6 Matanho Ekutora Vatengi Dhata Platform (CDP) Tenga-mukati Neako C-Suite

Nei Uchifanira A CDP

Zvinogona kuve nyore kufunga kuti munguva iripano inotyisa isina chokwadi, maCxO haana kugadzirira kuita mari hombe mukushambadzira kunoitwa nedhata uye nekushanda kwekambani. Asi zvinoshamisa kuti ivo vachiri kufarira, uye zvinogona kudaro nekuti vanga vachitotarisira kudzikira, asi tarisiro yemubairo wekunzwisisa chinangwa chevatengi nemufambiro zvaive zvakakosha kuti varege kuteerera. Vamwe vari kutomhanyisa zvirongwa zvavo zvekushandurwa kwedhijitari, nedhata revatengi chikamu chepakati chemamepu avo.

Nei Makambani Achiri Kuisa Mari Mune Dhijitari Shanduko?

CFOs, semuenzaniso, vanga vatove vasina tariro nezve 2020 hupfumi zvakanaka pamberi peCovid-19. Munguva pfupi yapfuura CFO Global Bhizinesi Outlook ongororo, muna 2019, vanopfuura makumi mashanu kubva muzana emaCFO vaitenda kuti US yaizoona hupfumi husati hwapera gore ra50. Asi kunyangwe tariro, CDPs dzakaramba dzichiratidza kukura mu2020. Zvichida vazhinji mukutungamira kwepamusoro vari kuenderera mberi nekudyara muvatengi data nekuti hazvina kumbove zvakanyanya kukurumidza kuti vanzwisise izvo zvavanoda vatengi vavo, zvavachaita, uye vatenge zvinotevera sezvo mamiriro achichinja svondo nevhiki panguva yechirwere chiri kuenderera. 

Uye kunyangwe hazvo makore ezvehupfumi anga ave kutoungana kumusoro kusvika kumagumo kwe2019, maECOs anga asina kutarisisa pakudhura mitengo. Pane kudaro, ivo vaifarira kuenderera nekungwarira uye nekuvandudza purofiti. A 2019 Gartner ongororo vakawana kuti maECOs ainyanya kufarira kupokana nemamiriro ekuderera emusika nekutsvaga mikana mitsva yekukura uye kugadzirisa zvirinani mitengo.  

Kutora? Nguva dzanhasi dzisina chokwadi dziri kunyatso kuita shanduko yedhijitari chinangwa chinonyanya kukurumidza. Izvi zvinodaro nekuti CDP inogona kushandisa data analytics uye muchina kudzidza dhizaini dhizaini kuvandudza purofiti pasangano rose. 

Nhanho 1: Pfupisa CDP yako Yekushandisa Kesi

Izvo zvakakosha kuti unzwisise iyo kesi yevatengi data uye maCDP. Kana iwe uri C-sutu- kana kana iwe ukashanda padhuze neumwe - iwe wakasarudzika unokwanisa kutora chinzvimbo pakutsanangura kukosha kwezvakakosha zvinoshandiswa kune data revatengi: chitoro chevatengi rwendo rwendo, kukwirisa kunongedza uye chikamu, kukurumidza kufanotaura uye kufurira maitiro evatengi nekutenga, kana kunyangwe dhizaini inokurumidza yezvinhu zvitsva kana zvakagadziridzwa, masevhisi, uye zvigadzirwa. Zvinoenderana neFarland Boka, C-suite vatungamiriri vane zvakasikwa zvakasiyana kubva kune vamwe vateereri. Ivo vanokoshesa kusvika pamwoyo wenyaya nekukurumidza, vachiremekedza mhedzisiro yeprojekiti, nekukurukura zano, kwete matekiniki. Gadzira yako pani yekubudirira nekuimisikidza neiyo inoteedzana Executive chidimbu. 

  • Tarisa pane mamwe matambudziko: Iwe unoda kukwanisa kuita chirevo chakadai: “Mukati memakota matatu apfuura, kutengesa kwakaderera. Tinoda kudzoreredza iyi tsika nekuwedzera avhareji kutengesa pamutengi uye kutenga frequency. "
  • Ziva chinokonzera: “Parizvino, hatina maturusi ekushandura data kuita munhu. Kunyangwe isu tichiunganidza yakawanda data yemutengi, inochengetwa mumarudzi akasiyana siyana (poindi-yekutengesa, chirongwa chekuvimbika kwevatengi, webhusaiti, dura remuno data reWi-Fi). ”
  • Fungidzira zvinotevera: "Kana tikatadza kunzwisisa kuti maitiro evatengi ari kuchinja sei, ticharasikirwa nekutengesa uye chikamu chemusika kune vanokwikwidza vanogona kugutsa zvido zvitsva, munzira dzakasiyana, zvirinani kupfuura zvatinokwanisa."
  • Nyora mhinduro: “Tinofanirwa kushandisa Customer Data Platform kuti ibatanidze data revatengi. Tichishandisa CDP, tinofungidzira kuti avhareji yekutengesa pamutengi ichawedzera ne155 muzana uye nguva yekutenga ichawedzera nezvikamu makumi mana kubva muzana. ” 

Nyaya yemunhu wese yebhizinesi yakasarudzika. Izvo zvakakosha ndezvekuona matambudziko nevatengi manejimendi manejimendi, maitiro avanokanganisa kugona kwako kuwana ruzivo rwevatengi, uye nei iwo manzwisisiro achikosha. Unogona zvakare kuda kuona kuti nei nyaya idzi dziripo uye nei nzira dzakapfuura dzakatadza kuzvigadzirisa. Chikurukuru, gadzira pfungwa yekukurumidzira nemetriki yemari inoratidza kuti izvi zvinokanganisa sei zviwanikwa zvebhizinesi.

Nhanho 2: Pindura mubvunzo: "Sei CDP?"

-Basa rako rinotevera ndere kufunga kumashure kune imwe nguva usati waita basa rako rechikoro. Iwe ungangove uine yakawanda mibvunzo, seiyi: "Chii chinonzi CDP?" uye “CDP yakasiyana papi neCRM uye DMP? ” Ino yave nguva yekushandisa ruzivo rwako nekugadzirira mashoma ekutanga, epamusoro-chikamu tsananguro. 

Mushure meizvozvo, tsanangura kuti sei bhizinesi CDP rinogadzirisa nyaya yako yekushandisa, kuzadzisa zvinangwa zvakakosha, uye batsira yako yekutengesa timu kuti iwane zvirinani zvibodzwa. Semuenzaniso, kana zvibodzwa zvebazi rako zviri zvekuvandudza mashambadziro kuburikidza nenguva munhu zvichienderana mutengi mameseji, ratidza sei CDP inogona kubatanidza dhata revatengi kuti vagadzire akawanda mamirioni evatengi mamodheru uye vagadzire zvakasarudzika zvakanangwa zvinyorwa. Kana, kana zvinangwa zvako zviri kunatsiridza kuvimbika kwevatengi, taura nezvekuti CDP inokwanisa sei kubatanidza data rinodzvanya kubva pane nharembozha woibatanidza newebhu iripo, poindi-yekutengesa, uye nedzimwe dhata dzevatengi kuti vagadzire ruzivo rwevatengi zvirinani. 

Nhanho 3: Tora Muono We Iyo Yakakura-Mufananidzo Impact Yaunoda

Vatungamiriri veC-chikamu vanoziva kuti zvakakosha kuva nechiono chemufananidzo mukuru kana uchiita shanduko huru pane yavo zano kana mashandiro. kuti vatungamiriri veC-level vanogona kuungana kumashure. Nekudaro, chako chinotevera chinangwa chichava kuvaratidza iwo CDP ichabatsirawo sangano rako kuwana nzira dzakasiyana-siyana dzakatobvumidzwa, kuratidza chiono chekuti CDP inobatsira sei mukugadzirwa kweyechokwadi-inotungamirwa mashandiro. 

Kuti uite pfungwa yako, zvinobatsira kutaura kuti CDP inogona sei kugadzirisa kudyidzana nevamwe vatungamiriri veC-level. Iyo inowanzo kufuratirwa CDP kubatsirwa ndeyekuti inoderedza kudiwa kweiyo IT rutsigiro nekugadzira kugona pakati pekushambadzira uye IT zvikwata. Hedzino nzira shoma MaCMO nemaCIO ese anokunda aine CDP: 

  • Yakagadziridzwa kuunganidzwa kwedata / manejimendi. MaCDP anotora pamusoro pebasa rakaoma rekutora, kutsvaga, uye kugadzirisa data revatengi kune ese ari maviri ekushambadzira uye madhipatimendi eIT.
  • Otomatiki kubatana kwevatengi maonero. MaCDP anobvisa kusimudza kunorema kubva kune vatengi chitupa, izvo zvinoderedza zvese data rebasa uye kugadzirisa.
  • Kuwedzera kwekushambadzira kuzvitonga. CDPs dzinopa suite izere yekuzvishandira maturusi evashambadzi, kubvisa kudiwa kweIT kuti ibudise mishumo inotora nguva.

B2B yekushambadzira chikuva Kapost muenzaniso chaiwo-wepasirese wekuti synergy iyi inoshanda sei. Kugadzirisa uye kugadzirisa zviitwa zvacho, Kapost yaivimba nemhando dzakasiyana dzemukati maSawa maturusi, seMixpanel, Salesforce, uye Marketo. Nekudaro, kuburitsa nekusimbisa iyo data mukati meaya maturusi kwaive kuri kuramba kuchinetsa. Kuvaka nyowani yekuita metric kwaida uto diki rema software mainjiniya. Zvakare, iyo-yemukati dhatabhesi yakavakirwa kuunganidzira data haigone kuenderana nechikero chaidikanwa uye chaida kutarisirwa nguva dzese kubva kuIT timu. 

Kuti afungidzire zvekare maitiro aya, Kapost akashandisa CDP kuisa dhata rayo kwakawanda kudhatabhesi dzakawanda uye zvishandiso zveSawaS. Mumazuva makumi matatu chete, Kapost yakakwanisa kupa zvikwata zvayo mukana wekupinda nyore kune dhata dzayo rese kekutanga. Nhasi, DevOps ndeyayo nzira yekumedza yakaoma chigadzirwa data, nepo mashandiro ebhizinesi achidzora iro bhizinesi pfungwa kutyaira KPIs. CDP yasunungura timu yekushanda kwebhizimisi yaKapost kubva mukuvimba neinjiniya uye yakapa simba rekuongorora zvivakwa.

Nhanho 4: Dzorera Kumusoro Mharidzo Yako Nezvokwadi Uye Zvimiro

Pfungwa kutengesa mapoinzi akanaka. Pamusoro pazvose, zvakadaro, iwe unoda mhinduro kumubvunzo "Saka manje?"Wese C-level mukuru anoda kuziva:" Chii chinokanganisa pane yedu yepazasi mutsara? " Lucille Mayer, mukuru wezve ruzivo kuBNY Mellon muNew York, akaudza Forbes:

Kiyi yekuwana rukudzo [neC-suite] ndeyekutaura zvine chiremera nezvenyaya yako. Dhata rakaomarara uye metric pane hunhu hwechokwadi uwane kuvimbika. ”

Lucille Mayer, Chief Information Officer kuBNY Mellon muNew York

Mari, mari, uye kukura zvinoshandura kuita purofiti yakazara-kana kwete. Saka taura nezvemabhadharo emahara, uchienzanisa mamiriro ezvemari yanhasi neyakafungidzirwa ramangwana nyika. Apa ndipo paunopinda mune zvakadzama nezve kiyi yemari data senge ROI uye yakazara mutengo wevaridzi. Dzimwe pfungwa dzinogona kutaura.

  • Mari yemwedzi nemwedzi yeCDP inofungidzirwa kuve $ X. Izvi zvinosanganisira vashandi uye masisitimu anodhura pa $ X.
  • Iyo ROI yedhipatimendi rekushambadzira ingave iri $ X. Takawana nhamba iyi nekufungidzira [30% yakawedzera mune-chitoro mari, 15% yakawedzera shanduko yemushandirapamwe, nezvimwewo] 
  • Pangave zvakare ne $ X mukubudirira uye kuchengetedza kwe [iyo IT department, kutengesa, mashandiro, nezvimwewo].

Mimwe mimwe michina iri kushandisa maCDP yakaona mhedzisiro inonakidza. Heano mienzaniso mishoma: 

  • Wezvigadzirwa zvemotokari Subaru inosanganisa data revatengi rakapararira pamabhizinesi emabhosi kukwidziridza kushambadzira ROI. Mhedzisiro:
    • 350% kuwedzera mukushambadzira CTR
    • 15% inowedzera muhurongwa hwehuwandu kubva kune imwe "mari yekudzosa" mushandirapamwe we $ 26M mukutengesa kwemambure
  • Makambani ekuzora Shisedo yakasimbisa data revatengi kutora mukana wekupaza mikana muchirongwa chavo chekuvimbika. Mhedzisiro:
    • 20% kuwedzera mune-chitoro mari pamutendi wekuvimbika mushure megore rimwe
    • 11% kuwedzera kwemari

Nhanho 5: Taura Yako Solution

Ino inguva yekupa chinangwa chekuongorora mhinduro iyo inogonesa yako yakanaka chiratidzo. Tanga na kunyora sarudzo yako nzira uye mutengesi weCDP anounza kukosha kwazvo. Pano, kiyi ndeyekugara wakanangana nezano. Mune chinyorwa nezve achitaurirana neC-suite, Roanne Neuwirth anonyora kuti: “Vatungamiriri vane hanya nemabatirwo avangaite matambudziko ebhizinesi nekusimudzira mari nemari. Havana hanya ne… matekinoroji uye zvigadzirwa - izvo zvinongova nzira dzekuita chinangwa uye zvinopihwa nyore kune vamwe kuti vaongorore nekutenga. ” Saka kana iwe uchida kukurukura nezveCDP maficha, ita shuwa yekuvabatanidza iwo kune akajekeswa mhedzisiro. Pakati pe pamusoro CDP zvinodiwa zveCMOs: 

  • Chikamu chevatengi. Gadzira zvikamu zvinoshanduka zvinoenderana nehunhu hwevatengi, pamwe nedata revatengi rakachengetwa.
  • Kubatanidzwa kweinternet uye online data. Sona pamwe chete wakaparadzanisa vatengi mabhatani ekupinda mune imwechete profil inozivikanwa neakasarudzika mutengi ID
  • Yepamberi yekuzivisa uye analytics. Ita shuwa kuti munhu wese anokwanisa kuwana ipapo ipapo izvo zvekuvandudzwa uye ruzivo rwehunyanzvi rwavanoda kuti vaite mabasa avo

Nhanho 6: Rongedza Matanho Anotevera, Tsanangura maKPI, uye Gadzirira Mhinduro Kuti Utevere-Mibvunzo

Pakupera kwenzvimbo yako, ipa tarisiro yakajeka yekuti vatungamiriri vangatarisira kuona kukosha kubva pakutumirwa kweCDP. Izvo zvinobatsirawo kupa yakakwira-danho kuburitsa-kunze chirongwa nehurongwa hune zviito zvakakosha. Batanidza metric kune yega nhanho iyo inoratidza kuratidza kuendesa kubudirira. Zvimwe zvinhu zvinosanganisira:

  • Dhata zvido
  • Zvinodiwa nevanhu
  • Budget kubvumidzwa maitiro / nguva

Kupfuura izvozvo, gadzirira kupindura mibvunzo panoperera hurukuro yako, senge: 

  • CDP inopindirana sei nezvatiri kuita zvemartech mhinduro? Sezvineiwo, CDP inoshanda senzvimbo yekuronga zvine hungwaru ruzivo kubva kune edu ese data silos.
  • CDP inonetsa here kubatanidza pamwe nemimwe mhinduro? Mazhinji maCDP anokwanisa kuve nekubatanidzwa nekungobaya mashoma.
  • Ungave sei nechokwadi kuti maCDP ari pano kuzogara? Zvakawanda nyanzvi dzinofunga nezveCDP ramangwana rekushambadzira.

Kupfupisa Izvo Zvese kumusoro - Gadzira Nhasi Kugadzirira Mangwana

Ndeipi nzira yepamusoro yekupfupisa kukosha kweCDP kusangano rako? Chinokosha ndechekutarisa pane pfungwa yekuti CDP haingochengetedze data yevatengi, inopa kukosha nekubatanidza data kubva kumasirosi akasiyana siyana kuti vagadzire profiles dzevatengi dzinoenderana nemaitiro chaiwo-enguva. Zvino, inoshandisa muchina-kudzidza kune akakosha maonere ayo anogona kushandiswa kunzwisisa izvo vatengi zvakakosheswa nezuro, zvavanoda nhasi, uye izvo zvavanotarisira zvichave mangwana. Kupfuura izvozvo, CDP inogona kubvisa mashandisirwo ane chekuita nedata, de-silo makambani emakambani, uye kuzadzisa huwandu hwakawanda hwezvinangwa zvine hungwaru. Pakupedzisira, CDP inobatsira sangano rako kushandisa dhata rayo zvine mutsindo, zvichipa kuvandudza kugadzirwa, mashandiro, uye kukura kwakasiyana-siyana - izvo zvese zvakakosha kuti uwane purofiti zvisinei nekuti hupfumi hunoenda kupi.

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