CRM uye Dhata Mapuratifomu

Iyo Yekuzivikanwa Pikicha muCustomer Dhata Management

The Consumer Identity Dambudziko

Mune ngano dzechiHindu, ravana, nyanzvi huru, uye mambo wedhimoni, ane misoro gumi, inofananidzira masimba ake akasiyana-siyana nezivo. Misoro yacho yakanga isingaparadziki nekugona kuita morph uye kukura zvakare. Muhondo yavo, Rama, mwari murwi, nokudaro anofanira kuenda pazasi pemisoro yaRavana uye anonangisa museve uri pamwoyo wake wega kuti umuuraye zvakanaka.

Munguva dzemazuva ano, mutengi akafanana neRavana, kwete maererano nemagadzirirwo ake akaipa asi mazita ake akawanda. Tsvagiridzo inotaura kuti mutengi wepakati muUS nhasi akabatana nemidziyo 3.64 Nekuwanda kwezvishandiso zvezera idzva senge vatauri vakangwara, zvinopfekeka, dzimba dzakabatana, uye mota, nezvimwe, zvinofungidzirwa kuti anogona kubatana nazvo. akawanda anosvika makumi maviri emidziyo munguva isiri kure zvakadaro. Sezvazvakaita kuRama, izvi zvinopa dambudziko rakajeka kumushambadzi wanhasi - nzira yekufamba nemumaza ezvishandiso izvi kuziva uye kuziva MUtengi kuti agone kuve ari mumwechete, nguva dzose, uye nemamiriro ezvinhu pane ake anogoneka kubata nzvimbo.

Tsvagiridzo yeindasitiri inoratidza kuti chikamu chidiki chete chemabhizinesi evatengi chinogona kunyatso ratidza vateereri vavo - nekudaro kuuya uye nekukasira kusimuka kweIdentity manejimendi mhinduro dzinobatsira mabhizinesi kugadzirisa kuzivikanwa kwevateereri vavo mukuzivikanwa kwevatengi uye maprofile. Saizi yeIdentity mhinduro musika inofungidzirwa kukura kubva pamadhora mazana mapfumbamwe emamiriyoni pari zvino kusvika pamusoro pemadhora mazana maviri nemakumi matanhatu emadhora panosvika 900, ichipfuura kukura kwekudyara kwekudyara.

Ichangopfuura Winterberry research research inoratidza kuti inenge 50% yemabhizinesi evatengi akawedzera kutarisa uye kuronga kuwedzera mari paIdentity mhinduro. Nepo kupatsanura uye kunanga pamidhiya yakabhadharwa inoramba iri nyaya dzekushandiswa kwevatengi, muchinjika-chishandiso uye chiteshi chemunhu pamwe nekuyera uye hunhu zvinotarisirwa kuve nzvimbo dzekutarisa munguva pfupi iri kutevera.

Identity Solutions: Yakapfuura, yazvino uye yeramangwana

Papakati payo, basa rekugadzirisa zvitupa nderekuenderera mberi nekuunganidza data yezviitiko zvevateereri kubva kune rakasiyana seti yedata masosi, mapuratifomu, uye masevhisi kuti atore akabatana, omni-chaneli chitupa uye chimiro chemumwe nemumwe wevateereri. Nekudaro, iyo nzira yakavharwa zvakanyanya kusvika pari zvino nekushambadzira chiteshi chakananga chitupa mapuratifomu uye mazano. CRM dhatabhesi sevachengetedzi vebato rekutanga mutengi uye ruzivo rwekufonera vanga vari iwo makuru ekuzivikanwa mapuratifomu eakananga kushambadzira kushambadzira, kunyanya pamusoro peemail kana tsamba yakananga.

Nekukura kwedhijitari yekushambadzira mari, Dhata Management Mapuratifomu (DMPs) inochengeta dhijitari maitiro evateereri dhata kuti itsigire kuratidza ad kutenga ekushandisa makesi auya mukurumbira. Nekudaro, kukosha kwavo ikozvino kwave kusahadzika nemagadheni akakomberedzwa seFacebook neGoogle kuvhara magonhi pavari. Imwe nzira iri kukura yepesvedzero yanga iri nharembozha data platform kutsigira nharembozha & nzvimbo-yakavakirwa kuita.

Kukunda zvipimo zveakabviswa, akawanda-channel nzira iyo yazvino Identity mhinduro seCRM dhatabhesi kana DMPs inomanikidzwa nazvo, chinotarisisa chiri kuchinjika kune ari kubuda azvino mhinduro senge. Vatengi Dhata Mapuratifomu (CDPs) uye Identity Grafu. Izvi zvinopa yakabatana, cross-touchpoint uye omni-channel nzira yakanangana nekuzivikanwa kugadzirisa uye kubatanidza, ichigonesa kunyatsoenderana, maonero ega emutengi kumutengesi.

Consumer Chitupa Management
Mufananidzo i. Customer identity management ndiyo kiyi yekushambadzira kwemamiriro ezvinhu

Iyo Mechanics yeIdentity Resolution

Identity resolution system basa rakakosha nderekuenderera mberi nekuunganidza data rine chekuita nevateereri kubva kwakasiyana masosi uye kuriisa kuburikidza nekuenderera mberi kwekugadzirisa, kugadzira uye kugadzirisa iyi data kuita maprofile evatengi, ayo anobva ashandiswa nebhizinesi kune dzakasiyana siyana nzira dzekushambadzira kana. mamwe ma activation.

Iyo nzira inosanganisira 3 matanho akakosha:

  1. Data Management - Inosanganisira kuiswa kweakasiyana seti yedata remutengi, zvese kuzivikanwa, uye zvine chekuita nebasa, zvichiteverwa nekugadziriswa uye kuchengetwa kweiyo data mumatura akarongeka.
  2. Chitupa Kugadziriswa -Uyu musanganiswa wakakosha uye wakaomesesa wekutemesa uye ungangoitika maitiro ekutora zviziviso, kuenzanisa, kuyambuka-referencing, uye kubatanidza kune yakasarudzika yevatengi kuzivikanwa inoteverwa neyakagadziriswa nzira yekuwedzera huchokwadi hwekugadzirisa maitiro.
  3. Kugadzira chimiro chevatengi -Izvi zvinobatanidza zviziviso zvese, hunhu, uye zviitiko kuita inowirirana, yakazara Identity Girafu yemutengi, munhu, kana imba.

Chii chinoita Inoshanda Identity Management Solution: 5 Mantras

  1. Ita shuwa kuti Identity system inodyiswa nedata kubva kwakasiyana siyana kwedata masosi. Kwete chete chiitiko chemudziyo asiwo maapplication ari kumashure ekubatsira kudhiraivha kupfuura mudziyo, kuki kana pixel uye kuratidza vanhu chaivo vari kumashure kwavo uye maitiro avo.
  2. Sechikamu chekutonga kwedata, ita shuwa kusangana nekodzero dzevatengi kuvanzika uye kutevedzera zvinodiwa zveindasitiri tsika seGDPR, CCPA nezvimwe.
  3. Kugadziriswa kwechitupa kunofanirwa kusanganisira kunoenderana, mutemo wakavakirwa deterministic match process kuti ive nechokwadi chepamusoro chakanyanya kukosha kutsigira mamiriro, kubatanidzwa kwemunhu mumakesi ekushandisa ekushambadzira.
  4. Iyo yekumisikidza maitiro inofanirwa kuwedzeredzwa nemuchina kudzidza inofambiswa probabilistic kuenzanisa kuwedzera iyo data set, uye kusangana nezvinodiwa zvemakesi ekushandisa senge social media kana kuratidza ad kushambadzira inotarisira mambure akafara asi zvishoma 1: 1 personalization.
  5. Iyo inogadzirwa chimiro chemutengi, muchimiro cheIdentity graph, nepo iine chokwadi chinodiwa uye kurongeka kwenguva, inofanira kuenda kupfuura zvinongedzo kune zviziviso uye hunhu nekubatanidza inodiwa ruzivo kuti igone kugonesa kushambadzira activation makesi ekushandisa.

Sameer Narula

Sameer anga aine Manthan kweanoda kusvika makore manomwe achitungamira chigadzirwa manejimendi kune akawanda zvigadzirwa mitsara. Mune basa iri, ane basa rekuzadzisa chigadzirwa lifecycle manejimendi kubva pakubata pamuviri, kusimudzira kusvika pakutorwa. Pakazere, Sameer ane 7+ makore ehunyanzvi achipa tekinoroji inotungamirwa nebhizinesi application mhinduro kumabhizinesi makuru. Iye zvakare ane ruzivo rwakakosha rwekushanda pamwe niche / kutanga-up tekinoroji makambani mukutanga kana yekutanga-nhanho yepakati yenhengo yechikwata kugona.

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