Marcel Kling

Marcel Kling

Marcel Kling

Director Customer Data & Advanced Analytics | Lufthansa AG |

Short Biography

The industrial engineer Marcel Kling has been working since 2014 in the program management of SMILE, the personalization program of the Lufthansa Group and one of its central strategic digitization programs. In 2008, Marcel Kling began as a Group trainee and was subsequently responsible for teams in the areas of strategy and business intelligence in pricing as well as central revenue management.

With SMILE, Lufthansa Hub Airlines (Lufthansa Passage, SWISS, Austrian Airlines) is investing substantially in capabilities to drive the digitization of the entire Group. The program enables the personalization of the travel experience along the entire travel chain by establishing and combining advanced analyses of customer data, a modern infrastructure and a consistent focus on customer needs. The focus is on relevance in customer interaction to ensure the best possible travel experience for each customer in their individual travel context and based on their preferences.

Panel: GDPR – One year later