{"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":"zero-feladatok-alapjai-amit-tudnod-kell","status":"publish","type":"post","link":"https:\/\/masterbase.com\/hu\/fundamentos-de-zero-party-data-lo-que-necesitas-saber\/masterbase\/","title":{"rendered":"Z\u00e9r\u00f3 f\u00e9ladatok alapjai: Amit tudnod kell"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Az \u00fcgyfelekkel val\u00f3 ilyen kapcsolatok ki\u00e9p\u00edt\u00e9s\u00e9hez a m\u00e1rk\u00e1knak a megfelel\u0151 t\u00edpus\u00fa adatokkal, azaz a megfelel\u0151 t\u00edpus\u00fa adatokkal kell a szem\u00e9lyre szab\u00e1st el\u0151seg\u00edteni\u00fck. <strong>Z\u00e9r\u00f3 f\u00e9l adatok<\/strong> (els\u0151 forr\u00e1sadatok).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Melyek a <\/strong><a><strong>Z\u00e9r\u00f3 f\u00e9l adatok<\/strong><\/a><strong>?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A z\u00e9r\u00f3 f\u00e9l adatai olyan adatok, amelyeket az \u00fcgyf\u00e9l \u00f6nk\u00e9nt \u00e9s tudatosan szolg\u00e1ltat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ezek az adatok kapcsol\u00f3dhatnak a v\u00e1s\u00e1rl\u00e1si sz\u00e1nd\u00e9khoz, a szem\u00e9lyes kontextushoz vagy ak\u00e1r ahhoz, hogy az \u00fcgyf\u00e9l hogyan szeretn\u00e9, ha a m\u00e1rka felismern\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lehet\u0151v\u00e9 teszik a m\u00e1rk\u00e1k sz\u00e1m\u00e1ra, hogy k\u00f6zvetlen kapcsolatot \u00e9p\u00edtsenek ki a fogyaszt\u00f3kkal, \u00e9s ez\u00e1ltal jobban szem\u00e9lyre szabj\u00e1k marketingtev\u00e9kenys\u00e9geiket, szolg\u00e1ltat\u00e1saikat, aj\u00e1nlataikat \u00e9s term\u00e9kjavaslataikat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A fogyaszt\u00f3kkal val\u00f3 k\u00f6zvetlen kapcsolattart\u00e1s r\u00e9v\u00e9n, ahelyett, hogy k\u00f6vetkeztet\u00e9seket \u00e9s felt\u00e9telez\u00e9seket vonna le, ezeket az adatokat egyszer\u0171en k\u00e9rdez\u00e9ssel gy\u0171jtheti \u00f6ssze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ha az \u00fcgyfelek b\u00edznak a m\u00e1rk\u00e1val val\u00f3 interakci\u00f3ikban \u00e9s \u00e9rt\u00e9kelik azokat, akkor proakt\u00edvan \u00e9s sz\u00e1nd\u00e9kosan megosztj\u00e1k adataikat. A m\u00e1rk\u00e1k ezut\u00e1n az \u00fcgyfelek \u00e1ltal megadott adatokat, megl\u00e1t\u00e1sokat \u00e9s enged\u00e9lyeket felhaszn\u00e1lhatj\u00e1k a szem\u00e9lyre szabottabb marketing megval\u00f3s\u00edt\u00e1s\u00e1hoz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Az adatok k\u00fcl\u00f6nb\u00f6z\u0151 t\u00edpusai a forr\u00e1s szerint, ahonnan sz\u00e1rmaznak<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Z\u00e9r\u00f3 f\u00e9l adatok<\/strong><strong><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e1rk\u00e1k az els\u0151 forr\u00e1sb\u00f3l sz\u00e1rmaz\u00f3 adatokat k\u00f6zvetlen\u00fcl a v\u00e1s\u00e1rl\u00f3t\u00f3l gy\u0171jtik, \u00e1ltal\u00e1ban az \u00e9rt\u00e9kes\u00edt\u00e9s sor\u00e1n vagy \u0171rlapok kit\u00f6lt\u00e9s\u00e9vel; az ilyen t\u00edpus\u00fa adatok k\u00f6z\u00e9 tartozhatnak a kor\u00e1bbi v\u00e1s\u00e1rl\u00e1sok, a levelez\u00e9si c\u00edmek, a term\u00e9kpreferenci\u00e1k \u00e9s a sz\u00fclet\u00e9si d\u00e1tum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mivel k\u00f6zvetlen\u00fcl a forr\u00e1st\u00f3l sz\u00e1rmazik, \u00e9rt\u00e9kes betekint\u00e9st ny\u00fajt abba, hogy az \u00fcgyf\u00e9l hogyan l\u00e9p kapcsolatba a m\u00e1rk\u00e1val, \u00e9s hogyan v\u00e1ltozik a viselked\u00e9se id\u0151vel.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u00e1sodik f\u00e9l adatai<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ez egy m\u00e1sik szervezet els\u0151 forr\u00e1sadata. Megosztj\u00e1k - nem pedig eladj\u00e1k - k\u00e9t megb\u00edzhat\u00f3 v\u00e1llalat k\u00f6z\u00f6tt, majd kombin\u00e1lj\u00e1k az els\u0151 forr\u00e1sadatokkal az ismert \u00e9s ismeretlen c\u00e9lk\u00f6z\u00f6ns\u00e9g megc\u00e9lz\u00e1sa \u00e9rdek\u00e9ben.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Harmadik f\u00e9l adatai<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ezeket az adatokat k\u00fcl\u00f6nb\u00f6z\u0151 besz\u00e1ll\u00edt\u00f3k gy\u0171jtik, majd a m\u00e1rk\u00e1k megv\u00e1s\u00e1rolj\u00e1k.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Az ilyen t\u00edpus\u00fa adatok sz\u00e1mtalan szem\u00e9lyes vagy anonimiz\u00e1lt adatot tartalmazhatnak, p\u00e9ld\u00e1ul demogr\u00e1fiai \u00e9s online aktivit\u00e1si inform\u00e1ci\u00f3kat, amelyekb\u0151l a fogyaszt\u00f3 \u00e9rdekl\u0151d\u00e9si k\u00f6r\u00e9re \u00e9s preferenci\u00e1ira lehet k\u00f6vetkeztetni.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A harmadik f\u00e9lt\u0151l sz\u00e1rmaz\u00f3 adatoknak van n\u00e9mi \u00e9rt\u00e9ke a marketingesek sz\u00e1m\u00e1ra, de jelent\u0151s kock\u00e1zatot hordoznak.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hogyan gy\u0171jthet\u00fcnk Zero Party adatokat ?<\/strong> <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Az ilyen t\u00edpus\u00fa adatok gy\u0171jt\u00e9se \u00e1tgondolt \u00e9s strat\u00e9giai megk\u00f6zel\u00edt\u00e9st ig\u00e9nyel. A m\u00e1rk\u00e1knak arra kell t\u00f6rekedni\u00fck, hogy olyan szem\u00e9lyre szabott \u00e9lm\u00e9nyeket hozzanak l\u00e9tre, amelyek egyszer\u0171ek, \u00e1tl\u00e1that\u00f3ak \u00e9s \u00e9rt\u00e9kesek a fogyaszt\u00f3k sz\u00e1m\u00e1ra, biztos\u00edtva, hogy meg\u00e9rts\u00e9k, hogyan haszn\u00e1lj\u00e1k fel az adataikat, \u00e9s milyen el\u0151ny\u00f6kkel j\u00e1r sz\u00e1mukra az adatok \u00e1tad\u00e1sa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e1rk\u00e1knak \u00e9rdemes \u00e9rt\u00e9kcser\u00e9t kell aj\u00e1nlaniuk. Ak\u00e1r a marketinges, ak\u00e1r az \u00fcgyf\u00e9l szemsz\u00f6g\u00e9b\u0151l, ez az \u00e9rt\u00e9kcsere egyszer\u0171: k\u00e9rj, kapj, adj, adj, ism\u00e9telj.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A k\u00e9rd\u0151\u00edvek, felm\u00e9r\u00e9sek, nyerem\u00e9nyj\u00e1t\u00e9kok, QR-k\u00f3dok az \u00e9rt\u00e9kes\u00edt\u00e9si pontokon, a k\u00f6z\u00f6ss\u00e9gi m\u00e9di\u00e1n megjelen\u0151 aj\u00e1nl\u00e1sok, hogy csak n\u00e9h\u00e1nyat eml\u00edts\u00fcnk, olyan jutalmaz\u00e1si mechanizmusokat foglalhatnak magukban, amelyek val\u00f3di okot adnak a fogyaszt\u00f3knak a r\u00e9szv\u00e9telre \u00e9s az adatok megad\u00e1s\u00e1ra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A szem\u00e9lyre szab\u00e1s el\u0151nyei<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A fogyaszt\u00f3k szeretik az els\u0151 forr\u00e1sb\u00f3l sz\u00e1rmaz\u00f3 adatok \u00e1ltal vez\u00e9relt szem\u00e9lyre szab\u00e1st. A kulcs az intelligens \u00fczenetk\u00fcld\u00e9si strat\u00e9gia kialak\u00edt\u00e1sa, amely t\u00falmutat a \"mindenkinek k\u00fcld\u00e9s\" vagy a szem\u00e9lyre szab\u00e1son, amely egyszer\u0171en csak egy nevet tesz a t\u00e1rgysorba.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Az \u00fczeneteknek olyan term\u00e9keket kell k\u00edn\u00e1lniuk, amelyek ir\u00e1nt az \u00fcgyf\u00e9l \u00e9rdekl\u0151d\u00e9st mutat, amelyek megfelelnek a megadott k\u00f6lts\u00e9gvet\u00e9snek, \u00e9s dinamikus tartalmat kell tartalmazniuk, olyan kulcsszavakat haszn\u00e1lva, amelyekr\u0151l ismert, hogy elk\u00f6telezetts\u00e9get gener\u00e1lnak.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00dcgyf\u00e9lkapcsolatok ki\u00e9p\u00edt\u00e9se<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Zero Party Data a kapcsolati marketing j\u00f6v\u0151je, \u00e9s hat\u00e1ssal van a teljes \u00fcgyf\u00e9l\u00e9letciklusra, az akviz\u00edci\u00f3t\u00f3l a megtart\u00e1son \u00e1t a h\u0171s\u00e9gig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kezdje el m\u00e1r most a tart\u00f3s kapcsolatok ki\u00e9p\u00edt\u00e9s\u00e9t \u00fcgyfeleivel, \u00e9s k\u00edn\u00e1ljon nekik egy olyan vonz\u00f3 \u00e9rt\u00e9kcser\u00e9t, amely el\u0151reviszi \u0151ket az \u00fatjukon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ezen t\u00falmen\u0151en az els\u0151 forr\u00e1sb\u00f3l sz\u00e1rmaz\u00f3 adatok kritikus fontoss\u00e1g\u00faak azokban az id\u0151kben, amikor a fogyaszt\u00f3k sz\u00e1m\u00e1ra a mag\u00e1n\u00e9let v\u00e9delme \u00e9s a szem\u00e9lyre szab\u00e1s a legfontosabb priorit\u00e1sok k\u00f6z\u00e9 tartozik.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Az olyan kutat\u00e1sok szerint, mint p\u00e9ld\u00e1ul a Salesforce \u00e1ltal v\u00e9gzett kutat\u00e1s, amely szerint a fogyaszt\u00f3k 76%-je elv\u00e1rja, hogy a v\u00e1llalatok meg\u00e9rts\u00e9k ig\u00e9nyeiket \u00e9s elv\u00e1r\u00e1saikat, az ig\u00e9nyeikre \u00e9s elv\u00e1r\u00e1saikra vonatkoz\u00f3 inform\u00e1ci\u00f3k gy\u0171jt\u00e9se a sikeres \u00fczleti strat\u00e9gia kulcsfontoss\u00e1g\u00fa eleme. <strong>Z\u00e9r\u00f3 f\u00e9l adatok <\/strong>nemcsak a v\u00e1s\u00e1rl\u00f3i \u00e9lm\u00e9ny szem\u00e9lyre szab\u00e1sa szempontj\u00e1b\u00f3l el\u0151ny\u00f6s, hanem a m\u00e1rka \u00e9s a fogyaszt\u00f3 k\u00f6z\u00f6tti bizalom szil\u00e1rd alapj\u00e1nak ki\u00e9p\u00edt\u00e9se szempontj\u00e1b\u00f3l is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Az adatgy\u0171jt\u00e9snek ez a k\u00f6zvetlen \u00e9s konszenzusos megk\u00f6zel\u00edt\u00e9se biztos\u00edtja, hogy a m\u00e1rk\u00e1k \u00f6sszhangban maradjanak az adatv\u00e9delmi szab\u00e1lyoz\u00e1sokkal, p\u00e9ld\u00e1ul a GDPR \u00e9s a CCPA rendelkez\u00e9seivel, amelyek a fogyaszt\u00f3knak adj\u00e1k meg a saj\u00e1t adataik feletti ellen\u0151rz\u00e9st.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ezen adatok be\u00e9p\u00edt\u00e9se egy v\u00e1llalat marketingstrat\u00e9gi\u00e1j\u00e1ba jelent\u0151s versenyel\u0151nyt jelenthet, mivel lehet\u0151v\u00e9 teszi a fogyaszt\u00f3k ig\u00e9nyeinek \u00e9s v\u00e1gyainak m\u00e9lyrehat\u00f3 szem\u00e9lyre szab\u00e1s\u00e1t \u00e9s el\u0151rejelz\u00e9s\u00e9t, ez\u00e1ltal er\u0151sebb \u00e9s tart\u00f3sabb kapcsolat kialak\u00edt\u00e1s\u00e1t.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/hu\/es\/es\/es\/es\/mindenfele-adat-megszerzese-es-kozpontositasa\/masterbase\/\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"10229\" data-permalink=\"https:\/\/masterbase.com\/hu\/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\" data-orig-size=\"372,237\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook email  Obtener\" data-image-description=\"\" data-image-caption=\"\" data-large-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\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/es\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-145849.png?resize=372%2C237&#038;ssl=1\" alt=\"\" class=\"wp-image-10229\" 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>","protected":false},"excerpt":{"rendered":"<p>A kapcsolati marketing a fogyaszt\u00f3kkal val\u00f3 hossz\u00fa t\u00e1v\u00fa kapcsolatok k\u00f6zvetlen kialak\u00edt\u00e1s\u00e1ra \u00f6sszpontos\u00edt, megismerve val\u00f3di ig\u00e9nyeiket \u00e9s v\u00e1gyaikat, hogy szem\u00e9lyre szabottabb term\u00e9keket \u00e9s szolg\u00e1ltat\u00e1sokat k\u00edn\u00e1lhassunk.<\/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":"<!-- 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