Uhlalutyo lwentengiso: Ukulinganisa kunye nokuphucula iMpembelelo yeQhinga loBuchule
Kwihlabathi elizaliswe lulwazi. Idatha ekukhethweni kwabathengi ininzi. Nangona kunjalo, ubukho bedatha abuqinisekisi ukwenza izigqibo ezinolwazi. Uhlalutyo lwentengiso luyisitshixo sokuguqula le datha ibe yizicwangciso zokuthengisa ezisebenzayo. Iindlela ezilungileyo zokwandisa imbuyekezo yakho kutyalo-mali (ROI).
Ikhosi ye-Marketing Analytics, enikezelwa yi-Darden School of Business kwiYunivesithi yaseVirginia, inikezela ngezixhobo ezibalulekileyo zokulinganisa umthengi kunye nempahla ye-brand. Ikwafundisa indlela yokuqonda uhlalutyo lokuhlehla kunye noyilo lovavanyo lokuvavanya nokuphucula imizamo yokuthengisa.
Iqala ngentshayelelo kwinkqubo yokuthengisa kunye nokubaluleka okubalulekileyo kohlalutyo. Isebenzisa izifundo zelizwe lokwenyani, njenge-Airbnb, ukubonisa indlela uhlalutyo olunokutyhila ngayo ulwazi olumangalisayo kunye nefuthe kwizigqibo zentengiso.
Uyilo lwebrendi kunye nefuthe lenzame zokuthengisa kwixabiso layo zizifundo ezinzima. Le khosi isusa ezi ngqikelelo kwaye ibonelela ngeendlela zokulinganisa kunye nokulandelela ixabiso lebhrendi ngokuhamba kwexesha. Abathathi-nxaxheba baya kufunda indlela yokwakha i-brand architecture eyomeleleyo kunye nokuvavanya impembelelo yamaphulo abo okuthengisa.
Ixabiso lobomi bomthengi yimetric ephambili yezicwangciso zokuthengisa. Le khosi ifundisa indlela yokubala eli xabiso kwaye usebenzise olu lwazi ukuvavanya iindlela ezizezinye zokuthengisa. Abathathi-nxaxheba baya kukwazi ukudibanisa izicwangciso zokuthengisa kwiziphumo zemali ezizayo kunye nokwandisa i-ROI kwixesha lonke lokuphila kwabathengi.
Ekugqibeleni, ikhosi ijongana noyilo lweemvavanyo zokuvavanya ukusebenza kweendlela ezahlukeneyo zokuthengisa. Abathathi-nxaxheba baya kufunda ukuyila imifuniselo esisiseko. Ukutolika iziphumo ukwenza izigqibo zokuthengisa ezinolwazi.
ISicwangciso soBuchule kunye noHlalutyo lweNtengiso
Ukuphuhlisa isicwangciso sophawu oluluqilima kubalulekile kwintengiso yanamhlanje. Le khosi ikufundisa indlela yokuchaza uyilo lophawu. Uya kufunda indlela yokulinganisa impembelelo yemizamo yokuthengisa kwixabiso le-brand. Ixabiso lobomi bomthengi (i-CLV) ngumbono obalulekileyo oya kuwufunda. Ukusebenzisa i-CLV kukuvumela ukuba uhlengahlengise iindlela zokuthengisa ukuze unyaniseke ngcono.
Ukuyila amava okuthengisa sisakhono oya kusifunda. Le mifuniselo ibalulekile ekuvavanyeni ukusebenza kwamaphulo. Oku kuya kukuvumela ukuba uqikelele ngokuchanekileyo imbuyekezo kutyalo-mali. Uhlalutyo lokuhlehla luya kukunceda uqonde ukuziphatha kwabathengi. Uya kufunda indlela yokuqwalasela uhlengahlengiso olukhankanyiweyo. Uya kukwazi ngokukhawuleza ukutolika iziphumo zabo.
Le khosi ifanelekile kwiingcali zokuthengisa ezifuna ukuqinisa izakhono zabo zokuhlalutya. Kuya kukunceda usulungekise ukuqonda kwakho iziphumo. Ngokuyigqiba, uya kuba nakho ukwenza igalelo ngokufanelekileyo kwisicwangciso sophawu. Izigqibo ozenzayo unolwazi ziya kukhuthaza ukukhula okuzinzileyo. Uya kuba nokufikelela kwimizekelo yokwenyani kunye nemithambo ebonakalayo. Ukusebenzisana neengcali zesizinda kuya kutyebisa amava akho okufunda.
Ngokubhalisa, uya kujoyina uluntu lweengcali ezizinikeleyo. Uya kuguqula indlela yakho yokuthengisa. Uya kukulungela ukujamelana nemingeni yangomso ngokuzithemba. Le khosi yenzelwe ukusetyenziswa okubambekayo kwethiyori. Iya kukulungiselela ukwenza ixabiso elongeziweyo lophawu olumeleyo.
Ukugqwesa ubuCwangciso beNtengiso ngoVavanyo kunye noHlahlelo
Kwimarike apho inguqulelo iyinkosi. ulingo lwentengiso lungaphezulu kwemfuneko. Le khosi ikufundisa indlela yokuyila amava okuthengisa angqongqo ukusuka ekuqaleni ukuya ekugqibeleni. Uya kuvavanya ukusebenza kwamaphulo aphunyeziweyo kwaye ulungelelanise izicwangciso zakho zokwandisa impembelelo yazo.
Oku kuya kukuvumela ukuba wenze izigqibo ngokusekelwe kwidatha echanekileyo. Ayisekelwanga kwizigqibo ezingenasihlahla. Uya kuqonda ukuba iinguqu ezithile zichaphazela njani ukuziphatha kwabathengi. Uya kulungelelanisa amaphulo akho ukuhlangabezana ngcono neemfuno zabo.
Ikhosi iya kukubonelela ngezixhobo zokuhlalutya ukuhlehla. Uya kuphonononga ubudlelwane phakathi kwezinto eziguquguqukayo zentengiso kunye neziphumo zokuthengisa. Olu hlalutyo lubalulekile ukuqikelela impumelelo yamanyathelo okuthengisa.
Uya kuboniswa kwizifundo zangempela zehlabathi ezibonisa ukusetyenziswa kohlalutyo lokuthengisa. Ezi meko ziya kukubonisa indlela iinkampani ezizilungisa ngayo izicwangciso zazo ngokusekelwe kwidatha. Uya kufunda ubuchule bokuvavanya ixabiso lobomi bomthengi. Uya kusebenzisa olu lwazi ukukhokela izigqibo zokuthengisa.
Le khosi ilungele abo bafuna ukuqinisa amandla abo okusebenzisa uhlalutyo lokuthengisa. Uya kuwenza ngcono amaphulo kwaye ukwandise imbuyekezo kutyalo-mali. Uya kuba ukulungele ukusebenzisa ezi zakhono kwindawo yobuchule obuguqukayo.
