مقدمة في تطبيق إستراتيجية AARRR
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مقدمة في تطبيق إستراتيجية AARRR

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دورة حياة الزبائن: ما هي المعايير الأساسية

دورة حياة الزبائن: ما هي المعايير الأساسية
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مقدمة في تطبيق إستراتيجية AARRR مقدمة في تطبيق إستراتيجية AARRR Presentation Transcript

  • AARRR ‫إﺳﺗراﺗﯾﺟﯾﺔ‬ ‫ﺗطﺑﯾق‬ ‫ﻋن‬ ‫ﻣﻘدﻣﺔ‬ ‫اﻷﺳﺎﺳﯾﺔ‬ ‫اﻟﻣﻌﺎﯾﯾر‬ ‫ھﻲ‬ ‫ﻣﺎ‬ :‫اﻟزﺑﺎﺋن‬ ‫ﺣﯾﺎة‬ ‫دورة‬ .‫وﻗﯾﺎﺳﮭﺎ‬ ‫ﻣﺗﺎﺑﻌﺗﮭﺎ‬ ‫اﻟواﺟب‬ ‫إرﺷﯾد‬ ‫ﻣﺣﻣد‬ ‫إﻟﻛﺗروﻧﻲ‬ ‫ﺗﺳوﯾق‬ ‫ﻣدﯾر‬ ‫إﻟﻛﺗروﻧﻲ‬ ‫ﺑرﯾد‬ | ‫إن‬ ‫ﻟﻧﻛد‬ | ‫ﺗوﯾﺗر‬ | ‫ﺑوك‬ ‫ﻓﯾس‬
  • :‫ﻣﻘدﻣﺔ‬ ‫ﻣرﺣﻠﺔ‬ ‫اي‬ ‫ﻟﻘﯾﺎس‬ Dave McClure ‫ﺑوﺿﻌﮭﺎ‬ ‫ﻗﺎم‬ ‫إﺳﺗراﺗﯾﺟﯾﺔ‬ ‫ھﻲ‬ ‫اﻟزﺑﺎﺋن‬ ‫ﺣﯾﺎة‬ ‫دورة‬ ‫ﻓﻲ‬ AARRR ‫إﺳﺗراﺗﯾﺟﯾﺔ‬ .‫ﺗطﺑﯾﻘﮭﺎ‬ ‫وﻛﯾﻔﯾﺔ‬ ‫اﻟﺻﺣﯾﺣﺔ‬ ‫اﻟﺧطوة‬ ‫ھﻲ‬ ‫ﻣﺎ‬ ‫ﻣﻌرﻓﺔ‬ ‫وﺑﺎﻟﺗﺎﻟﻲ‬ ‫ﻟﻣﺷروﻋك‬ ‫اﻟﻣﺳﺗﺧدﻣﯾن‬ ‫ﺣﯾﺎة‬ ‫دورة‬ ‫ﻓﻲ‬ ‫اﻟﻣﺷﺎرﯾﻊ‬ ‫اﺻﺣﺎب‬ ‫اﻟﻛﺛﯾر‬ ‫ان‬ ‫وﺟدت‬ ‫اﻧﻧﻲ‬ ‫ﺣﯾث‬ ‫اﻟﻌرﺑﯾﺔ‬ ‫ﺑﺎﻟﻠﻐﺔ‬ ‫ﻣﺑﺳط‬ ‫ﺑﺷﻛل‬ ‫اﻹﺳﺗراﺗﯾﺟﯾﺔ‬ ‫ھذه‬ ‫ﺑﺷرح‬ ‫ھﻧﺎ‬ ‫اﻗوم‬ ‫ﺳوف‬ .ً‫ﺎ‬‫ﻣطﻠﻘ‬ ‫اﻹﺳﺗراﺗﯾﺟﯾﺔ‬ ‫ھذه‬ ‫ﻋن‬ ‫ﯾﺳﻣﻌوا‬ ‫ﻟم‬ ‫اﻟﻌرب‬
  • AARRR ‫ﺗﻌﻧﻲ‬ ‫ﻣﺎذا‬ :‫اﻟﺗﺎﻟﯾﺔ‬ ‫اﻟﻛﻠﻣﺎت‬ ‫ﻣن‬ ‫اﻷوﻟﻰ‬ ‫اﻷﺣرف‬ ‫ھﻲ‬ AARRRِ Acquisition Activation Retention Revenue Referral
  • AARRR ‫ﺗﻌﻧﻲ‬ ‫ﻣﺎذا‬ :‫اﻟﺗﺎﻟﻲ‬ ‫ﺗﻌﻧﻲ‬ ‫واﻟﺗﻲ‬ ‫اﻹﺣﺎﻟﺔ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻌﺎﺋد‬ ‫اﻹﺳﺗﺛﻣﺎر‬ (‫)اﻹﯾرادات‬ ‫إﺳﺗﺧدام‬ ‫ﺗﻛرار‬ ‫ﻣﻊ‬ ‫اﻟﺗﻔﺎﻋل‬ ‫اﻟﻣﻧﺗﺞ‬ ‫اﻟﺧدﻣﺔ‬ ‫اﻟزوار‬ ‫ﺗﺣوﯾل‬ ‫زﺑﺎﺋن‬ ‫اﻟﻰ‬ ‫ﻣﺳﺗﺧدﻣﯾن‬ ‫اﻟزوار‬ ‫إﻛﺗﺳﺎب‬ << ‫ﺣدى‬ ‫ﻋﻠﻰ‬ ‫ﻣﻧﮭﺎ‬ ‫واﺣده‬ ‫ﻛل‬ ‫ﺑﺷرح‬ ‫اﻵن‬ ‫أﻗوم‬ ‫ﺳوف‬
  • AARRR ‫إﺳﺗراﺗﯾﺟﯾﺔ‬ ‫إﻛﺗﺳﺎب‬ ‫اﻟزوار‬ ‫ﻟزﺑﺎﺋن‬ ‫اﻟزوار‬ ‫ﺗﺣوﯾل‬ ‫ﺗﻛرار‬ ،‫اﻹﺳﺗﺧدام‬ ‫ﺗﻛرار‬ ‫طﻠب‬ ‫او‬ ‫اﻟﺷراء‬ ‫ﻋﻣﻠﯾﺔ‬ ‫اﻟﺧدﻣﺔ‬ ‫ﻋن‬ ‫زﺑﺎﺋن‬ :‫اﻹﺣﺎﻟﺔ‬ ‫آﺧرﯾن‬ ‫زﺑﺎﺋن‬ ‫طرﯾق‬ ‫ﺑﯾﻊ‬ ،‫اﻟﺧدﻣﺔ‬ ‫)طﻠب‬ ‫اﻹﺳﺗﺛﻣﺎر‬ ‫ﻋﻠﻰ‬ ‫اﻟﻌﺎﺋد‬ (‫اﻟﺳﻠﻌﺔ‬
  • (‫ﻣوﻗﻌك‬ ‫ﻟﺧدﻣﺗك‬ ‫إﻧﺗﺑﺎھﮭم‬ ‫ﺑﻠﻔت‬ ‫ﻗﻣت‬ :‫اﻟزوار‬ ‫)إﻛﺗﺳﺎب‬ Acquisition ‫اﻟﻰ‬ ‫اﻟزاﺋر‬ ‫دﺧول‬ ‫ﻗﺑل‬ ‫ﺣﺗﻰ‬ ‫ﻗﯾﺎﺳﮭﺎ‬ ‫وﯾﺗم‬ ،‫ﻣوﻗﻌك‬ ‫ﻓﻲ‬ ‫اﻟرﺋﯾﺳﯾﺔ‬ ‫اﻟﺻﻔﺣﺔ‬ ‫اﻟﻰ‬ ‫اﻟزاﺋر‬ ‫وﺻول‬ ‫ﻣﻧذ‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﺗﺑدأ‬ ‫إﻋﻼﻧﺎت‬ ‫ﻓﯾدﯾو؟‬ ‫ﺑﺣث؟‬ ‫ﻣﺣرك‬ ‫اﻹﺟﺗﻣﺎﻋﯾﺔ؟‬ ‫اﻟﺷﺑﻛﺎت‬ ‫طرﯾق‬ ‫ﻋن‬ ‫ھﻲ‬ ‫)ھل‬ ‫وﺳﯾﻠﺔ‬ ‫أي‬ ‫ﻋﺑر‬ ‫اﺗﻰ؟‬ ‫اﯾن‬ ‫ﻣن‬ ،‫اﻟﻣوﻗﻊ‬ ‫اﺧرى‬ ‫إﻟﻰ‬ ‫ﺻﻔﺣﺔ‬ ‫ﻣن‬ ‫اﻹﻧﺗﻘﺎل‬ ،‫ﺻﻔﺣﺔ‬ ‫ﻛل‬ ‫داﺧل‬ ‫اﻟوﻗت‬ ‫ﻣﺗوﺳط‬ ،‫ﺑﺎﻟﺗﺻﻔﺢ‬ ‫ﻗﺎم‬ ‫اﻟﺻﻔﺣﺎت‬ ‫أي‬ .‫اﻟﺦ‬ …‫ﻣطﺑوﻋﺔ؟‬ ‫ﻻ‬ ،‫ﻣﻧﺗﺟك‬ ‫او‬ ‫ﻟﺧدﻣﺗك‬ ‫اﻹﻛﺗﺷﺎف‬ ‫ﻣرﺣﻠﺔ‬ ‫ﻓﻲ‬ ‫زاﺋر‬ ‫ھو‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬ ‫اﻟزاﺋر‬ ‫ﯾﻌﺗﺑر‬ ‫ﻋﺎم‬ ‫ﺑﺷﻛل‬ ،‫اﻟﻣوﻗﻊ‬ ‫داﺧل‬ .‫اﻟﺻدﻓﺔ‬ ‫طرﯾق‬ ‫ﻋن‬ ‫ﻋن‬ ‫او‬ ‫ﺧﺎرﺟﻲ‬ ‫ﻋﺎﻣل‬ ‫طرﯾق‬ ‫ﻋن‬ ‫ﻣوﻗﻌك‬ ‫اﻟﻰ‬ ‫ﺑﺎﻟدﺧول‬ ‫ﻗﺎم‬ ،‫ﻋﻧﮭﺎ‬ ‫اﻟﻛﺛﯾر‬ ‫ﯾﻌرف‬ ‫اﻟرﺋﯾﺳﯾﺔ‬ ‫اﻟﺻﻔﺣﺔ‬ ‫ﻣن‬ ‫ﺑﺎﻹﻧﺗﻘﺎل‬ ‫ﻗﺎم‬ ‫ھل‬ ،‫اﻟﻣوﻗﻊ‬ ‫داﺧل‬ ‫اﻟﺗﺻﻔﺢ‬ ‫ﻣﺗﺎﺑﻌﺔ‬ ‫طرﯾق‬ ‫ﻋن‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬ ‫اﻟﻧﺟﺎح‬ ‫ﻗﯾﺎس‬ ‫وﯾﺗم‬ ‫اﻟذﯾن‬ ‫اﻟزوار‬ ‫ﻋدد‬ ‫ﺗﺣدﯾد‬ ‫ﯾﻣﻛﻧك‬ ‫اﻟﻣﺗﺎﺑﻌﺔ‬ ‫ھذه‬ ‫طرﯾق‬ ‫ﻋن‬ ‫ﻣﺛﻼ؟‬ ‫اﻟﺗﺳﺟﯾل‬ ‫ﺻﻔﺣﺔ‬ ‫اﻟﻰ‬ ‫دﺧل‬ ‫ھل‬ ‫اﺧرى؟‬ ‫ﺻﻔﺣﺔ‬ ‫اﻟﻰ‬ .‫ﻣﺣﺗﻣﻠﯾن‬ ‫ﻣﺳﺗﺧدﻣﯾن‬ ‫زﺑﺎﺋن‬ ‫اﻟﻰ‬ (‫ﻣﮭﺗﻣﯾن‬ ‫ﻏﯾر‬ ‫)ﻣﺗﺻﻔﺣﯾن‬ ‫ﻋﺎدﯾﯾن‬ ‫زوار‬ ‫ﻣن‬ ‫ﯾﺗﺣوﻟوا‬ ‫ان‬ ‫ﯾﺣﺗﻣل‬ .‫ﻣوﻗﻌك‬ ‫داﺧل‬ ‫اﻟزوار‬ ‫وﺗﺻﻔﺢ‬ ‫ﻧﺷﺎط‬ ‫ﻟﻣراﻗﺑﺔ‬ Google Analytics ‫أداة‬ ‫إﺳﺗﺧدام‬ ‫ﯾﻣﻛﻧك‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬
  • (‫ﻣﺳﺗﺧدﻣﯾن‬ ‫زﺑﺎﺋن‬ ‫اﻟﻰ‬ ‫اﻟزوار‬ ‫)ﺗﺣوﯾل‬ Activation ‫أﻋﺿﺎء‬ ‫ﻣﺣﺗﻣﻠﯾن‬ ‫زﺑﺎﺋن‬ ‫اﻟﻰ‬ ً‫ﺎ‬‫ﻣﺳﺑﻘ‬ ‫ﻋﻧدھم‬ ‫ﺗﻛﻠﻣﻧﺎ‬ ‫اﻟذﯾن‬ ‫اﻟﻌﺎدﯾﯾن‬ ‫اﻟزوار‬ ‫ﺗﺣوﯾل‬ ‫اﺳﺎﺳﻲ‬ ‫ﺑﺷﻛل‬ ‫ﺗﺷﻣل‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ،‫ّﺎل‬‫ﻌ‬‫ﻓ‬ ‫ﻋﺿو‬ ‫اﺻﺑﺢ‬ ‫وﺑﻌدھﺎ‬ ،‫ﺑﺎﻟﺗﺳﺟﯾل‬ ‫وﻗﺎم‬ ‫اﻟﺗﺳﺟﯾل‬ ‫ﺻﻔﺣﺔ‬ ‫اﻟﻰ‬ ‫ودﺧل‬ ‫اﻟﻣوﻗﻊ‬ ‫ﺑﺗﺻﻔﺢ‬ ‫ﻗﺎم‬ ‫ﻣن‬ ‫ﻣﺛﻼ‬ ،‫ﻣوﻗﻌك‬ ‫داﺧل‬ .‫ﻣوﻗﻌك‬ ‫ﻓﻲ‬ ‫ّﺎل‬‫ﻌ‬‫اﻟﻔ‬ ‫اﻟﻌﺿو‬ ‫ھو‬ ‫ﻣن‬ ‫ﺑﺗﺣدﯾد‬ ‫ﺗﻘوم‬ ‫ﻣن‬ ‫ﻓﺄﻧت‬ ،‫طرﯾﻘﺔ‬ ‫ﻣن‬ ‫أﻛﺛر‬ ‫ﻋﻠﻰ‬ ‫ﯾﻌﺗﻣد‬ ‫اﻟﻌﺿو‬ ‫ﻓﻌﺎﻟﯾﺔ‬ ‫ﻗﯾﺎس‬ ‫طﺑﻌﺎ‬ ‫ھذه‬ ‫ﻓﻲ‬ ‫أﻛﺛر‬ ‫ﻣﻔﺻﻠﺔ‬ ‫ﺑﺑﯾﺎﻧﺎت‬ ‫ﺑﺗزوﯾدك‬ ‫ﺗﻘوم‬ ‫اﻧﮭﺎ‬ ‫ﺣﯾث‬ Kissmetrics ‫أداة‬ ‫إﺳﺗﺧدام‬ ‫ﯾﻣﻛﻧك‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬ Google Analytics ‫ﻣن‬ ‫اﻟﻣﺗﺎﺑﻌﺔ‬ ‫ﻣن‬ ‫اﻟﻣرﺣﻠﺔ‬
  • (‫ﻣﺎ‬ ‫ﻋﻣل‬ ‫ﺗﻧﻔﯾذ‬ ‫ﺗﻛرارﯾﺔ‬ ،‫اﻹﺳﺗﺧدام‬ ‫ﺗﻛرارﯾﺔ‬ :‫)اﻟﺗﻛرارﯾﺔ‬ Retention ‫ﻛﻣﺎ‬ ‫ﺗﺣدﯾدھﺎ‬ ‫وﯾﻣﻛﻧك‬ ،‫اﺧرى‬ ‫ﻣرة‬ ‫اﻟﺧدﻣﺔ‬ ‫طﻠب‬ ‫اﻟﻣوﻗﻊ‬ ‫اﻟﻰ‬ ‫اﺧرى‬ ‫ﻣرة‬ ‫اﻟﻣﺳﺗﺧدم‬ ‫ﻋودة‬ ‫ﺣول‬ ‫اﺳﺎﺳﻲ‬ ‫ﺑﺷﻛل‬ ‫ﺗﺗﻣﺣور‬ ‫ﻣوﻗﻌك‬ ‫ﻣن‬ ‫اﺳﺑوع‬ ‫ﻛل‬ ‫ﻣﻘﺎﻟﺔ‬ ‫ﻗراءة‬ ‫او‬ ،‫اﻟﻣرﺣﻠﺔ‬ ‫ﻟﮭذه‬ ‫ﻧﺟﺎح‬ ‫ھو‬ ‫ﺷﮭر‬ ‫ﻛل‬ ‫ﻣﻧﺗﺟﺎت‬ ٣ ‫ﺷراء‬ ‫إﻋﺗﺑﺎر‬ ‫ﯾﻣﻛﻧك‬ ‫ﻣﺛﻼ‬ ،‫ﺗﺷﺎء‬ .‫وﻣﺷﺎرﻛﺗﮭﺎ‬ ‫ﻣﻧﺗﺞ‬ ‫ﺑﺑﻧﺎء‬ ‫ﻗﻣت‬ ‫ھل‬ .‫ﻣﻧﺗﺟك‬ ‫ﺧدﻣﺗك‬ ‫ﻋﻠﻰ‬ ‫اﻟطﻠب‬ ‫ﻗﯾﺎس‬ ‫ﻓﻲ‬ ‫ﯾﺳﺎﻋدك‬ ‫ﻓﮭو‬ ً‫ا‬‫ﺟد‬ ‫ﻣﮭم‬ ‫وﻗﯾﺎﺳﮭﺎ‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬ ‫اﻟﻧﺟﺎح‬ ‫ﻣطﻠوﺑﺔ؟‬ ‫ﺧدﻣﺔ‬ ‫او‬ ‫ﻣﻧﺗﺞ‬ ‫ﺑﺑﯾﻊ‬ ‫ﺗﻘوم‬ ‫ھل‬ ‫او‬
  • (‫اﻟﻣﻧﺗﺞ‬ ‫ﺷراء‬ ‫اﻟﺧدﻣﺔ‬ ‫طﻠب‬ ‫ﻣرات‬ ‫ﻋدد‬ :‫)اﻹﯾرادات‬ Revenue ‫ھذه‬ ‫ﻓﻲ‬ ‫واﻟﻧﺟﺎح‬ .‫اﻟﻣﻧﺗﺟﺎت‬ ‫ﺷراء‬ ،‫اﻟﺧدﻣﺎت‬ ‫طﻠب‬ ‫ﻋﻠﻰ‬ ‫اﻟﻣﺎدي‬ ‫اﻟﻌﺎﺋد‬ ،‫اﻹﺳﺗﺛﻣﺎر‬ ‫ﻋﻠﻰ‬ ‫اﻟﻌﺎﺋد‬ ‫ﺗﻘﯾس‬ ‫اﻟﻣرﺣﻠﺔ‬ ‫ھذه‬ ‫ﻓﻲ‬ .‫اﻟﻣﻧﺗﺞ‬ ‫ﺷراء‬ ‫ﻣرات‬ ‫ﻋدد‬ ،‫اﻟﺧدﻣﺔ‬ ‫ﻋﻠﻰ‬ ‫اﻟطﻠﺑﺎت‬ ‫ﻋدد‬ ‫ﻋﻠﻰ‬ ‫ﯾﻌﺗﻣد‬ ‫اﻟﻣرﺣﻠﺔ‬
  • (‫ﯾﺗم‬ ‫وﻛﯾف‬ ‫آﺧر؟‬ ‫زﺑون‬ ‫طرﯾق‬ ‫ﻋن‬ ‫زﺑون‬ ‫ﺑﺈﻛﺗﺳﺎب‬ ‫ﻗﻣت‬ ‫ھل‬ :‫)اﻹﺣﺎﻟﺔ‬ Referral ‫اﻟﻣﺷﺎرﻛﺔ‬ ‫ھذه‬ ‫ادت‬ ‫وﺑﺎﻟﺗﺎﻟﻲ‬ ‫ﺧدﻣﺗك‬ ‫ﺑﻣﺷﺎرﻛﺔ‬ ‫ﻗﺎم‬ ‫ﻣﺳﺗﺧدم‬ ‫ﻛم‬ ‫ﻣﺛﻼ‬ ،‫اﻟزوار‬ ‫إﺳﺗﻘطﺎب‬ ‫ﻣن‬ ‫ﻣﺗطورة‬ ‫ﻣرﺣﻠﺔ‬ ‫ﺗﻌﺗﺑر‬ ١٠ ‫ﺑﺟذب‬ ‫اﻟﻣﺳﺗﺧدم‬ ‫ﯾﻘوم‬ ‫ان‬ ‫ﻣﻘﺎﺑل‬ ‫ﻣﺟﺎﻧﻲ‬ ‫ﺑﺷﻛل‬ ‫اﺳﺑوع‬ ‫ﻟﻣدة‬ ‫ﺧدﻣﺗك‬ ‫ﺑﻌرض‬ ‫ﻗﻣت‬ ‫ھل‬ ‫او‬ ‫ﺟدد؟‬ ‫ﻣﺳﺗﺧدﻣﯾن‬ ‫ﻟﺟذب‬ ‫ﻣن‬ ‫اﻟﻌدﯾد‬ ‫ھﻧﺎﻟك‬ ‫اﻹﺟﺗﻣﺎﻋﯾﺔ؟‬ ‫اﻟﺷﺑﻛﺎت‬ ‫ﻋﺑر‬ ‫ﻣﻘﺎﻻﺗك‬ ‫ﻟﻣﺷﺎرﻛﺔ‬ ‫ازرار‬ ‫ﺑوﺿﻊ‬ ‫ﻗﻣت‬ ‫ھل‬ ‫ﻟﺧدﻣﺗك؟‬ ‫آﺧرﯾن‬ ‫ﻣﺳﺗﺧدﻣﯾن‬ .‫ّﺎﻟﯾن‬‫ﻌ‬‫ﻓ‬ ‫زﺑﺎﺋن‬ ‫طرﯾق‬ ‫ﻋن‬ ‫ﻣﺣﺗﻣﻠﯾن‬ ‫زﺑﺎﺋن‬ ‫ﻹﺳﺗﻘطﺎب‬ ‫اﻟذﻛﯾﺔ‬ ‫واﻟطرق‬ ‫اﻟﺣﯾل‬
  • ً‫ا‬‫ﺷﻛر‬ ً‫ﺎ‬‫ﻗرﯾﺑ‬ ‫أﻣﺛﻠﮫ‬ ‫ﻋدة‬ ‫ﺟﻠب‬ ‫ﻣﻊ‬ ‫أﻛﺛر‬ ‫ﻣﻔﺻل‬ ‫ﺑﺷﻛل‬ ‫اﻟﻣراﺣل‬ ‫ھذه‬ ‫ﻣن‬ ‫ﻣرﺣﻠﺔ‬ ‫ﻛل‬ ‫ﺑﺷرح‬ ‫أﻗوم‬ ‫ﺳوف‬ ،‫ﻓﻘط‬ ‫ﻣﻘدﻣﺔ‬ ‫ھذه‬ ‫ﻛﺎﻧت‬ .‫ﷲ‬ ‫ﺷﺎء‬ ‫إن‬