Ukusuka Ekukrenteleni I-Traffic Kuya Kwizici Zemininingwane: Injini Entsha Yokukhula Kwezohwebo Lwangaphandle
Inkinga Yezohwebo Lwangaphandle Lwendabuko
Sanibonani nonke. Masicobelela engxenyeni yokuqala, nokungenzeka ukuthi eyisindayo kunazo zonke, yengxoxo yanamuhla: engiyibiza "Inkinga Yezohwebo Lwangaphandle Lwendabuko". Le "nkinga" imele ubunzima kanye nokudideka okujulile. Ngiyakholwa ukuthi abaningi babanini bezindaba kanye nabaqondisi bezohwebo lwangaphandle abakhona, baqubuka ngebhalansi lezimali eliba nzima ukulawula.
Masibheke esimweni esijwayelekile. I-Canton Fair, amahholo akhanyiswe kahle, kugcwele isixuku. Ummeli wenkampani, masimbize uMnu. Li, umi phambi kwesakhiwo sakhe esiklanywe ngobuciko, egqoke ukumamatheka kwezobuchwepheshe, kuyilapho ehlanganisa izibalo ngokushesha emqondweni. Isakhiwo esijwayelekile samamitha ayisithupha, izinsuku ezimbalwa emkhosini, kanye nezindleko zokuhlobisa, ukuthunyelwa kwamasampula, nokuhamba zimane zidlula amakhulu ezinkulungwane ezintathu zamarandi. Uyazixwayisa ukuthi lokhu kuwukutshalwa kwemali okudingekayo, yithuba legolide lokuhlangana namakhasimende. Phakathi nezinsuku, uqoqa amakhadi ezindaba angamakhulu, kodwa mangaki avela kumthengi ongaba khona ngempela, mangaki avela kubaqhudelani, futhi mangaki alandela nje ukugcwa kwezinkomba? Akazi. Ngemva komkhosi, ithimba lakhe lezithengiso lisebenzisa amasonto elandela lezi zinkomba, kaningi iziphumo zidabukisayo: amameyili amaningi awaphendulwa, futhi impendulo eyenzeka ngezikhathi ezithile ivame ukuphela ngemva kokubuza intengo. Izindleko ngokuxhumana okusebenzayo ngalowo mqulu omkhulu wamakhadi ziyakhathaza.
Uma imikhosi yezohwebo ifana nokusingatha imicimbi yokugombisana ehlakaniphile, khona-ke ukusungula isitolo kumapulatifomu amakhulu e-B2B kufana nokuvula isitolo esitolo esivame kakhulu, nesisinde kakhulu emhlabeni jikelele. Inkampani kaMnu. Li nayo yabhalisela isizindalwazi esiphambili se-B2B sasemhlabeni jikelele kusenesikhathi. Izinzuzo zonyaka, izindleko zokukhangisa, nezindleko zokuncintisana ezingeni ziyengeza ezinye izindleko eziqinile ezingamakhulu ezinkulungwane zamarandi zonyaka. Ekuqaleni, iziphumo bezethembisa, ngokuqaphela nsuku zonke okwakwenza ithimba libe matasa. Kodwa kancane kancane, izinkinga zavela. Umthamo wokubuza wawubukeka uzinzile, kodwa ikhwalithi yephuka. Okuningi kwakulula ngokweqile — kwakumane kuthi "sicela unikeze intengo" ngaphandle kwembulunge yekompani noma izidingo ezithile. Abasebenzi bezithengiso bachitha isikhathi esiningi baze bathole ukuthi umbuza kungenzeka ukuthi ungumlamuli noma ngisho nomncintisani ohlola izintengo. Okudabukisayo kakhulu ukuthi isiko lokuthenga ngentengo elula lendabuko. Abathengi bavame ukuthumela umbuzo ofanayo kwabahlinzeki abaningi bese balindele intengo ephansi kakhulu. Umkhiqizo wakho kungenzeka ube nobuciko obungcono, ikhwalithi ethembekile, noma inkonzo ephakeme, kodwa ungakhishwa esigabeni sokuqala sokuthenga ngentengo kuphela. UMnu. Li wathola ithimba lakhe lisanda kwenza okufana nesevisi yekhasimende, liminyene emibuzweni enomthamo omkhulu nekhwalithi ephansi, belilwa ukuthi lingazibandakanya nengxoxo enengqondo nabathengi abanesibopho.
Le yisimo esibucayi esibaningi ababhekana naso. Ngakwendliwe ezinkampanini eziningi zohwebo lwangaphandle, ngizwile izindaba eziningi ezifana nezikaMnu. Li. Ngonyaka odlule, umnikazi wenkampani enkulu yezimshini yokuthumela ngaphandle wabelana nami ngesibalo esitshelayo. Ukuchitha kwabo kwaminyaka yonke ngokungqondile kumikhosi yezohwebo namalungelo amalungu epulatifomu le-B2B kanye nezikhangiso kwedlula amakhulu ezinkulungwane ezisishiyagalombili amarandi. Nokho, inani lamakhasimende amasha athembekile ngempela athenga ngaleyo ndlela lalingaphansi kwahlanu. Lokho kusho ukuthi, izindleko ezijwayelekile zokuthola ikhasimende elilodwa elithembekile, kwakungamakhulu ezinkulungwane ezilishumi nesithupha amarandi — kungabalwa nezindleko ezifihlekile njengezikhathi zethimba. Le nombolo iyethusa. Ukukhula okungagudli kuye kwaba yinto ejwayelekile. Izinkampani ziminyene emjikelezweni omubi: azikwazi ukuma ukutshala kulezi zindlela zendabuko, kodwa imbuyiselo ayivumi izindleko, futhi imigoqo iya nciphisa.
Inkinga ejulile kakhulu "ukungaxhumani" nokulahlekelwa "ukulawula". Emkhosini wezohwebo, ushintshana ngamakhadi ngokushesha; ngemva kwalokho, awunalo ulwazi lokuthi ikhasimende lifunde i-imeyili yakho, livakashele isizindalwazi sakho, noma ngabe yimuphi umkhiqizo oyalithanda. Kumapulatifomu e-B2B, imininingwane yokuthi ikhasimende libuke yimuphi umkhiqizo, isikhathi esichithe, izwe lalo, noma yisiphi isitolo somncintisani esivakashele ngokulandelayo — konke lokhu kungokwepulatifomu. Awukwazi. Ucwecwe olujiyile, olungabonakali luhlukanisa wena nekhasi lakho. Ungalinda kuphela ukuthi umuntu azithumele umbuzo, ngaphandle kolwazi ngezenzo zakho zangaphambilini, izintandokazi, noma ubunikazi bangempela. Lokhu yilokho esikubiza ngokuthi "isiqiwu sedatha." Izinkampani zifana nabadobi basendle enkangala, badubula ngokususelwa kwithuba nangezwi ngezikhathi ezithile, zithembele ikakhulu enhlanhla.
Ngaleso sikhathi, isimilo sabathengi bomhlaba wonke sishintshile ngokuyisisekelo. Abathengi bamazwe aphesheya, ikakhulukazi abathengi abaqeqeshiwe emakethe avuthiwe njengeYurophu ne-US, izinqubo zabo zokuthatha izinqumo seziyidijithali kakhulu. Ucwaningo lwemboni lukhombisa ukuthi ngaphezu kwamaphesenti angamashumi ayisishiyagalombili abenzi bezinqumo ze-B2B baqeda ngokuzimela ingxenye engaphezu kwesigamu sendlela yabo ngaphambi kokuxhumana nombhali. Bashesha i-Google ngezimpawu zobuchwepheshe nezisombululo zemboni, bafunde amabhulogi emboni namaphepha okuhlaziya, babheke emuva kwenkampani yombhali nethimba ku-LinkedIn, futhi bacwaninge ngokucophelela isizindalwazi esizimele sombhali, bahlole ubungcweti, amandla obuchwepheshe nokuthenjwa komkhiqizo. Ngemva kwalokhu konke "ukuphenywa kwemvelaphi," babe besethumela lowo mbuzo oqaphelisiwe noma bathole ulwazi lokuxhumana ngokuqondile.
Nokho, izindlela zethu eziningi zohwebo lwangaphandle lwendabuko, ziphuthelwa yile ndlela ende, yedijithali yangaphambi kwesinqumo. Lapho abathengi bashesha ku-Google, isizindalwazi sethu esizimele singase singabi nokuqukethwe okufanele noma isikhundla sokusesha sibe ngaphezulu kwamakhasi amaningi. Lapho abathengi befuna ukuqonda ukuthambela kwemboni, umkhiqizo wethu awukhiphi noma yisiphi isignali yobungcweti. Lapho bezama ukuhlola ukuthi ingabe siyinkampani ethembekile, yezobuchwepheshe, bangase bathole kuphela isizindalwazi esilula, esidala, esingavuselelwanga, esinezithombe zomkhiqizo kuphela namaphepha wokucacisa. Ekugcineni, singena kuphela esigabeni sokugcina—isigaba sokubuza intengo—sibe yingxenye yabahlinzeki abaningi, ngokungapheki singeniwe emkhankasweni wokuthenisana ngentengo.
Ngakho-ke, iqiniso eliyisisekelo lalenkinga yileli: umhlaba wangaphandle ungenile enkathini yokuhamba ngokuqondile, kuyilapho abaningi bethu sisahamba olwandle olubanzi ngamakhampasi nezinkanyezi. Izindleko ziya ngaphezulu, ukusebenza kahle kuyancipha, amakhasimende aya kude, futhi inzuzo iyancipha. Le mpompi yokuthola amakhasimende enezindleko ezinkulu nokusebenza okuphansi ayicisi nje imali engenayo; icima nomoya wethimba nangesibindi sokuthuthuka. Akuyona inkinga encane engafanele ukunakwa, kodwa yisizathu esiyisisekelo esisongela ukuphila nokukhula kwezohwebo lwangaphandle. Ngaphandle kokweqa le mpompi, ukukhula akunakwenzeka. Isihluthulelo singekaphalini “elahlweni elimnyama” esilishiyile futhi sifunde ukubona indlela eya phambili. Lokhu kusiholela ekutholeni izimpendulo emininingwaneni.
Isu Elilawulwa Yimininingwane: Injini Entsha Yokukhula
Siphakamisa amakhanda ethu kulesi simo esixakanisayo, singase sibuza: Iphi indlela eya phambili? Uma izindlela zendabuko ziholela ekupheleni, injini entsha yokukhula iphi? Impendulo, isekelwe ekungqubuzaneni esisanda kukusho — lapho isimilo somthengi womhlaba wonke sebe lidijithali ngokugcwele, izindlela zethu zokuthola amakhasimende zisakuma enkathini yokulingisa. Lokhu kwehluka, kuyithuba elikhulu kakhulu. Isu elilawulwa yimininingwane, akuyona into ethandwayo, kepha kuyisinqumo esiyimpoqo sokulungisa lokhu kwehluka, nokubuyisa ukukhula kwezohwebo lwangaphandle endleleni efanele.
Masibeke imephu enemininingwane yendlela yokuthenga kwenye yabathengi bamazwe aphesheya. Cabanga ngoMarkus, umphathi wokuthenga wobuchwepheshe wenkampani enkulu yokukhiqiza yaseJalimane. Inkampani yakhe idinga ukuthuthukisa ingxenye ebalulekile kumugqa wokukhiqiza othomathikayo. Isinyathelo sokuqala sikaMarkus asikuvuli i-Alibaba International noma ukuphequlula izinkomba zemikhosi yezohwebo. Uhlala ehhovisi lakhe, avule i-Google, futhi asheshe ngezimpawu zobuchwepheshe zemboni, njenge- "high precision linear module low temperature rise long lifespan design." Kusukela ezimpendulweni, uchofoza izixhumanisi ezinamathayithi namafushane abukeka engcweti kakhulu, afana nezisombululo hhayi izikhangiso nje. Angase avakashele izinkundla zemibono yemboni noma amabhulogi wokuhlaziya azimele, afunde ukuhlaziywa kwezazi. Ngemuva kwalokho, uzohlola ngokucophelela izizindalwazi ezizimele zabahlinzeki abambalwa. Kulesi sigaba, izindlela zikaMarkus zinembandezelo kakhulu: Ingabe isizindalwazi siyiwongcweti? Ingabe isakhiwo sicacile? Ingabe amadokhumenti wobuchwepheshe aphelele futhi alula ukulanda? Ingabe kunezindikimba zokusetshenziswa ezinemininingwane? Ingabe imvelaphi yethimba lenkampani icacile? Angase achithe imizuzu eyishumi ekhasini lobuchwepheshe elinephepha elimhlophe elinemininingwane, alande ama-PDF amathathu, noma ahlole ngokucophelela ishadi lokuqhathanisa lomkhiqizo. Ngemva kokuqeda konke lokhu "ucwaningo oluzimele," enohlu olufushane lwasekuqaleni eqondweni, uMarkus uzobe esethatha isinyathelo: angase agcwalise ifomu lokuxhumana esizindalwazini lombuzo wobuchwepheshe othile; noma, athumele ngokuqondile i-imeyili yokubuza ehleliwe, ecacile.
Qaphela lokhu: ngaphambi kokuba uMarkus abonise intshisekelo yakhe ngokuzimela, ushiye umkhondo omude, ocebile wedijithali. Izimpawu zakhe zokusesha, izixhumanisi azichofoza, isikhathi achitha emakhasi, izinto azilanda — konke lokhu kuyizinkomba zemininingwane ezicacile, ezichaza ubunikazi bakhe (isinqumo sobuchwepheshe), izidingo zakhe (ukunemba okuphezulu, ukulahlekelwa okushisa okuphansi), nesigaba sakhe sokuthenga (ucwaningo olujulile nokuqhathanisa). Nokho, ngendlela yendabuko, asinamuntu wazi ngalo lonke umsebenzi wangaphambili kaMarkus. Simbona kuphela lapho ephuma emanzini, ethumela umbuzo. Siphuthelwa iwindi elibaluleke kakhulu lokwakha ukuthembana nokuthonya.
Lena iphutha eliyisisekelo lomkhuba "wokukrentela i-traffic." Sikhokha amapulatifomu noma imikhosi yezohwebo ngetheku lokuthi "sibonwe," ukungena kwezigibeli. Kodwa laba vakasheli bavela kuphi, babuke ini, bacabangani — asikwazi ukwazi noma ukuqongelela. Kampeni ngayinye yokumaketha ifana nezindleko eziphindaphindwayo; lapho iphela, konke kusethwa kabusha kube zero, ngaphandle kwesici esithuthukisiwe esakhiwe. Imininingwane ingeyepulatifomu, ubudlelwano bunqabile, futhi ukukhula kuyazehluka.
Isu elilawulwa yimininingwane, lihlose ukuguqula ngokuphelele le mqondo. Inhloso yalo ukuguqula ukuchofoza ngakunye, ukubuka ikhasi ngalinye, ukulanda ngakunye kube "izici zemininingwane" ongaziqonda, uzihlaziye futhi uzenzise. Kufana nokuthola izibuko zokubuka wonke umhlaba wedijithali ngokucacile. Ngesizindalwazi sakho esizimele namathuluzi wokuhlaziya ahlanganisiwe, ungazi: isonto eledlule, abavakashi abayishumi nambili abavela eJalimane balande lelo phepha elimhlophe "lokuqanjwa kokushisa okuphansi"; kubo abahlanu, babuye babuke ikhasi lomibiko wokuhlola yokuphila komkhiqizo; amakheli e-IP enkampani yawo avela endaweni yezimboni eBavaria. Le mininingwane ayisahlakazeki noma ingeyabanye. Iyanda ohlelweni lwakho, iba yisici sakho esikhethekile, esisetshenziswa kaningi.
Kungani lokhu kuyinjini entsha yokukhula? Ngoba imininingwane yenza "ukunemba" kusuke kusimanengwana kube yiqiniso. Okokuqala, ivumela ukuhloswa ngokuqondile. Lapho ukuhlaziya kubonisa ukuthi abavakashi abasesha "ishwana elithile lobuchwepheshe" banezinga eliphezulu kakhulu lokuguqula, ungakushintsha isu sakho se-SEO nesikhangiso esikhokhelwayo ukuze uhehe kakhudlwana i-traffic efanayo, esemthethweni, esikhundleni sokujaha ngokuphepha amagama amakhulu njenge- "mechanical parts." Okwesibili, ivumela ukuthuthukiswa ngokuqondile. Komvakashi onjengoMarkus olande iphepha elimhlophe kodwa engakabuza, uhlelo lungavula ngokuzimela uchungechunge lwezenzo: ukuthumela isendikimba esihlobene kwi-imeyili yakhe ebhalisiwe ezinsukwini ezimbalwa kamuva; ukugcina ukubonisa uchungechunge lomkhiqizo azikhombisile intshisekelo lapho evakashela isizindalwazi; noma, ngisho, ukuba nethuluzi lengxoxo elihlakaniphile livule ngesikhathi sokubuka eside ubuze, "Ungathanda ukuxoxa ngamapharamitha obuchwepheshe avela ephepheni elimhlophe ngokwengeziwe?" Lokhu ukuzibandakanya okususelwa esimweni, ngokomuntu ngamunye, kusebenza kangcono kakhulu kunokuthumela i-imeyili eningi ngokujwayelekile. Okwesithathu, kuvumela ukuthathwa kwezinqumo ngokuqondile. Imininingwane izokubonisa, izwe lini libonisa intshisekelo ephezulu kakhulu emkhiqizweni wakho owenza into entsha, uhlobo luni lwendikimba lufisa kakhulu abathengi bekhwalithi ephezulu, noma iyiphi indlela ye-social media esebenza kangcono ekuqukethweni kwakho kobungcweti. Isu lemakethe lisuka "ngicabanga" liye "kuyabonakala imininingwane."
Okubaluleke kakhulu, le njini yakhiwe isisekelo sakho sedijithali ngokwakho. Isizindalwazi sakho esizimele siyisizinda sakho semininingwane, ukuxhumana kwakho okuqondile, okungaphazamiseki nekhasi lakho. Izici zemininingwane eziqongelelwe lapha, zinokukhetha futhi zinomthelela wenzalo. Ukuhlaziya konyaka kwezintandokazi zekhasimende kuzokwenza okuqukethwe kwakho kokudala kube nehloso kakhulu ngonyaka ozayo. Ukuthuthukiswa kwesiqubulo sokuguqulwa kombuzo kule kota kuzothuthukisa ukusebenza kahle ngekota ezayo. Izinto ziba zimfucu, injini igijima ngokushesha.
Ngakho-ke, ukushintshela "ekukrenteleni i-traffic" kuya "ekwakheni izici zemininingwane," akuyona ukulungiswa kweqhinga, kodwa kuwuguquko lwesu. Okokuqala lumayelana nokuthenga ukunakwa ngaphandle — izindleko ziya ngaphezulu, imiphumela inzima ukulawula. Okwesibili lumayelana nokwakha ukudonsa ngaphakathi nokuqhubeka ukuguqula lokho okudonse ukunakwa kube izinto zemininingwane ezihlaziyekayo, ezithuthukisekayo. Kwenza inqubo yokukhula kwezohwebo lwangaphindle ibonakale, ihlaziyeke, futhi ithuthukiseke. Lapho ubona indlela yekhasimende iphelele, awusengumlimi ophaphathekile ehlathini elimnyama, kodwa ungumklami osungula izindlela ngokuzimela, abeka izinkomba zendlela, futhi akhanye amalambu, ehola ngokuqondile ilowo nalowo umthengi ongaba khona indawo.
Isizindalwazi Esizimele Nobuhlakani Bedatha: Uhlelo Olusebenzisana
Kulungile, masiqhubeke. Uma imininingwane iyimpahla entsha, amandla okukhulisa ukukhula, khona-ke umbuzo ophathekayo olandelayo: Sakha kanjani injini esebenza kahle, eqondile, ukuze lolu bahanza luguqulwe kube umdlandla wangempela, ube izimangalo eziphezulu zangaphandle kwezwe? Izingxenye eziyinhloko zalenjini, wuhlelo olusebenzisana lwesizindalwazi esizimele Nobuhlakani Bedatha. Eyodwa isebenza njenge- "nerve endings" yokuqaphela nokuqoqa, enye ibamba isikhundla "sobuhlakani" sokuhlaziya nokuthatha izinqumo, ndawonye zakha umdobi ohlakaniphile wamathuba ezohwebo aqondile.
Cabanga ngesimo esivelela ngesikhathi sangempela emaskrinini wabathengi abaningi abangochwepheshe. Unjiniyela wemisetshenziswa ovela e-Colorado, e-United States, usesha impahla yokuvikela ephikelela ekushiseni okwedlulele ngephrojekthi yakhe. Usesha i-Google ngamagama obuchwepheshe bese echofoza ungene esizindalwazini sakho esizimele. Kusuka kulesi sikhathi, uhlelo olusebenzisana luyasebenza ngokuthula.
Ukuchofoza kwakhe kokuqala, kubhalwe isizindalwazi: iyiphi impawu yobuchwepheshe emuhle yize. Le nkomba yokuqala yemininingwane iyaphana—ikutshela ukuthi lo mvakashi unesidingo sobuchwepheshe esicacile, hhayi ukuphequlula nje kuphela. Lapho engena esizindalwazini, udlula izibhengezo ezihlobene nekhasi lasekhaya futhi aqonde ngokuqondile esigabeni "se-Polymer Specialties" ngaphansi "kwemikhiqizo," echitha imizuzu engaphezu kwemine ekhasini lobuchwepheshe le- "Cryogenic Elastomers," ehlola izinto eziphindaphindiwe zamashadi okuqhathanisa ukusebenza. Isizindalwazi, njengombuki zindaba othule, onemininingwane, inotha indlela yakhe yokuphequlula, isikhathi esichithwe ekhasini ngalinye, ngisho nendawo lapho isikhonkwane sakhe simile. Ngokulandelayo, ulanda umbiko wokuhlolwa wokusetshenziswa kokusebenza kwale mpahla ezimweni ezinamakhaza. Ngesikhathi egcwalisa ifomu lokulanda, enikeza igama lakhe ne-imeyili yenkampani, isizindalwazi sixhumanisa ngempumelelo yonke imininingwane yakhe yangaphambilini yokuziphatha engaziwa, nalolu bucwecwe bangempela.
Kulokhu, imininingwane engacwengiwe yomfanekiso "wekhasimende elingaba khona" iqoshiwe. Kodwa ngaphandle kokucutshungulwa, le mininingwane isalokhu ibhalwe kubhulogi ledatha. Yilapho i-AI isungula khona. I-algorithm ye-AI isebenza ngesikhathi sangempela lokhu kubhalwe komvakashi okusanda kwakhiwa: ihlukanisa amathegi ayinhloko afana "ne-Colorado" (izwe elinemboni yezindiza nendiza kanye nemishini yezintaba), "i-Cryogenic Elastomers," "isikhathi eside ekhasini lobuchwepheshe," "kulandiwe umbiko wokuhlola." Cishe ngokushesha, uhlelo luyalinganisa ngokuzimela lo mvakashi njenge- "High-Intent Technical Decision Maker" futhi lubikezela amathuba okuthenga adlula amaphesenti angamashumi ayisithupha nanhlanu. Ngokususelwa kulokhu kwehlulela, i-AI ivusa izenzo ezimbili zokusebenzisana: Okokuqala, idala ngokushesha irekhodi yomugqa osemqoka kuhlelo lwakho lwe-CRM, lixwayise ithimba lezithengiso, ukuthi le khasimende lidinga ukulandelwa ngongcweti obuchwepheshe phakathi namahora angamashumi amabili nane. Okwesibili, lidlulisela isexwayiso esincane, esinobungani kubrawuza yomvakashi: ekhoneni elingezansi, iwindi lengxoxo livuleka ngokuzimela, umlayezo wokuqala awuwona "Udinga usizo?" kodwa kunalokho, "Sibone intshisekelo yakho kumapharametha obuchwepheshe we-'Cryogenic Elastomers.' Sinendikimba enemininingwane engaphezulu yokusetshenziswa kwemishini kawoyela negesi ye-Arctic engase ibe usizo, ungathanda ukuthi sikuthumele?" Lokhu ukuzibandakanya, okususelwa esimweni sakhe esanda kwenzeka, ngokomuntu ngamunye kakhulu, hhayi ukuhlukumeza.
Lena yingxenye encane yesizindalwazi esizimele ne-AI isebenza ndawonye. Kulolu hlelo, inani eliyisisekelo lesizindalwazi esizimele, ukuthi lenza "indawo yedatha" ephelele, ehlanganisiwe yebhizinisi. Ayisasebenzi njengephopha ledijithali lomkhiqizo kuphela, kodwa lithuthuka libe "isizinda sedatha." Yonke imisebenzi yokumaketha — kungaba izikhangiso ze-Google, okuqukethwe kwe-social media, noma imikhankaso ye-imeyili yemboni — indawo yayo yokugcina iqondise i-traffic lapha. Yonke imininingwane yokuzibandakanya kwekhasimende — umthombo wokusesha, ukuziphatha kokuphequlula, ukulanda kokuqukethwe, ukuhambisa amafomu — ihlangana ndawonye, incike, futhi ixhumane lapha. Iphula iziqiwu zedatha, idale umthombo owodwa weqiniso ngemakethe, amakhasimende, nemikhiqizo. Ngaphandle kwalesi sikhungo esizilawulayo, imininingwane ihlala izingcezu, futhi i-AI ayinanto yokusebenza ngayo.
Inani le-AI, lisekwe ekufakeleni lesi sizinda sedatha "ubuhlakani." Ikhono layo eliyinhloko ukucubungula inani elikhulu ledatha ngesikhathi sangempela — elidlula amandla omuntu — ukuze kutholakale amaphethini, kwenziwe ukubikezela, nokwenziwa kwezenzo. Ngokucacile, isebenza kumazinga amathathu:
Okokuqala, Ukuhlaziya Kokuziphatha Nokubikezela Inhloso. I-AI ingahlaziya ukulandelana kokuziphatha kwamavakashi ayizinkulungwane ngasikhathi sinye, ithole ukuthi yimaphi amaphethini (isb. "sesha impawu ethile -> buka amakhasi obuchwepheshe angu-3+ -> landa amaphepha amhlophe angu-2+") ahlobene kakhulu nokuhambisa ekugcineni umbuzo onenani eliphezulu. Lapho imodeli isakhiwe, ingalinganisa amavakashi amasha ngesikhathi sangempela, ihlukanise izihloso ezinamandla amakhulu ngaphambi kokuba baziqonde ukuthi balungele ukubuza. Lokhu kwenza amathimba ezithengiso agxile emandla abo, kusuke ekubhekaneni nombuthano omkhulu wezimpendulo ezingajulile, kuya ekuthuthukiseni amathuba ambalwa, anenani eliphezulu.
Okwesibili, Ukuzibandakanya Ngokomuntu Ngamunye Nokuthuthukisa. Ngokususelwa ekuqondeni ukuziphatha komvakashi ngesikhathi sangempela, i-AI ingaqhuba isizindalwazi ukuthi siveze "izinkomba eziningi, ngamunye ehlukile." Isibonelo, kumvakashi ovela embonini yezimoto, ikhasi lasekhaya lingagqamisa ngokuzimela izindikimba zokusetshenziswa kwezingxenye zemoto; kumvakashi ovela embonini yezokwelapha, lingabeka phambili ukuboniswa kolwazi lwesitifiketi se-biocompatibility. I-chatbot ehlakaniphile ehlanganisiwe, ingaphendula imibuzo ejwayelekile yobuchwepheshe, futhi iqoqe imininingwane engaphezulu yesidingo phakathi nengxoxo, idale ngokuzimela amanothi okuqala okuxhumana, futhi idlulisele ngokungabonakali kumsebenzi womuntu. Ingase futhi isebenze ngokuzimela izinqubo zokuthuthukisa: komugqa olande izinto kodwa ongakabuza, uthumele i-imeyili enobungani elandelayo enezindaba ezihlobene zombili ngezinsuku ezimbalwa kamuva; lapho lowo mugqa evakashela isizindalwazi, kuboniswe umyalezo wokwamukela kabusha owenzelwe yena. Lokhu ukuzibandakanya okuqhubekayo, okuhambisanayo, nokungaxabani kakhulu, kufudumala kakhulu ubudlelwano bekhasi, kuguqule ukuvakasha okukodwa, kube yisiqalo sokwethembana okude.
Okwesithathu, Ukuhlanza Umbuzo Nokuthuthukisa Ukuguqulwa. Ngisho noma ikhasimende selihambise ifomu lombuzo, umsebenzi wokusebenzisana we-AI awukapheli. Ingasebenza ukuhlaziya okusemqoka kombuzo: ukuhlulela ubulungu bolimi, ukucacisa izidingo, nokuhambisana komkhiqizo okukhulunywe ngakho namandla enkampani. Uhlelo lungalinganisa ngokuzimela izimangalo, luthathe okujwayelekile "sicela uthumele incwadi yokukhombisa" njengento enganconywa, kuyilapho izimangalo ezinamapharamitha athile obuchwepheshe, nembulunge yephrojekthi zithathwa njenge- "Urgent/High Value," bese zixwayisa ngokushesha umholi wezithengiso nge-SMS noma ithuluzi loxhumano langaphakathi. Lokhu kufana nokufaka isihlungi esihlakaniphile emlonyeni wepayipi lombuzo, kuqinisekiswe ukuthi izinsiza ezingcono kakhulu zithola ukuphendula okusheshayo.
Isibonelo sangempela, umkhiqizi wezivalvu zezimboni, sibonisa amandla alokhu kusebenzisana. Ngemva kokufaka uhlelo oluphelele olunesizindalwazi esizimele njengesizinda esihlanganisiwe namathuluzi okuhlaziya e-AI, ushintsho olubonakalayo kakhulu kwabo, kwakungeyona ukuqhakaza kwe-traffic, kodwa ushintsho lwekhwalithi ekuguqulweni kokusebenza. I-traffic yabo yesizindalwazi yomhlaba wonke yakha cishe amaphesenti angamashumi amane phakathi nezinyanga eziyisithupha, kodwa inani lezimangalo ezifanele eziqoshiwe ngalolu hlelo lokusebenzisana lakha amaphesenti angamakhulu amabili namashumi ayisikhombisa. Okubaluleke kakhulu, ithimba lezithengiso labika, ukuthi izimangalo ezivela esizindalwazini, zidinga izindleko zokuxhumana eziphansi kakhulu, njengoba uhlelo selunikeze imininingwane eminingi ngentshisekelo yekhasimende ngaphambili, inqubo yokuthengisa imfushane ngesithathu. Injini yabo yokuthola amakhasimende, yashintsha ngempela kusukela "emkhubeni" wendlela enzima, yaya "endleleni ye-electronic drive" yokusebenza okuphezulu.
Ngakho-ke, ukusebenzisana kwesizindalwazi esizimele ne-AI, akuyona ukuhlanganiswa kobuchwepheshe okulula. Kuthuthukisa ukuba kwakho kwedijithali, kusuke "ebhodini lwemibiko" elingasebenzi, elizimele, liye "esikhungweni sokuzibandakanya kwebhizinisi" esisebenzayo, esihlakaniphile. Isizindalwazi esizimele, sibhekele ukubona nokurekhoda "ukuziphatha okuncane" ngakunye kwedijithali; i-AI ibhekele ukuqonda incazelo yangemuva yale mibukiso bese iphendula ngobungani, ngobuchwepheshe. Zimbili, ziqinisekisa ukuthi lapho umthengi wangaphandle wangempela efika nesidingo, angacwili okuqukethweni okungahlobene noma avinjwe ifomu elibandayo, kodwa azizwe eziwaqondayo, ehlonishwa, futhi ngenxa yalokho avumele ukushiya lowo mphawu wokuxhumana oyigugu. Lolu hlelo lokusebenzisana, ngumdobi okhona kakhulu, obonakalayo wokukhula enkathini elawulwa yimininingwane yezinkampani zohwebo lwangaphandle.
Ukushintsha Komqondo: Ukusuka Ku-Traffic Kuya KweNani Lomsebenzisi
Kulokhu, singazizwa sinenjabulo—lesi sizindalwazi esizimele sidibene ne-AI impela sizwakala sibe yithuluzi elinamandla. Kodwa ngokushesha, umbuzo oyisisekelo, futhi onzima kakhulu uyavela: Ingabe inkampani yethu yayilungele ngempela ukusebenzisa leli thuluzi? Ingabe imikhuba yethu ejwayelekile, amakhono ethimba lethu, nendlela yethu yokuhlola izinto, ihambisana yini nomqondo odingwa lolu hlelo olusha? Kukhona ukwehluka okubalulekile lapha: ubuchwepheshe bungangenwa, izinhlelo zingafakwa, kodwa uma ubuchopho obusebenzisa lolu hlelo — umqondo wethu weqhinga — ungahlanjwa, khona-ke ngisho nemishini ehlakaniphile kakhulu ingase ibe into yokuhlobisa nje, noma isiholele endleleni engafanele. Lokhu kushintsha komqondo, kusuka "ekuqondeni i-traffic" esijwayelekile, kuya "ekugxiliseni imininingwane ekunani lomsebenzisi."
"Ukuqonda I-Traffic" kuyinzalo yokumaketha yenkathi yezimboni. Inhloso yayo ezinhloko, "ukuchayeka okuningi" nokufinyelela "kubantu abaningi." Ngaphansi kwalomqondo, silinganisa impumelelo yomkhankaso ngomthamo wabantu besakhiwo, inani eliphelele lokuvakashela isizindalwazi, nokubuka okuthunyelwe kwe-social media. Sijwayele ukukhokhela "ukubukwa," sifuna isilinganiso. Iminyango yokumaketha ivame ukubonisa amapheji wokukhula kwe-traffic kubuholi. Kodwa inkinga, eziyizinkulungwane eziyishumi zokuvakashela, zingaki ezichofoza ngephutha, ezizincintisani, noma ezimakhasimende angaba khona ngempela? Asazi. Sibheka abantu njengenqwaba engacacile, efanayo, ngenqubo yokumemeza ngezwi elikhulu, nethemba lokuthi izwi liyozwakala abaningi kangakanani. Lokhu kuholela ekuqukethweni okufanayo — izithombe zomkhiqizo ezinhle, izinhlelo eziklelwe, ukwethulwa kwenkampani okujwayelekile. Futhi kuholela ekuchithweni kwezinsiza — izabelo ezichithwe ekudonseni amakhasimende angenhloso, isikhathi sethimba lezithengiso sichithwa ekuhlungweni kwemigudu yekhwalithi ephansi.
Kepha "Ukuqonda Inani Lomsebenzisi," kudinga ukuguqula ngokuphelele umbono. Ayisaphinde ikathale "ngenqwaba" engacacile, kodwa igxile "kumsebenzisi" ngamunye, okhethekile. Inhloso yayo ezinhloko akusiyo "ukufinyelela," kodwa "ukuqonda" nokufeza." Lapha, ukuvakasha okujulile komjiniyela ochwepheshe ocacisa kabuhlungu obucayi, olanda amadokhumenti wobuchwepheshe, futhi aqhathanise amapharamitha, kunenani eliphezulu kakhulu kunokubuyela emuva okuyikhulu ekhaya lasekhaya. Izinkomba eziyinhloko zempumelelo, zisuka "kumthamo wokuvakashela" ziye "kujula lokuzibandakanya," "izinga lokuguqulwa komugqa," nokuphila "inani lesikhathi sekhasimende." Asisaphindi sibuza "Bangaki ababukile?" kodwa siqala ukubuza "Ubani ofike? Ukhathazekani? Singamlungisa kanjani inkinga yakhe?" Ukusetshenziswa kwalomqondo, kudinga ukwakhiwa kabusha okujulile, okuqondile ezindaweni ezintathu: Okuqukethwe, Ubuchwepheshe, kanye Nabantu.
Okokuqala, Ukwakhiwa Kabusha KweSu Lokuqukethwe. Ngaphansi komqondo we-traffic, okuqukethwe kuyincwadi yomkhiqizo nezikhangiso zokuthengisa. Kodwa ngaphansi komqondo wenani lomsebenzisi, okuqukethwe kumele kukhuphukele "ezisombululweni" kanye "nezitifiketi zokwethembana." Asisasebenzi "ngalokho esinakho" kodwa "ngenkinga ongase ubhekane nayo, nokuthi ngingakusiza kanjani ukuxazulula." Lokhu kusho ukuthi, indawo ephambili yesizindalwazi, akufanele ibe nencwadi yomkhiqizo kuphela, kodwa kufanele ibe "neSizinda Sezinsiza" esicebile: okuhlanganisa amaphepha amhlophe abhekana nezinkinga zombili, izindikimba zokusetshenziswa komkhiqizo ezinemininingwane, amavidiyo okufundisa axazulula izinselelo zobuchwepheshe ezithile, namabhulogi wokuhlaziya womboni abonisa ubungcweti benkampani. Lokhu okuqukethwe, kusebenza ukuhlunga nokudonsa labo bathengi abanezidingo zangempela, ezijulile, futhi phakathi nendlela yabo ende yocwaningo oluzimele, kunikeze inani eliqhubekayo, sakhe ubungcweti. Inkampani eyenza izinto zokupakisha eziphilisayo, ayisayibonisi nje izithombe zamabhage epulasitiki ahlukahlukene. Kunalokho, izokhiqiza ngokuhlelekile okuqukethwe, okuxoxa ngezihloko ezifana "nomthelela wezintela ezintsha ze-plastic ze-EU kubakhiqizi bokuthumela ngaphandle kokudla" noma "ukunciphisa kanjani i-carbon footprint ye-logistics ye-e-commerce ngokuthuthukisa ukupakisha." Okuqukethwe okunjalo, kudonsela abaphathi bokuthenga abahlupheka yile mithetho nezindleko, hhayi abajahi bentengo ephansi yamabhage epulasitiki.
Okwesibili, Ukwakhiwa Kabusha KweTekhnoloji. Lokhu akulula nje ukuthenga ithuluzi le-AI noma ukufaka i-plugin yokuhlaziya. Kudinga inkampani ukuthi iklanye ngokwazi ukuklama nokwakha ukuhamba kwedatha okuhambisanayo, okuqondile. Inhloso ephambili yohlelo lwamathuluzi, ukwenza ukuthi "ukuqonda inani lomsebenzisi" kusetshenziswe futhi kuqinisekiswe. Udinga isethi yamathuluzi asebenzisana ngokuphelele: ipulatifomu yakho yesizindalwazi, idinga ukuhlanganiswa ngokungabonakali nethuluzi lokuhlaziya ukuziphatha komsebenzisi; i-CRM yakho, idinga ukwamukela ngesikhathi sangempela izilinganiso zokuziphatha nezirekhodi zokuzibandakanya ezivela esizindalwazini; ithuluzi lakho lomkhankaso ozenzakalelayo, lidinge ukususela kule mininingwane ukwenza i-imeyili ngamunye noma okuqukethwe kwesizindalwazi; isisizi sakho se-AI, sidinga ukufinyelela imininingwane yangaphambili nangemuva ukuze kufundwe nokubikezelwa. Okubalulekile, lawa mathuluzi awakwazi ukusebenza ezindaweni zemininingwane ezizimele. Kumele wenze njengomakhi, uhlele ipayipi eliphelele ledatha kusukela ekudalweni (ukuvakashela komsebenzisi), ukutholwa (amathuluzi wokuhlaziya), ukucutshungulwa (amamodeli e-AI), kuya ekusetshenzisweni (ukulandelwa kwezithengiso, ukuthuthukiswa komaketha). Lapha, ubuchwepheshe buyisistimu evumelayo esebenzela inhloso "yokuqonda nokukhonza umsebenzisi ngamunye," hhayi iqoqo lamafasitela amahle.
Okokugcina, nokunzima kakhulu, Ukwakhiwa Kabusha Kwamakhono Ethimba. Ushintsho lomqondo namathuluzi, ekugcineni kudinga abantu ukuba basetshenziswe. Lokhu kudinga ukuthuthuka okusemqoka ezindimeni namakhono ethimba. Abasebenzi bezemakethe, abasasebenzi njengabahleli bezemisebenzi nabashicileli bokuqukethwe kuphela. Badinga ukuba "abadali bendlela yomsebenzisi" kanye "nabaHlaziyi Bedatha." Kumele bakwazi ukuhlela izindawo zokuqukethwe eziphelele kusuka ekwazini kuya esinqumweni ngokususelwa ekuqondeni kwedatha, futhi bahumushe imiphumela ye-A/B test, bathuthukise isigaba ngasinye sokuguqula. Abasebenzi bezithengiso, indima yabo izosuka "kumdobi" iye "kumeluleki" nasekuphathweni "kobudlelwano." Abakutholayo akusasebenzi i-imeyili eyodwa nenombolo yocingo, kodwa i- "High-Value Lead Briefing" ehlanganiswe nerekhodi lokuziphatha lekhasimende, isilinganiso sokubikezela kwentshisekelo, nokuqukethwe okuzibandakanye nakho. I-algorithm yabo yokuqala, ingasuka "Sawubona mnumzane, ngithengisa umkhiqizo u-X" iye "Ngibone ukuthi ubuke kabanzi isendikimba sethu sezimo ezishisayo. Sinemizamo emisha eyimpumelelo ngezimo ezifanayo engase ibe usizo ekuhlolweni kwakho." Ubuholi benkampani, budinga ukufunda ukuhlola impilo nokuqondisa izinqulo ngesethi entsha yezinkomba: ukugxila "enambeni yemigudu yokumaketha efanele," "izingeni lokuguqulwa komsebenzi wezithengiso," "indleko yokuthola ikhasimende," "nempendulo yokutshala kwezinto ezihlukene zokuqukethwe," hhayi nje inzuzo ephelele yokuthengisa kanye nethraffic ephelele.
Ukwakhiwa kabusha okunjalo, kuzwakala njengomsebenzi omkhulu, owesabekayo. Empeleni akunakwenzeka ngokushesha. Indlela engenzeka yokusebenzisa, akuyona ukuwohloka konke, kodwa "izinyathelo ezincane ezisheshayo, ukuqinisekiswa okuphindaphindiwe." Ngincoma uqale "ngephrojekthi" eqondile, elawulekayo.
Isinyathelo 1: Khetha "I-Unit Yakho Yokuqala." Ungazami ukuguqula yonke imikhiqizo namakethe ngasikhathi sinye. Khetha uchungechunge lomkhiqizo oyinhloko oluncintisana kakhulu noma imakethe ehlosiwe. Gxilisa izinsiza ezingenani — umuntu onamakhono okuqukethwe, ingxenye yebajethi yobuchwepheshe, ithimba lezithengiso elilodwa — kulokhu.
Isinyathelo 2: Yakha "I-Loop Encane Enenani." Ngaleli phrojekthi lokuqala, sakha ukuxhumana kwedatha okuncane kodwa okuphelele: dala ikhasi lokufika noma isayithi encane lalowo mkhiqizo/imakethe; lungiselela ukuhlaziya okuyisisekelo kokuziphatha; xhuma i-CRM elula; chaza inhloso eyinhloko yokuguqula (njengokulanda iphepha elimhlophe elibalulekile noma ukubhuka idemo yomkhiqizo). Inhloso yale loop, akuwukuba iphelele, kodwa ukusebenzisa ngempumelelo inqubo ephelele "yokudonsa-ukuzibandakanya-ukuthuthukisa-ukuguqula-ukuhlaziya" bese ikhiqiza imininingwane elinganiswayo.
Isinyathelo 3: Sebenzisa, Linganisa, Funda. Nikela izinyanga ezintathu kuya kweziyisithupha, usisebenzisa le phrojekthi yokuqala. Gxilisa ekudalweni kokuqukethwe okuhloselwe kuleyo ndawo engcweti, futhi usebenzise imikhankaso yokukhangisa emincane, eqondile. Bese, ubuke imininingwane ngokucophelela: Iyiphi into equkethwe elethe imigudu yekhwalithi ephezulu kakhulu? Yayiyiphi indlela ejwayelekile yomsebenzisi ngaphambi kokuguqulwa? Ukulandelwa kwaleyo migudu kwezithengiso kusebenze kangakanani, futhi kwakuyingakanani izinga lokuvula? Kulesi sigaba, okukhiqizwayo okubaluleke kakhulu akuyizo-oda, kodwa ukuqonda. Uzothola ukuqonda okuqondile okususelwa kumininingwaneni kokuthi amakhasimende akho aqondile adinga ini, nolwazi lwangempela lwethimba lakho lisebenzisana ngendlela entsha.
Isinyathelo 4: Phinda Futhi Wandise Ngokususelwa Ekuqinisekisweni. Lapho le loop yokuqala ifakazelwe ukuthi iyasebenza — mhlawumbe indleko yayo yokuthola ikhasimende ingezansi kunezindlela zendabuko, noma ijikelezo layo lokuthengisa lifushane — unobufakazi obuqinile bokunconvince ithimba nokutshalwa kwemali okwengeziwe. Ungase ususululise imodeli yokuqukethwe eqinisekisiwe, inqubo yokuhlela ubuchwepheshe, nendlela yokusebenzisana kwethimba, uye kochungechunge olulandelayo lomkhiqizo noma indawo yemakethe elandelayo, ukhulise kancane kancane "ukuqonda inani lomsebenzisi" kwakho.
Lokhu kwakhiwa kabusha kweqhinga kusuka "ku-traffic" kuya "kunani lomsebenzisi," empeleni kuwukuthuthukiswa kokuqonda kusuka ngaphandle kuya ngaphakathi, kusuka kumaqhinga kuya kumaqhinga. Kudinga ukuthi singasaboni imakethe njengento engabonakali edingwa ukunqotshwa, kodwa njengabantu abangabodwana abadinga ukuqondwa nokukhonzwa. Lapho sisebenzisa kabusha lomqondo, lawo mathuluzi athuthukile nemininingwane, izothola umsebenzi wayo wangempela, isuke kumshini obandayo, ibe injini efudumele, eqhubekayo yokukhulisa ukukhula.
Imiphumela Ebonakalayo: Ukuthuthuka Kwezinhlelo
Lapho izinsimbi zomqondo ziqala ukujika, kanye nemephu yeqhinga isetshenziswa, leyo mibono eyayimayelana ne-PPT, izolandelana ibonakale, ibe iqiniso elifinyeleleka. Okulethwa ukuguqulwa okulawulwa yimininingwane, akuyona nkomba eyodwa ekhula ngokungajwayelekile, kodwa ukuziphendukela kwensimbi okusuka ngaphakathi kuya ngaphandle, okuthinta izingqimba eziningi zokusebenza kwebhizinisi. Impumelelo yayo iyindilinga, kungaba izinombolo ezisebhalweni lezezimali eziba ngcono, noma ukuzwela okushelelayo ngaphakathi, nokwethemba okutholakalayo ekubhekaneni nezimo zemakethe.
Masibuyele enkampanini esiyishilo, umkhiqizi we-LED lighting owasebenzisa kuqala lolu hlelo, sibone ukuthi kwashintshani ngaphakathi nangaphandle. Ezinyangeni eziyishumi nesishiyagalombili emva kokuqala ukuguqulwa, umqondisi wezezimali wethula ukuhlaziya okuqhathanisiwe. Ushintsho olubonakalayo kakhulu, lwavela kuhlaka lwezindleko zokumaketha. Uma kuqhathaniswa nesikhathi esifanayo ngaphambili, ukuchitha okuqondile kwenkampani emikhosini yezohwebo yamazwe aphesheya nasezikhangisweni zokuncintisana kwezinkundla zamazwe aphesheya, kwanciphisa cishe amaphesenti angamashumi amane. Kodwa-ke, inani lezimangalo ezifanele ezilethwa umnyango wezemakethe, alizange linciphe, kepha lase likhula cishe kabili. Ukuncipha nokwanda, indleko yokuthola isimangalo esilodwa esifanele, yacindezelwa ngaphezu kwamaphesenti angamashumi ayisithupha. Le mbalo icacile: lapho kwakudinga amarandi angaba ngu-2000 ukuthola ithuba elilodwa lokuthengisa okudinga ukulandelwa, manje, le ndleko ingaphansi kwama-800. Ushintsho lwesakhiwo sezindleko, luthuthukise ngokuqondile amandla enzuzo nokuguquguquka kwentengo yokubiza.
Kodwa okunengqondo kakhulu, kwakukuqanjwa kabusha kwe- "Inani Lekhasimende." Umqondisi wezithengiso, wakhipha ishadi elisha lokuhlaziya kwamakhasimende. Ngaphambili, amakhasimende avela emithonjeni ehlukahlukene, ubungako bungafani; ambalwa amakhulu kakhulu afaka ingxenye enkulu yentengo yokuthengisa kodwa nawo aletha ingcindezi enkulu yokukhokha namandla entengo. Manje, amakhasimende amasha adonswe ngenjini yedatha yesizindalwazi esizimele, aveza isimo esihlukile. Nakuba ubungako be-oda ngamunye bungase bungabi bezinkampani ezinkulu zemboni, kodwa babeqondile kakhulu — bonke babengabasebenzisi bokugcina abanezidingo zangempela zobuchwepheshe zaleyo nkampani njenge- "smart dimming" noma "horticulture lighting spectra." Ngenxa yokuthi la makhasimende aqonde ngokujula inani lesisombululo ngokuqukethwe ngaphambi kokuthenga, intengo ayisayona into yokucabanga kuphela; inani elijwayelekile lentengo yokuvula, lendaba lathuthuka cishe amaphesenti ayishumi nanhlanu. Okubaluleke kakhulu, njengoba ukuxhumana kwakhiwe phezu kokuzibandakanya okuningi kwedijithali kwangaphambili, inqubo yokuthengisa yagxila kakhudlwana ekuhambisaneni kwesisombululo kunokukhuluma okuyisisekelo, ukunamathela kwekhasimende kwathuthuka ngokusobala. Imininingwane ibonise ukuthi izinga lokuphindaphinda lokuthenga nokuthengiswa okuphambili kwalolu hlobo lwekhasimende elisha, kwakungaphezu kabili kunalamakhasimende endlela yendabuko. Inani eliphelele lempilo yekhasimende, lakhula ngaphezu kabili. Inkampani yasuka "ekujahweni kwama-oda amakhulu, ithembele amakhasimende amakhulu" yaya "emjikelezweni omuhle" "wamakhasimende ekhwalithi avela ngokuqhubekayo, inani eliqongelela ngokuzinzile."
Ngaphakathi kwenkampani, inguquko ethule yokusebenzisana nayo yayisenzeka. Udonga lwendabuko phakathi komnyango wezemakethe nowezithengiso, lwaqala ukuqhekeka, lwabe seliwisa. Ngaphambili, umnyango wezemaketha wakhalaza ukuthi umnyango wezithengisa awalandeli imigudu abayilethele ngobunzima, kanti umnyango wezithengisa wabeka umthwalo wemfanelo kubamakethe ngokuletha "izimangalo ezingenamsebenzi" — ukubekelana umthwalo wemfanelo kwakuyinto ejwayelekile. Manje, izinto zashintsha. Emihlanganweni yeviki yokusebenzisana, isikrini sasingasabonisi "imibiko ye-traffic" engacacile, kodwa i- "Lead Funnel Dashboard" zombili ezinentshisekelo. Umnyango wezemaketha ubona ngokucacile, ukuthi yiliphi iphepha elimhlophe lobuchwepheshe elilethe imigudu eminingi "ye-High-Intent Score"; umnyango wezithengisa nawo ubona ngesikhathi sangempela, ukuthi iyiphi ikhasi igama ngalinye elinikezwe imigudu libuke futhi yiziphi izinto ezilandiwe. Lapho umnyango wezithengisa uthatha ucingo, i-algorithm yokuqala ingaba: "Sawubona Mqondisi Wang, ngibone uchithe isikhathi esedlule ufunda isisombululo sethu se-'Museum Lighting Anti-UV Solution.' Sisanda kuqeda isendikimba esifanayo esisha futhi sicabange ukusabelana nawe..." Le ngxoxo esuselwa kumininingwaneni, yenza isiqalo sibe ngo-60 kusuka ku-zero, ngokusebenza kahle nangobungcweti okuhlukile kakhulu. Umsebenzi womnyango wezemaketha, waqinisekiswa futhi wagqugquzelwa yimininingwane yokuguqulwa kwezithengisa; umnyango wezithengisa wasebenza kahle ngenxa yemigudu efudumele, yekhwalithi ephezulu. Iminyango emibili yaqala ukukhuluma ulimi lwedatha olufanayo, izinhloso zayo zafana ngokungakhange kwenzeke: hhayi ukuthi kuchotshelwe kangaki, kodwa bangathuthukisa futhi baguqule kangaki amakhasimende anenani eliphezulu.
Leli khono ledatha elikhuliswe ngaphakathi, ekugcineni lakha umsele wengozi oqinile kakhulu wenkampani. Ngonyaka odlule, lapho imakethe endabuko eyinhloko yokuthumela ngaphandle yancipha ngenxa yezinguquko zenqubomgomo, le nkampani yazwa ingcindezi, kodwa ayizange iphanjiswe. Kusebenzisa isistimu yabo yedatha, bahlaziya ngokushesha ukuthambela kokukhula kwabavakashi abavela kwezinye izindawo, bathola ukuthi izimangalo nokulanda kokuqukethwe okuvela eNyakatho neYurophu nase-Australia okuhloselwe "imizamo yokuguqulwa kwamandla," kwanda ngamaphesenti angamakhulu amabili esigabeni esedlule. Imininingwane yanikeza isignali esicacile: nakhona izindawo zamathuba amasha. Umnyango wezemaketha nowomkhiqizo basebenzisana ngokushesha, ngokususelwa ekuqondeni kwedatha ekhona, bakhiqize ngokushesha amasendlalelo ezisombululo ahloselwe lezi zindawo zombili ezinqubomgomo zamandla namazinga ezakhiwo futhi bathumele izikhangiso eziqondile. Phakathi nezinyanga ezintathu, bakha isisekelo samakhasimende kulezi zimakethe ezintsha, benqamula ngempumelelo ukwehla kwemakethe yendabuko. Ukukhula kwenkampani, akusathembela "enhlanhla" yemakethe eyodwa noma amakhasimende ambalwa amakhulu, kodwa sekwakhelwe kwi-radar yedatha eqhubeka ukuskena izidingo zomhlaba wonke futhi ivumele ukwabiwa kwezinsiza okuguquguqukayo. Lokhu kumelana nengozi, akunantengo enkulu ezimweni zomhlaba wonke zohwebo lapho ukungaqiniseki kuyinto ejwayelekile.
Lezi zinguquko — izindleko ezithuthukisiwe, inani elithuthukisiwe, ukusebenzisana okusheshayo, ukwehlukaniswa kwengozi — azihlali zodwa. Zihlangana njengezinsimbi, ziphakamiselana. Indleko ephansi yokuthola ikhasimende, ivumela ukuxhumana namakhasimende amaningi angaba khona; ukuhlungwa kwekhasimende okunemba kakhudlwana, kuholela enanini eliphezulu lentengo yokuvula nokwaneliseka; ukuthuthukiswa kokusebenzisana kwangaphakathi, kusheshisa inqubo yokudlulisa inani ephelele; nokuthuthukiswa kokumelana nengozi, kuqinisekisa ukusimama kwaleli modeli yokukhula. Konke lokhu, kusekelwe esisekelweni esifanayo: okokuqala, ibhizinisi likwazi ukubona ngokucacile nokuqonda ukushaya kweqiniso kwemakethe namakhasimende alo.
Ukuvela kwale miphumela, ekugcinena kuphendula umbuzo oyisisekelo: Yini impendulo yokutshala imali ekuguqulweni okulawulwa yimininingwane? Impendulo ayisiyona nje ukonga izindleko noma ukwandisa inzuzo. Kungukuthuthukiswa kwekhwalithi yebhizinisi ephelele: kusuka ekuhluphekeni emathuneni, kuya ekuhambeni ngokuqinile ngemephu ecacile; kusuka ekuphenduleni kwemakethe ngokungasebenzi, kuya ekuboneni ngaphambili nasekubambeni amathuba ezidingo ngaphambi kwesikhathi; kusuka ezinyangweni zangaphakathi ezisebenza ngazinye, kuya ekulweni okuhlangene okugxile enanini lekhasimende. Ukukhula okulethwe ukulawulwa kwezemininingwane, kuwukukhula okunempilo okungcono, okulawulekayo, nokunamandla. Lapho inkampani ithokozela ubumnandi balokhu kuqiniseka okutholakele, ayisenawo amandla okubuyela kulo mhlaba wendabuko ohamba ngokucabanga okungacacile nenhlanhla.
Ukubheka Kwesikhathi Esizayo: Ukwakha I-Digital Ecosystem
Lapho sibone izinguquko eziqondile ezilethwa izinhlelo ezilawulwa yimininingwane ezindlekweni, inanini, ekusebenzisaneni, nasekuqiniseni, umbuzo ojulile uvela ngokwemvelo: Iyini indawo yokugcina yakonke lokhu? Ingabe lolu hlelo lusebenzela kuphela ukuthola izimangalo eziningi noma ukunciphisa izindleko ngonyaka ozayo? Inani lalo lesikhathi eside, ligxile kuphi? Ngicabanga ukuthi, inhloso yalo yokuqina, ukukhuthaza amabhizinisi ohwebo lwangaphandle ukuthi akhe "i-Digital Ecosystem" enamandla, eyimfihlo, futhi kulokhu, kufeze ukujikeleza okuhle okungakoqongelela, okubikezelwayo, nokuzinzile. Lokhu akusasebenzi ngo