Kusetshenziswa Ukungena Komphakathi Ekuhlaziyweni Kokubika Kokubikezela

Chipotle

Senze ukubonisana okuningi embonini yethu nezinkampani ezenze izindawo zokugcina ezinkulu zemininingwane ebaluleke kakhulu. Izikhathi eziningi, lezi zinkampani ziphonselwa inselelo yokwandisa umthelela wokumaketha kwazo, zikhulise isabelo sazo semakethe, futhi zikwenze ngokuya ngemikhiqizo yazo kanye nokunikezwa kwensizakalo. Lapho simba ngokujulile emapulatifomu abo, noma kunjalo, sithola ukuthi baqoqe izintaba zedatha ezingasetshenziswanga.

Nazi izibonelo ngaphakathi komkhakha we-imeyili Marketing:

  • Kungani izinkampani zokumaketha ze-imeyili zingakwazi ukunikela ngokulinganiswa ukugcinwa, chofoza, vula futhi uguqule idatha yabathengi namabhizinisi ukukala impumelelo yabo? Kufanele ngikwazi ukubona kalula ukuthi imizamo yami yokuthola nokugcina uhlu iqhathaniswa kanjani nezinkampani ezifanayo ezine-firmagraphics efanayo ukubona ukuthi ngisebenza kahle noma cha.
  • Kungani izinkampani zokumaketha ze-imeyili zingakwazi ukunikeza ukuhlaziywa kokuqagela okubikezela ukuthengisa okususelwa ekukhuleni nasekhwalithi yababhalisile ohlwini lwakho lwe-imeyili? Ngabe uyazi nenani lababhalisile bakho ngokususelwa kukwenza kwabo, umsebenzi, i-geography, kanye nenani labantu?
  • Kungani izinkampani zokumaketha ze-imeyili zingakwazi ukwakha izinqolobane ze-imeyili ezimaphakathi ezibuyekeza ngokuzenzakalela amakheli e-imeyili kuwo wonke ama-akhawunti, noma ziwasuse lapho zigxuma kwi-akhawunti eyodwa? Kungani inkampani yokuthengisa ye-imeyili ingababuzi ukuthi bangathanda yini ukubuyekeza imininingwane yabo kuwo wonke amaklayenti abiwe kungxenyekazi eyodwa?

Uma uqala ukungena kumininingwane, uzobona ngokushesha ukuthi kungamangalisa kanjani ngempela ukuba nalezi zinqubo nedatha yanoma iyiphi inkampani. Cabanga ngezinqumo ongazithatha ngokuya ngokuthola ulwazi kubo bonke abathengisi kunasesilo sohlu lwakho?

Nazi izibonelo ngaphakathi komkhakha wezokuxhumana:

  • Kungani inkundla efana ne-Twitter ingakhi ubuhlakani bokuxhumanisa? Kungakhathaleki noma yisiphi isinqamuleli noma ngubani okhuthaza isixhumanisi, i-Twitter ingahlinzeka ngenani elihlanyayo lemininingwane elinganikeza umbiko ophelele kumabhizinisi ngomthelela wokuqukethwe, ukukhushulwa, kanye nezinhlelo zabo zokukhuthaza. Cabanga ukukwazi ukubona umuthi omuhle wedatha ohlinzeka isikhathi sokuphila se-link - kusuka esizukulwaneni, ukuya ekwabelaneni, ukufinyelela, ukuchofoza… kuwo wonke umsebenzisi we-Twitter owabelane noma waphinde wawubhala ?! Ngikushilo lokhu ebhizinisini ngesonto eledlule futhi bathi bazokhokhela ngokuphelele ukufinyelela kule datha. Esikhundleni salokho, i-Twitter ayihlinzeki ngalutho futhi siphoqeleka ukuthembela kudatha emnyama futhi sixhumanise izifinyezo ukuzama ukuthola emuva umthelela.

Nasi isibonelo esimangalisa ngokuphelele esivela ku-Foursquare. Lapho uChipotle enenkinga ngokuphepha kokudla, I-Foursquare ikwazile ukuqapha ukuhamba kwezinyawo okuhamba phambili ezitolo futhi ekugcineni, ukubikezela ukulahleka:

chipotle-foot-traffic

Umphumela? UChipotle umemezele umholo wakhe wekota yokuqala kanti izibikezelo zeFoursquare bezilindelwe - ukwehla kokuthengisa ngama-30%. I-Foursquare ayikwazanga kuphela ukubikezela ukulahleka, futhi ikwazi nokwenza ukubikezela okuqine kakhulu:

Sikholelwa ukuthi ukwehla okungama-23% kumgwaqo ofanayo wezinyawo zezinombolo kuyinombolo ebaluleke kakhulu abaninimasheya okufanele bagxile kuyo, kunokuba kwehle ngo-30% ekuthengisweni. Kukhombisa ukuthi uChipotle wakha ukwethembana namakhasimende, okubaluleke kakhulu empumelelweni yakhe yesikhathi eside. UJeff Glueck, isikhulu esiphezulu se-Foursquare.

Ngingakukhuthaza ukuthi ufunde Konke okuthunyelwe nguMnu. Glueck, kuyaheha!

Izici kuqhathaniswa nobuhlakani

Ngisebenze nenkampani eyodwa eqoqe ama-factoid angaphezu kwezigidigidi ezi-1 endaweni enkulu yokugcina imininingwane, kepha bebegxile kakhulu ekukhuleni kwezabelomali zabo zokukhangisa kunekhwalithi nenani ledatha abayiqoqayo. Sibacindezele kanzima ukuhlanza idatha nokuqasha usosayensi wedatha. Abazange futhi babe selokhu bavala… ngentaba yemininingwane engatholakali ebingaba usizo olukhulu uma ibigcinwa ingcono futhi ivulwe kahle.

Izinkampani eziningi kakhulu zibeka amasheya amaningi futhi zitshala isikhathi esiningi kuzici zazo. Izici zipholile, kepha zingakopishwa kalula. Ubuhlakani bokusiza abathengi banqobe futhi amabhizinisi ancintisane kubaluleke kakhulu kunanoma iyiphi i-chunk yekhodi.

Idatha iyimpahla engakholeki engafanele ukuthi ingaziwa ngezizathu ezimbili:

  1. Isiphathimandla - ukumba idatha yakho nokunikeza ucwaningo oluyinhloko embonini yakho ekubeka njengomholi
  2. Value - unikezwe ukukhetha kwesici esenza impilo yabasebenzi ibe lula noma idatha esiza umphathi enze izinqumo ezingcono, ngizokhetha idatha njalo.

Hlobo luni lwe-Goldmine ohlezi phezu kwalo?

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.