Data Driven Marketing & Customer Experience
The research field "Data Driven Marketing & Customer Experience" deals with three topics: Marketing Analytics, Communication Impact and Customer Experience.
The first two focus areas are dedicated to the analysis of new trends, methods and tools and their impact on traditional agency work. This includes, for example, the use of data to improve performance in marketing as well as digital approaches to increase the predictive quality for the success of communication and marketing measures (predictive analytics).
The third focus area, Customer Experience, deals with consumer behavior in general, the customer journey, behavior in the pre-purchase, purchase, and post-purchase phases, and all relevant factors influencing consumption behavior. In addition to classical verbal methods - in predominantly experimental research - we also rely on innovative measurement approaches such as activation research, emotional tracking and eye tracking.