I-Identity Puzzle ekuphathweni kwedatha yamakhasimende

Izixazululo Zobunikazi Bomthengi

Inkinga Yomazisi Womthengi

Ezinganekwaneni zamaHindu, Ravana, isazi esikhulu, nenkosi yamademoni, inamakhanda ayishumi, okukhombisa amandla ayo ahlukahlukene nolwazi. Amakhanda abengenakonakala ngekhono le-morph kanye ne-regrow. Empini yabo, uRama, unkulunkulu wamaqhawe, ngakho-ke kumele ahambe ngezansi kwamakhanda kaRavana futhi akhombe umcibisholo enhliziyweni yakhe eyedwa ukumbulala ngokuphelele.

Ezikhathini zanamuhla, umthengi ufana noRavana, hhayi ngemiklamo yakhe emibi kepha ubunikazi bakhe obuningi. Ucwaningo luthi umthengi ojwayelekile e-US namuhla uxhunywe kumadivayisi we-3.64 Ngokwanda kwamadivayisi amasha amasha njengezipikha ezihlakaniphile, okugqokekayo, amakhaya axhunyiwe, nezimoto, njll. Kulindeleke ukuthi axhumeke ku amadivayisi amaningi angama-20 esikhathini esizayo esingekude kangako. Njengoba kwenzelwe iRama, lokhu kuletha inselelo ecacile kumakethi wanamuhla - indlela yokuzulazula kumugqa walezi zinsiza ukukhomba nokwazi UMTHENGI ukuze akwazi ukuzibandakanya yedwa, ngokungaguquguquki, nangokomongo kuwo wonke amaphuzu akhe athintekayo.

Ucwaningo lwemboni luphakamisa ukuthi yingxenyana encane kuphela yamabhizinisi abathengi okwamanje angakhomba ngokunembile izithameli zabo - yingakho ukufika nokwanda okusheshayo kwezixazululo zokuphathwa kwe-Identity ezisiza amabhizinisi ukuxazulula ubunikazi bezithameli zawo kubunikazi namaphrofayili wabathengi ngamunye. Usayizi wemakethe yezixazululo ze-Identity ulinganiselwa ukuthi uzokhula usuka ku- $ 900 Mn njengamanje uye ngaphezulu kwe- $ 2.6 Bn ngo-2022, kudlula ukukhula kokutshalwa kwezimali jikelele

Kamuva Ucwaningo lwe-Winterberry kukhombisa ukuthi cishe ama-50% amabhizinisi wabathengi aqinise ukugxila futhi ahlela ukukhulisa ukutshalwa kwezimali kuzisombululo ze-Identity. Ngenkathi ukuhlukaniswa nokuqondiswa kwimidiya ekhokhelwayo kuhlala kuyizimo ezisetshenziswa kakhulu zezinhlobo zabathengi, okokuxhumana okwenziwe ngamakhemikhali nokwenziwa kwesiteshi kanye nokukalwa nokunikezwa kulindeleke ukuthi kube yizindawo zokugxila kungekudala.

Izixazululo Zobunikazi: Okwedlule, okukhona nekusasa

Ingqikithi yayo, umsebenzi wesixazululo sokuxazulula ubunikazi ukuqoqa ngokuqhubekayo idatha yomsebenzi wezithameli kusuka kusethi ehlukile yemithombo yedatha, amapulatifomu, nezinsizakalo ukuthola ubumbano obumbene, omni-wesiteshi kanye nephrofayili yelungu ngalinye lezithameli. Kodwa-ke, le ndlela isethulwe kakhulu kuze kube manje ngamapulatifomu namasu wokukhangisa wesiteshi esithile. Imininingwane yolwazi yeCRM njengabagcini bamakhasimende eqembu lokuqala kanye nemininingwane yokuxhumana kube yizinkundla ezijwayelekile zobunikazi zokwenza kusebenze okuqondile kokukhangisa, ikakhulukazi nge-imeyili noma ngeposi eliqondile.

Ngokukhula kwemali yokuthengisa edijithali, Amapulatifomu okuphathwa kwedatha (Ama-DMP) agcina idatha yokuziphatha kwezithameli ezidijithali ngokuyinhloko ukusekela ukubonisa amacala okusebenzisa izikhangiso sekuvelele. Kodwa-ke, ukubaluleka kwazo manje sekungabazeka ngezingadi ezibiyelwe njenge-Facebook ne-Google yokuvala iminyango kuzo. Esinye isiteshi esikhulayo sethonya bekungamapulatifomu wedatha yeselula ukusekela idivayisi yeselula nokuzibandakanya okususelwa endaweni.

Ukunqoba ukulinganiselwa kwendlela enqanyuliwe, eneziteshi eziningi izixazululo zamanje ze-Identity ezinjengolwazi lweCRM noma ama-DMPs zikhawulelwe ngazo, ukugxila kushintshela kuzisombululo zesimanje ezivelayo njenge Amapulatifomu Wedatha Yamakhasimende (Ama-CDP) nama-Identity Graphs. Lokhu kunikeza indlela ebumbene, ethintwayo ethintwayo ne-omni-channel ebhekela ukuxazululwa kobunikazi nokuxhumanisa, okuvumela ukubuka okuhambisanayo ngokuphelele, okukodwa kwekhasimende kumthengisi.

Ukuphathwa Kobunikazi Bomthengi
Umdwebo i. Ukuphathwa kobunikazi bamakhasimende kuyisihluthulelo sokumaketha okuqukethwe

I-Mechanics Yesinqumo Sokuzazisa

Umsebenzi osemqoka wohlelo lokuxazululwa kobuwena ukuqoqa ngokuqhubekayo idatha ehlobene nezithameli kusuka emithonjeni ehlukahlukene bese uyifaka enqubweni eqhubekayo exazulula, ikhiqize futhi ivuselele le datha kumaphrofayili wabathengi ahlukile, asetshenziswa yibhizinisi ngezindlela ezahlukahlukene zokumaketha noma okunye ukusebenza.

Inqubo iqukethe izinyathelo ezibalulekile ezi-3:

  1. Ukuphathwa Kwemininingwane - Kubandakanya ukungeniswa kwesethi ehlukile yedatha yabathengi, kokubili ubunikazi, nokuhlobene nomsebenzi, kulandelwe ukucubungulwa nokugcinwa kwale datha kumakhosombe ahleliwe.
  2. Ukulungiswa Kobunikazi - Lokhu ukuxubana okubucayi futhi okuyinkimbinkimbi kwenqubo yokunquma kanye namathuba wokuthola okokuhlonza, ukufanisa, ukucwaninga, nokuxhumanisa kubunikazi bomthengi obuyingqayizivele obulandelwa inqubo yokuqinisekisa ukukhulisa ukunemba kwenqubo yesinqumo.
  3. Ukukhiqizwa kwephrofayili yomthengi - Lokhu kuhlanganisa konke okokuhlonza, izimfanelo, nemisebenzi ibe ku-graphicity, i-Identity Graph ephelele yomthengi, umuntu oyedwa, noma umndeni.

Yini eyenza Isixazululo Sokuphathwa Kobunikazi Esiphumelelayo: Ama-Mantras ama-5

  1. Qinisekisa ukuthi uhlelo lwe-Identity ludliswa ngemininingwane evela kwimithombo eminingi yedatha. Hhayi nje umsebenzi wedivayisi kepha nezinhlelo zokusebenza ezingemuva ukusiza ukubhoboza okwedlule idivayisi, ikhukhi noma i-pixel futhi iveze abantu bangempela abangemuva kwabo nokuziphatha kwabo.
  2. Njengengxenye yokuphathwa kwedatha, qinisekisa ukuhlangabezana namalungelo wobumfihlo wabathengi nezidingo zokuhambisana nezinkambiso zomkhakha njenge-GDPR, CCPA njll.
  3. Ukulungiswa komazisi kufanele kufake inqubo ehambisanayo yomthetho wokunquma, ukuqinisekisa ukunemba okuphezulu okubucayi ukusekela ingqikithi, ukuzibandakanya komuntu uqobo ezimweni ezisetshenziswa ngqo zokumaketha
  4. Inqubo yokunquma kufanele yengezwe ngokufana komshini okuqhutshwa ngokufunda komshini ukwandisa isethi yedatha, futhi ihlangabezane nezidingo zamacala okusetshenziswa afana nemithombo yezokuxhumana noma ukubonisa ukumaketha kwesikhangiso okulindele inetha elibanzi kepha kube kuncane kakhulu ukwenza okwe-1: 1
  5. Iphrofayili yomthengi ekhiqiziwe, ngesimo segrafu ye-Identity, ngenkathi inokunemba okudingekayo nesikhathi, kufanele yeqe ngaphezu kokuxhunyaniswa kuzikhombi nezimpawu ngokufaka imininingwane oyifunayo ukunika amandla amacala wokusebenzisa wokumaketha

UCABANGANI?

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