O personalizaci se \u010dasto mluv\u00ed v kontextu kvality: Vyu\u017e\u00edvaj\u00ed zna\u010dky spr\u00e1vn\u00e1 data? Jsou doporu\u010den\u00ed relevantn\u00ed? Jsou zku\u0161enosti u\u017eite\u010dn\u00e9, a ne vt\u00edrav\u00e9? Existuje v\u0161ak je\u0161t\u011b jedna stejn\u011b d\u016fle\u017eit\u00e1 ot\u00e1zka: kolika z\u00e1kazn\u00edk\u016fm m\u016f\u017ee zna\u010dka skute\u010dn\u011b poskytovat personalizovan\u00e9 slu\u017eby?<\/p>\n
Platformy z\u00e1kaznick\u00fdch dat (CDP) jsou d\u016fle\u017eit\u00fdm n\u00e1strojem, proto\u017ee sjednocuj\u00ed informace o zn\u00e1m\u00fdch z\u00e1kazn\u00edc\u00edch. Mohou propojovat historii n\u00e1kup\u016f, chov\u00e1n\u00ed p\u0159i proch\u00e1zen\u00ed, v\u011brnostn\u00ed aktivitu, zapojen\u00ed do e-mailov\u00e9 komunikace, demografick\u00e9 \u00fadaje a odvozen\u00e9 z\u00e1jmy, aby vytvo\u0159ily \u00fapln\u011bj\u0161\u00ed profil z\u00e1kazn\u00edka. Omezen\u00ed spo\u010d\u00edv\u00e1 v tom, \u017ee tato data jsou obvykle spojena s identifikovan\u00fdmi z\u00e1kazn\u00edky – lidmi, kte\u0159\u00ed se zaregistrovali, p\u0159ihl\u00e1sili, p\u0159edplatili si slu\u017ebu nebo jin\u00fdm zp\u016fsobem poskytli zna\u010dce trvalou identitu. V ka\u017ed\u00e9m odv\u011btv\u00ed proto nemus\u00ed b\u00fdt u\u017eite\u010dn\u00e1.<\/p>\n
V mnoha e-shopech tvo\u0159\u00ed identifikovan\u00ed z\u00e1kazn\u00edci jen malou \u010d\u00e1st v\u0161ech z\u00e1kazn\u00edk\u016f (cel\u00e9 n\u00e1v\u0161t\u011bvnosti), pouze p\u0159ibli\u017en\u011b 5 %. Ostatn\u00ed n\u00e1v\u0161t\u011bvn\u00edci jsou anonymn\u00ed. St\u00e1le mohou b\u00fdt velmi aktivn\u00ed, aktivn\u011b porovn\u00e1vat produkty a b\u00fdt bl\u00edzko n\u00e1kupu, ale nemohou vyu\u017e\u00edvat pln\u00fd potenci\u00e1l z\u00e1kaznick\u00e9 zku\u0161enosti zalo\u017een\u00e9 na CDP.<\/p>\n
Budoucnost personalizace proto nespo\u010d\u00edv\u00e1 ve volb\u011b mezi relevanc\u00ed a rozsahem. Jde o poskytov\u00e1n\u00ed relevantn\u00edho obsahu ve velk\u00e9m m\u011b\u0159\u00edtku.<\/p>\n
Nejnov\u011bj\u0161\u00ed pr\u016fzkum spot\u0159ebitel\u016f, kter\u00fd spole\u010dnost Amperity provedla v r\u00e1mci Zpr\u00e1vy o priorit\u00e1ch spot\u0159ebitel\u016f pro rok 2026<\/em>, ukazuje, \u017ee na personalizaci spot\u0159ebitel\u016fm z\u00e1le\u017e\u00ed. Ze zpr\u00e1vy vypl\u00fdv\u00e1, \u017ee 93,6 % dosp\u011bl\u00fdch pova\u017euje personalizovan\u00e9 zku\u0161enosti p\u0159i v\u00fdb\u011bru zna\u010dky za alespo\u0148 do ur\u010dit\u00e9 m\u00edry d\u016fle\u017eit\u00e9. Spot\u0159ebitel\u00e9 jsou z\u00e1rove\u0148 obez\u0159etn\u00ed, kdy\u017e personalizace p\u016fsob\u00ed p\u0159ehnan\u011b nebo invazivn\u011b. V\u00edce ne\u017e polovina oce\u0148uje zna\u010dky, kter\u00e9 si pamatuj\u00ed jejich preference, zat\u00edmco mnoh\u00e9 lidi odrazuj\u00ed zku\u0161enosti vn\u00edman\u00e9 jako \u201eznepokojiv\u00e9“.<\/p>\n To vytv\u00e1\u0159\u00ed v\u00fdznamnou p\u0159\u00edle\u017eitost. Zna\u010dky mus\u00ed zv\u00fd\u0161it relevanci personalizace, ale m\u011bly by ji tak\u00e9 roz\u0161\u00ed\u0159it nad r\u00e1mec relativn\u011b mal\u00e9 skupiny p\u0159\u00edjemc\u016f zastoupen\u00e9 v jejich z\u00e1kaznick\u00fdch datab\u00e1z\u00edch<\/strong>.<\/p>\n CDP m\u016f\u017ee zna\u010dce pomoci porozum\u011bt zn\u00e1m\u00fdm z\u00e1kazn\u00edk\u016fm. Doporu\u010dovac\u00ed syst\u00e9m m\u016f\u017ee zna\u010dce pomoci reagovat na pot\u0159eby t\u00e9m\u011b\u0159 v\u0161ech.<\/p>\n Anonymn\u00ed n\u00e1v\u0161t\u011bvn\u00edci mohou dost\u00e1vat doporu\u010den\u00ed na z\u00e1klad\u011b toho, co b\u011bhem aktu\u00e1ln\u00ed relace d\u011blaj\u00ed: jak\u00e9 produkty si prohl\u00ed\u017eej\u00ed, jak\u00e9 kategorie proch\u00e1zej\u00ed, jak\u00e9 v\u00fdrazy pou\u017e\u00edvaj\u00ed p\u0159i vyhled\u00e1v\u00e1n\u00ed nebo jak\u00e9 produkty p\u0159id\u00e1vaj\u00ed do ko\u0161\u00edku. Syst\u00e9m m\u016f\u017ee vyu\u017e\u00edvat tak\u00e9 agregovan\u00e9 vzorce chov\u00e1n\u00ed, nap\u0159\u00edklad produkty, kter\u00e9 si v podobn\u00fdch kontextech prohl\u00ed\u017eeli nebo zakoupili jin\u00ed n\u00e1v\u0161t\u011bvn\u00edci.<\/p>\n P\u0159ihl\u00e1\u0161en\u00ed nen\u00ed vy\u017eadov\u00e1no. \u00dapln\u00fd profil z\u00e1kazn\u00edka nen\u00ed nutn\u00fd. Zku\u0161enost se st\u00e1v\u00e1 relevantn\u011bj\u0161\u00ed, proto\u017ee reaguje na aktu\u00e1ln\u00ed z\u00e1m\u011bry u\u017eivatele.<\/p>\n Aktu\u00e1ln\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edka je \u010dasto u\u017eite\u010dn\u011bj\u0161\u00ed ne\u017e rozs\u00e1hl\u00fd soubor historick\u00fdch dat.<\/p>\n \u010clov\u011bk, kter\u00fd si prohl\u00ed\u017e\u00ed b\u011b\u017eeckou obuv, nemus\u00ed pot\u0159ebovat doporu\u010den\u00ed zalo\u017een\u00e9 na cel\u00e9 historii z\u00e1kazn\u00edka. Nejcenn\u011bj\u0161\u00edmi sign\u00e1ly mohou b\u00fdt jednodu\u0161e typ prohl\u00ed\u017een\u00e9 obuvi, zva\u017eovan\u00e9 cenov\u00e9 rozp\u011bt\u00ed nebo produkty, kter\u00e9 jin\u00ed kupuj\u00edc\u00ed porovn\u00e1vali s t\u00edmto produktem.<\/p>\n Tento typ doporu\u010den\u00ed je \u0161k\u00e1lovateln\u00fd i srozumiteln\u00fd. Zpr\u00e1va \u201eZ\u00e1kazn\u00edci, kte\u0159\u00ed si prohl\u00ed\u017eeli tento produkt, si prohl\u00ed\u017eeli tak\u00e9 tyto produkty“ poskytuje n\u00e1v\u0161t\u011bvn\u00edkovi u\u017eite\u010dn\u00fd dal\u0161\u00ed krok, ani\u017e by nazna\u010dovala, \u017ee o n\u011bm zna\u010dka vytvo\u0159ila podrobn\u00fd profil.<\/p>\n Toto rozli\u0161en\u00ed je d\u016fle\u017eit\u00e9. C\u00edlem nen\u00ed omezit rozsah personalizace. Jde o to zp\u0159\u00edstupnit personalizaci v\u011bt\u0161\u00edmu po\u010dtu lid\u00ed a z\u00e1rove\u0148 zachovat relevanci logiky vzhledem k dan\u00e9 interakci.<\/p>\n CDP a doporu\u010dovac\u00ed syst\u00e9m by nem\u011bly b\u00fdt vn\u00edm\u00e1ny jako konkuren\u010dn\u00ed technologie. \u0158e\u0161\u00ed r\u016fzn\u00e9 aspekty v\u00fdzvy spojen\u00e9 s personalizac\u00ed.<\/p>\n CDP poskytuje znalosti o z\u00e1kazn\u00edc\u00edch v p\u0159\u00edpad\u011b zn\u00e1m\u00fdch u\u017eivatel\u016f. M\u016f\u017ee pomoci ur\u010dit preference, opr\u00e1vn\u011bn\u00ed, vylou\u010den\u00ed, historii n\u00e1kup\u016f a pravidla komunikace. To je obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9 v odv\u011btv\u00edch, jako jsou telekomunikace a bankovnictv\u00ed. V e-commerce u\u017e tomu tak v\u017edy nen\u00ed.<\/p>\n Doporu\u010dovac\u00ed syst\u00e9m p\u0159ev\u00e1d\u00ed dostupn\u00e9 sign\u00e1ly na relevantn\u00ed zku\u0161enost ve spr\u00e1vn\u00fd \u010das. M\u016f\u017ee vyu\u017e\u00edvat data z CDP, pokud jsou k dispozici, ale m\u016f\u017ee tak\u00e9 fungovat na z\u00e1klad\u011b anonymn\u00edho chov\u00e1n\u00ed a chov\u00e1n\u00ed v r\u00e1mci relace, pokud takov\u00e1 data nejsou k dispozici.<\/p>\n Toto propojen\u00ed umo\u017e\u0148uje zna\u010dk\u00e1m personalizovat zku\u0161enosti nap\u0159\u00ed\u010d celou z\u00e1kaznickou z\u00e1kladnou:<\/p>\n V\u00fdsledkem nen\u00ed men\u0161\u00ed personalizace. Je j\u00edm personalizace zahrnuj\u00edc\u00ed \u0161ir\u0161\u00ed skupinu p\u0159\u00edjemc\u016f.<\/p>\n Nej\u00fa\u010dinn\u011bj\u0161\u00ed strategie personalizace nen\u00ed ta, kter\u00e1 vyhrazuje pokro\u010dil\u00e9 zku\u0161enosti mal\u00e9mu procentu z\u00e1kazn\u00edk\u016f, kter\u00e9 zna\u010dka dok\u00e1\u017ee identifikovat. Je to strategie, kter\u00e1 u ka\u017ed\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka vyu\u017e\u00edv\u00e1 nejsiln\u011bj\u0161\u00ed dostupn\u00fd sign\u00e1l.<\/p>\n V p\u0159\u00edpad\u011b zn\u00e1m\u00fdch z\u00e1kazn\u00edk\u016f m\u016f\u017ee tento sign\u00e1l zahrnovat dlouhodob\u00e9 preference a historii n\u00e1kup\u016f. U anonymn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f j\u00edm m\u016f\u017ee b\u00fdt jejich aktu\u00e1ln\u00ed relace. \u017d\u00e1dn\u00fd z t\u011bchto p\u0159\u00edstup\u016f nen\u00ed ze sv\u00e9 podstaty lep\u0161\u00ed. Spr\u00e1vn\u00e1 volba z\u00e1vis\u00ed na kvalit\u011b, aktu\u00e1lnosti a u\u017eite\u010dnosti dostupn\u00fdch dat.<\/p>\n Doporu\u010dovac\u00ed syst\u00e9my umo\u017e\u0148uj\u00ed roz\u0161\u00ed\u0159it tento p\u0159\u00edstup na v\u00fdrazn\u011b v\u011bt\u0161\u00ed skupinu p\u0159\u00edjemc\u016f. Pom\u00e1haj\u00ed zna\u010dk\u00e1m p\u0159ej\u00edt od personalizace zalo\u017een\u00e9 na identit\u011b k personalizaci zalo\u017een\u00e9 na chov\u00e1n\u00ed, ani\u017e by \u010dekaly, a\u017e se z\u00e1kazn\u00edci zaregistruj\u00ed nebo p\u0159ihl\u00e1s\u00ed.<\/p>\n V tom dnes spo\u010d\u00edv\u00e1 \u0161ir\u0161\u00ed p\u0159\u00edle\u017eitost spojen\u00e1 s personalizac\u00ed. Zna\u010dky si nemus\u00ed vyb\u00edrat mezi mno\u017estv\u00edm z\u00e1kaznick\u00fdch dat v CDP a dosahem anonymn\u00edch zku\u0161enost\u00ed. Mohou vyu\u017e\u00edvat ob\u011b \u0159e\u0161en\u00ed: CDP k obohacen\u00ed interakc\u00ed se zn\u00e1m\u00fdmi z\u00e1kazn\u00edky a doporu\u010dovac\u00ed syst\u00e9my k zaji\u0161t\u011bn\u00ed relevance pro v\u0161echny ostatn\u00ed.<\/p>\n Personalizace ve velk\u00e9m m\u011b\u0159\u00edtku neznamen\u00e1 v\u011bd\u011bt o ka\u017ed\u00e9m z\u00e1kazn\u00edkovi \u00fapln\u011b v\u0161echno. Znamen\u00e1 to u\u010dinit ka\u017edou interakci u\u017eite\u010dn\u011bj\u0161\u00ed d\u00edky informac\u00edm dostupn\u00fdm v dan\u00fd okam\u017eik.<\/p>\n Hled\u00e1te personaliza\u010dn\u00ed syst\u00e9m pro sv\u016fj e-shop? Pod\u00edvejte se na: doporu\u010dovac\u00ed syst\u00e9m produkt\u016f<\/a> nebo si jednodu\u0161e domluvte prezentaci.<\/p>\n Po\u017e\u00e1dat o prezentaci<\/a><\/p>\n Mohlo by v\u00e1s tak\u00e9 zaj\u00edmat: \n","protected":false},"excerpt":{"rendered":" Budoucnost personalizace spo\u010d\u00edv\u00e1 v poskytov\u00e1n\u00ed relevantn\u00edho obsahu ve velk\u00e9m m\u011b\u0159\u00edtku pomoc\u00ed doporu\u010dovac\u00edch syst\u00e9m\u016f.<\/p>\n","protected":false},"author":1,"featured_media":16320,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16319","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=16319"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16319\/revisions"}],"predecessor-version":[{"id":16324,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16319\/revisions\/16324"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16320"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Hodnota okam\u017eit\u00fdch behavior\u00e1ln\u00edch sign\u00e1l\u016f<\/h2>\n
CDP a doporu\u010dovac\u00ed syst\u00e9m maj\u00ed odli\u0161n\u00e9 \u00fakoly<\/h2>\n
\n
Relevance ve velk\u00e9m m\u011b\u0159\u00edtku<\/h2>\n
– efektivita CDP<\/a>
– CDP\/MA – paradox \u010dasu<\/a><\/p>\n