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Demet İki, Türkiye'de 26 yıllık sektör tecrübesine sahip ve 18 yıldır uluslararası bir grupta çalışmaktadır.","Röportajda dijital dönüşümün tanımı, önemi ve şirketlerin bu dönüşüm yolculuğunda dikkat etmesi gereken noktalar ele alınmaktadır. Konuşmacılar, dijital dönüşümün sadece web sitesi açma veya ERP sistemi kurma gibi dar bir kavram olmadığını, veri, teknoloji ve içerikün entegre bir şekilde işlediğini vurgulamaktadır.","Ayrıca, WPP ve Google arasındaki 12-13 yıllık ortaklığın gelişimi, şirket kültürünün dijital dönüşüm sürecindeki önemi ve Türkiye'deki dijital dönüşüm sürecinin durumu da tartışılmaktadır. Konuşmacılar, dijital dönüşümün başarılı olabilmesi için organizasyonel değişikliklerin bütünsel ve hızlı bir şekilde yönetilmesi, ekosistem yaratılması ve şirketin tüm alanlarının bu dönüşüme dahil olması gerektiği konusunda görüşlerini paylaşmaktadır."]},"endTime":1417,"title":"Dijital Dönüşüm Üzerine Bir Röportaj","beginTime":0}],"fullResult":[{"index":0,"title":"Dijital Dönüşüm Konuşması","list":{"type":"unordered","items":["Konuşmada şirketlerin dijital dönüşüm yolculuğu, başarı kriterleri, dikkat edilmesi gereken noktalar ve Google'ın bu dönüşüme nasıl katkı sağlayacağı ele alınacak.","WPP Türkiye müdürü ve Grup Hem CEO'su Demet İki ile birlikte dijital dönüşüm konusu incelenecek."]},"beginTime":18,"endTime":61,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=18&ask_summarization=1"},{"index":1,"title":"Demet İki'nin Kariyeri","list":{"type":"unordered","items":["Demet İki, Türkiye'de iletişim sektörünün son 26 yılına şahitlik etmiş bir isim olup, 18 senedir uluslararası bir grupta çalışmaktadır.","30 yaşında, 3-5 kişilik bir ekiple 2000 yılının sonunda Türkiye'de bir medya ajansı kurmak için işe başlamıştır.","İlk 10 yılında Manşe'i kurmuş, Türkiye'nin en büyük ajansı olmuş ve 18 sene sonra Grup Hem Türkiye'deki yapılanması için ilk defa CEO'luk görevini almıştır."]},"beginTime":61,"endTime":182,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=61&ask_summarization=1"},{"index":2,"title":"Dijital Dönüşümün Tanımı","list":{"type":"unordered","items":["Dijital dönüşümün tanımı zamanla değişmiş, başlangıçta daha dar bir kavram olan ERP sistemi ve web sitesi açma gibi basit işlemlerden artık DNA'nın bütün noktalarını işlemesi gereken bir süreç haline gelmiştir.","Dijital mecralar artık ekosistemin bir parçası olmuş, iş yapış süreçleri ve organizasyon her şeyin etkilenmesi gereken bir süreç haline gelmiştir."]},"beginTime":182,"endTime":228,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=182&ask_summarization=1"},{"index":3,"title":"WPP'nin Dijital Dönüşümü","list":{"type":"unordered","items":["WPP Türkiye'de 28, dünyada 100'ün üzerinde şirketi bulunmakta ve hem kendi dijital dönüşümü hem de hizmet verdiği markalar ve kurumlar için üstlendiği sorumluluklar bulunmaktadır.","WPP'nin kendi dijital dönüşümü çok erken başlamış, İngiltere ve Amerika'daki merkezler üzerinden yapılandırılmış bir bünye olduğu için birtakım şeyleri daha erken keşfetme ve içselleştirme imkanı bulmuştur.","WPP yıllar içinde dijital marketing ajanslarından başlayarak hardcore teknoloji şirketlerini satın alıp, bu teknolojiyi hizmet verilen platformlara entegre etmeye çalışmıştır."]},"beginTime":228,"endTime":344,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=228&ask_summarization=1"},{"index":4,"title":"Dijital Dönüşümün Gelişimi","list":{"type":"unordered","items":["İlk yıllarda dijital dönüşüm WPP için daha parçalı olarak, birbirinden izole aksiyonlar birbirine paralel olarak yapılmış, daha sonra bunun anlamlı bir bütün oluşturulması beklenmiştir.","Yeni stratejide WPP kendisini bir teknoloji, içerik ve veri şirketi olarak tanımlamış ve tüme varmak yerine müşterisine ortaya koyacağı sonucu ve hizmetler bütününü buna göre entegre etmeye çalışmaktadır.","Günümüzde daha çok tüketici yolculuğuna odaklanılmış, verinin tek başına ifade ettiği değer yerine mikro dataya, kullanılabilir, yenilenebilir ve kılavuzluk edebilecek dataya doğru geçilmiştir."]},"beginTime":344,"endTime":483,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=344&ask_summarization=1"},{"index":5,"title":"E-ticaret ve Omni-Channel","list":{"type":"unordered","items":["E-ticaret Türkiye'de hala küçük büyümek için büyük potansiyeli var ve çok hızlı büyümektedir.","WPP New Commerce projesi kapsamında e-ticaretin tamamı omni-channel kavramına doğru yönlendirilmektedir.","Yolculuğun nerede başladığı, nerede bittiği sektöre, ürüne ve tüketiciye göre değişse de çok farklı yerlerden beslenmektedir."]},"beginTime":483,"endTime":566,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=483&ask_summarization=1"},{"index":6,"title":"Dijital Dönüşümün Uygulanması","list":{"type":"unordered","items":["Dijital dönüşümün uygulanması için şirketin kendi yapısal olarak bu dönüşüme engel olabileceğini düşündüğü organizasyonel durumları değiştirmesi gerekmektedir.","Pazarlama ve satışın bütününe entegre bir biçimde yansıdığı bir ortamda, pazarlama nerede başlıyor, satış nerede bitiyor, datanın toplanması ve kullanılabilir hale getirilmesi kimin sorumluluğunda olduğu gibi yönetimsel değişiklikler beklenmektedir.","Doğru insan kaynağını bulup yerleştirebilmek, Türkiye'deki insan kaynağının eğitilmesi ve dönüştürülmesi için özel bir ilgi ve strateji gerektiği açık kurumlar adınadır."]},"beginTime":566,"endTime":633,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=566&ask_summarization=1"},{"index":7,"title":"Veri Toplama ve Orkestrasyon","list":{"type":"unordered","items":["Verinin doğru toplanması ve anlamlandırılması dijital dönüşümde çok önemlidir, doğru soru sormak gerekir.","Analog verilerin dijitalle uyumlaştırılması ve farklı veri kaynaklarının birleştirilmesi, hedef kitlelerin tespit edilmesi başlangıç noktasındaki önemli adımlardır.","Dijital dönüşüm yolculuğunun en zor kısmı orkestrasyondur; farklı uzmanların, teknolojilerin ve değerlerin bir arada çalışması kolay değildir."]},"beginTime":636,"endTime":775,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=636&ask_summarization=1"},{"index":8,"title":"Entegre Mecra Kullanımı","list":{"type":"unordered","items":["Tüketici yolculuğunu doğru takip edebildiğimizde, doğru sinyalleri alıp mecraları entegre olarak kullanabiliriz.","Tüketiciler kategorik olarak mecraları klasifiye ettiğimiz şekilde yaşamıyor, bu nedenle anında reaksiyona göre optimize etmek gerekir.","Veriye dayalı medya planlama yapabilmek için sistemlerin ve teknolojilerin kullanılması, farklı yerlerden elde edilen verileri tek kullanıcıya dönüştürüp entegre etmek önemlidir."]},"beginTime":775,"endTime":869,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=775&ask_summarization=1"},{"index":9,"title":"Stratejik Ortaklıklar","list":{"type":"unordered","items":["Dijital ortamda sıfırdan doğup büyüyen şirketler için, devamını getirmesi için beraberlikler ve stratejik ortaklıklar çok önemlidir.","WPP ile Google arasındaki ortaklık yıllar içinde evrilen ve gelişen bir iş birliği olmuştur.","Ortaklığın hedefi sektörün büyümesidir ve bu hedefe gitmek için birlikte çalışmak gerekir."]},"beginTime":869,"endTime":1036,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=869&ask_summarization=1"},{"index":10,"title":"Şirket Kültürü ve Dijital Dönüşüm","list":{"type":"unordered","items":["Dijital dönüşüm yolculuğunda şirket kültürü en önemli zorluklardan biridir.","WPP Türkiye'de son yedi yılda dijital ve teknoloji kökenli pek çok şirket satın almış ve yeni şirket doğumlarına da katılmıştır.","Dijital dönüşüm sürecinde kültürel bakış açısının değişmesi, insan kaynaklarının dönüşmesi ve yeni title'ların değişmesi gerekmektedir."]},"beginTime":1036,"endTime":1230,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=1036&ask_summarization=1"},{"index":11,"title":"Dijital Dönüşümdeki Mevcut Durum","list":{"type":"unordered","items":["Kültür kısmında daha fazla ilerleme gerekiyor çünkü organizasyonel değişimler henüz yeterince hayata geçirilmemiş durumda.","Bazı şirketler olaya bütünsel bakarak organizasyon anlamında birleştirilmesi gereken sorumlulukları değiştirmiş ve danışmanlık almış.","Teknik açıdan veriyi kullanabilme konusunda ülke olarak geç kalmış durumda, ancak dünyada yapılan deneme yanılma deneyimlerinden faydalanabiliriz."]},"beginTime":1241,"endTime":1324,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=1241&ask_summarization=1"},{"index":12,"title":"Dijital Dönüşümün Önemi ve Zorlukları","list":{"type":"unordered","items":["Büyük değişimler büyük ödülleri beraberinde getiriyor, ancak bu yolculuk kolay değil.","Veriyi doğru kullanarak, otomasyonu ve mecraları doğru kullanarak müşteriyi anlayabilen ve geri dönüş yapabilen şirketler sürdürülebilir büyümeyi sağlayabilir.","Organizasyonel değişikliklerin entegre olması, içselleştirilmesi ve şirketin tüm seviyelerinin bu değişime dahil olması çok önemlidir."]},"beginTime":1324,"endTime":1361,"href":"/video/preview/13445306351210367775?parent-reqid=1776623804578213-14825195053998093643-balancer-l7leveler-kubr-yp-klg-22-BAL&text=WPP&t=1324&ask_summarization=1"},{"index":13,"title":"Dijital Dönüşümün Stratejik 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