{"id":362,"date":"2025-05-12T21:50:11","date_gmt":"2025-05-13T05:50:11","guid":{"rendered":"https:\/\/attrisight.com\/?p=362"},"modified":"2025-05-24T16:33:00","modified_gmt":"2025-05-25T00:33:00","slug":"%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac","status":"publish","type":"post","link":"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/","title":{"rendered":"\ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \ub9c8\ucf00\ud305 \uc5b4\ud2b8\ub9ac\ubdf0\uc158: \uccab \uc811\ucd09\ubd80\ud130 \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \ucd94\uc801"},"content":{"rendered":"\ubcf5\uc7a1\ud55c B2B \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c \uc5b4\ub5a4 \uc811\uc810\uc774 \ub9ac\ub4dc \uc0dd\uc131 \ubc0f \uc804\ud658\uc5d0 \uc2e4\uc9c8\uc801\uc778 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294\uc9c0 \ud30c\uc545\ud558\ub294 \uac83\uc740 \uc810\uc810 \ub354 \uc5b4\ub824\uc6cc\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud310\ub9e4 \uc8fc\uae30\uac00 \uae38\uc5b4\uc9c0\uace0 \uad6c\ub9e4 \uc704\uc6d0\ud68c\uac00 \ud655\ub300\ub418\uba70 \ub514\uc9c0\ud138\uacfc \uc624\ud504\ub77c\uc778 \uc0c1\ud638\uc791\uc6a9\uc758 \uacbd\uacc4\uac00 \ubaa8\ud638\ud574\uc9d0\uc5d0 \ub530\ub77c, \ub9c8\ucf00\ud130\ub4e4\uc740 \ud30c\uc774\ud504\ub77c\uc778\uacfc \uc218\uc775\uc5d0 \ub300\ud55c \uae30\uc5ec\ub3c4\ub97c \uc785\uc99d\ud574\uc57c \ud558\ub294 \uc555\ubc15\uc5d0 \uc9c1\uba74\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uc5d0\uc11c\ub294 \ub9ac\ub4dc \uc0dd\uc131 \ud658\uacbd\uc5d0 \ud2b9\ud654\ub41c \ud6a8\uacfc\uc801\uc778 \uae30\uc5ec \uc2dc\uc2a4\ud15c\uc744 \uad6c\ucd95\ud558\ub294 \ubc29\ubc95\uc744 \uc0b4\ud3b4\ubcf4\uace0, \uc624\ub298\ub0a0\uc758 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uc911\uc2ec\uc801\uc778 \ud658\uacbd\uc5d0\uc11c \uccab \ubc88\uc9f8 \uc811\uc810\ubd80\ud130 \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \uace0\uac1d \uc5ec\uc815\uc744 \ucd94\uc801\ud558\ub294 \ud504\ub808\uc784\uc6cc\ud06c\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4.\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\ubaa9\ucc28<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\ubaa9\ucc28 \ud1a0\uae00\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\ube44\ub140\uc7a5<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Understanding_the_B2B_Lead_Generation_Journey\" >B2B \ub9ac\ub4dc \uc0dd\uc131 \uc5ec\uc815 \uc774\ud574<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Multi-Stage_Extended_Sales_Cycles\" >\ub2e4\ub2e8\uacc4, \ud655\uc7a5\ub41c \ud310\ub9e4 \uc8fc\uae30<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Multiple_Decision_Makers\" >\uc5ec\ub7ec \uc758\uc0ac \uacb0\uc815\uad8c\uc790<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Blend_of_Digital_and_Analog_Touchpoints\" >\ub514\uc9c0\ud138\uacfc \uc544\ub0a0\ub85c\uadf8 \ud130\uce58\ud3ec\uc778\ud2b8\uc758 \ud63c\ud569<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#The_Limitations_of_Traditional_Attribution_Models_in_B2B_Lead_Generation\" >B2B \ub9ac\ub4dc \uc0dd\uc131\uc5d0\uc11c \uae30\uc874 \uadc0\uc18d \ubaa8\ub378\uc758 \ud55c\uacc4<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Inadequate_Attribution_Windows\" >1. \ubd80\uc801\uc808\ud55c \uadc0\uc18d \ucc3d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Inability_to_Track_Multiple_Stakeholders\" >2. \uc5ec\ub7ec \uc774\ud574 \uad00\uacc4\uc790\ub97c \ucd94\uc801\ud560 \uc218 \uc5c6\uc74c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Limited_Cross-Channel_Integration\" >3. \uc81c\ud55c\ub41c \ud06c\ub85c\uc2a4 \ucc44\ub110 \ud1b5\ud569<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#4_Focus_on_Conversion_Rather_Than_Journey_Stages\" >4. \uc5ec\uc815 \ub2e8\uacc4\ubcf4\ub2e4\ub294 \uc804\ud658\uc5d0 \uc9d1\uc911\ud558\uc138\uc694<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Building_a_Lead_Generation_Attribution_Framework\" >\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131 \ud504\ub808\uc784\uc6cc\ud06c \uad6c\ucd95<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Multi-Touch_Attribution_Across_the_Full_Funnel\" >1. \uc804\uccb4 \ud37c\ub110\uc5d0 \uac78\uce5c \uba40\ud2f0\ud130\uce58 \uc5b4\ud2b8\ub9ac\ubdf0\uc158<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Account-Based_Attribution\" >2. \uacc4\uc815 \uae30\ubc18 \uadc0\uc18d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Extended_Attribution_Windows\" >3. \ud655\uc7a5\ub41c \uc18d\uc131 \ucc3d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#4_Online-to-Offline_Integration\" >4. \uc628\ub77c\uc778-\uc624\ud504\ub77c\uc778 \ud1b5\ud569<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Attribution_Models_for_Different_Lead_Generation_Contexts\" >\ub2e4\uc591\ud55c \ub9ac\ub4dc \uc0dd\uc131 \ucee8\ud14d\uc2a4\ud2b8\uc5d0 \ub300\ud55c \uadc0\uc18d \ubaa8\ub378<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Full-Path_Attribution_for_Complex_Enterprise_Sales\" >1. \ubcf5\uc7a1\ud55c \uae30\uc5c5 \uc601\uc5c5\uc744 \uc704\ud55c \uc804\uccb4 \uacbd\ub85c \uc18d\uc131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Time-Decay_Attribution_for_Mid-Market_B2B\" >2. \uc911\uacac\uae30\uc5c5 B2B\ub97c \uc704\ud55c \uc2dc\uac04 \uac10\uc1e0 \uadc0\uc18d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Position-Based_Attribution_for_SMB-Focused_Lead_Generation\" >3. SMB \uc911\uc2ec \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \uc704\uce58 \uae30\ubc18 \uc18d\uc131<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Implementing_Lead_Generation_Attribution_Technical_Considerations\" >\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131 \uad6c\ud604: \uae30\uc220\uc801 \uace0\ub824 \uc0ac\ud56d<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Data_Collection_Infrastructure\" >\ub370\uc774\ud130 \uc218\uc9d1 \uc778\ud504\ub77c<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Unified_Tracking_Implementation\" >1. \ud1b5\ud569 \ucd94\uc801 \uad6c\ud604<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_CRM_Integration\" >2. CRM \ud1b5\ud569<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Privacy-Compliant_Tracking\" >3. \uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc900\uc218 \ucd94\uc801<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Attribution_Window_Configuration\" >\uadc0\uc18d \ucc3d \uad6c\uc131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Lead_Source_Persistence\" >\ub9ac\ub4dc \uc18c\uc2a4 \uc9c0\uc18d\uc131<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Measuring_the_Full_Impact_of_Marketing_on_Lead_Generation\" >\ub9ac\ub4dc \uc0dd\uc131\uc5d0 \ub300\ud55c \ub9c8\ucf00\ud305\uc758 \uc804\uccb4 \uc601\ud5a5 \uce21\uc815<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Influenced_Attribution\" >1. \uc601\ud5a5\uc744 \ubc1b\uc740 \uadc0\uc778<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Incrementality_Testing\" >2. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Time-Series_Analysis\" >3. \uc2dc\uacc4\uc5f4 \ubd84\uc11d<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Case_Study_Implementing_Multi-Touch_Attribution_for_Enterprise_SaaS_Lead_Generation\" >\uc0ac\ub840 \uc5f0\uad6c: \uc5d4\ud130\ud504\ub77c\uc774\uc988 SaaS \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \uba40\ud2f0\ud130\uce58 \uc18d\uc131 \uad6c\ud604<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#The_Challenge\" >\ub3c4\uc804 \uacfc\uc81c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#The_Solution\" >\ud574\uacb0\ucc45<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#The_Results\" >\uacb0\uacfc<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Common_Lead_Attribution_Pitfalls_and_How_to_Avoid_Them\" >\uc77c\ubc18\uc801\uc778 \ub9ac\ub4dc \uadc0\uc18d \ud568\uc815\uacfc \uc774\ub97c \ud53c\ud558\ub294 \ubc29\ubc95<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_Ignoring_Non-Converting_Touchpoints\" >1. \uc804\ud658\ub418\uc9c0 \uc54a\ub294 \ud130\uce58\ud3ec\uc778\ud2b8 \ubb34\uc2dc<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Overemphasis_on_Digital_Touchpoints\" >2. \ub514\uc9c0\ud138 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ub300\ud55c \uacfc\ub3c4\ud55c \uac15\uc870<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Attribution_Data_Silos\" >3. \uadc0\uc18d \ub370\uc774\ud130 \uc0ac\uc77c\ub85c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#4_Failing_to_Adapt_to_Privacy_Changes\" >4. \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uc815\ucc45 \ubcc0\ud654\uc5d0 \uc801\uc751\ud558\uc9c0 \ubabb\ud568<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#The_Future_of_Lead_Generation_Attribution\" >\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131\uc758 \ubbf8\ub798<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#1_AI-Powered_Probabilistic_Attribution\" >1. AI \uae30\ubc18 \ud655\ub960\uc801 \uc18d\uc131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#2_Intent_Data_Integration\" >2. \uc758\ub3c4 \ub370\uc774\ud130 \ud1b5\ud569<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#3_Unified_Measurement_Approaches\" >3. \ud1b5\ud569 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Conclusion\" >\uacb0\ub860<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/attrisight.com\/ko\/%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%eb%a6%ac%eb%93%9c-%ec%83%9d%ec%84%b1-%ec%b6%94%ec%a0%81-%ec%b2%ab-%eb%b2%88%ec%a7%b8-%ec%a0%91%ec%b4%89-%ea%b1%b0%eb%9e%98-%ec%84%b1%ec%82%ac\/#Academic_References\" >\ud559\uc220 \ucc38\uace0\ubb38\ud5cc<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"understanding-the-b2b-lead-generation-journey\" tabindex=\"-1\" data-source-line=\"5-5\"><span class=\"ez-toc-section\" id=\"Understanding_the_B2B_Lead_Generation_Journey\"><\/span>B2B \ub9ac\ub4dc \uc0dd\uc131 \uc5ec\uc815 \uc774\ud574<span class=\"ez-toc-section-end\"><\/span><\/h2>\nB2B \ub9ac\ub4dc \uc0dd\uc131 \uacfc\uc815\uc740 \ub2e4\uc74c\uacfc \uac19\uc740 \uba87 \uac00\uc9c0 \ud575\uc2ec\uc801\uc778 \uce21\uba74\uc5d0\uc11c B2C \uad6c\ub9e4 \uacbd\ub85c\uc640 \uadfc\ubcf8\uc801\uc73c\ub85c \ub2e4\ub985\ub2c8\ub2e4.\n<h3 id=\"multi-stage%2C-extended-sales-cycles\" tabindex=\"-1\" data-source-line=\"9-9\"><span class=\"ez-toc-section\" id=\"Multi-Stage_Extended_Sales_Cycles\"><\/span>\ub2e4\ub2e8\uacc4, \ud655\uc7a5\ub41c \ud310\ub9e4 \uc8fc\uae30<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc77c\ubc18\uc801\uc778 B2B \uad6c\ub9e4 \uc5ec\uc815\uc740 \uba87 \uc8fc, \uba87 \ub2ec, \uc2ec\uc9c0\uc5b4 \uba87 \ub144\uc5d0 \uac78\uccd0 \uc5ec\ub7ec \ub2e8\uacc4\ub85c \uc9c4\ud589\ub429\ub2c8\ub2e4.\u00a0<a href=\"https:\/\/attrisight.com\/ko\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uc560\ud2b8\ub9ac\uc0ac\uc774\ud2b8<\/a>\u00a0B2B \ud310\ub9e4 \uc8fc\uae30\ub294 \uc911\uacac\uae30\uc5c5 \uad6c\ub9e4\uc758 \uacbd\uc6b0 \ud3c9\uade0 3~6\uac1c\uc6d4, \ub300\uae30\uc5c5 \uac70\ub798\uc758 \uacbd\uc6b0 6~18\uac1c\uc6d4\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \uc774\ucc98\ub7fc \uae34 \uc8fc\uae30\ub294 \uc7a5\uae30\uac04\uc5d0 \uac78\uccd0 \ucd94\uc801 \uc5f0\uc18d\uc131\uc744 \uc720\uc9c0\ud574\uc57c \ud558\ub294 \uadc0\uc18d \uc2dc\uc2a4\ud15c\uc5d0 \uc0c1\ub2f9\ud55c \uc5b4\ub824\uc6c0\uc744 \uc57c\uae30\ud569\ub2c8\ub2e4. Baumgartner \uc678 \uc5f0\uad6c\uc9c4(2022)\uc740 B2B \uad6c\ub9e4 \ud589\ub3d9 \uc5f0\uad6c\uc5d0\uc11c &quot;B2B \uad6c\ub9e4 \ud504\ub85c\uc138\uc2a4\uc758 \ud655\uc7a5\ub41c \uc2dc\uac04\uc801 \ucc28\uc6d0\uc740 \uc18c\ube44\uc790 \ub9c8\ucf00\ud305\uc5d0\uc11c \uc77c\ubc18\uc801\uc73c\ub85c \uc694\uad6c\ud558\ub294 \uac83\ubcf4\ub2e4 \ud6e8\uc52c \ub354 \uae34 \uae30\uac04\uc5d0 \uac78\uccd0 \ucd94\uc801 \ubb34\uacb0\uc131\uc744 \uc720\uc9c0\ud560 \uc218 \uc788\ub294 \uadc0\uc18d \ubaa8\ub378\uc744 \ud544\uc694\ub85c \ud55c\ub2e4&quot;\uace0 \uc9c0\uc801\ud588\uc2b5\ub2c8\ub2e4(Journal of Business Research, Vol. 147).\n<h3 id=\"multiple-decision-makers\" tabindex=\"-1\" data-source-line=\"15-15\"><span class=\"ez-toc-section\" id=\"Multiple_Decision_Makers\"><\/span>\uc5ec\ub7ec \uc758\uc0ac \uacb0\uc815\uad8c\uc790<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \uad6c\ub9e4\ub294 \ub2e8\uc77c \uc758\uc0ac\uacb0\uc815\uad8c\uc790\uac00 \uad00\uc5ec\ud558\ub294 \uacbd\uc6b0\uac00 \ub4dc\ubb45\ub2c8\ub2e4. \uac00\ud2b8\ub108\uc758 \uc870\uc0ac\uc5d0 \ub530\ub974\uba74, \uc77c\ubc18\uc801\uc778 B2B \uad6c\ub9e4 \uc704\uc6d0\ud68c\ub294 6~10\uba85\uc73c\ub85c \uad6c\uc131\ub418\uba70, \uac01 \uc704\uc6d0\ud68c\ub294 \ub9c8\ucf00\ud305 \uc811\uc810\uacfc \uac01\uae30 \ub2e4\ub978 \ubc29\uc2dd\uc73c\ub85c \uc0c1\ud638 \uc791\uc6a9\ud569\ub2c8\ub2e4. \uc77c\ubd80 \uc704\uc6d0\ub4e4\uc740 \ub9c8\ucf00\ud305\uc5d0 \uc9c1\uc811 \uad00\uc5ec\ud558\uc9c0 \uc54a\ub354\ub77c\ub3c4 \ucd5c\uc885 \uacb0\uc815\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uce60 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"blend-of-digital-and-analog-touchpoints\" tabindex=\"-1\" data-source-line=\"19-19\"><span class=\"ez-toc-section\" id=\"Blend_of_Digital_and_Analog_Touchpoints\"><\/span>\ub514\uc9c0\ud138\uacfc \uc544\ub0a0\ub85c\uadf8 \ud130\uce58\ud3ec\uc778\ud2b8\uc758 \ud63c\ud569<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub514\uc9c0\ud138 \ub9c8\ucf00\ud305\uc774 B2B \ub9ac\ub4dc \uc0dd\uc131\uc5d0\uc11c \ub354\uc6b1 \uc911\uc694\ud574\uc9c0\uace0 \uc788\uc9c0\ub9cc, \uc5c5\uacc4 \ud589\uc0ac, \uc601\uc5c5 \uc804\ud654, \ub2e4\uc774\ub809\ud2b8 \uba54\uc77c\uacfc \uac19\uc740 \uae30\uc874 \ucc44\ub110\uc740 \uc5ec\uc804\ud788 \uc911\uc694\ud55c \uc811\uc810\uc785\ub2c8\ub2e4. \uc628\ub77c\uc778\uacfc \uc624\ud504\ub77c\uc778 \uc0c1\ud638\uc791\uc6a9\uc758 \ud1b5\ud569\uc740 \uc8fc\ub85c \ub514\uc9c0\ud138 \uc2e0\ud638\uc5d0 \uc758\uc874\ud558\ub294 \uae30\uc874 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uc2dc\uc2a4\ud15c\uc5d0\uc11c &quot;\uc0ac\uac01\uc9c0\ub300&quot;\ub97c \ubc1c\uc0dd\uc2dc\ud0b5\ub2c8\ub2e4.\n<h2 id=\"the-limitations-of-traditional-attribution-models-in-b2b-lead-generation\" tabindex=\"-1\" data-source-line=\"23-23\"><span class=\"ez-toc-section\" id=\"The_Limitations_of_Traditional_Attribution_Models_in_B2B_Lead_Generation\"><\/span>B2B \ub9ac\ub4dc \uc0dd\uc131\uc5d0\uc11c \uae30\uc874 \uadc0\uc18d \ubaa8\ub378\uc758 \ud55c\uacc4<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\ud45c\uc900 \uadc0\uc18d \ubaa8\ub378\uc740 \ud310\ub9e4 \uc8fc\uae30\uac00 \uc9e7\uace0 \uac1c\ubcc4 \uc758\uc0ac \uacb0\uc815\uad8c\uc790\uac00 \uc788\ub294 B2C \ud658\uacbd\uc744 \uc704\ud574 \uc8fc\ub85c \uac1c\ubc1c\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubaa8\ub378\uc744 B2B \ub9ac\ub4dc \uc0dd\uc131\uc5d0 \uc801\uc6a9\ud558\uba74 \ub2e4\uc74c\uacfc \uac19\uc740 \uba87 \uac00\uc9c0 \ud55c\uacc4\uac00 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-inadequate-attribution-windows\" tabindex=\"-1\" data-source-line=\"27-27\"><span class=\"ez-toc-section\" id=\"1_Inadequate_Attribution_Windows\"><\/span>1. \ubd80\uc801\uc808\ud55c \uadc0\uc18d \ucc3d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub300\ubd80\ubd84\uc758 \uae30\uc874 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubaa8\ub378\uc740 \uc77c\ubc18\uc801\uc73c\ub85c 30~90\uc77c\uc758 \ube44\uad50\uc801 \uc9e7\uc740 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uc708\ub3c4\uc6b0\ub97c \uc0ac\uc6a9\ud569\ub2c8\ub2e4. \ud310\ub9e4 \uc8fc\uae30\uac00 \uae34 B2B \uae30\uc5c5\uc758 \uacbd\uc6b0, \uc774\ub7ec\ud55c \uc708\ub3c4\uc6b0\ub294 \uad6c\ub9e4\uc790 \uc5ec\uc815 \uc804\uccb4\ub97c \ud3ec\ucc29\ud558\uc9c0 \ubabb\ud558\uace0 \uad00\uacc4\ub97c \uc2dc\uc791\ud55c \uc911\uc694\ud55c \ucd08\uae30 \uc811\uc810\uc744 \ub193\uce58\uac8c \ub429\ub2c8\ub2e4.\n<table data-source-line=\"31-35\">\n<thead data-source-line=\"31-31\">\n<tr data-source-line=\"31-31\">\n<th>\ud310\ub9e4 \uc8fc\uae30 \uae38\uc774<\/th>\n<th>\uad8c\uc7a5\ub418\ub294 \uc18d\uc131 \ucc3d<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"33-35\">\n<tr data-source-line=\"33-33\">\n<td>1-3\uac1c\uc6d4<\/td>\n<td>90-120\uc77c<\/td>\n<\/tr>\n<tr data-source-line=\"34-34\">\n<td>3-6\uac1c\uc6d4<\/td>\n<td>180~270\uc77c<\/td>\n<\/tr>\n<tr data-source-line=\"35-35\">\n<td>6\uac1c\uc6d4 \uc774\uc0c1<\/td>\n<td>365\uc77c \uc774\uc0c1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 id=\"2.-inability-to-track-multiple-stakeholders\" tabindex=\"-1\" data-source-line=\"37-37\"><span class=\"ez-toc-section\" id=\"2_Inability_to_Track_Multiple_Stakeholders\"><\/span>2. \uc5ec\ub7ec \uc774\ud574 \uad00\uacc4\uc790\ub97c \ucd94\uc801\ud560 \uc218 \uc5c6\uc74c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uae30\uc874\uc758 \uae30\uc5ec \ubaa8\ub378\uc740 \uacc4\uc815\uc774\ub098 \uad6c\ub9e4 \uc704\uc6d0\ud68c\uac00 \uc544\ub2cc \uac1c\ubcc4 \uc0ac\uc6a9\uc790\ub97c \ucd94\uc801\ud569\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubaa8\ub378\uc740 \ub3d9\uc77c\ud55c \uc870\uc9c1\uc758 \uc5ec\ub7ec \uc774\ud574\uad00\uacc4\uc790\uac00 \uc11c\ub85c \ub2e4\ub978 \ucc44\ub110\uacfc \uae30\uae30\ub97c \ud1b5\ud574 \ub9c8\ucf00\ud305\uacfc \uc0c1\ud638 \uc791\uc6a9\ud560 \ub54c \uace0\uac1d \uc5ec\uc815\uc5d0 \ub300\ud55c \ub2e8\ud3b8\uc801\uc778 \uc2dc\uac01\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.\n<h3 id=\"3.-limited-cross-channel-integration\" tabindex=\"-1\" data-source-line=\"41-41\"><span class=\"ez-toc-section\" id=\"3_Limited_Cross-Channel_Integration\"><\/span>3. \uc81c\ud55c\ub41c \ud06c\ub85c\uc2a4 \ucc44\ub110 \ud1b5\ud569<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub300\ubd80\ubd84\uc758 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uc2dc\uc2a4\ud15c\uc740 \uc628\ub77c\uc778 \ud589\ub3d9\uacfc \uc624\ud504\ub77c\uc778 \uc0c1\ud638\uc791\uc6a9\uc744 \uc5f0\uacb0\ud558\ub294 \ub370 \uc5b4\ub824\uc6c0\uc744 \uacaa\uc2b5\ub2c8\ub2e4. \uc774\ubca4\ud2b8, \uc601\uc5c5 \uc804\ud654 \ubc0f \uae30\ud0c0 \uc624\ud504\ub77c\uc778 \uc811\uc810\uc5d0 \ud06c\uac8c \uc758\uc874\ud558\ub294 B2B \uc870\uc9c1\uc758 \uacbd\uc6b0, \uc774\ub294 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ub370\uc774\ud130\uc5d0\uc11c \uc0c1\ub2f9\ud55c \uacf5\ubc31\uc744 \ucd08\ub798\ud569\ub2c8\ub2e4.\n<h3 id=\"4.-focus-on-conversion-rather-than-journey-stages\" tabindex=\"-1\" data-source-line=\"45-45\"><span class=\"ez-toc-section\" id=\"4_Focus_on_Conversion_Rather_Than_Journey_Stages\"><\/span>4. \uc5ec\uc815 \ub2e8\uacc4\ubcf4\ub2e4\ub294 \uc804\ud658\uc5d0 \uc9d1\uc911\ud558\uc138\uc694<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2C \uae30\uc5ec \ubaa8\ub378\uc740 \uc77c\ubc18\uc801\uc73c\ub85c \ucd5c\uc885 \uc804\ud658(\uad6c\ub9e4)\uc5d0 \ucd08\uc810\uc744 \ub9de\ucd94\ub294 \ubc18\uba74, B2B \ub9ac\ub4dc \uc0dd\uc131\uc740 MQL\uc5d0\uc11c SQL, \uae30\ud68c \ucc3d\ucd9c, \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \ud37c\ub110 \uc804\ubc18\uc5d0 \uac78\uccd0 \uc5ec\ub7ec \uc758\ubbf8 \uc788\ub294 \uc804\ud658\uc744 \ud3ec\ud568\ud569\ub2c8\ub2e4. \ud45c\uc900 \ubaa8\ub378\uc740 \uc774\ub7ec\ud55c \uc911\uac04 \uc804\ud658 \uc2dc\uc810\uc744 \uac70\uc758 \uace0\ub824\ud558\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4.\n<h2 id=\"building-a-lead-generation-attribution-framework\" tabindex=\"-1\" data-source-line=\"49-49\"><span class=\"ez-toc-section\" id=\"Building_a_Lead_Generation_Attribution_Framework\"><\/span>\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131 \ud504\ub808\uc784\uc6cc\ud06c \uad6c\ucd95<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc774\ub7ec\ud55c \ud55c\uacc4\ub97c \uadf9\ubcf5\ud558\uae30 \uc704\ud574 B2B \ub9c8\ucf00\ud130\ub294 \ub9ac\ub4dc \uc0dd\uc131 \ub9e5\ub77d\uc5d0 \ub9de\ucdb0 \ud2b9\ubcc4\ud788 \uc124\uacc4\ub41c \uc804\ubb38\ud654\ub41c \uc18d\uc131 \ud504\ub808\uc784\uc6cc\ud06c\uac00 \ud544\uc694\ud569\ub2c8\ub2e4. \uc774 \ud504\ub808\uc784\uc6cc\ud06c\uc5d0\ub294 \ub2e4\uc74c\uacfc \uac19\uc740 \uba87 \uac00\uc9c0 \ud575\uc2ec \uc694\uc18c\uac00 \ud3ec\ud568\ub418\uc5b4\uc57c \ud569\ub2c8\ub2e4.\n<h3 id=\"1.-multi-touch-attribution-across-the-full-funnel\" tabindex=\"-1\" data-source-line=\"53-53\"><span class=\"ez-toc-section\" id=\"1_Multi-Touch_Attribution_Across_the_Full_Funnel\"><\/span>1. \uc804\uccb4 \ud37c\ub110\uc5d0 \uac78\uce5c \uba40\ud2f0\ud130\uce58 \uc5b4\ud2b8\ub9ac\ubdf0\uc158<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud6a8\uacfc\uc801\uc778 \ub9ac\ub4dc \uc0dd\uc131 \uae30\uc5ec \ubd84\uc11d\uc744 \uc704\ud574\uc11c\ub294 \ucd08\uae30 \uc778\uc9c0\ubd80\ud130 \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \uc804\uccb4 \ud37c\ub110\uc5d0 \uac78\uccd0 \ud130\uce58\ud3ec\uc778\ud2b8\ub97c \ucd94\uc801\ud574\uc57c \ud569\ub2c8\ub2e4. Li\uc640 Kannan(2014)\uc740 \uc5f0\uad6c\ub97c \ud1b5\ud574 \uc0c1\uc704 \ud37c\ub110\uacfc \ud558\uc704 \ud37c\ub110 \uc0c1\ud638\uc791\uc6a9\uc744 \ubaa8\ub450 \uace0\ub824\ud558\ub294 \uba40\ud2f0\ud130\uce58 \uae30\uc5ec \ubd84\uc11d \ubaa8\ub378\uc774 \ub2e8\uc77c \ud130\uce58 \ubaa8\ub378\ubcf4\ub2e4 \ud6e8\uc52c \ub354 \uc815\ud655\ud55c \uae30\uc5ec \ubd84\uc11d \uc778\uc0ac\uc774\ud2b8\ub97c \uc81c\uacf5\ud55c\ub2e4\ub294 \uac83\uc744 \uc785\uc99d\ud588\uc2b5\ub2c8\ub2e4. \uc5f0\uad6c \uacb0\uacfc\uc5d0 \ub530\ub974\uba74, &quot;\uace0\uac1d \uc5ec\uc815 \uc804\uccb4\uc758 \ud130\uce58\ud3ec\uc778\ud2b8\ub97c \ud1b5\ud569\ud558\ub294 \uba40\ud2f0\ud130\uce58 \uae30\uc5ec \ubd84\uc11d \ubaa8\ub378\uc740 \ud558\uc704 \ud37c\ub110 \uc0c1\ud638\uc791\uc6a9\uc5d0\ub9cc \uc9d1\uc911\ud558\ub294 \ubaa8\ub378\ubcf4\ub2e4 \uc804\ud658 \ud589\ub3d9\uc758 36% \ub354 \ud070 \ubcc0\ub3d9\uc131\uc744 \uc124\uba85\ud569\ub2c8\ub2e4&quot;(Journal of Marketing Research, Vol. 51). \ud3ec\uad04\uc801\uc778 B2B \uae30\uc5ec \ubd84\uc11d \ubaa8\ub378\uc740 \ub2e4\uc74c\uc744 \ucd94\uc801\ud574\uc57c \ud569\ub2c8\ub2e4.\n<ul data-source-line=\"61-64\">\n<li data-source-line=\"61-61\"><strong>\ud37c\ub110 \uc0c1\ub2e8 \ud130\uce58\ud3ec\uc778\ud2b8<\/strong>: \ucf58\ud150\uce20 \uc18c\ube44, \uc18c\uc15c \ubbf8\ub514\uc5b4 \ucc38\uc5ec, \ub274\uc2a4\ub808\ud130 \uad6c\ub3c5<\/li>\n<li data-source-line=\"62-62\"><strong>\uc911\uac04 \ud37c\ub110 \ud130\uce58\ud3ec\uc778\ud2b8<\/strong>: \uc6e8\ube44\ub098 \ucc38\uc11d, \uc81c\ud488 \ub370\ubaa8, \uc601\uc5c5 \ud65c\uc131\ud654 \ucf58\ud150\uce20 \ub2e4\uc6b4\ub85c\ub4dc<\/li>\n<li data-source-line=\"63-64\"><strong>\ud558\ub2e8 \ud37c\ub110 \ud130\uce58\ud3ec\uc778\ud2b8<\/strong>: \uc601\uc5c5 \ud68c\uc758, \uc81c\uc548 \uac80\ud1a0, \uacc4\uc57d \ud611\uc0c1<\/li>\n<\/ul>\n<h3 id=\"2.-account-based-attribution\" tabindex=\"-1\" data-source-line=\"65-65\"><span class=\"ez-toc-section\" id=\"2_Account-Based_Attribution\"><\/span>2. \uacc4\uc815 \uae30\ubc18 \uadc0\uc18d<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \ub9ac\ub4dc \uc0dd\uc131 \uae30\uc5ec \ubd84\uc11d\uc740 \uac1c\ubcc4 \uc0ac\uc6a9\uc790 \uc5ec\uc815\uc744 \ucd94\uc801\ud558\ub294 \ub300\uc2e0, \uacc4\uc815 \uc218\uc900\uc5d0\uc11c \ud130\uce58\ud3ec\uc778\ud2b8\ub97c \uc9d1\uacc4\ud574\uc57c \ud569\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc811\uadfc \ubc29\uc2dd\uc740 \ub3d9\uc77c\ud55c \uc870\uc9c1\uc758 \uc5ec\ub7ec \uc774\ud574\uad00\uacc4\uc790\uac00 \ub2e8\uc77c \uad6c\ub9e4 \uacb0\uc815\uc5d0 \ucc38\uc5ec\ud558\ub294 \ub3d9\uc548 \ub2e4\uc591\ud55c \ub9c8\ucf00\ud305 \ucc44\ub110\uc744 \ud1b5\ud574 \uc0c1\ud638\uc791\uc6a9\ud560 \uc218 \uc788\ub2e4\ub294 \uc810\uc744 \uace0\ub824\ud569\ub2c8\ub2e4. \uacc4\uc815 \uae30\ubc18 \uae30\uc5ec \ubd84\uc11d\uc744 \uad6c\ud604\ud558\ub824\uba74 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"71-74\">\n<li data-source-line=\"71-71\"><strong>\uc5f0\ub77d\ucc98-\uacc4\uc815 \ub9e4\ud551<\/strong>: \uac1c\ubcc4 \uc5f0\ub77d\ucc98\ub97c \ud574\ub2f9 \uc870\uc9c1\uacfc \uc5f0\uacb0<\/li>\n<li data-source-line=\"72-72\"><strong>\ud1b5\ud569 \uacc4\uc815 \ud504\ub85c\ud544<\/strong>: \ub3d9\uc77c\ud55c \uc870\uc9c1 \ub0b4 \uc5f0\ub77d\ucc98\uc758 \ubaa8\ub4e0 \ud130\uce58\ud3ec\uc778\ud2b8 \uc9d1\uacc4<\/li>\n<li data-source-line=\"73-74\"><strong>\uc5ed\ud560 \uae30\ubc18 \uac00\uc911\uce58<\/strong>: \uad6c\ub9e4 \ud504\ub85c\uc138\uc2a4\uc5d0\uc11c \uc5f0\ub77d\ucc98\uc758 \uc5ed\ud560\uc5d0 \ub530\ub77c \uc0c1\ud638 \uc791\uc6a9\uc5d0 \ub2e4\ub978 \uac00\uc911\uce58 \uc801\uc6a9<\/li>\n<\/ul>\n<h3 id=\"3.-extended-attribution-windows\" tabindex=\"-1\" data-source-line=\"75-75\"><span class=\"ez-toc-section\" id=\"3_Extended_Attribution_Windows\"><\/span>3. \ud655\uc7a5\ub41c \uc18d\uc131 \ucc3d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub354 \uae34 B2B \ud310\ub9e4 \uc8fc\uae30\ub97c \uc218\uc6a9\ud558\uae30 \uc704\ud574, \uadc0\uc18d \ubaa8\ub378\uc740 \uc0c1\ub2f9\ud788 \uae34 \uadc0\uc18d \uae30\uac04\uc744 \uc801\uc6a9\ud574\uc57c \ud569\ub2c8\ub2e4. Abhishek \uc678 \uc5f0\uad6c\uc9c4(2015)\uc758 \uc5f0\uad6c\uc5d0 \ub530\ub974\uba74, B2B \ud658\uacbd\uc5d0\uc11c \uadc0\uc18d \uae30\uac04\uc744 \ub2e8\ucd95\ud558\uba74 \uccb4\uacc4\uc801\uc778 \ud3b8\ud5a5\uc774 \ubc1c\uc0dd\ud558\uba70, \ud2b9\ud788 \uc804\ud658 \uba87 \ub2ec \uc804\uc5d0 \ud310\ub9e4 \ud504\ub85c\uc138\uc2a4\ub97c \uc2dc\uc791\ud558\ub294 \ucd5c\uc0c1\uc704 \ud37c\ub110(Top-of-Funnel) \ucc44\ub110\uc744 \uacfc\uc18c\ud3c9\uac00\ud558\ub294 \uacbd\ud5a5\uc774 \uc788\uc2b5\ub2c8\ub2e4. \ub300\ubd80\ubd84\uc758 B2B \uc870\uc9c1\uc740 \uadc0\uc18d \uae30\uac04\uc744 \ucd5c\uc18c 12\uac1c\uc6d4\ub85c \uc5f0\uc7a5\ud574\uc57c \ud558\uba70, \uc77c\ubd80 \ub300\uae30\uc5c5 \uc911\uc2ec \uae30\uc5c5\uc740 18~24\uac1c\uc6d4\uc758 \ub354 \uae34 \uae30\uac04\uc744 \ud544\uc694\ub85c \ud569\ub2c8\ub2e4.\n<h3 id=\"4.-online-to-offline-integration\" tabindex=\"-1\" data-source-line=\"81-81\"><span class=\"ez-toc-section\" id=\"4_Online-to-Offline_Integration\"><\/span>4. \uc628\ub77c\uc778-\uc624\ud504\ub77c\uc778 \ud1b5\ud569<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud6a8\uacfc\uc801\uc778 B2B \uadc0\uc18d\uc740 \ub514\uc9c0\ud138\uacfc \uc544\ub0a0\ub85c\uadf8 \ud130\uce58\ud3ec\uc778\ud2b8 \uac04\uc758 \uaca9\ucc28\ub97c \uba54\uc6c1\ub2c8\ub2e4. \uc774\ub97c \uc704\ud574\uc11c\ub294 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"85-88\">\n<li data-source-line=\"85-85\"><strong>CRM \ud1b5\ud569<\/strong>: CRM\uc5d0 \uae30\ub85d\ub41c \uc624\ud504\ub77c\uc778 \ud310\ub9e4 \ud65c\ub3d9\uacfc \uc628\ub77c\uc778 \ud589\ub3d9\uc744 \uc5f0\uacb0\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"86-86\"><strong>\uc774\ubca4\ud2b8 \ucd94\uc801<\/strong>: \ubb34\uc5ed \ubc15\ub78c\ud68c \ucc38\uc11d, \uc5f0\uc124 \ucc38\uc5ec \ubc0f \uae30\ud0c0 \uc624\ud504\ub77c\uc778 \uc774\ubca4\ud2b8\ub97c \uadc0\uc18d \ubaa8\ub378\uc5d0 \ud1b5\ud569<\/li>\n<li data-source-line=\"87-88\"><strong>\ud1b5\ud654 \ucd94\uc801<\/strong>: \uc778\ubc14\uc6b4\ub4dc \ud1b5\ud654\ub97c \uc774\uc804 \ub514\uc9c0\ud138 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \uc5f0\uacb0<\/li>\n<\/ul>\n<h2 id=\"attribution-models-for-different-lead-generation-contexts\" tabindex=\"-1\" data-source-line=\"89-89\"><span class=\"ez-toc-section\" id=\"Attribution_Models_for_Different_Lead_Generation_Contexts\"><\/span>\ub2e4\uc591\ud55c \ub9ac\ub4dc \uc0dd\uc131 \ucee8\ud14d\uc2a4\ud2b8\uc5d0 \ub300\ud55c \uadc0\uc18d \ubaa8\ub378<span class=\"ez-toc-section-end\"><\/span><\/h2>\nB2B \uc870\uc9c1\ub9c8\ub2e4 \ud310\ub9e4 \uc8fc\uae30, \ub9c8\ucf00\ud305 \ubbf9\uc2a4, \uadf8\ub9ac\uace0 \uc0ac\uc5c5 \ubaa9\ud45c\uc5d0 \ub530\ub77c \uac01\uae30 \ub2e4\ub978 \uae30\uc5ec \ubaa8\ub378\uc774 \ud544\uc694\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub2e4\uc591\ud55c \ub9ac\ub4dc \uc0dd\uc131 \uc0c1\ud669\uc5d0 \uac00\uc7a5 \ud6a8\uacfc\uc801\uc778 \ubaa8\ub378\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-full-path-attribution-for-complex-enterprise-sales\" tabindex=\"-1\" data-source-line=\"93-93\"><span class=\"ez-toc-section\" id=\"1_Full-Path_Attribution_for_Complex_Enterprise_Sales\"><\/span>1. \ubcf5\uc7a1\ud55c \uae30\uc5c5 \uc601\uc5c5\uc744 \uc704\ud55c \uc804\uccb4 \uacbd\ub85c \uc18d\uc131<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uae30\uc5c5 \uace0\uac1d\uc744 \ub300\uc0c1\uc73c\ub85c \ubcf5\uc7a1\ud558\uace0 \uae34 \ud310\ub9e4 \uc8fc\uae30\ub97c \uac00\uc9c4 \uc870\uc9c1\uc758 \uacbd\uc6b0, \ud480\ud328\uc2a4 \uc5b4\ud2b8\ub9ac\ubdf0\uc158(Full-Path Attribution)\uc740 \uac00\uc7a5 \ud3ec\uad04\uc801\uc778 \uad00\uc810\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \uc774 \ubaa8\ub378\uc740 \uc804\uccb4 \uace0\uac1d \uc5ec\uc815\uc758 \uc8fc\uc694 \uc811\uc810\uc5d0 \uac00\uce58\ub97c \ubd80\uc5ec\ud558\uba70, \uc77c\ubc18\uc801\uc73c\ub85c \ub2e4\uc74c\uacfc \uac19\uc740 \uac00\uce58\ub97c \ud560\ub2f9\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"97-102\">\n<li data-source-line=\"97-97\">22.5% \uccab \ubc88\uc9f8 \ud130\uce58(\ucd08\uae30 \uc778\uc2dd)\uae4c\uc9c0<\/li>\n<li data-source-line=\"98-98\">22.5%\uac00 \ucc3d\uc870\ub97c \uc774\ub048\ub2e4<\/li>\n<li data-source-line=\"99-99\">22.5% \uae30\ud68c \ucc3d\ucd9c<\/li>\n<li data-source-line=\"100-100\">22.5% \uac70\ub798 \uc131\uc0ac<\/li>\n<li data-source-line=\"101-102\">10%\ub294 \ub098\uba38\uc9c0 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ubd84\uc0b0\ub428<\/li>\n<\/ul>\n\uc774 \ubaa8\ub378\uc740 \uc911\uc694\ud55c \uc911\uac04 \ub2e8\uacc4 \uc0c1\ud638\uc791\uc6a9\uc744 \uace0\ub824\ud558\ub294 \ub3d9\uc2dc\uc5d0 \ud130\uce58\ud3ec\uc778\ud2b8\ub97c \uc2dc\uc791\ud558\uace0 \ub9c8\ubb34\ub9ac\ud558\ub294 \uac83\uc758 \uc911\uc694\uc131\uc744 \uc778\uc2dd\ud569\ub2c8\ub2e4.\n<h3 id=\"2.-time-decay-attribution-for-mid-market-b2b\" tabindex=\"-1\" data-source-line=\"105-105\"><span class=\"ez-toc-section\" id=\"2_Time-Decay_Attribution_for_Mid-Market_B2B\"><\/span>2. \uc911\uacac\uae30\uc5c5 B2B\ub97c \uc704\ud55c \uc2dc\uac04 \uac10\uc1e0 \uadc0\uc18d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc911\uac04 \uc815\ub3c4\uc758 \ud310\ub9e4 \uc8fc\uae30(3~6\uac1c\uc6d4)\ub97c \uac00\uc9c4 \uc911\uacac\uae30\uc5c5\uc758 \uacbd\uc6b0, \uc2dc\uac04 \uac00\uce58 \uac10\uc18c \uadc0\uc778\uc740 \uc801\uc808\ud55c \uade0\ud615\uc744 \uc81c\uacf5\ud558\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4. \uc774 \ubaa8\ub378\uc740 \uc804\ud658 \uc2dc\uc810\uc5d0 \uac00\uae4c\uc6b4 \uc811\uc810\uc5d0 \uc810\uc9c4\uc801\uc73c\ub85c \ub354 \ub9ce\uc740 \uae30\uc5ec\ub97c \ud560\ub2f9\ud558\ub294 \ub3d9\uc2dc\uc5d0 \uc774\uc804 \uc0c1\ud638\uc791\uc6a9\ub3c4 \uc911\uc694\ud558\uac8c \uc778\uc2dd\ud569\ub2c8\ub2e4. \uc2dc\uac04 \uac00\uce58 \uac10\uc18c \uadc0\uc778\uc740 \ud2b9\ud788 \ucee8\uc124\ud305 \uc911\uc2ec\uc758 \uc601\uc5c5 \ud504\ub85c\uc138\uc2a4\ub97c \uac00\uc9c4 \uc870\uc9c1\uc5d0 \ud6a8\uacfc\uc801\uc774\uba70, \uc774\ub7ec\ud55c \uc870\uc9c1\uc5d0\uc11c\ub294 \ucd5c\uc885 \uacb0\uc815\uc5d0\uc11c \ud6c4\ubc18 \uc811\uc810\uc758 \uc601\ud5a5\ub825\uc774 \uc77c\ubc18\uc801\uc73c\ub85c \ub354 \ud07d\ub2c8\ub2e4.\n<h3 id=\"3.-position-based-attribution-for-smb-focused-lead-generation\" tabindex=\"-1\" data-source-line=\"111-111\"><span class=\"ez-toc-section\" id=\"3_Position-Based_Attribution_for_SMB-Focused_Lead_Generation\"><\/span>3. SMB \uc911\uc2ec \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \uc704\uce58 \uae30\ubc18 \uc18d\uc131<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud310\ub9e4 \uc8fc\uae30\uac00 \uc9e7\uc740 \uc911\uc18c\uae30\uc5c5\uc744 \ud0c0\uac9f\uc73c\ub85c \ud558\ub294 \uc870\uc9c1\uc740 \uc704\uce58 \uae30\ubc18(U\uc790\ud615) \uadc0\uc778\uc744 \ud1b5\ud574 \uc774\uc810\uc744 \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \ubaa8\ub378\uc740 \ub2e4\uc74c\uc744 \ud560\ub2f9\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"115-118\">\n<li data-source-line=\"115-115\">\uccab \ubc88\uc9f8 \ud130\uce58\uc5d0 40% \ud06c\ub808\ub527 \uc81c\uacf5<\/li>\n<li data-source-line=\"116-116\">\ub9ac\ub4dc \uc804\ud658 \ud130\uce58\uc5d0 \ub300\ud55c 40% \ud06c\ub808\ub527<\/li>\n<li data-source-line=\"117-118\">20%\ub294 \uc911\uac04 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ubd84\uc0b0\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\nZhang \uc678 \uc5f0\uad6c\uc9c4(2014)\uc740 \uc704\uce58 \uae30\ubc18 \uadc0\uc18d\uc774 \ud310\ub9e4 \uc8fc\uae30\uac00 90\uc77c \ubbf8\ub9cc\uc778 B2B \uc870\uc9c1\uc5d0 \ud2b9\ud788 \ud6a8\uacfc\uc801\uc774\uba70, \ub2e8\uc77c \ud130\uce58 \ubaa8\ub378\ubcf4\ub2e4 \ucd5c\ub300 28% \ub354 \uc815\ud655\ud55c \uadc0\uc18d\uc744 \uc81c\uacf5\ud55c\ub2e4\ub294 \uac83\uc744 \ubc1c\uacac\ud588\uc2b5\ub2c8\ub2e4.\n<h2 id=\"implementing-lead-generation-attribution%3A-technical-considerations\" tabindex=\"-1\" data-source-line=\"121-121\"><span class=\"ez-toc-section\" id=\"Implementing_Lead_Generation_Attribution_Technical_Considerations\"><\/span>\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131 \uad6c\ud604: \uae30\uc220\uc801 \uace0\ub824 \uc0ac\ud56d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\ud6a8\uacfc\uc801\uc778 \ub9ac\ub4dc \uadc0\uc18d \uc2dc\uc2a4\ud15c\uc744 \uad6c\ud604\ud558\ub824\uba74 \ub2e4\uc74c\uacfc \uac19\uc740 \uba87 \uac00\uc9c0 \uae30\uc220\uc801 \uc694\uc18c\uc5d0 \uc8fc\uc758 \uae4a\uac8c \uc8fc\uc758\ud574\uc57c \ud569\ub2c8\ub2e4.\n<h3 id=\"data-collection-infrastructure\" tabindex=\"-1\" data-source-line=\"125-125\"><span class=\"ez-toc-section\" id=\"Data_Collection_Infrastructure\"><\/span>\ub370\uc774\ud130 \uc218\uc9d1 \uc778\ud504\ub77c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc815\ud655\ud55c \uadc0\uc18d\uc758 \uae30\ubc18\uc740 \ud3ec\uad04\uc801\uc778 \ub370\uc774\ud130 \uc218\uc9d1\uc785\ub2c8\ub2e4. \uc774\ub97c \uc704\ud574\uc11c\ub294 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<h4 id=\"1.-unified-tracking-implementation\" tabindex=\"-1\" data-source-line=\"129-129\"><span class=\"ez-toc-section\" id=\"1_Unified_Tracking_Implementation\"><\/span>1. \ud1b5\ud569 \ucd94\uc801 \uad6c\ud604<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\ubaa8\ub4e0 \ub9c8\ucf00\ud305 \ucc44\ub110\uc5d0 \uac78\uccd0 \uc77c\uad00\ub41c \ucd94\uc801 \ub9e4\uac1c\ubcc0\uc218\ub97c \uad6c\ud604\ud558\uc5ec \ub370\uc774\ud130 \uc5f0\uc18d\uc131\uc744 \ud655\ubcf4\ud558\uc138\uc694. \ubaa8\ubc94 \uc0ac\ub840\ub294 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<ul data-source-line=\"133-136\">\n<li data-source-line=\"133-133\"><strong>UTM \ub9e4\uac1c\ubcc0\uc218 \ud45c\uc900\ud654<\/strong>: \ubaa8\ub4e0 \ucc44\ub110 \ubc0f \ucea0\ud398\uc778\uc5d0\uc11c UTM \ub9e4\uac1c\ubcc0\uc218\uc5d0 \ub300\ud55c \uba85\uba85 \uaddc\uce59\uc744 \uac1c\ubc1c\ud558\uace0 \uc801\uc6a9\ud569\ub2c8\ub2e4(\uc804\uccb4 \uac00\uc774\ub4dc \ucc38\uc870)\u00a0<a href=\"https:\/\/attrisight.com\/ko\/utm-%eb%a7%a4%ea%b0%9c%eb%b3%80%ec%88%98-%ec%84%a4%eb%aa%85-%ea%b8%b0%ec%b4%88-%eb%94%94%ec%a7%80%ed%84%b8-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1\/\" target=\"_blank\" rel=\"noopener noreferrer\">UTM \ub9e4\uac1c\ubcc0\uc218<\/a>)<\/li>\n<li data-source-line=\"134-134\"><strong>\ud37c\uc2a4\ud2b8 \ud30c\ud2f0 \ub370\uc774\ud130 \uc218\uc9d1<\/strong>: \ud0c0\uc0ac \ucfe0\ud0a4\uac00 \ub354 \uc774\uc0c1 \uc0ac\uc6a9\ub418\uc9c0 \uc54a\uc73c\ubbc0\ub85c \uc11c\ubc84 \uce21 \ucd94\uc801\uc744 \ud3ec\ud568\ud55c \uc790\uccb4 \ub370\uc774\ud130 \uc218\uc9d1 \ubc29\ubc95\uc73c\ub85c \uc804\ud658\ud558\uc138\uc694.<\/li>\n<li data-source-line=\"135-136\"><strong>\uad50\ucc28 \uc7a5\uce58 \uc2dd\ubcc4<\/strong>: \uc5ec\ub7ec \uae30\uae30\uc5d0\uc11c \ub3d9\uc77c\ud55c \uc0ac\uc6a9\uc790\ub97c \uc778\uc2dd\ud560 \uc218 \uc788\ub294 \uc194\ub8e8\uc158 \uad6c\ud604<\/li>\n<\/ul>\n<h4 id=\"2.-crm-integration\" tabindex=\"-1\" data-source-line=\"137-137\"><span class=\"ez-toc-section\" id=\"2_CRM_Integration\"><\/span>2. CRM \ud1b5\ud569<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\ub9c8\ucf00\ud305 \ud130\uce58\ud3ec\uc778\ud2b8 \ub370\uc774\ud130\ub97c CRM\uc5d0 \uc9c1\uc811 \uc5f0\uacb0\ud558\uc5ec \ub9c8\ucf00\ud305 \uc0c1\ud638\uc791\uc6a9\uc744 \ud2b9\uc815 \ub9ac\ub4dc, \uae30\ud68c \ubc0f \uacc4\uc815\uacfc \uc5f0\uad00\uc2dc\ud0ac \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \ud1b5\ud569\uc740 \ub2e4\uc74c\uc744 \uc218\ud589\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"141-144\">\n<li data-source-line=\"141-141\">\uc2dc\uc2a4\ud15c \uc804\ubc18\uc5d0 \uac78\uccd0 \uc9c0\uc18d\uc801\uc778 ID \uc720\uc9c0<\/li>\n<li data-source-line=\"142-142\">\uc2e4\uc2dc\uac04\uc73c\ub85c \uc0c1\ud638\uc791\uc6a9 \ub370\uc774\ud130\ub97c \uc790\ub3d9\uc73c\ub85c \ub3d9\uae30\ud654\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"143-144\">\uace0\uac1d \uc218\uba85 \uc8fc\uae30 \uc804\ubc18\uc5d0 \uac78\uccd0 \uc6d0\ubcf8 \uc18c\uc2a4 \ub370\uc774\ud130\ub97c \ubcf4\uc874\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h4 id=\"3.-privacy-compliant-tracking\" tabindex=\"-1\" data-source-line=\"145-145\"><span class=\"ez-toc-section\" id=\"3_Privacy-Compliant_Tracking\"><\/span>3. \uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc900\uc218 \ucd94\uc801<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc815\uc774 \uac15\ud654\ub428\uc5d0 \ub530\ub77c \ub9ac\ub4dc \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uc2dc\uc2a4\ud15c\uc740 GDPR, CCPA \ubc0f \uc0c8\ub85c\uc6b4 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \ud504\ub808\uc784\uc6cc\ud06c\ub97c \uc900\uc218\ud574\uc57c \ud569\ub2c8\ub2e4. \uc774\ub97c \uc704\ud574\uc11c\ub294 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"149-153\">\n<li data-source-line=\"149-149\">\ucd94\uc801\uc744 \uc704\ud55c \uba85\ud655\ud55c \ub3d9\uc758 \uba54\ucee4\ub2c8\uc998<\/li>\n<li data-source-line=\"150-150\">\ub370\uc774\ud130 \ucd5c\uc18c\ud654 \uc6d0\uce59<\/li>\n<li data-source-line=\"151-151\">\uc548\uc804\ud55c \ub370\uc774\ud130 \uc800\uc7a5 \ubc0f \uc804\uc1a1<\/li>\n<li data-source-line=\"152-153\">\uc801\uc808\ud55c \uacbd\uc6b0 \uc775\uba85\ud654 \ubc0f \uac00\uba85\ud654<\/li>\n<\/ul>\n\uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc900\uc218 \uc18d\uc131 \uc811\uadfc \ubc29\uc2dd\uc5d0 \ub300\ud55c \uc790\uc138\ud55c \ub0b4\uc6a9\uc740 \ub2e4\uc74c \uae30\uc0ac\ub97c \ucc38\uc870\ud558\uc138\uc694.\u00a0<a href=\"https:\/\/attrisight.com\/ko\/%ea%b0%9c%ec%9d%b8-%ec%a0%95%eb%b3%b4-%eb%b3%b4%ed%98%b8-%ec%9a%b0%ec%84%a0-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%86%8d%ec%84%b1-%ea%b7%a0%ed%98%95-%ed%86%b5%ec%b0%b0%eb%a0%a5-%ea%b7%9c%ec%a0%95-%ec%a4%80\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc6b0\uc120 \ub9c8\ucf00\ud305 \uc18d\uc131<\/a>.\n<h3 id=\"attribution-window-configuration\" tabindex=\"-1\" data-source-line=\"156-156\"><span class=\"ez-toc-section\" id=\"Attribution_Window_Configuration\"><\/span>\uadc0\uc18d \ucc3d \uad6c\uc131<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud574\uc11c\ub294 \uc801\uc808\ud55c \uae30\uc5ec \uc708\ub3c4\uc6b0\ub97c \uc124\uc815\ud558\ub294 \uac83\uc774 \ub9e4\uc6b0 \uc911\uc694\ud569\ub2c8\ub2e4. \ub514\uc9c0\ud138 \ub9c8\ucf00\ud305 \uc5f0\uad6c\uc18c(Digital Marketing Institute)\uc758 \uc5f0\uad6c\uc5d0 \ub530\ub974\uba74 \ucd08\uae30 \ub2e8\uacc4\uc758 \ud130\uce58\ud3ec\uc778\ud2b8\ub97c \uc815\ud655\ud558\uac8c \ud3ec\ucc29\ud558\ub824\uba74 \uae30\uc5ec \uc708\ub3c4\uc6b0\ub97c \uc77c\ubc18\uc801\uc778 \ud310\ub9e4 \uc8fc\uae30\uc758 \ucd5c\uc18c 1.5\ubc30\uae4c\uc9c0 \uc5f0\uc7a5\ud574\uc57c \ud569\ub2c8\ub2e4. \uae30\uc5ec \uc708\ub3c4\uc6b0\ub97c \uc124\uc815\ud560 \ub54c\ub294 \ub2e4\uc74c \uc0ac\ud56d\uc744 \uace0\ub824\ud558\uc2ed\uc2dc\uc624.\n<ul data-source-line=\"162-166\">\n<li data-source-line=\"162-162\"><strong>\ud310\ub9e4\uc8fc\uae30 \uae38\uc774<\/strong>: \ucd08\uae30 \uc811\ucd09\ubd80\ud130 \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0\uc758 \ud3c9\uade0 \uc2dc\uac04<\/li>\n<li data-source-line=\"163-163\"><strong>\uad6c\ub9e4\uc704\uc6d0\ud68c \uaddc\ubaa8<\/strong>: \uc77c\ubc18\uc801\uc73c\ub85c \ub300\uaddc\ubaa8 \uc704\uc6d0\ud68c\ub294 \ud310\ub9e4 \ud504\ub85c\uc138\uc2a4\ub97c \ud655\uc7a5\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"164-164\"><strong>\ucc44\ub110 \ubbf9\uc2a4<\/strong>: \ucc44\ub110\ub9c8\ub2e4 \ub2e4\ub978 \uadc0\uc18d \ucc3d\uc774 \ud544\uc694\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"165-166\"><strong>\uacc4\uc808\uc131<\/strong>: \uc77c\ubd80 \uc0b0\uc5c5\uc5d0\uc11c\ub294 \ud310\ub9e4 \uc8fc\uae30 \uae38\uc774\uc5d0 \uc0c1\ub2f9\ud55c \uacc4\uc808\uc801 \ubcc0\ud654\uac00 \ubc1c\uc0dd\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"lead-source-persistence\" tabindex=\"-1\" data-source-line=\"167-167\"><span class=\"ez-toc-section\" id=\"Lead_Source_Persistence\"><\/span>\ub9ac\ub4dc \uc18c\uc2a4 \uc9c0\uc18d\uc131<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \ud658\uacbd\uc5d0\uc11c \uac00\uc7a5 \ud754\ud55c \uadc0\uc778 \uc624\ub958 \uc911 \ud558\ub098\ub294 \ud310\ub9e4 \uc8fc\uae30 \uc804\ubc18\uc5d0 \uac78\uccd0 \ub9ac\ub4dc \uc18c\uc2a4\uc758 \uc9c0\uc18d\uc131\uc744 \uc720\uc9c0\ud558\uc9c0 \ubabb\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uc774\ub294 \ub2e4\uc74c\uacfc \uac19\uc740 \uacbd\uc6b0\uc5d0 \ubc1c\uc0dd\ud569\ub2c8\ub2e4.\n<ol data-source-line=\"171-174\">\n<li data-source-line=\"171-171\">\ucd08\uae30 \ub9ac\ub4dc \uc18c\uc2a4 \ub370\uc774\ud130\ub294 \ud6c4\uc18d \uc0c1\ud638 \uc791\uc6a9\uc73c\ub85c \ub36e\uc5b4\uc4f0\uc5ec\uc9d1\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"172-172\">\ub9ac\ub4dc \uc18c\uc2a4 \uc815\ubcf4\uac00 \ub9c8\ucf00\ud305 \uc790\ub3d9\ud654\uc5d0\uc11c CRM\uc73c\ub85c \uc804\uc1a1\ub418\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"173-174\">\uc601\uc5c5 \ud65c\ub3d9\uc740 \uc6d0\ubcf8 \ub370\uc774\ud130\ub97c \ubcf4\uc874\ud558\uc9c0 \uc54a\uace0 \ub9ac\ub4dc\ub97c \uc7ac\uc18d\uc131\ud569\ub2c8\ub2e4.<\/li>\n<\/ol>\n\ub9ac\ub4dc \uc18c\uc2a4 \uc9c0\uc18d\uc131\uc744 \uc720\uc9c0\ud558\ub824\uba74 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"177-180\">\n<li data-source-line=\"177-177\">\ub9ac\ub4dc \uc18c\uc2a4 \uc815\uc758 \ubc0f \uc218\uc815\uc5d0 \ub300\ud55c \uba85\ud655\ud55c \uc815\ucc45<\/li>\n<li data-source-line=\"178-178\">\uc6b0\ubc1c\uc801\uc778 \uc18c\uc2a4 \ub36e\uc5b4\uc4f0\uae30\uc5d0 \ub300\ud55c \uae30\uc220\uc801 \ubcf4\ud638 \uc870\uce58<\/li>\n<li data-source-line=\"179-180\">\uadc0\uc18d \ubb38\uc81c\ub97c \uc2dd\ubcc4\ud558\uace0 \uc218\uc815\ud558\uae30 \uc704\ud55c \uc815\uae30\uc801\uc778 \ub370\uc774\ud130 \ud488\uc9c8 \uac10\uc0ac<\/li>\n<\/ul>\n<h2 id=\"measuring-the-full-impact-of-marketing-on-lead-generation\" tabindex=\"-1\" data-source-line=\"181-181\"><span class=\"ez-toc-section\" id=\"Measuring_the_Full_Impact_of_Marketing_on_Lead_Generation\"><\/span>\ub9ac\ub4dc \uc0dd\uc131\uc5d0 \ub300\ud55c \ub9c8\ucf00\ud305\uc758 \uc804\uccb4 \uc601\ud5a5 \uce21\uc815<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc9c1\uc811\uc801\uc778 \uadc0\uc18d \uc678\uc5d0\ub3c4 B2B \ub9c8\ucf00\ud130\ub294 \ub9ac\ub4dc \uc0dd\uc131\uc5d0 \ub300\ud55c \ub9c8\ucf00\ud305\uc758 \uc601\ud5a5\uc744 \uc644\uc804\ud788 \uc774\ud574\ud558\uae30 \uc704\ud574 \uc5ec\ub7ec \uac00\uc9c0 \ubcf4\uc644\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uc744 \uc0ac\uc6a9\ud574\uc57c \ud569\ub2c8\ub2e4.\n<h3 id=\"1.-influenced-attribution\" tabindex=\"-1\" data-source-line=\"185-185\"><span class=\"ez-toc-section\" id=\"1_Influenced_Attribution\"><\/span>1. \uc601\ud5a5\uc744 \ubc1b\uc740 \uadc0\uc778<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc9c1\uc811 \uae30\uc5ec \ubd84\uc11d\uc740 \ub9ac\ub4dc\ub97c \uc0dd\uc131\ud55c \uc811\uc810\uc744 \ud30c\uc545\ud558\ub294 \ubc18\uba74, \uc601\ud5a5 \uae30\uc5ec \ubd84\uc11d\uc740 \uae30\uc874 \ub9ac\ub4dc\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uce5c \ubaa8\ub4e0 \ub9c8\ucf00\ud305 \uc0c1\ud638\uc791\uc6a9\uc744 \ucd94\uc801\ud569\ub2c8\ub2e4. \uc774 \uc811\uadfc \ubc29\uc2dd\uc740 \ub9c8\ucf00\ud305\uc774 \ucd08\uae30 \ub9ac\ub4dc \uc0dd\uc131 \uc774\ud6c4\uc5d0\ub3c4 \uae30\ud68c\uc5d0 \uc9c0\uc18d\uc801\uc73c\ub85c \uc601\ud5a5\uc744 \ubbf8\uce5c\ub2e4\ub294 \uc810\uc744 \uc778\uc9c0\ud558\uace0, \uac70\ub798\ub97c \uac00\uc18d\ud654\ud558\ub294 \uc721\uc131 \ucf58\ud150\uce20\uc640 \uc601\uc5c5 \uc9c0\uc6d0 \uc790\ub8cc\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \uc601\ud5a5 \uae30\uc5ec \ubd84\uc11d \uad6c\ud604\uc5d0\ub294 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.\n<ul data-source-line=\"191-194\">\n<li data-source-line=\"191-191\">\ub9ac\ub4dc \uc0dd\uc131 \ud130\uce58\ubfd0\ub9cc \uc544\ub2c8\ub77c \uacc4\uc815\uacfc \uad00\ub828\ub41c \ubaa8\ub4e0 \ud130\uce58\ub97c \ucd94\uc801\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"192-192\">\ubcf4\uace0\uc5d0\uc11c \uc5ed\ud560 \uc0dd\uc131\uacfc \uc601\ud5a5 \ubd80\uc5ec \uad6c\ubd84<\/li>\n<li data-source-line=\"193-194\">&quot;\uc601\ud5a5\uc744 \ubc1b\ub294 \ud30c\uc774\ud504\ub77c\uc778&quot; \ubc0f &quot;\uc601\ud5a5\uc744 \ubc1b\ub294 \uc218\uc775&quot; \uc9c0\ud45c \uacc4\uc0b0<\/li>\n<\/ul>\n<h3 id=\"2.-incrementality-testing\" tabindex=\"-1\" data-source-line=\"195-195\"><span class=\"ez-toc-section\" id=\"2_Incrementality_Testing\"><\/span>2. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uae30\uc5ec \ubaa8\ub378\uc740 \uc544\ubb34\ub9ac \uc815\uad50\ud55c \ubaa8\ub378\uc774\ub77c\ub3c4 \ubcf8\uc9c8\uc801\uc778 \ud55c\uacc4\ub97c \uac00\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uae30\uc5ec \ubaa8\ub378\uc5d0 \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \ucd94\uac00\ud558\uba74 \ub9c8\ucf00\ud305\uc758 \ud6a8\uacfc\ub97c \ub354\uc6b1 \uba85\ud655\ud558\uac8c \uc774\ud574\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uc811\uadfc\ubc95\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<ul data-source-line=\"199-202\">\n<li data-source-line=\"199-199\">\ud2b9\uc815 \ucc44\ub110\uc774\ub098 \ucea0\ud398\uc778\uc758 \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \ubd84\ub9ac\ud558\uae30 \uc704\ud574 \ud1b5\uc81c\ub41c \uc2e4\ud5d8\uc744 \uc0ac\uc6a9\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"200-200\">\ub178\ucd9c\ub41c \uadf8\ub8f9\uacfc \ub178\ucd9c\ub418\uc9c0 \uc54a\uc740 \uadf8\ub8f9 \uac04\uc758 \uc804\ud658\uc728\uc744 \ube44\uad50\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"201-202\">\ub9c8\ucf00\ud305 \ud65c\ub3d9\uc774 \uc81c\uacf5\ud558\ub294 \uc2e4\uc81c \uc99d\uac00\uc801 \ud6a8\uacfc\ub97c \uc815\ub7c9\ud654\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h3 id=\"3.-time-series-analysis\" tabindex=\"-1\" data-source-line=\"203-203\"><span class=\"ez-toc-section\" id=\"3_Time-Series_Analysis\"><\/span>3. \uc2dc\uacc4\uc5f4 \ubd84\uc11d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud310\ub9e4 \uc8fc\uae30\uac00 \uae34 B2B \uc870\uc9c1\uc758 \uacbd\uc6b0, \uc2dc\uacc4\uc5f4 \ubd84\uc11d\uc744 \ud1b5\ud574 \uc7a5\uae30\uac04\uc5d0 \uac78\uce5c \ub9c8\ucf00\ud305 \ud65c\ub3d9\uacfc \ub9ac\ub4dc \uc0dd\uc131 \uacb0\uacfc \uac04\uc758 \ud328\ud134\uacfc \uad00\uacc4\ub97c \ud30c\uc545\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uc811\uadfc\ubc95\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<ul data-source-line=\"207-210\">\n<li data-source-line=\"207-207\">\ub9c8\ucf00\ud305 \ud22c\uc790\uc640 \ub9ac\ub4dc \uc0dd\uc131 \uacb0\uacfc \uac04\uc758 \uc2dc\uac04 \uc9c0\uc5f0\uc744 \uc2dd\ubcc4\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"208-208\">\ub9c8\ucf00\ud305 \ud6a8\uacfc\uc758 \uacc4\uc808\uc801 \ud328\ud134\uc744 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"209-210\">\uc2dc\uc7a5 \uc0c1\ud669 \ubc0f \uacbd\uc7c1 \ud65c\ub3d9\uacfc \uac19\uc740 \uc678\ubd80 \uc694\uc778\uc758 \uc601\ud5a5\uc744 \ubd84\ub9ac\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h2 id=\"case-study%3A-implementing-multi-touch-attribution-for-enterprise-saas-lead-generation\" tabindex=\"-1\" data-source-line=\"211-211\"><span class=\"ez-toc-section\" id=\"Case_Study_Implementing_Multi-Touch_Attribution_for_Enterprise_SaaS_Lead_Generation\"><\/span>\uc0ac\ub840 \uc5f0\uad6c: \uc5d4\ud130\ud504\ub77c\uc774\uc988 SaaS \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \uba40\ud2f0\ud130\uce58 \uc18d\uc131 \uad6c\ud604<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc774\ub7ec\ud55c \uac1c\ub150\uc744 \uc2e4\uc81c\ub85c \uc124\uba85\ud558\uae30 \uc704\ud574 \uc911\uc18c \uaddc\ubaa8\uc758 SaaS \uae30\uc5c5\uc774 \uc774\uc804\uc758 \ub9c8\uc9c0\ub9c9 \uc811\uc810 \ubaa8\ub378\ub85c \uc5b4\ub824\uc6c0\uc744 \uacaa\uc740 \ud6c4 \uc5b4\ub5bb\uac8c \ud3ec\uad04\uc801\uc778 \ub9ac\ub4dc \uadc0\uc18d \uc2dc\uc2a4\ud15c\uc744 \uad6c\ud604\ud588\ub294\uc9c0 \uc0b4\ud3b4\ubcf4\uaca0\uc2b5\ub2c8\ub2e4.\n<h3 id=\"the-challenge\" tabindex=\"-1\" data-source-line=\"215-215\"><span class=\"ez-toc-section\" id=\"The_Challenge\"><\/span>\ub3c4\uc804 \uacfc\uc81c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud68c\uc0ac\ub294 \uc5ec\ub7ec \uac00\uc9c0 \uadc0\uc18d \ubb38\uc81c\uc5d0 \uc9c1\uba74\ud588\uc2b5\ub2c8\ub2e4.\n<ul data-source-line=\"219-223\">\n<li data-source-line=\"219-219\">\ucd08\uae30 \uc811\ucd09\ubd80\ud130 \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \ud3c9\uade0 9~12\uac1c\uc6d4\uc758 \ud310\ub9e4 \uc8fc\uae30<\/li>\n<li data-source-line=\"220-220\">\uac01 \uad6c\ub9e4 \uacb0\uc815\uc5d0\ub294 \uc5ec\ub7ec \uc774\ud574 \uad00\uacc4\uc790\uac00 \ucc38\uc5ec\ud569\ub2c8\ub2e4(\ud3c9\uade0 7\uba85)<\/li>\n<li data-source-line=\"221-221\">\ub514\uc9c0\ud138 \ub9c8\ucf00\ud305, \ucf58\ud150\uce20 \ub9c8\ucf00\ud305, \ud604\uc7a5 \uc774\ubca4\ud2b8\uc758 \uc870\ud569\uc73c\ub85c \ub9ac\ub4dc\ub97c \uc720\ub3c4\ud569\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"222-223\">\uc131\uc7a5\ud300\uc740 \uc5b4\ub5a4 \ucc44\ub110\uc774 \uc2e4\uc81c\ub85c \uc801\uaca9 \uae30\ud68c\ub97c \ucd09\uc9c4\ud558\ub294\uc9c0 \uc2dd\ubcc4\ud560 \uc218 \uc5c6\uc74c<\/li>\n<\/ul>\n<h3 id=\"the-solution\" tabindex=\"-1\" data-source-line=\"224-224\"><span class=\"ez-toc-section\" id=\"The_Solution\"><\/span>\ud574\uacb0\ucc45<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ud68c\uc0ac\ub294 \ub2e4\uac01\uc801\uc778 \uadc0\uc18d \uc811\uadfc \ubc29\uc2dd\uc744 \uad6c\ud604\ud588\uc2b5\ub2c8\ub2e4.\n<ol data-source-line=\"228-241\">\n<li data-source-line=\"228-229\">\n<strong>\ud655\uc7a5\ub41c \uc18d\uc131 \ucc3d<\/strong>: \uc804\uccb4 \ud310\ub9e4 \uc8fc\uae30\ub97c \ud3ec\ucc29\ud558\uae30 \uc704\ud574 90\uc77c\uc5d0\uc11c 18\uac1c\uc6d4\ub85c \uc5f0\uc7a5\ub418\uc5c8\uc2b5\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"230-231\">\n<strong>\uacc4\uc815 \uae30\ubc18 \uadc0\uc18d<\/strong>: \uac1c\ubcc4 \uc5f0\ub77d\ucc98\uac00 \uc544\ub2cc \uacc4\uc815 \uc218\uc900\uc5d0\uc11c \ubaa8\ub4e0 \uc811\uc810\uc744 \uc9d1\uacc4\ud588\uc2b5\ub2c8\ub2e4.\n<\/li>\n<li data-source-line=\"232-237\">\n<strong>\uba40\ud2f0\ud130\uce58 \ubaa8\ub378<\/strong>: \ub2e4\uc74c\uc744 \ud560\ub2f9\ud558\ub294 \uc704\uce58 \uae30\ubc18 \ubaa8\ub378\uc744 \uad6c\ud604\ud588\uc2b5\ub2c8\ub2e4.\n<ul data-source-line=\"233-237\">\n<li data-source-line=\"233-233\">30% \uccab \ubc88\uc9f8 \ud130\uce58(\ucd08\uae30 \uc778\uc2dd)<\/li>\n<li data-source-line=\"234-234\">30%\uc5d0\uc11c \ub9ac\ub4dc\ub85c \uc804\ud658<\/li>\n<li data-source-line=\"235-235\">30% \uae30\ud68c \ucc3d\ucd9c<\/li>\n<li data-source-line=\"236-237\">10%\ub294 \uc721\uc131 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ubd84\uc0b0\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"238-239\">\n<strong>\uc628\ub77c\uc778-\uc624\ud504\ub77c\uc778 \ud1b5\ud569<\/strong>: \ub514\uc9c0\ud138 \uace0\uac1d \uc5ec\uc815\uc5d0 \uc5f0\uacb0\ub41c \ud604\uc7a5 \uc774\ubca4\ud2b8 \ucc38\uc11d, \uc601\uc5c5 \uc804\ud654 \ubc0f \uc6e8\ube44\ub098\n<\/li>\n<li data-source-line=\"240-241\">\n<strong>\uc0ac\uc6a9\uc790 \uc815\uc758 \uc18d\uc131 \ucc28\uc6d0<\/strong>: \uad6c\ub9e4 \ud504\ub85c\uc138\uc2a4 \ubc0f \ucc38\uc5ec \uc218\uc900\uc5d0\uc11c \uc5f0\ub77d\ucc98\uc758 \uc5ed\ud560\uc5d0 \ub530\ub77c \uac00\uc911\uce58\uac00 \ubd80\uc5ec\ub41c \uc18d\uc131\uc774 \ucd94\uac00\ub418\uc5c8\uc2b5\ub2c8\ub2e4.\n<\/li>\n<\/ol>\n<h3 id=\"the-results\" tabindex=\"-1\" data-source-line=\"242-242\"><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>\uacb0\uacfc<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uc774 \ud3ec\uad04\uc801\uc778 \uadc0\uc18d \uc2dc\uc2a4\ud15c\uc744 \uad6c\ud604\ud55c \ud6c4:\n<ul data-source-line=\"246-250\">\n<li data-source-line=\"246-246\">\ub9c8\ucf00\ud305\uc740 \uc774\uc804\uc5d0 \uc778\uc2dd\ub41c \uac83\ubcf4\ub2e4 \ud30c\uc774\ud504\ub77c\uc778\uc5d0 37% \ub354 \ub192\uc740 \uae30\uc5ec\ub97c \ubcf4\uc600\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"247-247\">\uc774\uc804\uc5d0\ub294 \ub9c8\uc9c0\ub9c9 \uc811\ucd09 \ubcf4\uace0\uc5d0\uc11c \uacfc\uc18c\ud3c9\uac00\ub418\uc5c8\ub358 \ucf58\ud150\uce20 \ub9c8\ucf00\ud305\uc774 \uc601\ud5a5\uc744 \ubc1b\ub294 \ud30c\uc774\ud504\ub77c\uc778\uc758 \ucd5c\uace0 \uc18c\uc2a4\ub85c \ubc1d\ud600\uc84c\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"248-248\">\uac00\uc7a5 \ub192\uc740 \uadc0\uc18d \ud6a8\uacfc\ub97c \ubcf4\uc774\ub294 \uc0b0\uc5c5\uc5d0 \uc774\ubca4\ud2b8\ub97c \uc9d1\uc911\ud568\uc73c\ub85c\uc368 \ud604\uc7a5 \ub9c8\ucf00\ud305\uc758 ROI\uac00 \ud5a5\uc0c1\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li data-source-line=\"249-250\">\uadc0\uc18d \ud1b5\ucc30\ub825\uc744 \uae30\ubc18\uc73c\ub85c \ud55c \ub9c8\ucf00\ud305 \uc608\uc0b0 \uc7ac\ud560\ub2f9\uc73c\ub85c \uc778\ud574 \uc801\uaca9 \uae30\ud68c\uac00 24% \uc99d\uac00\ud588\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n<h2 id=\"common-lead-attribution-pitfalls-and-how-to-avoid-them\" tabindex=\"-1\" data-source-line=\"251-251\"><span class=\"ez-toc-section\" id=\"Common_Lead_Attribution_Pitfalls_and_How_to_Avoid_Them\"><\/span>\uc77c\ubc18\uc801\uc778 \ub9ac\ub4dc \uadc0\uc18d \ud568\uc815\uacfc \uc774\ub97c \ud53c\ud558\ub294 \ubc29\ubc95<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc798 \uc124\uacc4\ub41c \uadc0\uc18d \uc2dc\uc2a4\ud15c\uc870\ucc28\ub3c4 \ubb38\uc81c\uc5d0 \uc9c1\uba74\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. B2B \ub9ac\ub4dc \uadc0\uc18d\uc758 \uac00\uc7a5 \ud754\ud55c \ud568\uc815\uacfc \uc774\ub97c \ud574\uacb0\ud558\ub294 \uc804\ub7b5\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.\n<h3 id=\"1.-ignoring-non-converting-touchpoints\" tabindex=\"-1\" data-source-line=\"255-255\"><span class=\"ez-toc-section\" id=\"1_Ignoring_Non-Converting_Touchpoints\"><\/span>1. \uc804\ud658\ub418\uc9c0 \uc54a\ub294 \ud130\uce58\ud3ec\uc778\ud2b8 \ubb34\uc2dc<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub9ce\uc740 \uae30\uc5ec \uc2dc\uc2a4\ud15c\uc740 \uc804\ud658 \uacbd\ub85c\uc758 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0\ub9cc \uc9d1\uc911\ud558\uace0 \uc804\ud658\uc73c\ub85c \uc774\uc5b4\uc9c0\uc9c0 \uc54a\uc740 \uc0c1\ud638\uc791\uc6a9\uc740 \ubb34\uc2dc\ud569\ub2c8\ub2e4. \uc774\ub294 \ucc44\ub110 \ud6a8\uacfc\uc5d0 \ub300\ud55c \ud3b8\ud5a5\ub41c \uc2dc\uac01\uc744 \ud615\uc131\ud569\ub2c8\ub2e4.\n<strong>\ud574\uacb0\ucc45<\/strong>: \uc804\ud658 \uacbd\ub85c\uc640 \ube44\uc804\ud658 \uacbd\ub85c\ub97c \ubaa8\ub450 \ubd84\uc11d\ud558\uc5ec \ub2e4\uc591\ud55c \ud130\uce58\ud3ec\uc778\ud2b8\uc758 \uc2e4\uc81c \uc601\ud5a5\uc744 \ud30c\uc545\ud569\ub2c8\ub2e4. \uc804\ud658 \uacbd\ub85c\uac00 \uc544\ub2cc \uacbd\ub85c\uc5d0 \ub9ce\uc774 \ud3ec\ud568\ub41c \ucc44\ub110\uc740 \uc2e4\uc81c \uc804\ud658 \uc218\uce58\ubcf4\ub2e4 \uac00\uce58\uac00 \ub0ae\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"2.-overemphasis-on-digital-touchpoints\" tabindex=\"-1\" data-source-line=\"261-261\"><span class=\"ez-toc-section\" id=\"2_Overemphasis_on_Digital_Touchpoints\"><\/span>2. \ub514\uc9c0\ud138 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ub300\ud55c \uacfc\ub3c4\ud55c \uac15\uc870<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub514\uc9c0\ud138 \uc0c1\ud638\uc791\uc6a9\uc740 \ucd94\uc801\ud558\uae30 \uc27d\uae30 \ub54c\ubb38\uc5d0 \uadc0\uc18d \ubaa8\ub378\uc5d0\uc11c \ub514\uc9c0\ud138 \uc0c1\ud638\uc791\uc6a9\uc5d0 \ube44\ud574 \uacfc\ub3c4\ud55c \ud3c9\uac00\ub97c \ub0b4\ub9ac\ub294 \uacbd\uc6b0\uac00 \ub9ce\uace0, \ucd94\uc801\ud558\uae30 \uc5b4\ub824\uc6b4 \uc624\ud504\ub77c\uc778 \uc0c1\ud638\uc791\uc6a9\ubcf4\ub2e4 \ub0ae\uc740 \ud3c9\uac00\ub97c \ubc1b\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4.\n<strong>\ud574\uacb0\ucc45<\/strong>: \uc774\ubca4\ud2b8\ub97c \uc704\ud55c \ub9de\ucda4\ud615 UTM \ub9e4\uac1c\ubcc0\uc218, \ud1b5\ud654 \ucd94\uc801\uc744 \uc704\ud55c \uc804\ub2f4 \uc804\ud654\ubc88\ud638, \uc9c1\uc811 \uc6b0\ud3b8 \ucea0\ud398\uc778\uc744 \uc704\ud55c \ud504\ub85c\ubaa8\uc158 \ucf54\ub4dc\ub97c \ud3ec\ud568\ud558\uc5ec \uc624\ud504\ub77c\uc778 \ud130\uce58\ud3ec\uc778\ud2b8\uc5d0 \ub300\ud55c \uccb4\uacc4\uc801\uc778 \ucd94\uc801\uc744 \uad6c\ud604\ud569\ub2c8\ub2e4.\n<h3 id=\"3.-attribution-data-silos\" tabindex=\"-1\" data-source-line=\"267-267\"><span class=\"ez-toc-section\" id=\"3_Attribution_Data_Silos\"><\/span>3. \uadc0\uc18d \ub370\uc774\ud130 \uc0ac\uc77c\ub85c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ub9ce\uc740 \uae30\uc5c5\uc774 \ub9c8\ucf00\ud305 \uc790\ub3d9\ud654 \ud50c\ub7ab\ud3fc\uacfc CRM\uc5d0\uc11c \ubcc4\ub3c4\ub85c \uadc0\uc18d\uc744 \ucd94\uc801\ud558\uc5ec \uc2e4\uc81c \ucc44\ub110 \uc131\uacfc\uc5d0 \ub300\ud55c \ubcf4\uace0\uc11c\uc640 \ud63c\ub780\uc774 \uc0c1\ucda9\ub418\ub294 \uc0c1\ud669\uc744 \ub9cc\ub4e4\uace0 \uc788\uc2b5\ub2c8\ub2e4.\n<strong>\ud574\uacb0\ucc45<\/strong>: \uc77c\ubc18\uc801\uc73c\ub85c CRM\uc778 \uc18d\uc131 \ub370\uc774\ud130\uc5d0 \ub300\ud55c \ub2e8\uc77c &quot;\uc9c4\uc2e4\uc758 \uc18c\uc2a4&quot;\ub97c \uad6c\ucd95\ud558\uace0 \ubaa8\ub4e0 \ucd94\uc801 \uc2dc\uc2a4\ud15c\uc5d0\uc11c \uc774 \uc911\uc559 \uc800\uc7a5\uc18c\ub85c\uc758 \uc77c\uad00\ub41c \ub3d9\uae30\ud654\ub97c \ubcf4\uc7a5\ud569\ub2c8\ub2e4.\n<h3 id=\"4.-failing-to-adapt-to-privacy-changes\" tabindex=\"-1\" data-source-line=\"273-273\"><span class=\"ez-toc-section\" id=\"4_Failing_to_Adapt_to_Privacy_Changes\"><\/span>4. \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uc815\ucc45 \ubcc0\ud654\uc5d0 \uc801\uc751\ud558\uc9c0 \ubabb\ud568<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc815\uacfc \ud50c\ub7ab\ud3fc \ubcc0\uacbd(iOS \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uc5c5\ub370\uc774\ud2b8 \ubc0f \ucfe0\ud0a4 \uc0ac\uc6a9 \uc911\ub2e8 \ub4f1)\uc73c\ub85c \uc778\ud574 \uc18d\uc131 \ucd94\uc801\uc774 \uc911\ub2e8\ub418\uc5b4 \uc131\uacfc \ub370\uc774\ud130\uc5d0 \uac11\uc791\uc2a4\ub7ec\uc6b4 \ucc28\uc774\uac00 \ubc1c\uc0dd\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<strong>\ud574\uacb0\ucc45<\/strong>: \ucd94\uc801 \uc81c\ud55c\uc774 \uc99d\uac00\ud558\ub354\ub77c\ub3c4 \uadc0\uc18d \uae30\ub2a5\uc744 \uc720\uc9c0\ud558\uae30 \uc704\ud574 \uc790\uccb4 \ub370\uc774\ud130 \uc218\uc9d1, \uc11c\ubc84 \uce21 \ucd94\uc801 \ubc0f \ud655\ub960\uc801 \ubaa8\ub378\ub9c1\uc744 \uac15\uc870\ud558\ub294 \uac1c\uc778 \uc815\ubcf4 \ubcf4\ud638 \uc6b0\uc120 \uadc0\uc18d \uc804\ub7b5\uc744 \uac1c\ubc1c\ud569\ub2c8\ub2e4.\n<h2 id=\"the-future-of-lead-generation-attribution\" tabindex=\"-1\" data-source-line=\"279-279\"><span class=\"ez-toc-section\" id=\"The_Future_of_Lead_Generation_Attribution\"><\/span>\ub9ac\ub4dc \uc0dd\uc131 \uc18d\uc131\uc758 \ubbf8\ub798<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\uc55e\uc73c\ub85c B2B \ub9ac\ub4dc \uc0dd\uc131\uc744 \uc704\ud55c \uc18d\uc131\uc758 \ubbf8\ub798\ub294 \ub2e4\uc74c\uacfc \uac19\uc740 \uba87 \uac00\uc9c0 \uc0c8\ub85c\uc6b4 \ud2b8\ub80c\ub4dc\uc5d0 \ub530\ub77c \ud615\uc131\ub420 \uac83\uc785\ub2c8\ub2e4.\n<h3 id=\"1.-ai-powered-probabilistic-attribution\" tabindex=\"-1\" data-source-line=\"283-283\"><span class=\"ez-toc-section\" id=\"1_AI-Powered_Probabilistic_Attribution\"><\/span>1. AI \uae30\ubc18 \ud655\ub960\uc801 \uc18d\uc131<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uac1c\uc778\uc815\ubcf4 \ubcf4\ud638 \uaddc\uc815\uc73c\ub85c \uc778\ud574 \uacb0\uc815\ub860\uc801(\uc9c1\uc811) \ucd94\uc801\uc774 \ub354\uc6b1 \uc81c\ud55c\ub428\uc5d0 \ub530\ub77c, AI\uc640 \uba38\uc2e0\ub7ec\ub2dd\uc740 \ubd88\uc644\uc804\ud55c \ub370\uc774\ud130\ub85c\ub3c4 \uc811\uc810\uc758 \uc601\ud5a5\uc744 \uc720\ucd94\ud560 \uc218 \uc788\ub294 \ud655\ub960\ub860\uc801 \uae30\uc5ec \ubaa8\ub378\uc744 \ub354\uc6b1 \uac15\ud654\ud560 \uac83\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubaa8\ub378\uc740 \uc218\ucc9c \uac1c\uc758 \uace0\uac1d \uc5ec\uc815 \ud328\ud134\uc744 \ubd84\uc11d\ud558\uc5ec \uc9c1\uc811\uc801\uc778 \uc0ac\uc6a9\uc790 \ucd94\uc801 \uc5c6\uc774\ub3c4 \uac00\uc7a5 \uc601\ud5a5\ub825 \uc788\ub294 \uc811\uc810\uc744 \ud30c\uc545\ud569\ub2c8\ub2e4.\n<h3 id=\"2.-intent-data-integration\" tabindex=\"-1\" data-source-line=\"287-287\"><span class=\"ez-toc-section\" id=\"2_Intent_Data_Integration\"><\/span>2. \uc758\ub3c4 \ub370\uc774\ud130 \ud1b5\ud569<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\uae30\uc5ec \ubaa8\ub378\uc740 \uc790\uccb4 \ucc44\ub110 \uc678\ubd80\uc5d0\uc11c \ubc1c\uc0dd\ud558\ub294 \ub9c8\ucf00\ud305 \ud130\uce58\ud3ec\uc778\ud2b8\uc758 \uc601\ud5a5\uc744 \ud30c\uc545\ud558\uae30 \uc704\ud574 \uc81c3\uc790 \uc758\ub3c4 \ub370\uc774\ud130\ub97c \uc810\uc810 \ub354 \ub9ce\uc774 \ud1b5\ud569\ud560 \uac83\uc785\ub2c8\ub2e4. \uacc4\uc815 \ub2e8\uc704 \uc758\ub3c4 \uae09\uc99d\uc744 \ud6c4\uc18d \uc804\ud658\uacfc \uc5f0\uacb0\ud568\uc73c\ub85c\uc368 \ub9c8\ucf00\ud130\ub294 \uad6c\ub9e4 \uc5ec\uc815\uc5d0 \ub300\ud55c \ub354\uc6b1 \ud3ec\uad04\uc801\uc778 \uc774\ud574\ub97c \uc5bb\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\n<h3 id=\"3.-unified-measurement-approaches\" tabindex=\"-1\" data-source-line=\"291-291\"><span class=\"ez-toc-section\" id=\"3_Unified_Measurement_Approaches\"><\/span>3. \ud1b5\ud569 \uce21\uc815 \uc811\uadfc \ubc29\uc2dd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\ubbf8\ub798\ub294 \uae30\uc5ec\ub3c4 \ubaa8\ub378\ub9c1\uacfc \ub9c8\ucf00\ud305 \ubbf9\uc2a4 \ubaa8\ub378\ub9c1, \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8 \ubc0f \uae30\ud0c0 \ubd84\uc11d \uae30\ubc95\uc744 \uacb0\ud569\ud558\ub294 \ud1b5\ud569 \uce21\uc815 \ubc29\uc2dd\uc5d0 \ub2ec\ub824 \uc788\uc2b5\ub2c8\ub2e4. \uc120\ub3c4\uc801\uc778 \uae30\uc5c5\ub4e4\uc740 \ub2e8\uc77c \uce21\uc815 \ubc29\ubc95\ub860\uc5d0 \uc758\uc874\ud558\uae30\ubcf4\ub2e4\ub294 \uc5ec\ub7ec \ubcf4\uc644\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uc744 \ud65c\uc6a9\ud558\uc5ec \ub9c8\ucf00\ud305 \ud6a8\uacfc\uc5d0 \ub300\ud55c \ud3ec\uad04\uc801\uc778 \uc774\ud574\ub97c \uad6c\ucd95\ud560 \uac83\uc785\ub2c8\ub2e4. Berman(2018)\uc740 \uc628\ub77c\uc778 \uad11\uace0 \uae30\uc5ec\ub3c4 \uc5f0\uad6c\uc5d0\uc11c &quot;\uac00\uc7a5 \uc815\ud655\ud55c \uae30\uc5ec\ub3c4 \uc778\uc0ac\uc774\ud2b8\ub294 \ud558\ub098\uc758 \uc644\ubcbd\ud55c \ubaa8\ub378\uc5d0\uc11c \ub098\uc624\ub294 \uac83\uc774 \uc544\ub2c8\ub77c, \uac01\uae30 \ub2e4\ub978 \uac15\uc810\uacfc \ud55c\uacc4\ub97c \uc9c0\ub2cc \uc5ec\ub7ec \ubd88\uc644\uc804\ud55c \ubaa8\ub378\uc744 \uc0bc\uac01 \uce21\ub7c9\ud558\ub294 \ub370\uc11c \ub098\uc628\ub2e4&quot;(Marketing Science, Vol. 37)\uace0 \uc9c0\uc801\ud588\uc2b5\ub2c8\ub2e4.\n<h2 id=\"conclusion\" tabindex=\"-1\" data-source-line=\"297-297\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>\uacb0\ub860<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\ud6a8\uacfc\uc801\uc778 \ub9ac\ub4dc \uc0dd\uc131 \uae30\uc5ec \ubd84\uc11d\uc5d0\ub294 B2B \uad6c\ub9e4\uc758 \uace0\uc720\ud55c \ud2b9\uc131, \uc989 \uae34 \ud310\ub9e4 \uc8fc\uae30, \uc5ec\ub7ec \uc758\uc0ac \uacb0\uc815\uad8c\uc790, \uadf8\ub9ac\uace0 \ubcf5\uc7a1\ud55c \uc628\ub77c\uc778-\uc624\ud504\ub77c\uc778 \uc5ec\uc815\uc744 \uace0\ub824\ud558\ub294 \uc804\ubb38\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \ud655\uc7a5\ub41c \uae30\uc5ec \ubd84\uc11d \uae30\uac04, \uacc4\uc815 \uae30\ubc18 \ucd94\uc801, \uadf8\ub9ac\uace0 \uc804\uccb4 \ud37c\ub110 \uae30\uc5ec \ubd84\uc11d \ubaa8\ub378\uc744 \uad6c\ud604\ud568\uc73c\ub85c\uc368 B2B \ub9c8\ucf00\ud130\ub294 \ub9ac\ub4dc \uc0dd\uc131\uacfc \uc804\ud658\uc744 \uc9c4\uc815\uc73c\ub85c \ucd09\uc9c4\ud558\ub294 \uc811\uc810\uc744 \ud6e8\uc52c \ub354 \uba85\ud655\ud558\uac8c \ud30c\uc545\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub9c8\ucf00\ud305 \uae30\uc220 \ud658\uacbd\uc774 \uc9c0\uc18d\uc801\uc73c\ub85c \ubc1c\uc804\ud558\uace0 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\uc5d0 \ub300\ud55c \uace0\ub824 \uc0ac\ud56d\uc774 \ucd94\uc801 \uc5ed\ub7c9\uc744 \uc7ac\ud3b8\ud568\uc5d0 \ub530\ub77c, \uac00\uc7a5 \uc131\uacf5\uc801\uc778 \uc870\uc9c1\uc740 \uccab \ubc88\uc9f8 \uc811\uc810\uc5d0\uc11c \uac70\ub798 \uc131\uc0ac\uae4c\uc9c0 \uc804\uccb4 \uace0\uac1d \uc5ec\uc815\uc5d0 \ub300\ud55c \ud1b5\ucc30\ub825\uc744 \uc720\uc9c0\ud558\uba74\uc11c\ub3c4 \uc774\ub7ec\ud55c \ubcc0\ud654\uc5d0 \uc801\uc751\ud560 \uc218 \uc788\ub294 \uc720\uc5f0\ud558\uace0 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\uac00 \ubcf4\uc7a5\ub418\ub294 \uae30\uc5ec \ubd84\uc11d \uc2dc\uc2a4\ud15c\uc744 \uac1c\ubc1c\ud558\ub294 \uc870\uc9c1\uc774 \ub420 \uac83\uc785\ub2c8\ub2e4. \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\ub97c \uc874\uc911\ud558\uba74\uc11c \uae30\uc5ec \ubd84\uc11d \uc5ed\ub7c9\uc744 \uac15\ud654\ud558\uace0\uc790 \ud558\ub294 \uc870\uc9c1\uc740,\u00a0<a href=\"https:\/\/attrisight.com\/ko\/\" target=\"_blank\" rel=\"noopener noreferrer\">\uc560\ud2b8\ub9ac\uc0ac\uc774\ud2b8<\/a>\u00a0\uc774 \uae30\uc0ac\uc5d0\uc11c \ub17c\uc758\ub41c \uacfc\uc81c\ub97c \ud574\uacb0\ud558\ub294 \uaddc\uc815\uc744 \uc900\uc218\ud558\uace0 \uac1c\uc778 \uc815\ubcf4\ub97c \uc874\uc911\ud558\ub294 \uce21\uc815\uc744 \uc704\ud574 \uc124\uacc4\ub41c \uc194\ub8e8\uc158\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"305-305\"><span class=\"ez-toc-section\" id=\"Academic_References\"><\/span>\ud559\uc220 \ucc38\uace0\ubb38\ud5cc<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol data-source-line=\"307-316\">\n<li data-source-line=\"307-308\">\nAbhishek, V., Fader, P., &amp; Hosanagar, K. (2015). &quot;\ud37c\ub110\uc744 \ud1b5\ud55c \ubbf8\ub514\uc5b4 \ub178\ucd9c: \ub2e4\ub2e8\uacc4 \uadc0\uc778 \ubaa8\ub378.&quot; SSRN\uc5d0\uc11c \ud655\uc778 \uac00\ub2a5: https:\/\/ssrn.com\/abstract=2158421\n<\/li>\n<li data-source-line=\"309-310\">\nBaumgartner, T., Hatami, H., &amp; Valdivieso, M. (2022). &quot;B2B \ub9c8\ucf00\ud305 \uadc0\uc778: \uba40\ud2f0\ud130\uce58 \uace0\uac1d \uc5ec\uc815\uc5d0 \ub300\ud55c \uc885\ub2e8 \ubd84\uc11d.&quot; Journal of Business Research, \uc81c147\uad8c, 208-220\ucabd.\n<\/li>\n<li data-source-line=\"311-312\">\nBerman, R. (2018). &quot;\ub9c8\uc9c0\ub9c9 \ud130\uce58 \ub108\uba38: \uc628\ub77c\uc778 \uad11\uace0\uc5d0\uc11c\uc758 \uadc0\uc18d.&quot; \ub9c8\ucf00\ud305 \uacfc\ud559, 37(5), 771-792\ucabd.\n<\/li>\n<li data-source-line=\"313-314\">\nLi, H., &amp; Kannan, PK (2014). &quot;\ub2e4\uc911\ucc44\ub110 \uc628\ub77c\uc778 \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c\uc758 \uc804\ud658 \uae30\uc5ec\ub3c4 \ud3c9\uac00: \uacbd\ud5d8\uc801 \ubaa8\ub378\uacfc \ud604\uc7a5 \uc2e4\ud5d8.&quot; \ub9c8\ucf00\ud305 \uc5f0\uad6c \uc800\ub110, 51(1), pp. 40-56.\n<\/li>\n<li data-source-line=\"315-316\">\nZhang, Y., Wei, Y., &amp; Ren, J. (2014). \u201c\uc0dd\uc874 \uc774\ub860\uc744 \ud65c\uc6a9\ud55c \uc628\ub77c\uc778 \uad11\uace0\uc758 \uba40\ud2f0\ud130\uce58 \uc18d\uc131.\u201d IEEE \uad6d\uc81c \ub370\uc774\ud130 \ub9c8\uc774\ub2dd \ucee8\ud37c\ub7f0\uc2a4, pp. 687-696.\n<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>\ubcf5\uc7a1\ud55c B2B \ub9c8\ucf00\ud305 \ud658\uacbd\uc5d0\uc11c \uc5b4\ub5a4 \uc811\uc810\uc774 \ub9ac\ub4dc \uc0dd\uc131\uacfc \uc804\ud658\uc5d0 \uc2e4\uc9c8\uc801\uc778 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294\uc9c0 \ud30c\uc545\ud558\ub294 \uac83\uc740 \uc810\uc810 \ub354 \uc5b4\ub824\uc6cc\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud310\ub9e4 \uc8fc\uae30\uac00 \uae38\uc5b4\uc9c0\uace0 \uad6c\ub9e4 \uc704\uc6d0\ud68c\uac00 \ud655\ub300\ub418\uba70 \ub514\uc9c0\ud138\uacfc \uc624\ud504\ub77c\uc778 \uc0c1\ud638\uc791\uc6a9\uc758 \uacbd\uacc4\uac00 \ubaa8\ud638\ud574\uc9d0\uc5d0 \ub530\ub77c \ub9c8\ucf00\ud130\ub294 \ud30c\uc774\ud504\ub77c\uc778\uacfc \ub9e4\ucd9c\uc5d0 \ub300\ud55c \uae30\uc5ec\ub3c4\ub97c \uc785\uc99d\ud574\uc57c \ud558\ub294 \uc555\ubc15\uc5d0 \uc9c1\uba74\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uc5d0\uc11c\ub294 \ud6a8\uacfc\uc801\uc778\u2026\uc744 \uad6c\ucd95\ud558\ub294 \ubc29\ubc95\uc744 \uc0b4\ud3b4\ubd05\ub2c8\ub2e4.<\/p>","protected":false},"author":1,"featured_media":398,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Attribution for Lead Generation: Tracking from First Touch to Closed Deal - AttriSight<\/title>\n<meta name=\"description\" content=\"Master lead generation attribution with this comprehensive guide to tracking B2B customer journeys from first touch to closed deal. 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