This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

Search engine marketing (SEM) is taking up an increasingly large share of many companies’ online marketing budgets. The growing cost of SEM are also driving a greater need for optimization, especially with respect to the search engine advertising (SEA) budget. In our project we cooperated with a medium-sized German company in the pharmaceutical and cosmetics industry.

Our main project focus was to quantify the so-called search engine cannibalization effect for the main brand of our project partner and based on that deliver…


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

The Covid-19 pandemic has significantly impacted people’s life across the globe and produced a unique set of challenges for both individuals and society as a whole. Navigating these challenges led to the implementation of a wide range of protective measures to preserve public health in the wake of the Covid-19 pandemic. As a result, socio-psychological interactions between individuals and individuals with society experienced a lasting change and had to adapt to the new challenges and restrictions. Our project aims to gain further…


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

Our project was a cooperation between TechLabs, a German cosmetic and medicine company and the Marketing Center Münster. Out task was to look deeper into the website of one sub-brand of the company. We analyzed the clickstream behaviour of the website visitors with the help of Descriptive analysis, Markov Chain, Clustering and Machine Learning in order to find optimization potential to help reduce the bounce rate and increase user engagement.

User experience describes all aspects of a user’s impressions and experience when…


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

Our project aimed to analyze the user experience and customer journey of a beauty and care brand website. We used a Markov chain analysis to identify the most common entries, exits, and webpage transitions. Furthermore, we relied on descriptive statistics to understand which website content performs best and which webpages still have room for improvement. Additionally, we performed a cluster analysis to determine segments of website visitors. As for our last step, we worked out managerial implications and recommendations for website optimization.


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

As climate change causes drier and hotter summers the responsible usage of water becomes more and more important. By drawing on our Data Science skills with Python, we decided to tackle this problem by improving water conservation in private homes. Our project helps to make accurate forecasts regarding the water demand of garden plants by using data analytics methods. We programmed queries, using data from global meteorological datasets and satellite imagery on ground water. …


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

To suggest the most suitable active ingredient composition for a skin cream, we developed, at the request of the start-up Herbsom, an algorithm that enables skin analysis based on facial photos. After a potential customer has uploaded a photo of the face, the skin type is categorised. This categorisation then allows a conclusion on which ingredients should be added to the base cream for addressing the individual skin characteristics and problems.

Our project idea comes from the Münster-based start-up Herbsom, which launches…


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (winter term 2020/21).

With our project, we aim to achieve more transparency in the housing market. With the help of our tool, prospective tenants can get a first impression of what a reasonable base rent for a particular flat looks like. For this purpose, we trained a linear regression model with housing data from the German real estate platform ImmobilienScout24 to predict the cold rent of existing apartments based on many more features than just the living space. …


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (winter term 2020/21).

Anyone who travels frequently with Deutsche Bahn (DB) is probably familiar with this scenario: You access DB’s ticket booking platform, enter all the desired filter parameters and choose the route that best fits your requirements. So far so good.

However, when you look up the ticket price for your desired connection a day or even just an hour later, you are given a different price. …


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (winter term 2020/21).

With the increasing use of social media in the past decade it comes to no surprise that the overwhelming flood of information on Twitter (over 6000 tweets every second) contains valuable information about emergencies and natural disasters. The timely analysis and retrieval of this information can be integral for managing real-time crisis response activities and can be of great value for NGOs, emergency response services and news agencies. Unfortunately, a keyword-based analysis is not feasible as important keywords are often used out…


This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (winter term 2020/21).

The goal of our TechLabs Journey was to gain insight into the quality of life in German cities by creating indicators and comparing them. We analyzed data from eleven different cities over a time span from 2008 to 2018, looking for potential relationships between variables and possible indicators.

We used data from the “Bertelsmann Stiftung” (Bertelsmann Foundation), which provided us with many different variables to measure the quality of life in the different municipalities over the time period from 2008 to 2018…

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