{"id":14298,"date":"2019-05-28T10:24:08","date_gmt":"2019-05-28T08:24:08","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14298"},"modified":"2019-05-28T10:24:08","modified_gmt":"2019-05-28T08:24:08","slug":"damion-brown-buducnost-analytiky-je-tu-vola-sa-cloud","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/damion-brown-buducnost-analytiky-je-tu-vola-sa-cloud\/","title":{"rendered":"Damion Brown: Bud\u00facnos\u0165 analytiky je tu. Vol\u00e1 sa Cloud"},"content":{"rendered":"

Damion Brown<\/b><\/a> je zakladate\u013eom a CEO analytickej agent\u00fary <\/b>Data Runs Deep<\/b><\/a>. S\u00eddli v austr\u00e1lskom Melbourne a podobne ako DASE, sa venuje v\u00fdhradne webovej analytike. Damion sa v bran\u017ei pohybuje viac ako desa\u0165 rokov. M\u00f4\u017eete ho stretn\u00fa\u0165 na r\u00f4znych marketingov\u00fdch konferenci\u00e1ch a Measurecamp-och, ke\u010f\u017ee pomerne \u010dasto pendluje na linke Austr\u00e1lia <\/b>\u2013 <\/b>\u00a0Eur\u00f3pa. Nako\u013eko sme mali mo\u017enos\u0165 spolupracova\u0165 s Data Runs Deep na viacer\u00fdch projektoch, oslovili sme Damiona na kr\u00e1tky rozhovor.<\/b><\/p>\n

Taktie\u017e priklad\u00e1me rozhovor v origin\u00e1lnom znen\u00ed, ke\u010f\u017ee niektor\u00e9 v\u00fdrazy by sa mohli strati\u0165 v preklade. \ud83d\ude42<\/span><\/p>\n

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O: By\u0165 <\/b>\u201e<\/b>data-driven\u201d (riaden\u00fd d\u00e1tami) je v s\u00fa\u010dasnosti jednou z najpou\u017e\u00edvanej\u0161\u00edch fr\u00e1z vo sf\u00e9re biznisu. Ako by si definoval, \u010di je ur\u010dit\u00e1 spolo\u010dnos\u0165 <\/b>\u201e<\/b>data-driven\u201d alebo nie?<\/b><\/p>\n

To je zauj\u00edmav\u00e1 ot\u00e1zka. V\u0161etci po\u010duj\u00fa fr\u00e1zu <\/span>\u201e<\/span>data-driven\u201d tak \u010dasto, \u017ee s\u00fa na \u0148u takmer im\u00fanni , ale mus\u00edme sa vyhn\u00fa\u0165 tomu, aby sa z nej stalo kli\u0161\u00e9, preto\u017ee je to jedna z najd\u00f4le\u017eitej\u0161\u00edch vec\u00ed, o ktor\u00fdch je digit\u00e1lna anal\u00fdza. Ak si to rozlo\u017e\u00edme, by\u0165 data-driven znamen\u00e1, pou\u017e\u00edva\u0165 d\u00e1ta na informovan\u00e9 rozhodnutia. Kto by to nechcel?<\/span><\/p>\n

Vid\u00edme ve\u013ea spolo\u010dnost\u00ed, ktor\u00e9 tvrdia, \u017ee s\u00fa <\/span>\u201e<\/span>data-driven\u201d len preto, \u017ee nie\u010do zmenili v marketingu podla toho, \u010di bola miera konverzie ni\u017e\u0161ia alebo vy\u0161\u0161ia ako v\u0161etko ostatn\u00e9. To je v s\u00edce poriadku, ale cesta tam nekon\u010d\u00ed. <\/span>A mysl\u00edm si, \u017ee sa to st\u00e1va omnoho zauj\u00edmavej\u0161ie s <\/span>\u201e<\/span>Cloud for Marketing\u201d, ktor\u00fd predstavuje v\u0161eobecn\u00fd sp\u00f4sob, ako m\u00f4\u017eeme vyu\u017ei\u0165 cloudov\u00e9 technol\u00f3gie \u00a0na posilnenie marketingu. <\/span><\/p>\n

Data-Driven Creative je len mal\u00fdm pr\u00edkladom toho, \u010do naozaj ilustruje, ak\u00e9 \u00fa\u017easn\u00e9 veci \u00a0m\u00f4\u017ee Cloud pre marketing vytv\u00e1ra\u0165. Na pochopenie zlo\u017eenia reklamn\u00fdch kreat\u00edv vyu\u017e\u00edva API slu\u017eby Cloud Vision od spolo\u010dnosti Google s cie\u013eom klasifikova\u0165 ich na r\u00f4zne typy spr\u00e1v. Strojov\u00e9 u\u010denie (machine learning) m\u00f4\u017ee napr\u00edklad odhali\u0165 jednu reklamu, ktor\u00e1 m\u00e1 obraz psa a druh\u00fa s obrazom ma\u010dky. V\u00fdstupom je text, tak\u017ee \u00a0tieto d\u00e1ta m\u00f4\u017eete kombinova\u0165 s konven\u010dn\u00fdmi marketingov\u00fdmi metrikami, ako je CPC a CTR. M\u00f4\u017eete tak pr\u00eds\u0165 s n\u00e1dhern\u00fdmi postrehmi typu: vy\u0161\u0161ie konverzie dosahuje kreat\u00edva, ktor\u00e1 obsahuje obr\u00e1zok ma\u010dky s \u010derven\u00fdm klob\u00fakom a v\u00fdzvu k akcii, ktor\u00e1 zah\u0155\u0148a slovo <\/span>\u201e<\/span>bonus“. \u00da\u017easn\u00e9!<\/span><\/p>\n

 <\/p>\n

O: Ako by si porovnal zrelos\u0165 austr\u00e1lskych spolo\u010dnost\u00ed, pokia\u013e ide o webov\u00fa analytiku (z\u00edskavanie d\u00e1t <\/b>\u2013 <\/b>\u00a0pou\u017e\u00edvanie d\u00e1t <\/b>\u2013 <\/b>\u00a0biznis rozhodnutia zalo\u017een\u00e9 na d\u00e1tach) s Eur\u00f3pou alebo USA?<\/b><\/p>\n

Je tu jedna \u00fa\u017easn\u00e1 vlastnos\u0165, o ktorej si mysl\u00edm, \u017ee je be\u017enej\u0161ia pre austr\u00e1lske spolo\u010dnosti ako pre tie z in\u00fdch kraj\u00edn. M\u00f4\u017eem ju op\u00edsa\u0165 len ako \u00a0<\/span>\u201e<\/span>let\u2019s get shit done\u201d postoj. V porovnan\u00ed s Eur\u00f3pou je austr\u00e1lsky trh omnoho menej regulovan\u00fd a mysl\u00edm si, \u017ee pr\u00e1ve to pom\u00e1ha podporova\u0165 sp\u00f4sob, ako sa pozera\u0165 na svet. Je to nie\u010do, \u010do sa ve\u013emi dobre hod\u00ed k austr\u00e1lskemu poh\u013eadu na \u017eivot.<\/span><\/p>\n

Narodil som sa v Anglicku a po tridsiatke som sa pres\u0165ahoval do Austr\u00e1lie. Po nieko\u013ek\u00fdch rokoch som prestal prem\u00fd\u0161\u013ea\u0165 o rozdieloch medzi kult\u00farami. V\u0161etci sme \u013eudia a \u013eudia radi pracuj\u00fa s \u013eu\u010fmi, ktor\u00fdch maj\u00fa radi. Mysl\u00edm si, \u017ee je to d\u00f4le\u017eitej\u0161ia vec ako ak\u00e9ko\u013evek rozdiely, ktor\u00e9 by mohli existova\u0165.<\/span><\/p>\n

 <\/p>\n

Q: Ned\u00e1vno ste v Data Runs Deep za\u010dali sekciu na blogu s n\u00e1zvom <\/b>\u201e<\/span>The Flying Beagle\u201d venovan\u00e1 slu\u017ebe Google Cloud. Taktie\u017e bude\u0161 ma\u0165 prezent\u00e1ciu na konferencii HITIT Digital v Z\u00e1hrebe (15. m\u00e1j) o pou\u017e\u00edvan\u00ed Google Cloud pre online marketing. Ver\u00ed\u0161, \u017ee cloudov\u00e9 rie\u0161enia bud\u00fa \u010fal\u0161\u00edm krokom v oblasti webovej analytiky?<\/b><\/p>\n

Ur\u010dite! Cloud bude \u010fal\u0161\u00edm krokom pre marketing, a tie\u017e krok po tom, a krok po tom, a krok po tom! Schopnos\u0165 kombinova\u0165 \u00fadaje z r\u00f4znych analytick\u00fdch n\u00e1strojov s vecami, ako CRM, offline transakcie a strojov\u00e9 u\u010denie (ako pr\u00edklad, o ktorom sme hovorili asi pred min\u00fatou alebo dvoma) je jednoducho \u0161ialen\u00e1. Hoci je siln\u00e1, futuristick\u00e1 a extr\u00e9mne vzru\u0161uj\u00faca, je \u00faplne na dosah. Nie je <\/span>niekde \u010faleko<\/span><\/i>. Je pr\u00e1ve tu!<\/span><\/p>\n

 <\/p>\n

O: DASE a DRD s\u00fa si podobn\u00e9 v tom, \u017ee \u00a0sa zameriavaj\u00fa len na digit\u00e1lnu analytiku (neposkytujeme \u017eiadne in\u00e9 online marketingov\u00e9 slu\u017eby). Ak\u00e9 je miesto na trhu t\u00fdchto agent\u00far zameran\u00fdch v\u00fdhradne na webov\u00fa anal\u00fdzu? Kedy by mala spolo\u010dnos\u0165 oslovi\u0165 DRD alebo DASE (za predpokladu, \u017ee u\u017e maj\u00fa zaveden\u00e9 meranie v GA ich online marketingovou agent\u00farou)?<\/b><\/p>\n

Je to zauj\u00edmav\u00e9, \u017ee? Dlho sa mi zdalo, \u017ee som \u010dakal, k\u00fdm sa svet dostane na \u00farove\u0148 slu\u017eieb, ktor\u00e9 sme pon\u00fakali. Data Runs Deep som zalo\u017eil s\u00e1m, v pr\u00e1zdnej izbe m\u00f4jho prenajat\u00e9ho domu, v ktorom st\u00e1le \u017eijem. Ako keby som sa rozhodol, \u017ee tam budem sedie\u0165 a \u010daka\u0165, k\u00fdm zazvon\u00ed telef\u00f3n a niekto mi povie , \u017ee slu\u017eby, ktor\u00e9 pon\u00fakam, nie\u010do <\/span>znamenaj\u00fa<\/span><\/i>! <\/span><\/p>\n

Mysl\u00edm, \u017ee DASE a Data Runs Deep bud\u00fa v najbli\u017e\u0161\u00edch rokoch \u010deli\u0165 rovnak\u00fdm v\u00fdzvam. Napr\u00edklad spolo\u010dnostiam, ktor\u00e9 potrebuj\u00fa sofistikovanej\u0161ie rie\u0161enia pri sledovan\u00ed interakci\u00ed na svojich webov\u00fdch str\u00e1nkach.<\/span><\/p>\n

Existuje bod zlomu, \u00a0ke\u010f \u013eudia potrebuj\u00fa pr\u00eds\u0165 k niekomu, ako sme my. S\u00fa dva pr\u00edpady. Prv\u00fd je, \u017ee v\u0161etko , \u010do potrebuj\u00fa, s\u00fa z\u00e1kladn\u00e9 metriky a okam\u017eit\u00e9 sledovanie (a pam\u00e4tajme, \u017ee mnoh\u00fdm firm\u00e1m bude toto \u00faplne posta\u010dova\u0165) a v tomto pr\u00edpade nepotrebuj\u00fa niekoho, ako sme my. V pr\u00edpade, \u017ee potrebuj\u00fa personaliz\u00e1ciu, lep\u0161ie pochopenie d\u00e1t a \u00eds\u0165 viac do h\u013abky, potom potrebuj\u00fa niekoho ako sme my.<\/span><\/p>\n

\u201e<\/span>Oh, and fucking iFrames\u201d. Je to v\u0161etko z\u00e1bava a hra, k\u00fdm niekto potrebuje sledova\u0165 iFrame. Niekedy si mysl\u00edm, \u017ee analytick\u00e9 agent\u00fary maj\u00fa obrovsk\u00fd dlh vo\u010di \u00a0chorej mysli, ktor\u00e1 vymyslela iFrame. Ten \u010dlovek pre n\u00e1s vytvoril to\u013eko pr\u00e1ce s opravou sledovania iFrame-ov!<\/span><\/p>\n

 <\/p>\n

O: V oblasti webovej analytiky pracuje\u0161 u\u017e viac ako 10 rokov. \u010co sa ti najviac p\u00e1\u010di na analytike alebo \u00a0projektoch, na ktor\u00fdch pracuje\u0161?<\/b><\/p>\n

Mysl\u00edm, \u017ee za ten \u010das sa ve\u013emi zmenil trh, ako aj Data Runs Deep. Z t\u00edmu s 1,3 \u013eu\u010fmi (ja a m\u00f4j pes) sme sa dostali na \u010d\u00edslo 13 pomerne r\u00fdchlo. Nebola to v\u0161ak z\u00e1vratn\u00e1 r\u00fdchlos\u0165. Bol to organick\u00fd rast. Ke\u010f sa na to sp\u00e4tne pozriem, je ve\u013emi \u0165a\u017ek\u00e9 spomen\u00fa\u0165 si, ako sa to v\u0161etko odohr\u00e1valo.<\/span><\/p>\n

To vo v\u0161eobecnosti znamen\u00e1, \u017ee i u\u017e nevenujem ve\u013ea \u010dasu n\u00e1strojom. Vlastne si ani neviem spomen\u00fa\u0165, kedy som naposledy pripravoval nejak\u00fa anal\u00fdzu. Pravdepodobne niekedy minul\u00fd rok?<\/span><\/p>\n

To, \u00a0v \u010dom pokra\u010dujem a to, \u010do na\u010falej milujem, s\u00fa \u013eudia. \u010ci u\u017e s\u00fa to t\u00ed v na\u0161om t\u00edme, na\u0161im klienti, ktor\u00ed pr\u00eddu na \u0161kolenie alebo tak\u00ed , ktor\u00ed v\u00e1s dotiahnu na meeting, ale pr\u00e1cu napokon dostane niekto in\u00fd \u00a0a vy o nich u\u017e nikdy nepo\u010dujete. Na okolnostiach nez\u00e1le\u017e\u00ed. Na \u010dom z\u00e1le\u017e\u00ed je v\u0161ak t\u00e1 n\u00e1dhern\u00e1, zvedav\u00e1, iskriv\u00e1 povaha mnoh\u00fdch \u013eud\u00ed v tomto odvetv\u00ed. To je to, \u010do ma najviac bav\u00ed,a nikdy to nechcem zmeni\u0165.<\/span><\/p>\n

 <\/p>\n

\n

Interview: Damion Brown | CEO Data Runs Deep<\/b><\/h2>\n

Q: Being data-driven is one of the most used buzz-words in business sphere nowadays. How would you define if certain company is data-driven or not?<\/b><\/p>\n

That’s an interesting question. Everyone hears the phrase „data-driven“ so much that you almost become desensitized to it, but we need to avoid it becoming a clich\u00e9 because it’s one of the most important things that digital analytics is all about. If we break it down, what data-driven really means is the use of data to inform decisions. Who wouldn’t want that!<\/span><\/p>\n

We see a lot of companies that claim to be data-driven just because they took action on a marketing channel because a conversion rate was lower or higher than everything else. That’s fine, but the journey doesn’t stop there. And I guess this gets a whole lot more interesting with Cloud For Marketing, which is a general catch-all for how we might use Cloud technologies to power-up our marketing.<\/span><\/p>\n

Just as a quick example, something that really illustrates how Cloud for Marketing can do amazing things is Data-Driven Creative. This uses Google’s Cloud Vision API to understand the composition of your ad creatives to classify different types of messaging. For example, the machine learning might detect one ad as having a picture of a dog, and another as having a picture of a cat. It outputs that as text, so you can blend it with conventional marketing metrics like CPC and CTR and come up with these wonderful insights like knowing that when you have a picture of a cat wearing a red hat and a call-to-action that includes the word „bonus“, you get higher conversion rates. Truly amazing!<\/span><\/p>\n

 <\/p>\n

Q: How would you compare maturity of Australian companies when it comes to web analytics (collecting\/using the data\/making business decisions based on data) with Europe or US?<\/b><\/p>\n

There’s a wonderful quality that I think Australian companies have more so than companies in other countries, which I can only describe as a „let’s get shit done“ attitude. Compared to Europe, the Australian market is far less regulated and I think that this helps foster a can-do way of looking at the world, something that fits really well with the general Australian outlook on life. <\/span><\/p>\n

I’m English by birth, and moved to Australia when I was thirtysomething, and after a few years I kind of stopped thinking about the differences between cultures. It’s all people, and people like to work with other people that they like, and I think that’s more of an important thing than any differences that might exist.<\/span><\/p>\n

 <\/p>\n

Q: Recently DataRunsDeep started section on a blog called ‚The flying beagle‘ dedicated to Google Cloud. Also you’ll have a talk at the Hit It Digital conference in Zagreb (May 15th) about using Google Cloud for online marketing. Do you believe that cloud solutions will be the next step in web analytics?<\/b><\/p>\n

Dude, absolutely! Cloud is going to be the next step for marketing for sure, and also the step after that, and the step after that, and the step after that! The ability to blend data from web analytics tools with things like CRM, offline transactions, and machine learning (like with the data-driven creative example we talked about a minute or two ago) is just insane, and while it’s powerful and futuristic and extremely exciting, it’s totally within reach. Like, it’s not <\/span>way over there<\/span><\/i>. It’s <\/span>right here!<\/span><\/i><\/p>\n

 <\/p>\n

Q: DASE and DRD are similar because we both focus on digital analytics only (we do not provide any other online marketing services). What do you think is the place of these analytics focused agencies on the market? When should the company reach out to DRD or DASE (assuming they have GA tracking already in place provided by their online marketing agency)?<\/b><\/p>\n

Yeah it’s interesting isn’t it. For the longest time it felt like I was kind of waiting for the world to catch up with the services we were offering. I started Data Runs Deep by myself, in a spare room of my shitty rental house that I still live in, and it’s kind of like I made an executive decision to sit there waiting for the phone to ring to tell me that the services I was selling actually <\/span>meant <\/span><\/i>something to someone! I guess DASE and Data Runs Deep will have seen lots of the same things over the years, as companies have needed a more sophisticated setup to track more interactions on their websites. <\/span><\/p>\n

I guess that’s the tipping point for when people need to come to someone like us — if all they need are basic metrics and out-of-the-box tracking (and don’t forget, a lot of businesses will be totally fine with just that) — then they don’t need someone like us. If they need customisation, if they need better insight, if they need to go deeper, then they need someone like us. <\/span><\/p>\n

Oh, and fucking iFrames. It’s all fun and games until someone needs to track an iFrame. I sometimes think that analytics agencies owe a huge debt to whichever twisted mind made the iFrame, there’s so much work we do trying to fix tracking!<\/span><\/p>\n

 <\/p>\n

Q: You’ve been working in Web Analytics field for more than 10 years now. What do you enjoy the most about Web Analytics or the projects you work on?<\/b><\/p>\n

I guess a lot has changed in the market, and a lot has changed with Data Runs Deep in that time. We’ve gone from a team of 1.3 (me and my dog) to a team of 13 in a pretty rapid way. It’s not been breakneck speed, and it’s all been organic, but when you look back it’s difficult to remember how it all unfolded, that kind of thing. <\/span><\/p>\n

All of which means that I don’t generally get to spend much time on the tools these days. Actually doing analysis, I can’t remember the last time. Probably last year? <\/span><\/p>\n

What I continue to do, and what I continue to love, is the people. Whether they’re on our team, or whether they’re our clients, or whether they rock up to a training session, or whether they bring you in for a meeting then the work goes to someone else and you never hear from them again. The circumstances don’t matter, what matters is the wonderful inquisitive, sparkly nature of so many of the people in this industry. That’s what I enjoy most, and I never want that to change.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Damion Brown je zakladate\u013eom a CEO analytickej agent\u00fary Data Runs Deep. S\u00eddli v austr\u00e1lskom Melbourne a podobne ako…<\/p>\n","protected":false},"author":62,"featured_media":14307,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[638],"tags":[653,654,652],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14298"}],"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=14298"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14298\/revisions"}],"predecessor-version":[{"id":14306,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14298\/revisions\/14306"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14307"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}