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De DDMA Commissie Digital Analytics trapt 2026 af met vijf nieuwe leden: Suze Löbker (Code Cube), Ilse Bakx (Stitchd), Bart Brackel (Sunweb Group), Redmer Nijboer (Turntwo) en Patrick Kool (Google). Ieder brengt een unieke mix van expertise mee, van tracking en personalisatie tot data activation,…

Welke ontwikkelingen gaan ervoor zorgen dat je werk als marketingprofessional, jurist of dataspecialist in 2026 ingrijpend gaat veranderen? Welke innovaties mag je echt niet missen? Zoals elk jaar zetten de 12 DDMA-commissies de grootste trends in data-driven marketing in dit nog nieuwe jaar op een…

In het eerste deel van onze reeks over Media Effectiviteits Meting (MEM)* verkenden we de strategische waarde van Marketing Mix Modeling (MMM). In dit tweede deel richten we ons op incrementality testing, een methodiek die organisaties helpt om de werkelijke – causale – bijdrage van…

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,…