Izinyathelo Ezi-6 Zokuthola Ipulatifomu Yedatha Yamakhasimende (CDP) Nge-C-Suite Yakho

Kungani Udinga I-CDP

Kungaba lula ukucabanga ukuthi esikhathini samanje esesabekayo esingaqinisekisi, ama-CxOs awakulungele ukwenza imali enkulu ekuthengiseni okuqhutshwa idatha nokusebenza kwenkampani. Kepha okumangazayo ukuthi basenentshisekelo, futhi kungahle kube ngoba bebevele belindele ukwehla kwamandla omnotho, kepha ithemba lemivuzo yokuqonda inhloso nokuziphatha kwamakhasimende kwakubaluleke kakhulu ukuthi ungayinaki. Abanye basheshisa ngisho nezinhlelo zabo zenguquko yedijithali, ngemininingwane yamakhasimende okuyingxenye enkulu yezimpawu zabo zomgwaqo.

Kungani Izinkampani Zisatshala Imali Ekuguqulweni Kwedijithali?

Ama-CFO, ngokwesibonelo, ayesevele engenathemba ngomnotho we-2020 ngaphambi kweCovid-19. Kamuva kakhulu Ucwaningo lweCFO Global Business Outlook, ngo-2019, ngaphezu kwamaphesenti angama-50 ama-CFO akholelwa ukuthi i-US izobhekana nokwehla kwamandla omnotho ngaphambi kokuphela kuka-2020. Kodwa naphezu kokuphelelwa yithemba, ama-CDP asakhombisa ukukhula kwerekhodi ngo-2019. Mhlawumbe abaningi kubaphathi abaphezulu bayaqhubeka nokutshala idatha yamakhasimende ngoba akukaze kuphuthume kakhulu ukuqonda ukuthi amakhasimende abo azofunani, enzeni, futhi athenge okulandelayo njengoba izimo zishintsha isonto nesonto phakathi nobhadane oluqhubekayo. 

Futhi ngaphandle kwamafu ezomnotho abesevele eqoqana emkhathizwe ngasekupheleni konyaka we-2019, ama-CEO awazange agxile ekwehliseni izindleko. Esikhundleni salokho, babenentshisekelo yokuqhubeka ngokuqapha nokwenza ngcono inzuzo. A Ucwaningo lwe-2019 Gartner ithole ukuthi ama-CEO ayenesifiso esikhulu sokumelana nezimakethe ezisezingeni eliphansi ngokukhomba amathuba amasha okukhula nezindleko zokuphatha kangcono.  

Ukuthatha? Izikhathi zanamuhla ezingaqinisekile empeleni zenza ushintsho lwedijithali lube yinjongo ephuthumayo. Lokho kungenxa yokuthi i-CDP ingasebenzisa i-analytics yedatha nedatha yokufunda imishini ukwenza ngcono inzuzo kuyo yonke inhlangano. 

Isinyathelo 1: Fingqa i-CDP Use Case yakho

Kubalulekile ukuqonda ikesi ledatha yamakhasimende nama-CDP. Uma ungumuntu ofuna ukusebenzisa i-C – noma uma usebenza ngokusondelana noyedwa – ngokukhethekile uyakwazi ukubamba iqhaza ekuchazeni inani lezinto ezithile ezisetshenziswayo zedatha yamakhasimende: ukwenziwa kohambo lwamakhasimende ngokwezifiso, ukukhomba okuthuthukile nokuhlukaniswa, ukubikezela okusheshayo kanye ukuthonya indlela yokuziphatha kwamakhasimende nokuthenga, noma ukwakhiwa okusheshayo kwemikhiqizo emisha noma ethuthukisiwe, izinsizakalo, nemikhiqizo. Ngokusho kweFarland Group, Abaphathi be-C-suite bahluke ngokwemvelo kwezinye izethameli. Bayakwazisa ukufika enhliziyweni yalolu daba ngokushesha, bahloniphe imiphumela yephrojekthi, futhi baxoxe ngamasu, hhayi amaqhinga. Setha iphimbo lakho lempumelelo ngokuyifaka ngesifinyezo sesiphetho esifushane. 

  • Gxila ezinkingeni ezithile: Ufuna ukwazi ukwenza isitatimende esinjengalesi: “Ezingxenyeni ezintathu zokuhlala ezedlule, ukuthengisa kwehlile. Sifuna ukuhlehlisa lo mkhuba ngokwandisa ukuthengiswa okulingene kwekhasimende ngalinye nokuthenga imvamisa. Singawufinyelela lo mgomo ngezincomo zokuthenga ezenziwa yidatha namakhuphoni enziwe aba ngewakho. ”
  • Thola imbangela: “Njengamanje, asinawo amathuluzi okuguqula idatha ibe ngeyakho. Yize siqoqa imininingwane eminingi yamakhasimende, igcinwa kuma-silos ahlukahlukene (iphuzu lokuthengisa, uhlelo lokuthembeka kwamakhasimende, iwebhusayithi, idatha yendawo yesitolo ye-Wi-Fi). ”
  • Bikezela okulandelayo: "Uma sihluleka ukuqonda ukuthi ukuziphatha kwamakhasimende kuguquka kanjani, sizolahlekelwa ukuthengisa nesabelo semakethe kulabo esincintisana nabo abanganelisa ukufunwa okusha, eziteshini ezahlukahlukene, kangcono kunalokho esingakwenza."
  • Nikeza isisombululo: “Kufanele sisebenzise i-Customer Data Platform ukuhlanganisa imininingwane yamakhasimende. Sisebenzisa i-CDP, sikhomba ukuthi ukuthengiswa okujwayelekile kwekhasimende ngalinye kuzokhuphuka ngamaphesenti ayi-155 kanti imvamisa yokuthenga izokwenyuka ngamaphesenti angama-40. ” 

Icala lebhizinisi lawo wonke umuntu lihlukile. Okubalulekile ukukhomba izinselelo ngokuphathwa kwedatha yamakhasimende, ukuthi kulithinta kanjani ikhono lakho lokuthola imininingwane yamakhasimende, nokuthi kungani leyo mininingwane ibalulekile. Ungahle uthande ukuqaphela ukuthi kungani lezi zinkinga zikhona nokuthi kungani izindlela ezedlule zehlulekile ukuzixazulula. Okubaluleke kakhulu, dala umuzwa wokuphuthuma ngamamethrikhi wezezimali afakazela ukuthi lezi zinkinga ziyithinta kanjani imiphumela yebhizinisi.

Isinyathelo 2: Phendula umbuzo: "Kungani i-CDP?"

-Umsebenzi wakho olandelayo ukucabanga emuva esikhathini ngaphambi kokuthi wenze umsebenzi wesikole. Cishe ubunemibuzo eminingi, enjengokuthi: "Yini iCDP?" futhi “Ihluke kanjani iCDP kwiCRM futhi i-DMP? ” Manje yisikhathi sokusebenzisa ulwazi lwakho ngokulungiselela izincazelo ezimbalwa eziyisisekelo, ezisezingeni eliphakeme. 

Ngemuva kwalokho, chaza ukuthi i i-CDP yebhizinisi izolixazulula kangcono icala lakho lokusebenzisa, ifeze izinhloso ezibalulekile, futhi siza iqembu lakho lokumaketha lithole imiphumela engcono. Isibonelo, uma izinhloso zomnyango wakho ukwenza ngcono ukukhangisa ngokufika ngesikhathi ngezifiso imiyalezo yamakhasimende, gqamisa ukuthi kanjani i-CDP ingahlanganisa idatha yamakhasimende ukuthi yakhe amamodeli wamakhasimende ahlukahlukene futhi ikhiqize uhlu oluqondiswe ngokukhethekile. Noma, uma izinhloso zakho kunguku thuthukisa ukwethembeka kwamakhasimende, khuluma ngokuthi iCDP ingahlanganisa kanjani idatha yokuchofoza kusuka kuhlelo lokusebenza leselula bese uyijoyina ngewebhu esivele ikhona, indawo yokuthengisa, nenye idatha yamakhasimende ukudala umuzwa ongcono wamakhasimende. 

Isinyathelo 3: Thola Umbono Womthelela Omkhulu Wesithombe Ofuna

Abaholi bezinga le-C bayazi ukuthi kubalulekile ukuba nombono wesithombe esikhulu lapho wenza noma yiziphi izinguquko ezinkulu kumasu abo noma ekusebenzeni kwabo. ukuthi abaholi bezinga le-C bangakwazi ukuhlangana ngemuva. Ngakho-ke, inhloso yakho elandelayo kuzoba ukubakhombisa ukuthi i-CDP izosiza kanjani inhlangano yakho ukuthi ifinyelele ezinhlelweni ezahlukahlukene esezivunyelwe, iveze umbono wokuthi iCDP ifaka isandla kanjani ekwakheni umsebenzi omuhle oqhutshwa yidatha. 

Ukwenza iphuzu lakho, kuyasiza ukusho ukuthi i-CDP ingakulungisa kanjani ukusebenzisana nabanye abaphathi bezinga le-C. Inzuzo evame ukunganakwa ye-CDP ukuthi inciphisa isidingo sokwesekwa kwe-IT ngokwakha ukusebenza kahle phakathi kwamaqembu wokumaketha ne-IT. Nazi izindlela ezimbalwa Ama-CMO nama-CIOs bobabili banqoba nge-CDP: 

  • Ukuqoqwa / ukuphathwa kwemininingwane okuthuthukisiwe. Ama-CDP athatha umsebenzi onzima wokuqoqa, ukusesha, nokuphatha idatha yamakhasimende kuyo yomibili iminyango yezentengiso neye-IT.
  • Ukuhlanganiswa okuzenzakalelayo kokubukwa kwamakhasimende. Ama-CDP asusa ukuphakanyiswa okusindayo kokuthungwa kwamakhasimende, okunciphisa kokubili ukusebenza kwedatha nokugcinwa.
  • Ukuzimela okuthe xaxa kwezentengiso. Ama-CDP anikezela ngohlu oluphelele lwamathuluzi okuzisebenzisela ukuzimaketha, aqeda isidingo se-IT sokwenza imibiko edla isikhathi.

Ipulatifomu yokumaketha ye-B2B I-Kapost iyisibonelo sangempela sendlela lokhu kusebenzisana okusebenza ngayo. Ukudidiyela nokwenza imisebenzi yayo isebenze, iKapost ithembele kumathuluzi ahlukahlukene we-SaaS angaphakathi, njengeMixpanel, iSalesforce neMarketo. Kodwa-ke, ukukhipha nokucebisa idatha engaphakathi kwala mathuluzi kwakuyinselele engapheli. Ukwakha imethrikhi entsha yokusebenza kudinga ibutho elincane lonjiniyela be-software. Ngaphezu kwalokho, i-database yangaphakathi eyakhelwe ukuhlanganisa idatha ayikwazanga ukuhambisana nesilinganiso esidingekayo futhi esidinga ukugadwa njalo eqenjini le-IT. 

Ukucabanga kabusha ngalezi zinqubo, i-Kapost isebenzise i-CDP ukufaka idatha yayo phakathi kwemininingwane eminingi kanye namathuluzi we-SaaS. Ngezinsuku ezingama-30 nje kuphela, iKapost yakwazi ukunikeza amaqembu ayo ukufinyelela okulula kuyo yonke idatha yayo okokuqala. Namuhla, i-DevOps ingumnikazi wenqubo yokufaka idatha yomkhiqizo obucayi, ngenkathi ukusebenza kwebhizinisi kulawula ukucabanga kwebhizinisi lokushayela ama-KPIs. I-CDP ikhulule iqembu labasebenzi bebhizinisi likaKapost ekuncikeni kubunjiniyela futhi lahlinzeka ngengqalasizinda enamandla yezibalo.

Isinyathelo 4: Yenza isipele Umlayezo Wakho Ngamaqiniso Namanani

Ukuthengisa okuyikho amaphuzu mahle. Ngaphezu kwakho konke, noma kunjalo, ufuna izimpendulo zombuzo “manje?”Zonke izikhulu ze-C-level zifuna ukwazi ukuthi:“ Uyini umthelela emgqeni wethu? ” ULucille Mayer, isikhulu esiphezulu sezokwazisa eBNY Mellon eNew York, etshela uForbes:

Ukhiye wokuthola inhlonipho [ne-C-suite] ukukhuluma ngokugunyazayo ngesihloko sakho. Idatha enzima namamethrikhi kune amaqiniso wekhwalithi uthole ukuthembeka. ”

ULucille Mayer, Isikhulu Esibhekele Ulwazi e-BNY Mellon eNew York

Imali engenayo, izindleko, nokukhula kuhumusha kube inzuzo yonke — noma cha. Ngakho-ke khuluma ngamamaki wenzuzo, uqhathanisa isimo sezimali sanamuhla nesimo esivelisiwe esizayo. Yilapho ungena emininingwaneni emayelana nedatha yezimali ebalulekile njenge-ROI nezindleko eziphelele zobunikazi. Amanye amaphuzu wokukhuluma:

  • Izindleko zanyanga zonke ze-CDP kulindeleke ukuthi zibe ngu- $ X. Lokhu kufaka izindleko zabasebenzi nezinhlelo ku- $ X.
  • I-ROI yomnyango wezokumaketha izoba ngu- $ X. Sithole le nombolo ngokulindela ukuthi u- [30% ukhuphuke imali engenayo esitolo, i-15% inyuse ukuguqulwa komkhankaso, njll.] 
  • Kuzoba khona futhi u- $ X ekusebenzeni kahle nasekulondolozeni [umnyango we-IT, ukuthengisa, ukusebenza, njll.].

Eminye imikhiqizo esebenzisa ama-CDP ithole imiphumela emihle. Nazi izibonelo ezimbalwa: 

Isinyathelo 5: Phakamisa Isixazululo Sakho

Manje yisikhathi sokuhlinzeka ngokuhlaziywa kwenhloso yesixazululo esizokwenza umbono wakho omuhle. Qala ngo- ukufaka kuhlu izinqubo zakho zokunquma nokuthi yimuphi umthengisi we-CDP oletha inani elikhulu kakhulu. Lapha, ukhiye ukuhlala ugxile kumasu. Ku-athikili mayelana exhumana ne-C-suite, uRoanne Neuwirth uyabhala: “Abaphathi banendaba nokuthi bangaxazulula kanjani izinkinga zebhizinisi futhi bathuthukise imali engenayo nenzuzo. Abanandaba… nobuchwepheshe nemikhiqizo — lokho kuyindlela nje yokufeza okuthile futhi kunikezwa abanye kalula ukuba bayihlole futhi bayithenge. ” Ngakho-ke uma ufuna ukuxoxa ngezici ze-CDP, qiniseka ukuzixhumanisa nemiphumela ebekiwe. Phakathi kwe- Izidingo eziphezulu ze-CDP zama-CMO: 

  • Ukuhlukaniswa kwamakhasimende. Dala amasegimenti aguquguqukayo asuselwa ekuziphatheni kwamakhasimende, kanye nedatha yekhasimende egciniwe.
  • Ukuhlanganiswa kwedatha engaxhunyiwe ku-inthanethi naku-inthanethi. Hlanganisa ndawonye uhlukanise amaphoyinti okuthinta ikhasimende kuphrofayela eyodwa ekhonjwe nge-ID eyingqayizivele yekhasimende.
  • Ukubika okuthuthukile nezibalo. Qinisekisa ukuthi wonke umuntu uyakwazi ukufinyelela khona manjalo izibuyekezo nolwazi lwamasu aludingayo ukwenza imisebenzi yakhe.

Isinyathelo 6: Chaza Izinyathelo Ezilandelayo, Chaza ama-KPIs, futhi ulungiselele izimpendulo zemibuzo elandelayo

Ekupheleni kwe-pitch yakho, nikeza okulindelwe okucacile kokuthi abaphathi bazolindela ukubona nini inani kusuka ekuthunyelweni kwe-CDP. Kuyasiza futhi ukunikeza uhlelo lokukhishwa kwezinga eliphezulu ngesheduli enezingqopha-mlando ezinkulu. Namathisela amamethrikhi ebangeni ngalinye elizokhombisa impumelelo yokuthunyelwa. Eminye imininingwane ukufaka:

  • Izidingo zedatha
  • Izidingo zabantu
  • Izinqubo / izikhathi zesikhathi sokuvunywa kwesabelomali

Ngaphandle kwalokho, lungela ukuphendula imibuzo ekugcineni kwesethulo sakho, njenge: 

  • I-CDP ingena kanjani ezixazululweni zethu zamanje ze-martech? Ngokufanelekile, i-CDP izosebenza njengehabhu elihlela ngokukhalipha imininingwane kuwo wonke ama-silos ethu emininingwane.
  • Ngabe i-CDP inzima ukuyihlanganisa nezinye izixazululo? Ama-CDP amaningi angahlanganiswa ngokuchofoza okumbalwa.
  • Ungaqiniseka kanjani ukuthi ama-CDP alapha azohlala? Abaningi ochwepheshe babheka ama-CDP ikusasa lokumaketha.

Ukufingqa Konke - Qamba Namuhla Ukulungiselela Ikusasa

Yini indlela engcono yokufingqa ukubaluleka kwe-CDP enhlanganweni yakho? Okusemqoka ukugxila emcabangweni wokuthi i-CDP ayigcini nje ngokugcina idatha yamakhasimende, kodwa inikeza inani ngokuhlanganisa idatha evela kuma-silos ahlukahlukene ukudala amaphrofayli amakhasimende ngamanye asekelwe ekuziphatheni kwesikhathi sangempela. Ngemuva kwalokho, isebenzisa ukufunda ngomshini ukuthola imininingwane ebalulekile engasetshenziswa ukuqonda ukuthi yini amakhasimende ayivezile izolo, ukuthi ifunani namuhla, nokuthi izolindelani kusasa. Ngaphandle kwalokho, i-CDP ingaqeda izindleko ezihlobene nedatha, izimpahla zenkampani ze-de-silo, futhi izuze uhla olubanzi lwezinhloso zamasu. Ekugcineni, i-CDP izosiza inhlangano yakho ukuthi isebenzise imininingwane yayo ngempumelelo, inikele ekukhiqizweni okuthuthukile, ekusebenzeni okuhambisanayo, nasekukhuleni okuhlukahlukene - konke lokhu okubalulekile ekwenzeni inzuzo noma ngabe umnotho uya kuphi.

UCABANGANI?

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