{"id":6593,"date":"2023-04-14T21:43:00","date_gmt":"2023-04-14T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6593"},"modified":"2023-12-29T09:30:21","modified_gmt":"2023-12-29T07:30:21","slug":"kako-s-pomocjo-podatkov-ustvariti-popoln-profil-stranke","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/como-crear-un-completo-perfil-de-cliente-utilizando-datos\/masterbase\/","title":{"rendered":"Kako ustvariti popoln profil stranke s pomo\u010djo podatkov"},"content":{"rendered":"

V zanimivem \u010dlanku Annuma Munirja so podrobno opisani koraki, ki jim je treba slediti pri ustvarjanju individualnega profila s pomo\u010djo podatkov, ki so danes temeljni steber vsake spletne strategije.<\/p>\n

<\/p>\n

Persona kupca proti profilu stranke<\/span><\/strong><\/span><\/p>\n

Na za\u010detku je treba pojasniti, da kljub podobnosti profil stranke ni isto kot persona kupca ali ciljni trg.<\/span><\/span><\/p>\n

Persona kupca je napol fiktivna predstavitev idealne stranke, ki odra\u017ea potrebe in \u017eelje va\u0161ih strank.<\/p>\n

Pri oblikovanju profilov strank gre za vzpostavljanje resni\u010dnih odnosov z obstoje\u010dimi strankami z uporabo resni\u010dnih podatkov, dejstev in informacij.<\/p>\n

Kaj so profili strank in zakaj so potrebni?
\n<\/strong><\/span><\/p>\n

O svojih strankah razmi\u0161ljajte na individualni ravni. Recimo, da imate stranko z imenom Ana. Je dvajsetletna milenijka, ki \u017eivi v Madridu in dela v marketingu.<\/p>\n

Je navdu\u0161ena uporabnica aplikacij, ki z blagovnimi znamkami sodeluje predvsem prek telefona iPhone. Ob\u010dasno pregleduje spletna mesta, klikne na va\u0161a sporo\u010dila ali deli va\u0161e vsebine v dru\u017eabnih medijih, vendar se \u010dim bolj izogiba obisku trgovine.<\/p>\n

Toda ali ne bi bilo idealno, \u010de bi imeli vse te informacije na enem samem, lahko dostopnem mestu? Tu postanejo profili strank pomembni.<\/p>\n

Raz\u010dlenjena razli\u010dica Aninega profila stranke bi bila videti takole:<\/p>\n

\"Posnetek<\/p>\n

Kot lahko vidite, so profili strank zdru\u017eitev vseh podatkov, ki jih zberete o svojih strankah, na enem mestu.<\/strong> Seveda mora imeti vsaka oseba svoj profil stranke, ki temelji na njenih edinstvenih zna\u010dilnostih in interakcijah s podjetjem.<\/p>\n

Profili strank prispevajo k poglobljenemu razumevanju uporabnikov, smiselnemu sodelovanju z njimi in k temu, da nenehno pregledujejo va\u0161o vsebino in i\u0161\u010dejo ve\u010d informacij.<\/p>\n

Pomagajo vam lahko ustvariti celovito sliko posameznih uporabnikov, ki lahko bolje slu\u017eijo va\u0161im potrebam. In to je tisto, kar povpre\u010dna podjetja spremeni v odli\u010dna.<\/p>\n

Kako ustvariti popoln profil stranke v 7 korakih<\/strong><\/span><\/p>\n

Korak 1: Izvoz podatkov o posameznih strankah iz spletnih kanalov
\n<\/strong><\/span>Digitalni kanali (spletna stran, e-po\u0161ta, dru\u017eabni mediji) pomagajo posredovati informacije va\u0161emu ob\u010dinstvu, vendar o njem zbirajo tudi veliko podatkov. Vsak spletni kanal lahko na novo osvetli, kdo so va\u0161i uporabniki, kaj berejo, kaj jih zanima in kaj delijo na spletu.<\/p>\n

V nadaljevanju bomo podrobno opisali, kaj vam lahko vsak kanal pove o va\u0161ih strankah.<\/strong><\/p>\n

E-po\u0161ta<\/strong>Podatki o e-po\u0161ti vam bodo pomagali razumeti, kako pogosto va\u0161e stranke rade sli\u0161ijo va\u0161e podjetje ter kak\u0161na sporo\u010dila odpirajo in berejo.<\/p>\n

Primeri polj profila za izvoz:<\/p>\n

- E-po\u0161tni naslov<\/p>\n

- Nastavitve naro\u010dnine<\/p>\n

- Status naro\u010dnika po\u0161iljke<\/p>\n

- Najnovej\u0161a odprta sporo\u010dila<\/p>\n

- Mese\u010dno povpre\u010dje odprtih sporo\u010dil<\/p>\n

- Zadnji datum klika na sporo\u010dilo<\/p>\n

- Zadnja povezava se odpre v sporo\u010dilu<\/p>\n

- Povpre\u010dni mese\u010dni kliki na po\u0161iljanje<\/p>\n

- Podjetje, delovno mesto itd.<\/p>\n

Spletna stran:<\/strong> Pregled analitike spletnega mesta je zelo pogosta praksa. Koliko ljudi je nedavno obiskalo va\u0161e spletno mesto? Na katerih straneh so pre\u017eiveli najve\u010d \u010dasa? Katero je bilo njihovo prvo dejanje (nakup izdelka, zahteva za ponudbo, ustvarjanje ra\u010duna)? Kdaj so nazadnje izvedli pomembno dejanje?<\/p>\n

Primeri polj profila za izvoz:<\/p>\n

- Zadnji obisk spletnega mesta in obiskane strani<\/p>\n

- Prva obiskana spletna stran in ogledane strani<\/p>\n

- Zadnji datum dogodka pretvorbe in ponudba<\/p>\n

- Prvi dogodek pretvorbe. Datum in ponudba<\/p>\n

- Povpre\u010den \u010das na lokaciji<\/p>\n

- Mese\u010dni obiski spletnega mesta<\/p>\n

Dru\u017eabna omre\u017eja:\u00a0<\/strong>Ali sledijo va\u0161i blagovni znamki, delijo va\u0161o vsebino, v\u0161e\u010dkajo, retvitajo ali komentirajo va\u0161o vsebino? Spremljajte interakcije svojih strank v dru\u017eabnih omre\u017ejih in jih uporabite za merjenje stopnje njihovega zadovoljstva z va\u0161im podjetjem, izdelki in aplikacijami.<\/p>\n

Primeri polj profila za izvoz:<\/p>\n

- povratne informacije iz dru\u017eabnih omre\u017eij (pozitivne ali negativne)<\/p>\n

- \u0160tevilo okusov blagovnih znamk<\/p>\n

- \u0160tevilo ukrepov blagovne znamke<\/p>\n

Korak 2: Izvozite podatke o posameznih strankah iz kanalov brez povezave
\n<\/strong><\/span>Po\u0161ta, fizi\u010dne trgovine in gostovanje dogodkov so nekateri od kanalov brez povezave. Ti kanali zbirajo tudi dragocene podatke o va\u0161ih strankah ter osvetljujejo njihovo dejansko vedenje in dejavnosti.<\/span><\/p>\n

Primeri polj profila za izvoz:<\/p>\n

Po\u0161tne kampanje po po\u0161ti<\/p>\n

- Status naro\u010dnika revije<\/p>\n

- Datum zadnje po\u0161iljke<\/p>\n

- ime Lle DESCRI off<\/p>\n

- Prodajno obmo\u010dje<\/p>\n

Fizi\u010dne trgovine<\/p>\n

- Zadnji obisk trgovine<\/p>\n

- Zadnji izdelek, kupljen v trgovini<\/p>\n

- Kredit v trgovini<\/p>\n

- Uporaba kartice Frequent Flyer<\/p>\n

Dogodki<\/p>\n

- Zadnji obiskani dogodek<\/p>\n

- Vsi dogodki<\/p>\n

Korak 3: Zbiranje podatkov posameznih strank o uporabi aplikacij
\n<\/strong><\/span>Aplikacije so lahko najintimnej\u0161i na\u010din, kako se potro\u0161nik pove\u017ee z blagovno znamko. Aplikacije utele\u0161ajo obljubo blagovne znamke in uporabnikom pomagajo preprosto in kjer koli opravljati dolo\u010dene naloge.<\/p>\n

Zato so zlata jama kot vir podatkov o vedenju.<\/p>\n

Ali so va\u0161e klju\u010dne stranke prenesle va\u0161o aplikacijo?<\/p>\n

Kako pogosto uporabljate aplikacijo?<\/p>\n

Ali so aktivirana mobilna obvestila?<\/p>\n

Katera dejanja izvajajo v aplikaciji?<\/p>\n

Kateri dogodki v aplikaciji so postali?<\/p>\n

Katere zaslone obiskujete najpogosteje in katere najmanj?<\/p>\n

Primeri polj profila za izvoz:<\/p>\n

- Omogo\u010dena obvestila<\/p>\n

- Zadnja seja prijave<\/p>\n

- Povpre\u010dno trajanje seje<\/p>\n

- Konverzije \/ dogodki v aplikaciji<\/p>\n

- \u010cas delovanja aplikacije<\/p>\n

- Stopnja klikov na sporo\u010dila<\/p>\n

- Uporabnikove preference\/atributi<\/p>\n

Korak 4: Uvoz teh podatkov na centralizirano lokacijo
\n<\/strong><\/span>Ko so zbrane vse informacije, opisane v korakih od 1 do 3, je \u010das za njihovo integracijo. Cilj je zdru\u017eiti razli\u010dne vire informacij na enem mestu. Pravim osebam lahko dodelite prave podatke po imenu stranke, ID-ju ali drugih lahko prepoznavnih edinstvenih parametrih.<\/p>\n

Korak 5: Pravilna interpretacija podatkov
\n<\/strong><\/span>Po uspe\u0161nem uvozu podatkov boste imeli na voljo \u0161tevilne iz\u010drpne profile strank.<\/p>\n

Poglobili se boste lahko v nakupne vzorce, demografske podatke in vedenjsko zgodovino uporabnikov ter bolje razumeli, v \u010dem so si podobni in v \u010dem se razlikujejo.<\/p>\n

Korak 6: Pretvarjanje podatkov v ukrepe
\n<\/strong><\/span>Ko so profili ustvarjeni in obogateni s podatki, kaj storite z njimi? Podatke je treba uporabiti v praksi. Posamezne profile strank zdru\u017eite v skupine in ustvarite \"ob\u010dinstva\", tj. segmente uporabnikov, ter jim nato po\u0161ljite prilagojena sporo\u010dila. Ne pozabite, da ve\u010d kot veste o svojih stikih, bolje lahko zadovoljite njihove \u017eelje s tako imenovano ustreznostjo.<\/p>\n

Korak 7: Redno posodabljanje profilov strank
\n<\/strong><\/span>Spremembe so edina stalnica v \u017eivljenju. Ljudje se spreminjajo, spreminjajo se njihovi cilji in razmere. Zato je redno posodabljanje profilov strank temeljna zahteva.<\/p>\n

Ne dovolite, da zastarajo! Razvijte komunikacijske strategije, ki bodo va\u0161e profile redno dopolnjevale z najnovej\u0161imi in najbolj sve\u017eimi informacijami va\u0161ih stikov.<\/p>\n

Zaklju\u010dek<\/strong><\/span><\/p>\n

Ne glede na vrsto podjetja je vedno dra\u017eje pridobiti novo stranko kot obdr\u017eati obstoje\u010do. Profili strank vam pomagajo, da jih bolje razumete, kar pove\u010duje ustreznost va\u0161ih komunikacij in pove\u010duje njihovo sodelovanje z va\u0161o blagovno znamko.<\/p>\n

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