Shedding Light on Marketing Mix Modeling: Lampenwelt's Data-Driven Strategies

Growing Ecommerce – The Retail Growth Podcast

Ever wondered what it takes to navigate the world of performance marketing amidst a global pandemic? Join us as we chat with Stefan Huß, Head of Performance Marketing at Lampenwelt, a mid-to-top market lighting brand and part of the Luqom Group. Learn how Stefan's fascinating career journey, which began with Aldi Süd and led him to the world of performance marketing, prepared him for the unique challenges and opportunities he encountered when he joined Lampenwelt just one month before COVID-19 struck.
In this episode, we uncover the ins and outs of online lighting retail and marketing, from Lampenwelt's diverse product range to their advertising strategies and efforts to branch out into the B2B space. Stefan shares how Lampenwelt quickly adapted to the Ecommerce boom, implementing significant changes to their ecosystem, ERP, and management team to ensure the future success of the business. Discover the critical role data plays in driving these decisions and shaping the company's future direction.
Lastly, Stefan provides valuable insights into data-driven marketing strategies, such as Marketing Mix Modeling and profit bidding for paid media. We discuss the importance of automation and artificial intelligence in determining the best investment opportunities and delve into the challenges of using Performance Max to optimize profits in the UK and France. Don't miss this enlightening conversation with Stefan Huß, where we cover everything from data-driven marketing to the future of performance marketing in Ecommerce.

Chapters

1. Shedding Light on Marketing Mix Modeling: Lampenwelt's Data-Driven Strategies (00:00:00)

2. Performance Marketing in Ecommerce (00:00:07)

3. Online Lighting Retail and Marketing (00:07:26)

4. E-Commerce Challenges and Changes (00:14:32)

5. Data-Driven Marketing Strategies (00:27:33)

6. Optimizing Profits in UK & France (00:39:31)

7. Challenges and Strategies for Using Pmax (00:45:27)