Ibyingenzi
Nta buryo bumwe bwo gupima bushobora gusubiza ibibazo byose abayobozi bashinzwe kwamamaza bigezweho bahura nabyo. Ikirindiro gihuza ibikoresho byinshi birakenewe.
Ikibazo cyo kwamamaza ibicuruzwa ni imiterere: itanga inguzanyo kubintu bikora ariko ntibishobora kwerekana impamvu. Ikora neza muburyo bwo gukora neza, ntabwo ari ibyemezo byingirakamaro.
Kwamamaza kuvanga kwerekana kwerekana inyungu zuzuye no kuzuza umuyoboro, bifasha kuyobora kugenerwa ingengo yigihe kirekire.
Kwipimisha kwiyongera nuburyo bwizewe bwo kumenya niba ibikorwa byo kwamamaza byatanze umusaruro mubyukuri, kuruta gufata ibyifuzo byari bisanzweho.
Gutegura amatsinda yo gupima mubapayiniya, abimukira, nabategura gahunda byerekana ko buri bwoko bwakazi bubona ibipimo byiza n'umuvuduko wo gufata ibyemezo.
Abayobozi benshi bamamaza ibicuruzwa bazi neza ikibazo cyo kwamamaza ibicuruzwa: ufite imbaho zuzuye zuzuye amakuru, ariko imibare ntisubiza byimazeyo ishoramari ritera iterambere. Inkomoko nugushakisha igikoresho cyiza, icyitegererezo cyubwenge, cyangwa sisitemu yukuri. Ariko amashyirahamwe abona ibipimo neza yimutse kera.
Bahagaritse gushakisha isoko imwe yukuri. Ikibazo cyo kwamamaza ibicuruzwa ni igice cyikibazo kinini: ibidukikije bigezweho bigezweho biragoye kuburyo bumwe bwo gutwikira byose. Kuvumbura bibaho kurubuga rwinshi, ingendo zabaguzi ziratandukanijwe cyane, kandi impinduka zi banga zahinduye ibimenyetso byinshi kubikoresho byose kugirango bitange ishusho yuzuye.
Igikora ahubwo ni inzira itandukanye. Uburyo butandukanye bwo gupima busubiza ibibazo bitandukanye, kandi amashyirahamwe akura cyane arayahuza nkana. Kwamamaza kuvanga icyitegererezo kiyobora ingengo yimari. Kwipimisha kwiyongera byemeza niba igikorwa runaka cyateje igisubizo. Ihuriro ryamakuru rikoresha umunsi-ku munsi kwiyamamaza. Buri wese afite uruhare rusobanutse. Ntanumwe murimwe ukora nkingamba yihariye.
Iki nigice cya kabiri mubice bitatu byuruhererekane rwo gupima ibicuruzwa bigezweho. Igice cya mbere cyasuzumye impamvu ibipimo gakondo nka traffic, urutonde, na ROAS bigenda byizerwa. Iki gice gikubiyemo uburyo bwo kubaka sisitemu yo gupima ishyigikira ibyemezo byiterambere.
Kuki Nta buryo bumwe bwo gupima bukora burigihe
Ibikoresho byo kwamamaza bya digitale ibikoresho byinshi bishingikirizaho byubatswe kubidukikije. Bakoraga neza mugihe urugendo rwabakoresha rwagereranijwe, kuki yakurikiranwe neza mumasomo, kandi ibyinshi byavumbuwe byabaye mumiyoboro yoroshye kwinjira. Ibidukikije byarashize.
Uyu munsi, umuguzi ashobora guhura nikirangantego binyuze mubisubizo byatanzwe na AI, akabikorera kuri YouTube, akabiganiraho mumutwe wubutumwa bwihariye, hanyuma agahindura mubushakashatsi bwanditse nyuma yibyumweru bitatu. Sisitemu ya sisitemu itanga inguzanyo yanyuma. Imiyoboro yashizeho icyemezo mubyukuri ibona bike cyangwa ntacyo.
Iki nikibazo cyibanze cyimiterere. Icyitegererezo cyo kwamamaza cyashizweho kugirango gitange inguzanyo, ntabwo gishyiraho impamvu. Ndetse uburyo bukomeye bwo gukoraho uburyo bwo kwamamaza buracyakora muburyo bumwe bwibanze: barashobora kwerekana aho bahurira mbere yo guhinduka, ariko ntibashobora kwerekana ko gukuraho kimwe murimwe cyaba cyarahinduye ibisubizo.
Icyo amashyirahamwe akura cyane yamenye nuko ibikoresho bitandukanye byo gupima bisubiza ibibazo bitandukanye. Ibisubizo byerekana icyitegererezo: ni ibihe bintu byakoreshwaga mbere yo guhinduka? Kwamamaza kuvanga kwerekana icyitegererezo: nihehe marginal yagarutse cyane mumiyoboro mugihe? Ibisubizo byo gupima kwiyongera: iki gikorwa cyihariye cyahinduye ibisubizo?
Buri kibazo gifite akamaro. Buri kimwe gisaba uburyo butandukanye. Ubushakashatsi bwakozwe na NP Digital bwerekana ko 90 ku ijana by’abacuruzi bakura cyane bashyira imbere igeragezwa ryiyongera, 61 ku ijana bakoresha imiterere y’imiterere, naho 42 ku ijana bakoresha imashini ivanga ibicuruzwa. Amakipe akomeye cyane akoresha yose uko ari atatu, aremerewe nicyemezo kiriho.
Kwamamaza Kuvanga Icyitegererezo nkuyobora
Kwamamaza kuvanga kwerekana, cyangwa MMM, bifata ubundi buryo bwo gupima kuruta inshingano. Aho gukurikirana ingendo z'abakoresha kugiti cyabo, ikoresha amakuru yakusanyirijwe hamwe kugirango yerekane isano iri hagati yo gukoresha ibicuruzwa nibisubizo byubucuruzi mugihe runaka. Igisubizo nukureba marginal kugaruka sisitemu yimikorere idashobora gutanga.
MMM ni ingirakamaro cyane mu kumenya aho buri dorari yinyongera yo gukoresha muri aumuyoboro utanga umusaruro ugabanuka. Umuyoboro ukorera kuri ROAS ikomeye ivanze irashobora kugaragara neza mukibaho mugihe 30% yanyuma yingengo yimari yayo yinjiza amafaranga yiyongera cyane. MMM igaragara hejuru yo kudakora neza. Ifasha kandi kumenya ingaruka zambukiranya imipaka, nkukuntu amashusho cyangwa ibicuruzwa bishora hejuru bigira ingaruka kubiciro byo guhinduka mubushakashatsi bwishyuwe hepfo.
Kugenera ingengo yimishinga, ibi bituma MMM igikoresho cyizewe kiboneka. Ntabwo bisaba abakoresha urwego rwo gukurikirana, bivuze ko guhindura ibanga no gutesha agaciro kuki bidahungabanya ukuri kwabyo nkuko babikora. Buri gihembwe MMM ikora irashobora guhora itezimbere ibyemezo byigihe kirekire nubwo mugihe umunsi-ku munsi ibimenyetso byerekana urusaku.
MMM ifite imipaka nyayo. Biragoye kugereranya inyubako yo hejuru-funnel yubaka neza, kubera ko gutinda hagati yibirango no guhinduka kumanuka ari birebire cyane kandi bitaziguye kugirango amateka afatwe neza. Amashyirahamwe akoresha MMM kubuyobozi bufatika mugihe ayuzuzanya hamwe no gukurikirana ibicuruzwa hamwe nubushakashatsi bwimyumvire abona ishusho yuzuye.
Kwipimisha Kwiyongera nka Moteri Yimpamvu
Niba MMM itanga icyerekezo cyibikorwa, ibizamini byiyongera bitanga ibimenyetso byimpamvu. Ikibazo gisubiza kirasobanutse: iki gisubizo cyaba cyarabaye iki gikorwa cyo kwamamaza kitabaye? Nicyo kibazo gitandukanye cyane nicyitegererezo cyerekana, kandi igisubizo ni ingirakamaro cyane muguhitamo aho washora.
Uburyo busanzwe bwo kwiyongera burimo ubushakashatsi bwa geo, ibizamini byo gufata, hamwe no kuruhuka. Mu igeragezwa rya geo, amasoko ya geografiya ahuye aramenyekana kandi amafaranga akoreshwa mu itsinda rimwe mugihe akomezwa mu rindi. Itandukaniro mubisubizo hagati yitsinda ryombi ritandukanya impamvu ziva mubikorwa byo kwamamaza. Ibizamini bya Holdout bikoresha logique imwe kurwego rwabumva. Kuruhuka kwiyamamaza, mugihe cruder, birashobora kandi kwerekana niba ibisubizo bigabanuka mugihe amafaranga ahagarara.
Ku makipe akoresha ibiranga Amazone cyangwa ibindi bipimo bishingiye ku isoko, ibizamini byo kwiyongera bifite agaciro cyane cyane kuberako impinduka zivugwa kuri platifomu zigaragaza ibyifuzo byari bisanzwe aho gusaba ubukangurambaga bwashyizweho.
NP Ubushakashatsi bwa Digitale ikurikirana igenda yiyongera hamwe nimpinduka zahinduwe mumiyoboro yasanze icyuho gifatika hafi ya byose. Imibereho mbonezamubano yerekanye 13 ku ijana kuzamura kwiyongera kuri 3 ku ijana biterwa no kuzamura. Imibereho ihembwa yerekanaga 17 ku ijana kuzamura kwiyongera kuri 24 ku ijana byitirirwa, byerekana ko inshingano zirenze urugero uwo muyoboro. Ibyo byuho bigira ingaruka ku buryo butaziguye aho ingengo yimari igomba kujya, kandi ntibigaragara nta kizamini cyo kwiyongera.
Kwipimisha kwiyongera bisaba igenamigambi namakuru asukuye, ariko ntibisaba ingengo yimari nini. Ndetse na kimwe cyateguwe neza geo ifata kumuyoboro munini itanga ubushishozi bwizewe kubitera ingaruka kuruta amezi yo gutanga raporo.
Ihuriro ryamakuru aracyafite akamaro, ariko gusa kuri Optimisation
Ibibaho bya platifomu biva kuri Google, Meta, hamwe nandi matangazo yamamaza bikomeza kuba ingirakamaro, ariko uruhare rwabo ni ruto kuruta amakipe menshi abifata. Ikiranga impumyi zubatswe mubikorwa byo gutanga amakuru ni imiterere, ntabwo ari impanuka. Amahuriro yagenewe kunoza imikorere yo kwiyamamaza muri ecosystem zabo. Ntabwo bagenewe kukubwira niba iyo mikorere yahinduye ubucuruzi bwawe.
Kubyemezo bya buri munsi, amakuru ya platform nigikoresho cyiza. Gukoresha amafaranga arwanya ingengo yimari, guhindura amasoko ashingiye ku bimenyetso byerekana imikorere, kumenya umunaniro wo guhanga, no gusuzuma ibibazo byatanzwe byose bishingiye kubipimo bya platform. Ibi nibyemezo byimikorere, kandi amakuru yimikorere arabifata neza.
Aho amakuru ya platform aba atizewe ni mubyemezo byingamba. Algorithms itezimbere kubakoresha bishoboka cyane ko bahindura, bivuze ko bashimangira gahunda yo gufata ibyifuzo kuruta kurema ibyifuzo. Igishushanyo kinini cya ROAS muburyo bwa platifomu irashobora kwerekana algorithm ikora neza, ntabwo ari marketing nziza.
Ubushakashatsi bwakozwe na NP Digital bwerekana ko kutitwara neza bisaba ubucuruzi buciriritse ku kigereranyo cya 19.4 ku ijana by'amafaranga akoreshwa mu kwamamaza, amasosiyete yo hagati yo hagati 11,5 ku ijana, n'ibirango by'ibigo 7.7 ku ijana. Ibyo gukoresha ubusa ntabwo bigaragara cyane mugutanga raporo kuberako urubuga rudafite ubushake bwo kubigaragaza.
Ubuyobozi bufatika nugukoresha ibipimo byerekana ibyo aribyo: kuyobora amayeri, ntabwo ari ukuri gufatika.
Igipimo cya Pioneer - Gutuza - Igipimo cy'abateguraIcyitegererezo
Kubaka sisitemu yo gupima ntabwo ari ikibazo cya tekiniki gusa. Ni gahunda. Hariho inshingano eshatu zitandukanye buri shyirahamwe ripima neza rikeneye: abapayiniya, abimukira, nabategura.
Abapayiniya bakora kumpera yibipimo byapimwe. Bakoresha igeragezwa ryiyongera, bubaka uburyo bwo kwamamaza bwambere bwo kuvanga, kugerageza geo gufata, hamwe nigitutu-cyizamini gishobora kutagifata. Ibikorwa byabo ntibizwi neza kubishushanyo mbonera. Abapayiniya ntibatanga ukuri; batanga icyerekezo. Kubifata kubipimo bimwe byicyizere cyibarurishamibare nkuko raporo y'ibikorwa izahagarika iki gikorwa mbere yuko gitanga agaciro.
Abimuka bafata ibiva mubigeragezo bakabihindura inzira zisubirwamo. Banoza icyitegererezo, bashimangira ibitekerezo, kandi bahuze ubushishozi nibyemezo byo gutegura. Aha niho hakiri kare MMM ikora ikuze mubitabo bikinirwaho, kandi aho ibisubizo byikizamini byiyongera biba urwego amakipe ashobora gukoresha muburyo buhoraho. Abimuka bubaka ikizere muguhindura ubushishozi muri sisitemu zishobora gukoreshwa mubyukuri.
Abategura bakomeza ibikorwa bya buri munsi. Bishingikiriza kumibare yamakuru, ibimenyetso byerekana, hamwe nubukanishi bwo guhindura kugirango bakoreshe igihe. Uru rwego rurakenewe; bitabaye ibyo, irangizwa riratandukana. Ariko abategura ntibagomba gusabwa gusobanura iterambere ryigihe kirekire cyangwa gusuzuma ihinduka ryimiterere mubikorwa. Intego yabo ni ugutezimbere imikorere mu mbogamizi.
Uburyo bwo kunanirwa amashyirahamwe menshi agwamo ni ugukoresha ibipimo byurwego rwumuteguro wukuri kubikorwa byabapayiniya. Gusaba 95 ku ijana ibyiringiro byibarurishamibare bivuye mubushakashatsi bukeneye igihe cyo kwiteza imbere byemeza ko ntakintu gishya cyubaka. Icyitegererezo gifite 60% yicyizere cyerekezo, gifatanije nigikorwa cyihuta, gihora gisumba igisubizo cyiza kigera kuri kimwe cya kane cyatinze.
Nigute Isosiyete ikura cyane igenera ibikoresho byo gupima
NP Ubushakashatsi bwa Digitale ikurikirana ibipimo byo gupima ibicuruzwa byo muri Kanada byabonye itandukaniro rigaragara hagati yimiryango isanzwe niterambere ryiyongera. Impuzandengo y'amakipe igenera hafi 65 ku ijana by'ibipimo byabo byo gupima ku mbuga za platifomu na 25 ku ijana ku bikoresho byabigenewe, hasigara umwanya muto ku buryo bufatika.
Ibicuruzwa byiyongera cyane hamwe n'amadolari arenga 750.000 mugushora itangazamakuru ryumwaka birasa nkaho bitandukanye. Ihuriro ryibikoresho bya platifomu bigabanuka kugera kuri 45%. Ibikoresho byo gukoresha biragabanuka kugera kuri 15 ku ijana. MMM ikura kuva 5% kugeza kuri 20%. Igeragezwa ryiyongera rigera ku 10 ku ijana, kandi gushakisha hakiri kare gushakisha uburyo bwo gukora neza bingana na 10 ku ijana.
Aya mashyirahamwe ntabwo areka ibiranga cyangwa amakuru ya platform. Barimo kubaremerera. Logic iroroshye: mumasoko akomeza guhinduka, wubaka ubushobozi bwo gupima aho impinduka zibera, ntabwo aho kumenyera byumva bifite umutekano. Intego muri ubu buryo bwose ni ikizere cyerekezo, bisobanura ikimenyetso gihagije cyo gufata ibyemezo byingengo yimari byihuse, ntabwo byanze bikunze bigerwaho nyuma yuko amahirwe arangiye.
Intambwe ndwi zo guhindura sisitemu yo gupima
Kubaka sisitemu yo gupima ntibisaba gusimbuza icyarimwe icyarimwe. Amashyirahamwe akora neza agenda ahinduka buhoro buhoro, yongera ubushobozi muburyo bukwiye aho kugerageza kuvugurura byuzuye.
Shushanya ibipimo byawe byo gupima. Andika ibikoresho byose namakuru yatanzwe nitsinda ryanyu rikoresha kandi umenye aho buriwese yicaye: amakuru yimikorere yibikorwa, kwerekana imiterere, MMM, cyangwa kwiyongera. Amakipe menshi avumbura ko yibanze cyane muri abiri yambere.
Menya icyuho cyicyemezo. Sobanura neza ibibazo byingenzi ingamba zawe zidashobora gusubiza. Ikibazo cyo kumenyekanisha ibicuruzwa kigaragara cyane hano: ni hehe ufata ibyemezo byingengo yimishinga ushingiye kuri ROAS ivanze nta kugaragara mubyagarutsweho? Nihehe utanga imiyoboro ishobora gufata ibyifuzo bihari?
Menyekanisha icyitegererezo. Ndetse na buri gihembwe cyoroshye MMM ikora itanga icyerekezo cyingirakamaro kuruta inshingano yonyine. Tangira numuyoboro wawe ukoresha cyane nibisubizo byubucuruzi bifitanye isano ninjiza.
Koresha ikizamini cya mbere cyo kwiyongera. Tora umuyoboro umwe wingenzi hanyuma ushushanye ikizamini cya geo. Intego ntabwo ari ugutungana; irimo kubaka ubushobozi bwo gutunganya no guhumurizwa hamwe nubu bwoko bwo gupima.
Hindura ibyifuzo byubuyobozi. Raporo yimpano ntizacika mubisobanuro byubuyobozi ijoro ryose. Kwiruka ainzira ibangikanye yerekana kwiyongera hamwe nubushakashatsi bwa MMM hamwe namakuru yimiterere yubaka ibyiringiro muburyo bushya bidasabye inzibacyuho yuzuye.
Kubaka inzira gahoro gahoro. Abimuka bahindura ibigeragezo mubikorwa byisubiramo. Buri kizamini cyo kwiyongera kigomba kubyara uburyo bwanditse butuma ubutaha bwihuta kandi buhendutse.
Ongera ibyemezo bya cadence. Kimwe mu byiza byo kwiringira icyerekezo hejuru yukuri ni umuvuduko. Icyumweru cyo guhindura ingengo yimari ishingiye ku bimenyetso byiyongera hamwe na MMM ibisubizo biruta igihembwe cyagabanijwe hashingiwe kuri raporo zerekana.
Ibibazo
Inshingano yo Kwamamaza Niki?
Kwamamaza ibicuruzwa ninzira yo gutanga inguzanyo kubintu byamamaza byagize uruhare muguhinduka. Ibicuruzwa bisanzwe biranga ibicuruzwa birimo gukanda-gukanda, kubanza-gukanda, umurongo, hamwe namakuru-ashingiye kubiranga. Buri wese atanga inguzanyo zitandukanye murugendo rwabakiriya. Inshingano ningirakamaro cyane mugutezimbere imikorere yo kwiyamamaza mumiyoboro, ariko ntishobora kumenya niba kwamamaza byateje umusaruro mubucuruzi.
Nigute Wapima Inshingano yo Kwamamaza?
Inshingano zapimwe muguhuza amakuru yo guhinduranya aho akorera mbere, ukoresheje pigiseli ikurikirana, ibipimo bya UTM, na CRM data gushushanya inzira. Kwamamaza ibiranga porogaramu porogaramu itangiza iki gikorwa kandi igatanga imiterere itandukanye yo guhitamo. Intambamyi nyamukuru yo gusobanukirwa ni uko inzira zose zerekana kugena inguzanyo zishingiye ku isano, ntabwo ari impamvu.
Niyihe software nziza yo gukurikirana ibicuruzwa byamamaza?
Porogaramu nziza yo kwamamaza ibicuruzwa biterwa nubucuruzi bwawe nintego zo gupima. Google Analytics 4 hamwe na platifomu-kavukire ikoresha neza ibyingenzi neza. Ibikoresho nka Northbeam, Triple Whale, na Rockerbox byubatswe kubisubizo bitaziguye hamwe na e-ubucuruzi. Kubyemezo byingenzi, software ikora neza iyo ihujwe na MMM no kugerageza kwiyongera aho gukoreshwa mubwigunge.
{ "@context": "https://schema.org", "@ubwoko": "Ibibazo", "MainEntity": [ { "@ubwoko": "Ikibazo", "izina": "Inshingano yo Kwamamaza Niki?", "igisubizo cyemewe": { "@ubwoko": "Igisubizo", . } } , { "@ubwoko": "Ikibazo", "izina": "Nigute Upima Inshingano yo Kwamamaza?", "igisubizo cyemewe": { "@ubwoko": "Igisubizo", . } } , { "@ubwoko": "Ikibazo", "izina": "Niyihe software nziza yo gukurikirana ibicuruzwa byamamaza?", "igisubizo cyemewe": { "@ubwoko": "Igisubizo", . } } ] }
Umwanzuro
Ikibazo cyo kwamamaza ibicuruzwa ntabwo ari ikibazo software nziza yonyine ikemura. Nuburyo bugarukira kubyo ibiranga bishobora gukora. Igenwa ry'inguzanyo hamwe n'impamvu zibitera ni ibintu bitandukanye, kandi kubihuza biganisha ku byemezo byingengo yimishinga ishigikira gufata ibyifuzo bikenewe.
Amashyirahamwe akura cyane yakemuye iki kibazo yubaka sisitemu yo gupima aho buri gikoresho kigira uruhare rusobanutse: amakuru yimikorere yo kuyobora, kwitirirwa amayeriibimenyetso, MMM yo kugabura ingamba, hamwe no kugerageza kwiyongera kubwimpamvu. Igice gikurikira muriki gice kirasuzuma uburyo abayobozi bashinzwe kwamamaza bakoresha ibyo bimenyetso hamwe kugirango bahitemo aho amadolari akurikira agomba gushora.
Niba ushaka kujya kure cyane aho ibiranga bisenyuka mbere yo kwimukira kuri kiriya gice, uku gusenyuka kwamamaza ibiranga impumyi bitwikiriye uburyo bwihariye bwo gutsindwa muburyo burambuye. Kubireba mugari uburyo bwo guhuza ibipimo nicyemezo cyinjira, iki gitabo kijyanye no kwamamaza ibicuruzwa bya digitale ni ingirakamaro.
