Kennisbank

Ben jij expert op het gebied van Digital Analytics en wil je meewerken aan de toekomst van dit marketing vakgebied in Nederland? Dan is een rol binnen deze DDMA Commissie dé kans om je expertise te delen, samen te werken met andere professionals en het…

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.…

De DDMA Commissies AI en Digital Analytics hebben in het afgelopen jaar versterking gekregen. Amhar Ford (Google), Stan Dorgelo (Springbok Agency) en Jessie Vork (Rabobank) brengen ieder hun eigen expertise en energie mee naar de commissies. We stellen ze graag aan je voor.

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…

AI may be everywhere, but in digital analytics, it often feels more like a novelty than a working tool. For Gunnar Griese, that’s not a failure of the models themselves, it’s a failure of integration. “LLMs are great at talking,” he says, “but they’re isolated…

Artificial Intelligence, or more commonly known as AI, we can all admit that it would be virtually impossible not to have heard these two words, or letters, used in conjunction before at some point in our lives. A concept explored in many forms of fiction,…

Marketeers willen het volledige potentieel van datagedreven marketing benutten, maar worden vaak teruggefloten door de realiteit. Het Data-Driven Marketing Onderzoek 2025 (DDMO), afgenomen bij 532 marketingprofessionals, onthult een duidelijke afstand tussen ambitie en praktijk. Slechts 44% beschouwt hun organisatie als datagedreven. En in de praktijk…

Organizations today pour huge investments into data. They build data warehouses and BI dashboards, calculate customer lifetime value (CLV), even develop MROI (Marketing ROI) models. Yet strangely, many never translate those insights into real change. It’s as if all that effort disappears on a shelf.…