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Cuav ntawm Kev Ua Yeeb Yam

Ib qho ntawm cov slides uas kuv tham hauv txhua qhov kev sib tham uas kuv muaj nrog cov lag luam yog ib qho uas kuv hu rau tswvyim hais ua dabneeg ntawm xam. Hauv txhua qhov system ntawm kev ntsuas, peb nyiam boolean thiab discrete cov cai ntawm tus cwj pwm. Yog tias qhov no, ces qhov ntawd. Nws yog ib qho teeb meem, txawm li cas los xij, vim qhov ntawd tsis yog qhov kev txiav txim siab yuav khoom li cas. Nws tsis muaj teeb meem yog tias koj yog tus neeg siv khoom lossis yog tias koj ua lag luam - nws tsis yog qhov tseeb ntawm neeg taug kev.

Case hauv point yog kuv yuav ib qho Amazon Echo. Kuv pom cov buzz online thaum nws xub pib, tab sis kuv yeej tsis muaj qhov xav tau. Thaum lub sij hawm, kuv kuj tsis yog ib tug tseem ceeb siv. Tab sis thaum kuv tsiv mus ntau thiab ntau ntawm peb cov lag luam yuav khoom rau Amazon, koom nrog Prime, thiab tau txais kev xa khoom hauv ib hnub, kuv tus cwj pwm ntawm Amazon tau hloov.

Kuv tseem tsis tau paub ntau txog cov Amazon Echo, txawm li cas los. Ib hnub hauv Facebook, Cim Schaefer ua ib qho lus nthuav. Nws hais tias nws tau hais lus rau nws Amazon Echo ntau dua thiab zoo li nws yog ib tus neeg hauv chav. Raws li ob qho tib si tech geek thiab Amazon enthusiast, kuv xav tsis thoob.

Thawj-Touch Attribution

Technically, Kuv xav hais tias yog thawj qhov kov ntawm kuv cov neeg siv khoom taug kev. Kuv tsiv ntawm Facebook mus rau Amazon qhov twg kuv nyeem cov nplooj ntawv khoom. Nws zoo li zoo nkauj heev tab sis kuv tsis tuaj yeem pom tseeb qhov kev siv nyiaj ntawm qhov ntawd. Tom qab ntawd kuv tau tsiv mus rau YouTube kom pom cov khoom txias dab tsi uas tib neeg tau ua sab nraum cov khoom lag luam.

Kuv rov qab mus rau Amazon thiab nyeem los ntawm 1-hnub tshuaj xyuas thiab tsis tshua pom dab tsi uas yuav txwv tsis pub kuv yuav khoomโ€ฆ sab nraud lossis tus nqi. Kuv tsis tuaj yeem lees paub qhov khoom ua si tshiab thaum lub sijhawm.

Last-Touch Attribution

Rau lub lim tiam tom ntej los yog li ntawd thaum kuv navigated lub vev xaib, qee qhov rov ua lag luam tshaj tawm rau cov Amazon Echo popped li. Kuv thiaj li succumbed rau ib qho ntawm cov tshaj tawm thiab yuav cov cuab yeej. Kuv yuav sau ob peb nqe lus hais txog qhov kuv hlub nws npaum li cas, tab sis qhov ntawd tsis yog lub hom phiaj ntawm tsab ntawv no.

Lub hom phiaj ntawm tsab xov xwm no yog los tham txog qhov twg muag ntawm Amazon Echo yuav raug ntaus nqi. Yog tias nws yog thawj zaug kov, nws yuav raug ntaus nqi rau Mark ua tus influencerโ€ฆ txawm hais tias nws tsis yog tus cuam tshuam rau cov khoom siv thiab thev naus laus zis. Kuv xav hais tias Mark cov lus hais txog Echo yog qhov kev paub ntau dua hauv kuv cov neeg siv khoom taug kev. Tsis muaj qhov twg ua ntej Mark cov lus pom yog kuv paub txog Echo lub sophistication thiab ntau yam nta.

Yog hais tias tus qauv attribution yog kawg-kov, them advertising thiab re-marketing yuav yog lub hauv paus ntawm kev muag khoom. Tab sis lawv yeej tsis yog. Yog tias koj nug kuv tias lub tswv yim kev lag luam twg tau ntxias kuv kom yuav Echo, kuv yuav teb:

Kuv tsis paub.

Nws tsis yog ib qho ib lub tswv yim uas ua rau kuv yuav Echo, nws yog tag nrho ntawm lawv. Nws yog Mark cov lus hais, nws yog kuv qhov kev tshawb nrhiav rau cov neeg siv tsim cov yeeb yaj kiab, nws yog kuv qhov kev tshuaj xyuas tsis zoo, thiab nws yog kev tshaj tawm rov qab. Qhov ntawd zoo li cas hauv Google Analytic's conversion funnel? Nws tsis ... raws li tsis feem ntau cov neeg siv khoom taug kev.

Kuv twb sau txog inbound marketing qhov kev tsis txaus siab loj thiab kev txheeb xyuas yog qhov tseem ceeb.

Predictive Attribution

Muaj ib qho kev xaiv tab sis nws yog qhov nyuaj heev. Kev kwv yees analytics tuaj yeem soj ntsuam tus cwj pwm muag khoom thoob plaws txhua qhov nruab nrab thiab cov tswv yim thiab thaum koj hloov kho, nws tuaj yeem pib sib cuam tshuam cov haujlwm cuam tshuam rau kev muag tag nrho. Cov cav no tuaj yeem kwv yees li cas txo qis lossis nce nyiaj txiag lossis kev ua haujlwm hauv qee lub tswv yim kev lag luam yuav cuam tshuam rau tag nrho cov kab hauv qab.

Raws li koj tab tom nrhiav rau koj txoj kev lag luam, nws yog ib qho tseem ceeb uas koj paub tias txawm tias kev lag luam uas tsis muaj kev hloov pauv ncaj qha muaj feem cuam tshuam rau tus neeg siv khoom txoj kev txiav txim siab. Thiab qhov cuam tshuam yog qhov zoo tshaj ntawm peb txoj kev lag luam kev lag luam - tag nrho cov kev paub dhau los ntawm kev cia siab yuav pab txhawb rau txoj kev taug.

Nov yog ib qho piv txwv yooj yim: Koj muaj lub khw muag khoom thiab txiav koj cov neeg ua haujlwm tu. Nws tsis yog tias koj lub khw yuav qias neeg, tab sis tej zaum nws yuav tsis muaj qhov tsis zoo li yav dhau los. Qhov tshwm sim yog tias koj qhov kev muag khoom poob qis li ntau tus neeg yuav khoom finicky tsuas yog tsis xav tias nws huv si li lwm lub khw hauv zej zog. Koj ua li cas rau qhov no hauv koj txoj kev lag luam? Tej zaum koj yuav tau nce koj li kev lag luam siv nyiaj rau lub sijhawm no tab sis tag nrho kev muag khoom poob qis. Tsis muaj "super huv" kab hauv koj cov peev nyiaj lag luam ... tab sis koj paub tias nws muaj kev cuam tshuam.

Niaj hnub no, cov tuam txhab xav tau lub hauv paus ntawm cov ntsiab lus. Los ntawm qhov chaw huv, teb lub vev xaib, mus rau cov ntawv txuas ntxiv uas tsim kom muaj kev ntseeg siab, siv rooj plaub, ntawv dawb, thiab infographics. Tag nrho cov no tau sib koom, thiab muaj txiaj ntsig ntxiv los ntawm kev sib raug zoo. Tag nrho cov no yog optimized rau kev tshawb fawb xyaw. Tag nrho cov no pab txhawb rau tsab ntawv xov xwm email uas txhawb nqa lub zeem muag.

Nws yog txhua yam tseem ceeb - tsis muaj ib qho uas koj pauv rau lwm tus. Koj tuaj yeem xav sib npaug rau lawv kom tsim nyog thaum koj pom lawv qhov cuam tshuam, tab sis tsis muaj ib qho kev xaiv hauv kev ua tiav kev lag luam online.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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