Ukuhlaziya ukumaketha: Ukulinganisa kanye Nokuthuthukisa Umthelela Wamasu Omkhiqizo
Ezweni eligcwele ulwazi. Idatha ekukhethweni kwabathengi iyachichima. Nokho, ukuba khona kwedatha akuqinisekisi ukwenza izinqumo ezinolwazi. Izibalo zokumaketha ziwukhiye wokuguqula le datha ibe amasu okuthengisa asebenzayo. Izindlela ezingcono kakhulu zokwandisa inzuzo yakho ekutshalweni kwezimali (ROI).
Izifundo zeMarketing Analytics, ezihlinzekwa yi-Darden School of Business eNyuvesi yaseVirginia, zinikeza amathuluzi abalulekile okulinganisa izimpahla zamakhasimende nemikhiqizo. Iphinde ifundise indlela yokuqonda ukuhlaziywa kokuhlehla kanye nokuhlolwa kokuklama ukuze kuhlolwe futhi kuthuthukiswe imizamo yokumaketha.
Iqala ngesethulo senqubo yokumaketha kanye nokubaluleka okubalulekile kwezibalo. Isebenzisa izifundo zezwe langempela, njenge-Airbnb, ukubonisa ukuthi izibalo zingaveza kanjani imininingwane emangalisayo futhi zibe nomthelela ezinqumweni zokumaketha.
Ukwakhiwa kwebhrendi kanye nomthelela wemizamo yokumaketha enanini lakho kuyizihloko eziyinkimbinkimbi. Lesi sifundo senza le miqondo futhi sinikeze izindlela zokulinganisa nokulandelela inani lomkhiqizo ngokuhamba kwesikhathi. Ababambiqhaza bazofunda ukuthi bangakha kanjani uhlobo oluqinile lwezakhiwo futhi bahlole umthelela wemikhankaso yabo yokumaketha.
Inani lempilo yonke yomthengi liyimethrikhi eyinhloko yamasu okumaketha. Lesi sifundo sifundisa indlela yokubala leli nani nokusebenzisa lolu lwazi ukuze uhlole ezinye izindlela zokumaketha zamasu. Ababambiqhaza bazokwazi ukuxhumanisa amasu okumaketha kumiphumela yezezimali yesikhathi esizayo futhi bakhulise i-ROI kuyo yonke impilo yekhasimende.
Okokugcina, isifundo sikhuluma ngomklamo wokuhlola ukuhlola ukusebenza kahle kwamasu ahlukene okumaketha. Abahlanganyeli bazofunda indlela yokuklama ukuhlola okuyisisekelo. Humusha imiphumela ukuze wenze izinqumo zokumaketha ezinolwazi.
Isu Lomkhiqizo Nokuhlaziywa Kwezokumaketha
Ukwakha isu lomkhiqizo eliqinile kubalulekile ekukhangiseni kwanamuhla. Lesi sifundo sikufundisa ukuthi ungawuchaza kanjani uhlobo lwezakhiwo. Uzofunda ukuthi ungakala kanjani umthelela wemizamo yokumaketha enanini lomkhiqizo. I-Consumer lifetime value (CLV) ingumqondo obalulekile ozowufunda. Ukusebenzisa i-CLV kukuvumela ukuthi ulungise amasu okumaketha ukuze uthole ukwethembeka okungcono.
Ukuklama okuhlangenwe nakho kokumaketha kuyikhono ozolifunda. Lezi zivivinyo zibalulekile ekuhloleni ukusebenza kwemikhankaso. Lokhu kuzokuvumela ukuthi ubikezele ngokunembile izinzuzo ekutshalweni kwezimali. Ukuhlaziywa kokuhlehla kuzokusiza ukuthi uqonde ukuziphatha kwabathengi. Uzofunda ukuthi ungamisa kanjani ukuhlehla okukhulunywe ngakho. Uzokwazi ngokushesha ukuhumusha imiphumela yabo.
Lesi sifundo silungele ochwepheshe bezentengiso abafuna ukuqinisa amakhono abo okuhlaziya. Izokusiza ukuthi uthuthukise ukuqonda kwakho ngemiphumela. Ngokuwuqeda, uzokwazi kangcono ukufaka isandla ngempumelelo esu lomkhiqizo. Izinqumo ozenzayo unolwazi zizothuthukisa ukukhula okuzinzile. Uzokwazi ukufinyelela ezifundweni zangempela kanye nezivivinyo ezingokoqobo. Ukusebenzelana nochwepheshe besizinda kuzocebisa ulwazi lwakho lokufunda.
Ngokubhalisa, uzojoyina umphakathi wezingcweti ezizinikele. Uzoshintsha indlela yakho yokumaketha. Uzobe ukulungele ukubhekana nezinselelo zakusasa ngokuzethemba. Lesi sifundo senzelwe ukusetshenziswa okuphathekayo kwethiyori. Izokulungiselela ukuthi udale inani elikhulayo lomkhiqizo olimele.
Ukwenza Amasu Okumaketha Aphelele Ngokuhlola Nokuhlaziya
Emakethe lapho ukusungula kuyinkosi. ukuhlolwa kokumaketha kungaphezu kokubalulekile. Lesi sifundo sikufundisa ukuthi ungaklama kanjani ukuzizwisa okuqinile kokumaketha kusukela ekuqaleni kuya ekugcineni. Uzohlola ukusebenza kahle kwemikhankaso esetshenzisiwe futhi ulungise amasu akho ukuze ukwandise umthelela wayo.
Lokhu kuzokuvumela ukuthi wenze izinqumo ngokusekelwe kudatha enembile. Hhayi ngokusekelwe eziphethweni ezingenasisekelo. Uzoqonda ukuthi ukuguquguquka okuthile kuthonya kanjani ukuziphatha kwabathengi. Uzolungisa imikhankaso yakho ukuze uhlangabezane nezidingo zabo kangcono.
Isifundo sizokunikeza amathuluzi okuhlaziya ukuhlehla. Uzohlola ubudlelwano phakathi kokuguquguquka kokumaketha nemiphumela yokuthengisa. Lokhu kuhlaziya kubalulekile ekubikezeleni impumelelo yezinhlelo zokumaketha.
Uzochayeka ezifundweni zomhlaba wangempela ezibonisa ukusetshenziswa kwezibalo zokumaketha. Lezi zimo zizokukhombisa ukuthi izinkampani ziwashintsha kanjani amasu azo ngokusekelwe kudatha. Uzofunda amasu okuhlola inani lokuphila kwekhasimende. Uzosebenzisa lolu lwazi ukuze uqondise izinqumo zokumaketha.
Lesi sifundo silungele labo abafuna ukuqinisa amandla abo okusebenzisa izibalo zokumaketha. Uzothuthukisa imikhankaso futhi wandise imbuyiselo ekutshalweni kwezimali. Uzolungela ukusebenzisa lawa makhono endaweni yobuchwepheshe enamandla.
