Data Stack Strategy & Architecture
How do I obtain a clear and reliable database for our marketing? A marketing data stack forms the technical basis for data-driven marketing. Based on your sales and marketing goals, we work with you to develop a scalable architecture that is tailored to your existing tools, teams and stakeholders. We take into account both current challenges and future requirements – from data collection to reporting. The result: a flexible data warehouse that grows with your needs and delivers real added value.
Tool Selection & System Consulting
Are we using the right tools in marketing? How well do our MarTech applications work together? Not every tool is suitable for every team and company. We help you to select the systems that technically and strategically fit your requirements – independently, practically and with a view to the future. We advise you on your specific use case and show you which tools can work together optimally. In this way, you invest in solutions that really work and provide you with the best possible support in your day-to-day marketing activities.
Data Integration & ETL/ELT
How do I collect all relevant marketing data automatically in one place? We break down data silos in your organization by integrating your most important data sources – e.g. GA4, CRM, social ads, social listening or email systems – into a stable, central data warehouse. Whether classic ETL processes (Extract – Transform – Load) or modern ELT approaches (Extract – Load – Transform): We advise you on the right process for your infrastructure and use cases, guiding you from a silo approach to networked working. Your data is automated, cleanly transformed and can be analyzed at any time. This reduces manual work, avoids errors and creates a central, reliable database.
Data Governance & Quality Assurance
Is our data correct and is it really understandable and usable for everyone? We support you in bringing order to your data inventories and processes – with clear rules for structure, naming, rights and data protection. We give equal consideration to technical and organizational aspects. In cooperation with your legal team, we also focus on legal aspects. This makes your data consistent, trustworthy and GDPR-compliant for all employees. The result: clean insights without misunderstandings.
Data Activation & Automation
Why do we only look at our data from time to time and don’t do much with it? We know from almost 20 years of marketing analytics experience: Data without action is just numbers. With best-practice experience, we ensure that your data empowers action, e.g. through automated dashboards, reports, alerts and connections to activation platforms such as CDPs or ad tools. Whether for quick decisions or automated campaigns – we make your data usable where it makes a difference. This saves your time, reduces wastage and increases your marketing performance.
Audit: Marketing Data Stack
How well is your current marketing data stack set up – and where is there untapped potential? In our audit, we analyze your existing data infrastructure, check the connection of relevant systems (e.g. CRM, web tracking, AdTech) and evaluate processes such as data integration, governance and reporting. You will receive an assessment of the status quo as well as specific recommendations for action that will directly improve your data quality.
Training: Building a Marketing Data Stack
In our hands-on training at the Hopmann Academy, you will learn about the most important building blocks of a high-performance sales and marketing data stack: from API queries to data orchestration and data modeling. In easy-to-understand hands-on sessions, we provide the necessary background knowledge and immerse you step by step in every phase of an ETL/ELT process – technologically sound with Python, Apache Airflow and dbt. The individual training can either take place in-house at your premises or in our modern training center.
Strategy, technology, activation – united in one team
Our dedicated marketing data stack team combines expertise in strategy, data engineering, data visualization and marketing/sales: strategists design the data warehouse from a business perspective, data engineers ensure high-performance pipelines, visualization experts prepare data in an understandable way and our marketing specialists contribute the necessary understanding of the topic. The result is a data stack that intelligently combines technology, people and decisions.
“A powerful marketing data stack connects tools, data and teams. Many companies have an impressive amount of data available. But they don’t have the structure and processes in place to make good use of it. We help to build the data stack so that it really works on a day-to-day basis and turns data into results.”
Jörg Hopmann, CEO
Hopmann Marketing Analytics