{"id":4363,"date":"2016-10-07T13:20:31","date_gmt":"2016-10-07T11:20:31","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4363"},"modified":"2016-10-24T13:27:09","modified_gmt":"2016-10-24T11:27:09","slug":"measurecamp-praha-2016","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/measurecamp-praha-2016\/","title":{"rendered":"MeasureCamp Praha 2016"},"content":{"rendered":"
<\/div>\n

MeasureCamp pat\u0159\u00ed mezi na\u0161e nejobl\u00edben\u011bj\u0161\u00ed konference. Letos jsme na jeho historicky druh\u00e9 \u010desk\u00e9 mutaci uspo\u0159\u00e1dali hned dv\u011b diskuze. Honza Gol<\/a> se v\u011bnoval algoritm\u016fm pro detekov\u00e1n\u00ed probl\u00e9m\u016f a Adam \u0160ilhan<\/a> zam\u011b\u0159il svoji pozornost na zp\u016fsoby vyhodnocov\u00e1n\u00ed retargetingu. Projd\u011bte si n\u00e1\u0161 report!<\/p>\n

MeasureCamp je nejsp\u00ed\u0161 nejd\u016fle\u017eit\u011bj\u0161\u00ed akce pro lidi, kte\u0159\u00ed se pohybuj\u00ed kolem webov\u00e9 analytiky a obecn\u011b v\u0161echny, kter\u00fdm nen\u00ed m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed ciz\u00ed. P\u016fvodn\u00ed form\u00e1t poch\u00e1z\u00ed z Lond\u00fdna<\/a> a n\u00e1\u0161 pra\u017esk\u00fd<\/a> se sna\u017e\u00ed, aby za n\u00edm v ni\u010dem nezaost\u00e1val. Organiz\u00e1to\u0159i letos zajistili rozs\u00e1hl\u00e9 prostory Avastu na pra\u017esk\u00e9 Pankr\u00e1ci a dop\u0159\u00e1li v\u0161em \u00fa\u010dastn\u00edk\u016fm komfortn\u00ed z\u00e1zem\u00ed v\u010detn\u011b mo\u017enosti vyh\u0159\u00edvat se na proslun\u011bn\u00e9 terase.<\/p>\n

\"\u00davodn\u00ed<\/p>\n

Pod na\u0161\u00edm igloo se schov\u00e1v\u00e1 hned n\u011bkolik analytick\u00fdch tu\u010d\u0148\u00e1k\u016f, nemohli jsme proto 1. \u0159\u00edjna chyb\u011bt. Krom\u011b mo\u017enosti obsadit \u010d\u00e1st \u201esessionboardu\u201c a p\u0159ihl\u00e1sit si t\u00edm p\u0159edn\u00e1\u0161ku, \u010di diskuzi, n\u00e1s oba l\u00e1kalo p\u0159edev\u0161\u00edm vid\u011bt se op\u011bt s kolegy analytiky a vym\u011bnit si s nimi zku\u0161enosti.<\/p>\n

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

Od algoritm\u016f k alert\u016fm<\/h3>\n

Po otev\u0159en\u00ed z\u00e1pisu diskus\u00ed a p\u0159edn\u00e1\u0161ek jsme se s Adamem<\/a> vrhli na p\u0159ihla\u0161ovac\u00ed karti\u010dky a sna\u017eili se zabrat nejv\u00fdhodn\u011bj\u0161\u00ed \u010dasy pro na\u0161e vlastn\u00ed sessions. Mn\u011b se poda\u0159ilo uzmout lukrativn\u00ed \u010das v m\u00edstnosti zasv\u011bcen\u00e9 Avinashi Kaushikovi<\/a> a Peterovi O\u2019Neillovi<\/a>.<\/p>\n

M\u00fdm c\u00edlem bylo probrat s jin\u00fdmi datov\u00fdmi analytiky, jak\u00e9 maj\u00ed zku\u0161enosti s algoritmy pro detekci extr\u00e9m\u016f v \u010dasov\u00fdch \u0159ad\u00e1ch<\/strong> (ide\u00e1ln\u011b p\u0159\u00edmo v kampan\u00edch). Z\u00e1kladn\u00edm po\u017eadavkem p\u0159itom bylo, aby algoritmus odhaloval z\u00e1va\u017en\u00e9 probl\u00e9my ide\u00e1ln\u011b hned druh\u00fd den. Z\u00e1rove\u0148 jsme v\u0161ak cht\u011bli p\u0159edej\u00edt p\u0159\u00edli\u0161 \u010dast\u00e9mu zas\u00edl\u00e1n\u00ed notifika\u010dn\u00edch e-mail\u016f, proto\u017ee jinak by na\u0161i milovan\u00ed market\u00e9\u0159i ztratili chu\u0165 tyto e-maily sledovat.<\/p>\n

M\u016fj z\u00e1m\u011br v\u011bnovat se \u010dist\u011b algoritm\u016fm se mi ov\u0161em nepovedl zrovna ide\u00e1ln\u011b. Pom\u011brn\u011b rychle jsme toti\u017e p\u0159e\u0161li k alert\u016fm jako takov\u00fdm, a strhla se diskuse o zp\u016fsobu alertov\u00e1n\u00ed a vyu\u017eit\u00ed dashboard\u016f v pr\u00e1ci s hl\u00edd\u00e1n\u00edm m\u00e9n\u011b z\u00e1va\u017en\u00fdch probl\u00e9m\u016f. P\u0159esto to pro n\u00e1s bylo p\u0159\u00ednosn\u00e9 a odn\u00e1\u0161\u00edme si p\u00e1r n\u00e1pad\u016f.<\/p>\n

Roman Appeltauer<\/a> se pod\u011blil o sv\u00e9 zku\u0161enosti s detekc\u00ed refferal spamu. Roman pou\u017e\u00edv\u00e1 \u201escoring system\u201c, kter\u00fd pomoc\u00ed pevn\u011b dan\u00fdch metrik ohodnot\u00ed ka\u017ed\u00fd refferal a ty, co p\u0159ekro\u010d\u00ed ur\u010ditou hranici, automaticky ozna\u010d\u00ed za spam. Kdy\u017e m\u00e1 sk\u00f3ruj\u00edc\u00ed mechanismus nav\u00edc samou\u010d\u00edc\u00ed prvky, jeho p\u0159esnost se st\u00e1le zvy\u0161uje. Podobn\u00fd mechanismus m\u00e1 samoz\u0159ejm\u011b \u0161ir\u0161\u00ed pou\u017eit\u00ed a p\u0159em\u00fd\u0161l\u00edme, \u017ee bychom jej zakomponovali do dal\u0161\u00ed verze na\u0161eho syst\u00e9mu \u201eAPI v\u00fdstrah\u201c.<\/p>\n

Hanka Kalivodov\u00e1<\/a> n\u00e1m zase prozradila, jak v Etnete\u0159e pracuj\u00ed s detekc\u00ed v\u00fdpadk\u016f m\u011b\u0159en\u00ed. Staticky si nastav\u00ed po\u010det spu\u0161t\u011bn\u00ed, kter\u00fd je pro dan\u00fd c\u00edl obvykl\u00fd, a p\u0159i jeho nedodr\u017een\u00ed se spou\u0161t\u00ed automatick\u00e9 upozorn\u011bn\u00ed. Kdy\u017e po\u010dty spu\u0161t\u011bn\u00ed moc neosciluj\u00ed a je pot\u0159eba hlavn\u011b hl\u00eddat, aby nedo\u0161lo k v\u00fdpadku, nen\u00ed dynamick\u00fd p\u0159\u00edstup nejsp\u00ed\u0161 pot\u0159eba. Nav\u00edc statick\u00fd se v\u00fdrazn\u011b jednodu\u0161eji nastavuje.<\/p>\n

Vrhn\u011bte se na \u0159\u00edzen\u00fd experiment<\/h3>\n

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

Prob\u00edrali jsme zejm\u00e9na situace, kdy p\u0159id\u00e1me novou retargetingovou platformu do celkov\u00e9ho marketingov\u00e9ho mixu a pot\u0159ebujeme zjistit, zda se d\u00edky n\u00ed poda\u0159ilo z\u00edskat nov\u00e9 objedn\u00e1vky, \u010di zda by vznikly tak jako tak. Je\u0161t\u011b na p\u0159edchoz\u00edm pra\u017esk\u00e9m MeasureCampu jsem doporu\u010doval \u0159e\u0161it to \u010dist\u011b p\u0159es pod\u00edl na tr\u017eb\u00e1ch, kter\u00e9 p\u0159edt\u00edm celkov\u011b retargeting generoval a kter\u00e9 p\u0159in\u00e1\u0161\u00ed nyn\u00ed.<\/p>\n

Takov\u00fd zp\u016fsob ale \u0159e\u0161\u00ed pouze parazitaci retargetingu mezi sebou a u\u017e ne to, jak m\u016f\u017ee retargeting ovliv\u0148ovat ostatn\u00ed marketingov\u00e9 kan\u00e1ly. Pokud je toti\u017e agresivn\u00ed, je velmi pravd\u011bpodobn\u00e9, \u017ee v\u011bt\u0161\u00ed mno\u017estv\u00ed u\u017eivatel\u016f by objedn\u00e1vku dokon\u010dilo bez ohledu na retargeting, ov\u0161em s atribuc\u00ed p\u0159edchoz\u00edmu kan\u00e1lu.<\/p>\n

Extr\u00e9mn\u00edm p\u0159\u00edkladem je zobrazov\u00e1n\u00ed retargetingov\u00e9 reklamy u\u017e v prvn\u00ed \u010dtvrt hodin\u011b po n\u00e1v\u0161t\u011bv\u011b str\u00e1nky, kdy v jednom okn\u011b m\u016f\u017ee m\u00edt z\u00e1kazn\u00edk otev\u0159en\u00fd n\u00e1kup a v druh\u00e9m sou\u010dasn\u011b prob\u00edrat n\u00e1kup na Facebooku.<\/p>\n

S Pavlem Ja\u0161kem<\/a> jsme se shodli na tom, \u017ee ide\u00e1ln\u00edm zp\u016fsobem vyhodnocov\u00e1n\u00ed je nejsp\u00ed\u0161 \u0159\u00edzen\u00fd experiment, v n\u011bm\u017e se budeme d\u00edvat na vliv dan\u00e9 retargetingov\u00e9 platformy na celkov\u00e9 tr\u017eby. Napadl n\u00e1s jak b\u011b\u017en\u00fd geo experiment<\/strong> (rozd\u011blit kraje n\u00e1kupn\u00edm chov\u00e1n\u00edm na poloviny a novou retargetingovou platformu spustit pouze pro jednu z nich), \u010di produktov\u00fd experiment<\/strong> (novou platformu spustit na polovinu kategori\u00ed, \u010di rozd\u011blit n\u00e1hodn\u011b produkty do dvou skupin).<\/p>\n

Experimenty nejsou bez vady a u ka\u017ed\u00e9ho z nich m\u00e1me znesnadn\u011bn\u00e9 vyhodnocov\u00e1n\u00ed. U geo experimentu jsou obt\u00ed\u017ee s nestejn\u00fdm vymezen\u00edm lokality dle jednotliv\u00fdch n\u00e1stroj\u016f a u produktov\u00e9ho existuje v\u011bt\u0161\u00ed probl\u00e9m se zobrazov\u00e1n\u00edm v\u00edce produkt\u016f (jeden n\u00e1v\u0161t\u011bvn\u00edk si zobraz\u00ed produkty z A i B varianty testu). Nebudeme toti\u017e v\u011bd\u011bt, do jak\u00e9 m\u00edry jsou data ve skute\u010dnosti p\u00e1rov\u00e1. Je to v\u0161ak zat\u00edm nejlep\u0161\u00ed zp\u016fsob, na kter\u00fd jsme narazili.<\/p>\n

\"w\"<\/p>\n

Z druh\u00e9ho ro\u010dn\u00edku pra\u017esk\u00e9ho MeasureCampu<\/a> si odv\u00e1\u017e\u00edme spoustu post\u0159eh\u016f z p\u0159edn\u00e1\u0161ek a rozhovor\u016f, kter\u00fdch jsme m\u011bli tu p\u0159\u00edle\u017eitost se \u00fa\u010dastnit. J\u00e1 osobn\u011b pot\u0159ebuji do p\u0159\u00ed\u0161t\u011b zapracovat na veden\u00ed vlastn\u00ed diskuse a z\u00edskat z t\u00e9to skv\u011bl\u00e9 akce je\u0161t\u011b v\u00edce praktick\u00fdch informac\u00ed ne\u017e letos.<\/p>\n

Pokud jsme v\u00e1s na MeasureCamp nal\u00e1kali a zouf\u00e1te, \u017ee jste si nechali tak skv\u011blou akci uj\u00edt, v\u011bzte, \u017ee nen\u00ed v\u0161em m\u011b\u0159en\u00edm konec. Nejbli\u017e\u0161\u00ed lond\u00fdnsk\u00fd event bude ji\u017e 25. b\u0159ezna a prosl\u00fdch\u00e1 se, \u017ee toto nebyl posledn\u00ed pra\u017esk\u00fd ro\u010dn\u00edk.<\/p>\n

\"T\u00e9m\u011b\u0159<\/a><\/p>\n

P.S.: Pokud v\u00e1s napadne lep\u0161\u00ed zp\u016fsob, jak vyhodnocovat retargeting, nebojte se n\u00e1m ozvat<\/a> (p\u0159\u00edpadn\u011b sta\u010d\u00ed i do diskuze ;-)).<\/p>\n","protected":false},"excerpt":{"rendered":"

MeasureCamp pat\u0159\u00ed mezi na\u0161e nejobl\u00edben\u011bj\u0161\u00ed konference. Letos jsme na jeho historicky druh\u00e9 \u010desk\u00e9 mutaci uspo\u0159\u00e1dali hned dv\u011b diskuze. Honza Gol se v\u011bnoval algoritm\u016fm pro detekov\u00e1n\u00ed probl\u00e9m\u016f a Adam \u0160ilhan zam\u011b\u0159il svoji pozornost na zp\u016fsoby vyhodnocov\u00e1n\u00ed retargetingu. Projd\u011bte si n\u00e1\u0161 report!<\/p>\n","protected":false},"author":31,"featured_media":4405,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[74,97],"class_list":["post-4363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-analytika","tag-measurecamp"],"yoast_head":"\nMeasureCamp Praha 2016 | igloonet blog<\/title>\n<meta name=\"description\" content=\"Na leto\u0161n\u00edm MeasureCampu jsme uspo\u0159\u00e1dali dv\u011b diskuze. Honza se v\u011bnoval algoritm\u016fm a Adam zase zp\u016fsob\u016fm vyhodnocov\u00e1n\u00ed retargetingu. Projd\u011bte si report!\" \/>\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-praha-2016\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MeasureCamp Praha 2016 | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Na leto\u0161n\u00edm MeasureCampu jsme uspo\u0159\u00e1dali dv\u011b diskuze. Honza se v\u011bnoval algoritm\u016fm a Adam zase zp\u016fsob\u016fm vyhodnocov\u00e1n\u00ed retargetingu. 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