{"id":54602,"date":"2018-08-21T10:57:07","date_gmt":"2018-08-21T02:57:07","guid":{"rendered":"http:\/\/www.fagao.me\/?p=54602"},"modified":"2018-08-21T10:57:07","modified_gmt":"2018-08-21T02:57:07","slug":"op-ed-%e8%a1%a1%e9%87%8f%e5%93%81%e7%89%8c%e4%bc%a0%e6%92%ad%e6%9c%80%e5%ae%8c%e7%be%8e%e7%9a%84kpi%e6%98%af%e4%bb%80%e4%b9%88-2","status":"publish","type":"post","link":"https:\/\/www.fagao.me\/p\/54602.htm","title":{"rendered":"OP-ED | \u8861\u91cf\u54c1\u724c\u4f20\u64ad\u6700\u5b8c\u7f8e\u7684KPI\u662f\u4ec0\u4e48"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/www.fagao.me\/images\/uploads\/F026.jpg\" 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\u2014\u2014 KPI\u77ed\u89c6\u75c7\u3002<\/p>\n<p>KPI\u77ed\u89c6\u75c7\u7684\u8d77\u56e0\uff0c\u662f\u7531\u4e8e\u201cbranding<a class=\"tag-links\" href=\"https:\/\/www.fagao.me\/p\/t\/149\">\u54c1\u724c\u4f20\u64ad<\/a>\u201d\u884c\u4e3a\u5bf9\u6d88\u8d39\u8005\u5f71\u54cd\u7684\u5982\u540c\u9ed1\u7bb1\u3001\u957f\u671f\u4ef7\u503c\u65e0\u6cd5\u91cf\u5316\u3002\u4e3a\u4e86\u65b9\u4fbf\u8861\u91cf\u5e02\u573a\u4eba\u7684\u4efb\u52a1\uff0c\u6211\u4eec\u4e0d\u5f97\u4e0d\u8bbe\u7f6e\u4e00\u4e9b\u5177\u4f53\u800c\u770b\u4f3c\u5408\u7406\u7684\u6570\u5b57\uff0c\u9664\u4e86\u83b7\u5ba2\uff0c\u8fd8\u5305\u62ec\u66dd\u5149\u91cf\u3001\u4e92\u52a8\u91cf\u7b49\u6307\u6807\u3002<\/p>\n<p>\u4f3c\u4e4e\uff0c\u6211\u4eec\u4e00\u76f4\u6ca1\u6709\u66f4\u597d\u7684\u65b9\u5f0f\u5e73\u8861short term\u548clong term\u7684\u6295\u5165\u3002<\/p>\n<p>\u771f\u7684\u53ea\u80fd\u8fd9\u6837\u4e48\uff1f<\/p>\n<p><strong>\u4e8c\u3001\u5c1d\u8bd5<\/strong><\/p>\n<p>\u5230\u5e95\u5b58\u4e0d\u5b58\u5728\u6700\u5b8c\u7f8e\u7684KPI\uff1f<\/p>\n<p>\u5176\u5b9e\u6709\u5f88\u591a\u4f01\u4e1a\/\u7ec4\u7ec7\u5728\u201c\u52aa\u529b\u201d\u89e3\u51b3\u8fd9\u4e2a\u5e73\u8861\u95ee\u9898\uff0c\u6211\u4eec\u4e00\u4e2a\u4e2a\u6765\u770b\uff1a<\/p>\n<p><strong>\u79d1\u6280\u5de8\u5934\u4ece\u6e20\u9053\u5207\u5165<\/strong><\/p>\n<p>BAT\u5b9e\u9645\u4e0a\u5c31\u662f\u5a92\u4f53\u548c\u6e20\u9053\u7684\u5784\u65ad\u65b9\uff0c\u53ea\u4e0d\u8fc7\u5b83\u4eec\u4e92\u76f8\u4e4b\u95f4\u7684\u4f18\u52bf\u4e0d\u540c\u800c\u5df2\u3002\u5728\u8fd1\u4e24\u5e74\uff0c\u963f\u91cc\u63d0\u51fa\u6765\u4e86<span><strong>\u5168\u57df\u8425\u9500unimarketing<\/strong><\/span>\uff0c\u817e\u8baf\u63d0\u51fa\u4e86\u81ea\u5df1\u7684<span><strong>\u667a\u80fd\u8425\u9500\u4e91<\/strong><\/span>\uff0c\u767e\u5ea6\u4e5f\u6709\u57fa\u4e8e\u4eba\u5de5\u667a\u80fd\u7684<span><strong>Omnimarketing<\/strong><\/span>\u3002<\/p>\n<p>\u5176\u5b9e\u5b83\u4eec\u7684\u601d\u8def\u90fd\u662f\u501f\u52a9\u5404\u81ea\u62e5\u6709\u7684\u6570\u636e\u3001\u5206\u6790\u80fd\u529b\u548c\u5a92\u4ecb\u6e20\u9053\u6765\u8fbe\u5230\u66f4\u597d\u7684\u8425\u9500\u6548\u679c\u3002<\/p>\n<\/p>\n<p>\u542c\u8d77\u6765\u90fd\u5f88\u5389\u5bb3\uff0c\u4f46\u6211\u5bf9\u8fd9\u4e9b\u201c\u5927\u8bcd\u201d\u5411\u6765\u662f\u4e0d\u770b\u597d\u7684&#8230;\u4ece\u5e38\u8bc6\u51fa\u53d1\uff0c\u4e09\u5bb6\u5e76\u6ca1\u6709\u54ea\u4e00\u5bb6\u662f\u771f\u6b63\u53ef\u4ee5\u7f3a\u5c11\u7684\uff0c\u800c\u5b83\u4eec\u5404\u81ea\u5ba3\u4f20\u7684\u76ee\u7684\u4e5f\u53ea\u662f\u8bf4\u670d\u4f60\u66f4\u591a\u8d2d\u4e70\u5e7f\u544a\u4ea7\u54c1\u3002<\/p>\n<p>\u4ee5\u963f\u91cc\u4e3a\u4f8b\uff0c\u901a\u8fc7\u6218\u7565\u6295\u8d44\u5c42\u9762\u7684\u8fd0\u4f5c\uff0c\u963f\u91cc\u9664\u4e86\u662f\u6700\u9760\u8fd1\u201c\u8f6c\u5316\u201d\u7684\u7ebf\u4e0a\u7ec8\u7aef\uff08\u7535\u5546\uff09\u5784\u65ad\u65b9\uff0c\u9646\u7eed\u5e03\u5c40\u4e86\u7ebf\u4e0b\u7ec8\u7aef\uff08\u65b0\u96f6\u552e\uff09\u3001\u5a92\u4f53\u5a31\u4e50\uff08\u542b\u5fae\u535a\u3001UC\u3001\u5f71\u97f3\u6587\u4f53\u7b49\uff09\u3001\u4e91\u670d\u52a1\u8fd9\u4e9b\u91cd\u91cf\u7ea7toB\u670d\u52a1\u3002\u5f88\u5e9e\u5927\uff0c\u5de8\u5927\u65e0\u6bd4\uff0c\u5f15\u752836kr\u95eb\u6d69\u7684\u8bdd\u8bf4<\/p>\n<p>\u201c\u963f\u91cc\u8868\u9762\u770b\u662f2C\u5b9e\u9645\u4e0a\u662f2B\u7684\u516c\u53f8\uff0c\u8fd9\u662f\u4f01\u4e1a\u7684DNA\u201d\u3002<\/p>\n<p>\u5176\u4ed6\u884c\u4e1a\u7684\u5e7f\u544a\u4e3b\u4eec\u81ea\u7136\u90fd\u662f\u5b83\u6700\u5927\u7684\u5ba2\u6237\uff0c\u963f\u91cc\u6562\u8bf4\u5168\u57df\u3001unimarketing\uff0c\u751a\u81f3\u6562\u8bf4\u54c1\u6548\u5408\u4e00\uff08\u6700\u8fd1\u4f3c\u4e4e\u6539\u6210\u4e86\u54c1\u6548\u534f\u540c\uff09\u3002<\/p>\n<p>\u54c1\u6548\u5408\u4e00\uff0c\u4e5f\u5c31\u662f\u5e2e\u4f60\u5356\u8d27\u7684\u540c\u65f6\u5e26\u53bb\u957f\u8fdc\u7684\u54c1\u724c\u5f71\u54cd\uff0c\u6216\u53cd\u4e4b\u3002\u5b9e\u9645\u4e0a\u8fd9\u4e2a\u8bf4\u6cd5\u5728\u6709\u5e38\u8bc6\u7684\u8425\u9500\u4eba\u90a3\u91cc\u90fd\u5e94\u8be5\u6ca1\u6709\u5e02\u573a\uff0c\u5982\u679c\u4f60\u4fe1\u4e86\uff0c\u90a3\u4f60\u53ef\u80fd\u8fd8\u8981\u518d\u53cd\u601d\u53cd\u601d\u3002\u7528\u8ba1\u7b97\u5e7f\u544a\u7684\u5218\u9e4f\u8001\u5e08\u7684\u8bf4\u6cd5\uff1a<\/p>\n<p>\u201c\u54c1\u201d\u548c\u201c\u6548\u201d\u662f\u4e0d\u540c\u7684\u5e7f\u544a\u76ee\u7684\uff0c\u4ed6\u4eec\u8fd8\u6ca1\u6709\u53ef\u4ee5\u5408\u4e00\u7684\u57fa\u7840\u3002<\/p>\n<p>\u6211\u6765\u89e3\u91ca\u4e00\u4e0b\uff0c\u5c31\u662f\u54c1\u724c\u957f\u6548\u548c\u9500\u552e\u77ed\u6548\u662f\u9a74\u5934\u4e0d\u5bf9\u9a6c\u5634\uff0c\u6570\u636e\u518d\u5f3a\uff0c\u4e5f\u4f9d\u7136\u6ca1\u6709\u89e3\u51b3branding\u600e\u4e48\u91cf\u5316\u4ef7\u503c\u3001\u600e\u4e48\u5f52\u56e0\u7684\u95ee\u9898\uff0c\u628a\u5b83\u4eec\u5408\u5728\u4e00\u8d77\u8bf4\u5c31\u662f\u6536\u4e2a\u667a\u5546\u7a0e\u3002<\/p>\n<p><strong>\u8c03\u7814\u76d1\u6d4b\u516c\u53f8\u4ece\u6d88\u8d39\u8005\u884c\u4e3a\u5207\u5165<\/strong><\/p>\n<p>\u8c03\u7814\u516c\u53f8\u3001\u76d1\u6d4b\u516c\u53f8\u548c\u6570\u636e\u79d1\u6280\u516c\u53f8\u4eec\u6309\u8bf4\u662f\u6700\u4ee3\u8868\u7532\u65b9\u5229\u76ca\u7684\uff0c\u4f46\u4ed6\u4eec\u771f\u7684\u6709\u529e\u6cd5\u4e48\uff1f<\/p>\n<p>\u5927\u591a\u6570\u8c03\u7814\u516c\u53f8\u505a\u7684\u662f\u7ecf\u5178\u7684\u5b9a\u6027\u8c03\u7814\uff0c\u4f7f\u7528\u8fd9\u79cd\u65b9\u6cd5\u4e86\u89e3\u6d88\u8d39\u8005\u7684\u6709\/\u65e0\u63d0\u793a\u53cd\u9988\uff0cawareness\u5566\u3001loyalty\u5566\u3002\u4ece\u7b56\u7565\u4eba\u7684\u89c2\u70b9\u6765\u770b\uff0c\u6211\u89c9\u5f97\u597d\u7684\u4f20\u7edf\u8c03\u7814\u53cd\u800c\u8d8a\u6765\u8d8a\u91cd\u8981\uff0c\u597d\u7684moderateor\u5e94\u8be5\u662f\u6bd4\u597d\u7684\u6570\u636e\u5206\u6790\u5e08\u5c11\u7684&#8230;.\u4f46\u6709\u4e24\u4e2a\u95ee\u9898\u56f0\u6270\uff0c\u2460\u5b9a\u6027\u624b\u6bb5\u5bf9branding\u91cf\u5316\u8fd8\u662f\u65e0\u80fd\u4e3a\u529b\u3002\u2461\u6210\u672c\u592a\u9ad8\uff0c\u5927\u54c1\u724c\u624d\u80fd\u4e70\u5f97\u8d77\u3002<\/p>\n<p>\u76d1\u6d4b\u516c\u53f8\u548c\u4e00\u4e9b\u6570\u636e\u79d1\u6280\u516c\u53f8\u518d\u73a9\u4e00\u4e9b\u65b0\u9c9c\u7684\u76d1\u6d4b\u65b9\u6cd5\uff0c\u4f46\u4f3c\u4e4e\u4e5f\u53ea\u662f\u4ee5\u4f20\u64ad\u5f00\u59cb\u4e4b\u524d\u7684pre-test\u6d3b\u52a8\u4e3a\u4e3b\u3002\u4f8b\u5982\uff0c\u901a\u8fc7\u773c\u52a8\u6d4b\u8bd5\u6765\u5224\u65ad\u6d88\u8d39\u8005\u7684\u6ce8\u610f\u529b\u548c\u6392\u65a5\u6027\uff0c\u5229\u7528\u76ae\u7535\u6d4b\u8bd5\u53bb\u770b\u6d88\u8d39\u8005\u5bf9TVC\u91cc\u90a3\u4e9b\u753b\u9762\u573a\u666f\u6709\u66f4\u591a\u7684\u60c5\u7eea\u53cd\u9988\u7b49\u7b49&#8230;\u4f46\u8fd9\u7b14\u521b\u610f\u7684\u6295\u5165\uff0c\u4ec0\u4e48\u65f6\u5019\u4f1a\u4fc3\u4f7f\u6d88\u8d39\u8005\u8f6c\u5316\u5462\uff1f\u5927\u95ee\u9898\u8fd8\u662f\u6ca1\u6709\u89e3\u51b3\u3002<\/p>\n<\/p>\n<p>Source\uff1aXinsight<\/p>\n<p>btw\uff0c\u6211\u4e0e\u77e5\u4e4e\u4e0a\u4e00\u4f4d\u795e\u7ecf\u8425\u9500\u76f8\u5173\u4e13\u4e1a\u5728\u8bfb\u7684\u535a\u58eb\u751f\u804a\u8fc7\uff0c\u5979\u63d0\u5230\u4e2d\u56fd\u5927\u9646\u76ee\u524d\u771f\u6b63\u8fd0\u7528\u795e\u7ecf\u8425\u9500\u5b66\u53bb\u505a\u7814\u7a76\u7684\u592a\u5c11\uff0c\u53ea\u67092\u5bb6\uff08\u597d\u50cf\uff09\u3002\u95ee\u9898\u8fd8\u662f\uff1a\u53ea\u80fd\u7528\u6765\u6d4b\u6d4b\u521b\u610f\uff0c\u4e14\u6838\u78c1\u5171\u632f\u8bbe\u5907\uff08fMRI\uff09\u8fd9\u79cd\u4e1c\u897f\u7684\u4ef7\u683c\u592a\u6602\u8d35&#8230;<\/p>\n<p><strong>\u4e59\u65b9\u516c\u53f8\u4ece\u56e0\u679c\u5173\u7cfb\u5207\u5165<\/strong><\/p>\n<p>\u4e59\u65b9\u516c\u53f8\u5f53\u7136\u5927\u8c08\u7279\u8c08branding\u7684\u6548\u679c\uff0c\u6709\u738b\u5a46\u5356\u74dc\u4e4b\u5acc\u3002\u9664\u4e86\u4e59\u65b9\u6bcf\u5e74\u51fa\u5177\u7684\u62a5\u544a\u548c\u5404\u5927\u5956\u9879&#8230;\u6211\u60f3\u5206\u4eab\u7684\u662f\u8457\u540d\u7684<span><strong>\u82f1\u56fd\u5e7f\u544a\u534f\u4f1a\uff08IPA\uff09<\/strong><\/span>\u7684\u4e00\u4e9b\u7814\u7a76\u3002\u4f5c\u4e3a\u67d0\u79cd\u7a0b\u5ea6\u4e0a\u7684\u4e59\u65b9\u4ee3\u8868\uff0cIPA\u4e00\u76f4\u81f4\u529b\u7814\u7a76branding\u6295\u5165\u548c\u5b9e\u9645\u6548\u679c\u4e4b\u95f4\u7684\u5f52\u56e0\u5206\u6790\u3002<\/p>\n<p>\u5b83\u4eec\u57282011\u5e74\u5c31\u5f00\u59cb\u4f7f\u7528\u4e00\u4e2a\u6307\u6807\u53ebESOV\uff08excess share of voice\uff09\uff0cESOV=\u54c1\u724c\u7684\u58f0\u91cf\u4efd\u989d\uff08SOV\uff09 &#8211; \u5e02\u573a\u4efd\u989d\uff08SOM\uff09\u3002SOV\u5728\u4f20\u7edfATL\/BTL\u6e20\u9053\u53ef\u4ee5\u76f4\u63a5\u7528\u9884\u7b97\u6295\u5165\u6bd4\u4f8b\uff08share of spending\uff09\u6765\u8861\u91cf\uff0c\u4f46digital\/social\u65f6\u4ee3\u540e\uff0c\u8fd9\u4e2aSOV\u5c31\u975e\u5e38\u96be\u529e\u4e86\uff0c\u6d88\u8d39\u8005\u5728\u5fae\u535a\u5fae\u4fe1\u4e0a\u7684\u8f6c\u53d1\u3001\u81ea\u53d1\u7b97\u4e0d\u7b97\u8fdb\u53bb\uff1f\u5982\u4f55\u6d4b\u91cf\uff1f<\/p>\n<p>\u6240\u4ee5ESOV\u53ea\u80fd\u505a\u4e00\u4e2a\u6307\u5bfc\u6027\u6307\u6807\uff0c\u5b83\u544a\u8bc9\u54c1\u724c\u4e00\u5b9a\u8981\u8d85\u989d\u6295\u5165\uff0c\u8d85\u989d\u6295\u5165\u4f1a\u6709\u4e2a\u957f\u671f\u7684\u6548\u7387\uff0c\u5e26\u6765\u4e1a\u7ee9\u589e\u957f \u2014\u2014 \u5b9e\u9645\u4e0a\u4e5f\u6ca1\u7ed9\u52fa\u5b50\uff0cIPA\u53ea\u662f\u5f3a\u8c03creativity\u5f88\u91cd\u8981\u3002<\/p>\n<\/p>\n<p>Source\uff1aPeter Field on maximising campaign efficiency using the IPA Effectiveness Databank<\/p>\n<p>\u597d\u5427&#8230;..\u7b80\u5355\u603b\u7ed3\u8fd9\u4e09\u65b9\u7684\u5c1d\u8bd5\uff0c\u5728\u91cf\u5316branding\u548c\u627e\u5230\u4e00\u4e2a\u53ef\u8861\u91cf\u6307\u6807\u4e0a\uff0c\u6ca1\u6709\u7ed3\u8bba\u3002<\/p>\n<p><strong>\u4e09\u3001\u5b9a\u8bba<\/strong><\/p>\n<p>\u67e5\u9605\u4e86\u5f88\u591a\u8d44\u6599\uff0c\u5176\u5b9e\u8fd9\u4e2a\u91cf\u5316\u548cKPI\u7684\u95ee\u9898\u6211\u4e2a\u4eba\u5f97\u51fa\u4e86\u57fa\u672c\u5b9a\u8bba\uff1a<\/p>\n<p>\u4ece\u6839\u672c\u4e0a\u8bf4\u8fd9\u662f\u4e00\u4e2a\u4e0d\u80fd\u88ab\u89e3\u51b3\u7684\u95ee\u9898\u3002<\/p>\n<p>\u8981\u627e\u5230\u5b8c\u7f8e\u7684KPI\u53bb\u8861\u91cf\u8425\u9500\u6548\u679c\uff0c\u9996\u5148\u8981\u628a\u6240\u8c13branding\u7684\u957f\u671f\u5f71\u54cd\u7ed9\u5177\u4f53\u91cf\u5316\uff0c\u4f46\u8fd9\u4e0d\u53ef\u80fd\u505a\u5230\u3002<\/p>\n<\/p>\n<p>\u6709\u4eba\u53ef\u80fd\u4f1a\u95ee\uff0c\u4ec0\u4e48\u4e16\u754c\u54c1\u724c\u5b9e\u9a8c\u5ba4\u3001BRANDZ\u7b49\u673a\u6784\u6bcf\u5e74\u4e0d\u90fd\u5728\u7ed9\u54c1\u724c\u4ef7\u503c\u6253\u5206\u505a\u6392\u884c\u4e48\uff1f\u4e3a\u4ec0\u4e48\u4e0d\u80fd\u91cf\u5316\u5462\uff1f<\/p>\n<p>\u6ca1\u9519\uff0c\u4f46\u4ed6\u4eec\u4e5f\u53ea\u80fd\u53bb\u505a\u65e2\u6709\u7684\u5df2\u79ef\u7d2f\u7684\u54c1\u724c\u8d44\u4ea7\u8861\u91cf\u3002\u4f8b\u5982\uff0cY&amp;R\u65d7\u4e0b\u7684BAV\u54c1\u724c\u8d44\u4ea7\u8bc4\u4f30\u5c31\u662f\u4ece\u4e0b\u56fe\u8fd9\u56db\u4e2a\u65b9\u9762\u53bb\u8c03\u7814\uff0c\u4f46\u5b9a\u6027\u8c03\u7814\u7684\u65b9\u5f0f\u5728\u5feb\u901f\u4f20\u64ad\u65f6\u4ee3\u4e0d\u53ef\u80fd\u6bcf\u6b21\u90fd\u7528\uff0c\u4f60\u4e5f\u65e0\u6cd5\u4e86\u89e3\u6211\u4eec\u8986\u76d6\u7684\u51e0\u4e07\u51e0\u5343\u4e07\u4e2a\u5927\u8111\u7684\u6001\u5ea6\u3001\u60c5\u7eea\u3001\u8ba4\u77e5\u6c34\u5e73\u3002<\/p>\n<\/p>\n<p>Source\uff1aBAV\u5185\u90e8\u57f9\u8bad\u6587\u6863<\/p>\n<p>\u6362\u53e5\u8bdd\u8bf4\u8bf4\uff1a<\/p>\n<p><strong>\u62bd\u8c61\u7684\uff08\u4e3b\u89c2\u7684\uff09\u7247\u9762\u7684\uff08\u62bd\u6837\uff09\u91cf\u5316\u800c\u5df2<\/strong><\/p>\n<p>\u5728\u4ece\u706b\u70ed\u7684\u8ba4\u77e5\u79d1\u5b66\u89d2\u5ea6\u6765\u770b\uff08\u6211\u4e00\u76f4\u8ba4\u4e3a\u7406\u89e3\u8fd9\u4e9b\u8ba4\u77e5\u79d1\u5b66\u6982\u5ff5\u975e\u5e38\u91cd\u8981\uff09\uff0c\u4f8b\u5982\uff0c\u5982\u679c\u4f60\u77e5\u9053\u542f\u53d1\u6cd5\u662f\u4ec0\u4e48\uff0c\u5c31\u4f1a\u4e86\u89e3\u4e3a\u4f55\u4eba\u7684\u884c\u4e3a\u53d7\u63a7\u4e8e\u73af\u5883\uff0c\u957f\u671f\u6765\u770b\u53c8\u53d7\u5230\u8bb0\u5fc6\u7684\u5f71\u54cd\u3002<\/p>\n<p>\u800c\u6240\u8c13branding\u7684\u957f\u671f\u4ef7\u503c\uff0c\u6b63\u662f\u6839\u690d\u4e8e\u4eba\u8111\u7684\u201c\u8bb0\u5fc6\u4e0e\u8054\u60f3\u201d\u7684\u3002\u5982\u679c\u6211\u4eec\u80fd\u91cf\u5316\u4eba\u7684\u8bb0\u5fc6\u4e0e\u8054\u60f3\uff0c\u5c31\u6beb\u65e0\u7591\u95ee\u80fd\u9884\u6d4b\u4eba\u7684\u884c\u4e3a\u8fdb\u800c\u9884\u6d4b\u672a\u6765\u4e86\u3002\u6211\u8ba4\u4e3a\u8fd9\u6709\u70b9\u50cf\uff0c\u8425\u9500\u754c\u7684\u4e0d\u53ef\u77e5\u8bba\u3002<\/p>\n<p><a class=\"tag-links\" href=\"https:\/\/www.fagao.me\/p\/t\/149\">\u54c1\u724c\u4f20\u64ad<\/a>\u7684\u7ed3\u679c\u65e0\u6cd5\u91cf\u5316\uff0c\u4e5f\u6c38\u8fdc\u4e0d\u5b58\u5728\u4e00\u4e2a\u5b8c\u7f8e\u7684KPI\u3002\u751a\u81f3\uff0c\u6211\u89c9\u5f97\u4f9d\u9760\u6280\u672f\u6c38\u8fdc\u4e0d\u80fd\u8fbe\u5230\u8d44\u6e90\u914d\u7f6e\u6700\u4f18\uff0c\u54c1\u724c\u589e\u957f\u8981\u627f\u62c5\u90a3\u4e00\u4efd\u4e0d\u786e\u5b9a\u6027\u3002<\/p>\n<p>\u6709\u8da3\u7684\u662f\uff0c\u8fd9\u6837\u4e5f\u5f88\u597d\u7684\u56de\u5230\u4e86\u79d1\u5b66\u65b9\u6cd5\u4e0a\uff1a\u201c\u5927\u80c6\u5047\u8bbe\uff0c\u5c0f\u5fc3\u6c42\u8bc1\u3002\u201d<\/p>\n<p><strong>\u56db\u3001\u8fdc\u89c1<\/strong><\/p>\n<p>\u65e0\u6cd5\u8bbe\u5b9a\u5b8c\u7f8e\u7684KPI\uff0c\u4e0d\u610f\u5473\u7740\u6211\u4eec\u65e0\u6cd5\u4f18\u5316KPI\u3002<\/p>\n<\/p>\n<p>\u5728\u8fd9\u4e2a\u65e0\u89e3\u95ee\u9898\u4e0a\uff0c\u6211\u4ece\u5fae\u4fe1\u4e4b\u7236\u5f20\u5c0f\u9f99\u90a3\u91cc\u83b7\u5f97\u4e86\u4e00\u4e9b\u542f\u53d1\u3002\u5f20\u5c0f\u9f99\u572816\u5e74\u5185\u90e8\u6f14\u8bb2<span><strong>\u300aKPI \u662f\u526f\u4ea7\u54c1\uff0c\u8b66\u60d5\u590d\u6742\u6d41\u7a0b\u300b<\/strong><\/span>\u8bf4\u9053\uff1a<\/p>\n<p>\u5f88\u591a\u540c\u4e8b\u8ddf\u6211\u8ba8\u8bba\u4e00\u4e9b\u4ea7\u54c1\u6216\u8005\u4e1a\u52a1\u65b9\u5411\u7684\u65f6\u5019\uff0c\u5f80\u5f80\u4f1a\u7ed9\u51fa\u4e00\u4e9b\u8bc1\u636e\uff0c\u8fd9\u4e9b\u8bc1\u636e\u662f\u7528\u6570\u5b57\u8bc1\u660e\u2014\u2014\u8fd9\u4e2a\u662f\u5bf9\u6211\u662f\u6709\u51b2\u51fb\u7684\u3002\u6211\u8bf4\u7684\u51b2\u51fb\u662f\u8bf4\u5927\u5bb6\u5728\u601d\u8003\u95ee\u9898\u7684\u51fa\u53d1\u70b9\u4e0a\u6709\u4e00\u4e9b\u9a71\u52a8\u529b\uff0c\u4e0d\u662f\u6765\u81ea\u662f\u4e0d\u662f\u5728\u505a\u6709\u4ef7\u503c\u7684\u4e8b\u60c5\uff0c\u800c\u662f\u6765\u81ea\u4e8e\u6211\u4eec\u80fd\u505a\u5230\u4e00\u4e2a\u591a\u9ad8\u7684\u6570\u636e\uff0c\u90a3\u6211\u4f1a\u89c9\u5f97\u6709\u4e00\u70b9\u5371\u9669\u3002<\/p>\n<p>\u6211\u662f\u8fd9\u6837\u7406\u89e3\u8fd9\u6bb5\u8bdd\u7684\uff0cKPI\u77ed\u89c6\u75c7\u7684\u95ee\u9898\u5c31\u5728\u4e8e\u5927\u7ec4\u7ec7\u5bb9\u6613\u5f62\u6210\u552fKPI\u8bba\uff0c\u800c\u5ffd\u89c6\u4e86\u771f\u6b63\u521b\u9020\u7684\u4ef7\u503c\uff0c\u6bd4\u5982\u89e3\u51b3\u5177\u4f53\u7684\u4e00\u4e2a\u7528\u6237\u4f53\u9a8c\u95ee\u9898\u3002<\/p>\n<p>Marketing\u53ef\u4ee5\u7b80\u5355\u88ab\u5f52\u7ed3\u4e3a\u4e09\u4e2a\u90e8\u5206\uff1a\u521b\u9020\u4ef7\u503c\u3001\u4f20\u64ad\u4ef7\u503c\u3001\u4ea4\u4ed8\u4ef7\u503c\uff1b\u843d\u5730\uff0c\u5bf9\u5e94\u7684\u5c31\u662f\u6211\u4eec\u4e59\u65b9\u65e5\u5e38\u7684<a class=\"tag-links\" href=\"https:\/\/www.fagao.me\/p\/t\/149\">\u54c1\u724c\u4f20\u64ad<\/a>\u884c\u4e3a\uff0c\u90a3\u6211\u4eec\u662f\u4e0d\u662f\u505a\u5230\u4e86\u4f20\u64ad\u4ef7\u503c\u5462\uff1f<\/p>\n<p>\u5982\u679c\u6211\u6709\u4e00\u6ce2\u957f\u6548\u7684branding campaign\uff0c\u6211\u7684\u4fe1\u606f\u662f\u4e0d\u662f\u51c6\u786e\u53cd\u6620\u4e86\u54c1\u724c\u7684\u6838\u5fc3\u4ef7\u503c\uff1f\u6211\u4eec\u7684\u756a\u8304\u7092\u86cb\u89c6\u9891\u80fd\u611f\u52a8\u7559\u5b66\u751f\uff0c\u4f46\u80fd\u4e0d\u80fd\u628a\u54c1\u724c\u662f\u8c01\u8bf4\u6e05\u695a\uff1f\u6211\u4eec\u627e\u4e8c\u66f4\u62cd\u6444\u7684\u77ed\u89c6\u9891\u5f88\u7f8e\uff0c\u4f46\u770b\u7684\u5230\u5e95\u662f\u4e0d\u662f\u6f5c\u5728\u6d88\u8d39\u8005\uff1f<\/p>\n<p>\u5f53\u57fa\u672c\u95ee\u9898\u6ca1\u6709\u89e3\u51b3\uff0c\u4f20\u64ad\u7684\u6570\u5b57\u518d\u597d\uff0c\u4e5f\u53ea\u662fKPI\u80dc\u5229\u3001\u5237\u91cf\u516c\u53f8\u80dc\u5229\u3002\u8bf4\u5230\u8fd9\u91cc\uff0c\u4e5f\u5c31\u662f\u5fc5\u987b\u53bb<span><strong>\u8861\u91cf\u6211\u7684\u7b56\u7565\u521b\u610f\u7a76\u7adf\u80fd\u4e0d\u80fd\u89e3\u51b3\u8ba4\u77e5\u6311\u6218\u7684\u95ee\u9898\u3002<\/strong><\/span><\/p>\n<p>\u5f20\u5c0f\u9f99\u8fd8\u56de\u5e94\u4e86\u4e00\u4e2a\u95ee\u9898\u3002\u63a2\u8ba8\u5fae\u4fe1\u57ce\u5e02\u670d\u52a1\u7684\u76ee\u6807\u65f6\uff0c\u4e0b\u5c5e\u8bf4\u4fdd\u8bc1KPI\u662f\u5e74\u5ea6PV\u8981\u8fbe\u5230\u591a\u5c11\u591a\u5c11\uff08\u4f30\u8ba1\u662f\u5f88\u5e9e\u5927\u7684\uff09\uff0c\u4ed6\u8bf4\uff1a<\/p>\n<p>\u6211\u4eec\u5e94\u8be5\u770b\u5230\u6211\u4eec\u7684\u65e5 PV\u3001\u65e5 UV \u5728\u589e\u957f\uff0c\u4e5f\u4e0d\u613f\u610f\u770b\u5230\u4e00\u4e2a\u5f88\u5927\u7684\u5e74 PV \u8fd9\u6837\u7684\u6570\u636e\uff1b<\/p>\n<p>\u7c7b\u6bd4\u5230\u6211\u4eec\u7684\u5de5\u4f5c\uff1a<\/p>\n<p>\u7edd\u5bf9\u6570\u503c\u662f\u975e\u5e38\u5bb9\u6613\u534e\u4e3d\u7684\u3001\u5e2e\u52a9\u8001\u677f\u4ea4\u5dee\u7684\uff0c\u4f46\u53cd\u5e94\u4e0d\u51fabranding\u7684\u8d28\u91cf\u3002\u6211\u4eec\u662f\u4e0d\u662f\u53ef\u4ee5\u4ece\u76d1\u63a7\u4e00\u4e9b<span><strong>\u76f8\u5bf9\u53d8\u5316\u6307\u6807<\/strong><\/span>\u53bb\u770b\u6211\u4eec\u5230\u5e95\u5bf9\u6d88\u8d39\u8005\u4ea7\u751f\u4e86\u600e\u6837\u7684\u5f71\u54cd\uff1f<\/p>\n<p>\u4e3e\u4f8b\u6765\u8bf4\uff0cH5\u5230\u73b0\u5728\u4e3a\u6b62\u8fd8\u662f\u5927\u7532\u65b9\u548csocial\u516c\u53f8\u949f\u7231\u7684\u521b\u610f\u5f62\u5f0f\u3002\u90a3\u4e48\u6211\u63a8\u8350\u4e0d\u8981\u53bb\u770b\u8fd0\u884c1\u5468\u540e\u7684\u603bPV\uff0c\u800c\u662f\u53bb\u770b\u8fd9\u4e00\u5468\u7684\u65e5PV\u53d8\u5316\uff0c\u5206\u6790\u4e3a\u4ec0\u4e48\u67d0\u65e5\u9ad8\uff0c\u662f\u5a92\u4ecb\u63a8\u5e7f\u7684\u7ed3\u679c\uff0c\u8fd8\u662f\u4e8c\u6b21\u4f20\u64ad\u7684\u7ed3\u679c\u3002<\/p>\n<p>\u53bb\u770b\u9875\u9762\u5c42\u7ea7\u7684PV\uff0c\u670990%\u7684\u6d88\u8d39\u8005\u5728\u7b2c\u4e00\u9875\u5c31\u6d41\u5931\uff0c\u548c50%\u7684\u6d88\u8d39\u8005\u770b\u5b8c\u4e86\u6574\u4e2aH5\uff0c\u8fd9\u4e2a\u6307\u6807\u662f\u5b8c\u5b8c\u5168\u5168\u80fd\u53cd\u5e94\u51fa\u6211\u4eec\u7684\u521b\u610f\/\u5a92\u4ecb\u7b56\u7565\u5230\u5e95\u5bf9\u4e0d\u5bf9\u3002\u5e02\u9762\u4e0a\u5076\u5c14\u6709\u5236\u4f5c\u975e\u5e38\u534e\u4e3d\u3001\u7279\u6548\u975e\u5e38\u7cbe\u7f8e\u7684H5\uff0c\u53bb\u8bf4\u4e00\u4e9b\u201c\u53e4\u8001\u7684\u201d\u3001\u201c\u5bd3\u8a00\u5f0f\u201d\u7684\u6545\u4e8b\uff0c\u8fd9\u4e9bcontent\u548c\u6d88\u8d39\u8005\u6709\u5173\u5417\uff1f\u80fd\u88ab\u770b\u5b8c\u4e48\uff1f<\/p>\n<\/p>\n<p>Source\uff1a\u817e\u8baf\u5927\u6570\u636e\u5b98\u65b9\u62a5\u544a<\/p>\n<p>\u518d\u8005\uff0c<a 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