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Greylock Presents: The Intelligent Marketer
2025/6/24
Greymatter
E
Eric Sufert
M
Mike DeBow
R
Rishabh Jain
Eric Sufert: ATT之后，营销测量发生了根本性变化。虽然最初人们认为隐私限制会不断加强，但现在看来情况并非如此，谷歌在cookie政策上有所退让。即使隐私限制有所放松，转向概率测量仍然是有益的，而且应该更早地采用。我认为每个人都是赢家，因为更好的测量方式让广告商可以增加投资，即使只在Meta的平台上投放广告，也需要概率测量来支持Advantage Plus。
Mike DeBow: ATT实施后，营销人员面临的最大挑战是直接归因模型失效，他们转而测试增量提升和构建概率方法。现在采用这种转变的程度如何？哪些领域适应得更快，哪些领域适应得更慢？
Deep Dive
This chapter explores the significant changes in marketing measurement following Apple's ATT update. It discusses the shift from deterministic to probabilistic measurement, highlighting its benefits and the industry's adaptation.
- Shift from deterministic to probabilistic measurement.
- The "privacy shuffle" and potential end of major platform privacy changes.
- Probabilistic measurement is beneficial and productive, even without privacy restrictions.
Shownotes Transcript