{"id":13955,"date":"2024-10-24T06:45:12","date_gmt":"2024-10-24T06:45:12","guid":{"rendered":"https:\/\/newlightdigital.com\/?p=13955"},"modified":"2024-10-17T07:37:42","modified_gmt":"2024-10-17T07:37:42","slug":"modelul-de-atribuire-multi-sursa","status":"publish","type":"post","link":"https:\/\/newlightdigital.com\/ro\/blog\/modelul-de-atribuire-multi-sursa\/","title":{"rendered":"\u00cen\u021belegerea celor mai de succes puncte de contact: Modelul de atribuire multi-surs\u0103"},"content":{"rendered":"\n<p>Exper\u021bii \u00een marketing au prezentat multe concepte privind modul de atribuire a rezultatelor \u0219i conversiilor la tacticile de marketing. Pentru a ob\u021bine cele mai bune informa\u021bii despre ceea ce func\u021bioneaz\u0103 cel mai bine pentru dvs. \u0219i conduce la noi afaceri, ar trebui s\u0103 utiliza\u021bi modelul de atribuire multi-surs\u0103 care c\u00e2nt\u0103re\u0219te valoarea fiec\u0103rui punct de contact.<\/p>\n\n\n\n<p>De\u0219i este mai complicat de m\u0103surat dec\u00e2t modelele first-touch sau last-touch, este cu mult superior, deoarece ofer\u0103 o \u00een\u021belegere a influen\u021bei pe care fiecare dintre canalele dvs. de marketing \u0219i eforturile de informare o au asupra conversiilor.<\/p>\n\n\n\n<p>Iat\u0103 de ce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce este modelul de atribuire multi-surs\u0103 \u00een marketing?<\/h2>\n\n\n\n<p>\u00cen cadrul conceptului de atribuire, modelul de atribuire multi-surs\u0103 are o caracteristic\u0103 esen\u021bial\u0103: creditul pentru conversie revine tuturor interac\u021biunilor cu clientul, din momentul \u00een care v\u0103 \u00eent\u00e2lne\u0219te \u0219i p\u00e2n\u0103 la conversie.<\/p>\n\n\n\n<p>Aceste modele includ:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Atribuirea liniar\u0103<\/h3>\n\n\n\n<p>Folosind acest model, acorda\u021bi o pondere egal\u0103 tuturor punctelor de contact care conduc la conversie. De exemplu, dac\u0103 clientul dvs. v\u0103 g\u0103se\u0219te prin c\u0103utare, apoi urm\u0103re\u0219te post\u0103rile de pe re\u021belele sociale, se implic\u0103 \u00een lista dvs. de e-mailuri \u0219i, \u00een cele din urm\u0103, plaseaz\u0103 o comand\u0103 datorit\u0103 unui mesaj de v\u00e2nz\u0103ri personalizat, fiecare interac\u021biune prime\u0219te o pondere egal\u0103.<\/p>\n\n\n\n<p><strong>Pro<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>V\u0103 permite s\u0103 acorda\u021bi credit tuturor punctelor de contact de marketing cu care a interac\u021bionat clientul.<\/li>\n\n\n\n<li>U\u0219or de configurat \u0219i de urm\u0103rit, indiferent de c\u00e2t de sofisticate sunt instrumentele dvs. de marketing.<\/li>\n<\/ul>\n\n\n\n<p><strong>Contra<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Poate supraevalua unele interac\u021biuni care au un impact minim asupra clientului.<\/li>\n\n\n\n<li>Este dificil s\u0103 determina\u021bi cele mai valoroase canale de marketing utiliz\u00e2nd acest model.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Atribuirea \u00een func\u021bie de dec\u0103derea \u00een timp<\/h3>\n\n\n\n<p>Similar cu atribuirea liniar\u0103, creditul pentru conversii revine tuturor interac\u021biunilor de marketing. Dar ponderea acestui credit cre\u0219te pe m\u0103sur\u0103 ce clientul se apropie de conversie. De exemplu, prima interac\u021biune ar putea primi doar 20%, a doua 24%, a treia 26% \u0219i interac\u021biunea final\u0103 30%.<\/p>\n\n\n\n<p>Depinde de dumneavoastr\u0103 cum c\u00e2nt\u0103ri\u021bi diferitele interac\u021biuni, \u00eens\u0103 ultima interac\u021biune va primi \u00eentotdeauna cea mai mare pondere.<\/p>\n\n\n\n<p><strong>Pro<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ideal pentru afacerile bazate pe rela\u021bii, presupun\u00e2nd c\u0103 rela\u021bia devine mai puternic\u0103 cu fiecare punct de contact.<\/li>\n\n\n\n<li>V\u0103 poate ajuta s\u0103 determina\u021bi cele mai influente puncte de contact care conduc la conversia unui client.<\/li>\n<\/ul>\n\n\n\n<p><strong>Contra<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nu reu\u0219e\u0219te s\u0103 spun\u0103 \u00eentreaga poveste, \u00een special atunci c\u00e2nd o afacere are un ciclu de v\u00e2nz\u0103ri scurt.<\/li>\n\n\n\n<li>S-ar putea s\u0103 acorde incorect o pondere minim\u0103 interac\u021biunilor timpurii care au o mare valoare pentru atragerea de noi clien\u021bi.<\/li>\n<\/ul>\n\n\n\n<section class=\"s-block1\"> <div class=\"s-block1__inner\"> <div class=\"s-block1__body\"> <h2 class=\"s-block1__title title\">C\u0103uta\u021bi o agen\u021bie de marketing?<\/h2> <div class=\"s-block1__text t-last\">Ob\u021bine\u021bi rezultate m\u0103surabile la investi\u021bia dvs.<\/div> <div class=\"s-block1__btn\"> <a class=\"btn\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\">Colabora\u021bi cu noi<\/a> <\/div> <\/div> <div class=\"s-block1__pic\"><\/div> <\/div> <\/section>\n\n\n\n<h3 class=\"wp-block-heading\">3. Atribuirea \u00een form\u0103 de U<\/h3>\n\n\n\n<p>Folosind acest model de <a href=\"https:\/\/emotive.io\/blog\/u-shaped-attribution-model\" target=\"_blank\" rel=\"noreferrer noopener\">atribuire<\/a>, ve\u021bi acorda cea mai mare pondere primului \u0219i ultimului punct de contact al clientului, cu o pondere minim\u0103 pentru toate elementele intermediare. De exemplu, dac\u0103 un client v\u0103 g\u0103se\u0219te prin intermediul unui anun\u021b de c\u0103utare Google, apoi interac\u021bioneaz\u0103 cu contul dvs. de Instagram, se \u00eenscrie pentru a primi e-mailuri \u0219i, \u00een cele din urm\u0103, converte\u0219te prin intermediul unei campanii de e-mail, ve\u021bi acorda cea mai mare pondere anun\u021bului de c\u0103utare Google \u0219i campaniei de e-mail.<\/p>\n\n\n\n<p><strong>Pro<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ideal pentru \u00eentreprinderile cu un ciclu de v\u00e2nz\u0103ri mai lung care au nevoie de mai multe puncte de contact pentru a asigura o conversie.<\/li>\n\n\n\n<li>\u00cenc\u0103 acord\u0103 credit tuturor punctelor de contact, eviden\u021biindu-le \u00een acela\u0219i timp pe cele care au adus clientul \u0219i au condus la o v\u00e2nzare.<\/li>\n<\/ul>\n\n\n\n<p><strong>Contra<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Poate subestima valoarea anumitor puncte de contact.<\/li>\n\n\n\n<li>Creditul de conversie poate fi \u00eempr\u0103\u0219tiat prea pu\u021bin pentru a fi m\u0103surat eficient pentru companiile cu cicluri de v\u00e2nz\u0103ri complexe care necesit\u0103 multe puncte de contact.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-1024x512.png\" alt=\"Multi-source Attribution Model\" class=\"wp-image-13948\" srcset=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-1024x512.png 1024w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-300x150.png 300w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-768x384.png 768w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-1536x768.png 1536w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1-370x185.png 370w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2024\/10\/file-25-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Model de atribuire personalizat<\/h3>\n\n\n\n<p>F\u0103r\u0103 \u00eendoial\u0103, acesta este cel mai bun \u0219i mai robust model de atribuire. Dar este \u0219i cel mai dificil de implementat \u0219i necesit\u0103 cele mai robuste software \u0219i instrumente de marketing.<\/p>\n\n\n\n<p>Acest model este complet personalizat pe baza ciclului dvs. de v\u00e2nz\u0103ri \u0219i a obiectivelor clien\u021bilor dvs. Acesta necesit\u0103 o \u00een\u021belegere profund\u0103 a tendin\u021belor istorice pentru a cunoa\u0219te performan\u021ba canalelor de marketing.<\/p>\n\n\n\n<p>Folosind acest model, ve\u021bi ob\u021bine cele mai bune informa\u021bii cu privire la valoarea strategiilor dvs. de marketing. Trebuie doar s\u0103 \u0219ti\u021bi ce face\u021bi sau s\u0103 lucra\u021bi cu cei mai buni exper\u021bi \u00een marketing pentru a implementa acest model.<\/p>\n\n\n\n<p><strong>Pro<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ofer\u0103 cea mai detaliat\u0103 \u0219i perspicace atribuire pentru achizi\u021biile \u0219i conversiile clien\u021bilor.<\/li>\n\n\n\n<li>Perspective de marketing personalizate, bazate pe clien\u021bii dvs. \u0219i pe obiectivele acestora.<\/li>\n<\/ul>\n\n\n\n<p><strong>Contra<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Model de atribuire dificil de implementat.<\/li>\n\n\n\n<li>Necesit\u0103 date excelente at\u00e2t din punct de vedere istoric, c\u00e2t \u0219i continuu<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Problema cu modelele First- \u0219i Last-touch<\/h2>\n\n\n\n<p>Pentru a \u00een\u021belege problemele cu modelele primei \u0219i ultimei interac\u021biuni, trebuie s\u0103 \u00een\u021belege\u021bi mai \u00eent\u00e2i cum func\u021bioneaz\u0103 acestea.<\/p>\n\n\n\n<p>Modelul first-touch acord\u0103 toate creditele de conversie primului mod \u00een care interac\u021biona\u021bi cu un client. Astfel, dac\u0103 un client v\u0103 g\u0103se\u0219te prin Instagram, acest canal prime\u0219te toate meritele pentru conversia clientului. Dar, \u00een realitate, conversia necesit\u0103 mult mai mult dec\u00e2t acea singur\u0103 interac\u021biune. De asemenea, trebuie s\u0103 \u00eei hr\u0103ni\u021bi cu mesaje text \u0219i e-mailuri pentru a le ar\u0103ta de ce ar trebui s\u0103 finalizeze achizi\u021bia cu dumneavoastr\u0103.<\/p>\n\n\n\n<p>Modelul first-touch ignor\u0103 anun\u021burile suplimentare de c\u0103utare Google cu care interac\u021bioneaz\u0103, precum \u0219i desc\u0103rcarea c\u0103r\u021bii electronice de pe site-ul dvs. \u0219i e-mailul cu recomand\u0103ri personalizate care \u00eei ajut\u0103 s\u0103 \u00een\u021beleag\u0103 produsele dvs. \u0219i modul \u00een care acestea se raporteaz\u0103 la nevoile lor.<\/p>\n\n\n\n<p>Modelul last-touch func\u021bioneaz\u0103 similar, doar c\u0103 acord\u0103 toate meritele conversiei ultimei interac\u021biuni cu afacerea dvs. S-ar putea s\u0103 auzi\u021bi acest model numit \u0219i ultimul clic sau ultima interac\u021biune. Atunci c\u00e2nd folosi\u021bi acest model, nu acorda\u021bi niciun credit diferitelor p\u0103r\u021bi ale parcursului clientului. \u00cen schimb, ultima interac\u021biune prime\u0219te toate laudele.<\/p>\n\n\n\n<p>Utilizarea atribuirii ultimului contact reduce valoarea \u00eengrijirii clien\u021bilor. De asemenea, nu ia \u00een considerare cheltuielile mari pentru construirea notoriet\u0103\u021bii m\u0103rcii \u0219i pentru atragerea de noi clien\u021bi.<\/p>\n\n\n\n<p>Ambele modele sunt mioape \u0219i nu acord\u0103 niciun credit procesului de primire a unui nou client. Ele nu iau \u00een considerare valoarea construirii de rela\u021bii \u0219i a afl\u0103rii progresive a mai multor informa\u021bii despre un client poten\u021bial pentru a-i adapta experien\u021ba, conduc\u00e2nd \u00een final la o conversie.<\/p>\n\n\n\n<p>De\u0219i acestea sunt cele mai u\u0219or de implementat modele de atribuire, ele nu fac mare lucru pentru a v\u0103 ghida eforturile de marketing \u0219i pentru a v\u0103 ajuta s\u0103 v\u0103 perfec\u021biona\u021bi strategiile pentru a ob\u021bine maximum de la fiecare interac\u021biune cu clien\u021bii, deoarece ignor\u0103 valoarea at\u00e2t de multor interac\u021biuni cu clien\u021bii.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cum s\u0103 alege\u021bi \u0219i s\u0103 implementa\u021bi modelul de atribuire multi-surs\u0103<\/h2>\n\n\n\n<p>Provoc\u0103rile legate de implementarea \u0219i gestionarea unui model de atribuire multisurs\u0103 determin\u0103 adesea companiile s\u0103 utilizeze modele cu o singur\u0103 surs\u0103. \u0218i apoi se \u00eentreab\u0103 de ce costul per lead nu scade sau ratele de conversie nu cresc.<\/p>\n\n\n\n<p>M\u0103surarea eficacit\u0103\u021bii marketingului \u0219i ob\u021binerea unei mai bune \u00een\u021belegeri a ceea ce ar trebui s\u0103 face\u021bi pentru a sprijini clientul \u00een c\u0103l\u0103toria sa c\u0103tre finalizarea unei achizi\u021bii este complex\u0103.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Alegerea unui model de atribuire necesit\u0103 evaluarea urm\u0103toarelor aspecte.<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ciclul dumneavoastr\u0103 de v\u00e2nz\u0103ri, durata acestuia \u0219i num\u0103rul de puncte de contact incluse. Companiile cu cicluri de v\u00e2nz\u0103ri mai lungi tind s\u0103 necesite modele de atribuire mai implicate. Acest lucru se datoreaz\u0103 faptului c\u0103 num\u0103rul tipic de puncte de contact poate fi de cel pu\u021bin o duzin\u0103. \u00cen aceste sectoare, modelele de atribuire single-touch denatureaz\u0103 \u0219i mai mult rezultatele \u0219i m\u0103sur\u0103torile. Iar atunci c\u00e2nd ciclul de v\u00e2nz\u0103ri dureaz\u0103 mai mult de 90 de zile, modelele de atribuire de tip \u201efirst-touch\u201d nu reu\u0219esc s\u0103 acorde credit interac\u021biunilor din partea de sus a tunelului.<\/li>\n\n\n\n<li>Canale online versus offline. Companiile cu mai multe interac\u021biuni offline ar putea g\u0103si lacune \u00een urm\u0103rire sau ar trebui s\u0103 construiasc\u0103 solu\u021bii pentru a include aceste puncte de contact \u00een marketingul lor.<\/li>\n\n\n\n<li>Software-ul pe care \u00eel utiliza\u021bi \u0219i sofisticarea acestuia. Unele software-uri sunt prea simpliste pentru a face fa\u021b\u0103 program\u0103rii lor pentru modele de atribuire personalizate. Interoperabilitatea \u00eentre toate canalele de marketing este, de asemenea, esen\u021bial\u0103 pentru a surprinde fiecare punct de contact, iar unele software-uri ar putea s\u0103 nu fie compatibile cu lucruri precum e-mailurile personale ale echipei de v\u00e2nz\u0103ri.<\/li>\n<\/ul>\n\n\n\n<p>\u00cen cele din urm\u0103, modelul de atribuire multi-surs\u0103 pe care \u00eel selecta\u021bi ar trebui s\u0103 acorde o pondere adecvat\u0103 fiec\u0103rei activit\u0103\u021bi de marketing \u00een cadrul constr\u00e2ngerilor tehnologiei \u0219i competen\u021belor dvs. Vom lucra pentru a determina cel mai bun model de atribuire \u0219i v\u0103 vom ajuta s\u0103 construi\u021bi un proces de analiz\u0103 personalizat pentru a cre\u0219te ratele de conversie, reduc\u00e2nd \u00een acela\u0219i timp costul per conversie. <a href=\"\/?page_id=10411\" target=\"_blank\" rel=\"noreferrer noopener\">Programa\u021bi-v\u0103 acum o consulta\u021bie gratuit\u0103<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\" target=\"_blank\" rel=\"noreferrer noopener\">Solicita\u021bi o ofert\u0103 gratuit\u0103<\/a><\/div>\n<\/div>\n\n\n\n<p><strong>Lectur\u0103 suplimentar\u0103:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/?p=13908\" target=\"_blank\" rel=\"noreferrer noopener\">Tactici SEO locale pentru \u00eentreprinderile cu mai multe loca\u021bii: Cele mai bune practici<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=13806\" target=\"_blank\" rel=\"noreferrer noopener\">Indicatorii Social Media: M\u0103surarea succesului \u00een campanii<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=13794\" target=\"_blank\" rel=\"noreferrer noopener\">Publicitatea pe LinkedIn: Ghid pentru succesul marketingului B2B<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=13513\" target=\"_blank\" rel=\"noreferrer noopener\">SEO local vs. SEO global: Alegerea strategiei potrivite<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Modelul de atribuire multi-surs\u0103 este complex, necesit\u00e2nd o \u00een\u021belegere a valorii fiec\u0103rei interac\u021biuni cu clientul. Iat\u0103 de ce ofer\u0103.<\/p>\n","protected":false},"author":2,"featured_media":13945,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[94],"tags":[98,102,99,100,103,101,160,97,104],"class_list":["post-13955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-de-marketing","tag-arhitectura-si-design","tag-asigurare","tag-constructie","tag-finanta","tag-it-si-saas","tag-ospitalitate","tag-staffing-recruiting-ro","tag-restaurante","tag-telecom-ro"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Modelul de atribuire multi-surs\u0103 &#8212; New Light Digital<\/title>\n<meta name=\"description\" content=\"Modelul de atribuire multi-surs\u0103 este complex, necesit\u00e2nd o \u00een\u021belegere a valorii fiec\u0103rei interac\u021biuni cu clientul. 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