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 [...]
The Adidas Case: An End to Data-driven Nonsense?
Here is the Horizon guest article - THERE is the annotated presentation video. Adidas' announcement that the brand has overinvested in online performance advertising in recent years is driving the industry. Companion CEO Michael Heine hopes that the sports retailer's strategic shift will lead other corporate executives to return to the basics: Namely, managing their brands. Guest article by [...]
The case of Adidas: a good night video for marketers
At #EffWeek in London, Adidas Global Media boss Simon Peel reveals something extremely rare: reality in marketing. (By reality, we mean something that can be experienced sensually. You can touch it, so it has something to do with "digital" indirectly at best). Success despite, not because of digital marketing In reality, the adidas brand has great success - 40% growth [...]
State of Engagement - how do digital platforms generate their "engagements"?
Digital excellence has many facets. One of them is the question of how good the content is that communications and marketing departments play out and promote via platforms on the web and social. The quality of a published content piece is usually measured by the so-called "engagements. We have analyzed how "engagements" behave in a comparison of platforms and [...].
Data driver in interview: "My mission is to sort out the digital chaos".
Justus, Mr. Communication Strategy at .companion, has been a management consultant with us for 6 years. Together with the Data Driven Teams of his clients, he analyzes the ongoing content marketing of Bosch, Merck or Covestro, among others. Nevertheless, he had time for a short conversation. Mr. Communication Strategysince 1997 in the digital business. He has held senior marketing and media roles at companies including [...]