International speakersPrestigious award show2 different locations9th edition

Case: How Wehkamp is measuring the incrementality of paid search

Mitch Komen & George Radix

12:10 - 12:40

There is a lot of talk around incrementality testing for Paid Search. Discussions about data-driven attribution, customer lifetime value, and cannibalisation are also hot topics. Wehkamp will present their view on measuring incrementality of paid search. Across both product categories and channels. They will also include a glimpse into their methodology, findings and next steps. Closing out with a few key takeaways you can implement yourself!

Mitch Komen

Lead Digital Marketing - wehkamp

Mitch is working as Lead Digital Marketing at Wehkamp, one of the biggest online retailers in the Netherlands. Started his career as PPC specialist at an online marketing agency with a strong focus on automation, data and feeds. After 5 years, Mitch swapped agency-side for client-side and started at Wehkamp as a PPC specialist. He’s now leading a team of 6 specialists with a focus on achieving profitable growth, increasing customer value and trading efficiency within the digital marketing channels. These channels and campaigns cover the entire range of products covered by Wehkamp falling in various categories like fashion, beauty, living, garden and electronics.

George Radix

Marketing analyst - wehkamp

George has been working as a marketing analyst at wehkamp for almost three years. In the early years of his career he worked as an allround digital marketeer, with a focus on PPC and SEO at a medium sized webshop. After which he worked at a market research firm while finishing his masters degree in Marketing Intelligence. Now he is responsible for everything concerning data for the digital channels.