The Project A Knowledge Conference (PAKCon) is one of Europe’s most practical conferences.

In its sixth edition, PAKCon 2023 will again bring together founders, investors, thought leaders, digital experts, international media, and talents from across Europe for a one-day event packed with thought-provoking sessions, hands-on workshops, and plenty of networking opportunities.

This year's theme is The Obvious. Why dedicate an entire conference to such a modest, seemingly ordinary concept? Well, we’re glad you asked!

The crises we’re experiencing—globally and in our industry—were, in fact, predictable. That’s why we want PAKCon to highlight truths that are so obvious we simply ignore them. While the sessions will focus on diverse topics, they will share a common agenda that explores fundamental questions.

October 11, 2023 | Berlin | Kino in der KulturBrauerei

https://hinterland-of-things.de/speaker/florian-heinemann/

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.