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Marketing Analytics Blog

News & trends from the world of marketing & sales analytics

Composable CDP Implementation: Data Platform as CDP

01.06.2026: Activate customer data immediately, reduce licensing costs, and get your campaign up and running faster

Composable CDP Implementation: Data Platform as CDP

AI Evening: What Marketing Managers Need to Know

27.05.2026: From a clean data foundation to Agentic AI and building AI expertise within the team

AI Evening: What Marketing Managers Need to Know

Raw & Roasted | AI Networking Event in Munich

15.05.2026: Kickoff and What to Expect in May & June

Raw & Roasted | AI Networking Event in Munich

Optimizing Tableau Server Costs

26.03.2026: Where BI Teams Waste Budget—and How to Fix It

Optimizing Tableau Server Costs

Hopmann Easter team event 2026

24.03.2026: The Hunt for the Golden Egg

Hopmann Easter team event 2026

New Hopmann Office in Munich

20.03.2026: More space for training sessions, workshops, and conversations

New Hopmann Office in Munich

Snowflake Cost Control: Workloads, Data Loading, and Governance

26.02.2026: Practical guide – Part 2

Snowflake Cost Control: Workloads, Data Loading, and Governance

Why Data-Driven Marketing often still falls short

20.02.2026: And what Marketing Leaders can do about it

Why Data-Driven Marketing often still falls short

Optimizing Snowflake costs without sacrificing performance

13.02.2026: Practical guide – Part 1

Optimizing Snowflake costs without sacrificing performance

Migrating Tableau to Power BI

04.02.2026: A structured approach for companies to avoid unnecessary costs

Migrating Tableau to Power BI

B2B Marketing Planning 2026

15.01.2026: What really works based on our experience

B2B Marketing Planning 2026

Hopmann Christmas Party 2025

12.12.2025: An evening with good conversations and shared moments

Hopmann Christmas Party 2025

Hopmann Annual Review 2025

05.12.2025: How we took strategy, team spirit, and marketing analytics to a new level

Hopmann Annual Review 2025

5 Strategic KPI Frameworks in Marketing

10.11.2025: Data-driven management for marketing teams

5 Strategic KPI Frameworks in Marketing

Data-driven post-merger integration (PMI)

07.11.2025: Why private equity must set new standards in integration

Data-driven post-merger integration (PMI)

Data-driven management frameworks

05.11.2025: Blog series part 1

Data-driven management frameworks

B2B Marketing Plan for 2026: Webinar

31.10.2025: How marketing and sales can work together to become a lead machine

B2B Marketing Plan for 2026: Webinar

Why the composable CDP is replacing the traditional CDP

30.10.2025: The future of customer data

Why the composable CDP is replacing the traditional CDP

Marketing Mix Modeling Data: Requirements

23.10.2025: Your free Checklist

Marketing Mix Modeling Data: Requirements

Omni and dbt: Clarity and speed for your data stack

20.10.2025: Integration for clean marketing data

Omni and dbt: Clarity and speed for your data stack

Marketing Data Pipelines with Airflow: Idempotence & Reusability

17.10.2025: Airflow Blog Series Part 5

Marketing Data Pipelines with Airflow: Idempotence & Reusability

Workflows in Airflow: Clarity and Scalability

15.10.2025: Airflow Blog Series Part 4

Workflows in Airflow: Clarity and Scalability

Marketing Mix Modeling Tools Comparison

14.10.2025: MMM Blog Series 3

Marketing Mix Modeling Tools Comparison

Airflow Resilience: Logging, Alerting & Error Handling

13.10.2025: Airflow Blog Series Part 3

Airflow Resilience: Logging, Alerting & Error Handling

5 Common Marketing Mix Modeling Myths (MMM)

10.10.2025: MMM Blog Series 2

5 Common Marketing Mix Modeling Myths (MMM)

LinkedIn DAG in Practice

09.10.2025: Airflow Blog Series Part 2

LinkedIn DAG in Practice

Running dlt at Scale: Pipelines & Secrets in MWAA

08.10.2025: dlt Blog Series 2

Running dlt at Scale: Pipelines & Secrets in MWAA

What is marketing mix modeling (MMM) and why is it important?

07.10.2025: Blog Series 1

What is marketing mix modeling (MMM) and why is it important?

Airflow in the Modern Marketing Data Landscape

06.10.2025: Blog Series Part 1

Airflow in the Modern Marketing Data Landscape

Team Event at Oktoberfest

29.09.2025: Hopmann Marketing Analytics at the Oide Wiesn

Team Event at Oktoberfest

AI-powered analytics that work in daily business

26.09.2025: Webinar Recap and FAQ

AI-powered analytics that work in daily business

How We Successfully Scaled Our Marketing Data Pipelines with dlt

12.09.2025: Blog Series Part 1

How We Successfully Scaled Our Marketing Data Pipelines with dlt

New Webinar with Omni

08.09.2025: From Data to Action: How AI can shorten the path to decision

New Webinar with Omni

Case Study: Healthcare Customer Segmentation

29.08.2025: From Fragmented Data to Clear Target Group Profiles for HCPs

Case Study: Healthcare Customer Segmentation

Apply Business Logic Reusably with dbt and Jinja Templates

07.08.2025: Blog series 3

Apply Business Logic Reusably with dbt and Jinja Templates

MarTech Check

05.08.2025: The quick audit for initial results

Ensure data quality with dbt tests

01.08.2025: Blog Series 2

Ensure data quality with dbt tests

Measuring AI Search Visibility

30.07.2025: What is changing and which KPIs now matter

Measuring AI Search Visibility

How dbt Can Revolutionize Your Marketing Data Stack

25.07.2025: Blog series 1

How dbt Can Revolutionize Your Marketing Data Stack

New B2B Marketing Framework

21.07.2025: B2B marketing needs a foundation, not just tactics

New B2B Marketing Framework

Our participation in the B2Run Munich 2025

18.07.2025: Data runs with us – even in the rain

Our participation in the B2Run Munich 2025

Tool mentoring instead of tool frustration

14.07.2025: How your marketing team achieves results faster

Tool mentoring instead of tool frustration

Event: Analytics Pioneers Summit 2025

09.07.2025: Insights, Ideas and Community feeling at the Allianz Arena

Event: Analytics Pioneers Summit 2025

New KPIs for website measurement

04.07.2025: Why AI Search is changing your strategy now

New KPIs for website measurement

Our summer team event in June

01.07.2025: City, games, strategy and a visit to the beer garden

Our summer team event in June

Increase customer loyalty with analytical CRM tactics

10.06.2025: How less complexity leads to more loyalty

Increase customer loyalty with analytical CRM tactics

Future-oriented data, tangible results and even better consulting

21.05.2025: The next level in marketing data analytics

Future-oriented data, tangible results and even better consulting

Case study: Data-driven marketing in the healthcare sector

22.04.2025: Consolidation of data landscapes

Case study: Data-driven marketing in the healthcare sector

Our Easter egg hunt 2025

14.04.2025: Golden surprise for our team in the office

Our Easter egg hunt 2025

Strategy workshop at Schliersee: Shaping the future together

20.03.2025: Team spirit, new ideas and a clear vision

Strategy workshop at Schliersee: Shaping the future together

Stretching our minds: Our team in the escape room

18.03.2025: From a magic school to a brewery

Stretching our minds: Our team in the escape room

Funnel tips: Buying decisions in the digital age

28.02.2025: How to convince customers with clever marketing strategies

Funnel tips: Buying decisions in the digital age

Understanding & optimizing ROAS

30.01.2025: How to improve the profitability of your campaigns

Understanding & optimizing ROAS

Ho-Ho-Ho Hopmann

17.12.2024: Greetings from our AI Santa “Data Claus”

Ho-Ho-Ho Hopmann

Data, people, successes: a review of 2024 with an outlook for 2025

10.12.2024: Review and Outlook

Data, people, successes: a review of 2024 with an outlook for 2025

Christmas magic at Hopmann

06.12.2024: Our Christmas party 2024 at Farmer & Lou

Christmas magic at Hopmann

The ultimate guide to marketing KPIs

11.11.2024: What every marketeer needs to know

The ultimate guide to marketing KPIs

TEAM EVENT WIESN 2024

30.09.2024: MUSIC & FUN AT OIDE WIESN

TEAM EVENT WIESN 2024

HMA ACADEMY: FIT FÜR TABLEAU IN 2 TAGEN

16.07.2024: VIDEO-INTERVIEW MIT MARILENA HOHM

HMA ACADEMY: FIT FÜR TABLEAU IN 2 TAGEN

DATA DRIVEN MARKETING IN THE B2B SECTOR

11.07.2024: NEW CASE STUDY

DATA DRIVEN MARKETING IN THE B2B SECTOR

HOPMANN SUMMER FEST 2024

04.07.2024: WHERE DATA MEETS THE MOUNTAINS

HOPMANN SUMMER FEST 2024

ROUND TABLE ON 17.07.2024

19.06.2024: THE FUTURE OF WORK: DATA AS A SUCCESS FACTOR

ROUND TABLE ON 17.07.2024

TRAINING "HYBRID PROJECT MANAGEMENT"

13.06.2024: 24% discount for the start of the 2024 soccer summer

TRAINING “HYBRID PROJECT MANAGEMENT”

HMA ACADEMY: WE HELP YOU MAKE THE MOST OUT OF YOUR DATA

31.05.2024: Hands-on trainings on data analytics and beyond

HMA ACADEMY: WE HELP YOU MAKE THE MOST OUT OF YOUR DATA

INTERVIEW: MARKETING ANALYTICS IN THE B2B SECTOR

24.04.2024: Trends and challenges

INTERVIEW: MARKETING ANALYTICS IN THE B2B SECTOR

6 TIPS FOR GETTING YOUR TRAINING APPROVED

19.04.2024: Training for data fans

6 TIPS FOR GETTING YOUR TRAINING APPROVED

THE HUNT FOR THE GOLDEN EGG

28.03.2024: EASTER AT HOPMANN MARKETING ANALYTICS

THE HUNT FOR THE GOLDEN EGG

5 QUESTIONS FOR ALEXANDER SCHMIDT

19.03.2024: PROFESSIONAL SALES DASHBOARDS FOR VIDEO GAMES

5 QUESTIONS FOR ALEXANDER SCHMIDT

CURRENT TRENDS IN CUSTOMER DATA

13.03.2024: HIGHLIGHTS FROM THE DIGITAL CONFERENCE TALKS

CURRENT TRENDS IN CUSTOMER DATA

GET STARTED WITH GA4

06.03.2024: HMA ACADEMY: GOOGLE ANALYTICS TRAINING

GET STARTED WITH GA4

REVIEW OF THE FIRST TRAINING: DATA VISUALIZATION WITH POWER BI

23.02.2024: HMA ACADEMY: YOUR DATA JOURNEY BEGINS!

REVIEW OF THE FIRST TRAINING: DATA VISUALIZATION WITH POWER BI

5 INTENSE DAYS OF DIGITAL ANALYTICS

02.02.2024: RECAP SUPERWEEK

5 INTENSE DAYS OF DIGITAL ANALYTICS

5 QUESTIONS FOR TOBIAS LANZL

01.02.2024: HMA ACADEMY: POWER BI TRAINING

5 QUESTIONS FOR TOBIAS LANZL

LET’S SHARE IDEAS AND CHAT ABOUT DIGITAL ANALYTICS AT THE CONFERENCE

24.01.2024: SEE YOU AT SUPERWEEK?

LET’S SHARE IDEAS AND CHAT ABOUT DIGITAL ANALYTICS AT THE CONFERENCE

STUDY: MARKETING MANAGERS TO FOCUS MORE ON DATA INTEGRATION AND INSIGHT GENERATION IN 2024

17.01.2024: CMOs MUST OPTIMIZE DATA INSIGHTS

STUDY: MARKETING MANAGERS TO FOCUS MORE ON DATA INTEGRATION AND INSIGHT GENERATION IN 2024

OUR HMA CHRISTMAS PARTY 2023

19.12.2023: HUNT FOR THE FUNNIEST CHRISTMAS DECORATIONS.

OUR HMA CHRISTMAS PARTY 2023

HIGHLIGHTS OF OUR JOURNEY IN 2023

11.12.2023: EXPLORING NEW HORIZONS.

HIGHLIGHTS OF OUR JOURNEY IN 2023

TEAM EVENT WIESN 2023

17.11.2023: “O’ZAPFT” IS FOR OUR TEAM AT THE OIDN WIESN

TEAM EVENT WIESN 2023

TEAM EVENT SCHLIERSEE

04.08.2023: OUR COMPANY TRIP TO SCHLIERSEE

TEAM EVENT SCHLIERSEE

BATTLE OF VIZARDS

27.07.2023: WHICH COUNTRIES HAVE MASTERED THE ECOLOGICAL BALANCE?

BATTLE OF VIZARDS

SABBATICAL AT HOPMANN MARKETING ANALYTICS

08.05.2023: AN ARTICLE ABOUT THE SABBATICAL AT HMA

SABBATICAL AT HOPMANN MARKETING ANALYTICS

TEAM CHALLENGE BOWLING

30.03.2023: OUR TEAM EVENT AT THE BOWLING ALLEY

TEAM CHALLENGE BOWLING

BATTLE OF VIZARDS

01.03.2023: WHICH CITY FITS BEST?

BATTLE OF VIZARDS

FINALLY CELEBRATING TOGETHER AGAIN

21.12.2022: OUR CHRISTMAS PARTY

FINALLY CELEBRATING TOGETHER AGAIN

THE WIESN OVER THE YEARS

22.09.2022: WIESN-DASHBOARDS

THE WIESN OVER THE YEARS

HIKING IN THE ALPS

23.06.2022: OUR HIKE IN SUMMER

HIKING IN THE ALPS

HOW DATA VISUALIZATION INFLUENCES OUR BRAIN

11.04.2022: EXCITING ARTICLE ABOUT DATA

HOW DATA VISUALIZATION INFLUENCES OUR BRAIN

TEAM EVENT FOR CARNIVAL

15.02.2022: OUR CARNIVAL EVENT

TEAM EVENT FOR CARNIVAL

VIRTUAL CHRISTMAS

13.12.2021: OUR CHRISTMAS EVENT

VIRTUAL CHRISTMAS

INTEGRATION OF TARGET VALUES OR PREDICTED VALUES OF DIFFERENT GRANULARITY IN TABLEAU

18.10.2021: AN EXPERT ARTICLE

INTEGRATION OF TARGET VALUES OR PREDICTED VALUES OF DIFFERENT GRANULARITY IN TABLEAU

DATABASE SCHEMA CHANGES WITH DBT

13.09.2021: AN EXPERT ARTICLE

DATABASE SCHEMA CHANGES WITH DBT

VIRTUAL EASTER

30.03.2021: OUR VIRTUAL EASTER EVENT

O'ZAPFT IS!

30.09.2020: OUR OKTOBERFEST

OUR AUTUMN TEAM EVENT

30.09.2020: PUMPKIN VISUALIZATIONS

OUR AUTUMN TEAM EVENT

HOPMANN TEAM EVENT - THIS TIME DIFFERENTLY...

30.04.2020: OUR TEAM EVENT

HOPMANN TEAM EVENT – THIS TIME DIFFERENTLY…

HOPMANN MARKETING ANALYTICS AT THE DMEXCO 2019

30.09.2019: DMEXCO KÖLN 2019

HOPMANN MARKETING ANALYTICS AT THE DMEXCO 2019

THREE DAYS OF DATA VISUALIZATION IN BERLIN

30.06.2019: TABLEAU CONFERENCE EUROPE 2019

THREE DAYS OF DATA VISUALIZATION IN BERLIN

SIMON WINS THE IRON VIZ 2019

30.04.2019: TABLEAU IRON VIZ 2019

SIMON WINS THE IRON VIZ 2019