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Kuyini Ukuphathwa Kwamathegi Ebhizinisi? Kungani Kufanele Usebenzise Ukuphathwa Kwamathegi?

IVerbiage esetshenziswa abantu embonini ingadideka. Uma ukhuluma ngokumaka ngokubhuloga, mhlawumbe usho amagama akhethiwe abalulekile ku-athikili tag futhi kwenze kube lula ukufuna nokuthola. Ukuphathwa komaka ubuchwepheshe obuhluke ngokuphelele nesisombululo. Ngokubona kwami, ngicabanga ukuthi ibizwa ngokungeyikho… kepha sekuyigama elivamile kuyo yonke imboni ngakho-ke sizochaza!

Kuyini ukuphathwa kwamathegi?

Ukumaka isayithi lengeza omaka bombhalo ekhanda, emzimbeni, noma ngaphansi kwesayithi. Uma usebenzisa izinkundla zezibalo eziningi, izinsizakalo zokuhlola, ukulandelela ukuguqulwa, noma izinhlelo ezithile zokuqukethwe eziguqukayo noma eziqondisiwe, cishe kudinga njalo ukuthi ufake imibhalo ezifanekisweni eziyinhloko zesistimu yakho yokuphatha okuqukethwe. Amasistimu okuphatha amathegi (I-TMS) ukukunikeza umbhalo owodwa ongawufaka esifanekisweni sakho bese ungakwazi ukuphatha zonke ezinye ngokusebenzisa inkundla yezinkampani zangaphandle. Uhlelo lokuphatha amathegi likuvumela ukuthi wakhe iziqukathi lapho ungahlela ngokukhalipha amathegi ofisa ukuwaphatha.

Ku-an Ibhizinisi inhlangano, ukuphathwa kwamathegi inika amandla ithimba lokumaketha, ithimba labaklami bewebhu, amaqembu okuqukethwe, namaqembu e-IT ukuthi asebenze ngokuzimela omunye komunye. Ngenxa yalokho, ithimba lokumaketha kwedijithali lingasebenzisa futhi liphathe omaka ngaphandle kokuba nomthelela kokuqukethwe noma amathimba aklama... noma kudingeke ukuba lenze izicelo emaqenjini e-IT. Ukwengeza, izinkundla zokuphatha amathegi ebhizinisi zinikeza ukucwaningwa kwamabhuku, ukufinyelela, nezimvume ezidingekayo ukuze kusheshiswe ukuthunyelwa kanye nokunciphisa ubungozi Ukuphuka isayithi noma uhlelo lokusebenza.

Qiniseka ukuthi ufunda okuthunyelwe kwethu ekuthumeleni Ukuphathwa kwamathegi we-ecommerce, nohlu lwama-tag angu-100 abucayi okufanele usetshenziswe futhi ulinganise ukuxhumana kwamakhasimende akho nokuziphatha kokuthenga.

Kungani Ibhizinisi Lakho Kufanele Lisebenzise Uhlelo Lokulawulwa Kwamathegi?

Kunezizathu eziningana zokuthi kungani ungafuna ukufaka ifayela le- ukuphathwa komaka ekusebenzeni kwakho.

  • Ku-an imvelo yebhizinisi lapho umthetho olandelwayo, ukuthobela umthetho, kanye nokuphepha kuvimbela abathengisi ekufakeni imibhalo kalula kwi-CMS yabo. Izicelo zokungeza, ukuhlela, ukuvuselela noma ukususa amathegi wesayithi kungabambezela ikhono lakho lokuphatha imizamo yakho yokumaketha. Uhlelo lokuphathwa kwamathegi lulungisa lokhu ngoba udinga kuphela ukufaka umaki owodwa kusuka ohlelweni lwakho lokuphathwa kwamathegi bese uphatha konke okusele kuhlelo. Akudingeki uphinde wenze esinye isicelo eqenjini lakho lengqalasizinda!
  • Amasistimu wokuphatha amathegi anikwe amandla kuwo wonke amanethiwekhi wokulethwa kokuqukethwe ezishesha ngendlela emangalisayo. Ngokwenza isicelo esisodwa enkonzweni yabo bese kamuva ulayisha imibhalo kusayithi lakho, unganciphisa izikhathi zokulayisha futhi ukhiphe ukuthi isayithi lakho lizoba yiqhwa uma isevisi ingasebenzi. Lokhu kuzonyusa amazinga okuguqulwa futhi kusize injini yakho yokusesha ithuthuke.
  • Izinhlelo zokuphathwa komaka zinikeza ithuba loku gwema ukumaka okuphindwe kabili, okuholela kuzilinganiso ezinembe kakhulu zazo zonke izakhiwo zakho.
  • Izinhlelo zokuphathwa komaki zivame ukunikela khomba bese uchofoza ukuhlanganiswa nazo zonke izixazululo omaka ngazo iwebhusayithi yakho. Asikho isidingo samathani wokukopisha nokunamathisela, vele ungene ngemvume futhi unike amandla isisombululo ngasinye!
  • Izinhlelo eziningi zokuphathwa kwamathegi ziye zavela futhi zinikeza izixazululo ezinamandla ze- ukuhlolwa kokuhlukaniswa, ukuhlolwa kwe-A/B, nokuhlolwa kwe-multivariate. Ufuna ukuhlola isihloko esisha noma isithombe esizeni sakho ukuze ubone ukuthi sikhulisa yini ukubandakanyeka noma amanani wokuchofoza? Qhubeka ngqo!
  • Ezinye izinhlelo zokuphathwa kwamathegi zinikela ukulethwa kokuqukethwe okunamandla noma okuqondisiwe. Isibonelo, ungahle uthande ukushintsha isipiliyoni sesayithi lakho uma isivakashi kuyikhasimende ngokuqhathaniswa nethemba.

Izinzuzo eziyi-10 Zokuphathwa Kwamathegi

Nasi ukubuka konke okuhle kwe-infographic yezinzuzo eziphezulu eziyi-10 zokuphathwa kwamathegi kubathengisi bedijithali abavela UNabler.

  1. Yakha ifu lakho lokumaketha (I-BYOMC): Le nqubo ihlanganisa ukudala isendlalelo sedatha esisebenza njengesichazamazwi esivamile sezinhlelo zokusebenza zokumaketha kwedijithali. Lo mephu womgwaqo ohlanganisayo ungavumelanisa idatha phakathi kwamaphakheji esofthiwe ahlukene, ngisho noma engaxhumani ngokuqondile.
  2. Hlola imininingwane emisha: Amasistimu okuphatha amathegi athuthukile noma izixazululo zamafu okuthengisa zivumela abakhangisi ukuthi bakhiqize imininingwane emisha, ehlobene. Lokhu kusiza ukuxhuma amachashazi phakathi kwezivakashi kanye namaphrofayili azo anamadivayisi amaningi, kusondele ekubeni yisiteshi sonke sangempela.
  3. Khulisa isivinini sokuqhuba imikhankaso yokumaketha: Abathengisi abangaphezu kuka-80% banomuzwa wokuthi ijubane labo lokuqhuba imikhankaso yokumaketha yedijithali linyukile ngokusetshenziswa kwezixazululo zokuphatha amathegi. Abakhangisi bangaqalisa imikhankaso ethuthukisiwe ngempumelelo, balungiselele imiphumela ngokushesha, izinketho zokuhlola ngokushesha, futhi bashintshe ikhodi ngokushesha lapho kudingeka.
  4. Lungiselela futhi uthuthukise: Ngaphezu kuka-33% wabakhangisi bedijithali bakholelwa ukuthi ukuphathwa komaka kuthuthukisa i-ROI yomkhankaso, kukhuphule imali engenayo, futhi kuthuthukisa ukusebenza kahle phakathi nemikhankaso. Amasistimu okuphatha amathegi asusa omaka abangadingekile noma abaphukile, esikhundleni sawo kufakwe omaka abaphethwe kahle abangahlelwa kalula noma nini lapho kudingeka.
  5. Ukuhlukaniswa kanye nokwenza kube ngokwakho: Ukuphathwa komaka okusebenzayo kuvumela ukuhlanganiswa nokuhlotshaniswa kwedatha evela kuzinhlelo zokusebenza ezihlukahlukene zokumaketha, ebezisebenza ngokuzimela ngaphambilini. Le datha iwusizo ekuthuthukiseni amaphrofayela ekhasimende ajulile kanye nokuhlukaniswa okungcono nokwenza kube ngokwakho.
  6. Khulisa ubumfihlo bewebhusayithi: Izixazululo zokuphatha amathegi zenza kube lula inqubo yokuqinisekisa ukuthobela ubumfihlo, ukusiza ukuthobela imithetho eyahlukene yobumfihlo yedijithali emazweni ahlukene.
  7. Ukuhlola okwengeziwe: Izixazululo zokuphatha amathegi zivumela abakhangisi bedijithali ukuthi baqhube futhi bamake i-A/B noma i-multivariate test ezindaweni zabo zedijithali, ngaleyo ndlela balinganise imiphumela ngokunembile. Ukusetshenziswa kwalezi zixazululo kukhuphule ukuhlolwa ngo-17%.
  8. Ukuphathwa kwethegi yeselula: Nakuba kungandile, ukusetshenziswa komaka kumawebhusayithi eselula kuyakhula. Kusukela ngoJanuwari 2015, u-55% wabakhangisi bedijithali eNyakatho Melika babike umthelela othize omuhle, kwathi u-21% waba nomthelela omuhle kakhulu wokumaka ngeselula.
  9. Khetha abathengisi abangcono: Izixazululo zokuphatha umaka zinika amandla ukudalwa kwesegimenti ehlukene yabahlinzeki besevisi abahlukene ngokushesha, okuthwebula imiphumela eqhathanisayo ngesikhathi sangempela. Lesi sici sihlinzeka ngokuqhathaniswa kobuningi bokusebenza kwamathuluzi ahlukahlukene nezinhlelo zokusebenza, kusiza abakhangisi ukuthi benze izinqumo eziqhutshwa idatha.
  10. Yehlisa izindleko zokumaketha kwedijithali: Izixazululo zokuphatha umaka zingasiza ukukala ukusebenza kwezimpahla zokumaketha futhi zilawule omaka ngokuzimela, zikhulule izinsiza ze-IT. Ucwaningo lwakamuva luveze ukuthi u-73% wabaphenduli bathole kusetshenziswa i-Tag Management System (TMS) ibiza kakhulu, futhi u-45% ubike ukuthi ibiza kancane kakhulu kunokumaka okwenziwa ngesandla.

I-infographic iphetha ngokuqaphela ukuthi naphezu kwezinzuzo ezisobala zezixazululo zokuphatha umaka, izilinganiso zokutholwa zibe phansi ngokuqhathaniswa. Kodwa-ke, izinga liyakhula kancane kancane njengoba izinkampani zibona izinzuzo zokusebenzisa ithuluzi lokuphatha ithegi njenge-middleware yokuthengisa esobala. Leli thuluzi liba inkundla yokuxhumana evamile yabakhangisi, amaqembu e-IT, nabathengisi bezixazululo, okwenza yonke inqubo isheshe, ibonakale kakhudlwana, futhi ibe nenzuzo enkulu kubo bonke ababambiqhaza abahilelekile.

i-infographic yokuphatha ithegi

Amapulatifomu we-Enterprise Tag Management Systems (TMS)

Okulandelayo uhlu lwe izixazululo zokuphatha ithegi yebhizinisi, qiniseka ukuthi ubukela amavidiyo kokunye kwawo ukuthola incazelo eyengeziwe ngamakhono okuphathwa kwamathegi nezinhlelo zokuphathwa kwamathegi.

  • I-Adobe Experience Cloud - Ukuzama ukuphatha ukuthunyelwa kohlangothi lwamakhasimende kubo bonke ubuchwepheshe besitaki sakho sokumaketha kungahlangabezana nezinselelo. Ngenhlanhla, i-Experience Platform Launch yakhiwe nge-design yokuqala ye-API, evumela ukubhala phansi ukuzisebenzisela ukuthunyelwa kobuchwepheshe, ukushicilela ukuhamba komsebenzi, ukuqoqwa kwedatha nokwabelana, nokuningi. Ngakho-ke imisebenzi edla isikhathi yesikhathi esedlule, njengokuphathwa kwethegi yewebhu noma ukumiswa kwe-SDK yeselula, ithatha isikhathi esincane - ikunikeze ukulawula okuphezulu kanye ne-automation.
  • I-Ensighten Enterprise Tag Management - Phatha wonke amathegi akho omthengisi nedatha ngokusebenzisa isikhombimsebenzisi esisodwa enembile, esifaka ngaphezu kokuhlanganiswa okungu-1,100 komthengisi we-turnkey. Hlanganisa futhi ulinganise imithombo yedatha ehlukanisiwe kubuchwepheshe nakumadivayisi ukushayela i-ROI enkulu kusuka kusitaki sakho sobuchwepheshe esivela ngomphathi wethegi eyodwa yedatha.
  • Isiphathi Somaka we-Google - Isiphathi Somaka seGoogle sikuvumela ukuthi ungeze noma ubuyekeze amathegi wakho wewebhusayithi kanye nezinhlelo zokusebenza zeselula, kalula futhi mahhala, noma kunini lapho ufuna khona, ngaphandle kokufaka igciwane kubantu be-IT.
  • I-Tealium IQ - I-Tealium iQ yenza izinhlangano zilawule futhi zilawule idatha yamakhasimende abo nabathengisi be-MarTech kuyo yonke iwebhu, iselula, i-IoT, namadivayisi axhunyiwe. Ifakwe ne-ecosystem yokuhlanganisa okungaphezulu kuka-1,300 kokhiye wokuthengisa okunikezwa ngamathegi nama-API, ungakwazi ukuphakela kalula futhi uphathe omaka bomthengisi, uhlole ubuchwepheshe obusha, futhi ekugcineni ulawule isitaki sakho sobuchwepheshe bokumaketha.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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