I am passionate about complex interrelationships and finding technical solutions to understand them. That’s why I studied physics and successfully managed projects as an engineer in various large corporations. For several years now, my focus has been on data, especially digital analytics. As a certified digital analytics expert and team leader at Hopmann Marketing Analytics, I support our clients in analyzing and optimizing their online marketing activities. As part of the HMA Academy, I am happy to share my extensive theoretical and practical knowledge with you so that you too can make informed decisions based on your website and online store data.

Digital Analytics
Adobe Analytics
Google Analytics (GA4) and Google Tag Manager
Implementation of complex web analytics projects
Data strategy

A/B testing for an advertising campaign
Evaluation of data from an advertising campaign in which A/B testing was to be used to decide whether the results were statistically significant and whether the campaign had led to higher sales figures. Analysis of the data using Python and common libraries (Pandas, Numpy, Mathplotlib, Seaborn, etc.). Evaluation of statistical significance using hypothesis testing (p-value, t-test).

Exploratory data analysis for regression analyses
Execution of explorative data analysis with Python, statistical evaluations, normalization of values, visualizations with Seaborn and making predictions through regression analyses.

Implementation of meaningful dashboards
Creation of dashboards for various projects in the field of marketing analytics and economics for marketing managers and management.

Would you like to immerse yourself in the world of tag management and web analytics? As part of our HMA Academy training courses, we use best practice examples and realistic scenarios so that you can immediately apply what you have learned. By the end of the training, you will be able to operate the tag management platform, perform in-depth analysis and effectively customize reports to gain valuable insights into your data. Get an overview of our digital analytics training courses.