{"id":234471,"date":"2025-10-06T20:48:29","date_gmt":"2025-10-06T18:48:29","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234471"},"modified":"2025-10-06T20:48:30","modified_gmt":"2025-10-06T18:48:30","slug":"show-me-the-money-kdyz-data-strategie-a-kreativita-tahnou-za-jeden-provaz","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/show-me-the-money-kdyz-data-strategie-a-kreativita-tahnou-za-jeden-provaz\/","title":{"rendered":"Show Me the Money: kdy\u017e data, strategie a kreativita t\u00e1hnou za jeden provaz"},"content":{"rendered":"[et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row _builder_version=&#8220;4.27.3&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;0px||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; inline_fonts=&#8220;ABeeZee&#8220; global_colors_info=&#8220;{}&#8220;]<p><strong>Je\u0161t\u011b ne\u017e se rozb\u011bhl hlavn\u00ed program konference Brand Management 2025, pat\u0159ilo p\u00f3dium v Cubex Centru Praha n\u00e1m. P\u0159edkonferen\u010dn\u00ed event Show Me the Money \/ Brand vs. Performance v praxi p\u0159inesl konkr\u00e9tn\u00ed odpov\u011bdi na ot\u00e1zky, kter\u00e9 dnes tr\u00e1p\u00ed ka\u017ed\u00e9ho market\u00e9ra: Jak pl\u00e1novat m\u00e9dia, kter\u00e1 opravdu dod\u00e1vaj\u00ed byznys? Kdy se vyplat\u00ed investovat do zna\u010dky? A jak nastavit spolupr\u00e1ci s agenturou, aby p\u0159in\u00e1\u0161ela v\u00fdsledky?<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; inline_fonts=&#8220;Abril Fatface&#8220; global_colors_info=&#8220;{}&#8220;]<h3>M\u00e9dia, kter\u00e1 vyd\u011bl\u00e1vaj\u00ed<\/h3>\n<p><span style=\"font-weight: 400;\">\u00davodn\u00ed slovo pat\u0159ilo Robertu Ren\u010dovi (Magnas) a Zde\u0148ku Kubenovi (Knowlimits), kte\u0159\u00ed uk\u00e1zali, \u017ee <strong>pl\u00e1nov\u00e1n\u00ed m\u00e9di\u00ed u\u017e d\u00e1vno nen\u00ed o intuici nebo v\u00fd\u0161i slevy<\/strong>. V dob\u011b datov\u00e9 p\u0159esnosti je t\u0159eba <strong>stav\u011bt rozpo\u010dty na re\u00e1ln\u00fdch KPI, prediktivn\u00edch modelech<\/strong> <strong>a ov\u011b\u0159en\u00fdch metrik\u00e1ch.<\/strong><\/span><\/p>\n<p><strong><\/strong><\/p>\n<p><strong>Z prezentace zazn\u011blo n\u011bkolik kl\u00ed\u010dov\u00fdch zji\u0161t\u011bn\u00ed:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">58 % zisku z reklamy poch\u00e1z\u00ed z dlouhodob\u00fdch efekt\u016f \u2013 tedy z brand marketingu, ne z kr\u00e1tkodob\u00fdch v\u00fdkonov\u00fdch kampan\u00ed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ide\u00e1ln\u00ed pom\u011br podle Binet &amp; Field: 60 % brand, 40 % performance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">TV a video z\u016fst\u00e1vaj\u00ed p\u00e1te\u0159\u00ed efektivn\u00edho medi\u00e1ln\u00edho mixu, zat\u00edmco online video a paid social rostou nejrychleji.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Zden\u011bk Kubena z\u00e1rove\u0148 uk\u00e1zal, \u017ee kl\u00ed\u010dem k efektivit\u011b kampan\u00ed dnes nen\u00ed jen z\u00e1sah, ale p\u0159edev\u0161\u00edm pozornost. P\u0159edstavil v\u00fdzkumn\u00fd <strong>projekt KNOW.attention<\/strong>, kter\u00fd sleduje, jak\u00e9 form\u00e1ty skute\u010dn\u011b udr\u017e\u00ed div\u00e1kovu pozornost \u2013 a data potvrzuj\u00ed, \u017ee velk\u00e1 \u010d\u00e1st reklam sice spl\u0148uje krit\u00e9ria viditelnosti, ale unik\u00e1 publiku.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pr\u00e1v\u011b schopnost zaujmout se tak st\u00e1v\u00e1 nov\u00fdm \u201em\u011bnov\u00fdm kurzem\u201c marketingu, jak zazn\u011blo i v hlavn\u00edm programu konference na panelu S\u00edla p\u0159ekvapen\u00ed v dob\u011b generovan\u00e9 (Triad): V \u00e9\u0159e um\u011bl\u00e9 inteligence bude schopnost <strong>p\u0159ekvapit a upoutat pozornost t\u00edm, co odli\u0161uje lidskou kreativitu od algoritm\u016f<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na to nav\u00e1zal Robert Ren\u010d, kter\u00fd uk\u00e1zal, jak lze tyto poznatky vyu\u017e\u00edt v praxi. <strong>N\u00e1stroje KNOW.tools propojuj\u00ed data o pozornosti, v\u00fdkonu m\u00e9di\u00ed i kvalit\u011b kreativy<\/strong> <strong>a umo\u017e\u0148uj\u00ed testovat vizu\u00e1ly<\/strong> je\u0161t\u011b p\u0159ed spu\u0161t\u011bn\u00edm kampan\u011b. V kombinaci s metrikou <strong>KNOW Power<\/strong> tak vznik\u00e1 syst\u00e9m, kter\u00fd dok\u00e1\u017ee p\u0159edv\u00eddat dopad kampan\u011b s p\u0159esnost\u00ed na re\u00e1ln\u00e9 obchodn\u00ed v\u00fdsledky.<\/span><\/p>\n<h3><\/h3>\n<h3>Spolupr\u00e1ce s agenturou: jak na to a co za to<\/h3>\n<p><span style=\"font-weight: 400;\">Panelov\u00e1 diskuze, kter\u00e9 se z\u00fa\u010dastnili Ad\u00e9la Krausov\u00e1 (strategick\u00e1 poradkyn\u011b), Radek Je\u017ed\u00edk (CEVRO), Milan Form\u00e1nek (marketingov\u00fd strat\u00e9g) a Petr Jel\u00ednek (Magnas), se otev\u0159en\u011b pod\u00edvala na <strong>vztah klient\u2013agentura<\/strong>. Zazn\u011bly zku\u0161enosti z obou stran \u2013 od tendr\u016f a\u017e po to, <strong>co d\u011bl\u00e1 z agentury skute\u010dn\u00e9ho partnera<\/strong>. Diskuze se dotkla i t\u00e9mat jako in-house vs. extern\u011b, d\u016fv\u011bra vs. KPI nebo nastaven\u00ed efektivn\u00ed spolupr\u00e1ce.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ad\u00e9la Krausov\u00e1 p\u0159inesla pohled dlouholet\u00e9 market\u00e9rky a strategick\u00e9 poradkyn\u011b, kter\u00e1 upozornila, \u017ee kl\u00ed\u010dem k \u00fasp\u011bchu je <strong>jasn\u00e1 komunikace a vz\u00e1jemn\u00e1 d\u016fv\u011bra<\/strong>. Milan Form\u00e1nek doplnil cennou zku\u0161enost \u201emezi\u010dl\u00e1nku\u201c, kter\u00fd zn\u00e1 agenturn\u00ed i klientskou perspektivu. P\u0159ipomn\u011bl, \u017ee <strong>nejv\u011bt\u0161\u00ed n\u00e1klady \u010dasto nevznikaj\u00ed z rozpo\u010dt\u016f<\/strong>, ale z neporozum\u011bn\u00ed a nejasn\u00fdch o\u010dek\u00e1v\u00e1n\u00ed.<\/span><span style=\"font-weight: 400;\"><\/span><\/p>\n<h3><\/h3>\n<h3>Brand x Performance: Pro\u010d to vlastn\u011b \u0159e\u0161\u00edme<\/h3>\n<p><span style=\"font-weight: 400;\">Ve sv\u00e9m samostatn\u00e9m vystoupen\u00ed Milan Form\u00e1nek vysv\u011btlil,<strong> pro\u010d by se zna\u010dka a v\u00fdkon nem\u011bly stav\u011bt proti sob\u011b<\/strong>, ale m\u011bly by j\u00edt ruku v ruce. Uk\u00e1zal, \u017ee efektivn\u00ed marketing nestoj\u00ed na milionov\u00fdch rozpo\u010dtech, ale na chytr\u00e9 strategii, kter\u00e1 dok\u00e1\u017ee rozh\u00fdbat byznys, a to i v men\u0161\u00edch firm\u00e1ch. Form\u00e1nek se pod\u00edval tak\u00e9 na mo\u017enosti, <strong>jak kombinovat brandov\u00e9 a v\u00fdkonov\u00e9 c\u00edle v jedn\u00e9 kampani,<\/strong> a p\u0159inesl p\u0159\u00edklady z praxe, kde evidence-based p\u0159\u00edstup pomohl naj\u00edt rovnov\u00e1hu mezi kreativitou a m\u011b\u0159itelnost\u00ed v\u00fdsledk\u016f.<\/span><\/p>\n<h3><\/h3>\n<h3>Destina\u010dn\u00ed marketing \u010ceska: Co je na\u0161e n\u00e1rodn\u00ed zna\u010dka<\/h3>\n<p><span style=\"font-weight: 400;\">Franti\u0161ek Reism\u00fcller z CzechTourismu p\u0159ibl\u00ed\u017eil, jak se st\u00e1tn\u00ed instituce m\u016f\u017ee inspirovat principy brand managementu. Prezentoval v\u00fdsledky glob\u00e1ln\u00edch kampan\u00ed Unexpected Traditions a Unexpected Wellbeing, kter\u00e9 oslovily des\u00edtky milion\u016f u\u017eivatel\u016f na v\u00edce ne\u017e deseti trz\u00edch.<strong> Zvl\u00e1\u0161tn\u00ed pozornost v\u011bnoval nov\u00e9 iniciativ\u011b Dobr\u00e9 r\u00e1no, \u010cesko!<\/strong>, jej\u00edm\u017e c\u00edlem je pos\u00edlit obraz zem\u011b doma i v zahrani\u010d\u00ed a spojit turismus, export a n\u00e1rodn\u00ed hrdost v jednotn\u00fd p\u0159\u00edb\u011bh \u010ceska.<\/span><\/p>\n<h3><\/h3>\n<h3>Zaujmout, nebo zem\u0159\u00edt: Kreativita, kter\u00e1 funguje<\/h3>\n<p><span style=\"font-weight: 400;\">Z\u00e1v\u011bre\u010dn\u00fd blok pat\u0159il Josefu Vojtovi, kreativn\u00edmu \u0159editeli Magnas a pedagogovi V\u0160KK, kter\u00fd na konkr\u00e9tn\u00edch p\u0159\u00edkladech <strong>uk\u00e1zal, jak poznat, \u017ee kreativn\u00ed koncept opravdu funguje<\/strong>.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Nav\u00e1zal na zji\u0161t\u011bn\u00ed z \u00favodn\u00ed prezentace Kubeny a Ren\u010de, kde zazn\u011blo, \u017ee v\u00edce ne\u017e jedna ze \u010dty\u0159 reklam vyvol\u00e1v\u00e1 men\u0161\u00ed reakci ne\u017e dvacetisekundov\u00fd film s kr\u00e1vou na pastvin\u011b. A \u017ee <strong>schopnost zaujmout a udr\u017eet pozornost je dnes jedn\u00edm z nejspolehliv\u011bj\u0161\u00edch m\u011b\u0159\u00edtek<\/strong> <strong>efektivity<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vojta se zam\u011b\u0159il na to, co z tohoto poznatku plyne pro praxi. Uk\u00e1zal, \u017ee <strong>efektivn\u00ed kreativa nevznik\u00e1 n\u00e1hodou<\/strong> a \u017ee konzistence neznamen\u00e1 nudu. \u201eKonzistentn\u00ed kreativa nen\u00ed monot\u00f3nn\u00ed opakov\u00e1n\u00ed, ale promy\u0161len\u00e9 variace na zn\u00e1m\u00e9 t\u00e9ma,\u201c vysv\u011btlil s odkazem na princip tzv. maskovan\u00e9ho opakov\u00e1n\u00ed, kdy zna\u010dka udr\u017euje rozpoznatelnost, ale st\u00e1le p\u0159ekvapuje.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u010dkoliv se Milan Form\u00e1nek a Josef Vojta p\u0159edem nedomluvili, jejich prezentace se a\u017e p\u0159ekvapiv\u011b propojily. Ka\u017ed\u00fd z jin\u00e9 perspektivy zd\u016fraznil v\u00fdznam dlouhodob\u00e9, konzistentn\u00ed a strategicky \u0159\u00edzen\u00e9 kreativity, kter\u00e1 dok\u00e1\u017ee budovat zna\u010dky i p\u0159in\u00e1\u0161et m\u011b\u0159iteln\u00e9 v\u00fdsledky.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_gallery gallery_ids=&#8220;234483,234477,234479,234480,234481,234482,234484,234485,234486,234487,234488,234489,234490,234491,234492,234493,234494,234495,234496,234497,234498,234499,234500,234501,234502,234503,234504,234505,234506&#8243; posts_number=&#8220;28&#8243; show_title_and_caption=&#8220;off&#8220; show_pagination=&#8220;off&#8220; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; sticky_enabled=&#8220;0&#8243;][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;1px|||||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<h3>A co na to n\u00e1v\u0161t\u011bvn\u00edci?<\/h3>\n<p><span style=\"font-weight: 400;\">Po celou dobu akce byl k dispozici <strong>st\u00e1nek Magnas<\/strong>, kde si \u00fa\u010dastn\u00edci mohli popov\u00eddat s\u00a0odborn\u00edky a odn\u00e9st si malou pozornost. Event Show Me the Money uk\u00e1zal, \u017ee kdy\u017e spolu mluv\u00ed data, strategie a kreativita, <strong>marketing m\u00e1 skute\u010dn\u011b p\u0159idanou hodnotu<\/strong>.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":"<p>Je\u0161t\u011b ne\u017e se rozb\u011bhl hlavn\u00ed program konference Brand Management 2025, pat\u0159ilo p\u00f3dium v Cubex Centru Praha n\u00e1m. P\u0159edkonferen\u010dn\u00ed event Show Me the Money \/ Brand vs. Performance v praxi p\u0159inesl konkr\u00e9tn\u00ed odpov\u011bdi na ot\u00e1zky, kter\u00e9 dnes tr\u00e1p\u00ed ka\u017ed\u00e9ho market\u00e9ra: Jak pl\u00e1novat m\u00e9dia, kter\u00e1 opravdu dod\u00e1vaj\u00ed byznys? Kdy se vyplat\u00ed investovat do zna\u010dky? A jak nastavit [&hellip;]<\/p>","protected":false},"author":2,"featured_media":234475,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:paragraph -->\n<p><strong>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><br><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\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.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Workhop Svat\u00fd gr\u00e1l marketingov\u00e9 analytiky: Inkrementalita, Atribuce a MMM<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><br>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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?&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>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<!-- \/wp:paragraph -->","_et_gb_content_width":"1080","footnotes":""},"categories":[1],"tags":[],"class_list":["post-234471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Show Me the Money: kdy\u017e data, strategie a kreativita t\u00e1hnou za jeden provaz | 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. 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