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HMA ACADEMY

Data-Driven Marketing with AI

Masterclass for Marketing Managers

Stop reporting marketing results. Start driving marketing strategy.

In 2 days in Munich, you will learn how to scope, interpret and act on marketing data in a way that drives decisions, not just documents them.

Taught by practitioners combining marketing analytics, AI and psychology.

Designed for experienced marketing managers who are done sitting on data and ready to finally drive with it.

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Dr. Özgün Köksal

Dr. Özgün Köksal

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Jörg Hopmann HMA

Jörg Hopmann

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Does this sound familiar?

  • AI is everywhere but its role in your marketing decisions stays unclear.
  • The dashboard is full of data but the next step is not obvious.
  • You don’t always know which analyses are worth your time.
  • You brief your analyst but the output doesn’t answer your actual question.
  • Your team argues over KPIs because nobody defined them the same way.
Small group. Real questions. Specific answers.
Munich, 21.-22.04.2026
Munich, 24.-25.06.2026
Munich, 14.-15.10.2026
Munich, 25.-26.11.2026
1,599 EUR (excl. VAT, incl. food & beverages)

→ EUR 200 discount for bookings made before 31st of March 2026!
(Code: DDM-Spring-200)

Being data-driven is not about technical expertise. It is about a specific mix of skills:

  • Ask better questions. Scope the right problem before touching the data.
  • Read data critically. Know what analyses can and cannot tell you.
  • Drive decisions. Move from data to action with a structured approach.
  • Lead your team. Align definitions, scope together, make data work across your organization.

Module 1: Foundations of Marketing Analytics and AI

Sharpen your grasp of the foundations of modern marketing analytics and AI. Get a clearer view of how data, methods and processes fit together, and explore where AI can add real value in your marketing work.

The Business Case for Data-Driven Work

A strategic look at what it really means to work data-driven and how organizations turn data into consistent, tangible business outcomes.

AI in Your Marketing Workflow

A realistic look at how AI can improve your marketing data work. Explore where AI adds real value, where your own judgment remains essential, and how to combine both to work more effectively.

Fundamentals of Marketing Analytics

A shared introduction to the core concepts, terminology and mental models that help everyone speak the same language when working with data.

Overview of Core Building Blocks

A practical walkthrough of how data, KPIs, analytical methods, and processes fit together to create meaningful insights and support decision-making.

Module 2: Analytical Methods & Evidence-Based Marketing

A non-technical orientation to the analytical methods that matter for better decisions. Understand what each method can (and cannot) answer, their data requirements and their strengths and limitations.

Measuring True Impact

Learn the analytical methods used to determine the real impact of marketing activities. We explain key concepts such as causality and incrementality, along with causal methods including experiments and Marketing Mix Modeling (MMM).

Evaluating Channel & Budget Effectiveness

Learn how attribution, contribution analysis, MMM and campaign efficiency models reveal which channels drive efficiency and where budgets create the most value. See how these approaches help identify overspend, underinvestment and optimization opportunities in your marketing mix.

Smarter Targeting & Segmentation

Gain insights into the analytical approaches behind audience segmentation, scoring models and predictive targeting. See how these methods help identify high-value audiences and support more focused and effective marketing actions.

AI Use Cases for Automation & Personalization

Learn the key rules and assumptions behind AI-enabled large-scale testing and how to evaluate the performance of AI-driven personalization.

Module 3: How Marketing Data Works (Behind the Dashboard)

Learn how marketing data is collected, transformed and turned into KPIs, so you can collect the right data from your tools, spot issues faster, ask better questions and collaborate more effectively with data teams.

Lifecycle of Your Marketing Data

Get an executive-friendly overview of where your marketing data comes from and how systems connect from website tracking and CRM tools to pipelines and dashboards. Understand how data is collected across tools and why mismatches or inconsistencies can occur.

How to Make Data Useful

Learn which metrics and KPIs are important for your company and how to use them to drive actions.

Building a Robust and Coherent KPI Framework

Learn how to set up a KPI framework to have coherent and aligned reporting across teams and dashboards. See how clear definitions, shared logic and structured reporting ensure reliable metrics and reduce conflicting numbers.

AI in Your Data Workflow

Understand better what AI can realistically do today, where its limits are and how to use it effectively alongside your existing data foundations.

Module 4: Data Thinking, Collaboration and Storytelling

Strengthen your data literacy skills and sharpen your analytical thinking. Develop the broader capabilities that make data work effective and learn how AI supports each of them in practice.

AI-Assisted Project Scoping

Learn how to frame analysis projects with clear goals, assumptions and expected outcomes. Use AI prompting as a scoping tool to pressure-test your brief before it reaches the data team.

Working Effectively Across Teams

Often, data projects get stuck because the people side is ignored. Learn practical techniques to establish shared definitions, reduce friction and keep projects moving.

Storytelling that Drives Decisions

Understand how to turn analytical findings into clear, compelling messages. Learn how to tailor insights to different audiences and communicate results in a way that strengthens your strategic influence.

Key Takeaways & Wrap up

We revisit the main points and take time to address your questions.

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Goals of the Training

After this training, you will be able to interpret data with confidence, judge the value of analytical methods more accurately and communicate more effectively with both internal and external stakeholders.

You will gain strategic clarity across both technical and people aspects of working with data. This will enable you to guide your organization toward a strong and sustainable data culture.

Your Trainer

Dr. Özgün Köksal - Hopmann

Jörg Hopmann has been consulting CMOs, CDOs, and other decision-makers on the effective use of data in companies for over 20 years. Enabling data-driven marketing, from strategy and implementation to measurement, is his passion. Creating data literacy throughout the company is a matter close to his heart, as it forms the basis for all data-driven decisions. During the training, Jörg is happy to share his practical experience and comprehensive marketing and data knowledge with you.

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Your Trainer

Dr. Oezguen Koeksal Hopmann 23e2144c

Dr. Özgün Köksal is a Senior Data Analytics Specialist at Hopmann Marketing Analytics. As a trained psychologist with a PhD in Learning Sciences, she has studied how people make sense of data and how to support them in drawing accurate conclusions from it. She strongly believes that building truly data-driven organizations goes hand in hand with strengthening employees’ data literacy and improving collaboration around data across teams.

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Options of the Training

You can book this training as a customized in-house format for you and your team. Here, your brand and your industry are the focus of the modules.

Alternatively, we also offer the workshop as an open session in a small group, where you can benefit from the exchange and experiences of other companies.

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Sebastian_Rutz_FAZ-sw

“The Power BI in-house training was tailored precisely to our specific requirements. The trainer was very knowledgeable, friendly and answered all our questions in detail. The content on data modelling and visualization was presented in a well-structured way so that we were able to effectively expand our previous knowledge through practical best practice examples.”

Sven Rutz, Head of Product Planning

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Bring your own challenges to the room. Reserve your seat.
Next cohort: April 21 & 22, Munich.

Please note: Registration closes 2 weeks before the seminar begins! Voucher codes cannot be combined.

Dr. Özgün Köksal - Hopmann

Dr. Özgün Köksal
Senior Digital Analytics Specialist
& HMA Academy Trainer

Early Bird Special

Save €200

Secure your discount by booking 6 weeks before your training. Please enter the following code in the registration form:

Early-Bird-200
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FAQ on this training

Who is this training for?

The training is designed for marketing and sales leaders in mid-sized and large organizations. It is also well suited for marketing and sales professionals who want to gain clarity around data, as well as data professionals who want to deepen their understanding of marketing analytics.

How is this training different from traditional analytics trainings?

Unlike traditional analytics trainings that focus on tools or methods in isolation, this training takes a holistic view of working with data. It combines technical foundations with the human and organizational aspects of data work, closing the gap between analytics, collaboration and effective marketing decisions.

Do I need technical background knowledge to participate?

No. The training is specifically designed for decision-makers. Technical terms and methods are explained in a practical, accessible way, enabling you to apply the insights directly to your strategy.

In which language is the training delivered?

The training will be delivered in English.

If you are interested in training in German, please contact us.

Can the training be customized to our organization?

Yes. We review your organization’s data landscape in detail, identify key areas for improvement and customize the training to your specific context and goals.

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