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Department of Business and Economics

Guest lecture on data-driven decision-making

Logo Jakob Gerzen Consulting © Jakob Gerzen Consulting

On Monday, Jakob Gerzen, Managing Director of JG Consulting, gave an exciting guest lecture focusing on data-based marketing optimizations in e-commerce. Students of the course "Marketing Research" gained insights into various key figures relevant to decision-making in online marketing and, with the help of illustrative examples, saw how the effects of different marketing instruments on these key figures can be tested in companies.