{"id":2240,"date":"2019-12-05T06:20:08","date_gmt":"2019-12-05T05:20:08","guid":{"rendered":"https:\/\/bcoaching.online\/srpski\/?p=1098"},"modified":"2020-03-05T11:49:28","modified_gmt":"2020-03-05T10:49:28","slug":"pazljivo-birajte-sta-cete-da-merite","status":"publish","type":"post","link":"https:\/\/bcoaching.online\/sr\/pazljivo-birajte-sta-cete-da-merite\/","title":{"rendered":"Pa\u017eljivo birajte \u0161ta \u0107ete da merite"},"content":{"rendered":"

Ovaj \u010dlanak je prvobitno objavljen na sajtu Lean Startup blog.<\/a><\/em><\/p>\n

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Od\u00a0Lean Startup Co. Education Program<\/a><\/p>\n<\/div>\n<\/header>\n

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U \u010detvrtak, 26. jula 2018.godine, Facebook je postavio sumnjiv rekord: Vrednost njihovih akcija pala je za 19% izbrisav\u0161i 119 milijardi dolara tr\u017ei\u0161ne vrednosti – \u0161to je najvec\u0301i gubitak tr\u017ei\u0161ne kapice u jednom danu ikad za bilo koje javno preduzec\u0301e. Li\u010dni gubitak Marka Zuckerberga iznosio je 16 milijardi dolara. Skoro u isto vreme, Amazon je objavio kvartalni profit u iznosu od 2,5 milijardi dolara, povec\u0301av\u0161i tako svoje zalihe preko 4%, po\u0161to je njihova tr\u017ei\u0161na procena dostigla blizu tri biliona dolara. Jeff Bezos daleko je najbogatiji \u010dovek na svetu sa li\u010dnom mre\u017eom vrednijom od 140 milijardi dolara.<\/div>\n<\/section>\n<\/div>\n

Po mom nestru\u010dnom mi\u0161ljenju, mislim da je tr\u017ei\u0161te mo\u017eda preterano reagovalo na nedavne probleme Facebooka. Kako je re\u010deno, kontrast Amazonove i Facebookove srec\u0301e osvestio nas je da optimizacija unutra\u0161njih metrika koje nisu u vrednosti kupca mo\u017ee na kraju da vas ugrize.<\/p>\n

\u201e… optimizacija unutra\u0161njih metrika koje se ne ti\u010du vrednosti kupca mo\u017ee vas na kraju ugristi.\u201c <\/strong><\/p>\n

Iako su finansijske metrike (rast prihoda i profita) krajnji pokazatelj rezultata za kompanije kojima se trguje na javnom tr\u017ei\u0161tu, investitori i zaposleni \u010desto gledaju druge metrike za procenu performansi.Pre svega, mnoge kompanije su postigle stratosferske procene, a nisu uspele da zarade. U stvari, Amazon je jedva uspostavio \u0161a\u010dicu profitabilnih kvartova u svoje prve dve decenije. Zatim, Drugo, finansijski pokazatelji imaju tendenciju da se koriste nakon \u010dinjenice i uglavnom nisu pogodni za upravljanje organizacijom u stvarnom vremenu – to je nalik poku\u0161aju kretanja automobilom prema napred samo gledanjem u retrovizor.<\/p>\n

Facebook je izgradio sjajan posao nagomilavanjem jedne od najvec\u0301ih korisni\u010dkih baza u istoriji. Va\u017ena metri\u010dka Facebook numera su mese\u010dno aktivni korisnici (oni koji su se prijavili na Facebook tokom poslednjih 30 dana). Od drugog tromese\u010dja 2018. godine Facebook je imao zapanjujuc\u0301ih 2,23 milijarde MAU, \u0161to ga \u010dini daleko najpopularnijom dru\u0161tvenom mre\u017eom u svetu.<\/p>\n

Ako odemo jo\u0161 malo dublje, shvati\u0107emo da samo prijavljivanje korisnika ne donosi Facebook-u novac. Ekonomski pokreta\u010d kompanije Facebook se sastoji od oglasa koji zahtevaju od korisnika da provedu dosta vremena na platformi. Facebook nije u skorije vreme otkrivao koliko vremena provode korisnici na njemu, ali prethodne procene nala\u017eu da prose\u010dni mese\u010dni korisnik provede 27 minuta dnevno, a prose\u010dni dnevni korisnik preko 40 minuta dnevno. Ima smisla da broj aktivnih korisnika i prose\u010dno vreme provedeno na platformi budu interna metrika \u010diji napredak Facebook \u017eeli da isprati.<\/p>\n

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Dalje, ono \u0161to Facebook reklame \u010dine izuzetno efektivnim je to \u0161to mogu da targetiraju dobru publiku. Da bi targetiranje uspelo, Facebook koristi 98 li\u010dnih podataka o korisnicima, uklju\u010duju\u0107i godine, pol, etnicitet i prihode. Ono \u0161to tako\u0111e sledi je da bi trebalo pratiti i prose\u010dni broj podataka po korisniku.<\/p>\n

Izjava o altruisti\u010dkoj misiji Facebooka je \u201eDati ljudima moc\u0301 da grade zajednicu i zbli\u017eavaju svet.\u201c Ali kada razmislite o prirodi njihovog ekonomskog pokreta\u010da i njihovim internim metrikama, dobijate sliku o tome kako se napredak Facebooka mo\u017ee vr\u0161iti vi\u0161enamenski u skladu sa interesima njegovih korisnika.<\/p>\n

Da li je zaista dobro da korisnici toliko svog dana provode na platformi dru\u0161tvenih mre\u017ea? Firma Mixpanel za prac\u0301enje podataka \u010dak je izmislila metriku zavisnosti unutra\u0161njeg zvuka kao efikasniju alternativu MAU-u i DAU-u, koje nazivaju \u201csrodne metrike\u201d. Kako se ose\u0107ate povodom saznanja da firma poku\u0161ava da dodatno poja\u010da va\u0161u zavisnost od njihovog proizvoda?<\/p>\n

Kako se ose\u0107ate povodom saznanja da firma poku\u0161ava da dodatno poja\u010da va\u0161u zavisnost od njihovog proizvoda?<\/strong><\/p>\n

Tako\u0111e, da li je zaista u najboljem interesu korisnika da se njihovi Facebook podaci koriste kako bi pomogli ogla\u0161iva\u010dima da ih ciljaju? Da li dobijanje zaista dobrog iskopavanja podataka o kupcima neguje kulturu u kojoj se podaci mogu nehotice prodati lo\u0161im akterima poput Cambridge Analytice?<\/p>\n

A da li Facebook zaista zbli\u017eava svet prilikom optimizacije feedova vesti za prose\u010dno vreme provedeno na platformi, mo\u017ee tako\u0111e zna\u010diti samo prikazivanje ljudima s kojima se verovatno sla\u017eu i dr\u017eanje korisnika u odgovarajuc\u0301im mehuric\u0301ima?<\/p>\n

Pogledajmo unutra\u0161nje metrike kompanije Amazon. Amazonov pristup je ukorenjen u filozofiju da kada kupci pobede, Amazon kao kompanija pobe\u0111uje. Izjava o njihovoj viziji je: \u201eDa budu kompanija koja je u zemlji najusmerenija na kupce, gde kupci mogu da prona\u0111u i otkriju sve \u0161to bi mogli da kupuju putem interneta.\u201c U tu svrhu, definisali su svoje prve tri metrike: nude \u0161iri izbor, ni\u017ee cene i brzu, pouzdanu dostava.<\/strong><\/p>\n

Kroz \u201e\u0161iri izbor\u201c, Amazon nastoji da ponudi kupcima moguc\u0301nost kupovine gotovo svega \u0161to mogu zamisliti na svojoj platformi. Prvi slogan Amazona bio je \u201enajvec\u0301a knji\u017eara na Zemlji.\u201c Premotajmo nekoliko decenija i Amazon je najvec\u0301i prodavac na svetu koji preuzima sve kategorije proizvoda i usluga u njihovom dometu.<\/p>\n

Kroz \u201cni\u017ee cene\u201d, Amazon se osigurava da mu\u0161terije ne\u0107e prona\u0107i stvari po jeftinijoj ceni. Amazon je neumoran u ovoj potrazi i pionirima cena koje se zasnivaju na botovima pre vi\u0161e od decenije, gde puze po veb lokacijama konkurenata kako bi obezbedili da uvek imaju najni\u017eu cenu kada su u pitanju popularni artikli.<\/p>\n

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Kroz \u201cbrzu i pouzdanu dostavu\u201d, Amazon se trudi da proizvode dostavi svojim kupcima \u0161to pre je to mogu\u0107e. Amazon uveliko poku\u0161ava da popravi ovu metriku kroz niz uzastopnih inovacija: unapre\u0111enje efikasnih centara, postavljanje magacina u velikim gradskim oblastima i nudec\u0301i isti dan isporuke u mestima kao \u0161to je London. Nisam ba\u0161 siguran koliko bi trebalo da se oslonimo na interesovanje Amazona za isporuku dronova, mada ne bih ni to u potpunosti otpisao.<\/p>\n

U prac\u0301enju mernih podataka u kojima kupci pobe\u0111uju, Amazon nije imao kao Facebook problem gde ostvareni napredak (meren internim metrima) tako\u0111e uzrokuje pona\u0161anje kompanije koje deluje protiv interesa klijenata.<\/p>\n

Ovo naravno ne \u010dini Amazon savr\u0161enim. Barem ne zadugo. Njihova neumorna usredsre\u0111enost na kupce \u010desto je nailazila na sna\u017ene tro\u0161kove dobavlja\u010da i prodavaca trec\u0301ih strana. Amazon je tako\u0111e dramati\u010dno promenio krajolik maloprodaje gde su robne kuc\u0301e izgubile 448.000 radnih mesta u poslednjih 15 godina. Da bi bio dobar korporativni gra\u0111anin, Amazon c\u0301e morati da razmi\u0161lja o svom dru\u0161tvenom uticaju i o tome kako uti\u010de na sve svoje zainteresovane strane, a ne samo na kupce.<\/p>\n

Dobra vest je da je Facebook svestan egzistencijalnih pitanja koja su zbunjivala tr\u017ei\u0161te i \u010dini korake ka njihovom re\u0161avanju. Na primer, shvatili su da to da korisnici provode \u0161to vi\u0161e vremena na platformi i nije ba\u0161 dobro za njih, po\u010deli su da eksperimenti\u0161u nekim alatima da i korisnici mogu da kontroli\u0161u svoju upotrebu. Facebook je tako\u0111e i o\u010distio nered u Cambridge Analytici tako \u0161to je nametao ja\u010da ograni\u010denja pristupa tre\u0107ih strana podacima korisnika. Izazov Facebooka kako bi napredovao je da prona\u0111e na\u010din da zadovolji interese korisnika, a da u isto vreme hrani svoj ekonomski pokreta\u010d.<\/p>\n

Dok izmi\u0161ljamo interne metrike za sopstvene poduhvate, mo\u017eemo da iskoristimo ovu lekciju sa Amazona i Facebooka: Optimizacija za metrike koje se ne poklapaju sa interesovanjima va\u0161ih korisnika na kraju vas mo\u017ee dovesti u situaciju da va\u0161e prakse ne odgovaraju va\u0161im korisnicima, kao ni va\u0161oj misiji. Pa\u017eljivo birajte \u0161ta \u0107ete da merite. Mo\u017eda jednostavno postanete dobri u tome.<\/strong><\/p>\n

Hvala Hughu Molotsi-u za doprinos ovom delu. U svojoj narednoj knjizi Jeff Zias i Hugh pi\u0161u o tome kako kompanije mogu da pokrenu rast osna\u017eujuc\u0301i zaposlene da rade na svojim sopstvenim idejama.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ovaj \u010dlanak je prvobitno objavljen na sajtu Lean Startup blog. Od\u00a0Lean Startup Co. Education Program U \u010detvrtak, 26. jula 2018.godine, Facebook je postavio sumnjiv rekord: Vrednost njihovih akcija pala je za 19% izbrisav\u0161i 119 milijardi […]<\/a><\/p>\n<\/div>","protected":false},"author":135,"featured_media":1101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47,28,60],"tags":[],"class_list":["post-2240","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lean-startup-sr","category-online-izdanje","category-primenjeni-biznis"],"yoast_head":"\nPa\u017eljivo birajte \u0161ta \u0107ete da merite - BCoaching<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bcoaching.online\/sr\/pazljivo-birajte-sta-cete-da-merite\/\" \/>\n<meta property=\"og:locale\" content=\"sr_RS\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pa\u017eljivo birajte \u0161ta \u0107ete da merite - BCoaching\" \/>\n<meta property=\"og:description\" content=\"Ovaj \u010dlanak je prvobitno objavljen na sajtu Lean Startup blog. 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