{"id":1223,"date":"2020-10-28T13:13:30","date_gmt":"2020-10-28T10:13:30","guid":{"rendered":"https:\/\/www.legelaw.com\/?p=1223"},"modified":"2024-07-29T13:33:20","modified_gmt":"2024-07-29T10:33:20","slug":"retargeting-ve-clickstream-profilleme-olusturur-mu","status":"publish","type":"post","link":"https:\/\/www.legelaw.com\/tr\/retargeting-ve-clickstream-profilleme-olusturur-mu\/","title":{"rendered":"Retargeting ve Clickstream Profilleme Olu\u015fturur Mu?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-font-size:36px;\"><h1 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;\">Retargeting ve Clickstream Profilleme Olu\u015fturur Mu?<\/h1><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-top:20px;margin-bottom:40px;width:100%;max-width:30%;\"><div class=\"fusion-separator-border sep-shadow\" style=\"--awb-height:20px;--awb-amount:20px;background:radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-webkit-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-moz-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-o-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);\"><\/div><\/div><div class=\"fusion-text fusion-text-1\"><h4>Giri\u015f<\/h4>\n<p>Taraflar\u0131 de\u011fi\u015fmekle birlikte s\u0131n\u0131rs\u0131z bir bilgi ve hizmet ak\u0131\u015f\u0131na arac\u0131l\u0131k eden internet her saniye sa\u011flad\u0131\u011f\u0131 i\u00e7erikleri \u00e7e\u015fitlendirerek ve \u00e7o\u011faltarak s\u00fcreklilik sa\u011flamas\u0131n\u0131n yan\u0131 s\u0131ra hizmet sundu\u011fu kitlelere ayr\u0131 ayr\u0131 odaklanarak etkinli\u011fini ve kalitesini de giderek iyile\u015ftirmektedir. Kullan\u0131c\u0131y\u0131 tan\u0131maya ve kullan\u0131c\u0131 \u00f6zelinde hizmet sunmaya hizmet eden retargeting ve clickstream de bu kapsamda kullan\u0131lan metotlardan olup mevcut \u00e7al\u0131\u015fmada ilgili metotlar\u0131n i\u015flevleri hakk\u0131nda bilgi verilerek profilleme riski olu\u015fturma ihtimalleri incelenecektir.<\/p>\n<h4>Clickstream Nedir?<\/h4>\n<p>Clickstream ki\u015finin ziyaret etti\u011fi internet sitesi \u00fczerinde ger\u00e7ekle\u015ftirdi\u011fi t\u0131klama serisinin kullan\u0131c\u0131 davran\u0131\u015f\u0131 ve al\u0131\u015fkanl\u0131klar\u0131n\u0131 belirlemek amac\u0131yla analiz edilmesi, niceliksel olarak anlamland\u0131r\u0131lmas\u0131 olarak a\u00e7\u0131klanabilir. Daha detayl\u0131 bir anlat\u0131mla clickstream y\u00f6ntemiyle ki\u015finin ilgili web sitesine hangi siteden geldi\u011fi, siteden \u00e7\u0131k\u0131\u015f yapt\u0131ktan sonra hangi siteye girdi\u011fi, ilgili web sitesi \u00fczerinde ge\u00e7irmi\u015f oldu\u011fu s\u00fcre, site dahilinde hangi sayfalara, hangi s\u0131ralamayla ge\u00e7i\u015f yapt\u0131\u011f\u0131 gibi verilerin izlenmesi ve bu analiz sonucunda kullan\u0131c\u0131ya ait davran\u0131\u015fsal bir profil olu\u015fturulmas\u0131 ama\u00e7lanmaktad\u0131r. Kullan\u0131c\u0131n\u0131n al\u0131\u015fkanl\u0131klar\u0131n\u0131n, davran\u0131\u015flar\u0131n\u0131n ve ilgi alanlar\u0131n\u0131n belirlenmesine hizmet eden clickstream analizi yo\u011fun olarak e-ticaret firmalar\u0131 taraf\u0131ndan kullan\u0131lmaktad\u0131r. Bu sayede firmalar gerek site i\u00e7eriklerini gerekse site yap\u0131lar\u0131n\u0131 hedef kitleye daha uygun ve kullan\u0131\u015fl\u0131 bir seviyeye ta\u015f\u0131yabilmektedir.<\/p>\n<h4>Retargeting Nedir?<\/h4>\n<p>Etkili reklamc\u0131l\u0131\u011f\u0131n anahtar\u0131 olarak nitelendirilen \u201cRetargeting\u201d (Yeniden Hedefleme olarak da bahsedilmektedir) temelde kullan\u0131c\u0131n\u0131n\/muhatab\u0131n ge\u00e7mi\u015f aramalar\u0131 esas al\u0131narak \u00f6zelle\u015ftirilmi\u015f reklam olu\u015fturulmas\u0131 olarak tan\u0131mlanabilir. Yaln\u0131zca mevcut kullan\u0131c\u0131lar\u0131n\/m\u00fc\u015fterilerin de\u011fil potansiyel kullan\u0131c\u0131lar\u0131n da hedef kitlesine dahil edildi\u011fi yeniden hedefleme (Retargeting) kapsam\u0131nda sa\u011flad\u0131klar\u0131 faydalar g\u00f6z \u00f6n\u00fcne al\u0131narak farkl\u0131 uygulamalardan yararlan\u0131labilmektedir. \u00d6rne\u011fin; aktif bir sat\u0131\u015f ya da \u00fcyelik beklemeksizin s\u00fcrekli g\u00fcncellenen bilgilendirme yaz\u0131lar\u0131 ile mevcut ziyaret\u00e7i kitlesi korunabilir. Yine potansiyel m\u00fc\u015fteri kitlesine etki edebilmek i\u00e7in \u00fccretsiz deneme veya abonelik linklerine ba\u015fvurulabilir. Bunlar\u0131n d\u0131\u015f\u0131nda mevcut kullan\u0131c\u0131y\u0131 ge\u00e7mi\u015f etkile\u015fimlerine ba\u011fl\u0131 olarak do\u011frudan ilgilendi\u011fi hizmetlere y\u00f6nlendirerek de retargeting olu\u015fturulabilir.<\/p>\n<p>Retargeting y\u00f6ntemi dinamik bir reklamc\u0131l\u0131k t\u00fcr\u00fc olup hedef ald\u0131\u011f\u0131 kullan\u0131c\u0131lar\u0131n profillerine ba\u011fl\u0131 olarak s\u00fcrekli de\u011fi\u015fim g\u00f6stermektedir. \u00d6rnek \u00fczerinden anlat\u0131lacak olursa Pariste bir otel ara\u015ft\u0131ran kullan\u0131c\u0131ya daha sonra ziyaret etti\u011fi internet sayfalar\u0131nda ilgilenebilece\u011fi veya ilgilendi\u011fi Paristeki otel reklamlar\u0131n\u0131n sunulmas\u0131 ki\u015finin ge\u00e7mi\u015f aramalar\u0131 \u00fczerinden yeniden ayn\u0131 \u00fcr\u00fcn veya hizmete y\u00f6nlendirilmesini sa\u011flamaktad\u0131r.<\/p>\n<h4>Profilleme Riski?<\/h4>\n<p>Genel anlamda bak\u0131ld\u0131\u011f\u0131nda Clickstream ve retargeting y\u00f6ntemlerinin getirileri sat\u0131\u015flar\u0131n ve reklam d\u00f6n\u00fc\u015flerinin maksimizasyonu, m\u00fc\u015fteri memnuniyetinin geli\u015ftirilmesi, sat\u0131\u015f stratejilerinin g\u00fcncelli\u011finin ve etkilili\u011finin korunmas\u0131 gibi konularda hizmet veren tarafa sa\u011flad\u0131\u011f\u0131 faydalarla s\u0131n\u0131rl\u0131 olmay\u0131p kullan\u0131c\u0131 taraf\u0131nda da h\u0131zl\u0131 ve kolay bir s\u00fcre\u00e7 sunmaktad\u0131r. Buna kar\u015f\u0131n ilgili y\u00f6ntemlerin g\u00f6t\u00fcr\u00fcs\u00fc olarak de\u011ferlendirilebilecek profilleme olu\u015fturma riski yaln\u0131zca veri sahiplerini etkilemektedir. Burada de\u011ferlendirilmesi gereken husus analizler kapsam\u0131nda \u00f6l\u00e7\u00fcl\u00fcl\u00fck ilkesine ve ki\u015fisel veri gizlili\u011fine dikkat edilip edilmedi\u011fidir.<\/p>\n<p>Ki\u015fiye ili\u015fkin verilerin i\u015flenmesi ve analizi hedef kitlesi bizzat veri sahipleri olan ticari faaliyetler \u00f6zelinde b\u00fcy\u00fck \u00f6nem ta\u015f\u0131maktad\u0131r. Clikstream ve retargeting hedef kitleye odaklan\u0131larak daha etkili ve \u00f6zelle\u015ftirilmi\u015f hizmet sunulmas\u0131 a\u00e7\u0131s\u0131ndan olduk\u00e7a i\u015flevsel olmalar\u0131na kar\u015f\u0131n temas ettikleri ki\u015fisel veriler ile \u00f6zel hayat\u0131n gizlili\u011fi ve profilleme riski hususlar\u0131nda endi\u015feye sebep olabilmektedir.<\/p>\n<p>Gerek \u201cRetargeting\u201d gerekse \u201cClickstream\u201d ki\u015fiselle\u015ftirme hedefine hizmet eden teknikler olarak hedef ger\u00e7ek ki\u015filere ait verileri kullanmaktad\u0131r. Ayr\u0131ca clickstream gibi yaln\u0131zca ziyaret edilen sitedeki hareketlerle s\u0131n\u0131rl\u0131 olmayan geni\u015f kapsaml\u0131 bir takipte ilgililerin i\u015flenen her bir verileri hakk\u0131nda bilgi sahibi olmas\u0131 ve r\u0131za g\u00f6stermesi de olas\u0131 de\u011fildir. Her iki y\u00f6ntemde de ama\u00e7 me\u015fru olmakla birlikte \u00f6l\u00e7\u00fcl\u00fcl\u00fck kriteri ve gizlili\u011fe m\u00fcdahalenin gereklili\u011fi hususunda risk bulunmaktad\u0131r.<\/p>\n<p>Ziyaret\u00e7ilerin, kullan\u0131c\u0131lar\u0131n veya analizin yap\u0131ld\u0131\u011f\u0131 faaliyete ba\u011fl\u0131 olarak m\u00fc\u015fterilerin arad\u0131klar\u0131 \u00fcr\u00fcn veya hizmetler ya da ziyaret ettikleri siteler her zaman olmasa da kimi zaman kendilerine ait gerek genel nitelikli gerekse sa\u011fl\u0131k, cinsel veya dini veri gibi \u00f6zel nitelikli ki\u015fisel verilerin ortaya \u00e7\u0131kmas\u0131na sebep olabilecektir. \u00d6rne\u011fin belirli bir cinsel soruna ili\u015fkin yap\u0131lan ila\u00e7 aramas\u0131 veya hamileli\u011fe ili\u015fkin yap\u0131lan bir arama ki\u015finin sa\u011fl\u0131k durumu ve cinsel hayat\u0131na ili\u015fkin bir m\u00fcdahale olu\u015fturacakt\u0131r. Yine bunun gibi ki\u015finin okuma yapt\u0131\u011f\u0131 sitelerin takibi gizli kalmas\u0131n\u0131 tercih edebilece\u011fi siyasi, ya da dini g\u00f6r\u00fc\u015f\u00fcn\u00fcn a\u00e7\u0131\u011fa vurulmas\u0131na sebep olabilecektir. Bu \u00f6rnekler dahi s\u00f6z konusu analiz y\u00f6ntemlerinin sebep olabilece\u011fi profilleme riskini a\u00e7\u0131k\u00e7a ortaya koymaktad\u0131r.<\/p>\n<h4>Sonu\u00e7<\/h4>\n<p>Retargeting ve Clickstream analiz y\u00f6ntemleri belirli farkl\u0131l\u0131klarla ayn\u0131 esas amaca hizmet etmektedir. \u00d6zellikle e-ticaret alan\u0131nda kullan\u0131lan s\u00f6z konusu metotlar, kullan\u0131c\u0131lar\u0131n arama ge\u00e7mi\u015fleri, arama s\u00fcreleri, internet \u00fczerinde izledikleri yol vb. verileri kullanarak davran\u0131\u015flar\u0131, al\u0131\u015fkanl\u0131klar\u0131 ve ilgi alanlar\u0131na ba\u011fl\u0131 kullan\u0131c\u0131 profilleri olu\u015fturmakta ve bu \u015fekilde farkl\u0131 kullan\u0131c\u0131 profillerine y\u00f6nelik farkl\u0131 hizmetlerin sunulmas\u0131n\u0131 sa\u011flamaktad\u0131r. Taraflar aras\u0131ndaki menfaat dengesi de\u011ferlendirildi\u011finde her iki taraf da ald\u0131klar\u0131 ve sunduklar\u0131 hizmetin etkilili\u011fi ve kolayl\u0131\u011f\u0131 a\u00e7\u0131s\u0131ndan olumlu etkilenmesine kar\u015f\u0131n analize hedef al\u0131nan kullan\u0131c\u0131 izlenen ki\u015fisel verilerine ba\u011fl\u0131 olarak \u00f6zel hayat\u0131n\u0131n gizlili\u011finin ihlali ve profilleme riski ile kar\u015f\u0131 kar\u015f\u0131ya kalmaktad\u0131r. Ki\u015fisel verilerin korunmas\u0131 hususunun giderek ehemmiyetini artt\u0131rd\u0131\u011f\u0131 bir ortamda bu denli \u00f6zel hayata m\u00fcdahaleci y\u00f6ntemlerin ne kadar \u00f6l\u00e7\u00fcl\u00fc kabul edilebilece\u011fi b\u00fcy\u00fck bir soru i\u015fareti olarak varl\u0131\u011f\u0131n\u0131 korumaktad\u0131r.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1697,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-tr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retargeting ve Clickstream Profilleme Olu\u015fturur Mu? - Lege Law<\/title>\n<meta name=\"description\" content=\"Taraflar\u0131 de\u011fi\u015fmekle birlikte s\u0131n\u0131rs\u0131z bir bilgi ve hizmet ak\u0131\u015f\u0131na arac\u0131l\u0131k eden internet her saniye sa\u011flad\u0131\u011f\u0131 i\u00e7erikleri \u00e7e\u015fitlendirerek ..\" \/>\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.legelaw.com\/tr\/retargeting-ve-clickstream-profilleme-olusturur-mu\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retargeting ve Clickstream Profilleme Olu\u015fturur Mu? 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