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PSA\uff08\u516c\u5171\u670d\u52a1\u516c\u544a\uff09\u6d4b\u8bd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#3_Ghost_Ads\" >3.\u5e7d\u7075\u5e7f\u544a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#4_Ghost_Bidding\" >4. \u5e7d\u7075\u7ade\u6807<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" 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href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#6_Take_Action_and_Iterate\" >6.\u91c7\u53d6\u884c\u52a8\u5e76\u4e0d\u65ad\u8fed\u4ee3<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Real-World_Incrementality_Testing_Case_Studies\" >\u771f\u5b9e\u4e16\u754c\u7684\u589e\u91cf\u6d4b\u8bd5\u6848\u4f8b\u7814\u7a76<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Case_Study_1_E-Commerce_Retailer_Evaluates_Social_Media_Impact\" >\u6848\u4f8b\u7814\u7a761\uff1a\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5546\u8bc4\u4f30\u793e\u4ea4\u5a92\u4f53\u5f71\u54cd\u529b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Case_Study_2_SaaS_Company_Resolves_Attribution_Conflict\" >\u6848\u4f8b\u7814\u7a762\uff1aSaaS\u516c\u53f8\u89e3\u51b3\u5f52\u56e0\u51b2\u7a81<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Case_Study_3_Incrementality_Testing_Reveals_True_Impact_of_Display_Advertising\" >\u6848\u4f8b\u7814\u7a76 3\uff1a\u589e\u91cf\u6d4b\u8bd5\u63ed\u793a\u5c55\u793a\u5e7f\u544a\u7684\u771f\u6b63\u5f71\u54cd<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Challenges_and_Best_Practices_in_Incrementality_Testing\" >\u589e\u91cf\u6d4b\u8bd5\u7684\u6311\u6218\u548c\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-25\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Common_Challenges\" >\u5e38\u89c1\u6311\u6218<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#1_Statistical_Significance\" >1. \u7edf\u8ba1\u5b66\u610f\u4e49<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#2_Test_Contamination\" >2. \u6d4b\u8bd5\u6c61\u67d3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#3_Selection_Bias\" >3. \u9009\u62e9\u504f\u5dee<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#4_Measurement_Across_Multiple_Devices_and_Platforms\" >4. \u8de8\u591a\u8bbe\u5907\u548c\u5e73\u53f0\u7684\u6d4b\u91cf<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Best_Practices_for_Successful_Incrementality_Testing\" >\u6210\u529f\u589e\u91cf\u6d4b\u8bd5\u7684\u6700\u4f73\u5b9e\u8df5<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#1_Start_With_High-Impact_Channels\" >1. \u4ece\u9ad8\u5f71\u54cd\u529b\u6e20\u9053\u5f00\u59cb<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#2_Implement_Continuous_Testing_Cycles\" >2. \u5b9e\u65bd\u6301\u7eed\u6d4b\u8bd5\u5468\u671f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#3_Test_at_Different_Funnel_Stages\" >3. \u5728\u4e0d\u540c\u7684\u6f0f\u6597\u9636\u6bb5\u8fdb\u884c\u6d4b\u8bd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#4_Combine_With_Other_Measurement_Approaches\" >4. \u4e0e\u5176\u4ed6\u6d4b\u91cf\u65b9\u6cd5\u76f8\u7ed3\u5408<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#5_Focus_on_Business_Outcomes\" >5.\u5173\u6ce8\u4e1a\u52a1\u6210\u679c<\/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-36\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#The_Future_of_Incrementality_Testing\" >\u589e\u91cf\u6d4b\u8bd5\u7684\u672a\u6765<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#1_Privacy-First_Incrementality_Methods\" >1. \u9690\u79c1\u4f18\u5148\u7684\u589e\u91cf\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#2_AI-Powered_Incrementality_Analysis\" >2. AI\u9a71\u52a8\u7684\u589e\u91cf\u5206\u6790<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#3_Integrated_Measurement_Frameworks\" >3. \u7efc\u5408\u6d4b\u91cf\u6846\u67b6<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#4_Real-Time_Incrementality_Insights\" >4.\u5b9e\u65f6\u589e\u91cf\u6d1e\u5bdf<\/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%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Conclusion_Elevating_Your_Attribution_with_Incrementality_Testing\" >\u7ed3\u8bba\uff1a\u901a\u8fc7\u589e\u91cf\u6d4b\u8bd5\u63d0\u5347\u5f52\u56e0\u80fd\u529b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/attrisight.com\/zh\/%e5%a2%9e%e9%87%8f%e6%b5%8b%e8%af%95%e5%b0%86%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%8f%90%e5%8d%87%e5%88%b0%e6%96%b0%e7%9a%84%e6%b0%b4%e5%b9%b3\/#Academic_References\" >\u5b66\u672f\u53c2\u8003<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"understanding-incrementality-testing%3A-the-causal-approach-to-attribution\" tabindex=\"-1\" data-source-line=\"7-7\"><span class=\"ez-toc-section\" id=\"Understanding_Incrementality_Testing_The_Causal_Approach_to_Attribution\"><\/span>\u7406\u89e3\u589e\u91cf\u6d4b\u8bd5\uff1a\u5f52\u56e0\u7684\u56e0\u679c\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"what-is-incrementality-testing%3F\" tabindex=\"-1\" data-source-line=\"9-9\"><span class=\"ez-toc-section\" id=\"What_Is_Incrementality_Testing\"><\/span>\u4ec0\u4e48\u662f\u589e\u91cf\u6d4b\u8bd5\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u589e\u91cf\u6d4b\u8bd5\u662f\u4e00\u79cd\u79d1\u5b66\u65b9\u6cd5\uff0c\u7528\u4e8e\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u5bf9\u4e1a\u52a1\u6210\u679c\u7684\u771f\u6b63\u56e0\u679c\u5f71\u54cd\u3002\u4e0e\u57fa\u4e8e\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u63a5\u89e6\u70b9\u5206\u914d\u529f\u52b3\u7684\u4f20\u7edf\u5f52\u56e0\u6a21\u578b\u4e0d\u540c\uff0c\u589e\u91cf\u6d4b\u8bd5\u901a\u8fc7\u6bd4\u8f83\u6d4b\u8bd5\u7ec4\uff08\u63a5\u89e6\u8425\u9500\u6d3b\u52a8\uff09\u548c\u5bf9\u7167\u7ec4\uff08\u672a\u63a5\u89e6\u8425\u9500\u6d3b\u52a8\uff09\u7684\u7ed3\u679c\u6765\u5206\u79bb\u7279\u5b9a\u8425\u9500\u6d3b\u52a8\u7684\u51c0\u6548\u5e94\u3002\u589e\u91cf\u6d4b\u8bd5\u56de\u7b54\u7684\u6839\u672c\u95ee\u9898\u662f\uff1a\u201c\u5982\u679c\u6211\u4eec\u6ca1\u6709\u5f00\u5c55\u8fd9\u9879\u8425\u9500\u6d3b\u52a8\uff0c\u4f1a\u53d1\u751f\u4ec0\u4e48\uff1f\u201d \u8fd9\u63ed\u793a\u4e86\u771f\u6b63\u7684\u589e\u91cf\u4ef7\u503c\u2014\u2014\u4ec5\u4ec5\u56e0\u4e3a\u8425\u9500\u6d3b\u52a8\u800c\u4ea7\u751f\u7684\u989d\u5916\u8f6c\u5316\u3001\u6536\u5165\u6216\u5176\u4ed6\u9884\u671f\u7ed3\u679c\u3002\u6839\u636e Johnson \u7b49\u4eba (2017) \u7684\u7814\u7a76\uff0c\u589e\u91cf\u6d4b\u8bd5\u63d0\u4f9b\u4e86\u201c\u8861\u91cf\u5e7f\u544a\u771f\u6b63\u56e0\u679c\u5f71\u54cd\u7684\u6307\u6807\uff0c\u4e0d\u53d7\u5e7f\u544a\u66dd\u5149\u4e0e\u7ed3\u679c\u4e4b\u95f4\u76f8\u5173\u6027\u7684\u5f71\u54cd\uff0c\u800c\u8fd9\u79cd\u76f8\u5173\u6027\u4f1a\u5f71\u54cd\u89c2\u5bdf\u65b9\u6cd5\u3002\u201d\n<h3 id=\"the-incrementality-formula\" tabindex=\"-1\" data-source-line=\"17-17\"><span class=\"ez-toc-section\" id=\"The_Incrementality_Formula\"><\/span>\u589e\u91cf\u516c\u5f0f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8ba1\u7b97\u589e\u91cf\u7684\u57fa\u672c\u516c\u5f0f\u662f\uff1a\n<code>\u589e\u91cf = \uff08\u6d4b\u8bd5\u8f6c\u5316\u7387 - \u63a7\u5236\u8f6c\u5316\u7387\uff09\/\u6d4b\u8bd5\u8f6c\u5316\u7387\n<\/code>\n\u4f8b\u5982\uff0c\u5982\u679c\u60a8\u7684\u6d4b\u8bd5\u7ec4\u7684\u8f6c\u5316\u7387\u4e3a 1.5%\uff0c\u800c\u5bf9\u7167\u7ec4\u7684\u8f6c\u5316\u7387\u4e3a 0.5%\uff1a\n<code>\u589e\u91cf = (1.5% - 0.5%) \/ 1.5% = 66.7%\n<\/code>\n\u8fd9\u610f\u5473\u7740\uff0c\u6d4b\u8bd5\u7ec4\u4e2d\u7684 66.7% \u8f6c\u5316\u786e\u5b9e\u7531\u6240\u6d4b\u8bd5\u7684\u8425\u9500\u6d3b\u52a8\u5f15\u8d77\uff0c\u800c\u5269\u4f59\u7684 33.3% \u8f6c\u5316\u65e0\u8bba\u66dd\u5149\u60c5\u51b5\u5982\u4f55\u90fd\u4f1a\u53d1\u751f\u3002\n<h3 id=\"the-limitations-of-traditional-attribution-models\" tabindex=\"-1\" data-source-line=\"33-33\"><span class=\"ez-toc-section\" id=\"The_Limitations_of_Traditional_Attribution_Models\"><\/span>\u4f20\u7edf\u5f52\u56e0\u6a21\u578b\u7684\u5c40\u9650\u6027<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\uff08\u5982\u9996\u6b21\u63a5\u89e6\u3001\u6700\u540e\u63a5\u89e6\u751a\u81f3\u591a\u70b9\u63a5\u89e6\u5f52\u56e0\uff09\u9762\u4e34\u7740\u589e\u91cf\u6d4b\u8bd5\u89e3\u51b3\u7684\u51e0\u4e2a\u9650\u5236\uff1a\n<ol data-source-line=\"37-46\">\n<li data-source-line=\"37-38\">\n<strong>\u76f8\u5173\u6027\u4e0e\u56e0\u679c\u5173\u7cfb<\/strong>\uff1a\u5f52\u56e0\u6a21\u578b\u663e\u793a\u63a5\u89e6\u70b9\u548c\u8f6c\u5316\u4e4b\u95f4\u5b58\u5728\u76f8\u5173\u6027\uff0c\u4f46\u65e0\u6cd5\u786e\u5b9a\u56e0\u679c\u5173\u7cfb\u3002\n<\/li>\n<li data-source-line=\"39-40\">\n<strong>\u9009\u62e9\u504f\u5dee<\/strong>\uff1a\u65e0\u8bba\u5e7f\u544a\u66dd\u5149\u7a0b\u5ea6\u5982\u4f55\uff0c\u770b\u5230\u5e7f\u544a\u7684\u7528\u6237\u672c\u8d28\u4e0a\u66f4\u6709\u53ef\u80fd\u8f6c\u5316\u3002\n<\/li>\n<li data-source-line=\"41-42\">\n<strong>\u5e73\u53f0\u504f\u89c1<\/strong>\uff1a\u7279\u5b9a\u4e8e\u5e73\u53f0\u7684\u5f52\u56e0\u6a21\u578b\u901a\u5e38\u4f1a\u5938\u5927\u5176\u5f71\u54cd\uff0c\u5c06\u672c\u6765\u5c31\u4f1a\u53d1\u751f\u7684\u8f6c\u5316\u5f52\u56e0\u4e8e\u8be5\u6a21\u578b\u3002\n<\/li>\n<li data-source-line=\"43-44\">\n<strong>Cookie \u9650\u5236<\/strong>\uff1a\u7b2c\u4e09\u65b9 cookie \u7684\u5f03\u7528\u548c\u9690\u79c1\u6cd5\u89c4\u7684\u52a0\u5f3a\u9650\u5236\u4e86\u4f20\u7edf\u5f52\u56e0\u65b9\u6cd5\u7684\u6709\u6548\u6027\u3002\n<\/li>\n<li data-source-line=\"45-46\">\n<strong>\u6e20\u9053\u5b64\u5c9b<\/strong>\uff1a\u6bcf\u4e2a\u6e20\u9053\u7684\u62a5\u544a\u90fd\u662f\u5b64\u7acb\u5b58\u5728\u7684\uff0c\u5bfc\u81f4\u5bf9\u8425\u9500\u7ee9\u6548\u7684\u89c2\u5bdf\u5206\u6563\u3002\n<\/li>\n<\/ol>\n\u6b63\u5982 Barajas \u7b49\u4eba (2016) \u5728\u5173\u4e8e\u5728\u7ebf\u5e7f\u544a\u5f52\u56e0\u5b9e\u9a8c\u8bbe\u8ba1\u7684\u7814\u7a76\u4e2d\u6307\u51fa\u7684\u90a3\u6837\uff0c\u201c\u4ec5\u57fa\u4e8e\u89c2\u5bdf\u6570\u636e\u7684\u5f52\u56e0\u6a21\u578b\u96be\u4ee5\u533a\u5206\u76f8\u5173\u6027\u548c\u56e0\u679c\u5173\u7cfb\uff0c\u8fd9\u53ef\u80fd\u4f1a\u5bfc\u81f4\u9884\u7b97\u5206\u914d\u51b3\u7b56\u4e0d\u7406\u60f3\u3002\u201d\n<h2 id=\"incrementality-testing-vs.-other-measurement-approaches\" tabindex=\"-1\" data-source-line=\"49-49\"><span class=\"ez-toc-section\" id=\"Incrementality_Testing_vs_Other_Measurement_Approaches\"><\/span>\u589e\u91cf\u6d4b\u8bd5\u4e0e\u5176\u4ed6\u6d4b\u91cf\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u4e3a\u4e86\u7406\u89e3\u589e\u91cf\u6d4b\u8bd5\u5728\u8425\u9500\u6d4b\u91cf\u751f\u6001\u7cfb\u7edf\u4e2d\u7684\u4f5c\u7528\uff0c\u8ba9\u6211\u4eec\u5c06\u5176\u4e0e\u5176\u4ed6\u5e38\u89c1\u65b9\u6cd5\u8fdb\u884c\u6bd4\u8f83\uff1a\n<table data-source-line=\"53-58\">\n<thead data-source-line=\"53-53\">\n<tr data-source-line=\"53-53\">\n<th>\u65b9\u6cd5<\/th>\n<th>\u4e3b\u8981\u529f\u80fd<\/th>\n<th>\u65f6\u95f4\u8303\u56f4<\/th>\n<th>\u4e3b\u8981\u4f18\u52bf<\/th>\n<th>\u5173\u952e\u9650\u5236<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"55-58\">\n<tr data-source-line=\"55-55\">\n<td><strong>\u6700\u540e\u63a5\u89e6\u5f52\u56e0<\/strong><\/td>\n<td>\u5c06\u8f6c\u5316\u5f52\u56e0\u4e8e\u6700\u7ec8\u63a5\u89e6\u70b9<\/td>\n<td>\u77ed\u671f<\/td>\n<td>\u7b80\u5355\u5b9e\u73b0<\/td>\n<td>\u5ffd\u7565\u65e9\u671f\u63a5\u89e6\u70b9\u7684\u5f71\u54cd<\/td>\n<\/tr>\n<tr data-source-line=\"56-56\">\n<td><strong>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0 (MTA)<\/strong><\/td>\n<td>\u5728\u5404\u4e2a\u63a5\u89e6\u70b9\u4e4b\u95f4\u5206\u914d\u4fe1\u7528<\/td>\n<td>\u77ed\u671f<\/td>\n<td>\u8ba4\u8bc6\u5230\u591a\u79cd\u5f71\u54cd<\/td>\n<td>\u4ecd\u7136\u76f8\u5173\uff0c\u4f46\u4e0d\u662f\u56e0\u679c\u5173\u7cfb<\/td>\n<\/tr>\n<tr data-source-line=\"57-57\">\n<td><strong>\u589e\u91cf\u6d4b\u8bd5<\/strong><\/td>\n<td>\u901a\u8fc7\u5b9e\u9a8c\u6d4b\u91cf\u56e0\u679c\u5f71\u54cd<\/td>\n<td>\u4e2d\u671f<\/td>\n<td>\u5efa\u7acb\u771f\u6b63\u7684\u56e0\u679c\u5f71\u54cd<\/td>\n<td>\u9700\u8981\u5927\u91cf\u6d41\u91cf<\/td>\n<\/tr>\n<tr data-source-line=\"58-58\">\n<td><strong>\u8425\u9500\u7ec4\u5408\u6a21\u578b\uff08MMM\uff09<\/strong><\/td>\n<td>\u5206\u6790\u8425\u9500\u53d8\u91cf\u5bf9\u7ed3\u679c\u7684\u5f71\u54cd<\/td>\n<td>\u957f\u671f<\/td>\n<td>\u7eb3\u5165\u5916\u90e8\u56e0\u7d20<\/td>\n<td>\u5e7f\u544a\u6d3b\u52a8\u5c42\u9762\u7684\u7c92\u5ea6\u6709\u9650<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 id=\"how-incrementality-testing-complements-attribution-models\" tabindex=\"-1\" data-source-line=\"60-60\"><span class=\"ez-toc-section\" id=\"How_Incrementality_Testing_Complements_Attribution_Models\"><\/span>\u589e\u91cf\u6d4b\u8bd5\u5982\u4f55\u8865\u5145\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u589e\u91cf\u6d4b\u8bd5\u5e76\u975e\u53d6\u4ee3\u5f52\u56e0\u6a21\u578b\uff0c\u800c\u662f\u901a\u8fc7\u5bf9\u5176\u7ed3\u679c\u8fdb\u884c\u771f\u5b9e\u6027\u68c0\u9a8c\u6765\u8865\u5145\u5f52\u56e0\u6a21\u578b\u3002\u5168\u9762\u7684\u8861\u91cf\u7b56\u7565\u53ef\u80fd\u5305\u62ec\uff1a\n<ol data-source-line=\"64-67\">\n<li data-source-line=\"64-64\"><strong>\u5f52\u56e0\u6a21\u578b<\/strong>\u00a0\u7528\u4e8e\u65e5\u5e38\u4f18\u5316\u548c\u4e86\u89e3\u5ba2\u6237\u65c5\u7a0b<\/li>\n<li data-source-line=\"65-65\"><strong>\u589e\u91cf\u6d4b\u8bd5<\/strong>\u00a0\u7528\u4e8e\u9a8c\u8bc1\u6e20\u9053\u6709\u6548\u6027\u548c\u5236\u5b9a\u6218\u7565\u9884\u7b97\u51b3\u7b56<\/li>\n<li data-source-line=\"66-67\"><strong>\u8425\u9500\u7ec4\u5408\u6a21\u578b<\/strong>\u00a0\u8fdb\u884c\u957f\u671f\u89c4\u5212\u5e76\u4e86\u89e3\u66f4\u5e7f\u6cdb\u7684\u5e02\u573a\u5f71\u54cd<\/li>\n<\/ol>\n\u6b63\u5982 Lewis \u548c Rao (2015) \u5728\u4ed6\u4eec\u5173\u4e8e\u8861\u91cf\u5e7f\u544a\u56de\u62a5\u7684\u7814\u7a76\u4e2d\u89c2\u5bdf\u5230\u7684\u90a3\u6837\uff0c\u201c\u5b9e\u9a8c\u65b9\u6cd5\u548c\u89c2\u5bdf\u65b9\u6cd5\u7684\u7ed3\u5408\u53ef\u4ee5\u6700\u5b8c\u6574\u5730\u53cd\u6620\u5e7f\u544a\u6548\u679c\u3002\u201d\n<h2 id=\"types-of-incrementality-testing-methodologies\" tabindex=\"-1\" data-source-line=\"70-70\"><span class=\"ez-toc-section\" id=\"Types_of_Incrementality_Testing_Methodologies\"><\/span>\u589e\u91cf\u6d4b\u8bd5\u65b9\u6cd5\u7684\u7c7b\u578b<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5b58\u5728\u51e0\u79cd\u7528\u4e8e\u5b9e\u65bd\u589e\u91cf\u6d4b\u8bd5\u7684\u65b9\u6cd5\uff0c\u6bcf\u79cd\u65b9\u6cd5\u90fd\u6709\u5176\u81ea\u8eab\u7684\u4f18\u52bf\u548c\u5c40\u9650\u6027\uff1a\n<h3 id=\"1.-intent-to-treat-(itt)-testing\" tabindex=\"-1\" data-source-line=\"74-74\"><span class=\"ez-toc-section\" id=\"1_Intent-to-Treat_ITT_Testing\"><\/span>1. \u610f\u5411\u6cbb\u7597\uff08ITT\uff09\u6d4b\u8bd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\nITT \u4e5f\u79f0\u4e3a\u53d7\u4f17\u4fdd\u7559\u6d4b\u8bd5\uff0c\u662f\u6307\u968f\u673a\u9009\u62e9\u4e00\u90e8\u5206\u76ee\u6807\u53d7\u4f17\uff08\u5bf9\u7167\u7ec4\uff09\u4e0d\u64ad\u653e\u5e7f\u544a\u3002\u5176\u4f59\u53d7\u4f17\uff08\u6d4b\u8bd5\u7ec4\uff09\u5219\u7167\u5e38\u64ad\u653e\u5e7f\u544a\u3002\n<strong>\u4f18\u70b9\uff1a<\/strong>\n<ul data-source-line=\"79-82\">\n<li data-source-line=\"79-79\">\u76f8\u5bf9\u5bb9\u6613\u5b9e\u73b0<\/li>\n<li data-source-line=\"80-80\">\u9664\u6b63\u5e38\u5e7f\u544a\u652f\u51fa\u5916\u65e0\u9700\u989d\u5916\u8d39\u7528<\/li>\n<li data-source-line=\"81-82\">\u53ef\u4ee5\u901a\u8fc7\u5927\u591a\u6570\u5e7f\u544a\u5e73\u53f0\u5b9e\u73b0<\/li>\n<\/ul>\n<strong>\u7f3a\u70b9\uff1a<\/strong>\n<ul data-source-line=\"84-86\">\n<li data-source-line=\"84-84\">\u5f53\u6d4b\u8bd5\u7ec4\u4e2d\u7684\u8bb8\u591a\u7528\u6237\u5b9e\u9645\u4e0a\u6ca1\u6709\u63a5\u89e6\u8fc7\u5e7f\u544a\u65f6\uff0c\u6570\u636e\u5c31\u4f1a\u53d8\u5f97\u201c\u5608\u6742\u201d<\/li>\n<li data-source-line=\"85-86\">\u9700\u8981\u5927\u91cf\u6837\u672c\u624d\u80fd\u4f53\u73b0\u7edf\u8ba1\u610f\u4e49<\/li>\n<\/ul>\n<h3 id=\"2.-psa-(public-service-announcement)-testing\" tabindex=\"-1\" data-source-line=\"87-87\"><span class=\"ez-toc-section\" id=\"2_PSA_Public_Service_Announcement_Testing\"><\/span>2. PSA\uff08\u516c\u5171\u670d\u52a1\u516c\u544a\uff09\u6d4b\u8bd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5728\u516c\u76ca\u5e7f\u544a\u6d4b\u8bd5\u4e2d\uff0c\u5bf9\u7167\u7ec4\u6536\u5230\u7684\u662f\u975e\u5546\u4e1a\u516c\u76ca\u5e7f\u544a\uff0c\u800c\u4e0d\u662f\u54c1\u724c\u5e7f\u544a\u3002\u8fd9\u786e\u4fdd\u4e24\u7ec4\u90fd\u80fd\u63a5\u89e6\u5230\u67d0\u79cd\u5f62\u5f0f\u7684\u5e7f\u544a\u3002\n<strong>\u4f18\u70b9\uff1a<\/strong>\n<ul data-source-line=\"92-94\">\n<li data-source-line=\"92-92\">\u51cf\u5c11\u9009\u62e9\u504f\u5dee\uff08\u4e24\u7ec4\u4eba\u90fd\u770b\u5230\u5e7f\u544a\uff09<\/li>\n<li data-source-line=\"93-94\">\u521b\u5efa\u66f4\u5177\u53ef\u6bd4\u6027\u7684\u6d4b\u8bd5\u7ec4\u548c\u5bf9\u7167\u7ec4<\/li>\n<\/ul>\n<strong>\u7f3a\u70b9\uff1a<\/strong>\n<ul data-source-line=\"96-98\">\n<li data-source-line=\"96-96\">\u6210\u672c\u9ad8\u6602\uff08\u652f\u4ed8\u5bf9\u7167\u7ec4\u7684\u5c55\u793a\u8d39\u7528\uff09<\/li>\n<li data-source-line=\"97-98\">PSA \u5185\u5bb9\u4e0e\u54c1\u724c\u5185\u5bb9\u4e0d\u540c\uff0c\u53ef\u80fd\u4f1a\u9020\u6210\u504f\u89c1<\/li>\n<\/ul>\n<h3 id=\"3.-ghost-ads\" tabindex=\"-1\" data-source-line=\"99-99\"><span class=\"ez-toc-section\" id=\"3_Ghost_Ads\"><\/span>3.\u5e7d\u7075\u5e7f\u544a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5e7d\u7075\u5e7f\u544a\u662f\u4e00\u79cd\u590d\u6742\u7684\u65b9\u6cd5\uff0c\u5e7f\u544a\u6295\u653e\u7cfb\u7edf\u4f1a\u8bc6\u522b\u90a3\u4e9b\u539f\u672c\u5e94\u8be5\u770b\u5230\u5e7f\u544a\u7684\u7528\u6237\uff0c\u4f46\u5374\u6ca1\u6709\u5411\u4ed6\u4eec\u5c55\u793a\u4efb\u4f55\u5e7f\u544a\uff0c\u6216\u8005\u5411\u4ed6\u4eec\u5c55\u793a\u4e86\u5176\u4ed6\u5e7f\u544a\u5546\u7684\u5e7f\u544a\u3002\u7cfb\u7edf\u4f1a\u8bb0\u5f55\u8fd9\u4e9b\u201c\u5e7d\u7075\u5370\u8c61\u201d\u4ee5\u4f9b\u5206\u6790\u3002\n<strong>\u4f18\u70b9\uff1a<\/strong>\n<ul data-source-line=\"104-107\">\n<li data-source-line=\"104-104\">\u901a\u8fc7\u51c6\u786e\u8bc6\u522b\u54ea\u4e9b\u63a7\u5236\u7528\u6237\u4f1a\u770b\u5230\u5e7f\u544a\u6765\u6d88\u9664\u566a\u97f3<\/li>\n<li data-source-line=\"105-105\">\u63a7\u5236\u5370\u8c61\u65e0\u9700\u989d\u5916\u8d39\u7528<\/li>\n<li data-source-line=\"106-107\">\u51cf\u5c11\u9009\u62e9\u504f\u5dee<\/li>\n<\/ul>\n<strong>\u7f3a\u70b9\uff1a<\/strong>\n<ul data-source-line=\"109-111\">\n<li data-source-line=\"109-109\">\u9700\u8981\u4e0e\u5e7f\u544a\u5e73\u53f0\u96c6\u6210<\/li>\n<li data-source-line=\"110-111\">\u66f4\u590d\u6742\u7684\u5b9e\u73b0<\/li>\n<\/ul>\n<h3 id=\"4.-ghost-bidding\" tabindex=\"-1\" data-source-line=\"112-112\"><span class=\"ez-toc-section\" id=\"4_Ghost_Bidding\"><\/span>4. \u5e7d\u7075\u7ade\u6807<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5e7d\u7075\u7ade\u4ef7\u662f\u4e13\u4e3a\u7a0b\u5e8f\u5316\u5e7f\u544a\u8bbe\u8ba1\u7684\u5e7d\u7075\u5e7f\u544a\u7684\u4e00\u79cd\u53d8\u4f53\u3002\u7cfb\u7edf\u4f1a\u5411\u5bf9\u7167\u7ec4\u7528\u6237\u53d1\u51fa\u201c\u5e7d\u7075\u7ade\u4ef7\u201d\uff0c\u4f46\u5b9e\u9645\u4e0a\u5e76\u4e0d\u4f1a\u8d62\u5f97\u5c55\u793a\u673a\u4f1a\u3002\n<strong>\u4f18\u70b9\uff1a<\/strong>\n<ul data-source-line=\"117-120\">\n<li data-source-line=\"117-117\">\u66f4\u7cbe\u51c6\u7684\u518d\u8425\u9500\u6d3b\u52a8<\/li>\n<li data-source-line=\"118-118\">\u663e\u8457\u964d\u4f4e\u6570\u636e\u4e2d\u7684\u566a\u58f0<\/li>\n<li data-source-line=\"119-120\">\u7ecf\u6d4e\u9ad8\u6548<\/li>\n<\/ul>\n<strong>\u7f3a\u70b9\uff1a<\/strong>\n<ul data-source-line=\"122-124\">\n<li data-source-line=\"122-122\">\u9700\u8981\u4e0e\u7ade\u4ef7\u7cfb\u7edf\u8fdb\u884c\u6df1\u5ea6\u6280\u672f\u6574\u5408<\/li>\n<li data-source-line=\"123-124\">\u4ec5\u9650\u4e8e\u7a0b\u5e8f\u5316\u6e20\u9053<\/li>\n<\/ul>\n<h3 id=\"5.-geo-experimentation\" tabindex=\"-1\" data-source-line=\"125-125\"><span class=\"ez-toc-section\" id=\"5_Geo-Experimentation\"><\/span>5. \u5730\u7406\u5b9e\u9a8c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5730\u7406\u5b9e\u9a8c\u5305\u62ec\u9009\u62e9\u5730\u7406\u533a\u57df\u4f5c\u4e3a\u6d4b\u8bd5\u533a\u57df\u548c\u63a7\u5236\u533a\u57df\uff0c\u5728\u6d4b\u8bd5\u533a\u57df\u5f00\u5c55\u6d3b\u52a8\uff0c\u800c\u5728\u63a7\u5236\u533a\u57df\u5219\u4e0d\u5f00\u5c55\u6d3b\u52a8\u3002\n<strong>\u4f18\u70b9\uff1a<\/strong>\n<ul data-source-line=\"130-133\">\n<li data-source-line=\"130-130\">\u53ef\u4ee5\u540c\u65f6\u8861\u91cf\u591a\u4e2a\u6e20\u9053\u7684\u5f71\u54cd<\/li>\n<li data-source-line=\"131-131\">\u6709\u52a9\u4e8e\u8861\u91cf\u7ebf\u4e0b\u548c\u7ebf\u4e0a\u5f71\u54cd<\/li>\n<li data-source-line=\"132-133\">\u9002\u7528\u4e8e\u5168\u6e20\u9053\u8425\u9500\u6d3b\u52a8<\/li>\n<\/ul>\n<strong>\u7f3a\u70b9\uff1a<\/strong>\n<ul data-source-line=\"135-138\">\n<li data-source-line=\"135-135\">\u9700\u8981\u5177\u6709\u76f8\u4f3c\u7279\u5f81\u7684\u5730\u7406\u533a\u57df<\/li>\n<li data-source-line=\"136-136\">\u53ef\u80fd\u53d7\u533a\u57df\u53d8\u91cf\u5f71\u54cd<\/li>\n<li data-source-line=\"137-138\">\u9700\u8981\u5927\u89c4\u6a21\u624d\u80fd\u6709\u6548<\/li>\n<\/ul>\n\u6839\u636e Barajas \u7b49\u4eba (2021) \u5728 ACM \u671f\u520a\u4e0a\u53d1\u8868\u7684\u7814\u7a76\uff0c\u4e0e\u4f20\u7edf\u65b9\u6cd5\u76f8\u6bd4\uff0c\u4f7f\u7528\u5e7d\u7075\u51fa\u4ef7\u7684\u9ad8\u7ea7\u589e\u91cf\u6d4b\u8bd5\u65b9\u6cd5\u53ef\u4ee5\u5c06\u8fbe\u5230\u7edf\u8ba1\u663e\u8457\u6027\u6240\u9700\u7684\u5e7f\u544a\u5546\u9884\u7b97\u51cf\u5c11\u9ad8\u8fbe 85%\u3002\n<h2 id=\"implementing-incrementality-testing%3A-a-step-by-step-guide\" tabindex=\"-1\" data-source-line=\"141-141\"><span class=\"ez-toc-section\" id=\"Implementing_Incrementality_Testing_A_Step-by-Step_Guide\"><\/span>\u5b9e\u65bd\u589e\u91cf\u6d4b\u8bd5\uff1a\u5206\u6b65\u6307\u5357<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5b9e\u65bd\u589e\u91cf\u6d4b\u8bd5\u9700\u8981\u7cbe\u5fc3\u89c4\u5212\u548c\u6267\u884c\u3002\u4ee5\u4e0b\u662f\u8fdb\u884c\u6709\u6548\u589e\u91cf\u6d4b\u8bd5\u7684\u6846\u67b6\uff1a\n<h3 id=\"1.-define-clear-objectives-and-hypotheses\" tabindex=\"-1\" data-source-line=\"145-145\"><span class=\"ez-toc-section\" id=\"1_Define_Clear_Objectives_and_Hypotheses\"><\/span>1. \u660e\u786e\u76ee\u6807\u548c\u5047\u8bbe<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9996\u5148\u660e\u786e\u5b9a\u4e49\u60a8\u60f3\u8981\u6d4b\u8bd5\u7684\u5185\u5bb9\u4ee5\u53ca\u60a8\u60f3\u8981\u56de\u7b54\u7684\u95ee\u9898\uff1a\n<ul data-source-line=\"149-152\">\n<li data-source-line=\"149-149\">\u60a8\u6b63\u5728\u6d4b\u8bd5\u54ea\u4e2a\u7279\u5b9a\u6e20\u9053\u6216\u6d3b\u52a8\uff1f<\/li>\n<li data-source-line=\"150-150\">\u60a8\u6b63\u5728\u8861\u91cf\u7684\u5173\u952e\u7ee9\u6548\u6307\u6807 (KPI) \u662f\u4ec0\u4e48\uff1f<\/li>\n<li data-source-line=\"151-152\">\u60a8\u5047\u8bbe\u7684\u589e\u91cf\u662f\u591a\u5c11\uff1f<\/li>\n<\/ul>\n\u793a\u4f8b\u5047\u8bbe\uff1a\u201c\u5c06\u6211\u4eec\u5728\u54c1\u724c\u8bcd\u4e0a\u7684\u4ed8\u8d39\u641c\u7d22\u652f\u51fa\u589e\u52a0 30% \u5c06\u4ea7\u751f\u5177\u6709\u6b63\u6295\u8d44\u56de\u62a5\u7387\u7684\u589e\u91cf\u8f6c\u5316\u3002\u201d\n<h3 id=\"2.-design-the-experiment\" tabindex=\"-1\" data-source-line=\"155-155\"><span class=\"ez-toc-section\" id=\"2_Design_the_Experiment\"><\/span>2. \u8bbe\u8ba1\u5b9e\u9a8c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5b9e\u9a8c\u8bbe\u8ba1\u5bf9\u4e8e\u4ea7\u751f\u53ef\u9760\u7684\u7ed3\u679c\u81f3\u5173\u91cd\u8981\uff1a\n<strong>\u6837\u672c\u91cf\u8ba1\u7b97<\/strong>\uff1a\u6839\u636e\u4ee5\u4e0b\u56e0\u7d20\u786e\u5b9a\u7edf\u8ba1\u663e\u8457\u6027\u6240\u9700\u7684\u6700\u5c0f\u6837\u672c\u91cf\uff1a\n<ul data-source-line=\"161-165\">\n<li data-source-line=\"161-161\">\u9884\u671f\u8f6c\u5316\u7387<\/li>\n<li data-source-line=\"162-162\">\u6700\u5c0f\u53ef\u68c0\u6d4b\u6548\u5e94\u5927\u5c0f<\/li>\n<li data-source-line=\"163-163\">\u6240\u9700\u7684\u7f6e\u4fe1\u6c34\u5e73\uff08\u901a\u5e38\u4e3a 95%\uff09<\/li>\n<li data-source-line=\"164-165\">\u7edf\u8ba1\u529f\u6548\uff08\u901a\u5e38\u4e3a 80%\uff09<\/li>\n<\/ul>\n<strong>\u968f\u673a\u5316\u7b56\u7565<\/strong>\uff1a\u9009\u62e9\u9002\u5f53\u7684\u968f\u673a\u5316\u65b9\u6cd5\uff1a\n<ul data-source-line=\"168-171\">\n<li data-source-line=\"168-168\">\u7528\u6237\u7ea7\u968f\u673a\u5316<\/li>\n<li data-source-line=\"169-169\">\u5730\u7406\u968f\u673a\u5316<\/li>\n<li data-source-line=\"170-171\">\u57fa\u4e8e\u65f6\u95f4\u7684\u968f\u673a\u5316<\/li>\n<\/ul>\n<strong>\u5bf9\u7167\u7ec4\u5927\u5c0f<\/strong>\uff1a\u901a\u5e38\uff0c\u5bf9\u7167\u7ec4\u5360\u603b\u53d7\u4f17\u7684 10% \u5230 50% \u4e0d\u7b49\u3002\u5c0f\u578b\u4f01\u4e1a\u53ef\u80fd\u9700\u8981\u66f4\u5927\u7684\u5bf9\u7167\u7ec4\u624d\u80fd\u8fbe\u5230\u7edf\u8ba1\u663e\u8457\u6027\u3002\n<h3 id=\"3.-set-up-proper-measurement-infrastructure\" tabindex=\"-1\" data-source-line=\"175-175\"><span class=\"ez-toc-section\" id=\"3_Set_Up_Proper_Measurement_Infrastructure\"><\/span>3. \u5efa\u7acb\u9002\u5f53\u7684\u6d4b\u91cf\u57fa\u7840\u8bbe\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u786e\u4fdd\u60a8\u62e5\u6709\u6b63\u786e\u7684\u8ddf\u8e2a\u548c\u6d4b\u91cf\u7cfb\u7edf\uff1a\n<ul data-source-line=\"179-183\">\n<li data-source-line=\"179-179\">\u914d\u7f6e\u5206\u6790\u5e73\u53f0\u6765\u7ec6\u5206\u6d4b\u8bd5\u7ec4\u548c\u63a7\u5236\u7ec4<\/li>\n<li data-source-line=\"180-180\">\u5b9e\u65bd\u9002\u5f53\u7684\u6807\u8bb0\u4ee5\u8fdb\u884c\u8f6c\u5316\u8ddf\u8e2a<\/li>\n<li data-source-line=\"181-181\">\u8bbe\u7f6e\u4eea\u8868\u677f\u6765\u76d1\u63a7\u6d4b\u8bd5\u8fdb\u5ea6<\/li>\n<li data-source-line=\"182-183\">\u8003\u8651\u4f7f\u7528\u4e13\u95e8\u7684\u589e\u91cf\u6d4b\u8bd5\u5e73\u53f0<\/li>\n<\/ul>\n<h3 id=\"4.-execute-the-test\" tabindex=\"-1\" data-source-line=\"184-184\"><span class=\"ez-toc-section\" id=\"4_Execute_the_Test\"><\/span>4.\u6267\u884c\u6d4b\u8bd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8fd0\u884c\u6d4b\u8bd5\u65f6\uff1a\n<ul data-source-line=\"188-192\">\n<li data-source-line=\"188-188\">\u4e25\u683c\u533a\u5206\u6d4b\u8bd5\u7ec4\u548c\u5bf9\u7167\u7ec4<\/li>\n<li data-source-line=\"189-189\">\u8fd0\u884c\u8db3\u591f\u957f\u7684\u6d4b\u8bd5\u6765\u6355\u6349\u5b8c\u6574\u7684\u5ba2\u6237\u65c5\u7a0b<\/li>\n<li data-source-line=\"190-190\">\u907f\u514d\u5728\u6d4b\u8bd5\u671f\u95f4\u8fdb\u884c\u5176\u4ed6\u91cd\u5927\u8425\u9500\u53d8\u66f4<\/li>\n<li data-source-line=\"191-192\">\u76d1\u63a7\u4efb\u4f55\u5f02\u5e38\u6216\u6280\u672f\u95ee\u9898<\/li>\n<\/ul>\n<h3 id=\"5.-analyze-results-and-extract-insights\" tabindex=\"-1\" data-source-line=\"193-193\"><span class=\"ez-toc-section\" id=\"5_Analyze_Results_and_Extract_Insights\"><\/span>5.\u5206\u6790\u7ed3\u679c\u5e76\u63d0\u53d6\u89c1\u89e3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6d4b\u8bd5\u7ed3\u675f\u540e\uff1a\n<ul data-source-line=\"197-201\">\n<li data-source-line=\"197-197\">\u4f7f\u7528\u4e4b\u524d\u63d0\u4f9b\u7684\u516c\u5f0f\u8ba1\u7b97\u589e\u91cf<\/li>\n<li data-source-line=\"198-198\">\u786e\u5b9a\u7edf\u8ba1\u663e\u8457\u6027\uff08p\u503c\uff09<\/li>\n<li data-source-line=\"199-199\">\u8ba1\u7b97\u7f6e\u4fe1\u533a\u95f4<\/li>\n<li data-source-line=\"200-201\">\u5c06\u7ed3\u679c\u8f6c\u5316\u4e3a\u4e1a\u52a1\u6307\u6807\uff08ROI\u3001ROAS\u7b49\uff09<\/li>\n<\/ul>\n<h3 id=\"6.-take-action-and-iterate\" tabindex=\"-1\" data-source-line=\"202-202\"><span class=\"ez-toc-section\" id=\"6_Take_Action_and_Iterate\"><\/span>6.\u91c7\u53d6\u884c\u52a8\u5e76\u4e0d\u65ad\u8fed\u4ee3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6839\u636e\u6d4b\u8bd5\u7ed3\u679c\uff1a\n<ul data-source-line=\"206-210\">\n<li data-source-line=\"206-206\">\u8c03\u6574\u6e20\u9053\/\u6d3b\u52a8\u7684\u9884\u7b97\uff0c\u5e76\u8bc1\u660e\u5176\u5177\u6709\u589e\u91cf\u6027<\/li>\n<li data-source-line=\"207-207\">\u8003\u8651\u7f29\u51cf\u4f4e\u589e\u91cf\u7684\u6e20\u9053<\/li>\n<li data-source-line=\"208-208\">\u8bbe\u8ba1\u540e\u7eed\u5b9e\u9a8c\u4ee5\u8fdb\u4e00\u6b65\u4f18\u5316<\/li>\n<li data-source-line=\"209-210\">\u5b9e\u65bd\u8fde\u7eed\u6d4b\u8bd5\u5468\u671f<\/li>\n<\/ul>\n<h2 id=\"real-world-incrementality-testing-case-studies\" tabindex=\"-1\" data-source-line=\"211-211\"><span class=\"ez-toc-section\" id=\"Real-World_Incrementality_Testing_Case_Studies\"><\/span>\u771f\u5b9e\u4e16\u754c\u7684\u589e\u91cf\u6d4b\u8bd5\u6848\u4f8b\u7814\u7a76<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"case-study-1%3A-e-commerce-retailer-evaluates-social-media-impact\" tabindex=\"-1\" data-source-line=\"213-213\"><span class=\"ez-toc-section\" id=\"Case_Study_1_E-Commerce_Retailer_Evaluates_Social_Media_Impact\"><\/span>\u6848\u4f8b\u7814\u7a761\uff1a\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5546\u8bc4\u4f30\u793e\u4ea4\u5a92\u4f53\u5f71\u54cd\u529b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\u6311\u6218<\/strong>\uff1a\u4e00\u5bb6\u4e2d\u578b\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5546\u5728\u793e\u4ea4\u5a92\u4f53\u5e7f\u544a\u4e0a\u6295\u5165\u4e86\u5927\u91cf\u8d44\u91d1\uff0c\u4f46\u4e0d\u786e\u5b9a\u9664\u4e86\u5e73\u53f0\u62a5\u544a\u7684\u8f6c\u5316\u7387\u4e4b\u5916\uff0c\u5176\u771f\u6b63\u7684\u5f71\u54cd\u3002\n<strong>\u65b9\u6cd5<\/strong>\uff1a\u4ed6\u4eec\u5728 Facebook \u5e7f\u544a\u6d3b\u52a8\u4e2d\u4f7f\u7528\u5e7d\u7075\u7ade\u4ef7\u5b9e\u65bd\u4e86\u589e\u91cf\u6d4b\u8bd5\uff0c\u5c06 20% \u7684\u53d7\u4f17\u5206\u914d\u7ed9\u4e86\u5bf9\u7167\u7ec4\u3002\n<strong>\u6210\u679c<\/strong>:\n<ul data-source-line=\"220-224\">\n<li data-source-line=\"220-220\">\u5e73\u53f0\u5f52\u56e0\u5e26\u6765\u4e86 4.5 \u500d\u7684 ROAS<\/li>\n<li data-source-line=\"221-221\">\u589e\u91cf\u6d4b\u8bd5\u663e\u793a ROAS \u589e\u91cf\u4e3a 2.2 \u500d<\/li>\n<li data-source-line=\"222-222\">\u65e0\u8bba\u5982\u4f55\uff0c51% \u7684\u5e73\u53f0\u5f52\u56e0\u8f6c\u5316\u90fd\u4f1a\u53d1\u751f<\/li>\n<li data-source-line=\"223-224\">\u8be5\u54c1\u724c\u901a\u8fc7\u5c06\u9884\u7b97\u91cd\u65b0\u5206\u914d\u7ed9\u6548\u679c\u66f4\u597d\u7684\u5e7f\u544a\u7ec4\uff0c\u5c06\u6bcf\u6b21\u8f6c\u5316\u8d39\u7528\u964d\u4f4e\u4e86 30%<\/li>\n<\/ul>\n<strong>\u5173\u952e\u6d1e\u5bdf<\/strong>\uff1a\u5e73\u53f0\u62a5\u544a\u5c06\u6d3b\u52a8\u5f71\u54cd\u529b\u9ad8\u4f30\u4e86\u8fd1\u4e00\u500d\uff0c\u5bfc\u81f4\u9884\u7b97\u5206\u914d\u4e0d\u7406\u60f3\u3002\n<h3 id=\"case-study-2%3A-saas-company-resolves-attribution-conflict\" tabindex=\"-1\" data-source-line=\"227-227\"><span class=\"ez-toc-section\" id=\"Case_Study_2_SaaS_Company_Resolves_Attribution_Conflict\"><\/span>\u6848\u4f8b\u7814\u7a762\uff1aSaaS\u516c\u53f8\u89e3\u51b3\u5f52\u56e0\u51b2\u7a81<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\u6311\u6218<\/strong>\uff1a\u4e00\u5bb6 B2B SaaS \u516c\u53f8\u5728 Google Analytics\uff08\u5f52\u56e0\u4e8e\u81ea\u7136\u641c\u7d22\uff09\u548c\u4ed8\u8d39\u5a92\u4f53\u5e73\u53f0\uff08\u58f0\u79f0\u6709\u76f8\u540c\u7684\u8f6c\u5316\u6b21\u6570\uff09\u4e4b\u95f4\u5b58\u5728\u51b2\u7a81\u7684\u5f52\u56e0\u6570\u636e\u3002\n<strong>\u65b9\u6cd5<\/strong>\uff1a\u4ed6\u4eec\u5bf9\u975e\u54c1\u724c\u672f\u8bed\u7684\u4ed8\u8d39\u641c\u7d22\u6d3b\u52a8\u8fdb\u884c\u4e86\u4fdd\u7559\u6d4b\u8bd5\uff0c\u6682\u65f6\u6682\u505c\u4e86\u9488\u5bf9\u76ee\u6807\u53d7\u4f17\u4e2d\u968f\u673a\u9009\u62e9\u7684 30% \u7684\u6d3b\u52a8\u3002\n<strong>\u6210\u679c<\/strong>:\n<ul data-source-line=\"234-237\">\n<li data-source-line=\"234-234\">\u975e\u54c1\u724c\u641c\u7d22\u8bcd\u4ec5\u663e\u793a 12% \u589e\u91cf<\/li>\n<li data-source-line=\"235-235\">\u54c1\u724c\u8bcd\u663e\u793a 68% \u589e\u91cf<\/li>\n<li data-source-line=\"236-237\">\u5c06\u9884\u7b97\u4ece\u4f4e\u589e\u91cf\u6d3b\u52a8\u8f6c\u79fb\u5230\u9ad8\u589e\u91cf\u6d3b\u52a8\uff0c\u4f7f\u603b\u4f53\u7ebf\u7d22\u91cf\u589e\u52a0\u4e86 24%<\/li>\n<\/ul>\n<strong>\u5173\u952e\u6d1e\u5bdf<\/strong>\uff1a\u8bb8\u591a\u975e\u54c1\u724c\u4ed8\u8d39\u641c\u7d22\u70b9\u51fb\u65e0\u8bba\u5982\u4f55\u90fd\u4f1a\u4ea7\u751f\u81ea\u7136\u70b9\u51fb\uff0c\u4ece\u800c\u5bfc\u81f4\u5927\u91cf\u9884\u7b97\u6d6a\u8d39\u3002\n<h3 id=\"case-study-3%3A-incrementality-testing-reveals-true-impact-of-display-advertising\" tabindex=\"-1\" data-source-line=\"240-240\"><span class=\"ez-toc-section\" id=\"Case_Study_3_Incrementality_Testing_Reveals_True_Impact_of_Display_Advertising\"><\/span>\u6848\u4f8b\u7814\u7a76 3\uff1a\u589e\u91cf\u6d4b\u8bd5\u63ed\u793a\u5c55\u793a\u5e7f\u544a\u7684\u771f\u6b63\u5f71\u54cd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<strong>\u6311\u6218<\/strong>\uff1a\u4e00\u5bb6\u4fdd\u9669\u516c\u53f8\u5bf9\u5c55\u793a\u5e7f\u544a\u548c\u539f\u751f\u7a0b\u5e8f\u5316\u5e7f\u544a\u7684\u4ef7\u503c\u63d0\u51fa\u4e86\u8d28\u7591\uff0c\u56e0\u4e3a\u8fd9\u4e9b\u5e7f\u544a\u5728\u6700\u540e\u63a5\u89e6\u5f52\u56e0\u62a5\u544a\u4e2d\u8868\u73b0\u4e0d\u4f73\u3002\n<strong>\u65b9\u6cd5<\/strong>\uff1a\u4ed6\u4eec\u5728\u7a0b\u5e8f\u5316\u5e7f\u544a\u6d3b\u52a8\u4e2d\u5b9e\u65bd\u4e86\u5e7d\u7075\u7ade\u4ef7\u589e\u91cf\u6d4b\u8bd5\uff0c\u4ee5\u8861\u91cf\u771f\u6b63\u7684\u589e\u91cf\u5f71\u54cd\u3002\n<strong>\u6210\u679c<\/strong>:\n<ul data-source-line=\"247-250\">\n<li data-source-line=\"247-247\">87% \u7684\u6700\u540e\u63a5\u89e6\u5f52\u56e0\u4f4e\u4f30\u4e86\u5c55\u793a\u5e7f\u544a\u548c\u539f\u751f\u5e7f\u544a<\/li>\n<li data-source-line=\"248-248\">\u5c3d\u7ba1\u5f52\u56e0\u62a5\u544a\u663e\u793a\u8425\u9500\u6d3b\u52a8\u6548\u679c\u4e0d\u4f73\uff0c\u4f46\u5176\u6295\u8d44\u56de\u62a5\u7387\u5374\u5448\u73b0\u6b63\u589e\u957f<\/li>\n<li data-source-line=\"249-250\">\u57fa\u4e8e\u589e\u91cf\u6d1e\u5bdf\u7684\u9884\u7b97\u91cd\u65b0\u5206\u914d\u4f7f\u603b\u8f6c\u5316\u6b21\u6570\u589e\u52a0\u4e86 31%<\/li>\n<\/ul>\n<strong>\u5173\u952e\u6d1e\u5bdf<\/strong>\uff1a\u5f52\u56e0\u6a21\u578b\u660e\u663e\u4f4e\u4f30\u4e86\u5f71\u54cd\u8f6c\u5316\u4f46\u5e76\u975e\u6700\u540e\u63a5\u89e6\u7684\u6f0f\u6597\u4e0a\u5c42\u6d3b\u52a8\u3002\n<h2 id=\"challenges-and-best-practices-in-incrementality-testing\" tabindex=\"-1\" data-source-line=\"253-253\"><span class=\"ez-toc-section\" id=\"Challenges_and_Best_Practices_in_Incrementality_Testing\"><\/span>\u589e\u91cf\u6d4b\u8bd5\u7684\u6311\u6218\u548c\u6700\u4f73\u5b9e\u8df5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"common-challenges\" tabindex=\"-1\" data-source-line=\"255-255\"><span class=\"ez-toc-section\" id=\"Common_Challenges\"><\/span>\u5e38\u89c1\u6311\u6218<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"1.-statistical-significance\" tabindex=\"-1\" data-source-line=\"257-257\"><span class=\"ez-toc-section\" id=\"1_Statistical_Significance\"><\/span>1. \u7edf\u8ba1\u5b66\u610f\u4e49<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u8981\u8fbe\u5230\u7edf\u8ba1\u663e\u8457\u6027\uff0c\u9700\u8981\u8db3\u591f\u7684\u6837\u672c\u91cf\uff0c\u8fd9\u5bf9\u4e8e\u6d41\u91cf\u6216\u8f6c\u5316\u91cf\u6709\u9650\u7684\u4f01\u4e1a\u6765\u8bf4\u53ef\u80fd\u5177\u6709\u6311\u6218\u6027\u3002\n<strong>\u6700\u4f73\u5b9e\u8df5<\/strong>\uff1a\u8003\u8651\u5ef6\u957f\u6d4b\u8bd5\u65f6\u957f\u3001\u6269\u5927\u5bf9\u7167\u7ec4\uff0c\u6216\u4f18\u5148\u5173\u6ce8\u6837\u672c\u91cf\u8f83\u5927\u7684\u7ec6\u5206\u5e02\u573a\u3002\u4f7f\u7528\u9002\u5f53\u7684\u529f\u6548\u5206\u6790\u6765\u786e\u5b9a\u6240\u9700\u7684\u6700\u5c0f\u6837\u672c\u91cf\u3002\n<h4 id=\"2.-test-contamination\" tabindex=\"-1\" data-source-line=\"263-263\"><span class=\"ez-toc-section\" id=\"2_Test_Contamination\"><\/span>2. \u6d4b\u8bd5\u6c61\u67d3<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u6d4b\u8bd5\u671f\u95f4\u7684\u5916\u90e8\u56e0\u7d20\u6216\u5176\u4ed6\u8425\u9500\u6d3b\u52a8\u7684\u53d8\u5316\u53ef\u80fd\u4f1a\u5f71\u54cd\u7ed3\u679c\u3002\n<strong>\u6700\u4f73\u5b9e\u8df5<\/strong>\uff1a\u5efa\u7acb\u4e00\u4e2a\u201c\u6d4b\u8bd5\u7a97\u53e3\u201d\uff0c\u5728\u6b64\u671f\u95f4\u5176\u4ed6\u8425\u9500\u6d3b\u52a8\u4fdd\u6301\u4e0d\u53d8\u3002\u76d1\u63a7\u5f02\u5e38\u5916\u90e8\u4e8b\u4ef6\uff0c\u5e76\u5728\u5206\u6790\u4e2d\u4e88\u4ee5\u8bf4\u660e\u3002\n<h4 id=\"3.-selection-bias\" tabindex=\"-1\" data-source-line=\"269-269\"><span class=\"ez-toc-section\" id=\"3_Selection_Bias\"><\/span>3. \u9009\u62e9\u504f\u5dee<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u770b\u5230\u5e7f\u544a\u7684\u7528\u6237\u53ef\u80fd\u4e0e\u6ca1\u6709\u770b\u5230\u5e7f\u544a\u7684\u7528\u6237\u672c\u8d28\u4e0a\u6709\u6240\u4e0d\u540c\uff0c\u4ece\u800c\u5bfc\u81f4\u7ed3\u679c\u51fa\u73b0\u504f\u5dee\u3002\n<strong>\u6700\u4f73\u5b9e\u8df5<\/strong>\uff1a\u5c3d\u53ef\u80fd\u5728\u7528\u6237\u7ea7\u522b\u4f7f\u7528\u968f\u673a\u5316\uff0c\u5e76\u8003\u8651\u4f7f\u7528\u5e7d\u7075\u5e7f\u544a\u7b49\u9ad8\u7ea7\u65b9\u6cd5\u6765\u51cf\u5c11\u9009\u62e9\u504f\u5dee\u3002\n<h4 id=\"4.-measurement-across-multiple-devices-and-platforms\" tabindex=\"-1\" data-source-line=\"275-275\"><span class=\"ez-toc-section\" id=\"4_Measurement_Across_Multiple_Devices_and_Platforms\"><\/span>4. \u8de8\u591a\u8bbe\u5907\u548c\u5e73\u53f0\u7684\u6d4b\u91cf<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u8de8\u8bbe\u5907\u548c\u5e73\u53f0\u8ffd\u8e2a\u7528\u6237\u4ecd\u7136\u5177\u6709\u6311\u6218\u6027\uff0c\u5c24\u5176\u662f\u5728\u9690\u79c1\u9650\u5236\u65e5\u76ca\u589e\u52a0\u7684\u60c5\u51b5\u4e0b\u3002\n<strong>\u6700\u4f73\u5b9e\u8df5<\/strong>\uff1a\u8003\u8651\u6982\u7387\u5339\u914d\u65b9\u6cd5\uff0c\u5173\u6ce8\u767b\u5f55\u4f53\u9a8c\uff0c\u6216\u4f7f\u7528\u8f83\u5c11\u4f9d\u8d56\u7528\u6237\u7ea7\u8ddf\u8e2a\u7684\u5730\u7406\u5b9e\u9a8c\u3002\n<h3 id=\"best-practices-for-successful-incrementality-testing\" tabindex=\"-1\" data-source-line=\"281-281\"><span class=\"ez-toc-section\" id=\"Best_Practices_for_Successful_Incrementality_Testing\"><\/span>\u6210\u529f\u589e\u91cf\u6d4b\u8bd5\u7684\u6700\u4f73\u5b9e\u8df5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"1.-start-with-high-impact-channels\" tabindex=\"-1\" data-source-line=\"283-283\"><span class=\"ez-toc-section\" id=\"1_Start_With_High-Impact_Channels\"><\/span>1. \u4ece\u9ad8\u5f71\u54cd\u529b\u6e20\u9053\u5f00\u59cb<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4ece\u652f\u51fa\u6700\u9ad8\u6216\u6700\u5177\u6218\u7565\u91cd\u8981\u6027\u7684\u6e20\u9053\u5f00\u59cb\u589e\u91cf\u6d4b\u8bd5\uff0c\u4ee5\u5b9e\u73b0\u6700\u5927\u7684\u6f5c\u5728\u5f71\u54cd\u3002\n<h4 id=\"2.-implement-continuous-testing-cycles\" tabindex=\"-1\" data-source-line=\"287-287\"><span class=\"ez-toc-section\" id=\"2_Implement_Continuous_Testing_Cycles\"><\/span>2. \u5b9e\u65bd\u6301\u7eed\u6d4b\u8bd5\u5468\u671f<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e0d\u8981\u8fdb\u884c\u4e00\u6b21\u6027\u6d4b\u8bd5\uff0c\u800c\u8981\u5efa\u7acb\u6301\u7eed\u589e\u91cf\u6d4b\u8bd5\u7a0b\u5e8f\u6765\u5e94\u5bf9\u4e0d\u65ad\u53d8\u5316\u7684\u5e02\u573a\u6761\u4ef6\u548c\u6d88\u8d39\u8005\u884c\u4e3a\u3002\n<h4 id=\"3.-test-at-different-funnel-stages\" tabindex=\"-1\" data-source-line=\"291-291\"><span class=\"ez-toc-section\" id=\"3_Test_at_Different_Funnel_Stages\"><\/span>3. \u5728\u4e0d\u540c\u7684\u6f0f\u6597\u9636\u6bb5\u8fdb\u884c\u6d4b\u8bd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e0d\u8981\u5c06\u589e\u91cf\u6d4b\u8bd5\u5c40\u9650\u4e8e\u6f0f\u6597\u5e95\u90e8\u7684\u6d3b\u52a8\u3002\u6d4b\u8bd5\u6f0f\u6597\u4e0a\u90e8\u7684\u6d3b\u52a8\uff0c\u4ee5\u4e86\u89e3\u5b83\u4eec\u5bf9\u5ba2\u6237\u65c5\u7a0b\u7684\u771f\u6b63\u8d21\u732e\u3002\n<h4 id=\"4.-combine-with-other-measurement-approaches\" tabindex=\"-1\" data-source-line=\"295-295\"><span class=\"ez-toc-section\" id=\"4_Combine_With_Other_Measurement_Approaches\"><\/span>4. \u4e0e\u5176\u4ed6\u6d4b\u91cf\u65b9\u6cd5\u76f8\u7ed3\u5408<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4f7f\u7528\u589e\u91cf\u6d4b\u8bd5\u4f5c\u4e3a\u5305\u62ec\u5f52\u56e0\u6a21\u578b\u548c\u8425\u9500\u7ec4\u5408\u6a21\u578b\u7684\u7efc\u5408\u6d4b\u91cf\u6846\u67b6\u7684\u4e00\u90e8\u5206\u3002\n<h4 id=\"5.-focus-on-business-outcomes\" tabindex=\"-1\" data-source-line=\"299-299\"><span class=\"ez-toc-section\" id=\"5_Focus_on_Business_Outcomes\"><\/span>5.\u5173\u6ce8\u4e1a\u52a1\u6210\u679c<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u5c06\u589e\u91cf\u7ed3\u679c\u4e0e\u5b9e\u9645\u4e1a\u52a1\u6210\u679c\uff08\u5982\u5229\u6da6\u3001\u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c\u548c\u5e02\u573a\u4efd\u989d\uff09\u8054\u7cfb\u8d77\u6765\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u8f6c\u5316\u7387\u6216\u70b9\u51fb\u7387\u3002\n<h2 id=\"the-future-of-incrementality-testing\" tabindex=\"-1\" data-source-line=\"303-303\"><span class=\"ez-toc-section\" id=\"The_Future_of_Incrementality_Testing\"><\/span>\u589e\u91cf\u6d4b\u8bd5\u7684\u672a\u6765<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u968f\u7740\u8425\u9500\u6d4b\u91cf\u683c\u5c40\u7684\u4e0d\u65ad\u53d1\u5c55\uff0c\u6709\u51e0\u79cd\u8d8b\u52bf\u6b63\u5728\u5851\u9020\u589e\u91cf\u6d4b\u8bd5\u7684\u672a\u6765\uff1a\n<h3 id=\"1.-privacy-first-incrementality-methods\" tabindex=\"-1\" data-source-line=\"307-307\"><span class=\"ez-toc-section\" id=\"1_Privacy-First_Incrementality_Methods\"><\/span>1. \u9690\u79c1\u4f18\u5148\u7684\u589e\u91cf\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u968f\u7740\u9690\u79c1\u6cd5\u89c4\u7684\u4e0d\u65ad\u52a0\u5f3a\u4ee5\u53ca\u7b2c\u4e09\u65b9 Cookie \u7684\u5f03\u7528\uff0c\u4e0d\u4f9d\u8d56\u4e8e\u7528\u6237\u7ea7\u8ffd\u8e2a\u7684\u65b0\u578b\u589e\u91cf\u6d4b\u8bd5\u65b9\u6cd5\u6b63\u5728\u6d8c\u73b0\u3002\u8fd9\u4e9b\u65b9\u6cd5\u5305\u62ec\u589e\u5f3a\u578b\u5730\u7406\u5b9e\u9a8c\u65b9\u6cd5\u548c\u8054\u90a6\u5b66\u4e60\u65b9\u6cd5\u3002\n<h3 id=\"2.-ai-powered-incrementality-analysis\" tabindex=\"-1\" data-source-line=\"311-311\"><span class=\"ez-toc-section\" id=\"2_AI-Powered_Incrementality_Analysis\"><\/span>2. AI\u9a71\u52a8\u7684\u589e\u91cf\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u589e\u5f3a\u589e\u91cf\u6d4b\u8bd5\uff1a\n<ul data-source-line=\"314-318\">\n<li data-source-line=\"314-314\">\u786e\u5b9a\u6700\u4f73\u6d4b\u8bd5\u8bbe\u8ba1<\/li>\n<li data-source-line=\"315-315\">\u68c0\u6d4b\u566a\u58f0\u6570\u636e\u4e2d\u7684\u6a21\u5f0f<\/li>\n<li data-source-line=\"316-316\">\u9884\u6d4b\u672a\u7ecf\u6d4b\u8bd5\u7684\u7ec6\u5206\u5e02\u573a\u7684\u589e\u91cf<\/li>\n<li data-source-line=\"317-318\">\u81ea\u52a8\u5206\u6790\u548c\u89e3\u91ca\u7ed3\u679c<\/li>\n<\/ul>\n<h3 id=\"3.-integrated-measurement-frameworks\" tabindex=\"-1\" data-source-line=\"319-319\"><span class=\"ez-toc-section\" id=\"3_Integrated_Measurement_Frameworks\"><\/span>3. \u7efc\u5408\u6d4b\u91cf\u6846\u67b6<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u672a\u6765\u5728\u4e8e\u7edf\u4e00\u7684\u6d4b\u91cf\u65b9\u6cd5\uff0c\u5c06\u589e\u91cf\u6d4b\u8bd5\u4e0e\u5f52\u56e0\u6a21\u578b\u548c\u8425\u9500\u7ec4\u5408\u6a21\u578b\u76f8\u7ed3\u5408\uff0c\u4ece\u800c\u63d0\u4f9b\u5b8c\u6574\u7684\u8425\u9500\u6548\u679c\u56fe\u666f\u3002\u6b63\u5982 Gordon \u7b49\u4eba (2019) \u5728\u4ed6\u4eec\u6bd4\u8f83 Facebook \u6d4b\u91cf\u65b9\u6cd5\u7684\u7814\u7a76\u4e2d\u6307\u51fa\u7684\u90a3\u6837\uff1a\u201c\u6700\u53ef\u9760\u7684\u6d1e\u5bdf\u6765\u81ea\u4e8e\u5bf9\u591a\u79cd\u6d4b\u91cf\u65b9\u6cd5\u8fdb\u884c\u4e09\u89d2\u6d4b\u91cf\uff0c\u6bcf\u79cd\u65b9\u6cd5\u90fd\u6709\u4e0d\u540c\u7684\u4f18\u52bf\u548c\u504f\u5dee\u3002\u201d\n<h3 id=\"4.-real-time-incrementality-insights\" tabindex=\"-1\" data-source-line=\"325-325\"><span class=\"ez-toc-section\" id=\"4_Real-Time_Incrementality_Insights\"><\/span>4.\u5b9e\u65f6\u589e\u91cf\u6d1e\u5bdf<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6570\u636e\u5904\u7406\u548c\u5b9e\u9a8c\u8bbe\u8ba1\u7684\u8fdb\u6b65\u6b63\u5728\u5c06\u589e\u91cf\u6d4b\u8bd5\u4ece\u5468\u671f\u6027\u5b9e\u9a8c\u8f6c\u53d8\u4e3a\u8fde\u7eed\u3001\u8fd1\u4e4e\u5b9e\u65f6\u7684\u589e\u91cf\u6d4b\u91cf\u3002\n<h2 id=\"conclusion%3A-elevating-your-attribution-with-incrementality-testing\" tabindex=\"-1\" data-source-line=\"329-329\"><span class=\"ez-toc-section\" id=\"Conclusion_Elevating_Your_Attribution_with_Incrementality_Testing\"><\/span>\u7ed3\u8bba\uff1a\u901a\u8fc7\u589e\u91cf\u6d4b\u8bd5\u63d0\u5347\u5f52\u56e0\u80fd\u529b<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5728\u5f53\u4eca\u590d\u6742\u7684\u8425\u9500\u751f\u6001\u7cfb\u7edf\u4e2d\uff0c\u4e86\u89e3\u8425\u9500\u5de5\u4f5c\u7684\u771f\u6b63\u5f71\u54cd\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u66f4\u52a0\u91cd\u8981\uff0c\u4e5f\u66f4\u5177\u6311\u6218\u6027\u3002\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\u867d\u7136\u63d0\u4f9b\u4e86\u5b9d\u8d35\u7684\u6d1e\u5bdf\uff0c\u4f46\u65e0\u6cd5\u5efa\u7acb\u8425\u9500\u6d3b\u52a8\u4e0e\u4e1a\u52a1\u6210\u679c\u4e4b\u95f4\u7684\u56e0\u679c\u5173\u7cfb\u3002\u589e\u91cf\u6d4b\u8bd5\u901a\u8fc7\u5c06\u79d1\u5b66\u7684\u5b9e\u9a8c\u8bbe\u8ba1\u5e94\u7528\u4e8e\u8425\u9500\u8861\u91cf\uff0c\u586b\u8865\u4e86\u8fd9\u4e00\u7a7a\u767d\uff0c\u8ba9\u60a8\u80fd\u591f\u660e\u786e\u5730\u56de\u7b54\u8fd9\u4e2a\u95ee\u9898\uff1a\u201c\u5982\u679c\u6211\u4eec\u6ca1\u6709\u5f00\u5c55\u8fd9\u9879\u8425\u9500\u6d3b\u52a8\uff0c\u4f1a\u53d1\u751f\u4ec0\u4e48\uff1f\u201d \u901a\u8fc7\u5c06\u589e\u91cf\u6d4b\u8bd5\u7eb3\u5165\u60a8\u7684\u8861\u91cf\u7b56\u7565\uff0c\u60a8\u53ef\u4ee5\uff1a\n<ol data-source-line=\"337-341\">\n<li data-source-line=\"337-337\">\u6839\u636e\u5df2\u8bc1\u5b9e\u7684\u56e0\u679c\u5f71\u54cd\u505a\u51fa\u66f4\u660e\u667a\u7684\u9884\u7b97\u5206\u914d\u51b3\u7b56<\/li>\n<li data-source-line=\"338-338\">\u9a8c\u8bc1\u6216\u8d28\u7591\u5f52\u56e0\u6a21\u578b\u7684\u53d1\u73b0<\/li>\n<li data-source-line=\"339-339\">\u786e\u5b9a\u54ea\u4e9b\u53d7\u4f17\u3001\u6e20\u9053\u548c\u6d3b\u52a8\u80fd\u591f\u5e26\u6765\u771f\u6b63\u7684\u589e\u91cf\u6210\u679c<\/li>\n<li data-source-line=\"340-341\">\u66f4\u51c6\u786e\u5730\u4e86\u89e3\u6574\u4e2a\u7ec4\u7ec7\u7684\u8425\u9500\u6548\u679c<\/li>\n<\/ol>\n\u968f\u7740\u9690\u79c1\u6cd5\u89c4\u7684\u65e5\u76ca\u4e25\u683c\uff0c\u4f20\u7edf\u5f52\u56e0\u65b9\u6cd5\u9762\u4e34\u8d8a\u6765\u8d8a\u591a\u7684\u9650\u5236\uff0c\u589e\u91cf\u6d4b\u8bd5\u6b63\u6210\u4e3a\u590d\u6742\u8425\u9500\u8861\u91cf\u6846\u67b6\u7684\u91cd\u8981\u7ec4\u6210\u90e8\u5206\u3002\u73b0\u5728\u638c\u63e1\u8fd9\u79cd\u65b9\u6cd5\uff0c\u60a8\u5c06\u5728\u9690\u79c1\u81f3\u4e0a\u7684\u672a\u6765\u4fdd\u6301\u8861\u91cf\u80fd\u529b\u548c\u7ade\u4e89\u4f18\u52bf\u3002\u51c6\u5907\u597d\u901a\u8fc7\u589e\u91cf\u6d4b\u8bd5\u5c06\u60a8\u7684\u5f52\u56e0\u63d0\u5347\u5230\u65b0\u7684\u6c34\u5e73\u4e86\u5417\uff1f\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u63d0\u4f9b\u4e13\u4e3a\u5c0a\u91cd\u9690\u79c1\u7684\u6d4b\u91cf\u800c\u8bbe\u8ba1\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u4ee5\u5e94\u5bf9\u672c\u6587\u8ba8\u8bba\u7684\u6311\u6218\u3002\u63a2\u7d22\u6211\u4eec\u7684\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u591a\u70b9\u89e6\u63a7\u5f52\u56e0<\/a>\u00a0\u80fd\u529b\uff0c\u5e76\u4e86\u89e3\u6211\u4eec\u7684\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e9%9a%90%e7%a7%81%e7%ac%ac%e4%b8%80-%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-%e5%b9%b3%e8%a1%a1%e6%b4%9e%e5%af%9f-%e5%90%88%e8%a7%84\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u9690\u79c1\u4f18\u5148\u7684\u65b9\u6cd5<\/a>\u00a0\u53ef\u4ee5\u5e2e\u52a9\u60a8\u5b9e\u65bd\u6709\u6548\u7684\u589e\u91cf\u6d4b\u8bd5\u3002\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"346-346\"><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=\"348-361\">\n<li data-source-line=\"348-349\">\nBarajas, J.\u3001Akella, R.\u3001Holtan, M. \u548c Flores, A. (2016)\u3002\u201c\u5e02\u573a\u4e2d\u5728\u7ebf\u5c55\u793a\u5e7f\u544a\u5f52\u56e0\u7684\u5b9e\u9a8c\u8bbe\u8ba1\u4e0e\u4f30\u7b97\u3002\u201d\u300a\u8425\u9500\u79d1\u5b66\u300b\uff0c35(3)\uff0c465-483\u3002\n<\/li>\n<li data-source-line=\"350-351\">\nBarajas, J.\u3001Bhamidipati, N. \u548c Shanahan, J. (2021)\u3002\u201c\u7a0b\u5e8f\u5316\u5e7f\u544a\u4e2d\u7684\u589e\u91cf\u6d4b\u8bd5\uff1a\u901a\u8fc7\u53cc\u76f2\u8bbe\u8ba1\u63d0\u9ad8\u7cbe\u5ea6\u3002\u201d2021 \u5e74\u7f51\u7edc\u4f1a\u8bae\u8bba\u6587\u96c6\uff0c\u7b2c 3053-3061 \u9875\u3002\n<\/li>\n<li data-source-line=\"352-353\">\nGordon, BR, Zettelmeyer, F., Bhargava, N. \u548c Chapsky, D. (2019)\u3002\u201c\u5e7f\u544a\u8861\u91cf\u65b9\u6cd5\u6bd4\u8f83\uff1a\u6765\u81ea Facebook \u5927\u578b\u73b0\u573a\u5b9e\u9a8c\u7684\u8bc1\u636e\u3002\u201d\u300a\u8425\u9500\u79d1\u5b66\u300b\uff0c38(2)\uff0c193-225\u3002\n<\/li>\n<li data-source-line=\"354-355\">\nJohnson, GA, Lewis, RA, &amp; Nubbemeyer, EI (2017). \u201c\u5e7d\u7075\u5e7f\u544a\uff1a\u63d0\u5347\u5728\u7ebf\u5e7f\u544a\u6548\u679c\u8861\u91cf\u7684\u7ecf\u6d4e\u6548\u76ca\u3002\u201d\u300a\u5e02\u573a\u8425\u9500\u7814\u7a76\u6742\u5fd7\u300b\uff0c54(6)\uff0c867-884\u3002\n<\/li>\n<li data-source-line=\"356-357\">\nLewis, RA, &amp; Rao, JM (2015). \u201c\u8861\u91cf\u5e7f\u544a\u6536\u76ca\u7684\u4e0d\u5229\u7ecf\u6d4e\u5b66\u3002\u201d\u300a\u5b63\u520a\u7ecf\u6d4e\u5b66\u300b\uff0c130(4)\uff0c1941-1973\u3002\n<\/li>\n<li data-source-line=\"358-359\">\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=\"360-361\">\nBerman, R. (2018)\u3002\u201c\u8d85\u8d8a\u6700\u540e\u4e00\u70b9\uff1a\u5728\u7ebf\u5e7f\u544a\u4e2d\u7684\u5f52\u56e0\u3002\u201d\u300a\u8425\u9500\u79d1\u5b66\u300b\uff0c37(5)\uff0c771-792\u3002\n<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>\u5728\u4e0d\u65ad\u53d1\u5c55\u7684\u6570\u5b57\u8425\u9500\u683c\u5c40\u4e2d\uff0c\u51c6\u786e\u8861\u91cf\u8425\u9500\u5de5\u4f5c\u7684\u6548\u679c\u53d8\u5f97\u8d8a\u6765\u8d8a\u590d\u6742\u3002\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\u867d\u7136\u5f88\u6709\u4ef7\u503c\uff0c\u4f46\u5f80\u5f80\u65e0\u6cd5\u771f\u5b9e\u5730\u53cd\u6620\u8425\u9500\u6548\u679c\u3002\u8fd9\u65f6\uff0c\u589e\u91cf\u6d4b\u8bd5\u5e94\u8fd0\u800c\u751f\uff0c\u5b83\u4f5c\u4e3a\u4e00\u79cd\u5f3a\u5927\u7684\u65b9\u6cd5\uff0c\u8d85\u8d8a\u4e86\u76f8\u5173\u6027\uff0c\u5efa\u7acb\u4e86\u56e0\u679c\u5173\u7cfb\uff0c\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u786e\u5b9a\u54ea\u4e9b\u2026\u2026<\/p>","protected":false},"author":1,"featured_media":397,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Incrementality Testing: Taking Marketing Attribution to the Next Level - AttriSight<\/title>\n<meta name=\"description\" content=\"Learn how incrementality testing establishes true marketing impact beyond traditional attribution models. 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