Kei te whakamahia ngā hangarau Raraunga Nui i ngā wāhi katoa ināianei—i roto i ngā ahumahi, rongoā, pakihi, me ngā whakangahau. Ki te kore he tātari raraunga nui, kāore e taea e ngā kaihokohoko nui te mahi tika, ka heke ngā hoko a Amazon, ā, kāore e taea e ngā tohunga huarere te matapae i te rangi i ngā rā, i ngā wiki, me ngā marama i mua. He mea tika kia nui te tono mō ngā tohunga raraunga nui, me te tipu haere tonu o te tono.
Ka whakangungu a GeekBrains i ngā tohunga ngaio i tēnei mara, ka whakarato i ngā ākonga ki ngā mōhiotanga ariā me ngā wheako mahi-ā-ringa, mā te whakamahi i ngā tohunga mātau. I tēnei tau Kua mahi tahi ngā kaitātari raraunga nui o te whare wānanga ipurangi GeekUniversity me te X5 Retail Group, te kaihokohoko nui rawa atu o Rūhia. Nā te nui o ō rātou mātauranga me ō rātou wheako, i āwhina ngā tohunga o te kamupene ki te waihanga i tētahi akoranga waitohu e whakarato ana i ngā akoranga ariā me ngā wheako mahi ki ngā ākonga.
I kōrero mātou ki a Valery Babushkin, te Kaiwhakahaere o te Whakatauira Raraunga me te Tātari i X5 Retail Group. Ko ia tētahi o ngā kaipūtaiao raraunga o te ao katoa (kei te tūnga 30 o te ao mō te ako mīhini). I te taha o ētahi atu kaiako, ka whakaako a Valery i ngā ākonga GeekBrains mō te whakamātautau A/B, ngā tatauranga pāngarau e tautoko ana i ēnei tikanga, tae atu ki ngā mahi tatau hou me ngā āhuatanga motuhake o te whakatinana i te whakamātautau A/B i roto i te hokohoko tuimotu.
He aha tātou e hiahia ai ki te whakamātautau A/B?
Koinei tētahi o ngā tikanga pai rawa atu mō te kimi huarahi tino pai hei whakapai ake i ngā reiti tahuritanga, ngā tohu ōhanga, me ngā āhuatanga whanonga. Tērā ētahi atu tikanga, engari he nui ake te utu me te uaua. Ko ngā painga matua o te whakamātautau A/B ko tōna utu iti me te wātea hoki mō ngā pakihi o ngā rahi katoa.
Ko te whakamātautau A/B tētahi o ngā tikanga tino nui mō te kimi me te whakatau kaupapa pakihi—arā, ngā whakataunga e pā ana ki ngā hua me te whanaketanga o ngā hua o tētahi kamupene. Mā te whakamātautau ka taea te whakatau i runga i ngā ariā me ngā whakapae, engari i runga anō hoki i te mōhiotanga mahi mō te āhua o te whakarerekētanga o ngā taunekeneke a te kiritaki ki te whatunga.
He mea nui kia maumahara i roto i te hokohoko, me whakamātautau katoa ngā mea—ngā kaupapa hokohoko, ngā karere kuputuhi, ngā whakamātautau o te karere tonu, te whakatakotoranga hua ki ngā whata, me ngā whata tonu i te rohe hoko. Ina tae mai ki ngā toa ipurangi, ka taea e koe te whakamātautau i te tahora o ngā huānga, te hoahoa, te tuhinga, me te tuhinga.
He taputapu te whakamātautau A/B hei āwhina i tētahi kamupene, pērā i te kaihokohoko, kia noho whakataetae tonu, kia tere te kite i ngā huringa, kia urutau hoki. Mā tēnei ka taea e te pakihi te whai hua, kia nui ake ai ngā hua.
He aha ngā āhuatanga motuhake o ēnei tikanga?
Ko te mea nui ko te whai i tētahi whāinga, i tētahi raruraru rānei hei pūtake mō te whakamātautau. Hei tauira, ko te raruraru pea ko te iti o te haere mai o ngā kiritaki ki tētahi toa tūturu, ki tētahi toa ipurangi rānei. Ko te whāinga he whakapiki i te haere mai o ngā kiritaki. Ko te whakapae, ki te whakanuia ake ngā kāri hua i roto i te toa ipurangi, ā, ka mārama ake ngā whakaahua, ka nui ake ngā hoko ka mahia. Muri iho, ka whakahaerehia he whakamātautau A/B, ā, ka whakamahia ngā hua hei aromatawai i ngā huringa. Kia tae mai ngā hua o ngā whakamātautau katoa, ka taea te whakawhanake i tētahi mahere mahi mō ngā whakarerekētanga paetukutuku.
Kāore i te tūtohutia kia whakahaerehia ngā whakamātautau me ngā tukanga taupatupatu, nā te mea ka uaua ake te aromatawai i ngā hua. E taunakitia ana kia whakahaerehia ngā whakamātautau i runga i ngā whāinga matua me ngā whakapae kua whakahuatia i te tuatahi.
Me roa te whakamātautau kia kiia ai he pono ngā hua. Ko te roa o te whakamātautau, ko te tikanga, kei te whakamātautau tonu. Hei tauira, i te Pō Tau Hou, ka piki ake te maha o ngā manuhiri ki te nuinga o ngā toa ipurangi. Mena i whakarerekētia te hoahoa o te toa ipurangi i mua, ka whakaatu te whakamātautau poto he pai ngā mea katoa, he angitu ngā huringa, ā, kei te piki haere te maha o ngā manuhiri. Ahakoa te aha e mahia ana e koe i mua i ngā hararei, ka piki ake te maha o ngā manuhiri. Kaua te whakamātautau e oti i mua atu i te Tau Hou, i muri tonu mai rānei; me roa kia taea ai te tautuhi i ngā hononga katoa.
Te hiranga o te hononga mārama i waenga i te whāinga me te inenga e inehia ana. Hei tauira, i muri i te whakahounga o tētahi paetukutuku toa ipurangi, ka kite pea tētahi kamupene i te pikinga o ngā manuhiri, o ngā kaihoko rānei, ā, ka makona rātou ki te hua. Heoi, i roto i te ao tūturu, tera pea he iti iho te uara ota toharite i te tikanga, ka iti ake te moni whiwhi katoa. Ko te tikanga, kāore tēnei e taea te kī he hua pai. Ko te raruraru, kāore te kamupene i ine i te whanaungatanga i waenga i te pikinga o ngā manuhiri, te pikinga o ngā hoko, me te uara ota toharite i te wā kotahi.
Mō ngā toa ipurangi anake te whakamātautau?
Kāore rawa. Ko tētahi tikanga rongonui i roto i te hokohoko tuimotu ko te whakatinana i tētahi pūnaha katoa hei whakamātautau i ngā whakapae tuimotu. He tukanga tēnei e whakaiti ana i te mōrearea o te whiriwhiri hē i ngā rōpū mō tētahi whakamātautau, te kimi i te taurite pai i waenga i te maha o ngā toa, te wā whakamātautau, me te rahi o te pānga e aromatawaihia ana. Kei roto hoki ko te whakamahi anō me te whakapai tonu i ngā tikanga tātari-muri mō ngā pānga. He mea tika tēnei tikanga hei whakaiti i te tūponotanga o ngā hua pai teka me ngā pānga ngaro, me te whakanui ake i te aro, nā te mea ahakoa he iti noa te pānga ka tino nui ki te tauine o tētahi pakihi nui. Nō reira, he mea nui kia taea te tautuhi i ngā huringa iti rawa me te whakaiti i ngā mōrearea, tae atu ki te whakatau hē mō ngā hua whakamātautau.
Hokohoko, Raraunga Nui, me ngā Akoranga Take o te Ao Tūturu
I te tau kua hipa, i arotakehia e ngā tohunga o te X5 Retail Group ngā au o ngā hoko mō ngā hua tino rongonui i waenga i ngā kaiwhaiwhai o te Ipu o te Ao 2018. Ahakoa kāore he ohorere, he mea whakamere tonu ngā tatauranga.
Hei tauira, ko te wai te "toa hokohoko nama tuatahi." I roto i ngā tāone e manaaki ana i te Ipu o te Ao, i piki ake ngā hoko wai mā te 46% pea, ko Sochi te kaiārahi, ā, i piki ake ngā hoko mā te 87%. I ngā rā whakataetae, ko Saransk te wāhi i piki ake ai ngā hoko mā te 160% ki te whakaritea ki ngā rā noa.
Haunga te wai, i hokona hoki e ngā pā he pia. Mai i te 14 o Hune ki te 15 o Hūrae, i piki ake ngā hoko pia i ngā tāone e manaaki ana i ngā whakataetae mā te toharite o te 31,8%. I arahi anō hoki a Sochi, me te pikinga o ngā hoko pia i reira mā te 64%. Heoi, i St. Petersburg, he iti noa te pikinga—5,6% noa iho. I ngā rā whakataetae, i piki ake hoki ngā hoko pia i Saransk mā te 128%.
I whakahaerehia anō hoki he rangahau mō ētahi atu hua. Mā ngā raraunga i kohia i ngā rā tino kai ka taea te matapae tika ake i te tono ā muri ake nei, me te whai whakaaro ki ngā āhuatanga o te huihuinga. Mā te matapae tika ka taea te matapae i ngā tumanakohanga a te kaihoko.
I te wā whakamātautau, e rua ngā tikanga i whakamahia e te X5 Retail Group:
Ngā tauira raupapa wā hanganga Bayesian me te whakatau tatai rerekētanga tāpiripiri;
Tātari whakahōunga me te aromatawai i te pānga o te tohatoha hapa i mua me te wā o te whakataetae.
He aha atu ngā whakamahinga a te hokohoko mai i te Big Data?
- He maha ngā tikanga me ngā hangarau, engari koinei ētahi o aku whakaaro:
- Matapae tono;
- Te arotau i te whānuitanga o ngā hua;
- Tirohanga rorohiko hei tautuhi i ngā whata kau me te kite i ngā rarangi e tū mai ana;
- Matapae whakatairanga.
Te kore o nga tohungatanga
Kei te piki haere tonu te hiahia mō ngā tohunga Raraunga Nui. I te tau 2018, e whitu ngā pikinga o te maha o ngā tūranga mahi e pā ana ki ngā raraunga nui i whakaritea ki te tau 2015. I te haurua tuatahi o te tau 2019, neke atu i te 65% o te hiahia mō ngā tohunga te hiahia mō te tau 2018 katoa.
He nui ngā kaimahi tātari raraunga nui e hiahiatia ana e ngā kamupene nunui. Hei tauira, i te Mail.ru Group, e hiahiatia ana rātou mō ngā kaupapa katoa e tukatuka ana i ngā raraunga tuhinga, i ngā ihirangi rongorau, me te whakahiato me te tātari kōrero (ko ngā ratonga kapua te nuinga, ko ngā whatunga pāpori, ko ngā kēmu, me ētahi atu). Kua toru te pikinga o ngā tūranga wātea o te kamupene i roto i ngā tau e rua kua pahure ake nei. I ngā marama tuatahi e waru o tēnei tau, he rite tonu te maha o ngā tohunga raraunga nui i utua e Mail.ru ki te tau katoa o mua. I Ozon, kua toru te pikinga o te tari Pūtaiao Raraunga i roto i ngā tau e rua kua pahure ake nei. Kei te pāngia a Megafon e tētahi āhuatanga ōrite: kua maha ngā pikinga o te tīma e kawenga ana mō te tātari raraunga i roto i ngā tau e rua me te haurua kua pahure ake nei.
Kāore e kore ka nui haere te hiahia mō ngā tohunga Raraunga Nui ā muri ake nei. Nō reira, ki te hiahia koe ki tēnei mara, he mea tika kia whakamātauria.
Source: will.com
