{"id":7537,"date":"2018-04-30T13:54:50","date_gmt":"2018-04-30T13:54:50","guid":{"rendered":"http:\/\/www.criteo.com\/kr\/?p=7537"},"modified":"2021-01-07T17:36:11","modified_gmt":"2021-01-07T17:36:11","slug":"%eb%a7%88%ec%bc%80%ed%8c%85-%ec%84%b1%ea%b3%bc-%ec%b8%a1%ec%a0%95%ec%9d%84-%ec%9c%84%ed%95%9c-kpi-%ec%84%a4%ec%a0%95","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%84%b1%ea%b3%bc-%ec%b8%a1%ec%a0%95%ec%9d%84-%ec%9c%84%ed%95%9c-kpi-%ec%84%a4%ec%a0%95\/","title":{"rendered":"\ub9c8\ucf00\ud305 \uc131\uacfc \uce21\uc815\uc744 \uc704\ud55c KPI \uc124\uc815"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>\ubaa8\ub4e0 \ube44\uc988\ub2c8\uc2a4\uac00 \ub2e4\ub974\ub4ef, \ubaa8\ub4e0 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\ub3c4 \ub2e4\ub985\ub2c8\ub2e4. \uac01 \ub9c8\ucf00\ud130\uac00 \uc131\uacf5\uc744 \uac00\ub2a0\ud558\ub294 \uae30\uc900\ub3c4 \ub2e4\ub985\ub2c8\ub2e4. \uadf8\ub807\uae30 \ub54c\ubb38\uc5d0, \uc0c8\ub85c\uc6b4 \ucea0\ud398\uc778\uc5d0 \ucc29\uc218\ud560 \ub54c \ud575\uc2ec\uc131\uacfc\uc9c0\ud45c(KPI)\ub97c \uc124\uc815\ud558\ub294 \uac83\uc774 \ub9e4\uc6b0 \uc911\uc694\ud569\ub2c8\ub2e4.<\/p>\n<p>\uba3c\uc800 \uba87 \uac00\uc9c0 \ud575\uc2ec\uc801\uc778 \uc9c8\ubb38\uc744 \ud574\ubd05\ub2c8\ub2e4. \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c \uac00\uc7a5 \uc911\uc810\uc744 \ub450\ub294 \uac83\uc740 \ubb34\uc5c7\uc785\ub2c8\uae4c? \uc0c1\ud488 \ud310\ub9e4, \ub9ac\ub4dc \uc0dd\uc131, \uc544\ub2c8\uba74 \uc11c\ube0c\uc2a4\ud06c\ub9bd\uc158 \uc99d\uac00?<\/p>\n<p>\ube44\uc988\ub2c8\uc2a4\uc5d0 \uac00\uc7a5 \uc801\ud569\ud55c KPI\ub97c \uc124\uc815\ud55c \ud6c4\uc5d0\ub294 \uc5b4\ub5a4 \ud37c\ud3ec\uba3c\uc2a4 \ub9c8\ucf00\ud305 KPI\uac00 \uac00\uc7a5 \ud569\ub2f9\ud55c\uc9c0\ub97c \ud30c\uc545\ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\uc131\uacfc \uce21\uc815<\/strong><\/h3>\n<p>\ub9c8\ucf00\ud305 \ucc44\ub110\uc758 \uc131\uacfc\ub97c \uce21\uc815\ud558\uae30 \uc704\ud574 \ubcf4\ud1b5 \ub450 \uac00\uc9c0 \ud575\uc2ec\uc131\uacfc\uc9c0\ud45c(KPI)\uac00 \uc0ac\uc6a9\ub429\ub2c8\ub2e4.<\/p>\n<p><strong>COS:<\/strong> \ucea0\ud398\uc778 \ube44\uc6a9\uc744 \uad11\uace0 \ud074\ub9ad \ud6c4 \ub9e4\ucd9c\ub85c \ub098\ub220 \uacc4\uc0b0\ud569\ub2c8\ub2e4. COS = \ucea0\ud398\uc778 \ube44\uc6a9\/\ud074\ub9ad \ud6c4 \ub9e4\ucd9c<\/p>\n<p><strong>ROAS(\uad11\uace0 \ud22c\uc790\uc218\uc775)<\/strong> COS\uc640\ub294 \ubc18\ub300 \uac1c\ub150\uc778 ROAS\ub294 \uc628\ub77c\uc778 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \ud6a8\uacfc\ub97c \uce21\uc815\ud558\ub294\ub370 \uc0ac\uc6a9\ub429\ub2c8\ub2e4. \uad11\uace0 \uc9c0\ucd9c \ube44\uc6a9 \ub300\ube44 \ucd1d \ub9e4\ucd9c\uc744 \uc758\ubbf8\ud569\ub2c8\ub2e4. (\ub9e4\ucd9c\uc561\/\uad11\uace0\ube44\uc6a9)<\/p>\n<p>\ub9c8\uc9c4\uacfc \uad00\ub9ac\ube44\uac00 \uace0\uc815\ub418\uc5b4 \uc788\ub294 \uc628\ub77c\uc778 \uc1fc\ud551\ubab0\uc740 COS\/ROAS \ubaa9\ud45c\ub97c \uc0ac\uc6a9\ud558\ub294 \uac83\uc774 \uac00\uc7a5 \ub3c4\uc6c0\uc774 \ub429\ub2c8\ub2e4. \ucea0\ud398\uc778 \ube44\uc6a9\uacfc \ube44\uad50\ud574 \uc0c1\ud488 \ud310\ub9e4\ub85c \uc5bc\ub9c8\ub098 \ub9ce\uc740 \ub9e4\ucd9c\uc744 \uc62c\ub838\ub294\uc9c0\ub97c \uc54c \uc218 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\ub2e4\ub978 \uc720\uc6a9\ud55c KPI<\/strong><\/h3>\n<p>\uae30\ubcf8\uc801\uc778 KPI\ub97c \uacb0\uc815\ud55c \ud6c4\uc5d0\ub294 \ub9c8\ucf00\ud130\ub4e4\uc774 \ucea0\ud398\uc778 \ud6a8\uacfc\ub97c \uce21\uc815\ud558\ub294\ub370 \ubcf4\ud3b8\uc801\uc73c\ub85c \uc0ac\uc6a9\ud558\ub294 \ub2e4\ub978 KPI\ub97c \uace0\ub824\ud574\ubcfc \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc77c\ubd80\ub294 \uc778\uc9c0\ub3c4\ub97c, \ub610 \ub2e4\ub978 \uc77c\ubd80\ub294 \uc131\uacfc\ub97c \uce21\uc815\ud558\ub294\ub370 \uc0ac\uc6a9\ub429\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h4><em><strong>\uc778\uc9c0\ub3c4 \uc9c0\ud45c:<\/strong><\/em><\/h4>\n<p><strong>Reach:<\/strong> \ub3c4\ub2ec\uc728. \ucea0\ud398\uc778\uc774 \uc601\ud5a5\uc744 \ubbf8\uce58\uace0 \uc788\ub294 \uc7a0\uc7ac \uace0\uac1d\uc758 \ube44\uc728\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>Cost Per Thousand Impressions (CPM):<\/strong> 1,000\ud68c \uad11\uace0 \ub178\ucd9c \ub2f9 \ube44\uc6a9. \ub514\uc9c0\ud138 \uad11\uace0\uc758 \uc77c\ubc18\uc801\uc778 \ubcf4\uace0 \uc9c0\ud45c \ubc0f \uac00\uaca9 \ubaa8\ub378\ub85c, \ud074\ub77c\uc774\uc5b8\ud2b8\uac00 $2.00 CPM\uc758 \uc694\uae08\uc73c\ub85c 10,000\ud68c\uc758 \ub178\ucd9c\uc744 \uad6c\uc785\ud558\ub294 \ube44\uc6a9\uc740 $20\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>Clicks:<\/strong> \uad11\uace0 \ud074\ub9ad \uc218<\/p>\n<p><strong>Click-Through Rate (CTR):<\/strong> \ud074\ub9ad\uc728. \ucd1d \ub178\ucd9c\uc5d0\uc11c \uc0ac\uc6a9\uc790\uac00 \uad11\uace0\ub97c \ud074\ub9ad\ud55c \ube44\uc728\ub85c, 1,000\ud68c\uc758 \ub178\ucd9c\uc5d0\uc11c \ud074\ub9ad \uc218\uac00 10\ud68c\uc774\uba74, CTR\uc740 1%\uc785\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h4><em><strong>\uc131\ub2a5 \uc9c0\ud45c:<\/strong><\/em><\/h4>\n<p><strong>Conversion Rate (CR):<\/strong> \uc804\ud658\uc728. \uace0\uac1d \ud639\uc740 \uc7a0\uc7ac \uace0\uac1d\uc774 \uad6c\ub9e4\ub098 \uc11c\ube0c\uc2a4\ud06c\ub9bd\uc158 \ub4f1 \ub2e4\uc74c \ub2e8\uacc4\ub85c \uc804\ud658\ud558\ub294 \ube44\uc728\uc744 \ub9d0\ud569\ub2c8\ub2e4.<\/p>\n<p><strong>Click-Through Conversion Rate (CTC%):<\/strong> \ud074\ub9ad \uc804\ud658\uc728. \uad11\uace0\ub97c \ubcf8 \uc0ac\uc6a9\uc790 \uc911 \ud074\ub9ad\ud558\uc5ec \uad6c\ub9e4 \uc804\ud658\uc744 \ud55c \ube44\uc728\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>View-Through Conversion Rate (VTC%):<\/strong> \ub178\ucd9c \uc804\ud658\uc728. \uad11\uace0\ub97c \ubcf8 \uc0ac\uc6a9\uc790 \uc911 \ud074\ub9ad\uc740 \ud558\uc9c0 \uc54a\uc558\uc9c0\ub9cc, \ucd94\ud6c4 \uc0ac\uc774\ud2b8\ub97c \uc7ac\ubc29\ubb38\ud558\uc5ec \uad6c\ub9e4 \uc804\ud658\uc744 \ud55c \ube44\uc728\uc785\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\ud6a8\uc728\uc131 vs. \uaddc\ubaa8<\/strong><\/h3>\n<p>\ub2e4\uc591\ud55c \uce21\uba74\uc5d0\uc11c KPI\ub97c \uace0\ub824\ud574\uc57c \ud569\ub2c8\ub2e4. \ub514\uc9c0\ud138 \ub9c8\ucf00\ud130\uac00 \uac00\uc7a5 \uc911\uc810\uc744 \ub450\uc5b4\uc57c \ud558\ub294 \ubd80\ubd84\uc740 \ube44\uc6a9 \uad00\ub9ac\uc785\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc608\uc0b0\uc774 \ub108\ubb34 \ub0ae\uac8c \ucc45\uc815\ub418\uba74 \ucea0\ud398\uc778\uc5d0\uc11c \uc131\uacfc\ub97c \uc5bb\uc744 \uc218 \uc5c6\ub294 \uacbd\uc6b0\uac00 \uc0dd\uae41\ub2c8\ub2e4.<\/p>\n<p>\uaddc\ubaa8\uc640 \ud6a8\uc728\uc131\uc774 \uade0\ud615\uc744 \uc774\ub8e8\ub294 \ucea0\ud398\uc778\uc774 \ucd5c\uace0\uc758 \ucea0\ud398\uc778\uc785\ub2c8\ub2e4. \uc2e4\uc9c8\uc801\uc778 ROI \ubaa9\ud45c\ub97c \uc138\uc6cc \uc801\uc808\ud55c \uc2dc\uae30\uc5d0 \uc62c\ubc14\ub978 \uad11\uace0\ub97c \uc81c\uacf5\ud558\uc5ec \ucd5c\ub300\ud55c \ub9ce\uc740 \uace0\uad00\uc5ec \uc0ac\uc6a9\uc790\ub4e4\uc758 \uc8fc\uc758\ub97c \ub04c\ub824\uba74, \uc6b4\uc601 \ube44\uc6a9, \ub9c8\uc9c4, \ubc30\uc1a1 \ube44\uc6a9 \ub4f1 \ub2e4\uc591\ud55c \uc694\uc18c\ub4e4\uc744 \uace0\ub824\ud574\uc57c \ud569\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uae30\uc900<\/strong><\/h3>\n<p>\ub9ac\ud0c0\uac8c\ud305 \ucea0\ud398\uc778\uc5d0\uc11c \ud074\ub9ad \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc740 \ucd5c\uc885\uc801\uc778 \uad6c\ub9e4\uc5d0 \uad11\uace0\uac00 \ubbf8\uce58\ub294 \uc601\ud5a5\uc744 \ubcf4\uc5ec\uc8fc\ub294 \ud655\uc2e4\ud55c \uc9c0\ud45c\uc785\ub2c8\ub2e4. \uc131\uacfc\ub97c \ud30c\uc545\ud560 \uc218 \uc788\ub294 \ubc29\ubc95\uc774 \uc788\uc5b4\uc57c \ud569\ub2c8\ub2e4. \uae30\ubcf8\uc801\uc73c\ub85c, \uc5b4\ub5a4 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc774 \ubaa9\ud45c\ub97c \ub2ec\uc131\ud558\ub294\ub370 \ub3c4\uc6c0\uc774 \ub420\uae4c\uc694?<\/p>\n<p>\ub178\ucd9c \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc758 \uacbd\uc6b0, \uad00\ub828\ub41c \uad11\uace0 \ucea0\ud398\uc778\uc774 \uc9c4\ud589\ub418\ub294 \ub3d9\uc548\uc5d0 \uad11\uace0 \uc0c1\ud488\uc758 \ud310\ub9e4\uac00 \ud5a5\uc0c1\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098, \uad11\uace0\uc5d0 \ub178\ucd9c\ub418\ub294 \uac83\ub9cc\uc73c\ub85c\ub294 \uad6c\ub9e4 \uc758\ub3c4\ub97c \ud30c\uc545\ud558\uae30 \ud798\ub4ed\ub2c8\ub2e4.<\/p>\n<p>\uad6c\ub9e4 \uc5ec\uc815\uc5d0\uc11c \ub178\ucd9c\uc774 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud558\uae34 \ud558\uc9c0\ub9cc, \ub178\ucd9c\uc5d0\ub9cc \ub108\ubb34 \uc758\uc874\ud558\uba74 \uc774\ub7ec\ud55c \ub178\ucd9c\uc774 \uad6c\ub9e4 \uc804\ud658\uc5d0 \ubbf8\uce58\ub294 \ud6a8\uacfc\uac00 \ubd80\ud480\ub824\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ud06c\ub9ac\ud14c\uc624\ub294 \ud074\ub9ad \ud6c4 \uc9c0\ud45c\ub97c \ucd5c\uc801\ud654\ud569\ub2c8\ub2e4. \ud074\ub9ad\uc740 \uad11\uace0\uac00 \ub178\ucd9c\ub418\uc5b4 \uace0\uac1d\ub4e4\uc5d0\uac8c \uc601\ud5a5\uc744 \uc8fc\uace0 \uc788\ub2e4\ub294 \uba85\ubc31\ud55c \uc9c0\ud45c\uc774\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624\ub294 \uae30\ubcf8\uc801\uc73c\ub85c \ud074\ub9ad \ud6c4 30\uc77c\uac04\uc758 \uc5b4\ud2b8\ub9ac\ubdf0\uc158\uc744 \uc0ac\uc6a9\ud569\ub2c8\ub2e4. \uc774\ub294 \uace0\uac1d\uc774 \ubc30\ub108\ub97c \ud074\ub9ad\ud55c \ud6c4 30\uc77c \uc774\ub0b4\uc5d0 \uad6c\ub9e4\ud558\uba74 \uc131\uacfc\uc5d0 \ubc18\uc601\ub428\uc744 \uc758\ubbf8\ud569\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\ud504\ub808\uccbc \ud615\ud0dc\uc758 \uad6c\ub9e4 \uc5ec\uc815<\/strong><\/h3>\n<p>\uad6c\ub9e4 \uc5ec\uc815\uc740 \ud504\ub808\uccbc \ud615\ud0dc\ub97c \ub771\ub2c8\ub2e4. \uace0\uac1d\ub4e4\uc740 \uc18c\uc15c \ubbf8\ub514\uc5b4, \ubaa8\ubc14\uc77c \uc571, \ube44\ub514\uc624 \ubc0f \uc624\ud504\ub77c\uc778\uc744 \ud1b5\ud574 \uc0c1\ud488\uacfc \uc6b0\ud68c\uc801\uc73c\ub85c \uc0c1\ud638 \uc791\uc6a9\uc744 \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc624\ub298\ub0a0, \ubcf5\uc7a1\ud55c \ub514\uc9c0\ud138 \ud658\uacbd\uc5d0\uc11c \uace0\uac1d\uc5d0\uac8c \ub3c4\ub2ec\ud55c\ub2e4\ub294 \uac83\uc740 \uc0c1\ub2f9\ud788 \uc5b4\ub824\uc6b4 \uc77c\uc785\ub2c8\ub2e4. \uac1c\uc778\ub9de\ucda4\ud654\uac00 \ubaa8\ub4e0 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uae30\ubc18\uc774 \ub418\ub294 \uc774\uc720\ub3c4 \uadf8 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n<p>\ub9ac\ud0c0\uac8c\ud305 \ucea0\ud398\uc778\uc744 \ucd5c\uc801\ud654\ud558\uace0 \ubaa8\ub4e0 \ucc44\ub110\uc5d0\uc11c \uad11\uace0\ub97c \uc9d1\ud589\ud568\uc73c\ub85c\uc368 \uadf8\ub9ac\uace0 \ud3ec\uad04\uc801\uc778 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubaa8\ub378\uc744 \uad6c\ucd95\ud568\uc73c\ub85c\uc368, \uae30\uc5c5\ub4e4\uc740 \uac01 \uace0\uac1d\ub4e4\uc5d0\uac8c \uac1c\ubcc4\ud654\ub41c \uc634\ub2c8\ucc44\ub110 \uacbd\ud5d8\uc744 \uc81c\uacf5\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<strong><br \/>\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \ubaa8\ub4e0 \ube44\uc988\ub2c8\uc2a4\uac00 \ub2e4\ub974\ub4ef, \ubaa8\ub4e0 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\ub3c4 \ub2e4\ub985\ub2c8\ub2e4. \uac01 \ub9c8\ucf00\ud130\uac00 \uc131\uacf5\uc744 \uac00\ub2a0\ud558\ub294 \uae30\uc900\ub3c4 \ub2e4\ub985\ub2c8\ub2e4. \uadf8\ub807\uae30 \ub54c\ubb38\uc5d0, \uc0c8\ub85c\uc6b4 \ucea0\ud398\uc778\uc5d0 \ucc29\uc218\ud560 \ub54c \ud575\uc2ec\uc131\uacfc\uc9c0\ud45c(KPI)\ub97c \uc124\uc815\ud558\ub294 \uac83\uc774 \ub9e4\uc6b0 \uc911\uc694\ud569\ub2c8\ub2e4. \uba3c\uc800 \uba87 \uac00\uc9c0 \ud575\uc2ec\uc801\uc778 \uc9c8\ubb38\uc744 \ud574\ubd05\ub2c8\ub2e4. \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c \uac00\uc7a5 \uc911\uc810\uc744 \ub450\ub294 \uac83\uc740 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