Jochen Eckert: Digital transformation of marketing

From the Data Talk podcast series

Since 2007, it has been possible to advertise on Facebook. Data-driven marketing provides the basis for advertisements on the social platforms. The success of data-driven marketing is based on high reach and specialized targeting. The potentials are therefore obvious, yet many companies do not exploit their potential. This includes the interplay between data-driven marketing and data orientation in the company. Although they are aware of the importance of data, they have difficulty creating structures to use it for marketing purposes.

Jochen Eckert is a professor of quantitative marketing and data science at RheinMain University of Applied Sciences in Wiesbaden and guest on our podcast series Data Talk. Through his practical experience in marketing at Ebay or Uber, he knows his way around the data economy market. In the new podcast episode, he talks with Volker Rieger and Britta Cornelis about the future and possible applications of data-driven marketing and the relevance of data literacy.

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