Drugi jezik na kojem je dostupan ovaj članak: Bosnian
On 10th and 11th April, AGB Nielsen’s offices in Zagreb hosted the advanced course in Arianna software for the most advanced media planers in the market. This workshop, held in collaboration between Croatian and Slovenian branches of AGB Nielsen, was led by Boštjan Kušnjerek, one of the leading experts in Arianna in the region and head of the Slovenian CS team, with the assistance of the entire Croatian CS team.
Through presentations of Arianna’s modules participants learned about the possibilities and methods of advanced TV campaign analysis. In addition, Boštjan shared his rich experience and good practices from the Slovenian marketing industry with the participants of the workshop.
All-day classes were supported by professionals from Universal McCann, Direct Media, Advans, Carat, Omnicom Media Group, Publicis, Mediacom and Real agencies. The workshop presented the use of 10 modules, and participants were most interested in Simulation and Multicampaign modules that provide insight into TV campaign details such as channel mix and cost-effectiveness in terms of leads and reach.
One of the training participants, Jan Jurjević, Research Manager at Universal McCann, said of the course: “Useful and educational. It is important to know and use research tools properly, especially when it comes to the most extensive media research.”
Tatjana Jonjić, Account Manager & Strategist at Advans Adria, also participated in the training: “I believe that every day you can learn something new, and that proved true at this AGB workshop. Despite years of experience, it was very useful to gain insight into new possibilities that have shown me how to use the data in a new way and to maximally utilize all the benefits of this tool. Definitely very useful for both us and our clients!”
Ivana Žulj, Account Director, Dentsu Aegis Network: “The workshop was well organized and comprehensive. It’s always good to learn something new, but also recall the various possibilities of this tool which is essential for our job. An additional insight and practical advice gained at the workshop will be useful to all of us in the future. Kudos to AGB Nielsen for this initiative, and the organization of the workshop.”
In addition to the mentioned advantages for the participants through the exchange of know-how and experience, the workshop was also a valuable platform for AGB Nielsen to better understand the needs and challenges of the clients in their daily work with this software.