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.
Managing Content Marketing: It's Easy or Nix.
TLDR: More and more budgets and use cases for content marketing and - of course - more and more data. How do you manage increasingly small-scale communication? The trade journal Horizont set out to find solutions. It found some players who are demanding what doesn't yet exist. And one that is already delivering: Us.
Spammers talk plain - how to make money on Snapchat.
TLDR: An interview with affiliate spammers on Snapchat takes readers to the sunny side of ad fraud and makes .companion think seriously about its own business model. "You won't believe how stupid they are".