{"id":10123,"date":"2026-02-16T11:52:14","date_gmt":"2026-02-16T10:52:14","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=10123"},"modified":"2026-02-16T11:52:14","modified_gmt":"2026-02-16T10:52:14","slug":"poznejte-typy-zakaznickych-dat-a-promente-svuj-marketing","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/poznejte-typy-zakaznickych-dat-a-promente-svuj-marketing\/","title":{"rendered":"Poznejte typy z\u00e1kaznick\u00fdch dat a prom\u011b\u0148te v\u00e1\u0161 marketing"},"content":{"rendered":"

Dne\u0161n\u00ed marketing se to\u010d\u00ed kolem retence z\u00e1kazn\u00edk\u016f, kter\u00e9 doc\u00edl\u00edte pomoc\u00ed personalizovan\u00e9 komunikace a automatizace. Aby tyto marketingov\u00e9 procesy fungovaly, vy\u017eaduj\u00ed relevantn\u00ed z\u00e1kaznick\u00e1 data. Tento \u010dl\u00e1nek popisuje r\u016fzn\u00e9 typy dat a rad\u00ed, jak je sb\u00edrat.<\/p>\n\n\n\n

\"Mu\u017e<\/figure>\n\n\n\n

NOV\u00c1 \u00c9RA MARKETINGU<\/p>\n\n\n\n

Sou\u010dasn\u00fd sv\u011bt marketingu z\u00e1sadn\u011b obr\u00e1til sm\u011b\u0159ov\u00e1n\u00ed sm\u011brem ke st\u00e1vaj\u00edc\u00edm z\u00e1kazn\u00edk\u016fm. Vynakl\u00e1dat velk\u00e9 finan\u010dn\u00ed prost\u0159edky na akvizici z\u00e1kazn\u00edk\u016f je koneckonc\u016f riskantn\u00ed podnik \u2013 podle spole\u010dnosti Zippia toti\u017e beztak 65 % p\u0159\u00edjm\u016f poch\u00e1z\u00ed pr\u00e1v\u011b od st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

Znalost n\u00e1vyk\u016f a preferenc\u00ed z\u00e1kazn\u00edk\u016f se nyn\u00ed rovn\u00e1 zlatu, zat\u00edmco personalizovan\u00e1 komunikace, analytika a automatizace marketingu se dost\u00e1vaj\u00ed do pop\u0159ed\u00ed jako n\u00e1stroje pro retenci. Z\u00edskat p\u0159\u00edstup k t\u011bmto cenn\u00fdm poznatk\u016fm v\u0161ak vy\u017eaduje obrovsk\u00e9 mno\u017estv\u00ed z\u00e1kaznick\u00fdch dat. Poj\u010fme si o nich n\u011bco pov\u011bd\u011bt.<\/p>\n\n\n\n

TYPY DAT A ZP\u016eSOBY JEJICH SB\u011aRU<\/p>\n\n\n\n

N\u00ed\u017ee jsou uvedeny typy dat, kter\u00e9 m\u016f\u017eete shroma\u017e\u010fovat, a jak je vyu\u017e\u00edt.<\/p>\n\n\n\n

    \n
  1. Kontaktn\u00ed a osobn\u00ed \u00fadaje<\/strong>\u00a0\u00a0<\/li>\n<\/ol>\n\n\n\n

    Toto je nejz\u00e1kladn\u011bj\u0161\u00ed a nejd\u016fle\u017eit\u011bj\u0161\u00ed druh z\u00e1kaznick\u00fdch dat. Bez osobn\u00edch \u00fadaj\u016f, jako je jm\u00e9no, e-mailov\u00e1 adresa, telefonn\u00ed \u010d\u00edslo nebo adresa bydli\u0161t\u011b<\/strong>, nem\u016f\u017eete ani vytvo\u0159it profil, nato\u017e z\u00edsk\u00e1vat poznatky. Dal\u0161\u00ed \u00fadaje, nap\u0159. povol\u00e1n\u00ed nebo profily na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>mohou d\u00e1le pomoci p\u0159i personalizaci a tvorb\u011b automatiza\u010dn\u00edch sc\u00e9n\u00e1\u0159\u016f.<\/p>\n\n\n\n

    Obvykle se tyto data shroma\u017e\u010fuj\u00ed, kdy\u017e z\u00e1kazn\u00edk provede n\u00e1kup, kontaktuje z\u00e1kaznickou linku (nap\u0159. vypln\u011bn\u00edm formul\u00e1\u0159e) nebo se p\u0159ihl\u00e1s\u00ed k odb\u011bru va\u0161eho newsletteru. Pravd\u011bpodobn\u011b nejpohodln\u011bj\u0161\u00ed mo\u017enost\u00ed je v\u0161ak motivovat z\u00e1kazn\u00edky k \u00fa\u010dasti ve va\u0161em z\u00e1kaznick\u00e9m (\"v\u011brnostn\u00edm\") programu, kter\u00fd vy\u017eaduje vyplnit z\u00e1kaznick\u00fd profil.<\/p>\n\n\n\n

      \n
    1. Transak\u010dn\u00ed data<\/strong><\/li>\n<\/ol>\n\n\n\n

      Tyto zd\u00e1nliv\u011b b\u011b\u017en\u00e1, ale z\u00e1sadn\u00ed data informuj\u00ed o n\u00e1kupn\u00edch n\u00e1vyc\u00edch va\u0161ich z\u00e1kazn\u00edk\u016f a tak\u00e9 o tom, jak\u00fd typ (a frekvenci) komunikace byste m\u011bli zas\u00edlat. D\u00e1le m\u016f\u017eete shroma\u017e\u010fovat \u00fadaje o obl\u00edben\u00fdch produktech, kolekc\u00edch, zna\u010dk\u00e1ch, velikostech (oble\u010den\u00ed, boty), barv\u00e1ch, sez\u00f3nn\u00edch\/ mimosez\u00f3nn\u00edch n\u00e1kupech, atd.<\/p>\n\n\n\n

      S t\u011bmito informacemi zjist\u00edte nap\u0159. pr\u016fm\u011brnou hodnotu n\u00e1kupu, frekvenci n\u00e1kup\u016f, a t\u00edm i celo\u017eivotn\u00ed hodnotu z\u00e1kazn\u00edka (CLV)<\/strong>Pokud nav\u00edc vyu\u017e\u00edv\u00e1te doporu\u010dovac\u00ed syst\u00e9my, pot\u0159ebujete tyto data k nalezen\u00ed relevantn\u00edch produkt\u016f.<\/p>\n\n\n\n

      Existuje mnoho softwarov\u00fdch \u0159e\u0161en\u00ed, kter\u00e1 zaznamen\u00e1vaj\u00ed historii n\u00e1kup\u016f, od datab\u00e1zov\u00e9ho softwaru a\u017e po CRM. Nyn\u00ed vl\u00e1dne CDP (Customer Data Platform), kter\u00e1 automaticky shroma\u017e\u010fuje data ze v\u0161ech kan\u00e1l\u016f, kter\u00e9 va\u0161e zna\u010dka pou\u017e\u00edv\u00e1: aplikace, e-shop \u010di pokladn\u00ed syst\u00e9m kamenn\u00e9ho obchodu.<\/p>\n\n\n\n

        \n
      1. \u00dadaje o zapojen\u00ed z\u00e1kazn\u00edka<\/strong><\/li>\n<\/ol>\n\n\n\n

        N\u00e1kupy tvo\u0159\u00ed jen jednu \u010d\u00e1st z cel\u00e9 cesty z\u00e1kazn\u00edka. Ka\u017ed\u00e1 interakce, jako je aktivita na webov\u00fdch str\u00e1nk\u00e1ch, registrace, aktivita na soci\u00e1ln\u00edch s\u00edt\u00edch, recenze produkt\u016f, \u00fa\u010dast na akc\u00edch a v\u00fdzv\u00e1ch nebo reklamace<\/strong>p\u0159in\u00e1\u0161\u00ed cenn\u00e9 \u00fadaje pro automatizaci a personalizovan\u00e9 komunikaci.\u00a0<\/p>\n\n\n\n

        Kde va\u0161i z\u00e1kazn\u00edci objevili va\u0161i zna\u010dku, vyu\u017eili slu\u017ebu click & collect a kolik zanechali opu\u0161t\u011bn\u00fdch ko\u0161\u00edk\u016f? V\u0161echna tato data slou\u017e\u00ed nejen jako podklady pro komunikaci na m\u00edru, ale tak\u00e9 pro optimalizovaci va\u0161ich touchpoint\u016f (m\u00edst, kde se zna\u010dka st\u0159etne se z\u00e1kazn\u00edkem).<\/p>\n\n\n\n

          \n
        1. Komunika\u010dn\u00ed data<\/strong><\/li>\n<\/ol>\n\n\n\n

          N\u00e1zev je v\u0161e\u0159\u00edkaj\u00edc\u00ed. Ka\u017ed\u00fd e-mail, SMS, push notifikace \u010di jin\u00e1 komunikace poskytuje cenn\u00e9 poznatky o chov\u00e1n\u00ed a preferenc\u00edch z\u00e1kazn\u00edk\u016f<\/strong>. Kl\u00ed\u010dov\u00e9 metriky, kter\u00e9 budete sb\u011brem analyzovat, jsou m\u00edra prokliku, konverze, m\u00edra otev\u0159en\u00ed a po\u010det p\u0159\u00edchoz\u00edch a odchoz\u00edch komunikac\u00ed.<\/p>\n\n\n\n

          M\u016f\u017eete sledovat, jak rychle z\u00e1kazn\u00edci reaguj\u00ed na va\u0161e kampan\u011b, jak\u00e9 kan\u00e1ly \u010dasto pou\u017e\u00edvaj\u00ed nebo zda v\u016fbec otev\u00edraj\u00ed v\u00e1mi zaslan\u00e9 zpr\u00e1vy. Z toho n\u00e1sledn\u011b vypl\u00fdv\u00e1, jak \u010dasto byste m\u011bli marketingovou komunikaci pos\u00edlat, kdy je nejlep\u0161\u00ed ji pos\u00edlat a jak\u00fd kan\u00e1l m\u00e1 nejv\u011bt\u0161\u00ed \u0161anci konvertovat.<\/p>\n\n\n\n

          \u00dadaje o komunikaci obvykle ukl\u00e1d\u00e1te stejn\u00fdm softwarem, kter\u00fdm komunikaci tvo\u0159\u00edte. Pokud se ale sna\u017e\u00edte o omnichannel strategii a pou\u017e\u00edv\u00e1te v\u00edce kan\u00e1l\u016f, ka\u017ed\u00e1 kvalitn\u00ed CDP dok\u00e1\u017ee shroma\u017e\u010fovat \u00fadaje ze v\u0161ech syst\u00e9m\u016f a ukl\u00e1dat je na jednom m\u00edst\u011b pro snadn\u00e9 pou\u017eit\u00ed.<\/p>\n\n\n\n

            \n
          1. V\u011brnostn\u00ed a automatiza\u010dn\u00ed data<\/strong><\/li>\n<\/ol>\n\n\n\n

            Pokud pou\u017e\u00edv\u00e1te platformu jako CareCloud, kter\u00e1 dok\u00e1\u017ee integrovat a sjednocovat data z r\u016fzn\u00fdch syst\u00e9m\u016f, mohou v\u00e1s zaj\u00edmat i dal\u0161\u00ed z\u00e1kaznick\u00e1 data. Jeliko\u017e CareCloud umo\u017e\u0148uje vytv\u00e1\u0159et vlastn\u00ed v\u011brnostn\u00ed programy a automatiza\u010dn\u00ed sc\u00e9n\u00e1\u0159e, m\u00e1te i snadn\u00fd p\u0159\u00edstup k p\u0159idru\u017een\u00fdm dat\u016fm<\/strong>.\u00a0<\/p>\n\n\n\n

            Nap\u0159\u00edklad zp\u016fsob, jak\u00fdm z\u00e1kazn\u00edk vyu\u017e\u00edv\u00e1 vouchery a odm\u011bny, nazna\u010duje jeho m\u00edru zapojen\u00ed. Pokud je z\u00e1kazn\u00edk horliv\u00fd a aktivn\u00ed, m\u016f\u017eete zjistit jeho v\u011brnostn\u00ed status a podle toho napl\u00e1novat vz\u00e1jemnou komunikaci.<\/p>\n\n\n\n

            CareCloud m\u00e1 nav\u00edc vestav\u011bn\u00e9 aplikace pro v\u011brnostn\u00ed programy nebo automatizaci, \u010d\u00edm\u017e se st\u00e1v\u00e1 ide\u00e1ln\u00edm prost\u0159edkem sb\u011bru t\u011bchto dat.<\/p>\n\n\n\n

            CDP JE IDE\u00c1LN\u00cdM DOMOVEM PRO Z\u00c1KAZNICK\u00c1 DATA<\/p>\n\n\n\n

            CDP p\u0159edstavuj\u00ed snadn\u00fd zp\u016fsob, jak sb\u00edrat, standardizovat a ukl\u00e1dat \u00fadaje o z\u00e1kazn\u00edc\u00edch. Nav\u00edc tyto platformy dbaj\u00ed na\u0159\u00edzen\u00ed GDPR (v Evrop\u011b) a CCPA. V posledn\u00ed dob\u011b nav\u00edc raketov\u011b rostou pokuty souvisej\u00edc\u00ed s GDPR. Abyste se jim vyhnuli, je nezbytn\u00e9 z\u00e1kaznick\u00e1 data shroma\u017e\u010fovat v souladu se z\u00e1konem. Jedin\u011b tak z nich budete moci skute\u010dn\u011b t\u011b\u017eit.<\/p>\n\n\n\n

            CDP & CRM CareCloud v t\u00e9to souvislosti nab\u00edz\u00ed nejen spr\u00e1vu t\u011bchto dat, ale tak\u00e9 sadu aplikac\u00ed, kter\u00e9 pos\u00edl\u00ed v\u00e1\u0161 marketing. A\u0165 u\u017e se jedn\u00e1 o designer kampan\u00ed, automatizaci marketingu, spr\u00e1vu z\u00e1kaznick\u00fdch program\u016f nebo pokro\u010dil\u00e9 anal\u00fdzy, CareCloud je v\u00e1m k dispozici.<\/p>","protected":false},"excerpt":{"rendered":"

            Dne\u0161n\u00ed marketing se to\u010d\u00ed kolem udr\u017een\u00ed v\u011brn\u00fdch z\u00e1kazn\u00edk\u016f prost\u0159ednictv\u00edm personalizovan\u00e9 komunikace a automatizace. Abyste mohli tyto marketingov\u00e9 aktivity podpo\u0159it, mus\u00edte shroma\u017e\u010fovat relevantn\u00ed data. Tento \u010dl\u00e1nek popisuje r\u016fzn\u00e9 typy z\u00e1kaznick\u00fdch dat a zp\u016fsoby jejich z\u00edsk\u00e1v\u00e1n\u00ed. DNE\u0160N\u00cd ZAM\u011a\u0158EN\u00cd MARKETINGU V sou\u010dasn\u00e9m marketingov\u00e9m klimatu zna\u010dky m\u011bn\u00ed sv\u00e9 strategie a zam\u011b\u0159uj\u00ed se na st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky...<\/p>","protected":false},"author":9,"featured_media":10124,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[21,26,25],"class_list":["post-10123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-analysis","tag-customer-data","tag-integration"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10123","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=10123"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10123\/revisions"}],"predecessor-version":[{"id":10129,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10123\/revisions\/10129"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/10124"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=10123"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=10123"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=10123"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}