{"id":9168,"date":"2023-06-15T18:06:24","date_gmt":"2023-06-15T16:06:24","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=9168"},"modified":"2023-10-09T10:32:57","modified_gmt":"2023-10-09T08:32:57","slug":"czy-twoja-kampania-moze-byc-skuteczna","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2023\/czy-twoja-kampania-moze-byc-skuteczna\/","title":{"rendered":"Czy (Twoja) kampania mo\u017ce by\u0107 skuteczna ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9168\" class=\"elementor elementor-9168\" 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\tCzy (Twoja) kampania mo\u017ce by\u0107 skuteczna ?\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\tbehavioral targeting, efektywno\u015b\u0107  kampanii, wzrost efektywo\u015bci kampanii, pomiar efektywno\u015bci, ROI, benczmarki, GfK, Pepsico\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\tEFEKTYWNO\u015a\u0106\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\">10.05<\/span> \u015aRODA, 27 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-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-50 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\tPytanie z tematu wyst\u0105pienia mo\u017ce si\u0119 wyda\u0107 banalne i zadawane wielokrotnie. Jednak odpowied\u017a na nie wymaga, aby wspi\u0105\u0107 si\u0119 na mediowe i analityczne szczyty. Do odpowiedzi na nie potrzebne s\u0105 bowiem narz\u0119dzia, aby kampania by\u0142a efektywna i fakty, aby to potwierdzi\u0107. M\u00f3wimy bowiem o efektywno\u015bci sprzeda\u017cowej, a nie np. o \u015bwiadomo\u015bci marki i o okresie kampanii, a nie np. o komunikacji w horyzoncie dwuletnim. To wyst\u0105pienie b\u0119dzie wi\u0119c m\u00f3wi\u0107 o tym jak zrealizowa\u0107 efektywn\u0105 kampani\u0119 online lub TV kierowan\u0105 do grupy, kt\u00f3r\u0105 definiujemy w oparciu o dane, jakie produkty klienci kupuj\u0105 (lub nie). B\u0119dzie o tym, jakie fakty potwierdzaj\u0105 skuteczno\u015b\u0107 tego podej\u015bcia, w szczeg\u00f3lno\u015bci: wska\u017aniki ROI kampanii z bazy GfK. Ponadto, pokazane b\u0119d\u0105 wyniki projektu realizowanego wsp\u00f3lnie z Pepsico. Projekt wydaje si\u0119 bezcenny w \u015bwietle celu prezentacji \u2013 por\u00f3wnuje ROI kampanii realizowanych przy pomocy r\u00f3\u017cnych narz\u0105dzi i sposob\u00f3w planowania kampanii online.\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-c44dccc\" data-id=\"c44dccc\" 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-a3b21e1 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"a3b21e1\" 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\/2023\/06\/Janek_Rafal.jpg\" class=\"attachment-full size-full wp-image-8943\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Janek_Rafal.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Janek_Rafal-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Rafa\u0142 Janek<\/span><p class=\"elementor-image-box-description\">Business Development Manager GfK X-media Link<br>\n<strong>GfK<\/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-5169926 elementor-widget elementor-widget-text-editor\" data-id=\"5169926\" 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\tRafa\u0142 Janek obecnie w GfK zajmuje si\u0119 rozwojem produktu i promocj\u0105 rozwi\u0105za\u0144 dotycz\u0105cych efektywnego dotarcia i pomiaru efektywno\u015bci kampanii reklamowych. W UM mediabrands odpowiedzialny za rozw\u00f3j strategii klienckich i bada\u0144. W Polkomtel SA wsp\u00f3\u0142tworzy\u0142 strategie rozwoju korporacyjnego. Absolwent SGH na kierunku zarz\u0105dzanie i marketing. Poza prac\u0105 pasjonat fotografii i czekolady. \n\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-22643f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"22643f3\" 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-8e96861\" data-id=\"8e96861\" 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-e5bd369 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e5bd369\" 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-e6d55f1\" data-id=\"e6d55f1\" 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-eb9b7ed elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"eb9b7ed\" 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\/2023\/06\/bajerski_piotr.jpg\" class=\"attachment-full size-full wp-image-10957\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/bajerski_piotr.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/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-69391a3 elementor-widget elementor-widget-text-editor\" data-id=\"69391a3\" 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<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-74b7cda\" data-id=\"74b7cda\" 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-10f8909 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"10f8909\" 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\/2023\/06\/doligalska.jpg\" class=\"attachment-full size-full wp-image-11535\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/doligalska.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/doligalska-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Ewa Doligalska<\/span><p class=\"elementor-image-box-description\">Media&amp;TCP 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-84f7b8a elementor-widget elementor-widget-text-editor\" data-id=\"84f7b8a\" 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\tPasjonatka medi\u00f3w z 5-letnim epizodem brand marketingowym. Przygod\u0119 z mediami zacz\u0119\u0142a w Starcomie, by po 2 latach spojrze\u0107 na \u015bwiat oczyma wydawcy &#8211; Wirtualnej Polski. Od 2014 zwi\u0105zana z PepsiCo, gdzie najpierw zarz\u0105dza\u0142a mark\u0105 Lay\u2019s, by nast\u0119pnie obj\u0105\u0107 mediowo-komunikacyjn\u0105 kuratel\u0105 ca\u0142e portfolio s\u0142onych przek\u0105sek. Mi\u0142o\u015bniczka literatury i tanich wakacji. \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>Czy (Twoja) kampania mo\u017ce by\u0107 skuteczna ?behavioral targeting, efektywno\u015b\u0107 kampanii, wzrost efektywo\u015bci kampanii, pomiar efektywno\u015bci, ROI, benczmarki, GfK, PepsicoEFEKTYWNO\u015a\u0106SESJA MODEROWANA10.05 \u015aRODA, 27 WRZE\u015aNIAPytanie z tematu wyst\u0105pienia mo\u017ce si\u0119 wyda\u0107 banalne i zadawane wielokrotnie. Jednak odpowied\u017a na nie wymaga, aby wspi\u0105\u0107 si\u0119 na mediowe i analityczne szczyty. Do odpowiedzi na nie potrzebne s\u0105 bowiem narz\u0119dzia, aby [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":8832,"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":"","site-content-style":"default","site-sidebar-style":"default","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":"default","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-9168","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Czy (Twoja) kampania mo\u017ce by\u0107 skuteczna ? behavioral targeting, efektywno\u015b\u0107 kampanii, wzrost efektywo\u015bci kampanii, pomiar efektywno\u015bci, ROI, benczmarki, GfK, Pepsico EFEKTYWNO\u015a\u0106 SESJA MODEROWANA 10.05 \u015aRODA, 27 WRZE\u015aNIA Pytanie z tematu wyst\u0105pienia mo\u017ce si\u0119 wyda\u0107 banalne i zadawane wielokrotnie. 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