Targeting does not improve through more measures — but through consistent customer recognition.
Many marketing teams invest in better campaigns, more precise models, and additional tools — yet still hit structural limits:
- Stagnating CVM results and high churn rates
- Acquisition waste due to missing suppression
- Distorted attribution and endless reporting debates
The real issue runs deeper:
When customer recognition is fragmented, every interaction is evaluated in isolation. Marketing reacts instead of learning — regardless of how sophisticated the individual measures may be.
This book combines strategic perspective with hands-on experience in building data-driven marketing structures.
Dirk Rohweder brings more than 30 years of international leadership experience in IT, telecommunications, and consumer goods — including roles as CIO at T-Mobile (UK and Germany) and the Paulaner Brewery Group.
For over a decade, he has focused on customer data as strategic infrastructure — at the intersection of identity, privacy, and marketing effectiveness.
As Co-Founder and COO of Teavaro, he has been shaping European identity infrastructures for future-ready marketing since 2016.
Chief Digital Officer
Jonas Rashedi is a renowned speaker, author, and podcaster specializing in data strategy and digital transformation.
As a Data Leader at Douglas, FUNKE Media, FALKE, and other organizations, he brings hands-on experience to his talks and podcasts. Jonas is known for making complex data concepts accessible and offering forward-looking perspectives on the future of analytics.
His books and his podcast “My Data is Better Than Yours” provide valuable insights and practical guidance for professionals and data enthusiasts alike. He is a sought-after speaker at international conferences.
Chief Digital Officer
Order the Book
“The Future of Online Targeting” is published by Springer and available through academic book retailers and Amazon.
