Markus L.-Digital Strategy Consultant

party.de

Building and expanding the existing affiliate network

• Tracking setup (first-party, server-to-server, post-view) including tracking tests + review of ePrivacy & TDDDG requirements
• Support and assistance with partner acquisition
• Campaign planning and performance monitoring
• Setup of the sales reconciliation process

bakeryteam.de

Support with website relaunch / replacement of the shop software

• Relaunch support / tracking setup
• SEA account setup including Google Shopping campaigns
• SEO consulting / support
• Support with the introduction of AI-based content production
• Tracking and web analytics consulting

Start-up from Höhle der Löwen

Online Marketing Consulting

• Set-up of a “closed” network / affiliate marketing setup & tracking setup
• Implementation of tracking technologies with a compliance focus
• Ensuring GDPR, ePrivacy & TDDDG compliance for all implemented tracking technologies
• Online marketing / conversion optimization consulting

Building a “closed” affiliate network:

• Software setup and management
• Strategy development for partner acquisition “Who are my top 10 partners with whom I generate up to 80% of the potential revenue?”
• Building high-quality, sustainable B2B partnerships
• SEO / content marketing strategy developed with B2B partners on a performance basis
• Tracking setup and sustainable optimization (GDPR)
• Campaign setup and management / sales reconciliations and reporting

Strategy consulting & concept development, setup and management of online marketing channels (Display, Affiliate, CRO, SEA & GDN, SEO, Social Media, Customer Research, tracking and tag management and much more)

Online Strategy Consulting:

• Optimization of the online offering through the establishment of a CRO strategy
• Development of a sustainable online marketing strategy
• KPI and metrics workshop for goal tracking
• Setup and management of the technical infrastructure and online marketing channels (web analytics, tag management, affiliate, SEA, SEO, Display, e-mail and social media)

Conversion Optimization:

• Planning and setup of conversion optimization processes
• Agency pitch and management of the conversion agency (test design and monitoring)
• Establishment of dynamic landing pages for more targeted customer communication
• Regular conversion tests (development of landing pages, setup, testing and execution of A/B and split tests including advertising material optimization
• Setup and consulting on tool selection for CRO tests

Planning, Setup and Maintenance of the Tracking and IT Environment:

• Setup of the IT and tracking environment for multichannel online marketing (cookie routing, HTLP for PostView, cross-channel tracking), established with Econda and Google Analytics Premium.
• Development and implementation of a tracking concept for the online shop, customer portal and existing customer apps (iOS, Android, Windows) to recognize and separate new and existing customers, with a focus on cross-device tracking (de-tagging existing customers to optimize online marketing channel budgets in retargeting).
• Ensuring GDPR, ePrivacy & TDDDG compliance for all implemented tracking technologies.
• Development of privacy-compliant tracking strategies & whitelabel solutions for digital platforms.
• Technical & legal consulting for the integration of new tracking technologies, including Google Tag Manager, Google Analytics.
• Regular product and shop relaunches, including agency management, testing & performance monitoring.
• Error analysis & fraud checks to ensure customer quality.
• Consulting and support for internal stakeholders during the group merger (Telefónica / E-Plus).
• Regular error analyses & fraud checks to ensure customer quality
• Consulting and support for internal stakeholders during the group merger (Telefónica / E-Plus)

Display Marketing:

• Initiation of an agency change including an agency pitch for further expansion of the Display channel
• Consulting & support in setting up the tool environment
• Setup of Facebook Advertising / FBX and testing of Facebook Atlas for improved cross-device & multichannel tracking (exclusive beta test via Facebook API with Facebook AdServer in cooperation with the Display agency)
• Introduction of cross-channel de-tagging
• Setup of reporting for campaign and budget management
• Planning, management and optimization of the agency’s media plans
• Negotiation of "private deals" and campaign setup
• Regular advertising material optimization with agencies
• Regular optimization of targeting and retargeting criteria based on new insights from web / customer journey analyses
• Preparation and management of QBR meetings for goal and performance monitoring

Affiliate Marketing:

• Setup of affiliate marketing (closed network first) & development of a CPO-based Display network to optimize the overall CPO with large German TOP affiliates
• Agency pitch & agency management
• Setup and management of a public network
• Conversion optimization and content marketing with SEO affiliates
• Setup and programming of the sales reconciliation process / individual CPO-based compensation models

Search Engine Marketing (SEA and SEO):

• Setup of SEA accounts for Bing, Adwords & GDN
• Establishment of cross-channel tracking & bid management with refindAds
• Agency pitch, management of campaigns and the agency including budgets
• SEO concept, agency pitch, development and implementation of the on- and off-page strategy
• Development and implementation of a sustainable content marketing concept

Social Media Marketing:

• Development of the social media strategy
• Idea and implementation of the Smiley-creator project
• Management of the social media agency
• Tool selection and regular monitoring of KPIs and budgets
• Planning and management of content production for SM and SEO

Group Merger:

• Support for internal stakeholders during product and existing customer migration
• Restructuring of the IT and tag environment due to the domain migration
• Test design and implementation for the customer center & mobile apps

• CRO analysis, remote usability testing, eye tracking
• CRO concept for relaunch, landing page concept
• SEA account optimization

• Potential analysis of SEO / SEA / affiliate marketing / conversion optimization
• Concept development for the sustainable expansion of online marketing activities to increase leads and sales
• Advertising material concept development
• Development of a CRO concept / setup of internal CRO processes

• Conversion optimization, persona workshop to define target groups, Limbic Maps
• Redesign and relaunch of the portal based on the newly gained insights (double-digit percentage increase in revenue after the relaunch)
• Management of agencies for SEO, SEA, and CRO

• SEO consulting & concept development: Google News analysis with recommendations for optimizing templates to enable deeper crawling and better indexing, as well as stronger traffic performance in Google News listings
• Creation of a Google Images/Video SEO concept

• Relaunch & conception / setup of viral online marketing campaigns for different ARTDECO brands

• SEO, SEA, affiliate marketing

• Online marketing concept for an online pharmacy

SEA, Affiliate Marketing

• Setup affiliate programmes [link] /fr
• Programme management: Affili.net, Zanox, Post-Affiliate-Pro (partner acquisition, partner management, lead/sales quality control, tracking, reporting, marketing activities, commission model)
• Advertising material optimisation
• Process integration for automated lead/sales reconciliation
• Google Display Network (support with account setup)

Programming and relaunch of various client projects including marketing services (SEA, SEO, affiliate marketing, email marketing)

Programming and relaunch of various client projects including marketing services (SEA, SEO, affiliate marketing, email marketing)

Programming and relaunch of various client projects, including marketing services (SEA, SEO, affiliate marketing, email marketing)