Takeaways (Takeaways) kunbabaw
Sumanikɛcogo kelen si tɛ se ka ɲininkaliw bɛɛ jaabi bi jago ɲɛmɔgɔw bɛ minnu sɔrɔ. Layidu talen min bɛ baarakɛminɛn caman fara ɲɔgɔn kan, o de ka kan.
Gɛlɛya min bɛ jago siratigɛ la, o ye sigicogo ye : a bɛ juru di touchpoints ma nka a tɛ se ka sababuya jira. A bɛ baara kɛ ka ɲɛ taktikaw ɲɛnabɔli la, a tɛ baara kɛ ni fɛɛrɛtigɛ latigɛw ye.
Markatɛri ɲagaminen modɛli bɛ nafa danmadɔw ni kanal saturasiyɔn jira, o bɛ dɛmɛ don ka baarakɛnafolo tilacogo kuntaalajan ɲɛminɛ.
Dɔ farali sɛgɛsɛgɛli ye fɛɛrɛ ye min bɛ se ka da a kan kosɛbɛ walasa k’a dɔn ni jago baara ye kɔlɔlɔw da tiɲɛ na, sanni ka ɲinini minɛ min tun bɛ yen kaban.
Ni sumanikɛjɛkuluw labɛnna ka kɛ tutigɛbagaw, sigibagaw ani labɛnbagaw ye, o b’a to baara suguya kelen-kelen bɛɛ bɛ sariya ɲumanw sɔrɔ ani ka latigɛ teliya.
Jago ɲɛmɔgɔ fanba b’a dɔn kosɛbɛ jago siratigɛ la : i bɛ ni dakunw ye minnu falen bɛ kunnafonidilanw na, nka jatew t’a jaabi ni dannaya ye ko waridon minnu bɛ ka bonya bila sen kan tiɲɛ na. O hakilina ye ka baarakɛminɛn ɲuman ɲini, modeli hakilitigi, walima attribution system min bɛ tiɲɛ kosɛbɛ. Nka jɛkulu minnu bɛ sumani sɔrɔ ka ɲɛ, olu tɛmɛna o hakilina in kan.
U ye tiɲɛ sɔrɔyɔrɔ kelen ɲinini dabila. Gɛlɛya min bɛ jago siratigɛ la, o ye gɛlɛyaba dɔ ye: bi jago sigidaw ka gɛlɛn kojugu, fɛɛrɛ kelen tɛ se ka fɛn bɛɛ datugu. Sɔrɔli bɛ kɛ plateforme caman kan, sannikɛlaw ka taamaw bɛ tila-tila kojugu, wa danbe caman yeli ye taamasiyɛn caman tiɲɛ walasa baarakɛminɛn kelen si tɛ se ka ja dafalen di.
Min bɛ baara kɛ o nɔ na, o ye taabolo ye min bɛ kɛ ni layɛrɛ ye. Sumanikɛcogo suguya wɛrɛw bɛ ɲininkali suguya wɛrɛw jaabi, wa jɛkulu minnu bɛ bonya kosɛbɛ, olu b’u fara ɲɔgɔn kan ni laɲini ye. Markatɛri ɲagaminen modɛli bɛ baarakɛnafolo tilacogo fɛɛrɛw ɲɛminɛ. Dɔ farali sɛgɛsɛgɛli bɛ a jira ko baara kɛrɛnkɛrɛnnen dɔ de kɛra sababu ye ka nɔ dɔ sɔrɔ. Plateforme data bɛ don o don kanpaɲi ɲɛnabɔli ɲɛnabɔ. U kelen-kelen bɛɛ jɔyɔrɔ ɲɛfɔlen don. U si tɛ baara kɛ i n’a fɔ fɛɛrɛ min bɛ a yɛrɛ la.
Nin ye yɔrɔ filanan ye min bɛ tilayɔrɔba saba kɔnɔ, min bɛ kuma bi jago sumani kan. Yɔrɔ fɔlɔ ye sɛgɛsɛgɛli kɛ mun na laadala jateminɛw i n’a fɔ sirako, jatebɔ, ani ROAS, olu bɛ ka da u kan kosɛbɛ. Nin yɔrɔ in bɛ sumanikɛcogo dɔ jɔcogo ɲɛfɔ min bɛ bonya latigɛw dɛmɛ tiɲɛ na.
Mun na Sumanikɛcogo kelen tɛ baara kɛ tugun
Ekipu fanba bɛ u jigi da nizɛri jago attribution baarakɛminɛnw kan, olu jɔra sigida wɛrɛ kama. U ye baara kɛ ka ɲɛ ni baarakɛlaw ka taamaw tun bɛ kɛ ɲɔgɔn fɛ, kukisɛw tun bɛ tugu ɲɔgɔn kɔ ni dannaya ye kalansenw kɔnɔ, wa sɔrɔli fanba kɛra siraw fɛ minnu sɛbɛnni ka nɔgɔn. O sigida tɛ yen tugun.
Bi, sannikɛla bɛ se ka fɛn dɔ sɔrɔ min bɛ wele ko AI ka jaabi dɔ sababu fɛ, ka ɲinini kɛ o kan YouTube kan, ka baro kɛ o kan a yɛrɛ ka cikan dilancogo dɔ kɔnɔ, ka fɛn dɔ sɛmɛntiya fɛntigi ɲinini fɛ dɔgɔkun saba o kɔfɛ. Attribution system bɛ touchpoint laban jate. Kanal minnu ye desizɔn in cogoya tiɲɛ na, olu bɛ fɛn caman sɔrɔ walima u tɛ foyi sɔrɔ.
O de ye jɔli gɛlɛya jɔnjɔn ye. Markatɛriw ka fɛnw jiracogo misaliw dabɔra ka juru di, u ma dabɔ sababu sigili la. Hali ni fɛn caman bɛ se ka maga fɛn caman na, olu bɛ baara kɛ hali bi o dantigɛli jɔnjɔn kelen kɔnɔ: u bɛ se k’a jira ko magali yɔrɔ minnu kɛra ka kɔn fɛn caman tigɛli ɲɛ, nka u tɛ se k’a jira ko n’u si bɔra yen, o tun bɛna a kɔlɔlɔ Changé.
Jɛkulu minnu ka bonya ka bon, olu ye min dɔn, o ye ko sumanikɛlan suguya wɛrɛw bɛ ɲininkali suguya wɛrɛw jaabi. Attribution modeling jaabiw: touchpoint jumɛnw tun bɛ yen ka kɔn fɛn caman tigɛli ɲɛ? Markatɛri ɲagaminen modeli jaabiw : nafa danmadɔw barika ka bon yɔrɔ jumɛnw na siraw bɛɛ kɔnɔ waati kɔnɔ? Dɔ farali sɛgɛsɛgɛli jaabiw: yala nin baara kɛrɛnkɛrɛnnen in ye kɔlɔlɔw Changé tiɲɛ na wa?
Ɲininkali kelen-kelen bɛɛ nafa ka bon. U kelen-kelen bɛɛ bɛ fɛɛrɛ wɛrɛ de wajibiya. NP Digital ka ɲininiw y’a jira ko sugutigi minnu ka bonya ka bon, olu kɛmɛsarada la, 90 bɛ dɔ farali sɛgɛsɛgɛli bila jɔyɔrɔ fɔlɔ la, kɛmɛsarada la 61 bɛ baara kɛ ni attribution modeling ye, ani kɛmɛsarada la 42 bɛ baara kɛ ni marketing mix modeling ye. Ekipu minnu bɛ baara kɛ kosɛbɛ, olu bɛ baara kɛ ni o saba bɛɛ ye, ka girinya ni desizɔn min bɛ u bolo.
Marketing Mix Modeling (Marketing Mix Modeling) i n’a fɔ ɲɛminɛni fɛɛrɛ
Markatɛri ɲagaminen modeli, walima MMM, bɛ fɛɛrɛ wɛrɛ ta sumanikɛcogo la ka tɛmɛ attribution kan. Sani a ka baarakɛla kelen-kelen bɛɛ ka taamaw nɔfɛtaama, a bɛ baara kɛ ni tariku kunnafoniw lajɛlenw ye walasa ka jɛɲɔgɔnya misali kɛ jago musakaw ni jago sɔrɔtaw cɛ siraw bɛɛ kɔnɔ waati kɔnɔ. O kɔlɔlɔ ye segin-ka-bɔnyew ye minnu bɛ sɔrɔ dankan na, attribution systems tɛ se ka minnu di.
MMM nafa ka bon kosɛbɛ walasa k’a dɔn yɔrɔ min na dɔrɔmɛ faralen kelen-kelen bɛɛ bɛ musaka kɛ yɔrɔ min na akanal bɛ nafa dɔgɔyali lase. Kanal min bɛ boli ROAS ɲagaminen barikama na, o bɛ se ka kɛ i n’a fɔ a bɛ baara kɛ kosɛbɛ dashboard kɔnɔ k’a sɔrɔ a ka baarakɛnafolo kɛmɛsarada la 30 laban bɛ ka dɔ fara sɔrɔko kan min tɛ jate. MMM bɛ o baarakɛbaliya in surface. A bɛ dɛmɛ fana ka siraw cɛtigɛ nɔw dɔn, i n’a fɔ wideyo walima marka wari bilali sanfɛla la, o bɛ nɔ bila fɛn caman tigɛli hakɛ la cogo min na ɲinini saralen na duguma.
Ka ɲɛsin baarakɛnafolo tilacogo fɛɛrɛw ma, o b’a to MMM bɛ kɛ baarakɛminɛn ye min bɛ se ka da a kan kosɛbɛ. A t’a ɲini ka baarakɛlaw ka tugu-tugu ɲɔgɔn kɔ, o kɔrɔ ye ko mɔgɔ dogolenw caman cili ani cookie tiɲɛni tɛ a ka tiɲɛni tiɲɛ i n’a fɔ u bɛ kɛ cogo min na attribution (daɲɛw jiracogo) la. MMM boli minnu bɛ kɛ kalo saba o kalo saba, olu bɛ se ka baarakɛnafolo kuntaalajan latigɛw ɲɛ ka taa a fɛ tuma bɛɛ hali ni don o don attribution signals bɛ mankan bɔ.
MMM bɛ dan lakika sɔrɔ tiɲɛ na. A bɛ kɛlɛ kɛ walasa ka sanfɛla-funɛri taamasiyɛn jɔli hakɛ jateminɛ ka ɲɛ, bawo, waati min bɛ taamasiyɛn hakilina ni jiginɛ jiginni cɛ, o ka jan kojugu, wa a tɛ ɲɛ kosɛbɛ, tariku jɛɲɔgɔnyaw tɛ se ka minɛ saniya la. Jɛkulu minnu bɛ baara kɛ ni MMM ye walasa ka fɛɛrɛw bilasirali kɛ k’a sɔrɔ u bɛ dɔ fara a kan ni taamasiyɛnw nɔfɛtaama ni faamuyali kalanw ye, olu bɛ ja dafalen sɔrɔ kosɛbɛ.
dɔ farali sɛgɛsɛgɛli i n' a fɔ sababuya motɛri
Ni MMM bɛ fɛɛrɛ tigɛcogo di, dɔ farali sɛgɛsɛgɛli bɛ sababuya dalilu di. A bɛ ɲininkali min jaabi, o ye kɛrɛnkɛrɛnnenya la: yala nin kɔlɔlɔ in tun bɛna kɛ ni nin jago baara in tun ma kɛ wa? O ye ɲininkali ye min ni attribution models bɛ min ɲininka, o tɛ kelen ye kosɛbɛ, wa jaabi nafa ka bon kosɛbɛ walasa ka a latigɛ i bɛna wari bila yɔrɔ min na.
Dɔ farali fɛɛrɛ minnu ka teli ka kɛ, olu ye geo experiments, holdout tests, ani kanpaɲi lafiɲɛbɔw ye. Jiko kɔlɔsili la, dugukolo suguya minnu bɛ bɛn ɲɔgɔn ma, olu bɛ dɔn, ka musakaw bali kulu dɔ la k’a sɔrɔ u bɛ mara kulu wɛrɛ kɔnɔ. Danfara min bɛ sɔrɔw la kulu fila ninnu cɛ, o bɛ sababuya wulicogo bɔ jago baara la. Holdout tests bɛ o hakilina kelen de waleya lamɛnnikɛlaw ka seko la. Kanpaɲi jɔli, hali n’a ka gɛlɛn, o fana bɛ se k’a jira ni a nɔfɛkow bɛ dɔgɔya ni musaka jɔra.
Ekipu minnu bɛ Amazon attribution walima sugu la sumanikɛlan wɛrɛw kɛ, dɔ farali sɛgɛsɛgɛli nafa ka bon kɛrɛnkɛrɛnnenya la bawo fɛn caman tigɛli minnu bɛ fɔ plateforme fɛ, olu ka teli ka ɲininiw jira minnu tun bɛ yen kaban sanni ka kanpaɲi dabɔlen ɲini.
NP Nizɛri ɲininiw tugu-tugu ɲɔgɔn kɔ fɛn caman tigɛli ni fɛn caman tigɛli la siraw kan, olu ye danfara kɔrɔw sɔrɔ a bɛ se ka kɛ ko bɛɛ la. Organic social y’a jira ko kɛmɛsarada la 13 bɛ wuli ka taa a fɛ ka tɛmɛ kɛmɛsarada la 3 kan min bɛ tali kɛ wuli la. Sosiyete saralen y’a jira ko 17% farala ɲɔgɔn kan ka kɛɲɛ ni kɛmɛsarada la 24 ye, o b’a jira ko attribution tun bɛ ka o kanal bonya ka tɛmɛ. O danfara ninnu bɛ nɔ bila baarakɛnafolo ka kan ka taa yɔrɔ min na, wa u tɛ ye ni dɔ farali sɛgɛsɛgɛli ma kɛ.
Dɔ farali sɛgɛsɛgɛli bɛ labɛnni ni kunnafonidilan saniyalenw de wajibiya, nka a tɛ baarakɛnafoloba de wajibiya. Hali geo holdout kelen min dilannen don koɲuman siraba dɔ kan, o bɛ hakilina dafalen di sababuya nɔfɛko kan ka tɛmɛ kalo caman kɔnɔ attribution reporting kan.
Plateforme Donanw nafa ka bon hali bi, nka Optimisation dɔrɔn de kama
Plateforme dashboard minnu bɛ bɔ Google, Meta ani piblisite plateforme wɛrɛw la, olu nafa ka bon hali bi, nka u jɔyɔrɔ ka dɔgɔ ka tɛmɛ ekipu fanba b’a furakɛ cogo min na. Attribution blind spots minnu jɔlen bɛ plateforme reporting kɔnɔ, olu ye structurel ye, u tɛ accidental ye. Plateformew dabɔra walasa ka kanpaɲi baara kɛcogo ɲɛ u yɛrɛ ka ɲɛnamaya kɛcogo kɔnɔ. U ma dabɔ k’a fɔ i ye n’o kɛcogo ye i ka jago Changé.
Don o don latigɛw kama, plateforme data ye baarakɛminɛn ɲuman ye. Musaka kɛli ka kɛɲɛ ni baarakɛnafolo ye, ka sɔngɔko ladilan ka da baarakɛcogo taamasiɲɛw kan, ka daɲɛw sɛgɛn dɔn, ani ka fɛnw lasecogo koɲɛw sɛgɛsɛgɛ, o bɛɛ bɛ tali kɛ plateforme (jɔyɔrɔ) jateminɛw de la. Olu ye baarakɛcogo latigɛw ye, wa plateforme data bɛ u ɲɛnabɔ ka ɲɛ.
Plateforme data bɛ kɛ yɔrɔ min na, dannaya tɛ se ka da min kan, o ye desizɔnw ye minnu bɛ kɛ ni fɛɛrɛ ye. Algoritmɛw bɛ ɲɛtaa kɛ ka ɲɛsin baarakɛlaw ma minnu ka teli ka fɛn caman sɛmɛntiya, o kɔrɔ ye k’u bɛ ɲininiw minɛcogo fɛ cogo labɛnnen na ka tɛmɛ ɲininiw dabɔli kan. ROAS hakɛ caman min bɛ plateforme dashboard kɔnɔ, o bɛ se ka kɛ algorisimu ɲuman jira, a tɛ se ka kɛ feereli nafama ye.
NP Digital ka ɲininiw y’a jira ko fɛn minnu tɛ jate fɛn ye, olu bɛ jagokɛla misɛnninw musaka kɛmɛsarada la 19,4 bɔ piblisite musakaw la, sugu cɛmancɛ tɔnw bɛ kɛmɛsarada la 11,5 musaka bɔ, ani baarakɛda ka taamasiyɛnw musaka bɛ kɛ kɛmɛsarada la 7,7 ye. O musaka tiɲɛnen in tɛ ye kosɛbɛ plateforme (jɔyɔrɔ) kunnafonidi la bawo plateforme (jɔyɔrɔ) ninnu tɛ dusu don u kɔnɔ k’a bɔ kɛnɛ kan.
Ladilikan waleyali ye ka baara kɛ ni plateforme metrics ye u ye min ye: tactical steering, a tɛ strategic truth ye.
Tutigɛbaga–Sigibaga–Labɛnbaga sumanikɛlanModeli ye
Sumanikɛlan layɛrɛw jɔli tɛ fɛɛrɛko gɛlɛya dɔrɔn ye. O ye jɛkulu ta ye. Jɔrɔ saba bɛ yen minnu tɛ kelen ye, sumanikɛlan ɲuman bɛɛ mago bɛ minnu na: tutigɛbagaw, sigibagaw ani bolodabagaw.
Tutigɛbagaw bɛ baara kɛ fɛn minnu bɛ se ka suman sisan, olu dancɛw la. U bɛ dɔ farali kɔlɔsiliw kɛ, ka feereli ɲagaminen misali fɔlɔw jɔ, ka geo holdouts kɔrɔbɔ, ani ka degun-sɛgɛsɛgɛli miiriliw kɛ minnu bɛ se ka kɛ tugun. U ka baara tɛ sigiyɔrɔ sɔrɔ u dabɔcogo fɛ. Tutigɛbagaw tɛ dannaya di; u bɛ ɲɛminɛni di. Ni an y’u minɛ jateminɛ dannaya sariya kelenw na ni baarakɛcogo lakalicogo ye, o bɛna nin baara in jɔ sani a ka nafa lase.
Sigidamɔgɔw bɛ fɛn min bɛ Bɔ kɔrɔbɔli la, o b’o Tà k’o Kɛ walew ye minnu bɛ Se ka Segin-segin. U bɛ misaliw nɔgɔya, ka miiriliw gɛlɛya, ka hakilinaw siri ɲɔgɔn na ka segin bolodacogo latigɛw kan. O yɔrɔ de la MMM boli fɔlɔw bɛ kɔgɔ ka kɛ tulonkɛ gafew ye, ani yɔrɔ min na dɔ farali sɛgɛsɛgɛli jaabiw bɛ kɛ karamɔgɔya jɛkuluw bɛ se ka baara kɛ ni minnu ye tuma bɛɛ. Sigidalamɔgɔw bɛ dannaya sabati u kɛtɔ ka ɲɛsin hakilinaw baaracogo ma ka kɛ sistɛmuw ye minnu bɛ se ka boli tiɲɛ na.
Labɛnbagaw bɛ don o don baara kɛtaw to sen na. U bɛ u jigi da plateforme data kan, attribution signals, ani conversion mechanics kan walasa ka musakaw ɲɛnabɔ waati yɛrɛ la. O layɛrɛ in ye wajibi ye; ni o tɛ, fagali bɛ bin. Nka a man kan ka ɲini bolodabagaw fɛ u ka bonya kuntaalajan ɲɛfɔ walima ka sigicogo caman sɛgɛsɛgɛ baarakɛcogo la. U sinsinnen bɛ baarakɛcogo ɲuman kan kanal dantigɛliw kɔnɔ.
Jɛkulu fanba bɛ bin dɛsɛ cogo min na, o ye ka dannaya sariyakolow waleya minnu bɛ kɛ tutigɛbagaya siratigɛ la. Ka jatebɔ dannaya kɛmɛsarada la 95 ɲini ka bɔ kɔrɔbɔliw la minnu mago bɛ waati la walasa ka labɛn, o bɛ garanti di ko foyi kura tɛ jɔ. Modeli min bɛ ni sirako dannaya ye kɛmɛsarada la 60, n’a farala ɲɔgɔn kan ni iterasiyɔn teliya ye, o bɛ baara kɛ tuma bɛɛ ka tɛmɛ jaabi dafalen kan min bɛ se kɔfɛ tilancɛ la.
Baarakɛda minnu ka bonya ka bon, olu bɛ sumanikɛlanw tila cogo min na
NP Nizɛri ɲininiw nɔfɛtaama sumani kɛcogo minnu bɛ kɛ Kanada maraw kɔnɔ, olu ye danfara jɛlen sɔrɔ jɛkulu cɛmancɛw ni minnu ka bonya ka bon. Ekipu cɛmancɛw b’u ka sumani fanga kɛmɛsarada la 65 ɲɔgɔn di plateforme dashboards ma, ka kɛmɛsarada la 25 di attribution tools ma, o bɛ yɔrɔ caman to fɛɛrɛ wɛrɛw la minnu bɛ se ka kɛ fɛɛrɛ ye.
Marka minnu bɛ bonya kosɛbɛ, n’u ka san kɔnɔ kunnafonidilaw ka wari bɛ tɛmɛ dɔrɔmɛ 750.000 kan, olu ɲɛ tɛ kelen ye cogo kɔrɔ la. Plateforme dashboard jigi bɛ jigin ka se kɛmɛsarada la 45 ɲɔgɔn ma. Attribution baarakɛminɛnw baara bɛ Dɔgɔya ka Se kɛmɛsarada la 15 ma. MMM bɛ bonya ka bɔ kɛmɛsarada la 5 la ka se kɛmɛsarada la 20 ma. Dɔ farali sɛgɛsɛgɛli bɛ se kɛmɛsarada la 10 ma, wa ɲinini fɔlɔw ɲɛnabɔli baara bɛ kɛ kɛmɛsarada la 10 wɛrɛ ye.
O jɛkuluw tɛ ka attribution walima plateforme data bila. U bɛ ka u girinya kokura. Hakilila tilennen don : sugu minnu bɛ to ka Changé, i bɛ sumani seko jɔ fɛn caman Changement bɛ kɛ yɔrɔ min na, i tɛ kɛ yɔrɔ min na dɔnniya bɛ i n’a fɔ a lakananen don. Laɲini min bɛ nin fɛɛrɛ ninnu bɛɛ la, o ye sirako dannaya ye, o kɔrɔ ye ko taamasiyɛn bɛ se ka kɛ walasa ka baarakɛnafolo latigɛ ɲumanw kɛ joona, a tɛ dannaya dafalen ye min bɛ se sababu dafalen kɔfɛ.
Fɛɛrɛ wolonwula minnu bɛ se ka kɛ walasa ka i ka sumanikɛcogo sɛmɛntiya
Sumanikɛlan dɔ jɔli kokura tɛ wajibiya ka fɛn bɛɛ falen siɲɛ kelen. Jɛkulu minnu b’o kɛ ka ɲɛ, olu bɛ wuli dɔɔnin dɔɔnin, ka seko fara a kan cogo bɛnnen na sanni u k’a ɲini ka sɛgɛsɛgɛli dafalen kɛ.
Aw ka sisan sumanikɛlan dontaw karti. Aw ka jɛkulu bɛ baara kɛ ni baarakɛminɛnw ni kunnafonidilanw sɔrɔyɔrɔ minnu ye, olu bɛɛ sɛbɛn ani k’a dɔn u kelen-kelen bɛɛ sigilen bɛ yɔrɔ min na: baarakɛyɔrɔ kunnafoniw, attribution modeling, MMM, walima incrementality. Ekipu fanba b’a Sɔrɔ k’u ɲɛmajɔlen dòn kosɛbɛ fla fɔlɔw la.
A’ ye desizɔnw cɛtigɛyɔrɔw dɔn. I ka sisan stack tɛ se ka ɲininkali fɛɛrɛbɔ minnu jaabi, i k’o fɔ k’a jɛya. Gɛlɛya min bɛ jago siratigɛ la, o bɛ ye kosɛbɛ yan : i bɛ baarakɛnafolo latigɛ min ka da ROAS ɲagaminenw kan k’a sɔrɔ i ma ye ka kɛ nafa danmadɔw ye ? Aw bɛ ka kanw bonya min, n’a sɔrɔ u bɛ ka ɲinini kɔrɔw minɛ dɔrɔn?
Aw ye modeli jɔnjɔnw daminɛ. Hali MMM boli nɔgɔman min bɛ kɛ kalo saba o kalo saba, o bɛ ɲɛminɛcogo ɲuman di ka tɛmɛ attribution dɔrɔn kan. A daminɛ ni i ka musaka caman kɛcogo ye ani jago sɔrɔcogo minnu sirilen bɛ sɔrɔko la kosɛbɛ.
Aw bɛ aw ka dɔ farali sɛgɛsɛgɛli fɔlɔ kɛ. Kanal belebele kelen sugandi ani ka geo holdout walima holdout audience test dɔ labɛn. Laɲini tɛ dafalenya ye; a bɛ ka jɛkulu seko ni dususalo jɔ ni nin sumani suguya in ye.
I ka marako jigiyaw bɛrɛbɛn. Attribution (jatigɛwale) rapɔɔriw tɛna tunun ɲɛmɔgɔw ka seginnkanni na su kelen kɔnɔ. Boli aparallel track min bɛ dɔ farali ni MMM sɔrɔlenw jira ka fara attribution data kan, o bɛ dannaya don fɛɛrɛ kura in na k’a sɔrɔ a ma kɛ ni jiginni dafalen ye.
Aw bɛ taabolo dɔw jɔ dɔɔnin dɔɔnin. Sigidamɔgɔw bɛ tutigɛbagaw ka kɔrɔbɔliw tigɛli kɛ baarakɛcogo ye min bɛ se ka segin-ka-bɔ. Dɔ farali sɛgɛsɛgɛli kelen-kelen bɛɛ ka kan ka fɛɛrɛ sɛbɛnnen dɔ bɔ min bɛ nata kɛ teliya ye ani ka musaka dɔgɔya.
Dɔ fara desizɔn cadence kan. Nafa minnu bɛ sirako daŋaniya la ka tɛmɛ dannaya dafalen kan, olu dɔ ye teliya ye. Dɔgɔkun baarakɛnafolo ladilanni minnu sinsinnen bɛ dɔ farali taamasiyɛnw kan ani MMM bɔli, olu bɛ baara kɛ ka tɛmɛ kalo saba tilatilali kura kan minnu sinsinnen bɛ fɛnw jiracogo rapɔɔriw kan.
Ɲininkaliw minnu bɛ kɛ
Marketing Attribution ye mun ye?
Jagokɛyɔrɔw tɔgɔladon ye taabolo ye min bɛ kɛ ka juru di jago magan yɔrɔw ma minnu kɛra sababu ye ka fɛn dɔ tigɛli kɛ. Jagokɛcogo misali minnu bɛ kɛ tuma caman na, olu ye fɛn labanw, digi fɔlɔ, sinsinni ani kunnafonidilanw ye minnu bɛ tali kɛ kunnafonidilanw na. U kelen-kelen bɛɛ bɛ juru di cogo wɛrɛ la kiliyanw ka taama kɔnɔ. Attribution nafa ka bon kosɛbɛ kanpaɲi baara kɛcogo ɲuman na kanw kɔnɔ, nka a tɛ se k’a jira ni jago kɛra sababu ye ka jago sɔrɔ.
I bɛ Marketing Attribution Sugandi cogo di?
Jatigɛwale bɛ suman ni fɛn caman tigɛli kunnafoniw sirili ye ni maganw ye minnu tun bɛ a ɲɛfɛ, ka baara kɛ ni tracking pixels, UTM parameters ani CRM data ye walasa ka sira kariti. Marketing attribution software platforms bɛ o baara in kɛ otomatiki ye ani ka attribution models suguya wɛrɛw di walasa ka sugandi. Danyɔrɔba min ka kan ka faamuya, o ye ko attribution fɛɛrɛ bɛɛ bɛ juru di ka da jɛɲɔgɔnya kan, a tɛ kɛ sababuya ye.
Porozɛ jumɛn de ka fisa ni tɔw bɛɛ ye walasa ka jagokɛlaw ka jatebɔcogo nɔfɛtaama?
Jagokɛyɔrɔw jiracogo porogaramu ɲuman bɛ bɔ i ka jagokɛcogo la ani i ka sumanikɛcogo laɲiniw na. Google Analytics 4 ani platform-native dashboards bɛ basic attribution ɲɛnabɔ ka ɲɛ. Baarakɛminɛn minnu bɛ i n’a fɔ Northbeam, Triple Whale, ani Rockerbox, olu jɔra jaabi tilennenw ni ɛntɛrinɛti jago siratigɛw kama. Walasa ka fɛɛrɛ tigɛlenw latigɛ, attribution porogaramuw bɛ baara kɛ ka ɲɛ ni u ni MMM ni incrementality testing faralen don ɲɔgɔn kan sanni ka baara kɛ ni u ye u dan na.
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Kuncɛli
Gɛlɛya min bɛ jagofɛnw jiracogo la, o tɛ gɛlɛya ye, porogaramu ɲumanw dɔrɔn bɛ min ɲɛnabɔ. O ye dan sigicogo ye min bɛ se ka kɛ attribution (attribution) bɛ se ka min kɛ. Kɔrɔsili ni sababuya daliluw ye fɛnw ye minnu tɛ kelen ye, wa u faralen ɲɔgɔn kan, o bɛ na ni baarakɛnafolo latigɛw ye minnu bɛ ɲininiw minɛni dɛmɛ ka tɛmɛ ɲininiw dabɔli kan.
Jɛkulu minnu ka bonya ka bon, olu y’o ɲɛnabɔ ni sumanikɛcogo layɛrɛw jɔli ye, baarakɛminɛn kelen-kelen bɛɛ jɔyɔrɔ bɛ yɔrɔ minnu na: plateforme data pour opérationnel de direction, attribution pour tactiquetaamasiyɛnw, MMM ka ɲɛsin fɛɛrɛw tilatilali ma, ani dɔ farali sɛgɛsɛgɛli ka ɲɛsin sababuya tiɲɛni ma. Nin gafe in kɔnɔko nata bɛ sɛgɛsɛgɛli kɛ cogo min na jago ɲɛmɔgɔw bɛ baara kɛ ni nin taamasiyɛn ninnu ye ɲɔgɔn fɛ walasa k’a latigɛ waridon dɔrɔmɛ nata ka kan ka taa yɔrɔ min na.
N’i b’a fɛ ka taa a fɛ ka taa a fɛ attribution bɛ tiɲɛ yɔrɔ min na sanni i ka taa o yɔrɔ la, nin marketing attribution blind spots tiɲɛni in bɛ dɛsɛ cogoya kɛrɛnkɛrɛnnenw ɲɛfɔ ka ɲɛ. Walasa ka jateminɛba sɔrɔ sumanikɛcogo ni sɔrɔko latigɛw cɛsiricogo kan, nin gafe in min bɛ tali kɛ jago nizɛri jatebɔ la, o ye kunnafoni nafama ye.
