TLDR: Imagine: You work in a commercial enterprise that no one can independently control. If your measurement systems produced error after error, for whatever reason, which error would be your favorite? 80%, or 33%, 20%, 35%, 8%, 30%.... always in your own favor? Those who already control their online media data in their own systems can rest easy. To all the others, we wish you success in the shell game with these and other online KPIs.
Top online communication - congratulations!
TLDR: The communications teams of our clients Bosch and Merck win 3 German online communications awards. Even though we are not an agency - we hope our analysis and forecast data have given one or two pointers as to what attractive, relevant and effective communication can look like in times of fragmented media use. And how to promote them as efficiently as possible. We predict: keep it up!
Forecast: Voice input is the end for FMCG brands
TLDR: With forecasts, they are fantastic when they predict the results of almost every campaign with pinpoint accuracy. They are less wonderful when it comes to the demise of big consumer brands. Do marketers have to imagine THAT? Yes.
Where exactly is the market here? Global advertising revenues 2016 in one picture.
TLDR: In 2016, GooBook owned 45% of the global (!) top 30 ad revenues. That - and a nice chart - comes out when you let Excel do the basic math on the latest Zenith data. No further Comments.
Data protection AND marketing clouds? Go!
TLDR: The EU General Data Protection Regulation will come into force in 2018. Data protection violations can then cost up to EUR 20 million or 4% of annual sales. Does this spell the end of data-driven marketing? Not at all. If you don't let yourself be swayed by the doomsday incantations of ad tech experts, but respect data protection and approach it professionally, you can take off.