ããžãã¹ã®æé·ãå®çŸããããã®æŠç¥ãšããŠãããŒã±ãã£ã³ã°ã¯æ¥µããŠéèŠãªèŠçŽ ã§ãã
ç¹ã«ãã¹ã¿ãŒãã¢ãããäžå°äŒæ¥ã§ã¯ãéããããªãœãŒã¹ãæ倧éã«æŽ»çšããæ¥éãªæé·ãéæããããã®æ¹æ³ãšããŠãã°ããŒã¹ããã¯ãã泚ç®ãããŠããŸãã
ãã®èšäºã§ã¯ãã°ããŒã¹ããã¯ã®èãæ¹ããã®æŽå²ãšé²åããããŠãã®å®è·µã«ããããŒã±ãã£ã³ã°æŠç¥ãã¹ã±ãŒã«ã¢ããããæ¹æ³ã«ã€ããŠè©³ãã説æããŸãã
ã°ããŒã¹ããã¯ãšã¯äœã
ãã°ããŒã¹ããã¯ããšããèšèã¯ãã·ãªã³ã³ãã¬ãŒã®ãšã³ãžãã¢ã§ãããšã³ã¿ãŒãã¬ããŒã§ããã·ã§ãŒã³ã»ãšãªã¹ã«ããæå±ãããŸããã
ããã¯ãäŒçµ±çãªããŒã±ãã£ã³ã°ææ³ã«é Œããã補åããµãŒãã¹èªäœãæ¹è¯ããå£ã³ãããŠãŒã¶ãŒã®æ¡æ£ãªã©ã«ãã£ãŠæ¥éãªæé·ãéæãããšããèãæ¹ã§ããå ·äœçãªãã¯ããã¯ãæŠç¥ã¯å€çš®å€æ§ã§ãæ¢åã®ãŠãŒã¶ãŒããŒã¹ã掻çšãããªãã¡ãŒã©ã«ããã°ã©ã ããŠã§ããµã€ãã®æ¹åã«ããã³ã³ããŒãžã§ã³çã®æé©åãSNSã掻çšãããã€ã©ã«ããŒã±ãã£ã³ã°ãªã©ããããŸãã
ã°ããŒã¹ããã¯ã®æŽå²ãšé²å
ã°ããŒã¹ããã¯ã®åç¹ã¯ãäžè¿°ããã·ã§ãŒã³ã»ãšãªã¹ãæå±ãããšããããå§ãŸããŸãã
圌ã¯ããã®èãæ¹ããã°ããŒã¹ããã«ãŒããšããæ°ããªè·çš®ãšããŠå®çŸ©ãã補åéçºãããŒã¿åæãããŒã±ãã£ã³ã°ã®èŠçŽ ãçµ±åããããžãã¹ã®æ¥éãªæé·ãéæãã圹å²ãæã€ãšããŸããã
ãã以éããã®èãæ¹ã¯åºãåãå ¥ãããããã§ã€ã¹ããã¯ããã€ãã¿ãŒããšã¢ããŒã¢ã³ãããŒãããããããã¯ã¹ãªã©ãå€ãã®æåããã¹ã¿ãŒãã¢ãããã°ããŒã¹ããã¯ã®ææ³ãæ¡çšãããã®æå¹æ§ãå®èšŒããŠããŸããã
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®å©ç¹
ã°ããŒã¹ããã¯ã®æ倧ã®å©ç¹ã¯ãéããããªãœãŒã¹ãæ倧éã«æŽ»çšããæçæéã§æ倧ã®æé·ãéæããããšãå¯èœãªç¹ã§ãã
å ·äœçã«ã¯ã補åããµãŒãã¹ã®æ¹è¯ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ã®æé©åãããŒã±ãã£ã³ã°æŽ»åã®å¹çåãªã©ãéããŠãåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ãããé«ãROIãéæããããšãå¯èœã§ãã
ãŸããã°ããŒã¹ããã¯ã¯ããŒã¿ã«åºã¥ãã決å®ãéèŠããããã仮説ã®æ€èšŒãšæ¹è¯ãç¹°ãè¿ãããšã§ã確å®ã«æé·ãç¶ããããšãã§ããŸãã
äž»èŠãªã°ããŒã¹ããã¯æŠç¥ãšããŒã«
ã°ããŒã¹ããã¯ã¯ããã®å®è·µæ¹æ³ã䜿çšããããŒã«ã«ãã£ãŠãå€æ§ãªåœ¢ã§é©çšãããŸããããã§ã¯ãã°ããŒã¹ããã¯æŠç¥ã®äžã§ãç¹ã«å¹æçãšãããA/Bãã¹ãããã€ã©ã«ããŒã±ãã£ã³ã°ãããŒã¿åæã«ã€ããŠããã®çŽ¹ä»ãšãã®éèŠæ§ã説æããŸãã
A/Bãã¹ãã®çŽ¹ä»ãšãã®éèŠæ§
A/Bãã¹ãã¯ã2ã€ã®ç°ãªãããŒãžã§ã³ãæ¯èŒããã©ã¡ããç®çã®çµæãããå¹æçã«éæããããæ€èšŒããæ¹æ³ã§ãã
äŸãã°ããŠã§ããµã€ãã®ãã¶ã€ã³ãã¡ãŒã«ããŒã±ãã£ã³ã°ã®é¡åãåºåã®æèšãªã©ã埮åŠãªå·®ç°ãçµæã«å€§ããªåœ±é¿ãåãŒãå¯èœæ§ããããŸãã
A/Bãã¹ããå®æœããããšã§ããŠãŒã¶ãŒã®åå¿ãå ·äœçãªããŒã¿ãšããŠæããæé©ãªéžæãè¡ãããšãå¯èœã«ãªããŸãããã®ææ³ã¯ãã°ããŒã¹ããã¯æŠç¥ãè¡ãäžã§éåžžã«éèŠã§ãå¹ççãªæ¹åãå°ã匷åãªããŒã«ãšãªããŸãã
ãã€ã©ã«ããŒã±ãã£ã³ã°ã®çŽ¹ä»ãšãã®åœ±é¿
ãã€ã©ã«ããŒã±ãã£ã³ã°ã¯ããŠãŒã¶ãŒéã§èªç¶ã«æ å ±ãæ¡æ£ããçŸè±¡ãå©çšããããŒã±ãã£ã³ã°æŠç¥ã§ãããã®æŠç¥ãæåãããããã«ã¯ã人ã ãèªç¶ã«å ±æããããšæãããããªã³ã³ãã³ãã®å¶äœãéèŠã§ãã
ãã€ã©ã«ããŒã±ãã£ã³ã°ã¯ãå°ãªãåºåè²»ã§å€§ããªå¹æãçãããšãå¯èœã§ãç¹ã«SNSã®æ®åã«ãããã®åœ±é¿åã¯ãŸããŸã倧ãããªã£ãŠããŸãã
ããŒã¿åæã®çŽ¹ä»ãšãã®æå¹æ§
ããŒã¿åæã¯ãããžãã¹ã®æé·ãä¿é²ããããã«æ¬ ãããªãèŠçŽ ã§ãããŠãŒã¶ãŒã®è¡åãã¿ãŒã³ã賌買åŸåãå©çšæé垯ãªã©æ§ã ãªããŒã¿ãåæããããšã§ãå ·äœçãªãŠãŒã¶ãŒã®ããŒãºãåé¡ç¹ãææ¡ããããã«åºã¥ããæ¹åçãç«ãŠãããšãå¯èœã«ãªããŸãã
ãŸãããããã®ããŒã¿ã掻çšããŠãããŒã±ãã£ã³ã°æŠç¥ãæé©åããROIãæ倧åããããšãå¯èœã§ãã
åæŠç¥ãšããŒã«ã®æ¯èŒãšéžææ¹æ³
äžè¿°ããæŠç¥ãããŒã«ã®éžæã¯ãããžãã¹ã®ç®æšã察象ãšãããŠãŒã¶ãŒãè³æºã®ç¶æ³ãªã©ã«ããç°ãªããŸãã
äžè¬çã«ã¯ãããå ·äœçãªç®æšãéæããããã«ã¯A/Bãã¹ããããŒã¿åæãæå¹ã§ãããäžæ¹ã§ãã©ã³ãã®èªç¥åºŠãåºãããå Žåã«ã¯ãã€ã©ã«ããŒã±ãã£ã³ã°ãå¹æçã§ããé©åãªæŠç¥ãšããŒã«ãéžæããããããé©åã«çµã¿åãããŠäœ¿çšããããšããæåçãªã°ããŒã¹ããã¯ãè¡ãäžã§ã®éµãšãªããŸãã
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®å®è·µ
çè«ãåŠã¶ã ãã§ãªããå®éã«ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ãå®è·µããããšã§ãããæ·±ãç解ãæ·±ããå®éã®ããžãã¹ã®çŸå Žã§æŽ»çšããããšãã§ããŸãã
ããã§ã¯ããããžã§ã¯ãã®èšç»ããå®éšèšèšããããŠãã¹ããšæ€èšŒãŸã§ãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ãå®è·µããéã®éèŠãªãã€ã³ãã«ã€ããŠè§£èª¬ããŸãã
ã¢ã€ãã¢ããããžãã¹ãžïŒãããžã§ã¯ãã®èšç»
ã°ããŒã¹ããã¯ãæåãããããã®æåã®ã¹ãããã¯ãæ確ãªç®æšãèšå®ããããšã§ããããã¯è£œåããµãŒãã¹ãåžå Žã«æå ¥ããåã®ã¢ã€ãã¢æ®µéããå§ãŸããŸãã
ç®æšãèšå®ãããããã®ç®æšãéæããããã«äœãããã¹ããã詳现ã«èšç»ããŸãããã®èšç»ã«ã¯ãç®æšã®éæã«å¿ èŠãªãªãœãŒã¹ãæéãè²»çšãå ·äœçãªè¡åèšç»ãªã©ãå«ãŸããŸãã
顧客äœéšã®èšèš
次ã«éèŠãªã®ã¯ã顧客äœéšã®èšèšã§ãã補åããµãŒãã¹ã顧客ã«æäŸãã䟡å€ãæ倧åããããã«ã¯ããŠãŒã¶ãŒã®ããŒãºãæåŸ ãç解ããããã«åºã¥ãã顧客äœéšãèšèšããããšãéèŠã§ãã
ããã«ã¯ããŠãŒã¶ãŒèª¿æ»ããã£ãŒãããã¯ã®åéããŠãŒã¶ãŒãžã£ãŒããŒãããã®äœæãªã©ãå«ãŸããŸãã
å®éšèšèšïŒå¹ççãªãã¯ããã¯
ç®æšãéæããããã®å ·äœçãªæŠç¥ãæœçãèšèšãããã次ã¯ããããå®è¡ãããã®å¹æãæ€èšŒããå®éšãèšèšããŸãã
A/Bãã¹ãããã«ãããªãšãŒããã¹ããªã©ã®å®éšèšèšææ³ã掻çšããåæœçã®å¹æãå¹ççã«æ€èšŒããŸãã
ãã¹ããšæ€èšŒïŒæ¹åç¹ã®çºèŠãšæ¹å
æåŸã«ãèšèšããå®éšãå®æœãããã®çµæãåæããŸãã
ãã®åæã«ãã£ãŠãæœçã®å¹æãå ·äœçã«ææ¡ããæ¹åç¹ãçºèŠããŸãããããŠããã®æ¹åç¹ãå ã«æœçãæ¹åããå床ãã¹ããšæ€èšŒãç¹°ãè¿ããŸãã
ããã«ãã£ãŠãç¶ç¶çã«è£œåããµãŒãã¹ã®ã°ããŒã¹ãä¿é²ããŸãã
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®æªæ¥ã®ãã¬ã³ã
ãã¯ãããžãŒãæ¥éã«çºå±ããæ°ããªããŒã±ãã£ã³ã°ã®ããã³ãã£ã¢ãéæãããŠããçŸä»£ãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®æªæ¥ã®ãã¬ã³ããäœã§ããããç解ããããšã¯ã競äºåªäœæ§ãä¿ã€ããã«äžå¯æ¬ ã§ããããã§ã¯ãæ°ããæè¡ãšããŒã«ãã©ã®ããã«æ¥çãå€ããã®ãããŸããã©ã®ãããªãã¹ããã©ã¯ãã£ã¹ãæåäºäŸãååšããã®ããæ·±ãæ¢ããŸãããã
æ°ããæè¡ãšããŒã«
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯ãæ°ããªæè¡ãšããŒã«ã®åºçŸã«ãããåžžã«é²åãç¶ããŠããŸãã
AIïŒäººå·¥ç¥èœïŒãVRïŒä»®æ³çŸå®ïŒããããã¯ãã§ãŒã³ãªã©ã®ãã¯ãããžãŒã¯ãããããã®ããŒã±ãã£ã³ã°æŠç¥ã«å€§ããªåœ±é¿ãåãŒããšäºæ³ãããŠããŸãã
AIã¯ããŠãŒã¶ãŒããŒã¿ã®åéããåæãããŒãœãã©ã€ãºãããããŒã±ãã£ã³ã°æŠç¥ã®å®è¡ã«è³ããŸã§ãããŒã±ãã£ã³ã°ã®å šéçšãå¹çåããŸããAIã¯ããŠãŒã¶ãŒã®è¡åãåŠç¿ããäžäººã²ãšãã®æ¶è²»è ã«å¯ŸããŠã«ã¹ã¿ãã€ãºããããšã¯ã¹ããªãšã³ã¹ãæäŸããèœåãæããŠããŸããããã«ãããäŒæ¥ã¯é¡§å®¢ã®ãšã³ã²ãŒãžã¡ã³ããé«ããããå ·äœçãªããŒãœãã©ã€ãŒãŒã·ã§ã³ãéæããããšãã§ããŸãã
äžæ¹ãVRã¯ãæ¶è²»è ãååããµãŒãã¹ãäœéšããæ¹æ³ãæ ¹æ¬çã«å€ããå¯èœæ§ãç§ããŠããŸããVRã䜿çšãããšãæ¶è²»è ã¯èªåã®å®¶ããäžæ©ãåºãã«ãååããµãŒãã¹ãæ²¡å ¥æã®ããç°å¢ã§äœéšããããšãã§ããŸããããã«ãããæ¶è²»è ã¯ååããµãŒãã¹ã«å¯Ÿããç解ãæ·±ããè³Œå ¥æ欲ãé«ããããšãã§ããŸãã
ãããã¯ãã§ãŒã³ããŸããããŒã±ãã£ã³ã°æ¥çã«å€§ããªåœ±é¿ãäžãããšèããããŠããŸãããããã¯ãã§ãŒã³ã®éææ§ãšäžå€æ§ã«ãããæ¶è²»è ã¯äŒæ¥ãããä¿¡é Œããããšãã§ããäŒæ¥ãšæ¶è²»è ãšã®éã®ä¿¡é Œé¢ä¿ãæ·±ããããšãã§ããŸãã
æ¥çã®ãã¹ããã©ã¯ãã£ã¹ãšæåäºäŸ
æè¡ã®çºå±ã ãã§ãªããäŒæ¥ã®æåäºäŸãæ¥çã®ãã¹ããã©ã¯ãã£ã¹ããåŠã¶ããšããå¹æçãªã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ãå®è¡ããäžã§éèŠã§ãããã¹ããã©ã¯ãã£ã¹ã«ã¯ããŠãŒã¶ãŒã»ã³ã¿ãŒã®ããŒã±ãã£ã³ã°ãããŒã¿é§åã®ææ決å®ãç¶ç¶çãªå®éšãšåŠç¿ãå«ãŸããŸãããããã®ææ³ãçšããŠãå€ãã®äŒæ¥ãé©ãã¹ãæé·ãéããŠããŸãã
äŸãã°ãFacebookãUberãAirbnbãªã©ã¯ãå¹æçãªã°ããŒã¹ããã¯æŠç¥ãæåãããäŒæ¥ãšããŠåºãç¥ãããŠããŸãã圌ãã¯ããŒã¿ã«åºã¥ããææ決å®ãè¡ããç¶ç¶çã«æ°ããå®éšãè¡ãããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ãæåªå ã«èãããšãããã¹ããã©ã¯ãã£ã¹ãæ¡çšããŠããŸãããããã®äŒæ¥ã®äºäŸãããèªç€Ÿã®ã°ããŒã¹æŠç¥ãã©ã®ããã«åœ¢æããã©ã®ããã«å®è¡ãã¹ããã®ãã³ããåŸãããšãã§ããŸãã
æåŸã«ãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯ãæ¢åã®èŠåãç Žãããšã«ããæ°ããªäŸ¡å€ãåµé ããããã®æŠç¥ã§ããæ°ãããã¯ãããžãŒãããŒã«ã掻çšãããã¹ããã©ã¯ãã£ã¹ãšæåäºäŸãåŠã³ãèªç€Ÿã®æé·ãä¿é²ããããã®æŠç¥ãç¶ç¶çã«æ¢æ±ãç¶ããããšãéèŠã§ãã
ãŸãšãïŒã°ããŒã¹ããã¯ã§ããŒã±ãã£ã³ã°æŠç¥ãäžåºŠã«ã¹ã±ãŒã«ã¢ãã
ãããŸã§ã®è°è«ããŸãšãããšãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯é©æ°çãªæè¡ãçšããŠãäŒæ¥ã®æé·ãšæåãå®çŸããããã®åŒ·åãªããŒã«ã§ããããšãããããŸãããŸãããã®æå¹æ§ã¯æ°å€ãã®æåäºäŸã«ãã£ãŠèšŒæãããŠããŸãããã®ãããçŸä»£ã®ããžãã¹ã§ã¯ãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®ç¥èãšå®è·µãäžå¯æ¬ ã§ãã
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®éèŠæ§
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã®éèŠæ§ã¯ã顧客ç²åŸãããã©ã³ãã®èªç¥åºŠåäžã販売ä¿é²ãŸã§ãããžãã¹ã®ããããé¢ã§èŠãããšãã§ããŸããç¹ã«ãã¹ã¿ãŒãã¢ããäŒæ¥ãäžå°äŒæ¥ã«ãšã£ãŠã¯ãéããããªãœãŒã¹ãæ倧éã«æŽ»çšããçæéã§ããžãã¹ãæ¡å€§ããããã®åŒ·åãªæ段ãšãªããŸãã
ãŸãããã¯ãããžãŒã®æ¥éãªçºå±ãšæ¶è²»è ã®è¡åãã¿ãŒã³ã®å€åã«å¯Ÿå¿ããããã«ããã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯éèŠã§ããæ°ããæè¡ãããŒã«ã掻çšããŠããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ãåäžãããæ¶è²»è ã®ããŒãºã«è¿ éã«å¿ããããšãå¯èœã«ãªããŸãããããã®åãçµã¿ã«ãããäŒæ¥ã¯ç«¶äºåªäœæ§ãä¿ã€ãšãšãã«ãæç¶å¯èœãªæé·ãéæããããšãã§ããŸãã
ããããå§ãã人ãžã®ã¢ããã€ã¹
ã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ãããããå§ãã人ã ã«å¯Ÿããç§ã®ã¢ããã€ã¹ã¯ããŸãèªç€Ÿã®ããžãã¹ç®æšãæ確ã«å®çŸ©ããããšã§ããã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯ãå ·äœçãªç®æšã«åºã¥ããŠæŠç¥ãçå®ãããããéæããããã®å®è¡èšç»ãäœãããšãéèŠã§ãã
次ã«ãããŒã¿é§åã®ããŒã±ãã£ã³ã°ãæ¡çšããããšã§ãããŠãŒã¶ãŒããŒã¿ã®åéãšåæã«åºã¥ããŠæŠç¥ãçå®ãããã®çµæã枬å®ãç¶ããããšã§ãããŒã±ãã£ã³ã°ã®å¹æãæ倧åããããšãã§ããŸãã
æåŸã«ãã°ããŒã¹ããã¯ããŒã±ãã£ã³ã°ã¯ç¶ç¶çãªè©Šè¡é¯èª€ãšåŠç¿ãå¿ èŠã§ããæåäºäŸããåŠã³ãæ°ããããŒã«ãææ³ãè©Šããèªç€Ÿã®æé·æŠç¥ãåžžã«æŽæ°ãç¶ããããšãéèŠã§ãããããã®åªåãéããŠãäŒæ¥ã¯æç¶çãªæé·ãéæãã競äºåãä¿ã€ããšãã§ããŸãã