Nhasi, tiri kunyura munzvimbo ye-multi-touch attribution, pfungwa iri kushandura maonero atinoita kusangana kwevatengi. Saka, tora hati dzako dzemutikitivha, nekuti tave kuda kuburitsa chakavanzika chemaitiro evatengi!
Iwo Basics eMulti-Touch Attribution
Chii chinonzi Multi-Touch Attribution?
Ngatiisei chiitiko: mutengi anogumburwa pawebhusaiti yako, anotsvaga zvigadzirwa zvishoma, asi haazvipira kutenga. Nekukurumidza kumberi kwemazuva mashoma, vanosangana nechishambadzo chakanangwa pasocial media feed, tinya nepakati, uye panguva ino, vanopedzisa kutenga. Mubvunzo unomuka: ndeipi nhamburiko yekushambadzira inofanirwa kurumbidzwa nekuda kwekutendeuka? Apa ndipo panopinda MTA pachitarisiko. Kusiyana nemhando dzechinyakare dzinogona kukwereta iyo yekupedzisira ad, akawanda-touch attribution yakafanana nemutambo wechikwata - inobvuma mutambi wese, kupasa kwese, kufamba kwese kwakatungamira kuchinangwa.
Iyo Shift kubva kuChinyakare Models kuenda kune Multi-Touch
Kwapera mazuva apo kudzvanya kwekupedzisira kwaive kushambadza MVP, kutora chikwereti chese chekushandura. MTA yakafanana nemutungamiriri anoshandisa akawanda kamera angles kutaura nyaya yakazara. Izvo ndezvekutora rwendo rwese rwevatengi, kubva pakuziva kwekutanga kusvika kusarudzo yekupedzisira, ichipa maonero akazara enzira yemutengi yekutenga. Iyi nzira inobvumira vatengesi kuti vanzwisise kwete chete mhedziso yerwendo rwemutengi, asi iyo rondedzero yese, kusanganisira zvese zvinomonyoroka nekutendeuka munzira.
Basa reMulti-Touch Attribution muE-commerce
Decoding iyo E-commerce Mutengi Rwendo
Fungidzira iwe semutikitivha, uchicheka pamwechete puzzle yerwendo rwemutengi. Ne mta, une girazi rinokudza iro rinoratidza kuoma kwerwendo urwu. Izvo ndezvekutevera tsoka dzemutengi kubva pakuda kuziva kwavo kwekutanga kusvika kune yavo yekupedzisira sarudzo yekutenga. Zvakafanana nekugadzira mepu yekuvhima pfuma, uko imwe neimwe clue inotungamira padyo nepfuma - mune iyi kesi, yekupedzisira kutenga.
Impact pane Marketing Strategies
Nekunzwisisa kunowanikwa kubva multi-touch attribution, kugadzira yako yekushambadzira nzira inova yakanatswa hunyanzvi. Hauchaposheri miseve murima; pane kudaro, une chinangwa chakajeka. Ruzivo urwu rwunokutendera kuti ugovere bhajeti rako rekushambadzira zvinobudirira, kuisa mari mumatanho uye ma touchpoints aratidza kukosha kwavo murwendo rwevatengi. Munzvimbo ye-e-commerce, izvi zvinoreva kuendesa meseji chaiyo, panguva chaiyo, kuburikidza nenzira kwayo, kuwedzera zvakanyanya mikana yekutendeuka uye kugutsikana kwevatengi.
Kushandisa MTA
Matanho Akakosha Mukutora Multi-Touch Attribution
Kuita MTA munzvimbo ine simba ye e-commerce kwakafanana nekuunganidza pikicha yakaoma. Chidimbu chega chega, kubva pakunyatsounganidza data kusvika kuongororo yakasarudzika, chinoita basa rakakosha mukuburitsa mufananidzo wakazara wekudyidzana kwevatengi. Zvinoenderana neongororo yakaitwa naMcKinsey & Company, mabhizinesi anoisa data pakati pekutengesa kwavo uye sarudzo dzekutengesa anovandudza kushambadzira kwavo kudzoka pakudyara (MROI) ne15-20%.
Maitiro acho anotanga nekuunganidzwa kwakazara kwedata pane ese macustomer touchpoints. Izvi zvinosanganisira kudyidzana kwekutevera pamapuratifomu akasiyana akadai sesocial media, email danidziro, uye kushanya kwewebhusaiti. Iko kuoma kuri mukungounganidza iyi data, asi mukududzira nemazvo kuti unzwisise rwendo rwemutengi. Chirevo chakaitwa naForrester chinosimbisa kuti analytics yepamberi, inopihwa simba neAI uye kudzidza muchina, iri kuwedzera kushandiswa kugadzirisa iyi data, ichipa ruzivo rwakadzama mumaitiro evatengi.
Kusarudza Iyo Yakakodzera Attribution Model
Kusarudza iyo yakakodzera yakawanda-yekubata ratidziro modhi yakakosha uye inotsamira zvakanyanya pane zvakasarudzika zvinodiwa zvebhizinesi rako. Iyo mutsara modhi, semuenzaniso, inopa yakaenzana kiredhiti kune ese touchpoints murwendo rwemutengi, nepo iyo yekuora-nguva modhi inopa kiredhiti kukudyidzana pedyo nekutendeuka.
Sarudzo inofanirwa kuziviswa nekunyatsoongorora kwevatengi vako data uye zvinangwa zvekushambadzira. Semuenzaniso, kana bhizinesi rako re-e-commerce riine kutenderera kwekutengesa kwenguva refu, modhi yekuora-nguva inogona kuve yakakodzera, sezvo ichifunga nezvekushanduka kwechinangwa uye kubatikana kwemutengi nekufamba kwenguva. Kune rimwe divi, kune mabhizinesi ane mapfupi kutenderera kana zvigadzirwa zvekutenga zvisingaite, mutsara modhi inogona kukwana. Kubvunzana nenyanzvi dze data analytics kana kusimudzira ruzivo kubva kune indasitiri-chaiyo nyaya zvidzidzo zvinogona kutungamira iyi yekuita sarudzo.
Kubatanidza neAnalytics
Funga nezve izvi sekuwiriranisa yako yaunofarira playlist pamidziyo yako yese. Kubatanidza multi touch attribution neako maturusi ekuongorora kunopa iwe isina musono, inowirirana maonero e data revatengi vako.
Matambudziko Nekugadzirisa
Kufambisa Data Complexity
Iyo yakaoma inomuka kwete chete kubva kuhuwandu hwe data asi kubva kune dzakasiyana siyana uye velocity. Kuti utore izvi nemazvo, zvakakosha kumisa yakasimba data management system. Iyi sisitimu inofanirwa kukwanisa kuunganidza data kubva kune akasiyana chiteshi - pasocial media, email, yakananga traffic, uye nezvimwe - uye kuisanganisa kuita rondedzero inowirirana. Yepamberi data analytics maturusi uye mapuratifomu anouya pano kutamba, achipa kugona kusefa kuburikidza nekudonha kwedata uku uye kubvisa nzwisiso ine musoro. Nekushandisa tekinoroji senge AI uye kudzidza muchina, mabhizinesi anogona otomatiki maitiro ekuongorora data, achishandura basa rinotyisa kuita rinogoneka.
Kuve nechokwadi cheKuvanzika kweData
Mumazuva ano ecosystem yedhijitari, uko mitemo yekuvanzika kwedata seGDPR neCCPA inobata simba, kuve nechokwadi kuti kuvanzika kwedatha yevatengi mune akawanda-touch attribution inopfuura chinhu chinodiwa - ibasa. Chinokosha chiri mukutora maitiro ekuvanzika, akadai sekusaziva zita, kuchengetedza mvumo yevatengi, uye kuve pachena nezve mashandisiro edata. Ndezvekuvaka dhizaini isingaenderane chete nemirairo yemutemo asiwo inoita kuti vatengi vavimbe. Nekuisa pamberi pekuvanzika, mabhizinesi haangozvidzivirira kubva kune zvinokonzeresa zvemutemo asiwo anosimudzira hukama hwakasimba nevatengi vavo.
Kukunda Nhau Dzechokwadi
Kuwana kurongeka mu-multi-touch attribution inowanzofananidzwa nekurova bullseye mudutu remhepo - zvinoda kunyatsojeka, unyanzvi, uye zvishoma zvekushivirira. Dambudziko rinobva mukusimba kwekudyidzana kwevatengi uye nedhijitari yekushambadzira mamiriro. Kuti uchengetedze chokwadi, funga mazano anotevera:
- Regular Audits uye Model Updates: Ramba uchiyedza uye nekunatsa iyo dhizaini modhi kuti uone kuti inoenderana nekuchinja kwevatengi maitiro uye musika maitiro.
- Batanidzai Feedback Loops: Shandisa zvinobuda pakushambadzira kuvandudza mamodheru enguva yemberi, kugadzira kutenderera kunoramba kuchivandudza.
- Batanidza Qualitative Data: Pedzisa huwandu hwedhata nekuongorora kwevatengi uye mhinduro kuti uwane kunzwisisa kwakatenderedzwa.
- Shandisa Advanced Analytics: Shandisa AI nematurusi ekudzidza muchina kugadzirisa uye kuongorora data zvakanyanya.
- Cross-Channel Data Correlation: Ita shuwa kuti data kubva kune akasiyana chiteshi inorongedzerwa nemazvo kudzivirira kusattribution.
- Kudzidzira uye Unyanzvi: Chengetedza mari mukudzidzisa kuti timu yako inzwisise zviri nani uye kutonga maturusi ekushandisa uye data.
- Kudyidzana neIT uye Data Teams: Shanda padhuze neIT uye nyanzvi dzedata kuona kuti tekinoroji uye yekuongorora maficha eiyo attribution modhi inonzwika.
- Kuedza uye Kuedza: Gara uchiyedza neakasiyana mamodheru uye mamiriro kuti uwane yakanyatsokodzera bhizinesi rako.
Nekushandisa hurongwa uhu, mabhizinesi anogona kukwidziridza kurongeka kwemamodheru e-multi-touch attribution, kuve nechokwadi kuti anoratidza nemazvo rwendo rwakaoma rwemutengi wanhasi wedhijitari.
mhedziso
Sezvatinopeta rwendo rwedu kuburikidza nenyika ye-multi-touch attribution mu-e-commerce, yeuka kuti kunzwisisa rwendo rwemutengi wako kiyi yekuvhura iyo pfuma chipfuva chekubudirira kushambadzira. Saka, chengeta maziso ako akavhurika, gara uchida kuziva, uye rega iyo data ikutungamirire kune hurefu hutsva hwekunzwisisa kwevatengi uye kuita.
