在當今競爭激烈的市場環境中，品牌行銷面臨著前所未有的挑戰。然而，答案可能就藏在我們最熟悉的地方——零售業。本文將探討零售業的顧客終身價值（CLV）模型如何為品牌行銷帶來革命性的變化，以及它對發展零售媒體網路（RMN）的重要意義。

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本文討論了零售媒體網路（RMN）在數位行銷領域的影響，並闡述了零售數據不僅為品牌提供了新的受眾包，更有助於深入理解消費者行為，並提供更具戰略性的行銷和通路決策。文章進一步以日本全家便利商店的技術公司Data One為例，分析其如何利用零售數據進行精準廣告投放和分析。

零售媒體聯播網（RMN）正在迅速改變品牌與消費者互動的方式。不論RMN最終會發展到3.0還是5.0階段，其核心價值始終圍繞三個關鍵點：1. 深度洞察消費者行為的需求 2. 實現個人化內容投遞的渴望 3. 對宏觀策略面的分析與建議。這些需求驅動著RMN的進化，也反映了當代行銷面臨的挑戰與機遇。

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零售媒體的興起為廣告投放帶來了新的可能。基於真實消費數據的精準分析與應用，讓我們能夠更有效地觸達目標受眾，提升廣告成效。透過數據分析與策略調整的交叉運用，可以在激烈的市場競爭中有更多武器來應付挑戰。

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5月21日，全球行銷專家齊聚Google Marketing Live 2024，這次活動的焦點，毫無疑問，是人工智慧（AI）。整場活動充滿了關於AI的討論，涵蓋了Google Ads和搜尋產品。透過多位演講者和令人驚嘆的展示，探討了這些AI功能如何幫助行銷專家應對快速變化的消費者需求和偏好。

Walmart Connect的案例揭示了Retail Media可以為品牌提供更精準的受眾鎖定，有效提升投放ROI。接著，Fashionista的案例展示了Retail Media可以幫助品牌進行完整的成效衡量與銷售歸因。最後，TNL Mediagene與91APP的合作案例反…

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在第三方Cookie即將退場的背景下，Amazon正積極強化其RMN廣告工具，擴大與出版商的合作,讓品牌能在Amazon生態圈內外更精準地鎖定目標受眾、衡量廣告成效。這些舉措不僅幫助品牌優化廣告投資，也讓Amazon在高度競爭的數位廣告市場中具備更強的優勢與吸引力。

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