{"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":"verileri-kullanarak-eksiksiz-bir-musteri-profili-nasil-olusturulur","status":"publish","type":"post","link":"https:\/\/masterbase.com\/tr\/como-crear-un-completo-perfil-de-cliente-utilizando-datos\/masterbase\/","title":{"rendered":"Verileri kullanarak eksiksiz bir m\u00fc\u015fteri profili nas\u0131l olu\u015fturulur?"},"content":{"rendered":"

Annum Munir taraf\u0131ndan kaleme al\u0131nan ilgin\u00e7 bir makale, g\u00fcn\u00fcm\u00fczde her t\u00fcrl\u00fc \u00e7evrimi\u00e7i stratejinin temel dire\u011fi olan veriler arac\u0131l\u0131\u011f\u0131yla bireysel bir profil olu\u015fturmak i\u00e7in izlenmesi gereken ad\u0131mlar\u0131 detayland\u0131r\u0131yor.<\/p>\n

<\/p>\n

Al\u0131c\u0131 Personas\u0131 vs M\u00fc\u015fteri Profili<\/span><\/strong><\/span><\/p>\n

Benzerliklerine ra\u011fmen bir m\u00fc\u015fteri profilinin Al\u0131c\u0131 Personas\u0131 veya hedef pazar ile ayn\u0131 \u015fey olmad\u0131\u011f\u0131n\u0131 a\u00e7\u0131kl\u0131\u011fa kavu\u015fturarak ba\u015flamak \u00f6nemlidir.<\/span><\/span><\/p>\n

Al\u0131c\u0131 Personas\u0131, m\u00fc\u015fterilerinizin ihtiya\u00e7lar\u0131n\u0131 ve arzular\u0131n\u0131 yans\u0131tmak i\u00e7in ideal bir m\u00fc\u015fterinin yar\u0131 kurgusal bir temsilidir.<\/p>\n

M\u00fc\u015fteri profili olu\u015fturma, ger\u00e7ek veriler, ger\u00e7ekler ve bilgiler kullanarak mevcut m\u00fc\u015fterilerle ger\u00e7ek ili\u015fkiler kurmakla ilgilidir.<\/p>\n

M\u00fc\u015fteri profilleri nedir ve neden gereklidir?
\n<\/strong><\/span><\/p>\n

M\u00fc\u015fterilerinizi bireysel d\u00fczeyde d\u00fc\u015f\u00fcn\u00fcn. Diyelim ki Ana ad\u0131nda bir m\u00fc\u015fteriniz var. Kendisi Madrid'de ya\u015fayan ve pazarlama alan\u0131nda \u00e7al\u0131\u015fan yirmi ya\u015flar\u0131nda bir Y ku\u015fa\u011f\u0131.<\/p>\n

Markalar\u0131yla \u00f6ncelikle iPhone'u arac\u0131l\u0131\u011f\u0131yla etkile\u015fim kuran hevesli bir uygulama kullan\u0131c\u0131s\u0131. Ara s\u0131ra web sitelerine g\u00f6z at\u0131yor, mesajlar\u0131n\u0131za t\u0131kl\u0131yor veya sosyal medya i\u00e7eri\u011finizi payla\u015f\u0131yor, ancak bir ma\u011fazaya gitmekten m\u00fcmk\u00fcn oldu\u011funca ka\u00e7\u0131n\u0131yor.<\/p>\n

Ancak t\u00fcm bu bilgilerin tek ve kolay eri\u015filebilir bir yerde olmas\u0131 ideal olmaz m\u0131yd\u0131? \u0130\u015fte bu noktada m\u00fc\u015fteri profilleri \u00f6nem kazan\u0131yor.<\/p>\n

Ana'n\u0131n m\u00fc\u015fteri profilinin ayr\u0131\u015ft\u0131r\u0131lm\u0131\u015f bir versiyonu \u015f\u00f6yle g\u00f6r\u00fcnecektir:<\/p>\n

\"Ekran<\/p>\n

G\u00f6rd\u00fc\u011f\u00fcn\u00fcz gibi m\u00fc\u015fteri profilleri, m\u00fc\u015fterileriniz hakk\u0131nda toplad\u0131\u011f\u0131n\u0131z t\u00fcm verilerin tek bir yerde birle\u015ftirilmesidir.<\/strong> Do\u011fal olarak, her ki\u015finin kendine \u00f6zg\u00fc \u00f6zellikleri ve i\u015fletmeyle olan etkile\u015fimlerine dayal\u0131 olarak kendi m\u00fc\u015fteri profili olmal\u0131d\u0131r.<\/p>\n

M\u00fc\u015fteri profilleri, kullan\u0131c\u0131lar\u0131n\u0131z\u0131 derinlemesine anlaman\u0131za, onlarla anlaml\u0131 bir \u015fekilde etkile\u015fim kurman\u0131za ve daha fazla bilgi i\u00e7in i\u00e7eri\u011finizi s\u00fcrekli olarak g\u00f6zden ge\u00e7irmelerine katk\u0131da bulunur.<\/p>\n

\u0130htiya\u00e7lar\u0131n\u0131za daha iyi hizmet edebilmek i\u00e7in bireysel kullan\u0131c\u0131lar\u0131n\u0131z\u0131n eksiksiz bir resmini \u00e7izmenize yard\u0131mc\u0131 olabilirler. Vasat i\u015fletmeleri harika i\u015fletmelere d\u00f6n\u00fc\u015ft\u00fcren de budur.<\/p>\n

Eksiksiz bir m\u00fc\u015fteri profili 7 ad\u0131mda nas\u0131l olu\u015fturulur?<\/strong><\/span><\/p>\n

Ad\u0131m 1: \u00c7evrimi\u00e7i kanallardan bireysel m\u00fc\u015fteri verilerini d\u0131\u015fa aktarma
\n<\/strong><\/span>Dijital kanallar (web sitesi, e-posta, sosyal medya) hedef kitlenize bilgi sa\u011flaman\u0131za yard\u0131mc\u0131 olur, ancak ayn\u0131 zamanda onlar hakk\u0131nda \u00e7ok fazla veri toplar. Her bir \u00e7evrimi\u00e7i kanal, kullan\u0131c\u0131lar\u0131n\u0131z\u0131n kim oldu\u011funa, ne okuduklar\u0131na, neyle ilgilendiklerine ve web'de ne payla\u015ft\u0131klar\u0131na yeni bir \u0131\u015f\u0131k tutabilir.<\/p>\n

A\u015fa\u011f\u0131da, her bir kanal\u0131n size m\u00fc\u015fterileriniz hakk\u0131nda neler \u00f6\u011fretebilece\u011fini detayland\u0131raca\u011f\u0131z.<\/strong><\/p>\n

E-posta<\/strong>E-posta verileri, m\u00fc\u015fterilerinizin \u015firketinizden ne s\u0131kl\u0131kla haber almak istediklerini ve ne t\u00fcr ileti\u015fimleri a\u00e7\u0131p okuduklar\u0131n\u0131 anlaman\u0131za yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n

D\u0131\u015fa aktarma i\u00e7in profil alanlar\u0131na \u00f6rnekler:<\/p>\n

- E-posta adresi<\/p>\n

- Abonelik tercihleri<\/p>\n

- G\u00f6nderi abone durumu<\/p>\n

- En son a\u00e7\u0131lan mesajlar<\/p>\n

- Ayl\u0131k ortalama a\u00e7\u0131lan mesaj say\u0131s\u0131<\/p>\n

- Bir mesaja t\u0131klanan son tarih<\/p>\n

- Son ba\u011flant\u0131 bir mesajda a\u00e7\u0131ld\u0131<\/p>\n

- Posta ba\u015f\u0131na ayl\u0131k ortalama t\u0131klama<\/p>\n

- \u015eirket, i\u015f, vb.<\/p>\n

Web sitesi:<\/strong> Web sitesi analizlerini incelemek \u00e7ok yayg\u0131n bir uygulamad\u0131r. Son zamanlarda web sitenize ka\u00e7 ki\u015fi g\u00f6z att\u0131? En \u00e7ok hangi sayfalarda zaman ge\u00e7iriyorlar? Yapt\u0131klar\u0131 ilk i\u015flem neydi (bir \u00fcr\u00fcn sat\u0131n almak, fiyat teklifi istemek, bir hesap olu\u015fturmak)? En son ne zaman anlaml\u0131 bir eylemde bulundular?<\/p>\n

D\u0131\u015fa aktarma i\u00e7in profil alanlar\u0131na \u00f6rnekler:<\/p>\n

- Web sitesine yap\u0131lan son ziyaret ve ziyaret edilen sayfalar<\/p>\n

- Web sitesi ziyaretinin ilk sayfas\u0131 ve ziyaret edilen sayfalar<\/p>\n

- En son d\u00f6n\u00fc\u015f\u00fcm etkinli\u011fi tarihi ve teklifi<\/p>\n

- \u0130lk d\u00f6n\u00fc\u015f\u00fcm etkinli\u011fi. Tarih ve teklif<\/p>\n

- Sahada ge\u00e7irilen ortalama s\u00fcre<\/p>\n

- Web sitesine yap\u0131lan ayl\u0131k ziyaretler<\/p>\n

Sosyal a\u011f:\u00a0<\/strong>Markan\u0131z\u0131 takip ediyor, i\u00e7eri\u011finizi payla\u015f\u0131yor, be\u011feniyor, retweet ediyor veya i\u00e7eri\u011finize yorum yap\u0131yorlar m\u0131? M\u00fc\u015fterilerinizin sosyal etkile\u015fimlerini takip edin ve bunlar\u0131 i\u015fletmenizden, \u00fcr\u00fcnlerinizden ve uygulamalar\u0131n\u0131zdan memnuniyet d\u00fczeylerini \u00f6l\u00e7mek i\u00e7in kullan\u0131n.<\/p>\n

D\u0131\u015fa aktarma i\u00e7in profil alanlar\u0131na \u00f6rnekler:<\/p>\n

- Sosyal a\u011flardan gelen geri bildirimler (olumlu veya olumsuz)<\/p>\n

- Marka tatlar\u0131n\u0131n say\u0131s\u0131<\/p>\n

- Marka eylemlerinin say\u0131s\u0131<\/p>\n

Ad\u0131m 2: \u00c7evrimd\u0131\u015f\u0131 kanallar\u0131n\u0131zdan bireysel m\u00fc\u015fteri verilerini d\u0131\u015fa aktar\u0131n
\n<\/strong><\/span>Posta, fiziksel ma\u011fazalar ve etkinliklere ev sahipli\u011fi yapmak \u00e7evrimd\u0131\u015f\u0131 kanallardan baz\u0131lar\u0131d\u0131r. Bu kanallar ayn\u0131 zamanda m\u00fc\u015fterileriniz hakk\u0131nda de\u011ferli veriler toplar ve onlar\u0131n ger\u00e7ek davran\u0131\u015f ve faaliyetlerine \u0131\u015f\u0131k tutar.<\/span><\/p>\n

D\u0131\u015fa aktarma i\u00e7in profil alanlar\u0131na \u00f6rnekler:<\/p>\n

Posta kampanyalar\u0131<\/p>\n

- Dergi abone durumu<\/p>\n

- Son sevkiyat tarihi<\/p>\n

- Lle DESCRI ad\u0131na kapal\u0131<\/p>\n

- Sat\u0131\u015f b\u00f6lgesi<\/p>\n

Fiziksel ma\u011fazalar<\/p>\n

- D\u00fckkana son ziyaret<\/p>\n

- Ma\u011fazadan sat\u0131n al\u0131nan son \u00fcr\u00fcn<\/p>\n

- Al\u0131\u015fveri\u015f kredisi<\/p>\n

- Frequent Flyer Kart Kullan\u0131m\u0131<\/p>\n

Etkinlikler<\/p>\n

- Kat\u0131ld\u0131\u011f\u0131n\u0131z son etkinlik<\/p>\n

- T\u00fcm etkinlikler<\/p>\n

Ad\u0131m 3: Uygulama kullan\u0131m\u0131na ili\u015fkin bireysel m\u00fc\u015fteri verilerini toplay\u0131n
\n<\/strong><\/span>Uygulamalar, bir t\u00fcketicinin bir markayla ba\u011flant\u0131 kurmas\u0131n\u0131n en samimi yolu olabilir. Uygulamalar bir markan\u0131n vaadini somutla\u015ft\u0131r\u0131r ve kullan\u0131c\u0131lar\u0131n belirli g\u00f6revleri her yerde kolayl\u0131kla ger\u00e7ekle\u015ftirmesine yard\u0131mc\u0131 olur.<\/p>\n

Bu da onlar\u0131 davran\u0131\u015fsal veri kayna\u011f\u0131 olarak bir alt\u0131n madeni haline getirmektedir.<\/p>\n

Kilit m\u00fc\u015fterileriniz uygulaman\u0131z\u0131 indirdi mi?<\/p>\n

Uygulama ile ne s\u0131kl\u0131kta etkile\u015fime ge\u00e7iyorsunuz?<\/p>\n

Mobil bildirimler etkinle\u015ftirildi mi?<\/p>\n

Uygulamada hangi eylemleri ger\u00e7ekle\u015ftiriyorlar?<\/p>\n

Uygulamada hangi olaylara d\u00f6n\u00fc\u015ft\u00fcler?<\/p>\n

En \u00e7ok hangi ekranlar\u0131 ziyaret ediyorsunuz ve en az hangilerini?<\/p>\n

D\u0131\u015fa aktarma i\u00e7in profil alanlar\u0131na \u00f6rnekler:<\/p>\n

- Etkinle\u015ftirilmi\u015f bildirimler<\/p>\n

- Son ba\u015fvuru oturumu<\/p>\n

- Ortalama oturum s\u00fcresi<\/p>\n

- D\u00f6n\u00fc\u015f\u00fcmler \/ uygulama etkinlikleri<\/p>\n

- Uygulama \u00e7al\u0131\u015fma s\u00fcresi<\/p>\n

- Mesaj t\u0131klama oran\u0131<\/p>\n

- Kullan\u0131c\u0131 tercihleri\/\u00f6znitelikleri<\/p>\n

Ad\u0131m 4: Bu verileri merkezi bir konuma aktar\u0131n
\n<\/strong><\/span>1'den 3'e kadar olan ad\u0131mlarda a\u00e7\u0131klanan t\u00fcm bilgiler yakaland\u0131ktan sonra, s\u0131ra bunlar\u0131 entegre etmeye gelir. Ama\u00e7, farkl\u0131 bilgi kaynaklar\u0131n\u0131 tek bir yerde bir araya getirmektir. M\u00fc\u015fteri ad\u0131, kimli\u011fi veya kolayca tan\u0131mlanabilen di\u011fer benzersiz parametrelere g\u00f6re do\u011fru verileri do\u011fru ki\u015filere atayabilirsiniz.<\/p>\n

Ad\u0131m 5: Verileri do\u011fru \u015fekilde yorumlay\u0131n
\n<\/strong><\/span>Veriler ba\u015far\u0131yla i\u00e7e aktar\u0131ld\u0131ktan sonra, parmaklar\u0131n\u0131z\u0131n ucunda \u00e7ok say\u0131da kapsaml\u0131 m\u00fc\u015fteri profiline sahip olacaks\u0131n\u0131z.<\/p>\n

Kullan\u0131c\u0131lar\u0131n sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131n\u0131, demografik \u00f6zelliklerini ve davran\u0131\u015f ge\u00e7mi\u015flerini derinlemesine inceleyerek onlar\u0131 neyin benzer neyin farkl\u0131 k\u0131ld\u0131\u011f\u0131n\u0131 daha iyi anlayabileceksiniz.<\/p>\n

Ad\u0131m 6: Verileri eyleme d\u00f6n\u00fc\u015ft\u00fcr\u00fcn
\n<\/strong><\/span>Profiller olu\u015fturulduktan ve verilerle zenginle\u015ftirildikten sonra bunlarla ne yapars\u0131n\u0131z? Bu verileri eyleme ge\u00e7irmeniz gerekir. \"Kitleler\", yani kullan\u0131c\u0131 segmentleri olu\u015fturmak i\u00e7in bireysel m\u00fc\u015fteri profillerini grupland\u0131r\u0131n ve ard\u0131ndan onlara ki\u015fiselle\u015ftirilmi\u015f mesajlar g\u00f6nderin. Ki\u015fileriniz hakk\u0131nda ne kadar \u00e7ok \u015fey bilirseniz, isteklerini alaka d\u00fczeyi yoluyla o kadar iyi kar\u015f\u0131layabilece\u011finizi unutmay\u0131n.<\/p>\n

Ad\u0131m 7: M\u00fc\u015fteri profillerini d\u00fczenli olarak g\u00fcncelleyin
\n<\/strong><\/span>Hayatta de\u011fi\u015fmeyen tek \u015fey de\u011fi\u015fimdir. \u0130nsanlar de\u011fi\u015fir, hedefleri de\u011fi\u015fir ve durumlar\u0131 de\u011fi\u015fir. Bu nedenle, m\u00fc\u015fteri profillerinin d\u00fczenli olarak g\u00fcncellenmesi temel bir gerekliliktir.<\/p>\n

Onlar\u0131n eskimelerine izin vermeyin! Ki\u015filerinizden gelen en yeni ve en taze bilgilerle profillerinizi d\u00fczenli olarak besleyen ve zenginle\u015ftiren ileti\u015fim stratejileri geli\u015ftirin.<\/p>\n

Sonu\u00e7<\/strong><\/span><\/p>\n

Ne t\u00fcr bir i\u015f yap\u0131yor olursan\u0131z olun, yeni bir m\u00fc\u015fteri kazanmak her zaman mevcut bir m\u00fc\u015fteriyi elde tutmaktan daha pahal\u0131d\u0131r. M\u00fc\u015fteri profilleri, onlar\u0131 daha iyi anlaman\u0131za yard\u0131mc\u0131 olarak ileti\u015fimlerinizin alaka d\u00fczeyini en \u00fcst d\u00fczeye \u00e7\u0131kar\u0131r ve markan\u0131zla etkile\u015fimlerini art\u0131r\u0131r.<\/p>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Annum Munir taraf\u0131ndan kaleme al\u0131nan ilgin\u00e7 bir makale, g\u00fcn\u00fcm\u00fczde her t\u00fcrl\u00fc \u00e7evrimi\u00e7i stratejinin temel dire\u011fi olan veriler arac\u0131l\u0131\u011f\u0131yla bireysel bir profil olu\u015fturmak i\u00e7in izlenmesi gereken ad\u0131mlar\u0131 detayland\u0131r\u0131yor.<\/p>","protected":false},"author":239642484,"featured_media":7760,"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":[],"class_list":["post-6593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo crear un 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