Hokohoko Raraunga-Arotahi: Te Hurihanga i te Wheako Kaihoko
I tēnei ao matihiko hou, kei te whanake tonu te ao hokohoko, nā te nui o ngā raraunga kua whakaputaina me te hangarau hei tukatuka. Kua puta ake te hokohoko e ahu mai ana i ngā raraunga hei huarahi whakarerekē i te kēmu e whakamahi ana i ēnei raraunga hei waihanga rautaki hokohoko e whai kiko ana, e whaiaro ana, e whai hua ana hoki. Ka rukuhia e tēnei tuhinga ngā āhuatanga matua o te hokohoko e ahu mai ana i ngā raraunga, ōna painga, ōna wero, me ngā tūmanakohanga ā muri ake nei.
He aha te Hokohoko e Aromatawai ana i ngā Raraunga?
Ko te hokohoko e ahu mai ana i ngā raraunga e pā ana ki ngā rautaki me ngā tikanga e whakawhirinaki ana ki ngā māramatanga i kohia mai i te tātari raraunga hei ārahi i ngā mahi hokohoko. Mā te whakamahi i ngā momo puna raraunga, ka taea e ngā kaihokohoko te whakatau whai whakaaro mō te whai wāhi atu ki tā rātou hunga whakarongo, te arotau i te mahi o te kaupapa, me te tuku ihirangi e tika ana.
I roto i tēnei horopaki, ka uru pea ngā raraunga ki ngā āhuatanga taupori o ngā kiritaki, ngā tauira whanonga, ngā hītori hoko, ngā taunekeneke pāpāho pāpori, me ētahi atu. Mā te whakamahi i ngā taputapu me ngā tikanga tātari matatau, ka taea e ngā kaihokohoko te whakamārama i ēnei raraunga hei hura i ngā au, ngā manakohanga, me ngā māramatanga e akiaki ana i ā rātou kaupapa hokohoko.
Ngā Painga o te Hokohoko Raraunga-Aroturuki
1. Whakapai ake i te Whāinga me te Whaiaro
Ko tētahi o ngā painga nui o te hokohoko raraunga ko te kaha ki te tuku ihirangi kua tino arotahihia, kua whaiarohia hoki. Mā te tātari i ngā raraunga kiritaki, ka taea e ngā kaihokohoko te wehewehe i tā rātou hunga whakarongo i runga i ngā paearu rerekē pēnei i te tau, te ira tangata, ngā hiahia, me ngā whanonga hoko. Mā tēnei wehewehenga ka taea te arotahi tika ake, kia pai ake ai te pānga o ngā karere hokohoko ki ngā wāhanga whakarongo rerekē.
Ehara i te mea ko te whakamahi noa i te ingoa o te kiritaki i roto i te īmēra te mahi whakawhaiaro. Kei roto ko te waihanga i ngā wheako me ngā taunakitanga kua whakaritea i runga i ngā manakohanga me ngā whanonga o te tangata takitahi, ā, hei whakapai ake i te makona me te pono o te kiritaki.
2. Maramatanga Kiritaki Whakarei
Mā te hokohoko e ahu mai ana i ngā raraunga ka kitea ngā whanonga me ngā manakohanga a te kiritaki. Mā te aroturuki i ngā taunekeneke puta noa i ngā wāhi maha, ka taea e ngā kaihokohoko te mārama ake ki ngā mea e akiaki ana i tā rātou hunga whakarongo. Mā tēnei mōhiotanga ka āwhina i te tito karere e hangai ana ki ngā hiahia me ngā tumanakohanga a te kiritaki.
Hei tāpiri atu ki tēnā, ka āwhina ngā māramatanga kiritaki ki te tautuhi i ngā āhuatanga mamae me ngā wāhi hei whakapai ake i roto i te haerenga a te kiritaki. Mā te aro atu ki ēnei take, ka taea e ngā pakihi te whakapai ake i te wheako kiritaki whānui me te hanga hononga kaha ake.
3. Te Mahi Arotau o te Kaupapa
I ngā wā o mua, i whakawhirinaki ngā kaihokohoko ki ngā kare ā-roto, ki ngā whakaaro noa rānei hei whakamahere i ā rātou kaupapa whakatairanga. I tētahi atu taha, mā te hokohoko e ahu mai ana i ngā raraunga ka taea te whakatau kaupapa e ahu mai ana i ngā raraunga. Ka taea e ngā kaihokohoko te tātari i te mahi o ngā kaupapa whakatairanga o mua hei tautuhi i ngā mea i angitu me ngā mea kāore i angitu, kia taea ai e rātou te arotau i ngā kaupapa whakatairanga o muri mai mō ngā hua pai ake.
Hei tauira, he mahi noa te whakamātautau A/B i roto i te hokohoko e ahu mai ana i ngā raraunga. Mā te whakamātautau i ngā putanga rerekē o tētahi huānga kaupapa (pēnei i te pane matua, i te karanga-ki-te-mahi rānei), ka taea e ngā kaihokohoko te whakatau ko tēhea putanga te mea pai ake te mahi me te mahi i ngā whakarerekētanga e pā ana ki ngā raraunga.
4. Utu-Kakama
Ko ngā tikanga hokohoko tuku iho, pērā i ngā pānuitanga pouaka whakaata, ngā pānuitanga tā rānei, he nui ngā utu me te whānuitanga o te toro atu engari kāore i te tino tika te arotahi. Heoi, mā te hokohoko raraunga ka taea e ngā pakihi te tohatoha i ā rātou rauemi mā te arotahi ki ngā wāhanga tino kaha. Ka whakaitihia e tēnei huarahi arotahi te whakapaunga pānuitanga moumou, ā, ka whakapiki ake i te hokinga mai o te haumitanga (ROI) mō ngā mahi hokohoko.
5. Whakatikatika Wā-tūturu
Kua kawea mai e te ao matihiko he tere o ngā huringa e hiahia ana kia urutau i roto i te wā tūturu. Mā te hokohoko e ahu mai ana i ngā raraunga ka taea e ngā kaihokohoko te aroturuki i te mahi o te kaupapa hokohoko i te wā tūturu me te mahi i ngā whakarerekētanga e tika ana i runga i te tere. Mā tēnei tere ka noho tonu ngā mahi hokohoko e whai tikanga ana, e whai hua ana hoki i roto i te taiao e tere hurihuri ana.
Ngā Wero o te Hokohoko Raraunga-Aroturuki
Ahakoa te maha o ngā painga o te hokohoko raraunga, he maha tonu ngā wero kei roto i te ao hokohoko.
1. Nga Maharahara Matatapu Raraunga
I te mea kua piki haere te nui o ngā raraunga e kohia ana, kua noho ko te tūmataitinga raraunga hei āwangawanga nui. Ko ngā ture pēnei i te General Data Protection Regulation (GDPR) me te California Consumer Privacy Act (CCPA) e whakatakoto ana i ngā aratohu tino pakari mō te huarahi e taea ai e ngā kamupene te kohi, te penapena, me te whakamahi i ngā raraunga whaiaro.
Me whakarite ngā kaihokohoko kia tutuki i a rātou ēnei ture me te whakaute i te tūmataitinga o ngā kiritaki. Kei roto i tēnei ko te whiwhi whakaaetanga tika mō te kohikohi raraunga, te noho mārama mō te whakamahinga raraunga, me te whakatinana i ngā mahi haumarutanga pakari hei tiaki i ngā raraunga mai i ngā takahi ture.
2. Te Kounga Raraunga me te Whakauru
Ko te whai huatanga o te hokohoko e ahu mai ana i ngā raraunga e whakawhirinaki ana ki te kounga o ngā raraunga e whakamahia ana. Mā ngā raraunga hē, kāore i oti, kua tawhito rānei ka arahi pea ki ngā mahi hokohoko hē. Ko te whakarite i te tika me te ōritetanga o ngā raraunga me whai tonu i ngā tukanga horoi me te whakamana raraunga.
Heoi anō, he uaua pea te whakauru raraunga mai i ngā momo puna (pēnei i ngā pūnaha CRM, ngā tātari tukutuku, me ngā papaaho pāpāho pāpori). Me whakatū e ngā kaihokohoko te whakauru raraunga maeneene kia whiwhi ai i tētahi tirohanga whānui o te haerenga a te kiritaki.
3. Nga Waa Pukenga
Ko te whakatinanatanga o te hokohoko e ahu mai ana i ngā raraunga me whai mātauranga ki te tātari raraunga, te whakamārama, me te whakamahi. He maha ngā tīma hokohoko kāore pea i ēnei pūkenga, ā, me kimi he kaipūtaiao raraunga, me whakapiki rānei i ngā pūkenga o ngā kaimahi o nāianei. He mea nui te whakakī i tēnei āputa pūkenga kia tino whakamahia ai te pūmanawa o te hokohoko e ahu mai ana i ngā raraunga.
4. Te Rahi Raraunga Nui rawa atu
He nui rawa ngā raraunga e wātea ana. He wero nui te whakatau ko ēhea raraunga e tika ana, e taea ana hoki te whakamahi. Me haumi ngā kaihokohoko ki ngā taputapu tātari matatau me ngā hangarau ka taea te neke puta noa i ngā huinga raraunga nui me te tango i ngā māramatanga whai tikanga.
Ngā Huarahi ā-Mārama mō te Hokohoko Raraunga
He pai te āhua o te heke mai o te hokohoko raraunga, me te tumanako ka maha ngā au e hanga ana i te whenua.
1. Maramatanga Artificial me te Ako Miihini
Kei te rite te Matauranga Horihori (AI) me te Ako Mīhini (ML) ki te kawe i te hokohoko e ahu mai ana i ngā raraunga ki tētahi taumata e whai ake nei. Ka taea e ēnei hangarau te tātari i ngā raraunga maha i ngā tere kāore i kitea i mua, ka āwhina i ngā kaihokohoko ki te hura i ngā māramatanga hohonu me te matapae i ngā au o te heke mai.
Hei tauira, ka taea e ngā karetao kōrerorero e whakamahia ana e te AI te whakarei ake i ngā taunekeneke a te kiritaki mā te whakarato i ngā taunakitanga whaiaro me ngā urupare inamata. Ka taea hoki e ngā tātaritanga matapae te āwhina i ngā kaihokohoko ki te matapae i ngā hiahia me ngā whanonga a te kiritaki, ka taea ai te whakamahi i ngā rautaki hokohoko matatau.
2. Hiku-Whakawhaiaro
Kei te whanake haere te ariā o te whakawhaiaro ki te whakawhaiaro-rahi, arā, ka whakaritea ngā mahi hokohoko ki ngā hiahia me ngā manakohanga motuhake o te tangata i te wā tūturu. Mā te whakamahi i te AI me ngā raraunga wā tūturu, ka taea e ngā kaihokohoko te tuku ihirangi me ngā tuku e tino whai pānga ana ki te horopaki ahurei o ia kiritaki.
3. Te Mahi Tahi Raraunga
Mā te mahi tahi me te tiritiri raraunga i waenga i ngā pakihi ka hua ake he māramatanga whānui ake mō ngā kiritaki. Hei tauira, ka mahi tahi pea tētahi waitohu hokohoko me tētahi umanga pūtea kia pai ake ai te mārama ki ngā tauira hoko me ngā whanonga a ngā kiritaki. Mā te mahi tahi raraunga matatika, me te whakaae tika me te whai whakaaro ki te tūmataitinga, ka taea te whakatuwhera i ngā whai wāhitanga hou mō te hokohoko e ahu mai ana i ngā raraunga.
4. Whakarei ake i te wheako Kiritaki
Hei whakamutunga, ko te whāinga o te hokohoko raraunga-ārahi he whakarei ake i te wheako o te kiritaki. I te whanaketanga tonu o te hangarau, ka nui ake ngā taputapu matatau a ngā kaihokohoko hei waihanga i ngā taunekeneke maeneene, whakahihiri, me te whaiaro. Mā tēnei arotahi ki te wheako ka akiaki i te pono o te waitohu me te makona o te kiritaki.
Opaniraa
Kua hurihia e te hokohoko raraunga te huarahi e taunekeneke ai ngā pakihi me ā rātou kiritaki. Mā te whakamahi i ngā māramatanga raraunga, ka taea e ngā kaihokohoko te waihanga i ngā kaupapa whakatairanga kua arotahihia, kua whaiarohia, kua whai hua hoki, e hua ake ai ngā hua pai ake. Heoi anō, kāore te haerenga e kore he wero, mai i ngā āwangawanga tūmataitinga raraunga ki ngā āputa pūkenga.
I a tātou e anga whakamua ana, mā te whakaurunga o ngā hangarau matatau pēnei i te AI me te Ako Mīhini ka piki ake te pānga o te hokohoko raraunga-arahi. Mā te noho mataara ki te kounga me te tūmataitinga o ngā raraunga, me te urutau tonu ki ngā au hou me ngā taputapu, ka taea e ngā pakihi te whakamahi i te pūmanawa katoa o te hokohoko raraunga-arahi kia noho tonu ai i mua i te whakataetae me te waihanga i ngā wheako kaihoko whai tikanga.
