{"id":4672,"date":"2025-06-12T22:44:42","date_gmt":"2025-06-12T20:44:42","guid":{"rendered":"https:\/\/www.manert.cz\/?p=4672"},"modified":"2025-07-03T03:15:55","modified_gmt":"2025-07-03T01:15:55","slug":"segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi","status":"publish","type":"post","link":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/","title":{"rendered":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a&nbsp;pro\u010d na n\u00ed z\u00e1le\u017e\u00ed"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4672\" class=\"elementor elementor-4672\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f508065 e-flex e-con-boxed e-con e-parent\" data-id=\"f508065\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c49a11f elementor-widget elementor-widget-text-editor\" data-id=\"c49a11f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"302\" data-end=\"381\">V ide\u00e1ln\u00edm sv\u011bt\u011b bychom ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi \u010di&nbsp;div\u00e1kovi p\u0159istupovali zcela individu\u00e1ln\u011b. P\u0159esn\u011b bychom mu nab\u00eddli to, co pot\u0159ebuje, ve form\u011b, kter\u00e1 ho oslov\u00ed. V&nbsp;praxi je to v\u0161ak nemo\u017en\u00e9. Na druh\u00e9 stran\u011b p\u0159istupovat k&nbsp;lidem jako k&nbsp;jedn\u00e9 homogenn\u00ed mase je stejn\u011b neefektivn\u00ed \u2013 univerz\u00e1ln\u00ed p\u0159\u00edstup zkr\u00e1tka nefunguje. Pr\u00e1v\u011b segmentace nab\u00edz\u00ed cestu mezi t\u011bmito extr\u00e9my.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12a203b mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"12a203b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>co segmentace p\u0159in\u00e1\u0161\u00ed<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e31b0f elementor-widget elementor-widget-text-editor\" data-id=\"8e31b0f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"302\" data-end=\"381\">Segmentace umo\u017e\u0148uje oslovit r\u016fzn\u00e9 skupiny lid\u00ed r\u016fzn\u00fdmi zp\u016fsoby a&nbsp;v\u00fdrazn\u011b zlep\u0161uje, jak s&nbsp;publikem komunikujete a&nbsp;pracujete. D\u00edky n\u00ed m\u016f\u017eete strategicky r\u016fst a&nbsp;budovat vztahy s&nbsp;publikem dlouhodob\u011b. Pokud ji ud\u011bl\u00e1te dob\u0159e, poskytne v\u00e1m cenn\u00fd vhled do trhu, kter\u00fd se prom\u00edtne do v\u00fdsledk\u016f \u2013 od rozvoje publika, p\u0159es rozvoj organizace, a\u017e po&nbsp;zv\u00fd\u0161en\u00ed p\u0159\u00edjm\u016f.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a91ce2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2a91ce2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-92a0095 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"92a0095\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>1.&nbsp;segmentace mus\u00ed b\u00fdt praktick\u00e1<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3401285 elementor-widget elementor-widget-text-editor\" data-id=\"3401285\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1360\" data-end=\"1690\">Aby segmentace d\u00e1vala smysl, mus\u00ed b\u00fdt segmenty dostate\u010dn\u011b velk\u00e9, aby st\u00e1lo za to se jim c\u00edlen\u011b v\u011bnovat, a&nbsp;z\u00e1rove\u0148 mus\u00ed m\u00edt potenci\u00e1l na va\u0161i nab\u00eddku reagovat. P\u0159\u00edli\u0161 mnoho segment\u016f zp\u016fsob\u00ed, \u017ee&nbsp;se strategie stanou nep\u0159ehledn\u00fdmi a&nbsp;t\u011b\u017eko \u0159\u00edditeln\u00fdmi, p\u0159\u00edli\u0161 m\u00e1lo segment\u016f zase ned\u00e1 pot\u0159ebnou m\u00edru detailu. Nej\u010dast\u011bji se osv\u011bd\u010duje m\u00edt 5\u20138 segment\u016f. Aby byla strategie soudr\u017en\u00e1, jednotliv\u00e9 segmenty by m\u011bly b\u00fdt vz\u00e1jemn\u011b v\u00fdlu\u010dn\u00e9 \u2013 ka\u017ed\u00fd \u010dlov\u011bk by m\u011bl spadat v\u017edy jen do jednoho segmentu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a762b7a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a762b7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6f910c mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"c6f910c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>2.&nbsp;segmenty se od sebe mus\u00ed jasn\u011b li\u0161it<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdb0227 elementor-widget elementor-widget-text-editor\" data-id=\"cdb0227\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pokud segmentujete sv\u00e9 publikum, prvn\u00ed ot\u00e1zka zn\u00ed: maj\u00ed jednotliv\u00e9 segmenty odli\u0161n\u00e9 pot\u0159eby? Pokud neexistuje jasn\u00fd rozd\u00edl mezi t\u00edm, co jednotliv\u00e9 segmenty cht\u011bj\u00ed, nebo pokud v\u0161echny reaguj\u00ed na komunikaci stejn\u011b, skon\u010d\u00edte s&nbsp;univerz\u00e1ln\u00ed strategi\u00ed \u2013 a&nbsp;t\u00edm se cel\u00fd smysl segmentace vytr\u00e1c\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6facdb elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b6facdb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5d0de6 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"d5d0de6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>3.&nbsp;neple\u0165te si behavior\u00e1ln\u00ed clustery se segmenty<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d991c4 elementor-widget elementor-widget-text-editor\" data-id=\"7d991c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Va\u0161e data (nap\u0159\u00edklad z&nbsp;ticketingov\u00e9ho syst\u00e9mu) \u010dasto obsahuj\u00ed informace o&nbsp;tom, <strong data-start=\"1973\" data-end=\"1991\">co lid\u00e9 d\u011blaj\u00ed<\/strong> \u2013 nap\u0159\u00edklad jak\u00e9 akce nav\u0161t\u011bvuj\u00ed, kam si sedaj\u00ed, jak \u010dasto chod\u00ed a&nbsp;v&nbsp;kolika lidech. To ale neodpov\u00edd\u00e1 na ot\u00e1zku <strong data-start=\"2104\" data-end=\"2122\">pro\u010d to d\u011blaj\u00ed<\/strong>. Lid\u00e9 mohou sv\u00e9 chov\u00e1n\u00ed (tzv.&nbsp;cluster) m\u011bnit \u010dasto, ale sv\u016fj segment by m\u011bnit nem\u011bli. Efektivn\u00ed segmentace definuje skupiny lid\u00ed podle toho, co od z\u00e1\u017eitku o\u010dek\u00e1vaj\u00ed, ne jen podle toho, jak se aktu\u00e1ln\u011b chovaj\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75a4131 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"75a4131\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcbaadb mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"dcbaadb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>4.&nbsp;vyu\u017e\u00edvejte attitudin\u00e1ln\u00ed segmentaci<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cded20c elementor-widget elementor-widget-text-editor\" data-id=\"cded20c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"4670\" data-end=\"4750\">Ne v\u0161echny rodiny, mlad\u00ed lid\u00e9 nebo nap\u0159\u00edklad lid\u00e9 z&nbsp;ur\u010dit\u00fdch demografick\u00fdch skupin maj\u00ed stejn\u00e9 pot\u0159eby a&nbsp;motivace. Demografick\u00e1 segmentace je sice jednoduch\u00e1, ale nem\u016f\u017ee poskytnout v\u0161e pot\u0159ebn\u00e9 pro strategick\u00e9 pl\u00e1nov\u00e1n\u00ed. <strong data-start=\"2603\" data-end=\"2631\">Attitudin\u00e1ln\u00ed segmentace<\/strong> (podle postoj\u016f, hodnot a&nbsp;motivac\u00ed) v\u00e1m umo\u017en\u00ed pochopit, co va\u0161e publikum poh\u00e1n\u00ed a&nbsp;co od v\u00e1s o\u010dek\u00e1v\u00e1. D\u00edky tomu m\u016f\u017eete c\u00edlit na skupiny lid\u00ed se spole\u010dn\u00fdmi hodnotami a&nbsp;motivacemi, ovlivnit jejich chov\u00e1n\u00ed a&nbsp;vytv\u00e1\u0159et pro n\u011b z\u00e1\u017eitky, kter\u00e9 budou opravdu napl\u0148uj\u00edc\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-379f9cd elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"379f9cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b34002f mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"b34002f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>5.&nbsp;segmentace mus\u00ed v\u00e9st k&nbsp;odli\u0161n\u00fdm strategi\u00edm a&nbsp;kampan\u00edm<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d98e253 elementor-widget elementor-widget-text-editor\" data-id=\"d98e253\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"4670\" data-end=\"4750\">Stejn\u00e1 inscenace, koncert nebo v\u00fdstava m\u016f\u017ee oslovit r\u016fzn\u00e9 segmenty z&nbsp;r\u016fzn\u00fdch d\u016fvod\u016f. N\u011bkdo ji nav\u0161t\u00edv\u00ed, proto\u017ee tou\u017e\u00ed po&nbsp;nov\u00fdch a&nbsp;neobvykl\u00fdch z\u00e1\u017eitc\u00edch, jin\u00e9ho zaj\u00edm\u00e1 autenti\u010dnost d\u00edla a&nbsp;\u0161ir\u0161\u00ed um\u011bleck\u00fd kontext. Ka\u017ed\u00fd z&nbsp;t\u011bchto segment\u016f vn\u00edm\u00e1 jinou hodnotu, reaguje na jin\u00e1 sd\u011blen\u00ed, jin\u00e1 m\u00e9dia a&nbsp;jin\u00e9 podn\u011bty. <strong data-start=\"3268\" data-end=\"3410\">Kampan\u011b, kter\u00e9 maj\u00ed jasn\u011b odli\u0161en\u00e9 sd\u011blen\u00ed pro konkr\u00e9tn\u00ed segment, funguj\u00ed mnohem l\u00e9pe ne\u017e obecn\u00e1 komunikace, kter\u00e1 neoslov\u00ed nikoho naplno.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78c7048 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"78c7048\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2548fad mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"2548fad\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>6.&nbsp;segmentace pom\u00e1h\u00e1 p\u0159i&nbsp;rozvoji produkt\u016f a&nbsp;slu\u017eeb<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b4dd7f elementor-widget elementor-widget-text-editor\" data-id=\"7b4dd7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Segmentace nen\u00ed jen o&nbsp;komunikaci. Pokud v\u00edte, co lid\u00e9 od va\u0161eho produktu nebo z\u00e1\u017eitku o\u010dek\u00e1vaj\u00ed, m\u016f\u017eete podle toho rozv\u00edjet i&nbsp;dal\u0161\u00ed slu\u017eby. Nap\u0159\u00edklad atmosf\u00e9ru ve foyer, z\u00e1kaznick\u00fd servis, catering, doprovodn\u00e9 programy nebo merchandising. V\u0161e lze p\u0159izp\u016fsobit pot\u0159eb\u00e1m va\u0161ich prioritn\u00edch segment\u016f.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45903d6 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"45903d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb4bd12 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"bb4bd12\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>7.&nbsp;nezapom\u00ednejte na cel\u00e9 segmenty<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9794772 elementor-widget elementor-widget-text-editor\" data-id=\"9794772\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Pokud m\u00e1te omezen\u00e9 zdroje, m\u016f\u017ee b\u00fdt l\u00e1kav\u00e9 zam\u011b\u0159it se jen na ty nejaktivn\u011bj\u0161\u00ed. To ale v&nbsp;dlouhodob\u00e9m horizontu vede k&nbsp;chronick\u00e9mu nerozvoji publika. Dobr\u00e1 segmentace jde za r\u00e1mec prost\u00e9ho rozd\u011blen\u00ed na \u201eaktivn\u00ed\u201c a&nbsp;\u201eneaktivn\u00ed\u201c. Pom\u016f\u017ee v\u00e1m pochopit, <strong data-start=\"4059\" data-end=\"4087\">pro\u010d by lid\u00e9 m\u011bli p\u0159ij\u00edt<\/strong>, a&nbsp;ur\u010dit, kde se skr\u00fdv\u00e1 nejv\u011bt\u0161\u00ed potenci\u00e1l.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2da757f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2da757f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65e0d9a mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"65e0d9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>8.&nbsp;segmentace nesm\u00ed \u017e\u00edt jen v&nbsp;marketingov\u00e9m odd\u011blen\u00ed<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c05842f elementor-widget elementor-widget-text-editor\" data-id=\"c05842f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Pokud je segmentace vn\u00edm\u00e1na jako n\u00e1stroj jen marketingu, nikdy se nestane sou\u010d\u00e1st\u00ed cel\u00e9 organizace. Segmentace mus\u00ed pat\u0159it v\u0161em \u2013 od produkce, p\u0159es front of house a&nbsp;fundraising, a\u017e po&nbsp;veden\u00ed. Proces definov\u00e1n\u00ed segment\u016f by proto m\u011bl b\u00fdt spole\u010dn\u00fd, aby pro v\u0161echny d\u00e1val smysl a&nbsp;stal se p\u0159irozen\u00fdm jazykem, kter\u00fdm se o&nbsp;publiku mluv\u00ed nap\u0159\u00ed\u010d organizac\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb098b0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"bb098b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e786c18 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"e786c18\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>9.&nbsp;za\u0159a\u010fte segmentaci do pr\u016fb\u011b\u017en\u00e9ho v\u00fdzkumu<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de37ef7 elementor-widget elementor-widget-text-editor\" data-id=\"de37ef7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Segmentace je n\u00e1stroj, kter\u00fd v\u00e1m m\u016f\u017ee p\u0159in\u00e1\u0161et hodnotu neust\u00e1le. Pokud ji zakomponujete do v\u0161ech v\u00fdzkum\u016f a&nbsp;anal\u00fdz, z\u00edsk\u00e1te detailn\u011bj\u0161\u00ed a&nbsp;hlub\u0161\u00ed vhled do toho, <strong data-start=\"4757\" data-end=\"4774\">kdo konkr\u00e9tn\u011b<\/strong> m\u00e1 jak\u00e9 n\u00e1zory a&nbsp;chov\u00e1n\u00ed, co je za t\u00edm a&nbsp;jak na tyto poznatky reagovat.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e37a76e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e37a76e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b44b9b3 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"b44b9b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>10.&nbsp;sledujte a&nbsp;vyhodnocujte sv\u00e9 \u00fasp\u011bchy<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ba536e elementor-widget elementor-widget-text-editor\" data-id=\"5ba536e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Segmentace nen\u00ed jednor\u00e1zov\u00fd \u00fakol, ale proces. U\u017e p\u0159i&nbsp;jej\u00edm nastavov\u00e1n\u00ed mus\u00edte m\u00edt jasn\u00e9, jak budete m\u011b\u0159it jej\u00ed efektivitu \u2013 co funguje, kter\u00e9 kampan\u011b maj\u00ed nejv\u011bt\u0161\u00ed n\u00e1vratnost, kdo reaguje, jak\u00e9 sd\u011blen\u00ed rezonuje u&nbsp;jak\u00fdch segment\u016f a&nbsp;na jak\u00fdch platform\u00e1ch. Pravideln\u00e1 evaluace v\u00e1m umo\u017en\u00ed strategie upravovat, sd\u011blen\u00ed zp\u0159es\u0148ovat a&nbsp;postupn\u011b zlep\u0161ovat to, jak napl\u0148ujete pot\u0159eby sv\u00e9ho publika.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-968716c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"968716c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-035adb1 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"035adb1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>z\u00e1v\u011br: segmentace jako cesta k&nbsp;r\u016fstu<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea026fa elementor-widget elementor-widget-text-editor\" data-id=\"ea026fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"5743\" data-end=\"5984\">Spr\u00e1vn\u011b uchopen\u00e1 segmentace nen\u00ed jen marketingov\u00e1 discipl\u00edna. Je to zp\u016fsob, jak <strong data-start=\"5417\" data-end=\"5514\">l\u00e9pe ch\u00e1pat sv\u00e9 publikum, vytv\u00e1\u0159et pro n\u011bj smyslupln\u00e9 z\u00e1\u017eitky a&nbsp;r\u016fst jako zna\u010dka i&nbsp;organizace<\/strong>. Pokud s&nbsp;n\u00ed pot\u0159ebujete pomoct, v&nbsp;MANERT v\u00e1m r\u00e1di uk\u00e1\u017eeme, jak segmentaci uchopit strategicky a&nbsp;vyu\u017e\u00edt ji naplno.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bda6fc4 e-con-full e-flex e-con e-parent\" data-id=\"bda6fc4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-d4c3be7 e-con-full e-flex e-con e-child\" data-id=\"d4c3be7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-0bc2ea9 e-flex e-con-boxed e-con e-child\" data-id=\"0bc2ea9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9283a69 mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"9283a69\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><h2 class=\"mk-title-heading swm-hide-none\"><span>nev\u00edte si s&nbsp;t\u00edm rady?<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-50726f9 e-con-full e-flex e-con e-child\" data-id=\"50726f9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd10ce1 mk-service-list-icon-top mk-service-list-icon-horizontal-center elementor-widget elementor-widget-mk_service_list\" data-id=\"cd10ce1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_service_list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"mk-service-list-container\">\n            <ul class=\"mk-list-items\">\n                                                            <li class=\"mk-service-list-item\">\n                            <div class=\"mk-service-list-item-inner elementor-repeater-item-7a42325\">\n                                                                <div class=\"mk-servicelist-icon-outer\">\n                                        <div class=\"mk-servicelist-icon-wrapper swm-anim\">\n\n                                            <span class=\"mk-service-list-image\"><img decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png\" class=\"attachment-full size-full\" alt=\"arrow_1\" \/><\/span>                                        <\/div>\n                                    <\/div>\n\n                                                                <div class=\"mk-servicelist-content-wrapper\">\n                                                                    <a href=\"https:\/\/www.manert.cz\/en\/kontakt\/\">\n                                                                <h3 class=\"mk-service-list-title swm-anim\">\n                                                                            contact<br\/>us                                                                    <\/h3>\n                                <div class=\"mk-service-list-description\"><\/div>                                                                <\/a>                            <\/div>\n                            <\/div>\n                        <\/li>\n                                                <\/ul>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Segmentace publika nen\u00ed jen marketingov\u00fd trik. Je to cesta, jak l\u00e9pe ch\u00e1pat lidi, tvo\u0159it pro n\u011b smyslupln\u00e9 z\u00e1\u017eitky a&nbsp;r\u016fst jako zna\u010dka i&nbsp;organizace.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,41],"tags":[],"class_list":["post-4672","post","type-post","status-publish","format-standard","hentry","category-kultura","category-segmentace"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\" \/>\n<meta property=\"og:description\" content=\"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/\" \/>\n<meta property=\"og:site_name\" content=\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-12T20:44:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-03T01:15:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#\\\/schema\\\/person\\\/7f87216f5154c7054734ed0e3b22dc7c\"},\"headline\":\"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a&nbsp;pro\u010d na n\u00ed z\u00e1le\u017e\u00ed\",\"datePublished\":\"2025-06-12T20:44:42+00:00\",\"dateModified\":\"2025-07-03T01:15:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/\"},\"wordCount\":1099,\"publisher\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/arrow_1.png\",\"articleSection\":[\"kultura\",\"segmentace\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/\",\"url\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/\",\"name\":\"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/arrow_1.png\",\"datePublished\":\"2025-06-12T20:44:42+00:00\",\"dateModified\":\"2025-07-03T01:15:55+00:00\",\"description\":\"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/arrow_1.png\",\"contentUrl\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/arrow_1.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"\u00davodn\u00ed str\u00e1nka\",\"item\":\"https:\\\/\\\/www.manert.cz\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a&nbsp;pro\u010d na n\u00ed z\u00e1le\u017e\u00ed\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/\",\"name\":\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\",\"description\":\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#organization\"},\"alternateName\":\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#organization\",\"name\":\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\",\"alternateName\":\"MANERT\",\"url\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/m-favicon.png\",\"contentUrl\":\"https:\\\/\\\/www.manert.cz\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/m-favicon.png\",\"width\":512,\"height\":512,\"caption\":\"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio\"},\"image\":{\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/#\\\/schema\\\/person\\\/7f87216f5154c7054734ed0e3b22dc7c\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"http:\\\/\\\/www.manert.cz\"],\"url\":\"https:\\\/\\\/www.manert.cz\\\/en\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","description":"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/","og_locale":"en_GB","og_type":"article","og_title":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","og_description":"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.","og_url":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/","og_site_name":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","article_published_time":"2025-06-12T20:44:42+00:00","article_modified_time":"2025-07-03T01:15:55+00:00","og_image":[{"url":"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png","type":"","width":"","height":""}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#article","isPartOf":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/"},"author":{"name":"admin","@id":"https:\/\/www.manert.cz\/en\/#\/schema\/person\/7f87216f5154c7054734ed0e3b22dc7c"},"headline":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a&nbsp;pro\u010d na n\u00ed z\u00e1le\u017e\u00ed","datePublished":"2025-06-12T20:44:42+00:00","dateModified":"2025-07-03T01:15:55+00:00","mainEntityOfPage":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/"},"wordCount":1099,"publisher":{"@id":"https:\/\/www.manert.cz\/en\/#organization"},"image":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#primaryimage"},"thumbnailUrl":"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png","articleSection":["kultura","segmentace"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/","url":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/","name":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a pro\u010d na n\u00ed z\u00e1le\u017e\u00ed &#8226; MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","isPartOf":{"@id":"https:\/\/www.manert.cz\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#primaryimage"},"image":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#primaryimage"},"thumbnailUrl":"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png","datePublished":"2025-06-12T20:44:42+00:00","dateModified":"2025-07-03T01:15:55+00:00","description":"Zjist\u011bte, pro\u010d segmentace publika nen\u00ed jen o kampan\u00edch, ale i o r\u016fstu zna\u010dky, hlub\u0161\u00edm porozum\u011bn\u00ed a tvorb\u011b z\u00e1\u017eitk\u016f na m\u00edru.","breadcrumb":{"@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#primaryimage","url":"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png","contentUrl":"https:\/\/www.manert.cz\/wp-content\/uploads\/2024\/04\/arrow_1.png"},{"@type":"BreadcrumbList","@id":"https:\/\/www.manert.cz\/en\/segmentace-publika-jak-ji-delat-spravne-a-proc-na-ni-zalezi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"\u00davodn\u00ed str\u00e1nka","item":"https:\/\/www.manert.cz\/"},{"@type":"ListItem","position":2,"name":"Segmentace publika: Jak ji d\u011blat spr\u00e1vn\u011b a&nbsp;pro\u010d na n\u00ed z\u00e1le\u017e\u00ed"}]},{"@type":"WebSite","@id":"https:\/\/www.manert.cz\/en\/#website","url":"https:\/\/www.manert.cz\/en\/","name":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","description":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","publisher":{"@id":"https:\/\/www.manert.cz\/en\/#organization"},"alternateName":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.manert.cz\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.manert.cz\/en\/#organization","name":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio","alternateName":"MANERT","url":"https:\/\/www.manert.cz\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.manert.cz\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.manert.cz\/wp-content\/uploads\/2025\/03\/m-favicon.png","contentUrl":"https:\/\/www.manert.cz\/wp-content\/uploads\/2025\/03\/m-favicon.png","width":512,"height":512,"caption":"MANERT \u2022 Marketingov\u00e9 a digit\u00e1ln\u00ed studio"},"image":{"@id":"https:\/\/www.manert.cz\/en\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.manert.cz\/en\/#\/schema\/person\/7f87216f5154c7054734ed0e3b22dc7c","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/bcac7d315a4e05aeb39bce2d14198c95a03d84e82c33dfd39503a2ec6b5a8432?s=96&d=mm&r=g","caption":"admin"},"sameAs":["http:\/\/www.manert.cz"],"url":"https:\/\/www.manert.cz\/en\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/posts\/4672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/comments?post=4672"}],"version-history":[{"count":5,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/posts\/4672\/revisions"}],"predecessor-version":[{"id":4678,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/posts\/4672\/revisions\/4678"}],"wp:attachment":[{"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/media?parent=4672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/categories?post=4672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.manert.cz\/en\/wp-json\/wp\/v2\/tags?post=4672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}