Ungayisebenzisa Kanjani Idatha Yezinhloso Zomthengi ku-2019

Inhloso Yomthengi we-B2B

Kubukeka kungakholeki ukuthi, ngo-2019, izinkampani eziningi azisebenzisi idatha ye-dham ukushayela izindlela zabo zokuthengisa nezokumaketha. Iqiniso lokuthi bambalwa abake bagubhe lokho kujula ukuze bathole umkhondo ongcono kakhulu likubeka wena kanye nenkampani yakho kunzuzo enqunyiwe. 

Namuhla, singathanda ukubheka izici eziningi ze- idatha ye-dham nokuthi yini engayenzela amasu okuthengisa nokukhangisa okuzayo. Sizobe sihlola konke okulandelayo:

  • Iyini idatha ye-Intent nokuthi itholakala kanjani
  • Isebenza kanjani idatha enenhloso
  • Ukuqondanisa nokusebenzisana phakathi kokumaketha nokuthengisa
  • Izinzuzo zokuncintisana
  • Amasu wokusebenzisa

Iyini Idatha Yezinhloso?

Faka Inhloso Idatha

Umthombo wesithombe: https://www.slideshare.net/infer/what-is-intent-data

Ngamagama alula, idatha yenhloso ikhombisa lapho ithemba elithile libonisa indlela yokuziphatha eku-inthanethi ekhombisa inhloso yokuthenga. Iveza ngezindlela ezimbili ezihlukile: idatha yangaphakathi nedatha yangaphandle.

Izibonelo ezimbili ezijwayelekile zedatha yenhloso yangaphakathi yilezi

  1. Ifomu lokuxhumana lewebhusayithi yakho: Umuntu oxhumana naye ukhuluma ngenhloso ngokufuna ukwazi kabanzi ngenkampani, izinsizakalo zayo, njll.
  2. Imininingwane yekhasimende yendawo: Idatha eqoqwe ngamakhasimende endawo nge-CRM noma amanye amapulatifomu wokumaketha abaluleke kakhulu lapho uzama ukuqonda inhloso. Imininingwane isetshenziswa amaqembu wokumaketha ukugxila ekuholeni abasondela eduze ekwenzeni isinqumo sokuthenga.

Imininingwane yenhloso yangaphandle iqoqwa ngabahlinzeki abavela eceleni futhi isebenzisa idatha enkulu ukuhlanganisa imininingwane emfushane kakhulu. Iqoqwa ngamakhukhi abiwe futhi ikhethwe ezingeni le-IP. Le datha ingumkhiqizo wezigidi zokuvakashelwa kumakhasi athile kumakhulu ezinkulungwane zamawebhusayithi. 

Lolu hlobo lwedatha luhlinzeka ngemininingwane ethile, emfushane kunombolo cishe engapheli yamamethrikhi. Nazi izibonelo ezimbalwa:

  • Inani lezikhathi lapho kulandwa idokhumenti ethile, ifayela, noma ifa ledijithali
  • Inani lezikhathi ividiyo ebukwe ngazo
  • Bangaki abantu abachofoze ngemuva kokufunda ukubizelwa esenzweni ekhasini lokufika
  • Izibalo zokusesha elingukhiye

Idatha Yezinhloso Ixhaswa Kanjani?

Idatha Yenhloso Yenkampani Yokuqala Nesithathu

Umthombo wesithombe: https://idio.ai/resources/article/what-is-intent-data/

Idatha yenhloso ihlanganiswa ngabathengisi abaqoqa idatha kusuka kumawebhusayithi e-B2B nabashicileli bokuqukethwe, bonke abayingxenye ye- ukwabiwa kwedatha co-op. Impela, umqondo wokwazi ukuthi imaphi amasayithi umuntu othile awavakashelayo, imigomo ayifunayo, kanye nemikhiqizo abazibandakanya ngayo kungabonakala kuyingozi ebusweni bayo, kepha akunjalo. Imininingwane iqoqwa futhi igcinelwe le njongo, bese yabiwa (noma ithengiselwa) ochwepheshe bezentengiso nabezentengiso. Inkampani yokubhala, ngokwesibonelo, ingathatha intshisekelo ethile ezinkampanini (noma, kwezinye izimo, abantu) abafaka amagama okusesha anjenge “Izinsizakalo zokubhala izindatshana”Noma“ umbhali wezemfundo ”ezinjini ezinkulu zokusesha futhi abavakashela nezindawo ezithengisa lezi zinhlobo zezinsizakalo ngenhloso yokuthenga.

Idatha iyahlanganiswa futhi ibikwe masonto onke ezimweni eziningi kakhulu. Ngokuhlanganiswa kwezigidigidi zokuseshwa, ukuvakashelwa kwamasayithi, ukulandwa, ukuchofoza, ukuguqulwa, nokuzibandakanya, abathengisi bangaphrofetha ukusetshenziswa kokuqukethwe futhi babone ama-surges. 

Le vidiyo evela ku- Ibhomu echaza inqubo kahle:

Isebenza Kanjani Idatha Yezinhloso?

Ukusetshenziswa Kokuqukethwe kweBombora

Umthombo wesithombe: https://gzconsulting.org/2018/08/02/what-is-intent-data/

Izigidi zabantu emhlabeni wonke zisebenzisa i-Intanethi ukusesha ezigidini zezihloko futhi ngamabomu zibandakanye nokuqukethwe okuthile okuku-inthanethi. Unquma ukuthi imiphi imininingwane ebaluleke kakhulu bese uqala ukuqapha ukuzibandakanya okuthile okuhambisana nenqubo ekhethiwe. Umakethi uhlinzeka ngayo yonke i-Intel yomongo kufaka phakathi, kepha kungakhawulelwe ku:

  • Izihloko zomsebenzi zamathemba amahle
  • Usayizi wenkampani nendawo
  • Amagama nama-URL ama-akhawunti akhona amakhasimende akhona
  • Amagama nama-URL ama-akhawunti aqondisiwe
  • Amagama nama-URL wabancintisana ngqo
  • Ama-URL wabathonya nemicimbi yezimboni
  • Izibambo zomphakathi zabathonya bemboni nabaholi bemicabango
  • Amagama wokusesha alula futhi ayinkimbinkimbi ahlobene nemikhiqizo, izinsizakalo, izinkinga / amaphuzu wezinhlungu, kanye nemiphumela engaba khona / efiselekayo

Konke okungenhla kwakhiwe ngama-algorithms agcina futhi abhale ngezenzo ezifanele (lezo ezikhomba ukuzibandakanya okuhlukile phakathi kwezigidi zokusesha nokuzibandakanya okwenzeka nsuku zonke). Idatha ehlanganisiwe ibala imininingwane yokuxhumana ephelele kufaka phakathi amagama okuqala nawokugcina, izinombolo zocingo, amakheli e-imeyili, amagama ezinkampani, izihloko zethemba, izindawo, imboni nosayizi wenkampani. Kubonisa nedatha yokuqukethwe ekhomba izenzo abazithathile. 

Izibonelo zezenzo ezibonwayo zifaka phakathi ukusesha okujwayelekile, ukuzibandakanya kwesiza esincintisana nabo, ukuzibandakanya kwabathonya bemboni, kanye nemibuzo ephathelene nemicimbi emikhulu yemboni. Idatha futhi yehlukanisa izenzo ngezinhlobo nezimbangela. Ngamanye amagama, ayikhombisi nje lokho okwenziwe yithemba noma ikhasimende, kepha kungani ukwenzile

Kungenzeka futhi ukumaka idatha ekhomba amakhasimende amanje, ama-akhawunti akhonjiwe, nokuphinda izehlakalo zenhloso ekhonjisiwe. Konke lokhu kufinyelela ekubeni nohlu lwabantu bangempela abathatha izinyathelo zangempela zokufunda kabanzi mayelana nezinhlobo zemikhiqizo nezinsizakalo ozithengisayo.

Idatha yenhloso njengethuluzi lokuqondanisa nokubambisana

Ukumaketha nokuthengisa bekuhlale kunohlobo lobudlelwano benzondo yothando. Amaqembu okuthengisa afuna ukuhola okufaneleke kakhudlwana abakulungele ukuthenga. Amaqembu wokumaketha afuna ukubona ukuhola kusenesikhathi, awahlanganyele, futhi awondle aze afinyelele kulelo banga lokulungela. 

Zonke lezi zinto zikhulisa imiphumela nezinhloso zedatha yokuthengisa nokuthengisa kakhulu. Inikeza ithuluzi lokusebenzisana elixhuma ukuthengisa nokumaketha ngqo, likhuthaze ukubambisana, lihumushe idatha futhi lihlele amasu asebenzayo azo zonke izinhlobo zoxhumana nabo. Nazi izibonelo ezijwayelekile zokuthi idatha yezinhloso isetshenziswa kanjani ngokubambisana: 

  • Ukutholwa kwemikhondo yokuthengisa esebenzayo kakhulu
  • Ukuncishiswa kobuqili nokukhulisa ukwethembeka kwamakhasimende
  • Ukusebenzisana okuyimpumelelo nama-akhawunti akhonjiwe
  • Ukufakwa kwangaphambi kwesikhathi kokuqashelwa komkhiqizo nokusungulwa kwenani
  • Ukulandelela izitayela ezifanele

Indawo ngayinye kulezi ezingenhla inentshisekelo kukho konke ukumaketha nokuthengisa. Impumelelo kukho konke ihambisa inkampani phambili futhi ivumela ukusebenzisana okukhiqizayo, okunenjongo phakathi kwamaqembu.

Idatha Yezinhloso: Inzuzo Yokuncintisana

Ukusetshenziswa kwedatha yenhloso kunezinzuzo eziningi. Enye yezinto ezibaluleke kakhulu amandla ayo okusiza abathengisi nabasebenzi bezentengiso bakhombe inani labathengi kuyo yonke inhlangano. Inkampani eyodwa ingakwazi, futhi ivame ukwenza njalo, iqukethe imakethe engaphezu kwelilodwa noma i-persona ngaphansi kophahla olulodwa. Okubalulekile kumphathi oyedwa noma kumholi kunga - futhi kuvame ukwehluka - komunye. 

Idatha yenhloso isiza abathengisi ukwenza ngezifiso okuqukethwe komuntu ngamunye othintekayo enqubeni yokuthenga. Ngamakhulu ezinhlangano ezisebenzisa inqubo efanayo ekuseshweni kwewebhu, idatha yezinhloso isiza ukuqondisa ukwakhiwa kokuqukethwe okubhekiswe kakhulu lapho kungakhiwa khona imikhankaso yokuthengisa eqinile nephumelelayo.

Idatha Yokuhlomula Ngokuphumelelayo

Ukuba nokuxhumana okuqonde kakhulu phakathi kwenhloso yomthengi nokuqukethwe koqobo kunikeza abathengisi nabachwepheshe bezentengiso umngcele omkhulu wokuncintisana. Ukuze kukhuliswe ukuqoqwa kanye nekhwalithi yedatha yezinhloso kuyadingeka ukuthi idatha eqoqiwe ihambisane nezinhlobo ezahlukahlukene zedemokhrasi, ezendawo, kanye nedatha ye-firmographic. Ngaphandle kwalokhu kuhlangana, kunzima (funda: eduze kokungenzeki) ukuqonda ngokugcwele ukuthi iziphi izindlela ezithile zokuziphatha ezifanisa amaphrofayili athile amakhasimende.

Lapho ukuqonda inhloso ethile umthengi persona sekusunguliwe, kokubili ukuthengisa nokumaketha kusezikhundleni ezingcono ukudala okuqukethwe okufanele, okusebenzayo okuholayo ngesinyathelo ngasinye se- uhambo lomthengi

Enye yezindlela ezilula zokusebenzisa idatha yenhloso ngempumelelo ukuthuthukisa okuqukethwe kwebhulogi, izindatshana zewebhu, nezinye izinhlobo zokuqukethwe okubhaliwe okukhombisa ukuqonda okucacile kwemakethe yakho oqonde kuyo. Okuqukethwe kufanele kubhekane nezinkinga nezindawo zobuhlungu ezihambisana nokuthile okutholwe ngemininingwane yezinhloso eziqoqiwe. Ukwenza konke lokhu kubeka uphawu lwakho njengesiphathimandla futhi kuxhumana nekhono lokuletha okuqukethwe okuhlakaniphile, okunokwethenjelwa, nokwethembekile. 

Kuyalulekwa kakhulu ukuthi usabalalise okuqukethwe koqobo ngendlela eyandisa ukufinyelela. Lokhu kufaka phakathi ukwakha isu lokushicilela nokuhlanganisa kukho konke okuqukethwe okuqondisiwe. Ngamafuphi, qalisa futhi ushicilele okuqukethwe okukhombisa inhloso yokuqiniseka futhi uqiniseke ukuthi kuthola indlela phambi kwezithameli ezihlosiwe.

I-Final Takeaway

Uhlelo lokukhiqiza oluhola olusebenzisa ngempumelelo futhi ludlulise imininingwane yenhloso lunikeza inzuzo enqunyiwe kunoma yikuphi ukuthengisa noma isinyathelo sokumaketha. Ibeka umkhiqizo wakho ngaphandle kwabancintisana nabo abakhulu futhi inyusa amathuba okuthi ekugcineni ubonwe njengomholi wemboni. 

Yakha isu lokumaketha lokuqukethwe eliqondile, elingenamthungo elibonisa izimpawu ezihlosiwe ezikhishwa ngamathemba phakathi kwazo zonke izinhlobo zomsebenzi online (ukuseshwa, ukuvakashelwa kwamasayithi, ukuxhumana nabancintisana nabo, njll.). Lokhu ngeke nje kusize ekukhiqizeni imikhondo engcono, futhi kuzoba nomthelela omuhle emgqeni wakho ophansi. Ukuhlanganisa idatha yezinhloso kuzosiza ekwenzeni imikhankaso yezentengiso yesikhathi esizayo iphumelele ngokwengeziwe, okuvumela iqembu lakho lokuthengisa ukuthi ligxile kakhulu kuma-akhawunti angathengwa kakhulu.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.