[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.hellp.cz\/dnesni-cesta-za-rozhodnutim-zakaznika-je-prilis-komplexni-ovsem-umela-inteligence-muze-pomoci\/#Article","mainEntityOfPage":"https:\/\/www.hellp.cz\/dnesni-cesta-za-rozhodnutim-zakaznika-je-prilis-komplexni-ovsem-umela-inteligence-muze-pomoci\/","headline":"Dne\u0161n\u00ed cesta za rozhodnut\u00edm z\u00e1kazn\u00edka je p\u0159\u00edli\u0161 komplexn\u00ed, ov\u0161em um\u011bl\u00e1 inteligence m\u016f\u017ee pomoci","name":"Dne\u0161n\u00ed cesta za rozhodnut\u00edm z\u00e1kazn\u00edka je p\u0159\u00edli\u0161 komplexn\u00ed, ov\u0161em um\u011bl\u00e1 inteligence m\u016f\u017ee pomoci","description":"M\u00fdtus: \u201eSpot\u0159ebitelsk\u00e1 cesta nen\u00ed tak komplexn\u00ed, jak ji n\u011bkte\u0159\u00ed l\u00ed\u010d\u00ed.\u201c Jedna v\u011bc je jist\u00e1 \u2013 spot\u0159ebitelsk\u00e1 cesta za rozhodnut\u00edm je daleko v\u00edce komplexn\u00ed ne\u017e kdykoliv p\u0159edt\u00edm. Pr\u016fm\u011brn\u00fd spot\u0159ebitel nyn\u00ed vlastn\u00ed od t\u0159\u00ed do \u010dty\u0159 za\u0159\u00edzen\u00ed a pou\u017e\u00edv\u00e1 hned n\u011bkolik on-line a off-line kan\u00e1l\u016f skrze cel\u00fd jejich proces nakupov\u00e1n\u00ed. Hra se m\u011bn\u00ed a market\u00e9\u0159i se \u010d\u00edm d\u00e1l v\u00edce obracej\u00ed na um\u011blou inteligenci, agentury a data, aby jim pomohli navigovat se nov\u00fdm...","datePublished":"2020-02-17","dateModified":"2020-02-17","author":{"@type":"Person","@id":"https:\/\/www.hellp.cz\/author\/#Person","name":"","url":"https:\/\/www.hellp.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/383247cd769f7ac317a5bcda943ec48a3c79d996598ae4564ec21a0e178126d1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/383247cd769f7ac317a5bcda943ec48a3c79d996598ae4564ec21a0e178126d1?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"hellp.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.hellp.cz\/dnesni-cesta-za-rozhodnutim-zakaznika-je-prilis-komplexni-ovsem-umela-inteligence-muze-pomoci\/","wordCount":668,"articleBody":"M\u00fdtus: \u201eSpot\u0159ebitelsk\u00e1 cesta nen\u00ed tak komplexn\u00ed, jak ji n\u011bkte\u0159\u00ed l\u00ed\u010d\u00ed.\u201c Jedna v\u011bc je jist\u00e1 \u2013 spot\u0159ebitelsk\u00e1 cesta za rozhodnut\u00edm je daleko v\u00edce komplexn\u00ed ne\u017e kdykoliv p\u0159edt\u00edm. Pr\u016fm\u011brn\u00fd spot\u0159ebitel nyn\u00ed vlastn\u00ed od t\u0159\u00ed do \u010dty\u0159 za\u0159\u00edzen\u00ed a pou\u017e\u00edv\u00e1 hned n\u011bkolik on-line a off-line kan\u00e1l\u016f skrze cel\u00fd jejich proces nakupov\u00e1n\u00ed. Hra se m\u011bn\u00ed a market\u00e9\u0159i se \u010d\u00edm d\u00e1l v\u00edce obracej\u00ed na um\u011blou inteligenci, agentury a data, aby jim pomohli navigovat se nov\u00fdm spot\u0159ebitelsk\u00fdm chov\u00e1n\u00edm. Ka\u017ed\u00fd dne\u0161n\u00ed market\u00e9r se mus\u00ed zab\u00fdvat t\u011bmito v\u00fdzvami, zat\u00edmco CDJ samotn\u00e9 naru\u0161uje digit\u00e1ln\u00ed prost\u0159ed\u00ed.\u00a0Nap\u0159\u00edklad spot\u0159ebitel\u00e9 se \u010d\u00edm d\u00e1l v\u00edce obracej\u00ed na mobiln\u00ed za\u0159\u00edzen\u00ed skrze jejich cestu za rozhodnut\u00edm, aby z\u00edskali nejr\u016fzn\u011bj\u0161\u00ed kup\u00f3ny, porovn\u00e1vali ceny a \u010detli informace o produktech. Skoro \u0161edes\u00e1t procent v\u0161ech nakupuj\u00edc\u00edch prozkoum\u00e1v\u00e1 produkt a ceny na sv\u00e9m mobiln\u00edm za\u0159\u00edzen\u00ed, kdy\u017e se nach\u00e1z\u00ed nap\u0159\u00edklad v\u00a0obchod\u011b a osmdes\u00e1t sedm procent nakupuj\u00edc\u00edch si mysl\u00ed, \u017ee zna\u010dky mus\u00ed budovat daleko hlad\u0161\u00ed zku\u0161enost s\u00a0nakupov\u00e1n\u00edm.\u00a0Spot\u0159ebitel\u00e9 tak\u00e9 vyhled\u00e1vaj\u00ed a prozkoum\u00e1vaj\u00ed on-line a pot\u00e9 p\u0159ev\u00e1d\u011bj\u00ed v\u00a0kamenn\u00e9m obchod\u011b. Dokonce, alespo\u0148 podle ned\u00e1vn\u00e9 studie Harvard Business Review, sedmdes\u00e1t t\u0159i procent v\u0161ech nakupuj\u00edc\u00edch studovalo informace o produktu \u010di o slu\u017eb\u011b na n\u011bkolika r\u016fzn\u00fdch kan\u00e1lech nap\u0159\u00ed\u010d celou jejich cestou. Zva\u017ete nap\u0159\u00edklad tyto statistiky:\u00a0\t\tPades\u00e1t procent nakupuj\u00edc\u00edch o\u010dek\u00e1v\u00e1, \u017ee u\u010din\u00ed n\u00e1kup na internetu a pot\u00e9 si vyzvednou zbo\u017e\u00ed v\u00a0kamenn\u00e9 prodejn\u011b.\t\tSedmdes\u00e1t jedna procent nakupuj\u00edc\u00edch se shodlo, \u017ee je velice d\u016fle\u017eit\u00e9 nebo d\u016fle\u017eit\u00e9, aby byli schopni shl\u00e9dnout informace o invent\u00e1\u0159i on-line pro produkty, kter\u00e9 se nach\u00e1zej\u00ed v\u00a0kamenn\u00fdch obchodech.\t\t\u010cty\u0159icet p\u011bt procent nakupuj\u00edc\u00edch v\u00a0kamenn\u00fdch obchodech si je v\u011bdomo on-line produkt\u016f, kter\u00e9 se nenach\u00e1zej\u00ed v\u00a0kamenn\u00fdch obchodech.\t\tOsmdes\u00e1t sedm procent z\u00e1kazn\u00edk\u016f chce hladkou zku\u0161enost a mysl\u00ed si, \u017ee by se zna\u010dky m\u011bly v\u00edce sna\u017eit, aby takovou zku\u0161enost z\u00e1kazn\u00edk\u016fm poskytly.\t\tZhruba \u0161edes\u00e1t procent nakupuj\u00edc\u00edch pou\u017e\u00edv\u00e1 jejich mobiln\u00ed telefony, aby si vyhledali informace o produktu a o cen\u011b v\u00a0obchodech.\u00a0M\u016f\u017eete vid\u011bt na t\u011bchto statistik\u00e1ch, \u017ee v\u00edce kan\u00e1l\u016f tady z\u016fstane, zat\u00edmco spot\u0159ebitel\u00e9 budou sk\u00e1kat z\u00a0jednoho za\u0159\u00edzen\u00ed na druh\u00e9 a z\u00a0on-line aktivity do off-line aktivity. Abychom je\u0161t\u011b v\u00edce zamotali u\u017e tak dosti komplexn\u00ed v\u011bc, v\u00a0jak\u00e9mkoliv bod\u011b, spot\u0159ebitel\u00e9 by mohli b\u00fdt na pokraji n\u00e1kupu \u010di p\u0159evodu na jednom za\u0159\u00edzen\u00ed, zat\u00edmco dost\u00e1vaj\u00ed informace, kter\u00e9 jej um\u00edst\u00ed teprve na sam\u00e9m za\u010d\u00e1tku hrdla. Dne\u0161n\u00ed market\u00e9\u0159i mus\u00ed b\u00fdt schopni vyu\u017e\u00edt fundament\u00e1ln\u00ed z\u00e1klady pro spr\u00e1vu v\u00edcero kan\u00e1l\u016f, jako nap\u0159\u00edklad nab\u00edzen\u00ed vyzvednut\u00ed zbo\u017e\u00ed v\u00a0kamenn\u00fdch obchodech po on-line transakci, optimalizaci mobiln\u00edch kampan\u00ed pro \u0161irokou \u0161k\u00e1lu KPI jako nap\u0159\u00edklad sta\u017een\u00ed a zhl\u00e9dnut\u00ed atd.\u00a0\tNov\u00e9 CDJ dost\u00e1v\u00e1 tvar\u00a0Zat\u00edmco velice ran\u00e9 marketingov\u00e9 snahy a modely vlastnost\u00ed (prvn\u00ed kliknut\u00ed \/ posledn\u00ed kliknut\u00ed \/ line\u00e1r \/ \u010das rozpadu) tak trochu zjednodu\u0161ovaly CDJ, tohle ur\u010dit\u011b ji\u017e d\u00e1le nen\u00ed pravda. Nov\u00e9 CDJ se vyvinulo tak, \u017ee vypad\u00e1 daleko m\u00e9n\u011b jako p\u0159\u00edm\u00e1 linka a daleko v\u00edce jako intergalaktick\u00e1 hv\u011bzda s\u00a0daleko v\u00edce data body ne\u017e by jedin\u00e1 osoba mohla napo\u010d\u00edtat. Nap\u0159\u00edklad tohle je aktu\u00e1ln\u00ed reprezentace jenom jednoho data setu z\u00a0ned\u00e1vn\u00fdch po\u017eadavk\u016f na vyhled\u00e1v\u00e1n\u00ed na internetov\u00e9m vyhled\u00e1va\u010di Bing, kter\u00fd se vztahuje k\u00a0v\u00fdrazu \u201ecloud software pro podniky\u201c.                                                                                                                                                                                                                                                                                                                                                                                                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