{"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\/lv\/blog\/2023\/01\/16\/zero-party-data-marketing-an-introduction\/","title":{"rendered":"Nulles puses datu m\u0101rketings: Ievads"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Datu v\u0101k\u0161anas metodes ir biju\u0161as liels ieguvums digit\u0101lajam m\u0101rketingam kopum\u0101. Tom\u0113r t\u0101s nav iztiku\u0161as bez pretrun\u0101m un priv\u0101tuma p\u0101rk\u0101pumiem. \u0145emot v\u0113r\u0101 izmai\u0146as starptautiskajos ties\u012bbu aktos, kas pal\u012bdz aizsarg\u0101t pat\u0113r\u0113t\u0101ju ties\u012bbas, un pieaugo\u0161o vid\u0113j\u0101 pat\u0113r\u0113t\u0101ja nev\u0113l\u0113\u0161anos iesaist\u012bties datu koplieto\u0161an\u0101, nulles puses dati pied\u0101v\u0101 alternat\u012bvu, kuru ir v\u0113rts apsv\u0113rt.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Nulles puses datu defin\u012bcija<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nulles puses datu v\u0101k\u0161anas koncepcijai ir eleganta priek\u0161noteikuma b\u016bt\u012bba. Tie ir dati, ar kuriem klients vai m\u0113r\u0137a grupa apzin\u0101ti un akt\u012bvi dal\u0101s ar m\u0101rketinga speci\u0101listu, uz\u0146\u0113mumu vai organiz\u0101ciju. Tas ir \u012bpa\u0161i noder\u012bgi kult\u016br\u0101 bez s\u012bkfailiem, kur <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lv\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >m\u0101rketings<\/a> p\u0101riet no m\u016bsdienu datu v\u0101k\u0161anas meto\u017eu pel\u0113kaj\u0101m zon\u0101m.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Iesp\u0113jams, <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> n\u0101ca klaj\u0101 ar \u0161o terminu un populariz\u0113ja t\u0101 lietojumu. K\u0101 datu veids tas aptver pla\u0161u noder\u012bgas klientu inform\u0101cijas kl\u0101stu. T\u0101 var ietvert (bet ne tikai) preferen\u010du centra datus, pirkuma nodomus, personiskos kontekstus un datus par to, k\u0101 personas v\u0113las, lai z\u012bmols t\u0101s atpaz\u012bst. Galvenais ir tas, ka klientam \u0161ie dati ir j\u0101sniedz br\u012bvpr\u0101t\u012bgi.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">ZPD ir saist\u012bts ar\u012b ar citu j\u0113dzienu - interakt\u012bvo m\u0101rketingu. Paz\u012bstams ar\u012b k\u0101 <a href=\"https:\/\/www.connectionmodel.com\/blog\/interactive-marketing-what-it-is-and-why-it-works\" target=\"_blank\" rel=\"noreferrer noopener\">uz notikumiem vai izrais\u012bt\u0101jfaktoriem balst\u012bts m\u0101rketings.<\/a>, \u0161is veicin\u0101\u0161anas veids anal\u012btiskos datus ieg\u016bst no mijiedarb\u012bbas ar klientiem. Tom\u0113r at\u0161\u0137ir\u012bb\u0101 no cit\u0101m mode\u013cu anal\u012bzes metod\u0113m t\u0101 ir sadarb\u012bbas metode un izmanto akt\u012bvu iesaist\u012b\u0161anos, nevis pas\u012bvu uzved\u012bbas anal\u012bzi.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Viena no nulles puses datu priek\u0161roc\u012bb\u0101m ir t\u0101, ka ar piekri\u0161anu var apkopot datus, ko nevar ieg\u016bt ar cit\u0101m metod\u0113m. Piem\u0113ram, personas dati ir viens no datu veidiem, ko Google Analytics ir aizliegts v\u0101kt, ta\u010du, pateicoties ZPD piekri\u0161anas b\u016bt\u012bbai, tas ir piln\u012bgi nevainojami.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Lielie dati m\u0101rketing\u0101<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tradicion\u0101l\u0101 tirgus datu pieeja ietver vair\u0101kas da\u017e\u0101das metodes - no pirm\u0101s puses l\u012bdz tre\u0161ai pusei. Liel\u0101kie inform\u0101cijas kr\u0101jumi lielo datu jom\u0101 n\u0101k no tre\u0161o pu\u0161u datu sniedz\u0113jiem un v\u0101c\u0113jiem. Tre\u0161o pu\u0161u datu kr\u0101tuv\u0113m ir milz\u012bgs apjoms un darb\u012bbas joma. Lai gan t\u0101 neap\u0161aub\u0101mi ir noder\u012bga nozare, t\u0101 ir non\u0101kusi zem kritikas par t\u0101s praksi un no t\u0101s izrieto\u0161aj\u0101m neparedz\u0113taj\u0101m sek\u0101m.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Viens no galvenajiem iemesliem, k\u0101p\u0113c uz\u0146\u0113mumi un starptautisk\u0101s organiz\u0101cijas mekl\u0113 alternat\u012bvas, ir pat\u0113r\u0113t\u0101ju uztic\u012bbas zudums tradicion\u0101laj\u0101m metod\u0113m tre\u0161o personu datu aizsardz\u012bbas p\u0101rk\u0101pumu d\u0113\u013c. Tas sakr\u012bt ar\u012b ar liel\u0101m p\u0101rmai\u0146\u0101m <a href=\"https:\/\/promoguy.nl\/lv\/blog\/gdpr-compliance-the-effects-on-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">k\u0101 starptautisk\u0101s organiz\u0101cijas \u0146em v\u0113r\u0101 datu v\u0101k\u0161anas praksi.<\/a>.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Lai saprastu at\u0161\u0137ir\u012bbu starp tradicion\u0101lajiem datu l\u012bme\u0146iem, \u0161eit ir sniegts sadal\u012bjums:<\/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=\"Datu v\u0101k\u0161ana Pirm\u0101 puse Otr\u0101 puse Tre\u0161\u0101 puse\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Pirm\u0101s puses dati<\/strong>: dati, ko uz\u0146\u0113mums apkopojis, pamatojoties uz uzved\u012bbu, ko tas nov\u0113rojis klientu vai \u0101r\u0113jo pat\u0113r\u0113t\u0101ju vid\u016b. Piem\u0113ram, j\u016bs p\u0101rvald\u0101t modes t\u012bmek\u013ca vietni un v\u0101cat datus, izmantojot pirm\u0101s puses s\u012bkfailus.<\/li>\r\n\r\n\r\n\r\n<li><strong>Otr\u0101s puses dati<\/strong>: \u0161im datu veidam parasti ir t\u0101di pa\u0161i ierobe\u017eojumi k\u0101 pirm\u0101s puses datiem, ta\u010du tos kop\u012bgi izmanto divi z\u012bmoli vai p\u0101rdev\u0113ji. Tas b\u016btu t\u0101pat k\u0101 tad, ja j\u016bs nolemtu ieg\u0101d\u0101ties pat\u0113r\u0113t\u0101ju ieskatu no z\u012bmola vai t\u012bmek\u013ca vietnes, kas konkur\u0113 ar j\u016bsu veikalu.<\/li>\r\n\r\n\r\n\r\n<li><strong>Tre\u0161o pu\u0161u dati<\/strong>: v\u0101c \u0101r\u0113ja strukt\u016bra, un t\u0101s darb\u012bbas joma ir daudz pla\u0161\u0101ka. Da\u017ereiz tas ietver nestruktur\u0113tus datus, kuriem datu v\u0101c\u0113jam ir j\u0101pie\u0161\u0137ir forma. Tas b\u016btu l\u012bdz\u012bgi tam, ja j\u016bsu t\u012bmek\u013ca vietne nolemtu sazin\u0101ties ar anal\u012btisko uz\u0146\u0113mumu un apkopot anon\u012bmus pat\u0113r\u0113t\u0101ju datus, kas attiecas uz j\u016bsu m\u0113r\u0137a grupu vai cilv\u0113kiem, kuri apmekl\u0113 l\u012bdz\u012bgus veikalus.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Nulles puses dati pret pirm\u0101s puses datiem<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">ZPD un FPD ir nedaudz sajauktas. Pirmo no t\u0101m klients nodro\u0161ina akt\u012bvi, bet otro - pas\u012bvi, parasti apmekl\u0113jot t\u012bmek\u013ca vietni un piekr\u012btot iesp\u0113jot s\u012bkfailus.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">L\u012bdz\u012bgi, sal\u012bdzinot pirm\u0101s puses datus ar tre\u0161o pu\u0161u datiem, galveno pu\u0161u (pat\u0113r\u0113t\u0101ja un uz\u0146\u0113muma, kas izmanto datus sav\u0101 darb\u012bb\u0101) no\u0161\u0137irt\u012bba krasi palielin\u0101s. Pat\u0113r\u0113t\u0101js ir tik att\u0101lin\u0101ts no procesa, ka nevar zin\u0101t, kuru rok\u0101s non\u0101k vi\u0146a dati. Starp pirm\u0101s puses pikse\u013cu datu v\u0101k\u0161anu un milz\u012bgas datu kopas ieg\u0101di no uz\u0146\u0113muma ir milz\u012bga plaisa.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Pirm\u0101s puses s\u012bkfaili apkopo datus, kas ir pieejami tikai t\u0101m vietn\u0113m, kur\u0101s lietot\u0101js ir bijis.<\/li>\r\n\r\n\r\n\r\n<li>Tre\u0161o pu\u0161u s\u012bkfaili tiek koplietoti starp t\u012bmek\u013ca dom\u0113niem, kas \u013cauj rekl\u0101mdev\u0113jiem un soci\u0101lo pla\u0161sazi\u0146as l\u012bdzek\u013cu t\u012bkliem m\u0113r\u0137tiec\u012bgi izmantot m\u0101rketinga materi\u0101lus, pamatojoties uz apmekl\u0113taj\u0101m lap\u0101m.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Turpret\u012b nulles puses datu v\u0101k\u0161anas metodes ir tie\u0161\u0101kas. T\u0101s ietver:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Viktor\u012bnas<\/li>\r\n\r\n\r\n\r\n<li>Sarunu iznirsto\u0161ie logi<\/li>\r\n\r\n\r\n\r\n<li>Aptaujas p\u0113c pirkuma<\/li>\r\n\r\n\r\n\r\n<li>Produkta ievad\u012b\u0161ana darb\u0101<\/li>\r\n\r\n\r\n\r\n<li>Personaliz\u0113tie konti<\/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=\"Nulles puses datu metodes\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Datu un v\u0101k\u0161anas meto\u017eu piem\u0113ri, kur\u0101s nav iesaist\u012bta neviena puse<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">P\u0113d\u0113jos gados uz\u0146\u0113mumi arvien vair\u0101k izmanto \u0161\u012bs datu v\u0101k\u0161anas metodes. \u0160eit ir divi piem\u0113ri no nesen\u0101m liet\u0101m, kas ilustr\u0113 ZPD lietder\u012bbu.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Nulles puses datu viktor\u012bna veido skaistumkop\u0161anas z\u012bmola pan\u0101kumus<\/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=\"Kosm\u0113tikas lietas nulles puses dati\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Skaistumkop\u0161anas un matu produktu pieg\u0101d\u0101t\u0101js <a href=\"https:\/\/www.minkhairwholesale.com\" target=\"_blank\" rel=\"noreferrer noopener\">Br\u012bnumain\u0101 \u016bdele<\/a>, piem\u0113ram, \u013coti veiksm\u012bgi izmantoja viktor\u012bnas. Vi\u0146i sp\u0113ja palielin\u0101t ie\u0146\u0113mumus par se\u0161ciparu skaitli, tikai izveidojot virkni jaut\u0101jumu, ar kuru pal\u012bdz\u012bbu lietot\u0101ji var\u0113ja noteikt savu ide\u0101lo matu kop\u0161anas re\u017e\u012bmu. T\u0101d\u0113j\u0101di vi\u0146i iesaist\u012bja savus klientus un ieguva b\u016btisku ieskatu par tirgus vajadz\u012bb\u0101m.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Viktor\u012bna darboj\u0101s labi t\u0101p\u0113c, ka t\u0101 nodro\u0161in\u0101ja p\u0101rliec\u012bbu un mazin\u0101ja pirc\u0113ju nenoteikt\u012bbu m\u0113r\u0137auditorij\u0101, vienlaikus apkopojot datus. Uz\u0146\u0113mums konstat\u0113ja, ka sarunu pop-up, izmantojot Octane AI, viena m\u0113ne\u0161a laik\u0101 nodro\u0161in\u0101ja $154 000 ie\u0146\u0113mumu. Strat\u0113\u0123ijai bija p\u0101rsteidzo\u0161a ROI, un at\u0161\u0137ir\u012bb\u0101 no pirm\u0101s l\u012bdz tre\u0161\u0101s puses datiem t\u0101 \u013c\u0101va klientam justies vair\u0101k iesaist\u012btam ar personaliz\u0113tu pieredzi.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Yelp izmanto klientu preferences<\/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=\"Yelp logotips\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Yelp jau ilg\u0101ku laiku v\u0101c nulles puses datus, lai pied\u0101v\u0101tu pakalpojumu un produktu ieteikumus. Viens no liel\u0101kajiem pan\u0101kumiem ir bijis restor\u0101nu ieteikumi, pateicoties preferen\u010du centra iesp\u0113jai. \u0160\u012b iesp\u0113ja \u013cauj lietot\u0101jiem ievad\u012bt di\u0113tas, dz\u012bvesveida un pieejam\u012bbas preferences, lai nodro\u0161in\u0101tu v\u0113lamo klientu pieredzi.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Rezult\u0101ts? Daudz pamatot\u0101ks algoritms, kas sniedz rezult\u0101tus, kuri atbilst klienta vajadz\u012bb\u0101m. Vi\u0146i ne tikai izmantoja datus, k\u0101 to dar\u012btu citas platformas. Vi\u0146i inform\u0113ja lietot\u0101jus par to, kuras vi\u0146u v\u0113lmes atbilst k\u0101dam ieteiktajam uz\u0146\u0113mumam.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Preferen\u010du p\u0101rredzam\u012bba neb\u016btu tik iesp\u0113jama, izmantojot citas datu metodes, \u0146emot v\u0113r\u0101 to, k\u0101 t\u0101s veic nov\u0113rt\u0113jumus sl\u0113pt\u0101 veid\u0101. Rezult\u0101t\u0101 \u0161ie pan\u0101kumi bija iesp\u0113jami tikai pateicoties ZPD atkl\u0101t\u012bbai un sadarb\u012bbas form\u0101tam.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Ja mekl\u0113jat datu apstr\u0101des uz\u0146\u0113mumu, ar kuru konsult\u0113ties, esat non\u0101cis \u012bstaj\u0101 viet\u0101.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u0145emot v\u0113r\u0101 izmai\u0146as starptautiskajos ties\u012bbu aktos, kas pal\u012bdz aizsarg\u0101t pat\u0113r\u0113t\u0101ju ties\u012bbas, un pieaugo\u0161o vid\u0113j\u0101 pat\u0113r\u0113t\u0101ja nev\u0113l\u0113\u0161anos iesaist\u012bties datu koplieto\u0161an\u0101, nulles puses dati ir alternat\u012bva, ko v\u0113rts apsv\u0113rt.<\/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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