Amazon改进宣传平台，意图抢占Google和The Trade Desk市场份额
<span style="color: black;"><strong style="color: blue;"><span style="color: black;">▲</span><strong style="color: blue;"><span style="color: black;">点击[</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">MarTechCareer</span></strong></span><strong style="color: blue;"><span style="color: black;">] → 点击右上角[...] → 点击[设为星标</span><span style="color: black;">★</span><span style="color: black;">]</span></strong></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>时间<span style="color: black;">得到</span>最前沿的数据、营销、<span style="color: black;">制品</span>等内容</span></strong></strong></span><strong style="color: blue;"><span style="color: black;">多</span></strong><span style="color: black;">名<span style="color: black;">宣传</span>行业<span style="color: black;">信息</span>人士<span style="color: black;">叫作</span>，<span style="color: black;"><strong style="color: blue;">亚马逊正在采取新的策略，以削减营销人员在谷歌和the Trade Desk等竞争对手那里花费的<span style="color: black;">宣传</span><span style="color: black;">花费</span></strong></span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3plNfQH4Sc1KOQVpbwrrITG9MxO4fHph9dicHUucv4icR3QUuib6bUVsXAajibCoGS77DJtab1licqPSDw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">在<span style="color: black;">近期</span>的会议上，这家电子商务巨头<span style="color: black;">始终</span>在宣传其“<span style="color: black;">需要</span>方平台”（DSP）的新功能。据<span style="color: black;">近期</span><span style="color: black;">遵循</span>了亚马逊<span style="color: black;">表率</span>介绍的<span style="color: black;">宣传</span>买家<span style="color: black;">叫作</span>，</span><span style="color: black;"><strong style="color: blue;">该软件<span style="color: black;">运用</span>自动化技术向人们发送有针对性的<span style="color: black;">宣传</span>，这些<span style="color: black;">宣传</span>既<span style="color: black;">能够</span>在亚马逊自己的网站上发布，<span style="color: black;">亦</span><span style="color: black;">能够</span>在<span style="color: black;">全部</span>网络上发布</strong></span><span style="color: black;">。</span><span style="color: black;"><span style="color: black;">宣传</span>咨询<span style="color: black;">机构</span>Jounce Media预测，谷歌、The Trade Desk和亚马逊今年将合计<span style="color: black;">掌控</span>约63%的DSP市场份额，其中谷歌占41%，The TradeDesk占12%，亚马逊占11%。</span><span style="color: black;">开普勒集团副总裁兼亚马逊<span style="color: black;">全世界</span>负责人汉娜•格罗布迈尔<span style="color: black;">暗示</span>，<strong style="color: blue;">亚马逊正试图<span style="color: black;">经过</span>挖走“非本地”<span style="color: black;">宣传</span>商，即不<span style="color: black;">经过</span>这家电子商务巨头<span style="color: black;">营销</span><span style="color: black;">制品</span>的<span style="color: black;">机构</span>，来蚕食谷歌和The Trade Desk的份额</strong>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3plNfQH4Sc1KOQVpbwrrITGtr8wfv6IaibjdTUjxgBTAsManehBQr3knHibXnB1Gjwo70d8z3RibF0Tw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">金融和保险<span style="color: black;">机构</span>从亚马逊改进的<span style="color: black;">宣传</span>平台中获益</span></strong></span><span style="color: black;">亚马逊争取更大预算的一种方式是<span style="color: black;"><strong style="color: blue;"><span style="color: black;">运用</span><span style="color: black;">设备</span>学习模型，<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>商以更低的价格找到新客户</strong></span>。亚马逊代理<span style="color: black;">机构</span>Podean的<span style="color: black;">全世界</span>首席执行官特拉维斯•约翰逊<span style="color: black;">暗示</span>，亚马逊的DSP历来表现不如谷歌和The
Trade Desk。他举例说，与过去的谷歌和the
Trade Desk相比，<span style="color: black;">运用</span>亚马逊的DSP，<span style="color: black;">宣传</span>商为<span style="color: black;">得到</span>一个新客户所支付的成本可能要高出两到三倍。</span><strong style="color: blue;"><span style="color: black;">亚马逊介绍的<span style="color: black;">宣传</span>买家<span style="color: black;">暗示</span>，这些</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">调节</span>尤其有利于金融<span style="color: black;">公司</span>和保险<span style="color: black;">机构</span></strong>。这些<span style="color: black;">机构</span>并不在亚马逊上<span style="color: black;">营销</span><span style="color: black;">制品</span>，但<span style="color: black;">因为</span><span style="color: black;">运用</span>新工具和亚马逊的数据来<span style="color: black;">调节</span><span style="color: black;">宣传</span>定位，它们<span style="color: black;">已然</span><span style="color: black;">作为</span>亚马逊DSP的顶级客户。</span><span style="color: black;">开普勒集团的Grobmyer说：“<span style="color: black;">咱们</span>有对隐私<span style="color: black;">需求</span>很高的金融服务品牌，<span style="color: black;">她们</span>对这个项目很感兴趣。”</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3plNfQH4Sc1KOQVpbwrrITGb3FGicQUmIZu9IbKqNwuEZIWxUqqnfsbAdJUyaVnQJdqAvmMpcbodkQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">亚马逊<span style="color: black;">准许</span><span style="color: black;">宣传</span>商链接到<span style="color: black;">她们</span>自己的网站</span></strong></span><strong style="color: blue;"><span style="color: black;">亚马逊首次<span style="color: black;">准许</span><span style="color: black;">宣传</span>商将流量从<span style="color: black;">宣传</span>引到<span style="color: black;">她们</span>自己的网站上，这些品牌<span style="color: black;">同期</span><span style="color: black;">亦</span>在亚马逊上<span style="color: black;">营销</span><span style="color: black;">制品</span></span></strong><span style="color: black;">。</span><span style="color: black;">几年前，<span style="color: black;">宣传</span>商就<span style="color: black;">能够</span><span style="color: black;">选取</span>将<span style="color: black;">宣传</span>点击引导到自己的网站上，但仅限于不在亚马逊上<span style="color: black;">营销</span>的<span style="color: black;">制品</span>——<span style="color: black;">例如</span>汽车和保险<span style="color: black;">机构</span>。此前，在亚马逊上<span style="color: black;">营销</span>的<span style="color: black;">制品</span><span style="color: black;">宣传</span>会被路由回亚马逊。</span><span style="color: black;">Podean的约翰逊说：“<span style="color: black;">此刻</span>，亚马逊<span style="color: black;">准许</span>在亚马逊上<span style="color: black;">营销</span><span style="color: black;">制品</span>的<span style="color: black;">宣传</span>商将流量引向自己的网站，<span style="color: black;">这般</span><span style="color: black;">她们</span>就<span style="color: black;">能够</span>管理自己直面消费者的<span style="color: black;">营销</span>。”</span><span style="color: black;">他举例说，<strong style="color: blue;">一家<span style="color: black;">同期</span>在亚马逊和自己网站上<span style="color: black;">营销</span><span style="color: black;">制品</span>的服装<span style="color: black;">机构</span>，<span style="color: black;">此刻</span><span style="color: black;">能够</span><span style="color: black;">经过</span>亚马逊DSP在CNN等<span style="color: black;">媒介</span>上投放<span style="color: black;">宣传</span>，这些<span style="color: black;">宣传</span><span style="color: black;">能够</span>链接回该服装<span style="color: black;">机构</span>自己的网站</strong>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3plNfQH4Sc1KOQVpbwrrITGx2oYrMF8uTbbIx8YkFUmXO9h2UHr021QDewnkJw9PQyd4ggaXCIkLA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这种能力在很大程度上是直接面向消费者的品牌所<span style="color: black;">需求</span>的，以这些品牌为<span style="color: black;">目的</span><span style="color: black;">显示</span>，<strong style="color: blue;">亚马逊<span style="color: black;">宣传</span>正在试图扩大其客户，而<span style="color: black;">不仅</span>是<span style="color: black;">重点</span>在亚马逊上<span style="color: black;">营销</span>的商家</strong>。</span><span style="color: black;">Podean的约翰逊<span style="color: black;">暗示</span>:“这些都是亚马逊以前<span style="color: black;">无</span>关注过的<span style="color: black;">行业</span>，但正在<span style="color: black;">帮忙</span>DSP扩大客户群。”</span><span style="color: black;">亚马逊的这一<span style="color: black;">措施</span>仍然是新的，新的<span style="color: black;">宣传</span>商是否会买账还有待观察。例如，<span style="color: black;">宣传</span><span style="color: black;">机构</span>Merkle的美洲区总裁皮特•斯坦(Pete
Stein)<span style="color: black;">暗示</span>，他预计不会有<span style="color: black;">非常多</span><span style="color: black;">宣传</span>客户将<span style="color: black;">宣传</span>流量拉回自己的网站，<span style="color: black;">由于</span><span style="color: black;">倘若</span>把客户引到亚马逊上购买，对<span style="color: black;">她们</span><span style="color: black;">来讲</span>会<span style="color: black;">更易</span>。</span><strong style="color: blue;"><span style="color: black;">即使亚马逊做出了改进，谷歌和The
Trade Desk<span style="color: black;">亦</span>不太可能放弃<span style="color: black;">媒介</span>计划</span></strong><span style="color: black;">，<span style="color: black;">由于</span>它们将继续带来独特的价值。亚马逊<span style="color: black;">相关</span>于消费者购买记录的数据，但The Trade Desk<span style="color: black;">能够</span><span style="color: black;">拜访</span>来自广播<span style="color: black;">机构</span>的<span style="color: black;">各样</span>流<span style="color: black;">媒介</span>电视目录，而谷歌<span style="color: black;">能够</span>独家<span style="color: black;">拜访</span>YouTube等自己的资产。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3plNfQH4Sc1KOQVpbwrrITGzBg47rf9YqxCbJndz3cnbtbrWaR0gSl8PaxoduZJicOicL1Q9lY92FOQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">斯坦<span style="color: black;">暗示</span>，<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>商将继续<span style="color: black;">按照</span>自己的<span style="color: black;">需要</span>优先<span style="color: black;">思虑</span>这些<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>平台。</span><span style="color: black;">谷歌和The Trade
Desk拒绝对本文<span style="color: black;">发布</span>评论。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">倘若</span>你想<span style="color: black;">认识</span><span style="color: black;">怎样</span>运用数据促进营销业务发展，进一步扩大自己的求职<span style="color: black;">优良</span>，在进入职场之前就演练并学习<span style="color: black;">认识</span>各大<span style="color: black;">机构</span>的营销分析技巧，</strong></span><strong style="color: blue;"><span style="color: black;">就</span></strong><span style="color: black;"><strong style="color: blue;">来<span style="color: black;">瞧瞧</span>MarTechApe</strong><strong style="color: blue;">携手来自</strong></span><span style="color: black;"><strong style="color: blue;">Apple、Walmart、Airbnb、Verizon、Wayfair</strong></span><span style="color: black;"><strong style="color: blue;">等知名<span style="color: black;">机构</span>的资深职场人开设的</strong></span><span style="color: black;"><strong style="color: blue;">《营销分析专项》</strong></span><span style="color: black;"><strong style="color: blue;">课吧！</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLTnGtqS24fVYfWJDKvCx3OtNGUEHicJHVEblXyiaG19iakKDeicQHdbvYkWg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">《营销分析专项系列课》由MarTechApe联合美国的一线营销分析和营销技术专家们<span style="color: black;">一起</span><span style="color: black;">开发</span>推出，由以下美国名企管理层执教：</span><span style="color: black;">知名独角兽<span style="color: black;">机构</span></span><span style="color: black;">Airbnb硅谷总部</span><span style="color: black;">，营销科技经理</span><span style="color: black;">苹果<span style="color: black;">机构</span>硅谷总部</span><span style="color: black;">（前Ebay资深数据分析师），营销数据<span style="color: black;">专家</span></span><span style="color: black;">美国最<span style="color: black;">大众</span>具</span><span style="color: black;">电商平台Wayfair</span><span style="color: black;">，营销数据科学经理</span><span style="color: black;">美国</span><span style="color: black;">电信巨头Verizon</span><span style="color: black;">，营销效果经理</span><span style="color: black;">沃尔玛Walmart电商</span><span style="color: black;">（前GroupM营销分析经理），数据科学经理</span><span style="color: black;">这门专项系列课由5个模块<span style="color: black;">构成</span>，涵盖了5种应用最广泛的营销和<span style="color: black;">商场</span>分析<span style="color: black;">办法</span>：</span><span style="color: black;">课程大纲</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《营销分析专项》</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLTXp2DLOq1jAtvQAvaCOfpvGNwUFHicZq62mZhjCKapHnjfwwy9TJ1aBQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">Airbnb</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">硅谷总部</strong><strong style="color: blue;">营销科技经理——《营销归因》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 什么是<span style="color: black;">跟踪</span>？<span style="color: black;">仔细</span>介绍<span style="color: black;">区别</span>的<span style="color: black;">跟踪</span><span style="color: black;">办法</span>:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">URL Tracking</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> Pixel Tracking</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> Deep Linking</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 什么是营销归因？企业<span style="color: black;">为何</span>有必要做营销归因？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. 单触点归因模型的<span style="color: black;">区别</span>种类与做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 多点归因模型的<span style="color: black;">区别</span>种类与做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 用户生命周期总价值（Customer Life Time Value）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7. 营销归因中<span style="color: black;">触及</span>到的各类高阶分析:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 预测LTV</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 用户细分（User Segmentation）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 同类群组分析（Cohort Analysis）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 增量测试（Lift Test）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 跨设备<span style="color: black;">跟踪</span>（Cross Device Tracking）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 全<span style="color: black;">途径</span>分析（Full Funnel Analysis）</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLThGiayqyHFkyoMWvRUKYdLoZ6fRuiakicOXs9JiavLOlNjaXLwK0CVRQjrQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">沃尔玛电商Walmart Ecommerce</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">美国数据科学经理——《营销组合模型》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 营销组合模型（Marketing Mix Modeling）是什么，它<span style="color: black;">为何</span><span style="color: black;">能够</span>有效<span style="color: black;">加强</span>营销绩效？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 营销组合模型<span style="color: black;">能够</span>解释<span style="color: black;">那些</span>业务指标？衡量<span style="color: black;">那些</span>变量对业务指标的影响？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <span style="color: black;">怎样</span><span style="color: black;">评估</span>一个营销组合模型的好坏？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <span style="color: black;">怎样</span><span style="color: black;">经过</span>模型判断<span style="color: black;">宣传</span>效果和营销收益？模型中的重要参数：Decay、Lag、Alpha都是什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. <span style="color: black;">怎样</span><span style="color: black;">经过</span>模型结果计算与比较媒介<span style="color: black;">途径</span>效果？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 模型结果的<span style="color: black;">诠释</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 模型分解</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 变量贡献</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 媒介有效性和媒介效率</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7. <span style="color: black;">经过</span>模型结果进一步<span style="color: black;">得到</span><span style="color: black;">商场</span>洞察</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8. 行业里流行的另一种<span style="color: black;">处理</span><span style="color: black;">方法</span>——领先指标模型</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9. 营销组合模型的典型面试问题</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10. 营销分析师与营销分析经理的技能<span style="color: black;">需求</span>和典型一天</p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLT0sgBzq3mVfOl2PCfgy93HWTyGl1Y9ibxjyicYv3OYULn48cZviaSofgWA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&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;">苹果<span style="color: black;">机构</span>Apple</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">硅谷总部营销数据<span style="color: black;">专家</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. 什么是媒介测试与学习（Media Test & Learn）？<span style="color: black;">为何</span><span style="color: black;">咱们</span>需要在<span style="color: black;">宣传</span>营销<span style="color: black;">行业</span><span style="color: black;">运用</span>这种<span style="color: black;">办法</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 在<span style="color: black;">实质</span>工作中会做<span style="color: black;">那些</span>关于<span style="color: black;">宣传</span>的实验？<span style="color: black;">有<span style="color: black;">那些</span>测试的对象？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. <span style="color: black;">怎样</span>设计一个实验，实验设计的6个<span style="color: black;">过程</span>，在A/B测试设计中的<span style="color: black;">重视</span>事项</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4. 检验实验数据的<span style="color: black;">靠谱</span>性和完整性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. <span style="color: black;">怎样</span>分析实验结果</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. <span style="color: black;">怎样</span><span style="color: black;">按照</span>样本来估计整体均值或比例的置信区间</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7. <span style="color: black;">怎样</span>针对某一指标/metrics来判断实验组和对照组的区别在统计上<span style="color: black;">明显</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8. <span style="color: black;">倘若</span>想<span style="color: black;">同期</span>测试多个指标，应该<span style="color: black;">重视</span><span style="color: black;">那些</span>事项？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9. 什么是PSA，<span style="color: black;"><span style="color: black;">为何</span><span style="color: black;">咱们</span>需要PSA，PSA的劣势</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">10. 什么是Ghost Ads？PSA和Ghost Ads的区别</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">11. 营销战役的ROI与增量</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">12. <span style="color: black;"><span style="color: black;">选取</span>偏差</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">13. 因果影响分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">14. A/B测试的局限</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">15. A/B测试的延伸：Universal Control Group与<span style="color: black;">Multi-Armed Bandit</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLTciaynnpuBOvjm24fDg3A03KMuic9iciaz9vnNCkCeSX36HIBKplaaRdZSA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">美国最<span style="color: black;">大众</span>具电商Wayfair</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">波士顿营销数据科学经理——《增量模型》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.什么是因果与因果推断？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.有<span style="color: black;">那些</span>因果<span style="color: black;">科研</span><span style="color: black;">办法</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.增量在营销中指的是什么？什么是营销产生的收入（Incremental Revenue）？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.增量模型将用户分成<span style="color: black;">那些</span>类型？<span style="color: black;">怎样</span>比较<span style="color: black;">区别</span>营销策略的效果？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5.什么是Heterogeneous Treatment Effects？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6.增量模型中的随机实验</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7.增量模型与<span style="color: black;">设备</span>学习；增量模型要<span style="color: black;">处理</span>的挑战</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8.增量模型的进阶技术</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9.用一个案例来理解增量模型的完整流程</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10.用Python来实现增量模型</p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3olE2dqZpqpIhkZXcicrTbLTAofIJ5iaNzMaA0o7gfIZaOjw0NbPnicAtnwBhssd0pcAP6GBOic6y2rOw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&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;">美国电信巨头Verizon</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">纽约营销效果经理——《营销中的随机森林》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 什么是决策树？决策树在营销中的案例分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 最<span style="color: black;">平常</span>的聚类分析：K-means与Hierarchical Clustering在营销中的应用。在R语言中实践两种<span style="color: black;">区别</span>的聚类分析<span style="color: black;">办法</span>与结果<span style="color: black;">诠释</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 随机森林算法原理</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <span style="color: black;">怎样</span><span style="color: black;">诠释</span>随机森林的结果，<span style="color: black;">怎样</span>判断随机森林模型的好坏</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 用一个案例来理解随机森林的完整流程</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 在R语言环境中实现随机森林模型</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7. 随机森林<span style="color: black;">归类</span>模型与随机森林回归模型</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8. 其他<span style="color: black;">设备</span>学习算法在营销中的应用</p>
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