Programma Digital Analytics Congres

Verrijk je kennis op het Digital Analytics Congres

Na een geslaagde eerste editie presenteren wij op 11 oktober 2017 het tweede Digital Analytics Congres. Met internationale topsprekers, expertsessies en klantcases belooft het een inspirerende dag te worden waar je met direct toepasbare kennis naar huis gaat. 

Bezoekersprofiel: iedereen die zich bezighoudt met het rapporteren, analyseren en optimaliseren op basis van digital data om inzichten in klantgedrag te vergroten, campagnes te verbeteren en sites te optimaliseren.

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09.15 - 09.25
OPENING // Martijn van Vreeden - Dagvoorzitter


Martijn has been working in the digital analytics field for 10 years to optimize the ROI of online channels and website for companies. Martijn started working as a freelance digital analytics in 2015 and is also a member of the MOA Digital Analytics Profgroep.


09.25 - 10.10
Keynote 1 // Bart Schutz - Online Dialogue

Marshmallows, & the Psychology behind Evidence-Based Growth

Bart inconveniently clarifies why most of our CRO efforts are just comforting lies; “Most CRO-experts live in the ‘illusion of control’”. He shares his vision and experience on how only combining data with behavioral science, actually leads to true exponential growth in both earnings & learnings, ultimately bridge the gap between optimization and innovation, and questioning whether we should leave our customers behind as the only ones who still live in the ‘illusion of control’.

10.20 - 10.55

Expertsessie 1

Daniel Gebler - Picnic

Picnic Innovation - From Data to Insights Picnic is the world’s fastest growing online supermarket that makes grocery shopping simple, fun, and affordable for everyone. Interested to know how we took this hyper-growth startup from Impossible To Inevitable? Wanna know how we translate ubiquitous data into continuous innovations and operational excellence? Are you curious to understand how we transformed an already convenient shopping experience into a ultra-fast shopping delight? Join our session!

Tije Vlam & Felipe Wesbonk - Traffic Builders

The power of advanced metrics in Google Analytics Stuur jij je digitale marketing ook aan op sessies en conversies? Waarom stuur je deze niet aan op het werkelijke resultaat van je inspanningen? Tije en Felipe nemen je mee aan de hand van praktijkvoorbeelden en tonen zo de kracht van dataverrijking. Door Analytics gegevens te combineren met externe kwantitatieve en kwalitatieve data creëren ze meerwaarde voor hun klanten. Sturen op werkelijke ROI, de effectief behaalde nieuwe business of de verdiende marge, dat loont!

Stéphane Hamel - 10 minuten sessies 1 op 1

Schrijf je nu in voor een 1 op 1 gesprek van 10 minuten met onze Keynote Stéphane Hamel. Stéphane Hamel is a seasoned independent consultant and distinguished thought leader in the field of digital analytics and marketing. He advises his global clients, agencies, start-ups, and vendors in the digital analytics industry on data maturity matters and how to grow a data-informed culture lees verder. Plaatsen zijn beperkt dus wees er snel bij! Aanmelden kan door een mail te sturen naar Dit e-mailadres wordt beveiligd tegen spambots. JavaScript dient ingeschakeld te zijn om het te bekijken.

10.55 - 11.15
11.15 - 11.50
Expertsessie 2

Niels Reijmer - Bijenkorf

The Shared value of Data: Relevant Omnichannel marketing By combining data from all touchpoints you can create an ideal basis to understand the customer. But how can you use this data to be more relevant to the customers? And how can you always tell a consistent story? In this presentation Niels Reijmer will show how de Bijenkorf creates segmented and personalised experiences on the site, in emails and in other online marketing channels.

Jan Hendrik Fleury - EDM

Connecting the dots met on- en offline integratie Probleem om echt datadriven te zijn is dat ‘connecting the dots’ tussen on- en offline in de customer journey meestal niet goed lukt. Met als gevolg dat bedrijven er niet in slagen om de waardevolle CRM- , segmentatie- en online data te benutten in hun digitale marketing. Jan Hendrik laat zien welke mogelijkheden er zijn om insights en targeting te verbeteren via het online brengen van offline data via CRM onboarding.

Google - Spreker wordt z.s.m. bekend gemaakt!

12.00 - 12.45
Keynote 2 // Stéphane Hamel 

 Time to Rethink - Radical Analytics

Let's be blunt: the way most practitioners and consultants approach digital analytics is defunct and in need of a radical overhaul. We were expected to dive in the depth of an ocean of data and find the "precious"? - the one and unique golden nugget of wisdom that would transform the organization. We've been told to "get executive sponsorship" and our goal should be to get a seat at the "grown up" table of management. In a nice echo chamber marketers despised IT and gave themselves pat on the back reinforcing the idea they were destined to become the CTOs, CMOs and CEOs of the future. Seriously? How is it going for you?

12.45 - 13.30


13.30 - 14.15  
Keynote 3 // Aurélie Pols

Aiming for Compliance or consumer Trust? From short term KPIs to LTV

"The General Data Protection Regulation (GDPR) is coming, let's all assume you've heard about the reforms going on related to privacy obligations. The ePrivacy Regulation is currently being re-discussed, aligning most probably with the GDPR, certainly in terms of fines. That's the one about the cookie walls we all fretted about back in 2011. What does this mean for your company and the way you use data, gleaning for insights through analytics?What could this mean for your customers and their rights? This presentation will walk you through the obligations brought about by these legal texts to assure compliance. And hopefully make you reflect about longer term aspirations ideally fostering consumer trust, built on quality data."  


14.25 - 15.00
Expertsessie 3

Marc Tollens - KLM

Placing your webdata in the bigger pictureAt KLM we try to make the lives of our customers a little bit easier each day and behavioral web data helps us in doing so. However, this type of data only tells part of the story. During this talk we’ll show you how we try to get the most out of our webdata using different approaches to ultimately gain a better understanding of our customers. Do not expect tips and tricks to improve your conversion rates, do expect an honest story about our experiment to mix market research, web data and machine learning.

Daniel Markus - ClickValue

Explosief groeien met digital analytics Digital analytics leveranciers beloven dat inzet van hun software leidt tot groei. Richt het goed in, dan komen de inzichten vanzelf. De praktijk blijkt weerbarstig want veel analisten en marketeers hebben moeite om data te vertalen in acties. In deze sessie leer je hoe je dat verandert. Aan de hand van duidelijke voorbeelden krijg je inzicht in de vijf drivers van online groei. Daniël Markus toont voor iedere driver de bijpassende analyses en laat zien hoe je deze vertaalt in acties. Kom naar deze sessie als je zoekt naar meer rendement uit je digital analytics data.

Gosia Wrzesinka - Coders Co

Customer-journey analytics: the GPS for understanding your customersCustomer-journey analytics is a great way to better understand your customers and to improve and personalize their experience. In this presentation, Gosia Wrzesinska will explain the difference between customer-journey maps, with which you might already be familiar, and customer-journey analytics. She will also give you some tips on introducing customer-journey analytics in your organization.

15.00 - 15.25


15.25 - 16.00
Expertsessie 4

Nadieh Bremer - Visual Cinnamon

Hacking the Visual Norm "There are so many visualisation tools out there today, most with a pre-made set of charts. But trying to wrangle your data to fit (uncomfortably) into the default charts is not the right mindset. Adjust the visual to your data, not the other way around. You don't necessarily have to be a code wizard to let your creativity run free. Even with the defaults, you can become creative by using them in a different way, combining layouts or chart types to create something new, or even changing small pieces of code from existing visualisation frameworks. During this talk Nadieh will take you through several of her data visualisation projects, both from the business environment of her day job and the experiments made in her evenings. Hopefully, by the end you'll want to step outside of your "visualisation" comfort zone and create (custom) charts that best display the insights in the data."

Rob Winters - Travelbird

The Uneasy Marriage of Data Science and OperationsEvery company is talking about the potential of big data analytics, but the difference between success and failure depends on how well the models integrate into or redefine operational processes. In this talk we will explore how we integrated data science into existing operations and challenges encountered when transforming an organization.

Marcel Martschausky - Webtrekk

May data privacy be with you – this is the data you are looking for! The are many speculations and questions around data protection, especially with regards to the upcoming EU data privacy regulation (GDPR) which will come into force in May 2018. What is the best way to prepare for the impact it will have on data protection? We start at the status quo, then look into the implications of GDPR and present best practice examples that which will help you to get ready for the future.

16.10 - 16.55
KEYNOTE 4  Google - Spreker wordt z.s.m. bekend gemaakt


16.55 - 17.10
AFSLUITING // Martijn van Vreeden - Dagvoorzitter


17.10 - 18.15
Borrel & Bites



Online Dialogue
Coders Co.
Traffic Builders

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