NOW Data-Driven: A Focus on Data-Driven Marketing
At the JETZT Data Driven conference, everything revolves around data-driven marketing for two days. Through a concentrated series of workshops, keynotes, and panel discussions, the focus is on real insights rather than empty buzzwords: How can personalization and data-driven advertising truly succeed? A must-attend event for all digital pioneers who want to use their media budgets in a measurable and strategically optimal way.
Our Paid Social Consultant Diana Mereoiu and Katharina Maurer (Paid Search Lead) shared valuable practical insights at JETZT Data Driven. In an in-depth workshop and an inspiring best-practice keynote, they demonstrated how essential it is to critically examine your own campaign data and how significant performance gains are possible when you break down rigid data silos. The clear highlight: the real-world case studies that prove that the courage to adopt centralized data structures and conduct external audits immediately translates into improved KPIs. Our conclusion: Anyone who wants to grow successfully in performance marketing today must make data quality an uncompromising priority.
Photo credit: Elisabeth Kessler/MOMENTUM Vienna
Workshop: The Blind Spot in the Media Mix: These Mistakes Are Hidden in Your Campaign Data
Optimizing ongoing campaigns is a top priority for most marketing teams. In the process, fundamental structural problems can easily be overlooked. Using concrete examples from her many years of audit experience, Diana Mereoiu demonstrated which errors are quietly eating away at the budget. A key takeaway from the workshop: The quality of campaign data plays a decisive role in determining how reliable optimizations and budget decisions truly are. Especially in a complex media mix where platforms, target audiences, creatives, and tracking are all intertwined, flawed data inevitably leads to incorrect conclusions. Diana equipped participants with proven methods to strategically shed light on this “blind spot.”
Diana Mereoiu is a Paid Social Consultant at e-dialog and brings over five years of expertise in the field of performance marketing. She advises companies across various industries and supports them with data-driven insights and strategic foresight. Her focus is on developing and implementing effective paid social strategies that deliver measurable results. With her hands-on approach, she helps brands make the most of their advertising budgets and achieve sustainable growth. At the JETZT Conference, she will share her knowledge on successful campaigns and best practices in performance marketing.
Presentation: Data-Driven Lead Boost for Toyota Austria
Breaking down data silos isn’t easy, but it’s hugely worthwhile. In their best-practice keynote, Katharina Maurer and Verena Müller illustrated how we developed a centralized, data-driven lead generation campaign for Toyota Austria out of dozens of small, isolated dealer campaigns.
In doing so, we replaced the many individual regional campaigns with a centralized meta lead generation setup for all of Austria—including regional dealer assignment for maximum efficiency. In addition, dealers were provided with their own live dashboards, which significantly improved the quality of the generated leads. As Katharina emphasized in her keynote, trust is the best fuel for this: “Success requires more than just good tools. It takes trust to step on the gas without getting bogged down in lengthy approval loops.”
The paid social results of this strategic shift speak for themselves: 19.8 million impressions, 165,000 link clicks, and 5,909 test drive leads generated. The presentation provided concrete evidence and demonstrated how the intelligent bundling of data and budgets directly impacts a company’s success.
Katharina Maurer has been part of the SEA team at e-dialog for more than five years. As Paid Search Lead, she and her team are responsible for providing strategic client consulting and for the operational planning and execution of digital campaigns in Europe. Katharina’s areas of expertise include optimizing Google Ads campaigns, AI-powered search, SEA innovation projects, and tool workshops.