Biographical Information

Lars Fiedler

Lars Fiedler is a vice president and solution general manager for Marketing Solutions at Periscope By McKinsey,  responsible for Marketing Solutions’ development and global deployment. Fiedler has 10 years of experience in marketing and marketing efficiency, advanced analytics, media mix modelling, and customer life cycle management. He has worked on a broad range of marketing efficiency/MROI projects across industries and geographies. Prior to joining the Marketing Solutions team, Fiedler was an associate principal in McKinsey’s EMEA Marketing and Sales Practice with a focus on CLM and advanced analytics.

Articles for Lars Fiedler

To Shine a Light on Marketing Campaigns, UMIA Alone Is Not the Answer—Yet

Unified marketing impact analysis is a promising but early-stage technology. But nothing will help you overcome a shaky data foundation.