Seminar | Marketing Analytics and Data-Driven Business Strategies (WiSe 2022/23)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language


The course is given by Dr. Christian Böing (STRATO AG).


Contact person: Alina Herting

This course is part of the module ”Seminar Marketing I/II”.

Course grade: Written case study elaboration (30 p., group/individual) (50%) | Presentation and discussion of case study solution (30 min.), active participation (50%)
Please register at the examination office for the early examination period.

Credit points: 12 ECTS (BWL PO 2010)

Applications for the seminar are to be made via the general MCM application process for seminars.

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for the course page on Learnweb will be sent to the admitted participants via email.

Additional remark: Since the seminar will contain confidential information about STRATO, we ask all participants to sign a non-disclosure agreement (NDA).


CpV, CpO, channel ROI, SEO, LTV trackings – in a data-driven environment, today’s marketers are wading through a jungle of KPIs. In view of that, the seminar focuses on the possibilities and challenges of making data-informed business decisions. Participants will be able to get insights on how managers can implement and pursue business strategies by identifying and steering with suitable KPIs. The seminar will provide a comprehensive overview of various metrics and techniques, and will critically examine their application in the marketing and management discipline.

Dr. Christian Böing, CEO at STRATO AG, CVO (Chief Venture Officer) and CSMO (Chief Sales Marketing Officer) IONOS Cloud at 1&1 IONOS, will be visiting Muenster to give practical insights on contemporary marketing analytics. He will shed light on STRATO’s KPI-driven marketing strategy, and he will give insights on how to steer and lead a company’s P&L (profit and loss). 1&1 IONOS is the leading European provider of cloud infrastructure, cloud services and hosting services, and STRATO is the 2nd largest hosting company in Germany. STRATO/1&1 IONOS offer products that range from domains, email and homepage packages, online storage to servers.

Seminar topics include KPI-driven product management, analyzing the performance of communication channels, steering direct sales and CRM, assessing branding strategies, evaluating internationalization strategies, and implementing company transformation processes. In groups of three, the participants will work on actual business issues that STRATO and/or 1&1 IONOS are dealing with and are able to discuss their solutions with the CEO.


  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
  • Alina Marie Herting (accompanying)