{"id":13886,"date":"2018-01-23T10:38:24","date_gmt":"2018-01-23T08:38:24","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=13886"},"modified":"2019-02-12T13:55:20","modified_gmt":"2019-02-12T11:55:20","slug":"aky-bude-rok-2018-vo-webovej-analytike","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/aky-bude-rok-2018-vo-webovej-analytike\/","title":{"rendered":"Ak\u00fd bude rok 2018 vo webovej analytike?"},"content":{"rendered":"

Rok 2018 je u\u017e v plnom pr\u00fade a tak m\u00e1 zmysel zamyslie\u0165 sa, ako asi bude vyzera\u0165 z poh\u013eadu webovej analytiky. Preto som vybral tri hlavn\u00e9 t\u00e9my, o ktor\u00fdch si mysl\u00edm, \u017ee bud\u00fa h\u00fdba\u0165 svetom digit\u00e1lnej analytiky v roku 2018.<\/b><\/p>\n

GDPR<\/span><\/h2>\n

Prv\u00fd \u0161tvr\u0165rok 2018 sa bude nies\u0165 v znamen\u00ed GDPR. <\/span>\u010co to vlastne je?<\/b><\/p>\n

GDPR alebo General Data Protection Regulation je z\u00e1kon, ktor\u00fd vstupuje do platnosti <\/span>25. m\u00e1ja 2018<\/b>. Nep\u00f4jdem pr\u00edli\u0161 do detailov, nako\u013eko je to pomerne ob\u0161\u00edrna t\u00e9ma, ale ak sa chcete dozvedie\u0165 viac, <\/span>Marek \u0160ulik z Visibility sp\u00edsal v\u0161etko podstatn\u00e9<\/span><\/a>. <\/span><\/p>\n

\"\"<\/p>\n

V skratke: <\/span>u\u017e \u010falej nebude mo\u017en\u00e9 vyu\u017e\u00edva\u0165 d\u00e1ta pou\u017e\u00edvate\u013eov na reklamn\u00e9 \u00fa\u010dely bez ich v\u00fdslovn\u00e9ho s\u00fahlasu.<\/b> To znamen\u00e1, \u017ee zbiera\u0165 \u00fadaje o pou\u017e\u00edvate\u013eovi m\u00f4\u017eete iba vtedy, ak v\u00e1m na to d\u00e1 s\u00fahlas, pri\u010dom z\u00edskanie tohto s\u00fahlasu nem\u00f4\u017ee by\u0165 ni\u010d\u00edm podmienen\u00e9 (poskytnutie produktu\/slu\u017eby alebo z\u013eavy na\u0148). Klasick\u00e9 upozornenie, \u017ee v\u00e1\u0161 web pou\u017e\u00edva s\u00fabory cookies, u\u017e nebude posta\u010duj\u00facim rie\u0161en\u00edm.<\/span><\/p>\n

Niet teda poch\u00fdb, \u017ee GDPR zasiahne do sveta digit\u00e1lnej analytiky a digit\u00e1lneho marketingu v\u0161eobecne. Nikto si v\u0161ak nie je celkom ist\u00fd, ak\u00fd ve\u013ek\u00fd nakoniec tento z\u00e1sah bude. Jedno je v\u0161ak ist\u00e9 \u2013 <\/span>mnoho webov nie je na t\u00fato zmenu pripraven\u00fdch.<\/b> Na svojich str\u00e1nkach zbieraj\u00fa d\u00e1ta do X r\u00f4znych n\u00e1strojov, pre Y r\u00f4znych d\u00f4vodov \u2013 od vylep\u0161enia pou\u017e\u00edvate\u013esk\u00e9ho z\u00e1\u017eitku a\u017e po cielenie reklamy. <\/span><\/p>\n

V s\u00fa\u010dasnosti si nikto nie je ist\u00fd, nako\u013eko bude z\u00e1kon vym\u00e1han\u00fd, no d\u00e1 sa o\u010dak\u00e1va\u0165, \u017ee prim\u00e1rnym bodom pozornosti bud\u00fa ve\u013ek\u00e9 spolo\u010dnosti, ktor\u00e9 maj\u00fa pr\u00edstup k obrovsk\u00e9mu mno\u017estvu d\u00e1t \u010di osobn\u00fdch \u00fadajov svojich z\u00e1kazn\u00edkov. <\/span>Netreba v\u0161ak zaspa\u0165, nako\u013eko \u010das sa kr\u00e1ti a je potrebn\u00e9 sa \u010do najlep\u0161ie na nadch\u00e1dzaj\u00face obdobie pripravi\u0165.<\/b><\/p>\n

<\/h2>\n

 <\/p>\n

Cross-Device Customer Journey<\/span><\/h2>\n

Ako v\u0161etci dobre vieme, Google Analytics funguje na princ\u00edpe cookies, ktor\u00e9 s\u00fa ulo\u017een\u00e9 priamo na zariaden\u00ed, ktor\u00e9 pou\u017e\u00edvate\u013e pou\u017e\u00edva. V Google Analytics je cookie ulo\u017een\u00e9 vo forme <\/span>Client ID<\/b>, ktor\u00e9 Google Analytics vyu\u017e\u00edva na reprezent\u00e1ciu pou\u017e\u00edvate\u013ea. A tu vznik\u00e1 probl\u00e9m.<\/span><\/p>\n

Pod\u013ea Google Analytics plat\u00ed, \u017ee ka\u017ed\u00e1 cookie kore\u0161ponduje s jedn\u00fdm pou\u017e\u00edvate\u013eom. To mo\u017eno (ako-tak) platilo pred desiatimi rokmi, ke\u010f sa pou\u017e\u00edvate\u013e prip\u00e1jal na internet st\u00e1le z toho ist\u00e9ho zariadenia, no ur\u010dite nie teraz. <\/span>Google Analytics cookie teda viac reprezentuje zariadenie ako skuto\u010dn\u00e9ho pou\u017e\u00edvate\u013ea.<\/b> Na ka\u017edom zariaden\u00ed (laptop, po\u010d\u00edta\u010d, smartf\u00f3n \u010di tablet), ktor\u00e9 tento pou\u017e\u00edvate\u013e pou\u017eije, m\u00e1 in\u00e9 cookies (client ID), \u010do Google Analytics interpretuje ako X r\u00f4znych pou\u017e\u00edvate\u013eov, no v skuto\u010dnosti reprezentuje X pou\u017eit\u00fdch zariaden\u00ed.<\/span><\/p>\n

Hor\u0161ie na tom je, \u017ee cel\u00e1 cesta pou\u017e\u00edvate\u013ea je \u010doraz komplikovanej\u0161ia a <\/span>cesta ku konverzii v sebe zah\u0155\u0148a mnoho r\u00f4znych zariaden\u00ed<\/b>. Je \u00faplne be\u017en\u00e9, \u017ee v\u00e4\u010d\u0161ina interakci\u00ed so str\u00e1nkou prebieha na smartf\u00f3ne, no konverzia sa uskuto\u010dn\u00ed na desktope. V\u00fdzvou je, ako m\u00f4\u017eeme vyhodnocova\u0165 kompletn\u00fa cestu pou\u017e\u00edvate\u013ea naprie\u010d viacer\u00fdmi zariadeniami? (Inak, kolega Tom\u00e1\u0161 sa venoval aj tejto t\u00e9me <\/span>vo v\u00fdbornom \u010dl\u00e1nku na na\u0161om blogu<\/span><\/a>).<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Odpove\u010fou na tento probl\u00e9m by mohol by\u0165 nov\u00fd n\u00e1stroj <\/span>Google Attribution<\/b>, ktor\u00fd by mal by\u0165 dostupn\u00fd niekedy v priebehu tohto roka. Tento n\u00e1stroj by mal by\u0165 schopn\u00fd poskytn\u00fa\u0165 omnoho <\/span>lep\u0161\u00ed n\u00e1h\u013ead na cestu pou\u017e\u00edvate\u013ea<\/b> od prvej interakcie a\u017e po samotn\u00fa konverziu, aj ke\u010f na tejto ceste vyu\u017eil viacero rozli\u010dn\u00fdch zariaden\u00ed. Cel\u00fd n\u00e1stroj a jeho fungovanie je v\u0161ak st\u00e1le zahalen\u00fd r\u00fa\u0161kom tajomstva, no u n\u00e1s v DASE sa u\u017e nevieme do\u010dka\u0165!<\/span><\/p>\n

 <\/p>\n

Umel\u00e1 Inteligencia<\/span><\/h2>\n

Keby som mal sp\u00edsa\u0165 zoznam buzzwordov pre rok 2017, umel\u00e1 inteligencia (angl. artificial intelligence, AI) by bola ur\u010dite na popredn\u00fdch miestach. V\u00fdvoj v tomto smere naber\u00e1 naozaj vysok\u00e9 obr\u00e1tky a umel\u00e1 inteligencia si pomaly za\u010d\u00edna nach\u00e1dza\u0165 svoje miesto v r\u00f4znych oblastiach \u2013 analytiku a digit\u00e1lny marketing nevyn\u00edmaj\u00fac.<\/span><\/p>\n

Vo v\u0161eobecnosti, ke\u010f sa predpoved\u00e1 vplyv technol\u00f3gie, <\/span>\u013eudia zvykn\u00fa v kr\u00e1tkodobom horizonte technol\u00f3giu prece\u0148ova\u0165 a, naopak, v dlhodobom podce\u0148ova\u0165.<\/b> Dobr\u00fdm pr\u00edkladom je virtu\u00e1lna alebo obohaten\u00e1 realita \u2013 mnoho \u013eud\u00ed si mysl\u00ed, \u017ee je u\u017e len ot\u00e1zkou najbli\u017e\u0161ej doby, kedy sa zariadenie pre virtu\u00e1lnu realitu bude nach\u00e1dza\u0165 v ka\u017edej dom\u00e1cnosti. Pritom jej re\u00e1lne aplik\u00e1cie s\u00fa pravdepodobne 5 a\u017e 10 rokov vzdialen\u00e9.<\/span><\/p>\n

\"\"<\/p>\n

Nejak\u00e1 podobn\u00e1 hypot\u00e9za by sa dala vyslovi\u0165 aj pre AI. Taktie\u017e je ve\u013ea n\u00e1zorov o tom, ako mo\u017eno u\u017e v roku 2018 pr\u00edde nejak\u00e1 obdoba Skynet-u, no skuto\u010dnos\u0165 je tak\u00e1, \u017ee sme od neho e\u0161te (na\u0161\u0165astie) \u010faleko. Samozrejme, v tejto oblasti prebieha intenz\u00edvny v\u00fdskum a v\u00fdvoj, ktor\u00fd m\u00f4\u017ee vy\u00fasti\u0165 do exponenci\u00e1lneho pokroku, tak\u017ee nikdy nehovor nikdy. :O<\/span><\/p>\n

Ako teda AI za\u010dne prenika\u0165 do digit\u00e1lneho marketingu? V Google Analytics niekedy v priebehu tohto roka pribudla mo\u017enos\u0165 <\/span>Analytics Intelligence.<\/b><\/p>\n

\"\"<\/p>\n

Je to zauj\u00edmav\u00e1 nov\u00e1 funkcionalita Google Analytics, ktor\u00e1 pou\u017e\u00edvate\u013eom umo\u017e\u0148uje zada\u0165 ot\u00e1zku tak, ako by sa ju p\u00fdtali digit\u00e1lneho analytika. <\/span>Google Analytics potom t\u00fato ot\u00e1zku spracuje a poskytne odpove\u010f.<\/b> Maj\u00fa sa teda digit\u00e1lni analytici ob\u00e1va\u0165 o svoju pr\u00e1cu? :O Mysl\u00edm, \u017ee zatia\u013e m\u00f4\u017eeme by\u0165 k\u013eudn\u00ed. \ud83d\ude09<\/span><\/p>\n

\"\"<\/p>\n

Samozrejme,<\/span> ve\u013ekou v\u00fdhodou umelej inteligencie je, \u017ee s \u010d\u00edm v\u00e4\u010d\u0161\u00edm mno\u017estvom d\u00e1t a vstupov pracuje, t\u00fdm sa st\u00e1va v rie\u0161en\u00ed dan\u00e9ho probl\u00e9mu lep\u0161ou<\/b>. Preto si mysl\u00edm, \u017ee v roku 2018 prejde Analytics Intelligence mnoh\u00fdmi vylep\u0161eniami a <\/span>ku koncu roku m\u00f4\u017ee by\u0165 naozaj funk\u010dn\u00fdm a u\u017eito\u010dn\u00fdm n\u00e1strojom.<\/b><\/p>\n

\n

Ak\u00e9 t\u00e9my bud\u00fa rezonova\u0165 v oblasti webovej analytiky v roku 2018 pod\u013ea v\u00e1s? Pode\u013ete sa s nimi v koment\u00e1roch pod \u010dl\u00e1nkom \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"

Rok 2018 je u\u017e v plnom pr\u00fade a tak m\u00e1 zmysel zamyslie\u0165 sa, ako asi bude vyzera\u0165 z…<\/p>\n","protected":false},"author":62,"featured_media":13889,"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\/13886"}],"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\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=13886"}],"version-history":[{"count":7,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13886\/revisions"}],"predecessor-version":[{"id":13899,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13886\/revisions\/13899"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/13889"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=13886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=13886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=13886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}