{"id":16342,"date":"2026-10-12T10:00:00","date_gmt":"2026-10-12T10:00:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16342"},"modified":"2026-10-12T10:00:00","modified_gmt":"2026-10-12T10:00:00","slug":"vyzaduje-personalizace-vetsi-tym-a-delsi-pracovni-dobu","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/vyzaduje-personalizace-vetsi-tym-a-delsi-pracovni-dobu\/","title":{"rendered":"Vy\u017eaduje personalizace v\u011bt\u0161\u00ed t\u00fdm a del\u0161\u00ed pracovn\u00ed dobu?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Chcete personalizovat v\u00edce? Tak p\u0159ijm\u011bte dal\u0161\u00ed lidi a p\u0159ipravte se na del\u0161\u00ed ve\u010dery v kancel\u00e1\u0159i.<\/p>\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b tento p\u0159edpoklad se skr\u00fdv\u00e1 za mnoha programy personalizace. V\u00edce segment\u016f znamen\u00e1 v\u00edce pravidel pro c\u00edlov\u00e9 skupiny, kter\u00e1 je t\u0159eba definovat. V\u00edce produkt\u016f znamen\u00e1 v\u00edce voleb, kter\u00e9 je t\u0159eba u\u010dinit. V\u00edce kan\u00e1l\u016f znamen\u00e1 v\u00edce kampan\u00ed, kter\u00e9 je t\u0159eba koordinovat. Pokud se pr\u00e1ce st\u00e1le vykon\u00e1v\u00e1 ru\u010dn\u011b, \u201epersonalizace ve velk\u00e9m m\u011b\u0159\u00edtku&#8220; m\u016f\u017ee za\u010d\u00edt jednodu\u0161e znamenat v\u00edce pr\u00e1ce.<\/p>\n<p class=\"wp-block-paragraph\">Mus\u00ed ale lep\u0161\u00ed personalizace opravdu vy\u017eadovat v\u011bt\u0161\u00ed t\u00fdm a del\u0161\u00ed pracovn\u00ed dobu?<\/p>\n<p class=\"wp-block-paragraph\">Market\u00e9\u0159i u\u017e v\u011bd\u00ed, jak maj\u00ed vypadat relevantn\u00ed a personalizovan\u00e9 z\u00e1\u017eitky. Probl\u00e9mem je p\u0159ipravit jich dostate\u010dn\u00e9 mno\u017estv\u00ed. Ve zpr\u00e1v\u011b Salesforce <em>State of Marketing<\/em> z roku 2026 uvedlo 78 % market\u00e9r\u016f, \u017ee pot\u0159ebuj\u00ed v\u00edce personalizovan\u00e9ho obsahu, ne\u017e jsou v sou\u010dasnosti schopni vytv\u00e1\u0159et. Pr\u016fzkumu se z\u00fa\u010dastnilo 4450 marketingov\u00fdch specialist\u016f z cel\u00e9ho sv\u011bta.<\/p>\n<h2 class=\"wp-block-heading\">Pro\u010d tedy market\u00e9\u0159i nedok\u00e1\u017eou dod\u00e1vat dostatek takov\u00e9ho obsahu?<\/h2>\n<p class=\"wp-block-paragraph\">Market\u00e9ry nen\u00ed t\u0159eba p\u0159esv\u011bd\u010dovat o tom, \u017ee personalizace je d\u016fle\u017eit\u00e1. T\u011b\u017e\u0161\u00ed ot\u00e1zka zn\u00ed: umo\u017e\u0148uj\u00ed syst\u00e9my, kter\u00e9 pou\u017e\u00edvaj\u00ed, skute\u010dn\u011b personalizovat ve velk\u00e9m m\u011b\u0159\u00edtku a nap\u0159\u00ed\u010d v\u0161emi kontaktn\u00edmi body se z\u00e1kazn\u00edkem, ani\u017e by se personalizace zm\u011bnila v dal\u0161\u00ed ru\u010dn\u00ed \u00fakol?<\/p>\n<p class=\"wp-block-paragraph\">Vypad\u00e1 to sp\u00ed\u0161e na probl\u00e9m s realizac\u00ed ne\u017e na nedostatek n\u00e1pad\u016f. Firmy obecn\u011b v\u011bd\u00ed, jak maj\u00ed vypadat relevantn\u00ed a personalizovan\u00e9 z\u00e1\u017eitky. A\u017e p\u0159\u00edli\u0161 \u010dasto v\u0161ak n\u00e1stroje (zejm\u00e9na platformy pro marketingovou automatizaci a platformy CDP) a procesy, kter\u00e9 jim to maj\u00ed umo\u017enit, p\u0159id\u011bl\u00e1vaj\u00ed dal\u0161\u00ed pr\u00e1ci.<\/p>\n<h2 class=\"wp-block-heading\">Kdy\u017e se n\u00e1stroje pro personalizaci st\u00e1vaj\u00ed dal\u0161\u00ed z\u00e1t\u011b\u017e\u00ed<\/h2>\n<p class=\"wp-block-paragraph\">V e-commerce mohou syst\u00e9my pro marketingovou automatizaci (MA) a platformy z\u00e1kaznick\u00fdch dat (CDP) nab\u00edzet cenn\u00e9 mo\u017enosti. Samotn\u00e9 vlastnictv\u00ed t\u011bchto platforem ale neznamen\u00e1, \u017ee z\u00e1kazn\u00edci dost\u00e1vaj\u00ed skute\u010dn\u011b individu\u00e1ln\u00ed z\u00e1\u017eitky.<\/p>\n<p class=\"wp-block-paragraph\">T\u00fdm mus\u00ed i nad\u00e1le ru\u010dn\u011b vytv\u00e1\u0159et segmenty, definovat pravidla kampan\u00ed, vyb\u00edrat produkty pro jednotliv\u00e9 c\u00edlov\u00e9 skupiny a koordinovat r\u016fzn\u00e9 verze sd\u011blen\u00ed v mnoha kan\u00e1lech. V\u00fdsledkem je komplexn\u00ed syst\u00e9m, kter\u00fd market\u00e9r\u016fm usnad\u0148uje rozes\u00edl\u00e1n\u00ed v\u011bt\u0161\u00edho po\u010dtu kampan\u00ed, ale st\u00e1le vy\u017eaduje, aby lid\u00e9 rozhodovali o tom, kdo, kde a kdy uvid\u00ed konkr\u00e9tn\u00ed obsah.<\/p>\n<p class=\"wp-block-paragraph\">Je to personalizace ve velk\u00e9m m\u011b\u0159\u00edtku? Nebo jen ru\u010dn\u00ed p\u0159\u00edprava kampan\u00ed s v\u011bt\u0161\u00edm mno\u017estv\u00edm technologi\u00ed v pozad\u00ed?<\/p>\n<p class=\"wp-block-paragraph\">Segment, jako jsou \u201ez\u00e1kazn\u00edci, kte\u0159\u00ed si za posledn\u00edch \u0161est m\u011bs\u00edc\u016f koupili b\u011b\u017eeck\u00e9 boty&#8220;, m\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00fd. St\u00e1le v\u0161ak spojuje mnoho lid\u00ed do jedn\u00e9 skupiny. Jeden z\u00e1kazn\u00edk m\u016f\u017ee hledat zimn\u00ed trailov\u00e9 b\u011b\u017eeck\u00e9 boty, zat\u00edmco jin\u00fd u\u017e mo\u017en\u00e1 b\u011bhat p\u0159estal. Pokud mus\u00ed market\u00e9\u0159i p\u0159edv\u00eddat ka\u017ed\u00fd d\u016fle\u017eit\u00fd rozd\u00edl a vytv\u00e1\u0159et pro n\u011bj samostatn\u00fd segment nebo pravidlo, po\u010det v\u00fdjimek brzy p\u0159ekro\u010d\u00ed mo\u017enosti t\u00fdmu.<\/p>\n<h2 class=\"wp-block-heading\">Personalizace by se m\u011bla \u0159\u00eddit z\u00e1kazn\u00edkem, ne pl\u00e1nem marketingov\u00fdch aktivit<\/h2>\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edk nevn\u00edm\u00e1 zna\u010dku jako soubor marketingov\u00fdch kan\u00e1l\u016f. M\u016f\u017ee si prohl\u00ed\u017eet str\u00e1nku produktu, odej\u00edt bez n\u00e1kupu, pozd\u011bji otev\u0159\u00edt e-mail a pak se vr\u00e1tit prost\u0159ednictv\u00edm reklamy. Pokud se ka\u017ed\u00fd kan\u00e1l pl\u00e1nuje a optimalizuje zvl\u00e1\u0161\u0165, m\u016f\u017ee cel\u00e9 prost\u0159ed\u00ed p\u016fsobit nejednotn\u011b, i kdy\u017e ka\u017ed\u00e1 jednotliv\u00e1 interakce byla technicky vzato \u201epersonalizovan\u00e1&#8220;.<\/p>\n<p class=\"wp-block-paragraph\">Zpr\u00e1va Salesforce uv\u00e1d\u00ed, \u017ee market\u00e9\u0159i pracuj\u00ed v pr\u016fm\u011bru s 10 kan\u00e1ly. Ukazuje tak\u00e9, \u017ee individu\u00e1ln\u00ed personalizace na webov\u00fdch str\u00e1nk\u00e1ch zaost\u00e1v\u00e1 za n\u011bkter\u00fdmi jin\u00fdmi kan\u00e1ly. To vyvol\u00e1v\u00e1 d\u016fle\u017eitou ot\u00e1zku: pro\u010d by m\u011bla b\u00fdt z\u00e1kaznick\u00e1 zku\u0161enost m\u00e9n\u011b relevantn\u00ed ve chv\u00edli, kdy z\u00e1kazn\u00edk opust\u00ed svou e-mailovou schr\u00e1nku?<\/p>\n<p class=\"wp-block-paragraph\">Personalizace by m\u011bla utv\u00e1\u0159et zku\u0161enost v\u0161ude tam, kde z\u00e1kazn\u00edk se zna\u010dkou interaguje: na webov\u00fdch str\u00e1nk\u00e1ch, v e-mailech a mobiln\u00edch zpr\u00e1v\u00e1ch, v doporu\u010den\u00edch produkt\u016f i v dal\u0161\u00edch kan\u00e1lech. Konkr\u00e9tn\u00ed produkt, obsah nebo nab\u00eddka by m\u011bly odpov\u00eddat aktu\u00e1ln\u00ed situaci dan\u00e9ho \u010dlov\u011bka, nejen segmentu vytvo\u0159en\u00e9mu market\u00e9ry d\u0159\u00edve.<\/p>\n<h2 class=\"wp-block-heading\">Od ru\u010dn\u011b spravovan\u00fdch kampan\u00ed k autonomn\u00edm rozhodnut\u00edm<\/h2>\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm krokem nen\u00ed jednodu\u0161e p\u0159idat AI do st\u00e1vaj\u00edc\u00edho procesu. Jde o zm\u011bnu toho, kdo nebo co p\u0159ij\u00edm\u00e1 opakuj\u00edc\u00ed se rozhodnut\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">Autonomn\u00ed syst\u00e9m personalizace by m\u011bl vyu\u017e\u00edvat dostupn\u00e1 data o z\u00e1kazn\u00edc\u00edch a produktech k tomu, aby v re\u00e1ln\u00e9m \u010dase rozhodoval, co bude pro ka\u017ed\u00e9ho \u010dlov\u011bka nejrelevantn\u011bj\u0161\u00ed a kter\u00fd kan\u00e1l nebo okam\u017eik bude nejvhodn\u011bj\u0161\u00ed. V e-commerce to znamen\u00e1 vyb\u00edrat produkty zobrazovan\u00e9 na webu, pr\u016fb\u011b\u017en\u011b upravovat doporu\u010den\u00ed b\u011bhem prohl\u00ed\u017een\u00ed a koordinovat tyto volby s pozd\u011bj\u0161\u00edmi sd\u011blen\u00edmi.<\/p>\n<p class=\"wp-block-paragraph\">C\u00edlem by m\u011blo b\u00fdt odstranit opakuj\u00edc\u00ed se ru\u010dn\u00ed \u00fakoly, jako je vytv\u00e1\u0159en\u00ed nespo\u010dtu segment\u016f, v\u00fdb\u011br seznam\u016f produkt\u016f pro ka\u017edou kampa\u0148 a udr\u017eov\u00e1n\u00ed samostatn\u00fdch pravidel pro ka\u017ed\u00fd kan\u00e1l. Market\u00e9\u0159i by m\u011bli stanovovat c\u00edle, ur\u010dovat hranice zna\u010dky a obchodn\u00ed pravidla, zat\u00edmco syst\u00e9m by m\u011bl p\u0159ij\u00edmat individu\u00e1ln\u00ed rozhodnut\u00ed a prov\u00e1d\u011bt \u010dinnosti v souladu s t\u011bmito pokyny.<\/p>\n<p class=\"wp-block-paragraph\">Neznamen\u00e1 to zbavit lidi odpov\u011bdnosti. T\u00fdmy mus\u00ed i nad\u00e1le ur\u010dovat, jak vypadaj\u00ed dobr\u00e9 v\u00fdsledky, pe\u010dovat o z\u00e1kaznickou zku\u0161enost a sledovat v\u00fdsledky. Nem\u011bly by v\u0161ak muset ru\u010dn\u011b koordinovat ka\u017edou interakci s jednotliv\u00fdmi z\u00e1kazn\u00edky, aby byla personalizace mo\u017en\u00e1.<\/p>\n<h2 class=\"wp-block-heading\">6 ot\u00e1zek, kter\u00e9 by si market\u00e9\u0159i m\u011bli kl\u00e1st<\/h2>\n<p class=\"wp-block-paragraph\">\u00dadaj 78 %, kter\u00fd ukazuje na tuto mezeru, p\u0159ipom\u00edn\u00e1, \u017ee market\u00e9\u0159i u\u017e vn\u00edmaj\u00ed pot\u0159ebu l\u00e9pe p\u0159izp\u016fsobovat obsah c\u00edlov\u00fdm skupin\u00e1m. V\u00fdzvou je vytvo\u0159it model fungov\u00e1n\u00ed, kter\u00fd to umo\u017en\u00ed bez nutnosti vynakl\u00e1dat dal\u0161\u00ed ru\u010dn\u00ed pr\u00e1ci na ka\u017ed\u00fd segment, v\u00fdb\u011br produkt\u016f a kan\u00e1l. Zde je 6 ot\u00e1zek, kter\u00e9 by si market\u00e9\u0159i m\u011bli kl\u00e1st:<\/p>\n<ul class=\"wp-block-list\">\n<li>Personalizujeme sd\u011blen\u00ed pro jednotlivce, nebo jen rozd\u011blujeme z\u00e1kazn\u00edky do st\u00e1le v\u011bt\u0161\u00edho po\u010dtu segment\u016f?<\/li>\n<li>Kolik \u010dasu t\u00fdm v\u011bnuje ru\u010dn\u00edmu v\u00fdb\u011bru c\u00edlov\u00fdch skupin, produkt\u016f a variant kampan\u00ed?<\/li>\n<li>Dok\u00e1\u017eou na\u0161e syst\u00e9my p\u0159ij\u00edmat koordinovan\u00e1 rozhodnut\u00ed na webu, v e-mailech, mobiln\u00edch kan\u00e1lech a dal\u0161\u00edch kan\u00e1lech?<\/li>\n<li>Sni\u017euje na\u0161e platforma CDP nebo MA objem provozn\u00ed pr\u00e1ce, nebo n\u00e1m sp\u00ed\u0161e p\u0159id\u00e1v\u00e1 dal\u0161\u00ed pravidla a procesy, kter\u00e9 mus\u00edme spravovat?<\/li>\n<li>Dok\u00e1\u017eeme m\u011b\u0159it, zda byla zku\u0161enost relevantn\u00ed pro ka\u017ed\u00e9ho z\u00e1kazn\u00edka, a nejen to, zda kampa\u0148 dos\u00e1hla dobr\u00fdch pr\u016fm\u011brn\u00fdch v\u00fdsledk\u016f?<\/li>\n<li>Na co by n\u00e1\u0161 t\u00fdm vyu\u017eil u\u0161et\u0159en\u00fd \u010das, kdyby se rutinn\u00ed rozhodov\u00e1n\u00ed o personalizaci automatizovalo?<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Skute\u010dnou zkou\u0161kou nen\u00ed to, zda firma pou\u017e\u00edv\u00e1 AI, CDP nebo marketingovou automatizaci. D\u016fle\u017eit\u00e9 je, zda tyto syst\u00e9my dok\u00e1\u017eou spolupracovat, p\u0159ij\u00edmat u\u017eite\u010dn\u00e1 a relevantn\u00ed rozhodnut\u00ed o ka\u017ed\u00e9m z\u00e1kazn\u00edkovi a d\u011blat to v ka\u017ed\u00e9 f\u00e1zi jeho interakce se zna\u010dkou. V tom spo\u010d\u00edv\u00e1 skute\u010dn\u00fd rozd\u00edl mezi syst\u00e9mem CDP nebo MA a doporu\u010dovac\u00edm n\u00e1strojem zalo\u017een\u00fdm na AI.<\/p>\n<p class=\"wp-block-paragraph\">Stoj\u00ed za to zv\u00e1\u017eit jin\u00fd p\u0159\u00edstup. Seznamte se s <a href=\"https:\/\/quarticon.com\/cs\/nase-produkty\/doporuceni-zbozi\/\">doporu\u010dovac\u00edm n\u00e1strojem<\/a> Quarticona pro e-commerce, kter\u00fd autonomn\u011b funguje nap\u0159\u00ed\u010d mnoha kan\u00e1ly, jako jsou webov\u00e9 str\u00e1nky, aplikace, e-mail a dal\u0161\u00ed, a lze jej pou\u017e\u00edvat tak\u00e9 s jak\u00fdmkoli syst\u00e9mem MA \/ CDP (!).<\/p>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>Chcete personalizovat v\u00edce? Tak p\u0159ijm\u011bte dal\u0161\u00ed lidi a p\u0159ipravte se na del\u0161\u00ed ve\u010dery v kancel\u00e1\u0159i. Mus\u00ed si ale lep\u0161\u00ed personalizace opravdu vy\u017e\u00e1dat tolik pr\u00e1ce?<\/p>\n","protected":false},"author":1,"featured_media":16343,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[12,13,14],"class_list":["post-16342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-ai-maile","tag-cdp","tag-doporuceni-produktu"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16342","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=16342"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16342\/revisions"}],"predecessor-version":[{"id":16346,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16342\/revisions\/16346"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16343"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}