{"id":17190,"date":"2024-07-03T16:29:16","date_gmt":"2024-07-03T14:29:16","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=17190"},"modified":"2024-10-03T14:08:46","modified_gmt":"2024-10-03T12:08:46","slug":"return-on-equity","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-2024\/return-on-equity\/","title":{"rendered":"Return on Equity"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"17190\" class=\"elementor elementor-17190\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tReturn on Equity, czyli jak jednocze\u015bnie aktywowa\u0107 sprzeda\u017c w kr\u00f3tkim terminie i budowa\u0107 siln\u0105 mark\u0119 na przysz\u0142o\u015b\u0107\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tROI, equity, sales, salesactivation, brand, branbuilding, attribution, MMM, research, campaign, creative, synergy, image\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNOWE MEDIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">16.05<\/span> WTOREK, 24 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e635d77 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e635d77\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fb83f55\" data-id=\"fb83f55\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0fd7d62 elementor-widget elementor-widget-shortcode\" data-id=\"0fd7d62\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tLes Binet i Peter Field ucz\u0105 o optymalnych proporcjach pomi\u0119dzy budowania marki w d\u0142ugim okresie a kr\u00f3tkoterminow\u0105 aktywacj\u0105 sprzeda\u017cy (60\/40). Jednocze\u015bnie marketerzy wci\u0105\u017c borykaj\u0105 si\u0119 ze zr\u00f3wnowa\u017ceniem przeciwstawnych sobie cel\u00f3w kampanii w tym obszarze. Potrafimy mierzy\u0107 roz\u0142\u0105cznie efektywno\u015b\u0107 sprzeda\u017cow\u0105 i wizerunkow\u0105, ale wyzwaniem pozostaje wsp\u00f3lna atrybucja obu obszar\u00f3w do siebie. Korzystaj\u0105c z meta-analizy modeli ekonometrycznych w po\u0142\u0105czeniu z badaniami wizerunku marek z portfolio Pepsico udowodnimy, \u017ce cele te nie stoj\u0105 ze sob\u0105 w sprzeczno\u015bci. Na podstawie analiz stworzyli\u015bmy konkretne wytyczne strategii komunikacji marki masowej, skutecznej zar\u00f3wno sprzeda\u017cowo, jak i wizerunkowo. Dyskusja wok\u00f3\u0142 dominuj\u0105cych paradygmat\u00f3w bran\u017cowych poparta w\u0142asnymi danymi oraz business casemi urealni istotno\u015b\u0107 zmiennych z poziomu: biznesu (dojrza\u0142o\u015b\u0107 marki), strategii (differentiation vs distinctiveness), bada\u0144 i kreacji (category drivers vs human centricity).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-905182c elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"905182c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-weight:300\">FESTIWAL <\/span>INSUMMIT <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e582445\" data-id=\"e582445\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83bab6c elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"83bab6c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Brennek_Bartosz.jpg\" class=\"attachment-full size-full wp-image-17192\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Brennek_Bartosz.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Brennek_Bartosz-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Bartosz Brennek<\/span><p class=\"elementor-image-box-description\">Strategy &amp; Capability Director<br>\n<strong>Zenith<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea212c7 elementor-widget elementor-widget-text-editor\" data-id=\"ea212c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tStrateg z do\u015bwiadczeniem komunikacyjnym i konsultingowym oraz zapleczem analityczno-badawczym. Pracowa\u0142 dla klient\u00f3w realizuj\u0105cych innowacyjne i szeroko nagradzane kampanie (Effie, Mixx Awards, KTR, Innovation). W Zenith odpowiedzialny za integracj\u0119 narz\u0119dzi badawczych i analitycznych z komunikacyjnymi, dzia\u0142ania z zakresu contentu, event\u00f3w i influencer\u00f3w, rozw\u00f3j oferty konsultingowej w oparciu o policzalne narz\u0119dzia, oraz scouting i skalowanie innowacyjnych rozwi\u0105za\u0144 z rynku. Uczestniczy\u0142 w projektach konsultacyjnych z zakresu transformacji cyfrowej. W ramach Publicis Groupe by\u0142 g\u0142ownym ekspertem grup roboczych z zakresu data driven &#038; performance marketingu oraz developmentu nowych produkt\u00f3w. Doradza\u0142 start-upom, m.in. w ramach programu akceleracyjnego Stowarzyszenia Komunikacji Marketingowej SAR. Scouter i doradca business developmentu w akceleratorze Publicis Group \u2013 nextTECHnow.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6c02ae9\" data-id=\"6c02ae9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e2bdbbc elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"e2bdbbc\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Bajerski_Piotr.jpg\" class=\"attachment-full size-full wp-image-17193\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Bajerski_Piotr.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Bajerski_Piotr-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Piotr Bajerski<\/span><p class=\"elementor-image-box-description\"> Consumer, Analytics and Media Insights Manager<br>\n<strong>Pepsico<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0959e7 elementor-widget elementor-widget-text-editor\" data-id=\"b0959e7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAbsolwent Szko\u0142y G\u0142\u00f3wnej Handlowej w Warszawie, w kt\u00f3rej od samego pocz\u0105tku rozkwita\u0142a u niego mi\u0142o\u015b\u0107 do \u015bwiata bada\u0144 marketingowych. Z bran\u017c\u0105 badawcz\u0105 zwi\u0105zany od ponad 10 lat, do\u015bwiadczenie zdobywa\u0142 zar\u00f3wno po stronie agencji badawczych (Millward Brown, Nielsen) jak i po stronie producenta (PepsiCo). Na co dzie\u0144 z zami\u0142owaniem przemienia pozornie chaotyczne dane i liczby w zrozumia\u0142y dla wszystkich j\u0119zyk korzy\u015bci biznesowych i warto\u015bciowych rekomendacji. Szcz\u0119\u015bliwy m\u0105\u017c i dumny tata dw\u00f3ch wspania\u0142ych c\u00f3rek. W wolnym czasie sportowiec amator i mi\u0142o\u015bnik podr\u00f3\u017cy.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Return on Equity, czyli jak jednocze\u015bnie aktywowa\u0107 sprzeda\u017c w kr\u00f3tkim terminie i budowa\u0107 siln\u0105 mark\u0119 na przysz\u0142o\u015b\u0107ROI, equity, sales, salesactivation, brand, branbuilding, attribution, MMM, research, campaign, creative, synergy, imageNOWE MEDIASESJA MODEROWANA16.05 WTOREK, 24 WRZE\u015aNIALes Binet i Peter Field ucz\u0105 o optymalnych proporcjach pomi\u0119dzy budowania marki w d\u0142ugim okresie a kr\u00f3tkoterminow\u0105 aktywacj\u0105 sprzeda\u017cy (60\/40). Jednocze\u015bnie marketerzy [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":16980,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-17190","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - 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