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MARTECHiNG and AISMA join forces!

Nikolina Kukoč

Nikolina Kukoč


Another great piece of news from the Split Tech City community!

Our resident marketing superhero MARTECHiNG partnered with AISMA, a Research and Technology Center from Milan, Italy.

Before diving into detail about this new partnership, we’ll refresh the memory of those who remember MARTECHiNG from the Get In The Ring competition and give an idea of what they’re all about to those of you who are still unfamiliar with the MARTECHiNG platform.

Generally speaking, MARTECHiNG is a product-based startup company focused on designing and developing interactive martech solutions with gamification and data mining. Their first product is an innovative, disruptive in-app martech product with gamification elements, which is based on video recognition technology, API, and ML/AI.

MARTECHiNG’s Darko Majić shared with us what this new partnership with AISMA will mean for the team and the company: “AISMA will operate in the role of our strategic technology and market partner.

This means that, with this partnership, MARTECHiNG also got a new valuable team member – Živko Krstić, AISMA’s CTO and a data scientist who will be responsible for the development of AI and data mining.”

In a certain way, this is a slight pivot in direction for the MARTECHiNG team, but that is not uncommon in the startup world.

Data is an important part of the future development for MARTECHiNG, so it is no surprise that this partnership came to be.

The face of that partnership from AISMA’s side will, of course, be Živko. Not an unfamiliar face in Split’s tech community, we’d say. He will now be sharing his knowledge and expertise with the MARTECHiNG team, but he already did that with all of you during an Instagram Live with Split Tech City.

Back then, he shared his data scientist journey, as well as some invaluable tips. As a university student, he chose the Data Science program and, together with his colleagues, founded an association to popularize said university program and data science itself.

IMEF Split was a very active association at the time – they organized workshops and lectures every month, and their community-building efforts were more than successful. In addition to knowledge and new connections with others interested in data science, the work of the association was recognized by partner companies where students could do internships.

Considering that data science projects require teams of professionals with different skills, Živko points out that his Croatian colleagues come from a variety of different universities and faculties – from FER and FESB to Economics and Science. Regardless of which faculty they were from, Živko points out an important aspect of working in this field:

“When you finish university, it’s just the beginning! Constant education is a necessity.”

Therefore, in our chat, he advised self-study to all – especially through free e-books and GitHub. However, he also stressed the importance of applying the learned theoretical knowledge: “If you do not apply the learned theory, you will hit a metaphorical brick wall.

That is why I recommend inventing case studies to practice because you can apply data science in every life situation.”

Živko told us more about the data side of this partnership and what they will be able to provide for the MARTECHiNG team: “Obviously, data is our expertise, and these are the areas in which we can help the MARTECHiNG team grow:

  • Data ingestion – read data from various sources in different formats
  • Big data – technologies to process the vast amount of data from either real-time or batch
  • Data visualization – interactive and intuitive visual representation of data through dashboards, stories, or interactive documents
  • Data preparation – clean, transform, enrich and structure data for further analysis and readability
  • AI – algorithms that create new insights from data using state-of-the-art methods
  • Data application – customized applications built for specific customer needs using a modern framework

We are happy to provide support to this martech startup and help the MARTECHiNG team build great products that combine video recognition technology, API, and AI. And we are definitely looking forward to the new joint opportunities in the media, retail, and sports industries.”

Darko added: “We will work closely in leveling up our interactive martech products to develop high-quality products with strong business value for the market. We are all looking forward to an exciting period ahead!”

We are happy we could share this great piece of news with you all and are excited to hear about all that awaits the MARTECHiNG team in the future.

We wish them, and AISMA as their partner, a lot of success in their mutual journey!

Photos and visuals credit: MARTECHiNG and AISMA


About author:

Nikolina Kukoč

Researching is woven into my DNA, but I am a musician at heart. Interested in too many things and always curious. Forever in love with Split and enchanted by people who teach me new things. When I am not creating content about Split's tech community, you will find me in singing rehearsals, somewhere in nature, in the theater, or with my head stuck in a book. I do my best to live by the verse from the opera "Fedora" by Umberto Giordano: "Love forbids you not to love."

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