{"id":4043,"date":"2024-01-22T16:00:00","date_gmt":"2024-01-22T07:00:00","guid":{"rendered":"https:\/\/batcrew.co.kr\/?p=4043"},"modified":"2026-03-06T15:11:01","modified_gmt":"2026-03-06T06:11:01","slug":"easy-mmm","status":"publish","type":"post","link":"https:\/\/batcrew.co.kr\/ko\/easy-mmm\/","title":{"rendered":"\ub204\uad6c\ub098 \uc27d\uac8c\ud560 \uc218 \uc788\ub294 MMM \ubd84\uc11d"},"content":{"rendered":"\n

\ud83d\udcd6 \uc77d\ub294 \uc2dc\uac04: \uc57d 8\ubd84<\/p>\n\n\n\n

MMM \uc774\ub780?<\/strong><\/h2>\n\n\n\n

\u2018Marketing Mix Modeling(\uc774\ud558 MMM)\u2019\uc740 \uad11\uace0\uc758 \uc131\uacfc\ub97c \uce21\uc815\ud560 \uc218 \uc788\ub294 \uc624\ub798\ub41c \ubd84\uc11d\uae30\ubc95\uc785\ub2c8\ub2e4. \ucd5c\uadfc \ub4e4\uc5b4 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\uac00 \ub514\uc9c0\ud138 \uad11\uace0\uacc4\uc758 \uc8fc\uc694 \uc774\uc288\ub85c \ub5a0\uc624\ub974\uba70\u2019 MMM \ubd84\uc11d\u2019\ub3c4 \ub369\ub2ec\uc544 \uc8fc\ubaa9\uc744 \ubc1b\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uad11\uace0\uc758 \uc804\ud658 \ub370\uc774\ud130 \uc5c6\uc774 \ud68c\uadc0\ubd84\uc11d\uc73c\ub85c \uad11\uace0 \uc131\uacfc\ub97c \uc5b4\ub290 \uc815\ub3c4 \uc608\uce21\ud560 \uc218 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\u2018BAT\u2019\ub294 2022\ub144 \ubd80\ud130 \u2018Meta\u2019\uc640 \uc81c\ud734\ud558\uc5ec, \uc624\ud508 \uc18c\uc2a4 \ub77c\uc774\ube0c\ub7ec\ub9ac \u2018Robyn\u2019\uc744 \ud65c\uc6a9\ud55c \u2018MMM \ubd84\uc11d\u2019\uc744 \uc218\ud589\ud574\uc654\uc2b5\ub2c8\ub2e4. \u2018Robyn\u2019\uc740 \ubcf5\uc7a1\ud55c \uba38\uc2e0\ub7ec\ub2dd\uc5d0 \ud544\uc694\ud55c \ub370\uc774\ud130\ub97c \ubbf8\ub9ac \uc81c\uacf5\ud560 \ubfd0\ub9cc \uc544\ub2c8\ub77c, \ubd84\uc11d\uacb0\uacfc\ub97c \ud65c\uc6a9\ud55c \u2018\uc608\uc0b0 \uc7ac\ubd84\ubc30\u2019\uae4c\uc9c0 \uc81c\uc548\ud560 \uc218 \uc788\ub294 \ud6cc\ub96d\ud55c \ub3c4\uad6c\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud2b9\ud788 \ub370\uc774\ud130\uc5d0 \uc790\uc8fc \uc0ac\uc6a9\ub418\ub294 \ud504\ub85c\uadf8\ub798\ubc0d \uc5b8\uc5b4 \u2018R\u2019\uc744 \uacbd\ud5d8\ud55c \ub370\uc774\ud130 \ubd84\uc11d\uac00\ub4e4\uc5d0\uac8c\ub294 \uc9c4\uc785\uc7a5\ubcbd\uc774 \ub0ae\uc740 \ud3b8\ub9ac\ud55c \ub3c4\uad6c\uc785\ub2c8\ub2e4. \ub098\uc544\uac00 \ubd84\uc11d\uac00\uac00 \uc544\ub2c8\uace0, \u2018R\u2019\uc744 \ucc98\uc74c \uc811\ud55c\ub2e4\uace0 \ud574\ub3c4 \ud558\ub8e8 \uc815\ub3c4\uc758 \uc6cc\ud06c\uc0f5\uc744 \ud1b5\ud574 \uc5b4\ub835\uc9c0 \uc54a\uac8c \uc0ac\uc6a9\ud560 \uc218 \uc788\uc744\ub9cc\ud07c \uc798 \ub9cc\ub4e4\uc5b4\uc838 \uc788\uc2b5\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \u201c\uc778\uac04\uc758 \uc695\uc2ec\uc740 \ub05d\uc774 \uc5c6\ub2e4\u201d\uace0\u2026 \uc5b4\ub835\uc9c0 \uc54a\uc740 \uac83\uacfc \uc26c\uc6b4 \uac83\uc740 \ub2e4\ub985\ub2c8\ub2e4. 1\ub144 \ub118\uac8c \u2018MMM \ubd84\uc11d\u2019\uc744 \uc9c0\uc6d0\ud558\uba74\uc11c \ub370\uc774\ud130 \uc5d4\uc9c0\ub2c8\uc5b4\ub9c1 \ud300\uacfc \uc2e4\ubb34\uc790(AE)\ub4e4\uc740 \uba87 \uac00\uc9c0 \ubd88\ud3b8\ud568\uc744 \ub290\uaf08\uc2b5\ub2c8\ub2e4. \uc774\ubc88 \uae00\uc5d0\uc11c\ub294 \uc6b0\ub9ac\uac00 \uc5b4\ub5a4 \ubd88\ud3b8\ud568\uc744 \ub290\uaf08\uace0, \uc774\ub97c \ud574\uacb0\ud558\uae30 \uc704\ud55c \uc194\ub8e8\uc158\uc774 \ub9cc\ub4e4\uc5b4\uc9c0\ub294 \uacfc\uc815\uc744 \uacf5\uc720\ud558\uace0\uc790 \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

<\/div>\n\n\n\n

\ubb38\uc81c\uc778\uc2dd<\/strong><\/h2>\n\n\n\n

\u2018Robyn\u2019\uc740 \uc27d\uac8c \uc0ac\uc6a9\ud560 \uc218 \uc788\ub3c4\ub85d \uac1c\ubc1c\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uc544\ub798\uc758 \uc774\ubbf8\uc9c0\ucc98\ub7fc \uc0dd\uae34 \uc218\ubc31 \ud589\uc758 \ud14d\uc2a4\ud2b8 \ubb49\uce58\ub97c \ucc98\uc74c \ubcf4\ub294 \uc0ac\ub78c\uc774\ub77c\uba74 \ub9d0\ub3c4 \uc548 \ub41c\ub2e4\uace0 \uc0dd\uac01\ud558\uaca0\uc9c0\ub9cc\u2026 \uc815\ub9d0 \uc27d\uac8c \uc0ac\uc6a9\ud560 \uc218 \uc788\ub294 \ub77c\uc774\ube0c\ub7ec\ub9ac\uc784\uc5d0\ub294 \ud2c0\ub9bc\uc5c6\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\ubd84\uc11d\uc744 \uc704\ud574 \uc0ac\uc804\uc5d0 \uc815\uc758\ub41c \ud30c\ub77c\uba54\ud130\ub97c \uc870\uc815\ud558\uac70\ub098, \uc804\ucc98\ub9ac\ub41c \ub370\uc774\ud130\ub9cc \uc788\uc73c\uba74 \ub204\uad6c\ub77c\ub3c4 \u2018Robyn\u2019\uc73c\ub85c \u2018MMM \ubd84\uc11d\u2019\uc744 \ud574\ubcfc \uc218 \uc788\uc744 \uc815\ub3c4\ub2c8\uae4c\uc694. \u2018Robyn\u2019\uc774 \uc774\ucc98\ub7fc \uc0ac\uc6a9\ud558\uae30 \uc27d\uac8c \uc124\uacc4\ub41c \uc774\uc720\ub294 \ub370\uc774\ud130 \ubd84\uc11d\uac00\uac00 \uc544\ub2cc \uc2e4\ubb34\uc790\ub4e4\uc774 \uc5b4\ub835\uc9c0 \uc54a\uac8c \u2018MMM \ubd84\uc11d\u2019\uc744 \ud560 \uc218 \uc788\ub3c4\ub85d \ud558\uae30 \uc704\ud568\uc785\ub2c8\ub2e4. \u201c\uc65c \uad73\uc774 \uc2e4\ubb34\uc790\uac00 \u2018MMM \ubd84\uc11d\u2019\uc744 \ud574\uc57c \ud558\ub294\uac00?\u201d\uc5d0 \ub300\ud55c \uc774\uc720\ub294 \ud504\ub85c\uc81d\ud2b8\ub97c 1\ubc88\ub9cc \uc218\ud589\ud574\ubd10\ub3c4 \ubc14\ub85c \uae68\ub2eb\uac8c \ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

“\uc544, MMM\ubd84\uc11d\uc740 \uc2e4\ubb34\uc790\uac00 \ud574\uc57c\ud558\ub294\uad6c\ub098”<\/strong><\/h4>\n\n\n\n

MMM\uc740 \uc6b0\ub9ac\uc5d0\uac8c \uc608\uc0b0 \uc7ac\ubd84\ubc30\uc640 \uac19\uc740 \uc778\uc0ac\uc774\ud2b8\ub97c \ud55c \ubc88\uc5d0 \uc81c\uacf5\ud574\uc8fc\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uc911\uac04 \ub2e8\uacc4\uc5d0\uc11c \uad11\uace0\uc758 \u201c\ud604\uc7ac \uc0c1\ud669\uacfc \uac00\uc7a5 \uc720\uc0ac\ud55c \uacb0\uacfc\ubb3c\u201d\uc744 \uace8\ub77c\uc918\uc57c \ud558\ub294\ub370\uc694. \uc774\ub97c \uc704\ud574\uc11c\ub294 \uc2e4\uc81c \uad11\uace0\uac00 \uc5b4\ub5bb\uac8c \ub3cc\uc544\uac00\uace0 \uc788\ub294\uc9c0 \uc815\ud655\ud558\uac8c \uc774\ud574\ud558\uace0 \uc788\ub294 \uc2e4\ubb34\uc790\uc758 \ub3c4\uc6c0\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \uccab \ubc88\uc9f8 \ubd84\uc11d \ud6c4 Robyn\uc740 5\uac1c \uc815\ub3c4\uc758 \uc138\ud2b8\ub97c \uc81c\uacf5\ud574\uc90d\ub2c8\ub2e4. (\uc6d0\ud558\ub294 \ub9cc\ud07c \uc81c\uacf5\ud560 \uc218 \uc788\uc9c0\ub9cc, \ud6a8\uc728\uc131\uc744 \uace0\ub824\ud55c \uc801\uc808\ud55c \uac1c\uc218\uc785\ub2c8\ub2e4.) \uc774 \uacb0\uacfc\uc138\ud2b8\ub294 \ucc44\ub110\uc758 \uc601\ud5a5\ub825, \ub9e4\ub825\ub3c4 \uac10\uc1e0\uc728, \uc815\ud655\ub3c4 \ub4f1 \uc5ec\ub7ec \uac00\uc9c0 \uc815\ubcf4\ub85c \uad6c\uc131\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\uc6b0\ub9ac\ub294 \uc2e4\ubb34\uc790\ub4e4\uacfc \uc758\ub17c\ud558\uba70, \uc815\ud655\ub3c4\ub3c4 \ub192\uace0 \uc2e4\uc81c \ud604\ud669\uacfc\ub3c4 \uc720\uc0ac\ud55c \uc138\ud2b8\ub97c \uace8\ub77c\uc57c \ud569\ub2c8\ub2e4. \uadf8\ub7f0\ub370 \uc774 \uacfc\uc815\uc774 \uc27d\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uc2dc\uac04\uc744 \ub0b4\uc5b4 \ud568\uaed8 \ub370\uc774\ud130\ub97c \ub4e4\uc5ec\ub2e4\ubd10\uc57c \ud558\uace0, \ub610 \u2018MMM \ubd84\uc11d’\uc774 \ucc98\uc74c\uc778 \uc2e4\ubb34\uc790\ub77c\uba74 \uc624\ub7ab\ub3d9\uc548 \uc549\uc544\uc11c \uc124\uba85\uc744 \ud574\uc57c \ud569\ub2c8\ub2e4. \uc774\ub807\uac8c \ud574\uc11c \uc801\uc808\ud55c \uc138\ud2b8\uac00 \uc5bb\uc5b4\uc9c4\ub2e4\uba74 \ub2e4\ud589\uc785\ub2c8\ub2e4\ub9cc, \uadf8\ub807\uc9c0 \uc54a\ub2e4\uba74 \ub2e4\uc2dc \ubd84\uc11d\uc744 \ud574\uc57c\ud569\ub2c8\ub2e4.  \uc774 \uacfc\uc815\uc5d0\uc11c \ubd84\uc11d\uac00\ub294 \uc2e4\ubb34\uc790\uc5d0\uac8c \ub9e4\ubc88 \uc911\uac04 \uacb0\uacfc\ubb3c\uc744 \ubcf4\uc5ec\uc8fc\uba74\uc11c \uc801\ud569\ud55c \uc138\ud2b8\ub97c \uace8\ub77c\uc57c \ud569\ub2c8\ub2e4. \ucd5c\uc545\uc758 \uacbd\uc6b0 \uc804\ucc98\ub9ac\ud560 \ub370\uc774\ud130\ub97c \uc190\ubd10\uc57c \ud560 \uc218\ub3c4 \uc788\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

\uadf8\ub798\uc11c \uc5b4\ub5a4 \ud504\ub85c\uc81d\ud2b8\ub294 \ud558\ub8e8 \uc774\ud2c0 \ub9cc\uc5d0 \uc6d0\ud558\ub294 \uacb0\uacfc\ubb3c\uc744 \uc81c\uacf5\ud560 \uc218 \uc788\ub294 \ubc18\uba74\uc5d0 \uc5b4\ub5a4 \ud504\ub85c\uc81d\ud2b8\ub294 \uae38\uac8c\ub294 2\uc8fc\uc529\uc774\ub098 \uac78\ub9ac\uae30\ub3c4 \ud569\ub2c8\ub2e4. \uc774\ub7f0 \uacbd\ud5d8\uc744 \ud55c \ubc88 \ud574\ubcf4\uace0 \ub098\uba74 \uae68\ub2eb\ub294 \uac83\uc774\uc8e0. \u201c\uc544, MMM \ubd84\uc11d\uc740 \uc2e4\ubb34\uc790\uac00 \ud574\uc57c \ud558\ub294\uad6c\ub098\u201d<\/strong> \uadf8\ub7f0\ub370 \uc5ed\uc2dc \uc0c8\ub85c\uc6b4 \uc9c0\uc2dd\uc744 \uc2b5\ub4dd\ud558\ub294 \uc77c\uc774 \ubaa8\ub450\uc5d0\uac8c \uc26c\uc6b4 \uac83\uc740 \uc544\ub2d9\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \ud68c\uc0ac\uc5d0\ub294 \uc774\ub97c \ub3c4\uc640\uc904 \uc0ac\ub78c\ub4e4\uc774 \uc788\uc2b5\ub2c8\ub2e4. \u2018\uadf8\ub85c\uc2a4 \uc5d4\uc9c0\ub2c8\uc5b4\ub9c1\ud300\u2019 \ucc98\ub7fc\uc694.<\/p>\n\n\n\n

<\/div>\n\n\n\n

\ubd84\uc11d\ud560 \ub370\uc774\ud130\ub294 \uc0b0\ub354\ubbf8<\/strong><\/h2>\n\n\n\n

\ub370\uc774\ud130 \ubd84\uc11d\uac00\ub4e4\ub3c4 \ud37c\ud3ec\uba3c\uc2a4 \ub9c8\ucf00\ud305 \uacbd\ud5d8\uc774 \uc788\ub294\uc9c0\ub77c, \ubd84\uc11d\uc744 \uba87 \ubc88 \ud558\ub2e4 \ubcf4\uba74, \uc804\ubc18\uc801\uc778 \uc0c1\ud669\uc5d0 \ub300\ud574 \uc774\ud574\ud558\uac8c \ub429\ub2c8\ub2e4. \uc2e4\ubb34\uc790\ub4e4\uacfc \uc801\uadf9\uc801\uc73c\ub85c \uc758\uacac\uc744 \uc8fc\uace0\ubc1b\ub2e4 \ubcf4\ub2c8 \uc774\ud574\ub3c4\uac00 \ub192\uc544\uc9c0\uae30\ub3c4 \ud558\uace0\uc694. \uadf8\ub798\uc11c \ub098\uc911\uc5d0\ub294 \uc758\uacac \uacf5\uc720\uc5d0 \uc9c4\ub540 \ube84 \uc77c \uc5c6\uc774 \uc5b4\ub290 \uc815\ub3c4\ub294 \ub370\uc774\ud130 \ubd84\uc11d\uac00\uc758 \uc8fc\uad00\ub300\ub85c \ub370\uc774\ud130 \uc138\ud2b8\ub97c \uace0\ub97c \uc218\ub3c4 \uc788\uac8c \ub418\uc9c0\ub9cc, \ubb38\uc81c\ub294 \uc5ec\uae30\uc11c \uc2dc\uc791\ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

BAT\uc5d0\ub294 \uc218\ub9ce\uc740 \ud504\ub85c\uc81d\ud2b8\ub4e4\uc774 \uc18d\ub3c4\uac10 \uc788\uac8c \uc6b4\uc601\ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc18d\ub3c4\uac10\uc774\ub77c\ub294 \ud45c\ud604\uc774 \uc801\uc808\ud560\uc9c0 \ubaa8\ub974\uaca0\uc9c0\ub9cc, \uc9c0\uc6d0 \ubd80\uc11c\uc758 \uc785\uc7a5\uc5d0\uc11c \uc774\ub4e4\uc744 \ubc14\ub77c\ubcf4\uace0 \uc788\uc73c\uba74 \ud5d8\ub85c\uc5d0 \uae54\ub9b0 \ucca0\ub3c4\ub97c \ub530\ub77c \ub2ec\ub9ac\ub294 \ubc15\ub825 \ub118\uce58\ub294 \uc99d\uae30\uae30\uad00\ucc28 \uac19\uc740\ub290\ub08c\uc774 \ub4e4\uac70\ub4e0\uc694. \ubcf8\ub860\uc73c\ub85c \ub2e4\uc2dc \ub3cc\uc544\uc624\uc790\uba74, \uc774\ub807\uac8c \uc5ed\ub3d9\uc801\uc73c\ub85c \uc9c4\ud589\ub418\ub294 \ub2e4\uc218\uc758 \ud504\ub85c\uc81d\ud2b8\ub97c \uc18c\uc218\uc758 \uc9c0\uc6d0 \ubd80\uc11c\uac00 \uac10\ub2f9\ud558\uae30\uc5d0\ub294 \ud55c\uacc4\uac00 \uc788\ub2e4\ub294 \uc774\uc57c\uae30\ub97c \ud558\uace0 \uc2f6\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\u2018R-studio\u2019\ub97c \ud65c\uc6a9\ud55c \ubd84\uc11d\uc740 \uc5ec\ub7ec \ud504\ub85c\uc81d\ud2b8\ub97c \ub3d9\uc2dc\uc5d0 \ubd84\uc11d\ud558\uae30\uc5d0\ub294 \uc801\ud569\ud558\uc9c0 \uc54a\uc744\ubfd0\ub354\ub7ec \ub85c\uceec \ud658\uacbd\uc5d0\uc11c \ub3d9\uc791\ud558\uae30\uc5d0 \ub9e4\ubc88 \ub2f4\ub2f9\uc790\uac00 \uc2e4\ud589 \uacb0\uacfc\ub97c \ud30c\uc545\ud558\uace0 \uad00\ub9ac\ud574\uc57c \ud55c\ub2e4\ub294 \ubd88\ud3b8\ud568\uc774 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc774 \ubb38\uc81c\ub294 \u201c\uc5ec\ub7ec \ud504\ub85c\uc81d\ud2b8\uc5d0 \ub300\ud55c \uc808\ucc28\uc801 \ud639\uc740 \ub3d9\uc2dc \ubd84\uc11d \ud544\uc694”, \u201c\uc2e4\ubb34\uc9c4 \ubc0f \ubd84\uc11d \ub2f4\ub2f9\uc790\uc758 \ud3b8\uc758\uc131 \ubd80\uc871”\uc73c\ub85c \uc694\uc57d\ub429\ub2c8\ub2e4. \uadf8\ub9ac\uace0 \uc774\ub97c \ud574\uacb0\ud558\ub294 \ub2e8 \ud558\ub098\uc758 \ubc29\ubc95\uc740 \u201c\uc194\ub8e8\uc158\u201d\uac1c\ubc1c\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u2018BAT\u2019\uc5d0\ub294 \ub2e4\ud589\ud788 \ubaa8\ub4e0 \uad11\uace0 \ub370\uc774\ud130\ub97c \uc801\uc7ac\ud560 \uc218 \uc788\ub294 \ub370\uc774\ud130 \uc6e8\uc5b4\ud558\uc6b0\uc2a4 \u2018AEer\u2019\uac00 \uc788\uc2b5\ub2c8\ub2e4. \ucda9\ubd84\ud55c \ub370\uc774\ud130\uc640 \uc774\ub97c \uc801\uc7ac\ud560 \uc218 \uc788\ub294 \uacf5\uac04 \ub4f1 \uc194\ub8e8\uc158 \uac1c\ubc1c\uc5d0 \ud544\uc694\ud55c \uc5ec\uac74\uc740 \uac16\ucdb0\uc838 \uc788\ub294 \uc148\uc785\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \ud504\ub85c\uadf8\ub798\uba38\ub4e4\uc774 \u2018MMM \ubd84\uc11d\u2019\uc5d0 \ub300\ud55c \uc774\ud574\ud560 \uc2dc\uac04\uc774 \uc870\uae08 \ud544\uc694\ud588\uc2b5\ub2c8\ub2e4. \u2018Robyn\u2019\uc740 \uac00\uc774\ub4dc \ubb38\uc11c\uac00 \ub9e4\uc6b0 \uc798 \ub9cc\ub4e4\uc5b4\uc838 \uc788\uc5b4\uc11c \ubd84\uc11d\uac00\uac00 \uc544\ub2c8\uc5b4\ub3c4, \uba70\uce60\ub9cc \uacf5\ub4e4\uc5ec\uc11c \ubb38\uc11c\ub97c \ubcf4\uace0 \ubd84\uc11d\uc744 \ud574\ubcf4\uba74 \uc27d\uac8c \uc774\ud574\ud560 \uc218 \uc788\uc5b4\uc11c \ub9ce\uc740 \ub3c4\uc6c0\uc774 \ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\uadf8\ub85c\uc2a4 \uc5d4\uc9c4\uc774\uc5b4\ub9c1\ud300\uc5d0\uc11c \uac1c\ubc1c\ud55c \u2018MMM \ubd84\uc11d \uc11c\ube44\uc2a4\u2019\ub294 \uc2e4\uc81c \ubd84\uc11d \ubc29\uc2dd\uacfc \ub3d9\uc77c\ud55c \ud504\ub85c\uc138\uc2a4\ub85c \ub3d9\uc791\ud569\ub2c8\ub2e4. \ub370\uc774\ud130 \uc6e8\uc5b4\ud558\uc6b0\uc2a4\uc5d0 \uc801\uc7ac\ub41c \ub370\uc774\ud130\ub294 \uc5b8\uc81c\ub4e0 \u2018MMM \ubd84\uc11d\u2019\uc744 \uc704\ud574 \uc804\ucc98\ub9ac\ub420 \uc900\ube44\uac00 \ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4. \uc2e4\ubb34\uc790\ub4e4\uc740 \uc6d0\ud558\ub294 \ud504\ub85c\uc81d\ud2b8\ub97c \uace8\ub77c\uc11c \ubd84\uc11d \ubc94\uc704\uc640  KPI\ub9cc \uc120\ud0dd\ud574 \uc8fc\uba74 \ub429\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc0ac\uc2e4 \ubd84\uc11d\uc5d0\ub294 \ub2e4\uc591\ud55c \u2018Hyper parameter\u2019\ub97c \uc870\uc791\ud558\ub294 \uc791\uc5c5\uc774 \ud544\uc694\ud55c\ub370\uc694. \u2018Robyn\u2019\uc5d0\uc11c \uc81c\uc548\ud558\ub294 \ud3c9\uade0\uac12\uc740 \uc788\uc9c0\ub9cc, \ud3c9\uade0\uac12\uc774 \ubaa8\ub4e0 \uc0c1\ud669\uc5d0\uc11c \uc88b\uc740 \ubd84\uc11d \uacb0\uacfc\ub97c \uc81c\uacf5\ud558\uc9c0\ub294 \uc54a\uc2b5\ub2c8\ub2e4. \ud3c9\uade0\uac12\uc744 \ud3ec\ud568\ud574\uc11c \ub354 \ub113\uc740 \ubc94\uc704\uc758 \u2018Hyper parameter\u2019\ub97c \uc801\uc6a9\ud574\uc11c \ubd84\uc11d\ud574 \ubcf4\uba74 \uc5b4\ub5a8\uae4c\uc694? \ubd84\uc11d\ud560 \ub370\uc774\ud130 \uc138\ud2b8\ub294 \ub9ce\uc544\uc9c0\uc9c0\ub9cc, \uc774 \uc911\uc5d0 \uc880 \ub354 \uc815\ud655\ud55c \ubd84\uc11d \uacb0\uacfc\uac00 \ub098\ud0c0\ub0a0 \uac00\ub2a5\uc131\ub3c4 \ub192\uc544\uc9c8 \uac83\uc785\ub2c8\ub2e4. \u2018MMM \ubd84\uc11d \uc11c\ube44\uc2a4’\ub294 \uc2a4\ucf00\uc904\ub7ec\uc5d0 \uc758\ud574 \ub3d9\uc791\ud558\uae30\uc5d0 \ub9ce\uc740 \uc591\uc758 \ub370\uc774\ud130 \ubd84\uc11d\uc744 \uc218\ud589\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ubb3c\ub860  \uc2e4\ubb34\uc9c4\ub4e4\uc774 \uc774\ub7ec\ud55c \uc124\uc815\uae4c\uc9c0 \uc774\ud574\ud560 \ud544\uc694\ub294 \uc804\ud600 \uc5c6\uc2b5\ub2c8\ub2e4. KPI\uc640 \uac19\uc774 \uae30\ubcf8\uc801\uc778 \ud56d\ubaa9\ub9cc \uc124\uc815\ud558\uba74, \ub098\uba38\uc9c0\ub294 \ubd84\uc11d \ud504\ub85c\uc138\uc2a4\uc5d0\uc11c \uc54c\uc544\uc11c \ucc98\ub9ac\ud558\ub294 \ubc29\uc2dd\uc785\ub2c8\ub2e4. \ub300\uc2e0 \ud14c\uc2a4\ud2b8\ub97c \uc704\ud574 \ub2e4\uc591\ud55c \u2018Parameter\u2019\ub85c \ubd84\uc11d\ud558\ubbc0\ub85c, \ub9ce\uc740 \ubd84\uc11d \uacb0\uacfc\uac00 \ucd9c\ub825\ub429\ub2c8\ub2e4. \uace8\ub77c\ub0b4\ub294 \ub370\uc5d0 \uc2dc\uac04\uc774 \uac78\ub9ac\uc9c0\ub9cc \ubaa8\uc790\ub780 \uac83\ubcf4\ub2e4\ub294 \ub0ab\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ubd84\uc11d\uac00 \uc785\uc7a5\uc5d0\uc11c\ub3c4 \ub9ce\uc774 \ud3b8\ud574\uc84c\uc2b5\ub2c8\ub2e4. \uc544\uc9c1 \ubaa8\ub4e0 \uc2e4\ubb34\uc9c4\ub4e4\uc774 \uc775\uc219\ud558\uac8c \uc0ac\uc6a9\ud560 \ub9cc\ud07c \uc548\ucc29\ud558\uc9c0 \uc54a\uc558\uae30\uc5d0 \uc5ec\uc804\ud788 \ubd84\uc11d\uac00\ub4e4\uc758 \uc9c0\uc6d0\uc774 \ud544\uc694\ud55c\ub370\uc694. \ubd84\uc11d\uac00\ub4e4 \uc785\uc7a5\uc5d0\uc11c\ub294 \ub9ce\uc740 \uc591\uc758 \ubd84\uc11d\uc744 \ud55c \ubc88\uc5d0 \uc218\ud589\ud560 \uc218 \uc788\uace0, \ub9e4\ubc88 \ubd84\uc11d \ud658\uacbd\uc744 \uc124\uc815\ud560 \ud544\uc694\uac00 \uc5c6\ub2e4\ubcf4\ub2c8 \uc791\uc5c5\uc758 \ubd88\ud3b8\ud568\uc774 \uc0c1\ub2f9\ud788 \uac1c\uc120\ub41c \uac83\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc77c\ud560 \ub9db \ub098\ub294 \ud658\uacbd\uc774 \ub9db\uc788\ub294 \uacb0\uacfc\ub97c \ub9cc\ub4ed\ub2c8\ub2e4. \uc791\ub144 5\uc6d4\uacfc 6\uc6d4 \uac01\uac01 \ub2e4\ub978 \uad11\uace0\uc8fc\uc640 \uc9c4\ud589\ud588\ub358 \ub300\uaddc\ubaa8 \ud504\ub85c\ubaa8\uc158\uc758 \uc608\uc0b0 \uc7ac\ubd84\ubc30\uc5d0 \u2018MMM \ubd84\uc11d \uc11c\ube44\uc2a4\u2019\uac00 \uc0ac\uc6a9\ub418\uc5c8\ub294\ub370, \uc815\ub9d0 \ud3b8\ud558\uac8c \uc778\uc0ac\uc774\ud2b8\ub97c \uc5bb\uc744 \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. \uacb0\uacfc\ub3c4 \ub9e4\uc6b0 \uc88b\uc558\uace0\uc694. \u2018BAT\u2019\ub294 \uc774 \uc0ac\ub840\ub97c \ubc14\ud0d5\uc73c\ub85c \u2018Meta Agency First Awards\u2019<\/a>\uc5d0\uc11c \u2018\ud37c\ud3ec\uba3c\uc2a4 \ud788\uc5b4\ub85c \ubd80\ubd84\u2019\uacfc Advantage+ Expert \ubd80\ubb38\u2019\uc5d0\uc11c \uc218\uc0c1\ud560 \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\u2018MMM \ubd84\uc11d \uc11c\ube44\uc2a4\u2019\ub294  \u2018MMM\u2019 \ubd84\uc11d \ubcf8\uc5f0\uc758 \ub9e4\ub825\uc744 \uc704\ud574 \ub9e5\ub77d \ubcc0\uc218\ub098 \uc678\ubd80\uc758 \ub370\uc774\ud130\ub97c \ud65c\uc6a9\ud55c \ubd84\uc11d \uae30\ub2a5\uc744 \uc900\ube44\ud558\uace0\uc788\uc2b5\ub2c8\ub2e4. \uc55e\uc73c\ub85c \ub2e4\uc591\ud55c \u2018MMM\u2019\ubd84\uc11d \uc131\uacf5\uc0ac\ub840\ub97c \uc18c\uac1c\ud560 \uc608\uc815\uc774\ub2c8 \ub9ce\uc740 \uae30\ub300 \ubd80\ud0c1\ub4dc\ub9b4\uac8c\uc694.<\/p>\n\n\n\n

\n

NEXT STEP<\/p>\n

BAT\uc640 \ud568\uaed8 \uc131\uc7a5\uc744 \uc124\uacc4\ud558\uc138\uc694<\/h3>\n

100+\uac74\uc758 \ucea0\ud398\uc778 \uacbd\ud5d8\uc744 \ubc14\ud0d5\uc73c\ub85c, \ube0c\ub79c\ub4dc\uc5d0 \ub9de\ub294 \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \uc81c\uc548\ud569\ub2c8\ub2e4.<\/p>\n

\n \ud83d\udcc4 BAT \uc18c\uac1c\uc11c \ubc1b\uae30<\/a>\n \ud83d\udcac \ud504\ub85c\uc81d\ud2b8 \ubb38\uc758\ud558\uae30<\/a>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\ud83d\udcd6 \uc77d\ub294 \uc2dc\uac04: \uc57d 8\ubd84 MMM \uc774\ub780? \u2018Marketing Mix Modeling(\uc774\ud558 MMM)\u2019\uc740 \uad11\uace0\uc758 \uc131\uacfc\ub97c \uce21\uc815\ud560 \uc218 \uc788\ub294 \uc624\ub798\ub41c \ubd84\uc11d\uae30\ubc95\uc785\ub2c8\ub2e4. \ucd5c\uadfc \ub4e4\uc5b4 \uac1c\uc778\uc815\ubcf4 \ubcf4\ud638\uac00 \ub514\uc9c0\ud138 \uad11\uace0\uacc4\uc758 \uc8fc\uc694 \uc774\uc288\ub85c \ub5a0\uc624\ub974\uba70\u2019 MMM \ubd84\uc11d\u2019\ub3c4 \ub369\ub2ec\uc544 \uc8fc\ubaa9\uc744 \ubc1b\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uad11\uace0\uc758 \uc804\ud658 \ub370\uc774\ud130 \uc5c6\uc774 \ud68c\uadc0\ubd84\uc11d\uc73c\ub85c \uad11\uace0 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