Together with our KPI unit, we completely redesigned the way we analyze and report on our marketing activities at Roland Berger. We now prepare regular reports on individual campaigns. In recap meetings, we check with our marketing divisions what went well and what didn't to identify further optimization measures. We have achieved that for the entire team, key figures and metrics such as conversion rate, bounce rates and impressions are no longer foreign words but concepts strongly integrated in our daily work. Decisions are no longer made on the basis of gut feeling but on clear facts and figures. This has taken us a big step forward in marketing.