Data & Insights Experts

During our June session, Dr. Marc Jungblut (LMU Munich, IfKW) dissected a core problem in the discipline: We make decisions based on a systematically biased data foundation. His analogy: Data is not gold, but ore—worthless without processing. Two fallacies were the focus of the discussion.

Marius Johnen gave exclusive insights into the data transformation at Eintracht Frankfurt. The case impressively shows the path from a pure “gut feeling culture” to a systematic, centrally controlled insights structure. The focus is not on the sheer volume of data, but on the ability to translate feedback in real time (e.g. immediately after the final whistle) into operational and strategic decisions for merchandising, ticketing and content planning.

In our latest Data & Insights Experts interest group session, we delved into the mechanics of modern communication. Under the title “Beyond Output – Rethinking Communication and AI”, Maximilian Miguletz (Director Strategic Communication at Scompler) showed us why the industry is in danger of winning the “wrong game”.

Schaeffler relies on internal data management in Microsoft Azure – for more data control, scalable analytics and AI applications in marketing.

Aferdita Kastrati, Head of Data & AI in Communications at Merck, gave a keynote presentation to the “Data and Insights Experts” interest group of the AG CommTech, in which she presented the results of her case study on GAIO.

For over 15 years, Siemens has been focusing on strategically anchored performance measurement. In the “Data & Insights Experts” group, Nadin Ernst (Siemens) and Dr. Mark-Steffen Buchele (buchele cc) demonstrated that data-driven communication is a marathon, not a sprint—and that it cannot succeed without clear standards and comprehensive enablement of the entire team.

Clarity builds trust, but it can also trigger conflicts. Ambiguity creates leeway, but risks accusations of manipulation. In the “Data & Insights Experts” interest group, Prof. Dr. Ulrich Bihler (University of Hohenheim) demonstrated how data-driven target audience engagement exacerbates this tension and why actively managing both poles is becoming a core competency of strategic communication.

How exactly is AI changing the work of those who monitor and analyze media? At the May session of the “Data & Insights Experts” interest group, Manuel Wecker (Global Account Manager, UNICEPTA by PRophet) presented a workshop report from a service provider’s perspective, offering a look under the hood of production systems rather than at marketing slides.

Anyone can collect data. The real challenge is making it actionable and incorporating it into decision-making. In the “Data & Insights Experts” interest group, Klara Moser (BCG Central Europe) provided insights into building a scalable, modular system for media and marketing intelligence.

Topics, priorities, and channels are constantly changing. In the “Data & Insights Experts” interest group, Timo Radzik (Siemens) demonstrated how Siemens Communications has used OKRs to establish a flexible navigation system that links strategy with operational implementation and defines success based on impact rather than effort.