{"id":13446,"date":"2017-06-22T11:20:51","date_gmt":"2017-06-22T09:20:51","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=13446"},"modified":"2019-02-12T13:59:23","modified_gmt":"2019-02-12T11:59:23","slug":"co-je-nove-vo-webanalytike-measurecamp-bratislava","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/co-je-nove-vo-webanalytike-measurecamp-bratislava\/","title":{"rendered":"\u010co je nov\u00e9 vo webanalytike? (Measurecamp Bratislava)"},"content":{"rendered":"

\u010co je to vlastne MeasureCamp<\/a>? <\/strong><\/p>\n

Je to (ne)konferencia, ktor\u00e1 sa zaober\u00e1 v\u0161etk\u00fdm, \u010do s\u00favis\u00ed s webanal\u00fdzou. A pr\u00e1ve na Measurecampe v Bratislave sa stretlo pribli\u017ene 100 nad\u0161encov tohto najr\u00fdchlej\u0161ie sa rozv\u00edjaj\u00faceho odvetvia na svete.\u00a0<\/strong>Measurecamp Bratislava patr\u00ed do rodiny Measurecampov, ktor\u00e9 sa konaj\u00fa po celom svete. Ich \u00fa\u010delom spoji\u0165 analytick\u00e9 sily, vymeni\u0165 si vz\u00e1jomne know-how a vytvori\u0165 tak celosvetov\u00fa analytick\u00fa komunitu. \u00a0<\/strong><\/p>\n

T\u00e1to (ne)konferencia je v\u0161ak nie\u010d\u00edm neobvykl\u00e1. Je \u0161pecifick\u00fdm form\u00e1tom: Ka\u017ed\u00fd m\u00f4<\/span>\u017ee predn\u00e1\u0161a\u0165 a nau\u010di\u0165 posluch\u00e1\u010dov nie\u010do nov\u00e9. Je pritom jedno, \u010di pon\u00fakate rie\u0161enie probl\u00e9mu a radi ho zazdie\u013eate alebo, naopak, rie\u0161enie probl\u00e9mu len h\u013ead\u00e1te a radi by ste urobili mini brainstroming s ostatn\u00fdmi \u00fa\u010dastn\u00edkmi. <\/span><\/p>\n

Radi diskutujete? Radi prezentujete? Radi po\u010d\u00favate a zam\u00fd\u0161\u013eate sa? Tak ste na Measurecampe spr\u00e1vne. Ka\u017ed\u00fd sa na Measurecampe nie\u010do nov\u00e9 nau\u010d\u00ed. Measurecamp je \u00faplne neform\u00e1lny a v tom je jeho sila. Preto som sa c\u00edtil ve\u013emi pr\u00edjemne u\u017e od prvej sekundy, ako som na\u0148 pri\u0161iel.<\/span><\/p>\n

Measurecamp Bratislava \u2013 rekapitul\u00e1cia<\/span><\/h2>\n

\"\"<\/p>\n

Po pr\u00edchode na n\u00e1s \u010dakali mil\u00e9 ra\u0148ajky, po ktor\u00fdch organiz\u00e1tori vysvetlili cel\u00fd koncept MeasureCampu po\u010das \u00favodnej session. <\/span><\/p>\n

Vonku potom u\u017e \u010dakala tabu\u013ea, kde ka\u017ed\u00fd z \u00fa\u010dastn\u00edkov mohol pripn\u00fa\u0165 svoju t\u00e9mu, o ktorej chcel rozpr\u00e1va\u0165. Skoro v\u0161etky predn\u00e1\u0161ky boli v angli\u010dtine, a to preto, aby aj zahrani\u010dn\u00ed hostia MeasureCampu mohli prispie\u0165 do diskusie. <\/span><\/p>\n

\u010clovek si u\u017e potom len musel vybra\u0165, ktor\u00fdch diskusi\u00ed sa z\u00fa\u010dastn\u00ed. A ked\u017ee niektor\u00e9 predn\u00e1\u0161kov\u00e9 bloky prebiehali v rovnakom \u010dase v r\u00f4znych miestnostiach, v\u00fdber bol niekedy ve\u013emi \u0165a\u017ek\u00fd.<\/span><\/p>\n

Dovolil som si vybra\u0165 niektor\u00e9 predn\u00e1\u0161ky, ktor\u00e9 mi pripadali podnetn\u00e9 a zauj\u00edmav\u00e9. <\/span><\/p>\n

Ako sa vysporiada\u0165 s AdBlockerom?<\/span><\/h2>\n

T\u00e1to predn\u00e1\u0161ka bola skuto\u010dne podnetn\u00e1. M\u00f4j kolega Peter \u0160utar\u00edk<\/a> v nej vysvetlil, ako sa d\u00e1 cez Measurement protokol zisti\u0165, ko\u013eko percent pou\u017e\u00edvate\u013eov blokuje nejak\u00fd analytick\u00fd n\u00e1stroj.<\/span><\/p>\n

Ako podnet pre t\u00fato predn\u00e1\u0161ku sl\u00fa\u017eil mal\u00fd rozdiel objedn\u00e1vok pri porovnan\u00ed intern\u00e9ho syst\u00e9mu e-shopu s objedn\u00e1vkami registrovan\u00fdmi cez enhanced ecommerce v Google Analytics. \u00a0<\/span><\/p>\n

Ak napr\u00edklad teda na n\u00e1\u0161 e-shop pr\u00edde 100 pou\u017e\u00edvate\u013eov a 20 z nich m\u00e1 zapnut\u00fd AdBlocker, v\u0161etky ich transakcie s\u00fa pre n\u00e1s nevidite\u013en\u00e9. Google Analytics v tomto pr\u00edpade eviduje len 80 pou\u017e\u00edvate\u013eov. <\/span><\/p>\n

Rie\u0161en\u00edm toho, ako zisti\u0165, ko\u013eko percent pou\u017e\u00edvate\u013eov vyu\u017e\u00edva AdBlocker, je posiela\u0165 d\u00e1ta cez <\/span>Measurement protocol<\/span><\/a>. Nebudete ma\u0165 s\u00edce inform\u00e1ciu o transakci\u00e1ch t\u00fdchto pou\u017e\u00edvate\u013eov (je potrebn\u00e9 toti\u017e re\u0161pektova\u0165 rozhodnutie t\u00fdchto pou\u017e\u00edvate\u013eov na blokovanie analytick\u00fdch nastrojov pre ochranu s\u00fakromia), av\u0161ak budete vedie\u0165, ko\u013eko percent ich bolo. Na t\u00fato t\u00e9mu sa v\u0161ak podrobne pozrieme v \u010fal\u0161om \u010dl\u00e1nku.<\/span><\/p>\n

\"\"<\/p>\n

Medzi hrd\u00fdmi sponzormi Measurecampu DASE nem\u00f4\u017ee ch\u00fdba\u0165. \ud83d\ude42<\/em><\/p>\n

Customize or DIE<\/span><\/h2>\n

Treba sa s\u00fastredi\u0165 na klienta a u\u0161i\u0165 mu analytick\u00fa implement\u00e1ciu presne na mieru. V tomto duchu sa niesla i predn\u00e1\u0161ka Ricka Dronkersa<\/a>. Presne na mieru v tomto pr\u00edpade znamen\u00e1 vyu\u017ei\u0165 v\u0161etky funkcie, ktor\u00e9 Google Analytics pon\u00faka. Ka\u017ed\u00e1 implement\u00e1cia, ktor\u00e1 nevyu\u017e\u00edva vlastn\u00e9 metriky, vlastn\u00e9 dimenzie a vypo\u010d\u00edtan\u00e9 metriky, je len na okraji svojho potenci\u00e1lu. <\/span><\/p>\n

Rick na pr\u00edklade klienta pred\u00e1vaj\u00faceho aut\u00e1 uk\u00e1zal, ako je mo\u017en\u00e9 vhodne kategorizova\u0165 zna\u010dky \u00e1ut, ich konkr\u00e9tne modely, pr\u00edpadne palivo, ktor\u00e9 vyu\u017e\u00edvaj\u00fa, a urobi\u0165 na z\u00e1klade toho lep\u0161iu anal\u00fdzu. <\/span><\/p>\n

T\u00e1to funkcionalita je podobn\u00e1 zoskupeniu pod\u013ea obsahu. Av\u0161ak zoskupenie pod\u013ea obsahu pon\u00faka len z\u00e1kladn\u00e9 mo\u017enosti. Nejde tak do h\u013abky a je komplikovanej\u0161ia na reporting. Napriek tomu na\u0161e vlastn\u00e9 zoskupenie pod\u013ea obsahu pon\u00faka omnoho lep\u0161i poh\u013ead, t\u00fdm p\u00e1dom lep\u0161ie mo\u017enosti na anal\u00fdzu \u2013 hlavne pre komplexnej\u0161ie a ve\u013ek\u00e9 e-shopy. Zauj\u00edmavou sa stane t\u00e1to anal\u00fdza v tom pr\u00edpade, ak napr\u00edklad konkr\u00e9tne modely \u00e1ut spoj\u00edme s konkr\u00e9tnymi vlastn\u00fdmi metrikami.<\/span><\/p>\n

\"\"<\/p>\n

Pre dobr\u00fa anal\u00fdzu je treba ma\u0165 kvalitn\u00e9 a preh\u013eadn\u00e9 d\u00e1ta.\u00a0<\/span><\/em><\/p>\n

Exponea je analytick\u00fd z\u00e1zrak<\/span><\/h2>\n

V \u010fal\u0161ej zauj\u00edmavej predn\u00e1\u0161ke rozpr\u00e1val samotn\u00fd zakladate\u013e <\/span>Exponei \u2013 <\/span><\/a>Jo\u017eo Kov\u00e1\u010d<\/span><\/a>. V otvorenej diskusii vysvetlil, ako on vid\u00ed bud\u00facnos\u0165 analytiky v marketingovom cloude. <\/span><\/p>\n

Priemern\u00fd market\u00e9r vyu\u017e\u00edva nieko\u013eko n\u00e1strojov na dobr\u00e9 marketingov\u00e9 rozhodnutia. Mus\u00ed zvl\u00e1dnu\u0165 ich nastavenie a mus\u00ed sa v ka\u017edom z nich vedie\u0165 zorientova\u0165. <\/span><\/p>\n

Exponea je v podstate tak\u00fd \u0161vaj\u010diarsky no\u017e\u00edk webovej analytiky. Kombinuje d\u00e1ta z mno\u017estva \u00a0zdrojov, a t\u00fdm odbreme\u0148uje market\u00e9rov od nepotrebn\u00fdch \u00fakonov, s ktor\u00fdmi by potom museli str\u00e1vi\u0165 mno\u017estvo \u010dasu. U\u017e teraz sa te\u0161\u00edm, ako sa s \u0148ou jedn\u00e9ho d\u0148a nau\u010d\u00edm pracova\u0165.<\/span><\/p>\n

\"\"<\/p>\n

\u010eal\u0161ia zauj\u00edmav\u00e1 predn\u00e1\u0161ka: Analytick\u00e9 faily a \u00faspechy od Petra Jaku\u0161a<\/a>. O tom, ako sa nie v\u017edy v\u0161etko pri anal\u00fdze podar\u00ed.<\/span><\/em><\/p>\n

Zhrnut\u00e9 a pod\u010diarknut\u00e9<\/span><\/h2>\n

Na ka\u017edej predn\u00e1\u0161ke som sa nau\u010dil nie\u010do nov\u00e9, pr\u00edpadne som sa pozrel na probl\u00e9m z inej perspekt\u00edvy. Pr\u00e1va webov\u00e9ho analytika je kreat\u00edvna, a preto sa te\u0161\u00edm, \u017ee m\u00e1m zasa ve\u013ea nov\u00fdch impulzov na rozm\u00fd\u0161\u013eanie. <\/span><\/p>\n

Po n\u00e1ro\u010dnom dni bola e\u0161te pripraven\u00e1 after p\u00e1rty, kde som sa mohol porozpr\u00e1va\u0165 a spozna\u0165 ostatn\u00fdch analytick\u00fdch kolegov v inom svetle.<\/span><\/p>\n

Ve\u013emi zaujimav\u00fd event, zauj\u00edmav\u00e9 rozhovory a ve\u013ea impulzov na rozm\u00fd\u0161\u013eanie. \u010eakujeme a istotne pr\u00eddem i na \u010fal\u0161\u00ed ro\u010dn\u00edk. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u010co je to vlastne MeasureCamp? Je to (ne)konferencia, ktor\u00e1 sa zaober\u00e1 v\u0161etk\u00fdm, \u010do s\u00favis\u00ed s webanal\u00fdzou. A pr\u00e1ve…<\/p>\n","protected":false},"author":64,"featured_media":13450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[640],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13446"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=13446"}],"version-history":[{"count":9,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13446\/revisions"}],"predecessor-version":[{"id":13462,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13446\/revisions\/13462"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/13450"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=13446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=13446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=13446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}