{"id":993,"date":"2018-10-03T00:00:00","date_gmt":"2018-10-02T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/10\/03\/kaj-pa-pri-vas-pocnete-s-podatki\/"},"modified":"2023-04-28T09:07:52","modified_gmt":"2023-04-28T07:07:52","slug":"kaj-pa-pri-vas-pocnete-s-podatki","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kaj-pa-pri-vas-pocnete-s-podatki\/","title":{"rendered":"Kaj pa pri vas po\u010dnete s podatki?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u010ce kdaj, potem je bila leto\u0161nja pomlad gotovo \u010das, ko smo se \u0161e ve\u010d kot obi\u010dajno pogovarjali o <strong>podatkih<\/strong>. <a href=\"https:\/\/www.ip-rs.si\/zakonodaja\/reforma-evropskega-zakonodajnega-okvira-za-varstvo-osebnih-podatkov\/najpogostejsa-vprasanja-in-odgovori\/\">Uredba GDPR<\/a> je podjetja prisilila, da so razmislili,\u00a0<strong>kak\u0161ne podatke o svojih kupcih in potencialnih kupcih sploh imajo in kaj z njimi po\u010dnejo<\/strong>. Takrat je marsikdo ugotovil, kako malo pravzaprav ve o tem, kateri podatki se v podjetju zbirajo, \u0161e manj pa o tem, kaj z njimi delajo. <\/span><br \/>\n<span style=\"font-weight: 400;\">Ravno to zadnje je najve\u010dji problem. <strong>Kaj podjetja s podatki sploh po\u010dnejo<\/strong>? Vsi, ki se ukvarjamo z marketingom, vemo, kako pomembni so podatki za na\u0161e delo. Ampak vemo tudi, da bi morali bolj zdravo jesti ali pa se ve\u010d gibati. Zgolj zavedanje ne pomaga k bolj zdravemu \u017eivljenjskemu slogu. Enako je s podatki v marketingu. Vsi se o njih pogovarjamo, realna slika pa je tak\u0161na, da v ve\u010dini podjetji ne vedo niti tega, zakaj kupci kupujejo pri njih. Zakaj ne vedo? Ker jih ne vpra\u0161ajo. \u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Se podatkov bojimo?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Z zagotovostjo si upam trditi, da se <strong>marsikateri marketinga\u0161 podatkov pravzaprav boji<\/strong>. Ampak to samo zato, ker si na kro\u017enik nalagamo ve\u010d, kot smo sposobni pojesti. Zavedanje o vsem, kar bi s podatki lahko po\u010deli, kak\u0161ne vse podatke in na kak\u0161ne na\u010dine bi jih lahko zbirali, marsikoga ohromi, da raje ne naredi ni\u010d, ker bi mu to vzelo preve\u010d \u010dasa, ki ga zaradi vseh ostalih dnevnih nalog nima. <\/span><span style=\"font-weight: 400;\">\u0160olski primer ogromnega koli\u010dine podatkov je recimo Googlova analitika. <strong>Ve\u010dina ljudi se z njo sploh ne ukvarja, ker je tam preprosto preve\u010d vsega.<\/strong> Vsekakor tam ne deluje pristop \u201cgrem malo pogledat\u201d, ker se izgubimo. Preden se raziskovanja analitike lotimo, moramo vedeti, kaj \u017eelimo izvedeti.<\/span><\/p>\n<p><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/lead-generation-vodic\/\"><img decoding=\"async\" class=\"aligncenter wp-image-1629 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1.jpg\" alt=\"Lead generation vodi\u010d banner 2\" width=\"1500\" height=\"500\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Podatki so na\u0161 prijatelj<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brez podatkov <strong>tavamo v temi<\/strong>. Razvijamo produkte ali storitve za katere se nam zdi, da si jih potro\u0161niki \u017eelijo. Te iste produkte ogla\u0161ujemo na na\u010din, ki se nam zdi najbolj primeren za ljudi, ki jih dojemamo kot na\u0161o ciljno skupino. Glagol \u2018zdeti se\u2019 sem namerno uporabil ve\u010dkrat, da bi poudaril nevednost. <strong>Vem, da vas ni treba prepri\u010devati, kako pomembni v resnici so podatki za marketing in celotno strategijo podjetja. Rad pa bi vas prepri\u010dal, da ni tako zapleteno, kot se vam mogo\u010de zdi.<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Mali koraki, velike zmage<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Bi radi za\u010deli te\u010di? Tega se ne lotite tako, da boste naslednji dan pretekli polovi\u010dni maraton, pa\u010d pa si boste za\u010drtali pot. Jutri te\u010dem 10 minut z vmesnimi minutnimi intervali hoje. In tako naprej.<\/span><span style=\"font-weight: 400;\">Bi radi za\u010deli zbirati in uporabljati podatke? Odli\u010dno. To je \u017ee prvi korak. Podatke lahko zbiramo tako, da zajamemo vse, kar nam prekri\u017ea pot. A mislim, da sem vas v zadnjih nekaj vrsticah prepri\u010dal, da to ni pravi na\u010din. <strong>Zbiranja podatkov se je treba lotiti sistemati\u010dno. Naredite na\u010drt. Preglejte podatke, ki jih v podjetju \u017ee imate, razmislite, kaj vas resni\u010dno zanima in kako relevantni so podatki, ki jih imate.<\/strong> Ugotovite, kaj vam manjka in kako to najla\u017eje pridobiti. Za\u010dnite naprimer s tremi vpra\u0161anji, ki jih boste od jutri dalje zastavljali vsem svojim strankam. \u010ce \u0161e niste, vklopite vsaj osnovno Google analitiko in se odlo\u010dite, katerih nekaj podatkov boste spremljali naslednji mesec in kaj vam bodo ti podatki povedali o va\u0161ih kupcih in o va\u0161ih produktih. Po enem mesecu se usedite, preglejte podatke in iz njih ustvarite uporabne informacije.<\/span><span style=\"font-weight: 400;\">Danes so nam na voljo <strong>neobvladljive koli\u010dine podatkov.<\/strong> Pomislite, koliko podatkov posameznik ustvari v enem dnevu na svojem mobilnem telefonu. Od tega kje se giblje, katere aplikacije uporablja, kako dolgo se na njih zadr\u017euje, katere spletne strani obi\u0161\u010de in kaj, \u010de sploh, preko telefona nakupuje. Pa je vsak od teh podatkov za nas tudi uporabna informacija? Mogo\u010de. <strong>Ampak za to je pomembna strategija zbiranja in uporabe. \u0160ele ko bomo na\u010drtovali, kateri podatki so za nas pomembni, kako jih bomo obdelali, da bodo postali uporabne informacije in kaj bomo z njimi nato po\u010deli, bodo podatki postali na\u0161 najbolj\u0161i prijatelj.<\/strong> Do takrat pa bodo ostali le \u0161e ena od nalog, za katero vemo, da bi se je morali lotiti, pa ne najdemo \u010dasa oziroma motivacije. \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Podatki so lahko va\u0161 najbolj\u0161i prijatelj pri izvedbi u\u010dinkovitega marketinga. Zato jim \u017eelite pristopiti premi\u0161ljeno in strate\u0161ko. V \u010dlanku preverite nasvete, kaj morate narediti, da lahko maksimalno izkoristite podatke, ki so vam na voljo, in kako smotrno zbirati nove podatke.<\/p>\n","protected":false},"author":14,"featured_media":1304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kaj pa pri vas po\u010dnete s podatki?<\/title>\n<meta name=\"description\" content=\"\u0160tevilna podjetja ne vedo, katere podatke zbirajo, \u0161e manj pa, kaj naj z njimi po\u010dnejo. 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