{"id":14396,"date":"2017-06-11T08:15:59","date_gmt":"2017-06-11T08:15:59","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=14396"},"modified":"2017-06-11T08:15:59","modified_gmt":"2017-06-11T08:15:59","slug":"markafoni-neden-kapandi","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2017\/06\/11\/markafoni-neden-kapandi\/","title":{"rendered":"Markafoni neden kapand\u0131?"},"content":{"rendered":"<p>As\u0131l soru bu de\u011fil. As\u0131l soruyu sormak i\u00e7in yak\u0131n zamanda aram\u0131zdan ayr\u0131lan Jack Trout\u2019un konumland\u0131rmas\u0131n\u0131 yapmak laz\u0131m. Markafoni bir perakende zinciri. Ancak perakende zincirleri aras\u0131nda farkl\u0131la\u015fmak i\u00e7in web sitesi, mailing yani teknolojiyi kullan\u0131yor. Yani teknoloji bu perakende zincirinin g\u00fc\u00e7l\u00fc taraf\u0131. Bunun d\u0131\u015f\u0131ndaki \u201cprivate shopping\u201dden kaynaklanan y\u00fcksek al\u0131m g\u00fc\u00e7l\u00fc sad\u0131k m\u00fc\u015fteriye sahip olma durumu, T\u00fcrkiye\u2019de veri g\u00fcvenli\u011finin ac\u0131nas\u0131 durumundan dolay\u0131 k\u0131sa zamanda a\u015f\u0131ld\u0131.<br \/>\nGe\u00e7enlerde facebook\u2019da Markafoni arkas\u0131ndan da Bukoli\u2019nin neden kapand\u0131\u011f\u0131 ile ilgili bir soru sordum. \u00c7ok g\u00fczel cevaplar ald\u0131m. Duygu Dervi\u015fo\u011flu, sat\u0131\u015f\u0131n en \u00f6nemli sebebinin \u201cprivate shopping\u201d sitelerinin d\u00fcnyadaki genel d\u00fc\u015f\u00fc\u015f\u00fc ve \u00e7al\u0131\u015fanlar\u0131n hepsiburada.com&#8217;a kapt\u0131r\u0131lmas\u0131 olarak iletirken, Serkan Uzun y\u00fcksek kurlar\u0131n oldu\u011fu bir d\u00f6nemde ihracat\u0131 planlamayan bir yap\u0131n\u0131n ba\u015far\u0131s\u0131n\u0131n m\u00fcmk\u00fcn olmad\u0131\u011f\u0131n\u0131 s\u00f6ylemesi dikkatimi \u00e7ekti.&nbsp;<br \/>\nEylem C\u00fclc\u00fco\u011flu, d\u00f6nemin pazaryerlerinde \u00fcr\u00fcn satmak olu\u011funu s\u00f6ylerken, Cengiz Zorg\u00f6rmez, uzun uzun \u00f6zellikle tekstil pazar\u0131n\u0131n, bu web sitelerinden nas\u0131l etkilendi\u011fini harika bir analiz ile yazm\u0131\u015f. \u00d6zetlersek, piyasada \u00fcretim fazlas\u0131 \u00fcr\u00fcnlerin azalmas\u0131ndan, iade oranlar\u0131n\u0131n y\u00fckselmesine  kadar bir\u00e7ok parametrenin Markafoni\u2019nin bu gidi\u015fat\u0131nda etkisi oldu\u011funu yazm\u0131\u015f.  Sonu\u00e7 olarak da bunun tek bir hataya ba\u011flanamayaca\u011f\u0131 konusunda herkes hem fikir olmu\u015f.&nbsp;<br \/>\n<a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4978.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4978.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14404\"><\/a><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4979.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4979.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14403\"><\/a><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4980.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4980.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14402\"><\/a><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4981.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4981.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14401\"><\/a><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4982.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_4982.png\" alt=\"\" width=\"1125\" height=\"2001\" class=\"alignnone size-full wp-image-14400\"><\/a>Tam okumay\u0131 bitiriyordum ki Seagate\u2019in eski \u00fclke m\u00fcd\u00fcr\u00fc sevgili \u0130pek Biny\u0131ld\u0131z\u2019\u0131n 8-9 kelimelik yorumuna denk geldim. \u201cBir y\u0131ld\u0131r ciddi IT sistemsel bir problem vard\u0131.\u201d \u0130\u00e7erden bilgi al\u0131nca sorun nas\u0131l netle\u015fiyor. \u0130\u015fte as\u0131l problem buydu. Ald\u0131\u011f\u0131m duyumlara g\u00f6re Markafoni ERP yaz\u0131l\u0131m\u0131n\u0131 i\u00e7erde yazmak gibi bir yola gitmeye \u00e7al\u0131\u015fm\u0131\u015ft\u0131. Bir y\u0131ll\u0131k bir \u00e7aban\u0131n sonunda ise projeden vazge\u00e7mi\u015fti. Bu tip projelerde kaybedilen paradan ziyade, zaman ve motivasyon oluyor. Bu arada i\u015flemeyen bir sisteminiz varsa ve herkes i\u00e7erde yapmak istemedi\u011fi i\u015fi bu sistem gelince \u00e7\u00f6z\u00fclecek diyorsa, i\u015fte orada art\u0131k \u00e7\u00f6z\u00fclemez bir durum olu\u015fuyor.&nbsp;<br \/>\n<a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_5002.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_5002.png\" alt=\"\" width=\"640\" height=\"360\" class=\"alignnone size-full wp-image-14398\"><\/a>Bu durumda neden kapand\u0131 bir soru olmaktan \u00e7\u0131k\u0131yor. SWOT analizi herkesin a\u015fina oldu\u011fu bir \u015firket i\u00e7in sorulmas\u0131 gereken soru, bu alanlar\u0131n hangisine denk geliyor? \u015eimdi as\u0131l sorumuzu soral\u0131m. Markafoni\u2019nin iyi bir CDO\u2019su olsayd\u0131 sonu bu olur muydu? CDO\u2019nun g\u00f6revi dijital stratejiyi ger\u00e7ekle\u015ftirmek olacakt\u0131. Dolay\u0131s\u0131 ile art\u0131k durum net, i\u015fler belirgin ve e\u011filip b\u00fck\u00fclemez olacakt\u0131. Ayr\u0131ca dijitalle\u015fme en \u00fcst seviyeden y\u00f6netildi\u011fi i\u00e7in, sat\u0131\u015f ve pazarlaman\u0131n hegemonyas\u0131na tak\u0131l\u0131p h\u0131rpalanmayacakt\u0131. Son d\u00f6nemde bir\u00e7ok projede bu sorunu g\u00f6r\u00fcyorum. Sat\u0131\u015f ve pazarlama istemedi\u011fi i\u015fi, bu konuda bir yaz\u0131l\u0131m yazd\u0131ral\u0131m diye d\u0131\u015far\u0131ya at\u0131yorlar. Bu da i\u00e7erde yap\u0131lmas\u0131 gereken bir i\u015f i\u00e7in sistem kurulmas\u0131n\u0131 ve operasyonel konular\u0131n aylar hatta y\u0131llarca atmas\u0131n\u0131 sa\u011fl\u0131yor. Y\u00f6neticilerin sat\u0131\u015f ve pazarlama departmanlar\u0131 ile ba\u015flay\u0131p insan kaynaklar\u0131na da sirayet eden bu ka\u00e7\u0131\u015f noktas\u0131n\u0131 farkedip, tepki vermeleri gerekiyor. \u0130\u00e7erdeki ekip en ufak i\u015fine yaz\u0131l\u0131m istemeye ba\u015flad\u0131\u011f\u0131nda, yada devam eden bir projenin ucuna ekledi\u011finde \u015firket bir s\u00fcre sonra kendi sonunu haz\u0131rlamaya ba\u015fl\u0131yor. Ben bunu kuyru\u011funu yiyen y\u0131lana benzetiyorum.&nbsp;<br \/>\n<b>ThoughtWorks ve yaz\u0131l\u0131m<\/b><br \/>\nGe\u00e7en hafta ThoughtWorks Teknoloji Y\u00f6neticisi Erkan Binici, ile \u00e7ok keyifli bir g\u00f6r\u00fc\u015fme yapt\u0131m. Haz\u0131rlad\u0131klar\u0131 harika teknoloji radar\u0131ndan bahsetti. Ben de gelecekle ilgili yaz\u0131l\u0131m yat\u0131r\u0131mlar\u0131nda bu radar\u0131 kullanman\u0131n \u00e7ok do\u011fru olaca\u011f\u0131 g\u00f6r\u00fc\u015f\u00fcnde oldu\u011fumu belirttim. T\u00fcrkiye\u2019ye hepsiburada.com projesi ile giren yaz\u0131l\u0131m \u015firketi bir projenin zaman\u0131nda bitirilmesi i\u00e7in yap\u0131lmas\u0131 gerekenler konusunda \u00e7ok net bir duru\u015f sergiliyor. Gerekirse ekibi b\u00fcy\u00fct\u00fcr projeyi bitiririz diyorlar. Bu zarar\u0131m\u0131za da olsa b\u00f6yle yapar\u0131z. \u00d6zellikle yeni d\u00f6nem yaz\u0131l\u0131m \u015firketleri bunu \u00e7ok iyi yap\u0131yorlar. Erkan beyin anlatt\u0131klar\u0131n\u0131 Markafoni olay\u0131 ile harmanlay\u0131nca i\u00e7erde yaz\u0131l\u0131m\u0131 y\u00f6netecek bir ekibin olmas\u0131n\u0131n iyi olaca\u011f\u0131n\u0131 ancak zamanlaman\u0131n hi\u00e7bir \u015fekilde kaymamas\u0131 gerekti\u011fini ciddi anlamda hissetti\u011fimi s\u00f6ylemek isterim.&nbsp;<br \/>\n<a href=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_5004.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/06\/img_5004.png\" alt=\"\" width=\"1200\" height=\"630\" class=\"alignnone size-full wp-image-14399\"><\/a>Bu arada, Erkan beyle gelece\u011fin teknolojileri ve yaz\u0131l\u0131mda yat\u0131r\u0131m yap\u0131lmas\u0131 gereken konular\u0131n da \u00fczerinden ge\u00e7tik. Yapay zeka, machine learning ve bili\u015fsel \u00f6\u011frenim alanlar\u0131nda yeni geli\u015fmelerden, tarih\u00e7eye kadar her alada \u00e7ok keyifli bir sohbet yapt\u0131k. T\u00fcrkiye\u2019de API\u2019\u0131 bir \u00fcr\u00fcn olarak g\u00f6rmeyen teknoloji firmalar\u0131n\u0131n ne b\u00fcy\u00fck sorunlar ya\u015fad\u0131\u011f\u0131n\u0131 anlatt\u0131\u011f\u0131mda, o da bana \u00f6zellikle bu tip konularda d\u00fcnyada de\u011fi\u015fen trendleri anlatt\u0131. API\u2019\u0131n nas\u0131l \u00fcretimin en \u00f6nemli par\u00e7as\u0131 oldu\u011fundan bahsetti.&nbsp;<br \/>\nSonu\u00e7 olarak yaz\u0131l\u0131m i\u015fi art\u0131k eskisi gibi ben bu platformu biliyorum yada \u015firketimin bu teknoloji \u015firketi ile anla\u015fmas\u0131 var yakla\u015f\u0131m\u0131 ile se\u00e7ilecek bir konu olmad\u0131\u011f\u0131 ortaya \u00e7\u0131k\u0131yor. Yaz\u0131l\u0131m da bir \u015firketin mal varl\u0131\u011f\u0131, do\u011fru \u015fekilde planlanmal\u0131, yaz\u0131lmal\u0131, geli\u015ftirilmeli ve korunmal\u0131\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As\u0131l soru bu de\u011fil. As\u0131l soruyu sormak i\u00e7in yak\u0131n zamanda aram\u0131zdan ayr\u0131lan Jack Trout\u2019un konumland\u0131rmas\u0131n\u0131 yapmak laz\u0131m. Markafoni bir perakende zinciri. Ancak perakende zincirleri aras\u0131nda farkl\u0131la\u015fmak i\u00e7in web sitesi, mailing yani teknolojiyi kullan\u0131yor. Yani teknoloji&#8230;<\/p>\n","protected":false},"author":2,"featured_media":14397,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-14396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Markafoni neden kapand\u0131? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/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\/2017\/06\/11\/markafoni-neden-kapandi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Markafoni neden kapand\u0131? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"As\u0131l soru bu de\u011fil. As\u0131l soruyu sormak i\u00e7in yak\u0131n zamanda aram\u0131zdan ayr\u0131lan Jack Trout\u2019un konumland\u0131rmas\u0131n\u0131 yapmak laz\u0131m. Markafoni bir perakende zinciri. Ancak perakende zincirleri aras\u0131nda farkl\u0131la\u015fmak i\u00e7in web sitesi, mailing yani teknolojiyi kullan\u0131yor. 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