{"id":423145,"date":"2020-05-15T11:07:56","date_gmt":"2020-05-15T09:07:56","guid":{"rendered":"http:\/\/hudo.com\/si\/?p=423145"},"modified":"2020-05-15T12:39:30","modified_gmt":"2020-05-15T10:39:30","slug":"slovenska-inovacija-ki-spreminja-svet-spletnega-marketinga","status":"publish","type":"post","link":"https:\/\/hudo.com\/si\/aktualno\/slovenska-inovacija-ki-spreminja-svet-spletnega-marketinga\/","title":{"rendered":"Slovenska inovacija, ki spreminja svet spletnega marketinga"},"content":{"rendered":"

Slovenska inovacija<\/b><\/span><\/h2>\n

Podjetje I.R.V. d.o.o. s sede\u017eem v Ljubljani je zaklju\u010dilo razvoj platforme za obdelavo podatkov Behaviour Exchange <\/b><\/span><\/a>(kratko BEX<\/b>). Ta strankam nudi tri napredne marketin\u0161ke storitve: vzpostavitev baze podatkov o kupcih (customer intelligence), personalizirano ogla\u0161evanje in personalizirano prilagajanje vsebine spletnih mest vsakemu posamezniku. Vsaka od njih podjetjem, ogla\u0161evalcem in medijem omogo\u010da, da uporabijo podatke na povsem nove na\u010dine in s pomo\u010djo izku\u0161enj ekipe BEX ob\u010dutno izbolj\u0161ajo svoje poslovne rezultate.<\/p>\n

Interdisciplinarno skupino, ki stoji za startup<\/i> projektom, sestavljajo podatkovni znanstveniki, matematiki, strokovnjaki za umetno inteligenco in strojno u\u010denje, psihologi, IT razvijalci, strokovnjaki za vsebino in digitalni marketing. Ti s pomo\u010djo big data<\/em>, umetne inteligence in matemati\u010dnih algoritmov gradijo sofisticirane modele, s katerimi profilirajo vsakega od anonimnih obiskovalcev.<\/p>\n

Popolni trikotnik<\/b><\/span><\/span><\/h3>\n

Ta tehnolo\u0161ko-marketin\u0161ki projekt temelji na treh klju\u010dnih storitvah. O personaliziranem ogla\u0161evanju<\/b> govorimo v delu, ko tehnologija Behaviour Exchange prilagaja oglasno sporo\u010dilo vsakemu posamezniku posebej glede na njegov profil, sestavljen iz demografskih in osebnostnih lastnosti, interesov, nakupnih navad in drugih podatkov. Vse ve\u010d podjetij in medijev je spoznalo tudi prednosti samodejnega personaliziranega prilagajanja vsebine<\/b> spletne strani obiskovalcu v trenutku, ko obi\u0161\u010de stran. Morda najbolj kompleksno in napredno storitev, na katero so pri Behaviour Exchange \u0161e posebej ponosni, pa v marketin\u0161kem \u017eargonu imenujemo customer intelligence<\/b><\/i>. Gre za pametno zbiranje, obdelavo in uporabo podatkov o kupcih, ki jih platforma pove\u017ee z BEX bazo treh milijonov anonimnih profilov slovenskih spletnih uporabnikov. To podjetjem omogo\u010da izjemno u\u010dinkovite prodajne kampanje, hitre odlo\u010ditve, ob\u010duten prihranek pri stro\u0161kih ogla\u0161evanja in kadrov ter enostavnej\u0161e, s \u0161tevilkami podkrepljeno, strate\u0161ko na\u010drtovanje.<\/p>\n

Kot rada poudari Lili Cizelj<\/b>, vodja oddelka za poslovno inteligenco pri Behaviour Exchange, te tri storitve tvorijo popoln trikotnik. Podjetja lahko uporabijo katerega koli od treh \u2018kotov\u2019, najbolj mo\u010dan pa je trikotnik seveda v svoji celoti.<\/p>\n

Nova prilo\u017enost za podjetja<\/b><\/span><\/h2>\n

Prvi izbrani uporabniki so imeli prilo\u017enost nove storitve platforme Behaviour Exchange preizkusiti \u017ee tekom njenega razvoja, zdaj pa storitve kon\u010dno postajajo dostopne tudi za druga podjetja in organizacije. Ustvarjalci te dni tako vso energijo vlagajo v pogovore s strankami in informiranje poslovne javnosti o prednostih in potencialu uporabe nove tehnologije za napredno obdelavo in uporabo podatkov o kupcih, ki omogo\u010da avtomatizirano izvajanje zapletenih procesov, kakr\u0161ni so prej zahtevali zaposlovanje visoko usposobljenih kadrov, veliko \u010dasa in izjemno visoke vlo\u017eke. Posledi\u010dno so bili povsem nedosegljivi celo za velika in srednja podjetja iz na\u0161e regije.<\/p>\n

\"\"
Z leve proti desni: Direktor Marijan Jurenec, vodja IT Mitja Doma, vodja za poslovno inteligenco Lili Cizelj, vodja komuniciranja Eva Jurenec, tr\u017enik Lovro Herga in vodja tr\u017eenja Peter Kresnik<\/figcaption><\/figure>\n

Podjetje I.R.V. d.o.o. bo ogla\u0161evalskih agencijam po novem omogo\u010dalo neposreden dostop do BEX baze 14-ih milijonov anonimnih profilov (od tega 3 milijone samo za Slovenijo)<\/b>. Tako bodo \u017ee konec junija 2020 prve agencije in mediji v Sloveniji in regiji za\u010deli medijske zakupe, na\u010drtovanje kampanj, ciljano ogla\u0161evanje, PR, odnose s kupci in druge operacije izvajati neposredno in samostojno s pomo\u010djo platforme Behaviour Exchange.<\/p>\n

Direktor I.R.V. Marijan Jurenec<\/b>, ki je tekom svoje bogate kariere nabral obilico izku\u0161enj z uvajanjem novih tehnologij v Sloveniji in \u0161ir\u0161i regiji, z velikim navdu\u0161enjem govori o prvih rezultatih prvih podjetij, ki \u017ee uporabljajo platformo BEX bodisi za personalizirane oglasne kampanje, bodisi za avtomatizirano prilagajanja vsebine spletnih strani obiskovalcem ali za customer intelligence<\/i>. Sploh v teh negotovih \u010dasih, \u0161e poudarja, pa bo vsako podjetje dvakrat premislilo, v katere aktivnosti bodo vlagala, zato jim bo re\u0161itev, ki tako korenito optimizira tr\u017eenjski proces, pri\u0161la \u0161e kako prav.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tehnologija, ki je bila zaradi visokih stro\u0161kov in zapletenosti dolgo dosegljiva le najve\u010djim multinacionalkam, je po zaslugi slovenskega startupa zdaj na voljo tudi podjetjem doma in v \u0161ir\u0161i regiji.<\/p>\n","protected":false},"author":18,"featured_media":423148,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1179],"tags":[10212,12207,2050,1595],"source":[4511],"supertag":[5675],"acf":[],"yoast_head":"\nSlovenska inovacija, ki spreminja svet spletnega marketinga - Hudo Slovenija<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hudo.com\/si\/aktualno\/slovenska-inovacija-ki-spreminja-svet-spletnega-marketinga\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Slovenska inovacija, ki spreminja svet spletnega marketinga - Hudo Slovenija\" \/>\n<meta property=\"og:description\" content=\"Tehnologija, ki je bila zaradi visokih stro\u0161kov in zapletenosti dolgo dosegljiva le najve\u010djim multinacionalkam, je po zaslugi slovenskega startupa zdaj na voljo tudi podjetjem doma in v \u0161ir\u0161i regiji.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hudo.com\/si\/aktualno\/slovenska-inovacija-ki-spreminja-svet-spletnega-marketinga\/\" \/>\n<meta property=\"og:site_name\" content=\"Hudo Slovenija\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hudo.si\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-15T09:07:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-15T10:39:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hudo.com\/si\/wp-content\/uploads\/sites\/2\/2020\/05\/BEX_ekipa-1-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2077\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"A. 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