Dirk Buttke
Lead Analyst Media Efficiency Germany @Henkel
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WORK HISTORY
Lead Analyst Media Efficiency Germany @Henkel
Dusseldorf, DE
Planning, executing and deriving insights from marketing experiments to drive ROAS for key campaigns with a focus (but not exclusively) on digital media campaigns• Advising on the methodological feasibility of project outlines and setups, e.g, in terms of designing a multiple-test-cell approach, and ensuring the statistical feasibility of testing approaches (e.g, ROAS predictions, etc.)• Measuring sales impact in geo-based experiments, and ensuring statistically sound results • Translating results into actionable recommendations and presenting to internal stakeholders• Working with in-house advanced analytics methods and developing them further• Coordinating and executing media mix models and conducting in-house simulations and optimizations on channel and brand mix
EDUCATION
University of Cologne
Doctor of Philosophy - PhD, Marketing Science and Analytics
University of Bremen
Master of Science (M. Sc.), Business Administration
FernUniversität in Hagen
Bachelor of Science, Mathematical-Technical Software Development
Marmara University
Master of Science (M. Sc.), Business Administration
University of Bremen
Bachelor of Science (B. Sc.), Business Administration
ABOUT DIRK BUTTKE
I am Lead Analyst Media Efficiency Germany at Henkel Germany and PhD Student at the Chair in Marketing Science and Analytics at the University of Cologne. I\'m enthusiastic about econometric market response modeling using time series and panel data and related data driven work. My research focuses on advertising effectiveness, especially on the effectiveness of individual media vehicles. Therefore I use both frequentist and Bayesian methods. My motivation is to uncover structures in complex data sets, to identify relationships between these data and make use of the results to answer relevant marketing questions. Stay connected if you\'re up for an interesting discussion on these topics!
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