Ibyapa bya digitale biragenda bigaragara cyane mubicuruzwa biva mubunini kuva ahantu hamwe mama hamwe nububiko bwa pop kugeza kumurongo munini.Nyamara, benshi mubashobora gukoresha abakoresha bagaragaza gushidikanya kuburyo bashobora gutsindishiriza igiciro cyambere cyibimenyetso bya digitale.Nigute bashobora gupima ROI hamwe no kwerekana?
Gupima ROI mugurisha
Hariho inzira zitari nke zo gupima inyungu-ku-ishoramari ryerekana niba ufite intego zisobanutse neza nko kongera ibicuruzwa cyangwa kuzamura ibicuruzwa bya coupon.Umaze kugira izo ntego, urashobora gutegura ubukangurambaga bwose hamwe nibimenyetso bya digitale.
“Intego y'ibanze irashobora kongera ibicuruzwa muri rusange, cyangwa kugurisha ibicuruzwa runaka (nk'ikintu kiri hejuru cyane cyangwa ibarura rigomba kwimurwa).Uburyo bumwe bwo gupima inyungu kubushoramari bushobora kuba ugukoresha ibitangazamakuru bikize mugihe cyagenwe no gupima ibicuruzwa mugihe cyagenwe.Igurisha ROI naryo rishobora gupimwa mu gucungura coupon, "Mike Tippets, VP, kwamamaza imishinga, Hughes, mu kiganiro.
Ku masosiyete amwe n'amwe, imiyoboro gakondo nka fliers ntishobora kuba nziza nkuko byari bisanzwe, bityo ibimenyetso bya digitale birashobora gufasha kuzamura ubumenyi bwabakiriya muri rusange kubicuruzwa, bidasanzwe, ama coupons, gahunda yubudahemuka nandi makuru.
Food Lion, urunigi rw’ibiribwa rukorera muri leta 10 zo muri Mid-Atlantika no mu majyepfo y’amajyepfo y’Amerika, yasanze indege yacyo ya buri cyumweru itagenze neza bitewe n’uko abantu bose batayitwara hafi, bityo itangira gukoresha ibyapa bya digitale, umuguzi na Mu kiganiro twagiranye na Hispanic Latino BRG Intebe yintare.
Yakomeje agira ati: "Twashyize ahagaragara ibisubizo byerekana ibimenyetso bya digitale hafi 75 ku ijana by'amaduka yacu mu gihugu hose, cyane cyane mu mashami yacu yo kugemura / imigati.Ibimenyetso biteza imbere ibicuruzwa byihariye (harimo ibintu byo gusunika n'ibihe biryohereye ibihe), ibintu bihenze cyane, uburyo bwo kubona inyungu binyuze muri gahunda yacu y'ubudahemuka n'ibindi ”, Rodriguez.Ati: "Kuva twashyiraho ibimenyetso bya digitale, twabonye ubwiyongere bw'imibare ibiri yo kugurisha tuyita ahanini ku guhanga udushya."
Gupima ROI mubikorwa
Hariho byinshi kuri ROI kuruta kuzamura ibicuruzwa.Kurugero, ukurikije intego zawe, urashobora kwifuza ibimenyetso bya digitale kugirango bigufashe kumenyekanisha ibicuruzwa cyangwa gucungurwa kwa coupon cyangwa guhuza imbuga nkoranyambaga cyangwa ikindi kintu cyose.
Ati: "Hariho ROI yinyongera kugirango tumenye ibirenze kugurisha.Kurugero, abadandaza barashobora gukoresha ibyapa bya digitale kugirango bayobore porogaramu yubudahemuka cyangwa gupima inyungu zabakiriya kubicuruzwa cyangwa kuzamurwa hifashishijwe code ya QR, ”Tippets.
Hariho uburyo butari buke bwo gupima ibikorwa rusange hamwe nibimenyetso bya digitale.Bumwe mu buryo bworoshye ni ukubaza abakiriya kubijyanye nubushakashatsi bwuzuye bwabakiriya no kwitondera niba abakiriya bavuga ibyapa bya digitale kurubuga rusange.
Rodriguez yagize ati "abakiriya bitabiriye ibyapa bya digitale byabaye byiza cyane, hamwe no kunezeza abakiriya kugaragara mubushakashatsi bwabakiriya bacu.Abaguzi bahora batanga ibitekerezo byiza ku mbuga nkoranyambaga, ndetse na bagenzi bacu ku byapa, bityo tuzi ko babitayeho. ”
Abacuruzi barashobora kandi gukoresha tekinoroji igezweho kugirango bapime ibikorwa byabakiriya nibimenyetso bya digitale.Kurugero, isosiyete irashobora guhuza tekinoroji yo kumenyekanisha mumaso kugirango ifate demografiya yumukiriya cyangwa imyifatire yabo iyo begereye kwerekana.Bashobora kandi gukoresha interineti-y-ibintu-beacons kugirango basesengure inzira zabakiriya mu iduka kandi barebe igihe bareba ibyerekanwa.
Tippets yavuze ko aya makuru atanga, "amakuru yingenzi ku mibare y’abakiriya, imiterere yimodoka, igihe cyo guturamo, hamwe nigihe cyo kwitabwaho.Ayo makuru arashobora kandi gutwikirwa nibintu nkigihe cyumunsi cyangwa ikirere.Ubwenge bw'ubucuruzi bwakuwe ku byapa bya digitale burashobora kumenyesha ibyemezo byo gukora no kwamamaza kugira ngo ROI igere ahantu hamwe cyangwa ku mbuga nyinshi. ”
Byumvikane ko, byoroshye byoroshye kurengerwa naya makuru yose, niyo mpamvu abadandaza bakeneye guhora bazirikana intego zabo mugihe bakoresha ibimenyetso bya digitale, bityo bakamenya neza icyo bashaka.
Igihe cyo kohereza: Kanama-10-2021