{"id":1774,"date":"2026-07-16T16:25:18","date_gmt":"2026-07-16T14:25:18","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=case&#038;p=1774"},"modified":"2026-07-16T17:03:28","modified_gmt":"2026-07-16T15:03:28","slug":"knuspr-470-novych-zakazniku-full-funnel-strategie","status":"publish","type":"case","link":"https:\/\/mairateam.com\/cs\/pripadove-studie\/knuspr-470-novych-zakazniku-full-funnel-strategie\/","title":{"rendered":"Knuspr: +470 % nov\u00fdch z\u00e1kazn\u00edk\u016f ve Frankfurtu d\u00edky full-funnel strategii a AI"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Klient: Knuspr<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Knuspr.de je online supermarket ze skupiny Rohlik Group, kter\u00fd v N\u011bmecku doru\u010duje \u010derstv\u00e9 potraviny b\u011bhem n\u011bkolika hodin. P\u016fsob\u00ed p\u0159edev\u0161\u00edm v Mnichov\u011b, Frankfurtu a Berl\u00edn\u011b a c\u00edl\u00ed na z\u00e1kazn\u00edky, kte\u0159\u00ed chcej\u00ed kvalitn\u00ed n\u00e1kup bez cesty do obchodu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>V\u00fdzva: dlouh\u00e1 a rozt\u0159\u00ed\u0161t\u011bn\u00e1 cesta z\u00e1kazn\u00edka<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">U online n\u00e1kupu potravin plat\u00ed, \u017ee ne\u017e z\u00e1kazn\u00edk poprv\u00e9 nakoup\u00ed, pot\u0159ebuje se se zna\u010dkou potkat hned n\u011bkolikr\u00e1t. Cesta z\u00e1kazn\u00edka byla dlouh\u00e1 a rozt\u0159\u00ed\u0161t\u011bn\u00e1 a kl\u00ed\u010dovou v\u00fdzvou bylo <strong>spr\u00e1vn\u011b m\u011b\u0159it a atribuovat jednotliv\u00e9 touchpointy<\/strong> nap\u0159\u00ed\u010d kampan\u011bmi na YouTube, v Demand Gen, v aplikaci a na Connected TV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A jakmile z\u00e1kazn\u00edk poprv\u00e9 nakoupil, bylo pot\u0159eba ho udr\u017eet. Knuspr pracuje s <strong>v\u00edce ne\u017e 15 z\u00e1kaznick\u00fdmi segmenty<\/strong> a ka\u017ed\u00fd z nich vy\u017eaduje jinou komunikaci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rostla i zna\u010dka<\/strong><\/h2>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Top of mind pov\u011bdom\u00ed (meziro\u010dn\u011b)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"+150 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">+150&nbsp;%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Spont\u00e1nn\u00ed znalost zna\u010dky (meziro\u010dn\u011b)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"+120 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">+120&nbsp;%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Frekvence n\u00e1kup\u016f (meziro\u010dn\u011b)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"+10.8 %\" gsap-decimals=\"3\" gsap-suffix=\" %\">+10,8&nbsp;%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Mezikvart\u00e1ln\u011b (Q2 vs Q1 2025) p\u0159ibylo o 29 % v\u00edce nov\u00fdch z\u00e1kazn\u00edk\u016f p\u0159i o 27 % ni\u017e\u0161\u00ed cen\u011b za akvizici. Vn\u00edm\u00e1n\u00ed atribut\u016f zna\u010dky meziro\u010dn\u011b pos\u00edlilo o 11 %.<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-knuspr-funnel-cz-v3.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/maira-case-knuspr-funnel-cz-v3.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-knuspr-funnel-cz-v3.png\" width=\"1600\" height=\"1091\" alt=\"Infografika tmav\u011b zelen\u00e9ho odst\u00ednu o full-funnel strategii na datech; \u010dty\u0159i bloky s n\u00e1zvy Pov\u011bdom\u00ed, Zva\u017eov\u00e1n\u00ed, Konverze, Retence a doprovodn\u00fdmi oran\u017eov\u00fdmi procenty vpravo.\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"prose prose-sm max-w-none mt-2 italic\">Full-funnel strategie pro Knuspr: od pov\u011bdom\u00ed p\u0159es zva\u017eov\u00e1n\u00ed a&nbsp;konverzi a\u017e po retenci.<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>N\u00e1\u0161 p\u0159\u00edstup: data a kreativa v jedn\u00e9 strategii<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Datov\u00e9 inovace<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Enhanced Conversions:<\/strong> P\u0159esn\u00e1 atribuce nap\u0159\u00ed\u010d touchpointy a efektivn\u00ed alokace medi\u00e1ln\u00edch investic.<\/li>\n\n\n\n<li><strong>Customer Match:<\/strong> Segmentace v\u00edce ne\u017e 15 z\u00e1kaznick\u00fdch skupin s komunikac\u00ed na m\u00edru, nap\u0159\u00edklad Baby Club, z\u00e1kazn\u00edci s rizikem odchodu nebo \u010dlenov\u00e9 v\u011brnostn\u00edho programu.<\/li>\n\n\n\n<li><strong>Vylou\u010den\u00ed kvalifikovan\u00fdch z\u00e1kazn\u00edk\u016f z akvizi\u010dn\u00edch kampan\u00ed:<\/strong> Rozpo\u010det se soust\u0159ed\u00ed jen na z\u00edsk\u00e1v\u00e1n\u00ed skute\u010dn\u011b nov\u00fdch z\u00e1kazn\u00edk\u016f.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Kreativn\u00ed dopad<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>YouTube Video Views kampan\u011b na Connected TV:<\/strong> Budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce del\u0161\u00edmi video form\u00e1ty na velk\u00e9 obrazovce.<\/li>\n\n\n\n<li><strong>Non-skip Video Reach kampan\u011b:<\/strong> Nep\u0159esko\u010diteln\u00e9 form\u00e1ty pro hero spoty.<\/li>\n\n\n\n<li><strong>Bumper reklamy:<\/strong> N\u00e1kladov\u011b efektivn\u00ed inkrement\u00e1ln\u00ed z\u00e1sah.<\/li>\n\n\n\n<li><strong>Demand Gen kampan\u011b:<\/strong> F\u00e1ze zva\u017eov\u00e1n\u00ed s lookalike a first-party publiky.<\/li>\n\n\n\n<li><strong>Personalizovan\u00e9 kreativy generovan\u00e9 pomoc\u00ed Gemini:<\/strong> Obsah \u0161it\u00fd na m\u00edru jednotliv\u00fdm segment\u016fm, nap\u0159\u00edklad mamink\u00e1m, foodies nebo vegan\u016fm.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kombinace p\u0159esn\u00e9ho m\u011b\u0159en\u00ed, pr\u00e1ce s first-party daty a kreativy \u0161it\u00e9 na m\u00edru segment\u016fm prom\u011bnila dlouhou n\u00e1kupn\u00ed cestu v m\u011b\u0159iteln\u00fd a \u0161k\u00e1lovateln\u00fd akvizi\u010dn\u00ed kan\u00e1l. <strong>Frankfurt meziro\u010dn\u011b vyrostl o 470 % nov\u00fdch z\u00e1kazn\u00edk\u016f<\/strong> a zna\u010dka Knuspr v\u00fdrazn\u011b pos\u00edlila pov\u011bdom\u00ed na konkuren\u010dn\u00edm n\u011bmeck\u00e9m trhu.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-service bg-primary-500 p-5 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex flex-col md:flex-row md:items-center gap-7\">\n\t\t\t\t\t\t\t<picture class=\"shrink-0 flex items-center justify-center size-32 md:size-50 lg:size-62\">\n\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/service-list-5-black.svg\" width=\"230\" height=\"230\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"w-full h-full object-contain filter-white-color\">\n\t\t\t\t<\/picture>\n\n\t\t<div class=\"flex flex-col justify-center\">\n\t\t\t<h2 class=\"font-bold text-2xl xs:text-3xl uppercase text-secondary-500 mb-4\">\n\t\t\t\tChcete r\u016fst jako Knuspr?\n\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"prose text-balance\">\n\t\t\t\t\t<p>Nastav\u00edme v\u00e1m m\u011b\u0159en\u00ed, segmentaci i&nbsp;kreativu, kter\u00e9 spole\u010dn\u011b ut\u00e1hnou cel\u00fd funnel. Ozv\u011bte se a&nbsp;probereme v\u00e1\u0161 potenci\u00e1l.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"mt-5\">\n\t\t\t\t\t\t\t\t\t<a href=\"\/cs\/#contact\" class=\"btn btn btn-tertiary\">\n\t\t\t\t\t\tNapi\u0161te n\u00e1m\t\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n","protected":false},"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-1774","case","type-case","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Full-funnel strategie s Enhanced Conversions, Customer Match a AI kreativami: +470 % nov\u00fdch z\u00e1kazn\u00edk\u016f ve Frankfurtu a o 58 % ni\u017e\u0161\u00ed CPA pro Knuspr.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/mairateam.com\/cs\/pripadove-studie\/knuspr-470-novych-zakazniku-full-funnel-strategie\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.10\" \/>\n\t\t<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Maira Team\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"+470 % nov\u00fdch z\u00e1kazn\u00edk\u016f | Knuspr | Case study MAIRA\" \/>\n\t\t<meta property=\"og:description\" content=\"Full-funnel strategie s Enhanced Conversions, Customer Match a AI kreativami: +470 % nov\u00fdch z\u00e1kazn\u00edk\u016f ve Frankfurtu a o 58 % ni\u017e\u0161\u00ed CPA pro Knuspr.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/mairateam.com\/cs\/pripadove-studie\/knuspr-470-novych-zakazniku-full-funnel-strategie\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1290\" \/>\n\t\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2026-07-16T14:25:18+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-07-16T15:03:28+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mairateam\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"+470 % nov\u00fdch z\u00e1kazn\u00edk\u016f | Knuspr | Case study MAIRA\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Full-funnel strategie s Enhanced Conversions, Customer Match a AI kreativami: +470 % nov\u00fdch z\u00e1kazn\u00edk\u016f ve Frankfurtu a o 58 % ni\u017e\u0161\u00ed CPA pro Knuspr.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/pripadove-studie\\\/knuspr-470-novych-zakazniku-full-funnel-strategie\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/pripadove-studie\\\/knuspr-470-novych-zakazniku-full-funnel-strategie\\\/#listItem\",\"name\":\"Knuspr: +470 % nov\\u00fdch z\\u00e1kazn\\u00edk\\u016f ve Frankfurtu d\\u00edky full-funnel strategii a AI\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/pripadove-studie\\\/knuspr-470-novych-zakazniku-full-funnel-strategie\\\/#listItem\",\"position\":2,\"name\":\"Knuspr: +470 % nov\\u00fdch z\\u00e1kazn\\u00edk\\u016f ve Frankfurtu d\\u00edky full-funnel strategii a AI\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/#listItem\",\"name\":\"Home\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/cs\\\/#organization\",\"name\":\"MAIRA\",\"description\":\"MAIRA je performance marketingov\\u00e1 agentura ze skupiny Proficio Hub. 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