CRM thiab Cov Ntaub Ntawv Platforms

Lub Cim Caij Hauv Lub Sijhawm Tswj Xyuas Cov Neeg Siv Khoom

Consumer Identity Crisis

Hauv Hindu mythology, Ravana, tus kws tshaj lij, thiab tus vaj ntxwv dab, muaj kaum lub taub hau, cim nws lub hwj chim thiab kev paub ntau yam. Lub taub hau tau indestructible nrog lub peev xwm los morph thiab regrow. Hauv lawv qhov kev sib ntaus sib tua, Rama, tus vajtswv tub rog, yog li yuav tsum mus hauv qab Ravana lub taub hau thiab tsom tus xub ntawm nws lub siab ib leeg kom tua nws kom zoo.

Niaj hnub no, cov neeg siv khoom zoo ib yam li Ravana, tsis yog hais txog nws cov qauv tsim phem tab sis nws ntau tus kheej. Kev tshawb fawb hais tias tus neeg siv khoom nruab nrab hauv Teb Chaws Asmeskas niaj hnub no txuas nrog 3.64 cov khoom siv Nrog kev loj hlob ntawm tus tswv ntawm cov khoom siv hnub nyoog tshiab xws li cov neeg hais lus ntse, cov khoom siv, kev sib txuas hauv tsev, thiab tsheb, thiab lwm yam, nws tau kwv yees tias nws tuaj yeem txuas nrog. ntau li 20 khoom siv nyob rau hauv tsis deb li deb yav tom ntej. Zoo li nws tau ua rau Rama, qhov no ua rau muaj kev sib tw meej rau cov neeg lag luam niaj hnub no - yuav ua li cas taug kev los ntawm kev tshawb nrhiav ntawm cov cuab yeej no txhawm rau txheeb xyuas thiab lees paub tus neeg siv khoom kom nws tuaj yeem ua tus lej, tsis tu ncua, thiab cov ntsiab lus koom nrog thoob plaws nws qhov chaw nyob.

Kev lag luam kev tshawb fawb qhia tias tsuas yog ib feem me me ntawm cov neeg siv khoom lag luam tam sim no tuaj yeem txheeb xyuas lawv cov neeg tuaj saib kom raug - yog li qhov tshwm sim thiab nce nrawm ntawm Kev Tswj Xyuas Tus Kheej uas pab cov lag luam daws tus kheej ntawm lawv cov neeg tuaj saib rau hauv cov neeg siv khoom ntiag tug thiab cov ntaub ntawv. Qhov loj ntawm Kev Lag Luam Kev Lag Luam Kev Lag Luam tau kwv yees loj hlob los ntawm $ 900 Mn tam sim no mus rau ntau dua $ 2.6 Bn los ntawm 2022, tshaj tawm tag nrho kev lag luam kev lag luam loj hlob

Tsis ntev los no Kev tshawb nrhiav Winterberry qhia tias kwv yees li 50% ntawm cov neeg siv khoom lag luam tau ua kom pom tseeb thiab npaj kom muaj kev nqis peev ntxiv rau cov kev daws teeb meem Identity. Txawm hais tias segmentation thiab tsom rau ntawm cov xov xwm them nyiaj tseem yog qhov tseem ceeb ntawm kev siv rau cov neeg siv khoom lag luam, kev sib txuas ntawm cov khoom siv thiab cov channel tus kheej ntxiv rau kev ntsuas thiab cov khoom tsim nyog yuav tsum tau los ua qhov chaw tsom mus rau yav tom ntej.

Identity Solutions: Yav dhau los, tam sim no thiab yav tom ntej

Ntawm nws qhov tseem ceeb, qhov kev daws teeb meem ntawm tus kheej txoj haujlwm yog txuas ntxiv mus sau cov ntaub ntawv ntawm cov neeg tuaj saib los ntawm cov txheej txheem sib txawv ntawm cov ntaub ntawv, platforms, thiab cov kev pabcuam kom tau txais kev sib koom ua ke, omni-channel tus kheej thiab profile ntawm txhua tus neeg tuaj saib. Txawm li cas los xij, txoj hauv kev tau dhau los ua kom deb li deb nrog kev lag luam channel tshwj xeeb platforms thiab cov tswv yim. CRM cov ntaub ntawv raws li cov neeg saib xyuas ntawm thawj tus neeg siv khoom thiab cov ntaub ntawv tiv tauj tau yog lub ntsiab lus tseem ceeb rau kev lag luam ncaj qha, feem ntau dhau email lossis xa ntawv ncaj qha.

Nrog kev loj hlob ntawm kev lag luam digital siv nyiaj, Cov Ntaub Ntawv Kev Tswj Cov Platforms (DMPs) uas khaws cov ntaub ntawv ntawm cov neeg tuaj saib tus cwj pwm coj los txhawb nqa kev tshaj tawm kev yuav khoom siv tau los ua qhov tseem ceeb. Txawm li cas los xij, lawv qhov cuam tshuam tam sim no muaj lus nug nrog cov vaj tsev zoo li Facebook thiab Google kaw qhov rooj rau lawv. Lwm txoj hauv kev loj hlob ntawm kev cuam tshuam tau yog cov ntaub ntawv xov tooj ntawm tes los txhawb nqa cov khoom siv txawb & kev koom tes hauv qhov chaw.

Txhawm rau kov yeej cov kev txwv ntawm kev tsis sib txuas, ntau txoj hauv kev uas tam sim no Identity kev daws teeb meem zoo li CRM databases lossis DMPs raug txwv nrog, lub hom phiaj yog hloov mus rau cov kev daws teeb meem niaj hnub no xws li Cov Ntaub Ntawv Neeg Siv Khoom (CDPs) thiab Identity Graphs. Cov no muab kev sib koom ua ke, hla kev sib tham thiab omni-channel mus kom ze rau kev daws teeb meem ntawm tus kheej thiab kev sib txuas, ua kom muaj kev sib haum xeeb, ib qho kev pom ntawm tus neeg siv khoom rau tus neeg lag luam.

Consumer Identity Management
Daim duab i. Kev tswj hwm tus neeg siv khoom yog tus yuam sij rau kev lag luam kev lag luam

Mechanics of Identity Resolution

Kev daws teeb meem ntawm tus kheej txoj haujlwm tseem ceeb yog txuas ntxiv mus sau cov ntaub ntawv ntsig txog cov neeg tuaj saib los ntawm ntau qhov chaw thiab muab tso rau hauv cov txheej txheem txuas ntxiv uas daws, tsim thiab hloov kho cov ntaub ntawv no rau hauv cov neeg siv khoom sib cais, uas yog siv los ntawm kev lag luam rau ntau hom kev lag luam lossis lwm yam kev ua haujlwm.

Cov txheej txheem muaj 3 kauj ruam tseem ceeb:

  1. Data Management – Xws li kev noj cov khoom sib txawv ntawm cov neeg siv cov ntaub ntawv, ob qho tib si yog tus kheej, thiab kev ua haujlwm ntsig txog, ua raws li kev ua haujlwm thiab khaws cov ntaub ntawv no rau hauv cov chaw khaws cia.
  2. Kev daws tus kheej - Qhov no yog ib qho tseem ceeb thiab nyuaj sib xyaw ntawm cov txheej txheem txiav txim siab thiab qhov yuav tshwm sim ntawm kev muab cov cim qhia, sib txuam, kev xa tawm, thiab txuas mus rau cov neeg siv khoom tshwj xeeb ua raws li cov txheej txheem siv tau los ua kom qhov tseeb ntawm cov txheej txheem daws teeb meem.
  3. Cov neeg siv khoom profile tiam - Qhov no suav nrog txhua tus cim, tus cwj pwm, thiab kev ua ub no rau hauv ib qho kev sib haum xeeb, holistic Identity Graph ntawm tus neeg siv khoom, tus kheej, lossis tsev neeg.

Dab tsi ua rau Kev Tswj Xyuas Tus Kheej Zoo: 5 Mantras

  1. Xyuas kom lub Identity system tau noj nrog cov ntaub ntawv los ntawm ntau qhov chaw ntawm cov ntaub ntawv. Tsis yog cov cuab yeej ua haujlwm nkaus xwb tab sis kuj tseem muaj cov ntawv thov tom qab los pab tho yav dhau los ntawm lub cuab yeej, ncuav qab zib lossis pixel thiab nthuav tawm cov neeg tiag tiag tom qab lawv thiab lawv tus cwj pwm.
  2. Raws li ib feem ntawm kev tswj hwm cov ntaub ntawv, xyuas kom tau raws li cov neeg siv khoom ntiag tug txoj cai thiab ua raws li cov cai ntawm kev lag luam xws li GDPR, CCPA thiab lwm yam.
  3. Kev daws teeb meem ntawm tus kheej yuav tsum suav nrog cov txheej txheem kev sib tw, kev txiav txim siab raws li kev sib tw kom ntseeg tau tias muaj qhov tseeb qhov tseem ceeb los txhawb cov ntsiab lus, kev sib koom ua ke ntawm tus kheej hauv kev siv khoom lag luam ncaj qha.
  4. Cov txheej txheem txiav txim siab yuav tsum tau ntxiv nrog cov tshuab kev kawm uas tau tsav qhov kev sib tw kom nthuav dav cov ntaub ntawv teeb tsa, thiab ua tau raws li qhov yuav tsum tau siv cov xwm txheej xws li kev tshaj xov xwm lossis kev tshaj tawm kev lag luam uas xav kom muaj qhov dav dua tab sis kuj tsawg dua 1: 1 tus kheej.
  5. Cov neeg siv khoom tsim tawm profile, hauv daim ntawv qhia txog Tus Kheej, thaum muaj qhov tsim nyog thiab sijhawm sijhawm, yuav tsum mus dhau qhov kev sib txuas mus rau cov cim thiab cov cwj pwm los ntawm kev suav nrog cov kev xav xav kom ua kom zoo rau kev lag luam ua kom siv cov ntaub ntawv

Tib Ntsug Narula

Sameer tau nrog Manthan ze li ntawm 7 xyoo kev tswj xyuas cov khoom lag luam rau ntau cov khoom lag luam. Nyob rau hauv lub luag hauj lwm no, nws yog lub luag hauj lwm rau tag nrho cov khoom lifecycle tswj los ntawm conception, kev loj hlob mus rau saws. Zuag qhia tag nrho, Sameer muaj 20+ xyoo ntawm kev paub tshwj xeeb hauv kev muab kev lag luam thev naus laus zis kev daws teeb meem rau nruab nrab rau cov lag luam loj. Nws kuj muaj cov kev paub tseem ceeb ntawm kev ua hauj lwm nrog niche / start-up technology tuam txhab uas muag nyob rau hauv founding los yog thaum ntxov-theem core pab pawg neeg muaj peev xwm.

lwm yam khoom

Rov qab mus rau sab saum toj
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