"It was a showcase for data experts"

The Media Research Day 2024 was all about data networking. Around 170 representatives from the media and advertising industry met at Zurich's Westhive to discuss the latest developments in the use and linking of data. The event not only offered a platform for knowledge exchange, but also exciting discussions about the challenges of the data-driven future. Among the participants were leading minds from organizations such as Wemf, MediaPulse, OneLog, and WebRepublic, who gave insights into their work. Vanessa Meier, news presenter at TeleZüri, hosted the day professionally and charmingly.

From collected to networked data: The main topic of the day

The central question that shaped the day was how collected data sets can be networked to create comprehensive data treasures. Dr. Jella Hoffmann, CEO of Wemf, emphasized the need for high-quality data and the importance of effective connections in order to gain maximum insights from it. In her interview with m&k, she explained: "It really was a showcase of data experts. The challenge is not just to collect data, but to connect it efficiently to unleash its full power."

Influence of data networking on start-ups and investor decisions

Regula Bleuler from the Swiss Startup Association emphasized the importance of data networking, especially for startups. She explained that young companies in particular benefit from modern IT systems, as they can often launch without outdated infrastructures. "Investors attach great importance to clean and linked data," said Bleuler. "Companies that cannot provide clear data will hardly receive any capital." An understandable argument, after all, it is crucial that start-ups can prove their customer base and growth strategy on the basis of transparent data in order to be attractive to investors.

Practical insights from industry experts

The presentations were rich in practical insights and concrete application examples. Marc Sele from WEMF discussed dynamic developments in the field of audits, while Mirco Marr from MediaPulse shared his findings on convergent research products and gave an assessment of market demand. Marr emphasized that the demand for networked products is increasing and that MediaPulse is making good progress in this area.

Felix H. Mende from SPR+ focused on the challenges and successes of the collaboration with WEMF as part of the Mach strategy and emphasized how crucial data linkage is for future-proof research. "The collaboration shows that a successful implementation of connected data is crucial to mastering current and future challenges," explained Mende.

Cinema in the digital age: Christof Kaufmann's perspective

Christof Kaufmann from Weischer.Cinema explained how cinema can assert itself in an increasingly digital and data-driven world. He emphasized that cinema as a medium has by no means fallen out of time. "Cinema remains an important touchpoint for advertisers," said Kaufmann. He pointed out that moving images and cinematic experiences remain in high demand as they have a unique and immersive effect on viewers that cannot be replaced by digital channels alone.

Moving images as an important part of addressing young target groups

In her presentation, Siri Fischer from Igem emphasized the importance of gender-specific differences in news usage and specifically addressed the preferences of young people. She emphasized that young men are particularly attracted to video formats, while young women often prefer image-based content. In order to provide target group-specific content, such differences must be taken into account and cross-media approaches that reflect digital preferences in media planning must be promoted.

Innovative tools in use: WebRepublic and the WEMF partnership

Valérie André from WebRepublic, one of Switzerland's leading digital agencies, got to the heart of the issue of strategic data analysis. She showed how data influences decision-making processes in the planning and implementation of campaigns. "We use various WEMF tools such as Mach-Strategy and Agency.OS intensively and are extremely satisfied with them," André explained in the m&k interview. "The connection to these tools has simplified our processes considerably and enabled us to integrate data seamlessly into our daily workflows."

Insights into new tools and innovations

One highlight of the event was the presentation of the recently launched Wemf product Rapid, which is used in particular for real-time data enrichment. The corresponding presentation impressively demonstrated how user data can be enriched in real time with the RAPID data set and used for precise advertising playout. This enables an even more targeted approach to target groups and is a valuable tool for advertisers.

Reliability of data analysis: Hauke Broschat on PAC certification

Hauke Broschat from Ringier Advertising spoke about his positive experience with WEMF's PAC (Prediction Accuracy Check) certification. "Our internal targeting and analyses have proven to be extremely precise," explained Broschat. With a score of over 92 out of 100 points, Ringier Advertising believes it is well positioned to further improve its data strategy. The exchange on these quality initiatives shows how important sound data management is in order to promote transparency and trust among customers.

Resonance and outlook

The participants at the Media Research Day 2024 were impressed by the diversity and depth of the topics covered. For many, it was exciting to hear how the various partners, including Wemf, are tackling the challenges of data integration. One visitor described how the concept of data integration makes it clear that the familiar "silo thinking" is increasingly being replaced by a networked understanding of data. This development opens up new opportunities to use insights more comprehensively and significantly increase the efficiency of strategies.

As previously mentioned, the newly presented Wemf tool Rapid was a particular highlight for some. "Rapid is an important step towards artificial intelligence," commented one participant, who particularly emphasized the extended analysis options. This innovation shows that Wemf is keeping pace with the increasing demands for real-time data and providing future-oriented solutions. The importance of APIs was also emphasized several times: "We urgently need APIs to be able to integrate data seamlessly. The developments at Wemf are leading the way here," said a representative of WebRepublic.

"I'm excited to bring all these new developments in OneID and data-driven marketing to my students," explained a professor at the University of St. Gallen.

The overall conclusion of the day can be condensed into one central insight: The data-driven future demands more than just pure data collection. Networked data that is accessible in real time and can be used for analysis forms the basis for any successful strategy. It also became clear that many professionals still face challenges, especially when it comes to technical implementations such as APIs. There is a clear need for further training and investment in clean data and technical foundations.

The event was more than just a meeting of experts - it was an inspiring exchange that opened up new perspectives and left many with a sense of anticipation for future developments. The next edition of the Media Research Day is eagerly awaited, as it will undoubtedly follow on from the topics that struck a chord with the industry in 2024.