{"id":2159,"date":"2014-05-21T15:40:57","date_gmt":"2014-05-21T11:40:57","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=2159"},"modified":"2014-10-30T00:33:53","modified_gmt":"2014-10-29T22:33:53","slug":"measurecamp","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/measurecamp\/","title":{"rendered":"\u010cesk\u00e1 v\u00fdprava na&nbsp;MeasureCamp IV."},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Koncem b\u0159ezna se v&nbsp;Lond\u00fdn\u011b konal \u010dtvrt\u00fd b\u011bh analytick\u00e9 nekonference MeasureCamp. Prvn\u00ed s&nbsp;\u010deskou \u00fa\u010dast\u00ed.<\/p>\n<p>Jak dobr\u00e1 m\u016f\u017ee b\u00fdt akce, na&nbsp;kterou je vstup zdarma? Nesto\u010d\u00ed se z\u00e1konit\u011b k&nbsp;prom\u016fm sponzor\u016f? <strong>Je v\u016fbec mo\u017en\u00e9, aby byla kvalitn\u00ed?<\/strong> A&nbsp;jak\u00e1 bude after-party?<\/p>\n<p><!--more--><\/p>\n<p>Spole\u010dn\u011b s&nbsp;<a href=\"https:\/\/twitter.com\/Faborsky\">Jind\u0159ichem F\u00e1borsk\u00fdm<\/a>, <a href=\"https:\/\/twitter.com\/paveljasek\">Pavlem Ja\u0161kem<\/a>, <a href=\"https:\/\/twitter.com\/petrhavlik\">Petrem Havl\u00edkem<\/a>, <a href=\"https:\/\/twitter.com\/parezem\">Michalem Pa\u0159\u00edzkem<\/a> a&nbsp;<a href=\"https:\/\/www.linkedin.com\/pub\/jaroslav-vojna\/1b\/396\/39b\">Jardou Vojnou<\/a> jsme se to vydali zjistit.<\/p>\n<div id=\"attachment_2190\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/05\/measurecamp.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2190\" class=\"size-medium wp-image-2190\" src=\"\/blog\/wp-content\/uploads\/2014\/05\/measurecamp-300x202.png\" alt width=\"300\" height=\"202\"><\/a><p id=\"caption-attachment-2190\" class=\"wp-caption-text\">MeasureCamp<\/p><\/div>\n<p>Program za\u010d\u00ednal u\u017e v&nbsp;p\u00e1tek p\u016fldenn\u00edmi workshopy na&nbsp;v\u011bt\u0161inou <strong>pokro\u010dil\u00e9 aspekty webov\u00e9 analytiky<\/strong>. K&nbsp;nim jen kr\u00e1tce - byly placen\u00e9, ale jejich cena byla sp\u00ed\u0161e symbolick\u00e1 (95 liber za dv\u011b p\u016fldenn\u00ed \u0161kolen\u00ed). Byl jsem na&nbsp;Data Mining\/Predictive Analytics a&nbsp;Objectives &amp;&nbsp;KPIs a&nbsp;zejm\u00e9na to statistick\u00e9 modelov\u00e1n\u00ed bylo v\u00fdborn\u011b podan\u00e9.<\/p>\n<h1>Jak funguje MeasureCamp<\/h1>\n<p>Druh\u00fd den za\u010dala samotn\u00e1 nekonference. Po neform\u00e1ln\u00edm zah\u00e1jen\u00ed se horda nad\u0161en\u00fdch analytik\u016f vy\u0159\u00edt\u00ed ze s\u00e1lu k&nbsp;b\u00e1jn\u00e9 b\u00edl\u00e9 tabuli, kde se sna\u017e\u00ed \u201eurvat m\u00edsto\u201c pro sv\u00e9 t\u00e9ma. Nej\u010dast\u011bj\u0161\u00ed jsou p\u0159edn\u00e1\u0161ky, ale najdou se i&nbsp;t\u00e9mata s&nbsp;otev\u0159enou diskuz\u00ed, \u010di mini workshopy. Na&nbsp;rozd\u00edl od&nbsp;na\u0161ich barcamp\u016f <strong>nikdo nem\u00e1 p\u0159edem zaru\u010den\u00e9 m\u00edsto<\/strong> a&nbsp;z\u00e1le\u017e\u00ed jen na&nbsp;tom, jestli se mu poda\u0159\u00ed vybojovat n\u011bjak\u00fd spot u&nbsp;tabule. To p\u0159id\u00e1v\u00e1 na&nbsp;punkov\u00e9m n\u00e1dechu a&nbsp;m\u011blo by to podpo\u0159it i&nbsp;nep\u0159ipraven\u00e9 k&nbsp;vybr\u00e1n\u00ed t\u00e9matu, v\u011bt\u0161inu t\u00e9mat si ale \u0159e\u010dn\u00edci u\u017e dop\u0159edu p\u0159ipravuj\u00ed.<\/p>\n<p>\u010cas na&nbsp;jedno t\u00e9ma je striktn\u011b 30 minut s&nbsp;p\u011btiminutov\u00fdmi p\u0159est\u00e1vkami na&nbsp;p\u0159esun. Organizaci byla perfektn\u011b zvl\u00e1dnut\u00e1, a&nbsp;tak se nest\u00e1valo, \u017ee&nbsp;by se n\u011bkde p\u0159ekra\u010doval dan\u00fd limit. Kdy\u017e cht\u011bl \u010dlov\u011bk v&nbsp;t\u00e9matu d\u00e1l pokra\u010dovat, mohl si \u0159e\u010dn\u00edka odchytit hned pot\u00e9, p\u0159\u00edpadn\u011b na&nbsp;after-party.<\/p>\n<div id=\"attachment_2152\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/05\/Session-Board.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2152\" class=\"size-medium wp-image-2152 \" src=\"\/blog\/wp-content\/uploads\/2014\/05\/Session-Board-300x225.jpg\" alt width=\"300\" height=\"225\"><\/a><p id=\"caption-attachment-2152\" class=\"wp-caption-text\">Session board z&nbsp;lo\u0148sk\u00e9ho roku - MeasureCamp<\/p><\/div>\n<p>Bylo t\u011b\u017ek\u00e9 si v&nbsp;takov\u00e9 z\u00e1plav\u011b t\u00e9mat p\u0159edn\u00e1\u0161ek vybrat - v&nbsp;jeden \u010das jich toti\u017e &nbsp;bylo vyps\u00e1no a\u017e 9, tomu pom\u00e1h\u00e1 \u201e<strong>Pravidlo dvou nohou<\/strong>\u201c - pokud pro v\u00e1s nen\u00ed p\u0159edn\u00e1\u0161ka p\u0159\u00ednosn\u00e1, nebo se jen nel\u00edb\u00ed, m\u016f\u017eete se p\u0159esunout jinam a&nbsp;nen\u00ed to pova\u017eov\u00e1no za neslu\u0161n\u00e9.<\/p>\n<p>A na&nbsp;\u010dem jsem nakonec byl?<\/p>\n<h2>Retail \u201ehacks\u201c for Universal Analytics<\/h2>\n<iframe loading=\"lazy\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/32882978\" width=\"803\" height=\"642\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><br><br>\n<p>V\u0161echny t\u0159i \u201ehacky\u201c jsou zalo\u017eeny&nbsp;<a href=\"https:\/\/support.google.com\/analytics\/answer\/2709828?hl=cs&amp;ref_topic=2709827\">na vlastn\u00edch dimenz\u00edch<\/a>, p\u0159\u00edpadn\u011b&nbsp;<a href=\"https:\/\/support.google.com\/analytics\/answer\/3191417?hl=cs\">roz\u0161\u00ed\u0159en\u00ed dimenz\u00ed<\/a>.<\/p>\n<h3>Sledov\u00e1n\u00ed lokace<\/h3>\n<p>Lars \u0159e\u0161il probl\u00e9m se s\u00edt\u00ed offline obchod\u016f, u&nbsp;kter\u00e9 pot\u0159eboval zjistit, jak se chovaj\u00ed n\u00e1v\u0161t\u011bvn\u00edci na&nbsp;str\u00e1nk\u00e1ch v&nbsp;z\u00e1vislosti na&nbsp;vzd\u00e1lenosti od&nbsp;fyzick\u00e9 lokace obchodu. Jestli je zaj\u00edmaj\u00ed jin\u00e9 v\u011bci a&nbsp;jak to m\u016f\u017ee d\u00e1le vyu\u017e\u00edt nap\u0159. u&nbsp;zm\u011bny reklamn\u00edch sd\u011blen\u00ed + p\u0159im\u011bt z\u00e1kazn\u00edky, aby cestovali do&nbsp;obchodu z&nbsp;v\u011bt\u0161\u00edch d\u00e1lek. Cht\u011bl elegantn\u011bj\u0161\u00ed \u0159e\u0161en\u00ed ne\u017e demografick\u00fd p\u0159ehled v&nbsp;Google Analytics, c\u00edlem byl p\u0159ehled s&nbsp;\u00fadajem o&nbsp;<strong>vzd\u00e1lenosti z\u00e1kazn\u00edka od&nbsp;polohy nejbli\u017e\u0161\u00edho obchodu<\/strong>.<\/p>\n<p>K z\u00edsk\u00e1v\u00e1n\u00ed lokaliza\u010dn\u00edch dat pou\u017e\u00edval&nbsp;<a href=\"https:\/\/www.maxmind.com\/en\/city_accuracy\">MaxMind, kter\u00fd ov\u0161em v&nbsp;\u010cR nen\u00ed nijak oslniv\u011b p\u0159esn\u00fd<\/a>.<\/p>\n<p>Nejt\u011b\u017e\u0161\u00ed je pot\u00e9 vyhodnocov\u00e1n\u00ed a&nbsp;dal\u0161\u00ed pr\u00e1ce s&nbsp;t\u011bmito daty. Jeliko\u017e to byla sp\u00ed\u0161e technicky zam\u011b\u0159en\u00e1 p\u0159edn\u00e1\u0161ka, tak je to pochopiteln\u00e9, \u017ee&nbsp;u\u017e se t\u00edm tolik nezab\u00fdval.<\/p>\n<h3>Offline n\u00e1v\u0161t\u011bvy &amp;&nbsp;Universal Analytics<\/h3>\n<p>Pro stejn\u00e9ho klienta cht\u011bl zm\u011b\u0159it offline data o&nbsp;po\u010dtech z\u00e1kazn\u00edk\u016f a&nbsp;propojit je s&nbsp;daty z&nbsp;webu. Pot\u0159eboval ur\u010dit, jestli a&nbsp;s&nbsp;jak\u00fdm zpo\u017ed\u011bn\u00edm maj\u00ed jejich marketingov\u00e9 aktivity vliv na&nbsp;fyzick\u00e9 n\u00e1v\u0161t\u011bvy. Klient bohu\u017eel nem\u011bl hardware, kter\u00fdm by byl schopn\u00fd pos\u00edlat tato data online - k&nbsp;dispozici m\u011bl pouze denn\u00ed sou\u010dty.<\/p>\n<p>Roz\u0161\u00ed\u0159en\u00ed dimenz\u00ed je&nbsp;<a href=\"https:\/\/cutroni.com\/blog\/2013\/10\/30\/dimension-widening-import-data-directly-into-google-analytics\/\">\u00fa\u017easn\u00e1 v\u011bc, kter\u00e1 umo\u017e\u0148uje dal\u0161\u00ed personalizaci<\/a>&nbsp;Google Analytics. Bohu\u017eel do&nbsp;nich ale nejde pos\u00edlat data samotn\u00e1, je pot\u0159eba je nav\u00e1zat na&nbsp;n\u011bjakou ji\u017e existuj\u00edc\u00ed dimenzi. Vy\u0159e\u0161ili to p\u0159es automatick\u00e9 spou\u0161t\u011bn\u00ed nov\u00e9ho zobrazen\u00ed str\u00e1nky s&nbsp;vlastn\u00ed dimenz\u00ed ve&nbsp;form\u00e1tu data. Na&nbsp;konci ka\u017ed\u00e9ho t\u00fddne propoj\u00ed data n\u00e1v\u0161t\u011bvnost\u00ed pobo\u010dek s&nbsp;t\u011bmito virtu\u00e1ln\u00edmi zobrazen\u00edmi str\u00e1nek.<\/p>\n<p>M\u00edt v\u0161echna data v&nbsp;Google Analytics vypad\u00e1 sexy, ale Lars se chyt\u0159e pt\u00e1, zda by nakonec nebylo <strong>rozumn\u011bj\u0161\u00ed propojen\u00ed ud\u011blat v&nbsp;Excelu, nebo jin\u00e9m n\u00e1stroji mimo GA<\/strong>.<\/p>\n<h3>P\u0159edpov\u011b\u010f po\u010das\u00ed<\/h3>\n<p>Z\u00e1kladn\u00ed inspirace je ze&nbsp;<a href=\"http:\/\/www.simoahava.com\/web-development\/universal-analytics-weather-custom-dimension\/\">Simova \u010dl\u00e1nku<\/a>. Pro klienta, kter\u00fd prod\u00e1v\u00e1 zahradnick\u00e9 pot\u0159eby ale pot\u0159ebovali nejen data o&nbsp;aktu\u00e1ln\u00edm po\u010das\u00ed, ale zejm\u00e9na o&nbsp;tom, jak\u00e1 je p\u0159edpov\u011b\u010f na&nbsp;v\u00edkend. Pro z\u00edsk\u00e1v\u00e1n\u00ed dat pou\u017e\u00edv\u00e1 op\u011bt&nbsp;<a href=\"https:\/\/www.maxmind.com\/en\/home\">MaxMind<\/a> a&nbsp;<a href=\"http:\/\/openweathermap.org\/\">OpenWeatherMap<\/a>.<\/p>\n<p>Celkov\u011b velice praktick\u00e1 a&nbsp;p\u0159\u00ednosn\u00e1 p\u0159edn\u00e1\u0161ka.<\/p>\n<h2>Personas &amp;&nbsp;web analytics<\/h2>\n<p>Nejednalo se o&nbsp;p\u0159edn\u00e1\u0161ku, ale otev\u0159enou diskuzi. Bylo velice zaj\u00edmav\u00e9 zji\u0161\u0165ovat probl\u00e9my, se kter\u00fdmi se pot\u00fdkaj\u00ed zku\u0161en\u011bj\u0161\u00ed analytici.<\/p>\n<p>P\u0159i\u0161lo mi, \u017ee&nbsp;velk\u00e1 \u010d\u00e1st analytik\u016f o\u010dek\u00e1v\u00e1 od&nbsp;pers\u00f3n v\u00fdrazn\u011b v\u00edc ne\u017e j\u00e1 a&nbsp;<strong>p\u0159istupuje k&nbsp;nim daleko techni\u010dt\u011bji<\/strong>. Nap\u0159\u00edklad analytik z&nbsp;Volkswagenu si st\u011b\u017eoval, \u017ee&nbsp;pers\u00f3ny museli zru\u0161it, kdy\u017e se jimi nepoda\u0159ilo pokr\u00fdt v\u00edc ne\u017e 70&nbsp;% n\u00e1v\u0161t\u011bvn\u00edk\u016f. Dal\u0161\u00ed se pod\u011blil o&nbsp;svou zku\u0161enost, kdy po ne\u00fasp\u011bchu pers\u00f3n, kter\u00e9 byly vypracov\u00e1ny v&nbsp;odd\u011blen\u00ed marketingu, vypracoval vlastn\u00ed. Poda\u0159ilo se mu dos\u00e1hnout \u00fa\u017easn\u00e9ho rozd\u011blen\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f. T\u00edm, \u017ee&nbsp;je v\u0161ak segmentovat \u010dist\u011b podle abstraktn\u00edch vzorc\u016f chov\u00e1n\u00ed na&nbsp;str\u00e1nk\u00e1ch, nezjistil, kdo se za pers\u00f3nou skr\u00fdv\u00e1, jak\u00fdm zp\u016fsobem p\u0159edat srozumiteln\u011b toto rozd\u011blen\u00ed d\u00e1l a&nbsp;jak s&nbsp;n\u00edm v\u016fbec pracovat. Pr\u00e1ce bohu\u017eel p\u0159i\u0161la vnive\u010d. T\u00e9m\u011b\u0159 v\u0161ichni se shodli, \u017ee&nbsp;<strong>vytv\u00e1\u0159en\u00ed a&nbsp;dal\u0161\u00ed implementace pers\u00f3n je velice slo\u017eit\u00e1 z\u00e1le\u017eitost, kter\u00e1 \u010dasto nevyjde<\/strong>.<\/p>\n<p>P\u0159esto m\u00e1m<strong> spoustu podn\u011bt\u016f<\/strong>, jak k&nbsp;propojen\u00ed pers\u00f3n s&nbsp;webovou analytikou p\u0159istupovat:<\/p>\n<ul>\n<li>za\u010d\u00edt vytv\u00e1\u0159en\u00ed pers\u00f3n je dobr\u00e9 <strong>pomoc\u00ed rozhovor\u016f<\/strong> se sou\u010dasn\u00fdmi z\u00e1kazn\u00edky;<\/li>\n<li><strong>nepot\u0159ebujeme v\u0161echny pers\u00f3ny<\/strong> pokud je jedna v\u00fdrazn\u011b nejv\u011bt\u0161\u00ed;<\/li>\n<li>nemus\u00edme m\u00edt 100% vytvo\u0159en\u00e9 pers\u00f3ny p\u0159ed vytv\u00e1\u0159en\u00edm obsahu - m\u016f\u017eeme vytvo\u0159it obsah <strong>zam\u011b\u0159en\u00fd na&nbsp;konkr\u00e9tn\u00ed pers\u00f3ny, a&nbsp;pak testovat<\/strong>, jak s&nbsp;n\u00edm n\u00e1v\u0161t\u011bvn\u00edci pracuj\u00ed, a&nbsp;jestli n\u00e1m pom\u00e1h\u00e1 ke&nbsp;zv\u00fd\u0161en\u00fdm konverz\u00edm (mus\u00edme si ov\u011b\u0159it, jestli je chyba na&nbsp;stran\u011b vytvo\u0159en\u00e9ho obsahu, nebo jsme si \u0161patn\u011b definovali pers\u00f3nu);<\/li>\n<li><strong>pre-kvalifikace pers\u00f3n<\/strong> - nemus\u00edme n\u00e1v\u0161t\u011bvn\u00edka za\u0159adit pod&nbsp;pers\u00f3nu a\u017e podle chov\u00e1n\u00ed, ale ob\u010das m\u016f\u017eeme i&nbsp;podle toho odkud k&nbsp;n\u00e1m p\u0159i\u0161el (kdy\u017e na&nbsp;na\u0161e sportovn\u00ed str\u00e1nky p\u0159ijde n\u00e1v\u0161t\u011bvn\u00edk z&nbsp;golf.cz, tak ho m\u016f\u017eeme za\u0159adit pod&nbsp;pers\u00f3nu golfisty);<\/li>\n<li>jeden \u010dlov\u011bk se m\u016f\u017ee<strong> poka\u017ed\u00e9 chovat jako jin\u00e1 pers\u00f3na<\/strong> (chov\u00e1n\u00ed je \u010dasto z\u00e1visl\u00e9 na&nbsp;konkr\u00e9tn\u00ed n\u00e1lad\u011b a&nbsp;pot\u0159eb\u00e1ch a&nbsp;n\u00e1v\u0161t\u011bvn\u00edky \u00fapln\u011b p\u0159esn\u011b za\u0161katulkovat neum\u00edme);<\/li>\n<li>na z\u00e1v\u011br kni\u017en\u00ed doporu\u010den\u00ed:&nbsp;<a href=\"https:\/\/www.amazon.com\/Designing-Digital-Age-Human-Centered-Products\/dp\/0470229101\">Designing for the Digital Age<\/a>.<\/li>\n<\/ul>\n<div><\/div>\n<h2>Custom Reports &amp;&nbsp;Dashboards<\/h2>\n<iframe loading=\"lazy\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/32932368\" width=\"803\" height=\"642\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><br><br>\n<p>Tim ukazoval mo\u017enost, jak vyu\u017e\u00edt <a href=\"https:\/\/supermetrics.com\/product\/supermetrics-data-grabber\/\">Supermetrics Data Grabber<\/a>&nbsp;pro vytv\u00e1\u0159en\u00ed vlastn\u00edch p\u0159ehled\u016f v&nbsp;Excelu. V&nbsp;diskuzi m\u011b pak zaujal n\u00e1zor, \u017ee&nbsp;<strong>doporu\u010den\u00ed by nem\u011bla b\u00fdt sou\u010d\u00e1st\u00ed reportu<\/strong>. Klientovi by se m\u011bl nechat \u010das pro vlastn\u00ed z\u00e1v\u011bry a&nbsp;doporu\u010den\u00ed poslat a\u017e v&nbsp;n\u00e1sledn\u00e9m e-mailu.<\/p>\n<h2>CSI \u2013 London (Who killed the campaign?)<\/h2>\n<p>Bohu\u017eel chyb\u00ed slidy. Hezk\u00fd n\u00e1pad s&nbsp;u\u017eit\u00edm terminologie detektivn\u00edch seri\u00e1l\u016f na&nbsp;vyhodnocov\u00e1n\u00ed kampan\u011b. Jinak opakov\u00e1n\u00ed sp\u00ed\u0161e z\u00e1klad\u016f: pot\u0159eba v\u0161e p\u0159ipravit u\u017e od&nbsp;za\u010d\u00e1tku, p\u0159i vyhodnocov\u00e1n\u00ed br\u00e1t v&nbsp;potaz jak ovlivniteln\u00e9, tak neovlivniteln\u00e9 okolnosti (po\u010das\u00ed, aktivity konkurent\u016f).<\/p>\n<h2>Macro Magic (GTM)<\/h2>\n<p>Simo je <strong>odborn\u00edk na&nbsp;Google Tag Manager<\/strong> a&nbsp;p\u0159edn\u00e1\u0161ka podle toho vypadala. \u010cist\u011b technick\u00e1, zam\u011b\u0159en\u00e1 na&nbsp;konkr\u00e9tn\u00ed tipy, jak GTM co nejefektivn\u011bji pou\u017e\u00edvat. Na&nbsp;v\u0161echny tipy se m\u016f\u017eete pod\u00edvat <a href=\"http:\/\/www.simoahava.com\/analytics\/macro-magic-google-tag-manager\/\">v&nbsp;jeho shrnut\u00ed<\/a>. Pokud se zab\u00fdv\u00e1te implementac\u00ed Google Analytics, nebo p\u0159\u00edmo Tag Managerem, je jeho blog \u201emust read\u201c. Nav\u00edc Sima m\u00e1te mo\u017enost vid\u011bt letos na&nbsp;<a href=\"http:\/\/www.marketingfestival.cz\/cs\">Marketing Festivalu<\/a>.<\/p>\n<h2>Person Centric Analytics<\/h2>\n<p>Kristoffer vypr\u00e1v\u011bl o&nbsp;sv\u00fdch zku\u0161enostech se zav\u00e1d\u011bn\u00edm analytiky jak ve&nbsp;firm\u00e1ch, ve&nbsp;kter\u00fdch pracoval intern\u011b, tak u&nbsp;klient\u016f. K&nbsp;p\u0159edn\u00e1\u0161ce ho ostatn\u00ed p\u0159emluvili a\u017e ten den a&nbsp;jednalo se sp\u00ed\u0161e o&nbsp;diskuzi.<\/p>\n<p>V\u011bt\u0161ina dotaz\u016f se st\u00e1\u010dela obecn\u011b k&nbsp;tomu, <strong>jak co nejrychleji zav\u00e9st analytickou kulturu ve&nbsp;firm\u011b<\/strong> a&nbsp;jak vytvo\u0159it funk\u010dn\u00ed analytick\u00e9 odd\u011blen\u00ed. Pobavila m\u011b Kristofferova odpov\u011b\u010f na&nbsp;to, jak &nbsp;to ud\u011blal v&nbsp;minul\u00e9m zam\u011bstn\u00e1n\u00ed. Na\u0161el si k&nbsp;sob\u011b jednoho zam\u011bstnance s&nbsp;Ph.D. v&nbsp;teoretick\u00e9 fyzice, druh\u00e9ho s&nbsp;Ph.D. v&nbsp;ekonometrii a&nbsp;nechal je p\u016fl roku hr\u00e1t si s&nbsp;Rkem ne\u017e se pustili do&nbsp;po\u0159\u00e1dn\u00e9 analytick\u00e9 pr\u00e1ce. Ten protiklad k&nbsp;touze po rychl\u00fdch v\u00fdhr\u00e1ch byl n\u00e1dhern\u00fd.<\/p>\n<p>P\u0159esto nab\u00eddl n\u011bkolik rad s&nbsp;t\u00edm, <strong>jak s&nbsp;p\u0159\u00edstupem zam\u011b\u0159en\u00fdm na&nbsp;jedince za\u010d\u00edt<\/strong>:<\/p>\n<ul>\n<li>vzd\u011bl\u00e1vat \u0161\u00e9fy<\/li>\n<li>p\u0159ij\u00edt na&nbsp;to, jak personalizovat<\/li>\n<li>br\u00e1t ohled na&nbsp;sez\u00f3nnost<\/li>\n<\/ul>\n<div><\/div>\n<h2>True Adwords ROI<\/h2>\n<iframe loading=\"lazy\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/32884444\" width=\"803\" height=\"642\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><br><br>\n<p>Na tuto p\u0159edn\u00e1\u0161ku jsem se t\u011b\u0161il. M\u011bl ji Jeff z&nbsp;<a href=\"http:\/\/www.jeffalytics.com\/\">Jeffalytics<\/a>, hodn\u011b se o&nbsp;n\u00ed mluvilo a&nbsp;t\u00e9ma vypadalo tak\u00e9 dob\u0159e. S&nbsp;klukama jsme p\u0159em\u00fd\u0161leli, co v\u0161echno tam m\u016f\u017ee zm\u00ednit (\u0161patn\u011b m\u011b\u0159iteln\u00fd brandov\u00fd vliv, sn\u00ed\u017een\u00ed konverz\u00ed z&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed) a&nbsp;ve&nbsp;v\u00fdsledku m\u011b dost p\u0159ekvapila.<\/p>\n<p>Jeff je prezenta\u010dn\u00ed profesion\u00e1l, jak po grafick\u00e9, tak p\u0159ednesov\u00e9 str\u00e1nce byla p\u0159edn\u00e1\u0161ka v\u00fdborn\u00e1. P\u0159i\u0161lo mi ale, \u017ee&nbsp;\u0161patn\u011b podchytil publikum a&nbsp;p\u0159edn\u00e1\u0161ka byla sp\u00ed\u0161e <strong>ur\u010den\u00e1 pro b\u011b\u017enou marketingovou konferenci ne\u017e pro analytiky<\/strong>. P\u0159ipom\u00ednal, \u017ee&nbsp;od&nbsp;v\u00fdnos\u016f mus\u00edme ode\u010d\u00edst nejen marketingov\u00e9 n\u00e1klady, ale i&nbsp;n\u00e1klady na&nbsp;produkt a&nbsp;fixn\u00ed n\u00e1klady a&nbsp;a\u017e z&nbsp;nich po\u010d\u00edtat ROI. D\u00e1l k&nbsp;tomu po\u010d\u00edtal s&nbsp;ad hoc vytvo\u0159enou celkovou hodnotou z\u00e1kazn\u00edka (CLV), u&nbsp;t\u00e9 v\u0161ak nepo\u010d\u00edtal s&nbsp;dal\u0161\u00edmi n\u00e1klady, kter\u00e9 n\u00e1m na&nbsp;nov\u00e9 objedn\u00e1vky vzniknou.<\/p>\n<p>M\u011bl jsem pocit, \u017ee&nbsp;p\u0159edn\u00e1\u0161ka nebyla dob\u0159e p\u0159ijat\u00e1 hlavn\u011b kv\u016fli p\u0159\u00edli\u0161 zjednodu\u0161uj\u00edc\u00edm princip\u016fm, kter\u00e9 Jeff prezentoval jako vrchol analytiky. Z&nbsp;m\u00e9 strany za to mohlo ur\u010dit\u011b i&nbsp;p\u0159\u00edli\u0161 vysok\u00e9 o\u010dek\u00e1v\u00e1n\u00ed. Na&nbsp;twitteru jsem si ale v&nbsp;n\u00e1sleduj\u00edc\u00edch dnech v\u0161\u00edmal sam\u00e9 chv\u00e1ly na&nbsp;jeho prezentaci, tak je mo\u017en\u00e9, \u017ee&nbsp;pro n\u011bkter\u00e9 byla opravdu \u201eeye-opening\u201c.<\/p>\n<h2>PPC Growth Hacking<\/h2>\n<iframe loading=\"lazy\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/30265614\" width=\"803\" height=\"642\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><br><br>\n<p>Phil je naprost\u00fd d\u00e9mon. Na&nbsp;MeasureCampu m\u011bl dv\u011b samostatn\u00e9 p\u0159edn\u00e1\u0161ky + jednu p\u016flenou a&nbsp;lid\u00e9 vtipkovali, \u017ee&nbsp;p\u0159\u00ed\u0161t\u011b p\u0159ejmenuj\u00ed MeasureCamp na&nbsp;MeasurePhil, p\u0159id\u00e1vali jeho fotky do&nbsp;vlastn\u00edch prezentac\u00ed (proto\u017ee Phil mus\u00ed b\u00fdt v\u0161ude) apod. Jeho slidy jsou v\u017edy specifick\u00e9, \u010dasto s&nbsp;nepochopiteln\u00fdmi obr\u00e1zky \u010di rozlo\u017een\u00edm.<\/p>\n<p>Ukazoval ve&nbsp;v\u011bt\u0161\u00ed \u010d\u00e1sti metody, kter\u00e9 u\u017e se v&nbsp;Adwords pou\u017e\u00edt nedaj\u00ed, p\u0159esto bylo zaj\u00edmav\u00e9 sledovat my\u0161lenkov\u00e9 pochody, kter\u00e9 za nimi st\u00e1ly. Nejzaj\u00edmav\u011bj\u0161\u00ed my\u0161lenka: <strong>udr\u017eiteln\u00fd \u201egrowth hacking\u201c u&nbsp;PPC nen\u00ed mo\u017en\u00fd pokud krom\u011b Adwords nem\u016f\u017eeme m\u011bnit a&nbsp;\u0161k\u00e1lovat i&nbsp;produkt<\/strong>. Adwords samo o&nbsp;sob\u011b toti\u017e m\u016f\u017eeme vyladit pouze do&nbsp;ur\u010dit\u00e9 m\u00edry a&nbsp;pot\u00e9 n\u00e1s v&nbsp;r\u016fstu za\u010dne limitovat produkt.<\/p>\n<h2>Z\u00e1v\u011bre\u010dn\u00e9 drobky<\/h2>\n<p>Petr vedl vlastn\u00ed p\u0159edn\u00e1\u0161ku o&nbsp;<strong>propojen\u00ed Google Analytics s&nbsp;CRM<\/strong>. M\u016f\u017eete ho <a href=\"http:\/\/www.barcampbrno.cz\/2014\/prednaska\/17f973d3.html\">s&nbsp;n\u00ed vid\u011bt i&nbsp;na&nbsp;brn\u011bnsk\u00e9m barcampu<\/a>!<\/p>\n<div id=\"attachment_2170\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/05\/2014-3.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2170\" class=\"size-medium wp-image-2170 \" src=\"\/blog\/wp-content\/uploads\/2014\/05\/2014-3-300x225.jpg\" alt width=\"300\" height=\"225\"><\/a><p id=\"caption-attachment-2170\" class=\"wp-caption-text\">Petr Havl\u00edk - p\u0159edn\u00e1\u0161ka na&nbsp;MeasureCampu<\/p><\/div>\n<p>A co odpov\u011bdi na&nbsp;m\u00e9 \u00favodn\u00ed ot\u00e1zky? I&nbsp;konference se vstupem zdarma m\u016f\u017ee b\u00fdt opravdu dobr\u00e1. <strong>Leckter\u00e9 placen\u00e9 akce se MeasureCampu v\u016fbec nem\u016f\u017eou rovnat.<\/strong><\/p>\n<p>P\u0159es z\u00e1vislost na&nbsp;sponzorech se akce nem\u011bn\u00ed na&nbsp;jejich promo. Ob\u010das n\u011bkdo popisuje trochu d\u00e9le svou firmu, nebo n\u00e1stroj, kter\u00fd vyvinuli, to ale z\u00e1le\u017e\u00ed na&nbsp;samotn\u00fdch \u0159e\u010dn\u00edc\u00edch.<\/p>\n<p>After-party byly \u00fa\u017easn\u00e9. Lond\u00fdn osobn\u011b pokl\u00e1d\u00e1m za velice o\u0161kliv\u00e9 m\u011bsto, jejich \u201epub\u016fm\u201c ale atmosf\u00e9ru up\u0159\u00edt nem\u016f\u017eu.<\/p>\n<div id=\"attachment_2174\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/05\/photo1.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2174\" class=\"size-medium wp-image-2174\" src=\"\/blog\/wp-content\/uploads\/2014\/05\/photo1-300x225.jpg\" alt width=\"300\" height=\"225\"><\/a><p id=\"caption-attachment-2174\" class=\"wp-caption-text\">Spole\u010dn\u00e9 foto na&nbsp;z\u00e1v\u011bre\u010dn\u00e9 after-party<\/p><\/div>\n<p>A co <strong>Measure V.<\/strong>? Na&nbsp;str\u00e1nk\u00e1ch je\u0161t\u011b nemaj\u00ed uve\u0159ejn\u011bn\u00fd term\u00edn, ale v&nbsp;e-mailech ji\u017e pos\u00edlali, \u017ee&nbsp;se bude konat 20.&nbsp;z\u00e1\u0159\u00ed (workshopy o&nbsp;den d\u0159\u00edve). Pokud se u\u017e nem\u016f\u017eete do\u010dkat, tak zat\u00edm doporu\u010duji <a href=\"http:\/\/www.measurebowling.org\/measurebowling-cities\/prague\/\">MeasureBowling, kter\u00fd v&nbsp;Praze<\/a> 12.&nbsp;\u010dervna organizuje Pavel&nbsp;Ja\u0161ek.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Koncem b\u0159ezna se v&nbsp;Lond\u00fdn\u011b konal \u010dtvrt\u00fd b\u011bh analytick\u00e9 nekonference MeasureCamp. Prvn\u00ed s&nbsp;\u010deskou \u00fa\u010dast\u00ed.<\/p>\n<p>Jak dobr\u00e1 m\u016f\u017ee b\u00fdt akce, na&nbsp;kterou je vstup zdarma? Nesto\u010d\u00ed se z\u00e1konit\u011b k&nbsp;prom\u016fm sponzor\u016f? Je v\u016fbec mo\u017en\u00e9, aby byla kvalitn\u00ed? A&nbsp;jak\u00e1 bude after-party?<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[74,32],"class_list":["post-2159","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-analytika","tag-konference"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u010cesk\u00e1 v\u00fdprava na MeasureCamp IV. | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/measurecamp\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u010cesk\u00e1 v\u00fdprava na MeasureCamp IV. | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Koncem b\u0159ezna se v&nbsp;Lond\u00fdn\u011b konal \u010dtvrt\u00fd b\u011bh analytick\u00e9 nekonference MeasureCamp. Prvn\u00ed s&nbsp;\u010deskou \u00fa\u010dast\u00ed. Jak dobr\u00e1 m\u016f\u017ee b\u00fdt akce, na&nbsp;kterou je vstup zdarma? Nesto\u010d\u00ed se z\u00e1konit\u011b k&nbsp;prom\u016fm sponzor\u016f? Je v\u016fbec mo\u017en\u00e9, aby byla kvalitn\u00ed? 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