{"id":14726,"date":"2019-11-25T18:13:33","date_gmt":"2019-11-25T16:13:33","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14726"},"modified":"2019-11-25T18:13:33","modified_gmt":"2019-11-25T16:13:33","slug":"black-friday-vyhodnocujete-svoje-kampane-spravne","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/black-friday-vyhodnocujete-svoje-kampane-spravne\/","title":{"rendered":"Black Friday: Vyhodnocujete svoje kampane spr\u00e1vne?"},"content":{"rendered":"

Black Friday sa na Slovensku st\u00e1va pod\u013ea <\/span>Google Trends<\/span><\/a> \u010doraz popul\u00e1rnej\u0161\u00ed. \u013dudia s\u00fa pripraven\u00ed po\u010das neho nakupova\u0165 a\u017e o 666 % viac ako po\u010das be\u017en\u00fdch dn\u00ed a min\u00fa\u0165 v priemere 216 \u20ac (zdroj: <\/span>black-friday.global<\/span><\/a>). Mnoho z t\u00fdchto z\u00e1kazn\u00edkov, v\u0161ak <\/span>u v\u00e1s u\u017e nikdy nenak\u00fapi<\/b>.\u00a0<\/span><\/p>\n

Zauj\u00edmalo v\u00e1s<\/b> ko\u013eko percent z t\u00fdchto z\u00e1kazn\u00edkov<\/span> u v\u00e1s znova nak\u00fapi? <\/b>Ak\u00e9 <\/span>kan\u00e1ly <\/b>alebo <\/span>kampane priviedli t\u00fdchto z\u00e1kazn\u00edkov, <\/b>alebo ak\u00e1 je <\/span>hodnota <\/b>t\u00fdchto <\/span>opakovan\u00fdch n\u00e1kupov?<\/b><\/p>\n

V tomto \u010dl\u00e1nku si uk\u00e1\u017eeme ako<\/span> vyhodnocova\u0165 marketingov\u00e9 kampane z dlhodob\u00e9ho h\u013eadiska <\/b>a<\/span> ako to m\u00f4\u017eete vyu\u017ei\u0165 pre <\/span>optimaliz\u00e1ciu va\u0161ich marketingov\u00fdch invest\u00edci\u00ed. <\/b>Pou\u017eijeme k tomu <\/span>kohortov\u00fa anal\u00fdzu<\/b> v n\u00e1strojoch <\/span>Google Analytics<\/span><\/a> a <\/span>Facebook Analytics<\/span><\/a>.<\/span><\/p>\n

Kohorty a Kohortov\u00e1 anal\u00fdza<\/span><\/h2>\n

Pod\u013ea <\/span>Google<\/span><\/a> je kohorta skupina pou\u017e\u00edvate\u013eov so spolo\u010dnou charakteristikou. Touto spolo\u010dnou charakteristikou m\u00f4\u017ee by\u0165 napr\u00edklad kampa\u0148, vstupn\u00e1 str\u00e1nka alebo d\u00e1tum akviz\u00edcie.\u00a0<\/span><\/p>\n

Kohortov\u00e1 anal\u00fdza sl\u00fa\u017ei na bli\u017e\u0161ie presk\u00famanie charakterist\u00edk t\u00fdchto kohort. Napr\u00edklad sa m\u00f4\u017eete pozrie\u0165, ko\u013eko percent pou\u017e\u00edvate\u013eov sa vracia na va\u0161u str\u00e1nku v z\u00e1vislosti od kan\u00e1la, prostredn\u00edctvom ktor\u00e9ho pri\u0161li po prv\u00fdkr\u00e1t.<\/span><\/p>\n

\"Google<\/a><\/p>\n

Google Analytics<\/span><\/h2>\n

Kohorotov\u00fa anal\u00fdzu v Google Analytics, n\u00e1jdete v preh\u013eade <\/span>Publikum (Audience) > Kohortov\u00e1 anal\u00fdza (Cohort Analysis)<\/span><\/i>. V tomto preh\u013eade si m\u00f4\u017eete \u0161pecifikova\u0165 parametre kohorty, ktor\u00fa chcete analyzova\u0165.\u00a0<\/span><\/p>\n

Typ kohorty (Cohort Type)<\/b> –<\/span> v\u00e1m umo\u017e\u0148uje vybra\u0165 iba d\u00e1tum akviz\u00edcie, \u010di\u017ee d\u00e1tum, kedy ste pou\u017e\u00edvate\u013ea z\u00edskali a prv\u00fdkr\u00e1t nav\u0161t\u00edvil va\u0161u str\u00e1nku.\u00a0<\/span><\/p>\n

\"Google<\/a><\/p>\n

Ve\u013ekos\u0165 kohorty (Cohort Size)<\/b> – v\u00e1m umo\u017e\u0148uje zvoli\u0165 si, ak\u00e1 ve\u013ek\u00e1 m\u00e1 by\u0165 kohorta, ktor\u00fa chcete analyzova\u0165. K dispoz\u00edci\u00ed m\u00e1te 3 mo\u017enosti: de\u0148, t\u00fd\u017ede\u0148 a mesiac. M\u00f4\u017eete sa teda rozhodn\u00fa\u0165, \u010di chcete analyzova\u0165 pou\u017e\u00edvate\u013eov, ktor\u00ed k v\u00e1m pri\u0161li v ten ist\u00fd de\u0148, t\u00fd\u017ede\u0148 alebo mesiac.<\/span><\/p>\n

Metrika (Metric)<\/b> – tu si m\u00f4\u017eete zvoli\u0165 ak\u00fa metriku chcete pou\u017ei\u0165 k anal\u00fdze svojej kohorty. Najzauj\u00edmavej\u0161ie s\u00fa <\/span>V\u00fdnosy<\/span><\/i>, <\/span>Transakcie<\/span><\/i> alebo <\/span>Udr\u017eanie pou\u017e\u00edvate\u013ea<\/span><\/i>. Viac o t\u00fdchto metrik\u00e1ch m\u00f4\u017eete n\u00e1js\u0165 v <\/span>n\u00e1povede Google<\/span><\/a>, alebo zozname v\u0161etk\u00fdch metr\u00edk a dimenzi\u00ed pod sekciou <\/span>Lifetime Value and Cohorts<\/span><\/a>.<\/span><\/p>\n

Rozsah d\u00e1tumov (Data Range)<\/b> – zodpoved\u00e1 \u010dasov\u00e9mu rozsahu, ktor\u00fd chcete analyzova\u0165. L\u00ed\u0161i sa v z\u00e1vislosti od ve\u013ekosti kohorty. M\u00f4\u017ee to by\u0165 napr\u00edklad posledn\u00fdch 30 dn\u00ed, posledn\u00fdch 12 t\u00fd\u017ed\u0148ov alebo posledn\u00e9 3 mesiace.\u00a0<\/span><\/p>\n

Interpret\u00e1cia v\u00fdsledkov<\/span><\/h3>\n

K dispoz\u00edcii m\u00e1te 2 sp\u00f4soby vizualiz\u00e1cie – <\/span>graf <\/b>a <\/span>tabu\u013eka<\/b>. Pri grafe m\u00e1te mo\u017enos\u0165 zvoli\u0165 si, ktor\u00e9 kohorty chcete zobrazi\u0165, odpor\u00fa\u010dam maxim\u00e1lne 4. Ak prejdete kurzorom my\u0161ky na konkr\u00e9tny bod v grafe, zobrazia sa v\u00e1m detaily kohort pre dan\u00fd mesiac.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Pod grafom sa nach\u00e1dza tabu\u013eka, v ktorej si viete pozrie\u0165 hodnoty pre jednotliv\u00e9 kohorty, ako aj ich priemer. Mesiac 0 sa interpretuje ako akvizi\u010dn\u00fd mesiac, \u010di\u017ee ten, kedy v\u00e1s pou\u017e\u00edvate\u013e nav\u0161t\u00edvil po prv\u00fdkr\u00e1t.<\/span><\/p>\n

\"Google<\/a><\/p>\n

Na tabu\u013eku sa m\u00f4\u017eete pozera\u0165 troma smermi, pri\u010dom ka\u017ed\u00fd m\u00e1 svoje vlastn\u00e9 vyu\u017eitie. Ak sa pozer\u00e1te horizont\u00e1lne, tak ka\u017ed\u00fd riadok v tabu\u013eke predstavuje samostatn\u00fa kohortu a jej v\u00fdvoj v \u010dase. Ak vertik\u00e1lne, tak ka\u017ed\u00fd st\u013apec predstavuje \u010dasov\u00e9 obdobie, ktor\u00e9 m\u00f4\u017eete vyu\u017e\u00edva\u0165 pre porovnanie naprie\u010d kohortami.\u00a0<\/span><\/p>\n

\"Google<\/a><\/p>\n

Ak sa na tabu\u013eku pozer\u00e1te diagon\u00e1lne, tak vid\u00edte postupnos\u0165 v kalend\u00e1rnych mesiacoch, t\u00fd\u017ed\u0148och, alebo d\u0148och, v z\u00e1vislosti od ve\u013ekosti kohorty.<\/span><\/p>\n

\"Google<\/a><\/p>\n

V\u00fdhody<\/span><\/h3>\n

Google Analytics v\u00e1m umo\u017e\u0148uje porovn\u00e1va\u0165 v\u00fdsledky <\/span>segmentov<\/span><\/a> navz\u00e1jom. M\u00f4\u017eete si tak porovna\u0165 n\u00e1kupn\u00e9 spr\u00e1vanie pou\u017e\u00edvate\u013eov z vyh\u013ead\u00e1vania a platenej n\u00e1v\u0161tevnosti. Zisti\u0165, ako sa l\u00ed\u0161i ich <\/span>vernos\u0165 k va\u0161ej zna\u010dke<\/b>, ktor\u00e1 kampa\u0148 v\u00e1m prin\u00e1\u0161a z\u00e1kazn\u00edkov, ktor\u00ed u v\u00e1s robia opakovan\u00e9 n\u00e1kupy a podobne.\u00a0\u00a0<\/span><\/p>\n

M\u00f4\u017eete pou\u017ei\u0165 aj pokro\u010dilej\u0161ie <\/span>sekven\u010dn\u00e9 segmenty<\/span><\/a>, ak v\u00e1s zauj\u00edma ako sa spr\u00e1vaj\u00fa \u013eudia po ur\u010ditom slede udalost\u00ed.\u00a0<\/span><\/p>\n

Nev\u00fdhody<\/span><\/h3>\n

Za najv\u00e4\u010d\u0161iu nev\u00fdhodu pova\u017eujem dostupnos\u0165 \u00fadajov iba za posledn\u00e9 3 mesiace. \u010eal\u0161ou nev\u00fdhodou je to, \u017ee ak nem\u00e1te nastaven\u00e9 <\/span>sledovanie User ID<\/span><\/a>, tak sledujete spr\u00e1vanie <\/span>cookies <\/span><\/a>a nie re\u00e1lnych pou\u017e\u00edvate\u013eov, <\/span>\u010do m\u00f4\u017ee vies\u0165 k skreslen\u00fdm z\u00e1verom<\/b>.\u00a0<\/span><\/p>\n

Facebook Analytics<\/span><\/h2>\n

Kohorotov\u00fa anal\u00fdzu vo Facebook Analytics, n\u00e1jdete pod <\/span>Activity <\/span><\/i>> <\/span>Cohorts<\/span><\/i>, v ktor\u00fdch si viete zvoli\u0165 <\/span>ve\u013ekos\u0165 kohorty<\/b>, <\/span>\u010dasov\u00e9 obdobie <\/b>a <\/span>metriku<\/b>. K dispoz\u00edcii m\u00e1te <\/span>kumulat\u00edvne <\/b>a <\/span>reten\u010dn\u00e9 <\/b>metriky pre pou\u017e\u00edvate\u013eov (users) a hodnotu n\u00e1kupov (value).\u00a0<\/span><\/p>\n

Pri vytv\u00e1ran\u00ed preh\u013eadu si m\u00f4\u017eete definova\u0165 \u0161pecifick\u00e9 kohorty, ktor\u00e9 chcete analyzova\u0165. Je to podobn\u00e9, ako ke\u010f si v Google Analytics vytv\u00e1rate nov\u00fd segment. Nezabudnite si svoje kohorty pomenova\u0165 a ulo\u017ei\u0165, ak ich pl\u00e1nujete pou\u017e\u00edva\u0165 aj v bud\u00facnosti.\u00a0<\/span><\/p>\n

\"Facebook<\/a><\/p>\n

Orient\u00e1cia v kohort\u00e1ch je podobn\u00e1 ako v Google Analytics.<\/span><\/p>\n

\"Facebook<\/a><\/p>\n

V\u00fdhody<\/span><\/h3>\n

Facebook vyu\u017e\u00edva <\/span>people based data<\/span><\/i><\/a>, ktor\u00e9 v\u00e1m umo\u017e\u0148uj\u00fa analyzova\u0165 \u013eud\u00ed na rozdiel od cookies. Tie\u017e by mali zvl\u00e1dnu\u0165 probl\u00e9m oh\u013eadom <\/span>cross-device sledovania<\/b> a vo v\u0161eobecnosti by mali poskytova\u0165 presnej\u0161ie v\u00fdsledky. <\/span>
\n<\/span>
\n<\/span>\u010eal\u0161ou v\u00fdhodou je \u010dasov\u00e9 rozp\u00e4tie, ktor\u00e9 na Facebooku nie je obmedzen\u00e9. M\u00f4\u017eete tak analyzova\u0165 aj obdobie dlh\u0161ie ako 3 mesiace a sledova\u0165 tak spr\u00e1vanie z\u00e1kazn\u00edkov po\u010das cel\u00e9ho roka pr\u00edpadne aj dlh\u0161ie.\u00a0<\/span><\/p>\n

Ak si zoskupite d\u00e1ta z va\u0161ej facebookovej a webovej str\u00e1nky, m\u00f4\u017eete analyzova\u0165 aktivitu nielen na va\u0161ej webovej str\u00e1nke, ale aj na Facebooku alebo Instagrame. Takto m\u00f4\u017eete napr\u00edklad zisti\u0165 ko\u013eko z \u013eud\u00ed, ktor\u00ed zdie\u013eali v\u00e1\u0161 status, u v\u00e1s nesk\u00f4r aj nak\u00fapili.<\/span><\/p>\n

\"Facebook<\/a><\/p>\n

Nev\u00fdhody<\/span><\/h3>\n

Ak by ste si chceli medzi sebou porovna\u0165 2 segmenty, bolo by to v\u00fdrazne komplikovanej\u0161ie ako v Google Analytics. Facebook to s\u00edce umo\u017e\u0148uje, no m\u00e1te k dispoz\u00edci\u00ed <\/span>obmedzen\u00e9 mo\u017enosti<\/b> ako napr. <\/span>Device, Event Source, Channel <\/span><\/i>(<\/span>web, Android, iOS, messenger bot at\u010f.<\/span><\/i>). Pre zobrazenie t\u00fdchto mo\u017enost\u00ed je potrebn\u00e9 rozklikn\u00fa\u0165 pod \u2018<\/span>Show By:<\/span><\/i>\u2019 v preh\u013eade <\/span>Lifetime Value <\/span><\/i>alebo <\/span>Retention<\/span><\/i>. Bohu\u017eia\u013e, ak aj pou\u017eijete niektor\u00e9 z t\u00fdchto porovnan\u00ed, je ve\u013emi pravdepodobn\u00e9, \u017ee uvid\u00edte namiesto d\u00e1t iba hl\u00e1\u0161ku \u201cNot enough data\u201d. <\/span>
\n<\/span><\/p>\n

\"Facebook<\/a><\/p>\n

Porovnanie zlo\u017eitej\u0161\u00edch segmentov je komplikovan\u00e9<\/b>. Mus\u00edte si segment definova\u0165, zobrazi\u0165 jeho v\u00fdsledky, spravi\u0165 printscreen. N\u00e1sledne vytvori\u0165 nov\u00fd segment, ktor\u00fd chcete porovna\u0165, zobrazi\u0165 jeho v\u00fdsledky a spravi\u0165 printscreen. Porovnanie potom m\u00f4\u017ee prebieha\u0165 u\u017e iba v r\u00e1mci obr\u00e1zkov.\u00a0<\/span><\/p>\n

Alternat\u00edvou je exportova\u0165 si d\u00e1ta, vytvori\u0165 si v <\/span>Google Sheets<\/span><\/a> grafy a porovna\u0165 ich tam. Obe mo\u017enosti s\u00fa v porovan\u00ed s Google Analytics n\u00e1ro\u010dnej\u0161ie.<\/span><\/p>\n

Vyhodnocovanie marketingov\u00fdch kampan\u00ed z dlhodob\u00e9ho h\u013eadiska<\/span><\/h2>\n

Teraz u\u017e viete vyhodnoti\u0165 aj dlhodob\u00fd dopad kampan\u00ed. To v\u00e1m pom\u00f4\u017ee rozpozna\u0165 kampane, ktor\u00e9 prin\u00e1\u0161aj\u00fa vracaj\u00facich sa a nakupuj\u00facich z\u00e1kazn\u00edkov M\u00e1te teda mo\u017enos\u0165 pozera\u0165 sa na kampane lep\u0161ou optikou. Uk\u00e1\u017eeme si to na modelovej situ\u00e1ci\u00ed.\u00a0<\/span><\/p>\n

V auguste ste mali spusten\u00e9 kampane v Google Ads aj vo Facebook Ads. Ak by ste sa po skon\u010den\u00ed mesiaca (month 0) pozreli na to, ak\u00e1 bola v\u00fdnosnos\u0165 t\u00fdchto kampan\u00ed pod\u013ea metriky v\u00fdnosy na pou\u017e\u00edvate\u013ea (RPU), v\u00ed\u0165azom by sa stali kampane z <\/span>Google Ads.<\/b> Preto\u017ee RPU Google Ads bola v nultom (akvizi\u010dnom) mesiaci 0,42 \u20ac a Facebook Ads mal 0,38 \u20ac, \u010do je o 0,04 \u20ac menej.\u00a0<\/span><\/p>\n

\"Google<\/a><\/p>\n

Ak sa v\u0161ak pozriete na spr\u00e1vanie pou\u017e\u00edvate\u013eov aj po\u010das nasleduj\u00facich 3 mesiacov, uvid\u00edte, \u017ee pou\u017e\u00edvatelia z kampan\u00ed <\/span>Facebook Ads sa k v\u00e1m vracaj\u00fa a robia opakovan\u00e9 n\u00e1kupy<\/b>. Ke\u010f si spo\u010d\u00edtate celkov\u00fa hodnotu opakovan\u00fdch n\u00e1kupov zist\u00edte, \u017ee kampane Facebook Ads v\u00e1m priniesli hodnotnej\u0161\u00edch z\u00e1kazn\u00edkov. <\/span>Konkr\u00e9tne bola RPU pri Facebook Ads 1,21 \u20ac \u010do je v porovnan\u00ed z RPU Google Ads, ktor\u00e1 bola 0,68 \u20ac, o 0,53 \u20ac viac<\/b>.\u00a0<\/span><\/p>\n

\"Google<\/a><\/p>\n


\n<\/span>Toto bol jeden z pr\u00edkladov, ako viete vyu\u017e\u00edva\u0165 kohortov\u00fa anal\u00fdzu pri vyhodnocovan\u00ed marketigov\u00fdch kampan\u00ed. Tento poznatok m\u00f4\u017eete vyu\u017ei\u0165 pri <\/span>riaden\u00ed marketingov\u00fdch invest\u00edci\u00ed<\/b>. Napr\u00edklad m\u00f4\u017eete vlo\u017ei\u0165 viac financi\u00ed do kampan\u00ed na Facebooku, preto\u017ee viete, \u017ee <\/span>tieto kampane prin\u00e1\u0161aj\u00fa vernej\u0161\u00edch z\u00e1kazn\u00edkov<\/b>, ktor\u00ed u v\u00e1s bud\u00fa nakupova\u0165 opakovane.\u00a0<\/span><\/p>\n

\u010co \u010falej?<\/span><\/h2>\n

Ak v\u00e1m niekedy v hlave napadli ot\u00e1zky ako: <\/span>
\n<\/span><\/p>\n