Media Research

#ContentMarketing #Researchand Measurement #Communication #KPIand interpretation

KPI - Key Problem Indicators. What to do when data contradict each other?

Speaker: Marina Uhlhaas and Michael Sellen, Digital Communications - DPDHL Group

December 16 2021 - 3 pm

In marketing and communication, digital measurement differences between different tools and actors are commonplace. Professionals are used to differences of plus/minus 20%. But what happens when the measurement differences suddenly become several times larger? Is it due to the tools? Bots and click farms, cookies and content layers? Is it even possible to find the causes? Michael Sellen and Marina Uhlhaas, Digital [...]

#Researchand measurement #Communication

Communication in crisis. Crisis of communication.

Speaker: Prof. Dr. Jürgen Schulz - Berlin University of the Arts

March 25 2021 - 3 pm

Yes, there is such a thing: well-founded, clear and surprisingly practice-relevant recommendations for action directly from a "chair for strategic communication planning. What Prof. Dr. Jürgen Schulz at the University of the Arts derives most vividly from research can provide strong impulses for communication in everyday business. Look forward to unconventional questions and answers.

12.11.19|from companion

KPIs are right - advertising impact is not.

Here is a reference to a highly interesting article about the systemic problem of proving the advertising impact of online advertising and targeting. Its title: "The new dot com bubble is here: it's called online advertising". Effects - which ones exactly? KPI from Google and Facebook do not tell the whole story You know how it is: you use targeting and all efficiency KPIs shoot up [...]

"Programmatic": what advertisers should do, in one picture.

TLDR: The rapid development of digital media can certainly be described as a "technology war. Advertisers should not participate in it, but develop a strategy to use digital media for their own efficiency gains. Here is our advice - in one picture.

Advertising effectiveness comparisons: Not a gold standard, but a real step forward

TLDR: News on the cross-genre advertising initiative of companies, media and agencies. In the current interview with W&V, the vice president of the advertising industry sets the expectations for the implementation of the .companion concept straight. A good move before the pilot operation starts in the fall.