Data a jejich zpracování pro segmentaci a personalizaci v digitálním marketingu

The work is devoted to the importance of data, especially from the online environment for its use in the digital marketing. The introductory part provides arguments for need of collecting and subsequent use of data for precise segmentation and subsequent meaningful personalization of the content or offer. It includes theoretical introductions of key tools of digital marketing as well as an explanation of marketing evolution that begins with Marketing 1.0 and ends (only in this work) with Marketing 4.0, which is also a marketing direction bringing technology to today's most innovative approach, which is Marketing 3.0. The theoretical part also pay special attention to the concepts of personalization and segmentation, as well as psychometry. The chapter on psychometry is followed by qualitative research in the form of a case study of a bank campaign in which the segmentation and personalization method called COREctic was used. The study has three parts: the initial situation before using the COREctic method, then the second part with activities related to the implementation of COREctic in the company with own CRM data, and the third part introduses campaign results and shows that the COREctic algorithm significantly increased customer positive responses.