Esther Cahn and Robert Schumacher presented the Suva case in the Listen 14. Afterwards the whole topic was discussed in a short workshop. The Lucerne University of Applied Sciences and Arts summarises the findings as follows:
The customer’s brand experience results from a coordinated strategy across all channels and customer contact points.
The hitherto inadequate campaign controlling can be improved by an integrated data analysis.
There are connections between media contacts and conversions that can be measured and from which specific optimizations can be derived.
You can find the complete article here: http://blog.hslu.ch/ikm/2014/12/09/die-optimierte-kampagne/