豆知識
公開日:2017.10.11

ビジネスに求められるPDCAサイクル

ビジネスにとって、PDCAサイクルは重要です。

実際、トヨタ自動車は、PDCAサイクルを徹底し、着実に無駄を省いた生産性を築いたことから成功している言われています。「ムリ・ムダ・ムラ」を排除し、コストを下げて生産効率を上げていく。トップだけでなく、現場の社員まで一人一人が意識し、PDCAサイクルを少しずつ回し続けるということで、世界一の自動車メーカーになったのです。

PDCAとは、「Plan 」「Do 」「Check 」「Action」の略で、このサイクルを回して、業務の効率化や品質を向上していくというもの。重要だと分かっていると思いますが、実際にこのPDCAサイクルをしっかり回せているでしょうか?

 

Plan=計画・・・目標を設定し、その目標を達成するにはどうするか仮説、計画を立てる。

Do=実行・・・立てた計画に基づいて、実行する。

Check=分析・検証・・・目標が達成できているか検証する。

Action=改善・・・分析の結果によって問題を洗い出し、解決策を練る。

 

スクリーンショット 2017-10-10 19.43.46

 

どんな業種、どんな規模、どんな人にも有効なPDCAサイクルですが、業種や状況、立場によって、具体的内容は変わってきます。簡単に言うと、テストを繰り返し、失敗したり結果が良くなかった場合、次はどうすれば良いのか、どうすれば成功するかを考えていくというものですね。よく考えると、PDCAサイクルとは「失敗は成功のもと」とも言えます。どんなビジネスも最初からうまくいくことは難しいと思いますが、同じ失敗を繰り返さないように、次はどういう施策をしていくかということが成功へ繋がるものです。

PDCAサイクルは、勉強にも日常生活にも当てはめることができます。学校のテストの点数など数値で表せるものは、特にPDCAサイクルが回しやすいと思います。計画して勉強した結果、思ったような点数を取れないこともあります。その結果をそのままにしておいては次も良い点数は取れません。なぜその点数しか取れなかったのか、どこが間違っていたのかを分析して自分の得意、苦手な部分をまず把握する。そして、その分析結果を元に仮説を立てたり改めて学習計画を立てて、次のテストに向けて勉強することが必要です。

そもそもしっかりとした計画や仮設を立てずに見切り発車というのは問題外ですが、計画を立てたとしても、その大半は、「Plan」と「Do」の繰り返しになり、問題点に気づかないまま悪い状況を続けていることも多いのが現状です。

・計画を立てて実行したが、結果が出なかった。
・やるべきことをこなすのが精一杯。

この時点で終わっていませんか?もちろん、見極めは大事ですが、まずはその結果を分析しないと見極めもできません。

 

また、PDCAサイクルはリスティング広告においては、成果を上げ続けるためにとても重要なものです。リスティング広告において、具体的なPDCAの内容について見てみましょう。

 

Plan=計画

市場調査や自社分析から目標を立てます。目標を達成するための仮説を立て、具体的にどのような施策をするべきかを検討します。

・目標売上額、獲得件数などの設定
・ターゲット設定
・競合の調査
・アカウント構造設計
・予算の決定
・キーワード想定
・広告文作成
・リンク先 URL

 

Do=実行

立てた計画に基づいて、実際にアカウントに落とし込みます。ターゲットをしっかり想定しながら設定、運用していきます。

・運用
・入札単価調整
・キーワードの作成
・バナーのブラッシュアップ
・広告のABテスト

 

Check=分析・検証

目標が達成できているか実際の数字から分析します。ユーザーの反応を見て、効果の出ているポイントと効果が悪いポイントを把握します。

・費用対効果が合っているか?
・広告効果の確認
・キーワードの効果の確認
・予算の消化
・ターゲットに合っているか?
・過去データとの比較
・競合の動向
・マーケットの動向
・トレンド
・アクセス数

 

Action=改善

分析の結果によって問題を洗い出します。効果の悪い部分を改善し、良い部分はさらに伸ばしていくように改善していきます。分析結果によっては、当初の目標や計画を立て直すことも必要です。

・アカウント構造の改善
・入札価格の見直し
・キーワードの追加・除外
・広告文の追加・除外
・予算の見直し
・月、年間の計画見直し

 

PDCAサイクルを回していくことで、改善点が明確になり、スムーズに効果を上げていくことができます。日常生活にもビジネスにも大事なPDCAサイクルですが、1度回すだけでは効果は出ません。1度回しただけで失敗したと諦めて仕舞えばその先の成功もありません。何度も繰り返し回すことでどんどん効果を上げていくものです。

 

PDCAサイクルを回すには定期的にチェックする必要があります。

定期的に目標や進捗状況が分かるレポートを作成しましょう。日々の変動や月毎の変動などがひと目で明確となり、改善ポイントも分かりやすくなります。ただ確認するだけではなく、しっかりと検証し、次の施策に繋げることが必要です。

また、PDCAサイクルには、スピードも必要です。それぞれ時間がかかりすぎるとそれだけ予算の無駄遣いとなります。スピーディーに的確に進めていきましょう。

 

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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    2024年04月18日 07:09

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    2024年04月30日 09:58

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