Hopmann Annual Review 2025

The Hopmann 2025 annual review shows a year in which we, as a boutique consulting firm for marketing analytics, have sharpened our own path. A year that has strengthened us as a team and in which we have developed both professionally and personally.

Marketing has become significantly more complex in 2025. Artificial intelligence can now be found in all areas. AI search is changing user behavior. Efficiency pressures are forcing companies in all industries to make faster and more precise decisions. Data quality, first-party strategies, modern marketing data stacks, a deep understanding of digital customer journeys, and better integration with other departments are now considered the foundation of any marketing strategy. Evidence-based marketing is on everyone’s lips and wants to be put into practice.

We have found our home in this complex environment, from which we can continue to develop. As a competent partner on equal footing for CMOs and marketing & sales managers who need clarity and impact. The projects, developments, and successes of our year reflect precisely this claim.

The highlights at a glance:

• #1 Strategy Workshop in March
• #2 New direction and communication
• #3 People at Hopmann
• #4 New training and workshop offerings
• #5 New partnerships: Omni & Hightouch
• #6 Presentation at the Marketing Analytics Summit
• #7 Exciting marketing analytics content
• #8 Thank you and Holiday wishes

In the spring, we devoted a day to a team workshop at Schliersee. Not because something wasn’t working, but because we wanted to consciously invest in our own development. We were already well positioned, had a strong customer base, and exciting projects. At the same time, it was clear that the market for marketing analytics and AI-driven solutions was developing rapidly. Our customers are facing increasingly complex tasks. Our aim was to ensure that we would continue to focus on areas where we create the greatest added value.

The strategy workshop at Schliersee was therefore a joint effort to sharpen our profile.

Among other things, we asked ourselves:

• Where are we already delivering exceptional results for our customers today?
• Which topics will become even more relevant for marketing managers in the coming years?
• How do we need to align our service portfolio so that we can continue to grow with the market and the needs of our customers?

In intensive sessions, we clearly identified our strengths, refined our priorities, and confirmed our role as a boutique consulting firm for marketing analytics. We didn’t reinvent everything, but rather focused more consciously on what works well and supplemented it in a targeted manner.

The discussions were open, constructive, and clearly forward-looking. We will write about the results in the next paragraph.

An important moment in our 2025 review of the year is the visible launch of our new direction in May. What we worked out together in the strategy workshop at Schliersee became concrete here. We wanted to make it even clearer to our customers and partners what Hopmann stands for, what problems we solve, and why working with us makes sense, especially in a complex marketing and data environment.

The focus was on the following points:

Our marketing analytics portfolio now covers the entire chain: from marketing data strategy and measurement frameworks to marketing data stack and MarTech/CDP to analytical CRM and marketing science. The goal: less data noise, more concrete decisions.

Our previous disciplines have been merged into five specialized units:

• Marketing Data Strategy
• Marketing Technology
• Marketing Science
• Analytical CRM
• Marketing Data Stack

This enables us to address customer needs even more quickly and in a more focused manner. We are, of course, also continuously developing our existing services such as dashboards & reports, AI in marketing, and digital analytics. These are sub-tasks of the teams mentioned above.

When it comes to data, rather than focusing primarily on marketing, we are now also increasingly looking toward business analytics: shared data models and shared truths for marketing, sales, product, and finance. To reflect this shift toward a broader business perspective, we have moved from marketinganalytics.de to hopmann.com and modernized our logo at the same time.

A passion for data, deep marketing expertise, high quality standards, and consulting on equal terms: all of this remains our foundation, in 2025 and beyond.

An important part of our 2025 review of the year are also the moments that weren’t about data models, dashboards, or KPIs, but about the people behind Hopmann. Precisely because our projects are very complex and demanding, we consciously take time for experiences that create connections.

This resulted in many special occasions throughout the year:

• An escape room team event in the spring as an exciting start to an intense year.
• Our traditional Easter egg hunt, “The Hunt for the Golden Egg,” in our office.
• A summer party with an outdoor scavenger hunt, followed by a relaxed beer garden atmosphere where there was room for conversations away from projects.
• Our first B2Run, where we took our motto “Data runs with us” very seriously.
• Our joint visit to Oktoberfest, now almost a classic event in the Hopmann calendar
• Several after-work get-togethers in our offices or nearby locations
• Decorating our Christmas tree and office together in December
• and our Christmas party, where we looked back on the year together.

We love these events because they create connections, make it easier to collaborate on a daily basis, and bring our team a little bit closer together each time.

Florian Timmler joined us in May as a Junior Data Visualization Specialist. With his master’s degree in business informatics, he is confidently navigating the interface between business and IT. He combines analytical thinking with creative data visualization and uses his experience in data analysis and Power BI to make complex relationships understandable and help companies make better decisions.

Since this summer, Guià Resina Urpí has been supporting us as a Senior Business Analyst in the Marketing Data Strategy team. She brings many years of experience in dealing with complex data requirements and data-driven marketing and has a very clear understanding of how numbers can be turned into concrete measures. Her focus is on precisely understanding customer needs, cleaning up data, and developing solutions that are truly usable in everyday life.

We are very happy to have you both on board, dear Guià and Florian!

Another important topic in our 2025 annual review is the ongoing development of our HMA Academy. This year, we have particularly felt the need for guidance and empowerment when it comes to data. Many marketing teams are under intense pressure to work in a more data-driven way, make meaningful use of AI, and better justify budgets, often with limited time and capacity.

This is exactly where our Academy comes in: with formats that are practical, teach theoretical basics in a pragmatic way, and address specific questions from marketing and sales managers. Our program has continued to grow this year, geared toward the needs of the market. We have added the following new courses and workshops to the program:

With our AI Search Visibility Workshop, we help teams understand the changes brought about by SGE, ChatGPT Search, Perplexity, and similar systems. It’s all about very practical questions:

• Where and how does my brand appear in AI responses?
• How can I measure visibility instead of just guessing?
• What role do websites, content, data, and brand strength play in this new environment?

With the B2B Marketing Framework Workshop, we give marketing and sales managers in B2B a clear framework for organizing their activities and managing them in a more data-driven way. The focus is on:

• Clarity about target groups, messages, and positioning
• Integration of marketing and sales measures, including forecasting and goal-based budget planning
• Definition of KPIs and measurement points along the customer journey

For 2026, we have prepared another exciting format: data-driven marketing. The focus is on how marketing and sales managers can act confidently with data in their everyday work without every report becoming a project. Topics include:

• Meaningful use of AI in everyday marketing
• The path from raw data to actionable insights, including defining the right KPIs
• Collaboration between marketing, data teams, and IT

In 2025, we expanded our technology ecosystem by adding two partners that are becoming increasingly relevant for many of our customers. We now have strategic partnerships with Omni and Hightouch, enabling us to provide even more precise consulting on modern marketing and data architectures.

Omni is a modern BI platform with a central data model. Companies can use it to evaluate data from various sources in a common structure with AI support and quickly obtain uniform and comprehensible key figures for marketing, sales, finance, and other departments.

Hightouch is our partner for reverse ETL and activation from the data warehouse, serving as a key building block of a composable CDP. Analyses and target groups from the data stack can be transferred directly to systems such as CRM or advertising platforms, enabling data to be turned into concrete actions in marketing and sales.

As in previous years, we were once again present at a wide variety of industry events. However, we would like to highlight our contribution to the Marketing Analytics Summit in Berlin in November as a particular highlight. This was the first time we spoke publicly about a new and very exciting topic: our psychologist and senior data analytics expert Dr. Özgün Köksal gave a presentation on “Marketing Data Meets Psychology: Guiding Purchasing Decisions instead of Overwhelming Customers for Conversion Success.”

The focus was on one central question: Why do people abandon purchases? And how can marketing teams meaningfully support the decision-making process instead of making it even more complex? Using examples, Özgün showed how insights from cognitive psychology can be combined with data to better segment customers. The aim was to identify decision fatigue in CRM data, sharpen segments based on psychological and observable behavior patterns, and simplify the purchasing process.

2025 was also a strong year for us in terms of content. In numerous webinars, case studies, blog post series, technology quizzes, and videos, we addressed precisely the questions that marketing & sales managers are currently grappling with: AI search visibility, marketing mix modeling, modern marketing data stacks with tools such as Airflow and dbt, scalable data pipelines with dlt, practical data frameworks for better decisions, and concrete use cases from healthcare, finance, and e-commerce.

Our new content shows how marketing technology, customer data, and analytics can be combined in such a way that not only insights are generated, but also a noticeable increase in the effectiveness of campaigns, sales, and budget management.

As we conclude our 2025 annual review, we would like to express our sincere thanks. Our year would not have been so special without the commitment of our team, the trust of our customers, and the inspiring collaboration with our partners. We do not take pleasant, open, and solution-oriented cooperation for granted. It is the reason why we enjoy working on complex issues every day and achieve results together that make a difference.

As we do every year, we will be supporting the German Children’s Cancer Foundation with a donation in 2025. It is important to us to make a contribution that goes beyond our day-to-day business and provides support where help is really needed.

Also this year, it is our heartfelt wish to provide support for this important work.

We wish everyone a relaxing Holiday season, peaceful moments with family and friends, and a successful start to 2026.