{"id":6593,"date":"2023-04-14T21:43:00","date_gmt":"2023-04-14T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6593"},"modified":"2023-12-29T09:30:21","modified_gmt":"2023-12-29T07:30:21","slug":"ako-vytvorit-kompletny-profil-zakaznika-pomocou-udajov","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-crear-un-completo-perfil-de-cliente-utilizando-datos\/masterbase\/","title":{"rendered":"Ako vytvori\u0165 kompletn\u00fd profil z\u00e1kazn\u00edka pomocou \u00fadajov"},"content":{"rendered":"

Zauj\u00edmav\u00fd \u010dl\u00e1nok Annum Munir podrobne opisuje kroky, ktor\u00e9 treba vykona\u0165 pri vytv\u00e1ran\u00ed individu\u00e1lneho profilu prostredn\u00edctvom \u00fadajov, \u010do je v s\u00fa\u010dasnosti z\u00e1kladn\u00fdm pilierom ka\u017edej online strat\u00e9gie.<\/p>\n

<\/p>\n

Persona kupuj\u00faceho vs. profil z\u00e1kazn\u00edka<\/span><\/strong><\/span><\/p>\n

Na za\u010diatku je d\u00f4le\u017eit\u00e9 objasni\u0165, \u017ee napriek podobnosti nie je profil z\u00e1kazn\u00edka to ist\u00e9 ako pers\u00f3na kupuj\u00faceho alebo cie\u013eov\u00fd trh.<\/span><\/span><\/p>\n

Pers\u00f3na kupuj\u00faceho je \u010diasto\u010dne fikt\u00edvna predstava ide\u00e1lneho z\u00e1kazn\u00edka, ktor\u00e1 sl\u00fa\u017ei na premietnutie potrieb a t\u00fa\u017eob va\u0161ich z\u00e1kazn\u00edkov.<\/p>\n

Profilovanie z\u00e1kazn\u00edkov je o budovan\u00ed skuto\u010dn\u00fdch vz\u0165ahov s existuj\u00facimi z\u00e1kazn\u00edkmi pomocou skuto\u010dn\u00fdch \u00fadajov, faktov a inform\u00e1ci\u00ed.<\/p>\n

\u010co s\u00fa to profily z\u00e1kazn\u00edkov a pre\u010do s\u00fa potrebn\u00e9?
\n<\/strong><\/span><\/p>\n

Myslite na svojich z\u00e1kazn\u00edkov na individu\u00e1lnej \u00farovni. Povedzme, \u017ee m\u00e1te klienta menom Ana. Je to dvadsa\u0165ro\u010dn\u00e1 mileni\u00e1lka, ktor\u00e1 \u017eije v Madride a pracuje v marketingu.<\/p>\n

Je v\u00e1\u0161nivou pou\u017e\u00edvate\u013ekou aplik\u00e1ci\u00ed, ktor\u00e1 sa so svojimi zna\u010dkami sp\u00e1ja predov\u0161etk\u00fdm prostredn\u00edctvom iPhonu. Pr\u00edle\u017eitostne si prezer\u00e1 webov\u00e9 str\u00e1nky, klik\u00e1 na va\u0161e spr\u00e1vy alebo zdie\u013ea v\u00e1\u0161 obsah na soci\u00e1lnych sie\u0165ach, ale n\u00e1v\u0161teve obchodu sa vyh\u00fdba, ako sa len d\u00e1.<\/p>\n

Nebolo by v\u0161ak ide\u00e1lne ma\u0165 v\u0161etky tieto inform\u00e1cie na jednom \u013eahko pr\u00edstupnom mieste? Pr\u00e1ve tu sa st\u00e1vaj\u00fa d\u00f4le\u017eit\u00e9 profily z\u00e1kazn\u00edkov.<\/p>\n

Roz\u010dlenen\u00e1 verzia Aninho profilu klienta by vyzerala takto:<\/p>\n

\"Sn\u00edmka<\/p>\n

Ako vid\u00edte, profily z\u00e1kazn\u00edkov predstavuj\u00fa konsolid\u00e1ciu v\u0161etk\u00fdch \u00fadajov, ktor\u00e9 o svojich z\u00e1kazn\u00edkoch zhroma\u017e\u010fujete, na jednom mieste.<\/strong> Prirodzene, ka\u017ed\u00e1 osoba by mala ma\u0165 svoj vlastn\u00fd z\u00e1kazn\u00edcky profil zalo\u017een\u00fd na jej jedine\u010dn\u00fdch vlastnostiach a interakci\u00e1ch s podnikom.<\/p>\n

Profily z\u00e1kazn\u00edkov prispievaj\u00fa k hlbok\u00e9mu pochopeniu va\u0161ich pou\u017e\u00edvate\u013eov, k zmysluplnej komunik\u00e1cii s nimi a k tomu, aby si neust\u00e1le prezerali v\u00e1\u0161 obsah a z\u00edskavali \u010fal\u0161ie inform\u00e1cie.<\/p>\n

Pom\u00f4\u017eu v\u00e1m vytvori\u0165 kompletn\u00fd obraz o jednotliv\u00fdch pou\u017e\u00edvate\u013eoch, ktor\u00fd bude lep\u0161ie sl\u00fa\u017ei\u0165 va\u0161im potreb\u00e1m. A pr\u00e1ve to men\u00ed priemern\u00e9 podniky na skvel\u00e9.<\/p>\n

Ako vytvori\u0165 kompletn\u00fd profil z\u00e1kazn\u00edka v 7 krokoch<\/strong><\/span><\/p>\n

Krok 1: Export \u00fadajov jednotliv\u00fdch z\u00e1kazn\u00edkov z online kan\u00e1lov
\n<\/strong><\/span>Digit\u00e1lne kan\u00e1ly (webov\u00e9 str\u00e1nky, e-mail, soci\u00e1lne m\u00e9di\u00e1) pom\u00e1haj\u00fa poskytova\u0165 inform\u00e1cie v\u00e1\u0161mu publiku, ale z\u00e1rove\u0148 o \u0148om zhroma\u017e\u010fuj\u00fa mno\u017estvo \u00fadajov. Ka\u017ed\u00fd online kan\u00e1l m\u00f4\u017ee vrhn\u00fa\u0165 nov\u00e9 svetlo na to, kto s\u00fa va\u0161i pou\u017e\u00edvatelia, \u010do \u010d\u00edtaj\u00fa, \u010do ich zauj\u00edma a \u010do zdie\u013eaj\u00fa na webe.<\/p>\n

Ni\u017e\u0161ie uv\u00e1dzame, \u010do v\u00e1s jednotliv\u00e9 kan\u00e1ly m\u00f4\u017eu nau\u010di\u0165 o va\u0161ich z\u00e1kazn\u00edkoch.<\/strong><\/p>\n

E-mail<\/strong>\u00dadaje z e-mailov v\u00e1m pom\u00f4\u017eu pochopi\u0165, ako \u010dasto va\u0161i z\u00e1kazn\u00edci radi dost\u00e1vaj\u00fa spr\u00e1vy od va\u0161ej spolo\u010dnosti a ak\u00fd druh komunik\u00e1cie otv\u00e1raj\u00fa a \u010d\u00edtaj\u00fa.<\/p>\n

Pr\u00edklady pol\u00ed profilu na export:<\/p>\n

- E-mailov\u00e1 adresa<\/p>\n

- Predvo\u013eby predplatn\u00e9ho<\/p>\n

- Stav predplatite\u013ea z\u00e1sielky<\/p>\n

- Najnov\u0161ie otvoren\u00e9 spr\u00e1vy<\/p>\n

- Mesa\u010dn\u00fd priemer otvoren\u00fdch spr\u00e1v<\/p>\n

- Posledn\u00fd d\u00e1tum kliknutia na spr\u00e1vu<\/p>\n

- Posledn\u00e9 prepojenie otvoren\u00e9 v spr\u00e1ve<\/p>\n

- Priemern\u00e9 mesa\u010dn\u00e9 kliknutia na z\u00e1sielku<\/p>\n

- Spolo\u010dnos\u0165, zamestnanie at\u010f.<\/p>\n

Webov\u00e1 lokalita:<\/strong> Presk\u00famanie anal\u00fdzy webov\u00fdch str\u00e1nok je ve\u013emi be\u017enou praxou. Ko\u013eko \u013eud\u00ed si v poslednom \u010dase prezeralo va\u0161e webov\u00e9 str\u00e1nky? Na ktor\u00fdch str\u00e1nkach str\u00e1vili najviac \u010dasu? Ak\u00fa prv\u00fa akciu vykonali (n\u00e1kup produktu, \u017eiados\u0165 o cenov\u00fa ponuku, vytvorenie \u00fa\u010dtu)? Kedy naposledy vykonali zmyslupln\u00fa akciu?<\/p>\n

Pr\u00edklady pol\u00ed profilu na export:<\/p>\n

- Posledn\u00e1 n\u00e1v\u0161teva webovej str\u00e1nky a nav\u0161t\u00edven\u00e9 str\u00e1nky<\/p>\n

- Prv\u00e1 nav\u0161t\u00edven\u00e1 str\u00e1nka webovej lokality a zobrazen\u00e9 str\u00e1nky<\/p>\n

- D\u00e1tum poslednej udalosti konverzie a ponuka<\/p>\n

- Prv\u00e1 udalos\u0165 konverzie. D\u00e1tum a ponuka<\/p>\n

- Priemern\u00fd \u010das na mieste<\/p>\n

- Mesa\u010dn\u00e9 n\u00e1v\u0161tevy webovej str\u00e1nky<\/p>\n

Soci\u00e1lne siete:\u00a0<\/strong>Sleduj\u00fa va\u0161u zna\u010dku, zdie\u013eaj\u00fa v\u00e1\u0161 obsah, lajkuj\u00fa, retweetuj\u00fa alebo komentuj\u00fa v\u00e1\u0161 obsah? Sledujte interakcie svojich z\u00e1kazn\u00edkov v soci\u00e1lnych sie\u0165ach a vyu\u017eite ich na meranie \u00farovne ich spokojnosti s va\u0161ou firmou, produktmi a aplik\u00e1ciami.<\/p>\n

Pr\u00edklady pol\u00ed profilu na export:<\/p>\n

- Sp\u00e4tn\u00e1 v\u00e4zba zo soci\u00e1lnych siet\u00ed (pozit\u00edvna alebo negat\u00edvna)<\/p>\n

- Po\u010det chut\u00ed zna\u010dky<\/p>\n

- Po\u010det akci\u00ed zna\u010dky<\/p>\n

Krok 2: Export \u00fadajov jednotliv\u00fdch z\u00e1kazn\u00edkov z offline kan\u00e1lov
\n<\/strong><\/span>Medzi offline kan\u00e1ly patria po\u0161tov\u00e9 z\u00e1sielky, kamenn\u00e9 obchody a organizovanie podujat\u00ed. Tieto kan\u00e1ly tie\u017e zhroma\u017e\u010fuj\u00fa cenn\u00e9 \u00fadaje o va\u0161ich z\u00e1kazn\u00edkoch a objas\u0148uj\u00fa ich skuto\u010dn\u00e9 spr\u00e1vanie a aktivity.<\/span><\/p>\n

Pr\u00edklady pol\u00ed profilu na export:<\/p>\n

Po\u0161tov\u00e9 kampane<\/p>\n

- Stav predplatite\u013ea \u010dasopisu<\/p>\n

- D\u00e1tum poslednej dod\u00e1vky<\/p>\n

\u00b7 Direcci\u00f3n<\/p>\n

- Predajn\u00e9 \u00fazemie<\/p>\n

Fyzick\u00e9 obchody<\/p>\n

- Posledn\u00e1 n\u00e1v\u0161teva obchodu<\/p>\n

- Posledn\u00fd v\u00fdrobok zak\u00fapen\u00fd v obchode<\/p>\n

- Kredit v obchode<\/p>\n

- Pou\u017e\u00edvanie karty Frequent Flyer<\/p>\n

Podujatia<\/p>\n

- Posledn\u00e9 podujatie, na ktorom sa z\u00fa\u010dastnili<\/p>\n

- V\u0161etky podujatia<\/p>\n

Krok 3: Zhroma\u017e\u010fovanie individu\u00e1lnych \u00fadajov o pou\u017e\u00edvan\u00ed aplik\u00e1ci\u00ed
\n<\/strong><\/span>Aplik\u00e1cie m\u00f4\u017eu by\u0165 najint\u00edmnej\u0161\u00edm sp\u00f4sobom, ako sa spotrebite\u013e spoj\u00ed so zna\u010dkou. Aplik\u00e1cie steles\u0148uj\u00fa pr\u00eds\u013eub zna\u010dky a pom\u00e1haj\u00fa pou\u017e\u00edvate\u013eom \u013eahko a kdeko\u013evek vykon\u00e1va\u0165 konkr\u00e9tne \u00falohy.<\/p>\n

To z nich rob\u00ed zlat\u00fa ba\u0148u ako zdroj \u00fadajov o spr\u00e1van\u00ed.<\/p>\n

Stiahli si va\u0161i k\u013e\u00fa\u010dov\u00ed z\u00e1kazn\u00edci va\u0161u aplik\u00e1ciu?<\/p>\n

Ako \u010dasto pou\u017e\u00edvate aplik\u00e1ciu?<\/p>\n

Boli aktivovan\u00e9 mobiln\u00e9 ozn\u00e1menia?<\/p>\n

Ak\u00e9 \u010dinnosti vykon\u00e1vaj\u00fa v aplik\u00e1cii?<\/p>\n

Ak\u00e9 udalosti sa v aplik\u00e1cii stali?<\/p>\n

Ktor\u00e9 obrazovky nav\u0161tevujete naj\u010dastej\u0161ie a ktor\u00e9 najmenej?<\/p>\n

Pr\u00edklady pol\u00ed profilu na export:<\/p>\n

- Povolen\u00e9 ozn\u00e1menia<\/p>\n

- Posledn\u00e1 rel\u00e1cia aplik\u00e1cie<\/p>\n

- Priemern\u00e9 trvanie rel\u00e1cie<\/p>\n

- Konverzie \/ udalosti aplik\u00e1cie<\/p>\n

- Doba prev\u00e1dzkyschopnosti aplik\u00e1cie<\/p>\n

- Miera prekliku na spr\u00e1vu<\/p>\n

- Pou\u017e\u00edvate\u013esk\u00e9 preferencie \/ atrib\u00faty<\/p>\n

Krok 4: Import t\u00fdchto \u00fadajov do centr\u00e1lneho umiestnenia
\n<\/strong><\/span>Po z\u00edskan\u00ed v\u0161etk\u00fdch inform\u00e1ci\u00ed op\u00edsan\u00fdch v krokoch 1 a\u017e 3 je \u010das na ich integr\u00e1ciu. Cie\u013eom je spoji\u0165 r\u00f4znorod\u00e9 zdroje inform\u00e1ci\u00ed na jednom mieste. Spr\u00e1vne \u00fadaje m\u00f4\u017eete priradi\u0165 spr\u00e1vnym \u013eu\u010fom pod\u013ea mena z\u00e1kazn\u00edka, ID alebo in\u00fdch \u013eahko identifikovate\u013en\u00fdch jedine\u010dn\u00fdch parametrov.<\/p>\n

Krok 5: Spr\u00e1vna interpret\u00e1cia \u00fadajov
\n<\/strong><\/span>Po \u00faspe\u0161nom importe \u00fadajov budete ma\u0165 k dispoz\u00edcii mno\u017estvo komplexn\u00fdch profilov z\u00e1kazn\u00edkov.<\/p>\n

Budete sa m\u00f4c\u0165 ponori\u0165 do n\u00e1kupn\u00fdch vzorcov, demografick\u00fdch \u00fadajov a hist\u00f3rie spr\u00e1vania pou\u017e\u00edvate\u013eov, aby ste lep\u0161ie pochopili, v \u010dom s\u00fa si podobn\u00ed a v \u010dom sa l\u00ed\u0161ia.<\/p>\n

Krok 6: Premena \u00fadajov na akcie
\n<\/strong><\/span>\u010co s nimi urob\u00edte po vytvoren\u00ed profilov a ich obohaten\u00ed o \u00fadaje? Mus\u00edte tieto \u00fadaje pou\u017ei\u0165 v praxi. Zoskupte jednotliv\u00e9 profily z\u00e1kazn\u00edkov a vytvorte \"publik\u00e1\", t. j. segmenty pou\u017e\u00edvate\u013eov, a potom im posielajte personalizovan\u00e9 spr\u00e1vy. Pam\u00e4tajte, \u017ee \u010d\u00edm viac viete o svojich kontaktoch, t\u00fdm lep\u0161ie m\u00f4\u017eete uspokoji\u0165 ich t\u00fa\u017eby prostredn\u00edctvom tzv. relevancie.<\/p>\n

Krok 7: Pravideln\u00e1 aktualiz\u00e1cia profilov z\u00e1kazn\u00edkov
\n<\/strong><\/span>Zmena je jedinou kon\u0161tantou v \u017eivote. \u013dudia sa menia, menia sa ich ciele a situ\u00e1cia. Preto je pravideln\u00e1 aktualiz\u00e1cia profilov z\u00e1kazn\u00edkov z\u00e1kladnou po\u017eiadavkou.<\/p>\n

Nedovo\u013ete, aby zastarali! Vytvorte si komunika\u010dn\u00e9 strat\u00e9gie, ktor\u00e9 bud\u00fa va\u0161e profily pravidelne dop\u013a\u0148a\u0165 a obohacova\u0165 o najnov\u0161ie a naj\u010derstvej\u0161ie inform\u00e1cie od va\u0161ich kontaktov.<\/p>\n

Z\u00e1ver<\/strong><\/span><\/p>\n

Bez oh\u013eadu na typ podnikania je v\u017edy drah\u0161ie z\u00edska\u0165 nov\u00e9ho z\u00e1kazn\u00edka ako udr\u017ea\u0165 si existuj\u00faceho. Profily z\u00e1kazn\u00edkov v\u00e1m pom\u00f4\u017eu lep\u0161ie im porozumie\u0165, maximalizova\u0165 relevantnos\u0165 va\u0161ej komunik\u00e1cie a zv\u00fd\u0161i\u0165 ich anga\u017eovanos\u0165 vo vz\u0165ahu k va\u0161ej zna\u010dke.<\/p>\n

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Zauj\u00edmav\u00fd \u010dl\u00e1nok Annum Munir podrobne opisuje kroky, ktor\u00e9 treba vykona\u0165 pri vytv\u00e1ran\u00ed individu\u00e1lneho profilu prostredn\u00edctvom \u00fadajov, \u010do je v s\u00fa\u010dasnosti z\u00e1kladn\u00fdm pilierom ka\u017edej online strat\u00e9gie.<\/p>","protected":false},"author":239642484,"featured_media":7760,"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":[],"class_list":["post-6593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo crear un completo\u00a0perfil de cliente utilizando datos - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/sk\/ako-vytvorit-kompletny-profil-zakaznika-pomocou-udajov\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo crear un completo\u00a0perfil de cliente utilizando datos - 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