Kutheni unxibelelwano lweQela lubaluleke ngakumbi kuneMartech Stack yakho

Unxibelelwano lweQela loThengiso noHlahlelo

Umbono ka-Simo Ahava we-atypical kumgangatho wedatha kunye nolwakhiwo lonxibelelwano luhlaziya igumbi lonke lokuphumla Yiya kuhlalutyo! inkomfa. I-OWOX, inkokheli yeMarTech kwingingqi ye-CIS, yamkele amawaka eengcali kule ndibano ukuze babelane ngolwazi lwabo kunye nemibono.

Iqela le-OWOX BI Ndingathanda ukuba ucinge malunga nomba ophakanyiswe nguSimo Ahava, onokuthi ngokuqinisekileyo ube nakho ukukhulisa ishishini lakho. 

Umgangatho weDatha kunye noMgangatho woMbutho

Umgangatho wedatha uxhomekeke kumntu ohlalutyo. Ngokwesiqhelo, singasola zonke iziphene kwidatha kwizixhobo, ukuhamba komsebenzi kunye nakwidatha. Kodwa ngaba oko kusengqiqweni?

Ukuthetha ngokuphandle, umgangatho wedatha ubotshelelwe ngokuthe ngqo kwindlela esinxibelelana ngayo kwimibutho yethu. Umgangatho wombutho umisela yonke into, ngokuqala kwindlela yokumbiwa kwedatha, uqikelelo, kunye nomlinganiso, uqhubeke ngokuqhubekeka, kwaye ugqibe ngomgangatho wonke wemveliso kunye nokwenza izigqibo. 

Iinkampani kunye neZakhiwo zoNxibelelwano

Masicinge ukuba inkampani igxile kwisixhobo esinye. Abantu abakule nkampani banomdla wokufumana iingxaki ezithile nokuzisombulula kwicandelo le-B2B. Yonke into intle, kwaye ngaphandle kwamathandabuzo uyazi iinkampani ezinje ngale.

Iziphumo ebezingalindelekanga zale nkampani zifihliwe kwinkqubo yexesha elide yokuphakamisa iimfuno zekhwalithi yedatha. Kwangelo xesha, kuya kufuneka sikhumbule ukuba izixhobo zenzelwe ukuhlalutya ukusebenza kwedatha ngeedatha kuphela kwaye zahlukile kwiingxaki zeshishini-nokuba zenzelwe ukuzisombulula. 

Kungenxa yoko le nto kuye kwavela olunye uhlobo lwenkampani. Ezi nkampani zikhethekileyo kulungiso lokuhamba komsebenzi. Banokufumana lonke iqela leengxaki kwiinkqubo zeshishini, bazibeke kwibhodi emhlophe, kwaye baxelele abaphathi:

Apha, apha, naphaya! Faka isicelo sesi sicwangciso seshishini kwaye uza kulunga!

Kodwa kuvakala kufanelekile ukuba kuyinyani. Ukusebenza kweengcebiso ezingasekelwanga ekuqondweni kwezixhobo kuyathandabuza. Kwaye abo bacebisana nabo bahlala bengasiqondi isizathu sokuba ezi ngxaki zivele, kutheni usuku ngalunye olutsha luzisa ubunzima kunye neempazamo, kwaye zeziphi izixhobo ezimiselwe ngokungachanekanga.

Ke ukusebenziseka kwezi nkampani kukodwa kulinganiselwe. 

Kukho iinkampani ezinolwazi nobuchule kwezoshishino kunye nolwazi lwezixhobo. Kwezi nkampani, wonke umntu uthathekile kukuqesha abantu abaneempawu ezintle, iingcali ezithile kwizakhono nakulwazi lwabo. Kuhle. Kodwa ngesiqhelo, ezi nkampani azijoliswanga ekusombululeni iingxaki zonxibelelwano ngaphakathi kwiqela, ezihlala zibona zingabalulekanga. Ke njengokuba kuvela iingxaki ezintsha, ukuzingelwa kwamagqwirha kuqala-leliphi ityala? Mhlawumbi iingcali ze-BI zibhidanise iinkqubo? Hayi, abadwelisi benkqubo abayifundanga inkcazo yobuchwephesha. Kodwa konke, ingxaki yokwenyani kukuba iqela alinakho ukucinga malunga nengxaki ngokucacileyo ukuyisombulula kunye. 

Oku kusibonisa ukuba nakwinkampani efakwe ziingcali ezipholileyo, yonke into iya kuthatha umzamo omkhulu kunokuba iyimfuneko ukuba umbutho awukho oqolileyo konele. Uluvo lokuba kufuneka ubemdala kwaye ube noxanduva, ngakumbi kwingxaki, yinto yokugqibela abantu abacinga ngayo kwiinkampani ezininzi.

Nditsho nomntwana wam oneminyaka emibini oza kuya enkulisa ubonakala ekhulile kuneminye imibutho endikhe ndasebenza nayo.

Awunakho ukudala inkampani esebenzayo kuphela ngokuqesha inani elikhulu leengcali, njengoko zonke zingene kwiqela elithile okanye kwisebe. Ke abaphathi bayaqhubeka nokuqesha iingcali, kodwa akukho nto itshintshayo kuba ubume kunye nengqondo yokuhamba komsebenzi ayitshintshi konke konke.

Ukuba awenzi nanye into ukwenza amajelo onxibelelwano ngaphakathi nangaphandle kwala maqela namasebe, yonke imizamo yakho iya kuba nantsingiselo. Yiyo loo nto isicwangciso sonxibelelwano kunye nokuvuthwa kugxile ku-Ahava.

Umthetho weConway usetyenzisiwe kwiiNkampani zoHlahlelo

Idatha enomdla-Umthetho weConway

Kwiminyaka engamashumi amahlanu eyadlulayo, umdwelisi wenkqubo ogama linguMelvin Conway wenza ingcebiso ethi kamva yaziwa ngokuba ngumthetho kaConway: 

Imibutho eyila iinkqubo. . . Banyanzelekile ukuba bavelise uyilo oluyikopi yeziseko zonxibelelwano zale mibutho.

UMelvin Conway, umthetho weConway

Ezi ngcinga zavela ngexesha apho ikhompyuter enye ilingana kwigumbi elinye ngokugqibeleleyo! Khawufane ucinge: Apha sineqela elinye elisebenza kwenye ikhompyuter, kwaye apho sineqela elinye elisebenza kwenye ikhompyuter. Kwaye kubomi bokwenyani, umthetho weConway uthetha ukuba zonke iziphene zonxibelelwano ezibonakala phakathi kwala maqela ziya kuboniswa kulwakhiwo kunye nokusebenza kweenkqubo abaziphuhlisayo. 

Inqaku lombhali:

Le ithiyori ihlolwe kaninzi kwihlabathi lophuhliso kwaye ixoxwe kakhulu. Eyona nkcazelo iqinisekileyo yomthetho weConway yenziwe nguPieter Hintjens, omnye wabadwelisi benkqubo ababenempembelelo ekuqaleni kweminyaka yoo-2000, owathi “ukuba ukwintlangano ezolileyo, uyakwenza isoftware emnandi.” (Amdahl ukuya kwiZipf: Imithetho Elishumi yeFizikisi yaBantu)

Kulula ukubona ukuba usebenza njani lo mthetho kwilizwe lentengiso kunye nohlalutyo. Kweli hlabathi, iinkampani zisebenza ngesixa esikhulu sedatha eqokelelwe kwimithombo eyahlukeneyo. Sonke sinokuvuma ukuba idatha ngokwayo ilungile. Kodwa ukuba uhlola idatha ngokusondeleyo, uya kubona konke ukungafezeki kwemibutho eqokelele idatha:

  • Amaxabiso aphosakeleyo apho iinjineli zingakhange zithethe ngomcimbi othile 
  • Iifomathi ezingalunganga apho kungekho mntu uhoye kwaye kungekho mntu uxoxayo ngenani leendawo zokugqibela
  • Ukulibaziseka konxibelelwano apho kungekho mntu uyazi ifomathi yotshintsho (ibhetshi okanye umsinga) kwaye ngubani omele afumane idatha

Kungenxa yoko le nto iinkqubo zokutshintshiselana ngedatha zibonisa ukungafezeki kwethu ngokupheleleyo.

Umgangatho wedatha kukufezekiswa kweengcali zezixhobo, iingcali ngokuhamba komsebenzi, abaphathi, kunye nonxibelelwano kubo bonke aba bantu.

Ezona Zakhiwo zoNxibelelwano ziBalaseleyo kunye neZona ziMbi kakhulu zoQeqesho

Iqela leprojekthi eliqhelekileyo kwi-MarTech okanye kwinkampani ye-analytics yokuthengisa ineengcali zeshishini (i-BI), izazinzulu zedatha, abayili, abathengisi, abahlalutyi, kunye nabadwelisi benkqubo (kuyo nayiphi na indibaniselwano).

Kodwa kuyakwenzeka ntoni kwiqela elingakuqondiyo ukubaluleka konxibelelwano? Masibone. Abadwelisi benkqubo baya kubhala ikhowudi ixesha elide, bezama nzima, ngelixa elinye icala leqela liya kulinda nje ukuba bapase ibhaton. Okokugqibela, inguqulelo ye-beta iya kukhutshwa, kwaye wonke umntu uya kumbombozela malunga nokuba kutheni kuthathe ixesha elide kangaka. Kwaye xa isiphoso sokuqala sivela, wonke umntu uya kuqala ukukhangela omnye umntu oza kusola kodwa hayi ngeendlela zokuthintela imeko ebabeke apho. 

Ukuba sijonga nzulu, siza kubona ukuba iinjongo ezifanayo khange ziqondwe ngokuchanekileyo (okanye konke). Kwaye kwimeko enjalo, siya kufumana imveliso eyonakeleyo okanye enesiphene. 

Khuthaza amaqela ahlukeneyo oqeqesho

Ezona mpawu zimbi kule meko:

  • Ukungabandakanyeki ngokwaneleyo
  • Ukungabikho kwenxaxheba ngokwaneleyo
  • Ukunqongophala kwentsebenziswano
  • Ukungathembani

Singayilungisa njani? Ngokwenene ngokwenza abantu bathethe. 

Khuthaza amaqela ahlukeneyo

Masiqokelele wonke umntu kunye, sibeke izihloko zeengxoxo, kunye neshedyuli yeentlanganiso zeveki: ukuthengisa kunye ne-BI, abadwelisi benkqubo kunye nabayili kunye neengcali zedatha. Emva koko siyathemba ukuba abantu bayathetha ngale projekthi. Kodwa oko akukonelanga kuba amalungu eqela awathethi ngale projekthi iphela kwaye abathethi neqela liphela. Kulula ukuba nekhephu phantsi kwamashumi eentlanganiso kwaye akukho ndlela yokuphuma kwaye akukho xesha lokwenza umsebenzi. Kwaye loo miyalezo emva kweentlanganiso iyakubulala lonke ixesha kunye nokuqonda malunga nento ekufuneka yenziwe emva koko. 

Kungenxa yoko le nto ukudibana linyathelo lokuqala kuphela. Sisenazo iingxaki:

  • Unxibelelwano olubi
  • Ukungabikho kweenjongo ezifanayo
  • Ukungabandakanyeki ngokwaneleyo

Ngamanye amaxesha, abantu bazama ukudlulisa ulwazi olubalulekileyo malunga neprojekthi koogxa babo. Kodwa endaweni yokuba umyalezo ungene, umatshini wokuhleba ubenzela yonke into. Xa abantu bengazi ukuba babelane njani ngeengcinga zabo kunye nemibono ngokufanelekileyo nakwindawo efanelekileyo, ulwazi luya kulahleka endleleni eya kumamkeli. 

Ezi ziimpawu zenkampani enengxaki yokunxibelelana. Kwaye iqala ukubaphilisa ngeentlanganiso. Kodwa sihlala sinesinye isisombululo.

Khokela wonke umntu ukuba athethe malunga neprojekthi. 

Unxibelelwano oluninzi ngezigaba kumaqela

Ezona mpawu zibalaseleyo zale ndlela:

  • elubala
  • Ukubandakanyeka
  • Ulwazi nokutshintshiselana ngezakhono
  • Imfundo engapheliyo

Olu lolwakhiwo olunzima kakhulu olunzima ukuyila. Unokwazi izakhelo ezimbalwa ezithatha le ndlela: I-Agile, i-Lean, iSkram. Ayinamsebenzi nokuba uyiqamba ngantoni; Zonke zakhiwe kumgaqo "wokwenza yonke into kunye ngexesha elinye". Zonke ezo khalenda, imigca yemisebenzi, imiboniso yeedemo, kunye neentlanganiso zokuma zijolise ekwenzeni abantu bathethe malunga neprojekthi rhoqo kunye kunye.

Kungenxa yoko le nto ndithanda i-Agile kakhulu, kuba ibandakanya ukubaluleka konxibelelwano njengemfuneko yokusinda kweprojekthi.

Kwaye ukuba ucinga ukuba ungumhlalutyi ongayithandiyo i-Agile, jonga ngenye indlela: Kuyanceda ukuba ubonise iziphumo zomsebenzi wakho-yonke idatha yakho eqhutyiweyo, ezo dashboards zibalaseleyo, iiseti zedatha yakho- ukwenza abantu yixabise imizamo yakho. Kodwa ukwenza oko, kuya kufuneka udibane noogxa bakho kwaye uthethe nabo kwitafile ejikelezayo.

Yintoni elandelayo? Wonke umntu sele eqalile ukuthetha ngale projekthi. Ngoku sinayo ukungqina umgangatho yeprojekthi. Ukwenza oku, iinkampani zihlala ziqesha umcebisi ngezona ziqinisekiso zemfundo ziphezulu. 

Eyona khrayitheriya iphambili yomcebisi olungileyo (ndiyakuxelela kuba ndingumcebisi) ihlala inciphisa ukubandakanyeka kwakhe kwiprojekthi.

Umcebisi ngekhe ondle inkampani amaqhekeza amancinci eemfihlo zobuchwephesha kuba oko ngekhe kuyenze ukuba inkampani ivuthwe kwaye izenzele. Ukuba inkampani yakho ayinakuhlala ngaphandle komcebisi wakho, kuya kufuneka uthathele ingqalelo umgangatho wenkonzo oyifumeneyo. 

Ngendlela, umcebisi akufuneki enze iingxelo okanye abe zizandla ezongezelelweyo ezizezakho. Unabalingane bakho bangaphakathi kuloo nto.

Ukuqesha Abathengisi bezeMfundo, hayi ukuThunyelwa

Eyona njongo iphambili yokuqesha umcebisi yimfundo, ukulungisa izakhiwo kunye neenkqubo, kunye nokwenza lula unxibelelwano. Indima yomcebisi ayikokunika ingxelo yanyanga zonke kodwa kukuzifaka ngokwakhe kwiprojekthi kwaye ubandakanyeke ngokupheleleyo kwimisebenzi yemihla ngemihla yeqela.

Entle umcebisi weqhinga lokuthengisa Uvala izikhewu kulwazi nokuqonda kwabathathi-nxaxheba beprojekthi. Kodwa ngekhe angaze amenzele omnye umntu lo msebenzi. Kwaye ngenye imini, wonke umntu uya kudinga ukusebenza kakuhle ngaphandle komcebisi. 

Iziphumo zonxibelelwano olusebenzayo kukungabikho kokuzingelwa kwabathakathi kunye nokwalatha ngeminwe. Ngaphambi kokuba umsebenzi uqalwe, abantu babelana ngokungathandabuzeki kunye nemibuzo yabo namanye amalungu eqela. Yiyo loo nto uninzi lweengxaki zisonjululwa ngaphambi kokuba umsebenzi uqale. 

Makhe sibone ukuba zonke ezo zinto zinempembelelo njani kwelona candelo linzima lomsebenzi wohlalutyo lokuthengisa: ukuchaza ukuhamba kwedatha kunye nokudibanisa idatha.

Lwakhiwe njani uLwabiwo loNxibelelwano kuTshintsho lweDatha kunye nokuSebenza?

Masicinge ukuba sinemithombo emithathu esinika le datha ilandelayo: idatha yezithuthi, idatha yemveliso ye-e-yorhwebo / idatha yokuthenga evela kwinkqubo yokunyaniseka, kunye nedatha yohlalutyo lweselfowuni. Siza kuhamba ngamanqanaba okulungisa idatha nganye nganye, ukusuka ekusasazeni yonke loo datha kuGoogle Cloud ukuthumela yonke into ukuze ibonwe ngaphakathi Isitudiyo sedatha kaGoogle ngoncedo lwe Google BigQuery

Ngokusekwe kumzekelo wethu, yeyiphi imibuzo ekufuneka ibuzwe ngabantu ukuqinisekisa unxibelelwano olucacileyo kwinqanaba ngalinye lokuqhubekeka kwedatha?

  • Inqanaba lokuqokelelwa kwedatha. Ukuba sikhohliwe ukulinganisa into ethile ebalulekileyo, asinakubuyela umva ngexesha kwaye siyilinganise kwakhona. Izinto ekufuneka ziqwalaselwe kwangaphambili:
    • Ukuba asazi ukuba sithini ezona parameter zibalulekileyo kunye nezinto eziguquguqukayo, sinokujongana njani nawo wonke umonakalo?
    • Ziza kufakwa njani iziganeko?
    • Yintoni eya kuba sisazisi esikhethekileyo sokuhamba kwedatha okukhethiweyo?
    • Siza kulukhathalela njani ukhuseleko kunye nemfihlo? 
    • Siza kuyibutha njani idatha apho kukho izithintelo ekuqokeleleni idatha?
  • Ukudibanisa idatha kungena kumjelo. Cinga ngoku kulandelayo:
    • Imigaqo ephambili ye-ETL: Ngaba yibhetshi okanye uhlobo lokusasaza kwedatha? 
    • Siza kuyiphawula njani indibaniselwano yokuhanjiswa kwedatha yomjelo kunye nebhetshi? 
    • Siza kubahlengahlengisa njani kwischema efanayo yedatha ngaphandle kwelahleko kunye neempazamo?
    • Ixesha kunye nexesha lokulandelelana kwemibuzo: Siza kuzijonga njani izitampu zamaxesha? 
    • Singazi njani ukuba ukulungiswa kwedatha kunye nokucebisa kusebenza ngokuchanekileyo ngaphakathi kweendlela zexesha?
    • Siza kuqinisekisa njani ukubetha? Kwenzeka ntoni ngokungasebenzi kakuhle?

  • Inqanaba lokudityaniswa kwedatha. Izinto ekufuneka ziqwalaselwe:
    • Useto olukhethekileyo lweenkqubo ze-ETL: Sinokwenza ntoni nedatha engekhoyo?
      Ukubamba okanye ukucima? 
    • Ngaba sinokufumana inzuzo kuyo? 
    • Iya kuba nefuthe njani kumgangatho wayo yonke idatha esetiweyo?

Umgaqo-siseko wokuqala wawo onke la manqanaba kukuba iimpazamo zigcinana ngaphezulu kwelinye kwaye zizuze ilifa komnye nomnye. Idatha eqokelelwe ngesiphene kwinqanaba lokuqala iya kwenza ukuba intloko yakho itshise kancinci kuwo onke amabakala alandelayo. Umgaqo wesibini kukuba kufuneka ukhethe amanqaku ekuqinisekisweni komgangatho wedatha. Kuba kwinqanaba lokudityaniswa, yonke idatha iya kudityaniswa kunye, kwaye awuyi kuba nakho ukuphembelela umgangatho wedatha exubeneyo. Oku kubaluleke kakhulu kwiiprojekthi zokufunda ngomatshini, apho umgangatho wedatha uya kuchaphazela umgangatho weziphumo zokufunda ngomatshini. Iziphumo ezilungileyo azifumaneki kwidatha ekumgangatho ophantsi.

  • yomfanekiso
    Eli linqanaba le-CEO. Kusenokwenzeka ukuba ukhe weva ngale meko xa u-CEO ejonga amanani akwideshibhodi kwaye athi: “Kulungile, sinenzuzo eninzi kulo nyaka, nangaphezulu kunangaphambili, kodwa kutheni zonke iiparameter zezemali kwindawo ebomvu ? ” Kwaye ngalo mzuzu, lixesha lokujonga iimpazamo, njengoko bekufanele ukuba babanjwa kwakudala.

Yonke into isekwe kunxibelelwano. Kwaye kwizihloko zencoko. Nanku umzekelo wento ekufanele ukuba ixoxwe ngelixa ulungiselela ukusasazwa kweYandex:

Ukuthengisa i-BI: I-Snowplow, uGoogle Analytics, iYandex

Uya kufumana iimpendulo kuninzi lwale mibuzo kunye neqela lakho liphela. Kungenxa yokuba xa umntu othile esenza isigqibo esisekwe kuqikelelo okanye kuluvo lomntu ngaphandle kokuvavanya umbono nabanye, iimpazamo zinokuvela.

Ubunzima bukho kuyo yonke indawo, nkqu nakwiindawo ezilula.

Nanku omnye umzekelo: Xa ulandela umkhondo wenqaku lamakhadi emveliso, umhlalutyi uqaphela impazamo. Kwidatha yokubetha, konke ukubonakala okuvela kuzo zonke iibhanile kunye namakhadi emveliso athunyelwe kanye emva kokulayisha iphepha. Kodwa asinakuqiniseka ukuba umsebenzisi ujonge yonke into ephepheni. Umhlalutyi uza kwiqela ukuba azise malunga noku ngokweenkcukacha.

I-BI ithi asinakuyishiya imeko enjalo.

Singayibala njani i-CPM ukuba asinakuqiniseka nokuba imveliso ibonisiwe? Yeyiphi i-CTR efanelekileyo yemifanekiso emva koko?

Abathengisi bayaphendula:

Jonga, wonke umntu, sinokwenza ingxelo ebonisa eyona CTR kwaye uyiqinisekise ngokuchasene nesibhengezo sokuyila okanye ifoto kwezinye iindawo.

Ke abaphuhlisi baya kuthi:

Ewe, singayisombulula le ngxaki ngoncedo lwendibaniselwano yethu entsha yokulandela umkhondo kunye nokujonga ukubonakala kwesifundo.

Okokugqibela, abayili be-UI / UX bathi:

Ewe! Sinokukhetha ukuba sifuna ukuskrola okanye ubuqhetseba obungunaphakade okanye ubuhedeni ekugqibeleni!

Nanga amanyathelo la liqela elincinci lihambileyo:

  1. Uchaze ingxaki
  2. Inike iziphumo zeshishini lengxaki
  3. Ilinganise ifuthe lotshintsho
  4. Yenza izigqibo zobugcisa
  5. Ufumene ingeniso engeyonto ingabalulekanga

Ukusombulula le ngxaki, kufuneka bajonge ukuqokelelwa kwedatha kuzo zonke iinkqubo. Isisombululo esisesinye kwinxalenye ye-schema sedatha asizukusombulula ingxaki yeshishini.

lungelelanisa uyilo

Yiyo loo nto kufuneka sisebenzisane. Idatha kufuneka iqokelelwe ngokuthembekileyo yonke imihla, kwaye kunzima ukwenza oko. Kwaye i umgangatho wedatha kufuneka ufezekiswe ukuqesha abantu abafanelekileyo, ukuthenga izixhobo ezifanelekileyo, kunye nokutyala imali, ixesha, kunye nomzamo ekwakheni izakhiwo zonxibelelwano ezifanelekileyo, ezibalulekileyo kwimpumelelo yombutho.

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.