On January 30th Alexander Hoffmann, Industry Manager and Data Strategy Lead at Google, visited us and gave an insightful guest lecture entitled “How to leverage customer data for marketing - some real-life examples” in our MSc course “Actionable Customer Analytics”.
He explained how Google employs machine learning to help businesses identify valuable leads among prospective customers and target them with segment-specific relevant messages along the entire marketing funnel. Further, he shared some personal experiences on his role as a connector between business, data, and technology at Google, as well as the daily challenges of convincing customers to embrace change and overcome the static rules of marketing.
On behalf of our team and all participating students, the Chair of Digital Marketing would like to thank Alexander Hoffmann for enriching our course with such an interesting guest lecture and for sharing his personal experiences at Google.