Inganekwane ye-DMP Ekumaketheni

ihabhu ledatha

Amapulatifomu okuphathwa kwedatha (Ama-DMP) eza enkundleni eminyakeni embalwa edlule futhi abaningi babona njengomsindisi wezokumaketha. Lapha, bathi, singaba "nerekhodi legolide" lamakhasimende ethu. Ku-DMP, abathengisi bathembisa ukuthi ungalanda lonke ulwazi oludingayo ukuze ubuke ikhasimende elingama-360-degree.

Inkinga kuphela - akulona iqiniso.

UGartner uchaza i-DMP njenge

Isoftware efaka idatha kusuka emithonjeni eminingi (njengangaphakathi CRM Amasistimu nabathengisi bangaphandle) futhi yenza itholakale kubakhangisi ukwakha izingxenye nezinhloso.

Kwenzeka ukuthi abathengisi abaningi be-DMP bakha ingqikithi ye- IGartner's Magic Quadrant yamaHubhu Wokukhangisa Ngedijithali (DMH). Abahlaziyi bakaGartner balindele ukuthi eminyakeni emihlanu ezayo i-DMP izophenduka i-DMH, ihlinzeke:

Abamakethi nezinhlelo zokusebenza ezinokufinyelela okumisiwe kwedatha yephrofayili yezithameli, okuqukethwe, izinto zokuhamba komsebenzi, ukuthumela imiyalezo nokujwayelekile analytics imisebenzi yokuhlelela nokwandisa imikhankaso yama-multichannel, izingxoxo, okuhlangenwe nakho nokuqoqwa kwedatha kuziteshi eziku-inthanethi nezingaxhunyiwe ku-inthanethi, zombili ngesandla nangokuhlelekile.

Kepha ama-DMP ekuqaleni aklanyelwe ezungeze isiteshi esisodwa: amanethiwekhi wesikhangiso aku-inthanethi. Lapho ama-DMP efika okokuqala emakethe, asize amawebhusayithi ukuthi ahambise okunikezwayo okuhle ngokusebenzisa amakhukhi ukulandelela umsebenzi wewebhu womuntu ngokungaziwa. Bese bahlangana ne-adtech njengengxenye yenqubo yokuthenga ehlelekile, ngokusiza izinkampani ukuthi zithengise uhlobo oluthile lwesigaba. Zilungele le njongo eyodwa, kepha ziqala ukwehluleka lapho zicelwa ukuthi zenze imikhankaso eminingi yeziteshi eziningi ezisebenzisa ukufunda komshini ngendlela ebhekiswe kakhulu.

Ngoba idatha egcinwe ngaphakathi kwe-DMP ayaziwa, i-DMP ingaba wusizo ekukhangiseni okuhlukanisiwe okuku-inthanethi. Akudingeki ukuthi wazi ukuthi ungubani ongafaka isikhangiso esiku-inthanethi ngokususelwa kumlando wakho wangaphambilini wokusebenzisa iwebhu. Yize kuyiqiniso ukuthi abathengisi bangaxhumanisa inqwaba yedatha yokuqala, eyesibili neyesithathu kumakhukhi abekwe ku-DMP, kumane nje kuyindawo yokugcina idatha hhayi okunye. Ama-DMP awakwazi ukugcina idatha eningi njengohlelo oluhlobene nobudlelwano noma i-Hadoop.

Okubaluleke kakhulu, awukwazi ukusebenzisa ama-DMPs ukugcina noma yiluphi ulwazi olukhomba wena uqobo (i-PII) - ama-molecule asiza ukudala iDNA eyingqayizivele kumakhasimende akho ngamunye. Njengomakethi, uma ubheka ukuthatha yonke imininingwane yakho yokuqala, eyesibili neyesithathu ukudala uhlelo lokuqopha ikhasimende lakho, i-DMP ngeke nje iyinqume.

Njengoba sifakazela ikusasa lethu ubuchwepheshe bokutshalwa kwezimali esikhathini se-Intanethi Yezinto (IoT), i-DMP ayikwazi ukuqhathanisa ne- Ipulatifomu Yedatha Yamakhasimende (CDP) yokuthola lelo “rekhodi legolide” elingatholakali. Ama-CDP enza okuthile okuhlukile - angabamba, ahlanganise futhi aphathe zonke izinhlobo zedatha yamakhasimende ukusiza ukudala isithombe esiphelele (kufaka phakathi idatha yokuziphatha kwe-DMP). Kodwa-ke, ngezinga elingakanani nokuthi lokhu kufinyelelwa kanjani kuyehluka kakhulu kusuka kumthengisi kuye kumthengisi.

Ama-CDP aklanyelwe kusuka phansi ukuze abambe, ahlanganise futhi aphathe zonke izinhlobo zedatha yamakhasimende ashukumisayo, kufaka phakathi idatha evela emifudlaneni yezokuxhumana kanye ne-IoT. Ukufeza lokho, zisekelwe ezinhlelweni ezihlobene nobudlelwano noma ze-Hadoop, ezibenza bakwazi ukubhekana kangcono nozamcolo wedatha ezizayo njengoba imikhiqizo eminingi egxile ku-IoT iza online.

Kungakho uScott Brinker ehlukanisa ama-DMP namaCDPs kweyakhe I-Marketing Technology Landscape Supergraphic. Okubizwe eshadini lakhe le-logo elinciphisa amehlo elingu-3,900+ kunezigaba ezimbili ezihlukene nabathengisi abahlukile.

Ubuchwepheshe Bezokumaketha Lanscape

Encwadini yakhe yokubhala ememezela isithombe, uBrinker uveza kahle ukuthi Ipulatifomu eyodwa Yokubabusa Bonke umqondo awukaze ufeze ngempela, futhi okukhona esikhundleni salokho ukuhlanganisa ndawonye amapulatifomu ukwenza imisebenzi ethile. Abathengisi baphendukela kusixazululo esisodwa se-imeyili, esinye sewebhu, esinye sedatha njalonjalo.

Okudingwa ngabathengisi akuyona ipulatifomu enkulu ekwenza konke, kepha yingxenyekazi yedatha ebanikeza imininingwane abayidingayo ukwenza izinqumo.

Iqiniso ukuthi, bobabili uBrinker noGartner bathinta okuthile okuqala ukuvela: ipulatifomu ye-orchestration yangempela. Akhiwe kuma-CDP, lawa aklanyelwe ukumaketha kwe-omnichannel kweqiniso, okunikeza abathengisi amathuluzi abawadingayo ukwenza nokwenza izinqumo eziqhutshwa yidatha kuzo zonke iziteshi.

Njengoba abathengisi balungiselela ikusasa, bazodinga ukwenza izinqumo zokuthenga mayelana nezinkundla zabo zedatha namuhla ezizothinta ukuthi zisetshenziswa kanjani ngokuzayo. Khetha ngokuhlakanipha futhi uzoba nesiteji esizosiza ukuletha konke ndawonye. Khetha kabi futhi uzobuyela esikweleni ngesikhathi esincane.

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