{"id":24761,"date":"2021-12-09T09:56:40","date_gmt":"2021-12-09T08:56:40","guid":{"rendered":"https:\/\/smartprofile.io\/?page_id=24761"},"modified":"2021-12-09T10:38:46","modified_gmt":"2021-12-09T09:38:46","slug":"datagedreven-marketing","status":"publish","type":"page","link":"https:\/\/smartprofile.io\/nl\/knowledge-base\/blogs\/datagedreven-marketing\/","title":{"rendered":"Data Driven Marketing"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ecec2nt-0207d4d08f8bd0b367e67f77b4baaa8b\">\n#top .hr.hr-invisible.av-ecec2nt-0207d4d08f8bd0b367e67f77b4baaa8b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-ecec2nt-0207d4d08f8bd0b367e67f77b4baaa8b hr-invisible  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dy6baex-14172716a8259afcefee3fcf9319e600\">\n.flex_column.av-dy6baex-14172716a8259afcefee3fcf9319e600{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-dy6baex-14172716a8259afcefee3fcf9319e600 av_one_full  avia-builder-el-1  el_after_av_hr  el_before_av_one_half  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-kwnb8lqz-ea31f331ff63456af64c4c6a73e7768e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1><span class=\"TextRun SCXW19498727 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW19498727 BCX0\">Datagedreven marketing:<br \/>\nUitdagingen en handvatten voor groei.<\/span><\/span><\/h1>\n<\/div><\/section><\/div>\n<div class='flex_column_table av-dlcpx3t-e33b0be52d8059d15d7c3c1b3ae751ed sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dlcpx3t-e33b0be52d8059d15d7c3c1b3ae751ed\">\n.flex_column.av-dlcpx3t-e33b0be52d8059d15d7c3c1b3ae751ed{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-dlcpx3t-e33b0be52d8059d15d7c3c1b3ae751ed av_one_half  avia-builder-el-3  el_after_av_one_full  el_before_av_one_half  first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnb98s6-bc0f6309fdac1dd4cc0b377d13398bef '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW177755026 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW177755026 BCX0\">Ok, ik ben marketing verantwoordelijk bij een partij die onder andere bedrijfsdata verkoopt.<br \/>\nIn dit artikel wil ik je echter niet die oplossing verkopen, maar enkele interessante onderzoeken met je delen. Datagedreven marketing wordt overal aangehaald als de toekomst, maar uit diverse onderzoeken blijkt dat we als marketeers nog de nodige hordes moeten nemen om echt datagedreven aan de slag te gaan.<\/span><\/span><span class=\"EOP SCXW177755026 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n<div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-cyhupx5-508680b70f35d52b123e094f35b2b725\">\n.flex_column.av-cyhupx5-508680b70f35d52b123e094f35b2b725{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-cyhupx5-508680b70f35d52b123e094f35b2b725 av_one_half  avia-builder-el-5  el_after_av_one_half  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnbvyfl-498d86ebbd0ca441bd8a213f4241815a\">\n.avia-image-container.av-kwnbvyfl-498d86ebbd0ca441bd8a213f4241815a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-kwnbvyfl-498d86ebbd0ca441bd8a213f4241815a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-kwnbvyfl-498d86ebbd0ca441bd8a213f4241815a av-styling-circle avia-align-center  avia-builder-el-6  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-24792 avia-img-lazy-loading-not-24792 avia_image ' src=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/MicrosoftTeams-image-5-180x180.png\" alt='' title='MicrosoftTeams-image (5)'  height=\"180\" width=\"180\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/MicrosoftTeams-image-5-180x180.png 180w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/MicrosoftTeams-image-5-80x80.png 80w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/MicrosoftTeams-image-5-36x36.png 36w\" sizes=\"(max-width: 180px) 100vw, 180px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-kwncsogh-af57fd720ee64a2af5ebbd562af36da2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><span class=\"EOP SCXW177755026 BCX0\" data-ccp-props=\"{\">Jurgen Verheijen<br \/>\nMarketing lead<\/span><\/p>\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-crmrtvd-310016367135587f4722f52747ceaf3d\">\n#top .hr.hr-invisible.av-crmrtvd-310016367135587f4722f52747ceaf3d{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-crmrtvd-310016367135587f4722f52747ceaf3d hr-invisible  avia-builder-el-8  el_after_av_one_half  el_before_av_section  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-cbhxc3d-73acb9a4a6d9cb0c99f9d7e9a5e48abb\">\n.avia-section.av-cbhxc3d-73acb9a4a6d9cb0c99f9d7e9a5e48abb{\nbackground-color:#e3d5f3;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-cbhxc3d-73acb9a4a6d9cb0c99f9d7e9a5e48abb main_color avia-section-default avia-no-border-styling  avia-builder-el-9  el_after_av_hr  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-bvje1bt-e1c5a2b51596824616de86f6984ec105\">\n#top .hr.hr-invisible.av-bvje1bt-e1c5a2b51596824616de86f6984ec105{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-bvje1bt-e1c5a2b51596824616de86f6984ec105 hr-invisible  avia-builder-el-10  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbatdn-45997c0df7de50f65ba99b2a4b3347d0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW196408401 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW196408401 BCX0\">Bereiken online advertenties wel de juiste mensen?<\/span><\/span><span class=\"EOP SCXW196408401 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-bfij5ax-8f1d0f2abc83916880012be5a5016f62\">\n.flex_column.av-bfij5ax-8f1d0f2abc83916880012be5a5016f62{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-bfij5ax-8f1d0f2abc83916880012be5a5016f62 av_one_full  avia-builder-el-12  el_after_av_textblock  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><p><section  class='av_textblock_section av-kwnbb4hc-16ddcda5e18bebf78287dc16238b3ce5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Om datagedreven te kunnen werken is het allereerst belangrijk om je af te vragen hoe goed de kwaliteit van die data nu daadwerkelijk is. Waar komt de data die je ziet bijvoorbeeld vandaan? En hoe is die data tot stand gekomen? Relevante vragen om jezelf te stellen.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Enkele jaren geleden is er\u00a0<\/span><a href=\"https:\/\/pubsonline.informs.org\/doi\/abs\/10.1287\/mksc.2019.1188?af=R\"><span data-contrast=\"none\">onderzoek<\/span><\/a><span data-contrast=\"auto\">\u00a0gedaan naar de kwaliteit van data wat betreft\u00a0<\/span><a href=\"https:\/\/www.marketingfacts.nl\/berichten\/programmatic-advertising-waar-hebben-we-het-over\"><span data-contrast=\"none\">programmatic display advertising<\/span><\/a><span data-contrast=\"auto\">. In dit systeem gebruikt men diverse geautomatiseerde processen, waaronder het vaststellen van doelgroepen. Om dat concreet te maken worden mensen die op websites over pensioenen komen geplaatst in een oudere leeftijdsgroep dan personen die veelvuldig te vinden zijn op websites over kinderkleding. Nu hebben de onderzoekers (MIT, GroupM en Melbourne Business School) gekeken naar hoe goed die geautomatiseerde processen werken in het juist weergeven van de leeftijd en het geslacht.\u00a0<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kwnbbjk1-8754330e59880df3d7f6e9f829fddaa5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Wat blijkt? De geautomatiseerde processen hebben het geslacht in gemiddeld 42% van de gevallen goed en de leeftijd in slechts 24% van de gevallen. Overige onderzochte attributen scoren zelfs nog slechter. Kortom, miljoenen worden gespendeerd aan onjuiste en niet relevante doelgroepen.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Daarbij wordt overigens ook aangegeven dat er optimalisatie software voorhanden is die de identificatie van doelgroepen kan verbeteren, maar de relatieve extra kosten die daarmee gemoeid zijn wegen niet op tegen de voordelen volgens de onderzoekers.\u00a0<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_2'  class='avia-section av-kwnbaijl-cf97e4e05f5b8c8601273c54edca48e5 main_color avia-section-default avia-no-border-styling  avia-builder-el-15  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-aq5tmxl-e57fdf952c355c37681b98262aa343a1\">\n#top .hr.hr-invisible.av-aq5tmxl-e57fdf952c355c37681b98262aa343a1{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-aq5tmxl-e57fdf952c355c37681b98262aa343a1 hr-invisible  avia-builder-el-16  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbb7my-fe52164a3b2f27a24b7e2f91b9e5de71 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Neem zelf de proef op de som<\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ac1yvx5-5aa4fe1ab37de273398ffb93d624e272\">\n.flex_column.av-ac1yvx5-5aa4fe1ab37de273398ffb93d624e272{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-ac1yvx5-5aa4fe1ab37de273398ffb93d624e272 av_one_half  avia-builder-el-18  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnbcibq-eb1715d2cc430b59a8563079ef4aef85 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW250945940 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW250945940 BCX0\">Om zelf eens te testen hoe goed dergelijke geautomatiseerde modellen jouw als persoon en jouw eigenschappen kunnen voorspellen, kan je ook zelf de proef op de som nemen om te zien of het goed wordt voorspeld. Dat heb ik ook gedaan, hierbij de\u00a0<\/span><\/span><a class=\"Hyperlink SCXW250945940 BCX0\" href=\"http:\/\/www.applymagicsauce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW250945940 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW250945940 BCX0\">link<\/span><\/span><\/a><span class=\"TextRun SCXW250945940 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW250945940 BCX0\">, door een uitdraai te uploaden van mijn LinkedIn data. Hierbij wordt mijn geslacht goed weergegeven, maar qua leeftijd zitten ze er een jaar naast. Ik word jonger geschat, wellicht is dat een subtiel compliment van de software.<\/span><\/span><span class=\"EOP SCXW250945940 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9trhgux-9799ede9005a8ee74f885e32a027b99c\">\n.flex_column.av-9trhgux-9799ede9005a8ee74f885e32a027b99c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-9trhgux-9799ede9005a8ee74f885e32a027b99c av_one_half  avia-builder-el-20  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnbcotl-67215399baeba7fde8255e9781f7effc '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW56757304 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW56757304 BCX0\">Daarnaast wordt er ook naar je persoonlijkheid gekeken en ook daar lees ik een en ander wat ik vind passen bij wie ik ben als persoon. Kortom, in mijn praktijkvoorbeeld zit de voorspelling eigenlijk goed in de richting. Al is het hier natuurlijk N=1 bij 1 partij.<\/span><\/span><span class=\"EOP SCXW56757304 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-kwnbh1ta-07ba1337bb443f779da130b0adf53656 main_color avia-section-default avia-no-border-styling  avia-builder-el-22  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9ckpnuh-e8e1a09de74beb8ac50d4c3418b784a3\">\n#top .hr.hr-invisible.av-9ckpnuh-e8e1a09de74beb8ac50d4c3418b784a3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-9ckpnuh-e8e1a09de74beb8ac50d4c3418b784a3 hr-invisible  avia-builder-el-23  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbcxp6-a0b44582fe8ee175fcd656791b1facc4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW232068363 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW232068363 BCX0\">Robots die klikken op jouw advertentie!?<\/span><\/span><span class=\"EOP SCXW232068363 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vp62ah-522c59260a4394cd0b832f5ed824b124\">\n.flex_column.av-vp62ah-522c59260a4394cd0b832f5ed824b124{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-vp62ah-522c59260a4394cd0b832f5ed824b124 av_one_half  avia-builder-el-25  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnbec5d-162a376a191d7998c6ca01887284696d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW198797063 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW198797063 BCX0\">De resultaten uit het onderzoek werden\u00a0<\/span><\/span><a class=\"Hyperlink SCXW198797063 BCX0\" href=\"https:\/\/business.linkedin.com\/marketing-solutions\/content-marketing\/b2b-trends\/subprime-data-crisis\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW198797063 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW198797063 BCX0\">voorgelegd<\/span><\/span><\/a><span class=\"TextRun SCXW198797063 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW198797063 BCX0\">\u00a0door Peter Weinberg (LinkedIn B2B Institute) aan Dr. Augustine Fou, een onderzoeker en consultant op het gebied van advertentiefraude. Fou geeft daarbij aan dat naast foutieve data men ook rekening dient te houden met robots. Het is namelijk mogelijk voor iemand om een website op te zetten en van daaruit geautomatiseerd een bot op advertenties te laten klikken op die website. Genoeg kliks om op te vallen en te weinig om verdacht te zijn. Vervolgens zien inkopers dat deze website wel een mooie doorklik ratio heeft en wordt daar dus budget aan toegekend. Ook hier zou het gaan om miljoenen aan advertentiebudget die onjuist worden ingezet.<\/span><\/span><span class=\"EOP SCXW198797063 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8j673fd-939deb8b0c9ee1756c4b7958d7a5d0ae\">\n.flex_column.av-8j673fd-939deb8b0c9ee1756c4b7958d7a5d0ae{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-8j673fd-939deb8b0c9ee1756c4b7958d7a5d0ae av_one_half  avia-builder-el-27  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnbgd14-93a60dc76fd78442c54415576224fa83\">\n.avia-image-container.av-kwnbgd14-93a60dc76fd78442c54415576224fa83 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-kwnbgd14-93a60dc76fd78442c54415576224fa83 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-kwnbgd14-93a60dc76fd78442c54415576224fa83 av-styling- avia-align-center  avia-builder-el-28  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-24766 avia-img-lazy-loading-not-24766 avia_image ' src=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/robotclicks-01-300x300.png\" alt='' title='robotclicks-01'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/robotclicks-01.png 300w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/robotclicks-01-80x80.png 80w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/robotclicks-01-36x36.png 36w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/robotclicks-01-180x180.png 180w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnbzqdu-660fccad55e2d675110864bc7d0a977d\">\n.avia-section.av-kwnbzqdu-660fccad55e2d675110864bc7d0a977d{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_4'  class='avia-section av-kwnbzqdu-660fccad55e2d675110864bc7d0a977d main_color avia-section-default avia-no-border-styling  avia-builder-el-29  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-88kstax-fbdd66c9805b492eaabf561446dd1777\">\n#top .hr.hr-invisible.av-88kstax-fbdd66c9805b492eaabf561446dd1777{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-88kstax-fbdd66c9805b492eaabf561446dd1777 hr-invisible  avia-builder-el-30  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbkop9-11de957198b0e7c0b80f04462f60448d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW99073059 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW99073059 BCX0\">Hoe marketeers denken over de kwaliteit van data<\/span><\/span><span class=\"EOP SCXW99073059 BCX0\" data-ccp-props=\"{\"> .<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7oc28ux-f6a522c2e69dade67a2bc4e9a122f043\">\n.flex_column.av-7oc28ux-f6a522c2e69dade67a2bc4e9a122f043{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7oc28ux-f6a522c2e69dade67a2bc4e9a122f043 av_one_half  avia-builder-el-32  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><p><section  class='av_textblock_section av-kwnbju4b-bda91e1363001b50340b544be5ce875d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Naast het eerder behandelde onderzoek, blijkt ook uit diverse studies dat het vertrouwen in de kwaliteit van marketing data voor verbetering vatbaar is.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In 2017 bleek al dat slechts 12% van de B2B marketeers een groot vertrouwen hebben in de nauwkeurigheid van de data die ze managen. Aanvullend gaf 84% van het\u00a0<\/span><a href=\"https:\/\/www.dnb.com\/content\/dam\/english\/economic-and-industry-insight\/the-forrester-wave-b2b-marketing-data-providers-q3-2018.pdf\"><span data-contrast=\"none\">Forrester panel<\/span><\/a><span data-contrast=\"auto\">\u00a0aan dat ze de kwaliteit van hun marketing data zien als een van de 5 grootste zwaktes.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kwnbk44y-1331f7abe79d1d2f07df14040b769b3b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW198797063 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW198797063 BCX0\"><span class=\"TextRun SCXW264735020 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW264735020 BCX0\">Recent <\/span><\/span><a class=\"Hyperlink SCXW264735020 BCX0\" href=\"https:\/\/www.dvj-insights.com\/nl\/marketeers-worstelen-met-hoeveelheid-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW264735020 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264735020 BCX0\">Europees onderzoek<\/span><\/span><\/a><span class=\"TextRun SCXW264735020 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW264735020 BCX0\">\u00a0van DVJ Insights bevestigd dat data gedreven werken nog steeds een uitdaging is. Volgens 72% van de ondervraagde marketeers is door de toename en toepassing van data, data de grootste uitdaging voor de toekomst. Hierbij geven velen aan dat ze geen toegang hebben tot de juiste informatie. Alleen het ontbreken van de juiste capaciteiten om data te analyseren wordt als een nog grotere te nemen hobbel.\u00a0<\/span><\/span><span class=\"EOP SCXW264735020 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/span><\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-795xbnd-5ca6fd551bbf0e0cc5830c917b72fba4\">\n.flex_column.av-795xbnd-5ca6fd551bbf0e0cc5830c917b72fba4{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-795xbnd-5ca6fd551bbf0e0cc5830c917b72fba4 av_one_half  avia-builder-el-35  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnbkcsq-e166ba39b1b04d04821ac036bed51079 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW24323533 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW24323533 BCX0\">Kortom, we zien de uitdagingen als marketeers zelf ook. We blijven echter ook investeren in advertenties bij onjuiste doelgroepen en communiceren naar onjuiste en onrelevante contactpersonen.<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">Is het dan wellicht niet tijd om\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">intern een data steward\/<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">verantwoordelijk<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">e<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0te\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">hebben<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">of\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">gebruik<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0te\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">maken<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">van<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0een\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">externe\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">data expert? Er wordt immers ook samengewerkt met online\/digital experts, copywriters, etc. Waarom dan niet\u00a0<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">op het gebied v<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">an data?<\/span><span class=\"NormalTextRun SCXW24323533 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW24323533 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_5'  class='avia-section av-6jfn4op-a4facd8328b23ac60318be18caaad404 main_color avia-section-default avia-no-border-styling  avia-builder-el-37  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6105o55-df2315657682cf41d2cd9540f724cf90\">\n#top .hr.hr-invisible.av-6105o55-df2315657682cf41d2cd9540f724cf90{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-6105o55-df2315657682cf41d2cd9540f724cf90 hr-invisible  avia-builder-el-38  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbl44b-f226892af8e34b134e885e156adea1a2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW229145602 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW229145602 BCX0\">Is datagedreven werken wel de toekomst?<\/span><\/span><span class=\"EOP SCXW229145602 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5uofd95-9b55f472623617643ffbc85edf61b329\">\n.flex_column.av-5uofd95-9b55f472623617643ffbc85edf61b329{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5uofd95-9b55f472623617643ffbc85edf61b329 av_one_half  avia-builder-el-40  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnbmi3u-06f035731143c4a683d7a001f23bb01a\">\n.avia-image-container.av-kwnbmi3u-06f035731143c4a683d7a001f23bb01a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-kwnbmi3u-06f035731143c4a683d7a001f23bb01a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-kwnbmi3u-06f035731143c4a683d7a001f23bb01a av-styling- avia-align-center  avia-builder-el-41  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-24775 avia-img-lazy-loading-not-24775 avia_image ' src=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/datadrivendecisions-01-300x300.png\" alt='' title='datadrivendecisions-01'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/datadrivendecisions-01.png 300w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/datadrivendecisions-01-80x80.png 80w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/datadrivendecisions-01-36x36.png 36w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/datadrivendecisions-01-180x180.png 180w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5cays61-f8ec65c7fefa1b902e5339bebfe893f7\">\n.flex_column.av-5cays61-f8ec65c7fefa1b902e5339bebfe893f7{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5cays61-f8ec65c7fefa1b902e5339bebfe893f7 av_one_half  avia-builder-el-42  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-kwnbmy57-271cc8d54dd629a16d8d8d9e8cc6f4e6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW92174767 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW92174767 BCX0\">Door alle uitdagingen die er leven zou je jezelf bijna afvragen of het nog wel de moeite waard is om data-driven marketing toe te passen? Nou gelukkig kan ik daar kort in zijn: ja. Het is zeker de moeite waard. In het onderzoek van DVJ Insights zijn namelijk ook goed-presterende bedrijven vergeleken met minder goed-presterende bedrijven.<\/span><\/span><\/p>\n<p>Vanuit die analyse blijkt duidelijk dat de goed presterende bedrijven meer datagedreven zijn. En om dat in perspectief te zetten, het wordt door de 2000 marketeers onder andere boven consistent marketingbeleid en innovatie geplaatst als driver voor groei.<span class=\"EOP SCXW92174767 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_6'  class='avia-section av-4wgu3a1-6f7efededf17c5b27fd7e7f9a84bdb28 main_color avia-section-default avia-no-border-styling  avia-builder-el-44  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-49dxjfd-269880fc044f66a1ce15a686756bac87\">\n#top .hr.hr-invisible.av-49dxjfd-269880fc044f66a1ce15a686756bac87{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-49dxjfd-269880fc044f66a1ce15a686756bac87 hr-invisible  avia-builder-el-45  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbor85-42cc3fb84b7a08092bbb198d8731f320 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Data-driven, maar hoe dan?<\/h2>\n<\/div><\/section>\n<section  class='av_textblock_section av-kwnbnz8c-a436530b442eb8a37cc96b404e6cf4a3 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Datakwaliteit is dus een issue en we zien daar ook de uitdagingen en ondertussen is het ook een belangrijke driver voor groei. Helder, maar hoe ga ik de uitdagingen te lijf hoor ik je denken.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Nou laten we beginnen bij de facetten die de goed presterende bedrijven onder de knie hebben vanuit het eerder aangehaalde\u00a0<\/span><a href=\"https:\/\/www.dvj-insights.com\/nl\/marketeers-worstelen-met-hoeveelheid-data\/\"><span data-contrast=\"none\">Europese onderzoek<\/span><\/a><span data-contrast=\"auto\">. Daarbij werd dus aangegeven dat over de juiste capaciteiten beschikken belangrijker is dan de juiste data of de juiste tools. Op zich wel logisch, want je data kan nog zo goed zijn en uit de juiste tools komen, maar je hebt dan ook wel de capaciteiten nodig om daar de juiste conclusies uit te trekken.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Terugkomend op mijn eerdere punt om wellicht gebruik te maken van een externe data expert\u00a0kan die ook hier zorgen voor de benodigde capaciteiten om de data te analyseren.<\/span><\/p>\n<\/div><\/section>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnc0ecp-31fd8a4a2ab1b9753c09180a14859650\">\n.avia-section.av-kwnc0ecp-31fd8a4a2ab1b9753c09180a14859650{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_7'  class='avia-section av-kwnc0ecp-31fd8a4a2ab1b9753c09180a14859650 main_color avia-section-default avia-no-border-styling  avia-builder-el-48  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-40orj89-68b7a39d4e78631f9e820c1494c6dbb0\">\n#top .hr.hr-invisible.av-40orj89-68b7a39d4e78631f9e820c1494c6dbb0{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-40orj89-68b7a39d4e78631f9e820c1494c6dbb0 hr-invisible  avia-builder-el-49  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbs8hl-5101303d24cf66acb6975eb06b11cc1a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW93418523 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW93418523 BCX0\">Stap voor stap een expert in data\u00a0 worden<\/span><\/span><span class=\"EOP SCXW93418523 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3b99abd-812df9af04d805e755d49e4783ffdfef\">\n.flex_column.av-3b99abd-812df9af04d805e755d49e4783ffdfef{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3b99abd-812df9af04d805e755d49e4783ffdfef av_one_half  avia-builder-el-51  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><p><section  class='av_textblock_section av-kwnc1j0h-0a8b72655e479a721492ce1e20b7c526 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Naast die zoektocht naar de juiste capaciteit is er ook een proces dat vanuit het onderzoek naar voren komt. Hetgeen wordt onderverdeeld naar 3 ontwikkelingsfasen: de start, het gebruik en de verdieping ofwel de expertfase. Waarbij slecht 27% wordt gezien als data expert.\u00a0<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Voor ik hier verder op in ga is het belangrijk om te weten dat deze fasering vergelijkbaar is met het data maturity model dat\u00a0<\/span><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2018-02-05-gartner-survey-shows-organizations-are-slow-to-advance-in-data-and-analytics\"><span data-contrast=\"none\">Gartner<\/span><\/a><span data-contrast=\"auto\">\u00a0begin 2018 presenteerde. Ook daar werd destijds al geconcludeerd\u00a0dat er nog maar weinig data experts zijn ofwel organisaties die het hoogste level van data maturiteit hebben bereikt. Kortom, nog voldoende uitdaging zoals we al eerder concludeerden.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kwnbppuw-9ce82a91400f6dcf8a3e55de574ef042 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">In de 3 fases die uiteen worden gezet, blijkt de grootste winst met name te halen in het opschalen van gebruik naar verdieping. Daarbij is de crux vooral om niet bij elke beslissing data te hebben die de beslissing ondersteunt. Nee, het gaat er juist om dat je bij alle beslissingen data gebruikt. Zo blijkt ook dat goed presterende bedrijven data gebruiken van pricing en merkstrategie tot productintroducties. Overigens geven die partijen ook aan dat er nog meer data gebruikt kan worden om elke beslissing verder te optimaliseren.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2th40op-b34356428668576056e073950c982dd1\">\n.flex_column.av-2th40op-b34356428668576056e073950c982dd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2th40op-b34356428668576056e073950c982dd1 av_one_half  avia-builder-el-54  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnbrw3e-d3a7f2c241b708c15d242368236e130a\">\n.avia-image-container.av-kwnbrw3e-d3a7f2c241b708c15d242368236e130a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-kwnbrw3e-d3a7f2c241b708c15d242368236e130a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-kwnbrw3e-d3a7f2c241b708c15d242368236e130a av-styling- avia-align-center  avia-builder-el-55  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-24779 avia-img-lazy-loading-not-24779 avia_image ' src=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/1-4-is-dataexpert-01-300x300.png\" alt='' title='1-4 is dataexpert-01'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/1-4-is-dataexpert-01.png 300w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/1-4-is-dataexpert-01-80x80.png 80w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/1-4-is-dataexpert-01-36x36.png 36w, https:\/\/smartprofile.io\/wp-content\/uploads\/2021\/12\/1-4-is-dataexpert-01-180x180.png 180w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_8'  class='avia-section av-2r5kwih-c7332d213a456c6ba55da52012b4ade2 main_color avia-section-default avia-no-border-styling  avia-builder-el-56  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1zx8jtl-d8287eb7c2bf7fa6563e36647c95c3d8\">\n#top .hr.hr-invisible.av-1zx8jtl-d8287eb7c2bf7fa6563e36647c95c3d8{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1zx8jtl-d8287eb7c2bf7fa6563e36647c95c3d8 hr-invisible  avia-builder-el-57  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbwv0x-484ead0fe91cc9763047da4ea31f522c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW93418523 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW93418523 BCX0\"><span class=\"TextRun SCXW18434176 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW18434176 BCX0\">Van silo\u2019s naar data-integratie<\/span><\/span><span class=\"EOP SCXW18434176 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><br \/>\n<\/span><\/span><\/h2>\n<\/div><\/section>\n<section  class='av_textblock_section av-kwnbx9ea-d2aad9f09f3b271eb8a44b76bef27772 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\">Naast de juiste capaciteit en toewijding, is het ook van belang dat je data integreert. Dit wordt ook al vele jaren aangehaald door diverse partijen, maar in de praktijk bij nog maar 25% wordt toegepast. Dit blijkt grotendeels te komen door de complexiteit die dit met zich meebrengt.\u00a0Mijn\u00a0tip: start simpel.\u00a0<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Besef je daarbij ook welke\u00a0elementen vanuit de marketing technologie die je toepast fundamenteel zijn en zet die allereerst centraal.\u00a0Gaat het vooral om verkoop en klantbeheer? Dan is je CRM waarschijnlijk het meest fundamenteel\u00a0en pak die dan ook als basis. Is het juist de content? Kies dan vanzelfsprekend voor een contentmanagement oplossing.\u00a0Vervolgens kan je vanuit die basis kijken hoe je zaken daarop kan\/wil aansluiten.\u00a0<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kwnc0nbe-2578fb47894936f22affa154b7751d2e\">\n.avia-section.av-kwnc0nbe-2578fb47894936f22affa154b7751d2e{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_9'  class='avia-section av-kwnc0nbe-2578fb47894936f22affa154b7751d2e main_color avia-section-default avia-no-border-styling  avia-builder-el-60  el_after_av_section  el_before_av_textblock  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1q92995-fb5be50b8baa9ccbc9706f3fe6d8ee98\">\n#top .hr.hr-invisible.av-1q92995-fb5be50b8baa9ccbc9706f3fe6d8ee98{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1q92995-fb5be50b8baa9ccbc9706f3fe6d8ee98 hr-invisible  avia-builder-el-61  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kwnbxhon-be978af3db2882ff7794aac6f1381597 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><span class=\"TextRun SCXW100734671 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW100734671 BCX0\">Zaken waarmee je aan de slag kunt<\/span><\/span><span class=\"EOP SCXW100734671 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/h2>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-zxtlsp-dd1f0f887383938cc10f776faeefa830\">\n.flex_column.av-zxtlsp-dd1f0f887383938cc10f776faeefa830{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-zxtlsp-dd1f0f887383938cc10f776faeefa830 av_one_half  avia-builder-el-63  el_after_av_textblock  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><p><section  class='av_textblock_section av-kwnby2u4-400f79521f541c089e243d78a7617188 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW77453428 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW77453428 BCX0\">In dit blog heb ik laten zien dat datagedreven marketing de nodige uitdagingen met zich meebrengt en zaken waar je als marketeer kritisch naar dient te kijken. Waar komt data vandaan, hoe goed is de kwaliteit, maar bovenal hebben we de juiste capaciteiten om de data te kunnen analyseren.\u00a0<\/span><\/span><span class=\"EOP SCXW77453428 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kwnbyar6-d10cd365a6ecc16ca54ae684585eda35 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW150634899 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW150634899 BCX0\">Daarbij heb je als marketeer een belangrijke rol, los van het aandragen van het belang van datagedreven marketing, is het ook van belang dat je de juiste vragen stelt, integratie intern hoog op de agenda zet en dat je het ook vooral kort en simpel houdt om mee te starten. Te veel data kan juist de besluitvorming verlammen en een averechts effect hebben.\u00a0<\/span><\/span><span class=\"EOP SCXW150634899 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pcjlzt-cecb60cae50424abb2ca56bee2cdb72b\">\n.flex_column.av-pcjlzt-cecb60cae50424abb2ca56bee2cdb72b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pcjlzt-cecb60cae50424abb2ca56bee2cdb72b av_one_half  avia-builder-el-66  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><p><section  class='av_textblock_section av-kwnbykvc-51b838dbabeb157f55d7255c4e96301f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span data-contrast=\"auto\"><span class=\"TextRun SCXW110610615 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW110610615 BCX0\">In deze aanpak sta je zeker niet alleen en kan je gebruik maken van de hulp en expertise van diverse collega\u2019s. Zo zullen andere afdelingen, zoals de IT afdeling, ook baat hebben bij data integratie, want hoe meer silo\u2019s hoe meer onderhoud en hoe meer IT kosten. Daarnaast kan je collega van de inkoop helpen om bij het inkopen van data de lijntjes zo kort mogelijk te houden. Zoals\u00a0<\/span><\/span><a class=\"Hyperlink SCXW110610615 BCX0\" href=\"https:\/\/business.linkedin.com\/marketing-solutions\/content-marketing\/b2b-trends\/subprime-data-crisis\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW110610615 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW110610615 BCX0\">Weinberg<\/span><\/span><\/a><span class=\"TextRun SCXW110610615 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW110610615 BCX0\">\u00a0ook aangeeft, hoe korter de lijntjes hoe minder tussenschakels en hoe minder risico. Menig inkoper zal het daar roerend mee eens zijn en je kunnen helpen om daar werk van te maken.<\/span><\/span><span class=\"EOP SCXW110610615 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kwnbys42-eb99e34de04ee6df194a0f1b1ed34609 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class=\"TextRun SCXW89650084 BCX0\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW89650084 BCX0\">Denk echter ook aan de inzet van\u00a0<\/span><span class=\"NormalTextRun SCXW89650084 BCX0\">externe data experts die kunnen zorgen voor het benodigde stukje analyse capaciteiten,<\/span><span class=\"NormalTextRun SCXW89650084 BCX0\">\u00a0data management en ga zo maar door. Waardoor jij je vooral kan blijven focussen op je marketing taken<\/span><span class=\"NormalTextRun SCXW89650084 BCX0\">, zoals je dat ook kan door de inzet van onder andere online\/digital expert<\/span><span class=\"NormalTextRun SCXW89650084 BCX0\">s en copywriters.\u00a0<\/span><\/span><span class=\"EOP SCXW89650084 BCX0\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_9'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24761'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-kwnbdf3y-3fea9b4a5a6fa1fcc61c4b9bb4f67a1e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><i>Vond je dit blog van Jurgen interessant en wil je meer van dit soort berichten ontvangen?<br \/>\n<a href=\"https:\/\/smartprofile.io\/nl\/inschrijven-voor-nieuwsbrief\/\">Schrijf je hier in voor onze nieuwsbrief!<\/a><\/i><\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":29,"featured_media":0,"parent":21221,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-24761","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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