{"id":14694,"date":"2018-06-14T05:01:57","date_gmt":"2018-06-14T05:01:57","guid":{"rendered":"https:\/\/www.applift.com\/blog\/the_economics_of_retargeting_zh"},"modified":"2018-10-30T08:27:22","modified_gmt":"2018-10-30T08:27:22","slug":"the_economics_of_retargeting_zh","status":"publish","type":"post","link":"http:\/\/applift.sohocreative.eu\/zh-hans\/blog\/the_economics_of_retargeting_zh","title":{"rendered":"\u518d\u5b9a\u5411\u7684\u7ecf\u6d4e\u6548\u76ca"},"content":{"rendered":"

\u4e00\u4e2a\u660e\u786e\u7684\u518d\u5b9a\u5411\u7b56\u7565\u53ef\u4ee5\u6539\u53d8\u79fb\u52a8\u6548\u679c\u8425\u9500\u7684\u7ecf\u6d4e\u6548\u76ca\u3002<\/h4>\n

\u9996\u5148\uff0c\u901a\u8fc7\u91c7\u7528\u9ad8\u5ea6\u7684\u5b9a\u5411\u5e7f\u544a\u8ddf\u8fdb\u65b0\u83b7\u53d6\u7528\u6237\uff0c\u8fd9\u6837\u5373\u4f7f\u4ece\u65b0\u7528\u6237\u8eab\u4e0a\u83b7\u53d6\u7684\u6536\u76ca\u51fa\u73b0\u9012\u51cf\uff0c\u4ecd\u53ef\u4fc3\u4f7f\u7528\u6237\u83b7\u53d6\u5de5\u4f5c\u83b7\u5f97\u66f4\u6301\u4e45\u7684\u76c8\u5229\u3002<\/p>\n

\u7b2c\u4e8c\uff0c\u6574\u4e2a\u7528\u6237\u7fa4\u7684\u56de\u62a5\u7387\u968f\u7740\u6240\u6709KPI\u7684\u6d41\u91cf\u53d8\u73b0\u3001\u7528\u6237\u4fdd\u7559\u7387\u53ca\u75c5\u6bd2\u5f0f\u8425\u9500\u7b49\u83b7\u5f97\u79ef\u6781\u7684\u5f71\u54cd\u800c\u4e0d\u65ad\u589e\u957f\u3002\u7b2c\u4e09, \u5728\u67d0\u79cd\u7a0b\u5ea6\u4e0a\uff0c\u5bf9\u73b0\u6709\u7528\u6237\u8fdb\u884c\u518d\u5b9a\u5411\u7684\u589e\u91cf\u6295\u8d44\u5c06\u8fdc\u4f4e\u4e8e\u83b7\u5f97\u65b0\u7528\u6237\u7684\u589e\u91cf\u6295\u8d44\u800c\u4e14\u7ecf\u6d4e\u6548\u76ca\u53d8\u5316\u5bf9\u518d\u5b9a\u5411\u5e7f\u544a\u5341\u5206\u6709\u5229\u4e8e\u3002\u5728\u8fd9\u4e2a\u9636\u6bb5\uff0c\u518d\u5b9a\u5411\u4e0d\u4ec5\u53ef\u4ee5\u63d0\u9ad8\u7528\u6237\u83b7\u53d6\u7684\u7ecf\u6d4e\u6548\u76ca\uff0c\u800c\u4e14\u8fd8\u6709\u5229\u4e8e\u53d1\u6325\u6700\u5927\u6f5c\u80fd\u3002<\/p>\n

\u4e86\u89e3\u5e76\u6d4b\u8bc4\u5ba2\u6237\u751f\u547d\u5468\u671f\u603b\u4ef7\u503c(LTV)\u662f\u8fd9\u4e00\u8fc7\u7a0b\u4e2d\u7684\u9996\u4e2a\u5173\u952e\u6b65\u9aa4\u3002<\/p>\n

LTV\u4e3b\u8981\u7531\u4e09\u4e2a\u7b80\u5355\u7684\u6307\u6807\u6240\u63a8\u52a8\uff1a<\/h5>\n

1. \u5e94\u7528\u53d8\u73b0\uff1a\u6bcf\u4e2a\u7528\u6237\u6bcf\u6708\u5728\u5e94\u7528\u4e2d\u7684\u82b1\u8d39(ARPU)<\/p>\n

2. \u4fdd\u7559\u7387\uff1a\u6709\u591a\u5c11\u7528\u6237\u8fde\u7eed\u4f7f\u7528\u67d0\u4e00\u5e94\u7528\u7a0b\u5e8f<\/p>\n

3. \u75c5\u6bd2\u5f0f\u8425\u9500\uff1a\u7528\u6237\u5171\u4eab\u5e94\u7528\u5185\u5bb9\u7684\u6d3b\u8dc3\u7a0b\u5ea6\uff0c\u4ece\u800c\u63a8\u52a8\u5176\u4ed6\u81ea\u7136\u6d41\u91cf\u81f3\u5e94\u7528\u4e2d(\u8fd9\u53ef\u518d\u6b21\u57fa\u4e8e\u6d41\u91cf\u53d8\u73b0\u53ca\u7528\u6237\u4fdd\u7559\u7387KPI\u8fdb\u884c\u6d4b\u8bc4)<\/p>\n

 <\/p>\n

\u7136\u540e\uff0c\u7528\u6237\u7684\u56de\u62a5\u6216\u51c0LTV(\u5ba2\u6237\u751f\u547d\u5468\u671f\u603b\u4ef7\u503c)\uff0c\u57fa\u672c\u4e0a\u662fLTV\u51cf\u53bb\u83b7\u53d6\u7528\u6237\u7684\u6210\u672c\u3002\u8fd9\u901a\u5e38\u662f\u4ee5\u6bcf\u6b21\u5b89\u88c5\u6210\u672c\u6216\u6bcf\u64cd\u4f5c\u6210\u672c(\u5373\u6309\u6548\u679c\u8ba1\u8d39)\u8fdb\u884c\u6d4b\u8bc4\u7684\u3002\u968f\u7740\u6295\u5165\u8d8a\u6765\u8d8a\u591a\u7684\u52aa\u529b\u4ee5\u53ca\u4ee5\u76f8\u540c\u8d28\u91cf\u7684KPI\u6210\u529f\u83b7\u53d6\u65b0\u7528\u6237\uff0c\u5e7f\u544a\u4e3b\uff0c\u5c24\u5176\u662f\u8f83\u5927\u7684\u54c1\u724c\u5e7f\u544a\u4e3b\uff0c\u53d1\u73b0\u83b7\u53d6\u65b0\u7528\u6237\u7684\u6210\u672c\u53d8\u5f97\u8d8a\u6765\u8d8a\u6602\u8d35\u4e86\u3002\u8fd9\u662f\u5f88\u81ea\u7136\u7684\u4e8b\uff0c\u56e0\u4e3a\u5e94\u7528\u672c\u5df2\u89e6\u8fbe\u516c\u5e73\u7684\u5e02\u573a\u4efd\u989d\uff0c\u800c\u65b0\u7684\u7528\u6237\u5b89\u88c5\u7387\u5374\u7a0b\u4e0b\u964d\u8d8b\u52bf\uff0c\u9884\u793a\u7740\u667a\u80fd\u624b\u673a\u4f7f\u7528\u589e\u957f\u8fbe\u5230\u4e86\u9971\u548c\u5ea6\u3002\u56e0\u6b64, \u5047\u5b9a\u5728\u5176\u4ed6\u6240\u6709\u4e00\u5207\u5747\u4fdd\u6301\u4e0d\u53d8\u7684\u60c5\u51b5\u4e0b\uff0c\u968f\u7740\u73b0\u6709\u7528\u6237(\u5373\u5df2\u7ecf\u5b89\u88c5\u67d0\u5e94\u7528\u7684\u4eba)\u7684\u589e\u52a0\uff0c\u7eafLTV\u5374\u5448\u4e0b\u964d\u7684\u8d8b\u52bf\u3002<\/p>\n

<\/p>\n

 <\/p>\n

\u8981\u786e\u4fdd\u80fd\u591f\u83b7\u53d6\u7a33\u5b9a\u6216\u751a\u81f3\u4e0d\u65ad\u589e\u957f\u7684\u56de\u62a5\uff0c\u5e7f\u544a\u4e3b\u9700\u4e13\u6ce8\u4e8e\u4e0e\u73b0\u6709\u7528\u6237\u7fa4\u5e76\u62d3\u5c55\u5176\u5ba2\u6237\u4ef7\u503c\uff0c\u8fd9\u4e9b\u63aa\u65bd\u53ef\u89e3\u51b3\u4e0a\u8ff0\u6240\u6709\u751f\u547d\u5468\u671f\u603b\u4ef7\u503c(LTV)\u95ee\u9898\u3002ARPU\u53ef\u901a\u8fc7\u7ed9\u73b0\u6709\u7528\u6237\u7fa4\u63d0\u4f9b\u66f4\u597d\u7684\u4f18\u60e0\u3001\u6298\u6263\u53ca\u63d0\u4f9b\u5b9a\u5236\u7684\u7279\u522b\u4f18\u60e0\u7b49(\u4ec5\u662f\u5176\u4e2d\u4e00\u90e8\u5206\u6f5c\u5728\u63aa\u65bd)\u3002\u5728\u7528\u6237\u4fdd\u7559\u7387\u65b9\u9762\uff0c\u53ef\u4ee5\u901a\u8fc7\u4f7f\u7528\u7535\u5b50\u90ae\u4ef6\u6216\u63a8\u9001\u901a\u77e5\u5b9a\u5411\u7528\u6237\uff0c\u4ece\u800c\u53ef\u4ee5\u589e\u52a0\u5176\u6d3b\u52a8\u5ea6\u53ca\u8f6c\u5316\u7684\u53ef\u80fd\u6027\u3002\u9664\u4e86\u8fd9\u4e9b\u5fc5\u505a\u7684\u81ea\u7136\u63aa\u65bd\u5916\uff0c\u91c7\u7528\u6070\u5f53\u7684\u518d\u5b9a\u5411\u7b56\u7565\u5219\u53ef\u589e\u52a0\u5176\u5373\u65f6\u4ef7\u503c\uff0c\u751a\u81f3\u9002\u7528\u4e8e\u9ad8\u5cf0\u589e\u957f\u9636\u6bb5\u7684\u7528\u6237\u7fa4\u3002<\/p>\n

 <\/p>\n

<\/p>\n

 <\/p>\n

\u6210\u529f\u518d\u5b9a\u5411\u7684\u5173\u952e\u8981\u7d20\u662f\u5bf9\u5f53\u524d\u7684\u53d7\u4f17\u3001\u53d7\u4f17\u5728\u5e94\u7528\u4e2d\u8fc7\u53bb\u7684\u884c\u4e3a\u8868\u73b0\u4ee5\u53ca\u5982\u4f55\u63a5\u8fd1\u4ed6\u4eec\u5e76\u5c06\u5176\u53ec\u56de\u81f3\u5e94\u7528\u7684\u7b56\u7565\u4f5c\u6df1\u5165\u7684\u4e86\u89e3\u3002\u6709\u7684\u7528\u6237\u975e\u5e38\u6d3b\u8dc3\uff0c\u751a\u81f3\u521b\u5efa\u8d2d\u7269\u7bee\uff0c\u5374\u4ece\u672a\u8d2d\u4e70\u8fc7\u9700\u8981\u4e0e\u4ec5\u4f7f\u7528\u8be5\u5e94\u7528\u51e0\u6b21\u7136\u540e\u505c\u6b62\u7684\u4eba\u7684\u4e0d\u540c\u5bfb\u5740\u3002<\/p>\n

\u5e7f\u544a\u518d\u5b9a\u5411\u53ef\u4ee5\u4f5c\u4e3a\u4e00\u6b3e\u975e\u5e38\u5f3a\u5927\u7684\u5de5\u5177\uff0c\u53ef\u8865\u5145\u4efb\u4f55\u5ba2\u6237\u83b7\u53d6\u6d3b\u52a8\u5e76\u63d0\u5347\u6295\u8d44\u56de\u62a5\u3002\u968f\u7740\u65b0\u5ba2\u6237\u7fa4\u4e2d\u7684\u8fb9\u9645\u589e\u957f\u9010\u6e10\u51cf\u5c11\uff0c\u518d\u5b9a\u5411\u5e7f\u544a\u5219\u53ef\u6210\u4e3a\u786e\u4fdd\u6548\u679c\u8425\u9500\u5de5\u4f5c\u80fd\u591f\u83b7\u53d6\u7a33\u5b9a\u7684\u9ad8\u56de\u62a5\u7387\u7684\u5173\u952e\u6e20\u9053\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

一个明确的再定向策略可以改变移动效果营销的经济效益。广告再定向可以作为一款非常强大的工具，可补充任何客户获取活动并提升投资回报。随着新客户群中的边际增长逐渐减少，再定向广告则可成为确保效果营销工作能够获取稳定的高回报率的关键渠道。<\/p>\n","protected":false},"author":1,"featured_media":15780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[65,64],"tags":[],"class_list":["post-14694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-zh-hans","category-zh-zh-hans"],"_links":{"self":[{"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/posts\/14694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/comments?post=14694"}],"version-history":[{"count":0,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/posts\/14694\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/media\/15780"}],"wp:attachment":[{"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/media?parent=14694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/categories?post=14694"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/applift.sohocreative.eu\/zh-hans\/wp-json\/wp\/v2\/tags?post=14694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}