{"id":20008,"date":"2026-02-10T11:07:55","date_gmt":"2026-02-10T09:07:55","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=20008\/"},"modified":"2026-02-10T14:04:55","modified_gmt":"2026-02-10T12:04:55","slug":"case-study-ako-sme-zefektivnili-gtm-medzinarodnej-personalnej-agentury","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-ako-sme-zefektivnili-gtm-medzinarodnej-personalnej-agentury\/","title":{"rendered":"Case-study: Ako sme zefekt\u00edvnili GTM medzin\u00e1rodnej person\u00e1lnej agent\u00fary"},"content":{"rendered":"

Predstavte si situ\u00e1ciu, kde ka\u017ed\u00fd nov\u00fd web znamen\u00e1 pre v\u00e1\u0161 analytick\u00fd t\u00edm nov\u00fa porciu chaosu<\/strong>. Ka\u017ed\u00fd nov\u00fd tag a custom meranie prid\u00e1 \u010fal\u0161iu z\u00e1\u0165a\u017e a\u00a0 GTM sa za\u010d\u00edna spr\u00e1va\u0165 ako \u201e\u010dierna skrinka\u201c, weby sa spoma\u013euj\u00fa a d\u00e1ta prest\u00e1vaj\u00fa by\u0165 porovnate\u013en\u00e9 medzi sebami. Marketingov\u00e9 rozhodnutia sa tak st\u00e1vaj\u00fa pomal\u00fdmi a nepresn\u00fdmi.<\/p>\n

Presne tak\u00fa v\u00fdzvu rie\u0161ila jedna medzin\u00e1rodn\u00e1 person\u00e1lna agent\u00fara<\/strong>, ktor\u00e1 prev\u00e1dzkuje desiatky webov v r\u00f4znych krajin\u00e1ch a potrebovala ma\u0165 svoje d\u00e1ta \u010dist\u00e9, \u0161k\u00e1lovate\u013en\u00e9 a \u013eahko spravovate\u013en\u00e9<\/strong>.<\/p>\n

➡️ Na\u0161\u00edm cie\u013eom nebolo iba doplni\u0165 p\u00e1r tagov, ale \u00faplne prebudova\u0165 merac\u00ed syst\u00e9m tak, aby bol robustn\u00fd, r\u00fdchly a \u0161k\u00e1lovate\u013en\u00fd do bud\u00facnosti<\/strong>.<\/p>\n

Navrhli sme nov\u00fd, modul\u00e1rny GTM framework<\/strong>, kde ka\u017ed\u00fd web m\u00e1 svoj vlastn\u00fd kontajner, ale v\u0161etky zdie\u013eaj\u00fa jednotn\u00fa logiku a naming konvencie.<\/p>\n

V\u010faka tomu sme dosiahli:<\/h4>\n

📈 \u010distej\u0161ie a porovnate\u013en\u00e9 d\u00e1ta naprie\u010d zna\u010dkami<\/strong><\/p>\n

⚡ v\u00fdrazne r\u00fdchlej\u0161ie na\u010d\u00edtanie GTM skriptu<\/strong><\/p>\n

🔁 ove\u013ea r\u00fdchlej\u0161iu implement\u00e1ciu merania, \u010d\u00edm klient u\u0161etril DESIATKY hod\u00edn<\/strong><\/p>\n

🧠 jednoduch\u0161iu spr\u00e1vu pre marketingov\u00e9 t\u00edmy aj v\u00fdvoj\u00e1rov<\/strong><\/p>\n

Toto nie je len optimaliz\u00e1cia, toto je\u00a0rie\u0161enie, ktor\u00e9 prin\u00e1\u0161a marketingov\u00fdm a analytick\u00fdm t\u00edmom kontrolu, r\u00fdchlos\u0165 a spo\u013eahliv\u00e9 d\u00e1ta pre rozhodovanie<\/strong>.<\/p>\n

Probl\u00e9m, s ktor\u00fdm n\u00e1s klient oslovil<\/b><\/h2>\n

Klient pou\u017e\u00edval <\/span>iba jeden kontajner pre v\u0161etky zna\u010dky (vy\u0161e 20 str\u00e1nok v jednom GTM).<\/b> T\u00e1to kon\u0161trukcia GTM kontajnera bola ide\u00e1lna na za\u010diatku, ke\u010f mala agent\u00fara iba p\u00e1r webov s takmer identick\u00fdm obsahom str\u00e1nok.<\/span><\/p>\n

S roz\u0161irovan\u00edm zna\u010dky a rastom firmy pri\u0161lo ove\u013ea viac str\u00e1nok, ktor\u00e9 za\u010dali by\u0165 tie\u017e zakomponovan\u00e9 v\u00a0 tom istom GTM kontajneri.<\/span><\/p>\n

Postupne prib\u00fadali aj <\/span>\u0161peci\u00e1lne po\u017eiadavky pre konkr\u00e9tne str\u00e1nky<\/b> (napr. \u0161peci\u00e1lne meranie pre jednu str\u00e1nku, t.z. \u017ee musel by\u0165 vytvoren\u00fd \u0161peci\u00e1lny tag s triggerom, ktor\u00fd musel vyl\u00fa\u010di\u0165 sp\u00fa\u0161\u0165anie na in\u00fdch str\u00e1nkach a podobne).<\/span><\/p>\n

\"DASE<\/a><\/h3>\n
*star\u00e1 implement\u00e1cia – predt\u00fdm – jeden ve\u013ek\u00fd GTM kontajner so v\u0161etk\u00fdmi custom po\u017eiadavkami pre ka\u017ed\u00fd jeden web<\/h5>\n

To sp\u00f4sobovalo efekt snehovej gule, preto\u017ee \u010d\u00edm viac tagov a elementov v GTM, t\u00fdm viac sa predl\u017eovalo na\u010d\u00edtanie str\u00e1nky.<\/span><\/p>\n

Star\u00e1 kon\u0161trukcia sa stala pr\u00edli\u0161 komplexn\u00e1 a n\u00e1ro\u010dn\u00e1 na udr\u017eiavanie, \u010do si v\u0161ak klient neuvedomoval. Jeho prvotn\u00e1 po\u017eiadavka bola doplnenie \u010fal\u0161\u00edch meran\u00ed do aktu\u00e1lne nastaven\u00e9ho GTM kontajnera.<\/b><\/p>\n

Ke\u010f\u017ee sa na probl\u00e9my klienta pozer\u00e1me komplexnej\u0161ie, uvedomovali sme si, \u017ee je nutn\u00e1 v\u00e4\u010d\u0161ia zmena. Pred prv\u00fdm stretnut\u00edm sme sa <\/span>d\u00f4kladne pripravili a zistili si \u010do najviac inform\u00e1ci\u00ed<\/b>, aby sme spr\u00e1vne pochopili jeho biznisov\u00fd kontext a \u010do s\u00fa najv\u00e4\u010d\u0161ie v\u00fdzvy v danej oblasti.<\/span><\/p>\n

Ako prebiehala komunik\u00e1cia s klientom<\/b><\/h2>\n

U\u017e z prvotnej komunik\u00e1cie sme videli, \u017ee re\u00e1lna ot\u00e1zka je in\u00e1, a probl\u00e9m, ktor\u00fd chce vyrie\u0161i\u0165, m\u00e1 v\u00e4\u010d\u0161iu h\u013abku.<\/span><\/p>\n

V\u017edy sa sna\u017e\u00edme o to, aby sme pochopili, \u010do klient potrebuje, aj ke\u010f to s\u00e1m\u00a0 nevie. \u010castokr\u00e1t je to sp\u00f4soben\u00e9 komplexnos\u0165ou probl\u00e9mu a na\u0161eho odvetvia, aj ke\u010f na prv\u00fd poh\u013ead to tak nemus\u00ed vyzera\u0165.\u00a0<\/span><\/p>\n

Na to, aby sme sa mohli dosta\u0165 ku podstate, sme sa potrebovali<\/span> p\u00fdta\u0165 spr\u00e1vne ot\u00e1zky<\/b> a <\/span>nenecha\u0165 sa odbi\u0165<\/b> pr\u00edli\u0161 v\u0161eobecn\u00fdmi alebo zamietav\u00fdmi odpove\u010fami.\u00a0<\/span><\/p>\n

Pr\u00edklady ot\u00e1zok, ktor\u00e9 n\u00e1m pom\u00e1haj\u00fa:<\/span><\/p>\n