I-Retina AI: Ukusebenzisa i-AI eQikelelayo ukuSebenzisa amaPhulo eNtengiso kunye nokuseka iXabiso loBomi boMthengi (CLV)

IRetina AI Persona Predictive Customer Lifetime Value CLV

Imo engqongileyo iyatshintsha ngokukhawuleza kubathengisi. Ngohlaziyo olutsha olugxile kubumfihlo be-iOS oluvela kwi-Apple kunye ne-Chrome esusa iikuki zomntu wesithathu ngo-2023 - phakathi kolunye utshintsho - abathengisi kufuneka bahlengahlengise umdlalo wabo ukuze uhambelane nemithetho emitsha. Olunye utshintsho olukhulu lixabiso elonyukayo elifunyenwe kwidatha yomntu wokuqala. Iimveliso ngoku kufuneka zithembele kwidatha yokungena kunye neyeqela lokuqala ukunceda ukuqhuba amaphulo.

Yintoni iXabiso loBomi boMthengi (CLV)?

Ixabiso loBomi boMthengi (CLV) yimetric eqikelela ukuba lingakanani ixabiso (elidla ngokuba yingeniso okanye ingeniso yengeniso) nawuphi na umthengi onikiweyo uya kuzisa kwishishini ekuhambeni kwexesha elipheleleyo abanxibelelana ngalo ne-brand yakho—ixesha elidlulileyo, elikhoyo nelizayo.

Olu tshintsho lwenza ukuba kunyanzelekile ukuba amashishini aqonde kwaye aqikelele ixabiso lobomi bomthengi, nto leyo ebanceda ukuba bachonge amacandelo abalulekileyo abathengi bohlobo lwabo ngaphambi kwendawo yokuthenga kunye nokwandisa izicwangciso zabo zokuthengisa ukuze bakhuphisane kwaye baphumelele.

Ayizizo zonke iimodeli ze-CLV ezenziwe zilingana, nangona kunjalo - uninzi luyivelisa ngokudibeneyo kunenqanaba lomntu, ngoko ke, abakwazi ukuqikelela ngokuchanekileyo i-CLV yexesha elizayo. Ngenqanaba lomntu ngamnye le-CLV eveliswa yiRetina, abathengi bayakwazi ukuhlekisa malunga nokuba yintoni eyenza abathengi babo abangcono bahluke kuye wonke umntu kwaye badibanise olo lwazi ukunyusa inzuzo yephulo labo elilandelayo lokufumana abathengi. Ukongeza, iRetina iyakwazi ukubonelela ngoqikelelo oluguquguqukayo lwe-CLV olusekwe kunxibelelwano lwangaphambili lomthengi kunye ne-brand, ivumela abathengi ukuba bazi ukuba ngabaphi abathengi abafanele bajolise kubo ngeentengiso ezikhethekileyo, izaphulelo, kunye nentengiso.  

Yintoni iRetina AI?

I-Retina AI isebenzisa ubukrelekrele bokwenziwa ukuqikelela ixabiso lobomi bomthengi ngaphambi kwentengiselwano yokuqala.

Retina AI kuphela kwemveliso eqikelela i-CLV yexesha elide yabathengi abatsha eyenza abathengisi bokukhula benze iphulo okanye izigqibo zokuphucula uhlahlo lwabiwo-mali lwejelo ngexesha elikufutshane-lokwenyani. Umzekelo weqonga le-Retina elisetyenziswayo ngumsebenzi wethu kunye noMadison Reed owayekhangela isisombululo sexesha langempela lokulinganisa kunye nokwandisa amaphulo kwi-Facebook. Iqela lalapho likhethe ukwenza uvavanyo lwe-A/B olusekelwe kwi I-CLV:CAC (iindleko zokufunyanwa kwabathengi) umlinganiselo. 

Madison Reed Case Study

Ngephulo lovavanyo kuFacebook, iMadison Reed ijolise ekufezekiseni ezi njongo zilandelayo: Ukulinganisa iphulo i-ROAS kunye ne-CLV kufutshane nexesha lokwenyani, ulwabiwo ngokutsha uhlahlo lwabiwo-mali olubhekiselele kumaphulo anengeniso ethe chatha kwaye uqonde ukuba yeyiphi intengiso yokuyila ekhokelele kowona mlinganiselo uphakamileyo we-CLV: CAC.

UMadison Reed wamisela uvavanyo lwe-A / B usebenzisa abaphulaphuli abajoliswe kubo bobabini amacandelo: abafazi abaneminyaka eyi-25 ubudala okanye ngaphezulu eUnited States abangazange babe ngumthengi waseMadison Reed.

  • Iphulo A yayilishishini njengesiqhelo iphulo.
  • Iphulo B lalungiswa njengecandelo lovavanyo.

Ukusebenzisa ixabiso lobomi bomthengi, icandelo lovavanyo liphuculwe ngokufanelekileyo ekuthengeni kwaye libi ngokuchasene nabangabhalisileyo. Omabini amacandelo asebenzise uyilo lwentengiso efanayo.

UMadison Reed uqhube uvavanyo kwi-Facebook kunye ne-50 / 50 yokwahlula kwiiveki ze-4 ngaphandle kotshintsho oluphakathi kwephulo. Umlinganiselo we-CLV:CAC inyuke nge-5% ngoko nangoko, njengesiphumo esithe ngqo sokuphucula iphulo usebenzisa ixabiso lobomi bomthengi ngaphakathi komphathi weentengiso ze-Facebook. Kunye nomlinganiselo ongcono we-CLV:CAC, iphulo lovavanyo lifumene impembelelo engakumbi, ukuthengwa kwewebhusayithi okuninzi, kunye nemirhumo engaphezulu, ekugqibeleni ikhokelele ekwandeni kwengeniso. UMadison Reed ugcinwe kwiindleko ngembono nganye kunye nexabiso lokuthenga ngokuthenga ngelixa ufumana abathengi abaxabisekileyo bexesha elide.

Ezi ntlobo zeziphumo ziqhelekile xa usebenzisa iRetina. Ngokwe-avareji, i-Retina yonyusa ukusebenza kakuhle kwentengiso nge-30%, yongeza i-CLV nge-44% enababukeli abafanayo, kwaye ifumana i-8x Return kwi-Ad Spend (ROAS) kumaphulo okufumana xa kuthelekiswa neendlela eziqhelekileyo zokuthengisa. Ukwenza umntu okusekwe kwixabiso eliqikelelweyo lomthengi kwisikali ngexesha lokwenyani ekugqibeleni litshintsha umdlalo kwitekhnoloji yokuthengisa. Ugxininiso lwayo ekuziphatheni kwabathengi endaweni yedemographics yenza kube yinto ekhethekileyo kunye nengqiqo yokusetyenziswa kwedatha ukuguqula imikhankaso yokuthengisa ibe yimpumelelo, ehambelanayo.

I-Retina AI inikezela ngezakhono ezilandelayo

  • Amanqaku aphambili e-CLV -I-Retina ibonelela ngamashishini ngeendlela zokufumana amanqaku kubo bonke abathengi ukuchonga umgangatho okhokelayo. Amashishini amaninzi awaqinisekanga ukuba ngabaphi na abathengi abaya kunika elona xabiso liphezulu ebomini babo. Ngokusebenzisa i-Retina ukulinganisa imbuyekezo esisiseko somndilili kwinkcitho yentengiso (i-ROAS) kuwo onke amaphulo kunye nokuqhubeka nokufaka amanqaku okukhokela kunye nokuhlaziya ii-CPA ngokufanelekileyo, uqikelelo lukaRetina luvelisa i-ROAS ephezulu kakhulu kwiphulo elathi lalungiswa kusetyenziswa i-eCLV. Oku kusetyenziswa kobuchule bobukrelekrele bokwenziwa kunika amashishini iindlela zokuchonga nokufikelela kubathengi ezibonisa ixabiso elishiyekileyo. Ngaphandle kwamanqaku omthengi, i-Retina inokudibanisa kunye nedatha yecandelo ngokusebenzisa iqonga ledatha yomthengi ukunika ingxelo kuzo zonke iinkqubo.
  • UPhulo loHlahlo-lwabiwo-mali loPhulo -Abathengisi abanobuchule bahlala bekhangela iindlela zokwandisa inkcitho yabo yentengiso. Umba kukuba uninzi lwabathengisi kufuneka balinde ukuya kuthi ga kwiintsuku ze-90 ngaphambi kokuba balinganise ukusebenza kwephulo langaphambili kwaye bahlengahlengise uhlahlo lwabiwo-mali oluzayo ngokufanelekileyo. I-Retina Early CLV ixhobisa abathengisi ukuba benze ukhetho olufanelekileyo malunga nokugxila kwiintengiso zabo ngexesha lokwenyani, ngokugcina iiCPA zabo eziphezulu kubathengi bexabiso eliphezulu kunye nethemba. Oku kwandisa ngokukhawuleza iiCPA ekujoliswe kuzo zamaphulo exabiso eliphezulu ukuvelisa i-ROAS ephezulu kunye namazinga aphezulu okuguqulwa. 
  • Izibukeli beeNtloko – I-Retina siye saqaphela ukuba iinkampani ezininzi zine-ROAS ephantsi kakhulu-idla ngokujikeleza i-1 okanye ngaphantsi kwe-1. Oku kwenzeka rhoqo xa inkcitho yentengiso yenkampani ingahambelani nethemba labo okanye ixabiso lokuphila kwabathengi abakhoyo. Enye indlela yokunyusa ngokumangalisayo i-ROAS kukwenza abaphulaphuli abakwixabiso elisekwe kwixabiso elibonakalayo kunye nokuseta iminqwazi yebhidi ehambelanayo. Ngale ndlela, amashishini anokwandisa inkcitho yentengiso ngokusekwe kwixabiso abathengi abaza kuzizisa ekuhambeni kwexesha. Amashishini anokuphinda kathathu imbuyekezo yawo kwintengiso eyichitha kunye nomthengi weRetina ubomi bonke obusekwe kwixabiso labaphulaphuli abanje ngembonakalo.
  • Ixabiso eliSekwe kwixabiso -Ukubhida okusekwe kwixabiso kuqikelelwa kuluvo lokuba nabathengi abakwixabiso eliphantsi bafanele ukufunyanwa 一xa nje ungachithi kakhulu ukuzuza. Ngaloo ngcinga, i-Retina inceda abathengi baphumeze ibhidi esekelwe kwixabiso (VBB) kwiiphulo zabo zikaGoogle kunye ne-Facebook. Ukuseta ii-bid caps kunokunceda ekuqinisekiseni i-LTV ephezulu: i-CAC ratios kwaye inika abathengi ukuba bhetyebhetye ngakumbi ukuguqula iiparamitha zephulo ukuze zilungele iinjongo zoshishino. Ngeentloko zebhidi eziguqukayo ezivela kwi-Retina, abaxumi baphucule ngokubonakalayo umlinganiselo wabo we-LTV:CAC ngokugcina iindleko zokufumana zingaphantsi kwe-60% ye-bid caps yabo.
  • Imali kunye neMpilo yabaThengi – Ingxelo ngempilo kunye nexabiso lesiseko sabathengi bakho. Umgangatho weNgxelo yabaThengi™ (QoC) ibonelela ngocazululo oluneenkcukacha lwesiseko sabathengi benkampani. I-QoC igxile kwi-metrics yabathengi abajonge phambili kunye neeakhawunti zokulingana kwabathengi ezakhiwe ngokuphindaphindiweyo kokuziphatha kokuthenga.

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