Key Note Speakers: Dr. Florian Heinemann & Philipp Werner

HOLISTIC PERSPECTIVE ON THE MARKETING MIX: COMBINING UPPER- AND LOWER-FUNNEL ACTIVITIES IN THE DIGITAL CONTEXT

Most successful startups experience steep growth driven by lower-funnel marketing activities and are thus used to making data-informed budget allocation decisions. In order to establish themselves as relevant players they too have to master the upper-funnel sooner or later – which poses a challenge to their highly analytical marketing approach due to increasing complexity in measurability. In their talk Florian and Philipp from Operational VC Project A will share insights into how fast-growing startups and digital winners overcome the challenge of analyzing the performance of their entire marketing mix.