Alumna Back on Campus!

Practical Insights into Data-Driven Marketing and Marketing Analytics at the Lidl Foundation

Special moments always happen when former students return to their university and share their professional experiences with the next generation! 

We had the pleasure of experiencing exactly this special moment during the summer semester in our Media Management and Digital Media program, in a lecture hall packed to capacity: Our Media Management alumna Lale Karadas and her colleague Maxi Hofmann captivated our students with a highly engaging guest lecture on the relevance of data and how to make the best possible use of it for marketing.

The focus was on data-driven marketing and marketing analytics, as well as the day-to-day work of a marketing analytics consultant at the Lidl Foundation. Using concrete real-world examples, they showed us exactly where data is generated and how it can be used in a way that’s tailored to the target audience, compliant with data protection regulations, and provides added value for the customer. It is essential to break down data silos and link the data in a meaningful way in order to accurately map the customer journey and the needs of each individual customer. We learned how data-driven decisions are made in marketing, which methods and tools are used in the process, and which skills are particularly in demand in this professional field today.

For our students, the guest lecture offered the opportunity to directly link theoretical content from their studies with concrete, real-world examples from corporate practice. At the same time, they gained valuable insights into current challenges and developments in digital marketing, as well as into potential career fields and opportunities after graduation.

Moreover, it was above all the direct and open exchange that made the visit so valuable. The students took the opportunity to ask questions, learn about entering the workforce, career paths, and day-to-day work, and find out firsthand which skills and experiences are particularly valued in practice.

It is precisely these encounters that are an important part of our strong practical focus at the Business School and within the degree program. Regular interaction with companies—and especially with our alumni—forges valuable connections between the university and the professional world, enabling our students to establish contacts early on and gain valuable insights into fields of work and career paths.

A heartfelt thank you to Lale and Maxi for their visit, their time, and the inspiring insights into the world of data-driven marketing. It was wonderful to see how their experience and knowledge were passed on with such enthusiasm to the next generation of aspiring media managers.