I-Content Analytics: Ukuphela kokuphela kwe-eCommerce Management yama-Brands and Retailers

Okuqukethwe kwe-Analytics Vender Scorecard

Abathengisi beziteshi eziningi bayakubona ukubaluleka kokuqukethwe komkhiqizo onembile, kepha ngamashumi ezinkulungwane zamakhasi womkhiqizo afakwa kuwebhusayithi yabo nsuku zonke ngamakhulu abathengisi abahlukahlukene, cishe akunakwenzeka ukuwuthatha wonke. Ngasohlangothini lwe-flip, ama-brand ngokuvamile ajikisa izinto ezibalulekile, okwenza kube nzima kubo ukuthi baqinisekise ukuthi uhlu ngalunye luhlala lusesikhathini.

Inkinga ukuthi abathengisi kanye nemikhiqizo bavame ukuzama ukubhekana nenkinga yokuqukethwe komkhiqizo ompofu ngokusebenzisa izixazululo ezinephuzu elilodwa. Bangaba nobuchwepheshe be-analytics obunikeza ukuqonda ngezinkinga ngokufakwa kuhlu kwemikhiqizo, kepha abahlinzeki ngamathuluzi okulungisa izingqinamba zokuqukethwe ngokufanele. Ngakolunye uhlangothi, abanye abathengisi nemikhiqizo bangaba ne-syndicator yokuqukethwe enamathuluzi okuphatha nokuhlela izingqinamba zokuqukethwe komkhiqizo, kepha ayibonisi ngqo ukuthi yiluphi ulwazi oludinga ukubuyekezwa nokuthi lungabuyekezwa kanjani.

Abadayisi nemikhiqizo abasebenza nayo badinga kokubili ama-analytics nokuphathwa kokuqukethwe komkhiqizo ukuze banikeze amakhasimende imininingwane abayidingayo ukuze bacwaninge ngempumelelo futhi bathenge imikhiqizo online. I-Content Analytics yisisombululo sokuqala nesokuphela kuphela se-eCommerce esihlanganisa ama-analytics, ukuphathwa kokuqukethwe nokubika konke kungxenyekazi eyodwa, kunikeza inani kubo bobabili abathengisi nabathengisi babo.

Izibalo Zokuqukethwe Zezitolo: I-VendorSCOR ™

IVendorSCOR ™ iyithuluzi elinika amandla abathengisi ukugcina abathengisi babo bephendula ngokuqukethwe komkhiqizo abakubeka kusayithi labo. Isixazululo sokuqala nokuphela kwaso sohlobo lwaso, iVendorSCOR ivumela abathengisi ukuthi bakhombise abathengisi babo ukuthi yiziphi izindawo ezidinga ukunakekelwa nokuhlelwa ngokushesha, zandisa ikhwalithi yesiza futhi zikhuthaze ukuxhumana okuphelele ngayo yonke inethiwekhi yazo yemikhiqizo. Okwezimpawu ngqo, iVendorSCOR iyabasiza ukuthi baqinisekise ukuthi amakhasi abo ahambelana nezidingo zomthengisi nezamakhasimende, kukhulisa ukwethembeka kwamakhasimende namazinga okuguqulwa.

Nge-VendorSCOR, abathengisi bangathumela abathengisi amakhadi wamakhwalithi kukhwalithi yomkhiqizo wabo ngamunye masonto onke, kubasize baqinisekise ukuthi okuqukethwe kwabo kuhlala kuhlangabezana nezindinganiso zabathengisi futhi kulungiselelwe kangcono abathengi. Ngokusebenzisa ukukhishwa kwedatha yewebhu, ithuluzi likhasa isiza ukukhomba izikhala, amaphutha nokushiywa kokuqukethwe, njengezithombe ezingekho, izincazelo zomkhiqizo omubi, ukuntuleka kwezilinganiso nokubuyekezwa, nezinye izindaba ezinomthelela kuthrafikhi nokuguqulwa. Ithuluzi bese lisiza abathengisi ukuthi babeke phambili okufanele bakulungise futhi linikeze imininingwane nezinyathelo ezisebenzayo zokuthuthukisa okuqukethwe.

Amaphuzu Womthengisi We-Content Analytics

Lapho abathengisi sebeziqonda izingqinamba ngokuqukethwe kwabo kanye namathuba okuthuthuka, i-VendorSCOR isiza imikhiqizo ukwenza izibuyekezo ngokufanele. Ithuluzi le-PIM / DAM eliqinile le-Content Analytics livumela ama-brand ukuthi agcine futhi ahlele okuqukethwe komkhiqizo, kodwa futhi abone nokuthi angawenza kanjani kangcono umkhiqizo ngamunye wokusesha. Ukusuka lapho, ama-brand angakuhlanganisa ngokushesha okuqukethwe komkhiqizo wawo kuzo zonke iziteshi zawo zokuthengisa ngefomethi efanelekile, aqinisekise ukungaguquguquki nokunemba kuwo wonke amapulatifomu.

Ngokunikeza abathengisi amathuluzi abawadingayo ukuqinisekisa ukuthi isayithi labo linokuqukethwe okuhle kakhulu komkhiqizo, iVendorSCOR ekugcineni ivumela abathengisi nabathengisi ukuthi basebenze ndawonye ukushayela ukuthengisa nokuletha okuhlangenwe nakho okungcono kwamakhasimende.

ikhadi lesikolo labathengisiI-Target, ongomunye wabathengisi abakhulu bokuqala abasebenzisana ne-Content Analytics kumakhadi wamaphuzu we-VendorSCOR, uzogxila ekusebenziseni ithuluzi ukwenza ngcono ngaphambi kwesikhathi samaholide sika-2017. Abathengisi, njengo-Target, baphendukela ku-VendorSCOR ukusiza ukuhlenga ulwazi lokuthenga kubabambiqhaza babo bangaphakathi, imikhiqizo yabo futhi, okubaluleke kakhulu, abathengi babo.

Okuqukethwe kwe-Analytics VendorSCOR

Ukuhlanganisa kokubili ama-analytics nokuphathwa kokuqukethwe kuyisihluthulelo sokusinda nokuwina endaweni yanamuhla yokuhweba okuncintisana kakhulu. Uma abathengisi benganikeli abathengi ulwazi abaludingayo ukuze bathenge, bazovele baye kulokho okuzokwenza. IVendorSCOR ayiqapheli inkinga kuphela, kepha ibuye inikeze abathengisi nemikhiqizo abasebenzisana ngayo nezixazululo ezihambisanayo nezisebenziseka kalula ukuyilungisa ndawonye. UKenji Gjovig, i-VP yobambiswano kanye nokuThuthukiswa kweBhizinisi ku-Content Analytics

Izibalo Zokuqukethwe Zemikhiqizo: Ithuluzi Lokubika Lokuqala Lokuhambisa Lemikhiqizo

AbakwaBrands bazi kahle ukuthi abathengisi balungisa amanani entengo ngesaziso esincane, kepha ngaphandle kobuhlakani besoftware ukufanisa ijubane lama-algorithms wabathengisi, abakwazi ukunquma ukuthi yimuphi umthengisi we-inthanethi ohambise intengo kuqala nokuthi liguquke kangakanani.

Umbiko Wokuhambisa Wokuqala Wokuqukethwe uqapha izintengo zemikhiqizo efanayo kumasayithi wabathengisi abaningi ngesikhathi sangempela, ukukhomba nokubika ukuthi abathengisi bashintsha kangaki amanani abo nokuthi ngubani oqale kuqala. Njengokwengezwa okungenamthungo kumibiko yokuphula intengo ekhona ye-MAP ne-MSRP, i-First Mover Report isiza ama-brand ukuthi abone futhi alandele amathuba wokwenza ngcono imajini nokuqinisekisa amanani afanele kuzo zonke iziteshi eziku-inthanethi.

Isifundo Samacala Omkhiqizo: UMatel

Ngaphambi kokubambisana ne-Content Analytics, uMattel ubesevele egxile ekuqondeni kokuphathwa kwe-omnichannel, kepha wayengenawo amathuluzi okuhambisana nokulindela okulindelekile kwabathengi kokuhlangenwe nakho kwe-inthanethi.

Ukwenza ngcono ukuthengisa nokugcina ukulingana komkhiqizo ku-inthanethi, uMattel uphendukele ku-Content Analytics ukusungula isu le-omnichannel elinezinhlangothi ezintathu zebhizinisi labo le-eCommerce, elibandakanya:

  • Ukwenza ngcono okuqukethwe komkhiqizo ngokwandisa izihloko nezincazelo zomkhiqizo, kanye nokungeza amagama angukhiye alungiselelwe ukusesha, izithombe namavidiyo
  • Ukunciphisa ukuphuma kwamanani esitoko ngokuba nokubonakala kwesikhathi sangempela lapho imikhiqizo iphela esitokweni
  • Ukwenza imali kuziteshi zokuthengisa ezivela eceleni ngokusebenzisa amasu wokubika nawokuhlaziya ukusiza ukuqonda ukuthi uwandisa kanjani amathuba okuthenga

Ngokukhuluma ngala maphuzu amathathu obuhlungu, i-Content Analytics ikwazile ukuthuthukisa ulwazi lomkhiqizo kaMattel kanye nomugqa ophansi. Amamethrikhi athile afakiwe:

  • Kwenzelwe okuqukethwe kuma-SKU ayo aphezulu angama-545, lapho bathola khona Amaphuzu Okuqukethwe Kwezempilo Okuqukethwe kwe-Analytics ka-100% kuyo yonke into
  • Kwehliswe amanani aphuma esitokisini ngo-62% phakathi kukaNovemba-Dec 2016
  • Izinga elithuthukisiwe le-stock stock labashayeli abakhulu ngama-21%
  • Idale i- "Mattel Shop," isiteshi sokuthengisa esivela eceleni ukuvikela ibhokisi lokuthenga lapho uMattel engekho, ngaleyo ndlela kugcinwe ukulingana komkhiqizo nokulawula ulwazi lomthengi.

Lapho usebenza nezinkulungwane zama-SKU kuziteshi eziningi, ukuba namathuluzi afanele nedatha ehlanganiswe endaweni eyodwa kusisiza ukuthi sikhombe ngqo lapho singasheshisa khona ushintsho. - U-Erika Zubriski, iSekela likaMongameli Wezentengiso, uMattel

Funda i-Full Case Study

Eminye imikhiqizo nabathengisi abasebenzisa Izibalo Zokuqukethwe faka iWalmart, i-P & G, i-Samsung, i-Levi's, i-L'Oreal nokuningi.

One comment

  1. 1

    Ezweni lokumaketha ledijithali kunezinhlobonhlobo zamathuluzi ezobuchwepheshe bokumaketha okusisiza ukuthi sikhule phambili. Amathuluzi obuchwepheshe bokumaketha enza izinto zibe lula. Kokuqukethwe sithole amathuluzi we-Buzzsumo, grammarly etc. Okwe-Design sine-Lumen 5, amathuluzi we-stencil njll. Kwi-HTML sine-litmus, i-inkbrush. Ekumakethweni kwe-imeyili sineMailchimp. Kwa Seo sine-Href, i-rankwatch, i-Keyword Planner njll. Kuma-analytics sine-Google analytics. Emithonjeni yezokuxhumana sinommeli weSocio, kancane, Ukuphathwa kwephrojekthi sinawo amathuluzi we-google drive njll. Wonke la mathuluzi adlala indima ebalulekile emhlabeni wokukhangisa wedijithali.

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