{"id":299,"date":"2025-05-12T19:41:20","date_gmt":"2025-05-13T03:41:20","guid":{"rendered":"https:\/\/attrisight.com\/?p=299"},"modified":"2025-05-12T19:41:20","modified_gmt":"2025-05-13T03:41:20","slug":"%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0","status":"publish","type":"post","link":"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/","title":{"rendered":"\u5982\u4f55\u8861\u91cf\u7ebf\u4e0a\u7ebf\u4e0b\u6e20\u9053\u7684\u8425\u9500\u5f52\u56e0"},"content":{"rendered":"\u968f\u7740\u5ba2\u6237\u65c5\u7a0b\u65e5\u76ca\u8de8\u8d8a\u6570\u5b57\u548c\u5b9e\u4f53\u73af\u5883\uff0c\u8425\u9500\u4eba\u5458\u9762\u4e34\u7740\u8fde\u63a5\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u4ee5\u5b9e\u73b0\u5168\u9762\u5f52\u56e0\u7684\u590d\u6742\u6311\u6218\u3002\u672c\u6587\u63d0\u4f9b\u4e86\u4e00\u4e2a\u5b8c\u6574\u7684\u6846\u67b6\uff0c\u7528\u4e8e\u5b9e\u65bd\u8de8\u6e20\u9053\u5f52\u56e0\uff0c\u5f25\u5408\u6570\u5b57\u548c\u5b9e\u4f53\u4e4b\u95f4\u7684\u9e3f\u6c9f\u3002\u5b66\u4e60\u884c\u4e4b\u6709\u6548\u7684\u7b56\u7565\uff0c\u7528\u4e8e\u8ffd\u8e2a\u7ebf\u4e0b\u8f6c\u5316\u7387\u3001\u5c06\u5e97\u5185\u6d3b\u52a8\u4e0e\u6570\u5b57\u8425\u9500\u76f8\u7ed3\u5408\uff0c\u4ee5\u53ca\u6784\u5efa\u7edf\u4e00\u7684\u8861\u91cf\u6a21\u578b\u6765\u6355\u6349\u5b8c\u6574\u7684\u5ba2\u6237\u65c5\u7a0b\u3002\u901a\u8fc7\u5b9e\u7528\u7684\u5b9e\u65bd\u6b65\u9aa4\u3001\u6280\u672f\u5efa\u8bae\u548c\u771f\u5b9e\u6848\u4f8b\u7814\u7a76\uff0c\u8425\u9500\u9886\u5bfc\u8005\u5c06\u83b7\u5f97\u5207\u5b9e\u53ef\u884c\u7684\u6d1e\u5bdf\uff0c\u4ece\u800c\u5efa\u7acb\u80fd\u591f\u51c6\u786e\u5f52\u56e0\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u8425\u9500\u5de5\u4f5c\u7684\u6574\u4f53\u5f52\u56e0\uff0c\u6700\u7ec8\u63a8\u52a8\u66f4\u6709\u6548\u7684\u8d44\u6e90\u914d\u7f6e\u548c\u66f4\u9ad8\u7684\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u3002\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Introduction\" >\u5bfc\u8a00<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Online-Offline_Attribution_Challenge\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u6311\u6218<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Data_Disconnect\" >\u6570\u636e\u65ad\u5f00<\/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\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Organizational_Divide\" >\u7ec4\u7ec7\u5206\u6b67<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Methodology_Mismatch\" >\u65b9\u6cd5\u8bba\u4e0d\u5339\u914d<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Key_Strategies_for_Online-Offline_Attribution\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u5173\u952e\u7b56\u7565<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#1_Implementing_Online-to-Offline_Tracking_Mechanisms\" >1. \u5b9e\u65bd\u7ebf\u4e0a\u5230\u7ebf\u4e0b\u8ffd\u8e2a\u673a\u5236<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Digital-to-Physical_Connection_Points\" >\u6570\u5b57\u5230\u7269\u7406\u8fde\u63a5\u70b9<\/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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Implementation_Approaches\" >\u5b9e\u65bd\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Case_Example_Automotive_Dealer_Groups_Online-to-Offline_Connection\" >\u6848\u4f8b\uff1a\u6c7d\u8f66\u7ecf\u9500\u5546\u96c6\u56e2\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u8fde\u63a5<\/a><\/li><\/ul><\/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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#2_Tracking_Offline-to-Online_Influence\" >2. \u8ffd\u8e2a\u7ebf\u4e0b\u5230\u7ebf\u4e0a\u7684\u5f71\u54cd\u529b<\/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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Physical-to-Digital_Connection_Points\" >\u7269\u7406\u5230\u6570\u5b57\u8fde\u63a5\u70b9<\/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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Implementation_Approaches-2\" >\u5b9e\u65bd\u65b9\u6cd5<\/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%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Case_Example_Retail_Brands_Offline-to-Online_Tracking\" >\u6848\u4f8b\uff1a\u96f6\u552e\u54c1\u724c\u7684\u7ebf\u4e0b\u5230\u7ebf\u4e0a\u8ffd\u8e2a<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#3_Unifying_Customer_Identity_Across_Channels\" >3. \u8de8\u6e20\u9053\u7edf\u4e00\u5ba2\u6237\u8eab\u4efd<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Identity_Resolution_Approaches\" >\u8eab\u4efd\u89e3\u6790\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Implementation_Approaches-3\" >\u5b9e\u65bd\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Case_Example_Hotel_Chains_Identity_Unification\" >\u6848\u4f8b\uff1a\u8fde\u9501\u9152\u5e97\u7684\u8eab\u4efd\u7edf\u4e00<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#4_Implementing_Unified_Measurement_Models\" >4. \u5b9e\u65bd\u7edf\u4e00\u6d4b\u91cf\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-20\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Unified_Modeling_Approaches\" >\u7edf\u4e00\u5efa\u6a21\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Implementation_Approaches-4\" >\u5b9e\u65bd\u65b9\u6cd5<\/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\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Case_Example_Financial_Services_Firms_Unified_Measurement\" >\u6848\u4f8b\uff1a\u91d1\u878d\u670d\u52a1\u516c\u53f8\u7684\u7edf\u4e00\u6d4b\u91cf<\/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-23\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Technical_Implementation_for_Online-Offline_Attribution\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u6280\u672f\u5b9e\u73b0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Data_Collection_Infrastructure\" >\u6570\u636e\u6536\u96c6\u57fa\u7840\u8bbe\u65bd<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Online_Collection_Mechanisms\" >\u5728\u7ebf\u6536\u96c6\u673a\u5236<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Offline_Collection_Mechanisms\" >\u79bb\u7ebf\u6536\u96c6\u673a\u5236<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Data_Integration_Approach\" >\u6570\u636e\u96c6\u6210\u65b9\u6cd5<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Technical_Integration_Methods\" >\u6280\u672f\u96c6\u6210\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Key_Integration_Considerations\" >\u5173\u952e\u96c6\u6210\u8003\u8651\u56e0\u7d20<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Analysis_and_Reporting\" >\u5206\u6790\u548c\u62a5\u544a<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Analysis_Approaches\" >\u5206\u6790\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Reporting_Framework\" >\u62a5\u544a\u6846\u67b6<\/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-33\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Organizational_Strategies_for_Online-Offline_Attribution\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u7ec4\u7ec7\u7b56\u7565<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Breaking_Down_Organizational_Silos\" >\u6253\u7834\u7ec4\u7ec7\u5b64\u5c9b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Skill_Development_and_Training\" >\u6280\u80fd\u53d1\u5c55\u4e0e\u57f9\u8bad<\/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\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Governance_and_Process_Integration\" >\u6cbb\u7406\u4e0e\u6d41\u7a0b\u6574\u5408<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Case_Study_Retailers_Online-Offline_Attribution_Transformation\" >\u6848\u4f8b\u7814\u7a76\uff1a\u96f6\u552e\u5546\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u8f6c\u578b<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Challenge\" >\u6311\u6218<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Approach\" >\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#The_Results\" >\u7ed3\u679c<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Best_Practices_for_Online-Offline_Attribution\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u6700\u4f73\u5b9e\u8df5<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#1_Start_With_Clear_Business_Questions\" >1. \u4ece\u660e\u786e\u7684\u4e1a\u52a1\u95ee\u9898\u5f00\u59cb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#2_Implement_Thoughtful_Identity_Resolution\" >2. \u5b9e\u65bd\u5468\u5230\u7684\u8eab\u4efd\u8bc6\u522b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#3_Blend_Methodologies_Appropriately\" >3. \u9002\u5f53\u878d\u5408\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-45\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#4_Focus_on_Incrementality_Not_Just_Attribution\" >4. \u5173\u6ce8\u589e\u91cf\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5f52\u56e0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-46\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#5_Blend_Art_and_Science\" >5. \u878d\u5408\u827a\u672f\u4e0e\u79d1\u5b66<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-47\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#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-48\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#How_accurately_can_we_connect_online_advertising_to_in-store_purchases\" >\u6211\u4eec\u80fd\u591a\u51c6\u786e\u5730\u5c06\u5728\u7ebf\u5e7f\u544a\u4e0e\u5e97\u5185\u8d2d\u4e70\u8054\u7cfb\u8d77\u6765\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-49\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#What_technologies_are_essential_for_online-offline_attribution\" >\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u9700\u8981\u54ea\u4e9b\u5173\u952e\u6280\u672f\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-50\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#How_do_you_handle_long_sales_cycles_in_online-offline_attribution\" >\u60a8\u5982\u4f55\u5904\u7406\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u4e2d\u7684\u957f\u9500\u552e\u5468\u671f\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-51\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#How_do_you_attribute_value_to_physical_locations_in_the_digital_customer_journey\" >\u60a8\u5982\u4f55\u5c06\u4ef7\u503c\u5f52\u56e0\u4e8e\u6570\u5b57\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u7269\u7406\u4f4d\u7f6e\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-52\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#How_is_privacy_regulation_affecting_online-offline_attribution\" >\u9690\u79c1\u6cd5\u89c4\u5982\u4f55\u5f71\u54cd\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\uff1f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-53\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#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-54\" href=\"https:\/\/attrisight.com\/zh\/%e5%a6%82%e4%bd%95%e8%a1%a1%e9%87%8f%e7%ba%bf%e4%b8%8a%e7%ba%bf%e4%b8%8b%e6%b8%a0%e9%81%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0\/#Conclusion\" >\u7ed3\u8bba<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"introduction\" tabindex=\"-1\" data-source-line=\"7-7\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>\u5bfc\u8a00<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5982\u4eca\uff0c\u5ba2\u6237\u65c5\u7a0b\u5f88\u5c11\u53ea\u5b58\u5728\u4e8e\u7ebf\u4e0a\u6216\u7ebf\u4e0b\u3002\u8bf7\u8003\u8651\u4ee5\u4e0b\u5e38\u89c1\u573a\u666f\uff1a\n<ul data-source-line=\"11-14\">\n<li data-source-line=\"11-11\">\u6d88\u8d39\u8005\u5728\u667a\u80fd\u624b\u673a\u4e0a\u641c\u7d22\u4ea7\u54c1\uff0c\u5728\u7ebf\u9605\u8bfb\u8bc4\u8bba\uff0c\u7136\u540e\u5728\u5b9e\u4f53\u5e97\u8d2d\u4e70<\/li>\n<li data-source-line=\"12-12\">B2B \u6f5c\u5728\u5ba2\u6237\u901a\u8fc7 LinkedIn \u5e7f\u544a\u53d1\u73b0\u4e00\u5bb6\u516c\u53f8\uff0c\u53c2\u52a0\u73b0\u573a\u8d38\u6613\u5c55\u4f1a\uff0c\u7136\u540e\u901a\u8fc7\u9500\u552e\u7535\u8bdd\u8fdb\u884c\u8f6c\u5316<\/li>\n<li data-source-line=\"13-14\">\u8d2d\u7269\u8005\u6536\u5230\u76f4\u90ae\u4f18\u60e0\uff0c\u8bbf\u95ee\u7f51\u7ad9\u4e86\u89e3\u66f4\u591a\u4fe1\u606f\uff0c\u5e76\u6700\u7ec8\u901a\u8fc7\u516c\u53f8\u7684\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\u8fdb\u884c\u8d2d\u4e70<\/li>\n<\/ul>\n\u5728\u6bcf\u79cd\u60c5\u51b5\u4e0b\uff0c\u8d2d\u4e70\u8def\u5f84\u90fd\u4f1a\u5728\u6570\u5b57\u548c\u5b9e\u4f53\u9886\u57df\u4e4b\u95f4\u591a\u6b21\u4ea4\u53c9\u3002\u6839\u636e\u300a\u54c8\u4f5b\u5546\u4e1a\u8bc4\u8bba\u300b\u7684\u7814\u7a76\uff0c\u8d85\u8fc770%\u7684\u6d88\u8d39\u8005\u5728\u8d2d\u7269\u8fc7\u7a0b\u4e2d\u4f1a\u4f7f\u7528\u591a\u79cd\u6e20\u9053\u3002\u9ea6\u80af\u9521\u62a5\u544a\u79f0\uff0c\u5168\u6e20\u9053\u5ba2\u6237\u7684\u6d88\u8d39\u989d\u662f\u5355\u6e20\u9053\u8d2d\u7269\u8005\u76844\u500d\u3002\u7136\u800c\uff0c\u5927\u591a\u6570\u5f52\u56e0\u7cfb\u7edf\u4ecd\u7136\u5c06\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u89c6\u4e3a\u72ec\u7acb\u7684\u4e16\u754c\u3002\u201c\u5982\u4eca\u8425\u9500\u4eba\u5458\u9762\u4e34\u7684\u6700\u5927\u5f52\u56e0\u6311\u6218\u5e76\u975e\u7406\u89e3\u6570\u5b57\u63a5\u89e6\u70b9\uff0c\u800c\u662f\u5c06\u6570\u5b57\u6d3b\u52a8\u4e0e\u5b9e\u4f53\u4e16\u754c\u4e2d\u53d1\u751f\u7684\u4e8b\u60c5\u8054\u7cfb\u8d77\u6765\uff0c\u201d\u626c\u00b7\u7f57\u5fc5\u51ef\u516c\u53f8\u524d\u5168\u7403\u9996\u5e2d\u6267\u884c\u5b98David Sable\u6307\u51fa\u3002\u201c\u5982\u679c\u6ca1\u6709\u8fd9\u79cd\u8054\u7cfb\uff0c\u516c\u53f8\u5728\u505a\u51fa\u51b3\u7b56\u65f6\u5c31\u53ea\u80fd\u4e86\u89e3\u4e00\u534a\u7684\u60c5\u51b5\u3002\u201d\u8fd9\u79cd\u8131\u8282\u7684\u8861\u91cf\u6807\u51c6\u4f1a\u5e26\u6765\u91cd\u5927\u95ee\u9898\uff1a\n<ul data-source-line=\"21-25\">\n<li data-source-line=\"21-21\">\u7ebf\u4e0a\u8425\u9500\u5728\u63a8\u52a8\u7ebf\u4e0b\u8f6c\u5316\u65f6\u5f80\u5f80\u88ab\u4f4e\u4f30<\/li>\n<li data-source-line=\"22-22\">\u5f53\u7ebf\u4e0b\u8425\u9500\u5f15\u53d1\u6570\u5b57\u5316\u7814\u7a76\u65f6\uff0c\u5176\u5f71\u54cd\u529b\u5c06\u53d8\u5f97\u4e0d\u53ef\u89c1<\/li>\n<li data-source-line=\"23-23\">\u9884\u7b97\u5206\u914d\u51b3\u7b56\u57fa\u4e8e\u4e0d\u5b8c\u6574\u7684\u65c5\u7a0b\u6570\u636e<\/li>\n<li data-source-line=\"24-25\">\u8de8\u6e20\u9053\u5ba2\u6237\u4f53\u9a8c\u53d8\u5f97\u8131\u8282<\/li>\n<\/ul>\n\u5f25\u5408\u8fd9\u4e00\u5dee\u8ddd\u7684\u96be\u5ea6\u4e0d\u8a00\u800c\u55bb\u3002\u6570\u5b57\u4e92\u52a8\u81ea\u7136\u4f1a\u521b\u9020\u53ef\u8ffd\u8e2a\u7684\u6570\u636e\u8f68\u8ff9\uff0c\u800c\u73b0\u5b9e\u4e16\u754c\u7684\u6d3b\u52a8\u5219\u66f4\u96be\u7cfb\u7edf\u5730\u6355\u6349\u3002\u4e0d\u540c\u7684\u56e2\u961f\u3001\u6280\u672f\u548c\u6307\u6807\u8fdb\u4e00\u6b65\u52a0\u5267\u4e86\u6574\u5408\u7684\u6311\u6218\u3002\u7136\u800c\uff0c\u6210\u529f\u8fde\u63a5\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u8861\u91cf\u6307\u6807\u7684\u7ec4\u7ec7\u5c06\u83b7\u5f97\u5de8\u5927\u7684\u4f18\u52bf\u3002\u6839\u636e Forrester Research \u7684\u6570\u636e\uff0c\u4e0e\u91c7\u7528\u5b64\u7acb\u8861\u91cf\u6307\u6807\u7684\u516c\u53f8\u76f8\u6bd4\uff0c\u62e5\u6709\u7edf\u4e00\u8de8\u6e20\u9053\u5f52\u56e0\u7684\u516c\u53f8\u5b9e\u73b0\u4e86 30% \u7684\u8425\u9500\u6548\u7387\u63d0\u5347\u548c 20% \u7684\u8f6c\u5316\u7387\u63d0\u5347\u3002\u672c\u6587\u63a2\u8ba8\u4e86\u5f25\u5408\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u5dee\u8ddd\u7684\u5b9e\u7528\u65b9\u6cd5\u3002\u6211\u4eec\u5c06\u63a2\u8ba8\u521b\u5efa\u4e92\u8054\u8861\u91cf\u6307\u6807\u7684\u6280\u672f\u548c\u65b9\u6cd5\u3001\u9002\u7528\u4e8e\u4e0d\u540c\u7ec4\u7ec7\u7c7b\u578b\u7684\u5b9e\u65bd\u7b56\u7565\uff0c\u4ee5\u53ca\u6210\u529f\u7edf\u4e00\u7ebf\u4e0b\u548c\u7ebf\u4e0b\u5f52\u56e0\u6307\u6807\u7684\u771f\u5b9e\u6848\u4f8b\u3002\u5bf9\u4e8e\u5bfb\u6c42\u5728\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u5b9e\u65bd\u5168\u9762\u5f52\u56e0\u7684\u7ec4\u7ec7\uff0c\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u63d0\u4f9b\u4e13\u95e8\u9488\u5bf9\u5168\u6e20\u9053\u6d4b\u91cf\u6311\u6218\u7684\u89e3\u51b3\u65b9\u6848\u3002\n<h2 id=\"the-online-offline-attribution-challenge\" tabindex=\"-1\" data-source-line=\"34-34\"><span class=\"ez-toc-section\" id=\"The_Online-Offline_Attribution_Challenge\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u6311\u6218<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5728\u63a2\u7d22\u89e3\u51b3\u65b9\u6848\u4e4b\u524d\uff0c\u91cd\u8981\u7684\u662f\u8981\u4e86\u89e3\u5bfc\u81f4\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u5982\u6b64\u590d\u6742\u7684\u5177\u4f53\u6311\u6218\u3002\n<h3 id=\"the-data-disconnect\" tabindex=\"-1\" data-source-line=\"38-38\"><span class=\"ez-toc-section\" id=\"The_Data_Disconnect\"><\/span>\u6570\u636e\u65ad\u5f00<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6839\u672c\u7684\u6311\u6218\u5728\u4e8e\u6570\u5b57\u73af\u5883\u548c\u7269\u7406\u73af\u5883\u4e2d\u6536\u96c6\u6570\u636e\u7684\u65b9\u5f0f\u4e0d\u540c\uff1a\n<ul data-source-line=\"42-46\">\n<li data-source-line=\"42-42\"><strong>\u6570\u5b57\u4e92\u52a8<\/strong>\uff1a\u901a\u8fc7 Cookie\u3001\u50cf\u7d20\u3001\u8bbe\u5907 ID \u548c\u5e10\u6237\u767b\u5f55\u81ea\u52a8\u8ddf\u8e2a<\/li>\n<li data-source-line=\"43-43\"><strong>\u7269\u7406\u4e92\u52a8<\/strong>\uff1a\u9700\u8981\u660e\u786e\u7684\u673a\u5236\u6765\u6355\u83b7\uff08\u9500\u552e\u70b9\u7cfb\u7edf\u3001\u624b\u52a8\u8f93\u5165\u7b49\uff09<\/li>\n<li data-source-line=\"44-44\"><strong>\u8eab\u4efd\u5dee\u8ddd<\/strong>\uff1a\u7ebf\u4e0a\uff08\u7535\u5b50\u90ae\u4ef6\u3001cookie ID\uff09\u548c\u7ebf\u4e0b\uff08\u4f1a\u5458\u5361\u3001\u7535\u8bdd\u53f7\u7801\uff09\u4f7f\u7528\u4e0d\u540c\u7684\u6807\u8bc6\u7b26<\/li>\n<li data-source-line=\"45-46\"><strong>\u65f6\u95f4\u5dee\u5f02<\/strong>\uff1a\u6570\u5b57\u64cd\u4f5c\u4f1a\u81ea\u52a8\u6dfb\u52a0\u65f6\u95f4\u6233\uff0c\u800c\u79bb\u7ebf\u4e8b\u4ef6\u901a\u5e38\u4f1a\u5ef6\u8fdf\u8bb0\u5f55<\/li>\n<\/ul>\n\u5f25\u5408\u8fd9\u4e9b\u5dee\u5f02\u9700\u8981\u7cbe\u5fc3\u8bbe\u8ba1\u7684\u7cfb\u7edf\u548c\u6d41\u7a0b\u6765\u8fde\u63a5\u4e0d\u540c\u7684\u6570\u636e\u70b9\u3002\n<h3 id=\"the-organizational-divide\" tabindex=\"-1\" data-source-line=\"49-49\"><span class=\"ez-toc-section\" id=\"The_Organizational_Divide\"><\/span>\u7ec4\u7ec7\u5206\u6b67<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9664\u4e86\u6280\u672f\u6311\u6218\u4e4b\u5916\uff0c\u7ec4\u7ec7\u7ed3\u6784\u4e5f\u5e38\u5e38\u4f1a\u52a0\u5267\u7ebf\u4e0a\u7ebf\u4e0b\u4e4b\u95f4\u7684\u5dee\u8ddd\uff1a\n<ul data-source-line=\"53-57\">\n<li data-source-line=\"53-53\"><strong>\u56e2\u961f\u5206\u79bb<\/strong>\uff1a\u6570\u5b57\u8425\u9500\u548c\u4f20\u7edf\u8425\u9500\u56e2\u961f\u72ec\u7acb\u8fd0\u4f5c<\/li>\n<li data-source-line=\"54-54\"><strong>\u6307\u6807\u5dee\u5f02<\/strong>\uff1a\u7ebf\u4e0a\u56e2\u961f\u5173\u6ce8\u70b9\u51fb\u91cf\u548c\u8f6c\u5316\u7387\uff0c\u7ebf\u4e0b\u56e2\u961f\u5219\u5173\u6ce8\u5ba2\u6d41\u91cf\u548c\u9500\u552e\u989d\u7b49\u6307\u6807<\/li>\n<li data-source-line=\"55-55\"><strong>\u9884\u7b97\u7ade\u4e89<\/strong>\uff1a\u6570\u5b57\u6e20\u9053\u548c\u4f20\u7edf\u6e20\u9053\u7ade\u4e89\u8d44\u6e90\uff0c\u800c\u4e0d\u662f\u5408\u4f5c<\/li>\n<li data-source-line=\"56-57\"><strong>\u6280\u672f\u5dee\u8ddd<\/strong>\uff1a\u6570\u5b57\u8425\u9500\u4e0e\u4f20\u7edf\u8425\u9500\u7684\u4e0d\u540c\u6280\u672f\u5806\u6808<\/li>\n<\/ul>\n\u8fd9\u4e9b\u7ec4\u7ec7\u5206\u6b67\u521b\u9020\u4e86\u4e00\u79cd\u73af\u5883\uff0c\u4f7f\u5f97\u8fde\u63a5\u6d4b\u91cf\u4e0d\u4ec5\u5728\u6280\u672f\u4e0a\u56f0\u96be\uff0c\u800c\u4e14\u5728\u653f\u6cbb\u4e0a\u4e5f\u5177\u6709\u6311\u6218\u6027\u3002\n<h3 id=\"the-methodology-mismatch\" tabindex=\"-1\" data-source-line=\"60-60\"><span class=\"ez-toc-section\" id=\"The_Methodology_Mismatch\"><\/span>\u65b9\u6cd5\u8bba\u4e0d\u5339\u914d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6570\u5b57\u6e20\u9053\u548c\u5b9e\u4f53\u6e20\u9053\u7684\u5f52\u56e0\u65b9\u6cd5\u5df2\u6709\u6240\u4e0d\u540c\uff1a\n<ul data-source-line=\"64-68\">\n<li data-source-line=\"64-64\"><strong>\u6570\u5b57\u5f52\u56e0<\/strong>\uff1a\u901a\u5e38\u4f7f\u7528\u5177\u6709\u7cbe\u7ec6\u89e6\u70b9\u8ddf\u8e2a\u7684\u591a\u70b9\u89e6\u63a7\u6a21\u578b<\/li>\n<li data-source-line=\"65-65\"><strong>\u4f20\u7edf\u5a92\u4f53<\/strong>\uff1a\u901a\u5e38\u4f9d\u8d56\u4e8e\u5a92\u4f53\u7ec4\u5408\u6a21\u578b\u548c\u5e02\u573a\u6d4b\u8bd5<\/li>\n<li data-source-line=\"66-66\"><strong>\u65f6\u95f4\u8303\u56f4\u5dee\u5f02<\/strong>\uff1a\u6570\u5b57\u6d4b\u91cf\u6ce8\u91cd\u5373\u65f6\u54cd\u5e94\uff0c\u800c\u79bb\u7ebf\u6d4b\u91cf\u5219\u5173\u6ce8\u957f\u671f\u5f71\u54cd<\/li>\n<li data-source-line=\"67-68\"><strong>\u51c6\u786e\u5ea6\u9884\u671f<\/strong>\uff1a\u6570\u5b57\u56e2\u961f\u671f\u671b\u7cbe\u786e\u7684\u6307\u6807\uff0c\u800c\u7ebf\u4e0b\u56e2\u961f\u5219\u4f9d\u9760\u5b9a\u5411\u6d1e\u5bdf<\/li>\n<\/ul>\n\u534f\u8c03\u8fd9\u4e9b\u65b9\u6cd5\u8bba\u4e0a\u7684\u5dee\u5f02\u9700\u8981\u5c0a\u91cd\u6bcf\u79cd\u65b9\u6cd5\u7684\u4f18\u52bf\u548c\u5c40\u9650\u6027\u7684\u6846\u67b6\u3002\n<h2 id=\"key-strategies-for-online-offline-attribution\" tabindex=\"-1\" data-source-line=\"71-71\"><span class=\"ez-toc-section\" id=\"Key_Strategies_for_Online-Offline_Attribution\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u5173\u952e\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5c3d\u7ba1\u9762\u4e34\u8fd9\u4e9b\u6311\u6218\uff0c\u4f01\u4e1a\u4ecd\u5728\u6210\u529f\u5b9e\u65bd\u8de8\u6e20\u9053\u5f52\u56e0\u3002\u4ee5\u4e0b\u662f\u4ed6\u4eec\u4e3a\u5f25\u5408\u6570\u5b57\u4e0e\u5b9e\u4f53\u4e4b\u95f4\u7684\u9e3f\u6c9f\u800c\u91c7\u7528\u7684\u5173\u952e\u7b56\u7565\uff1a\n<h3 id=\"1.-implementing-online-to-offline-tracking-mechanisms\" tabindex=\"-1\" data-source-line=\"75-75\"><span class=\"ez-toc-section\" id=\"1_Implementing_Online-to-Offline_Tracking_Mechanisms\"><\/span>1. \u5b9e\u65bd\u7ebf\u4e0a\u5230\u7ebf\u4e0b\u8ffd\u8e2a\u673a\u5236<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8fde\u63a5\u6e20\u9053\u7684\u7b2c\u4e00\u6b65\u662f\u5b9e\u65bd\u673a\u5236\u6765\u8ffd\u8e2a\u7ebf\u4e0a\u8425\u9500\u5982\u4f55\u63a8\u52a8\u7ebf\u4e0b\u884c\u4e3a\u3002\n<h4 id=\"digital-to-physical-connection-points\" tabindex=\"-1\" data-source-line=\"79-79\"><span class=\"ez-toc-section\" id=\"Digital-to-Physical_Connection_Points\"><\/span>\u6570\u5b57\u5230\u7269\u7406\u8fde\u63a5\u70b9<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u6709\u51e0\u79cd\u6280\u672f\u53ef\u4ee5\u5c06\u7ebf\u4e0a\u8425\u9500\u4e0e\u7ebf\u4e0b\u6d3b\u52a8\u8054\u7cfb\u8d77\u6765\uff1a\n<ul data-source-line=\"83-88\">\n<li data-source-line=\"83-83\"><strong>\u4fc3\u9500\u4ee3\u7801\u548c\u4f18\u60e0\u5238<\/strong>\uff1a\u72ec\u7279\u7684\u3001\u53ef\u8ffd\u8e2a\u7684\u4ee3\u7801\u663e\u793a\u5728\u6570\u5b57\u6e20\u9053\u5e76\u53ef\u79bb\u7ebf\u5151\u6362<\/li>\n<li data-source-line=\"84-84\"><strong>\u5546\u5e97\u5b9a\u4f4d\u5668\u548c\u201c\u5e97\u5185\u67e5\u627e\u201d\u529f\u80fd<\/strong>\uff1a\u663e\u793a\u7ebf\u4e0b\u8d2d\u4e70\u610f\u5411\u7684\u6570\u5b57\u5de5\u5177<\/li>\n<li data-source-line=\"85-85\"><strong>\u9884\u8ba2\u548c\u9884\u7ea6\u7cfb\u7edf<\/strong>\uff1a\u5728\u7ebf\u9884\u7ea6\uff0c\u53ef\u76f4\u63a5\u5230\u8bbf<\/li>\n<li data-source-line=\"86-86\"><strong>\u5fe0\u8bda\u5ea6\u8ba1\u5212\u6574\u5408<\/strong>\uff1a\u8de8\u6e20\u9053\u8fd0\u4f5c\u7684\u4e92\u8054\u7a0b\u5e8f<\/li>\n<li data-source-line=\"87-88\"><strong>\u6536\u636e\u4e0a\u7684\u4e8c\u7ef4\u7801<\/strong>\uff1a\u5c06\u8d2d\u4e70\u540e\u7684\u7269\u7406\u4e92\u52a8\u4e0e\u6570\u5b57\u4f53\u9a8c\u8054\u7cfb\u8d77\u6765<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches\" tabindex=\"-1\" data-source-line=\"89-89\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"91-97\">\n<thead data-source-line=\"91-91\">\n<tr data-source-line=\"91-91\">\n<th>\u8ffd\u8e2a\u673a\u5236<\/th>\n<th>\u5de5\u4f5c\u539f\u7406<\/th>\n<th>\u6700\u9002\u5408<\/th>\n<th>\u5b9e\u65bd\u590d\u6742\u6027<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"93-97\">\n<tr data-source-line=\"93-93\">\n<td>\u72ec\u7279\u7684\u4fc3\u9500\u4ee3\u7801<\/td>\n<td>\u5728\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4e2d\u663e\u793a\u5ba2\u6237\u5728\u5e97\u5185\u5151\u6362\u7684\u552f\u4e00\u4ee3\u7801<\/td>\n<td>\u96f6\u552e\u3001\u9910\u996e\u3001\u670d\u52a1\u4e1a<\/td>\n<td>\u4f4e\u81f3\u4e2d\u7b49<\/td>\n<\/tr>\n<tr data-source-line=\"94-94\">\n<td>\u57fa\u4e8e\u4f4d\u7f6e\u7684\u5e94\u7528\u7a0b\u5e8f<\/td>\n<td>\u4f7f\u7528\u5730\u7406\u56f4\u680f\u6765\u8ddf\u8e2a\u53c2\u4e0e\u6570\u5b57\u8425\u9500\u7684\u5ba2\u6237\u4f55\u65f6\u8bbf\u95ee\u5b9e\u4f53\u4f4d\u7f6e<\/td>\n<td>\u96f6\u552e\u3001\u6c7d\u8f66\u3001\u623f\u5730\u4ea7<\/td>\n<td>\u4e2d\u5230\u9ad8<\/td>\n<\/tr>\n<tr data-source-line=\"95-95\">\n<td>\u70b9\u51fb\u901a\u8bdd<\/td>\n<td>\u8ddf\u8e2a\u7f51\u7ad9\u6216\u5e7f\u544a\u4e92\u52a8\u4f55\u65f6\u5e26\u6765\u7535\u8bdd\u547c\u53eb<\/td>\n<td>\u670d\u52a1\u4e1a\u3001B2B\u3001\u533b\u7597\u4fdd\u5065<\/td>\n<td>\u4f4e\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"96-96\">\n<td>\u5728\u7ebf\u9884\u8ba2<\/td>\n<td>\u8ffd\u8e2a\u6570\u5b57\u4e92\u52a8\u4f55\u65f6\u4fc3\u6210\u5e97\u5185\u9884\u7ea6<\/td>\n<td>\u96f6\u552e\u3001\u91d1\u878d\u670d\u52a1\u3001\u533b\u7597\u4fdd\u5065<\/td>\n<td>\u4e2d\u7b49\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"97-97\">\n<td>\u79bb\u7ebf\u8f6c\u5316\u5bfc\u5165<\/td>\n<td>\u5c06\u7ebf\u4e0b\u8f6c\u5316\u6570\u636e\u4e0a\u4f20\u81f3\u6570\u5b57\u8425\u9500\u5e73\u53f0\uff0c\u5339\u914d\u81f3\u7ebf\u4e0a\u7528\u6237<\/td>\n<td>\u6240\u6709\u62e5\u6709 CRM \u7cfb\u7edf\u7684\u4f01\u4e1a<\/td>\n<td>\u4e2d\u7b49\u7684<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u8fd9\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e5%ae%9e%e6%96%bd%e9%80%82%e5%bd%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e7%b3%bb%e7%bb%9f%e7%9a%84%e6%8a%95%e8%b5%84%e5%9b%9e%e6%8a%a5%e7%8e%87\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u5b9e\u65bd\u9002\u5f53\u5f52\u56e0\u7cfb\u7edf\u7684\u6295\u8d44\u56de\u62a5\u7387<\/a>\u00a0\u8fde\u63a5\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u7684\u6f5c\u529b\u5de8\u5927\uff0c\u901a\u8fc7\u66f4\u597d\u7684\u8de8\u6e20\u9053\u4f18\u5316\uff0c\u4f01\u4e1a\u901a\u5e38\u53ef\u4ee5\u770b\u5230\u8425\u9500\u6548\u7387\u7684\u63d0\u9ad8\u3002\n<h4 id=\"case-example%3A-automotive-dealer-group's-online-to-offline-connection\" tabindex=\"-1\" data-source-line=\"105-105\"><span class=\"ez-toc-section\" id=\"Case_Example_Automotive_Dealer_Groups_Online-to-Offline_Connection\"><\/span>\u6848\u4f8b\uff1a\u6c7d\u8f66\u7ecf\u9500\u5546\u96c6\u56e2\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u8fde\u63a5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u533a\u57df\u6c7d\u8f66\u7ecf\u9500\u5546\u96c6\u56e2\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u7ebf\u4e0a\u5230\u7ebf\u4e0b\u8ddf\u8e2a\uff1a\n<ol data-source-line=\"109-113\">\n<li data-source-line=\"109-109\">\u4e3a\u6bcf\u4e2a\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u521b\u5efa\u552f\u4e00\u7684\u53ef\u8ffd\u8e2a\u7535\u8bdd\u53f7\u7801<\/li>\n<li data-source-line=\"110-110\">\u5b9e\u65bd\u4e86\u4e0e\u5176 CRM \u76f8\u8fde\u7684\u201c\u5b89\u6392\u8bd5\u9a7e\u201d\u529f\u80fd<\/li>\n<li data-source-line=\"111-111\">\u5728\u6570\u5b57\u5e7f\u544a\u4e2d\u90e8\u7f72\u4e8c\u7ef4\u7801\uff0c\u5f15\u5bfc\u7528\u6237\u8fdb\u5165\u4e2a\u6027\u5316\u7684\u767b\u9646\u9875\u9762<\/li>\n<li data-source-line=\"112-113\">\u4f7f\u7528\u57fa\u4e8e\u4f4d\u7f6e\u7684\u6280\u672f\u6765\u8ffd\u8e2a\u6570\u5b57\u5e7f\u544a\u89c2\u4f17\u7684\u5c55\u5385\u8bbf\u95ee\u60c5\u51b5<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u8868\u660e\uff1a\n<ul data-source-line=\"115-118\">\n<li data-source-line=\"115-115\">\u4ed8\u8d39\u641c\u7d22\uff0c\u4ee5\u524d\u4ec5\u6839\u636e\u5728\u7ebf\u6307\u6807\u6765\u770b\u4f3c\u4e4e\u6210\u672c\u9ad8\u6602\uff0c\u4f46\u5b9e\u9645\u4e0a\u5374\u5e26\u6765\u4e86 38% \u7684\u5c55\u5385\u8bbf\u95ee\u91cf<\/li>\n<li data-source-line=\"116-116\">\u793e\u4ea4\u5a92\u4f53\u5ba3\u4f20\u6d3b\u52a8\u5bf9\u8bd5\u9a7e\u7684\u63a8\u52a8\u4f5c\u7528\u6bd4\u6700\u521d\u6d4b\u91cf\u7684\u7ed3\u679c\u9ad8\u51fa 3.2 \u500d<\/li>\n<li data-source-line=\"117-118\">\u67d0\u4e9b\u5e7f\u544a\u521b\u610f\u5143\u7d20\u4f7f\u5c55\u5385\u53c2\u89c2\u53ef\u80fd\u6027\u589e\u52a0\u4e86 45%<\/li>\n<\/ul>\n\u7ecf\u9500\u5546\u96c6\u56e2\u6839\u636e\u8fd9\u4e9b\u89c1\u89e3\u91cd\u65b0\u5206\u914d\u4e86\u8425\u9500\u9884\u7b97\uff0c\u4ece\u800c\u4f7f\u5408\u683c\u5c55\u5385\u5ba2\u6d41\u91cf\u589e\u52a0\u4e86 27%\uff0c\u4ece\u8bbf\u95ee\u5230\u8d2d\u4e70\u7684\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 18%\u3002\n<h3 id=\"2.-tracking-offline-to-online-influence\" tabindex=\"-1\" data-source-line=\"121-121\"><span class=\"ez-toc-section\" id=\"2_Tracking_Offline-to-Online_Influence\"><\/span>2. \u8ffd\u8e2a\u7ebf\u4e0b\u5230\u7ebf\u4e0a\u7684\u5f71\u54cd\u529b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u540c\u6837\u91cd\u8981\u7684\u662f\u4e86\u89e3\u7ebf\u4e0b\u8425\u9500\u5982\u4f55\u63a8\u52a8\u7ebf\u4e0a\u884c\u4e3a\u3002\n<h4 id=\"physical-to-digital-connection-points\" tabindex=\"-1\" data-source-line=\"125-125\"><span class=\"ez-toc-section\" id=\"Physical-to-Digital_Connection_Points\"><\/span>\u7269\u7406\u5230\u6570\u5b57\u8fde\u63a5\u70b9<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u6709\u51e0\u79cd\u65b9\u6cd5\u53ef\u4ee5\u5e2e\u52a9\u8ffd\u8e2a\u7ebf\u4e0b\u8425\u9500\u5bf9\u7ebf\u4e0a\u7684\u5f71\u54cd\uff1a\n<ul data-source-line=\"129-134\">\n<li data-source-line=\"129-129\"><strong>\u865a\u8363\u7f51\u5740\u548c\u4e8c\u7ef4\u7801<\/strong>\uff1a\u79bb\u7ebf\u6750\u6599\u4e2d\u7684\u552f\u4e00\u7f51\u5740\u6216\u4ee3\u7801<\/li>\n<li data-source-line=\"130-130\"><strong>\u5e7f\u64ad\u5230\u6570\u5b57\u96c6\u6210<\/strong>\uff1a\u63a8\u52a8\u5e94\u7528\u4e0b\u8f7d\u6216\u7f51\u7ad9\u8bbf\u95ee\u7684\u7535\u89c6\u6216\u5e7f\u64ad\u5e7f\u544a<\/li>\n<li data-source-line=\"131-131\"><strong>\u4e92\u52a8\u540e\u8c03\u67e5<\/strong>\uff1a\u201c\u60a8\u662f\u5982\u4f55\u77e5\u9053\u6211\u4eec\u7684\uff1f\u201d\u6570\u636e\u6536\u96c6<\/li>\n<li data-source-line=\"132-132\"><strong>\u65f6\u95f4\u5206\u6790<\/strong>\uff1a\u5c06\u7ebf\u4e0b\u6d3b\u52a8\u4e0e\u7ebf\u4e0a\u884c\u4e3a\u9ad8\u5cf0\u5173\u8054\u8d77\u6765<\/li>\n<li data-source-line=\"133-134\"><strong>\u57fa\u4e8e\u4f4d\u7f6e\u7684\u5206\u6790<\/strong>\uff1a\u5c06\u5b9e\u4f53\u5e7f\u544a\u66dd\u5149\u4e0e\u540e\u7eed\u7684\u5728\u7ebf\u884c\u52a8\u8054\u7cfb\u8d77\u6765<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-1\" tabindex=\"-1\" data-source-line=\"135-135\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-2\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"137-143\">\n<thead data-source-line=\"137-137\">\n<tr data-source-line=\"137-137\">\n<th>\u8ffd\u8e2a\u65b9\u6cd5<\/th>\n<th>\u5de5\u4f5c\u539f\u7406<\/th>\n<th>\u6700\u9002\u5408<\/th>\n<th>\u5b9e\u65bd\u590d\u6742\u6027<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"139-143\">\n<tr data-source-line=\"139-139\">\n<td>\u865a\u8363\u7f51\u5740<\/td>\n<td>\u4e3a\u79bb\u7ebf\u6750\u6599\u521b\u5efa\u72ec\u7279\u3001\u4ee4\u4eba\u96be\u5fd8\u7684 URL\uff0c\u5e76\u91cd\u5b9a\u5411\u5230\u53ef\u8ddf\u8e2a\u7684\u767b\u5f55\u9875\u9762<\/td>\n<td>\u5370\u5237\u3001\u6237\u5916\u3001\u5e7f\u64ad<\/td>\n<td>\u4f4e\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"140-140\">\n<td>\u4e8c\u7ef4\u7801<\/td>\n<td>\u5c06\u53ef\u626b\u63cf\u7684\u4ee3\u7801\u653e\u7f6e\u5728\u94fe\u63a5\u5230\u6570\u5b57\u4f53\u9a8c\u7684\u7269\u7406\u6750\u6599\u4e0a<\/td>\n<td>\u5370\u5237\u3001\u5305\u88c5\u3001\u5e97\u5185\u5c55\u793a<\/td>\n<td>\u4f4e\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"141-141\">\n<td>\u66b4\u9732\u540e\u8c03\u67e5<\/td>\n<td>\u8be2\u95ee\u5ba2\u6237\u5728\u5728\u7ebf\u8f6c\u6362\u8fc7\u7a0b\u4e2d\u662f\u5982\u4f55\u4e86\u89e3\u5230\u60a8\u7684<\/td>\n<td>\u6240\u6709\u7ebf\u4e0b\u6e20\u9053<\/td>\n<td>\u4f4e\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"142-142\">\n<td>\u5a92\u4f53\u66dd\u5149\u6a21\u578b<\/td>\n<td>\u5c06\u7ebf\u4e0b\u5a92\u4f53\u66dd\u5149\u4e0e\u7ebf\u4e0a\u6d41\u91cf\u6a21\u5f0f\u5173\u8054\u8d77\u6765<\/td>\n<td>\u5e7f\u64ad\u3001\u6237\u5916<\/td>\n<td>\u9ad8\u7684<\/td>\n<\/tr>\n<tr data-source-line=\"143-143\">\n<td>\u4f4d\u7f6e\u5206\u6790<\/td>\n<td>\u8ddf\u8e2a\u9760\u8fd1\u5b9e\u4f53\u5e7f\u544a\u5e76\u968f\u540e\u8bbf\u95ee\u5728\u7ebf\u5e7f\u544a\u7684\u7528\u6237<\/td>\n<td>\u6237\u5916\u3001\u96f6\u552e\u3001\u6d3b\u52a8<\/td>\n<td>\u9ad8\u7684<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u5728\u5b9e\u65bd\u8fd9\u4e9b\u7b56\u7565\u65f6\uff0c\u91cd\u8981\u7684\u662f\u8981\u8003\u8651\u5b83\u4eec\u5982\u4f55\u9002\u5e94\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e8%b7%a8%e6%b8%a0%e9%81%93%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%89%93%e7%a0%b4%e6%95%b0%e6%8d%ae%e5%ad%a4%e5%b2%9b\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u8de8\u6e20\u9053\u5f52\u56e0\u6846\u67b6<\/a>\u00a0\u6253\u7834\u56e2\u961f\u548c\u7cfb\u7edf\u4e4b\u95f4\u7684\u6570\u636e\u5b64\u5c9b\u3002\n<h4 id=\"case-example%3A-retail-brand's-offline-to-online-tracking\" tabindex=\"-1\" data-source-line=\"147-147\"><span class=\"ez-toc-section\" id=\"Case_Example_Retail_Brands_Offline-to-Online_Tracking\"><\/span>\u6848\u4f8b\uff1a\u96f6\u552e\u54c1\u724c\u7684\u7ebf\u4e0b\u5230\u7ebf\u4e0a\u8ffd\u8e2a<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u5168\u56fd\u6027\u670d\u88c5\u96f6\u552e\u5546\u5b9e\u65bd\u4e86\u5168\u9762\u8ddf\u8e2a\uff0c\u4ee5\u4e86\u89e3\u5176\u4f20\u7edf\u8425\u9500\u5982\u4f55\u63a8\u52a8\u5728\u7ebf\u4e92\u52a8\uff1a\n<ol data-source-line=\"151-155\">\n<li data-source-line=\"151-151\">\u5728\u6240\u6709\u5370\u5237\u6750\u6599\u4e0a\u90e8\u7f72\u72ec\u7279\u7684\u4e8c\u7ef4\u7801\u548c\u7f29\u77ed\u7684 URL<\/li>\n<li data-source-line=\"152-152\">\u521b\u5efa\u65f6\u95f4\u5206\u6790\uff0c\u6bd4\u8f83\u7535\u89c6\u5e7f\u544a\u64ad\u51fa\u4e0e\u7f51\u7ad9\u6d41\u91cf\u5cf0\u503c<\/li>\n<li data-source-line=\"153-153\">\u5b9e\u65bd\u8d2d\u4e70\u540e\u8c03\u67e5\uff0c\u8be2\u95ee\u8425\u9500\u66dd\u5149\u60c5\u51b5<\/li>\n<li data-source-line=\"154-155\">\u4f7f\u7528\u4f4d\u7f6e\u6570\u636e\u5c06\u5e7f\u544a\u724c\u66dd\u5149\u4e0e\u540e\u7eed\u5728\u7ebf\u884c\u4e3a\u8054\u7cfb\u8d77\u6765<\/li>\n<\/ol>\n\u8fd9\u4e9b\u65b9\u6cd5\u8868\u660e\uff1a\n<ul data-source-line=\"157-161\">\n<li data-source-line=\"157-157\">\u76f4\u90ae\uff0c\u4ee5\u524d\u88ab\u8ba4\u4e3a\u4e3b\u8981\u662f\u7ebf\u4e0b\u9a71\u52a8\u529b\uff0c\u542f\u52a8\u4e86 32% \u7684\u7ebf\u4e0a\u4ea4\u6613<\/li>\n<li data-source-line=\"158-158\">\u7535\u89c6\u5e7f\u544a\u6d3b\u52a8\u4ea7\u751f\u7684\u7f51\u7ad9\u6d41\u91cf\u6bd4\u4e4b\u524d\u589e\u52a0\u4e86 2.7 \u500d<\/li>\n<li data-source-line=\"159-159\">\u5546\u5e97\u5458\u5de5\u5728\u7ed3\u8d26\u65f6\u63d0\u53ca\u5728\u7ebf\u5546\u5e97\uff0c\u63a8\u52a8\u4e86 22% \u7684\u65b0\u5e94\u7528\u4e0b\u8f7d\u91cf<\/li>\n<li data-source-line=\"160-161\">\u8d2d\u7269\u4e2d\u5fc3\u9644\u8fd1\u7684\u5e7f\u544a\u724c\u6bd4\u5176\u4ed6\u4f4d\u7f6e\u7684\u5e7f\u544a\u724c\u5e26\u6765\u7684\u5728\u7ebf\u8f6c\u5316\u7387\u9ad8\u51fa 41%<\/li>\n<\/ul>\n\u901a\u8fc7\u4e86\u89e3\u8fd9\u4e9b\u8054\u7cfb\uff0c\u96f6\u552e\u5546\u540c\u65f6\u4f18\u5316\u4e86\u4f20\u7edf\u8425\u9500\u548c\u6570\u5b57\u8425\u9500\uff0c\u4ece\u800c\u4f7f\u5168\u6e20\u9053\u5ba2\u6237\u4ef7\u503c\u63d0\u9ad8\u4e86 24%\u3002\n<h3 id=\"3.-unifying-customer-identity-across-channels\" tabindex=\"-1\" data-source-line=\"164-164\"><span class=\"ez-toc-section\" id=\"3_Unifying_Customer_Identity_Across_Channels\"><\/span>3. \u8de8\u6e20\u9053\u7edf\u4e00\u5ba2\u6237\u8eab\u4efd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8fde\u63a5\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6d4b\u91cf\u9700\u8981\u8de8\u63a5\u89e6\u70b9\u7684\u7edf\u4e00\u5ba2\u6237\u8eab\u4efd\u89c6\u56fe\u3002\n<h4 id=\"identity-resolution-approaches\" tabindex=\"-1\" data-source-line=\"168-168\"><span class=\"ez-toc-section\" id=\"Identity_Resolution_Approaches\"><\/span>\u8eab\u4efd\u89e3\u6790\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u6709\u51e0\u79cd\u7b56\u7565\u6709\u52a9\u4e8e\u521b\u5efa\u4e92\u8054\u7684\u5ba2\u6237\u89c6\u56fe\uff1a\n<ul data-source-line=\"172-177\">\n<li data-source-line=\"172-172\"><strong>\u5fe0\u8bda\u5ea6\u8ba1\u5212<\/strong>\uff1a\u9f13\u52b1\u8de8\u6e20\u9053\u8bc6\u522b<\/li>\n<li data-source-line=\"173-173\"><strong>\u8d26\u6237\u521b\u5efa\u5956\u52b1<\/strong>\uff1a\u9f13\u52b1\u987e\u5ba2\u521b\u5efa\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u8d26\u6237<\/li>\n<li data-source-line=\"174-174\"><strong>\u5728\u9500\u552e\u70b9\u6536\u96c6\u7535\u5b50\u90ae\u4ef6<\/strong>\uff1a\u5c06\u7ebf\u4e0b\u8d2d\u4e70\u4e0e\u7ebf\u4e0a\u8d44\u6599\u8fde\u63a5\u8d77\u6765<\/li>\n<li data-source-line=\"175-175\"><strong>\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\u91c7\u7528<\/strong>\uff1a\u4f7f\u7528\u5e94\u7528\u7a0b\u5e8f\u4f5c\u4e3a\u8de8\u6e20\u9053\u8fde\u63a5\u5668<\/li>\n<li data-source-line=\"176-177\"><strong>\u5ba2\u6237\u6570\u636e\u5e73\u53f0<\/strong>\uff1a\u5b9e\u65bd\u4e13\u95e8\u4e3a\u8eab\u4efd\u8bc6\u522b\u800c\u8bbe\u8ba1\u7684\u6280\u672f<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-2\" tabindex=\"-1\" data-source-line=\"178-178\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-3\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"180-186\">\n<thead data-source-line=\"180-180\">\n<tr data-source-line=\"180-180\">\n<th>\u8eab\u4efd\u65b9\u6cd5<\/th>\n<th>\u5de5\u4f5c\u539f\u7406<\/th>\n<th>\u597d\u5904<\/th>\n<th>\u6311\u6218<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"182-186\">\n<tr data-source-line=\"182-182\">\n<td>\u7edf\u4e00\u5fe0\u8bda\u5ea6\u8ba1\u5212<\/td>\n<td>\u5355\u4e00\u7a0b\u5e8f\u53ef\u8de8\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u8fd0\u884c<\/td>\n<td>\u9ad8\u8bc6\u522b\u7387\uff1b\u5ba2\u6237\u4ef7\u503c\u4e3b\u5f20<\/td>\n<td>\u5b9e\u65bd\u590d\u6742\u6027\uff1b\u96c6\u6210\u8981\u6c42<\/td>\n<\/tr>\n<tr data-source-line=\"183-183\">\n<td>\u7535\u5b50\u90ae\u4ef6\u5339\u914d<\/td>\n<td>\u901a\u8fc7\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6536\u96c6\u7684\u7535\u5b50\u90ae\u4ef6\u5730\u5740\u8fde\u63a5\u4ea4\u6613<\/td>\n<td>\u76f8\u5bf9\u7b80\u5355\uff1b\u51c6\u786e\u7387\u9ad8<\/td>\n<td>\u8986\u76d6\u8303\u56f4\u6709\u9650\uff1b\u9690\u79c1\u8003\u8651<\/td>\n<\/tr>\n<tr data-source-line=\"184-184\">\n<td>\u7535\u8bdd\u53f7\u7801\u94fe\u63a5<\/td>\n<td>\u4f7f\u7528\u7535\u8bdd\u53f7\u7801\u4f5c\u4e3a\u8de8\u6e20\u9053\u6807\u8bc6\u7b26<\/td>\n<td>\u8986\u76d6\u7387\u597d\uff1b\u6807\u8bc6\u7b26\u76f8\u5bf9\u7a33\u5b9a<\/td>\n<td>\u9690\u79c1\u95ee\u9898\uff1b\u6570\u5b57\u968f\u65f6\u95f4\u53d8\u5316<\/td>\n<\/tr>\n<tr data-source-line=\"185-185\">\n<td>\u767b\u5f55\u5956\u52b1<\/td>\n<td>\u4e3a\u5ba2\u6237\u8de8\u6e20\u9053\u767b\u5f55\u521b\u9020\u4ee4\u4eba\u4fe1\u670d\u7684\u7406\u7531<\/td>\n<td>\u9ad8\u8d28\u91cf\u8ba4\u8bc1\u6570\u636e<\/td>\n<td>\u9700\u8981\u6709\u4ef7\u503c\u7684\u6fc0\u52b1\uff1b\u4f53\u9a8c\u8bbe\u8ba1\u6311\u6218<\/td>\n<\/tr>\n<tr data-source-line=\"186-186\">\n<td>\u6982\u7387\u5339\u914d<\/td>\n<td>\u4f7f\u7528\u7edf\u8ba1\u65b9\u6cd5\u8fde\u63a5\u53ef\u80fd\u76f8\u5173\u7684\u6807\u8bc6\u7b26<\/td>\n<td>\u6269\u5c55\u8303\u56f4\u8d85\u8d8a\u7ecf\u8fc7\u8eab\u4efd\u9a8c\u8bc1\u7684\u7528\u6237<\/td>\n<td>\u4e0d\u592a\u7cbe\u786e\uff1b\u9690\u79c1\u8003\u8651<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u5bf9\u4e8e B2B \u7ec4\u7ec7\u800c\u8a00\uff0c\u7531\u4e8e\u91c7\u8d2d\u51b3\u7b56\u6d89\u53ca\u591a\u65b9\u5229\u76ca\u76f8\u5173\u8005\uff0c\u8eab\u4efd\u8bc6\u522b\u5c24\u4e3a\u56f0\u96be\u3002\u672c\u6587\u6982\u8ff0\u7684\u65b9\u6cd5\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B \u8425\u9500\u5f52\u56e0<\/a>\u00a0\u9488\u5bf9\u6b64\u60c5\u51b5\u63d0\u4f9b\u4e13\u95e8\u7684\u7b56\u7565\u3002\n<h4 id=\"case-example%3A-hotel-chain's-identity-unification\" tabindex=\"-1\" data-source-line=\"190-190\"><span class=\"ez-toc-section\" id=\"Case_Example_Hotel_Chains_Identity_Unification\"><\/span>\u6848\u4f8b\uff1a\u8fde\u9501\u9152\u5e97\u7684\u8eab\u4efd\u7edf\u4e00<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u4e2d\u578b\u8fde\u9501\u9152\u5e97\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u8eab\u4efd\u8bc6\u522b\u7b56\u7565\uff1a\n<ol data-source-line=\"194-198\">\n<li data-source-line=\"194-194\">\u6539\u8fdb\u4e86\u5fe0\u8bda\u5ea6\u8ba1\u5212\uff0c\u4f7f\u5176\u80fd\u591f\u8de8\u9884\u8ba2\u6e20\u9053\u65e0\u7f1d\u8854\u63a5<\/li>\n<li data-source-line=\"195-195\">\u4e3a\u5e10\u6237\u521b\u5efa\u548c\u8eab\u4efd\u9a8c\u8bc1\u521b\u9020\u4e86\u5f15\u4eba\u6ce8\u76ee\u7684\u4f18\u52bf<\/li>\n<li data-source-line=\"196-196\">\u5b9e\u65bd\u5ba2\u6237\u6570\u636e\u5e73\u53f0\uff0c\u7edf\u4e00\u5404\u4e2a\u63a5\u89e6\u70b9\u7684\u8d44\u6599<\/li>\n<li data-source-line=\"197-198\">\u57f9\u8bad\u524d\u53f0\u5de5\u4f5c\u4eba\u5458\u5728\u529e\u7406\u5165\u4f4f\u65f6\u6536\u96c6\u7535\u5b50\u90ae\u4ef6\u5730\u5740<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u5b9e\u73b0\u4e86\uff1a\n<ul data-source-line=\"200-204\">\n<li data-source-line=\"200-200\">\u901a\u8fc7\u6570\u5b57\u548c\u5b9e\u4f53\u4e92\u52a8\u8bc6\u522b\u7684\u5ba2\u4eba\u6570\u91cf\u4e3a 73%\uff08\u9ad8\u4e8e 31%\uff09<\/li>\n<li data-source-line=\"201-201\">\u80fd\u591f\u5c06\u5165\u4f4f\u524d\u7684\u5728\u7ebf\u7814\u7a76\u4e0e 65% \u7684\u5165\u4f4f\u4f53\u9a8c\u8054\u7cfb\u8d77\u6765<\/li>\n<li data-source-line=\"202-202\">\u7ebf\u4e0a\u7ebf\u4e0b\u7edf\u4e00\u7684\u5ba2\u6237\u504f\u597d\u89c6\u56fe<\/li>\n<li data-source-line=\"203-204\">28% \u57fa\u4e8e\u5168\u9762\u5ba2\u6237\u8d44\u6599\u7684\u66f4\u6709\u6548\u4e2a\u6027\u5316<\/li>\n<\/ul>\n\u589e\u5f3a\u7684\u8eab\u4efd\u8bc6\u522b\u529f\u80fd\u4f7f\u8be5\u8fde\u9501\u5e97\u80fd\u591f\u8de8\u6e20\u9053\u4f18\u5316\u8425\u9500\u7ec4\u5408\uff0c\u4ece\u800c\u4f7f\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u63d0\u9ad8 22%\uff0c\u8425\u9500\u6548\u7387\u63d0\u9ad8 17%\u3002\n<h3 id=\"4.-implementing-unified-measurement-models\" tabindex=\"-1\" data-source-line=\"207-207\"><span class=\"ez-toc-section\" id=\"4_Implementing_Unified_Measurement_Models\"><\/span>4. \u5b9e\u65bd\u7edf\u4e00\u6d4b\u91cf\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u968f\u7740\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u4e4b\u95f4\u8fde\u63a5\u70b9\u7684\u5efa\u7acb\uff0c\u7ec4\u7ec7\u9700\u8981\u878d\u5408\u4e24\u4e2a\u4e16\u754c\u7684\u6d4b\u91cf\u65b9\u6cd5\u3002\n<h4 id=\"unified-modeling-approaches\" tabindex=\"-1\" data-source-line=\"211-211\"><span class=\"ez-toc-section\" id=\"Unified_Modeling_Approaches\"><\/span>\u7edf\u4e00\u5efa\u6a21\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u6709\u51e0\u79cd\u65b9\u6cd5\u6709\u52a9\u4e8e\u521b\u5efa\u5168\u9762\u7684\u8de8\u6e20\u9053\u5f52\u56e0\uff1a\n<ul data-source-line=\"215-220\">\n<li data-source-line=\"215-215\"><strong>\u6df7\u5408\u5f52\u56e0\u6a21\u578b<\/strong>\uff1a\u5c06\u63a5\u89e6\u70b9\u7ea7\u6570\u5b57\u5f52\u56e0\u4e0e\u4f20\u7edf\u5a92\u4f53\u7efc\u5408\u6d4b\u91cf\u76f8\u7ed3\u5408<\/li>\n<li data-source-line=\"216-216\"><strong>\u7edf\u4e00\u7684\u5ba2\u6237\u65c5\u7a0b\u5206\u6790<\/strong>\uff1a\u5206\u6790\u5305\u62ec\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u63a5\u89e6\u70b9\u7684\u8def\u5f84<\/li>\n<li data-source-line=\"217-217\"><strong>\u7b97\u6cd5\u5f52\u56e0<\/strong>\uff1a\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u5728\u6240\u6709\u6e20\u9053\u4e0a\u5206\u914d\u4fe1\u7528<\/li>\n<li data-source-line=\"218-218\"><strong>\u589e\u91cf\u6d4b\u8bd5<\/strong>\uff1a\u901a\u8fc7\u8de8\u6e20\u9053\u7c7b\u578b\u7684\u53d7\u63a7\u5b9e\u9a8c\u6d4b\u91cf\u63d0\u5347<\/li>\n<li data-source-line=\"219-220\"><strong>\u8425\u9500\u7ec4\u5408\u6a21\u578b\u7684\u6f14\u53d8<\/strong>\uff1a\u5229\u7528\u6570\u5b57\u89e6\u70b9\u6570\u636e\u589e\u5f3a\u4f20\u7edf MMM<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-3\" tabindex=\"-1\" data-source-line=\"221-221\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-4\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"223-229\">\n<thead data-source-line=\"223-223\">\n<tr data-source-line=\"223-223\">\n<th>\u5efa\u6a21\u65b9\u6cd5<\/th>\n<th>\u4e3b\u8981\u7279\u70b9<\/th>\n<th>\u6700\u9002\u5408<\/th>\n<th>\u6ce8\u610f\u4e8b\u9879<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"225-229\">\n<tr data-source-line=\"225-225\">\n<td>\u6df7\u5408\u5f52\u56e0<\/td>\n<td>\u5c06\u6570\u5b57\u5a92\u4f53\u7684 MTA \u4e0e\u4f20\u7edf\u5a92\u4f53\u7684 MMM \u76f8\u7ed3\u5408<\/td>\n<td>\u5728\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u90fd\u6295\u5165\u5927\u91cf\u8d44\u91d1\u7684\u7ec4\u7ec7<\/td>\n<td>\u6280\u672f\u590d\u6742\u6027\uff1b\u9700\u8981\u7edf\u8ba1\u4e13\u4e1a\u77e5\u8bc6<\/td>\n<\/tr>\n<tr data-source-line=\"226-226\">\n<td>\u9ad8\u7ea7\u591a\u70b9\u89e6\u63a7\u5f52\u56e0<\/td>\n<td>\u589e\u5f3a\u578b MTA\uff0c\u5305\u542b\u79bb\u7ebf\u63a5\u89e6\u70b9<\/td>\n<td>\u62e5\u6709\u4e00\u4e9b\u4f20\u7edf\u6e20\u9053\u7684\u6570\u5b57\u4f18\u5148\u7ec4\u7ec7<\/td>\n<td>\u9700\u8981\u5f3a\u5927\u7684\u8eab\u4efd\u8bc6\u522b\u80fd\u529b\uff1b\u7f51\u7edc\u504f\u89c1<\/td>\n<\/tr>\n<tr data-source-line=\"227-227\">\n<td>\u73b0\u4ee3\u8425\u9500\u7ec4\u5408\u6a21\u578b<\/td>\n<td>MMM \u589e\u5f3a\u4e86\u6570\u5b57\u7c92\u5ea6<\/td>\n<td>\u4ee5\u4f20\u7edf\u4e1a\u52a1\u4e3a\u4e3b\u7684\u7ec4\u7ec7\u6b63\u5728\u62d3\u5c55\u6570\u5b57\u5316<\/td>\n<td>\u7c92\u5ea6\u4e0d\u5982 MTA\uff1b\u9700\u8981\u5386\u53f2\u6570\u636e<\/td>\n<\/tr>\n<tr data-source-line=\"228-228\">\n<td>\u7edf\u4e00\u5ba2\u6237\u65c5\u7a0b\u5206\u6790<\/td>\n<td>\u5173\u6ce8\u5305\u62ec\u6240\u6709\u63a5\u89e6\u70b9\u7684\u8def\u5f84\u548c\u5e8f\u5217<\/td>\n<td>\u4ee5\u5ba2\u6237\u4f53\u9a8c\u4e3a\u4e2d\u5fc3\u7684\u7ec4\u7ec7<\/td>\n<td>\u9700\u8981\u5168\u9762\u7684\u65c5\u7a0b\u6570\u636e\uff1b\u5b9e\u65bd\u590d\u6742<\/td>\n<\/tr>\n<tr data-source-line=\"229-229\">\n<td>\u5b9e\u9a8c\u6846\u67b6<\/td>\n<td>\u901a\u8fc7\u63a7\u5236\u5b9e\u9a8c\u6d4b\u8bd5\u6e20\u9053\u5f71\u54cd<\/td>\n<td>\u5177\u6709\u8db3\u591f\u89c4\u6a21\u8fdb\u884c\u6709\u6548\u6d4b\u8bd5\u7684\u7ec4\u7ec7<\/td>\n<td>\u8d44\u6e90\u5bc6\u96c6\u578b\uff1b\u6d4b\u8bd5\u8bbe\u8ba1\u590d\u6742\u6027<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u968f\u7740\u9690\u79c1\u6cd5\u89c4\u548c Cookie \u5f03\u7528\uff0c\u6d4b\u91cf\u683c\u5c40\u4e5f\u968f\u4e4b\u53d1\u751f\u53d8\u5316\uff0c\u8fd9\u4e9b\u7edf\u4e00\u7684\u65b9\u6cd5\u4e0e\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u540e Cookie \u65f6\u4ee3\u7684\u8425\u9500\u5f52\u56e0\u7b56\u7565<\/a>.\n<h4 id=\"case-example%3A-financial-services-firm's-unified-measurement\" tabindex=\"-1\" data-source-line=\"237-237\"><span class=\"ez-toc-section\" id=\"Case_Example_Financial_Services_Firms_Unified_Measurement\"><\/span>\u6848\u4f8b\uff1a\u91d1\u878d\u670d\u52a1\u516c\u53f8\u7684\u7edf\u4e00\u6d4b\u91cf<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u91d1\u878d\u670d\u52a1\u63d0\u4f9b\u5546\u5b9e\u65bd\u4e86\u5168\u9762\u7edf\u4e00\u7684\u6d4b\u91cf\u65b9\u6cd5\uff1a\n<ol data-source-line=\"241-245\">\n<li data-source-line=\"241-241\">\u521b\u5efa\u4e86\u5c06\u6570\u5b57\u63a5\u89e6\u70b9\u6570\u636e\u4e0e\u4f20\u7edf\u5a92\u4f53\u6d4b\u91cf\u76f8\u7ed3\u5408\u7684\u6df7\u5408\u5f52\u56e0\u6a21\u578b<\/li>\n<li data-source-line=\"242-242\">\u5b9e\u65bd\u53d7\u63a7\u5b9e\u9a8c\u6765\u9a8c\u8bc1\u5f52\u56e0\u6a21\u578b\u7684\u53d1\u73b0<\/li>\n<li data-source-line=\"243-243\">\u5f00\u53d1\u4e86\u7ed3\u5408\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u4e92\u52a8\u7684\u5ba2\u6237\u65c5\u7a0b\u5206\u6790<\/li>\n<li data-source-line=\"244-245\">\u6784\u5efa\u4eea\u8868\u677f\uff0c\u5c55\u793a\u5404\u6e20\u9053\u5982\u4f55\u76f8\u4e92\u5f71\u54cd\uff0c\u800c\u4e0d\u662f\u72ec\u7acb\u8fd0\u4f5c<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u63ed\u793a\u4e86\u51e0\u4e2a\u5173\u952e\u7684\u89c1\u89e3\uff1a\n<ul data-source-line=\"247-251\">\n<li data-source-line=\"247-247\">\u6570\u5b57\u5e7f\u544a\u5f71\u54cd\u4e86 43% \u7684\u5206\u884c\u65b0\u8d26\u6237<\/li>\n<li data-source-line=\"248-248\">\u76f4\u63a5\u90ae\u5bc4\uff0c\u52a0\u4e0a\u6709\u9488\u5bf9\u6027\u7684\u6570\u5b57\u5e7f\u544a\uff0c\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 3.2 \u500d<\/li>\n<li data-source-line=\"249-249\">\u6559\u80b2\u7f51\u7edc\u7814\u8ba8\u4f1a\u5e26\u6765\u7684\u5206\u884c\u8bbf\u95ee\u91cf\u6bd4\u4e4b\u524d\u4f30\u8ba1\u7684\u591a 28%<\/li>\n<li data-source-line=\"250-251\">\u5206\u652f\u673a\u6784\u7684\u4f4d\u7f6e\u5bf9\u5468\u8fb9\u5730\u533a\u7684\u6570\u5b57\u5e7f\u544a\u6548\u679c\u6709\u663e\u8457\u5f71\u54cd<\/li>\n<\/ul>\n\u901a\u8fc7\u4e86\u89e3\u8fd9\u4e9b\u8de8\u6e20\u9053\u5173\u7cfb\uff0c\u8be5\u516c\u53f8\u91cd\u65b0\u5206\u914d\u4e86\u4ed6\u4eec\u7684\u8425\u9500\u7ec4\u5408\uff0c\u5c06\u91cd\u70b9\u653e\u5728\u9ad8\u7ee9\u6548\u6e20\u9053\u7ec4\u5408\u4e0a\uff0c\u4ece\u800c\u4f7f\u65b0\u8d26\u6237\u83b7\u53d6\u7387\u63d0\u9ad8\u4e86 31%\uff0c\u5e76\u4e14\u6bcf\u6b21\u83b7\u53d6\u6210\u672c\u964d\u4f4e\u4e86 24%\u3002\n<h2 id=\"technical-implementation-for-online-offline-attribution\" tabindex=\"-1\" data-source-line=\"254-254\"><span class=\"ez-toc-section\" id=\"Technical_Implementation_for_Online-Offline_Attribution\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u6280\u672f\u5b9e\u73b0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5b9e\u65bd\u6709\u6548\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u9700\u8981\u7279\u5b9a\u7684\u6280\u672f\u65b9\u6cd5\u548c\u57fa\u7840\u8bbe\u65bd\u3002\n<h3 id=\"data-collection-infrastructure\" tabindex=\"-1\" data-source-line=\"258-258\"><span class=\"ez-toc-section\" id=\"Data_Collection_Infrastructure\"><\/span>\u6570\u636e\u6536\u96c6\u57fa\u7840\u8bbe\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8de8\u6e20\u9053\u5f52\u56e0\u7684\u57fa\u7840\u662f\u5f3a\u5927\u7684\u6570\u636e\u6536\u96c6\uff1a\n<h4 id=\"online-collection-mechanisms\" tabindex=\"-1\" data-source-line=\"262-262\"><span class=\"ez-toc-section\" id=\"Online_Collection_Mechanisms\"><\/span>\u5728\u7ebf\u6536\u96c6\u673a\u5236<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"264-269\">\n<li data-source-line=\"264-264\"><strong>\u7f51\u7ad9\u548c\u5e94\u7528\u7a0b\u5e8f\u8ddf\u8e2a<\/strong>\uff1a\u8d85\u8d8a\u57fa\u672c\u9875\u9762\u6d4f\u89c8\u91cf\u7684\u5168\u9762\u4e8b\u4ef6\u8ddf\u8e2a<\/li>\n<li data-source-line=\"265-265\"><strong>\u8425\u9500\u6d3b\u52a8\u6807\u8bb0<\/strong>\uff1a\u4e00\u81f4\u7684UTM\u53c2\u6570\u6216\u7b49\u6548\u8ddf\u8e2a<\/li>\n<li data-source-line=\"266-266\"><strong>CRM\u96c6\u6210<\/strong>\uff1a\u8de8\u8425\u9500\u548c\u9500\u552e\u7cfb\u7edf\u8fde\u63a5\u5ba2\u6237\u6570\u636e<\/li>\n<li data-source-line=\"267-267\"><strong>\u8f6c\u5316\u8ddf\u8e2a<\/strong>\uff1a\u6355\u6349\u5fae\u89c2\u548c\u5b8f\u89c2\u8f6c\u5316<\/li>\n<li data-source-line=\"268-269\"><strong>\u5ba2\u6237\u8bc6\u522b<\/strong>\uff1a\u8bc6\u522b\u56de\u8bbf\u7528\u6237\u7684\u65b9\u6cd5<\/li>\n<\/ul>\n<h4 id=\"offline-collection-mechanisms\" tabindex=\"-1\" data-source-line=\"270-270\"><span class=\"ez-toc-section\" id=\"Offline_Collection_Mechanisms\"><\/span>\u79bb\u7ebf\u6536\u96c6\u673a\u5236<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"272-277\">\n<li data-source-line=\"272-272\"><strong>POS\u7cfb\u7edf\u96c6\u6210<\/strong>\uff1a\u4f7f\u7528\u5ba2\u6237\u6807\u8bc6\u7b26\u6355\u83b7\u4ea4\u6613\u6570\u636e<\/li>\n<li data-source-line=\"273-273\"><strong>\u547c\u53eb\u8ddf\u8e2a\u7cfb\u7edf<\/strong>\uff1a\u8bb0\u5f55\u5e76\u5f52\u56e0\u7535\u8bdd\u5bf9\u8bdd<\/li>\n<li data-source-line=\"274-274\"><strong>\u5e97\u5185\u8ffd\u8e2a<\/strong>\uff1a\u5728\u9002\u5f53\u7684\u60c5\u51b5\u4e0b\u4f7f\u7528\u4fe1\u6807\u6216 WiFi \u8ddf\u8e2a\u7b49\u6280\u672f<\/li>\n<li data-source-line=\"275-275\"><strong>\u9500\u552e\u56e2\u961f\u6d3b\u52a8\u8bb0\u5f55<\/strong>\uff1a\u6301\u7eed\u8bb0\u5f55\u7ebf\u4e0b\u4e92\u52a8<\/li>\n<li data-source-line=\"276-277\"><strong>\u5ba2\u6237\u53cd\u9988\u6536\u96c6<\/strong>\uff1a\u7cfb\u7edf\u5730\u6536\u96c6\u5f52\u56e0\u4fe1\u606f<\/li>\n<\/ul>\n<h3 id=\"data-integration-approach\" tabindex=\"-1\" data-source-line=\"278-278\"><span class=\"ez-toc-section\" id=\"Data_Integration_Approach\"><\/span>\u6570\u636e\u96c6\u6210\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8fde\u63a5\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6570\u636e\u9700\u8981\u6df1\u601d\u719f\u8651\u7684\u6574\u5408\u7b56\u7565\uff1a\n<h4 id=\"technical-integration-methods\" tabindex=\"-1\" data-source-line=\"282-282\"><span class=\"ez-toc-section\" id=\"Technical_Integration_Methods\"><\/span>\u6280\u672f\u96c6\u6210\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"284-289\">\n<li data-source-line=\"284-284\"><strong>\u5ba2\u6237\u6570\u636e\u5e73\u53f0<\/strong>\uff1a\u4e13\u4e3a\u8de8\u6e20\u9053\u6570\u636e\u7edf\u4e00\u800c\u8bbe\u8ba1\u7684\u7cfb\u7edf<\/li>\n<li data-source-line=\"285-285\"><strong>\u6570\u636e\u4ed3\u5e93<\/strong>\uff1a\u6240\u6709\u8425\u9500\u548c\u9500\u552e\u6570\u636e\u7684\u96c6\u4e2d\u5b58\u50a8\u5e93<\/li>\n<li data-source-line=\"286-286\"><strong>\u8eab\u4efd\u89e3\u6790\u670d\u52a1<\/strong>\uff1a\u8fde\u63a5\u7528\u6237\u8eab\u4efd\u7684\u4e13\u7528\u5de5\u5177<\/li>\n<li data-source-line=\"287-287\"><strong>API \u8fde\u63a5<\/strong>\uff1a\u7cfb\u7edf\u95f4\u76f4\u63a5\u5171\u4eab\u6570\u636e<\/li>\n<li data-source-line=\"288-289\"><strong>ETL \u6d41\u7a0b<\/strong>\uff1a\u63d0\u53d6\u3001\u8f6c\u6362\u3001\u52a0\u8f7d\u6570\u636e\u89c4\u8303\u5316\u7684\u5de5\u4f5c\u6d41<\/li>\n<\/ul>\n<h4 id=\"key-integration-considerations\" tabindex=\"-1\" data-source-line=\"290-290\"><span class=\"ez-toc-section\" id=\"Key_Integration_Considerations\"><\/span>\u5173\u952e\u96c6\u6210\u8003\u8651\u56e0\u7d20<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"292-297\">\n<li data-source-line=\"292-292\"><strong>\u6570\u636e\u6807\u51c6\u5316<\/strong>\uff1a\u8de8\u6765\u6e90\u7684\u4e00\u81f4\u683c\u5f0f\u548c\u5b9a\u4e49<\/li>\n<li data-source-line=\"293-293\"><strong>\u8eab\u4efd\u89e3\u6790<\/strong>\uff1a\u8de8\u63a5\u89e6\u70b9\u8fde\u63a5\u540c\u4e00\u5ba2\u6237\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"294-294\"><strong>\u5f52\u56e0\u7a97\u53e3\u8bbe\u7f6e<\/strong>\uff1a\u8fde\u63a5\u4e92\u52a8\u7684\u9002\u5f53\u65f6\u95f4\u6846\u67b6<\/li>\n<li data-source-line=\"295-295\"><strong>\u9690\u79c1\u5408\u89c4\u6027<\/strong>\uff1a\u786e\u4fdd\u6240\u6709\u6570\u636e\u6536\u96c6\u548c\u8fde\u63a5\u5747\u7b26\u5408\u9690\u79c1\u8981\u6c42<\/li>\n<li data-source-line=\"296-297\"><strong>\u6570\u636e\u8d28\u91cf\u6d41\u7a0b<\/strong>\uff1a\u53ef\u9760\u6d4b\u91cf\u7684\u9a8c\u8bc1\u548c\u6e05\u6d01\u7a0b\u5e8f<\/li>\n<\/ul>\n<h3 id=\"analysis-and-reporting\" tabindex=\"-1\" data-source-line=\"298-298\"><span class=\"ez-toc-section\" id=\"Analysis_and_Reporting\"><\/span>\u5206\u6790\u548c\u62a5\u544a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u4e00\u65e6\u6536\u96c6\u5e76\u6574\u5408\u4e86\u6570\u636e\uff0c\u6709\u6548\u7684\u5206\u6790\u548c\u62a5\u544a\u5c31\u81f3\u5173\u91cd\u8981\uff1a\n<h4 id=\"analysis-approaches\" tabindex=\"-1\" data-source-line=\"302-302\"><span class=\"ez-toc-section\" id=\"Analysis_Approaches\"><\/span>\u5206\u6790\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"304-309\">\n<li data-source-line=\"304-304\"><strong>\u5ba2\u6237\u65c5\u7a0b\u56fe<\/strong>\uff1a\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u8def\u5f84\u53ef\u89c6\u5316<\/li>\n<li data-source-line=\"305-305\"><strong>\u5f52\u56e0\u6a21\u578b<\/strong>\uff1a\u5c06\u9002\u5f53\u7684\u6a21\u578b\u5e94\u7528\u4e8e\u4e92\u8054\u65c5\u7a0b\u6570\u636e<\/li>\n<li data-source-line=\"306-306\"><strong>\u7ec6\u5206\u7ea7\u522b\u5206\u6790<\/strong>\uff1a\u7814\u7a76\u4e0d\u540c\u5ba2\u6237\u7fa4\u4f53\u7684\u884c\u4e3a\u6a21\u5f0f<\/li>\n<li data-source-line=\"307-307\"><strong>\u589e\u91cf\u6d4b\u91cf<\/strong>\uff1a\u6d4b\u8bd5\u4ee5\u9a8c\u8bc1\u5f52\u56e0\u7ed3\u679c<\/li>\n<li data-source-line=\"308-309\"><strong>\u60c5\u666f\u89c4\u5212<\/strong>\uff1a\u5229\u7528\u5f52\u56e0\u6d1e\u5bdf\u8fdb\u884c\u672a\u6765\u4f18\u5316<\/li>\n<\/ul>\n<h4 id=\"reporting-framework\" tabindex=\"-1\" data-source-line=\"310-310\"><span class=\"ez-toc-section\" id=\"Reporting_Framework\"><\/span>\u62a5\u544a\u6846\u67b6<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"312-317\">\n<li data-source-line=\"312-312\"><strong>\u7edf\u4e00\u4eea\u8868\u677f<\/strong>\uff1a\u6574\u5408\u5728\u7ebf\u548c\u79bb\u7ebf\u6570\u636e\u7684\u5355\u4e00\u89c6\u56fe<\/li>\n<li data-source-line=\"313-313\"><strong>\u6e20\u9053\u5f71\u54cd\u529b\u62a5\u544a<\/strong>\uff1a\u5c55\u793a\u6e20\u9053\u5982\u4f55\u76f8\u4e92\u5f71\u54cd<\/li>\n<li data-source-line=\"314-314\"><strong>\u8de8\u6e20\u9053\u8f6c\u5316\u8def\u5f84<\/strong>\uff1a\u5e38\u89c1\u5ba2\u6237\u65c5\u7a0b\u7684\u53ef\u89c6\u5316<\/li>\n<li data-source-line=\"315-315\"><strong>\u6295\u8d44\u56de\u62a5\u7387\u8ba1\u7b97<\/strong>\uff1a\u6db5\u76d6\u6240\u6709\u63a5\u89e6\u70b9\u7684\u7efc\u5408\u56de\u62a5\u6307\u6807<\/li>\n<li data-source-line=\"316-317\"><strong>\u4f18\u5316\u5efa\u8bae<\/strong>\uff1a\u4ece\u5f52\u56e0\u7814\u7a76\u7ed3\u679c\u4e2d\u5f97\u51fa\u7684\u884c\u52a8\u5bfc\u5411\u89c1\u89e3<\/li>\n<\/ul>\n<h2 id=\"organizational-strategies-for-online-offline-attribution\" tabindex=\"-1\" data-source-line=\"318-318\"><span class=\"ez-toc-section\" id=\"Organizational_Strategies_for_Online-Offline_Attribution\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u7ec4\u7ec7\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5355\u9760\u6280\u672f\u5b9e\u65bd\u662f\u4e0d\u591f\u7684\uff0c\u7ec4\u7ec7\u534f\u8c03\u5bf9\u4e8e\u6210\u529f\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u540c\u6837\u91cd\u8981\u3002\n<h3 id=\"breaking-down-organizational-silos\" tabindex=\"-1\" data-source-line=\"322-322\"><span class=\"ez-toc-section\" id=\"Breaking_Down_Organizational_Silos\"><\/span>\u6253\u7834\u7ec4\u7ec7\u5b64\u5c9b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8de8\u6e20\u9053\u5f52\u56e0\u9700\u8981\u6253\u7834\u4f20\u7edf\u7684\u56e2\u961f\u7ed3\u6784\uff1a\n<ul data-source-line=\"326-331\">\n<li data-source-line=\"326-326\"><strong>\u6574\u5408\u8425\u9500\u56e2\u961f<\/strong>\uff1a\u56f4\u7ed5\u5ba2\u6237\u7ec6\u5206\u6216\u65c5\u7a0b\u800c\u975e\u6e20\u9053\u8fdb\u884c\u7ec4\u7ec7<\/li>\n<li data-source-line=\"327-327\"><strong>\u7edf\u4e00\u76ee\u6807\u548cKPI<\/strong>\uff1a\u521b\u5efa\u6db5\u76d6\u7ebf\u4e0a\u7ebf\u4e0b\u6d3b\u52a8\u7684\u5171\u4eab\u6307\u6807<\/li>\n<li data-source-line=\"328-328\"><strong>\u534f\u4f5c\u89c4\u5212\u6d41\u7a0b<\/strong>\uff1a\u5236\u5b9a\u6d3b\u52a8\u65f6\u8003\u8651\u8de8\u6e20\u9053\u8861\u91cf<\/li>\n<li data-source-line=\"329-329\"><strong>\u8054\u5408\u4f18\u5316\u4f1a\u8bae<\/strong>\uff1a\u5ba1\u67e5\u4f20\u7edf\u6e20\u9053\u90e8\u95e8\u7684\u5f52\u56e0\u6d1e\u5bdf<\/li>\n<li data-source-line=\"330-331\"><strong>\u9ad8\u7ba1\u534f\u8c03<\/strong>\uff1a\u786e\u4fdd\u9886\u5bfc\u5c42\u652f\u6301\u7efc\u5408\u6d4b\u91cf\u65b9\u6cd5<\/li>\n<\/ul>\n<h3 id=\"skill-development-and-training\" tabindex=\"-1\" data-source-line=\"332-332\"><span class=\"ez-toc-section\" id=\"Skill_Development_and_Training\"><\/span>\u6280\u80fd\u53d1\u5c55\u4e0e\u57f9\u8bad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6709\u6548\u7684\u8de8\u6e20\u9053\u5f52\u56e0\u9700\u8981\u65b0\u7684\u80fd\u529b\uff1a\n<ul data-source-line=\"336-341\">\n<li data-source-line=\"336-336\"><strong>\u5f52\u56e0\u65b9\u6cd5\u57f9\u8bad<\/strong>\uff1a\u6559\u80b2\u56e2\u961f\u5982\u4f55\u96c6\u6210\u6a21\u578b\u5de5\u4f5c<\/li>\n<li data-source-line=\"337-337\"><strong>\u6570\u636e\u7d20\u517b\u53d1\u5c55<\/strong>\uff1a\u57f9\u517b\u89e3\u8bfb\u590d\u6742\u5f52\u56e0\u6d1e\u5bdf\u7684\u6280\u80fd<\/li>\n<li data-source-line=\"338-338\"><strong>\u6280\u672f\u6280\u80fd\u63d0\u5347<\/strong>\uff1a\u8de8\u6e20\u9053\u6d4b\u91cf\u5de5\u5177\u548c\u5e73\u53f0\u57f9\u8bad<\/li>\n<li data-source-line=\"339-339\"><strong>\u6d4b\u8bd5\u8bbe\u8ba1\u6559\u80b2<\/strong>\uff1a\u6559\u5bfc\u56e2\u961f\u5982\u4f55\u901a\u8fc7\u5b9e\u9a8c\u9a8c\u8bc1\u5f52\u56e0<\/li>\n<li data-source-line=\"340-341\"><strong>\u53d8\u66f4\u7ba1\u7406<\/strong>\uff1a\u5e2e\u52a9\u56e2\u961f\u505a\u597d\u8bc4\u4f30\u7ee9\u6548\u7684\u65b0\u65b9\u6cd5\u7684\u51c6\u5907<\/li>\n<\/ul>\n<h3 id=\"governance-and-process-integration\" tabindex=\"-1\" data-source-line=\"342-342\"><span class=\"ez-toc-section\" id=\"Governance_and_Process_Integration\"><\/span>\u6cbb\u7406\u4e0e\u6d41\u7a0b\u6574\u5408<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u53ef\u6301\u7eed\u5f52\u56e0\u9700\u8981\u6b63\u5f0f\u7684\u7ed3\u6784\u548c\u6d41\u7a0b\uff1a\n<ul data-source-line=\"346-351\">\n<li data-source-line=\"346-346\"><strong>\u5f52\u56e0\u6cbb\u7406\u59d4\u5458\u4f1a<\/strong>\uff1a\u8de8\u804c\u80fd\u56e2\u961f\u76d1\u7763\u6d4b\u91cf\u65b9\u6cd5<\/li>\n<li data-source-line=\"347-347\"><strong>\u6807\u51c6\u5316\u5b9a\u4e49<\/strong>\uff1a\u5546\u5b9a\u7684\u6307\u6807\u548c\u6210\u529f\u8861\u91cf\u6807\u51c6<\/li>\n<li data-source-line=\"348-348\"><strong>\u51b3\u7b56\u6846\u67b6<\/strong>\uff1a\u6839\u636e\u5f52\u56e0\u6d1e\u5bdf\u91c7\u53d6\u884c\u52a8\u7684\u6d41\u7a0b<\/li>\n<li data-source-line=\"349-349\"><strong>\u5b9a\u671f\u5ba1\u67e5\u8282\u594f<\/strong>\uff1a\u5b9a\u671f\u8bc4\u4f30\u5f52\u56e0\u6709\u6548\u6027<\/li>\n<li data-source-line=\"350-351\"><strong>\u6301\u7eed\u6539\u8fdb\u6d41\u7a0b<\/strong>\uff1a\u5f52\u56e0\u65b9\u6cd5\u7684\u6301\u7eed\u6539\u8fdb<\/li>\n<\/ul>\n<h2 id=\"case-study%3A-retailer's-online-offline-attribution-transformation\" tabindex=\"-1\" data-source-line=\"352-352\"><span class=\"ez-toc-section\" id=\"Case_Study_Retailers_Online-Offline_Attribution_Transformation\"><\/span>\u6848\u4f8b\u7814\u7a76\uff1a\u96f6\u552e\u5546\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u8f6c\u578b<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u4e00\u5bb6\u5e74\u6536\u5165\u8fbe$5\u4ebf\u7684\u591a\u6e20\u9053\u4e13\u4e1a\u96f6\u552e\u5546\uff0c\u6b63\u5728\u52aa\u529b\u7406\u89e3\u5176\u6570\u5b57\u8425\u9500\u4e0e\u5e97\u5185\u8d2d\u4e70\u4e4b\u95f4\u7684\u5173\u7cfb\uff0c\u800c\u5e97\u5185\u8d2d\u4e70\u5360\u5176\u603b\u6536\u5165\u768478%\u3002\u6bcf\u4e2a\u6e20\u9053\u90fd\u91c7\u7528\u72ec\u7acb\u7684\u8861\u91cf\u7cfb\u7edf\uff0c\u5bfc\u81f4\u9884\u7b97\u5206\u914d\u548c\u9500\u552e\u4fe1\u7528\u65b9\u9762\u5b58\u5728\u51b2\u7a81\u3002\n<h3 id=\"the-challenge\" tabindex=\"-1\" data-source-line=\"356-356\"><span class=\"ez-toc-section\" id=\"The_Challenge\"><\/span>\u6311\u6218<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul data-source-line=\"358-362\">\n<li data-source-line=\"358-358\">\u6570\u5b57\u8425\u9500\u4ec5\u6839\u636e\u7535\u5b50\u5546\u52a1\u8f6c\u5316\u7387\u8fdb\u884c\u8bc4\u4f30\uff0c\u5ffd\u7565\u4e86\u5546\u5e97\u5f71\u54cd<\/li>\n<li data-source-line=\"359-359\">\u4f20\u7edf\u8425\u9500\u65e0\u6cd5\u91cf\u5316\u5176\u5bf9\u5728\u7ebf\u7814\u7a76\u548c\u8d2d\u4e70\u7684\u8d21\u732e<\/li>\n<li data-source-line=\"360-360\">\u7531\u4e8e\u56e2\u961f\u9488\u5bf9\u4e0d\u540c\u7684\u6307\u6807\u8fdb\u884c\u4f18\u5316\uff0c\u5bfc\u81f4\u5ba2\u6237\u4f53\u9a8c\u8131\u8282<\/li>\n<li data-source-line=\"361-362\">\u8425\u9500\u9884\u7b97\u5206\u914d\u51b3\u7b56\u57fa\u4e8e\u4e0d\u5b8c\u6574\u7684\u7ee9\u6548\u6570\u636e<\/li>\n<\/ul>\n<h3 id=\"the-approach\" tabindex=\"-1\" data-source-line=\"363-363\"><span class=\"ez-toc-section\" id=\"The_Approach\"><\/span>\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8be5\u96f6\u552e\u5546\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u8de8\u6e20\u9053\u5f52\u56e0\u8f6c\u578b\uff1a\n<ol data-source-line=\"367-390\">\n<li data-source-line=\"367-372\">\n<strong>\u6280\u672f\u57fa\u7840<\/strong>\n<ul data-source-line=\"368-372\">\n<li data-source-line=\"368-368\">\u90e8\u7f72\u5ba2\u6237\u6570\u636e\u5e73\u53f0\uff0c\u7edf\u4e00\u8de8\u6e20\u9053\u7684\u5ba2\u6237\u8d44\u6599<\/li>\n<li data-source-line=\"369-369\">\u5728\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4e2d\u5b9e\u65bd\u53ef\u5728\u9500\u552e\u70b9\u8ffd\u8e2a\u7684\u72ec\u7279\u4fc3\u9500\u4ee3\u7801<\/li>\n<li data-source-line=\"370-370\">\u4e3a\u7ebf\u4e0b\u6d3b\u52a8\u521b\u5efa\u5e26\u6709\u5546\u5e97\u5b9a\u4f4d\u5668\u529f\u80fd\u7684\u81ea\u5b9a\u4e49\u767b\u9646\u9875\u9762<\/li>\n<li data-source-line=\"371-372\">\u5b89\u88c5\u5e97\u5185\u4fe1\u6807\uff0c\u5c06\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\u7528\u6237\u4e0e\u5b9e\u4f53\u5e97\u8fde\u63a5\u8d77\u6765<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"373-378\">\n<strong>\u8eab\u4efd\u89e3\u6790<\/strong>\n<ul data-source-line=\"374-378\">\n<li data-source-line=\"374-374\">\u6539\u8fdb\u540e\u7684\u5fe0\u8bda\u5ea6\u8ba1\u5212\u53ef\u5728\u7ebf\u4e0a\u548c\u5e97\u5185\u65e0\u7f1d\u8fd0\u884c<\/li>\n<li data-source-line=\"375-375\">\u57f9\u8bad\u5e97\u5458\u5728\u9500\u552e\u70b9\u6536\u96c6\u7535\u5b50\u90ae\u4ef6\u5730\u5740<\/li>\n<li data-source-line=\"376-376\">\u4e3a\u5e94\u7528\u4e0b\u8f7d\u548c\u8d26\u6237\u521b\u5efa\u63d0\u4f9b\u6709\u610f\u4e49\u7684\u6fc0\u52b1<\/li>\n<li data-source-line=\"377-378\">\u5b9e\u73b0\u7535\u5b50\u5546\u52a1\u548c\u5e97\u5185\u4ea4\u6613\u4e4b\u95f4\u7684\u7535\u5b50\u90ae\u4ef6\u5339\u914d<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"379-384\">\n<strong>\u6d4b\u91cf\u65b9\u6cd5<\/strong>\n<ul data-source-line=\"380-384\">\n<li data-source-line=\"380-380\">\u5f00\u53d1\u4e86\u5c06\u63a5\u89e6\u70b9\u7ea7\u6570\u5b57\u6570\u636e\u4e0e\u805a\u5408\u5546\u5e97\u6570\u636e\u76f8\u7ed3\u5408\u7684\u6df7\u5408\u5f52\u56e0<\/li>\n<li data-source-line=\"381-381\">\u521b\u5efa\u6db5\u76d6\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u4e92\u52a8\u7684\u7edf\u4e00\u5ba2\u6237\u65c5\u7a0b\u5730\u56fe<\/li>\n<li data-source-line=\"382-382\">\u5b9e\u65bd\u63a7\u5236\u5b9e\u9a8c\uff0c\u6d4b\u8bd5\u5404\u79cd\u8425\u9500\u7ec4\u5408<\/li>\n<li data-source-line=\"383-384\">\u6784\u5efa\u878d\u5408\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u7684\u7b97\u6cd5\u5f52\u56e0\u6a21\u578b<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"385-390\">\n<strong>\u7ec4\u7ec7\u6574\u5408<\/strong>\n<ul data-source-line=\"386-390\">\n<li data-source-line=\"386-386\">\u56f4\u7ed5\u5ba2\u6237\u7ec6\u5206\u800c\u975e\u6e20\u9053\u91cd\u7ec4\u8425\u9500\u56e2\u961f<\/li>\n<li data-source-line=\"387-387\">\u521b\u5efa\u5171\u4eab\u7684 KPI\uff0c\u65e2\u53cd\u6620\u7ebf\u4e0a\u5bf9\u5b9e\u4f53\u5e97\u9500\u552e\u7684\u5f71\u54cd\uff0c\u4e5f\u53cd\u6620\u7ebf\u4e0b\u5bf9\u6570\u5b57\u8425\u9500\u7684\u5f71\u54cd<\/li>\n<li data-source-line=\"388-388\">\u5efa\u7acb\u6bcf\u5468\u8de8\u6e20\u9053\u4f18\u5316\u4f1a\u8bae\uff0c\u5ba1\u67e5\u7edf\u4e00\u6d4b\u91cf<\/li>\n<li data-source-line=\"389-390\">\u6839\u636e\u5168\u9762\u7684\u5f52\u56e0\u6d1e\u5bdf\u5f00\u53d1\u65b0\u7684\u9884\u7b97\u5206\u914d\u6d41\u7a0b<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3 id=\"the-results\" tabindex=\"-1\" data-source-line=\"391-391\"><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>\u7ed3\u679c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u7edf\u4e00\u5f52\u56e0\u65b9\u6cd5\u63ed\u793a\u4e86\u4e00\u4e9b\u4ee5\u524d\u9690\u85cf\u7684\u89c1\u89e3\uff1a\n<ul data-source-line=\"395-399\">\n<li data-source-line=\"395-395\">\u6570\u5b57\u5e7f\u544a\u5f71\u54cd\u4e86 43% \u7684\u5e97\u5185\u8d2d\u4e70\uff0c\u8fdc\u8fdc\u8d85\u51fa\u4e86\u4e4b\u524d\u7684\u8ba4\u77e5<\/li>\n<li data-source-line=\"396-396\">\u76f4\u90ae\u6d3b\u52a8\u5f15\u53d1\u4e86\u5728\u7ebf\u7814\u7a76\u4e4b\u65c5\uff0c\u6700\u7ec8\u4fc3\u6210\u4e86 28% \u7684\u5728\u7ebf\u8d2d\u4e70<\/li>\n<li data-source-line=\"397-397\">\u901a\u8fc7\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u4e92\u52a8\u7684\u5ba2\u6237\u7684\u7ec8\u8eab\u4ef7\u503c\u9ad8\u51fa 3.2 \u500d<\/li>\n<li data-source-line=\"398-399\">\u67d0\u4e9b\u521b\u610f\u4fe1\u606f\u5728\u5728\u7ebf\u8f6c\u5316\u548c\u63d0\u5347\u5b9e\u4f53\u5e97\u6d41\u91cf\u65b9\u9762\u7684\u8868\u73b0\u5dee\u5f02\u5de8\u5927<\/li>\n<\/ul>\n\u901a\u8fc7\u91c7\u53d6\u8fd9\u4e9b\u89c1\u89e3\uff0c\u96f6\u552e\u5546\u5b9e\u73b0\u4e86\uff1a\n<ul data-source-line=\"401-405\">\n<li data-source-line=\"401-401\">24% \u901a\u8fc7\u4f18\u5316\u6e20\u9053\u5206\u914d\u63d0\u9ad8\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387<\/li>\n<li data-source-line=\"402-402\">18% \u901a\u8fc7\u66f4\u597d\u7684\u4ea4\u53c9\u9500\u552e\u63d0\u9ad8\u5e73\u5747\u4ea4\u6613\u4ef7\u503c<\/li>\n<li data-source-line=\"403-403\">31%\u65b0\u5ba2\u6237\u83b7\u53d6\u6548\u7387\u63d0\u5347<\/li>\n<li data-source-line=\"404-405\">22% \u591a\u6e20\u9053\u5ba2\u6237\u7387\u589e\u52a0\uff0c\u8fd9\u662f\u5176\u6700\u9ad8\u4ef7\u503c\u7ec6\u5206\u5e02\u573a<\/li>\n<\/ul>\n\u6700\u91cd\u8981\u7684\u662f\uff0c\u8be5\u7ec4\u7ec7\u4ece\u57fa\u4e8e\u6e20\u9053\u7684\u51b2\u7a81\u8f6c\u5411\u534f\u4f5c\u4f18\u5316\uff0c\u5229\u7528\u5176\u7edf\u4e00\u7684\u5f52\u56e0\u6d1e\u5bdf\u6765\u8de8\u8d8a\u6570\u5b57\u548c\u7269\u7406\u9e3f\u6c9f\u521b\u9020\u771f\u6b63\u65e0\u7f1d\u7684\u5ba2\u6237\u4f53\u9a8c\u3002\n<h2 id=\"best-practices-for-online-offline-attribution\" tabindex=\"-1\" data-source-line=\"408-408\"><span class=\"ez-toc-section\" id=\"Best_Practices_for_Online-Offline_Attribution\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u6700\u4f73\u5b9e\u8df5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u57fa\u4e8e\u4e0d\u540c\u7ec4\u7ec7\u7684\u6210\u529f\u5b9e\u65bd\uff0c\u8fd9\u4e9b\u6700\u4f73\u5b9e\u8df5\u53ef\u4ee5\u589e\u5f3a\u60a8\u7684\u8de8\u6e20\u9053\u5f52\u56e0\u6709\u6548\u6027\uff1a\n<h3 id=\"1.-start-with-clear-business-questions\" tabindex=\"-1\" data-source-line=\"412-412\"><span class=\"ez-toc-section\" id=\"1_Start_With_Clear_Business_Questions\"><\/span>1. \u4ece\u660e\u786e\u7684\u4e1a\u52a1\u95ee\u9898\u5f00\u59cb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5728\u660e\u786e\u60a8\u9700\u8981\u4e86\u89e3\u7684\u5185\u5bb9\u4e4b\u524d\uff0c\u8bf7\u907f\u514d\u5b9e\u65bd\u5f52\u56e0\u6280\u672f\uff1a\n<ul data-source-line=\"416-420\">\n<li data-source-line=\"416-416\"><strong>\u786e\u5b9a\u5173\u952e\u95ee\u9898\u7684\u4f18\u5148\u7ea7<\/strong>\uff1a\u786e\u5b9a 3-5 \u4e2a\u5177\u6709\u9ad8\u5546\u4e1a\u4ef7\u503c\u7684\u5177\u4f53\u8de8\u6e20\u9053\u95ee\u9898<\/li>\n<li data-source-line=\"417-417\"><strong>\u5b9a\u4e49\u51b3\u7b56\u6807\u51c6<\/strong>\uff1a\u660e\u786e\u60a8\u5c06\u6839\u636e\u5f52\u56e0\u6d1e\u5bdf\u91c7\u53d6\u54ea\u4e9b\u884c\u52a8<\/li>\n<li data-source-line=\"418-418\"><strong>\u91cd\u70b9\u521d\u6b65\u5b9e\u65bd<\/strong>\uff1a\u914d\u7f6e\u7cfb\u7edf\u9996\u5148\u56de\u7b54\u4f18\u5148\u95ee\u9898<\/li>\n<li data-source-line=\"419-420\"><strong>\u5c55\u793a\u65e9\u671f\u80dc\u5229<\/strong>\uff1a\u901a\u8fc7\u5feb\u901f\u6d1e\u5bdf\u6765\u521b\u9020\u52a8\u529b\uff0c\u4ece\u800c\u5e26\u6765\u76f4\u63a5\u4ef7\u503c<\/li>\n<\/ul>\n<h3 id=\"2.-implement-thoughtful-identity-resolution\" tabindex=\"-1\" data-source-line=\"421-421\"><span class=\"ez-toc-section\" id=\"2_Implement_Thoughtful_Identity_Resolution\"><\/span>2. \u5b9e\u65bd\u5468\u5230\u7684\u8eab\u4efd\u8bc6\u522b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5ba2\u6237\u8eab\u4efd\u662f\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u5173\u952e\uff1a\n<ul data-source-line=\"425-430\">\n<li data-source-line=\"425-425\"><strong>\u4ef7\u503c\u4ea4\u6362\u65b9\u5f0f<\/strong>\uff1a\u63d0\u4f9b\u660e\u786e\u7684\u4f18\u60e0\uff0c\u65b9\u4fbf\u5ba2\u6237\u8bc6\u522b<\/li>\n<li data-source-line=\"426-426\"><strong>\u6e10\u8fdb\u5f0f\u8eab\u4efd\u5efa\u8bbe<\/strong>\uff1a\u901a\u8fc7\u63a5\u89e6\u70b9\u9010\u6b65\u6536\u96c6\u4fe1\u606f<\/li>\n<li data-source-line=\"427-427\"><strong>\u591a\u79cd\u89e3\u51b3\u65b9\u6cd5<\/strong>\uff1a\u540c\u65f6\u4f7f\u7528\u786e\u5b9a\u6027\u65b9\u6cd5\u548c\u6982\u7387\u65b9\u6cd5<\/li>\n<li data-source-line=\"428-428\"><strong>\u4ee5\u9690\u79c1\u4e3a\u4e2d\u5fc3\u7684\u8bbe\u8ba1<\/strong>\uff1a\u901a\u8fc7\u900f\u660e\u7684\u6570\u636e\u5b9e\u8df5\u5efa\u7acb\u4fe1\u4efb<\/li>\n<li data-source-line=\"429-430\"><strong>\u6301\u7eed\u589e\u5f3a<\/strong>\uff1a\u5b9a\u671f\u8bc4\u4f30\u5e76\u63d0\u9ad8\u5339\u914d\u7387<\/li>\n<\/ul>\n<h3 id=\"3.-blend-methodologies-appropriately\" tabindex=\"-1\" data-source-line=\"431-431\"><span class=\"ez-toc-section\" id=\"3_Blend_Methodologies_Appropriately\"><\/span>3. \u9002\u5f53\u878d\u5408\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6ca1\u6709\u4e00\u79cd\u5355\u4e00\u7684\u5f52\u56e0\u65b9\u6cd5\u80fd\u591f\u5b8c\u7f8e\u5730\u9002\u7528\u4e8e\u7ebf\u4e0a\u548c\u7ebf\u4e0b\uff1a\n<ul data-source-line=\"435-440\">\n<li data-source-line=\"435-435\"><strong>\u4e92\u8865\u65b9\u6cd5<\/strong>\uff1a\u9488\u5bf9\u4e0d\u540c\u7684\u6e20\u9053\u548c\u95ee\u9898\u4f7f\u7528\u4e0d\u540c\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"436-436\"><strong>\u9a8c\u8bc1\u6846\u67b6<\/strong>\uff1a\u5b9e\u65bd\u6d4b\u8bd5\u4ee5\u9a8c\u8bc1\u5f52\u56e0\u7ed3\u679c<\/li>\n<li data-source-line=\"437-437\"><strong>\u7f6e\u4fe1\u6c34\u5e73<\/strong>\uff1a\u4e3a\u4e0d\u540c\u7684\u6d1e\u5bdf\u7c7b\u578b\u5efa\u7acb\u4e0d\u540c\u7684\u786e\u5b9a\u6027\u9608\u503c<\/li>\n<li data-source-line=\"438-438\"><strong>\u6301\u7eed\u6539\u8fdb<\/strong>\uff1a\u5c06\u5f52\u56e0\u89c6\u4e3a\u4e00\u79cd\u4e0d\u65ad\u53d1\u5c55\u7684\u80fd\u529b\uff0c\u800c\u4e0d\u662f\u56fa\u5b9a\u7684\u89e3\u51b3\u65b9\u6848<\/li>\n<li data-source-line=\"439-440\"><strong>\u52a1\u5b9e\u7684\u5b9e\u65bd<\/strong>\uff1a\u6ce8\u91cd\u53ef\u64cd\u4f5c\u6027\u800c\u975e\u6280\u672f\u5b8c\u7f8e\u6027<\/li>\n<\/ul>\n<h3 id=\"4.-focus-on-incrementality%2C-not-just-attribution\" tabindex=\"-1\" data-source-line=\"441-441\"><span class=\"ez-toc-section\" id=\"4_Focus_on_Incrementality_Not_Just_Attribution\"><\/span>4. \u5173\u6ce8\u589e\u91cf\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5f52\u56e0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u7406\u89e3\u589e\u91cf\u5f71\u54cd\u6bd4\u5b8c\u7f8e\u7684\u63a5\u89e6\u70b9\u5206\u914d\u66f4\u6709\u4ef7\u503c\uff1a\n<ul data-source-line=\"445-450\">\n<li data-source-line=\"445-445\"><strong>\u6d4b\u8bd5\u548c\u5b66\u4e60\u6587\u5316<\/strong>\uff1a\u5b9e\u65bd\u6301\u7eed\u5b9e\u9a8c\u4ee5\u9a8c\u8bc1\u5f52\u56e0<\/li>\n<li data-source-line=\"446-446\"><strong>\u4fdd\u7559\u6d4b\u8bd5<\/strong>\uff1a\u4f7f\u7528\u5bf9\u7167\u7ec4\u6765\u8861\u91cf\u771f\u6b63\u7684\u589e\u91cf\u5f71\u54cd<\/li>\n<li data-source-line=\"447-447\"><strong>\u60c5\u666f\u5206\u6790<\/strong>\uff1a\u6a21\u62df\u4e0d\u540c\u7684\u5f52\u56e0\u65b9\u6cd5\u6765\u7406\u89e3\u654f\u611f\u6027<\/li>\n<li data-source-line=\"448-448\"><strong>\u53cd\u4e8b\u5b9e\u601d\u7ef4<\/strong>\uff1a\u60f3\u60f3\u5982\u679c\u6ca1\u6709\u5177\u4f53\u7684\u8425\u9500\u4f1a\u53d1\u751f\u4ec0\u4e48<\/li>\n<li data-source-line=\"449-450\"><strong>\u957f\u671f\u6d4b\u91cf<\/strong>\uff1a\u957f\u671f\u8ffd\u8e2a\u5f52\u56e0\uff0c\u4ee5\u638c\u63e1\u5168\u9762\u5f71\u54cd<\/li>\n<\/ul>\n<h3 id=\"5.-blend-art-and-science\" tabindex=\"-1\" data-source-line=\"451-451\"><span class=\"ez-toc-section\" id=\"5_Blend_Art_and_Science\"><\/span>5. \u878d\u5408\u827a\u672f\u4e0e\u79d1\u5b66<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6709\u6548\u7684\u5f52\u56e0\u5c06\u6570\u636e\u5206\u6790\u4e0e\u4eba\u7c7b\u5224\u65ad\u76f8\u7ed3\u5408\uff1a\n<ul data-source-line=\"455-460\">\n<li data-source-line=\"455-455\"><strong>\u4e13\u5bb6\u8f93\u5165\u96c6\u6210<\/strong>\uff1a\u5c06\u7ecf\u9a8c\u5224\u65ad\u7eb3\u5165\u5f52\u56e0\u6a21\u578b<\/li>\n<li data-source-line=\"456-456\"><strong>\u4e1a\u52a1\u60c5\u5883\u611f\u77e5<\/strong>\uff1a\u8003\u8651\u76f4\u63a5\u5f52\u56e0\u6570\u636e\u4ee5\u5916\u7684\u56e0\u7d20<\/li>\n<li data-source-line=\"457-457\"><strong>\u5b9e\u7528\u89e3\u8bfb<\/strong>\uff1a\u786e\u4fdd\u6d1e\u5bdf\u80fd\u591f\u88ab\u4e00\u7ebf\u8425\u9500\u4eba\u5458\u4ed8\u8bf8\u884c\u52a8<\/li>\n<li data-source-line=\"458-458\"><strong>\u6301\u7eed\u9a8c\u8bc1<\/strong>\uff1a\u5b9a\u671f\u68c0\u67e5\u5f52\u56e0\u7ed3\u679c\u4e0e\u4e1a\u52a1\u7ed3\u679c<\/li>\n<li data-source-line=\"459-460\"><strong>\u5e73\u8861\u51b3\u7b56<\/strong>\uff1a\u5c06\u5f52\u56e0\u4f5c\u4e3a\u51b3\u7b56\u7684\u8f93\u5165\uff0c\u800c\u4e0d\u662f\u552f\u4e00\u7684\u51b3\u5b9a\u56e0\u7d20<\/li>\n<\/ul>\n<h2 id=\"faqs\" tabindex=\"-1\" data-source-line=\"461-461\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>\u5e38\u89c1\u95ee\u9898<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"how-accurately-can-we-connect-online-advertising-to-in-store-purchases%3F\" tabindex=\"-1\" data-source-line=\"463-463\"><span class=\"ez-toc-section\" id=\"How_accurately_can_we_connect_online_advertising_to_in-store_purchases\"><\/span>\u6211\u4eec\u80fd\u591a\u51c6\u786e\u5730\u5c06\u5728\u7ebf\u5e7f\u544a\u4e0e\u5e97\u5185\u8d2d\u4e70\u8054\u7cfb\u8d77\u6765\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8fde\u63a5\u51c6\u786e\u6027\u56e0\u5b9e\u65bd\u65b9\u6cd5\u548c\u4e1a\u52a1\u6a21\u5f0f\u800c\u5f02\u3002\u62e5\u6709\u5f3a\u5927\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u8d44\u4ea7\uff08\u4f8b\u5982\u5fe0\u8bda\u5ea6\u8ba1\u5212\u548c\u7ecf\u8fc7\u9a8c\u8bc1\u7684\u4f53\u9a8c\uff09\u7684\u7ec4\u7ec7\u901a\u5e38\u53ef\u4ee5\u5c0660-80%\u7684\u5e97\u5185\u8d2d\u4e70\u4e0e\u4e4b\u524d\u7684\u6570\u5b57\u4e92\u52a8\u8054\u7cfb\u8d77\u6765\u3002\u5982\u679c\u6ca1\u6709\u8fd9\u4e9b\u8d44\u4ea7\uff0c\u901a\u8fc7\u4fc3\u9500\u4ee3\u7801\u548c\u4f4d\u7f6e\u5206\u6790\u7b49\u65b9\u6cd5\uff0c\u8986\u76d6\u7387\u5c06\u964d\u81f330-50%\u3002\u6700\u590d\u6742\u7684\u5b9e\u65bd\u4f1a\u4f7f\u7528\u591a\u79cd\u4e92\u8865\u65b9\u6cd5\u548c\u7edf\u8ba1\u6a21\u578b\uff0c\u5c06\u6d1e\u5bdf\u6269\u5c55\u5230\u53ef\u76f4\u63a5\u5f52\u56e0\u7684\u4ea4\u6613\u4e4b\u5916\u3002\u867d\u7136100%\u7684\u8fde\u63a5\u4e0d\u5207\u5b9e\u9645\uff0c\u4f46\u4e0e\u5b8c\u5168\u5b64\u7acb\u7684\u6d4b\u91cf\u76f8\u6bd4\uff0c\u5373\u4f7f\u662f\u90e8\u5206\u53ef\u89c1\u6027\u4e5f\u80fd\u521b\u9020\u5de8\u5927\u7684\u4f18\u5316\u673a\u4f1a\u3002\n<h3 id=\"what-technologies-are-essential-for-online-offline-attribution%3F\" tabindex=\"-1\" data-source-line=\"466-466\"><span class=\"ez-toc-section\" id=\"What_technologies_are_essential_for_online-offline_attribution\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u9700\u8981\u54ea\u4e9b\u5173\u952e\u6280\u672f\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6700\u5173\u952e\u7684\u6280\u672f\u5305\u62ec\uff1a(1) \u7528\u4e8e\u8eab\u4efd\u8bc6\u522b\u548c\u8d44\u6599\u7edf\u4e00\u7684\u5ba2\u6237\u6570\u636e\u5e73\u53f0\u6216\u7c7b\u4f3c\u89e3\u51b3\u65b9\u6848\uff1b(2) \u80fd\u591f\u6355\u83b7\u6570\u5b57\u6807\u8bc6\u7b26\u6216\u4fc3\u9500\u4ee3\u7801\u7684\u9500\u552e\u70b9\u7cfb\u7edf\uff1b(3) \u652f\u6301\u8de8\u6e20\u9053\u8ddf\u8e2a\u53c2\u6570\u7684\u8425\u9500\u6d3b\u52a8\u7ba1\u7406\u5de5\u5177\uff1b(4) \u80fd\u591f\u6574\u5408\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u6570\u636e\u7684\u5206\u6790\u5e73\u53f0\uff1b\u4ee5\u53ca (5) \u80fd\u591f\u6e05\u6670\u5c55\u73b0\u8de8\u6e20\u9053\u5173\u7cfb\u7684\u53ef\u89c6\u5316\u5de5\u5177\u3002\u5177\u4f53\u5b9e\u65bd\u56e0\u4e1a\u52a1\u6a21\u5f0f\u800c\u5f02\uff0c\u96f6\u552e\u5546\u901a\u5e38\u4f18\u5148\u8003\u8651\u5e97\u5185\u8ddf\u8e2a\u6280\u672f\uff0c\u800c\u670d\u52a1\u578b\u4f01\u4e1a\u5219\u66f4\u6ce8\u91cd\u9884\u7ea6\u548c\u547c\u53eb\u8ddf\u8e2a\u7cfb\u7edf\u3002\n<h3 id=\"how-do-you-handle-long-sales-cycles-in-online-offline-attribution%3F\" tabindex=\"-1\" data-source-line=\"469-469\"><span class=\"ez-toc-section\" id=\"How_do_you_handle_long_sales_cycles_in_online-offline_attribution\"><\/span>\u60a8\u5982\u4f55\u5904\u7406\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u4e2d\u7684\u957f\u9500\u552e\u5468\u671f\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8f83\u957f\u7684\u9500\u552e\u5468\u671f\u5728B2B\u548c\u6df1\u601d\u719f\u8651\u7684\u8d2d\u4e70\u4e2d\u5f88\u5e38\u89c1\uff0c\u9700\u8981\u7279\u5b9a\u7684\u5f52\u56e0\u65b9\u6cd5\uff1a(1) \u5b9e\u65bd\u4e0e\u5178\u578b\u9500\u552e\u65f6\u95f4\u6846\u67b6\u76f8\u5339\u914d\u7684\u6269\u5c55\u5f52\u56e0\u7a97\u53e3\uff1b(2) \u521b\u5efa\u91cc\u7a0b\u7891\u5f0f\u8f6c\u5316\uff0c\u8ffd\u8e2a\u6574\u4e2a\u9500\u552e\u6f0f\u6597\u7684\u8fdb\u5c55\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u6700\u7ec8\u8d2d\u4e70\uff1b(3) \u5f00\u53d1\u878d\u5408\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8\u7684\u6f5c\u5728\u5ba2\u6237\u8bc4\u5206\u6a21\u578b\uff1b(4) \u5b9e\u65bd\u5f3a\u5927\u7684CRM\u96c6\u6210\uff0c\u5c06\u65e9\u671f\u8425\u9500\u73af\u8282\u4e0e\u6700\u7ec8\u9500\u552e\u6d3b\u52a8\u8fde\u63a5\u8d77\u6765\uff1b(5) \u4f7f\u7528\u65f6\u95f4\u8870\u51cf\u5f52\u56e0\u6a21\u578b\uff0c\u6070\u5f53\u5730\u8bc4\u4f30\u6f0f\u6597\u65e9\u671f\u548c\u665a\u671f\u7684\u4e92\u52a8\u3002\u4f01\u4e1a\u5e94\u5206\u6790\u5176\u5178\u578b\u7684\u9500\u552e\u901f\u5ea6\uff0c\u4ee5\u5efa\u7acb\u5408\u9002\u7684\u56de\u6eaf\u7a97\u53e3\u548c\u8f6c\u5316\u5b9a\u4e49\u3002\n<h3 id=\"how-do-you-attribute-value-to-physical-locations-in-the-digital-customer-journey%3F\" tabindex=\"-1\" data-source-line=\"472-472\"><span class=\"ez-toc-section\" id=\"How_do_you_attribute_value_to_physical_locations_in_the_digital_customer_journey\"><\/span>\u60a8\u5982\u4f55\u5c06\u4ef7\u503c\u5f52\u56e0\u4e8e\u6570\u5b57\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u7269\u7406\u4f4d\u7f6e\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5b9e\u4f53\u5e97\u4f4d\u7f6e\u4ee5\u53ef\u91cf\u5316\u7684\u65b9\u5f0f\u5f71\u54cd\u7740\u6570\u5b57\u5316\u65c5\u7a0b\uff0c\u5e76\u53ef\u5f52\u56e0\u4e8e\u4ee5\u4e0b\u56e0\u7d20\uff1a(1) \u5b9e\u65bd\u201c\u53bb\u54ea\u91cc\u4e70\u201d\u6216\u95e8\u5e97\u5b9a\u4f4d\u8ffd\u8e2a\uff0c\u4ee5\u8861\u91cf\u6d88\u8d39\u8005\u4ece\u6570\u5b57\u6e20\u9053\u5230\u95e8\u5e97\u7684\u8d2d\u4e70\u610f\u5411\uff1b(2) \u5206\u6790\u5b9e\u4f53\u5e97\u9644\u8fd1\u5730\u7406\u4f4d\u7f6e\u7684\u6570\u5b57\u4e92\u52a8\u6a21\u5f0f\uff1b(3) \u8861\u91cf\u95e8\u5e97\u5f00\u4e1a\u6216\u6d3b\u52a8\u540e\u7ebf\u4e0a\u6d3b\u52a8\u7684\u5cf0\u503c\uff1b(4) \u901a\u8fc7\u4f4d\u7f6e\u5206\u6790\u6216\u5e94\u7528\u7a0b\u5e8f\u7b7e\u5230\uff0c\u6355\u6349\u5230\u5e97\u540e\u7684\u7ebf\u4e0a\u884c\u4e3a\uff1b\u4ee5\u53ca (5) \u5f00\u5c55\u5bf9\u7167\u5b9e\u9a8c\uff0c\u6bd4\u8f83\u6709\u5b9e\u4f53\u5e97\u548c\u65e0\u5b9e\u4f53\u5e97\u7684\u5e02\u573a\u4e2d\u7684\u6570\u5b57\u5316\u8868\u73b0\u3002\u7ecf\u9a8c\u4e30\u5bcc\u7684\u96f6\u552e\u5546\u901a\u5e38\u4f1a\u521b\u5efa\u9488\u5bf9\u7279\u5b9a\u95e8\u5e97\u7684\u5f52\u56e0\u6a21\u578b\uff0c\u4ee5\u91cf\u5316\u6bcf\u4e2a\u95e8\u5e97\u4f4d\u7f6e\u5bf9\u6570\u5b57\u9500\u552e\u7684\u5149\u73af\u6548\u5e94\u3002\n<h3 id=\"how-is-privacy-regulation-affecting-online-offline-attribution%3F\" tabindex=\"-1\" data-source-line=\"475-475\"><span class=\"ez-toc-section\" id=\"How_is_privacy_regulation_affecting_online-offline_attribution\"><\/span>\u9690\u79c1\u6cd5\u89c4\u5982\u4f55\u5f71\u54cd\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9690\u79c1\u6cd5\u89c4\u6b63\u5728\u663e\u8457\u5f71\u54cd\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u65b9\u6cd5\uff1a(1) \u66f4\u52a0\u6ce8\u91cd\u7b2c\u4e00\u65b9\u6570\u636e\u548c\u76f4\u63a5\u5ba2\u6237\u5173\u7cfb\uff1b(2) \u8de8\u6e20\u9053\u8ffd\u8e2a\u4e2d\u660e\u786e\u540c\u610f\u7684\u91cd\u8981\u6027\u65e5\u76ca\u63d0\u5347\uff1b(3) \u6570\u636e\u6d01\u51c0\u5ba4\u7684\u5b9e\u65bd\u65e5\u76ca\u589e\u591a\uff0c\u4ee5\u8fdb\u884c\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u5206\u6790\uff1b(4) \u66f4\u52a0\u91cd\u89c6\u805a\u5408\u548c\u533f\u540d\u5316\u7684\u6d4b\u91cf\u65b9\u6cd5\uff1b\u4ee5\u53ca (5) \u5728\u65e0\u6cd5\u76f4\u63a5\u8ffd\u8e2a\u7684\u60c5\u51b5\u4e0b\uff0c\u66f4\u52a0\u4f9d\u8d56\u60c5\u5883\u6570\u636e\u548c\u6a21\u578b\u6570\u636e\u3002\u5177\u6709\u524d\u77bb\u6027\u7684\u7ec4\u7ec7\u6b63\u5728\u79ef\u6781\u5e94\u5bf9\uff0c\u4f18\u5148\u8003\u8651\u900f\u660e\u7684\u4ef7\u503c\u4ea4\u6362\uff0c\u9f13\u52b1\u7528\u6237\u9009\u62e9\u52a0\u5165\u8eab\u4efd\u8bc6\u522b\uff0c\u540c\u65f6\u5f00\u53d1\u5373\u4f7f\u5728\u6709\u9650\u7684\u4e2a\u4eba\u5c42\u9762\u8ffd\u8e2a\u4e0b\u4e5f\u80fd\u6709\u6548\u4fdd\u62a4\u9690\u79c1\u7684\u6d4b\u91cf\u65b9\u6cd5\u3002\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"478-478\"><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=\"480-489\">\n<li data-source-line=\"480-481\">\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=\"482-483\">\nBaxendale, S.\u3001Macdonald, EK \u548c Wilson, HN (2015)\u3002\u201c\u4e0d\u540c\u63a5\u89e6\u70b9\u5bf9\u54c1\u724c\u8003\u8651\u5ea6\u7684\u5f71\u54cd\u3002\u201d\u300a\u96f6\u552e\u6742\u5fd7\u300b\uff0c91(2)\uff0c235-253\u3002\n<\/li>\n<li data-source-line=\"484-485\">\nNeslin, SA, &amp; Shankar, V. (2009). \u201c\u591a\u6e20\u9053\u5ba2\u6237\u7ba1\u7406\u4e2d\u7684\u5173\u952e\u95ee\u9898\uff1a\u5f53\u524d\u77e5\u8bc6\u4e0e\u672a\u6765\u65b9\u5411\u3002\u201d\u300a\u4e92\u52a8\u8425\u9500\u6742\u5fd7\u300b\uff0c23(1)\uff0c70-81\u3002\n<\/li>\n<li data-source-line=\"486-487\">\nDe Haan, E.\u3001Wiesel, T. \u548c Pauwels, K. (2016)\u3002\u201c\u591a\u6e20\u9053\u5f52\u56e0\u6846\u67b6\u4e0b\u4e0d\u540c\u5f62\u5f0f\u5728\u7ebf\u5e7f\u544a\u5bf9\u8d2d\u4e70\u8f6c\u5316\u7684\u6709\u6548\u6027\u3002\u201d\u300a\u56fd\u9645\u5e02\u573a\u8425\u9500\u7814\u7a76\u6742\u5fd7\u300b\uff0c33(3)\uff0c491-507\u3002\n<\/li>\n<li data-source-line=\"488-489\">\nVerhoef, PC\u3001Kannan, PK \u548c Inman, JJ (2015)\u3002\u201c\u4ece\u591a\u6e20\u9053\u96f6\u552e\u5230\u5168\u6e20\u9053\u96f6\u552e\uff1a\u591a\u6e20\u9053\u96f6\u552e\u7279\u520a\u7b80\u4ecb\u3002\u201d\u300a\u96f6\u552e\u6742\u5fd7\u300b\uff0c91(2)\uff0c174-181\u3002\n<\/li>\n<\/ol>\n<h2 id=\"conclusion\" tabindex=\"-1\" data-source-line=\"490-490\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>\u7ed3\u8bba<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u7ebf\u4e0a\u7ebf\u4e0b\u5ba2\u6237\u4e92\u52a8\u4e4b\u95f4\u7684\u754c\u9650\u65e5\u6e10\u6a21\u7cca\u3002\u6d88\u8d39\u8005\u4e0d\u518d\u8003\u8651\u6e20\u9053\uff0c\u4ed6\u4eec\u53ea\u662f\u901a\u8fc7\u7279\u5b9a\u65f6\u523b\u6700\u4fbf\u6377\u7684\u63a5\u89e6\u70b9\u4e0e\u54c1\u724c\u4e92\u52a8\u3002\u7136\u800c\uff0c\u8425\u9500\u8861\u91cf\u5374\u96be\u4ee5\u8ddf\u4e0a\u8fd9\u4e00\u73b0\u5b9e\uff0c\u5e38\u5e38\u4eba\u4e3a\u5730\u5728\u6570\u5b57\u4e16\u754c\u548c\u73b0\u5b9e\u4e16\u754c\u4e4b\u95f4\u5236\u9020\u9694\u9602\u3002\u6210\u529f\u5b9e\u65bd\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u7684\u7ec4\u7ec7\u5c06\u83b7\u5f97\u5de8\u5927\u7684\u4f18\u52bf\uff1a\n<ol data-source-line=\"496-501\">\n<li data-source-line=\"496-496\"><strong>\u5168\u9762\u4e86\u89e3\u6295\u8d44\u56de\u62a5\u7387 (ROI)<\/strong>\uff1a\u4e86\u89e3\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u6bcf\u4e2a\u6e20\u9053\u7684\u771f\u6b63\u5f71\u54cd<\/li>\n<li data-source-line=\"497-497\"><strong>\u4f18\u5316\u8425\u9500\u7ec4\u5408<\/strong>\uff1a\u6839\u636e\u5b8c\u6574\u7684\u7ee9\u6548\u6570\u636e\u5206\u914d\u8d44\u6e90<\/li>\n<li data-source-line=\"498-498\"><strong>\u589e\u5f3a\u5ba2\u6237\u4f53\u9a8c<\/strong>\uff1a\u6253\u9020\u8de8\u8d8a\u6570\u5b57\u548c\u7269\u7406\u63a5\u89e6\u70b9\u7684\u65e0\u7f1d\u65c5\u7a0b<\/li>\n<li data-source-line=\"499-499\"><strong>\u7ade\u4e89\u4f18\u52bf<\/strong>\uff1a\u6bd4\u53d7\u56f0\u4e8e\u90e8\u5206\u5f52\u56e0\u7684\u7ade\u4e89\u5bf9\u624b\u505a\u51fa\u66f4\u597d\u7684\u51b3\u7b56<\/li>\n<li data-source-line=\"500-501\"><strong>\u9762\u5411\u672a\u6765\u7684\u6d4b\u91cf<\/strong>\uff1a\u6784\u5efa\u9002\u5e94\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u884c\u4e3a\u7684\u5f52\u56e0\u80fd\u529b<\/li>\n<\/ol>\n\u867d\u7136\u5b9e\u65bd\u8de8\u6e20\u9053\u5f52\u56e0\u9762\u4e34\u91cd\u5927\u6311\u6218\uff0c\u4f46\u672c\u6587\u6982\u8ff0\u7684\u65b9\u6cd5\u63d0\u4f9b\u4e86\u4e00\u6761\u5207\u5b9e\u53ef\u884c\u7684\u9014\u5f84\u3002\u901a\u8fc7\u5efa\u7acb\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8\u4e4b\u95f4\u7684\u6e05\u6670\u8fde\u63a5\u70b9\u3001\u7edf\u4e00\u8de8\u6e20\u9053\u5ba2\u6237\u8eab\u4efd\u4ee5\u53ca\u5b9e\u65bd\u96c6\u6210\u7684\u6d4b\u91cf\u6a21\u578b\uff0c\u4f01\u4e1a\u53ef\u4ee5\u6784\u5efa\u4e0e\u5ba2\u6237\u5b9e\u9645\u4e92\u52a8\u65b9\u5f0f\u76f8\u5339\u914d\u7684\u5f52\u56e0\u80fd\u529b\u3002\u53d6\u5f97\u6700\u5927\u8fdb\u5c55\u7684\u4f01\u4e1a\u5e76\u975e\u5750\u7b49\u5b8c\u7f8e\u7684\u89e3\u51b3\u65b9\u6848\u2014\u2014\u4ed6\u4eec\u4ece\u73b0\u6709\u6570\u636e\u548c\u53ef\u5b9e\u73b0\u7684\u8054\u7cfb\u5165\u624b\uff0c\u5c55\u793a\u65e9\u671f\u6210\u529f\u6848\u4f8b\u4ee5\u79ef\u7d2f\u53d1\u5c55\u52a8\u529b\uff0c\u5e76\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\u4e0d\u65ad\u63d0\u5347\u81ea\u8eab\u80fd\u529b\u3002\u968f\u7740\u5ba2\u6237\u65c5\u7a0b\u7684\u4e0d\u65ad\u53d1\u5c55\uff0c\u90a3\u4e9b\u62e5\u6709\u80fd\u591f\u63d0\u4f9b\u771f\u6b63\u5168\u65b9\u4f4d\u7ee9\u6548\u89c6\u89d2\u7684\u6d4b\u91cf\u80fd\u529b\u7684\u4f01\u4e1a\u5c06\u84ec\u52c3\u53d1\u5c55\u3002\u901a\u8fc7\u5b9e\u65bd\u672c\u6587\u6982\u8ff0\u7684\u7b56\u7565\uff0c\u60a8\u53ef\u4ee5\u6784\u5efa\u80fd\u591f\u51c6\u786e\u53cd\u6620\u5b8c\u6574\u5ba2\u6237\u65c5\u7a0b\u7684\u5f52\u56e0\u80fd\u529b\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5b64\u7acb\u7684\u7ebf\u4e0a\u6216\u7ebf\u4e0b\u884c\u4e3a\u7247\u6bb5\u3002\u5bf9\u4e8e\u5bfb\u6c42\u589e\u5f3a\u7ebf\u4e0a\u7ebf\u4e0b\u5f52\u56e0\u80fd\u529b\u7684\u4f01\u4e1a\uff0cAttrisight \u63d0\u4f9b\u4e13\u4e1a\u89e3\u51b3\u65b9\u6848\uff0c\u5c06\u4e0d\u540c\u7684\u6570\u636e\u6e90\u8fde\u63a5\u5230\u7edf\u4e00\u7684\u6d4b\u91cf\u6846\u67b6\u4e2d\u3002\u4ed6\u4eec\u7684\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u7efc\u5408\u5f52\u56e0\u5e73\u53f0<\/a>\u00a0\u6574\u5408\u8de8\u6e20\u9053\u6570\u636e\uff0c\u63d0\u4f9b\u6574\u4f53\u6d1e\u5bdf\uff0c\u63a8\u52a8\u53ef\u8861\u91cf\u7684\u8425\u9500\u7ee9\u6548\u6539\u8fdb\u3002","protected":false},"excerpt":{"rendered":"<p>\u968f\u7740\u5ba2\u6237\u65c5\u7a0b\u65e5\u76ca\u8de8\u8d8a\u6570\u5b57\u548c\u5b9e\u4f53\u73af\u5883\uff0c\u8425\u9500\u4eba\u5458\u9762\u4e34\u7740\u8fde\u63a5\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u4ee5\u5b9e\u73b0\u5168\u9762\u5f52\u56e0\u7684\u590d\u6742\u6311\u6218\u3002\u672c\u6587\u63d0\u4f9b\u4e86\u4e00\u4e2a\u5b8c\u6574\u7684\u6846\u67b6\uff0c\u7528\u4e8e\u5b9e\u65bd\u8de8\u6e20\u9053\u5f52\u56e0\uff0c\u5f25\u5408\u6570\u5b57\u548c\u5b9e\u4f53\u4e4b\u95f4\u7684\u9e3f\u6c9f\u3002\u5b66\u4e60\u884c\u4e4b\u6709\u6548\u7684\u7b56\u7565\uff0c\u7528\u4e8e\u8ddf\u8e2a\u7ebf\u4e0b\u8f6c\u5316\u3001\u5c06\u5e97\u5185\u6d3b\u52a8\u4e0e\u6570\u5b57\u8425\u9500\u76f8\u7ed3\u5408\uff0c\u4ee5\u53ca\u6784\u5efa\u7edf\u4e00\u7684\u8861\u91cf\u6807\u51c6\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-299","post","type-post","status-publish","format-standard","hentry","category-attribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Measure Marketing Attribution Across Online and Offline Channels - AttriSight<\/title>\n<meta name=\"description\" content=\"Learn how to implement effective marketing attribution across online and offline channels. 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