I-Retina AI: Ukusebenzisa i-Predictive AI ukuze Kuthuthukiswe Imikhankaso Yokumaketha kanye Nokusungula Inani Lokuphila Kwekhasimende (CLV)

I-Retina AI Persona Predictive Customer Lifetime Value CLV

Imvelo ishintsha ngokushesha kubakhangisi. Ngezibuyekezo ezintsha ezigxile kubumfihlo ze-iOS ezivela ku-Apple ne-Chrome ezisusa amakhukhi ezinkampani zangaphandle ngo-2023 - phakathi kwezinye izinguquko - abakhangisi kufanele baguqule umdlalo wabo ukuze uvumelane nemithetho emisha. Olunye lwezinguquko ezinkulu yinani elikhulayo elitholakala kudatha yenkampani yokuqala. Imikhiqizo manje kufanele ithembele kudatha yokungena neyenkampani yokuqala ukuze isize ukushayela imikhankaso.

Liyini Inani Lokuphila Kwekhasimende (i-CLV)?

Inani Lokuphila Kwekhasimende (I-CLV) iyimethrikhi elinganisela ukuthi lingakanani inani (ngokuvamile lemali engenayo noma umkhawulo wenzuzo) noma yiliphi ikhasimende elizoliletha ebhizinisini phakathi nesikhathi esiphelele elisebenzisana nomkhiqizo wakho—esikhathini esedlule, samanje, nesakusasa.

Lawa mashifu akwenza kube yisu elibalulekile kumabhizinisi ukuthi aqonde futhi abikezele inani lempilo yekhasimende, okubasiza ukuthi bakhombe izingxenye ezibalulekile zabathengi bomkhiqizo wabo ngaphambi kwephuzu lokuthenga futhi bathuthukise amasu abo okuthengisa ukuze baqhudelane futhi baphumelele.

Akuwona wonke amamodeli e-CLV adalwe alingana, nokho - iningi lawo liyikhiqiza ku-aggregate kunezinga ngalinye, ngakho-ke, abakwazi ukubikezela ngokunembile i-CLV yesikhathi esizayo. Nge-CLV yezinga lomuntu ngamunye ekhiqizwa yi-Retina, amakhasimende ayakwazi ukuhlukanisa ukuthi iyini eyenza amakhasimende awo angcono kakhulu ahluke kuwo wonke umuntu futhi ahlanganise lolo lwazi ukuze akhokhise kakhulu inzuzo yomkhankaso wawo olandelayo wokutholwa kwamakhasimende. Ukwengeza, i-Retina iyakwazi ukuhlinzeka ngokuqagela kwe-CLV okuguquguqukayo okusekelwe ekusebenzelaneni kwesikhathi esidlule kwekhasimende nomkhiqizo, okuvumela amakhasimende ukwazi ukuthi yimaphi amakhasimende okufanele awaqondise ngokunikezwa okukhethekile, izaphulelo, namaphromoshini.  

Iyini i-Retina AI?

I-Retina AI isebenzisa ubuhlakani bokwenziwa ukubikezela inani lokuphila kwekhasimende ngaphambi kokuthenga kokuqala.

I-Retina AI ukuphela komkhiqizo obikezela i-CLV yesikhathi eside yamakhasimende amasha okuvumela abadayisi abakhulayo ukuthi benze umkhankaso noma izinqumo zokuthuthukisa isabelomali sesiteshi esikhathini esiseduze sangempela. Isibonelo senkundla ye-Retina esetshenziswayo umsebenzi wethu noMadison Reed obefuna isixazululo sesikhathi sangempela sokulinganisa nokwenza imikhankaso ku-Facebook. Ithimba lapho likhethe ukwenza ukuhlolwa kwe-A/B okugxile kokuthi I-CLV:CAC (izindleko zokutholwa kwekhasimende) isilinganiso. 

I-Madison Reed Case Study

Ngomkhankaso wokuhlola ku-Facebook, i-Madison Reed ihlose ukufeza lezi zinhloso ezilandelayo: Linganisa umkhankaso we-ROAS kanye ne-CLV eduze nesikhathi sangempela, yabela kabusha amabhajethi emikhankasweni enenzuzo eyengeziwe futhi uqonde ukuthi yikuphi ubuciko besikhangiso obuphumele ekulinganiseni okuphezulu kwe-CLV:CAC.

UMadison Reed umise ukuhlolwa kwe-A/B esebenzisa izethameli eziqondiwe ezifanayo kuzo zombili izingxenye: abesifazane abaneminyaka engu-25 ubudala noma ngaphezulu e-United States abangakaze babe ikhasimende le-Madison Reed.

  • Umkhankaso A bekuwumkhankaso webhizinisi njengenjwayelo.
  • Umkhankaso B ushintshiwe njengengxenye yokuhlola.

Ngokusebenzisa inani lokuphila kwekhasimende, ingxenye yokuhlola ithuthukiswe ngokuvumayo ukuze ithengwe futhi yaba yimbi ngokumelene nabangabhalisile. Zombili izingxenye zisebenzise ubuciko obufanayo besikhangiso.

UMadison Reed ugijime ukuhlolwa ku-Facebook ngokuhlukaniswa kwe-50/50 amasonto e-4 ngaphandle kwezinguquko zaphakathi komkhankaso. Isilinganiso se-CLV:CAC inyuke ngo-5% ngokushesha, njengomphumela oqondile wokuthuthukisa umkhankaso usebenzisa inani lokuphila kwekhasimende ngaphakathi komphathi wezikhangiso ze-Facebook. Ngokuhambisana nesilinganiso esingcono se-CLV:CAC, umkhankaso wokuhlola uthole okuvelayo okwengeziwe, ukuthengwa kwewebhusayithi okwengeziwe, nokubhaliselwe okwengeziwe, okugcine kuholele emalini engenayo ekhuphuke. UMadison Reed ulondolozwe ezindlekweni ngombono ngamunye nasezindlekweni ngokuthenga ngakunye kuyilapho ezuza amakhasimende esikhathi eside abaluleke kakhulu.

Lezi zinhlobo zemiphumela zijwayelekile uma usebenzisa i-retina. Ngokwesilinganiso, i-Retina inyusa ukusebenza kahle kokumaketha ngo-30%, ikhuphula i-CLV ekhuphukayo ngo-44% ngezithameli ezibukeka ngendlela efanayo, futhi izuza u-8x Return on Ad Spend (I-ROAS) emikhankasweni yokutholwa uma kuqhathaniswa nezindlela zokuthengisa ezijwayelekile. Ukwenza kube ngokwakho okusekelwe kunani elibikezelwe lekhasimende esikalini ngesikhathi sangempela ekugcineni kushintsha igeyimu kubuchwepheshe bokumaketha. Ukugxila kwayo ekuziphatheni kwamakhasimende esikhundleni sokubalwa kwabantu kukwenza kube ukusetshenziswa kwedatha okuhlukile nokunembile ukuze kuguqule imikhankaso yokumaketha ibe impumelelo ephumelelayo, engaguquki.

I-Retina AI inikeza amakhono alandelayo

  • Izikolo Eziholayo ze-CLV - I-Retina ihlinzeka amabhizinisi ngezindlela zokuthola amaphuzu kuwo wonke amakhasimende ukuze akhombe imikhondo yekhwalithi. Amabhizinisi amaningi awaqiniseki ngokuthi yimaphi amakhasimende azokhipha inani eliphakeme kakhulu empilweni yawo yonke. Ngokusebenzisa i-Retina ukulinganisa imbuyiselo emaphakathi yesisekelo ekuchithweni kwezindleko zokukhangisa (i-ROAS) kuyo yonke imikhankaso kanye nokuqhubeka nokuthola amaphuzu okuhola nokubuyekeza ama-CPA ngokufanele, ukuqagela kwe-Retina kukhiqiza i-ROAS ephezulu kakhulu kumkhankaso owathuthukiswa kusetshenziswa i-eCLV. Lokhu kusetshenziswa okuyisu kobuhlakani bokwenziwa kunikeza amabhizinisi izindlela zokuhlonza nokufinyelela amakhasimende okuyinkomba yenani eliyinsalela. Ngale kokuthola amaphuzu kwamakhasimende, i-Retina ingahlanganisa futhi ihlukanise idatha ngenkundla yedatha yekhasimende ukuze ibike kuwo wonke amasistimu.
  • Ukuthuthukisa Isabelomali Somkhankaso - Abakhangisi bamaqhinga bahlala befuna izindlela zokuthuthukisa imali yabo yezikhangiso. Inkinga ukuthi abakhangisi abaningi kufanele balinde izinsuku ezingafika kwezingu-90 ngaphambi kokuthi balinganise ukusebenza komkhankaso wangaphambilini futhi balungise isabelomali sesikhathi esizayo ngendlela efanele. I-Retina Early CLV inika abakhangisi amandla okwenza izinqumo ezihlakaniphile mayelana nokuthi bangagxilisa kuphi isikhangiso sabo esichitha ngesikhathi sangempela, ngokugcina ama-CPA abo aphezulu kumakhasimende anenani eliphezulu namathemba. Lokhu kuthuthukisa ngokushesha ama-CPA aqondisiwe emikhankaso yenani eliphezulu ukuze aveze i-ROAS ephezulu namazinga okuguqulwa aphezulu. 
  • Ababukeli bokubuka – I-Retina siqaphele ukuthi izinkampani eziningi zine-ROAS ephansi kakhulu—imvamisa cishe ku-1 noma ngaphansi kuka-1. Lokhu kuvame ukwenzeka lapho ukusetshenziswa kwezikhangiso zenkampani kungalingani namathemba azo noma inani lokuphila kwamakhasimende akhona. Enye indlela yokukhulisa ngokumangazayo i-ROAS iwukuba udale izethameli ezibukeka njengevelu futhi usethe ama-caps ebhidi ahambisanayo. Ngale ndlela, amabhizinisi angathuthukisa ukusetshenziswa kwezikhangiso ngokusekelwe enanini amakhasimende awo azolethela lona ngokuhamba kwesikhathi. Amabhizinisi angakwazi ukuphinda kathathu imbuyiselo yawo ekuchithweni kwezikhangiso ngezithameli ezibukeka njengekhasimende le-Retina yokuphila konke okusekelwe enanini.
  • Ukubhida Okusekelwe Kunani - Ukubhida okusekelwe enanini kusekelwe embonweni wokuthi ngisho namakhasimende anenani eliphansi afanele ukutholwa yinqobo nje uma ungachithi imali eningi kakhulu ukuwathenga. Ngalokho kucabangela, i-Retina isiza amakhasimende ukuthi asebenzise ukubhida okusekelwe ku-value (VBB) emikhankasweni yawo ye-Google ne-Facebook. Ukusetha ama-caps webhidi kungasiza ekuqinisekiseni izilinganiso eziphezulu ze-LTV:CAC futhi kunikeza amaklayenti ukuguquguquka okwengeziwe ukuze aguqule amapharamitha omkhankaso ukuze alingane nemigomo yebhizinisi. Ngamabhidi ashintshashintshayo avela ku-Retina, amaklayenti athuthukise ngokuphawulekayo isilinganiso sawo se-LTV:CAC ngokugcina izindleko zokutholwa zingaphansi kuka-60% wesilinganiso samabhidi awo.
  • Ezezimali Nezempilo Zekhasimende - Bika impilo kanye nenani lesisekelo samakhasimende akho. Ikhwalithi Yombiko Wabathengi™ (QoC) inikeza ukuhlaziya okuningiliziwe kwesisekelo samakhasimende enkampani. I-QoC igxile kumamethrikhi ekhasimende abheke phambili nama-akhawunti okulingana kwamakhasimende akhelwe ngokuziphatha kokuthenga okuphindayo.

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