Thyge Backen

Thyge Backen is an Industry Manager for Apparel Retail at Google Germany.34 He has expertise in consumer behavior, omnichannel marketing, and retail strategies. Backen has given guest lectures at WHU (Otto Beisheim School of Management) on topics such as "How consumers shop today" and insights from Google's Omnichannel Excellence Study 2022 and Omnichannel Future Study 2023.34 He has also been involved in discussions about the impact of the cost-of-living crisis on consumer behavior and how brands and retailers respond.2 Backen's work focuses on helping retail businesses leverage Google's AI and data solutions to achieve profitable growth, even in uncertain economic times.1