{"id":5675,"date":"2025-11-13T08:02:38","date_gmt":"2025-11-13T08:02:38","guid":{"rendered":"https:\/\/assecoplatform.com\/2025\/11\/13\/jak-dane-analityczne-przeksztalcaja-marketing-handlowy-dla-producentow-lodow\/"},"modified":"2026-01-15T08:50:22","modified_gmt":"2026-01-15T08:50:22","slug":"jak-dane-analityczne-przeksztalcaja-marketing-handlowy-dla-producentow-lodow","status":"publish","type":"post","link":"https:\/\/assecoplatform.com\/pl\/2025\/11\/13\/jak-dane-analityczne-przeksztalcaja-marketing-handlowy-dla-producentow-lodow\/","title":{"rendered":"Jak dane analityczne przekszta\u0142caj\u0105 marketing handlowy dla producent\u00f3w lod\u00f3w"},"content":{"rendered":"\n<section class=\"wp-block-group hero-case-study is-layout-constrained wp-container-core-group-is-layout-a7c31ef8 wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<div class=\"wp-block-group alignfull hero__video-wrapper is-layout-constrained wp-container-core-group-is-layout-a7c31ef8 wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<figure class=\"wp-block-video alignfull hero__video-mobile\"><video autoplay=\"\" loop=\"\" muted=\"\" src=\"https:\/\/assecoplatform.com\/wp-content\/themes\/asseco-lp-fse\/dist\/images\/hero_animation_mobile.mp4\" playsinline=\"\"><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-video alignfull hero__video-desktop\"><video autoplay=\"\" loop=\"\" muted=\"\" src=\"https:\/\/assecoplatform.com\/wp-content\/themes\/asseco-lp-fse\/dist\/images\/hero_animation_desktop.mp4\"><\/video><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide hero__content-wrapper is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group hero__heading-logo is-layout-flow wp-block-group-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-how-data-driven-insights-transform-trade-marketing-for-ice-cream-producers\">Jak dane analityczne przekszta\u0142caj\u0105 marketing handlowy dla producent\u00f3w lod\u00f3w<\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-group hero__content-thumb top-maring-zero is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group content is-layout-flow wp-block-group-is-layout-flow\">\n<p>Marketing handlowy jest sercem biznesu lodowego. Od rozmieszczenia zamra\u017carek (<em>congelatore<\/em>) po sezonowe promocje, to w\u0142a\u015bnie dzi\u0119ki niemu producenci o\u017cywiaj\u0105 swoje produkty w punkcie sprzeda\u017cy. Jednak bez danych, te decyzje cz\u0119sto opieraj\u0105 si\u0119 bardziej na intuicji ni\u017c na dowodach \u2014 a na konkurencyjnym rynku, takim jak w\u0142oski, to nie wystarczy.  <\/p>\n\n\n\n<p>W\u0142oscy konsumenci nie ciesz\u0105 si\u0119 lodami tylko latem. Lodziarnie, kawiarnie i punkty HoReCa zapewniaj\u0105 ca\u0142oroczny popyt. Oznacza to, \u017ce marketing handlowy musi by\u0107 inteligentny, ukierunkowany i skuteczny we wszystkich kana\u0142ach \u2014 nie tylko skoncentrowany na sezonowych szczytach. Producenci, kt\u00f3rzy odnosz\u0105 sukces, to ci, kt\u00f3rzy zamieniaj\u0105 marketing handlowy z zgadywanki w precyzyjne dzia\u0142anie, nap\u0119dzane danymi sprzeda\u017cowymi od hurtownik\u00f3w.   <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-container-core-buttons-is-layout-6b4e3324 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button hero__scrolldown\"><a class=\"wp-block-button__link wp-element-button\">Przewi\u0144 w d\u00f3\u0142<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull hero__fullvideo-wrapper is-layout-constrained wp-container-core-group-is-layout-a7c31ef8 wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<figure class=\"wp-block-video alignfull\"><video height=\"270\" style=\"aspect-ratio: 480 \/ 270;\" width=\"480\" src=\"https:\/\/assecoplatform.com\/wp-content\/themes\/asseco-lp-fse\/dist\/images\/file_example_MP4_480_1_5MG.mp4\"><\/video><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill video-close\"><a class=\"wp-block-button__link wp-element-button\">Zamknij wideo<\/a><\/div>\n<\/div>\n<\/div>\n<\/section>\n\n<section class=\"wp-block-group article-ice-cream is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-the-challenge-trade-marketing-without-full-data\"><strong>Wyzwanie: Marketing handlowy bez pe\u0142nych danych<\/strong><\/h6>\n\n\n\n<p>Ka\u017cdy producent lod\u00f3w staje przed tymi samymi pytaniami:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border\"><img loading=\"lazy\" decoding=\"async\" width=\"144\" height=\"144\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/1big.png\" alt=\"\" class=\"wp-image-2464\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\" srcset=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/1big.png 144w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/1big-69x69.png 69w\" sizes=\"auto, (max-width: 144px) 100vw, 144px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Gdzie powinienem umie\u015bci\u0107 moj\u0105 nast\u0119pn\u0105 <em>congelatore<\/em>?<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border\"><img loading=\"lazy\" decoding=\"async\" width=\"144\" height=\"144\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/2big.png\" alt=\"\" class=\"wp-image-2465\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\" srcset=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/2big.png 144w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/2big-69x69.png 69w\" sizes=\"auto, (max-width: 144px) 100vw, 144px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Kt\u00f3re regiony zas\u0142uguj\u0105 na najwi\u0119kszy bud\u017cet promocyjny?<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border\"><img loading=\"lazy\" decoding=\"async\" width=\"144\" height=\"144\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/3-1.png\" alt=\"\" class=\"wp-image-2461\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\" srcset=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/3-1.png 144w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/03\/3-1-69x69.png 69w\" sizes=\"auto, (max-width: 144px) 100vw, 144px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Kt\u00f3re punkty sprzeda\u017cy wygeneruj\u0105 najwy\u017cszy zwrot z inwestycji?<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Bez danych od hurtownik\u00f3w, odpowiedzi s\u0105 niejasne. Producenci polegaj\u0105 na: <\/p>\n\n\n\n<div class=\"wp-block-columns animate-on-visible fade-to-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:20px;padding-top:var(--wp--preset--spacing--20-px);padding-right:var(--wp--preset--spacing--20-px);padding-bottom:var(--wp--preset--spacing--20-px);padding-left:var(--wp--preset--spacing--20-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"60\" height=\"60\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/chart-up-1.png\" alt=\"\" class=\"wp-image-5433\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-without-wholesaler-data-producers-rely-on\"><strong>Bez danych od hurtownik\u00f3w, producenci polegaj\u0105 na:<\/strong><\/h6>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li>Cz\u0119\u015bciowej widoczno\u015bci od w\u0142asnej si\u0142y sprzeda\u017cy,<\/li>\n\n\n\n<li>Szacunkach potencja\u0142u punkt\u00f3w sprzeda\u017cy,<\/li>\n\n\n\n<li>Op\u00f3\u017anionych lub brakuj\u0105cych raportach od hurtownik\u00f3w.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:20px;padding-top:var(--wp--preset--spacing--20-px);padding-right:var(--wp--preset--spacing--20-px);padding-bottom:var(--wp--preset--spacing--20-px);padding-left:var(--wp--preset--spacing--20-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"60\" height=\"60\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/data-1.png\" alt=\"\" class=\"wp-image-5434\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-the-result\"><strong>Rezultat?<\/strong><\/h6>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li>Zamra\u017carki trafiaj\u0105 do punkt\u00f3w sprzeda\u017cy o niskim obrocie,<\/li>\n\n\n\n<li>Promocje s\u0105 uruchamiane w niew\u0142a\u015bciwych regionach,<\/li>\n\n\n\n<li>Wydatki marketingowe przynosz\u0105 ograniczone rezultaty.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide article__section article__solution has-white-background-color has-background is-layout-constrained wp-container-core-group-is-layout-3b846196 wp-block-group-is-layout-constrained\" style=\"border-radius:24px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<h6 class=\"wp-block-heading\" id=\"h-the-breakthrough-outlet-level-data-from-wholesalers\"><strong>Prze\u0142om: Dane na poziomie punkt\u00f3w sprzeda\u017cy od hurtownik\u00f3w<\/strong><\/h6>\n\n\n\n<p>Integruj\u0105c dane sprzeda\u017cowe i stanowe bezpo\u015brednio od hurtownik\u00f3w, producenci lod\u00f3w mog\u0105 wreszcie zobaczy\u0107 pe\u0142ny obraz swojego rynku \u2014 ka\u017cdy punkt sprzeda\u017cy, ka\u017cd\u0105 kategori\u0119, ka\u017cdy region.<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li><strong>Rankingowanie punkt\u00f3w sprzeda\u017cy wed\u0142ug potencja\u0142u<\/strong> \u2013 identyfikacja, kt\u00f3re sklepy, kawiarnie lub kioski dostarczaj\u0105 najwi\u0119ksz\u0105 warto\u015b\u0107,<\/li>\n\n\n\n<li><strong>Segmentacja punkt\u00f3w sprzeda\u017cy wed\u0142ug typu<\/strong> \u2013 supermarkety, HoReCa, sezonowe kioski, sklepy convenience,<\/li>\n\n\n\n<li><strong>Precyzyjne targetowanie promocji<\/strong> \u2013 kierowanie inwestycji tam, gdzie popyt jest najsilniejszy,<\/li>\n\n\n\n<li><strong><strong>Strategiczne planowanie rozmieszczenia zamra\u017carek (<em>congelatore<\/em>)<\/strong><\/strong> \u2013 alokacja zasob\u00f3w w celu maksymalizacji obrotu.<\/li>\n<\/ul>\n\n\n\n<p>Dzi\u0119ki tym informacjom, marketing handlowy staje si\u0119 czynnikiem mierzalnego zwrotu z inwestycji.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide article__section article__impact is-layout-constrained wp-block-group-is-layout-constrained\">\n<h6 class=\"wp-block-heading has-text-align-center\" id=\"h-smarter-decisions-in-practice\"><strong>M\u0105drzejsze decyzje w praktyce<\/strong><\/h6>\n\n\n\n<div class=\"wp-block-columns animate-on-visible fade-to-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-black-default-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:20px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--20-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--20-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"60\" height=\"60\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/cells.png\" alt=\"\" class=\"wp-image-5435\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading has-white-color has-text-color has-link-color wp-elements-49b0ed5ea447f34635d46d0146664767\" id=\"h-strategic-congelatore-placement\"><strong>Strategiczne rozmieszczenie Congelatore<\/strong><\/h6>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li class=\"has-white-color has-text-color has-link-color wp-elements-0252ec30407ecb8c029ade8c73f21503\">Alokacja zamra\u017carek w oparciu o udowodniony potencja\u0142 punkt\u00f3w sprzeda\u017cy w celu maksymalizacji obrotu na jednostk\u0119.<\/li>\n\n\n\n<li class=\"has-white-color has-text-color has-link-color wp-elements-a17f03396303a17defd185a40cd7c6c7\">Zapewnienie dost\u0119pno\u015bci tam, gdzie popyt jest najsilniejszy, a nie tylko tam, gdzie jest dost\u0119pna przestrze\u0144.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-black-default-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:20px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--20-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--20-px)\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"60\" height=\"60\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Target.png\" alt=\"\" class=\"wp-image-5436\" style=\"border-style:none;border-width:0px;border-radius:0px;object-fit:cover;width:60px;height:60px\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading has-white-color has-text-color has-link-color wp-elements-10343b1643ef9a5d699ad00d246b5275\" id=\"h-targeted-promotions-amp-data-driven-sales-targets\"><strong>Ukierunkowane promocje i cele sprzeda\u017cowe oparte na danych<\/strong><\/h6>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li class=\"has-white-color has-text-color has-link-color wp-elements-36bd4d5f782a776a1c5d380e9dde3bb1\">Kierowanie bud\u017cet\u00f3w do region\u00f3w i typ\u00f3w punkt\u00f3w sprzeda\u017cy o udowodnionym ROI (np. kawiarnie w Rzymie przez ca\u0142y rok; kioski pla\u017cowe na Sycylii w szczycie sezonu letniego).<\/li>\n\n\n\n<li class=\"has-white-color has-text-color has-link-color wp-elements-c9712decebcd845dc163b6e57c901a7e\">Ustalanie sprawiedliwych, motywuj\u0105cych cel\u00f3w dla zespo\u0142\u00f3w sprzeda\u017cy i hurtownik\u00f3w w oparciu o rzeczywisty potencja\u0142 punkt\u00f3w sprzeda\u017cy.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div class=\"wp-block-group alignwide article__section article__case has-white-background-color has-background is-layout-constrained wp-container-core-group-is-layout-3b846196 wp-block-group-is-layout-constrained\" style=\"border-radius:24px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<h6 class=\"wp-block-heading\" id=\"h-a-real-world-example\"><strong>Przyk\u0142ad z rzeczywistego \u015bwiata<\/strong><\/h6>\n\n\n\n<p>G\u0142\u00f3wny producent lod\u00f3w we W\u0142oszech przekszta\u0142ci\u0142 sw\u00f3j marketing handlowy, integruj\u0105c dane sprzeda\u017cowe od hurtownik\u00f3w. Wcze\u015bniej firma inwestowa\u0142a znaczne \u015brodki w zamra\u017carki i promocje, ale decyzje cz\u0119sto by\u0142y podejmowane na podstawie niepe\u0142nych informacji. <\/p>\n\n\n\n<p>Po integracji producent odkry\u0142, \u017ce niekt\u00f3re kawiarnie i mniejsze kioski przewy\u017csza\u0142y wynikami du\u017ce supermarkety w kluczowych okresach. Realokuj\u0105c zasoby i promocje do tych punkt\u00f3w sprzeda\u017cy, firma: <\/p>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li>Zwi\u0119kszy\u0142a obr\u00f3t na <em>congelatore<\/em>,<\/li>\n\n\n\n<li>Poprawi\u0142a ROI z promocji,<\/li>\n\n\n\n<li>Poprawi\u0142a zgodno\u015b\u0107 mi\u0119dzy marketingiem handlowym a sprzeda\u017c\u0105.<\/li>\n<\/ul>\n\n\n\n<p>Rezultatem by\u0142y m\u0105drzejsze wydatki, wy\u017csza sprzeda\u017c i silniejsze partnerstwa z hurtownikami.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-large has-custom-border\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-1024x576.png\" alt=\"\" class=\"wp-image-5456\" style=\"border-style:none;border-width:0px\" srcset=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-1024x576.png 1024w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-300x169.png 300w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-768x432.png 768w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-69x39.png 69w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1-414x233.png 414w, https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/11\/Kampania-Lody-artykul3-ANG-1-1.png 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide article__section article__why is-layout-constrained wp-block-group-is-layout-constrained\">\n<h6 class=\"wp-block-heading\" id=\"h-why-this-matters-for-ice-cream-producers\"><strong>Dlaczego to jest wa\u017cne dla producent\u00f3w lod\u00f3w<\/strong><\/h6>\n\n\n\n<p>Marketing handlowy jest jednym z najwi\u0119kszych wydatk\u00f3w dla producent\u00f3w lod\u00f3w. Gdy opiera si\u0119 na niepe\u0142nych danych, staje si\u0119 kosztem. Gdy jest nap\u0119dzany danymi od hurtownik\u00f3w, staje si\u0119 inwestycj\u0105.  <\/p>\n\n\n\n<ul class=\"wp-block-list is-style-with-check-gradient\">\n<li><strong>M\u0105drzejsze wydatki<\/strong> \u2013 mniej zmarnowanych zamra\u017carek, bardziej ukierunkowane promocje,<\/li>\n\n\n\n<li><strong>Szybsza reakcja<\/strong> \u2013 adaptacja do regionalnych zmian popytu w czasie rzeczywistym,<\/li>\n\n\n\n<li><strong>Lepsza wsp\u00f3\u0142praca<\/strong> \u2013 dostosowanie kampanii z hurtownikami na podstawie wsp\u00f3lnych danych.<\/li>\n<\/ul>\n\n\n\n<p>Kr\u00f3tko m\u00f3wi\u0105c: dane zamieniaj\u0105 marketing handlowy w motor wzrostu.<\/p>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading has-text-align-center\" id=\"h-tangible-results-of-data-driven-trade-marketing\"><strong>Namacalne rezultaty marketingu handlowego opartego na danych<\/strong><\/h6>\n\n\n\n<div class=\"wp-block-group alignwide article__section article__results animate-on-visible fade-to-top is-layout-constrained wp-container-core-group-is-layout-3b846196 wp-block-group-is-layout-constrained\" style=\"border-radius:24px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<p class=\"margin-bottom-14px\">Zazwyczaj<\/p>\n\n\n\n<h6 class=\"wp-block-heading margin-bottom-14px has-orange-to-blue-color has-text-color has-link-color wp-elements-b69287ae43c0ed61c9ddf0c28d141a3b\" id=\"h-10-20\"><strong>10\u201320%<\/strong><\/h6>\n\n\n\n<p><strong>wy\u017cszy zwrot z inwestycji w promocje<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<p class=\"margin-bottom-14px\">Lepsze<\/p>\n\n\n\n<h6 class=\"wp-block-heading margin-bottom-14px has-orange-to-blue-color has-text-color has-link-color wp-elements-8e04f32cff62ce3b7a800212b23bc342\" id=\"h-utilization\"><strong>Wykorzystanie<\/strong><\/h6>\n\n\n\n<p><strong>zamra\u017carek<\/strong> z zasobami generuj\u0105cymi wy\u017cszy obr\u00f3t.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<p class=\"margin-bottom-14px\">Silniejsza<\/p>\n\n\n\n<h6 class=\"wp-block-heading margin-bottom-14px has-orange-to-blue-color has-text-color has-link-color wp-elements-9116e2510f0419864ce3ae499f9c9b5b\" id=\"h-alignment\"><strong>Zgodno\u015b\u0107<\/strong><\/h6>\n\n\n\n<p><strong>mi\u0119dzy sprzeda\u017c\u0105 a marketingiem<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:30px;padding-top:var(--wp--preset--spacing--24-px);padding-right:var(--wp--preset--spacing--24-px);padding-bottom:var(--wp--preset--spacing--24-px);padding-left:var(--wp--preset--spacing--24-px)\">\n<p class=\"margin-bottom-14px\">Trwa\u0142y<\/p>\n\n\n\n<h6 class=\"wp-block-heading margin-bottom-14px has-orange-to-blue-color has-text-color has-link-color wp-elements-f4018e687954b7b0cb3a903c90979f3a\" id=\"h-growth\"><strong>Wzrost<\/strong><\/h6>\n\n\n\n<p><strong>w punktach sprzeda\u017cy i regionach o wysokim potencjale<\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading has-text-align-center has-black-dark-color has-text-color has-link-color wp-elements-5f0a9f759c57273f9c5bafe31209565a\" id=\"h-key-takeaway\"><strong><strong>Kluczowy wniosek<\/strong><\/strong><\/h6>\n\n\n\n<p class=\"has-text-align-center has-black-dark-color has-text-color has-link-color wp-elements-2adc05e722016a9d2461231f8099ac35\">Dla producent\u00f3w lod\u00f3w we W\u0142oszech marketing handlowy jest zbyt wa\u017cny, aby pozostawi\u0107 go przypadkowi. Dzi\u0119ki danym sprzeda\u017cowym i stanowym od hurtownik\u00f3w, ka\u017cda decyzja \u2014 od rozmieszczenia zamra\u017carek po targetowanie promocji \u2014 opiera si\u0119 na faktach, a nie na za\u0142o\u017ceniach. <\/p>\n\n\n\n<p class=\"has-text-align-center has-black-dark-color has-text-color has-link-color wp-elements-3fd220712afb431a79c677c85eacbefa\"><strong>Marketing handlowy oparty na danych oznacza wy\u017cszy zwrot z inwestycji, m\u0105drzejsze inwestycje i silniejsze wyniki przez ca\u0142y rok.<\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n\n<div class=\"wp-block-group alignfull article__cta has-black-dark-background-color has-background is-layout-constrained wp-container-core-group-is-layout-a4816e34 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--56-px);padding-right:var(--wp--preset--spacing--32-px);padding-bottom:var(--wp--preset--spacing--56-px);padding-left:var(--wp--preset--spacing--32-px)\">\n<h6 class=\"wp-block-heading has-white-color has-text-color has-link-color wp-elements-f16471b1d6029ab5874a50a166f77a3c\" id=\"h-turn-your-data-into-results\"><br\/><br\/><strong>Zamie\u0144 swoje dane w rezultaty<\/strong><\/h6>\n\n\n\n<p class=\"has-gray-light-color has-text-color has-link-color wp-elements-d432e42092327e6f2d200e0744d92774\"><br\/>Czy chcesz odkry\u0107, jak dane od hurtownik\u00f3w mog\u0105 rozwin\u0105\u0107 Tw\u00f3j biznes lodowy na w\u0142oskim rynku?<br\/>Popro\u015b o spersonalizowan\u0105 demonstracj\u0119 <strong>One View Analytics<\/strong> i zobacz, jak dane o stanach magazynowych i sprzeda\u017cy mo\u017cna przekszta\u0142ci\u0107 w konkretne decyzje wzrostowe.<\/p>\n\n\n\n<div class=\"wp-block-group assecolp-form-wrapper is-layout-constrained 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class=\"gfield_required gfield_required_asterisk\">*<\/span>&quot; oznacza pola wymagane<\/p>\n                        <\/div><form method='post' enctype='multipart\/form-data' target='gform_ajax_frame_2' id='gform_2'  action='\/pl\/wp-json\/wp\/v2\/posts\/5675#gf_2' data-formid='2' novalidate>\n                        <div class='gform-body gform_body'><div id='gform_fields_2' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_2_1\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-half gf_left_half only-letters gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2_1'>Imi\u0119<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input name='input_1' id='input_2_1' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2_19\" class=\"gfield gfield--type-email gfield--input-type-email gfield--width-half only-email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2_19'>E-mail s\u0142u\u017cbowy<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input name='input_19' id='input_2_19' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_2_17\" class=\"gfield gfield--type-textarea gfield--input-type-textarea gfield--width-full field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2_17'>Wiadomo\u015b\u0107<\/label><div class='ginput_container ginput_container_textarea'><textarea name='input_17' id='input_2_17' class='textarea small'      aria-invalid=\"false\"   rows='10' cols='50'><\/textarea><\/div><\/div><div id=\"field_2_20\" class=\"gfield gfield--type-captcha gfield--input-type-captcha gfield--width-full field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2_20'>CAPTCHA<\/label><div id='input_2_20' class='ginput_container ginput_recaptcha' data-sitekey='6LcRXfQqAAAAAH__tiHXodGNopTZLZ-WWh0SzAh7'  data-theme='light' data-tabindex='-1' data-size='invisible' data-badge='bottomright'><\/div><\/div><fieldset id=\"field_2_9\" class=\"gfield gfield--type-consent gfield--type-choice gfield--input-type-consent gfield--width-full gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><legend class='gfield_label gform-field-label gfield_label_before_complex' >Zgadzam si\u0119 na otrzymywanie innych komunikat\u00f3w od Asseco.<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/legend><div class='ginput_container ginput_container_consent'><input name='input_9.1' id='input_2_9_1' type='checkbox' value='1'   aria-required=\"true\" aria-invalid=\"false\"   \/> <label class=\"gform-field-label gform-field-label--type-inline gfield_consent_label\" for='input_2_9_1' >Wyra\u017cam zgod\u0119 na otrzymywanie, za pomoc\u0105 telekomunikacyjnych urz\u0105dze\u0144 ko\u0144cowych, informacji handlowych i marketingowych o produktach i us\u0142ugach zwi\u0105zanych z dzia\u0142alno\u015bci\u0105 Asseco Business Solutions S.A., w tym w formie newsletter\u00f3w, na podane przeze mnie dane kontaktowe za po\u015brednictwem poczty elektronicznej.* Administratorem danych osobowych jest Asseco Business Solution S.A. z siedzib\u0105 w Lublinie, ul. Konrada Wallenroda 4c, 20-607 Lublin. W sprawach zwi\u0105zanych z przetwarzaniem Twoich danych osobowych mo\u017cesz skontaktowa\u0107 si\u0119 z Administratorem pod adresem: &#x6f;&#100;&#111;&#64;&#x61;&#x73;&#115;e&#x63;&#x6f;&#98;s&#x2e;&#x70;&#108; lub pisemnie na adres siedziby. Twoje dane b\u0119d\u0105 przetwarzane w celu obs\u0142ugi Twojego zg\u0142oszenia i organizacji spotkania zgodnie z Twoim \u017cyczeniem, przez czas niezb\u0119dny do wykonania tych czynno\u015bci, a tak\u017ce w celu ustalenia, dochodzenia roszcze\u0144 przez okres przedawnienia roszcze\u0144 wynikaj\u0105cy z powszechnie obowi\u0105zuj\u0105cych przepis\u00f3w. Podstaw\u0105 prawn\u0105 przetwarzania jest uzasadniony interes administratora danych (Art. 6 ust. 1 lit. f RODO). Przys\u0142uguje Ci prawo dost\u0119pu, sprostowania, usuni\u0119cia, ograniczenia przetwarzania. Masz prawo do wniesienia sprzeciwu w dowolnym momencie. Masz prawo wniesienia skargi do Prezesa Urz\u0119du Ochrony Danych Osobowych. Szczeg\u00f3\u0142y znajdziesz w klauzuli informacyjnej na stronie: https:\/\/assecobs.pl\/information-clause\/?lang=en. Podanie wszystkich danych jest dobrowolne, ale niezb\u0119dne do obs\u0142ugi Twojego zg\u0142oszenia.<\/label><input type='hidden' name='input_9.2' value='Wyra\u017cam zgod\u0119 na otrzymywanie, za pomoc\u0105 telekomunikacyjnych urz\u0105dze\u0144 ko\u0144cowych, informacji handlowych i marketingowych o produktach i us\u0142ugach zwi\u0105zanych z dzia\u0142alno\u015bci\u0105 Asseco Business Solutions S.A., w tym w formie newsletter\u00f3w, na podane przeze mnie dane kontaktowe za po\u015brednictwem poczty elektronicznej.* Administratorem danych osobowych jest Asseco Business Solution S.A. z siedzib\u0105 w Lublinie, ul. Konrada Wallenroda 4c, 20-607 Lublin. 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Od rozmieszczenia zamra\u017carek (congelatore) po sezonowe promocje, to w\u0142a\u015bnie dzi\u0119ki niemu producenci o\u017cywiaj\u0105 swoje produkty w punkcie sprzeda\u017cy. Jednak bez danych, te decyzje cz\u0119sto opieraj\u0105 si\u0119 bardziej na intuicji ni\u017c na dowodach \u2014 a na konkurencyjnym rynku, takim jak w\u0142oski, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":5680,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-case-study","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[163,164],"tags":[80],"class_list":["post-5675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-udostepnianie-danych","tag-fmcg-pl"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Jak dane analityczne przekszta\u0142caj\u0105 marketing handlowy dla producent\u00f3w lod\u00f3w - Asseco Platform<\/title>\n<meta name=\"description\" content=\"Dowiedz si\u0119, jak marketing handlowy oparty na danych pomaga 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