Kennisbank

The measurement conversation in our industry is currently dominated by regulation. Since the European Commission published its Digital Omnibus proposal in November 2025, I have seen countless posts and panels about what happens when cookie rules move from the ePrivacy Directive into the GDPR, what…

What do you do when you want to measure the impact of a change, but a traditional A/B test simply isn’t possible? With its Causal Impact analysis with Prophet case, ANWB won the Beyond Web Award at DDMA Experimentation Heroes 2025. Instead of dividing users…

Analytics tools are often viewed as a cost rather than an investment. That framing alone tells you a lot. A “cost” suggests operational overhead. An investment is capital deployed to generate future returns.

Every marketer has had the moment. You read that a competitor got fined for tracking visitors without consent, the article names the brand in the headline, and somewhere between the second and third paragraph you think: I have no idea whether our own setup would…

The demo always looks great. Someone types “why did our revenue drop last week” into a chat window, and two seconds later out comes a tidy answer with a chart and an explanation stapled to it. The room nods along. This is the future, everyone…

The use of AI has become an integral part of modern marketing. Seventy per cent of marketing professionals now use AI for marketing activities, while nearly three-quarters of organisations (72%) expect to expand their use of AI over the coming year. As access to AI…

I talk to a lot of marketing and CRM leaders in the Netherlands. Different companies, different sectors, different stages of maturity. But somewhere in almost every conversation, the same thing comes up.

How do marketing teams use AI in emails? It’s mostly about subject lines, copy, and sometimes images. Well, it’s a great starting point that saves time, but it introduces the next problem: Your headlines, CTA copy, or imagery may be decent, but does AI see…

When it comes to email marketing, it’s easy to get distracted by the latest trends, shiny tools, and best practice checklists. But according to Beth “Queen of CRM” O’Malley, Founder of Astral Digital, the real problem starts much deeper.

Let’s start with a simple premise: What if the future of email marketing isn’t about sending more emails, but about sending fewer, better ones? In a world of cluttered inboxes, the real challenge isn’t just getting your email opened, it’s getting it noticed at all.…