JPM Kübler

Students from the Data Science class present their analyses at Dr. Wolff Group in Bielefeld

On August 20th, 2021, the participants of MCM’s Data Science class taught by Prof. Dr. Raoul Kübler were invited to spend a day at the Dr. Wolff Group Headquarter in Bielefeld. Here, the groups presented their analyses and solutions, which they came up with during their Data Science course, to the staff of Dr. Wolff.

The class has been conducted in close cooperation with the company and 17 students were invited to present their ideas and managerial implications to leading employees at Dr. Wolff.

After making sure that everyone was tested COVID-19-negative, the day started with a nice breakfast in the sun. A short welcome reception by the company’s CFO Dr. Christian Mestwerdt was then followed by the groups’ presentations and discussions.

The students’ task was to come up with solutions regarding different marketing problems after having analyzed specific data sets, which were given to them or had to be collected in advance.

The results included a competitor eCommerce analysis of the brand Alcina, the analysis of Dr. Wolff’s Social Media accounts in order to use User Generated Content as a brand insight tool and a SEO and SEA analysis of the brand Alpecin.

After a light lunch, the students gave insights about the User Experience and Customer Journey on the Alpecin website, as well as managerial implications and improvement suggestions for the Vagisan website.

The students developed various and important insights for Dr. Wolff Group. On the one hand, students coded and programmed tools to measure customer satisfaction and brand equity with the help of user generated content, which allow Dr. Wolff to benchmark marketing performance with competing brands in the market. Furthermore, various projects delivered suggestions for optimization potentials with regard to SEA spending and website and customer journey optimization possibilities. The Dr. Wolff employees present were pleased to receive valuable input and engaged in lively discussions. Overall CFO Dr. Mestwerdt was not only very satisfied with the insights, but also pointed out the high competence and dedication of the MCM students: “We are impressed to see how well this incoming generation of marketing experts masters complex data problems and is able to address marketing challenges with adequate and often non-trivial machine learning and AI-based tools. We will certainly use some of the insights from today’s presentations to further and advance our own online activities.”

Following the presentations, the participants had a coffee break and were invited to get to know more about the family company during a factory tour. During the tour, they learned interesting facts about the company’s history and could take a look behind the scenes, while walking through the logistics halls, confectioning department and offices.

The perfect end to a great day was a delicious barbecue on the rooftop terrace with a view over Bielefeld. The students took the chance to network and shared their thoughts during interesting conversations with marketing employees.

Once again, the MCM thanks Dr. Wolff Group for this most excellently organized day and the great cooperation.

The high enthusiasm on both sides already lead to an agreement for a subsequent cooperation. Dr. Wolff as well as Professor Kübler are delighted to announce that they will offer another Data Science class in the summer semester of 2022.

Feel free to check out our Instagram channel “marketingcentermuenster” for more impressions of the day.