14.12.2022

Data science in online marketing

Data-driven decisions in eCommerce Modern online marketing faces the daily challenge of optimizing the use of advertising media. The word “optimal” means achieving the greatest advertising impact with the lowest budget expenditure recognizing the wishes and “wish changes” of customers in good time so that adjustments can be made quickly understanding the customer's decision-making process (keyword: customer journey)

Math-up GmbH*

Initial situation

I actually came to the client to automate reporting. In the first two weeks, however, I realized that the decision-support tools available through the application of “data science” could make a very important contribution to the optimal use of advertising and marketing budgets on the one hand and to better understanding customers' purchasing decisions - triggered by advertising media - on the other. The originally planned project of 3 months turned into a 6-year assignment. During these 6 years, the client's online marketing team grew from 24 to over 100 people.

Goals

The original goal was to automate reporting. However, with the support of a very innovative and open department manager, the following goals were quickly defined and of course achieved.

Budget control of the advertising media and advertising channels used
the creation of a distribution model for the client's advertising partners
A fully automated analysis environment with regard to the “customer journey”

The result

After 6 years, the 24-strong online marketing team has grown into a team of more than 100. Sales figures and the speed of customers' purchasing decisions increased significantly. The online marketing department itself was given an efficient data science team.