{"id":13468,"date":"2022-08-08T01:31:33","date_gmt":"2022-08-08T08:31:33","guid":{"rendered":"https:\/\/www.heroes.liftoff.io\/?p=13468"},"modified":"2022-11-15T23:48:29","modified_gmt":"2022-11-16T07:48:29","slug":"ua-monetization-join-to-boost-growth","status":"publish","type":"post","link":"https:\/\/www.heroes.liftoff.io\/zh-hans\/blog\/ua-monetization-join-to-boost-growth\/","title":{"rendered":"\u5982\u4f55\u6253\u901a\u7528\u6237\u83b7\u53d6\u548c\u5546\u4e1a\u5316\u7684\u95ed\u73af\uff1f"},"content":{"rendered":"\r\n<p><em>Jerry Yang, \u4e8e 2014 \u5e74\u8fdb\u5165\u79fb\u52a8\u4e92\u8054\u7f51\u884c\u4e1a\uff0c\u4ece\u5de5\u5177\u7c7b\u51fa\u6d77\u5e94\u7528\u7684\u6d41\u91cf\u53d8\u73b0\u4e1a\u52a1\u8d77\u6b65\uff0c\u5148\u540e\u5728\u5305\u62ec\u4f11\u95f2\u6e38\u620f\u5f00\u53d1\u53ca\u79fb\u52a8\u5e7f\u544a\u53d8\u73b0\u5e73\u53f0\u6df1\u8015\u6570\u5e74\uff0c\u76ee\u524d\u518d\u6b21\u56de\u5230\u6e38\u620f\u5f00\u53d1\u8005\u7ba1\u7406\u6574\u4f53\u5e02\u573a\u4e1a\u52a1\uff0c\u5728 ME2ZEN \u62c5\u4efb\u5e02\u573a\u8425\u9500\u8d1f\u8d23\u4eba\u3002<\/em><\/p>\r\n\r\n<p><em>\u4e86\u89e3\u66f4\u591a\u5173\u4e8e<a href=\"https:\/\/heroes.liftoffchina.com\/zh-hans\/marketer\/jerry-yang\/\"> \u79fb\u52a8\u5148\u950b Jerry<\/a> \u7684\u8bbf\u8c08\u5185\u5bb9\u3002<\/em><\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:separator --><hr class=\"wp-block-separator\" \/><!-- \/wp:separator -->\r\n\r\n<!-- wp:paragraph 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\/wp:paragraph -->\r\n\r\n<!-- wp:heading {\"level\":3} --><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading {\"level\":3} -->\r\n<h3>\u660e\u786e\u7528\u6237\u83b7\u53d6\u8003\u6838\u76ee\u6807<\/h3>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p><span style=\"font-weight: 400;\">\u4e0d\u540c\u7684\u4ea7\u54c1\u7c7b\u578b\uff0c\u4e0d\u540c\u7684\u751f\u547d\u5468\u671f\u65f6\u95f4\u6bb5\uff0c\u751a\u81f3\u4e0d\u540c\u7684\u516c\u53f8\u53d1\u5c55\u77ed\u3001\u4e2d\u3001\u957f\u7ebf\u76ee\u6807\u90fd\u4f1a\u5f71\u54cd\u6295\u653e\u6240\u9700\u8003\u6838\u7684\u6570\u636e\u6307\u6807\u53ca\u7b56\u7565\u5236\u5b9a\uff0c\u56e0\u6b64\u9488\u5bf9\u6240\u6295\u4ea7\u54c1\u7684\u7528\u6237\u83b7\u53d6\u8003\u6838\u76ee\u6807\u662f\u5927\u5bb6\u6700\u5148\u8981\u9700\u8981\u53bb\u660e\u786e\u7684\u3002<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">\u5f88\u591a\u4eba\u53ef\u80fd\u4f1a\u95ee\uff0c\u6295\u653e\u7684\u8003\u6838\u76ee\u6807\u4e0d\u5c31\u662f ROI \u56de\u6b63\u4e48\uff0c\u8fd8\u9700\u8981\u660e\u786e\u4ec0\u4e48\u5462\uff1f\u8fd9\u5c31\u9700\u8981\u6211\u4eec\u8fdb\u884c\u4e00\u4e9b\u66f4\u6df1\u5c42\u6b21\u7684\u601d\u8003\uff1a<\/span><\/p>\r\n<p>1\u3001<span style=\"font-weight: 400;\">ROI \u662f\u600e\u4e48\u8ba1\u7b97\u7684\uff1f\u662f\u901a\u8fc7\u7528\u6237\u7684\u751f\u547d\u5468\u671f\u548c ARPU \u6240\u8ba1\u7b97\u51fa\u6765\u7684 LTV \u4ef7\u503c\uff0c\u8fd8\u662f\u57fa\u4e8e\u901a\u8fc7\u5e02\u573a\u6295\u653e\u83b7\u53d6\u7684\u7528\u6237\u7fa4\u4f53\u6240\u4ea7\u751f\u7684\u5b9e\u9645\u6536\u5165\uff1f<\/span><\/p>\r\n<p>2\u3001\u5728\u8861\u91cf ROI \u7684\u65f6\u5019\uff0c\u6211\u4eec\u9700\u8981\u8003\u8651\u5e02\u573a\u6295\u653e\u6240\u83b7\u5f97\u7684\u7528\u6237\u7fa4\u4f53\u4e0e\u81ea\u7136\u65b0\u589e\u7528\u6237\u7fa4\u4f53\u7684\u91cf\u7ea7\u548c\u8d28\u91cf\u5dee\u5f02\u5417\uff1f<\/p>\r\n<p>3\u3001\u6e38\u620f\u4ea7\u54c1\u7684\u54c1\u7c7b\u4e0d\u540c\u3001\u751f\u547d\u5468\u671f\u4e0d\u540c\u3001\u5546\u4e1a\u5316\u6a21\u5f0f\u4e0d\u540c\u3001\u6240\u5904\u7684\u589e\u957f\u9636\u6bb5\u4e5f\u4e0d\u540c\uff0c\u6211\u4eec\u6709\u76f8\u5e94\u7684\u56de\u672c\u5468\u671f\u957f\u77ed\u7684\u671f\u5f85\u5417\uff1f<\/p>\r\n<p>4\u3001\u53ea\u6709\u5728\u786e\u8ba4 ROI \u80fd\u591f\u56de\u6b63\u7684\u60c5\u51b5\u4e0b\u6211\u4eec\u624d\u80fd\u5f00\u5c55\u5e7f\u544a\u6295\u653e\u5417\uff1f<\/p>\r\n<p>\u5728\u5b9e\u64cd\u7684\u8fc7\u7a0b\u4e2d\uff0c\u76f8\u4fe1\u5927\u5bb6\u4e00\u5b9a\u90fd\u53cd\u590d\u601d\u8003\u8fc7\u4e0a\u8ff0\u7684\u95ee\u9898\uff0c\u4e5f\u6216\u591a\u6216\u5c11\u7684\u90fd\u5728\u89c1\u8bc1\u7740ROI\u5728\u8fc7\u53bb\u7684\u56db\u4e94\u5e74\u4e2d\u6301\u7eed\u7684\u9707\u8361\u4e0b\u6ed1\u3002\u6211\u4eec\u4e5f\u5173\u6ce8\u5230\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u6e38\u620f\u5f00\u53d1\u8005\u5f00\u59cb\u628a\u66f4\u591a\u7684\u7cbe\u529b\u548c\u8d44\u6e90\u6295\u5165\u5230\u63d0\u5347\u4ea7\u54c1\u81ea\u8eab\u54c1\u8d28\u4e2d\uff0c\u4e5f\u5728\u66f4\u591a\u5730\u63a2\u7d22\u4ece\u6781\u7b80\u77ed\u5e73\u5feb\u7684\u8d85\u4f11\u95f2\u6e38\u620f\u6216\u6781\u91cd\u7684\u5f3a\u5185\u8d2d\u578b\u6e38\u620f\u5411\u591a\u5143\u5316\u590d\u5408\u7cfb\u7edf\u7684\u8f6c\u53d8\u3002<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- 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400;\">\u968f\u7740\u73a9\u5bb6\u5bf9\u6e38\u620f\u7684\u9700\u6c42\u548c\u54c1\u5473\u65e5\u6e10\u63d0\u5347\uff0c\u4ed6\u4eec\u4e0d\u4ec5\u8ffd\u6c42\u6e38\u620f\u6838\u5fc3\u73a9\u6cd5\u7684\u8da3\u5473\u6027\uff0c\u5bf9\u5916\u56f4\u73a9\u6cd5\u7684\u4e3b\u9898\u53ca\u6210\u957f\u6027\u4e5f\u975e\u5e38\u6311\u5254\u3002\u4ece\u6e38\u620f\u5f00\u53d1\u8005\u7684\u89d2\u5ea6\uff0c\u8fd9\u6837\u7684\u8f6c\u53d8\u4e0d\u4ec5\u662f\u5e2e\u52a9\u4ea7\u54c1\u63d0\u5347\u4e2d\u957f\u671f\u7559\u5b58\u7684\u4e00\u4e2a\u91cd\u8981\u624b\u6bb5\uff0c\u66f4\u589e\u52a0\u4e86\u5546\u4e1a\u5316\u53d8\u73b0\u7684\u65e0\u9650\u53ef\u80fd\u6027\u3002\u91cd\u5ea6\u4f9d\u8d56\u4e8e\u5e7f\u544a\u53d8\u73b0\u521b\u9020\u4ea7\u54c1\u6536\u5165\u7684\u8d85\u8f7b\u53ca\u8bf8\u591a\u4f11\u95f2\u6e38\u620f\u54c1\u7c7b\u5f00\u53d1\u8005\uff0c\u627e\u5230\u4e86\u7528\u6237\u57fa\u4e8e\u5185\u5bb9\u548c\u6e38\u620f\u5185\u6570\u503c\u6210\u957f\u53bb\u4ed8\u8d39\u7684\u7a97\u53e3\uff1b\u800c\u4e2d\u91cd\u5ea6\u6e38\u620f\u5f00\u53d1\u8005\u4eec\u4e5f\u770b\u5230\u4e86\u4ed6\u4eec\u5927\u91cf\u7684\u9ad8\u4ef7\u503c\u7528\u6237\u7fa4\u4f53\u4e2d\uff0c\u540c\u6837\u4e5f\u5b58\u5728\u7740\u4e3a\u6570\u4e0d\u5c11\u7684\u53ef\u4ee5\u901a\u8fc7\u5956\u52b1\u89c6\u9891\u5e7f\u544a\u53d8\u73b0\u7684\u6536\u5165\u6f5c\u529b\u3002\u800c\u8fd9\u4e9b\u53d8\u5316\uff0c\u4e5f\u5728\u8fd1\u51e0\u5e74\u4e3a\u79fb\u52a8\u6e38\u620f\u5e7f\u544a\u6295\u653e\u63d0\u4f9b\u4e86\u5f88\u591a\u4f18\u5316\u65b9\u5f0f\u4e0e\u7b56\u7565\u5c1d\u8bd5\u7684\u65b0\u65b9\u5411\u548c\u65b0\u673a\u4f1a\u3002<\/span><\/p>\r\n<p>\u5728\u4f20\u7edf\u7684\u6295\u653e\u6a21\u5f0f\u548c KPI \u6307\u6807\u6846\u67b6\u4e2d\uff0c\u901a\u8fc7\u5e7f\u544a\u53d8\u73b0\u76c8\u5229\u7684\u6e38\u620f\u548c\u901a\u8fc7\u5185\u8d2d\u76c8\u5229\u7684\u6e38\u620f\u7684\u5e7f\u544a\u4e3b\u5982\u540c\u751f\u6d3b\u5728\u5e73\u884c\u65f6\u7a7a\u2014\u2014\u4e0d\u7ba1\u662f CPI \u5355\u4ef7\u3001\u6295\u653e\u82b1\u8d39\u7684\u6570\u91cf\u7ea7\u3001\u5e7f\u544a\u6e20\u9053\u4f18\u5316\u5de5\u5177\u8fd8\u662f\u56de\u672c\u5468\u671f\u7684\u8003\u6838\u90fd\u6709\u7740\u5929\u58e4\u4e4b\u522b\u3002\u5f53\u4e00\u90e8\u5206\u4f18\u5316\u5e08\u5728\u4e3a\u4e86\u628a\u5355\u4ef7\u538b\u5728 1 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DSP \u6295\u653e\u6e20\u9053\u81ea\u8eab\u7684\u7b97\u6cd5\u7279\u6027\uff0c\u6211\u4eec\u90fd\u80fd\u5728\u6295\u653e\u76ee\u6807\u4e0b\u7075\u6d3b\u81ea\u5982\u5730\u627e\u5230\u76f8\u5e94\u7684\u76ee\u6807\u7528\u6237\u7fa4\u4f53\u3001\u89c2\u6d4b\u6570\u636e\u53d8\u5316\u5e76\u4f18\u5316\u6295\u653e\u8d28\u91cf\u3002\u5728\u4ea7\u54c1\u7684\u524d\u4e2d\u671f\uff0c\u5728\u6269\u5927\u7528\u6237\u91cf\u7ea7\u548c\u4fdd\u8bc1\u4ea7\u54c1\u6536\u5165\u589e\u957f\u4e2d\u627e\u5230\u5e73\u8861\uff1b\u5728\u4ea7\u54c1\u7684\u4e2d\u540e\u671f\uff0c\u5728\u53ec\u56de\u6d41\u5931\u9ad8\u4ef7\u503c\u7528\u6237\u548c\u904f\u5236\u4ea7\u54c1\u91cf\u7ea7\u4e0b\u964d\u4e2d\u627e\u5230\u65b9\u6848\u3002<\/p>\r\n<p>\u968f\u7740\u7528\u6237\u6570\u636e\u9690\u79c1\u653f\u7b56\u7684\u6536\u7d27\uff0c\u6211\u4eec\u5728\u53ef\u4ee5\u9884\u89c1\u7684\u672a\u6765\u4e00\u5b9a\u8fd8\u4f1a\u9047\u5230\u66f4\u591a\u66f4\u590d\u6742\u7684\u6570\u636e\u8ffd\u8e2a\u5dee\u5f02\u548c\u6ede\u540e\u6240\u5e26\u6765\u7684\u8d1f\u9762\u5f71\u54cd\uff0c\u4f46\u6211\u4eec\u76f8\u4fe1\uff0c\u8d28\u91cf\u8fc7\u786c\u7684\u4ea7\u54c1\u59cb\u7ec8\u662f\u4e00\u5757\u57fa\u77f3\uff0c\u7528\u6237\u83b7\u53d6\u7684\u8def\u5f84\u548c\u65b9\u5f0f\u59cb\u7ec8\u5728\u53d8\uff0c\u800c\u73a9\u5bb6\u6700\u7ec8\u7684\u9009\u62e9\u624d\u662f\u6211\u4eec\u6240\u8ffd\u6c42\u7684\u7b54\u6848\u3002<\/p>\r\n<p>&nbsp;<\/p>\r\n<!-- 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