{"id":282059,"date":"2024-11-07T09:08:41","date_gmt":"2024-11-07T08:08:41","guid":{"rendered":"https:\/\/rtrsports.com\/jak-pouzivat-analytiku-k-optimalizaci-sponzorskych-strategii\/"},"modified":"2026-10-30T05:38:17","modified_gmt":"2026-10-30T04:38:17","slug":"jak-pouzivat-analytiku-k-optimalizaci-sponzorskych-strategii","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/jak-pouzivat-analytiku-k-optimalizaci-sponzorskych-strategii\/","title":{"rendered":"Jak vyu\u017e\u00edt analytiku k m\u011b\u0159en\u00ed a optimalizaci sponzoringu"},"content":{"rendered":"<p>V roce 2025 byla Velk\u00e1 cena N\u011bmecka MotoGP na Sachsenringu v\u00edkendem s nejlep\u0161\u00edmi \u010d\u00edsly na soci\u00e1ln\u00edch s\u00edt\u00edch za celou sez\u00f3nu: podle anal\u00fdzy Blinkfire Analytics p\u0159inesl tento v\u00edkend, kter\u00fd ovl\u00e1dl Marc M\u00e1rquez s pole position a v\u00edt\u011bzstv\u00edm ve Sprintu i v z\u00e1vod\u011b, t\u00e9m\u011b\u0159 20 milion\u016f interakc\u00ed a p\u0159es 381 milion\u016f zhl\u00e9dnut\u00ed. N\u011bkdo tedy po\u010d\u00edt\u00e1 ka\u017ed\u00e9 zhl\u00e9dnut\u00ed z ka\u017ed\u00e9ho v\u00edkendu.<\/p>\n<p>Pro sponzora je v\u0161ak toto \u010d\u00edslo jen za\u010d\u00e1tek. V\u011bd\u011bt, kolik lid\u00ed zna\u010dku vid\u011blo, je snadn\u00e9. V\u011bd\u011bt, kdo to byl a co ud\u011blal potom, je skute\u010dn\u00e1 pr\u00e1ce <strong>analytiky ve sponzoringu<\/strong>, a pr\u00e1v\u011b to odli\u0161uje sponzoring prodlu\u017eovan\u00fd ze zvyku od sponzoringu, kter\u00fd se prodlu\u017euje, proto\u017ee funguje.<\/p>\n<p><strong>Ve zkratce<\/strong><\/p>\n<ul>\n<li>Data o sponzoringu lze rozd\u011blit do p\u011bti oblast\u00ed: viditelnost, digit\u00e1ln\u00ed interakce, vztahy, prodeje a vn\u00edm\u00e1n\u00ed zna\u010dky.<\/li>\n<li>Medi\u00e1ln\u00ed hodnota pom\u00e1h\u00e1 porovnat nab\u00eddky, ale nem\u011b\u0159\u00ed n\u00e1vratnost.<\/li>\n<li>Ukazatele a v\u00fdchoz\u00ed stav je t\u0159eba stanovit p\u0159ed podpisem, ne na konci sez\u00f3ny.<\/li>\n<\/ul>\n<h2>Co m\u011b\u0159\u00ed analytika sponzoringu<\/h2>\n<p>Data u\u017eite\u010dn\u00e1 pro sponzora lze rozd\u011blit do p\u011bti skupin. Ka\u017ed\u00e1 odpov\u00edd\u00e1 na jinou ot\u00e1zku a \u017e\u00e1dn\u00e1 nesta\u010d\u00ed sama.<\/p>\n<h3>1. Viditelnost<\/h3>\n<p>Kolik a kde byla zna\u010dka vid\u011bt: \u010das na obrazovce b\u011bhem p\u0159\u00edm\u00fdch p\u0159enos\u016f, v\u00fdskyt na sn\u00edmc\u00edch zve\u0159ejn\u011bn\u00fdch na soci\u00e1ln\u00edch s\u00edt\u00edch, zm\u00ednky v m\u00e9di\u00edch. Firmy specializovan\u00e9 na hodnocen\u00ed sponzoringu ji m\u011b\u0159\u00ed softwarem pro automatick\u00e9 rozpozn\u00e1v\u00e1n\u00ed log, dopln\u011bn\u00fdm o ru\u010dn\u00ed kontrolu; zm\u00ednky se po\u010d\u00edtaj\u00ed pomoc\u00ed monitoringu m\u00e9di\u00ed.<\/p>\n<h3>2. Digit\u00e1ln\u00ed interakce<\/h3>\n<p>Co se d\u011bje na kan\u00e1lech sponzora: n\u00e1v\u0161t\u011bvy webu, provoz z kampan\u00ed nav\u00e1zan\u00fdch na z\u00e1vod, interakce na soci\u00e1ln\u00edch s\u00edt\u00edch, registrace. To je oblast n\u00e1stroj\u016f webov\u00e9 analytiky, jako je Google Analytics 4, kter\u00fd v \u010dervenci 2023 nahradil p\u0159edchoz\u00ed verzi.<\/p>\n<h3>3. Vztahy<\/h3>\n<p>Kdo byl hostem v paddocku nebo v hospitality z\u00f3n\u00e1ch, co z t\u011bchto setk\u00e1n\u00ed vzniklo, jak\u00e9 obchodn\u00ed p\u0159\u00edle\u017eitosti se otev\u0159ely. Tato data pat\u0159\u00ed do CRM, pokud je n\u011bkdo zaznamen\u00e1.<\/p>\n<h3>4. Prodeje<\/h3>\n<p>Co prodaly akce spojen\u00e9 se sponzoringem: slevov\u00e9 k\u00f3dy, speci\u00e1ln\u00ed edice, aktivity v m\u00edstech prodeje. Je to nejp\u0159\u00edm\u011bj\u0161\u00ed m\u011b\u0159\u00edtko.<\/p>\n<h3>5. Vn\u00edm\u00e1n\u00ed<\/h3>\n<p>Jak se m\u011bn\u00ed pov\u011bdom\u00ed, ochota ke koupi a image zna\u010dky u publika, kter\u00e9 \u0161ampion\u00e1t sleduje. M\u011b\u0159\u00ed se pr\u016fzkumy p\u0159ed sez\u00f3nou a po n\u00ed na srovnateln\u00fdch vzorc\u00edch, nejl\u00e9pe s kontroln\u00ed skupinou, kter\u00e1 \u0161ampion\u00e1t nesleduje.<\/p>\n<h2>Medi\u00e1ln\u00ed hodnota a n\u00e1vratnost nejsou tot\u00e9\u017e<\/h2>\n<p>Medi\u00e1ln\u00ed hodnota, tedy kolik by st\u00e1lo koupit stejnou viditelnost v reklam\u011b, je u\u017eite\u010dn\u00e1 pro porovn\u00e1n\u00ed dvou sponzorsk\u00fdch nab\u00eddek. Je to v\u0161ak odhad toho, kolik by tato viditelnost m\u011bla hodnotu v cen\u00e1ch reklamy, ne dosa\u017een\u00e9ho p\u0159\u00edjmu. Sponzoring m\u016f\u017ee m\u00edt ve viditelnosti hodnotu milion\u016f a nep\u0159in\u00e9st jedin\u00fd prodej, pokud publikum nen\u00ed spr\u00e1vn\u00e9 nebo ho nikdo neaktivoval.<\/p>\n<p>N\u00e1vratnost se m\u011b\u0159\u00ed obchodn\u00edmi ukazateli: ovlivn\u011bn\u00fdm obratem, kvalifikovan\u00fdmi kontakty, smlouvami podepsan\u00fdmi se z\u00e1kazn\u00edky, s nimi\u017e se sponzor sezn\u00e1mil v paddocku. Podle na\u0161ich zku\u0161enost\u00ed pr\u00e1v\u011b rozli\u0161en\u00ed t\u011bchto dvou m\u011b\u0159\u00edtek rozhoduje o tom, zda se o prodlou\u017een\u00ed diskutuje na z\u00e1klad\u011b dat, nebo dojm\u016f.<\/p>\n<h2>Metoda v p\u011bti kroc\u00edch<\/h2>\n<ol>\n<li><strong>C\u00edle.<\/strong> \u010ceho m\u00e1 sponzoring dos\u00e1hnout: pov\u011bdom\u00ed na trhu, obchodn\u00edch kontakt\u016f, prodej\u016f, vztah\u016f se z\u00e1kazn\u00edky.<\/li>\n<li><strong>Ukazatele a v\u00fdchoz\u00ed stav.<\/strong> Pro ka\u017ed\u00fd c\u00edl jeden ukazatel, zm\u011b\u0159en\u00fd p\u0159ed startem. Bez v\u00fdchoz\u00edho stavu nen\u00ed srovn\u00e1n\u00ed.<\/li>\n<li><strong>Sb\u011br dat b\u011bhem sez\u00f3ny.<\/strong> Ka\u017ed\u00e1 aktivace mus\u00ed zanechat data: k\u00f3d, sledovan\u00fd odkaz, zaznamenan\u00fd kontakt.<\/li>\n<li><strong>Anal\u00fdza.<\/strong> V polovin\u011b sez\u00f3ny kv\u016fli korekci kurzu a na konci sez\u00f3ny kv\u016fli bilanci.<\/li>\n<li><strong>Rozhodnut\u00ed.<\/strong> Prodlou\u017eit, zm\u011bnit formu, p\u0159esunout rozpo\u010det do aktivac\u00ed, kter\u00e9 p\u0159inesly nejv\u00edc.<\/li>\n<\/ol>\n<h2>Ukazatele: co \u0159\u00edkaj\u00ed a jak je sb\u00edrat<\/h2>\n<table>\n<thead>\n<tr>\n<th>Ukazatel<\/th>\n<th>Co \u0159\u00edk\u00e1<\/th>\n<th>Jak se sb\u00edr\u00e1<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u010cas na obrazovce a v\u00fdskyt zna\u010dky<\/td>\n<td>Kolik byla zna\u010dka vid\u011bt<\/td>\n<td>Monitoring p\u0159\u00edm\u00fdch p\u0159enos\u016f a soci\u00e1ln\u00edch s\u00edt\u00ed s rozpozn\u00e1v\u00e1n\u00edm obrazu<\/td>\n<\/tr>\n<tr>\n<td>Provoz a konverze z kampan\u00ed<\/td>\n<td>Kolik publika p\u0159i\u0161lo na kan\u00e1ly sponzora<\/td>\n<td>Webov\u00e1 analytika a sledovan\u00e9 odkazy<\/td>\n<\/tr>\n<tr>\n<td>Kontakty a p\u0159\u00edle\u017eitosti z hospitality<\/td>\n<td>Kolik obchodn\u00edch vztah\u016f vzniklo<\/td>\n<td>CRM aktualizovan\u00e9 po ka\u017ed\u00e9 akci<\/td>\n<\/tr>\n<tr>\n<td>Prodeje z akc\u00ed<\/td>\n<td>Kolik aktivace prodala<\/td>\n<td>Slevov\u00e9 k\u00f3dy, speci\u00e1ln\u00ed edice, data z m\u00edst prodeje<\/td>\n<\/tr>\n<tr>\n<td>Pov\u011bdom\u00ed a ochota ke koupi<\/td>\n<td>Zda se zm\u011bnilo vn\u00edm\u00e1n\u00ed zna\u010dky<\/td>\n<td>Pr\u016fzkumy p\u0159ed sez\u00f3nou a po n\u00ed<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Pro koho je pot\u0159eba \u00fapln\u00fd syst\u00e9m a pro koho ne<\/h2>\n<p>\u00dapln\u00fd syst\u00e9m m\u011b\u0159en\u00ed pot\u0159ebuj\u00ed ti, kdo investuj\u00ed velk\u00e9 \u010d\u00e1stky a mus\u00ed je obh\u00e1jit p\u0159ed p\u0159edstavenstvem, ti, kdo maj\u00ed n\u011bkolik c\u00edl\u016f sou\u010dasn\u011b, a ti, kdo cht\u011bj\u00ed rozhodovat o prodlou\u017een\u00ed na z\u00e1klad\u011b dat. Mal\u00e9mu a c\u00edlen\u00e9mu sponzoringu sta\u010d\u00ed mnohem m\u00e9n\u011b: dva nebo t\u0159i ukazatele spojen\u00e9 s hlavn\u00edm c\u00edlem, pe\u010dliv\u011b sb\u00edran\u00e9. M\u011b\u0159it v\u0161echno v takov\u00e9m p\u0159\u00edpad\u011b stoj\u00ed v\u00edc, ne\u017e to p\u0159inese.<\/p>\n<p>Analytika ostatn\u011b nezachr\u00e1n\u00ed sponzoring se \u0161patn\u00fdm publikem: jen ho zm\u011b\u0159\u00ed. Volba publika je na prvn\u00edm m\u00edst\u011b a je t\u00e9matem pr\u016fvodce o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/vyznam-cileni-ve-sportovnim-sponzoringu\/\">c\u00edlen\u00ed ve sportovn\u00edm sponzoringu<\/a>; volb\u011b obsahu, kter\u00fd publikum oslov\u00ed, se v\u011bnuje pr\u016fvodce o tom, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/involve-public-motorsport-content\/\">jak zaujmout hyperdigit\u00e1ln\u00ed publikum motorsportu<\/a>.<\/p>\n<h2>Jak pracujeme na m\u011b\u0159en\u00ed<\/h2>\n<p>C\u00edle a ukazatele stanovujeme se sponzorem p\u0159ed podpisem, nastavujeme sb\u011br dat pro ka\u017edou aktivaci a p\u0159ipravujeme bilanci v polovin\u011b a na konci sez\u00f3ny. Plat\u00ed to pro <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">sponzoring ve formuli 1<\/a>, pro <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">sponzoring v MotoGP<\/a> i pro men\u0161\u00ed \u0161ampion\u00e1ty. V na\u0161em modelu plat\u00ed provizi sportovn\u00ed subjekt, ne sponzoruj\u00edc\u00ed firma: pr\u00e1v\u011b toto odd\u011blen\u00ed n\u00e1m umo\u017e\u0148uje \u0159\u00edct s \u010d\u00edsly v ruce, kdy se prodlou\u017een\u00ed nevyplat\u00ed.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010cast\u00e9 ot\u00e1zky o analytice ve sponzoringu<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co je analytika sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Jsou to data, kter\u00fdmi sponzor m\u011b\u0159\u00ed, co sponzoring p\u0159inesl: viditelnost zna\u010dky, interakci na digit\u00e1ln\u00edch kan\u00e1lech, obchodn\u00ed vztahy vznikl\u00e9 d\u00edky hospitality, prodeje z nav\u00e1zan\u00fdch akc\u00ed a zm\u011bny ve vn\u00edm\u00e1n\u00ed zna\u010dky.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00e9 ukazatele pou\u017e\u00edt k m\u011b\u0159en\u00ed sportovn\u00edho sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Z\u00e1le\u017e\u00ed na c\u00edli: \u010das na obrazovce a v\u00fdskyt pro viditelnost, provoz a konverze pro digit\u00e1ln\u00ed oblast, kontakty a p\u0159\u00edle\u017eitosti pro hospitality, prodeje z akc\u00ed pro obchodn\u00ed str\u00e1nku, pr\u016fzkumy pov\u011bdom\u00ed a ochoty ke koupi pro vn\u00edm\u00e1n\u00ed.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00fd je rozd\u00edl mezi medi\u00e1ln\u00ed hodnotou a n\u00e1vratnost\u00ed investice?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Medi\u00e1ln\u00ed hodnota odhaduje, kolik by st\u00e1lo koupit stejnou viditelnost v reklam\u011b, a hod\u00ed se k porovn\u00e1n\u00ed nab\u00eddek. N\u00e1vratnost investice m\u011b\u0159\u00ed dosa\u017een\u00e9 obchodn\u00ed v\u00fdsledky, jako je ovlivn\u011bn\u00fd obrat, kvalifikovan\u00e9 kontakty a podepsan\u00e9 smlouvy.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00e9 n\u00e1stroje jsou pot\u0159eba k m\u011b\u0159en\u00ed sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>N\u00e1stroje webov\u00e9 analytiky, jako je Google Analytics 4, pro digit\u00e1ln\u00ed kan\u00e1ly, CRM pro obchodn\u00ed vztahy, slu\u017eby monitoringu obrazu pro viditelnost v p\u0159\u00edm\u00fdch p\u0159enosech a na soci\u00e1ln\u00edch s\u00edt\u00edch, pr\u016fzkumy pro vn\u00edm\u00e1n\u00ed a prodejn\u00ed data z akc\u00ed.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kdy se stanovuj\u00ed ukazatele sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>P\u0159ed podpisem, spolu s c\u00edli, a v\u00fdchoz\u00ed stav se zm\u011b\u0159\u00ed hned. Stanovit je a\u017e na konci sez\u00f3ny znemo\u017e\u0148uje seri\u00f3zn\u00ed srovn\u00e1n\u00ed a vede k v\u00fdb\u011bru ukazatel\u016f, kter\u00e9 d\u00e1vaj\u00ed nejlep\u0161\u00ed v\u00fdsledek.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pot\u0159ebuje syst\u00e9m m\u011b\u0159en\u00ed i mal\u00fd sponzoring?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Ano, ale p\u0159im\u011b\u0159en\u00fd: dva nebo t\u0159i ukazatele spojen\u00e9 s hlavn\u00edm c\u00edlem, pe\u010dliv\u011b sb\u00edran\u00e9, sta\u010d\u00ed k rozhodnut\u00ed o prodlou\u017een\u00ed. \u00dapln\u00fd syst\u00e9m je pot\u0159eba, kdy\u017e je investice velk\u00e1 nebo c\u00edl\u016f je v\u00edc.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Vyu\u017e\u00edv\u00e1n\u00ed dat k optimalizaci sponzorsk\u00fdch strategi\u00ed se stalo nepostradateln\u00fdm prvkem modern\u00edho marketingov\u00e9ho sv\u011bta.<\/p>\n","protected":false},"author":17,"featured_media":277286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-282059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","semrush_tags":{},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - 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