{"id":14175,"date":"2019-04-03T10:09:21","date_gmt":"2019-04-03T08:09:21","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14175"},"modified":"2019-10-31T11:20:25","modified_gmt":"2019-10-31T09:20:25","slug":"5-principov-efektivnej-analytiky-v-praxi","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/5-principov-efektivnej-analytiky-v-praxi\/","title":{"rendered":"5 princ\u00edpov efekt\u00edvnej analytiky v praxi"},"content":{"rendered":"<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/data-driven-marketing-a-analyticka-vyspelost-na-akej-urovni-je-vasa-firma\/\" target=\"_blank\" rel=\"noopener\"><b>V mojom predch\u00e1dzaj\u00facom \u010dl\u00e1nku<\/b><\/a><b> som p\u00edsala o tom, \u010do je data-driven marketing a analytick\u00e1 vyspelos\u0165. Na z\u00e1ver som sa dotkla aj toho, ako sa k nej dopracova\u0165. Postupov m\u00f4\u017ee by\u0165 viacero. V tomto \u010dl\u00e1nku budem p\u00edsa\u0165 o tom, ako to rob\u00edme v DASE.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ako sa p\u00ed\u0161e v na\u0161om slogane: <\/span><i><span style=\"font-weight: 400;\">\u201eWe help you to make data-driven business decisions.\u201c<\/span><\/i><span style=\"font-weight: 400;\"> Dr\u017e\u00edme sa pritom <\/span><b>5 princ\u00edpov efekt\u00edvnej analytiky<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">1.Strat\u00e9gia &gt; Taktika<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pri tvorbe analytickej strat\u00e9gie si odpoved\u00e1te na nasledovn\u00e9 ot\u00e1zky:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">M\u00e1te strat\u00e9giu, ktor\u00e1 sa zhoduje s celkov\u00fdmi cie\u013emi spolo\u010dnosti?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Je t\u00e1to strat\u00e9gia u\u0161it\u00e1 na mieru pre spr\u00e1vanie pou\u017e\u00edvate\u013eov, na dan\u00e9 kan\u00e1ly a m\u00e9dia?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ke\u010f m\u00e1te ur\u010den\u00fa celkov\u00fa strat\u00e9giu firmy, na z\u00e1klade toho celkov\u00fa analytick\u00fa strat\u00e9giu, a\u017e potom m\u00f4\u017eete tvori\u0165 men\u0161ie analytick\u00e9 projekty (taktiky). Tieto v\u0161ak v\u017edy zapadaj\u00fa do celkovej strat\u00e9gie a nie je ich mo\u017en\u00e9 tvori\u0165 bez nej. I\u0161lo by toti\u017e len o v\u00fdstrely napr\u00e1zdno. O efektivite by sa teda dalo hovori\u0165 len \u0165a\u017eko.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2. \u013dudia &gt; Procesy \u00a0&gt; Technol\u00f3gie<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u013dudia s\u00fa d\u00f4le\u017eitej\u0161\u00ed ako procesy a tie s\u00fa zase d\u00f4le\u017eitej\u0161ie ako technol\u00f3gie. V ide\u00e1lnom pr\u00edpade v\u0161ak pracuj\u00fa v\u0161etky tieto tri zlo\u017eky spolo\u010dne. A to vtedy, ke\u010f m\u00e1te spr\u00e1vnych \u013eud\u00ed, ktor\u00ed vytvoria spr\u00e1vne procesy a pou\u017e\u00edvaj\u00fa pritom spr\u00e1vne technol\u00f3gie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nastavenie efekt\u00edvnej analytiky a data-driven kult\u00fary si vy\u017eaduje nielen strategicky a marketingovo, ale aj technicky zdatn\u00fdch \u013eud\u00ed v t\u00edme. Z\u00e1kladn\u00e9 znalosti Google Analytics, nebud\u00fa posta\u010duj\u00face. Mus\u00edte pou\u017e\u00edva\u0165 pokro\u010dil\u00e9 n\u00e1stroje a procesy. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. U\u010denie &gt; V\u00fdhra<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nie ka\u017ed\u00e9 meranie, test \u010di zmena prinesie pozit\u00edvny v\u00fdsledok (v\u00fdhru). Pr\u00e1ve naopak. \u010castokr\u00e1t mus\u00edte nie\u010do dlho sk\u00fa\u0161a\u0165 a testova\u0165, k\u00fdm dospejete k najlep\u0161ie funguj\u00facemu modelu.<\/span><\/p>\n<p><b>Av\u0161ak len firma, ktor\u00e1 sa dok\u00e1\u017ee adaptova\u0165 na nov\u00e9 myslenie r\u00fdchlo a efekt\u00edvne, dok\u00e1\u017ee vytvori\u0165 data-driven kult\u00faru<\/b><span style=\"font-weight: 400;\"> a zabezpe\u010di\u0165 \u00a0nepretr\u017eit\u00e9 zlep\u0161ovanie. Preto je potrebn\u00e9 sa neust\u00e1le u\u010di\u0165, zlep\u0161ova\u0165, chybova\u0165, bra\u0165 si z toho ponau\u010denie a h\u00fdba\u0165 sa vpred.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">4. Predpove\u010f &gt; Sp\u00e4tn\u00e1 v\u00e4zba<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V u\u017e spom\u00ednanom <\/span><a href=\"https:\/\/www.dase-analytics.com\/blog\/data-driven-marketing-a-analyticka-vyspelost-na-akej-urovni-je-vasa-firma\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u010dl\u00e1nku o data-driven marketingu<\/span><\/a><span style=\"font-weight: 400;\"> som vysvet\u013eovala, \u017ee prv\u00fd a druh\u00fd stupe\u0148 analytickej vyspelosti (opis a diagnostika) s\u00fa o rie\u0161en\u00ed minulosti. Tam sa aktu\u00e1lne nach\u00e1dza v\u00e4\u010d\u0161ina firiem. Historick\u00e9 d\u00e1ta s\u00fa d\u00f4le\u017eit\u00e9, av\u0161ak svet sa men\u00ed tak r\u00fdchlo, \u017ee <\/span><b>je potrebn\u00e9 s\u00fastredi\u0165 sa na bud\u00facnos\u0165 namiesto minulosti. <\/b><span style=\"font-weight: 400;\">Ak chcete by\u0165 robi\u0165 analytiku efekt\u00edvne, mus\u00edte sa dosta\u0165 na tret\u00ed a \u0161tvrt\u00fd stupe\u0148 vyspelosti.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">5. Akcia &gt; Insight<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A\u017e pr\u00edli\u0161 ve\u013ea analytick\u00fdch projektov skon\u010d\u00ed tak, \u017ee sa nie\u010do skon\u0161tatuje, sp\u00ed\u0161u sa cenn\u00e9 postrehy (insights) a tie zapadn\u00fa prachom. My sa dr\u017e\u00edme z\u00e1sady, \u017ee akcia je viac ako len insight<\/span><b>. Rad\u0161ej analyzujte jednu vec a na jej z\u00e1klade konajte,<\/b><span style=\"font-weight: 400;\"> ako by ste len zbierali d\u00e1ta, s ktor\u00fdmi sa ni\u010d nestane.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">5 princ\u00edpov v praxi<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u010ci u\u017e sa rozhodnete smerova\u0165 k data-driven kult\u00fare sami alebo s agent\u00farou, odpor\u00fa\u010dame v\u00e1m nasledovn\u00e9 kroky, ktor\u00e9 v praxi odr\u00e1\u017eaj\u00fa v\u0161etk\u00fdch 5 princ\u00edpov:<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-14177 size-large\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/efektivna-1024x591.png\" alt=\"\" width=\"1024\" height=\"591\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/efektivna-1024x591.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/efektivna-300x173.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/efektivna.png 1561w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">1. Strategick\u00e9 stretnutie a definovanie \u201elearning projects\u201c<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Spolupr\u00e1cu s nov\u00fdm klientom za\u010d\u00edname spravidla <\/span><b>dvoj a\u017e trojhodinov\u00fdm workshopom<\/b><span style=\"font-weight: 400;\">. Jeho cie\u013eom je defin\u00edcia toho, \u010do je potrebn\u00e9 spravi\u0165 a ktor\u00fdm smerom sa treba vybra\u0165, aby sme dosiahli \u00faspech.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00fdsledkom je:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">zoznam KPI\u2019s,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">vytvorenie pl\u00e1nu,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">vyhodnotenie v\u00fdkonnosti a <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">nastavenie bud\u00facej strat\u00e9gie.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">V\u010faka sk\u00fasenostiam vieme klientovi poveda\u0165, ak\u00e9 merania je potrebn\u00e9 nastavi\u0165. Ak\u00e9 KPI\u2019s si vieme ur\u010di\u0165 vzh\u013eadom na jeho biznisov\u00e9 ciele a ako to budeme cel\u00e9 vyhodnocova\u0165 a pos\u00fava\u0165 sa \u010falej.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ak ste sa rozhodli rie\u0161i\u0165 analytiku interne, na tomto kroku sa ni\u010d nemen\u00ed. Odpor\u00fa\u010dam n\u00edm za\u010da\u0165, aj ke\u010f ste t\u00edm kolegov, ktor\u00ed sa pozn\u00e1te u\u017e roky. Na stretnut\u00ed s\u00fa potrebn\u00ed z\u00e1stupcovia marketingu, IT a mana\u017ementu firmy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00fdsledkom je tie\u017e <\/span><b>zadefinovanie postupn\u00fdch krokov a takt\u00edk. <\/b><span style=\"font-weight: 400;\">U n\u00e1s ich vol\u00e1me \u201elearning projects\u201c. S\u00fa to men\u0161ie projekty, ktor\u00e9 zapadaj\u00fa do celkovej strat\u00e9gie. Ich v\u00fdhoda je, \u017ee sa v\u010faka nim<\/span><b> r\u00fdchlo a efekt\u00edvne u\u010d\u00edme a pos\u00favame<\/b><span style=\"font-weight: 400;\"> (ako vyzer\u00e1 tak\u00fdto projekt sa do\u010d\u00edtate \u010falej v \u010dl\u00e1nku).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Oprava a obohatenie d\u00e1t<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Za dva a pol roka fungovania DASE sme urobili <\/span><b>analytick\u00fd audit desiatkam firiem<\/b><span style=\"font-weight: 400;\">. E\u0161te ani raz sa n\u00e1m nestalo, \u017ee by sme v \u00fa\u010dtoch nena\u0161li jedin\u00fa chybu. Op\u00e4\u0165 by som odk\u00e1zala na <\/span><a href=\"https:\/\/www.dase-analytics.com\/blog\/data-driven-marketing-a-analyticka-vyspelost-na-akej-urovni-je-vasa-firma\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">predch\u00e1dzaj\u00faci \u010dl\u00e1nok<\/span><\/a><span style=\"font-weight: 400;\">, \u010das\u0165 1. Stupe\u0148: Opis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E\u0161te predt\u00fdm, ako sa pust\u00edte do ak\u00e9hoko\u013evek merania \u010di vyhodnocovania, by ste sa mali uisti\u0165, \u017ee zbierate spr\u00e1vne d\u00e1ta spr\u00e1vnym sp\u00f4sobom. Ak neviete, kde za\u010da\u0165, pozrite si<\/span><a href=\"https:\/\/www.dase-analytics.com\/blog\/5-najcastejsich-chyb-v-google-analytics-uctoch\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> \u010dl\u00e1nok o naj\u010dastej\u0161\u00edch chyb\u00e1ch<\/span><\/a><span style=\"font-weight: 400;\"> v Google Analytics \u00fa\u010dtoch alebo n\u00e1s kontaktujte a my v\u00e1m sprav\u00edme <\/span><a href=\"https:\/\/www.dase-analytics.com\/analyticky-audit\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">analytick\u00fd audit zadarmo<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Vizualiz\u00e1cia d\u00e1t<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Da\u0165 pr\u00edstup k d\u00e1tam spr\u00e1vnym \u013eu\u010fom a v spr\u00e1vnom \u010dase je predpoklad pre data-driven kult\u00faru. Dashboarding a vizualiz\u00e1cia d\u00e1t d\u00e1va klientom a \u010dlenom t\u00edmu poh\u013ead na d\u00f4le\u017eit\u00e9 metriky v ka\u017edej f\u00e1ze marketingovej kampane. Na vizualiz\u00e1ciu d\u00e1t pou\u017e\u00edvame Google Data Studio, o ktorom povedal viac kolega Mayo <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=bX1TsB9rY4Q\" data-rel=\"lightbox-video-0\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">vo videoblogu<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Tr\u00e9ning zamestnancov<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ver\u00edme, \u017ee tr\u00e9ning marketingov\u00e9ho a IT oddelenia je <\/span><b>jednou z najd\u00f4le\u017eitej\u0161\u00edch aktiv\u00edt na dosiahnutie dlhodob\u00e9ho \u00faspechu<\/b><span style=\"font-weight: 400;\">. Analytika m\u00e1 toti\u017e vplyv na v\u0161etky marketingov\u00e9 aktivity a na ve\u013ek\u00e9 mno\u017estvo mana\u017e\u00e9rskych rozhodnut\u00ed. \u010ci u\u017e si rob\u00edte analytiku interne alebo na to m\u00e1te agent\u00faru, mali by ste sa uisti\u0165, \u017ee va\u0161i k\u013e\u00fa\u010dov\u00ed zamestnanci jej rozumej\u00fa.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. \u00dadr\u017eba d\u00e1t<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Efekt\u00edvna analytika<\/span><b> nie je statick\u00fd proces. <\/b><span style=\"font-weight: 400;\">Spr\u00e1vanie pou\u017e\u00edvate\u013eov, platformy a marketingov\u00e9 aktivity sa \u010dasom menia. \u00dadr\u017eba zabezpe\u010duje udr\u017eanie d\u00e1t na kvalitat\u00edvnom \u0161tandarde.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Ako zadefinova\u0165 \u201elearning project\u201c<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ako bolo vy\u0161\u0161ie spom\u00ednan\u00e9, ide o men\u0161ie taktick\u00e9 projekty, kde:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vytv\u00e1rame predpoklady a u\u010d\u00edme sa.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Udr\u017eiavame projekty mal\u00e9 a pos\u00favame sa vpred krok za krokom.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-14179\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-1024x377.png\" alt=\"\" width=\"1024\" height=\"377\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-1024x377.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-300x111.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project.png 1384w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Praktick\u00fd pr\u00edklad:<\/span><\/h3>\n<p><b>Predpoklad:<\/b><span style=\"font-weight: 400;\"> \u00a0Ver\u00edme, \u017ee ROI z digit\u00e1lnej reklamy narastie o 5 %, ak zn\u00ed\u017eime affiliate poplatok o 10 % a preinvestujeme tento budget do reklamy na soci\u00e1lnych sie\u0165ach. Affiliate na na\u0161u str\u00e1nku posiela viacej vracaj\u00facich sa pou\u017e\u00edvate\u013eov a my potrebujeme nov\u00fdch pou\u017e\u00edvate\u013eov. <\/span><\/p>\n<p><b>Akcia:<\/b><span style=\"font-weight: 400;\"> Zmeni\u0165 budget.<\/span><\/p>\n<p><b>Anal\u00fdza:<\/b><span style=\"font-weight: 400;\"> Meranie a analyzovanie stavu pred a po. <\/span><\/p>\n<p><b>Pou\u010denie:<\/b><span style=\"font-weight: 400;\"> Ak sa zmeny potvrdia, aplikuj\u00fa sa do praxe.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-14178\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-priklad-1024x633.png\" alt=\"\" width=\"1024\" height=\"633\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-priklad-1024x633.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-priklad-300x185.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/learning-project-priklad.png 1437w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ak p\u00f4jdete krok za krokom a neust\u00e1le budete myslie\u0165 na 5 z\u00e1kladn\u00fdch princ\u00edpov, mali by ste by\u0165 <\/span><b>o krok bli\u017e\u0161ie ku data-driven marketingu a firemnej kult\u00fare<\/b><span style=\"font-weight: 400;\">. Av\u0161ak nezab\u00fadajte, \u017ee akcia je v\u017edy viac ako insight a ide o nekon\u010diaci sa proces.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V mojom predch\u00e1dzaj\u00facom \u010dl\u00e1nku som p\u00edsala o tom, \u010do je data-driven marketing a analytick\u00e1 vyspelos\u0165. Na z\u00e1ver som&#8230;<\/p>\n","protected":false},"author":4,"featured_media":14200,"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\/14175"}],"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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=14175"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14175\/revisions"}],"predecessor-version":[{"id":14632,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14175\/revisions\/14632"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14200"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}