V mesecu maju 2013 je Red Orbit organiziral Red Orbit Šejk Special Edition, ki je bil namenjen predstavitvi nove zakonodaje s področja upravljanja spletnih piškotkov.
Na dogodku je Boštjan Hozjan (Red Orbit) predstavil kaj sploh so piškotki, sledila je predstavitev nove zakonodaje, ki ji je predstavila Jelena Burnik iz pisarne informacijskega pooblaščenca RS, dogodek pa je zaključil Andraž Štalec, ki je predstavil dejanski pristop in ureditev implementacije piškotkov na spletnih straneh.
Red Orbit je edina slovenska marketinška agencija s certifikatom Google Certified Trainer.
Več o piškotkih in novi zakonodaji na http://blog.red-orbit.com/o-piskotkih-njihovi-uporabi-in-zakonu/
This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.
Kakšne so zahteve ZEKom-1 in ZVOP-1 glede ustrezne rabe spletnih piškotkov? Kje iskati mejo v praksi? Primeri uporabe piškotkov na podlagi domnevne privolitve, kdaj je pogojevanje obiska spletne strani s privolitvijo dopustno (t.i. vzemi ali pusti) in drugi »mejni« primeri. Kaj v tem pogledu prinaša nova Splošna uredba o varstvu podatkov?
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.
Kakšne so zahteve ZEKom-1 in ZVOP-1 glede ustrezne rabe spletnih piškotkov? Kje iskati mejo v praksi? Primeri uporabe piškotkov na podlagi domnevne privolitve, kdaj je pogojevanje obiska spletne strani s privolitvijo dopustno (t.i. vzemi ali pusti) in drugi »mejni« primeri. Kaj v tem pogledu prinaša nova Splošna uredba o varstvu podatkov?
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.
This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years.
2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes.
3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users.
2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages.
3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.
This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.
The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.
This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years.
2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes.
3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users.
2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages.
3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.
This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.
Bootcamp 2015: Optimizacija konverzije in prihodkov
Red Orbit Šejk Special Edition: Piškotki
1.
2.
3. Agenda
1. Kaj je piškotek
2. Uporaba piškotkov
3. Tipi piškotkov
4. Miti o piškotkih
5. Prednosti uporabe piškotkov
4. Kaj je piškotek
piškótek - ̑) ekspr. piškot: ni ga razvajala s piškotki
piškót - ̑) ploščato pecivo različne oblike iz nekvašenega testa: jesti,
kupiti, peči piškote; ponudili so jim čaj in piškote ♦ gastr. otroški piškoti iz
biskvitnega testa v obliki osmice
tekstovna datoteka na uporabnikovem računalniku, ki se
ustvari oz. v katero se zapišejo podatki ob obisku spletnega
mesta
podatki se navezujejo samo na spletno mesto,
za katerega je bil piškotek ustvarjen
5. Kako poteka izmenjava podatkov med osebnim
računalnikom oz. brskalnikom in strežnikom?
Brskalnik strežnik
Brskalnik strežnik
Brskalnik strežnik (zahteva za novo podstran)
6. Uporaba piškotkov
personalizacija spletnega mesta
izbira jezika, nastavitev za število prikazanih izdelkov/stran v spletni trgovini,
različne nastavitve za posamezno spletno mesto, …
uporabniška izkušnja
brskalnik si lahko zapomni vnose v obrazce, nakupovalna košarica in ostali podatki
o nakupu, prikaz top 5 izdelkov, …
avtentikacija uporabnika
za informacije oz. del vsebin, ki so na voljo samo za prijavljene uporabnike
sledenje obiskom s partnerskih strani („affiliate“)
statistika obiska za potrebe kasnejše analize obnašanja
uporabnikov
7. Tipi piškotkov (trajanje)
začasni oz. sejni piškotki (session cookies):
so živi od trenutka, ko uporabnik odpre brskalnik, pa do trenutka, ko
sejo konča in zapre brskalnik
uporaba: shranjevanje začasnih informacij, npr. izdelki v košarici, ostali
podatki o nakupu ipd.
trajni piškotki (persistent cookies):
ostanejo shranjeni, tudi ko uporabnik zapre brskalnik in zaključi sejo. V
računalniku ostanejo tako dolgo, kot je zapisano v datoteki, lahko tudi
več dni, mesecev ali celo let.
uporaba: shranjevanje informacij o vnosih v obrazce, nastavitve jezika
strani in ostalih parametrov za posamezno spletno mesto, pridobivanje
statističnih podatkov o obisku
8. Tipi piškotkov (izvor)
lastni piškotki (1st party cookies):
prihajajo s spletnega mesta, ki si ga uporabnik ogleduje (trajni ali
začasni)
uporaba: shranjevanje začasnih informacij (začasni) ali pa
shranjevanje informacij, ki jih bodo spletna mesta znova uporabila, ko
jih uporabnik naslednjič obišče (trajni).
drugi piškotki (3rd party cookies):
izvirajo z drugih spletnih mest
uporaba: pridobivanje statističnih podatkov o obisku, prikaz oglasov,
pridobivanje statističnih podatkov o oglaševalski kampanji, …
9. Tipi piškotkov (intenzivnost / agresivnost)
nujno potrebni piškotki
potrebni za delovanje spletnega mesta (npr, spletna trgovina, prijava
uporabnika)
ne nujno potrebni in neškodljivi piškotki
ne nujno potrebni za delovanje spletnega mesta, ne pridobivajo nobenih
statističnih podatkov o uporabniku oz. obisku
deloma vsiljivi piškotki
uporabljeni za pridobivanje statističnih podatkov, brez pridobivanja osebnih
podatkov (npr. Google Analytics)
zelo vsiljivi piškotki
uporabljeni za pridobivanje statističnih podatkov skupaj z osebnimi podatki
10. Miti o piškotkih
piškotki vohunijo za uporabniki in sledijo vsemu, kar
uporabniki počnejo
piškotki so virusi ali zlonamerna koda
zaradi piškotkov dobivam neželena sporočila
piškotki sprožajo oz. prikazujejo »pop-up« okna
piškotki lahko vidijo, kaj tipkam s tipkovnico
podatki v piškotku enoznačno določajo posamezno osebo,
piškotki pa potem te podatke delijo naprej po drugih spletnih
mestih
piškotki se uporabljajo samo za oglaševanje
resnica: brisanje ali blokiranje piškotkov lahko vpliva na to, da
uporabnik večkrat vidi oglase (kar lahko postane moteče)
11. Prednosti uporabe piškotkov za uporabnika in
upravljalca spletnega mesta
personalizacija spletnega mesta
boljša uporabniška izkušnja
s pomočjo pridobljenih statističnih podatkov lahko upravljalec
spletnega mesta ponudi boljšo vsebino in predstavi
primernejšo ponudbo
koristi za uporabnika in upravljalca spletnega mesta
15. O čem bo govora?
1. Zakaj nova zakonodaja?
2. Kakšna so nova pravila?
3. Nekaj praktičnih vprašanj pri implementaciji
16. Zakaj nova zakonodaja?
Profiliranje uporabnikov preko različnih spletnih strani.
• Invazivnost.
• Prikritost.
VS
Uporabnost in nujnost piškotkov.
17.
18. Kakšna so nova pravila?
ZEKom-1
Piškotke lahko uporabljate le, če uporabnik v to privoli (opt-in), na podlagi
jasnega obvestila o obdelavi osebnih podatkov.
Torej!
Piškotek je lahko naložen šele po tem, ko uporabnik privoli (razen, ko gre
za izjeme).
19. Kakšna so nova pravila?
Izjeme - piškotki, ki:
• so nujni za prenos sporočila (npr. load balancing)
• so nujni za zagotovitev storitve, ki jo uporabnik izrecno zahteva
(npr. za izpolnjevanje obrazcev, za nakupovalno košarico, nastavitev
jezika, avtentikacijo, za zavarovanje, predvajanje multi-medijskih vsebin,
vtičniki družbenih medijev za prijavljene uporabnike…)
20. Kakšna so nova pravila?
Privolitev pri piškotkih:
• ki omogočajo boljše funkcionalnosti, pa niso izjema
• vtičnikov družbenih omrežij (kadar so sledilni piškotki in uporabniki niso
prijavljeni)
• za analiziranje obiskanosti spletne strani
• za oglaševanje
Spletno vedenjsko oglaševanje – privolitev
Previdno pri kodeksih in enotnih platformah – ali je to dejansko privolitev?
21. Mehanizem privolitve
Izrecna ali domnevna?
• nastavitve, splošni pogoji, banner, pop-up okno, splash screen…
• uporabnik mora imeti možnost pomenljive, izrecne izbire med tem, da sprejme
(določene) piškotke ali jih zavrne, oz. spremeni nastavitve
Primeri iz tujine?
Kombinacija?
22. Mehanizem privolitve
Kako se odločiti? Glede na:
• zavedanje uporabnikov o piškotkih (jasnost in vidnost obvestila o piškotkih,
poznavanje problematike)
• invazivnost posameznih uporabljenih piškotkov (ali je namen piškotka izdelava profila
uporabnika, kakšni podatki se zbirajo, kako občutljive narave so)
• omejenost delovanja piškotka (znotraj enega spletnega mesta ali širše)
• trajanje piškotka
24. Vprašanja implementacije
1. Brskalniki/ do not track?
2. Analitika obiskanosti spletne strani (1st party)
Privolitev, vendar je piškotek lahko naložen že na pristajalni strani (kot pri izjemah).
3. Google analitika in pogodbeni partnerji
Če podatkov partner ne uporablja za svoj namen, enak režim kot pri 1st party analitiki.
4. Privolitev kot del pogojev uporabe spletne strani – sorazmernost,
kombinacija različnih mehanizmov?
25. Vprašanja implementacije
5. Ena privolitev za več spletnih strani?
6. Je treba ponuditi uporabnikom možnost, da spremenijo nastavitve?
7. Kdo je odgovoren da pridobi privolitve?
– Storitve tretjih strank (oglaševalci, analitika, vtičniki, ipd).
– Vsebine, ki jih generirajo uporabniki, blogi, ipd.
8. Čezmejno delovanje spletnih strani.
9. Zasebnosti prijazni vtičniki družbenih medijev
– Social share Privacy plug-in (Heise online)
26. Kje začeti?
1. Pregled piškotkov in praks
2. Kateri piškotki spadajo pod izjeme?
3. Kako pridobiti privolitev?
4. Kako oblikovati obvestilo?
15. junij 2013
28. Torej…
Bistveno je, da imajo uporabniki možnost izbire, ali želijo
sledenje s piškotki, ali ne!
Odločijo se lahko le, če so spletne strani z njimi odkrite.
Le na odkritosti lahko temelji zaupanje v sledilne piškotke.
34. Google Analytics piškotki
Zakaj?
S pomočjo piškotkov si Google Analytics beleži, katero spletno stran si je
ogledal uporabnik.
Google Analytics ne zbira nobenih osebnih podatkov o uporabnikih vaše
spletne strani.
Dve JavaScript knjižnici:
analytics.js
ga.js
35. ga.js
Običajna .js knjižnica, ki jo uporablja Google Analytics
Uporablja 1st party piškotke
Namen:
Katero domeno spremljati
Razlikovanje med uporabniki
Shranjevanje števila in časa prejšnjih obiskov
Shranjevanje vira obiska
Izračun začetka in zaključka seje
Shranjevanje vrednosti »custom variables«
37. ZEKom in Google Analytics
Informacijski pooblaščenec:
„Kot je pojasnjeno v smernicah, kadar spletno mesto s svojimi lastnimi piškotki
analizira dogajanje za svoj namen, taki analitični piškotki ne pomenijo
nesorazmernega posega v zasebnost uporabnikov. Spletna stran lahko
uporablja tudi storitev pogodbenega partnerja, vendar ta ne sme zbranih
podatkov uporabljati za svoje namene. V primeru, da Google Analytics
omogoča tak način delovanja (pozorno je potrebno preveriti politike
zasebnosti in natančne pogoje uporabe storitve!), potem lahko tako uporabo
smatramo kot relativno nizko − invazivno v smislu zasebnosti.“
Uporabnika moramo še vedno obvestiti o uporabi piškotkov, ne potrebujemo
pa izrecnega privoljenja.
Politika zasebnosti Google Analytics:
http://www.google.com/analytics/learn/privacy.html
38. ZEKom in Google Analytics
Google:
„The Google Analytics data sharing settings let you share your account data
with other products and services. Sharing data provides feedback about
Google Analytics we can use to build better features and education material
for you. There are several types of data sharing settings that an account
administrator can change at any time. If no options are selected, your account
data will be excluded from any automated processes that aren't specifically
related to operating and improving Google Analytics or protecting the security
and integrity of the data.“
Vsi podatki v Google Analytics-u so agregirani. Dostop do podatkov o enem
uporabniku je (skoraj) nemogoč.
39. ga.js
3 vrste deljenja podatkov:
Z drugimi Googlovimi produkti
Anonimno z Googlom in drugimi
Z Googlovim specialistom
Vsak uporabnik lahko v nastavitvah določi, da svojih podatkov ne bo delil.
Več o nastavitvah:
https://support.google.com/analytics/answer/1011397?hl=en
42. ZEKom in Google Analytics
Google:
„Customers that have enabled the analytics.js collection method via Universal
Analytics can control whether they want to set a cookie or not. If the customer
decides to set a cookie, the information stored in the local first-party cookie is
reduced to a random identifier (e.g., 12345.67890).“
43. Google Remarketing
Če uporabljate Google Analytics Display Advertiser kot npr. Google Analytics
Remarketing, Google Analytics nastavi tudi 3rd-party DoubleClick piškotek.
Namen:
Izboljšanje oglaševanja
V tem primeru je potrebna obvezna izrecna privolitev uporabnika spletne
strani.
44. Dodatni viri
Piškotki, ki jih uporablja Google: http://www.google.com/policies/technologies/types/
Kako Google uporablja piškotke: http://www.google.com/policies/technologies/cookies/
Google oglaševalski piškotki: http://www.google.com/policies/technologies/ads/
DoubleClick piškotki:
http://support.google.com/adsense/bin/answer.py?hl=en&answer=2839090
Specifikacija Google Analytics piškotkov:
https://developers.google.com/analytics/devguides/collection/analyticsjs/cookie-
usage?hl=da
Google Analytics − politika zasebnosti:
http://www.google.com/analytics/learn/privacy.html
46. Facebook piškotki
Zakaj?
Piškotki omogočajo Facebooku, da vam pokaže personalizirano vsebino.
S pomočjo piškotkov Facebook povečuje varnost svojih storitev.
Facebook namešča piškotke na svoji spletni strani facebook.com.
Piškoti se razlikujejo glede na to, ali je uporabnik logiran ali ne.
Uporablja 1st party piškotke.
47. ZEKom in Facebook
Ali Facebook namešča piškotke na spletnih straneh, ki uporabljajo „Like“
gumb?
Ne
Facebook:
„No. Facebook places cookies when people visit facebook.com. Visiting a
website with a Like button on it will not result in Facebook placing a cookie on
your computer, though you may already have Facebook cookies present from
visiting the website directly. You can remove Facebook cookies at any time
using the tools in your web browser.“
48. ZEKom in Facebook
Ali Facebook prejme podatke o piškotku na spletnih straneh, ki uporabljajo
„Like“ gumb?
Da
Facebook:
„If you’ve previously received a cookie from Facebook because you either have
an account or have visited facebook.com, your browser sends us information
about this cookie when you visit a site with the “Like” button or another social
plugin. We use this cookie information to help show you a personalized
experience on that site, to help maintain and improve our service, and to
protect both you and Facebook from malicious activity. As with the other
information we receive from your browser, we do not use this cookie
information to create a profile of your browsing behavior on third-party sites,
we delete or anonymize it within 90 days, and we do not sell it to advertisers
or share it without your permission.“
49. Facebook piškotki
Kje Facebook namešča piškotke?
Na njihovi spletni strani (različni piškotki glede na tip obiskovalca)
Občasno na partnerskih straneh (service providers)
Kdaj Facebook bere piškotke?
Vsakič, ko brskalnik zahteva vsebino z njihovega strežnika (plugins)
50. Dodatni viri
Facebook − politika zasebnosti in piškotki:
https://www.facebook.com/about/privacy/cookies
Kako Facebook uporablja piškotke:
https://www.facebook.com/help/360595310676682/
Facebook Social Plugins in zasebnost uporabe:
https://www.facebook.com/help/340599879348142/
52. Spletna stran
ZEKom
Plug-in pošlje piškotke
Piškotek?
Namestitev
piškotka
Brez piškotkov
Uporabnik
Pošiljanje piškotkov je asinhrono. Pošiljatelj ne ve, ali so bili piškotki sprejeti.
Branje piškotkov