Bamameli ba Calix le Karohano
Tlhahisoleseding ya Sehlahiswa
Litlhaloso:
- Lebitso la Sehlahisoa: Moralo oa Papatso
- Sehlopha: Tataiso ea Lipapatso
- Likahare: Tataiso ea Bamameli le Karohano
Litaelo tsa Tšebeliso ea Sehlahisoa
Audience Segmentation ke eng?
Karohano ea bamameli e kenyelletsa ho arola bamameli ba hau ka lihlopha tse nyane ho latela mekhoa e fapaneng e kang ts'ebeliso ea marang-rang, palo ea batho le boitšoaro ba ho reka.
Bohlokoa ba Karohano ea Bamameli ho Papatso:
Karohano ea bamameli ho tsa mebaraka e thusa ho fokotsa batho bao ho buuoang ka bona, ho hlophisa limpho ho ea ka likarolo tse itseng, ho iketsetsa melaetsa bakeng sa litekanyetso tse phahameng tsa ho sokoloha, ho khetha litsela tse nepahetseng tsa ho bapatsa, ho hloekisa bamameli ho latela maikutlo, ho ntlafatsa c.ampNtlafatsa ts'ebetso, le ho eketsa ROI.
Ke Mang ea Lokelang ho Kenyeletsoa Likarolong tsa Bamameli:
Hlalosa campbeha sepheo pele, ebe u arola bamameli ba hau ho latela palo ea batho, psychographics, tšusumetso le data ea ba ngolisitseng ho sebelisana hantle le karolo eo u e batlang.
Mecha ea ho Finyella Bamameli ba Fapaneng:
Sebelisa lintlha tse tsoang ho data ea ba ngolisitseng ho fumana liteishene tse sebetsang hantle ho fihlella likarolo tse fapaneng tsa bamameli. Nahana ka mekhoa ea likanale tse ngata bakeng sa tšusumetso e kholo.
Ho sebelisa lintlha tse tsamaisoang ke data:
Sebelisa lintlha tse khannoang ke data ho hlwaya Baetapele ba Tšoanelehang (MQLs) bakeng sa ho bapatsa campli-aigns tse ka eketsang Kakaretso ea Lekeno la Mosebelisi ka Mosebelisi (ARPU), ho ntlafatsa ho bolokoa, ho shebana le menyetla e tšoanelehang, ho ntlafatsa boiphihlelo ba ba ngolisitseng, le ho fana ka phaello e matla matseteng.
LBH
Q: Ke hobane'ng ha karohano ea bamameli e le bohlokoa ho bapatsa?
A: Karohano ea bamameli e thusa ho hlophisa boiteko ba ho bapatsa ho lihlopha tse ikhethileng, e lebisang ho boitlamo bo phahameng le litheko tsa phetoho.
Q: U tseba joang hore na ke liteishene life tseo u ka li sebelisang bakeng sa likarolo tse fapaneng tsa bamameli?
A: Sekaseka lintlha tsa ba ngolisitseng le mekhoa ea boitšoaro ho tseba litsela tse sebetsang hantle bakeng sa ho fihlela karolo ka 'ngoe ea bamameli.
Tataiso ea Hao ho Bamameli le Karohano
Re utloisisa mathata ao u tobanang le 'ona joaloka mofani oa litšebeletso tsa marang-rang (BSP). U na le boikarabello ba matsapa le mesebetsi e bonahalang e sa feleng; ho tsoa ho nts'etsopele ea maano le ho phethahatsa campe ikemiselitse ho khanna lekeno, ho ntlafatsa boiphihlelo ba ba ngolisitseng ho eketsa khotsofalo, ho theha maikutlo a matle a lebitso ho aha bots'epehi, ho sebelisana le sechaba ho phahamisa ponahalo le ho khothaletsa kamohelo - le tse ling tsohle tse lipakeng. U hloka ho laola bankakarolo ba bangata, ho lula u tseba mekhoa e bopang litlhoko tsa bareki, ho tsamaisa litlhoko tse rarahaneng tsa taolo, le ho qoba litšokelo tsa tlholisano ho tsoa ho libapali tse ntseng li hlaha le tsa setso. 'Me, ehlile, o hloka ho fana ka liphetho tse makatsang ka lichelete le lisebelisoa tse fokolang.
Ho o thusa ho ipabola boitekong ba hau ba ho bapatsa, re hlophisitse letoto la litataiso tse ikhethileng mabapi le mokhoa oa ho bapatsa tse hlahlobang tse ling tsa lintlha tsa motheo tsa ho bapatsa. Mona re fana ka lintlha tse mabapi le ho arohana ha bamameli le pōpo.
Karohano ea bamameli ke eng?
Ka mantsoe a bonolo feela, likarolo tsa bamameli ke lihlopha tse nyane ka har'a bamameli ba hau ka kakaretso.
U ka theha likarolo tsa bamameli ho latela mekhoa e mengata e fapaneng e kenyelletsang ts'ebeliso ea marang-rang, tlhaiso-leseling ea batho, tharollo kapa lits'ebeletso tse rekiloeng, le tse ling tse ngata.
SEBELISA KESI: Tšebelisano e 'ngoe e thehiloeng Montana e sebelisitse tlhahlobo e tsoetseng pele ea boitšoaro ho tsebahatsa litho tseo boiphihlelo ba tsona bo anngoeng hampe ke ho fokotsa litšebeletso.
E tsepamisitse maikutlo ho bamameli bana, koporasi e ile ea etsa acampikemiselitse ho etsa hore ba ngolisitseng bana ba be maemong a holimo a litšebeletso bakeng sa boiphihlelo bo ntlafalitsoeng ba Wi-Fi. Sephetho? Sena se lebisitsoe haholo campaign e bakile keketseho ea liperesente tse supileng selemo le selemo ea lekeno.
Ke hobane'ng ha likarolo tsa bamameli li le bohlokoa ho bapatsa?
Karolo ea bamameli e fana ka melemo e mengata bakeng sa barekisi ba BSP. E u lumella ho:
- Fokotsa bamameli ba hau e le hore u se ke ua nka mokhoa oa ho hasanya
- Iketsetse tlhahiso ea hau ho sebetsana le litlhoko le lithahasello tse ikhethileng tsa karolo eo ea ba ngolisitseng
- Iketsetse molaetsa ho eketsa molumo oa ona, e leng se lebisang ho maemo a holimo a ho sokoloha
- Khetha likanale tse amehang ka ho fetisisa tsa papatso ho eketsa kamohelo ea ba ngolisitseng
- Ntlafatsa bamameli ba hau ho latela maikutlo le boiphihlelo, ho ntlafatsa camplekola tshebetso ka nako
- Eketsa ROI 'me u qobe ho senya litekanyetso tsa bohlokoa tsa papatso / papatso ho lipheo tse sa thahaselleng.
SEBELISA KESI:
Ts'ebelisano ea likhokahano ea tikoloho ea South Carolina WC Tel e ile ea hlahloba lintlha tsa ba ngolisitseng ho tseba ba nang le meeli e matla ea litšebeletso mme ea fumana hore bothata e ne e le ts'ebeliso e phahameng ea lits'ebeletso tse tsoang ho Amazon Prime le Netflix. Ba thehile tlhahiso e ikhethileng bakeng sa karolo ena ea bamameli - ho ntlafatsa maemo a ts'ebeletso le ho fumana karete ea limpho bakeng sa lits'ebeletso tsa ho hasanya - mme ba etsa papatso ea omnichannel c.ampaign e ileng ea phahamisa limmapa tsa litaba tsa sechaba ho fumana sethala le nako e nepahetseng ea ho fihlela bamameli ba bona. Sephetho? Ba ekelitse ARPU ka liperesente tse 30 mme ba fokotsa moeli oa litšebeletso ka liperesente tse 92.
U batla ho kenyelletsa mang likarolong tsa bamameli ba hau?
Hang ha u se u hlalositse sepheo sa campaign-bakeng sa mohlalaample, ho fumana ba ngolisitseng mosebetsing oa hae ho ntlafatsa boemo ba bona ba ts'ebeletso kapa ho eketsa kamohelo ea sesebelisoa sa hau sa mohala ho fokotsa mehala ea lits'ebeletso - o ka tseba hore na u batla ho sebelisana le karolo efe ea bamameli. Ka boitsebiso bo bongata ba ba ngolisitseng bo fumanehang ho uena, u ka arola ba ngolisitseng ka:
- Palo ea batho. Palo ea batho e kenyelletsa litšoaneleho tse kang sebaka, lilemo, palo/lilemo tsa bana ka lapeng, mosebetsi, chelete e kenang kapa sekolo sa mathomo kapa
bodulo ba bobedi. - Litlhaloso tse amanang le phihlelo ea bareki. Litlhaloso tsa phihlelo ea ba ngolisitseng li u tsebisa hore na ba ngolisitseng ba sebelisa marang-rang a hau joang. Joale o ka tseba habonolo basebelisi ba matla, libapali, li-streamers tse sebetsang ho tsoa ho-homers, baeti, joalo-joalo.
U tla utloisisa hore na ke mang ea fetang meeli ea litšebeletso, le tse ling tse ngata. - Litharollo/litšebeletso tse rekiloeng. Sena se ka kenyelletsa liheke tsa bolulo, litharollo tsa mesh, lits'ebeletso tse laoloang tsa Wi-Fi, lits'ebetso tsa mehala, litharollo tsa lapeng tse hokahantsoeng (likhamera, litloloko tsa mamati, li-thermostats), le lits'ebetso tsa ho eketsa boleng joalo ka taolo ea batsoali kapa ts'ireletso ea marang-rang ea lapeng, har'a tse ling.
SEBELISA KESI:
Boiphihlelo ba bangolisi ba tšebelisano 'moho ea Utah le lintlha tsa palo ea batho ho khetholla bareki ba ka ruang molemo lits'ebetsong tse kenyellelitsoeng boleng joalo ka taolo ea batsoali le ts'ireletso ea marang-rang ea lapeng. Ba ile ba tsamaisa papatso e tsepameng campe ikemiselitse ho tsamaisa lits'ebetso tsena, hammoho le app ea bona ea mohala e tsebahalang. Sephetho? Tšebelisano-'moho e bone keketseho ea 60 lekholong ea ho amoheloa ha lisebelisoa tsa bona tsa mohala le keketseho ea 59 lekholong ea ho khoasolla ha taolo ea batsoali le lisebelisoa tsa ts'ireletso. Tse ling campaign e fetotse liperesente tse 20 tse khahlang tsa litemoso tsa mehala ho li jarolla lits'ebetso tse ncha—e leng makhetlo a fetang 10 ho feta karolelano ea indasteri.
U tla sebelisa mecha efe ho fihlela bamameli ba fapaneng?
U na le liteishene tse ngata tseo ka tsona u ka fetisang molaetsa oa hau ho ba ngolisitseng - lengolo-tsoibila le tobileng, lengolo-tsoibila, mecha ea litaba ea sechaba e lefelloang, melaetsa ea in-app le litsebiso, papatso, mehala e tsoang kantle - u khetha khetho e nepahetseng joang? Mohlomong ho bohlokoa ka ho fetisisa, u batla ho khetha liteishene tseo bamameli ba hao ba li ratang - u ka sebelisa mangolo a tobileng ho buisana le ba ngolisitseng ba baholo empa u sebelise melaetsa ea in-app ho hokahana le ba likete tse sekete. U tla boela u batle ho tseba litsela tse fanang ka litekanyetso tse phahameng ka ho fetisisa tsa phetoho; na bamameli ba hau ba na le monyetla oa ho nka khato e lakatsehang ho tsoa ho lengolo-tsoibila, papatso ea Facebook, kapa mohala? Ntho e 'ngoe eo u ka e nahanang, haholo-holo ka lichelete tse fokolang, ke ROI-ke mocha ofe o tla u fa chelete e ngata ka ho fetisisa bakeng sa chelete ea hau ea ho bapatsa?
SEBELISA KESI:
Ho ipapisitsoe le data ea ba ngolisitseng, BSP ena e ka boroa ho Texas e entse qeto ea hore karolo e boima ea papali e kanna ea ba le boiphihlelo bo tlase, bo otlang meeli ea litšebeletso khafetsa. Ba hlometse ka lintlha tsena, ba ile ba tsamaisa likanale tse ngata (mo-mail, lengolo-tsoibila, le mehala e tsoang) c.ampho etsa bonnete ba hore ba ngolisitseng ba le maemong a holimo a litšebeletso. Sephetho? Libeke tse peli campaign e tsamaisitse liperesente tse 51, 'me karolo ea 31 lekholong ea ba ngolisitseng e ntlafatsa boemo bo le bong kapa ho feta.
Mokhoa oa ho sebelisa lintlha tse tsamaellanang le data ho theha likarolo tsa bamameli
Joaloka barekisi ba BSP, u na le lintlha tse ngata tsa ba ngolisitseng tse fumanehang ho uena; leha ho le joalo, ho ntse ho ka ba thata ho fetola data ena ho ba temohisiso e bohlale e tla u thusa ho theha likarolo tsa bamameli ba hau,ampaigns, 'me u ntlafatse ROI. Ke ka lebaka leo re thehileng Calix Engagement Cloud, e fanang ka lits'ebeletso tsa analytics
bohlale ba morao-rao, bo lebisitsoeng, le bo hlokoang bo ipapisitse le likarolo tsa ba ngolisitseng. Ka Calix Engagement Cloud, o ka fumana lintlha tse sebetsang ho ba ngolisitseng, oa nolofatsa litlhahlobo tsa data tsa ba ngolisitseng ho senola likhetho tsa ba ngolisitseng le ho phahamisa khoebo ea hau ka lintlha tse lebisitsoeng ho c.ampaigns. Sethala se u lumella ho tsebahatsa Khoebo
Qualified Leads (MQLs) ho tsamaisa papatso campli-aigns tse ka eketsang ARPU hang-hang, tsa eketsa polokelo, tsa tseba menyetla e tšoanelehang, 'me tsa fana ka boiphihlelo bo ke keng ba lekanngoa ba ba ngolisitseng, ha u ntse u fana ka puseletso e qobellang matsete ho lidolara tsa hau tsa papatso.
Ho ithuta haholoanyane mabapi le hore na bafani ba lits'ebeletso tsa Broadband ba sebelisa Calix Engagement Cloud joang, sheba Litaba tsa rona tsa Katleho ea Bareki.
2777 Orchard Parkway, San Jose, CA 95134
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www.calix.com
Tl. 1 (09/23)
Litokomane / Lisebelisoa
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Bamameli ba Calix le Karohano [pdf] Bukana ea Mosebelisi Bamameli le Karohano, Karohano |