{"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":"podstawy-danych-stron-zerowych-co-musisz-wiedziec","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/fundamentos-de-zero-party-data-lo-que-necesitas-saber\/masterbase\/","title":{"rendered":"Podstawy danych stron zerowych: co musisz wiedzie\u0107"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aby budowa\u0107 takie relacje z klientami, marki musz\u0105 nap\u0119dza\u0107 personalizacj\u0119 za pomoc\u0105 w\u0142a\u015bciwego rodzaju danych, tj. <strong>Dane strony zerowej<\/strong> (pierwsze dane \u017ar\u00f3d\u0142owe).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Jakie s\u0105 <\/strong><a><strong>Dane strony zerowej<\/strong><\/a><strong>?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dane strony zerowej s\u0105 definiowane jako dane dobrowolnie i \u015bwiadomie dostarczone przez klienta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dane te mog\u0105 odnosi\u0107 si\u0119 do intencji zakupu, kontekstu osobistego, a nawet tego, jak klient chce by\u0107 rozpoznawany przez mark\u0119.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pozwalaj\u0105 one markom budowa\u0107 bezpo\u015brednie relacje z konsumentami, a tym samym lepiej personalizowa\u0107 swoje dzia\u0142ania marketingowe, us\u0142ugi, oferty i rekomendacje produkt\u00f3w.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nawi\u0105zuj\u0105c bezpo\u015bredni kontakt z konsumentami, zamiast wyci\u0105ga\u0107 wnioski i przyjmowa\u0107 za\u0142o\u017cenia, mo\u017cna zebra\u0107 te dane po prostu pytaj\u0105c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je\u015bli klienci ufaj\u0105 i ceni\u0105 swoje interakcje z mark\u0105, b\u0119d\u0105 proaktywnie i celowo udost\u0119pnia\u0107 swoje dane. Marki mog\u0105 nast\u0119pnie wykorzystywa\u0107 dane, spostrze\u017cenia i pozwolenia, kt\u00f3re klienci dostarczaj\u0105, aby wdra\u017ca\u0107 bardziej spersonalizowany marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>R\u00f3\u017cne rodzaje danych w zale\u017cno\u015bci od \u017ar\u00f3d\u0142a, z kt\u00f3rego pochodz\u0105<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dane strony zerowej<\/strong><strong><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Marki zbieraj\u0105 dane z pierwszego \u017ar\u00f3d\u0142a bezpo\u015brednio od klienta, zwykle podczas sprzeda\u017cy lub wype\u0142niania formularzy; ten rodzaj danych mo\u017ce obejmowa\u0107 wcze\u015bniejsze zakupy, adresy pocztowe, preferencje dotycz\u0105ce produkt\u00f3w i daty urodzenia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poniewa\u017c pochodz\u0105 one bezpo\u015brednio ze \u017ar\u00f3d\u0142a, zapewniaj\u0105 cenny wgl\u0105d w to, w jaki spos\u00f3b klient wchodzi w interakcj\u0119 z mark\u0105 i jak jego zachowania zmieniaj\u0105 si\u0119 w czasie.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dane drugiej strony<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">S\u0105 to pierwsze dane \u017ar\u00f3d\u0142owe innej organizacji. S\u0105 one udost\u0119pniane - a nie sprzedawane - mi\u0119dzy dwiema zaufanymi firmami, a nast\u0119pnie \u0142\u0105czone z danymi z pierwszego \u017ar\u00f3d\u0142a w celu kierowania reklam do znanych i nieznanych odbiorc\u00f3w.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dane stron trzecich<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">S\u0105 to dane gromadzone przez r\u00f3\u017cnych dostawc\u00f3w, kt\u00f3re s\u0105 nast\u0119pnie kupowane przez marki.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ten rodzaj danych mo\u017ce obejmowa\u0107 niezliczone dane osobowe lub zanonimizowane dane, takie jak informacje demograficzne i informacje o aktywno\u015bci online, na podstawie kt\u00f3rych mo\u017cna wywnioskowa\u0107 zainteresowania i preferencje konsumenta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dane os\u00f3b trzecich maj\u0105 pewn\u0105 warto\u015b\u0107 dla marketer\u00f3w, ale wi\u0105\u017c\u0105 si\u0119 ze znacznym ryzykiem.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Jak zbiera\u0107 dane stron zerowych?<\/strong> <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Gromadzenie tego typu danych wymaga przemy\u015blanego i strategicznego podej\u015bcia. Marki powinny d\u0105\u017cy\u0107 do tworzenia spersonalizowanych do\u015bwiadcze\u0144, kt\u00f3re s\u0105 \u0142atwe, przejrzyste i warto\u015bciowe dla konsument\u00f3w, upewniaj\u0105c si\u0119, \u017ce rozumiej\u0105, w jaki spos\u00f3b ich dane b\u0119d\u0105 wykorzystywane i jakie korzy\u015bci przyniesie im ich dostarczanie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marki musz\u0105 zaproponowa\u0107 warto\u015bciow\u0105 wymian\u0119 warto\u015bci. Zar\u00f3wno z perspektywy marketera, jak i klienta, ta wymiana warto\u015bci jest prosta: popro\u015b, otrzymaj, daj, powt\u00f3rz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kwestionariusze, ankiety, loterie, kody QR w punktach sprzeda\u017cy, referencje w mediach spo\u0142eczno\u015bciowych, by wymieni\u0107 tylko kilka, mog\u0105 zawiera\u0107 mechanizmy nagradzania, kt\u00f3re daj\u0105 konsumentom prawdziwy pow\u00f3d do uczestnictwa i przesy\u0142ania swoich danych.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Korzy\u015bci z personalizacji<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Konsumenci uwielbiaj\u0105 personalizacj\u0119 opart\u0105 na danych z pierwszego \u017ar\u00f3d\u0142a. Kluczem jest ustanowienie inteligentnej strategii przesy\u0142ania wiadomo\u015bci, kt\u00f3ra wykracza poza \"wysy\u0142anie do wszystkich\" lub personalizacj\u0119, kt\u00f3ra po prostu umieszcza imi\u0119 w temacie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wiadomo\u015bci powinny oferowa\u0107 produkty, kt\u00f3rymi klient wyrazi\u0142 zainteresowanie, kt\u00f3re pasuj\u0105 do okre\u015blonego przez niego bud\u017cetu i zawiera\u0107 dynamiczne tre\u015bci wykorzystuj\u0105ce s\u0142owa kluczowe, o kt\u00f3rych wiadomo, \u017ce generuj\u0105 zaanga\u017cowanie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Budowanie relacji z klientami<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zero Party Data to przysz\u0142o\u015b\u0107 marketingu relacji i ma wp\u0142yw na ca\u0142y cykl \u017cycia klienta, od pozyskania i utrzymania po lojalno\u015b\u0107.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zacznij budowa\u0107 trwa\u0142e relacje z klientami ju\u017c teraz, oferuj\u0105c im anga\u017cuj\u0105c\u0105 wymian\u0119 warto\u015bci, kt\u00f3ra popchnie ich naprz\u00f3d w ich podr\u00f3\u017cy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co wi\u0119cej, dane z pierwszego \u017ar\u00f3d\u0142a maj\u0105 kluczowe znaczenie w czasach, gdy prywatno\u015b\u0107 i personalizacja s\u0105 priorytetami dla konsument\u00f3w.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wed\u0142ug bada\u0144, takich jak te przeprowadzone przez Salesforce, kt\u00f3re wskazuj\u0105, \u017ce 76% konsument\u00f3w oczekuje, \u017ce firmy zrozumiej\u0105 ich potrzeby i oczekiwania, gromadzenie informacji o ich potrzebach i oczekiwaniach jest kluczowym elementem udanej strategii biznesowej. <strong>Dane strony zerowej <\/strong>jest nie tylko korzystne dla personalizacji do\u015bwiadcze\u0144 klient\u00f3w, ale tak\u017ce dla budowania solidnych podstaw zaufania mi\u0119dzy mark\u0105 a konsumentem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To bezpo\u015brednie i oparte na konsensusie podej\u015bcie do gromadzenia danych gwarantuje, \u017ce marki pozostaj\u0105 w zgodzie z przepisami dotycz\u0105cymi prywatno\u015bci, takimi jak RODO i CCPA, kt\u00f3re daj\u0105 konsumentom kontrol\u0119 nad ich w\u0142asnymi danymi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">W\u0142\u0105czenie tych danych do strategii marketingowej firmy mo\u017ce zapewni\u0107 znaczn\u0105 przewag\u0119 konkurencyjn\u0105, umo\u017cliwiaj\u0105c im g\u0142\u0119bok\u0105 personalizacj\u0119 i przewidywanie potrzeb i pragnie\u0144 konsument\u00f3w, sprzyjaj\u0105c w ten spos\u00f3b silniejszym i trwalszym relacjom.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/pl\/es\/es\/es\/es\/uzyskiwanie-i-centralizacja-wszystkich-rodzajow-danych\/masterbase\/\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"10229\" data-permalink=\"https:\/\/masterbase.com\/pl\/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>Marketing relacji koncentruje si\u0119 na rozwijaniu d\u0142ugoterminowych relacji bezpo\u015brednio z konsumentami, zrozumieniu ich prawdziwych potrzeb i pragnie\u0144 w celu oferowania bardziej spersonalizowanych produkt\u00f3w i us\u0142ug.<\/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,"_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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