Hey! In this edition of the Data & Marketing Science newsletter, you’ll find an explanation of Server-Side Tracking in the Data Spotlight, an article about website optimization for charities in Market Trends, and information about a new CXO course in Data Deepdive.
Data spotlight
Server-Side Tag Management
By sending app/web data to the advertiser’s own server first, before sending it to ad platforms and analytics platforms, server-side tracking enables:
a) more robust tracking, independent of third-party cookies and not blocked by browsers and ad blockers,
b) better website performance in terms of speed, thanks to only one script instead of many third-party scripts
c) more control over the data, with options to remove certain data or enrich data before it is sent to ad platforms.
Almost all of our clients have this implemented or are in the process of implementing it. Is your client not yet using it? Our Digital Analytics team is here to help!
Something for your client? E-mail nl.datacraft.news@groupm.com
Data deepdive
CXO Creative Optimization Course
Are you a media specialist, have you run A/B tests before, and would you like to take your skills to the next level? Then register now for the new CXO ad optimization course. In this two-part, interactive course, you will learn the basics of psychology, develop your own test plan for your ads, and learn everything about setting up and analyzing a valid A/B test.
Note: The course consists of two training sessions (March 13th and 27th), register for both separately.
Market trends
Website Optimization for Charities
Charities depend on gifts, donations, and grants and do not sell tangible products. They don’t always have the resources to carry out an extensive optimization process. How can you still improve your consumer experience? Read about it in the new article, with a case study of Villa Joep as an example.
Agenda
| Internal events GroupM Xmas Celebration – December 18 Fourmidable 2025 #VRIJMIBO: Drinks on the 4th floor in Eindhoven – January 3 CXO Introduction – January 13 CXO ad optimization training – March 13 & 27 | External events Superweek Analytics Summit – Januari 27 – 31 AI on the Amstel Meetup – January 29 Behavioural Design Fest – February 7 Privacy-Centric AdTech Summit – February 13 |
