Nthano ya DMP mu Kutsatsa

malo opangira deta

Masamba Oyang'anira Deta (DMPs) adaonekera zaka zingapo zapitazo ndipo ambiri akuwawona ngati mpulumutsi wotsatsa. Apa, akuti, titha kukhala ndi "mbiri yagolide" yamakasitomala athu. Mu DMP, ogulitsa amalonjeza kuti mutha kusonkhanitsa zonse zomwe mukufuna kuti muwone kasitomala 360.

Vuto lokhalo - sizowona.

Gartner amatanthauzira DMP ngati

Mapulogalamu omwe amalowetsa deta kuchokera kuzinthu zingapo (monga zamkati CRM machitidwe ndi ogulitsa akunja) ndipo zimapangitsa kuti otsatsa apange zigawo ndi mipherezero.

Izi zimachitika kuti ogulitsa angapo a DMP amapanga maziko a Gartner's Magic Quadrant ya Malo Otsitsira Pamagetsi (DMH). Ofufuza za Gartner akuyembekeza kuti zaka zisanu zikubwerazi DMP isanduka DMH, ndikupereka:

Otsatsa ndi mapulogalamu omwe ali ndi mwayi wofananira ndi mbiri ya omvera, zomwe zili, zinthu mayendedwe, mameseji ndi wamba analytics imagwira ntchito yokonza ndikuwongolera makampeni amakanema ambiri, zokambirana, zokumana nazo komanso kusonkhanitsa deta pamanetiweki apaintaneti komanso kunja, zonse pamanja komanso mwadongosolo.

Koma ma DMP adapangidwa koyambirira mozungulira njira imodzi: ma intaneti otsatsa malonda. Ma DMP atafika pamsika koyamba, adathandizira mawebusayiti kupereka zabwino zonse pogwiritsa ntchito makeke kutsatira zomwe munthu akuchita pa intaneti mosadziwika. Kenako adasinthana ngati gawo la njira yogulira mapulogalamu, makamaka kuthandiza makampani kugulitsa gawo lina. Ndizabwino pacholinga chimodzi ichi, koma zimayamba kulephera akafunsidwa kuti achite kampeni zingapo zomwe zimagwiritsa ntchito makina kuphunzira njira yolunjika kwambiri.

Chifukwa chidziwitso chomwe chimasungidwa mu DMP sichidziwika, DMP itha kukhala yothandiza pakutsatsa kwapaintaneti. Sikuti zimangofunika kuti mudziwe kuti ndinu ndani kuti mugwiritse ntchito zotsatsa pa intaneti kutengera mbiri yanu yakusaka pa intaneti. Ngakhale zili zowona kuti otsatsa malonda amatha kulumikiza zambiri zamtundu woyamba, wachiwiri ndi wachitatu ndi ma cookie omwe amakhala mu DMP, ndi nyumba yosungiramo zinthu zokha osati china chilichonse. Ma DMP sangasunge zambiri monga zachibale kapena za Hadoop.

Chofunika kwambiri, simungagwiritse ntchito DMPs kusunga chilichonse chodziwikiratu (PII) - mamolekyulu omwe amathandizira kupanga DNA yapadera kwa makasitomala anu onse. Monga wotsatsa, ngati mukuyang'ana kuti mutenge deta yanu yoyamba, yachiwiri ndi yachitatu kuti mupange mbiri ya kasitomala wanu, ndiye kuti DMP siyingadule.

Pomwe tikuwonetseratu zamtsogolo ukadaulo wathu pazaka za intaneti (IoT), DMP siyingafanane ndi Dongosolo Lamakasitomala (CDP) kuti akwaniritse "mbiri yabwino" imeneyi. Ma CDP amachita china chapadera - amatha kujambula, kuphatikiza ndikuwongolera mitundu yonse yamakasitomala kuti athandizire kupanga chithunzi chonse (kuphatikiza machitidwe a DMP). Komabe, pamlingo wanji komanso momwe izi zakwaniritsidwira zimasiyanasiyana kwambiri kuchokera kwa ogulitsa kupita kwa ogulitsa.

Ma CDP adapangidwa kuchokera pansi kuti agwire, kuphatikiza ndikuwongolera mitundu yonse yamtundu wamtundu wamakasitomala, kuphatikiza zidziwitso zapa media media ndi IoT. Kuti izi zitheke, zimadalira ubale kapena machitidwe a Hadoop, kuwapangitsa kuti athe kuthana ndi kusefukira kwa data yomwe ikubwera mtsogolo pamene zinthu zambiri zogwiritsa ntchito IoT zibwera pa intaneti.

Ichi ndichifukwa chake Scott Brinker amalekanitsa ma DMP ndi ma CDP ake Kutsatsa Ukadaulo Wokongola Kwambiri. Omwe adayitanitsidwa mu tchati yake yolimbitsa thupi ya 3,900+ ndi magulu awiri osiyana ndi ogulitsa osiyanasiyana.

Kutsatsa Ukadaulo Lanscape

M'kalata yake yolengeza zojambulazo, Brinker akuwonetsa molondola kuti Malo Amodzi Owalamulira Onse lingaliro silinakwaniritsidwebe, ndipo zomwe zilipo m'malo mwake ndikulumikizana pamodzi papulatifomu kuti muchite ntchito zina. Otsatsa amatembenukira ku yankho limodzi la imelo, lina la intaneti, lina la deta ndi zina zotero.

Zomwe otsatsa amafunikira si nsanja yayikulu yomwe imachita zonse, koma nsanja ya data yomwe imawapatsa chidziwitso chomwe angafunike kuti apange zisankho.

Chowonadi nchakuti, onse a Brinker ndi a Gartner amakhudza china chomwe chikuyamba kutuluka: nsanja yowona. Omangidwa pama CDP, awa adapangidwa kuti azitsatsa zowona za omnichannel, kupatsa otsatsa zida zomwe angafunike kuti apange ndikuchita zisankho zoyendetsedwa ndi data munjira zonse.

Pamene amalonda akukonzekera mawa, adzafunika kupanga zisankho zogula zamapulogalamu awo lero zomwe zingakhudze momwe adzagwiritsidwire ntchito mtsogolo. Sankhani mwanzeru ndipo mudzakhala ndi nsanja yomwe ingathandize kubweretsa zonse pamodzi. Sankhani bwino ndipo mudzabwerera pa malo amodzi munthawi yochepa.

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