Things happen in Berlin that happen less often elsewhere. For example: real breakthroughs. Such was the case at the beginning of November. The 50th Web Excellence Forum - our specialist conference just for digital communicators - took place here, almost exactly 30 years after the fall of the Berlin Wall. A double anniversary, then, pure coincidence. And yet, somehow fitting time and place, this specialist conference was held in [...]
What is the Purpose of Purpose?
"Purpose" is the foreign word of the hour in the communications industry. This cloudy term is the subject of discussions about meaning and morality in what feels like half of the communications industry. Why is that? The "purpose" discussion is idle. A contribution to the discussion. What is "purpose"? An English word, meaning something like: Purpose, meaning, intention. You can't quite translate it exactly. The English term is remarkably diverse [...]
Key figure bot: The CEO echo in October 2019 - automatically interpreted
The digital media echo on all DAX and MDAX managers - here is the public ranking. About the CEO echo .companion specializes in digital evaluation and organization of communication and marketing. We continuously investigate and interpret the digital media echo on all DAX and MDAX CEOs. Measurements are made with the market-leading media monitoring tool Talkwalker. All publicly accessible digital media content is searched globally, English [...]
Does the industry have the wrong understanding of user engagement?
We asked ourselves, "What's actually behind engagement rates? And how do different platforms actually generate their engagement?" To do this, we took a look at our Content.ONE data and generated a simple evaluation, comparing all engagement types across all platforms. Our blog post on the frequency of different engagement types can be found here. On the same topic, here's an article by Jürgen [...]
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 [...]