Chair of Digital Marketing

Guest lecture and pitch on the XING Premium challenges by Michael Horn

On January 10, 2019, Michael Horn, Teamlead Business Analytics, presented his company XING as part of the Master course "Marketing Engineering" and gave students deep insights into how data analytics is used in the business world and why it is so important today. In the second part of his presentation, Mr. Horn introduced the students to a real business problem: The control of postal mail campaigns. For this purpose, Mr. Horn presented an associated real data set with 5 experiments and over 80,000 observations, which has to be solved using the methods taught in the course. 

We are very happy to give the students the unique opportunity to work with real company data and to provide them with concrete insight into how data analysis is used by modern technology companies for their advertising. Many thanks to XING and Michael Horn for this excellent cooperation.