{"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\/lv\/blog\/2022\/08\/22\/gdpr-compliance-the-effects-on-marketing\/","title":{"rendered":"GDPR atbilst\u012bba un t\u0101s ietekme uz m\u0101rketinga anal\u012bzi"},"content":{"rendered":"

GDPR atbilst\u012bba ES jau k\u0101du laiku ir aktu\u0101ls jaut\u0101jums. L\u012bdz ar \u0161o pla\u0161a m\u0113roga likumu pie\u0146em\u0161anu ir main\u012bju\u0161\u0101s daudzas standarta m\u0101rketinga prakses. Nepiecie\u0161am\u012bba nodro\u0161in\u0101t atbilst\u012bbu GDPR ir likvid\u0113jusi InMail un s\u012bkfailus k\u0101 univers\u0101lus r\u012bkus. Tom\u0113r \u0161\u0137iet, ka tas pats k\u0101d\u0101 veid\u0101 var\u0113tu skart ar\u012b Google Analytics.<\/p>\r\n\r\n\r\n\r\n

Digit\u0101l\u0101 m\u0101rketinga un interneta satura noteikumi, piem\u0113ram, GDPR, ir ietekm\u0113ju\u0161i ar\u012b m\u0101rketinga noda\u013cu strukt\u016bru. Uz\u0146\u0113mumi ir ieviesu\u0161i jaunus politika<\/a> un person\u0101lu, lai c\u012bn\u012btos pret pla\u0161\u0101k\u0101m regulu sek\u0101m.<\/p>\r\n\r\n\r\n\r\n

\u0160aj\u0101 rakst\u0101 tiks apl\u016bkots, k\u0101 \u0161ie juridiskie izaicin\u0101jumi ir ietekm\u0113ju\u0161i Google Analytics, m\u0101rketinga strat\u0113\u0123iju un strukt\u016brvien\u012bbu strukt\u016bras. Tom\u0113r vispirms ir j\u0101apraksta da\u017ei neseni notikumi saist\u012bb\u0101 ar GDPR:<\/p>\r\n\r\n\r\n\r\n

NOYB S\u012bkfailu s\u016bdz\u012bbas rada vi\u013c\u0146us<\/h2>\r\n\r\n\r\n\r\n

Datu priv\u0101tuma sargsuni NOYB (None of Your Uz\u0146\u0113m\u0113jdarb\u012bba<\/a>) ir iesniegusi s\u016bdz\u012bbas par vienu no liel\u0101kaj\u0101m datu v\u0101k\u0161anas programm\u0101m t\u012bmekl\u012b: Google Analytics. Saist\u012bb\u0101 ar \u0161o juridisko notikumu. Austrijas DPA<\/a><\/strong> ir pie\u0146\u0113musi noz\u012bm\u012bgu l\u0113mumu. Datu aizsardz\u012bbas iest\u0101des ir nost\u0101ju\u0161\u0101s NOYB pus\u0113 pret Google datu v\u0101k\u0161anas darb\u012bb\u0101m.<\/p>\r\n\r\n\r\n\r\n

Cit\u0113jot NOYB t\u012bmek\u013ca vietni: \"T\u0101 saukt\u0101 standarta l\u012bguma klauzulai vajadz\u0113tu pietikt \"zema riska gad\u012bjumos\", piem\u0113ram, kad tiek p\u0101rs\u016bt\u012bti \"tikai\" t\u0101di dati k\u0101 tie\u0161saistes identifikatori vai IP adreses. DSB tagad konstat\u0113ja, ka \u0161is viedoklis ir nepareizs: VDAR nepaz\u012bst uz risku balst\u012btu pieeju datu nos\u016bt\u012b\u0161anai uz nedro\u0161\u0101m tre\u0161\u0101m valst\u012bm, piem\u0113ram, ASV.<\/em>\u201c<\/p>\r\n\r\n\r\n\r\n

Ar spriedumu \"Schrems II\" tika atz\u012bta par sp\u0113k\u0101 neeso\u0161u GA pras\u012bba par \"Priv\u0101tuma vairoga\" sist\u0113mas piem\u0113ro\u0161anu. Tas savulaik \u013c\u0101va ASV komercsabiedr\u012bb\u0101m p\u0101rs\u016bt\u012bt un uzglab\u0101t ES personas datus ASV. Ar l\u0113mumu atz\u012bt \"Priv\u0101tuma vairogu\" par sp\u0113k\u0101 neeso\u0161u ASV tika atz\u012btas par neatbilsto\u0161u valsti, liedzot t\u0101m \u012bpa\u0161u piek\u013cuvi Eiropas personas datu pl\u016bsm\u0101m.\u00a0<\/p>\r\n\r\n\r\n\r\n

Izmantojot pirm\u0101s puses s\u012bkfailus, pakalpojums Google Analytics b\u016btu bijis dro\u0161s. GA pat ir veikusi daudz izmai\u0146u, l\u012bdz GA4<\/a>, kas pal\u012bdz nodro\u0161in\u0101t atbilst\u012bbu GDPR. Tom\u0113r galven\u0101 probl\u0113ma ir saist\u012bta ar ASV b\u0101z\u0113to serveru izmanto\u0161anu. \u0160\u012b nodo\u0161ana tre\u0161ai pusei, kurai tas nav at\u013cauts, ir pretrun\u0101 ar GDPR.<\/p>\r\n\r\n\r\n\r\n

Datu izseko\u0161anas n\u0101kotne pakalpojum\u0101 Google Analytics<\/h2>\r\n\r\n\r\n
\r\n
\"GDPR<\/figure>\r\n<\/div>\r\n\r\n\r\n

Google Analytics ir svar\u012bgs m\u0101rketinga r\u012bks, un t\u0101 tr\u016bkums daudziem var b\u016bt liels trieciens. Tom\u0113r tas nenoz\u012bm\u0113, ka viss ir zaud\u0113ts. T\u0101pat k\u0101 ar visiem interneta un telekomunik\u0101ciju noteikumiem, ir da\u017ei \u0161\u0137\u0113r\u0161\u013ci, kas j\u0101p\u0101rvar. Google Analytics nav \u012bstas alternat\u012bvas, ta\u010du ir iesp\u0113jami citi risin\u0101jumi.<\/p>\r\n\r\n\r\n\r\n

\u0160eit ir sniegts sadal\u012bjums par to, kas jums j\u0101dara, ja v\u0113laties, lai GA darbotos piln\u012bb\u0101 atbilsto\u0161i GDPR pras\u012bb\u0101m:\u00a0<\/p>\r\n\r\n\r\n\r\n

    \r\n
  1. pirms visu Google Analytics s\u012bkfailu aktiviz\u0113\u0161anas un darb\u012bbas j\u016bsu vietn\u0113 pieprasiet un sa\u0146emiet galalietot\u0101ja piekri\u0161anu.<\/li>\r\n\r\n\r\n\r\n
  2. Kontrol\u0113jiet katru Google Analytics s\u012bkfailu, lai tos aktiviz\u0113tu tikai p\u0113c tam, kad lietot\u0101ji ir devu\u0161i skaidru piekri\u0161anu.<\/li>\r\n\r\n\r\n\r\n
  3. Sniedziet p\u0101rredzamu inform\u0101ciju savas vietnes s\u012bkfailu politik\u0101 par vis\u0101m izmantotaj\u0101m Google Analytics s\u012bkdatn\u0113m, tostarp par to sniedz\u0113ju, tehnisko inform\u0101ciju, ilgumu un m\u0113r\u0137i. Tas ir svar\u012bgi, jo saska\u0146\u0101 ar VDAR piekri\u0161ana ir der\u012bga tikai tad, ja t\u0101 ir lietot\u0101ju apzin\u0101ta izv\u0113le.<\/li>\r\n\r\n\r\n\r\n
  4. Savas vietnes konfidencialit\u0101tes politik\u0101 sniedziet detaliz\u0113tu inform\u0101ciju par visiem Google Analytics s\u012bkfailiem sav\u0101 dom\u0113n\u0101 un par to, k\u0101dus personas datus j\u016bsu vietne apstr\u0101d\u0101 kopum\u0101.<\/li>\r\n\r\n\r\n\r\n
  5. Iesl\u0113dziet IP anonimiz\u0101ciju sav\u0101 Google Analytics kont\u0101 un p\u0101rliecinieties, ka taj\u0101 tiek izmantoti pseidon\u012bmi identifikatori.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    GDPR atbilst\u012bba un m\u0101rketings<\/h2>\r\n\r\n\r\n\r\n

    GDPR ietekmi uz m\u0101rketingu var redz\u0113t vair\u0101k\u0101s jom\u0101s. Viens no jaut\u0101jumiem, kas visbie\u017e\u0101k par\u0101d\u0101s, ir nestruktur\u0113tu datu noteikumi. Aptuveni 80% no uz\u0146\u0113mumu apkopotajiem datiem ietilpst \u0161aj\u0101 kategorij\u0101, ja tiem nav r\u012bku, lai tos struktur\u0113tu. \u0160ie r\u012bki var b\u016bt d\u0101rgi, bet, lai sak\u0101rtotu nestruktur\u0113tus datus atbilsto\u0161i GDPR pras\u012bb\u0101m, var b\u016bt nepiecie\u0161ama procesu piel\u0101go\u0161ana. Tas palielina izmaksas.<\/p>\r\n\r\n\r\n\r\n

    V\u0113l viena joma ir t\u012bmek\u013ca viet\u0146u redizains. Lai nodro\u0161in\u0101tu atbilst\u012bbu standartiem, t\u012bmek\u013ca vietn\u0113 j\u0101iek\u013cauj atrunas un s\u012bkfailu izv\u0113les iesp\u0113jas, lai nodro\u0161in\u0101tu, ka personas dati tiek v\u0101kti ar piekri\u0161anu. Svar\u012bgs faktors ir ar\u012b inform\u0113t\u012bba par priv\u0101tuma aizsardz\u012bbu tie\u0161saist\u0113, kad t\u012bmek\u013ca vietnes inform\u0113, k\u0101dus prec\u012bzus datu punktus t\u0101s v\u0101c, izmantojot datu v\u0101k\u0161anas veidlapu, kas atbilst VDAR 5. pantam.<\/p>\r\n\r\n\r\n\r\n

    T\u012bmek\u013ca vietn\u0113m j\u0101atbilst ar\u012b VDAR regulas 30. pants<\/a>, kas \u013cauj lietot\u0101jiem skat\u012bt padzi\u013cin\u0101tus ierakstus par savu datu izmanto\u0161anu, datu apstr\u0101di un v\u0113sturi.<\/p>\r\n\r\n\r\n\r\n

    GDPR un s\u012bkfailu noteikumi<\/h3>\r\n\r\n\r\n
    \r\n
    \"GDPR<\/figure>\r\n<\/div>\r\n\r\n\r\n

    Liel\u0101kaj\u0101 da\u013c\u0101 m\u016bsdienu m\u0101rketinga pas\u0101kumu \u013coti svar\u012bgi ir dati, jo \u012bpa\u0161i nestruktur\u0113ti s\u012bkfailu dati. Eksperti ir ierosin\u0101ju\u0161i risin\u0101jumus, piem\u0113ram. manu\u0101la datu v\u0101k\u0161ana<\/a> un biznesa izl\u016bko\u0161anas datu v\u0101k\u0161ana.<\/p>\r\n\r\n\r\n\r\n

    GDPR d\u0113\u013c vec\u0101s tie\u0161\u0101 m\u0101rketinga metodes var k\u013c\u016bt dz\u012bvotsp\u0113j\u012bg\u0101kas. \u0145emot v\u0113r\u0101 GDPR, tie\u0161ais m\u0101rketings vair\u0101k l\u012bdzin\u0101sies klientu uzrun\u0101\u0161anai, e-pasta m\u0101rketingam, izmantojot autentific\u0113tus sarakstus, soci\u0101lo pla\u0161sazi\u0146as l\u012bdzek\u013cu m\u0113r\u0137auditorijai un citiem l\u012bdz\u012bgiem pas\u0101kumiem, kas darbojas regul\u0113juma robe\u017e\u0101s.<\/p>\r\n\r\n\r\n\r\n

    L\u012bdz\u012bgi pieaug ar\u012b bez s\u012bkfailu izseko\u0161ana un bez s\u012bkfailu m\u0113r\u0137auditoriju atlase. Tas ietver lietot\u0101ja nep\u0101rprotamu piekri\u0161anu anon\u012bmai m\u0113r\u0137auditorijas atlasei. Gan Apple un Google veido sist\u0113mas<\/a> lai atvieglotu funkcijas bez s\u012bkfailiem.<\/p>\r\n\r\n\r\n\r\n

    GDPR atbilst\u012bbas apm\u0101c\u012bba darbiniekiem<\/h3>\r\n\r\n\r\n\r\n

    V\u0113l viena joma, kur\u0101 palielin\u0101s ar GDPR atbilst\u012bbas nodro\u0161in\u0101\u0161anu saist\u012bt\u0101s izmaksas, ir darbinieku pie\u0146em\u0161ana darb\u0101 un person\u0101la atlase. Jaunu darbinieku un strukt\u016brvien\u012bbu apm\u0101c\u012bba par GDPR pras\u012bb\u0101m atbilsto\u0161u zi\u0146ojumapmai\u0146u un procesiem var izmaks\u0101t d\u0101rgi. Kop\u0161 t\u0101 laika uz\u0146\u0113mumi ir izveidoju\u0161i jaunas amata vietas (piem\u0113ram, atbilst\u012bbas amatpersonas), lai p\u0101rraudz\u012btu \u0161os uzdevumus.<\/p>\r\n\r\n\r\n\r\n

    Jaut\u0101jums, kas ir aktu\u0101ls daudziem uz\u0146\u0113mumiem: K\u0101 GDPR ietekm\u0113 b2b p\u0101rdo\u0161anu tagad, kad t\u0101di r\u012bki k\u0101 InMail ir nepieejami? Uz\u0146\u0113mumi vai nu ir p\u0101rtrauku\u0161i tos izmantot \u0161aj\u0101 re\u0123ion\u0101, vai ar\u012b izv\u0113las citus tie\u0161\u0101s sazi\u0146as veidus. Vai ar\u012b uz\u0146\u0113mumi apiet GDRP, sl\u0113dzot l\u012bgumus ar darbiniekiem vai klientu organiz\u0101cij\u0101m \u0101rpus ES, lai nos\u016bt\u012btu InMails (darb\u012bba, ko ir gr\u016bt\u0101k izsekot un kas, iesp\u0113jams, var b\u016bt nelikum\u012bga).<\/p>\r\n\r\n\r\n\r\n

    Saska\u0146\u0101 ar GDPR B2B m\u0101rketings ir k\u013cuvis daudz tie\u0161\u0101ks, jo \u012bpa\u0161i t\u0101p\u0113c, ka LinkedIn k\u013c\u016bst maz\u0101k noz\u012bm\u012bgs. T\u0101di pakalpojumi k\u0101 Sortlist \u0161aj\u0101 situ\u0101cij\u0101 var\u0113tu k\u013c\u016bt popul\u0101r\u0101ki, jo GA un InMail izsl\u0113g\u0161ana atst\u0101j tuk\u0161umu.<\/p>\r\n\r\n\r\n\r\n

    Cerams, ka \u0161is raksts ir uzskat\u0101mi par\u0101d\u012bjis, ka iesp\u0113jamais GA beigas nenoz\u012bm\u0113 digit\u0101l\u0101 m\u0101rketinga beigas. Lai to izmantotu, ir iesp\u0113jami citi apie\u0161anas veidi vai alternat\u012bvi anal\u012bzes veidi.<\/p>","protected":false},"excerpt":{"rendered":"

    GDPR atbilst\u012bba ES jau k\u0101du laiku ir aktu\u0101ls jaut\u0101jums. Uzziniet vair\u0101k par to, k\u0101 tas ietekm\u0113 m\u0101rketingu un ko varat dar\u012bt, lai nodro\u0161in\u0101tu savu procesu atbilst\u012bbu.<\/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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