{"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\/zh\/insights\/incrementality-testing-in-marketing\/","title":{"rendered":"\u4e3a\u4ec0\u4e48\u589e\u91cf\u6d4b\u8bd5\u5bf9\u4e8e\u8425\u9500\u6d3b\u52a8\u81f3\u5173\u91cd\u8981"},"content":{"rendered":"
\"Why<\/figure>\n\n\n\n

\u5728\u7ade\u4e89\u6fc0\u70c8\u7684\u79fb\u52a8\u5e94\u7528\u5e02\u573a\u4e2d\u5b9e\u73b0\u6301\u7eed\u589e\u957f\u7edd\u975e\u6613\u4e8b\uff0c\u5c24\u5176\u662f\u5728\u51c6\u786e\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u7684\u5b9e\u9645\u6548\u679c\u65b9\u9762\u3002\u8425\u9500\u4eba\u5458\u5e38\u5e38\u6295\u5165\u5927\u91cf\u8d44\u6e90\u7528\u4e8e\u7528\u6237\u83b7\u53d6\u548c\u91cd\u5b9a\u5411\uff0c\u6700\u7ec8\u5374\u53ea\u80fd\u7591\u60d1\uff1a \u8fd9\u6b21\u8425\u9500\u6d3b\u52a8\u771f\u7684\u4ea7\u751f\u4e86\u6548\u679c\u5417\uff1f\u8fd8\u662f\u8bf4\u8fd9\u4e9b\u7528\u6237\u65e0\u8bba\u5982\u4f55\u90fd\u4f1a\u8f6c\u5316\uff1f<\/strong><\/p>\n\n\n\n

\u8fd9\u65f6\uff0c\u589e\u91cf\u6d4b\u8bd5\u5c31\u663e\u5f97\u81f3\u5173\u91cd\u8981\u4e86\u3002. <\/strong>\u901a\u8fc7\u5206\u79bb\u51fa\u60a8\u7684\u52aa\u529b\u6240\u4ea7\u751f\u7684\u771f\u6b63\u63d0\u5347\uff0c\u589e\u91cf\u6d4b\u8bd5\u53ef\u4ee5\u6e05\u6670\u5730\u663e\u793a\u54ea\u4e9b\u6709\u6548\uff0c\u54ea\u4e9b\u65e0\u6548\uff0c\u4ece\u800c\u5e2e\u52a9\u60a8\u4f18\u5316\u652f\u51fa\u5e76\u6700\u5927\u5316\u56de\u62a5\u3002.<\/p>\n\n\n\n

\u5982\u679c\u60a8\u5e0c\u671b\u9ad8\u6548\u5730\u6269\u5c55\u8425\u9500\u6d3b\u52a8\uff0c\u7406\u89e3\u548c\u5b9e\u65bd\u589e\u91cf\u6d4b\u8bd5\u81f3\u5173\u91cd\u8981\u3002.<\/p>\n\n\n\n

\u589e\u91cf\u6027\u7684\u542b\u4e49\u662f\u4ec0\u4e48\uff1f<\/h2>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5\u662f\u589e\u957f\u8425\u9500\u4eba\u5458\u4f7f\u7528\u7684\u4e00\u79cd\u5f3a\u5927\u7684\u6d4b\u91cf\u65b9\u6cd5\u3002 \u5230<\/strong> \u786e\u5b9a\u5176\u8425\u9500\u6d3b\u52a8\u7684\u771f\u5b9e\u6548\u679c\u3002.<\/strong> \u901a\u8fc7\u5c06\u53d7\u4f17\u7fa4\u4f53\u4ed4\u7ec6\u7ec6\u5206\u4e3a\u6d4b\u8bd5\u7ec4\u548c\u5bf9\u7167\u7ec4\uff0c\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u5206\u6790\u5176\u52aa\u529b\u6240\u4ea7\u751f\u7684\u989d\u5916\u4ef7\u503c\u2014\u2014\u4f8b\u5982\uff0c\u5e94\u7528\u7a0b\u5e8f\u5b89\u88c5\u91cf\u589e\u52a0\u3001\u7528\u6237\u53c2\u4e0e\u5ea6\u63d0\u9ad8\u6216\u6536\u5165\u589e\u957f\u3002.<\/p>\n\n\n\n

\u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u8ba9\u8425\u9500\u4eba\u5458\u5206\u79bb\u51fa\u67d0\u4e2a\u8425\u9500\u6d3b\u52a8\u7684\u5177\u4f53\u5f71\u54cd\uff0c\u786e\u4fdd\u4ed6\u4eec\u4e86\u89e3\u662f\u4ec0\u4e48\u9a71\u52a8\u4e86\u771f\u6b63\u7684\u589e\u957f\uff0c\u800c\u4e0d\u662f\u4ec5\u4ec5\u5f52\u56e0\u4e8e\u81ea\u7136\u8d8b\u52bf\u3002.<\/p>\n\n\n\n

\u901a\u8fc7\u589e\u91cf\u6d4b\u8bd5\uff0c\u60a8\u53ef\u4ee5\u505a\u51fa\u6570\u636e\u9a71\u52a8\u7684\u51b3\u7b56\uff0c\u4ece\u800c\u4f18\u5316\u8425\u9500\u7b56\u7565\uff0c\u6700\u7ec8\u5b9e\u73b0\u66f4\u9ad8\u6548\u7684\u8d44\u6e90\u5206\u914d\u548c\u66f4\u9ad8\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002\u7406\u89e3\u8fd9\u4e00\u6982\u5ff5\u81f3\u5173\u91cd\u8981\uff0c\u56e0\u4e3a\u6211\u4eec\u9700\u8981\u6df1\u5165\u63a2\u8ba8\u5b83\u4e0e\u5176\u4ed6\u6d4b\u8bd5\u65b9\u6cd5\uff08\u4f8b\u5982 A\/B \u6d4b\u8bd5\uff09\u7684\u5f02\u540c\u3002.<\/p>\n\n\n\n

\u589e\u91cf\u5b9e\u9a8c\u4e0e A\/B \u5b9e\u9a8c\u6709\u4f55\u4e0d\u540c\uff1f<\/h2>\n\n\n\n

\u589e\u91cf\u5b9e\u9a8c\u548c A\/B \u5b9e\u9a8c\u90fd\u662f\u589e\u957f\u8425\u9500\u4eba\u5458\u5de5\u5177\u7bb1\u4e2d\u5fc5\u4e0d\u53ef\u5c11\u7684\u65b9\u6cd5\uff0c\u4f46\u5b83\u4eec\u7684\u76ee\u7684\u4e0d\u540c\uff0c\u5bf9\u8425\u9500\u6d3b\u52a8\u7684\u6548\u679c\u63d0\u4f9b\u4e86\u4e0d\u540c\u7684\u89c1\u89e3\u3002.<\/p>\n\n\n\n

\u4e3b\u8981\u5173\u6ce8\u70b9 \u589e\u91cf\u5b9e\u9a8c<\/strong> \u76ee\u7684\u662f\u786e\u5b9a\u8425\u9500\u6d3b\u52a8\u7684\u771f\u6b63\u56e0\u679c\u5f71\u54cd\u3002\u8fd9\u4e9b\u5b9e\u9a8c\u65e8\u5728\u901a\u8fc7\u6bd4\u8f83\u63a5\u53d7\u8425\u9500\u6d3b\u52a8\u7684\u6d4b\u8bd5\u7ec4\u548c\u672a\u63a5\u53d7\u8425\u9500\u6d3b\u52a8\u7684\u5bf9\u7167\u7ec4\u7684\u884c\u4e3a\uff0c\u6765\u5206\u79bb\u51fa\u7279\u5b9a\u8425\u9500\u6d3b\u52a8\u6216\u5e72\u9884\u63aa\u65bd\u7684\u6548\u679c\u3002. <\/p>\n\n\n\n

\u76ee\u6807\u662f\u786e\u5b9a\u6b64\u6b21\u8425\u9500\u6d3b\u52a8\u5e26\u6765\u7684\u589e\u91cf\u63d0\u5347\u2014\u2014\u672c\u8d28\u4e0a\u662f\u56de\u7b54\u4ee5\u4e0b\u95ee\u9898\uff1a \u8fd9\u9879\u8425\u9500\u6d3b\u52a8\u5e26\u6765\u4e86\u54ea\u4e9b\u989d\u5916\u7684\u8f6c\u5316\u7387\u6216\u6536\u5165\uff1f<\/strong><\/p>\n\n\n\n

\u76f8\u6bd4\u4e4b\u4e0b\uff0cA\/B \u6d4b\u8bd5\uff08\u6216\u62c6\u5206\u6d4b\u8bd5\uff09\u65e8\u5728\u6bd4\u8f83\u8425\u9500\u6d3b\u52a8\u4e2d\u540c\u4e00\u5143\u7d20\u7684\u4e24\u4e2a\u6216\u591a\u4e2a\u4e0d\u540c\u7248\u672c\u2014\u2014\u4f8b\u5982\u5e7f\u544a\u521b\u610f\u3001\u843d\u5730\u9875\u6216\u7535\u5b50\u90ae\u4ef6\u4e3b\u9898\u2014\u2014\u4ee5\u786e\u5b9a\u54ea\u4e2a\u7248\u672c\u6548\u679c\u66f4\u4f73\u3002A\/B \u6d4b\u8bd5\u4fa7\u91cd\u4e8e\u4f18\u5316\u5355\u4e2a\u7ec4\u4ef6\uff0c\u800c\u4e0d\u662f\u8bc4\u4f30\u6574\u4e2a\u8425\u9500\u6d3b\u52a8\u7684\u6574\u4f53\u6548\u679c\u3002.<\/p>\n\n\n\n

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

\u91cd\u5b9a\u5411\u8425\u9500\u6d3b\u52a8\u4e2d\u589e\u91cf\u6d4b\u8bd5\u7684\u5fc5\u8981\u6027<\/h2>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5<\/strong> \u5728 \u91cd\u65b0\u5b9a\u4f4d<\/a> \u8fd9\u662f\u786e\u5b9a\u91cd\u5b9a\u5411\u5e7f\u544a\u7cfb\u5217\u662f\u5426\u771f\u6b63\u5e26\u6765\u589e\u91cf\u7ed3\u679c\uff08\u4f8b\u5982\u8f6c\u5316\u7387\u6216\u6536\u5165\uff09\u7684\u5173\u952e\u65b9\u6cd5\uff0c\u8fd9\u4e9b\u7ed3\u679c\u5728\u6ca1\u6709\u8be5\u5e7f\u544a\u7cfb\u5217\u7684\u60c5\u51b5\u4e0b\u81ea\u7136\u4f1a\u53d1\u751f\u3002.<\/p>\n\n\n\n

\u91cd\u5b9a\u5411\u5e7f\u544a\u7cfb\u5217\u53ef\u80fd\u5f88\u68d8\u624b<\/strong> \u56e0\u4e3a\u5b83\u4eec\u7684\u76ee\u6807\u7528\u6237\u662f\u5df2\u7ecf\u719f\u6089\u60a8\u5e94\u7528\u7684\u7528\u6237\u3002\u5373\u4f7f\u6ca1\u6709\u770b\u5230\u60a8\u7684\u91cd\u5b9a\u5411\u5e7f\u544a\uff0c\u5176\u4e2d\u4e00\u4e9b\u7528\u6237\u4e5f\u53ef\u80fd\u4f1a\u81ea\u884c\u8fd4\u56de\u60a8\u7684\u5e94\u7528\u6216\u5b8c\u6210\u8f6c\u5316\u3002\u5982\u679c\u6ca1\u6709\u589e\u91cf\u6d4b\u8bd5\uff0c\u5f88\u5bb9\u6613\u8bef\u89e3\u5e7f\u544a\u7cfb\u5217\u7684\u6548\u679c\uff0c\u5bfc\u81f4\u5f52\u56e0\u4e0d\u51c6\u786e\u3002.<\/p>\n\n\n\n

\u4f8b\u5982\uff0c\u4e4b\u524d\u5b89\u88c5\u8fc7\u60a8\u5e94\u7528\u7684\u7528\u6237\u53ef\u80fd\u6253\u7b97\u5728\u51e0\u5929\u540e\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\uff0c\u65e0\u8bba\u4ed6\u4eec\u662f\u5426\u770b\u5230\u8fc7\u60a8\u7684\u91cd\u5b9a\u5411\u5e7f\u544a\u3002\u589e\u91cf\u6d4b\u8bd5\u53ef\u4ee5\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u8861\u91cf\u91cd\u5b9a\u5411\u5e7f\u544a\u662f\u5426\u662f\u4fc3\u6210\u8d2d\u4e70\u7684\u51b3\u5b9a\u6027\u56e0\u7d20\uff0c\u6216\u8005\u7528\u6237\u662f\u5426\u65e0\u8bba\u5982\u4f55\u90fd\u4f1a\u5b8c\u6210\u8d2d\u4e70\u3002.<\/p>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5\u65b9\u6cd5<\/h2>\n\n\n\n

\u5bf9\u4e8e\u589e\u91cf\u6d4b\u8bd5\uff0c\u4ee5\u4e0b\u65b9\u6cd5\u53ef\u4ee5\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u6bd4\u8f83\u63a5\u89e6\u5e7f\u544a\u7684\u6d4b\u8bd5\u7ec4\u4e0e\u4e0d\u63a5\u89e6\u5e7f\u544a\u6216\u63a5\u6536\u5176\u4ed6\u5185\u5bb9\u7684\u5bf9\u7167\u7ec4\u3002\u4ee5\u4e0b\u662f\u4e09\u79cd\u5e38\u7528\u65b9\u6cd5\uff1a<\/p>\n\n\n\n

\u610f\u5411\u6cbb\u7597\u5206\u6790 (ITT)<\/h3>\n\n\n\n

\u5728\u8fd9\u79cd\u65b9\u6cd5\u4e2d\uff0c\u7528\u6237\u88ab\u5206\u4e3a\u6d4b\u8bd5\u7ec4\u548c\u5bf9\u7167\u7ec4\u3002\u6d4b\u8bd5\u7ec4\u7684\u7528\u6237\u53ef\u4ee5\u770b\u5230\u518d\u4e92\u52a8\u5e7f\u544a\uff0c\u800c\u5bf9\u7167\u7ec4\u7684\u7528\u6237\u5219\u770b\u4e0d\u5230\u4efb\u4f55\u5e7f\u544a\u3002\u901a\u8fc7\u8ffd\u8e2a\u4e24\u7ec4\u7528\u6237\u7684\u7ed3\u679c\uff0c\u53ef\u4ee5\u5e2e\u52a9\u8bc4\u4f30\u5e7f\u544a\u6d3b\u52a8\u7684\u6574\u4f53\u6548\u679c\u3002.<\/p>\n\n\n\n

\u516c\u76ca\u5e7f\u544a\uff08PSA\uff09<\/h3>\n\n\n\n

\u6d4b\u8bd5\u7ec4\u89c2\u770b\u54c1\u724c\u5e7f\u544a\uff0c\u800c\u5bf9\u7167\u7ec4\u89c2\u770b\u516c\u76ca\u5e7f\u544a\u3002\u8fd9\u79cd\u65b9\u6cd5\u80fd\u63d0\u4f9b\u66f4\u201c\u771f\u5b9e\u201d\u7684\u5bf9\u6bd4\uff0c\u56e0\u4e3a\u4e24\u7ec4\u90fd\u63a5\u89e6\u5230\u4e86\u5e7f\u544a\uff0c\u4ece\u800c\u51cf\u5c11\u4e86\u5916\u90e8\u5e72\u6270\u3002.<\/p>\n\n\n\n

\u5e7d\u7075\u5e7f\u544a<\/h3>\n\n\n\n

\u5728\u8fd9\u79cd\u65b9\u6cd5\u4e2d\uff0c\u6d4b\u8bd5\u7ec4\u4f1a\u770b\u5230\u54c1\u724c\u5e7f\u544a\uff0c\u800c\u5bf9\u7167\u7ec4\u4f1a\u770b\u5230\u5176\u4ed6\u5e7f\u544a\u5546\u7684\u5e7f\u544a\u3002\u901a\u8fc7\u8ffd\u8e2a\u5bf9\u7167\u7ec4\u4e2d\u54ea\u4e9b\u7528\u6237\u4f1a\u770b\u5230\u8fd9\u4e9b\u5e7f\u544a\uff0c\u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u771f\u6b63\u5b9e\u73b0\u63a5\u89e6\u8fc7\u5e7f\u544a\u7684\u7528\u6237\u4e0e\u672a\u63a5\u89e6\u8fc7\u5e7f\u544a\u7684\u7528\u6237\u4e4b\u95f4\u7684\u201c\u540c\u7c7b\u6bd4\u8f83\u201d\u3002.<\/p>\n\n\n\n

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

\u589e\u91cf\u6d4b\u8bd5\u7684\u6700\u4f73\u5b9e\u8df5\u548c\u5e38\u89c1\u9677\u9631<\/h2>\n\n\n\n

\u4e3a\u4e86\u5145\u5206\u5229\u7528\u589e\u91cf\u6d4b\u8bd5\u5e76\u907f\u514d\u5e38\u89c1\u9677\u9631\uff0c\u79fb\u52a8\u5e94\u7528\u8425\u9500\u4eba\u5458\u5e94\u9075\u5faa\u4ee5\u4e0b\u6700\u4f73\u5b9e\u8df5\uff1a<\/p>\n\n\n\n

1. \u8bbe\u5b9a\u6e05\u6670\u3001\u5177\u4f53\u7684\u76ee\u6807<\/h3>\n\n\n\n

\u5728\u8fdb\u884c\u4efb\u4f55\u589e\u91cf\u6d4b\u8bd5\u4e4b\u524d\uff0c\u8bf7\u5b9a\u4e49 \u4f60\u5728\u6d4b\u91cf\u4ec0\u4e48<\/strong>. \u60a8\u662f\u5426\u5e0c\u671b\u589e\u52a0\u5e94\u7528\u5b89\u88c5\u91cf\u3001\u63d0\u5347\u5e94\u7528\u5185\u8d2d\u4e70\u91cf\u6216\u964d\u4f4e\u7528\u6237\u6d41\u5931\u7387\uff1f\u8bbe\u5b9a\u53ef\u8861\u91cf\u7684\u76ee\u6807\u4e5f\u6709\u52a9\u4e8e\u8bbe\u8ba1\u6d4b\u8bd5\u65b9\u6848\u5e76\u786e\u5b9a\u8981\u8ddf\u8e2a\u7684\u6b63\u786e\u5173\u952e\u7ee9\u6548\u6307\u6807 (KPI)\u3002.<\/p>\n\n\n\n

\u5982\u679c\u6ca1\u6709\u660e\u786e\u7684\u76ee\u6807\uff0c\u8fdb\u884c\u589e\u91cf\u6d4b\u8bd5\u53ef\u80fd\u4f1a\u5bfc\u81f4\u7ed3\u679c\u7f3a\u4e4f\u91cd\u70b9\uff0c\u6d6a\u8d39\u8d44\u6e90\u3002\u6700\u7ec8\uff0c\u4f60\u53ef\u80fd\u4f1a\u6536\u96c6\u5230\u4e00\u4e9b\u65e0\u6cd5\u5b9e\u9645\u5e94\u7528\u7684\u6570\u636e\uff0c\u8ba9\u4f60\u65e0\u6cd5\u6839\u636e\u6d4b\u8bd5\u7ed3\u679c\u505a\u51fa\u51b3\u7b56\u3002.<\/p>\n\n\n\n

2. \u4ed4\u7ec6\u9009\u62e9\u5bf9\u7167\u7ec4<\/h3>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5\u6700\u91cd\u8981\u7684\u65b9\u9762\u4e4b\u4e00\u662f \u5bf9\u7167\u7ec4<\/strong>\u2014\u2014\u4e00\u7ec4\u4e0d\u4f1a\u770b\u5230\u5e7f\u544a\u6216\u8425\u9500\u6d3b\u52a8\u7684\u7528\u6237\u3002\u5173\u952e\u662f\u8981\u786e\u4fdd\u5bf9\u7167\u7ec4\u80fd\u591f\u4ee3\u8868\u4f60\u7684\u76ee\u6807\u53d7\u4f17\uff0c\u5e76\u4e14 \u5b8c\u5168\u672a\u66dd\u5149<\/strong> \u9488\u5bf9\u6b63\u5728\u6d4b\u8bd5\u7684\u8425\u9500\u6d3b\u52a8\u3002.<\/p>\n\n\n\n

\u5982\u679c\u5bf9\u7167\u7ec4\u9009\u62e9\u4e0d\u5f53\uff0c\u6216\u8005\u63a5\u89e6\u5230\u8425\u9500\u6d3b\u52a8\u7684\u67d0\u4e9b\u90e8\u5206\uff08\u5373\u4f7f\u662f\u65e0\u610f\u7684\uff09\uff0c\u7ed3\u679c\u5c31\u4f1a\u4e0d\u51c6\u786e\u3002\u8fd9\u53ef\u80fd\u5bfc\u81f4\u5bf9\u8425\u9500\u6d3b\u52a8\u6548\u679c\u7684\u9519\u8bef\u7ed3\u8bba\uff0c\u8981\u4e48\u9ad8\u4f30\u8981\u4e48\u4f4e\u4f30\u5176\u589e\u91cf\u5f71\u54cd\u3002.<\/p>\n\n\n\n

3. \u786e\u4fdd\u6837\u672c\u91cf\u8db3\u591f\u5927<\/h3>\n\n\n\n

\u4e3a\u4e86\u83b7\u5f97\u51c6\u786e\u3001\u5177\u6709\u7edf\u8ba1\u5b66\u610f\u4e49\u7684\u7ed3\u679c\uff0c\u4f60\u9700\u8981\u4e00\u4e2a \u8db3\u591f\u5927\u7684\u6837\u672c\u91cf<\/strong>. \u4e0e A\/B \u6d4b\u8bd5\u4e0d\u540c\uff0c\u589e\u91cf\u6d4b\u8bd5\u8861\u91cf\u7684\u662f\u957f\u671f\u6548\u679c\uff0c\u5e76\u4e14\u6d89\u53ca\u66f4\u590d\u6742\u7684\u5206\u6790\uff0c\u56e0\u6b64\u6d4b\u8bd5\u7ec4\u548c\u5bf9\u7167\u7ec4\u7684\u89c4\u6a21\u8d8a\u5927\u8d8a\u597d\u3002.<\/p>\n\n\n\n

\u6837\u672c\u91cf\u8fc7\u5c0f\u4f1a\u589e\u52a0\u968f\u673a\u566a\u58f0\u5f71\u54cd\u7ed3\u679c\u7684\u98ce\u9669\uff0c\u4ece\u800c\u5bfc\u81f4\u9519\u8bef\u7684\u7ed3\u8bba\u3002\u9884\u7b97\u9650\u5236\u6216\u65f6\u95f4\u9650\u5236\u53ef\u80fd\u662f\u6837\u672c\u91cf\u8fc7\u5c0f\u7684\u539f\u56e0\u3002\u7136\u800c\uff0c\u8fd9\u53ef\u80fd\u4f1a\u5bfc\u81f4\u2026\u2026 \u7ed3\u679c\u4e0d\u786e\u5b9a\u6216\u6709\u504f\u5dee<\/strong>.<\/p>\n\n\n\n

4. \u8003\u8651\u5916\u90e8\u56e0\u7d20<\/h3>\n\n\n\n

\u5916\u90e8\u56e0\u7d20\u2014\u2014\u4f8b\u5982\u5b63\u8282\u6027\u3001\u4fc3\u9500\u6d3b\u52a8\u3001\u5e94\u7528\u5546\u5e97\u6392\u540d\uff0c\u751a\u81f3\u662f\u7ade\u4e89\u5bf9\u624b\u7684\u6d3b\u52a8\u2014\u2014\u90fd\u4f1a\u5bf9\u5e94\u7528\u7684\u6027\u80fd\u4ea7\u751f\u663e\u8457\u5f71\u54cd\u3002\u5982\u679c\u5728\u6d41\u91cf\u9ad8\u5cf0\u671f\uff08\u4f8b\u5982\u8282\u5047\u65e5\u6216\u9ed1\u8272\u661f\u671f\u4e94\u7b49\u4fc3\u9500\u6d3b\u52a8\u671f\u95f4\uff09\u6216\u60a8\u6b63\u5728\u8fdb\u884c\u5e94\u7528\u5546\u5e97\u4fc3\u9500\u6d3b\u52a8\u65f6\u8fdb\u884c\u6d4b\u8bd5\uff0c\u5219\u6d4b\u8bd5\u7ed3\u679c\u53ef\u80fd\u4f1a\u53d7\u5230\u8425\u9500\u6d3b\u52a8\u672c\u8eab\u4e4b\u5916\u7684\u56e0\u7d20\u7684\u5f71\u54cd\u3002.<\/p>\n\n\n\n

\u5ffd\u89c6\u5916\u90e8\u56e0\u7d20\u53ef\u80fd\u5bfc\u81f4 \u8fc7\u4e8e\u4e50\u89c2\u6216\u4e0d\u51c6\u786e\u7684\u7ed3\u8bba<\/strong> \u8bc4\u4f30\u8425\u9500\u6d3b\u52a8\u7684\u6709\u6548\u6027\u3002\u52a1\u5fc5\u5c06\u7ed3\u679c\u4e0e\u6d4b\u8bd5\u671f\u95f4\u53ef\u80fd\u5f71\u54cd\u7528\u6237\u884c\u4e3a\u7684\u4efb\u4f55\u5916\u90e8\u8d8b\u52bf\u8fdb\u884c\u6bd4\u8f83\u3002.<\/p>\n\n\n\n

5. \u8861\u91cf\u957f\u671f\u5f71\u54cd<\/h3>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5\u901a\u5e38\u9700\u8981 \u66f4\u957f\u7684\u65f6\u95f4\u8303\u56f4<\/strong> \u4e0e\u4f20\u7edf\u7684A\/B\u6d4b\u8bd5\u76f8\u6bd4\uff0c\u8fd9\u79cd\u65b9\u6cd5\u80fd\u591f\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u968f\u65f6\u95f4\u63a8\u79fb\u7684\u771f\u5b9e\u6548\u679c\u3002\u5c24\u5176\u5bf9\u4e8e\u79fb\u52a8\u5e94\u7528\u800c\u8a00\uff0c\u7528\u6237\u884c\u4e3a\u53ef\u80fd\u5728\u51e0\u5929\u6216\u51e0\u5468\u5185\u53d1\u751f\u663e\u8457\u53d8\u5316\uff0c\u6d4b\u8bd5\u901f\u5ea6\u8fc7\u5feb\u53ef\u80fd\u4f1a\u5bfc\u81f4\u8bef\u5bfc\u6027\u7684\u7ed3\u8bba\u3002.<\/p>\n\n\n\n

\u6b63\u5728\u8fd0\u884c\u6d4b\u8bd5 \u77ed\u65f6<\/strong> \u53ef\u80fd\u65e0\u6cd5\u5b8c\u5168\u4f53\u73b0\u8425\u9500\u6d3b\u52a8\u7684\u589e\u91cf\u4ef7\u503c\uff0c\u5c24\u5176\u662f\u5728\u7528\u6237\u53c2\u4e0e\u5ea6\u6216\u6536\u5165\u968f\u7740\u65f6\u95f4\u63a8\u79fb\u800c\u79ef\u7d2f\u7684\u60c5\u51b5\u4e0b\u3002.<\/p>\n\n\n\n

6. \u5b9a\u671f\u9a8c\u8bc1\u548c\u91cd\u65b0\u8bc4\u4f30\u8425\u9500\u6d3b\u52a8<\/h3>\n\n\n\n

\u589e\u91cf\u6d4b\u8bd5\u5e76\u975e\u4e00\u6b21\u6027\u6d3b\u52a8\u3002\u968f\u7740\u7528\u6237\u884c\u4e3a\u548c\u5e02\u573a\u73af\u5883\u7684\u53d8\u5316\uff0c\u60a8\u7684\u8425\u9500\u6d3b\u52a8\u6548\u679c\u4e5f\u4f1a\u968f\u4e4b\u6539\u53d8\u3002\u56e0\u6b64\uff0c\u6301\u7eed\u8fdb\u884c\u589e\u91cf\u6d4b\u8bd5\u81f3\u5173\u91cd\u8981\u3002 \u5b9a\u671f\u9a8c\u8bc1\u548c\u91cd\u65b0\u8bc4\u4f30<\/strong> \u60a8\u7684\u8425\u9500\u5de5\u4f5c\u5c06\u4ea7\u751f\u6e10\u8fdb\u5f0f\u5f71\u54cd\uff0c\u4ee5\u786e\u4fdd\u6301\u7eed\u4f18\u5316\u3002.<\/p>\n\n\n\n

\u8425\u9500\u4eba\u5458\u5e38\u5e38\u8ba4\u4e3a\uff0c\u4e00\u65e6\u6d4b\u8bd5\u5b8c\u6210\uff0c\u6240\u5f97\u51fa\u7684\u6d1e\u5bdf\u5c31\u4f1a\u6c38\u4e45\u6709\u6548\u3002\u7136\u800c\uff0c\u9274\u4e8e\u79fb\u52a8\u5e94\u7528\u5e02\u573a\u7684\u77ac\u606f\u4e07\u53d8\uff0c\u4eca\u5929\u6709\u6548\u7684\u7b56\u7565\u660e\u5929\u53ef\u80fd\u5c31\u5931\u6548\u4e86\u3002.<\/p>\n\n\n\n

\u6848\u4f8b\u7814\u7a76\uff1a\u793e\u4ea4\u8d4c\u573a\u6e38\u620f\u5e94\u7528\u5b9e\u65bd\u5e7d\u7075\u5e7f\u544a\u6d4b\u8bd5<\/h2>\n\n\n\n

\u4e00\u5bb6\u793e\u4ea4\u8d4c\u573a\u6e38\u620f\u5ba2\u6237\u5e0c\u671b\u901a\u8fc7\u63a2\u7d22\u7ec8\u8eab\u4ef7\u503c\u8d2d\u4e70\u989d\u5728 $20-$80 \u4e4b\u95f4\u7684\u65b0\u7528\u6237\u7fa4\u4f53\uff0c\u5e76\u5411\u5176\u6295\u653e\u76f8\u5173\u7684\u89c6\u9891\u5e7f\u544a\uff0c\u6765\u6d4b\u8bd5\u5176\u5728 Android \u4e0a\u7684\u91cd\u5b9a\u5411\u5e7f\u544a\u6d3b\u52a8\u3002. <\/p>\n\n\n\n

\u6d4b\u8bd5\u7ec4\u7531\u8be5\u7c7b\u522b\u7684\u7528\u6237\u7ec4\u6210\uff0c\u4ed6\u4eec\u89c2\u770b\u89c6\u9891\u5e7f\u544a\uff1b\u800c\u5bf9\u7167\u7ec4\u7531\u8be5\u7c7b\u522b\u7684\u7528\u6237\u7ec4\u6210\uff0c\u4ed6\u4eec\u89c2\u770b\u5c55\u793a\u5e7f\u544a\u548c\u6a2a\u5e45\u5e7f\u544a\u3002.<\/p>\n\n\n\n

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

Aarki \u7684\u66dd\u5149\u80fd\u591f\u63d0\u9ad8\u5b89\u88c5\u7387\u3001\u8d2d\u4e70\u7387\u548c ARPU\u3002.<\/p>\n\n\n\n

\u901a\u8fc7\u589e\u91cf\u6d4b\u8bd5\u91ca\u653e\u771f\u6b63\u7684\u8425\u9500\u6d3b\u52a8\u7ee9\u6548\u6f5c\u529b<\/h2>\n\n\n\n

\u4e86\u89e3\u54ea\u4e9b\u8425\u9500\u6d3b\u52a8\u771f\u6b63\u63a8\u52a8\u4e86\u589e\u957f\u5df2\u4e0d\u518d\u662f\u9526\u4e0a\u6dfb\u82b1\uff0c\u800c\u662f\u81f3\u5173\u91cd\u8981\u3002\u589e\u91cf\u6d4b\u8bd5\u80fd\u591f\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u6e05\u6670\u533a\u5206\u81ea\u7136\u8f6c\u5316\u548c\u76f4\u63a5\u53d7\u8425\u9500\u6d3b\u52a8\u5f71\u54cd\u7684\u8f6c\u5316\u3002\u60a8\u53ef\u4ee5\u6316\u6398\u8425\u9500\u6d3b\u52a8\u7684\u771f\u5b9e\u5f71\u54cd\uff0c\u5e76\u505a\u51fa\u6570\u636e\u9a71\u52a8\u7684\u51b3\u7b56\uff0c\u4ece\u800c\u4f18\u5316\u5e7f\u544a\u652f\u51fa\u5e76\u6700\u5927\u5316\u6295\u8d44\u56de\u62a5\u7387\u3002.<\/p>\n\n\n\n

\u4f46\u4ec5\u4ec5\u4e86\u89e3\u589e\u91cf\u6d4b\u8bd5\u662f\u4e0d\u591f\u7684\u2014\u2014\u6709\u6548\u7684\u5b9e\u65bd\u81f3\u5173\u91cd\u8981\u3002\u4ece\u9009\u62e9\u5408\u9002\u7684\u65b9\u6cd5\u5230\u907f\u514d\u5e38\u89c1\u7684\u9677\u9631\uff0c\u589e\u91cf\u6d4b\u8bd5\u53ef\u80fd\u5f88\u590d\u6742\uff0c\u4f46\u5b83\u5bf9\u4e8e\u63a8\u52a8\u79fb\u52a8\u5e94\u7528\u7684\u53ef\u6301\u7eed\u589e\u957f\u81f3\u5173\u91cd\u8981\u3002\u51c6\u5907\u597d\u4e86\u89e3\u589e\u91cf\u6d4b\u8bd5\u5982\u4f55\u63d0\u5347\u60a8\u7684\u8425\u9500\u7ee9\u6548\u4e86\u5417\uff1f \u7acb\u5373\u8054\u7cfbAarki<\/strong><\/a> \u5e76\u5f00\u59cb\u5f00\u5c55\u66f4\u667a\u80fd\u3001\u66f4\u6709\u6548\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u4ece\u800c\u53d6\u5f97\u771f\u6b63\u7684\u6210\u679c\u3002.<\/p>","protected":false},"excerpt":{"rendered":"

Achieving consistent growth in a highly competitive mobile app market is no easy feat, especially when it comes to accurately measuring the true impact of your marketing campaigns. Marketers often …<\/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. 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