Yini i-Marketing Attribution?

I-Marketing Attribution

Uma usebenza emkhankasweni wokumaketha, udinga ukwazi ukuthi leso sinyathelo sikwenzele imali yini. Kwesinye isikhathi impendulo ayicaci kahle.

Yilapho isichasiso sokumaketha singena khona.

Isici sokumaketha kwembula:

Kungani iklayenti lakho lithenge umkhiqizo wakho.
Baqale nini ukuxhumana nenkampani yakho?
Kuthathe isikhathi esingakanani phakathi kokuxhumana kokuqala nokuthenga okokuqala?

Uma ukhiphe umkhiqizo omusha ngenyanga edlule futhi kungazelelwe ubone amakhasimende amaningi ethenga ngemva kwemikhankaso embalwa yenkundla yezokuxhumana kanye nokuqhuma kwama-imeyili, uzofuna ukwazi ukuthi yimuphi umkhankaso osebenze kakhulu ekuthengiseni. Ingabe izikhangiso zevidiyo ze-Facebook kanye nezikhangiso eziboniswayo ze-Google ziyabala uma umthengi bese esesha ibhizinisi lakho kubha yokusesha?

Iyini I-Attribution Kwezokumaketha?

Bangu izindlela eziningi ukuze uhlaziye idatha yakho yokumaketha futhi unqume ukuthi lokho kuchofozwa kwe-imeyili noma inkundla yezokuxhumana efana nokuthi ixhunywe nini ukuze ikusize ukhulise imali yakho engenayo. Nawa amanye amamodeli adume kakhulu.

Thinta Isibaluli

Lokhu kulula isichasiso sokumaketha imodeli. Ku isici sokuqala sokuthinta, ikhredithi ephelele iya kulokho okwenze isivakashi safika kuwebhusayithi yakho okokuqala ngqa, okuphawula ukuqala kohambo phakathi kwekhasimende nebhizinisi lakho. Ku isichasiso sokugcina sokuthinta, ukusebenzelana kokugcina nekhasimende ngaphambi kokuba libe ikhasimende elikhokhayo, okubalulekile.

Nakuba womabili amamodeli eqondile futhi kulula ukuwasebenzisa, kungase kube lula kakhulu kumabhizinisi afuna ukuqoqa ulwazi olwengeziwe kudatha yawo.

Imodeli Yomugqa

Le modeli ihlukanisa wonke ama-touchpoint ngokulinganayo, okusho ukuthi, konke ukuxhumana ikhasimende elinakho nebhizinisi lakho kubalwa ngokulinganayo njengokube nesandla ekuguquleni. Ikunikeza isithombe esikhulu kunemodeli yokuqala noma yokugcina yokuthinta ukumaketha.

Nakuba le modeli icabangela yonke into eholela ekuguqulweni, kungase kube nzima ukunquma ukuthi iphoyinti lokuthinta ngalinye kufanele lithole isikweletu esingakanani. Kumodeli ewumugqa, i-Facebook efana, ukubhalisa nge-imeyili, nokuhambela ingqungquthela konke kuzothola inani elifanayo, elinganembile kuwo wonke amamodeli ebhizinisi.

Imodeli Yokubola Kwesikhathi

Le modeli inika ikhredithi enkulu esizeni sokuguqulwa, ivumela abakhangisi ukuthi bahlaziye ngempela ukuthi yini eqhube ikhasimende ukuthi lithenge. Lapho iphuzu lisondelana kakhulu ngaphambi kokuguqulwa, liba nekhredithi eyengeziwe.

Njengamanye amamodeli, nayo ine-downside. Imodeli yokubola kwesikhathi ayiniki ikhredithi lapho ikhasimende liqala ukuba nentshisekelo ebhizinisini lakho, okungaba ulwazi olubalulekile uma uzama ukuthola amakhasimende amasha.

Imodeli esekwe esikhundleni

Kunezindlela ezimbili ezahlukene zokumaketha ngaphansi kwemodeli esekwe esikhundleni, ezama ukuzuza ukuzibandakanya kwamakhasimende ngomthelela.

Okumise okwe-U: Le modeli ibala ukuthintwa kokuqala nokuguqulwa komthofu njengo-40% obhekele ukuhola, okushiya omunye u-20% ehlukene phakathi.
Okumise okwe-W: Okufanayo nemodeli ye-U-Shaped, kodwa ihlanganisa nesiteji samathuba njengengxenye eyinhloko, eholela ekuguquleni.

Okugxilwe kakhulu kule modeli yilapho amakhasimende akuthola khona nokuthi yini ebenze bathenga. Kuyindlela enhle yokuhlaziya idatha yakho uma kokubili indawo yokuthinta yokuqala neyokugcina ibaluleke kakhulu. Kodwa-ke, le modeli ibukela phansi isiteshi sokuthengisa futhi ingahluleka ukunikeza ikhredithi phakathi, njengocingo lokuthengisa noma ukubuka i-webinar.

I-algorithm noma imodeli yangokwezifiso

Lena imodeli yesibaluli yokumaketha ethuthuke kakhulu, njengoba yenzelwe ibhizinisi ngalinye. Indawo yokuthinta ngayinye yohambo lwekhasimende yabelwa ngokuhlukile, kuye ngokuthi ibhizinisi likholelwa ukuthi ibaluleke kangakanani. Ingase futhi ibalwe mathupha noma isetshenziswe ngokufunda komshini ukuze uthole idatha entsha futhi ucwenge imodeli bukhoma.

Njengoba lena kuyimodeli eyinkimbinkimbi kakhulu, iphinde ibe nzima kakhulu ukuyisetha futhi ibiza kakhulu. Kwezinye izimo, kudinga ngisho nobuchwepheshe bososayensi wedatha.

Amaphutha Avamile Okufanele Uwagweme

Uma usebenza ngemodeli yokulinganisa yokumaketha, maningi amaphutha ajwayelekile okufanele ukugweme futhi uqiniseke ukuthi uyikhomba kahle impumelelo yemikhankaso yakho yokumaketha.

Izinto okufanele uzigweme zihlanganisa:

Ukuchema okusekelwe ekuhlobaneni: Uma kubukeka sengathi isigameko esisodwa sidale esinye kanti empeleni besingahlobene.
Ukuchema kwemakethe: Ngenkathi ikhasimende selivele lisemakethe futhi belizothenga umkhiqizo ngokunganaki isikhangiso.
Ukuchema kwe-inventory eshibhile: Uma imidiya eshibhile ibonakala inikele esilinganisweni sezingxoxo samakhasimende ngenkathi ingenayo nhlobo indima.
Ukuchema kwesignali yedijithali: Uma amamodeli engabandakanyi ubudlelwano phakathi komsebenzi we-inthanethi nokuthengiswa okungaxhunyiwe ku-inthanethi.

Iyiphi Imodeli Okufanele Uyisebenzise?

Kunezici eziningi ezingena ekukhangiseni kokuchasisa futhi ngayinye inezinzuzo zayo kanye nobubi bayo. Ayikho imodeli elingana wonke umuntu. Kuya ngokuthi uyini umgomo wakho wokugcina.

Amamodeli we-Single-touch afaneleka kangcono kumabhizinisi amancane anenguquko esheshayo, kuyilapho amamodeli asekelwe ngokwezifiso noma asekelwe esikhundleni angcono emaqenjini okuthengisa e-B2B adinga ucwaningo oluningilizayo emijikelezweni yokuthengisa emide.

Indlela engcono kakhulu eya phambili ukuthola ukuthi i-marketing attribution ingakusebenzela kanjani ukuze uzuze. Thola ukuthi yimiphi imininingwane abakunikeza yona futhi usebenzise izindawo zokuthinta ezibaluleke kakhulu ebhizinisini lakho.

Ulungele ukubona ukuzenzakalela kokumaketha isenzo?

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