{"id":14951,"date":"2019-12-27T09:56:36","date_gmt":"2019-12-27T07:56:36","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14951"},"modified":"2020-01-06T09:57:01","modified_gmt":"2020-01-06T07:57:01","slug":"analytics-news-december-2019","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-december-2019\/","title":{"rendered":"Decembrov\u00e9 chu\u0165ovky z analytiky &#8211; machine learning, cross device a magick\u00e9 tla\u010didlo"},"content":{"rendered":"<h2>Facebook predstavil 3 nov\u00e9 funkcie na efekt\u00edvnej\u0161ie reportovanie rekl\u00e1m<\/h2>\n<p>Vyhodnocovanie aktiv\u00edt u\u017e\u00edvate\u013ea naprie\u010d kan\u00e1lmi (multi channel) a zariadeniami (cross-device) je pre market\u00e9rov k\u013e\u00fa\u010dov\u00e9. Facebook si to uvedomuje a svoj <em>Analytics<\/em> pravidelne obohacuje o nov\u00e9 funkcie. V uplynul\u00fdch t\u00fd\u017ed\u0148och to boli tieto tri:<\/p>\n<ol>\n<li><strong>Reportovanie naprie\u010d \u00fa\u010dtami<\/strong><br \/>\nTento nov\u00fd preh\u013ead umo\u017en\u00ed inzerentom porovna\u0165 jednotliv\u00e9 <a href=\"https:\/\/www.dase-analytics.com\/blog\/vyraz\/metrika-metric\/\">metriky<\/a> naprie\u010d viacer\u00fdmi \u00fa\u010dtami na jednom mieste. Porovna\u0165 dosah, po\u010det impresi\u00ed \u010di <a href=\"https:\/\/www.dase-analytics.com\/blog\/vyraz\/konverzia-conversion\/\">konverzi\u00ed<\/a> tak m\u00f4\u017eete bez pracn\u00e9ho vytv\u00e1rania vlastn\u00fdch reportov.<\/li>\n<li><strong>Vlastn\u00e9 metriky<\/strong><br \/>\nOdteraz si m\u00f4\u017eu u\u017e\u00edvatelia vytv\u00e1ra\u0165 vlastn\u00e9 metriky, podobne ako to pozn\u00e1me v Google Analytics. Vlastn\u00e9 metriky si vytvor\u00edte raz a m\u00f4\u017eete ich pou\u017e\u00edva\u0165 naprie\u010d reportami.<\/li>\n<li><strong>Reportovanie konverzn\u00fdch ciest<\/strong><br \/>\nSledova\u0165 interakcie u\u017e\u00edvate\u013ea pred uskuto\u010dnen\u00edm konverzie je vo Facebook Analytics\u00a0mo\u017en\u00e9 u\u017e nejak\u00fd ten mesiac. Teraz v\u0161ak Facebook zav\u00e1dza aj preh\u013eady konverzn\u00fdch ciest, pomocou ktor\u00fdch m\u00f4\u017eete ve\u013emi \u013eahko identifikova\u0165 najefekt\u00edvnej\u0161ie konverzn\u00e9 cesty pre v\u00e1\u0161 biznis.<\/li>\n<\/ol>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-14972\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/facebook-analytics-accounts-report.png\" alt=\"Facebook Analytics Account Report\" width=\"1000\" height=\"625\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/facebook-analytics-accounts-report.png 1000w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/facebook-analytics-accounts-report-300x188.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/facebook-analytics-accounts-report-600x375.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: right;\"><em>Viac na: <a href=\"https:\/\/www.searchenginejournal.com\/facebook-introduces-3-new-ad-reporting-tools\/339369\/\">SEJ<\/a><\/em><\/p>\n<h2>Machine learning vylep\u0161enia v Google Analytics App + Web v\u00e1m u\u0161etria \u010das aj peniaze<\/h2>\n<p>Pozn\u00e1te to. Urob\u00edte zmeny na e-shope, alebo nasad\u00edte nov\u00e9 trackovanie cez <a href=\"https:\/\/www.dase-analytics.com\/blog\/vyraz\/google-tag-manager\/\">GTM<\/a> a o nieko\u013eko dn\u00ed (nebodaj t\u00fd\u017ed\u0148ov) si v d\u00e1tach v\u0161imnete zdanlivo nes\u00favisiacu anom\u00e1liu. V\u010faka nov\u00fdm <strong>automatick\u00fdm upozorneniam<\/strong> v App + Web sa o chyb\u00e1ch v d\u00e1tach dozviete sk\u00f4r ako kedyko\u013evek predt\u00fdm. Nastavi\u0165 si v\u0161ak m\u00f4\u017eete <strong>aj vlastn\u00e9 upozornenia<\/strong> a Google Analytics v\u00e1s upozorn\u00ed hne\u010f ako dan\u00e1 metrika dosiahne prahov\u00fa hodnotu.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-14959\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-insights.jpeg\" alt=\"Google analytics App + Web, automated and custom insights\" width=\"1024\" height=\"603\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-insights.jpeg 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-insights-300x177.jpeg 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-insights-600x353.jpeg 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Google v\u0161ak nezah\u00e1\u013ea a svoj <em>nov\u00fd\u00a0<\/em>Analytics pumpuje funkciami v \u0161ialenom tempe. <strong>Najnov\u0161ie pribudli do App + Web aj:<\/strong><\/p>\n<ul>\n<li>Mo\u017enos\u0165 agreg\u00e1cie d\u00e1t a\u017e z 50 r\u00f4znych webov, appiek a webov\u00fdch aplik\u00e1ci\u00ed<\/li>\n<li>Cohortova anal\u00fdza<\/li>\n<li>User Lifetime &#8211; mo\u017enos\u0165 sledova\u0165 aktivity u\u017e\u00edvate\u013eov rozdelen\u00fdch do vlastn\u00fdch dimenzi\u00ed<\/li>\n<li>R\u00fdchlej\u0161\u00ed pr\u00edstup k d\u00e1tam cez fulltextov\u00e9 vyh\u013ead\u00e1vacie pole (zatia\u013e len v angli\u010dtine)<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-14961 aligncenter\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-fulltext.jpeg\" alt=\"Google Analytics App + Web, fulltext search\" width=\"550\" height=\"415\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-fulltext.jpeg 680w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-fulltext-300x226.jpeg 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/GA-app-web-fulltext-600x453.jpeg 600w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p style=\"text-align: right;\"><em>Viac na: <a href=\"https:\/\/www.blog.google\/products\/marketingplatform\/analytics\/whats-new-in-app-web-properties\">Google Blog<\/a><\/em><\/p>\n<h2>Magick\u00e9 tla\u010didlo v Google Optimize<\/h2>\n<p>Na Google Marketing Platform Partner Summit v San Franciscu predstavil Google <strong>nov\u00e9 reportovacie rozhranie<\/strong> v n\u00e1stroji <a href=\"https:\/\/www.dase-analytics.com\/blog\/vyraz\/google-optimize\/\">Google Optimize<\/a>. Do nov\u00e9ho reportu sa dostanete prostredn\u00edctvom tla\u010didla &#8222;Try updated reporting&#8220; v pravom dolnom rohu Google Optimize rozhrania.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-14964 aligncenter\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-try-updated-reporting.png\" alt=\"Google Optimize - try updated reporting\" width=\"222\" height=\"63\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-try-updated-reporting.png 558w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-try-updated-reporting-300x85.png 300w\" sizes=\"(max-width: 222px) 100vw, 222px\" \/><\/p>\n<p>Pre\u010do o tom v\u00f4bec hovor\u00edme? Vyhodnoti\u0165 A\/B testy nie je v\u00f4bec jednoduch\u00e9, ako by sa na prv\u00fd poh\u013ead mohlo zda\u0165. Aj ke\u010f bude jedna verzia dosahova\u0165 lep\u0161ie v\u00fdsledky, rozdiel v kone\u010dnom d\u00f4sledku v\u00f4bec nemus\u00ed by\u0165 signifikantn\u00fd. Google v novom reporte rozdelil d\u00e1ta z Google Analytics a Google Optimize pre lep\u0161iu preh\u013eadnos\u0165 a pridal slovn\u00e9 vyhodnotenie testu. U\u017e\u00edvatelia v\u010faka tomu m\u00f4\u017eu vyvodi\u0165 spr\u00e1vne z\u00e1very aj bez hlb\u0161\u00edch znalost\u00ed \u0161tatistiky.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-14966\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-report-new.png\" alt=\"New Google Optimize report\" width=\"800\" height=\"164\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-report-new.png 800w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-report-new-300x62.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/google-optimize-report-new-600x123.png 600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p style=\"text-align: right;\"><em>Viac na: <a href=\"https:\/\/support.google.com\/optimize\/answer\/9637102\">Google Support<\/a><\/em><\/p>\n<h2>M\u00e1 v\u00f4bec web pre miestnu firmu zmysel? Pozrime sa na d\u00e1ta<\/h2>\n<p>Aj ke\u010f dnes ecommerce rastie brut\u00e1lnym tempom, st\u00e1le je okolo n\u00e1s mno\u017estvo lok\u00e1lnych firiem s kamennou prev\u00e1dzkou. Oplat\u00ed sa v\u00f4bec miestnym firm\u00e1m investova\u0165 do vlastn\u00e9ho webu?<\/p>\n<p>Spolo\u010dnos\u0165 <a href=\"https:\/\/www.brightlocal.com\/research\/google-analytics-for-local-businesses-study\/\">BrightLocal publikovala \u0161t\u00fadiu<\/a>, kde analyzovala anonymizovan\u00e9 d\u00e1ta 11.000 webov\u00fdch str\u00e1nok z cel\u00e9ho sveta. \u00c1no, s\u00fa to presne tie d\u00e1ta, ktor\u00e9 zdie\u013eate so svetom, ke\u010f povol\u00edte v nastaveniach Google Analytics &#8222;benchmarking&#8220;. A \u010do zistili?<\/p>\n<ul>\n<li>priemern\u00e1 n\u00e1v\u0161tevnos\u0165 webov lok\u00e1lnych firiem je 1099 n\u00e1v\u0161tev mesa\u010dne<\/li>\n<li>a\u017e 54 % webov nem\u00e1 nastaven\u00e9 \u017eiadne ciele v Google Analytics<\/li>\n<li>priemern\u00e1 d\u013a\u017eka n\u00e1v\u0161tevy je 1 min\u00fata a 36 sek\u00fand<\/li>\n<li>po\u010det str\u00e1nok na n\u00e1v\u0161tevu je 2,17 a v pr\u00edpade n\u00e1v\u0161tev z mobilov 1,88<\/li>\n<li>a\u017e polovica n\u00e1v\u0161tevnosti poch\u00e1dza z organiky, 37 % priamo<\/li>\n<li>priemern\u00fd bounce rate je 60,23 %<\/li>\n<li>najvy\u0161\u0161\u00ed bounce rate maj\u00fa weby marketingov\u00fdch agent\u00far \ud83d\ude42<\/li>\n<li>ma\u0165 web (alebo aspo\u0148 Google My Business z\u00e1znam) je d\u00f4le\u017eit\u00e9 najm\u00e4 pre predajcov \u00e1ut, ubytovacie zariadenia a re\u0161taur\u00e1cie<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-14970\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/local-business-unique-users.png\" alt=\"Local business unique users\" width=\"1024\" height=\"615\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/local-business-unique-users.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/local-business-unique-users-300x180.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/local-business-unique-users-600x360.png 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: right;\"><em>Viac na: <a href=\"https:\/\/www.brightlocal.com\/research\/google-analytics-for-local-businesses-study\/\">BrightLocal<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Facebook predstavil 3 nov\u00e9 funkcie na efekt\u00edvnej\u0161ie reportovanie rekl\u00e1m Vyhodnocovanie aktiv\u00edt u\u017e\u00edvate\u013ea naprie\u010d kan\u00e1lmi (multi channel) a zariadeniami&#8230;<\/p>\n","protected":false},"author":70,"featured_media":14983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[669],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14951"}],"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\/70"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=14951"}],"version-history":[{"count":16,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14951\/revisions"}],"predecessor-version":[{"id":14976,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14951\/revisions\/14976"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14983"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}