m5k1umn 发表于 2024-9-3 17:14:07

数字化营销转型的十个数据大坑(三):只追求消费者的手机号做为ID,而忽略其他同样有价值的ID

<a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/8J3brWhHYbakVodURYSFfJs2x3sljrcdx7jnxaJU0DzCBOPibQVQM7dQL7xbT60ib9xGhgN85ianmLPL1qU0YTkCg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKsGhWLzZCKPWuFqv0VNAe3B8HHGZVyPicxDEvP3kHjqlvEW57XfKnoRLQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">宋星最新<span style="color: black;">线上&amp;线下课</span>报名中</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">点击上方<span style="color: black;">照片</span><span style="color: black;">认识</span>详情</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者:宋星(纷析咨询创始人)、宋雨鑫(纷析咨询顾问分析师)</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文为<span style="color: black;"><strong style="color: blue;">数字化营销转型的十个数据大坑系列<span style="color: black;">文案</span>之三,往期内容见下方</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">1.坑一:以为坐拥数据资源,其实基本<span style="color: black;">无</span>什么数据(点击<span style="color: black;">认识</span>)</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">2.坑二:对流量投放效果,<span style="color: black;">无</span>真正真实的认知(点击<span style="color: black;">认识</span>)</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">接着前两个坑,<span style="color: black;">咱们</span>继续讲第三个坑。这一篇,<span style="color: black;">重点</span>讲企业在数据<span style="color: black;">行业</span>的另一个迷思,尤其是<span style="color: black;">有些</span>执念,关于<span style="color: black;">咱们</span><span style="color: black;">必定</span>要搞到消费者手机号的执念。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">手机号,毫无疑问,确实是最优价值的数据ID,但这并不<span style="color: black;">寓意</span>着,其他ID<span style="color: black;">无</span><span style="color: black;">那样</span>有用。<span style="color: black;">倘若</span><span style="color: black;">咱们</span>只追求手机号,<span style="color: black;">咱们</span><span style="color: black;">不仅</span>会陷入运营的疲惫,更重要的,是<span style="color: black;">咱们</span>可能丧失在<span style="color: black;">有些</span>其他的场景发挥数据价值的机会。这,<span style="color: black;">一样</span>是一个<span style="color: black;">咱们</span>不得不提防的“坑”。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKsIMHxzxbLwrY9cicBsHgJd3KNb0vCdHhYGfL25IGkmEpm0hrJvUhPxkQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">为何</span>企业最<span style="color: black;">期盼</span>得到的ID依然是手机号</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>来聊聊,消费者的<span style="color: black;">tel</span><span style="color: black;">为么</span>如此受到企业“追捧”?之<span style="color: black;">因此</span>这么说,是<span style="color: black;">由于</span><span style="color: black;">咱们</span>在做许多咨询项目时,时常能够感受到企业对手机号的<span style="color: black;">注重</span>,颇有一种手机号在手,天下我有的劲儿。<span style="color: black;">那样</span>消费者的手机号在<span style="color: black;">实质</span>应用中,真的<span style="color: black;">非常</span>有效吗?<span style="color: black;">咱们</span>从几个方面来<span style="color: black;">瞧瞧</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">从ID质量的<span style="color: black;">方向</span>来看,消费者手机号无疑是很好的。</span></strong>我曾在我的大课堂讲过,衡量一个ID的品质<span style="color: black;">怎样</span>,<span style="color: black;">重点</span>从三大维度考量,而手机号在这三个维度中,<span style="color: black;">能够</span>说是德智体美劳全面发展:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">时效</strong></span>:手机号时效较长,<span style="color: black;">通常</span><span style="color: black;">来讲</span>用户的手机号<span style="color: black;">一般</span>有十几年<span style="color: black;">乃至</span><span style="color: black;">一生</span>的生命周期;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">覆盖范围</strong></span>:范围极广,<span style="color: black;">通常</span><span style="color: black;">来讲</span>,绝大部分APP、网站的账号注册,<span style="color: black;">一般</span>都需要手机号;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">授权难度</strong></span>:<span style="color: black;">拥有</span>相对容易实现的授权方式,<span style="color: black;">通常</span><span style="color: black;">状况</span>下,用户<span style="color: black;">亦</span><span style="color: black;">已然</span>习惯于<span style="color: black;">经过</span>手机号注册账号,例如<span style="color: black;">微X</span>上一键授权。并且在运营诱饵有吸引力的<span style="color: black;">状况</span>下,用户<span style="color: black;">一般</span><span style="color: black;">亦</span>都更加乐意授权手机号。</p><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKsBu1xKXyB727s0H4qLpUkgM469pnCfkUWu7BSUnsQW9L74czWhYcpGg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于:《数据驱动增长——以消费者为核心的新数字营销》</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">从应用的<span style="color: black;">方向</span>来看</span></strong>,<span style="color: black;">针对</span>品牌<span style="color: black;">来讲</span>,消费者手机号有三大<span style="color: black;">平常</span>应用:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">应用一:手机号<span style="color: black;">能够</span><span style="color: black;">做为</span>直接触达客户的方式</span></strong>,例如在新用户注册未转化时,<span style="color: black;">经过</span>客服外呼直接联系消费者,给到<span style="color: black;">有些</span>专属优惠的诱饵,促进消费者在品牌的<span style="color: black;">第1</span>次转化。再<span style="color: black;">例如</span>大促<span style="color: black;">时期</span>给老用户群发短信等等。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">应用二:跨平台运营用户的重要中间键。</span></strong>例如消费者的会员积分的打通,就离不开消费者的手机号,用户在企业的天猫买了商品后,天猫上有了50积分,<span style="color: black;">那样</span>用户再来到企业的<span style="color: black;">微X</span>小程序时,就需要<span style="color: black;">经过</span>手机号来识别用户,打通积分数据。当然,这<span style="color: black;">背面</span>除了技术本身以外,<span style="color: black;">亦</span>需要企业有<span style="color: black;">必定</span>钞能力。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">应用三:<span style="color: black;">做为</span>粘合其他ID的粘合剂。</span></strong>例如企业在打通数据生成OneID时,主键法就利用的是手机号,<span style="color: black;">才可</span>实现跨域用户的ID打通。关于OneID更<span style="color: black;">详细</span>的原理,我会在我的线下大课<a style="color: black;">《数据驱动增长——以消费者为核心的新数字营销》</a>中进行<span style="color: black;">仔细</span>讲解。</p><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKs9O1UvibxVghTaHZoV17jcYDRTkfK0se9OsiaoAAXlics2licG8nPFpjSTg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于:《数据驱动增长——以消费者为核心的新数字营销》</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">但,手机号<span style="color: black;">亦</span>有劣势。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>,手机号<span style="color: black;">不易</span><span style="color: black;">得到</span>,<span style="color: black;">由于</span>消费者在<span style="color: black;">供给</span>自己的手机号上是有防备心理。</span></strong><span style="color: black;">倘若</span><span style="color: black;">无</span>足够好的诱饵,消费者并不轻易愿意<span style="color: black;">供给</span><span style="color: black;">她们</span>的手机号。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第二,手机号是较为<span style="color: black;">敏锐</span>的个人信息,受到《个人信息<span style="color: black;">守护</span>法》的严格<span style="color: black;">守护</span>。</span></strong>一方面法规<span style="color: black;">需求</span>非必要不收集额外的数据,另一方面在收集手机号时<span style="color: black;">亦</span>必须<span style="color: black;">得到</span>用户的授权同意,过去那种“豪取抢夺”的<span style="color: black;">办法</span>去搞手机号的时代<span style="color: black;">已然</span>结束了。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三,手机号在数字营销上的直接应用场景,<span style="color: black;">实质</span>上并不广阔,并且还在缩小。</span></strong>例如过去企业<span style="color: black;">能够</span>将用户的手机号给到第三方做人群洞察,而在个保法出台之后,在对消费者的手机号进行处理应用时,需获取其单独同意。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>总的<span style="color: black;">来讲</span>,企业最<span style="color: black;">期盼</span>得到的消费者ID是手机号情有可原,<span style="color: black;">然则</span>,<span style="color: black;">倘若</span>企业只关注手机号<span style="color: black;">做为</span>ID,忽略其他似乎<span style="color: black;">无</span>很重要的ID,肯定会踩坑。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKsTav2zzgRqNKMXib9XP7HpJB3aTvCKVta8zia62iauLxnYt08l7quZKHFQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">其实,Cookie、平台ID、设备ID等依然有价值</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为什么会踩坑呢?<span style="color: black;">由于</span>除了手机号之外,其他的<span style="color: black;">有些</span>ID依然有<span style="color: black;">各样</span>各样的价值。下面<span style="color: black;">咱们</span>来<span style="color: black;">详细</span>谈谈,<span style="color: black;">平常</span>的ID都<span style="color: black;">包括</span>什么,又有什么样的<span style="color: black;">功效</span>?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平常</span>ID之一:Cookie——尽管个保法对cookie有<span style="color: black;">必定</span>限制,但它仍然很重要。</span></strong><span style="color: black;">这儿</span><span style="color: black;">咱们</span>先说明一点,cookie<span style="color: black;">一般</span>分为<span style="color: black;">第1</span>方和第三方两大类,<span style="color: black;">第1</span>方cookie<span style="color: black;">一般</span>指网站<span style="color: black;">需求</span>用户浏览器生成的cookie。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而第三方cookie的定义相对更<span style="color: black;">繁杂</span>,从<span style="color: black;">规律</span>上来看,第三方将程序代码嵌入网站后,<span style="color: black;">能够</span><span style="color: black;">需求</span>浏览器生成cookie,此时的cookie所有权取决于域名,<span style="color: black;">倘若</span>域名属于原网站,<span style="color: black;">那样</span>cookie依然是<span style="color: black;">第1</span>方,<span style="color: black;">倘若</span>域名属于其他方,此时cookie<span style="color: black;">便是</span>第三方。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span><span style="color: black;">非常多</span>网站都置入了谷歌分析(Google Analytics)的监测代码,尽管对网站而言,这个代码是第三方的,但它生成的cookie,域名依然是网站的域名,<span style="color: black;">那样</span>它生成的这个cookie,就还是<span style="color: black;">第1</span>方cookie。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">实质</span>上,无论是<span style="color: black;">第1</span>方还是第三方cookie,对企业<span style="color: black;">来讲</span>都有其各自的价值。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>方cookie用来<span style="color: black;">跟踪</span>用户在网页上的<span style="color: black;">行径</span>,洞察用户偏好。</span></strong>虽然cookie中标识<span style="color: black;">独一</span>用户的ID是匿名的,但在用户多次<span style="color: black;">拜访</span>同一网站时,cookie能够记住用户过往的<span style="color: black;">行径</span>数据或设置,<span style="color: black;">因此呢</span>分析同一用户在网站上的<span style="color: black;">行径</span>,离不开cookie。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三方cookie则应用于<span style="color: black;">跟踪</span><span style="color: black;">宣传</span></span></strong>,例如多个网站都加了谷歌的监测代码生成cookie,<span style="color: black;">那样</span>谷歌就<span style="color: black;">能够</span>综合这些cookie及其<span style="color: black;">背面</span>的用户<span style="color: black;">行径</span>数据,一方面识别出<span style="color: black;">区别</span>网站间浏览的<span style="color: black;">独一</span>用户,另一方面<span style="color: black;">亦</span>能分析用户<span style="color: black;">行径</span>数据,<span style="color: black;">认识</span>其偏好或<span style="color: black;">需要</span>,从而在合适的节点给用户推送<span style="color: black;">精细</span><span style="color: black;">宣传</span>,<span style="color: black;">提高</span>转化效果。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管在数据<span style="color: black;">守护</span>的法规之下,cookie的生成以及数据应用都需要<span style="color: black;">得到</span>用户同意,无论对网站还是第三方<span style="color: black;">来讲</span>,cookie的<span style="color: black;">运用</span>都可能受到<span style="color: black;">必定</span>限制,但<strong style="color: blue;"><span style="color: black;">它依然<span style="color: black;">能够</span><span style="color: black;">帮忙</span>企业,在网页上实现多种多样的消费者针对性互动与触达。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平常</span>ID之二:平台ID——即各平台自己生态内的ID,尽管<span style="color: black;">没法</span>多平台打通数据,但在平台内进行消费者运营不可或缺。</span></strong>下面<span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span>,主流平台的<span style="color: black;">平常</span>ID都有<span style="color: black;">那些</span>应用。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1)<span style="color: black;">微X</span>生态</span></strong>:尽管<span style="color: black;">微X</span>本身有较多的触点体系,例如订阅号、服务号、小程序、企微以及H5等等,但其最为核心的ID<span style="color: black;">重点</span>是以下两个:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">OpenID:用户关注公众号时即生成的<span style="color: black;">独一</span>识别ID。同一用户关注<span style="color: black;">区别</span>的公众号,会生成<span style="color: black;">区别</span>的OpenID;OpenID的存在,让诸如手机号、用户名、<span style="color: black;">微X</span>号等<span style="color: black;">敏锐</span>信息得以<span style="color: black;">隐匿</span>,在最大化<span style="color: black;">保准</span>用户隐私的情形下,让识别同一个用户<span style="color: black;">作为</span>可能。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">UnionID:同一主体下同一用户的<span style="color: black;">独一</span>识别ID。例如某企业有2个公众号,用户A关注企业的公众号1,生成openid_1,关注公众号2,则生成openid_2。<span style="color: black;">那样</span>企业<span style="color: black;">想要</span>识别这两个ID是同一用户,就需要用到同一主体下能够识别<span style="color: black;">独一</span>用户的unionID。UnionID在<span style="color: black;">微X</span>生态内进行以消费者为核心的营销,<span style="color: black;">拥有</span>最为压倒性的<span style="color: black;">道理</span>。<strong style="color: blue;"><span style="color: black;">UnionID是跨所有<span style="color: black;">微X</span>的应用的,<span style="color: black;">包含</span>前面<span style="color: black;">说到</span>的公众号,还<span style="color: black;">包含</span>小程序、H5、<span style="color: black;">各样</span>以<span style="color: black;">微X</span>号进行的登录、企业<span style="color: black;">微X</span>的应用,都可用UnionID来辨别同一个用户。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2)淘系电商</span></strong>:类似于<span style="color: black;">微X</span>的openid和unionID,淘系电商<span style="color: black;">亦</span>有<span style="color: black;">类似</span>的ID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">ouid(Open User ID):类似<span style="color: black;">微X</span>的OpenID,同一用户在<span style="color: black;">每一个</span>店铺中的ouid都不<span style="color: black;">同样</span>;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">omid(Open Merchant User ID):类似<span style="color: black;">微X</span>的UnionID。omid<span style="color: black;">能够</span>用于<span style="color: black;">跟踪</span>识别同一企业下,<span style="color: black;">区别</span>店铺品牌之间的同一用户。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>于<span style="color: black;">微X</span>生态的是,在淘宝天猫中,企业<span style="color: black;">没法</span>获取到用户的这些ID,尽管只能<span style="color: black;">经过</span>淘系<span style="color: black;">供给</span>的<span style="color: black;">关联</span>工具系统来分析、<span style="color: black;">认识</span>用户,但<strong style="color: blue;"><span style="color: black;">ouid和omid,<span style="color: black;">能够</span>实现用户数据的匹配对齐,会员通数据的传输等应用。是<span style="color: black;">全部</span>淘系识别用户的核心ID。</span></strong>做淘系电商及<span style="color: black;">关联</span>的引流与运营,<span style="color: black;">不可</span>少了这些ID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3)字节生态</span></strong>:字节生态中<span style="color: black;">亦</span>有识别用户登录小程序或APP的openid,然而与淘系<span style="color: black;">同样</span>,字节并不会返回给企业用户的这些ID,而是<span style="color: black;">供给</span><span style="color: black;">关联</span>工具让企业在其生态内应用。与字节<span style="color: black;">关联</span>的<span style="color: black;">非常多</span>投放,例如RTA投放等,都<span style="color: black;">不可</span>缺少字节的ID,即BDID。除了BDID,抖音的OpenID在部分场景下,<span style="color: black;">亦</span><span style="color: black;">特别有</span>价值。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平常</span>ID之三:设备ID——指硬件设备的<span style="color: black;">关联</span>ID</span></strong>,例如手机端有IDFA、IMEI号,网卡的MAC<span style="color: black;">位置</span>,操作系统的Android_ID等等。这些ID<span style="color: black;">一般</span>是在硬件生产或<span style="color: black;">运用</span>时就会生成的<span style="color: black;">独一</span>识别ID,<span style="color: black;">因此呢</span><span style="color: black;">常常</span><span style="color: black;">能够</span>用于识别用户。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>某安卓用户登录了抖音APP,<span style="color: black;">同期</span><span style="color: black;">亦</span>登录了字节旗下的轻颜相机,在用户授权同意的<span style="color: black;">状况</span>下,就<span style="color: black;">能够</span><span style="color: black;">同期</span>获取到他的安卓IMEI号,<span style="color: black;">那样</span>就<span style="color: black;">能够</span>识别出这两个APP下的同一用户,从而能够综合用户的<span style="color: black;">更加多</span><span style="color: black;">行径</span>数据,多维度地<span style="color: black;">认识</span>其偏好<span style="color: black;">需要</span>,进行针对性的运营。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管在数据法规的影响下,设备ID的收集与应用都受到了不少限制,尤其在苹果端识别<span style="color: black;">独一</span>用户变得困难。但<strong style="color: blue;"><span style="color: black;"><span style="color: black;">海量</span>的<span style="color: black;">宣传</span>投放系统、APP应用、用户<span style="color: black;">行径</span><span style="color: black;">跟踪</span>等,仍然需要依赖于设备ID。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>,历史<span style="color: black;">累积</span>的<span style="color: black;">海量</span>数据<span style="color: black;">亦</span>是以设备ID的形式存在的,并且安卓端的设备ID仍然在安卓生态内的<span style="color: black;">宣传</span>投放和营销应用中,起到决定性的<span style="color: black;">功效</span>。再加上,设备ID天然是跨移动端APP的,即一个设备上的所有应用,都基于同一个设备ID,<span style="color: black;">这般</span>就能够天然实现跨域的用户<span style="color: black;">跟踪</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>说,设备ID的重要性虽然有所降低,但仍然属于极为重要的ID类别,仍然还有很大的用武之地,<span style="color: black;">此刻</span>就说它<span style="color: black;">已然</span>日薄西山还为时尚早,它在营销中,尤其是效果类投放的营销中,起到的<span style="color: black;">非常多</span><span style="color: black;">功效</span>仍然超过<span style="color: black;">日前</span>大部分的ID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平常</span>ID之四:CID——即Click ID,<span style="color: black;">能够</span>简单理解为一种<span style="color: black;">宣传</span>投放模式。</span></strong>尽管CID是这几年才兴起的,但对淘宝等电商平台的商家<span style="color: black;">来讲</span>,CID应用在消费者的转化归因上<span style="color: black;">非常</span>有效。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如一个淘宝商家在抖音进行<span style="color: black;">宣传</span>投放,用户点击<span style="color: black;">宣传</span>会<span style="color: black;">转</span>到店铺的商品页。这一过程会<span style="color: black;">触及</span>到两个平台的数据,一是抖音上的<span style="color: black;">宣传</span>点击率、页面停留时长等,二是淘宝上消费者的浏览、购买等数据。理想<span style="color: black;">状况</span>下,这两块数据打通后,<span style="color: black;">那样</span>淘宝商家就<span style="color: black;">能够</span><span style="color: black;">认识</span>抖音<span style="color: black;">宣传</span>投放后所带来的的转化效果<span style="color: black;">怎样</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而<span style="color: black;">实质</span><span style="color: black;">状况</span>中双方并未打通这些数据,尽管<span style="color: black;">亦</span>有<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主获取到这两块数据的<span style="color: black;">宣传</span><span style="color: black;">制品</span>,但其价格<span style="color: black;">一般</span>比较高,并不是所有商家都<span style="color: black;">能够</span>尝试的。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>CID的<span style="color: black;">显现</span>,就<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主<span style="color: black;">例如</span><span style="color: black;">有些</span>白牌商家“实现理想”,<strong style="color: blue;"><span style="color: black;">在CID的投放模式之下,商家在投放后,<span style="color: black;">能够</span><span style="color: black;">晓得</span>淘宝店铺中的<span style="color: black;">那些</span>订单<span style="color: black;">是由于</span>抖音<span style="color: black;">宣传</span>投放来的,有了这些数据后,商家就<span style="color: black;">能够</span>更好地去优化<span style="color: black;">宣传</span>投放的策略,<span style="color: black;">最后</span><span style="color: black;">提高</span>转化率。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/8J3brWhHYbZXRm01j5h3jp4IAXSGtzKsXgiaZm6OpviaekicFSuXOEd1ibf6SFbBHBKU3icgKx4vlRktibLc82Af1nmg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">其实,企业的<span style="color: black;">区别</span>业务所需的ID<span style="color: black;">区别</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后我仍然要强调,<strong style="color: blue;"><span style="color: black;">企业<span style="color: black;">不应</span>只<span style="color: black;">注重</span>手机号,而是要<span style="color: black;">首要</span><span style="color: black;">思虑</span>,自己的业务场景是什么,<span style="color: black;">而后</span>再结合场景<span style="color: black;">思虑</span>ID。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对企业而言,<span style="color: black;">区别</span>业务所需的ID<span style="color: black;">区别</span>。例如以下这些场景:</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">以消费者为核心的私域运营</span></strong>:手机号<span style="color: black;">必定</span>是重要的,<span style="color: black;">而后</span><span style="color: black;">亦</span><span style="color: black;">不可</span><span style="color: black;">忽略</span>UnionID和OpenID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">APP端投放</span></strong>:设备ID很重要,<span style="color: black;">而后</span>是各<span style="color: black;">媒介</span>平台的ID,例如字节BDID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">用户<span style="color: black;">行径</span><span style="color: black;">跟踪</span>与消费者洞察</span></strong>:各类触点ID很重要,<span style="color: black;">包含</span>cookie、UnionID和OpenID、设备ID。<span style="color: black;">倘若</span>能拿到手机号,当然更好,但不是必要<span style="color: black;">要求</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">电商生态</span></strong>:电商会员通所支持的各类ID。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总之,在更为广阔的数字营销场景中,<span style="color: black;">咱们</span>仍然离不开手机号以外的ID。企业需要先梳理好自己的业务<span style="color: black;">需要</span>,定义场景,再<span style="color: black;">经过</span>精细化的运营手段,合法合规地获取到所需ID。</p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">企业的营销数字化转型组织架构</span></strong>、<span style="color: black;">基本</span><span style="color: black;">设备</span>、团队能力搭建和优化</p>




听听海 发表于 2024-9-9 04:11:19

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wrjc1hod 发表于 2024-9-27 17:42:28

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j8typz 发表于 2024-10-27 21:31:08

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4zhvml8 发表于 2024-11-2 02:50:57

谷歌外贸网站优化技术。
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查看完整版本: 数字化营销转型的十个数据大坑(三):只追求消费者的手机号做为ID,而忽略其他同样有价值的ID