{"id":234423,"date":"2025-09-26T17:29:41","date_gmt":"2025-09-26T15:29:41","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234423"},"modified":"2025-09-26T18:06:42","modified_gmt":"2025-09-26T16:06:42","slug":"kampan-bez-dat-je-jako-vystrel-naslepo-kde-je-bereme","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/kampan-bez-dat-je-jako-vystrel-naslepo-kde-je-bereme\/","title":{"rendered":"Kampa\u0148 bez dat je jako v\u00fdst\u0159el naslepo. Kde je bereme?"},"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||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

Kdy\u017e d\u011bl\u00e1me kampan\u011b, tr\u00e1v\u00edme dlouh\u00e9 hodiny nad kl\u00ed\u010dovou my\u0161lenkou, vizu\u00e1lem, headlinem. Ale to hlavn\u00ed\u00a0 se odehr\u00e1v\u00e1 dlouho p\u0159edt\u00edm. Je t\u0159eba pochopit c\u00edlovou skupinu. Jak\u00e9 m\u00e1 hodnoty, jak vid\u00ed sv\u011bt, co o\u010dek\u00e1v\u00e1. Bez dat by to bylo jen st\u0159\u00edlen\u00ed naslepo. D\u00edky nim v\u00edme t\u0159eba i to, \u017ee generace Z se na budoucnost d\u00edv\u00e1 sp\u00ed\u0161 kriticky ne\u017e s optimismem. A to u\u017e je insight, se kter\u00fdm se d\u00e1 pracovat.<\/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

Voln\u011b dostupn\u00e9 v\u00fdzkumy<\/h3>\n

Data daj\u00ed c\u00edlov\u00e9 skupin\u011b jasn\u00e9 obrysy a n\u00e1m jistotu, \u017ee mluv\u00edme spr\u00e1vn\u00fdm jazykem, kter\u00e9mu porozum\u00ed. Kdy\u017e pot\u0159ebujeme rychl\u00fd a p\u0159ehledn\u00fd kontext, sah\u00e1me nejd\u0159\u00edv po voln\u011b dostupn\u00fdch zdroj\u00edch. Ty sice nejsou \u0161it\u00e9 na m\u00edru konkr\u00e9tn\u00ed zna\u010dce, ale \u010dasto obsahuj\u00ed kvalitn\u00ed, reprezentativn\u00ed data, kter\u00e1 se daj\u00ed skv\u011ble vyu\u017e\u00edt p\u0159i nastavov\u00e1n\u00ed strategie nebo tvorb\u011b kreativy.<\/p>\n

<\/h3>\n

Atlas \u010cech\u016f od Behavia<\/h3>\n

Zdarma, pravideln\u011b aktualizovan\u00fd, aktu\u00e1ln\u011b postaven\u00fd na vzorku 5 000 \u010cech\u016f. Nab\u00edz\u00ed komplexn\u00ed pohled na \u010deskou populaci: \u017eivotn\u00ed styl, hodnoty, postoje, spot\u0159ebn\u00ed chov\u00e1n\u00ed i medi\u00e1ln\u00ed zvyklosti. Je to n\u00e1\u0161 v\u00fdchoz\u00ed bod, kdy\u017e chceme pochopit, \u010d\u00edm je na\u0161e c\u00edlovka specifick\u00e1 a kde se p\u0159ekr\u00fdv\u00e1 s v\u011bt\u0161inou.<\/p>\n

<\/h3>\n

Tematick\u00e9 v\u00fdzkumy<\/h3>\n

Krom\u011b obecn\u011bj\u0161\u00edch p\u0159ehled\u016f \u010dasto sledujeme i v\u00fdzkumy zam\u011b\u0159en\u00e9 na konkr\u00e9tn\u00ed t\u00e9mata nebo skupiny. P\u0159\u00edkladem je jarn\u00ed kvantitativn\u00ed v\u00fdzkum spole\u010dnosti Solvo o generaci Z. Ten jsme vyu\u017eili p\u0159i p\u0159\u00edprav\u011b kreativn\u00ed \u010d\u00e1sti kampan\u011b pro jednoho z na\u0161ich klient\u016f.<\/p>\n

<\/h3>\n

Placen\u00e9 v\u00fdzkumy a testov\u00e1n\u00ed<\/h3>\n

Kdy\u017e pot\u0159ebujeme j\u00edt v\u00edc do hloubky, spol\u00e9h\u00e1me na placen\u00e9 v\u00fdstupy, a\u0165 u\u017e formou strategick\u00fdch v\u00fdzkum\u016f zna\u010dek, nebo testov\u00e1n\u00ed konkr\u00e9tn\u00edch vizu\u00e1l\u016f, claim\u016f a storyboard\u016f. Spolupracujeme nap\u0159\u00edklad s Behaviem, kter\u00e9 n\u00e1m um\u00ed dodat cenn\u00e9 podklady pro rozhodov\u00e1n\u00ed. Pom\u00e1haj\u00ed n\u00e1m zjistit, jak si zna\u010dka stoj\u00ed na trhu, kdo ji zn\u00e1, kdo si ji spojuje s kategori\u00ed a pro\u010d si ji (ne)vyb\u00edr\u00e1. Testov\u00e1n\u00ed nav\u00edc ov\u011b\u0159uje, jestli kreativn\u00ed n\u00e1pad funguje d\u0159\u00edv, ne\u017e ho vypust\u00edme do sv\u011bta. D\u00edky tomu jsou na\u0161e kampan\u011b nejen hezk\u00e9 na pohled, ale i v\u00fdkonn\u00e9 z pohledu nastaven\u00fdch c\u00edl\u016f komunikace.<\/p>\n

<\/h3>\n

Na\u0161e vlastn\u00ed data<\/h3>\n

Vedle extern\u00edch zdroj\u016f m\u00e1me tak\u00e9 \u201evlastn\u00ed\u201c datov\u00e9 zdroje\u2019; p\u0159edev\u0161\u00edm vyu\u017e\u00edv\u00e1me siln\u00e9 z\u00e1zem\u00ed partnersk\u00e9 skupiny Knowlimits. Zde se m\u016f\u017eem op\u0159\u00edt o unik\u00e1tn\u00ed sadu n\u00e1stroj\u016f Know.tools, kter\u00e9 propojuj\u00ed lok\u00e1ln\u00ed data, single-source p\u0159\u00edstup a nov\u011b tak\u00e9 lok\u00e1ln\u00ed indexy pozornosti, a to v p\u0159\u00edm\u00e9 vazb\u011b na kl\u00ed\u010dov\u00e9 KPI, jako jsou awareness, consideration \u010di purchase intent. Metriky obohat\u00ed medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed o kvalitativn\u00ed rozm\u011br z\u00e1sahu, tak\u017ee v\u00edme nejen kolik lid\u00ed reklamu technicky zaznamenalo, ale kolik z nich j\u00ed skute\u010dn\u011b v\u011bnovalo kognitivn\u00ed kapacitu.<\/p>\n

Pro efektivn\u00ed strategie pravideln\u011b vyu\u017e\u00edv\u00e1me Competitive report, kter\u00fd n\u00e1m poskytuje p\u0159ehled o v\u00fddaj\u00edch na reklamu, strategi\u00edch obsahu, zaujet\u00ed publika a tr\u017en\u00edch trendech nap\u0159\u00ed\u010d r\u016fzn\u00fdmi platformami a typy m\u00e9di\u00ed v kategorii klienta.<\/p>\n

V neposledn\u00ed \u0159ad\u011b je to tak\u00e9 v\u00fdzkum MML-TGI (Market & Media & Lifestyle), kter\u00fd se zam\u011b\u0159uje na n\u00e1kup a spot\u0159ebu, vn\u00edm\u00e1n\u00ed m\u00e9di\u00ed, zp\u016fsob \u017eivota, hodnotov\u00fd \u017eeb\u0159\u00ed\u010dek a n\u00e1zory.<\/p>\n

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5 insight\u016f o generaci Z<\/h2>\n

Ve v\u00fdzkumu o generaci Z\u00a0n\u00e1s zaujalo p\u00e1r v\u011bc\u00ed, o kter\u00e9 se s\u00a0v\u00e1mi chceme pod\u011blit. Hod\u00ed se n\u00e1m nejen p\u0159i nastavov\u00e1n\u00ed kampan\u00ed, ale i pro b\u011b\u017enou pr\u00e1ci v\u00a0agentu\u0159e. V\u011bt\u0161ina na\u0161ich koleg\u016f toti\u017e spad\u00e1 pr\u00e1v\u011b do t\u00e9hle generace.<\/span><\/p>\n

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1. Hodnoty na prvn\u00edm m\u00edst\u011b
<\/span><\/span><\/h3>\n

P<\/span>ro generaci Z jsou d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e cokoliv jin\u00e9ho vztahy, l\u00e1ska a pocit bezpe\u010d\u00ed. Kari\u00e9ra nebo \u00fasp\u011bch jsou a\u017e na druh\u00e9m m\u00edst\u011b.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ hover_enabled=“0″ sticky_enabled=“0″ custom_padding=“0px|||||“][et_pb_column _builder_version=“4.27.4″ _module_preset=“default“ type=“4_4″][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2025\/09\/MGNS-Blog-data-1-1-1.png“ _builder_version=“4.27.4″ _module_preset=“default“ title_text=“MGNS-Blog-data-1 (1)“ hover_enabled=“0″ sticky_enabled=“0″ width=“70%“ align=“center“][\/et_pb_image][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ hover_enabled=“0″ sticky_enabled=“0″ custom_padding=“31px|||||“ width=“70%“ module_alignment=“center“]<\/p>\n

2. Budoucnost vn\u00edmaj\u00ed kriticky<\/h3>\n

Zat\u00edmco \u010d\u00e1st mlad\u00fdch v\u011b\u0159\u00ed v lep\u0161\u00ed \u010dasy, v\u00edce z nich je sp\u00ed\u0161 skeptick\u00fdch. Obavy z budoucnosti se objevuj\u00ed \u010dast\u011bji ne\u017e optimismus, a to zejm\u00e9na u \u017een.<\/span><\/p>\n

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3. Autenticita je mantra<\/b>
<\/span><\/h3>\n

B\u00fdt \u201es\u00e1m sebou\u201c je pro Gen Z z\u00e1sadn\u00ed hodnota. Ale p\u0159izn\u00e1vaj\u00ed, \u017ee tlak okol\u00ed a soci\u00e1ln\u00edch s\u00edt\u00ed je \u010dasto vede k tomu, \u017ee ob\u010das hraj\u00ed ur\u010ditou roli.<\/span><\/p>\n

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4. Pr\u00e1ce a voln\u00fd \u010das v rovnov\u00e1ze<\/b>
<\/span><\/h3>\n

Mlad\u00ed nehledaj\u00ed kari\u00e9rn\u00ed kult. Pro v\u011bt\u0161inu je d\u016fle\u017eit\u011bj\u0161\u00ed du\u0161evn\u00ed klid, flexibilita a pohoda v pr\u00e1ci ne\u017e rychl\u00fd postup nebo titul na vizitce.<\/span><\/p>\n

[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2025\/09\/MGNS-Blog-data-4-1.png“ _builder_version=“4.27.4″ _module_preset=“default“ title_text=“MGNS-Blog-data-4″ hover_enabled=“0″ sticky_enabled=“0″ width=“70%“ align=“center“][\/et_pb_image][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ hover_enabled=“0″ sticky_enabled=“0″ custom_padding=“31px|||||“ width=“70%“ module_alignment=“center“]<\/p>\n

5. Rodina u\u017e nen\u00ed samoz\u0159ejmost<\/h3>\n

<\/span>Zalo\u017een\u00ed rodiny odkl\u00e1daj\u00ed, nebo o n\u011bm n\u011bkte\u0159\u00ed neuva\u017euj\u00ed v\u016fbec. D\u016fvodem b\u00fdv\u00e1 touha po svobod\u011b, nejistota ve sv\u011bt\u011b nebo p\u0159esv\u011bd\u010den\u00ed, \u017ee na d\u011bti prost\u011b je\u0161t\u011b nen\u00ed \u201eten spr\u00e1vn\u00fd \u010das\u201c<\/span><\/p>\n

[\/et_pb_text][et_pb_image src=“https:\/\/www.magnas.cz\/wp-content\/uploads\/2025\/09\/MGNS-Blog-data-5-1.png“ _builder_version=“4.27.4″ _module_preset=“default“ title_text=“MGNS-Blog-data-5″ hover_enabled=“0″ sticky_enabled=“0″ width=“70%“ align=“center“][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ custom_padding=“||0px|||“ 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

D\u00edky t\u011bmto dat\u016fm tvo\u0159\u00edme kampan\u011b, kter\u00e9 nejsou odtr\u017een\u00e9 od reality, ale skute\u010dn\u011b reaguj\u00ed na to, co c\u00edlov\u00e9 skupiny v \u017eivot\u011b \u0159e\u0161\u00ed a co je zaj\u00edm\u00e1.<\/strong><\/p>\n

<\/blockquote>\n

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Kdy\u017e d\u011bl\u00e1me kampan\u011b, tr\u00e1v\u00edme dlouh\u00e9 hodiny nad kl\u00ed\u010dovou my\u0161lenkou, vizu\u00e1lem, headlinem. Ale to hlavn\u00ed\u00a0 se odehr\u00e1v\u00e1 dlouho p\u0159edt\u00edm. Je t\u0159eba pochopit c\u00edlovou skupinu. Jak\u00e9 m\u00e1 hodnoty, jak vid\u00ed sv\u011bt, co o\u010dek\u00e1v\u00e1. Bez dat by to bylo jen st\u0159\u00edlen\u00ed naslepo. D\u00edky nim v\u00edme t\u0159eba i to, \u017ee generace Z se na budoucnost d\u00edv\u00e1 sp\u00ed\u0161 kriticky ne\u017e […]<\/p>","protected":false},"author":2,"featured_media":234426,"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-234423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"\nKampa\u0148 bez dat je jako v\u00fdst\u0159el naslepo. Kde je bereme? | 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. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. Ka\u017ed\u00e1 organizace m\u00e1 jin\u00e9 pot\u0159eby, pom\u00e1h\u00e1me spole\u010dn\u011b nastavit ty spr\u00e1vn\u00e9 c\u00edle.\" \/>\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.magnas.cz\/en\/kampan-bez-dat-je-jako-vystrel-naslepo-kde-je-bereme\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kampa\u0148 bez dat je jako v\u00fdst\u0159el naslepo. Kde je bereme? | Magnas\" \/>\n<meta property=\"og: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. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. 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