{"id":3100,"date":"2019-01-16T17:06:52","date_gmt":"2019-01-16T09:06:52","guid":{"rendered":"https:\/\/headlineforce.com\/?p=3100"},"modified":"2022-05-13T11:41:53","modified_gmt":"2022-05-13T03:41:53","slug":"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","status":"publish","type":"post","link":"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\/","title":{"rendered":"Martech\uff0dDMP\u8cc7\u6599\u7ba1\u7406\u5e73\u53f0\uff5c\u5efa\u7acb\u5ee3\u544a\u7cbe\u6e96\u53d7\u773e\u8cc7\u6599\u5eab\uff0c\u627e\u51fa\u5fe0\u8aa0\u5ba2\u7fa4\u7684\u884c\u70ba\u8f2a\u5ed3\uff01"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>3. DMP\uff0d\u8cc7\u6599\u7ba1\u7406\u5e73\u53f0<\/strong><\/h2>\n\n\n\n<p><strong>(DMP=Data Management Platform)<\/strong><\/p>\n\n\n\n<p><strong>\u4e00\u53e5\u8a71\u8aaa\u5b8c\uff1a\u70ba\u4e86\u505a\u7cbe\u6e96\u884c\u92b7\uff0c\u4f01\u696d\u81ea\u5df1\u5efa\u7acb\u300c\u76ee\u6a19\u53d7\u773e\u300d\u8cc7\u6599\u5eab\u3002<\/strong><\/p>\n\n\n\n<p><strong>\u5176\u5be6DMP\u5206\u6210\u7b2c\u4e00\u65b9\u3001\u7b2c\u4e8c\u65b9\u8207\u7b2c\u4e09\u65b9\u3002<\/strong><\/p>\n\n\n\n<p>\u7b2c\u4e00\u65b9DMP\uff0c\u662f\u300c\u54c1\u724c\u4e3b\u81ea\u6709\u300d\u7528\u4f86\u8490\u96c6\u4e26\u5206\u6790\u7db2\u8def\u4e0a\u6240\u6709\u5c0d\u4f01\u696d\u6709\u50f9\u503c\u4e4b\u5ee3\u544a\u53d7\u773e\uff0c\u7279\u5225\u662f\u5c0d\u4f01\u696d\u5fe0\u8aa0\u3001\u80fd\u5e36\u4f86\u9ad8\u8f49\u63db\u50f9\u503c\u7684\u7684\u90a3\u7fa4\uff08\u4e5f\u5c31\u662f\u6211\u5011\u5e38\u8aaa\u7684Target Audience, TA 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vs. DMP<\/strong><br>\u8207CRM\u7684\u6703\u54e1\u7cfb\u7d71\u4e0d\u540c\uff0cDMP\u7684\u9019\u4e9b\u53d7\u773e\u4e0d\u662f\u6709\u5be6\u969b\u8cfc\u8cb7\u884c\u70ba\u7684\u9867\u5ba2\uff0c\u5b83\u8490\u96c6\u7684\u6578\u64da\u662f\u7db2\u8def\u4e0a\u6240\u6709\u53ef\u80fd\u6f5b\u5728\u53d7\u773e\uff0c\u5982\u7db2\u9801\u9032\u7ad9\u53d7\u773e\u3001\u5ee3\u544a\u9032\u7ad9\u53d7\u773e\u3001\u624b\u6a5fApp\u9032\u7ad9\u53d7\u773e\u7b49\u7b49\u3002\u4f01\u696d\u5e0c\u671b\u900f\u904eDMP\u57f9\u990a\u81ea\u5df1\u7684\u300c\u6f5b\u5728\u53d7\u773e\u300d\uff0c\u63d0\u9ad8\u5ee3\u544a\u6548\u76ca\uff01\u5982\u679c\u628aCRM\u548cDMP\u6bd4\u64ec\u70ba\u516c\u53f8\u5167\u696d\u52d9\u90e8\u9580\u5206\u5de5\u7684\u8a71\uff0c\u5927\u6982\u5c31\u662f\uff1a<br>CRM\uff1aMaintain Sales \u8001\u5ba2\u6236\u7dad\u6301\u578b<br>DMP\uff1aBusiness Development Sales \u65b0\u5ba2\u6236\u958b\u767c\u578b<\/p>\n\n\n\n<p>\u8b93\u6211\u5011\u5148\u4f86\u770b\u770bDMP\u7684\u61c9\u7528\u6d41\u7a0b\uff1a<\/p>\n\n\n\n<p><strong>1. \u8cc7\u6599\u8490\u96c6\u65b9\u5f0f\uff1a<br><\/strong>\u73fe\u5728\u53f0\u7063\u516c\u53f8\u5927\u591a\u662f\u4ee5<strong>cookie<\/strong>\u7684\u6280\u8853\uff0c\u5f9e\u4f01\u696d\u81ea\u8eab\u5b98\u7db2\u3001\u6d3b\u52d5\u9801\u9762\u3001\u96fb\u5546\u6216\u5176\u4ed6\u6578\u4f4d\u89f8\u9ede\uff0c\u8ffd\u8e64\u9ede\u64ca\u9032\u7ad9\u7684\u53d7\u773e\u700f\u89bd\u884c\u70ba\u3002\u570b\u5916\u4e5f\u6709\u5f88\u591a\u4ee5Device ID\u3001ADID\u3001UDID\u8207PII \u5be6\u540d\u8cc7\u8a0a\u7b49\u65b9\u5f0f\u8490\u96c6\u7684\uff0c\u4e0d\u904e\u6211\u5011\u5148\u8a0e\u8ad6\u6700\u5e38\u898b\u7684cookie\u3002<\/p>\n\n\n\n<p><strong>2. \u6578\u64da\u6a23\u8c8c\uff1a<br><\/strong>\u6211\u5011\u5c07cookie\u8ffd\u8e64\u7684\u53d7\u773e\u700f\u89bd\u884c\u70ba\u6574\u7406\u5f8c\uff0c\u5176\u8cc7\u6599\u7dad\u5ea6\u53ef\u4ee5\u662f\u300c\u8a2a\u5ba2\u6578\u300d\u3001\u300c\u700f\u89bd\u9801\u9762\u6578\u300d\u3001\u300c\u5de5\u4f5c\u968e\u6bb5\u300d\u3001\u300c\u700f\u89bd\u6642\u9577\u300d\u3001\u300c\u8df3\u51fa\u7387\u300d\u3001\u300c\u56de\u8a2a\u7387\u300d\u3001\u300c\u5730\u5340\u300d\u3001\u300c\u88dd\u7f6e\u300d\u7b49\u7b49\u3002DMP\u80fd\u5c07\u53d7\u773e\u7684\u7ad9\u5167\u700f\u89bd\u884c\u70ba\u505a\u51fa\u50cfGoogle Analytics (\u53c8\u7a31GA)\u90a3\u7a2e\u300cWeb Analytics \u7db2\u9801\u5206\u6790\u5de5\u5177\u300d\u7684\u5206\u6790\u3002\u800c\u8207GA\u4e0d\u540c\u7684\u5730\u65b9\u662f\uff0cGA\u7684\u8cc7\u6599\u4f7f\u7528\u6b0a\u90fd\u5b58\u5728Google\u8cc7\u6599\u5eab\u88e1\uff0c\u4e0d\u904eDMP\u8490\u96c6\u5230\u7684\u8cc7\u6599\u90fd\u662f\u81ea\u5df1\u7684\uff0c\u53ef\u4ee5\u81ea\u7531\u904b\u7528\uff01<\/p>\n\n\n\n<p><strong>3. \u6578\u64da\u904b\u7528\uff1a<\/strong><br>\u900f\u904e\u6f14\u7b97\u6cd5\uff0c\u6211\u5011\u5c07DMP\u88e1\u7684\u53d7\u773e(\u4e5f\u5c31\u662f\u8490\u96c6\u5230\u7684cookie)\u505a\u5206\u7fa4\uff0c\u5e6b\u4f01\u696d\u627e\u51fa\u54ea\u4e9b\u53d7\u773e\u7684\u7ad9\u5167\u884c\u70ba\u662f\u9ad8\u5ea6\u5fe0\u8aa0\u7684\uff0c\u5b9a\u7fa9\u70ba\u300cTA \u5fe0\u8aa0\u9867\u5ba2\u300d\uff0c\u628a\u5ee3\u544a\u6295\u653e\u5230\u4ed6\u5011\u7684\u700f\u89bd\u88dd\u7f6e\u4e0a\uff1b\u54ea\u4e9b\u53d7\u773e\u53ef\u80fd\u662f\u8aa4\u64ca\u8207\u4e0d\u611f\u8208\u8da3\u7684\uff0c\u5b9a\u7fa9\u70ba\u908a\u7de3\u9867\u5ba2\uff0c\u5728\u5ee3\u544a\u64cd\u4f5c\u4e0a\u5c07\u9019\u7fa4\u6392\u9664\u3002<\/p>\n\n\n\n<p><strong>4. \u7db2\u9801\u95dc\u806f\uff1a<\/strong><br>\u5f9e\u53d7\u773e\u5011\u5728\u4f01\u696d\u7db2\u7ad9\u5167\u7684\u700f\u89bd\u6b77\u7a0b\uff0c\u6211\u5011\u53ef\u4ee5\u627e\u51fa\u7522\u54c1\u7db2\u9801\u9593\u7684\u95dc\u806f\u6027\u4ee5\u505a\u884c\u92b7\u512a\u5316\u53c3\u8003\u3002\u4ee5\u96fb\u5546\u8209\u4f8b\uff0c\u559c\u6b61\u677e\u962a\u8c6c\u8089\u7684\u9032\u7ad9\u9867\u5ba2\uff0c\u88ab\u6f14\u7b97\u6cd5\u6b78\u7d0d\u51fa\u4ed6\u4e5f\u559c\u6b61\u9ab0\u5b50\u725b\u8089\uff0c\u6211\u5011\u4fbf\u53ef\u4ee5\u4f9d\u6b64\u505a\u5ee3\u544a\u6295\u905e\u53ca\u884c\u92b7\u6d3b\u52d5\u7684\u53c3\u8003\uff01<\/p>\n\n\n\n<p><strong>5. lookalike\uff1a<br><\/strong>\u5ee3\u544a\u4e3b\u53ef\u4ee5\u76f4\u63a5\u628a\u9019\u4e9b\u5fe0\u8aa0\u9867\u5ba2\u6578\u64da\u4e32\u63a5\u5230DSP \u5ee3\u544a\u6295\u653e\u5e73\u53f0\uff08\u5982Google Ads\uff09\u53bb\u505a\u300clookalike \u64f4\u5927\u76f8\u4f3c\u53d7\u773e\u300d\u3002\u4f8b\u5982\uff1a\u5f9eDMP\u7ad9\u5167\u7684100,000\u53d7\u773e\u88e1\uff0c\u6211\u5011\u627e\u51fa20,000\u500b\u5fe0\u8aa0\u9867\u5ba2(cookie)\u4e32\u63a5\u5230Google Ads\uff0c\u7136\u5f8cGoogle Ads\u6703\u4f9d\u7167\u901920,000\u500bcookie\u5728Google\u700f\u89bd\u5668\u7684\u4f7f\u7528\u7d00\u9304\u81ea\u52d5\u627e\u51fa\u8207\u4ed6\u5011\u76f8\u4f3c\u7684\u5ee3\u544a\u53d7\u773e\uff08\u53ef\u80fd\u6703\u64f4\u5927\u5230\u5e7e\u5341\u842c\u6bd4cookie\u6578\uff09\uff0c\u4e26\u5c07\u5ee3\u544a\u6295\u653e\u5230\u9019\u4e9bcookie\u7684\u88dd\u7f6e\u4e0a\uff0c\u9054\u6210\u7cbe\u6e96\u64f4\u5927\u884c\u92b7\uff01<br>\uff08\u8a3b\uff1aDMP\u768420,000\u500bcookie\u8207DSP\u5728\u505a\u8cc7\u6599\u4e32\u63a5\u6642\u6703\u6709\u4e00\u5b9a\u7684\u6d41\u5931\u7387\u3002\uff09<\/p>\n\n\n\n<p><strong>\u4ee5\u4e0a\u662f\u5728DMP\u5e73\u53f0\u5167\u80fd\u505a\u5230\u7684\u4e8b\u3002<br><\/strong>\u4f46\u662f\uff0c\u900f\u904e\u4e32\u63a5DMP\u7ad9\u5916\u5e73\u53f0\u7684\u624b\u6bb5\uff0cDMP\u9084\u80fd\u5e6b\u4f01\u696d\u5206\u6790\u9019\u4e9b\u5fe0\u8aa0\u9867\u5ba2\u7684\u884c\u70ba\u6a23\u8c8c\uff01\u8acb\u770b\u7b2c6\u9ede\u3002<\/p>\n\n\n\n<p><strong>6. 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