Ivan Kovačević in the SAP Hybris Day panel

Ivan Kovačević, Bruketa&Žinić&Grey and Digital shopper hub Digital Director, was participating in the SAP Hybris Day panel, a conference devoted to digital marketing and e-commerce, held on October 12^th in the Kaptol Boutique Cinema Zagreb. The conference was organised by the e-commerce company of the same name and was discussing the key trends and challenges marketing is facing today.

Following the introductory speech by Sonja Popovic, SAP Croatia Director and Global Strategic Marketing Vice President John Wrede kicked of the conference talking about the impact of customer experience on the value of the company and concluded that there is a close link between high-grade CX and the growing value of the company.

This was an introduction to the panel discussion about the impact of marketing technology. Along with Ivan Kovačević, the panel included Nikola Vrdoljak (404), Vanja Šebek (Algebra) and Boris Šurija (Behave), and was moderated by Ana Penović (Jasno i glasno). Kovačević talked about the impact of machine learning, artificial intelligence and other advanced marketing technologies and how these changes affect the industry.

SAP Hybris Commerce established in 1997 is one of the leading e-commerce platforms in the world. In 2015, SAP Hybris held around 15% of the e-commerce market as the world’s leading platform.