2022 was a difficult year for (online) retailers with numerous challenges. The right mix of channels decides who emerges from the crisis as a winner or a loser. What measures should you focus on and how should your budget be weighed? Thinking outside the box is usually the most important lever to improve internal marketing elementarily. Erik Siekmann has invited leading advertisers to talk openly and honestly about their current challenges and target-oriented solutions.

2022 was a difficult year for (online) retailers with numerous challenges. The right mix of channels decides who emerges from the crisis as a winner or a loser. What measures should you focus on and how should your budget be weighed? Thinking outside the box is usually the most important lever to improve internal marketing elementarily. Erik Siekmann has invited leading advertisers to talk openly and honestly about their current challenges and target-oriented solutions.

To generate new growth impulses, it is important to scrutinize current structures and developments in the advertising market and to understand consumer needs even better. How are the different platforms developing? What are tracking options? Which kinds of ads does the consumer want? Which forms of advertising are successful? What is “the next big thing” in the display advertising market? In this masterclass, these and many other questions will be answered by experts of Statista.

Learn how Nestlé Purina Pet Care has successfully eliminated the use of 3rd party cookies! In our Masterclass we, together with Teads, present the results of our case study, in which we investigated the effect of 3rd party cookies with those of contextual targeting and predictive audiences on brand and media KPIs. Learn how to successfully target your brand without using cookies.

Full funnel programmatic advertising can be a powerful tool for marketers, delivering targeted ads at each stage of the customer journey. However, it also presents a number of challenges. According to data published in January 2021 based on a survey carried out in Germany, 46 percent of responding senior video marketers stated that no uniform cross-channel standard of measurement was a major challenge of CTV advertising. The fragmentation in this landscape can make it challenging for marketers to create effective campaigns that reach their target audience, but also measure and prove their impact. In this masterclass, we cover examples how marketers measure the effectiveness of their CTV campaigns in advanced ways and prove the full funnel impact across their different programmatic activities. You cannot optimise, what you cannot measure!

"Marc Rendel and Jonas Rashedi will record a live podcast episode for Germany's biggest data podcast ""MY DATA IS BETTER THAN YOURS"". The topic is data culture. In today's world, a strong data culture is essential for the success of companies. It enables a data-driven mindset where decisions are based on facts and not assumptions. Processes can be optimized through a testing culture with rapid iterations and internal development. A transparent data strategy and a self-service approach for business intelligence data improves collaboration and facilitates data-driven decision making."

The most important new trends and fails from the cosmos of e-commerce, direct learnings and possible applications are conveyed in this session. Supplemented and enriched by a specially conducted survey with more than 1,000 participants.

Data-driven and AI-based market research creates an objective view of target and customer groups and enables the seamless integration of media, creation and conception. We will demonstrate how machine learning methods can be used to activate personas directly and mostly unbiased across all channels.