Caroline Meder
Associate Partner in McKinsey's Munich office focusing on marketing effectiveness and technology-driven marketing, discussing GenAI use cases, personalization, and measurement approaches.
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Jan 29, 2026 • 13min
Marketing in Europa: Mehr Budget, höhere Erwartungen
Caroline Meder, Associate Partner in Munich specializing in marketing effectiveness and tech-driven personalization. Thomas Bauer, Partner focused on marketing strategy and digital transformation. They discuss rising European marketing budgets and ROI pressure. They contrast GenAI frontrunners with laggards. They explore scalable GenAI use cases like personalization, content production, and measurement approaches.
