Presentace o rizicích a příležitostech při práci s daty v moderním datovém pojetí marketingu

1. Marketingová data a jejich hodnota
Pavel Pastor
CerebroAd.com

2. Panika nad rodinným stříbrem?
Spíš těžba Bitcoinu!

4. Objev Dat | 2013
O datech jsem věděl
Cookie jsou soubory do kterých je možné uložit informace a na základě nich cílit.
O datech jsem nevěděl
Jak to technicky funguje.

6. Lekce I. affiliate

7. Lekce I. affiliate
Affiliate, že je jen pro malé eshopíky…?

8. Lekce I. affiliate
Protože za vším stojí příběh.

9. Lekce I. affiliate
Protože za vším stojí příběh

10. Lekce I. affiliate
O naše data se často dělíme aniž bychom o tom věděli.
První příběh, který ukazuje, že se občas bojíme něčeho čeho se bát nemusíme
a nebojíme se čeho bychom se bát měli.

11. Lekce II. CPM CPC
Kolik impresí a kliků jste koupili za posleních 10 minut?
White Ops said the hacker group, which it dubbed “methbot,” generates as
much as $5 million in fraudulent revenue each day in the US.
Google, to its credit, has disclosed that 56% of its digital ad impressions
are never actually seen.

12. Lekce II. CPM CPC
S množstvím roste chuť.
V roce 2016 dle Dr. Augustine Fou
tvořil adfraud až 44% všech adspendů.
Podíl se masivně navýšil asijským
vlivem mezi lety 2013 – 2016.

13. Lekce II. CPM CPC
Že se nás to v Czechia netýká.

14. Lekce II. CPM CPC
Jak se ten fraud teda dělá?
Broken Ads
Non-Human (Bot) Traffic
Alleged Fraud

15. Lekce II. CPM CPC
Jak se bránit.
Obrana moc neexistuje – je to souboj kočky s myší.
Musíte měřit a MĚŘIT – nezapomeňte, že je to jen na nás, co komu dovolíme.
IP adresa, unikátní imprese, unikátní visibilní imprese, nevalidní imprese,
unikátní kliky, nevalidní kliky

16. Data na ty všichni čekáme
Jak se rodí data pro programatický i klasický nákup.
Čas je dimenze, kterou nikdo neoklame.
ts
measured_on_url
_host
browser_
name
browser_v
ersion
platform_
name
platform
_type
visitor
_id
do_not_
track
langua
ge
screen_reso
lution
ad_bl
ock ip
ip_timezo
ne isp
locality_
name zip region
weather_s
ource
mean_temp
erature
weather_des
cription
2017-03-28 18:32:36.000000 ams1-ib.adnxs.com Chrome 56.0.2924.87 Windows 8.1 Desktop 4331017 false cs 1366x768 false 89.176.71.196 Europe/Prague UPC Ceska Republica Prague 149 00 Hlavni mesto Praha Ruzyne 11.00
2017-04-15 19:48:06.000000 secure-fra.adnxs.com Chrome 57.0.2987.133 Windows 8.1 Desktop 4331017 false cs 1366x768 false 89.176.71.196 Europe/Prague UPC Ceska Republica Prague 149 00 Hlavni mesto Praha Ruzyne 10.00 Rain
2017-05-15 19:15:35.000000 googleads.g.doubleclick.net Chrome 57.0.2987.133 Windows 8.1 Desktop 4331017 false cs 1366x768 false 89.176.71.196 Europe/Prague UPC Ceska Republica Prague 149 00 Hlavni mesto Praha Ruzyne 14.00 Rain-Thunderstorm
2017-05-19 21:12:44.000000 fra1-ib.adnxs.com Chrome 58.0.3029.110 Windows 8.1 Desktop 4331017 false cs 1366x768 false 89.176.71.196 Europe/Prague UPC Ceska Republica Prague 149 00 Hlavni mesto Praha Ruzyne 19.00
2017-06-05 00:38:50.000000 dexter.wikia.com Chrome 58.0.3029.110 Windows 8.1 Desktop 4331017 false cs 1366x768 false 89.176.71.196 Europe/Prague UPC Ceska Republica Prague 149 00 Hlavni mesto Praha Ruzyne 14.00

17. Data na ty všichni čekáme
ts
measured_on_url
_host measured_on_url_path user_agent
browser_
name
browser_v
ersion
platform_
name
platform_v
ersion
platform
_type
visitor
_id uuid
do_not_t
rack
langua
ge
color_d
epth
device_pixe
l_ratio
screen_reso
lution
timezone_
offset
ad_bl
ock ip
ip_timezo
ne ip_domain
ip_is_
mobil
e isp
locality_n
ame zip lat lon region
region_c
ode country
country_
code
weather_s
ource
weather_sour
ce_code
weather_sour
ce_type
mean_temp
erature
mean_wind
_speed
weather_des
cription
2017-03-28
18:32:36.000000
ams1-
ib.adnxs.com /ab
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/56.0.2924.87 Safari/537.36 Chrome
56.0.2924.
87
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 8.00
2017-03-28
18:34:45.000000
ams1-
ib.adnxs.com /ab
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/56.0.2924.87 Safari/537.36 Chrome
56.0.2924.
87
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 8.00
2017-03-29
11:41:48.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/56.0.2924.87 Safari/537.36 Chrome
56.0.2924.
87
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 12.00 19.00
2017-03-29
11:42:55.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/56.0.2924.87 Safari/537.36 Chrome
56.0.2924.
87
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 12.00 19.00
2017-03-29
16:35:42.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/56.0.2924.87 Safari/537.36 Chrome
56.0.2924.
87
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 12.00 19.00
2017-04-15
19:48:06.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 10.00 14.00 Rain
2017-05-04
00:47:44.000000 advert.uloz.to /ads/ad-1828.html
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 12.00 11.00 Fog-Rain
2017-05-04
22:52:33.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 12.00 11.00 Fog-Rain
2017-05-05
09:32:48.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 9.00 13.00 Rain
2017-05-10
18:19:32.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 6.00 11.00
2017-05-10
18:20:11.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 6.00 11.00
2017-05-10
18:41:52.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 6.00 11.00
2017-05-11
16:17:32.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:20:27.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:20:27.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:20:59.000000
secure-
fra.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:21:35.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:21:45.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:22:25.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:25:04.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-11
22:29:17.000000
secure-
ams.adnxs.com /if
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 11.00 10.00
2017-05-14
18:44:06.000000
ams1-
ib.adnxs.com /ab
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 14.00 10.00
Rain-
Thunderstor
m
2017-05-14
18:44:06.000000
ams1-
ib.adnxs.com /ab
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
196.net.upcbroadband.cz false
UPC Ceska
Republica Prague
149
00
49.8500
000
14.2056
000
Hlavni mesto
Praha PR
Czech
Republic CZ Ruzyne LKPR airport 14.00 10.00
Rain-
Thunderstor
m
2017-05-15
10:32:30.000000
googleads.g.doubl
eclick.net /pagead/ads
Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like
Gecko) Chrome/57.0.2987.133 Safari/537.36 Chrome
57.0.2987.
133
Windows
8.1
Windows
NT 6.3 Desktop
43310
17
c3211337-0793-4e5b-
a1d6-ff2389fbd361 false cs 241.0 1366x768 -120false
89.176.71
.196
Europe/Pr
ague
ip-89-176-71-
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18. Data na ty všichni čekáme
Jak se rodí data o zájmech alespoň v CerebroAd.com
Využíváme informací z řetězce URL – zejména UTM parametr Term.
Parsujeme stránky a dle kategorií vytváříme Frekvenční slovník a Tezaurus.
V případě dostatečného množství transakčních dat můžeme vytvořit nákupní cyklus.

19. Kolik teda ten náš Bitcoin dneska stojí?
Jedná se o naší vlastí zkušenost.

20. Kolik teda ten náš Bitcoin dneska stojí?
Svět vs. Czechia

21. Data o ty všichni přijdeme
Máme spíš strach z něčeho se už dávno stalo
Není to jednoduché – 12.6. jsem v Dataxu nalezl přes 80 poskytovatelů dat jen v sekci Branded data
Ne každý dává metodologii – vlastně jsem zatím nikoho s přesnou nenašel
Riziko toho, že nějaký chytrák začne prodávat „zaručeně pravá“ data je v CEE otázkou každých dní,
jestli tady už není

22. Data spekulace, nebo přínos?
Data byla vždy, jen se je nyní chceme naučit používat.
PŘÍNOS, ale hlavně je důležité si uvědomit, že data netvoří stroje, ale lidé!
A stejně tak i lidé s daty pracují, proto nehledejte odpověď v systému, ale v lidech, kteří je obsluhují!

23. Hodnota dat je v Lidech
Pavel Pastor
CerebroAd.com