"Half the money I spend on advertising is wasted; the trouble is I don't know which half." The American entrepreneur John Wanamaker already formulated the dilemma in dealing with advertising investments impressively at the beginning of the 20th century. At that time, marketers still had to make assumptions about which consumers might be receptive to their advertising messages.
A lot has happened in the meantime, and digitization in business and society is advancing inexorably. Data, also referred to as the oil of the digital economy, is available in large quantities. The question now is to what extent Swiss advertisers in 2022 will be able to make their decisions on the use of the communications mix based on facts and knowledge.
Christian Kleiner is investigating this question quantitatively as part of his master's thesis at the ZHAW with an online survey. With your support, it determines the appropriate answers. The survey takes just under 20 minutes.