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class=\"ez-toc-section\" id=\"%E6%95%B8%E6%93%9A%E9%A9%85%E5%8B%95%E6%B1%BA%E7%AD%96%EF%BC%9A%E8%A1%8C%E9%8A%B7%E7%B6%93%E7%90%86%E7%9A%84%E5%BF%85%E5%82%99%E6%8A%80%E8%83%BD\"><\/span>\u6578\u64da\u9a45\u52d5\u6c7a\u7b56\uff1a\u884c\u92b7\u7d93\u7406\u7684\u5fc5\u5099\u6280\u80fd<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u4f5c\u70ba\u884c\u92b7\u7d93\u7406\uff0c\u4f60\u4e0d\u50c5\u4f9d\u8cf4\u76f4\u89ba\u6216\u7d93\u9a57\u5236\u5b9a\u884c\u92b7\u7b56\u7565\u3002\u5728\u6578\u64da\u7206\u70b8\u7684\u6642\u4ee3\uff0c<b>\u6578\u64da\u9a45\u52d5\u6c7a\u7b56<\/b>\u81f3\u95dc\u91cd\u8981\u3002\u4f60\u9700\u5177\u5099\u5206\u6790\u6578\u64da\u3001\u63d0\u53d6\u6d1e\u5bdf\u4e26\u8f49\u5316\u70ba\u884c\u52d5\u7b56\u7565\u7684\u80fd\u529b\uff0c\u7406\u89e3\u6578\u5b57\u80cc\u5f8c\u7684\u6545\u4e8b\u3002<\/p>\n<p>\u90a3\u9ebc\uff0c\u5982\u4f55\u6210\u70ba\u6578\u64da\u9a45\u52d5\u7684\u884c\u92b7\u7d93\u7406\u5462\uff1f\u4ee5\u4e0b\u5e7e\u500b\u6b65\u9a5f\u5c07\u5e6b\u4f60\u638c\u63e1\u9019\u9805\u6838\u5fc3\u6280\u80fd\uff1a<\/p>\n<ul>\n<li><b>\u719f\u7df4\u638c\u63e1\u6578\u64da\u5206\u6790\u5de5\u5177\uff1a<\/b> \u7cbe\u901aGoogle Analytics\u3001Adobe Analytics\u7b49\u5de5\u5177\uff0c\u80fd\u63d0\u53d6\u95dc\u9375\u6307\u6a19\uff08KPI\uff09\u5982\u7db2\u7ad9\u6d41\u91cf\u548c\u8f49\u63db\u7387\uff0c\u4e26\u8a2d\u5b9a\u8ffd\u8e64\u6a5f\u5236\u4ee5\u6536\u96c6\u6578\u64da\u3002<\/li>\n<li><b>\u7cbe\u6e96\u5b9a\u7fa9KPI\u4e26\u8a2d\u5b9a\u76ee\u6a19\uff1a<\/b> \u660e\u78ba\u884c\u92b7\u76ee\u6a19\uff0c\u8a2d\u5b9a\u76f8\u61c9\u7684KPI\uff0c\u80fd\u6709\u6548\u8ffd\u8e64\u6d3b\u52d5\u6210\u6548\u4e26\u8abf\u6574\u7b56\u7565\u3002<\/li>\n<li><b>\u6df1\u5165\u7406\u89e3\u6578\u64da\u80cc\u5f8c\u7684\u610f\u7fa9\uff1a<\/b> \u5206\u6790\u6578\u64da\u4ee5\u627e\u51fa\u554f\u984c\u6839\u6e90\uff0c\u5236\u5b9a\u89e3\u6c7a\u65b9\u6848\uff0c\u4f8b\u5982\u63d0\u5347\u7db2\u7ad9\u5438\u5f15\u529b\u6216\u7528\u6236\u9ad4\u9a57\u3002<\/li>\n<li><b>\u5c07\u6578\u64da\u6d1e\u5bdf\u8f49\u5316\u70ba\u53ef\u884c\u7684\u7b56\u7565\uff1a<\/b> 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class=\"image-caption\">\u884c\u92b7\u7d93\u7406. Photos provided by unsplash<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"%E5%A6%82%E4%BD%95%E9%81%B8%E6%93%87%E6%9C%80%E9%81%A9%E5%90%88%E4%BD%A0%E7%9A%84%E8%A1%8C%E9%8A%B7%E8%81%B7%E4%BD%8D%EF%BC%9F%E8%88%88%E8%B6%A3%E3%80%81%E6%8A%80%E8%83%BD%E8%88%87%E8%81%B7%E6%B6%AF%E7%9B%AE%E6%A8%99%E7%9A%84%E5%AE%8C%E7%BE%8E%E5%8C%B9%E9%85%8D\"><\/span>\u5982\u4f55\u9078\u64c7\u6700\u9069\u5408\u4f60\u7684\u884c\u92b7\u8077\u4f4d\uff1f\u8208\u8da3\u3001\u6280\u80fd\u8207\u8077\u6daf\u76ee\u6a19\u7684\u5b8c\u7f8e\u5339\u914d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u9078\u64c7\u884c\u92b7\u8077\u4f4d\u5c31\u50cf\u6311\u9078\u5408\u9069\u7684\u8863\u670d\uff0c\u9700\u8981\u8003\u616e\u4f60\u7684\u8208\u8da3\u3001\u6280\u80fd\u548c\u8077\u6daf\u76ee\u6a19\u3002\u76f2\u76ee\u8ddf\u98a8\u6216\u50c5\u770b\u85aa\u8cc7\uff0c\u53ef\u80fd\u6703\u5c0e\u81f4\u9078\u64c7\u4e0d\u5408\u9069\u7684\u4f4d\u7f6e\uff0c\u5f71\u97ff\u4f60\u7684\u8077\u6daf\u767c\u5c55\u3002\u56e0\u6b64\uff0c\u9032\u884c\u4ed4\u7d30\u7684\u81ea\u6211\u8a55\u4f30\uff0c\u624d\u80fd\u627e\u5230\u6700\u9069\u5408\u81ea\u5df1\u7684\u8077\u4f4d\uff0c\u8b93\u8077\u6daf\u66f4\u9806\u5229\u3002<\/p>\n<p>\u9996\u5148\uff0c<b>\u8aa0\u5be6\u9762\u5c0d\u81ea\u5df1\u7684\u8208\u8da3\u548c\u6280\u80fd<\/b>\u3002\u4f60\u559c\u6b61\u8207\u4eba\u4e92\u52d5\u55ce\uff1f\u64c5\u9577\u6578\u64da\u5206\u6790\u6216\u5275\u5efa\u5438\u5f15\u4eba\u7684\u5167\u5bb9\uff1f\u4e0d\u540c\u7684\u8077\u4f4d\u9700\u8981\u4e0d\u540c\u7684\u80fd\u529b\u3002\u4f8b\u5982\uff1a<\/p>\n<ul>\n<li><b>\u884c\u92b7\u7d93\u7406<\/b>\u9700\u8981\u51fa\u8272\u7684\u9818\u5c0e\u80fd\u529b\u548c\u7b56\u7565\u601d\u7dad\uff0c\u80fd\u6709\u6548\u7ba1\u7406\u8cc7\u6e90\uff0c\u4e26\u5c07\u884c\u92b7\u7b56\u7565\u5206\u89e3\u6210\u53ef\u57f7\u884c\u7684\u4efb\u52d9\u3002<\/li>\n<li><b>\u884c\u92b7\u4f01\u5283<\/b>\u9700\u8981\u5275\u610f\u3001\u5206\u6790\u80fd\u529b\u4ee5\u53ca\u826f\u597d\u7684\u6e9d\u901a\u6280\u5de7\uff0c\u5c07\u884c\u92b7\u7b56\u7565\u8f49\u5316\u70ba\u5177\u9ad4\u65b9\u6848\uff0c\u4e26\u5be6\u65bd\u548c\u8ffd\u8e64\u6210\u6548\u3002<\/li>\n<li><b>\u5167\u5bb9\u884c\u92b7\u5c08\u54e1<\/b>\u9700\u5177\u5099\u512a\u79c0\u7684\u6587\u5b57\u80fd\u529b\u548c\u5275\u610f\uff0c\u80fd\u5275\u9020\u5438\u5f15\u8b80\u8005\u7684\u5167\u5bb9\uff0c\u4e26\u63a8\u5ee3\u548c\u5206\u767c\u3002<\/li>\n<li><b>\u793e\u7fa4\u5a92\u9ad4\u884c\u92b7<\/b>\u9700\u8981\u654f\u92b3\u7684\u6d1e\u5bdf\u529b\uff0c\u80fd\u5728\u5404\u793e\u7fa4\u5e73\u53f0\u4e0a\u8207\u4f7f\u7528\u8005\u4e92\u52d5\uff0c\u88fd\u4f5c\u7b26\u5408\u5e73\u53f0\u7279\u6027\u7684\u5167\u5bb9\u3002<\/li>\n<li><b>\u6578\u4f4d\u884c\u92b7\u5206\u6790\u5e2b<\/b>\u9700\u5177\u5099\u6578\u64da\u5206\u6790\u548c\u8996\u89ba\u5316\u80fd\u529b\uff0c\u5f9e\u6578\u64da\u4e2d\u63d0\u53d6\u6709\u50f9\u503c\u7684\u898b\u89e3\uff0c\u652f\u63f4\u884c\u92b7\u6c7a\u7b56\u3002<\/li>\n<li><b>\u54c1\u724c\u884c\u92b7\u7d93\u7406<\/b>\u9700\u6df1\u523b\u7406\u89e3\u54c1\u724c\u5f62\u8c61\uff0c\u5177\u5099\u826f\u597d\u7684\u7b56\u7565\u601d\u7dad\u548c\u5275\u610f\uff0c\u80fd\u5411\u76ee\u6a19\u5ba2\u6236\u50b3\u905e\u54c1\u724c\u50f9\u503c\u3002<\/li>\n<\/ul>\n<p>\u9664\u4e86\u8208\u8da3\u548c\u6280\u80fd\uff0c\u8003\u616e\u4f60\u7684<b>\u8077\u6daf\u76ee\u6a19<\/b>\u4e5f\u5f88\u91cd\u8981\u3002\u4f60\u5e0c\u671b\u77ed\u671f\u5167\u7372\u5f97\u9ad8\u85aa\uff0c\u9084\u662f\u66f4\u6ce8\u91cd\u9577\u671f\u767c\u5c55\uff1f\u6e05\u695a\u7684\u76ee\u6a19\u80fd\u5e6b\u52a9\u9078\u64c7\u5408\u9069\u7684\u8077\u4f4d\uff0c\u9032\u800c\u898f\u5283\u767c\u5c55\u8def\u5f91\u3002<\/p>\n<p>\u6b64\u5916\uff0c<b>\u7a4d\u6975\u5c0b\u6c42\u8cc7\u8a0a\u548c\u7d93\u9a57<\/b>\u4e5f\u80fd\u52a9\u4f60\u4e00\u81c2\u4e4b\u529b\u3002\u53c3\u52a0\u884c\u92b7\u7814\u8a0e\u6703\u3001\u95b1\u8b80\u76f8\u95dc\u66f8\u7c4d\uff0c\u6216\u5411\u5f9e\u696d\u8005\u8acb\u6559\uff0c\u90fd\u662f\u4e86\u89e3\u8077\u4f4d\u7684\u597d\u65b9\u6cd5\u3002\u5be6\u7fd2\u6216\u517c\u8077\u5de5\u4f5c\u4e5f\u80fd\u589e\u5f37\u5be6\u52d9\u7d93\u9a57\uff0c\u5e6b\u52a9\u4f60\u505a\u51fa\u660e\u667a\u9078\u64c7\u3002\u8a18\u4f4f\uff0c\u9078\u64c7\u884c\u92b7\u8077\u4f4d\u662f\u4e00\u500b\u6301\u7e8c\u5b78\u7fd2\u7684\u904e\u7a0b\uff0c\u627e\u5230\u6700\u9069\u5408\u81ea\u5df1\u7684\u4f4d\u7f6e\u81f3\u95dc\u91cd\u8981\u3002<\/p>\n<p>\u900f\u904e\u8a55\u4f30\u81ea\u8eab\u7684\u8208\u8da3\u3001\u6280\u80fd\u548c\u76ee\u6a19\uff0c\u4e26\u4e3b\u52d5\u5c0b\u6c42\u5b78\u7fd2\u6a5f\u6703\uff0c\u4f60\u5c07\u80fd\u627e\u5230\u7406\u60f3\u7684\u884c\u92b7\u8077\u4f4d\uff0c\u958b\u555f\u7cbe\u5f69\u7684\u8077\u6daf\uff01<\/p>\n<table>\n<caption><b>\u5982\u4f55\u9078\u64c7\u6700\u9069\u5408\u4f60\u7684\u884c\u92b7\u8077\u4f4d\uff1f<\/b><\/caption>\n<tr>\n<th>\u884c\u92b7\u8077\u4f4d<\/th>\n<th>\u6240\u9700\u6280\u80fd<\/th>\n<th>\u8077\u6daf\u76ee\u6a19\u8003\u91cf<\/th>\n<\/tr>\n<tr>\n<td><strong>\u884c\u92b7\u7d93\u7406<\/strong><\/td>\n<td>\u9818\u5c0e\u80fd\u529b\u3001\u7b56\u7565\u601d\u7dad\u3001\u8cc7\u6e90\u7ba1\u7406\u3001\u4efb\u52d9\u5206\u89e3<\/td>\n<td>\u9577\u671f\u767c\u5c55\uff0c\u7ba1\u7406\u8077\u6daf<\/td>\n<\/tr>\n<tr>\n<td><strong>\u884c\u92b7\u4f01\u5283<\/strong><\/td>\n<td>\u5275\u610f\u3001\u5206\u6790\u80fd\u529b\u3001\u6e9d\u901a\u6280\u5de7\u3001\u7b56\u7565\u57f7\u884c\u8207\u8ffd\u8e64<\/td>\n<td>\u7b56\u7565\u57f7\u884c\u3001\u65b9\u6848\u5be6\u65bd<\/td>\n<\/tr>\n<tr>\n<td><strong>\u5167\u5bb9\u884c\u92b7\u5c08\u54e1<\/strong><\/td>\n<td>\u6587\u5b57\u80fd\u529b\u3001\u5275\u610f\u3001\u5167\u5bb9\u5275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class=\"ez-toc-section\" id=\"FMCG%E5%93%81%E7%89%8C%E8%A1%8C%E9%8A%B7%E7%B6%93%E7%90%86%E6%89%80%E9%9C%80%E8%83%BD%E5%8A%9B%EF%BC%9A%E8%BB%9F%E7%A1%AC%E5%85%BC%E6%96%BD%EF%BC%8C%E6%88%90%E5%B0%B1%E5%8D%93%E8%B6%8A\"><\/span>FMCG\u54c1\u724c\u884c\u92b7\u7d93\u7406\u6240\u9700\u80fd\u529b\uff1a\u8edf\u786c\u517c\u65bd\uff0c\u6210\u5c31\u5353\u8d8a<span 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class=\"ez-toc-section\" id=\"%E5%96%84%E7%94%A8%E6%95%B8%E6%93%9A%E5%88%86%E6%9E%90%EF%BC%8C%E6%88%90%E7%82%BA%E6%95%B8%E6%93%9A%E9%A9%85%E5%8B%95%E7%9A%84%E8%A1%8C%E9%8A%B7%E6%B1%BA%E7%AD%96%E8%80%85\"><\/span>\u5584\u7528\u6578\u64da\u5206\u6790\uff0c\u6210\u70ba\u6578\u64da\u9a45\u52d5\u7684\u884c\u92b7\u6c7a\u7b56\u8005<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u4f5c\u70ba\u884c\u92b7\u7d93\u7406\uff0c\u6578\u64da\u5206\u6790\u662f\u4f60\u6210\u529f\u7684\u95dc\u9375\u5de5\u5177\u3002\u5728\u6578\u64da\u5145\u65a5\u7684\u6642\u4ee3\uff0c\u7406\u89e3\u9867\u5ba2\u884c\u70ba\u3001\u5e02\u5834\u8da8\u52e2\u53ca\u884c\u92b7\u6d3b\u52d5\u6548\u679c\uff0c\u80fd\u5e6b\u52a9\u4f60\u5236\u5b9a\u6709\u6548\u7b56\u7565\u3002<\/p>\n<p>\u6578\u64da\u5206\u6790\u80fd\u529b\u4e0d\u662f\u8207\u751f\u4ff1\u4f86\u7684\uff0c\u5b83\u9700\u8981\u5f8c\u5929\u7684\u5b78\u7fd2\u3002\u719f\u6089Google Analytics\u3001Facebook Insights\u7b49\u5de5\u5177\uff0c\u4e26\u4e86\u89e3\u5176\u904b\u4f5c\u908f\u8f2f\uff0c\u5305\u62ec\u8a2d\u5b9a\u8ffd\u8e64\u76ee\u6a19\u53ca\u7be9\u9078\u91cd\u8981\u8cc7\u8a0a\u662f\u5fc5\u9808\u7684\u3002\u6b64\u5916\uff0c\u5177\u5099\u57fa\u672c\u7684\u7d71\u8a08\u5b78\u77e5\u8b58\u548c\u5206\u6790\u65b9\u6cd5\uff0c\u5982A\/B\u6e2c\u8a66\u548c\u8ff4\u6b78\u5206\u6790\uff0c\u5c07\u63d0\u5347\u4f60\u7684\u6578\u64da\u6d1e\u5bdf\u529b\u3002<\/p>\n<p>\u66f4\u91cd\u8981\u7684\u662f\uff0c\u5f37\u5316\u4f60\u7684\u6578\u64da\u89e3\u8b80\u80fd\u529b\u3002\u5c07\u6578\u64da\u8f49\u5316\u70ba\u6545\u4e8b\uff0c\u5e6b\u52a9\u4f60\u7406\u89e3\u9867\u5ba2\u53cd\u61c9\u548c\u5e02\u5834\u6a5f\u6703\u3002\u4f8b\u5982\uff0c\u82e5\u767c\u73fe\u67d0\u5e74\u9f61\u5c64\u9867\u5ba2\u504f\u597d\u4f60\u7684\u7522\u54c1\uff0c\u53ef\u8abf\u6574\u5ee3\u544a\u7b56\u7565\u4ee5\u5438\u5f15\u9019\u7fa4\u9ad4\uff1b\u82e5\u67d0\u884c\u92b7\u6e20\u9053\u6548\u76ca\u4e0d\u5f70\uff0c\u5247\u9700\u8a55\u4f30\u5176\u6709\u6548\u6027\u4e26\u53ef\u80fd\u8abf\u6574\u6216\u505c\u6b62\u6295\u8cc7\u3002<\/p>\n<p>\u57f9\u990a\u6578\u64da\u9a45\u52d5\u7684\u601d\u7dad\u81f3\u95dc\u91cd\u8981\u3002\u4ee5\u6578\u64da\u70ba\u4f9d\u64da\u8abf\u6574\u884c\u92b7\u7b56\u7565\uff0c\u5efa\u7acb\u9f13\u52f5\u6578\u64da\u6536\u96c6\u548c\u5206\u6790\u7684\u5718\u968a\u6587\u5316\uff0c\u628a\u6578\u64da\u878d\u5165\u65e5\u5e38\u904b\u4f5c\u3002<\/p>\n<p>\u4ee5\u4e0b\u662f\u63d0\u5347\u6578\u64da\u5206\u6790\u80fd\u529b\u7684\u5be6\u7528\u5efa\u8b70\uff1a<\/p>\n<ul>\n<li><b>\u5b78\u7fd2\u6578\u64da\u5206\u6790\u5de5\u5177\uff1a<\/b>\u719f\u6089Google Analytics\u3001Facebook Insights\u7b49\u5e38\u7528\u5de5\u5177\u3002<\/li>\n<li><b>\u63d0\u5347\u7d71\u8a08\u5b78\u77e5\u8b58\uff1a<\/b>\u7406\u89e3\u5e73\u5747\u6578\u3001\u6a19\u6e96\u5dee\u3001\u76f8\u95dc\u4fc2\u6578\u7b49\u57fa\u672c\u6982\u5ff5\u3002<\/li>\n<li><b>\u5b78\u7fd2\u6578\u64da\u5206\u6790\u65b9\u6cd5\uff1a<\/b>\u638c\u63e1A\/B\u6e2c\u8a66\u3001\u8ff4\u6b78\u5206\u6790\u7b49\u6280\u8853\u3002<\/li>\n<li><b>\u57f9\u990a\u6578\u64da\u89e3\u8b80\u80fd\u529b\uff1a<\/b>\u5c07\u6578\u64da\u6545\u4e8b\u5316\uff0c\u8207\u884c\u92b7\u7b56\u7565\u76f8\u9023\u7d50\u3002<\/li>\n<li><b>\u5efa\u7acb\u6578\u64da\u9a45\u52d5\u6587\u5316\uff1a<\/b>\u63a8\u52d5\u5718\u968a\u6536\u96c6\u548c\u61c9\u7528\u6578\u64da\u5206\u6790\u7d50\u679c\u3002<\/li>\n<li><b>\u6301\u7e8c\u5b78\u7fd2\uff1a<\/b>\u96a8\u8457\u6578\u64da\u5206\u6790\u7684\u767c\u5c55\uff0c\u6301\u7e8c\u66f4\u65b0\u4f60\u7684\u6280\u80fd\u3002<\/li>\n<li><b>\u5c0b\u6c42\u5c08\u696d\u5354\u52a9\uff1a<\/b>\u5fc5\u8981\u6642\u53ef\u5c0b\u627e\u5c08\u696d\u6578\u64da\u5206\u6790\u652f\u6301\u3002<\/li>\n<\/ul>\n<p>\u7e3d\u4e4b\uff0c\u638c\u63e1\u6578\u64da\u5206\u6790\u5df2\u6210\u70ba\u884c\u92b7\u7d93\u7406\u7684\u5fc5\u5099\u6280\u80fd\u3002\u6709\u6548\u5229\u7528\u6578\u64da\uff0c\u5c07\u5e6b\u52a9\u4f60\u6e96\u78ba\u5b9a\u4f4d\u5ba2\u7fa4\u3001\u63d0\u5347\u5ee3\u544a\u6210\u6548\u4e26\u512a\u5316\u884c\u92b7\u7b56\u7565\uff0c\u6700\u7d42\u63d0\u5347\u6295\u8cc7\u56de\u5831\uff0c\u70ba\u4f01\u696d\u5275\u9020\u50f9\u503c\u3002<\/p>\n<p><a href=\"https:\/\/shenghua.tw\/%E8%A1%8C%E9%8A%B7%E7%B6%93%E7%90%86\/\" target=\"_blank\" rel=\"noopener\">\u53ef\u4ee5\u53c3\u8003 \u884c\u92b7\u7d93\u7406<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%A1%8C%E9%8A%B7%E7%B6%93%E7%90%86%E7%B5%90%E8%AB%96\"><\/span>\u884c\u92b7\u7d93\u7406\u7d50\u8ad6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u6210\u70ba\u4e00\u4f4d\u6210\u529f\u7684\u884c\u92b7\u7d93\u7406\uff0c\u9700\u8981\u7684\u4e0d\u50c5\u50c5\u662f\u5c08\u696d\u77e5\u8b58\u548c\u6280\u80fd\uff0c\u66f4\u9700\u8981\u57f9\u990a\u6b63\u78ba\u7684\u4eba\u683c\u7279\u8cea\u548c\u6301\u7e8c\u5b78\u7fd2\u7684\u7cbe\u795e\u3002  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