@GModenbach
Account based inGermany
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EVP Research, Analytics & Consulting at SevenOne Entertainment Group, Geschäftsführer SevenOne Media GmbH (@P7S1Group)
Munich, Germany
Joined October 2011
- Tweets3.2K
- Following695
- Followers705
- Likes3.3K
Pinned Tweet
The English version of ‘Video Impact - Fundamental mechanics of TV and video advertising’
@KNelsonField was so nice as to write an appreciative foreword. Her conclusion:
"My description of this work is - fundamental, sound and important."
Link to pdf: cutt.ly/ouGXqGC
Heute zwei komplette Seiten zur @Eintracht und @hekitike9 in Équipe
…ein Ritterschlag für Krösche und Dino und die Eintracht imho… 😃
Guido Modenbach retweeted
The Ehrenberg-Bass Institute would like to thank everyone who has invited us to be featured on their podcast channels over the years. We've had many insightful conversations with amazing people and are pleased to share them with you here: lnkd.in/gkPDvEUZ.
Guido Modenbach retweeted
seven.one/portfolio/entertai… Entertainment Angebote | Seven.One Entertainment Group
Guido Modenbach retweeted
OTTO hat einen eigenen Streaming-Channel? Gibt’s das❓JA 🚀
Gemeinsam mit OTTO haben wir den ersten Branded On Demand Channel auf Joyn realisiert. Das bedeutet: über sieben Stunden exklusives Shopping-Entertainment!!
Neue Käufer oder Treue Käufer?
Ein freundliches Gespräch mit Grok3-beta zu einer Grundfrage im Marketing
Learning: auch die beste KI ist nicht davor geschützt unter falschen Annahmen zu arbeiten… linkedin.com/posts/guido-mod…
Free access to a super important academic paper showing how brands compete!!
Building mental and physical availability on a father rate than competitors drives bands growth…
Guido Modenbach retweeted
How Professor Andrew Ehrenberg changed our view of how advertising works:
researchgate.net/profile/Byr…
Guido Modenbach retweeted
Oh wow, so the “strategic decision” to stop focussing on customer acquisition has (so far) led to a 19% drop in sales and “profits” going from minus 20m to 100m loss. “As it chases profitability”.
I predict that they’ll do better next year based on the fact that they surely can’t do worse 🤞
.@BloomandWild focuses on customer retention over acquisition as it chases profitability
The flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year
marketingweek.com/bloom-wild…
Marken müssen ständig neue Käufer gewinnen, um zu wachsen!
Warum?
Weil alle Marken ständig ehemalige Käufer verlieren – auch große Marken sind davon nicht ausgenommen.
@CathrinHegner hat die Befunde für „Out of the Box“ zusammengefasst. linkedin.com/posts/guido-mod…
Guido Modenbach retweeted
This study conducted by Assoc. Prof. Giang Trinh, Prof. John Dawes, and @ProfByron tackles the question – ‘should a brand focus on its heavy, light, or non-buyers in its efforts to grow its sales?’
Read it here: link.springer.com/article/10…
#marketing #marketingscience #brandgrowth
Guido Modenbach retweeted
Prof. Jenni Romaniuk was interviewed on JUST Branding to discuss distinctive assets and its significance towards branding success, alongside the definition of differentiation.
open.spotify.com/episode/3bY…
Don't Go Dark!
When brands stop advertising, they are losing sales and market share.
@EhrenbergBass analyzed 365 FMCG brands in the US and the paper published in JAR (Journal of Advertising Research, Vol 63, Issue 2) is publicly available here:
journalofadvertisingresearch…
Our latest study has been published with open access. This research studies 365 US brands from 22 consumer goods categories that stopped advertising for at least one year, and the consequences on a brand’s market share.
Read it here: journalofadvertisingresearch…
Guido Modenbach retweeted
🚨🏆 Major Moment — Alex Cejka has won his 3rd Senior Major Championship. #SeniorOpen
Guido Modenbach retweeted
Kostenlose #Onlinevideo-Angebote werden täglich genutzt – die #Werbewirkung unterscheidet sich jedoch deutlich. BVoD-Angebote wie #Joyn sind in ihrer Wirkung mit TV vergleichbar und daher anderen Plattformen deutlich überlegen. Mehr Insights gibt's hier: ⬇️bit.ly/43XE0Kl
Guido Modenbach retweeted
Great perspective on transparency issues in programmatic advertising -- "it's a goddam lockbox"
mi-3.com.au/04-07-2023/its-g…
Guido Modenbach retweeted
“If you want to increase your price without losing volume then improve your product quality, or increase your physical & mental availability, ideally do both” Byron Sharp
Guido Modenbach retweeted
How To React To YouTube’s Fraud Scandal? Treat It As If It Were TV | AdExchanger adexchanger.com/tv-and-video…