Yintoni i-Zero-Party, iQela lokuQala, iQela leSibini, kunye neDatha yomntu wesithathu

Yintoni i-Zero-Party Data? Iqela Lokuqala-Idatha? Idatha yeqela lesibini? Idatha yomntu wesithathu?

Kukho ingxoxo ephilileyo kwi-intanethi phakathi kweemfuno zeenkampani zokuphucula ukujoliswa kwazo ngedatha kunye namalungelo abathengi okukhusela idatha yabo yobuqu. Uluvo lwam oluthobekileyo lolokuba iinkampani zisebenzise kakubi idatha iminyaka emininzi kangangokuba sibona umva ofanelekileyo kulo lonke ishishini. Ngelixa iibrendi ezilungileyo zinoxanduva olukhulu, iibrendi ezimbi zonakalisa idama lokuthengisa idatha kwaye sishiyeke nomceli mngeni omkhulu:

Siluphucula njani kwaye silwenze njani unxibelelwano kubathengi bangoku nabanokubakho ngaphandle kokuba nemithombo yedatha etyebileyo ukusinceda? Impendulo ithi Iqela elinguziro idatha.

Yintoni i-Zero-Party Data?

Idata umthengi athi ngabom nangokusebenzayo abelane nge-brand, enokubandakanya idatha yeziko lokukhetha, iinjongo zokuthenga, umxholo wobuqu, kunye nendlela umntu afuna ngayo ibhrendi imqaphele.

UStephanie Liu, uForrester

Ngamanye amazwi, idatha yeqela elinguziro (0P) asiyodatha eqokelelwe ngokufihlakeleyo (engazi lundwendwe okanye umthengi) kwaye ayitolikwa. Idatha yeqela le-Zero yidatha ecacileyo enikezelwa ngumthengi ngokuzithandela ukuphucula ukuqonda kwakho kubo, iimfuno zabo, iimfuno zabo, kunye nalapho balala khona kuhambo lwabathengi.

Yintoni i-First-Party Data?

Idatha yeqela lokuqala yidatha eqokelelwe ngokuthe ngqo yinkampani kwintsebenziswano kunye nophawu lwayo ngabatyeleli, abakhokelayo kunye nabathengi. Idatha yomntu wokuqala (1P) yeyenkampani kwaye isetyenziselwa ukuthengisa kunye neenzame zokuthengisa ukugxila ekufumaneni, ekuthengiseni, kunye namanyathelo okugcina.

Iqela lokuqala Cookie kwiwebhusayithi yifayile encinci ebhalelwe umsebenzisi wekhompyuter yesikhangeli ukuba iseva yewebhu yebhrendi inokufikelela kuyo ukuze iqokelelwe kwaye ifundwe. Ayikho enye inkonzo enokufikelela kuloo cookie okanye idatha yayo.

  • Ingaba iData yeZero yahluke njani kwiDatha yeQela lokuqala? Iqela lokuqala Idatha iqokelelwa kwindawo ngaphandle kokuqonda okucacileyo kondwendwe. Masithi uhlala kwindawo ye-ecommerce kwaye ujonge imveliso ethile. Ukhangela iindidi zayo, ukhangela amagama angundoqo athile, kwaye ungawongeza kwinqwelo. Ngalo lonke ixesha, indawo ye-ecommerce iqokelela loo mbali kwaye ibeka i-cookie abanokuthi bafikelele kuyo kamva ukuba ubuyela kwindawo ... okanye ukuba banokukubona ngefomu yokubhalisa okanye ukuguqulwa okulandelayo. Idatha yeqela lokuqala yinto eqhelekileyo, kodwa isaqokelelwa kungaziwa lundwendwe. Ewe kunjalo, unomgaqo-nkqubo wecookie kunye neqhosha lokwamkela kwisiza sakho… kodwa akukho mntu ufunda umbhalo omhle kwezi kwaye akazintywili kwidatha yecookie esetiwe. Ngoko, ngelixa bakunike imvume ukuqokelela idatha… abaqondi ukuba yintoni na eqokelelweyo, igcinwa njani, okanye nini kwaye iza kusetyenziswa njani.
  • Iqokelelwa njani iData yeZero? Faka DXP, okanye I-Digital eExperience Platform. Isebenzisa umzekelo ongasentla apho idatha iqokelelwa khona kusetyenziswa ukuziphatha kondwendwe, iDXP ijika oku kwaye ibonelele ngamava omsebenzisi (UX) ngamava acacileyo azikhokelayo apho baye bacelwa ukuba bafumane ulwazi ukwenza ngcono amava abo. Idatha ye-zero-party eqokelelweyo ikwixesha langempela, impendulo ikwixesha langempela, kwaye iziphumo zitshintshiselwano olucacileyo lolwazi phakathi kweendwendwe kunye ne-brand ukunceda ukukhokela ukuthenga kwabo.

Iplatform yamava eDijithali yeJebbit
Jebbit

Idatha ye-Zero-Party eqokelelwe ngamava edijithali ayifani nedatha yomntu wokuqala esetyenziselwa ukukhangela injongo yondwendwe kunokuba ibenze babonelele ngayo. Iiplatform zamava eDijithali ziqokelela lonke ulwazi ngexesha lokwenyani kwaye zicele umtyeleli ukuba azichaze ngokutshintshiselana nesisombululo esisifunayo.

Izinto eziluncedo kwibhrendi zininzi:

  1. elubala – uphawu luselubala kwinto eqokelelwa idatha, indlela eqokelelwa ngayo, kunye nendlela esetyenziswa ngayo.
  2. Ixesha elilungile - idatha inikezelwa ngokuthe ngqo ngexesha langempela ngumvakashi, ngoko ke ukuchaneka kunye nobudala bedatha abubuzwa.
  3. amava -ukwenziwa komntu, kunye nokwahlulahlula akufuni nto yimbi ngaphandle konxibelelwano lomtyeleli, ke uthethathethwano luphezulu kakhulu.
  4. Akunacookie – akukho mfuneko yokugcina kunye nokufikelela kwidatha, apho iibrowser kunye neeaplikeshini zicutha ufikelelo ngolawulo olwandisiweyo lwabucala.

Imizekelo yeZero-Party Data

Inkokeli kushishino lweDXP yiJebbit kwaye banetoni ye Zifundo ze zifundo malunga nokuba iqonga labo lizichaphazela njani iziphumo. Nazi ezimbalwa:

Amava e-Tide Digital

Aussie Amava Digital

Iipampulu

I-DXPs yenza ukuba abathengisi, ngaphandle kwekhowudi, bakhe amava edijithali anzima ngokusebenzisa idatha yeqela elinguziro ukusuka kwiikhweshine, iikhwizi, uphando, ukuvota, kunye nezisombululo ezikhokelwayo.

Yakha amava akho okuqala eJebbit

Yintoni i-Second-Party Data

Idatha yomntu wesibini (2P) yidatha efunyenwe kwiqabane eliqokelele olo lwazi ngokuthe ngqo. Umzekelo unokuba uxhasa inkomfa yoshishino kwaye, njengenxalenye yaloo nkxaso-mali, unokufikelela kwidatha yabazimasi eqokelelwa yinkampani ehambisa okanye ethengisa amatikiti kumsitho.

Yintoni iDatha yomntu wesithathu?

Idatha yomntu wesithathu (3P) yidatha efunyenwe, ngokwesiqhelo ngokuthengwa, kwinkampani ehlanganisa idatha kwimithombo emininzi kwaye ikholisa ukudibanisa, ikhuphe kabini, kwaye iqinisekise ulwazi. Umzekelo omkhulu woku Zoominfo kwindawo yeB2B. I-Zoominfo ilungele ukuthengisa kunye namasebe okuthengisa ukutyebisa idatha yabo yomntu wokuqala kunye nokusetyenziswa ukuphucula ukujoliswa.

Umntu wesithathu Cookie kwiwebhusayithi yifayile encinci ebhalelwe umsebenzisi wekhompyuter yesikhangeli ukuba iseva yewebhu yomntu wesithathu inokufikelela kuyo ukuze iqokelelwe kwaye ifundwe. Iseva yewebhu yebhrendi ayikwazi ukufikelela kwikuki okanye idatha yayo. I-cookie yomntu wesithathu idla ngokubekwa ngeskripthi somntu wesithathu esisebenza ngaphakathi kwephepha kodwa kwisikhangeli somthengi. Umzekelo we-cookie yomntu wesithathu yikuki ye-Google Analytics… apho iskripthi esifakwe kwi-pixel efihliweyo sibonelela ngokufikelela kwi-Google Analytics ukufikelela kwi-cookie, ukugcina idatha, kwaye uyigqithisele kwiqonga lohlalutyo.

Isicwangciso sakho sokuqokelelwa kwedatha

Njengoko amaqonga ephendula kwiimfuno zabathengi, akukho mathandabuzo amancinci aya kuqhubeka ephucula ulawulo abanalo abantu kwidatha eqokelelweyo, ekwabelwana ngayo, nesetyenziselwa ukuthengisa kunye neenzame zokuthengisa. Ukuba ishishini lakho lixhomekeke kwidatha yomntu wesithathu, uya kufuna ukubandakanya ezinye iindlela zokuphucula isikhokelo sakho okanye iiprofayili zabathengi:

  • Faka iqonga lamava edijithali ukuze iindwendwe zibonelele ngedatha yeqela le-zero.
  • Ukudibanisa iqhinga imibuzo yesitayile kulo lonke unxibelelwano lwakho lobuqu ukuze ungagqithisi ababhalisi bakho ngeefomu ezinkulu kodwa uqokelele iqhekeza ledatha ngexesha kunxibelelwano oluninzi.
  • Yandisa imithombo yakho yedatha yomntu wesibini, usebenza neempawu ezingakhuphisaniyo nezakho kodwa ufikelele kubaphulaphuli abafanayo.
  • Nciphisa ukuxhomekeka kwakho kwiikuki zomntu wesithathu njengoko zisenokungachaneki kwaye zingasebenzi kakuhle njengoko amaqonga esonyusa ulawulo lwabucala.

Ukuxela: I-arhente yam i Jebbit iqabane kwaye sinceda ukuphumeza amaqonga amava edijithali ngokudityaniswa kwiCRM ye-Salesforce, intengiso, kunye namaqonga okuthengisa azenzekelayo.

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.