Survey on status & outlook of marketing analytics usage in Switzerland
As part of his master's thesis at the ZHAW, Christian Kleiner is investigating the status of the use of data-driven analytical models in the planning, implementation and evaluation of the communication mix. Take part in the survey!
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." The American entrepreneur John Wanamaker impressively formulated the dilemma of dealing with advertising investments at the beginning of the 20th century. Back then, marketers still had to make assumptions about which consumers might be receptive to their advertising messages.
A lot has happened in the meantime and digitalization in business and society is progressing inexorably. Data, also known as the oil of the digital economy, is available in large quantities. The question now is to what extent Swiss advertising companies will be able to make their decisions on the use of the communication mix based on facts and knowledge in 2022.
Christian Kleiner is investigating this question quantitatively as part of his Master's thesis at the ZHAW using an online survey. With your support, it will determine the appropriate answers. The survey takes just under 20 minutes.
