Data & intelligence
Everything is measurable in the digital world. With the growing presence of Data & Intelligence in digital processes, accountability is also increasing. It doesn’t just stimulate creativity, it also efficiently measures and validates, demonstrating clearly how quickly you can recoup investments in marketing and sales. In other words: get rid of the emotion in the boardroom, bring in the data.
How we help you with data & intelligence
Clients that benefit from our data & intelligence expertise
Data-driven insights: marketers are getting ever closer to the truth
Improve your customer experience with data-driven insights and optimisations
Thanks to new technologies, we can achieve a high degree of predictability with data. This is the end of the try first, and then analyse the results era. Marketing is becoming more efficient. As an organisation, you can manage your budgets better and can continuously optimise campaigns.
With marketing mix modelling you can audit the results of your marketing investments from the past three years to predict how to use the budget effectively in the future.
You don’t have to stick with one data platform, but data mesh: use different data sources that coexist and allow data to flow through each other to give you stronger insights.
Don't think of the four major data domains – science, engineering, analytics & insights – as islands, but connect them to extract learnings and conclusions from data.
Expert views on data & intelligence
- Data help the marketeer implement digital marketing techniques in customer communication. But how do you use that data, exactly? And how can you enjoy the full force of data? In this whitepaper, we will show you how to optimise your customer and prospect communication through segmentation and personalisation. Moreover, we’ll show you how AI supports these processes.Read more
Are the days of Google Analytics numbered?2020 and 2021 have been chaotic, to say the least. For digital marketers, 2022 is already off to a similar start. An Austrian judge ruled that the use of Google Analytics violates the GDPR. Considering that the tool has a market share of 85.2%, this has caused a lot of panic in the industry. However, before we start making rash decisions, it's time to look at the facts. Put all of those ideas of throwing your entire analytics stack out the window aside, sit down and read this.Read more
First-party data strategy: the core of your organisationThe digital landscape will change significantly with the elimination of third-party cookies and the introduction of new European legislation. Advertisers will have to innovate and make the way that they market themselves more sustainable. First-party cookies and a review of the customer relationship are key to this.Read more
Creating a data-driven content strategyWith a content strategy, several goals are within reach: you serve your target group, you get to put your (sectorial) knowledge on an appropriate digital stage and bring structure to your content marketing. However, doing so successfully requires thorough preparation and that can feel overwhelming at first, especially when starting from scratch. Thanks to our experts, you’re never on your own - starting with a step-by-step plan.Read more
Server-side tracking: everything you need to knowEverything is evolving – marketing and analytics are no exception.Read more
The end of advertising cookie brings opportunitiesData collection and developments in legislation and browsers are hot topics in digital marketing. Safari and Firefox are blocking third-party cookies by default, and Chrome will follow in 2024 – with a market share of no less than 65%. We’ll walk you through the main developments and opportunities that these changes bring in this article.Read more
How to develop a first-party data strategy in 4 stepsThe digital landscape is in constant motion. We’re in the midst of one of the biggest shifts of the last couple of years. The days of third-party cookies are numbered, consumer expectations keep changing, and data collection and privacy regulations are becoming more strict by the day. Some parts of the industry are sitting idly by, for now, but we believe that now is the best time for organisations to act. Start developing a strong first-party data strategy now, and get a head-start on your competition.Read more
Webinar: Life after Universal AnalyticsUniversal Analytics, Google Analytics 4's predecessor, will stop collecting data on 1 July 2023. That is what Google recently announced. In this Dutch webinar Glenn Weuts, Head of Marketing Technology at iO, explains what exactly will happen and how to best prepare for a migration to a new analytics platform.Read more
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