Izingxenyekazi zeCRM kanye nezeDatha

I-Identity Puzzle ekuphathweni kwedatha yamakhasimende

Inkinga Yobunikazi Bomthengi

Ezinganekwaneni zamaHindu, Ravana, isazi esikhulu, nenkosi eyidemoni, inamakhanda ayishumi, afanekisela amandla akhe ahlukahlukene nolwazi. Amakhanda ayengabhubhi enekhono loku-morph futhi akhule kabusha. Empini yabo, uRama, unkulunkulu weqhawe, ngaleyo ndlela kufanele ahambe ngaphansi kwamakhanda kaRavana futhi aqondise umcibisholo enhliziyweni yakhe eyedwa ukuze ambulale ngokuhle.

Ezikhathini zanamuhla, umthengi ufana noRavana, hhayi ngokwemiklamo yakhe emibi kodwa ubunikazi bakhe abaningi. Ucwaningo luthi umthengi omaphakathi e-US namuhla uxhumeke kumadivayisi angu-3.64 Ngokusabalala kwenqwaba yamadivayisi enkathi entsha njengezipikha ezihlakaniphile, izinto ezigqokwayo, amakhaya axhunyiwe, nezimoto, njll., kulinganiselwa ukuthi angaxhunywa kuzo. Amadivayisi angama-20 esikhathini esizayo esingekude kangako. Njengoba kwenzekile kuRama, lokhu kubekela umdayisi wanamuhla inselelo ecacile - indlela yokuzulazula phakathi kwalezi zisetshenziswa ukuze abone futhi abone umthengi ukuze akwazi ukuhlanganyela, ngokungaguquki, nangokuqukethwe kuzo zonke izindawo zakhe zokuthinta akwazi ukubhekana nazo.

Ucwaningo lwemboni luphakamisa ukuthi ingxenye encane kuphela yamabhizinisi abathengi okwamanje angakwazi ukuhlonza ngokunembile izethameli zabo - yingakho ukuvela nokukhuphuka okusheshayo kwezixazululo zokuphatha i-Identity ezisiza amabhizinisi ukuxazulula ubunikazi bezithameli zabo kubunikazi bomthengi ngamunye kanye namaphrofayela. Usayizi wemakethe yezixazululo ze-Identity ulinganiselwa ukuthi uzokhula usuka ku-$900 Mn okwamanje uye ngaphezu kuka-$2.6 Bn ngo-2022, okudlula ukukhula kokutshalwa kwezimali kokumaketha.

Kamuva Ucwaningo lwe-Winterberry ucwaningo kukhombisa ukuthi cishe u-50% wamabhizinisi abathengi aqinise ukugxila futhi ahlela ukwandisa ukutshalwa kwezimali kuzixazululo ze-Identity. Nakuba ukuhlukaniswa kanye nokukhomba emithonjeni yezindaba ekhokhelwayo kusalokhu kuyizimo zokusetshenziswa ezihamba phambili zemikhiqizo yabathengi, amadivaysi ahlukene kanye nokwenza kube ngokwakho isiteshi kanye nokulinganisa nesibaluli kulindeleke ukuthi kube yizindawo okugxilwe kuzo maduzane.

I-Identity Solutions: Okwedlule, okwamanje kanye nekusasa

Okubalulekile, umsebenzi wesixazululo sobunikazi uwukuqoqa ngokuqhubekayo idatha yezethameli ezivela eqoqweni elihlukene lemithombo yedatha, izinkundla, nezinsizakalo ukuze kutholwe ubunikazi obuhlangene, besiteshi esiningi kanye nephrofayela yelungu ngalinye lezithameli. Kodwa-ke, le ndlela ivaliwe kakhulu kuze kube manje ngezinkundla zobunikazi eziqondene nesiteshi sokumaketha namasu. Imininingo egciniwe ye-CRM njengabanakekeli bekhasimende lokuqala kanye nolwazi lokuxhumana bekuyizinkundla zomazisi ezivamile zokwenza kusebenze ukuthengisa okuqondile, ikakhulukazi nge-imeyili noma ngeposi eqondile.

Ngokukhula kwemali yokuthengisa yedijithali, Amapulatifomu okuphathwa kwedatha (ama-DMP) agcina idatha yokuziphatha kwezithameli zedijithali ukuze asekele ngokuyinhloko izimo zokusetshenziswa kokuthengwa kwezikhangiso eziboniswayo sezivele zagqama. Kodwa-ke, ukuhambisana kwazo manje kuyangabazeka ngezingadi ezibiyelwe njenge-Facebook ne-Google ezivala iminyango kuzo. Esinye isiteshi esikhulayo sokuthonya kube izinkundla zedatha yeselula ukusekela idivayisi yeselula nokusebenzelana okusekelwe endaweni.

Ukuze unqobe imikhawulo yendlela enqanyuliwe, eneziteshi eziningi lapho izixazululo ze-Identity zamanje ezifana nesizindalwazi se-CRM noma ama-DMPs ziphoqelekile khona, ukugxila kushintshela ezixazululweni zesimanje ezivelayo njenge. Amapulatifomu Wedatha Yamakhasimende (CDPs) kanye namaGrafu obunikazi. Lokhu kunikeza indlela ebumbene, yokuthintana kanye ne-omni-channel eqonde ekuxazululweni kobunikazi nokuxhumanisa, okuvumela ukuvunyelaniswa okuphelele, ukubuka okukodwa kwekhasimende kumkhangisi.

Ukuphathwa Kobunikazi Bomthengi
Umfanekiso i. Ukuphathwa kobunikazi bekhasimende kuyisihluthulelo sokumaketha kokuqukethwe

I-Mechanics of Identity Resolution

Umsebenzi oyinhloko wesistimu yokuxazulula i-Identity ukuqoqa ngokuqhubekayo idatha ehlobene nezithameli emithonjeni ehlukahlukene futhi ifakwe enqubweni eqhubekayo exazulula, ekhiqiza futhi ibuyekeze le datha ibe amaphrofayela omthengi ahlukile, abese esetshenziswa ibhizinisi ezinhlotsheni ezahlukahlukene zokumaketha noma okunye ukwenza kusebenze.

Inqubo ihlanganisa izinyathelo ezi-3 ezibalulekile:

  1. Ukuphathwa Kwedatha - Kufaka phakathi ukungeniswa kwesethi ehlukene yedatha yomthengi, kokubili ubunikazi, nokuhlobene nomsebenzi, okulandelwa ukucutshungulwa nokugcinwa kwale datha kumakhosombe ahleliwe.
  2. I-Identity Resolution - Lena inhlanganisela ebalulekile neyinkimbinkimbi yenqubo enqunyiwe kanye nenokwenzeka yokuthola izihlonzi, ukufanisa, ukuphambana kwereferensi, kanye nokuxhumanisa nobunikazi obuhlukile babathengi obulandelwa indlela yokuqinisekisa ukuze kukhuliswe ukunemba kwenqubo yokuxazulula.
  3. Ukwenziwa kwephrofayela yomthengi - Lokhu kuhlobanisa zonke izihlonzi, izibaluli, kanye nemisebenzi ku-Identity Graph evumelanisiwe, ephelele yomthengi, umuntu oyedwa, noma umndeni.

Yini eyenza Isixazululo Esisebenzayo Sokuphathwa Kobunikazi: 5 Mantras

  1. Qinisekisa ukuthi isistimu ye-Identity inikezwa idatha evela kuhlu olubanzi lwemithombo yedatha. Hhayi nje umsebenzi wedivayisi kodwa nezinhlelo zokusebenza ezingemuva ukusiza ukudlula idivayisi, ikhukhi noma i-pixel futhi zidalule abantu bangempela abasemva kwazo kanye nokuziphatha kwabo.
  2. Njengengxenye yokuphathwa kwedatha, qinisekisa ukuthi uhlangabezana namalungelo obumfihlo omthengi kanye nezidingo zokuthobelana nezinkambiso zomkhakha ezifana ne-GDPR, CCPA njll.
  3. Ukulungiswa kobunikazi kufanele kubandakanye inqubo engaguquguquki, esekelwe emthethweni yokufanisa ukuze kuqinisekiswe ukunemba okuphezulu okubalulekile ekusekeleni ukusebenzelana komongo, komuntu siqu ezimweni zokusebenzisa ukumaketha okuqondile.
  4. Inqubo yokunquma kufanele yengezwe ngokufanisa okungenzeka okuqhutshwa ukufunda ngomshini ukuze kunwetshwe isethi yedatha, futhi kuhlangatshezwane nemfuneko yezimo zokusetshenziswa ezifana nenkundla yezokuxhumana noma ukumaketha okuboniswa kwesikhangiso okulindela inetha ebanzi kodwa engaphansi kuka-1:1 ukwenza kube ngokwakho.
  5. Iphrofayili yomthengi ekhiqiziwe, esesimweni segrafu ye-Identity, kuyilapho inokunemba okudingekayo kanye nesikhathi, kufanele idlulele ngalé kokuxhumana nezihlonzi nezibaluli ngokufaka imininingwane efiswayo ukuze kusebenze izehlakalo zokusebenzisa ukuthengisa

USameer Narula

USameer ube noManthan iminyaka ecishe ibe ngu-7 ehola ukuphathwa komkhiqizo kolayini abaningi bomkhiqizo. Kule ndima, ubhekele ukuphathwa kwemisipha ephelele yomkhiqizo kusukela ekukhulelweni, ekuthuthukisweni kuye ekutholeni. Sekukonke, uSameer uneminyaka engama-20 + enolwazi ngokuhlinzeka ngezixazululo zezicelo zebhizinisi eziholwa ubuchwepheshe kwezamabhizinisi amakhulu naphakathi. Ubuye abe nolwazi olunzulu ngokusebenza nezinkampani zobuchwepheshe be-niche / start-up ekusunguleni noma ezingeni lokuqala lelungu leqembu eliyinhloko.

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