Chifukwa Chomwe Kulankhulana Magulu Ndikofunika Kwambiri Kuposa Mateki Anu a Martech

Kulumikizana ndi Gulu Lotsatsa

Lingaliro la Simo Ahava lazosangalatsa pamtundu wa data ndi njira zolumikizirana zidatsitsimutsa chipinda chonse ku Pitani ku Analytics! msonkhano. OWOX, mtsogoleri wa MarTech mdera la CIS, adalandira akatswiri masauzande ambiri pamsonkhanowu kuti agawane zomwe akudziwa komanso malingaliro awo.

OWOX BI Gulu ndikufuna kuti muganizire pamalingaliro omwe Simo Ahava akufuna, omwe ali ndi kuthekera kokulitsa bizinesi yanu. 

Makhalidwe Abwino ndi Mtundu wa Gulu

Ubwino wa deta umatengera munthu amene amaisanthula. Nthawi zambiri, tikhoza kunena zolakwika zonse pazosunga zida, magwiridwe antchito, ndi madeti. Koma kodi zimenezo ndi zomveka?

Kunena zowona, mtundu wa zidziwitso umalumikizidwa mwachindunji ndi momwe timalumikizirana m'mabungwe athu. Ubwino wa bungweli umatsimikizira chilichonse, kuyambira pakufufuza migodi, kuyerekezera, ndi kuyeza, kupitiliza kukonza, ndikumaliza ndi mtundu wonse wazogulitsa ndikupanga zisankho. 

Makampani ndi Makonzedwe Awo Olankhulana

Tiyerekeze kuti kampani imagwiritsa ntchito chida chimodzi. Anthu omwe ali pakampaniyi ali ndi chidwi chopeza mavuto ena ndikuwathetsa gawo la B2B. Chilichonse ndichabwino, ndipo mosakayika mukudziwa makampani angapo ngati awa.

Zotsatira zoyipa zamakampaniwa zimabisidwa pakapita nthawi kukweza zofunikira pakudziwika kwa deta. Nthawi yomweyo, tiyenera kukumbukira kuti zida zopangidwa kuti ziwunike momwe ntchito imagwirira ntchito ndi zokhazokha ndipo ndizopatula pamavuto abizinesi - ngakhale adapangidwa kuti azithetse. 

Ndicho chifukwa chake mtundu wina wa olimba wawonekera. Makampaniwa ndi akatswiri pakupanga mayendedwe a mayendedwe. Amatha kupeza mavuto ambiri muzochitika zamabizinesi, kuziyika pa whiteboard, ndikuuza oyang'anira:

Apa, apa, ndi apo! Gwiritsani ntchito njira yatsopanoyi ndipo mudzakhala bwino!

Koma zikumveka kuti sizabwino. Kuchita bwino kwa upangiri womwe sunakhazikitse pakumvetsetsa kwa zida ndizokayikitsa. Ndipo makampani omwe amafunsira anzawo samamvetsetsa chifukwa chake mavuto oterewa adayamba, chifukwa chake tsiku lililonse limabweretsa zovuta zina ndi zolakwika, ndi zida ziti zomwe zidakhazikitsidwa molakwika.

Chifukwa chake kufunikira kwa makampani awa pawokha kumakhala kochepa. 

Pali makampani omwe ali ndi ukadaulo pabizinesi komanso kudziwa zida. M'makampani awa, aliyense amatengeka ndi ntchito yolemba ntchito anthu omwe ali ndi mikhalidwe yabwino, akatswiri omwe ali otsimikiza pamaluso awo komanso chidziwitso chawo. Kuli bwino. Koma nthawi zambiri, makampaniwa cholinga chawo sikungathetse mavuto olumikizana mkati mwa timu, omwe nthawi zambiri amawona kuti ndiosafunikira. Chifukwa chake mavuto atsopano akayamba, kusaka mfiti kumayamba - vuto lake ndi ndani? Mwina akatswiri a BI asokoneza njirazi? Ayi, mapulogalamuwa sanawerenge malongosoledwe atsatanetsatanewo. Koma ponseponse, vuto lenileni ndiloti gulu silingaganizire bwino lomwe zavutoli limodzi. 

Izi zikutiwonetsa kuti ngakhale pakampani yodzaza ndi akatswiri ozizira, zonse zimafunikira kuyesetsa kwambiri ngati bungwe silili okhwima zokwanira. Lingaliro loti muyenera kukhala wamkulu komanso kukhala wodalirika, makamaka pamavuto, ndichinthu chomaliza chomwe anthu amaganiza m'makampani ambiri.

Ngakhale mwana wanga wazaka ziwiri yemwe akupita ku sukulu ya mkaka amawoneka wokhwima kuposa mabungwe ena omwe ndakhala ndikugwirapo nawo ntchito.

Simungathe kupanga kampani yabwino pokha polemba akatswiri ambiri, chifukwa onse amatengeka ndi gulu kapena dipatimenti. Chifukwa chake oyang'anira akupitiliza kulemba ntchito akatswiri, koma palibe chomwe chimasintha chifukwa kapangidwe ndi malingaliro a mayendedwe ake sasintha konse.

Ngati simukuchita chilichonse kuti mupange njira zolumikizirana mkati ndi kunja kwa magulu ndi madipatimentiwa, zoyesayesa zanu zonse sizikhala zopanda tanthauzo. Ichi ndichifukwa chake njira yolumikizirana komanso kukhwima ndi cholinga cha Ahava.

Lamulo la Conway Logwiritsidwa Ntchito Kumakampani a Analytics

Tanthauzo Lopindulitsa - Lamulo la Conway

Zaka XNUMX zapitazo, wolemba mapulogalamu wamkulu wotchedwa Melvin Conway adapereka lingaliro lomwe pambuyo pake limadziwika kuti lamulo la Conway: 

Mabungwe omwe amapanga makina. . . amakakamizidwa kuti apange zojambula zomwe ndizoyang'anira kulumikizana kwa mabungwe awa.

Melvin Conway, Lamulo la Conway

Malingalirowa adawonekera panthawi yomwe kompyuta imodzi imakwanira chipinda chimodzi bwino! Tangoganizirani: Pano tili ndi gulu limodzi logwira ntchito pakompyuta imodzi, ndipo kumeneko tili ndi gulu lina lomwe likugwira ntchito pa kompyuta ina. Ndipo m'moyo weniweni, lamulo la Conway limatanthauza kuti zolakwika zonse zolumikizana zomwe zimawonekera m'magulu amenewo ziziwonetsedwa momwe amapangira mapulogalamu awo. 

Chidziwitso cha Wolemba:

Chiphunzitsochi chayesedwa kangapo m'maiko akutukuka ndipo chakambidwa zambiri. Kutanthauzira kotsimikizika kwambiri kwamalamulo a Conway kudapangidwa ndi a Pieter Hintjens, m'modzi mwa opanga mapulogalamu odziwika kwambiri mzaka zoyambirira za 2000, yemwe adati "ngati muli mgulu lazopanga, mupanga pulogalamu yabwinobwino." (Amdahl kupita ku Zipf: Malamulo Khumi a Fizikiya ya Anthu)

Ndikosavuta kuwona momwe lamuloli limagwirira ntchito zotsatsa ndi ma analytics. Mdziko lino lapansi, makampani akugwira ntchito ndi zidziwitso zazikulu zomwe zasonkhanitsidwa kuchokera kumagulu osiyanasiyana. Tonsefe tikhoza kuvomereza kuti deta yomweyi ndiyachilungamo. Koma ngati mungayang'ane momwe zinthu zilili, mudzawona zolakwika zonse m'mabungwe omwe adatolera izi:

  • Zikusowa pomwe mainjiniya sanalankhulepo pankhani 
  • Mafomati olakwika pomwe palibe amene amamvetsera ndipo palibe amene adakambirana za kuchuluka kwa malo
  • Kuchedwetsa kulumikizana komwe palibe amene amadziwa mtundu wa kusamutsa (batch kapena mtsinje) ndipo ndani ayenera kulandira deta

Ichi ndichifukwa chake makina osinthana posonyeza kufooka kwathu kwathunthu.

Ubwino wazidziwitso ndi kukwaniritsidwa kwa akatswiri azida, akatswiri pakuyenda kwa ntchito, mamanejala, komanso kulumikizana pakati pa anthu onsewa.

Njira Zoyankhulirana Zabwino Kwambiri Komanso Zoipa Kwambiri Za Magulu Osiyanasiyana

Gulu lomwe limagwira ntchito mu MarTech kapena kampani ya analytics yotsatsa ili ndi akatswiri azamalonda (BI), akatswiri asayansi, opanga mapangidwe, otsatsa, otsutsa, ndi opanga mapulogalamu (kuphatikiza kulikonse).

Koma chingachitike ndi chiyani pagulu lomwe silikumvetsetsa kufunikira kwa kulumikizana? Tiyeni tiwone. Olemba mapulogalamuwa adzalemba code kwa nthawi yayitali, kuyesetsa mwakhama, pomwe gawo lina la gululi limangowadikirira kuti adutse ndodoyo. Pomaliza, mtundu wa beta utulutsidwa, ndipo aliyense azing'ung'udza za chifukwa chomwe zidatenga nthawi yayitali. Ndipo pomwe cholakwika choyamba chikawonekera, aliyense ayamba kufunafuna wina woti amudzudzule koma osati njira zopewera zomwe zidawapeza. 

Ngati titayang'ana mozama, tiwona kuti zolinga zonse ziwiri sizinamvetsedwe bwino (kapena konse). Zikatere, tikhala ndi mankhwala owonongeka kapena olakwika. 

Limbikitsani Magulu Olangiza Zambiri

Zoipa kwambiri pamkhalidwe uwu:

  • Kutenga nawo gawo kokwanira
  • Kutenga nawo mbali kokwanira
  • Kupanda mgwirizano
  • Kusadalira

Kodi tingakonze bwanji? Kwenikweni popangitsa kuti anthu azilankhula. 

Limbikitsani Magulu Osiyanasiyana

Tiyeni tisonkhanitse aliyense pamodzi, kukhazikitsa zokambirana, ndikukonzekera misonkhano yama sabata: kutsatsa ndi BI, opanga mapulogalamu ndi opanga ndi akatswiri azidziwitso. Kenako tikhulupirira kuti anthu azikambirana za ntchitoyi. Koma sizikwanira chifukwa mamembala a gululi samayankhulabe za ntchito yonse ndipo sakulankhula ndi gulu lonse. Ndikosavuta kuti chipale chofewa chikhale pansi pamisonkhano makumi khumi ndipo mulibe njira yopezera nthawi yopanda ntchito. Ndipo mauthenga amenewo pambuyo pa misonkhano azipha nthawi yotsala yonse ndikumvetsetsa zoyenera kuchita mtsogolo. 

Ichi ndichifukwa chake kukumana ndikungokhala gawo loyamba. Tili ndi mavuto ena:

  • Kusalankhulana bwino
  • Kupanda zolinga
  • Kutenga nawo gawo kokwanira

Nthawi zina, anthu amayesa kupereka zofunikira pa ntchitoyi kwa anzawo. Koma m'malo mofalitsa uthenga, makina amphekesera amawachitira chilichonse. Anthu akakhala kuti sakudziwa kugawana malingaliro ndi malingaliro awo moyenera komanso m'malo oyenera, zidziwitso zimatayika panjira yolandila. 

Izi ndizizindikiro za kampani yomwe ili ndi mavuto olumikizana. Ndipo zimayamba kuwachiritsa ndi misonkhano. Koma nthawi zonse timakhala ndi yankho lina.

Atsogolereni onse kuti alankhule za ntchitoyi. 

Kuyankhulana kwamitundu yambiri m'magulu

Makhalidwe abwino kwambiri a njirayi:

  • Transparency
  • Kuphatikiza
  • Kusinthana kwa chidziwitso ndi luso
  • Maphunziro osayima

Izi ndizovuta kwambiri zomwe ndizovuta kupanga. Mutha kudziwa zingapo zomwe zimatenga njirayi: Agile, Taphunzira, Scrum. Zilibe kanthu kuti mumatchula chiyani; zonsezi zimamangidwa pa mfundo "yopanga zonse pamodzi nthawi imodzi". Makalendala onsewa, mizere yantchito, ziwonetsero, ndi misonkhano yoimirira cholinga chake ndikupangitsa anthu kuti azikambirana za ntchitoyi pafupipafupi komanso palimodzi.

Ichi ndichifukwa chake ndimakonda Agile kwambiri, chifukwa zimaphatikizaponso kufunikira kwa kulumikizana ngati chofunikira kuti ntchito ipulumuke.

Ndipo ngati mukuganiza kuti ndinu wofufuza yemwe sakonda Agile, yang'anani mwanjira ina: Zimakuthandizani kuwonetsa zotsatira za ntchito yanu - deta yanu yonse yosinthidwa, ma dashboard akuluakulu, ma data anu - kuti apange anthu Yamikirani khama lanu. Koma kuti muchite izi, muyenera kukumana ndi anzanu ndikulankhula nawo pagome lozungulira.

Chotsatira ndi chiyani? Aliyense wayamba kukamba za ntchitoyi. Tsopano tili nazo kutsimikizira mtunduwo za ntchitoyi. Kuti achite izi, makampani nthawi zambiri amalemba ntchito mlangizi wokhala ndi ziyeneretso zapamwamba kwambiri. 

Njira yayikulu ya mlangizi wabwino (ndikukuwuzani chifukwa ndine mlangizi) ndikuchepetsa nthawi zonse kuti asatenge nawo gawo pantchitoyi.

Mlangizi sangangodyetsa kampani tizinsinsi tazinsinsi chifukwa sizipangitsa kuti kampaniyo ikhale yokhwima komanso yokhazikika. Ngati kampani yanu siyingakhale popanda mlangizi wanu, muyenera kuganizira za ntchito yomwe mwalandira. 

Mwa njira, mlangizi sayenera kupanga malipoti kapena kukhala owonjezera manja kwa inu. Muli ndi anzanu amkati mwa izo.

Gulitsani Otsatsa Maphunziro, Osati Kutumizidwa

Cholinga chachikulu cholembera mlangizi ndi maphunziro, kukonza dongosolo ndi njira, ndikuwongolera kulumikizana. Udindo wa mlangizi sikupereka lipoti mwezi ndi mwezi koma kumangodzipangira yekha ndikuchita nawo zomwe gulu limachita tsiku ndi tsiku.

Zabwino walangizi waluso wotsatsa Amadzaza mipata pakumvetsetsa ndi kumvetsetsa kwa omwe akutenga nawo gawo. Koma mwina sangagwire ntchitoyo kwa winawake. Ndipo tsiku lina, aliyense adzafunika kugwira ntchito bwino popanda mlangizi. 

Zotsatira zakulankhulana bwino ndikumasowa kusaka mfiti ndi kuloza zala. Ntchito isanayambe, anthu amagawana kukayika kwawo ndi mafunso ndi mamembala ena a gulu. Chifukwa chake, zovuta zambiri zimathetsedwa ntchito isanayambe. 

Tiyeni tiwone momwe zonsezi zimakhudzira gawo lovuta kwambiri pantchito yosanthula zotsatsa: kufotokozera kuyenda kwa data ndikuphatikiza deta.

Kodi Kapangidwe Koyankhulana Kakuyang'aniridwa Bwanji posamutsa ndikusintha?

Tiyerekeze kuti tili ndi magwero atatu omwe angatipatse izi: zambiri zamagalimoto, zambiri zamalonda pa-malonda / zogula kuchokera pulogalamu yakukhulupirika, ndi ma analytics a mafoni. Tidutsa magawo osakira deta m'modzi ndi m'modzi, kuyambira pa data yonse kupita ku Google Cloud mpaka kutumiza chilichonse kuti chiwonetsedwe Google Data Studio mothandizidwa ndi Google BigQuery

Kutengera chitsanzo chathu, ndi mafunso ati omwe anthu akuyenera kufunsa kuti atsimikizire kulumikizana momveka bwino mgawo lililonse lakukonza deta?

  • Gawo losonkhanitsira deta. Tikaiwala kuyeza china chake chofunikira, sitingathe kubwerera ndikuchiyesanso. Zinthu zofunika kuziganizira kale:
    • Ngati sitikudziwa zomwe tingatchule magawo ofunikira kwambiri ndi zosintha, titha kuthana ndi zovuta zonse?
    • Kodi zochitika zidzafotokozedwa motani?
    • Kodi chizindikiritso chazomwe mungasankhe chikuyenda bwanji?
    • Kodi tingasamalire bwanji chitetezo ndi chinsinsi? 
    • Tisonkhanitsa bwanji deta pomwe pali zolephera pakusonkhanitsa deta?
  • Kuphatikiza deta kumayenderera mumtsinje. Taganizirani izi:
    • Mfundo zazikuluzikulu za ETL: Kodi ndi gulu kapena njira yosamutsira deta? 
    • Kodi tingagwirizane bwanji mgwirizano wa kusamutsa kwamtsinje ndi batch? 
    • Kodi tingawasinthe bwanji mu schema yomweyo popanda kutaya ndi zolakwika?
    • Nthawi ndi kuwerengera nthawi: Kodi tingawone bwanji masitepe? 
    • Kodi tingadziwe bwanji ngati kukonzanso deta ndikuchita bwino kumagwira ntchito molondola mkati mwa timestampamp?
    • Kodi tingavomereze bwanji kugunda? Kodi chimachitika ndi chiani chosavomerezeka?

  • Gawo lowerengera deta. Zinthu zofunika kuziganizira:
    • Makonda apadera amachitidwe a ETL: Kodi tili ndi chiyani ndi zidziwitso zosavomerezeka?
      Chigamba kapena kuchotsa? 
    • Kodi tingapeze phindu kuchokera pamenepo? 
    • Kodi zingakhudze bwanji kuchuluka kwazosungidwa zonse?

Mfundo yoyamba pamadongosolo onsewa ndikuti zolakwitsa zimakhala pamwamba pa wina ndi mnzake ndikulandirana. Zambiri zomwe zimapezedwa ndi cholakwika pagawo loyamba zimapangitsa mutu wanu kuwotcha pang'ono magawo onse otsatira. Ndipo chachiwiri ndichakuti muyenera kusankha mfundo zakutsimikizirani zamtundu wa data. Chifukwa panthawi yophatikiza, zidziwitso zonse zidzasakanizidwa, ndipo simudzatha kusintha mtundu wazosakanizika. Izi ndizofunikira pamapulojekiti ophunzirira makina, pomwe mtundu wa data ungakhudze mtundu wazotsatira zamakina. Zotsatira zabwino ndizosatheka kupezeka ndi chidziwitso chotsika.

  • Kuwonetseratu
    Ili ndiye gawo la CEO. Mwina mwamvapo za izi pamene CEO akuyang'ana manambala omwe ali pa dashboard nati: "Chabwino, tili ndi phindu lochuluka chaka chino, kuposa kale, koma chifukwa chiyani magawo onse azachuma mdera lofiira ? ” Ndipo pakadali pano, ndichedwa kwambiri kuyang'ana zolakwikazo, chifukwa amayenera kuti adagwidwa kalekale.

Chilichonse chimakhazikika pazolumikizana. Ndi pamitu yakuchezera. Nachi chitsanzo cha zomwe ziyenera kukambidwa pokonzekera kutsatsa kwa Yandex:

Kutsatsa BI: Chipale chofewa, Google Analytics, Yandex

Mutha kupeza mayankho amafunso ambiri awa pamodzi ndi gulu lanu lonse. Chifukwa wina akapanga chisankho potengera kulingalira kapena lingaliro laumwini popanda kuyesa lingalirolo ndi ena, zolakwika zitha kuwoneka.

Zovuta zili paliponse, ngakhale m'malo osavuta.

Nachi chitsanzo china: Mukamatsata makadi azinthu, wofufuza akuwona cholakwika. Mumtundu wa hit, ziwonetsero zonse za zikwangwani zonse ndi makhadi azogulitsa zidatumizidwa pambuyo pakutsitsa tsamba. Koma sitingakhale otsimikiza ngati wogwiritsa ntchito adayang'anadi chilichonse patsamba. Wosanthulayo akubwera ku gulu kuti adzawafotokozere mwatsatanetsatane.

BI imanena kuti sitingathe kusiya zoterezi.

Kodi tingathe bwanji kuwerengera CPM ngati sitingakhale otsimikiza ngati malonda awonetsedwa? Kodi CTR yoyenerera yazithunzizo ndiye ndi iti?

Otsatsa amayankha:

Onani, aliyense, titha kupanga lipoti lowonetsa CTR yabwino kwambiri ndikuwatsimikizira motsutsana ndi chikwangwani chofananira kapena chithunzi m'malo ena.

Kenako opanga adzati:

Inde, titha kuthetsa vutoli mothandizidwa ndi kuphatikizika kwathu kwatsopano kutsata mosaka ndi kuwunika pamutu.

Pomaliza, opanga UI / UX akuti:

Inde! Titha kusankha ngati tifunikira mpukutu waulesi kapena wosatha kapena chikunja pomaliza!

Nazi njira zomwe timu yaying'onoyi idakumana nazo:

  1. Kufotokozera vuto
  2. Adawonetsa zovuta zamabizinesi vutoli
  3. Anayesa zotsatira zakusintha
  4. Anapereka zisankho zaumisiri
  5. Adapeza phindu losafunikira

Kuti athetse vutoli, ayenera kuwunika zosonkhanitsa kuchokera kuma kachitidwe onse. Yankho laling'ono m'mbali imodzi ya schema silingathetse mavuto abizinesi.

gwirizanitsani kapangidwe kake

Ndi chifukwa chake timayenera kugwira ntchito limodzi. Zambiri ziyenera kusonkhanitsidwa tsiku lililonse, ndipo ndizovuta kuti muchite izi. Ndipo fayilo ya Kusintha kwa deta kuyenera kukwaniritsidwa mwa Kulemba ntchito anthu oyenera, kugula zida zoyenera, ndikugwiritsa ntchito ndalama, nthawi, ndi kuyesetsa kuti pakhale kulumikizana koyenera, zomwe ndizofunikira kuti bungwe liziyenda bwino.

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