{"id":8621,"date":"2019-10-28T15:31:32","date_gmt":"2019-10-28T14:31:32","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8621"},"modified":"2019-10-28T15:31:32","modified_gmt":"2019-10-28T14:31:32","slug":"jak-merit-clv","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/jak-merit-clv\/","title":{"rendered":"Jak m\u011b\u0159it CLV?"},"content":{"rendered":"

CLV (ang. Customer Lifetime Value), je ukazatel, kter\u00fd ur\u010duje \u017eivotn\u00ed cyklus z\u00e1kazn\u00edka. D\u00edky tomuto ukazateli dok\u00e1\u017eete v\u00a0praxi spo\u010d\u00edtat odhadovan\u00e9 p\u0159\u00edjmy, kter\u00e9 dan\u00fd z\u00e1kazn\u00edk b\u011bhem relace vygeneruje. Nejde samoz\u0159ejm\u011b o hodnotu v \u017eivotn\u00edm cyklu z\u00e1kazn\u00edka \u2013 to by bylo p\u0159\u00edli\u0161 slo\u017eit\u00e9. V\u00fdpo\u010det CLV v\u011bt\u0161inou vych\u00e1z\u00ed z\u00a0krat\u0161\u00edho obdob\u00ed \u2013 nap\u0159. 12 nebo 24 m\u011bs\u00edc\u016f.<\/strong><\/p>\n

Zp\u016fsoby m\u011b\u0159en\u00ed CLV<\/strong><\/p>\n

Prvn\u00ed zp\u016fsob je jednodu\u0161\u0161\u00ed a vych\u00e1z\u00ed z p\u0159edpokladu vypl\u00fdvaj\u00edc\u00edho z ji\u017e existuj\u00edc\u00edch dat o konkr\u00e9tn\u00ed relaci.\u00a0<\/span><\/p>\n

Nap\u0159\u00edklad:<\/strong><\/p>\n

V\u00edme, \u017ee hodnota n\u00e1kupu dan\u00e9ho z\u00e1kazn\u00edka je v\u00a0pr\u016fm\u011bru 50 PLN m\u011bs\u00ed\u010dn\u011b. Pokud chcete zjistit jeho hodnotu za 2 roky, vypo\u010d\u00edt\u00e1te ji podle n\u00e1sleduj\u00edc\u00edho vzorce:\u00a0\u00a0<\/span><\/p>\n

CLV = 50 (PLN) x 12 (m\u011bs\u00edc\u016f) x 2 (roky)<\/strong><\/p>\n

CLV se tedy bude rovnat 1200 PLN za 2 roky.<\/span><\/p>\n

D<\/span>al\u0161\u00ed model v\u00fdo\u010dtu CLV se soust\u0159ed\u00ed na v\u00fdnos po ode\u010dten\u00ed n\u00e1klad\u016f podnikatele (n\u00e1klady na n\u00e1kup nebo v\u00fdrobu zbo\u017e\u00ed). Na z\u00e1klad\u011b pou\u017eit\u00e9ho p\u0159\u00edkladu m\u016f\u017eeme pou\u017e\u00edt n\u00e1sleduj\u00edc\u00ed vzorec:<\/span><\/p>\n

CLV = 50 (PLN) x 12 (m\u011bs\u00edc\u016f) \u2013 17 % (mar\u017ee) x 2 (roky)<\/strong><\/p>\n

Hodnota CLV bude v\u00a0dan\u00e9m p\u0159\u00edpad\u011b rovna 996 PLN.<\/span><\/p>\n

Z\u00edskan\u00e9 hodnoty jsou velmi obecn\u00e9, a proto nemus\u00ed b\u00fdt \u00fapln\u011b p\u0159esn\u00e9. Hodnota ukazatele CLV se v praxi po\u010d\u00edt\u00e1 podle individu\u00e1ln\u00edch \u00fadaj\u016f a p\u0159edpoklad\u016f p\u0159izp\u016fsoben\u00fdch pot\u0159eb\u00e1m dan\u00e9 spole\u010dnosti.\u00a0<\/span><\/p>\n

Pro\u010d se vyplat\u00ed m\u011b\u0159it CLV?<\/strong><\/p>\n

V\u00fdpo\u010det hodnoty ukazatele CLV n\u00e1m pom\u00e1h\u00e1 u\u010dinit spr\u00e1vn\u00e1 obchodn\u00ed rozhodnut\u00ed. D\u00edky informac\u00edm o\u00a0\u017eivotn\u00edm cyklu z\u00e1kazn\u00edka dok\u00e1\u017eeme ur\u010dit v\u00fd\u0161i n\u00e1klad\u016f na z\u00edsk\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f a udr\u017een\u00ed vztah\u016f s\u00a0t\u011bmi st\u00e1vaj\u00edc\u00edmi. M\u016f\u017eeme tak nastavit maxim\u00e1ln\u00ed rozpo\u010det na reklamy PPC. P\u0159i v\u00fdpo\u010dtu hodnoty ukazatele CLV v\u0161ak nesm\u00edme zapomenout na segmentaci jednotliv\u00fdch skupin z\u00e1kazn\u00edk\u016f. Segmentace je velmi d\u016fle\u017eit\u00e1 zvl\u00e1\u0161\u0165 v\u00a0p\u0159\u00edpadech, kdy v\u00e1\u0161 internetov\u00fd obchod nab\u00edz\u00ed r\u016fznorod\u00fd sortiment.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

P\u0159e\u010dt\u011bte si \u010dl\u00e1nek a zjist\u011bte, co je indik\u00e1tor CLV, jak ho m\u011b\u0159it a pro\u010d je v\u00fdpo\u010det hodnoty indik\u00e1toru CLV pro podnik\u00e1n\u00ed tak d\u016fle\u017eit\u00fd<\/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-8621","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\/8621","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=8621"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8621\/revisions"}],"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=8621"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8621"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}