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A look back at an inspiring event with Yvonne and Karla :)

Between AI, data protection and digital freedom – the Rabbit Hole Bar Camp at the Mainstation

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4 Min.

What happens when sales experts, data protection nerds, AI enthusiasts and marketing heads end up in the same room? That’s right: there is intense discussion, questioning and forward thinking – and that’s exactly what happened at the Rabbit Hole Bar Camp – Mainstation. Between inspiring talks, coffee, post-its and lots of nerd power, everything revolved around the digital future.

Here is the summary of our little trip through the Rabbit Hole:

1. distribution in the digital jungle – smarter, not louder

“Selling was yesterday, data-driven is today.” This or something similar was the mantra of many sales professionals at the event. The main focus was on how to be heard in a world full of stimuli and competition – and how to do so with brains:

  • Data-driven sales: those who know their customers sell better. AI helps to understand target groups precisely.
  • Social selling: LinkedIn is more than a digital CV – it’s the new marketplace for trust and proximity.
  • Personalization: Off-the-shelf is a thing of the past. Customized offers bring better conversions and happy customers.

Interactive session with Yvonne on Europe's digital independence and European tech alternatives

2. data sovereignty – Europe wants to know

Bye bye Silicon Valley?
Not quite yet, but the Rabbit Hole showed that there is a great desire for European solutions. When it came to data protection in particular, it became clear that trust is gained by those who are independent.

  • GDPR-compliant and proud of it: more focus on European cloud services is not a trend, but a necessity.
  • Decentralization rocks: Open source tools are on the rise – away from monopolies and towards more freedom.
  • Trust through transparency: data protection becomes a real brand factor.

Discussion about effective marketing strategies and the influence of branding on performance

3. cyber security – trust is good, zero trust is better

At a time when phishing emails are getting smarter and hackers are getting more creative, you need more than just a good password:

  • Zero Trust principle: Every identity is checked first – whether human or machine.
  • AI against attacks: Whether phishing or ransomware – smart systems detect threats before they happen.
  • Cloud security: Anyone using the cloud needs clear protective measures – ideally with a system.

Insight into the workshops and presentations on AI, data protection and digital strategies.

4 AI – between hype and responsibility

Artificial intelligence is here to stay. But how do we integrate them into our working lives in a meaningful way without losing our humanity?

  • Automation with brains: from chatbots to CRM – AI simplifies many processes, saves time and resources.
  • Don’t forget ethics: Regulation is not a brake pad, but the safety net in an AI-driven world.
  • Man & machine: The question is not whether, but how they work together.

Karla presents exciting insights into AI investments and their economic impact.

5 Branding vs. performance – why not both?

There is often trench warfare in marketing: brand or direct conversions? The answer: both – with the right balance.

  • Long-term trust vs. short-term sales: If you only focus on quick clicks, you will miss out on sustainable brand building.
  • AI in marketing: analyses that tell you exactly what works – without having to look into a crystal ball.
  • Cookie-less future: The marketing world must find new ways to reach users – GDPR-compliant and creative.

The discussions from the workshops were continued in a relaxed atmosphere over dinner.

6 Europe digitally independent – reality or wishful thinking?

A hotly debated topic: How much do we actually depend on the tech giants from the USA? Answer: Still too much – but something is happening.

  • European alternatives are booming: Nextcloud, Tutanota & Co. are competing with Google and Microsoft.
  • Search engines without tracking: Qwant, DuckDuckGo or Ecosia as data-safe alternatives.
  • Open source as a game changer: the community is growing – and with it the trust in independent technologies.

Our conclusion:

The Rabbit Hole Bar Camp was not just an event – it was a wake-up call. For more digital responsibility, more European independence and a well thought-out integration of new technologies. It became clear: AI and automation are huge opportunities, but only if data protection, ethics and security are on board.

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

DeepSeek - China's AI startup with potential

DeepSeek – AI challenger shakes up the market!

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2 Min.

The AI world has a new player that is causing quite a stir: DeepSeek! With its DeepSeek-R1 chatbot, the Chinese AI start-up has shown that it is possible to create impressive AI models with comparatively few resources. While competitors such as OpenAI or Meta pump billions into their models, DeepSeek-R1 is said to have been trained with just 2,000 GPUs and a budget of around 5.58 million dollars – a real bargain in comparison.

What can DeepSeek-R1 do?

DeepSeek-R1 is an all-round AI assistant like ChatGPT that answers questions, solves logical problems and even writes code. Sounds like a typical AI at first, but what makes it exciting is that China’s answer to ChatGPT could prove to be a real game changer.

And this was not without consequences: Shortly after publication on January 27, 2025, the share prices of many AI and hardware companies plummeted. Nvidia, Broadcom & Co. lost up to 18% in value, a total of almost 600 billion dollars – a real AI shock!

The reactions: Between enthusiasm and skepticism

While some celebrate DeepSeek for its efficiency, there are also critical voices. One major issue is censorship, as reports show that the chatbot filters out politically sensitive topics in real time. Unpleasant questions? They are simply ignored or dismissed with generic answers. ( Source: The Guardian)

Data protection experts are also sounding the alarm, as DeepSeek stores user data on servers in China – a no-go for some countries. In Australia, its use on government devices has already been banned, and restrictions are also being discussed in the USA.(Source: AP News)

Our conclusion? Still open!

The next few weeks will show whether DeepSeek is really a serious competitor for ChatGPT & Co. or whether it is more of a regional player with limitations. We ourselves are currently testing DeepSeek extensively so that we can share our experiences with you in another report soon. So stay tuned! 🚀

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

NAS server: Securely control and store data streams

Keep data streams under control with a NAS server

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2 Min.

Control over data flows is becoming increasingly important in private and professional areas. It is no longer just about storing data – it must remain reliably controllable and verifiable. External clouds, such as those offered for AI applications or by third-party providers, often present challenges. These clouds are difficult to control, harbor risks and, depending on the application, can also be problematic in terms of data protection law.

Internal clouds as a secure alternative

One practical solution is to set up an internal cloud. This makes it possible to securely regulate data flows – both for incoming and outgoing data. Even when using standard software such as Microsoft products, SAP or Odoo, you retain complete control over the data without having to rely on third-party infrastructure. A NAS server (Network Attached Storage) provides an ideal basis for setting up an internal cloud. With such a server, all relevant data can be stored locally, whether in a private environment or within a company. At the same time, it ensures that data outputs are controlled and limited to a defined level.

Network diagram of a NAS system

Cost-friendly solutions for every need

NAS servers are not only suitable for large companies, but also for smaller businesses or agencies with a limited budget. Solutions such as a Synology NAS are particularly impressive due to their ease of use and manageable outlay. An internal cloud can be set up quickly, allowing data to be processed and stored securely and efficiently. NAS systems are also characterized by their suitability for backups. Whether it is large amounts of data from business projects or private data collections – with a NAS server, these can be stored securely and reliably.

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Does copyright protect images generated via Midjourney? We want to get to the bottom of this question.

Midjourney: For whom AI is worthwhile + legal situation

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2 Min.

Generative AI has been the talk of the town since early 2023. With the development of ChatGPT, other applications have been established that open up new avenues in content creation. One of them is
Midjourney
.

In the following, we will go into more detail about Midjourney, for whom the application is suitable and what the current legal situation is with regard to copyright. We also present helpful tips for practical implementation.

Digression: What is Midjourney?

Midjourney is a text-to-image tool. Content creators give the AI a description (“prompt”) and the application develops an image in response. The tool was only developed in July 2022 and is currently still undergoing a test phase.

Who is Midjourney suitable for?

Midjourney is suitable for all content creators who want to emphasize their messages on social media with appealing images. Midjourney is also a handy tool for blog visualization.

Images created via AI are also a good alternative to expensive stock photos.
There are alternatives for this like Canva, but Midjourney images are more individual and abstract – which makes them more eye-catching.

Midjourney does not replace professional photo shoots, but the images are suitable as templates. Ideally, content creators combine the strengths of AI with the creative impulses of professionals.

Does copyright protect images generated via Midjourney?

No, images generated via Midjourney are not protected by copyright.
This only applies to the author’s own intellectual creations (Art. 2 II UrhG). In the case of Midjourney, however, images are created using AI algorithms. Therefore, there is no own performance that establishes the intellectual property.

Users have only limited control over the outcome. If several people enter the same command at Midjourney, different designs are created. Due to this circumstance, Midjourney images are not subject to copyright.

Conclusion

Midjourney offers a good alternative to stock photos. Within no time, the AI provides appealing photos that can be used for blogs or social media. However, it is not a substitute for photo shoots or professional designs.

Curious now?
Our contact persons will be pleased to help you:

Kathrin Hasseler
+49 (0)911 / 47 49 49 54
hasseler@twobe.de
LinkedIn

Katharina Zauner

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn


Sources:

Matomo vs. Google Analytics 4: Which is better?

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4 Min.

Online marketing without measurable data? Unimaginable! Whether insights into buying behavior, visitor numbers or dwell times – web analytics tools provide all the important information for process optimization in marketing. And as of July 2023, Google is setting a new standard with GA4, which offers contemporary solutions. Artificial intelligence is at the heart of the new version, but the focus is also on user experience.
Besides the “big player”, however, there is another solution in the field of web analytics: Matomo. Many have never heard of the application, but it offers a promising alternative. Below we compare the two applications and answer the question whether either Google Analytics or Matomo is the better web analytics tool. We also contrast the strengths of both tools.

A duel at eye level

Both Matomo and Google Analytics essentially fulfill the purpose of a web analysis tool: Evaluate user data. Matomo is more practical here because everything happens within the application. To evaluate media, for example videos, with GA4, on the other hand, the link to the Search Console is required. However, this is not an elaborate process.

Google Analytics is completely free, while the use of Matomo costs from 19 € / month. While there is a free plan, it severely limits usage. The good news: for the price, your company gets a lot. One of the most interesting features is the heatmap – it shows where users spend the most time on the website. And the Session Recording even reproduces users’ stay in video form.

Furthermore, Matomo promises more independence, because the application runs on its own servers and data is stored indefinitely. In addition, Matomo attaches great importance to privacy, data protection and security. The display in your own branding is also a nice feature.

With Google Analytics 4, the focus is primarily on sustainability, user experience, and the use of AI to analyze relevant data. The latter is particularly interesting because machine learning creates a better understanding of users’ buying behavior. In terms of AI analysis, Matomo does not yet offer an in-house solution.

Google Analytics 4: The problem with data protection

“What about data privacy?” – it’s probably one of the first questions you ask yourself before using a web analytics tool. And with Google Analytics 4, there is no satisfactory answer. Tracking is permitted via the user’s explicit consent, but this is not always granted.

The use of Matomo is theoretically possible even without consent, because the tool works with reach analysis through log file analysis, whereby stored data remains only with the provider. In addition, Matomo does not store IP addresses and offers tracking without cookies.

The Google universe is a power

Google is the undisputed number 1 in the world of search engines and the evaluation of user activities. And this position promises advantages. Google Analytics 4 can be easily linked with other Google applications. Among them the Search Console, Search Ads and the own cloud storage. Matomo offers regular linking with Google Ads.

Since Google does not want to push other search engines, integration with Bing and Yahoo, quite unlike Matomo, is not possible. A disadvantage? Hardly. Yahoo is currently pushing its return, but the search engine lost its importance years ago. And Bing has yet to prove itself competitive either – while the hype around ChatGPT enabled a stronger competitive position, Google’s market share remained at nearly 88% as of May 2023.

Matomo and Google Analytics 4 in comparison

Matomo Google Analytics 4
DSGVO compliant Yes No
Location Own server Own server or cloud
Price 19 € / month Use free of charge
Duration data storage unlimited 24 months
Machine Learning No Yes
Campaign & Website Tracking Yes Yes
Media tracking (e.g. video) Yes Only when linked to Search Console
E-commerce tracking Yes Yes
Bing & Yahoo Integration Yes No
A/B Testing Yes Yes
Heatmaps Yes No
Integration Google Marketing Platform No Yes
Support Yes Yes

 

Conclusion

Google Analytics 4 and Matomo are among the best web analytics tools and offer companies sustainable solutions for process optimization in marketing. Matomo is much more compact and also offers solutions for keyword research or video tracking. For these functions, you have to use Google’s (free) Keyword Planner or link Google Analytics with Search Console. Matomo is also ahead in terms of data protection and storage.

However, Google Analytics offers a cost advantage and GA4 takes into account metrics relevant to marketing such as user experience and sustainability. GA4 is also pushing the use of AI to deliver efficient solutions. So there are advantages on both sides.

Are you looking for a contact person who is very familiar with web analytics tools? Someone who provides clear direction and collects data that sustainably exploits optimization potential?

Then contact us!
Our contact persons will be pleased to help you:

Kathrin Hasseler
+49 (0)911 / 47 49 49 54
hasseler@twobe.de
LinkedIn

Katharina Zauner

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn


Sources:
Matomo Analytics vs Google Analytics
Matomo vs. Google Analytics 4 – webbrand GmbH