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Lars Brenncke is a seasoned business analyst with extensive experience in martech and user tracking environments, currently serving as Lead Business Analyst at Scout24 Group since January 2016. Their expertise includes technical leadership in user tracking strategies, data architectures, and analytics auditing, particularly with tools such as Tealium, Google Analytics, and BigQuery. Lars has previously held senior analyst roles in web and mobile analytics at Scout24 and Immobilienscout24, where Lars supported user tracking systems and collaborated with various stakeholders to enhance digital analysis. Their career also encompasses managerial positions in business development and marketing across different companies, with a foundational academic background in business administration from Universität Rostock.