Analyx is applying data science to marketing operations and creates value for its clients with Strategic Predictive Customer Insights. Since 2006, leading companies (including 10 of the DAX 30) have used Analyx solutions to optimize their data-driven decisions regarding product-marketing and marketing-spend-effectiveness.The key driver of our growth is our SpendWorx solution. It allows clients to significantly increase the effectiveness of their marketing and sales expenditures across all… Show more Analyx is applying data science to marketing operations and creates value for its clients with Strategic Predictive Customer Insights. Since 2006, leading companies (including 10 of the DAX 30) have used Analyx solutions to optimize their data-driven decisions regarding product-marketing and marketing-spend-effectiveness.The key driver of our growth is our SpendWorx solution. It allows clients to significantly increase the effectiveness of their marketing and sales expenditures across all channels (on- and offline). We offer our clients ad-hoc services and customized web-based solutions (which they can run in-house or hosted by us). Show less

Verisure is a provider of monitored home security, the route to market is direct to consumer selling. The category suffers low penetration and hence the challenge is to generate awareness, inform about the risks of burglary to generate interest, leads and to increase conversion. Responsible for all market research initiatives globally, 3.5 Mio € budget, 1 Direct Report, TNS Agency support team.Created consumer insights function and introduced methodology best practices to move the… Show more Verisure is a provider of monitored home security, the route to market is direct to consumer selling. The category suffers low penetration and hence the challenge is to generate awareness, inform about the risks of burglary to generate interest, leads and to increase conversion. Responsible for all market research initiatives globally, 3.5 Mio € budget, 1 Direct Report, TNS Agency support team.Created consumer insights function and introduced methodology best practices to move the company culture from engineer and product focus to consumer insights fact based decision makingIntegrated a TNS agency dedicated support team in 5 countriesDevelopment and implementation of globally consistent brand strategy, positioning, brand assets and corporate identityLaunch of standardized brand tracking in 12 key spending countries to measure brand strategy implementation and competitor observationBrand tracking also used for opportunity sizing, targeting to drive growth decisionsDevelopment of globally consistent advertising platform and idea based on consumers barriers and triggers study, in close collaboration with advertising agencyIncreased advertising effectiveness by 15% through continuous copy pre-testing8-12% increased media ROI thanks to Direct Attribution Model used for tactical media planningIntroduced standardized Net Promoter Score (NPS) Tracking accompanied by consistent program to develop concrete action plans to improve Customer Experience in all customer touching processes, which led to continuous NPS improvements in all countriesCoordination of several engineering teams developing next generation alarm system with the objective to create highly improved user experience at lower production cost to generate higher upfront and monthly feesWorked closely with dedicated Google team to bring Google Analytics into the country teams and to launch dashboard reporting system Show less

Responsible for introducing Econometric Modelling (Media ROI) as consistent discipline into EU organisation, Trends analysis und Tracking contracts (GfK, Nielsen, IPSOS) across all categories, Coffee, Chocolate, Biscuits, Gum& Candy, Cheese, 4 Direct Reports.Established new function in European organizationIntroduced continuous econometric modeling network, measuring ROI of instore activities, price strategies, media investments, 600 Mio $ Media und 5 bn $ Instore-Investments, 5-10%… Show more Responsible for introducing Econometric Modelling (Media ROI) as consistent discipline into EU organisation, Trends analysis und Tracking contracts (GfK, Nielsen, IPSOS) across all categories, Coffee, Chocolate, Biscuits, Gum& Candy, Cheese, 4 Direct Reports.Established new function in European organizationIntroduced continuous econometric modeling network, measuring ROI of instore activities, price strategies, media investments, 600 Mio $ Media und 5 bn $ Instore-Investments, 5-10% ROINegotiated new tracking contracts in trade-, consumer- and brand-tracking areas, generating 2 Mio$ like-for-like and a total 5 Mio$ cost saving over 4 years Show less

Responsible for Coffee consumer insights Europe, 15 Mio $ budget, 7 Direct Reports, total team of 23 in 9 countries.Development and establishment of EU Consumer Insights team in the newly created EU organization. Developing the the team from country focus to EU visionContinuous improvement of collaboration with newly created EU marketing, R&D, Finance departmentsHarmonising research companies, contracts and data definitions in tracking areaDevelopment and implementation of IT… Show more Responsible for Coffee consumer insights Europe, 15 Mio $ budget, 7 Direct Reports, total team of 23 in 9 countries.Development and establishment of EU Consumer Insights team in the newly created EU organization. Developing the the team from country focus to EU visionContinuous improvement of collaboration with newly created EU marketing, R&D, Finance departmentsHarmonising research companies, contracts and data definitions in tracking areaDevelopment and implementation of IT based information system, making tracking information available in all countries15Mio$ incremental revenue at 15% reduced investment through modelling based media-, promotion- and pricing adjustmentsLaunch of Tassimo capsule systems at higher margins and less dependencies on green coffee pricingJacobs and Gevalia relaunch, new positioning, media campaign, packaging and improved product qualitySegmentation study based consumer behaviour across all beverages to increase market frame for better innovation Show less

Responsible for all research activities for Kraft Foods Chocolate and Food products in Germany. Responsible for Mix Modeling studies, Germany. 4 Direct Reports, 7 individuals.