Market research with passion and green soul

“Digital marketing and the delivery of contacts to target groups is becoming more efficient – but also more complex – thanks to the latest technology. When it comes to brand communication with the people behind it, in my view the evaluation of the branding performance of advertising should not be forgotten alongside the mechanization and focus on performance metrics. The communication performance of more than 99 percent of the view contacts of display campaigns is sold short by the one-sided view of ad server reporting, and most customers of web analytics tools know the access figures to the last corners of their website, but cannot tell how their target group is structured, what they think about their brand and what they expect from their products. With GreenAdz, we want to bridge the gap between making the communication performance of online advertising visible to users, understanding and optimizing its cause-and-effect relationships, and generating customer insights – by asking target groups about their customer journey, not just measuring it.”

John Sasse is the ‘technical head’ of GreenAdz. Born in 1978, software architect and IT consultant for Capgemini sd&m, Gruner + Jahr and various startups during the first new economy wave in the 2000s, he has been working independently as an IT technology consultant for well-known clients since 2010.

Based on the knowledge of how to convert IT architectures for large customers with more than 10,000 employees to web-based systems, GreenAdz now follows with the development of its own technology product for the large online advertising market. “It is extremely exciting to accompany the revolution of digital marketing with a novel technology product. With GreenAdz, we are creating a second layer in the measurement of online advertising success by aiming to establish novel user-centric metrics in the market, complementing existing performance-driven KPIs. We are curious to see how many advertisers get involved in taking a look under the surface of the water and discovering the extent to which their online communication is doing what it is supposed to do – to also come to the conclusion at one point or another that banners that click well don’t necessarily have anything to do with good brand communication.”