{"id":21154,"date":"2021-11-01T11:00:00","date_gmt":"2021-11-01T03:00:00","guid":{"rendered":"https:\/\/www.kickads.co\/?p=21154"},"modified":"2021-11-01T11:00:00","modified_gmt":"2021-11-01T03:00:00","slug":"attribution-models-for-digital-marketer-essential-guide","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/attribution-models-for-digital-marketer-essential-guide\/","title":{"rendered":"\u3010Digital Marketer\u5fc5\u770b\u3011Attribution Model(\u6b78\u56e0\u6a21\u5f0f)\u6307\u5357"},"content":{"rendered":"

\u3010Digital Marketer\u5fc5\u770b\u3011Attribution Model(\u6b78\u56e0\u6a21\u5f0f)\u6307\u5357<\/strong><\/h1>\n

\u793e\u6703\u4e0a\u7684\u8cc7\u6e90\u5206\u914d\u5f9e\u4f86\u662f\u4e00\u500b\u8907\u96dc\u7684\u8a71\u984c\uff0c\u56e0\u70ba\u6c38\u9060\u6c92\u6709\u6b63\u78ba\u6216\u932f\u8aa4\u7684\u7b54\u6848\uff0c\u7b54\u6848\u7e3d\u6703\u56e0\u500b\u4eba\u89c0\u9ede\u8207\u7acb\u5834\u800c\u7570\u3002 \u5728\u6578\u78bc\u71df\u92b7\u65b9\u9762\u540c\u6a23\u51fa\u73fe\u9019\u500b\u60c5\u6cc1\uff0c\u8981\u6c7a\u5b9a\u500bChannel \u61c9\u8a72\u5206\u914d\u591a\u5c11\u8cc7\u6e90\u6216\u9810\u7b97\u4e5f\u6c92\u6709\u7d55\u5c0d\u7b54\u6848\u3002<\/p>\n

\u6b78\u56e0\u6a21\u5f0f\u662f\u6307\u4e00\u7d44\u898f\u5247\uff0c\u7528\u65bc\u6c7a\u5b9a\u8f49\u63db\u529f\u52de\u61c9\u5982\u4f55\u6b78\u56e0\u6216\u5206\u914d\u5230\u8f49\u63db\u8def\u5f91\u4e2d\u7684\u4e0d\u540c\u63a5\u89f8\u9ede\u3002 \u5e38\u898b\u7684\u60c5\u6cc1\u662f\uff0c\u5728\u5ba2\u6236\u4e0b\u6c7a\u5b9a\u524d\u4e00\u822c\u6703\u7d93\u6b77\u591a\u500b\u7db2\u7ad9\u7684\u4e92\u52d5\uff0c\u56e0\u6b64\u8003\u616e\u6700\u7d42\u662f\u4ec0\u9ebc\u63a8\u52d5\u4e86\u4ed6\u5011\u7684\u8f49\u63db\u6216\u884c\u52d5\u5c24\u5176\u91cd\u8981\u3002<\/p>\n

\u4ee5\u6b64\u70ba\u4f8b\uff0c \u9019\u5e7e\u9031\u4ee5\u4f86\uff0cTerrence \u4e00\u76f4\u5728\u70ba\u4ed6\u7684\u4f01\u696d\u5c0b\u627e\u71df\u92b7\u8aee\u8a62\u670d\u52d9\uff0c\u4ed6\u9ede\u64ca\u4e86\u4e00\u500bDisplay\u5ee3\u544a\uff0c\u5c07\u4ed6\u5e36\u5230\u4e86\u4e00\u500b\u7db2\u7ad9 kickads.co\uff0c\u5728\u90a3\u88e1\u4ed6\u95b1\u8b80\u4e86\u4e00\u4e9b\u6587\u7ae0\u3002 \u53c8\u904e\u4e86\u4e00\u9031\uff0c\u4ed6\u5728 Facebook \u4e0a\u770b\u5230\u4e86\u4e00\u500b\u95dc\u65bc \u6578\u78bc\u71df\u92b7\u7684\u5ee3\u544a\uff0c\u9ede\u64ca\u5f8c\u4ee4\u4ed6\u7b2c\u4e8c\u6b21\u8a2a\u554f\u4e86kickads\u7db2\u7ad9\u3002\n\n\u5169\u5929\u5f8c\uff0ckickads.co \u5411\u4ed6\u767c\u9001\u4e86\u4e00\u5c01\u96fb\u5b50\u90f5\u4ef6\uff0c\u4ee4\u4ed6\u7b2c\u4e09\u6b21\u8a2a\u554f\u4e86\u8a72\u7db2\u7ad9\u3002\u9019\u6b21\u4ed6\u76f4\u63a5\u8a2a\u554f\u8a72\u7db2\u7ad9\uff0c\u4e26\u9810\u7d04\u4e86\u8aee\u8a62\u670d\u52d9\u3002<\/p>\n

\u90a3\u9ebc\u5728\u9019\u500b\u4f8b\u5b50\u4e2d\uff0c\u8f49\u63db\u61c9\u8a72\u5c6c\u65bc\u54ea\u500b\u6e20\u9053\uff1f \u6700\u7d42\u7684\u8f49\u63db\u884c\u70ba\u662f\u5426\u5168\u90e8\u6b78\u529f\u65bc Display\u5ee3\u544a\uff1fFacebook\u5ee3\u544a\uff1f\u9084\u662fEmail\u7684\u529f\u52de\uff1f<\/p>\n

\u9019\u4e9b\u90fd\u662f\u71df\u92b7\u6b78\u56e0\u6a21\u5f0f\u5617\u8a66\u56de\u7b54\u7684\u554f\u984c\uff0c \u7c21\u55ae\u4f86\u8aaa\uff0c\u6b78\u56e0\u6a21\u5f0f\u5c31\u662f\u95dc\u65bc\u529f\u52de\u5206\u914d\u3002<\/p>\n

\u4ee5\u4e0b\u662f\u6b78\u56e0\u6a21\u5f0f\u7684\u57fa\u672c\u985e\u5225\uff1a<\/p>\n

    \n
  1. Rule-Based Attribution Models<\/li>\n
  2. Algorithmic Attribution Models<\/li>\n
  3. Vendor Specific Attribution Models<\/li>\n
  4. Custom Attribution Models<\/li>\n<\/ol>\n

    \u00a0<\/h2>\n

    1. \u4ec0\u9ebc\u662fRule-Based Attribution Model (\u4ee5\u898f\u5247\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h2>\n

    Rule-Based Attribution Model (\u4ee5\u898f\u5247\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u662f\u6839\u64da\u71df\u92b7\u4eba\u54e1\u8a2d\u7f6e\u7684\u67d0\u4e9b\u9810\u5b9a\u898f\u5247\uff0c\u5c07\u8f49\u63db\u529f\u52de\u5206\u914d\u7d66\u8f49\u63db\u8def\u5f91\u4e2d\u7684\u63a5\u89f8\u9ede\u3002<\/p>\n

    \u9019\u4e9b\u898f\u5247\u6703\u7528\u4f86\u8b58\u5225\u55ae\u500b\u5ba2\u6236\u5728\u8cfc\u8cb7\u6c7a\u7b56\u904e\u7a0b\u4e2d\u7684\u4e92\u52d5\uff0c\u7136\u5f8c\u5728\u4ed6\u8cfc\u8cb7\u5f8c\u5206\u914d\u8f49\u63db\u529f\u52de\u3002<\/p>\n

    \"Attribution<\/p>\n

    \u00a0<\/h3>\n

    (i) First Attribution Model (\u6700\u521d\u4e92\u52d5\u6b78\u56e0)<\/strong><\/h3>\n

    \"Attribution<\/p>\n

    \u6700\u521d\u4e92\u52d5\u4e5f\u7a31\u70ba\u201c\u6700\u521d\u9ede\u64ca\u201d\u548c\u201c\u9996\u6b21\u63a5\u89f8\u201d\uff0c\u56e0\u70ba\u5b83\u5c07100%\u7684\u8f49\u63db\u529f\u52de\u6b78\u529f\u65bc\u4e00\u6b21\u9ede\u64ca\u6216\u4e92\u52d5\uff0c\u5373\u662f\u4f60\u4f01\u696d\u8207\u5ba2\u6236\u7684\u9996\u6b21\u4e92\u52d5\u3002<\/p>\n

    \u4f8b\u5982\uff0c\u5982\u679c\u4f60\u7684\u5ba2\u6236\u78b0\u5de7\u5728Linkedin\u4e0a\u767c\u73fe\u4e86\u4f60\u7684\u4f01\u696d\u9801\u9762\uff0cLinkedin\u5c07\u6703\u7372\u5f97\u4e92\u52d5\u5f8c\u7522\u751f\u8f49\u63db\u7684\u6240\u6709\u529f\u52de\u3002<\/p>\n

    \u5728\u6b64\u6a21\u5f0f\u4e2d\uff0c\u7279\u5b9a\u5ba2\u6236\u6709\u5426\u65bcLinkedin\u4e0a\u627e\u5230\u4f60\u7684\u5e7e\u5929\u5f8c\u9ede\u64caDisplay\u5ee3\u544a\u4e26\u4e0d\u91cd\u8981\uff1b Linkedin\u4ecd\u6703\u5f97\u5230\u7372\u53d6\u5ba2\u6236\u7684\u5168\u90e8\u529f\u52de\u3002<\/p>\n

    \u00a0<\/p>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528First Interaction Attribution(\u6700\u521d\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h3>\n

    \u4f7f\u7528\u6700\u521d\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f\u7684\u6700\u4e3b\u8981\u597d\u8655\u662f\u7c21\u55ae\u6613\u61c2\uff0c \u4f46\u662f\uff0c\u6b64\u6a21\u5f0f\u5ffd\u7565\u4e86\u5ba2\u6236\u7372\u53d6\u548c\u8cfc\u8cb7\u6c7a\u7b56\u4e4b\u9593\u6240\u5b58\u5728\u7684\u91cd\u8981\u6f5b\u5728\u71df\u92b7\u63a5\u89f8\u9ede\u7684\u5f71\u97ff\u3002<\/p>\n

    \u5982\u679c\u4f60\u7684\u4e3b\u8981\u76ee\u6a19\u662f\u5438\u7d0d\u92b7\u552e\u6f0f\u6597\u9802\u7aef\u7684\u65b0\u5ba2\u6236\uff0c\u6700\u521d\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f\u975e\u5e38\u9069\u5408\u4f60\uff0c\u9019\u5c0d\u65bc\u5f9e\u4e8b\u5167\u5bb9\u7ba1\u7406\u548c\u54c1\u724c\u77e5\u540d\u5ea6\u7684Branding Agencies\u4f86\u8aaa\u975e\u5e38\u6709\u7528\u3002<\/p>\n

    \u00a0<\/p>\n

    (ii) \nLast Interaction Attribution (\u6700\u7d42\u4e92\u52d5\u6b78\u56e0)<\/strong><\/h3>\n

    <\/p>\n

    Last Interaction Attribution (\u6700\u7d42\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f)\u53c8\u540d\u201c\u6700\u7d42\u9ede\u64ca\u201d\u548c\u201c\u6700\u7d42\u63a5\u89f8\u201d\uff0c\u8207First Interaction Attribution(\u6700\u521d\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f)\u5341\u5206\u76f8\u4f3c\uff0c\u5b83\u5c07 100%\u7684\u8f49\u529f\u52de\u6b78\u529f\u65bc\u4f60\u7684\u5ba2\u6236\u8207\u4f60\u7684\u4f01\u696d\u5728\u8f49\u63db\u524d\u9032\u884c\u7684\u6700\u5f8c\u4e00\u6b21\u4e92\u52d5\u3002\u00a0\u00a0<\/p>\n

    \u4ee5\u6b64\u70ba\u4f8b\uff0c\u6f5b\u5728\u5ba2\u6236\u901a\u904e\u81ea\u7136\u641c\u5c0b\u7d50\u679c\u8a2a\u554f\u4f60\u7684\u7db2\u7ad9\uff1b\u5e7e\u5929\u5f8c\uff0c\u4ed6\u6703\u770b\u5230\u4f60\u4f01\u696d\u7684 Facebook\u5ee3\u544a\u4e26\u9ede\u64ca\u8a72\u5ee3\u544a\uff1b\u7576\u65e5\u7684\u8f03\u5f8c\u6642\u9593\uff0c\u4ed6\u900f\u904e\u76f4\u63a5\u641c\u5c0b\u8a2a\u554f\u4f60\u7684\u7db2\u7ad9\u4e26\u9032\u884c\u8cfc\u8cb7\u3002<\/p>\n

    \u5728\u9019\u7a2e\u60c5\u6cc1\u4e0b\uff0c\u76f4\u63a5\u641c\u5c0b\u662f\u6700\u5f8c\u4e00\u500b\u63a5\u89f8\u9ede\uff0c\u6240\u4ee5\u6703\u5f97\u5230\u6240\u6709\u8f49\u63db\u529f\u52de\u3002<\/p>\n

    \u9019\u662f\u5927\u591a\u6578\u5e73\u53f0\uff08\u5305\u62ec Google Analytics\uff09\u4e0a\u7684\u9810\u8a2d\u6b78\u56e0\u6a21\u5f0f\uff0c\u5982\u679c\u4f60\u6b63\u5728\u67e5\u770b Google Analytics\u4e2d\u7684\u6a19\u6e96\u8f49\u63db\u5831\u544a\uff0c\u4f60\u6703\u770b\u5230\u6bcf\u500b\u76ee\u6a19\u90fd\u6b78\u56e0\u65bc\u5ba2\u6236\u8207\u4f60\u696d\u52d9\u7684\u6700\u5f8c\u4e00\u6b21\u4e92\u52d5\uff0c\u800c\u5728\u6700\u7d42\u4e92\u52d5\u524d\u7686\u6c92\u6709\u4efb\u4f55\u6578\u64da\u3002<\/p>\n

    \u00a0<\/h3>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Last Interaction Attribution(\u6700\u7d42\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h3>\n

    \u9019\u500b\u6b78\u56e0\u6a21\u5f0f\u5728\u8f49\u63db\u548c\u5206\u6790\u65b9\u9762\u662f\u6700\u5bb9\u6613\u5be6\u884c\u548c\u8a55\u4f30\u7684\u3002<\/p>\n

    \u4f46\u7f3a\u9ede\u662f\u9019\u500b\u6a21\u5f0f\u5ffd\u7565\u4e86\u5728\u6700\u7d42\u4e92\u52d5\u4e4b\u524d\u767c\u751f\u7684\u4e00\u5207\uff0c\u5b83\u6c92\u6709\u7d00\u9304\u5728\u201c\u6700\u5f8c\u4e00\u6b21\u9ede\u64ca\u201d\u4e4b\u524d\u767c\u751f\u7684\u91cd\u8981\u4e92\u52d5\u548c\u63a5\u89f8\u9ede\uff0c\u56e0\u6b64\u5b83\u6703\u932f\u904e\u4e86\u4e00\u4e9b\u5728\u8f49\u63db\u4e4b\u524d\u767c\u751f\u7684\u91cd\u8981\u71df\u92b7\u9ede\u3002<\/p>\n

    \u00a0<\/p>\n

    (iii) Last Non-Direct Click Attribution (\u6700\u7d42\u975e\u76f4\u63a5\u9ede\u64ca\u6b78\u56e0) <\/strong><\/h3>\n

    \"Attribution<\/h3>\n

    Last Non-Direct Click Attribution (\u6700\u7d42\u975e\u76f4\u63a5\u9ede\u64ca\u6b78\u56e0)\u6bd4Last Interaction Attribution(\u6700\u7d42\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f)\u66f4\u6709\u52a9\u4f60\u5236\u5b9a\u71df\u92b7\u5168\u76e4\u7b56\u7565\uff0c\u5b83\u4e5f\u662f\u5c07100%\u7684\u8f49\u63db\u529f\u52de\u6b78\u529f\u65bc\u4e00\u6b21\u9ede\u64ca\u6216\u4e92\u52d5\uff0c\u4f46\u4f7f\u7528\u6b64\u6a21\u578b\uff0c\u5b83\u5ffd\u7565\u6240\u6709\u8f49\u63db\u4e4b\u524d\u53ef\u80fd\u767c\u751f\u7684\u201d\u76f4\u63a5\u201d\u4e92\u52d5\u3002<\/p>\n

    \u76f4\u63a5\u6d41\u91cf\u662f\u6307\u4efb\u4f55\u4eba\u901a\u904e\u624b\u52d5\u8f38\u5165\u4f60\u7684 URL\u6216\u9ede\u64caBookmark\u4e86\u7684\u9023\u7d50\u76f4\u63a5\u8a2a\u554f\u4f60\u7684\u7db2\u7ad9\uff0c\u9019\u610f\u5473\u8457\u8a72\u8a2a\u554f\u8005\u5df2\u7d93\u4e86\u89e3\u904e\u4f60\u7684\u516c\u53f8\uff0c\u4e26\u53ef\u80fd\u66fe\u7d93\u6b77\u4e86\u591a\u500b\u63a5\u89f8\u9ede\u3002<\/p>\n

    \u8a72\u6a21\u5f0f\u8b93\u4f60\u80fd\u56de\u7b54\u4ee5\u4e0b\u554f\u984c\uff1a\u5ba2\u6236\u662f\u5982\u4f55\u4e86\u89e3\u516c\u53f8\u7684\uff1f \u662f\u4ec0\u9ebc\u4fc3\u4f7f\u4ed6\u5011\u76f4\u63a5\u8a2a\u554f\u7db2\u7ad9\uff1f \u901a\u904e\u6392\u9664\u76f4\u63a5\u6d41\u91cf\u7684\u63a5\u89f8\u9ede\uff0c\u6211\u5011\u53ef\u4ee5\u66f4\u6e05\u6670\u5730\u70ba\u4fc3\u6210\u8f49\u63db\u7684\u71df\u92b7\u6e20\u9053\u5206\u914d\u529f\u52de\u3002<\/p>\n

    \u00a0<\/p>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Last Non-Direct Click Attribution(\u6700\u7d42\u975e\u76f4\u63a5\u9ede\u64ca\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h3>\n

    \u8207\u5176\u4ed6\u65b9\u6cd5\u76f8\u6bd4\uff0c\u4ed8\u8cbb\u793e\u4ea4\u5a92\u9ad4\u548c\u4ed8\u8cbb\u641c\u5c0b\u5728\u4f7f\u7528\u6b64\u65b9\u6cd5\u4e0b\u5c07\u6703\u7372\u5f97\u8f03\u9ad8\u7684\u529f\u52de\u3002<\/p>\n

    \u00a0<\/p>\n

    (iv) Linear Attribution (\u7dda\u6027\u6b78\u56e0\u6a21\u5f0f)<\/strong><\/h3>\n

    \"Attribution<\/p>\n

    \u4f7f\u7528Linear Attribution Model(\u7dda\u6027\u6b78\u56e0\u6a21\u5f0f)\uff0c\u4f60\u53ef\u4ee5\u5c07\u8f49\u63db\u529f\u52de\u5e73\u5747\u5206\u914d\u7d66\u5404\u500b\u66fe\u8207\u5ba2\u6236\u7522\u751f\u4e92\u52d5\u7684\u5728\u7dda\u71df\u92b7\u6e20\u9053\u3002<\/p>\n

    \u4f8b\u5982\uff0c\u5ba2\u6236\u5728 Instagram \u4e0a\u767c\u73fe\u4e86\u4f60\u7684\u696d\u52d9\uff0c\u4e4b\u5f8c\u8a3b\u518a\u4e86\u4f60\u7684\u96fb\u5b50\u90f5\u4ef6\uff0c\u4e26\u9ede\u64ca\u4e86\u96fb\u5b50\u90f5\u4ef6\u93c8\u63a5\uff1b\u5728\u4e0b\u661f\u671f\u4ed6\u5011\u76f4\u63a5\u8a2a\u554f\u4f60\u7684\u7db2\u7ad9\u4e26\u8cfc\u8cb7\u4e86$180\u7684\u7522\u54c1\uff0c\u90a3\u9ebc\u6240\u6709\u4e92\u52d5\u90fd\u6703\u88ab\u5206\u914d\u76f8\u540c\u7684\u529f\u52de\u3002<\/p>\n

    \u5728\u9019\u7a2e\u60c5\u6cc1\u4e0b\u6709\u4e09\u500b\u63a5\u89f8\u9ede\uff0c\u6bcf\u500b\u63a5\u89f8\u9ede\u5c07\u7372\u5f9733%\u7684\u529f\u52de\u6216$60\u8f49\u5316\u50f9\u503c\u3002<\/p>\n

    \u00a0<\/p>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Linear Attribution Model(\u7dda\u6027\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h3>\n

    \u7dda\u6027\u6b78\u56e0\u6a21\u5f0f\u70ba\u4f60\u7684\u6240\u6709\u63a5\u89f8\u9ede\u63d0\u4f9b\u540c\u7b49\u50f9\u503c\uff0c\u800c\u4e0d\u662f\u55ae\u4e00\u4e92\u52d5\uff0c\u56e0\u6b64\u5b83\u53ef\u4ee5\u70ba\u4f60\u7684\u6578\u78bc\u71df\u92b7\u7b56\u7565\u5e36\u4f86\u66f4\u5e73\u8861\u7684\u898b\u89e3\u3002<\/p>\n

    \u4f46\u662f\uff0c\u9019\u4e5f\u610f\u5473\u8457\u5b83\u4e5f\u5c0d\u6240\u6709\u4e8b\u60c5\u90fd\u8ce6\u4e88\u540c\u7b49\u91cd\u8981\u6027\uff0c\u6c92\u6709\u8003\u616e\u5230\u53ef\u80fd\u6709\u4e00\u4e9b\u7b56\u7565\u6703\u6bd4\u5176\u4ed6\u7b56\u7565\u66f4\u70ba\u6709\u6548\u3002<\/p>\n

    \u00a0<\/p>\n

    (v) Time Decay Attribution (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f)<\/strong><\/h3>\n

    \"attribution<\/p>\n

    Time Decay Attribution (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f) \u7684\u516c\u5f0f\u76f8\u5c0d\u6bd4\u8f03\u8907\u96dc\uff0c\u727d\u6d89\u5230\u6578\u5b78\u3002\u6211\u4e0d\u6253\u7b97\u5728\u9019\u88e1\u9032\u4e00\u6b65\u89e3\u8aaa\uff0c\u5982\u679c\u4f60\u60f3\u77e5\u9053\u516c\u5f0f\uff0c\u6b61\u8fce\u67e5\u770b \u6b64\u6587<\/a>.<\/p>\n

    Time Decay Attribution (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f)\u8207Linear Attribution Model(\u7dda\u6027\u6b78\u56e0\u6a21\u5f0f)\u975e\u5e38\u76f8\u4f3c\uff0c\u9019\u6a21\u5f0f\u4e5f\u662f\u5c07\u529f\u52de\u5206\u914d\u5230\u591a\u500b\u63a5\u89f8\u9ede\u3002\u4f46\u4e0d\u540c\u7684\u662f\uff0cTime Decay Attribution (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f)\u9084\u6703\u8003\u616e\u5230\u8cfc\u8cb7\u904e\u7a0b\u4e2d\u767c\u751f\u4e92\u52d5\u3002<\/p>\n

    \u6108\u63a5\u8fd1\u8cfc\u8cb7\u6642\u9593\u6240\u767c\u751f\u7684\u4e92\u52d5\u6108\u5177\u6709\u50f9\u503c\uff0c\u7b2c\u4e00\u6b21\u4e92\u52d5\u7372\u5f97\u7684\u529f\u52de\u8f03\u5c11\uff0c\u800c\u6700\u5f8c\u4e00\u6b21\u4e92\u52d5\u7372\u5f97\u7684\u8f49\u5316\u529f\u52de\u6700\u5927\u3002<\/p>\n

    \u00a0<\/p>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Time Decay Attribution Model (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h3>\n

    \u5982\u679c\u4f60\u7684\u4f01\u696d\u5f88\u5927\u7a0b\u5ea6\u4f9d\u8cf4\u65bc\u5efa\u7acb\u5ba2\u6236\u95dc\u4fc2\uff0cTime Decay Attribution Model (\u6642\u9593\u8870\u6e1b\u6b78\u56e0\u6a21\u5f0f)\u53ef\u4ee5\u5e6b\u4f60\u5c07\u9019\u7a2e\u4e0d\u65b7\u9032\u5316\u7684\u95dc\u4fc2\u6982\u5ff5\u5316\u3002<\/p>\n

    \u4f46\u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c\u9019\u6a21\u5f0f\u6700\u5927\u9650\u5ea6\u6e1b\u5c11\u4e86\u65e9\u671f\u92b7\u552e\u6e20\u9053\u63a5\u89f8\u9ede\u7684\u5f71\u97ff\uff0c\u5c0d\u8f03\u9577\u7684\u92b7\u552e\u9031\u671f\u6216\u6602\u8cb4\u7684B2B \u7522\u54c1\u53ef\u80fd\u6703\u6bd4\u8f03\u70ba\u6709\u7528\u3002<\/p>\n

    \u00a0<\/h3>\n

    (vi) Position-Based Attribution (\u6839\u64da\u6392\u540d\u6b78\u56e0\u6a21\u5f0f)<\/strong><\/h3>\n

    \"Attribution<\/p>\n

    Position-Based Attribution (\u6839\u64da\u6392\u540d\u6b78\u56e0\u6a21\u5f0f)\uff0c\u53c8\u88ab\u7a31\u70ba U \u5f62\u6b78\u56e0\uff0c\u8f49\u63db\u529f\u52de\u5c07\u6703\u5206\u7d66\u6f5b\u5728\u5ba2\u6236\u8207\u4f60\u7684\u4f01\u696d\u7b2c\u4e00\u6b21\u7684\u4e92\u52d5\uff0c\u4ee5\u53ca\u4ed6\u5011\u6700\u5f8c\u6210\u529f\u8f49\u63db\u70ba\u92b7\u552e\u7684\u4e00\u523b\u3002<\/p>\n

    \u5728\u9019\u500b\u6a21\u5f0f\u4e2d\uff0c40%\u7684\u529f\u52de\u6703\u5206\u5225\u7d66\u4e88\u7d66\u7b2c\u4e00\u500b\u548c\u6700\u5f8c\u4e00\u500b\u63a5\u89f8\u9ede\uff0c\u800c\u5269\u4e0b\u768420%\u5247\u6703\u5206\u6563\u5728\u8cfc\u8cb7\u904e\u7a0b\u4e2d\u9593\u767c\u751f\u7684\u5176\u4ed6\u4e92\u52d5\u4e4b\u4e2d\u3002<\/p>\n

    \u4f8b\u5982\uff0c\u6f5b\u5728\u5ba2\u6236\u901a\u904eGoogle\u641c\u7d22\u8207\u4f60\u7684\u516c\u53f8\u53d6\u5f97\u806f\u7e6b\uff0c\u4e4b\u5f8c\u67e5\u770b\u4e86\u4f60\u7684Facebook\u9801\u9762\uff0c\u7136\u5f8c\u518d\u8a3b\u518a\u4e86\u4f60\u7684\u96fb\u5b50\u90f5\u4ef6\u7c21\u5831\u3002\u7b2c\u4e00\u500b\u548c\u6700\u5f8c\u4e00\u500b\u63a5\u89f8\u9ede\u5404\u7372\u5f9740%\u7684\u529f\u52de\uff0c\u800c Facebook\u8a2a\u554f\u5247\u7372\u5f97\u5269\u9918\u7684 20%\u3002<\/p>\n

    \u00a0<\/h3>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Position-Based Attribution (\u6839\u64da\u6392\u540d\u6b78\u56e0\u6a21\u5f0f)?<\/strong><\/h3>\n

    \u5c0d\u65bc\u5728\u8f49\u63db\u524d\u6709\u591a\u500b\u63a5\u89f8\u9ede\u7684\u4f01\u696d\u4f86\u8aaa\uff0cPosition-Based Attribution(\u6839\u64da\u6392\u540d\u6b78\u56e0\u6a21\u5f0f)\u662f\u4e00\u500b\u5f88\u597d\u7684\u6b78\u56e0\u6a21\u5f0f\u3002\u5b83\u6703\u5206\u914d\u529f\u52de\u7d66\u6bcf\u4e00\u6b21\u7684\u4e92\u52d5\uff0c \u4f46\u662f\uff0c\u5b83\u6703\u628a\u5f88\u5927\u90e8\u4efd\u7684\u529f\u52de\u5206\u914d\u7d66\u6700\u91cd\u8981\u7684\u5169\u500b\u4e92\u52d5\uff1a\u5ba2\u6236\u7b2c\u4e00\u6b21\u8207\u696d\u52d9\u4e92\u52d5\u548c\u4fc3\u6210\u8f49\u63db\u7684\u4e92\u52d5\u3002<\/p>\n

    \u00a0<\/p>\n

    2. \n\u4ec0\u9ebc\u662fAlgorithmic Attribution Model (\u6f14\u7b97\u6cd5\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h2>\n

    Algorithmic Attribution Model (\u6f14\u7b97\u6cd5\u6b78\u56e0\u6a21\u5f0f)\u9867\u540d\u601d\u7fa9\uff0c\u5c31\u662f\u6839\u64da\u6f14\u7b97\u6cd5\u5c07\u8f49\u63db\u529f\u52de\u5206\u914d\u7d66\u8f49\u63db\u8def\u5f91\u4e2d\u7684\u71df\u92b7\u63a5\u89f8\u9ede,\u6700\u5e38\u7528\u7684Algorithmic Attribution Model (\u6f14\u7b97\u6cd5\u6b78\u56e0\u6a21\u5f0f)\u5c31\u662fData-Driven Model(\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u3002<\/p>\n

    Data-Driven Model (DDA, \u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u9069\u7528\u65bc Google Analytics 360\u7684\u5ba2\u6236\uff0c\u8207\u5176\u4ed6\u6a21\u5f0f\u4e0d\u540c\uff0cDDA\u6a21\u5f0f\u4f7f\u7528\u6578\u64da\u751f\u6210\u4e00\u500b\u81ea\u8a02\u6a21\u5f0f\uff0c\u5c07\u529f\u52de\u5206\u914d\u7d66\u6574\u500b\u5ba2\u6236\u8cfc\u8cb7\u904e\u7a0b\u4e2d\u7684\u63a5\u89f8\u9ede\u3002<\/p>\n

    \u6b64\u6a21\u5f0f\u901a\u904e\u95dc\u806f\u5e33\u6236\u800c\u7372\u5f97Google Analytics\u6578\u64da\u548c\u4fe1\u606f\uff1aGoogle Ads\u3001GoogleDisplay Network \u548c Campaign Manager\uff0c\u7136\u5f8c\u4f7f\u7528\u9019\u4e9b\u4e92\u52d5\u5275\u5efa\u4e00\u500b\u6f14\u7b97\u6cd5\u4f86\u751f\u6210\u6b78\u56e0\u898f\u5247\u3002<\/p>\n

    \u53ef\u80fd\u662f\u6211\u7684\u601d\u60f3\u4e0d\u5920\u958b\u653e\uff0c\u53ea\u662f\u89ba\u5f97\u81ea\u5df1\u4e0d\u4e86\u89e3\u9019\u4e9b\u898f\u5247\uff0c\u8981\u4f9d\u9760\u9019\u500b\u6a21\u5f0f\u4f86\u4f5c\u5206\u6790\u7684\u8a71\uff0c\u611f\u89ba\u7e3d\u4e0d\u592a\u5b89\u5fc3\u3002\u4ee5DDA\u6a21\u5f0f\u70ba\u4f8b\uff0c\u6211\u6709\u6642\u6703\u61f7\u7591\u9019\u7a2e\u6a21\u5f0f\u6703\u50be\u5411\u65bc\u5c07\u66f4\u591a\u7684\u529f\u52de\u5206\u914d\u7d66\u81ea\u5df1\u7684\u7522\u54c1\uff08GDN\u3001Youtube\u548cGoogle\u641c\u5c0b\uff09\u591a\u65bc\u5176\u4ed6\u793e\u4ea4\u5a92\u9ad4\u5e73\u53f0\/\u7af6\u722d\u5c0d\u624b\uff08Facebook\u3001Linkedin\u548cIG\uff09\u3002\u4f46\u6709\u4eba\u6703\u8aaa\uff0c\u9019\u5c31\u662f\u6a5f\u5668\u5b78\u7fd2\u7684\u7f8e\u5999\u4e4b\u8655\uff0c\u5c31\u662f\u6c92\u6709\u9810\u8a02\u7684\u898f\u5247\uff01 \u6839\u64da\u4e0d\u540c\u7684\u7522\u54c1\uff0c\u4e0d\u540c\u7684\u4eba\uff0c\u4e0d\u540c\u7684\u6642\u9593\u548c\u5730\u9ede\uff0cMachine Learning\u6703\u56e0\u6642\u5236\u5b9c\u81ea\u8a02\u6a21\u5f0f\u9032\u884c\u5206\u914d\uff0c\u8b93\u5ee3\u544a\u5546\u6709\u4e00\u500b\u6240\u8b02\u7684\u66f4\u6e05\u6670\u7684\u756b\u9762\u3002<\/p>\n

    \u00a0<\/p>\n

    3. \u4ec0\u9ebc\u662fVendor Specific Attribution Models (\u4f9b\u61c9\u5546\u7279\u5b9a\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h2>\n

    Vendor Specific Attribution Models (\u4f9b\u61c9\u5546\u7279\u5b9a\u6b78\u56e0\u6a21\u5f0f)\u662f\u63d0\u4f9b\u7d66\u7279\u5b9a\u7684\u71df\u92b7\u5e73\u53f0\u4f9b\u61c9\u5546\uff0c\u4ee5\u6982\u5ff5\u5316\u9019\u4e9b\u5e73\u53f0\u5728\u8f49\u63db\u904e\u7a0b\u4e2d\u7684\u89d2\u8272\u548c\u529f\u7528\u3002\u00a0\u00a0<\/p>\n

    \u4f8b\u5982\uff0c\u5728 Google Analytics\u4e2d\uff0cGoogle Ads\u9ede\u64ca\u6b78\u56e0\u6a21\u5f0f\u5c07\u6240\u6709\u8f49\u63db\u529f\u52de\u5206\u914d\u7d66\u8f49\u63db\u8def\u5f91\u4e2d\u7684\u6700\u5f8c\u4e00\u6b21Google Ads \u9ede\u64ca\uff0c \u7136\u800c\uff0c\u9019\u5ffd\u7565\u4e86\u5176\u4ed6\u63a5\u89f8\u9ede\u5728\u8f49\u63db\u8def\u5f91\u4e2d\u7684\u4f5c\u7528\u3002<\/p>\n

    Facebook \u5728\u5176\u5206\u6790\u5e73\u53f0\u4e0a\u4e5f\u6709\u4e0d\u540c\u7684\u6b78\u56e0\u6a21\u5f0f\u3002<\/p>\n

    \u7c21\u800c\u8a00\u4e4b\uff0c\u6b64\u985e\u6a21\u5f0f\u6703\u9ad8\u5ea6\u504f\u9817\u65bc\u81ea\u5df1\u7684\u5e73\u53f0\uff0c\u4e26\u8a66\u5716\u76e1\u53ef\u80fd\u7372\u53d6\u6700\u591a\u7684\u8f49\u63db\u529f\u52de\u3002<\/p>\n

    \u00a0<\/p>\n

    4. \u4ec0\u9ebc\u662fCustom Attribution Models(\u81ea\u8a02\u6b78\u56e0\u6a21\u5f0f)\uff1f<\/strong><\/h2>\n

    \"Attribution<\/p>\n

    \u4f60\u5c0d\u6bcf\u500b\u63a5\u89f8\u9ede\u6709\u7279\u5b9a\u7684\u6bd4\u91cd\u6216\u50f9\u503c\u55ce\uff1f \u4f60\u6709\u7279\u5b9a\u7684\u6f0f\u6597\u9700\u8981\u8a55\u4f30\u55ce\uff1f<\/p>\n

    \u9019\u4e9b\u6a21\u5f0f\u53ef\u4ee5\u5728 Google Analytics\u4e2d\u5275\u5efa\uff0c\u5b83\u5011\u5141\u8a31\u4f01\u696d\u81ea\u8a02\u5404\u500b\u91cd\u8981\u63a5\u89f8\u9ede\u7684\u6bd4\u91cd\u3002<\/p>\n

    \u00a0<\/p>\n

    \u5982\u4f55\u81ea\u8a02\u4f60\u7684Attribution Models(\u6b78\u56e0\u6a21\u5f0f)?<\/strong><\/h3>\n

    \u5728\u9019\u88e1\u4f60\u53ef\u4ee5\u81ea\u8a02\u5f88\u591a\u6771\u897f\u3002<\/p>\n

    \"Attribution<\/p>\n

    \"Attribution<\/p>\n

    \u6ce8\u610f\uff01\u5982\u679c\u4f60\u60f3\u81ea\u8a02\u4f60\u7684\u6b78\u56e0\u6a21\u5f0f\uff0c\u8acb\u78ba\u4fdd\u4f60\u5df2\u95b1\u8b80 \u6b64\u6587<\/a> \u4e26\u4e86\u89e3\u6e05\u695a\u6b78\u56e0\u6a21\u5f0f\u7684\u6bcf\u500b\u6307\u6a19\u3002<\/p>\n

    \u00a0<\/h2>\n

    \u70ba\u4ec0\u9ebc\u4f7f\u7528\u6216\u4e0d\u4f7f\u7528Custom Attribution Models(\u81ea\u8a02\u6b78\u56e0\u6a21\u5f0f)?<\/strong><\/h3>\n

    \u5f9eAgency\u7684\u89d2\u5ea6\u4f86\u770b\uff0c\u7531\u65bc\u4f60\u53ef\u4ee5\u64cd\u7e31\u529f\u52de\u5206\u914d\u4f86\u5411\u5ba2\u6236\u9080\u529f\uff0c\u56e0\u6b64\u4f7f\u7528\u5b83\u53ef\u80fd\u6703\u975e\u5e38\u5177\u6709\u8aa4\u5c0e\u6027\u3002\u4f46\u662f\uff0c\u5982\u679c\u4f60\u662f\u54c1\u724c\u6301\u6709\u8005\u4e26\u5c0d\u5982\u4f55\u5206\u914d\u6b78\u56e0\u529f\u52de\u9032\u884c\u4e86\u6df1\u5165\u7814\u7a76\uff0c\u6b64\u65b9\u6cd5\u53ef\u80fd\u5f88\u6709\u7528\u3002<\/p>\n

    \u00a0<\/h2>\n

    \u7e3d\u7d50<\/strong><\/h2>\n

    \u4e00\u822c\u4f86\u8aaa\uff0c\u6211\u5011\u6703\u8aaaMulti-Touch\u7684\u6b78\u56e0\u6a21\u5f0f\u6bd4Single Touch\u66f4\u597d\uff0c\u56e0\u70baSingle Touch\u7684\u6b78\u56e0\u6a21\u5f0f\u7e3d\u662f\u6703\u5c0e\u81f4\u4e0d\u540c\u6e20\u9053\u7684\u52aa\u529b\/\u652f\u51fa\u5206\u914d\u975e\u5e38\u4e0d\u5e73\u8861\uff0c\u5f9e\u800c\u5f62\u6210\u4e0d\u5065\u5eb7\u7684\u71df\u92b7\u9031\u671f\u3002 \u4f8b\u5982\u4f7f\u7528\u6700\u7d42\u4e92\u52d5\u6b78\u56e0\u6a21\u5f0f\u7684\u8a71\uff0c\u92b7\u552e\u6f0f\u6597\u9802\u90e8\u7684\u80af\u5b9a\u6703\u88ab\u4f60\u5ffd\u7565\u4e86\u3002<\/p>\n

    \u4e16\u754c\u4e0a\u6c92\u6709\u6700\u597d\u7684\u6b78\u56e0\u6a21\u5f0f\uff0cPerformance Marketer\u6709\u4e00\u500b\u9ec3\u91d1\u516c\u5f0f\uff1a\u5728\u5f97\u51fa\u54ea\u500b\u6e20\u9053\u66f4\u597d\u7684\u7d50\u8ad6\u4e4b\u524d\uff0c\u8acb\u5617\u8a66\u6bd4\u8f03\u4e0d\u540c\u7684\u6a21\u5f0f\u3002\u6216\u8005\u5f9e\u53e6\u4e00\u65b9\u9762\u4f86\u8aaa\uff0c\u4f60\u60f3\u5448\u73fe\u751a\u9ebc\u7684\u7d50\u679c\u5c31\u90a3\u7528\u6700\u914d\u5408\u4f60\u7684Attribution Model\u3002<\/p>\n\n\n

    <\/p>","protected":false},"excerpt":{"rendered":"

    Attribution Models for Digital Marketer: An Essential Guide The distribution of resources within a society is a complex topic to cover as there is no correct or incorrect answer. The answer varies depending on the viewpoint of the individual. This is especially the case when it comes to digital marketing, particularly regarding the Attribution Model. […]<\/p>\n","protected":false},"author":6,"featured_media":21156,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[],"class_list":["post-21154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-analytics"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21154","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/comments?post=21154"}],"version-history":[{"count":1,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21154\/revisions"}],"predecessor-version":[{"id":25421,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21154\/revisions\/25421"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/21156"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=21154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=21154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=21154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}