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Here, marketing experts will find helpful articles from our specialist on the most pressing topics in Marketing, Media, Data Science and MarTech to drive the digital transformation towards data-driven decision making.
Use of machine learning for Media Mix Modelling

Use of machine learning for Media Mix Modelling

In this article, you will learn about the different attribution models and their advantages and disadvantages. A special focus is placed on machine learning, which enables media mix modelling (MMM) ...
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The carbon footprint of media - Part 1

The carbon footprint of media - Part 1

BBC reports 1.6 billion tons of greenhouse gas emitted globally in the process of running and serving our digital infrastructure. If we divide it among all internet users worldwide, it ...
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5 Steps to Data Maturity in Marketing

5 Steps to Data Maturity in Marketing

Data is not just a buzzword - it’s the new worldwide currency. Being data-driven is no longer a luxury but rather a precondition to succeed in the market. But here’s ...
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The five mistakes NOT to make when choosing a SaaS solution

The five mistakes NOT to make when choosing a SaaS solution

The rise of marketing tools has changed the landscape for both vendors and end-users in fundamental ways. Many companies are reported to use a large number of different tools for ...
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Cookie Life - Part 5: Universal Identifiers

Cookie Life - Part 5: Universal Identifiers

As presented before, the technology behind cookies has made digital advertising extremely efficient. By offering precise information on consumer preferences and behaviours, advertisers could select the personas and demographics which ...
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Media explained - Part 2: Social Media

Media explained - Part 2: Social Media

In the last article of our series “Media explained”, we discussed mobile advertising and its characteristics as well as the pros and cons of using this channel. In this article, ...
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