{"id":9748,"date":"2024-02-12T12:17:13","date_gmt":"2024-02-12T10:17:13","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=9748"},"modified":"2024-02-16T16:00:22","modified_gmt":"2024-02-16T14:00:22","slug":"fundamentos-de-zero-party-data-lo-que-necesitas-saber","status":"publish","type":"post","link":"https:\/\/masterbase.com\/es\/fundamentos-de-zero-party-data-lo-que-necesitas-saber\/masterbase\/","title":{"rendered":"Fundamentos de Zero Party Data: Lo que necesitas saber"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para crear estas relaciones con los clientes, las marcas deben impulsar la personalizaci\u00f3n con el tipo correcto de datos, es decir, los <strong>Zero Party Data<\/strong> (datos de primera fuente).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00bfQu\u00e9 son los <\/strong><a><strong>Zero Party Data<\/strong><\/a><strong>?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zero Party Data es definido como aquellos datos que son proporcionados de forma voluntaria y consciente por el cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estos datos pueden referirse a la intenci\u00f3n de compra, al contexto personal o incluso a c\u00f3mo quiere el cliente que la marca le reconozca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Permiten a las marcas construir relaciones directas con los consumidores y, a su vez, personalizar mejor sus esfuerzos de marketing, servicios, ofertas y recomendaciones de productos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al conectarse directamente con los consumidores, en lugar de hacer inferencias y suposiciones, se recopila estos datos simplemente preguntando.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si los clientes conf\u00edan y valoran sus interacciones con una marca, compartir\u00e1n proactiva e intencionalmente sus datos. Las marcas pueden entonces utilizar los datos, insights y permisos que los clientes proporcionan para poner en pr\u00e1ctica un marketing m\u00e1s personalizado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Los diferentes tipos de datos seg\u00fan la fuente de la que provienen<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zero Party Data<\/strong><strong><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Las marcas recopilan datos de primera fuente directamente del cliente, por lo general durante ventas o al completar formularios; este tipo de datos puede incluir compras pasadas, direcciones de correo, preferencias de productos y fechas de nacimiento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al provenir directamente de la fuente, ofrece una valiosa percepci\u00f3n de c\u00f3mo un cliente interact\u00faa con la marca y c\u00f3mo cambian sus comportamientos con el tiempo.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Second Party Data (Datos de segunda fuente)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Son los datos de primera fuente de otra organizaci\u00f3n. Se comparten -no se venden- entre dos empresas de confianza, y luego se combinan con datos de primera fuente para dirigirse a audiencias conocidas y desconocidas.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Third Party Data (Datos de tercera parte)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Son datos recopilados por diversos proveedores, que luego son comprados por las marcas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este tipo de datos puede incluir innumerables datos personales o anonimizados, como informaci\u00f3n demogr\u00e1fica y sobre actividad en l\u00ednea, a partir de los cuales se puede inferir intereses y preferencias de un consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los datos de tercera parte tienen cierto grado de valor para los encargados de marketing, pero conllevan un riesgo significativo.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00bfC\u00f3mo recopilar Zero Party Data ?<\/strong> <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">El acopio de este tipo de datos requiere de un enfoque reflexivo y estrat\u00e9gico. Las marcas deben esforzarse por crear experiencias personalizadas que sean f\u00e1ciles, transparentes y valiosas para el consumidor, asegur\u00e1ndose de que entiendan c\u00f3mo se utilizar\u00e1n sus datos y c\u00f3mo les beneficia entregarlos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se requiere que las marcas propongan un intercambio de valor que valga la pena. Sea desde la perspectiva del mercad\u00f3logo o del cliente, este intercambio de valor es simple: preguntar, recibir, dar, repetir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cuestionarios, encuestas, sorteos, c\u00f3digos QR en el punto de venta, testimonios en redes sociales, por nombrar algunos, pueden incorporar mecanismos de recompensa que dan a los consumidores una raz\u00f3n genuina para participar y enviar sus datos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Los beneficios de la personalizaci\u00f3n<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A los consumidores les encanta la personalizaci\u00f3n impulsada por datos de primera fuente. La clave est\u00e1 en establecer una estrategia de mensajes inteligente, que d\u00e9 por superada la pr\u00e1ctica de &#8220;enviar a todos&#8221; o de una personalizaci\u00f3n que se limita a poner un nombre en la l\u00ednea de asunto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los mensajes deber\u00edan ofrecer productos por los que el cliente ha expresado inter\u00e9s, que se ajusten a su presupuesto declarado y contengan contenido din\u00e1mico que use palabras clave que se sabe que generar\u00e1n su compromiso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Construir relaciones con los clientes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los datos Zero Party Data son el futuro del marketing relacional y tienen un impacto en todo el ciclo de vida del cliente, desde la adquisici\u00f3n y retenci\u00f3n, hasta la lealtad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comienza ahora mismo a construir relaciones duraderas con tus clientes, ofreci\u00e9ndoles un interesante intercambio de valor que les impulse a avanzar en su viaje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por a\u00f1adidura, los datos de primera fuente son fundamentales en tiempos en que la privacidad y la personalizaci\u00f3n son prioritarias para los consumidores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seg\u00fan estudios, como el realizado por Salesforce, que indica que el 76% de los consumidores esperan que las empresas comprendan sus necesidades y expectativas, la recopilaci\u00f3n de <strong>Zero Party Data <\/strong>no s\u00f3lo es beneficiosa para personalizar la experiencia del cliente, sino tambi\u00e9n para construir una base de confianza s\u00f3lida entre marca y consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este enfoque directo y consentido para la recopilaci\u00f3n de datos asegura que las marcas se mantengan alineadas con las regulaciones de privacidad, tales como GDPR y CCPA, que dan a los consumidores control sobre sus propios datos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Incorporar estos datos en la estrategia de marketing de una empresa puede significar una ventaja competitiva importante, al permitirles una personalizaci\u00f3n profunda y la capacidad de anticiparse a las necesidades y deseos del consumidor, fomentando as\u00ed una relaci\u00f3n m\u00e1s fuerte y duradera.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/obtener-obtenga-y-centralice-todo-tipo-de-datos\/masterbase\/\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"10229\" data-permalink=\"https:\/\/masterbase.com\/es\/fundamentos-de-zero-party-data-lo-que-necesitas-saber\/masterbase\/captura-de-pantalla-2024-02-16-145849\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-145849.png?fit=372%2C237&amp;ssl=1\" 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srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-145849.png?w=372&amp;ssl=1 372w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-145849.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-145849.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>El marketing relacional se enfoca en desarrollar relaciones a largo plazo directamente con los consumidores, comprendiendo sus verdaderas necesidades y deseos para ofrecer productos y servicios m\u00e1s personalizados.<\/p>\n","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,"_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":[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":"<!-- 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