Christoph Kleine
Haus Zier Website & SEO
Erfahrungen
Haus Zier Website & SEO
haus-zier.de
Build a website for a local pub located in Schwerte-Westhofen that displays the location, the products offered, the experience that awaits and news evolving around the business. Help the stagnating business to attract more attention in new user groups by optimizing search and local marketing performance.
- Setup and maintenance of domain and CMS for website haus-zier.de.
- Content development and recycling (past photo shoot) for main website sections: Location, Contact, Menu, Opening Hours.
- Implementation of basic web-tracking.
- Implementation of basic mail- and lead-infrastructure.
- Content development for news section as well Covid-19 related notifications.
- Expansion into new customer segments via SEO measures targeting cyclists passing by via the Ruhrtalradweg track.
Utilized the following technologies:
- WordPress
- Matomo Tagmanager
- Matomo
- Plesk.
Head of Online-Marketing
nexible GmbH
Create a digital sales infrastructure for an insuretech spin-off of an established insurance player. Recruit a team and consistently grow the business and brand reception in an otherwise conservative industry utilizing state of the art technology and customer centricity principles.
- Channel development and management: SEA, SEO, Display, Affiliate, E-Mail-Marketing, Paid Social, Native Advertising.
- Commission scheme development and optimization for third party broker and price-comparison platforms.
- Tracking stack implementation and development (GTM, Web-Tracking, Ad Networks, etc.) including consent management implementation.
- Development of sales measurement framework including forecasting and ad-hoc performance analytics.
- Support of hypothesis-driven frontend development: Webanalytics implementation & coaching, implementation of experimentation suite, etc.
- Ownership of sales-focused core processes.
- Budget control and allocation.
- Content Management System implementation and optimization (non-dev).
Utilized the following technologies:
- Google Tagmanager
- Google Analytics
- WordPress
- onetrust
- AB Tasty
- Tableau
- sistrix
- jira
- confluence
- asana
- Javascript (Basics)
- HTML (Basics)
internetzkidz.de Blog
internetzkidz.de
Personal blogging project featuring articles evolving around topics like Online Marketing, Web Tracking, Web Technology, Data and E-Commerce. Create a content platform that can be utilized as a public notepad, an organic traffic magnet or a personal reference while learning the ins and outs of web-development and hosting.
- 400+ articles and 290+ pages over the last 8 years.
- 80+ daily sessions purely based on organic search-engine traffic and referrals.
- Multiple #1 rankings for niche how-to content pieces.
- Major WordPress-based optimization achievements includes pagespeed, site migration, tracking optimization, consent management.
Utilized the following technologies:
- WordPress
- Google Tagmanager
- Google Analytics
- Google Optimize
- Matomo
- Mailchimp.
Business Case: Customer Operations Upsell Expansion
Confidential Client
Model a valid potential business model for the extension of the customer operations services into sales-driven revenue streams. Accumulate a status quo evaluation based on historic contact and utilization data and project future performance based on a measure-based project approach.
- Establishment of as-is baseline performance and KPI framework.
- Extrapolation of baseline-potential in relations to product, demand and organizational structure for t + 3 years into the future.
- Development of measure-based improvements forecast.
- Finalization of financial business modelling by including unit structure changes, commission scheme development and overhead costs.
Utilized the following technologies:
- Microsoft Excel.
Complexity reduction product data management
Confidential Client
Reduce the number of product-data-based development issues within the pre-production process of a sports car manufacturer. Map and evaluate the as-is-process and propose measures to improve the cross-unit process going forward.
- Inventory of the organization, processes and tools in product data management during the analysis (Interviews and data collection).
- Exposure of complexity sources and symptoms.
- Elaboration of solution concepts with more than 40 partial measures to reduce the complexity and vulnerability of product data management.
- Implementation planning and roadmap.
Expansion Strategy E-Commerce
Confidential Client
Support an internal retail expansion project by moderating workshops and supply data sources to steer internal discourse towards a new profitable product vertical. Help the company and department heads to identify and agree on the most promising product category to add to the successful but stagnating online business branch.
- Identify attractive e-commerce market segments within retail to setup one to three new online shops.
- Market analysis for 13 retail segments.
- Establish strategic fit based on current organization and processes.
- Business case for timeline market entry +3 years.
- Basic concept and requirements for marketing and IT ecosystem.
Hardware Sales Controlling and Forecasting
Confidential Client
Build a controlling foundation for digital hardware-related cell phone contract sales to ensure:
Robust actual performance evaluation
Accurate cost loading and attribution
Systematic procurement cycles based on forecasting logic
Data source merge routines (sales, costs, channels).
Hardware Sales controlling cockpit.
Procurement forecast input-output Excel-application (for hardware-sales owner).
Report automation routines (E-Mail, .xlsx).
Utilized the following technologies:
- Microsoft Excel
- VBA.
Hospitality Analytics
Confidential Client
Utilize digital cash-register data dumps (> 100k rows) from 6 small / medium-sized Berlin-based restaurants and cafes to produce business-critical insights for restaurant owners. Aggregate and visualize the data to allow for conclusions concerning customer behavior, business and product performance.
- Metric Concept Definition (average voucher value, table utilization revenue, opening hours distributions).
- Gastro-Dashboard Excel Applications.
- Restaurant owner brief on metrics insights and further utilization.
Utilized the following technologies:
- Microsoft Excel
- Power BI.
Online Marketing Setup: Multichannel Car Insurance
Confidential Client
Create the initial digital marketing setup for a formerly offline-based traditional insurance company. Implement tracking, reporting, performance marketing and digital branding measures for the initial sales-focused season of a newly developed digital-first car insurance product.
- Forecast sales performance for car insurance busy season.
- Tendering procedure & selection online creative agency.
- Tendering procedure & selection SEA and Display Marketing agency.
- Manage ad-creation and marketing activities.
- Manage IT-development process “Kfz-Schnellrechner”.
- Setup web controlling processes.
- Coordinate offline creatives and cooperations.
Utilized the following technologies:
- Microsoft Excel
- oneweb CMS
- Mindlab
- refined Ads.
Sales Controlling & Reporting: Customer Operations
Confidential Client
Turn a variety of different data sources (call logs, upsell records, utilization forecasts, supplier performance) into a conclusive reporting structure that allows for a transparent view of the status quo and allow for actionable interpretation.
- Unified and documented data source.
- Status Quo report structures including actuals, trends, visualizations.
- Automation routines for e-mail-, .pptx- and .xls-based report subscriptions.
- Self Service BI PoC (Power BI).
Utilized the following technologies:
- Microsoft Excel
- VBA
- Power BI.
Lecturer: E-Commerce Executive Education
Günther Rid Stiftung
Provide regional business owners and executives with the means and knowledge to setup or expand their digital business activities across pure play, multichannel or digitally supported offline retail journeys. Help close the gap between major international online retailers and established local retail businesses. (Limited to companies located in Bavaria; sponsored by Günther Rid Stiftung)
Study Tracks / Modules:
- Search Engine Advertising (SEO & SEA)
- ROM – Regional Online Marketing
- Social Media and Content Marketing
- Web-Tracking Basics
- Rid Coaching (1 to 1 business consulting track)
- E-Commerce Manager (Modules: SEA, ROM, Social Media)
Beta-Net DE Productivity Cloud
beta-net.de
Challenge: Build a remote office / collaboration platform using only self-hosted open source / free software components on a Webhosting LAMP stack. Find out what a basic digital office infrastructure would cost for teams of 10-50 employees / users and gain insights on why so many offline and traditional companies are having trouble implementing this kind of infrastructure.
- A web-based platform consisting of multiple digital self-hosted software components: File Storage + Sharing and Sync (Nextcloud), Webmail Client (Nextcloud or Rainloop), Calendar and Contacts Application (Nextcloud), Collaborative Project and Task Management Software (Kanboard), Knowledge Base + Document Collaboration (Bookstack App), Website / Webshop, Infrastructure (WordPress), Webanalytics Suite (Matomo).
- SaaS-like web frontend that invites people to try and replicate the idea (beta-net.de).
- Installation and Maintenance of all components on webhosting server.
- Branded theme development and customizations (HTML & CSS) for platform components.
- Proof of concept pricing structure: A platform like this could be sustained for as little as 3,99€ / 5,99€ per month regardless of number of accounts!
Utilized the following technologies:
- Nextcloud
- Kanboard
- Bookstack App
- Matomo Tagmanager
- Matomo
- WordPress
- Apache
- Nginx.
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