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Marketing era dos dados: O fim do achismo

(Ukumaketha Esikhathini Sedatha: Ukuphela Komsebenzi wokuqagela)

Le ncwadi ibhalelwe ukudiliza izaba ezindala “thina singabantu” ezisasetshenziswa ochwepheshe abaningi bezokuxhumana nezokuthengisa. Namuhla, ukusetshenziswa kobuchwepheshe nokuhlaziywa kwedatha kuyisidingo esiyisisekelo sanoma yimuphi umsebenzi wokumaketha—wokudala noma ngenye indlela. Inhloso ukukulungiselela ukuthi wenze ngokunembe kakhudlwana nangokunengqondo ngokusebenzisa izinhlaka ezakhelwe eminyakeni eyisishiyagalombili yolwazi lokusebenza kombhali.

Injongo yale ncwadi iwukukhulisa umqondo wakho futhi yephule imibono, izinkolelo nezimfundiso. Ukumaketha okuqhutshwa yidatha akulona uhlobo oluhlukile lokumaketha; kuyindlela entsha yokucabanga mayelana nendlela yokwakha amasu okutholwa nokugcinwa kwamakhasimende, okuvumela ukuthathwa kwezinqumo okugomelayo. Ukusebenzisa ukumaketha kwedijithali nokuzuza imiphumela engashintshi akusafani nakuqala—izinkampani nezingcweti sezivele ziyizwa imiphumela. Ukuphinda izinqubo ezedlule akusalethi ivolumu yokuthengisa edingekayo.

Lo mbhalo wethula umbono omusha wendlela yokwenza nokuklama izinyathelo ezidingekayo ukuze uqhubeke uthengisa, ngokusungula imigomo nezinhloso ezicacile kusetshenziswa ubuchwepheshe obulula nokuhlaziya idatha. Ukumaketha Esikhathini Sedatha kunikeza imininingwane ongeke uyithole ezincwadini ezijwayelekile zokumaketha, futhi izindlela eziveziwe zenza ukuthathwa kwezinqumo obekukade kuyinkimbinkimbi kuqonde kakhulu.

Ozokuzuza:

• Izinhlaka ezisebenzayo ezisuselwe kusipiliyoni sokusebenza seminyaka eyisishiyagalombili
• Amasu okuhlanganisa ubuhlakani nedatha nobuchwepheshe
• Izinyathelo zokubeka imigomo ecacile, elinganisekayo yokutholwa nokugcinwa
• Izindlela zokuhlaziya ezilula ezithuthukisa ukwenziwa kwezinqumo nemiphumela

Ubani okufanele ayifunde:

• Ochwepheshe bezokumaketha nosomaqhinga
• Abasunguli nabanikazi bamabhizinisi
• Ama-CMO namaqembu okukhula
• Ochwepheshe abanobuhlakani abafuna ukwenza ukukhetha okunolwazi lwedatha

Thatha indlela entsha: suka ekuqageleni uye esenzweni unolwazi futhi wakhe amasu okuthengisa alethayo.