In February 2022, we welcomed Philipp Baron Freytag von Loringhoven as a Datentreiber partner in our network. Long before he met Datentreiber’s founder and CEO, Martin Szugat, Philipp already used Datentreiber’s freely available canvas tools with his clients. Besides being a marketing whiz, Philipp is a creative mind who never seems to stand still. Suppose he’s not recording an episode of his Dataengage podcast with an intriguing guest. In that case, you’ll find him live on LinkedIn in his “Marketing Maschinenraum,” where everything revolves around using technology and tools. Every two weeks, he also co-hosts a “MarTech Rumble” (live on LinkedIn) with Timo Demmler and participants, discussing current trends and topics that merge marketing and technology. Alongside all this, he’s enrolled at Zeppelin University in Friedrichshafen, pursuing an Executive Master of Arts in Digital Pioneering (eMA DIP). Philipp lives near Bregenz in Austria with his wife and two children.
As Philipp, our “Data Baron” would say: “The stage is yours!”
Who are you and what do you do?
I work in marketing, IT, and data. More specifically, I focus on marketing analytics and marketing technology support. I help companies better understand their customers by analyzing and utilizing their marketing data. The result is more effective and efficient marketing—so ideally, more customers for less budget, or at least a better return on investment.
Why do they call you the “Data Baron”?
Honestly, the story is pretty simple: The nickname came up in a conversation between two friends of mine, Mina Szeidze and Marc Preusche. They threw it out there one day, and it stuck—because it’s true: I really am a Baron, and I do stuff with data! Sadly, there’s no super-thrilling background story. Maybe I should invent one someday.
What’s your secret superpower?
I can translate between marketing, IT, and data. That means I can maintain a strategic perspective on marketing data, business intelligence, and the necessary infrastructure—and in most cases, actually implement everything with our clients as well.
What makes you a Datentreiber?
Like I said, I help companies make their marketing data actionable and connect it with all the other data silos. The buzzword for that is “data-driven marketing.” My main focus is on startups and SMEs looking for a holistic view of their marketing and sales—some call it “aligning marketing and sales.” Specifically, that means developing a marketing-data strategy together and carrying it out. We plan web analytics concepts, implement or assess the right systems, and unlock potential within the organization. Then we analyze and evaluate that data—together with other marketing data sources—and finally feed that “data gold” back into your advertising (Facebook, Google Ads, LinkedIn) and contact platforms (CDP, CRM, offline) to improve communication.
How do you contribute to a company’s success?
In the spirit of John Wanamaker: figuring out which half of the marketing budget is better spent—and how to spend it better, or whether it’s even necessary to spend it. Sometimes I even make CFOs happy; not often, but sometimes I manage it.
What’s your tip for data-driven companies?
Get started! Identify small goals, define suitable projects, and just begin. Too often, data projects become massive undertakings that no one can handle. This is where having a data strategy really helps—one that you revisit regularly as you learn. In marketing, that might mean implementing a CRM in the first place, or linking CRM data with ERP data to ask: “Which customers are actually profitable for us?” and “Where did they come from?” Because that’s exactly the kind of customer you want more of, right?
What motivates you personally?
Besides the bigger goal of “leaving a better world for everyone”? Better communication, better ads, better marketing! I don’t want to see the same fridge ad 20 times. I want stories that engage me—things powered by data to match my situation and needs!
Thank you for the informative chat!
Would you like to make your marketing more data-driven? Contact us for an introductory conversation.
