{"id":3216,"date":"2022-08-13T09:08:27","date_gmt":"2022-08-13T02:08:27","guid":{"rendered":"https:\/\/bellbell24vietnam.vn\/?p=3216"},"modified":"2024-09-25T10:31:54","modified_gmt":"2024-09-25T03:31:54","slug":"zero-party-data","status":"publish","type":"post","link":"https:\/\/bell24vietnam.vn\/en\/knowledge\/zero-party-data\/","title":{"rendered":"Zero-party Data – D\u1eef li\u1ec7u v\u00e0ng c\u1ee7a Marketer th\u1eddi \u0111\u1ea1i s\u1ed1\u00a0"},"content":{"rendered":"

B\u00ean c\u1ea1nh First-party data v\u00e0 Third-party data th\u00ec Zero-party Data l\u00e0 kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng r\u00e3i t\u1eeb n\u0103m 2020 v\u00e0 \u0111\u01b0\u1ee3c nhi\u1ec1u chuy\u00ean gia ghi nh\u1eadn vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch marketing v\u00e0 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng mang t\u00ednh c\u00e1 nh\u00e2n h\u00f3a\u00a0<\/span><\/p>\n

1. Ki\u1ebfn th\u1ee9c c\u01a1 b\u1ea3n v\u1ec1 Zero-party data<\/span><\/h2>\n

1.1 Zero-party data l\u00e0 g\u00ec?\u00a0<\/span><\/h3>\n

Zero-party data l\u00e0 nh\u1eefng th\u00f4ng tin, d\u1eef li\u1ec7u m\u00e0 kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ed9ng chia s\u1ebb, bao g\u1ed3m t\u1ea5t c\u1ea3 nh\u1eefng th\u00f4ng tin \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n v\u00e0 ti\u1ebfp c\u1eadn KH nh\u01b0 s\u1edf th\u00edch, h\u00e0nh vi, mong mu\u1ed1n, \u00fd \u0111\u1ecbnh mua h\u00e0ng.v.v. <\/span>Zero-party data cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng t\u1ef1 n\u00eau ra mong mu\u1ed1n c\u1ee7a b\u1ea3n th\u00e2n, \u0111\u1ed5i l\u1ea1i l\u00e0 nh\u1eefng th\u00f4ng tin ph\u00f9 h\u1ee3p t\u1eeb ph\u00eda doanh nghi\u1ec7p, ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u00e1 nh\u00e2n h\u00f3a c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n

Doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu th\u1eadp Zero-party data th\u00f4ng qua nhi\u1ec1u h\u00ecnh th\u1ee9c kh\u00e1c nhau:\u00a0<\/span><\/p>\n

– \u0110\u01b0a ra c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t nhanh d\u1ef1a tr\u00ean nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n

V\u00ed d\u1ee5: Khi kh\u00e1ch h\u00e0ng truy c\u1eadp website ng\u00e2n h\u00e0ng BDC, tr\u00ean trang ch\u1ee7 s\u1ebd hi\u1ec3u th\u1ecb c\u00e2u h\u1ecfi duy nh\u1ea5t “M\u1ee5c ti\u00eau c\u1ee7a qu\u00fd v\u1ecb l\u00e0 g\u00ec?”<\/span><\/p>\n

\"\"<\/p>\n

Khi ng\u01b0\u1eddi d\u00f9ng ch\u1ecdn m\u1ed9t trong c\u00e1c m\u1ee5c \u0111\u01b0a ra (qu\u1ea3n l\u00fd d\u00f2ng ti\u1ec1n; t\u00ecm ki\u1ebfm kho\u1ea3n vay ph\u00f9 h\u1ee3p; ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng m\u1edbi), l\u1eadp t\u1ee9c c\u00e1c trang v\u00e0 n\u1ed9i dung ti\u1ebfp theo s\u1ebd \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb kh\u1edbp v\u1edbi l\u1ef1a ch\u1ecdn tr\u01b0\u1edbc \u0111\u00f3. Sau n\u00e0y khi quay l\u1ea1i website, ng\u01b0\u1eddi d\u00f9ng s\u1ebd ti\u1ebfp t\u1ee5c \u0111\u01b0\u1ee3c \u01b0u ti\u00ean hi\u1ec3n th\u1ecb c\u00e1c n\u1ed9i dung t\u01b0\u01a1ng \u1ee9ng v\u1edbi l\u1ea7n vi\u1ebfng th\u0103m tr\u01b0\u1edbc, cho \u0111\u1ebfn khi thay \u0111\u1ed5i m\u1ee5c ti\u00eau ho\u1ea1t \u0111\u1ed9ng.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

– Thu th\u1eadp th\u00f4ng tin c\u00f3 t\u00ednh c\u00e1 nh\u00e2n h\u00f3a trong qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c gi\u1eefa Agent v\u00e0 kh\u00e1ch h\u00e0ng tr\u00ean n\u1ec1n t\u1ea3ng CRM \u0111i\u1ec7n t\u1eed\u00a0\u00a0<\/span><\/p>\n

– Tri\u1ec3n khai chi\u1ebfn d\u1ecbch kh\u1ea3o s\u00e1t chuy\u00ean bi\u1ec7t t\u1edbi \u0111\u1ea1i di\u1ec7n c\u00e1c t\u1ec7p kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau (Advocate focus group)\u00a0<\/span><\/p>\n

1.2 Zero-party data v\u00e0 First-party data, second party data c\u00f3 g\u00ec kh\u00e1c bi\u1ec7t\u00a0<\/span><\/h3>\n

N\u00f3 cung c\u1ea5p cho c\u00e1c c\u00f4ng ty c\u00e1i nh\u00ecn s\u00e2u s\u1eafc h\u01a1n v\u1ec1 nhu c\u1ea7u, s\u1edf th\u00edch v\u00e0 \u00fd \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng \u2013 kh\u00f4ng gi\u1ed1ng nh\u01b0 d\u1eef li\u1ec7u c\u1ee7a b\u00ean th\u1ee9 nh\u1ea5t khi ch\u1ec9 c\u00f3 th\u1ec3 l\u1ea5y insights t\u1eeb nh\u1eefng th\u1ee9 l\u1ecbch s\u1eed mua h\u00e0ng hay c\u00e1c th\u00f4ng tin c\u01a1 b\u1ea3n nh\u01b0 ng\u00e0y sinh.<\/span><\/p>\n

 <\/p>\n\n\n\n\n\n\n\n\n\n
First-party Data<\/span><\/td>\nSecond-party Data<\/span><\/td>\nThird-party Data<\/span><\/td>\nZero-party data<\/span><\/td>\n<\/tr>\n
Thu th\u1eadp tr\u1ef1c ti\u1ebfp nh\u1edd t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<\/span><\/td>\nThu th\u1eadp gi\u00e1n ti\u1ebfp<\/span><\/td>\nThu th\u1eadp gi\u00e1n ti\u1ebfp<\/span><\/td>\nThu th\u1eadp tr\u1ef1c ti\u1ebfp nh\u1edd t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<\/span><\/td>\n<\/tr>\n
\u0110\u01b0\u1ee3c thu th\u1eadp d\u01b0\u1edbi s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/td>\n\u0110\u01b0\u1ee3c thu th\u1eadp d\u01b0\u1edbi s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/td>\nKH kh\u00f4ng bi\u1ebft r\u1eb1ng d\u1eef li\u1ec7u c\u1ee7a h\u1ecd b\u1ecb s\u1eed d\u1ee5ng (Ph\u1ee5 thu\u1ed9c v\u00e0o nh\u00e0 cung c\u1ea5p)<\/span><\/td>\n\u0110\u01b0\u1ee3c thu th\u1eadp d\u01b0\u1edbi s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/td>\n<\/tr>\n
D\u1eef li\u1ec7u c\u00e1 nh\u00e2n h\u00f3a<\/span><\/td>\nD\u1eef li\u1ec7u c\u00e1 nh\u00e2n h\u00f3a<\/span><\/td>\nD\u1eef li\u1ec7u t\u1ed5ng h\u1ee3p<\/span><\/td>\nD\u1eef li\u1ec7u c\u00e1 nh\u00e2n h\u00f3a<\/span><\/td>\n<\/tr>\n
\u0110\u1ed9 ch\u00ednh x\u00e1c v\u00e0 tin c\u1eady cao<\/span><\/td>\n\u0110\u1ed9 ch\u00ednh x\u00e1c v\u00e0 tin c\u1eady cao<\/span><\/td>\n\u0110\u1ed9 ch\u00ednh x\u00e1c v\u00e0 tin c\u1eady th\u1ea5p<\/span><\/td>\n\u0110\u1ed9 ch\u00ednh x\u00e1c v\u00e0 tin c\u1eady cao<\/span><\/td>\n<\/tr>\n
Kh\u00f4ng \u0111\u01b0\u1ee3c chia s\u1ebb<\/span><\/td>\n\u0110\u01b0\u1ee3c chia s\u1ebb b\u1edfi nh\u1eefng b\u00ean h\u1ecd th\u1ef1c s\u1ef1 tin t\u01b0\u1edfng\u00a0<\/span><\/td>\n\u0110\u01b0\u1ee3c chia s\u1ebb v\u1edbi m\u1ed9t s\u1ed1 doanh nghi\u1ec7p<\/span><\/td>\nKh\u00f4ng \u0111\u01b0\u1ee3c chia s\u1ebb<\/span><\/td>\n<\/tr>\n
V\u00ed d\u1ee5: Email kh\u00e1ch h\u00e0ng, s\u1ed1 \u0111i\u1ec7n tho\u1ea1i, l\u1ecbch s\u1eed t\u01b0\u01a1ng t\u00e1c, l\u1ecbch s\u1eed support, c\u00e1c th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd y\u00eau th\u00edch.v.v<\/span><\/td>\nV\u00ed d\u1ee5: C\u00e1c t\u01b0\u01a1ng t\u00e1c tr\u00ean website\/social media, c\u1ea3m ngh\u0129\/feedback s\u1ea3n ph\u1ea9m, kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng\u00a0<\/span><\/td>\nV\u00ed d\u1ee5: Thu nh\u1eadp, \u0111\u1ed9 tu\u1ed5i, h\u1ecdc v\u1ea5n, c\u00e1c website \u0111\u00e3 gh\u00e9 th\u0103m, ph\u1ea3n h\u1ed3i v\u1ec1 kh\u1ea3o s\u00e1t.\u00a0<\/span><\/td>\nV\u00ed d\u1ee5: C\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 quan t\u00e2m, s\u1edf th\u00edch v\u00e0 th\u00f4ng tin li\u00ean h\u1ec7,.v.v<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

2. Nh\u1eefng l\u1ee3i \u00edch tuy\u1ec7t v\u1eddi c\u1ee7a Zero-party data \u0111\u1ed1i v\u1edbi Marketer\u00a0<\/span><\/h2>\n

\u0110\u01b0\u1ee3c xem l\u00e0 ngu\u1ed3n d\u1eef li\u1ec7u \u2018\u2019qu\u00fd nh\u01b0 v\u00e0ng\u2019\u2019,\u00a0 Zero-party data h\u1ed7 tr\u1ee3:\u00a0<\/span><\/p>\n

– T\u1ea1o ra nhi\u1ec1u tr\u1ea3i nghi\u1ec7m mang t\u00ednh c\u00e1 nh\u00e2n h\u00f3a\u00a0<\/span><\/p>\n

Khi s\u1edf h\u1eefu c\u00e1c d\u1eef li\u1ec7u c\u01a1 b\u1ea3n c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng chi\u1ebfn d\u1ecbch marketing ph\u00f9 h\u1ee3p, t\u1ea1o ra nhi\u1ec1u tr\u1ea3i nghi\u1ec7m m\u1edbi m\u1ebb mang t\u00ednh c\u00e1 nh\u00e2n h\u00f3a cho t\u1eebng t\u1ec7p kh\u00e1ch h\u00e0ng.\u00a0\u00a0<\/span><\/p>\n

– Bi\u1ebfn m\u1ecdi kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh<\/span><\/p>\n

C\u00e1c ho\u1ea1t \u0111\u1ed9ng gia t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 ch\u00eca kh\u00f3a t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a m\u1ed7i doanh nghi\u1ec7p. M\u1ed7i \u00fd t\u01b0\u1edfng tri\u1ec3n khai th\u00e0nh c\u00f4ng mang l\u1ea1i ni\u1ec1m tin th\u01b0\u01a1ng hi\u1ec7u s\u00e2u s\u1eafc, t\u1eeb \u0111\u00f3 bi\u1ebfn m\u1ecdi kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh\u00a0<\/span><\/p>\n

– N\u00e2ng cao t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i\u00a0<\/span><\/p>\n

B\u00ean c\u1ea1nh kh\u1ea3 n\u0103ng t\u1ed1i \u01b0u h\u00f3a n\u1ed9i dung v\u00e0 tr\u1ea3i nghi\u1ec7m tr\u00ean website, ch\u00ednh zero-party data c\u0169ng gi\u00fap c\u00e1c Nh\u00e0 qu\u1ea3n tr\u1ecb marketing hi\u1ec7n \u0111\u1ea1i n\u00e2ng cao t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (conversion rate) th\u00f4ng qua nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng marketing kh\u00e1c nh\u01b0 re-marketing, email marketing hay \u0111a d\u1ea1ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u00f4ng qua contact center \u0111a k\u00eanh h\u1ee3p nh\u1ea5t (omni-channel contact center).\u00a0<\/span><\/p>\n

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Businessman trading online stock market on tablet screen, digital investment concept<\/figcaption><\/figure>\n

3. Nh\u1eefng l\u01b0u \u00fd khi \u1ee9ng d\u1ee5ng Zero-party data\u00a0<\/span><\/h2>\n

M\u1eb7c d\u00f9 mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch nh\u01b0ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o thu th\u1eadp ngu\u1ed3n d\u1eef li\u1ec7u ch\u00ednh x\u00e1c v\u00e0 c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, c\u00e1c doanh nghi\u1ec7p c\u0169ng c\u1ea7n ch\u00fa tr\u1ecdng \u0111\u1ea7u t\u01b0 v\u1ec1 giao di\u1ec7n, c\u00f4ng ngh\u1ec7 m\u00e1y h\u1ecdc, AI sao cho ph\u00f9 h\u1ee3p v\u1edbi mong mu\u1ed1n c\u1ee7a t\u1eebng t\u1ec7p kh\u00e1ch h\u00e0ng, tr\u00e1nh tr\u1ea3i nghi\u1ec7m \u0111\u1ee9t g\u00e3y kh\u00f4ng \u0111\u00e1ng c\u00f3.\u00a0<\/span><\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, cung c\u1ea5p nh\u1eefng th\u00f4ng tin th\u1ef1c s\u1ef1 h\u1eefu \u00edch v\u00e0 ch\u00e2n th\u1ef1c, ph\u00f9 h\u1ee3p v\u1edbi insights ng\u01b0\u1eddi d\u00f9ng l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t kh\u00f4ng l\u00e3ng ph\u00ed ngu\u1ed3n t\u00e0i nguy\u00ean v\u00e0 m\u1ea5t ni\u1ec1m tin c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n

Bellsystem24-Vietnam s\u1eb5n s\u00e0ng t\u01b0 v\u1ea5n tri\u1ec3n khai gi\u1ea3i ph\u00e1p to\u00e0n di\u1ec7n (v\u1eadn h\u00e0nh k\u1ebft h\u1ee3p c\u00f4ng ngh\u1ec7 \u01b0u vi\u1ec7t) nh\u1eb1m thu th\u1eadp Zero-party data cho nhi\u1ec1u lo\u1ea1i h\u00ecnh doanh nghi\u1ec7p – t\u1eeb F&B, s\u1ea3n xu\u1ea5t ph\u00e2n ph\u1ed1i, cho \u0111\u1ebfn TM\u0110T (e-commerce)… T\u1eeb \u0111\u00f3 CX (customer experience), loyalty v\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i s\u1ebd \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n m\u1ed9t c\u00e1ch \u0111\u00e1ng k\u1ec3 – mang \u0111\u1ebfn ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng cho th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

B\u00ean c\u1ea1nh First-party data v\u00e0 Third-party data th\u00ec Zero-party Data l\u00e0 kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng r\u00e3i t\u1eeb n\u0103m […]<\/p>","protected":false},"author":1,"featured_media":18430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12],"tags":[],"class_list":["post-3216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc"],"acf":[],"yoast_head":"\nZero-party Data - 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