Momwe Kukhazikika Kwamabungwe Kumaonjezera Phindu Kumachitidwe Anu Otsatsa

Kodi Entity Resolution mu Marketing Data ndi chiyani

Chiwerengero chachikulu cha ogulitsa B2B - pafupifupi 27% - amavomereza zimenezo deta yosakwanira yawawonongera 10%, kapena nthawi zina, zochulukirapo pakuwonongeka kwapachaka.

Izi zikuwonetsa bwino vuto lalikulu lomwe otsatsa ambiri masiku ano akukumana nalo, ndikuti: kutsika kwa data. Zosakwanira, zosoweka, kapena zosawoneka bwino zitha kukhala ndi vuto lalikulu pakutsatsa kwanu. Izi zimachitika chifukwa pafupifupi njira zonse zamadipatimenti pakampani - koma makamaka kugulitsa ndi kutsatsa - zimalimbikitsidwa kwambiri ndi data ya bungwe.

Kaya ndi mawonekedwe athunthu, 360 a makasitomala anu, otsogolera, kapena ziyembekezo, kapena zidziwitso zina zokhudzana ndi malonda, zopereka zautumiki, kapena malo adilesi - kutsatsa ndi komwe zimakumana. Ichi ndichifukwa chake otsatsa amavutikira kwambiri kampani ikapanda kugwiritsa ntchito njira zoyendetsera bwino za data popitilira mbiri ya data ndikukonza mtundu wa data.

Mu blog iyi, ndikufuna kubweretsa chidwi ku vuto lomwe limapezeka kwambiri pamtundu wa data komanso momwe limakhudzira njira zanu zotsatsa; tidzayang'ana njira yothetsera vutoli, ndipo potsiriza, tidzawona momwe tingakhazikitsire mosalekeza.

Kotero, tiyeni tiyambe!

Vuto Lalikulu Lambiri Lazinthu Zomwe Otsatsa Amakumana Nazo

Ngakhale, kusakhala bwino kwa deta kumayambitsa mndandanda wautali wazovuta kwa ogulitsa pakampani, koma atapereka mayankho a data kwa makasitomala 100+, vuto lodziwika bwino la data lomwe tawonapo anthu akukumana nalo ndi:

Kupeza mawonekedwe amodzi azinthu zazikuluzikulu za data.

Nkhaniyi imawonekera pamene zolemba zobwereza zimasungidwa ku bungwe lomwelo. Apa, mawu akuti bungwe angatanthauze chilichonse. Nthawi zambiri, pazamalonda, mawu oti bungwe angatanthauze: kasitomala, kutsogolera, chiyembekezo, malonda, malo, kapena china chake chomwe chili chofunikira kwambiri pakutsatsa kwanu.

Zotsatira Zakubwereza Zobwereza Pamayendedwe Anu Otsatsa

Kukhalapo kwa zolemba zobwereza m'ma dataset omwe amagwiritsidwa ntchito pazamalonda kumatha kukhala vuto lalikulu kwa wogulitsa aliyense. Mukakhala ndi zolemba zobwereza, zotsatirazi ndizochitika zazikulu zomwe mungakumane nazo:

  • Kuwononga nthawi, bajeti, ndi zoyesayesa - Popeza deta yanu ili ndi zolemba zambiri zamabungwe omwewo, mutha kuwononga nthawi, bajeti, ndi zoyesayesa kangapo kwa kasitomala yemweyo, chiyembekezo, kapena kutsogolera.
  • Sitingathe kuwongolera zochitika zanu - Zolemba zobwereza nthawi zambiri zimakhala ndi zidziwitso zosiyanasiyana za bungwe. Ngati mudachita kampeni yotsatsa pogwiritsa ntchito malingaliro osakwanira kwa makasitomala anu, mutha kupangitsa makasitomala anu kumva kuti sakumva kapena kukumvetsetsani.
  • Malipoti olakwika a malonda - Ndi mbiri yobwerezabwereza, mutha kupereka malingaliro olakwika pazamalonda anu ndi kubwerera kwawo. Mwachitsanzo, mudatumiza maimelo otsogolera 100, koma adangolandira mayankho kuchokera ku 10 - zitha kukhala kuti 80 okha mwa 100 anali apadera, ndipo ena onse 20 anali obwereza.
  • Kuchepa kwa magwiridwe antchito komanso magwiridwe antchito - Mamembala a gulu akatenga deta ya bungwe linalake ndikupeza zolemba zingapo zomwe zasungidwa kumadera osiyanasiyana kapena zosonkhanitsidwa pakapita nthawi pamalo omwewo, zimakhala ngati chotchinga chachikulu pantchito yogwira ntchito. Ngati izi zimachitika pafupipafupi, ndiye kuti zimakhudza magwiridwe antchito a bungwe lonse.
  • Sitinathe kutembenuza molondola - Ngati mumajambulitsa mlendo yemweyo ngati watsopano nthawi zonse akamayendera malo anu ochezera kapena patsamba lanu, zidzakhala zosatheka kuti musinthe zolondola, ndikudziwa njira yeniyeni yomwe mlendoyo adatsata kuti atembenuke.
  • Maimelo akuthupi ndi apakompyuta omwe sanatumizidwe - Ichi ndiye chotsatira chodziwika bwino cha zolemba zobwereza. Monga tanenera kale, mbiri yobwerezedwa iliyonse imakhala ndi mawonekedwe ang'onoang'ono a bungwe (ndichifukwa chake zolembedwazo zidakhala ngati zobwereza muzosunga zanu poyamba). Pachifukwa ichi, zolemba zina zitha kukhala ndi malo omwe akusowa, kapena zidziwitso zolumikizirana, zomwe zingapangitse maimelo kulephera kutumiza.

Kodi Entity Resolution ndi chiyani?

Chisankho cha bungwe (ER) ndi njira yodziwira ngati zolozera kuzinthu zenizeni zikufanana (gulu lomwelo) kapena osafanana (mabungwe osiyanasiyana). Mwa kuyankhula kwina, ndi njira yozindikiritsira ndikugwirizanitsa zolemba zambiri ku bungwe lomwelo pamene zolembazo zikufotokozedwa mosiyana ndi mosiyana.

Entity Resolution and Information Quality ndi John R. Talburt

Kukhazikitsa Kukhazikika Kwamabungwe M'magawo Anu Otsatsa

Popeza mwawona zoyipa zomwe zimabwerezedwa pakuchita bwino kwa malonda anu, ndikofunikira kukhala ndi njira yosavuta, koma yamphamvu, kuphatikiza ma dataset anu. Apa ndi pamene ndondomeko ya kusamvana imabwera mkati. Mwachidule, kusamvana kumatanthawuza njira yodziwira ma rekodi omwe ali m'gulu lomwelo.

Kutengera ndizovuta komanso mtundu wamtundu wa dataset, njirayi imatha kukhala ndi masitepe angapo. Ndikutengerani mu sitepe iliyonse ya ndondomekoyi kuti mumvetsetse zomwe zikutanthawuza.

Zindikirani: Ndigwiritsa ntchito mawu akuti 'entity' ndikufotokozera njira yomwe ili pansipa. Koma njira yomweyi imagwiranso ntchito ndipo ndizotheka kwa bungwe lililonse lomwe likukhudzidwa ndi malonda anu, monga kasitomala, mtsogoleri, chiyembekezo, adilesi yamalo, ndi zina.

Masitepe mu Njira Yothetsera Mabungwe

  1. Kusonkhanitsa ma data a mabungwe omwe amakhala m'malo osiyanasiyana - Ichi ndi sitepe yoyamba ndi yofunika kwambiri ya ndondomekoyi, kumene mumazindikira kumene ndendende zolemba za bungwe zimasungidwa. Izi zitha kukhala zomwe zimachokera ku zotsatsa zapa social media, traffic traffic, kapena zojambulidwa pamanja ndi ogulitsa kapena ogulitsa. Magwero akadziwika, zolemba zonse ziyenera kusonkhanitsidwa pamalo amodzi.
  2. Kufotokozera zolemba zophatikizidwa - Zolembazo zikasonkhanitsidwa pamodzi mu dataset imodzi, tsopano ndi nthawi yoti mumvetsetse deta ndikuwulula zobisika za kapangidwe kake ndi zomwe zili. Mbiri ya data imasanthula deta yanu ndikuwona ngati misinkhu ya data ndi yosakwanira, mulibe kanthu, kapena amatsata ndondomeko ndi mawonekedwe olakwika. Kulemba mbiri yanu kumavumbula zina zotere, ndikuwunikira mwayi woyeretsa deta.
  3. Kuyeretsa ndi kulinganiza zolemba za data - Mbiri yakuzama ya data imakupatsirani mndandanda wazinthu zomwe mungayeretse komanso kusanja deta yanu. Izi zingaphatikizepo masitepe odzaza deta yomwe ikusowa, kukonza mitundu ya deta, kukonza machitidwe ndi maonekedwe, komanso kugawa magawo ovuta kukhala zigawo zazing'ono kuti mufufuze bwino deta.
  4. Kufananiza ndi kulumikiza zolemba za bungwe lomwelo - Tsopano, zolembedwa zanu zakonzeka kufananizidwa ndikulumikizidwa, kenako malizani zomwe zili m'gulu lomwelo. Izi nthawi zambiri zimachitika pokhazikitsa ma aligorivimu amakampani kapena ofananiza omwe amafanana ndendende ndi zomwe zimazindikirika, kapena zofananira mophatikizana ndi zomwe bungwe. Ngati zotsatira za ma aligorivimu ofananira zili zolakwika kapena zili ndi zotsimikizira zabodza, mungafunike kusintha ma algorithm kapena kuyika pamanja mafananidwe olakwika ngati obwereza kapena osakhalanso.
  5. Kukhazikitsa malamulo ophatikiza mabungwe kukhala zolemba zagolide - Apa ndipamene kuphatikiza komaliza kumachitika. Mwina simukufuna kutaya zambiri za gulu lomwe lasungidwa m'marekodi onse, ndiye kuti sitepeyi ndi yokhudza kukonza malamulo oti musankhe:
    • Kodi mbiri yabwino kwambiri ndi iti ndipo zobwereza zake zili kuti?
    • Ndi zikhumbo ziti zochokera ku zobwereza zomwe mukufuna kuzitengera ku master record?

Malamulowa akakonzedwa ndi kukhazikitsidwa, zotsatira zake zimakhala zolemba zagolide zamabungwe anu.

Khazikitsani Chikhazikitso Chokhazikika cha Entity Resolution Framework

Ngakhale tidadutsa njira yosavuta yothanirana ndi mabizinesi muzotsatsa zamalonda, ndikofunikira kumvetsetsa kuti izi ziyenera kuwonedwa ngati njira yopitilira gulu lanu. Mabizinesi omwe amaika ndalama kuti amvetsetse deta yawo ndikukonza zovuta zake zazikulu amakhazikitsidwa kuti atukuke kwambiri.

Kuti mukhazikitse njira zotere mwachangu komanso mosavuta, mutha kupatsanso ogwiritsa ntchito deta kapena ogulitsa pakampani yanu mapulogalamu osavuta kugwiritsa ntchito, omwe angawatsogolere panjira zomwe tazitchula pamwambapa.

Pamapeto pake, titha kunena mosabisa kuti deta yaulere yobwereza imagwira ntchito yofunika kwambiri pakukulitsa ROI yazamalonda ndikulimbitsa mbiri yamtundu panjira zonse zotsatsa.