Gupima ibicuruzwa no kugurisha ibisubizo mubukangurambaga bumwe gusa mubisanzwe ni inzira yoroshye: guhitamo intego yerekana imikorere yumuyoboro runaka hanyuma ukabara ROI. Ariko tuvuge iki mugihe umukiriya akora ubushakashatsi kubicuruzwa kurubuga rwawe, abaza umucuruzi mububiko bwumubiri, arangije kugura binyuze muri porogaramu? Muri rusange, buri kintu cyose gikoraho kibarwa - kandi uyu muyoboro uhuza, nubwo ufite agaciro mugutanga ibisubizo byinshi, bituma gupima inyungu kubushoramari bigoye cyane.
Mu rwego rusange, ROI isuzuma umubare wamafaranga yagaruye igikorwa gihuza imiyoboro myinshi, yaba iyumubiri cyangwa / cyangwa numubare, byakozwe mubijyanye nishoramari ryakozwe. Ariko, mugihe mubukangurambaga bwumuyoboro umwe birashoboka guhuza byimazeyo ishoramari no kugaruka, mugihe hariho imiyoboro myinshi igamije, kugaruka biva mubiterane byimikoranire ahantu hatandukanye, akenshi hamwe nurugendo rurerure kandi rutari umurongo - ibyo bikaba ari umurimo utoroshye kubigo byinshi.
Kurenga kugoye gusuzuma ingaruka zituruka kumiyoboro inyuranye, ni ngombwa nanone gutekereza ku zindi mbogamizi zikomeye muri uru rugendo: guhuza amakuru, kuko buri muyoboro ukusanya amakuru muburyo butandukanye no mubipimo; kugaragara k'urugendo rwuzuye, kubera ko ibice byuburambe akenshi bitandikwa muburyo bukurikiranwa kandi bupimwa; hamwe no guhuzagurika kubisubizo bishobora kubaho nta kureba hamwe, mugihe ihinduka rimwe ribarwa mumurongo urenze umwe, bityo bikagoreka ROI.
None, ni izihe ngaruka zo kutitondera izi ngamba, cyane cyane ku isoko rya digitale kandi rihujwe? Nk’uko ubushakashatsi bwakozwe na ILUMEO bubitangaza, hafi 20% by’ishoramari mu bitangazamakuru ntabwo byerekana isano iri hagati y’imibare n’ibisubizo by’ubucuruzi, nko kugurisha cyangwa kubyara umusaruro. Ibi bivuze ko, hatabayeho gupimwa neza, kimwe cya gatanu cyingengo yimari yo kwamamaza irashobora guta igihe.
Aya makuru ashimangira akamaro ko guhuza amakuru aturuka ahantu hatandukanye mumurongo umwe no kugereranya ibipimo, amazina yumuyoboro, nuburyo bwo gukurikirana, kugirango tubone 360º kureba urugendo rwabakiriya, bityo rero, ibitekerezo bisobanutse kandi bifatika byerekana inyungu sosiyete yabonye muri buri bukangurambaga bwashyizweho. Kandi, murubwo buryo, birumvikana, ntidushobora kubura kwerekana uburyo ikoranabuhanga rishobora kuba inshuti nziza.
Hano hari ibikoresho byinshi kumasoko ashoboye gufasha muriki gipimo, nka CRMs ihuriweho ifasha gukurikirana imikoranire yose mubuzima bwabakiriya no guhuza amakuru yimyitwarire, ibikorwa, no gusezerana; kimwe na BI ibisubizo bifasha guhindura umubare munini wamakuru muburyo bworoshye-bwo gusobanura. Benshi muribo ndetse bakwemerera gushushanya ingendo no kugenera uburemere kuri buri muyoboro, bigatuma iri sesengura ryuzuye kandi ryizewe kugirango rishyigikire ibyemezo bizaza.
Muri ubu buryo, nta kimenyetso kimwe gusa ibigo bishobora gukoresha; byose biterwa ningamba zafashwe nintego bifuza kugeraho. Nubwo bimeze gurtyo, haribintu bimwe byingenzi tugomba gushyira imbere, nka ROI rusange yubukangurambaga, CAC ugereranije mbere na nyuma yo gushyira mubikorwa byose, LTV (ipima agaciro kose umukiriya yinjiza mumibanire yose), igipimo cyo guhinduka kumuyoboro no kunyura kumurongo (kumenya aho abakiriya batera imbere murugendo rwabo), gusezerana, nigipimo cyo kugumana.
Isesengura ryamakuru ryemerera guhoraho hypothesis, guhindura ubutumwa, ibice, na format kugirango habeho uburambe bwihariye, kongera imikoranire, bityo, kugaruka kubushoramari. Kora iri genzura kenshi, nkuko imyitwarire yabaguzi ihinduka kandi ibi bigira ingaruka kumikorere yimiyoboro murwego rwo kwiyamamaza kwa bose.
Ikintu cyingenzi muri ibyo byose nukureba ireme kandi rihora rivugururwa ryaya makuru, kubera ko rishobora guhungabanya isesengura ROI ryose kandi biganisha ku byemezo byubucuruzi bitari byo. Ibanga nuguhindura imibare mubushishozi , kuko muguhitamo imiyoboro igira ingaruka zikomeye kuri buri cyiciro cya funnel, birashoboka kugabana ingengo yimari nimbaraga nyinshi mubwenge no muburyo bwo kongera ibisubizo byifuzwa.
