{"id":11528,"date":"2013-12-10T17:58:39","date_gmt":"2013-12-10T15:58:39","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=9780"},"modified":"2013-12-10T17:58:39","modified_gmt":"2013-12-10T15:58:39","slug":"is-zekasi-ve-is-analatigi-artik-dogru-pazarlama-ve-crm-teknikleri-uygulamalarinin-anahtari","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2013\/12\/10\/is-zekasi-ve-is-analatigi-artik-dogru-pazarlama-ve-crm-teknikleri-uygulamalarinin-anahtari\/","title":{"rendered":"\u0130\u015f Zekas\u0131 ve \u0130\u015f Analati\u011fi, Art\u0131k Do\u011fru Pazarlama ve CRM Teknikleri Uygulamalar\u0131n\u0131n Anahtar\u0131"},"content":{"rendered":"

Kitlesel pazarlama kampanyalar\u0131n\u0131n pop\u00fclerli\u011fi, teknolojinin her ge\u00e7en g\u00fcn geli\u015fmesiyle birlikte azal\u0131yor. Bu kampanyalar\u0131n yerini ise hedef odakl\u0131 bire bir pazarlama kampanyalar\u0131 devral\u0131yor. Bu t\u00fcr hedef odakl\u0131 kampanyalar\u0131n da do\u011fru bir \u015femada olu\u015fturulabilmesi i\u00e7in birtak\u0131m teknolojik ihtiya\u00e7lar ortaya \u00e7\u0131k\u0131yor.
\nBunlar,
\n– \u201cAnalitik CRM\u201d k\u0131sm\u0131nda veri taban\u0131 analiz ara\u00e7lar\u0131n\u0131n tan\u0131nmas\u0131
\n– \u201cInteraktif CRM\u201d taraf\u0131nda ise belirli bir m\u00fc\u015fteri kitlesine \u00f6zel olarak haz\u0131rlanm\u0131\u015f mesajlarla, o kitleye ula\u015fabilmek i\u00e7in kullan\u0131lacak ileti\u015fim teknolojilerinin tan\u0131nmas\u0131.
\n\u015eirketlerdeki g\u00fcnl\u00fck veri miktar\u0131 her ge\u00e7en g\u00fcn art\u0131yor ve gittik\u00e7e karma\u015f\u0131kla\u015f\u0131yor. Do\u011fal olarak bu verileri i\u015flemek i\u00e7in geleneksel y\u00f6ntemler yeterli olmuyor. Bu veriler, i\u00e7inde m\u00fc\u015fteri hareketlerine dair olduk\u00e7a \u00f6nemli bilgiler bar\u0131nd\u0131r\u0131yor. Ancak i\u015flenmedi\u011fi takdirde anlam\u0131n\u0131 kaybediyor. Dolay\u0131s\u0131yla kurumun rakiplerinin \u00f6n\u00fcne ge\u00e7me olas\u0131l\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcr\u00fcyor. Bu durumun aksine ger\u00e7ek zamanl\u0131 olarak i\u015flendiklerinde, mobilite ve analiz g\u00fcc\u00fc kazand\u0131r\u0131yor ve kurumu bir ad\u0131m \u00f6ne ta\u015f\u0131yor. Bu \u015fekilde m\u00fc\u015fteriye do\u011fru zamanda do\u011fru \u00e7\u00f6z\u00fcm sunma s\u00fcresi de saatlerden dakikalara iniyor.
\nPazarlama D\u00fcnyas\u0131na Yeni bir Bak\u0131\u015f…
\nM\u00fc\u015fteri \u0130li\u015fkileri Y\u00f6netimi(CRM), Yerini M\u00fc\u015fteri Deneyimi Y\u00f6netimi\u2019ne (CEM) B\u0131rak\u0131yor\u2026
\nG\u00fcn\u00fcm\u00fczde pazarlama kampanyalar\u0131n\u0131n m\u00fc\u015fterinin tam ihtiyac\u0131 oldu\u011fu anda duyurulmas\u0131 b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. \u00c7\u00fcnk\u00fc \u00e7a\u011f\u0131m\u0131z\u0131n pazarlama d\u00fcnyas\u0131, h\u0131z\u0131n\u0131, dinamizmini ve m\u00fc\u015fteri merkezli yap\u0131s\u0131n\u0131 giderek art\u0131yor.<\/p>\n

B\u00f6ylece, CEM (M\u00fc\u015fteri Deneyimi Y\u00f6netimi) kavram\u0131, CRM (M\u00fc\u015fteri ili\u015fkileri Y\u00f6netimi)\u2019in taht\u0131n\u0131 sars\u0131yor ve pazarlama d\u00fcnyas\u0131na yeni bir bak\u0131\u015f getiriyor. \u00d6zellikle, ortaya \u00e7\u0131kan bir\u00e7ok CRM \u00e7\u00f6z\u00fcm\u00fcnde olay tabanl\u0131 yani \u201canl\u0131k\u201d aksiyon alabilen yap\u0131lar dikkat \u00e7ekiyor. Bu yap\u0131lar ile m\u00fc\u015fterinin i\u00e7inde bulundu\u011fu durumu anlayabilen pazarlama departmanlar\u0131, m\u00fc\u015fterilerinin ihtiyac\u0131 olan kampanyalar\u0131 yapma imkan\u0131 buluyor. Bu sayede daha ba\u015far\u0131l\u0131 b\u00fct\u00e7e kullan\u0131m\u0131 ile daha ba\u015far\u0131l\u0131 kampanyalara imzalar at\u0131labiliyor. <\/p>\n

Intellica\u2019n\u0131n EVAM (Event & Action Manager) \u00e7\u00f6z\u00fcm\u00fc ile ger\u00e7ek zamanl\u0131 m\u00fc\u015fteri hareketlerini analiz edip, \u00e7e\u015fitli ortamlardan gelen hareketlerin i\u00e7erisinde \u00f6nceden tan\u0131mlanm\u0131\u015f senaryolara uyan desenler aran\u0131yor. Senaryolardaki desenler ke\u015ffedildi\u011finde ise m\u00fc\u015fterilere ak\u0131ll\u0131 \u00f6neriler yine ger\u00e7ek zamanl\u0131 olarak yap\u0131labiliyor. Bu \u00e7\u00f6z\u00fcm sayesinde kampanyalar\u0131n geri d\u00f6n\u00fc\u015fleri d\u00f6rt-be\u015f kat daha fazla olabiliyor. Ayr\u0131ca, m\u00fc\u015fteri ve olay odakl\u0131 yakla\u015f\u0131mlarla, sadece anlaml\u0131 nokta ve zamanlarda pazarlama aksiyonlar\u0131n\u0131n yap\u0131lmas\u0131 da sa\u011flan\u0131yor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kitlesel pazarlama kampanyalar\u0131n\u0131n pop\u00fclerli\u011fi, teknolojinin her ge\u00e7en g\u00fcn geli\u015fmesiyle birlikte azal\u0131yor. Bu kampanyalar\u0131n yerini ise hedef odakl\u0131 bire bir pazarlama kampanyalar\u0131 devral\u0131yor. Bu t\u00fcr hedef odakl\u0131 kampanyalar\u0131n da do\u011fru bir \u015femada olu\u015fturulabilmesi i\u00e7in birtak\u0131m teknolojik…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-11528","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\n\u0130\u015f Zekas\u0131 ve \u0130\u015f Analati\u011fi, Art\u0131k Do\u011fru Pazarlama ve CRM Teknikleri Uygulamalar\u0131n\u0131n Anahtar\u0131 - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2013\/12\/10\/is-zekasi-ve-is-analatigi-artik-dogru-pazarlama-ve-crm-teknikleri-uygulamalarinin-anahtari\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0130\u015f Zekas\u0131 ve \u0130\u015f Analati\u011fi, Art\u0131k Do\u011fru Pazarlama ve CRM Teknikleri Uygulamalar\u0131n\u0131n Anahtar\u0131 - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Kitlesel pazarlama kampanyalar\u0131n\u0131n pop\u00fclerli\u011fi, teknolojinin her ge\u00e7en g\u00fcn geli\u015fmesiyle birlikte azal\u0131yor. 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