Ukusetshenziswa Kwezibalo Ekukhangiseni: Ukuhlela Impumelelo
Ebhizinisini, ukumaketha kudlala indima ebalulekile ekukhuthazeni ukukhula, ekukhuthazeni ukwethembeka komkhiqizo, nasekuthuthukiseni ukuzibandakanya kwamakhasimende. Kodwa-ke, ukumaketha ngaphandle kwedatha eyanele kungavame ukuzwakala njengokuciba imicibisholo ebumnyameni. Yilapho ukusetshenziswa kwezibalo kungena khona, okuvumela abathengisi ukuthi benze izinqumo ezinolwazi, balinganise imiphumela, futhi bathuthukise amasu. Lesi sihloko sizohlola izindlela ezahlukene ezisetshenziswa ngazo izibalo ekumaketheni, siqhube impumelelo endaweni yemakethe ehlala ishintsha.
Ukuqonda Ukuziphatha Kwekhasimende
Enye yezindlela eziyinhloko zokusebenzisa izibalo ekukhangiseni ukuqonda ukuziphatha kwamakhasimende. Ngokuhlaziya idatha mayelana namaphethini okuthenga, ukuchofoza amawebhusayithi, ukusebenzisana kwezinkundla zokuxhumana, nokuningi, abathengisi bangathola ukuqonda okubalulekile ngalokho okuqhuba izenzo zabathengi. Isibonelo, izindlela zezibalo ezifana nokuhlaziywa kokuhlehla zingasiza ekuboneni izici ezithonya kakhulu izinqumo zokuthenga. Lokhu, kuvumela amabhizinisi ukuthi ahlele amasu awo okumaketha ukuze ahlangabezane kangcono nezidingo kanye nezintandokazi zezilaleli zawo eziqondiwe.
Ukuhlukaniswa Kwemakethe
Ukuhlukaniswa kwemakethe kuhilela ukuhlukanisa imakethe eqondiwe ibe amaqembu ahlukene abathengi abanezidingo, izici, noma ukuziphatha okuhlukile. Amasu ezibalo njengokuhlaziywa kweqembu kanye nokuhlaziywa kwezinto avame ukusetshenziswa ukuhlonza lezi zigaba. Ngokuhlukanisa imakethe, izinkampani zingakha imikhankaso yokumaketha eyenzelwe wena futhi ephumelelayo. Isibonelo, umthengisi wezingubo angasebenzisa ukuhlukaniswa ukuhlonza amaqembu amakhasimende ahlukene ngokusekelwe eminyakeni, indawo, kanye nemikhuba yokuthenga, bese evumelanisa imiyalezo yokumaketha kanye nokukhushulwa eqenjini ngalinye ngokufanele.
Ukuqagela Ukuhlaziya
Ukuhlaziya okubikezelayo kusebenzisa idatha yomlando ukwenza izibikezelo ezinolwazi mayelana nemicimbi yesikhathi esizayo. Ekukhangiseni, ukuhlaziya okubikezelayo kungasetshenziswa ukubikezela izitayela zokuthengisa, inani lempilo yamakhasimende, ngisho nempumelelo yemikhankaso ezayo. Amasu afana nokuhlaziywa kochungechunge lwesikhathi kanye nama-algorithms okufunda komshini avame ukusetshenziswa ngale njongo. Isibonelo, inkampani ye-e-commerce ingasebenzisa ukuhlaziya okubikezelayo ukulinganisa ukwanda okungenzeka kokuthengisa ngesikhathi samaholide ngokusekelwe kudatha yeminyaka edlule, okubenza bakwazi ukuhlela imizamo yokusungula izinto kanye nokumaketha ngempumelelo enkulu.
Ukuhlolwa kwe-A / B
Ukuhlolwa kwe-A/B, noma ukuhlolwa okuhlukanisiwe, kuyindlela yezibalo esetshenziswa ukuqhathanisa izinguqulo ezimbili zempahla yokumaketha ukuze kunqunywe ukuthi iyiphi esebenza kangcono. Kuhilela ukwabela ngokungahleliwe izinguqulo ezahlukene zempahla (njenge-imeyili, ikhasi lewebhu, noma isikhangiso) ezingxenyeni ezahlukene zezilaleli nokuhlaziya imiphumela ngezibalo ukuze kubonwe ukuthi iyiphi inguqulo eveza imiphumela engcono. Isibonelo, inkampani ingasebenzisa ukuhlolwa kwe-A/B ukuqhathanisa imigqa emibili ehlukene yezihloko zomkhankaso we-imeyili ukuze kubonwe ukuthi iyiphi ekhiqiza izinga eliphezulu lokuvuleka. Ukuhlaziywa kwezibalo kusiza abathengisi ukuthi benze izinqumo eziqhutshwa idatha ngokuthi yiziphi izinto okufanele bazisebenzise emikhankasweni yabo.
Ukwaneliseka Kwekhasimende kanye Nempendulo
Impendulo yamakhasimende iyisici esibalulekile sanoma yiliphi isu lokumaketha eliphumelelayo. Ukuhlaziywa kwezibalo zokuhlola ukwaneliseka kwamakhasimende, ukubuyekezwa, kanye nempendulo kunganikeza ukuqonda okubalulekile ezindaweni zokuthuthukisa kanye namathuba okukhula. Amasu anjengokuhlaziywa kwemizwa kanye ne-Net Promoter Score (NPS) avame ukusetshenziswa ukukala amazinga okwaneliseka kwamakhasimende. Ngokuhlaziya lolu lwazi, izinkampani zingabona izitayela, zikhombe izindawo ezikhathazayo, futhi zithuthukise amasu okuthuthukisa ulwazi lwamakhasimende.
Ukuhlaziywa Kokumaketha Kwedijithali
Esikhathini sedijithali, ukumaketha kuye kwanda kakhulu kuqhutshwa idatha, kunezinhlobo eziningi zezilinganiso ezitholakalayo zokulandelela nokuhlaziya imisebenzi eku-inthanethi. Izibalo zidlala indima ebalulekile ekuhlaziyweni kokumaketha kwedijithali, kusiza amabhizinisi ukukala ithrafikhi yewebhusayithi, amazinga okuguqulwa, amazinga okuchofoza (i-CTR), amazinga okuzibandakanya, nokuningi. Amathuluzi afana ne-Google Analytics ahlinzeka ngemininingwane eminingi yezibalo engasetshenziswa ukwenza ngcono imizamo yokumaketha kwedijithali. Isibonelo, ngokuhlaziya idatha yethrafikhi yewebhusayithi, abathengisi bangabona ukuthi yimaphi amakhasi anezinga eliphezulu kakhulu lokwenyuka futhi bathathe izinyathelo zokuthuthukisa okuqukethwe kanye nolwazi lomsebenzisi kulawo makhasi.
Isilinganiso se-ROI
Esinye sezici ezibaluleke kakhulu zokumaketha ukulinganisa imbuyiselo ekutshalweni kwezimali (i-ROI) yemikhankaso nezinhlelo ezahlukahlukene. Ngaphandle kokuhlaziywa kwezibalo, kuyinselele ukunquma ukusebenza kahle kwemizamo yokumaketha nokwenza izinqumo ezisekelwe kudatha mayelana nokutshalwa kwezimali kwesikhathi esizayo. Amasu anjengokuhlaziywa kwezindleko-inzuzo kanye nokuhlaziywa kwezilinganiso zokusebenza avame ukusetshenziswa ukubala i-ROI. Ngokuhlaziya izindleko nezinzuzo ezihambisana nemisebenzi ehlukene yokumaketha, izinkampani zingabela izinsiza ngempumelelo futhi zigxile emasu aletha imbuyiselo ephezulu kakhulu.
I-Social Media Analytics
Amapulatifomu ezokuxhumana nabantu asephenduke amathuluzi okumaketha anamandla, futhi ukuhlaziywa kwezibalo kubalulekile ekusebenziseni amandla awo. Ukuhlaziywa kwezokuxhumana nabantu kuhilela ukuqoqa nokuhlaziya idatha kusuka kumapulatifomu afana ne-Facebook, i-Twitter, i-Instagram, ne-LinkedIn ukuqonda ukuziphatha kwezilaleli, ukulandelela ukusebenza komkhankaso, kanye nokukala ukuzibandakanya. Amasu afana nokuhlaziywa kwemizwa kanye nokuhlaziywa kwenethiwekhi yokuxhumana nabantu anganikeza ukuqonda okujulile ngomthelela wemizamo yezokuxhumana nabantu. Isibonelo, ngokuhlaziya izilinganiso zokuzibandakanya ezifana nokuthandwa, ukwabelana, kanye nokuphawula, amabhizinisi angalinganisa ukusebenza kokuqukethwe kwawo futhi athole izitayela ezithinta izilaleli zawo.
Ukwenza kube ngokwakho kanye nezinhlelo zokuncoma
Ukwenza kube ngokwakho kube yinto ebalulekile ekuqhubekiseni ukumaketha okuphumelelayo, futhi izibalo zidlala indima ebalulekile ekudaleni okuhlangenwe nakho okwenziwe ngokwezifiso kumakhasimende. Izinhlelo zokuncoma, eziqhutshwa yi-algorithms yokufunda komshini, zisebenzisa amasu ezibalo ukuhlaziya idatha yamakhasimende nokunikeza izincomo zomkhiqizo ezenziwe ngokwezifiso. Isibonelo, amapulatifomu e-commerce njenge-Amazon asebenzisa ukuhlunga ngokubambisana nokuhlunga okusekelwe kokuqukethwe ukuphakamisa imikhiqizo ngokusekelwe ekuziphatheni nasekuthandeni kwamakhasimende kwangaphambilini. Ngokusebenzisa ukuhlaziywa kwezibalo, izinkampani zingaletha imiyalezo yokumaketha efaneleka kakhulu neyomuntu siqu, zithuthukise ulwazi lwamakhasimende oluphelele futhi ziqhube amazinga aphezulu okuguqulwa.
Ukusebenziseka Komkhankaso
Izibalo ziyisisekelo sokwenza ngcono imikhankaso yokumaketha ukuze kube nomthelela omkhulu. Ngokuqapha okuqhubekayo nokuhlaziya ukusebenza komkhankaso, abathengisi bangabona ukuthi yini esebenzayo nokuthi yini engasebenzi, okubavumela ukuthi benze izinguquko zesikhathi sangempela. Amasu afana nokuhlolwa kwe-multivariate kanye nokumodela impendulo kungasiza ekwenzeni ngcono izakhi ezahlukene zomkhankaso, kufaka phakathi ukudala izikhangiso, amapharamitha okuqondisa, kanye nesikhathi. Isibonelo, ngokuhlaziya ukusebenza kwabakhiqizi bezikhangiso abahlukene emkhankasweni wokukhangisa wedijithali, abathengisi bangabona izakhi ezisebenza kahle kakhulu futhi babele izinsiza ngokufanele.
Isiphetho
Ezweni lanamuhla eliqhutshwa idatha, ukusetshenziswa kwezibalo ekukhangiseni akusekho ukukhetha; kuyisidingo samabhizinisi afuna ukuthola ithuba lokuncintisana. Kusukela ekuqondeni ukuziphatha kwamakhasimende kanye nokuhlukaniswa kwemakethe kuya ekuhlaziyeni okubikezelayo, ukuhlolwa kwe-A/B, kanye nokulinganiswa kwe-ROI, ukuhlaziywa kwezibalo kunikeza ukuqonda okudingekayo ukwenza izinqumo ezinolwazi kanye nokuqhuba impumelelo yokumaketha. Ngokusebenzisa amandla ezibalo, abathengisi bangathuthukisa amasu abo, bathuthukise okuhlangenwe nakho kwamakhasimende, futhi ekugcineni bafinyelele imiphumela engcono yebhizinisi. Njengoba ubuchwepheshe buqhubeka nokukhula, indima yezibalo ekukhangiseni izoba yinto ebaluleke kakhulu, ivumele amabhizinisi ukuthi abhekane nobunzima bemakethe futhi ahlale phambili.
