{"id":4594,"date":"2017-01-23T13:16:29","date_gmt":"2017-01-23T11:16:29","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4594"},"modified":"2017-02-07T15:00:02","modified_gmt":"2017-02-07T13:00:02","slug":"javascript-pro-marketery","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/javascript-pro-marketery\/","title":{"rendered":"JavaScript pro market\u00e9ry"},"content":{"rendered":"
<\/div>\n

Proniknout do d\u017eungle jm\u00e9nem JavaScript nen\u00ed jednoduch\u00e9. Kdy\u017e ale pom\u00e1h\u00e1 s prosek\u00e1n\u00edm cesty Andr\u00e9 Heller<\/a> z Medio Interactive, jde de\u0161ifrov\u00e1n\u00ed nejen AdWords skript\u016f hned l\u00e9pe od ruky. P\u0159e\u010dt\u011bte si, pro\u010d je pro market\u00e9ra z\u00e1kladn\u00ed pochopen\u00ed tohoto jazyka nezbytn\u00e9 a pro\u010d jsme si k n\u00e1m do Brna pozvali pr\u00e1v\u011b Andr\u00e9ho.<\/p>\n

<\/p>\n

U\u017e se o tom p\u00e1r let mluv\u00ed a nejsp\u00ed\u0161 jen tak nep\u0159estane: online marketing je st\u00e1le techni\u010dt\u011bj\u0161\u00ed. Umo\u017e\u0148uje n\u00e1m vytv\u00e1\u0159et dynamick\u00e9 texty reklam s aktu\u00e1ln\u00ed cenou v\u00fdrobk\u016f, vyp\u00ednat a zap\u00ednat reklamy podle toho, jak se m\u011bn\u00ed skladov\u00e1 situace, vytv\u00e1\u0159et dynamick\u00e9 bannery na zbo\u017e\u00ed, kter\u00e9 je zrovna v akci, a spoustu dal\u0161\u00edch drobnost\u00ed.<\/p>\n

Reklamn\u00ed syst\u00e9my jdou inzerent\u016fm vst\u0159\u00edc a umo\u017e\u0148uj\u00ed pokro\u010dilou pr\u00e1ci s reklamami pomoc\u00ed API. To n\u011bkte\u0159\u00ed v\u00edce, jin\u00ed m\u00e9n\u011b ochotn\u011b sd\u00edl\u00ed. Samotn\u00e1 pr\u00e1ce s API je pro b\u011b\u017en\u00e9ho market\u00e9ra ne\u00fam\u011brn\u011b slo\u017eit\u00e1 a nau\u010dit market\u00e9ry s n\u00edm pracovat je zbyte\u010dn\u00fd overkill. Proto u n\u00e1s na marketingov\u00fdch automatizac\u00edch pracuj\u00ed p\u0159edev\u0161\u00edm v\u00fdvoj\u00e1\u0159i<\/a>.<\/p>\n

Skripty jako prvn\u00ed krok k automatizaci<\/h3>\n

AdWords, kter\u00e9 si sv\u00e9 API hl\u00edd\u00e1 nejv\u00edce, na druhou stranu umo\u017e\u0148uje pou\u017e\u00edvat n\u011bco nav\u00edc - AdWords skripty. Ty si pro zjednodu\u0161en\u00ed p\u0159edstavuji jako nevysp\u011bl\u00e9ho sourozence AdWords API, kter\u00fd toho sice moc neum\u00ed, ale m\u016f\u017ee si s n\u00edm hr\u00e1t t\u00e9m\u011b\u0159 ka\u017ed\u00fd. <\/i>Byl jsem k nim proto v\u017edy velmi p\u0159ehl\u00ed\u017eiv\u00fd. <\/i>Pro\u010d pracovat s n\u011b\u010d\u00edm tak neohraban\u00fdm, kdy\u017e m\u016f\u017eeme pou\u017e\u00edvat API jako\u017eto \u201ereal deal\u201c.<\/p>\n

\"Srovn\u00e1n\u00ed<\/p>\n

Postupem \u010dasu jsem musel sv\u016fj n\u00e1zor zm\u011bnit. API je skv\u011bl\u00e9, umo\u017e\u0148uje n\u00e1sobn\u011b v\u011bt\u0161\u00ed mo\u017enosti, ale v jednodu\u0161\u0161\u00edch v\u011bcech (nap\u0159. reporty) dosta\u010duj\u00ed i AdWords skripty. A co si budeme pov\u00eddat, i kdy\u017e m\u00e1te v\u00fdvoj\u00e1\u0159e k ruce, nen\u00ed dobr\u00e9 je zahlcovat trivialitami.<\/span><\/p>\n

A<\/span>by <\/span>mohli<\/span> market\u00e9\u0159i<\/span> s AdWords skripty pracovat,<\/span> pot\u0159ebuj\u00ed <\/span>hlavn\u011b <\/span>znalost<\/span> JavaScriptu<\/span>. Ta je u n\u00e1s<\/span> mezi market\u00e9ry <\/span>celkem \u0161iroce roz<\/span>vrstven\u00e1. N<\/span>\u011bkte\u0159\u00ed jsou j\u00edm naprosti nepol\u00edbeni, jin\u00ed pro\u0161li p\u0159es Codecademy kurzy, Script Campy, \u010di jej m\u011bli p\u00e1r semestr\u016f na \u0161kole. <\/span>Cht\u011bl jsem, aby<\/span> ka\u017ed\u00fd <\/span>PPC specialista, kter\u00fd vede \u00fa\u010det,<\/span> byl schop<\/span>en<\/span> zkontrolovat, zda <\/span>implementovan\u00fd <\/span>AdWords skript <\/span>spr\u00e1vn\u011b funguje <\/span>a <\/span>s\u00e1m jej <\/span>dok\u00e1zat<\/span> v jednoduch\u00fdch v\u011bcech upravit (<\/span>nap\u0159. <\/span>zm\u011bnit<\/span> \u0161t\u00edtkov\u00e1n\u00ed, podm\u00ednky zastavov\u00e1n\u00ed reklam). <\/span><\/p>\n

JavaScript se hod\u00ed <\/span>n<\/span>ejen<\/span> PPC specialist\u016fm, snad je\u0161t\u011b pot\u0159ebn\u011bj\u0161\u00ed je pro<\/span> implement\u00e1to<\/span>ry<\/span>, kte\u0159\u00ed pracuj\u00ed s Tag Managerem. <\/span>V<\/span> lep\u0161\u00edm p\u0159\u00edpad\u011b <\/span>by m\u011bli b\u00fdt schopni <\/span>sami vlastn\u00ed JavaScriptov\u00e9 prom\u011bnn\u00e9 napsat, v hor\u0161\u00edm alespo\u0148 v\u00fdvoj\u00e1\u0159e p\u0159esn\u011b instruovat. <\/span><\/p>\n

JavaScript snadno a rychle<\/h3>\n

Ot\u00e1zkou je, jak to v\u0161echno market\u00e9r\u016fm p\u0159edat. Je spousta online mo\u017enost\u00ed (ji\u017e vzpom\u00ednan\u00e9 codeacademy<\/a>, learn javascript the hard way<\/a> a spousta dal\u0161\u00edch), ale u nich je t\u011b\u017ek\u00e9 doc\u00edlit, aby jimi pro\u0161li v\u0161ichni market\u00e9\u0159i stejn\u011b. Intern\u00ed \u0161kolen\u00ed od v\u00fdvoj\u00e1\u0159\u016f jsem na \u00favod t\u00e9\u017e zavrhl a nechal si je a\u017e na dal\u0161\u00ed prohlubov\u00e1n\u00ed znalost\u00ed.<\/span><\/p>\n

Nakonec<\/span> jsem se b\u011bhem podzimu domluvil <\/span>na workshop <\/span>s Andr\u00e9m<\/a>. S<\/span>\u00e1m tou <\/span>dobou <\/span>p\u0159em\u00fd\u0161lel <\/span>nad workshopem s podobnou n\u00e1pln\u00ed pro ve\u0159ejnost (intern\u011b pojmenovanou Technick\u00fd marke\u0165\u00e1k \u2013 na Medio akademii<\/a> jako ve\u0159ejn\u00fd kurz zat\u00edm nen\u00ed, ale prosl\u00fdch\u00e1 se, \u017ee od jara se rozjede)<\/span>. Andr\u00e9 sice s AdWords skripty moc zku\u0161enost\u00ed nem\u00e1, <\/span>o to hlub\u0161\u00ed znalosti m\u00e1<\/span> v JavaScriptu a v p\u0159ed\u00e1v\u00e1n\u00ed technick\u00fdch koncept\u016f m\u00e9n\u011b technicky zdatn\u00fdm u\u017eivatel\u016fm.<\/span><\/p>\n

Co cel\u00e9 \u0161kolen\u00ed velmi zjednodu\u0161ilo, byla vlastn\u00ed testovac\u00ed platforma (podobn\u00e1 Codecademy), kterou Andr\u00e9 nachystal, a na kter\u00e9 jsme si v pr\u016fb\u011bhu mohli zkou\u0161et typov\u00e9 \u00falohy<\/span>. Krom\u011b teoretick\u00e9ho z\u00e1kladu <\/span>tak <\/span>m\u011bl ka\u017ed\u00fd mo\u017enost o<\/span>s<\/span>aha<\/span>t<\/span> si<\/span> JavaScript v praxi. Strukturu jsme vymysleli tak, aby se mohli chytnout i ti, kte\u0159\u00ed s programov\u00e1n\u00edm nemaj\u00ed \u017e\u00e1dn\u00e9 zku\u0161enosti. Za\u010dali jsme \u00fapln\u00fdmi z\u00e1klady JavaScriptu (od deklarace prom\u011bnn\u00fdch, p\u0159es <\/span>pole a funkce k z\u00e1kladn\u00edm for a while cykl\u016fm), pr\u016fb\u011b\u017en\u011b jsme prob\u00edrali nej\u010dast\u011bj\u0161\u00ed chyby v syntaxi a ke konci vyzkou\u0161eli vlastn\u00ed \u201e\u010dten\u00ed\u201c AdWords skript\u016f.<\/span><\/p>\n

Bylo by velmi naivn\u00ed o\u010dek\u00e1vat, \u017ee po jednom \u0161kolen\u00ed jsou v\u0161ichni na\u0161i market\u00e9\u0159i schopni si sami skripty zkontrolovat a upravovat. T<\/span>y<\/span> bez zku\u0161enost\u00ed s programov\u00e1n\u00edm to v\u0161ak pomohlo nasm\u011brovat na dal\u0161\u00ed cestu a t\u011bm zku\u0161en\u011bj\u0161\u00edm zase ujasnit si dost v\u011bc\u00ed. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Proniknout do d\u017eungle jm\u00e9nem JavaScript nen\u00ed jednoduch\u00e9. Kdy\u017e ale pom\u00e1h\u00e1 s prosek\u00e1n\u00edm cesty Andr\u00e9 Heller z Medio Interactive, jde de\u0161ifrov\u00e1n\u00ed nejen AdWords skript\u016f hned l\u00e9pe od ruky. P\u0159e\u010dt\u011bte si, pro\u010d je pro market\u00e9ra z\u00e1kladn\u00ed pochopen\u00ed tohoto jazyka nezbytn\u00e9 a pro\u010d jsme si k n\u00e1m do Brna pozvali pr\u00e1v\u011b Andr\u00e9ho.<\/p>\n","protected":false},"author":7,"featured_media":4629,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[164,180],"class_list":["post-4594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adwords","tag-javascript"],"yoast_head":"\nJavaScript pro market\u00e9ry | igloonet blog<\/title>\n<meta name=\"description\" content=\"P\u0159e\u010dt\u011bte si, pro\u010d je pro market\u00e9ra z\u00e1kladn\u00ed pochopen\u00ed JavaScriptu nezbytn\u00e9 a pro\u010d jsme si k n\u00e1m do Brna pozvali Andr\u00e9ho Hellera z Medio Interactive!\" \/>\n<meta name=\"robots\" content=\"index, follow, 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