Ukulinganisa imiphumela yokumaketha kanye nokuthengisa emikhankasweni yesiteshi esisodwa kuvame ukuba inqubo elula kakhulu: ukukhetha umgomo obonisa ukusebenza kwesiteshi esithile bese kubalwa i-ROI. Kodwa kuthiwani uma ikhasimende licwaninga umkhiqizo kuwebhusayithi yakho, libuza imibuzo kumthengisi esitolo esingokoqobo, bese liqedela ukuthenga ngohlelo lokusebenza? Ku-omnichannel, yonke indawo yokuthinta ibalulekile—futhi lokhu kuhlanganiswa kwesiteshi, yize kubalulekile ekwandiseni imiphumela, kwenza ukulinganisa imbuyiselo ekutshalweni kwezimali kube nzima kakhulu.
Esimweni se-omnichannel, i-ROI ihlola ukuthi ingakanani imbuyiselo yezezimali isenzo esihlanganisa iziteshi eziningi, kungaba ngokomzimba kanye/noma zedijithali, ezikhiqizwe maqondana nokutshalwa kwezimali okwenziwe. Kodwa-ke, ngenkathi emikhankasweni yesiteshi esisodwa kungenzeka ukuhlobanisa ngqo ukutshalwa kwezimali kanye nenzuzo, lapho kuneziteshi eziningi eziqondiwe, imbuyiselo ivela esilinganisweni sokusebenzisana ezindaweni ezahlukene zokuthintana, ngokuvamile ngohambo lokuthenga olude nolungaqondile - okwenza lokhu kube umsebenzi oyinkimbinkimbi kakhulu ezinkampanini eziningi.
Ngale kobunzima bokuhlola imiphumela evela eziteshini ezahlukene, kubalulekile futhi ukucabangela ezinye izinselele ezibalulekile kulolu hambo: ukuhlanganiswa kwedatha, njengoba isiteshi ngasinye siqoqa ulwazi ngezindlela ezahlukene kanye nezilinganiso; ukubonakala kohambo oluphelele, njengoba izingxenye zolwazi ngokuvamile zingabhalwa ngendlela elandelekayo nelinganisekayo; kanye nokugqagqana kwemiphumela engenzeka ngaphandle kombono ohlanganisiwe, lapho ukuguqulwa okufanayo kubalwa eziteshini ezingaphezu kwesisodwa, ngaleyo ndlela kuphambukisa i-ROI.
Ngakho-ke, yiziphi izinkinga zokungazinaki lezi zinyathelo zokuphepha, ikakhulukazi emakethe yedijithali exhumene kakhulu? Ngokusho kocwaningo lwe-ILUMEO, cishe ama-20% okutshalwa kwezimali kwabezindaba abonisi ubudlelwano obubalulekile ngokwezibalo nemiphumela yebhizinisi, njengokuthengisa noma ukukhiqizwa kwamakhasimende. Lokhu kusho ukuthi, ngaphandle kokulinganisa okufanele, ingxenye eyodwa kwezinhlanu yesabelomali sokumaketha ingachithwa.
Le datha igcizelela ukubaluleka kokuhlanganisa ulwazi oluvela emithonjeni ehlukene esiteshini esisodwa kanye nokulinganisa amamethrikhi, amagama eziteshi, kanye nezindlela zokulandelela, ukuze kube nombono ongu-360º wohambo lwamakhasimende, ngakho-ke, umbono ocacile nongenaphutha wembuyiselo inkampani eyitholayo kumkhankaso ngamunye osunguliwe. Futhi, ngalomqondo, vele, asikwazi ukwehluleka ukugqamisa indlela ubuchwepheshe obungaba ngayo umlingani obalulekile.
Kunamathuluzi amaningana emakethe angasiza ngalokhu kulinganisa, njenge-CRM ehlanganisiwe esiza ukulandelela konke ukusebenzisana kulo lonke umjikelezo wokuphila kwamakhasimende nokuhlanganisa idatha yokuziphatha, yokuthengiselana, kanye nokuzibandakanya; kanye nezixazululo ze-BI ezisiza ukuguqula inani elikhulu ledatha libe amadeshibhodi okulula ukuwahumusha. Iningi lawo likuvumela nokuthi uhlele uhambo futhi unikeze isisindo esiteshini ngasinye, okwenza lokhu kuhlaziya kuphelele futhi kuthembeke kakhulu ukusekela ukwenziwa kwezinqumo zesikhathi esizayo.
Ngalo mqondo, akukho sibonakaliso esisodwa kuphela izinkampani ezingasisebenzisa; konke kuncike esu elithathiwe kanye nezinhloso ezifisa ukuzifeza. Naphezu kwalokhu, kunezinye ezibalulekile okufanele zibekwe phambili, njenge-ROI iyonke yomkhankaso, i-CAC uma iqhathaniswa ngaphambi nangemva kokuqaliswa kwe-omnichannel, i-LTV (elinganisa inani eliphelele elikhiqizwa yikhasimende kulo lonke ubudlelwano), izinga lokuguqulwa ngesiteshi ngasinye kanye nesiteshi esinqamulayo (esikhomba ukuthi abathengi bathuthuka kuphi ohambweni lwabo), ukubandakanyeka, kanye nezinga lokugcina.
Lokhu kuhlaziywa kwedatha kuvumela ukuhlolwa okuqhubekayo kwe-hypothesis, ukulungisa imiyalezo, ukuhlukaniswa, kanye namafomethi ukudala okuhlangenwe nakho okwenziwe ngokwezifiso kakhudlwana, ukwandisa ukuzibandakanya, futhi ngenxa yalokho, inzuzo ekutshalweni kwezimali. Yenza lokhu kuhlola njalo, njengoba ukuziphatha kwabathengi kushintsha futhi lokhu kuthinta ngqo ukusebenza kweziteshi ngaphakathi kwesu lomkhankaso we-omnichannel.
Into ebaluleke kakhulu kukho konke lokhu ukuqinisekisa ikhwalithi kanye nokuvuselelwa okuqhubekayo kwalolu lwazi, njengoba kungafaka engcupheni yonke i-ROI ukuhlaziywa futhi kuholele ezinqumweni zebhizinisi ezingalungile. Imfihlo ukuguqula izinombolo zibe ukuqonda , ngoba ngokuhlonza ukuthi yiziphi iziteshi ezinomthelela omkhulu esigabeni ngasinye se-funnel, kungenzeka ukusabalalisa kabusha isabelomali kanye nemizamo ngokuhlakanipha nangendlela ehlelekile ukuze kwandiswe ukufezwa kwemiphumela efiselekayo.
