u5716\u8868\u4e4b\u9593\u5177\u5099\u908f\u8f2f\u6027\u3002\u5982\u679c\u7b2c\u4e00\u5f35\u5716\u8868\u8b1b\u7684\u662f\u8f49\u63db\u7387\uff0c\u7b2c\u4e8c\u5f35\u8b1b\u7684\u662f\u958b\u4fe1\u7387\uff0c\u7b2c\u4e09\u5f35\u8b1b\u7684\u662f\u4eba\u7fa4\u6a19\u7c64\u6bd4\u4f8b\uff0c\u90a3\u9ebc\u5c31\u4e0d\u5177\u5099\u908f\u8f2f\u6027\u3002\u56e0\u70ba\u5ba2\u6236\u662f\u5148\u958b\u4fe1\uff0c\u624d\u6703\u6709\u8f49\u63db\u7684\u8cfc\u8cb7\u884c\u70ba\u7684\uff0c\u56e0\u6b64\u5148\u8b1b\u4eba\u7fa4\u6a19\u7c64\u662f\u4ec0\u9ebc\u3001\u518d\u8b1b\u958b\u4fe1\u7387\uff0c\u6700\u5f8c\u624d\u5230\u8f49\u63db\u7387\u3002<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/martechweekly.com\/wp-content\/uploads\/2020\/07\/2020-07-11-\u4e0a\u53489.51.30.png?w=1290&#038;ssl=1\" alt=\"CDP\u7684\u4e09\u500b\u529f\u80fd\u67b6\u69cb\" class=\"wp-image-3685\" data-recalc-dims=\"1\"\/><\/figure>\n\n\n\n<h3 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