TLDR: Dead people don't engage. Nonclick-based measurement methods can provide evidence that reach purchasing is delivering "visitors" who are obviously dead on arrival. Here's a recent case that points to a problem few know the extent of. In the aggregate, organized ad fraud affects 60-90% of all display budgets.
Content marketing budgets - out of the gray area
TLDR: Our manager survey "Organization for Content Marketing" shows that content marketing budgets are managed inconsistently in large German companies. The surprise: today's 52% undecided Corp Comms with a balanced mix will decide more clearly in the future. Some for more reach, others for better content. The gray area of "both and" is shrinking. Time for decisions.
Blackbox GooBook - how P&G's online cuts make them visible.
TLDR: P& G cuts by 78% (!) and German online marketers hardly feel any effects because an estimated 70% of the spendings in D go to BLACKBOX GooBook. Advertisers can neutrally check the efficiency of these investments at any time. A cooperation of the Blackbox is not required.
The customer journey to ROI - when attribution doesn't help.
TLDR The 3rd part of the LEAD DIGITAL series "The big ROI check" is about different methods to determine and forecast ROI. .companion has its say in detail. Conclusion for companies: ""The future does not belong to attribution and customer journey, but to marketing mix modeling on own systems".
Chatbots and AI: "We are at the beginning of a new era".
TLDR: At Digital Marketing Days 2017, Tina Beuchler announces nothing less than the dawn of a new digital era. A very remarkable moment, considering that CPG (consumer packaged goods) brands are among the most conservative players in marketing.