Video View: Definition, Platform Differences, and Watch Time Compared
A video view means something different on YouTube, Facebook, Instagram, and TikTok. We break down the differences and why you should never simply compare views across platforms.
Measuring Success: KPIs, Vanity Metrics, and the Right Measurement Framework
How to measure success in marketing systematically: the difference between vanity metrics and real success metrics, and the right KPI framework for every campaign goal.
Revenue Targets in Marketing: Planning, Derivation, and Campaign Management Based on KPIs
In marketing, planning without a revenue target is like planning into thin air. The revenue target is the strategic anchor from which all campaign decisions are derived—from the budget and channel selection to the specific KPIs. But in practice, this connection is often missing: creative teams focus on building awareness, while the sales team waits […]
Profit in Marketing: ROI, Measuring Success, and How Campaigns Boost Company Profits
Every euro spent on marketing should pay off—but how can you actually measure the profit a campaign generates? Marketing and corporate profit are more closely linked than many CFOs realize. Those who know the right metrics and understand how brand strategies, pricing strategies, and customer loyalty work together can not only justify marketing but also […]
Competitive Environment: Analysis, Positioning, and Strategic Implications
No company exists in a vacuum — the competitive environment defines the rules of the game by which brands compete, grow, or fail. Those who do not systematically analyze their competitive environment are making strategic decisions blindly. A precise competitive analysis is therefore the foundation of any marketing and business strategy intended to have a […]
Conversion Tracking: Reliably Measuring Advertising Success
Anyone who runs a campaign ultimately wants to know whether it was worth it. Conversion tracking captures exactly that: purchases, leads, inquiries, or other target actions, and attributes them to the channel that actually triggered them. Without effective tracking, any measurement of success remains a guess—even if click counts and URL tracking look good at […]
Google Tag Manager: Centralized Tag Management for Your Website
Anyone who uses advertising campaigns, Google Analytics, and other tools simultaneously quickly ends up with a jumble of tracking codes that are individually embedded in the website’s source code. Google Tag Manager solves this problem by managing all tags in one central location, eliminating the need for a developer to make changes directly to the […]
Advertising Effectiveness Research & Brand Tracking: Measuring Campaign Success and Demonstrating Brand Awareness
Whether a campaign truly makes a difference isn’t determined solely by click-through rates or reach—but by the impression it leaves on the target audience. Advertising effectiveness research and brand tracking provide exactly that answer. What Advertising Effectiveness Research Really Measures Advertising effectiveness research analyzes the psychological and behavioral effects of advertising campaigns on a defined […]
Market Research & Target Audience Analysis: Persona Development, Competition, and Consumer Insights
If you don’t know your target audience, you’re wasting your advertising budget. Market research and target audience analysis provide the empirical foundation on which campaigns, messages, and channel strategies are built. Target Audience Analysis: Methods and Data Sources A thorough target audience analysis combines quantitative and qualitative data. On the quantitative side, market research studies, […]
Social media audit: How to analyze your entire presence
Companies that do not regularly analyze their social media presence lose an average of 30-40% of their potential organic reach – because formats become outdated, KPIs are misinterpreted and competitors catch up unnoticed. A structured social media audit provides clarity about what is really working, where budget is being wasted and which measures are having […]
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