S. 2. Episode 12: Shedding Light on Marketing Mix Modeling: Lampenwelt's Data-Driven Strategies

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.
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.


0:07 Performance Marketing in Ecommerce
7:26 Online Lighting Retail and Marketing
14:32 E-Commerce Challenges and Changes
27:33 Data-Driven Marketing Strategies
39:31 Optimizing Profits in UK & France & Marketing Mix Modelling
45:27 Challenges and Strategies for Using Pmax