Huib de Heus will talk about how the use of marketing data in decision support tools lead to better marketing communication decisions. Responsible for the strategic media planning products used in more than 80 countries, Huib will explain why a marketer should not base decisions on a hunch, but on data and research insights. During this session, Huib de Heus will describe how daily work can be supported by decision support tools and software that will eventually lead to better strategic media decisions.
“The activation of data sources via easy-to-use software solutions for strategic or tactical media planning purposes or for verification of ROI measures definitely supports all those that are working in the marketing communication space enabling them to make better informed decisions for future campaigns” - Huib de Heus.
Media planning and target group research - What does the future look like?
The advertising industry is in a state of upheaval. Digitization and automation are changing the way in which future advertising and marketing communications are planned. This has an impact on the media system - media providers, advertising marketers and agencies must adapt to the new market situation. Target groups can be addressed more precisely, communication becomes faster and more flexible. At the same time, data, analysis and technology become more important. Therefore, every marketer should ask himself some questions:
- How can the new data flow be analyzed and interpreted?
- What is the contribution of scientific models to marketing practice?
- What are the problems in the new digital media world?
The Praxis-Transfer-Workshop will help marketers to exchange methodology and best practice, together with other decision makers and market researchers from advertising and media. In addition, the participants can learn the latest trends, instruments and methodology and researchers can present their latest work.
If you are interested in learning more about state of the art practices in marketing communication and advertising, connecting with fellow marketers and discuss the topics of future research, don’t miss this workshop. The practice-transfer workshop will be held for the first time and is at the annual meeting of the DGPuK group Werbekommunikation. Visitors to the workshop can also register for the specialist group meeting on the 17th and 18th of November.