{"id":312165,"date":"2022-11-05T13:23:04","date_gmt":"2022-11-05T12:23:04","guid":{"rendered":"https:\/\/loudavymkrokem.cz\/date-apocalipsa-marketing\/"},"modified":"2026-07-13T18:36:34","modified_gmt":"2026-07-13T16:36:34","slug":"date-apocalipsa-marketing","status":"publish","type":"post","link":"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/","title":{"rendered":"Data Restart 2022: Apocalipsa datelor \u0219i cum s\u0103-i faci fa\u021b\u0103"},"content":{"rendered":"\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a568057d1f76&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a568057d1f76\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/D4F06699-3333-42E7-BFF6-D0F5C0D8FFC4.png\" alt=\"Data Restart 2022 apocalipsa datelor\" class=\"wp-image-58319\" title=\"\"><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Anul trecut cu to\u021bii ne-am chinuit intens s\u0103 implement\u0103m o bar\u0103 de cookie-uri func\u021bional\u0103 \u0219i apoi s\u0103 accept\u0103m sc\u0103derea datelor care a urmat. Firmele mai mari au investit \u00een analiz\u0103 de date \u0219i au lucrat la modelarea datelor lips\u0103, iar noi, ceilal\u021bi, ori n-am activat bara deloc, ori ne-am \u00eemp\u0103cat cu ideea c\u0103 nu ne mai putem baza pe Google Analytics.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen ultimele 12 luni au ap\u0103rut \u0219i s-au \u00eembun\u0103t\u0103\u021bit o serie de metode prin care po\u021bi face fa\u021b\u0103 sc\u0103derii datelor. Google Analytics 4, Server Google Tag Manager, m\u0103surarea Consent Rate, Enhanced Conversions \u0219i Consent Mode pentru Google Ads, Conversion API pentru Facebook \u0219i multe altele.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tocmai c\u00e2nd noi, managerii de magazine online, am r\u0103suflat pu\u021bin u\u0219ura\u021bi, anali\u0219tii de date au \u00eenceput din nou s\u0103 trag\u0103 semnalul de alarm\u0103: aproximativ trei ani de acum \u00eenainte va exista un vid \u00een care din browsere vor disp\u0103rea cookie-urile third-party (pe care le folosim cu to\u021bii pentru targetarea reclamelor) \u0219i, \u00een acela\u0219i timp, nu va exista o solu\u021bie sistemic\u0103 preg\u0103tit\u0103 pentru a le oferi \u00een continuare clien\u021bilor reclame relevante, care s\u0103-i mul\u021bumeasc\u0103 \u0219i datorit\u0103 c\u0103rora noi s\u0103 facem bani. Aceasta este adev\u0103rata <strong>apocalips\u0103 a datelor<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Regulamentul ePrivacy, care ar trebui s\u0103 elimine barele de cookie-uri \u0219i s\u0103 permit\u0103 utilizatorilor s\u0103-\u0219i seteze preferin\u021bele direct \u00een browser, nu va intra \u00een vigoare cel pu\u021bin p\u00e2n\u0103 \u00een 2025.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De aceea m-am dus \u0219i anul acesta, ca de obicei, la <a href=\"https:\/\/www.datarestart.cz\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Data Restart<\/strong><\/a>, organizat de <strong><a href=\"https:\/\/academy.taste.cz\" target=\"_blank\" rel=\"noreferrer noopener\">Taste Academy<\/a><\/strong>, ca s\u0103 aud cum se preg\u0103tesc pentru apocalipsa datelor cei mai buni anali\u0219ti de date din \u021bar\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Eu nu sunt nici analist de date, nici programator, iar acest rezumat \u00eel scriu pentru to\u021bi cei care se afl\u0103 pe pozi\u021bii similare cu a mea.<\/strong> Te ocupi de marketing online \u0219i e\u0219ti responsabil de performan\u021ba \u00eentregului mix de marketing, dar nu ai la \u00eendem\u00e2n\u0103 programatori \u0219i nici bani ca s\u0103-\u021bi angajezi o echip\u0103 de anali\u0219ti de date. \u00cen acela\u0219i timp, ai nevoie s\u0103 func\u021bionezi \u00een continuare, pentru c\u0103 afacerea ta st\u0103 pe online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A\u0219a c\u0103 hai s\u0103 \u00eencepem \ud83d\ude42<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah \u010dl\u00e1nku<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Vor_fi_mai_putine_date_despre_clienti_si_mai_multe_estimari\" >Vor fi mai pu\u021bine date despre clien\u021bi \u0219i mai multe estim\u0103ri<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Schimbari_tehnologice_in_browsere_%E2%80%93_sfarsitul_cookie-urilor\" >Schimb\u0103ri tehnologice \u00een browsere \u2013 sf\u00e2r\u0219itul cookie-urilor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Google_Privacy_Sandbox\" >Google Privacy Sandbox<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Czech_Ad_ID\" >Czech Ad ID<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Cum_sa_faci_fata_pierderii_de_date_aici_si_acum\" >Cum s\u0103 faci fa\u021b\u0103 pierderii de date aici \u0219i acum<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Implementeaza_o_bara_de_cookie-uri_functionala\" >Implementeaz\u0103 o bar\u0103 de cookie-uri func\u021bional\u0103<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Activeaza_Google_Ads_Enhanced_Conversions\" >Activeaz\u0103 Google Ads Enhanced Conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Activeaza_Google_Consent_Mode\" >Activeaz\u0103 Google Consent Mode<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Implementeaza_Facebook_Conversion_API\" >Implementeaz\u0103 Facebook Conversion API<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Masoara_Consent_Rate\" >M\u0103soar\u0103 Consent Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Incepe_sa_folosesti_Google_Analytics_4\" >\u00cencepe s\u0103 folose\u0219ti Google Analytics 4<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Implementeaza_Server_Side_Google_Tag_Manager\" >Implementeaz\u0103 Server Side Google Tag Manager<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Fa_inscrierea_mai_atractiva\" >F\u0103 \u00eenscrierea mai atractiv\u0103<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#CRM_in_era_fara_cookie-uri\" >CRM \u00een era f\u0103r\u0103 cookie-uri<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Noteaza_si_masoara_toate_sursele_de_clienti_abonati\" >Noteaz\u0103 \u0219i m\u0103soar\u0103 toate sursele de clien\u021bi \/ abona\u021bi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Aduna_toate_datele_intr-un_singur_loc\" >Adun\u0103 toate datele \u00eentr-un singur loc<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Prezentarile_de_la_conferinta\" >Prezent\u0103rile de la conferin\u021b\u0103<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/loudavymkrokem.cz\/ro\/date-apocalipsa-marketing\/#Rezumate_de_la_cunoscuti_si_agentii\" >Rezumate de la cunoscu\u021bi \u0219i agen\u021bii<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vor_fi_mai_putine_date_despre_clienti_si_mai_multe_estimari\"><\/span>Vor fi mai pu\u021bine date despre clien\u021bi \u0219i mai multe estim\u0103ri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen ultimii 20 de ani, marketerii online \u0219i anali\u0219tii de date s-au bucurat de o adev\u0103rat\u0103 jungl\u0103 de date. M\u0103suram totul, pe toat\u0103 lumea, peste tot. Erau at\u00e2t de multe date \u00eenc\u00e2t nu era nicio problem\u0103 s\u0103 creezi o campanie cu o invita\u021bie la o cafea gratuit\u0103 cu pr\u0103jitur\u0103 pentru to\u021bi liceenii care s-au aflat, de luni p\u00e2n\u0103 vineri, \u00eentr-o raz\u0103 de 100 m de magazinul t\u0103u. Despre clien\u021bi \u0219tiam:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ce pagini viziteaz\u0103<\/li>\n\n\n\n<li>ce fac pe site<\/li>\n\n\n\n<li>ce cump\u0103r\u0103<\/li>\n\n\n\n<li>despre ce subiecte le place s\u0103 citeasc\u0103<\/li>\n\n\n\n<li>de pe ce dispozitive ne viziteaz\u0103<\/li>\n\n\n\n<li>ce electronice folosesc<\/li>\n\n\n\n<li>unde lucreaz\u0103<\/li>\n\n\n\n<li>ce magazine viziteaz\u0103<\/li>\n\n\n\n<li>ce fac \u00een timpul liber<\/li>\n\n\n\n<li>&#8230;.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Toate acestea au luat sf\u00e2r\u0219it (\u0219i, \u00een principiu, este bine). <strong>Din 2022, utilizatorii au dreptul s\u0103 aleag\u0103 dac\u0103 \u00eei putem urm\u0103ri pe site-ul nostru sau nu.<\/strong> Acest lucru simplu a f\u0103cut ca, \u00een ciuda tuturor eforturilor, publisherii media s\u0103 piard\u0103 \u00een jur de 20% din date, iar magazinele online chiar \u0219i 50%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizatorii \u00ee\u0219i aleg preferin\u021ba prin intermediul a\u0219a-numitei \u201ebare de cookie-uri&#8221;, care \u00eens\u0103 nu va mai fi despre cookie-uri, pentru c\u0103 \u0219i acestora le sun\u0103 \u00een cur\u00e2nd ceasul.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Schimbari_tehnologice_in_browsere_%E2%80%93_sfarsitul_cookie-urilor\"><\/span>Schimb\u0103ri tehnologice \u00een browsere \u2013 sf\u00e2r\u0219itul cookie-urilor<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Totul a \u00eenceput cu Adblocker-ele, care pur \u0219i simplu elimin\u0103 reclamele de pe site \u00een browserul utilizatorului \u0219i blocheaz\u0103 stocarea cookie-urilor third-party. Adblocker-ele \u0219i le instaleaz\u0103 utilizatorii singuri, \u00een mod activ, iar oamenii de date au \u00eenv\u0103\u021bat cumva s\u0103 tr\u0103iasc\u0103 cu asta.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1<strong> Ce sunt cookie-urile third-party?<\/strong> Cookie-urile ter\u021b\u0103 parte sunt cookie-uri pe care \u021bi le salveaz\u0103 \u00een browser un alt site dec\u00e2t cel pe care te afli \u00een acel moment. Poate fi vorba, de exemplu, de cookie-uri din sistemele de publicitate (precum Google), care datorit\u0103 cookie-ului \u00ee\u021bi urm\u0103resc mi\u0219carea pe site-urile unde fac reclam\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La blocarea cookie-urilor third-party s-au apucat \u00eens\u0103 \u0219i browserele, ceea ce m\u0103re\u0219te destul de mult problema. Firefox \u0219i Safari, \u00een set\u0103rile implicite, blocheaz\u0103 complet cookie-urile third-party \u2013 momentan sunt afectate aproximativ 30% din vizite, iar acest num\u0103r va cre\u0219te, pentru c\u0103 e doar o chestiune de timp p\u00e2n\u0103 c\u00e2nd \u0219i celelalte browsere, inclusiv Google Chrome, vor implementa o m\u0103sur\u0103 similar\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Din cauza bloc\u0103rii cookie-urilor third-party pierdem date pentru remarketing, segmentarea clien\u021bilor \u0219i pentru alte instrumente de marketing<\/strong>, f\u0103r\u0103 de care, la set\u0103rile actuale ale sistemelor de publicitate, trebuie s\u0103 ne a\u0219tept\u0103m la o sc\u0103dere mare a v\u00e2nz\u0103rilor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_Privacy_Sandbox\"><\/span>Google Privacy Sandbox<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google am\u00e2n\u0103 implementarea bloc\u0103rii \u00een Chrome, pentru c\u0103 este \u00een c\u0103utarea unei solu\u021bii care s\u0103 \u00eenlocuiasc\u0103 m\u0103surarea. Pe scurt: <strong>cum s\u0103 continu\u0103m s\u0103 profil\u0103m utilizatorii f\u0103r\u0103 a avea nevoie de date third-party. Una dintre c\u0103ile luate \u00een considerare este Google Privacy Sandbox \u00een Google Chrome.<\/strong> Browserul \u00een sine va continua s\u0103 colecteze date, dar nu le va trimite pe toate c\u0103tre sistemele de publicitate. Le va oferi doar un profil al utilizatorului (de exemplu, c\u0103 \u00eei place Apple iPhone).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Czech_Ad_ID\"><\/span>Czech Ad ID<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen Cehia ia na\u0219tere o cale alternativ\u0103 de a profila utilizatorii chiar \u0219i f\u0103r\u0103 cookie-uri. Seznam \u0219i CPEx au conceput \u0219i lansat \u00eempreun\u0103 proiectul Czech Ad ID, care va permite targetarea f\u0103r\u0103 a fi nevoie de cookie-uri. <strong>Pentru asociere vom folosi, de fapt, adresele de e-mail.<\/strong> <em>Sun\u0103 ca \u00een anii 2000, nu?<\/em> <em>\u0218i cum r\u0103m\u00e2ne cu GDPR?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oricine se va putea al\u0103tura Czech Ad ID, singura condi\u021bie fiind folosirea cript\u0103rii unidirec\u021bionale a e-mailurilor. <strong>E-mailul clientului \u00eel transformi \u00een hash pe partea ta \u0219i \u00eel trimi\u021bi c\u0103tre Czech Ad ID, unde hash-ul se salveaz\u0103 \u00een baza de date, construindu-se treptat profilul clientului, c\u0103tre care se va putea face targetare \u00een cadrul publicit\u0103\u021bii programatice.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La fel ca la celelalte tipuri de m\u0103surare, \u0219i pentru aceasta vei avea nevoie de consim\u021b\u0103m\u00e2ntul pentru prelucrarea datelor \u00een scopuri de marketing (Salut, bar\u0103 de cookie-uri!).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cum_sa_faci_fata_pierderii_de_date_aici_si_acum\"><\/span>Cum s\u0103 faci fa\u021b\u0103 pierderii de date aici \u0219i acum<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Odat\u0103 cu sc\u0103derea cantit\u0103\u021bii de date \u0219i a relevan\u021bei lor, \u00ee\u021bi va sc\u0103dea performan\u021ba reclamelor (cel pu\u021bin conform rapoartelor din sistemele de publicitate) \u0219i nu conteaz\u0103 unde \u0219i cu c\u00e2t faci reclam\u0103. Hai s\u0103 vedem ce po\u021bi face chiar acum pentru salvarea datelor <em>(anali\u0219tii s\u0103 m\u0103 ierte, dar nu, un magazin online obi\u0219nuit sigur nu are \u00eenc\u0103 implementat acest set de instrumente \ud83d\ude43)<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Implementeaza_o_bara_de_cookie-uri_functionala\"><\/span>Implementeaz\u0103 o bar\u0103 de cookie-uri func\u021bional\u0103<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">S\u0103 fim sinceri: tu nu ai o bar\u0103 de cookie-uri func\u021bional\u0103, nici noi nu avem una func\u021bional\u0103&#8230; p\u00e2n\u0103 acum datele au fost prea pre\u021bioase ca s\u0103 renun\u021b\u0103m de bun\u0103voie la ele implement\u00e2nd o bar\u0103 pe care utilizatorii o \u00eenchid f\u0103r\u0103 s\u0103 stea pe g\u00e2nduri.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a568057d2ec6&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a568057d2ec6\" class=\"aligncenter size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/cookies-taste.png\" alt=\"bar\u0103 de cookie-uri func\u021bional\u0103\" class=\"wp-image-58313\" title=\"\"><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>O bar\u0103 de cookie-uri func\u021bional\u0103 \u00eenseamn\u0103 c\u0103 pe site nu pornim nicio m\u0103surare p\u00e2n\u0103 c\u00e2nd utilizatorul nu ne permite explicit acest lucru.<\/strong> Nu m\u0103sur\u0103m nici atunci c\u00e2nd utilizatorul nu ne interzice (adic\u0103 \u00eenchide bara sau o ignor\u0103).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sistemele de publicitate \u00eencep s\u0103 solicite o bar\u0103 func\u021bional\u0103 \u0219i f\u0103r\u0103 ea nu mai po\u021bi face niciun pas.<\/strong> La conferin\u021b\u0103 am auzit chiar c\u00e2teva pove\u0219ti despre cum Google a blocat \u00eentregul cont Ads al unui magazin online pentru c\u0103 nu colecta consim\u021b\u0103minte de la utilizatori.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen cazul implement\u0103rii <em>Google Enhanced Conversions<\/em>, Google \u00ee\u021bi cere direct s\u0103 activezi <em>Google Consent Mode<\/em>, pentru func\u021bionarea c\u0103ruia este nevoie de o bar\u0103 corect implementat\u0103.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1Cum implementezi o bar\u0103 de cookie-uri? \u00cencearc\u0103 instrumentul <a href=\"https:\/\/www.cookiebot.com\" target=\"_blank\" rel=\"noreferrer noopener\">Cookiebot<\/a>. Cost\u0103 maximum 50 USD pe lun\u0103 \u0219i con\u021bine tot ce ai nevoie. Noi \u00eel folosim.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Activeaza_Google_Ads_Enhanced_Conversions\"><\/span>Activeaz\u0103 Google Ads Enhanced Conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 folose\u0219ti o platform\u0103 la cheie (de tip Shopify sau similar), implementarea Google Enhanced Conversions este floare la ureche, e suficient s\u0103 adaugi tokenul \u00een plugin. Ce face acesta?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Magazinul t\u0103u online trimite, \u00een cadrul acestei func\u021bii, date first-party criptate (date despre clien\u021bi, pe care \u021bi le-au oferit la comand\u0103) c\u0103tre Google, iar acesta le compar\u0103 cu alte date \u0219i calculeaz\u0103 eventualele conversii.<\/strong> Rezultatul este a\u0219a-numitul <strong>lift<\/strong>, adic\u0103 exprimarea procentual\u0103 a num\u0103rului suplimentar de conversii pe care Google le-a atribuit reclamelor Google Ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rezultatul este un raportare mai exact\u0103, o mai bun\u0103 atribuire a conversiilor \u0219i o optimizare mai bun\u0103, data-driven, a reclamelor. Folose\u0219te Enhanced Conversions \u00een paralel cu m\u0103surarea obi\u0219nuit\u0103 Google Analytics.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1Cum implementezi Google Enhanced Conversions? De exemplu, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10172785?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">prin GTM<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Activeaza_Google_Consent_Mode\"><\/span>Activeaz\u0103 Google Consent Mode<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Odat\u0103 cu implementarea barei de cookie-uri ar trebui s\u0103 activezi automat \u0219i Google Consent Mode.<\/strong> Este un API deschis de la Google care prime\u0219te informa\u021bii despre consim\u021b\u0103m\u00e2ntul\/refuzul utilizatorilor privind m\u0103surarea. <strong>Poate folosi \u0219i date anonimizate de la persoanele care nu au fost de acord cu m\u0103surarea.<\/strong> Pe acestea nu le vei vedea \u00een Google Analytics, dar Google le folose\u0219te pentru modelarea \u0219i calcularea suplimentar\u0103 a datelor.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1Cum implementezi Google Consent Mode? \u00ce\u021bi recomand <a href=\"https:\/\/blog.h1.cz\/aktualne\/google-consent-mode-aneb-rezim-souhlasu-s-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>seria de articole<\/strong><\/a> de la H1.cz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Implementeaza_Facebook_Conversion_API\"><\/span>Implementeaz\u0103 Facebook Conversion API<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 faci reclam\u0103 pe Facebook, folose\u0219te-le Conversion API. Este o func\u021bie similar\u0103 cu Google Enhanced Conversions. Trimi\u021bi informa\u021bii despre comenzi pe o cale alternativ\u0103 c\u0103tre Facebook, f\u0103r\u0103 a depinde de set\u0103rile browserului. Datorit\u0103 acestui lucru, Facebook atribuie \u0219i calculeaz\u0103 mai bine conversiile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAPI este g\u00e2ndit ca un complement al Meta Pixel, a\u0219a c\u0103 ideal este s\u0103 trimi\u021bi datele \u00een ambele moduri.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1 Cum implementezi Facebook Conversion API? Cite\u0219te articolul de pe <strong><a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-conversions-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">cernovsky.cz<\/a><\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Masoara_Consent_Rate\"><\/span>M\u0103soar\u0103 Consent Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dup\u0103 implementarea barei de cookie-uri nu ai terminat. Trebuie s\u0103 m\u0103sori num\u0103rul de consim\u021b\u0103minte, num\u0103rul de refuzuri \u0219i num\u0103rul de persoane care intr\u0103 \u00een zona gri (nu-\u0219i exprim\u0103 nici acordul, nici refuzul). Toate acestea la un loc formeaz\u0103 Consent Rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Compari num\u0103rul de afi\u0219\u0103ri de pagin\u0103 cu consim\u021b\u0103m\u00e2nt \u0219i \u00eel \u00eempar\u021bi la num\u0103rul total de afi\u0219\u0103ri de pagin\u0103. <strong>Astfel afli c\u00e2te date pierzi de fapt \u00een analitic\u0103.<\/strong><\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1<strong>Cum implementezi m\u0103surarea Consent Rate?<\/strong> \u00ce\u021bi vor ajuta cei de la <strong><a href=\"https:\/\/taste.cz\" target=\"_blank\" rel=\"noreferrer noopener\">Taste<\/a><\/strong>, care au deja preg\u0103tit un instrument cu acela\u0219i nume.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Incepe_sa_folosesti_Google_Analytics_4\"><\/span>\u00cencepe s\u0103 folose\u0219ti Google Analytics 4<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Da! Implementeaz\u0103 m\u0103surarea Google Analytics 4 (GA4) \u0219i f\u0103-o c\u00e2t mai repede. Po\u021bi folosi Universal Analytics (Analytics actual de la Google) \u0219i GA4 \u00een paralel, dar \u00eenva\u021b\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Din iulie 2023, UA se \u00eencheie \u0219i vei fi nevoit s\u0103 folose\u0219ti GA4. GA4 abordeaz\u0103 m\u0103surarea \u00eentr-un mod destul de diferit \u0219i, la prima vedere, s-ar putea s\u0103 ai impresia c\u0103 nu g\u0103se\u0219ti informa\u021biile pe care le vizualizezi de obicei \u00een UA. Par\u021bial e adev\u0103rat. <strong>Unele date pe care le vezi \u00een UA nu vor mai putea fi m\u0103surate \u00een viitor, iar GA4 nici nu le ia \u00een calcul.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00cen schimb, GA4 se bazeaz\u0103 pe faptul c\u0103 \u00eei trimi\u021bi date incomplete.<\/strong> Cu ajutorul algoritmilor, GA4 modeleaz\u0103 automat datele \u0219i le calculeaz\u0103 pe cele lips\u0103. Dup\u0103 implementarea barei de cookie-uri vei avea \u00een GA4 date de calitate mai bun\u0103 dec\u00e2t \u00een UA.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1 <strong>Cum s\u0103 \u00eencepi cu Google Analytics 4?<\/strong> Ideal ar fi s\u0103 te \u00eenscrii la un curs. Cel mai bine e <strong><a href=\"https:\/\/academy.taste.cz\/google-analytics-4-masterclass\" target=\"_blank\" rel=\"noreferrer noopener\">s\u0103 mergi la un masterclass<\/a><\/strong> \u021binut de guru-ul ceh Jan Tich\u00fd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Implementeaza_Server_Side_Google_Tag_Manager\"><\/span>Implementeaz\u0103 Server Side Google Tag Manager<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Aceast\u0103 op\u021biune este mai degrab\u0103 pentru cei care au magazine online pe solu\u021bii proprii \u0219i pot interveni pe servere. Folosind Server Side GTM, teoretic nu pierzi date din cauza imposibilit\u0103\u021bii de a folosi cookie-uri, pentru c\u0103 m\u0103sori totul pe partea de server \u0219i nu depinzi de set\u0103rile browserului.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Colectarea datelor pe partea de server te va ajuta la modelare, pentru c\u0103 le po\u021bi compara cu datele m\u0103surate prin codurile de m\u0103surare din Google Analytics.<\/strong> Nu uita \u00eens\u0103 c\u0103 \u0219i pentru m\u0103surarea server-side ai nevoie de consim\u021b\u0103m\u00e2ntul utilizatorului, indiferent dac\u0103 trimi\u021bi sau nu datele undeva.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fa_inscrierea_mai_atractiva\"><\/span>F\u0103 \u00eenscrierea mai atractiv\u0103<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Datele pe care le colectezi singur despre clien\u021bi \u00een sistemul t\u0103u CRM vor deveni tot mai pre\u021bioase \u0219i va fi nevoie s\u0103 le trimi\u021bi c\u0103tre sistemele de publicitate (Czech Ad ID). Sarcina ta este deci s\u0103 g\u0103se\u0219ti modalit\u0103\u021bi prin care s\u0103-i convingi pe utilizatori s\u0103-\u021bi lase datele de contact (e-mail sau telefon). <strong>Vrei ca pe site-ul t\u0103u s\u0103 se \u00eenscrie c\u00e2t mai multe persoane.<\/strong> Cum faci asta? C\u00e2teva idei:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>co\u0219 de cump\u0103r\u0103turi sincronizat \u00eentre dispozitive<\/li>\n\n\n\n<li>salvarea m\u0103rimilor la magazinele online de mod\u0103<\/li>\n\n\n\n<li>sec\u021biuni pentru membri cu con\u021binut sau oferte interesante<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CRM_in_era_fara_cookie-uri\"><\/span>CRM \u00een era f\u0103r\u0103 cookie-uri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Datele despre clien\u021bi au fost mereu importante, dar problemele cu m\u0103surarea (\u0219i cre\u0219terea costurilor de publicitate care le \u00eenso\u021be\u0219te) \u00eei oblig\u0103 pe marketeri s\u0103 se dedice \u0219i metodelor \u201emai pu\u021bin atractive&#8221; de comunicare \u2013 \u00een primul r\u00e2nd lucrului cu baza de date a clien\u021bilor. <strong>Spune-mi, c\u00e2nd ai sunat ultima dat\u0103 un client ca s\u0103-i mul\u021bume\u0219ti pentru comand\u0103?<\/strong><\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background wp-block-paragraph\">\ud83d\udca1Ce este CRM (= Customer Relationship Management)? CRM este orice instrument \u00een care colectezi date despre clien\u021bi. Poate fi Excel, platforma de magazin online, un instrument de mailing&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CRM-ul t\u0103u este o comoar\u0103 de informa\u021bii care a\u0219teapt\u0103 s\u0103 fie valorificat\u0103. Dac\u0103 \u00ee\u021bi conectezi corect datele, po\u021bi afla \u0219i f\u0103r\u0103 cookie-uri:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Care canale \u00ee\u021bi aduc clien\u021bi noi<\/li>\n\n\n\n<li>Ce i-a determinat pe clien\u021bi s\u0103 se \u00eenregistreze la tine<\/li>\n\n\n\n<li>Cine sunt clien\u021bii t\u0103i fideli<\/li>\n\n\n\n<li>De ce pleac\u0103 clien\u021bii \u0219i ce s\u0103 le oferi<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen cadrul CRM po\u021bi face segmentare (dup\u0103 produsele cump\u0103rate, frecven\u021ba cump\u0103r\u0103turilor, valoarea comenzilor etc.) \u0219i din aceste segmente po\u021bi crea audien\u021be c\u0103tre care po\u021bi lansa campanii targetate (reclam\u0103 display, e-mail marketing, apeluri telefonice etc.).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00ce\u021bi recomand s\u0103 \u00eencepi cu un audit al mailingului t\u0103u, care la majoritatea magazinelor online \u00eel consider <strong>low-hanging fruit<\/strong>, adic\u0103 o ocazie de a c\u00e2\u0219tiga mai mul\u021bi bani cu pu\u021bin efort.<\/li>\n\n\n\n<li><strong>Pentru evaluarea campaniei de mailing nu trebuie s\u0103 te bazezi pe m\u0103surarea web<\/strong> \u2013 folosirea cupoanelor de reducere o po\u021bi m\u0103sura sigur \u00een baza ta de date CRM.<\/li>\n\n\n\n<li>Ai o campanie de reactivare \u00een mailing, dar oamenii nu deschid e-mailurile? Folose\u0219te acest segment, export\u0103 datele \u00een Facebook\/Google \u0219i \u00eencearc\u0103 s\u0103 le trimi\u021bi acela\u0219i mesaj prin reclam\u0103 pl\u0103tit\u0103.<\/li>\n\n\n\n<li>Dedic\u0103-te clien\u021bilor t\u0103i TOP \u2013 le po\u021bi suna personal de ziua de na\u0219tere \u0219i \u00eei po\u021bi \u00eentreba ce i-ar bucura.<\/li>\n\n\n\n<li>Po\u021bi suna clien\u021bii care nu au mai cump\u0103rat de la tine de un an \u2013 f\u0103r\u0103 s\u0103 vinzi, doar ca s\u0103-i \u00eentrebi de ce nu mai cump\u0103r\u0103.<\/li>\n\n\n\n<li>Seteaz\u0103-\u021bi, de exemplu, o automatizare de e-mail (sau sun\u0103) pentru clien\u021bii care au comandat produse scumpe, dar comanda zace la punctul de ridicare \u0219i exist\u0103 riscul s\u0103 \u021bi se \u00eentoarc\u0103.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a568057d48a9&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a568057d48a9\" class=\"aligncenter size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/appeltauer-mailing.png\" alt=\"CRM \u00een era f\u0103r\u0103 cookie-uri exemplu mailing\" class=\"wp-image-58315\" title=\"\"><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Noteaza_si_masoara_toate_sursele_de_clienti_abonati\"><\/span>Noteaz\u0103 \u0219i m\u0103soar\u0103 toate sursele de clien\u021bi \/ abona\u021bi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cel mai probabil vei fi surprins de num\u0103rul de modalit\u0103\u021bi prin care \u00ee\u021bi apar clien\u021bi sau contacte \u00een baza de date. Noteaz\u0103-\u021bi toate sursele, uit\u0103-te la ele \u0219i, dac\u0103 e cazul, optimizeaz\u0103-le (adaug\u0103 recompense etc.). De unde ajung de obicei clien\u021bii \u00een sistem:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La vizitarea site-ului<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>abonarea la newsletter din footer<\/li>\n\n\n\n<li>abonarea la newsletter din pop-up<\/li>\n\n\n\n<li>abonarea la newsletter dintr-o ac\u021biune cu reduceri<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La cump\u0103rare \u00een co\u0219<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>cump\u0103rare f\u0103r\u0103 \u00eenregistrare, dar cu abonare la newsletter<\/li>\n\n\n\n<li>\u00eenregistrare la cump\u0103rare<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Din campanii<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>abonarea la newsletter dintr-o campanie pe FB<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Offline<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00eenregistrare \u00een magazin<\/li>\n\n\n\n<li>\u00eenscrierea \u00eentr-un concurs offline la un t\u00e2rg<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Modalit\u0103\u021bile de \u00eenregistrare sunt mult mai multe, dar cu fiecare surs\u0103 vei lucra diferit. Ulterior, afl\u0103 cum lucrezi cu fiecare grup \u00een parte \u0219i dac\u0103 se poate \u00eembun\u0103t\u0103\u021bi ceva. De exemplu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>marchezi \u00een baza de date din ce surs\u0103 a venit contactul?<\/li>\n\n\n\n<li>ce newslettere le sosesc?<\/li>\n\n\n\n<li>ce campanii de onboarding ruleaz\u0103 pentru ei?<\/li>\n\n\n\n<li>au un funnel de v\u00e2nzare propriu?<\/li>\n\n\n\n<li>ce vrei s\u0103 faci mai departe cu ei?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Aduna_toate_datele_intr-un_singur_loc\"><\/span><strong>Adun\u0103 toate datele \u00eentr-un singur loc<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Alege-\u021bi un sistem \u00een care s\u0103 aduni datele. Eu folosesc pentru asta, de exemplu, <a href=\"https:\/\/loudavymkrokem.cz\/ecomail-recenze\/\">Ecomail<\/a>. Ce \u0219tii despre clien\u021bi \u0219i po\u021bi folosi \u00een campanii? De exemplu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sexul<\/li>\n\n\n\n<li>numele<\/li>\n\n\n\n<li>e-mailul<\/li>\n\n\n\n<li>telefonul<\/li>\n\n\n\n<li>onomastica, ziua de na\u0219tere<\/li>\n\n\n\n<li>data \u00eenregistr\u0103rii<\/li>\n\n\n\n<li>sursa \u00eenregistr\u0103rii<\/li>\n\n\n\n<li>motivul \u00eenregistr\u0103rii<\/li>\n\n\n\n<li>categoriile cump\u0103rate<\/li>\n\n\n\n<li>produsele cump\u0103rate<\/li>\n\n\n\n<li>frecven\u021ba cump\u0103r\u0103turilor<\/li>\n\n\n\n<li>valoarea cump\u0103r\u0103turilor<\/li>\n\n\n\n<li>reac\u021bia la e-mail etc.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0218i apoi experimenteaz\u0103. \u263a\ufe0f<\/strong> Posibilit\u0103\u021bile de utilizare a bazei de date sunt aproape nelimitate. O mul\u021bime de sfaturi g\u0103se\u0219ti \u00een <a href=\"https:\/\/loudavymkrokem.cz\/ecomail-recenze\/\"><strong>recenzia noastr\u0103 despre Ecomail<\/strong><\/a> \u0219i \u00een articolul cu <a href=\"https:\/\/loudavymkrokem.cz\/18-tipu-jak-na-email-marketing\/\"><strong>18 sfaturi concrete pentru campanii de e-mail<\/strong><\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La conferin\u021b\u0103 s-au spus mult mai multe, iar pentru cei interesa\u021bi ata\u0219ez lista tuturor prezent\u0103rilor disponibile pentru desc\u0103rcare. Nu uita s\u0103 te <a href=\"https:\/\/www.datarestart.cz\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>\u00eenscrii la edi\u021bia urm\u0103toare<\/strong><\/a> \ud83d\ude09<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prezentarile_de_la_conferinta\"><\/span>Prezent\u0103rile de la conferin\u021b\u0103<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jan Tich\u00fd:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-jan-tichy-analytika-je-mrtva-at-zije-analytika\" target=\"_blank\" rel=\"noopener\">Keynote: Analitica e moart\u0103. Tr\u0103iasc\u0103 analitica!<\/a><\/li>\n\n\n\n<li>Pavel Ja\u0161ek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-pavel-jasek-jak-se-ridi-vykonnostni-marketing-s-nedokonalymi-daty\" target=\"_blank\" rel=\"noreferrer noopener\">Cum se gestioneaz\u0103 marketingul de performan\u021b\u0103 cu date imperfecte<\/a><\/li>\n\n\n\n<li>Dominik Kosorin \u0219i Luk\u00e1\u0161 \u0160mol:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-dominik-kosorin-lukas-smol-czech-ad-id\" target=\"_blank\" rel=\"noreferrer noopener\">Czech Ad ID<\/a><\/li>\n\n\n\n<li>Radek Kupr:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-radek-kupr-consent-rate\" target=\"_blank\" rel=\"noopener\">Consent Rate sau cum am rezolvat sc\u0103derea datelor<\/a><\/li>\n\n\n\n<li>Marina Mchedlishvili:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-marina-mchedlishvili-how-to-build-a-strong-data-strategy-in-a-post-cookie-era\" target=\"_blank\" rel=\"noreferrer noopener\">How to build strong data strategies in a post-cookie era<\/a><\/li>\n\n\n\n<li>Tom\u00e1\u0161 Bouma:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-tomas-bouma-data-mesh-a-personalizacni-use-case-v-realite\" target=\"_blank\" rel=\"noreferrer noopener\">Data Mesh \u0219i un use-case de personalizare \u00een realitate<\/a><\/li>\n\n\n\n<li>Hana Barto\u0148kov\u00e1 \u0219i Vojt\u011bch \u0158\u00edha:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-hana-bartonkova-vojtech-riha-kolik-mi-vydela-jeden-clanek-aneb-jak-propojit-webovou-analytiku-s-inzerci\" target=\"_blank\" rel=\"noreferrer noopener\">C\u00e2t \u00eemi aduce un articol? sau cum s\u0103 conectezi analitica web cu publicitatea<\/a><\/li>\n\n\n\n<li>Linda Appeltauer:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-linda-appeltauer-crm-ve-svete-bez-cookies-prilezitosti-a-uskali\" target=\"_blank\" rel=\"noreferrer noopener\">CRM \u00een lumea f\u0103r\u0103 cookie-uri: oportunit\u0103\u021bi \u0219i capcane<\/a><\/li>\n\n\n\n<li>Roman Appeltauer:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-roman-appeltauer-aktivace-first-party-dat-pomoci-sgtm\" target=\"_blank\" rel=\"noreferrer noopener\">Activarea datelor first-party cu ajutorul SGTM<\/a><\/li>\n\n\n\n<li>Michal Schejbal:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-michal-schejbal-predavani-udaju-mimo-eu\" target=\"_blank\" rel=\"noreferrer noopener\">Problematica transferului de date c\u0103tre \u021b\u0103ri ter\u021be din afara UE<\/a><\/li>\n\n\n\n<li>David Vor\u00e1\u010dek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-david-voracek-priprava-medialniho-domu-na-dobu-po-konci-cookies-tretich-stran\" target=\"_blank\" rel=\"noreferrer noopener\">Preg\u0103tirea unui publisher media pentru epoca de dup\u0103 cookie-urile ter\u021b\u0103 parte<\/a><\/li>\n\n\n\n<li>David Janou\u0161ek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-david-janousek-jak-na-vykonnostni-kampane-v-obdobi-cookie-apokalypsy\" target=\"_blank\" rel=\"noreferrer noopener\">Cum s\u0103 faci campanii de performan\u021b\u0103 \u00een perioada apocalipsei cookie-urilor<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rezumate_de_la_cunoscuti_si_agentii\"><\/span>Rezumate de la cunoscu\u021bi \u0219i agen\u021bii<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.digiamo.cz\/blog\/data-restart-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rezumatul Data Restart de la Digiamo<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u2705 Lumea marketingului \u00ee\u0219i pierde datele \u2013 cum vor face fa\u021b\u0103 magazinele online? \u2705 Prezentarea instrumentelor care te ajut\u0103 imediat<\/p>\n","protected":false},"author":2,"featured_media":62023,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","rank_math_title":"Apocalipsa datelor: cum faci fa\u021b\u0103 pierderii de date","rank_math_description":"Apocalipsa datelor love\u0219te marketingul online. Descoper\u0103 instrumentele \u0219i strategiile care te ajut\u0103 s\u0103 faci fa\u021b\u0103 pierderii de date \u00een magazinul t\u0103u. Cite\u0219te acum!","rank_math_focus_keyword":"date apocalips\u0103","rank_math_seo_score":""},"categories":[2049],"tags":[],"class_list":["post-312165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-ro"],"acf":[],"featured_image_src":"https:\/\/loudavymkrokem.cz\/wp-content\/uploads\/2022\/11\/data-restart.png","author_info":{"display_name":"Luk\u00e1\u0161 Kone\u010dn\u00fd","author_link":"https:\/\/loudavymkrokem.cz\/ro\/author\/lukas-konecny\/"},"_links":{"self":[{"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/posts\/312165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/comments?post=312165"}],"version-history":[{"count":1,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/posts\/312165\/revisions"}],"predecessor-version":[{"id":312170,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/posts\/312165\/revisions\/312170"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/media\/62023"}],"wp:attachment":[{"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/media?parent=312165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/categories?post=312165"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/ro\/wp-json\/wp\/v2\/tags?post=312165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}