On June 18th, in WHU's Global Online MBA class, we welcomed Jan Hildebrand, co-founder of Know.haus Marketing GmbH, who gave an engaging session on Digital Marketing Steering.
In a hands-on breakout session, participants were challenged to determine customer acquisition costs and customer lifetime value of a digital marketing strategy. This led them to the insight that it is very easy to oversee which channels a company overspends on if the proper data is not available. At the end our students had the opportunity to question Jan about his career and how he ended up where he is today.
Thank you very much, Jan, for the amazing session!