{"id":8236,"date":"2025-03-13T15:06:21","date_gmt":"2025-03-13T14:06:21","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=8236"},"modified":"2025-04-07T10:36:03","modified_gmt":"2025-04-07T08:36:03","slug":"marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/","title":{"rendered":"Marketing Mix Modeling - co to je, jak s&nbsp;t\u00edm pracovat a&nbsp;na&nbsp;co si d\u00e1t&nbsp;pozor"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>The good, the bad and the ugly marketing mix modelingu. V&nbsp;\u010dem je skv\u011bl\u00fd, v&nbsp;jak\u00fdch p\u0159\u00edpadech se nehod\u00ed a&nbsp;na&nbsp;co je pot\u0159eba si d\u00e1t pozor. Adam sepsal hlavn\u00ed body z&nbsp;b\u0159eznov\u00e9ho tu\u010d\u0148\u00e1\u010d\u00edho webin\u00e1\u0159e o&nbsp;vyhodnocov\u00e1n\u00ed pohledem MMM.<\/p>\n<p><!--more--><\/p>\n<p>Vyhodnocovat efektivitu kampan\u00ed je \u010d\u00edm d\u00e1l t\u011b\u017e\u0161\u00ed. Klacky do&nbsp;z\u00e1kaznick\u00e9 cesty n\u00e1m toti\u017e h\u00e1z\u00ed nejen z\u00e1konn\u00e1 omezen\u00ed (cookie \/ consent li\u0161ty), ale i&nbsp;ta technick\u00e1 (prohl\u00ed\u017ee\u010de a&nbsp;jejich pr\u00e1ce nejen s&nbsp;cookies).<\/p>\n<p>A pr\u00e1v\u011b proto vypad\u00e1 Marketing Mix Modelingu (MMM) jako ide\u00e1ln\u00ed \u0159e\u0161en\u00ed. A&nbsp;tedy ide\u00e1ln\u00ed t\u00e9ma pro n\u00e1\u0161 <a href=\"https:\/\/igloonet.cz\/webinare\/mmm\/\">posledn\u00ed tu\u010d\u0148\u00e1\u010d\u00ed webin\u00e1\u0159<\/a>.<\/p>\n<p>MMM je nez\u00e1visl\u00e9 na&nbsp;cookies, \u201cprivacy-friendly\u201d, nevad\u00ed mu, \u017ee&nbsp;lid\u00e9 pou\u017e\u00edvaj\u00ed v\u00edc ne\u017e jedno za\u0159\u00edzen\u00ed k&nbsp;dokon\u010den\u00ed n\u00e1kupu. M\u016f\u017eeme pomoc\u00ed n\u011bj vyhodnocovat jak online, tak offline aktivity a&nbsp;dokonce um\u00ed dopo\u010d\u00edtat i&nbsp;\u201cbaseline\u201d. Tedy jak velkou \u010d\u00e1st tr\u017eeb byste m\u011bli i&nbsp;kdybyste v\u0161echny marketingov\u00e9 aktivity ukon\u010dili.<\/p>\n<p>V\u0161echny prom\u011bnn\u00e9, kter\u00e9 pro \u00fasp\u011b\u0161n\u00fd model pot\u0159ebujete, u\u017e te\u010f m\u00e1te, nebo je m\u016f\u017eete jednodu\u0161e z\u00edskat. A\u0165 u\u017e se jedn\u00e1 o&nbsp;metriky na&nbsp;stran\u011b marketingov\u00e9ho n\u00e1stroje (exposure, tedy imprese, GPRy, apod., p\u0159\u00edpadn\u011b reach a&nbsp;frekvence spole\u010dn\u011b s&nbsp;n\u00e1klady na&nbsp;m\u00e9dia) nebo va\u0161e intern\u00ed data (celkov\u00e9 tr\u017eby, celkov\u00fd po\u010det lead\u016f, obecn\u011b KPIs).<\/p>\n<p>Model pot\u00e9 hled\u00e1 vztahy mezi exposure \/ n\u00e1kladovou stranou a&nbsp;t\u011bmito KPIs. Vztahy se nav\u00edc sna\u017e\u00ed hledat chyt\u0159e. Bere toti\u017e v&nbsp;\u00favahu z\u00e1kladn\u00ed marketingovou teorii.<\/p>\n<p>Model automaticky po\u010d\u00edt\u00e1 s&nbsp;t\u00edm, \u017ee&nbsp;kan\u00e1ly a&nbsp;lid\u00e9, kte\u0159\u00ed s&nbsp;nimi interaguj\u00ed, se chovaj\u00ed r\u016fzn\u011b. \u017de \u010dlov\u011bk, kter\u00fd vid\u00ed remarketingov\u00fd banner na&nbsp;Facebooku na&nbsp;nov\u00e9 tenisky, je nejsp\u00ed\u0161 nakoup\u00ed d\u0159\u00edve ne\u017e \u010dlov\u011bk, kter\u00fd se s&nbsp;nimi setk\u00e1 poprv\u00e9 v&nbsp;prerollu na&nbsp;YouTube. A&nbsp;\u017ee&nbsp;ve\u0161ker\u00e9 na\u0161e aktivity nem\u016f\u017eeme \u0161k\u00e1lovat do&nbsp;nekone\u010dna, proto\u017ee postupn\u011b za\u010dneme nar\u00e1\u017eet na&nbsp;z\u00e1kon klesaj\u00edc\u00edho u\u017eitku.<\/p>\n<p>MMM se sna\u017e\u00ed do&nbsp;ur\u010dit\u00e9 m\u00edry oba tyto body&nbsp;\u0159e\u0161it:<\/p>\n<ul>\n<li><strong>Adstock decay<\/strong>- sp\u00ed\u0161 ne\u017e zpo\u017ed\u011bn\u00ed propaga\u010dn\u00edch aktivit \u0159e\u0161\u00ed efekt sl\u00e1bnut\u00ed jejich vlivu v&nbsp;\u010dase, ale i&nbsp;zpo\u017ed\u011bn\u00ed se d\u00e1 \u010d\u00e1ste\u010dn\u011b nasimulovat;<\/li>\n<li><strong>Saturace<\/strong> - jak\u00fd efekt m\u00e1 ka\u017ed\u00e1 dal\u0161\u00ed investovan\u00e1 koruna a&nbsp;kdy, respektive jak rychle, za\u010dne efekt sl\u00e1bnout a\u017e do&nbsp;bodu, kdy ka\u017ed\u00e1 dal\u0161\u00ed investovan\u00e1 koruna u\u017e nem\u00e1 \u017e\u00e1dn\u00fd&nbsp;efekt.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adstock-decay.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adstock-decay-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adstock-decay-300x160.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adstock-decay-1024x548.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adstock-decay.png 2048w\" sizes=\"(min-width: 1024px) 2048px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8253 size-full\" alt width=\"2048\" height=\"1095\"><\/a><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/saturacni-krivka.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/saturacni-krivka-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/saturacni-krivka-300x148.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/saturacni-krivka-1024x506.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/saturacni-krivka.png 2048w\" sizes=\"(min-width: 1024px) 2048px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8254 size-full\" alt width=\"2048\" height=\"1012\"><\/a><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_good_full.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_good_full-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_good_full-300x171.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_good_full-1024x585.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_good_full.png 1792w\" sizes=\"(min-width: 1024px) 1792px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8255 size-full\" alt width=\"1792\" height=\"1024\"><\/a><\/p>\n<h2>The good - kdy MMM pou\u017e\u00edt<\/h2>\n<p>V sou\u010dasn\u00e9 dob\u011b <a href=\"https:\/\/igloonet.cz\/blog\/triangulace-v-marketingu-co-to-je-a-jak-s-tim-pracovat\/\">nem\u00e1me jinou alternativu<\/a>, pomoc\u00ed kter\u00e9 bychom byli schopn\u00ed dopo\u010d\u00edtat vliv v\u00edcero kan\u00e1l\u016f na&nbsp;celkov\u00e9 tr\u017eby.<\/p>\n<p>Pokud tedy chceme <b>rozhodovat o&nbsp;p\u0159esunu rozpo\u010dt\u016f mezi kan\u00e1ly<\/b> na&nbsp;z\u00e1klad\u011b dat tak, abychom dos\u00e1hli kr\u00e1tkodob\u011b \u010di st\u0159edn\u011bdob\u011b maxim\u00e1ln\u00ed efektivity, MMM je pro n\u00e1s ta nejlep\u0161\u00ed volba. V&nbsp;dlouhodob\u00e9m horizontu u\u017e tak skv\u011ble fungovat nemus\u00ed, ale tam stejn\u011b \u017e\u00e1dn\u00fd lep\u0161\u00ed model, kter\u00fd bychom mohli pou\u017e\u00edt, nem\u00e1me. D\u00e1le jsme pak odk\u00e1z\u00e1n\u00ed na&nbsp;marketingovou teorii a&nbsp;sledov\u00e1n\u00ed proxy metrik.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/expected-vs-actual-revenue-1.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/expected-vs-actual-revenue-1-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/expected-vs-actual-revenue-1-300x231.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/expected-vs-actual-revenue-1.png 524w\" sizes=\"(min-width: 300px) 524px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8260\" alt width=\"736\" height=\"567\"><\/a><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/rozlozeni-kanalu.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/rozlozeni-kanalu-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/rozlozeni-kanalu-300x176.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/rozlozeni-kanalu.png 736w\" sizes=\"(min-width: 300px) 736px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8263 size-full\" alt width=\"736\" height=\"432\"><\/a><\/p>\n<p>Na druhou stranu t\u00edm, \u017ee&nbsp;MMM n\u00e1m ukazuje <b>nejen efekt jednotliv\u00fdch marketingov\u00fdch aktivit, ale i&nbsp;baseline<\/b>, b\u00fdv\u00e1 pr\u00e1ce s&nbsp;n\u00edm pro marketingov\u00e9 t\u00fdmy \u010dasto velmi n\u00e1ro\u010dn\u00e1. Pokud toti\u017e \u017eijeme ve&nbsp;sv\u011bt\u011b, kdy rozpo\u010d\u00edt\u00e1v\u00e1me 100&nbsp;% tr\u017eeb pomoc\u00ed libovoln\u00e9 atribuce, v\u00fdsledky MMM n\u00e1s nejsp\u00ed\u0161 p\u0159ekvap\u00ed. Zjist\u00edme, \u017ee&nbsp;75&nbsp;% t\u011bch tr\u017eeb je ve&nbsp;skute\u010dnosti baseline a&nbsp;ve\u0161ker\u00e9 na\u0161e marketingov\u00e9 aktivity ovliv\u0148uj\u00ed pouze t\u011bch zb\u00fdvaj\u00edc\u00edch 25&nbsp;%. P\u0159irozen\u00e1 reakce m\u016f\u017ee b\u00fdt masivn\u00ed omezen\u00ed v\u0161ech kampan\u00ed, co\u017e je z&nbsp;hlediska zdrav\u00ed firmy m\u00e1lokdy dobr\u00fd tah. T\u011bch inkrement\u00e1ln\u00edch 25&nbsp;% toti\u017e tvo\u0159\u00ed prim\u00e1rn\u011b nov\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed v\u00e1m do&nbsp;budoucna budou baseline d\u00e1l a&nbsp;d\u00e1l navy\u0161ovat. Ide\u00e1ln\u00ed je tedy spojit pohled skrz MMM optikou dlouhodob\u00e9 hodnoty z\u00e1kazn\u00edka. A\u0165 ji\u017e p\u0159es CLV, nebo jeho alternativu, tak abyste si okam\u017eit\u00fd dopad kampan\u00ed d\u00e1l zp\u0159esnili.<\/p>\n<p>Pokud tedy um\u00edte, nebo se s&nbsp;baseline nau\u010d\u00edte pracovat, je to jeden z&nbsp;hlavn\u00edch d\u016fvod\u016f, pro\u010d MMM pou\u017e\u00edvat.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_bad_updated.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_bad_updated-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_bad_updated-300x171.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_bad_updated-1024x585.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_bad_updated.png 1792w\" sizes=\"(min-width: 1024px) 1792px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8258 size-full\" alt width=\"1792\" height=\"1024\"><\/a><\/p>\n<h2>The bad - kdy ned\u00e1v\u00e1 MMM smysl pou\u017e\u00edt<\/h2>\n<p>Marketing mix modeling nen\u00ed n\u00e1stroj na&nbsp;<b>\u0159\u00edzen\u00ed kampan\u00ed na&nbsp;denn\u00ed \u00farovni<\/b>. T\u00edm jak model funguje, je vhodn\u00e9 s&nbsp;n\u00edm pracovat sp\u00ed\u0161 na&nbsp;m\u011bs\u00ed\u010dn\u00ed, maxim\u00e1ln\u011b t\u00fddenn\u00ed \u00farovni na&nbsp;v\u011bt\u0161\u00ed p\u0159esouv\u00e1n\u00ed rozpo\u010dt\u016f. K&nbsp;\u0159\u00edzen\u00ed day to day kampan\u00ed se proto nehod\u00ed. Data nez\u00edsk\u00e1te dostate\u010dn\u011b rychle a&nbsp;nikdy se nedostanete na&nbsp;\u00farove\u0148 jednotliv\u00fdch kampan\u00ed, nedej bo\u017ee reklamn\u00edch sestav.<\/p>\n<p>Stejn\u011b tak ned\u00e1v\u00e1 smysl MMM pou\u017e\u00edt, pokud chcete <b>otestovat nov\u00fd marketingov\u00fd kan\u00e1l<\/b>. V&nbsp;tomto p\u0159\u00edpad\u011b je rad\u011bji zvolte n\u011bjakou variantu inkrement\u00e1ln\u00edho experimentu. MMM si s&nbsp;touto \u00falohou sice taky n\u011bjak porad\u00ed, ale u&nbsp;nov\u00e9ho kan\u00e1lu nebude m\u00edt dostate\u010dn\u00fd po\u010det datov\u00fdch bod\u016f (hodnot) na&nbsp;to, aby byl v\u00fdsledek odpov\u00eddaj\u00edc\u00ed.<\/p>\n<p>Pokud chcete pou\u017e\u00edvat MMM pro sv\u016fj hlavn\u00ed \u00fa\u010del (p\u0159esouv\u00e1n\u00ed marketingov\u00fdch rozpo\u010dt\u016f), je pot\u0159eba si nejd\u0159\u00edve zkontrolovat, jak jsou na&nbsp;tom va\u0161e sou\u010dasn\u00e9 marketingov\u00e9 n\u00e1klady. Pokud se <b>reklamn\u00ed budgety dlouhodob\u011b moc nem\u011bn\u00ed<\/b> nebo se<b> m\u011bn\u00ed na&nbsp;z\u00e1klad\u011b jin\u00e9ho vlivu<\/b> (nap\u0159\u00edklad sez\u00f3na), je t\u00e9m\u011b\u0159 jist\u00e9, \u017ee&nbsp;v\u00e1m model sice n\u011bjak\u00e9 rozlo\u017een\u00ed vytvo\u0159\u00ed, ale bude dost odtr\u017een\u00e9 od&nbsp;reality. Dopad t\u011bchto kan\u00e1l\u016f model v&nbsp;podstat\u011b zpr\u016fm\u011bruje. Kan\u00e1l, kter\u00fd m\u00e1 ve&nbsp;skute\u010dnosti velmi \u0161patn\u00e9 v\u00fdsledky, tak bude najednou vych\u00e1zet celkem dob\u0159e a&nbsp;naopak. Hezky to <a href=\"https:\/\/youtu.be\/qaZem9JL7yA?si=UMuxwQua8avamIj0\">ukazuje <\/a>Jonathan Hershaff, data scientist z&nbsp;AirBnB. \u010c\u00edm rozh\u00e1zen\u011bj\u0161\u00ed a&nbsp;\u201cmessy\u201d marketingov\u00e1 data m\u00e1te (n\u00e1hodn\u00e9 vyp\u00edn\u00e1n\u00ed marketingov\u00fdch kan\u00e1l\u016f, v\u00fdrazn\u00e9 zm\u011bny v&nbsp;rozpo\u010dtech apod.), t\u00edm l\u00e9pe pro model. \u010c\u00edm v\u00edce dr\u017e\u00edte rozd\u011blen\u00ed typu \u201cdo Skliku d\u00e1v\u00e1me t\u0159etinu toho, co do&nbsp;Google Ads a&nbsp;do&nbsp;Mety d\u00e1v\u00e1me polovinu\u201d, t\u00edm v\u00edc budete m\u00edt pr\u00e1ce s&nbsp;postupnou kalibrac\u00ed. Stejn\u011b tak pokud m\u00e1te \u201ckampan\u011b, kter\u00e9 spou\u0161t\u00edme jen v&nbsp;sez\u00f3n\u011b\u201d - ty toti\u017e budou v&nbsp;modelu vych\u00e1zet v&nbsp;podstat\u011b v\u017edy extr\u00e9mn\u011b nadhodnocen\u00e9.<\/p>\n<p>Na probl\u00e9m s&nbsp;<b>korelac\u00ed mezi jednotliv\u00fdmi \u010d\u00e1stmi modelu<\/b> naraz\u00edme i&nbsp;u&nbsp;vyhodnocov\u00e1n\u00ed affiliate, <a href=\"https:\/\/www.linkedin.com\/posts\/adamsilhan_remarketing-tucnacimoudrost-activity-7293274695469072384-MpQ3?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAnbfS4BClHbpQJ5Uw16FXrfIIV3kB6LS5c\">remarketingu<\/a>, \u010di <a href=\"https:\/\/www.linkedin.com\/posts\/adamsilhan_mmm-tucnacimoudrost-activity-7300464008862523392-U7MJ?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAnbfS4BClHbpQJ5Uw16FXrfIIV3kB6LS5c\">inzerov\u00e1n\u00ed na&nbsp;vlastn\u00ed brand<\/a>.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_ugly.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_ugly-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_ugly-300x171.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_ugly-1024x585.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/surreal_penguin_the_ugly.png 1792w\" sizes=\"(min-width: 1024px) 1792px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8259 size-full\" alt width=\"1792\" height=\"1024\"><\/a><\/p>\n<h2>The ugly - nedostatky, kalibrace a&nbsp;validace<\/h2>\n<p>M\u016f\u017ee se zd\u00e1t, \u017ee&nbsp;se bav\u00edme o&nbsp;t\u0159ech dostate\u010dn\u011b odli\u0161n\u00fdch t\u00e9matech, ale v\u0161echna jsou trochu bolestiv\u00e1, tak je projdeme ve&nbsp;spole\u010dn\u00e9 sekci.<\/p>\n<p>Dote\u010f jsme se bavili \u010dist\u011b o&nbsp;modelaci propaga\u010dn\u00edch aktivit. Ta prav\u00e1 s\u00edla MMM ale p\u0159ich\u00e1z\u00ed v&nbsp;moment\u011b, kdy do&nbsp;n\u011bj zapoj\u00edme i&nbsp;dal\u0161\u00ed marketingov\u00e9 prom\u011bnn\u00e9 - slevov\u00e9 akce, v\u011bt\u0161\u00ed zm\u011bny v&nbsp;distribuci (nap\u0159. otev\u0159en\u00ed nov\u00e9 pobo\u010dky) nebo t\u0159eba roz\u0161\u00ed\u0159en\u00ed produktov\u00e9 \u0159ady. A&nbsp;to je chv\u00edle, kdy firmy \u010dasto ztrat\u00ed soudnost. Co kdybychom toti\u017e krom\u011b marketingov\u00fdch kan\u00e1l\u016f zapojili nejen na\u0161e propaga\u010dn\u00ed akce, ale i&nbsp;akce konkurence, po\u010das\u00ed a&nbsp;v\u00fdvoj ekonomiky? <b>\u010c\u00edm v\u00edce prom\u011bnn\u00fdch p\u0159id\u00e1v\u00e1me, t\u00edm v\u00edce pot\u0159ebujeme datov\u00fdch bod\u016f.<\/b> Tedy bu\u010f del\u0161\u00ed \u010dasov\u00e9 obdob\u00ed, nebo jinou z\u00e1sadn\u00ed segmentaci - geografick\u00e9 rozd\u011blen\u00ed. To ale z&nbsp;technick\u00fdch d\u016fvod\u016f v\u011bt\u0161inou zvl\u00e1dneme rozd\u011blit a\u017e na&nbsp;\u00farovni zem\u00ed a&nbsp;srovn\u00e1vat data ze zem\u00ed v&nbsp;rozd\u00edln\u00e9 dosp\u011blosti trhu a&nbsp;na\u0161\u00ed pozice na&nbsp;n\u011bm taky nen\u00ed \u00fapln\u011b dobr\u00fd n\u00e1pad (tam je v\u011bt\u0161inou v\u00fdrazn\u011b lep\u0161\u00ed m\u00edt vlastn\u00ed model pro ka\u017edou zemi \/ skupinu zem\u00ed podle jejich podobnosti zvl\u00e1\u0161\u0165).<\/p>\n<p>Tak\u017ee to vy\u0159e\u0161\u00edme t\u00edm, \u017ee&nbsp;prodlou\u017e\u00edme obdob\u00ed, kter\u00fdm model \u201cnakrm\u00edme\u201d? Teoreticky spr\u00e1vn\u00e1 odpov\u011b\u010f, kter\u00e1 nar\u00e1\u017e\u00ed na&nbsp;jeden z\u00e1sadn\u00ed probl\u00e9m. <b>Podm\u00ednky se v&nbsp;\u010dase bohu\u017eel m\u011bn\u00ed<\/b>. P\u00e1r let zp\u00e1tky jsme tu nap\u0159\u00edklad m\u011bli covid. A&nbsp;asi m\u00e1lokdo bude tvrdit, \u017ee&nbsp;kampan\u011b fungovaly stejn\u011b b\u011bhem n\u011bj i&nbsp;po n\u011bm. Incentivy jinak funguj\u00ed v&nbsp;r\u016fzn\u00fdch f\u00e1z\u00edch dosp\u011blosti trhu i&nbsp;na\u0161\u00ed zn\u00e1mosti na&nbsp;n\u011bm. A&nbsp;bohu\u017eel i&nbsp;ty marketingov\u00e9 kan\u00e1ly, \u010di samotn\u00e9 kampan\u011b se dost prom\u011b\u0148uj\u00ed. To jak funguj\u00ed Google Ads dnes, je diametr\u00e1ln\u011b odli\u0161n\u00e9 od&nbsp;toho, jak fungovaly p\u00e1r let zp\u00e1tky. Pokud se budeme tv\u00e1\u0159it, \u017ee&nbsp;jsou to jen drobn\u00e9 nuance, model s\u00e1m n\u00e1s na&nbsp;tento probl\u00e9m neupozorn\u00ed. Prolo\u017e\u00ed si data nap\u0159\u00ed\u010d \u010dasov\u00fdm obdob\u00edm, dopo\u010d\u00edt\u00e1 jednotliv\u00e9 vlivy a&nbsp;v\u0161e bude vypadat na&nbsp;prvn\u00ed pohled v&nbsp;po\u0159\u00e1dku. Jen ty v\u00fdstupy bohu\u017eel nebudou p\u0159\u00edli\u0161 odpov\u00eddat realit\u011b. Ide\u00e1ln\u011b tedy za\u010d\u00ednat s&nbsp;rozumn\u011b dlouh\u00fdm \u010dasov\u00fdm obdob\u00edm (1,5 roku - 2&nbsp;roky), pouze s&nbsp;medi\u00e1ln\u00edmi kan\u00e1ly dopln\u011bn\u00fdmi maxim\u00e1ln\u011b o&nbsp;1-2 dal\u0161\u00ed prom\u011bnn\u00e9 a&nbsp;postupn\u011b p\u0159id\u00e1vat.<\/p>\n<p>T\u0159et\u00ed z\u00e1bavn\u00fd probl\u00e9m p\u0159edstavuje tzv. <b>mediator vs confounding variable problem<\/b>. Confounding variable je prom\u011bnn\u00e1, kter\u00e1 m\u00e1 vliv jak na&nbsp;jinou prom\u011bnnou, tak na&nbsp;v\u00fdsledek. Nap\u0159\u00edklad objem vyhled\u00e1v\u00e1n\u00ed je v\u00fdborn\u00e1 confounding variable pro vyhled\u00e1vac\u00ed kampan\u011b, proto\u017ee zp\u0159es\u0148uje, jak\u00fd je dopad vyhled\u00e1vac\u00edch kampan\u00ed na&nbsp;celkov\u00e9 tr\u017eby. Tedy jak moc jsme schopni ovlivnit v\u00fdsledky t\u011bchto kampan\u00ed t\u00edm, \u017ee&nbsp;u&nbsp;nich budeme zvy\u0161ovat rozpo\u010dty bez toho, ani\u017e by se zvy\u0161ovala popt\u00e1vka. Mediator variable je prom\u011bnn\u00e1, kter\u00e1 je sama ovlivn\u011bna jinou prom\u011bnnou. Nap\u0159\u00edklad objem vyhled\u00e1v\u00e1n\u00ed je v\u00fdborn\u00e1 mediator variable pro jak\u00e9koliv kampan\u011b, kter\u00e9 zvy\u0161uj\u00ed popt\u00e1vku (p\u0159edstavte si t\u0159eba televizn\u00ed kampan\u011b). Tak\u017ee na&nbsp;jednu stranu bychom cht\u011bli vyu\u017e\u00edt objem vyhled\u00e1v\u00e1n\u00ed k&nbsp;zp\u0159esn\u011bn\u00ed dopadu vyhled\u00e1vac\u00edch kampan\u00ed, na&nbsp;druhou stranu <span style=\"font-weight: 400;\">vyhled\u00e1v\u00e1n\u00ed ovliv\u0148uj\u00ed p\u0159\u00edmo kampan\u011b<\/span>, kter\u00e9 zvy\u0161uj\u00ed popt\u00e1vku. A&nbsp;jeliko\u017e v&nbsp;jednom modelu nem\u016f\u017ee jedna prom\u011bnn\u00e1 zast\u00e1vat ob\u011b role, mus\u00edme se rozmyslet, jestli je pro n\u00e1s d\u016fle\u017eit\u011bj\u0161\u00ed dob\u0159e vyhodnotit vyhled\u00e1vac\u00ed kampan\u011b, nebo kampan\u011b zvy\u0161uj\u00edc\u00ed popt\u00e1vku. Existuj\u00ed triky, kter\u00fdmi m\u016f\u017eeme jeden marketing mix model rozd\u011blit na&nbsp;v\u00edcero a&nbsp;v&nbsp;ka\u017ed\u00e9m p\u0159istupovat k&nbsp;objemu vyhled\u00e1v\u00e1n\u00ed jin\u00fdm zp\u016fsobem, ale toto pat\u0159\u00ed mezi jeden z&nbsp;t\u011bch p\u0159\u00edpad\u016f, u&nbsp;kter\u00e9ho by m\u011blo sv\u00edtit jasn\u00e9 \u201cDO NOT TRY THIS AT&nbsp;HOME!\u201d.<\/p>\n<p>Postupn\u011b se dost\u00e1v\u00e1me k&nbsp;samotn\u00e9 <b>validaci modelu<\/b>. Jak poznat, \u017ee&nbsp;n\u00e1m model d\u00e1v\u00e1 opravdu relevantn\u00ed v\u00fdstupy? Ide\u00e1ln\u011b za\u010dn\u011bme ov\u011b\u0159en\u00edm, jestli model dok\u00e1\u017ee odhalit dopad kan\u00e1l\u016f v&nbsp;p\u0159\u00edpad\u011b, \u017ee&nbsp;my tento dopad zn\u00e1me. Jak to m\u016f\u017eeme ud\u011blat? Vygenerujeme si dummy data, u&nbsp;kter\u00fdch zn\u00e1me rozlo\u017een\u00ed a&nbsp;dopad na&nbsp;tr\u017eby, nakrm\u00edme jimi model a&nbsp;\u010dek\u00e1me, jak dob\u0159e je tref\u00ed. Pokud se mu to moc neda\u0159\u00ed, nejsp\u00ed\u0161 jsme model nevytvo\u0159ili \u00fapln\u011b spr\u00e1vn\u011b. V&nbsp;druh\u00e9 f\u00e1zi validujeme model pomoc\u00ed tzv. holdout test\u016f<b>. <\/b>Nech\u00e1me model zapomenout \u010d\u00e1st dat a&nbsp;na&nbsp;nich testujeme v\u00fdstupy modelu. Ide\u00e1ln\u011b d\u011bl\u00e1me v\u00edce holdout test\u016f v\u00edce v&nbsp;r\u016fzn\u00fdch \u010dasov\u00fdch \u00fasec\u00edch, abychom si ov\u011b\u0159ili p\u0159\u00edpadn\u00e9 zkreslen\u00ed sez\u00f3nnost\u00ed \/ jin\u00fdm extern\u00edm faktorem. Valida\u010dn\u00edch technik je v\u00edce, ale tyto pova\u017euji za dv\u011b hlavn\u00ed a&nbsp;jen jejich zapojen\u00edm budete d\u00e1l ne\u017e v\u011bt\u0161ina firem, kter\u00e1 zkou\u0161\u00ed MMM implementovat.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/roi-by-channel.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/roi-by-channel-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/roi-by-channel-300x300.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/roi-by-channel.png 442w\" sizes=\"(min-width: 300px) 442px, (min-width: 150px) 300px, 150px\" class=\"aligncenter wp-image-8268 size-full\" alt width=\"442\" height=\"444\"><\/a><\/p>\n<p>Pokud berete vyhodnocov\u00e1n\u00ed kampan\u00ed opravdu v\u00e1\u017en\u011b, nejsp\u00ed\u0161 jste u\u017e ud\u011blali alespo\u0148 p\u00e1r inkrement\u00e1ln\u00edch experiment\u016f, p\u0159i kter\u00fdch jste vyhodnocovali dopad kampan\u011b \/ marketingov\u00e9ho kan\u00e1lu. A&nbsp;v&nbsp;moment\u011b, kdy m\u00e1te prvn\u00ed MMM v\u00fdstupy, je dobr\u00e9 srovnat tyto v\u00fdsledky s&nbsp;MMM v\u00fdstupy. Li\u0161\u00ed se? Jak moc? \u010c\u00edm v\u011bt\u0161\u00ed je rozd\u00edl mezi inkrement\u00e1ln\u00edm experimentem a&nbsp;v\u00fdstupem, t\u00edm v\u011bt\u0161\u00ed je \u0161ance, \u017ee&nbsp;model nen\u00ed dob\u0159e postaven\u00fd. Sice se m\u016f\u017eete uchl\u00e1cholit t\u00edm, \u017ee&nbsp;model podle v\u00fdsledk\u016f inkrement\u00e1ln\u00edho experimentu <b>kalibrujete <\/b>(ohnete), ale je to opravdu nejlep\u0161\u00ed zp\u016fsob? Ne\u0159\u00edk\u00e1 n\u00e1m v&nbsp;tu chv\u00edli model celkem jasn\u011b, \u017ee&nbsp;opravdov\u00fd ROI nen\u00ed schopen odhalit a&nbsp;nejsp\u00ed\u0161 obsahuje z\u00e1sadn\u00ed chybu ve&nbsp;sv\u00e9m nastaven\u00ed, kterou byste m\u011bli prvn\u011b odhalit?<\/p>\n<p>Je tedy kalibrace v\u017edycky \u0161patn\u00fd n\u00e1pad, kter\u00fd jen zp\u016fsob\u00ed p\u0159epo\u010d\u00edt\u00e1n\u00ed ostatn\u00edch prom\u011bnn\u00fdch, ale bez jistoty, \u017ee&nbsp;v\u00fdstupy opravdu zp\u0159esn\u00ed? \u017de jen nedojde ke&nbsp;zk\u0159iven\u00ed na&nbsp;jin\u00fdch m\u00edstech? To bohu\u017eel nejsou ot\u00e1zky, na&nbsp;kter\u00e9 by byly jednoduch\u00e9 odpov\u011bdi. Meridian je zalo\u017een\u00fd na&nbsp;<a href=\"https:\/\/www.countbayesie.com\/blog\/2015\/2\/18\/hans-solo-and-bayesian-priors\">bayesovsk\u00e9m p\u0159\u00edstupu ke&nbsp;statistice <\/a>a&nbsp;s&nbsp;pot\u0159ebou kalibrac\u00ed tak po\u010d\u00edt\u00e1. Jen se jedn\u00e1 o&nbsp;netrivi\u00e1ln\u00ed rozhodnut\u00ed, kter\u00e9 m\u016f\u017ee cel\u00fd model rozhodit. Proto se v\u017edy zamyslete, jestli nen\u00ed mo\u017en\u00e9 v\u00fdstupy modelu zp\u0159esnit jin\u00fdm zp\u016fsobem.<\/p>\n<p>Zvl\u00e1\u0161\u0165 kritick\u00fd jsem ke&nbsp;kalibraci modelu na&nbsp;z\u00e1klad\u011b case studies a&nbsp;literatury. Pokud si nejsme 100% jisti, jak v&nbsp;dan\u00e9m p\u0159\u00edpad\u011b k&nbsp;v\u00fdstup\u016fm p\u0159i\u0161li, nen\u00ed podle m\u011b dobr\u00fd n\u00e1pad je slep\u011b p\u0159ej\u00edmat a&nbsp;zan\u00e1\u0161et tak do&nbsp;modelu dal\u0161\u00ed potenci\u00e1ln\u00ed zkreslen\u00ed.<\/p>\n<p>Mo\u017en\u00e1 jste po p\u0159e\u010dten\u00ed \u010dl\u00e1nku ztratili ve\u0161ker\u00e9 iluze o&nbsp;MMM a&nbsp;berete ho za slepou cestu. Ale to by podle m\u011b byla velk\u00e1 chyba. Marketing mix modeling m\u00e1 spoustu sv\u00fdch probl\u00e9m\u016f a&nbsp;specifik, kter\u00e9 je pot\u0159eba vz\u00edt v&nbsp;\u00favahu, ale to pouze znamen\u00e1, \u017ee&nbsp;nesta\u010d\u00ed spustit n\u00e1hodn\u00fd model (a\u0165 u\u017e open source, nebo postaven\u00e9 SaaS \u0159e\u0161en\u00ed) a&nbsp;m\u00e1te vystar\u00e1no. Nejv\u00edc pr\u00e1ce zabere samotn\u00e1 kontrola va\u0161ich dat a&nbsp;validace modelu.<\/p>\n<p>Nehled\u011b na&nbsp;v\u0161echny nedostatky jsem st\u00e1le p\u0159esv\u011bd\u010den\u00fd, \u017ee&nbsp;spr\u00e1vn\u011b vylad\u011bn\u00e9 MMM je v&nbsp;dne\u0161n\u00ed dob\u011b nejlep\u0161\u00ed n\u00e1stroj na&nbsp;celkov\u00e9 \u0159\u00edzen\u00ed marketingov\u00fdch investic.<\/p>\n<h2>Co n\u00e1s \u010dek\u00e1 na&nbsp;dal\u0161\u00edch tu\u010d\u0148\u00e1\u010d\u00edch webin\u00e1\u0159\u00edch<\/h2>\n<p>Dal\u0161\u00ed webin\u00e1\u0159 zat\u00edm nem\u00e1me vypsan\u00fd, ale dal\u0161\u00ed dv\u011b marketingov\u011b-datov\u00e1 t\u00e9mata u\u017e m\u00e1me p\u0159ipraven\u00e1. Chcete b\u00fdt prvn\u00ed, kdo se o&nbsp;nich dozv\u00ed? <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSeK4syslY080xUp6ZH3T9k3iTacIBs6r7Vxj21iS2_OkC2qJg\/viewform?usp=dialog\">Zapi\u0161te se<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The good, the bad and the ugly marketing mix modelingu. V&nbsp;\u010dem je skv\u011bl\u00fd, v&nbsp;jak\u00fdch p\u0159\u00edpadech se nehod\u00ed a&nbsp;na&nbsp;co je pot\u0159eba si d\u00e1t pozor. Adam sepsal hlavn\u00ed body z&nbsp;b\u0159eznov\u00e9ho tu\u010d\u0148\u00e1\u010d\u00edho webin\u00e1\u0159e o&nbsp;vyhodnocov\u00e1n\u00ed pohledem MMM.<\/p>\n","protected":false},"author":7,"featured_media":8247,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[370,70],"tags":[340,432,102,476,101,485],"class_list":["post-8236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytika","category-marketing","tag-data","tag-data-driven","tag-marketing-2","tag-mmm","tag-online-marketing","tag-webinare"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"The good, the bad and the ugly marketing mix modelingu. V&nbsp;\u010dem je skv\u011bl\u00fd, v&nbsp;jak\u00fdch p\u0159\u00edpadech se nehod\u00ed a&nbsp;na&nbsp;co je pot\u0159eba si d\u00e1t pozor. Adam sepsal hlavn\u00ed body z&nbsp;b\u0159eznov\u00e9ho tu\u010d\u0148\u00e1\u010d\u00edho webin\u00e1\u0159e o&nbsp;vyhodnocov\u00e1n\u00ed pohledem MMM.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\" \/>\n<meta property=\"og:site_name\" content=\"igloonet blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/igloonet\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-13T14:06:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-07T08:36:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Adam \u0160ilhan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@NEmarketak\" \/>\n<meta name=\"twitter:site\" content=\"@igloonet\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adam \u0160ilhan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\"},\"author\":{\"name\":\"Adam \u0160ilhan\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/a1aada43c3b360cc63f8e2c01809d429\"},\"headline\":\"Marketing Mix Modeling - co to je, jak s&nbsp;t\u00edm pracovat a&nbsp;na&nbsp;co si d\u00e1t&nbsp;pozor\",\"datePublished\":\"2025-03-13T14:06:21+00:00\",\"dateModified\":\"2025-04-07T08:36:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\"},\"wordCount\":2480,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png\",\"keywords\":[\"data\",\"data-driven\",\"marketing\",\"mmm\",\"online marketing\",\"webin\u00e1\u0159e\"],\"articleSection\":[\"Analytika\",\"Marketing\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\",\"url\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\",\"name\":\"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog\",\"isPartOf\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png\",\"datePublished\":\"2025-03-13T14:06:21+00:00\",\"dateModified\":\"2025-04-07T08:36:03+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage\",\"url\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png\",\"contentUrl\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png\",\"width\":1200,\"height\":628,\"caption\":\"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Analytika\",\"item\":\"https:\/\/igloonet.cz\/blog\/rubriky\/analytika\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing Mix Modeling &#8211; co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#website\",\"url\":\"https:\/\/igloonet.cz\/blog\/\",\"name\":\"igloonet blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/igloonet.cz\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#organization\",\"name\":\"igloonet\",\"url\":\"https:\/\/igloonet.cz\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png\",\"contentUrl\":\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png\",\"width\":650,\"height\":465,\"caption\":\"igloonet\"},\"image\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/igloonet\",\"https:\/\/x.com\/igloonet\",\"https:\/\/instagram.com\/igloonet\/\",\"https:\/\/www.linkedin.com\/company\/igloonet\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/a1aada43c3b360cc63f8e2c01809d429\",\"name\":\"Adam \u0160ilhan\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/aa03ce5f493a168de15b09b9835eb6f92c752b564ac1f18cf0ff09c3863bcba2?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/aa03ce5f493a168de15b09b9835eb6f92c752b564ac1f18cf0ff09c3863bcba2?s=96&d=retro&r=g\",\"caption\":\"Adam \u0160ilhan\"},\"description\":\"Vedu igloo t\u00fdm analytik\u016f a s klienty \u0159e\u0161\u00edm tu z\u00e1bavnou \u010d\u00e1st na pomez\u00ed dat a marketingu. V posledn\u00ed dob\u011b m\u011b chytnul freediving, tak m\u011b ob\u010das m\u016f\u017eete vid\u011bt topit.\",\"sameAs\":[\"https:\/\/igloonet.cz\/adam\",\"https:\/\/www.linkedin.com\/in\/adamsilhan\/\",\"https:\/\/x.com\/NEmarketak\"],\"url\":\"https:\/\/igloonet.cz\/blog\/author\/adam\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog","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:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/","og_locale":"cs_CZ","og_type":"article","og_title":"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog","og_description":"The good, the bad and the ugly marketing mix modelingu. V&nbsp;\u010dem je skv\u011bl\u00fd, v&nbsp;jak\u00fdch p\u0159\u00edpadech se nehod\u00ed a&nbsp;na&nbsp;co je pot\u0159eba si d\u00e1t pozor. Adam sepsal hlavn\u00ed body z&nbsp;b\u0159eznov\u00e9ho tu\u010d\u0148\u00e1\u010d\u00edho webin\u00e1\u0159e o&nbsp;vyhodnocov\u00e1n\u00ed pohledem MMM.","og_url":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/","og_site_name":"igloonet blog","article_publisher":"https:\/\/www.facebook.com\/igloonet","article_published_time":"2025-03-13T14:06:21+00:00","article_modified_time":"2025-04-07T08:36:03+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png","type":"image\/png"}],"author":"Adam \u0160ilhan","twitter_card":"summary_large_image","twitter_creator":"@NEmarketak","twitter_site":"@igloonet","twitter_misc":{"Napsal(a)":"Adam \u0160ilhan","Odhadovan\u00e1 doba \u010dten\u00ed":"12 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#article","isPartOf":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/"},"author":{"name":"Adam \u0160ilhan","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/a1aada43c3b360cc63f8e2c01809d429"},"headline":"Marketing Mix Modeling - co to je, jak s&nbsp;t\u00edm pracovat a&nbsp;na&nbsp;co si d\u00e1t&nbsp;pozor","datePublished":"2025-03-13T14:06:21+00:00","dateModified":"2025-04-07T08:36:03+00:00","mainEntityOfPage":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/"},"wordCount":2480,"commentCount":0,"publisher":{"@id":"https:\/\/igloonet.cz\/blog\/#organization"},"image":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage"},"thumbnailUrl":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png","keywords":["data","data-driven","marketing","mmm","online marketing","webin\u00e1\u0159e"],"articleSection":["Analytika","Marketing"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/","url":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/","name":"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor | igloonet blog","isPartOf":{"@id":"https:\/\/igloonet.cz\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage"},"image":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage"},"thumbnailUrl":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png","datePublished":"2025-03-13T14:06:21+00:00","dateModified":"2025-04-07T08:36:03+00:00","breadcrumb":{"@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#primaryimage","url":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png","contentUrl":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2025\/03\/adam1.png","width":1200,"height":628,"caption":"Marketing Mix Modeling - co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor"},{"@type":"BreadcrumbList","@id":"https:\/\/igloonet.cz\/blog\/marketing-mix-modeling-co-to-je-jak-s-tim-pracovat-a-na-co-si-dat-pozor\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Analytika","item":"https:\/\/igloonet.cz\/blog\/rubriky\/analytika\/"},{"@type":"ListItem","position":2,"name":"Marketing Mix Modeling &#8211; co to je, jak s t\u00edm pracovat a na co si d\u00e1t pozor"}]},{"@type":"WebSite","@id":"https:\/\/igloonet.cz\/blog\/#website","url":"https:\/\/igloonet.cz\/blog\/","name":"igloonet blog","description":"","publisher":{"@id":"https:\/\/igloonet.cz\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/igloonet.cz\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/igloonet.cz\/blog\/#organization","name":"igloonet","url":"https:\/\/igloonet.cz\/blog\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png","contentUrl":"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/07\/RGB_LVPC_igloonet.png","width":650,"height":465,"caption":"igloonet"},"image":{"@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/igloonet","https:\/\/x.com\/igloonet","https:\/\/instagram.com\/igloonet\/","https:\/\/www.linkedin.com\/company\/igloonet"]},{"@type":"Person","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/a1aada43c3b360cc63f8e2c01809d429","name":"Adam \u0160ilhan","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/aa03ce5f493a168de15b09b9835eb6f92c752b564ac1f18cf0ff09c3863bcba2?s=96&d=retro&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/aa03ce5f493a168de15b09b9835eb6f92c752b564ac1f18cf0ff09c3863bcba2?s=96&d=retro&r=g","caption":"Adam \u0160ilhan"},"description":"Vedu igloo t\u00fdm analytik\u016f a s klienty \u0159e\u0161\u00edm tu z\u00e1bavnou \u010d\u00e1st na pomez\u00ed dat a marketingu. V posledn\u00ed dob\u011b m\u011b chytnul freediving, tak m\u011b ob\u010das m\u016f\u017eete vid\u011bt topit.","sameAs":["https:\/\/igloonet.cz\/adam","https:\/\/www.linkedin.com\/in\/adamsilhan\/","https:\/\/x.com\/NEmarketak"],"url":"https:\/\/igloonet.cz\/blog\/author\/adam\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/8236","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/comments?post=8236"}],"version-history":[{"count":9,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/8236\/revisions"}],"predecessor-version":[{"id":8295,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/posts\/8236\/revisions\/8295"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/media\/8247"}],"wp:attachment":[{"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/media?parent=8236"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/categories?post=8236"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/igloonet.cz\/blog\/wp-json\/wp\/v2\/tags?post=8236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}