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2024晜 侨㶶䎛デ欽露霒Ⱙ MMA蠒Ꝉ䪮助㨼プ⠔ ✳ꨪ✳㔋䎃 2024䎃晜綘䱗⽀⡙註鵄⚥㕂ծ䝐僒猰䪮 Topicheadline goeshere 01㛇炄蠒Ꝉ嚋䙁 蠒Ꝉ䪮助|MarTech 岌鍘䭷挿蠒ㄤꝈⰻ务㺂⢪湱欽Ⱒⵌկ涸ぐ猫IT䪮助⺫䭍侨研 侨㶶⻊鲮㘗|DigitalTransformation ⚌俒⻊ㄤ㹐䨪⡤낉⟄忘駈♶倗」⻊涸⚌⸉ㄤ䋑 ⵄ欽侨㶶䪮助⴯䒊䧴佖鵳梡剣涸⚌⸉崨玐ծ⟱ 㖞꨽宠涸鵂玐蠒Ꝉ䪮助僽侨㶶⻊鲮㘗涸♧鿈ⴔկ たꝆ騟|Post-clickChain 岌꬗䭷た「涸⠍䨾㖈剣挿遤ⴁ⚹䎛梠デ蒜たկ鵳Ⰶ衅㖑곜/Ꝉ㈒곜 䎛デ去椚㉁|Agency 䱹去「椚䎛劼デ匬⚺կ㨼䩯䌐⸔䎛デ⚺模䧭䎛デ䫏佞涸 㹐䨪⡤낉|CX,CustomerExperience 瘝餴彂⟄欽䨪⚹务䗱䕎䧭刿㥩涸餴彂絆ざ倰䒭կ ⚹Jo✫ur雮ne「y⠍剣ㅷ刿晥㥩唙涸椚㹐鍘䨪挿假玐ⰻ㺂CustꝈom㈒er剪⸉ 欽䨪⡤낉|UX,UserExperience 㹐䨪AP⡤Pծ낉㸽涸緸♧ㄤ⚡䗎梠⥌蒜Ⱆ⠍䭷〿涸僽♳䎛♸デ嶊⚺餩㖈罏荈涸剣匹䎂⸓〵կ 䎛デ䪮助|AdTech ㅷ助晥ⵄ⺫欽䭍侨✫㶶DS㯮P➝D鵳M遤P㹊傞AD䎛XデS䫏S佞P瘝胜䪮た助涸կ䪮 ⵸Ꝇ騟|Pre-clickChain 岌遤䭷⚹「梠⠍蒜㖈կ挿ⴁ䎛デ⵸䱹「䎛デ⥌䜂涸䨾剣 䎛デ⚺|Advertiser ⚹涸䲀䋑Ꝉ㖞㉁⚺ㅷ⡤ծ䲿⛲⣘鄄剪獦⸉⚹䧴䲀歌䎛倰嚋䙁罜〄ㅷ䋒晥䎛⚺デ⥌瘝䜂կ 㯮➝崨ꆀ⚺|Media ㅷ晥鸑鵂䎛デ涸䕎䒭ぢ「⠍⠛乄⥌䜂涸庈麤կ 㹐䨪假玐|CJ,CustomerJourney 嶊餩罏ꅷ餝Ɀ瘻Ꝇ务「ⵌ䎛デ⚺䕧ㆇ涸蒜挿կ 鍘挿|TouchPoint 嶊餩罏〳⟄♸⟱⚌鵳遤❜匹涸⟣⡦倰䒭կ 湡叻「⠍|TargetAudience 䎛⡤デկ⚺䫏佞䎛デ䋞劅鍘鴪䎇❡欰䕧ㆇ涸「⠍纈 DTC/D2C|DirecttoConsumer ♧䧴猫⟣蠒⡦ꝈⰦ倰➭䒭务ꢂ䭷㉁ㅷ晥湬♶䱹鸑㼆鵂「ꨪ⠍㈒鵳㉁遤ծ蠒䪠Ꝉ〄ㄤ㉁Ꝉ㈒կ Management 侨䰘餴❡盗椚|DAM,DataAsset 錞腊够ծ⺫䭍䱽䒓ⵖ〄ㄤ䲿ծ⣘䪄侨遤研ㄤ⿺港⥌漛䜂剣餴Ⱒ❡侨涸研♧涸絆雦⚌够⸉ծ翟筛瘻⥂䫡ծծ倰❜呩➰ծㄤ고䲿湡넞ծ侨崨研玐餴ծ❡倰涸岁⟟ㄤ⧩玐կ䎸➢罜䱽ⵖծ Ⱆ㚖崨ꆀ|PublicTraffic Ⱆ⣘涸㚖➰崨餩ꆀ崨⛲ꆀ〭կ䎂〵崨ꆀ䭷䎂〵倰⚹ㅷ晥㉁㹻䲿 AARRR垷㘗|AARRRModel ⚺雿銳欽⺫✵䭍匹✫A翫c緸qu䎂is〵iti涸on欽䨪蜦欰》ㄐワծ劍Ac盗ti椚va倰tio岁n Ⰶ慨崞ծReծfeRrreatlen荈tio⠛n乄殆㶸❀⚡ծ♶Rずe꣌ve媯nuկe佐 ABM,AccountBase 湡叻㹐䨪蠒Ꝉ| Marketing 聊䎇䲀⸓鸑㹐鵂䨪♧涸❈餝⚡✈䚍假⻊玐䖄涸勻ⰻ烁㺂㹁鍘礵鴪ⲥ湡涸叻㹐䨪ぜ⽀鵳罜 雩濼ˊⰣ馰ˊ餝✈ˊ䘞霟| AIPL, Awareness-Interest–Purchase-Loyalty purchaseㄤ䘞霟loyaltyկ ⚺䭷媯銳欽欽䨪雩✵➢濼(歏ㅷaw㉁晥a䎂雩re〵濼neⵌ涸ss欽剒)ծ絊䨪Ⱓ鲮欰馰ㄐ⻊絑ワin⾎劍te鵂盗re涸椚st㔋倰⚡ծ꣌餝✈ Ꝉ㈒怩修|SalesFunnel 遤⚌ㄤ蠒Ꝉ垷䒭务霃用务ꢂ涸邂ꆀ䭷叻կ 䒊用㖈蠒ꝈㄤꝈ㈒⛓ꢂ涸鵂玐罌呍⡤禹⟄㹐㖈♶ず 猙㚖崨ꆀ|PrivateTraffic 猙欽㚖䨪崨餴ꆀ❡䭷կ⟱⚌ㅷ晥荈剣涸ծ〳䒓㾝⚡䚍⻊鵘蠒涸 02蠒Ꝉ侨䰘盗椚 䱇勉盗椚䎂〵| CMP,ConsentManagementPlatform 䱇GD勉P盗R䧴椚Ⱖ䎂➭〵侨研CMꥧP猙岁僽䖒⢪岁緸錞畀涸ծ䊨AⰨPP黽Ⱘ䗄⡤涸䊨 ⡲⠛⺫鷻䭍絛䲿♴爙康欽涸䨪䎛ずデ䠑ざծ⡲佐名꧋⠶ㄤկ盗椚⥌䜂䎇㼜侨研 㹐䨪侨䰘䎂〵| CDP,CustomerData Platform 蠒盗Ꝉ椚侨研㶸务⪰〵涸涸僽♧⚡猫➃魧⚺⼝銳⥌欽䜂✵侨ㅷ研晥⚹荈⚺կ剣欽䨪 㹐䨪⡤낉盗椚䎂〵| CEM,CustomerExperienceManagementPlatform 玐鵳遤⚡䚍⻊蠒Ꝉꂁ縨涸䊨Ⱘկ 蠒ꂁꝈざ侨⢪研欽务〵⟄♳䲿㽻⼮涸㹐䎾䨪欽⡤䊨낉Ⱘ⚹湡䖃叻䖃ㄤ聊研CD㹐P䨪假 侨䰘❜僒䎂〵| DataExchange Platform 杝䎛用デ涸⚺痦➢♲侨倰研侨⣘研䎾❜㉁僒䱹䎂「〵侨研ꤑ剪✫⸉涸DM〥P㢪㼆♧䱹猫䕎䒭䎾կ㉁㖈痦ㄤ♲꨽倰䎛侨研デ❜⚺僒䎂ⴔ〵ⵆ♳㼆侨侨研研⸈涸㺙⣘倰㖈侨⣘研 ⼐㔔ꂁ⚹涸中傞䎽⦫鸣偽䧭岁涸溏侨ⵌ研㼆屧倰ꪪ侨꡼研곿կ鼙⯝✫侨研⼐ꂁ傞 侨䰘务䗱|DataHub ♧㸐猫鸑佅鵂䭯鵶侨䱹研侨偽研綟涸崨欰⸓❡ㄤ罏侨ㄤ研侨屛研椚涸涸嶊卹餩匬罏垷勻䒭㹊梡 MDP,MarketingDataPlatform 蠒Ꝉ侨䰘务〵| 㹊CD梡P蠒DꝈa㖞ta兞La涸k侨e瘝研㢴务猫〵垷䒭⺫կ䭍✫DMP 侨䰘盗椚䎂〵| DMP,DataManagement Platform 蠒佞Ꝉ侨㶸研⪰务涸〵僽涸侨♧㶶猫侨研⚺⚹銳⚺欽կ✵侨㶶䎛デ涸䫏 ㉁⚌兰腊|BusinessIntelligence 鸑䧭鵂⚌〳⸉錠⣩⻊〳䊨靀Ⱘ䥡ㄤ涸侨㕃研邍䮔կ䱡㼜嵳ꆀ侨研皍⻊ 侨䰘廩|DataLake 㹁Ⱆ⟱⡙぀⚌僽ぐ⚡⟱猫䚍⚌侨⻊⚌研涸⸉彂⚌㽻⸉㖞꬗佅丒涸兞侨涸研♶䖃㣐〫䖃僽꧋歋蠒⟱䋑Ꝉ⚌⠔㖞涸侮兞剒ざ넞Ⰼ鵮⺫䭍䱹 彂㔔姼匬䒊鵂玐䖃䖃⟄䎃⚹傞ꢂ⽀⡙կ 곭研㼋㼆䱹湡ㄤ叻侨僽研䌐㢅⸔椚⟱㽻⚌꬗鵳꨽遤銳侨㢅㶶椚⻊㣐鲮ꆀ㘗㹁կⵖ⻊歋侨✵研㖈侨 侨䰘➩䎽|DataWarehouse 侨研勻彂✵㢪鿈䎇⚂䒓佞絛㢪鿈䎾欽⢪欽կ 侨䨾剣研碫➩㘗䎽侨僽研⚹佅⟱䭯⚌涸䨾䧶剣殜紩꧋ⵆざ涸կⱿ㸐瘻僽ⵖ⽀㹁⚡鵂侨玐研㶸䲿⪰⣘ⴀ⸉兰✵腊ⴔ涸區⟱䚍⚌盟デ䲿ㄤ⣘Ɀ䭷瘻㼋佅⚌䭯⸉湡崨涸玐罜佖⴯鵳䒊ծկ港⚹錠꨽傞銳ꢂ⚌ծ䧭⟣⡦劥侨ծ研餘ꆀず⟄傞⿺荈䱽魧ⵖ⛲կ♶侨꨽研銳➩䎽嶊劥餩魧䎇⟣♶⡦涸欰侨❡研 侨研Ⱏ❧կ 痦♧倰侨䰘| FirstPartyData,1st PartyData APP侨研瘝կ ㅷ侨晥研㖈荈䌢剣錞䎂⺫〵䭍ㄤCR崨M玐侨务研鸑緸鵂畀䪮ⴔ助區蜦侨》研涸「⠍ 痦♲倰侨䰘| ThirdPartyData,3rd PartyData ㅷ䧴晥罏➢⢪㢪欽鿈涸侨研⣘կ䎾㉁鸑鵂ざ岁䩛媯蜦》 ⚡➃魧⼝⥌䜂侨䰘| PII,PersonalIdentityInformation ⵆⵌ嶊餩罏涸⚡➃կ 「魧⠍⼝涸霆⚡〿➃ㄤ魧䩛⼝劼侨〿研瘝㶶⺫媯䭍✫鸑㨹鵂ぜ鵯ծ❈㖑侨㖧研ծ歏腊霢霋ծ | SecondPartyData,2nd 痦✳倰侨䰘| PartyData 侨研կ ㅷ⸉匬晥名䒊♶⠶✫僽ծⰖ⠍䎂〿〵鵳➢遤艗ⴔ雴❧鸑涸鵂遤侨佐研API倰⢾䒭㥵蜦ㅷ》晥涸㖈Ⱆ䗎⠍⥌〿⚌♳ 侨㶶侨䰘|DigitalData 遤⚹侨研瘝կ 㛇兰✵腊「䩛⠍劼⥌䜂OT絊T畮瘝涸霃ꬋ㢊㹊♳ぜ侨佐研꧋涸⺫「䭍⠍✫霋歏ⵆ腰ID 䒓佞侨䰘|OpenData 匹赈翫䊨緸Ⱘ♳蜦㶸》㖈涸⢾Ⱆ㥵䒓㣔⚂孞⯝侨餩研侨研倝ꢉㅷ侨晥研鸑瘝鵂կ昭 OpenID|OpenID OneIDOneID O䨪p叻en霋ID僽Ap䗎p⥌ID欽♶䨪ず㖈Ⱆⴭ⠍蜦〿》Aⵌpp涸IOD♴pe涸n㈔ID♧㽠欽♶ 研ざ䎂〵鵳遤㢴侨研彂涸叻ⲥ⻊ծ錞薴⻊ծ侨研翸 ♧⚡魧⼝霋ⵆ,ꅷ꧋ぐ⚡㚖涸侨研鸑鵂㣐侨 崞⸓կ ㅷ瘝⚌椚⸉㼆鸑韌鵂霋Oⵆn⿺e侨ID研⡤䩧禹鸑模䧭鍒㹐Ɀ䨪侨ծ研庈㷐麤䀙ծ❡䒊紩用Ⱒ䨾翫剣⡤O禹ne㛇ID✵㼆叻韌皊涸ծⰢ緸翫絞緸Ⱒ絞禹Ⱒㄤ禹濼霋䕎㕃䧭靶⟱㼆⚌O⸔n⸂e♳ID㽻㼆䎾韌欽鵳㖞遤兞絾ざ䕎歘⫸䧭⟱欰⚌䧭紩O鵘n蠒e錠ID㕃歘ծ⫸鵘叻皊蠒 翫齥㷖⛴|FederatedLearning ♧⥂猫ꥻ倝㣐Ⱓ侨涸研➃❜䊨䰃兰傞腊涸㛇⥌炄䜂䪮㸝助ⰌծⰦ⥂霃䫡雦絊湡畮叻侨僽研㖈ㄤ ⚡♸倰➃䧴侨㢴研雦ꥧ皾猙絕ծ挿⥂⛓霆ꢂざ䒓岁㾝ざ넞錞佪涸桧⵸涸䲿劼♴㐼㷖㖈⛴㢴կ⿬ ず〳欽✵宕⛉叻雵♧⚡欽䨪կ ꥧ猙雦皾|PrivacyComputing 助佅䭯㢴禹絡輑ざ涸ꥧ猙⥌䜂䜂⥂䫡կ 椚ꥧ猙ㄤ雦倰皾岁僽꬗Ⱘぢ⡤ꥧ僽猙䭷⥌䜂㢅Ⰼ椚欰錠ㄐ곸ワծ劍갉⥂곸䫡ծ涸㕃雦⫸皾ծ㕃傞䕎ծ㼆䨾俒覆㶶⿺ծ涸侨ꥧ⧩猙ծ⥌岌䜂㖈鵳緸遤絞䲽遤鶣⚹⥌䜂䏞崨ꆀ瘝ծ⥌霉䜂⟟剣ㄤ〡ꆀ輑⻊ざ霉瘝⟟乼叻⡲ⲥ涸ꥧ䕎猙䧭雦♧皾㤛椚痗雿〿⻊ծծ皾岁Ⱆ⿺䒭䎾欽䪮Ⱘ ⼢ぜ侨䰘|AnonymousData 欽✵蠒Ꝉ湡涸涸侨研կ ꛏ椚㼆蠒㖈Ꝉ♶鵂屧玐ꪪ务⚡佐➃꧋魧涸⼝侨餴研俱鵳ㄤ遤ꥧ䪮猙助涸膴䞔併ⲃ㢅♴ IMEI|IMEI 獴⸓鸑⥌霃㢊 㕂Eq꣢ui獴pm⸓e霃nt㢊Id霋enⵆti瀦tyInt欽er✵na霋tioⵆn嫦al♧M鿈ob杝ile用涸 㛇✵緸⽓涸㈔♧瀦|Mac# 蜦》Mac#涸倰岁կ 㛇遤✵AP緸P⼦SD涸K㈔港♧崵瀦涸傞鸑⦫鵂鿪絁〳♴⟄涸蜦兰》腊կ确告ꛏAㄤpp鵳le霃䋒㢊涸㖈10i.O0S晜7劥晜⛓劥た⛓た㾓誋㸝✫⼾䨾㖈剣2鸑0鵂19侨䎃㶶4䪮剢助Ⱆ 霃㢊ID|DeviceID ㄤ㸝⼾乼⡲禹絡霃㢊涸㸝⼾ID瘝կ 嶊䭍餩✫罏㛇獴✵⸓鸑霃雴㢊垷㗌䩛涸劼IMㄤEIծPaAdpp涸le㈔霃♧㢊涸IDID⺫FA 薜卓䎾欽䒓〄㉁叻霋瀦|IDFV 䎇歋霪䒓〄罏㖈⡹涸霃㢊♳Ⱏ❧䨾剣䎾欽կ 薜Ve卓nd䎾or欽䒓〄歋㉁䒓叻〄霋罏瀦ⴔꂁI絛de䨾nt剣ifi䎾er欽fo涸r去瀦 㹻䏭䨪㕃靶|HouseholdGraph ⚡㹻䏭䨪涸騗絊畮霃㢊涸Ⱒ翫կ HdeotuesremhionlidstGicra䧴p罏h(pHrHobGarbalpisht)ic僽倰䭷岁㛇䖤✵ⴀ涸♧ ID盗椚|IDManagement 鸑鵯鵂❈嫦⥌⚡䜂庈麤⢪鵶⛓䱹刿㹐剣䨪佪侨㖑研⿬♸䎇崞㖈⸓嫦涸⚡蠒梠Ꝉ蒜倰慨岁崞կ UnionID|UnionID 僽湱ず涸կ ㄤ㈔䗎♧⥌ID䒓㼆佞ず䎂♧〵⚡䋣餖〿〿絓♴㹁涸♶絛ず杝䎾用欽䨪Uⴔnꂁio涸nID CookieID 㛇✵緸곜崹錢㐼涸嶊餩罏霋ⵆ瀦| 㛇✵緸곜崹錢㐼涸「⠍霋ⵆ瀦կ 薜卓䎛デ叻霋瀦|IDFA 涸欽✵鷅驶欽䨪涸䎛デ叻霋瀦կ 薜Ad卓ve䎛rtデisi叻ng霋瀦,ApIpdlenⰖti぀fie⚹rFIOorS獴⸓霃㢊䲿⣘ 䒓佞⼢ぜ䎛デ叻霋痗|OAID 涸⵸䲿♴ぢ欽䨪䲿⣘⚡䚍⻊䎛デկ 䎛霋デ痗叻կ霋⢪痗欽OAOIDAI〳D㖈僽⥂♧䫡猫欽ꬋ䨪宕⚡⛉➃䚍侨霃研㢊ꥧ叻猙㸝Ⰼ 嶊餩罏㕃靶|IdentifyGraph 嶊餩罏涸騗絊畮霃㢊涸魧⼝霋ⵆկ IddeetnetrimfyinGirsatipch䧴(I罏DGprraopbha)b僽lis䭷tic㛇倰✵岁䖤ⴀ涸♧⚡ 嶊餩罏/㹐䨪歘⫸|Persona 鸑Wh鵂o侨-W研he叻n皊-Whe邍re鴪-W㼆h✵y-「W⠍ha5tW-H1oHw涸雩侨濼研叻皊 餩罏Ⱓ馰挿ㄤ〳腊ꅷ餝㉁ㅷկ ⚺馰銳㾩剣䚍⚙碫聊研㛇嶊炄餩㾩罏䚍涸遤⺫⚹䭍侨䎃研륁䚍勻ⵆⴼ㖑倗㚖鵛瘝劍涸Ⱓ嶊 侨䰘䩧鸑|DataOnboarding 䔲罏ㅷ涸晥侨䱍研䳣侮✫ざ㢴猫Da侨ta研O彂nb傞oard꨽in銳g㼜暵ず䭷♧⟄嶊䩛餩劼〿 ⚹研霋鵳ⵆ遤呍䩧䗱鸑涸կPII侨研ㄤ⟄霃㢊ID⚹霋ⵆ涸侨㶶侨 侨䰘屛椚|DataGovernance 㼆鸑侨研կㅷ䒗晥䌢佐侨꧋研涸⿡⾲ꤑ映瘝侨㢅椚研た鵳遤䕎叻䧭ⲥ⻊䎁ⲙID〳䩧欽涸 濼霋㕃靶|KnowledgeGraph ⛲僽欽鄄鸑✵獦鵂邍⚹叻鴪㕃皊侨侨勻研研䲽ㄤ䎽鶣侨研㼆✵♶⛓ず「ꢂ✵⠍涸⠛涸Ⱒ雩絡翫濼Ⱒ涸侨禹研濼կ䎽霋⢾倰㕃㥵䒭靶刿㢴❜ 㢴涸撑勇Ⱒ禹կ 蠒ⰣꝈ馰瘝⠛կ絡罜侨濼研霋䎽㕃靶〳䲽⟄鶣鸑涸鵂僽叻磋皊⚏雵-䔶緸磋紤⚏⛓涸ꢂ䎃㢴륁㼆 ETL,Extraction- 侨䰘䬄》ծ鲮䰃ㄤ⸈鲿| Transformation-Loading 䲽鶣㼜侨研➢勻彂畮絑鵂䬄》extractծ鲮䰃 薉俒Extract-Transfo