Ngaphambilini, abathengisi bathatha izinqumo mayelana nokuthi yiziphi izinto okufanele bazithengise, ukuthi bazozithengisa kuphi, ukuthi singakanani isitoko okufanele sigcinwe, futhi nini ukushintsha izintengo ngokusekelwe kokuhlangenwe nakho kwabo nokuqondisisa kwabo. Nakuba abathengisi abaningi beziqhenya ngomzwelo wabo wemvelo, ukuthembela kubo kuphela akusanele, ikakhulukazi ngezilinganiso eziqinile zenzuzo. Okuthandwayo kwabathengi kushintsha ngokushesha, futhi abathengisi abakwazi ukulandelela zonke izici zemakethe ngokunembile.
Idatha analytics isofthiwe ingasiza abathengisi benze izinqumo ezingcono futhi ezinenzuzo eyengeziwe ngokuthuthukisa noma ukulungisa ukuqagela kwabo okufundile. Ufuna ukwazi okwengeziwe ngayo? Lo mhlahlandlela wabaqalayo uzobonisa amabhizinisi konke adinga ukukwazi mayelana nezibalo zokuthengisa kanye nezindlela zakhona ezihamba phambili.
Okuqukethwe
Izibalo zokuthengisa: kuyini, futhi yiziphi izinzuzo zako kumabhizinisi?
Izinhlobo ezingu-4 zokuhlaziya idatha yokudayisa
Izindlela ezi-5 ezihamba phambili zokusiza amabhizinisi ukuthi azuze okuningi kuzibalo zokuthengisa
Izinhlobo zamathuluzi abathengisi abangazisebenzisa ukuhlaziya okudayisa
Amazwi wokugcina
Izibalo zokuthengisa: kuyini, futhi yiziphi izinzuzo zako kumabhizinisi?
Izibalo zokuthengisa zisebenzisa isofthiwe ukuqoqa nokuhlaziya idatha evela ezitolo ezibonakalayo, izitolo ze-inthanethi, namakhathalogi ukusiza abathengisi baqonde ukuziphatha kwamakhasimende namathrendi okuthenga. Lolu lwazi lungathuthukisa izinqumo zentengo, impahla, ukumaketha, ukubekwa komkhiqizo, kanye nokusebenza kwesitolo ngokusebenzisa ama-algorithms aqagelayo kudatha evela kokubili ngaphakathi kwebhizinisi (njengemilando yokuthengwa kwamakhasimende) kanye nemithombo yangaphandle (njengezibikezelo zesimo sezulu).
Izibalo zokuthengisa zingaphinda zilinganise ukwethembeka kwekhasimende, amaphethini okuthenga amabala, ukufunwa kwesimo sezulu, futhi kuthuthukise izakhiwo zesitolo. Isibonelo, kusiza abathengisi ukuthi babeke izinto ezithengwa ndawonye njalo emashalofini futhi banikeze izaphulelo eziqondene nawe kumakhasimende avamile, okuholela ekuthengeni okukhulu nokuvakasha okwengeziwe.
Izinzuzo zokusebenzisa izibalo zokuthengisa zebhizinisi
Ukunciphisa ukuphela kwesitoko nezaphulelo
Ngokuqonda izitayela zokufunwa, abathengisi bangakwazi ukubeka inani elifanele lemikhiqizo. Isibonelo, izibalo zingabonisa ukuthi isidingo sehla ngokushesha kangakanani kuma-elekthronikhi wabathengi okuthonywa inkundla yezokuxhumana, ukusiza abathengisi bagweme ukugcwala ngokweqile kanye nesaphulelo esikhulu.
Ukuthuthukisa ukwenza kube ngokwakho
Izibalo zisiza abathengisi baqonde ukuthi amakhasimende abo athanda ini, okubavumela ukuthi bathwebule ukuthengisa okwengeziwe. Isibonelo, umthengisi wezincwadi angasebenzisa umlando wokuthenga ukuze azise amakhasimende anentshisekelo kumlando waseMelika mayelana nencwadi entsha yesazi-mlando u-Ron Chernow etholakalayo ukuze i-odwe ngaphambili.
Ukuthuthukisa izinqumo zentengo
Ukuhlaziywa kwedatha kungasiza abathengisi bahlele izintengo ezihamba phambili ngokucabangela izici ezifana nezinqola zokuthenga ezilahliwe, izintengo zezimbangi, nezindleko zomkhiqizo. Lokhu kuqinisekisa ukuthi izintengo aziphezulu kakhulu noma aziphansi kakhulu, okwandisa inzuzo.
Ukuthuthukisa ukwabiwa komkhiqizo
Izibalo zingaqondisa abathengisi ukuthi bayithumela kuphi imikhiqizo, behlise izindleko zokuthutha ezingadingekile. Isibonelo, umthengisi wezingubo zezemidlalo angakwazi ukusebenzisa izibalo ukuze abone ukuthi ngisho nokwehla kwezinga lokushisa kancane kwandisa ukuthengiswa kwehembe langaphansi elishisayo, ukuze bakwazi ukuthumela okwengeziwe ezindaweni ezibandayo.
Izinhlobo ezingu-4 zokuhlaziya idatha yokudayisa
Izibalo ezichazayo
Izibalo ezichazayo zibheka ukusebenza kwangaphambilini ukuze kuphendule imibuzo eyisisekelo njengokuthi “bangaki,” “nini,” “kuphi,” kanye nokuthi “yini.” Kuyisisekelo samathuluzi obuhlakani bebhizinisi namadeshibhodi abonisa imibiko evamisile ekuthengisweni nasekufakweni kwempahla.
Izibalo zokuxilonga
Izibalo zokuxilonga zisiza ukuthola izimbangela zezinkinga ezithinta ukusebenza. Ukuhlanganisa idatha evela emithonjeni ehlukahlukene, njengempendulo yekhasimende, imiphumela yezezimali, namamethrikhi okusebenza, kunikeza abathengisi ukuqonda okujulile kwezinkinga zabo.
Izibalo zokubikezela
Izibalo eziqagelayo zibikezela izehlakalo zesikhathi esizayo ngokuhlaziya isimo sezulu, izitayela zezomnotho, izinkinga ze-supply chain, kanye nokuncintisana. Ngokuvamile kuhilela izimo zokuthi "kuthiwani-uma", njengokubikezela ukuthi ukunikeza isaphulelo esingu-10% kuzoba ngaphezu kwesaphulelo esingu-15% noma ukulinganisa ukuthi isitoko sizophela nini ngaphansi kwezimo ezihlukile.
Izibalo ezibekiwe
Izibalo ezinqunyiwe zisebenzisa i-AI nedatha enkulu ukuncoma izenzo ezisekelwe emiphumeleni ebikezelwe. Isibonelo, ingaphakamisa okunikezwayo kwabasebenzeli besevisi yamakhasimende, njengokuthengisa okusekelwe emlandweni wokuthenga noma ukuthengisa ngokuphambene ukuze kubhekwane nemibuzo emisha yamakhasimende.
Izindlela ezi-5 ezihamba phambili zokusiza amabhizinisi ukuthi azuze okuningi kuzibalo zokuthengisa
1. Thembela kudatha yekhasimende
Amakhasimende abelana ngolwazi oluningi mayelana nalokho abakufunayo nabakudingayo. Abathengisi abahamba phambili basebenzisa le datha ukuze babone amathrendi futhi baqonde kangcono amakhasimende abo. Bahlanganisa idatha evela ezinhlelweni zokwethembeka, e-commerce, amasistimu e-POS, neminye imithombo, okuhlanganisa idatha ethengwe kubadayisi.
Ngokuvamile, ochwepheshe bahlukanisa idatha yekhasimende ibe ulwazi lwabantu, okwenziwayo, ukuziphatha, nolwazi lwezengqondo. Abathengisi baqala ngokuqoqa idatha eyisisekelo yezibalo bese benwebela kwezinye izinhlobo. Bahlukanisa phakathi “kwabathengi” (abantu abathenge kubo) kanye “nabathengi” (abathengi okungenzeka). Idatha yabathengi isiza “ekumodeleni okufana”—ngokwesibonelo, uma u-Mark eyikhasimende elihle, umthengisi ufuna abantu abaningi abafana no-Mark futhi abaqondise ngezipesheli.
2. Sebenzisa amathuluzi okubona ngeso lengqondo
Amashadi, amagrafu, namadeshibhodi, izakhi ezivamile kusofthiwe ye-BI, zibalulekile ekuqondeni idatha nokwenza izinqumo ezihlakaniphile. Asebenza kakhulu kunokubheka nje imigqa namakholomu edatha. Lawa mathuluzi futhi avumela abasebenzisi bebhizinisi ukuthi bafinyelele izibalo ngokuqondile ngaphandle kokulinda i-IT ukuthi idale imibiko futhi iqhube imibuzo.
3. Bheka imithombo yedatha eyahlukene
Ukubheka imithombo yedatha ehlukene, njengezinombolo zokuthengisa, idatha yekhasimende elidala, namazinga esitoko, kusiza izitolo ziqonde ibhizinisi lazo kangcono. Kungani? Lezi zinombolo zivame ukuxhunywa ngandlela thize. Isibonelo, izitolo zingaxhuma idatha yesitolo nemininingwane yomkhiqizo ukuze zinqume isakhiwo sesitolo esingcono kakhulu sokuguqula izivakashi zibe abathengi.
Ukuhlola amaleveli esitoko kuqinisekisa ukuthi kunemikhiqizo eyanele ehambisana nesakhiwo sesitolo. Izitolo kufanele futhi zikhumbule ukuthi amathuluzi ahlukene angase achaze idatha ngezindlela ezihlukahlukene, ezingaholela emaphutheni uma zingalungiswa. Lesi yisizathu esihle sokusebenzisa inkundla eyodwa kuyo yonke idatha yokudayisa esikhundleni sokukhetha ithuluzi elingcono kakhulu lomsebenzi ngamunye.
4. Landelela izinombolo ezibalulekile
Ukubuka izinombolo ezibalulekile kusiza izitolo ukuthi zibone ukuthi ziqhuba kahle kangakanani futhi zithole izindlela zokuthuthuka. Izitolo eziphumelela kakhulu zibheka lezi zinombolo masonto onke, ziqhathanise nesonto eledlule. Lokhu kuqala ngokubheka ukuthi kwenzekeni (njengezinto ezithile ezithengisa kancane) bese uthola ukuthi kungani kwenzekile (njengokuphelelwa isitoko).
5. Gxila emigomweni eyinhloko
Akufanele kulinganiswe yonke into. Abathengisi banamathuluzi amaningi amasha nedatha, kodwa kufanele bakhethe ngokuhlakanipha noma engozini abenzi bezinqumo abeqisayo. Kunalokho, kufanele baqale bathole izindawo ezibalulekile ezingathuthukisa ngokushesha ibhizinisi. NgokukaMcKinsey, ama-analytics angcono kakhulu axazulula inkinga ethile futhi aholele emiphumeleni ecacile.
Izinhlobo zamathuluzi abathengisi abangazisebenzisa ukuhlaziya okudayisa
Izibalo zokuthengisa zisebenzisa idatha eqoqwe ezitolo namawebhusayithi ngamathuluzi ahlukahlukene, okuhlanganisa nalawa alandelayo:
1. Izinhlelo zokudayisa (POS).
Lawa masistimu alandelela futhi aphathe okwenziwa ngamakhasimende. Bahlinzeka ngedatha kulokho amakhasimende akuthengayo futhi bangadala imibiko yokuthengisa namathrendi.
2. Isofthiwe yokuphatha ubudlelwano bekhasimende (CRM).
Le software ilawula ukuthengisa, ukumaketha, isevisi yamakhasimende, nezinqubo ze-inthanethi. Abathengisi bayisebenzisela ukulandelela ukusebenzisana kwamakhasimende, ukugcina ulwazi mayelana namakhasimende, nokuthola amathuba amasha okuthengisa nawokumaketha.
3. Amathuluzi e-Business intelligence (BI).
Amathuluzi e-BI ahlanganisa idatha evela emithonjeni ehlukene ukuze alandelele izinkomba zokusebenza ezibalulekile njengokwethembeka kwekhasimende, inzuzo yempahla, namazinga okuthengisa. Bangakwazi ukukhiqiza imibiko yabaphathi nabanye abenza izinqumo.
4. Izinhlelo zokuphathwa kwempahla
Le softhiwe ilandelela amazinga esitoko ezitolo nasezindaweni zokugcina impahla, ibikezela isidingo, futhi isiza ekunqumeni ukuthi zigcinwa kuphi izinto ukuze kwehliswe izindleko futhi kuhlangatshezwane nezidingo zamakhasimende.
I-5. Ukuhlaziywa kokubikezela
Lolu hlobo lwezibalo lusebenzisa idatha edlule ukuze lubikezele amathrendi nokuziphatha kwesikhathi esizayo. Izinhlobo eziyinhloko zezibalo zokuthengisa ziyachaza, zokuxilonga, ezibikezelayo, nezichazayo. Lokhu kusiza ukukhomba amathuba okukhula kanye namaqembu amasha wamakhasimende.
Amazwi wokugcina
Izibalo zokuthengisa ziyingxenye ebalulekile yanoma yiliphi ibhizinisi elenza ukuthengisa. Kuyasiza ukulandelela ibhizinisi nokwenza izibikezelo zesikhathi esizayo ukugwema ukuphela kwesitoko nezinye izimo ezilimazayo. Nakuba ukuthembela ekwazisweni kwakuyinto evamile, ukuhlaziya okuthengiswayo kuhamba kancane (kodwa ngokuqinisekile) kukuqeda. Idatha ngo-2024 ayifani neminyaka engu-20 noma engu-10 edlule, ngakho abathengisi kufanele baguquke uma befuna ukuphatha yonke idatha engenayo nephumayo.
