{"id":20732,"date":"2025-04-23T11:26:17","date_gmt":"2025-04-23T09:26:17","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=20732\/"},"modified":"2025-04-23T11:31:48","modified_gmt":"2025-04-23T09:31:48","slug":"myty-marketingoveho-merania-preco-roi-nie-je-jedina-spravna-metrika","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/myty-marketingoveho-merania-preco-roi-nie-je-jedina-spravna-metrika\/","title":{"rendered":"M\u00fdty marketingov\u00e9ho merania: Pre\u010do ROI nie je jedin\u00e1 spr\u00e1vna metrika?"},"content":{"rendered":"

V marketingu sa \u010dasto hovor\u00ed (a my v DASE sa k tomuto tvrdeniu \u010dasto hl\u00e1sime tie\u017e): „ak nie\u010do nevie\u0161 zmera\u0165, nevie\u0161 to riadi\u0165“. Preto v\u00e4\u010d\u0161ina market\u00e9rov s\u00fastre\u010fuje svoje aktivity na zvy\u0161ovanie ROI (Return on Investments)<\/a>, teda n\u00e1vratnos\u0165 invest\u00edci\u00ed do reklamy. Pod\u013ea najnov\u0161ieho prieskumu spolo\u010dnosti Supermetrics a\u017e 63 % market\u00e9rov pova\u017euje ROI za najd\u00f4le\u017eitej\u0161iu metriku.<\/strong><\/p>\n

Samozrejme, podnikanie mus\u00ed prin\u00e1\u0161a\u0165 zisk a tomuto cie\u013eu z\u00e1konite musia by\u0165 prisp\u00f4soben\u00e9 aj v\u0161etky aktivity firmy. Je v\u0161ak ROI naozaj tou najd\u00f4le\u017eitej\u0161ou metrikou, na ktor\u00fa by sa mal ka\u017ed\u00fd market\u00e9r focusova\u0165? Naozaj plat\u00ed rovnica: \u010d\u00edm vy\u0161\u0161ie ROI, t\u00fdm lep\u0161\u00ed marketing?<\/strong><\/p>\n

1. Pre\u010do samotn\u00e9 ROI nie je dostato\u010dn\u00e9?<\/strong><\/h2>\n

Samotn\u00e9 ROI m\u00f4\u017ee skres\u013eova\u0165 realitu a vies\u0165 k nespr\u00e1vnym rozhodnutiam. Nech sa pozer\u00e1te na ak\u00fako\u013evek metriku, ROI nevyn\u00edmaj\u00fac, mus\u00edte ju vn\u00edma\u0165 v \u0161ir\u0161\u00edch s\u00favislostiach. Samozrejme, ROI je ve\u013emi d\u00f4le\u017eit\u00e1 metrika, m\u00e1 v\u0161ak 3 z\u00e1kladn\u00e9 nedostatky:<\/p>\n

    \n
  1. Nevie vysvetli\u0165 pr\u00ed\u010dinn\u00fa s\u00favislos\u0165<\/strong> \u2013 ROI ukazuje len vz\u0165ah medzi n\u00e1kladmi a v\u00fdnosmi, ale neodha\u013euje, \u010do presne sp\u00f4sobilo n\u00e1rast alebo pokles v\u00fdnosov<\/li>\n
  2. Kr\u00e1tkodob\u00e9 vs. dlhodob\u00e9 efekty<\/strong> \u2013 ROI v\u00e4\u010d\u0161inou vyhodnocuje len priame konverzie a ignoruje dlhodob\u00fd vplyv budovania brandu, budovania povedomia a budovania vz\u0165ahu so z\u00e1kazn\u00edkmi v CARE f\u00e1ze<\/li>\n
  3. Nie v\u0161etko sa d\u00e1 mera\u0165 cez ROI<\/strong> \u2013 ROI sa zle aplikuje na brandingov\u00e9 kampane, kde cie\u013eom nie je okam\u017eit\u00e1 konverzia, ale budovanie dlhodobej hodnoty zna\u010dky<\/li>\n<\/ol>\n
    Pr\u00edklad:<\/strong> Ak firma investuje do obsahov\u00e9ho marketingu alebo PR, priamy ROI m\u00f4\u017ee by\u0165 n\u00edzky, ale dlhodob\u00fd vplyv na predaje m\u00f4\u017ee by\u0165 obrovsk\u00fd.<\/div>\n

    2. <\/strong>Ak\u00e9 \u010fal\u0161ie metriky by ste mali sledova\u0165?<\/strong><\/h2>\n

    \u017dia\u013e, na t\u00fato ot\u00e1zku v\u00e1m priamu odpove\u010f ned\u00e1m. Na\u0161i klienti na za\u010diatku spolupr\u00e1ce absolvuj\u00fa 4-hodinov\u00fd workshop<\/a>, kde si presne zadefinujeme, ak\u00e9 metriky s\u00fa pre ten ktor\u00fd konkr\u00e9tny biznis d\u00f4le\u017eit\u00e9. V tomto \u010dl\u00e1nku uv\u00e1dzam len pr\u00edklady toho, \u010do v\u00e1m m\u00f4\u017ee dotvori\u0165 obraz o v\u00fdkone va\u0161ich marketingov\u00fdch aktiv\u00edt:<\/p>\n