{"id":9168,"date":"2022-08-22T07:47:00","date_gmt":"2022-08-22T07:47:00","guid":{"rendered":"https:\/\/promoguy.nl\/gdpr-compliance-the-effects-on-marketing\/"},"modified":"2024-09-25T20:47:08","modified_gmt":"2024-09-25T20:47:08","slug":"gdpr-compliance-the-effects-on-marketing","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2022\/08\/22\/gdpr-compliance-the-effects-on-marketing\/","title":{"rendered":"BDAR atitikimas ir jo poveikis rinkodaros analizei"},"content":{"rendered":"

ES jau kur\u012f laik\u0105 aktualus klausimas d\u0117l atitikties BDAR. Pri\u0117mus \u0161iuos plataus masto \u012fstatymus, teko keisti daugel\u012f standartini\u0173 rinkodaros praktik\u0173. D\u0117l b\u016btinyb\u0117s laikytis BDAR reikalavim\u0173 nebeliko \"InMail\" ir slapuk\u0173 kaip universali\u0173 priemoni\u0173. Ta\u010diau pana\u0161u, kad tas pats tam tikra forma gali b\u016bti ir \"Google Analytics\" horizonte.<\/p>\r\n\r\n\r\n\r\n

Skaitmenin\u0117s rinkodaros ir interneto turinio reglamentai, tokie kaip BDAR, taip pat tur\u0117jo \u012ftakos rinkodaros skyri\u0173 strukt\u016brai. \u012emon\u0117s dieg\u0117 naujas politika<\/a> ir darbuotoj\u0173, kad b\u016bt\u0173 galima kovoti su platesniu reglament\u0173 poveikiu.<\/p>\r\n\r\n\r\n\r\n

\u0160iame straipsnyje aptarsime, kok\u012f poveik\u012f \u0161ie teisiniai i\u0161\u0161\u016bkiai tur\u0117jo \"Google Analytics\", rinkodaros strategijai ir skyri\u0173 strukt\u016broms. Ta\u010diau pirmiausia turime aptarti naujausius su BDAR susijusius poky\u010dius:<\/p>\r\n\r\n\r\n\r\n

NOYB Slapuk\u0173 skundai, keliantys bangas<\/h2>\r\n\r\n\r\n\r\n

Duomen\u0173 privatumo prie\u017ei\u016bros organizacija NOYB (None of Your Verslas<\/a>) pateik\u0117 skundus d\u0117l vienos did\u017eiausi\u0173 duomen\u0173 rinkimo program\u0173 internete: \"Google Analytics\". Po \u0161io teisinio \u012fvykio Austrijos DPA<\/a><\/strong> pri\u0117m\u0117 svarb\u0173 sprendim\u0105. Duomen\u0173 apsaugos institucijos stojo NOYB pus\u0117n prie\u0161 \"Google\" duomen\u0173 rinkimo veikl\u0105.<\/p>\r\n\r\n\r\n\r\n

Cituoju NOYB svetain\u0119: \"Vadinamosios standartin\u0117s sutarties s\u0105lygos tur\u0117t\u0173 pakakti \"ma\u017eos rizikos atvejais\", pvz., kai perduodami \"tik\" tokie duomenys kaip interneto identifikatoriai ar IP adresai. DSB dabar nustat\u0117, kad \u0161i nuomon\u0117 yra klaidinga: BDAR ne\u017einoma rizika pagr\u012fsta duomen\u0173 perdavimo \u012f nesaugias tre\u010di\u0105sias \u0161alis, pvz.<\/em>\u201c<\/p>\r\n\r\n\r\n\r\n

Sprendimu, pavadintu \"Schrems II\", GA pretenzija \u012f \"Privatumo skydo\" sistem\u0105 pripa\u017einta negaliojan\u010dia. Pagal j\u0105 JAV komercin\u0117s bendrov\u0117s gal\u0117jo perduoti ir saugoti ES asmens duomenis JAV. Sprendimu pripa\u017einti \"privatumo skyd\u0105\" negaliojan\u010diu JAV buvo \u012fvardytos kaip netinkama \u0161alis, tod\u0117l joms buvo atimta speciali prieiga prie Europos asmens duomen\u0173 sraut\u0173.\u00a0<\/p>\r\n\r\n\r\n\r\n

Surinkus pirmosios \u0161alies slapukus, \"Google Analytics\" b\u016bt\u0173 buvusi laisva. GA netgi atliko daugyb\u0119 pakeitim\u0173, iki GA4<\/a>, kurie padeda laikytis BDAR reikalavim\u0173. Ta\u010diau pagrindin\u0117 problema yra susijusi su JAV esan\u010di\u0173 serveri\u0173 naudojimu. D\u0117l \u0161io perk\u0117limo \u012f neleistin\u0105 tre\u010di\u0105j\u0105 \u0161al\u012f ji susiduria su BDAR.<\/p>\r\n\r\n\r\n\r\n

Duomen\u0173 sekimo \"Google Analytics\" ateitis<\/h2>\r\n\r\n\r\n
\r\n
\"BDAR<\/figure>\r\n<\/div>\r\n\r\n\r\n

\"Google Analytics\" yra pagrindinis rinkodaros specialist\u0173 \u012frankis, kurio nebuvimas daugeliui gali b\u016bti sm\u016bgis. Ta\u010diau tai nerei\u0161kia, kad viskas prarasta. Kaip ir vis\u0173 interneto ir telekomunikacij\u0173 taisykli\u0173 atveju, reikia \u012fveikti tam tikras kli\u016btis. Tikros alternatyvos \"Google Analytics\" n\u0117ra, ta\u010diau yra aplinkini\u0173 priemoni\u0173.<\/p>\r\n\r\n\r\n\r\n

Toliau pateikiama informacija apie tai, k\u0105 reikia daryti, jei norite, kad GA veikt\u0173 visi\u0161kai laikantis BDAR reikalavim\u0173:\u00a0<\/p>\r\n\r\n\r\n\r\n

    \r\n
  1. Prie\u0161 aktyvuodami ir naudodami visus \"Google Analytics\" slapukus savo svetain\u0117je papra\u0161ykite galutinio naudotojo sutikimo ir j\u012f gaukite.<\/li>\r\n\r\n\r\n\r\n
  2. kontroliuokite kiekvien\u0105 \"Google Analytics\" slapuk\u0105, kad jie b\u016bt\u0173 aktyvuoti tik tada, kai naudotojai ai\u0161kiai sutiko juos naudoti.<\/li>\r\n\r\n\r\n\r\n
  3. savo svetain\u0117s slapuk\u0173 politikoje pateikite skaidri\u0105 informacij\u0105 apie visus naudojamus \"Google Analytics\" slapukus, \u012fskaitant j\u0173 teik\u0117j\u0105, techninius duomenis, trukm\u0119 ir paskirt\u012f. Tai svarbu, nes pagal BDAR sutikimas galioja tik tuo atveju, jei tai yra informuotas naudotoj\u0173 pasirinkimas.<\/li>\r\n\r\n\r\n\r\n
  4. savo svetain\u0117s privatumo politikoje pateikite i\u0161sami\u0105 informacij\u0105 apie visus \"Google Analytics\" slapukus, esan\u010dius j\u016bs\u0173 domene, ir apskritai apie tai, kokius asmens duomenis j\u016bs\u0173 svetain\u0117 tvarko.<\/li>\r\n\r\n\r\n\r\n
  5. \"Google Analytics\" paskyroje \u012fjunkite IP anonimi\u0161kumo funkcij\u0105 ir \u012fsitikinkite, kad joje naudojami pseudoniminiai identifikatoriai.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    GDPR atitikties u\u017etikrinimas ir rinkodara<\/h2>\r\n\r\n\r\n\r\n

    BDAR poveikis rinkodarai pasirei\u0161kia keliose srityse. Vienas i\u0161 da\u017eniausiai i\u0161kylan\u010di\u0173 klausim\u0173 - nestrukt\u016brizuot\u0173 duomen\u0173 reglamentavimas. \u012e \u0161i\u0105 kategorij\u0105 patenka ma\u017edaug 80% \u012fmoni\u0173 surinkt\u0173 duomen\u0173, jei jos neturi priemoni\u0173 jiems strukt\u016brizuoti. \u0160ie \u012frankiai gali b\u016bti brang\u016bs, ta\u010diau gali prireikti pakoreguoti procesus, kad nestrukt\u016brizuotus duomenis b\u016bt\u0173 galima sutvarkyti taip, kad jie atitikt\u0173 BDAR reikalavimus. D\u0117l to kyla did\u0117jan\u010di\u0173 s\u0105naud\u0173 gr\u0117sm\u0117.<\/p>\r\n\r\n\r\n\r\n

    Kita sritis - svetaini\u0173 pertvarkymas. Kad b\u016bt\u0173 laikomasi standart\u0173, \u012f svetain\u0119 reikia \u012ftraukti atsakomyb\u0117s atsisakymo ir slapuk\u0173 pasirinkimo parinktis, siekiant u\u017etikrinti, kad asmens duomenys b\u016bt\u0173 renkami su sutikimu. Svarbus veiksnys buvo ir informuotumas apie privatum\u0105 internete, kai interneto svetain\u0117s, naudodamos BDAR 5 straipsn\u012f atitinkan\u010di\u0105 duomen\u0173 rinkimo form\u0105, informuoja, kokius tiksliai duomenis renka.<\/p>\r\n\r\n\r\n\r\n

    Svetain\u0117s taip pat turi atitikti BDAR reglamento 30 straipsnis<\/a>, leid\u017eianti naudotojams per\u017ei\u016br\u0117ti i\u0161samius j\u0173 duomen\u0173 naudojimo, duomen\u0173 tvarkymo ir istorijos \u012fra\u0161us.<\/p>\r\n\r\n\r\n\r\n

    BDAR ir slapuk\u0173 taisykl\u0117s<\/h3>\r\n\r\n\r\n
    \r\n
    \"BDAR<\/figure>\r\n<\/div>\r\n\r\n\r\n

    Duomenys, ypa\u010d nestrukt\u016bruoti slapuk\u0173 duomenys, yra labai svarb\u016bs daugumai \u0161iuolaikin\u0117s rinkodaros veikl\u0173. Specialistai si\u016blo apeiti \u0161iuos dalykus, pvz. rankinis duomen\u0173 rinkimas<\/a> ir verslo \u017evalgybos duomen\u0173 rinkimas.<\/p>\r\n\r\n\r\n\r\n

    D\u0117l BDAR senoviniai tiesiogin\u0117s rinkodaros metodai gali tapti perspektyvesni. \u012egyvendinant BDAR, tiesiogin\u0117 rinkodara b\u016bt\u0173 pana\u0161esn\u0117 \u012f klient\u0173 informavim\u0105, el. pa\u0161to rinkodar\u0105 naudojant patvirtintus s\u0105ra\u0161us, tikslin\u0119 rinkodar\u0105 socialin\u0117je \u017einiasklaidoje ir kitas pana\u0161ias priemones, kurios veikia pagal reguliavimo ribas.<\/p>\r\n\r\n\r\n\r\n

    Taip pat vis da\u017eniau naudojamas slapuk\u0173 nenaudojantis sekimas ir slapuk\u0173 nenaudojantis nukreipimas. Tai apima ai\u0161k\u0173 naudotojo sutikim\u0105 d\u0117l anoniminio nukreipimo. Tiek . \"Apple\" ir \"Google\" kuria sistemas<\/a> palengvinti slapuk\u0173 nenaudojan\u010dias funkcijas.<\/p>\r\n\r\n\r\n\r\n

    BDAR atitikties mokymai darbuotojams<\/h3>\r\n\r\n\r\n\r\n

    Dar viena sritis, kurioje padid\u0117ja su BDAR reikalavim\u0173 laikymusi susijusios i\u0161laidos, yra samda ir darbuotoj\u0173 samdymas. Nauj\u0173 darbuotoj\u0173 ir skyri\u0173 apmokymas dirbti su BDAR reikalavimus atitinkan\u010diais prane\u0161imais ir procesais gali kainuoti brangiai. Nuo to laiko \u012fmon\u0117s suk\u016br\u0117 naujas pareigybes (pavyzd\u017eiui, atitikties pareig\u016bn\u0173) \u0161ioms u\u017eduotims pri\u017ei\u016br\u0117ti.<\/p>\r\n\r\n\r\n\r\n

    \u0160is klausimas kyla daugeliui \u012fmoni\u0173: Kaip GDPR paveiks b2b pardavimus, kai tokios priemon\u0117s kaip \"InMail\" yra neprieinamos? \u012emon\u0117s arba nustojo jomis naudotis regione, arba renkasi kitokias tiesioginio bendravimo formas. Arba \u012fmon\u0117s apeina GDRP, sudarydamos sutartis su darbuotojais arba klient\u0173 organizacijomis u\u017e ES rib\u0173, kad \u0161ie si\u0173st\u0173 \"InMails\" (\u0161\u012f veiksm\u0105 sunkiau atsekti ir jis gali b\u016bti neteis\u0117tas).<\/p>\r\n\r\n\r\n\r\n

    \u012egyvendinant BDAR, B2B rinkodara tapo daug tiesiogi\u0161kesn\u0117, ypa\u010d d\u0117l to, kad suma\u017e\u0117jo \"LinkedIn\" reik\u0161m\u0117. Tokios paslaugos kaip \"Sortlist\" gali tapti populiaresn\u0117s \u0161ioje situacijoje, atsiradus tu\u0161tumai, atsiradusiai d\u0117l GA ir \"InMail\" pa\u0161alinimo.<\/p>\r\n\r\n\r\n\r\n

    Tikim\u0117s, kad \u0161is straipsnis parod\u0117, jog galima GA pabaiga nerei\u0161kia skaitmenin\u0117s rinkodaros pabaigos. J\u0105 galima apeiti arba ie\u0161koti alternatyvi\u0173 analiz\u0117s b\u016bd\u0173.<\/p>","protected":false},"excerpt":{"rendered":"

    ES jau kur\u012f laik\u0105 aktualus klausimas d\u0117l atitikties BDAR. Su\u017einokite daugiau apie tai, koki\u0105 \u012ftak\u0105 jis turi rinkodarai ir k\u0105 galite padaryti, kad j\u016bs\u0173 procesai atitikt\u0173 reikalavimus.<\/p>","protected":false},"author":1,"featured_media":12847,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[11,13,14],"tags":[245,244,246],"wl_entity_type":[47,54,51],"class_list":["post-9168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-online-marketing-en","category-trends","tag-compliance","tag-gdpr","tag-gdpr-and-marketing","wl_entity_type-article","wl_entity_type-faq-page","wl_entity_type-news-article"],"acf":[],"yoast_head":"\nGDPR Compliance & its Effects on Marketing Analytics - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"GDPR compliance has become a major topic in the EU with the passing of the law. 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