{"id":271992,"date":"2024-11-12T10:28:23","date_gmt":"2024-11-12T09:28:23","guid":{"rendered":"https:\/\/rtrsports.com\/data-analysis-choice-sponsorship\/"},"modified":"2025-04-23T12:49:46","modified_gmt":"2025-04-23T10:49:46","slug":"data-analysis-choice-sponsorship","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/data-analysis-choice-sponsorship\/","title":{"rendered":"D\u016fle\u017eitost dat a nestrann\u00e9 anal\u00fdzy p\u0159i v\u00fdb\u011bru sportovn\u00edho sponzora: opus\u0165te pocit z vlastn\u00ed zku\u0161enosti a z\u00edskejte efektivn\u00ed obchodn\u00ed strategii"},"content":{"rendered":"

Pokud jde o sportovn\u00ed sponzoring<\/strong>, je nezbytn\u00e9, aby ka\u017ed\u00e9 rozhodnut\u00ed vych\u00e1zelo z objektivn\u00ed anal\u00fdzy a tvrd\u00fdch dat. V tomto \u010dl\u00e1nku se budeme zab\u00fdvat t\u00edm, jak je d\u016fle\u017eit\u00e9 p\u0159i v\u00fdb\u011bru sponzorovan\u00e9ho sportu pou\u017e\u00edvat objektivn\u00ed data a anal\u00fdzy a eliminovat tak pocit a osobn\u00ed preference. Sponzorov\u00e1n\u00ed t\u00fdmu v T\u00fdm Formule 1<\/strong><\/a>t\u00fdmu Formule 1, a MotoGP<\/strong><\/a>, nebo \u00fa\u010dast v z\u00e1vodech Formule E<\/strong> \u010di WEC<\/strong> nen\u00ed hra: jedn\u00e1 se o strategickou investici, skute\u010dn\u00fd obchodn\u00ed n\u00e1stroj, kter\u00fd je t\u0159eba v\u011bdecky vyhodnotit pro dosa\u017een\u00ed maxim\u00e1ln\u00ed n\u00e1vratnosti investic (ROI).<\/p>\n

Past intuice a osobn\u00edch preferenc\u00ed<\/strong><\/h2>\n

Pro mnoho mana\u017eer\u016f a firemn\u00edch mana\u017eer\u016f, kte\u0159\u00ed rozhoduj\u00ed o v\u00fdb\u011bru sponzora, je v\u00fdb\u011br sportu \u010dasto spojen s emocion\u00e1ln\u00ed slo\u017ekou: v\u00e1\u0161n\u00ed pro t\u00fdm, obdivem k jezdci nebo nostalgi\u00ed k ur\u010dit\u00e9mu \u0161ampion\u00e1tu. Tento p\u0159\u00edstup, ozna\u010dovan\u00fd jako „instinkt“ – doslova nitern\u00fd pocit – je nebezpe\u010dn\u00fd, pokud jde o vynakl\u00e1d\u00e1n\u00ed zna\u010dn\u00fdch sponzorsk\u00fdch rozpo\u010dt\u016f.
\nNem\u016f\u017eeme si dovolit zalo\u017eit investi\u010dn\u00ed rozhodnut\u00ed na osobn\u00edch preferenc\u00edch nebo subjektivn\u00edch pocitech<\/strong>, proto\u017ee to m\u016f\u017ee v\u00e9st k nespr\u00e1vn\u00e9mu posouzen\u00ed skute\u010dn\u00e9 hodnoty podniku.<\/p>\n

Dlouholet\u00e9 zku\u0161enosti n\u00e1s nau\u010dily, \u017ee sponzoring zalo\u017een\u00fd na emocion\u00e1ln\u00edch rozhodnut\u00edch \u010dasto nep\u0159in\u00e1\u0161\u00ed o\u010dek\u00e1vanou n\u00e1vratnost investic a nedosahuje zam\u00fd\u0161len\u00fdch obchodn\u00edch v\u00fdsledk\u016f. Spole\u010dnosti, kter\u00e9 p\u0159i v\u00fdb\u011bru sponzoringu v ran\u00e9 f\u00e1zi pou\u017e\u00edvaj\u00ed alespo\u0148 kvantitativn\u00ed ukazatele, maj\u00ed mnohem v\u011bt\u0161\u00ed \u0161anci p\u0159ekro\u010dit sv\u00e9 c\u00edle ne\u017e ty, kter\u00e9 se spol\u00e9haj\u00ed pouze na intuici.<\/p>\n

Data a anal\u00fdzy: v\u011bdeck\u00fd p\u0159\u00edstup ke sponzoringu<\/strong><\/h2>\n

Pou\u017eit\u00ed dat<\/strong> znamen\u00e1, \u017ee rozhodnut\u00ed, kter\u00e9 se m\u016f\u017ee zd\u00e1t riskantn\u00ed, se zm\u011bn\u00ed v promy\u0161lenou a relativn\u011b bezpe\u010dnou volbu. V konkuren\u010dn\u00edm prost\u0159ed\u00ed, jako je motoristick\u00fd sport, je p\u0159\u00edstup k p\u0159esn\u00fdm metrik\u00e1m – jako je televizn\u00ed sledovanost, zapojen\u00ed do soci\u00e1ln\u00edch m\u00e9di\u00ed, demografick\u00e9 \u00fadaje o div\u00e1c\u00edch a vytvo\u0159en\u00e9 medi\u00e1ln\u00ed hodnoty – z\u00e1sadn\u00ed pro ur\u010den\u00ed hodnoty partnerstv\u00ed.<\/p>\n

Publikum a demografick\u00e9 \u00fadaje<\/strong><\/h2>\n

Prvn\u00ed aspekt, kter\u00fd je t\u0159eba analyzovat, se t\u00fdk\u00e1 publika: kdo sleduje dan\u00e9 mistrovstv\u00ed a jak\u00fd je profil publika. Nap\u0159\u00edklad Formule 1 m\u00e1 celosv\u011btovou sledovanost p\u0159es 400 milion\u016f div\u00e1k\u016f ro\u010dn\u011b<\/strong>, p\u0159i\u010dem\u017e fanou\u0161kovsk\u00e1 z\u00e1kladna je velmi r\u016fznorod\u00e1 z hlediska v\u011bku, pohlav\u00ed a zem\u011bpisn\u00e9 oblasti. MotoGP<\/strong> se naproti tomu vyzna\u010duje mlad\u0161\u00ed a dynami\u010dt\u011bj\u0161\u00ed slo\u017ekou<\/strong>, \u010dasto s v\u011bt\u0161\u00edm vztahem ke sv\u011btu dvou kol a technologi\u00ed, a m\u00e9n\u011b \u0161irok\u00fdm geografick\u00fdm rozlo\u017een\u00edm ne\u017e F1.<\/p>\n

Na z\u00e1klad\u011b t\u011bchto \u00fadaj\u016f si m\u016f\u017eete vybrat platformu, kter\u00e1 nejl\u00e9pe vyhovuje c\u00edl\u016fm va\u0161\u00ed spole\u010dnosti: oslovit mlad\u0161\u00ed publikum? Usilovat o glob\u00e1ln\u00ed zviditeln\u011bn\u00ed nebo o konkr\u00e9tn\u00ed trhy? Odpov\u011bdi naleznete v datech.<\/p>\n

Hodnota m\u00e9di\u00ed a ekonomick\u00e1 n\u00e1vratnost<\/strong><\/h2>\n

Dal\u0161\u00edm kl\u00ed\u010dov\u00fdm parametrem je medi\u00e1ln\u00ed hodnota generovan\u00e1<\/strong>ligou nebo t\u00fdmem. Analytick\u00e9 n\u00e1stroje, jako je hodnocen\u00ed medi\u00e1ln\u00edho dopadu nebo metrika hodnoty sponzoringu –<\/p>\n

Kter\u00e9 tak\u00e9 zohled\u0148uj\u00ed reakce publika na sd\u011blen\u00ed zna\u010dky, sentiment a n\u00e1kupn\u00ed chov\u00e1n\u00ed a kter\u00e9 je t\u0159eba zohlednit p\u0159i posuzov\u00e1n\u00ed hodnoty sponzoringu – a mohou poskytnout p\u0159esn\u00fd odhad n\u00e1vratnosti nejen z hlediska zviditeln\u011bn\u00ed a pov\u011bdom\u00ed o zna\u010dce.<\/p>\n

Kl\u00ed\u010dov\u00e9 je tak\u00e9 m\u011b\u0159en\u00ed ekonomick\u00e9 hodnoty: kolik kontakt\u016f sponzoring p\u0159inesl? Kolik potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f bylo z\u00edsk\u00e1no d\u00edky zviditeln\u011bn\u00ed zna\u010dky v m\u00e9di\u00edch a z\u00e1\u017eitkov\u00fdm aktivit\u00e1m nab\u00edzen\u00fdm ve\u0159ejnosti b\u011bhem akc\u00ed? Pouze spr\u00e1vn\u00fdm m\u011b\u0159en\u00edm je mo\u017en\u00e9 prok\u00e1zat, \u017ee sponzoring nen\u00ed pouh\u00fdm v\u00fddajem, ale skute\u010dnou investic\u00ed.<\/p>\n

D\u016fle\u017eitost souladu s obchodn\u00edmi c\u00edli<\/strong><\/h2>\n

Ka\u017ed\u00e1 spole\u010dnost m\u00e1 konkr\u00e9tn\u00ed marketingov\u00e9 c\u00edle: zv\u00fd\u0161it pov\u011bdom\u00ed o<\/strong> zna\u010dce, zlep\u0161it jej\u00ed pov\u011bst, zv\u00fd\u0161it prodej nebo proniknout na nov\u00e9 trhy. Volba sponzorovan\u00e9ho sportu mus\u00ed za\u010d\u00ednat jasn\u00fdm pochopen\u00edm t\u011bchto c\u00edl\u016f. Je proto nezbytn\u00e9 posoudit soulad mezi charakteristikami sportovn\u00edho majetku a firemn\u00edmi c\u00edli.<\/p>\n

Pokud je nap\u0159\u00edklad c\u00edlem prezentovat zna\u010dku jako udr\u017eitelnou a technologicky vysp\u011blou, je Formule E<\/strong> pravd\u011bpodobn\u011b ide\u00e1ln\u00ed volbou d\u00edky sv\u00e9mu siln\u00e9mu ekologick\u00e9mu poselstv\u00ed a d\u016frazu na inovace. Pokud se naopak hled\u00e1 platforma se siln\u00fdmi p\u0159\u00edznivci v jihov\u00fdchodn\u00ed Asii, je vhodn\u011bj\u0161\u00ed volbou MotoGP, kter\u00e1 je v tomto regionu velmi popul\u00e1rn\u00ed.<\/strong><\/p>\n

Jak mohou nestrann\u00e9 anal\u00fdzy v\u00e9st ke spr\u00e1vn\u00e9 volb\u011b<\/strong><\/h2>\n

Nejlep\u0161\u00edm prost\u0159edkem proti lidsk\u00fdm chyb\u00e1m a osobn\u00edm p\u0159edsudk\u016fm je pou\u017eit\u00ed objektivn\u00ed anal\u00fdzy. Vyu\u017eit\u00ed studi\u00ed a \u00fadaj\u016f t\u0159et\u00edch stran, nap\u0159\u00edklad t\u011bch, kter\u00e9 poskytuj\u00ed specializovan\u00e9 v\u00fdzkumn\u00e9 spole\u010dnosti, jako je Nielsen, nebo jin\u00e9 p\u0159edn\u00ed spole\u010dnosti v oboru, poskytuje objektivn\u00ed pohled na skute\u010dnou hodnotu r\u016fzn\u00fdch mo\u017enost\u00ed sponzoringu. Tento p\u0159\u00edstup minimalizuje riziko spol\u00e9h\u00e1n\u00ed se na individu\u00e1ln\u00ed vn\u00edm\u00e1n\u00ed nebo moment\u00e1ln\u00ed trendy, co\u017e vede k vy\u0161\u0161\u00ed pravd\u011bpodobnosti \u00fasp\u011bchu.<\/p>\n

Praktick\u00fd p\u0159\u00edklad: spole\u010dnost vyr\u00e1b\u011bj\u00edc\u00ed maziva m\u016f\u017ee m\u00edt p\u0159irozen\u011b tendenci sponzorovat automobilov\u00fd \u0161ampion\u00e1t z d\u016fvodu p\u0159\u00edbuznosti produktu. Hlub\u0161\u00ed anal\u00fdza by v\u0161ak mohla odhalit, \u017ee c\u00edlov\u00e1 skupina, kter\u00e1 se nejv\u00edce anga\u017euje a zaj\u00edm\u00e1 o tyto v\u00fdrobky, je v\u00edce zastoupena ve sv\u011bt\u011b motocyklov\u00fdch z\u00e1vod\u016f, kde je v\u00e1\u0161e\u0148 pro mechaniku vysok\u00e1 a fanou\u0161ci jsou sp\u00ed\u0161e technick\u00e9ho zam\u011b\u0159en\u00ed.<\/strong> Bez objektivn\u00ed anal\u00fdzy by spole\u010dnost riskovala m\u00e9n\u011b efektivn\u00ed volbu.<\/p>\n

Odstran\u011bn\u00ed p\u0159edsudk\u016f a dosa\u017een\u00ed m\u011b\u0159iteln\u00fdch c\u00edl\u016f<\/strong><\/h2>\n

Data umo\u017e\u0148uj\u00ed eliminovat kognitivn\u00ed p\u0159edsudky, kter\u00e9 nevyhnuteln\u011b ovliv\u0148uj\u00ed ka\u017ed\u00e9ho rozhodovatele. Nap\u0159\u00edklad „hal\u00f3 efekt“ m\u016f\u017ee v\u00e9st k up\u0159ednostn\u011bn\u00ed sponzoringu na z\u00e1klad\u011b obecn\u00e9ho vn\u00edm\u00e1n\u00ed ligy, ani\u017e by se zv\u00e1\u017eil skute\u010dn\u00fd soulad s firemn\u00edmi c\u00edli. Pouze na z\u00e1klad\u011b anal\u00fdzy zalo\u017een\u00e9 na objektivn\u00edch kl\u00ed\u010dov\u00fdch ukazatel\u00edch v\u00fdkonnosti,<\/strong> jako je po\u010det z\u00edskan\u00fdch kontakt\u016f, n\u00e1klady na jeden kontakt nebo medi\u00e1ln\u00ed hodnota, lze u\u010dinit skute\u010dn\u011b informovan\u00e9 rozhodnut\u00ed.<\/p>\n

Dal\u0161\u00edm d\u016fle\u017eit\u00fdm prvkem je vyu\u017eit\u00ed n\u00e1stroj\u016f business intelligence ke sledov\u00e1n\u00ed v\u00fdsledk\u016f sponzoringu v \u010dase. Prost\u0159ednictv\u00edm p\u0159izp\u016fsoben\u00fdch informa\u010dn\u00edch panel\u016f je mo\u017en\u00e9 sledovat v\u00fdvoj n\u00e1vratnosti investic, prov\u00e1d\u011bt \u00fapravy a optimalizovat strategii na z\u00e1klad\u011b \u00fadaj\u016f shrom\u00e1\u017ed\u011bn\u00fdch v ter\u00e9nu.<\/p>\n

Sponzoring motoristick\u00e9ho sportu: nejen zviditeln\u011bn\u00ed, ale i zapojen\u00ed<\/strong><\/h2>\n

Sportovn\u00ed sponzoring, a zejm\u00e9na sponzoring v motoristick\u00e9m sportu, dnes zdaleka p\u0159esahuje viditelnost loga na vozidle nebo na jezdci. Jde o vytv\u00e1\u0159en\u00ed poutav\u00fdch z\u00e1\u017eitk\u016f pro fanou\u0161ky a zapojen\u00ed publika prost\u0159ednictv\u00edm digit\u00e1ln\u00edch a aktiva\u010dn\u00edch aktivit. I zde se data st\u00e1vaj\u00ed kl\u00ed\u010dov\u00e1: kl\u00ed\u010dem k \u00fasp\u011b\u0161n\u00e9mu zapojen\u00ed je m\u011b\u0159en\u00ed \u00fa\u010dinnosti digit\u00e1ln\u00edch kampan\u00ed, pochopen\u00ed toho, co funguje a co ne, a p\u0159izp\u016fsobov\u00e1n\u00ed strategi\u00ed v re\u00e1ln\u00e9m \u010dase.<\/p>\n

Nap\u0159\u00edklad integrace se soci\u00e1ln\u00edmi platformami, zapojen\u00ed influencer\u016f a vyu\u017eit\u00ed technologi\u00ed, jako je roz\u0161\u00ed\u0159en\u00e1 realita,<\/strong> to v\u0161e jsou prvky, kter\u00e9 lze optimalizovat pomoc\u00ed anal\u00fdzy dat. N\u00e1stroje pro monitorov\u00e1n\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed, jako jsou nap\u0159\u00edklad n\u00e1stroje poskytovan\u00e9 spole\u010dnostmi Hootsuite nebo Brandwatch<\/strong>, mohou pomoci pochopit n\u00e1lady publika a upravit kampa\u0148 tak, aby byla efektivn\u011bj\u0161\u00ed.<\/p>\n

Stru\u010dn\u011b \u0159e\u010deno: anal\u00fdza je kl\u00ed\u010dem k \u00fasp\u011bchu.<\/strong><\/h2>\n

Z\u00e1v\u011brem lze \u0159\u00edci, \u017ee v\u00fdb\u011br sportu, kter\u00fd chcete sponzorovat, nen\u00ed hra. Nen\u00ed to volba, kter\u00e1 by se d\u011blala na lehkou v\u00e1hu, na z\u00e1klad\u011b osobn\u00edch preferenc\u00ed nebo emoc\u00ed. Sponzoring je mocn\u00fdm obchodn\u00edm n\u00e1strojem, ale pouze pokud je pou\u017e\u00edv\u00e1n v\u011bdecky. Pou\u017e\u00edv\u00e1n\u00ed nezaujat\u00fdch \u00fadaj\u016f, spol\u00e9h\u00e1n\u00ed se na objektivn\u00ed anal\u00fdzu a strategick\u00fd p\u0159\u00edstup v\u00e1m umo\u017en\u00ed vyt\u011b\u017eit z ka\u017ed\u00e9 investice maximum a dos\u00e1hnout konkr\u00e9tn\u00edch, m\u011b\u0159iteln\u00fdch v\u00fdsledk\u016f.<\/p>\n

Pokud va\u0161e spole\u010dnost zva\u017euje sponzoring motoristick\u00e9ho sportu a chcete se rozhodnout spr\u00e1vn\u011b, kontaktujte n\u00e1s<\/strong>. Ve spole\u010dnosti RTR Sports Marketing m\u00e1me zku\u0161enosti a odborn\u00e9 znalosti, abychom v\u00e1s t\u00edmto procesem provedli a zajistili, \u017ee ka\u017ed\u00e9 rozhodnut\u00ed bude zalo\u017eeno na faktech, nikoli na intuici. Proto\u017ee obchod je nakonec o \u010d\u00edslech, ne o \u0161t\u011bst\u00ed.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Pokud jde o sportovn\u00ed sponzoring, je nezbytn\u00e9, aby ka\u017ed\u00e9 rozhodnut\u00ed vych\u00e1zelo z objektivn\u00ed anal\u00fdzy a tvrd\u00fdch dat. V tomto \u010dl\u00e1nku se budeme zab\u00fdvat t\u00edm, jak je d\u016fle\u017eit\u00e9 p\u0159i v\u00fdb\u011bru sponzorovan\u00e9ho sportu pou\u017e\u00edvat objektivn\u00ed data a anal\u00fdzy a eliminovat tak pocit a osobn\u00ed preference. Sponzorov\u00e1n\u00ed t\u00fdmu v T\u00fdm Formule 1t\u00fdmu Formule 1, a MotoGP, nebo \u00fa\u010dast […]<\/p>\n","protected":false},"author":14,"featured_media":271980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20277,20230,20228],"tags":[],"class_list":["post-271992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-motogp-10-7","category-sportovni-marketing","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nD\u016fle\u017eitost dat a anal\u00fdz p\u0159i v\u00fdb\u011bru sponzorstv\u00ed<\/title>\n<meta name=\"description\" content=\"Pokud jde o sportovn\u00ed sponzoring, je nezbytn\u00e9, aby ka\u017ed\u00e9 rozhodnut\u00ed vych\u00e1zelo z objektivn\u00ed anal\u00fdzy a tvrd\u00fdch dat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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