Karin Immenroth is the Managing Partner/Head of Analytics&Insight of MEC GmbH based in Dusseldorf. After her studies of media science, linguistics, literature and romance philology at the Ludwigs-Maximilians-Universität in Munich she was employed as a research manager at a major media agency before she started working with a big german online media house. Since 2011 she is working with one of the biggest media agencies in Germany. Classical research, social buzz monitoring, online media, mobile media, advertising effectiveness and big data are fields of research she and her team are very actively working on.