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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.
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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The ABC of Marketing Metrics - Part 5: TV

The ABC of Marketing Metrics - Part 5: TV

In spite of the impressive rise of digital ads from zero to hero over the last two decades, TV is still the most important medium in Germany. According to Nielsen, ...
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Advertising beyond walled gardens - Part 7: Conclusion

Advertising beyond walled gardens - Part 7: Conclusion

Google is changing the rules of the game again by introducing a new proposal for advertisers in an attempt to replace the third-party cookies as it wishes to. The alternatives ...
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Budget allocation – target-optimized marketing budget investment

Budget allocation – target-optimized marketing budget investment

Marketers should spend their budget where the absolute ROI is greatest or the return-to-cost ratio is best. This can be achieved with the help of data-based budget allocation. Content Budget ...
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5 tips to help you understand your data

5 tips to help you understand your data

The growth in the amount of data we as people store is staggering. According to Statista 1.327 exabyte data volume has been stored in data centers worldwide. In the past two years, ...
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