Indlela Ukulungiswa Kwebhizinisi Kwengeza Ngayo Inani Ezinqubweni Zakho Zokuthengisa

Kuyini Ukulungiswa Kwebhizinisi Kudatha Yokumaketha

Inani elikhulu labathengisi be-B2B - cishe ama-27% - bayavuma lokho idatha enganele ibalahlekisele ngo-10%, noma kwezinye izimo, ngisho nangaphezulu ekulahlekeni kwemali engenayo yonyaka.

Lokhu kugqamisa ngokusobala inkinga ebalulekile abadayisi abaningi ababhekene nayo namuhla, okungukuthi: ikhwalithi yedatha ephansi. Idatha engaphelele, engekho, noma enekhwalithi embi ingaba nomthelela omkhulu empumelelweni yezinqubo zakho zokumaketha. Lokhu kwenzeka njengoba cishe zonke izinqubo zomnyango enkampanini - kodwa ikakhulukazi ukuthengisa nokumaketha - kugqugquzelwa kakhulu idatha yenhlangano.

Kungakhathaliseki ukuthi ukubuka okuphelele, okungu-360 kwamakhasimende akho, okuholayo, noma amathemba, noma olunye ulwazi oluhlobene nemikhiqizo, ukunikezwa kwesevisi, noma izindawo zamakheli - ukumaketha yilapho kuhlangana khona konke. Yingakho abakhangisi behlupheka kakhulu uma inkampani ingasebenzisi izinhlaka ezifanele zokuphatha ikhwalithi yedatha ukuze kuqhutshekwe kuphrofayili yedatha nokulungiswa kwekhwalithi yedatha.

Kule bhulogi, ngifuna ukuletha ukunaka enkingeni yekhwalithi yedatha evamile kakhulu nokuthi ithinta kanjani izinqubo zakho ezibucayi zokumaketha; sizobe sesibheka isixazululo esingaba khona sale nkinga, futhi ekugcineni, sizobona ukuthi singayisungula kanjani ngokuqhubekayo.

Ngakho-ke, ake siqale!

Inkinga Enkulu Yekhwalithi Yedatha Ebhekene Nabakhangisi

Nakuba, ikhwalithi yedatha ephansi ibangela uhlu olude lwezinkinga kubakhangisi enkampanini, kodwa njengoba ilethe izixazululo zedatha kumakhasimende angu-100+, inkinga evamile yekhwalithi yedatha esibone abantu bebhekana nayo yile:

Ukuthola ukubuka okukodwa kwamafa edatha abalulekile.

Le nkinga ivela lapho amarekhodi ayimpinda egcinelwa inhlangano efanayo. Lapha, igama elithi ibhizinisi lingasho noma yini. Ikakhulukazi, endaweni yokumaketha, igama elithi ibhizinisi lingabhekisa kokuthi: ikhasimende, ukuhola, ithemba, umkhiqizo, indawo, noma enye into ewumnyombo ekusebenzeni kwemisebenzi yakho yokumaketha.

Umthelela Wamarekhodi Ayimpinda Ezinqubweni Zakho Zokuthengisa

Ukuba khona kwamarekhodi ayimpinda kudathasethi esetshenziselwa izinjongo zokumaketha kungaba yiphupho elibi kunoma yimuphi umkhangisi. Uma unamarekhodi ayimpinda, okulandelayo yizimo ezibucayi ongahlangabezana nazo:

  • Isikhathi esichithwe, isabelomali, nemizamo - Njengoba idathasethi yakho iqukethe amarekhodi amaningi ebhizinisi elifanayo, ungase ugcine usutshala isikhathi, isabelomali, nemizamo izikhathi eziningi kukhasimende elifanayo, ithemba, noma umthofu.
  • Ayikwazi ukwenza lula ukuzizwisa komuntu siqu - Amarekhodi ayimpinda ngokuvamile aqukethe izingxenye ezahlukene zolwazi mayelana nebhizinisi. Uma wenze imikhankaso yokumaketha usebenzisa ukubuka okungaphelele kwamakhasimende akho, ungagcina wenze amakhasimende akho azizwe engezwakali noma engaqondakali.
  • Imibiko yokumaketha engalungile - Ngamarekhodi edatha ayimpinda, ungagcina unikeze umbono onganembile wemizamo yakho yokumaketha kanye nembuyiselo yayo. Isibonelo, uthumele i-imeyili yokuhola eyi-100, kodwa wathola kuphela izimpendulo ezivela kwabayi-10 - kungenzeka ukuthi angu-80 kuphela kulabo abayi-100 abehlukile, kanti amanye angu-20 ayeyimpinda.
  • Kwehlisiwe ukusebenza kahle kanye nokukhiqiza kwabasebenzi - Uma amalungu eqembu elanda idatha yebhizinisi elithile futhi ethola amarekhodi amaningi agcinwe emithonjeni ehlukene noma aqoqwe ngokuhamba kwesikhathi emthonjeni ofanayo, kuba yisithiyo esikhulu ekukhiqizeni abasebenzi. Uma lokhu kwenzeka kaningi, khona-ke kuba nomthelela obonakalayo ekusebenzeni kahle kwenhlangano yonke.
  • Ayikwazi ukwenza isichasiso sokuguqulwa esilungile – Uma uqophe isivakashi esifanayo njengebhizinisi elisha njalo lapho sivakashela iziteshi zakho zokuxhumana noma iwebhusayithi, cishe kuzoba nzima ngawe ukwenza isichasiselo sokuguqulwa esinembile, futhi wazi indlela eqondile isivakashi esiyilandele ekuguquleni.
  • Amameyili aphathekayo nawe-elekthronikhi angalethiwe - Lona umphumela ovame kakhulu wamarekhodi ayimpinda. Njengoba kushiwo ngaphambili, irekhodi ngalinye eliyimpinda livame ukuqukatha ukubuka ingxenye yebhizinisi (yingakho amarekhodi agcina eyimpinda kudathasethi yakho kwasekuqaleni). Ngalesi sizathu, amarekhodi athile angase abe nezindawo ezibonakalayo ezingekho, noma ulwazi lokuxhumana, olungabangela amameyili ehluleke ukulethwa.

Iyini i-Entity Resolution?

Ukulungiswa kwebhizinisi (ER) inqubo yokunquma ukuthi izinkomba eziya kumabhizinisi omhlaba wangempela zilingana nini (ibhizinisi elifanayo) noma zingalingani (amabhizinisi ahlukene). Ngamanye amazwi, kuyinqubo yokuhlonza nokuxhumanisa amarekhodi amaningi ebhizinisini elifanayo lapho amarekhodi echazwa ngendlela ehlukile nangokuphambene.

Ukulungiswa Kwebhizinisi kanye Nekhwalithi Yolwazi ka-John R. Talburt

Ukusebenzisa Isinqumo Sebhizinisi Kumadathasethi Wakho Wokuthengisa

Ngemva kokubona umthelela omubi wezimpinda empumelelweni yemisebenzi yakho yokumaketha, kubalulekile ukuthi ube nendlela elula, kodwa enamandla, yokwenza ukuphindaphinda idathasethi yakho. Yilapho inqubo ye ukulungiswa kwebhizinisi iyangena. Kalula nje, ukulungiswa kwebhizinisi kubhekisela enqubweni yokuhlonza ukuthi imaphi amarekhodi ayingxenye yebhizinisi elifanayo.

Ngokuya ngobunkimbinkimbi nesimo sekhwalithi yamasethi edatha yakho, le nqubo ingaqukatha inani lezinyathelo. Ngizokuhambisa esinyathelweni ngasinye sale nqubo ukuze uqonde ukuthi ihlanganisani ngempela.

Qaphela: Ngizosebenzisa igama elijwayelekile elithi 'ibhizinisi' ngenkathi ngichaza inqubo engezansi. Kodwa inqubo efanayo iyasebenza futhi ingenzeka kunoma iyiphi inhlangano ebandakanyekayo enqubweni yakho yokumaketha, njengekhasimende, umthofu, ithemba, ikheli lendawo, njll.

Izinyathelo Zenqubo Yokuxazulula Ibhizinisi

  1. Iqoqa amarekhodi edatha yebhizinisi ahlala kuyo yonke imithombo yedatha ehlukene - Lesi yisinyathelo sokuqala nesibaluleke kakhulu senqubo, lapho ukhomba khona lapho ngqo amarekhodi ebhizinisi agcinwa. Lokhu kungaba idatha evela ezikhangisweni zenkundla yezokuxhumana, ithrafikhi yewebhusayithi, noma ethayiphwe mathupha ngabadayisi noma abasebenzi bokuthengisa. Uma imithombo isihlonziwe, wonke amarekhodi kufanele ahlanganiswe endaweni eyodwa.
  2. Ukwenza iphrofayili amarekhodi ahlanganisiwe - Uma amarekhodi esehlanganiswe ndawonye kudathasethi eyodwa, manje yisikhathi sokuqonda idatha futhi wembule imininingwane efihliwe mayelana nesakhiwo nokuqukethwe kwayo. Iphrofayela yedatha ngokwezibalo ihlaziya idatha yakho futhi ithola ukuthi amanani edatha ayiphelele, ayinalutho, noma alandela iphethini nefomethi engavumelekile. Ukwenza iphrofayela kudathasethi yakho kuveza eminye imininingwane enjalo, futhi kugqamisa amathuba okuhlanza idatha anamandla.
  3. Ukuhlanza nokumisa amarekhodi edatha - Iphrofayili yedatha eningilizayo ikunikeza uhlu lwezinto ongazithatha ukuze uhlanze futhi ulinganise idathasethi yakho. Lokhu kungase kuhlanganise izinyathelo zokugcwalisa idatha engekho, ukulungisa izinhlobo zedatha, ukulungisa amaphethini namafomethi, kanye nokwehlukanisa izinkambu eziyinkimbinkimbi zibe izingxenye ezincane ukuze kuhlaziywe idatha engcono.
  4. Ukufanisa nokuxhumanisa amarekhodi ebhizinisi elifanayo - Manje, amarekhodi akho edatha alungele ukufaniswa futhi axhunywe, bese uphothula ukuthi imaphi amarekhodi awenhlangano efanayo. Le nqubo ngokuvamile yenziwa ngokusebenzisa ama-algorithms afanayo ebanga lemboni noma lobunikazi enza okufanayo ncamashi kuzibaluli ezihlonza ngokukhethekile, noma ukufanisa okungaqondakali kwinhlanganisela yezimfanelo zebhizinisi. Esimeni lapho imiphumela evela ku-algorithm efanayo ingalungile noma iqukethe amaphozithizi amanga, ungase udinge ukulungisa i-algorithm noma umake mathupha okufanayo okungalungile njengezimpinda noma okungezona izimpinda.
  5. Ukusebenzisa imithetho yokuhlanganisa amabhizinisi abe amarekhodi egolide - Yilapho ukuhlanganiswa kokugcina kwenzeka khona. Cishe awufuni ukulahlekelwa idatha mayelana nebhizinisi eligcinwe kuwo wonke amarekhodi, ngakho lesi sinyathelo simayelana nokumisa imithetho ozonquma:
    • Iliphi irekhodi eliyirekhodi eliphambili futhi aphi amakhophi alo?
    • Yiziphi izibaluli ezivela kuzimpinda ofuna ukuzikopishela kurekhodi eliyinhloko?

Uma le mithetho isilungisiwe futhi isisetshenziswa, okukhiphayo kuyisethi yamarekhodi asagolide ezinhlangano zakho.

Sungula Uhlaka Oluqhubekayo Lokuxazulula Ibhizinisi

Nakuba sidlule kumhlahlandlela olula wesinyathelo nesinyathelo sokuxazulula amabhizinisi kudathasethi yokumaketha, kubalulekile ukuqonda ukuthi lokhu kufanele kuthathwe njengenqubo eqhubekayo enhlanganweni yakho. Amabhizinisi atshala imali ekuqondeni idatha yawo nasekulungiseni izindaba zawo zekhwalithi eziyinhloko asethelwe ukukhula okuthembisa kakhulu.

Ukuze uqalise ngokushesha futhi kulula ukusebenzisa izinqubo ezinjalo, ungaphinda unikeze abaqhubi bedatha noma ngisho nabakhangisi enkampanini yakho isofthiwe yokuxazulula ibhizinisi okulula ukuyisebenzisa, engabaqondisa ezinyathelweni ezishiwo ngenhla.

Ngokuphelele, singasho ngokuphepha ukuthi iqoqo ledatha elingenayo impinda lisebenza njengomdlali obalulekile ekwandiseni i-ROI yemisebenzi yokumaketha kanye nokuqinisa isithunzi somkhiqizo kuzo zonke iziteshi zokumaketha.