Zinthu 6 Zomwe Mungachite Kuti Mugule ndi CD-Suite Yanu Yakasitomala

Zomwe Mukufunikira CDP

Zingakhale zophweka kuganiza kuti munthawi yovuta komanso yosatsimikizika iyi, ma CxOs sali okonzeka kupanga ndalama zambiri pakutsatsa komwe kumayendetsedwa ndi data komanso ntchito zamakampani. Koma chodabwitsa ndichakuti, ali ndi chidwi, ndipo mwina ndi chifukwa chakuti anali akuyembekeza kuchepa kwachuma, koma chiyembekezo chopeza mphotho yakumvetsetsa cholinga cha kasitomala ndi machitidwe ake chinali chofunikira kwambiri kunyalanyaza. Ena akufulumizitsa mapulani awo pakusintha kwa digito, pomwe makasitomala amakhala gawo lalikulu pamapu awo.

Chifukwa Chiyani Makampani Akugwiritsabe Ntchito Zosintha Pakompyuta?

Mwachitsanzo, ma CFO anali kale opanda chiyembekezo chachuma cha 2020 kale Covid-19. Posachedwapa Kafukufuku wa CFO Global Business Outlook, mu 2019, oposa 50 peresenti ya CFOs adakhulupirira kuti US ikumana ndi mavuto azachuma isanathe 2020. Koma ngakhale kukayikira, ma CDP adawonetsabe kukula mu 2019. Mwina ambiri oyang'anira akulu akupitilizabe kusungitsa ndalama zamakasitomala chifukwa sikunakhale kofulumira kwambiri kumvetsetsa zomwe makasitomala awo angafune, achite, ndi kugula motsatira momwe zinthu zimasinthira sabata ndi sabata mkati mwa mliri wopitilira. 

Ndipo ngakhale mitambo yazachuma idayamba kale kumapeto kwa 2019, ma CEO sanayang'anenso pakuchepetsa ndalama. M'malo mwake, anali ndi chidwi chakuchita mosamala ndikuwonjezera phindu. A Kafukufuku wa 2019 Gartner adapeza kuti ma CEO anali ndi chidwi chofuna kuthana ndi misika yotsika chifukwa chopeza mwayi watsopano wokula ndikuwongolera bwino mitengo.  

Chonyamula? Nthawi zosatsimikizika za masiku ano zikupangitsa kuti kusintha kwa digito kukhala cholinga chofulumira kwambiri. Ndicho chifukwa CDP ingagwiritse ntchito analytics ya deta ndi makina ophunzirira makina kuti apindule phindu pagulu. 

Gawo 1: Fotokozani mwachidule Mlandu Wogwiritsa Ntchito CDP yanu

Ndikofunika kumvetsetsa mulandu wama data amakasitomala ndi ma CDP. Ngati ndinu C-suiter-kapena ngati mumagwira ntchito limodzi-mwapadera mumatha kutengapo gawo pofotokoza phindu la zosowa za makasitomala: kugulitsa kasitomala kasitomala, kutsata bwino magawo ndi kugawa, kulosera mwachangu ndi kukopa kakhalidwe kogula ndi kugula, kapenanso kapangidwe katsopano kazinthu zatsopano kapena zabwino, ntchito, ndi zopangidwa. Malinga ndi Gulu la Farland, Oyang'anira ma C-suite amakhala osiyana ndi omvera ena. Amayesetsa kufika pamtima pa nkhaniyi mwachangu, kumvetsetsa zotsatira za polojekiti, ndikukambirana njira, osati maukadaulo. Khazikitsani mawu anu kuti muchite bwino powakonza mwachidule mwachidule. 

  • Ganizirani mavuto ena: Mukufuna kuti muzinena motere: “M'magawo atatu apitawa, malonda achepetsa. Tikufuna kusintha izi powonjezera kugulitsa kwapakati pa kasitomala ndi kugula pafupipafupi. Titha kukwaniritsa izi ndi malangizo okhudzana ndi kugula ndi makuponi ogwirizana ndi inu. ”
  • Dziwani chifukwa chake: “Pakadali pano tilibe zida zosinthira kusandutsa makonda. Ngakhale timatola zambiri zamakasitomala, zimasungidwa m'matumba osiyanasiyana (malo ogulitsira, pulogalamu yokhulupirika kwa makasitomala, tsamba lawebusayiti, malo ogulitsira a Wi-Fi). ”
  • Losera zomwe zidzachitike: "Ngati tilephera kumvetsetsa momwe machitidwe amakasitomala akusinthira, tidzataya malonda ndi gawo la msika kwa omwe tikupikisana nawo omwe angakwaniritse zofuna zawo, m'njira zosiyanasiyana, kuposa momwe tingathere."
  • Perekani yankho: "Tiyenera kukhazikitsa Customer Data Platform kuti tigwirizanitse zambiri zamakasitomala. Pogwiritsa ntchito CDP, tikuganiza kuti malonda omwe makasitomala onse adzagula adzawonjezeka ndi 155% ndipo kuchuluka kwa zinthu zogula kudzawonjezeka ndi 40%. 

Mlandu wa bizinesi ya aliyense ndi wapadera. Chofunikira ndikuti muzindikire zovuta ndi kasamalidwe ka kasitomala, momwe zimakhudzira kuthekera kwanu kuti mumvetsetse kasitomala, komanso chifukwa chake malingalirowo ndi ofunika. Muthanso kudziwa chifukwa chake nkhanizi zilipo komanso chifukwa chake njira zam'mbuyomu zalephera kuzithetsa. Chofunika koposa, pangani changu ndi magawo azachuma omwe amatsimikizira momwe mavutowa amakhudzira zotsatira zamabizinesi.

Gawo 2: Yankhani funso: "Chifukwa chiyani CDP?"

-Ntchito yanu yotsatira ndikuganiza zakale musanamalize homuweki yanu. Mwina mudali ndi mafunso ambiri, monga: "CDP ndi chiyani?" ndi "Kodi CDP imasiyana bwanji ndi CRM ndipo DMP? ” Ino ndi nthawi yoti mugwiritse ntchito chidziwitso chanu pokonzekera matanthauzidwe ochepa, apamwamba. 

Pambuyo pake, fotokozani momwe a ogwira ntchito CDP angathetse bwino vuto lanu logwiritsira ntchito, kukwaniritsa zolinga zofunika, ndipo thandizani gulu lanu lotsatsa kuti lipeze zotsatira zabwino. Mwachitsanzo, ngati zolinga za dipatimenti yanu ndikuti zithandizire kutsatsa kwanthawi yake kutumizira makonda makonda, onetsani momwe mungachitire CDP imatha kuphatikiza deta yamakasitomala kuti ipangitse mitundu yamitundu yambiri yamakasitomala ndikupanga mindandanda yolunjika. Kapena, ngati zolinga zanu zili sinthani kukhulupirika kwamakasitomala, kambiranani za momwe CDP ingaphatikizire zolumikizira zochulukirapo kuchokera pa pulogalamu yam'manja ndikuyiphatikizira ndi intaneti, malo ogulitsira, ndi zina zambiri zamakasitomala kuti apange makasitomala abwino. 

Gawo 3: Pezani Masomphenya Aakulu Pazithunzi Zomwe Mukufuna

Atsogoleri am'magawo a C amadziwa kuti ndikofunikira kukhala ndi masomphenya a chithunzi chachikulu mukamachita chilichonse chosintha pamachitidwe awo. atsogoleri a C-level amatha kusonkhana. Chifukwa chake, cholinga chanu chotsatira ndikuti muwawonetse momwe CDP ingathandizire bungwe lanu kukwaniritsa njira zingapo zomwe zavomerezedwa kale, ndikuwonetsa masomphenya a momwe CDP imathandizira pakupanga ntchito yoyendetsedwa ndi deta. 

Kuti mupange lingaliro lanu, ndizothandiza kutchula momwe CDP ingakhazikitsire mgwirizano ndi atsogoleri ena a C. Phindu lomwe CDP imanyalanyazidwa ndikuti limachepetsa kufunikira kwa chithandizo cha IT popanga magwiridwe antchito pakati pa magulu otsatsa ndi IT. Nazi njira zingapo Ma CMO ndi ma CIO onse amapambana ndi CDP: 

  • Kupititsa patsogolo kusonkhanitsa / kuwongolera deta. Ma CDP amatenga ntchito yayikulu yosonkhanitsa, kusaka, ndikuwongolera zambiri zamakasitomala m'madipatimenti otsatsa ndi a IT.
  • Kuphatikiza kwamodzi kwa malingaliro amakasitomala. Ma CDP amachotsa kukweza kwakukulu kwa kusokonekera kwa kasitomala, komwe kumachepetsa kugwira ntchito ndi kukonza zonse.
  • Kuchulukitsa kudziyimira pawokha pakutsatsa. Ma CDP amapereka zida zonse zodzifunira kwa otsatsa, kuthetsa kufunikira kwa IT kuti ipange malipoti owononga nthawi.

B2B nsanja yotsatsa Kapost ndi chitsanzo chenicheni cha momwe mgwirizanowu umagwirira ntchito. Kuti agwirizane ndikusintha zochitika zake, Kapost idadalira zida zosiyanasiyana zamkati mwa SaaS, monga Mixpanel, Salesforce, ndi Marketo. Komabe, kupeza ndi kukhathamiritsa deta mkati mwa zidazi kunali kovuta nthawi zonse. Kuti apange ma metric atsopano amafunikira gulu laling'ono la akatswiri mapulogalamu. Kuphatikiza apo, nkhokwe zosanjikiza zomwe zidapangidwa kuti zigwirizane sizingafanane ndi kuchuluka komwe kumafunikira komanso kuyang'aniridwa kosalekeza ndi gulu la IT. 

Kuti aganizirenso njirazi, Kapost adagwiritsa ntchito CDP kuti iphatikize deta yake pamasamba angapo ndi zida za SaaS. M'masiku 30 okha, Kapost adatha kupatsa magulu ake mwayi wosavuta kupeza zidziwitso zake zonse koyamba. Masiku ano, DevOps ali ndi njira yolowetsa zinthu zachinsinsi, pomwe bizinesi imayang'anira kayendetsedwe kazamalonda koyendetsa ma KPIs. CDP yamasula gulu loyendetsa bizinesi ya Kapost kudalira ukadaulo ndikupereka chida champhamvu cha ma analytics.

Gawo 4: Bwezerani Mauthenga Anu Ndi Zowona Ndi Ziwerengero

Kugulitsa kwapadera mfundo ndizabwino. Koposa zonse, mukufuna mayankho a funso "ndiye?"Woyang'anira wamkulu aliyense wa C-akufuna kudziwa kuti:" Kodi timakhudzidwa bwanji ndi zomwe timachita? " Lucille Mayer, wamkulu wazofalitsa nkhani ku BNY Mellon ku New York, adalankhula Forbes:

Chinsinsi chopeza ulemu [ndi C-suite] ndikulankhula motsimikiza za mutu wanu. Zambiri zovuta ndi ma metric m'malo mo mfundo Mkhalidwe ayambe kukukhulupirira. ”

Lucille Mayer, Chief Information Officer ku BNY Mellon ku New York

Ndalama, zolipirira, komanso kukula zimasandutsa phindu lonse - kapena ayi. Chifukwa chake nenani zamalire opindulira, kuyerekezera momwe zinthu zilili masiku ano ndi zomwe zikuyembekezeredwa mtsogolo. Apa ndipomwe mumafotokoza mwatsatanetsatane za data yayikulu monga ROI ndi mtengo wake wonse wa umwini. Zina mwazomwe mungayankhule:

  • Mtengo wa CDP pamwezi akuti ndi $ X. Izi zikuphatikiza malembedwe aantchito ndi kachitidwe pa $ X.
  • ROI ya dipatimenti yotsatsa idzakhala $ X. Tili ndi chiwerengerochi poyembekezera kuti [30% yawonjezeka pamalipiro, 15% yawonjezera kusintha kwa kampeni, ndi zina zambiri] 
  • Padzakhalanso madola X pakuchita bwino ndikusunga kwa [dipatimenti ya IT, malonda, magwiridwe antchito, ndi zina zambiri].

Mitundu ina yomwe ikugwiritsa ntchito ma CDP yazindikira zotsatira zabwino. Nazi zitsanzo zingapo: 

Gawo 5: Konzani Yankho Lanu

Ino ndi nthawi yoti mufotokozere bwino yankho lomwe lithandizire kuti muwone bwino. Yambani ndi Kulemba malingaliro anu pazomwe mungasankhe komanso kuti ndi ndani wogulitsa CDP amene amapereka phindu lalikulu. Apa, chinsinsi ndicho kukhalabe osamala pa njira. M'nkhani yonena za polumikizana ndi C-suite, Roanne Neuwirth akulemba kuti: "Akuluakulu amasamala momwe angathetsere zovuta zamabizinesi ndikupititsa patsogolo ndalama ndi phindu. Sachita chidwi ndi… matekinoloje ndi zinthu zina —zi ndi njira zokhazokha zoperekera ndalama ndipo zimaperekedwa kwa ena kuti aunikenso ndi kugula. ” Chifukwa chake ngati mukufuna kukambirana za CDP, onetsetsani kuti mulumikizane ndi zotsatira zomwe zingachitike. Mwa zina zofunikira zapamwamba za CDP zama CMOs: 

  • Kugawa kwamakasitomala. Pangani zigawo zosinthika zomwe zimadalira kasitomala, komanso zosunga makasitomala.
  • Kuphatikiza kwazomwe zili pa intaneti komanso pa intaneti. Phatikizani palimodzi malembedwe osiyanitsa makasitomala kukhala mbiri imodzi yodziwika ndi ID ya kasitomala wapadera.
  • Kupititsa patsogolo malipoti ndi ma analytics. Onetsetsani kuti aliyense angathe kupeza zosintha nthawi yomweyo ndi zidziwitso zomwe akufuna kuti agwire ntchito yawo.

Gawo 6: Fotokozani Zomwe Mukutsatira, Fotokozani ma KPIs, ndikukonzekera mayankho kuti mudzatsatire mafunso

Pamapeto pa phula lanu, perekani ziyembekezo zomveka bwino zakomwe oyang'anira angayembekezere kuwona phindu kuchokera pakutumizidwa kwa CDP. Zimathandizanso kupereka dongosolo lapamwamba lokhala ndi pulogalamu yomwe ili ndi zochitika zazikulu. Onetsetsani ma metrics pachimake chilichonse chomwe chiwonetsetse kupambana. Zina zofunika kuziphatikiza:

  • Zofunika pakompyuta
  • Zofunikira za anthu
  • Njira zovomerezera bajeti / nthawi yake

Kupitilira apo, konzekerani kuyankha mafunso kumapeto kwa nkhani yanu, monga: 

  • Kodi CDP ikugwirizana bwanji ndi mayankho athu apano a martech? Momwemo, CDP imagwira ntchito ngati malo opangira mwanzeru zidziwitso zathu zonse.
  • Kodi CDP ndiyovuta kuiphatikiza ndi mayankho ena? Ma CDP ambiri amatha kuphatikizidwa ndikudina pang'ono.
  • Kodi mungatsimikize bwanji kuti ma CDP alipo pano? Ambiri akatswiri amaganiza kuti ma CDP ndi tsogolo lotsatsa.

Kuphatikiza Zonsezi - Sinthani Lero Kukonzekera Mawa

Kodi ndi njira iti yabwino kwambiri yofotokozera mwachidule tanthauzo la CDP pagulu lanu? Chofunikira ndikuti lingaliro la CDP sikuti limangosunga zomwe makasitomala amapeza, limapereka phindu polumikizitsa deta kuchokera ku ma silos osiyanasiyana kuti apange mbiri yamakasitomala omwe akukhazikika munthawi yeniyeni. Kenako, imagwiritsa ntchito kuphunzira pamakina pazidziwitso zofunika zomwe zitha kugwiritsidwa ntchito kumvetsetsa zomwe makasitomala amayamikira dzulo, zomwe akufuna lero, ndi zomwe akuyembekezera mawa. Kupitilira apo, CDP imatha kuthetsa ndalama zomwe zimagwiritsidwa ntchito ndi data, chuma chamakampani a de-silo, ndikukwaniritsa zolinga zingapo. Pamapeto pake, CDP ithandizira bungwe lanu kugwiritsa ntchito bwino zidziwitso zake, zomwe zithandizira kuti zinthu ziziyenda bwino, magwiridwe antchito, ndikukula kosiyanasiyana-zonse zomwe ndizofunikira kopindulitsa mosasamala kanthu komwe chuma chingapite.

Mukuganiza chiyani?

Tsambali likugwiritsa ntchito Akismet kuchepetsa spam. Phunzirani momwe deta yanu ikufotokozera.