{"id":7302,"date":"2015-04-28T09:35:02","date_gmt":"2015-04-28T06:35:02","guid":{"rendered":"http:\/\/blog.natro.com\/?p=7302"},"modified":"2019-08-02T14:29:34","modified_gmt":"2019-08-02T11:29:34","slug":"dijital-analizin-onemi","status":"publish","type":"post","link":"https:\/\/www.natro.com\/blog\/dijital-analizin-onemi\/","title":{"rendered":"Dijital Analizin \u00d6nemi"},"content":{"rendered":"

\n\t\u00a0\u201c \u2018 Reklama harcad\u0131\u011f\u0131m paran\u0131n yar\u0131s\u0131 bo\u015fa gidiyor, ama hangi yar\u0131s\u0131 bo\u015fa gidiyor bilmiyorum<\/strong> \u2018 diyen John Wanemaker<\/strong> halt etmi\u015f, art\u0131k dijital d\u00fcnyada her \u015feyi \u00f6l\u00e7\u00fcmleyebiliyoruz !\u201d diyen, fakat yanl\u0131\u015f \u00f6l\u00e7\u00fcmleme uygulamalar\u0131 ile yanl\u0131\u015f metrikleri \u00f6l\u00e7en ya da \u00f6l\u00e7\u00fcmleme plan\u0131 bile olmayan ve \u00f6l\u00e7meyen dijital\u00a0<\/span>\n<\/p>\n

\n\t\n<\/p>\n

\n\tpazarlamac\u0131lardan m\u0131y\u0131z?<\/span>\n<\/p>\n

\n\t"Adobe Systems<\/strong> ve ResearchNow<\/strong> taraf\u0131ndan 1000 Amerikal\u0131 dijital pazarlamac\u0131<\/strong> ile yap\u0131lan \u00e7al\u0131\u015fmada, kat\u0131l\u0131mc\u0131lar\u0131n %76's\u0131 pazarlama performans\u0131n\u0131 \u00f6l\u00e7menin \u00f6nemli oldu\u011funa inan\u0131yor ama sadece %29'su \u00f6l\u00e7\u00fcmlemeyi do\u011fru yapt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. "<\/span>\n<\/p>\n

\n\tBirbirine ba\u011fl\u0131 milyonlarca makinenin ve internet ekosisteminde yer alan kullan\u0131c\u0131lar\u0131n veri \u00fcretti\u011fi ve Big Data \u00c7a\u011f\u0131 <\/strong>dedi\u011fimiz bu \u00e7a\u011fda, bir web sayfas\u0131 kurarak online d\u00fcnyada d\u00f6n\u00fc\u015f\u00fcm hedefleri olan, web projesine ay\u0131rd\u0131\u011f\u0131 b\u00fct\u00e7eyi etkin kullanarak markas\u0131n\u0131 daha iyi yerlere ta\u015f\u0131may\u0131 hedefleyen herkes i\u00e7in Dijital \u00d6l\u00e7\u00fcmleme ve Analizin \u00f6nemi g\u00fcn ge\u00e7tik\u00e7e art\u0131yor.<\/span>\n<\/p>\n

\n\tAdobe<\/strong> taraf\u0131ndan \u00e7ok uluslu 1000\u2019e yak\u0131n firmadan 6000 firma y\u00f6neticisinin kat\u0131l\u0131m\u0131 ile haz\u0131rlanan Dijital Trendler 2015 Raporu<\/strong>\u2019nda \u00f6ne \u00e7\u0131kan \u00a0\u201cData Odakl\u0131 Pazarlama, Ki\u015fiselle\u015ftirme, \u00c7ok Kanall\u0131 Pazarlama, M\u00fc\u015fteri Deneyimi, Pazarlama Otomasyonu<\/strong>\u201d gibi ba\u015fl\u0131klarda ba\u015far\u0131ya ula\u015fmak i\u00e7in Dijital Analiz \u2018e kafa yoran dijital pazarlamac\u0131lara b\u00fcy\u00fck g\u00f6rev d\u00fc\u015f\u00fcyor.<\/span>\n<\/p>\n

\n\t\"Dijital<\/a><\/span>\n<\/p>\n

\n\t\u00a0\n<\/p>\n

\n\tFirmalar ve Dijital Pazarlamac\u0131lar i\u00e7in Dijital Analizin\u2019in \u00f6nemini anlamak yetmiyor. Data toplamak i\u00e7in en iyi uygulamalar\u0131 firman\u0131za entegre etmek konusunda bilgi sahibi, toplan\u0131lan datalardan anlaml\u0131 analizler yapabilen yeti\u015fmi\u015f i\u015f g\u00fcc\u00fcn\u00fcn firmaya kazand\u0131r\u0131lmas\u0131 da \u015fart.<\/span>\n<\/p>\n

\n\tYine Adobe taraf\u0131ndan yay\u0131nlanan raporda firmalar\u0131n bir\u00e7o\u011funun Data Toplama ve Toplan\u0131lan Data \u2018n\u0131n Analizi i\u00e7in yeterli elemana ve do\u011fru yap\u0131land\u0131r\u0131lm\u0131\u015f sistemlere sahip olmad\u0131\u011f\u0131 g\u00f6zlemleniyor. <\/strong><\/span>\n<\/p>\n

\n\t\"Dijital<\/a><\/span>\n<\/p>\n

\n\t\u00a0\n<\/p>\n

\n\tDijital Analiz Nedir? <\/strong><\/span>\n<\/p>\n

\n\tPazarlama konusunda sayg\u0131n isimlerden, \u00a0Dijital Analiz Uzman\u0131 Avinash Kaushik<\/a>\u2019in Dijital Analiz<\/strong> tan\u0131m\u0131na bak\u0131yoruz.<\/span>\n<\/p>\n

\n

\n\t\tDijital analiz;\u00a0i\u015fletmenize ve rekabete ili\u015fkin nitelik ve nicelik verilerinin m\u00fc\u015fterileriniz ve potansiyel m\u00fc\u015fterilerinize sunulan ve istedi\u011finiz\u00a0(\u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131) sonu\u00e7lara d\u00f6n\u00fc\u015fen \u00e7evrimi\u00e7i deneyimi s\u00fcrekli olarak geli\u015ftirmek amac\u0131yla analizidir.<\/strong><\/span>\n\t<\/p>\n<\/blockquote>\n

\n\tDijital Analiz yapabilmek i\u00e7in elbette ki \u00f6ncelikle \u00f6l\u00e7mek ve raporlamak gerekir.\u00a0 <\/strong><\/span>\n<\/p>\n

\n\t\u0130\u00e7inde bulundu\u011fumuz dijital \u00e7a\u011fda t\u00fcketiciler \u015firketimize farkl\u0131 dijital kanallar \u00fczerinden, farkl\u0131 cihazlarla ula\u015fabilmektedirler. Sosyal medya hesaplar\u0131m\u0131z \u00fczerinden, g\u00f6nderilen e-posta iletilerinden, Adwords reklamlar\u0131 vb. kanallardan bizlere ula\u015fan m\u00fc\u015fteriler, \u00a0web sayfam\u0131z \u00fczerinden \u00e7e\u015fitli i\u015flemler yapmaktad\u0131rlar.\u00a0 Web sayfam\u0131za gelen her bir kullan\u0131c\u0131yla, sanki birebirde onlar\u0131 tan\u0131yormu\u015f gibi ilgilenmek, ihtiya\u00e7lar\u0131n\u0131 anlamak zorunday\u0131z.<\/span>\n<\/p>\n

\n\tHer bir m\u00fc\u015fterinin ger\u00e7ekle\u015ftirmesini istedi\u011fimiz \u00e7e\u015fitli i\u015flemler oldu\u011funu d\u00fc\u015f\u00fcn\u00fcrsek biz dijital pazarlamac\u0131lara d\u00fc\u015fen g\u00f6rev, m\u00fc\u015fterilerin web sayfam\u0131z \u00fczerinde b\u0131rakt\u0131klar\u0131 ayak izlerini toplamak ve bu izleri do\u011fru yorumlayarak m\u00fc\u015fterinin kar\u015f\u0131s\u0131na do\u011fru vaatlerle, do\u011fru zamanda, do\u011fru yerde \u00e7\u0131kmakt\u0131r.\u00a0 Bunu yapabilmenin tek yolu ise eri\u015filebilir, g\u00fcvenilir, b\u00fct\u00fcnl\u00fck i\u00e7eren ve neredeyse ger\u00e7ek zamanl\u0131 Web Analizi<\/strong> yapmakt\u0131r. \u00a0Burada Web Analizin, Dijital Analiz demek olmad\u0131\u011f\u0131n\u0131 ama dijital analizinin en \u00f6nemli par\u00e7alar\u0131ndan biri oldu\u011funu hat\u0131rlatmakta fayda var.\u00a0 M\u00fc\u015fterilerimizin yaln\u0131zca web sitemizle de\u011fil, i\u015fletmemizle olan t\u00fcm temas noktalar\u0131n\u0131n kapsaml\u0131 dijital analizini yapmak \u00f6nemlidir.<\/span>\n<\/p>\n

\n\tYukar\u0131daki Dijital Analiz tan\u0131m\u0131nda yer alan niceliksel verilere \u00f6rnek olarak web sayfam\u0131za gelen ki\u015fi say\u0131s\u0131, satt\u0131\u011f\u0131m\u0131z \u00fcr\u00fcn adedi,\u00a0 ortalama olarak bir ki\u015finin sitemizde ka\u00e7 sayfa gezdi\u011fi gibi kullan\u0131c\u0131lar\u0131n web sayfam\u0131z\u0131 ziyaret ettikten sonra ne yapt\u0131\u011f\u0131n\u0131 bize bildiren verileri \u00f6rnek verebiliriz.\u00a0 Web sayfam\u0131z \u00fczerindeki m\u00fc\u015fteri verilerini anlamland\u0131rmak i\u00e7in sadece nicel veriler yeterli de\u011fildir, sitemize gelen kullan\u0131c\u0131lar\u0131n neden sat\u0131n almadan web sayfam\u0131zdan ayr\u0131ld\u0131klar\u0131, \u00fcr\u00fcn ve hizmetleri iade etmesinin sebepleri gibi kullan\u0131c\u0131lar\u0131n davran\u0131\u015flar\u0131n\u0131n sebebini a\u00e7\u0131klayan nitel verilere de ihtiya\u00e7 vard\u0131r. Etkili bir Dijital Analiz y\u00f6netimi,\u00a0 hem nicel hem de nitel veriler farkl\u0131 kanallardan toplamal\u0131, b\u00fct\u00fcnsel anlaml\u0131 yorumlar yaparak bu kapsamda uygulamalar\u0131m\u0131z\u0131 devreye almal\u0131y\u0131z. \u00a0<\/span>\n<\/p>\n

\n\t\"Dijital<\/a><\/span>\n<\/p>\n

\n\tDijital Analizin en \u00f6nemli kavramlar\u0131ndan birisi de nihai i\u015fletme hedefimiz olan d\u00f6n\u00fc\u015f\u00fcmlerdir.<\/strong> Web sayfam\u0131z \u00fczerinde m\u00fc\u015fterilerin ger\u00e7ekle\u015ftirmelerini istedi\u011fimiz her bir i\u015fleme d\u00f6n\u00fc\u015f\u00fcm ad\u0131n\u0131 veriyoruz.\u00a0 D\u00f6n\u00fc\u015f\u00fcm bir e-ticaret sitesi i\u00e7in \u00fcr\u00fcn satmak, bir portal i\u00e7in g\u00f6nderdi\u011fi b\u00fcltene abone kaydetmek, bir haber sitesi i\u00e7in web sayfas\u0131na t\u0131klama almak olabilir.\u00a0 Bu i\u015flemlerden baz\u0131lar\u0131 as\u0131l istedi\u011fimiz d\u00f6n\u00fc\u015f\u00fcm i\u015flemine yani makro d\u00f6n\u00fc\u015f\u00fcmlere<\/strong> ula\u015fmada yard\u0131mc\u0131 g\u00f6revini \u00fcstleniyorsa bunlara mikro d\u00f6n\u00fc\u015f\u00fcmler<\/strong> denir. \u00d6rne\u011fin e-ticaret sitesi olarak m\u00fc\u015fterilerimize \u00fcr\u00fcn satmak makro d\u00f6n\u00fc\u015f\u00fcmd\u00fcr, bu hedefe ula\u015fmam\u0131za yard\u0131mc\u0131 olacak m\u00fc\u015fteri e-maili toplamak mikro d\u00f6n\u00fc\u015f\u00fcm olabilir.\u00a0 Makro ve mikro d\u00f6n\u00fc\u015f\u00fcmleri do\u011fru belirlemek ve bunlar\u0131 d\u00fczenli \u00f6l\u00e7mek \u00f6nemlidir.<\/span>\n<\/p>\n

\n\tSon olarak da de\u011finilmesi gereken \u00f6nemli konu \u015fudur ki Dijital Analiz s\u00fcreci s\u00fcrekli olarak iyile\u015ftirme isteyen bir s\u00fcre\u00e7tir.\u00a0 Bu s\u00fcrece ba\u015flamadan \u00f6nce \u00d6l\u00e7\u00fcmleme Plan\u0131 Olu\u015fturmak<\/a> \u00f6nemlidir. Ayr\u0131ca bu s\u00fcreci olu\u015fturan t\u00fcm ad\u0131mlarda s\u00fcrekli olarak iyile\u015ftirme yapmak ve teknolojimizi de bu do\u011frultuda geli\u015ftirmek \u00f6nemlidir. \u00a0Toplad\u0131\u011f\u0131m\u0131z verilerden anlaml\u0131 yorumlar \u00e7\u0131kart\u0131p, bunu uygulamalarla test etmeli ve s\u00fcrekli geli\u015fimi desteklemeliyiz.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"\u00a0\u201c \u2018 Reklama harcad\u0131\u011f\u0131m paran\u0131n yar\u0131s\u0131 bo\u015fa gidiyor, ama hangi yar\u0131s\u0131 bo\u015fa gidiyor bilmiyorum \u2018 diyen John Wanemaker…\n","protected":false},"author":7,"featured_media":10484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,40],"tags":[],"class_list":{"0":"post-7302","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-genel","8":"category-pazarlama"},"_links":{"self":[{"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/posts\/7302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/comments?post=7302"}],"version-history":[{"count":0,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/posts\/7302\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/media\/10484"}],"wp:attachment":[{"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/media?parent=7302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/categories?post=7302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.natro.com\/blog\/wp-json\/wp\/v2\/tags?post=7302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}