{"id":14155,"date":"2019-03-18T09:29:13","date_gmt":"2019-03-18T07:29:13","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14155"},"modified":"2019-03-20T09:56:58","modified_gmt":"2019-03-20T07:56:58","slug":"case-study-optimalizacia-kampani-vdaka-analytickym-datam-na-mieru","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-optimalizacia-kampani-vdaka-analytickym-datam-na-mieru\/","title":{"rendered":"Case study: Optimaliz\u00e1cia kampan\u00ed v\u010faka analytick\u00fdm d\u00e1tam na mieru"},"content":{"rendered":"

Klient<\/span><\/h2>\n

OTRAVO\/VakantieDiscounter<\/span><\/p>\n

Typ projektu<\/span><\/h2>\n

Enhanced Ecommerce implement\u00e1cia\/D\u00e1ta na mieru<\/span><\/p>\n

O klientovi<\/span><\/h2>\n

Otravo je l\u00eddrom na trhu (online) predajov leteckej dopravy v krajin\u00e1ch Beneluxu a \u0160kandin\u00e1vie. Cestovate\u013eom pon\u00faka \u0161irok\u00fd v\u00fdber slu\u017eieb <\/span>\u2013<\/span> od letov cez dovolenky, a\u017e po hotely a po\u017ei\u010diavanie \u00e1ut. VakantieDiscounter sa zameriava na online predaj ubytovan\u00ed a dovoleniek.<\/span><\/p>\n

Probl\u00e9m<\/span><\/h2>\n
    \n
  • Ch\u00fdbaj\u00faci kompletn\u00fd poh\u013ead na spr\u00e1vanie pou\u017e\u00edvate\u013eov na webe.<\/span><\/li>\n
  • Nezbieralo sa mno\u017estvo \u0161pecifick\u00fdch d\u00e1t o biznise.<\/span><\/li>\n
  • Klient mal limitovan\u00e9 mo\u017enosti pre pokro\u010dil\u00fa anal\u00fdzu a segmentovanie.<\/span><\/li>\n<\/ul>\n

    Rie\u0161enie<\/span><\/h2>\n

    Enhanced Ecommerce a Vlastn\u00e9 Dimenzie<\/span><\/p>\n

    Proces<\/span><\/h2>\n

    Pl\u00e1n merania a \u0161trukt\u00fara d\u00e1t<\/span><\/p>\n

    Cel\u00e1 cesta z\u00e1kazn\u00edka, od zobrazen\u00ed (impressions) produktu a\u017e po n\u00e1kup, je zaznamenan\u00e1 v Google Analytics prostredn\u00edctvom pluginu Enhanced Ecommerce.<\/span><\/p>\n

    Taktie\u017e s\u00fa meran\u00e9 interakcie s filtrami. Vyu\u017eili sme vlastn\u00e9 eventy na zaznamen\u00e1vanie interakci\u00ed, typu filtra a vybranej hodnoty.<\/span><\/p>\n

    Ke\u010f\u017ee ka\u017ed\u00e1 dovolenka m\u00e1 ve\u013ek\u00e9 mno\u017estvo atrib\u00fatov, ktor\u00e9 sme chceli sledova\u0165, \u0161tandardn\u00e1 \u0161trukt\u00fara d\u00e1t pre Enhanced Ecommerce bola prakticky nepou\u017eite\u013en\u00e1. Stala by sa ve\u013emi \u0165a\u017eko \u010ditate\u013enou a udr\u017eate\u013enou. Bolo by nesmierne komplikovan\u00e9 testova\u0165 ju.<\/span><\/p>\n

    Preto sme navrhli a implementovali vlastn\u00fa d\u00e1tov\u00fa \u0161trukt\u00faru, ktor\u00e1 n\u00e1m umo\u017enila zaznamen\u00e1va\u0165 ve\u013ek\u00e9 mno\u017estvo vlastn\u00fdch d\u00e1t. Z\u00e1rove\u0148 ich udr\u017eala organizovan\u00e9, pochopite\u013en\u00e9 a v bud\u00facnosti jednoducho roz\u0161\u00edrite\u013en\u00e9. <\/span><\/p>\n

    Pr\u00ednos pre klienta<\/span><\/h2>\n

    \"\"<\/p>\n

    Vytv\u00e1ranie Segmentov a Publ\u00edk<\/b><\/h3>\n

    Na z\u00e1klade d\u00e1t sme schopn\u00ed vytv\u00e1ra\u0165 komplexn\u00e9 segmenty pou\u017e\u00edvate\u013eov (nesk\u00f4r remarketingov\u00e9 publik\u00e1), ktor\u00e9 n\u00e1m dok\u00e1\u017eu pom\u00f4c\u0165 pri zodpovedan\u00ed ot\u00e1zok, ako:<\/span><\/p>\n

      \n
    • Spr\u00e1vaj\u00fa sa pou\u017e\u00edvatelia zauj\u00edmaj\u00faci sa o <\/span>\u201e<\/span>\u0160panielsko\u201d na webe inak, ako pou\u017e\u00edvatelia zauj\u00edmaj\u00faci sa o <\/span>\u201e<\/span>Franc\u00fazsko\u201d? L\u00ed\u0161ia sa v demografii? M\u00f4\u017eeme t\u00fato inform\u00e1ciu vyu\u017ei\u0165 v marketingov\u00fdch kampaniach?<\/span><\/li>\n
    • Spr\u00e1vaj\u00fa sa pou\u017e\u00edvatelia zauj\u00edmaj\u00faci sa o mestsk\u00e9 v\u00fdlety na webe inak, ako pou\u017e\u00edvatelia zauj\u00edmaj\u00faci sa o letn\u00e9 dovolenky? L\u00ed\u0161ia sa v demografii? M\u00f4\u017eeme t\u00fato inform\u00e1ciu vyu\u017ei\u0165 v marketingov\u00fdch kampaniach?<\/span><\/li>\n
    • Ak\u00fd vplyv maj\u00fa hodnotenia a recenzie na konverzn\u00fd pomer? Ovplyv\u0148uj\u00fa v\u0161etk\u00fdch pou\u017e\u00edvate\u013eov alebo iba \u0161pecifick\u00e9 segmenty? <\/span><\/li>\n<\/ul>\n

      Interakcia s Filtrami<\/b><\/h3>\n

      V\u010faka na\u0161im nastaveniam vieme ur\u010di\u0165:<\/span><\/p>\n

        \n
      • Ak\u00e9 filtre pou\u017e\u00edvatelia vyu\u017e\u00edvaj\u00fa. \u00a0<\/span><\/li>\n
      • Ako typ pou\u017eit\u00e9ho filtra ovplyv\u0148uje ich konverzn\u00fd pomer.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

        Klient OTRAVO\/VakantieDiscounter Typ projektu Enhanced Ecommerce implement\u00e1cia\/D\u00e1ta na mieru O klientovi Otravo je l\u00eddrom na trhu (online) predajov…<\/p>\n","protected":false},"author":62,"featured_media":14162,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[340],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14155"}],"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=14155"}],"version-history":[{"count":2,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14155\/revisions"}],"predecessor-version":[{"id":14164,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14155\/revisions\/14164"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14162"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}