?<\/strong><\/p>\n\n\n\nZero Party Data es definido como aquellos datos que son proporcionados de forma voluntaria y consciente por el cliente.<\/p>\n\n\n\n
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
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
Al conectarse directamente con los consumidores, en lugar de hacer inferencias y suposiciones, se recopila estos datos simplemente preguntando.<\/p>\n\n\n\n
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
Los diferentes tipos de datos seg\u00fan la fuente de la que provienen<\/strong><\/p>\n\n\n\n\nZero Party Data<\/strong><\/strong><\/li>\n<\/ul>\n\n\n\nLas 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
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
\nSecond Party Data (Datos de segunda fuente)<\/strong><\/li>\n<\/ul>\n\n\n\nSon 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
\nThird Party Data (Datos de tercera parte)<\/strong><\/li>\n<\/ul>\n\n\n\nSon datos recopilados por diversos proveedores, que luego son comprados por las marcas.<\/p>\n\n\n\n
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
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
\n\u00bfC\u00f3mo recopilar Zero Party Data ?<\/strong> <\/li>\n<\/ul>\n\n\n\nEl 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
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
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
Los beneficios de la personalizaci\u00f3n<\/strong><\/p>\n\n\n\nA 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 “enviar a todos” o de una personalizaci\u00f3n que se limita a poner un nombre en la l\u00ednea de asunto.<\/p>\n\n\n\n
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
Construir relaciones con los clientes<\/strong><\/p>\n\n\n\nLos 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
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
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
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 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\nEste 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
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\nEl 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":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"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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