Uruvangerw'amakuru, imiterere, n'ikoranabuhanga, hamwe n'uburyo bwihariye bwo kugerageza. Hamwe n'abakiriya nka Magazine Luiza na UOL, Impuguke mu guhindura AIM zimaze amezi atandatu zikora muri iri zina, ariko ni umusaruro w'ihuriro ry'abantu babiri bakomeye muri uru rwego, Eduardo Marconi na Francesco Weiss, bamaze imyaka irenga icumi bayobora uru rwego. Bafatanyije n'umushoramari w'umuhanga mu ikoranabuhanga Ronaldo Heilberg, washinze iri tsinda. Ku mbuga nkoranyambaga nini z'ubucuruzi bwo kuri interineti n'izindi porogaramu, ubuhanga bwa AIM bushobora kubyara inyungu ya miliyari 1 z'amadolari y'Amerika buri mwaka (cyangwa irenga) y'amafaranga yinjira buri mwaka.
Nyuma yo gukorana mbere, Marconi na Weiss ubu barimo kuvugurura ingamba zabo mu mushinga mushya w’ubucuruzi, aho biteganijwe ko binjiza amafaranga agera kuri miliyoni 4 z’amadorari y’Amerika mu 2024 (bamaze kugera kuri miliyoni 2 z’amadorari y’Amerika kugeza ubu), nk’uko babivuga, bigaragaza ishingiro ry’inyungu mu gihe gito, aho biteganijwe ko bizikuba gatatu mu 2025. Urutonde rw’abakiriya babo rurimo andi matsinda manini yo mu nzego zitandukanye, nka Netshoes, UOL, na Fretebrás.
AIM yibanda ku ngamba zo kureba, igishushanyo mbonera, UX, uburyo bwo kugenzura abakoresha, n'ubwenge kugira ngo bigufire inzira yorohereza, yihutishe kandi yongere umusaruro mu kugura. Ariko uburyo bwo gukora ibintu ntabwo busanzwe, kandi uretse amabanga cyangwa ingorane, hari icyerekezo gisobanutse neza cy'urugendo rw'abaguzi, gisuzumwa mu buryo "buhindagurika": ibikoresho fatizo bisesenguwe ni byo bitakora, n'impamvu.
“Dutekereza hanze y’ibyo isoko ryitezweho, hamwe n’udushya twa buri munsi n’ibikorwa bishingiye ku bitekerezo by’igihe nyacyo ku byagezweho n’ibinaniranye by’uburambe bw’ubucuruzi bwa elegitoroniki: dukorera hanze, kandi dufite ibikoresho bikwiye, itandukaniro ryacu rikomeye ni uko dukora nk’ihuriro ry’ubucuruzi, dusobanura amakuru kandi tugahitamo ibyo tubona ko ari byiza mu gupima ibyo dushobora gukosora no guhindura kugira ngo urubuga rurusheho kunoza ibyo rugurisha,” ibi ni ibyasobanuwe na Eduardo Marconi, umufatanyabikorwa muri AIM, watangiye umwuga we nk’ “umushushanyi wa interineti mu bigo by’ikoranabuhanga mu Bwongereza.”.
Nk’uko Marconi abivuga, AIM ikora nk’ikigo gikora neza cyane kidakenera abakozi benshi (ikipe ifite abantu batarenze makumyabiri), ahubwo ikora nk’abakora ibintu hafi ya byose nta wundi muntu ukora—kandi bakaba bashobora kubikuza.
“Muri uru rwego, ni ukuba ingenzi cyane binyuze mu kubaga abantu bazi uburyo bwo kubikora. Aha, dutekereza ku bunararibonye no gukoresha ikoranabuhanga, ariko muri ubu buryo dukoresha imyitwarire n'imiterere yihariye y'ubwoko butandukanye bw'abaguzi bo kuri interineti, uburyo butandukanye bwo gucunga ibyo bagura. Duhereye kuri ibi, dukurikiza icyitegererezo cyacu, bituma dushobora kugereranya ibitekerezo byacu n'ibiriho. Twateje imbere iki gitekerezo mu buryo budasanzwe, kandi twizera ko bidashoboka kwigana, atari kubera inzira z'ikoranabuhanga gusa, ahubwo no kubera abantu bashobora gukoresha izi nzira, kandi ibi byose hamwe no kwemezwa n'isomero ryacu ry'igerageza rirenga 3.000 ryakozwe mu bigo bitandukanye nka XP Investimentos, RD, Johnson & Johnson na Grupo Soma,” abisobanura.
Ubuhanzi na Siyansi
AIM ifite ingamba zihamye: gukoresha isesengura ry'amakuru, ikoranabuhanga rigezweho, icyerekezo cy'isoko, no gushushanya imyitwarire y'abakiriya ku mbuga za interineti hagamijwe intego nyamukuru: kumenya ibitagenda neza n'ibishobora kunozwa mu bucuruzi kugira ngo byongere ibicuruzwa cyangwa bibone inyungu zitaragerwaho. Kugira ngo ibi bigerweho, ubumenyi bwihariye n'imyumvire ni ngombwa, nk'uko umufatanyabikorwa Francesco Weiss abyemeza.
Nk’uko uyu rwiyemezamirimo abivuga, nubwo bidashoboka gutekereza ku bintu byose birambuye n’amayeri byatumye AIM iba umuteguro w’igitekerezo cyihariye cy’igerageza, hari ibimenyetso bishobora kwemeza uburyo iyi sosiyete iri ku isonga. Weiss agira ati: “Nabisobanura gutya: dufite ikintu kidasanzwe, icyo nita abahanga bakomeye, bafata ikoranabuhanga n’amakuru bakabishyira mu bikorwa bakoresheje ubuhanga n’ubumenyi, bakabiteramo ingamba zihari gusa kuko hari igipimo nyacyo cy’ibyo byaba bifite ishingiro mu gushyira mu bikorwa, gukuraho, guhindura, cyangwa gushora imari muri iyo interface (byakozwe binyuze mu bizamini byinshi byo kugereranya no kwigana ecran zitandukanye n’uburambe butandukanye bwo kugenda).” Ku bijyanye n’ijambo
igerageza
,” iyi mpuguke isobanura ko ari impinduka ya CRO (Conversion Rate Optimization), kuko uyu munsi ari serivisi yuzuye yo kongera impinduka ikubiyemo ubushakashatsi ku myitwarire, gahunda z’igerageza, n’ibicuruzwa, ibikubiye, n’imiterere y’imiterere. Nk’uko abivuga, ntibishoboka kumenya neza uburyo buri muntu (umuguzi) azashaka gukorana n’ikirango n’aho ibicuruzwa bye biherereye kuri interineti. Ariko, hamwe n’ubushobozi bukwiye, birashoboka gushyiraho uburyo bwo gupima, kongeramo no gukuza uko ibintu bimeze uko bishoboka kose, byoroshya ibikorwa bishingiye kuri ubu buryo bwo kwitegereza neza.
“Rero, twakoze kandi twigana ubunararibonye butandukanye kandi twasanze buri wese yagize uruhare runini, yahinduye imikorere ye, n’umusaruro. Kandi ni bwo buzashyirwa mu bikorwa. Ariko ikibera cyiza itsinda rimwe si cyo cyiza kuri buri wese: hari abareba igiciro, bibanda cyane ku kwamamaza; hari abagaragaza mu mateka yabo yo gusura ko bazagura gusa iyo inzira yoroshye; hari abakora ubushakashatsi bwinshi hanyuma bakagura nyuma; hari n’abakora ubushakashatsi bwinshi ariko ntibagure na gato. Ni urusobe rw’ibishoboka, ariko twabashije kubona icyerekezo mu kajagari, kiduha imbaraga zo guhanga inzira zifatika,” yongeraho.
Nk’uko Weiss abivuga, ni ngombwa gutanga uburyo bukwiye bwo koroshya imikorere no gukoresha aya makuru yose kugira ngo umuntu agire ubunararibonye bwihariye. Algoritime z’ubwenge bw’ubukorano zifasha kongera amahirwe yacu yo kugira icyo dukora, ariko kuvugana n’umuguzi no gusobanukirwa uburyo bwiza bwo gutanga aya makuru mu buryo bwiza buhindura ubucuruzi ni inkuru yindi; ni ikintu abantu bake bakora, ikintu kijyanye n’ubuhanzi runaka. Si imyumvire, si ugutekereza, ahubwo ni ubuhanzi mu buryo bwo kuba akazi gakozwe ku giti cye, uburyo bukozwe ku giti cye bushobora kubyara inyungu nyinshi,” asoza.
