?<\/strong><\/p>\n\n\n\n\u00dadaje nulov\u00e9 strany jsou definov\u00e1ny jako \u00fadaje, kter\u00e9 jsou dobrovoln\u011b a v\u011bdom\u011b poskytnuty z\u00e1kazn\u00edkem.<\/p>\n\n\n\n
Tyto \u00fadaje mohou souviset s n\u00e1kupn\u00edm z\u00e1m\u011brem, osobn\u00edm kontextem nebo dokonce s t\u00edm, jak chce b\u00fdt z\u00e1kazn\u00edk zna\u010dkou rozpozn\u00e1n.<\/p>\n\n\n\n
Umo\u017e\u0148uj\u00ed zna\u010dk\u00e1m budovat p\u0159\u00edm\u00e9 vztahy se spot\u0159ebiteli a l\u00e9pe p\u0159izp\u016fsobovat jejich marketingov\u00e9 \u00fasil\u00ed, slu\u017eby, nab\u00eddky a doporu\u010den\u00ed produkt\u016f.<\/p>\n\n\n\n
D\u00edky p\u0159\u00edm\u00e9mu kontaktu se spot\u0159ebiteli, nam\u00edsto vyvozov\u00e1n\u00ed z\u00e1v\u011br\u016f a p\u0159edpoklad\u016f, m\u016f\u017eete tyto \u00fadaje shrom\u00e1\u017edit pouh\u00fdm dotazov\u00e1n\u00edm.<\/p>\n\n\n\n
Pokud z\u00e1kazn\u00edci d\u016fv\u011b\u0159uj\u00ed zna\u010dce a v\u00e1\u017e\u00ed si sv\u00fdch interakc\u00ed s n\u00ed, budou proaktivn\u011b a z\u00e1m\u011brn\u011b sd\u00edlet sv\u00e9 \u00fadaje. Zna\u010dky pak mohou vyu\u017e\u00edt data, poznatky a povolen\u00ed, kter\u00e1 jim z\u00e1kazn\u00edci poskytnou, k prov\u00e1d\u011bn\u00ed personalizovan\u011bj\u0161\u00edho marketingu.<\/p>\n\n\n\n
R\u016fzn\u00e9 typy dat podle zdroje, ze kter\u00e9ho poch\u00e1zej\u00ed.<\/strong><\/p>\n\n\n\n\n\u00dadaje o nulov\u00e9 stran\u011b<\/strong><\/strong><\/li>\n<\/ul>\n\n\n\nZna\u010dky shroma\u017e\u010fuj\u00ed \u00fadaje z prvn\u00edho zdroje p\u0159\u00edmo od z\u00e1kazn\u00edka, obvykle b\u011bhem prodeje nebo vypln\u011bn\u00edm formul\u00e1\u0159\u016f; tento typ \u00fadaj\u016f m\u016f\u017ee zahrnovat p\u0159edchoz\u00ed n\u00e1kupy, po\u0161tovn\u00ed adresy, preference produkt\u016f a data narozen\u00ed.<\/p>\n\n\n\n
Proto\u017ee poch\u00e1z\u00ed p\u0159\u00edmo od zdroje, poskytuje cenn\u00e9 informace o tom, jak z\u00e1kazn\u00edk se zna\u010dkou komunikuje a jak se jeho chov\u00e1n\u00ed m\u011bn\u00ed v \u010dase.<\/p>\n\n\n\n
\n\u00dadaje druh\u00e9 strany<\/strong><\/li>\n<\/ul>\n\n\n\nJedn\u00e1 se o prvn\u00ed zdrojov\u00e1 data jin\u00e9 organizace. Jsou sd\u00edlena - nikoli prod\u00e1v\u00e1na - mezi dv\u011bma d\u016fv\u011bryhodn\u00fdmi spole\u010dnostmi a pot\u00e9 kombinov\u00e1na s daty prvn\u00edho zdroje za \u00fa\u010delem zac\u00edlen\u00ed na zn\u00e1m\u00e9 i nezn\u00e1m\u00e9 publikum.<\/p>\n\n\n\n
\n\u00dadaje t\u0159et\u00edch stran<\/strong><\/li>\n<\/ul>\n\n\n\nJedn\u00e1 se o \u00fadaje shrom\u00e1\u017ed\u011bn\u00e9 r\u016fzn\u00fdmi dodavateli, kter\u00e9 pak zna\u010dky nakupuj\u00ed.<\/p>\n\n\n\n
Tento typ \u00fadaj\u016f m\u016f\u017ee zahrnovat nes\u010detn\u00e9 mno\u017estv\u00ed osobn\u00edch nebo anonymizovan\u00fdch \u00fadaj\u016f, jako jsou demografick\u00e9 \u00fadaje a informace o online aktivit\u00e1ch, z nich\u017e lze odvodit z\u00e1jmy a preference spot\u0159ebitele.<\/p>\n\n\n\n
Data t\u0159et\u00edch stran maj\u00ed pro obchodn\u00edky ur\u010ditou hodnotu, ale nesou s sebou zna\u010dn\u00e9 riziko.<\/p>\n\n\n\n
\nJak shroma\u017e\u010fovat \u00fadaje nulov\u00e9 strany ?<\/strong> <\/li>\n<\/ul>\n\n\n\nSb\u011br tohoto typu dat vy\u017eaduje promy\u0161len\u00fd a strategick\u00fd p\u0159\u00edstup. Zna\u010dky by se m\u011bly sna\u017eit vytv\u00e1\u0159et personalizovan\u00e9 z\u00e1\u017eitky, kter\u00e9 jsou pro spot\u0159ebitele snadn\u00e9, transparentn\u00ed a hodnotn\u00e9, a zajistit, aby rozum\u011bli tomu, jak budou jejich \u00fadaje pou\u017eity a jak\u00fd p\u0159\u00ednos pro n\u011b bude m\u00edt jejich poskytov\u00e1n\u00ed.<\/p>\n\n\n\n
Zna\u010dky mus\u00ed nab\u00eddnout hodnotnou v\u00fdm\u011bnu. A\u0165 u\u017e z pohledu market\u00e9ra nebo z\u00e1kazn\u00edka, tato v\u00fdm\u011bna hodnot je jednoduch\u00e1: po\u017e\u00e1dat, z\u00edskat, d\u00e1t, opakovat.<\/p>\n\n\n\n
Dotazn\u00edky, pr\u016fzkumy, loterie, QR k\u00f3dy v m\u00edst\u011b prodeje, posudky na soci\u00e1ln\u00edch s\u00edt\u00edch a dal\u0161\u00ed mohou zahrnovat mechanismy odm\u011bn, kter\u00e9 spot\u0159ebitel\u016fm poskytnou skute\u010dn\u00fd d\u016fvod k \u00fa\u010dasti a zasl\u00e1n\u00ed \u00fadaj\u016f.<\/p>\n\n\n\n
V\u00fdhody personalizace<\/strong><\/p>\n\n\n\nSpot\u0159ebitel\u00e9 miluj\u00ed personalizaci zalo\u017eenou na datech z prvn\u00edho zdroje. Kl\u00ed\u010dem k \u00fasp\u011bchu je vytvo\u0159it chytrou strategii zas\u00edl\u00e1n\u00ed zpr\u00e1v, kter\u00e1 se pohybuje nad r\u00e1mec \"poslat v\u0161em\" nebo personalizace, kter\u00e1 pouze uvede jm\u00e9no v p\u0159edm\u011btu.<\/p>\n\n\n\n
Zpr\u00e1vy by m\u011bly nab\u00edzet produkty, o kter\u00e9 z\u00e1kazn\u00edk projevil z\u00e1jem, kter\u00e9 odpov\u00eddaj\u00ed jeho stanoven\u00e9mu rozpo\u010dtu, a obsahovat dynamick\u00fd obsah s pou\u017eit\u00edm kl\u00ed\u010dov\u00fdch slov, o nich\u017e je zn\u00e1mo, \u017ee vyvol\u00e1vaj\u00ed z\u00e1jem.<\/p>\n\n\n\n
Budov\u00e1n\u00ed vztah\u016f se z\u00e1kazn\u00edky<\/strong><\/p>\n\n\n\nZero Party Data jsou budoucnost\u00ed vztahov\u00e9ho marketingu a ovliv\u0148uj\u00ed cel\u00fd \u017eivotn\u00ed cyklus z\u00e1kazn\u00edka, od z\u00edsk\u00e1n\u00ed a udr\u017een\u00ed a\u017e po v\u011brnost.<\/p>\n\n\n\n
Za\u010dn\u011bte budovat trval\u00e9 vztahy se sv\u00fdmi z\u00e1kazn\u00edky hned te\u010f a nab\u00eddn\u011bte jim zaj\u00edmavou v\u00fdm\u011bnu hodnot, kter\u00e1 je posune na jejich cest\u011b vp\u0159ed.<\/p>\n\n\n\n
V dob\u011b, kdy jsou pro spot\u0159ebitele soukrom\u00ed a personalizace nejvy\u0161\u0161\u00edmi prioritami, jsou nav\u00edc \u00fadaje z prvn\u00edho zdroje velmi d\u016fle\u017eit\u00e9.<\/p>\n\n\n\n
Podle pr\u016fzkum\u016f, kter\u00e9 provedla nap\u0159\u00edklad spole\u010dnost Salesforce a kter\u00e9 ukazuj\u00ed, \u017ee 76% spot\u0159ebitel\u016f o\u010dek\u00e1v\u00e1, \u017ee spole\u010dnosti porozum\u00ed jejich pot\u0159eb\u00e1m a o\u010dek\u00e1v\u00e1n\u00edm, je shroma\u017e\u010fov\u00e1n\u00ed informac\u00ed o jejich pot\u0159eb\u00e1ch a o\u010dek\u00e1v\u00e1n\u00edch kl\u00ed\u010dov\u00fdm prvkem \u00fasp\u011b\u0161n\u00e9 obchodn\u00ed strategie. \u00dadaje o nulov\u00e9 stran\u011b <\/strong>je p\u0159\u00ednosem nejen pro personalizaci z\u00e1kaznick\u00e9 zku\u0161enosti, ale tak\u00e9 pro budov\u00e1n\u00ed pevn\u00e9ho z\u00e1kladu d\u016fv\u011bry mezi zna\u010dkou a z\u00e1kazn\u00edkem.<\/p>\n\n\n\nTento p\u0159\u00edm\u00fd a konsensu\u00e1ln\u00ed p\u0159\u00edstup ke sb\u011bru dat zaji\u0161\u0165uje, \u017ee zna\u010dky z\u016fst\u00e1vaj\u00ed v souladu s p\u0159edpisy o ochran\u011b osobn\u00edch \u00fadaj\u016f, jako je GDPR a CCPA, kter\u00e9 d\u00e1vaj\u00ed spot\u0159ebitel\u016fm kontrolu nad jejich vlastn\u00edmi \u00fadaji.<\/p>\n\n\n\n
Za\u010dlen\u011bn\u00ed t\u011bchto \u00fadaj\u016f do marketingov\u00e9 strategie spole\u010dnosti m\u016f\u017ee poskytnout v\u00fdznamnou konkuren\u010dn\u00ed v\u00fdhodu, proto\u017ee j\u00ed umo\u017en\u00ed hluboce p\u0159izp\u016fsobit a p\u0159edv\u00eddat pot\u0159eby a p\u0159\u00e1n\u00ed spot\u0159ebitel\u016f, a t\u00edm podpo\u0159it siln\u011bj\u0161\u00ed a dlouhodob\u011bj\u0161\u00ed vztah.<\/p>\n\n\n\nVztahov\u00fd marketing se zam\u011b\u0159uje na rozv\u00edjen\u00ed dlouhodob\u00fdch vztah\u016f p\u0159\u00edmo se spot\u0159ebiteli, na porozum\u011bn\u00ed jejich skute\u010dn\u00fdm pot\u0159eb\u00e1m a p\u0159\u00e1n\u00edm, aby bylo mo\u017en\u00e9 nab\u00edzet v\u00edce personalizovan\u00e9 produkty a slu\u017eby.<\/p>","protected":false},"author":239642484,"featured_media":7067,"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,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":[1414,1422],"class_list":["post-9748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-zero-party-data"],"yoast_head":"\n
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