Idatha Enkulu emsebenzini wokudayisa

Abathengisi basebenzisa kanjani idatha enkulu ukuthuthukisa ukwenza kube ngokwakho ezicini ezintathu ezibalulekile zomthengi - i-assortment, umnikelo nokulethwa, kutshelwe ku-Umbrella IT

Ngasekupheleni kweminyaka yawo-1990, osomabhizinisi abavela kuzo zonke izigaba zokuphila babona ukuthi idatha iyinsiza ebalulekile okuthi, uma isetshenziswa kahle, ingaba ithuluzi elinamandla lokuthonya. Inkinga yayiwukuthi umthamo wedatha wanda kakhulu, futhi izindlela zokucubungula nokuhlaziya ulwazi olwalukhona ngaleso sikhathi zazingasebenzi ngokwanele.

Ngama-2000s, ubuchwepheshe bathatha i-quantum leap. Kuvele izixazululo ezilinganisekayo emakethe ezingacubungula imininingwane engahlelekile, ibhekane nemithwalo ephezulu yomsebenzi, yakha ukuxhumana okunengqondo futhi ihumushe idatha exakile ibe yifomethi eqondakalayo engaqondwa ngumuntu.

Namuhla, idatha enkulu ifakiwe kwenye yezindawo eziyisishiyagalolunye zohlelo lwe-Digital Economy ye-Russian Federation, ethatha imigqa ephezulu ekulinganisweni nasezintweni zezindleko zezinkampani. Ukutshalwa kwezimali okukhulu kakhulu kobuchwepheshe bedatha emikhulu kwenziwa izinkampani ezivela emikhakheni yokuhweba, yezezimali neyokuxhumana.

Eminyakeni engu-10-20, idatha enkulu izoba yindlela eyinhloko yokwenza imali futhi izodlala indima emphakathini eqhathaniswa nokubaluleka kwemboni yamandla, kusho abahlaziyi.

Abathengi banamuhla abasesona isibalo esingenasici, kodwa abantu abachazwe kahle abanezici nezidingo ezihlukile. Bayakhetha futhi bazoshintshela kumkhiqizo wezimbangi ngaphandle kokuzisola uma ukunikezwa kwabo kubonakala kukhanga kakhulu. Yingakho abathengisi basebenzisa idatha enkulu, ebavumela ukuthi baxhumane namakhasimende ngendlela ehlosiwe nenembile, egxile kumgomo "womthengi oyingqayizivele - isevisi eyingqayizivele."

1. I-assortment yomuntu siqu kanye nokusetshenziswa kahle kwendawo

Ezimweni eziningi, isinqumo sokugcina "sokuthenga noma ukungazithengi" senzeka kakade esitolo eduze neshalofu elinempahla. Ngokwezibalo ze-Nielsen, umthengi uchitha imizuzwana engu-15 kuphela efuna umkhiqizo ofanele eshalofini. Lokhu kusho ukuthi kubaluleke kakhulu ukuthi ibhizinisi linikeze i-assortment efanelekile esitolo esithile futhi lilethule ngendlela efanele. Ukuze i-assortment ihlangabezane nesidingo, nesibonisi sikhuthaze ukuthengisa, kuyadingeka ukufunda izigaba ezahlukahlukene zedatha enkulu:

• izibalo zabantu zendawo,
• i-solvency,
• ukuthenga umbono,
• ukuthengwa kohlelo lokwethembeka nokunye okuningi.

Isibonelo, ukuhlola imvamisa yokuthengwa kwesigaba esithile sezimpahla kanye nokulinganisa “ukushintsheka” komthengi ukusuka komunye umkhiqizo kuye komunye kuzosiza ukuqonda ngokushesha ukuthi iyiphi into ethengiswa kangcono, engasenamsebenzi, futhi, ngakho-ke, ukwaba kabusha imali ngokunengqondo. izinsiza kanye nendawo yesitolo yokuhlela.

Isiqondiso esihlukile ekuthuthukisweni kwezixazululo ezisekelwe kudatha enkulu ukusetshenziswa kahle kwesikhala. Idatha, hhayi intuition, abathengisi manje abathembele kuyo lapho bendlala izimpahla.

Kuma-hypermarkets we-X5 Retail Group, izakhiwo zomkhiqizo zikhiqizwa ngokuzenzakalelayo, kucatshangelwa izakhiwo zemishini yokudayisa, okuthandwa yikhasimende, idatha yomlando wokuthengiswa kwezigaba ezithile zezimpahla, nezinye izici.

Ngesikhathi esifanayo, ukufaneleka kwesakhiwo kanye nenani lezimpahla eshalofini zigadwa ngesikhathi sangempela: izibalo zevidiyo kanye nobuchwepheshe bombono wekhompiyutha buhlaziya ukusakazwa kwevidiyo okuvela kumakhamera futhi kugqamise imicimbi ngokuya ngemingcele ecacisiwe. Isibonelo, izisebenzi zasesitolo zizothola isignali yokuthi izimbiza zikaphizi osemathinini zisendaweni engafanele noma ukuthi ubisi olujiyile seluphelile emashalofini.

2. Ukunikezwa komuntu siqu

Ukwenza kube ngokwakho abathengi kuyinto ehamba phambili: ngokocwaningo olwenziwa yi-Edelman ne-Accenture, u-80% wabathengi kungenzeka ukuthi bathenge umkhiqizo uma umthengisi enza isithembiso somuntu siqu noma enikeza isaphulelo; ngaphezu kwalokho, u-48% wabaphenduli abanqikazi ukuya kwabaqhudelana nabo uma izincomo zomkhiqizo zingalungile futhi zingahlangabezani nezidingo.

Ukuze kuhlangatshezwane nokulindelwe ngamakhasimende, abathengisi basebenzisa ngenkuthalo izixazululo ze-IT namathuluzi okuhlaziya aqoqa, ahlele futhi ahlaziye idatha yekhasimende ukuze asize ukuqonda umthengi futhi alethe ukuxhumana ezingeni lomuntu siqu. Enye yefomethi ethandwayo phakathi kwabathengi - isigaba sezincomo zomkhiqizo "ungase ube nesithakazelo" futhi "uthenge ngalo mkhiqizo" - nayo yakhiwe ngokusekelwe ekuhlaziyweni kokuthengwa kwangaphambilini kanye nezintandokazi.

I-Amazon ikhiqiza lezi zincomo isebenzisa ama-algorithms okuhlunga ngokubambisana (indlela yokuncoma esebenzisa okuthandwayo okwaziwayo kweqembu labasebenzisi ukubikezela izintandokazi ezingaziwa zomunye umsebenzisi). Ngokusho kwabamele inkampani, i-30% yakho konke ukuthengiswa kungenxa ye-Amazon recommender system.

3. Ukulethwa komuntu siqu

Kubalulekile ukuthi umthengi wanamuhla athole umkhiqizo oyifunayo ngokushesha, kungakhathaliseki ukuthi ukulethwa kwe-oda esitolo se-intanethi noma ukufika kwemikhiqizo oyifunayo emashalofini esitolo. Kodwa ijubane lodwa alanele: namuhla konke kulethwa ngokushesha. Indlela yomuntu ngamunye nayo ibalulekile.

Izitolo ezinkulu eziningi nezinkampani zenethiwekhi zinezimoto ezihlome ngezinzwa eziningi kanye namathegi e-RFID (asetshenziselwa ukukhomba nokulandelela izimpahla), lapho kwamukelwa khona inani elikhulu lolwazi: idatha yendawo yamanje, usayizi nesisindo somthwalo, isiminyaminya sezimoto, izimo zezulu. , ngisho nokuziphatha komshayeli.

Ukuhlaziywa kwale datha akusizi nje kuphela ukudala ithrekhi yokonga kakhulu futhi esheshayo yomzila ngesikhathi sangempela, kodwa futhi kuqinisekisa ukucaca kwenqubo yokulethwa kwabathengi, abanethuba lokulandelela ukuqhubeka kwe-oda labo.

Ukwenza kube ngokwakho ukulethwa kuyisici esibalulekile kumthengi esigabeni "semayela lokugcina". Umthengisi ohlanganisa idatha yekhasimende kanye nempahla esigabeni sokuthatha izinqumo uzokwazi ukunikeza iklayenti ngokushesha ukuthi lithathe izimpahla kusukela endaweni yokukhishwa, lapho kuzoba okushesha kakhulu futhi kushibhe kakhulu ukukuletha. Ukunikezwa kokwamukela izimpahla ngosuku olufanayo noma olulandelayo, kanye nesaphulelo ekulethweni, kuzokhuthaza iklayenti ukuthi liye ngisho nakweminye imikhawulo yedolobha.

I-Amazon, njengenjwayelo, iqhubekele phambili emqhudelwaneni ngokugunyaza ubuchwepheshe bokubikezela bezinto obuxhaswe ukuhlaziya okubikezelayo. Okubalulekile ukuthi umthengisi uqoqa idatha:

• mayelana nokuthenga kwangaphambilini komsebenzisi,
• mayelana nemikhiqizo engezwe ekalishini,
• mayelana nemikhiqizo engezwe ohlwini lwezifiso,
• mayelana nokunyakaza kwekhesa.

Ama-algorithms okufunda ngomshini ahlaziya lolu lwazi futhi abikezele ukuthi yimuphi umkhiqizo okungenzeka ikhasimende liwuthenge. Into ibe ihanjiswa ngokushibhile okujwayelekile kuhabhu lokuthumela eliseduze nomsebenzisi.

Umthengi wanamuhla ulungele ukukhokhela indlela yomuntu ngamunye kanye nesipiliyoni esiyingqayizivele kabili - ngemali nolwazi. Ukuhlinzeka ngezinga elifanele lenkonzo, ngokucabangela izintandokazi zomuntu siqu zamakhasimende, kungenzeka kuphela ngosizo lwedatha enkulu. Ngenkathi abaholi bezimboni bakha amayunithi esakhiwo wonke ukuze asebenze namaphrojekthi emkhakheni wedatha enkulu, amabhizinisi amancane naphakathi nendawo abheja ngezixazululo ezinamabhokisi. Kodwa umgomo ovamile uwukwakha iphrofayela enembile yomthengi, ukuqonda ubuhlungu bomthengi nokunquma izibangeli ezithinta isinqumo sokuthenga, ukugqamisa izinhlu zokuthenga nokudala isevisi yomuntu siqu ebanzi ezokhuthaza ukuthenga okwengeziwe nangokwengeziwe.