{"id":3893,"date":"2016-04-08T12:30:05","date_gmt":"2016-04-08T10:30:05","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=3893"},"modified":"2016-04-26T14:34:00","modified_gmt":"2016-04-26T12:34:00","slug":"automatizace-adwords-bidovani-2","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/automatizace-adwords-bidovani-2\/","title":{"rendered":"Automatizace AdWords bidov\u00e1n\u00ed #2"},"content":{"rendered":"
<\/div>\n

MT-N\u00e1bytek.cz<\/a> je n\u00e1bytk\u00e1\u0159sk\u00e1 jedni\u010dka na \u010desk\u00e9m e-commerce trhu. Co kdy\u017e jej\u00ed z\u00e1kazn\u00edci \u010dast\u011bji nakupuj\u00ed t\u011bsn\u011b p\u0159ed ukon\u010den\u00edm ak\u010dn\u00ed nab\u00eddky? Pak m\u016f\u017eeme v posledn\u00edch dnech navy\u0161ovat bidy a zv\u00fd\u0161it tr\u017eby z akc\u00ed. P\u0159e\u010dt\u011bte si druh\u00fd d\u00edl na\u0161eho seri\u00e1lu o automatizaci bidov\u00e1n\u00ed v AdWords!<\/p>\n

<\/p>\n

N\u00e1\u0161 klient pravideln\u011b v ak\u010dn\u00edm obdob\u00ed zlev\u0148uje svoje produkty. Podle n\u00e1hodn\u00e9ho zkoum\u00e1n\u00ed se zd\u00e1lo, \u017ee v\u00edce transakc\u00ed prob\u011bhne t\u011bsn\u011b p\u0159ed koncem akce. Pokud by tomu tak skute\u010dn\u011b bylo, mohli bychom zji\u0161t\u011bn\u00ed vyu\u017e\u00edt a akce t\u011bsn\u011b p\u0159ed koncem nabidovat. Proto jsme se rozhodli, \u017ee se na data pod\u00edv\u00e1me bl\u00ed\u017ee a prozkoum\u00e1me pr\u016fb\u011bhy akc\u00ed, zda nevykazuj\u00ed spole\u010dn\u00fd vzorec chov\u00e1n\u00ed.<\/p>\n

Workflow byla n\u00e1sledovn\u00e1:<\/strong><\/p>\n

    \n
  1. zkr\u00e1cen\u00ed akce na nejvet\u0161\u00ed spole\u010dn\u00fd po\u010det dn\u00ed<\/li>\n
  2. normalizace do stejn\u00e9ho rozsahu hodnot 0 - 1<\/li>\n
  3. vyhlazen\u00ed \u0161umu a neu\u017eite\u010dn\u00fdch slo\u017eek sign\u00e1lu<\/li>\n
  4. nalezen\u00ed spole\u010dn\u00e9ho chov\u00e1n\u00ed<\/li>\n<\/ol>\n

    Anal\u00fdzy a grafy jsme d\u011blali v R<\/a>ku. Data jsme si st\u00e1hnuli po dnech p\u0159es Rkov\u00fd bal\u00ed\u010dek RGA<\/a>. Zvolili jsme stahov\u00e1n\u00ed po dnech, abychom zamezili vzorkov\u00e1n\u00ed. K dispozici jsme tedy m\u011bli celkem 24 dataset\u016f za rok (2015\u221201\u221201 a\u017e 2016-01-06) pro akce odli\u0161n\u00e9 doby trv\u00e1n\u00ed (12 - 22 dn\u00ed).<\/p>\n

    1. Zkr\u00e1cen\u00ed sign\u00e1lu a p\u0159evzorkov\u00e1n\u00ed: interpolace s decimac\u00ed = fail no. 1<\/h3>\n

    V prvn\u00ed \u0159ad\u011b bychom si data m\u011bli zkr\u00e1tit na stejnou pou\u017eitelnou d\u00e9lku, a to ide\u00e1ln\u011b tak, \u017ee je od konce neust\u0159ihneme.<\/p>\n\"Interpolace<\/a>\n

    Nejd\u0159\u00edve jsme cht\u011bli pou\u017e\u00edt interpola\u010dn\u00ed filtr, kter\u00fdm zv\u00fd\u0161\u00edme po\u010det vzork\u016f a sign\u00e1l nat\u00e1hneme. N\u00e1sledn\u011b ho decima\u010dn\u00edm filtrem podvzorkujeme tak, abychom dostali po\u017eadovanou d\u00e9lku. V Rku se jedn\u00e1 o funkce interp<\/em> a decimate<\/em>. Jak ale vypadal v\u00fdsledek, vid\u00edte na obr\u00e1zku. Jde o uk\u00e1zku pr\u016fb\u011bhu transakc\u00ed u posledn\u00ed akce.<\/p>\n

    U tohoto p\u0159\u00edkladu interpolace sign\u00e1l nat\u00e1hneme z 15 vzork\u016f na 180, abychom ho decimac\u00ed zkr\u00e1tili na pot\u0159ebn\u00fdch 12. Konce sign\u00e1lu v\u0161ak kv\u016fli tomu klesaj\u00ed k nule, by\u0165 tak p\u016fvodn\u00ed data nevypadaj\u00ed. Museli bychom zv\u00fd\u0161it \u0159\u00e1d interpola\u010dn\u00edho filtru, abychom tomu zamezili, ale t\u00edm bychom zase zhor\u0161ili \u0161um. Tuto metodu jsme proto zam\u00edtli.<\/p>\n

    M\u00edsto toho jsme se rozhodli pou\u017e\u00edt aproximaci sign\u00e1lu, kdy jsme sign\u00e1l op\u011bt nat\u00e1hli na d\u00e9lku 180, ale u\u017e nedo\u0161lo ke zkreslen\u00ed konc\u016f. Na sign\u00e1l jsme nav\u00edc pou\u017eili jednoduch\u00fd medi\u00e1nov\u00fd filtr, kter\u00fd je vhodn\u00fd k odstran\u011bn\u00ed n\u00e1hodn\u00e9ho \u0161umu a aspo\u0148 tro\u0161ku jsme t\u00edm zjemnili ostr\u00e9 hrany. Kdy\u017e jsme byli s v\u00fdsledkem spokojen\u00ed, sign\u00e1l jsme jednodu\u0161e podvzorkovali a vybrali pouze ka\u017ed\u00fd patn\u00e1ct\u00fd vzorek. Jak je vid\u011bt, touto metodou do\u0161lo jen k velmi mal\u00e9mu zkreslen\u00ed.<\/p>\n\"P\u0159evzorkov\u00e1n\u00ed<\/a>\n

    T\u00edmto postupem jsme upravili v\u0161echny datasety a z\u00edskali tak sign\u00e1l ze v\u0161ech akc\u00ed ve spr\u00e1vn\u00e9 d\u00e9lce a vyhlazen\u00fd pro zd\u016frazn\u011bn\u00ed pr\u016fb\u011bhu transakc\u00ed. Na n\u00e1sleduj\u00edc\u00edm boxplotu vid\u00edme rozlo\u017een\u00ed hodnot nap\u0159\u00ed\u010d dny. \u010c\u00e1ra uprost\u0159ed spojuje medi\u00e1ny jednotliv\u00fdch dn\u00ed. Je z\u0159ejm\u00e9, \u017ee z tohoto grafu na\u0161i hypot\u00e9zu o v\u00fdrazn\u011b stoupav\u00e9 tendenci na konci akc\u00ed nepotvrd\u00edme. Na konci akc\u00ed je sice vid\u011bt v\u011bt\u0161\u00ed variabilita v datech, ale jasn\u00fd n\u00e1r\u016fst ne.<\/p>\n\"Rozlo\u017een\u00ed<\/a>\n

    2. Normalizace<\/h3>\n

    Posunuli jsme v\u0161echny hodnoty mezi 0 - 1. Zde nebylo co \u0159e\u0161it. Ud\u011blali jsme to hlavn\u011b z toho d\u016fvodu, abychom mohli mezi sebou porovn\u00e1vat v\u00fdsledky akc\u00ed na odli\u0161n\u00e9 kategorie produkt\u016f (nap\u0159\u00edklad mainstreamov\u00e9 postele v. margin\u00e1ln\u00ed taburety) nebo v z\u00e1vislosti na sez\u00f3nnost (v\u00e1no\u010dn\u00ed obdob\u00ed apod.). Pr\u016fb\u011bhy transakc\u00ed sice teoreticky mohou m\u00edt podobn\u00fd vzorec prodej\u016f, ale budou na y-ose od sebe v\u00fdrazn\u011b posunuty.<\/p>\n

    3. Vyhlazen\u00ed \u0161umu ve spektr\u00e1ln\u00ed oblasti a Fourierova transformace = fail no. 2<\/h3>\n

    Sna\u017eili jsme se pou\u017e\u00edt k vyhlazen\u00ed 24 \u010dasov\u00fdch \u0159ad akc\u00ed filtraci pomoc\u00ed Fourierovy transformace<\/a>, kter\u00e1 sign\u00e1l p\u0159ev\u00e1d\u00ed na harmonick\u00e9 slo\u017eky neboli spektrum sign\u00e1lu, s nimi\u017e se d\u00e1 \u0161ikovn\u011b pracovat. Mluv\u00edme o p\u0159evodu z \u010dasov\u00e9 do frekven\u010dn\u00ed oblasti, proto\u017ee tyto harmonick\u00e9 slo\u017eky charakterizuje pr\u00e1v\u011b jejich frekvence.<\/p>\n

    Nositelem u\u017eite\u010dn\u00e9 slo\u017eky sign\u00e1lu b\u00fdv\u00e1 v\u011bt\u0161inou oblast n\u00edzk\u00fdch frekvenc\u00ed. Proto jsme pou\u017eili filtraci spektra sign\u00e1lu doln\u00ed propust\u00ed, respektive horn\u00ed z\u00e1dr\u017e\u00ed, abychom odstranili vy\u0161\u0161\u00ed frekvence, kter\u00e9 b\u00fdvaj\u00ed v\u011bt\u0161inou nositelkami \u0161umu a neu\u017eite\u010dn\u00fdch slo\u017eek sign\u00e1lu.<\/p>\n

    Filtrace ve spektr\u00e1ln\u00ed oblasti m\u00e1 bohu\u017eel jednu nev\u00fdhodu, a tou je \u010dasov\u00e9 zpo\u017ed\u011bn\u00ed filtrovan\u00e9ho sign\u00e1lu oproti origin\u00e1lu. T\u00edm, \u017ee k n\u011bmu doch\u00e1z\u00ed, bychom p\u0159i\u0161li o z\u00e1v\u011bre\u010dn\u00e9 dny akc\u00ed a dostali bychom z 12 pouze 11 vzork\u016f. Proto jsme k vyhlazen\u00ed pou\u017eili neline\u00e1rn\u00ed medi\u00e1nov\u00fd filtr (viz v\u00fd\u0161e). Fourierova transformace se p\u0159\u00edli\u0161 nehod\u00ed, pokud n\u00e1s zaj\u00edmaj\u00ed pr\u00e1v\u011b okraje sign\u00e1lu. N\u00e1\u0161 sign\u00e1l byl nav\u00edc pom\u011brn\u011b kr\u00e1tk\u00fd.<\/p>\n

    4. Nalezen\u00ed spole\u010dn\u00e9ho vzorce dekompozic\u00ed sign\u00e1lu = fail no. 3<\/h3>\n

    P\u0159edpokl\u00e1dali jsme, \u017ee sign\u00e1l je slo\u017een z jednotliv\u00fdch aditivn\u00edch komponent (Y[t] = T[t] + S[t] + e[t]). Nejd\u0159\u00edve jsme proto ur\u010dili trendovou slo\u017eku T[t] pomoc\u00ed plovouc\u00edho pr\u016fm\u011brov\u00e1n\u00ed, kterou jsme ze sign\u00e1lu ode\u010detli. Pot\u00e9 jsme ur\u010dili sez\u00f3nn\u00ed slo\u017eku S[t] podobn\u00fdm zp\u016fsobem a zbytek byla rezidua e[t]. V\u00fdsledkem bylo zvln\u011bn\u00ed trendu a zd\u00e1 se, \u017ee funkce s na\u0161imi daty nepracovala dob\u0159e. D\u016fvodem pravd\u011bpodobn\u011b jsou p\u0159edchoz\u00ed \u00fapravy sign\u00e1lu, p\u0159evzorkov\u00e1v\u00e1n\u00ed a vyhlazov\u00e1n\u00ed.<\/p>\n\"Dekompozice<\/a>\n

    Z\u00e1v\u011br: posledn\u00ed dny akce p\u0159in\u00e1\u0161ej\u00ed vy\u0161\u0161\u00ed po\u010det transakc\u00ed<\/h1>\n

    Po p\u0159edchoz\u00edm experimentov\u00e1n\u00ed jsme se rozhodli, \u017ee n\u00e1m k potvrzen\u00ed hypot\u00e9zy bude sta\u010dit pr\u016fm\u011br pro v\u0161echny akce (viz obr\u00e1zek n\u00ed\u017ee). I kdy\u017e pr\u016fm\u011brn\u00e1 data jsou nep\u0159esn\u00e1, ke konci je patrn\u00fd jasn\u00fd n\u00e1r\u016fst (viz \u010dern\u00e1 \u010d\u00e1ra na n\u00e1sleduj\u00edc\u00edm grafu). To znamen\u00e1, \u017ee jsme potvrdili svou po\u010d\u00e1te\u010dn\u00ed hypot\u00e9zu.<\/p>\n

    Pokud bychom si data nyn\u00ed exportovali po dnech z grafu do tabulky, m\u016f\u017eeme je v AdWords ihned pou\u017e\u00edt jako modifik\u00e1tor bidu. My jsme si v\u00fdsledn\u00e9 hodnoty je\u0161t\u011b transformovali tak, abychom je z\u00edskali v rozsahu od -70 do +30 na y-ose (podobn\u00e9 omezen\u00ed jako m\u00e1 eCPC<\/a>).<\/p>\n

    Voil\u00e1, vzh\u016fru do bidov\u00e1n\u00ed!<\/strong><\/p>\n\"pattern\"<\/a>\n","protected":false},"excerpt":{"rendered":"

    MT-N\u00e1bytek.cz je n\u00e1bytk\u00e1\u0159sk\u00e1 jedni\u010dka na \u010desk\u00e9m e-commerce trhu. Co kdy\u017e jej\u00ed z\u00e1kazn\u00edci \u010dast\u011bji nakupuj\u00ed t\u011bsn\u011b p\u0159ed ukon\u010den\u00edm ak\u010dn\u00ed nab\u00eddky? Pak m\u016f\u017eeme v posledn\u00edch dnech navy\u0161ovat bidy a zv\u00fd\u0161it tr\u017eby z akc\u00ed. P\u0159e\u010dt\u011bte si druh\u00fd d\u00edl na\u0161eho seri\u00e1lu o automatizaci bidov\u00e1n\u00ed v AdWords!<\/p>\n","protected":false},"author":23,"featured_media":3940,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[164,169,168],"class_list":["post-3893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adwords","tag-automatizace","tag-bidovani"],"yoast_head":"\nAutomatizace AdWords bidov\u00e1n\u00ed #2 | igloonet blog<\/title>\n<meta name=\"description\" content=\"Co kdy\u017e z\u00e1kazn\u00edci MT-Nabytek.cz \u010dast\u011bji nakupuj\u00ed t\u011bsn\u011b p\u0159ed koncem akce? 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