Marketing Arena with focus on innovation management

Three interactive workshops with other experts will complement the presentations. The event will be moderated by Stephan Klapproth for the twelfth time in a row. The key to success Everyone talks about innovations and wants to be innovative. But how can innovations be managed? What tools are there? Are creativity and courage enough, or do you need a sophisticated [...]

Editorial - April 19, 2022

Three interactive workshops with other experts will complement the presentations. The event will be moderated by Stephan Klapproth for the twelfth time in a row.

The key to success

Everyone talks about innovations and wants to be innovative. But how can innovations be managed? What tools are there? Are creativity and courage enough, or do you need a mature concept? These are questions that occupy many entrepreneurs and marketing professionals. That's why this year's Marketing Arena is explicitly dedicated to the question: How can innovation management become a key to success? For the twelfth time, Swiss Marketing Schaffhausen is organizing the Marketing Arena, the platform for knowledge exchange on the topics of marketing and communication On Tuesday, May 3, starting at 4 p.m. in the Pavillon im Park in Schaffhausen, five renowned experts will speak on exciting topics related to innovation.

Keynote speakers will be Dr. Claus Martini, CEO at IVF Hartmann, and Christian Gut, Chief Marketing Officer at Stöckli Swiss Sports AG. In his presentation, Dr. Claus Martini will provide in-depth insights into the innovation process at IVF Hartmann and present a digital business model with an omnichannel approach. Christian Gut will show that especially in winter sports, the topic of innovation is the essential factor for sustainable business success and how Stöckli implements unique strategies in sales and marketing.

Practical workshops

The two presentations will be complemented by three hands-on workshops: Veronika Sallenbach, Co-Founder StartHub Schaffhausen explains the key benefits of Design Thinking. Oliver Gabor of Lego Serious Play at Teambeschleuniger shows how Lego can also become building blocks for successful business development. Samuel Perret, Head of Innovation and Strategy for Sustainability at Milani d&c combines the topics of innovation and sustainability in his workshop.

Klapproth moderates

The event will once again be moderated by Stephan Klapproth, who will lead through the event in his usual entertaining and lively manner. Detailed information about the program and the speakers are available at here can be called up. Likewise, registration and booking of the limited number of tickets is now possible via the website.

Marketing Arena Schaffhausen 2022 "Innovation management - the key to success?", Tuesday, May 3, 2022, starting at 4 p.m., Pavillon im Park (Park Casino Schaffhausen), hosted by Swiss Marketing Schaffhausen. www.marketingarena.ch About the event: The Marketing Arena Schaffhausen is a platform for knowledge exchange around the topics of marketing and communication and takes place annually. The event is organized by Swiss Marketing Schaffhausen, one of a total of 28 regional clubs of the Swiss professional and trade association Swiss Marketing. The event, which attracts around 180 participants, has become one of the leading business events in the region and beyond since it was first held in 2009.

Supply chain attack: When cyber attacks come via update

An attack on the IT supply chain aims to manipulate the production process of a third-party software from development to updating, so that malicious code is pushed out instead of an update. This IT supply chain is vulnerable and cyber criminals are increasingly attacking it. That's because such a supply chain attack is efficient for them: if they can manipulate vendors' software packages and platforms [...]

Editorial - April 14, 2022

An attack on the IT supply chain aims to manipulate the production process of a third-party software from development to updating, so that malicious code is pushed out instead of an update. This IT supply chain is vulnerable and cyber criminals are increasingly attacking it. This is because such a supply chain attack is efficient for them: when they attack software packages and platforms of software and information systems providers, they reach multiple victims in one fell swoop. It makes little sense for the hacker to attack one company at a time with a complex attack when there may be tens of thousands of companies and organizations using a widely deployed application or service that is efficiently within their reach. The December 2020 attack on Solarwinds' supply chain affected close to 18,000 of Solarwinds' 300,000 customers worldwide. In addition to a mass attack, however, highly targeted attacks via the supply chain are just as possible.

Supply chain attack locations

A compromised supply chain is difficult for affected customers to detect. Therefore, cyber criminals have enough time to cause damage - such as data exfiltration, attacks on systems or disrupting processes. These attacks are different from previous attacks targeting individual customers and pose a challenge even for experts. It is not for nothing that the European Union Agency for Cybersecurity estimates, ENISAThe risk is high even for companies whose IT defenses are actually quite well established.

An attack can be launched at multiple stages of the supply chain for developing, deploying or updating software. Compromising supplier IT does not constitute a supply chain attack. It involves modifying code sources and writing scripts. Depending on which link in the supply chain the hacker starts at, the skills required of him or the possibilities for the defense to recognize a manipulation are all the more different. The following phases in the supply chain can be distinguished as starting points for an attack:

Phase One - Programming: These attacks are relatively easy to detect. They start via targeted mails, exploits and malicious websites to gain access to the programming code. It is relatively easy for a hacker to change the code at that point. But what they have changed is visible in the logs.
Phase Two - Versioning: Attackers can drive an attack via a remote desktop protocol (RDP) with little effort. Weak passwords and exploits of an application help them to do so. They can also have modified versions rolled out in a reduced or delayed scope, because they have direct access to source code and logs and leave few traces. But the modified code proves the manipulation.
Phase Three - Implementation (Build): This is where it gets more challenging for the hackers, but unfortunately also for the defenses. The means are the old ones and attackers use RDP attacks, weak passwords and exploits in the application. But they need a good understanding of scripts. This is because the necessary modifications to individual builds take a lot of time and are complex. The modified code can be hidden. The defense would also have to check the successive script versions individually to detect manipulations.
Phase Four - Signing the components: If the attacker gets involved now, he does not have to manipulate code. He simply replaces the actual code with malicious code. But a validation in the supply chain concept will reject this fake update. Hackers must therefore meet some minimum criteria for legal updates in their fake programs.
Phase Five - Delivery: Here, too, an attacker only has to exchange the components. But the malicious components then have no signature and can be recognized by it.

How can SMEs protect themselves?

Although the attacks take place in the update supplier's supply chain, the attacks also affect smaller and medium-sized companies. To arm themselves against the damage of a supposedly legal update, they should follow these measures:

A Implement comprehensive cybersecuritywhich includes Endpoint Detection and Response (EDR), but which, thanks to Threat Intelligence, also sees and reports suspicious data connections. After all, a common symptom of a successful supply chain attack is communication with a malicious command-and-control server. Companies with limited IT resources in particular should also consider a managed detection and response (MDR) service, and with it the expertise and time of IT security analysts. Only by combining EDR and MDR can managers see anomalies as they occur.
Equally important is Educating employees about phishing, to prevent the hijacking of an identity in the supply chain process.
It is central to Know and continuously review a company's supply chain processes. Does an IT manager even know which software or service updates it obtains from whom and when? What hardware does it acquire and how is it protected from receiving malware through this? Every security manager should ask the following questions of his IT supplier: - Is the vendor's software/hardware development process documented, traceable and verifiable? - Is fixing known vulnerabilities factored into product design and architecture, runtime protection and code review? - How does the vendor keep a customer informed of emerging vulnerabilities? - What capabilities does the supplier have to address "zero-day" vulnerabilities - those vulnerabilities that are designed into software from the beginning and are not discovered until later? - How does the supplier manage and monitor the production processes of a software and an update? - What does the supplier do to protect its updates from tampering and malware? - What kind of background checks are performed on the vendor's staff and how frequently? - How secure is the rollout of updates?

Anyone who receives a software update must be sure that they are not receiving malicious malware: At the end of the day, he has to suffer the consequences of a successful supply chain attack himself. Caution and a well-considered selection of suppliers, combined with comprehensive IT security, are the best helpers against a type of attack whose risk potential is far from exhausted. Author: Jörg von der Heydt is Regional Director DACH at Bitdefender.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/supply-chain-attacke-wenn-cyber-angriffe-per-update-kommen/

Brandpulse: New brand identity for Bindella Immobilien

Originally developed from the gastronomy division of the Bindella group of companies, Bindella Immobilien felt the need for clearer differentiation from the gastronomy companies and independent positioning as a competent real estate boutique. Therefore, the agency Brandpulse was commissioned to create a new brand identity. The center of the value proposition Brandpulse sharpened in joint workshops with the management the "brand positioning in such a way that [...]

Editorial - April 12, 2022

Brandpulse has developed a new brand identity for Bindella Immobilien.

Originally developed from the gastronomy division of the Bindella group of companies, Bindella Immobilien felt the need for clearer differentiation from the gastronomy companies and independent positioning as a competent real estate boutique. That's why the agency Brandpulse was commissioned to create a new brand identity.

The center of the value proposition

In joint workshops with the management, Brandpulse sharpened the "brand positioning in such a way that the will to design, tradition, longevity and attention to detail are at the heart of the service promise," according to a media release. Whether it's a lovingly renovated 100-year-old building or a modern architect-designed house, Bindella Immobilien is always about cultivating the love of detail in the respective property. The Bindella Immobilien brand is characterized by a pronounced will to design. This is expressed in an economic and future-oriented way of thinking, which is geared towards permanence and sustainability.

Critical clarification of identity

"The brand positioning process with Brandpulse forced us to reflect more deeply and clarify the identity of Bindella Immobilien critically," says Patrick Rieffel, the managing director of Bindella Immobilien AG. And he continues: "This can only succeed if there is an interested, empathetic and trustworthy interlocutor on the other side. Thanks to Brandpulse, we were able to reduce our legitimacy to its essence within a short period of time. Brandpulse accompanied and managed this with great class."

Newly developed appearance

The sharpened brand positioning forms the basis of the new corporate identity developed by Brandpulse. The bronze tone of the new logo, the typography, the striking imagery and the corporate colors are intended to embody the brand's high quality standards and create an arc of tension between the traditional values and the modern approach of the real estate company. Brandpulse also implemented the most important touchpoints (stationery, templates, website and company presentation).

Ricoh receives gold rating for sustainability activities

For more than 85 years, Ricoh has fostered innovation and established itself as a leading provider of document management solutions, IT services, communication services, commercial and industrial printing services, digital cameras and industrial systems. Recently, the company again received a Gold rating from EcoVadis for its sustainability activities. This puts Ricoh in the top five percent of companies in the industry in terms of [...]

Editorial - April 12, 2022

Gold rating — EcoVadis' gold rating in sustainability for Ricoh. (Image: EcoVadis)

For more than 85 years, Ricoh has fostered innovation and established itself as a leading provider of document management solutions, IT services, communication services, commercial and industrial printing services, digital cameras and industrial systems. Recently, the company again received a Gold rating from EcoVadis for its sustainability activities. This places Ricoh in the top five percent of companies rated in the industry for sustainability performance. Founded in 2007, EcoVadis is a globally recognized provider of corporate sustainability ratings. It focuses on corporate environmental, social and governance (ESG) practices and helps companies improve their environmental and social activities across their global supply chains. More than 90,0000 companies from over 160 countries and 200 different industries are rated by EcoVadis on their corporate policies, initiatives and performance in four areas: environment, labor and human rights, ethics, and green procurement. Ricoh received the Gold rating for the first time in 2014 and has continuously confirmed it since then. In particular, Ricoh's commitment in the "Environment" and "Green Procurement" categories is clearly honored in the current EcoVadis rating. This confirms Ricoh's proactive approach to environmental management and sustainable procurement in collaboration with suppliers, according to the statement. In 2019, Ricoh became the first Japanese company to participate in the Business for Inclusive Growth (B4IG) initiative, which works to address inequality in the workplace and supply chains. Ricoh is also a member of the Responsible Business Alliance (RBA), which promotes social responsibility in global supply chains. To provide an effective and global framework for its ESG activities, Ricoh has identified seven focus areas. These are aligned with 12 of the 17 Sustainable Development Goals (SDGs) introduced by the UN to address specific issues. In doing so, the Ricoh Group aims to contribute to the development of a sustainable society that actively addresses economic, social and global environmental policies. Ricoh will contribute to the achievement of the SDGs by solving social problems throughout the value chain through its business operations, thus helping to realize a more sustainable society. Source and further information: Ricoh

This article originally appeared on m-q.ch - https://www.m-q.ch/de/ricoh-erhaelt-gold-bewertung-fuer-nachhaltigkeitsaktivitaeten/

Consumption trend according to Profital study: search online, buy offline

What does purchasing behavior look like after the relaxation of Corona measures in Switzerland? Profital, the app for digital brochures and mobile retail marketing, conducted a study with almost 2,000 people. There is a slight trend back toward stationary retail, with consumers primarily obtaining information online before making a purchase. Cross-channel shopping The [...]

Editorial - April 11, 2022

What does purchasing behavior look like after the relaxation of Corona measures in Switzerland? Profital, the app for digital brochures and mobile retail marketing, conducted a study with almost 2,000 people. There is a slight trend back toward stationary retail, with consumers primarily obtaining information online before making a purchase.

Cross-channel purchasing takes place

Shopping planning remains important and is even increasing slightly: A full 82 percent of respondents said they find out about promotions and discounts in advance. Last year, the figure was 72 percent (survey February 2021) and in 2020 only 49 percent (survey April 2020). The ROPO effect (Research Online, Purchase Offline) can be observed here. The majority of respondents first research online and then make their purchase in a brick-and-mortar store. "The entire shopping journey is becoming increasingly cross-media, and consumers usually start their product research online," says Profital CEO Raphael Thommen, "which shows how important digital offer communication is." For example, 56 percent of respondents find out about groceries online, and then buy them offline later. However, this trend is not only evident when buying groceries, but also when purchasing furniture and home furnishings (54 percent) and electronics (48 percent).

After Covid: slight trend back to stationary retailing

Around half of all respondents (52 percent) are continuing with their shopping habits in 2020 and 2021 compared with the Corona years. However, one-third of participants said they would again shop more frequently in stores in 2022. In this context, men in particular (35 percent) have shifted their shopping behavior more to stationary retail again, compared with 27 percent of women. 18 percent of respondents currently store more frequently in online stores. Corona, however, is hardly a concern for the respondents when shopping: only 9 percent said they were afraid of infection, for example. Consumers are much more concerned about delivery delays (20 percent) and product origin (37 percent). However, price is the biggest concern: A full 69% of all respondents said they were worried about rising prices when shopping. Sustainability and delivery time also important Despite rising prices, quality comes first when buying a product: The most important purchase criterion for consumers is quality, with an average rating of "fairly important" to "very important. Price follows in second place. Issues such as sustainability, availability and delivery time are also considered important. Regionality, packaging and product presentation are perceived as less important, and the brand of the product is in last place. The study by Profital examines purchasing behavior in March 2022, after the relaxation of Covid measures. 1,935 users of the Profital app were surveyed. The online survey took place between March 19 and 22, 2022. Profital is a provider of digital brochures and mobile retail marketing. The app connects over 450,000 shopping-savvy consumers with offers from over 100 retailers and brands at the time of purchase. Profital was founded in 2017 as a startup of Swiss Post. At the beginning of 2022, it merged with Europe's largest shopping list app Bring! The two apps have been accompanying each other as Bring! Labs AG, the two apps have since accompanied millions of users through the entire shopping process - from inspiration to joint planning to purchase.

The entire study is available here.

What does... "ROMI" actually mean?

Romi? That's not the name of the new agency dog or the new intern. No, it's an acronym that currently enjoys almost as much attention as the two mentioned above, but spreads far less joy. At the first hearing, the delegates of the agencies in the client meeting had probably actually thought that they were talking about a person who [...]

Editorial - April 7, 2022

Romi? That's not the name of the new agency dog or the new intern. No, it's an acronym that currently enjoys almost as much attention as the two above, but spreads far less joy. At the first hearing, the delegates of the agencies in the customer meeting had probably actually thought that they were talking about a person who was new to the marketing team. The second time around, they might have understood ROI and wondered what that was all about: Return on investment was until now only something that bankers, investors or financiers talked about, but not their client's marketing people? But the third time they noticed - thanks to Live-Googlen - that it was serious. After all, the M in ROMI stands for marketing, so it had to have something to do with them.

Make everything provable

So now ROMI is making the blood run cold in the veins of many an agency and customer. Suddenly, calculation is the order of the day! With the Return on Marketing Investments the factor of how much is left for the cause - i.e. the profit - after deducting all marketing expenses is determined as hard as nails. And deducting all expenses means EVERYTHING. That means everything that has anything remotely to do with marketing: Development, consulting, agency and production costs as well as all spending on media (including Google) and - not to forget - catering and travel expenses of the agencies. That adds up to quite a bit. This is now deducted from the revenues that were hopefully generated for the company through such measures. The result of this subtraction is then divided by the sum. The result of this division is then the ROMI. Simple, isn't it? It means 5.5 in very good cases or just 1.0 or even less in bad cases. This means that the company has received back a factor of 5.50 or just a factor of 1 for every marketing franc invested. "But you can't calculate like that" or "Marketing expenses are not costs, but investments" are the exasperated cries of the agency representatives before they get into the fat cars in the visiting parking lot under the suspicious eyes of the customers and drive away resignedly. Instead of learning the formula by heart, both sides complain afterwards. Not only about rising gasoline and electricity prices, but also about the fact that advertising measures are now subject to ever stricter controls.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

Swiss Cyber Security Days 2022 were a complete success

The Swiss Cyber Security Days 2022 (SCSD 2022), the most important meeting on cyber security in Switzerland, brought together key decision-makers and experts in the field of cyber security at national and international level and around 2,000 visitors on Wednesday, April 6 and Thursday, April 7. The first day focused on key global security issues for [...]

Editorial - April 7, 2022

The Swiss Cyber Security Days 2022 (SCSD 2022), the most important meeting on cyber security in Switzerland, brought together key decision-makers and experts in the field of cyber security at national and international level and around 2,000 visitors on Wednesday, April 6 and Thursday, April 7. The first day focused on key global security issues for Switzerland. At the opening ceremony, National Councilor and SCSD President Doris Fiala and Daniel Berger, president of Cyber Resilience Ltd, which is organizing the event, pointed out that the increase in infrastructures and data transfer volumes is leading to ever greater vulnerabilities. Moreover, these processes have been accelerated by the pandemic. Companies and administrations are confronted with and threatened by cybercrime on a daily basis, he said. Olivier Curty, President of the State Council of the Canton of Fribourg, also welcomed the participants on the first day in a welcoming message and underlined the importance of cyber security for the cantons.

Global security issues on the first day of the Swiss Cyber Security Days 2022

Among the highlights of the first day of the congress was the presentation by Chris Inglis, National Cyber Director and Advisor to the President of the United States Joe Biden. He stressed the importance of good cooperation. Cyberspace knows no national borders, Inglis warned, praising the potential of Swiss innovations. Florian Schütz, the Swiss government's delegate for cybersecurity, looked back at developments in recent years. He said the Swiss government has made a lot of progress and is currently working on the second version of the national cyber risk protection strategy. Div. Alan Vuitel, head of the Armed Forces Cyber Command project, looked at cybersecurity from a military perspective. He spoke about the main challenges we currently face from a national security perspective.

SMEs in focus on the second day

On the second day, the event focused on cybersecurity in SMEs. Gerhard Andrey, entrepreneur and member of the National Council, spoke about how the aviation industry has been dealing with technical defects in complex systems for decades. This is achieved by means of precise, complete information transmission and transparency. He calls for this to become the standard in dealing with cybersecurity as well. In a panel organized by the insurance company Mobiliar, Susanne Maurer, Editor Corporate Communication, Andreas Hölzli, Head of Competence Center Cyber Risk, and Thomas Kühne, CIO, discussed a recent GFS study showing that one in three companies has already been the victim of a cyber attack. The greatest risk is and remains the employees themselves, whose awareness makes an important contribution to prevention. Nicolas Mayencourt, CEO and founder of Dreamlab Technologies, and Prof. Dr. Marc K. Peter, Head of Centre for Digital Transformation at FHNW, presented the annual edition of the State of Swiss Cyberspace. The study conducted a full scan of Switzerland's public attack surface and presented vulnerabilities by sector for the first time. The study found that the three sectors of education, healthcare and government have the most vulnerabilities.

Presentation of the SCION project of ETH

ETH's SCION project was presented to the public for the first time at the SCSD. The secure Internet architecture SCION offers increased security, availability and performance. The SCI-ED project enables secure and highly available communication between institutions of the ETH Domain and partners. The project was presented by Adrian Perrig, ETH / SCION, Martin Bosshardt, Anapaya, Florian Schütz, NCSC, August Benz, SBA, Urs Fischer, HIN, Stefan Berg, Swisscom, and Robert Wigger, Sunrise Impulse.

Swiss Cyber Security Days 2022: 130 conferences, panels, expert discussions

After last year's edition was held entirely online due to the pandemic, they were even more pleased that Cyber Security Days could be held on-site again this year. Béat Kunz, CEO of SCSD, says: "Although we were very satisfied with the virtual edition, it doesn't replace the personal contacts that are made, especially in the exhibition area." More than 100 exhibitors had gathered at Forum Fribourg. During the two days, more than 130 conferences, panels, expert discussions, best practices and round tables took place. In addition to the key-notes, the Expert Tracks offered many interesting technical presentations and innovations on both days and the two Best Practices Tracks were also a great success. This year, for the first time, admission to the exhibition and the Best Practice Tracks (comprising 20 presentations per day) was free of charge. The Swiss Cyber Security Days 2023 will take place on March 29 and 30. www.swisscybersecuritydays.ch

This article originally appeared on m-q.ch - https://www.m-q.ch/de/swiss-cyber-security-days-2022-waren-ein-voller-erfolg/

Sunrise and Ticketcorner launch "Sunrise Starzone" music platform

On April 7, a new music platform was launched with "Sunrise starzone". The networking of major players in the music industry creates a national music portfolio with top festivals, large music arenas with over 150 live concerts per year. The three national partners of Starzone thereby gain access to a unique benefit program for their customers. These benefit from exclusive ticket and VIP [...]

Editorial - April 7, 2022

On April 7, a new music platform was launched with "Sunrise starzone". By networking major players in the music industry, a national music portfolio with top festivals, large music arenas with over 150 live concerts per year is created. The three national partners of Starzone thereby gain access to a unique benefit program for their customers. They benefit from exclusive ticket and VIP offers for concerts and festivals throughout Switzerland. The offer is complemented by a digital music platform with attractive content. "The desire for live music continues unabated, and Sunrise Starzone offers Swiss concert fans a comprehensive range of national and international artists," says a delighted Andreas Angehrn, CEO of Ticketcorner, adding, "With Starzone, we are turning the spotlight on Swiss concert stages after two years of uncertainty and supporting music creators with an innovative and attractive music program as they relaunch after the Corona crisis." André Krause, CEO Sunrise UPC, says: "With Sunrise Starzone we thank our customers with unique and unforgettable moments. They get even closer to their stars and benefit from many exclusive advantages."

Lounges, priority sales and perks

The customers of the four partners are to receive many advantages in the Sunrise Starzone: Among other things, large ticket allotments, priority sales - i.e. early access to concert tickets and discounts through to last-minute tickets for around 150 concerts and major festivals each year. On site, Sunrise and Raiffeisen customers have access to specially designed "Sunrise Starzone Lounges" in the largest Swiss music halls, which can be reached via "Fastlane Access", as well as "Signature Drinks", DJs, bar service and more. On the promoter side, promoters AllBlues, Act Entertainment, Opus One, Live Nation, Good News as well as Gadget Abc Entertainment Group, which has also been brought on board as a competent strategic partner, will bring the big artist names to the Sunrise Starzone. On the festival side, Open Air St.Gallen, Greenfield Festival, Heitere Open Air, Summerdays Festival, Seaside Festival, Zurich Open Air and Zoa City, Stars in Town and Venoge Festival are all on board. Sunrise Starzone lounges will go into operation at the Hallenstadion, Zurich's Volkshaus, Basel's St. Jakobshalle and the Arena de Genève. Other partners and locations are to follow.

Music platform starzone.ch: Stars write themselves

Sunrise Starzone will remain present for music fans outside the events: At starzone.ch a competent editorial team prepares music news, interviews, reports, previews and exciting playlists. And at Sunrise Starzone, the stars themselves also take up the pen. For the launch, Baschi, Naomi Lareine and Dabu will publish their inside view of music as authors. Other musicians and insiders are to follow. "It is very important to us to strengthen music journalism in Switzerland," emphasizes Andreas Angehrn. "In recent years, this has been massively reduced in many editorial departments - especially when it comes to the socially and emotionally important topic of music.

New working group on predictive quality: Reducing testing efforts

Together with the Fraunhofer Institute for Production Technology IPT in Aachen, the Machine Tool Laboratory WZL at RWTH Aachen University has launched a new industry working group for "Predictive Quality". The aim is to significantly reduce joint inspection efforts on a pre-competitive basis and to realize higher productivity by eliminating physical inspection processes, as well as to continue to achieve higher quality through a [...]

Editorial - April 7, 2022

Together with the Fraunhofer Institute for Production Technology IPT in Aachen, the Machine Tool Laboratory WZL of RWTH Aachen University has launched a new industry working group for "Predictive Quality". The aim is to significantly reduce joint testing efforts on a pre-competitive basis and to realize higher productivity by eliminating physical testing processes, as well as to continue to achieve higher quality through a reduction in scrap, end-to-end quality monitoring and knowledge generation from the models, and increased sustainability through more resource-efficient production.

Predictive quality reduces testing efforts

Modern quality management has more and more data at its disposal faster and faster. At the same time, advanced algorithms enable ever more detailed images and models of production. These data and models form the basis for the field of predictive quality. Predictive quality describes the data-based prediction of quality characteristics. Using a learned relationship between process parameters and quality characteristics, time-consuming physical inspection processes, which are often only carried out in random samples, can be replaced by low-effort model-based 100% inspection. Predictive quality has already been successfully implemented in industry-related research projects in which testing efforts have been significantly reduced and productivity increased. increased. At the same time, more and more data-based quality management tools are being developed and used by manufacturing companies in digitization and Industry 4.0 projects, software companies are providing advanced infrastructures for data acquisition and storage, and start-ups are forming business models via the provision of corresponding algorithms for data evaluation.

Faster dissemination of research results

The two Aachen institutes support companies from the manufacturing sector (e.g. automotive, metal processing, chemicals, pharmaceuticals, medical technology) as well as software companies specializing in the extraction, storage and processing of data (e.g. CAQ, MES, sensor manufacturers, cloud providers) in the working group with their many years of experience. The industry working group is financed by an annual fee and serves the new members for the rapid dissemination and use of research results and networking and is based on three pillars. Two community meetings a year are designed to facilitate exchanges among working group members. Current findings and results from industry and research will also be presented at the meetings. On a topic-specific basis, one study per year is conducted within the working group to gain insights into the current state of the art in the companies, challenges and new approaches. The topics are chosen by a majority vote of the working group members. In one demonstrator project per year, new ideas and approaches are specifically tested by the Machine Tool Laboratory WZL and Fraunhofer IPT. For example, different algorithms for quality prediction or preprocessing can be implemented and compared. The demonstrators can either come from the halls of the Machine Tool Laboratory WZL and Fraunhofer IPT or be provided by a company. Joint project results are available to the partners without restriction. Source and further information: www.wzl.rwth-aachen.de

This article originally appeared on m-q.ch - https://www.m-q.ch/de/neuer-arbeitskreis-zu-predictive-quality-pruefaufwaende-reduzieren/

Study by Dentsu and Teads: In-read videos are more effective than social media

According to the study, viewability alone is no longer sufficient to measure user response to a page's content - there are several influencing factors, such as the size of the format or the position on the page, that can even have a negative impact on attention. Advertisers and agencies have been looking for a way to [...]

Editorial - April 7, 2022

According to the study, viewability alone is no longer sufficient to measure user response to a page's content - there are several influencing factors, such as the size of the format or the position on the page, which can even have a negative impact on attention. Advertisers and agencies have been looking for a way to measure the attention economy. dentsu and Teads have identified four key factors for this.

Viewing time as one of the most important factors for the Attention

This is the conclusion of the Attention Economy study, with both video and display ads benefiting quantitatively from high-quality viewing time. Teads' premium publishers ensure high user engagement with high-quality content, resulting in slow scroll speeds and an average viewing time of 12.2 seconds. Teads thus achieves twice as much attention as social media.

The voluntary decision of the user is decisive

Forced ads receive more attention than ads that are easily ignored. However, when a consumer voluntarily views an ad, it has a significant impact on brand awareness metrics, regardless of whether the ad was viewed for two seconds or 20 seconds. Formats that earn attention get better and faster results than non-skippable formats.

Creation of important factors for attention

While the importance of creativity for advertising effectiveness is already well documented, it was important to measure its impact in the context of the Attention Economy. The study results show that the difference between good and bad design increases ad recall by 17 percent, while tone affects recall by only six percent. The study also shows that ads optimized for the Teads platform achieved 49 percent higher attention than the original. The interactive ad formats designed for mobile devices also performed very well in achieving and maintaining attention, generating three times more attention than standard MPU ads.

Placement in relevant context increases attention

Building on previous research, the study shows that placing ads in a context that is relevant to the reader increases attention per 1,000 by 13 percent. In addition, ads that fit the environment are remembered 27 percent more often. Andrea Wieseke, Managing Director of Dentsu Switzerland, says: "AE is all about how we can quantify attention. Dentsu is pioneering a change in the way we look at campaigns, measuring media performance. For Switzerland, we have all the technological foundations in place to be able to implement the first campaigns. We will be testing the AE approach with 2 clients this quarter and are excited to see the results. It's important to drive this change to measure effective marketing and media impact in the future." As a media partner involved in the study, Caroline Hugonenc, VP Global Research & Insights, Teads, emphasizes, "This fantastic research from dentsu should open our eyes to the steps we need to take to achieve higher quality media and improved creative effectiveness. At Teads, we know that creating an Attention Economy framework will help advertisers, their agencies and media partners deliver better results and more engaging content to the consumers they want to reach."

Eye tracking with over 3000 users

Data was collected by a mobile panel using eye-tracking from over 3,000 users of Teads publisher sites in the UK and US. This was conducted alongside a controlled test of 801 users to measure the impact of attention on branding KPIs. This controlled environment allowed Teads to specifically evaluate the impact of creative and format optimization on attention.

Link to the study

Agency at the airport turns "Fredy Blust" into "Werft52" on Lake Constance

For more than 40 years, Fredy Blust's shipyard at Friedrichshafnerstrasse 52 in the port of Romanshorn on Lake Constance was the place to go for sales, service and maintenance of motor boats. The company, which has long since been managed by André Vrecer, once started out as a Swiss general importer of luxury steel boats from the Dutch brand Linssen Yachts, but in recent years [...]

Editorial - April 5, 2022

For over 40 years, Fredy Blust's shipyard at Friedrichshafnerstrasse 52 in the port of Romanshorn on Lake Constance was the place to go for sales, service and maintenance of motorboats. The company, which has long since been managed by André Vrecer, started out as a Swiss general importer of luxury steel boats from the Dutch brand Linssen Yachts. In recent years, it has added the stylish runaboats from the Italian brand Comitti and the Turkish high-end cruisers from Erman Yachting. So it was high time for a release and a corresponding repositioning of the shipyard, which offers an all-round service for boat owners with and without harbor space. Agentur am Flughafen from St. Gallen was given the comprehensive assignment to create a new brand that took the DNA of the long-established brand into the future. The 360-degree assignment included naming, claiming, wording up to corporate design and the creation of an independent Bodensee-Yachting imagery, explainer movies, the development of a new website, content marketing, social media communication as well as various sales-promoting communication measures and event communication.

Responsible at Shipyard52: André Vrecer (owner). Responsible at the agency at the airport: René Eugster (overall responsibility/creation), Max Eugster (project management/consulting), Dominique Rutishauser (creative direction), Ketil Eggum (art direction), Colin Kühnis (interactive media design), Flightcode GmbH (programming).

Swiss Infosec: New Head of IT Security Consulting

With the creation of an IT security consulting team at management level, Swiss Infosec AG is reorganizing its IT security division. With the establishment of the new competence center for IT security, the company is responding to current security needs, e.g. in connection with ransomware attacks, penetration tests or working in a home office, and continues to position itself as an established partner for comprehensive [...]

Editorial - April 5, 2022

With the creation of an IT security consulting team at management level, Swiss Infosec AG is reorganizing its IT security division. With the establishment of the new competence center for IT security, the company is responding to current security needs, e.g. in connection with ransomware attacks, penetration tests or working in a home office, and continues to position itself as an established partner for comprehensive services in the broad field of integral security. In this context, Niklaus Manser has taken over the function of Head of IT Security Consulting as of April 1, 2022. Manser previously headed the IT Security specialist team, an area that has long been one of the company's core competencies alongside information security and data protection. In addition to his new role, he will also become a member of the management team. He acquired his technical skills in various IT jobs and with a degree from the Lucerne University of Applied Sciences and Arts. At Swiss Infosec AG, as a certified ISO 27001 Lead Auditor, he has been supporting customers since 2017 as part of consulting projects, training or mandates as an external IT Security Officer. At the same time, he has helped to establish and expand the company's IT Security business unit, which he will now further strengthen in his new role. Swiss Infosec AG, headquartered in Sursee, is one of Switzerland's leading independent consulting and training companies in the areas of information security, data protection and IT security. The company was founded in 1989 and, together with its sister company Swiss GRC AG, employs over 65 people. In the area of integral security, the company has so far supported over 2,500 projects for small and large customers from all industries. More information

This article originally appeared on m-q.ch - https://www.m-q.ch/de/swiss-infosec-neuer-head-of-it-security-consulting/