At Civey, Steffen Braun literally has his finger on the pulse of communication and marketing. The political scientist spent several years at the Federal Ministry of Economics and gained agency experience at Edelman, where he was responsible for the Trust Barometer. Today, he is Executive Vice President Consulting and a member of the Management Board at Civey. His perspective: Advertising impact is no longer a matter of faith, but can be visualized in real time across channels and funnel stages.
“One advantage of our time and of marketing as it is practiced today is that there are many ways to measure and optimize the impact of marketing.”
In conversation with Verena Gründel, Steffen explains how Civey compares campaigns in exposed and non-exposed groups to find out what really resonates with the target audience—from initial contact to purchase decision. Instead of isolated channel KPIs such as clicks or views, the focus is on the overall impact: Which message contributes to awareness, which increases consideration, and which actually leads people to make a purchase?
Why this episode is worth listening to
Steffen Braun explains how modern market research helps marketing teams plan campaigns more intelligently, defend budgets, and deliver not just good stories but reliable figures to the board.
Our questions for Steffen Braun:
- How does Civey define advertising impact today beyond traditional channel KPIs?
- How do brands find the right set of KPIs between branding and performance?
- When does impact measurement become economically viable, and how can it be promoted internally?
- What opportunities and limitations does he see in AI and synthetic users?
- What changes should CMOs make now to ensure that marketing is perceived as a genuine value driver?
Put on your headphones and listen in. It’s worth it!
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