Digital Analytics Strategy & Framework
How does digital analytics become an integral part of our marketing management? We work with you to develop an overarching strategy framework for your web analytics: from clear KPIs and meaningful dashboards to the distribution of rights and roles within the team. The goal of our consulting: a sustainable data culture for your online marketing – not just selective analyses.
Google Analytics (GA4) Consulting
How can we use GA4 even more efficiently and keep up to date with new requirements? We support you in the strategic and technical setup of GA4 – including precise event design, integration into existing data landscapes and connection to the Google Tag Manager (GTM). We ensure clean data, comprehensible reports and GDPR-compliant implementation together with your legal experts. Our GA4 training offer rounds off the package.
Adobe Analytics Consulting
How do we get exactly the insights from Adobe Analytics that we really need in our day-to-day online marketing work? Whether eVar, sProp or Segment Builder: We show you how to use Adobe Analytics strategically and structure your report suite properly. Ideal for companies with international websites, complex apps, online stores and individual business requirements.
Piwik PRO Consulting
We would like to implement a web analytics tool that is independent of US providers. What options do we have? One option is Piwik PRO – the software offers flexibility, control and data protection compliance – provided the setup and governance are right. We support you with implementation, data strategy and integration into your marketing data stack.
AI Search & GEO Visibility Analysis
Traditional SEO alone is no longer enough in a world where AI systems like Google AI Overviews, ChatGPT and Perplexity deliver direct answers without users needing to visit your website. Visibility today depends on understanding how Generative Engine Optimization (GEO) works, aligning your data accordingly and tracking new types of performance metrics. We support you in strengthening your brand’s presence in AI-generated search results, measuring your impact across systems and turning zero-click opportunities into real business value.
Consent Management
How do we set up our digital analytics in such a way that we comply with data protection regulations and still learn as much as possible about our target groups? We support you in implementing data protection-compliant content solutions – including tool selection, technical implementation of cookie banners & co. and GDPR-compliant tagging. We usually work closely with your legal team and mediate between requirements and guidelines.
Tag Management
How do we keep track of pixels, events and various tools in our digital analytics landscape? We support you in setting up and optimizing your tag management system – whether Google Tag Manager, Adobe Launch, Piwik PRO Tag Manager or the tool of your choice. With a clear set of rules, clean setup and governance, we advise you on efficiency, data quality and insights that really drive your marketing success.
Campaign Tracking & Near Real-Time Command Center
How do we keep track of large campaigns – and make the right decisions quickly? For time-critical and budget-intensive campaigns such as Black Friday, Valentine’s Day, product launches or seasonal peaks, we develop individual monitoring solutions based on your analytics tools: We set up a central command center that makes relevant KPIs visible in near real time – across channels, visually comprehensible and with the aim of making quick decisions. Data from various channels (web analytics, social media listening, social media engagement, surveys, etc.) converge here and provide insights into awareness, brand health and other important metrics. This allows you to recognize early on what is working – and where adjustments need to be made.
Implementation & Maintenance of Web Analytics Tools
How do we ensure that our web tracking solutions work properly on a permanent basis? How do we keep up to date with important changes? Whether initial setup, ongoing adaptation or ad-hoc optimization: We take care of the implementation and maintenance of your web analytics technologies – including regular quality assurance, testing, documentation and training of your employees.
CDP Introduction
How do we combine digital analytics with a central understanding of our customers? We support you with the introduction of a customer data platform – including connection to your web analytics tools. This creates meaningful customer profiles, better segmentation and previously hidden opportunities for personalization and activation that not only increase your customer satisfaction, but also boost your sales.
Digital Analytics Trainings
In our Hopmann Academy training courses, we impart practical know-how about digital analytics – for beginners and advanced users of web analytics:
- GA4 Training: basics, setup, events, reports, BigQuery connection
- Adobe Analytics Training: Report Suite structure, segmentation, visualization
- Performance Measurement Training: Understanding KPIs, using tools effectively, avoiding typical pitfalls
All training courses are practice-oriented and are conducted by our experts who carry out complex consulting projects on a daily basis. Depending on your requirements, the training takes place either in-house at your premises or in our training rooms in Munich or Schliersee.
Audit: Web Tracking Health Check
How reliable is our current web analytics data – and where is there still room for optimization? In the tracking audit, we review your existing web analytics implementation: from the content banner to events, tags, parameters and data layers. We provide suggestions for improvement for even more efficient digital analytics and give specific recommendations that lead to rapid success.
Webinar: New Success Metrics in the Age of AI Search
This hands-on webinar explores how brand visibility, website traffic, and user behavior are shifting due to AI-driven search technologies like GEO and zero-click searches. We also explain what this means for your marketing efforts.
Discover actionable strategies to adapt to changing visibility dynamics and learn which KPIs are becoming more critical. Our expert in digital analytics and artificial intelligence, Constanze Bogner, shares up-to-date insights and practical recommendations you can apply immediately in your day-to-day marketing activities.
“This project is a great example of the potential that can be tapped into thanks to our many years of expertise in the financial sector. Although the initial focus was only on digital analytics, we saw the potential for the client and advised them on an eye-to-eye basis. They now have a modern data-driven marketing framework in place that provides them with the best possible support to achieve their goals – with sustainable, measurable success.”
Constanze Bogner, Senior Digital Analytics Specialist
Hopmann Marketing Analytics