{"id":199852,"date":"2022-11-05T13:23:04","date_gmt":"2022-11-05T12:23:04","guid":{"rendered":"https:\/\/loudavymkrokem.cz\/?p=199852"},"modified":"2026-06-05T21:12:35","modified_gmt":"2026-06-05T19:12:35","slug":"datova-apokalypsa-data-restart-2022","status":"publish","type":"post","link":"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/","title":{"rendered":"Data Restart 2022: D\u00e1tov\u00e1 apokalypsa a ako sa s \u0148ou popasova\u0165"},"content":{"rendered":"\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/D4F06699-3333-42E7-BFF6-D0F5C0D8FFC4.png\" alt=\"Data Restart 2022 \u2013 d\u00e1tov\u00e1 apokalypsa a ako sa s \u0148ou popasova\u0165\" class=\"wp-image-58319\" title=\"\"><\/figure>\n\n\n\n<p><strong>Minul\u00fd rok sme v\u0161etci intenz\u00edvne rie\u0161ili nasadenie funk\u010dnej cookies li\u0161ty a n\u00e1sledn\u00fd prepad d\u00e1t. V\u00e4\u010d\u0161ie firmy investovali do d\u00e1tovej analytiky a pracovali na modelovan\u00ed ch\u00fdbaj\u00facich d\u00e1t \u2013 a pr\u00e1ve t\u00e1to d\u00e1tov\u00e1 apokalypsa n\u00fati aj men\u0161\u00edch hr\u00e1\u010dov prebudi\u0165 sa a kone\u010dne rie\u0161i\u0165, \u010do sa s ich d\u00e1tami vlastne deje.<\/strong><\/p>\n\n\n\n<p>Za uplynul\u00fdch 12 mesiacov sa objavilo a vylep\u0161ilo mno\u017estvo sp\u00f4sobov, ako si s prepadom d\u00e1t poradi\u0165. Google Analytics 4, Server Google Tag Manager, meranie Consent Rate, Enhanced Conversions a Consent Mode pre Google Ads, Conversion API pre Facebook a \u010fal\u0161ie.<\/p>\n\n\n\n<p>Ke\u010f sme si my, mana\u017e\u00e9ri e-shopov, trochu odd\u00fdchli, d\u00e1tov\u00ed analytici za\u010dali op\u00e4\u0165 bi\u0165 na poplach: <strong>zhruba na nasleduj\u00face tri roky nastane v\u00e1kuum, ke\u010f z prehliada\u010dov zmizn\u00fa 3rd party cookies (ktor\u00e9 v\u0161etci pou\u017e\u00edvame na cielenie reklamy) a z\u00e1rove\u0148 nebude pripraven\u00e9 syst\u00e9mov\u00e9 rie\u0161enie, ako z\u00e1kazn\u00edkom na\u010falej poskytova\u0165 relevantn\u00fa reklamu, ktor\u00e1 im bude vyhovova\u0165 a v\u010faka ktorej budeme zar\u00e1ba\u0165 peniaze.<\/strong><\/p>\n\n\n\n<p><em>Z\u00e1kon ePrivacy, ktor\u00fd by mal odstr\u00e1ni\u0165 cookies li\u0161ty a umo\u017eni\u0165 pou\u017e\u00edvate\u013eom nastavova\u0165 preferencie priamo v prehliada\u010di, nevst\u00fapi do platnosti minim\u00e1lne do roku 2025.<\/em><\/p>\n\n\n\n<p>Preto som sa tohto roku op\u00e4\u0165 vydal na konferenciu <a href=\"https:\/\/www.datarestart.cz\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Data Restart<\/strong><\/a> organizovan\u00fa <strong><a href=\"https:\/\/academy.taste.cz\" target=\"_blank\" rel=\"noreferrer noopener\">Taste Academy<\/a><\/strong>, aby som si vypo\u010dul, ako sa na d\u00e1tov\u00fa apokalypsu pripravuj\u00fa najlep\u0161\u00ed d\u00e1tov\u00ed analytici v \u010cesku.<\/p>\n\n\n\n<p><strong>S\u00e1m nie som d\u00e1tov\u00fd analytik ani program\u00e1tor \u2013 tento z\u00e1pisn\u00edk p\u00ed\u0161em pre v\u0161etk\u00fdch, ktor\u00ed s\u00fa na podobn\u00fdch poz\u00edci\u00e1ch ako ja.<\/strong> M\u00e1te na starosti online marketing a ste zodpovedn\u00ed za v\u00fdkon cel\u00e9ho marketingov\u00e9ho mixu, ale nem\u00e1te po ruke program\u00e1torov ani peniaze na t\u00edm d\u00e1tov\u00fdch analytikov. Z\u00e1rove\u0148 ale potrebujete \u010falej fungova\u0165, preto\u017ee v\u00e1\u0161 biznis stoj\u00ed na online prostred\u00ed.<\/p>\n\n\n\n<p>Tak ideme na to \ud83d\ude42<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah \u010dl\u00e1nku<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Dat_o_zakaznikoch_bude_menej_odhadov_viac\" >D\u00e1t o z\u00e1kazn\u00edkoch bude menej, odhadov viac<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Technologicke_zmeny_v_prehliadacoch_%E2%80%93_koniec_cookies\" >Technologick\u00e9 zmeny v prehliada\u010doch \u2013 koniec cookies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Google_Privacy_Sandbox\" >Google Privacy Sandbox<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Czech_Ad_ID\" >Czech Ad ID<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Ako_sa_s_vypadkom_dat_popasovat_teraz_a_tu\" >Ako sa s v\u00fdpadkom d\u00e1t popasova\u0165 teraz a tu<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Nasadit_funkcnu_cookies_listu\" >Nasadi\u0165 funk\u010dn\u00fa cookies li\u0161tu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Sprevadzkujte_Google_Ads_Enhanced_Conversions\" >Sprev\u00e1dzkujte Google Ads Enhanced Conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Sprevadzkujte_Google_Consent_Mode\" >Sprev\u00e1dzkujte Google Consent Mode<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Nasadit_Facebook_Conversion_API\" >Nasadi\u0165 Facebook Conversion API<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Merajte_Consent_Rate\" >Merajte Consent Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Zacnite_pouzivat_Google_Analytics_4\" >Za\u010dnite pou\u017e\u00edva\u0165 Google Analytics 4<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Nasadit_Server_Side_Google_Tag_Manager\" >Nasadi\u0165 Server Side Google Tag Manager<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Zatraktivnit_prihlasovanie\" >Zatrakt\u00edvni\u0165 prihlasovanie<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#CRM_v_dobe_bez_cookies\" >CRM v dobe bez cookies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Spiste_si_a_merajte_vsetky_zdroje_zakaznikov_odberatelov\" >Sp\u00ed\u0161te si a merajte v\u0161etky zdroje z\u00e1kazn\u00edkov \/ odberate\u013eov<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Zberajte_vsetky_data_na_jedno_miesto\" >Zberajte v\u0161etky d\u00e1ta na jedno miesto<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Prezentacie_z_konferencie\" >Prezent\u00e1cie z konferencie<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/loudavymkrokem.cz\/sk\/datova-apokalypsa-data-restart-2022\/#Zhrnutia_od_znamych_a_agentur\" >Zhrnutia od zn\u00e1mych a agent\u00far<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dat_o_zakaznikoch_bude_menej_odhadov_viac\"><\/span>D\u00e1t o z\u00e1kazn\u00edkoch bude menej, odhadov viac<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Uplynul\u00fdch 20 rokov si online marke\u0165\u00e1ci a d\u00e1tov\u00ed analytici u\u017e\u00edvali d\u00e1tov\u00fa d\u017eung\u013eu. Merali sme v\u0161etko, v\u0161etk\u00fdch a v\u0161ade. D\u00e1t bolo to\u013eko, \u017ee nebol probl\u00e9m vytvori\u0165 kampa\u0148 s pozv\u00e1nkou na k\u00e1vu zadarmo k z\u00e1kusku pre v\u0161etk\u00fdch stredo\u0161kol\u00e1kov, ktor\u00ed sa od pondelka do piatku pohybovali v 100m okol\u00ed va\u0161ej predajne. O z\u00e1kazn\u00edkoch sme vedeli:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ak\u00e9 str\u00e1nky nav\u0161tevuj\u00fa<\/li>\n\n\n\n<li>\u010do na str\u00e1nkach robia<\/li>\n\n\n\n<li>\u010do nakupuj\u00fa<\/li>\n\n\n\n<li>o ak\u00fdch t\u00e9mach radi \u010d\u00edtaj\u00fa<\/li>\n\n\n\n<li>z ak\u00fdch zariaden\u00ed k n\u00e1m chodia<\/li>\n\n\n\n<li>ak\u00fa elektroniku pou\u017e\u00edvaj\u00fa<\/li>\n\n\n\n<li>kde pracuj\u00fa<\/li>\n\n\n\n<li>ak\u00e9 predajne\/obchody nav\u0161tevuj\u00fa<\/li>\n\n\n\n<li>\u010do robia vo vo\u013enom \u010dase<\/li>\n\n\n\n<li>&#8230;.<\/li>\n<\/ul>\n\n\n\n<p>Tomu je koniec (a v z\u00e1sade je to dobre). <strong>Pou\u017e\u00edvatelia maj\u00fa od roku 2022 pr\u00e1vo vybra\u0165 si, \u010di ich na svojom webe budeme m\u00f4c\u0165 sledova\u0165, alebo nie.<\/strong> Toto jednoduch\u00e9 opatrenie sp\u00f4sobilo, \u017ee medi\u00e1lne domy pri v\u0161etkom \u00fasil\u00ed prich\u00e1dzaj\u00fa zhruba o 20 % d\u00e1t, e-shopy pokojne o 50 %.<\/p>\n\n\n\n<p>Pou\u017e\u00edvatelia si vyberaj\u00fa preferencie pomocou tzv. cookies li\u0161ty, ktor\u00e1 v\u0161ak \u010doskoro prestane by\u0165 o cookies, preto\u017ee aj t\u00fdm onedlho odzvonia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Technologicke_zmeny_v_prehliadacoch_%E2%80%93_koniec_cookies\"><\/span>Technologick\u00e9 zmeny v prehliada\u010doch \u2013 koniec cookies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Za\u010dalo to Adblockmi, ktor\u00e9 pou\u017e\u00edvate\u013eovi v prehliada\u010di jednoducho odstra\u0148uj\u00fa reklamy z webu a zakazuj\u00fa ukladanie 3rd party cookies. Adblockery si pou\u017e\u00edvatelia in\u0161taluj\u00fa akt\u00edvne sami a d\u00e1tov\u00ed analytici sa s t\u00fdm n\u011bjak nau\u010dili \u017ei\u0165.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1<strong> \u010co s\u00fa 3rd party cookies?<\/strong> Cookies tretej strany s\u00fa cookies, ktor\u00e9 ti do prehliada\u010da uklad\u00e1 in\u00e1 str\u00e1nka, ne\u017e t\u00e1, na ktorej pr\u00e1ve si. M\u00f4\u017ee \u00eds\u0165 napr\u00edklad o cookies z reklamn\u00fdch syst\u00e9mov (napr. Google), ktor\u00e9 v\u010faka cookie sleduj\u00fa tvoj pohyb na str\u00e1nkach, na ktor\u00fdch inzeruj\u00fa.<\/p>\n\n\n\n<p>Do blokovania 3rd party cookies sa v\u0161ak pustili aj samotn\u00e9 prehliada\u010de, \u010do probl\u00e9m v\u00fdrazne zv\u00e4\u010d\u0161uje. Firefox a Safari v z\u00e1kladnom nastaven\u00ed blokuj\u00fa 3rd party cookies \u00faplne \u2013 moment\u00e1lne je t\u00fdm zasiahnut\u00fdch zhruba 30 % n\u00e1v\u0161tevnosti a toto \u010d\u00edslo bude len r\u00e1s\u0165, preto\u017ee je len ot\u00e1zkou \u010dasu, kedy podobn\u00e9 opatrenie nasadia aj ostatn\u00e9 prehliada\u010de vr\u00e1tane Google Chrome.<\/p>\n\n\n\n<p><strong>Kv\u00f4li blokovaniu 3rd party cookies prich\u00e1dzame o d\u00e1ta pre remarketing, segment\u00e1ciu z\u00e1kazn\u00edkov a \u010fal\u0161ie marketingov\u00e9 n\u00e1stroje<\/strong>, bez ktor\u00fdch mus\u00edme pri s\u00fa\u010dasnom nastaven\u00ed reklamn\u00fdch syst\u00e9mov o\u010dak\u00e1va\u0165 v\u00fdrazn\u00fd prepad tr\u017eieb.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_Privacy_Sandbox\"><\/span>Google Privacy Sandbox<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google odklad\u00e1 nasadenie blokovania do Chromu, preto\u017ee h\u013ead\u00e1 rie\u0161enie, ako meranie nahradi\u0165. Zjednodu\u0161ene povedan\u00e9: <strong>ako na\u010falej profilova\u0165 pou\u017e\u00edvate\u013eov bez potreby 3rd party d\u00e1t. Jednou zo zva\u017eovan\u00fdch ciest je Google Privacy Sandbox v Google Chrome.<\/strong> Prehliada\u010d samotn\u00fd bude d\u00e1ta na\u010falej zbiera\u0165, ale nebude ich v\u0161etky odosiela\u0165 do reklamn\u00fdch syst\u00e9mov. Poskytne im iba profil pou\u017e\u00edvate\u013ea (napr. \u017ee m\u00e1 r\u00e1d Apple iPhone).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Czech_Ad_ID\"><\/span>Czech Ad ID<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V \u010cesku vznik\u00e1 alternat\u00edvna cesta, ako profilova\u0165 pou\u017e\u00edvate\u013eov aj bez cookies. Seznam a CPEx spolo\u010dne vymysleli a spustili projekt Czech Ad ID, ktor\u00fd umo\u017en\u00ed cielenie aj bez potreby cookies. <strong>Na p\u00e1rovanie sa toti\u017e bud\u00fa pou\u017e\u00edva\u0165 e-maily.<\/strong> <em>Sounds like 2000 all over again? A \u010do GDPR?<\/em><\/p>\n\n\n\n<p>Ktoko\u013evek sa bude m\u00f4c\u0165 do Czech Ad ID zapoji\u0165, jedinou podmienkou bude pou\u017eitie jednosmern\u00e9ho \u0161ifrovania e-mailov. <strong>E-mail z\u00e1kazn\u00edka na svojej strane zaha\u0161uje\u0161 a po\u0161le\u0161 do Czech Ad ID, kde hash ulo\u017e\u00ed do datab\u00e1zy a postupne sa tak bude budova\u0165 z\u00e1kazn\u00edkov profil, na ktor\u00fd bude mo\u017en\u00e9 cieli\u0165 v r\u00e1mci programatickej reklamy.<\/strong><\/p>\n\n\n\n<p>Rovnako ako pri ostatn\u00fdch meraniach, aj k tomuto bude\u0161 potrebova\u0165 s\u00fahlas so spracovan\u00edm \u00fadajov na marketingov\u00e9 \u00fa\u010dely (Ahoj, cookies li\u0161ta!).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ako_sa_s_vypadkom_dat_popasovat_teraz_a_tu\"><\/span>Ako sa s v\u00fdpadkom d\u00e1t popasova\u0165 teraz a tu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>S poklesom po\u010dtu d\u00e1t a ich relevantnosti ti bude klesa\u0165 v\u00fdkon rekl\u00e1m (minim\u00e1lne pod\u013ea reportov z reklamn\u00fdch syst\u00e9mov) a je jedno, kde a za ko\u013eko inzeruje\u0161. Pozrime sa na to, \u010do m\u00f4\u017ee\u0161 pre z\u00e1chranu d\u00e1t urobi\u0165 pr\u00e1ve teraz <em>(analytici prep\u00e1\u010dia, ale nie \u2013 be\u017en\u00fd slovensk\u00fd e-shop tento stack n\u00e1strojov rozhodne e\u0161te nasaden\u00fd nem\u00e1 \ud83d\ude43)<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nasadit_funkcnu_cookies_listu\"><\/span>Nasadi\u0165 funk\u010dn\u00fa cookies li\u0161tu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Povedzme si to na rovinu: ty nem\u00e1\u0161 funk\u010dn\u00fa cookies li\u0161tu, my nem\u00e1me funk\u010dn\u00fa cookies li\u0161tu&#8230; doteraz boli d\u00e1ta pr\u00edli\u0161 cenn\u00e9 na to, aby sme ich dobrovo\u013ene str\u00e1cali nasaden\u00edm li\u0161ti\u010dky, ktor\u00fa pou\u017e\u00edvatelia bezmy\u0161lienkovite zatv\u00e1raj\u00fa.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/cookies-taste.png\" alt=\"Pr\u00edklad funk\u010dnej cookies li\u0161ty\" class=\"wp-image-58313\" title=\"\"><\/figure>\n<\/div>\n\n\n<p><strong>Funk\u010dn\u00e1 cookies li\u0161ta znamen\u00e1, \u017ee na webe nesp\u00fa\u0161\u0165ame \u017eiadne meranie, k\u00fdm n\u00e1m to pou\u017e\u00edvate\u013e explicitne nedovol\u00ed.<\/strong> Nemeriam ani vtedy, ke\u010f mi to pou\u017e\u00edvate\u013e nezak\u00e1\u017ee (teda li\u0161tu zavrie alebo ju ignoruje).<\/p>\n\n\n\n<p><strong>Reklamn\u00e9 syst\u00e9my funk\u010dn\u00fa li\u0161tu za\u010d\u00ednaj\u00fa vy\u017eadova\u0165 a bez nej sa u\u017e z miesta nepohne\u0161.<\/strong> Na konferencii som po\u010dul hne\u010f nieko\u013eko pr\u00edbehov o tom, \u017ee Google e-shopu zablokoval cel\u00fd Ads \u00fa\u010det, preto\u017ee nezbierali od pou\u017e\u00edvate\u013eov s\u00fahlasy.<\/p>\n\n\n\n<p>V pr\u00edpade nasadenia <em>Google Enhanced Conversions<\/em> \u0165a Google u\u017e priamo \u017eiada, aby si sprev\u00e1dzkoval <em>Google Consent Mode<\/em>, pre ktor\u00e9ho funk\u010dnos\u0165 je potrebn\u00e1 spr\u00e1vne nasaden\u00e1 li\u0161ta.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1Ako nasadi\u0165 cookies li\u0161tu? Vysk\u00fa\u0161aj n\u00e1stroj <a href=\"https:\/\/www.cookiebot.com\" target=\"_blank\" rel=\"noreferrer noopener\">Cookiebot<\/a>. Vyjde max. na 50 USD mesa\u010dne a m\u00e1 v sebe v\u0161etko, \u010do potrebuje\u0161. My na \u0148om jazd\u00edme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sprevadzkujte_Google_Ads_Enhanced_Conversions\"><\/span>Sprev\u00e1dzkujte Google Ads Enhanced Conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ak pou\u017e\u00edva\u0161 Shoptet alebo in\u00e9 krabicov\u00e9 rie\u0161enie, nasadenie Google Enhanced Conversions je hra\u010dka \u2013 sta\u010d\u00ed do pluginu doplni\u0165 token. \u010co to rob\u00ed?<\/p>\n\n\n\n<p><strong>Tvoj e-shop v r\u00e1mci tejto funkcie odosiela zaha\u0161ovan\u00e9 1st party d\u00e1ta (d\u00e1ta o z\u00e1kazn\u00edkoch, ktor\u00e9 ti poskytli v r\u00e1mci objedn\u00e1vky) do Googlu a ten ich porovn\u00e1va s \u010fal\u0161\u00edmi d\u00e1tami a dopo\u010d\u00edtava pr\u00edpadn\u00e9 konverzie.<\/strong> V\u00fdsledkom je tzv. <strong>lift<\/strong>, teda percentu\u00e1lne vyjadrenie toho, o ko\u013eko konverzi\u00ed viac priradil Google ku Google Ads reklam\u00e1m.<\/p>\n\n\n\n<p>V\u00fdsledkom je presnej\u0161\u00ed reporting, lep\u0161ia atrib\u00facia konverzi\u00ed a lep\u0161ia data-driven optimaliz\u00e1cia rekl\u00e1m. Enhanced Conversions pou\u017e\u00edvaj s\u00fa\u010dasne s be\u017en\u00fdm Google Analytics meran\u00edm.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1Ako nasadi\u0165 Google Enhanced Conversions? <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10172785?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Napr\u00edklad cez GTM<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sprevadzkujte_Google_Consent_Mode\"><\/span>Sprev\u00e1dzkujte Google Consent Mode<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>S nasaden\u00edm cookies li\u0161ty by si mal automaticky nasadi\u0165 aj Google Consent Mode.<\/strong> Je to otvoren\u00e9 API od Googlu, ktor\u00e9 prij\u00edma inform\u00e1cie o s\u00fahlase\/nes\u00fahlase pou\u017e\u00edvate\u013eov s meran\u00edm. <strong>Vie vyu\u017ei\u0165 aj anonymizovan\u00e9 d\u00e1ta od \u013eud\u00ed, ktor\u00ed s meran\u00edm nes\u00fahlasili.<\/strong> Tie s\u00edce neuvid\u00ed\u0161 v Google Analytics, ale Google ich vyu\u017e\u00edva na \u010fal\u0161ie modelovanie a dopo\u010d\u00edtavanie d\u00e1t.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1Ako nasadi\u0165 Google Consent Mode? Odpor\u00fa\u010dam <a href=\"https:\/\/blog.h1.cz\/aktualne\/google-consent-mode-aneb-rezim-souhlasu-s-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>s\u00e9riu \u010dl\u00e1nkov<\/strong><\/a> od H1.cz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nasadit_Facebook_Conversion_API\"><\/span>Nasadi\u0165 Facebook Conversion API<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ak inzeruje\u0161 na Facebooku, vyu\u017e\u00edvaj ich Conversion API. Je to podobn\u00e1 funkcia ako Google Enhanced Conversions. Odosielaj\u00fa sa inform\u00e1cie o objedn\u00e1vkach alternat\u00edvnou cestou do Facebooku bez z\u00e1vislosti na nastaven\u00ed prehliada\u010da. Facebook v\u010faka tomu lep\u0161ie prira\u010fuje a dopo\u010d\u00edtava konverzie.<\/p>\n\n\n\n<p>CAPI je myslen\u00e9 ako komplement k Meta Pixelu, ide\u00e1lne je teda odosiela\u0165 d\u00e1ta oboma sp\u00f4sobmi.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1 Ako nasadi\u0165 Facebook Conversion API? Pre\u010d\u00edtaj si \u010dl\u00e1nok na <strong><a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-conversions-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">cernovsky.cz<\/a><\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Merajte_Consent_Rate\"><\/span>Merajte Consent Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Po nasaden\u00ed cookies li\u0161ty nem\u00e1\u0161 hotovo. Potrebuje\u0161 mera\u0165 po\u010det s\u00fahlasov, po\u010det nes\u00fahlasov a po\u010det \u013eud\u00ed, ktor\u00ed spadaj\u00fa do \u0161edej z\u00f3ny (nevyjadria ani s\u00fahlas, ani nes\u00fahlas). To dohromady tvor\u00ed Consent Rate.<\/p>\n\n\n\n<p>Porovn\u00e1va\u0161 po\u010det zobrazen\u00ed str\u00e1nok so s\u00fahlasom a vydel\u00ed\u0161 ho po\u010dtom v\u0161etk\u00fdch zobrazen\u00ed str\u00e1nok. <strong>V\u010faka tomu zist\u00ed\u0161, o ko\u013eko d\u00e1t v analytike vlastne prich\u00e1dza\u0161.<\/strong><\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1<strong>Ako nasadi\u0165 meranie Consent Rate?<\/strong> Pom\u00f4\u017eu ti v <strong><a href=\"https:\/\/taste.cz\" target=\"_blank\" rel=\"noreferrer noopener\">Taste<\/a><\/strong>, kde maj\u00fa rovnomenn\u00fd n\u00e1stroj u\u017e pripraven\u00fd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zacnite_pouzivat_Google_Analytics_4\"><\/span>Za\u010dnite pou\u017e\u00edva\u0165 Google Analytics 4<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u00c1no! Nasa\u010f meranie Google Analytics 4 (GA4) \u010do najsk\u00f4r. M\u00f4\u017ee\u0161 pou\u017e\u00edva\u0165 Universal Analytics (aktu\u00e1lny Analytics od Googlu) aj GA4 s\u00fa\u010dasne, ale hlavne sa u\u010d.<\/p>\n\n\n\n<p>Od j\u00fala 2023 UA kon\u010d\u00ed a bude\u0161 n\u00faten\u00fd pou\u017e\u00edva\u0165 GA4. GA4 pristupuj\u00fa k meraniu v\u00fdrazne inak a na prv\u00fd poh\u013ead sa ti m\u00f4\u017ee zda\u0165, \u017ee v nich nen\u00e1jde\u0161 inform\u00e1cie, ktor\u00e9 si be\u017ene prezer\u00e1val v UA. \u010ciasto\u010dne je to pravda. <strong>Niektor\u00e9 d\u00e1ta, ktor\u00e9 sa ti zobrazuj\u00fa v UA, toti\u017e v bud\u00facnosti jednoducho nezmeria\u0161 a GA4 s nimi ani nepo\u010d\u00edtaj\u00fa.<\/strong><\/p>\n\n\n\n<p><strong>Naopak po\u010d\u00edtaj\u00fa s t\u00fdm, \u017ee im odosiela\u0161 ne\u00fapln\u00e9 d\u00e1ta.<\/strong> GA4 pomocou algoritmov automaticky modeluj\u00fa d\u00e1ta a dopo\u010d\u00edtavaj\u00fa ch\u00fdbaj\u00face hodnoty. Po nasaden\u00ed cookies li\u0161ty bude\u0161 ma\u0165 v GA4 kvalitnej\u0161ie d\u00e1ta ako v UA.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1 <strong>Ako za\u010da\u0165 s Google Analytics 4?<\/strong> Ide\u00e1lne si n\u00e1jdi \u0161kolenie. V\u00fdbornou vo\u013ebou je <strong><a href=\"https:\/\/academy.taste.cz\/google-analytics-4-masterclass\" target=\"_blank\" rel=\"noreferrer noopener\">masterclass<\/a><\/strong> od \u010desk\u00e9ho guru Jana Tich\u00e9ho.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nasadit_Server_Side_Google_Tag_Manager\"><\/span>Nasadi\u0165 Server Side Google Tag Manager<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>T\u00e1to mo\u017enos\u0165 je sk\u00f4r pre t\u00fdch, ktor\u00ed maj\u00fa e-shopy na vlastnom rie\u0161en\u00ed a m\u00f4\u017eu zasahova\u0165 do serverov. Pou\u017e\u00edvan\u00edm Server Side GTM teoreticky neprich\u00e1dza\u0161 o d\u00e1ta kv\u00f4li nemo\u017enosti pou\u017eitia cookies, preto\u017ee v\u0161etko meria\u0161 na strane servera a nie si z\u00e1visl\u00fd na nastaven\u00ed prehliada\u010da.<\/p>\n\n\n\n<p><strong>Zber d\u00e1t na strane servera ti pom\u00f4\u017ee pri modelovan\u00ed, preto\u017ee ich m\u00f4\u017ee\u0161 porovna\u0165 s d\u00e1tami nameran\u00fdmi merac\u00edmi k\u00f3dmi v Google Analytics.<\/strong> Nezabudni ale, \u017ee aj pre server-side meranie potrebuje\u0161 s\u00fahlas pou\u017e\u00edvate\u013ea \u2013 bez oh\u013eadu na to, \u010di d\u00e1ta niekam odosiela\u0161, alebo nie.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zatraktivnit_prihlasovanie\"><\/span>Zatrakt\u00edvni\u0165 prihlasovanie<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>D\u00e1ta, ktor\u00e9 o z\u00e1kazn\u00edkoch nazbiera\u0161 s\u00e1m do svojho CRM syst\u00e9mu, bud\u00fa \u010doraz cennej\u0161ie a bude ich potrebn\u00e9 odosiela\u0165 do reklamn\u00fdch syst\u00e9mov (Czech Ad ID). Tvojou \u00falohou je teda vymyslie\u0165, ako pou\u017e\u00edvate\u013eov motivova\u0165, aby ti odovzdali kontakt (e-mail alebo telef\u00f3n). <strong>Chce\u0161, aby sa \u010do najviac \u013eud\u00ed na tvojom webe prihl\u00e1silo.<\/strong> P\u00e1r n\u00e1padov:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>n\u00e1kupn\u00fd ko\u0161\u00edk naprie\u010d zariadeniami<\/li>\n\n\n\n<li>ukladanie ve\u013ekost\u00ed na m\u00f3dnych e-shopoch<\/li>\n\n\n\n<li>\u010dlensk\u00e9 sekcie so zauj\u00edmav\u00fdm obsahom alebo ponukami<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CRM_v_dobe_bez_cookies\"><\/span>CRM v dobe bez cookies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>D\u00e1ta o z\u00e1kazn\u00edkoch boli d\u00f4le\u017eit\u00e9 v\u017edy, ale probl\u00e9my s meran\u00edm (a s t\u00fdm rast\u00face n\u00e1klady na reklamu) n\u00fatia market\u00e9rov venova\u0165 sa aj t\u00fdm \u201emenej atrakt\u00edvnym&#8220; sp\u00f4sobom komunik\u00e1cie \u2013 predov\u0161etk\u00fdm pr\u00e1ci s datab\u00e1zou z\u00e1kazn\u00edkov. <strong>Povedz mi, kedy si naposledy zavolal z\u00e1kazn\u00edkovi a po\u010fakoval mu za objedn\u00e1vku?<\/strong><\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">\ud83d\udca1\u010co je CRM (= Customer Relationship Management)? CRM je ak\u00fdko\u013evek n\u00e1stroj, kde zbiera\u0161 d\u00e1ta o z\u00e1kazn\u00edkoch. M\u00f4\u017ee n\u00edm by\u0165 Excel, e-shopov\u00e9 rie\u0161enie, mailingov\u00fd n\u00e1stroj&#8230;<\/p>\n\n\n\n<p>Tvoje CRM je studnica inform\u00e1ci\u00ed, ktor\u00e1 \u010dak\u00e1 na vyta\u017eenie. Ak spr\u00e1vne prepoj\u00ed\u0161 d\u00e1ta, m\u00f4\u017ee\u0161 sa aj bez cookies dozvedie\u0165:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ktor\u00e9 kan\u00e1ly ti priv\u00e1dzaj\u00fa nov\u00fdch z\u00e1kazn\u00edkov<\/li>\n\n\n\n<li>\u010co z\u00e1kazn\u00edkov priviedlo k registr\u00e1cii u teba<\/li>\n\n\n\n<li>Kto s\u00fa tvoji vern\u00ed z\u00e1kazn\u00edci<\/li>\n\n\n\n<li>Pre\u010do z\u00e1kazn\u00edci odch\u00e1dzaj\u00fa a \u010do im pon\u00faknu\u0165<\/li>\n<\/ul>\n\n\n\n<p>V r\u00e1mci CRM m\u00f4\u017ee\u0161 vykon\u00e1va\u0165 segment\u00e1ciu (pod\u013ea zak\u00fapen\u00fdch polo\u017eiek, frekvencie n\u00e1kupov, hodnoty objedn\u00e1vok at\u010f.) a z t\u00fdchto segmentov vytv\u00e1ra\u0165 publik\u00e1, na ktor\u00e9 m\u00f4\u017ee\u0161 sp\u00fa\u0161\u0165a\u0165 cielen\u00e9 kampane (display reklama, e-mail marketing, telefon\u00e1ty at\u010f.).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Odpor\u00fa\u010dam za\u010da\u0165 auditom tvojho mailingu, ktor\u00fd u v\u00e4\u010d\u0161iny e-shopov pova\u017eujem za <strong>low-hanging fruit<\/strong> \u2013 teda pr\u00edle\u017eitos\u0165 zarobi\u0165 viac pe\u0148az\u00ed s minim\u00e1lnym vynalo\u017een\u00fdm \u00fasil\u00edm.<\/li>\n\n\n\n<li><strong>Na vyhodnotenie mailingovej kampane sa nemus\u00ed\u0161 spolieha\u0165 na webov\u00e9 meranie<\/strong> \u2013 pou\u017eitie z\u013eavov\u00fdch kup\u00f3nov spo\u013eahlivo zmeria\u0161 v r\u00e1mci svojej CRM datab\u00e1zy.<\/li>\n\n\n\n<li>M\u00e1\u0161 reaktiva\u010dn\u00fa kampa\u0148 v mailingu, ale \u013eudia v nej neotv\u00e1raj\u00fa e-maily? Pou\u017eij tento segment, exportuj d\u00e1ta do Facebooku\/Googlu a sk\u00fas na neho to ist\u00e9 posolstvo posla\u0165 pomocou platenej reklamy.<\/li>\n\n\n\n<li>Venuj sa svojim TOP z\u00e1kazn\u00edkom \u2013 m\u00f4\u017ee\u0161 im osobne vola\u0165 k narodenin\u00e1m a p\u00fdta\u0165 sa, \u010do by im urobilo rados\u0165.<\/li>\n\n\n\n<li>M\u00f4\u017ee\u0161 vola\u0165 z\u00e1kazn\u00edkom, ktor\u00ed u teba u\u017e rok nenak\u00fapili \u2013 nie predajne, len sa op\u00fdta\u0165, pre\u010do u\u017e nenakupuj\u00fa.<\/li>\n\n\n\n<li>Nastav si napr\u00edklad mailov\u00fa automatiz\u00e1ciu (alebo volaj) z\u00e1kazn\u00edkom, ktor\u00ed si objednali za ve\u013ea pe\u0148az\u00ed, ale z\u00e1sielka le\u017e\u00ed na v\u00fddajnom mieste a hroz\u00ed, \u017ee sa ti vr\u00e1ti sp\u00e4\u0165.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/appeltauer-mailing.png\" alt=\"CRM a mailing v dobe bez cookies \u2013 tipy z Data Restart 2022\" class=\"wp-image-58315\" title=\"\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Spiste_si_a_merajte_vsetky_zdroje_zakaznikov_odberatelov\"><\/span>Sp\u00ed\u0161te si a merajte v\u0161etky zdroje z\u00e1kazn\u00edkov \/ odberate\u013eov<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pravdepodobne bude\u0161 prekvapen\u00fd po\u010dtom sp\u00f4sobov, ktor\u00fdmi sa ti v datab\u00e1ze objavuj\u00fa z\u00e1kazn\u00edci alebo kontakty. Sp\u00ed\u0161 si v\u0161etky zdroje, pozri sa na ne a pr\u00edpadne ich optimalizuj (pridaj odmeny at\u010f.). Odkia\u013e sa be\u017ene dost\u00e1vaj\u00fa z\u00e1kazn\u00edci do syst\u00e9mu:<\/p>\n\n\n\n<p><strong>Pri n\u00e1v\u0161teve webu<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>prihl\u00e1senie k newsletteru v p\u00e4ti\u010dke<\/li>\n\n\n\n<li>prihl\u00e1senie k newsletteru z pop-upu<\/li>\n\n\n\n<li>prihl\u00e1senie k newsletteru zo z\u013eavovej akcie<\/li>\n<\/ul>\n\n\n\n<p><strong>Pri n\u00e1kupe v ko\u0161\u00edku<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>n\u00e1kup bez registr\u00e1cie, ale s prihl\u00e1sen\u00edm k newsletteru<\/li>\n\n\n\n<li>registr\u00e1cia pri n\u00e1kupe<\/li>\n<\/ul>\n\n\n\n<p><strong>Z kampan\u00ed<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>prihl\u00e1senie k newsletteru z kampane na FB<\/li>\n<\/ul>\n\n\n\n<p><strong>Offline<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>registr\u00e1cia na predajni<\/li>\n\n\n\n<li>prihl\u00e1senie v offline s\u00fa\u0165a\u017ei na ve\u013etrhu<\/li>\n<\/ul>\n\n\n\n<p>Sp\u00f4sobov registr\u00e1cie je ove\u013ea viac, ale s ka\u017ed\u00fdm zdrojom bude\u0161 pracova\u0165 inak. N\u00e1sledne si zisti, ako s jednotliv\u00fdmi skupinami pracuje\u0161 a \u010di sa d\u00e1 nie\u010do vylep\u0161i\u0165. Napr\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ozna\u010duje\u0161 si v datab\u00e1ze, z ak\u00e9ho zdroja kontakt pri\u0161iel?<\/li>\n\n\n\n<li>ak\u00e9 newslettery im chodia?<\/li>\n\n\n\n<li>ak\u00e9 onboardingov\u00e9 kampane na nich be\u017eia?<\/li>\n\n\n\n<li>maj\u00fa vlastn\u00fd predajn\u00fd funnel?<\/li>\n\n\n\n<li>\u010do s nimi chce\u0161 robi\u0165 \u010falej?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zberajte_vsetky_data_na_jedno_miesto\"><\/span><strong>Zberajte v\u0161etky d\u00e1ta na jedno miesto<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Vyber si nejak\u00fd syst\u00e9m, kde bude\u0161 d\u00e1ta zhroma\u017e\u010fova\u0165. Ja na to pou\u017e\u00edvam napr\u00edklad <a href=\"https:\/\/loudavymkrokem.cz\/sk\/ecomail-recenzia\/\">Ecomail<\/a>. \u010co v\u0161etko o z\u00e1kazn\u00edkoch vie\u0161 a m\u00f4\u017ee\u0161 vyu\u017ei\u0165 v kampaniach? Napr\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>pohlavie<\/li>\n\n\n\n<li>meno<\/li>\n\n\n\n<li>e-mail<\/li>\n\n\n\n<li>telef\u00f3n<\/li>\n\n\n\n<li>sviatok, narodeniny<\/li>\n\n\n\n<li>d\u00e1tum registr\u00e1cie<\/li>\n\n\n\n<li>zdroj registr\u00e1cie<\/li>\n\n\n\n<li>d\u00f4vod registr\u00e1cie<\/li>\n\n\n\n<li>nakupovan\u00e9 kateg\u00f3rie<\/li>\n\n\n\n<li>nakupovan\u00fd tovar<\/li>\n\n\n\n<li>frekvencia n\u00e1kupov<\/li>\n\n\n\n<li>hodnota n\u00e1kupov<\/li>\n\n\n\n<li>reakcia na mail at\u010f.<\/li>\n<\/ul>\n\n\n\n<p><strong>A potom experimentuj. \u263a\ufe0f<\/strong> Mo\u017enost\u00ed vyu\u017eitia datab\u00e1zy je takmer nekone\u010dno. Mno\u017estvo tipov n\u00e1jde\u0161 v na\u0161ej <a href=\"https:\/\/loudavymkrokem.cz\/sk\/ecomail-recenzia\/\"><strong>recenzii na Ecomail<\/strong><\/a> a v \u010dl\u00e1nku s <a href=\"https:\/\/loudavymkrokem.cz\/sk\/18-tipov-ako-na-e-mail-marketing-aby-zarabal-tisice\/\"><strong>konkr\u00e9tnymi 18 tipmi na e-mailov\u00e9 kampane<\/strong><\/a>.<\/p>\n\n\n\n<p>Na konferencii toho odznelo ove\u013ea viac \u2013 pre z\u00e1ujemcov priklad\u00e1m zoznam v\u0161etk\u00fdch prezent\u00e1ci\u00ed na stiahnutie. Nezabudni sa <a href=\"https:\/\/www.datarestart.cz\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>prihl\u00e1si\u0165 na \u010fal\u0161\u00ed ro\u010dn\u00edk<\/strong><\/a> \ud83d\ude09<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prezentacie_z_konferencie\"><\/span>Prezent\u00e1cie z konferencie<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jan Tich\u00fd:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-jan-tichy-analytika-je-mrtva-at-zije-analytika\" target=\"_blank\" rel=\"noopener\">Keynote: Analytika je m\u0155tva. Nech \u017eije analytika!<\/a><\/li>\n\n\n\n<li>Pavel Ja\u0161ek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-pavel-jasek-jak-se-ridi-vykonnostni-marketing-s-nedokonalymi-daty\" target=\"_blank\" rel=\"noreferrer noopener\">Ako sa riadi v\u00fdkonnostn\u00fd marketing s nedokonal\u00fdmi d\u00e1tami<\/a><\/li>\n\n\n\n<li>Dominik Kosorin a Luk\u00e1\u0161 \u0160mol:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-dominik-kosorin-lukas-smol-czech-ad-id\" target=\"_blank\" rel=\"noreferrer noopener\">Czech Ad ID<\/a><\/li>\n\n\n\n<li>Radek Kupr:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-radek-kupr-consent-rate\" target=\"_blank\" rel=\"noopener\">Consent Rate alebo ako sme vyrie\u0161ili prepad d\u00e1t<\/a><\/li>\n\n\n\n<li>Marina Mchedlishvili:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-marina-mchedlishvili-how-to-build-a-strong-data-strategy-in-a-post-cookie-era\" target=\"_blank\" rel=\"noreferrer noopener\">How to build strong data strategies in a post-cookie era<\/a><\/li>\n\n\n\n<li>Tom\u00e1\u0161 Bouma:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-tomas-bouma-data-mesh-a-personalizacni-use-case-v-realite\" target=\"_blank\" rel=\"noreferrer noopener\">Data Mesh a personaliza\u010dn\u00fd use-case v realite<\/a><\/li>\n\n\n\n<li>Hana Barto\u0148kov\u00e1 a Vojt\u011bch \u0158\u00edha:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-hana-bartonkova-vojtech-riha-kolik-mi-vydela-jeden-clanek-aneb-jak-propojit-webovou-analytiku-s-inzerci\" target=\"_blank\" rel=\"noreferrer noopener\">Ko\u013eko mi zarob\u00ed jeden \u010dl\u00e1nok? alebo ako prepoji\u0165 webov\u00fa analytiku s inzerciou<\/a><\/li>\n\n\n\n<li>Linda Appeltauer:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-linda-appeltauer-crm-ve-svete-bez-cookies-prilezitosti-a-uskali\" target=\"_blank\" rel=\"noreferrer noopener\">CRM vo svete bez cookies: pr\u00edle\u017eitosti a \u00faskalia<\/a><\/li>\n\n\n\n<li>Roman Appeltauer:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-roman-appeltauer-aktivace-first-party-dat-pomoci-sgtm\" target=\"_blank\" rel=\"noreferrer noopener\">Aktiv\u00e1cia first-party d\u00e1t pomocou SGTM<\/a><\/li>\n\n\n\n<li>Michal Schejbal:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-michal-schejbal-predavani-udaju-mimo-eu\" target=\"_blank\" rel=\"noreferrer noopener\">Problematika odovzd\u00e1vania d\u00e1t do tret\u00edch kraj\u00edn mimo E\u00da<\/a><\/li>\n\n\n\n<li>David Vor\u00e1\u010dek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-david-voracek-priprava-medialniho-domu-na-dobu-po-konci-cookies-tretich-stran\" target=\"_blank\" rel=\"noreferrer noopener\">Pr\u00edprava medi\u00e1lneho domu na dobu po konci cookies tret\u00edch str\u00e1n<\/a><\/li>\n\n\n\n<li>David Janou\u0161ek:&nbsp;<a href=\"https:\/\/www.slideshare.net\/tastecz\/data-restart-2022-david-janousek-jak-na-vykonnostni-kampane-v-obdobi-cookie-apokalypsy\" target=\"_blank\" rel=\"noreferrer noopener\">Ako na v\u00fdkonnostn\u00e9 kampane v obdob\u00ed cookie apokalypsy<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zhrnutia_od_znamych_a_agentur\"><\/span>Zhrnutia od zn\u00e1mych a agent\u00far<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.digiamo.cz\/blog\/data-restart-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zhrnutie Data Restartu od Digiamo<\/a><\/li>\n<\/ul>\n\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00fd svet prich\u00e1dza o d\u00e1ta \u2013 ako sa s t\u00fdm e-shopy vysporiadaj\u00fa? Preh\u013ead n\u00e1strojov, ktor\u00e9 ti pom\u00f4\u017eu hne\u010f teraz.<\/p>\n","protected":false},"author":2,"featured_media":62023,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","rank_math_title":"D\u00e1tov\u00e1 apokalypsa: Data Restart 2022 \u2013 \u010do robi\u0165 teraz","rank_math_description":"D\u00e1tov\u00e1 apokalypsa v online marketingu je tu. Zisti, ako e-shopy bojuj\u00fa so stratou d\u00e1t a ak\u00e9 n\u00e1stroje ti pom\u00f4\u017eu pre\u017ei\u0165 \u00e9ru bez cookies.","rank_math_focus_keyword":"d\u00e1tov\u00e1 apokalypsa","rank_math_seo_score":""},"categories":[962],"tags":[],"class_list":{"0":"post-199852","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"acf":[],"featured_image_src":"https:\/\/loudavymkrokem.cz\/wp-content\/uploads\/2022\/11\/data-restart.png","author_info":{"display_name":"Luk\u00e1\u0161 Kone\u010dn\u00fd","author_link":"https:\/\/loudavymkrokem.cz\/sk\/author\/lukas-konecny\/"},"_links":{"self":[{"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/posts\/199852","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/comments?post=199852"}],"version-history":[{"count":3,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/posts\/199852\/revisions"}],"predecessor-version":[{"id":218333,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/posts\/199852\/revisions\/218333"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/media\/62023"}],"wp:attachment":[{"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/media?parent=199852"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/categories?post=199852"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/sk\/wp-json\/wp\/v2\/tags?post=199852"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}