Optimizing the strategic purchasing of online advertising

Objective

XXXLutz KG is aiming to optimize and reorganize its procurement processes in online marketing and online advertising.

Approach

• Based on the documents provided by the four shop managers, commonalities and differences in online advertising were determined and the interviews prepared on this basis.
• The relevant topic blocks were then discussed and evaluated in expert interviews with the shop managers and the online marketing leads.

Result

The project's results are key findings and recommendations for achieving the following goals:

• Efficiency gains in placing online advertising
• Optimization of the placed advertising on different platforms
• Improvement of the conversion rate
• Creation of more transparency in placing online advertising