{"id":7375,"date":"2018-04-10T19:38:43","date_gmt":"2018-04-10T19:38:43","guid":{"rendered":"http:\/\/www.criteo.com\/kr\/?p=7375"},"modified":"2022-11-28T17:49:38","modified_gmt":"2022-11-28T17:49:38","slug":"%ea%b3%a0%ea%b0%9d-%ec%83%9d%ec%95%a0-%ea%b0%80%ec%b9%98clv%eb%9e%80","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/%ea%b3%a0%ea%b0%9d-%ec%83%9d%ec%95%a0-%ea%b0%80%ec%b9%98clv%eb%9e%80\/","title":{"rendered":"\uace0\uac1d \uc0dd\uc560 \uac00\uce58(CLV)\ub780?"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>\ub9c8\ucf00\ud130\ub4e4\uc740 \ub370\uc774\ud130\uc758 \uc2dc\ub300\uc5d0 \uc0b4\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uba54\uc77c\uacfc \uc18c\uc15c \ubbf8\ub514\uc5b4\uc5d0\uc11c \uc6f9\uc0ac\uc774\ud2b8 \ubc29\ubb38\uacfc \uacb0\uc81c\uae4c\uc9c0, \ub9c8\ucf00\ud130\ub4e4\uc740 \uace0\uac1d\uc758 \ubaa8\ub4e0 \uac83\uc744 \ucd94\uc801\ud569\ub2c8\ub2e4. \uc77c\ubd80 \ud234\ub4e4\uc774 \uace0\uac1d\uc758 \uad6c\ub9e4 \uc5ec\uc815\uc744 \ucc98\uc74c\ubd80\ud130 \ub05d\uae4c\uc9c0 \uce21\uc815\ud558\uace0 \uc5ec\uc815\uc758 \uac01 \uc811\uc810\uc5d0\uc11c \uac00\uce58\ub97c \ucd94\uc815\ud560 \uc218 \uc788\ub3c4\ub85d \ud574\uc8fc\uc9c0\ub9cc, \uac01 \uace0\uac1d\uc758 \ucd1d\uccb4\uc801 \uac00\uce58\ub97c \uac00\ub2a0\ud55c\ub2e4\ub294 \uac83\uc740 \uc0c1\ub2f9\ud788 \uc5b4\ub824\uc6b4 \uc77c\uc785\ub2c8\ub2e4.<\/p>\n<p>\uadf8\ub7ec\ub098 \uc774\ub294 \uc911\uc694\ud55c \uc9c0\ud45c\uc785\ub2c8\ub2e4. \ucd1d \ub9c8\ucf00\ud305 \ube44\uc6a9\uc758 \uad00\uc810\uc5d0\uc11c\ub294 \ud2b9\ud788 \uadf8\ub807\uc2b5\ub2c8\ub2e4. \uace0\uac1d \uc0dd\uc560 \uac00\uce58(Customer lifetime value, CLV)\ub294 \ube44\uc988\ub2c8\uc2a4\uc640\uc758 \uad00\uacc4\ub97c \ud1b5\ud574 \uc18c\ube44\uc790\uac00 \uae30\uc5c5\uc5d0 \uae30\uc5ec\ud558\ub294 \ucd1d \uac00\uce58\ub97c \ub9d0\ud569\ub2c8\ub2e4.<\/p>\n<p>\uae30\uc5c5\ub4e4\uc740 \ucea0\ud398\uc778\uc758 \uc131\uacfc\ub97c \uce21\uc815 \ubc0f \ud3c9\uac00\ud558\ub294\ub370 CLV\ub97c \uae30\ubcf8 \uc9c0\ud45c\ub85c \uc0ac\uc6a9\ud574\uc57c \ud569\ub2c8\ub2e4. CLV\ub294 \uc7a5\uae30\uc801\uc778 \uce21\uba74\uc5d0\uc11c \ube44\uc988\ub2c8\uc2a4\uc758 \uac74\uac15 \uc0c1\ud0dc\ub97c \uc54c\ub824\uc8fc\ub294 \uc911\uc694\ud55c \uc9c0\ud45c\uc785\ub2c8\ub2e4. \ub2e8\uc77c\ud55c \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uac00\uce58\ub294 \ubb3c\ub860, \ubaa8\ub4e0 \ub9c8\ucf00\ud305 \uae30\uc220\uc758 \uac00\uce58\ub97c \ucd94\uc815\ud560 \uc218 \uc788\ub3c4\ub85d \ud574\uc8fc\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n<p>\ud06c\ub9ac\ud14c\uc624\ub294 \uc628\ub77c\uc778 \uc1fc\ud551\ubab0\uacfc \ube0c\ub79c\ub4dc\ub4e4\uc774 \uc5b4\ub5bb\uac8c \ud6a8\uacfc\uc801\uc73c\ub85c \uace0\uac1d\uc744 \ud68d\ub4dd \ubc0f \uc804\ud658\ud558\uace0 \uc7ac\ucc38\uc5ec\ub97c \uc720\ub3c4\ud560 \uc218 \uc788\uc744 \uac83\uc778\uac00\uc5d0 \ub300\ud574 \ub9ce\uc740 \uace0\uc2ec\uc744 \ud558\uace0 \uc788\uc73c\uba70, CLV\ub294 \uc774\ub7ec\ud55c \ubaa8\ub4e0 \ub178\ub825\uc774 \uc815\ud655\ud788 \uc5bc\ub9c8\ub098 \ud6a8\uacfc\uc801\uc778\uc9c0\ub97c \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc7ac\ucc38\uc5ec\uc758 \uacbd\uc6b0 \ub354\uc6b1 \uadf8\ub7ec\ud569\ub2c8\ub2e4.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7403 size-large\" src=\"http:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-1-1024x683.png\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-1-1024x683.png 1024w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-1-300x200.png 300w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-1-768x512.png 768w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-1.png 1641w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>CLV\ub294 \uac01 \uace0\uac1d\uacfc\uc758 \uc7a5\uae30\uc801 \uad00\uacc4\ub97c \uce21\uc815\ud569\ub2c8\ub2e4. \ub2e4\uc591\ud55c \uc811\uc810\uc5d0\uc11c \uace0\uac1d\uc758 \uad00\uc2ec\uc744 \uc9c0\uc18d\uc2dc\ud0a4\uace0 \ucda9\uc131\ub3c4\ub97c \uad6c\ucd95\ud568\uc73c\ub85c\uc368, \uace0\uac1d\uacfc\uc758 \uac74\uac15\ud55c \uad00\uacc4\uac00 \uc720\uc9c0\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ubb3c\ub860, CLV\uac00 \ud6a8\uacfc\uc801\uc778\uc9c0 \uc54c\uc544 \ubcf4\ub824\uba74, \ub9c8\ucf00\ud305 \ucc44\ub110 \uc804\ubc18\uc5d0\uc11c \uc774\ub97c \ubaa8\ub2c8\ud130\ub9c1\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc2dc\uc7a5\uc870\uc0ac \uc804\ubb38\uae30\uad00 \ubca4\uc2a8 \ubcf8(Vanson Bourne)\uc774 \uc2dc\ud589\ud55c \uc124\ubb38\uc870\uc0ac \u201c\uace0\uac1d \uc0dd\uc560 \uac00\uce58 \ud604\ud669(The State of Customer Lifetime Value)\u201d\uc5d0 \ucc38\uc5ec\ud55c \ub9c8\ucf00\ud130\ub4e4 \uc911<\/p>\n<p><strong>\u2013 81%\ub294 CLV \ubaa8\ub2c8\ud130\ub9c1\uc774 \ub9e4\ucd9c\uc744 \uc99d\uac00\uc2dc\ud0ac \uc218 \uc788\uace0,<\/strong><\/p>\n<p><strong>\u2013 68%\ub294 CLV \ubaa8\ub2c8\ud130\ub9c1\uc774 \uace0\uac1d \ubcf4\uc720\uc728\uc744 \uc99d\uac00\uc2dc\ud0ac \uc218 \uc788\uc73c\uba70,<\/strong><\/p>\n<p><strong>\u2013 56%\ub294 CLV \ubaa8\ub2c8\ud130\ub9c1\uc774 \ube0c\ub79c\ub4dc \ucda9\uc131\ub3c4\ub97c \uc99d\uac00\uc2dc\ud0ac \uc218 \uc788\ub2e4\uace0 \ub300\ub2f5\ud588\uc2b5\ub2c8\ub2e4.<\/strong><\/p>\n<p>\ub300\ubd80\ubd84\uc758 \ub9c8\ucf00\ud130\ub4e4\uc740 CLV\ub97c \ubaa8\ub2c8\ud130\ub9c1\ud558\uace0 \uc99d\uac00\ud558\uba74 \ub9ce\uc740 \ud61c\ud0dd\uc744 \uc5bb\uc744 \uc218 \uc788\ub2e4\ub294 \uc0ac\uc2e4\uc744 \uc54c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \ud480\uc5b4\uc57c \ud560 \uacfc\uc81c\ub4e4\uc774 \uc788\uc2b5\ub2c8\ub2e4. CLV\ub97c \uc99d\uac00\uc2dc\ud0a4\ub294\ub370 \ubc29\ud574\uac00 \ub418\ub294 \uac83\uc740 \ubb34\uc5c7\uc778\uac00\ub77c\ub294 \uc9c8\ubb38\uc5d0, \uc751\ub2f5\uc790\ub4e4 \uc911<\/p>\n<p><strong>\u2013 52%\ub294 \uacbd\uc7c1\uc774 \uce58\uc5f4\ud55c \uc2dc\uc7a5 \uc0c1\ud669<\/strong><\/p>\n<p><strong>\u2013 45%\ub294 \uace0\uac1d \ucd94\uc801<\/strong><\/p>\n<p><strong>\u2013 41%\ub294 \uac8c\uc2a4\ud2b8\/\ub85c\uadf8\uc544\uc6c3 \uc0ac\uc6a9\uc790\ub4e4\uc774\ub77c\uace0 \ub2f5\ud588\uc2b5\ub2c8\ub2e4.<\/strong><\/p>\n<p>CLV\ub97c \uc99d\uac00\uc2dc\ud0a4\ub294\ub370 \ubb34\uc5c7\uc774 \ub3c4\uc6c0\uc744 \uc904 \uc218 \uc788\ub294\uac00\ub77c\ub294 \uc9c8\ubb38\uc5d0 \ub300\ud574\uc11c\ub294, \uc751\ub2f5\uc790\uc758 81%\uac00 \ubcf4\ub2e4 \ud6a8\uacfc\uc801\uc778 \ub370\uc774\ud130\uc758 \ud65c\uc6a9\uc744 \uaf3d\uc558\uc2b5\ub2c8\ub2e4. \uc124\ubb38\uc870\uc0ac \uacb0\uacfc \uc911 \uac00\uc7a5 \ub192\uc740 \uc218\uce58\uc785\ub2c8\ub2e4. \uadf8\ub3c4 \uadf8\ub7f4 \uac83\uc774, CLV\ub294 \uc5ec\ub7ec \ucc44\ub110 \ubaa8\ub450\ub97c \uc5f0\uacb0\ud558\uace0 \uac01 \uc811\uc810\uc5d0\uc11c \uace0\uac1d\uc758 \uc5ec\uc815\uc744 \ubcfc \uc218 \uc788\uc5b4\uc57c \ubaa8\ub2c8\ud130\ub9c1\uc774 \uac00\ub2a5\ud569\ub2c8\ub2e4.<\/p>\n<h3><strong>Predictive CLV vs. Historic CLV<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7401 size-large\" src=\"http:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-2-1024x683.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-2-1024x683.jpg 1024w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-2-300x200.jpg 300w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-2-768x512.jpg 768w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2018\/04\/Image-2.jpg 1641w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<ul>\n<li>54% \uc608\uce21 CLV<\/li>\n<li>45% \uc774\ub825 CLV<\/li>\n<\/ul>\n<p><strong>\uc608\uce21 CLV(Predictive CLV)<\/strong>\ub294 \uace0\uac1d\uc774 \uae30\uc5c5\uacfc \uad00\uacc4\ub97c \uc9c0\uc18d\ud558\ub294 \ub3d9\uc548 \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc5bc\ub9c8\ub098 \ub9ce\uc740 \ub9e4\ucd9c\uc744 \ucc3d\ucd9c\ud560 \uc218 \uc788\uc744 \uac83\uc778\uac00\ub97c \uc608\uce21\ud55c \uc218\uce58\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>\uc774\ub825 CLV(Historic CLV)<\/strong>\ub294 \uace0\uac1d\uc758 \uc9c0\ub09c \uad6c\ub9e4 \uc774\ub825 \uc815\ubcf4\ub97c \ubc14\ud0d5\uc73c\ub85c \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc5bb\uc740 \ubaa8\ub4e0 \uc218\uc775\uc744 \ud569\ud55c \uc218\uce58\uc785\ub2c8\ub2e4. \uc774 \uc218\uce58\ub294 \ud2b9\uc815 \uae30\uac04 \ub3d9\uc548\uc758 \uae30\uc874 \uace0\uac1d \ub370\uc774\ud130\uc5d0 \uae30\ubc18\ud569\ub2c8\ub2e4.<\/p>\n<p>\ubca4\uc2a8 \ubcf8\uacfc \ud06c\ub9ac\ud14c\uc624\uac00 \uacf5\ub3d9\uc73c\ub85c \uc218\ud589\ud55c \uc124\ubb38\uc870\uc0ac\uc5d0 \ub530\ub974\uba74 54%\uc758 \ub9c8\ucf00\ud130\ub4e4\uc740 \uc608\uce21 CLV\ub97c \uce21\uc815\ud558\uace0, 45%\ub294 \uc774\ub825 CLV\ub97c \uce21\uc815\ud558\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uad81\uadf9\uc801\uc73c\ub85c, \uace0\uac1d\uc758 \uc0dd\uc560\uc8fc\uae30\uc640 \uad00\ub828\ub41c \uac01 \ucc44\ub110\uc758 \uac00\uce58\ub97c \uc138\ubd84\ud560 \uc218 \uc788\ub2e4\uba74, \ube44\uc988\ub2c8\uc2a4\uc758 \uc7a5\uae30\uc801 \uac74\uc804\uc131\uc744 \ubcf4\uc5ec\uc8fc\ub294 \uc9c0\ud45c\ub97c \uad6c\ucd95\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. CLV\ub294 \ucea0\ud398\uc778, \ucc44\ub110 \ubc0f \ud300\uc744 \ud558\ub098\uc758 \uacf5\ub3d9 \ubaa9\ud45c \uc544\ub798 \ud1b5\ud569\ud574\uc8fc\ub294 \ub370\uc774\ud130 \ud3ec\uc778\ud2b8\uac00 \ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>CLV\uc5d0 \ub300\ud55c \uc790\uc138\ud55c \uc815\ubcf4\uc640 \uc624\ub298\ub0a0\uc758 \ub9c8\ucf00\ud130\ub4e4\uc774 \uc774\uc5d0 \ub300\ud574 \uc5b4\ub5bb\uac8c \uc0dd\uac01\ud558\ub294\uc9c0 \uad81\uae08\ud558\uc2ed\ub2c8\uae4c? \u201c\uace0\uac1d \uc0dd\uc560 \uac00\uce58 \ud604\ud669(State of Customer Lifetime Value)\u201d \ubcf4\uace0\uc11c \uc804\ubb38\uc744 \ub2e4\uc6b4\ub85c\ub4dc\ud558\uc2ed\uc2dc\uc624!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \ub9c8\ucf00\ud130\ub4e4\uc740 \ub370\uc774\ud130\uc758 \uc2dc\ub300\uc5d0 \uc0b4\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uba54\uc77c\uacfc \uc18c\uc15c \ubbf8\ub514\uc5b4\uc5d0\uc11c \uc6f9\uc0ac\uc774\ud2b8 \ubc29\ubb38\uacfc \uacb0\uc81c\uae4c\uc9c0, \ub9c8\ucf00\ud130\ub4e4\uc740 \uace0\uac1d\uc758 \ubaa8\ub4e0 \uac83\uc744 \ucd94\uc801\ud569\ub2c8\ub2e4. \uc77c\ubd80 \ud234\ub4e4\uc774 \uace0\uac1d\uc758 \uad6c\ub9e4 \uc5ec\uc815\uc744 \ucc98\uc74c\ubd80\ud130 \ub05d\uae4c\uc9c0 \uce21\uc815\ud558\uace0 \uc5ec\uc815\uc758 \uac01 \uc811\uc810\uc5d0\uc11c \uac00\uce58\ub97c \ucd94\uc815\ud560 \uc218 \uc788\ub3c4\ub85d \ud574\uc8fc\uc9c0\ub9cc, \uac01 \uace0\uac1d\uc758 \ucd1d\uccb4\uc801 \uac00\uce58\ub97c \uac00\ub2a0\ud55c\ub2e4\ub294 \uac83\uc740 \uc0c1\ub2f9\ud788 \uc5b4\ub824\uc6b4 \uc77c\uc785\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774\ub294 \uc911\uc694\ud55c \uc9c0\ud45c\uc785\ub2c8\ub2e4. \ucd1d \ub9c8\ucf00\ud305 \ube44\uc6a9\uc758 \uad00\uc810\uc5d0\uc11c\ub294 \ud2b9\ud788 \uadf8\ub807\uc2b5\ub2c8\ub2e4. \uace0\uac1d \uc0dd\uc560 \uac00\uce58(Customer [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":7380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[173],"coauthors":[],"class_list":{"0":"post-7375","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media"},"acf":{"hide_featured_image":false,"has_download":true,"has_embed":false,"download_url":"http:\/\/bit.ly\/2uGHuFG","download_button_text":"Download"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\uace0\uac1d \uc0dd\uc560 \uac00\uce58(CLV)\ub780?<\/title>\n<meta name=\"description\" content=\"\ub9c8\ucf00\ud130\ub4e4\uc740 \ub370\uc774\ud130\uc758 \uc2dc\ub300\uc5d0 \uc0b4\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uba54\uc77c\uacfc \uc18c\uc15c \ubbf8\ub514\uc5b4\uc5d0\uc11c \uc6f9\uc0ac\uc774\ud2b8 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