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With experimentation becoming a given in today’s digital landscape, the real question is no longer whether organisations should experiment, but how they can make it an integral part of their business across marketing, sales, product, and even IT. Added to that is the rise of…

We often talk about data as a source of truth, a strategic asset, or the new oil. But according to Rasmussen, that narrative misses the point. “The biggest myth in analytics is that more data equals more success. It doesn’t,” they say. “Success only comes…

In a data-driven world, NGOs face a different reality than commercial organisations. Instead of selling products or services, they build communities, foster trust, and strive for long-term social impact. But how do data, privacy, and digital innovation play a role in this mission?

Every analyst has been in one: a reporting meeting that runs on numbers but goes nowhere. For Tim Ceuppens, that’s not just a waste of time — it’s a missed opportunity to drive real impact. “Most reporting meetings are just there to inform,” Tim says.…

Doug Hall (Duga Digital) doesn’t do sugarcoating. Nor does he do blind negativity. When it comes to Google Analytics 4, he’s what you might call a pragmatic optimist. “I celebrate the cool stuff GA4 does better than Universal Analytics,” he says. “And I embrace the…

Our next Experimentation Hero in our interview series is Timo Stegeman. Since February, Timo has been working at Heineken as a freelance specialist in Product Discovery and Research. He deliberately takes on one assignment at a time, positioning himself close to product teams. “I work…

With a new edition of Experimentation Heroes on the horizon, we’re once again giving the floor to a number of specialists who truly live up to our event’s title. Each one a genuine ‘Hero’ in the field. Today, we speak with Erwin Vinke, Technical Web…

In het dynamische marketinglandschap van vandaag is media effectiviteits-meting (MEM) een sleutel tot groei. Nu consumenten meer privacy eisen en technologieën snel veranderen, volstaan traditionele meetmethoden niet langer. MEM draait om het begrijpen van de werkelijke impact van media-investeringen en is essentieel voor een sterke…

At NS, CRM specialists Daan Hulzinga and Adinda Nieuwstraten work on campaigns that encourage consumers to travel more often by train. One of the most distinctive campaigns they developed is Wintercity. “I had only been working at NS for a few months when we started…

Acht edities lang is Ralph de Kruif betrokken geweest bij de ‘Battle of the Agencies’, een jaarlijks terugkerend hoogtepunt op de EMAS. Samen met interviewer Mark Kruisman blikt hij terug op de evolutie van dit unieke e-mailmarketingconcept.