{"id":16354,"date":"2026-10-19T11:22:00","date_gmt":"2026-10-19T11:22:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16354"},"modified":"2026-10-19T11:22:00","modified_gmt":"2026-10-19T11:22:00","slug":"klaviyo-bez-tajemstvi-6-slabin-personalizace-v-klaviyo","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/klaviyo-bez-tajemstvi-6-slabin-personalizace-v-klaviyo\/","title":{"rendered":"Klaviyo bez tajemstv\u00ed. 6 slabin personalizace v Klaviyo"},"content":{"rendered":"

Pokud zva\u017eujete vyu\u017eit\u00ed Klaviyo ve sv\u00e9 e-mailov\u00e9 marketingov\u00e9 strategii, pravd\u011bpodobn\u011b \u010dasto usly\u0161\u00edte o \u201epersonalizovan\u00e9m odes\u00edl\u00e1n\u00ed 1:1 v optim\u00e1ln\u00ed \u010das“<\/strong> a \u201epersonalizaci ve velk\u00e9m m\u011b\u0159\u00edtku“<\/strong>.<\/p>\n

Zn\u00ed to slibn\u011b. Nazna\u010duje to pln\u011b individu\u00e1ln\u00ed marketing a e-maily p\u0159izp\u016fsoben\u00e9 chov\u00e1n\u00ed, z\u00e1jm\u016fm a z\u00e1m\u011br\u016fm ka\u017ed\u00e9ho z\u00e1kazn\u00edka. Je v\u0161ak d\u016fle\u017eit\u00e9 pochopit z\u00e1sadn\u00ed rozd\u00edl. Klaviyo se skv\u011ble hod\u00ed pro personalizaci zalo\u017eenou na pravidlech, nap\u0159\u00edklad kampan\u011b zam\u011b\u0159en\u00e9 na opu\u0161t\u011bn\u00e9 ko\u0161\u00edky a zpr\u00e1vy spou\u0161t\u011bn\u00e9 konkr\u00e9tn\u00edm chov\u00e1n\u00edm.<\/p>\n

Chyb\u00ed mu v\u0161ak skute\u010dn\u00e1 prediktivn\u00ed inteligence, tedy schopnost p\u0159edv\u00eddat nejlep\u0161\u00ed dal\u0161\u00ed nab\u00eddku pro ka\u017ed\u00e9ho z\u00e1kazn\u00edka d\u0159\u00edv, ne\u017e si s\u00e1m uv\u011bdom\u00ed, \u017ee ji chce. A pokud chcete zvy\u0161ovat tr\u017eby d\u00edky p\u0159esn\u011b c\u00edlen\u00fdm nab\u00eddk\u00e1m, na tomto rozd\u00edlu z\u00e1le\u017e\u00ed.<\/p>\n

Behavior\u00e1ln\u00ed spou\u0161t\u011b\u010de a prediktivn\u00ed personalizace<\/h2>\n

\u201ePersonalizace 1:1″ m\u016f\u017ee znamenat r\u016fzn\u00e9 v\u011bci. V jednom p\u0159\u00edpad\u011b dostane ka\u017ed\u00fd z\u00e1kazn\u00edk e-mail v dob\u011b, kdy na n\u011bj s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed zareaguje. V jin\u00e9m se obsah zpr\u00e1vy m\u011bn\u00ed tak, aby odr\u00e1\u017eel produkty, chov\u00e1n\u00ed nebo preference konkr\u00e9tn\u00edho \u010dlov\u011bka.<\/p>\n

Klaviyo dob\u0159e optimalizuje dobu odesl\u00e1n\u00ed. Behavior\u00e1ln\u00ed personalizace (to, co Klaviyo d\u011bl\u00e1) vych\u00e1z\u00ed ze spou\u0161t\u011b\u010d\u016f definovan\u00fdch pravidly, nap\u0159\u00edklad \u201eopu\u0161t\u011bn\u00fd ko\u0161\u00edk“ nebo \u201eprohl\u00ed\u017een\u00ed tohoto produktu“. Zpr\u00e1va odeslan\u00e1 ve spr\u00e1vn\u00fd \u010das m\u016f\u017ee st\u00e1le p\u016fsobit obecn\u011b, pokud ka\u017ed\u00fd p\u0159\u00edjemce vid\u00ed stejn\u00e9 produkty a nab\u00eddku. Smyslupln\u011bj\u0161\u00ed personalizace m\u011bn\u00ed samotn\u00fd obsah.<\/p>\n

Personalizace v Klaviyo m\u00e1 \u0161est hlavn\u00edch omezen\u00ed, kter\u00e1 br\u00e1n\u00ed poskytov\u00e1n\u00ed skute\u010dn\u011b dynamick\u00fdch doporu\u010den\u00ed p\u0159izp\u016fsoben\u00fdch jednotliv\u00fdm lidem, a to jak v e-mailech, ale p\u0159edev\u0161\u00edm na webu.<\/p>\n

6 slabin personalizace v Klaviyo<\/h2>\n

Zastaral\u00e1 doporu\u010den\u00ed zalo\u017een\u00e1 na n\u00e1kupech<\/h3>\n

Funkce \u201eDal\u0161\u00ed nejlep\u0161\u00ed produkt“ v Klaviyo vych\u00e1z\u00ed z posledn\u00edho n\u00e1kupu z\u00e1kazn\u00edka, tak\u017ee doporu\u010den\u00ed rychle ztr\u00e1c\u00ed aktu\u00e1lnost. <\/p>\n

M\u016f\u017ee se hodit p\u0159i dopl\u0148ov\u00e1n\u00ed z\u00e1sob nebo n\u00e1kupech, kter\u00e9 prob\u00edhaj\u00ed v ur\u010dit\u00e9m po\u0159ad\u00ed, ale hroz\u00ed, \u017ee bude doporu\u010dovat produkty na z\u00e1klad\u011b d\u00e1vn\u00fdch n\u00e1kup\u016f — nap\u0159\u00edklad dal\u0161\u00ed kalhoty n\u011bkolik m\u011bs\u00edc\u016f pot\u00e9, co si je n\u011bkdo koupil pouze jednou. Tento p\u0159\u00edstup nezohled\u0148uje zm\u011bny n\u00e1kupn\u00edch z\u00e1m\u011br\u016f ani z\u00e1jmy z\u00e1kazn\u00edk\u016f, kter\u00e9 se postupem \u010dasu vyv\u00edjej\u00ed.<\/p>\n

\u201eNejnov\u011bj\u0161\u00ed“ nemus\u00ed v\u017edy znamenat skute\u010dn\u011b aktu\u00e1ln\u00ed<\/h3>\n

U doporu\u010den\u00ed \u201ened\u00e1vno prohl\u00ed\u017een\u00fdch“ produkt\u016f Klaviyo zohled\u0148uje dobu od zobrazen\u00ed i<\/em> \u010detnost prohl\u00ed\u017een\u00ed. Star\u0161\u00ed, \u010dasto prohl\u00ed\u017een\u00e9 produkty se tak mohou dostat v\u00fd\u0161 ne\u017e produkt, kter\u00fd si z\u00e1kazn\u00edk prohl\u00e9dl jen jednou, ale pozd\u011bji. <\/p>\n

To znamen\u00e1, \u017ee produkt, kter\u00fd si n\u011bkdo opakovan\u011b prohl\u00ed\u017eel p\u0159ed n\u011bkolika t\u00fddny, se m\u016f\u017ee zobrazit p\u0159ed t\u00edm, kter\u00fd si pr\u00e1v\u011b prohl\u00ed\u017eel. Obdob\u00ed anal\u00fdzy je nav\u00edc pevn\u011b nastaven\u00e9 na 90 dn\u00ed. Jde o striktn\u00ed omezen\u00ed, kter\u00e9 se nep\u0159izp\u016fsobuje individu\u00e1ln\u00edm n\u00e1kupn\u00edm zvyklostem.<\/p>\n

Kolaborativn\u00ed filtrov\u00e1n\u00ed p\u0159ehl\u00ed\u017e\u00ed individu\u00e1ln\u00ed z\u00e1m\u011bry<\/h3>\n

Doporu\u010den\u00ed zalo\u017een\u00e1 na \u201eproduktech, kter\u00e9 by se z\u00e1kazn\u00edkovi mohly l\u00edbit“ vyu\u017e\u00edvaj\u00ed kolaborativn\u00ed filtrov\u00e1n\u00ed, ale modely se tr\u00e9nuj\u00ed v\u00fdhradn\u011b na datech o registrovan\u00fdch u\u017eivatel\u00edch, kte\u0159\u00ed tvo\u0159\u00ed jen \u010d\u00e1st celkov\u00e9ho provozu na webu.<\/p>\n

To vede k v\u00fdrazn\u00e9mu zkreslen\u00ed: nau\u010den\u00e9 vzorce odr\u00e1\u017eej\u00ed pouze 3-5 % n\u00e1v\u0161t\u011bvn\u00edk\u016f, kte\u0159\u00ed si zalo\u017eili \u00fa\u010det, nikoli celou skupinu lid\u00ed, kte\u0159\u00ed si web prohl\u00ed\u017eej\u00ed, v\u00e1haj\u00ed s n\u00e1kupem nebo z\u016fst\u00e1vaj\u00ed anonymn\u00ed. Tento zkreslen\u00fd soubor tr\u00e9novac\u00edch dat m\u011bn\u00ed to, co model pova\u017euje za \u201epodobn\u00e9“ chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n

Pomal\u00e9 tr\u00e9nov\u00e1n\u00ed<\/h3>\n

Kv\u016fli tomuto zkreslen\u00ed pot\u0159ebuje model mnohem v\u00edce dat a \u010dasu, aby je p\u0159ekonal. Modely kolaborativn\u00edho filtrov\u00e1n\u00ed tr\u00e9novan\u00e9 na ne\u00fapln\u00fdch datech o u\u017eivatel\u00edch pot\u0159ebuj\u00ed p\u0159ibli\u017en\u011b 20kr\u00e1t v\u00edce \u010dasu, aby se nau\u010dily u\u017eite\u010dn\u00e9 vzorce, ne\u017e modely tr\u00e9novan\u00e9 na cel\u00e9m spektru n\u00e1v\u0161t\u011bvnosti. <\/p>\n

Syst\u00e9m mus\u00ed vynalo\u017eit v\u00edce \u00fasil\u00ed na z\u00edsk\u00e1v\u00e1n\u00ed sign\u00e1l\u016f ze zkreslen\u00e9ho a p\u0159\u00edli\u0161 mal\u00e9ho souboru dat. Doporu\u010den\u00ed p\u0159itom st\u00e1le neodr\u00e1\u017eej\u00ed nejnov\u011bj\u0161\u00ed z\u00e1jmy konkr\u00e9tn\u00edho \u010dlov\u011bka. Vych\u00e1zej\u00ed z historick\u00e9 podobnosti n\u00e1kup\u016f v zkreslen\u00e9 skupin\u011b, m\u00edsto aby zohled\u0148ovala aktu\u00e1ln\u00ed z\u00e1m\u011bry jednotliv\u00fdch lid\u00ed nebo jejich chov\u00e1n\u00ed p\u0159i prohl\u00ed\u017een\u00ed webu v re\u00e1ln\u00e9m \u010dase.<\/p>\n

Obecn\u00e1 v\u00fdchoz\u00ed nastaven\u00ed pro nov\u00e9 nebo m\u00e1lo aktivn\u00ed z\u00e1kazn\u00edky<\/h3>\n

Z\u00e1kazn\u00edci s malou histori\u00ed n\u00e1kup\u016f dost\u00e1vaj\u00ed spole\u010dn\u00e1, nepersonalizovan\u00e1 v\u00fdchoz\u00ed doporu\u010den\u00ed m\u00edsto n\u00e1vrh\u016f p\u0159izp\u016fsoben\u00fdch jejich pot\u0159eb\u00e1m. Mnoho z\u00e1kazn\u00edk\u016f s chudou histori\u00ed n\u00e1kup\u016f tak dost\u00e1v\u00e1 stejn\u00e1 obecn\u00e1 doporu\u010den\u00ed, co\u017e zcela pop\u00edr\u00e1 smysl takov\u00e9 personalizace.<\/p>\n

Funguje pouze u registrovan\u00fdch u\u017eivatel\u016f<\/h3>\n

Personaliza\u010dn\u00ed n\u00e1stroj Klaviyo funguje pouze v e-mailov\u00fdch zpr\u00e1v\u00e1ch. Webov\u00e9 str\u00e1nky nezahrnuje. Jde o z\u00e1sadn\u00ed nedostatek, proto\u017ee 95-97 % n\u00e1v\u0161t\u011bvnosti webu z\u016fst\u00e1v\u00e1 p\u0159i prohl\u00ed\u017een\u00ed anonymn\u00ed a u\u017eivatel\u00e9 nejsou p\u0159ihl\u00e1\u0161en\u00ed. Vid\u00ed proto obecn\u00fd, nepersonalizovan\u00fd obsah: v\u00fdchoz\u00ed nejprod\u00e1van\u011bj\u0161\u00ed produkty v kategori\u00edch, ru\u010dn\u011b vybran\u00e1 doporu\u010den\u00ed produkt\u016f a \u0161ablonov\u00e1 rozvr\u017een\u00ed.<\/p>\n

Personalizovan\u00fd z\u00e1\u017eitek na webu z\u00edsk\u00e1 pouze 3-5 % n\u00e1v\u0161t\u011bvn\u00edk\u016f, kte\u0159\u00ed b\u011bhem relace z\u016fst\u00e1vaj\u00ed p\u0159ihl\u00e1\u0161en\u00ed. V\u0161ichni ostatn\u00ed, tedy naprost\u00e1 v\u011bt\u0161ina potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, pou\u017e\u00edvaj\u00ed web, kter\u00fd vypad\u00e1 pro ka\u017ed\u00e9ho stejn\u011b a nepokou\u0161\u00ed se p\u0159izp\u016fsobit doporu\u010den\u00ed, nab\u00eddky ani obsah jejich individu\u00e1ln\u00edmu chov\u00e1n\u00ed \u010di z\u00e1m\u011br\u016fm.<\/p>\n

Shrnut\u00ed<\/h2>\n

Silnou str\u00e1nkou Klaviyo je personalizace zalo\u017een\u00e1 na pravidlech a spou\u0161t\u011b\u010d\u00edch. Kampan\u011b zam\u011b\u0159en\u00e9 na opu\u0161t\u011bn\u00e9 ko\u0161\u00edky, zpr\u00e1vy po n\u00e1kupu a behavior\u00e1ln\u00ed segmenty funguj\u00ed dob\u0159e. Skute\u010dn\u00e1 personalizace 1:1 ve velk\u00e9m m\u011b\u0159\u00edtku v\u0161ak vy\u017eaduje prediktivn\u00ed modely: syst\u00e9my, kter\u00e9 p\u0159edv\u00eddaj\u00ed, co bude ka\u017ed\u00fd z\u00e1kazn\u00edk pot\u0159ebovat jako dal\u0161\u00ed, m\u00edsto aby pouze reagovaly na jeho dosavadn\u00ed \u010dinnost.<\/p>\n

Firmy by m\u011bly tento rozd\u00edl vz\u00edt v \u00favahu, pokud cht\u011bj\u00ed p\u0159ekro\u010dit r\u00e1mec segmentace a zam\u011b\u0159it se na individu\u00e1ln\u011bj\u0161\u00ed marketing. Doporu\u010dujeme:
– pro personalizaci na webu pou\u017e\u00edvat pouze n\u00e1stroje pro doporu\u010dov\u00e1n\u00ed<\/a>, kter\u00e9 pokr\u00fdvaj\u00ed 100 % n\u00e1v\u0161t\u011bvnosti, nikoli pouze 3-5 %
– u personalizace e-mail\u016f zv\u00e1\u017eit dal\u0161\u00ed, autonomn\u00ed vrstvu personalizace od Quarticonu: Living Emails<\/a>, kter\u00e1 bezprobl\u00e9mov\u011b spolupracuje s Klaviyo, a to i bez jak\u00e9koli integrace.<\/p>\n

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Personalizace v Klaviyo m\u00e1 6 hlavn\u00edch omezen\u00ed, kter\u00e1 znemo\u017e\u0148uj\u00ed poskytovat skute\u010dn\u011b dynamick\u00e1 doporu\u010den\u00ed p\u0159izp\u016fsoben\u00e1 jednotliv\u00fdm lidem<\/p>\n","protected":false},"author":1,"featured_media":16355,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16354","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\/16354","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=16354"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16354\/revisions"}],"predecessor-version":[{"id":16356,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16354\/revisions\/16356"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16355"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}