Vita

Before starting at Yagora in 2013, Steffen Schöne worked at JEKO Marktforschung GmbH, gaining experience in management positions in the area of field research. At Yagora, Steffen Schöne is responsible for the areas of data science and shopper research. He oversees a large number of national and international retail and shopper research projects.

In addition, Steffen Schöne regularly gives lectures as part of GS1 Germany’s Category Management certification process, as well as at industry congresses such as ECR Live!

Vita:

Anja Crummenauer came directly to Yagora in 2009 after completing her degree in Business Administration at the University of Erlangen-Nuremberg. Her studies focused on marketing, statistics and business informatics, and included various practical internships, thus laying the ideal foundation for her work at Yagora.

At Yagora, Anja Crummenauer heads the shopper analytics team and is therefore responsible for consulting on, implementing and evaluating controlled market tests. She is also an expert with many years of experience in the field of customer loyalty card data analysis.

As Head of Finance at Yagora GmbH, Lena Denneng is responsible for finance and payroll management. She studied business administration with a focus on taxes, auditing, international and national accounting, strategic controlling and planning. Before joining the company in 2018, she held various positions in tax advice and auditing. She draws on extensive experience in tax, accounting, auditing and finance.

Vita

William Foroudi has been with the company since 2001. In addition to managing the in-house field service, he is responsible for the test panel in Germany and coordinating our work with our retail partners. During his time at Yagora, William Foroudi has also been in charge of training the sales team, and temporarily managed the company's Russian branch.

Before William Foroudi came to Yagora, he worked for several years as an independent retailer, working in sales within the food industry.

Prof. Sebastian Oetzel is Professor of Business Administration in the Faculty of Business at the Fulda University of Applied Sciences. Since 2018 he has been consulting for Yagora in his role as Chair of the Scientific Advisory Board. His main research interests are in the areas of price and promotion optimisation, behavioural biases in marketing (decoy effect, choice overload), marketing analytics and the development of decision support systems.

Before being appointed Professor at the Fulda University of Applied Sciences, he was a Senior Consultant at Yagora from 2013 to 2018. During that time he implemented various new shopper research and analytics methods in collaboration with Andreas Luppold, Managing Partner at Yagora.