{"id":6593,"date":"2023-04-14T21:43:00","date_gmt":"2023-04-14T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6593"},"modified":"2023-12-29T09:30:21","modified_gmt":"2023-12-29T07:30:21","slug":"jak-vytvorit-kompletni-profil-zakaznika-pomoci-dat","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/como-crear-un-completo-perfil-de-cliente-utilizando-datos\/masterbase\/","title":{"rendered":"Jak vytvo\u0159it kompletn\u00ed profil z\u00e1kazn\u00edka pomoc\u00ed dat"},"content":{"rendered":"

Zaj\u00edmav\u00fd \u010dl\u00e1nek Annuma Munira podrobn\u011b popisuje kroky, kter\u00e9 je t\u0159eba podniknout pro vytvo\u0159en\u00ed individu\u00e1ln\u00edho profilu pomoc\u00ed dat, co\u017e je v dne\u0161n\u00ed dob\u011b z\u00e1kladn\u00edm pil\u00ed\u0159em ka\u017ed\u00e9 online strategie.<\/p>\n

<\/p>\n

Persona kupuj\u00edc\u00edho vs. profil z\u00e1kazn\u00edka<\/span><\/strong><\/span><\/p>\n

Na za\u010d\u00e1tku je d\u016fle\u017eit\u00e9 vysv\u011btlit, \u017ee navzdory podobnosti nen\u00ed profil z\u00e1kazn\u00edka tot\u00e9\u017e co kupuj\u00edc\u00ed persona nebo c\u00edlov\u00fd trh.<\/span><\/span><\/p>\n

Persona kupuj\u00edc\u00edho je \u010d\u00e1ste\u010dn\u011b fiktivn\u00ed p\u0159edstava ide\u00e1ln\u00edho z\u00e1kazn\u00edka, kter\u00e1 slou\u017e\u00ed k prom\u00edtnut\u00ed pot\u0159eb a p\u0159\u00e1n\u00ed va\u0161ich z\u00e1kazn\u00edk\u016f.<\/p>\n

Profilov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f spo\u010d\u00edv\u00e1 v budov\u00e1n\u00ed skute\u010dn\u00fdch vztah\u016f se st\u00e1vaj\u00edc\u00edmi z\u00e1kazn\u00edky pomoc\u00ed skute\u010dn\u00fdch dat, fakt\u016f a informac\u00ed.<\/p>\n

Co jsou to profily z\u00e1kazn\u00edk\u016f a pro\u010d jsou nutn\u00e9?
\n<\/strong><\/span><\/p>\n

P\u0159em\u00fd\u0161lejte o sv\u00fdch z\u00e1kazn\u00edc\u00edch na individu\u00e1ln\u00ed \u00farovni. \u0158ekn\u011bme, \u017ee m\u00e1te klientku jm\u00e9nem Ana. Je to dvacetilet\u00e1 mileni\u00e1lka, kter\u00e1 \u017eije v Madridu a pracuje v marketingu.<\/p>\n

Je v\u00e1\u0161nivou u\u017eivatelkou aplikac\u00ed, kter\u00e1 se sv\u00fdmi zna\u010dkami komunikuje p\u0159edev\u0161\u00edm prost\u0159ednictv\u00edm iPhonu. P\u0159\u00edle\u017eitostn\u011b si prohl\u00ed\u017e\u00ed webov\u00e9 str\u00e1nky, klik\u00e1 na va\u0161e zpr\u00e1vy nebo sd\u00edl\u00ed obsah na soci\u00e1ln\u00edch s\u00edt\u00edch, ale n\u00e1v\u0161t\u011bv\u011b obchodu se pokud mo\u017eno vyh\u00fdb\u00e1.<\/p>\n

Nebylo by v\u0161ak ide\u00e1ln\u00ed m\u00edt v\u0161echny tyto informace na jednom snadno dostupn\u00e9m m\u00edst\u011b? Pr\u00e1v\u011b zde se st\u00e1vaj\u00ed d\u016fle\u017eit\u00e9 profily z\u00e1kazn\u00edk\u016f.<\/p>\n

Roz\u010dlen\u011bn\u00e1 verze Anina klientsk\u00e9ho profilu by vypadala n\u00e1sledovn\u011b:<\/p>\n

\"Sn\u00edmek<\/p>\n

Jak vid\u00edte, profily z\u00e1kazn\u00edk\u016f p\u0159edstavuj\u00ed konsolidaci v\u0161ech \u00fadaj\u016f, kter\u00e9 o sv\u00fdch z\u00e1kazn\u00edc\u00edch shroma\u017e\u010fujete, na jednom m\u00edst\u011b.<\/strong> Ka\u017ed\u00e1 osoba by samoz\u0159ejm\u011b m\u011bla m\u00edt sv\u016fj vlastn\u00ed z\u00e1kaznick\u00fd profil zalo\u017een\u00fd na jej\u00edch jedine\u010dn\u00fdch vlastnostech a interakc\u00edch s podnikem.<\/p>\n

Profily z\u00e1kazn\u00edk\u016f p\u0159isp\u00edvaj\u00ed k hlubok\u00e9mu pochopen\u00ed va\u0161ich u\u017eivatel\u016f, k jejich smyslupln\u00e9mu zapojen\u00ed a k tomu, aby neust\u00e1le vyhled\u00e1vali dal\u0161\u00ed informace o va\u0161em obsahu.<\/p>\n

Mohou v\u00e1m pomoci vytvo\u0159it si ucelen\u00fd obraz o jednotliv\u00fdch u\u017eivatel\u00edch, kter\u00fd bude l\u00e9pe slou\u017eit va\u0161im pot\u0159eb\u00e1m. A to je to, co m\u011bn\u00ed pr\u016fm\u011brn\u00e9 firmy ve skv\u011bl\u00e9.<\/p>\n

Jak vytvo\u0159it kompletn\u00ed profil z\u00e1kazn\u00edka v 7 kroc\u00edch<\/strong><\/span><\/p>\n

Krok 1: Export dat jednotliv\u00fdch z\u00e1kazn\u00edk\u016f z online kan\u00e1l\u016f
\n<\/strong><\/span>Digit\u00e1ln\u00ed kan\u00e1ly (webov\u00e9 str\u00e1nky, e-mail, soci\u00e1ln\u00ed m\u00e9dia) pom\u00e1haj\u00ed poskytovat informace va\u0161emu publiku, ale tak\u00e9 o n\u011bm shroma\u017e\u010fuj\u00ed mnoho \u00fadaj\u016f. Ka\u017ed\u00fd online kan\u00e1l m\u016f\u017ee vrhnout nov\u00e9 sv\u011btlo na to, kdo jsou va\u0161i u\u017eivatel\u00e9, co \u010dtou, co je zaj\u00edm\u00e1 a co na webu sd\u00edlej\u00ed.<\/p>\n

N\u00ed\u017ee uv\u00e1d\u00edme podrobnosti o tom, co v\u00e1s jednotliv\u00e9 kan\u00e1ly mohou nau\u010dit o va\u0161ich z\u00e1kazn\u00edc\u00edch.<\/strong><\/p>\n

E-mail<\/strong>\u00dadaje o e-mailech v\u00e1m pomohou pochopit, jak \u010dasto va\u0161i z\u00e1kazn\u00edci r\u00e1di dost\u00e1vaj\u00ed zpr\u00e1vy od va\u0161\u00ed spole\u010dnosti a jak\u00fd druh sd\u011blen\u00ed otev\u00edraj\u00ed a \u010dtou.<\/p>\n

P\u0159\u00edklady pol\u00ed profilu pro export:<\/p>\n

- E-mailov\u00e1 adresa<\/p>\n

- P\u0159edvolby p\u0159edplatn\u00e9ho<\/p>\n

- Stav p\u0159edplatitele z\u00e1silky<\/p>\n

- Posledn\u00ed otev\u0159en\u00e9 zpr\u00e1vy<\/p>\n

- M\u011bs\u00ed\u010dn\u00ed pr\u016fm\u011br otev\u0159en\u00fdch zpr\u00e1v<\/p>\n

- Posledn\u00ed datum kliknut\u00ed na zpr\u00e1vu<\/p>\n

- Posledn\u00ed odkaz otev\u0159en\u00fd ve zpr\u00e1v\u011b<\/p>\n

- Pr\u016fm\u011brn\u00e9 m\u011bs\u00ed\u010dn\u00ed prokliky na rozes\u00edlku<\/p>\n

- Spole\u010dnost, zam\u011bstn\u00e1n\u00ed atd.<\/p>\n

Webov\u00e9 str\u00e1nky:<\/strong> Anal\u00fdza webov\u00fdch str\u00e1nek je velmi b\u011b\u017enou prax\u00ed. Kolik lid\u00ed v posledn\u00ed dob\u011b nav\u0161t\u00edvilo va\u0161e webov\u00e9 str\u00e1nky? Na kter\u00fdch str\u00e1nk\u00e1ch str\u00e1vili nejv\u00edce \u010dasu? Jakou prvn\u00ed akci provedli (koupili produkt, po\u017e\u00e1dali o cenovou nab\u00eddku, vytvo\u0159ili si \u00fa\u010det)? Kdy naposledy provedli smysluplnou akci?<\/p>\n

P\u0159\u00edklady pol\u00ed profilu pro export:<\/p>\n

- Posledn\u00ed n\u00e1v\u0161t\u011bva webov\u00fdch str\u00e1nek a nav\u0161t\u00edven\u00e9 str\u00e1nky<\/p>\n

- Prvn\u00ed nav\u0161t\u00edven\u00e1 str\u00e1nka webu a zobrazen\u00e9 str\u00e1nky<\/p>\n

- Nejnov\u011bj\u0161\u00ed datum konverzn\u00ed akce a nab\u00eddka<\/p>\n

- Prvn\u00ed ud\u00e1lost konverze. Datum a nab\u00eddka<\/p>\n

- Pr\u016fm\u011brn\u00fd \u010das na staveni\u0161ti<\/p>\n

- M\u011bs\u00ed\u010dn\u00ed n\u00e1v\u0161t\u011bvy webov\u00fdch str\u00e1nek<\/p>\n

Soci\u00e1ln\u00ed s\u00edt\u011b:\u00a0<\/strong>Sleduj\u00ed va\u0161i zna\u010dku, sd\u00edlej\u00ed v\u00e1\u0161 obsah, lajkuj\u00ed, retweetuj\u00ed nebo komentuj\u00ed v\u00e1\u0161 obsah? Sledujte interakce sv\u00fdch z\u00e1kazn\u00edk\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch a vyu\u017eijte je k m\u011b\u0159en\u00ed \u00farovn\u011b jejich spokojenosti s va\u0161\u00ed firmou, produkty a aplikacemi.<\/p>\n

P\u0159\u00edklady pol\u00ed profilu pro export:<\/p>\n

- Zp\u011btn\u00e1 vazba ze soci\u00e1ln\u00edch s\u00edt\u00ed (pozitivn\u00ed nebo negativn\u00ed)<\/p>\n

- Po\u010det chut\u00ed zna\u010dky<\/p>\n

- Po\u010det akc\u00ed zna\u010dky<\/p>\n

Krok 2: Export dat jednotliv\u00fdch z\u00e1kazn\u00edk\u016f z offline kan\u00e1l\u016f
\n<\/strong><\/span>Mezi offline kan\u00e1ly pat\u0159\u00ed po\u0161tovn\u00ed z\u00e1silky, kamenn\u00e9 obchody a po\u0159\u00e1d\u00e1n\u00ed akc\u00ed. Tyto kan\u00e1ly tak\u00e9 shroma\u017e\u010fuj\u00ed cenn\u00e9 \u00fadaje o va\u0161ich z\u00e1kazn\u00edc\u00edch a osv\u011btluj\u00ed jejich skute\u010dn\u00e9 chov\u00e1n\u00ed a aktivity.<\/span><\/p>\n

P\u0159\u00edklady pol\u00ed profilu pro export:<\/p>\n

Po\u0161tovn\u00ed kampan\u011b<\/p>\n

- Stav p\u0159edplatitele \u010dasopisu<\/p>\n

- Datum posledn\u00ed dod\u00e1vky<\/p>\n

\u00b7 Direcci\u00f3n<\/p>\n

- Prodejn\u00ed \u00fazem\u00ed<\/p>\n

Fyzick\u00e9 obchody<\/p>\n

- Posledn\u00ed n\u00e1v\u0161t\u011bva obchodu<\/p>\n

- Posledn\u00ed v\u00fdrobek zakoupen\u00fd v obchod\u011b<\/p>\n

- Kredit v obchod\u011b<\/p>\n

- Pou\u017e\u00edv\u00e1n\u00ed v\u011brnostn\u00ed karty<\/p>\n

Ud\u00e1losti<\/p>\n

- Posledn\u00ed nav\u0161t\u00edven\u00e1 akce<\/p>\n

- V\u0161echny ud\u00e1losti<\/p>\n

Krok 3: Shroma\u017e\u010fov\u00e1n\u00ed individu\u00e1ln\u00edch \u00fadaj\u016f o pou\u017e\u00edv\u00e1n\u00ed aplikac\u00ed z\u00e1kazn\u00edky
\n<\/strong><\/span>Aplikace mohou b\u00fdt nejintimn\u011bj\u0161\u00edm zp\u016fsobem, jak se spot\u0159ebitel\u00e9 spoj\u00ed se zna\u010dkou. Aplikace zt\u011bles\u0148uj\u00ed p\u0159\u00edslib zna\u010dky a pom\u00e1haj\u00ed u\u017eivatel\u016fm snadno a kdekoli prov\u00e1d\u011bt konkr\u00e9tn\u00ed \u00fakoly.<\/p>\n

To z nich d\u011bl\u00e1 zlat\u00fd d\u016fl jako zdroj \u00fadaj\u016f o chov\u00e1n\u00ed.<\/p>\n

St\u00e1hli si va\u0161i kl\u00ed\u010dov\u00ed z\u00e1kazn\u00edci va\u0161i aplikaci?<\/p>\n

Jak \u010dasto s aplikac\u00ed pracujete?<\/p>\n

Byla aktivov\u00e1na mobiln\u00ed ozn\u00e1men\u00ed?<\/p>\n

Jak\u00e9 \u010dinnosti v aplikaci prov\u00e1d\u011bj\u00ed?<\/p>\n

Jak\u00e9 ud\u00e1losti se v aplikaci staly?<\/p>\n

Kter\u00e9 obrazovky nav\u0161t\u011bvujete nej\u010dast\u011bji a kter\u00e9 nejm\u00e9n\u011b?<\/p>\n

P\u0159\u00edklady pol\u00ed profilu pro export:<\/p>\n

- Povolen\u00e1 ozn\u00e1men\u00ed<\/p>\n

- Posledn\u00ed relace aplikace<\/p>\n

- Pr\u016fm\u011brn\u00e1 d\u00e9lka relace<\/p>\n

- Konverze \/ ud\u00e1losti aplikace<\/p>\n

- Doba provozuschopnosti aplikace<\/p>\n

- M\u00edra prokliku na zpr\u00e1vu<\/p>\n

- U\u017eivatelsk\u00e9 preference \/ atributy<\/p>\n

Krok 4: Import t\u011bchto dat do centr\u00e1ln\u00edho um\u00edst\u011bn\u00ed
\n<\/strong><\/span>Po z\u00edsk\u00e1n\u00ed v\u0161ech informac\u00ed popsan\u00fdch v kroc\u00edch 1 a\u017e 3 je t\u0159eba je integrovat. C\u00edlem je spojit r\u016fznorod\u00e9 zdroje informac\u00ed na jednom m\u00edst\u011b. Spr\u00e1vn\u00e9 \u00fadaje m\u016f\u017eete p\u0159i\u0159adit spr\u00e1vn\u00fdm lidem podle jm\u00e9na z\u00e1kazn\u00edka, ID nebo jin\u00fdch snadno identifikovateln\u00fdch jedine\u010dn\u00fdch parametr\u016f.<\/p>\n

Krok 5: Spr\u00e1vn\u00e1 interpretace dat
\n<\/strong><\/span>Po \u00fasp\u011b\u0161n\u00e9m importu dat budete m\u00edt k dispozici mnoho komplexn\u00edch profil\u016f z\u00e1kazn\u00edk\u016f.<\/p>\n

Budete moci proniknout do n\u00e1kupn\u00edch vzorc\u016f, demografick\u00fdch \u00fadaj\u016f a historie chov\u00e1n\u00ed u\u017eivatel\u016f, abyste l\u00e9pe pochopili, v \u010dem jsou si podobn\u00ed a v \u010dem se li\u0161\u00ed.<\/p>\n

Krok 6: P\u0159eveden\u00ed dat na akce
\n<\/strong><\/span>Jak s nimi nalo\u017e\u00edte po vytvo\u0159en\u00ed profil\u016f a jejich obohacen\u00ed o data? Tato data je t\u0159eba uv\u00e9st do praxe. Seskupte jednotliv\u00e9 profily z\u00e1kazn\u00edk\u016f a vytvo\u0159te \"publika\", tj. segmenty u\u017eivatel\u016f, a pak jim pos\u00edlejte personalizovan\u00e9 zpr\u00e1vy. Pamatujte, \u017ee \u010d\u00edm v\u00edce toho o sv\u00fdch kontaktech v\u00edte, t\u00edm l\u00e9pe m\u016f\u017eete uspokojit jejich p\u0159\u00e1n\u00ed prost\u0159ednictv\u00edm relevance.<\/p>\n

Krok 7: Pravideln\u00e1 aktualizace profil\u016f z\u00e1kazn\u00edk\u016f
\n<\/strong><\/span>Zm\u011bna je v \u017eivot\u011b jedinou konstantou. Lid\u00e9 se m\u011bn\u00ed, m\u011bn\u00ed se jejich c\u00edle a situace. Pravideln\u00e1 aktualizace profil\u016f z\u00e1kazn\u00edk\u016f je proto z\u00e1kladn\u00edm po\u017eadavkem.<\/p>\n

Nedovolte, aby zastaraly! Vytvo\u0159te si komunika\u010dn\u00ed strategie, kter\u00e9 budou pravideln\u011b dopl\u0148ovat a obohacovat va\u0161e profily o nejnov\u011bj\u0161\u00ed a nej\u010derstv\u011bj\u0161\u00ed informace od va\u0161ich kontakt\u016f.<\/p>\n

Z\u00e1v\u011br<\/strong><\/span><\/p>\n

Bez ohledu na to, v jak\u00e9m oboru podnik\u00e1te, je v\u017edy dra\u017e\u0161\u00ed z\u00edskat nov\u00e9ho z\u00e1kazn\u00edka ne\u017e si udr\u017eet st\u00e1vaj\u00edc\u00edho. Profily z\u00e1kazn\u00edk\u016f v\u00e1m pomohou l\u00e9pe jim porozum\u011bt, maximalizovat relevanci va\u0161\u00ed komunikace a zv\u00fd\u0161it jejich anga\u017eovanost ve vztahu k va\u0161\u00ed zna\u010dce.<\/p>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Zaj\u00edmav\u00fd \u010dl\u00e1nek Annuma Munira podrobn\u011b popisuje kroky, kter\u00e9 je t\u0159eba podniknout pro vytvo\u0159en\u00ed individu\u00e1ln\u00edho profilu pomoc\u00ed dat, co\u017e je v dne\u0161n\u00ed dob\u011b z\u00e1kladn\u00edm pil\u00ed\u0159em ka\u017ed\u00e9 online strategie.<\/p>","protected":false},"author":239642484,"featured_media":7760,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo crear un completo\u00a0perfil de cliente 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