æä¿æ¥çã§ã¯ãã€ã³ã¿ãŒãããåºåã®éèŠæ§ãé«ãŸã£ãŠããŸããåŸæ¥ã®å¯Ÿé¢å¶æ¥äžå¿ã®å¶æ¥ã¹ã¿ã€ã«ãããããžã¿ã«ã·ãããé²ãäžã§ãæä¿äŒç€Ÿã«ãšã£ãŠãã€ã³ã¿ãŒãããäžã§ã®ååšæãé«ããæœåšé¡§å®¢ã«ã¢ãããŒãããããšãäžå¯æ¬ ãšãªã£ãŠããŸããããããã€ã³ã¿ãŒãããåºåã®çš®é¡ãç¹åŸŽãå¹æçãªæŽ»çšæ¹æ³ã«ã€ããŠååãªç¥èããªãããã«ãæããããªææãäžããããŠããªãäŒæ¥ãå°ãªããããŸããã
æ¬èšäºã§ã¯ãæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšã«ã€ããŠãåå¿è åãã«åããããã解説ããŸããæ€çŽ¢é£åååºåããã£ã¹ãã¬ã€åºåããœãŒã·ã£ã«ã¡ãã£ã¢åºåãªã©ãäž»èŠãªåºåææ³ã®ç¹åŸŽãšæŽ»çšã®ãã€ã³ãã玹ä»ãããšãšãã«ãã¿ãŒã²ãã顧客ã®æ確åãåºåäºç®ã®é©åãªç®¡çãã©ã³ãã£ã³ã°ããŒãžã®æé©åãšãã£ãå¹æçãªéçšã®ã³ãã«ã€ããŠã觊ããŸããããã«ãå é²çãªåãçµã¿ãè¡ãæä¿äŒç€Ÿã®äºäŸã亀ããªãããã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãšå°æ¥å±æã«ã€ããŠãèå¯ããŸãã
ããžã¿ã«æ代ãåã¡æãããã«ã¯ãã€ã³ã¿ãŒãããåºåã®æŠç¥çãªæŽ»çšãæ¬ ãããŸãããæ¬èšäºãéããŠãæä¿æ¥çã®çæ§ãã€ã³ã¿ãŒãããåºåã®åºç€ç¥èã身ã«ã€ããèªç€Ÿã®åºåæŠç¥ã®åŒ·åã«åœ¹ç«ãŠãŠããã ããã°å¹žãã§ããããžã¿ã«ããŒã±ãã£ã³ã°ã®åãæ倧éã«åŒãåºãã顧客ç²åŸãšå£²äžåäžã«ã€ãªããŠãããŸãããã
ã¯ããã«: æä¿æ¥ãšã€ã³ã¿ãŒãããåºåã®é¢ä¿
æä¿æ¥çã®çŸç¶ãšã€ã³ã¿ãŒãããåºåã®éèŠæ§
æ害ä¿éºæ¥çã¯ãè¿å¹Žãããžã¿ã«åãæ¥éã«é²ãã§ãããã€ã³ã¿ãŒãããåºåã®éèŠæ§ãé«ãŸã£ãŠããŸããæ¶è²»è ã®ä¿éºååã«å¯Ÿããæ å ±åéã®æ¹æ³ããåŸæ¥ã®å¯Ÿé¢å¶æ¥ãããªã³ã©ã€ã³ãžãšã·ãããã€ã€ãããããæä¿äŒç€Ÿã«ãšã£ãŠã€ã³ã¿ãŒãããäžã§ã®ååšæãé«ããããšãæ¬ ãããªããªã£ãŠããŸãããŸãã競åä»ç€Ÿãšã®å·®å¥åãå³ãäžã§ããå¹æçãªã€ã³ã¿ãŒãããåºåæŠç¥ãç«ãŠãããšãæ±ããããŠããŸãã
ã€ã³ã¿ãŒãããåºåãããããã¡ãªãã
æä¿æ¥çãã€ã³ã¿ãŒãããåºåã掻çšããããšã§ã以äžã®ãããªã¡ãªãããæåŸ ã§ããŸãã
- æœåšé¡§å®¢ãžã®ãªãŒãæ¡å€§: ã€ã³ã¿ãŒãããåºåã«ããããããŸã§å¯Ÿé¢å¶æ¥ã§ã¯æ¥ç¹ãæã¡ã¥ããã£ãå±€ã«ãã¢ãããŒãã§ããŸãã
- è²»çšå¯Ÿå¹æã®é«ã: åŸæ¥ã®åºåææ³ã«æ¯ã¹ãã€ã³ã¿ãŒãããåºåã¯è²»çšå¯Ÿå¹æãé«ããå°ãªãäºç®ã§å€§ããªå¹æãåŸãããå¯èœæ§ããããŸãã
- ããŒã¿ã«åºã¥ãããŒã±ãã£ã³ã°: ã€ã³ã¿ãŒãããåºåã§ã¯ã詳现ãªé¡§å®¢ããŒã¿ãåéã»åæããããšãã§ããããŒã¿ã«åºã¥ããããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããŸãã
- ãã©ã³ãèªç¥åºŠã®åäž: é©åãªã€ã³ã¿ãŒãããåºåãå±éããããšã§ãæä¿äŒç€Ÿã®ãã©ã³ãèªç¥åºŠãå¹æçã«é«ããããŸãã
æ¬èšäºã®ç®çãšå¯Ÿè±¡èªè
æ¬èšäºã§ã¯ãæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšæ¹æ³ã«ã€ããŠãåå¿è åãã«ãããããã解説ããããšãç®çãšããŠããŸãã察象èªè ã¯ã以äžã®ãããªæ¹ãæ³å®ããŠããŸãã
察象èªè | 説æ |
---|---|
æä¿äŒç€Ÿã®ããŒã±ãã£ã³ã°æ åœè | ã€ã³ã¿ãŒãããåºåã®åºç€ç¥èã身ã«ã€ããå¹æçãªåºåæŠç¥ãç«ãŠããæ¹ |
ä¿éºä»£çåºã®çµå¶è ã»åŸæ¥å¡ | èªç€Ÿã®ä¿éºååãã€ã³ã¿ãŒãããäžã§å¹æçã«PRãããæ¹ |
ä¿éºæ¥çã«èå³ã®ããããžãã¹ããŒãœã³ | æä¿æ¥çã®ããžã¿ã«åã®çŸç¶ãšãã€ã³ã¿ãŒãããåºåã®åœ¹å²ã«ã€ããŠç解ãæ·±ãããæ¹ |
æ¬èšäºãéããŠãæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®éèŠæ§ãšããã®æŽ»çšæ¹æ³ã«ã€ããŠç解ãæ·±ããŠããã ããã°å¹žãã§ããããããã®æä¿æ¥çã§æåããããã«ã¯ãã€ã³ã¿ãŒãããåºåã®ç¥èãäžå¯æ¬ ã§ãããã²æ¬èšäºãåèã«ãèªç€Ÿã®ã€ã³ã¿ãŒãããåºåæŠç¥ãèŠçŽããŠã¿ãŠãã ããã
æä¿æ¥ã«ãããã€ã³ã¿ãŒãããåºåã®çš®é¡ãšç¹åŸŽ
æ害ä¿éºæ¥çã§ã¯ãã€ã³ã¿ãŒãããåºåã掻çšããããšã§ãæœåšé¡§å®¢ãžã®ã¢ãããŒããè²»çšå¯Ÿå¹æã®é«ãããŒã±ãã£ã³ã°ãå¯èœãšãªããŸããããã§ã¯ãæä¿æ¥çã§äž»ã«çšããããã€ã³ã¿ãŒãããåºåã®çš®é¡ãšç¹åŸŽã«ã€ããŠè§£èª¬ããŸãã
æ€çŽ¢é£åååºå(ãªã¹ãã£ã³ã°åºå)ã®æŠèŠãšå©ç¹
æ€çŽ¢é£åååºåã¯ãGoogleãYahooãªã©ã®æ€çŽ¢ãšã³ãžã³ã§ç¹å®ã®ããŒã¯ãŒããæ€çŽ¢ããéã«ãæ€çŽ¢çµæããŒãžã«è¡šç€ºãããåºåã§ãããŠãŒã¶ãŒãä¿éºã«é¢é£ããããŒã¯ãŒããæ€çŽ¢ããéã«ãèªç€Ÿã®åºåã衚瀺ãããããšã§ãé«ãé¢å¿ãæã€æœåšé¡§å®¢ã«ã¢ãããŒãã§ããŸãããŸããã¯ãªãã¯èª²éåã®åºåã§ãããããåºåè²»çšãå¹æçã«ç®¡çããããšãå¯èœã§ãã
æ€çŽ¢é£åååºåã®å©ç¹ã¯ä»¥äžã®éãã§ãã
- ä¿éºã«é¢å¿ã®ãããŠãŒã¶ãŒã«çŽæ¥ã¢ãããŒãã§ãã
- åºåã®è¡šç€ºé äœãã¯ãªãã¯å䟡ã調æŽããããšã§ãè²»çšå¯Ÿå¹æãæé©åã§ãã
- æ€çŽ¢ããŒã¯ãŒãã«åãããŠåºåæãæé©åããããšã§ãé«ãåºåå¹æãæåŸ ã§ãã
ãã£ã¹ãã¬ã€åºåã®çš®é¡ãšæŽ»çšæ¹æ³
ãã£ã¹ãã¬ã€åºåã¯ãWebãµã€ããã¢ããªäžã«è¡šç€ºããããããŒåºåãããã¹ãåºåã®ããšãæããŸããå€æ§ãªåºåãã©ãŒããããããããŠãŒã¶ãŒã®å±æ§ãèå³é¢å¿ã«åãããŠåºåãé ä¿¡ã§ããããããã©ã³ãèªç¥åºŠã®åäžãååãžã®é¢å¿åèµ·ã«å¹æçã§ãã
ãã£ã¹ãã¬ã€åºåã®äž»ãªçš®é¡ãšæŽ»çšæ¹æ³ã¯ä»¥äžã®éãã§ãã
çš®é¡ | 掻çšæ¹æ³ |
---|---|
ãããŒåºå | èŠèŠçã«ã¢ããŒã«ããããšã§ããã©ã³ãèªç¥åºŠã®åäžãååãžã®èå³åèµ·ã«åœ¹ç«ã€ |
ããã¹ãåºå | ååã®ç¹åŸŽãå©ç¹ã端çã«äŒããããšã§ããŠãŒã¶ãŒã®é¢å¿ãåŒãä»ãã |
ãªã¿ãŒã²ãã£ã³ã°åºå | èªç€Ÿãµã€ãã蚪åãããŠãŒã¶ãŒã«å¯ŸããŠãå床åºåã衚瀺ããããšã§ãè³Œå ¥æ欲ãé«ãã |
ãã€ãã£ãåºå | èšäºãã³ã³ãã³ãã«æº¶ã蟌ãã 圢ã§èªç¶ã«ååãPRã§ãã |
ãœãŒã·ã£ã«ã¡ãã£ã¢åºåã®ç¹åŸŽãšæ³šæç¹
ãœãŒã·ã£ã«ã¡ãã£ã¢åºåã¯ãFacebookãTwitterãInstagramãªã©ã®SNSäžã§å±éãããåºåã§ãããŠãŒã¶ãŒã®å±æ§ãè¡åå±¥æŽã«åºã¥ããŠã詳现ãªã¿ãŒã²ãã£ã³ã°ãå¯èœãªãããèªç€Ÿã®ååã«é¢å¿ãæã€å¯èœæ§ã®é«ããŠãŒã¶ãŒã«ã¢ãããŒãã§ããŸãããŸããåºåãã·ã§ã¢ããŠãããããšã§ãå£ã³ãå¹æãæåŸ ã§ããŸãã
ãã ãããœãŒã·ã£ã«ã¡ãã£ã¢åºåã掻çšããéã¯ã以äžã®ç¹ã«æ³šæãå¿ èŠã§ãã
- ãã©ãããã©ãŒã ããšã«ããŠãŒã¶ãŒã®ç¹æ§ãå©çšç®çãç°ãªããããåºåå 容ãæé©åããå¿ èŠããã
- çäžãªã¹ã¯ãé¿ãããããæçš¿å 容ããŠãŒã¶ãŒãšã®ã³ãã¥ãã±ãŒã·ã§ã³ã«çŽ°å¿ã®æ³šæãæã
- ãœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã®åºåè¡šç€ºé »åºŠãé«ããªããããªããããé ä¿¡èšå®ãé©åã«èª¿æŽãã
æä¿æ¥çãã€ã³ã¿ãŒãããåºåã«åãçµãéã¯ãååºåææ³ã®ç¹åŸŽãç解ããèªç€Ÿã®ååãç®çã«åãããŠé©åã«æŽ»çšããããšãéèŠã§ããæ€çŽ¢é£åååºåããã£ã¹ãã¬ã€åºåããœãŒã·ã£ã«ã¡ãã£ã¢åºåãæŠç¥çã«çµã¿åãããããšã§ãããé«ãåºåå¹æãåŸãããšãã§ããã§ãããã
æ¬¡ç« ã§ã¯ãã€ã³ã¿ãŒãããåºåãå¹æçã«éçšããããã®ãã€ã³ãã«ã€ããŠè§£èª¬ããŸããæä¿æ¥çã®çæ§ã«ã¯ãæ¬ç« ã§çŽ¹ä»ããåºåææ³ã®ç¹åŸŽãèžãŸããèªç€Ÿã«é©ããåºåæŠç¥ãç«ãŠãŠããã ããã°ãšæããŸããã€ã³ã¿ãŒãããåºåã®åãæ倧éã«æŽ»çšãã顧客ç²åŸã売äžåäžã«åœ¹ç«ãŠãŠãã ããã
ã€ã³ã¿ãŒãããåºåãå¹æçã«æŽ»çšããããã®ãã€ã³ã
æä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšã¯ã顧客ç²åŸããã©ã³ãèªç¥åºŠåäžã«å€§ããªåœ¹å²ãæãããŸããããã§ã¯ãã€ã³ã¿ãŒãããåºåãå¹æçã«éçšããããã®éèŠãªãã€ã³ãã«ã€ããŠè§£èª¬ããŸãã
ã¿ãŒã²ãã顧客ã®æ確åãšãã«ãœãèšå®
ã€ã³ã¿ãŒãããåºåãæåãããããã«ã¯ããŸãã¿ãŒã²ãã顧客ãæ確ã«å®çŸ©ãããã«ãœããèšå®ããããšãäžå¯æ¬ ã§ãã幎霢ãæ§å¥ãè·æ¥ã趣å³ãé¢å¿äºé ãªã©ã®æ å ±ã詳现ã«åæããåºåå 容ãé ä¿¡å ãæé©åããããšã§ãããé«ãåºåå¹æãæåŸ ã§ããŸãã
ãã«ãœãèšå®ã®éã¯ã以äžã®ç¹ã«çæããŸãããã
- çŸåšã®é¡§å®¢ããŒã¿ãåžå Žèª¿æ»çµæã掻çšããçŸå®çãªãã«ãœããèšå®ãã
- ãã«ãœãããšã«ãæ±ããä¿éºååãæ å ±ã®ããŒãºãæ確ã«ãã
- ãã«ãœãã®è³Œè²·è¡åãææ決å®ããã»ã¹ã詳现ã«åæãã
åºåäºç®ã®é©åãªç®¡çãšé å
ã€ã³ã¿ãŒãããåºåã§ã¯ãåºåäºç®ã®é©åãªç®¡çãšé åãéåžžã«éèŠã§ããååºåææ³ã®ç¹åŸŽãç®çãç解ããäžã§ãäºç®ãæŠç¥çã«é åããããšãæ±ããããŸãããŸããåºåã®éçšç¶æ³ãå®æçã«ã¢ãã¿ãªã³ã°ããå¿ èŠã«å¿ããŠäºç®é åã調æŽããããšã倧åã§ãã
åºåäºç®ã®ç®¡çãšé åã®éã¯ã以äžã®ç¹ãèæ ®ããŸãããã
- åºåææ³ããšã«ãç²åŸç®æšãäºç®äžéãèšå®ãã
- åæã¯å°é¡ããå§ããåŸã ã«äºç®ãå¢ãããŠãã
- åºåã®å¹æãå®æçã«åæããäºç®é åãæé©åãã
- ç¡é§ãªåºåè²»çšãåæžããããã«ãåºåã®è¡šç€ºåæ°ãé ä¿¡å ãé©åã«å¶éãã
ã©ã³ãã£ã³ã°ããŒãžã®æé©åãšã³ã³ããŒãžã§ã³çã®æ¹å
ã€ã³ã¿ãŒãããåºåã®å¹æãæ倧éã«åŒãåºãããã«ã¯ãåºåãã¯ãªãã¯ããåŸã®ã©ã³ãã£ã³ã°ããŒãžã®æé©åãæ¬ ãããŸããããŠãŒã¶ãŒãæ±ããæ å ±ãåãããããæäŸããã³ã³ããŒãžã§ã³ïŒè³æè«æ±ãç³èŸŒãªã©ïŒã«å°ã工倫ãå¿ èŠã§ãã
ã©ã³ãã£ã³ã°ããŒãžã®æé©åãšã³ã³ããŒãžã§ã³çã®æ¹åã«ã¯ã以äžã®æœçãæå¹ã§ãã
æœç | å 容 |
---|---|
èŠåºããæç« ã®æé©å | åºåå 容ãšé£åããé åçãªèŠåºããããŠãŒã¶ãŒã®ããŒãºã«åããã説åŸåã®ããæç« ãäœæãã |
ããžã¥ã¢ã«ã®æŽ»çš | ååã®ç¹åŸŽãå©ç¹ãèŠèŠçã«èšŽæ±ããããã«ãç»åãåç»ãå¹æçã«äœ¿çšãã |
åãåãããã©ãŒã ã®æé©å | å ¥åé ç®ãå¿ èŠæå°éã«çµãããŠãŒã¶ãŒã®å¿ççããŒãã«ãäžãã |
ã¢ãã€ã«å¯Ÿå¿ã®åŸ¹åº | ã¹ããŒããã©ã³ãã¿ãã¬ããã§ãèŠãããæäœãããããã¶ã€ã³ã«ä»äžãã |
A/Bãã¹ãã®å®æœ | ã©ã³ãã£ã³ã°ããŒãžã®ãã¶ã€ã³ãæç« ãè€æ°ãã¿ãŒã³çšæããããé«ãå¹æãåŸãããçµã¿åãããèŠã€ãã |
æä¿æ¥çãã€ã³ã¿ãŒãããåºåã«åãçµãéã¯ãã¿ãŒã²ãã顧客ã®æ確åãåºåäºç®ã®é©åãªç®¡çãã©ã³ãã£ã³ã°ããŒãžã®æé©åãšãã3ã€ã®èŠç¹ãæã€ããšãéèŠã§ãããããã®ãã€ã³ããæŒãããããšã§ãã€ã³ã¿ãŒãããåºåã®å¹æãæ倧éã«åŒãåºãããšãã§ããã§ãããã
æ¬èšäºã§è§£èª¬ãããã€ã³ããåèã«ãèªç€Ÿã®ã€ã³ã¿ãŒãããåºåæŠç¥ãèŠçŽããŠã¿ãŠãã ãããæä¿æ¥çã®ç«¶äºãæ¿åããäžãã€ã³ã¿ãŒãããåºåã®æŠç¥çãªæŽ»çšãã顧客ç²åŸã売äžåäžã®éµãæ¡ã£ãŠããŸããã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãæ倧éã«åŒãåºããããžãã¹ã®æé·ã«åœ¹ç«ãŠãŠãã ããã
æä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æåäºäŸ
æ害ä¿éºæ¥çã§ã¯ãããžã¿ã«åã®æ³¢ã«ä¹ããã€ã³ã¿ãŒãããåºåãç©æ¥µçã«æŽ»çšããããšã§ãæ°èŠé¡§å®¢ã®ç²åŸããã©ã³ãèªç¥åºŠã®åäžã«æåããŠããäŒæ¥ãå¢ããŠããŸããããã§ã¯ãæä¿æ¥çã«ããã代衚çãªã€ã³ã¿ãŒãããåºåã®æåäºäŸã3ã€çŽ¹ä»ããŸãã
A瀟ã®æ€çŽ¢é£åååºåãçšããæ°èŠé¡§å®¢ç²åŸæŠç¥
A瀟ã¯ãæ€çŽ¢é£åååºåã掻çšããä¿éºååã«é¢å¿ã®ããæœåšé¡§å®¢ãå¹æçã«åã蟌ãããšã«æåããŸãããèªåè»ä¿éºãç«çœä¿éºãªã©ã®äž»åååã«é¢é£ããããŒã¯ãŒããéžå®ããåºåæãæé©åããããšã§ãé«ãåºåå¹æãéæããŸããããã®çµæãæ°èŠé¡§å®¢ã®ç²åŸæ°ãå幎æ¯ã§30%å¢å ããå¶æ¥å¹çã倧ããæ¹åããŸããã
A瀟ã®æåã®ãã€ã³ãã¯ã以äžã®éãã§ãã
- ã¿ãŒã²ãã顧客ã®ããŒãºãç確ã«æããããŒã¯ãŒãéžå®
- åºåæã®äœæã«éãã顧客ã®é¢å¿ãåŒãä»ãã工倫ãåããã
- ã©ã³ãã£ã³ã°ããŒãžãæé©åããåãåãããã©ãŒã ãžã®èªå°ã匷åãã
B瀟ã®ãã£ã¹ãã¬ã€åºåã«ãããã©ã³ãèªç¥åºŠåäžæœç
B瀟ã¯ããã£ã¹ãã¬ã€åºåã掻çšããèªç€Ÿãã©ã³ãã®èªç¥åºŠåäžã«åãçµã¿ãŸãããå€æ§ãªåºåãã©ãŒããããçšããŠãã¿ãŒã²ãã顧客ã®å±æ§ã«åãããåºåãé ä¿¡ããããšã§ããã©ã³ããžã®é¢å¿ãé«ããããšã«æåããŸããããã®çµæããã©ã³ãèªç¥åºŠã20%äžæããååã®åãåããæ°ãå€§å¹ ã«å¢å ããŸããã
B瀟ã®æåèŠå ã¯ã以äžã®ç¹ãæããããŸãã
- ã¿ãŒã²ãã顧客ã®å±æ§ãèå³é¢å¿ã«åãããåºåé ä¿¡
- èŠèŠçã«èšŽæ±åã®é«ããããŒåºåã®å¶äœ
- èªç€Ÿãµã€ãã蚪åãããŠãŒã¶ãŒã«å¯Ÿãããªã¿ãŒã²ãã£ã³ã°åºåã®å®æœ
C瀟ã®ãœãŒã·ã£ã«ã¡ãã£ã¢åºåã掻çšãã顧客ãšã³ã²ãŒãžã¡ã³ã匷å
C瀟ã¯ããœãŒã·ã£ã«ã¡ãã£ã¢åºåãéããŠã顧客ãšã®ãšã³ã²ãŒãžã¡ã³ã匷åã«åãçµã¿ãŸãããFacebookãTwitteräžã§ãä¿éºã«é¢ããæçãªæ å ±ãçºä¿¡ãããšãšãã«ããŠãŒã¶ãŒããã®è³ªåãçžè«ã«äžå¯§ã«å¯Ÿå¿ããããšã§ã顧客ãšã®ä¿¡é Œé¢ä¿ãç¯ãããšã«æåããŸããããã®çµæããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã®å£ã³ãå¹æãé«ãŸããæ°èŠé¡§å®¢ã®ç²åŸã«ãã€ãªãããŸããã
C瀟ã®æåã®ãã€ã³ãã¯ã以äžã®éãã§ãã
- ãŠãŒã¶ãŒã®é¢å¿ãåŒãä»ããæçãªã³ã³ãã³ãã®çºä¿¡
- ãŠãŒã¶ãŒããã®è³ªåãçžè«ã«å¯Ÿããè¿ éãã€äžå¯§ãªå¯Ÿå¿
- ãœãŒã·ã£ã«ã¡ãã£ã¢åºåãšãªãŒã¬ããã¯æçš¿ã®å¹æçãªçµã¿åãã
以äžã®3瀟ã®äºäŸãããåããéããæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšã¯ã顧客ç²åŸããã©ã³ãèªç¥åºŠåäžã«å€§ããªå¹æãçºæ®ããŸããå瀟ã®æåäºäŸãåèã«ãèªç€Ÿã«é©ããåºåææ³ãéžæããæŠç¥çã«éçšããããšãéèŠã§ããã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãæ倧éã«åŒãåºãããšã§ãæä¿æ¥çã§ã®ç«¶äºå匷åã«ã€ãªããŠãããŸãããã
ã€ã³ã¿ãŒãããåºåã®å¹æ枬å®ãšæ¹åç
æä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšã¯ã顧客ç²åŸããã©ã³ãèªç¥åºŠåäžã«å€§ããªåœ¹å²ãæãããŸããããããåºåå¹æãæ倧éã«åŒãåºãããã«ã¯ãé©åãªå¹æ枬å®ãšç¶ç¶çãªæ¹åãæ¬ ãããŸãããããã§ã¯ãã€ã³ã¿ãŒãããåºåã®å¹æ枬å®ãšæ¹åçã«ã€ããŠè§£èª¬ããŸãã
äž»èŠãªKPIã®èšå®ãšè¿œè·¡æ¹æ³
ã€ã³ã¿ãŒãããåºåã®å¹æãæ£ç¢ºã«æž¬å®ããããã«ã¯ããŸãäž»èŠãªKPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãèšå®ããå¿ èŠããããŸããæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®äž»èŠãªKPIã«ã¯ã以äžã®ãããªãã®ããããŸãã
- ã¯ãªãã¯çïŒCTRïŒ: åºåãã©ã®çšåºŠã¯ãªãã¯ãããŠãããã瀺ãææš
- ã³ã³ããŒãžã§ã³çïŒCVRïŒ: åºåçµç±ã§è³æè«æ±ãç³èŸŒãªã©ã®è¡åã«è³ã£ãå²å
- 顧客ç²åŸå䟡ïŒCPAïŒ: 1件ã®æ°èŠé¡§å®¢ãç²åŸããããã«èŠããåºåè²»çš
- åºåè²»çšå¯Ÿå¹æïŒROASïŒ: åºåè²»çšã«å¯Ÿãã売äžãå©çã®å²å
ãããã®KPIãé©åã«èšå®ããåºåéçšããŒã«ãåæããŒã«ãçšããŠç¶ç¶çã«è¿œè·¡ããããšãéèŠã§ããäž»èŠãªKPIã®æšç§»ãå®æçã«ã¢ãã¿ãªã³ã°ããããšã§ãåºåå¹æã®ææ¡ãæ¹åç¹ã®çºèŠã«ã€ãªããããšãã§ããŸãã
A/Bãã¹ãã«ããåºåã¯ãªãšã€ãã£ãã®æé©å
åºåå¹æãé«ããããã«ã¯ãåºåã¯ãªãšã€ãã£ãïŒåºåæãç»åãªã©ïŒã®æé©åãæ¬ ãããŸãããA/Bãã¹ããå®æœããããšã§ãããå¹æã®é«ãåºåã¯ãªãšã€ãã£ããèŠã€ãåºãããšãã§ããŸããA/Bãã¹ãã§ã¯ãç°ãªãåºåã¯ãªãšã€ãã£ããçšæããäžå®æéåæã«é ä¿¡ããŸãããã®çµæãæ¯èŒåæããããšã§ãããé«ãããã©ãŒãã³ã¹ãçºæ®ããåºåã¯ãªãšã€ãã£ããç¹å®ã§ããŸãã
A/Bãã¹ããè¡ãéã¯ã以äžã®ç¹ã«çæããŸãããã
- ãã¹ã察象ãæ確ã«èšå®ããïŒèŠåºããç»åãCTA ãªã©ïŒ
- äžåºŠã«å€ãã®èŠçŽ ããã¹ãããã®ã§ã¯ãªãã1ã€ãã€æ€èšŒããŠãã
- ååãªããŒã¿éãåŸããããŸã§ãã¹ããç¶ç¶ãã
- ãã¹ãçµæãåºåéçšã«åæ ããç¶ç¶çãªæ¹åãå³ã
ããŒã¿åæã«åºã¥ãæ¹åãµã€ã¯ã«ã®æ§ç¯
ã€ã³ã¿ãŒãããåºåã®å¹æãç¶ç¶çã«é«ããŠããããã«ã¯ãããŒã¿åæã«åºã¥ãæ¹åãµã€ã¯ã«ãæ§ç¯ããããšãéèŠã§ããåºåéçšããåŸãããããŒã¿ã詳现ã«åæããæ¹åç¹ãèŠã€ãåºãããããåºåéçšã«åæ ãããšããäžé£ã®ããã»ã¹ãç¹°ãè¿ãããšã§ãåºåå¹æãæ倧åããããšãã§ããŸãã
æ¹åãµã€ã¯ã«ãæ§ç¯ããéã¯ã以äžã®ç¹ã«æ³šæããŸãããã
ãã€ã³ã | 説æ |
---|---|
ããŒã¿ã®å¯èŠå | åºåéçšããŒã¿ãããã·ã¥ããŒããªã©ã§å¯èŠåããå¹æã®ææ¡ã容æã«ãã |
仮説ã®èšå®ãšæ€èšŒ | ããŒã¿åæããåŸãããç¥èŠãåºã«ãæ¹åçã®ä»®èª¬ãç«ãŠãå®éã«æ€èšŒãã |
æ¹åæœçã®åªå é äœä»ã | æ¹åæœçã®åªå é äœãæ確ã«ããå¹æã®é«ããã®ããé 次å®è¡ãã |
PDCAãµã€ã¯ã«ã®åŸ¹åº | PlanïŒèšç»ïŒãDoïŒå®è¡ïŒãCheckïŒè©äŸ¡ïŒãActïŒæ¹åïŒã®ãµã€ã¯ã«ãç¹°ãè¿ããç¶ç¶çãªæ¹åãå³ã |
æä¿æ¥çãã€ã³ã¿ãŒãããåºåã掻çšããéã¯ãå¹æ枬å®ãšæ¹åçã«ååãªæ³šæãæãããšãéèŠã§ããäž»èŠãªKPIã®èšå®ãšè¿œè·¡ãA/Bãã¹ãã«ããåºåã¯ãªãšã€ãã£ãã®æé©åãããŒã¿åæã«åºã¥ãæ¹åãµã€ã¯ã«ã®æ§ç¯ãšãã£ãåãçµã¿ãéããŠãã€ã³ã¿ãŒãããåºåã®å¹æãæ倧éã«åŒãåºããŠãããŸãããã
æ¬èšäºã§è§£èª¬ããå 容ãåèã«ãèªç€Ÿã®ã€ã³ã¿ãŒãããåºåéçšãèŠçŽããŠã¿ãŠãã ãããå¹æ枬å®ãšæ¹åçã«æ³šåããããšã§ãæä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãããã«åºããããšãã§ããã¯ãã§ããããžã¿ã«æ代ã®ç«¶äºãåã¡æãããã«ãã€ã³ã¿ãŒãããåºåã®æŠç¥çãªæŽ»çšã«åãçµãã§ãããŸãããã
ãŸãšã: æä¿æ¥ã«ãããã€ã³ã¿ãŒãããåºå掻çšã®å°æ¥å±æ
ã€ã³ã¿ãŒãããåºåã®éèŠæ§ã®å確èª
æä¿æ¥çã«ãšã£ãŠãã€ã³ã¿ãŒãããåºåã¯é¡§å®¢ç²åŸããã©ã³ãèªç¥åºŠåäžã«æ¬ ãããªãååšãšãªã£ãŠããŸããæ¬èšäºã§ã¯ãæ€çŽ¢é£åååºåããã£ã¹ãã¬ã€åºåããœãŒã·ã£ã«ã¡ãã£ã¢åºåãšãã£ãäž»èŠãªåºåææ³ã®ç¹åŸŽãšæŽ»çšæ¹æ³ã解説ãããšãšãã«ãã¿ãŒã²ãã顧客ã®æ確åãåºåäºç®ã®é©åãªç®¡çãã©ã³ãã£ã³ã°ããŒãžã®æé©åãšãã£ãå¹æçãªéçšã®ãã€ã³ãã玹ä»ããŸããããŸããæä¿æ¥çã®å é²äŒæ¥ã«ããæåäºäŸãéããŠãã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãå ·äœçã«ç€ºããŸããã
æä¿æ¥çç¹æã®èª²é¡ãšå¯Ÿå¿ç
æä¿ååã¯ãä»ã®æ¥çã®ååãšæ¯ã¹ãŠã顧客ã«ãšã£ãŠç解ãé£ããã賌買決å®ãŸã§ã®æ€èšæéãé·ããšããç¹åŸŽããããŸãããã®ãããã€ã³ã¿ãŒãããåºåã掻çšããéã¯ã顧客ã®é¢å¿ãåŒãä»ããä¿¡é Œãç²åŸããããã®å·¥å€«ãå¿ èŠãšãªããŸããä¿éºååã®ç¹åŸŽãå©ç¹ãåãããããäŒãã顧客ã®äžå®ãçåã«äžå¯§ã«å¿ããŠããããšãéèŠã§ãããŸããä¿éºæ¥æ³ãªã©é¢é£æ³èŠã®éµå®ã«ãååãªæ³šæãæãå¿ èŠããããŸãã
ããžã¿ã«ããŒã±ãã£ã³ã°ã®é²åã«åãããç¶ç¶çãªåãçµã¿ã®å¿ èŠæ§
ã€ã³ã¿ãŒãããåºåãåãå·»ãç°å¢ã¯åžžã«å€åããŠãããæ°ããªåºåææ³ããã¯ãããžãŒã次ã ãšç»å ŽããŠããŸããæä¿æ¥çãããžã¿ã«æ代ã®ç«¶äºãåã¡æãããã«ã¯ãããããå€åã«æè»ã«å¯Ÿå¿ããç¶ç¶çã«ã€ã³ã¿ãŒãããåºåã®æŽ»çšæ¹æ³ãé²åãããŠããå¿ èŠããããŸããå¹æ枬å®ãšæ¹åã®ãµã€ã¯ã«ã確ç«ããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ãæšé²ããããšã§ãããé«åºŠãªã€ã³ã¿ãŒãããåºåéçšãå¯èœãšãªãã§ãããã
æä¿æ¥çã®çæ§ã«ã¯ãæ¬èšäºã§çŽ¹ä»ããã€ã³ã¿ãŒãããåºåã®ç¥èŠã掻ãããèªç€Ÿã®åºåæŠç¥ã®åŒ·åã«åœ¹ç«ãŠãŠããã ããã°å¹žãã§ããããžã¿ã«æ代ã«ãããŠã顧客ã«éžã°ãç¶ããããã«ãã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãæ倧éã«åŒãåºããŠãããŸãããã
æä¿æ¥çã«ãããã€ã³ã¿ãŒãããåºåã®æŽ»çšã¯ãããžã¿ã«æ代ãåã¡æãããã«æ¬ ãããªãåãçµã¿ãšãªã£ãŠããŸããæ¬èšäºã§ã¯ãæ€çŽ¢é£åååºåããã£ã¹ãã¬ã€åºåããœãŒã·ã£ã«ã¡ãã£ã¢åºåãšãã£ãäž»èŠãªåºåææ³ã®ç¹åŸŽãšãã¿ãŒã²ãã顧客ã®æ確åãåºåäºç®ã®é©åãªç®¡çãã©ã³ãã£ã³ã°ããŒãžã®æé©åãªã©ã®å¹æçãªéçšã®ãã€ã³ãã解説ããŸããããŸããå é²çãªåãçµã¿ãè¡ãæä¿äŒç€Ÿã®äºäŸãéããŠãã€ã³ã¿ãŒãããåºåã®å¯èœæ§ãå ·äœçã«ç€ºããŸããã
æä¿æ¥çãã€ã³ã¿ãŒãããåºåã«åãçµãéã¯ãä¿éºååç¹æã®èª²é¡ã«å¯Ÿå¿ããããã®å·¥å€«ãå¿ èŠã§ããååã®ç¹åŸŽãå©ç¹ãåãããããäŒãã顧客ã®äžå®ãçåã«äžå¯§ã«å¿ããŠããããšãéèŠãšãªããŸããããã«ãããžã¿ã«ããŒã±ãã£ã³ã°ã®é²åã«åãããŠãç¶ç¶çã«ã€ã³ã¿ãŒãããåºåã®æŽ»çšæ¹æ³ãèŠçŽããæ¹åããŠããããšãæ±ããããŸããå¹æ枬å®ãšæ¹åã®ãµã€ã¯ã«ã確ç«ããããŒã¿ããªãã³ãªããŒã±ãã£ã³ã°ãæšé²ããããšã§ãããé«åºŠãªã€ã³ã¿ãŒãããåºåéçšãå®çŸã§ããã§ãããã
æ¬èšäºããæä¿æ¥çã®çæ§ã®ã€ã³ã¿ãŒãããåºå掻çšã®äžå©ãšãªãã°å¹žãã§ããããžã¿ã«æ代ã®ç«¶äºãåã¡æãããã«ãã€ã³ã¿ãŒãããåºåã®æŠç¥çãªæŽ»çšã«åãçµã¿ã顧客ç²åŸãšå£²äžåäžã«ã€ãªããŠãããŸãããã