June 2021
Beginner to intermediate
260 pages
4h 2m
Korean
Content preview from 린 AI : 사용자 유치, 그로스 마케팅, 성장 전략 수립에 인공지능 활용하기
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8
장
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광고 퍼포먼스
113
광고 퍼포먼스
CHAPTER
8
고객을 확보하고 유지하는 가장 좋은 방법은 적절한 고객에게 적절한 채널을 통
해 적절한 시간에 정확한 광고 메시지를 전달하는 것이다.
인공지능은 데이터를 영리하게 사용해 광고 퍼포먼스를 완전히 새로운 차원으로
최적화한다. 광고 마케팅은 사용자 여정의 각 단계에서 마케팅 퍼널을 통해 타깃
고객에게 핵심 메시지를 전달하는 방법이다. 인공지능은 다양한 광고 소재에 접
근해 알고리즘을 훈련하고 타깃 고객에게서 원하는 반응을 이끌어낼 수 있도록
특정 사용자 세그먼트에게 노출하기 알맞은 광고를 찾도록 돕는다. 다양한 광고
자산
creative
asset
을 가질수록 인공지능이 학습하고 최적화할 기회도 많아진다. 이번
장에서는 광고가 인공지능의 일부분으로 어떻게 활용되고 측정되는지 설명한다.
광고 자산의 중요성
광고는 캠페인 퍼포먼스에 가장 큰 영향을 주는 요소다. 가능한 한 많은 위치에
개인화된 광고를 노출하려면 다양한 광고를 운용하는 것이 좋다. 많은 클릭을 유
도할 수 있는 광고라면, 더 적은 돈으로도 주요 광고 플랫폼에서 타깃 고객에게
광고를 노출하고 깊은 인상을 남길 수 있다. 클릭률이 높다는 것은 당신의 광고와
타기팅이 긍정적인 사용자 경험을 만들고 있으며 올바른 방향으로 나아가고 있다
는 좋은 ‘신호’이다. ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.