{"id":3106,"date":"2019-02-24T18:45:03","date_gmt":"2019-02-24T10:45:03","guid":{"rendered":"https:\/\/headlineforce.com\/?p=3106"},"modified":"2022-05-13T13:34:16","modified_gmt":"2022-05-13T05:34:16","slug":"martech%ef%bc%8dcdp%e5%ae%a2%e6%88%b6%e8%b3%87%e6%96%99%e5%b9%b3%e5%8f%b0%ef%bd%9c%e6%89%93%e9%80%9acrm%e8%88%87dmp%ef%bc%8c%e6%8f%8f%e7%b9%aa%e5%85%a8%e8%a1%8c%e9%8a%b7%e7%ae%a1%e9%81%93%e7%9a%84","status":"publish","type":"post","link":"https:\/\/headlineforce.com\/2019\/02\/24\/martech%ef%bc%8dcdp%e5%ae%a2%e6%88%b6%e8%b3%87%e6%96%99%e5%b9%b3%e5%8f%b0%ef%bd%9c%e6%89%93%e9%80%9acrm%e8%88%87dmp%ef%bc%8c%e6%8f%8f%e7%b9%aa%e5%85%a8%e8%a1%8c%e9%8a%b7%e7%ae%a1%e9%81%93%e7%9a%84\/","title":{"rendered":"Martech\uff0dCDP\u5ba2\u6236\u8cc7\u6599\u5e73\u53f0\uff5c\u6253\u901aCRM\u8207DMP\uff0c\u63cf\u7e6a\u5168\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u8f2a\u5ed3\uff01"},"content":{"rendered":"\n

5. CDP \u5ba2\u6236\u8cc7\u6599\u5e73\u53f0<\/strong><\/h3>\n\n\n\n

(CDP = Customer Data Platform)<\/strong><\/p>\n\n\n\n

CDP\u8490\u96c6\u5404\u500b\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u8cc7\u6599\uff0c\u4e00\u7ad9\u5f0f\u6574\u5408\u5206\u6790\u3001\u63cf\u7e6a\u51fa\u5ba2\u6236360\u00b0\u5168\u8c8c\uff01<\/strong><\/p>\n\n\n\n

CDP\u7b97\u662f\u6700\u65b0\u7684\u6578\u64da\u5e73\u53f0\uff0c\u5b83\u7684\u6982\u5ff5\u5f88\u5bb9\u6613\u8207DMP\u8207CRM\u641e\u6df7\uff0c\u539f\u56e0\u5c31\u5728\u65bc\u4ed6\u5011\u7684\u4eba\u7fa4\u6578\u64da\u6709\u591a\u8655\u4ea4\u96c6\u91cd\u5408\u3002\u4e0d\u904e\uff0cCDP\u7684\u767c\u5c55\u56e0\u70ba\u8a31\u591a\u89e3\u6c7a\u65b9\u6848\u5546\u81ea\u884c\u64f4\u5c55\u529f\u80fd\uff0c\u5b83\u7684\u6982\u5ff5\u5df2\u8b8a\u5f97\u8d8a\u4f86\u8d8a\u5ee3\uff0c\u672c\u6587\u6703\u4ee5\u5ee3\u7fa9\u7684\u89d2\u5ea6\u53bb\u89e3\u91cbCDP\uff01<\/p>\n\n\n\n

CDP\u63a1\u7d0dMartech\uff08\u5404\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u4e92\u52d5\u6578\u64da\uff09\u8207Adtech\uff08\u5c08\u6307\u6578\u4f4d\u5ee3\u544a\u6578\u64da\uff09\u7684\u512a\u52e2\uff0c\u70ba\u4f01\u696d\u5efa\u7acb\u4e00\u5957\u300c\u5168\u884c\u92b7\u7ba1\u9053\u300d\u7684\u5ba2\u6236\u8cc7\u6599\u7cfb\u7d71\u3002\u9019\u4e9b\u4f86\u81ea\u4e0d\u540c\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u6578\u64da\uff0c\u53ef\u4ee5\u6574\u5408\u5728\u4e00\u500b\u5e73\u53f0\u4e0a\u3002<\/p>\n\n\n\n

\uff08\u8a3b\uff1a\u884c\u92b7\u7ba1\u9053\uff1dMarketing Channel\uff09<\/p>\n\n\n\n

1. Data \u6578\u64da\u6e90\uff1a<\/strong><\/p>\n\n\n\n

\u65e2\u7136\u662f\u865f\u7a31\u8981\u63cf\u7e6a360\u00b0\u5ba2\u6236\u6a23\u8c8c\uff0cCDP\u8490\u96c6\u4e86\u4f86\u81ea\u5404\u500b\u884c\u92b7\u7ba1\u9053\u5de5\u5177\u7684\u7528\u6236\u6578\u64da\uff1a<\/p>\n\n\n\n

1. \u4f86\u81ea\u7dda\u4e0aDMP<\/mark><\/strong>\u7684\u533f\u540d\u6578\u64da\uff1a\u5ba2\u7fa4\u8f2a\u5ed3\uff08\u5ba2\u6236\u5011\u7684\u5e74\u9f61\u5206\u4f48\u5360\u6bd4\u3001\u7537\u5973\u4f54\u6bd4\u3001\u5730\u5340\u5360\u6bd4\uff09\u3001\u7dda\u4e0a\u884c\u70ba\u6b77\u7a0b\uff08\u6642\u5e38\u700f\u89bd\u65c5\u904a\u3001\u65e5\u97d3\u7b49\u76f8\u95dc\u6587\u7ae0\u7684\u5ba2\u6236\uff09\u3002
2. \u4f86\u81ea\u7dda\u4e0aCRM<\/mark><\/strong>\u6216POS<\/mark><\/strong>\u7684\u5be6\u540d\u6578\u64da\uff0c\u6216\u662f\u81ea\u6709Royalty Program \u5fe0\u8aa0\u6703\u54e1\u8a08\u5283\u6578\u64da\u3002
3. \u4f86\u81ea\u54c1\u724c\u81ea\u6709\u5a92\u9ad4<\/mark><\/strong>\uff08\u5404\u500b\u6d88\u8cbb\u89f8\u9ede\uff09\u7684\u4e92\u52d5\u6578\u64da<\/mark><\/strong>\uff0c\u5982Email\u3001Mobile\/Web Push\u3001App\u3001\u793e\u7fa4\u3001\u7c89\u7d72\u5c08\u9801\u7b49\u7684\u4e92\u52d5\uff08\u4f8b\u5982\u9ede\u958b\u90f5\u4ef6\u3001\u586b\u4e86\u6d3b\u52d5\u8868\u55ae\u6216\u662f\u9ede\u8b9a\u7684\u5ba2\u6236\uff09\u3002
4. \u751a\u81f3\u6709\u4e9b\u8207IoT<\/mark><\/strong>\u4e32\u9023\u7684\u88dd\u7f6e\uff08\u5982Smart TV\uff09\u6240\u89c0\u5bdf\u5230\u7684\u5ba2\u6236\u6d88\u8cbb\u8da8\u52e2\u90fd\u80fd\u88ab\u6574\u5408\u9032CDP\u505a\u8cc7\u6599\u5206\u6790\u3002<\/p>\n\n\n\n

2. Unification \u5165\u5eab\u6574\u5408\uff1a<\/strong><\/p>\n\n\n\n

CDP\u7684\u6578\u64da\u8655\u7406\u6a21\u5f0f\u4e0d\u662f\u50cf\u904e\u53bb\u300c\u7d50\u69cb\u5316\u8cc7\u6599\uff08\u7dad\u5ea6\u5df2\u5b9a\u7fa9\u597d\u4e14\u6574\u7406\u6210\u8868\u683c\u5f62\u5f0f\uff09\u300d\u6240\u4f7f\u7528\u7684\u300cSQL \u95dc\u806f\u5f0f\u8cc7\u6599\u5eab\u300d\u8655\u7406\u65b9\u6cd5\u3002<\/p>\n\n\n\n

\u5404\u500b\u884c\u92b7\u7ba1\u9053\u7684\u8cc7\u6599\u662f\u300c\u975e\u7d50\u69cb\u5316\u7684\uff08\u6709\u5404\u7a2e\u7dad\u5ea6\u672a\u6574\u7406\u6210\u8868\u683c\u5f62\u5f0f\uff09\u300d\uff0c\u56e0\u6b64\u7528\u300cBig Data \u5927\u6578\u64da\u6280\u8853\u300d\u7684\u300cNoSQL \u975e\u95dc\u806f\u5f0f\u8cc7\u6599\u5eab\u300d\u8655\u7406\u65b9\u6cd5\uff0c\u7d93\u904e\u8cc7\u6599\u9a57\u8b49\u3001\u6e05\u6d17\u3001\u5165\u5eab\u3001\u5206\u6790\u8207\u6574\u5408\u5f8c\u5f97\u51fa\u5168\u9762\u7684\u5206\u6790\u3002<\/p>\n\n\n\n

3. Cross-Device \u8de8\u88dd\u7f6e\u8f2a\u5ed3\uff1a<\/strong><\/p>\n\n\n\n

\u7d93\u904e\u8cc7\u6599\u7684\u6574\u5408\u5206\u6790\u5f8c\uff0c\u6211\u5011\u53ef\u4ee5\u5f97\u51fa\u8de8\u88dd\u7f6e\u7684\u4eba\u7fa4\u8f2a\u5ed3\uff0c\u5982\u533f\u540d\u9867\u5ba2<\/mark><\/strong>\u3001\u5be6\u540d\u9867\u5ba2<\/mark><\/strong>\u3001\u5fe0\u8aa0\u6703\u54e1\u9867\u5ba2<\/mark><\/strong>\u3001Lookalike \u64f4\u5927\u53d7\u773e<\/mark><\/strong>\u7b49\u3002<\/p>\n\n\n\n

4. Segmentation \u9867\u5ba2\u5206\u7d44\uff1a<\/strong><\/p>\n\n\n\n

\u5229\u7528\u8de8\u88dd\u7f6e\u7684\u5ba2\u6236\u8f2a\u5ed3\uff0c\u6211\u5011\u53ef\u4ee5\u91dd\u5c0d\u4e0d\u540c\u7684\u5ee3\u544a\u63a8\u64ad\u7b56\u7565\u4f86\u7d44\u5408\u51fa\u4e0d\u540c\u7684\u5ba2\u6236\u5206\u7d44\uff0c\u5c31\u53ef\u4ee5\u5c0d\u4e0d\u540c\u7684\u5ba2\u7fa4\u505a\u500b\u6027\u5316\u884c\u92b7\u4e86\uff01<\/p>\n\n\n\n

\u5148\u505a\u500b\u5c0f\u7d50\uff01<\/mark>
<\/strong>\u6211\u5011\u53ef\u4ee5\u628aCDP\u60f3\u6210\u662f\u4e00\u500b\u6db5\u84cbCRM\u7684\u8001\u5ba2\u6236\u8207DMP\u7684\u6f5b\u5728\u5ba2\u6236\u6578\u64da\u512a\u52e2\uff0c\u904b\u7528\u975e\u95dc\u806f\u6027\u8cc7\u6599\u5eab\uff08NoSQL\uff09\u7684\u6280\u8853\u5206\u6790\u5ba2\u6236\u5168\u8c8c\u3002<\/p>\n\n\n\n

\u66ab\u505c\uff0c\u8ac7\u4e00\u4e0bCDP\u7bc4\u7587\uff1a<\/mark><\/strong>
\u72f9\u7fa9\u5730\u5f9e\u5b57\u9762\u4e0a\u4f86\u770b\uff0c\u300cCDP \u5ba2\u6236\u8cc7\u6599\u5e73\u53f0\u300d\u61c9\u53ea\u5305\u542b\u5230\u6578\u64da\u8655\u7406\u80fd\u529b\u7684\u300c\u8f2a\u5ed3\u63cf\u7e6a\u300d\u8207\u300c\u5ba2\u6236\u5206\u7d44\u300d\u7684\u7bc4\u7587\u3002\u4e0d\u904e\u76ee\u524d\u5ee3\u7fa9\u4e0a\u7684CDP\u6b63\u7a4d\u6975\u5730\u5728\u5167\u90e8\u5efa\u7f6e\u6216\u5f9e\u5916\u90e8\u4e32\u63a5\u5404\u7a2e\u5ee3\u544a\u57f7\u884c\u5e73\u53f0\u5982\uff1a\u300c\u884c\u92b7\u96f2\u300d\u4e0b\u7684\u5404\u500b\u884c\u92b7\u7ba1\u7406\u5de5\u5177\u3001\u300c\u5ee3\u544aDSP\u300d\u3001\u300c\u96f6\u552eKiosk\u6a5f\u53f0\u300d\u7b49\u4f86\u6eff\u8db3\u5f9e\u8cc7\u6599\u5206\u6790\u5230\u57f7\u884c\u7684\u4e00\u7ad9\u5f0f\u6574\u5408\u65b9\u6848\uff01<\/p>\n\n\n\n

5. Action \u884c\u92b7\u6d3b\u52d5\uff1a<\/strong><\/p>\n\n\n\n

\u82e5CDP\u6709\u5728\u5167\u90e8\u5efa\u7f6e\u6216\u5916\u90e8\u4e32\u63a5\u5ee3\u544a\u57f7\u884c\u5e73\u53f0\uff0c\u5982\u5404\u884c\u92b7\u81ea\u52d5\u5316\u5de5\u5177\u8207\u884c\u92b7\u96f2\uff0c\u4fbf\u53ef\u5c07\u8de8\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u5206\u7fa4\uff08\u8cc7\u6599\u6574\u5408\u5206\u6790\u5f8c\u7684\u7d50\u679c\uff09\u62ff\u5230\u5c0d\u61c9\u7684\u5404\u500b\u7ba1\u9053\u505a\u884c\u92b7\u6d3b\u52d5\u63a8\u64ad\uff0c\u5b8c\u6210\u5f9e\u6536\u7d0d\u6578\u64da\u3001\u6574\u5408\u5206\u6790\u3001\u5167\u5bb9\u7ba1\u7406\u76f4\u5230\u5ee3\u544a\u6295\u905e\u90fd\u6574\u5408\u7684\u300c\u5168\u884c\u92b7\u7ba1\u9053\u6574\u5408\u5f0f\u884c\u92b7\u300d\u89e3\u6c7a\u65b9\u6848\uff01<\/p>\n\n\n\n

\u9019\u6642\u5019\uff0cCDP\u7684\u6982\u5ff5\u5c31\u6703\u6709\u9ede\u548c\u884c\u92b7\u96f2\u91cd\u758a\uff0c\u4e0d\u904eCDP\u91cd\u7684\u662f\u8de8\u884c\u92b7\u7ba1\u9053\u7684\u8cc7\u6599\u5206\u6790\u80fd\u529b\uff0c\u800c\u884c\u92b7\u96f2\u6ce8\u91cd\u7684\u662f\u5404\u884c\u92b7\u81ea\u52d5\u5316\u5de5\u5177\u6574\u5408\u7684\u80fd\u529b\u3002<\/p>\n\n\n\n

\u5faa\u74b0\u6d3b\u5316<\/strong><\/p>\n\n\n\n

\u5c07\u884c\u92b7\u5ee3\u544a\u63a8\u64ad\u5230\u6d88\u8cbb\u8005\u8eab\u4e0a\u5f8c\uff0c\u8a72\u6b21\u7684\u4e92\u52d5\u6578\u64da\u53ef\u4ee5\u518d\u6b21\u8490\u96c6\u5229\u7528\uff0c\u8cc7\u6599\u56de\u6d41\u5230\u7b2c\u4e00\u6b65\u9a5f\u300cData \u6578\u64da\u4f86\u6e90\u300d\uff0c\u5b8c\u6210\u4e00\u6b21\u6709\u6548\u5ee3\u544a\u8207\u6578\u64da\u5faa\u74b0\uff0c\u8b93\u6578\u64da\u8d8a\u6efe\u52d5\u8d8a\u7cbe\u78ba\uff01<\/p>\n\n\n\n

\u7cfb\u7d71\u4e32\u63a5<\/strong><\/p>\n\n\n\n

\u73fe\u5728\u696d\u754c\u4e5f\u6709\u4f01\u696d\u6703\u5c07\u300c\u8de8\u884c\u92b7\u7ba1\u9053\u7684CDP\u8cc7\u6599\u300d\u8207\u300c\u8de8\u884c\u92b7\u7ba1\u9053\u63a8\u64ad\u7684\u884c\u92b7\u96f2\u300d\u6574\u5408\u5728\u4e00\u8d77\uff01
\u8acb\u898b\u4e0b\u5716\u7c21\u6613\u7684CDP\u8207\u884c\u92b7\u96f2\u4e32\u63a5\u61c9\u7528\u5716\u3002<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

CDP\u8207\u884c\u92b7\u96f2\u4e32\u63a5\u5f8c\uff08\u6216\u8005\u884c\u92b7\u96f2\u81ea\u5df1\u5167\u5efaCDP\u822c\u7684\u5168\u884c\u92b7\u7ba1\u9053\u5206\u6790\u7cfb\u7d71\uff09\uff0c\u5f37\u5927\u7684\u6578\u64da\u7d71\u5408\u80fd\u529b\u80fd\u8b93\u884c\u92b7\u96f2\u5b8c\u6210\u300c\u8de8\u884c\u92b7\u7ba1\u9053\u300d<\/strong>\u7684\u300c\u500b\u4eba\u5316\u81ea\u52d5\u63a8\u64ad\u300d<\/strong>\uff01\u800c\u9019\u5c31\u662f\u6211\u5011\u5728\u4e0a\u4e00\u7bc7\u884c\u92b7\u96f2\u6240\u63d0\u5230\u7684\u8de8\u884c\u92b7\u7ba1\u9053\u63a8\u64ad\uff0c\u5982\u4e0b\u5716\uff01<\/p>\n\n\n\n

\u4f60\u8207\u4f60\u5ba2\u6236\u7684\u6d88\u8cbb\u89f8\u9ede\u5b8c\u5168\u4e0d\u9593\u65b7\uff0c\u800c\u4e14\u6bcf\u6b21\u7684\u63a8\u64ad\u90fd\u6253\u4e2d\u5ba2\u6236\u6d88\u8cbb\u7684\u8981\u5bb3\uff0c\u9019\u5c31\u662fCDP\u6709\u5225\u65bcDMP\u66f4\u5f37\u5927\u7684\u5730\u65b9\uff01<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\n\n\n\n

\u76f8\u95dc\u95b1\u8b80<\/strong>
\u4ee5\u6578\u64da\u9a45\u52d5\u7684MarTech\u529f\u80fd\u67b6\u69cb\uff5cCRM\u3001MA\u3001DMP\u3001Marketing Cloud\u3001CDP<\/a>
Martech\uff0dMarketing Cloud\u884c\u92b7\u96f2\uff5c\u6574\u5408\u8cc7\u6599\u5eab\u8207\u884c\u92b7\u81ea\u52d5\u5316\uff0c\u4e00\u500b\u8edf\u9ad4\u6253\u5929\u4e0b\uff01<\/a>
Martech\uff0dMA\u884c\u92b7\u81ea\u52d5\u5316\uff5c\u81ea\u52d5\u5c0d\u6bcf\u500b\u884c\u92b7\u7ba1\u9053\u505a\u500b\u6027\u5316\u7684\u5ee3\u544a\u63a8\u64ad\uff01<\/a>
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<\/a>
Martech\uff0dCRM\u5ba2\u6236\u95dc\u4fc2\u7ba1\u7406\uff5c\u7ba1\u7406\u6703\u54e1\u8207\u4e92\u52d5\u6d41\u7a0b\uff0c\u5275\u9020\u4fc3\u92b7\u5546\u6a5f\uff01<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

5. CDP \u5ba2\u6236\u8cc7\u6599\u5e73\u53f0 (CDP = Customer Data Platform) CDP\u8490\u96c6\u5404\u500b\u884c\u92b7\u7ba1\u9053\u7684\u5ba2\u6236\u8cc7\u6599\uff0c\u4e00\u7ad9\u5f0f\u6574\u5408\u5206\u6790\u3001\u63cf\u7e6a\u51fa\u5ba2\u6236360\u00b0\u5168\u8c8c\uff01 CDP\u7b97\u662f\u6700\u65b0\u7684\u6578\u64da\u5e73\u53f0\uff0c\u5b83\u7684\u6982\u5ff5\u2026<\/p>\n","protected":false},"author":7,"featured_media":3107,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[25],"tags":[],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":4}},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/headlineforce.com\/wp-content\/uploads\/2022\/05\/25.png?fit=400%2C208&ssl=1","_links":{"self":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3106"}],"collection":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/comments?post=3106"}],"version-history":[{"count":3,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3106\/revisions"}],"predecessor-version":[{"id":3312,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3106\/revisions\/3312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/media\/3107"}],"wp:attachment":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/media?parent=3106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/categories?post=3106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/tags?post=3106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}