{"id":62978,"date":"2019-02-10T16:15:43","date_gmt":"2019-02-10T15:15:43","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=62978"},"modified":"2024-07-09T17:26:22","modified_gmt":"2024-07-09T15:26:22","slug":"diferencies-analitica-i-analitica-2-0","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/","title":{"rendered":"Anal\u00edtica Web 2.0: les claus per a l&#8217;\u00e8xit en l&#8217;era digital"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">T&#8217;has preguntat alguna vegada com entendre millor el comportament dels teus visitants en l\u00ednia? L&#8217;anal\u00edtica web 2.0 \u00e9s clau per a aix\u00f2, ja que, a trav\u00e9s de les dades, permet descobrir com interactuen els usuaris i com millorar l&#8217;experi\u00e8ncia a la nostra p\u00e0gina o botiga en l\u00ednia.<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/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: #222222;color:#222222\" 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: #222222;color:#222222\" 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:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#Analitica_10_vs_Analitica_20\" >Anal\u00edtica 1.0 vs. Anal\u00edtica 2.0<\/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:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#La_relacio_entre_el_clickstream_i_els_objectius\" >La relaci\u00f3 entre el clickstream i els objectius<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#Que_es_el_clickstream\" >Qu\u00e8 \u00e9s el clickstream?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#Problemes_amb_el_proces_de_compra\" >Problemes amb el proc\u00e9s de compra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#Arriben_molts_usuaris_a_la_pagina_dinici_pero_abandonen_aviat\" >Arriben molts usuaris a la p\u00e0gina d&#8217;inici, per\u00f2 abandonen aviat?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/diferencies-analitica-i-analitica-2-0\/#Eines_danalisi_20\" >Eines d&#8217;an\u00e0lisi 2.0\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400;\">Amb el temps, aquesta forma d&#8217;analitzar ha anat evolucionant cap a l&#8217;anal\u00edtica 2.0, en la qual ja no importa tant el clic com el comportament de l&#8217;usuari en fer clics a la nostra web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hem d&#8217;aprendre a interpretar-los i, com \u00e9s habitual en qualsevol tipus de mesurament, marcar-nos objectius previs per poder comparar. Qu\u00e8 busquem? Augmentar el nombre de visites per millorar el posicionament? O les vendes? Busquem m\u00e9s interacci\u00f3 amb els botons de contacte? No podem caure nom\u00e9s en el clickstream -o flux d&#8217;usuaris-, hem de saber qu\u00e8 fer amb aquest flux.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el seg\u00fcent article, et mostrem com ha estat aquesta evoluci\u00f3, i <strong>com \u00e9s avui dia l&#8217;anal\u00edtica 2.0<\/strong>.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Analitica_10_vs_Analitica_20\"><\/span>Anal\u00edtica 1.0 vs. Anal\u00edtica 2.0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Quan el m\u00f3n d&#8217;internet es va expandir, es va fer necessari controlar algunes m\u00e8triques. Per exemple, el nombre d&#8217;usuaris que visitaven les webs, el nombre de clics o el cost. Al comen\u00e7ament, nom\u00e9s tenien acc\u00e9s a aquesta informaci\u00f3 les grans empreses, ja que aquesta funcionalitat era molt costosa. Aquesta eina la instal\u00b7laven a les seves plataformes per registrar les sessions dels usuaris, de manera que nom\u00e9s controlaven el nombre de visitants.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"La_relacio_entre_el_clickstream_i_els_objectius\"><\/span><span style=\"font-weight: 400;\">La relaci\u00f3 entre el clickstream i els objectius<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cap tipus d&#8217;an\u00e0lisi de dades, ja es tracti de l&#8217;anal\u00edtica 2.0 com la tradicional, d\u00f3na resultat si no et marques uns objectius. Per prendre decisions correctes despr\u00e9s de l&#8217;an\u00e0lisi, primer has de saber el que en m\u00e0rqueting i anal\u00edtica web es diuen KPI, o Key Performance Indicator. Unitats de mesura que ens proporcionen dades sobre el rendiment de la nostra web i xarxes socials. Com si es tract\u00e9s d&#8217;assolir metes financeres a la nostra empresa, els KPI segueixen les mateixes caracter\u00edstiques:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Han de ser realistes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Han de poder mesurar-se al llarg del temps.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Han de proporcionar informaci\u00f3 per si mateixos.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Alguns exemples de KPI (o marcadors) que pots fixar per al teu projecte:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nombre de visites rebudes. Per exemple, per millorar el posicionament.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Temps de perman\u00e8ncia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quantes vendes has realitzat a trav\u00e9s de la teva botiga en l\u00ednia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trucades o mails rebuts al teu negoci a trav\u00e9s de la teva secci\u00f3 de contacte.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Un cop hem definit els objectius a assolir, com fem per arribar-hi? Quines decisions hem de prendre per optimitzar el resultat?<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Que_es_el_clickstream\"><\/span><span style=\"font-weight: 400;\">Qu\u00e8 \u00e9s el clickstream?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">El clickstream \u00e9s el recorregut que segueix un usuari a la teva p\u00e0gina web. Podem rastrejar a quina de les nostres p\u00e0gines internes arriba i cap a on va des d&#8217;all\u00e0. \u00c9s un dels punts clau de l&#8217;anal\u00edtica 2.0, juntament amb el temps de perman\u00e8ncia. Aquest \u201crastreig de clics\u201d ens pot ajudar a detectar problemes d&#8217;usabilitat, a analitzar el comportament dels nostres potencials clients, facilitant aix\u00ed el proc\u00e9s de presa de decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A continuaci\u00f3, et mostrem alguns dels punts cr\u00edtics m\u00e9s comuns a les p\u00e0gines web i com el clickstream ajuda a detectar-los i resoldre&#8217;ls:<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Problemes_amb_el_proces_de_compra\"><\/span><span style=\"font-weight: 400;\">Problemes amb el proc\u00e9s de compra<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">El teu KPI es tradueix en vendes, per\u00f2 gr\u00e0cies al flux de clics comprovem que molts usuaris abandonen el proc\u00e9s. Analitza qu\u00e8 est\u00e0 passant: El proc\u00e9s de compra \u00e9s molt complicat? Es demanen massa dades? Hi ha molts passos des que s&#8217;afegeix el producte al carret fins que finalment el paguem? En general, a menor quantitat de clics entre l&#8217;un i l&#8217;altre, millor. Potser haur\u00e0s de reduir els passos.<\/span><\/p>\n<p><strong>Et pot interessar: <a href=\"https:\/\/blog.euncet.com\/ca\/com-fer-customer-journey-map\/\" target=\"_blank\" rel=\"noopener\">Com fer un customer journey map<\/a><\/strong><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Arriben_molts_usuaris_a_la_pagina_dinici_pero_abandonen_aviat\"><\/span><span style=\"font-weight: 400;\">Arriben molts usuaris a la p\u00e0gina d&#8217;inici, per\u00f2 abandonen aviat?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Si tens un nombre alt d&#8217;usuaris a la teva home, per\u00f2 pocs a les teves p\u00e0gines internes o de producte, pot ser que el flux de navegaci\u00f3 no sigui correcte o que la cerca sigui molt complicada. Pot ser que necessitis aportar certa \u201cclaredat\u201d a la web i afegir categories de productes o enlla\u00e7os interns que ajudin l&#8217;usuari a arribar d&#8217;un lloc a un altre.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hi ha moltes cerques a la teva web?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pot ser que el contingut no sigui clar o que els productes, serveis o el blog no es vegin a simple vista. Intenta crear un men\u00fa visible, que gui\u00ef l&#8217;usuari a trav\u00e9s de les diferents categories.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Eines_danalisi_20\"><\/span><span class=\"TextRun SCXW29815295 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW29815295 BCX0\" data-ccp-parastyle=\"heading 2\">Eines<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW29815295 BCX0\" data-ccp-parastyle=\"heading 2\">d&#8217;<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW29815295 BCX0\" data-ccp-parastyle=\"heading 2\">an\u00e0lisi<\/span><span class=\"NormalTextRun SCXW29815295 BCX0\" data-ccp-parastyle=\"heading 2\"> 2.0<\/span><\/span><span class=\"EOP SCXW29815295 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:1,&quot;335557856&quot;:16777215,&quot;335559685&quot;:-225,&quot;335559737&quot;:-225,&quot;335559738&quot;:300,&quot;335559739&quot;:150,&quot;335559740&quot;:540}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Les eines d&#8217;anal\u00edtica 2.0 s\u00f3n clau per desbloquejar insights profunds sobre el rendiment de qualsevol p\u00e0gina o plataforma en l\u00ednia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aquests recursos, cada vegada m\u00e9s sofisticats, ja no nom\u00e9s compten visites o clics; ara permeten explorar el flux d&#8217;usuaris, entendre el seu comportament de manera m\u00e9s detallada i prendre decisions m\u00e9s informades.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Analytics \u00e9s el m\u00e9s popular, tot i que no l&#8217;\u00fanic. Hi ha altres eines m\u00e9s especialitzades, com Hotjar o Kissmetrics. Aquestes et permeten visualitzar dades de manera intu\u00eftiva, identificar tend\u00e8ncies i patrons, i, el m\u00e9s important, prendre mesures concretes per optimitzar l&#8217;experi\u00e8ncia de l&#8217;usuari i maximitzar els teus resultats.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ja sigui que estiguis administrant un lloc web personal, una botiga en l\u00ednia o una plataforma empresarial, les eines d&#8217;anal\u00edtica 2.0 s\u00f3n una inversi\u00f3 obligada en l&#8217;\u00e8xit digital.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Descobreix altres maneres d&#8217;optimitzar les teves estrat\u00e8gies de m\u00e0rqueting i vendes amb <strong><a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/postgrau-direccio-marketing\/\" target=\"_blank\" rel=\"noopener\">el postgrau en Direcci\u00f3 de M\u00e0rqueting d&#8217;Euncet Business School<\/a>.<\/strong><\/span><\/p>\n<p><span class=\"EOP SCXW112828893 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:1,&quot;335557856&quot;:16777215,&quot;335559685&quot;:-225,&quot;335559737&quot;:-225,&quot;335559738&quot;:0,&quot;335559739&quot;:338,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>T&#8217;has preguntat alguna vegada com entendre millor el comportament dels teus visitants en l\u00ednia? L&#8217;anal\u00edtica web 2.0 \u00e9s clau per a aix\u00f2, ja que, a trav\u00e9s de les dades, permet descobrir com interactuen els usuaris i com millorar l&#8217;experi\u00e8ncia a la nostra p\u00e0gina o botiga en l\u00ednia. Amb el temps, aquesta forma d&#8217;analitzar ha anat [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":38126,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[453,293],"tags":[],"class_list":["post-62978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leadership-management-ca","category-marketing-comunicacion-y-ventas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anal\u00edtica Web 2.0: les claus per a l&#039;\u00e8xit en l&#039;era digital - Blog Euncet<\/title>\n<meta name=\"description\" content=\"L&#039;an\u00e0lisi web \u00e9s la forma que tenim de recaptar les dades obtingudes en la nostra p\u00e0gina. 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