Offenburg's Lara Freudenreich wins renowned AGGP Prize!

Offenburg's Lara Freudenreich wins renowned AGGP Prize!

Offenburg, Deutschland - Offenburg - a brilliant moment for Lara Freudenreich! The talented student was awarded the renowned Alfred Gerardi Memorial Prize (AGGP), which was awarded as part of the AI ​​Day of German Dialog Marketing Association (DDV) in Frankfurt am Main. This prize is the highest honor for scientific work in the field of dialogue and data driven marketing and is awarded in the categories dissertation, bachelor and master thesis. Lara received the award for her outstanding master thesis, which deals with the "development of a process concept for the qualitative analysis of user behavior in A/B tests in B2C and B2B-E-Commerce".

"The work is even more sophisticated this year and use more sophisticated methods," praised jury member Robert K. Bidmon at the award ceremony, which is associated with prize money of 2,500 euros for the winners. Lara Freudenreich said that her master's thesis complements the existing A/B testing method with qualitative examinations by the user Experience (UX). If quantitative data from A/B tests do not provide significant results, user tests in the UX laboratory are necessary to gain deeper insights into the user behavior.

a valuable gain in knowledge

In her work, Lara researched whether the qualitative analysis of the A/B test results offers added value and which methods are suitable for evaluation. "I enjoyed the topic and I am happy about the positive feedback for my master's thesis," said Lara. She thanked her supervisor Prof. Dr. Andrea Müller as well as Printus GmbH and her supervisor Jacqueline Glatz for the support. The findings from her study with twelve test subjects show that the qualitative analysis in combination with quantitative data leads to valuable insights into user behavior.

Prof. Andrea Müller and Jacqueline Glatz, who even received the AGGP for their bachelor thesis in 2017, were happy about Lara's success. Glatz emphasized how important it was to continuously develop the A/B testing process, and praised Lara Freudenreich's commitment. Another step into the future of dialog marketing!