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Žiga Komac at the Weekend Media Festival on personalization and the SPAR Tailormade project - iPROM - Expert opinions - Share

Žiga Komac and Aleš Popič at the Weekend Media Festival on personalization and the SPAR Tailormade project

26. 09. 2025

At the Weekend Media Festival in Rovinj, Aleš Popič, Head of Marketing Communications at SPAR Slovenia, and Žiga Komac, Chief Revenue Officer at iPROM, talked about the SPAR Tailormade project. The discussion focused on how advertising can transform loyalty programs into platforms for building new customer relationships and driving retailer growth. Using a concrete example, the speakers demonstrated how enriched first-party data, proprietary technological infrastructure, and artificial intelligence can redefine the relationship between retailer and customer.

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Žiga Komac na konferenci Weekend Media Festival o personalizaciji in projektu SPAR Tailormade - iPROM - Mnenja strokovnjakov - Žiga Komac

Žiga Komac in Aleš Popič na konferenci Weekend Media Festival o personalizaciji in projektu SPAR Tailormade

22. 09. 2025

Na Weekend Media Festivalu v Rovinju sta Aleš Popič, vodja marketinških komunikacij v podjetju SPAR Slovenija, in Žiga Komac, direktor prihodkov v družbi iPROM, predstavila projekt SPAR Tailormade. V ospredju je bila razprava o tem, kako zvestobni program z uporabo oglaševanja preoblikovati v platformo za grajenje (novih) odnosov s kupci in za poslovno rast trgovca. Govornika sta na konkretnem primeru prikazala, kako lahko obogateni prvoosebni podatki, lastna tehnološka infrastruktura in uporaba umetne inteligence spremenijo odnos med trgovcem in kupcem.

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Miloš Suša at the Superbrands Club’s event on measuring brand strength with the Brand Lift Study

19. 09. 2025

At the Superbrands Club event, Miloš Suša, Head of Digital Media Specialists at iPROM, spoke about moving beyond the traditional understanding of digital advertising measurability. He emphasized that advertisers usually focus on indicators such as clicks, conversion rates, or return on ad spend, even though these reflect only a small part of user behaviour. As much as 99 percent of ad impressions do not result in a click, which makes the question of how to measure their impact on the brand essential to understanding the overall value of advertising activities.

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Miloš Suša na dogodku kluba Super Znamka o merjenju moči blagovne znamke z raziskavo Brand Lift

19. 09. 2025

Na dogodku kluba Super Znamka je Miloš Suša, vodja spletnih medijskih specialistov v družbi iPROM, spregovoril o tem, kako preseči klasično razumevanje merljivosti digitalnega oglaševanja. Poudaril je, da običajno oglaševalci pozornost namenjajo kazalnikom, kot so kliki, stopnja konverzij ali donosnost naložb v oglaševanje, čeprav ti odražajo le majhen del vedenja uporabnikov. Kar 99 odstotkov prikazov namreč poteka brez klika, zato je vprašanje, kako izmeriti njihov vpliv na blagovno znamko, ključno za razumevanje celotne vrednosti oglaševalskih aktivnosti.

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Raziskava o zaupanju v blagovne znamke: Kakovostni mediji krepijo zaupanje

18. 09. 2025

Nova raziskava družbe The Trade Desk in svetovalne hiše PA Consulting razkriva, da kar 85 odstotkov potrošnikov bolj zaupa blagovnim znamkam, ki oglašujejo v kakovostnih medijih. Ti mediji ne le povečujejo nakupno namero, temveč tudi krepijo pozitivne povezave z blagovno znamko, pri čemer se kot ključen dejavnik izpostavlja skladnost med oglaševanjem in vsebino.

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Simon Cetin for Marketing Magazine: The Other Self – When Personalized Artificial Intelligence Works on Our Behalf - iPROM - Expert opinions - Simon Cetin

Simon Cetin for Marketing magazin: the other self – when personalized artificial intelligence works on our behalf

17. 09. 2025

In the September issue of Marketing magazin, Simon Cetin, founder and head of Retoba Laboratory as well as co-founder and partner at iPROM, reflected in his column on the role of personalized artificial intelligence, which he describes as our “other self.” This concept refers to a digital twin trained on an individual’s “professional DNA” – their decisions, values, language, and knowledge – capable of reasoning, writing, and performing tasks on their behalf.

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Simon Cetin za Marketing magazin: Drugi jaz: ko personalizirana umetna inteligenca dela v našem imenu - iPROM - Mnenja strokovnjakov - Simon Cetin

Simon Cetin za Marketing magazin: Drug jaz: ko personalizirana umetna inteligenca dela v našem imenu

17. 09. 2025

V septembrski številki Marketing magazina je Simon Cetin, ustanovitelj in vodja laboratorija Retoba ter soustanovitelj in partner družbe iPROM, v kolumni predstavil razmislek o vlogi personalizirane umetne inteligence, ki jo opisuje kot naš »drugi jaz«. Gre za koncept digitalnega dvojčka, usposobljenega na podlagi »profesionalnega DNK posameznika«, njegovih odločitev, vrednot, jezika in znanja, ki v njegovem imenu sklepa, piše in opravlja naloge.

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iPROM wins at WEBSI 2025 in the category Best Use of Data with the project Ljubljana Airport FLY and secures third place in the category Retail with the project SPAR Tailormade

16. 09. 2025

iPROM achieved a double success at the WEBSI Digital Champions of Slovenia 2025 competition together with its partners. The project Ljubljana Airport FLY, developed in cooperation with Fraport Slovenia, won first place in the category Best Use of Data, while the project SPAR Tailormade, created in collaboration with SPAR Slovenia, secured third place in the category Retail.

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iPROM na tekmovanju WEBSI 2025 zmagal v kategoriji Uporaba podatkov s projektom Ljubljana Airport FLY in dosegel tretje mesto v kategoriji Trgovina s projektom SPAR Tailormade

14. 09. 2025

Družba iPROM je na tekmovanju WEBSI Digitalni presežki Slovenije 2025 skupaj s partnerji dosegla dvojni uspeh. Projekt Ljubljana Airport FLY, razvit v sodelovanju s Fraportom Slovenija, je osvojil prvo mesto v kategoriji Uporaba podatkov, projekt SPAR Tailormade, pripravljen v sodelovanju s podjetjem SPAR Slovenija, pa tretje mesto v kategoriji Trgovina.

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How SPAR Slovenia is building the advertising architecture of the future with SPAR Tailormade (Part 2)

10. 09. 2025

In the first part of this article, I wrote about how SPAR Slovenia placed the SPAR Plus loyalty program and first-party customer data at the heart of its media strategy, enabling the expansion of personalized offers to more than one million user profiles. In this instalment, I will explain why SPAR Slovenia decided to build its own advertising infrastructure and which technological solutions enable real-time micro-segmentation and personalization.

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