Important & More: Skopos / Annalect / Today and Tomorrow / Destatis / Publicis Sapient / Ad Alliance / WWG

If you weren’t able to be there at Insights24 and the WWG last week, you now have the opportunity to see a small compilation of the most beautiful moments here. This really makes you want more. Save the Date: September 3rd and 4th, 2025. Important & More today with the Horizon The Real Impact award, the right AI strategies, banks that rely on personalized customer journeys and a good report from Destatis.

#The Real Impact awarded on WWG

As part of the double event planning & analysis insights and HORIZONT advertising impact summit (WWG) was also awarded “The Real Impact” award. winner is Annalectthe market research subsidiary of the media agency Omnicom, for its study “Cross Media Impact” on behalf of the marketer Advertising Alliance. The eleven-member jury, chaired by media researcher Dirk Engel, examines, discusses and evaluates the submitted studies based on criteria such as research design, implementation, data transparency, degree of innovation and practical value. The winning study by Annalect examines how advertising in different media – TV, TikTok, YouTube, Facebook, Instagram and digital – affects consumers. The customer journey has shifted, so the study makers have developed a new impact measure: the “Individual touchpoint experience“. This means they measure advertising at the person level. They measured the impact chain in two categories (retail and shampoo) for individual people: from advertising contacts to the individual perception of the touchpoint experiences to the effect of the experiences on the brands’ funnel changes. More is available at Horizont.

#Longread: Success factor AI strategy: value-oriented into the future of market research

There is a lot of FOMO in companies, the fear of missing out, um. The requirement to quickly show a use case with AI is enormous. Dr. Christopher HarmsManaging Director & Chief Data Scientist Skopos elementsHowever, advises you to keep a cool head: without a clear vision, strategy and goals, implementation will be difficult. He will report on how to get there at the Deeper Insights Day on October 9th and is already giving a sneak peek here.

#Heads

Paula Krauthauser becomes junior project manager at the Cologne market research and consulting institute Today and tomorrow. She completed her master’s degree in business psychology with a focus on market and media psychology at the Rheinische Hochschule Cologne and already has extensive practical market research experience, having worked as a working student at the institute for several years. Krauthäuser has special knowledge in the psychological study of the effects of digital transformation and the User experience in extended reality applications.

#Banks are investing in AI

Almost a third of the investments that banks worldwide are making in the digital transformation of the customer experience are now in AI, machine learning and generative AI (GenAI). This is a result of the third edition of the Global Banking Benchmark Study 2024 by the consulting firm Publicis Sapient, for which more than 1,000 executives from the banking sector worldwide were surveyed. Respondents’ top priority is using data and analytics to better understand customers and their relationship with the bank. 42 percent of banks use this personalized customer journeysto improve the customer experience. Nevertheless, you do yourself banks difficult with agility: Only 35 percent of banking executives say their company has a fully agile operating model, according to the study.

#The last thing: going to office

The citizens and companies in Germany are with the Completely satisfied with the services provided by the authorities. This is shown by the data carried out by the Federal Statistical Office (Destatis) on behalf of the Federal Government Life situation survey 2023. From May to July 2023, around 7,600 citizens and 3,100 companies were surveyed about their experiences with contact with authorities. According to this, around 79 percent of citizens and 80 percent of companies say they are somewhat or very satisfied with government services.