Nei Kutaurirana Kwechikwata Kwakanyanya Kukosha Kupfuura Yako Martech Stack

Kushambadzira Chikwata Kutaurirana uye Kuongorora

Maonero aSimo Ahava atypical pahunhu hwe data uye zvivakwa zvekutaurirana zvakazorodza imba yekutandarira yese pa Enda Ongororo! musangano. OWOX, mutungamiri weMarTech mudunhu reCIS, akagamuchira zviuru zvevanyanzvi kumusangano uyu kuti vagovane ruzivo uye mazano avo.

OWOX BI Chikwata ungade iwe kuti ufunge pamusoro pechinhu chakarongwa naSimo Ahava, icho chine mukana wekuita kuti bhizinesi rako rikure. 

Hunhu hweData uye Hunhu hweSangano

Iko kunaka kwe data kunoenderana nemunhu ari kuiongorora. Kazhinji, isu tinogona kupomera zvikanganiso zvese mu data pane maturusi, mafashama ebasa, uye dhata. Asi zvine musoro here?

Kutaura chokwadi, mhando yedata inosungirwa zvakananga nematauriro atinoita mumasangano edu. Hunhu hwesangano hunogadza zvese, kutanga nemaitiro ekuchera dhata, fungidziro, uye kuyera, kuenderera nekugadzirisa, uye kupera nehunhu hwese hwechigadzirwa nekutora sarudzo. 

Makambani uye Maitiro Awo Ekukurukurirana

Ngatifungei kambani inonyanya kushandisa chishandiso chimwe. Vanhu vari mukambani iyi vane ruzivo rwekutsvaga mamwe matambudziko uye kuagadzirisa echikamu cheB2B. Zvese zvinhu zvakanaka, uye hapana mubvunzo unoziva makambani akati wandei seizvi.

Iyo mhedzisiro mhedzisiro yezviitiko zvemakambani aya zvakavanzwa mune yerefu-nguva maitiro ekumutsa izvo zvinodiwa zvehunhu hwe data. Panguva imwecheteyo, isu tinofanirwa kuyeuka kuti maturusi akagadzirwa kuongorora dhata anoshanda nedata chete uye akasarudzika kubva kumatambudziko ebhizinesi - kunyangwe akagadzirwa kuti aagadzirise. 

Ndokusaka rumwe rudzi rwefesheni rwaonekwa. Aya makambani ane hunyanzvi mukufambiswa kwemabasa. Ivo vanogona kuwana iro rose boka rematambudziko mumaitiro ebhizinesi, vozviisa pane chena, uye voudza vatungamiriri:

Pano, pano, uye apo! Nyorera ino nyowani bhizinesi zano uye iwe uchave wakanaka!

Asi zvinonzwika zvakanyanya kunaka kuti zvive zvechokwadi. Iko kugona kwemazano uko kusinganzwisisike pakunzwisisa maturusi kuri kusahadzika. Uye iwo mafemu ekubvunza anowanzo kusanzwisisa kuti sei matambudziko akadaro akaonekwa, nei zuva rega rega nyowani ichiunza kunetseka kutsva uye kukanganisa, uye maturusi api akamisirwa zvisirizvo.

Saka kubatsira kwemakambani aya pachawo kune mashoma. 

Kune makambani ane hunyanzvi hwebhizinesi uye ruzivo rwezvishandiso. Mune makambani aya, munhu wese anofungidzirwa nekuhaya vanhu vane hunhu hukuru, nyanzvi dzine chokwadi muhunyanzvi hwavo uye ruzivo. Kutonhora. Asi kazhinji, makambani aya haana kuitirwa kugadzirisa matambudziko ekutaurirana mukati mechikwata, izvo zvavanowanzoona sezvisingakoshi. Saka sekuonekwa kwematambudziko matsva, kuvhima kwevaroyi kunotanga - imhosva yaani? Zvichida nyanzvi dzeBI dzakavhiringidza maitiro? Kwete, ivo programmers havana kuverenga iyo technical technical. Asi zvese mune zvese, dambudziko chairo nderekuti timu haigone kufunga pamusoro pechinetso zvakajeka kuti igadzirise pamwechete. 

Izvi zvinotiratidza kuti kunyangwe mukambani yakazara nevanotonhorera nyanzvi, zvese zvinotora nesimba kupfuura zvinodikanwa kana sangano risiri vakasimba zvakakwana. Pfungwa yekuti iwe unofanirwa kuve mukuru uye uve nemabasa, kunyanya panguva yedambudziko, ndicho chinhu chekupedzisira chiri kufungwa nevanhu mumakambani mazhinji.

Kunyangwe mwana wangu ane makore maviri ekuberekwa uyo ari kuenda kukireshi anoita kunge akura kupfuura mamwe emasangano andakashanda nawo.

Iwe haugone kugadzira kambani inoshanda chete nekuhaya huwandu hwakawanda hwevanyanzvi, sezvo ivo vese vachinyudzwa nerimwe boka kana dhipatimendi. Saka manejimendi anoenderera nekuhaya nyanzvi, asi hapana chinoshanduka nekuti chimiro uye kufunga kwekufambiswa kwebasa hakuchinje zvachose.

Kana iwe usingaite chero chinhu kugadzira nzira dzekutaurirana mukati nekunze kwemapoka aya nemadhipatimendi, zvese zvaunoedza zvichave zvisina zvazvinoreva. Ndosaka nzira yekutaurirana uye kukura iri tarisiro yaAhava

Mutemo waConway Unoshanda kune Anowongorora Makambani

Dzinoreva Dhata - Mutemo waConway

Makumi mashanu emakore apfuura, programmer mukuru anonzi Melvin Conway akapa zano iro rakazozivikanwa se mutemo waConway: 

Masangano anogadzira masisitimu. . . vanomanikidzwa kuburitsa dhizaini ayo ari makopi ezvimiro zvekutaurirana zvemasangano aya.

Melvin Conway, Mutemo waConway

Idzi pfungwa dzakabuda panguva iyo imwe komputa yaikwana mukamuri imwechete zvakakwana! Chimbofungidzira: Pano tine timu imwe inoshanda pane imwe komputa, uye ipapo isu tine rimwe timu rinoshanda pane imwe komputa. Uye muhupenyu chaihwo, mutemo waConway unoreva kuti kukanganisa kwese kwekutaurirana kunoonekwa pakati pezvikwata izvi kucharatidzirwa mukuumbwa uye mashandiro emapurogiramu avanogadzira. 

Chinyorwa cheMunyori:

Iyi dzidziso yakaedzwa mazana enguva munyika yekusimudzira uye yakakurukurwa zvakanyanya. Tsananguro yechokwadi kwazvo yemutemo weConway yakasikwa naPieter Hintjens, mumwe wevane mukurumbira programmers vekutanga 2000s, uyo akati "kana iwe uri musangano rakashama, uchagadzira software ine hunyanzvi." (Amdahl kuZipf: Mitemo Gumi yeFizikisi yeVanhu)

Zviri nyore kuona kuti uyu mutemo unoshanda sei mukushambadzira uye analytics nyika. Munyika ino, makambani ari kushanda nemari hombe yedhata yakaunganidzwa kubva kunzvimbo dzakasiyana. Isu tese tinogona kubvumirana kuti data pacharo rakaringana. Asi kana iwe ukaongorora seti yedhata zvakanyanya, iwe uchaona zvese kusakwana kwemasangano akaunganidza iyo data:

  • Hunhu hwakarasika uko mainjiniya vasina kutaura kuburikidza nenyaya 
  • Zvimiro zvisirizvo pasina munhu akateerera uye hapana akambokurukura huwandu hwenzvimbo dzemadhora
  • Kutaurirana kunonoka uko pasina munhu anoziva mafomati ekuchinjisa (batch kana rwizi) uye ndiani anofanira kugamuchira iyo data

Ndosaka masystem ekutsinhana kwedatha achiburitsa pachena kusakwana kwedu zvachose.

Hunhu hweData ndiko kugona kwevanogadzira maturusi, nyanzvi dzekufambisa basa, mamaneja, uye kutaurirana pakati pevanhu vese ava.

Iwo Akanakisa uye Akashatisa Masisitimu Ekutaurirana eMultidisciplinary Teams

Rakajairika timu timu muMarTech kana yekushambadzira analytics kambani ine bhizinesi ungwaru (BI) nyanzvi, data masayendisiti, vagadziri, vashambadziri, vaongorori, uye programmers (mune chero mubatanidzwa).

Asi chii chichaitika muchikwata chisinganzwisise kukosha kwekutaurirana? Ngatione. Ivo programmers vanonyora kodhi kwenguva yakareba, kuyedza nesimba, nepo chimwe chikamu chechikwata chingamirira ivo kuti vapfuure baton. Pakupedzisira, iyo beta vhezheni ichaburitswa, uye munhu wese achange achigunun'una nezve nei zvakatora nguva yakareba kudaro. Uye kana iko kwekukanganisa kwekutanga kukaonekwa, munhu wese achatanga kutsvaga mumwe munhu wekupa mhosva asi kwete yenzira dzekudzivirira mamiriro ezvinhu akavaunza ipapo. 

Kana tikatarisa zvakadzama, tichaona kuti zvinangwa zvekudyidzana hazvina kunzwisiswa nenzira kwayo (kana zvachose). Uye mumamiriro ezvinhu akadaro, isu tinowana chakakanganisika kana chakakanganisika chigadzirwa. 

Kurudzira Matimu Akasiyana-siyana ekuranga

Akanyanya kunaka mamiriro emamiriro aya:

  • Kusabatanidzwa kwakakwana
  • Kusakwana kutora chikamu
  • Kushaikwa kwekushandira pamwe
  • Kusavimba

Tingaigadzirise sei? Chaizvoizvo nekuita kuti vanhu vataure. 

Kurudzira MaMultidisciplinary Matimu

Ngatiunganidzei munhu wese pamwechete, seta misoro yekukurukurirana, uye kuronga misangano yevhiki nevhiki: kushambadzira neBI, programmers nevakagadziri uye nyanzvi dze data. Ipapo isu tichavimba kuti vanhu vataure nezve chirongwa. Asi izvo zvakadaro hazvina kukwana nekuti nhengo dzechikwata hadzisi kutaura nezve chirongwa chese uye havasi kutaura nechikwata chose. Zviri nyore kuti chando chisvike pasi nemakumi emisangano uye pasina nzira yekubuda uye pasina nguva yekuita basa. Uye iwo mameseji mushure memisangano anozouraya iyo yasara yenguva uye kunzwisisa kwezvekuita zvinotevera. 

Ndosaka kusangana ichingova nhanho yekutanga. Tichine mamwe matambudziko:

  • Kutaurirana kwakashata
  • Kusava nezvinangwa zvakafanana
  • Kusabatanidzwa kwakakwana

Dzimwe nguva, vanhu vanoedza kupfuudza ruzivo rwakakosha nezve chirongwa kune vamwe vavo. Asi pachinzvimbo chekuti meseji ipinde, iwo makuhwa muchina anovaitira zvese. Kana vanhu vasingazive nzira yekugovana zvavanofunga nezvavanofunga nenzira kwayo uye munzvimbo yakakodzera, ruzivo rucharasika munzira yekuenda kune anotambira. 

Izvi zviratidzo zvekambani iri kunetsekana nematambudziko ekutaurirana. Uye zvinotanga kuvarapa nemisangano. Asi isu tinogara tiine imwe mhinduro.

Tungamira munhu wese kuti ataure pamusoro pechirongwa. 

Kukurukurirana kwakawanda-kuranga muzvikwata

Iwo akanakisa maficha eiyi nzira:

  • Transparency
  • Kupindira
  • Ruzivo uye hunyanzvi kuchinjana
  • Dzidzo isingamiri

Ichi chimiro chakanyanyisa kuomarara icho chakaoma kugadzira. Iwe unogona kuziva mashoma masisitimu anotora iyi nzira: Agile, Lean, Scrum. Hazvina basa kuti unoritumidza kuti chii; ese akavakirwa pane "kugadzira zvese pamwechete panguva imwechete" musimboti. Iwo ese makarenda, mitsara yebasa, kuratidzwa kwedemo, uye misangano yekumira yakanangana nekuita kuti vanhu vataure nezve chirongwa ichi kazhinji uye pamwe chete.

Ndosaka ndichifarira Agile zvakanyanya, nekuti inosanganisira kukosha kwekutaurirana sechinhu chinodiwa pakurarama kweprojekti.

Uye kana iwe uchifunga kuti uri muongorori asingade Agile, zvitarise neimwe nzira: Zvinokubatsira kuratidza mhedzisiro yebasa rako - rese rako rakagadziriswa data, iwo makuru madhibhodhi, ako data seti - kugadzira vanhu farira zvaunoedza kuita. Asi kuti uite izvozvo, unofanirwa kusangana nevamwe vako uye utaure navo patafura yakatenderera.

Chii chinotevera? Wese munhu atanga kutaura nezve chirongwa. Zvino tava nazvo kuratidza hunhu yepurojekiti. Kuti uite izvi, makambani anowanzo haya chipangamazano nehunyanzvi hwepamusoro. 

Pfungwa huru yemubatsiri akanaka (ndinogona kukuudza nekuti ndiri chipangamazano) iri kuramba ichideredza kubatikana kwake muchirongwa.

Murairidzi haakwanise kungopa kambani zvidimbu zvidiki zve zvakavanzika zvehunyanzvi nekuti izvo hazviite kuti kambani ikure uye igozvitsigira. Kana kambani yako isingakwanise kurarama pasina mubatsiri wako, iwe unofanirwa kufunga nezve mhando yebasa rawakagamuchira. 

Nenzira, chipangamazano haafanire kupa marepoti kana kuve mamwe mawoko emaoko kwauri. Iwe une ako emukati shamwari kune izvo.

Hira Vanotengesa Dzidzo, Kwete Kugovera

Chinangwa chikuru chekuhaya chipangamazano kudzidza, kugadzirisa masisitimu uye maitiro, uye kufambisa kutaurirana. Basa reanachipangamazano harisi rekumhan'ara pamwedzi asi kungozvimisikidza muchirongwa uye kubatanidzwa zvizere mukuita kwemazuva ese kwechikwata.

Chakanaka manejimendi wekushambadzira wezano inozadza maburi mune ruzivo uye kunzwisisa kwevatori vechirongwa. Asi iye kana iye haangamboitira iro basa kune mumwe munhu. Uye rimwe zuva, munhu wese achazoda kushanda zvakaringana pasina chipangamazano. 

Mhedzisiro yekutaurirana zvinobudirira kusavapo kwekuvhima nevaroyi uye kunongedza minwe. Basa risati ratangwa, vanhu vanogovana kusahadzika kwavo nemibvunzo nedzimwe nhengo dzechikwata. Nekudaro, matambudziko mazhinji anogadziriswa basa risati ratanga. 

Ngatione kuti zvese izvi zvinokanganisa sei chikamu chakaomarara chebasa rekushambadzira: kutsanangura kuyerera kwedata uye kubatanidza data.

Chimiro cheKutaurirana chinoratidzirwa sei muKutamisa data nekugadzirisa?

Ngatitii isu tine matatu masosi anotipa iyo inotevera data: traffic data, e-commerce chigadzirwa data / data rekutenga kubva kuchirongwa chekuvimbika, uye nharembozha analytics dhata. Tichaenda kuburikidza nematanho ekugadzirisa dhata rimwe nerimwe, kubva pakudhiza iyo yese data kuGoogle Cloud kutumira zvese kuona mu Google Data Studio Studio nerubatsiro rwe Google BigQuery

Zvinoenderana nemuenzaniso wedu, ndeipi mibvunzo inofanirwa kunge ichibvunzwa nevanhu kuti vimbise kutaurirana kwakajeka panguva yega yega yekugadziriswa kwedata?

  • Dhata rekuunganidza danho. Kana isu tikakanganwa kuyera chimwe chinhu chakakosha, hatigone kudzokera kumashure munguva uye kuidzorerazve. Zvinhu zvekufungisisa zvisati zvaitika:
    • Kana isu tisingazive zvekutumidza mazita akakosha parameter uye akasiyana, tingaite sei neese nyonganiso?
    • Zviitiko zvichamirirwa sei?
    • Chii chichava chinongedzo chakasarudzika cheakasarudzika dhata kuyerera?
    • Tichatarisira sei kuchengetedzeka uye kuvanzika? 
    • Tichaunganidza sei dhata uko paine zvisingakwanisike pakuunganidzwa kwedata?
  • Kubatanidza dhata kunoyerera murukova. Funga zvinotevera:
    • Iwo makuru ETL misimboti: Icho chiri batch kana rwizi rworudzi rwekufambisa dhata? 
    • Tichaisa sei mucherechedzo werukova uye batch dhata yekuchinjisa? 
    • Tichavagadzirisa sei mune imwechete data schema pasina kurasikirwa uye mhosho?
    • Nguva uye nguva yekuverenga mibvunzo: Tichaongorora sei timestamp? 
    • Tingaite sei kuziva kana kugadziridzwa kwedata uye kuvandudza kuri kushanda nemazvo mukati menguva dzema timestamp?
    • Tichagadzirisa sei hits? Chii chinoitika nekusagadzikana kurova?

  • Data kuunganidzwa nhanho. Zvinhu zvekufunga nezvazvo:
    • Sarudzo dzakasarudzika dzemabatiro eETL: Chii chatingaite nedhata risiri iro?
      Chigamba kana kudzima? 
    • Tinogona here kuwana purofiti kubva kwazviri? 
    • Zvichakanganisa sei kunaka kweiyo yese data yakatarwa?

Chekutanga chirevo cheese aya matanho ndechekuti mhosho dzinomira pamusoro peumwe uye dzinowana nhaka kubva kune mumwe. Dhata rakaunganidzwa nechikanganiso padanho rekutanga rinozoita kuti musoro wako upise zvishoma pamatanho ese anotevera. Uye chechipiri chirevo ndechekuti iwe unofanirwa kusarudza mapoinzi e data data vimbiso. Nekuti padanho rekubatanidza, rese data richasanganiswa pamwechete, uye hauchakwanise kukanganisa mhando yedhata yakasanganiswa. Izvi zvinonyanya kukosha kumabasa ekudzidza emuchina, uko kunaka kwedata kuchakanganisa mhando yemhedzisiro yekudzidza kwemuchina. Mhedzisiro yakanaka haigoneke ine yakaderera-mhando data.

  • Kuonekwa
    Iyi ndiyo danho re CEO. Iwe unogona kunge wakanzwa nezve mamiriro ezvinhu apo CEO anotarisa manhamba ari padhibhodhi ndokuti: "Zvakanaka, tine purofiti yakawanda gore rino, kunyangwe kupfuura kare, asi nei ese mamiriro emari munzvimbo dzvuku ? ” Uye panguva ino, zvanonoka kuti utarise zvikanganiso, sezvo zvaifanira kunge zvakabatwa kare kare.

Zvese zvinoenderana nekutaurirana. Uye pane misoro yekutaurirana. Heino muenzaniso wezvinofanira kukurukurwa paunenge uchigadzirira Yandex kutenderera:

Kushambadzira BI: Snowplow, Google Analytics, Yandex

Iwe uchawana mhinduro kune mazhinji emibvunzo iyi chete pamwe chete nechikwata chako chose. Nekuti kana mumwe munhu akaita sarudzo zvichibva pakufembera kana nemaonero ako pasina kuyedza zano nevamwe, zvikanganiso zvinogona kuoneka.

Zvinonetsa zviri kwese kwese, kunyangwe munzvimbo dzakareruka.

Heano mumwe mumwe muenzaniso: Paunenge uchitsvaga iyo yakawanda mamakisi echigadzirwa, muongorori anoona kukanganisa. Mune iyo hit data, zvese zvinowoneka kubva kumabhenji ese uye makadhi echigadzirwa zvakatumirwa iko kwese mushure mekurodha peji. Asi isu hatigone kuve nechokwadi kana mushandisi akatarisa chaizvo zvese zviri papeji. Muongorori anouya kuchikwata kuzovaudza nezve izvi zvakadzama.

Iyo BI inoti isu hatigone kusiya mamiriro akadaro.

Tingaverenga sei iyo CPM kana tisingakwanise kunyatso kuve nechokwadi kana chigadzirwa chakaratidzwa? Ndeapi akakodzera CTR emifananidzo ipapo?

Vatengesi vanopindura:

Tarisa, munhu wese, isu tinokwanisa kugadzira mushumo unoratidza yakanakisa CTR uye nekuiongorora ichipesana neyakafanana yekugadzira banner kana pikicha mune dzimwe nzvimbo.

Uye zvino vagadziri vachati:

Ehe, isu tinogona kugadzirisa dambudziko iri nerubatsiro rweyedu nyowani yekubatanidza yekutevera scroll uye yekutarisa kuona.

Pakupedzisira, vagadziri veUI / UX vanoti:

Hongu! Tinogona kusarudza kana isu tichida simbe kana yekusingaperi mupumburu kana pagination pakupedzisira!

Heano matanho eiyi timu diki yakapfuura nemo:

  1. Yakatsanangurwa dambudziko
  2. Yakapa iyo bhizinesi mhedzisiro yedambudziko
  3. Yakayera kukanganisa kweshanduko
  4. Yakapa sarudzo dzehunyanzvi
  5. Wakawana iyo isiri-diki purofiti

Kugadzirisa dambudziko iri, ivo vanofanirwa kutarisa kuunganidzwa kwedatha kubva kune ese masisitimu. Mhinduro yakasarudzika mune chimwe chikamu che data schema haigadzirise dambudziko rebhizinesi.

align kugadzirisa dhizaini

Ndiko kusaka tichifanira kushanda pamwe chete. Iyo data inofanirwa kuunganidzwa zvine mutsindo zuva rega rega, uye ibasa rakaoma kuzviita. Uye iyo kunaka kwedata kunofanirwa kuwanikwa ne kuhaya vanhu chaivo, kutenga maturusi akakodzera, nekudyara mari, nguva, uye simba mukuvaka zvivakwa zvekutaurirana zvinobudirira, izvo zvakakosha pakubudirira kwesangano.

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