Ukuphishekela ukuqonda kanye nokuba yinkosi kwesibaluli ngaphakathi kokumaketha okuhlobene yinto okungekho brand okufanele inganaki uma ifisa ukuba nohlelo olukhiqiza imiphumela ebonakalayo. Kunesidingo esicindezelayo sokucaciswa kwamagama embonini, ikakhulukazi uma kukhulunywa ngezinqubo eziyinkimbinkimbi (futhi ezidingekayo) ezifana nokuchasisa.
Kule bhulogi, sizohlukanisa izici zokumaketha kwenkampani ukuze umkhiqizo wakho uqhubeke nokwenza izinqumo ezinolwazi zokuthuthukisa nokuthuthukisa imikhankaso yakho yokumaketha.
Uhlolojikelele kanye Nezisekelo
Isichasiso singaphezu nje kokujikijela amatemu afana ne-multi-touch attribution, izifundo zempilo, kanye nokubola kwesikhathi. Kumayelana nokwenza izinqumo ezinolwazi ezithinta iphuzu lakho elibalulekile. Kodwa okokuqala, ake sibhekisise ukuthi siyini isichasiso nokuthi sisebenza kanjani ngaphakathi kokumaketha okusebenzisanayo.
Yini i-Attribution?
I-Attribution, ngokwemibandela yokumaketha, kuwumkhuba wokuhlola izindawo lapho umthengi ahlangana khona ohambweni lwakhe lokwenza isinqumo sokuthenga. Umgomo wokugcina? Ukunquma ukuthi yimaphi amashaneli nemiyalezo esebenzisa ithonya elibaluleke kakhulu esinqumweni sokuguqula noma ukuthatha isinyathelo esilandelayo esifiselekayo.
Amamodeli ahlukahlukene esichasiso, afaka isichasiso sokuthinta okuningi, izifundo zokuphakamisa, ukuwohloka kwesikhathi, nokunye okwengeziwe, ahlinzeka ngemininingwane ekusebenzisaneni kwabathengi, okuvumela amaqembu okukhangisa ukuthi ahlanganise imikhankaso ukuze uthole imiphumela emihle.
Ukumodela kwesichasiso, isethi yemithetho yokunikeza ikhredithi kuma-touchpoints endleleni yokuguqula, kudinga indlela eguquguqukayo. Ezikhathini zesiyaluyalu, i-ROI iba ngohamba phambili kumabhrendi. Ngakho-ke, ukuhlola amamodeli ahlukene nokuqonda ukuthi ithrafikhi iguqulwa kanjani ibalulekile ekuphathweni ngempumelelo kohlelo kanye nokwenza kahle.
Ngabe I-Attribution Isebenza Kanjani?
Amapulatifomu afana ne-Google Analytics 4 (GA4) adlala indima ebalulekile ekutholeni idatha yomsebenzisi ngokusebenzisa omaka bekhasi. Ukuhlanganiswa kwephikseli ye-Google nesayithi lomkhiqizo kunika amandla ukuhlonzwa kwemithombo yethrafikhi, hhayi nje ngokombono wemali engenayo kodwa futhi kusukela kumsebenzisi kanye nokubuka komsebenzisi omusha.
Nokho, kubalulekile ukuqaphela ukuthi i-GA4 akuwona wodwa umthombo weqiniso.
Amanye amapulatifomu e-SaaS, afana ne-Rockerbox, afaka idatha ngendlela ehlukile, okwenza kudingeke ukuthi imikhiqizo iqonde umthombo wayo weqiniso. Abanye baze bathuthukise amamodeli angaphakathi esibaluli.
Ekumaketheni okusebenzisanayo, ukuthola ukuqonda okuphelele kwamamodeli angaphakathi kubalulekile ekuthuthukiseni uhlelo. Ukwabelana ngedatha ye-GA4 nozakwenu we-ejensi yokuthengisa izoqinisekisa indlela eqondaniswe kakhudlwana ekuphathweni kohlelo.
Ayini ama-UTM?
I-Universal Tracking Metrics (UTMs) yimingcele ekhanyisa imithombo yethrafikhi. Ukwengeza amapharamitha e-UTM kuzixhumanisi kuvumela amabhrendi ukuthi akhombe umthombo, okuphakathi, umkhankaso, nokuqukethwe okuhlotshaniswa nokuchofoza ngakunye. Lokhu akusizi nje kuphela ekuhlaziyeni okunembayo kodwa futhi kunikeza umbono obanzi wokusebenza kwesiteshi.
Ukubhekana Nokwehluka Kumasethi Edatha
Ukungezwani phakathi kwezinkundla zobuchwepheshe ezisebenzisanayo namasayithi ezinkampani zangaphandle njenge-GA4 kungavela ngenxa yezici ezihlukahlukene. Amamodeli esibaluli okuthintwa kokugcina kanye nokuchema okungokwemvelo kwe-Google kungaba nomthelela emiphumeleni. Eqinisweni, ozakwethu bekhuphoni nebha yamathuluzi bavame ukubhekana nokusatshalaliswa kabi ku-GA4.
Ukuqonda ama-outliers nokuhlaziya i-ROAS kuzosiza ukuvala leli gebe, okuzovumela umkhiqizo wakho ukuthi uthuthukise imikhankaso yokusebenzisana ngempumelelo kakhulu.
I-Attribution Amathrendi nokuhlaziya
Kunezici ezimbili ezibalulekile esingathanda ukugxila kuzo uma kukhulunywa ngesibaluli sokumaketha esihlobene:
1. Izinhlobo Zokubonakaliswa
Ukuqonda amamodeli ahlukene wokulinganisa kubalulekile. Ukuthinta kokuqala, ukuchofoza kokugcina, ukuthinta okuningi, ukubola kwesikhathi, namamodeli esichasiso ahambisanayo anikeza imininingwane eyingqayizivele ohambweni lwamakhasimende.
Izibuyekezo ze-GA4, okuhlanganisa iphesenti lesichasiso sokuguqulwa, zihlinzeka ngemibono ecashile. Nakuba ukusebenzisa isichasiso se-multi-touch kungase kube inkimbinkimbi, izinzuzo zako, ikakhulukazi ekuthuthukiseni nozakwethu bokuqukethwe, zinkulu.
2. Ukuqonda Ubudlelwano Besiteshi
Iziteshi ezithile ziyazuza ekuphusheni kwezinye izindawo, okubonisa uhlobo oluxhumene lweziteshi zokumaketha. Ukuhlaziya izindlela zokuguqula nokusebenzisa amathuluzi afana namafaneli eziteshi eziningi ku-GA4 kunikeza imininingwane yokuthuthukisa izinhlelo ezihambisanayo ngokuhambisana nemodeli yesichasiso yangaphakathi yomkhiqizo wakho.
Ukuze kuthuthukiswe ngempumelelo, kubalulekile ukuthi imikhiqizo isungule izincazelo zangaphakathi zesichasiso nemithombo yeqiniso. Lokhu kuqinisekisa ukuhambisana nama-KPIs ababambiqhaza ababalulekile, okuvumela imizamo ehlosiwe yokwenza kahle ethinta ngokuqondile izinjongo zebhizinisi.
Uma ucubungula amathrendi esibaluli sokumaketha nokuhlaziya, khumbula ukuthi le mininingwane izoshintshashintsha njengoba ukumaketha okuhlangene kuguquka. Ukuba nendlela ephelele neqhutshwa yidatha yokumaketha kuzosethela umkhiqizo wakho impumelelo yesikhathi eside.
Ukudlula ku-buzz nokuthola imiphumela
Ukuvula impumelelo kusichasiso sokumaketha esihlangene kuhlanganisa ukubambisana. Ukunikeza ithimba lakho labaphathi bohlelo lobulungu ngokufinyelela kuma-akhawunti ezibalo kubalulekile ekwenzeni izinqumo zamasu. Kubalulekile futhi ukuthola uzakwethu we-ejensi oweqa i-buzzwords futhi ozimisele ukucwila ekutheni iziteshi ezihlukene nokuthuthukisa kuzosithinta kanjani isiteshi sakho esingaphansi kwakho.
Ukuvumela ukuqonda emithonjeni engemuva yeqiniso kubalulekile ekuqondeni ukuthi yikuphi ukulungiselelwa okusebenza kangcono esiteshini sakho nokuthi ezinye iziteshi zingaba nomthelela kanjani ekusebenzeni kwenkampani ephethwe. Le ndlela yokuhlanganyela ihilela ukuqondanisa amamodeli wemfanelo, amathuluzi okusizakala, kanye nokuzuza ukuqonda okuphelele kokusebenza kohlelo.
Umthombo ovela accelerationpartners.com
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