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.

What does data-driven communication look like when it isn’t just a way to measure success after the fact, but actually helps steer the process from the very beginning? In our February session, Lara Weber and Florian Müller from Audi AG’s Strategic Communications team provided insight into “Insights Generation,” the team of insights consultants and data analysts established there. The common thread: Data only has value when it is transformed into concrete recommendations for action.

During our February session, Kai Fetzer (Head of Data Insights and Contentflow at Bosch) debunked a widespread myth: AI in communications is not a “magic button” that you press to get ready-made strategies. On the contrary: Anyone who uses AI for analysis must be prepared to delve deeper into the processes than ever before.