{"id":837,"date":"2022-09-08T02:09:27","date_gmt":"2022-09-08T02:09:27","guid":{"rendered":"https:\/\/www.criteo.com\/cn\/?p=837"},"modified":"2024-04-04T11:00:30","modified_gmt":"2024-04-04T11:00:30","slug":"customer-acquisition-strategies-to-attract-audiences","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/cn\/blog\/customer-acquisition-strategies-to-attract-audiences\/","title":{"rendered":"\u5438\u5f15\u5f53\u4eca\u548c\u672a\u6765\u6700\u4f73\u53d7\u4f17\u7684\u201c\u62c9\u65b0\u5f15\u6d41\u201d\u7b56\u7565"},"content":{"rendered":"<p>\u5982\u4eca\uff0c\u8d2d\u7269\u8005\u65c5\u7a0b\u53d8\u5f97\u8d8a\u6765\u8d8a\u590d\u6742\uff0c\u4ed6\u4eec\u53d1\u73b0\u65b0\u54c1\u724c\u548c\u4ea7\u54c1\u7684\u65b9\u5f0f\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u591a\u3002\u7ed3\u5408\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u7684\u8d2d\u7269\u4f53\u9a8c\uff0c\u5982\u4eca\u7684\u6d88\u8d39\u8005\u65e2\u4eab\u53d7\u7ebf\u4e0a\u8d2d\u7269\u7684\u4fbf\u5229\uff0c\u53c8\u559c\u6b22\u5b9e\u4f53\u5e97\u5e26\u6765\u7684\u76f4\u89c2\u611f\u53d7\u3002\u4ed6\u4eec\u559c\u6b22\u4f7f\u7528\u793e\u4ea4\u5a92\u4f53\u6765\u83b7\u53d6\u7075\u611f\uff0c\u4f46\u4ed6\u4eec\u7684\u8d2d\u7269\u65c5\u7a0b\u59cb\u4e8e\u4ea7\u54c1\u9875\u9762\u800c\u4e0d\u662f\u641c\u7d22\u5f15\u64ce\u3002\u4ed6\u4eec\u5728\u5b9e\u4f53\u5e97\u67e5\u770b\u65b0\u4ea7\u54c1\uff0c\u4f46\u5728\u7f51\u4e0a\u5b8c\u6210\u8d2d\u4e70\u3002<\/p>\n<p>\u968f\u7740\u5ba2\u6237\u65c5\u7a0b\u7684\u4e0d\u65ad\u7ec6\u5316\uff0c\u8425\u9500\u4eba\u5458\u5fc5\u987b\u8c03\u6574\u7b56\u7565\uff0c\u4f7f\u672a\u6765\u7684\u5ba2\u6237\u53ef\u4ee5\u6ce8\u610f\u3001\u53d1\u73b0\u5e76\u9009\u62e9\u4ed6\u4eec\u7684\u4e1a\u52a1\uff0c\u8981\u786e\u4fdd\u4e3a\u5ba2\u6237\u63d0\u4f9b\u65e0\u7f1d\u7684\u8d2d\u7269\u4f53\u9a8c\uff0c\u4ece\u800c\u4f7f\u4e1a\u52a1\u5f97\u5230\u589e\u957f\u3002<\/p>\n<p>\u540c\u65f6\uff0c63%\u7684\u6d88\u8d39\u8005\u5e0c\u671b\u5c06\u4e2a\u6027\u5316\u4f5c\u4e3a\u4e00\u9879\u6807\u51c6\u670d\u52a1\u00b9\uff0c\u4f4635%\u7684\u8425\u9500\u4eba\u5458\u6307\u51fa\uff0c\u6570\u636e\u8d28\u91cf\u592a\u5dee\u5219\u4f1a\u963b\u788d\u4ed6\u4eec\u5411\u6d88\u8d39\u8005\u6295\u653e\u6b63\u786e\u7684\u5e7f\u544a\u3002\u00b2\u8981\u6210\u529f\u5730\u4e2a\u6027\u5316\u548c\u7edf\u4e00\u6b63\u786e\u7684\u5ba2\u6237\u4f53\u9a8c\uff0c\u8425\u9500\u4eba\u5458\u5fc5\u987b\u5728\u5176\u201c\u62c9\u65b0\u5f15\u6d41\u201d\u7b56\u7565\u4e2d\u5229\u7528\u9ad8\u8d28\u91cf\u7684\u6570\u636e\u2014\u2014\u6355\u83b7\u548c\u6574\u5408\u6240\u6709\u6e20\u9053\u7684\u6570\u636e\u3002<\/p>\n<p>\u8ba9\u6211\u4eec\u4e00\u8d77\u6df1\u5165\u7814\u7a76\u6570\u636e\u9a71\u52a8\u7684\u201c\u62c9\u65b0\u5f15\u6d41\u201d\u7b56\u7565\uff0c\u4ee5\u5e2e\u52a9\u60a8\u4e0e\u672a\u6765\u7684\u8d2d\u7269\u8005\u5efa\u7acb\u8054\u7cfb\uff0c\u5e76\u4e3a\u60a8\u7684\u4e1a\u52a1\u5438\u5f15\u65b0\u7684\u9ad8\u4ef7\u503c\u53d7\u4f17\u3002<\/p>\n<h4><strong>\u4e0e\u90a3\u4e9b\u4f1a\u559c\u7231\u60a8\u54c1\u724c\u7684\u4eba\u5efa\u7acb\u8054\u7cfb<\/strong><\/h4>\n<p>\u867d\u7136\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\u548c\u5ba2\u6237\u5fe0\u8bda\u5ea6\u5bf9\u4efb\u4f55\u8425\u9500\u4eba\u5458\u6765\u8bf4\u5df2\u662f\u8001\u751f\u5e38\u8c08\uff0c\u4f46\u5728\u5229\u7528\u6570\u636e\u548c\u4eba\u5de5\u667a\u80fd\u9a71\u52a8\u7684\u4e2a\u6027\u5316\u5e7f\u544a\u6765\u5438\u5f15\u65b0\u7684\u76f8\u5173\u5ba2\u6237\u65f6\uff0c\u8bf7\u8003\u8651\u4e24\u4e2a\u5173\u952e\u7b56\u7565\uff1a<\/p>\n<ol>\n<li>\u5438\u5f15\u4e0e\u60a8\u7684\u6700\u4f73\u5ba2\u6237\u76f8\u4f3c\u7684\u8d2d\u7269\u8005<\/li>\n<\/ol>\n<p>\u5229\u7528\u6570\u636e\uff0c\u5b9a\u4f4d\u90a3\u4e9b\u4e0e\u5f53\u524d\u5ba2\u6237\u5177\u6709\u76f8\u540c\u5174\u8da3\u3001\u751f\u6d3b\u65b9\u5f0f\u548c\u4eba\u53e3\u7edf\u8ba1\u5c5e\u6027\u7684\u5ba2\u6237\u7fa4\u4f53\u3002\u501f\u52a9Criteo\u7684\u76f8\u4f3c\u53d7\u4f17\u6a21\u578b\uff0c\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u5171\u4eab\u73b0\u6709\u9ad8\u4ef7\u503c\u5ba2\u6237\uff08\u4f8b\u5982\u5e38\u5ba2\u3001\u5fe0\u8bda\u5ea6\u4ff1\u4e50\u90e8\u4f1a\u5458\u6216\u5177\u6709\u9ad8\u8d2d\u4e70\u4ef7\u503c\u7684\u5ba2\u6237\uff09\u7684\u5217\u8868\u3002\u7136\u540e\uff0c\u8be5\u5217\u8868\u53ef\u7528\u4e8e\u8bc6\u522b\u51fa\u90a3\u4e9b\u8868\u73b0\u51fa\u5171\u540c\u7279\u5f81\u7684\u65b0\u5ba2\u6237\uff0c\u4ece\u800c\u6269\u5927\u4f01\u4e1a\u7684\u5ba2\u6237\u7fa4\u4f53\u3002<\/p>\n<ol start=\"2\">\n<li>\u901a\u8fc7\u201c\u4e0a\u4e0b\u6587\u76f8\u5173\u6027\u5b9a\u5411\u201d\u627e\u5230\u76f8\u5173\u8d2d\u7269\u8005<\/li>\n<\/ol>\n<p>\u901a\u8fc7\u5b9a\u4f4d\u7279\u5b9a\u57df\u540d\u3001\u5185\u5bb9\u7c7b\u522b\u6216\u5173\u952e\u5b57\uff0c\u53ef\u4ee5\u5728\u6ca1\u6709\u7b2c\u4e09\u65b9\u6807\u8bc6\u7b26\u7684\u60c5\u51b5\u4e0b\u6316\u6398\u975e\u5e38\u9002\u5408\u516c\u53f8\u4e1a\u52a1\u7684\u5ba2\u6237\u3002\u4f7f\u7528\u201c\u7b2c\u4e00\u65b9\u6570\u636e\u6d1e\u5bdf\u201d\uff0cCriteo\u4e30\u5bcc\u4e86\u8425\u9500\u4eba\u5458\u7684\u201c\u4e0a\u4e0b\u6587\u76f8\u5173\u6027\u5b9a\u5411\u201d\u7b56\u7565\uff0c\u4ee5\u8986\u76d6\u76f8\u5173\u73af\u5883\u4e2d\u51c6\u5907\u8d2d\u4e70\u7684\u4eba\u3002<\/p>\n<h4><strong>\u5438\u5f15\u6709\u8d2d\u4e70\u610f\u5411\u7684\u6d3b\u8dc3\u5ba2\u6237<\/strong><\/h4>\n<p>\u901a\u8fc7\u5438\u5f15\u90a3\u4e9b\u79ef\u6781\u7814\u7a76\u8d35\u516c\u53f8\u4ea7\u54c1\u548c\u670d\u52a1\u7684\u5ba2\u6237\u7fa4\u4f53\uff0c\u8ba9\u60a8\u7684\u4e1a\u52a1\u59cb\u7ec8\u5904\u4e8e\u6d88\u8d39\u8005\u5fc3\u76ee\u4e2d\u7684\u9996\u4f4d\u3002\u5728\u5ba2\u6237\u8868\u73b0\u51fa\u5f3a\u70c8\u7684\u8d2d\u7269\u610f\u613f\u65f6\uff0c\u60a8\u8981\u62a2\u5148\u4e00\u6b65\u6765\u5b9a\u4f4d\u5ba2\u6237\uff0c\u60a8\u53ef\u4ee5\u6fc0\u52b1\u4ed6\u4eec\u9996\u5148\u8003\u8651\u60a8\u7684\u4e1a\u52a1\u5e76\u6700\u7ec8\u8fdb\u884c\u8d2d\u4e70\u3002<\/p>\n<p>\u501f\u52a9Criteo\u7684\u201c\u7b2c\u4e00\u65b9\u5a92\u4f53\u7f51\u7edc\u201d\uff08\u5f00\u653e\u4e92\u8054\u7f51\u4e0a\u6700\u5927\u7684\u5546\u4e1a\u6570\u636e\u96c6\uff09\uff0c\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u8bc6\u522b\u6b63\u5728\u79ef\u6781\u8d2d\u4e70\u5176\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u53d7\u4f17\uff0c\u4ee5\u63a8\u52a8\u5ba2\u6237\u7684\u9996\u6b21\u8d2d\u4e70\u3002Criteo\u7684\u673a\u5668\u5b66\u4e60\u529f\u80fd\u8fd8\u5206\u6790\u51fa\u4e86120\u591a\u79cd\u8d2d\u7269\u8005\u610f\u56fe\u4fe1\u53f7\uff0c\u5e76\u6839\u636e\u751f\u6d3b\u65b9\u5f0f\u3001\u4f4d\u7f6e\u3001\u4ea7\u54c1\u9700\u6c42\u3001\u559c\u7231\u7684\u54c1\u724c\u3001\u8d2d\u4e70\u529b\u7b49\u6765\u4f18\u5316\u8fd9\u4e9b\u53d7\u4f17\u3002\u5728\u6574\u4e2a\u5ba2\u6237\u8d2d\u7269\u65c5\u7a0b\u4e2d\u4f7f\u7528\u8fd9\u4e9b\u6d1e\u5bdf\u6570\u636e\uff0cCriteo\u53ef\u5e2e\u52a9\u60a8\u5438\u5f15\u6700\u6709\u53ef\u80fd\u8fdb\u884c\u8d2d\u4e70\u7684\u5ba2\u6237\u3002<\/p>\n<h4><strong>\u6c38\u8fdc\u4e0d\u8981\u505c\u6b62\u5c1d\u8bd5<\/strong><\/h4>\n<p>\u5145\u5206\u5229\u7528\u5e7f\u544a\u6295\u653e\u6d3b\u52a8\u7ed3\u679c\u7684\u7ecf\u9a8c\u6559\u8bad\uff0c\u63a2\u7d22\u5176\u4ed6\u9ad8\u7ee9\u6548\u53d7\u4f17\u7fa4\u4f53\u3002\u5c1d\u8bd5\u5b9a\u4f4d\u4e0d\u540c\u7684\u5c5e\u6027\u3001\u5174\u8da3\u6216\u7ec4\u5408\u3002\u901a\u8fc7\u4f7f\u7528\u201c\u59cb\u7ec8\u5728\u7ebf\u201d\u7684\u5ba2\u6237\u589e\u957f\u7b56\u7565\u5b9a\u671f\u5c06\u65b0\u5ba2\u6237\u5f15\u5165\u60a8\u7684\u5e7f\u544a\u6d3b\u52a8\u6f0f\u6597\uff0c\u60a8\u5c06\u4f1a\u4e00\u76f4\u5438\u5f15\u8868\u73b0\u51fa\u79ef\u6781\u7684\u8d2d\u7269\u610f\u56fe\u548c\u5bf9\u60a8\u7684\u4e1a\u52a1\u611f\u5174\u8da3\u7684\u5ba2\u6237\u3002<\/p>\n<p>\u501f\u52a9Criteo\u7684\u201c\u81ea\u52a8\u5bfb\u627e\u6f5c\u5728\u5ba2\u6237\u201d\u529f\u80fd\uff0c\u60a8\u5c06\u53d1\u73b0\u65b0\u7684\u6709\u8d2d\u4e70\u610f\u5411\u7684\u53d7\u4f17\u7fa4\u4f53\uff0c\u4ed6\u4eec\u5df2\u51c6\u5907\u597d\u4e0e\u60a8\u7684\u54c1\u724c\u4e92\u52a8\u3002Criteo\u7684\u201c\u53d7\u4f17\u7fa4\u4f53\u6d4f\u89c8\u5668\u201d\u8fd8\u80fd\u5206\u6790\u5f53\u524d\u7684\u6700\u4f73\u5ba2\u6237\uff0c\u4ee5\u5411\u60a8\u63a8\u8350\u4e0e\u5f53\u524d\u53d7\u4f17\u6709\u76f8\u5173\u5339\u914d\u5ea6\u7684\u65b0\u53d7\u4f17\u3002<\/p>\n<p>\u4f8b\u5982\uff0c\u5fb7\u56fd\u4e1d\u8299\u5170<a href=\"https:\/\/www.criteo.com\/success-stories\/sephora-sa\/\">\u4f7f\u7528Criteo\u7684\u6f5c\u5728\u53d7\u4f17\u89e3\u51b3\u65b9\u6848\u53d1\u8d77\u4e86\u4e00\u9879\u5e7f\u544a\u6d3b\u52a8<\/a>\u4ee5\u8bc6\u522b\u548c\u5438\u5f15\u4e0e\u5f53\u524d\u7f51\u7ad9\u8bbf\u5ba2\u5177\u6709\u76f8\u540c\u5174\u8da3\u3001\u5bc6\u5207\u5173\u7cfb\uff0c\u548c\u4eba\u53e3\u7edf\u8ba1\u7279\u5f81\u7684\u65b0\u6d88\u8d39\u8005\u3002\u76f4\u63a5\u7ed3\u679c\u663e\u793a\uff0cCriteo\u7684\u6f5c\u5728\u53d7\u4f17\u89e3\u51b3\u65b9\u6848\u5438\u5f15\u4e86720\u4e07\u72ec\u7acb\u8bbf\u95ee\u8005\uff0c\u5e76\u5c06\u6574\u4e2a\u91cd\u5b9a\u5411\u8425\u9500\u6d3b\u52a8\u7684\u9500\u552e\u989d\u63d0\u5347\u4e8625%\u3002<\/p>\n<h4><strong>\u6301\u7eed\u9a71\u52a8\u7528\u6237\u4ef7\u503c<\/strong><\/h4>\n<p>\u968f\u7740\u5e7f\u544a\u9886\u57df\u8d8a\u6765\u8d8a\u4ee5\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\uff0c\u73b0\u5728\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u66f4\u9700\u8981\u6570\u636e\u9a71\u52a8\u7684\u201c\u62c9\u65b0\u5f15\u6d41\u201d\u7b56\u7565\u3002Criteo\u5f3a\u5927\u7684\u5546\u4e1a\u6570\u636e\u96c6\u662f\u5f00\u653e\u4e92\u8054\u7f51\u4e0a\u6700\u5927\u7684\u6570\u636e\u96c6\uff0c\u53ef\u4ee5\u5e2e\u52a9\u60a8\u5728\u4eca\u5929\u83b7\u5f97\u66f4\u591a\u7684\u76f8\u5173\u5ba2\u6237\uff0c\u4ee5\u4fbf\u5728\u5c06\u6765\u60a8\u53ef\u4ee5\u5c3d\u53ef\u80fd\u591a\u5730\u5b9e\u65bd\u4e00\u5bf9\u4e00\u7684\u4e2a\u6027\u5316\u8425\u9500\u7b56\u7565\u3002<\/p>\n<h5 style=\"text-align: center;\"><strong>\u51c6\u5907\u597d\u91cd\u65b0\u5438\u5f15\u60a8\u7684\u5ba2\u6237\u6765\u53d1\u5c55\u60a8\u7684\u4e1a\u52a1\u4e86\u5417\uff1f<\/strong><\/h5>\n<p style=\"text-align: center;\"><strong>\u60f3\u4e86\u89e3\u66f4\u591a\u4fe1\u606f<a href=\"https:\/\/www.criteo.com\/solutions\/customer-retention\/\">\u8bf7\u70b9\u51fb\u6b64\u5904<\/a>\uff0c\u5f00\u59cb\u54a8\u8be2Criteo\u4e13\u5bb6\u3002<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>\u544a\u8bc9\u6211\u4eec\u4e00\u4e9b\u5173\u4e8e\u60a8\u81ea\u5df1\u7684\u4fe1\u606f\uff0c\u9500\u552e\u52a9\u7406\u5c06\u5f88\u5feb\u4e0e\u60a8\u8054\u7cfb\u3002<\/strong><\/p>\n<p>\u8d44\u6599\u6765\u6e90\uff1a<\/p>\n<p>\u00b9The Harris Poll, Addressing the Gaps in Customer Experience<br \/>\n\u00b2Forrester, Why Marketers Can\u2019t Ignore Data Quality<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5982\u4eca\uff0c\u8d2d\u7269\u8005\u65c5\u7a0b\u53d8\u5f97\u8d8a\u6765\u8d8a\u590d\u6742\uff0c\u4ed6\u4eec\u53d1\u73b0\u65b0\u54c1\u724c\u548c\u4ea7\u54c1\u7684\u65b9\u5f0f\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u591a\u3002\u7ed3\u5408\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u7684\u8d2d\u7269\u4f53\u9a8c\uff0c\u5982\u4eca\u7684\u6d88\u8d39\u8005\u65e2\u4eab\u53d7\u7ebf\u4e0a\u8d2d\u7269\u7684\u4fbf\u5229\uff0c\u53c8\u559c\u6b22\u5b9e\u4f53\u5e97\u5e26\u6765\u7684\u76f4\u89c2\u611f\u53d7\u3002\u4ed6\u4eec\u559c\u6b22\u4f7f\u7528\u793e\u4ea4\u5a92\u4f53\u6765\u83b7\u53d6\u7075\u611f\uff0c\u4f46\u4ed6\u4eec\u7684\u8d2d\u7269\u65c5\u7a0b\u59cb\u4e8e\u4ea7\u54c1\u9875\u9762\u800c\u4e0d\u662f\u641c\u7d22\u5f15\u64ce\u3002\u4ed6\u4eec\u5728\u5b9e\u4f53\u5e97\u67e5\u770b\u65b0\u4ea7\u54c1\uff0c\u4f46\u5728\u7f51\u4e0a\u5b8c\u6210\u8d2d\u4e70\u3002 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