Cov loj muaj lag luam qhauj ib txwm tsis-ua ntej lub caij nyoog los txhim kho productivity thiab lawv cov nyiaj. Txawm li cas los, qhauj muaj tau chav ua hauj lwm tsis zoo tawm hauv cov ntaub ntawv loj lawv sau. Ib daim ntawv ntsuam xyuas los xij nyob rau hauv 2012 rau 300 sab saum toj executives thiab tswj kom meej meej heev scientific struggles lub koom haum muaj tau txojkev tswj ntaub ntawv loj. Ntawm no yog cov margins, tabs ntawm daim ntawv ntsuam xyuas cov:
- 66% ntawm qhov cov neeg xav pib lub cuag ntawm cov cuab yeej analytics rau coob tus neeg hauv lawv lub koom haum.
- 59% ntawm cov neeg ntseeg tias moj khaum analytics txhua tus uas twb muaj lawm yog qeeb khiav cov ntaub ntawv muaj ntau heev.
- 57% ntawm cov neeg ntseeg tias lawv lub moj khaum analytics no tsis phim tus ceev uas loj cov ntaub ntawv no ntws mus rau hauv lawv lub network.
- 55% ntawm cov neeg ntseeg tias cov cuab yeej analytics yuav nyuab heev rau siv thiab yuav tsis muab cov lus qhia yooj yim-rau-to taub hom ntawv.
Qhov nws tshawb pom saum toj no kuj saib lub ntsab lug tseem ceeb dabtsi koom haum ntsej muag uas muaj cov ntaub ntawv loj. Txawm li cas los, txij thaum 2012, cov teeb meem muaj ua ntau, tshwj xeeb tshaj yog vim qhov ntawv loj ntim ntau heev ntawm ib tug poj ceev thiab vim tsis muaj tus cwj pwm uas ntau qhauj ntawm tswv yim tswj ntaub ntawv loj.
Txawm tias txoj kev sib tw xws li technical, rau tej cuab yeej hardware thiab software, no heev mas, tias koom haum tsis pab koj tuav loj cov ntaub ntawv nrog cov seriousness deserves nws. Uas nkawd ua qhov hauv paus teeb meem. Cov paragraphs hauv qab no qhia txog lub ntsiab lus lub ntsiab qhov mob uas muaj ntaub ntawv loj.
Txom nyem cwj pwm ntawm cov ntaub ntawv
Cov ntaub ntawv los xyuas dua loj zoo ua tau qhia li cas marketers saib cov ntaub ntawv loj loj thiab tej zaum nws. Thiab thiaj far, tus uas zoo yeej Corporate seriousness thiab li qub tas li. Raws li ib cov Harvard ua hauj lwm soj ntsuam tsab xov xwm, marketers seb cov ntaub ntawv kom loj xwb 11% ntawm cov neeg hais txog kev txiav txim siab. Thiab, Thaum txhua tus tshaj tawm thiab hype loj cov ntaub ntawv twb tau txais. Hais meej, cov lus thiab tej yam ua tsis yog raws li. Cov Harvard ua hauj lwm los xyuas pom tias cov marketers nram ntau rau lawv qhov hais txog cov neeg muas zaub thiab lawv tej kev kawm yav dhau los thiaj li txog ntawm kev txiav txim siab. Tsis tag rau cov ntaub ntawv mas yuav qhov khoom rau hauv lawv daim ntawv teev tag los. Qhov no yog ib faulty thiab ua outdated mindset. Piv txwv, Yog tias koj muag ib yam khoom targeted rau cov neeg nyob 60, koj yuav tsis xav muaj ib nplooj ntawv Facebook vim according rau koj kev, cov neeg tsis yuav siv Facebook. Tab sis, nyob rau hauv ib cheeb tsam nrov heev nthe ua lag ua luam, tej cov kev xav tau lawm puag zoo.
Muaj ib cov marketers uas yog obsessed excessively uas muaj ntaub ntawv. Lawv sawv cev rau lwm dimension uas txom nyem cov ntaub ntawv los xyuas dua. Pawg lossi tsom kwm thiab lem cov ntaub ntawv uas tau txais, excessively tsom rua kev txhawb ntau thiab tau txais distracted ntawm lub hom phiaj tseem ceeb yog txawm tsawg feem pua ntawm cov ntaub ntawv qhia ntsiab phiv. Cov neeg no tau derail tej ntaub ntawv los xyuas dua tej yaam num vim lawv hais rau nws qhov resetting txog cov hom phiaj thiab lub hom phaj uas yuav ua tau unsettling.
Cov ntaub ntawv loj Myths
Daim duab 1: Marketers thiab ntaub tsaj Myths
Faulty tej ntaub ntawv los xyuas dua uas zoo
Nyob rau hauv kev sib tham, Michael Nevski, Neeg pab tswv yim, Tej khoom siv thiab Shopper li – IRI cai tias koom haum yeej tsis them kev kub siab rau tej li cas rau cov kev siv zog. Nyob hauv koom haum ntau, li cas rau lawv yog understaffed thiab cov marketers muaj ua lwm yam ntawv uas tsis muaj feem rau cov ntaub ntawv. Li ntawd, yog tsis muaj siab rau kev tsom xam cov ntaub ntawv thiab kev txiav txim siab txiav txim siab raws li tej ntaub ntawv bandwidth. Tus nab npawb ntawm cov marketers muaj focusing ntau heev txog khoom tswj tej yam ntim thiab labeling. Yuav kho cov ntaub ntawv sib sib zog nqus tsom xam thiab neeg insights, cov koom haum no outsourcing ntawd txav mus rau lwm tus neeg cov neeg muag khoom. Uas zoo no yuav tsis muab tej ntaub ntawv ua se rau peev (RoI) Yog hais tias cov kev tag nrho tsis los zoo. Ua ntej, kuj muaj ntau lub koom haum saib outsource tsom xam cov ntaub ntawv rau cov neeg zov menyuam lwm-tus neeg. Qhov no tej zaum yuav tiv thaiv tus marketers nyob rau hauv lub koom haum kom loj hlob txawj paub txog cov ntaub ntawv loj. Yog hais tias lub koom haum reliant nrog rau kev tsom xam cov ntaub ntawv thiab insights cov kev pab lwm-tus neeg, ces nws yuav tsum kom paub tseeb tias tus thib to taub nws cov hom phiaj thiab lub hom phaj thiab aligns tej yam nws yuav ua kom haum. Qhov no yuav, Piv txwv, yog ua los ntawm cov vendor tuaj koom rau txhua lub limtiam thiab txhua hli sib tham nrog tus li pab ua ke.
Tus CMO yuav tsum ua tib zoo tag nrho li kev txiav txim siab makers thiaj li saib tau cov ntaub ntawv thiab khiav lub tsom xam thiab insights tsis tu ncua.
Yuav tsum tau rau kev tsom xam cov ntaub ntawv dua ntais
txhua hnub, koj cov ntaub ntawv capture moj khaum yog muab tagnrho enormous ntawm cov ntaub ntawv los ntawm ntau qhov chaw — kev tawm, sensors, xovtooj ntawm tes, cov ntaub ntawv lw, thiab ntau ntxiv. Cov ntaub ntawv yuav muab tiam sis nws yuav muab pov thawj pab tau xwb thaum koj ua ntaub ntawv thiab txheeb xyuas cov ntaub ntawv ceev nrooj mus nce nqis, cov insights. Needless hais, koj xav tau ntaub ntawv txawm capture thiab analytics moj khaum ua li no.
Txhais cov ntaub ntawv
Cov ntaub ntawv visualization mus ua si ib qho tseem ceeb nyob hauv txhais cov ntaub ntawv. Cov ntaub ntawv visualization, Yog hais tias koj tsis paub twb, yog cov qhia txog hom ntawv pictorial thiab graphical. Qhov no obviously ua kom to taub cov lus qhia yooj yim. Txawm li cas los, ua ntaub ntawv visualization, cov ntaub ntawv yuav tsum ua ntej luag to taub hauv ib zaj ua txhawb. Piv txwv, Yog tias cov ntaub ntawv yog sourced los ntawm kev tawm, ces tas yuav to taub los yog decipher ua ntej cov neeg xav tau kev pab. Ces tsuas yuav koj hais cov ntaub ntawv ib hom ntawv to taub li.
Pab cov ntaub ntawv tsis zoo
Cov ntaub ntawv tsis zoo yog qhov tseem ceeb sib tw koj fim thaum koj yuav mus ua ntaub ntawv visualization. Koj cov ntaub ntawv capture moj khaum yuav tau sau cov ntaub ntawv los ntawm ntau qhov chaw thiab seb qhov zoo tshaj ntawm cov filtering koj cov cuab yeej siv, tej zaum yuav muaj tsawg heev filtering rau tej ntawv zoo. Xws li, koj nkim sij hawm khiav thiab weeding tawm redundant ntaub ntawv ntau. Li ntawd, koj muaj sij hawm poob tawm on. Txawm tias koj yuav tau ua zoo ntawv visualization tom qab, koj yuav twb muaj coob lub sij hawm zoo thiab koj cov competitors muaj edged koj.
Ua cov ntaub ntawv muaj nqis
Nws yog ib tug loj sib tw kom muaj ntaub ntawv qha tshwj xeeb tshaj yog vim muaj cov loj loj tagnrho ntawm sau khaws cia. Piv txwv, Yog tias koj xav tau kom tso saib 20 billion natwm cov khw muag khoom cov lus qhia uas koj tau tso saib, tus neeg siv yuav nrhiav tau ib yam nyuaj heev los muab kev txiav txim zoo hauv nws. Koj muaj thij cov lus rau hauv ib pawg me thiab zajlus kom kom lawv tuaj mus rau cov neeg tuaj saib. Nyob rau tej ib txoj kev, rau cov neeg tuaj saib yuav mus saib tau cov ntaub ntawv uas luag xav muas.
Teeb meem txog kev ruaj ntseg
Nrog cov huab infrastructure kab puas siv tau rau txhua leej txhua tus, koom haum yog qhia storing lawv cov ntaub ntawv loj mus ua huab. Vim yog cov huab cia puas siv tau los ntawm qhov twg uas muaj ib qhov kev zoo sib xws Internet, qhov no yog qhib thoj, txoj kev sib tw ruaj ntseg sophisticated. Vim tias loj cov ntaub ntawv sau los ntawm ntau yam, Nws yog ib tug sib tw kom paub tseeb tias cov ntaub ntawv los tseem ruaj. Loj cov ntaub ntawv yuav tau manipulated thaum lub sijhawm khiav mas vim cov cuab yeej loj cov ntaub ntawv ua zoo ib yam li Hadoop thiab NoSQL yeej tsis muas thaum chiv thawj tsim nrog kev ruaj ntseg hauv siab. Li ntawd, cov koom haum yuav ntsib txoj kev ua hauj lwm hauv kev ntsuas nrog cov loj thiab txav kev ruaj ntseg thiab xwb.
Txoj kev
Loj cov ntaub ntawv yog ib lub loj loj rau cov lag luam qhauj tab sis lawv yuav tsum mloog ntxiv mus seb lawv saib cov ntaub ntawv loj loj thiab nws cov txheeb, tshwj xeeb li cas rau lawv. Lawv yuav rhuav tshem ntawm plab thiab kev-uas tau tsav li cas rau txim thiab khi ntau qhia tsoom. Thaum lawv ua li no, rau lwm txoj kev sib tw thiaj yuav yooj yim dua overcome.
