݂ၹଆ০Ⴈ݂ၹଆ ड౻֡ࡎᆴ
ೂݔඪ၂קေሹࢲଢభಆ౯ႏཧࢸቋಣᇓ߅ีTOP 10֥߅đପહAttribution modelingč݂ၹଆĎ၂ק߶ਙభમb۴ऌEconsultancy 2012୍11ᄅ۵Adobe৳ކؿ֥҃БۡཁൕđଢభၘࣜႵ26%֥ಆ౯ܼۡग़ބ36%֥ܼۡսषႨႏཧ݂ၹٳ༅bطᄪᄝ୍7ᄅđᆃ၂ඔऌᄵࣇࣇᆺႵ24%b҂ुԛ݂ၹଆၘࣜӮູ၂ᇕ҂ॖ॥ᇅ֥ؿᅚ൝đѩఃࡎᆴ္Фᄀটᄀ؟֥ႏཧՖြᆀ෮ಪbऌБۡཁൕđႵ29%֥ܼۡग़ؿགྷҐႨ݂ၹଆުݺԩਅ؟đط60%֥Ⴈ္ؿགྷਔ၂ུݺԩđᆃུݺԩᇶေіགྷᄝႵིט॥ႏཧყෘaؓႨੀӱႵ۷ധख़֥ࢳđၛࠣႪ߄ૂࢺቆކ֩ٚ૫bॖ༔֥൞đᆃᇕၘࣜФݓຓႏཧြᆀԌ֥ቋྍඌᄝݓଽಯಖඋႿԚࠩಪᆩࢨ؍đ۷؟֥໓ᅣࠣࢺക္ᆺ൞ඍఃરđؓᆇᆞམਔࢳ݂ၹଆ֥ದটඪϺᇹѩ҂նđᆃ္ӮູՎՑБۡᆇᆞԛ֥ჰၹᆭ၂b༐ຬ๙ݖᆃٺБۡđିಞ۷؟ྛြᆀ݂ؓၹଆႵ۷༢֥ಪ്đ္༐ຬ๙ݖૌiClick֥୭৯ॖၛᆇᆞϺᇹܼۡग़ൌགྷఃႏཧࡎᆴb``iiᇏݓሹࣜࠣ৳ކԷದႶ1
ଢֻ၂҆ٳ ܼۡᇶູહླေ݂ၹଆĤ c ܼۡᇶູહླေ݂ၹଆ c ݂ၹଆ֥ቋնႏཧࡎᆴֻؽ҆ٳ ݂ၹଆָ֞൞હĤ c હ൞݂ၹଆ c ӈ݂ၹଆֻ҆ٳ ೂޅϺᇹܼۡᇶӁളࡎᆴĤ c σ২ٳ༅ c ೂޅ০Ⴈ݂ၹଆࣉྛඔऌٳ༅ ֻඹ҆ٳ XMO݂ၹଆࢺക2
ֻ၂҆ٳܼۡᇶູહླေ݂ၹଆĤؓႿ۷؟ܼۡᇶটඪđކܿ߃౻֡ႏཧყෘđൌགྷROIčሧ߭БੱĎቋն߄൞ૄ۱ದ֥ቋնଢѓbಖط૫ؓگᄖૂࢺোđ۷؟֥ܼۡᇶՖ༯൭bᄝૄՑܿ߃ྍ֥ႏཧٚσࠣყෘൈđ൞҂൞߶Ⴕೂ༯ಠğ ೂޅႪ߄౻֡ၛิۚROIĤ ଧ۱ૂࢺ٢ིݔ൞ކൡ֥ႏཧӁčࠃĎĤ ೂޅൌൈࡓ॥ૂࢺ٢ིݔđႵིϜ॥ᆜ۱٢ݖӱĤ ᄹࡆࠇࡨഒ၂۱౻֡ყෘđ൞ڎ߶ؓః౻֡٢Ӂള႕ཙĤ ҂౻֡Ⴈ߶Ⴕҵၳྟ֥ྛູหᆘગĤ ᆃ۱౻֡ᆇ֥֥ؓႏཧࠃႵೂՎն֥܊ངગĤູહ݂ၹଆჟটჟ֤ܼ֞ۡᇶ֥ᇗ൪
ၛ༯֥২ሰॖၛᇹၞਔࢳ ࡌഡᄝ၂ྒ௹ଽᆺႵ10ՑӮۿሇ߄
طҐႨ֥ܼۡ౻֡ᆺႵෆ෬ܼࠣᅚൕܼۡbၛສܼۡᇶི֥ݔሔሶᆺॖु֞ᄝሇ߄భႨቋު၂Ցׄࠌ֥౻֡
ೂ༯ ሇ߄భቋު၂Ցׄࠌ֥౻֡ 1 ෆ෬ܼ 2 ෆ෬ܼ 3 ෆ෬ܼ 4 ෆ෬ܼ 5 ᅚൕܼۡ 6 ᅚൕܼۡ 7 ෆ෬ܼ 8 ෆ෬ܼ 9 ෆ෬ܼ10 ෆ෬ܼ۴ऌഈБۡđܼۡᇶॖିಪູᅚൕܼ֥ۡሇ߄Ӯི֮đၹՎطࡼ۷؟֥ܼۡყෘט֞ෆ෬ܼഈđമᇀ҂ᄜႨᅚൕܼۡb3
ෛሢಆਫ਼ིࣥݔሔሶ֥ԛགྷđܼۡᇶॖၛ۷ౢԣਔࢳૄ၂ሇ߄Мު֥ݖӱ൞ೂޅؿള֥ ሇ߄భቋު၂Ցׄࠌ֥౻֡ ሇ߄ਫ਼ࣥ 1 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 2 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 3 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 4 ෆ෬ܼ ෆ෬ܼ 5 ᅚൕܼۡ ᅚൕܼۡ 6 ᅚൕܼۡ ᅚൕܼۡ 7 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 8 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 9 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ10 ෆ෬ܼ ෆ෬ܼݖሇ߄ਫ਼֥ࣥٳ༅đჰটᄝ8Ցෆ෬ܼ֥ሇ߄ᇏđᅚൕܼۡՖᇏླྀᇹਔ6ՑbପܼۡᇶགྷᄝؓႿᅚൕܼ֥ۡӮི൞ڎႋႵྍ֥ुمĤݖሇ߄ਫ਼ࣥБۡđܼۡᇶॖਔࢳ۷؟౻֡ࡗw֥ླྀིႋxbط݂ၹଆ֥Ⴊ൝ᄝႿğିၛඔሳ߄֥ٚൔࡼૄ၂౻֥֡ࡎᆴऎّุ႘ԛটbၛՎ২ሰটඪđೂݔ౻֡ି܊ངሇ߄ь֤1ٳđପෆ෬ܼࠣᅚൕܼ֥ۡࡎᆴࡼ߶൞ğ ሇ߄భቋު၂Ցׄࠌ֥౻֡ ሇ߄ਫ਼ࣥ ෆ෬ܼ ᅚൕܼۡ 1 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 2 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 3 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 4 ෆ෬ܼ ෆ෬ܼ 1 0 5 ᅚൕܼۡ ᅚൕܼۡ 0 1 6 ᅚൕܼۡ ᅚൕܼۡ 0 1 7 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 8 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 9 ෆ෬ܼ ᅚൕܼۡ ¹ ෆ෬ܼ 1 1 10 ෆ෬ܼ ෆ෬ܼ 1 0ሹٳ 8 84
݂ၹଆ֥ቋնႏཧࡎᆴࣼၛഈ২ሰॖुԛ݂ၹଆቋն֥ࡎᆴᄝႿđ҂ࣇॖၛϺᇹܼۡᇶႵིט॥ૂࢺ౻֡đѩᄝٳႏཧყෘaႪ߄౻֡ՖطิۚROIčሧ߭БੱĎٚ૫္ႵཁᇷቔႨb෮ၛđࠎႿၛഈࠫׄđᄀটᄀ؟֥ႏཧᆀ჻ၩӇ൫ѩӉ௹Ⴈ݂ၹଆbܼۡᇶ݂ؓၹଆቔႨ֥טҰ໙ज%27%36%8%545%44ିܔࡼყෘٳᇀ҂۷ਔࢳ҂౻֡ࡗ֥ਔࢳଢѓ൳ᇙ֥༝ܸิ܂۷ग़ܴ֥Ⴎၛਔࢳཌഈࠣཌ༯ૂࢺܼۡ౻֡
ิശROIླྀིႋࠣྛູ౼֤൧ӆყෘ֥ཌྷܱ༢ඔऌটჷğGoogle analysis uMarketing AttributionğValuing the Customer Journeyv5
ֻؽ҆ٳ݂ၹଆָ֞൞હĤ݂ၹଆ൞ᆷ၂۱ܿᄵࠢđႨႿࢳሇ߄ਫ਼ࣥᇏૄ۱ࢤԨׄ෮܊ང֥ሇ߄ਈࠇሇ߄ࡎᆴb ࣚૼ֥ܼۡᇶᆩ֡҂ିࣇࣇ๙ݖ၂่ྐ༏đ၂ᅦோđ၂۱٢ᄝߛࣁ໊ᇂ֥ܼۡࣼ་ႄ֞ग़b൞၂۱Ѭᇕđ ീ٧đቋު൬ࠆ۲ᇕႏཧ۽ቔ෮֤֥֞ݔൌ֥ݖӱb ᄝग़ܓઙת༆ࠇᆀሇ߄ᆭభđૌॖିၘࣜुݖ֥ཌഈႏཧࠃ֥҂҆ٳ⚶Їওڱٮෆ෬ބሱಖෆ෬đሰႯࡱđܼۡ৳ૐđཁൕܼۡđ၍ܼۡđ֩֩bૄ۱ჭؓቋᇔ֥ࢲݔӁളݖ႕ཙb ݖಀđܼ֥ۡࡎᆴᆺٳ۳ਔႨᄝׄࠌᆭభቋުࢤԨ֥֞ૂࢺb൞ር༥ॉ੮၂༯đႨॖିԢਔቋުପՑࢤԨđᄝሇ߄ᇏ֥ఃߌࢫđ္൳֞ਔᆃ۱ܼ֥ۡ႕ཙb݂ၹଆิ܂ਔ၂༢ਙٚمđሇ߄ݖӱᇏૄՑაܼۡࢤԨ֥ࡎᆴିุགྷbֻ1฿ğႨᛍফຩᅟđुܼ֞ۡ ఏၹֻ2฿ğႨෆ෬ܱሳ”ᇆି൭ࠏ” ՜ࣉֻ4฿ğႨׄࠌຩᅟܼۡ ՜ࣉֻ35฿ğႨܴुଖஇᇆି൭ࠏ൪ܼۡ ՜ࣉ20ٳᇒުğႨෆ෬ܱሳ”ଖஇᇆି൭ࠏ” ሇ߄ႨᄝປӮ၂Ցሇ߄ൈđ๙ӈ߶؟Ց൳֞҂ܼ֥ۡ႕ཙb Ⴕུૂุ࠹߃۳ႨԚՑ֥௷ܻđႵ֥ቔູڣᇹđطႵ֥ቋުᆰࢤӁളሇ߄b6
ӈ݂ၹଆေࡼ݂ၹଆ֥ࡎᆴቋն߄
ܼۡᇶႋ൮༵ౢԣਔࢳࠣק৫ૼಒ֥൧ӆܼଢ֥
҂ં൞ิശሇ߄ਈaᄹࡆႨᇿҨࠇ༯ᄛܓᅼ२ಊ֩bࢤሢ
ܼۡᇶႋਔࢳႋೂޅࡼٳඔ۳Ⴭૄ၂ؓሇ߄Ⴕ܊ང֥౻֡
ᆃဢջԛၛ༯ࠫোӈ֥݂ၹଆ
ࠣఃކൡ֥ႋႨ౦ঃ %001ቋᇔଆ č Last-Touch Attribution Ďቋުଆࡼ100%֥ሇ߄ࡎᆴ۳Ⴭܤग़ᄝܓઙࠇᆀሇ߄ᆭభቋު၂ՑࢤԨ֥౻֡bᆃ၂ଆႨ֥٤ӈ௴ђၧФቋ؟ܼۡᇶႨ
ၹՎᆺॉ੮ሇ߄భቋު၂ՑࢤԨ֥ܼ֞ۡ൞ఃଆؓᅶ֥ࠎԤbሱಖෆ෬ ࡩ٠໙ڱٮܼۡᆰࢤ٠໙Ⴈӆކğೂݔଢ଼֥ܼۡބܼۡ༢ਙ֥ଢ֥൞ᄝܓઙൈ་ႄႨđࠇᆰࢤ٠໙ࠆ֤ቋᇔሇ߄ᆀଢ଼֥ြༀᇶေҕა֥ཧ൲ᇛ௹҂ടࠣॉ੮ࢨ؍đପહoቋᇔpሇ߄ࡎᆴࡎᆴđၹູ൞ሇ߄భଆൔॖି߶ൡކଢ଼b100%ቋު၂۱b൮Ցଆč First-Touch Attribution Ď൮Ցଆࡼ100%֥ሇ߄ࡎᆴ۳ჍႨࢤԨֻ֥၂۱౻֡bႨӆކğೂݔଢ଼֥ܼۡࠇܼۡ༢ਙᆻᄝࡹ৫ቋԚ֥ಪᆩ؇đᄵՎଆൔൡކଢ଼b২ೂđೂݔଢ଼֥இѩ҂ູದඃᆩđଢ଼ॖିླေࡼᇗׄ٢ᄝ൮ՑϜଢ଼֥இᅚൕ۳ग़֥ܱሳބ౻֡ഈb%001ᆺॉ੮Ⴈ൮Ցु֥ܼ֞ۡሱಖෆ෬ ࡩ٠໙ڱٮܼۡᆰࢤ٠໙ሱಖෆ෬ࠆ֤ቋᇔሇ߄ሇ߄ࡎᆴࡎᆴđၹູ൞ֻ၂۱100%ࢌྛູb7
ൈࡗකࡨଆൔ čTime-DecayĎೂݔཧ൲ᇛ௹ᇏട֥ࠣ֞ॉ੮ࢨ؍ࢠ؋đପહՎଆൔॖିൡކଢ଼bھଆൔౠཟႿࡼۿসٳ۳ቋࢤ࣍ሇ߄ൈࡗ֥ࢤԨׄbႨӆކğೂݔଢ଼٢၂฿ࠇਆ฿֥՜ཧܼۡ༢ਙđॖି༐ຬࡼ۷؟֥ۿসٳ۳՜ཧ௹ࡗ֥bᄝᆃᇕ౦ঃ༯đაࢤ࣍ሇ߄֥ࢤԨׄཌྷбđ၂ᇛᆭభؿള֥ᆺႵޓഒ֥ࡎᆴboൈࡗකࡨpଆൔିܔൡֹ֒ࡼۿসٳ۳၂฿֒ᇏ֥ࢤԨׄࠇਆ۱՜Ӯሇ߄֥ࢤԨׄb%05%03%51%5ؓႿᄀࢤ࣍ሇ߄໊֥Ԩׄಃᇗഡקᄀۚሱಖෆ෬ ࡩ٠໙ڱٮܼۡᆰࢤ٠໙50%5%15%30%ࠎႿ໊ᇂଆൔ čPosition-BasedĎՎଆൔᄍྸଢ଼ࠁކႨoቋᇔpބo൮Ցpଆൔbଢ଼ॖၛ҂Ⴈࡼۿসಆ҆ٳ۳൮Ցࠇቋᇔđط൞ᄝૌᆭࡗࣉྛٳbቋӈ֥౦ঃ൞ູ൮Ցބቋᇔ۲ٳ40%֥ۿসđࡼഺ༯֥20%ۿসٳ۳ᇏࡗ֥bႨӆކğೂݔଢ଼ቋुᇗࡼሱ֥࠭இࡩ۳ग़֥ࢤԨׄđၛࠣ՜Ӯཧ൲֥ቋᇔࢤԨׄđᄵॖၛႨo۴ऌ໊ᇂpଆൔb%05%03%%0011ॖၛᄝႨሇ߄ਫ਼֥ࣥ҂໊ᇂڮჍ҂֥ࡎᆴሱಖෆ෬ ࡩ٠໙ڱٮܼۡᆰࢤ٠໙50%15%10%10%8
ֻ҆ٳσ২ٳ༅ ग़ğ Լᆰഅ ིࠛᆷѓğ ᄹࡆຩഈܓਈ ଢѓሇ߄ӮЧ(CPA): $380 ܼರ௹ 2012୍10ᄅᇀ12ᄅ ܼӮི ೂ༯ ౻֡ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ܡۣ ڱٮෆ෬ $512,236 1,980 % $259 1 ܡۣ ሱಖෆ෬ - 138 2 % - Ϥ؇ ڱٮෆ෬ $1,403,232 3,123 % 3 $449 Ϥ؇ ሱಖෆ෬ - 29 4 % - ܼۡຩ $308,983 178 % $1,736 5 ܼۡࢌၞ $63,459 760 % $84 6 ሹ࠹ $2,287,910 6,208 % $369ࡌഡܼۡᇶᄝીႵ݂ၹଆ֥ླྀᇹ༯đؓႿૄ၂౻֥֡ٳ༅ࡼ߶൞ğ1 ܡۣ ڱٮෆ෬ğCPAམđࡹၰิۚყෘ2 ܡۣ ሱಖෆ෬ğሇ߄ਈ֮đФקၬູིݔ֥֮౻֡3 Ϥ؇ ڱٮෆ෬ğᇶေሇ߄টჷđCPAӑݖଢѓđၹՎླႪ߄ၛࢆ֮CPA4 Ϥ؇ ሱಖෆ෬ğሇ߄ਈ֮đФקၬູིݔ֥֮౻֡5 ܼۡຩğCPAۚđሇ߄ਈ֮đ҂ژކଢѓCPAေđၹՎॖି҂ᄜҐႨ6 ܼۡࢌၞğCPAམđሇ߄ਈ֮đླေᄹࡆყෘ9
݂ࣜၹଆ֥ٳ༅༯đ౻֡ؓሇ߄֥ࡎᆴၛඔᆴ߄֥ٚൔุགྷԛটğ ݂ၹଆٳ༅భ ݂ၹଆٳ༅ު ౻֡ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ൌ࠽ሇ߄ ᅝб ൌ࠽ሇ߄ӮЧ ܡۣ ڱٮෆ෬ $512,236 1,980 % $259 2,099 % $244 1 ܡۣ ሱಖෆ෬ - 138 % - 287 2 % - Ϥ؇ ڱٮෆ෬ $1,403,232 3,123 % $449 2,820 3 % $498 Ϥ؇ ሱಖෆ෬ - 29 % - 233 4 % - ܼۡຩ $308,983 178 % $1,736 590 5 % $524 ܼۡࢌၞ $63,459 760 % $84 179 % $355 6 ሹ࠹ $2,287,910 6,208 % $369 6,208 % $367ૄ၂౻֥֡ᇶေэ߄ğ1 ܡۣ ڱٮෆ෬ğ$1"ಯಖམđൌ࠽Ϻᇹሇ߄֥ਈັิۚ2 ܡۣ ሱಖෆ෬ğൌ࠽ሇ߄ਈഈശđࠧՎ౻֡ିླྀᇹః౻֡ሇ߄3 Ϥ؇ ڱٮෆ෬ğൌ࠽ሇ߄ਈ༯ࢆđࠧՎ౻֥֡ሇ߄Ⴕঠః౻֡4 Ϥ؇ ሱಖෆ෬ğൌ࠽ሇ߄ਈഈശđࠧՎ౻֡ିླྀᇹః౻֡ሇ߄5 ܼۡຩğൌ࠽ሇ߄ਈնږ؇ഈശđࠧՎ౻֡උpᇹ۾p6 ܼۡࢌၞğ$1"նږ؇ഈശđཁൕՎ౻֡උሇ߄֥ቋު҆ٺ10
ೂޅ০Ⴈ݂ၹଆࣉྛඔऌٳ༅ܼ֒ۡᇶᄝႮ݂ၹଆ֥ٳ༅༯ਔࢳൌ࠽ૄ၂౻֥֡ሇ߄ࡎᆴު
ପ༯၂҄ॖၛೂޅႪ߄ܼ࠹߃ࠣ౻֥֡ഡᇂ ݂ၹଆᆺ൞ູܼۡᇶิ܂Ⴊ߄ֻ֥၂҄
ࢤ༯টܼۡᇶႋᄝఃӮིБۡᇏᅳ࿙ཌྷܱ֥׳༑bᄝՎσ২ᇏ
ܼۡᇶႵၛ༯׳༑ࠣྛ ׳༑၂ ݂ၹଆٳ༅భ ݂ၹଆٳ༅ު ౻֡ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ൌ࠽ሇ߄ ᅝб ൌ࠽ሇ߄ӮЧ ܡۣ ڱٮෆ෬ $512,236 1,980 % $259 2,099 % $244 ܡۣ ሱಖෆ෬ - 138 % - 287 % - Ϥ؇ ڱٮෆ෬ $1,403,232 3,123 % $449 2,820 % $498 Ϥ؇ ሱಖෆ෬ - 29 % - 233 % - ܼۡຩ $308,983 178 % $1,736 590 % $524 ܼۡࢌၞ $63,459 760 % $84 179 % $355 ሹ࠹ $2,287,910 6,208 % $369 6,208 % $367Ϥ؇ڱٮෆ෬ᄝ݂ၹଆٳ༅ުđఃൌ࠽ሇ߄ਈ༯ࢆđ ஆ ሇ߄ਫ਼ࣥБۡᇏ ᅝб 1 Ϥ؇ڱٮෆ෬ 143%іൕఃሇ߄൳߲Ⴟః౻֥֡ϺᇹbطᄝXMOሇ߄ਫ਼ࣥ 2 ܡۣڱٮෆ෬ 32%БۡᇏؿགྷႵ7%֥ሇ߄൞টሱܼۡຩࠣϤ؇ሱಖෆ෬ 3 ۣڱٮෆ෬ ¹ ܼۡࢌၞ 9%۳ჍϤ؇ڱٮෆ෬֥bၹՎႪ߄֥ᇗׄႋሇ၍֞ھਆ۱ 4 ܼۡຩ ¹ Ϥ؇ڱٮෆ෬ 4%౻֡ഈb 5 Ϥ؇ሱಖෆ෬ ¹ Ϥ؇ڱٮෆ෬ 3% 6 ll llႪ߄ྛೂ༯ Ϥ؇ሱಖෆ෬ ෆ෬ՍБі ࡥ߄ϱ
ܼۡຩሇ߄іགྷБۡ ෆ෬Ս ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ֹ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ຩܓ $54,935 184 % $299 Кࣘ $372,417 1,247 20% $299 ຩഈഅӬ $54,618 137 % $399 ഈݚ $ 1,093 18% $308 ܓᅼ२ $30,702 74 % $415 ܼת $332,110 963 16% $345 ૧Ⴏ Ӯ $312,168 749 12% $417 $18,205 58 % $314 Ⴊ߲ಊ $10,135 47 % $216 ః $953,052 2,156 35% $434 அછ $17, 691 37 % $478 ሹ࠹ $2,287,910 6,208 100% $369čఃෆ෬ՍĎ $1,729,183 4,733 % $365 ሹ࠹ $195,468 5,270 100% $363ܼۡຩğቔູpᇹ۾p֥ܼۡຩđЧദඋྟႵᇹิശஇϤ؇ሱಖෆ෬ğᆩ؇đषຉྍग़bݖቐш֥ෆ෬ՍБіॖुԛğܼۡᇶႋಒЌିջሇေႵֹིิശܼۡຩི֥ၭđܼۡᇶॖοሇ߄ֹᇗ߄֥ෆ෬Սсྶବೆڱॻෆ෬֥ܼࠃଽđၛЌӻྍٳܼۡყෘb২ೂࡼࢠ؟֥ყෘ٢юሇ߄ੱࢠ֥ۚ໗ק֥ሇ߄ਈbКࣘaഈݚ֩b11
׳༑ؽ ݂ၹଆٳ༅భ ݂ၹଆٳ༅ު ౻֡ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ൌ࠽ሇ߄ ᅝб ൌ࠽ሇ߄ӮЧ ܡۣ ڱٮෆ෬ $512,236 1,980 % $259 2,099 % $244 ܡۣ ሱಖෆ෬ - 138 % - 287 % - Ϥ؇ ڱٮෆ෬ $1,403,232 3,123 % $449 2,820 % $498 Ϥ؇ ሱಖෆ෬ - 29 % - 233 % - ܼۡຩ $308,983 178 % $1,736 590 % $524 ܼۡࢌၞ $63,459 760 % $84 179 % $355 ሹ࠹ $2,287,910 6,208 % $369 6,208 % $367ܼۡࢌၞᄝ݂ၹଆٳ༅ުđఃൌ࠽ሇ߄ᅝбႮ ஆ ሇ߄ਫ਼ࣥБۡᇏ ᅝб 1 Ϥ؇ڱٮෆ෬ 143%%༯ࢆᇀ%đᆃіൕՎ౻֡൞൳֞ః౻֥֡Ϻᇹ 2 ܡۣڱٮෆ෬ 32%đٚॖ౼֤ሇ߄b 3 ܡۣڱٮෆ෬ ¹ ܼۡࢌၞ 9% 4 Ϥ؇ሱಖෆ෬ ¹ Ϥ؇ڱٮෆ෬ 4%ᄝሇ߄ਫ਼ࣥБۡᇏॖुԛܡۣڱٮෆ෬൞ᇶေջ۳ܼۡ 5 Ϥ؇ሱಖෆ෬ ¹ Ϥ؇ڱٮෆ෬ 3%ࢌၞ֥ჷbܡۣڱٮෆ෬Чദ൞Ⴕི֥ሇ߄౻֡ 6 ll llđᇔႵ҆ٺႨໃࠧൈሇ߄bၹՎೂିᄝܼۡࢌၞ֥٢ᇏࡆၛקཟෆ෬ۿି(Search Retargeting)đᆃॖնն෪؋Ⴈሇ߄֥ൈࡗb׳༑ ݂ၹଆٳ༅భ ݂ၹଆٳ༅ު ౻֡ ཨٮ ሇ߄ ᅝб ሇ߄ӮЧ ൌ࠽ሇ߄ ᅝб ൌ࠽ሇ߄ӮЧ ܡۣ ڱٮෆ෬ $512,236 1,980 % $259 2,099 % $244 ܡۣ ሱಖෆ෬ - 138 % - 287 % - Ϥ؇ ڱٮෆ෬ $1,403,232 3,123 % $449 2,820 % $498 Ϥ؇ ሱಖෆ෬ - 29 % - 233 % - ܼۡຩ $308,983 178 % $1,736 590 % $524 ܼۡࢌၞ $63,459 760 % $84 179 % $355 ሹ࠹ $2,287,910 6,208 % $369 6,208 % $367ࢲކ݂ၹଆࠣሇ߄ਫ਼֥ࣥඔऌٳ༅҂ुԛğܡۣڱ ஆ ሇ߄ਫ਼ࣥБۡᇏ ᅝб 1 Ϥ؇ڱٮෆ෬ 143%ٮෆ෬҂ંЧദቔູሇ߄౻֡đࠇླྀᇹఃܼۡ౻֡ሇ 2 ܡۣڱٮෆ෬ 32%߄൞ིۚၭ֥b 3 ܡۣڱٮෆ෬ ¹ ܼۡࢌၞ 9% 4 Ϥ؇ሱಖෆ෬ ¹ Ϥ؇ڱٮෆ෬ 4%ၹՎܼۡᇶॖॉ੮ࡆ఼ؓՎֆ၂౻֥֡Ⴊ߄đ২ೂࣉྛ 5 Ϥ؇ሱಖෆ෬ ¹ Ϥ؇ڱٮෆ෬ 3%ຉՍၛࣉ၂҄ঔնෆ෬ਈ 6 ll ll12
ሹࢲ݂ၹଆѩ҂ିࢳथ෮Ⴕຩႏཧ֥ၐ໙đܼۡᇶ֤ौݖఃധೆ֥ඔऌٳ༅ࠣ҂؎ቔႪ߄Ӈ൫đٚॖӻ࿃ֹࡼܼ࠹߃ི֥ၭิശbၛ༯൞၂ུ۳ܼۡᇶ֥ࡹၰğಪౢܼଢѓbࡹ৫ౢԣࠣૼಒ֥ܼଢ֥൞Ӯۿֻ֥၂҄đ࣮֥ࣨଢѓ൞་ႄྍႨaᆰࢤิശሇ߄ਈࠇ൞ᄹࡆग़֥߭٠ੱĤ҂֥ଢѓ߶႕ཙ෮ႋ࿊ᄴ֥݂ၹଆbҰुఃБіၛӁളॖྛ֥׳༑b݂ၹଆ҂֩Ⴟॖࡼ෮ႵႪ߄ӱಆሱ߄đܼۡᇶ֤ҰुఃБі ೂሇ߄ਫ਼ࣥaሇ߄ܱሳБі֩
ၛᅳԛॖൌ֥Ⴊ߄ٚσb݂ၹଆ۷ॖႵᇹਔࢳఃሱദӁ֥ሇ߄(Conversion Funnel)bࡹၰܼۡᇶԢᇿၩೂޅิശሇ߄ਈຓđ۷ॖӇ൫෪؋ሇ߄ൈࡗđ২ೂࡆೆᄜקཟۿିđࠇ൞ؓ߭٠Ⴈ֥ܼۡᇏࡆೆᅼ२Ⴊ߲đᄹࡆሇ߄ࠏ߶b҂؎Ӈ൫Ⴊ߄Ҧb҂ေᆺܤࡹ৫၂۱ປૅ֥݂ၹଆđّႋൈࡗᄝ҂؎Ӈ൫҂֥Ⴊ߄Ҧđѩਔࢳ֒ᇏ֥Ӯིb13
ֻඹ҆ٳXMO݂ၹଆࢺകιׄࠌiClickॴૂࢺႪ߄XMOࡼຩႏཧᇏૄ၂ᇗေ҄ᇧಆ૫ඔऌ߄ࠣሱ߄bӁഡ࠹ᆌؓՖܼۡሔሶaٳ༅ၛᇀႪ߄֩ૄ၂༥ཛbӁႪ൝Їও ಆਫ਼ࣥսሔሶğѽሚႮႨֻ၂ख़ࢤԨܼۡ֞ቋުປӮሇ߄֥ૄ၂Ցđಞܼۡᇶ۷ധೆਔࢳႨ֥ຩྛູb ࢲކሇ߄ਫ਼ࣥބॴૂࢺࢌٳ༅ğิ܂ླྀིႋБۡٳ༅҂౻֡ᆭࡗ֥ܱ⚜đႵᇹਔࢳ౻֡ᆇᆞࡎᆴb ؟ົ؇ሱקၬሇ߄ٳ༅ğ్ކ҂ܼӁ֥หྟđܼۡᇶॖሱྛഡקఃႵ֥ሇ߄đննิശٳ༅ඔऌ֥ܱ৵؇b ؟ᇕ݂ၹଆğ࿊ᄴႨ҂݂ၹଆႿ҂ܼӁഈđಞٳ༅ඔऌ۷ିّ႘ൌ࠽֥іགྷbXMOႨॖ࿊ᄴ҂݂ၹଆࠣ༯ᄛ݂ၹଆБۡ14
ླྀིႋБۡĒਔࢳ౻֡ؓሇ߄֥ᆇᆞࡎᆴ ሇ߄ਫ਼ࣥٳ༅Ēਔࢳቋӈԛགྷ֥ሇ߄ਫ਼ࣥ
Ⴕᇹࣉ၂҄౻֡Ⴊ߄ܱႿιׄࠌӮູ৳ຩܼۡਵთིࠣݔႏཧ֥ڿ۪༵ྛᆀđႨඔऌඪ߅đႨૹೌ֥׳ҳა༵ࣉ֥ඌႄਵӖੀbιׄࠌiClick൞ᇝ൮۱ܼۡܓઙٚ(Buy-side Platform)đఃህ০֥ॴૂࢺܼۡႪ߄XMO (Cross- Marketplace Optimization Platform) ๙ݖۚࠩෘمაඔऌඌູܼۡᇶิ܂ਔՖ൳ᇙܵ֞ૂࢺܿ߃aՖૂࢺིܵ֞ݔႪ߄aՖඔऌड֞Бۡٳ༅֥෮Ⴕႏཧླđᇁ৯ႿϺᇹܼۡᇶิۚॴૂࢺႏཧᆭིିѩܼۡሧ߭Б(ROI)ቋն߄bߋ႒ᛍফ ࠇᆀܱᇿιׄࠌ֥ܲٚັѰ 15
