September 2024
In this newsletter, we’re giving you a glimpse behind the scenes of the projects and developments within the Data & Marketing Science Craft. In this first edition, we’d like to reintroduce ourselves and share more about PowerApps, a tool that allows you to connect data sources, and a case study about personalized landing pages for DELA.
The Data & Marketing Science Team
The Data Team consists of several sub-crafts. We understand that it can be confusing who to contact for what, so here’s a brief overview of our roles:
- CXO specialists: Optimize and personalize the consumer experience in paid and owned media based on psychology, data, and experiments.
- Data consultants/strategists: Translate client challenges into solutions for data-driven marketing through the right data strategy, audience strategy, and measurement strategy.
- Data scientists: Model media effectiveness and develop algorithms for AI-driven optimization of media and creation.
- Digital analytics specialists: Implement analytics platforms, set up future-proof and compliant data collection, manage server-side tracking, and build custom dashboards.
- Marketing analysts: Create insights into marketing effectiveness and target groups, from strategy to execution, through advanced measurement methods, test & learn agendas, and KPI frameworks.
- Marketing engineers: Build creative and robust implementations for automating marketing processes, enabling AI models to run and improving (campaign, finance, etc.) processes.
Want to discuss something? Contact us.
PowerApps: Connecting Data Sources Without Coding
PowerApps allows you to develop custom apps without programming knowledge. You can use it to connect different data sources, and it works seamlessly with other Microsoft products. In this article, our colleagues Jim de Ronde and Pascal van Dooren discuss the advantages and disadvantages and a use case.
Case Study: Personalized Landing Pages for DELA
DELA advertises its funeral insurance through various channels. These advertisements vary depending on the channel and target group, but all visitors originally landed on the same landing page.
By using query parameter targeting, we were able to customize the landing page to ensure a consistent customer experience. This resulted in a +17% increase in qualified visits, a significant uplift in 12 out of 15 experiments, and +17% to 22% additional cost calculations and transactions for DELA.
Questions? Contact us!
