{"id":194288,"date":"2021-05-24T10:00:00","date_gmt":"2021-05-24T10:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=194288"},"modified":"2021-05-24T10:00:00","modified_gmt":"2021-05-24T10:00:00","slug":"ce-solutii-propune-o-companie-pentru-cresterea-businessurilor-acestea-te-ajuta-sa-iti-cunosti-clientii-concurenta-si-sa-imbunatatesti-eficienta-campaniilor-de-marketing","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=194288","title":{"rendered":"Ce solu\u0163ii propune o companie pentru cre\u015fterea businessurilor. Acestea te ajut\u0103 s\u0103 \u00ee\u0163i cuno\u015fti clien\u0163ii, concuren\u0163a \u015fi s\u0103 \u00eembun\u0103t\u0103\u0163e\u015fti eficien\u0163a campaniilor de marketing"},"content":{"rendered":"<p>\n<strong>Nu de pu\u0163ine ori am auzit expresia \u201einforma\u0163ia \u00eenseamn\u0103 putere\u201d. La nivel de business, s\u0103 fii informat \u00eenseamn\u0103 s\u0103 \u00ee\u0163i cuno\u015fti foarte bine clien\u0163ii, nevoile acestora, pia\u0163a \u00een care activezi, concuren\u0163a \u015fi tendin\u0163ele. Toate, deopotriv\u0103, te ajut\u0103 s\u0103 \u00ee\u0163i cre\u015fti businessul. Iar calea pentru a le ob\u0163ine const\u0103, potrivit reprezentan\u0163ilor Publicis Groupe Rom\u00e2nia, \u00een solu\u0163iile de data intelligence, pe a c\u0103ror dezvoltare businessul \u015fi-a axat investi\u0163iile din ultimii ani.<\/strong><\/p>\n<p>\nPrezent de 25 de ani pe pia\u0163a local\u0103, Publicis Groupe Rom\u00e2nia este unul dintre cele mai importante grupuri de marketing, comunicare \u015fi transformare digital\u0103 din Rom\u00e2nia. Businessul le ofer\u0103 clien\u0163ilor acces la servicii \u015fi instrumente de lucru avansate, concentrate \u00een patru arii de expertiz\u0103: comunicare, media, data \u015fi tehnologie. \u201eCu experien\u0163\u0103 vast\u0103 \u00een toate verticalele de business relevante, Publicis Groupe Rom\u00e2nia asigur\u0103, prin modelul s\u0103u de business, un management fluid al resurselor \u015fi competen\u0163elor alocate fiec\u0103rui client \u00een parte\u201d, spune Alexandra Dimitriu, Chief Media Officer.<\/p>\n<p>\nCondus, \u00een plan local, de Teddy Dumitrescu \u2013 din rolul de Chairman \u015fi CEO, \u015fi \u015etefan Iordache \u2013 COO, Publicis Groupe Rom\u00e2nia a \u00eenregistrat, \u00een 2019, o cifr\u0103 de afaceri total\u0103 de peste 154,2 milioane de euro, acoperind o cot\u0103 de pia\u0163\u0103 de aproape 25%. Despre 2020, Alexandra Dimitriu spune c\u0103 \u201eam \u00eenchis anul cu o u\u015foar\u0103 cre\u015ftere, de o cifr\u0103, fa\u0163\u0103 de 2019, ceea ce \u00een context pandemic, cu reducere semnificativ\u0103 a investi\u0163iilor \u00een publicitate pentru unii clien\u0163i \u00een perioada de lockdown, este o reu\u015fit\u0103.\u201d Pentru anul 2021, reprezentan\u0163ii businessului estimeaz\u0103 o cre\u015ftere a cifrei de afaceri de dou\u0103 cifre.<\/p>\n<p>\n\u00cen portofoliul grupului se afl\u0103 unele dintre cele mai puternice agen\u0163ii de marketing \u015fi comunicare din lume: Publicis, Leo Burnett, Saatchi &#038; Saatchi \u0102 The Geeks, MSL The Practice, Zenith, Starcom \u015fi Spark Foundry, deservite de peste 400 de speciali\u015fti.<\/p>\n<p>\nBusinessul local are peste 250 de clien\u0163i, pe care Alexandra Dimitriu \u00eei descrie drept \u201elideri de pia\u0163\u0103, cu amprent\u0103 global\u0103 sau juc\u0103tori locali, la \u00eenceput de drum, reprezent\u00e2nd toate verticalele majore de business (telco, media &#038; technology, health, retail &#038; e-commerce, FMCG food, FMCG non-food, beverages &#038; tobacco, financial, energy, Oil Gas &#038; utilities, automotive \u015fi al\u0163ii).\u201d<\/p>\n<hr \/>\n<p>\n&nbsp;<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/7266\/20093137\/2\/alexandra-dimitriu-2.jpg?height=930&#038;width=620\" style=\"width: 620px; height: 930px;\" \/><\/p>\n<p>\n<span style=\"color:#000080;\"><strong>Alexandra Dimitriu, Chief Media Officer, Publicis Groupe Rom\u00e2nia: \u201eClien\u0163ii Publicis Groupe Rom\u00e2nia sunt lideri de pia\u0163\u0103, cu amprent\u0103 global\u0103 sau juc\u0103tori locali, la \u00eenceput de drum, reprezent\u00e2nd toate verticalele majore de business.\u201d<\/strong><\/span><\/p>\n<p>\n<strong><span style=\"color:#ffffff;\"><span style=\"background-color:#000080;\">Carte de vizit\u0103<\/span><\/span><\/strong><\/p>\n<p>\n<span style=\"color:#000080;\"><strong><em>Alexandra Dimitriu, Chief Media Officer, Publicis Groupe Rom\u00e2nia<\/em><\/strong><\/span><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>Este Chief Media Officer al Publicis Groupe Rom\u00e2nia din mai 2019 \u015fi lucreaz\u0103 \u00een grup de aproape 20 de ani. Ea \u015fi-a \u00eenceput c\u0103l\u0103toria \u00een mediul publicitar din pozi\u0163ia de media planner al echipei P&#038;G din agen\u0163ia Starcom Rom\u00e2nia, membr\u0103 a Publicis Groupe Rom\u00e2nia. A avansat treptat \u00een cadrul agen\u0163iei, ajung\u00e2nd inclusiv \u00een func\u0163ia de lider al P&#038;G AOR pentru Balcani, unul dintre cele mai incitante conturi media ale agen\u0163iei, pozi\u0163ie pe care a ocupat-o p\u00e2n\u0103 \u00een 2012, c\u00e2nd a devenit director general al Starcom.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>\u00cen ultimii 2 ani, \u00een calitate de Chief Media Officer al grupului, ea a supravegheat activitatea celor trei branduri de agen\u0163ii media din Rom\u00e2nia \u015fi a coordonat dezvoltarea de produse \u015fi capabilit\u0103\u0163i de date, care au reprezentat pozi\u0163ionarea unic\u0103 a opera\u0163iunilor media din cadrul Publicis Groupe \u00een peisajul rom\u00e2nesc.<\/strong><\/p>\n<hr \/>\n<p>\n<strong>O traiectorie clar\u0103<\/strong><\/p>\n<p>\n\u00cen ultimii doi ani, odat\u0103 cu cre\u015fterea volumului de date colectate \u00een timp real \u015fi a nevoii de analiz\u0103 a acestora pentru a ancora deciziile de business c\u00e2t mai mult \u00een actualitate, Publicis Groupe a intensificat, \u00een plan local \u015fi global, investi\u0163iile \u00een zona de data intelligence \u2013 at\u00e2t resurse financiare c\u00e2t \u015fi resurse din&nbsp; din zona de IT, contabilitate \u015fi alte departamente suport care s\u0103 asigure \u00eentregul flux de munc\u0103. \u201e\u00cen Publicis Groupe Rom\u00e2nia, acestea s-au axat at\u00e2t pe asigurarea solu\u0163iilor tehnologice necesare transferului de date, analizei \u015fi accesului \u00een condi\u0163ii de siguran\u0163\u0103, c\u00e2t \u015fi \u00een zona de resurse umane, prin consolidarea unei echipe de speciali\u015fti. Prin aceste investi\u0163ii, Publicis Groupe Rom\u00e2nia a reu\u015fit s\u0103 ob\u0163in\u0103 pionieratul pe pia\u0163a local\u0103, ca num\u0103r de solu\u0163ii de date \u015fi ca surse de informa\u0163ii disponibile\u201d, sus\u0163ine Rodica Mihalache, Data Intelligence Lead \u00een cadrul companiei.<\/p>\n<p>\nPe plan local, poveste\u015fte ea, agen\u0163iile grupului de media derulau deja proiecte frecvente \u00een zona de date, unele cu tradi\u0163ie \u2013 de pild\u0103, crearea unor modele econometrice, analize de previziuni \u2013 a\u015fa c\u0103 a existat o baz\u0103 de plecare \u00een dezvoltarea acestui tip de servicii, printre resurse num\u0103r\u00e2ndu-se speciali\u015ftii, cuno\u015ftin\u0163ele \u00een diverse arii de expertiz\u0103 \u015fi chiar anumite resurse tehnice. \u201eAm plusat cu achizi\u0163ia unor noi instrumente, dezvoltarea accesibilit\u0103\u0163ii, iar recent am creat o echip\u0103 dedicat\u0103 \u015fi multidisciplinar\u0103, Data Intelligence Team \u2013 format\u0103 din 20 de profesioni\u015fti din Publicis Groupe Rom\u00e2nia&nbsp; \u2013, care deserve\u015fte toate agen\u0163iile din grup \u015fi orice client interesat s\u0103 \u00ee\u015fi \u00eembun\u0103t\u0103\u0163easc\u0103 performan\u0163a campaniilor.\u201d Rodica Mihalache spune c\u0103 echipa lucreaz\u0103 zilnic al\u0103turi de clien\u0163i \u00een toate zonele de expertiz\u0103: business analytics, research, data sciences, advanced analytics, strategie de comunicare, integrare de date, vizualizare, RPA, \u00een\u0163elegerea consumatorilor \u015fi multe altele. \u201eRolul s\u0103u este de a dezvolta solu\u0163ii, de a fi al\u0103turi de clien\u0163i pentru a interpreta \u015fi analiza datele, c\u00e2t \u015fi pentru a le oferi consultan\u0163\u0103. Cu alte cuvinte, clien\u0163ii primesc informa\u0163ia brut\u0103, informa\u0163ia procesat\u0103 \u015fi explicat\u0103, dar \u015fi recomand\u0103ri cu privire la m\u0103surile pe care le pot lua pentru a-\u015fi \u00eembun\u0103t\u0103\u0163i performan\u0163a campaniilor pe viitor.\u201d<\/p>\n<p>\nPotrivit Rodic\u0103i Mihalache, un client care analizeaz\u0103 semnalele consumatorilor captate \u00een timp real \u015fi integreaz\u0103 mai multe surse de date \u00een dezvoltarea strategiilor de marketing va putea lua decizii mult mai rapid \u015fi mai informat, \u00een\u0163eleg\u00e2nd contextul competitiv actual, dinamica preferin\u0163elor consumatorilor \u015fi put\u00e2nd previziona evolu\u0163ia indicatorilor de brand \u015fi business \u00een func\u0163ie de ace\u015fti factori. \u201eCu alte cuvinte, poate gestiona mai repede situa\u0163ii noi \u015fi dificile.\u201d P\u00e2n\u0103 \u00een prezent, businessul a dezvoltat, \u00een plan local, peste 25 de solu\u0163ii de date, axate pe adresarea unor nevoi de analiz\u0103 din patru categorii: comunicare, brand, consumator \u015fi business, puse la dispozi\u0163ia clien\u0163ilor \u00een func\u0163ie de nevoile \u015fi interesele lor punctuale.<\/p>\n<hr \/>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/7266\/20093137\/4\/rodica-mihalache-2.jpg?height=930&#038;width=620\" style=\"width: 620px; height: 930px;\" \/><\/p>\n<p>\n<span style=\"color:#000080;\"><strong>Rodica Mihalache, Data Intelligence Lead, Publicis Groupe Rom\u00e2nia: \u201eUn client care analizeaz\u0103 semnalele consumatorilor captate \u00een timp real \u015fi integreaz\u0103 mai multe surse de date \u00een dezvoltarea strategiilor de marketing va putea lua decizii mult mai rapid \u015fi mai informat, \u00een\u0163eleg\u00e2nd contextul competitiv actual, dinamica preferin\u0163elor consumatorilor \u015fi put\u00e2nd previziona evolu\u0163ia indicatorilor de brand \u015fi business \u00een func\u0163ie de ace\u015fti factori. Cu alte cuvinte, poate gestiona mai repede situa\u0163ii noi \u015fi dificile.\u201d<\/strong><\/span><\/p>\n<p>\n<span style=\"color:#ffffff;\"><strong><span style=\"background-color:#000080;\">Carte de vizit\u0103<\/span><\/strong><\/span><\/p>\n<p>\n<span style=\"color:#000080;\"><strong><em>Rodica Mihalache, Data Intelligence Lead, Publicis Groupe Rom\u00e2nia<\/em><\/strong><\/span><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>De\u0163ine rolul de Data Intelligence Lead \u00een Publicis Groupe Rom\u00e2nia din iunie 2020 \u015fi lucreaz\u0103 \u00een grup de 16 ani.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>Are 5 ani de experien\u0163\u0103 \u00een coordonarea strategiei de comunicare pentru un client multina\u0163ional FMCG pentru \u00eentreaga regiune a Balcanilor. \u00cen 2012 a fondat departamentul Consumer &#038; Business Insight \u00een Starcom Rom\u00e2nia, care realizeaz\u0103 studii pentru o mai bun\u0103 \u00een\u0163elegere a consumatorilor \u015fi ofer\u0103 servicii de m\u0103surare a eficien\u0163ei comunic\u0103rii pentru to\u0163i clien\u0163ii agen\u0163iei. \u00cen ultimii 2 ani, ea a extins capacit\u0103\u0163ile de analiz\u0103 \u015fi cercetare a datelor la nivelul grupului Publicis, reunind o echip\u0103 de exper\u0163i \u00een domeniile cercet\u0103rii, statisticii, analizei avansate, \u015ftiin\u0163elor datelor \u015fi dezvolt\u0103rii instrumentelor business intelligence.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>Din pozi\u0163ia actual\u0103, gestioneaz\u0103 toate resursele Data Intelligence la nivelul Publicis Groupe Rom\u00e2nia pentru a \u00eembun\u0103t\u0103\u0163i eficien\u0163a lor, coordon\u00e2nd echipe de speciali\u015fti \u00een date din toate agen\u0163iile grupului (Publicis Media, Leo Burnett, Zenith, Saatchi &#038; Saatchi+The Geeks, MSL The Practice, Publicis Rom\u00e2nia, Spark Foundry), fiind \u00een acela\u015fi timp conectat\u0103 la re\u0163eaua global\u0103 Data Intelligence.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>Este responsabil\u0103 cu dezvoltarea portofoliului de solu\u0163ii Data Intelligence \u00een cadrul grupului, precum \u015fi cu dezvoltarea proceselor \u015fi fluxurilor de lucru care asigur\u0103 dezvoltarea continu\u0103 a capabilit\u0103\u0163ilor echipei Data Intelligence.<\/strong><\/p>\n<hr \/>\n<p>\n<strong>Un serviciu pentru fiecare nevoie<\/strong><\/p>\n<p>\n\u201ePentru o prognoz\u0103 a indicatorilor de brand \u00een func\u0163ie de modul \u00een care clien\u0163ii comunic\u0103, putem folosi Business Compass sau Analizele Econometrice. Dac\u0103 vrem sa urm\u0103rim eficien\u0163a unei campanii \u00een timp ce aceasta se deruleaz\u0103, folosim Campaign Monitoring, On-going Digital Presence sau AdImpact. Putem \u00een\u0163elege mai bine activitatea competi\u0163iei prin Conversation Radar, Digital Health Index sau Competitive Overview. Pentru c\u0103 promo\u0163iile sunt o component\u0103 important\u0103 \u00een bugetul de marketing, putem optimiza eficien\u0163a campaniilor promo\u0163ionale prin intermediul Promo Radar, Real Time Promo Dashboard \u015fi Commerce Radar. Nu \u00een ultimul r\u00e2nd, clien\u0163ii sunt la curent cu evolu\u0163ia comportamentului consumatorilor prin analize de social listening, prin studii sau analize netnografice\u201d, descrie Rodica Mihalache solu\u0163iile pe care compania le ofer\u0103. Una dintre cele mai c\u0103utate solu\u0163ii este Conversation Radar, \u201epentru c\u0103 analizeaz\u0103 conversa\u0163iile online despre brand prin prisma vizibilit\u0103\u0163ii, calit\u0103\u0163ii conversa\u0163iei \u015fi a nivelului de engagement al comunit\u0103\u0163ii online. Totodat\u0103, permite clien\u0163ilor s\u0103 urm\u0103reasc\u0103 \u00een timp real activitatea pe propriile pagini de social media, precum \u015fi pe paginile concuren\u0163ilor \u015fi integreaz\u0103 mai multe surse de date \u00een timp real. Pe baza conversa\u0163iilor purtate \u00een mediul online despre brand, a volumului lor \u015fi a sentimentelor exprimate de consumatori, clientul poate s\u0103 urm\u0103reasc\u0103 modul \u00een care sunt primite mesajele campaniilor sale \u015fi poate interveni imediat, dac\u0103 este nevoie.\u201d<\/p>\n<p>\n\u00cen plus, ea spune c\u0103 solu\u0163iile sunt adaptate fiec\u0103rui client \u00een parte \u00een func\u0163ie de provocarea pe care o are \u00een acel moment. \u201ePutem dezvolta oric\u00e2nd solu\u0163ii noi \u015fi facem un fel de mix and match al diferitelor solu\u0163ii pentru o relevan\u0163\u0103 c\u00e2t mai mare pentru client, analiz\u00e2nd periodic utilitatea solu\u0163iilor propuse \u015fi adapt\u00e2ndu-le la noile cerin\u0163e.\u201d<\/p>\n<p>\nC\u00e2t prive\u015fte modul \u00een care se deruleaz\u0103 accesul \u015fi consultan\u0163a, exist\u0103 c\u00e2\u0163iva pa\u015fi importan\u0163i. \u201eClien\u0163ii no\u015ftri acceseaz\u0103 solu\u0163iile din platforma AIQ portal, disponibil\u0103 de pe orice dispozitiv, \u00een orice moment, dup\u0103 crearea unui cont \u015fi pe baz\u0103 de dubl\u0103 autentificare. Dup\u0103 o sesiune de consultan\u0163\u0103, primesc o recomandare de solu\u0163ii personalizat\u0103. Fiecare solu\u0163ie oferit\u0103 este \u00eenso\u0163it\u0103 de asisten\u0163\u0103 tehnic\u0103, sesiuni de preg\u0103tire, analiza datelor \u015fi, dup\u0103 cum am men\u0163ionat, revizuirea trimestrial\u0103 a utilit\u0103\u0163ii acestuia pentru client, fiind aduse \u00eembun\u0103t\u0103\u0163iri la nivel de user experience.\u201d P\u00e2n\u0103 acum, clien\u0163ii ajungeau s\u0103 apeleze la serviciile businessului prin agen\u0163iile din cadrul Publicis Groupe Rom\u00e2nia. \u201e\u00cen cur\u00e2nd vom lansa \u015fi un site unde orice companie interesat\u0103 va putea afla \u00een ce const\u0103 fiecare solu\u0163ie de date, ce beneficii aduce, cum poate fi accesat\u0103, exist\u00e2nd desigur \u015fi o invita\u0163ie la un dialog pentru a g\u0103si \u00eempreun\u0103 cea mai bun\u0103 op\u0163iune\u201d, anun\u0163\u0103 Rodica Mihalache.<\/p>\n<p>\n<strong>Comunicarea, solu\u0163ia pentru cre\u015fterea businessului<\/strong><\/p>\n<p>\nIlinca Ni\u0163u, Data Intelligence Business Growth Director, spune c\u0103 \u00een func\u0163ie de complexitatea lor, solu\u0163iile oferite de Publicis Groupe Rom\u00e2nia necesit\u0103 niveluri diferite de investi\u0163ie, \u0163in\u00e2nd cont de expertizele implicate \u00een dezvoltarea lor \u015fi de alte condi\u0163ii: dac\u0103 exist\u0103 costuri de utilizare sau dezvoltare a unor solu\u0163ii tehnologice, dac\u0103 este necesar\u0103 achizi\u0163ionarea unor date sau dac\u0103 se dezvolt\u0103 algoritmi de calcul customiza\u0163i pentru o anumit\u0103 analiz\u0103. \u201eSolu\u0163iile de data intelligence pot avea pre\u0163uri de sute de euro \u2013 de exemplu, 500 de euro pentru instrumente care presupun, \u00een mare, monitorizarea agregat\u0103 a unor KPIs, \u015fi zeci de mii de euro \u2013 p\u00e2n\u0103 la 20.000 euro pentru solu\u0163ii care implic\u0103 lucruri mai complicate, cum ar fi attribution modeling \u015fi previziuni de impact \u00een business KPIs. (&#8230;) Cele mai c\u0103utate solu\u0163ii sunt cele care au un impact imediat \u00een rezultate, un impact vizibil \u00een cre\u015fteri de KPIs.\u201d<\/p>\n<hr \/>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/7266\/20093137\/5\/ilinca-nitu-3.jpg?height=930&#038;width=620\" style=\"width: 620px; height: 930px; margin-top: 10px; margin-bottom: 10px;\" \/><\/p>\n<p>\n<span style=\"color:#000080;\"><strong>Ilinca Ni\u0163u, Data Intelligence Business Growth Director, Publicis Groupe Rom\u00e2nia: \u201eTot mai multe companii \u00een\u0163eleg rolul comunic\u0103rii \u00een cre\u015fterea reputa\u0163iei \u015fi consolidarea cifrei de v\u00e2nz\u0103ri. Glumind, am putea spune c\u0103 nu prea mai e cale de \u00eentoarcere la acel \u00abbusiness as usual\u00bb, \u00een care deciziile sunt luate mai degrab\u0103 pe baza unor instincte.\u201d<\/strong><\/span><\/p>\n<p>\n<span style=\"color:#ffffff;\"><strong><span style=\"background-color:#000080;\">Carte de vizit\u0103<\/span><\/strong><\/span><\/p>\n<p>\n<span style=\"color:#000080;\"><strong><em>Ilinca Ni\u0163u, Data Intelligence Business Growth Director, Publicis Groupe Rom\u00e2nia<\/em><\/strong><\/span><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666<\/span> De\u0163ine rolul de Data Intelligence Business Growth Director \u00een Publicis Groupe Rom\u00e2nia din iunie 2020, lucr\u00e2nd \u00een cadrul grupului \u00een ultimii 14 ani. A coordonat resursele implicate \u00een proiectele agen\u0163iilor de publicitate \u015fi media din Rom\u00e2nia, Bulgaria \u015fi Ungaria, dezvolt\u00e2nd strategii \u015fi campanii integrate de comunicare.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>\u00cen pozi\u0163ia actual\u0103, ea construie\u015fte noi rela\u0163ii \u015fi cultiv\u0103 rela\u0163iile cu clien\u0163ii actuali ai Publicis Groupe Rom\u00e2nia. Lucreaz\u0103 cu echipe dedicate zonei de data intelligence din agen\u0163iile membre Publicis Groupe Rom\u00e2nia (Leo Burnett, Zenith, Saatchi &#038; Saatchi + The Geeks, MSL The Practice, Publicis Rom\u00e2nia, Spark Foundry) pentru a identifica provoc\u0103rile \u015fi a g\u0103si solu\u0163iile data intelligence adecvate, care s\u0103 ajute la cre\u015fterea rezultatelor de business ale clien\u0163ilor.<\/strong><\/p>\n<p>\n<strong><span style=\"color:#000080;\">\u2666 <\/span>Este, totodat\u0103, responsabil\u0103 cu identificarea de noi oportunit\u0103\u0163i de business \u015fi cre\u015fterea sinergiilor pentru analiza integrat\u0103 de date pentru clien\u0163ii Publicis Groupe care acceseaz\u0103 mai multe tipuri de servicii disponibile (media, crea\u0163ie, PR).<\/strong><\/p>\n<p>\n&nbsp;<\/p>\n<hr \/>\n<p>\nF\u0103r\u0103 \u00eendoial\u0103, adaug\u0103 ea, tot mai multe companii \u00een\u0163eleg rolul comunic\u0103rii \u00een cre\u015fterea reputa\u0163iei \u015fi consolidarea cifrei de v\u00e2nz\u0103ri. \u201eDin experien\u0163a noastr\u0103, odat\u0103 ce un client a accesat intrumentele de date, r\u0103m\u00e2ne un sus\u0163in\u0103tor al acestora. Glumind, am putea spune c\u0103 nu prea mai e cale de \u00eentoarcere la acel \u00abbusiness as usual\u00bb, \u00een care deciziile sunt luate mai degrab\u0103 pe baza unor instincte. La fel se \u00eent\u00e2mpl\u0103 \u015fi \u00een regiunea Europei de Sud-Est, cu men\u0163iunea c\u0103 Publicis Groupe Rom\u00e2nia se afl\u0103 la un nivel avansat \u00een ceea ce prive\u015fte implementarea solu\u0163iilor de date, deci este posibil ca \u015fi clien\u0163ii s\u0103 fie un pic mai educa\u0163i \u00een aceast\u0103 zon\u0103.\u201d Cum contribuie solu\u0163iile de date la cre\u015fterea unui business, cum \u00eei \u00eembun\u0103t\u0103\u0163esc performan\u0163a? \u201ePe scurt, pe baza solu\u0163iilor \u015fi a consultan\u0163ei strategice oferite de echipa Data Intelligence, clien\u0163ii pot \u00een\u0163elege comportamentul consumatorilor, performan\u0163a concuren\u0163ei sau modalit\u0103\u0163i prin care s\u0103 evalueze \u015fi s\u0103 \u00eembun\u0103t\u0103\u0163easc\u0103 eficien\u0163a campaniilor de marketing. Mai departe, ei au posibilitatea de a-\u015fi adapta strategiile de marketing, de v\u00e2nz\u0103ri \u015fi de business mai rapid ca niciodat\u0103 \u015fi de a ob\u0163ine rezultate cuantificabile. Cu alte cuvinte, pot lua decizii tot mai bine informate, care, \u00een final, se pot reflecta \u00een cre\u015fterea v\u00e2nz\u0103rilor\u201d, explic\u0103 Ilinca Ni\u0163u. \u201eFaptul c\u0103 majoritatea solu\u0163iilor de date sunt oferite \u00een timp real \u00een compara\u0163ie cu clasicele rapoarte post-campanie, studii trimestriale sau anuale, ne motiveaz\u0103 s\u0103 eficientiz\u0103m continuu comunicarea. Mai mult, noi program\u0103m algoritmi de calcul \u015fi dezvolt\u0103m solu\u0163ii tehnice pe baza nevoilor clien\u0163ilor, disponibile pe orice dispozitiv, care s\u0103 asigure accesul clien\u0163ilor 24\/7 la datele necesare pentru a fundamenta decizii. Cantitatea de date la care au acces clien\u0163ii no\u015ftri este uneori cople\u015fitoare. Modalitatea de corelare \u015fi vizualizare, felul \u00een care scal\u0103m \u015fi analiz\u0103m toate aceste informa\u0163ii \u00eei ajut\u0103 foarte mult s\u0103 aib\u0103 o viziune clar\u0103 asupra propriului business \u015fi brand\u201d, adaug\u0103 ea.<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<strong>Planuri ambi\u0163ioase \u00eentr-un timp scurt<\/strong><\/p>\n<p>\nP\u00e2n\u0103 la finalul acestui an, Rodica Mihalache spune c\u0103 de la cele peste 25 de solu\u0163ii de date unice \u015fi consultan\u0163\u0103 strategic\u0103 \u015fi-au propus s\u0103 dezvolte \u00eenc\u0103 cel pu\u0163in zece astfel de solu\u0163ii. \u201ePeste 40 de clien\u0163i au accesat p\u00e2n\u0103 acum solu\u0163iile Publicis Groupe Rom\u00e2nia \u015fi au primit consultan\u0163\u0103 din partea echipei Data Intelligence, num\u0103r pe care ne propunem s\u0103 \u00eel dubl\u0103m p\u00e2n\u0103 la finalul anului.\u201d<\/p>\n<p>\n\u00cen ceea ce prive\u015fte obiectivele pe termen mediu \u015fi lung, Rodica Mihalache spune: \u201eNe dorim s\u0103 fim op\u0163iunea num\u0103rul unu pentru orice business interesat s\u0103 \u00ee\u015fi \u00eembun\u0103t\u0103\u0163easc\u0103 rezultatele de marketing \u015fi comunicare. Avem cuno\u015ftin\u0163ele, experien\u0163a \u015fi resursele necesare \u015fi vedem c\u0103 ecosistemul de date \u00een baza c\u0103ruia companiile \u00ee\u015fi pot fundamenta strategia lor de business se m\u0103re\u015fte din ce \u00een ce mai mult, iar noi putem aduce un plus de valoare \u00een analiza acestor date, dezvolt\u00e2nd un parteneriat pe termen lung.\u201d<\/p>\n<p>\nFondat \u00een 1926, Publicis Groupe este, potrivit reprezentan\u0163ilor businessului, al treilea cel mai mare grup de comunicare din lume. Prezent\u0103 \u00een peste 100 de \u0163\u0103ri, afacerea are o echip\u0103 de aproximativ 80.000 de angaja\u0163i. \u00cen 2020, a avut venituri nete de 9,7 miliarde de euro, un rezultat similar cu cel \u00eenregistrat \u00een anul anterior.<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/7266\/20093137\/6\/cifra.jpg?height=596&#038;width=305\" style=\"width: 305px; height: 596px;\" \/><img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/7266\/20093137\/7\/cifra-2.jpg?height=671&#038;width=305\" style=\"width: 305px; height: 671px; margin-left: 10px; margin-right: 10px; float: left;\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nu de pu\u0163ine ori am auzit expresia \u201einforma\u0163ia \u00eenseamn\u0103 putere\u201d. La nivel de business, s\u0103 fii informat \u00eenseamn\u0103 s\u0103 \u00ee\u0163i cuno\u015fti foarte bine clien\u0163ii, nevoile acestora, pia\u0163a \u00een care activezi, concuren\u0163a \u015fi tendin\u0163ele. Toate, deopotriv\u0103, te ajut\u0103 s\u0103 \u00ee\u0163i cre\u015fti businessul. Iar calea pentru a le ob\u0163ine const\u0103, potrivit reprezentan\u0163ilor Publicis Groupe Rom\u00e2nia, \u00een solu\u0163iile [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,698,512],"tags":[235,48841,26418,10322,7178,48840],"class_list":["post-194288","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-cover-story","category-revista-bm","tag-business","tag-data-intelligence","tag-expertiza","tag-informatii","tag-marketing","tag-publicis-groupe-romania"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/194288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=194288"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/194288\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=194288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=194288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=194288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}