{"id":226126,"date":"2024-05-27T11:49:31","date_gmt":"2024-05-27T09:49:31","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=226126"},"modified":"2024-12-16T15:45:14","modified_gmt":"2024-12-16T14:45:14","slug":"google-analytics-universal-konci-jste-pripraveni","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/google-analytics-universal-konci-jste-pripraveni\/","title":{"rendered":"Google Analytics Universal kon\u010d\u00ed. Jste p\u0159ipraveni?"},"content":{"rendered":"[et_pb_section fb_built=“1″ _builder_version=“4.16″ da_disable_devices=“off|off|off“ global_colors_info=“{}“ da_is_popup=“off“ da_exit_intent=“off“ da_has_close=“on“ da_alt_close=“off“ da_dark_close=“off“ da_not_modal=“on“ da_is_singular=“off“ da_with_loader=“off“ da_has_shadow=“on“][et_pb_row _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ min_height=“732.1px“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.24.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||2px|||“ global_colors_info=“{}“]\n

N\u00e1stup Google Analytics 4 v\u00a0roce 2023 znamen\u00e1 konec podpory p\u0159edchoz\u00ed verze GA. Pokud je\u0161t\u011b nem\u00e1te z\u00e1lohovan\u00e1 data z\u00a0GA Universal, je nejvy\u0161\u0161\u00ed \u010das se do toho pustit, abyste o n\u011b nep\u0159i\u0161li. Porad\u00edme v\u00e1m, jak na to.<\/p>\n

Data o va\u0161em webu se od 1. 7. 2023 ukl\u00e1daj\u00ed pouze do GA4, Google Analytics Universal uchov\u00e1v\u00e1\u00a0historick\u00e1 data. Spole\u010dnost Google v\u0161ak rozhodla o definitivn\u00edm odstran\u011bn\u00ed slu\u017eby GA Universal, a to k\u00a0datu 30. 6. 2024. Pokud si tedy data z\u00a0GA Universal nez\u00e1lohujete do 30. 6. 2024, definitivn\u011b o n\u011b p\u0159ijdete.<\/p>\n

 <\/p>\n

Jak na z\u00e1lohu dat z\u00a0GA Universal?<\/strong><\/p>\n

Pro men\u0161\u00ed projekt \u010di firmu m\u00e1me n\u00e1vod na jednoduch\u00e9 z\u00e1lohov\u00e1n\u00ed dat do Google Spreadsheetu nebo do Excelu. Pro v\u011bt\u0161\u00ed projekty doporu\u010dujeme z\u00e1lohovat p\u0159es API p\u0159\u00edmo do Google BigQuery.<\/p>\n

Pro vytvo\u0159en\u00ed z\u00e1lohy jd\u011bte do Google Analytics a vyhledejte \u00fa\u010det GA Universal. Najdete ho jednodu\u0161e: M\u00e1 p\u0159ed \u010d\u00edseln\u00fdm k\u00f3dem prefix \u201eUA-\u201d.\u00a0<\/p>\n

 <\/p>\n[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-vyber.png“ title_text=“ua-vyber“ align=“center“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“]

Ve sv\u00e9mu \u00fa\u010dtu GA Universal najdete v\u00a0lev\u00e9 \u010d\u00e1sti menu, kde si vyberete polo\u017eku \u201ePublikum\u201c, viz obr\u00e1zek.<\/p>[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-publika.png“ title_text=“ua-publika“ align=“center“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“]

N\u00e1sledn\u011b si vyberte \u201eP\u0159ehled\u201c. Aktu\u00e1ln\u011b jste na z\u00e1kladn\u00edm p\u0159ehledu, kter\u00fd m\u016f\u017eete z\u00e1lohovat. Nejd\u0159\u00edve si v\u00a0prav\u00e9 \u010dasti nastavte obdob\u00ed, kter\u00e9 chcete z\u00e1lohovat (nap\u0159. od 1. 1. 2017 do 30. 6. 2024). Nezapome\u0148te si vybrat, zda chcete data po dnech, t\u00fddnech \u010di m\u011bs\u00edc\u00edch. Ide\u00e1ln\u00ed je varianta po dnech a m\u011bs\u00edc\u00edch. D\u00e1le zvolte, kter\u00e9 metriky chcete exportovat (nap\u0159. Zobrazen\u00ed str\u00e1nek\/Pageview a N\u00e1v\u0161t\u011bvy\/Visits). Pot\u00e9 klikn\u011bte na tla\u010d\u00edtko \u201eexportovat\u201c a vyberte, jak\u00fd chcete v\u00fdstup (nap\u0159. .CSV).<\/p>[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-data.png“ title_text=“ua-data“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-export.png“ title_text=“ua-export“ align=“center“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“]

Fin\u00e1ln\u00ed report vypad\u00e1 takto:<\/p>[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-excel.png“ title_text=“ua-excel“ align=“center“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“]

Pokud budete data exportovat do Google Spreadsheetu, lze je n\u00e1sledn\u011b importovat do Google Looker Studia a vizualizovat je. V\u00a0p\u0159\u00edpad\u011b, \u017ee data budete p\u0159en\u00e1\u0161et do Looker Studia, je v\u00fdhodn\u011bj\u0161\u00ed exportovat data po dnech.<\/p>\n

Abyste z\u00edskali exporty dat, kter\u00e1 pot\u0159ebujete, je nutn\u00e9 pokra\u010dovat t\u00edmto zp\u016fsobem i v dal\u0161\u00edch \u010d\u00e1stech Google Analytics Universal. Nezapome\u0148te si ulo\u017eit p\u0159ehled n\u00e1v\u0161t\u011bvnosti a zobrazen\u00ed str\u00e1nek. Nen\u00ed od v\u011bci tak\u00e9 exportovat data z\u00a0\u010d\u00e1sti \u201eAkvizice\u201c, \u201eChov\u00e1n\u00ed\u201c \u010di \u201eKonverze\u201c.\u00a0 Zkr\u00e1tka se vyplat\u00ed archivovat v\u0161e, co lze. Nikdy nev\u00edte, kdy se v\u00e1m to bude hodit. <\/p>\n

M\u016f\u017ee v\u00e1m pomoci i tento video n\u00e1vod v\u00a0angli\u010dtin\u011b: https:\/\/youtu.be\/qfjjoCs81yM?si=cDD9M7loT9rvlyOp<\/a><\/p>\n

Dal\u0161\u00ed mo\u017enost\u00ed je vytv\u00e1\u0159et exporty pomoc\u00ed pluginu (https:\/\/workspace.google.com\/marketplace\/app\/api_connector\/95804724197<\/a>), kde pomoc\u00ed API p\u0159en\u00e1\u0161\u00edte data p\u0159\u00edmo do Google Spreadsheetu. Toto \u0159e\u0161en\u00ed je vhodn\u00e9 pro u\u017eivatele, kte\u0159\u00ed maj\u00ed zku\u0161enosti s\u00a0analytikou, proto\u017ee se jedn\u00e1 o slo\u017eit\u011bj\u0161\u00ed nastaven\u00ed \u2013 exporty si mus\u00edte p\u0159eddefinovat sami.<\/p>\n

 <\/p>\n

Nastaven\u00ed tohoto pluginu vypad\u00e1 nap\u0159\u00edklad takto:<\/p>[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/05\/ua-api.png“ title_text=“ua-api“ align=“center“ _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.25.1″ _module_preset=“default“ global_colors_info=“{}“]

Pro velk\u00e9 projekty doporu\u010dujeme data exportovat do BigQuery, nap\u0159\u00edklad prost\u0159ednictv\u00edm Keboola.<\/p>\n

Douf\u00e1me, \u017ee v\u00e1m tento z\u00e1kladn\u00ed n\u00e1vod pom\u016f\u017ee k\u00a0tomu, abyste nep\u0159i\u0161li o sv\u00e1 cenn\u00e1 data.<\/p>\n

 <\/p>\n

V\u00e1\u0161 MAGNAS t\u00fdm<\/em><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“kontakt“ module_id=“kontakt“ _builder_version=“4.24.1″ _module_preset=“default“ min_height=“301.5px“ custom_margin=“||-46px|||“ custom_padding=“9px|||||“ da_popup_slug=“kontakt“ da_disable_devices=“off|off|off“ global_colors_info=“{}“ theme_builder_area=“post_content“ da_is_popup=“off“ da_exit_intent=“off“ da_has_close=“on“ da_alt_close=“off“ da_dark_close=“off“ da_not_modal=“on“ da_is_singular=“off“ da_with_loader=“off“ da_has_shadow=“on“][et_pb_row _builder_version=“4.25.1″ _module_preset=“default“ theme_builder_area=“post_content“][et_pb_column _builder_version=“4.25.1″ _module_preset=“default“ type=“4_4″ theme_builder_area=“post_content“][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/02\/Linky6.png“ _builder_version=“4.25.1″ _module_preset=“default“ theme_builder_area=“post_content“ title_text=“Linky6″ hover_enabled=“0″ sticky_enabled=“0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“3_5,1_5,1_5″ _builder_version=“4.23.4″ _module_preset=“default“ min_height=“236.5px“ custom_padding=“13px||8px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“3_5″ _builder_version=“4.23.4″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2024\/02\/CTA_blue.png“ title_text=“CTA_blue“ url=“mailto:magnas@magnas.cz“ _builder_version=“4.24.1″ _module_preset=“default“ width=“20%“ custom_padding=“||0px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][\/et_pb_image][et_pb_text _builder_version=“4.24.1″ _module_preset=“default“ text_text_color=“#83899f“ text_font_size=“29px“ header_font_size=“27px“ min_height=“30.8px“ link_option_url=“mailto:magnas@magnas.cz“ global_colors_info=“{}“ theme_builder_area=“post_content“]

magnas@magnas.cz<\/strong><\/p>[\/et_pb_text][et_pb_text _builder_version=“4.24.1″ _module_preset=“default“ text_text_color=“#83899f“ text_font_size=“21px“ custom_margin=“-8px|||||“ link_option_url=“tel:+420724883759″ global_colors_info=“{}“ theme_builder_area=“post_content“]

+420 724 883 759<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.23.4″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_heading title=“P\u0159ij\u010fte k n\u00e1m“ _builder_version=“4.24.1″ _module_preset=“default“ title_level=“h5″ title_text_color=“#83899f“ title_font_size=“16px“ global_colors_info=“{}“ theme_builder_area=“post_content“][\/et_pb_heading][et_pb_text _builder_version=“4.24.1″ _module_preset=“default“ text_text_color=“#83899f“ link_option_url=“https:\/\/maps.app.goo.gl\/1LVnGHL3Cs98jPaj9″ global_colors_info=“{}“ theme_builder_area=“post_content“]

P\u0159\u00edkr\u00e1 16
147 00 Praha 4<\/p>[\/et_pb_text][et_pb_text _builder_version=“4.24.1″ _module_preset=“default“ text_text_color=“#83899f“ header_text_color=“#83899f“ global_colors_info=“{}“ theme_builder_area=“post_content“]

<\/span>MAGNAS MEDIA S.R.O.<\/strong><\/p>\n

I\u010c: 242 25 584
<\/span>DI\u010c: CZ 242 25 584<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.23.4″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_heading title=“Sledujte n\u00e1s “ _builder_version=“4.24.1″ _module_preset=“default“ title_level=“h5″ title_text_color=“#83899f“ title_font_size=“16px“ global_colors_info=“{}“ theme_builder_area=“post_content“][\/et_pb_heading][et_pb_social_media_follow follow_button=“on“ icon_color=“#9ca3af“ use_icon_font_size=“on“ icon_font_size=“14px“ _builder_version=“4.24.1″ _module_preset=“default“ custom_button=“on“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_social_media_follow_network social_network=“instagram“ url=“https:\/\/www.instagram.com\/magnas.media\/“ icon_color=“#9ca3af“ use_icon_font_size=“on“ _builder_version=“4.24.1″ _module_preset=“default“ background_enable_color=“off“ custom_button=“on“ global_colors_info=“{}“ theme_builder_area=“post_content“ follow_button=“on“ url_new_window=“on“]instagram[\/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=“facebook“ url=“http:\/\/facebook.com\/magnasmedia“ _builder_version=“4.24.1″ _module_preset=“default“ background_enable_color=“off“ global_colors_info=“{}“ theme_builder_area=“post_content“ follow_button=“on“ url_new_window=“on“]facebook[\/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=“linkedin“ url=“https:\/\/www.linkedin.com\/company\/magnascz“ _builder_version=“4.24.1″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“ follow_button=“on“ url_new_window=“on“]linkedin[\/et_pb_social_media_follow_network][\/et_pb_social_media_follow][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":"

N\u00e1stup Google Analytics 4 v\u00a0roce 2023 znamen\u00e1 konec podpory p\u0159edchoz\u00ed verze GA. Pokud je\u0161t\u011b nem\u00e1te z\u00e1lohovan\u00e1 data z\u00a0GA Universal, je nejvy\u0161\u0161\u00ed \u010das se do toho pustit, abyste o n\u011b nep\u0159i\u0161li. Porad\u00edme v\u00e1m, jak na to. Data o va\u0161em webu se od 1. 7. 2023 ukl\u00e1daj\u00ed pouze do GA4, Google Analytics Universal uchov\u00e1v\u00e1\u00a0historick\u00e1 data. Spole\u010dnost Google […]<\/p>","protected":false},"author":2,"featured_media":226127,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

P\u0159edposledn\u00ed \u00fanorov\u00fd t\u00fdden se Brno prom\u011bnilo ve zlatou lo\u010f marketingu. A my jsme u toho nemohli chyb\u011bt, zvl\u00e1\u0161t\u011b kdy\u017e jsme letos ji\u017e pot\u0159et\u00ed zaujali pozici partnera festivalu. Je\u0161t\u011b plni dojm\u016f p\u0159in\u00e1\u0161\u00edme p\u00e1r post\u0159eh\u016f z paluby i z podpalub\u00ed, kde jsme rozlo\u017eili n\u00e1\u0161 Magnas pou\u0165ov\u00fd st\u00e1nek.<\/strong>
<\/p>\n\n\n\n

Akci zah\u00e1jila \u00fatern\u00ed exkluzivn\u00ed party v pivovaru Harry, kter\u00e1 byla prvn\u00ed p\u0159\u00edle\u017eitost\u00ed k neform\u00e1ln\u00edmu networkingu. St\u0159eda pak pat\u0159ila t\u011bm, kte\u0159\u00ed to prvn\u00ed ve\u010der p\u0159\u00edli\u0161 nep\u0159ehnali a m\u011bli v kapse vstupenku na jeden z velmi \u017e\u00e1dan\u00fdch a rychlost\u00ed blesku vyprodan\u00fdch workshop\u016f. T\u00e9mata byla opravdu pestr\u00e1, od produktov\u00e9 analytiky a\u017e po vyu\u017eit\u00ed trendu na TikToku pro budov\u00e1n\u00ed zna\u010dky.<\/p>\n\n\n\n

\u010clen\u016fm na\u0161eho PPC t\u00fdmu se zada\u0159ilo z\u00fa\u010dastnit se workshopu Honzy Barto\u0161e, kter\u00fd se v\u011bnoval nastaven\u00ed strategii v\u00fdkonnostn\u00edch Facebook a Instagram reklam pro leto\u0161n\u00ed rok. V r\u00e1mci dopoledn\u00edho bloku \u0161kolen\u00ed se v\u011bnovali kl\u00ed\u010dov\u00e9mu t\u00e9matu, kter\u00fdm je p\u0159\u00edstup k aktu\u00e1ln\u00edm trend\u016fm v oblasti v\u00fdkonnostn\u00edch kampan\u00ed na META platform\u00e1ch, se zvl\u00e1\u0161tn\u00edm zam\u011b\u0159en\u00edm na m\u00f3dn\u00ed segment. Workshop od n\u00e1s dost\u00e1v\u00e1 plusov\u00e9 body za praktick\u00e9 rady, kter\u00e9 pomohou efektivn\u011bji vyu\u017e\u00edvat tyto platformy pro zv\u00fd\u0161en\u00ed v\u00fdkonu online kampan\u00ed, pota\u017emo e-shop\u016f. <\/p>\n\n\n\n

Inspirativn\u00ed pohled na problematiku brandu p\u0159inesla Anna Mejsnarov\u00e1 ve workshopu I mal\u00e1 zna\u010dka m\u016f\u017ee zaz\u00e1\u0159it. Odnesli jsme si z n\u011bj poznatek, \u017ee zna\u010dky nesm\u00ed ztr\u00e1cet odvahu se odli\u0161it, a to zvl\u00e1\u0161t\u011b dnes, kdy jsme denn\u011b vystaveni des\u00edtce tis\u00edc reklamn\u00edch sd\u011blen\u00ed.<\/p>\n\n\n\n

Workhop Svat\u00fd gr\u00e1l marketingov\u00e9 analytiky: Inkrementalita, Atribuce a MMM<\/p>\n\n\n\n

v pod\u00e1n\u00ed p\u00e1n\u016f Jaroslava Slavi\u010dinsk\u00e9ho a Marka Kobulsk\u00e9ho nab\u00eddl komplexn\u00ed vhled do kl\u00ed\u010dov\u00fdch aspekt\u016f efektivn\u00edho hodnocen\u00ed marketingov\u00fdch investic. \u00da\u010dastn\u00edci se v\u011bnovali hodnocen\u00ed brandov\u00fdch i performance aktivit, v\u010detn\u011b jejich siln\u00fdch a slab\u00fdch str\u00e1nek z pohledu implementace do re\u00e1ln\u00e9ho prost\u0159ed\u00ed. Diskutovalo se o rozd\u00edlech mezi atribu\u010dn\u00edm modelov\u00e1n\u00edm a Marketing Mix Modelingem (MMM) i o tom, jak vyhodnotit offline nebo brandovou kampa\u0148 s ohledem na sez\u00f3nu, po\u010das\u00ed, konkurenci a dal\u0161\u00ed faktory, jako jsou standardn\u00ed prodeje (baseline), a pod\u00edvali jsme se na to, jak\u00fd m\u00e1 re\u00e1ln\u00fd dopad situace, kdy nejsou podporov\u00e1ny kampan\u00ed. V\u0161e je zkr\u00e1tka o datech, kter\u00e1 v Magnas m\u00e1me r\u00e1di. Mizej\u00edc\u00edmi cookies n\u00e1s nedostanou!<\/p>\n\n\n\n

Na workshopu zam\u011b\u0159en\u00e9m na B2B a SaaS p\u0159edstavili Radek Hud\u00e1k a Lukas Mehnert na strategii kampan\u00ed Shoptetu a Smartlookum, jak se lze dostat \u201eZ 0 na 100 milion\u016f do 5 let\u201c. Ocenili jsme, \u017ee nab\u00eddli pohled na netradi\u010dn\u00ed marketingov\u00e9 kan\u00e1ly typick\u00e9 pro toto odv\u011btv\u00ed.<\/p>\n\n\n\n


Za kreativn\u00ed t\u00fdm hodnot\u00edme jako jeden z nejlep\u0161\u00edch st\u0159ede\u010dn\u00edch po\u010din\u016f workshop Marketoonisty Toma Fishburna, kter\u00fd n\u00e1m poodhalil tajemstv\u00ed techniky vizu\u00e1ln\u00edho vypr\u00e1v\u011bn\u00ed. Prakticky jsme si vyzkou\u0161eli, jak pomoc\u00ed tu\u017eky a pap\u00edru p\u0159iv\u00e9st n\u00e1pady k \u017eivotu a posl\u00e9ze je poutav\u011b odprezentovat.<\/p>\n\n\n\n

Kdo zvl\u00e1dl ve zdrav\u00ed no\u010dn\u00ed tah sp\u0159\u00e1telen\u00fdmi podniky Nov\u00fd Whisk\u00e1\u010d, 4pokoje, Bar, kter\u00fd neexistuje a bar Slast, mohl si vychutnat \u010dtvrte\u010dn\u00ed hv\u011bzdnou sestavu p\u0159edn\u00e1\u0161ej\u00edc\u00edch na celodenn\u00ed konferenci. Co n\u00e1s zaujalo?  <\/p>\n\n\n\n

Sv\u011btov\u011b uzn\u00e1van\u00e1 inov\u00e1torka a expertka v oboru Decision Science Cassie Kozyrkov osv\u011btlila vyu\u017eit\u00ed datov\u00e9 v\u011bdy v marketingu a zp\u016fsob, jak mohou data zm\u011bnit p\u0159\u00edstup firem k z\u00e1kazn\u00edk\u016fm.<\/p>\n\n\n\n

Scott Brinker z Hubspotu se zam\u011b\u0159il na v\u00fdvoj marketingov\u00fdch technologi\u00ed a na to, jak tyto n\u00e1stroje mohou pomoci marketingov\u00fdm t\u00fdm\u016fm k v\u011bt\u0161\u00ed efektivit\u011b.<\/p>\n\n\n\n

V\u00fdzkumn\u00e1 profesorka Ehrenberg-Bass Institutu na Univerzit\u011b Ji\u017en\u00ed Austr\u00e1lie Jenni Romaniuk nab\u00eddla pohled na budov\u00e1n\u00ed zna\u010dek a na to, jak v\u011bdeck\u00fd p\u0159\u00edstup k brandingu m\u016f\u017ee v\u00e9st k lep\u0161\u00edmu pochopen\u00ed z\u00e1kazn\u00edk\u016f. Je n\u00e1m ct\u00ed, \u017ee pan\u00ed profesorka v\u011bnovala Magnas svou knihu, tak\u017ee se m\u016f\u017eeme ve voln\u00fdch chv\u00edl\u00edch no\u0159it do hlubin datov\u00e9 psychologie.<\/p>\n\n\n\n

Tom Fishburne, zn\u00e1m\u00fd jako Marketoonist, uk\u00e1zal, jak\u00fdm zp\u016fsobem m\u016f\u017ee storytelling a obecn\u011b humor v marketingu zlep\u0161it zapojen\u00ed z\u00e1kazn\u00edk\u016f. Mimo jin\u00e9 zm\u00ednil, \u017ee je lep\u0161\u00ed \u017e\u00e1dn\u00e1 ne\u017e \u0161patn\u00e1 personalizace, a v tom s n\u00edm rozhodn\u011b souhlas\u00edme.<\/p>\n\n\n\n

Steen Rasmussen z IIH Nordic sd\u00edlel sv\u00e9 zku\u0161enosti s inovacemi v oblasti dat a vysv\u011btlil, jak mohou tyto inovace ovlivnit marketingov\u00e9 strategie.<\/p>\n\n\n\n

Richard Shotton, konzultant a odborn\u00edk v aplikaci behavior\u00e1ln\u00edch v\u011bd, mnoh\u00e9 p\u0159ekvapil poznatky ohledn\u011b motivac\u00ed k lidsk\u00fdm rozhodnut\u00edm a demonstroval to na moha konkr\u00e9tn\u00edch p\u0159\u00edkladech.<\/p>\n\n\n\n

Andr\u00e9 Morys, zakladatele a CEO spole\u010dnosti konversionsKRAFT, skv\u011ble uchopil t\u00e9ma P\u0159izp\u016fsob se, nebo zem\u0159i. Nabil publikum sv\u00fdm skv\u011bl\u00fdm smyslem pro humor a velmi relevantn\u00edmi post\u0159ehy. Ve zkratce: Nebojte se selhat, b\u00fdt agiln\u00ed, testovat, ov\u011b\u0159ovat, \u0159\u00eddit se daty a m\u011bnit chov\u00e1n\u00ed. V dne\u0161n\u00ed dob\u011b je to jedin\u00e1 cesta jak se prosadit a usp\u011bt.<\/p>\n\n\n\n

Po celou dobu konference jsme byli host\u016fm k dispozici na na\u0161em Magnas pou\u0165ov\u00e9m st\u00e1nku, kter\u00fd l\u00e1kal nejen na laserovou st\u0159elnici, kolo \u0161t\u011bst\u00ed a p\u00e1rky v rohl\u00edku, ale i na seri\u00f3zn\u00ed debatu ohledn\u011b \u0161\u00ed\u0159e na\u0161ich slu\u017eeb a realizovan\u00fdch projekt\u016f. B\u011bhem toho nebyl nikdo zran\u011bn, z\u00e1jemci si rozebrali v\u0161echny ply\u0161ov\u00e9 medv\u00eddky a nav\u00e1zali jsme mnoho kontakt\u016f, na jejich\u017e prohlouben\u00ed v n\u00e1sleduj\u00edc\u00edm obdob\u00ed se moc t\u011b\u0161\u00edme.<\/p>\n\n\n\n

Ze z\u00e1v\u011bre\u010dn\u00e9ho ve\u010d\u00edrku na Fl\u00e9d\u011b si toho, a\u017e na DJ Ventolina, moc nepamatujeme. U\u017e se t\u011b\u0161\u00edme na p\u0159\u00ed\u0161t\u00ed ro\u010dn\u00edk akce, kter\u00fd v dubnu 2025 bude des\u00e1t\u00fdm jubilejn\u00edm a bez pochyby nem\u00e9n\u011b vyda\u0159en\u00fdm.<\/p>\n","_et_gb_content_width":"1080","footnotes":""},"categories":[1],"tags":[],"class_list":["post-226126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"\nGoogle Analytics Universal kon\u010d\u00ed. Jste p\u0159ipraveni? | Magnas<\/title>\n<meta name=\"description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. Stav\u00edme na \u00fazk\u00e9m propojen\u00ed strategie, medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed, offline i online v\u00fdkonu, kreativn\u00edch n\u00e1pad\u016f a produkce. 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