{"id":9821,"date":"2023-01-16T15:00:21","date_gmt":"2023-01-16T15:00:21","guid":{"rendered":"https:\/\/promoguy.nl\/zero-party-data-marketing-an-introduction\/"},"modified":"2024-09-25T20:24:19","modified_gmt":"2024-09-25T20:24:19","slug":"zero-party-data-marketing-an-introduction","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2023\/01\/16\/zero-party-data-marketing-an-introduction\/","title":{"rendered":"Nulin\u0117s \u0161alies duomen\u0173 rinkodara: \u012evadas"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Duomen\u0173 rinkimo metodai buvo labai naudingi visai skaitmeninei rinkodarai. Ta\u010diau jie neapsieina be prie\u0161taravim\u0173 ir privatumo pa\u017eeidim\u0173. Kei\u010diantis tarptautiniams teis\u0117s aktams, padedantiems apsaugoti vartotoj\u0173 teises, ir did\u0117jant vidutinio vartotojo nenorui dalyvauti dalijantis duomenimis, nulin\u0117s \u0161alies duomenys yra alternatyva, kuri\u0105 verta apsvarstyti.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Nulin\u0117s \u0161alies duomen\u0173 apibr\u0117\u017etis<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nulin\u0117s \u0161alies duomen\u0173 rinkimo koncepcija yra eleganti\u0161ka. Tai duomenys, kuriais klientas ar tikslin\u0117 grup\u0117 s\u0105moningai ir aktyviai dalijasi su rinkodaros specialistu, \u012fmone ar organizacija. Tai ypa\u010d patogu \"slapuk\u0173\" neturin\u010dioje kult\u016broje, kai <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >rinkodara<\/a> per\u017eengia \u0161iuolaikini\u0173 duomen\u0173 rinkimo metod\u0173 pilk\u0173j\u0173 zon\u0173 ribas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tariamai, <a href=\"https:\/\/www.forrester.com\/report\/QA-What-Marketers-Need-To-Know-About-ZeroParty-Data\/RES145095\" target=\"_blank\" rel=\"noreferrer noopener\">\"Forrester Research<\/a> pasi\u016bl\u0117 \u0161\u012f termin\u0105 ir i\u0161populiarino jo vartojim\u0105. Kaip duomen\u0173 forma ji apima daugyb\u0119 naudingos informacijos apie klientus. Ji gali apimti (bet neapsiriboti) pageidavim\u0173 centro duomenis, pirkimo ketinimus, asmenin\u012f kontekst\u0105 ir duomenis apie tai, kaip asmenys nori b\u016bti atpa\u017e\u012fstami pagal prek\u0117s \u017eenkl\u0105. Svarbiausia yra tai, kad klientas turi laisva valia pateikti \u0161iuos duomenis.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">ZPD taip pat susij\u0119s su kita s\u0105voka - interaktyvi\u0105ja rinkodara. Taip pat \u017einoma kaip <a href=\"https:\/\/www.connectionmodel.com\/blog\/interactive-marketing-what-it-is-and-why-it-works\" target=\"_blank\" rel=\"noreferrer noopener\">\u012f \u012fvykius orientuota arba trigeriais pagr\u012fsta rinkodara.<\/a>, \u0161is skatinimo b\u016bdas yra susij\u0119s su klient\u0173 s\u0105veika. Ta\u010diau, skirtingai nei kiti modeli\u0173 analiz\u0117s metodai, jis yra bendradarbiavimo ir naudoja aktyv\u0173 dalyvavim\u0105, o ne pasyvi\u0105 elgsenos analiz\u0119.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Vienas i\u0161 nulin\u0117s \u0161alies duomen\u0173 privalum\u0173 yra tas, kad, gavus sutikim\u0105, galima surinkti duomenis, kuri\u0173 negalima surinkti kitais metodais. Pavyzd\u017eiui, asmenin\u0117 informacija yra viena i\u0161 duomen\u0173 r\u016b\u0161i\u0173, kuri\u0105 \"Google Analytics\" draud\u017eia rinkti, ta\u010diau d\u0117l sutikimo pob\u016bd\u017eio ZPD visi\u0161kai tinka.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Didieji duomenys rinkodaroje<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tradicinis rinkos duomen\u0173 metodas apima daugyb\u0119 skirting\u0173 metod\u0173 - nuo pirmosios \u0161alies iki tre\u010diosios \u0161alies. Did\u017eiausias informacijos saugyklas did\u017ei\u0173j\u0173 duomen\u0173 srityje sudaro tre\u010di\u0173j\u0173 \u0161ali\u0173 duomen\u0173 teik\u0117jai ir rink\u0117jai. Tre\u010di\u0173j\u0173 \u0161ali\u0173 duomen\u0173 saugyklos pasi\u017eymi did\u017eiule apimtimi ir platumu. Nors tai neabejotinai naudinga pramon\u0117s \u0161aka, ji sulauk\u0117 kritikos d\u0117l savo praktikos ir i\u0161 jos kylan\u010di\u0173 nenumatyt\u0173 pasekmi\u0173.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Viena i\u0161 svarbiausi\u0173 prie\u017eas\u010di\u0173, kod\u0117l \u012fmon\u0117s ir tarptautin\u0117s organizacijos ie\u0161ko alternatyv\u0173, yra vartotoj\u0173 pasitik\u0117jimo tradiciniais metodais praradimas d\u0117l tre\u010di\u0173j\u0173 \u0161ali\u0173 duomen\u0173 saugumo pa\u017eeidim\u0173. Tai taip pat sutampa su dideliais poky\u010diais <a href=\"https:\/\/promoguy.nl\/lt\/blog\/gdpr-compliance-the-effects-on-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">kaip tarptautin\u0117s organizacijos atsi\u017evelgia \u012f duomen\u0173 rinkimo praktik\u0105.<\/a>.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kad suprastum\u0117te skirtum\u0105 tarp tradicini\u0173 keli\u0173 duomen\u0173 lygi\u0173, pateikiame suskirstym\u0105:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9926\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Zero-data.png\" alt=\"Duomen\u0173 rinkimas Pirmoji \u0161alis Antroji \u0161alis Tre\u010dioji \u0161alis\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Pirmosios \u0161alies duomenys<\/strong>: \u012fmon\u0117s surinkti duomenys, grind\u017eiami klient\u0173 ar i\u0161or\u0117s vartotoj\u0173 elgesiu. Pavyzd\u017eiui, valdote mados svetain\u0119 ir renkate duomenis i\u0161 pirmosios \u0161alies slapuk\u0173.<\/li>\r\n\r\n\r\n\r\n<li><strong>Antrosios \u0161alies duomenys<\/strong>: \u0161i duomen\u0173 forma paprastai turi tuos pa\u010dius apribojimus kaip ir pirmosios \u0161alies duomenys, ta\u010diau jais dalijasi 2 preki\u0173 \u017eenklai arba pardav\u0117jai. Tai b\u016bt\u0173 pana\u0161u \u012f atvej\u012f, jei nuspr\u0119stum\u0117te pirkti vartotoj\u0173 \u012f\u017evalgas i\u0161 prek\u0117s \u017eenklo ar svetain\u0117s, kuri konkuruoja su j\u016bs\u0173 parduotuve.<\/li>\r\n\r\n\r\n\r\n<li><strong>Tre\u010di\u0173j\u0173 \u0161ali\u0173 duomenys<\/strong>: Renka i\u0161orinis subjektas, o jo taikymo sritis yra daug platesn\u0117. Kartais tai yra nestrukt\u016bruoti duomenys, kuriems form\u0105 turi suteikti rink\u0117jas. Tai b\u016bt\u0173 pana\u0161u \u012f tai, kad j\u016bs\u0173 svetain\u0117 nuspr\u0119st\u0173 susisiekti su analitikos \u012fmone ir rinkti anoniminius vartotoj\u0173 duomenis, susijusius su j\u016bs\u0173 tiksline grupe arba \u017emon\u0117mis, kurie lankosi pana\u0161iose parduotuv\u0117se.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\"Zero-Party\" ir \"First-Party\" duomenys<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160iek tiek painiojama ZPD ir FPD s\u0105voka. Pirm\u0105j\u012f klientas pateikia aktyviai, o antr\u0105j\u012f - pasyviai, paprastai apsilank\u0119s svetain\u0117je ir sutik\u0119s \u012fjungti slapukus.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pana\u0161iai, lyginant pirmosios ir tre\u010diosios \u0161alies duomenis, pagrindini\u0173 \u0161ali\u0173 (vartotojo ir \u012fmon\u0117s, naudojan\u010dios duomenis savo veikloje) atskirtis labai padid\u0117ja. Vartotojas yra taip nutol\u0119s nuo proceso, kad negali \u017einoti, kieno rankose atsiduria jo duomenys. Tarp pirmosios \u0161alies pikseli\u0173 duomen\u0173 rinkimo ir did\u017eiulio duomen\u0173 rinkinio pirkimo i\u0161 bendrov\u0117s yra did\u017eiul\u0117 praraja.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Pirmosios \u0161alies slapukai renka duomenis, kurie prieinami tik toms svetain\u0117ms, kuriose naudotojas lank\u0117si.<\/li>\r\n\r\n\r\n\r\n<li>Tre\u010di\u0173j\u0173 \u0161ali\u0173 slapukais dalijasi interneto domenai, o tai leid\u017eia reklamuotojams ir socialin\u0117s \u017einiasklaidos tinklams nukreipti rinkodaros med\u017eiag\u0105 pagal lankomus puslapius.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Prie\u0161ingai, \"nulin\u0117s \u0161alies\" duomen\u0173 rinkimo metodai yra tiesioginiai. Jie apima:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Viktorinos<\/li>\r\n\r\n\r\n\r\n<li>Pokalbi\u0173 i\u0161\u0161okantys langai<\/li>\r\n\r\n\r\n\r\n<li>Apklausos po pirkimo<\/li>\r\n\r\n\r\n\r\n<li>Produkto \u012fvedimas \u012f rink\u0105<\/li>\r\n\r\n\r\n\r\n<li>Personalizuotos s\u0105skaitos<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9867\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Zero-Party-Data-Methods-2.png\" alt=\"Nulin\u0117s \u0161alies duomen\u0173 metodai\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Nulin\u0117s \u0161alies duomen\u0173 ir rinkimo metod\u0173 pavyzd\u017eiai<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pastaraisiais metais \u012fmon\u0117s vis da\u017eniau naudoja \u0161iuos duomen\u0173 rinkimo metodus. Pateikiame du pavyzd\u017eius i\u0161 naujausi\u0173 byl\u0173, kurie iliustruoja ZPD naudingum\u0105.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>\"Zero-Party\" duomen\u0173 viktorina kuria gro\u017eio prek\u0117s \u017eenklo s\u0117km\u0119<\/strong><\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9859\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/cosmetics-g08c26a1e8_1280-700x350.png\" alt=\"Kosmetikos bylos nulin\u0117s \u0161alies duomenys\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Gro\u017eio ir plauk\u0173 produkt\u0173 tiek\u0117jas <a href=\"https:\/\/www.minkhairwholesale.com\" target=\"_blank\" rel=\"noreferrer noopener\">Stebuklingoji menk\u0117<\/a>, pavyzd\u017eiui, puikiai naudojo viktorinas. Jiems pavyko \u0161e\u0161ia\u017eenkl\u0117mis sumomis padidinti pajamas vien suk\u016brus kelet\u0105 klausim\u0173, kuriais naudotojai gal\u0117jo nustatyti savo ideal\u0173 plauk\u0173 prie\u017ei\u016bros re\u017eim\u0105. Tokiu b\u016bdu jie \u012ftrauk\u0117 savo klientus ir gavo svarbi\u0173 \u012f\u017evalg\u0173 apie rinkos poreikius.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160i viktorina pasiteisino d\u0117l to, kad ji u\u017etikrino tikslin\u0119 auditorij\u0105 ir suma\u017eino pirk\u0117j\u0173 netikrum\u0105, o kartu rinko duomenis. \u012emon\u0117 nustat\u0117, kad pokalbi\u0173 pop-up, naudojant \"Octane AI\", per vien\u0105 m\u0117nes\u012f atne\u0161\u0117 $154 000 pajam\u0173. \u0160i strategija pasi\u017eym\u0117jo stulbinan\u010dia investicij\u0173 gr\u0105\u017ea ir, kitaip nei pirmieji tre\u010di\u0173j\u0173 \u0161ali\u0173 duomenys, leido klientui pasijusti labiau \u012fsitraukusiam \u012f asmenin\u0119 patirt\u012f.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\"Yelp\" naudojasi klient\u0173 pageidavimais<\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9861\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/yelp-logo-vector-984x439-2-700x312.jpg\" alt=\"&quot;Yelp&quot; logotipas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\"Yelp\" jau kur\u012f laik\u0105 renka \"nulin\u0117s \u0161alies\" duomenis, kad gal\u0117t\u0173 teikti paslaug\u0173 ir produkt\u0173 rekomendacijas. Vienas i\u0161 did\u017eiausi\u0173 laim\u0117jim\u0173 - restoran\u0173 rekomendacijos, kurias teikia naudodamasi savo pageidavim\u0173 centro galimybe. \u0160i parinktis leid\u017eia naudotojams \u012fvesti mitybos, gyvenimo b\u016bdo ir prieinamumo pageidavimus, kad klientas gal\u0117t\u0173 gauti norim\u0105 patirt\u012f.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Rezultatas? Kur kas geriau informuotas algoritmas, kurio rezultatai atitinka kliento poreikius. Be to, jie ne tik panaudojo duomenis, kaip tai b\u016bt\u0173 dar\u0119 kitos platformos. Jie informavo naudotojus, kurie j\u0173 pageidavimai atitinka kur\u012f rekomenduojam\u0105 versl\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pirmenybi\u0173 skaidrumas neb\u016bt\u0173 toks \u012fmanomas taikant kitus duomen\u0173 metodus, atsi\u017evelgiant \u012f tai, kad vertinimai atliekami slaptai. Tod\u0117l \u0161i s\u0117km\u0117 buvo \u012fmanoma tik d\u0117l ZPD atvirumo ir bendradarbiavimo formos.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Jei ie\u0161kote nulin\u0117s \u0161alies duomen\u0173 bendrov\u0117s, su kuria gal\u0117tum\u0117te pasikonsultuoti, pataik\u0117te \u012f tinkam\u0105 viet\u0105.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Kei\u010diantis tarptautiniams teis\u0117s aktams, padedantiems apsaugoti vartotoj\u0173 teises, ir did\u0117jant vidutinio vartotojo nenorui dalyvauti dalijantis duomenimis, nulin\u0117s \u0161alies duomenys yra alternatyva, kuri\u0105 verta apsvarstyti.<\/p>","protected":false},"author":1,"featured_media":12780,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,14],"tags":[186,185,184],"wl_entity_type":[47,54],"class_list":["post-9821","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-trends","tag-big-data","tag-data-marketing","tag-zero-party-data-marketing","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Zero-Party Data Marketing: An Introduction - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Data is the lifeblood of marketing but it&#039;s also been increasingly controversial to gather. 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