{"id":10523,"date":"2018-05-18T19:17:56","date_gmt":"2018-05-18T11:17:56","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=10523"},"modified":"2018-05-19T16:41:17","modified_gmt":"2018-05-19T08:41:17","slug":"%e4%bb%a5%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2%e4%b8%89%e6%ad%a5%e6%9b%b2%ef%bc%8c%e8%a7%a3%e6%9e%90%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b%e6%89%8d%e6%98%af%e5%a2%9e%e9%95%bf%e7%9a%84%e6%9c%aa%e6%9d%a5","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/10523.html","title":{"rendered":"\u4ee5\u589e\u957f\u9ed1\u5ba2\u4e09\u6b65\u66f2\uff0c\u89e3\u6790\u5ba2\u6237\u65c5\u7a0b\u624d\u662f\u589e\u957f\u7684\u672a\u6765"},"content":{"rendered":"<p>\u672c\u6587\u5c06\u9610\u8ff0\u4e24\u4e2a\u95ee\u9898\uff1a\u4e3a\u4ec0\u4e48\u5ba2\u6237\u65c5\u7a0b\u624d\u662f\u672a\u6765\uff1f\u4ec0\u4e48\u662f\u5ba2\u6237\u65c5\u7a0b\u5206\u6790\uff1f<\/p>\n<h3>\u7b2c\u4e00\u4e2a\u95ee\u9898\uff1a\u4e3a\u4ec0\u4e48\u5ba2\u6237\u65c5\u7a0b\u624d\u662f\u672a\u6765\uff1f<\/h3>\n<p><span 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decoding=\"async\" class=\"aligncenter size-medium wp-image-10524\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u7528\u6237\u4f53\u9a8c-600x255.png\" alt=\"\" width=\"600\" height=\"255\" 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decoding=\"async\" class=\"aligncenter size-medium wp-image-10525\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u7528\u6237\u8def\u9014-600x289.png\" alt=\"\" width=\"600\" height=\"289\" \/><\/p>\n<p>\u667a\u80fd\u7ec8\u7aef\u3001\u793e\u4ea4\u8f6f\u4ef6\u3001\u4eba\u5de5\u667a\u80fd\u3001\u7269\u8054\u7f51\uff0c\u4ee5\u53ca\u5f53\u4e0b\u7099\u624b\u53ef\u70ed\u7684\u7684\u533a\u5757\u94fe\uff0c\u6240\u6709\u7684\u8fd9\u4e9b\u65b0\u6280\u672f\u548c\u5e94\u7528\u90fd\u662f\u4e00\u628a\u5229\u5203\uff0c\u8f6e\u756a\u4e0a\u9635\uff0c\u628a\u7528\u6237\u7684\u65f6\u95f4\u548c\u884c\u4e3a\u5207\u5f97\u8d8a\u6765\u8d8a\u788e\u3002<\/p>\n<p>\u5728\u65b0\u6280\u672f\u4e0e\u5e94\u7528\u7684\u9a71\u52a8\u4e0b\uff0c\u7528\u6237\u4e0e\u4f01\u4e1a\u4ea4\u4e92\u7684\u5f62\u5f0f\u4e0e\u6e20\u9053\u591a\u5143\u5316\uff0c\u7528\u6237\u4e0e\u4f01\u4e1a\u6253\u4ea4\u9053\u7684\u89e6\u70b9\uff08touchpoint\uff09\u6570\u91cf\u6025\u5267\u589e\u52a0\u3002<\/p>\n<ul>\n<li>\u6839\u636e\u7f8e\u56fdGWI\uff08Globla Web Index\uff092017\u5e74\u7684\u8c03\u67e5\uff0c\u7f8e\u56fd\u4e0a\u5348\u4eba\u7fa4\u5e73\u5747\u62e5\u67093.64\u90e8\u7ec8\u7aef\uff0c\u5e38\u7528\u7684APP\u4e3a15-35\u4e2a\uff0c\u5e73\u5747\u62e5\u67095.54\u4e2a\u793e\u4ea4\u8d26\u53f7\uff0c\u5e73\u5747\u6bcf\u5929\u6536\u53d1121\u5c01\u90ae\u4ef6\u3002<\/li>\n<li>\u800c\u6839\u636e\u82f1\u56fd\u6570\u5b57\u8425\u9500\u4e13\u5bb6Natalie Weaving\u7684\u7814\u7a76\uff0c\u76ee\u524d\u4e00\u4e2a\u5ba2\u6237\u81f3\u5c11\u9700\u8981\u8ddf\u4f01\u4e1a\/\u54c1\u724c\u7ecf\u53869\u4e2a\u89e6\u70b9\uff0c\u624d\u4f1a\u5f62\u6210\u4e00\u6b21\u6700\u7ec8\u7684\u8d2d\u4e70\u548c\u6d88\u8d39\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u5728\u89e6\u70b9\u5927\u7206\u70b8\u7684\u8d8b\u52bf\u4e0b\uff0c\u7528\u6237\u7684\u884c\u4e3a\u7684\u968f\u673a\u6027\u548c\u4e0d\u786e\u5b9a\u5927\u5927\u589e\u52a0\uff0c\u5355\u4e2a\u89e6\u70b9\u5bf9\u8f6c\u5316\u7387\u7684\u8d21\u732e\u7387\u5728\u4e0d\u65ad\u4e0b\u964d\u3002<\/li>\n<li>\u6839\u636e\u6570\u5b57\u8425\u9500\u5e73\u53f0\u63d0\u4f9b\u5546monetate\u5bf9\u7535\u5546\u884c\u4e1a\u7684\u8ddf\u8e2a\u7814\u7a76\uff0c\u81ea2016\u5e74\u4ee5\u6765\uff0c\u7535\u5546\u7f51\u7ad9\u7684\u8f6c\u5316\u7387\u548c\u7528\u6237\u8bbf\u95ee\u9875\u9762\u6570\u91cf\u5728\u6301\u7eed\u4e0b\u964d\u3002<\/li>\n<\/ul>\n<p>\u8fd9\u51e0\u5e74\u6765\uff0c\u6709\u4e24\u4e2a\u8bcd\u7099\u624b\u53ef\u70ed\uff1a\u4e00\u4e2a\u662f\u201c\u751f\u6001\u201d\uff0c\u4e00\u4e2a\u662f\u201c\u65b0\u96f6\u552e\u201d\uff0c\u963f\u91cc\u3001\u817e\u8baf\u56f4\u7ed5\u7740\u8fd9\u4e9b\u70ed\u70b9\u5728\u6301\u7eed\u4e0d\u65ad\u5730\u8fdb\u884c\u5927\u624b\u7b14\u7684\u5e03\u5c40\u3002\u4e3a\u4ec0\u4e48\u5de8\u5934\u4eec\u4f1a\u5982\u6b64\u4e0d\u60dc\u91cd\u91d1\u6295\u5165\uff1f\u89e6\u70b9\u7684\u66b4\u589e\u3001\u7528\u6237\u4f53\u9a8c\u4ece\u89e6\u70b9\u8d70\u5411\u65c5\u7a0b\u7684\u8d8b\u52bf\u662f\u6700\u6839\u672c\u7684\u539f\u56e0\u3002\u8fd9\u4e2a\u8d8b\u52bf\u5bfc\u81f4\u4e86\u5728\u5355\u4e2a\u89e6\u70b9\u8f6c\u5316\u7528\u6237\u7684\u53ef\u80fd\u6027\u5927\u5927\u964d\u4f4e\uff01\u539f\u6765\u5728\u4e00\u4e2a\u7f51\u7ad9\u6216APP\u5c31\u80fd\u8c61\u5272\u97ed\u83dc\u4e00\u6837\uff0c\u5927\u89c4\u6a21\u89e3\u51b3\u7528\u6237\u7684\u7f8e\u597d\u753b\u9762\u96be\u4ee5\u4e3a\u7ee7\uff0c\u8fd9\u4e2a\u53d8\u5316\u52a8\u6447\u4e86\u4e92\u8054\u7f51\u516c\u53f8\u539f\u6709<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/model\" title=\"\u5546\u4e1a\u6a21\u5f0f\">\u5546\u4e1a\u6a21\u5f0f<\/a><\/span>\u7684\u6839\u57fa\u3002\u4ece\u5de8\u5934\u4eec\u51fa\u624b\u7684\u6b21\u6570\u548c\u901f\u5ea6\u6765\u770b\uff0c\u8fd9\u4e2a\u8d8b\u52bf\u5e94\u8be5\u662f\u5982\u6b64\u731b\u70c8\uff0c\u5df2\u7ecf\u8d85\u51fa\u4e86\u6211\u4eec\u4f5c\u4e3a\u5c40\u5916\u4eba\u7684\u611f\u53d7\u3002<\/p>\n<p>\u4e0d\u7ba1\u662f\u201c\u751f\u6001\u201d\u8fd8\u662f\u201c\u65b0\u96f6\u552e\u201d\uff0c\u5f3a\u8c03\u7684\u90fd\u662f\u56f4\u7ed5\u7740\u7528\u6237\u7684\u5404\u7c7b\u573a\u666f\uff0c\u901a\u8fc7\u7ebf\u4e0a\u7ebf\u4e0b\u591a\u89e6\u70b9\u7684\u878d\u5408\u5e03\u5c40\uff0c\u7d27\u8d34\u5ba2\u6237\u65c5\u7a0b\uff0c\u8fd9\u662f\u4fdd\u6301\u4f4f\u8f6c\u5316\u7387\u7684\u5fc5\u7136\u9009\u62e9\u3002<\/p>\n<p>\u5728\u57fa\u4e8e\u5ba2\u6237\u65c5\u7a0b\u7684\u89c6\u89d2\u4e0b\uff0c\u672a\u6765\u4f01\u4e1a\u7684\u589e\u957f\u6a21\u5f0f\uff0c\u5c06\u4f1a\u53d1\u751f\u6839\u672c\u6027\u7684\u53d8\u5316\u2014\u2014<strong>\u4ece\u539f\u6765\u7684\u5355\u70b9\u72d9\u51fb\u6a21\u5f0f\u8d70\u5411\u591a\u70b9\u56f4\u730e\u6a21\u5f0f<\/strong>\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-10526\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u589e\u957f\u6a21\u5f0f-600x259.png\" alt=\"\" width=\"600\" height=\"259\" 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Journey analytics \u2014 an analytics practice that combines quantitative and qualitative data to analyze customers&#8217; behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior.\u2014\u2014Forrester<\/p>\n<p>Customer journey analytics (CJA) is the process of tracking and analyzing the way customers use a combination of available channels to interact with an organization.\u2014\u2014Gartner<\/p><\/blockquote>\n<p>\u4ece\u5b8c\u6574\u6027\uff0c\u4ee5\u53ca\u5bf9\u6838\u5fc3\u70b9\u7684\u628a\u63e1\u4e0a\uff0cForrester\u7ed9\u51fa\u7684\u5b9a\u4e49\u66f4\u80dc\u4e00\u7b79\u3002\u6211\u5728\u7efc\u5408\u4e24\u5927\u673a\u6784\u7684\u57fa\u7840\u4e0a\uff0c\u52a0\u5165\u4e86\u6211\u4e2a\u4eba\u7684\u4e00\u4e0b\u7406\u89e3\uff0c\u7ed9\u51fa\u4e2d\u6587\u7248\u5ba2\u6237\u65c5\u7a0b\u5206\u6790\u7684\u5b9a\u4e49\u5982\u4e0b\uff1a<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-10527\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u5ba2\u6237\u65c5\u7a0b\u5206\u6790-600x251.png\" alt=\"\" width=\"600\" height=\"251\" 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Analytics\u7684\u5e94\u8be5\u5bf9\u4e0b\u9762\u8fd9\u5f20\u56fe\u6bd4\u8f83\u719f\u6089\uff0c\u5b83\u5c55\u793a\u7684\u662f\u7528\u6237\u5728\u4e00\u4e2a\u7f51\u7ad9\u6216\u8005APP\u5185\u7684\u603b\u4f53\u884c\u4e3a\u8def\u5f84\uff08Google Analytics\u79f0\u4e3auser 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Journey Analytics\uff09\uff0c\u540c\u65f6\u5b83\u8fd8\u5305\u62ec\u4e00\u4e9b\u66f4\u805a\u7126\u7684\u77ed\u65c5\u7a0b\uff0c\u5f80\u5f80\u53ea\u622a\u53d6\u67d0\u4e00\u6bb5\u65c5\u7a0b\u6765\u505a\u6df1\u5165\u5206\u6790\uff0c\u4f8b\u5982\uff1a\u5ba2\u6237\u6ce8\u518c\u65c5\u7a0b\u3001\u4e00\u4e2a\u767b\u9646\u65c5\u7a0b\u7b49\u7b49\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-10528\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u5fae\u89c2\u5ba2\u6237\u65c5\u7a0b\u5206\u6790-600x332.png\" alt=\"\" width=\"600\" height=\"332\" \/><\/p>\n<p>\u6709\u5fae\u89c2\u5ba2\u6237\u65c5\u7a0b\u5206\u6790\uff0c\u5c31\u4f1a\u6709\u5b8f\u89c2\u5ba2\u6237\u65c5\u7a0b\u5206\u6790\uff08Macro Journey Analytics\uff09\u3002\u5b8f\u89c2\u5ba2\u6237\u65c5\u7a0b\uff0c\u6307\u8de8\u591a\u4e2a\u89e6\u70b9\u7684\u65c5\u7a0b\uff0c\u4e0e\u5fae\u89c2\u5ba2\u6237\u65c5\u7a0b\u76f8\u6bd4\uff0c\u5b83\u7684\u590d\u6742\u7a0b\u5ea6\u4f1a\u5927\u5f88\u591a\u3002\u4ee5\u7535\u4fe1\u8fd0\u8425\u5546\u7684\u5bbd\u5e26\u670d\u52a1\u6765\u8bf4\uff0c\u5ba2\u6237\u4ece\u6700\u521d\u7684\u4e86\u89e3\uff0c\u8d2d\u4e70\u4f7f\u7528\uff0c\u5230\u671f\u540e\u7eed\u7ea6\uff0c\u4f1a\u7ecf\u53868\u4e2a\u9636\u6bb5\uff0c\u6bcf\u4e2a\u9636\u6bb5\u5ba2\u6237\u90fd\u53ef\u4ee5\u901a\u8fc7\u5404\u79cd\u7ebf\u4e0a\u7ebf\u4e0b\u89e6\u70b9\u8ddf\u4f01\u4e1a\u4ea4\u4e92\uff0c\u5e76\u4e14\u4e0d\u540c\u89e6\u70b9\u7684\u4e4b\u95f4\u4e5f\u4e0d\u662f\u5355\u5411\u7ebf\u6027\u7684\uff0c\u53ef\u80fd\u4f1a\u5b58\u5728\u5f80\u8fd4\u548c\u8fc2\u56de\uff0c\u6240\u4ee5\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4f1a\u975e\u5e38\u590d\u6742\uff08\u636e\u7edf\u8ba1\uff0c\u4e00\u4e2a\u7701\u7ea7\u8fd0\u8425\u5546\u7684\u5404\u7ea7\u7ebf\u4e0a\u89e6\u70b9\u5927\u6982\u5728300-600\u4e2a\u5de6\u53f3\uff0c\u7ebf\u4e0b\u89e6\u70b91000-3000\u4e2a\uff09\u3002\u867d\u7136\u5206\u6790\u7684\u6574\u4f53\u6846\u67b6\u4e0e\u5fae\u89c2\u65c5\u7a0b\u5927\u81f4\u76f8\u540c\uff0c\u4f46\u5206\u6790\u7684\u89e6\u70b9\u6570\u91cf\u3001\u5c42\u6b21\u548c\u7ef4\u5ea6\u4f1a\u5927\u5927\u589e\u52a0\u3002<\/p>\n<p><img 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