{"id":669,"date":"2015-05-28T00:00:00","date_gmt":"2015-05-27T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/05\/28\/analiza-paraliza-in-drugi-izzivi-digitalne-analitike\/"},"modified":"2023-04-28T09:07:48","modified_gmt":"2023-04-28T07:07:48","slug":"analiza-paraliza-drugi-izzivi-digitalne-analitike","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/analiza-paraliza-drugi-izzivi-digitalne-analitike\/","title":{"rendered":"Analiza paraliza in drugi izzivi digitalne analitike"},"content":{"rendered":"

V pisarni se je oglasil dober prijatelj, lastnik\u00a0kreativne agencije, specializirane za ogla\u0161evalske nate\u010daje<\/a>. Pogovor se je, kot ve\u010dina drugih v na\u0161em slu\u017ebenem \u010dasu, vrtel okoli pove\u010danja posla.\u00a0Kako do ve\u010d povpra\u0161evanj?<\/strong>\u00a0Kako priti v stik s potencialnimi naro\u010dniki? Za za\u010detek sem predlagal kratek pregled, kak\u0161na je sploh trenutna (digitalna) slika. \u201cKaj ti poka\u017ee spletna analitika?\u201d Podobnih odgovorov sem sli\u0161al \u017ee veliko:\u201dAh, tega je \u010disto preve\u010d. Kje naj sploh za\u010dnem \u2026\u201d
\nDigitalna analitika je v\u010dasih kot tista (slaba) \u0161ala o spravljanju slona v hladilnik.<\/strong>\u00a0Kakorkoli posku\u0161ate, se ril\u010daste zverine ne da prijeti, zgrabiti, obrniti. Kjerkoli se je lotite, je prevelika, prostora pa premalo. Re\u0161itvi sta dve: lahko kupite ve\u010dji hladilnik (= vlo\u017eite ve\u010d resursov) ali pa se odlo\u010dite, kateri (naj mi ljubitelji \u017eivali oprostijo) deli slona so vam najbolj zanimivi.<\/p>\n

Poanta digitalne analitike ni v spremljanju vsega, kar se da spremljati in merjenju vsega, kar se da izmeriti. Neko\u010d sem na\u00a0enem od\u00a0dogodkov DMS\u00a0<\/a>dogodku sli\u0161al izjavo:\u201cMi merimo vse in na koncu izmerimo \u0161e, kaj vse smo izmerili!<\/em>\u201d. Karikatura naj bi prikazala, kako so v podjetju naklonjeni analitiki in kako dobro zbirajo podatke.\u00a0Naj gre za big data, small data ali nekje-vmes data, zbiranje podatkov, iz katerih na koncu ne morete narediti ni\u010d, je samo hobi.<\/strong>\u00a0Zbirateljstvo.<\/p>\n

Zakaj iz podatkov, ki jih daje spletna analitika, ne morete narediti ni\u010d?<\/h2>\n

Za za\u010detek zato, ker se posku\u0161ate odlo\u010dati na podlagi podatkov, ne informacij.\u00a0\u0160ele z obdelavo podatkov pridete do informacij, ki vam povedo nekaj uporabnega.<\/strong>\u00a0Fokus na zbiranje podatkov je kot zbiranje gradbenega materiala na gradbi\u0161\u010du \u2013 je nujno potreben, a samo zato, ker smo na kup stresli par ceglov in tri vre\u010de cementa, \u0161e nimamo hi\u0161e.<\/p>\n

Google analitika v kontekstu<\/h3>\n

Obdelava podatkov, ki jih za vas zbirajo npr. Google Analytics, potrebuje kontekst: vpra\u0161anje, poslovni problem, hipotezo. Kateri ogla\u0161evalski kanal nam prinese najve\u010d kupcev? Ali ve\u010d prodamo kupcem, ki si izdelajo spletni izris kuhinje? \u010ce najprej poka\u017eemo datum monta\u017ee in \u0161ele nato ceno, ali dobimo ve\u010d povpra\u0161evanj? Vpra\u0161anja so seveda lahko bolj ali manj pametna, uporabna, delno uporabna ali povsem neuporabna \u2013 ni pomembno.\u00a0Kar \u0161teje, je pristop k izrabi digitalne analitike; slu\u017ei naj rasti podjetja, dvigu prodaje, rasti povpra\u0161evanj ali, \u010de ste ljubitelj buzzwordov, growth hackingu.<\/strong>\u00a0Iz podatkov boste za\u010deli ustvarjati informacije, ko se odlo\u010dite, kaj \u017eelite vedeti \u2013 digitalna analitika ima zelo verjetno odgovor. Direktorjem prodaje in marketinga bi se ob tem morale vsaj malo zasvetiti o\u010di.<\/p>\n

Analiza paraliza<\/h2>\n

Prakti\u010dno neskon\u010dna ponudba digitalna analitike marsikoga zapelje v zbirateljstvo podatkov in nastavljenje vseh mo\u017enih metrik, da ja ne bodo zgre\u0161ili kak\u0161ne interakcije ali klika. Dr\u017ei, \u0161e vedno bolje, kot \u010de ne merite ni\u010desar in ostanete tudi brez histori\u010dnih podatkov.\u00a0Obenem se ob obilju podatkov hitro po\u010dutimo kar nekoliko paralizirani \u2013 kaj je sploh pomembno in \u010demu naj namenim svoj \u010das?!<\/strong>\u00a0Kot bi pakirali za po\u010ditnice: obi\u010dajno v kufer stla\u010dite polovico omare in po vrnitvi domov ugotovite, da niste potrebovali skoraj ni\u010desar, vseeno pa ste okoli tovorili te\u017eek kov\u010dek in se po\u010dutili ni\u010d kaj \u201cbackpackersko\u201d okretno. Da se izognemo\u00a0analizi paralizi<\/em><\/strong>, lahko za za\u010detek zapi\u0161emo samo 5 vpra\u0161anj, ki nas zanimajo (beri zgoraj: ni pomembno, kako dobra so, nekje je treba za\u010deti) in vzamemo samo tiste podatke, ki so res nujni za odgovore. Vse ostalo, kar bi-neko\u010d-utegnili-rabiti, pustimo pri miru.\u00a0\u017delimo spoznati na\u0161ega kupca, da mu lahko prodamo ve\u010d, ne zbirati podatkov za hobi.<\/strong><\/p>\n

\n
\n
\n

\"spremljanje-uporabnikovih-interakcij-2\"<\/p>\n

Lahko spremljamo \u010disto vse, kar se dogaja v interakciji z uporabnikom \u2026<\/p>\n<\/div>\n<\/div>\n

\n
\n

\"uporabno-spremljanje-uporabnikovih-interakcij-4\"<\/p>\n

\u2026 ali pa vzamemo le tisto, kar nam pomaga do informacij in odgovorov na pomembna vpra\u0161anja.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

Spletna analitika se za\u010dne z vpra\u0161anji, ne podatki<\/h2>\n

Prodajnike zagotovo zanima, kako lahko prodajo ve\u010d. Marketingarje tudi oz. bi jih moralo. V taki obliki je vpra\u0161anje sicer neuporabno, nam pa \u017ee lahko slu\u017ei za podvpra\u0161anja: komu trenutno prodamo najve\u010d? Kako se na spletni strani obna\u0161ajo najbolj pogosti kupci? Kateri produkt se bolje prodaja preko tega kanala in kateri preko onega? Koliko obiskov je potrebnih, da nam kupec odda povpra\u0161evanje? Na vse to pa \u017ee lahko najdemo odgovore s pomo\u010djo digitalne analitike, na njihovi podlagi pripravimo spremembe in jih \u2013 testiramo.<\/p>\n

Digitalna analitika kot orodje<\/h3>\n

\u010ce za\u010dnemo na digitalno analitiko gledati kot na orodje, ki nam prina\u0161a odgovore na pomembna vpra\u0161anja, smo \u017ee na pol poti.<\/strong>\u00a0Trik je seveda znati postavljati prava vpra\u0161anja; tu pridejo na vrsto znanje, izku\u0161nje in drznost, da se vpra\u0161ate tudi tisto, \u010desar se drugi izogibajo (da, u\u010dinek drage offline branding kampanje za znamko z 99% priklicem, tebe gledam).<\/p>\n","protected":false},"excerpt":{"rendered":"

V pisarni se je oglasil dober prijatelj, lastnik\u00a0kreativne agencije, specializirane za ogla\u0161evalske nate\u010daje. Pogovor se je, kot ve\u010dina drugih v na\u0161em slu\u017ebenem \u010dasu, vrtel okoli pove\u010danja posla.\u00a0Kako do ve\u010d povpra\u0161evanj?\u00a0Kako priti v stik s potencialnimi naro\u010dniki? Za za\u010detek sem predlagal kratek pregled, kak\u0161na je sploh trenutna (digitalna) slika. \u201cKaj ti poka\u017ee spletna analitika?\u201d Podobnih odgovorov […]<\/p>\n","protected":false},"author":18,"featured_media":1067,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nAnaliza paraliza in drugi izzivi digitalne analitike<\/title>\n<meta name=\"description\" content=\"Spletna analitika je lahko zapletena, \u010de se je lotite napa\u010dno. 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