Inhlolovo eyenziwe yi-Optimove Insights, ingalo yokuhlaziya nokucwaninga ye-Optimove ithole ukuthi abathengi abaningi bafuna ukumaketha okuncane ngakho amabhrendi ayelulekwa ukuthi alinganisele phakathi kokuhlala “phezulu kwengqondo nokuhlonipha imingcele.”
I-Optimove yenza inhlolovo izakhamuzi zase-US ezingu-305 ngoJanuwari ukuze zihlole izimo zengqondo zabathengi mayelana nokukhathala kokumaketha. Lokhu okutholakele kuveze ukukhathazeka okukhulayo phakathi kwabathengi mayelana nemiyalezo yokumaketha eyeqisayo kanti u-81% uzimisele ukuzikhipha ohlwini lwemikhiqizo ebafaka kakhulu ukuxhumana.
Umbiko uphinde wagcizelela ukubaluleka “kokuhambisana nokwenza kube ngokwakho” ekuzibandakanyeni nabathengi abangaphezu kwesigamu (54%) sabaphenduli abagcizelela ukubaluleka kokunikeza imilayezo efanele neqondene nomuntu siqu yokumaketha.
Ukuphendula le mininingwane, imikhiqizo ephakanyisiwe ye-Optimove yamukela izindlela zokumaketha eziqhutshwa idatha, isebenzise idatha yekhasimende ukuze ilethe izincomo ezenziwe ngezifiso kanye nemiyalezo yesikhathi sangempela.
Ukwengeza, income ukuqaliswa kwamasu eziteshi zonke ukuze kuqinisekiswe ukuxhumana okungenazihibe kwemilayezo kuwo wonke amashaneli edijithali nolwazi lwasesitolo, okugqugquzela uhambo lwamakhasimende oluhlangene noluhlanganisiwe.
I-Optimove ikholelwa ukuthi ngokubeka phambili ukubaluleka, ukuhambisana, kanye nokwenza kube ngokwakho, imikhiqizo inganciphisa ukukhathala kokumaketha, ithuthukise ukusebenzelana kwamakhasimende, futhi ihlakulele ukwethembeka okuhlala njalo.
Ukubhekana nokukhathala kokumaketha
Ngokusekelwe ekuhlaziyweni kwemibono yabathengi mayelana nokukhathala kokumaketha, i-Optimove iphakamise izincomo ezilandelayo zemikhiqizo ukuthuthukisa amasu abo okuthengisa:
- Qala ngekhasimende - yamukela ukumaketha okuqhutshwa yidatha: Abakhangisi kufanele babeke phambili ukuqoqwa, ukuhlaziya, kanye nokusetshenziswa kwedatha yamakhasimende ukwazisa amasu abo okumaketha. Ngokusebenzisa amathuluzi namasu okuhlaziya idatha, abakhangisi bangathola imininingwane ebalulekile ngokuziphatha kwamakhasimende, izintandokazi, kanye nezidingo.
- Sebenzisa ukwenza kube ngokwakho ngesikhathi sangempela: Sebenzisa idatha yesikhathi sangempela ukuze ulethe izincomo eziqondene nawe nemilayezo kumakhasimende esigabeni ngasinye sohambo lwawo. Ngokuhlanganisa okuqukethwe nokunikezwayo ngokusekelwe kulokho okuthakaselayo nokusebenzelana, abakhangisi bangathuthukisa ukusebenzelana kwamakhasimende nokwaneliseka.
- Khulisa i-orchestration yohambo lwamakhasimende: Sebenzisa i-AI ukwenza imephu yohambo ngezikali. Nquma ukuthi yini okufanele ibekwe kuqala mathupha nokuthi yini engenziwa nge-AI ukuhlela imilayezo ngempumelelo kuwo wonke amashaneli futhi uqinisekise ulwazi olungenazihibe nolomuntu siqu kumakhasimende kulo lonke uhambo lwawo.
- Hlola futhi ulungiselele imikhankaso ingunaphakade: Sebenzisa isiko lokuhlola nokuthuthukisa ngokuhlola njalo amasu emilayezo ehlukene, okunikezwayo, namashaneli. Sebenzisa ukuhlola kwe-A/B nokuhlukanisa ukuze ubone ukuthi yini ehambisana kangcono nezithameli eziqondiwe futhi wenze imikhankaso icwenge ngendlela efanele.
- Gxila ekuhlobaneni kwevelu: Qinisekisa ukuthi imilayezo inikeza inani langempela kumakhasimende futhi ihambisana nezidingo nezintshisekelo zabo. Gwema ukubhuqa amakhasimende ngokuqukethwe okungabalulekile noma okuphromotha ngokweqile, njengoba lokhu kungaholela ekungahlangani nasekukhathaleni.
- Sebenzisa amasu eziteshi eziningi: Sebenzisa amasu okumaketha eziteshi eziningi ukuze uhlanganise imilayezo kalula kuzo zonke iziteshi zedijithali (njenge-imeyili, inkundla yezokuxhumana, iwebhusayithi) kanye nolwazi lwasesitolo. Qinisekisa ukuvumelana emilayezweni nasekufakeni uphawu kuzo zonke izindawo zokuthintwa ukuze unikeze umuzwa wamakhasimende ohlangene futhi ohlanganisiwe.
- Gada amamethrikhi okusebenza: Landela ngomkhondo amamethrikhi okusebenza angukhiye afana namazinga avuliwe, amanani okuchofoza, amanani okuguqulwa, kanye nempendulo yekhasimende ukuze uhlole ukusebenza kahle kwemikhankaso yakho yokumaketha. Sebenzisa le datha ukuze uhlonze izindawo ongazithuthukisa futhi wenze ngcono amasu akho ngokuhamba kwesikhathi.
Ukuziphatha kwabathengi kuhlala kuyinto ehamba phambili kubathengisi bezingubo, amabhrendi
Ngokusho kwedatha yokugcwaliswa kwenkampani yezimpahla ezabiwe yi-GlobalData, ukuziphatha kwabathengi kube yinto ehamba phambili ezinkampanini nabathengisi kusukela ngoMeyi 2020 nokusetshenziswa kwegama elingukhiye kwanda ngo-2021.
Ukuziphatha nokuthandwa kwabathengi kuyizici ezibalulekile zokushayela emakethe yezingubo njengoba zibumba amasu nokusebenza kwemikhiqizo nabathengisi kusukela ekwakhiweni komkhiqizo kuya eziteshini zokusabalalisa ezithandwayo.
Umbono wakamuva wemakethe yezimpahla ze-GlobalData uveze abathengi ezimakethe zomhlaba eziyisithupha, okuyiJalimane, iFrance, i-Italy, iSpain, i-US kanye ne-China "babenethemba" lokuthi ingxenye yokuqala ka-2024 izophela kanjani.
Abahlaziyi baphawule ngaleso sikhathi ukuthi iningi labathengi kulezi zimakethe, okuhlanganisa cishe no-70% eFrance, okulindeleke ukuthi banciphise ukusebenzisa kwabo imali.
Umthombo ovela Isitayela Nje
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