Simplicity is a highly underestimated success factor. Companies can quickly find themselves managing 200 touchpoints along the customer journey. The result of this rampant complexity: up to 70 percent scatter loss. But through intelligent pruning and more focus, complexity can be overcome while simultaneously achieving measurably greater market success. This article describes what lies behind the idea of “smart simplification”.
In a world where products and services are increasingly similar, service offerings have become key differentiators. Digitalisation is shaking everything up. This article shows one way to optimise the range of services offered by your company.
Managers describe growing complexity as a major obstacle to successful market development. Read on to see how to deal systematically with complexity.
Customer journey management has become a strategic management task in recent years, so it’s a matter for the boss. Used correctly in the context of digitalization, customer journey management can achieve substantial increases in efficiency.
The quantitative performance indicator “reach” is always included as a factor in media planning. And so far, reach has steadfastly endured, despite the upheavals of digitalization. But in the omnichannel world, is reach (still) fit for use when it comes to managing paid media? Here are some ideas based on our experience – with tips from media research.