Medienforschung

#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 players are commonplace. Professionals are used to differences of plus/minus 20%. But what happens when the measurement differences suddenly become several times greater? 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 practical recommendations for action straight from a "Chair of Strategic Communication Planning". What Prof. Dr. Jürgen Schulz at the University of the Arts derives from research in a highly illustrative way can provide strong impetus for communication in everyday corporate life. You can look forward to unconventional questions and answers.

12.11.19|by companion

KPIs are right - advertising impact is not.

Here is a reference to a highly interesting article on 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? KPIs from Google and Facebook don't tell the whole story You know how it is: you use targeting and all efficiency KPIs shoot up [...]