• What you can do against 70 percent scatter loss

    Posted by Christoph Spengler on 12.02.2020

    If the latest studies are to be believed, firms are currently experiencing marketing scatter loss of around 70%. A huge and very expensive amount that nobody wants. What can be done about it?

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  • “Smart simplification” for more market success

    Posted by Christoph Spengler on 28.08.2019

    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”.

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  • Turning the customer journey into a service paradise

    Posted by Christoph Spengler on 07.02.2019

    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.

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  • Successful complexity management along the customer journey

    Posted by Christoph Spengler on 10.01.2019

    Managers describe growing complexity as a major obstacle to successful market development. Read on to see how to deal systematically with complexity.

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  • The effective strategy against scatter loss

    Posted by Christoph Spengler on 23.11.2018

    Almost every company today is feeling the effects of ongoing digitalization. In marketing, this is leading to everincreasing scatter loss. The following article explains how to counteract this.

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  • The customer journey is a matter for the boss

    Posted by Christoph Spengler on 17.07.2018

    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.

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  • Get to grips with reach

    Posted by Christoph Spengler on 06.06.2018

    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.

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  • If you kick differently, you shop differently

    Posted by Bianca Oehl on 02.02.2018

    INTERSPORT Germany is adapting campaigns to new customer segments based on real data – each with a specific touchpoint mix and appropriate products along the individual customer journeys.

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