The Battle of Google’s Looker Products: Which One is Right for Your Data Visualization Needs?

on 17.05.2023 by Sandy Bekheet, Marvin Geisler

Looker and Looker Studio (Pro), formerly known as Google Data Studio, are two widely used business intelligence tools of the Google cosmos that help creating interactive dashboards and reports. Both tools have their own strengths and are designed for different use cases and target groups. In this article, we explore the features of each tool […]

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SHIFT happens: When machines need morals

on 28.04.2023 by Dr. Ramona Greiner, André Hellemeier

This year, FELD M participated for the third time in the “SHIFT – Conference on Digital Ethics”, which took place on 20 April at the X-TRA in Zurich/Switzerland. After two digital conferences, the approximately 220 conference participants were able to discuss in person again this year. The conference featured numerous high-profile speakers who presented their […]

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Artificial intelligence and personalization won’t save you (sorry).

on 12.09.2022 by Dr. Marco Linz

Why it makes more sense to give conversion optimization the attention it deserves. Over the past few months, growing numbers of customers have contacted us at FELD M with questions like, “We bought a leading digital marketing suite that has AI components and want to personalize now. What cases do you suggest without having seen […]

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Bye bye Universal Analytics: How to get ready for GA4

on 14.07.2022 by Askar Abdullaev, Luiz H. Bitteti

Time has come: Google‘s Universal Analytics has had its day – at least in the eye of Google itself. Since its successor Google Analytics 4 was first announced and initially published in 2020, marketers and analysts have been asking themselves: When will the final switch to GA4 take place? And what happens to our data […]

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Product Analytics – A first glimpse of a new area of analytics

on 22.03.2022 by Daria L., Christian Spannbauer, David Berger

We at FELD M have been active in the field of digital analytics for many years now, consulting a multitude of clients from various industries. Over this time, we witnessed a dynamic development. It started with rudimentary native analytics implementations with only very limited reporting possibilities and data access only restricted to few persons within […]

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Study: Sound is what makes music – but it takes harmony to create consent

on 04.03.2022 by Dr. Isabelle Kes, Alexander Eiting

The role of tonality for Cookie Banner messaging While companies develop more and more capabilities to analyze data and derive business impact with the help of data, increasing data protection regulations make it continuously harder to leverage or even collect data. Consumers have – luckily – the chance to decide in increasingly detailed ways if […]

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Google’s FLoC vs. Topics – Old Wine in New Bottles?

on 22.02.2022 by Stefan Riegler

A few weeks ago, Google surprised the advertising world with its announcement that it would stop working on its “Federated Learning of Cohorts” technology, FLoC for short, and instead focus on “Topics API” from now on. With Topics, as before with FLoC, Google is trying to develop an alternative for the third-party cookie. Google is […]

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Nagging and meatballs – Dark Patterns in Consent Management

on 24.01.2022 by Dr. Ramona Greiner

Dark Patterns in Consent Management – and why you should do without them Dark patterns are familiar to most of us, especially from the so-called “social media”, but they are increasingly finding their way into cookie banners and consent management. The GDPR provides very clear guidelines on how valid consent must be given, namely, above […]

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A new German data protection law: TTDSG – What you need to know now

on 02.12.2021 by Andrea Kawall, Dr. Ramona Greiner

Tl;dr: The TTDSG regulates provisions on telecommunications secrecy and data protection for telemedia, i.e., websites. It replaces the data protection regulations of the Telemedia Act (TMG) and the Telecommunications Act (TKG), adapts them to the regulations of the GDPR and primarily serves to implement the ePrivacy Directive. The aim is primarily to create legal clarity. […]

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