What Feld M does

FELD M GmbH is a Munich-headquartered German data, analytics, and AI consultancy founded in 2002 by Lutz Wiechert. The firm operates as 'The Data Collective' and delivers professional services across three phases — Strategize, Build, Activate — covering web analytics, data strategy, conversion rate optimization, marketing measurement, customer data platforms, data engineering and architecture, business intelligence, and data science and AI. It also maintains the Datacroft sub-brand for proprietary software products including Link Manager (tag/link management, launched 2012) and TV2Web (TV-to-web attribution, launched 2017).

The company serves predominantly large enterprise clients in the DACH region, with a publicly disclosed roster that includes 11 DAX-listed corporations and named customers such as Allianz, BMW, AUDI, MINI, DWS, Hugo Boss, MSD, Zurich Insurance Group, Douglas, s.Oliver, yfood, Der Spiegel, Postbank, and SBB. FELD M holds partner-level relationships with the dominant marketing and analytics technology vendors — Google, Adobe (Silver Solution Partner), AWS, Microsoft, HubSpot, and leading CDP platforms (Segment, mParticle, Tealium, Rudderstack) — and integrates with tools across analytics, BI, data warehousing, ETL, and AI/ML categories.

FELD M operates as a private, founder-owned GmbH with no external institutional investment. It has wholly-owned subsidiaries in Poland (FELD M Poland Sp.zo.o.) and Switzerland (FELD M Schweiz AG), offices in Berlin, Hamburg, and Mainz in addition to Munich, and approximately 60–70 employees with interdisciplinary backgrounds. Revenue is generated through project-based, multi-year consulting engagements sold through direct sales and referrals; pricing is not publicly disclosed. The company employs a shared-leadership model without formal hierarchies.

Name

Feld M

Legal name

FELD M GmbH

Website

https://feld-m.de

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

FELD M is a Munich-based, founder-owned German consultancy delivering data, analytics, and AI implementation services (web analytics, CDPs, BI, data engineering, AI consulting) to DACH enterprises, including 11 DAX-listed companies, via the Datacroft product sub-brand.

Ownership category

akta.pro rank

Product category

Data and Analytics Consulting Services

NAICS

Management Consulting Services (54161), Other Scientific and Technical Consulting Services (54169), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742), Services-Computer Programming Services (7371), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

Data Analytics & Business Intelligence Services (BPAHALAC), Advanced Analytics & Data Science Services (BPAEAHAE), Business Intelligence, Reporting & Visualization Services (BPAEAHAD), Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)

Keywords

• Data analytics consulting
• Web analytics implementation
• Marketing measurement services
• Data engineering consulting
• Customer data platform services

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Consulting Services: Professional consulting and implementation services for data, analytics, and AI projects. Services include strategy development, data architecture, implementation, and ongoing support. Revenue is generated through project-based engagements and ongoing consulting relationships.
2. Training and Workshops: Training services to help clients maximize value from their data and analytics tools. Includes workshops on data thinking, design thinking, and tool-specific training.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

FELD M operates as a consulting and implementation partner for data, analytics, and AI projects, delivering strategy, implementation, training, and ongoing support services across web analytics, customer data platforms, data engineering, BI, marketing measurement, and data science. Services are organized into three phases—Strategize (developing data roadmaps), Build (constructing data infrastructure and tailored data products), and Activate (measuring and optimizing data-driven outcomes). The firm also sells proprietary Datacroft software products (Link Manager, TV2Web) that deliver specialized analytics capabilities.

Product overview

Feld M operates as a consulting and implementation company (The Data Collective) offering a comprehensive portfolio of data, analytics, and AI services organized around three phases: Strategize, Build, and Activate. Core services include Web Analytics, Data Strategy, Conversion Rate Optimization, Marketing Measurement, Consumer & User Research, Privacy & Consent Management, Customer Data Platforms, Data Engineering & Architecture, Analytics & BI, Data Science & AI, and Agile Project Management. Under the Datacroft sub-brand, Feld M develops proprietary products including Link Manager (tag/link management, launched 2012) and TV2Web (TV-to-web attribution, launched 2017). The Wissensdurst event series and TrendRadar monitoring service complement the consulting offerings. The company implements and integrates with major platforms including Google Analytics, Adobe Analytics, Tableau, Power BI, Segment, and various AI tools.

Differentiator

Problem solved

Functional benefit

Brands

• Datacroft: Software brand that develops FELD M products to provide additional analytical insights to clients. Products include Link Manager and TV2Web service.
• Wissensdurst

Products and services

• Web Analytics Consulting Strategy, implementation, and consulting services for enterprise web analytics platforms (Google Analytics, Adobe Analytics, Piwik Pro) to track, measure, and analyze digital user behavior.
• Data Strategy Consulting Strategic consulting engagements that develop data roadmaps and enable data-driven decision-making across organizations, including data vision, governance, and roadmap definition.
• Conversion Rate Optimization A/B testing and personalization services (including implementation of Adobe Target and Dynamic Yield) to improve website conversion rates and user experience.
• Marketing Measurement Consulting Attribution modeling and marketing ROI analysis (Funnel, Adtriba, Exactag) to measure and optimize marketing campaign effectiveness across channels.
• Consumer and User Research Qualitative and quantitative user research services to understand customer behavior and inform data and design decisions.
• Privacy and Consent Consulting GDPR compliance consulting, consent management platform implementation (Usercentrics), and privacy strategy development for regulated businesses.
• Customer Data Platform Services Implementation and consulting for customer data platforms (Segment, mParticle, Tealium, RudderStack) to unify customer data across sources and channels.
• Data Engineering and Architecture Consulting Design and build of scalable data infrastructure, data pipelines, data warehouses, and lakehouse architectures using Databricks, Dbt, and Google BigQuery.
• Analytics and BI Consulting Business intelligence implementation, dashboard development, and reporting using Tableau, Power BI, and Plotly for analytics and reporting use cases.
• Data Science and AI Consulting Advanced analytics, machine learning, and AI consulting including predictive models, propensity scoring, and generative AI implementations leveraging OpenAI.
• Agile Project Management Services Certified agile project management for marketing and data projects using Scrum, Kanban, OKRs, and Design Thinking methodologies.
• Datacroft Link Manager Proprietary tag and link management software developed under FELD M's Datacroft brand to provide additional analytical insights to clients.
• Datacroft TV2Web Proprietary TV-to-web attribution service that enables clients to connect broadcast television campaigns with online user behavior.
• TrendRadar Data analytics monitoring and trending service referenced in FELD M case studies (e.g., for SBB's TrendRadar project) for staying ahead on data and analytics developments.
• Training and Workshops Workshops and training programs covering data thinking, design thinking, and tool-specific training (Google, Adobe) to help clients maximize value from their analytics investments.

Quantifiable outcome

• Long-term client relationships with over 5 years of collaboration
• +1 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability6 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GooglecoreTechnology or IntegrationGoogle partner for analytics implementations including Google Analytics and Google Tag Manager. Certified expertise in Google marketing and analytics tools.
• AdobecoreTechnology or IntegrationAdobe Silver Solution Partner with expertise in Adobe Analytics, Adobe Target, and related Adobe marketing tools.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure partnership using AWS for hosting and cloud services.
• HubSpotcoreTechnology or IntegrationUses HubSpot for website hosting, CMS, CRM, and marketing automation including newsletters and lead management.
• Customer Data Platform Partners (Segment, mParticle, Tealium, Rudderstack)coreTechnology or IntegrationPartners with multiple CDP platforms to implement customer data strategies for clients.
• University Partnerships (LMU Munich, TU Munich, TH Rosenheim, TU Dresden, University of Münster, BHT Berlin, Fresenius)minorStrategic or Co-development PartnerAcademic partnerships for thesis supervision, research collaboration, and knowledge exchange. Part of Wissensdurst event series bringing together science and practice.

Scale indicators5 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Alexander Thamm GmbH: German data and AI consultancy headquartered in Munich with offices across Germany; offers strategy, data engineering, data science, and AI services to enterprise clients – closely mirroring FELD M's "Strategize, Build, Activate" framework.
• dmc group: Munich-based management and technology consultancy specializing in data, analytics, and AI implementations for DAX and mid-market enterprises; directly comparable on service portfolio (data strategy, BI, data engineering) and DACH enterprise client base.
• elaboratum GmbH: Hamburg-based data and analytics consultancy serving DACH mid-market and enterprise clients; provides analytics strategy, data platforms, BI, and data science implementations – comparable in size, geographic focus, and service mix.
• Trakken Web Services: Munich-based digital analytics and tag-management consultancy with strong Google and Adobe platform expertise; serves DACH enterprise clients on similar web analytics, CDP, and conversion optimization mandates.
• Mapp (formerly Webtrekk): Berlin-based digital analytics and customer data platform vendor with associated professional services; comparable in German DNA, customer data platform focus, and web analytics implementation heritage – overlapping directly with FELD M's CDP and analytics practices.

Broad incumbents

• Thoughtworks: Global technology consultancy with a dedicated data and AI practice serving large enterprises on data platform modernization and AI implementation; overlaps FELD M's data engineering and AI consulting services from a global-incremental position.
• SinnerSchrader (now part of Accenture Song): Hamburg-headquartered digital experience agency with deep web analytics and data activation capabilities, now operating within Accenture Song; serves large German enterprise clients across similar use cases but with significantly broader scale and parent-company resources.
• Lufthansa Industry Solutions: German IT and digital transformation consultancy (subsidiary of Lufthansa) with a strong data and analytics practice serving enterprise clients across multiple verticals; broader portfolio and deeper scale than FELD M but comparable enterprise data-consulting focus.
• Capgemini Invent: Global management and technology consulting arm of Capgemini with a significant German data, analytics, and AI practice; competes with FELD M for DACH enterprise mandates but at materially greater scale and as part of a global delivery network.

Emerging players

• Adtriba (by Funnel): Hamburg-based marketing measurement and attribution platform provider with implementation services; intersects FELD M's Marketing Measurement practice area with a more product-led, emerging-player profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/feld-m
• Instagraminstagram.com/keeping_up_with_feldm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feld M