Ukumaketha Okuqhutshwa Yidatha: Ukuguqula Okuhlangenwe Nakho Kwamakhasimende
Esikhathini sanamuhla sedijithali, isimo sokumaketha siyaqhubeka nokuguquka, siqhutshwa inani elikhulu ledatha ekhiqizwayo kanye nobuchwepheshe bokuyicubungula. Ukumaketha okuqhutshwa idatha kuvele njengendlela eshintsha umdlalo esebenzisa le datha ukudala amasu okumaketha aqondiswe kakhulu, enziwe ngokwezifiso, futhi asebenzayo. Lesi sihloko sigxila ezicini ezibalulekile zokumaketha okuqhutshwa idatha, izinzuzo zako, izinselele, kanye namathemba esikhathi esizayo.
Kuyini i-Data-Driven Marketing?
Ukumaketha okuqhutshwa idatha kubhekisela kumasu namasu ancike ekuqondeni okutholwe ekuhlaziyweni kwedatha ukuze kuqondiswe imizamo yokumaketha. Ngokusebenzisa imithombo ehlukahlukene yedatha, abathengisi bangenza izinqumo ezinolwazi mayelana nendlela yokuxhumana nezilaleli zabo eziqondiwe, bathuthukise ukusebenza komkhankaso, futhi banikeze okuqukethwe okufaneleka kakhulu.
Imithombo yedatha kulo mongo ingafaka phakathi ulwazi lwamakhasimende, amaphethini okuziphatha, umlando wokuthenga, ukusebenzisana kwezinkundla zokuxhumana, nokuningi. Besebenzisa amathuluzi namasu okuhlaziya athuthukile, abathengisi bangachaza le datha ukuze bathole izitayela, izintandokazi, kanye nokuqonda okuqhuba imizamo yabo yokumaketha.
Izinzuzo Zokumaketha Okuqhutshwa Yidatha
1. Ukuthuthukiswa Kokuqondiswa kanye Nokwenza Okuthandwa Nguwe
Enye yezinzuzo ezibaluleke kakhulu zokumaketha okusekelwe kudatha yikhono lokuletha okuqukethwe okuqondiswe kakhulu futhi okwenziwe ngezifiso. Ngokuhlaziya idatha yamakhasimende, abathengisi bangahlukanisa izithameli zabo ngokusekelwe ezicini ezahlukahlukene ezifana nobudala, ubulili, izintshisekelo, kanye nokuziphatha kokuthenga. Lokhu kuhlukaniswa kuvumela ukuqondiswa okunembe kakhudlwana, okuqinisekisa ukuthi imiyalezo yokumaketha ihambelana kangcono nezigaba ezahlukene zezithameli.
Ukwenza kube ngokwakho kungaphezu kokusebenzisa igama lekhasimende ku-imeyili. Kuhilela ukudala okuhlangenwe nakho okwenziwe ngokwezifiso kanye nezincomo ngokusekelwe kulokho okuthandwa ngumuntu ngamunye kanye nokuziphatha kwakhe, ekugcineni kuthuthukise ukwaneliseka kwamakhasimende kanye nokwethembeka.
2. Imininingwane Yekhasimende Ethuthukisiwe
Ukumaketha okusekelwe kudatha kunikeza ukuqonda okubalulekile ngokuziphatha kwamakhasimende kanye nezintandokazi zawo. Ngokulandela ukuxhumana ezindaweni eziningi zokuthintana, abathengisi bangathola ukuqonda okujulile kwalokho okukhuthaza izilaleli zabo. Lolu lwazi lusiza ekwakheni imiyalezo ehambisana nezidingo zamakhasimende kanye nokulindelwe.
Ngaphezu kwalokho, ukuqonda kwamakhasimende kungasiza ekuboneni izindawo ezibuhlungu nezindawo okufanele zithuthukiswe ohambweni lwamakhasimende. Ngokubhekana nalezi zinkinga, amabhizinisi angathuthukisa ulwazi lwamakhasimende futhi akhe ubudlelwano obuqinile.
3. Ukusebenza Komkhankaso Okuthuthukisiwe
Esikhathini esidlule, abathengisi babevame ukuthembela ekuzizweni noma ekuqageleni ukuze bahlele imikhankaso yabo. Ngakolunye uhlangothi, ukumaketha okuqhutshwa idatha kuvumela ukwenza izinqumo ezisekelwe idatha. Abathengisi bangahlaziya ukusebenza komkhankaso wangaphambilini ukuze babone ukuthi yini esebenze kahle nokuthi yini engasebenzi, okubenza bakwazi ukwenza ngcono imikhankaso yesikhathi esizayo ukuze bathole imiphumela engcono.
Ukuhlolwa kwe-A/B, isibonelo, kuwumkhuba ovamile ekukhangiseni okuqhutshwa idatha. Ngokuhlola izinguqulo ezahlukene zesici somkhankaso (njengesihloko noma ukubizelwa esenzweni), abathengisi banganquma ukuthi iyiphi inguqulo esebenza kangcono futhi benze ukulungiswa okusekelwe kudatha.
4. Ukuphumelela Kwezindleko
Izindlela zokumaketha zendabuko, njengezikhangiso ze-TV noma izikhangiso eziphrintiwe, zivame ukuhilela izindleko eziphezulu kanye nokufinyelela okubanzi kodwa azinazo izinjongo eziqondile. Nokho, ukumaketha okuqhutshwa idatha kuvumela amabhizinisi ukuthi abele izinsiza zawo ngendlela ephumelelayo ngokugxila ezigabeni ezinamathuba aphezulu. Le ndlela eqondisiwe inciphisa ukusetshenziswa kwezikhangiso okuchithiwe futhi yandisa imbuyiselo ekutshalweni kwezimali (ROI) yemizamo yokumaketha.
5. Ukulungiswa Kwesikhathi Sangempela
Isikhathi sedijithali silethe ijubane loshintsho oludinga ukuzivumelanisa nezimo ngesikhathi sangempela. Ukumaketha okuqhutshwa idatha kuvumela abathengisi ukuthi baqaphe ukusebenza komkhankaso ngesikhathi sangempela futhi benze izinguquko ezidingekayo ngokushesha. Lokhu kushesha kuqinisekisa ukuthi imizamo yokumaketha ihlala ifanele futhi isebenza kahle endaweni eshintsha ngokushesha.
Izinselele Zokumaketha Okuqhutshwa Yidatha
Naphezu kwezinzuzo zayo eziningi, ukumaketha okusekelwe kudatha kuza nezinselelo zayo eziningi.
1. Ukukhathazeka Kobumfihlo Bedatha
Njengoba inani ledatha eliqoqwayo likhula, ubumfihlo bedatha sebuyinkinga enkulu. Imithetho efana ne-General Data Protection Regulation (GDPR) kanye ne-California Consumer Privacy Act (CCPA) ibeka iziqondiso eziqinile zendlela izinkampani ezingaqoqa, zigcine futhi zisebenzise ngayo idatha yomuntu siqu.
Abamakethi kumele baqinisekise ukuthi bayayilandela le mithethonqubo futhi bahloniphe ubumfihlo bamakhasimende. Lokhu kuhilela ukuthola imvume efanele yokuqoqwa kwedatha, ukuba sobala mayelana nokusetshenziswa kwedatha, kanye nokusebenzisa izinyathelo zokuphepha eziqinile zokuvikela idatha ekuphulweni kwayo.
2. Ikhwalithi Yedatha Nokuhlanganiswa
Ukusebenza kahle kokumaketha okuqhutshwa idatha kuncike kakhulu kwikhwalithi yedatha esetshenziswayo. Idatha enganembile, engaphelele, noma ephelelwe yisikhathi ingaholela emizamweni yokumaketha engalungile. Ukuqinisekisa ukunemba kwedatha kanye nokuvumelana kwayo kudinga izinqubo eziqhubekayo zokuhlanzwa kwedatha kanye nokuqinisekiswa.
Ngaphezu kwalokho, ukuhlanganisa idatha evela emithonjeni ehlukahlukene (njengezinhlelo ze-CRM, ukuhlaziywa kwewebhu, kanye nezinkundla zokuxhumana) kungaba nzima. Abamakethi badinga ukusungula ukuhlanganiswa kwedatha okungenazinkinga ukuze bathole umbono ophelele wohambo lwamakhasimende.
3. Izikhala Zekhono
Ukusebenzisa ukumaketha okusekelwe kudatha kudinga ubuchwepheshe ekuhlaziyeni idatha, ekuchazeni nasekusebenziseni. Amaqembu amaningi okumaketha angase angabi nalawa makhono, okudinga ukuqashwa kososayensi bedatha noma ukuthuthukiswa kwamakhono kwabasebenzi bamanje. Ukuvala leli gebe lamakhono kubalulekile ukuze kusetshenziswe ngokugcwele amandla okumaketha okusekelwe kudatha.
4. Ivolumu Yedatha Eningi Kakhulu
Ubuningi bedatha etholakalayo bungaba nzima kakhulu. Ukunquma ukuthi iyiphi idatha efanele futhi engasetshenziswa kuyinselele enkulu. Abakhangisi kumele batshale imali kumathuluzi okuhlaziya athuthukile kanye nobuchwepheshe obungashintsha ngokusebenzisa amasethi edatha amakhulu futhi bakhiphe ukuqonda okunengqondo.
Amathemba Esikhathi Esizayo Okumaketha Okuqhutshwa Yidatha
Ikusasa lokumaketha okusekelwe kudatha libukeka lithembisa, kanti kulindeleke ukuthi kube nezitayela eziningana ezizobumba isimo sendawo.
1. I-Artificial Intelligence kanye Nokufunda Ngomshini
Ubuhlakani Bokwenziwa (AI) kanye nokufunda komshini (ML) zilungele ukuthatha ukumaketha okuqhutshwa idatha kuyise ezingeni elilandelayo. Lobu buchwepheshe bungahlaziya idatha eningi ngesivinini esingakaze sibonwe, kusize abathengisi ukuthi bathole ukuqonda okujulile futhi babikezele izitayela zesikhathi esizayo.
Ama-chatbot asebenzisa i-AI, isibonelo, angathuthukisa ukusebenzisana kwamakhasimende ngokunikeza izincomo ezenziwe ngezifiso kanye nezimpendulo ezisheshayo. Ukuhlaziya okubikezelayo kungasiza futhi abathengisi ukuthi balindele izidingo zamakhasimende kanye nokuziphatha, okuvumela amasu okumaketha asebenzayo.
2. Hyper-Persalization
Umqondo wokwenza kube ngokwakho uguqukela ekubeni ukwenza kube ngokwakho ngokweqile, lapho imizamo yokumaketha ihlelwe ngokwezidingo zomuntu kanye nezintandokazi zakhe ngesikhathi sangempela. Ngokusebenzisa i-AI kanye nedatha yesikhathi sangempela, abathengisi bangaletha okuqukethwe kanye nezipesheli ezifanele kakhulu umongo ohlukile wekhasimende ngalinye.
3. Ukusebenzisana Kwedatha
Ukubambisana kanye nokwabelana ngedatha phakathi kwamabhizinisi kungaholela ekuqondeni okubanzi kwamakhasimende. Isibonelo, umkhiqizo wokuthengisa ungase ubambisane nesikhungo sezezimali ukuze uqonde kangcono amaphethini okuthenga kanye nokuziphatha kwamakhasimende. Ukubambisana kwedatha yokuziphatha, okwenziwa ngemvume efanele kanye nokucabangela ubumfihlo, kungavula amathuba amasha okumaketha okuqhutshwa idatha.
4. Okuhlangenwe nakho Kwekhasimende Okuthuthukisiwe
Ekugcineni, umgomo wokumaketha okusekelwe kudatha ukuthuthukisa ulwazi lwamakhasimende. Njengoba ubuchwepheshe buqhubeka nokukhula, abathengisi bazoba namathuluzi ayinkimbinkimbi kakhulu abawasebenzisayo ukudala ukuxhumana okungenamthungo, okuhehayo, nokwenziwe ngokwezifiso. Lokhu kugxila kokuhlangenwe nakho kuzothuthukisa ukwethembeka komkhiqizo kanye nokwaneliseka kwamakhasimende.
Isiphetho
Ukumaketha okuqhutshwa idatha kushintshe indlela amabhizinisi asebenzisana ngayo namakhasimende awo. Ngokusebenzisa ukuqonda kwedatha, abathengisi bangakha imikhankaso eqondiswe kakhulu, eyenzelwe umuntu ngamunye, futhi ephumelelayo eletha imiphumela engcono. Kodwa-ke, lolu hambo alunazo izinselelo zalo, kusukela ezinkingeni zobumfihlo bedatha kuya ekusweleni kwamakhono.
Njengoba siqhubekela phambili, ukuhlanganiswa kobuchwepheshe obuthuthukisiwe njenge-AI kanye ne-Machine Learning kuzothuthukisa kakhulu umthelela wokumaketha okuqhutshwa idatha. Ngokuhlala uqaphile ngekhwalithi yedatha kanye nobumfihlo, kanye nokuzivumelanisa njalo nezitayela namathuluzi amasha, amabhizinisi angasebenzisa amandla aphelele okumaketha okuqhutshwa idatha ukuze ahlale phambili kunomncintiswano futhi adale okuhlangenwe nakho kwamakhasimende okunenjongo.
