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Marketing Science

Marketing Science provides data-based answers to the most important marketing questions. With well-founded models and precise forecasts, we analyze what really moves your target groups today – and what is promisingly possible with your marketing tomorrow. Our goal: a solid foundation for strategic leadership in the digital age.

  • Lavera Naturkosmetik
  • Allianz
  • Fresenius
  • Douglas
  • Aachener Grundvermögen
  • Fielmann
  • Telefonica
  • Roche
  • Shaping the future instead of just reacting – achieving measurably more impact with Marketing Science

    Which measures make what contribution to the company’s success? How can marketing budgets be used optimally? And how do we manage to steer reliably and with foresight in a dynamic market environment?

    Marketing Science provides the methodological basis for modern, impact-oriented marketing management. Statistical models, causal analyses and forecasts based on valid data create a new level of transparency and management capability. This allows you to make well-founded decisions, continuously optimize your measures – and make your marketing future-proof in the long term.

    Marketing Mix Modeling

    How can the contribution of individual channels to a company’s success be measured objectively?
    Using Marketing Mix Modeling (MMM), we analyze the overall relationship between your marketing measures and business results – across all channels. Together, we develop a robust model that takes into account both historical data and external influencing factors (seasonality, competitors, etc.). This provides you with a transparent decision-making basis for strategic investments and the efficient allocation of your budget.

    Marketing Mix Modelling
    Attribution

    Attribution & Incrementality Measurement

    Which touchpoints really influence purchasing decisions? How do I measure the actual success of measures? Standard attribution is no longer sufficient in a complex customer journey. We combine modern, data-supported methods such as algorithmic attribution, A/B tests or geo-experiments to make incremental influence visible. This allows you to reliably evaluate which measures really drive conversions – and where your budget is better spent.

    Budget & Scenario Optimization

    How can I use my marketing budget in a more targeted and efficient way? With the help of data-based simulations and scenario analyses, we support you in the optimal allocation of your available marketing resources. Based on historical performance data and your business objectives, we create forecast models that run through various budget distributions and provide possible recommendations for action. With this strategic foresight, you can deploy your resources more appropriately and achieve a higher ROI.

    Budget-Optimierung
    Kampagnen-Analyse

    Campaign and Measure Analysis

    How can I evaluate the success of individual campaigns objectively and comprehensibly? We develop an analysis framework that evaluates each measure according to objective criteria – from short-term performance to long-term contribution to brand awareness. Whether a one-off campaign, ongoing measures or recurring activities: you receive valid findings to further develop your strategies and campaigns iteratively in a targeted manner and to promote continuous learning throughout the entire team.

    Training: Marketing Mix Modeling in Practice

    In our practice-oriented training at the Hopmann Academy, you will receive a sound introduction to the topic of Marketing Mix Modeling (MMM). We will give you a basic understanding of the methodology, show you practical application examples and build a simple MMM model together – from the data basis to modeling and interpreting the results. We work with common statistical and analysis tools. You will learn how to quantify the impact of individual marketing channels and make well-founded budget decisions on this basis. The training takes place flexibly at your premises or at our training center.

    Hopmann Pfeil weiß links
    Hopmann Pfeil weiß

    Audit: Campaign Measurement

    What needs to be optimized in your current performance measurement? In our campaign measurement audit, we analyze your existing methods for evaluating marketing measures. We check which KPIs are used, how data is collected and interpreted and whether your analyses make the actual influence of individual measures visible – for example through attribution, A/B tests or incrementality measurement. We also take a close look at tools, processes and reporting structures.

    The result: an objective evaluation of your campaign analysis – including specific recommendations for optimizing the data basis, measurement methodology and informative value of your reports.

    Data Science meets brand – for the marketing of tomorrow

    Our specialized marketing science team combines in-depth methodological knowledge with practical marketing and sales experience. Data scientists and statistics experts develop robust models and analyses, while our marketing and business specialists ensure that the results are understandable, actionable and strategically useful.

    HMA_Team_DR-Simon-Hannemann

    “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.”

    Jörg Hopmann, CEO
    Hopmann Marketing Analytics

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