Yanayin zamantakewa da tattalin arziki na yau yana ƙarƙashin canji na dindindin kuma yana ƙara saurin canzawa. Abubuwa da yawa – ciki har da juyin. Juya halin dijital na shekarun baya-bayan nan, haɓaka haɓaka duniya, amma. Har ma da sauyi na dindindin a cikin ƙimar. Zamantakewa – ya sa ya zama dole ga kamfanoni da ƙungiyoyi a yau. Don daidaita tsarin. Kasuwancin su zuwa sabbin yanayin tsarin.
Daya daga cikin wadannan core
matakai shine Talla. A matsayin ƙarshen haɗin gwiwa tsakanin kamfani da muhallinsa. Yawanci shine farkon wanda sabon ci gaba ya shafa, saboda suna hulɗa da Sayi Jerin Lambar Wayar Salula abokan. Ciniki fiye da sauran ayyukan kasuwanci (Kotler et al., 2020).
A cikin binciken kasuwanci, kalmar “Kasuwanci” ba ta da tabbas ko ba daidai ba, wanda saboda. Ci gaban tarihi. Ya tashi daga saitin sharuɗɗan “talla / tallace-tallace / rarrabawa” zuwa “ra’ayin kula da kamfanoni masu. Dogaro da kai” (Meffert, 2000; Olbricht, 2022). A cikin mahallin wannan labarin, ana fahimtar Tallace-tallace a matsayin. Ayyukan kamfanoni masu sarrafa bayanai a cikin mu’amala tare da yanayin kamfanoni, wanda da farko yana. Da aikin “… bincikar – duka latent da bayyane – bukatun masu buƙatun masu.
Buƙata. kuma, idan ya cancanta, rinjayar su a cikin ma’anar manufofin kamfanoni.” (Olbrich, 2022, shafi na 10). Kasuwanci dole ne ya tabbatar da samar da bayanan da suka. Wajaba don tsarawa da kuma ci gaba da tsare-tsare tare da ayyukan samar. Da kayayyaki, don tsarawa, aiwatarwa da sarrafa amfani. Da manufofin kasuwa da ake buƙata don cimma manufofin haɗin gwiwar (Meffert, 2000). A taƙaice, ayyukan Talla sun dogara ne akan bayanai don haka bayanai.
Amma menene bayanan da suka dace
bisa ga Marketing? Masu kasuwa suna sha’awar abokin ciniki, kuɗi, da bayanan aiki (Kotler et al., 2017; Kotler et al., 2020). Waɗannan bayanan suna taimaka wa. Kasuwanci don fahimtar abin da kuma lokacin da abokin ciniki ke. Siye, irin matakan da abokin ciniki ke ɗauka a cikin. Tsarin tallace-tallace. Da sauransu. Yawanci ana samun su daga tushe daban-daban. (na jama’a da/ko masu zaman kansu) kuma ana adana su a wurare daban-daban irin. Daɗannan bayanan suna taimaka wa masu kasuwa su. Fahimci masu sauraron su ta hanyar gano abokan cinikin da suka dace, ƙirƙira tanti mai ban sha’awa da haɓaka ingantaccen kamfen ko talla Meffert, 2000.
A ƙarƙashin yanayin 9 Consellos de conversión de leads para aumentar os teus … haɓaka dijital da sarrafa kansa ta amfani da fasahar sadarwa da fasahar sadarwa (ICT) – Hakanan ta hanyar haɓakar amfani da Intelligence Artificial (AI) – Talla yana ƙara ƙara dijital (Kumar et al., 2013; Salesforce, 2021; Deloitte Insights) . “Kasuwancin Dijital”, wanda kuma aka sani da “Kasuwancin Kan layi” ko “Kasuwancin Intanet” kuma an fara ƙirƙirar shi a cikin 1990s (Prajapati, 2020), ya sake dawowa zuwa tallan kowane samfuri da sabis ta hanyar dijital ta amfani da na’urorin dijital, misali, wayoyi, Allunan da sauransu, da fasahar mu’amala ta hanyar lantarki kamar wasiku, tarurruka, ƙungiyoyin labarai da sauransu Kotler da Armstrong, 2009; Wirtz et al., 2014.
Babban fa’ida
Na Digital Marketing shine kasuwanci na iya siyar da samfuransa da/ko aiyukan sa awanni 24 da kwanaki 365, ko kuma a wasu kalmomi “kusan kowane lokaci” (Kotler, 2000). Ta wannan hanyar, Talla da ICT sun zama muhimmiyar haɗin gwiwa a cikin ingantaccen haɗin kai azaman tsarin fasaha-fasahar shekaru da yawa (Graesch et al., 2020). Haɗin ICT yana goyan bayan duk ayyukan Talla na kamfani kuma yana haɓaka tsarin tallace-tallace (Bayraktutan et al., 2009), yana nuna tasiri kamar samar da dama don talla a ko’ina kuma a kowane lokaci da haɓaka gabaɗayan yuwuwar tallan Hamidi da Safabakhsh, 2011.
A cikin wannan mahallin
Cikakken tsari don sarrafa bayanai azaman kadari ya zama batun Talla. Gudanar da bayanai tare da fiye da shekaru 15 na halartar bincike (Jagels et al., 2021) yana ɗaya daga cikin irin waɗannan hanyoyin da a cikin al’ummar masu aiki da kuma tsakanin tsarin bayanai (IS) masu bincike suna jan hankali.
Masu siyar da software (misali Kramer da Wilson, 2020), kamfanoni masu ba da shawara (misali Petzold et al., 2020) da manazarta (misali Bitterer da Newman, 2007; Newman da Logan, 2006; Mohan da Maguire, 2019) sun fito kuma sun ba da shawarwari yadda ake kafa Data Governance a kungiyoyin kasuwanci.
Sun ba da shawarar tsarin Gudanar da Bayanai (Newman da Logan, 2006; Khatari da Brown, 2010; Otto et al., 2007; Gartner, 2008; Sridharan, 2022; IBM 2007; Oracle 2011; Microsoft, 2020) kuma sun yi nazarin abubuwan da suka haifar da mura. (Weber et al., 2009) da kuma halin yanzu na aiwatarwa (Blanton et al., 1992; Otto, 2011b). Tsara bayyanannun matakai na giciye da Gudanarwa sune ɗayan mahimman ƙalubale don Talla a cikin shekarun dijital Leeflang et al., 2014.
Kamar su
Kalmar “Kasuwanci” “Gwamnatin Bayanai” ita ma ba ta da tabbas ko ba daidai ba a fagen kimiyya. A farkon binciken, ana ganin Gudanar da Bayanan a matsayin ƙarin ci gaban IT-Governance (Weill, 2004; Weill da Ross, 2004; IT Governance Institute, 2007)wanda kuma ya samo asali daga Gudanarwar Gudanarwa (Correia da Água, 2021).
Batutuwa, kamar ingancin bayanai, sarrafa bayanai, bayanan kasuwanci da nazari, manyan bayanai, ƙididdigar girgije, kariyar bayanai, aminci da tsaro, sun faɗaɗa fannin bincike na Gudanar da bayanai, amma kuma ya haifar da rashin bambanci daga sauran fannonin bincike. Don haka, a USB Directory halin yanzu ana siffanta Gudanar da Bayanai ta wata hanya dabam kuma ta bambanta. Ƙungiyar bincike ta kasuwanci ko gudanarwa ta mayar da hankali kan sarrafa kadarorin bayanai akan tushen haƙƙin yanke shawara, misali. ta Otto (Otto, 2011a; Otto, 2011b; Otto, 2012; Otto, 2013) ko Weber (Weber et al., 2009; Weber, 2009).
Ƙungiya mai dacewa da fasaha (misali Lee et al., 2018; Lee et al., 2019) yana mai da hankali kan aiwatar da fasaha ta amfani da software na kasuwanci kuma akwai masu bincike waɗanda ke magance sansanonin biyu (misali Al-Ruithe et al., 2016; Al-Ruithe da Benkhelifa, 2017; Ruithe da Benkhelifa, 2018.
Aikinmu ya biyo baya
fassarar duka sansanonin da kuma daidaita Data Governance a matsayin sha’anin-fadi tsarin tare da key aka gyara (a wasu kalmomi: Layer) dabarun, matakai da albarkatun (mutane da inji) tabbatar da cewa sha’anin bayanai, musamman ga Marketing, shi ne abin dogara da kuma m. ta yadda za a iya amfani da shi tare da amincewa ga tsarin aiki (Marketing) da kuma yanke shawara (Marketing) a yanzu da kuma nan gaba Hoto .
