Marketing Data Lake for Predictive Analytics

Customer: ImmoScout24

Tasks:

Automate marketing data to enhance decision-making and improve campaign performance. This automation reduces manual data manipulation while increasing campaign effectiveness. It enables Marketing Mix Modeling and Customer Data Platform integration.

Highlight:

• Case Study presentation at Machine Learning Conference Berlin

My responsibility:

• Designed data architecture
• Supervised and guided team of data engineers and analysts
• Hands-on analytical work such as data analysis and dashboard creation
• Involved in vendor selection process
• Stakeholder management between PPC and MarTech team

Data Strategy on Data Monetization

Tasks:

An upcoming SaaS scaleup had proven product-market fit and was exploring data monetization strategies as the number of customer data points was increasing drastically.

Highlight:

• Customer implemented two strategies from this engagement, adding further revenue streams through data.

My responsibility:

• Conducted a 4-day workshop to align leadership and workforce and identify potential use cases
• Advised the client's data team during implementation throughout the testing phase

AI Social Media Post Generator

Tasks:

A Swedish motorhome marketplace platform gained significant traffic through standardized social media posts generated from technical vehicle specifications.

Highlight:

• Reduced manual labor from 150 hours per year to zero.

My responsibility:

• Built a proof of concept (POC) using a Python crawler that ingested data into a pretrained OpenAI API endpoint.

In-Store Survey Analysis

Tasks:

A famous consumer brand wanted to evaluate their in-store holiday campaign by assessing their branding, promotional materials, packaging, and user experience.

Highlight:

• Customers from over 20 supermarkets in the UK were surveyed about their buying experience.

My responsibility:

• Survey design and data analysis
• Presentation of insights and recommendations about marketing mix

Personalization through Data Integration

Tasks:

A crypto startup focused on activation and retention was facing siloed data, making it unable to offer personalized communication with its clients.

Highlight:

• Complete integration of the marketing stack enabled customer segmentation and targeted messaging throughout the customer journey.

My responsibility:

• Defined main KPIs and built dashboards
• Designed architecture that enabled data integration for marketing use cases
• Led vendor selection and provided support during integration

Marketing Attribution and Marketing Mix Modeling

Tasks:

Customer journeys have become harder to track, and companies can no longer rely on a single source of truth. Different marketing strategies are needed to understand customer journeys and effectively allocate marketing spend.

Highlight:

• Successfully implemented both in-house built solutions and vendor solutions

My responsibility:

• Built an attribution engine as a Data Scientist using Shapley values
• Assisted with two Marketing Mix Modeling projects, providing both strategic guidance and implementation support
• Interviewed vendors and guided client's buying decisions