Zofunika Kwambiri
Palibe njira imodzi yoyezera yomwe ingayankhe mafunso onse omwe atsogoleri amakono amakumana nawo. Mulu wosanjikiza wophatikiza zida zingapo ndikofunikira.
Vuto la kutsatsa malonda ndilokhazikika: limapereka ngongole ku ma touchpoints koma silingatsimikizire chifukwa. Zimagwira ntchito bwino pakukhathamiritsa mwanzeru, osati kusankha mwanzeru.
Kutsatsa kwamitundu yosiyanasiyana kumazindikiritsa kubweza kwapang'onopang'ono ndi kuchuluka kwa njira, kumathandizira kugawa bajeti kwanthawi yayitali.
Kuyesa kwachulukidwe ndiyo njira yodalirika yodziwira ngati ntchito yotsatsa idapangadi zotsatira, m'malo motengera zomwe zidalipo kale.
Kupanga magulu oyezera kukhala apainiya, okhazikika, ndi okonza mapulani kumatsimikizira kuti mtundu uliwonse wa ntchito umakhala ndi miyezo yoyenera komanso liwiro lopanga zisankho.
Atsogoleri ambiri azamalonda amadziwa bwino vuto la kutsatsa malonda: muli ndi ma dashboard odzaza ndi data, koma manambala samayankha modalirika kuti ndi ndalama ziti zomwe zikuyendetsa kukula. Chidziwitso chake ndikufufuza chida chabwinoko, choyimira chanzeru, kapena njira yolondola kwambiri yofotokozera. Koma mabungwe omwe amayesa kuyeza bwino adutsa chibadwa chimenecho.
Iwo asiya kufunafuna gwero limodzi la choonadi. Vuto la kukhudzidwa kwa malonda ndi gawo lavuto lalikulu: malo otsatsa amakono ndi ovuta kwambiri kuti njira imodzi ikwaniritse chilichonse. Kupeza kumachitika pamapulatifomu ambiri, maulendo ogula ndi ogawanika kwambiri, ndipo kusintha kwachinsinsi kwasokoneza chizindikiro chachikulu kuti chida chilichonse chipereke chithunzi chonse.
Zomwe zimagwira ntchito m'malo mwake ndi njira yosanjikiza. Njira zosiyanasiyana zoyezera zimayankha mafunso osiyanasiyana, ndipo mabungwe omwe akukula kwambiri amawaphatikiza mwadala. Marketing mix modelling amawongolera njira zogawira bajeti. Kuyesa kochulukira kumatsimikizira ngati ntchito inayake idayambitsa zotsatira. Deta ya nsanja imayendetsa kukhathamiritsa kwa kampeni ya tsiku ndi tsiku. Iliyonse imakhala ndi gawo lake. Palibe mwa iwo omwe amagwira ntchito ngati njira yodziyimira yokha.
Ichi ndi chidutswa chachiwiri mu mndandanda wa magawo atatu pamiyeso yamakono yamalonda. Gawo loyamba lidasanthula chifukwa chake ma metric azikhalidwe monga kuchuluka kwa magalimoto, masanjidwe, ndi ROAS akukhala osadalirika. Chigawo ichi chikufotokoza momwe mungapangire njira yoyezera yomwe imathandizira zisankho zakukula.
Chifukwa Chake Palibe Njira Imodzi Yoyezera Imagwiranso Ntchito
Zida zotsatsa za digito zomwe magulu ambiri amadalira zidapangidwira malo osiyanasiyana. Zinagwira ntchito bwino pamene maulendo ogwiritsira ntchito anali ofanana, makeke amatsatiridwa modalirika m'magawo onse, ndipo zodziwika zambiri zinkachitika kudzera mumayendedwe osavuta kulemba. Chilengedwecho chapita.
Masiku ano, wogula atha kukumana ndi mtundu kudzera muyankho lopangidwa ndi AI, kufufuza pa YouTube, kukambirana mu ulusi wachinsinsi, ndikusintha posakasaka pakadutsa milungu itatu. Dongosolo la attribution limapereka mwayi womaliza. Njira zomwe zidapangitsa kuti chigamulocho chikhale chochepa kapena ayi.
Ili ndiye vuto lalikulu la zomangamanga. Mawonekedwe otsatsa adapangidwa kuti azipereka ngongole, osati kutsimikizira chifukwa. Ngakhale njira zotsogola zotsogola zamitundu yambiri zimagwirabe ntchito m'njira zomwezo: zimatha kuwonetsa zomwe zidatsogolera kutembenuka, koma sangathe kutsimikizira kuti kuchotsa iliyonse ikadasintha zotsatira zake.
Zomwe mabungwe omwe akukula kwambiri azindikira ndikuti zida zoyezera zosiyanasiyana zimayankha mafunso osiyanasiyana. Mayankho achitsanzo: ndi ma touchpoints ati omwe analipo asanatembenuke? Mayankho ophatikizira malonda: Kodi zobweza zam'mbali zili kuti zolimba kwambiri pamakina pakapita nthawi? Mayankho oyezetsa kukwera: kodi chochitikachi chinasinthadi zotsatira zake?
Funso lililonse ndi lofunika. Iliyonse imafunikira njira yosiyana. Malinga ndi kafukufuku wa NP Digital, 90 peresenti ya otsatsa omwe akukula kwambiri amaika patsogolo kuyezetsa kowonjezereka, 61 peresenti amagwiritsa ntchito mawonekedwe ofananirako, ndipo 42 peresenti amagwiritsa ntchito kuphatikizika kosakanikirana kotsatsa. Magulu ogwira ntchito kwambiri amagwiritsa ntchito onse atatu, molemera ndi chisankho chomwe chilipo.
Marketing Mix Modelling monga Strategic Guide
Marketing mix modelling, kapena MMM, imatenga njira yosiyana pakuyezera kuposa kutengera. M'malo motsata maulendo a munthu aliyense payekha, imagwiritsa ntchito deta yophatikizana kuti iwonetse ubale pakati pa ndalama zomwe zimagwiritsidwa ntchito pamalonda ndi zotsatira zabizinesi panjira pakapita nthawi. Zotsatira zake ndikuwona zobwerera zam'mbali zomwe machitidwe ofotokozera sangathe kupereka.
MMM ndiyothandiza kwambiri pozindikira komwe dola iliyonse yowonjezera imawonongera mu achannel imatulutsa zobweza zochepa. Njira yomwe ikuyenda pa ROAS yosakanikirana kwambiri imatha kuwoneka bwino padashboard pomwe 30 peresenti yomaliza ya bajeti yake ikupanga ndalama zochulukirapo. MMM ikuwonetsa kusagwira ntchito kumeneko. Zimathandizanso kuzindikira zotsatira zapanjira, monga momwe mavidiyo kapena kutsatsa kwamtundu kumtunda kumakhudzira mitengo yotembenuka pakufufuza kolipira kutsika.
Pakugawa bajeti mwanzeru, izi zimapangitsa MMM kukhala chida chodalirika chomwe chilipo. Sichifuna kutsata pamlingo wa ogwiritsa ntchito, zomwe zikutanthauza kuti kusintha kwachinsinsi komanso kuchotsedwa kwa ma cookie sikusokoneza kulondola kwake monga momwe amachitira pofotokozera. Kuthamanga kwa MMM kotala kotala kumatha kusintha zisankho zanthawi yayitali ngakhale zizindikiro zatsiku ndi tsiku zimakhala zaphokoso.
MMM ili ndi malire enieni. Zimakhala zovuta kuwerengera zomanga zamtundu wapamwamba bwino, chifukwa kutsalira kwamtundu wamtundu ndi kutsika kwamadzi ndikwanthawi yayitali komanso kosalunjika kotero kuti mbiri yakale singagwire bwino. Mabungwe omwe amagwiritsa ntchito MMM pakuwongolera njira pomwe akuwonjezera ndi kalondolondo wamtundu komanso maphunziro amalingaliro amapeza chithunzi chokwanira.
Kuyesa Kuchulukitsa Monga Injini Yoyambitsa
Ngati MMM ikupereka njira yoyenera, kuyesa kowonjezereka kumapereka umboni woyambitsa. Funso lomwe limayankha ndilachindunji: kodi izi zikanatheka ngati ntchito yotsatsa iyi sinachitike? Limenelo ndi funso losiyana kwambiri ndi zomwe zitsanzo zimafunsa, ndipo yankho ndilothandiza kwambiri posankha komwe mungasungire ndalama.
Njira zochulukira zochulukira zimaphatikizira kuyesa kwa geo, kuyesa kwakutali, ndi kuyimitsa kwa kampeni. Pakuyesa kwa geo, misika yofananira imadziwika ndipo ndalama zimasungidwa m'gulu limodzi ndikusungidwa gulu lina. Kusiyana kwa zotsatira pakati pa magulu awiriwa kumapatula kukweza koyambitsa kuchokera ku ntchito yamalonda. Mayeso a Holdout amagwiritsa ntchito malingaliro omwewo pamlingo wa omvera. Kuyimitsidwa kwa kampeni, pomwe cruder, kumatha kuwulula ngati zotsatira zatsika pakayima.
Kwa magulu omwe akuyendetsa Amazon kapena miyeso ina yotengera msika, kuyezetsa kowonjezereka kumakhala kofunikira kwambiri chifukwa zosintha zomwe zimanenedwa papulatifomu nthawi zambiri zimawonetsa zomwe zidalipo kale m'malo mofuna kampeni yopangidwa.
NP Digital yotsata kafukufuku wowonjezereka motsutsana ndi kusinthika komwe kumabwera m'makanema adapeza mipata yokwanira pafupifupi pafupifupi nthawi iliyonse. Organic social idawonetsa 13 peresenti yokwera motsutsana ndi 3 peresenti yomwe imadziwika kuti ndikwezeka. Anthu omwe amalipidwa adawonetsa kuti 17 peresenti yakwera kwambiri poyerekeza ndi 24 peresenti, kutanthauza kuti kutengerako kunali kulemekeza njirayo. Mipata iyi imakhudza komwe bajeti ikuyenera kupita, ndipo siziwoneka popanda kuyezetsa kowonjezereka.
Kuyesa kowonjezereka kumafuna kukonzekera ndi deta yoyera, koma sikufuna bajeti yaikulu. Ngakhale kusungidwa kopangidwa bwino kwa geo panjira yayikulu kumapereka chidziwitso chodalirika pazovuta zomwe zidayambitsa kuposa miyezi yopereka lipoti.
Platform Data Idakali Yofunika, Koma Kungowonjezera
Ma dashboards a nsanja kuchokera ku Google, Meta, ndi nsanja zina zotsatsa amakhalabe othandiza, koma udindo wawo ndi wocheperako kuposa momwe magulu ambiri amachitira. Mawonekedwe akhungu omwe amapangidwa mu malipoti a nsanja ndi okhazikika, osati mwangozi. Mapulatifomu adapangidwa kuti apititse patsogolo ntchito za kampeni mkati mwa chilengedwe chawo. Sanapangidwe kuti akuuzeni ngati ntchitoyo idasintha bizinesi yanu.
Pazosankha zatsiku ndi tsiku, deta ya nsanja ndi chida choyenera. Kuyenda molingana ndi bajeti, kusintha mabizinesi kutengera ma siginoloji ogwirira ntchito, kuzindikira kutopa kwaukadaulo, ndi kuzindikira zovuta zobweretsera zonse zimadalira ma metric a pulatifomu. Izi ndi zosankha zogwirira ntchito, ndipo deta ya nsanja imawagwira bwino.
Kumene deta ya nsanja imakhala yosadalirika ndi zisankho zanzeru. Ma algorithms amawongolera kwa ogwiritsa ntchito omwe atha kutembenuka, zomwe zikutanthauza kuti amakondera mwadongosolo kugwidwa kuposa kupanga zomwe akufuna. Chiwerengero chapamwamba cha ROAS pa dashboard papulatifomu chikhoza kuwonetsa njira yabwino, osati kutsatsa kothandiza.
Malinga ndi kafukufuku wa NP Digital, kusachita bwino kumawononga mabizinesi ang'onoang'ono pafupifupi 19.4 peresenti ya ndalama zotsatsa, makampani apakatikati 11.5 peresenti, ndi mabizinesi 7.7 peresenti. Kuwononga ndalamazo sikumawonekera kwambiri pamapulatifomu chifukwa mapulatifomu alibe cholimbikitsa kuti afotokoze.
Chitsogozo chothandiza ndikugwiritsa ntchito ma metric a papulatifomu pazomwe ali: chiwongolero chanzeru, osati chowonadi.
Kuyeza kwa Pioneer-Settler-PlannerChitsanzo
Kupanga makina oyezera osanjikiza sizovuta zaukadaulo chabe. Ndilo bungwe. Pali maudindo atatu osiyana omwe bungwe lililonse loyezera bwino limafunikira: apainiya, okhazikika, ndi okonzekera.
Apainiya amagwira ntchito m’mbali mwa zinthu zimene panopa tingapime. Amayendetsa zoyesa zowonjezera, amapanga zitsanzo zoyambira zotsatsira, kuyesa ma geo holdouts, ndi malingaliro oyeserera omwe sangakhaleponso. Ntchito yawo ndi yosatsimikizirika ndi mapangidwe. Apainiya sapereka chitsimikizo; amapereka njira. Kuwasunga pamiyezo yofananira ya chikhulupiliro monga momwe malipoti ogwirira ntchito adzayimitsa ntchitoyi isanabweretse phindu.
Okhazikika amatenga zomwe zimachokera pakuyesa ndikuzisintha kukhala njira zobwerezabwereza. Amayenga zitsanzo, amalimbitsa malingaliro, ndikugwirizanitsa zidziwitso ku zisankho zokonzekera. Apa ndipamene MMM yoyambirira imayamba kukhala ma playbook, komanso pomwe zotsatira za mayeso owonjezera zimakhala zoyeserera zomwe magulu amatha kugwiritsa ntchito nthawi zonse. Okhazikika amamanga chidaliro pomasulira kuzindikira kolunjika ku machitidwe omwe amatha kuyendetsedwa.
Okonza amayendetsa ntchito za tsiku ndi tsiku. Amadalira data papulatifomu, ma siginecha, ndi makina osinthira kuti athe kusamalira ndalama munthawi yeniyeni. Gawo ili ndilofunika; popanda izo, kuphedwa kumagwa. Koma okonza mapulani sayenera kufunsidwa kuti afotokoze kukula kwa nthawi yayitali kapena kuzindikira kusintha kwa kamangidwe ka ntchito. Cholinga chawo ndikukwaniritsa bwino mkati mwazovuta zamakanema.
Njira yolephereka yomwe mabungwe ambiri amagweramo ndikugwiritsa ntchito milingo yotsimikizika yotsimikizika pantchito zapagulu. Kufuna 95 peresenti yodalirika yowerengera kuchokera pazoyeserera zomwe zimafunikira nthawi kuti zitheke zimatsimikizira kuti palibe chatsopano chomwe chimamangidwa. Chitsanzo chokhala ndi chidaliro cholunjika cha 60 peresenti, chophatikizidwa ndi kubwereza mofulumira, nthawi zonse chimaposa yankho langwiro lomwe limabwera mochedwa kwambiri.
Momwe Makampani Akukula Kwapamwamba Amagawira Zida Zoyezera
NP Digital yotsata zoyezera zowunikira m'mitundu yonse yaku Canada idapeza kugawanika koonekera pakati pa mabungwe wamba ndi omwe akukula kwambiri. Avereji yamagulu amagawira pafupifupi 65 peresenti ya mphamvu zawo zoyezera pama dashboards ndi 25 peresenti ku zida zowonetsera, kusiya mwayi wopeza njira zambiri.
Mitundu yotukuka kwambiri yokhala ndi ndalama zopitilira $750,000 pamabizinesi apachaka atolankhani amawoneka mosiyana. Kudalira kwa dashboard kumatsika mpaka 45 peresenti. Kugwiritsa ntchito zida zamtunduwu kumatsika mpaka 15 peresenti. MMM ikukula kuchoka pa 5 peresenti kufika pa 20 peresenti. Kuyesa kukwera kumafika pa 10 peresenti, ndipo kukhathamiritsa kwakusaka koyambirira kumawonjezeranso 10 peresenti.
Mabungwewa sakusiya zomwe zaperekedwa kapena nsanja. Iwo akuwonjezera kulemera kwawo. Lingaliro ndilolunjika: m'misika yomwe imasinthasintha, mumakulitsa luso la kuyeza komwe kukuchitika, osati kumene kudziwana kumakhala kotetezeka. Cholinga cha njira zonsezi ndi chidaliro chowongolera, kutanthauza chizindikiro chokwanira chopanga zisankho zabwino za bajeti mwachangu, osati kutsimikizika kwangwiro komwe kumafika mwayi utatsekedwa.
Njira Zisanu ndi Ziwiri Zosinthira Dongosolo Lanu Loyezera
Kumanganso makina oyezera sikutanthauza kusintha chilichonse nthawi imodzi. Mabungwe omwe amachita bwino izi amasintha pang'onopang'ono, ndikuwonjezera kuthekera koyenera m'malo moyesa kukonzanso kwathunthu.
Lembani miyeso yanu yamakono. Lembani chida chilichonse ndi malo omwe gulu lanu limagwiritsa ntchito ndikuzindikira pomwe chilichonse chimakhala: data ya nsanja yogwirira ntchito, mawonekedwe amtundu, MMM, kapena kuchuluka. Magulu ambiri amapeza kuti akukhazikika kwambiri m'magawo awiri oyamba.
Dziwani mipata ya zigamulo. Fotokozani momveka bwino kuti ndi mafunso ati omwe mungayankhe pakali pano. Vuto la kutsatsa malonda likuwonekera kwambiri apa: mukupanga zisankho za bajeti kutengera ROAS yosakanikirana popanda kuwoneka muzobwezera zam'mbali? Kodi mumatchulira kuti matchanelo omwe akungotengera zomwe zilipo kale?
Yambitsani zoyambira. Ngakhale kuthamanga kosavuta kwa MMM kotala kotala kumapereka chitsogozo chanzeru kuposa kuperekedwa kokha. Yambani ndi njira zomwe mumagwiritsa ntchito kwambiri komanso zotsatira zabizinesi zogwirizana kwambiri ndi ndalama.
Yesani mayeso anu oyamba owonjezera. Sankhani tchanelo chimodzi chachikulu ndikupanga mayeso a geo holdout kapena kuyesa omvera. Cholinga si ungwiro; ikumanga luso la bungwe ndi chitonthozo ndi mtundu uwu wa muyeso.
Sinthani zoyembekeza za utsogoleri. Malipoti operekedwa sadzatha kuchoka ku ndemanga za utsogoleri nthawi imodzi. Kuthamanga anjira yofananira yomwe ikuwonetsa kuchulukira ndi zomwe zapezedwa ndi MMM motsatira zomwe zaperekedwa zimamanga chidaliro munjira yatsopanoyi popanda kufunikira kusintha kwathunthu.
Pangani njira pang'onopang'ono. Okhazikika amasintha zoyeserera kukhala zoyeserera zobwerezabwereza. Mayeso aliwonse owonjezereka akuyenera kutulutsa njira yolembedwa yomwe imapangitsa kuti yotsatira ikhale yofulumira komanso yotsika mtengo.
Wonjezerani chiwerengero cha zisudzo. Chimodzi mwazabwino za chidaliro chowongolera pa kutsimikizika kwangwiro ndi liwiro. Kusintha kwa bajeti kwa sabata ndi sabata kutengera ma siginecha akuchulukirachulukira komanso zotuluka za MMM zimapambana kugawanso magawo a mwezi uliwonse kutengera malipoti operekedwa.
FAQs
Kodi Marketing Attribution ndi chiyani?
Kutsatsa ndi njira yoperekera ngongole kuzinthu zotsatsa zomwe zathandizira kutembenuka. Mitundu yodziwika bwino yotsatsa imaphatikizapo kudina komaliza, kudina koyamba, mzere, ndi kutengera koyendetsedwa ndi data. Aliyense amapereka ngongole mosiyana paulendo wamakasitomala. Attribution ndiyothandiza kwambiri pakukhathamiritsa ntchito za kampeni mkati mwa njira, koma sizingatsimikizire ngati kutsatsa kudayambitsa bizinesi.
Kodi Mumayesa Bwanji Kutsatsa Kwamalonda?
Attribution imayezedwa polumikiza zosintha ku malo okhudza zomwe zidatsogola, pogwiritsa ntchito ma pixel olondola, magawo a UTM, ndi data ya CRM kupanga mapu anjira. Mapulatifomu otsatsa malonda amatengera izi ndipo amapereka mitundu yosiyanasiyana yosankha. Cholepheretsa chachikulu kuti mumvetsetse ndikuti njira zonse zomwe zimaperekedwa zimagawira ngongole potengera kulumikizana, osati chifukwa.
Ndi Pulogalamu Yabwino Iti Yotsata Kutsatsa Malonda?
Mapulogalamu abwino kwambiri otsatsa malonda amatengera mtundu wabizinesi yanu ndi zolinga zoyezera. Google Analytics 4 ndi ma dashboards amtundu wa pulatifomu amatha kutengera bwino. Zida monga Northbeam, Triple Whale, ndi Rockerbox zimapangidwira kuyankha mwachindunji komanso pamalonda a e-commerce. Pazosankha zanzeru, mapulogalamu amtunduwu amagwira ntchito bwino akaphatikizidwa ndi MMM komanso kuyesa kwakukula m'malo mogwiritsidwa ntchito paokha.
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Mapeto
Vuto la kugulitsa malonda si vuto lomwe mapulogalamu abwino okha amathetsa. Ndi malire a zomwe kukhudzidwa kungathe kuchita. Kupereka ngongole ndi umboni woyambitsa ndi zinthu zosiyanasiyana, ndipo kuziphatikiza kumabweretsa zisankho za bajeti zomwe zimakomera kufunikira kofuna kufunikira.
Mabungwe omwe akukula kwambiri athana ndi izi pomanga makina oyezera osanjikiza pomwe chida chilichonse chimagwira ntchito yake: zidziwitso zapapulatifomu zowongolera magwiridwe antchito, mawonekedwe anzeru.ma sign, MMM pakugawika kwaukadaulo, ndi kuyesa kowonjezereka kuti zitsimikizire zoyambitsa. Chigawo chotsatira cha mndandandawu chikuwunika momwe atsogoleri amalonda amagwiritsira ntchito zizindikiro izi palimodzi kuti asankhe komwe dola yotsatira ya ndalama iyenera kupita.
Ngati mukufuna kulowa mozama pomwe mafotokozedwe amasokonekera musanasamukire ku chidutswacho, kugawanika kwa malo osawoneka amalonda kumakwirira mitundu yolephera mwatsatanetsatane. Kuti muwone zambiri zamomwe mungalumikizire kuyeza ndi zisankho zandalama, bukhuli la kutsatsa kwa digito ndilothandiza kwambiri.
