Nei Shanduko Diki muCPG Kutengesa Kushambadzira Kukwidziridzwa Kunogona Kutungamira Kumigumisiro Mikuru

Zvikwereti zvevatengi

Chikamu cheVatengi veNzvimbo inzvimbo inoverengeka kudyara nekusagadzikana kwakanyanya kunoguma nekuchinja kukuru muzita rekuita uye purofiti. Maindasitiri hofori senge Unilever, Coca-Cola, uye Nestle vachangobva kuzivisa kuronga patsva nekuronga patsva kukurudzira kukura uye kuchengetedza mari, nepo vashoma zvigadzirwa zvevatengi vari kurumbidzwa sevasina kugadzikana, vatsva vebato crasher vanowana budiriro yakakosha uye kutarisirwa kwekutenga. Nekuda kweizvozvo, kudyara muhurongwa hwekutarisira mari iyo inogona kukanganisa kukura kwepasi-mutsara kunoiswa pamberi nyore nyore.

Hapana kana kupi kuongororwa kwakanyanya kupfuura kwekushambadzira kwekutengeserana uko makambani emidziyo evatengi anoisa mari inodarika makumi maviri muzana yemari yavo chete kuti vaone kupfuura makumi mashanu neshanu muzana ezve kukwidziridzwa kusingabatsiri maererano naNielsen. Uyezve, iyo Kusimudzira Optimization Institute fungidziro:

Kugutsikana kwakatenderedza kugona kwekusimudzira kushambadzira kwekutengeserana uye kuita pazvitoro kwaderera uye iko zvino kwakamira pa14% uye 19%, zvichiteerana mune yavo 2016-17 TPx uye Retail Kuuraya Chirevo.

Nemhedzisiro inokatyamadza zvakadaro, mumwe anogona kufungidzira kuti kushambadzira kwekushambadzira kunokanganisa shanduko inoteedzana mumakambani eCPG, asi chokwadi ndechekuti kugadzirisa kusimudzira kwekutengeserana hakufanirwe kuda kuita kwakakura, vanhu uye zvigadzirwa zvakagadziriswa zvinodikanwa nedzimwe nzira dzekuvandudza mutengo. Panzvimbo iyoyo, iyo nzira yekutengesa kusimudzira optimization yakavezwa neshanduko diki idzo dzinogona kuve neakakosha uye akaomarara maitiro.

Zvipira Kuita Zviri Nani

Munyika mune makambani ari kudyara mamirioni emadhora mukusimudzira kusingabatsiri, kunyangwe chikamu chidiki muzana chinowedzera zvichawedzera zvakanyanya kumutsara wepasi. Nehurombo, masangano mazhinji akanyora-kushambadzira kushambadzira senzvimbo yemubhadharo wakakodzera pachinzvimbo chekuzvibvunza iwo mubvunzo mumwe chete -

Ko kana ndikaita imwe shanduko kune imwe yekusimudzira kune mumwe mutengesi?

Nerubatsiro rweyakazara yezvokutengeserana inosimudzira optimization mhinduro, mhinduro iri maminetsi kure nekugona kufungidzira KPIs inosanganisira purofiti, vhoriyamu, mari uye ROI yemugadziri uye mutengesi. Semuenzaniso, kana chigadzirwa A chave kumhanya pane kusimudzira pa2 kwemadhora mashanu, chii chingave chinokanganisa kana kusimudzira uku kukaitwa pa5 kwe $ 2? Iko kugona kwekushandisa kufanofungidzira analytics kugadzira raibhurari yeaya "ko-kana" zviitiko zvine mhedzisiro zvinobvisa fungidziro shure kwekuronga kwekusimudzira uye pachinzvimbo inoshandisa njere yekuziva kuverenga mhedzisiro YAKANAKA.

Usatore "Ini handizive" yeMhinduro

Kukwidziridzwa uku kwakamhanya here? Kukwidziridzwa uku kwaibudirira here? Ichi chirongwa chevatengi chichasangana nebhajeti here?

Iyi ingori mibvunzo mishoma iyo makambani anotengesa zvinhu anotambudzika kuwana mhinduro nekuda kwedata risina kukwana, risiri iro kana risinganzwisisike. Nekudaro, inokodzera uye yakavimbika post-chiitiko analytics idombo repakona rekutora-rinotungamirwa kuita sarudzo riri kutungamira ratidziro yekutengeserana.

Kuti zvibudirire izvi, masangano anofanirwa kubvisa akakanganisa-anowoneka maspredishiti echinyorwa se turusi yekunyora uye kuongorora data. Panzvimbo iyoyo, masangano anofanirwa kutarisa kune yekushambadzira yekusimudzira optimization mhinduro iyo inopa nzvimbo yehungwaru ichipa imwe vhezheni yechokwadi kana zvasvika pakuona nekuverenga kushambadzira ROI. Naizvozvi, makambani anozotarisisa kutarisa kwavo kwavanopedza vachitsvaga ruzivo kuti vanyatso kuongorora mashandiro nemaitiro ekuvandudza mhedzisiro. Tsumo, yausingakwanise kugadzirisa zvausingakwanise kuona, haisi yechokwadi chete kana zvasvika pakutengesa kushambadzira, asi zvinodhurawo.

Rangarira, Izvo ndezvako

Chimwe chezvipingamupinyi zvakanyanya mukutengesa kushambadzira kuri kurwisa iyo tagara tichizviita nenzira iyi mafungiro. Kunyangwe shanduko diki kune maitiro muzita rekuvandudza zvine mukana wekuoma uye kunyange kutyisidzira kana zvisina kuenderana zvakajeka nezvose zvesangano uye zvemunhu zvinangwa. Mu Nhungamiro yeMusika Yekutengesa Ekusimudzira Management uye Kugadziridza kweVashandisi Vemabhizimusi Ezvinhu, VaGartner vanoongorora Ellen Eichorn naStephen E. Smith vanokurudzira kuti:

Iva wakagadzirira shanduko manejimendi kuti utsvage kwakakosha kuyedza Kurudzira hunhu iwe hwaunoda kuitisa nekumisikidza zvinokurudzira nemaitiro, inogona kunge iri chikamu chikuru chekushandisa kwako.

Kune rimwe divi, zvinogona kutaridzika kunge zvine hungwaru kuratidza kuti kuita kweyekutengesa kusimudzira mhinduro shanduko diki. Nekudaro, kusiyana nemamwe mahunyanzvi ekudyara, kuita uye kuona mabhenefiti kubva ku Yekusimudzira Kwekutengesa Kugonesa (TPO) mhinduro inofanira kuitika mukati memavhiki masere kusvika gumi nemasere. Zvakare, nemasikirwo, mhinduro yeTPO inongokosha chete sekugona kwesangano kuyerwa uye kugadzikana kukanganisa mutsetse wepasi nekudaro kudzikisira kudyara kakawanda pamusoro.

Musiyano chaiwo kana zvasvika pakuvandudza kukwidziridzwa kwekushambadzira, uko kunopatsanura kubva kune mamwe mazano emakambani, ndechekuti haisi yekuunza chimwe chinhu chitsva, asi nezvekudyara mune zvirinani. Kukwidziridzwa kuri nani, maitiro ari nani, mhedzisiro iri nani.

Unofungei?

Nzvimbo iyi inoshandisa Akismet kuderedza spam. Dzidza kuti sei deta yako inoshandiswa.