{"id":3105,"date":"2020-09-10T13:13:49","date_gmt":"2020-09-10T11:13:49","guid":{"rendered":"https:\/\/makevision.cz\/?p=3105"},"modified":"2020-11-24T22:43:47","modified_gmt":"2020-11-24T21:43:47","slug":"zoot-pripadova-studie-segmentace-zakazniku","status":"publish","type":"post","link":"https:\/\/makevision.cz\/zoot-pripadova-studie-segmentace-zakazniku\/","title":{"rendered":"ZOOT: Jak segmentovat lidi v \u010cR podle vztahu k m\u00f3d\u011b"},"content":{"rendered":"

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Obsah p\u0159\u00edpadovky<\/h2>\n
    \n
  1. Kontext v\u00fdzkumu<\/a><\/li>\n
  2. M\u00e1me data, ale nerozum\u00edme jim<\/a><\/li>\n
  3. M\u00e1me dal\u0161\u00ed data, ale tu\u0161\u00edme, \u017ee n\u00e1m n\u011bco chyb\u00ed<\/a><\/li>\n
  4. Nalezli jsme pot\u0159ebnou hloubku<\/a><\/li>\n
  5. V\u00fdsledn\u00e1 segmentace<\/a><\/li>\n<\/ol>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“3_5″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text module_id=“kontext“ _builder_version=“4.4.8″ link_font=“||||on|||#2e0077|dotted“ ol_font_size=“14px“ header_text_color=“#332f21″ header_2_text_color=“#332f21″ background_enable_color=“off“ custom_padding_tablet=““ custom_padding_phone=“15px|15px|15px|15px|true|true“ custom_padding_last_edited=“on|phone“ link_text_color__hover_enabled=“on|hover“]<\/p>\n

    Kontext v\u00fdzkumu<\/h2>\n

    ZOOT za n\u00e1mi na za\u010d\u00e1tku roku 2019 p\u0159i\u0161el s t\u00edm, \u017ee by pot\u0159eboval ud\u011blat z\u00e1kaznickou segmentaci podle toho, jak se lid\u00e9 obl\u00e9kaj\u00ed. C\u00edlem bylo vytvo\u0159it jasn\u011b definovan\u00e9 skupiny z\u00e1kazn\u00edk\u016f, kter\u00e9 se od sebe budou li\u0161it podle toho, jak\u00fd styl obl\u00e9k\u00e1n\u00ed preferuj\u00ed.<\/span><\/p>\n

    Standardn\u011b se takov\u00e1 segmentace vytv\u00e1\u0159\u00ed bu\u010f statisticky (na z\u00e1klad\u011b z\u00e1kaznick\u00fdch dat nebo kvantitativn\u00edch v\u00fdzkum\u016f) nebo na z\u00e1klad\u011b vztahu k produktu, kter\u00fd zkoum\u00e1me v r\u00e1mci kvalitativn\u00edch v\u00fdzkum\u016f, nej\u010dast\u011bji formou online focus group.<\/span><\/p>\n

    Od za\u010d\u00e1tku tohoto projektu jsme v\u011bd\u011bli, \u017ee jdeme po vysok\u00e9 kvalit\u011b<\/strong>. Pro ZOOT, kter\u00fd se nach\u00e1zel v turbulentn\u00edm obdob\u00ed, to byl z\u00e1sadn\u00ed projekt. I proto jsme se rozhodli kombinovat r\u016fzn\u00e9 metody. U\u017e i proto, \u017ee jsme si kladli c\u00edle n\u011bkde na \u00farovni stratosf\u00e9ry:<\/span><\/p>\n

      \n
    1. Za prv\u00e9 jsme pot\u0159ebovali, aby nov\u00fd t\u00fdm ZOOTu poznal, kdo jsou jeho z\u00e1kazn\u00edci<\/strong> a pro\u010d na ZOOTu nakupuj\u00ed.<\/span><\/li>\n
    2. Dal\u0161\u00edm c\u00edlem bylo zlep\u0161en\u00ed n\u00e1kupu zbo\u017e\u00ed<\/strong>. N\u00e1kup\u010d\u00ed \u010dasto neznali lidi, pro kter\u00e9 nakupovali oble\u010den\u00ed. P\u0159edpokl\u00e1dali jsme tak\u00e9, \u017ee kdy\u017e pozn\u00e1me, co lidi, kte\u0159\u00ed nakupuj\u00ed na ZOOTu, nos\u00ed, mohli bychom nal\u00e9zt nov\u00fd sortiment, kter\u00fd by podpo\u0159il r\u016fst tr\u017eeb.<\/span><\/li>\n
    3. T\u0159et\u00edm c\u00edlem bylo vytvo\u0159it podklady pro adresn\u011bj\u0161\u00ed marketing<\/strong>, a\u0165 u\u017e v newsletterech nebo na webu.<\/span><\/li>\n<\/ol>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“3.22″ min_height=“1527px“ custom_padding=“0|0px|0px|0px|false|false“][et_pb_row admin_label=“row“ module_id=“vnimani“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ min_height=“467px“ custom_margin=“-5px|auto||auto||“ custom_padding=“||19px|||“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.7.3″ _module_preset=“1fbf569e-d6f5-4a81-9199-d012e5be41c8″ hover_enabled=“0″ sticky_enabled=“0″]<\/p>\n

      O t\u00e9to p\u0159\u00edpadovce jsme mluvili na Shopcampu. Pus\u0165te si z\u00e1znam z p\u0159edn\u00e1\u0161ky!<\/p>\n