{"id":269,"date":"2025-05-12T18:41:26","date_gmt":"2025-05-13T02:41:26","guid":{"rendered":"https:\/\/attrisight.com\/?p=269"},"modified":"2025-05-12T18:41:26","modified_gmt":"2025-05-13T02:41:26","slug":"%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b","status":"publish","type":"post","link":"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/","title":{"rendered":"\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff1a\u4e86\u89e3\u5b8c\u6574\u7684\u5ba2\u6237\u65c5\u7a0b"},"content":{"rendered":"\u591a\u89e6\u70b9\u5f52\u56e0\u662f\u4e00\u79cd\u590d\u6742\u7684\u8425\u9500\u8861\u91cf\u65b9\u6cd5\uff0c\u5b83\u5c06\u8f6c\u5316\u529f\u52b3\u5f52\u56e0\u4e8e\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u591a\u4e2a\u63a5\u89e6\u70b9\u3002\u4e0e\u5c06\u6240\u6709\u529f\u52b3\u5f52\u56e0\u4e8e\u9996\u6b21\u6216\u6700\u540e\u4e00\u6b21\u4e92\u52a8\u7684\u4f20\u7edf\u5355\u89e6\u70b9\u5f52\u56e0\u6a21\u578b\u4e0d\u540c\uff0c\u591a\u89e6\u70b9\u5f52\u56e0\u80fd\u591f\u5168\u9762\u5c55\u73b0\u4e0d\u540c\u8425\u9500\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\u5982\u4f55\u4fc3\u6210\u8f6c\u5316\u3002\u672c\u6587\u63a2\u8ba8\u4e86\u591a\u89e6\u70b9\u5f52\u56e0\u7684\u6982\u5ff5\u3001\u65b9\u6cd5\u3001\u5b9e\u65bd\u7b56\u7565\u548c\u4f18\u52bf\uff0c\u4e3a\u5bfb\u6c42\u4f18\u5316\u8425\u9500\u6d3b\u52a8\u5e76\u4e86\u89e3\u5b8c\u6574\u5ba2\u6237\u65c5\u7a0b\u7684\u8425\u9500\u4eba\u5458\u63d0\u4f9b\u5b9e\u7528\u89c1\u89e3\u3002\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\">\u76ee\u5f55<\/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=\"\u5207\u6362\u76ee\u5f55\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\u5207\u6362<\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Introduction\" >\u5bfc\u8a00<\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#What_is_Multi-Touch_Attribution\" >\u4ec0\u4e48\u662f\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff1f<\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Multi-Touch_Attribution_Models\" >\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#1_Linear_Attribution_Model\" >1.\u7ebf\u6027\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#2_Time-Decay_Attribution_Model\" >2.\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#3_U-Shaped_Position-Based_Attribution_Model\" >3. U\u578b\uff08\u57fa\u4e8e\u4f4d\u7f6e\uff09\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#4_W-Shaped_Attribution_Model\" >4. W\u578b\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#5_Full-Path_Attribution_Model\" >5. \u5168\u8def\u5f84\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#6_Algorithmic_or_Custom_Attribution_Models\" >6. \u7b97\u6cd5\u6216\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#The_Benefits_of_Multi-Touch_Attribution\" >\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u7684\u4f18\u52bf<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Implementing_Multi-Touch_Attribution\" >\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#1_Data_Collection\" >1.\u6570\u636e\u6536\u96c6<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#2_Data_Integration\" >2.\u6570\u636e\u96c6\u6210<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#3_Model_Selection\" >3. \u6a21\u578b\u9009\u62e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#4_Analysis_and_Optimization\" >4.\u5206\u6790\u4e0e\u4f18\u5316<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#5_Technology_Considerations\" >5.\u6280\u672f\u8003\u8651<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Relevant_Statistics\" >\u76f8\u5173\u7edf\u8ba1\u6570\u636e<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Expert_Advice\" >\u4e13\u5bb6\u5efa\u8bae<\/a><\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Practical_Implementation_Tips\" >\u5b9e\u9645\u5b9e\u65bd\u6280\u5de7<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Case_Study_XYZ_Blogs_Attribution_Journey\" >\u6848\u4f8b\u7814\u7a76\uff1aXYZ \u535a\u5ba2\u7684\u5f52\u56e0\u4e4b\u65c5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#FAQs\" >\u5e38\u89c1\u95ee\u9898<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#What_is_multi-touch_attribution\" >\u4ec0\u4e48\u662f\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#How_does_multi-touch_attribution_differ_from_first_or_last-touch_attribution\" >\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4e0e\u9996\u6b21\u6216\u6700\u540e\u4e00\u6b21\u89e6\u63a7\u5f52\u56e0\u6709\u4f55\u4e0d\u540c\uff1f<\/a><\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#What_are_the_most_common_multi-touch_attribution_models\" >\u6700\u5e38\u89c1\u7684\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\u6709\u54ea\u4e9b\uff1f<\/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\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#What_data_is_needed_for_multi-touch_attribution\" >\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u9700\u8981\u54ea\u4e9b\u6570\u636e\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#What_are_the_limitations_of_multi-touch_attribution\" >\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6709\u54ea\u4e9b\u5c40\u9650\u6027\uff1f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Academic_References\" >\u5b66\u672f\u53c2\u8003<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/#Conclusion\" >\u7ed3\u8bba<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"introduction\" tabindex=\"-1\" data-source-line=\"9-9\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>\u5bfc\u8a00<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5728\u5f53\u4eca\u7684\u6570\u5b57\u73af\u5883\u4e2d\uff0c\u5ba2\u6237\u5728\u505a\u51fa\u8d2d\u4e70\u51b3\u5b9a\u4e4b\u524d\u4f1a\u901a\u8fc7\u591a\u79cd\u6e20\u9053\u4e0e\u54c1\u724c\u4e92\u52a8\u3002\u6839\u636e Salesforce \u7684\u7814\u7a76\uff0c41% \u7684\u8425\u9500\u7ec4\u7ec7\u73b0\u5728\u4f7f\u7528\u8425\u9500\u5f52\u56e0\u6a21\u578b\u6765\u8861\u91cf\u6295\u8d44\u56de\u62a5\u7387 (ROI)\uff0c\u56e0\u4e3a\u4ed6\u4eec\u610f\u8bc6\u5230\u4e86\u4f20\u7edf\u5f52\u56e0\u65b9\u6cd5\u7684\u5c40\u9650\u6027\u3002\u7ea6\u7ff0\u00b7\u6c83\u7eb3\u6885\u514b (John Wanamaker) \u90a3\u53e5\u540d\u8a00\u201c\u6211\u82b1\u5728\u5e7f\u544a\u4e0a\u7684\u94b1\u6709\u4e00\u534a\u88ab\u6d6a\u8d39\u4e86\uff1b\u95ee\u9898\u662f\u6211\u4e0d\u77e5\u9053\u662f\u54ea\u4e00\u534a\u201d\u7684\u65f6\u4ee3\u6b63\u5728\u88ab\u66f4\u590d\u6742\u7684\u6d4b\u91cf\u6280\u672f\u6240\u53d6\u4ee3\u3002\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u5e94\u8fd0\u800c\u751f\uff0c\u4ee5\u5e94\u5bf9\u65e5\u76ca\u590d\u6742\u7684\u5ba2\u6237\u65c5\u7a0b\u3002\u968f\u7740\u6d88\u8d39\u8005\u4f7f\u7528\u591a\u79cd\u8bbe\u5907\u5e76\u901a\u8fc7\u5404\u79cd\u63a5\u89e6\u70b9\uff08\u4ece\u793e\u4ea4\u5a92\u4f53\u548c\u7535\u5b50\u90ae\u4ef6\u5230\u641c\u7d22\u5f15\u64ce\u548c\u76f4\u90ae\uff09\u4e0e\u54c1\u724c\u4e92\u52a8\uff0c\u8425\u9500\u4eba\u5458\u9700\u8981\u66f4\u7ec6\u81f4\u5730\u4e86\u89e3\u8f6c\u5316\u9a71\u52a8\u56e0\u7d20\u3002\u672c\u6587\u6df1\u5165\u63a2\u8ba8\u4e86\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u7684\u5de5\u4f5c\u539f\u7406\u3001\u5404\u79cd\u6a21\u578b\u3001\u5b9e\u65bd\u7b56\u7565\u4ee5\u53ca\u5b83\u5728\u73b0\u4ee3\u8425\u9500\u56e2\u961f\u4e2d\u7684\u5b9e\u9645\u5e94\u7528\u3002\u5982\u9700\u4e13\u4e1a\u5de5\u5177\u548c\u9ad8\u7ea7\u5f52\u56e0\u89e3\u51b3\u65b9\u6848\uff0c\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u63d0\u4f9b\u5168\u9762\u7684\u8d44\u6e90\u6765\u589e\u5f3a\u60a8\u7684\u8425\u9500\u8861\u91cf\u80fd\u529b\u3002\n<h3 id=\"what-is-multi-touch-attribution%3F\" tabindex=\"-1\" data-source-line=\"17-17\"><span class=\"ez-toc-section\" id=\"What_is_Multi-Touch_Attribution\"><\/span>\u4ec0\u4e48\u662f\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u591a\u89e6\u70b9\u5f52\u56e0\u662f\u6307\u786e\u5b9a\u4fc3\u6210\u8f6c\u5316\u7684\u6bcf\u4e2a\u5ba2\u6237\u63a5\u89e6\u70b9\u7684\u4ef7\u503c\u3002\u5176\u76ee\u6807\u662f\u786e\u5b9a\u54ea\u4e9b\u8425\u9500\u6e20\u9053\u6216\u8425\u9500\u6d3b\u52a8\u5e94\u8be5\u4fc3\u6210\u8f6c\u5316\uff0c\u6700\u7ec8\u76ee\u7684\u662f\u5206\u914d\u672a\u6765\u7684\u652f\u51fa\uff0c\u4ee5\u4fbf\u66f4\u6709\u6548\u5730\u83b7\u53d6\u65b0\u5ba2\u6237\u3002\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\u901a\u5e38\u5c06\u8f6c\u5316\u5f52\u56e0\u4e8e\u5355\u4e2a\u63a5\u89e6\u70b9\uff1a\n<ul data-source-line=\"23-25\">\n<li data-source-line=\"23-23\"><strong>\u9996\u6b21\u63a5\u89e6\u5f52\u56e0<\/strong>\uff1a\u5c06\u6240\u6709\u529f\u52b3\u5f52\u4e8e\u5ba2\u6237\u4e0e\u60a8\u7684\u54c1\u724c\u7684\u7b2c\u4e00\u6b21\u4e92\u52a8<\/li>\n<li data-source-line=\"24-25\"><strong>\u6700\u540e\u63a5\u89e6\u5f52\u56e0<\/strong>\uff1a\u5c06\u6240\u6709\u529f\u52b3\u5f52\u4e8e\u8f6c\u5316\u524d\u7684\u6700\u7ec8\u63a5\u89e6\u70b9<\/li>\n<\/ul>\n\u7136\u800c\uff0c\u8fd9\u4e9b\u6a21\u578b\u672a\u80fd\u6355\u6349\u73b0\u4ee3\u5ba2\u6237\u65c5\u7a0b\u7684\u590d\u6742\u6027\u3002\u6b63\u5982 Adobe \u6307\u51fa\u7684\u90a3\u6837\uff0c\u201c\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u662f\u4e00\u79cd\u8bc4\u4f30\u8425\u9500\u63a5\u89e6\u70b9\u6709\u6548\u6027\u7684\u7b56\u7565\uff0c\u5b83\u5c06\u529f\u52b3\u5f52\u4e8e\u4fc3\u6210\u8f6c\u5316\u7684\u6700\u6709\u4ef7\u503c\u63a5\u89e6\u70b9\u3002\u201d \u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u66f4\u5168\u9762\u5730\u5c55\u73b0\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u7684\u8425\u9500\u6548\u679c\u3002\n<img decoding=\"async\" title=\"\u5ba2\u6237\u65c5\u7a0b\u56fe\u663e\u793a\u5f71\u54cd\u5ba2\u6237\u6ce8\u518c\u8fc7\u7a0b\u7684\u5404\u79cd\u63a5\u89e6\u70b9\" src=\"https:\/\/segment.com\/content\/dam\/segment\/global\/en\/academy\/legacy\/advanced-analytics\/an-introduction-to-multi-touch-attribution\/multi-touch-attribution8.png\/_jcr_content\/renditions\/compressed-original.webp\" alt=\"\u5ba2\u6237\u65c5\u7a0b\u56fe\u663e\u793a\u5f71\u54cd\u5ba2\u6237\u6ce8\u518c\u8fc7\u7a0b\u7684\u5404\u79cd\u63a5\u89e6\u70b9\" \/>\n<h3 id=\"multi-touch-attribution-models\" tabindex=\"-1\" data-source-line=\"30-30\"><span class=\"ez-toc-section\" id=\"Multi-Touch_Attribution_Models\"><\/span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6709\u51e0\u79cd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\uff0c\u6bcf\u79cd\u6a21\u578b\u5728\u5404\u4e2a\u63a5\u89e6\u70b9\u4e0a\u7684\u4fe1\u7528\u5206\u914d\u65b9\u5f0f\u4e0d\u540c\uff1a\n<h4 id=\"1.-linear-attribution-model\" tabindex=\"-1\" data-source-line=\"34-34\"><span class=\"ez-toc-section\" id=\"1_Linear_Attribution_Model\"><\/span>1.\u7ebf\u6027\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u7ebf\u6027\u6a21\u578b\u5bf9\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u6240\u6709\u63a5\u89e6\u70b9\u7ed9\u4e88\u540c\u7b49\u7684\u6743\u91cd\u3002\u4f8b\u5982\uff0c\u5982\u679c\u5ba2\u6237\u5728\u8f6c\u5316\u524d\u4e0e\u4e94\u4e2a\u63a5\u89e6\u70b9\u8fdb\u884c\u4e86\u4e92\u52a8\uff0c\u5219\u6bcf\u4e2a\u63a5\u89e6\u70b9\u5c06\u83b7\u5f97 20% \u7684\u6743\u91cd\u3002\u867d\u7136\u8be5\u6a21\u578b\u6613\u4e8e\u5b9e\u65bd\uff0c\u4f46\u5b83\u5e76\u672a\u533a\u5206\u4e0d\u540c\u4e92\u52a8\u7684\u5f71\u54cd\u3002\n<h4 id=\"2.-time-decay-attribution-model\" tabindex=\"-1\" data-source-line=\"38-38\"><span class=\"ez-toc-section\" id=\"2_Time-Decay_Attribution_Model\"><\/span>2.\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u65f6\u95f4\u8870\u51cf\u6a21\u578b\u4f1a\u5c06\u66f4\u591a\u6743\u91cd\u5206\u914d\u7ed9\u66f4\u63a5\u8fd1\u8f6c\u5316\u7684\u63a5\u89e6\u70b9\u3002\u8be5\u6a21\u578b\u5047\u8bbe\uff0c\u66f4\u63a5\u8fd1\u8f6c\u5316\u7684\u4e92\u52a8\u5bf9\u8d2d\u4e70\u51b3\u7b56\u7684\u5f71\u54cd\u66f4\u5927\u3002\u5206\u6790\u4e13\u5bb6 Avinash Kaushik \u63d0\u5021\u8fd9\u79cd\u6a21\u578b\uff0c\u4ed6\u8ba4\u4e3a\uff0c\u5982\u679c\u66f4\u65e9\u7684\u63a5\u89e6\u70b9\u771f\u7684\u6709\u6548\uff0c\u201c\u4e3a\u4ec0\u4e48\u5b83\u4eec\u6ca1\u6709\u8f6c\u5316\u5462\uff1f\u201d\n<img decoding=\"async\" title=\"\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b\u663e\u793a\uff0c\u968f\u7740\u63a5\u89e6\u70b9\u63a5\u8fd1\u8f6c\u5316\uff0c\u4fe1\u7528\u4ef7\u503c\u4e0d\u65ad\u589e\u52a0\" src=\"https:\/\/www.marketingevolution.com\/hs-fs\/hubfs\/time%20decay%20attribution%20model.gif?width=350&amp;name=time%20decay%20attribution%20model.gif\" alt=\"\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b\u663e\u793a\uff0c\u968f\u7740\u63a5\u89e6\u70b9\u63a5\u8fd1\u8f6c\u5316\uff0c\u4fe1\u7528\u4ef7\u503c\u4e0d\u65ad\u589e\u52a0\" \/>\n<h4 id=\"3.-u-shaped-(position-based)-attribution-model\" tabindex=\"-1\" data-source-line=\"44-44\"><span class=\"ez-toc-section\" id=\"3_U-Shaped_Position-Based_Attribution_Model\"><\/span>3. U\u578b\uff08\u57fa\u4e8e\u4f4d\u7f6e\uff09\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\nU \u578b\u6a21\u578b\u5c06 40% \u7684\u529f\u52b3\u5206\u914d\u7ed9\u7b2c\u4e00\u4e2a\u63a5\u89e6\u70b9\u548c\u6700\u540e\u4e00\u4e2a\u63a5\u89e6\u70b9\uff0c\u5269\u4f59\u7684 20% \u5219\u5206\u914d\u7ed9\u4e2d\u95f4\u73af\u8282\u7684\u4e92\u52a8\u3002\u8be5\u6a21\u578b\u65e2\u8ba4\u53ef\u7b2c\u4e00\u4e2a\u63a5\u89e6\u70b9\uff08\u8ba4\u77e5\uff09\u548c\u6700\u540e\u4e00\u4e2a\u63a5\u89e6\u70b9\uff08\u51b3\u7b56\uff09\u7684\u7279\u6b8a\u91cd\u8981\u6027\uff0c\u4e5f\u8ba4\u53ef\u4e2d\u95f4\u73af\u8282\u7684\u4e92\u52a8\u3002\n<img decoding=\"async\" title=\"U \u578b\u5f52\u56e0\u6a21\u578b\u663e\u793a\u4e86\u5404\u4e2a\u63a5\u89e6\u70b9\u7684\u4fe1\u7528\u5206\u5e03\" src=\"https:\/\/www.marketingevolution.com\/hs-fs\/hubfs\/U-shaped%20attribution%20model.png?width=350&amp;name=U-shaped%20attribution%20model.png\" alt=\"U \u578b\u5f52\u56e0\u6a21\u578b\u663e\u793a\u4e86\u5404\u4e2a\u63a5\u89e6\u70b9\u7684\u4fe1\u7528\u5206\u5e03\" \/>\n<h4 id=\"4.-w-shaped-attribution-model\" tabindex=\"-1\" data-source-line=\"50-50\"><span class=\"ez-toc-section\" id=\"4_W-Shaped_Attribution_Model\"><\/span>4. W\u578b\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\nW \u578b\u6a21\u578b\u5c06\u529f\u52b3\u5206\u914d\u5230\u4e09\u4e2a\u5173\u952e\u7684\u8f6c\u5316\u70b9\uff1a\u9996\u6b21\u63a5\u89e6\uff08\u8ba4\u77e5\uff09\u3001\u6f5c\u5728\u5ba2\u6237\u521b\u9020\u548c\u673a\u4f1a\u521b\u9020\u3002\u901a\u5e38\uff0c\u6bcf\u4e2a\u63a5\u89e6\u70b9\u83b7\u5f97 30% \u7684\u529f\u52b3\uff0c\u5269\u4f59\u7684 10% \u5219\u5206\u914d\u7ed9\u5176\u4ed6\u63a5\u89e6\u70b9\u3002\n<h4 id=\"5.-full-path-attribution-model\" tabindex=\"-1\" data-source-line=\"54-54\"><span class=\"ez-toc-section\" id=\"5_Full-Path_Attribution_Model\"><\/span>5. \u5168\u8def\u5f84\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u8fd9\u4e2a\u590d\u6742\u7684\u6a21\u578b\u5728W\u578b\u6a21\u578b\u7684\u57fa\u7840\u4e0a\u589e\u52a0\u4e86\u7b2c\u56db\u4e2a\u5173\u952e\u70b9\u2014\u2014\u5ba2\u6237\u63a5\u89e6\u70b9\u3002\u56db\u4e2a\u5173\u952e\u9636\u6bb5\u5206\u522b\u83b7\u5f9722.5%\u7684\u4fe1\u7528\u5206\uff0c\u5269\u4f59\u768410%\u5219\u5206\u914d\u7ed9\u5176\u4ed6\u63a5\u89e6\u70b9\u3002\u8fd9\u5bf9\u4e8e\u9500\u552e\u5468\u671f\u8f83\u957f\u7684B2B\u8425\u9500\u5c24\u5176\u6709\u7528\u3002\n<h4 id=\"6.-algorithmic-or-custom-attribution-models\" tabindex=\"-1\" data-source-line=\"58-58\"><span class=\"ez-toc-section\" id=\"6_Algorithmic_or_Custom_Attribution_Models\"><\/span>6. \u7b97\u6cd5\u6216\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u5148\u8fdb\u7684\u7b97\u6cd5\u6a21\u578b\u5229\u7528\u673a\u5668\u5b66\u4e60\u548c\u7edf\u8ba1\u5206\u6790\uff0c\u6839\u636e\u60a8\u7684\u5177\u4f53\u4e1a\u52a1\u548c\u6570\u636e\u6a21\u5f0f\uff0c\u8ba1\u7b97\u6bcf\u4e2a\u63a5\u89e6\u70b9\u7684\u7cbe\u786e\u5f71\u54cd\u3002\u8fd9\u4e9b\u6a21\u578b\u53ef\u4ee5\u63d0\u4f9b\u6700\u51c6\u786e\u7684\u5f52\u56e0\uff0c\u4f46\u9700\u8981\u5927\u91cf\u7684\u6570\u636e\u79d1\u5b66\u4e13\u4e1a\u77e5\u8bc6\u6765\u5b9e\u65bd\u548c\u7ef4\u62a4\u3002\u4f5c\u4e3a\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u7814\u7a76\u767d\u76ae\u4e66\u6307\u51fa\uff0c\u9009\u62e9\u5408\u9002\u7684\u5f52\u56e0\u6a21\u578b\u53d6\u51b3\u4e8e\u60a8\u7684\u884c\u4e1a\u3001\u9500\u552e\u5468\u671f\u957f\u5ea6\u548c\u5177\u4f53\u7684\u8425\u9500\u76ee\u6807\u3002\u9500\u552e\u5468\u671f\u8f83\u957f\u7684\u516c\u53f8\u901a\u5e38\u53d7\u76ca\u4e8e W \u578b\u6216\u5168\u8def\u5f84\u6a21\u578b\uff0c\u800c\u7535\u5546\u4f01\u4e1a\u5219\u53ef\u80fd\u4f18\u5148\u8003\u8651\u65f6\u95f4\u8870\u51cf\u6a21\u578b\uff0c\u4ee5\u6355\u6349\u5bf9\u8d2d\u4e70\u51b3\u7b56\u7684\u76f4\u63a5\u5f71\u54cd\u3002\n<h3 id=\"the-benefits-of-multi-touch-attribution\" tabindex=\"-1\" data-source-line=\"64-64\"><span class=\"ez-toc-section\" id=\"The_Benefits_of_Multi-Touch_Attribution\"><\/span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u7684\u4f18\u52bf<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u53ef\u4e3a\u8425\u9500\u4eba\u5458\u5e26\u6765\u4ee5\u4e0b\u51e0\u4e2a\u4f18\u52bf\uff1a\n<ol data-source-line=\"68-73\">\n<li data-source-line=\"68-68\"><strong>\u5168\u9762\u4e86\u89e3\u5ba2\u6237\u65c5\u7a0b<\/strong>\uff1a\u4e86\u89e3\u4e0d\u540c\u7684\u63a5\u89e6\u70b9\u5982\u4f55\u534f\u540c\u5de5\u4f5c\u4ee5\u63a8\u52a8\u8f6c\u5316<\/li>\n<li data-source-line=\"69-69\"><strong>\u6539\u5584\u8d44\u6e90\u5206\u914d<\/strong>\uff1a\u786e\u5b9a\u54ea\u4e9b\u6e20\u9053\u80fd\u4e3a\u60a8\u7684\u6295\u8d44\u5e26\u6765\u6700\u4f73\u56de\u62a5<\/li>\n<li data-source-line=\"70-70\"><strong>\u9884\u7b97\u4f18\u5316<\/strong>\uff1a\u8de8\u6e20\u9053\u548c\u6d3b\u52a8\u66f4\u6709\u6548\u5730\u5206\u914d\u8425\u9500\u652f\u51fa<\/li>\n<li data-source-line=\"71-71\"><strong>\u589e\u5f3a\u5ba2\u6237\u4f53\u9a8c<\/strong>\uff1a\u83b7\u53d6\u6d1e\u5bdf\uff0c\u6253\u9020\u66f4\u52a0\u4e2a\u6027\u5316\u7684\u5ba2\u6237\u65c5\u7a0b<\/li>\n<li data-source-line=\"72-73\"><strong>\u66f4\u51c6\u786e\u7684\u6295\u8d44\u56de\u62a5\u7387\u6d4b\u91cf<\/strong>\uff1a\u66f4\u597d\u5730\u4e86\u89e3\u6bcf\u4e2a\u8425\u9500\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\u7684\u771f\u6b63\u4ef7\u503c<\/li>\n<\/ol>\nMarketing Evolution \u6307\u51fa\uff0c\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u53ef\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u201c\u5229\u7528\u6570\u636e\u9a71\u52a8\u7684\u6d1e\u5bdf\u529b\u4f18\u5316\u8425\u9500\u7b56\u7565\u201d\uff0c\u4ece\u800c\u5f00\u5c55\u66f4\u6709\u9488\u5bf9\u6027\u548c\u66f4\u6709\u6548\u7684\u8425\u9500\u6d3b\u52a8\u3002\n<h3 id=\"implementing-multi-touch-attribution\" tabindex=\"-1\" data-source-line=\"76-76\"><span class=\"ez-toc-section\" id=\"Implementing_Multi-Touch_Attribution\"><\/span>\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8bbe\u7f6e\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u9700\u8981\u4ed4\u7ec6\u89c4\u5212\u5e76\u4f7f\u7528\u6b63\u786e\u7684\u5de5\u5177\uff1a\n<h4 id=\"1.-data-collection\" tabindex=\"-1\" data-source-line=\"80-80\"><span class=\"ez-toc-section\" id=\"1_Data_Collection\"><\/span>1.\u6570\u636e\u6536\u96c6<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u9996\u5148\uff0c\u6536\u96c6\u7f51\u7ad9\u8bbf\u5ba2\u6570\u636e\u3001\u8bbf\u95ee\u65b9\u5f0f\u4ee5\u53ca\u8f6c\u5316\u60c5\u51b5\u3002\u8fd9\u901a\u5e38\u5305\u62ec\uff1a\n<ul data-source-line=\"84-88\">\n<li data-source-line=\"84-84\">JavaScript \u8ddf\u8e2a\u7528\u6237\u884c\u4e3a\u7684\u4ee3\u7801<\/li>\n<li data-source-line=\"85-85\">\u7528\u4e8e\u8ddf\u8e2a\u5e7f\u544a\u6d3b\u52a8\u6765\u6e90\u7684 UTM \u53c2\u6570<\/li>\n<li data-source-line=\"86-86\">\u4e0e CRM \u548c\u5e7f\u544a\u5e73\u53f0\u7684 API \u96c6\u6210<\/li>\n<li data-source-line=\"87-88\">\u8de8\u8bbe\u5907\u8ffd\u8e2a\u89e3\u51b3\u65b9\u6848<\/li>\n<\/ul>\n<h4 id=\"2.-data-integration\" tabindex=\"-1\" data-source-line=\"89-89\"><span class=\"ez-toc-section\" id=\"2_Data_Integration\"><\/span>2.\u6570\u636e\u96c6\u6210<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u63a5\u4e0b\u6765\uff0c\u5c06\u8fd9\u4e9b\u6570\u636e\u6574\u5408\u5230\u4e00\u4e2a\u4e2d\u5fc3\u4f4d\u7f6e\uff0c\u4f8b\u5982\u6570\u636e\u4ed3\u5e93\uff08\u4f8b\u5982 Snowflake\uff09\u6216\u5ba2\u6237\u6570\u636e\u5e73\u53f0\u3002\u8fd9\u79cd\u6574\u5408\u5bf9\u4e8e\u521b\u5efa\u8de8\u6e20\u9053\u548c\u8bbe\u5907\u7684\u5ba2\u6237\u4ea4\u4e92\u7edf\u4e00\u89c6\u56fe\u81f3\u5173\u91cd\u8981\u3002\n<h4 id=\"3.-model-selection\" tabindex=\"-1\" data-source-line=\"93-93\"><span class=\"ez-toc-section\" id=\"3_Model_Selection\"><\/span>3. \u6a21\u578b\u9009\u62e9<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u9009\u62e9\u4e0e\u60a8\u7684\u4e1a\u52a1\u76ee\u6807\u548c\u8425\u9500\u7b56\u7565\u76f8\u7b26\u7684\u5f52\u56e0\u6a21\u578b\u3002\u5bf9\u4e8e\u521a\u63a5\u89e6\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u7684\u516c\u53f8\u6765\u8bf4\uff0c\u7ebf\u6027\u6216 U \u578b\u6a21\u578b\u53ef\u80fd\u662f\u4e0d\u9519\u7684\u8d77\u70b9\uff0c\u4e4b\u540e\u518d\u8f6c\u5411\u66f4\u590d\u6742\u7684\u6a21\u578b\u3002\n<h4 id=\"4.-analysis-and-optimization\" tabindex=\"-1\" data-source-line=\"97-97\"><span class=\"ez-toc-section\" id=\"4_Analysis_and_Optimization\"><\/span>4.\u5206\u6790\u4e0e\u4f18\u5316<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u5229\u7528\u5f52\u56e0\u6570\u636e\u8bc6\u522b\u9ad8\u7ee9\u6548\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\uff0c\u5e76\u76f8\u5e94\u5730\u91cd\u65b0\u5206\u914d\u8d44\u6e90\u3002\u8fd9\u5e94\u8be5\u662f\u4e00\u4e2a\u6301\u7eed\u6d4b\u8bd5\u548c\u6539\u8fdb\u7684\u8fc7\u7a0b\u3002\n<h4 id=\"5.-technology-considerations\" tabindex=\"-1\" data-source-line=\"101-101\"><span class=\"ez-toc-section\" id=\"5_Technology_Considerations\"><\/span>5.\u6280\u672f\u8003\u8651<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u5c3c\u5c14\u68ee\u8868\u793a\uff1a\u201c\u9009\u62e9\u54ea\u79cd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u89e3\u51b3\u65b9\u6848\u6700\u9002\u5408\u60a8\uff0c\u53d6\u51b3\u4e8e\u60a8\u7684\u76ee\u6807\u3001\u4e1a\u52a1\u9700\u6c42\u4ee5\u53ca\u60a8\u5e0c\u671b\u5982\u4f55\u5229\u7528\u7ed3\u679c\u6765\u63d0\u9ad8\u8425\u9500\u6548\u679c\u3002\u201d \u9009\u9879\u5305\u62ec\uff1a\n<ul data-source-line=\"105-108\">\n<li data-source-line=\"105-105\">\u4e13\u7528\u5f52\u56e0\u5e73\u53f0<\/li>\n<li data-source-line=\"106-106\">\u5177\u6709\u5f52\u56e0\u529f\u80fd\u7684\u8425\u9500\u5206\u6790\u5957\u4ef6<\/li>\n<li data-source-line=\"107-108\">\u4e3a\u5177\u6709\u6280\u672f\u4e13\u957f\u7684\u516c\u53f8\u5b9a\u5236\u89e3\u51b3\u65b9\u6848<\/li>\n<\/ul>\n<h2 id=\"relevant-statistics\" tabindex=\"-1\" data-source-line=\"109-109\"><span class=\"ez-toc-section\" id=\"Relevant_Statistics\"><\/span>\u76f8\u5173\u7edf\u8ba1\u6570\u636e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u51e0\u4e2a\u5173\u952e\u7edf\u8ba1\u6570\u636e\u5f3a\u8c03\u4e86\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u7684\u91cd\u8981\u6027\uff1a\n<ul data-source-line=\"113-119\">\n<li data-source-line=\"113-113\">41% \u7684\u8425\u9500\u7ec4\u7ec7\u73b0\u5728\u4f7f\u7528\u5f52\u56e0\u6a21\u578b\u6765\u8861\u91cf\u6295\u8d44\u56de\u62a5\u7387 (Salesforce)<\/li>\n<li data-source-line=\"114-114\">90% \u7684\u591a\u8bbe\u5907\u6240\u6709\u8005\u5728\u5c4f\u5e55\u4e4b\u95f4\u5207\u6362\u4ee5\u5b8c\u6210\u4efb\u52a1\uff0c\u4f7f\u5f97\u4f20\u7edf\u7684\u5355\u70b9\u89e6\u63a7\u5f52\u56e0\u8d8a\u6765\u8d8a\u4e0d\u9002\u7528\uff08\u8c37\u6b4c\uff09<\/li>\n<li data-source-line=\"115-115\">B2B \u8d2d\u4e70\u51b3\u7b56\u901a\u5e38\u6d89\u53ca 6-10 \u4f4d\u51b3\u7b56\u8005\uff0c\u6bcf\u4f4d\u51b3\u7b56\u8005\u5728\u8d2d\u4e70\u524d\u4f1a\u6d4f\u89c8 5-8 \u6761\u5185\u5bb9\uff08Gartner\uff09<\/li>\n<li data-source-line=\"116-116\">\u4f7f\u7528\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\u7684\u516c\u53f8\u62a5\u544a\u79f0\uff0c\u901a\u8fc7\u66f4\u597d\u7684\u9884\u7b97\u5206\u914d\uff0c\u8425\u9500\u6548\u7387\u63d0\u9ad8\u4e86 15-30%\uff08Forrester\uff09<\/li>\n<li data-source-line=\"117-117\">67% \u7684\u8425\u9500\u4eba\u5458\u8868\u793a\uff0c\u63d0\u9ad8\u5f52\u56e0\u80fd\u529b\u662f\u5176\u7ec4\u7ec7\u7684\u9996\u8981\u4efb\u52a1 (eMarketer)<\/li>\n<li data-source-line=\"118-119\">\u4ec5\u6709 33% \u7684\u7ec4\u7ec7\u80fd\u591f\u6709\u6548\u8fde\u63a5\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u5ba2\u6237\u6570\u636e\uff0c\u5b9e\u73b0\u5168\u9762\u5f52\u56e0\uff08\u300a\u8425\u9500\u6f14\u8fdb\u300b\uff09<\/li>\n<\/ul>\n\u8fd9\u4e9b\u7edf\u8ba1\u6570\u636e\u8868\u660e\uff0c\u8425\u9500\u4eba\u5458\u8d8a\u6765\u8d8a\u591a\u5730\u8f6c\u5411\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff0c\u4ee5\u4fbf\u66f4\u597d\u5730\u7406\u89e3\u548c\u4f18\u5316\u4ed6\u4eec\u7684\u8425\u9500\u5de5\u4f5c\u3002\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u5e2e\u52a9\u8425\u9500\u56e2\u961f\u514b\u670d\u6570\u636e\u96c6\u6210\u6311\u6218\uff0c\u5b9e\u73b0\u66f4\u51c6\u786e\u7684\u5f52\u56e0\u3002\n<h2 id=\"expert-advice\" tabindex=\"-1\" data-source-line=\"122-122\"><span class=\"ez-toc-section\" id=\"Expert_Advice\"><\/span>\u4e13\u5bb6\u5efa\u8bae<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u8425\u9500\u5206\u6790\u4e13\u5bb6\u5c31\u5982\u4f55\u6709\u6548\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u63d0\u4f9b\u4e86\u5b9d\u8d35\u7684\u89c1\u89e3\uff1a\u201c\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u901a\u8fc7\u7b97\u6cd5\u5c06\u529f\u52b3\u5206\u914d\u7ed9\u6d88\u8d39\u8005\u65c5\u7a0b\u4e2d\u6bcf\u4e2a\u63a5\u89e6\u70b9\u7684\u6bcf\u4e2a\u5143\u7d20\uff0c\u6db5\u76d6\u8425\u9500\u548c\u5e7f\u544a\u6e20\u9053\u53ca\u7b56\u7565\uff0c\u4ece\u800c\u6d88\u9664\u504f\u89c1\uff0c\u201d\u5c3c\u5c14\u68ee\u8425\u9500\u8861\u91cf\u56e2\u961f\u89e3\u91ca\u9053\u3002\u201c\u8fd9\u80fd\u66f4\u51c6\u786e\u5730\u4e86\u89e3\u54ea\u4e9b\u65b9\u6cd5\u6709\u6548\uff0c\u54ea\u4e9b\u65e0\u6548\u3002\u201d Prezly \u8054\u5408\u521b\u59cb\u4eba Gijs Nelissen \u5f3a\u8c03\u4e86\u6b63\u786e\u6570\u636e\u6536\u96c6\u7684\u91cd\u8981\u6027\uff1a\u201c\u60a8\u9700\u8981\u6536\u96c6\u4ee5\u4e0b\u6570\u636e\uff1a\u8c01\u8bbf\u95ee\u4e86\u60a8\u7684\u7f51\u7ad9\uff0c\u4ed6\u4eec\u662f\u5982\u4f55\u5230\u8fbe\u90a3\u91cc\u7684\uff0c\u4ee5\u53ca\u4ed6\u4eec\u662f\u5426\u8f6c\u5316\u3002\u8fd9\u5305\u62ec JavaScript \u8ddf\u8e2a\u3001UTM \u53c2\u6570\u4ee5\u53ca\u4e0e\u8425\u9500\u5e73\u53f0\u7684 API \u96c6\u6210\u3002\u201d Adobe \u7684\u8425\u9500\u4e13\u5bb6\u5efa\u8bae\u91c7\u53d6\u5faa\u5e8f\u6e10\u8fdb\u7684\u65b9\u6cd5\uff1a\u201c\u4ece\u7ebf\u6027\u5f52\u56e0\u7b49\u8f83\u7b80\u5355\u7684\u6a21\u578b\u5f00\u59cb\uff0c\u7136\u540e\u968f\u7740\u7406\u89e3\u548c\u6570\u636e\u6536\u96c6\u7684\u6210\u719f\uff0c\u518d\u9010\u6b65\u8fc7\u6e21\u5230\u66f4\u590d\u6742\u7684\u6a21\u578b\u3002\u6211\u4eec\u7684\u76ee\u6807\u662f\u968f\u7740\u8425\u9500\u80fd\u529b\u7684\u63d0\u5347\u800c\u6539\u8fdb\u5f52\u56e0\u65b9\u6cd5\u3002\u201d\n<h2 id=\"practical-implementation-tips\" tabindex=\"-1\" data-source-line=\"132-132\"><span class=\"ez-toc-section\" id=\"Practical_Implementation_Tips\"><\/span>\u5b9e\u9645\u5b9e\u65bd\u6280\u5de7<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u4e3a\u4e86\u6210\u529f\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff0c\u8bf7\u8003\u8651\u4ee5\u4e0b\u5b9e\u7528\u6307\u5357\uff1a\n<ol data-source-line=\"136-142\">\n<li data-source-line=\"136-136\"><strong>\u4ece\u660e\u786e\u7684\u76ee\u6807\u5f00\u59cb<\/strong>\uff1a\u5728\u9009\u62e9\u6a21\u578b\u4e4b\u524d\uff0c\u660e\u786e\u60a8\u5e0c\u671b\u901a\u8fc7\u5f52\u56e0\u5b9e\u73b0\u4ec0\u4e48\u76ee\u6807<\/li>\n<li data-source-line=\"137-137\"><strong>\u786e\u4fdd\u6570\u636e\u8d28\u91cf<\/strong>\uff1a\u5b9e\u65bd\u5f3a\u5927\u7684\u6570\u636e\u6536\u96c6\u548c\u9a8c\u8bc1\u6d41\u7a0b\u4ee5\u4fdd\u6301\u51c6\u786e\u6027<\/li>\n<li data-source-line=\"138-138\"><strong>\u8003\u8651\u7ebf\u4e0b\u63a5\u89e6\u70b9<\/strong>\uff1a\u5c06\u7535\u8bdd\u6216\u5b9e\u4f53\u5e97\u8bbf\u95ee\u7b49\u7ebf\u4e0b\u4e92\u52a8\u7eb3\u5165\u5f52\u56e0\u6a21\u578b<\/li>\n<li data-source-line=\"139-139\"><strong>\u6d4b\u8bd5\u4e0d\u540c\u7684\u6a21\u578b<\/strong>\uff1a\u6bd4\u8f83\u4e0d\u540c\u5f52\u56e0\u6a21\u578b\u7684\u7ed3\u679c\uff0c\u627e\u5230\u6700\u9002\u5408\u60a8\u4e1a\u52a1\u7684\u6a21\u578b<\/li>\n<li data-source-line=\"140-140\"><strong>\u4e0e\u5176\u4ed6\u5206\u6790\u65b9\u6cd5\u76f8\u7ed3\u5408<\/strong>\uff1a\u7ed3\u5408\u4f7f\u7528\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u548c\u8425\u9500\u7ec4\u5408\u6a21\u578b\u7b49\u5176\u4ed6\u65b9\u6cd5\uff0c\u83b7\u5f97\u5b8c\u6574\u7684\u56fe\u666f<\/li>\n<li data-source-line=\"141-142\"><strong>\u5b9a\u671f\u5ba1\u67e5\u548c\u5b8c\u5584<\/strong>\uff1a\u5f52\u56e0\u5e94\u8be5\u662f\u4e00\u4e2a\u6301\u7eed\u6539\u8fdb\u7684\u8fc7\u7a0b\uff0c\u800c\u4e0d\u662f\u4e00\u6b21\u6027\u5b9e\u65bd<\/li>\n<\/ol>\n<h2 id=\"case-study%3A-xyz-blog's-attribution-journey\" tabindex=\"-1\" data-source-line=\"143-143\"><span class=\"ez-toc-section\" id=\"Case_Study_XYZ_Blogs_Attribution_Journey\"><\/span>\u6848\u4f8b\u7814\u7a76\uff1aXYZ \u535a\u5ba2\u7684\u5f52\u56e0\u4e4b\u65c5<span class=\"ez-toc-section-end\"><\/span><\/h2>\nXYZ Blog \u662f\u4e00\u4e2a\u70ed\u95e8\u7684\u5728\u7ebf\u5185\u5bb9\u5e73\u53f0\uff0c\u6700\u521d\u91c7\u7528\u7684\u662f\u9996\u6b21\u63a5\u89e6\u5f52\u56e0\u6a21\u578b\uff0c\u5c06\u6240\u6709\u529f\u52b3\u5f52\u56e0\u4e8e\u7528\u6237\u9047\u5230\u7684\u7b2c\u4e00\u4e2a\u63a5\u89e6\u70b9\u3002\u7136\u800c\uff0c\u8fd9\u5e76\u4e0d\u80fd\u5168\u9762\u53cd\u6620\u4ed6\u4eec\u7684\u8425\u9500\u6548\u679c\u3002\u4e3a\u4e86\u6539\u8fdb\u5f52\u56e0\u65b9\u6cd5\uff0cXYZ Blog \u5f00\u59cb\u6536\u96c6\u4e0d\u540c\u63a5\u89e6\u70b9\uff08\u5305\u62ec\u793e\u4ea4\u5a92\u4f53\u3001\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\u548c\u641c\u7d22\u5f15\u64ce\u63a8\u8350\uff09\u7684\u7528\u6237\u4e92\u52a8\u6570\u636e\u3002\u901a\u8fc7\u5b9e\u65bd\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b\uff0c\u4ed6\u4eec\u53d1\u73b0\uff0c\u867d\u7136\u793e\u4ea4\u5a92\u4f53\u80fd\u591f\u63d0\u5347\u521d\u59cb\u8ba4\u77e5\u5ea6\uff0c\u4f46\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\u5728\u57f9\u517b\u6f5c\u5728\u5ba2\u6237\u548c\u63a8\u52a8\u8f6c\u5316\u65b9\u9762\u66f4\u4e3a\u6709\u6548\u3002\u8fd9\u4e00\u6d1e\u5bdf\u4fc3\u4f7f\u4ed6\u4eec\u91cd\u65b0\u5206\u914d\u8425\u9500\u9884\u7b97\uff0c\u52a0\u5927\u5bf9\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\u7684\u6295\u5165\uff0c\u540c\u65f6\u4f18\u5316\u793e\u4ea4\u5a92\u4f53\u7b56\u7565\u4ee5\u63d0\u9ad8\u8ba4\u77e5\u5ea6\u3002\u4ed6\u4eec\u8fd8\u53d1\u73b0\uff0c\u67d0\u4e9b\u5185\u5bb9\u7c7b\u522b\u5728\u7279\u5b9a\u6e20\u9053\u4e0a\u8868\u73b0\u66f4\u4f73\u2014\u2014\u79d1\u6280\u6587\u7ae0\u5728\u793e\u4ea4\u5a92\u4f53\u4e0a\u8868\u73b0\u826f\u597d\uff0c\u800c\u6559\u80b2\u5185\u5bb9\u5728\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\u4e2d\u5219\u8868\u73b0\u51fa\u8272\u3002\u901a\u8fc7\u5e94\u7528\u8fd9\u4e9b\u6d1e\u5bdf\uff0cXYZ Blog \u4f18\u5316\u4e86\u5185\u5bb9\u63a8\u5e7f\u7b56\u7565\uff0c\u5e76\u663e\u8457\u63d0\u9ad8\u4e86\u7528\u6237\u53c2\u4e0e\u5ea6\u548c\u8f6c\u5316\u7387\u3002\u4ed6\u4eec\u7684\u7ecf\u9a8c\u8868\u660e\uff0c\u591a\u89e6\u70b9\u5f52\u56e0\u80fd\u591f\u63d0\u4f9b\u5207\u5b9e\u53ef\u884c\u7684\u6d1e\u5bdf\uff0c\u4ece\u800c\u63a8\u52a8\u5207\u5b9e\u7684\u4e1a\u52a1\u6210\u679c\u3002\u5bf9\u4e8e\u5e0c\u671b\u53d6\u5f97\u7c7b\u4f3c\u6210\u679c\u7684\u7ec4\u7ec7\uff0c\u53ef\u4ee5\u4f7f\u7528\u6765\u81ea\u4ee5\u4e0b\u63d0\u4f9b\u5546\u7684\u4e13\u4e1a\u5f52\u56e0\u5de5\u5177\uff1a\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u53ef\u4ee5\u7b80\u5316\u5b9e\u65bd\u5e76\u5728\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u63d0\u4f9b\u66f4\u51c6\u786e\u7684\u6d1e\u5bdf\u3002\n<h2 id=\"faqs\" tabindex=\"-1\" data-source-line=\"155-155\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>\u5e38\u89c1\u95ee\u9898<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"what-is-multi-touch-attribution%3F-1\" tabindex=\"-1\" data-source-line=\"157-157\"><span class=\"ez-toc-section\" id=\"What_is_multi-touch_attribution\"><\/span>\u4ec0\u4e48\u662f\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u591a\u89e6\u70b9\u5f52\u56e0\u662f\u4e00\u79cd\u8425\u9500\u8861\u91cf\u65b9\u6cd5\uff0c\u5b83\u8bc4\u4f30\u5ba2\u6237\u65c5\u7a0b\u4e2d\u6bcf\u4e2a\u63a5\u89e6\u70b9\u7684\u5f71\u54cd\uff0c\u5e76\u4e3a\u90a3\u4e9b\u4fc3\u6210\u8f6c\u5316\u7684\u56e0\u7d20\u5206\u914d\u9002\u5f53\u7684\u6743\u91cd\u3002\u4e0e\u5355\u89e6\u70b9\u6a21\u578b\u4e0d\u540c\uff0c\u591a\u89e6\u70b9\u5f52\u56e0\u8003\u8651\u4e86\u6574\u4e2a\u8d2d\u4e70\u8def\u5f84\u3002\n<h3 id=\"how-does-multi-touch-attribution-differ-from-first-or-last-touch-attribution%3F\" tabindex=\"-1\" data-source-line=\"160-160\"><span class=\"ez-toc-section\" id=\"How_does_multi-touch_attribution_differ_from_first_or_last-touch_attribution\"><\/span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4e0e\u9996\u6b21\u6216\u6700\u540e\u4e00\u6b21\u89e6\u63a7\u5f52\u56e0\u6709\u4f55\u4e0d\u540c\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9996\u6b21\u63a5\u89e6\u5f52\u56e0\u5c06\u6240\u6709\u529f\u52b3\u5f52\u56e0\u4e8e\u521d\u59cb\u4e92\u52a8\uff0c\u800c\u6700\u540e\u63a5\u89e6\u5f52\u56e0\u4ec5\u5c06\u529f\u52b3\u5f52\u56e0\u4e8e\u8f6c\u5316\u524d\u7684\u6700\u540e\u4e00\u4e2a\u63a5\u89e6\u70b9\u3002\u591a\u70b9\u63a5\u89e6\u5f52\u56e0\u6839\u636e\u591a\u4e2a\u63a5\u89e6\u70b9\u5bf9\u8f6c\u5316\u7684\u5f71\u54cd\uff0c\u5c06\u529f\u52b3\u5206\u914d\u5230\u8fd9\u4e9b\u63a5\u89e6\u70b9\uff0c\u4ece\u800c\u63d0\u4f9b\u66f4\u5168\u9762\u7684\u5ba2\u6237\u65c5\u7a0b\u89c6\u56fe\u3002\n<h3 id=\"what-are-the-most-common-multi-touch-attribution-models%3F\" tabindex=\"-1\" data-source-line=\"163-163\"><span class=\"ez-toc-section\" id=\"What_are_the_most_common_multi-touch_attribution_models\"><\/span>\u6700\u5e38\u89c1\u7684\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\u6709\u54ea\u4e9b\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5e38\u89c1\u7684\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\u5305\u62ec\u7ebf\u6027\uff08\u6240\u6709\u63a5\u89e6\u70b9\u5747\u7b49\u4fe1\u7528\uff09\u3001\u65f6\u95f4\u8870\u51cf\uff08\u66f4\u591a\u4fe1\u7528\u5f52\u56e0\u4e8e\u6700\u8fd1\u7684\u63a5\u89e6\u70b9\uff09\u3001U \u5f62\uff0840% \u5f52\u56e0\u4e8e\u7b2c\u4e00\u4e2a\u548c\u6700\u540e\u4e00\u4e2a\u63a5\u89e6\u70b9\uff0c20% \u5f52\u56e0\u4e8e\u4e2d\u95f4\u63a5\u89e6\u70b9\uff09\u3001W \u5f62\uff0830% \u5206\u522b\u5f52\u56e0\u4e8e\u7b2c\u4e00\u4e2a\u3001\u6f5c\u5728\u5ba2\u6237\u521b\u5efa\u548c\u673a\u4f1a\u521b\u5efa\uff0c10% \u5f52\u56e0\u4e8e\u5176\u4ed6\uff09\u548c\u7b97\u6cd5\uff08\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684\u81ea\u5b9a\u4e49\u6743\u91cd\uff09\u3002\n<h3 id=\"what-data-is-needed-for-multi-touch-attribution%3F\" tabindex=\"-1\" data-source-line=\"166-166\"><span class=\"ez-toc-section\" id=\"What_data_is_needed_for_multi-touch_attribution\"><\/span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u9700\u8981\u54ea\u4e9b\u6570\u636e\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u9700\u8981\u8ffd\u8e2a\u8de8\u6e20\u9053\u548c\u8bbe\u5907\u4ea4\u4e92\u7684\u7528\u6237\u7ea7\u6570\u636e\u3002\u8fd9\u901a\u5e38\u5305\u62ec\u7f51\u7ad9\u5206\u6790\u3001\u5305\u542b\u9002\u5f53 UTM \u53c2\u6570\u7684\u8425\u9500\u6d3b\u52a8\u6570\u636e\u3001CRM \u6570\u636e\u3001\u5e7f\u544a\u5e73\u53f0\u6570\u636e\uff0c\u7406\u60f3\u60c5\u51b5\u4e0b\uff0c\u8fd8\u9700\u8981\u4e00\u79cd\u901a\u8fc7\u5ba2\u6237\u6807\u8bc6\u7b26\u8fde\u63a5\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u7684\u65b9\u6cd5\u3002\n<h3 id=\"what-are-the-limitations-of-multi-touch-attribution%3F\" tabindex=\"-1\" data-source-line=\"169-169\"><span class=\"ez-toc-section\" id=\"What_are_the_limitations_of_multi-touch_attribution\"><\/span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6709\u54ea\u4e9b\u5c40\u9650\u6027\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6709\u51e0\u4e2a\u5c40\u9650\u6027\uff0c\u5305\u62ec\u8de8\u8bbe\u5907\u8ddf\u8e2a\u7684\u6311\u6218\u3001\u96be\u4ee5\u6574\u5408\u79bb\u7ebf\u63a5\u89e6\u70b9\u3001\u9690\u79c1\u6cd5\u89c4\u9650\u5236\u8ddf\u8e2a\u529f\u80fd\uff0c\u4ee5\u53ca\u4e0d\u8003\u8651\u8425\u9500\u7ec4\u5408\u6a21\u578b\u53ef\u80fd\u6355\u6349\u5230\u7684\u5b63\u8282\u6027\u6216\u7ade\u4e89\u5bf9\u624b\u884c\u4e3a\u7b49\u5916\u90e8\u56e0\u7d20\u3002\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"172-172\"><span class=\"ez-toc-section\" id=\"Academic_References\"><\/span>\u5b66\u672f\u53c2\u8003<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol data-source-line=\"174-183\">\n<li data-source-line=\"174-175\">\nLi, H., &amp; Kannan, PK (2014). \u201c\u591a\u6e20\u9053\u5728\u7ebf\u8425\u9500\u73af\u5883\u4e2d\u7684\u8f6c\u5316\u5f52\u56e0\uff1a\u5b9e\u8bc1\u6a21\u578b\u4e0e\u5b9e\u5730\u5b9e\u9a8c\u3002\u201d\u300a\u5e02\u573a\u8425\u9500\u7814\u7a76\u6742\u5fd7\u300b\uff0c51(1)\uff0c40-56\u3002\n<\/li>\n<li data-source-line=\"176-177\">\nBerman, R. (2018)\u3002\u201c\u8d85\u8d8a\u6700\u540e\u4e00\u70b9\uff1a\u5728\u7ebf\u5e7f\u544a\u4e2d\u7684\u5f52\u56e0\u3002\u201d\u300a\u8425\u9500\u79d1\u5b66\u300b\uff0c37(5)\uff0c771-792\u3002\n<\/li>\n<li data-source-line=\"178-179\">\nAbhishek, V.\u3001Fader, P. \u548c Hosanagar, K. (2015)\u3002\u201c\u901a\u8fc7\u6f0f\u6597\u8fdb\u884c\u5a92\u4f53\u66dd\u5149\uff1a\u591a\u9636\u6bb5\u5f52\u56e0\u6a21\u578b\u3002\u201d SSRN \u63d0\u4f9b\uff1ahttps:\/\/ssrn.com\/abstract=2158421\n<\/li>\n<li data-source-line=\"180-181\">\nKannan, PK, Reinartz, W., &amp; Verhoef, PC (2016). \u201c\u8d2d\u4e70\u4e0e\u5f52\u56e0\u6a21\u578b\u4e4b\u8def\uff1a\u4e13\u9898\u4ecb\u7ecd\u3002\u201d\u300a\u56fd\u9645\u5e02\u573a\u8425\u9500\u7814\u7a76\u6742\u5fd7\u300b\uff0c33(3)\uff0c449-456\u3002\n<\/li>\n<li data-source-line=\"182-183\">\nZhang, Y., Wei, Y., &amp; Ren, J. (2014). \u201c\u57fa\u4e8e\u751f\u5b58\u7406\u8bba\u7684\u5728\u7ebf\u5e7f\u544a\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u201d\u3002IEEE \u56fd\u9645\u6570\u636e\u6316\u6398\u4f1a\u8bae\uff0c687-696\u3002\n<\/li>\n<\/ol>\n<h2 id=\"conclusion\" tabindex=\"-1\" data-source-line=\"184-184\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>\u7ed3\u8bba<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4ee3\u8868\u4e86\u8425\u9500\u8861\u91cf\u9886\u57df\u7684\u91cd\u5927\u8fdb\u6b65\uff0c\u5b83\u8d85\u8d8a\u4e86\u8fc7\u4e8e\u7b80\u5316\u7684\u9996\u6b21\u548c\u6700\u7ec8\u89e6\u70b9\u6a21\u578b\uff0c\u80fd\u591f\u63d0\u4f9b\u5bf9\u5ba2\u6237\u65c5\u7a0b\u7684\u7ec6\u81f4\u7406\u89e3\u3002\u901a\u8fc7\u4e3a\u60a8\u7684\u4f01\u4e1a\u5b9e\u65bd\u5408\u9002\u7684\u5f52\u56e0\u6a21\u578b\uff0c\u60a8\u53ef\u4ee5\u83b7\u5f97\u5b9d\u8d35\u7684\u6d1e\u5bdf\uff0c\u4e86\u89e3\u4e0d\u540c\u7684\u8425\u9500\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\u5982\u4f55\u534f\u540c\u5de5\u4f5c\u4ee5\u63a8\u52a8\u8f6c\u5316\u3002\u867d\u7136\u5b9e\u65bd\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4f1a\u5e26\u6765\u6311\u6218\u2014\u2014\u4ece\u6570\u636e\u6536\u96c6\u548c\u96c6\u6210\u5230\u6a21\u578b\u9009\u62e9\u548c\u5206\u6790\u2014\u2014\u4f46\u5176\u76ca\u5904\u8fdc\u8fdc\u5927\u4e8e\u56f0\u96be\u3002\u6210\u529f\u5e94\u5bf9\u8fd9\u4e9b\u6311\u6218\u7684\u8425\u9500\u4eba\u5458\u5c06\u901a\u8fc7\u66f4\u9ad8\u6548\u7684\u9884\u7b97\u5206\u914d\u3001\u66f4\u4f73\u7684\u5ba2\u6237\u4f53\u9a8c\u4ee5\u53ca\u6700\u7ec8\u66f4\u4f73\u7684\u4e1a\u52a1\u6210\u679c\u83b7\u5f97\u7ade\u4e89\u4f18\u52bf\u3002\u968f\u7740\u8425\u9500\u968f\u7740\u65b0\u6e20\u9053\u3001\u65b0\u6280\u672f\u548c\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u4e0d\u65ad\u53d1\u5c55\uff0c\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4ecd\u5c06\u662f\u7406\u89e3\u548c\u4f18\u5316\u65e5\u76ca\u590d\u6742\u7684\u5ba2\u6237\u65c5\u7a0b\u7684\u5173\u952e\u5de5\u5177\u3002\u4e3a\u4e86\u4fdd\u6301\u9886\u5148\u5730\u4f4d\u5e76\u4e3a\u60a8\u7684\u7ec4\u7ec7\u5b9e\u65bd\u6709\u6548\u7684\u5f52\u56e0\u7b56\u7565\uff0c\u8bf7\u8003\u8651\u63a2\u7d22\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u63d0\u4f9b\u7684\u4e13\u7528\u5de5\u5177\u548c\u8d44\u6e90\uff1a\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u589e\u5f3a\u60a8\u7684\u8425\u9500\u8861\u91cf\u80fd\u529b\u3002","protected":false},"excerpt":{"rendered":"<p>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u662f\u4e00\u79cd\u590d\u6742\u7684\u8425\u9500\u8861\u91cf\u65b9\u6cd5\uff0c\u5b83\u5c06\u8f6c\u5316\u529f\u52b3\u5f52\u56e0\u4e8e\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u591a\u4e2a\u63a5\u89e6\u70b9\u3002\u4e0e\u5c06\u6240\u6709\u529f\u52b3\u5f52\u56e0\u4e8e\u9996\u6b21\u6216\u6700\u540e\u4e00\u6b21\u4e92\u52a8\u7684\u4f20\u7edf\u5355\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b\u4e0d\u540c\uff0c\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u80fd\u591f\u5168\u9762\u5c55\u73b0\u4e0d\u540c\u8425\u9500\u6e20\u9053\u548c\u8425\u9500\u6d3b\u52a8\u5982\u4f55\u4fc3\u6210\u8f6c\u5316\u3002\u672c\u6587\u63a2\u8ba8\u4e86\u8fd9\u4e00\u6982\u5ff5\u2026\u2026<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-269","post","type-post","status-publish","format-standard","hentry","category-attribution"],"yoast_head":"<!-- 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