{"id":1168,"date":"2024-10-15T00:52:34","date_gmt":"2024-10-15T07:52:34","guid":{"rendered":"https:\/\/aarkiwebstg.wpenginepowered.com\/?p=1168"},"modified":"2024-11-06T03:46:03","modified_gmt":"2024-11-06T11:46:03","slug":"incrementality-testing-in-marketing","status":"publish","type":"post","link":"https:\/\/www.aarki.com\/ko\/insights\/incrementality-testing-in-marketing\/","title":{"rendered":"\uc99d\ubd84 \ud14c\uc2a4\ud2b8\uac00 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc5d0 \uc911\uc694\ud55c \uc774\uc720"},"content":{"rendered":"
\"Why<\/figure>\n\n\n\n

\uacbd\uc7c1\uc774 \uce58\uc5f4\ud55c \ubaa8\ubc14\uc77c \uc571 \uc2dc\uc7a5\uc5d0\uc11c \uafb8\uc900\ud55c \uc131\uc7a5\uc744 \uc774\ub8e8\ub294 \uac83\uc740 \uacb0\ucf54 \uc26c\uc6b4 \uc77c\uc774 \uc544\ub2c8\uba70, \ud2b9\ud788 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uc2e4\uc81c \ud6a8\uacfc\ub97c \uc815\ud655\ud558\uac8c \uce21\uc815\ud558\ub294 \uac83\uc740 \ub354\uc6b1 \uc5b4\ub835\uc2b5\ub2c8\ub2e4. \ub9c8\ucf00\ud130\ub4e4\uc740 \uc885\uc885 \uc2e0\uaddc \uace0\uac1d \ud655\ubcf4\uc640 \ub9ac\ud0c0\uac9f\ud305\uc5d0 \ub9c9\ub300\ud55c \uc790\uc6d0\uc744 \ud22c\uc790\ud558\uc9c0\ub9cc, \uacb0\uad6d \ub2e4\uc74c\uacfc \uac19\uc740 \uc758\ubb38\ub9cc \ub0a8\uac8c \ub429\ub2c8\ub2e4. \uc774 \ucea0\ud398\uc778\uc774 \uc2e4\uc81c\ub85c \ud6a8\uacfc\ub97c \ub0c8\uc744\uae4c\uc694, \uc544\ub2c8\uba74 \uc774 \uc0ac\uc6a9\uc790\ub4e4\uc740 \uc5b4\ucc28\ud53c \uc804\ud658\ud588\uc744\uae4c\uc694?<\/strong><\/p>\n\n\n\n

\ubc14\ub85c \uc774 \uc9c0\uc810\uc5d0\uc11c \uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\uac00 \ud544\uc218\uc801\uc774 \ub429\ub2c8\ub2e4. <\/strong>\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub294 \ub178\ub825\uc73c\ub85c \uc2e4\uc81c\ub85c \ubc1c\uc0dd\ud558\ub294 \ud6a8\uacfc \uc99d\ub300\ub97c \ubd84\ub9ac\ud574\ub0c4\uc73c\ub85c\uc368 \ubb34\uc5c7\uc774 \ud6a8\uacfc\uac00 \uc788\uace0 \ubb34\uc5c7\uc774 \ud6a8\uacfc\uac00 \uc5c6\ub294\uc9c0 \uba85\ud655\ud558\uac8c \ubcf4\uc5ec\uc8fc\uc5b4 \uc9c0\ucd9c\uc744 \ucd5c\uc801\ud654\ud558\uace0 \uc218\uc775\uc744 \uadf9\ub300\ud654\ud558\ub294 \ub370 \ub3c4\uc6c0\uc744 \uc90d\ub2c8\ub2e4.<\/p>\n\n\n\n

\ucea0\ud398\uc778\uc744 \ud6a8\uc728\uc801\uc73c\ub85c \ud655\uc7a5\ud558\ub824\uba74 \uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \uc774\ud574\ud558\uace0 \uc2e4\ud589\ud558\ub294 \uac83\uc774 \uc911\uc694\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc810\uc9c4\uc801 \ubc1c\uc804\uc774\ub780 \ubb34\uc5c7\uc744 \uc758\ubbf8\ud558\ub098\uc694?<\/h2>\n\n\n\n

\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 \uc131\uc7a5 \ub9c8\ucf00\ud130\ub4e4\uc774 \uc0ac\uc6a9\ud558\ub294 \uac15\ub825\ud55c \uce21\uc815 \ubc29\ubc95\ub860\uc785\ub2c8\ub2e4. \uc5d0\uac8c<\/strong> \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uc2e4\uc81c \ud6a8\uacfc\ub97c \ud310\ub2e8\ud569\ub2c8\ub2e4.<\/strong> \ub9c8\ucf00\ud130\ub294 \uc0ac\uc6a9\uc790\ub4e4\uc744 \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \ub300\uc870 \uadf8\ub8f9\uc73c\ub85c \uc138\uc2ec\ud558\uac8c \uad6c\ubd84\ud568\uc73c\ub85c\uc368 \uc571 \uc124\uce58 \uc99d\uac00, \uc0ac\uc6a9\uc790 \ucc38\uc5ec\ub3c4 \ud5a5\uc0c1, \ub9e4\ucd9c \uc99d\ub300 \ub4f1 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc73c\ub85c \ucc3d\ucd9c\ub418\ub294 \ucd94\uac00\uc801\uc778 \uac00\uce58\ub97c \ubd84\uc11d\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc774\ub7ec\ud55c \uc811\uadfc \ubc29\uc2dd\uc744 \ud1b5\ud574 \ub9c8\ucf00\ud130\ub294 \ucea0\ud398\uc778\uc758 \uad6c\uccb4\uc801\uc778 \uc601\ud5a5\uc744 \ubd84\ub9ac\ud558\uc5ec \uc9c4\uc815\ud55c \uc131\uc7a5\uc744 \uc774\ub044\ub294 \uc694\uc778\uacfc \ub2e8\uc21c\ud788 \uc790\uc5f0\uc801 \ucd94\uc138\uc5d0 \uae30\uc778\ud55c \uc694\uc778\uc744 \uad6c\ubd84\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud574 \ub370\uc774\ud130 \uae30\ubc18 \uc758\uc0ac\uacb0\uc815\uc744 \ub0b4\ub9ac\uace0 \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \uac1c\uc120\ud558\uc5ec \uad81\uadf9\uc801\uc73c\ub85c \uc790\uc6d0 \ubc30\ubd84\uc744 \ub354\uc6b1 \ud6a8\uc728\uc801\uc73c\ub85c \ud558\uace0 \ud22c\uc790 \uc218\uc775\ub960(ROI)\uc744 \ud5a5\uc0c1\uc2dc\ud0ac \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uac1c\ub150\uc744 \uc774\ud574\ud558\ub294 \uac83\uc740 A\/B \ud14c\uc2a4\ud2b8\uc640 \uac19\uc740 \ub2e4\ub978 \ud14c\uc2a4\ud2b8 \ubc29\ubc95\uacfc\uc758 \ucc28\uc774\uc810\uc744 \uc0b4\ud3b4\ubcf4\ub294 \ub370 \ud544\uc218\uc801\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc810\uc9c4\uc801 \ud3c9\uac00 \uc2e4\ud5d8\uc740 A\/B \uc2e4\ud5d8\uacfc \uc5b4\ub5bb\uac8c \ub2e4\ub978\uac00\uc694?<\/h2>\n\n\n\n

\uc99d\ubd84 \ud6a8\uacfc \uc2e4\ud5d8\uacfc A\/B \uc2e4\ud5d8\uc740 \ubaa8\ub450 \uc131\uc7a5 \ub9c8\ucf00\ud130\uc758 \ud544\uc218 \ubc29\ubc95\ub860\uc774\uc9c0\ub9cc, \ubaa9\uc801\uc774 \ub2e4\ub974\uace0 \ucea0\ud398\uc778 \uc131\uacfc\uc5d0 \ub300\ud55c \ud1b5\ucc30\ub825\ub3c4 \ub2e4\ub985\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc8fc\uc694 \ucd08\uc810 \uc99d\ubd84\uc131 \uc2e4\ud5d8<\/strong> \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \uc9c4\uc815\ud55c \uc778\uacfc\uc801 \uc601\ud5a5\uc744 \ud30c\uc545\ud558\ub294 \uac83\uc774 \ubaa9\uc801\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc2e4\ud5d8\uc740 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc5d0 \ub178\ucd9c\ub41c \uc2e4\ud5d8\uad70\uacfc \ub178\ucd9c\ub418\uc9c0 \uc54a\uc740 \ub300\uc870\uad70\uc758 \ud589\ub3d9\uc744 \ube44\uad50\ud558\uc5ec \ud2b9\uc815 \ucea0\ud398\uc778\uc774\ub098 \uac1c\uc785\uc758 \ud6a8\uacfc\ub97c \ubd84\ub9ac\ud574\ub0b4\ub294 \uac83\uc744 \ubaa9\ud45c\ub85c \ud569\ub2c8\ub2e4. <\/p>\n\n\n\n

\ubaa9\ud45c\ub294 \ucea0\ud398\uc778\uc744 \ud1b5\ud574 \ubc1c\uc0dd\ud55c \ucd94\uac00\uc801\uc778 \uc131\uacfc \ud5a5\uc0c1\uc744 \ud30c\uc545\ud558\ub294 \uac83, \uc989 \ubcf8\uc9c8\uc801\uc73c\ub85c \ub2e4\uc74c \uc9c8\ubb38\uc5d0 \ub2f5\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uc774 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc73c\ub85c \uc778\ud574 \ucd94\uac00\uc801\uc73c\ub85c \ubc1c\uc0dd\ud55c \uc804\ud658\uc728\uc774\ub098 \ub9e4\ucd9c\uc740 \uc5b4\ub290 \uc815\ub3c4\uc785\ub2c8\uae4c?<\/strong><\/p>\n\n\n\n

\uc774\uc640 \ub300\uc870\uc801\uc73c\ub85c A\/B \uc2e4\ud5d8(\ub610\ub294 \ubd84\ud560 \ud14c\uc2a4\ud2b8)\uc740 \uad11\uace0 \uc18c\uc7ac, \ub79c\ub529 \ud398\uc774\uc9c0, \uc774\uba54\uc77c \uc81c\ubaa9 \ub4f1 \ucea0\ud398\uc778 \ub0b4 \ub2e8\uc77c \uc694\uc18c\uc758 \ub450 \uac00\uc9c0 \uc774\uc0c1\uc758 \ubcc0\ud615\uc744 \ube44\uad50\ud558\uc5ec \uc5b4\ub5a4 \ubcc0\ud615\uc774 \ub354 \ub098\uc740 \uc131\uacfc\ub97c \ub0b4\ub294\uc9c0 \ud655\uc778\ud558\uae30 \uc704\ud574 \uc124\uacc4\ub418\uc5c8\uc2b5\ub2c8\ub2e4. A\/B \ud14c\uc2a4\ud2b8\ub294 \uc804\uccb4 \ucea0\ud398\uc778\uc758 \uc804\ubc18\uc801\uc778 \uc601\ud5a5\uc744 \ubd84\ub9ac\ud574\uc11c \ubd84\uc11d\ud558\ub294 \uac83\ubcf4\ub2e4\ub294 \uac1c\ubcc4 \uad6c\uc131 \uc694\uc18c\ub97c \ucd5c\uc801\ud654\ud558\ub294 \ub370 \uc911\uc810\uc744 \ub461\ub2c8\ub2e4.<\/p>\n\n\n\n

\"How<\/figure>\n\n\n\n

\ub9ac\ud0c0\uac9f\ud305 \ucea0\ud398\uc778\uc5d0\uc11c \uc99d\ubd84 \ud14c\uc2a4\ud2b8\uc758 \ud544\uc694\uc131<\/h2>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8<\/strong> ~\uc5d0 \ub9ac\ud0c0\uac9f\ud305<\/a> \uc774\ub294 \ub9ac\ud0c0\uac9f\ud305 \ucea0\ud398\uc778\uc774 \uc804\ud658\uc774\ub098 \ub9e4\ucd9c\uacfc \uac19\uc740 \ucd94\uac00\uc801\uc778 \uacb0\uacfc\ub97c \uc2e4\uc81c\ub85c \ucc3d\ucd9c\ud558\ub294\uc9c0 \uc5ec\ubd80\ub97c \ud310\ub2e8\ud558\ub294 \ub370 \ub9e4\uc6b0 \uc911\uc694\ud55c \ubc29\ubc95\uc785\ub2c8\ub2e4. \ucea0\ud398\uc778\uc774 \uc5c6\uc5c8\uc744 \ub54c \uc790\uc5f0\uc2a4\ub7fd\uac8c \ubc1c\uc0dd\ud588\uc744 \uacb0\uacfc\ubcf4\ub2e4 \ub354 \ub098\uc740 \uacb0\uacfc\ub97c \uac00\uc838\uc624\ub294\uc9c0 \ud655\uc778\ud558\ub294 \ub370 \ud544\uc218\uc801\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\ub9ac\ud0c0\uac9f\ud305 \ucea0\ud398\uc778\uc740 \uae4c\ub2e4\ub85c\uc6b8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/strong> \ub9ac\ud0c0\uac9f\ud305 \uad11\uace0\ub294 \uc774\ubbf8 \uc571\uc5d0 \uc775\uc219\ud55c \uc0ac\uc6a9\uc790\ub97c \ub300\uc0c1\uc73c\ub85c \ud558\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc0ac\uc6a9\uc790 \uc911 \uc77c\ubd80\ub294 \ub9ac\ud0c0\uac9f\ud305 \uad11\uace0\ub97c \ubcf4\uc9c0 \uc54a\uace0\ub3c4 \uc571\uc744 \ub2e4\uc2dc \ubc29\ubb38\ud558\uac70\ub098 \uc9c1\uc811 \uc804\ud658\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc99d\ubd84 \ud6a8\uacfc \ud14c\uc2a4\ud2b8\ub97c \ud558\uc9c0 \uc54a\uc73c\uba74 \ucea0\ud398\uc778\uc758 \uc601\ud5a5\uc744 \uc798\ubabb \ud574\uc11d\ud558\uc5ec \ubd80\uc815\ud655\ud55c \uae30\uc5ec\ub3c4 \ubd84\uc11d\uc73c\ub85c \uc774\uc5b4\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc608\ub97c \ub4e4\uc5b4, \uc774\uc804\uc5d0 \uc571\uc744 \uc124\uce58\ud55c \uc0ac\uc6a9\uc790\ub294 \ub9ac\ud0c0\uac9f\ud305 \uad11\uace0\ub97c \ubcf4\uc558\ub294\uc9c0 \uc5ec\ubd80\uc640 \uad00\uacc4\uc5c6\uc774 \uba70\uce60 \ub0b4\uc5d0 \uc571 \ub0b4 \uad6c\ub9e4\ub97c \ud560 \uc758\ud5a5\uc774 \uc788\uc5c8\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc99d\ubd84 \ud6a8\uacfc \ud14c\uc2a4\ud2b8\ub294 \ub9c8\ucf00\ud130\uac00 \ub9ac\ud0c0\uac9f\ud305 \uad11\uace0\uac00 \uad6c\ub9e4\ub97c \uc720\ub3c4\ud558\ub294 \ub370 \uacb0\uc815\uc801\uc778 \uc694\uc778\uc774\uc5c8\ub294\uc9c0, \uc544\ub2c8\uba74 \uc0ac\uc6a9\uc790\uac00 \uad11\uace0\uac00 \uc5c6\uc5c8\ub354\ub77c\ub3c4 \uad6c\ub9e4\ub97c \ud588\uc744 \uac83\uc778\uc9c0\ub97c \uce21\uc815\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \uc218\ud589\ud558\uae30 \uc704\ud55c \ubc29\ubc95\ub860<\/h2>\n\n\n\n

\uc99d\ubd84 \ud6a8\uacfc \ud14c\uc2a4\ud2b8\ub97c \uc704\ud574 \ub9c8\ucf00\ud130\ub294 \ub2e4\uc74c \ubc29\ubc95\ub860\uc744 \ud65c\uc6a9\ud558\uc5ec \uad11\uace0\uc5d0 \ub178\ucd9c\ub41c \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \uad11\uace0\ub97c \uc804\ud600 \ubc1b\uc9c0 \uc54a\uac70\ub098 \ub300\uccb4 \ucf58\ud150\uce20\ub97c \uc81c\uacf5\ubc1b\ub294 \ub300\uc870 \uadf8\ub8f9\uc744 \ube44\uad50\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub2e4\uc74c\uc740 \uc138 \uac00\uc9c0 \uc77c\ubc18\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\uce58\ub8cc\uc758\uc0ac\ubd84\uc11d(ITT)<\/h3>\n\n\n\n

\uc774 \ubc29\ubc95\uc5d0\uc11c\ub294 \uc0ac\uc6a9\uc790\ub97c \uc7ac\ucc38\uc5ec \uad11\uace0\ub97c \ubcfc \uc218 \uc788\ub294 \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \uad11\uace0\ub97c \ubcf4\uc9c0 \uc54a\ub294 \ub300\uc870 \uadf8\ub8f9\uc73c\ub85c \ub098\ub215\ub2c8\ub2e4. \ub450 \uadf8\ub8f9\uc758 \uacb0\uacfc\ub97c \ucd94\uc801\ud568\uc73c\ub85c\uc368 \ucea0\ud398\uc778\uc758 \uc804\ubc18\uc801\uc778 \ud6a8\uacfc\ub97c \ud3c9\uac00\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

\uacf5\uc775\uad11\uace0(PSA)<\/h3>\n\n\n\n

\uc2e4\ud5d8\uad70\uc740 \ud574\ub2f9 \ube0c\ub79c\ub4dc\uc758 \uad11\uace0\ub97c \uc2dc\uccad\ud558\uace0, \ub300\uc870\uad70\uc740 \uacf5\uc775 \uad11\uace0\ub97c \uc2dc\uccad\ud569\ub2c8\ub2e4. \uc774 \ubc29\ubc95\uc740 \ub450 \uadf8\ub8f9 \ubaa8\ub450 \uad11\uace0\uc5d0 \ub178\ucd9c\ub418\ubbc0\ub85c \uc678\ubd80 \uc7a1\uc74c\uc744 \uc904\uc5ec \ubcf4\ub2e4 "\ud604\uc2e4\uc801\uc778" \ube44\uad50\ub97c \uac00\ub2a5\ud558\uac8c \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

\uace0\uc2a4\ud2b8 \uad11\uace0<\/h3>\n\n\n\n

\uc774 \ubc29\ubc95\uc5d0\uc11c\ub294 \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uc5d0\ub294 \ube0c\ub79c\ub4dc \uad11\uace0\ub97c \ubcf4\uc5ec\uc8fc\uace0, \ub300\uc870 \uadf8\ub8f9\uc5d0\ub294 \ub2e4\ub978 \uad11\uace0\uc8fc\uc758 \uad11\uace0\ub97c \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \ub300\uc870 \uadf8\ub8f9\uc5d0\uc11c \uc5b4\ub5a4 \uc0ac\uc6a9\uc790\uac00 \uad11\uace0\ub97c \ubcf4\uc558\uc744\uc9c0 \ucd94\uc801\ud568\uc73c\ub85c\uc368, \uc774 \uc811\uadfc \ubc29\uc2dd\uc740 \uad11\uace0 \ub178\ucd9c \uc0ac\uc6a9\uc790\uc640 \ube44\ub178\ucd9c \uc0ac\uc6a9\uc790\ub97c \uc9c4\uc815\uc73c\ub85c \ub3d9\uc77c\ud55c \uc870\uac74\uc5d0\uc11c \ube44\uad50\ud560 \uc218 \uc788\ub3c4\ub85d \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

\"Methodologies<\/figure>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \uc704\ud55c \ubaa8\ubc94 \uc0ac\ub840 \ubc0f \uc77c\ubc18\uc801\uc778 \ud568\uc815<\/h2>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \ucd5c\ub300\ud55c \ud65c\uc6a9\ud558\uace0 \ud754\ud788 \ubc1c\uc0dd\ud558\ub294 \ubb38\uc81c\uc810\uc744 \ud53c\ud558\ub824\uba74 \ubaa8\ubc14\uc77c \uc571 \ub9c8\ucf00\ud130\ub294 \ub2e4\uc74c\uacfc \uac19\uc740 \ubaa8\ubc94 \uc0ac\ub840\ub97c \ub530\ub77c\uc57c \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

1. \uba85\ud655\ud558\uace0 \uad6c\uccb4\uc801\uc778 \ubaa9\ud45c\ub97c \uc124\uc815\ud558\uc138\uc694<\/h3>\n\n\n\n

\uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub97c \uc218\ud589\ud558\uae30 \uc804\uc5d0 \uc815\uc758\ud558\uc2ed\uc2dc\uc624. \ub2f9\uc2e0\uc774 \uce21\uc815\ud558\ub294 \uac83<\/strong>. \uc571 \uc124\uce58 \uc218\ub97c \ub298\ub9ac\uac70\ub098, \uc778\uc571 \uad6c\ub9e4\ub97c \ucd09\uc9c4\ud558\uac70\ub098, \uc774\ud0c8\ub960\uc744 \uc904\uc774\uace0 \uc2f6\uc73c\uc2e0\uac00\uc694? \uce21\uc815 \uac00\ub2a5\ud55c \ubaa9\ud45c\ub97c \uc124\uc815\ud558\uba74 \ud14c\uc2a4\ud2b8\ub97c \uc124\uacc4\ud558\uace0 \ucd94\uc801\ud560 \uc801\uc808\ud55c KPI\ub97c \uc2dd\ubcc4\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

\uba85\ud655\ud55c \ubaa9\ud45c \uc5c6\uc774 \uc810\uc9c4\uc801 \uac1c\uc120 \ud14c\uc2a4\ud2b8\ub97c \uc2e4\ud589\ud558\uba74 \uacb0\uacfc\uac00 \ubd88\ubd84\uba85\ud574\uc9c0\uace0 \uc790\uc6d0\uc774 \ub0ad\ube44\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uacb0\uad6d \uc2e4\ud589\uc5d0 \uc62e\uae38 \uc218 \uc5c6\ub294 \ub370\uc774\ud130\ub9cc \uc218\uc9d1\ud558\uac8c \ub418\uc5b4 \ud14c\uc2a4\ud2b8 \uacb0\uacfc\ub97c \ubc14\ud0d5\uc73c\ub85c \uc5b4\ub5a4 \uacb0\uc815\uc744 \ub0b4\ub824\uc57c \ud560\uc9c0 \ub9c9\ub9c9\ud574\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

2. \ub300\uc870\uad70\uc744 \uc2e0\uc911\ud558\uac8c \uc120\ud0dd\ud558\uc2ed\uc2dc\uc624.<\/h3>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\uc758 \uac00\uc7a5 \uc911\uc694\ud55c \uce21\uba74 \uc911 \ud558\ub098\ub294 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4. \ub300\uc870\uad70<\/strong>\u2014\uad11\uace0\ub098 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \ubcf4\uc9c0 \uc54a\ub294 \uc0ac\uc6a9\uc790 \uadf8\ub8f9\uc785\ub2c8\ub2e4. \ud575\uc2ec\uc740 \ub300\uc870\uad70\uc774 \ubaa9\ud45c \uace0\uac1d\uce35\uc744 \ub300\ud45c\ud558\uace0, \uc644\uc804\ud788 \ub178\ucd9c\ub418\uc9c0 \uc54a\uc74c<\/strong> \ud14c\uc2a4\ud2b8 \uc911\uc778 \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc5d0 \ub300\ud574.<\/p>\n\n\n\n

\ub300\uc870\uad70\uc774 \uc81c\ub300\ub85c \uc120\uc815\ub418\uc9c0 \uc54a\uc558\uac70\ub098 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uc77c\ubd80 \ub0b4\uc6a9\uc5d0 \ub178\ucd9c\ub420 \uacbd\uc6b0(\uc758\ub3c4\uce58 \uc54a\ub354\ub77c\ub3c4), \uacb0\uacfc\uac00 \ubd80\uc815\ud655\ud574\uc9c8 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub294 \ucea0\ud398\uc778\uc758 \ud6a8\uacfc\uc5d0 \ub300\ud55c \uc798\ubabb\ub41c \uacb0\ub860\uc73c\ub85c \uc774\uc5b4\uc838, \ucd94\uac00\uc801\uc778 \uc601\ud5a5\ub825\uc744 \uacfc\ub300\ud3c9\uac00\ud558\uac70\ub098 \uacfc\uc18c\ud3c9\uac00\ud558\uac8c \ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

3. \ucda9\ubd84\ud788 \ud070 \ud45c\ubcf8 \ud06c\uae30\ub97c \ud655\ubcf4\ud558\uc2ed\uc2dc\uc624.<\/h3>\n\n\n\n

\uc815\ud655\ud558\uace0 \ud1b5\uacc4\uc801\uc73c\ub85c \uc720\uc758\ubbf8\ud55c \uacb0\uacfc\ub97c \uc5bb\uc73c\ub824\uba74 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \ucda9\ubd84\ud788 \ud070 \ud45c\ubcf8 \ud06c\uae30<\/strong>. \uc99d\ubd84\uc131 \ud14c\uc2a4\ud2b8\ub294 A\/B \ud14c\uc2a4\ud2b8\uc640 \ub2ec\ub9ac \uc7a5\uae30\uc801\uc778 \ud6a8\uacfc\ub97c \uce21\uc815\ud558\uace0 \ub354 \ubcf5\uc7a1\ud55c \ubd84\uc11d\uc744 \ud3ec\ud568\ud558\ubbc0\ub85c \ud14c\uc2a4\ud2b8 \uadf8\ub8f9\uacfc \ub300\uc870 \uadf8\ub8f9\uc758 \uaddc\ubaa8\uac00 \ud074\uc218\ub85d \uc88b\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud45c\ubcf8 \ud06c\uae30\uac00 \uc791\uc73c\uba74 \ubb34\uc791\uc704 \uc7a1\uc74c\uc774 \uacb0\uacfc\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uccd0 \uc798\ubabb\ub41c \uacb0\ub860\uc744 \ub3c4\ucd9c\ud560 \uc704\ud5d8\uc774 \ucee4\uc9d1\ub2c8\ub2e4. \uc608\uc0b0 \uc81c\uc57d\uc774\ub098 \uc2dc\uac04 \uc81c\uc57d\uc774 \ud45c\ubcf8 \ud06c\uae30\ub97c \uc791\uac8c \ub9cc\ub4dc\ub294 \uc774\uc720\uac00 \ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774\ub294 \ub2e4\uc74c\uacfc \uac19\uc740 \uacb0\uacfc\ub97c \ucd08\ub798\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uacb0\ub860\uc774 \ub098\uc9c0 \uc54a\uac70\ub098 \uc65c\uace1\ub41c \uacb0\uacfc<\/strong>.<\/p>\n\n\n\n

4. \uc678\ubd80 \uc694\uc778\uc744 \uace0\ub824\ud558\uc2ed\uc2dc\uc624<\/h3>\n\n\n\n

\uacc4\uc808\uc131, \ud504\ub85c\ubaa8\uc158, \uc571 \uc2a4\ud1a0\uc5b4 \uc21c\uc704, \uc2ec\uc9c0\uc5b4 \uacbd\uc7c1\uc0ac \ud65c\ub3d9\uacfc \uac19\uc740 \uc678\ubd80 \uc694\uc778\uc740 \uc571 \uc131\ub2a5\uc5d0 \uc0c1\ub2f9\ud55c \uc601\ud5a5\uc744 \ubbf8\uce60 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ud734\uac00\ucca0\uc774\ub098 \ube14\ub799\ud504\ub77c\uc774\ub370\uc774\uc640 \uac19\uc740 \ud560\uc778 \ud589\uc0ac \uae30\uac04, \ub610\ub294 \uc571 \uc2a4\ud1a0\uc5b4 \ud504\ub85c\ubaa8\uc158\uc744 \uc9c4\ud589\ud558\ub294 \ub4f1 \ud2b8\ub798\ud53d\uc774 \ub9ce\uc740 \uc2dc\uae30\uc5d0 \ud14c\uc2a4\ud2b8\ub97c \uc2e4\ud589\ud558\uba74 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778 \uc790\uccb4 \uc678\uc758 \uc694\uc778\uc73c\ub85c \uc778\ud574 \uacb0\uacfc\uac00 \uc65c\uace1\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc678\ubd80 \uc694\uc778\uc744 \ubb34\uc2dc\ud558\uba74 \ub2e4\uc74c\uacfc \uac19\uc740 \uacb0\uacfc\uac00 \ucd08\ub798\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc9c0\ub098\uce58\uac8c \ub099\uad00\uc801\uc774\uac70\ub098 \ubd80\uc815\ud655\ud55c \uacb0\ub860<\/strong> \ucea0\ud398\uc778\uc758 \ud6a8\uacfc\uc5d0 \ub300\ud574 \uc774\uc57c\uae30\ud560 \ub54c\ub294 \ud56d\uc0c1 \ud14c\uc2a4\ud2b8 \uae30\uac04 \ub3d9\uc548 \uc0ac\uc6a9\uc790 \ud589\ub3d9\uc5d0 \uc601\ud5a5\uc744 \ubbf8\ucce4\uc744 \uc218 \uc788\ub294 \uc678\ubd80 \ud2b8\ub80c\ub4dc\uc640 \uacb0\uacfc\ub97c \ube44\uad50\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

5. \uc7a5\uae30\uc801\uc778 \uc601\ud5a5\uc744 \uce21\uc815\ud558\uc2ed\uc2dc\uc624<\/h3>\n\n\n\n

\uc99d\ubd84 \ud14c\uc2a4\ud2b8\uc5d0\ub294 \uc885\uc885 \ub2e4\uc74c\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \ub354 \uae34 \uc2dc\uac04 \ubc94\uc704<\/strong> \uae30\uc874 A\/B \ud14c\uc2a4\ud2b8\ubcf4\ub2e4 \ud6a8\uacfc\uc801\uc778 \uc774\uc720\ub294 \uc2dc\uac04 \uacbd\uacfc\uc5d0 \ub530\ub978 \uc2e4\uc81c \ucea0\ud398\uc778 \ud6a8\uacfc\ub97c \uce21\uc815\ud560 \uc218 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \ud2b9\ud788 \ubaa8\ubc14\uc77c \uc571\uc758 \uacbd\uc6b0 \uc0ac\uc6a9\uc790 \ud589\ub3d9\uc774 \uba70\uce60 \ub610\ub294 \uba87 \uc8fc\uc5d0 \uac78\uccd0 \ud06c\uac8c \ub2ec\ub77c\uc9c8 \uc218 \uc788\uc73c\ubbc0\ub85c, \ub108\ubb34 \ube60\ub978 \ud14c\uc2a4\ud2b8\ub294 \uc798\ubabb\ub41c \uacb0\uacfc\ub97c \ucd08\ub798\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud14c\uc2a4\ud2b8 \uc2e4\ud589 \uc9e7\uc740 \uc2dc\uac04<\/strong> \ucea0\ud398\uc778\uc758 \ucd94\uac00\uc801\uc778 \uac00\uce58\ub97c \uc644\uc804\ud788 \ud3ec\ucc29\ud558\uc9c0 \ubabb\ud560 \uc218\ub3c4 \uc788\uc73c\uba70, \ud2b9\ud788 \uc0ac\uc6a9\uc790 \ucc38\uc5ec\ub098 \uc218\uc775\uc774 \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \ub204\uc801\ub418\ub294 \uacbd\uc6b0\uc5d0\ub294 \ub354\uc6b1 \uadf8\ub807\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

6. \ucea0\ud398\uc778\uc744 \uc815\uae30\uc801\uc73c\ub85c \uac80\uc99d\ud558\uace0 \uc7ac\ud3c9\uac00\ud558\uc2ed\uc2dc\uc624.<\/h3>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub294 \uc77c\ud68c\uc131 \ud65c\ub3d9\uc774 \uc544\ub2d9\ub2c8\ub2e4. \uc0ac\uc6a9\uc790 \ud589\ub3d9\uacfc \uc2dc\uc7a5 \uc0c1\ud669\uc774 \ubcc0\ud654\ud568\uc5d0 \ub530\ub77c \ucea0\ud398\uc778\uc758 \ud6a8\uacfc\ub3c4 \ub2ec\ub77c\uc9d1\ub2c8\ub2e4. \ub530\ub77c\uc11c \uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\uc758 \uc911\uc694\uc131\uc744 \uc778\uc2dd\ud558\ub294 \uac83\uc774 \uc911\uc694\ud569\ub2c8\ub2e4. \uc815\uae30\uc801\uc73c\ub85c \uac80\uc99d\ud558\uace0 \uc7ac\ud3c9\uac00\ud558\uc2ed\uc2dc\uc624.<\/strong> \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \uc810\uc9c4\uc801\uc778 \ud6a8\uacfc\ub97c \ubd84\uc11d\ud558\uc5ec \uc9c0\uc18d\uc801\uc778 \ucd5c\uc801\ud654\ub97c \ubcf4\uc7a5\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

\ub9c8\ucf00\ud130\ub4e4\uc740 \ud14c\uc2a4\ud2b8\uac00 \uc644\ub8cc\ub418\uba74 \uc5bb\uc740 \uc778\uc0ac\uc774\ud2b8\uac00 \ubb34\uae30\ud55c \uc720\ud6a8\ud558\ub2e4\uace0 \uc0dd\uac01\ud558\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \ubaa8\ubc14\uc77c \uc571 \uc2dc\uc7a5\uc740 \ub9e4\uc6b0 \uc5ed\ub3d9\uc801\uc774\uba70, \uc624\ub298 \ud6a8\uacfc\uc801\uc778 \ubc29\ubc95\uc774 \ub0b4\uc77c\uc740 \ud6a8\uacfc\uc801\uc774\uc9c0 \uc54a\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc0ac\ub840 \uc5f0\uad6c: \uc18c\uc15c \uce74\uc9c0\ub178 \uac8c\uc784 \uc571, \uace0\uc2a4\ud2b8 \uad11\uace0 \ud14c\uc2a4\ud2b8 \ub3c4\uc785<\/h2>\n\n\n\n

\ud55c \uc18c\uc15c \uce74\uc9c0\ub178 \uac8c\uc784 \ud074\ub77c\uc774\uc5b8\ud2b8\uac00 \uc548\ub4dc\ub85c\uc774\ub4dc \ud50c\ub7ab\ud3fc\uc5d0\uc11c \ub9ac\ud0c0\uac9f\ud305 \ucea0\ud398\uc778\uc744 \uc2dc\ud5d8\ud574 \ubcf4\uace0 \uc2f6\uc5b4 \ud588\uc2b5\ub2c8\ub2e4. \uc774\ub97c \uc704\ud574 \ud3c9\uc0dd \uad6c\ub9e4\uc561\uc774 $20~$80 \uc0ac\uc774\uc778 \uc0c8\ub85c\uc6b4 \uc0ac\uc6a9\uc790\uce35\uc744 \ub300\uc0c1\uc73c\ub85c \uad00\ub828\uc131 \ub192\uc740 \ub3d9\uc601\uc0c1 \uad11\uace0\ub97c \uc81c\uacf5\ud558\uace0\uc790 \ud588\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

\uc2e4\ud5d8\uad70\uc740 \ud574\ub2f9 \uce74\ud14c\uace0\ub9ac \uc0ac\uc6a9\uc790 \uc911 \ub3d9\uc601\uc0c1 \uad11\uace0\ub97c \ubcf8 \uadf8\ub8f9\uc73c\ub85c \uad6c\uc131\ub418\uc5c8\uace0, \ub300\uc870\uad70\uc740 \ud574\ub2f9 \uce74\ud14c\uace0\ub9ac \uc0ac\uc6a9\uc790 \uc911 \ub514\uc2a4\ud50c\ub808\uc774 \ubc0f \ubc30\ub108 \uad11\uace0\ub97c \ubcf8 \uadf8\ub8f9\uc73c\ub85c \uad6c\uc131\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Aarki \ub178\ucd9c\uc740 \uc124\uce58\uc728, \uad6c\ub9e4\uc728 \ubc0f ARPU\ub97c \ub192\uc774\ub294 \ub370 \uae30\uc5ec\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc810\uc9c4\uc801 \ud14c\uc2a4\ud2b8\ub97c \ud1b5\ud574 \uc9c4\uc815\ud55c \ucea0\ud398\uc778 \uc131\uacfc\ub97c \ud655\uc778\ud558\uc138\uc694.<\/h2>\n\n\n\n

\uc5b4\ub5a4 \ucea0\ud398\uc778\uc774 \uc9c4\uc815\ud55c \uc131\uc7a5\uc744 \uc774\ub04c\uc5b4\ub0b4\ub294\uc9c0 \uc774\ud574\ud558\ub294 \uac83\uc740 \ub354 \uc774\uc0c1 \uc120\ud0dd\uc774 \uc544\ub2c8\ub77c \ud544\uc218\uc785\ub2c8\ub2e4. \uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub294 \ub9c8\ucf00\ud130\uac00 \uc790\uc5f0\uc801 \uc804\ud658\uacfc \ub9c8\ucf00\ud305 \ud65c\ub3d9\uc758 \uc9c1\uc811\uc801\uc778 \uc601\ud5a5\uc744 \ubc1b\uc740 \uc804\ud658\uc744 \uad6c\ubd84\ud558\ub294 \ub370 \ud544\uc694\ud55c \uba85\ud655\uc131\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \ucea0\ud398\uc778\uc758 \uc2e4\uc81c \ud6a8\uacfc\ub97c \ud30c\uc545\ud558\uace0 \ub370\uc774\ud130 \uae30\ubc18 \uc758\uc0ac \uacb0\uc815\uc744 \ud1b5\ud574 \uad11\uace0\ube44\ub97c \ucd5c\uc801\ud654\ud558\uace0 ROI\ub97c \uadf9\ub300\ud654\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc99d\ubd84 \ud14c\uc2a4\ud2b8\uc5d0 \ub300\ud574 \uc544\ub294 \uac83\ub9cc\uc73c\ub85c\ub294 \ucda9\ubd84\ud558\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \ud6a8\uacfc\uc801\uc778 \uc2e4\ud589\uc774 \ub9e4\uc6b0 \uc911\uc694\ud569\ub2c8\ub2e4. \uc801\uc808\ud55c \ubc29\ubc95\uc744 \uc120\ud0dd\ud558\ub294 \uac83\ubd80\ud130 \ud754\ud788 \ubc1c\uc0dd\ud558\ub294 \ud568\uc815\uc744 \ud53c\ud558\ub294 \uac83\uae4c\uc9c0, \uc99d\ubd84 \ud14c\uc2a4\ud2b8\ub294 \ubcf5\uc7a1\ud560 \uc218 \uc788\uc9c0\ub9cc \ubaa8\ubc14\uc77c \uc571\uc758 \uc9c0\uc18d \uac00\ub2a5\ud55c \uc131\uc7a5\uc744 \uc774\ub04c\uc5b4\ub0b4\ub294 \ub370 \uc788\uc5b4 \ud68d\uae30\uc801\uc778 \ubcc0\ud654\ub97c \uac00\uc838\uc62c \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc99d\ubd84 \ud14c\uc2a4\ud2b8\uac00 \ub9c8\ucf00\ud305 \uc131\uacfc\ub97c \uc5b4\ub5bb\uac8c \ud5a5\uc0c1\uc2dc\ud0ac \uc218 \uc788\ub294\uc9c0 \uc54c\uc544\ubcf4\uc2dc\uaca0\uc2b5\ub2c8\uae4c? \uc9c0\uae08 \ubc14\ub85c Aarki\uc5d0 \uc5f0\ub77d\ud558\uc138\uc694<\/strong><\/a> \ub354\uc6b1 \uc2a4\ub9c8\ud2b8\ud558\uace0 \ud6a8\uacfc\uc801\uc778 \ucea0\ud398\uc778\uc744 \uc2dc\uc791\ud558\uc5ec \uc2e4\uc9c8\uc801\uc778 \uacb0\uacfc\ub97c \uc5bb\uc73c\uc138\uc694.<\/p>","protected":false},"excerpt":{"rendered":"

\uacbd\uc7c1\uc774 \uce58\uc5f4\ud55c \ubaa8\ubc14\uc77c \uc571 \uc2dc\uc7a5\uc5d0\uc11c \uafb8\uc900\ud55c \uc131\uc7a5\uc744 \uc774\ub8e8\ub294 \uac83\uc740 \uacb0\ucf54 \uc26c\uc6b4 \uc77c\uc774 \uc544\ub2c8\uba70, \ud2b9\ud788 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc758 \uc2e4\uc81c \ud6a8\uacfc\ub97c \uc815\ud655\ud558\uac8c \uce21\uc815\ud558\ub294 \uac83\uc740 \ub354\uc6b1 \uc5b4\ub835\uc2b5\ub2c8\ub2e4. \ub9c8\ucf00\ud130\ub4e4\uc740 \ud754\ud788\u2026<\/p>","protected":false},"author":15,"featured_media":1169,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","event_date":"","external_url":"","gated_content":false,"hubspot_url":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-1168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"\nWhy Incrementality Testing Is Crucial for Marketing Campaigns - Aarki<\/title>\n<meta name=\"description\" content=\"Maximize the returns of your marketing efforts with incrementality testing. Gain insights into what really moves the needle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aarki.com\/ko\/insights\/incrementality-testing-in-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ko_KR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Incrementality Testing Is Crucial for Marketing Campaigns\" \/>\n<meta property=\"og:description\" content=\"Maximize the returns of your marketing efforts with incrementality testing. 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