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

Žiga Komac

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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Miloš Suša at the Super Brand Club event on measuring brand strength with the Brand Lift Study - iPROM - Miloš Suša

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

Miloš Suša

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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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

Simon Cetin

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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Artificial intelligence as a driver of advertising efficiency in the age of micro-decisions - iPROM - Expert opinions - Tomaž Tomšič

Artificial intelligence as a driver of advertising efficiency in the age of micro-decisions

Tomaž Tomšič

In today’s digital landscape, user attention has become one of the rarest and most valuable currencies, measured in just seconds. In this brief window, advertisers make a series of micro-decisions: which content to select, when to display it, and through which channel to deliver it. The shift from static, one-way advertising campaigns to dynamic, multi-channel, data-driven campaigns delivered in real time has become an essential part of modern marketing.
The importance of this transformation was also highlighted in an analytical article by consulting company McKinsey Unlocking the next frontier of personalized marketing. In it, the authors emphasize that the success of digital campaigns increasingly depends on a brand’s ability to reach users with the right message at the right moment. Personalized and timely offers are not merely an upgrade of existing practices but are becoming a sustainable competitive advantage.

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How SPAR Slovenia is Building the Advertising Architecture of the Future with SPAR Tailormade (Part 2) - iPROM - Expert opinions - Žiga Komac

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

Žiga Komac

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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