Mitch Komen

Mitch Komen is the Lead Digital Marketing professional at Wehkamp, a prominent online retailer in the Netherlands. He has been recognized for his expertise in digital marketing, particularly in the areas of paid search and customer segmentation strategies.

Professional Background

Komen has a strong foundation in digital marketing, having started his career as a PPC specialist. His role at Wehkamp involves overseeing digital marketing strategies and implementing innovative approaches to measure the effectiveness of paid search campaigns. Notably, he has focused on understanding incrementality—the added value that paid search ads contribute compared to organic channels.14

Recent Contributions

At the Friends of Search 2023 conference, Komen presented on how Wehkamp measures the incrementality of paid search at a customer level. His insights emphasized integrating customer value into paid search strategies and segmenting customers into ten categories to optimize bidding strategies.14 This approach aims to enhance targeting and improve overall campaign performance.

Education and Skills

Komen studied at the Hogeschool van Amsterdam, where he developed his skills in business administration and digital marketing. He is active on LinkedIn, where he connects with over 500 professionals in the industry, sharing insights and engaging with trends in digital marketing.23

Overall, Mitch Komen's contributions to Wehkamp and the broader digital marketing landscape highlight his commitment to leveraging data-driven strategies for effective online retailing.