{"id":1141,"date":"2020-01-27T10:50:40","date_gmt":"2020-01-27T07:50:40","guid":{"rendered":"https:\/\/www.paytr.com\/blog\/?p=1141"},"modified":"2023-12-07T21:20:10","modified_gmt":"2023-12-07T18:20:10","slug":"guvenli-veri-nedir-nasil-saglanir","status":"publish","type":"post","link":"https:\/\/www.paytr.com\/en\/blog\/guvenli-veri-nedir-nasil-saglanir","title":{"rendered":"G\u00fcvenli Veri Nedir? G\u00fcvenli Veri Nas\u0131l Sa\u011flan\u0131r?"},"content":{"rendered":"<p>Veri, dijital pazarlama ve dijital reklamc\u0131l\u0131\u011f\u0131n temelini olu\u015fturur. Planlamadan m\u00fc\u015fteri aktivasyonuna, analizden ili\u015fkilendirmeye kadar etkili pazarlama ve de\u011ferlendirme i\u00e7in esast\u0131r. Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn h\u0131zla artmas\u0131 ile veri g\u00fcvenli\u011fi ve gizlili\u011fi g\u00fcn\u00fcm\u00fcz\u00fcn en dikkat \u00e7eken konu ba\u015fl\u0131klar\u0131 olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Biz ise bu yaz\u0131m\u0131zda <strong>g\u00fcvenli veri<\/strong> konusuna de\u011finice\u011fiz. Kulland\u0131\u011f\u0131m\u0131z veriler g\u00fcvenli mi? G\u00fcvenli veri nedir? Veri gizlili\u011fi ne durumda, gizlili\u011fin korunmas\u0131 i\u00e7in neler yap\u0131l\u0131yor? Sizin i\u00e7in derledik&#8230;<\/p>\n<h2 id=\"gunumuzde-veri-gizliligi-ne-durumda\">G\u00fcn\u00fcm\u00fczde Veri Gizlili\u011fi Ne Durumda?<\/h2>\n<p>Cambridge Analytica gibi veri skandallar\u0131 ve <strong>KVKK (Ki\u015fisel Verileri Koruma Kanunu)<\/strong>, verilerin reklam ama\u00e7l\u0131 kullan\u0131m\u0131n\u0131 her zamankinden daha s\u0131k\u0131 bir takibe al\u0131nmas\u0131n\u0131 sa\u011flam\u0131\u015ft\u0131r. Bu nedenle, pazarlamac\u0131lar i\u00e7in reklamc\u0131l\u0131kta kullan\u0131lan verilerin <strong>KVKK\u2019ya uygun olarak<\/strong> topland\u0131\u011f\u0131ndan, sakland\u0131\u011f\u0131ndan ve i\u015flendi\u011finden emin olmalar\u0131 \u00f6nemlidir.<\/p>\n<h3 id=\"veri-gizliligi-konusunda-daha-hassas-olmak-ve-guvenli-etkili-veri-kullanmak\">Veri gizlili\u011fi konusunda daha hassas olmak ve g\u00fcvenli, etkili veri kullanmak<\/h3>\n<p>Ba\u011f\u0131ms\u0131z medya \u00f6l\u00e7\u00fcm ve analiz \u015firketi <strong><em>Comscore<\/em><\/strong>, modern pazarlamada verilerin nas\u0131l ele al\u0131nd\u0131\u011f\u0131 hakk\u0131nda bir fikir edinmek i\u00e7in 563 pazarlama uzman\u0131na hangi verileri kulland\u0131klar\u0131n\u0131 ve onlara ne kadar g\u00fcvendiklerini sordu.<\/p>\n<p>Pazarlamac\u0131lar kendi \u015firketlerinin toplad\u0131\u011f\u0131 verilerin \u00e7o\u011funa g\u00fcveniyorlar<strong>.<\/strong> Birinci taraf verileri, reklamverenler i\u00e7in muhtemelen en de\u011ferli veri kayna\u011f\u0131, \u00e7\u00fcnk\u00fc birebir m\u00fc\u015fteri ili\u015fkisinden elde ediliyor ve sadece \u015firketin de\u011ferlendirmeleri ve \u00fcr\u00fcn geli\u015ftirmeleri i\u00e7in kullan\u0131labiliyor.<\/p>\n<p>Veri g\u00fcvenli\u011fi perspektifinden bak\u0131ld\u0131\u011f\u0131nda, bu veriler do\u011frudan markadan topland\u0131\u011f\u0131ndan en g\u00fcvenli verilerdir. Bununla beraber, birinci taraf verileri bazen eksik, tutars\u0131z olabilir ve bu nedenle potansiyel olarak en iyi sonu\u00e7lar\u0131 vermeyebilir.<\/p>\n<p>Ayr\u0131ca, birinci taraf verileri \u00fc\u00e7\u00fcnc\u00fc taraf verilerine k\u0131yasla s\u0131n\u0131rl\u0131 bir aral\u0131\u011fa sahiptir. Reklamverenler i\u00e7in yaln\u0131zca mevcut m\u00fc\u015fterilerini tan\u0131mak ve bu m\u00fc\u015fterilerin dahil oldu\u011fu kitleleri bilmek yeterli olmaz.<\/p>\n<p>\u00c7o\u011fu durumda, pazarlamac\u0131lar ortaya \u00e7\u0131kan bu bo\u015flu\u011fu doldurmak veya kendi verilerini do\u011frulamak i\u00e7in \u00fc\u00e7\u00fcnc\u00fc taraf verilerine de ihtiya\u00e7 duyarlar. Comscore anketine kat\u0131lanlar\u0131n d\u00f6rtte biri kendi verilerine g\u00fcvenmedikleri i\u00e7in \u00fc\u00e7\u00fcnc\u00fc taraf verilerini kullan\u0131yor.<\/p>\n<h2 id=\"guvenli-veri-nasil-saglanir\"><strong>G\u00fcvenli Veri Nas\u0131l Sa\u011flan\u0131r? <\/strong><\/h2>\n<h3 id=\"ucuncu-taraf-verilerine-dikkat-edin\"><strong>\u00dc\u00e7\u00fcnc\u00fc taraf verilerine dikkat edin<\/strong><\/h3>\n<p>\u00dc\u00e7\u00fcnc\u00fc taraf verileri, kullan\u0131c\u0131lar\u0131n bak\u0131\u015f a\u00e7\u0131s\u0131ndan bu bo\u015fluklar\u0131 kapatmaya ve kampanyalarda y\u00fcksek bir eri\u015fim sa\u011flamaya yard\u0131mc\u0131 olabilir. Ancak, veri sa\u011flay\u0131c\u0131lar\u0131n g\u00fcvenilirli\u011fini de do\u011fru de\u011ferlendirmek gerekir.<\/p>\n<p>Comscore kat\u0131l\u0131mc\u0131lar\u0131n\u0131n \u00fc\u00e7te ikisi birinci taraf verilerine g\u00fcveniyor, ancak yaln\u0131zca d\u00f6rtte biri de \u00fc\u00e7\u00fcnc\u00fc taraf verilerine ayn\u0131 d\u00fczeyde g\u00fcven duyuyor. Bu uyu\u015fmazl\u0131\u011f\u0131 telafi etmek i\u00e7in \u015firketlerin \u00fc\u00e7\u00fcnc\u00fc taraf verilerini de\u011ferlendirmede ve g\u00fcvenebilecekleri i\u015f ortaklar\u0131yla \u00e7al\u0131\u015ft\u0131klar\u0131ndan emin olmalar\u0131 gerekir. \u00d6rne\u011fin, veri toplayan kurumun metodolojisini, yani verilerin toplanmas\u0131 ve i\u015flenme y\u00f6ntemlerini sorgulamak \u00f6nemlidir.<\/p>\n<p>Her reklamverenin \u00fc\u00e7\u00fcnc\u00fc taraf veri ortaklar\u0131na sormas\u0131 gereken birka\u00e7 \u00f6nemli soru var:<\/p>\n<ul>\n<li>Panelin kapsam\u0131 nedir?<\/li>\n<li>Kalite de\u011ferlendirmesi nas\u0131l yap\u0131l\u0131yor?<\/li>\n<li>Bot trafi\u011fi olmad\u0131\u011f\u0131ndan nas\u0131l emin oluyorsunuz?<\/li>\n<li>Cihazlar veya bireysel kullan\u0131c\u0131lar \u00f6l\u00e7\u00fcme dahil mi?<\/li>\n<li>Veriler harici bir kaynak taraf\u0131ndan do\u011frulan\u0131yor mu?<\/li>\n<li>Toplanan veriler KVKK\u2019ya uygun mu?<\/li>\n<\/ul>\n<p>Bir veri orta\u011f\u0131 bu sorular\u0131n t\u00fcm\u00fcn\u00fc yan\u0131tlayamazsa, daha ayr\u0131nt\u0131l\u0131 olarak sorma veya bu sorular\u0131n yan\u0131tlar\u0131n\u0131 veren bir i\u015f orta\u011f\u0131 bulma zaman\u0131 gelmi\u015ftir.<\/p>\n<h3 id=\"uzmanlik-kotu-veri-kullanimini-onluyor\"><strong>Uzmanl\u0131k \u201ck\u00f6t\u00fc veri\u201d kullan\u0131m\u0131n\u0131 \u00f6nl\u00fcyor<\/strong><\/h3>\n<p>Anket ayr\u0131ca, son veri gizlili\u011fi skandallar\u0131na ve dijital reklamc\u0131l\u0131ktaki genel \u015feffafl\u0131k tart\u0131\u015fmas\u0131na ra\u011fmen, pazarlamac\u0131lar\u0131n g\u00fcven konusunda bir sorun hissetmediklerini g\u00f6steriyor.<\/p>\n<p>Buna g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n sadece y\u00fczde 11&#8217;i verilerine bir y\u0131l \u00f6ncesine g\u00f6re daha az g\u00fcven duyuyor. Neredeyse yar\u0131s\u0131 (y\u00fczde 45) ayn\u0131 miktarda veya daha fazla (y\u00fczde 42) kullan\u0131lan veriye g\u00fcveniyor.<\/p>\n<p>Verilere olan bu g\u00fcven, \u00f6ncelikle daha iyi d\u00fczenlemeler sebebiyle olabilir, ancak verilerin nas\u0131l topland\u0131\u011f\u0131n\u0131n iyi anla\u015f\u0131lmamas\u0131ndan da kaynaklanabilir.<\/p>\n<p>\u00c7al\u0131\u015fma \u00f6zellikle 2 y\u0131l ve az deneyime sahip pazarlamac\u0131lar\u0131n verilere daha fazla g\u00fcven duyduklar\u0131n\u0131 da ortaya koyuyor.<\/p>\n<p>Buna ek olarak, her be\u015f kat\u0131l\u0131mc\u0131dan biri hala d\u00fc\u015f\u00fck veri kalitesinin i\u015fletmeleri \u00fczerinde \u00f6nemli bir etkisi olmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n<p>Bu ko\u015fullar, \u00f6zellikle verilerle u\u011fra\u015f\u0131rken daha fazla deneyim ve daha fazla e\u011fitim gerekti\u011fini g\u00f6steriyor. Veri gizlili\u011fi ve g\u00fcvenli\u011fi s\u00f6z konusu oldu\u011funda bu durumu geli\u015ftirmenin yolu \u015firketlerin verece\u011fi e\u011fitimlerden ge\u00e7iyor. \u015eirketler \u00e7al\u0131\u015fanlar\u0131n\u0131 kulland\u0131klar\u0131 veriler hakk\u0131nda \u015f\u00fcpheci olmalar\u0131 i\u00e7in e\u011fitmeli ve \u00e7al\u0131\u015fanlar\u0131n verilerin y\u00fcksek kalitesine dikkat etmelerini sa\u011flamal\u0131.<\/p>\n<p>Yaz\u0131m\u0131z\u0131 be\u011fendiyseniz, veri g\u00fcvenli\u011fi ve <a href=\"https:\/\/www.paytr.com\/\">PayTR<\/a> olarak faaliyetimizin esas\u0131 \u00f6deme g\u00fcvenli\u011fi konular\u0131 ile ilgili yaz\u0131l\u0131r\u0131m\u0131z\u0131 da okuman\u0131z\u0131 tavisye ederiz.<\/p>\n<ul>\n<li class=\"entry-title\"><a href=\"https:\/\/www.paytr.com\/blog\/pci-veri-guvenligi-standartlari-dss-nedir-345\">PCI Veri G\u00fcvenli\u011fi Standartlar\u0131 (DSS) Nedir, Neden \u00d6nemlidir?<\/a><\/li>\n<li class=\"entry-title\"><a href=\"https:\/\/www.paytr.com\/blog\/3d-secure-nedir-373\">3D Secure Nedir, Ne i\u015fe Yarar?<\/a><\/li>\n<li class=\"entry-title\"><a href=\"https:\/\/www.paytr.com\/blog\/3d-secure-2-nedir-369\">3D Secure 2.0 Nedir? G\u00fcvenli \u00d6deme Sat\u0131\u015flar\u0131 Nas\u0131l Art\u0131r\u0131r?<\/a><\/li>\n<li class=\"entry-title\"><a href=\"https:\/\/www.paytr.com\/blog\/web-sitesinden-nasil-odeme-alirim-internetten-odeme-almak-77\">Web Sitesinden Nas\u0131l \u00d6deme Al\u0131n\u0131r?<\/a><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><strong>2 Saatte PayTR&#8217;l\u0131 Olun!<\/strong><br \/>\n<a href=\"https:\/\/www.paytr.com\/uye-isyeri-olun\">PayTR Sanal Pos&#8217;a Hemen Ba\u015fvurun<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Veri, dijital pazarlama ve dijital reklamc\u0131l\u0131\u011f\u0131n temelini olu\u015fturur. Planlamadan m\u00fc\u015fteri aktivasyonuna, analizden ili\u015fkilendirmeye kadar etkili pazarlama ve de\u011ferlendirme i\u00e7in esast\u0131r. Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn h\u0131zla artmas\u0131 ile veri g\u00fcvenli\u011fi ve gizlili\u011fi g\u00fcn\u00fcm\u00fcz\u00fcn en dikkat \u00e7eken konu ba\u015fl\u0131klar\u0131 olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Biz ise bu yaz\u0131m\u0131zda g\u00fcvenli veri konusuna de\u011finice\u011fiz. Kulland\u0131\u011f\u0131m\u0131z veriler g\u00fcvenli mi? G\u00fcvenli veri nedir? Veri gizlili\u011fi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1724,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[],"class_list":["post-1141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-teknoloji"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>G\u00fcvenli Veri Nedir? G\u00fcvenli Veri Nas\u0131l Sa\u011flan\u0131r? |PayTR<\/title>\n<meta name=\"description\" content=\"Veri, dijital pazarlama ve dijital reklamc\u0131l\u0131\u011f\u0131n temelini olu\u015fturur. Peki kulland\u0131\u011f\u0131m\u0131z veriler g\u00fcvenli mi? G\u00fcvenli veri nedir?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.paytr.com\/en\/blog\/guvenli-veri-nedir-nasil-saglanir\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"G\u00fcvenli Veri Nedir? G\u00fcvenli Veri Nas\u0131l Sa\u011flan\u0131r?\" \/>\n<meta property=\"og:description\" content=\"Veri, dijital pazarlama ve dijital reklamc\u0131l\u0131\u011f\u0131n temelini olu\u015fturur. Peki kulland\u0131\u011f\u0131m\u0131z veriler g\u00fcvenli mi? 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