{"id":3145,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/atribucni-modely\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"atribucni-modely","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/atribucni-modely\/","title":{"rendered":"Atribu\u010dn\u00ed modely aneb Slo\u017eit\u00e9 cesty z\u00e1kazn\u00edka"},"content":{"rendered":"

Zjist\u011bte, jak\u00e9 cesty k V\u00e1m p\u0159iv\u00e1d\u011bj\u00ed Va\u0161e z\u00e1kazn\u00edky d\u0159\u00edve, ne\u017e to ud\u011bl\u00e1 Va\u0161e konkurence. Pokud pat\u0159\u00edte k t\u011bm, kte\u0159\u00ed o atribu\u010dn\u00edch modelech je\u0161t\u011b nesly\u0161eli, pak pr\u00e1v\u011b pro V\u00e1s je tento \u010dl\u00e1nek.<\/p>\n

Cesty z\u00e1kazn\u00edka k objedn\u00e1vk\u00e1m Va\u0161eho zbo\u017e\u00ed jsou slo\u017eit\u00e9 a m\u00e1lokdy p\u0159ich\u00e1zej\u00ed napoprv\u00e9 a pouze z jednoho zdroje. K objasn\u011bn\u00ed, odkud z\u00e1kazn\u00edci p\u0159i\u0161li, slou\u017e\u00ed pr\u00e1v\u011b atribu\u010dn\u00ed modely.<\/p>\n

P\u0159edstavte si V\u00e1\u0161 internetov\u00fd obchod jako p\u0159\u00edzemn\u00ed d\u016fm s hlavn\u00edm vchodem vep\u0159edu, spoustou oken, zadn\u00edm vchodem a bo\u010dn\u00edmi dve\u0159mi. Na hlavn\u00edm vchodu vis\u00ed Va\u0161e PPC reklama (Vyhled\u00e1vac\u00ed s\u00ed\u0165), v oknech vis\u00ed let\u00e1ky (Obsahov\u00e1 reklama), zadn\u00ed vchod je pro Va\u0161e star\u00e9 dobr\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed V\u00e1s znaj\u00ed (organick\u00e9 vyhled\u00e1v\u00e1n\u00ed) a n\u011bkte\u0159\u00ed vch\u00e1z\u00ed bo\u010dn\u00edm vchodem (soci\u00e1ln\u00ed s\u00edt\u011b). Na v\u0161ech oknech a dve\u0159\u00edch m\u00e1te kamery a alarmy, tak\u017ee dob\u0159e v\u00edte o ka\u017ed\u00e9m n\u00e1v\u0161t\u011bvn\u00edkovi (Google Analytics). V\u011bt\u0161ina z\u00e1kazn\u00edk\u016f kolem Va\u0161eho domu projde a na prvn\u00ed pohled je zaujmou let\u00e1ky v oknech. N\u011bkte\u0159\u00ed p\u0159ijdou a\u017e ke dve\u0159\u00edm, pod\u00edvaj\u00ed se na reklamu a pokra\u010duj\u00ed v cest\u011b. Jin\u00ed omylem vstoup\u00ed a rychle odejdou. Jin\u00ed vstoup\u00ed dovnit\u0159 a prohl\u00ed\u017eej\u00ed si, co nab\u00edz\u00edte. N\u011bkte\u0159\u00ed nakoup\u00ed, ale moc jich nen\u00ed. N\u011bkte\u0159\u00ed kolem va\u0161ich oken chod\u00ed denn\u011b a postupn\u011b si zafixuj\u00ed, co vlastn\u011b nab\u00edz\u00edte a \u010dasem vstoup\u00ed hlavn\u00edm vchodem nebo p\u0159ijdou zadn\u00edmi dve\u0159mi a nakoup\u00ed. V\u0161echny z\u00e1kazn\u00edky ji\u017e dob\u0159e zn\u00e1te, proto\u017ee kolem chod\u00ed pravideln\u011b a m\u00e1te je na kame\u0159e, ale ob\u010das n\u011bkdo p\u0159ijde rovnou zadn\u00edmi dve\u0159mi a vy nev\u00edte, jak se o nich dozv\u011bd\u011bl (\u0161eptanda). P\u0159\u00edpadn\u011b jsou je\u0161t\u011b ve h\u0159e dal\u0161\u00ed kan\u00e1ly typu e-mailing, televizn\u00ed reklamy a offline kan\u00e1ly jako nap\u0159. billboardy, let\u00e1ky ve schr\u00e1nk\u00e1ch apod. Aby k V\u00e1m lid\u00e9 chodili, mus\u00edte kolemjdouc\u00ed um\u011bt zaujmout p\u011bkn\u00fdm domem (kvalitn\u00ed p\u0159ehledn\u00fd web), \u010dist\u00fdmi okny (p\u0159ita\u017eliv\u00e1 obsahov\u00e1 reklama), kr\u00e1sn\u00fdm hlavn\u00edm vchodem (kvalitn\u00ed reklama ve vyhled\u00e1vac\u00ed s\u00edti) a p\u0159ekvapen\u00ed u bo\u010dn\u00edch dve\u0159\u00ed (nap\u0159.v\u00fdhody p\u0159i n\u00e1kupu p\u0159es soci\u00e1ln\u00ed s\u00ed\u0165).<\/p>\n

Atribu\u010dn\u00ed modely pracuj\u00ed s hypot\u00e9zami, jak\u00e9 p\u0159\u00edstupov\u00e9 cesty se na n\u00e1kupu pod\u00edlely a v jak\u00e9 m\u00ed\u0159e. Google Analytics zva\u017euje t\u011bchto 5 model\u016f:<\/strong><\/p>\n

\n
<\/div>\n<\/figure>\n

Last click neboli Posledn\u00ed interakce<\/strong>\u00a0<\/p>\n

    \n
  • Ve\u0161ker\u00e9 z\u00e1sluhy za n\u00e1kup p\u0159ipadnou posledn\u00ed akci. Pakli\u017ee n\u00e1\u0161 z\u00e1kazn\u00edk ve\u0161el do domu p\u0159edn\u00edmi dve\u0159mi, GA p\u0159ip\u00ed\u0161e konverzi PPC (Google AdWords, Sklik). Tento model ov\u0161em nebere v \u00favahu, \u017ee z\u00e1kazn\u00edk p\u0159ed p\u0159\u00edchodem n\u011bkolikr\u00e1t pro\u0161el kolem oken, za dva t\u00fddny se \u0161el pod\u00edvat zadn\u00edmi dve\u0159mi a nakoupil a\u017e p\u0159i posledn\u00ed n\u00e1v\u0161t\u011bv\u011b p\u0159edn\u00edm vchodem. <\/li>\n<\/ul>\n

    <\/p>\n

    First click neboli Prvn\u00ed interakce<\/strong><\/p>\n

      \n
    • Konverze je p\u0159ips\u00e1na prvn\u00ed interakci s obchodem. Pokud n\u00e1\u0161 z\u00e1kazn\u00edk spat\u0159il reklamu v okn\u011b, o dva dny pozd\u011bji ve\u0161el bo\u010dn\u00edmi dve\u0159mi, nenakoupil a naposledy p\u0159i\u0161el zadn\u00edmi dve\u0159mi a provedl n\u00e1kup, z\u00e1sluha padne v tomto p\u0159\u00edpad\u011b prvn\u00ed interakci (Obsahov\u00e1 reklama).<\/li>\n<\/ul>\n

      <\/p>\n

      Line\u00e1rn\u00ed model<\/strong>\u00a0<\/p>\n

        \n
      • Rovnom\u011brn\u011b p\u0159ipisuje z\u00e1sluhy v\u0161em cest\u00e1m, kter\u00e9 p\u0159isp\u011bly ke konverzi. V na\u0161em p\u0159\u00edpad\u011b by si stejnou m\u011brou zaslou\u017eili uzn\u00e1n\u00ed jak okna, tak dve\u0159e i hlavn\u00ed vchod. <\/li>\n<\/ul>\n

        <\/p>\n

        N\u00e1r\u016fst v \u010dase<\/strong>\u00a0<\/p>\n

          \n
        • V tomto p\u0159\u00edpad\u011b je konverze p\u0159ips\u00e1na akc\u00edm, kter\u00e9 jsou nejbl\u00ed\u017ee \u010dasu proveden\u00e9 konverzi (pokud z\u00e1kazn\u00edk projde kolem oken, potom kolem bo\u010dn\u00edch dve\u0159\u00ed a nakonec vejde zadem a nakoup\u00ed, nejvy\u0161\u0161\u00ed m\u00edru \u00fasp\u011b\u0161nosti zaznamen\u00e1 organick\u00e9 vyhled\u00e1v\u00e1n\u00ed a men\u0161\u00ed procenta si p\u0159ip\u00ed\u0161ou obsahov\u00e1 reklama a soci\u00e1ln\u00ed s\u00edt\u011b).<\/li>\n<\/ul>\n

          <\/p>\n

          Last non-direct click<\/strong> neboli Posledn\u00ed nep\u0159\u00edm\u00fd proklik<\/strong>\u00a0<\/p>\n

            \n
          • P\u0159ipisuje z\u00e1sluhy p\u0159edposledn\u00edmu kan\u00e1lu. Pokud z\u00e1kazn\u00edk uvid\u00ed reklamu v okn\u011b a potom vejde nakoupit hlavn\u00edm vchodem, konverze bude p\u0159ips\u00e1na oknu (obsahov\u00e1 reklama).<\/li>\n<\/ul>\n

            <\/p>\n

            Z v\u00fd\u0161e uveden\u00e9ho je patrn\u00e9, \u017ee k p\u0159il\u00e1k\u00e1n\u00ed z\u00e1kazn\u00edka neslou\u017e\u00ed pouze jeden kan\u00e1l, je tedy t\u0159eba tyto cesty bedliv\u011b mapovat, testovat a podle toho investovat ve spr\u00e1vn\u00fd \u010das a na spr\u00e1vn\u00e9m m\u00edst\u011b.\u00a0<\/p>\n

            <\/p>\n","protected":false},"excerpt":{"rendered":"

            Zjist\u011bte, jak\u00e9 cesty k V\u00e1m p\u0159iv\u00e1d\u011bj\u00ed Va\u0161e z\u00e1kazn\u00edky d\u0159\u00edve, ne\u017e to ud\u011bl\u00e1 Va\u0161e konkurence. Pokud pat\u0159\u00edte k t\u011bm, kte\u0159\u00ed o atribu\u010dn\u00edch modelech je\u0161t\u011b nesly\u0161eli, pak pr\u00e1v\u011b pro V\u00e1s je tento \u010dl\u00e1nek.<\/p>\n","protected":false},"author":8,"featured_media":3146,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\nAtribu\u010dn\u00ed modely aneb Slo\u017eit\u00e9 cesty z\u00e1kazn\u00edka<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, jak\u00e9 cesty k V\u00e1m p\u0159iv\u00e1d\u011bj\u00ed Va\u0161e z\u00e1kazn\u00edky d\u0159\u00edve, ne\u017e to ud\u011bl\u00e1 Va\u0161e konkurence. 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