Key Takeaways
Hapana imwe nzira yekuyera inogona kupindura mibvunzo yese inotarisana nevatungamiriri vemazuva ano vekushambadzira. A layered stack inosanganisa akawanda maturusi anodiwa.
Dambudziko rekushambadzira ratidzo rakaumbwa: rinopa chikwereti kune touchpoints asi haigone kuratidza causality. Inoshanda zvakanyanya kune tactical optimization, kwete yehurongwa sarudzo.
Kushambadzira musanganiswa modhi inotaridza mabiko ekudzokera uye chiteshi saturation, ichibatsira kutungamira kwenguva refu yekugoverwa kwebhajeti.
Kuwedzera kwekuyedza ndiyo nzira yakavimbika yekuona kana basa rekushambadzira rakagadzira mhedzisiro, pane kubatwa kudiwa kwagara kuriko.
Kuronga zvikwata zvekuyera kuita mapiyona, vagari, uye vanoronga kunovimbisa kuti yega yega yebasa inowana zviyero zvakaringana uye nekukurumidza kuita sarudzo.
Vazhinji vatungamiriri vekushambadzira vanoziva dambudziko rekushambadzira hunhu zvakanaka: iwe une madhibhodhi akazara nedata, asi manhamba haapindure nekuvimbika kuti ndeapi makudyara ari kufambisa kukura. Masikirwo acho ndeekutsvaga chishandiso chirinani, modhi ine hungwaru, kana yakanyatsojeka maitiro ekutaura. Asi masangano ari kuwana kuyerwa chaiko akatama kupfuura iwo masikirwo.
Vakarega kutsvaka manyuko mamwe echokwadi. Dambudziko rekutengesa kushambadzira chikamu chedambudziko rakakura: nharaunda dzemazuva ano dzekushambadzira dzakanyanya kuomarara kune imwe nzira yekuvhara zvese. Kuwanikwa kunoitika pamapuratifomu akawandisa, nzendo dzevatengi dzakapatsanurwa, uye shanduko yekuvanzika yakabvisa chiratidzo chakawandisa kune chero chishandiso kupa mufananidzo wakazara.
Chii chinoshanda pachinzvimbo inzira yakasarudzika. Nzira dzekuyera dzakasiyana dzinopindura mibvunzo yakasiyana, uye masangano ekukura kwepamusoro anoabatanidza nemaune. Marketing mix modelling inotungamira hurongwa hwekugovera bhajeti. Kuwedzera kuyedzwa kunosimbisa kana chimwe chiitiko chakakonzera mhedzisiro. Platform data inobata zuva nezuva mushandirapamwe optimization. Imwe neimwe inoita basa rakatsanangurwa. Hapana kana chimwe chazvo chinoshanda sechirongwa chakazvimirira.
Ichi ndicho chidimbu chechipiri muzvikamu zvitatu zvakatevedzana pachiyero chemazuva ano chekushambadzira. Chikamu chekutanga chakaongorora kuti nei ma metrics echinyakare senge traffic, masanjiro, uye ROAS ari kuita kushomeka. Ichi chidimbu chinovhara maitiro ekuvaka kuyerwa sisitimu inotsigira chaizvo sarudzo dzekukura.
Nei Kusina Imwe Kuyera Nzira Inoshanda Zvakare
Iwo maturusi ekushambadzira edhijitari akawanda anovimbwa nawo nezvikwata zvakavakwa kune imwe nharaunda. Vakashanda nemazvo apo nzendo dzevashandisi dzaive dzakati tsvikiti, makuki akateedzerwa nekuvimbika mukati mezvikamu, uye kuwanikwa kwakawanda kwakaitika kuburikidza nematanho aive nyore kunyora. Mhoteredzo iyoyo yaenda.
Nhasi, mutengi anogona kusangana nemhando kuburikidza nemhinduro yakagadzirwa neAI, oitsvaga paYouTube, ikurukure mune yakavanzika meseji shinda, uye shandura kuburikidza nekutsvaga kwechiratidzo mavhiki matatu gare gare. Iyo attribution system inorumbidza yekupedzisira touchpoint. Nzira dzakanyatsoumba sarudzo dzinowana zvishoma kana kusavapo.
Iri ndiro dambudziko guru remaitiro. Marketing attribution modhi dzakagadzirirwa kupa kiredhiti, kwete kuratidza chikonzero. Kunyangwe yakaomesesa yeakawanda-touch attribution yekushambadzira nzira ichiri kushanda mukati meiyo imwechete yakakosha zvinomanikidza: ivo vanogona kuratidza kuti ndeapi ma touchpoints akatangira kutendeuka, asi havagone kuratidza kuti kubvisa chero ipi zvayo ingadai yakashandura mhedzisiro.
Ndeapi masangano ekukura kwepamusoro akaziva kuti maturusi ekuyera akasiyana anopindura mibvunzo yakasiyana. Attribution modelling mhinduro: ndedzipi dzekubata dzaivepo pasati patendeuka? Kushambadzira musanganiswa wekuenzanisira mhinduro: ndepapi mabiko anodzoka akasimba pachiteshi nekufamba kwenguva? Kuwedzera kwekuedza mhinduro: chiitiko ichi chakanyatso shandura mhedzisiro here?
Mubvunzo wega wega une basa. Chimwe nechimwe chinoda nzira yakasiyana. Maererano neNP Digital tsvakurudzo, 90 muzana yevashambadziri vekukura kwepamusoro vanoisa mberi kuongororwa kwekuwedzera, 61 muzana vanoshandisa maitiro ekufananidzira, uye 42 muzana vanoshandisa kushambadzira musanganiswa wekuenzanisa. Zvikwata zvinonyanya kushanda zvinoshandisa ese ari matatu, akayerwa nesarudzo iripo.
Marketing Mix Modelling seStrategic Guidance
Marketing mix modelling, kana MMM, inotora nzira yakasiyana yekuyera pane kupihwa. Panzvimbo pekutevera nzendo dzemushandisi wega wega, inoshandisa yakaunganidzwa yenhoroondo data kuenzanisira hukama pakati pemari yekushambadzira uye zvakabuda mubhizinesi mumatanho nekufamba kwenguva. Mhedzisiro inoonekwa yemarginal returns iyo attribution system haigone kupa.
MMM inonyanya kubatsira pakuziva pane imwe neimwe dhora rekushandisa muchiteshi chinoburitsa kudzoka kuri kudzikira. Nzira inomhanya paROAS yakasimba yakasanganiswa inogona kutaridzika zvakanaka mudhibhodhi nepo iyo yekupedzisira makumi matatu muzana yebhajeti iri kuunza mari isingaite yekuwedzera. MMM inoratidza kusashanda ikoko. Inobatsirawo kuona mafambisirwo emuchinjiko, sekuti vhidhiyo kana brand investimendi kumusoro inokanganisa sei shanduko mukutsvaga kwakabhadharwa kuzasi.
Pakugoverwa kwebhajeti rehurongwa, izvi zvinoita kuti MMM ive chishandiso chakavimbika kwazvo chinowanikwa. Izvo hazvidi mushandisi-level yekuteedzera, zvinoreva kuti shanduko yekuvanzika uye kuderedzwa kwekuki hakukanganise iko kurongeka kwayo sezvavanoita pakupihwa. Quarterly MMM inomhanya inogona kugara ichivandudza sarudzo dzenguva refu dzebhajeti kunyangwe masaini ezuva nezuva ane ruzha.
MMM ine miganhu chaiyo. Izvo zvinonetsa kuyera yekumusoro-funnel brand chivakwa nenzira kwayo, nekuti kusarira pakati pechiratidzo chechiratidzo neshanduko yepasi kwakarebesa uye haina kunanga kuti nhoroondo ibatane zvakachena. Masangano anoshandisa MMM kutungamira zvine hungwaru apo achiiwedzera nekutevera mhando uye zvidzidzo zvekuona zvinowana mufananidzo wakazara.
Kuwedzera Kuedzwa seCausal Injini
Kana MMM ichipa gwara rekutungamira, kuyedza kwekuwedzera kunopa humbowo hwechikonzero. Mubvunzo wainopindura wakananga: izvi zvingave zvaitika dai basa rekutengesa iri risina kuitika? Iwoyo mubvunzo wakasiyana zvakanyanya kubva kune izvo mamodheru anobvunza, uye mhinduro yacho inonyanya kubatsira pakusarudza kwekudyara.
Mamiriro akajairika ekuwedzera anosanganisira kuyedza geo, bvunzo dzeholdout, uye kumbomira mushandirapamwe. Muchiyedzo che geo, misika yenzvimbo inofananidzwa inotaridzwa uye mari inovharirwa muboka rimwe ichichengetwa mune rimwe. Kusiyana kwemigumisiro pakati pemapoka maviri anoparadzanisa causal lift kubva mubasa rekutengesa. Miedzo yeHoldout inoshandisa pfungwa imwechete padanho revateereri. Campaign kumbomira, uku cruder, inogonawo kuratidza kana mhedzisiro inodonha kana kushandisa kwakamira.
Kune zvikwata zvinomhanyisa Amazon kupihwa kana kumwe kuyerwa-kwakavakirwa pamusika, kuyedzwa kwekuwedzera kunonyanya kukosha nekuti shanduko-inoshumwa papuratifomu inowanzoratidza kudiwa kwanga kuripo pane kuda kuti mushandirapamwe ugadzirwe.
NP Dhijitari yekutsvagisa yekutevera yakawedzera maringe neyakafungidzirwa shanduko mumatanho akawana mikaha ine musoro munenge mune yese nyaya. Organic social yakaratidza 13 muzana yakawedzera kusimudza ichipesana ne3 muzana inonzi inosimudzira. Nharaunda yakabhadharwa yakaratidza 17 muzana yekuwedzera kusimudzwa ichipokana ne24 muzana inonzi, zvichiratidza kuti hunhu hwaive hwakanyanya-kukwereta iyo chiteshi. Aya mapundu anobata zvakananga uko bhajeti rinofanira kuenda, uye hazvionekwe pasina kuwedzera kweyedzo.
Kuwedzera kuyedzwa kunoda kuronga uye data rakachena, asi hazvidi bhajeti rakakura. Kunyangwe imwe yakanyatsogadzirwa geo holdout pane yakakura chiteshi inopa nzwisiso yakavimbika kune causal kukanganisa kupfuura mwedzi yekupihwa kwekuzivisa.
Platform Data Ichiri Nyaya, Asi Chete Yekugadzirisa
Platform dashboards kubva kuGoogle, Meta, uye mamwe mapuratifomu ekushambadzira anoramba achibatsira, asi basa ravo rakatetepa kupfuura izvo zvikwata zvakawanda zvinozvitora. Iwo mapofu mapofu akavakirwa papuratifomu kushuma ane chimiro, kwete netsaona. Mapuratifomu akagadzirirwa kukwidziridza mashandiro emushandirapamwe mukati meavo ecosystems. Izvo hazvina kugadzirirwa kukuudza kana kuita ikoko kwakachinja bhizinesi rako.
Zvesarudzo zvezuva nezuva, data yepuratifomu ndiyo chaiyo chishandiso. Pacing mari inopesana nebhajeti, kugadzirisa mabhidhi zvichienderana nemasaini ekuita, kuona kuneta kwekugadzira, uye kuongorora nyaya dzekutumira zvese zvinoenderana nepuratifomu metrics. Idzi sarudzo dzekushanda, uye data yepuratifomu inovabata zvakanaka.
Iko data yepuratifomu inova isingavimbike iri mune zvine hungwaru sarudzo. Algorithms inokwidziridza kune vashandisi vangango shandura, zvinoreva kuti vanonyatsofarira kuda kubatwa pamusoro pekugadzirwa kwekuda. Iyo yakakwira ROAS nhamba mupuratifomu dashboard inogona kuratidza inoshanda algorithm, isiri inoshanda kushambadzira.
Sekureva kweNP Digital tsvagiridzo, kutadza kwakashata kunodhura mabhizinesi madiki avhareji ye19.4 muzana yemari yekushambadzira, makambani epakati-pamusika 11.5 muzana, uye mabhizinesi brand 7.7 muzana. Kushandiswa kwakapambadzwa uku hakuonekwe mukurekodha kwepuratifomu nekuti mapuratifomu haana kukurudzira kuzviburitsa.
Nhungamiro inoshanda ndeyekushandisa mapuratifomu metrics kune zvavari: tactical steering, kwete hurongwa hwechokwadi.
Iyo Pioneer-Settler-Planner MeasurementModel
Kuvaka dhizaini yekuyera sisitimu haingori dambudziko rehunyanzvi. Ndeyesangano. Pane mabasa matatu akasiyana anodiwa nesangano rega rega rekuyera: mapiyona, vagadziri, uye vanoronga.
Mapiyona anoshanda pamucheto wezvinoyerwa zvino. Ivo vanomhanyisa kuyedza kwekuwedzera, vanovaka ekutanga ekushambadzira mamodheru, kuyedza geo holdouts, uye fungidziro-yekuyedza fungidziro inogona kunge isisabatike. Basa ravo harina chokwadi nemagadzirirwo. Mapiyona haatauri chokwadi; vanopa gwara. Kuvabata kune imwecheteyo miyero yekuvimba kwenhamba sekutaura kwekushanda kunomisa basa iri risati raburitsa kukosha.
Settlers vanotora izvo zvinobuda mukuyedza vozvishandura kuita zvinodzokororwa maitiro. Vanonatsa mamodheru, vanosimbisa fungidziro, uye vanobatanidza maonero kumashure kune yekuronga sarudzo. Apa ndipo panotanga MMM inomhanya ichikura kuita mabhuku ekutamba, uye uko kuwedzera kweyedzo mhinduro kunova masisitimu zvikwata zvinogona kushanda nguva dzose. Settlers vanovaka kuvimba nekushandura nzwisiso inotungamira mumasisitimu anogona kunyatso mhanya.
Vanoronga vanochengeta mabasa ezuva nezuva achimhanya. Ivo vanovimba neplatform data, masaini masaini, uye shanduko mechanics kubata kushandisa munguva chaiyo. Iyi layer inofanirwa; pasina izvozvo, kuurayiwa kunoparara. Asi vanoronga havafanirwe kubvunzwa kuti vatsanangure kukura kwenguva refu kana kuongorora shanduko yemaitiro mukuita. Kutarisisa kwavo kukwenenzvera kushanda mukati mezvipingamupinyi zvechiteshi.
Nzira yekutadza iyo masangano mazhinji anowira mairi ndeye kushandisa marongero-nhanho miyero yechokwadi kune yekupayona-chikamu basa. Zvinoda 95 muzana kuvimba kwenhamba kubva kuzviedzo zvinoda nguva yekugadzira zvinovimbisa kuti hapana chitsva chinovakwa. Modhi ine 60 muzana yekuvimbika kwekutungamira, yakapetwa nekukurumidza iteration, inogara ichipfuura mhinduro yakakwana inosvika kota yakanonoka.
Makambani Akakwira-Kukura Anogovera Zvishandiso zvekuyerwa
NP Dhijitari yekutsvagisa yekuyera kuyerwa maitiro kune ese eCanada mabhureki akawana kupatsanurwa kwakajeka pakati peavhareji masangano uye akakwira-kukura. Avhareji yezvikwata zvinogovera zvingangoita makumi matanhatu neshanu muzana ekuyera kwavo kupesvedzero kumapuratifomu dashboard uye makumi maviri neshanu muzana kumaturusi ekushandisa, zvichisiya nzvimbo shoma yedzimwe nzira dzakarongwa.
Mabhureki ekukura kwepamusoro ane anopfuura $750,000 mukudyara kwepagore midhiya anotaridzika zvakasiyana. Platform dashboard reliance inodonha kusvika ku45 muzana. Attribution maturusi ekushandisa anodzikira kusvika 15 percent. MMM inokura kubva pazvikamu zvishanu kusvika pazvikamu makumi maviri kubva muzana. Kuwedzera kuyedzwa kunosvika gumi muzana, uye yekutanga generative yekutsvaga optimization basa account kune imwe 10 muzana.
Aya masangano haasi kusiya kupihwa kana data repuratifomu. Vari kuvaremera. Iyo pfungwa yakatwasuka: mumisika inoramba ichichinja, iwe unovaka kugona kuyerwa uko shanduko iri kuitika, kwete uko kujairana kunonzwa kwakachengeteka. Chinangwa chenzira dzese idzi inzira yekuvimba, zvichireva kuti chiratidzo chakakwana chekuita sarudzo dzebhajeti nekukurumidza, kwete chokwadi chakakwana chinosvika mushure mekunge mukana wavharwa.
Matanho manomwe eKushandura Yako Yekuyera Sistimu
Kuvakazve hurongwa hwekuyera hakudi kutsiva zvese kamwechete. Masangano anoita izvi zvakanaka anoshanduka zvishoma nezvishoma, achiwedzera kugona muhurongwa chaihwo kwete kuedza kugadzirisa zvizere.
Mepu zviyereso zvako zvazvino. Nyora chese chishandiso uye dhata sosi inoshandiswa nechikwata chako uye uone panogara imwe neimwe: yekushanda papuratifomu data, maitiro ekuenzanisa, MMM, kana kuwedzera. Zvikwata zvizhinji zvinoona kuti zvakanyanyonangana mumaviri ekutanga.
Ziva mikaha yesarudzo. Buda pachena kuti ndeipi mibvunzo ine hunyanzvi yausingakwanise kupindura. Dambudziko rekutengesa kushambadzira rinonyanya kuoneka pano: urikupi iwe uri kuita sarudzo dzebhajeti zvichibva pane yakasanganiswa ROAS pasina kuoneka mune magineti kudzoka? Uri kupi kukwereta machanera angangove achitora zviripo kudiwa?
suma basic modelling. Kunyangwe iyo yakapfava yekota MMM kumhanya inopa yakawedzera zano gwara pane kupihwa chete. Tanga nematanho ako ekushandisa zvakanyanya uye mhedzisiro yebhizinesi yakanyatso kusungirirwa kune mari.
Ita bvunzo yako yekutanga yekuwedzera. Sarudza chiteshi chikuru uye gadzira geo holdout kana bvunzo yevateereri. Chinangwa hachisi kukwana; iri kuvaka kugona kwesangano uye kunyaradza nemhando iyi yekuyera.
Chinja zvinotarisirwa zveutongi. Mishumo yekupihwa haizonyangarika kubva pakuongorora kwehutungamiriri nehusiku humwe. Kumhanya aparallel track inoratidza kuwedzera uye zvakawanikwa neMMM padivi pedhata rekupihwa zvinovaka kusatya munzira nyowani pasina kuda shanduko yakazara.
Vaka maitiro zvishoma nezvishoma. Settlers vanoshandura mapiyona ekuedza kuita anodzokororwa workflows. Yese yekuwedzera bvunzo inofanirwa kuburitsa yakanyorwa nzira inoita kuti inotevera ikurumidze uye yakachipa.
Wedzera kusarudzika kwechisarudzo. Imwe yemabhenefiti ekutungamira kuvimba pamusoro pechokwadi chakakwana ndeye kukurumidza. Kugadziridzwa kwebhajeti kwevhiki nevhiki kwakavakirwa pakuwedzera masiginecha uye zvinobuda zveMMM zvinopfuura kurongeka kwekota kwakavakirwa pamishumo.
FAQs
Chii chinonzi Marketing Attribution?
Marketing attribution inzira yekupa kiredhiti kune yekushambadzira touchpoints yakabatsira mukutendeuka. Yakajairika kushambadzira mamodheru emhando anosanganisira kekupedzisira-tinya, kekutanga-tinya, mutsara, uye data-inofambiswa chirevo. Imwe neimwe inopa chikwereti zvakasiyana murwendo rwevatengi. Attribution inonyanya kubatsira mukugadzirisa mashandiro emushandirapamwe mukati mezviteshi, asi hazvigone kuona kana kushambadzira kwakakonzera bhizinesi.
Iwe Unoyera Sei Kushambadzira Attribution?
Attribution inoyerwa nekubatanidza shanduko yedhata kune ma touchpoints akaitangira, uchishandisa tracking pixels, UTM paramita, uye CRM data kumepu nzira. Marketing attribution software mapuratifomu otomatiki maitiro aya uye anopa akasiyana maitiro emhando yekusarudza kubva. Mhedziso yakakosha yekunzwisisa ndeyekuti nzira dzese dzekupihwa dzinopa kiredhiti zvichienderana nekuwirirana, kwete causality.
Ndeipi Iyo Yakanakisa Software yekutevera Kushambadzira Attribution?
Iyo yakanakisa kushambadzira yekushambadzira software inoenderana nebhizinesi rako modhi uye kuyerwa zvinangwa. Google Analytics 4 uye papuratifomu-yekuzvarwa dashboards inobata basic attribution zvakanaka. Zvishandiso zvakaita seNorthbeam, Triple Whale, uye Rockerbox zvakagadzirirwa zvakanangana-mhinduro uye e-commerce mamiriro. Nezvesarudzo dzehungwaru, software yekupihwa inoshanda zvakanyanya kana yapetwa neMMM uye yekuwedzera kuyedzwa kwete kushandiswa kwekuzviparadzanisa nevamwe.
{ "@context": "https://schema.org", "@type": "FAQPage", "MainEntity": [ { "@type": "Mubvunzo", "zita": "Chii chinonzi Marketing Attribution?", "yakagamuchirwaMhinduro": { "@type": "Mhinduro", "text": "Marketing attribution inzira yekupa kiredhiti kunzvimbo dzekushambadza dzakabatsira kushandurudzo. Mamodheru ekushambadza akajairwa anosanganisira kudzvanya kwekupedzisira, kubaya kekutanga, linear, uye data-driven attribution. Imwe neimwe inopa chikwereti zvakasiyana parwendo rwemutengi. Rutivi runobatsira zvakanyanya pakugadzirisa mashandiro emushandirapamwe mukati memakinera, asi kushambadzira hakugone kuburitsa mhedzisiro." } } , { "@type": "Mubvunzo", "zita": "Unoyera Sei Kushambadzira Attribution?", "yakagamuchirwaMhinduro": { "@type": "Mhinduro", "text": "Attribution inoyerwa nekubatanidza data yekushandura kune touchpoints yakatangira pairi, pachishandiswa mapixel ekutsvaga, maUTM parameters, uye data yeCRM kugadzira nzira. Marketing attribution software platforms inogadzirisa iyi nzira uye inopa mamodheru akasiyana ekusarudza kubva. Chinhu chakakosha kunzwisisa ndechekuti nzira dzese dzekuziva dzinopa chikwereti zvichienderana nekuenderana, kwete." } } , { "@type": "Mubvunzo", "name": "Ndeipi Iyo Yakanakisa Software yeKutsvaga Kushambadzira Attribution?", "yakagamuchirwaMhinduro": { "@type": "Mhinduro", "zvinyorwa": "Iyo yakanakisisa yekushambadzira software inoenderana nebhizimisi rako rebhizimisi uye zvinangwa zvekuyera. Google Analytics 4 uye platform-native dashboards inobata maitiro ekutanga zvakanaka. Zvishandiso zvakadai seNorthbeam, Triple Whale, uye Rockerbox zvakagadzirirwa mamiriro e-direct-response uye e-commerce. Nokuda kwezvisarudzo zvekugadzirisa, software yekugovera inoshanda zvakanakisisa pane inoshandiswa muMMM yekuongorora uye yekuongorora." } } ] }
Mhedziso
Dambudziko rekutengesa kushambadzira harisi dambudziko rinogadziriswa zvirinani software chete. Icho chigadziro chechimiro chezvinogona kuitwa neattribution. Kupihwa chikwereti uye humbowo hwechikonzero zvinhu zvakasiyana, uye kuzvisanganisa zvinotungamira kune bhajeti sarudzo dzinofarira kutorwa kwekuda pamusoro pekugadzirwa kwezvinodiwa.
Masangano ekukura kwepamusoro akagadzirisa izvi nekuvaka masisitimu ekuyeresa uko chishandiso chega chega chinoita basa rakatsanangurwa: data yepuratifomu yekutungamira kwekushanda, kupihwa kwehunyanzvi.masiginecha, MMM yekugovaniswa kwehurongwa, uye kuwedzera kweyedzo yekusimbisa causal. Chikamu chinotevera mune ino nhevedzano inoongorora mashandisiro anoita vatungamiriri vekushambadzira aya masaini pamwechete kuti vasarudze kuti dhora rinotevera rekudyara rinofanira kuenda kupi.
Kana iwe uchida kuenda zvakadzika pane iyo attribution inoputsika usati waenda kune icho chidimbu, uku kuparara kwekushambadzira kushambadzira mapofu anovhara chaiwo ekutadza modes zvakadzama. Kuti uwane maonero akajeka ekuti ungabatanidza sei kuyerwa kune sarudzo dzemari, gwara iri kune redhijitari yekushambadzira ratidziro ireferensi inobatsira.
