Christoph Kleine
Data, Business Intelligence and Webtracking for your business.
Experience
Digital Sales Support
remind.me
Restructuring of the webtracking infrastructure to increase measurability of funnel and lead activities.
- Google Tag Manager & Google Analytics Server Side Migration
- Checkout and Lead Funnel Reporting
- SEO Audit
- GTM Process and infrastructure documentation
Expert Webtracking
Bicycle Retailer
- Implementation of a standard ecommerce webtracking setup post-relaunch.
- Establishment of basic funnel and item interaction tracking with a GA4+GTM stack.
- Extensions for drive-to-store processes
- Documentation and coaching.
FTTH Development Controlling
Confidential
Development of a self-service Power-Bi Report environments that monitors FTTH construction progress and forecasts future business performance in a timeframe of up to 5 years into the future.
- Report visualization for construction progress as well as contractor performance
- Forecasting of FTTH production in relation to business objectives and targets
- Construction pipeline modelling for production targets (business cases) for periods of up to 10 years into the future.
Shopify Webracking Agency
Multiple Clients
- Webtracking consulting and implementation services for small and medium sized companies within the Shopify ecommerce ecosystem.
- Tracking implementations (Google Analytics 4, Google Tag Manager, Matomo) for client- and server-side setups including ad network trackers.
- Server Side Migrations
- Tracking Audits
- Shopify specific developments (checkout extensibility, customer events, cookie switches, etc.)
Performance Manager FTTH Retention
Confidential
Development of a self service Power Bi report environment that allows for monitoring of customer base changes in relation to FTTH development initiatives.
- Enablement of effective retention measures within FTTH development areas
- Planning and forecasting of customer base development
- Ad hoc analytics / business cases
- Re-Design and facelift of existing reports as well Excel-To-Power-Bi-Migrations of report interfaces.
Expert Power Bi
Confidential
Customer Support and Service Controlling. Initial setup of a Power Bi report environment that enables management and team leads to evaluate sales and support performance in hardware & software market.
- Aggregate multiple distributed data sources (call logs, upsell records, utilization forecasts, supplier performance)
- Automate data supply chain and report delivery
- Built out conclusive reporting structure that allows for a transparent view of the status quo and allow for actionable interpretation.
Developer / Creator
beta-net.de
(Sideproject) 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. Components
- 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 seats!
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)
Process Analyst
Confidential
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
Analyst
Confidential
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
Online Sales Controlling
Confidential
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
Deliverables / Activities:
- 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)
Analyst
Confidential
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
Project Manager Online Marketing
Confidential
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 for insurance application lead forms
- Setup web controlling processes
- Coordinate offline creatives and partnerships
Business Analyst
Confidential
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
Blogger
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
Lecturer: E-Commerce Executive Education
Günther Rid Stiftung
Annual executive education track. 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)