Osoby, kter\u00e9 v\u00e1m poskytuj\u00ed \u00fadaje, se podle GDPR naz\u00fdvaj\u00ed subjekty \u00fadaj\u016f. Vy ur\u010dujete, pro\u010d budou \u00fadaje zpracov\u00e1v\u00e1ny a jak, a proto jste spr\u00e1vcem \u00fadaj\u016f. S daty m\u016f\u017eete nakl\u00e1dat sami, nebo k tomu vyu\u017e\u00edv\u00e1te zpracovatele \u2013 t\u0159et\u00ed stranu, kter\u00e9 \u00fadaje poskytnete, aby je pro v\u00e1s zpracovala. Pro market\u00e9ra jsou to CRM syst\u00e9my nebo t\u0159eba e-mailov\u00e9 n\u00e1stroje.<\/p>\n
Z pohledu GDPR existuj\u00ed citliv\u00e9 \u00fadaje a popisn\u00e9 osobn\u00ed \u00fadaje. Pod popisn\u00fdmi osobn\u00edmi \u00fadaji si p\u0159edstavte t\u0159eba jm\u00e9no, rodn\u00e9 \u010d\u00edslo nebo e-mailovou adresu. P\u0159\u00edkladem citliv\u00e9ho \u00fadaje je rasov\u00fd p\u016fvod, n\u00e1bo\u017eensk\u00e9 vyzn\u00e1n\u00ed \u010di zdravotn\u00ed stav. Faktem je, \u017ee pro citliv\u00e9 \u00fadaje plat\u00ed je\u0161t\u011b p\u0159\u00edsn\u011bj\u0161\u00ed podm\u00ednky ochrany ne\u017e pro popisn\u00e9. ERP Money oba typy \u00fadaj\u016f dok\u00e1\u017ee rozli\u0161it a zabezpe\u010dit.<\/p>\n
GDPR d\u016fsledn\u011b db\u00e1 na pr\u00e1va subjekt\u016f \u00fadaj\u016f. Spr\u00e1vce \u00fadaj\u016f m\u00e1 povinnost vyj\u00edt subjektu \u00fadaj\u016f vst\u0159\u00edc a nap\u0159\u00edklad mu sd\u011blit, kter\u00e9 \u00fadaje zpracov\u00e1v\u00e1 a k \u010demu je p\u0159esn\u011b vyu\u017e\u00edv\u00e1. Subjekt \u00fadaj\u016f m\u016f\u017ee za\u017e\u00e1dat o v\u00fdmaz nebo opravu a vy jako spr\u00e1vce mus\u00edte tomuto po\u017eadavku vyhov\u011bt. <\/p>\n
Nejslo\u017eit\u011bj\u0161\u00ed je mnohdy \u00fadaje dohledat, proto\u017ee n\u011bco m\u00e1te t\u0159eba v e-mailov\u00e9 \u010di faktura\u010dn\u00ed datab\u00e1zi, \u010d\u00edslo ulo\u017een\u00e9 v mobilu a fakturu zalo\u017eenou v \u0161anonu. <\/p>\n
E-mailov\u00e9 adresy se k v\u00e1m dost\u00e1vaj\u00ed v\u00edce zp\u016fsoby. Od z\u00e1kazn\u00edka ji z\u00edsk\u00e1te p\u0159i on-line objedn\u00e1vce, \u00fa\u010dastn\u00edk sout\u011b\u017ee ji nap\u00ed\u0161e k sout\u011b\u017en\u00ed odpov\u011bdi v kamenn\u00e9 prodejn\u011b a n\u00e1v\u0161t\u011bvn\u00edk blogu zad\u00e1 e-mail na web, proto\u017ee chce dost\u00e1vat newsletter.<\/p>\n
GDPR ale stanovuje povinnost vyu\u017e\u00edvat e-maily jen k \u00fa\u010delu, pro kter\u00fd je z\u00edsk\u00e1te. Tak\u017ee pokud n\u00e1v\u0161t\u011bvn\u00edk va\u0161eho webu stoj\u00ed o e-book nebo anal\u00fdzu zdarma a sv\u011b\u0159\u00ed v\u00e1m e-mail, po\u0161lete mu e-book \u2013 t\u0159eba o kovoobr\u00e1b\u011bn\u00ed. A proto\u017ee te\u010f v\u00edte, \u017ee ho t\u00e9ma zaj\u00edm\u00e1, m\u00e1te opr\u00e1vn\u011bn\u00fd z\u00e1jem mu poslat i souvisej\u00edc\u00ed pozv\u00e1nku na specializovan\u00fd veletrh nebo nab\u00eddnout odborn\u00fd kurz.<\/p>\n
Tak\u00e9 z\u00e1le\u017e\u00ed na tom, jestli komunikujete se z\u00e1kazn\u00edkem, nebo ne. Z\u00e1kazn\u00edkovi (tedy \u010dlov\u011bku, kter\u00fd u\u017e u v\u00e1s nakoupil), m\u016f\u017eete pos\u00edlat newslettery t\u00fdkaj\u00edc\u00ed se va\u0161ich v\u00fdrobk\u016f a slu\u017eeb.
\nI v tomto p\u0159\u00edpad\u011b uplat\u0148ujete opr\u00e1vn\u011bn\u00fd z\u00e1jem, proto\u017ee nab\u00edz\u00edte zbo\u017e\u00ed, kter\u00e9 by se mohlo z\u00e1kazn\u00edkovi vzhledem k p\u0159edchoz\u00ed objedn\u00e1vce hodit.<\/p>\n
Ide\u00e1ln\u00ed je ud\u011blat si anal\u00fdzu odes\u00edlan\u00fdch e-mail\u016f a zjistit, kter\u00e9 jsou v souladu se slu\u017ebou nebo zbo\u017e\u00edm, kter\u00e9 v\u00e1\u0161 z\u00e1kazn\u00edk vyu\u017e\u00edv\u00e1. Pro ostatn\u00ed newslettery toti\u017e budete pot\u0159ebovat souhlas. Souhlasy si dob\u0159e uschovejte \u2013 m\u016f\u017eete je evidovat ve sv\u00e9m Money.<\/p>\n
Od nez\u00e1kazn\u00edka pot\u0159ebujete souhlas k zas\u00edl\u00e1n\u00ed newsletter\u016f. Ide\u00e1ln\u00ed je double opt-in, i kdy\u017e jej GDPR p\u0159\u00edmo nevy\u017eaduje. V tomto procesu \u010dlov\u011bk prvn\u011b za\u0161krtne z\u00e1jem odeb\u00edrat newslettery na webov\u00e9m formul\u00e1\u0159i, a pak je\u0161t\u011b klikne na potvrzovac\u00ed e-mail.<\/p>\n
V praxi to znamen\u00e1, \u017ee i kdy\u017e jste dosud vyu\u017e\u00edvali v\u0161echny kontakty v datab\u00e1zi k rozes\u00edlce newsletter\u016f, te\u010f si mus\u00edte datab\u00e1zi pro\u010distit a p\u0159esn\u011b ur\u010dit \u00fa\u010dely k uchov\u00e1v\u00e1n\u00ed osobn\u00edch \u00fadaj\u016f v\u010detn\u011b zp\u016fsobu vyu\u017eit\u00ed e-mailov\u00fdch adres.<\/p>\n
Krom\u011b toho m\u00e1 ka\u017ed\u00fd p\u0159\u00edjemce va\u0161eho newsletteru mo\u017enost se z e-mailu odhl\u00e1sit. Odhl\u00e1\u0161en\u00ed je podle GDPR pot\u0159eba evidovat \u2013 nap\u0159\u00edklad v ERP Money.<\/p>\n
Kdy\u017e po\u0159\u00e1d\u00e1te sout\u011b\u017e, poskytne v\u00e1m sout\u011b\u017e\u00edc\u00ed sv\u016fj e-mail a dal\u0161\u00ed \u00fadaje za \u00fa\u010delem informov\u00e1n\u00ed o v\u00fdh\u0159e. Krom\u011b toho m\u00e1te opr\u00e1vn\u011bn\u00fd z\u00e1jem pos\u00edlat mu e-maily, kter\u00e9 ho mohou zaj\u00edmat, proto\u017ee se t\u00fdkaj\u00ed stejn\u00e9ho t\u00e9matu jako sout\u011b\u017e nebo s n\u00ed jinak souvis\u00ed. Z\u00e1rove\u0148 ale mus\u00edte d\u00e1t sout\u011b\u017e\u00edc\u00edmu mo\u017enost se z newsletteru odhl\u00e1sit.<\/p>\n
K souhlasu t\u00fdkaj\u00edc\u00edmu se sout\u011b\u017ee ale m\u016f\u017eete p\u0159ipojit druh\u00fd, nepovinn\u00fd souhlas se zas\u00edl\u00e1n\u00edm obchodn\u00edch sd\u011blen\u00ed, kter\u00e9 se sout\u011b\u017e\u00ed nesouvis\u00ed. Ale pozor, tento souhlas nesm\u00ed b\u00fdt p\u0159edem zatr\u017een\u00fd. Sout\u011b\u017e\u00edc\u00ed ho mus\u00ed s\u00e1m zakliknout. <\/p>\n
GDPR neznamen\u00e1 konec Google Analytics. Analytika toti\u017e nepracuje s osobn\u00edmi \u00fadaji, pokud si informace z n\u00ed nesp\u00e1rujete s konkr\u00e9tn\u00edm \u010dlov\u011bkem. Z\u00edskat pot\u0159ebnou statistiku m\u016f\u017eete i bez toho \u2013 pomoc\u00ed anonymizace IP adres u\u017eivatel\u016f, kte\u0159\u00ed p\u0159ich\u00e1z\u00ed na v\u00e1\u0161 web.<\/p>\n
Slo\u017eit\u011bj\u0161\u00ed je to s cookies. Ty pot\u0159ebujete k udr\u017een\u00ed zbo\u017e\u00ed v ko\u0161\u00edku nebo k p\u0159ihl\u00e1\u0161en\u00ed u\u017eivatele. Mo\u017en\u00e1 je vyu\u017e\u00edv\u00e1te i pro remarketingov\u00e9 reklamy, ale to u\u017e nen\u00ed nezbytn\u00e1 funkce cookies. \u017d\u00e1dost o souhlas u\u017eivatel\u016f mohou zajistit reklamn\u00ed syst\u00e9my jako Sklik nebo Google AdWords, ale pozor \u2013 odpov\u011bdnost je v\u017edy na provozovateli webu.<\/p>\n
GDPR se dotkne i Facebook Audience. Pokud nahr\u00e1v\u00e1te seznamy klient\u016f i s \u00fatratami do Facebook Audience, abyste si vytvo\u0159ili podobn\u00e9 (tzv. lookalike) publikum a na n\u011bj c\u00edlili reklamu, informujte o tom z\u00e1kazn\u00edky v obchodn\u00edch podm\u00ednk\u00e1ch nebo z\u00e1sad\u00e1ch ochrany osobn\u00edch \u00fadaj\u016f. A\u0165 v\u011bd\u00ed, \u017ee jejich \u00fadaje p\u0159ed\u00e1v\u00e1te zpracovateli (Facebooku).<\/p>\n","protected":false},"excerpt":{"rendered":"
Z\u00e1kladn\u00ed pojmy, kter\u00e9 mus\u00edte zn\u00e1t Osoby, kter\u00e9 v\u00e1m poskytuj\u00ed \u00fadaje, se podle GDPR naz\u00fdvaj\u00ed subjekty \u00fadaj\u016f. Vy ur\u010dujete, pro\u010d budou \u00fadaje zpracov\u00e1v\u00e1ny a jak, a …<\/p>\n","protected":false},"author":2,"featured_media":1018,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","inline_featured_image":false,"footnotes":""},"categories":[5,25],"tags":[153,140,145],"class_list":["post-1065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podnikani","category-rozvoj-podnikani","tag-gdpr","tag-marketing","tag-rust-firmy"],"acf":[],"_links":{"self":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1065","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/comments?post=1065"}],"version-history":[{"count":1,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1065\/revisions"}],"predecessor-version":[{"id":3663,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1065\/revisions\/3663"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/media\/1018"}],"wp:attachment":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/media?parent=1065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/categories?post=1065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/tags?post=1065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}