Paul BUCHHOLZ

My work is structured around four complementary pillars: 1- Marketing decision support (core of my work) Helping teams arbitrate budgets, channels and priorities by turning performance data into clear trade-offs: where to invest, what to optimize, and what to stop. 2- Data marketing & advanced analysis Structuring and analyzing marketing and customer data to produce indicators that are reliable, understandable, and decision-ready (performance audits, CAC/LTV, cohorts, segmentation). 3- E-commerce & customer journey optimization Analyzing acquisition, conversion and retention to identify real friction points and prioritize optimizations that drive both short-term sales and long-term value. 4- Training & knowledge transfer (academia & companies) Teaching Data & AI applied to Marketing at SKEMA Business School and supporting teams through training sessions focused on practical, decision-oriented use of data. My role: At the intersection of data, marketing, and business, I turn complex datasets into clear, actionable trade-offs that support better marketing decisions over time.

Teaching Data & AI applied to marketing across multiple MSc programs (Digital Marketing & AI, Digital Marketing and Business of Entertainment, Strategic Marketing & Business Development, Project Management for Business Development). Courses & expertise - Python for Marketing Analytics (EDA, KPIs, predictive models) - Machine Learning (classification, clustering, recommendation, pipelines) - Data visualization & decision dashboards - A/B testing & performance measurement - BI architectures, Big Data & data governance Approach Making data accessible, actionable and decision-oriented for both marketing and technical profiles.

Worked on complex, international environments (notably ITER Organization), bridging business, data and technical teams. Key contributions - Design & deployment of performance dashboards (operational & financial KPIs) - Portfolio analysis & decision indicators for budget and performance tracking - Structuring multi-country reporting systems - Coordination between technical teams, project management and stakeholders - Data-driven support to strategic and operational decisions

Contributed to international account management (Safran, Carrefour) in a software environment. Key contributions - Advanced reporting & KPI analysis across multiple countries - Performance analysis to support sales and account strategy - Coordination between sales, project and technical teams - Early structuring of business insights from operational data

Early career in industrial and engineering environments, developing strong foundations in: - analytical rigor & structured problem-solving - technical data structuring - precision and methodology This technical background still shapes my approach to data today: rigorous, structured and solution-oriented.