Hannes Tronsberg

Author: Hannes Tronsberg

  • Redefining Leadership in an AI-First World

    As AI transforms marketing, small organizations must shift from traditional brand-building to a KPI-driven approach. Leaders need to focus on measurable outcomes like sales growth and engagement, trusting AI to handle processes. By embracing data-driven strategies, these businesses can increase efficiency, improve targeting, and stay competitive.

  • It truly is abs[e]urd

    It is truly absurd how little understanding the EU Commission seems to have of how the technology they are trying to regulate actually works. The EU Commission doesn’t have to be an expert in everything, of course. But they should acquire enough expertise when they try to regulate markets. Jon Gruber puts it very well.…

  • Competing for Attention

    Competing for Attention: Why Arts Organisations Need Bigger Marketing Budgets or Smarter Targeting Arts organisations spend a lower proportion of their revenue on marketing than industries with similarly complex products. While CPG (consumer packaged goods) companies spend around 25% of revenue on marketing, entertainment and media companies spend just over 14%.  Arts organisations spend less…

  • Soziodemographie ist eine Sackgasse in der Publikumsforschung

    Weil es gerade in meiner Kulturbubble wieder Thema ist: Soziodemographie korreliert nicht mit der Nutzung von Kulturveranstaltungen bei Oper, Schauspiel, Tanz oder Konzert. (Datengrundlage 20 Mio Besuche, 1,5 Mio Besucher:innen) – von Kausalität sind wir noch weiter entfernt. Soziodemgraphie kann eine statistische Wahrscheinlichkeit ermitteln ob jemand überhaupt ein Kulturangebot besucht. Das hilft den Institutionen bei…

  • From people to interest centric

    The next wave of marketing The last 10 years in digital marketing were driven by ever-improving targeting options. Lookalike audiences and retargeting options enabled a super fast, convenient and easy way of making sure that ads were seen by the right people. On the other hand did the data-driven ad-tech industry comparatively little to help…

  • How to bring back fans

    Situation All over the world, live events return on stage and sports clubs resume their play. But something is missing: the audiences. Industry insights show various reasons for that but only one solution seems to tackle the problem in its origin. At this point, no one will be surprised that it has to do with…

  • Putting audiences centre stage

    Putting audiences centre stage What we learned in the past 10 years What we still don’t know Focus on WHAT and WHY not WHO Interest-based customer insights are the future Become independent in the digital space Stay relevant everywhere, anytime Adapt to tightening privacy standards Automate targeting AND message What you need to do Foster…

  • Mission Related Pricing — a way to increase revenue

    Many museums are under pressure: On the one hand they are expected to increase the number of visitors and attract a more diverse population. On the other hand their financial leeway is decreasing. Essential investments in exhibitions or additional research and programming are rarely possible. One of the most common tools to attract more visitors…