Marketing Technology
«Marketing technology is now the backbone of successful marketing organisations. We help companies master MarTech stacks, AI systems and digital channels, both strategically and operationally.»
Dr. Marcel Hüttermann, Head of the Center for Marketing Technology
The Center for Marketing Technology at the ZHAW IMM combines current research with practical knowledge transfer. We support companies in marketing technology, AI in marketing and digital marketing, from strategy and implementation through to performance measurement.
What sets us apart
Traditional consulting firms work with proven frameworks. We complement this with something consulting firms rarely provide: independent, scientifically grounded evidence on marketing technology, plus direct access to Innosuisse funding programmes that can co-finance your project. Our recommendations are based on current research from international academic journals. We advise independently of any vendor. And we bring insights from teaching and research directly into your organisation’s day-to-day practice. Innosuisse-funded projects also allow for substantial co-financing by the public sector, an opportunity many companies are not aware of.
Focus topics
Only 33% of purchased MarTech capabilities are actually used, down from 58% in 2020 (Gartner 2026). Budget constraints and integration issues top the list of barriers. We analyse existing MarTech stacks using the MarTech Maturity Model, assess utilisation and ROI potential, and develop a prioritised roadmap.
Case example: A Swiss industrial company wanted to evaluate its MarTech stack and make it future-proof. The Center carried out a MarTech maturity assessment, identified redundant tools (utilisation below 20%) and developed a prioritised roadmap for the next 18 months, including concrete make-or-buy recommendations.
68% of global CMOs name AI as their top priority, and 81% of marketing technology leaders are already piloting AI agents (Gartner 2026). The focus is on agentic AI: systems that autonomously manage marketing workflows, from media buying to lead nurturing. We help companies prioritise use cases and deploy their first AI agents in a targeted way.
Case example: The marketing team of a Swiss service company wanted to know which agentic AI use cases were truly relevant to its organisation. Together, we prioritised use cases, designed a pilot project for AI-supported marketing automation and laid the foundation for an AI roadmap.
Companies that consistently use first-party data achieve a 2.9-fold revenue advantage (BCG/Google 2026). In the DACH region, 70% of companies plan to invest more in data-driven customer interaction over the next two to three years (Marketing Tech Monitor 2025). We help companies build their data strategy and ensure its operational implementation.
Case example: A Swiss retail company wanted to reduce its dependence on third-party cookies and build its own first-party data strategy. The Center analysed existing data sources, defined a consent strategy and developed a roadmap for the step-by-step implementation of a customer data platform.
51% of B2B buyers already start their research in AI chatbots, making AI search visibility a top-of-funnel issue (Gartner/BCG 2026). Companies that are not visible in AI systems such as ChatGPT, Perplexity or Google AI Overviews lose market share before potential customers even reach their website. We help companies optimise their content and structures for AI discoverability.
Case example: A Swiss B2B technology company noticed that its competitors were prominently mentioned in AI-generated answers, while it was not. The Center analysed its content structure and topical authority, developed a GEO strategy and implemented concrete measures to improve its visibility in AI systems.
- Marketing automation & AI-supported processes
- Content marketing & AI-supported content processes
- Digital analytics
- Natural language processing (NLP) in marketing
- Computer vision in marketing
- Digital marketing strategy
- Fan engagement & sports marketing
- Political marketing
Collaboration
«We commissioned the identification and documentation of use cases in marketing, sales and service to secure LMVZ’s market competitiveness. Working with ZHAW enabled us to define the requirements for future technology solutions precisely. The Center for Marketing Technology responded to LMVZ’s specific situation with a tailor-made solution. The collaboration was constructive and goal-oriented, and not least, it was also fun.»
Stefanie Kerber, Head of Market and Member of the Executive Board, Lehrmittelverlag Zürich AG
We support companies according to their needs: as a contract research partner, in consulting projects, with in-house training and workshops, through published studies on current marketing topics, via Innosuisse innovation projects (co-financed by the public sector) or through bachelor’s and master’s theses.
Every collaboration starts with a question
Tell us about your question or project idea. We will get back to you within two to three working days and discuss together how we can support you.
Book an appointment with Dr. Marcel Hüttermann
Or write to us: marcel.huettermann@zhaw.ch
Executive education
We offer the following executive education programmes (available in German only):
MAS Marketing Technology & Digital MarketingCAS Marketing TechnologyCAS Digital MarketingCAS AI x Marketing
Swiss MarTech Summit
The Swiss MarTech Summit is Switzerland’s leading event for marketing technology.
- More than 250 participants in 2026
- Held annually since 2022
- Networking for marketing leaders, technology providers and agencies
Further information:
Our team
Our team combines academic expertise with many years of practical experience in marketing technology, AI in marketing and digital marketing.
Dr. Marcel Hüttermann, Head of the Center for Marketing Technology
Nadine Stahl, Deputy Head
Sinu Thirukketheeswaran, Lecturer
Reto Heierli, Research Associate
Michèle Rettenmund, Research Associate
Frequently asked questions (FAQ)
With its Center for Marketing Technology, the ZHAW Institute of Marketing Management (IMM) runs one of the leading academic centres of expertise for MarTech in German-speaking Europe. The team conducts research, provides consulting and offers executive education in marketing technology, AI in marketing and digital marketing. It also organises the annual Swiss MarTech Summit.
Digital marketing refers to the strategic and operational processes of digital communication and customer acquisition. Marketing technology (MarTech) covers the tools and systems that automate these processes, from CRM and marketing automation platforms to AI-powered analytics systems. The ZHAW Center for Marketing Technology conducts research and provides consulting in both fields.
The Swiss MarTech Summit is Switzerland’s leading event for marketing technology. In 2026, more than 250 people from companies, technology providers and agencies took part. Find out more: Swiss MarTech Summit
ZHAW offers the MAS Marketing Technology & Digital Marketing, the CAS Marketing Technology, the CAS Digital Marketing and the CAS AI x Marketing (all available in German only).
All programmes are co-designed by the Center.
Yes. Companies of all sizes can initiate research projects with the Center for Marketing Technology, from straightforward contract research to funded Innosuisse innovation projects.
An in-house research department is not required. ZHAW provides the methods, resources and academic support, while the company brings the practical question. For Innosuisse projects, the public sector covers a significant share of the costs.
Initial consultations are free of charge and non-binding: marcel.huettermann@zhaw.ch
Yes. The Center for Marketing Technology offers tailor-made in-house training and workshops on marketing technology, AI in marketing, MarTech stack management and digital marketing, designed around each company’s specific requirements.
The Center provides scientifically grounded advice, free from any vendor interests. Recommendations are based on research methods from international academic journals and are tailored directly to each company’s situation. This independent, evidence-based approach sets ZHAW apart from traditional business and technology consulting firms.