Chair of Digital Marketing

Guest lectures Douglas GmbH and Otto Group

On November 2 and 17, Christian Koldehoff and Dr. Mirja Kroschke attended the MSc course "Actionable Customer Analytics" taught by Prof. Schlereth

As part of the MSc course "Actionable Customer Analytics", we welcomed Christian Koldehoff, Global Head of CRM Analytics & Teamlead at Douglas, and Dr. Mirja Kroschke, Senior Project Manager for Data Strategy & Development at the Otto Group, who explained in their guest lectures how their companies deal with data in today's digital age.

Christian Koldehoff spoke about "Data to Insights to Action - Customer Intelligence in a Retail Business" and presented use cases in the data-driven omnichannel business to the participants. He also introduced the MSc students to this year's Douglas Challenge, which requires students to derive actionable recommendations from real transaction data during the course.

Dr. Mirja Kroschke gave a presentation on "Data-based solutions along the entire supply chain." She presented the approach recently developed by Otto to meet the challenges of a world without cookies and provided insights into the future implementation of retargeting campaigns.

On behalf of our team and all participating students, the Chair of Digital Marketing would like to thank Christian Koldehoff and Dr. Mirja Kroschke for enriching our course with these inspiring lectures.