Ukuhlanganiswa kwe-DMP: Ibhizinisi eliqhutshwa ngedatha labashicileli

Ipulatifomu Yokuphathwa Kwemininingwane

Ukwehliswa okukhulu kokutholakala kwedatha evela eceleni kusho amathuba ambalwa wokukhomba ekuziphatheni nokwehla kwemali engenayo yokukhangisa kubanikazi abaningi bezindaba. Ukuqeda ukulahleka, abashicileli badinga ukucabanga ngezindlela ezintsha zokubheka idatha yomsebenzisi. Ukuqasha ipulatifomu yokuphathwa kwedatha kungaba yindlela yokuphuma.

Eminyakeni emibili ezayo, imakethe yezokukhangisa izokhipha amakhukhi wenkampani yangaphandle, okuzoshintsha imodeli yendabuko yabasebenzisi bokukhomba, ukuphatha izikhala zezikhangiso, kanye nemikhankaso yokulandelela. 

Kuwebhu, isabelo sabasebenzisi esikhonjwe ngamakhukhi wenkampani yangaphandle sizothambekela ngakuziro. Imodeli yendabuko yokulandelelwa kwesiphequluli esinqamula indawo ngabahlinzeki bemininingwane yenkampani yangaphandle kanye nabathengisi bezitolo kungekudala izophelelwa yisikhathi. Ngakho-ke, ukubaluleka kwedatha yeqembu lokuqala kuzokhuphuka. Abashicileli ngaphandle kwamandla abo wokuqoqa idatha bazobhekana nezingqinamba ezinkulu, ngenkathi amabhizinisi aqoqa izingxenye zawo zabasebenzisi esesimweni esiyingqayizivele sokuthola imivuzo yale ndawo entsha yokukhangisa. 

Ukuqoqa nokuphatha idatha yeqembu lokuqala kudala amathuba ahlukile kubashicileli ekukhuphuleni imali yabo, ukuthuthukisa ulwazi lokuqukethwe, ukuzibandakanya nokwakha okulandelayo okuthembekile. Ukusebenzisa imininingwane yomuntu wokuqala kungasetshenziselwa ukwenza okuqukethwe kube ngokwakho kanye nokwenza imilayezo yokukhangisa ekwenyuseni amawebhusayithi.

IBusiness Insider isebenzisa idatha yokuziphatha ukuthuthukisa amaphrofayli wabafundi bayo bese isebenzisa lolo lwazi ukwenza ngezifiso izincwadi zezincwadi ze-imeyili nezincomo zokuqukethwe kusayithi ukubandakanya kangcono abafundi. Le mizamo inyuse amazinga wokuchofoza kwabo ngezikhangiso ngama-60% futhi ikhuphule amazinga wokuchofoza ezincwadini zabo ze-imeyili ngu-150%.

Kungani Abashicileli Badinga i-DMP

Ngokuvumelana ne Izibalo zangaphakathi ze-Admixer, ngokwesilinganiso, U-12% wesabelomali sokukhangisa usetshenziselwa ukutholwa kwedatha yenkampani yokuqala yokuqondiswa kwezithameli. Ngokususwa kwamakhukhi wenkampani yangaphandle, isidingo sedatha sizokwenyuka kakhulu, futhi abashicileli abaqoqa idatha yenkampani yokuqala basesimweni esihle sokuzuza. 

Noma kunjalo, bazodinga othembekile ipulatifomu yokuphathwa kwedatha (DMP) ukusebenzisa imodeli yebhizinisi eliqhutshwa yidatha. I-DMP izovumela ukungenisa ngempumelelo, ukuthekelisa, ukuhlaziya, futhi, ekugcineni, benze imali ngemininingwane. Idatha yenkampani yokuqala ingaqinisa ukufakwa kwezikhangiso futhi inikeze ngomthombo owengeziwe wemali engenayo. 

I-DMP Use Case: Simpals

ISimpals yindlu yezindaba enkulu kunazo zonke eku-inthanethi eMoldova. Ekufuneni imifudlana yemali engenayo ethembekile, bona ihlangene ne-DMP ukusetha ukuqoqwa kwedatha yenkampani yokuqala nezibalo zabasebenzisi ze-999.md, ipulatifomu yezentengiselwano ye-e-commerce yaseMoldavia. Ngenxa yalokhu, bachaza izingxenye zezithameli ezingama-500 futhi manje bazithengisa ngokuhlelekile kubakhangisi nge-DMP.    

Sebenzisa i-DMP kunikela ngezendlalelo zedatha ezengeziwe zabakhangisi, ngenkathi kukhulisa ikhwalithi ne-CPM kokuvelile okuhlinzekiwe. Idatha igolide elisha. Ake sicabangele isici esiyinhloko sokuhlela idatha yabashicileli nokukhetha umhlinzeki wezobuchwepheshe ongalingana nezidingo zebhizinisi zezinhlobo ezahlukene zabashicileli.  

Ungayilungiselela Kanjani Ukuhlanganiswa Kwe-DMP? 

  • Ukuqoqwa kwedatha - Okokuqala nokubaluleke kakhulu, abashicileli kudingeka bahlole ngokuhlelekile konke ukuqoqwa kwedatha kuzingxenyekazi zabo. Lokhu kufaka ukubhaliswa kumawebhusayithi nakuzinhlelo zokusebenza zeselula, ukungena ngemvume kumanethiwekhi e-Wi-Fi, kanye nezinye izimo lapho abasebenzisi bakhuthazwa khona ukuthi bashiye imininingwane yabo. Akunandaba ukuthi idatha ivelaphi, ukuqoqwa kwayo nokugcinwa kwayo kufanele kuhambisane nezinhlaka zomthetho ezikhona ze- I-GDPR futhi CCPA. Njalo lapho abashicileli beqoqa imininingwane yomuntu siqu, badinga ukuthola imvume yabasebenzisi, futhi babashiye benethuba lokuphuma. 

Ukuhlanganiswa Kwedatha ye-DMP

  • Ukucubungula idatha - Ngaphambi kokungena ku-DMP, udinga ukucubungula yonke idatha yakho, uyihlanganise ibe yifomethi eyodwa, bese ususa izimpinda. Ukuze usethe ifomethi efanayo yedatha, kubalulekile ukukhetha isikhombi esisodwa esihlukile, ngokuya ngokuthi uzokwakha kanjani i-database yakho. Khetha eyodwa engakhomba kalula umsebenzisi, njengenombolo yocingo noma i-imeyili. Kuzophinda futhi kunciphise ukuhlanganiswa uma uhlukanisa idatha yakho ngezigaba ngokusho kwezithameli ezenza kahle kakhulu. 

Ungayihlanganisa kanjani i-DMP? 

Enye yezindlela ezisebenza kahle kakhulu zokuxhuma i-DMP uku uyihlanganise neCRM nge-API,  ivumelanisa i-UniqueIDs. Uma i-CRM yakho ihlanganiswe nazo zonke izimpahla zakho zedijithali, ingadlulisela idatha ku-DMP, engayicebisa futhi iyithuthukise. 

I-DMP ayigcini imininingwane yabasebenzisi ekhonjwa bona uqobo. Lapho i-DMP ihlanganiswa nge-API noma ukungeniswa kwefayela, ithola inqwaba yedatha exhuma i-ID yomshicileli nesikhombi somsebenzisi esiyingqayizivele osichaze esinyathelweni esedlule. 

Ngokuya ngokuhlanganiswa ngeCRM, ungadlulisa imininingwane ngefomethi ye-hashed. I-DMP ayikwazi ukucacisa le datha, futhi izoyiphatha ngale fomethi ebethelwe. I-DMP iqinisekisa ubumfihlo nokuvikeleka kwedatha yomsebenzisi, inqobo nje uma usebenzise ukutholakala kwamagama okwanele nokubethela. 

Yikuphi ukusebenza okufanele kube khona i-DMP? 

Ukukhetha i-DMP ehamba phambili yebhizinisi lakho, udinga ukuchaza izidingo zakho zomhlinzeki wezobuchwepheshe. Okubaluleke kakhulu, udinga ukufaka kuhlu konke ukuhlanganiswa okudingekayo kwezobuchwepheshe. 

I-DMP akufanele iphazamise izinqubo zakho futhi idinga ukusebenza ngokuzungeza ingqalasizinda yezobuchwepheshe ekhona. Isibonelo, uma usuvele unayo ipulatifomu ye-CRM, i-CMS, nokuhlanganiswa nabalingani obafunayo, i-DMP ekhethiwe kufanele ihambisane nabo bonke. 

Ngenkathi ukhetha i-DMP, cabanga ngawo wonke amakhono akhona ezobuchwepheshe, ukuze ukuhlanganiswa kungabi ngumthwalo eqenjini lakho lobuchwepheshe. Udinga ipulatifomu ezoletha ngempumelelo ukusebenza okuyisihluthulelo: ukuqoqwa, ukuhlukaniswa, ukuhlaziywa, nokwenza imali kwedatha.

Izici ze-DMP

  • Umphathi Wethegi - Ngemuva kokuhlanganisa idatha yakho ekhona ku-DMP yakho, uzodinga ukuqoqa amanye amaphuzu wedatha. Ukuze wenze lokho, udinga ukusetha amathegi noma amaphikseli kumawebhusayithi wakho. Lezi yizintambo zekhodi eziqoqa idatha mayelana nokuziphatha komsebenzisi kuzingxenyekazi zakho bese uzirekhoda ku-DMP. Uma owokugcina ene- umphathi wethegi, izokwazi ukuphatha amathegi kuzingxenyekazi zakho maphakathi. Noma kungakhethwa, kuzosindisa ithimba lakho lobuchwepheshe isikhathi esiningi nomzamo. 
  • Ukuhlukaniswa kanye neTaxonomy - I-DMP yakho kufanele ibe nezici ezahlukahlukene zokwahlukaniswa kwedatha nokuhlaziywa. Kufanele ikwazi ukusungula intela yomnotho, isakhiwo sedatha esinjengomuthi esichaza ukuhlangana phakathi kwamasegmenti wakho wedatha. Kungavumela i-DMP ukuthi ichaze izingxenye ezincane zedatha, izihlaziye ngokujulile, futhi izilinganise kakhulu. 
  • Ukuhlanganiswa kwe-CMS - Isici esiphakeme kakhulu se-DMP yikhono lokusihlanganisa ne-CMS yakho yewebhusayithi. Izokuvumela ukuthi ukwandise ngokunamandla okuqukethwe kuwebhusayithi yakho futhi uhlangabezane nezidingo zabasebenzisi bakho. 
  • Ukwenza imali - Ngemuva kokuthi uhlanganise i-DMP, kuzodingeka ufunde ukuthi ungayisebenzisa kanjani idatha yokwenza imali eyengeziwe kumapulatifomu ohlangothini olufunwayo (i-DSP). Kubalulekile ukukhetha i-DMP engahlanganiswa kalula nabalingani bakho abafuna.

    Amanye ama-DSP anikela nge-DMP yendabuko, ehlanganiswe ngokuqinile ku-ecosystem yawo. Kubalulekile ukuthi wazi ukuthi i-DMP ehlanganiswe ne-DSP eyodwa ingaba yisixazululo esisebenzayo, ngokuya ngesimo semakethe yakho nezwe lokuncintisana. 

    Uma usebenza emakethe encane, lapho i-DSP ethile ingumdlali ovelele, ukusebenzisa i-DMP yabo yendabuko kungaba isenzo esihlakaniphile. Uma usebenza emakethe enkulu, udinga ukunaka ukuthi i-DMP ingahlangana kalula kanjani namapulatifomu amakhulu okudingeka.  

  • Ukuhlanganiswa kweseva yesikhangiso - Esinye isici esibalulekile ukukwazi ukusebenzisa idatha yakho. Abashicileli abaningi basebenzisa isiphakeli sesikhangiso ukusebenza ngqo nama-ejensi nabakhangisi, baqale imikhankaso yabo yezikhangiso, bakhuthaze abanye, noma bathengise ithrafikhi esele. Ngakho-ke, i-DMP yakho idinga ukuhlangana kalula neseva yakho yesikhangiso.

    Ngokufanelekile, iseva yakho yesikhangiso kufanele iphathe izimpahla zesikhangiso kuwo wonke amapulatifomu akho (iwebhusayithi, uhlelo lokusebenza lweselula, njll.) Bese idlulisa imininingwane nge-CRM yakho, nayo ezoyixhuma ne-DMP. Imodeli enjalo ingenza lula konke ukuhlanganiswa kwesikhangiso sakho, futhi ikuvumele ulandele ngokusobala ukwenza imali. Noma kunjalo, lokhu akwenzeki ngaso sonke isikhathi, futhi udinga ukuqinisekisa ukuthi i-DMP isebenza kahle neseva yakho yesikhangiso.  

Izici Zokuhlanganiswa kwe-DMP

Qedani 

Kubalulekile ukuthi umhlinzeki wezobuchwepheshe omkhethile athobele imithetho yangasese neyokuphepha kwedatha yomhlaba. Noma ngabe ugxila kuphela kudatha evela emakethe yasendaweni, usengathola abasebenzisi kusuka kunoma iyiphi ingxenye yomhlaba. 

Esinye isici esibalulekile okufanele usicabangele ubudlelwano bomhlinzeki we-DMP nabakhangisi bendawo nabalingani. Ukujoyina ingqalasizinda ebumbene nobudlelwano obusunguliwe kunganciphisa ukuhlanganiswa kwamapulatifomu akho futhi kulungise ukwenza imali kwempahla yakho yedijithali. 

Kubalulekile futhi ukukhetha umlingani wezobuchwepheshe onganikeli ngokubonelela okuzisebenzelayo ngokugcwele kepha futhi ekunikezela ngesiqondiso esisebenzayo, impendulo, kanye nokubonisana. Ukunakekelwa kwamakhasimende okuphezulu kakhulu kumele uxazulule noma yiziphi izinkinga futhi uhlele amasu akho okuphatha idatha. 

UCABANGANI?

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