{"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":"osnove-podatkov-o-nicelni-stranki-ki-jih-morate-poznati","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/fundamentos-de-zero-party-data-lo-que-necesitas-saber\/masterbase\/","title":{"rendered":"Osnove podatkov o ni\u010delni stranki: kaj morate vedeti"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Da bi lahko vzpostavile te odnose s strankami, morajo blagovne znamke spodbujati personalizacijo s pravo vrsto podatkov, tj. s pravo vrsto podatkov. <strong>Podatki ni\u010delne stranke<\/strong> (prvi vir podatkov).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kak\u0161ne so <\/strong><a><strong>Podatki ni\u010delne stranke<\/strong><\/a><strong>?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podatki ni\u010delne stranke so opredeljeni kot podatki, ki jih stranka prostovoljno in zavestno posreduje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ti podatki so lahko povezani z nakupno namero, osebnim kontekstom ali celo s tem, kako \u017eeli biti stranka prepoznana s strani blagovne znamke.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Blagovnim znamkam omogo\u010dajo vzpostavljanje neposrednih odnosov s potro\u0161niki in s tem bolj\u0161e prilagajanje tr\u017eenjskih prizadevanj, storitev, ponudb in priporo\u010dil izdelkov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z neposrednim stikom s potro\u0161niki, namesto da bi sklepali in domnevali, te podatke zberete preprosto s spra\u0161evanjem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010ce stranke zaupajo in cenijo svoje interakcije z blagovno znamko, bodo proaktivno in namerno delile svoje podatke. Blagovne znamke lahko nato uporabijo podatke, vpoglede in dovoljenja, ki jih posredujejo stranke, za izvajanje bolj prilagojenega tr\u017eenja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Razli\u010dne vrste podatkov glede na vir, iz katerega prihajajo.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Podatki ni\u010delne stranke<\/strong><strong><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Blagovne znamke zbirajo podatke iz prvega vira neposredno od stranke, obi\u010dajno med prodajo ali z izpolnitvijo obrazcev; tovrstni podatki lahko vklju\u010dujejo pretekle nakupe, po\u0161tne naslove, preference izdelkov in datume rojstva.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ker prihajajo neposredno od vira, zagotavljajo dragocen vpogled v to, kako stranka komunicira z blagovno znamko in kako se njeno vedenje spreminja skozi \u010das.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Podatki druge stranke<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To so prvi izvorni podatki druge organizacije. Dve zaupanja vredni podjetji si jih delita - ne prodajata - in jih nato zdru\u017eita s podatki prvega vira za ciljno usmerjanje znanih in neznanih ob\u010dinstev.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Podatki tretjih oseb<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To so podatki, ki jih zbirajo razli\u010dni dobavitelji, nato pa jih kupijo blagovne znamke.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ta vrsta podatkov lahko vklju\u010duje \u0161tevilne osebne ali anonimizirane podatke, kot so demografski podatki in podatki o spletnih dejavnostih, na podlagi katerih je mogo\u010de sklepati o potro\u0161nikovih interesih in \u017eeljah.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podatki tretjih oseb imajo za tr\u017enike dolo\u010deno vrednost, vendar prina\u0161ajo precej\u0161nje tveganje.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Kako zbirati podatke o ni\u010delni stranki?<\/strong> <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Zbiranje tovrstnih podatkov zahteva premi\u0161ljen in strate\u0161ki pristop. Blagovne znamke si morajo prizadevati za ustvarjanje personaliziranih izku\u0161enj, ki so enostavne, pregledne in dragocene za potro\u0161nika, ter zagotoviti, da razumejo, kako bodo njihovi podatki uporabljeni in kak\u0161ne koristi jim prina\u0161a njihovo posredovanje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Blagovne znamke morajo ponuditi koristno izmenjavo vrednosti. Z vidika tr\u017enika ali kupca je ta izmenjava vrednosti preprosta: vpra\u0161ati, dobiti, dati, ponoviti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vpra\u0161alniki, ankete, loterije, kode QR na prodajnem mestu, pri\u010devanja v dru\u017ebenih medijih in \u0161e bi lahko na\u0161tevali, lahko vklju\u010dujejo mehanizme nagrajevanja, ki potro\u0161nikom dajejo resni\u010den razlog za sodelovanje in posredovanje podatkov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Prednosti personalizacije<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Potro\u0161niki obo\u017eujejo prilagajanje, ki temelji na podatkih iz prvega vira. Klju\u010dno je vzpostaviti pametno strategijo sporo\u010danja, ki presega \"po\u0161lji vsem\" ali personalizacijo, ki v predmetno vrstico preprosto vpi\u0161e ime.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sporo\u010dila morajo ponujati izdelke, za katere je stranka izrazila zanimanje, ki ustrezajo njenemu dolo\u010denemu prora\u010dunu in vsebujejo dinami\u010dno vsebino z uporabo klju\u010dnih besed, za katere je znano, da ustvarjajo sodelovanje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vzpostavljanje odnosov s strankami<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podatki ni\u010delne stranke so prihodnost tr\u017eenja odnosov in vplivajo na celoten \u017eivljenjski cikel stranke, od pridobivanja in zadr\u017eevanja do zvestobe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zdaj za\u010dnite graditi trajne odnose s strankami in jim ponudite zanimivo izmenjavo vrednosti, ki jih bo na njihovi poti vodila naprej.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poleg tega so podatki iz prvega vira klju\u010dnega pomena v \u010dasu, ko sta zasebnost in personalizacija najpomembnej\u0161i prednostni nalogi potro\u0161nikov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Glede na raziskave, kot je Salesforce, ki ka\u017eejo, da 76% potro\u0161nikov pri\u010dakuje, da podjetja razumejo njihove potrebe in pri\u010dakovanja, je zbiranje informacij o njihovih potrebah in pri\u010dakovanjih klju\u010dni element uspe\u0161ne poslovne strategije. <strong>Podatki ni\u010delne stranke <\/strong>ni koristen le za personalizacijo uporabni\u0161ke izku\u0161nje, temve\u010d tudi za vzpostavitev trdnih temeljev zaupanja med blagovno znamko in potro\u0161nikom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ta neposredni in sporazumni pristop k zbiranju podatkov zagotavlja, da blagovne znamke ostanejo v skladu s predpisi o zasebnosti, kot sta GDPR in CCPA, ki potro\u0161nikom omogo\u010dajo nadzor nad lastnimi podatki.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vklju\u010ditev teh podatkov v tr\u017eenjsko strategijo podjetja lahko zagotovi pomembno konkuren\u010dno prednost, saj mu omogo\u010di, da globoko prilagodi in predvidi potrebe in \u017eelje potro\u0161nikov ter s tem okrepi mo\u010dnej\u0161i in trajnej\u0161i odnos.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/sl\/es\/es\/es\/es\/pridobiti-in-centralizirati-vse-vrste-podatkov\/masterbase\/\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"10229\" data-permalink=\"https:\/\/masterbase.com\/sl\/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>Tr\u017eenje odnosov se osredoto\u010da na razvijanje dolgoro\u010dnih odnosov neposredno s potro\u0161niki, razumevanje njihovih resni\u010dnih potreb in \u017eelja, da bi lahko ponudili bolj prilagojene izdelke in storitve.<\/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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