WEBåºåæ¥çã«ãããŠãå¹æçãªåºåé ä¿¡ãšäºç®é åãå®çŸããããã«ã¯ã顧客ã®è³Œè²·è¡åã詳现ã«åæããããšãäžå¯æ¬ ã§ããããããèšå€§ãªé¡§å®¢ããŒã¿ãåã«ãã©ã®ããã«åæãé²ããã°ããã®ãæ©ãæ åœè ã¯å°ãªããããŸãããããã§æ³šç®ãããŠããã®ãã売äžããŒã¿ãããšã«é¡§å®¢ã10段éã«ã©ã³ã¯åãããåã©ã³ã¯ã®ç¹åŸŽãæããã«ãããã·ã«åæã§ãã
ãã·ã«åæã¯ã売äžãžã®è²¢ç®åºŠãé«ãäžäœé¡§å®¢å±€ãšãè²¢ç®åºŠãäœãäžäœé¡§å®¢å±€ã®è³Œè²·è¡åã®éããæµ®ã圫ãã«ããŸãããã®åæçµæã掻çšããããšã§ãäžäœé¡§å®¢å±€ã«ããé©ããåºåé ä¿¡ãè¡ã£ãããäžäœé¡§å®¢å±€ã®è³Œå ¥é »åºŠãéé¡ãé«ããããã®æœçãæ€èšãããããããšãå¯èœãšãªããŸããã€ãŸãããã·ã«åæã¯ãéãããåºåäºç®ãæé©ã«é åããé«ãROIãå®çŸããããã®ã«ã®ãæ¡ã£ãŠããã®ã§ãã
æ¬èšäºã§ã¯ããã·ã«åæã®åºæ¬çãªæŠå¿µãããWEBåºåæ¥çã«ãããå ·äœçãªæŽ»çšæ¹æ³ãŸã§ãåå¿è åãã«ãããããã解説ããŸãããã·ã«åæãç解ããå®è·µããããšã§ãããŒã¿ã«åºã¥ãå¹æçãªWEBåºåæœçãç«æ¡ã»å®è¡ããåºåäž»ã®ããžãã¹æé·ã«è²¢ç®ããããšãã§ããã§ããããWEBåºåæ¥çã§ç«¶äºåãé«ãããæ¹ã¯ããã²ãã·ã«åæãåŠã³ãããŒã±ãã£ã³ã°æŽ»åã«æŽ»ãããŠãã ããã
1. ãã·ã«åæãšã¯äœãïŒåºæ¬çãªæŠå¿µãšç®ç
1-1. ãã·ã«åæã®å®çŸ©ãšè§£èª¬
ãã·ã«åæã¯ã顧客ããŒã¿ãè³Œå ¥éé¡é ã«äžŠã¹ã10çåããã°ã«ãŒãããšã«æ§ã ãªææšãç®åºãã顧客ã®è³Œè²·è¡åãåæããææ³ã§ãããã®åæã«ãã£ãŠã売äžã«è²¢ç®åºŠã®é«ãäžäœé¡§å®¢å±€ãšãè²¢ç®åºŠã®äœãäžäœé¡§å®¢å±€ã®ç¹åŸŽãæããã«ããããšãã§ããŸãã
å ·äœçã«ã¯ã以äžã®ãããªæé ã§åæãè¡ããŸãã
- 顧客ããŒã¿ãè³Œå ¥éé¡ã®é«ãé ã«äžŠã¹ã
- 顧客ã10çåããåã°ã«ãŒãããã·ã«1ïœãã·ã«10ãšåŒã¶
- åãã·ã«ã®è³Œå ¥æ¯çã売äžé«æ§ææ¯ã1人ãããè³Œå ¥éé¡ãªã©ãç®åºãã
- ç®åºããææšãæ¯èŒããäžäœé¡§å®¢å±€ãšäžäœé¡§å®¢å±€ã®ç¹åŸŽãåæãã
ãã·ã«åæã§ã¯ãäžäœ20ïŒ ã®é¡§å®¢ïŒãã·ã«1ïœ2ïŒã売äžã®å€§éšåãå ããŠããããšãå€ãããã®å±€ãéç¹çã«å¯Ÿçããããšã§å¹æçãªããŒã±ãã£ã³ã°ãå¯èœãšãªããŸããäžæ¹ãäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ãè³Œå ¥é »åºŠãéé¡ãå¢ããããã®æœçãæ€èšããå¿ èŠããããŸãã
1-2. ãã·ã«åæã®ç®çãšæŽ»çšæ¹æ³
ãã·ã«åæã®äž»ãªç®çã¯ã顧客ã®è³Œè²·è¡åã詳现ã«ææ¡ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšã§ãããã®åæã«ãã£ãŠåŸãããæ å ±ã¯ã以äžã®ãããªå Žé¢ã§æŽ»çšã§ããŸãã
- éèŠé¡§å®¢ã®ç¹å®ãšåªéããã°ã©ã ã®èšèš
- 顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãšã¿ãŒã²ãã£ã³ã°
- ã¯ãã¹ã»ã«ãã¢ããã»ã«ã®æ©äŒã®çºèŠ
- 顧客ç涯䟡å€ïŒCLVïŒã®äºæž¬ãšæé©å
- ããŒã±ãã£ã³ã°äºç®ã®æé©é å
äŸãã°ããã·ã«åæã®çµæããäžäœé¡§å®¢å±€ã®ç¹åŸŽãææ¡ã§ããã°ããã®å±€ã«åãããååéçºããµãŒãã¹æ¹åãè¡ãããšã§ããããªã売äžå¢å ãæåŸ ã§ããŸãããŸããäžäœé¡§å®¢å±€ã®è³Œè²·è¡åãåæããããšã§ãè³Œå ¥é »åºŠãéé¡ãé«ããããã®æœçãæ€èšããããšãå¯èœã§ãã
1-3. ãã·ã«åæãšä»ã®åæææ³ãšã®éã
ãã·ã«åæã¯ãRFMåæãABCåæãªã©ãä»ã®é¡§å®¢åæææ³ãšäœµçšãããããšãå€ããããŸããããããã®åæææ³ã«ã¯ã以äžã®ãããªç¹åŸŽããããŸãã
- RFMåæïŒçŽè¿ã®è³Œè²·è¡åã«çç®ãã顧客ããæçµè³Œå ¥æ¥ããè³Œå ¥é »åºŠããè³Œå ¥éé¡ãã®3ã€ã®ææšã§åé¡ããææ³
- ABCåæïŒå£²äžé«ãå©çã«çç®ããååã顧客ãéèŠåºŠã«å¿ããŠAãBãCã®3ã€ã®ã©ã³ã¯ã«åé¡ããææ³
ãã·ã«åæã¯ãè³Œå ¥éé¡ã«åºã¥ããŠé¡§å®¢ã10çåãããšããç¹ã§ãRFMåæãABCåæãšã¯ç°ãªããŸãããã·ã«åæã§ã¯ãè³Œå ¥éé¡ã®ååžã詳现ã«ææ¡ã§ããããã顧客ã®è³Œè²·è¡åãããæ·±ãç解ããããšãã§ããŸãããã ããåæã®ç®çã«å¿ããŠããããã®ææ³ãçµã¿åãããŠæŽ»çšããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãå¯èœãšãªããŸãã
2. WEBåºåæ¥çã«ããããã·ã«åæã®éèŠæ§
2-1. WEBåºåæ¥çã®ç¹åŸŽãšãã·ã«åæã®å¿ èŠæ§
WEBåºåæ¥çã¯ãå€æ§ãªåºåäž»ãšèšå€§ãªæ°ã®ãŠãŒã¶ãŒã察象ãšããŠãããå¹æçãªåºåé ä¿¡ãšé©åãªäºç®é åãæ±ããããŸãããã®æ¥çã§ã¯ãåºåäž»ããšã«ç°ãªãç®çãäºç®ããããããããã«åãããæé©ãªåºåæŠç¥ãç«æ¡ããå¿ èŠããããŸãããã·ã«åæã¯ãåºåäž»ã®é¡§å®¢ããŒã¿ã詳现ã«åæããåºåå¹æã®é«ã顧客局ãç¹å®ããããšã§ãããå¹ççãªåºåé ä¿¡ãå®çŸããããã®éèŠãªææ³ãšãªããŸãã
ãŸããWEBåºåæ¥çã§ã¯ãåºåå¹æã®æž¬å®ãšæ¹åãæ¬ ãããŸãããã¯ãªãã¯çãç¶ç¶çãã³ã³ããŒãžã§ã³çãªã©ãæ§ã ãªææšãçšããŠåºåããã©ãŒãã³ã¹ãè©äŸ¡ããããé«ãææãç®æãå¿ èŠããããŸãããã·ã«åæã掻çšããããšã§ãåºåå¹æã®é«ã顧客局ã®ç¹åŸŽãææ¡ãããã®å±€ã«ããé©ããåºåé ä¿¡ãè¡ãããšãã§ããŸãã
2-2. ãã·ã«åæã«ããWEBåºåå¹æã®æž¬å®ãšæ¹å
ãã·ã«åæãçšããŠWEBåºåå¹æã枬å®ããéã¯ãåºåäž»ã®é¡§å®¢ããŒã¿ãè³Œå ¥éé¡é ã«äžŠã¹ã10çåããã°ã«ãŒãããšã«åºåããã©ãŒãã³ã¹ãæ¯èŒããŸããå ·äœçã«ã¯ã以äžã®ãããªææšãç®åºããäžäœé¡§å®¢å±€ãšäžäœé¡§å®¢å±€ã®ç¹åŸŽãåæããŸãã
- åãã·ã«ã®ã¯ãªãã¯çãç¶ç¶çãã³ã³ããŒãžã§ã³ç
- åãã·ã«ã®åºåè²»çšå¯Ÿå¹æïŒROASïŒ
- åãã·ã«ã®é¡§å®¢ç涯䟡å€ïŒCLVïŒ
ãããã®ææšãæ¯èŒããããšã§ãåºåå¹æã®é«ãäžäœé¡§å®¢å±€ã®ç¹åŸŽãæããã«ãããã®å±€ã«ããé©ããåºåé ä¿¡ãè¡ãããšãã§ããŸããäŸãã°ãäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ãããããŒãœãã©ã€ãºãããåºåããªããŒã±ãã£ã³ã°åºåãé ä¿¡ããããšã§ããããªãè³Œå ¥ä¿é²ãå³ãããšãå¯èœã§ããäžæ¹ãäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ãè³Œå ¥é »åºŠãéé¡ãé«ããããã®æœçãæ€èšããåºåå¹æã®æ¹åãç®æãããšãã§ããŸãã
2-3. ãã·ã«åæã掻çšããWEBåºåæŠç¥ã®ç«æ¡
ãã·ã«åæã®çµæãèžãŸããŠãå¹æçãªWEBåºåæŠç¥ãç«æ¡ããããã«ã¯ã以äžã®ãããªãã€ã³ããèæ ®ããå¿ èŠããããŸãã
- äžäœé¡§å®¢å±€ãžã®éç¹çãªåºåé ä¿¡ïŒãã·ã«åæã§ç¹å®ããäžäœé¡§å®¢å±€ã«å¯ŸããŠãããé«ãäºç®ãå²ãåœãŠãããŒãœãã©ã€ãºãããåºåãé ä¿¡ããã
- äžäœé¡§å®¢å±€ã®è³Œè²·è¡åã®åæïŒäžäœé¡§å®¢å±€ã®è³Œè²·è¡åã詳现ã«åæããè³Œå ¥é »åºŠãéé¡ãé«ããããã®æœçãæ€èšãããäŸãã°ãå²åŒã¯ãŒãã³ã®é åžããé¢é£ååã®ã¬ã³ã¡ã³ããªã©ãèããããã
- åºåé ä¿¡ãã£ãã«ã®æé©åïŒãã·ã«åæã®çµæãåºã«ãå顧客局ã«é©ããåºåé ä¿¡ãã£ãã«ãéžæãããäŸãã°ãäžäœé¡§å®¢å±€ã«ã¯ãœãŒã·ã£ã«ã¡ãã£ã¢åºåãäžäœé¡§å®¢å±€ã«ã¯ãã£ã¹ãã¬ã€åºåãé ä¿¡ãããªã©ã顧客局ããšã«æé©ãªãã£ãã«ã掻çšããã
- åºåã¯ãªãšã€ãã£ãã®æé©åïŒãã·ã«åæã§æããã«ãªã£ãå顧客局ã®ç¹åŸŽãèžãŸããŠãåºåã¯ãªãšã€ãã£ããæé©åãããäžäœé¡§å®¢å±€ã«ã¯é«çŽæã®ãããã¶ã€ã³ãäžäœé¡§å®¢å±€ã«ã¯ãåŸæã蚎æ±ãããã¶ã€ã³ãæ¡çšãããªã©ã顧客局ã«åãããã¯ãªãšã€ãã£ããå¶äœããã
ãã·ã«åæã掻çšããWEBåºåæŠç¥ã®ç«æ¡ã¯ãåºåäž»ã®é¡§å®¢ããŒã¿ã詳现ã«åæããå顧客局ã«é©ããåºåé ä¿¡ãè¡ãããšã§ãåºåå¹æã®æ倧åãç®æããã®ã§ãããã®æŠç¥ãå®è·µããããšã§ãåºåäºç®ã®æé©é åãšé«ãROIã®å®çŸãå¯èœãšãªããWEBåºåæ¥çã«ããã競äºåã®åŒ·åã«ã€ãªãããŸãã
3. ãã·ã«åæã®å ·äœçãªæé ãšç®åºæ¹æ³
ãã·ã«åæãå®æœããã«ã¯ã顧客ããŒã¿ã®åéãšæŽçã环ç©è³Œå ¥éé¡ã«ãã顧客ã®10åå²ãåãã·ã«ã«ãããææšã®ç®åºãšè§£éãšããäžé£ã®æé ãå¿ èŠã§ããããã§ã¯ãããããã®æé ã«ã€ããŠè©³ãã解説ããŸãã
3-1. 顧客ããŒã¿ã®åéãšæŽç
ãã·ã«åæãè¡ãããã®ç¬¬äžæ©ã¯ãåæ察象ãšãªã顧客ããŒã¿ãåéããæŽçããããšã§ããå¿ èŠãªããŒã¿ã¯ã顧客IDãè³Œå ¥æ¥ãè³Œå ¥éé¡ãªã©ã§ããããã®ããŒã¿ãäžå®æéïŒéåžžã¯1幎éïŒã«ããã£ãŠåéããŸããåéããããŒã¿ã¯ã顧客IDãåºæºã«è³Œå ¥éé¡ãåèšãã1人ãããã®çŽ¯ç©è³Œå ¥éé¡ãç®åºããŸãããã®çŽ¯ç©è³Œå ¥éé¡ãããšã«ã顧客ãè³Œå ¥éé¡ã®é«ãé ã«äžŠã¹æ¿ããŸãã
ããŒã¿ã®æŽçã«ãããŠæ³šæãã¹ãç¹ã¯ãç°åžžå€ãæ¬ æå€ã®åŠçã§ããäŸãã°ã極端ã«é«é¡ãªè³Œå ¥ããæããã«èª€ã£ãããŒã¿ã¯åæçµæã«å€§ããªåœ±é¿ãäžããå¯èœæ§ããããããé©åã«åŠçããå¿ èŠããããŸãããŸãã顧客IDãéè€ããŠããããè³Œå ¥éé¡ãèšé²ãããŠããªãã£ããããå Žåã¯ãããŒã¿ã®ã¯ãªãŒãã³ã°ãå¿ èŠã§ãã
3-2. 环ç©è³Œå ¥éé¡ã«ãã顧客ã®10åå²
顧客ããŒã¿ã环ç©è³Œå ¥éé¡ã®é«ãé ã«äžŠã¹æ¿ããåŸã顧客ã10çåããŸããåã°ã«ãŒãããã·ã«1ãããã·ã«10ãšåŒã³ããã·ã«1ã环ç©è³Œå ¥éé¡ã®æãé«ãäžäœ10ïŒ ã®é¡§å®¢ããã·ã«10ãæãäœãäžäœ10ïŒ ã®é¡§å®¢ãè¡šããŸããåãã·ã«ã«ã¯ãå šé¡§å®¢æ°ã®10ïŒ ãã€ãå«ãŸããããšã«ãªããŸãã
ãã·ã«ã®åå²æ¹æ³ã«ã¯ã顧客æ°ãåçã«10åå²ããæ¹æ³ãšã环ç©è³Œå ¥éé¡ãåçã«10åå²ããæ¹æ³ã®2ã€ããããŸããåè ã¯åãã·ã«ã®é¡§å®¢æ°ãçãããªããŸããã环ç©è³Œå ¥éé¡ã®ååžã¯äžåçã«ãªãå¯èœæ§ããããŸããäžæ¹ãåŸè ã¯çŽ¯ç©è³Œå ¥éé¡ãåãã·ã«ã§çãããªããŸããã顧客æ°ã¯äžåçã«ãªããŸããåæã®ç®çã«å¿ããŠãé©åãªåå²æ¹æ³ãéžæããå¿ èŠããããŸãã
3-3. åãã·ã«ã«ãããææšã®ç®åºãšè§£é
顧客ã10ã®ãã·ã«ã«åå²ããåŸãåãã·ã«ã«ããã以äžã®ãããªææšãç®åºããŸãã
- è³Œå ¥æ¯çïŒåãã·ã«ã®é¡§å®¢æ°ãå šäœã«å ããå²å
- 売äžé«æ§ææ¯ïŒåãã·ã«ã®çŽ¯ç©è³Œå ¥éé¡ãå šäœã®å£²äžé«ã«å ããå²å
- 1人ãããè³Œå ¥éé¡ïŒåãã·ã«ã®å¹³åè³Œå ¥éé¡
- è³Œå ¥é »åºŠïŒåãã·ã«ã®é¡§å®¢1人ãããã®å¹³åè³Œå ¥åæ°
- 客å䟡ïŒåãã·ã«ã®1åãããã®å¹³åè³Œå ¥éé¡
ãããã®ææšãç®åºããããšã§ãäžäœé¡§å®¢å±€ãšäžäœé¡§å®¢å±€ã®è³Œè²·è¡åã®éããæããã«ããããšãã§ããŸããäŸãã°ãäžäœé¡§å®¢å±€ã§ã¯å£²äžé«æ§ææ¯ãé«ãã1人ãããè³Œå ¥éé¡ãè³Œå ¥é »åºŠãé«ãåŸåããããŸããäžæ¹ãäžäœé¡§å®¢å±€ã§ã¯è³Œå ¥æ¯çãé«ããã®ã®ã売äžé«æ§ææ¯ã¯äœãã1人ãããè³Œå ¥éé¡ãè³Œå ¥é »åºŠãäœãåŸåããããŸãã
åãã·ã«ã®ææšãæ¯èŒåæããããšã§ãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åç¹ãèŠåºãããšãã§ããŸããäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ããã€ã€ã«ãã£ããã°ã©ã ã®å°å ¥ãããŒãœãã©ã€ãºãããååã¬ã³ã¡ã³ããªã©ãéããŠããããªãè³Œå ¥ä¿é²ãå³ãããšãæå¹ã§ããäžæ¹ãäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ãè³Œå ¥é »åºŠã客å䟡ãé«ããããã®æœçãäŸãã°å²åŒã¯ãŒãã³ã®é åžããè³Œå ¥ããããååã©ã€ã³ãããã®æäŸãªã©ãèããããŸãã
以äžããã·ã«åæã®å ·äœçãªæé ãšç®åºæ¹æ³ã§ãããã·ã«åæã掻çšããããšã§ã顧客ã®è³Œè²·è¡åã詳现ã«ç解ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãã§ããŸããç¹ã«WEBåºåæ¥çã«ãããŠã¯ããã·ã«åæãçšããŠåºåå¹æã®é«ã顧客局ãç¹å®ãããã®å±€ã«ããé©ããåºåé ä¿¡ãè¡ãããšãã競äºåã®åŒ·åã«ã€ãªãããŸãã
4. ãã·ã«åæã®çµæã®èªã¿åãæ¹ãšæŽ»çšæ¹æ³
ãã·ã«åæãå®æœããåŸã¯ãåŸãããçµæãæ£ããèªã¿åããããŒã±ãã£ã³ã°æŠç¥ã«æŽ»ããããšãéèŠã§ããããã§ã¯ããã·ã«åæã®çµæããåŸãããç¥èŠãšãããã«åºã¥ãWEBåºåæœçã®æ¹åæ¹æ³ãããã«åæãç¶ç¶çã«å®æœããããšã®æ矩ã«ã€ããŠè§£èª¬ããŸãã
4-1. ãã·ã«åæã®çµæããåŸãããç¥èŠ
ãã·ã«åæã®çµæããã¯ã顧客ã®è³Œè²·è¡åã«é¢ãã以äžã®ãããªç¥èŠãåŸãããŸãã
- äžäœé¡§å®¢å±€ïŒãã·ã«1ã3ïŒã®å£²äžé«æ§ææ¯ãš1人ãããè³Œå ¥éé¡ãé«ãåŸåããã
- äžäœé¡§å®¢å±€ïŒãã·ã«8ã10ïŒã®è³Œå ¥æ¯çã¯é«ããã売äžé«æ§ææ¯ãš1人ãããè³Œå ¥éé¡ã¯äœãåŸåããã
- äžäœé¡§å®¢å±€ïŒãã·ã«4ã7ïŒã¯ãäžäœãšäžäœã®äžéçãªè³Œè²·è¡åã瀺ã
ãããã®ç¥èŠãããäžäœé¡§å®¢å±€ã売äžã®å€§éšåãå ããŠãããããŒã±ãã£ã³ã°æœçã®éç¹ã¿ãŒã²ããã§ããããšãããããŸããäžæ¹ãäžäœé¡§å®¢å±€ã¯è³Œå ¥é »åºŠãéé¡ãé«ããäœå°ããããé©åãªæœçã«ãã£ãŠå£²äžå¢å ãæåŸ ã§ããŸããäžäœé¡§å®¢å±€ã¯ãäžäœé¡§å®¢å±€ãžã®ã¹ãããã¢ãããä¿ãããã®æœçãæå¹ãšèããããŸãã
4-2. ãã·ã«åæã«åºã¥ãWEBåºåæœçã®æ¹å
ãã·ã«åæã®çµæãèžãŸããŠãWEBåºåæœçã以äžã®ããã«æ¹åããããšãã§ããŸãã
- äžäœé¡§å®¢å±€ãžã®ãªããŒã±ãã£ã³ã°åºåã®åŒ·åïŒäžäœé¡§å®¢å±€ã«å¯ŸããŠãããé«åºŠãªããŒãœãã©ã€ãºåºåãé ä¿¡ããè³Œå ¥é »åºŠãšéé¡ã®åäžãå³ãã
- äžäœé¡§å®¢å±€ãžã®éå®çãªãªãã¡ãŒæäŸïŒäžäœé¡§å®¢å±€ã«ã¯ãäžäœé¡§å®¢å±€åãã®ç¹å¥ãªãã¡ãŒïŒéå®ååãå²åŒïŒãæäŸããäžäœé¡§å®¢å±€ãžã®ã¹ãããã¢ãããä¿ãã
- äžäœé¡§å®¢å±€ãžã®ããã¢ãŒã·ã§ã³æœçã®å®æœïŒäžäœé¡§å®¢å±€ã«å¯ŸããŠã¯ãè³Œå ¥ã®ãã£ãããšãªãããã¢ãŒã·ã§ã³ïŒå²åŒã¯ãŒãã³ããã€ã³ãä»äžïŒãå®æœããè³Œå ¥é »åºŠãšéé¡ã®åäžãå³ãã
- 顧客局ããšã®æé©ãªåºåé ä¿¡ãã£ãã«ã®éžæïŒãã·ã«åæã®çµæãããšã«ãå顧客局ã«æãå¹æçãªåºåé ä¿¡ãã£ãã«ïŒãœãŒã·ã£ã«ã¡ãã£ã¢ããã£ã¹ãã¬ã€åºåãªã©ïŒãéžæããã
ãããã®æœçãéããŠã顧客局ããšã«ããŒãœãã©ã€ãºãããåºåäœéšãæäŸããåºåå¹æã®æ倧åãç®æãããšãã§ããŸãããã·ã«åæã®çµæã掻çšããããšã§ãéãããåºåäºç®ãæé©ã«é åããé«ãROIãå®çŸããããšãå¯èœãšãªããŸãã
4-3. ãã·ã«åæãç¶ç¶çã«å®æœããããšã®éèŠæ§
ãã·ã«åæã¯ãäžåºŠå®æœããã°çµããã§ã¯ãªããç¶ç¶çã«å®æœããããšãéèŠã§ããããã¯ä»¥äžã®ãããªçç±ããã§ãã
- 顧客ã®è³Œè²·è¡åã¯åžžã«å€åããŠãããå®æçãªåæãå¿ èŠã§ãã
- ããŒã±ãã£ã³ã°æœçã®å¹æã枬å®ããæ¹åã«ã€ãªããããã«ã¯ãç¶ç¶çãªããŒã¿åæãäžå¯æ¬ ã§ãã
- 競åä»ç€Ÿã®ååãåžå Žç°å¢ã®å€åã«å¯Ÿå¿ããããã«ããåžžã«ææ°ã®é¡§å®¢ããŒã¿ã«åºã¥ãåæãæ±ãããã
ç¶ç¶çãªãã·ã«åæã«ããã顧客ã®è³Œè²·è¡åã®å€åãæããããã«å¿ããããŒã±ãã£ã³ã°æœçã®æé©åãå³ãããšãã§ããŸãããŸããåæçµæãèç©ããããšã§ãé·æçãªé¡§å®¢è¡åã®åŸåãææ¡ããå°æ¥ã®æŠç¥ç«æ¡ã«æŽ»ããããšãå¯èœãšãªããŸããWEBåºåæ¥çã«ãããŠã¯ããã·ã«åæãç¶ç¶çã«å®æœããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ãæšé²ããããšãã競äºåã®ç¶æã»åäžã«äžå¯æ¬ ãšèšããã§ãããã
以äžããã·ã«åæã®çµæã®èªã¿åãæ¹ãšæŽ»çšæ¹æ³ã«ã€ããŠè§£èª¬ããŸããããã·ã«åæã¯ã顧客ã®è³Œè²·è¡åã詳现ã«ç解ããå¹æçãªããŒã±ãã£ã³ã°æœçãç«æ¡ããããã®åŒ·åãªããŒã«ã§ããç¹ã«WEBåºåæ¥çã«ãããŠã¯ããã·ã«åæã掻çšããããšã§ãåºåå¹æã®é«ã顧客局ãç¹å®ãããã®å±€ã«ããé©ããåºåé ä¿¡ãè¡ãããšãã§ããŸãããã·ã«åæãç¶ç¶çã«å®æœããããŒã¿ã«åºã¥ãããŒã±ãã£ã³ã°ãæšé²ããããšãã競äºã®æ¿ããWEBåºåæ¥çã§æåããããã®éµãšãªãã§ãããã
5. ãã·ã«åæã®æ³šæç¹ãšããããééã
ãã·ã«åæã¯ã顧客ã®è³Œè²·è¡åãç解ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããã®åŒ·åãªããŒã«ã§ããããã®äžæ¹ã§ãåæçµæã®è§£éã掻çšã«ãããŠæ³šæãã¹ãç¹ããããŸããããã§ã¯ããã·ã«åæã®éçãšé©çšç¯å²ãåæçµæã誀ã£ãŠè§£éããŠããŸãã±ãŒã¹ããããŠåæãå®æœããéã®æ³šæç¹ã«ã€ããŠè§£èª¬ããŸãã
5-1. ãã·ã«åæã®éçãšé©çšç¯å²
ãã·ã«åæã¯ã顧客ã®è³Œè²·è¡åã詳现ã«åæããããã®æå¹ãªææ³ã§ããã以äžã®ãããªéçãããããšãç解ããŠããå¿ èŠããããŸãã
- åæçµæã¯éå»ã®ããŒã¿ã«åºã¥ããã®ã§ãããå°æ¥ã®è³Œè²·è¡åãä¿èšŒãããã®ã§ã¯ãªã
- 顧客ã®è³Œè²·è¡åã¯ãååããµãŒãã¹ã®ç¹æ§ãåžå Žç°å¢ãªã©ã«ãã£ãŠç°ãªããããäžåŸã«ãã·ã«åæã®çµæãé©çšããããšã¯ã§ããªã
- ãã·ã«åæã§ã¯ãè³Œå ¥éé¡ã®ã¿ã«çç®ããŠããã顧客ã®ãã€ã€ã«ãã£ãæºè¶³åºŠãªã©ã®å®æ§çãªèŠå ã¯èæ ®ãããŠããªã
ãã·ã«åæã®çµæã掻çšããéã¯ããããã®éçãèžãŸããä»ã®åæææ³ãå®æ§çãªé¡§å®¢æ å ±ãšçµã¿åãããŠãç·åçã«å€æããããšãéèŠã§ãããŸããåæçµæã¯ãããŸã§ãç¹å®ã®æéã»æ¡ä»¶äžã§ã®é¡§å®¢ã®è³Œè²·è¡åãè¡šããã®ã§ãããç¶æ³ã®å€åã«å¿ããŠå®æçã«åæãå®æœããæŠç¥ã®èŠçŽããè¡ãå¿ èŠããããŸãã
5-2. ãã·ã«åæã誀ã£ãŠè§£éããŠããŸãã±ãŒã¹
ãã·ã«åæã®çµæã誀ã£ãŠè§£éããŠããŸãããšã§ãå¹æçãªããŒã±ãã£ã³ã°æœçãç«æ¡ã§ããªãããããã¯éå¹æãšãªãæœçãå®æœããŠããŸãå¯èœæ§ããããŸãã以äžã¯ããããã誀ã£ã解éã®äŸã§ãã
- äžäœé¡§å®¢å±€ã軜èŠããïŒäžäœé¡§å®¢å±€ã®è³Œå ¥éé¡ã¯äœããã®ã®ãè³Œå ¥æ¯çã¯é«ããããé©åãªæœçã«ãã£ãŠå£²äžå¢å ãæåŸ ã§ãããäžäœé¡§å®¢å±€ãç¡èŠããããšã¯ãæœåšçãªåçæ©äŒãèŠéãããšã«ãªãã
- äžäœé¡§å®¢å±€ã«ã®ã¿æ³šåããïŒäžäœé¡§å®¢å±€ã¯å£²äžã®å€§éšåãå ããŠãããããéèŠãªé¡§å®¢å±€ã§ã¯ããããäžäœã»äžäœé¡§å®¢å±€ãžã®ã¢ãããŒããæ ããšãé·æçãªå£²äžæé·ãèŠèŸŒããªããªãã
- çæçãªå£²äžå¢å ã®ã¿ãéèŠããïŒãã·ã«åæã®çµæãããšã«ãçæçãªå£²äžå¢å ã®ã¿ãç®çãšããæœçãå®æœãããšã顧客ã®ãã€ã€ã«ãã£ãç涯䟡å€ãæãªãå¯èœæ§ããããé·æçãªèŠç¹ã«ç«ã£ãããŒã±ãã£ã³ã°æŠç¥ãå¿ èŠã§ããã
ãããã®èª€ã£ã解éãé¿ããããã«ã¯ããã·ã«åæã®çµæãå€è§çã«æ€èšããçæçã»é·æçãªèŠç¹ããããŒã±ãã£ã³ã°æœçãç«æ¡ããããšãéèŠã§ãããŸããåæçµæã ãã«é Œãã®ã§ã¯ãªããçŸå Žã®å¶æ¥æ åœè ãã«ã¹ã¿ããŒãµããŒãããã®æ å ±ãªã©ã掻çšããŠã顧客ç解ãæ·±ããå¿ èŠããããŸãã
5-3. ãã·ã«åæãå®æœããéã®æ³šæç¹
ãã·ã«åæãå®æœããéã¯ã以äžã®ãããªç¹ã«æ³šæãå¿ èŠã§ãã
- åæ察象æéã®èšå®ïŒåæ察象æéãçããããšãäžæçãªè³Œè²·è¡åã®å€åã«åœ±é¿ããããããé·ããããšã顧客ã®è¡åå€åãæãã«ãããªããéåžžã¯1幎éçšåºŠã®æéãèšå®ããããšãå€ãã
- ããŒã¿ã®å質管çïŒåæã«äœ¿çšããããŒã¿ã«ç°åžžå€ãæ¬ æå€ãå«ãŸããŠãããšãåæçµæãæªããããå¯èœæ§ããããããŒã¿ã®ã¯ãªãŒãã³ã°ãšå質管çãäžå¯æ¬ ã§ããã
- å€éšèŠå ã®èæ ®ïŒçµæžç¶æ³ã競åä»ç€Ÿã®ååãªã©ãå€éšèŠå ã顧客ã®è³Œè²·è¡åã«åœ±é¿ãäžããå Žåãããããã·ã«åæã®çµæã解éããéã¯ããããã®å€éšèŠå ãèæ ®ã«å ¥ããå¿ èŠãããã
- åæçµæã®å®æçãªæŽæ°ïŒé¡§å®¢ã®è³Œè²·è¡åã¯åžžã«å€åããŠãããããå®æçã«ãã·ã«åæãå®æœããçµæãæŽæ°ããããšãéèŠã§ãããç°å¢å€åã«å¯Ÿå¿ããæœçã®æé©åãå¯èœãšãªãã
ãããã®æ³šæç¹ãèžãŸãã€ã€ããã·ã«åæãé©åã«å®æœããåŸãããç¥èŠãããŒã±ãã£ã³ã°æŠç¥ã«åæ ãããããšããWEBåºåæ¥çã§æåããããã®éµãšãªããŸãããã·ã«åæã¯ã顧客ç解ãšããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ãæšé²ããããã®åŒ·åãªããŒã«ã§ããããã®å¹æãæ倧éã«åŒãåºãããã«ã¯ãåæææ³ã®éçãç解ããé©åãªæŽ»çšæ¹æ³ãå¿ãããå¿ èŠãããã®ã§ãã
6. WEBåºåæ¥çã§ã®ãã·ã«åæ掻çšã®ãŸãšã
6-1. ãã·ã«åæãWEBåºåæ¥çã«äžããã€ã³ãã¯ã
ãã·ã«åæã¯ãWEBåºåæ¥çã«ãããŠã顧客ã®è³Œè²·è¡åã詳现ã«ç解ããå¹æçãªåºåæŠç¥ãç«æ¡ããããã®åŒ·åãªããŒã«ãšããŠæ³šç®ãããŠããŸãããã®åæææ³ã掻çšããããšã§ãåºåäž»ã¯èªç€Ÿã®é¡§å®¢åºç€ãæ確ã«ææ¡ãã売äžã«è²¢ç®åºŠã®é«ãäžäœé¡§å®¢å±€ã«é©ããåºåé ä¿¡ãè¡ãããšãã§ããŸãããã®çµæãåºåè²»çšå¯Ÿå¹æïŒROASïŒã®åäžã顧客ç涯䟡å€ïŒCLVïŒã®æ倧åãæåŸ ã§ããŸãã
ãŸãããã·ã«åæã¯ãWEBåºåæ¥çã«ãããããŒãœãã©ã€ãºãåºåã®å®çŸã«å€§ããè²¢ç®ããŸããäžäœé¡§å®¢å±€ã®ç¹åŸŽãå奜ãææ¡ããããšã§ãããã¿ãŒã²ãã£ã³ã°ã®ç²ŸåºŠãé«ããããŒãœãã©ã€ãºãããåºåé ä¿¡ãå¯èœãšãªããŸããããã¯ãåºåäž»ã«ãšã£ãŠãããå¹æçãªåºåæè³ãå®çŸããããã®ã«ã®ãšãªããŸãã
äžæ¹ããã·ã«åæã¯ãWEBåºåæ¥çã«ãããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ã®éèŠæ§ãåèªèããããã®ã§ããããŸããåºåå¹æã®æž¬å®ãæ¹åã®ããã«ã¯ãç¶ç¶çãªããŒã¿åæãšãããã«åºã¥ãæœçã®æé©åãäžå¯æ¬ ã§ãããã·ã«åæã¯ããã®éçšã«ãããŠãéèŠãªåœ¹å²ãæããããšã«ãªãã§ãããã
6-2. ãã·ã«åæã掻çšããWEBåºåã®å°æ¥å±æ
ãã·ã«åæã¯ãä»åŸã®WEBåºåæ¥çã«ãããŠããããªãéèŠæ§ãå¢ããŠãããšäºæ³ãããŸããAIæè¡ã®é²æ©ã«äŒŽãã顧客ããŒã¿ã®åæãšæŽ»çšãããé«åºŠåã»èªååãããããšã§ããã·ã«åæã®å®æœããã容æã«ãªããšèããããŸãããŸãããªã¢ã«ã¿ã€ã ããŒã¿åŠçæè¡ã®åäžã«ãããããã¿ã€ã ãªãŒãªé¡§å®¢ç解ãšåºåæœçã®æé©åãå¯èœãšãªãã§ãããã
ããã«ããã·ã«åæã¯ãWEBåºåæ¥çã«ããããªã ããã£ãã«ããŒã±ãã£ã³ã°ã®å®çŸã«ãè²¢ç®ãããšæåŸ ãããŸãããªã³ã©ã€ã³ãšãªãã©ã€ã³ã®é¡§å®¢ããŒã¿ãçµ±åãããã·ã«åæãé©çšããããšã§ã顧客ã®è³Œè²·è¡åããã£ãã«æšªæçã«ç解ããããšãã§ããŸããããã«ãããWEBåºåãšãªãã©ã€ã³åºåãé£æºããããã·ãŒã ã¬ã¹ãªããŒã±ãã£ã³ã°æœçã®ç«æ¡ãå¯èœã«ãªãã§ãããã
ãŸãããã·ã«åæã¯ãWEBåºåæ¥çã«ãããã«ã¹ã¿ããŒãšã³ã²ãŒãžã¡ã³ãã®åäžã«ãå¯äžãããšèããããŸããäžäœé¡§å®¢å±€ã®ç¹åŸŽãæ·±ãç解ããããšã§ããã顧客ã®ããŒãºã«åèŽããåºåã³ã³ãã³ããäœéšãæäŸããããšãã§ããŸããããã¯ã顧客ãšã®ãã匷åºãªé¢ä¿æ§ã®æ§ç¯ã«ã€ãªãããé·æçãªé¡§å®¢ãã€ã€ã«ãã£ã®åäžãæåŸ ã§ããŸãã
6-3. WEBåºåæ åœè ããã·ã«åæãåŠã¶æ矩
WEBåºåæ¥çã§åãæ åœè ã«ãšã£ãŠããã·ã«åæãåŠã¶ããšã¯ã以äžã®ãããªæ矩ããããŸãã
- ããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ã®å®è·µïŒãã·ã«åæãç解ãã掻çšããããšã§ãããŒã¿ã«åºã¥ãææ決å®ãšæœçã®æé©åãå¯èœãšãªãã
- 顧客ç解ã®æ·±åïŒãã·ã«åæãéããŠã顧客ã®è³Œè²·è¡åã詳现ã«ææ¡ããããšã§ãããã¿ãŒã²ããã«é©ããåºåæŠç¥ãç«æ¡ã§ããã
- ROASã®åäžïŒãã·ã«åæã®çµæã掻çšããåºåäºç®ã®æé©é åãè¡ãããšã§ãé«ãROASãå®çŸããããšãã§ããã
- ãã£ãªã¢ã¢ããïŒãã·ã«åæã®ã¹ãã«ã身ã«ã€ããããšã§ãããŒã¿åæã«åŒ·ãããŒã±ã¿ãŒãšããŠã®ãã£ãªã¢ã¢ãããæåŸ ã§ããã
WEBåºåæ¥çã§ç«¶äºåãç¶æã»åäžããããã«ã¯ããã·ã«åæãã¯ãããšããããŒã¿åæã¹ãã«ãäžå¯æ¬ ã§ãããã·ã«åæãåŠã³ãå®è·µããããšã§ãããå¹æçãªWEBåºåæœçãç«æ¡ã»å®è¡ããåºåäž»ã®ããžãã¹æé·ã«è²¢ç®ããããšãã§ããã§ãããããŸããããŒã¿åæã®ã¹ãã«ã¯ãä»åŸã®ãã£ãªã¢åœ¢æã«ãããŠã倧ããªåŒ·ã¿ãšãªããŸãã
以äžãWEBåºåæ¥çã§ã®ãã·ã«åæ掻çšã«ã€ããŠããã®ã€ã³ãã¯ããå°æ¥å±æãæ åœè ãåŠã¶æ矩ãäžå¿ã«è§£èª¬ããŸããããã·ã«åæã¯ã顧客ã®è³Œè²·è¡åãæ·±ãç解ããå¹æçãªåºåæŠç¥ãç«æ¡ããããã®åŒ·åãªããŒã«ã§ãããWEBåºåæ¥çã«ãããŠæ¬ ãããªãååšãšãªã£ãŠããŸãããã·ã«åæãé©åã«æŽ»çšããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ãæšé²ããããšããWEBåºåæ¥çã§æåããããã®éµãšãªãã§ãããã
ãŸãšã
ãã·ã«åæã¯ãWEBåºåæ¥çã«ãããŠå¹æçãªåºåæŠç¥ãç«æ¡ããããã®éèŠãªããŒã«ã§ãã顧客ã环ç©è³Œå ¥éé¡é ã«10åå²ããåãã·ã«ã®è³Œè²·è¡åãåæããããšã§ã売äžã«è²¢ç®åºŠã®é«ãäžäœé¡§å®¢å±€ãšäžäœé¡§å®¢å±€ã®ç¹åŸŽãæããã«ã§ããŸãããã®åæçµæã掻çšããäžäœé¡§å®¢å±€ã«ããé©ããåºåé ä¿¡ãè¡ã£ãããäžäœé¡§å®¢å±€ã®è³Œå ¥é »åºŠãéé¡ãé«ããããã®æœçãæ€èšãããããããšã§ãåºåè²»çšå¯Ÿå¹æã®åäžãæåŸ ã§ããŸãã
ãã·ã«åæãå®æœããã«ã¯ã顧客ããŒã¿ã®åéãšæŽçã环ç©è³Œå ¥éé¡ã«ãã顧客ã®10åå²ãåãã·ã«ã«ãããææšã®ç®åºãšè§£éãšããäžé£ã®æé ãå¿ èŠã§ããåæçµæãæ£ããèªã¿åããããŒã±ãã£ã³ã°æŠç¥ã«åæ ãããããšãéèŠã§ãããç¶ç¶çãªåæã®å®æœãæ±ããããŸããäžæ¹ã§ãåæã®éçã誀ã£ã解éã«æ³šæãå¿ èŠã§ãããä»ã®åæææ³ãå®æ§çãªé¡§å®¢æ å ±ãšçµã¿åãããŠç·åçã«å€æããããšãæ±ããããŸãã
ãã·ã«åæã¯ãWEBåºåæ¥çã«ãããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ã®éèŠæ§ãåèªèããããã®ã§ãããä»åŸãããªãéèŠæ§ãå¢ããŠãããšäºæ³ãããŸããWEBåºåæ åœè ããã·ã«åæãåŠã¶ããšã¯ãå¹æçãªåºåæœçã®ç«æ¡ã»å®è¡ãšããã£ãªã¢åœ¢æã«ãããŠå€§ããªæ矩ããããŸãããã·ã«åæãé©åã«æŽ»çšããããŒã¿ã«åºã¥ãããŒã±ãã£ã³ã°ãæšé²ããããšããWEBåºåæ¥çã§æåããããã®éµãšãªãã§ãããã