{"id":27007,"date":"2022-04-06T18:00:00","date_gmt":"2022-04-06T10:00:00","guid":{"rendered":"https:\/\/www.webpowerx.com\/?p=27007"},"modified":"2025-02-12T14:50:23","modified_gmt":"2025-02-12T06:50:23","slug":"%e8%81%9a%e7%84%a6%e6%95%b0%e6%8d%ae%e7%9a%84%e5%8a%9b%e9%87%8f%ef%bc%8c%e7%a7%81%e4%ba%ab%e4%bc%9a%e4%b8%87%e5%ad%97%e5%b9%b2%e8%b4%a7%ef%bc%88%e9%99%84%e4%b8%8b%e8%bd%bd%ef%bc%89","status":"publish","type":"post","link":"https:\/\/www.webpowerx.com\/it\/articoli\/27007\/","title":{"rendered":"Concentrarsi sul potere dei dati, Sessione privata 10.000 parole di merci secche (con download)"},"content":{"rendered":"

\u4e00\u3001\u5e8f\u8a00<\/strong><\/h2>\n\n\n
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Webpower VP \u80e1\u67f3\u6210 Jimmy Hu<\/figcaption><\/figure><\/div>\n\n\n

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\u4e0e\u65f6\u4ff1\u8fdb\u7684\u8f6c\u6362\u601d\u7ef4<\/h3>\n\n\n\n

1 \u201c\u9ad8\u6548\u201d<\/strong>\u4e0d\u662f\u4e00\u8e74\u800c\u5c31\uff0c\u201c\u9ad8\u6548\u201d\u662f\u4e00\u79cd\u4e0e\u65f6\u4ff1\u8fdb\u7684\u7ecf\u9a8c\u5347\u534e\uff0c\u662f\u8425\u9500\u8005\u7684\u601d\u7ef4\u3002<\/p>\n\n\n\n

2 \u5584\u4e8e\u5229\u7528\u6700\u5c0f\u9897\u7c92\u5ea6\u7684\u7cbe\u7ec6\u5316\u62c6\u5206\u4f5c\u4e3a\u8425\u9500\u7684\u57fa\u77f3\u3002<\/strong>\u5728\u8fc7\u7a0b\u4e2d\u4e0d\u65ad\u7684\u6570\u636e\u6807\u7b7e\u5316\uff0c\u6570\u5b57\u5316\u5730\u53bb\u4f18\u5316\u8425\u9500\u8282\u70b9\u3002<\/p>\n\n\n\n

3 \u8425\u9500\u8981\u7d20\u5347\u7ea7\uff1a<\/strong>\u4ece4P\u52304C\u518d\u5230\u201c\u4eba\u201d\uff0c\u201c\u8d27\u201c\uff0c\u201d\u573a\u201d\uff0c\u201c\u5185\u5bb9\u201d\u56db\u8981\u7d20\uff0c\u5546\u54c1\u4e0e\u7528\u6237\u5173\u7cfb\u6784\u5efa\u5bfc\u5411\u3002<\/p>\n\n\n

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1 \u8425\u9500\u5c31\u662f\u548c\u6d88\u8d39\u8005\u8c08\u573a\u604b\u7231<\/strong><\/p>\n\n\n

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2 \u201c\u6e10\u5165\u4f73\u5883\u201d\u56db\u4e2a\u6b65\u9aa4\uff1a<\/strong><\/p>\n\n\n\n

    \n
  • Awareness\uff08\u7cbe\u51c6\u5316\u83b7\u5ba2\uff09<\/li>\n<\/ul>\n\n\n\n
      \n
    • Interest\uff08\u6c9f\u901a\u4e86\u89e3\uff09<\/li>\n<\/ul>\n\n\n\n
        \n
      • Purchase\uff08\u7cbe\u7ec6\u5316\u8fd0\u8425\uff09<\/li>\n<\/ul>\n\n\n\n
          \n
        • Loyalty\uff08\u6c38\u7ed3\u540c\u5fc3\uff09<\/li>\n<\/ul>\n\n\n
          \n
          \"\"<\/figure><\/div>\n\n\n

          3 \u201c\u6c38\u7ed3\u540c\u5fc3\u201d\uff1a<\/strong>\u521b\u9020\u4e2a\u6027\u5316\u7684\u5185\u5bb9\uff0c\u6839\u636e\u7528\u6237\u6210\u957f\u9636\u6bb5\uff0c\u9009\u62e9\u6700\u7b26\u5408\u7528\u6237\u5f53\u524d\u5b9e\u9645\u60c5\u51b5\u7684\u63a8\u5e7f\u6a21\u5f0f\u3002<\/p>\n\n\n\n

          4 \u201c\u52ff\u5fd8\u521d\u5fc3\u201d\uff1a<\/strong>\u8425\u9500\u8981\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\u3002<\/p>\n\n\n

          \n
          \"\"<\/figure><\/div>\n\n
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          \"\"
          \u56fd\u5185\u54c1\u724c\u4f18\u79c0\u5b9e\u8df5\u6848\u4f8b\u5206\u4eab<\/figcaption><\/figure><\/div>\n\n\n

          \u6848\u4f8b <\/strong>\u67d0\u56fd\u6c11\u7f8e\u5986\u54c1\u724cSCRM\u8d4b\u80fd\u7ebf\u4e0a\u7ebf\u4e0b\u7cbe\u51c6\u8425\u9500\u3002\u901a\u8fc7\u5efa\u7acb\u201c\u5fc3\u201d\uff08\u7edf\u4e00\u667a\u80fd\u7528\u6237\u6570\u636e\u4e2d\u53f0\uff09\uff0c\u201c\u8111\u201d\uff08\u591a\u6837\u5316\u6570\u636e\u770b\u677f\uff09\uff0c\u201c\u624b\u201d\uff08\u7edf\u4e00\u7528\u6237\u6c9f\u901a\u673a\u5236\uff09\u4e09\u4f4d\u4e00\u4f53\u7684SCRM\u7cfb\u7edf\uff0c\u89e3\u51b3\u5ba2\u6237\u7684\u6838\u5fc3\u75db\u70b9\uff1a\u6570\u636e\u5272\u88c2\uff0c\u91cd\u590d\u89e6\u8fbe\uff0c\u6d88\u8d39\u8005\u6d41\u5931\uff0c\u5f15\u6d41\u96be\u9898\u7b49\u3002<\/p>\n\n\n\n

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          \n
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          \n
          \"\"
          \u6613\u70b9\u7f51\u7edcCOO\u4f59\u5251<\/figcaption><\/figure><\/div>\n\n\n

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

          1 \u8425\u9500\u5927\u5e08\u5fb7\u9c81\u514b\u8bf4\u8fc7\uff0c\u8425\u9500\u65e0\u975e\u662f\u628a\u4f60\u672c\u8eab\u7684\u4fe1\u606f\u8bf4\u51fa\u53bb\u8bf4\u670d\u522b\u4eba\u3002<\/p>\n\n\n\n

          2 \u6240\u6709\u7684\u8425\u9500\u90fd\u662f\u5728\u884c\u4f7f\u76f8\u5173\u7684\u6743\u529b\u3002\u800c\u6240\u8c13\u7684\u6743\u529b\uff0c\u5c31\u662f\u8ba9\u522b\u4eba\u542c\u4f60\u7684\u3002<\/p>\n\n\n\n

          3 \u6240\u6709\u7684\u54c1\u724c\u4e0e\u5e02\u573a\u52a8\u4f5c\uff0c\u90fd\u9700\u8981\u6d88\u8d39\u8005\u4e70\u5355\u3002<\/p>\n\n\n\n

          4 \u6743\u529b\u6709\u5f88\u591a\u79cd\uff0c\u5176\u4e2d\u4fe1\u606f\u6743\u529b\u6307\u7684\u662f\u8bf4\u670d\u529b\u3002<\/p>\n\n\n\n

          5 \u4fe1\u606f\u6743\u529b\u4f53\u73b0\u5728\u641c\u7d22\u5f15\u64ce\u8425\u9500\u4e2d\uff1a\u522b\u4eba\u542c\u4e86\u4f60\u7684\uff0c\u4f46\u4ed6\u81ea\u5df1\u90fd\u6ca1\u6709\u611f\u89c9\u5230\u4ed6\u542c\u4e86\u4f60\u7684\uff0c\u4ed6\u611f\u89c9\u662f\u5728\u542c\u81ea\u5df1\u7684\u3002<\/p>\n\n\n\n

          6 \u5927\u591a\u6570\u4eba\u7684\u77e5\u8bc6\u6765\u6e90\u90fd\u6765\u81ea\u641c\u7d22\u5f15\u64ce\u3002\u56e0\u6b64\u641c\u7d22\u5f15\u64ce\u662f\u5f88\u5927\u7a0b\u5ea6\u4e0a\u5f71\u54cd\u4e00\u4e2a\u4eba\u7684\u901a\u9053\u3002<\/p>\n\n\n

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

          7 \u77e5\u4e4e\u4e0a\u6709\u54ea\u4e9b\u4eba\uff1a\u9ad8\u77e5\u4e14\u9ad8\u8d44\uff1b80%\u7528\u6237\u672c\u79d1\u4ee5\u4e0a\uff1b\u7cbe\u82f1\u578b\u5e73\u53f0\uff0c\u53ef\u4ee5\u4f5c\u4e3aB\u7aef\u4ea7\u54c1\u7684\u5f3a\u9635\u5730\u3002<\/p>\n\n\n\n

          8 \u77e5\u4e4e\u7684\u201c\u7238\u7238\u201d\uff1a4.3\u4ebf\u7f8e\u91d1\u7684\u6700\u540e\u4e00\u8f6e\u6295\u8d44\u6765\u81ea\u767e\u5ea6\u4e0e\u5feb\u624b\u3002<\/p>\n\n\n\n

          9 \u672a\u6765\u7684\u8425\u9500\u662f\u6d41\u91cf\u601d\u7ef4\uff1b\u542f\u52a8\u9635\u5730\u5efa\u8bae\u653e\u5728\u77e5\u4e4e\uff0c\u6210\u672c\u6700\u4f4e\uff1a\u4e24\u4e2a\u6708\u5373\u53ef\u4ee5\u5b9e\u73b0\u6587\u7ae010W+\u3002<\/p>\n\n\n\n

          10 \u5185\u5bb9\u5728\u77e5\u4e4e\u80fd\u8131\u9896\u800c\u51fa\uff0c\u624d\u6709\u4ef7\u503c\u3002\u5185\u5bb9\u600e\u6837\u6700\u52a8\u4eba\uff1a\u5728\u77e5\u4e4e\u5e73\u53f0\u4e0a\uff0c\u505a\u5e72\u8d27\uff0c\u5c31\u80fd\u83b7\u5f97\u6d77\u91cf\u7684\u5173\u6ce8\u8005\u3002<\/p>\n\n\n\n

          11 \u5927\u591a\u6570\u4eba\u6ca1\u6709\u770b\u5230\u7684\u65f6\u5019\uff0c\u7ea2\u5229\u624d\u5b58\u5728\uff01\u77e5\u4e4e\u8425\u9500\u5e2e\u52a9\u6211\u4eec\u7701\u4e86\u81f3\u5c1140\u4e07\u7684\u8425\u9500\u8d39\u7528\u3002<\/p>\n\n\n\n

          \u56db\u3001\u6d1e\u5bdf\u6570\u636e<\/strong><\/h2>\n\n\n\n

          \u5a92\u4f53\u201c\u5927\u6570\u636e\u201d\u4e0e\u201d\u5c0f\u6570\u636e\u201d\u5982\u4f55\u8d4b\u80fd\u5e02\u573a\u51b3\u7b56<\/p>\n\n\n

          \n
          \"\"
          Meltwater\u878d\u6587\u4e2d\u56fd\u533aGM Joey Lee<\/figcaption><\/figure><\/div>\n\n\n

          Meltwater si concentra sul deep data mining, sul monitoraggio, sull'elaborazione e sull'analisi di tutti i tipi di media, compresi i portali di notizie, i forum, i blog, i vari social media e altri vettori di informazioni 24 ore su 24, 7 giorni su 7, in un'ottica di social listening.<\/p>\n\n\n\n

          Anche i \"piccoli dati\" offrono grandi opportunit\u00e0 di business<\/h3>\n\n\n\n

          I \"big data\" a cui spesso ci riferiamo sono spesso generati attraverso sistemi interni ed esterni per fornire informazioni di mercato alle imprese. Tuttavia, anche i \"piccoli dati\" offrono grandi opportunit\u00e0 di business. Di seguito, condivideremo tre principali scenari applicativi dei \"piccoli dati\".<\/p>\n\n\n\n

          Scenario 1 Vincere le menzioni dei media<\/strong><\/p>\n\n\n\n

          I piccoli dati aiutano le aziende a identificare future opportunit\u00e0 di business: ad esempio, un marchio di istruzione online ha registrato i seguenti picchi mediatici durante l'epidemia. Uno dei pi\u00f9 importanti rapporti con i media d'oltreoceano \u00e8 stato \"Earned Media\":<\/p>\n\n\n

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

          Il rapporto cita tre parole chiave: famiglie cinesi; strumenti musicali di accompagnamento Little Leaf e \"competenza in cinese, due piccioni con una fava\"; si evince che il marchio \u00e8 una piattaforma di istruzione online spesso utilizzata dai cinesi d'oltremare.<\/p>\n\n\n\n

          Analizzando le menzioni passive negli articoli, \u00e8 facile vedere le opportunit\u00e0 per il marchio nel mercato cinese d'oltremare. Di conseguenza, il marchio pu\u00f2 adottare ulteriori comportamenti di comunicazione per i mercati esteri, come il Regno Unito.<\/p>\n\n\n\n

          Scenario 2 Trasformazione della strategia aziendale B2B 2C<\/strong><\/p>\n\n\n\n

          I marchi B2B tradizionali hanno difficolt\u00e0 a sentire la voce dei consumatori C-suite, il che \u00e8 diventato un punto dolente per i marchi B2B che si stanno espandendo nel mercato C-suite; il monitoraggio dei media pu\u00f2 aiutare le aziende ad avere una visione delle discussioni dei clienti C-suite.<\/p>\n\n\n\n

          \u6848\u4f8b\u4e00 <\/strong>\u67d0\u9f7f\u79d1\u6b63\u7578\u4eea\u5668\u751f\u4ea7\u5546\uff0c\u901a\u8fc7\u5a92\u4f53\u76d1\u6d4b\uff0c\u63a2\u7d22\u5934\u90e8\u7ade\u54c1\u7684C\u7aef\u8425\u9500\u7b56\u7565\uff0c\u4e86\u89e3\u5230\u8be5\u7ade\u54c1\u5982\u4f55\u901a\u8fc7C\u7aef\u6d88\u8d39\u8005\u62c9\u52a8\u5e02\u573a\u9700\u6c42\u3002<\/p>\n\n\n\n

          \u6848\u4f8b\u4e8c<\/strong> \u67d0\u533b\u7f8e\u5668\u68b0\u751f\u4ea7\u5546\uff0c\u901a\u8fc7\u201c\u793e\u4f1a\u5316\u8046\u542c\u201d\u6d1e\u5bdf\u5e02\u573a\uff0c\u83b7\u53d6C\u7aef\u7528\u6237\u53cd\u9988\uff0c\u51c6\u786e\u6293\u4f4f\u6d88\u8d39\u8005\u5bf9\u4e8e\u201c\u6574\u5bb9\u201d\u7684\u65f6\u95f4\u654f\u611f\u70b9\uff0c\u63d0\u5347\u7528\u6237\u5fc3\u667a\u3002<\/p>\n\n\n\n

          \u6848\u4f8b\u4e09<\/strong> \u67d0\u5149\u4f0f\u54c1\u724c\uff1a\u901a\u8fc7\u5bf9\u4e8eC\u7aef\u7528\u6237\u8c03\u6027\u7684\u5206\u6790\uff0c\u53d1\u6398\u4e86B\u7aef\u4ea7\u54c1\u5bb6\u7528\u5316\u7684\u65b0\u65b9\u5411\u3002B2B2C\u4f01\u4e1a\u8df3\u8fc7\u4e2d\u95f4\u73af\u8282\uff0c\u76f4\u51fb\u4e0b\u6e38\u75db\u70b9\u3002<\/p>\n\n\n\n

          Scenario 3 Viaggio digitale del consumatore<\/strong><\/p>\n\n\n\n

          Capire come ricercare i consumatori attraverso il monitoraggio dei media in base al percorso del consumatore.<\/p>\n\n\n

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

          Nel caso di una piattaforma di e-commerce, la voce sociale viene categorizzata in base alle cinque fasi del viaggio del consumatore e, attraverso l'analisi dei contenuti di fasi specifiche, come la \"volont\u00e0 di acquisto\", si scoprono i punti di miglioramento.<\/p>\n\n\n\n

          Un altro esempio \u00e8 l'analisi del buzz dei prodotti attraverso l'ascolto sociale per scoprire quali stili e marchi possono ricevere maggiore attenzione.<\/p>\n\n\n\n

          Dopo il 2020, non solo monitoraggio delle opinioni<\/p>\n\n\n\n

          Si spera che il monitoraggio delle opinioni faccia un ulteriore passo avanti: \"consumer insights\". Analizzando i contenuti e comprendendoli, in ultima analisi, si d\u00e0 potere al reparto marketing e si massimizza il ritorno sull'investimento del reparto marketing.<\/p>\n\n\n\n

          V. Microfono aperto<\/strong><\/p>\n\n\n\n

          2020, difficile?<\/p>\n\n\n\n

          Sull'inedito 2020, una schiera di marketer ha espresso le proprie opinioni e parole d'oro:<\/p>\n\n\n\n

          Webpower Jimmy:<\/strong><\/p>\n\n\n\n

          Che si tratti di Wanglaoji o di Ji Lao Wang, quando \u00e8 stato creato, doveva ottenere la soppressione assoluta dell'industria.<\/p>\n\n\n\n

          MW JOEY:<\/strong><\/p>\n\n\n\n

          In questa fase, la voce degli addetti al marketing spesso non \u00e8 cos\u00ec importante come quella delle vendite, della supply chain e di altri reparti, quindi come possono gli addetti al marketing avvicinarsi sempre di pi\u00f9 al livello decisionale? Il supporto dei dati pu\u00f2 contribuire ad aumentare la voce del reparto marketing.<\/p>\n\n\n\n

          Punto facile - Jian Yu:<\/strong><\/p>\n\n\n\n

          Il futuro \u00e8 l'era del content marketing ed \u00e8 molto importante che possiate essere un contenuto.<\/p>\n\n\n\n

          2020, l'era dell'acquisto di traffico \u00e8 davvero finita.<\/p>\n\n\n\n

          Non basta avere buoni contenuti, bisogna anche combinarli con una mentalit\u00e0 di traffico \"compra-compra-compra\".<\/p>\n\n\n

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

          Direttore commerciale in un'industria di tornei:<\/strong><\/p>\n\n\n\n

          A causa dell'epidemia, si \u00e8 aperta una nuova finestra. Un periodo di dolore, solo per trovare il modo di trasformarsi.<\/p>\n\n\n\n

          Un budget di marketing che non viene speso \u00e8 sprecato.<\/p>\n\n\n\n

          Forse i clienti che ti circondano ora li apprezzi ancora di pi\u00f9. \u00c8 una bella sensazione che ti fa sentire ancora vivo e speriamo di poter vivere meglio.<\/p>\n\n\n\n

          Direttore marketing di un'industria fieristica:<\/strong><\/p>\n\n\n\n

          Febbraio \u00e8 stato un incubo: cos'altro si poteva fare? Guardando al passato, invece, \u00e8 una cosa positiva: due insegnamenti da trarre<\/p>\n\n\n\n

          1. Trasformazione: iniziare a riflettere sul posizionamento della mostra offline, per apportare modifiche a vantaggio dell'azienda, e iniziare a sperimentare i canali online: live broadcasting, social marketing;<\/p>\n\n\n\n

          2. Efficienza: per quanto riguarda il tasso di conversione, il rapporto input-output della valutazione diventer\u00e0 sempre pi\u00f9 severo; il reparto marketing sta considerando sempre pi\u00f9 l'efficienza dell'output; inoltre, prester\u00e0 pi\u00f9 attenzione al marketing digitale che mai.<\/p>\n\n\n\n

          Il ROI nel reparto marketing \u00e8 pi\u00f9 importante di quanto non lo sia stato nell'ultimo decennio, con una maggiore propensione all'orientamento ai risultati.<\/p>\n\n\n\n

          Non c'\u00e8 una sola cosa che non possa essere rotta.<\/p>\n\n\n\n

          Siate pi\u00f9 inclusivi e difendete l'industria per vedere di pi\u00f9 di quello che c'\u00e8 l\u00e0 fuori.<\/p>\n\n\n\n

          VI. Epilogo<\/strong><\/h2>\n\n\n\n

          Raccogliendo argomenti di settore e condividendo le conoscenze in modo approfondito, questa conferenza privata trasforma pi\u00f9 \"io\" in \"noi\" per il progresso comune, consentendo ai marketer di avere un nuovo pensiero sul marketing dei dati nell'era digitale nello scambio e nell'interazione.<\/p>\n\n\n\n

          La conferenza si \u00e8 conclusa con successo grazie alla partecipazione entusiasta degli ospiti e delle \u00e9lite del settore. Aspettiamo con entusiasmo il prossimo periodo per ritrovarci insieme!<\/p>\n\n\n\n

          \u7b49\u4e0d\u53ca\u60f3\u8981\u79c1\u4eab\u4f1a\u4e09\u4efd\u5b8c\u6574PPT\uff1f\u70b9\u51fb\u8fd9\u91cc\uff0c\u63d0\u4ea4\u8868\u5355\u5373\u53ef<\/a><\/mark><\/strong><\/p>\n\n\n\n

          \n

          Affermazione dei diritti di Webpower
          Webpower China Tutti i diritti riservati.<\/p>\n<\/blockquote>","protected":false},"excerpt":{"rendered":"

          I. Premessa Il 18 settembre, al fine di potenziare il potere dei dati nell'era dei big data e di integrare e applicare razionalmente il modo dei dati, Webpower si \u00e8 unita alla societ\u00e0 di monitoraggio dei media [...]<\/p>","protected":false},"author":4,"featured_media":27095,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,40],"tags":[73],"class_list":["post-27007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recommend","category-top-news","tag-73"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/posts\/27007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/comments?post=27007"}],"version-history":[{"count":1,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/posts\/27007\/revisions"}],"predecessor-version":[{"id":34075,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/posts\/27007\/revisions\/34075"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/media\/27095"}],"wp:attachment":[{"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/media?parent=27007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/categories?post=27007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webpowerx.com\/it\/wp-json\/wp\/v2\/tags?post=27007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}