{"id":234374,"date":"2025-09-03T21:29:23","date_gmt":"2025-09-03T19:29:23","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234374"},"modified":"2025-09-26T11:51:49","modified_gmt":"2025-09-26T09:51:49","slug":"magnas-event-show-me-the-money-kde-v-marketingu-lezi-penize","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/magnas-event-show-me-the-money-kde-v-marketingu-lezi-penize\/","title":{"rendered":"Magnas event Show Me the Money: Kde v marketingu le\u017e\u00ed pen\u00edze?"},"content":{"rendered":"

[et_pb_section fb_built=“1″ _builder_version=“4.16″ custom_padding=“||0px|||“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.3″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ 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=“4.27.4″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ inline_fonts=“ABeeZee“ global_colors_info=“{}“]<\/p>\n

Je\u0161t\u011b ne\u017e v Cubex Centru Praha za\u010dne hlavn\u00ed program konference Brand Management 2025<\/a>, vezmeme si slovo my. V \u00fater\u00fd 30. z\u00e1\u0159\u00ed odpoledne po\u0159\u00e1d\u00e1me exkluzivn\u00ed p\u0159edkonferen\u010dn\u00ed event, kter\u00fd nab\u00eddne konkr\u00e9tn\u00ed odpov\u011bdi na to, co dnes market\u00e9\u0159i \u0159e\u0161\u00ed nejv\u00edc.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ 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=“4.27.4″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_padding=“||0px|||“ inline_fonts=“Abril Fatface“ global_colors_info=“{}“]<\/p>\n

SHOW ME THE MONEY \/ Brand vs. Performance v praxi uk\u00e1\u017ee n\u00e1\u0161 pohled na marketing, kter\u00fd p\u0159in\u00e1\u0161\u00ed v\u00fdsledky. M\u00edsto teoretick\u00fdch viz\u00ed nab\u00eddneme konkr\u00e9tn\u00ed p\u0159\u00edklady, praktick\u00e9 n\u00e1stroje a data, kter\u00e1 mluv\u00ed sama za sebe.<\/span><\/p>\n

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T\u00e9mata, kter\u00e1 nechcete minout<\/h2>\n

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Jak dnes pl\u00e1novat m\u00e9dia, kter\u00e1 dod\u00e1vaj\u00ed byznys?<\/h3>\n

Na p\u00f3diu se setkaj\u00ed Robert Ren\u010d z Magnas se Zde\u0148kem Kubenou z Knowlimits, kter\u00fd se v\u00edce ne\u017e 20 let v\u011bnuje v\u00fdzkumu a dat\u016fm v m\u00e9di\u00edch. Spole\u010dn\u011b vysv\u011btl\u00ed, pro\u010d d\u00e1vno nesta\u010d\u00ed pl\u00e1novat m\u00e9dia podle v\u00fd\u0161e slevy nebo bonusu a pro\u010d je t\u00edm prav\u00fdm kl\u00ed\u010dem k byznysu spr\u00e1vn\u011b stanoven\u00e9 marketingov\u00e1 i medi\u00e1ln\u00ed strategie. Tyto strategie pom\u00e1haj\u00ed dostat do jasn\u00fdch mantinel\u016f spr\u00e1vn\u011b poskl\u00e1dan\u00e1 data v r\u00e1mci sady insights o c\u00edlov\u00fdch skupin\u00e1ch i v\u00fdstupy z m\u011b\u0159en\u00ed efektivity m\u00e9di\u00ed i kreativy. V\u0161echny tyto informace lze propojit v r\u00e1mci n\u00e1stroj\u016f datov\u00e9ho share pointu KNOW.tools. Na konkr\u00e9tn\u00edch \u010d\u00edslech uvid\u00edte, jak se to vyplat\u00ed i v\u00e1m. Dozv\u00edte se, jak s pomoc\u00ed datov\u00fdch n\u00e1stroj\u016f, jako jsou KNOW.budget nebo KNOW.connection, navrhnout media mix, kter\u00fd nejl\u00e9pe odpov\u00edd\u00e1 obchodn\u00edm c\u00edl\u016fm zna\u010dky. A odpov\u00edme si na ot\u00e1zku, jak z dat vyt\u011b\u017eit maximum a co n\u00e1m o tom \u0159ekne metrika KNOW Power.<\/span><\/p>\n

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Spolupr\u00e1ce s agenturou: Jak na to a co za to?\u00a0<\/h3>\n

Panelov\u00e1 diskuze se otev\u0159en\u011b a s nadhledem pod\u00edv\u00e1 na vztah klient\u2013agentura. Radek Je\u017ed\u00edk (CEVRO), Milan Form\u00e1nek (marketingov\u00fd strat\u00e9g) a Petr Jel\u00ednek (Magnas) rozeberou, kdy maj\u00ed tendry smysl, co d\u011bl\u00e1 z agentury skute\u010dn\u00e9ho partnera a jak nastavit opravdu efektivn\u00ed spolupr\u00e1ci. In-house vs. extern\u011b? D\u016fv\u011bra vs. KPI? A mo\u017en\u00e1 p\u0159ijde i kouzeln\u00edk. Nechte se p\u0159ekvapit!<\/span><\/p>\n

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Destina\u010dn\u00ed marketing \u010cR: Co je na\u0161e n\u00e1rodn\u00ed zna\u010dka?\u00a0<\/h3>\n

Franti\u0161ek Reism\u00fcller z CzechTourism nab\u00eddne sv\u016fj lety prov\u011b\u0159en\u00fd vhled do toho, jak se pracuje se zna\u010dkou \u010cesk\u00e9 republiky. Zazn\u00ed konkr\u00e9tn\u00ed p\u0159\u00edklady ze zahrani\u010dn\u00edch kampan\u00ed i aktu\u00e1ln\u00ed iniciativy jako Dobr\u00e9 r\u00e1no, \u010cesko. Dotkneme se toho, jak oslovit relevantn\u00ed publikum a co dnes vlastn\u011b znamen\u00e1 n\u00e1rodn\u00ed zna\u010dka.<\/span><\/p>\n

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Brand x Performance: Pro\u010d to vlastn\u011b \u0159e\u0161\u00edme?\u00a0<\/h3>\n

Milan Form\u00e1nek, b\u00fdval\u00fd \u0161\u00e9f media networku Red Bull, dnes lektor a strat\u00e9g, se zamysl\u00ed nad rovnov\u00e1hou mezi brandem a v\u00fdkonem. Pro\u010d se nesta\u010d\u00ed jen hn\u00e1t za v\u00fdkonem a kdy se vyplat\u00ed investovat do zna\u010dky? Otev\u0159e t\u00e9ma, jak postavit strategii, kter\u00e1 funguje i bez milionov\u00fdch rozpo\u010dt\u016f. Dojde i na srovn\u00e1n\u00ed evidence-based marketingu s tradi\u010dn\u00edm p\u0159\u00edstupem.\u00a0<\/span><\/p>\n

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Zaujmout, nebo zem\u0159\u00edt: Kreativita, kter\u00e1 funguje<\/h3>\n

Josef Vojta, konzultant Magnas a pedagog V\u0160KK, n\u00e1m p\u0159ibl\u00ed\u017e\u00ed, jak spr\u00e1vn\u011b p\u0159em\u00fd\u0161let o v\u00fdvoji kreativn\u00edho konceptu, od prvotn\u00ed ideje a\u017e po fin\u00e1ln\u00ed exekuci. Uk\u00e1\u017ee, jak si cel\u00fd proces ov\u011b\u0159it a jestli m\u00e1 v\u00fdsledek \u0161anci obst\u00e1t. Na konkr\u00e9tn\u00edch datech se dozv\u00edme, co d\u011bl\u00e1 kreativu efektivn\u00ed a pro\u010d jen emoce nesta\u010d\u00ed. Proto\u017ee dobr\u00fd n\u00e1pad je sice fajn, ale funk\u010dn\u00ed koncept je lep\u0161\u00ed.<\/span><\/p>\n

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A co d\u00e1l? Po skon\u010den\u00ed programu n\u00e1s \u010dek\u00e1 neform\u00e1ln\u00ed networking u skleni\u010dky. I mimo p\u00f3dium vznik\u00e1 spousta cenn\u00fdch insight\u016f, proto si to nenechte uj\u00edt!<\/span><\/p>\n

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Show Me the Money<\/strong><\/h1>\n

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30. z\u00e1\u0159\u00ed |\u00a0 15.30 | Praha | Cubex Centrum Praha<\/strong><\/p>\n

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Kompletn\u00ed program eventu Show Me the Money najdete <\/span>tady<\/a>.<\/span>[\/et_pb_text][\/et_pb_column][et_pb_column type=“2_5″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2025\/09\/Blog_2160x1346_Show_me_the_money-980×611-2.png“ title_text=“Blog_2160x1346_Show_me_the_money-980×611″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n

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M\u00e1te z\u00e1jem o n\u00e1\u0161 event pln\u00fd praktick\u00fdch tip\u016f? Napi\u0161te n\u00e1m na <\/b>anna.kudynova@magnas.cz<\/b><\/a>. <\/b>Pro v\u00edce informac\u00ed ze sv\u011bta marketingu n\u00e1s nezapome\u0148te sledovat na\u00a0Instagramu<\/a>\u00a0\u010di\u00a0LinkedIn<\/a>.<\/strong><\/p>\n

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Je\u0161t\u011b ne\u017e v Cubex Centru Praha za\u010dne hlavn\u00ed program konference Brand Management 2025, vezmeme si slovo my. V \u00fater\u00fd 30. z\u00e1\u0159\u00ed odpoledne po\u0159\u00e1d\u00e1me exkluzivn\u00ed p\u0159edkonferen\u010dn\u00ed event, kter\u00fd nab\u00eddne konkr\u00e9tn\u00ed odpov\u011bdi na to, co dnes market\u00e9\u0159i \u0159e\u0161\u00ed nejv\u00edc.SHOW ME THE MONEY \/ Brand vs. Performance v praxi uk\u00e1\u017ee n\u00e1\u0161 pohled na marketing, kter\u00fd p\u0159in\u00e1\u0161\u00ed v\u00fdsledky. M\u00edsto […]<\/p>","protected":false},"author":2,"featured_media":234381,"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>
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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-234374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"\nMagnas event Show Me the Money: Kde v marketingu le\u017e\u00ed pen\u00edze? | 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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