How do you measure the success of marketing in a large company like the Lufthansa Group? And how do you ensure continuous development in a time when many rules are being rewritten and uncertainty arises quickly?
The Lufthansa Group has been tackling these challenges for years, demonstrating how performance measurement has been successfully implemented and further developed. In a company of this size, which coordinates diverse activities across numerous departments, it is crucial that methods and processes are not only reliable but also tap into potential for further growth.

In the first part of the presentation, you will learn which algorithms Lufthansa uses to analyze and optimize the performance of its marketing activities. These insights go beyond mere theory and show how the company has adapted to new market conditions, further developed attribution, tested and integrated new methods.

However, the best technology is useless without the right organizational implementation. Therefore, the second part will focus on the internal challenges that were overcome to align stakeholders and marketing teams on a common data basis and ensure consistent reporting. You will gain practical insights into change management, process design, and data management, which will help you successfully implement such transformations in your own organization.