{"id":3917,"date":"2018-12-14T10:45:03","date_gmt":"2018-12-14T09:45:03","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/uniwersytet-ecommerce\/cac-w-e-commerce\/"},"modified":"2025-01-16T18:55:03","modified_gmt":"2025-01-16T18:55:03","slug":"cac-v-e-commerce","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/cac-v-e-commerce\/","title":{"rendered":"CAC v e-commerce"},"content":{"rendered":"
Modern\u00ed online anal\u00fdza umo\u017e\u0148uje sledovat chov\u00e1n\u00ed jednotliv\u00fdch z\u00e1kazn\u00edk\u016f a p\u0159\u00edmo na n\u011b zac\u00edlit reklamn\u00ed sd\u011blen\u00ed. Vyu\u017e\u00edv\u00e1te tyto mo\u017enosti? V\u00edte kolik V\u00e1s stoj\u00ed z\u00edsk\u00e1n\u00ed nov\u00e9ho z\u00e1kazn\u00edka? Jedn\u00e1 se o\u00a0velmi cenn\u00e9 informace, kter\u00e9 stoj\u00ed za srovn\u00e1n\u00ed s \u00fadaji o \u017eivotn\u00edm cyklu spot\u0159ebitel\u016f. Jen tak z\u00edsk\u00e1te p\u0159ehled, kter\u00e9 marketingov\u00e9 kan\u00e1ly jsou ty prav\u00e9 a kolik se vyplat\u00ed investovat, abyste z\u00edskali nov\u00e9ho z\u00e1kazn\u00edka. Nav\u00edc tak\u00e9 zjist\u00edte, jak\u00e9 p\u0159\u00edjmy v dan\u00e9m \u010dasov\u00e9m obdob\u00ed vygenerujete.<\/b><\/h5>\n

Jak vypo\u010d\u00edtat n\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka?<\/b><\/h4>\n

CAC (ang. <\/b>Customer Acquisition Cost<\/i><\/b>)<\/b> je ukazatel, kter\u00fd ur\u010duje n\u00e1klady na z\u00edsk\u00e1n\u00ed nov\u00e9ho z\u00e1kazn\u00edka. Jedn\u00e1 se o pod\u00edl n\u00e1klad\u016f vynalo\u017een\u00fdch na\u00a0propaga\u010dn\u00ed \u010dinnosti v pom\u011bru k po\u010dtu nov\u00fdch z\u00e1kazn\u00edk\u016f. Vypo\u010d\u00edt\u00e1te ho podle vzorce:<\/span><\/p>\n

[latex display=“true“] CAC = \\dfrac{v\u00fddaje\\: na\\: marketing\\: a\\: prodej}{po\u010det\\: nov\u00fdch\\: z\u00e1kazn\u00edk\u016f}[\/latex]<\/div>\n

Pokud nap\u0159\u00edklad investujete do reklamy na Facebooku a na Google Ads 5\u00a0000 CZK a z\u00edsk\u00e1te 10 nov\u00fdch z\u00e1kazn\u00edk\u016f bude se CAC rovnat \u010d\u00e1stce 500\u00a0CZK.<\/span><\/p>\n

Je to hodn\u011b? Z\u00e1le\u017e\u00ed za co. Hodnota CAC by m\u011bla odr\u00e1\u017eet realitu obchodu a ukazatele LTV, tedy \u017eivotn\u00ed hodnotu z\u00e1kazn\u00edka. D\u00edky LTV lze posoudit, kolik n\u00e1m z\u00e1kazn\u00edk v\u00a0dan\u00e9m \u010dase vyd\u011bl\u00e1.<\/span><\/p>\n

O \u010dem n\u00e1s ukazatel CAC informuje?<\/b><\/h4>\n

N\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka lze vypo\u010d\u00edtat tak\u00e9 pro ka\u017ed\u00fd marketingov\u00fd kan\u00e1l zvl\u00e1\u0161\u0165 \u2013 pro e-mail marketingovou kampa\u0148, Google Ads nebo reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch. Z\u00edsk\u00e1me tak p\u0159esn\u00e9 informace o tom, kter\u00e9 propaga\u010dn\u00ed kan\u00e1ly jsou efektivn\u00ed a podporuj\u00ed prodeje ve Va\u0161em e-commerce, a kter\u00e9 je t\u0159eba optimalizovat nebo \u00fapln\u011b zru\u0161it.<\/span><\/p>\n

Pokud v\u00edte, kter\u00e9 kan\u00e1ly marketingov\u00e9 komunikace ve Va\u0161\u00ed e-commerce maj\u00ed nejni\u017e\u0161\u00ed ukazatel CAC, vyplat\u00ed se zdvojn\u00e1sobit investice na jejich dal\u0161\u00ed podporu. P\u0159id\u011blen\u00ed marketingov\u00e9ho rozpo\u010dtu na kan\u00e1ly s\u00a0ni\u017e\u0161\u00ed hodnotou CAC umo\u017en\u00ed z\u00edskat v\u00edce z\u00e1kazn\u00edk\u016f, a p\u0159itom udr\u017eet pevn\u011b stanoven\u00fd rozpo\u010det.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Jak vy\u010d\u00edslit n\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka a jak zjistit, kter\u00e9 marketingov\u00e9 komunika\u010dn\u00ed kan\u00e1ly jsou nej\u00fa\u010dinn\u011bj\u0161\u00ed?<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3917","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\/3917","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=3917"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3917\/revisions"}],"predecessor-version":[{"id":16054,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3917\/revisions\/16054"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=3917"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=3917"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=3917"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}