Ongororo & KuedzwaKugonesa Kugonesa

3 Zvikonzero Kutengesa Matimu Anotadza Pasina Ongororo

Mufananidzo wechinyakare wemutengesi akabudirira ndewemunhu anosimuka (pamwe aine fedora nebhegi), akashongedzerwa nerudo, kunyengetedza, uye kutenda mune zvavanenge vachitengesa. Nepo kushamwaridzana uye runako zvine basa mukutengesa nhasi, analytics yakabuda sechishandiso chakakosha mune chero bhokisi reboka rekutengesa.

Dhiyabhorosi iri pakati pemaitiro ekutengesa kwemazuva ano. Kuita zvakanyanya kubva kune data kunoreva kuburitsa iyo chaiyo nzwisiso kuti uone chiri kushanda uye chii chisiri. Pasina analytics panzvimbo yekuita izvi, kutengesa uye vatengesi vanonyanya kushanda murima, vachitungamirirwa ne intuition. Sezvo kugamuchirwa kwe analytics inoramba ichikura, uye sezvo maturusi anowedzera kuoma, charisma haina kukwana; kutadza kubatanidza analytics mukati mekutengesa kutenderera kunomiririra kukanganisa kwemakwikwi.

Tsvagiridzo kubva kuMcKinsey, yakaburitswa muBook rine musoro Big Data, Analytics, uye Ramangwana reKushambadzira & Kutengesa, akawana kuti makambani anoshandisa zvinobudirira Big Data uye analytics ratidza mitengo yezvibereko uye pundutso iri 5 - 6 muzana yakakwirira kupfuura vezera ravo. Zvakare, makambani anoisa data pakati pekushambadzira uye sarudzo dzekutengesa dzinovandudza kushambadzira kwavo dzoka pakudyara (MROI) ne15 - 20 muzana, iyo inowedzera kusvika $150 - $200 bhiriyoni yekuwedzera kukosha.

Ngationgororei zvikonzero zvitatu zvikuru nei mapoka ekutengesa achikundikana pasina analytics.

1. Kuvhima tsvina murima

pasina analytics, kufunga nzira yekushandura inotungamira kuva vatengi kunonyanya kudzika midzi mukufungidzira uye / kana izwi-remuromo. Kuvimba nehura hwako, pane data, zvinoreva kutambisa nguva yakakosha uye simba pane vanhu vasina kururama, misoro, mafomu ekuratidzira - kana zvese zviri pamusoro. Uyezve, vatengesi vekutengesa havasi kungoedza kushandura vatungamiri, asi kuvashandura kuva kwenguva refu, vatengi vanokosha. 

Ichi hachisi chinhu chinogona kuitwa nemaoko nekuti kune zvakawanda zvakasiyana-siyana uye zvinyoro-nyoro kuwirirana. Hapana vatungamiri vaviri vakafanana, uye kufarira kwavo kunogona kuchinja uye kuchinja kubva zuva nezuva. Sales reps, edza sezvavanogona, havasi vaverengi vepfungwa. Sezvineiwo, analytics inogona kujekesa.

Analytics inogona kuburitsa data rekuita, kuratidza zvinoshanda nezvisingaite, saka vatengesi vanopinda musangano wega wega wakagadzirirwa. Kudzidza kubva kune zvakakosha zvekutengesa hurukuro kunoita kuti reps igare ichivandudza. Semuyenzaniso, analytics inogona kuona kana mamwe masiraidhi emharidzo achiwana mhinduro yakasimba kupfuura mamwe, kana kufarira kukadzikira mushure mekunge imwe nguva yapfuura. Kuonekwa uku kunogonesa reps kuwedzera mitengo yavo yepedyo uye kupfupisa kutengesa kutenderera. Analytics inogona zvakare kuburitsa maitiro uye kuwedzera pombi kurongeka, nekushandisa data kuti unzwisise kuti ndeapi madhiri angangovhara.

2. Yakanamira mumatope

Vatengesi vanowanzo ramba vakanamira munzira yekugadzira nguva dzose. Ivo vanoedza kugadzira akawanda anotungamira sezvinobvira, vatumire kune kutengesa kuti vatevedze, uye vobva vatarisa pane anecdotal mhinduro nezve izvo zvinonzi zvinoshanda. Nekudaro, sezvataurwa pamusoro apa, ruzhinji rweawa anotungamira haatombo tendeuka. Pasina analytics, "nei" chinoramba chiri chakavanzika, uye vatengesi havadzidze kubva mukukanganisa kwavo.

kupana nduma analytics ipai vatengesi nevashambadziri zvakafanana nehuwandu hwemhinduro, kuti vagone kupindira mune izvo zvichave zvakakosha. Ivo vanopa kuoneka kusati kwamboitika mune zvinodiwa nevatengi uye izvi zvinobvumira zvikwata kuti zvive nehungwaru uye zvakanyanya kushanda nekufamba kwenguva. Zvinofungwa neboka rekutengesa ndiyo nzvimbo yakasimba yekutengesa inogona kunge isiri iyo yakanyanya kusimba nzvimbo yekutengesa, uye kuedza kwavo kunogona kumisa semhedzisiro. Engagement analytics chombo chine simba ku

unstick ivo nekushandura POV yavo, uye nekupa data rakaoma pamusoro pezvipi zvemukati uye mazano ane simba guru. Kana vangonzwisisa rwendo rwemutengi, vanogona kukwenenzvera maitiro avo zvinoenderana.

3. Kushambadzira kwakawanda

Kunyangwe iwe uri kutengesa tee-shirts kana bhizinesi accounting software, personalization inosimbisa yako yekutengesa. Vatengi nhasi vakazadzwa nemapanji zvekuti havana nguva kana kufarira mune zvigadzirwa zvisina basa zvakananga uye zvinoenderana nezvavanoda zvakasiyana. Nekudaro, kambani yega yega, uye kunyangwe mutengi wese, akasiyana, izvo zvinoita kuti vanzwisise zvavanoda uye kurongedza nzvimbo zvinoenderana nechinhu chisingagoneke pachiyero, zvirinani pasina. analytics kubatsira.

Vatengesi nevashambadzi vane hupfumi hwe data pamunwe wavo kubva kune zvese zvemukati nekunze zvitubu izvo zvinogona kubatsira kufumura izvo tarisiro inoda uye inoda kunzwa. Kushandisa Big Data, analytics, uye kudzidza kwemichina, makambani anogona kugadzirisa meseji yavo kune yega yega angangoita mutengi. Nenzira iyi, analytics inosiyanisa kukwirira kwako kubva kuboka uye inowedzera mikana yekuti chibvumirano chivhare.

Munguva yese yekutengesa, analytics inoita kuti zvikwata zvekutengesa uye zvekushambadzira zvive nehungwaru, zvinobudirira uye zvakanyanya kushanda, tisingarevi zvakaenderana, iyo inobatanidzwa nekutengesa kubereka. Icho chinodiwa mune yanhasi yemakwikwi mamiriro, uye sekufanotaura analytics inosimuka, inongowedzera kukosha.

Mabhizinesi ari kuramba achivimba nekufungidzira analytics kugadzira data, kugadzirisa mashandiro avo, uye kugadzirisa kuita sarudzo. Gartner's Hype Cycle yeCRM Kutengesa (2015) pegs Kutengesa Predictive Analytics seyakanyanya-kukosha tekinoroji mumakore maviri kusvika mashanu anotevera, uye Forrester Tsvagiridzo vakawana kuti vangangoita zvikamu zviviri muzvitatu zvevatengesi vari kuita kana kusimudzira kufungidzira analytics mhinduro nhasi kana kuronga kuzviita mumwedzi gumi nemiviri inotevera. Predictive analytics inotora zvikwata zvekutengesa kubva kune reactive kusvika kune proactive. Pasina kuzviwanira maturusi aya, makambani anozoona asara muguruva.

Michael Schultz

Michael Schultz anotungamira Kushambadzira neBusiness Development ye ClearSlide. Asati asvika ClearSlide, akashanda seVP yeStrategic Alliances kuDocuSign, kwaakaburitsa uye akatonga hukama hwakakosha hwekambani uye zvirongwa mumakore matatu ekukura nekukurumidza. Michael akapedza makore angangoita masere neMicrosoft Corporation mune akasiyana SaaS chigadzirwa manejimendi uye kushambadzira mabasa zvichitevera kutorwa kwePlaceWare web conferencing.

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