{"id":8083,"date":"2024-10-10T22:20:58","date_gmt":"2024-10-10T20:20:58","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=8083"},"modified":"2024-10-11T11:24:35","modified_gmt":"2024-10-11T09:24:35","slug":"dalsi-tucnaci-measurecamp-jak-to-vypadalo-v-praze","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/dalsi-tucnaci-measurecamp-jak-to-vypadalo-v-praze\/","title":{"rendered":"Dal\u0161\u00ed tu\u010d\u0148\u00e1\u010d\u00ed MeasureCamp! Jak to vypadalo v Praze?"},"content":{"rendered":"
<\/div>\n

7. z\u00e1\u0159\u00ed se uskute\u010dnil MeasureCamp v Praze, kde op\u011bt nesm\u011bla chyb\u011bt tu\u010d\u0148\u00e1\u010d\u00ed delegace. Tentokr\u00e1t ale ve zna\u010dn\u011b osekan\u00e9m slo\u017een\u00ed, proto\u017ee dva d\u016fle\u017eit\u00ed \u010dlenov\u00e9, Adam<\/a> a Tom\u00e1\u0161<\/a>, museli ze zdravotn\u00edch d\u016fvod\u016f z\u016fstat doma. Aby v\u0161ak nep\u0159i\u0161li o \u017e\u00e1dn\u00e9 d\u016fle\u017eit\u00e9 informace, pozorn\u011b jsme poslouchali v\u0161echny p\u0159edn\u00e1\u0161ky a vytvo\u0159ili i detailn\u00ed z\u00e1pis.  A jeliko\u017e by byla \u0161koda nechat si nov\u011b nabyt\u00e9 poznatky pro sebe, rozhodli jsme se, \u017ee se o n\u011b pod\u011bl\u00edme i s v\u00e1mi, na\u0161imi \u010dten\u00e1\u0159i. Pokud se tedy chcete dozv\u011bd\u011bt, jak\u00e1 zaj\u00edmav\u00e1 t\u00e9mata se prob\u00edrala, tak pokra\u010dujte ve \u010dten\u00ed!
\n<\/p>\n

P\u0159ed \u010dten\u00edm si m\u016f\u017eete osv\u011b\u017eit pam\u011b\u0165 \u010dl\u00e1nkem z lo\u0148sk\u00e9ho MeasureCampu v Bratislav\u011b<\/a>, p\u0159\u00edpadn\u011b porovnat s pra\u017esk\u00fdm MC z roku 2016<\/a>!<\/p><\/blockquote>\n

Poprv\u00e9 v Praze!<\/h1>\n

Pro oba z n\u00e1s to byl prvn\u00ed MeasureCamp, kter\u00e9ho jsme se v Praze z\u00fa\u010dastnili. V oblasti konferenc\u00ed pat\u0159\u00edme mezi nov\u00e1\u010dky. M\u00ed\u0161a nav\u0161t\u00edvila MeasureCamp \u00fapln\u011b poprv\u00e9 a Dominik byl p\u0159edt\u00edm pouze v Bratislav\u011b.<\/p>\n

\"Na\u0161e<\/a>

Na\u0161e p\u0159edn\u00e1\u0161ky na session boardu<\/p><\/div>\n

Nekonference se konala v kr\u00e1sn\u00fdch a nov\u00fdch prostor\u00e1ch centr\u00e1ly \u010cSOB na Radlick\u00e9. Program dopl\u0148ovalo skv\u011bl\u00e9 j\u00eddlo a k\u00e1va, kterou jsme si spole\u010dn\u011b s \u010dajem mohli d\u00e1t t\u00e9m\u011b\u0159 kdekoli, kde jsme se zrovna nach\u00e1zeli. Snadno jsme natrefili i na \u010dty\u0159i p\u0159edn\u00e1\u0161kov\u00e9 m\u00edstnosti, kter\u00e9 byly centrem ve\u0161ker\u00e9ho (v\u011b)d\u011bn\u00ed!<\/p>\n

N\u00e1\u0161 measurecampov\u00fd p\u0159\u00edsp\u011bvek!<\/h1>\n

Jako obvykle jsme si p\u0159ipravili vlastn\u00ed p\u0159edn\u00e1\u0161ku a workshop. Dominik<\/a> pov\u00eddal o d\u016fle\u017eitosti datov\u00fdch vizualizac\u00ed a datov\u011b-vizualiza\u010dn\u00edm minimalismu. M\u00ed\u0161a<\/a> oproti tomu zvolila form\u00e1t diskuzn\u00edho workshopu, ve kter\u00e9m se zam\u011b\u0159ila na problematiku lakt\u00f3zov\u00e9 intolerance a toho, co je mo\u017en\u00e9 vy\u010d\u00edst z dat slovensk\u00e9ho statistick\u00e9ho \u00fa\u0159adu.<\/p>\n

P\u0159edn\u00e1\u0161ka o minimalismu postupn\u011b sklouzla k diskuzi, ve kter\u00e9 se \u0159e\u0161ila mimo jin\u00e9 funkce report\u016f a zda a jak je klienti \u010dtou. Zaj\u00edmav\u00e9 bylo rovn\u011b\u017e sledovat, jak se mezi poslucha\u010di li\u0161il n\u00e1zor na to, kolik minimalismu ve vizualizac\u00edch je je\u0161t\u011b p\u0159\u00edpustn\u00e9 a kdy u\u017e minimalismus \u0161kod\u00ed. Pokud byste i vy cht\u011bli nas\u00e1t tuto zaj\u00edmavou p\u0159edn\u00e1\u0161kovou atmosf\u00e9ru, koukn\u011bte se na  doprovodn\u00fd \u010dl\u00e1nek<\/a> nebo prezentaci<\/a>.<\/p>\n

\"Dominik<\/a>

Dominik spole\u010dn\u011b s p\u0159\u00edznivci datov\u00fdch vizualizac\u00ed<\/p><\/div>\n

M\u00ed\u0161in diskuzn\u00ed workshop, nebo-li ment\u00e1ln\u00ed rozcvi\u010dka, se zab\u00fdval lakt\u00f3zovou intoleranc\u00ed a t\u00edm, zda dok\u00e1\u017eeme doj\u00edt k z\u00e1v\u011bru pomoc\u00ed n\u00e1kupn\u00edch dat. Workshop si kladl za c\u00edl, aby se \u00fa\u010dastn\u00edci zamysleli nad t\u00edm, jak\u00e1 data a datasety bychom pot\u0159ebovali k vyvr\u00e1cen\u00ed, \u010di potvrzen\u00ed hypot\u00e9zy. M\u00ed\u0161a vedla workshop v angli\u010dtin\u011b, co\u017e redukovalo po\u010det z\u00fa\u010dastn\u011bn\u00fdch. Kvalit\u011b diskuze to v\u0161ak neubralo. V\u0161ichni p\u0159\u00edtomn\u00ed se aktivn\u011b zapojovali do debaty, dohled\u00e1vali si informace a argumentovali.<\/p>\n

\"Mi\u0161a<\/a>

Mi\u0161a v diskuzi s \u00fa\u010dastn\u00edky workshopu<\/p><\/div>\n

M\u011b\u0159en\u00ed webview v mobiln\u00edch aplikac\u00edch<\/h1>\n

V jedn\u00e9 z nejv\u011bt\u0161\u00edch m\u00edstnost\u00ed si vzal slovo Michal Nov\u00e1\u010dek<\/a>, kter\u00fd p\u0159isp\u011bl sv\u00fdmi zku\u0161enostmi z m\u011b\u0159en\u00ed webview<\/i> v mobiln\u00edch aplikac\u00edch.<\/p>\n

Webview je webov\u00e1 str\u00e1nka, kter\u00e1 je integrovan\u00e1 p\u0159\u00edmo do prost\u0159ed\u00ed samotn\u00e9 mobiln\u00ed aplikace. Pro b\u011b\u017en\u00e9ho u\u017eivatele je t\u00e9m\u011b\u0159 k nerozezn\u00e1n\u00ed, zda se nach\u00e1z\u00ed v nativn\u00edm prost\u0159ed\u00ed mobiln\u00ed aplikace, nebo zda aplikace vyu\u017e\u00edv\u00e1 na aktu\u00e1ln\u00ed zobrazen\u00ed webview. D\u016fvodem pou\u017e\u00edv\u00e1n\u00ed webview je cena \u2013 integrace webview je z hlediska v\u00fdvoje mobiln\u00ed aplikace daleko levn\u011bj\u0161\u00ed ne\u017e programovat danou \u010d\u00e1st p\u0159\u00edmo do aplikace.<\/p><\/blockquote>\n

Pokud mobiln\u00ed aplikace vyu\u017e\u00edv\u00e1 webview<\/i>, uleh\u010d\u00ed sice pr\u00e1ci v\u00fdvoj\u00e1\u0159\u016fm, ale p\u0159id\u00e1 vr\u00e1sky n\u00e1m analytik\u016fm. Spr\u00e1vn\u00e1 implementace m\u011b\u0159en\u00ed nav\u00edc b\u00fdv\u00e1 problematick\u00e1. Je nutn\u00e9 vy\u0159e\u0161it pot\u00ed\u017ee s p\u0159\u00edpadn\u00fdmi duplicitn\u00edmi daty, proto\u017ee u\u017eivatel je zm\u011b\u0159en\u00fd p\u0159i pou\u017e\u00edv\u00e1n\u00ed aplikace a rovn\u011b\u017e p\u0159i p\u0159\u00edchodu na webovou str\u00e1nku. P\u0159i b\u011b\u017en\u00e9m pou\u017e\u00edv\u00e1n\u00ed appky tak u\u017eivatel \u201ependluje\u201c sem a tam.<\/p>\n

\"Michalova<\/a>

Michalova uk\u00e1zka toho, co je a co nen\u00ed webview<\/p><\/div>\n

Michal p\u0159edstavil t\u0159i \u0159e\u0161en\u00ed probl\u00e9mu s webview<\/i>, p\u0159i\u010dem\u017e v\u0161echna maj\u00ed sv\u00e1 pozitiva i negativa.<\/p>\n

Prvn\u00edm \u0159e\u0161en\u00edm bylo odes\u00edl\u00e1n\u00ed v\u0161ech dat do jednoho webov\u00e9ho data streamu, p\u0159i\u010dem\u017e p\u0159i zobrazen\u00ed webview<\/i> by se do URL odeslal parametr, \u017ee se jedn\u00e1 o webview<\/i>. Nev\u00fdhodou tohoto \u0159e\u0161en\u00ed je ale nutn\u00fd z\u00e1sah v\u00fdvoj\u00e1\u0159\u016f. U mobiln\u00edch aplikac\u00ed toti\u017e zm\u011bny nelze implementovat tak jednodu\u0161e, jako u webu, kde sta\u010d\u00ed zm\u011bny pouze publikovat v GTM.<\/p>\n

Jako druh\u00e9 \u0159e\u0161en\u00ed p\u0159edstavil Michal m\u011b\u0159en\u00ed pouze do aplikace, p\u0159i\u010dem\u017e by bylo nutn\u00e9 pos\u00edlat informace z webu do appky, nap\u0159. URL nebo pageTitle<\/i>. Op\u011bt zde ale vyvst\u00e1vaj\u00ed  probl\u00e9my, a to men\u0161\u00ed m\u00edra kontroly toho, co se m\u011b\u0159\u00ed. Rovn\u011b\u017e mus\u00edme n\u011bjak\u00fdm zp\u016fsobem o\u0161et\u0159it, aby se p\u0159i webview<\/i> nespou\u0161t\u011blo GTM na webov\u00e9 str\u00e1nce, respektive aby se nem\u011b\u0159ilo duplicitn\u011b do webov\u00e9ho streamu.<\/p>\n

Posledn\u00ed p\u0159edstaven\u00e9 \u0159e\u0161en\u00ed je dle Michala ide\u00e1ln\u00ed. Web odes\u00edl\u00e1 skrze GTM parametry do aplikace. Samotn\u00e1 aplikace ov\u0161em obsahuje listenery, kter\u00e9 jsou p\u0159ipraven\u00e9 na informace z webov\u00e9ho GTM. Jedn\u00e1 se asi o nejlep\u0161\u00ed a nejelegantn\u011bj\u0161\u00ed \u0159e\u0161en\u00ed, ale z\u00e1rove\u0148 i slo\u017eit\u011bj\u0161\u00ed \u0159e\u0161en\u00ed. Vy\u017eaduje toti\u017e, aby v\u00fdvoj\u00e1\u0159i um\u011bli ps\u00e1t vlastn\u00ed listenery. Rovn\u011b\u017e nen\u00ed zat\u00edm mo\u017en\u00e9 t\u00edmto zp\u016fsobem pos\u00edlat e-commerce data.<\/p>\n

Z publika padla ot\u00e1zka na duplicitn\u00ed zobrazov\u00e1n\u00ed consentov\u00e9 li\u0161ty. Tento probl\u00e9m je jedn\u00edm z nejv\u011bt\u0161\u00edch v kontextu webview<\/i>, proto\u017ee se chceme vyhnout dotaz\u016fm na pr\u00e1ci s cookies a u\u017eivatelsk\u00fdmi daty. Ide\u00e1ln\u011b nechceme v\u016fbec zobrazovat cookie li\u0161tu v prost\u0159ed\u00ed mobiln\u00ed aplikace. Z prob\u011bhnuv\u0161\u00ed diskuze ale vyplynulo, \u017ee \u0159e\u0161en\u00ed tohoto probl\u00e9mu zat\u00edm nem\u00e1me nebo je pom\u011brn\u011b komplikovan\u00e9 na implementaci.<\/p>\n

Jak na architekturu datov\u00e9ho skladu<\/h1>\n

Kuba K\u0159\u00ed\u017e<\/a> pat\u0159\u00ed mezi nejv\u011bt\u0161\u00ed odborn\u00edky z hlediska datov\u00e9 architektury a zpracov\u00e1n\u00ed dat v Google Cloud Platform. To dok\u00e1zal i svoj\u00ed hodinovou p\u0159edn\u00e1\u0161kou, na kter\u00e9 udr\u017eel poslucha\u010de i p\u0159es p\u0159est\u00e1vku. Up\u0159\u00edmn\u011b lituji kohokoliv, kdo m\u011bl svou session v dob\u011b kon\u00e1n\u00ed Kubovy druh\u00e9 session - z nat\u0159\u00edskan\u00e9 m\u00edstnosti m\u00e1lokdo ode\u0161el. Nen\u00ed se \u010demu divit, proto\u017ee n\u00e1m dal nahl\u00e9dnout do nitra pr\u00e1ce datov\u00e9ho architekta a na co v\u0161echno je pot\u0159eba p\u0159i n\u00e1vrhu datov\u00fdch \u0159e\u0161en\u00ed myslet.<\/p>\n

\"Praktick\u00e1<\/a>

Praktick\u00e1 uk\u00e1zka pr\u00e1ce datov\u00e9ho architekta<\/p><\/div>\n

Kuba velmi \u010dasto zmi\u0148oval, \u017ee je d\u016fle\u017eit\u00e9 m\u00edt p\u0159i pl\u00e1nov\u00e1n\u00ed datov\u00fdch \u0159e\u0161en\u00ed v\u0161e dob\u0159e uspo\u0159\u00e1dan\u00e9 a promy\u0161len\u00e9, a to nejl\u00e9pe od sam\u00e9ho za\u010d\u00e1tku. Hned \u00favodu n\u00e1m proto p\u0159edstavil prvn\u00ed kroky p\u0159i pl\u00e1nov\u00e1n\u00ed. Kl\u00ed\u010dov\u00e9 je si v\u0161e nakreslit a spr\u00e1vn\u011b rozvrhnout, co\u017e n\u00e1m Kuba uk\u00e1zal interaktivn\u00ed formou, konkr\u00e9tn\u011b n\u00e1zornou tvorbou diagramu. Oba n\u00e1s velmi p\u0159ekvapilo, na co v\u0161echno mus\u00ed datov\u00fd architekt p\u0159i vym\u00fd\u0161len\u00ed r\u016fzn\u00fdch \u0159e\u0161en\u00ed myslet. Stejn\u011b tak n\u00e1s udivilo, kolik slu\u017eeb vlastn\u011b Google nab\u00edz\u00ed. Na ka\u017edou z nich dokonce existuje ikonka!<\/p>\n

P\u0159edn\u00e1\u0161ku bychom popsali jako velmi komplexn\u00ed a prakticky zam\u011b\u0159enou. Nejv\u011bt\u0161\u00ed p\u0159\u00ednos vid\u00edme v uk\u00e1zce toho, co v\u0161echno je pot\u0159eba p\u0159i n\u00e1vrhu datov\u00fdch \u0159e\u0161en\u00ed m\u00edt na pam\u011bti. Nelze opomenout  stakeholdery a p\u0159edev\u0161\u00edm ty, kdo  n\u00e1m plat\u00ed \u00fa\u010dty. Je t\u0159eba myslet i na spr\u00e1vn\u00e9 datov\u00e9 zdroje, m\u00edt vy\u0159e\u0161en\u00fd compute power<\/i> a rovn\u011b\u017e tak \u00falo\u017ei\u0161t\u011b dat. Vzhledem k \u0161irok\u00e9mu v\u00fd\u010dtu je nutn\u00e9 si v\u0161e vizualizovat. Pojist\u00edme si tak, \u017ee na nic nezapomeneme.<\/p>\n

Hlavn\u011b a\u0165 n\u00e1m v GCP nic neute\u010de!<\/h1>\n

Marek \u010cech<\/a> svoji p\u0159edn\u00e1\u0161ku, jak s\u00e1m \u0159ekl, \u201espl\u00e1cal p\u0159i ob\u011bdov\u00e9 pauze\u201c. To j\u00ed ale rozhodn\u011b neubralo na kvalit\u011b! Za sv\u00e9 si vzal Cloud logging<\/i> a p\u0159edev\u0161\u00edm mnohdy opom\u00edjen\u00fd alerting<\/i>. Pr\u00e1v\u011b alerting<\/i> n\u00e1m p\u0159ijde jako jedna z neju\u017eite\u010dn\u011bj\u0161\u00edch funkc\u00ed, kter\u00e9 jsou v GCP nativn\u011b poskytnut\u00e9.<\/p>\n

Co je na alertingu tak super? Jakmile se objev\u00ed n\u011bjak\u00e1 chyba, syst\u00e9m upozorn\u00ed vybran\u00e9 u\u017eivatele na p\u0159edem definovan\u00fdch kan\u00e1lech, \u017ee je n\u011bco \u0161patn\u011b. Tato funkce se pak st\u00e1v\u00e1 neocenitelnou, zvl\u00e1\u0161t\u011b pokud u klient\u016f provozujeme Dataform nebo nap\u0159\u00edklad SGTM. Marek se p\u0159edev\u0161\u00edm v\u011bnoval tomu, jak v\u0161e nastavit tak, aby n\u00e1m u\u017e \u017e\u00e1dn\u00e1 chyba neunikla.<\/p>\n

D\u016fle\u017eit\u00e9 je v\u011bd\u011bt, \u017ee standardn\u00ed logy se uchov\u00e1vaj\u00ed po dobu 30 dn\u00ed. Toto ulo\u017een\u00ed nen\u00ed ale zadarmo, proto\u017ee ka\u017ed\u00fd log obsahuje informace, kter\u00e9 se mus\u00ed n\u011bkde ulo\u017eit a za toto \u00falo\u017ei\u0161t\u011b i zaplatit. Google poskytuje n\u011bjak\u00e9 men\u0161\u00ed free limity, ale po jejich vy\u010derp\u00e1n\u00ed za\u010d\u00edn\u00e1 b\u00fdt logov\u00e1n\u00ed pom\u011brn\u011b n\u00e1kladn\u00e9.<\/p>\n

Samotn\u00e9 alerty m\u016f\u017eeme jednodu\u0161e vytv\u00e1\u0159et z log\u016f \u2013 kdy\u017e nastane ud\u00e1lost, o kter\u00e9 chceme b\u00fdt informovan\u00ed, tak z dan\u00e9ho logu ud\u011bl\u00e1me alert a vybereme si kan\u00e1l, na kter\u00fd n\u00e1m o dan\u00e9 ud\u00e1losti p\u0159ijde upozorn\u011bn\u00ed. Nejv\u00edce vyu\u017e\u00edvan\u00fd je e-mail, ale upozorn\u011bn\u00ed lze doru\u010dit i na telefon formou SMS nebo do kan\u00e1lu ve Slacku.<\/p>\n

Za n\u00e1s je ur\u010dit\u011b pot\u0159eba dodat, \u017ee si mus\u00edme d\u00e1t pozor, na co v\u0161e alerting nastav\u00edme. M\u011bly by to b\u00fdt opravdu z\u00e1va\u017en\u00e9 ud\u00e1losti, proto\u017ee pokud se parametry nastav\u00ed p\u0159\u00edli\u0161 striktn\u011b, budou n\u00e1m na e-mail chodit des\u00edtky upozorn\u011bn\u00ed denn\u011b.  Tato upozorn\u011bn\u00ed p\u0159estaneme po p\u00e1r dnech registrovat a za\u010dneme je c\u00edlen\u011b ignorovat. To ale bude probl\u00e9m, pokud se stane n\u011bco opravdu z\u00e1va\u017en\u00e9ho. Alerting tedy vyu\u017e\u00edvejte, nicm\u00e9n\u011b v\u0161eho s m\u00edrou!<\/p>\n

Privacy sandbox. Opravdu konec 3rd<\/sup> party cookies?<\/h1>\n

Tom\u00e1\u0161 Kom\u00e1rek<\/a> se zhostil t\u00e9matu Privacy sandboxu, kter\u00e9 velmi \u00fazce souvis\u00ed s koncem cookies t\u0159et\u00edch stran. Pr\u00e1v\u011b p\u0159edstaven\u00ed t\u00e9to nov\u00e9 funkce, kter\u00e1 by m\u011bla kon\u010d\u00edc\u00ed podoporu 3rd<\/sup> party cookies ze strany Googlu nahradit, bylo n\u00e1pln\u00ed cel\u00e9 p\u0159edn\u00e1\u0161ky.<\/p>\n

Privacy sandbox je n\u00e1strojem, kter\u00fd respektuje soukrom\u00ed u\u017eivatel\u016f, ale z\u00e1rove\u0148 zcela neznemo\u017e\u0148uje firm\u00e1m v c\u00edlen\u00ed inzerce, kter\u00e9 je dote\u010f realizovan\u00e9 skrze 3rd<\/sup> party cookies. V\u0161e stoj\u00ed na samotn\u00e9m prohl\u00ed\u017ee\u010di, ve kter\u00e9m se vyhodnocuj\u00ed data a kter\u00fd rozhoduje o tom, jak\u00e1 data po\u0161le d\u00e1l. Z\u00e1kladem jsou interest groups, na kter\u00e9 budou inzerenti c\u00edlit, p\u0159i\u010dem\u017e o tom, zda u\u017eivatel bude nebo nebude sou\u010d\u00e1st\u00ed groups, rozhodne samotn\u00e1 technologie Privacy sandboxu nebo s\u00e1m u\u017eivatel v nastaven\u00ed prohl\u00ed\u017ee\u010de.<\/p><\/blockquote>\n

Privacy sandbox je ale pro spoustu lid\u00ed nov\u00e1 v\u011bc, a to i mezi analytiky. Za t\u00edm z\u0159ejm\u011b stoj\u00ed fakt, \u017ee Google tento n\u00e1stroj nikde moc nezmi\u0148oval. Google nav\u00edc te\u010f m\u011bn\u00ed spoustu v\u011bc\u00ed, jak dokl\u00e1d\u00e1 t\u0159eba jeho ned\u00e1vn\u00e9 prohl\u00e1\u0161en\u00ed, ve kter\u00e9m \u010d\u00e1ste\u010dn\u011b odp\u00edskal konec cookies t\u0159et\u00edch stran.<\/p>\n

Cel\u00fd syst\u00e9m funguje tak, \u017ee jednotliv\u00e9 weby a u\u017eivatel\u00e9 jsou klasifikovan\u00ed do ji\u017e v\u00fd\u0161e zmi\u0148ovan\u00fdch interest groups<\/i>. Na tyto interest groups<\/i> c\u00edl\u00ed inzerent. Reklamn\u00ed prostor se z\u00edsk\u00e1v\u00e1 tzv. bidov\u00e1n\u00edm<\/i>, p\u0159i\u010dem\u017e se biduje pr\u00e1v\u011b na interest groups<\/i> v samotn\u00fdch reklamn\u00edch syst\u00e9mech, kter\u00e9 p\u0159enechaj\u00ed reklamn\u00ed prostor nejvy\u0161\u0161\u00ed nab\u00eddce.<\/p>\n

Technologie Privacy sandboxu m\u00e1 ov\u0161em \u0159adu probl\u00e9m\u016f, p\u0159i\u010dem\u017e n\u011bkter\u00e9 z nich jsou inherentn\u011b dan\u00e9 samotnou technologi\u00ed. Web, na kter\u00e9m se nach\u00e1z\u00ed reklama, nap\u0159\u00edklad nem\u016f\u017ee v\u011bd\u011bt, jak\u00e1 konkr\u00e9tn\u00ed reklama se na bannerech zobraz\u00ed. S t\u00edm souvis\u00ed i to, \u017ee publishe\u0159i ani advertise\u0159i nevid\u00ed stejn\u00e1 data a v neposledn\u00ed \u0159ad\u011b ani to, \u017ee publisher nevid\u00ed, kdo vyhr\u00e1l aukci.<\/p>\n

Nejv\u011bt\u0161\u00edm probl\u00e9mem nad\u00e1le z\u016fst\u00e1v\u00e1 zpo\u017ed\u011bn\u00ed v zobrazen\u00ed banner\u016f, kter\u00e9 je moment\u00e1ln\u011b o 1500 milisekund (1,5 sekund) del\u0161\u00ed, ne\u017e tomu bylo doposud. Toto zpo\u017ed\u011bn\u00ed se nemus\u00ed zd\u00e1t jako velk\u00e9, nicm\u00e9n\u011b velmi ovliv\u0148uje z\u00e1sah reklamy a v kone\u010dn\u00e9m d\u016fsledku i konverzn\u00ed pom\u011br. Z testov\u00e1n\u00ed zat\u00edm vypl\u00fdv\u00e1, \u017ee se sni\u017euje sledovanost reklam o zhruba 50 %. Zpo\u017ed\u011bn\u00ed zp\u016fsobuje auk\u010dn\u00ed syst\u00e9m, p\u0159i\u010dem\u017e je mo\u017en\u00e9 aukce obej\u00edt. Pokud se j\u00ed v\u0161ak vyhneme, tak u\u017e v\u016fbec neovlivn\u00edme, kde se bude reklama zobrazovat (respektive na jak\u00fdch typech web\u016f atd.) Tomuto syst\u00e9mu obch\u00e1zen\u00ed aukce se \u0159\u00edk\u00e1 passback ads<\/i>.<\/p>\n

I kdy\u017e je Privacy sandbox ofici\u00e1ln\u00edm \u0159e\u0161en\u00ed Googlu v kontextu cookies t\u0159et\u00edch stran, tak uvid\u00edme, co n\u00e1m je\u0161t\u011b p\u0159inese. V dohledn\u00e9 dob\u011b o n\u011bm ale budeme sl\u00fdchat \u010d\u00edm d\u00e1l t\u00edm v\u00edce.<\/p>\n

Jak a pro\u010d nastavit export GAds do BigQuery<\/h1>\n

Va\u0161ek Jelen<\/a> a Ani\u010dka Hor\u00e1kov\u00e1<\/a> si podobn\u011b jako Kuba K\u0159\u00ed\u017e zabrali celou hodinu (dokonce i ve stejn\u00e9 m\u00edstnosti). \u0158e\u010d ale nebyla o datov\u00e9 architektu\u0159e, n\u00fdbr\u017e o exportu dat z Google Ads do BigQuery. Oboj\u00ed v\u0161ak spojuje stejn\u00e9 prost\u0159ed\u00ed, a to Google Cloud Platform.<\/p>\n

\"Va\u0161ek<\/a>

Va\u0161ek a jeho popis toho, dle \u010deho lze p\u00e1rovat u\u017eivatele<\/p><\/div>\n

P\u0159edn\u00e1\u0161ku za\u010dal Va\u0161ek teoretickou \u010d\u00e1st\u00ed, ve kter\u00e9 mluvil o d\u016fle\u017eitosti exportu a celkov\u011b i nutnosti pou\u017e\u00edv\u00e1n\u00ed BigQuery. GA4 maj\u00ed toti\u017e \u0159adu probl\u00e9m\u016f a p\u0159edev\u0161\u00edm n\u00e1m prezentuj\u00ed domodelovan\u00e1 a agregovan\u00e1 data, co\u017e n\u00e1s p\u0159i pr\u00e1ci velmi svazuje. Krom\u011b BigQuery lze pou\u017e\u00edt i jin\u00e9 datab\u00e1ze a syst\u00e9my, nicm\u00e9n\u011b hlavn\u00ed v\u00fdhoda tkv\u00ed v tom, \u017ee se v\u011bt\u0161inou chceme pohybovat v jednom stacku, co\u017e je ve spoust\u011b p\u0159\u00edpadech Google stack.<\/p>\n

 <\/p>\n

Centralizace p\u0159in\u00e1\u0161\u00ed v\u00fdhody v podob\u011b pou\u017e\u00edv\u00e1n\u00ed offline dat, kter\u00e9 si do datab\u00e1ze m\u016f\u017eeme odes\u00edlat z intern\u00edho syst\u00e9mu. Je d\u016fle\u017eit\u00e9 m\u00edt ale n\u011bjak\u00fd identifik\u00e1tor, dle kter\u00e9ho u\u017eivatele sp\u00e1rujeme. Nej\u010dast\u011bji se jedn\u00e1 o r\u016fzn\u00e9 typy v\u011brnostn\u00edch \u010di klubov\u00fdch karti\u010dek.<\/p>\n

 <\/p>\n

Ani\u010dka nav\u00e1zala na Va\u0161ka praktickou uk\u00e1zkou napojen\u00ed Google Ads \u00fa\u010dtu do BigQuery, respektive n\u00e1s provedla vytvo\u0159en\u00edm data transferu. Velmi n\u00e1s p\u0159ekvapila beta funkce, kter\u00e1 umo\u017enuje u\u017e v samotn\u00e9m transferu ud\u011blat query a v\u0161e exportovat do jedn\u00e9 tabulky. T\u00edmto query u\u0161et\u0159\u00edme spoustu prostoru a p\u0159edev\u0161\u00edm cel\u00fd export zp\u0159ehledn\u00edme. Nyn\u00ed je s GAds transferem spojen\u00fd export v\u00edce ne\u017e sta tabulek a jejich views<\/i>. Tato beta funkce bude snad dostupn\u00e1 v\u0161em na konci tohoto, nebo na za\u010d\u00e1tku p\u0159\u00ed\u0161t\u00edho roku.<\/p>\n

Layered Intelligence aneb jak p\u0159istupovat k dat\u016fm<\/h1>\n

Jednoduchost efektivitu p\u0159in\u00e1\u0161\u00ed! To bylo jedno, ne-li hlavn\u00ed, heslo p\u0159edn\u00e1\u0161ky Mirka \u010cern\u00e9ho<\/a> o jeho metod\u011b p\u0159\u00edstupu k dat\u016fm. Mirek se rozpov\u00eddal o odd\u011blen\u00ed jednotliv\u00fdch vrstev dat, d\u00edky \u010demu\u017e jim jasn\u011bji porozum\u00edme a z\u00e1rove\u0148 se vyhneme probl\u00e9m\u016fm.  Mirk\u016fv p\u0159\u00edstup, kter\u00fd spo\u010d\u00edv\u00e1 v rozpadu dat na jednotliv\u00e9 \u00farovn\u011b, ve v\u00fdsledku nab\u00edz\u00ed hloubkovou anal\u00fdzu. Tu vyu\u017eijeme nap\u0159\u00edklad k identifikaci a v\u010dasn\u00e9mu oslovov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. P\u0159i sv\u00e9 pr\u00e1ci vyu\u017e\u00edv\u00e1 nap\u0159\u00edklad Latency<\/i>, co\u017e je medi\u00e1n \u010dasu mezi objedn\u00e1vkami, a Recency<\/i>, tedy kdy naposled si klient\u016fv z\u00e1kazn\u00edk objedn\u00e1val zbo\u017e\u00ed.<\/p>\n

V igloo m\u00e1me s RFM anal\u00fdzou bohat\u00e9 zku\u0161enosti. V tomto \u010dl\u00e1nku<\/a> se dozv\u00edte v\u00edce o tom, jak jsme pracovali s Recency<\/i>.<\/p>\n

Mirek ve sv\u00e9 p\u0159edn\u00e1\u0161ce srozumiteln\u011b popsal cel\u00fd proces, kter\u00fd aplikuje na data a popsal i n\u011bkolik p\u0159\u00edpad\u016f, kdy d\u00edky sv\u00e9 anal\u00fdze dok\u00e1zal odhalit kritick\u00e9 body, sp\u00edc\u00ed z\u00e1kazn\u00edky nebo ty, kdo  pot\u0159ebovali trochu popostr\u010dit.<\/p>\n

Mirk\u016fv rozpad analytick\u00e9ho procesu byl podle m\u011b skv\u011blou uk\u00e1zkou p\u0159\u00edstupu k pr\u00e1ci s daty. P\u0159edn\u00e1\u0161ka byla dle m\u00e9ho n\u00e1zoru velmi obohacuj\u00edc\u00ed, a\u0165 u\u017e Mirkovu metodu pou\u017eijete, nebo ne.  Mirek n\u00e1m sv\u00fdm v\u00fdkladem dok\u00e1zal p\u0159ibl\u00ed\u017eit, jak hlubok\u00e9 porozum\u011bn\u00ed ka\u017ed\u00e9 jedn\u00e9 vrstvy dat umo\u017e\u0148uje nadstavbu a pota\u017emo hloubkovou anal\u00fdzu. L\u00e9pe tak porozum\u00edte z\u00e1kazn\u00edkovi a jeho pot\u0159eb\u00e1m. U klienta zase sn\u00e1ze identifikujete p\u0159\u00edle\u017eitosti, o kter\u00fdch ani on s\u00e1m nev\u00ed.<\/p>\n

Prioritizace pr\u00e1ce<\/h1>\n

Pokud si n\u011bkdo mysl\u00ed, \u017ee se na MeasureCampu ob\u011bvuj\u00ed pouze analytick\u00e1 t\u00e9mata, tak se \u0161eredn\u011b m\u00fdl\u00ed. Tom\u00e1\u0161<\/a> se svoj\u00ed kolegyn\u00ed n\u00e1m toti\u017e prezentovali sv\u016fj p\u0159epracovan\u00fd n\u00e1vrh syst\u00e9mu prioritizace pr\u00e1ce. N\u00e1s a rozhodn\u011b i v\u00edce lid\u00ed t\u00e9ma zaj\u00edmalo, co\u017e se odr\u00e1\u017eelo  v mno\u017estv\u00ed ot\u00e1zek, n\u00e1vrh\u016f a n\u00e1pad\u016f na zlep\u0161en\u00ed a v celkov\u00e9 debat\u011b, kter\u00e1 se na session strhla.<\/p>\n

V jejich n\u00e1vrhu hodnocen\u00ed z\u00edsk\u00e1v\u00e1 ka\u017ed\u00fd \u00fakol sk\u00f3re z rice score model<\/i>. D\u016fle\u017eitost zad\u00e1n\u00ed m\u00e1 \u010dty\u0159i \u00farovn\u011b, t\u0159i \u00farovn\u011b finan\u010dn\u00edho dopadu, stejn\u00e9 mno\u017estv\u00ed \u00farovn\u00ed dopadu na z\u00e1kazn\u00edka nebo zam\u011bstnance. Pravd\u011bpodobnost dopadu je v modelu vyj\u00e1d\u0159en\u00e1 bodov\u011b, \u010dasov\u00e9 ohodnocen\u00ed je rovn\u011b\u017e zv\u00e1\u017een\u00e9 a v potaz se bere i MoSCoW<\/i> metoda.<\/p>\n

V\u00fdpo\u010det hodnocen\u00ed vypad\u00e1 n\u00e1sledovn\u011b:<\/p>\n

RICE model (level x benefit x impact x confidence) \/ effort<\/p>\n

Prezentace p\u0159e\u0161la plynule k diskuzi, ze kter\u00e9 vyvstalo n\u011bkolik bod\u016f. Nejv\u00edce \u010dasu se v\u011bnovalo subjektivn\u00edmu vn\u00edm\u00e1n\u00ed slo\u017eitosti pr\u00e1ce nebo jej\u00ed \u010dasov\u00e9 n\u00e1ro\u010dnosti, kde by \u0159e\u0161en\u00edm mohlo b\u00fdt vyu\u017eit\u00ed AI pro vyhodnocen\u00ed RICE sk\u00f3re. Dal\u0161\u00edm bodem byl n\u00e1vrh dvou metrik \u2013 metrika pro spolupr\u00e1ci s v\u00fdvojem, co\u017e prodlou\u017e\u00ed trv\u00e1n\u00ed \u00fakolu, a karma zadavatele, kter\u00e1 by mohla v\u00e9st k vy\u0161\u0161\u00ed kvalit\u011b \u00fakol\u016f, proto\u017ee \u0159e\u0161itel\u00e9 si nemus\u00ed zad\u00e1n\u00ed dek\u00f3dovat.<\/p>\n

V kone\u010dn\u00e9m d\u016fsledku byla tato prezentace v\u00fdbornou uk\u00e1zkou, jak se zamyslet nad v\u011bt\u0161\u00edm objemem \u00fakol\u016f a jak se vyvarovat situaci, \u017ee (dopl\u0148te si v\u00e1\u0161 intern\u00ed syst\u00e9m)<\/i> vypad\u00e1 jako v\u00e1no\u010dn\u00ed strome\u010dek na \u0160t\u011bdr\u00fd ve\u010der.<\/p>\n

Uvid\u00edme se u\u017e za necel\u00fd m\u011bs\u00edc v Bratislav\u011b!<\/h1>\n

MeasureCamp v Praze z\u00e1v\u011brem hodnot\u00edme velmi pozitivn\u011b. Vyslechli jsme spoustu zaj\u00edmav\u00fdch p\u0159edn\u00e1\u0161ek, d\u00edky kter\u00fdm m\u016f\u017eeme zlep\u0161ovat slu\u017eby pro na\u0161e klienty. A tak\u00e9 jsme se po dlouh\u00e9 dob\u011b vid\u011bli se spoustou na\u0161ich koleg\u016f z oboru. Krom\u011b nez\u00e1vazn\u00e9ho pokecu \u010di vypr\u00e1vn\u011bn\u00ed vtipn\u00fdch historek jsme si vym\u011bnili i cenn\u00e9 zku\u0161enosti \u2013 v tom v podstat\u011b cel\u00e1 akce spo\u010d\u00edv\u00e1<\/p>\n

Chcete se pobavit i s n\u00e1mi? Tak dorazte 19. \u0159\u00edjna na bratislavsk\u00fd MeasureCamp<\/a>. My tam ur\u010dit\u011b budeme!<\/p>\n","protected":false},"excerpt":{"rendered":"

7. z\u00e1\u0159\u00ed se uskute\u010dnil MeasureCamp v Praze, kde op\u011bt nesm\u011bla chyb\u011bt tu\u010d\u0148\u00e1\u010d\u00ed delegace. Tentokr\u00e1t ale ve zna\u010dn\u011b osekan\u00e9m slo\u017een\u00ed, proto\u017ee dva d\u016fle\u017eit\u00ed \u010dlenov\u00e9, Adam a Tom\u00e1\u0161, museli ze zdravotn\u00edch d\u016fvod\u016f z\u016fstat doma. Aby v\u0161ak nep\u0159i\u0161li o \u017e\u00e1dn\u00e9 d\u016fle\u017eit\u00e9 informace, pozorn\u011b jsme poslouchali v\u0161echny p\u0159edn\u00e1\u0161ky a vytvo\u0159ili i detailn\u00ed z\u00e1pis.  A jeliko\u017e by byla \u0161koda nechat si nov\u011b nabyt\u00e9 poznatky pro sebe, rozhodli jsme se, \u017ee se o n\u011b pod\u011bl\u00edme i s v\u00e1mi, na\u0161imi \u010dten\u00e1\u0159i. Pokud se tedy chcete dozv\u011bd\u011bt, jak\u00e1 zaj\u00edmav\u00e1 t\u00e9mata se prob\u00edrala, tak pokra\u010dujte ve \u010dten\u00ed!<\/p>\n","protected":false},"author":49,"featured_media":8102,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[370],"tags":[74,340,97,415],"class_list":["post-8083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytika","tag-analytika","tag-data","tag-measurecamp","tag-networking"],"yoast_head":"\nDal\u0161\u00ed tu\u010d\u0148\u00e1\u010d\u00ed MeasureCamp! Jak to vypadalo v Praze? | 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\/dalsi-tucnaci-measurecamp-jak-to-vypadalo-v-praze\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dal\u0161\u00ed tu\u010d\u0148\u00e1\u010d\u00ed MeasureCamp! Jak to vypadalo v Praze? | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"7. z\u00e1\u0159\u00ed se uskute\u010dnil MeasureCamp v Praze, kde op\u011bt nesm\u011bla chyb\u011bt tu\u010d\u0148\u00e1\u010d\u00ed delegace. Tentokr\u00e1t ale ve zna\u010dn\u011b osekan\u00e9m slo\u017een\u00ed, proto\u017ee dva d\u016fle\u017eit\u00ed \u010dlenov\u00e9, Adam a Tom\u00e1\u0161, museli ze zdravotn\u00edch d\u016fvod\u016f z\u016fstat doma. 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