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    Enjoy the summer with Cinedays Film Factor 20

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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

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Home Young Leaders

Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

Znebiti se moramo sporočil, ki spodbujajo nesigurnost in frustracije, kar je še posebej pogosto v oglaševanju izdelkov za ženske.

01/11/2019
in Featured, Young Leaders
4 min read
Mladi Lideri

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Razgovarala: Asja Dupanović

Maša Crnkovič je vodja analitike in načrtovanja nakupne izkušnje na marketinški agenciji Futura DDB. Na podlagi podatkov oblikuje marketinške strategije, načrtuje uporabniško izkušnjo in nakupno pot preko vseh stičnih točk. Med njene reference sodijo naročniki kot so Spar, Obi, Adriatic Slovenica, Eko sklad, Carglass, GoOpti, Petrol in Bigbang. Na Futuri je soustvarila interno reorganizacijo in procese digitalnega oddelka. Aktivno prispeva tudi k izobraževanju naročnikov, sodelavcev in slovenskega marketinškega prostora. Najraje dela projekte, ki slonijo na podatkih in uporabnosti ter rešujejo konkreten problem – imajo strateški pristop in osnovo v praktični rešitvi (ne samo v kreativni komunikaciji).

MM: Kako dolgo se ukvarjaš z analizo podatkov in od kje izhaja tvoja strast do branja med vrsticami Excela?

Maša Crnkovič: Z analizo podatkov se ukvarjam že 10 let, od kar sem pričela s študijem na družboslovni informatiki (FDV), kjer sem tudi magistrirala iz analize in optimizacije uporabniške izkušnje. Študij je bila super osnova za to, kar danes počnem: na eni strani statistika, analize in različne raziskovalne metode, na drugi pa teorija iz sociologije, uporabniške izkušnje in uporabe sodobnih tehnologij. Potem pa sem to znanje nadgradila z delom v raziskovalni agenciji, v šoli za start-upe in kasneje na digitalni agenciji. Excel je samo eno izmed orodij, ki jih pri delu uporabljam, saj sodobne tehnologije omogočajo veliko različnih načinom zbiranja in analize podatkov.

MM: Si vodja analitike in načrtovanja nakupne izkušnje. Kaj je zares tvoje delo v kreativni agenciji?

Maša Crnkovič: Na podlagi raziskav in podatkov gradim več-kanalne marketinške strategije, načrtujem uporabniško izkušnjo spletne strani, oblikujem nakupno pot preko vseh stičnih točk ter optimiziram komunikacijo na spletu. Moja vloga je ključna na začetku projekta, ko sestavljamo strategijo in oblikujemo temelje uporabniške izkušnje, nato ko testiramo protipe ali oglasne kreative, ter po lansiranju projekta, ko analiziramo rezultate in iščemo priložnosti za izboljšave. Lahko bi rekla, da našim naročnikom pomagam vzpostaviti tesnejši dialog s strankami in razkrivam priložnosti skrite v njihovih podatkih. Poleg tega na Futuri skrbim za razvoj digitalnih kompetenc in storitev.

MM: Kaj so največiji izzivi tvoje pozicije in kako se z njimi soočaš?

Maša Crnkovič: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela. Ni dovolj, da je v podjetju zaposlen analitik, ki po naročilu pripravlja poročila za različne oddelke ali strokovnjake. Vsak strokovnjak bi moral znati sam analizirati in osmisliti podatke, ki so vezani na njegovo delo. Zato je največji izziv opolnomočenje ljudi za delo s podatki tako, da jih lahko hitro in enostavno uporabijo za izboljšanje rezultatov. Tipični primer je Google Analytics – vsi ga imamo, ampak redki vedo, kaj z njim uporabnega početi. Pri data-driven pristopu so podatki še najmanjša težava, “driven” del je težji.

MM: Ali lahko izpostaviš en projekt, kjer si se soočila z na videz nepremostljivo oviro, in deliš s kolegi v regiji, kako si obvladala situacijo ter kaj si se iz nje naučila?

Maša Crnkovič: Največji izziv je bil “interni projekt” digitalne transformacije in vpeljave podatkov v vse vidike našega delovanja. Potrebno je bilo najti ljudi s pravim znanjem in mentaliteto, hkrati pa vzpostaviti takšen proces dela, da delujemo usklajeno tudi z “ne-digitalnimi strokovnjaki”, se med seboj izobražujemo in izboljšujemo učinkovitost ekipe. Danes vsi v ekipi razumemo koncept nakupne poti in uporabniške izkušnje, potem pa vsak s svojo specializacijo ustvarja del te poti. Med nami se je ustvarila odlična energija in precej časa preživimo skupaj tudi po službi.

MM: Prav tako redno prispevaš k izobraževanju strank, sodelavcev in drugih udeležencev na slovenski marketinški sceni. Katero svoje znanje najraje deliš z drugimi?

Maša Crnkovič: Najraje imam custom-made izobraževanja, kjer se lahko posvetimo konkretnemu izzivu naročnika. Recimo pri izobraževanju v spletni analitiki ima vsako podjetje nekoliko drugačne potrebe. Če želimo res dobro razumeti podatke, potem jih je potrebno konkretno vpeti v vsakodnevne izzive posameznih strokovnjakov, ki imajo različne cilje in tudi predznanje. Na ta način vodim izobraževanja in delavnice načrtovanja nakupne poti, spletne analitike in oblikovanja celostne digitalne izkušnje. Sicer pa so mi vedno znova izziv predavanja pred večjo publiko, kot je bilo predavanje na SOF-u, SOZ-u (slovenska oglaševalska zbornica), Web camp-u, 2x na meetup-u Growth Hacking Slovenija, večkrat na fakulteti FDV in drugje. Svoje znanje analize podatkov sem prenesla tudi na sodelavce, ki delujejo na področju družabnih omrežij, Google oglaševanja in oblikovanja spletnih strani, kar celotni agenciji omogoča podatkovno podprto delovanje. Za “dušo” pa pomagam graditi tudi skupnost Growh hacking Slovenija, ki podpira uporabo podatkov v marketingu.

MM: Kot ustvarjalci komunikacij imamo veliko odgovornost do posameznikov in celotne družbe. Kako kot mlada vodja vidiš, da naša industrija lahko odločneje doprinese k rešitvami in pozitivnimi spremembami v svetu?

Maša Crnkovič: Vedno znova sem vesela, ko lahko ustvarimo kampanje, ki imajo pozitivno sporočilo za posameznika in družbo. Mislim, da se moramo znebiti sporočil, ki spodbujajo nesigurnost in frustracije, kar je še posebej pogosto v oglaševanju izdelkov za ženske.

MM: Ko nisi v agenciji, ko se oddaljiš od Excela, kje te lahko najdemo? Kako se najraje sproščaš? 

Maša Crnkovič: Sproščam se z jogo, tekom, prijatelji in Netflixom. Pravi odklop pa so seveda potovanja.

Tags: Futura DDB LjubljanaSlovenija
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