About the person: Our first partner in the Datentreiber network is Lutz Klaus, a recognized expert in data-driven marketing. In this interview, he talks about his book of the same name and the critical role that people play in successful digital transformation.
Who are you and what do you do?
My name is Lutz Klaus. I help B2B companies stay successful in a digital, data-driven world. More specifically, I support clients in building essential data skills using proven methods that scale for any company size.
Before founding my own consultancy in 2016, I worked for startups, agencies, and technology vendors—most recently for 20 years in the IT and telecom sector. I’m originally from Hesse, spent many years in Berlin, and recently moved back home with my wife. Outside of work, I enjoy spending time with my family, staying active, and exploring self-sufficient living.
What’s your core expertise?
My focus is on B2B marketing, sales, and e-commerce. I support companies on their strategic journey toward becoming data-driven and assist with implementation if needed. My key areas include marketing automation, lead management, and the organizational transformation required to succeed.
Ultimately, my work centers around people. I’ve often seen valuable projects fail because technology was prioritized over goals and people. Change is more readily accepted when people are directly involved. In recent years, I’ve taken a deep dive into digitalization and published a book in 2018 titled Data-Driven Marketing and the Human Success Factor. In it, I outline seven principles to help organizations establish a sustainable data culture.
How do you define Marketing ROI and Data-Driven Marketing?
Marketing ROI refers to the financial return generated by specific activities in relation to the budget invested. We’re talking euros—not just clicks, likes, or followers. Like any other department, marketing is under pressure to demonstrate profitability. Being able to show clear business value helps secure staffing and budgets. This can apply to individual channels, campaigns, or marketing as a whole.
Data-driven marketing means actively using analytics to make better decisions and continuously sharing key insights to improve outcomes. The right skills and consistent execution are essential for both organizations and individuals to thrive in a digital world.
How can a company boost its success through data-driven marketing?
Let me reframe that: Without data-driven marketing, companies will struggle to survive. In just a few years, they’ll either be market leaders—or irrelevant.
Many businesses start by optimizing existing processes—for example, improving conversion rates through A/B testing or selecting better channels to reach their audience. Objective data complements gut feeling and experience. Data-driven marketing helps make better decisions, scale efficiently (e.g., through marketing automation), and manage the growing complexity of customer interactions.
Advanced organizations eventually benefit from predictive, prescriptive, and even fully automated approaches.
Employees can then shift their focus toward analysis and optimization instead of repetitive manual tasks. In the long run, companies may even discover entirely new business models—where data itself becomes a source of revenue.
CRM will evolve into CDM—Customer Data Management. Only those who can read data will truly understand their customers.
What are the key themes of your book Data-Driven Marketing and the Human Success Factor?
As the title suggests: it’s about people. Many initiatives don’t fail because of technology, but because employees are left behind. A few years ago, I led cloud and data center marketing at a network provider. We built the data centers for major digital players. In my book, I share insights from that time, along with personal experiences and dozens of conversations with digitalization experts and tech vendors.
The result is a seven-point framework that gives leaders and professionals practical guidance for staying successful in a data-driven future.
How do your core skills complement your work with Datentreiber?
Over the last 33 years, I’ve developed a map of field-tested methods. Datentreiber convinced me with its Data & AI Business Design method, which helps organizations systematically develop their data strategy. With this toolkit, I can guide clients and also empower them to think and act independently in a data-driven way.
Projects rarely go exactly as planned—that’s why experience and method matter so much. I also really value the collaboration with other Datentreiber partners and the peace of mind that comes from having a trusted expert network to rely on when needed.
What’s your tip for our readers?
Recognize the urgency—and take action. Building a data-driven company takes time. It’s not just about skills, but also about establishing the right technology and collecting high-quality data. If you want to build reliable predictive models, you’ll typically need at least three years of historical data.
What’s your favorite quote?
“Internal change requires external impulses.”
Thank you for the insightful and engaging conversation!
Want to take your marketing to the next level with data? Contact us for an introductory consultation.
You can also read our review of Data-Driven Marketing and the Human Success Factor here.
