{"id":14223,"date":"2019-04-11T14:17:09","date_gmt":"2019-04-11T12:17:09","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14223"},"modified":"2019-04-11T14:37:39","modified_gmt":"2019-04-11T12:37:39","slug":"aky-bol-measurecamp-bratislava-2019","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/aky-bol-measurecamp-bratislava-2019\/","title":{"rendered":"Ak\u00fd bol Measurecamp Bratislava 2019?"},"content":{"rendered":"

Cez v\u00edkend sa v bratislavskom HubHub-e konal u\u017e v porad\u00ed \u0161tvrt\u00fd ro\u010dn\u00edk bratislavskej ed\u00edcie analytickej (ne)konferencie Measurecamp. Ak\u00fd bol?<\/span><\/p>\n

Koncept Measurecamp-u<\/span><\/h2>\n

Measurecamp je (ne)konferencia, ktor\u00e1 od roku 2012 sp\u00e1ja analytick\u00fdch nad\u0161encov po celom svete<\/strong>. Z\u00fa\u010dastni\u0165 sa m\u00f4\u017ee ka\u017ed\u00fd a zadarmo (ak sa v\u00e1m podar\u00ed uchmatn\u00fa\u0165 jeden z l\u00edstkov). Tradi\u010dne sa v\u0161ak kon\u00e1 v\u017edy v sobotu, tak\u017ee mus\u00edte obetova\u0165 svoj vo\u013en\u00fd \u010das. Na druhej strane je to fajn, lebo si m\u00f4\u017eete by\u0165 ist\u00ed, \u017ee ka\u017ed\u00fd kto na Measurecamp pr\u00edde, tam aj re\u00e1lne chce by\u0165.<\/span><\/p>\n

\u00daplne prv\u00fd ro\u010dn\u00edk sa uskuto\u010dnil v roku 2012 v Lond\u00fdne a odvtedy sa roz\u0161\u00edril po celom svete. Okrem uvo\u013enenej a neform\u00e1lnej atmosf\u00e9ry je Measurecamp charakteristick\u00fd svoj\u00edm konceptom. Obsah konferencie tvoria samotn\u00ed n\u00e1v\u0161tevn\u00edci. Dopredu teda v\u00f4bec nie je jasn\u00e9, ak\u00fd bude program.<\/strong> Ten sa vytv\u00e1ra v\u017edy pri tzv. \u201csession board-e\u201d, kde ka\u017ed\u00fd z n\u00e1v\u0161tevn\u00edkov m\u00f4\u017ee pripn\u00fa\u0165 svoj blog (session). \u010ci u\u017e sa jedn\u00e1 o o workshop, diskusiu alebo prezent\u00e1ciu, technicky, biznisovo \u010di analyticky zameran\u00fa, na tabuli je v\u00edtan\u00fd ktoko\u013evek a \u010doko\u013evek!<\/span><\/p>\n

\"\"<\/p>\n

Mapa tohtoro\u010dn\u00fdch Measurecamp-ov.<\/span><\/i><\/p>\n

 <\/p>\n

\u010co bolo mo\u017en\u00e9 vidie\u0165?<\/span><\/h2>\n

De\u0148 pred samotn\u00fdm Measurecamp-om sa konali platen\u00e9 workshopy na r\u00f4zne t\u00e9my a tento rok si bolo z \u010doho vybera\u0165. Viedli ich toti\u017e aj zn\u00e1mi zahrani\u010dn\u00ed hostia ako Jim Sterne<\/a>, Mikko Piippo<\/a> alebo Robert Petkovi\u0107<\/a>.<\/strong><\/span><\/p>\n

V sobotu pri\u0161iel na rad hlavn\u00fd chod a teda samotn\u00fd Measurecamp. De\u0148 otvoril Peter Jaku\u0161<\/a><\/strong>, jeden z dlhoro\u010dn\u00fdch organiz\u00e1torov slovensk\u00e9ho Measurecampu. Po jeho \u00favodn\u00fdch slov\u00e1ch sa \u00fa\u010dastn\u00edci nahrnuli pred tabu\u013eu.<\/span><\/p>\n

\"\"<\/p>\n

\u0160pecialitou tento rok bol live-stream, prostredn\u00edctvom ktor\u00e9ho sa v\u0161etky prezent\u00e1cie z hlavnej miestnosti vysielali do Moskvy. Tam zhodou okolnost\u00ed v rovnakom \u010dase prebiehal Measurecamp Moskva. Tak\u00e9to prepojenie dvoch Measurecamp-ov malo s vysokou pravdepodobnos\u0165ou premi\u00e9ru.<\/span><\/p>\n

De\u0148 som za\u010dal na predn\u00e1\u0161ke od Jura Franka<\/a><\/strong> (Exponea), ktor\u00fd n\u00e1m uk\u00e1zal ak\u00e9 novinky si pre n\u00e1s Google prichystal v Google Tag Manager-i. Nako\u013eko s\u00fa tieto funkcie zatia\u013e spr\u00edstupnen\u00e9 len pre vybran\u00e9 GTM \u00fa\u010dty, nem\u00f4\u017eem sa pr\u00edli\u0161 rozpisova\u0165 o podrobnostiach. No ur\u010dite sa je v najbli\u017e\u0161\u00edch troch mesiacoch (kedy by mala by\u0165 t\u00e1to funkcionalita vo\u013ene dostupn\u00e1 pre v\u0161etk\u00fdch) na \u010do te\u0161i\u0165.<\/span><\/p>\n

V prvom kole mal prezent\u00e1ciu aj Robert Petkovi\u0107<\/strong><\/a>, jeden zo zahrani\u010dn\u00fdch host\u00ed bratislavsk\u00e9ho Measurecamp-u. Robert hovoril o tom ako vyu\u017e\u00edvaj\u00fa Enhanced Ecommerce d\u00e1ta na optimaliz\u00e1ciu skladov\u00fdch z\u00e1sob<\/strong>. Taktie\u017e hovoril o tom, ako je pre nich d\u00f4le\u017eit\u00e9 analyzova\u0165 \u010do pou\u017e\u00edvatelia na webe h\u013eadaj\u00fa a ak\u00e9 v\u00fdsledky sa im zobrazuj\u00fa. Ak sa pou\u017e\u00edvate\u013eovi po vyh\u013eadan\u00ed nezobraz\u00ed ni\u010d alebo iba vypredan\u00e9 produkty, str\u00e1caj\u00fa peniaze. Preto sa sna\u017eia (aj na z\u00e1klade metr\u00edk ako buy-to-detail a cart-to-detail) ur\u010di\u0165, ak\u00fa ve\u013ek\u00fa z\u00e1sobu konkr\u00e9tnych produktov potrebuj\u00fa, aby ich v\u017edy bol na sklade dostatok.<\/span><\/p>\n

Zamysleli ste sa niekedy nad t\u00fdm, ko\u013eko percent pou\u017e\u00edvate\u013eov m\u00e1 va\u0161u str\u00e1nku otvoren\u00fa na viacer\u00fdch taboch (z\u00e1lo\u017ek\u00e1ch)?<\/strong> A v \u010dom by v\u00e1m t\u00e1to inform\u00e1cia mohla pom\u00f4c\u0165? V \u010fal\u0161om bloku sa Pavel Tou\u0161ek<\/a> <\/strong>(etnetera activate) venoval pr\u00e1ve tejto problematike. Bola to ve\u013emi in\u0161pirat\u00edvna t\u00e9ma, ktorej som doteraz (aspo\u0148 ja osobne) nevenoval ve\u013ek\u00fa pozornos\u0165. Ur\u010dite by som odpor\u00fa\u010dal tak\u00e9to meranie spusti\u0165 pre ak\u00fdko\u013evek web. Zistenia v\u00e1s m\u00f4\u017eu prekvapi\u0165.<\/span><\/p>\n

\"\"<\/p>\n

Pavel Tou\u0161ek<\/span><\/em><\/p>\n

Nasledoval Tom\u00e1\u0161 Mal\u00edk<\/a><\/strong> (Zaraguza), ktor\u00fd sa venuje v\u00fdkonnostn\u00fdm kampaniam. V jeho prezent\u00e1ci\u00ed sa venoval pomerne \u010dastej ot\u00e1zke od klientov – pre\u010do sa po\u010dty konverzi\u00ed l\u00ed\u0161ia naprie\u010d r\u00f4znymi reportovac\u00edmi n\u00e1strojmi.<\/strong> Pod\u013ea Tom\u00e1\u0161ov\u00fdch slov je jedn\u00fdm z hlavn\u00fdch probl\u00e9mov fakt, \u017ee ka\u017ed\u00fd n\u00e1stroj pou\u017e\u00edva in\u00fd atribu\u010dn\u00fd model – preto sa zameral na tri n\u00e1stroje (Google Analytics, Facebook a Google Ads) a rozdiely v ich atribu\u010dn\u00fdch modeloch. Na z\u00e1ver na\u010drtol, ako probl\u00e9m atrib\u00facie rie\u0161i v jeho projektoch.<\/span><\/p>\n

Posledn\u00fd blok pred prest\u00e1vkou vyplnila case study od Luk\u00e1\u0161a\u00a0G\u00f6r\u00f6ga<\/a><\/strong> (Die Presse). Vo svojej prezent\u00e1cii op\u00edsal, ako im r\u00f4zne vh\u013eady (insights) z d\u00e1t pom\u00e1haj\u00fa poskytova\u0165 relevantnej\u0161\u00ed a zauj\u00edmavej\u0161\u00ed obsah pre \u010ditate\u013eov. Luk\u00e1\u0161 rozpr\u00e1val aj o tom, ako sa vyhodnocuj\u00fa \u010d\u00edtanos\u0165 jednotliv\u00fdch t\u00e9m po\u010das t\u00fd\u017ed\u0148a. N\u00e1sledne sa sna\u017eia produkova\u0165 viac \u010dl\u00e1nkov pr\u00e1ve o t\u00e9mach, ktor\u00e9 s\u00fa v danom momente najviac vyh\u013ead\u00e1van\u00e9.<\/strong> Zauj\u00edmav\u00fdm poznatkom taktie\u017e bolo, ako sa men\u00ed percentu\u00e1lny podiel zariaden\u00ed, ktor\u00fdmi sa n\u00e1v\u0161tevn\u00edci prip\u00e1jaj\u00fa behom d\u0148a a ak\u00fd to m\u00e1 vplyv na obsah. <\/span><\/p>\n

Po obednej pauze Camiele Wenninger<\/a><\/strong> (Maxlead) usporiadal diskusiu, v ktorej bol zvedav\u00fd, kto a ako pristupuje k n\u00e1vrhu pl\u00e1nu merania<\/strong>. Ide o pomerne \u0161pecifick\u00fa t\u00e9mu. A ke\u010f\u017ee neexistuje univerz\u00e1lny postup, ako by sa k meraniu malo pristupova\u0165 bolo si ve\u013emi zauj\u00edmav\u00e9 vypo\u010du\u0165 r\u00f4zne postupy a porovna\u0165 ich s t\u00fdmi, ktor\u00e9 pou\u017e\u00edvame my v DASE.<\/span><\/p>\n

\"\"<\/p>\n

Ma\u0165 nekvalitn\u00e9 a ne\u0161trukturovan\u00e9 d\u00e1ta je \u010dastokr\u00e1t hor\u0161ie, ako ich nema\u0165 v\u00f4bec.<\/strong> Svoje o tom ur\u010dite vie aj Marek \u010eur\u010dek<\/a><\/strong> (Orange), ktor\u00e9ho blok som nav\u0161t\u00edvil ako \u010fal\u0161\u00ed v porad\u00ed. Marek vo svojej prezent\u00e1cii hovoril o tom, ako sa v Orange sna\u017e\u00ed presadi\u0165 \u0161trukturovanej\u0161ie merania. Rovnako sa sna\u017e\u00ed, aby merania nov\u00fdch prvkov boli v\u017edy konzistentn\u00e9 s meran\u00edm, ktor\u00e9 u\u017e existuje .<\/span><\/p>\n

Jednou z najzauj\u00edmavej\u0161\u00edch prezent\u00e1ci\u00ed d\u0148a bola pre m\u0148a ur\u010dite od Mira Ficzu<\/a><\/strong> (Eset). Miro a jeho kolegovia v Esete zastre\u0161uj\u00fa analytiku pre desiatky kraj\u00edn po celom svete. A ke\u010f\u017ee syst\u00e9m upozornen\u00ed je v Google Analytics ve\u013emi limitovan\u00fd, potrebovali vytvori\u0165 svoj vlastn\u00fd syst\u00e9m. T\u00fdmto by na dennej b\u00e1ze kontrolovali najd\u00f4le\u017eitej\u0161ie metriky (po\u010det transakci\u00ed, obrat, po\u010det 404iek a pod.) vo v\u0161etk\u00fdch krajin\u00e1ch<\/strong>. V pr\u00edpade, \u017ee sa niektor\u00e1 z t\u00fdchto metr\u00edk pr\u00edli\u0161 odch\u00fdli od \u201cpriemernej\u201d hodnoty, syst\u00e9m automaticky po\u0161le e-mail s upozornen\u00edm a pripojen\u00fdm grafom s problematickou metrikou. Cel\u00fd syst\u00e9m bol navrhnut\u00fd a implementovan\u00fd v Google Sheet s vyu\u017eit\u00edm Google Analytics API. <\/span><\/p>\n

Ku koncu d\u0148a som sa dostal na prezent\u00e1ciu odhodlal aj ja. Rozpr\u00e1val som ako je mo\u017en\u00e9 do Google Analytics zasiela\u0165 interakcie, ktor\u00e9 sa odohr\u00e1vaj\u00fa mimo webu. Pred \u010dasom som sa tejto t\u00e9me venoval aj v \u010dl\u00e1nku na na\u0161om blogu<\/a>. N\u00e1v\u0161tevn\u00edkom Measurecamp-u som uk\u00e1zal samotn\u00e9 rie\u0161enie, ktor\u00e9 sme pre klienta pripravili priamo v Google Sheets.<\/span><\/p>\n

\"\"<\/p>\n

A tak ako to u\u017e na Measurecamp-e dobr\u00fdm zvykom, po uzavret\u00ed d\u0148a nasledovala afterparty.<\/strong> Na afterparty m\u00e1te mo\u017enos\u0165 v neform\u00e1lnej atmosf\u00e9re pri poh\u00e1ri (tentoraz zelen\u00e9ho!) piva uzavrie\u0165 otvoren\u00e9 ot\u00e1zky, ku ktor\u00fdm sa je po\u010das ru\u0161n\u00e9ho a ob\u010das tak trochu measurecamp-sky chaotick\u00e9ho d\u0148a \u0165a\u017ek\u00e9 dosta\u0165.<\/span><\/p>\n

<\/h2>\n

Z\u00e1ver<\/span><\/h2>\n

Osobne tento ro\u010dn\u00edk hodnot\u00edm ako najlep\u0161\u00ed Measurecamp v Bratislave, ktor\u00fd som doteraz nav\u0161t\u00edvil. Vysok\u00e1 kvalita prezent\u00e1ci\u00ed v spojen\u00ed s \u00fatuln\u00fdmi priestormi bratislavsk\u00e9ho HubHub-u v\u00fdrazne pred\u010dila na\u0161e o\u010dak\u00e1vania. Ak by ste sa bud\u00faci rok chceli z\u00fa\u010dastni\u0165, sledujte Measurecamp na Facebook-u<\/a><\/strong>\u00a0aby ste sa v\u010das dozvedeli, kedy a kde sa bude kona\u0165 \u010fal\u0161\u00ed ro\u010dn\u00edk.<\/p>\n

E\u0161te raz, \u010eakujeme v\u0161etk\u00fdm usporiadate\u013eom a sponzorom a u\u017e teraz sa te\u0161\u00edme na \u010fal\u0161\u00ed ro\u010dn\u00edk!<\/strong><\/p>\n

\"\"<\/p>\n

V (skoro) \u00faplnom zlo\u017een\u00ed.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Cez v\u00edkend sa v bratislavskom HubHub-e konal u\u017e v porad\u00ed \u0161tvrt\u00fd ro\u010dn\u00edk bratislavskej ed\u00edcie analytickej (ne)konferencie Measurecamp. Ak\u00fd…<\/p>\n","protected":false},"author":62,"featured_media":14224,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[638],"tags":[649,648],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14223"}],"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=14223"}],"version-history":[{"count":7,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14223\/revisions"}],"predecessor-version":[{"id":14238,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14223\/revisions\/14238"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14224"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}