ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®åœ±é¿åã¯ãããžãã¹ã«ãããŠç¡èŠã§ããªãã¬ãã«ã«éããŠããŸãããããããã®å¹æãæ£ç¢ºã«æž¬å®ããããã®æ¹æ³ã¯ããŸã ã«å€ãã®äŒæ¥ã暡玢ããŠããç¶æ³ã§ããä»åã¯ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®æ¹æ³ãšããã®ããã»ã¹ã§æ³šæãã¹ããã€ã³ããæãäžããŠãããŸããåºç« ããå§ãŸãæ¬èšäºã§ã¯ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®åºç€ç¥èãç°¡åã«ããããããåŸãå¹æ枬å®ã®åºæ¬ãå ·äœçãªæž¬å®æ¹æ³ããããŠå¹æ枬å®ã®éã«çæãã¹ã泚æç¹ãŸã§ã解説ããŸããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®æªæ¥ãèŠæ®ãããã®å¹æãé©åã«æž¬å®ããæ¹åãžãšã€ãªããããã®ç§èš£ããããžãã¹ããŒãœã³ã®çæ§ã«ãäŒãããŸãã
åºç« ïŒã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãšã¯ïŒ
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å®çŸ©
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãç¹å®ã®åéããžã£ã³ã«ã§åœ±é¿åãæã€å人ïŒã€ã³ãã«ãšã³ãµãŒïŒã掻çšããŠããã©ã³ããååã宣äŒããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã«èšŽæ±ããããšãæããŸããã€ã³ãã«ãšã³ãµãŒã¯ãã®ä¿¡é Œæ§ã説åŸåã«ãããæ¶è²»è ã®è³Œè²·æ欲ãé«ããå¹æããããããããŒã±ãã£ã³ã°æŠç¥ã®äžç°ãšããŠæ³šç®ãããŠããŸãã
ã€ã³ãã«ãšã³ãµãŒã¯ãœãŒã·ã£ã«ã¡ãã£ã¢ã®ãã©ãã¯ãŒãå€ã人ç©ã ãã§ãªããç¹å®ã®å°éç¥èãæèœãæã¡ãç¹å®ã®ã³ãã¥ããã£å ã§å°æ¬ããã人ç©ãå«ãŸããŸãããã®ããã倧è¡ãžã®åºç¯å²ãªã¢ããŒã«ã ãã§ãªããããããªåžå Žã«ãããŠãé«ãå¹æãçºæ®ããå¯èœæ§ããããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãæ¶è²»è ãšã®è·é¢ãè¿ãã€ã³ãã«ãšã³ãµãŒãéããŠãååããµãŒãã¹ã®é åããããªã¢ã«ã§ä¿¡é Œæ§ã®ããæ¹æ³ã§äŒããããç¹ããåŸæ¥ã®åºåææ³ãšç°ãªã倧ããªç¹åŸŽã§ãã
ãªãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãéèŠãªã®ã
çŸä»£ã®æ¶è²»è ã¯ãåŸæ¥åã®åºåã«å¯ŸããŠæççã§ããããããå®éã®äœéšè«ãä¿¡é Œã§ãã人ç©ããã®ãããããéèŠããåŸåã«ãããŸãããã®å€åã«å¯Ÿå¿ããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãæ¶è²»è ãä¿¡é Œãã身è¿ã«æããã€ã³ãã«ãšã³ãµãŒãéããŠååããµãŒãã¹ã玹ä»ããããšã§ãå¹æçã«ã¿ãŒã²ããã«ã¢ãããŒãããŸãã
ããã«ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ãç¹å®ãããããšããå©ç¹ããããŸããã€ã³ãã«ãšã³ãµãŒã¯ãã©ãã¯ãŒå±€ãæ確ã§ããããããã©ã³ãã¯èªç€Ÿã®ååããµãŒãã¹ã«åã£ãã€ã³ãã«ãšã³ãµãŒãéžå®ãããããå¹ççãªããŒã±ãã£ã³ã°ãå¯èœã«ãªããŸãã
ãŸãããœãŒã·ã£ã«ã¡ãã£ã¢ã®æ®åã«ãããã€ã³ãã«ãšã³ãµãŒãšæ¶è²»è ãšã®éã®ã³ãã¥ãã±ãŒã·ã§ã³ããã掻çºã«è¡ãããããã«ãªããŸããããã®çžäºäœçšã¯ããã©ã³ãã®èªç¥åºŠåäžã ãã§ã¯ãªãã顧客ãã€ã€ã«ãã£ã®æ§ç¯ã«ãå¯äžããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®æŽå²
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯æ°ããæŠå¿µã§ã¯ãããŸãããéå»ã«ãããŠãæå人ãæš©åšãã人ç©ãçšãã宣äŒææ³ããšãããŠããŸãããããããã€ã³ã¿ãŒããããšãœãŒã·ã£ã«ã¡ãã£ã¢ã®çºå±ã«ãããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯å€§ããé²åããŸãããããã«ããã以åã¯ã¢ã¯ã»ã¹ãé£ããã£ã倧è¡ã«å¯ŸããŠããå¹ççã«ãªãŒãããããšãå¯èœã«ãªããŸããã
åæã®æ®µéã§ã¯ãäž»ã«æå人ãå°é家ãã€ã³ãã«ãšã³ãµãŒãšããŠæŽ»èºããŠããŸããããçŸåšã§ã¯ããã€ã¯ãã€ã³ãã«ãšã³ãµãŒããšåŒã°ããããå°èŠæš¡ãªãããç±å¿ãªãã©ãã¯ãŒãæã€äººç©ãéèŠãªåœ¹å²ãæ ãããã«ãªã£ãŠããŸãããã®ãããªå€åã¯ãå€æ§ãªåžå Žã«ã¢ãããŒãããæ©äŒãæäŸããŠããŸãã
ããã«ããã¯ãããžãŒã®é²åã«äŒŽããã€ã³ãã«ãšã³ãµãŒãšãã©ã³ãã®ãããã³ã°ãå©ãããã©ãããã©ãŒã ãããŒã«ãç»å ŽããŠããŸãããããã¯ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æãæ倧åãããŸããã®ææ³ãããã«é²åãããåååãšãªã£ãŠããŸãã
çŸä»£ã®ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®ãã¬ã³ã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®äžçã¯ãåžžã«å€åããŠããŸããçŸä»£ã«ããããã¬ã³ãã®äžã€ã¯ãçæ£æ§ãšãªã¬ãŒã·ã§ãã«ããŒã±ãã£ã³ã°ãžã®éç¹ã®ã·ããã§ããæ¶è²»è ã¯ã€ã³ãã«ãšã³ãµãŒãå®éã«äœéšããããšãæ¬åœã«ä¿¡ããååã®ã¿ãæšå¥šããããšãæ±ããŠããŸãããããã£ãŠããã©ã³ãã¯ã€ã³ãã«ãšã³ãµãŒãšã®é·æçãªé¢ä¿ãç¯ããä¿¡é Œæ§ã®ããã¡ãã»ãŒãžãå ±æããããšãæ±ããããŠããŸãã
ãŸãããããªã³ã³ãã³ãã®éèŠæ§ãé«ãŸã£ãŠããŸããç¹ã«ãçãåç»ãæçš¿ãããã©ãããã©ãŒã ã®æ®åã«ãããã€ã³ãã«ãšã³ãµãŒã¯çæéã§é åçãªã³ã³ãã³ããçã¿åºãã倧ããªåœ±é¿åãæã€ããšãå¯èœã«ãªããŸããããã®ååã¯èŠèŠçãªã³ã³ãã³ããæ¶è²»è ã«äžãã圱é¿ã®å€§ããã瀺ããŠããŸãã
ããã«ãããŒã¿ããªãã³ããŒã±ãã£ã³ã°ã®é²åã«ãããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æã枬å®ãããããªã£ãŠããŠããŸããããã«ããããã©ã³ãã¯æŠç¥ãããæŽç·ŽãããROIãæé©åããããšãå¯èœã«ãªãã€ã€ãããŸããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ããããã®ãã¬ã³ããåãå ¥ããããšã§ä»åŸãçºå±ãç¶ããã§ãããã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã®åºæ¬
å¹æ枬å®ã®éèŠæ§
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãã®åœ±é¿åã掻ããããšã§ãã©ã³ãã®èªç¥åºŠåäžã顧客ã®ç²åŸããããŠå£²äžãã®å¢å ã«ã€ãªããããšãæåŸ ãããŠããŸãããããããã®å¹æãé©åã«æž¬å®ããããšãªãããŒã±ãã£ã³ã°æŠç¥ãé²ããŠããŸããšãæè³ã«å¯Ÿãããªã¿ãŒã³ãèŠå€±ããããŸããããã®ãããããŒã±ãã£ã³ã°ã®æœçãšããŠã®å¹çæ§åã³å¹ææ§ã確èªããããã«ã¯ãå¹æ枬å®ãäžå¯æ¬ ã§ãã
ãŸããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã¯ããã£ã³ããŒã³ã®æåèŠå ãæ¹åç¹ãç解ããããã«ãéèŠã§ãã枬å®ãè¡ãããšã§ã次åã®ãã£ã³ããŒã³ã®èšç»æã«äœãããŸããããäœãããŸããããªãã£ãã®ããæ確ã«ã§ããããå¹æçãªæŠç¥ãç«ãŠãããšãã§ããŸãã
ããã«ãå¹æ枬å®ã¯ã€ã³ãã«ãšã³ãµãŒã®éžå®åºæºãå¥çŽå 容ã®èŠçŽããªã©ãå°æ¥çãªããŒã±ãã£ã³ã°æŽ»åã®è³ªãé«ããããã«ã圹ç«ã¡ãŸããçµæãåæããROIïŒæè³å©ççïŒãå«ããæ§ã ãªèŠå ãèæ ®ããããšã§ãããå¹æçãªã€ã³ãã«ãšã³ãµãŒéžã³ã«ã€ãªããã®ã§ãã
å¹æ枬å®ãè¡ãåã«èšå®ãã¹ãKPI
KPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãèšå®ããããšã¯ãç®çã«åãããå¹æ枬å®ãè¡ãããã®ç¬¬äžæ©ã§ããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã«ãããŠãããçšããããKPIã«ã¯ããšã³ã²ãŒãžã¡ã³ãçïŒããããã³ã¡ã³ãã®æ°ãªã©ïŒããªãŒãïŒã³ã³ãã³ããå±ãããŠãŒã¶ãŒã®æ°ïŒãã¯ãªãã¯æ°ãã³ã³ããŒãžã§ã³çïŒã¢ã¯ã·ã§ã³ãå®äºããå²åïŒãã€ã³ãã¬ãã·ã§ã³ïŒè¡šç€ºåæ°ïŒãªã©ããããŸãã
ãããã®KPIã¯ããã£ã³ããŒã³ã®ç®çã«å¿ããŠéžæããäºåã«æ確ã«å®çŸ©ããããšãéèŠã§ããäŸãã°ããã©ã³ãã®èªç¥åºŠåäžãç®æãå Žåã¯ãªãŒããã€ã³ãã¬ãã·ã§ã³ãããŠã§ããµã€ããžã®èªå°ãç®çãšããå Žåã¯ã¯ãªãã¯æ°ãã³ã³ããŒãžã§ã³çã«çç®ãããšãã£ã圢ã§ãã
KPIãå®çŸ©ããéã«ã¯ããªã¢ãªã¹ãã£ãã¯ãã€æž¬å®å¯èœãªç®æšå€ãèšå®ããããšãéèŠã§ããç®æšå€ãå ·äœçã«ããããšã§ããã£ã³ããŒã³çµäºåŸã«å¹æãæ°å€ã§ç¢ºèªããæåãã©ããã®å€æåºæºãšããããšãã§ããŸãã
äžè¬çãªæž¬å®ææš
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã«ã¯ãäžèšã§è¿°ã¹ãKPIã®ã»ãã«ãæ§ã ãªæž¬å®ææšãååšããŸããã€ã³ãã«ãšã³ãµãŒã«ããæçš¿ã®ãšã³ã²ãŒãžã¡ã³ãã®è³ªãè©äŸ¡ããããã«ã¯ãã³ã¡ã³ãã®å 容ãå ±æãããé »åºŠãªã©ãå®æ§çãªããŒã¿ã®åæãæ±ããããŸãã
ãŸããããºææ°ãã»ã³ãã¡ã³ãåæïŒãã¬ãã£ããããžãã£ãããšããææ ã®åæïŒãªã©ããã詳现ãªåæãè¡ãããã®ææšããããŸãããããã®ææšãå©çšããããšã§ãæ°åã ãã§ã¯æããããªããã£ã³ããŒã³ã®åœ±é¿ãæ·±ãç解ããããšãå¯èœã«ãªããŸãã
ããã«ããã©ãã¯ãŒå¢å æ°ããã©ã³ããžã®èšåæ°ãªã©ããã£ã³ããŒã³ã®çŽæ¥çãªå¹æã ãã§ãªããéæ¥çãªå¹æã枬å®ããããšã倧åã§ããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®ç䟡ã¯ãçæéã§æ確ãªæ°åãåºãã ãã§ã¯ãªããé·æã«ããããã©ã³ã䟡å€ã®åäžã«ããããŸãã
å¹æ枬å®ã®ã¿ã€ãã³ã°ãšé »åºŠ
å¹æ枬å®ã®ã¿ã€ãã³ã°ã¯ããã£ã³ããŒã³ã®æ§è³ªã«ãã£ãŠå€ãããŸãããäžè¬çã«ã¯ãã£ã³ããŒã³éå§åãäžéããããŠçµäºåŸãšãã3ã€ã®ãã§ãŒãºã§æž¬å®ãå®æœãããšè¯ãã§ããããéå§åã«ã¯ããŒã¹ã©ã€ã³ãšãªãããŒã¿ãåéããäžéã§ã¯é²è¡ç¶æ³ããã§ãã¯ããçµäºåŸã«ã¯å šäœã®ææãè©äŸ¡ããŸãã
枬å®ã®é »åºŠã«ã€ããŠã¯ããã£ã³ããŒã³ã®èŠæš¡ãæéã«ããããŸãããå®æçã«ããŒã¿ãåéãåæããããšãçæ³ã§ããçæéã®ãã£ã³ããŒã³ã§ããã°é±ã«1åãé·æã«ããããã®ã§ããã°æã«1åã®ãã§ãã¯ã§ååãããããŸãããé »ç¹ã«ããŒã¿ã確èªããããšã§ãå¿ èŠã«å¿ãã調æŽãéããã«å®æœããããšãå¯èœã«ãªããŸãã
éèŠãªã®ã¯ãå¹æ枬å®ãäžåºŠããã§çµããã®ã§ã¯ãªããç¶ç¶çã«è¡ãããšã§ããå®æçãªåæãéããŠåŸãããç¥èŠã¯ã次ååã³å°æ¥ã®ããŒã±ãã£ã³ã°æŽ»åã®è³ªãåäžãããããã®è²Žéãªè²¡ç£ãšãªããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°å¹æ枬å®ã®æ¹æ³
çŽæ¥çãªå¹æã®æž¬å®ïŒå£²äžã»ãªãŒãç²åŸæ°ãªã©
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®çŽæ¥çãªå¹æã枬å®ããäžã€ç®ã®æ¹æ³ã¯ã売äžã®å¢å ã確èªããããšã§ãããã£ã³ããŒã³å®æœååŸã§ã®å£²äžããŒã¿ãæ¯èŒããã€ã³ãã«ãšã³ãµãŒã«ããããã¢ãŒã·ã§ã³ãã©ã®çšåºŠå£²äžã«è²¢ç®ãããã枬å®ããŸãã
äºã€ç®ã¯ããªãŒãç²åŸæ°ã®åæã§ããå ·äœçã«ã¯ãã€ã³ãã«ãšã³ãµãŒçµç±ã§ã®ãŠã§ããµã€ã蚪åè æ°ããç¹å®ã®ãã©ãŒã ã®æåºæ°ãªã©ã远跡ããŸããããã«ãããããŒã±ãã£ã³ã°æŽ»åãæ°ããªèŠèŸŒã¿å®¢ã®ç²åŸã«ã©ãã ãå¹æçã§ãã£ãããåæããŸãã
ãŸããããã¢ãŒã·ã§ã³ã³ãŒããå°çšã®ã©ã³ãã£ã³ã°ããŒãžãå©çšããããšã§ãã€ã³ãã«ãšã³ãµãŒçµç±ã§ã®å ·äœçãªææãæŽã«è©³çŽ°ã«è¿œè·¡ããããšãå¯èœã§ãã
éæ¥çãªå¹æã®æž¬å®ïŒãã©ã³ãèªç¥åºŠã»ãšã³ã²ãŒãžã¡ã³ãçãªã©
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®éæ¥çãªå¹æã枬å®ããæ¹æ³ãšããŠããã©ã³ãèªç¥åºŠã®åäžããããŸããããã¯ããœãŒã·ã£ã«ã¡ãã£ã¢äžã®èšåãæ€çŽ¢ãšã³ãžã³ã§ã®ãã©ã³ãåã®æ€çŽ¢é »åºŠã®å¢å ãéããŠè©äŸ¡ãããããšãå€ãã§ãã
次ã«ããšã³ã²ãŒãžã¡ã³ãçãéèŠãªææšã§ããå ·äœçã«ã¯ãæçš¿ã®ãããæ°ãã·ã§ã¢æ°ãã³ã¡ã³ãæ°ãªã©ãã€ã³ãã«ãšã³ãµãŒã®æçš¿ãåããåå¿ãåæããŸãããããã®ããŒã¿ãããæ¶è²»è ããã©ã³ãã³ã³ãã³ãã«ã©ãã ãèå³ãæã£ãŠããããè©äŸ¡ããŸãã
æåŸã«ããã©ãã¯ãŒæ°ã®å¢å ããéæ¥çå¹æã®äžã€ãšããŠæããããŸããã€ã³ãã«ãšã³ãµãŒãšã®ã³ã©ãã¬ãŒã·ã§ã³ãéããŠããã©ã³ãã®ãœãŒã·ã£ã«ã¡ãã£ã¢ãã£ã³ãã«ã®ãã©ãã¯ãŒæ°ãã©ã®çšåºŠå¢å ãããã远跡ããããšãã§ããŸãã
枬å®ããŒã«ã®æŽ»çšæ¹æ³
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æã粟å¯ã«æž¬å®ããããã«ã¯ãé©åãªæž¬å®ããŒã«ã®æŽ»çšãäžå¯æ¬ ã§ããGoogle AnalyticsãSocial Bladeãªã©ã®ããŒã«ãçšããããšã§ããŠã§ããã©ãã£ãã¯ããœãŒã·ã£ã«ã¡ãã£ã¢ã®ãšã³ã²ãŒãžã¡ã³ããå ·äœçã«è¿œè·¡ããããšãã§ããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒå°çšã®ããŒã±ãã£ã³ã°ãã©ãããã©ãŒã ã䜿çšããããšã§ããã£ã³ããŒã³å šäœã®ROIãèšç®ããããã€ã³ãã«ãšã³ãµãŒããšã®ããã©ãŒãã³ã¹ãæ¯èŒåæããããšãå¯èœã§ãã
ãããã®ããŒã«ãå¹ççã«æŽ»çšããããšã§ããã£ã³ããŒã³ã®æå床ãå®éçã«æž¬å®ããå°æ¥ã®ããŒã±ãã£ã³ã°æŠç¥ã«åœ¹ç«ãŠãããšãã§ããŸãã
ã±ãŒã¹ã¹ã¿ãã£ïŒæåäºäŸãšå€±æäºäŸã®åæ
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®æåäºäŸãšããŠããæããããã®ã¯ãæ確ãªç®æšèšå®ãšã¿ãŒã²ããã®éžå®ãè¡ã£ãäºäŸã§ããæåãããã£ã³ããŒã³ã¯ããã©ã³ãã®ç®æšãšã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒå±€ãå¯æ¥ã«é£æºããŠããå Žåãå€ãã§ãã
å察ã«ã倱æäºäŸã®å€ãã¯ãã€ã³ãã«ãšã³ãµãŒãšãã©ã³ãã®ã€ã¡ãŒãžãåèŽããŠããªãã±ãŒã¹ã§ãããã©ã³ãã€ã¡ãŒãžã«åããªãã€ã³ãã«ãšã³ãµãŒãéžãã çµæãããŒã±ãã£ã³ã°æŽ»åãéå¹æã«ãªãããã©ã³ããã¡ãŒãžã«ã€ãªãã£ãäºäŸããããŸãã
ãããã®ã±ãŒã¹ã¹ã¿ãã£ãåæããããšã§ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãèšç»ããéã®éèŠãªæèšãåŸãããšãã§ããŸããã¿ãŒã²ãããšã®ãããã³ã°ãç®æšã®æ確åãé©åãªæž¬å®ããŒã«ã®å©çšããæåã«äžå¯æ¬ ã§ãããšããããšãç解ã§ããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°å¹æ枬å®ã®æ³šæç¹
枬å®ã®èª€ãããã€ã¢ã¹ãé¿ãããã€ã³ã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã«ãããŠãæãéèŠãªã®ã¯ãããŒã¿åæã®éã®èª€ãããã€ã¢ã¹ãæå°éã«æããããšã§ãããŸããæ¯èŒå¯Ÿè±¡ãšãªãããŒã¿ãé©åã«éžå®ããå¿ èŠããããŸããææãã¿ãŒã²ããã®éãã«ããå€çèŠå ãèæ ®ããã«åæãè¡ããšã誀ã£ãçµæãå°ãåºããŠããŸãå¯èœæ§ãããããã§ãã
次ã«ããã£ã³ããŒã³ã®ç®çã«å¿ããææšãéžã¶ããšãèå¿ã§ããäŸãã°ããã©ã³ãèªç¥åºŠã®åäžãç®æããŠããå Žåã¯ããã©ãã¯ãŒæ°ã®å¢å ãã¡ã³ã·ã§ã³ã®æ°ãéèŠããããšãæå¹ã§ããäžæ¹ã販売ä¿é²ãç®çãšããå Žåã¯ãå ·äœçãªè²©å£²æ°ããŠã§ããµã€ããžã®æµå ¥æ°ãäžå¿ã«åæããå¿ èŠããããŸãã
ãŸããè€æ°ã®ã€ã³ãã«ãšã³ãµãŒã掻çšããå Žåã¯ãããããã®ããã©ãŒãã³ã¹ãåå¥ã«åæããå šäœã®çµæã«ã©ã®ããã«è²¢ç®ããŠããããææ¡ããããšãéèŠã§ããåã ã®ã€ã³ãã«ãšã³ãµãŒã®åœ±é¿åãæ£ç¢ºã«è©äŸ¡ããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããšãã§ããŸãã
ã€ã³ãã«ãšã³ãµãŒéžå®æã®èæ ®äºé
ã€ã³ãã«ãšã³ãµãŒã®éžå®ã«ãããŠã¯ããã®äººæ°ããã©ãã¯ãŒæ°ã ãã§ãªãããã©ã³ãã€ã¡ãŒãžãã¿ãŒã²ãããšã®é©åæ§ãèæ ®ããããšãéèŠã§ãããã©ãã¯ãŒæ°ãå€ãã€ã³ãã«ãšã³ãµãŒãå¿ ãããæé©ãªéžæãšã¯éããããã©ã³ãã®äŸ¡å€èŠ³ãã¡ãã»ãŒãžãåºããèœåãååã«æã£ãŠãããã©ãããå€æã®åºæºãšãªããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒãšã®çžæ§ãèŠæ¥µããããã«ãéå»ã®ãã£ã³ããŒã³å®çžŸããã©ãã¯ãŒã®åå¿ãæ€èšããããšãæçã§ããã€ã³ãã«ãšã³ãµãŒããããŸã§ã«è¡ã£ããã£ã³ããŒã³ãæåããŠãããããã©ãã¯ãŒããã®åå¿ã积極çã ã£ããã¯éèŠãªå€æææã§ãã
ããã«ãã€ã³ãã«ãšã³ãµãŒãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãåæ»ã«è¡ããããšããé·æã«ããã£ãŠå¹æçãªããŒãããŒã·ãããç¯ãããã«äžå¯æ¬ ã§ãããã£ã³ããŒã³ã®è©³çŽ°ãªãŽãŒã«ãæåŸ ãããææã«ã€ããŠãäºåã«ãã£ãããšåæ圢æãè¡ããåé¡ãããã°è¿ éã«å¯Ÿå¿ã§ããé¢ä¿ãæ§ç¯ããããšãéèŠã§ãã
ãã£ã³ããŒã³æéãšæž¬å®æéã®èšå®
ãã£ã³ããŒã³ã®æéèšå®ã¯ããã®å¹æãæ£ãã枬å®ããäžã§éèŠãªèŠçŽ ã®ã²ãšã€ã§ãããã£ã³ããŒã³ãçããããšãååãªããŒã¿ãåŸããããé·æçãªå¹æãèŠéããŠããŸãå¯èœæ§ããããŸããäžæ¹ã§ãé·æã«ãããããããšãå€çèŠå ã«ãã圱é¿ãåãããããªããŸãã
枬å®æéã«ã€ããŠãåæ§ã«ããã£ã³ããŒã³çµäºçŽåŸã ãã§ãªããäžå®æéãçµéããåŸã«ãåæãè¡ãããšã§ãããæ£ç¢ºãªå¹æãææ¡ããããšãå¯èœã§ããçæéãšé·æéã§ã®å¹æãæ¯èŒãããã£ã³ããŒã³ã«ããæç¶çãªåœ±é¿ãè©äŸ¡ããããšã倧åã§ãã
ããã«ããã£ã³ããŒã³æéäžãç¹å®ã®ã€ãã³ããææã«åãããŠç¹å¥ãªã³ã³ãã³ããæå ¥ããããšã§ãå¹æã®ããŒã¯ãäœãåºãæŠç¥ãæå¹ã§ãããã®ãããªæŠç¥ãåãå Žåã¯ããã®ã¿ã€ãã³ã°ãèæ ®ãã枬å®ãå¿ èŠã«ãªããŸãã
ããŒã¿ãã©ã€ãã·ãŒãšå«ççèæ ®
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã§ã¯ããã©ãã¯ãŒãæ¶è²»è ã®ããŒã¿ãã©ã€ãã·ãŒãå°éããããšã極ããŠéèŠã§ããå人æ å ±ã®æ±ãã«é¢ããŠãé©åãªæ³ä»€é å®ãšå«çèŠå®ãéµå®ããå¿ èŠããããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒã«ããååããµãŒãã¹ã®æšå¥šã«ã¯çå®æ§ãéææ§ãæ±ããããŸãã宣äŒå 容ã誀解ãæããã®ã§ãªããããã€ã³ãã«ãšã³ãµãŒãšã®éã§æ確ãªã¬ã€ãã©ã€ã³ãèšãããã©ãã¯ãŒã«å¯ŸããŠçæ¯ã§æ£çŽãªã³ãã¥ãã±ãŒã·ã§ã³ãå¿æããã¹ãã§ãã
æ¶è²»è ã®ä¿¡é ŒãåŸãããã«ã¯ãã€ã³ãã«ãšã³ãµãŒãšã®ææºãåºåã§ããããšãæ確ã«ãããªã©ãéææ§ã®ç¢ºä¿ãäžå¯æ¬ ã§ãã宣äŒè¡çºãæ¶è²»è ã«ãšã£ãŠåœ¹ç«ã€æ å ±ã§ããããšã確èªãã誀解ãé¿ããããã®é æ ®ãæ±ããããŸãã
å¹æ枬å®ããèŠãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å°æ¥
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãè¿å¹Žã«ãããŠããŒã±ãã£ã³ã°æŠç¥ã®éèŠãªèŠçŽ ã®äžã€ãšãªããŸããããããããã®å¹æãã©ã®ããã«æž¬å®ããããã«å°æ¥ã®ããŒã±ãã£ã³ã°æŠç¥ã«ã©ã®ããã«æŽ»ãããŠããããäŒæ¥ã«ãšã£ãŠã®å€§ããªèª²é¡ãšãªã£ãŠããŸãããã®èšäºã§ã¯ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®æ¹æ³ãšå°æ¥äºæž¬ã«ã€ããŠæãäžããŠãããŸãã
AIãšããŒã¿è§£æã®é²åãããããå€å
AIãé«åºŠãªããŒã¿è§£ææè¡ã®é²æ©ã¯ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã«é©åœããããããŠããŸãããããã®æè¡ãçšããããšã«ãããåŸæ¥ãããé«ç²ŸåºŠã§ããã€è¿ éã«ããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®å¹æã枬å®ããããšãå¯èœã«ãªããŸãã
ããšãã°ãAIã掻çšããææ åæã«ãã£ãŠãæ¶è²»è ãæçš¿ã«å¯ŸããŠã©ã®ãããªææ ãæã£ããã詳现ã«åæããããšãã§ãããã®çµæãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åã«æŽ»çšããããšãã§ããŸãã
ãŸããããã°ããŒã¿ãæ·±ãæãäžããããšã«ãããæœåšçãªé¡§å®¢ã®ããŒãºãåŸåãããæ確ã«æããã¿ãŒã²ãã£ã³ã°ã®ç²ŸåºŠãé«ããããšãå¯èœã«ãªã£ãŠããŠããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®é²åäºæž¬
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãä»åŸããããªãé²åãéããŠããããšãäºæž¬ãããŠããŸããç¹ã«ããã€ã¯ãã€ã³ãã«ãšã³ãµãŒãããã€ã³ãã«ãšã³ãµãŒãšãã£ããã现ååãããã«ããŽãªã®ã€ã³ãã«ãšã³ãµãŒã«ããããŒã±ãã£ã³ã°ããããäžå±€éèŠã«ãªã£ãŠãããŸãã
ã¿ãŒã²ãããšããæ¶è²»è ã®ããŒãºã«ããå¯æ¥ã«åãããã³ã³ãã³ãäœæãå¯èœãªãããã®ã€ã³ãã«ãšã³ãµãŒã¯ãé«ããšã³ã²ãŒãžã¡ã³ãçãå®çŸããäŒæ¥ã«ãšã£ãŠã®è²Žéãªè³æºãšãªããŸãã
ãŸããä»®æ³çŸå®ïŒVRïŒãæ¡åŒµçŸå®ïŒARïŒã掻çšããã€ã³ã¿ã©ã¯ãã£ããªãã£ã³ããŒã³ãç»å Žããããšã«ãããæ¶è²»è ã®åå äœéšãæ²¡å ¥æãé«ããããšãã§ããããã«ãªãããã®çµæãããæ·±ããã©ã³ããã€ã€ãªãã£ãæ§ç¯ããããšãã§ããããã«ãªããŸãã
æ°ããªææšãšæž¬å®æ¹æ³ã®éçº
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®ææãé©åã«è©äŸ¡ããããã«ã¯ãåŸæ¥ã®ãªãŒãããšã³ã²ãŒãžã¡ã³ãçã ãã§ãªããæ°ããªææšã®éçºãå¿ èŠãšãããŠããŸãã
äŸãã°ãæ¶è²»è ã®ãã©ã³ãã«å¯Ÿããææ å€åã枬å®ããããã®ææšããé·æçãªé¡§å®¢äŸ¡å€ïŒLTVïŒã«åœ±é¿ãäžããææšãªã©ã泚ç®ãéããŠããŸãã
ãããã®æ°ããææšã掻çšããããšã§ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æãããæ·±ãããã€ç·åçã«ç解ããããšãã§ããããæŠç¥çãªããŒã±ãã£ã³ã°ã®å®æœãå¯èœã«ãªããŸãã
ãã©ã³ããšã€ã³ãã«ãšã³ãµãŒã®é¢ä¿ã®å€å
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®äžã§ããã©ã³ããšã€ã³ãã«ãšã³ãµãŒãšã®é¢ä¿ããŸãé²åããŠããŸããäŒæ¥ã¯åã«ã€ã³ãã«ãšã³ãµãŒãåºååªäœãšããŠã§ã¯ãªããããŒãããŒã·ãããçµã¶ããšã§ããæ·±ãã¬ãã«ã§ååããããŸãã
ãã®ãããªé¢ä¿ã®æ§ç¯ã«ãããã€ã³ãã«ãšã³ãµãŒã¯ããã©ã³ãã®ã¡ãã»ãŒãžããã説åŸåã®ããæ¹æ³ã§äŒããããšãå¯èœãšãªããäŒæ¥ã¯ã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒãšã®ä¿¡é Œé¢ä¿ã掻çšããããšã§ãããæå¹ã«èªç€Ÿã®è£œåããµãŒãã¹ãããã¢ãŒã·ã§ã³ããããšãã§ããŸãã
å°æ¥çã«ã¯ããã®ãããªãã©ã³ããšã€ã³ãã«ãšã³ãµãŒãšã®é¢ä¿ãããã«å¯æ¥ã«ãªããå ±åã§ã³ã³ãã³ããå¶äœãããªã©ãããã¯ãªãšã€ãã£ããªã³ã©ãã¬ãŒã·ã§ã³ãå€ãèŠãããããã«ãªãããšã§ãããã
ãŸãšãïŒã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°å¹æ枬å®ã®ãã¹ããã©ã¯ãã£ã¹
å¹æçãªæž¬å®æŠç¥ã®èŠç¹
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æãæ£ç¢ºã«æž¬å®ããããã«ã¯ãæ確ãªç®æšèšå®ãå¿ é ã§ãã売äžã®å¢å ããã©ã³ãèªç¥åºŠã®åäžããŠã§ããµã€ããžã®ãã©ãã£ãã¯å¢å ãªã©ãå ·äœçãªç®çãå®ããããšãéèŠã§ãã
次ã«ãé©åãªKPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãéžæããŸããã€ã³ãã¬ãã·ã§ã³æ°ããšã³ã²ãŒãžã¡ã³ãçãã¯ãªãã¯æ°ãã³ã³ããŒãžã§ã³çãªã©ãç®æšã«åã£ãææšãçšããããšã§ãå¹æãå ·äœçã«æããããŸãã
ãŸãã䜿çšãã枬å®ããŒã«ã®éžå®ãæ¬ ãããŸãããSNSã®åæããŒã«ãã¢ãã£ãªãšã€ããã©ãããã©ãŒã ãå°éã®ãœãããŠã§ã¢ãªã©ãçŸä»£ã«ã¯æ§ã ãªæž¬å®ããŒã«ãååšããŸãããããã掻çšããããŒã¿åéãšåæãè¡ããŸãã
ç¶ç¶çãªåæãšæ¹åã®ãµã€ã¯ã«
ããŒã¿ã¯åžžã«å€åããŸãã®ã§ãäžåºŠã®åæã ãã§ã¯ãªããå®æçãªããŒã¿åéãšåæãäžå¯æ¬ ã§ããããã«ããããã£ã³ããŒã³ã®éäžã§ã®åŸ®èª¿æŽããããå¹æçãªæŠç¥ãžã®ã·ãããå¯èœã«ãªããŸãã
ããã«ãå ·äœçãªæ°å€ã ãã§ã¯ãªããæ¶è²»è ã®å£°ããã£ãŒãããã¯ãæŸãäžããããšãéèŠã§ããã€ã³ãã«ãšã³ãµãŒãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéããŠãå質ã®é«ãã³ã³ãã³ãã®æäŸãç®æããŸãããã
æ¹åã®ãµã€ã¯ã«ãåãããšã§ãå¹ççãã€å¹æçãªããŒã±ãã£ã³ã°æŠç¥ã確ç«ã§ããŸãã倱æããåŠã¶ããšãæãããåžžã«æ¹åã«åããåªåãæ ããªãããšãæåã®éµãšãªããŸãã
æåãžå°ãããã®ãã³ã
æåãåããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã¯ãã¿ãŒã²ãããšãªããªãŒãã£ãšã³ã¹ãšã®é¢ä¿æ§æ§ç¯ããå§ãŸããŸããã€ã³ãã«ãšã³ãµãŒãæã€ãªãŒãã£ãšã³ã¹ãšã®ä¿¡é Œé¢ä¿ãå©çšããèªç¶ãªåœ¢ã§è£œåããµãŒãã¹ãæšå¥šããŠãããããšãéèŠã§ãã
ãŸããäžè²«æ§ãæã£ãã¡ãã»ãŒãžã³ã°ãšãã©ã³ãã€ã¡ãŒãžã®ç¶æã«ã泚åããŸããããã€ã³ãã«ãšã³ãµãŒãçºããã¡ãã»ãŒãžããã©ã³ãã®äŸ¡å€èŠ³ãç®æãã€ã¡ãŒãžãšæŽåæ§ãæã€ããšã§ãæ¶è²»è ã«å¯Ÿããã説åŸåã®ããã³ãã¥ãã±ãŒã·ã§ã³ãå¯èœãšãªããŸãã
æåŸã«ãæè»æ§ãæã£ãŠå¯Ÿå¿ããããšã倧åã§ããåžå Žãæ¶è²»è ã®ããŒãºã¯åžžã«å€åããŸãã®ã§ãç¶æ³ã«å¿ããæŠç¥ã®èŠçŽãããæ°ããã¢ãããŒãã®è©Šã¿ãªã©ãæè»ãªå¯Ÿå¿ãæ±ããããŸãã
å°æ¥ãžã®å±æãšçµããã«
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãä»åŸãå€ãã®äŒæ¥ã«ãšã£ãŠéèŠãªããŒã±ãã£ã³ã°ææ³ã®äžã€ã§ããç¶ããã§ããããæç¶å¯èœãªæé·ãšãé·æçãªæåã®ããã«ã¯ãå¹æ枬å®ã®ããã»ã¹ã®æ¹åãšé²åãå¿ èŠã§ãã
ãã¬ã³ãã®å€åã«ææã§ããã€ã€ãæ°ããªæè¡ã®æ¡çšãããŒã¿åæææ³ã®é©æ°ã«ç©æ¥µçã«åãçµãããšã§ãããé«ãå¹æãç®æãã¹ãã§ããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®æªæ¥ã¯ãé©æ°ãšææŠã«æºã¡ãŠããŸãã
æ¬èšäºããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ãèããéã®æåŒããšãªãã°å¹žãã§ããæåãžã®éã¯æ±ºããŠå®¹æã§ã¯ãããŸããããæ£ããæ¹æ³ãšæç¶çãªåªåã«ãã£ãŠãæãçµæãéæããããšãå¯èœã§ãã
ãŸãšãïŒã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°å¹æ枬å®ã®ãã¹ããã©ã¯ãã£ã¹
ããžãã¹ããŒãœã³ã®çæ§ãã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å¹æ枬å®ã¯ãé©åãªKPIèšå®ããå§ãŸããŸããéèŠãªã®ã¯ã売äžå¢å ããªãŒãç²åŸæ°ãªã©ã®çŽæ¥çå¹æãšããã©ã³ãèªç¥åºŠããšã³ã²ãŒãžã¡ã³ãçãªã©ã®éæ¥çå¹æãç·åçã«è©äŸ¡ããããšã§ãã枬å®ããŒã«ã®æŽ»çšã¯å¿ é ã§ãããæåäºäŸãšå€±æäºäŸããåŠã¶ããšã倧åã§ãã枬å®ã«éããŠã¯ã誀ãããã€ã¢ã¹ãé¿ããé©åãªã€ã³ãã«ãšã³ãµãŒéžå®ããã£ã³ããŒã³æéãšæž¬å®æéã®æ éãªèšå®ãããŒã¿ãã©ã€ãã·ãŒãžã®é æ ®ãéèŠã§ããå¹æ枬å®ãåºã«ããç¶ç¶çãªåæãšæ¹åããæåãžã®éµãæ¡ããŸããå°æ¥æè¡ã®é²å±ã¯ãããªãå¯èœæ§ãéããããé²åããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã«é©å¿ãããã®å¹æãåžžã«æé©åããŠããæè»æ§ãæ±ããããŸãã