Kodi Attribution Window in Marketing ndi chiyani?
Zenera lachidziwitso ndi nthawi yodziwika yomwe malo okhudza malonda - monga kudina kwa malonda, kutsegulidwa kwa imelo, kapena kuwona masamba - akhoza kutchulidwa kuti atembenuza. Lingaliro lovuta kwambiri lazamalondali limakhudza mwachindunji momwe kutembenuka kumawerengedwera, momwe ma tchanelo amawunikiridwa, komanso momwe zisankho zanzeru zimapangidwira. Kumvetsetsa mazenera ndikofunikira kwa otsatsa omwe akufuna kuyeza bwino ntchito yamakampeni ndi kukhathamiritsa mabizinesi awo otsatsa pamapulatifomu ndi njira zosiyanasiyana.
Kutalika kwa zenera lachidziwitso kumatha kusiyana kwambiri. Mapulatifomu ngati Google Ads ndi Facebook nthawi zambiri amagwiritsa ntchito makonda osiyanasiyana. Kusiyanaku kumapangitsa kuti data isafanane poyerekeza magwiridwe antchito pazida zonse. Izi zimapangitsa kuti pakhale kufunikira kwa otsatsa kuti amvetsetse zomwe zenera lazomwe zilili komanso momwe angalikonzere moyenera pazolinga zawo zabizinesi.
Chifukwa Chake Attribution Windows Matter for Marketers
Mawindo owonetsera sizinthu zamakono; iwo ndi mwala wapangodya wa kusanthula kwa malonda. Zenera lomwe mumasankha limakhudza mwachindunji makampeni ndi ma tchanelo omwe amapeza mbiri poyendetsa malonda kapena otsogolera. Zenera losakonzedwa bwino litha kupangitsa kuti pakhale ndalama zosasankhidwa bwino komanso zosankha zolakwika.
Mwachitsanzo, zenera lalifupi likhoza kusokoneza njira zomwe zimathandizira kuzindikira kwa makasitomala oyambirira. Mosiyana ndi izi, zenera lalitali kwambiri limatha kupitilira njira zangongole zomwe makasitomala amalumikizana nawo asanasinthe. Kupeza bwino ndikofunikira kuti mumvetsetse ROI yowona yotsatsa.
Direct Impact pa Bajeti ndi Strategy
Mabajeti otsatsa ali ndi malire. Kutengera kolondola kumawonetsetsa kuti dola iliyonse imayikidwa munjira zomwe zimathandizira kukula. Pamene mazenera operekedwa amasokonekera ndi ulendo wamakasitomala, amatha kujambula chithunzi cholakwika cha magwiridwe antchito.
Kusalongosoka kumeneku kungapangitse ogulitsa kuwirikiza kawiri pa njira zosagwira bwino ntchito kapena kusiya njira zomwe zili zogwira mtima. Mazenera okhazikitsidwa bwino akuwonetsa kumveka kofunikira kuti mupange zisankho zolimba mtima, zoyendetsedwa ndi deta za komwe mungasungire ndalama kuti zithandizire kwambiri.
Mitundu Yodziwika ya Attribution Windows
Otsatsa nthawi zambiri amagwira ntchito ndi mitundu ingapo yazenera. Iliyonse imakhala ndi cholinga chosiyana ndipo imapereka chidziwitso chapadera panjira yamakasitomala yogula.
Dinani-Kupyolera Pazenera la Attribution: Zenerali limatsata zosintha zomwe zimachitika wogwiritsa ntchito akadina zotsatsa. Zosasintha wamba ndi masiku 30, koma izi zimatha kusinthidwa nthawi zambiri. Onani-Kupyolera Pazenera la Attribution: Izi zimayesa kutembenuka kwa ogwiritsa ntchito omwe adawona zotsatsa koma osadina, kutembenuza pambuyo pake. Mawindo nthawi zambiri amakhala aafupi, ngati 1 kapena 7 masiku. Engagement Attribution Window: Imagwiritsidwa ntchito pochita zinthu ngati mawonedwe a kanema kapena imelo imatsegulidwa, kutengera kutembenuka kotsatira mkati mwa nthawi yoikika.
Kusankha kuphatikiza koyenera kwa mazenerawa kumadalira kwambiri kuzungulira kwanu kwa malonda ndi zolinga za kampeni. Kampani ya B2B yokhala ndi zisankho zazitali idzafunika kukhazikitsidwa kosiyana ndi sitolo ya e-commerce yomwe imagulitsa zinthu mongogula.
Zosasintha za Platform ndi Zoyipa Zake
Mapulatifomu ambiri otsatsa amagwiritsa ntchito zenera losasintha. Malonda a Google atha kugwiritsa ntchito zenera la masiku 30, pomwe malo ochezera a pa Intaneti amatha kugwiritsa ntchito kudina kwa masiku 7 ndi zenera la tsiku limodzi. Kudalira pazosasintha izi ndi kulakwitsa kofala.
Izi mazenera preset nthawi zambiri amalephera kufotokoza zovuta za maulendo amakono makasitomala. Wogwiritsa ntchito amatha kuwona zotsatsa, dinani patsamba lochezera patatha sabata, kenako ndikusintha pakadutsa sabata ina kuchokera pa imelo. Kugwiritsa ntchito mazenera osagwirizana pamapulatifomu kumapangitsa kuti zikhale zosatheka kulumikiza nkhaniyi molondola.
Momwe Mungasankhire Zenera Loyenera la Kapangidwe
Kusankha zenera labwino kwambiri si njira imodzi yokwanira. Pamafunika kumvetsetsa mozama za mtundu wabizinesi yanu ndi machitidwe a kasitomala. Cholinga ndikusankha zenera lomwe likuwonetsa chikoka chenicheni cha zoyesayesa zanu zamalonda.
Yambani ndikusanthula kutalika kwa nthawi yogulitsa. Zimatenga nthawi yayitali bwanji kuti munthu amene akufuna kukhala kasitomala? Zenera lanu lachidziwitso liyenera kuphimba nthawi yonseyi kuti lijambule zonse zomwe mumagulitsa.
Kusanthula Ulendo Wamakasitomala Anu
Onetsani njira zomwe makasitomala amatenga asanasinthe. Kodi nthawi zambiri amakhala ndi ma touchpoint angati? Ndi njira ziti zomwe zikukhudzidwa ndi magawo odziwitsa, kulingalira, ndi zisankho? Ulendo wovuta, wokhudza maulendo angapo nthawi zambiri umafuna kuti ukhale wautali kapena wosinthasinthachiwonetsero chazithunzi.
Kwa mabizinesi omwe ali ndi nthawi yayitali yogulitsa, monga pulogalamu yamabizinesi, zenera la masiku 30 silikwanira. Pazifukwa izi, mazenera amasiku 60 kapena 90 atha kukhala ofunikira kuti athe kuwonetsa phindu pazotsatsa zoyambirira. Monga momwe oyambitsa anzeru amaganizira zotuluka nthawi yayitali asanakonzekere kugulitsa, otsatsa anzeru amaganizira za moyo wamakasitomala nthawi yayitali kutembenuka kusanachitike.
Vuto la Cross-Platform Data Mismatches
Chimodzi mwazinthu zowawa kwambiri pakuwunika zamalonda ndikusiyana pakati pa data yomwe idanenedwa ndi nsanja zosiyanasiyana. Kampeni ikhoza kuwoneka yopambana kwambiri pa Zotsatsa za Facebook koma zapakati pa Google Analytics. Nthawi zambiri, chifukwa chake ndi kusagwirizana kwa mazenera.
Pulatifomu iliyonse imavomereza zosintha kutengera zosintha zake zazenera. Zokonda izi zikapanda kufanana, mukufanizira maapulo ndi malalanje. Izi zingayambitse chisokonezo ndi mikangano yamkati ponena za kumene deta ili "yolondola."
Kusunthira Kumawonedwe Ogwirizana
Yankho lake limakhudza kukhazikika kwa mazenera pazowunikira zanu ndi nsanja zamalonda kulikonse komwe zingatheke. Ngakhale kuti simungasinthe nthawi zonse zomwe zimachitika papulatifomu, mutha kukonza malipoti anu kuti mugwiritse ntchito zenera losasinthika.
Njirayi imafuna kukonzekera mosamala komanso nthawi zina kuphatikiza luso. Komabe, malipiro ake ndi amodzi, gwero lodalirika la chowonadi pazogulitsa zanu. Ndi sitepe yoyambira, mofanana ndi kukonzekera kwadongosolo kusuntha kwakukulu kwamakampani, monga pamene Microsoft inasamukira kubwereketsa malo akuluakulu a data ku Texas; ndi zomanga maziko olimba kuti achuluke m'tsogolo.
Mawonekedwe Otsogola: Kupitilira Zenera Limodzi
Ngakhale kuti kudina komaliza komaliza mkati mwazenera lokhazikitsidwa kumakhala kofala, nthawi zambiri kumakhala kosavuta. Otsatsa amakono akutengera mitundu ya multi-touch attribution (MTA). Zitsanzozi zimagawira mbiri ya kutembenuka kwa ma touchpoints angapo, zomwe zimapatsa chidwi chambiri pakukopa chidwi.
Mitundu ya MTA imaganizira kuyanjana kulikonse komwe kasitomala amakhala ndi mtundu wanu mkati mwa nthawi yodziwika. Njirayi imathandizira kuzindikira kuti ndi njira ziti zomwe zili bwino kwambiri popereka chidziwitso choyambirira motsutsana ndi zomwe zimagwira ntchito potseka kugulitsa.
Udindo wa Marketing Technology
Kukhazikitsa ukadaulo wapamwamba kumafuna luso lamphamvu. Zida zodzipatulira zotsatsa zitha kulowetsa data kuchokera kumayendedwe anu onse ndikugwiritsa ntchito malamulo osasinthika. Izi zimachotsa kusagwirizana kwa data komwe kumachitika chifukwa cha kusakhazikika kwa nsanja.
Zida izi zimakupatsani mwayi wotengera zochitika zosiyanasiyana. Mutha kuwona momwe mayendedwe a tchanelo chanu amasinthira potengera kukhudza koyamba, mzere, kapena kuwononga nthawi. Kuzindikira uku ndikofunikira pakukhathamiritsa njira zovuta, zamakanema ambiri masiku ano, pomwe kuphatikiza ndikofunikira - kofanana ndi momwe Microsoft 'Xbox mode' ikubwera kwa aliyense Windows 11 PC kuti ipange chidziwitso chogwirizana.
Kutsiliza: Kuchita Bwino Kwambiri Kutsatsa Kwanzeru
Zenera lachidziwitso ndiloposa kukhazikika kosavuta; ndi njira yolumikizira yomwe imapangitsa kumvetsetsa kwanu pakuchita bwino kwa malonda. Posankha mosamala ndikukhazikitsa mawindo anu, mumapeza chithunzi chomveka bwino cha zomwe zimayendetsa kutembenuka.
Kumveka bwino kumeneku kumakupatsani mphamvu kuti mugawane bajeti molimba mtima, kukhathamiritsa makampeni potengera magwiridwe antchito enieni, ndipo pamapeto pake, kulimbikitsa kukula bwino. Musalole kuti data yosagwirizana ndi zisankho za pulatifomu isokoneze malingaliro anu. Kodi mwakonzeka kuthetsa chisokonezo chokhudzana ndi zomwe mumagulitsa ndikugwirizanitsa zowerengera zanu zamalonda? Onani momwe Seemless angakuthandizireni kukhala odziwa mazenera ndikusintha deta yanu kukhala zidziwitso zotheka zomwe zimalimbitsa njira yanu yonse yotsatsa kuyambira kuzindikira mpaka kutembenuka.
