{"id":25272,"date":"2021-12-09T10:41:55","date_gmt":"2021-12-09T09:41:55","guid":{"rendered":"https:\/\/smartprofile.io\/?p=25272"},"modified":"2021-12-24T09:00:21","modified_gmt":"2021-12-24T08:00:21","slug":"datagedreven-marketing","status":"publish","type":"post","link":"https:\/\/smartprofile.io\/nl\/blog-nl\/datagedreven-marketing\/","title":{"rendered":"Datagedreven Marketing"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-waeub5k-3f4bf68e2f01ab4e702f1d302b2fbc44\">\n#top .hr.hr-invisible.av-waeub5k-3f4bf68e2f01ab4e702f1d302b2fbc44{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-waeub5k-3f4bf68e2f01ab4e702f1d302b2fbc44 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-vsl1114-d2b8e1bcefccd10e66fc6a80cdab1c75\">\n.flex_column.av-vsl1114-d2b8e1bcefccd10e66fc6a80cdab1c75{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-vsl1114-d2b8e1bcefccd10e66fc6a80cdab1c75 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-34rc34o-d586b53199ce9c1cb595ec2fde9dab88 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-v3vwa7s-ed12e9658c888762e104da7feaf3773e sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v3vwa7s-ed12e9658c888762e104da7feaf3773e\">\n.flex_column.av-v3vwa7s-ed12e9658c888762e104da7feaf3773e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-v3vwa7s-ed12e9658c888762e104da7feaf3773e 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-undtyt4-ba34819ecb5f1562c43028f578769359 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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\">In dit blog wil ik je niet onze 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><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-u8irpg8-4301fd719d32f1361da4df6ed399c7e8\">\n.flex_column.av-u8irpg8-4301fd719d32f1361da4df6ed399c7e8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-u8irpg8-4301fd719d32f1361da4df6ed399c7e8 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-tpyehqw-21a5f2db9cd29dbeedd79a5573f52a09\">\n.avia-image-container.av-tpyehqw-21a5f2db9cd29dbeedd79a5573f52a09 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-tpyehqw-21a5f2db9cd29dbeedd79a5573f52a09 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-tpyehqw-21a5f2db9cd29dbeedd79a5573f52a09 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-te0d3i0-7263708a5227e728adb9b6606e5108ee '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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 --><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-sllie7s-0f92236264fcbd64a14fb601cb8ceafb\">\n#top .hr.hr-invisible.av-sllie7s-0f92236264fcbd64a14fb601cb8ceafb{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-sllie7s-0f92236264fcbd64a14fb601cb8ceafb 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-2u6j8m0-f16fa9d3628d04c7a5878744c78e738d\">\n.avia-section.av-2u6j8m0-f16fa9d3628d04c7a5878744c78e738d{\nbackground-color:#e3d5f3;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-2u6j8m0-f16fa9d3628d04c7a5878744c78e738d 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-s071c9k-0664043ef299e5ff7a5993747bac7e26\">\n#top .hr.hr-invisible.av-s071c9k-0664043ef299e5ff7a5993747bac7e26{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-s071c9k-0664043ef299e5ff7a5993747bac7e26 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-ree9vso-8e722bbd6246e3193db94b9e6a3da764 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-qxf4fbs-968a4771733f46c6ef1afbd96e931c26\">\n.flex_column.av-qxf4fbs-968a4771733f46c6ef1afbd96e931c26{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-qxf4fbs-968a4771733f46c6ef1afbd96e931c26 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-qg8nc48-733effe4455d1d20fd32e2697f925d51 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-px1cxmg-d1d36226bba0bae567f1163be3c9d599 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-pmhkiu0-27a1a21d743c162f5c048ac1d454c302 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-p74641k-54c9476694e381f755f4048b42ae6d64\">\n#top .hr.hr-invisible.av-p74641k-54c9476694e381f755f4048b42ae6d64{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-p74641k-54c9476694e381f755f4048b42ae6d64 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-oge3rmg-97fdcc68743c488b598600ee2ae0d90e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-oa7fndk-766db47d2f352c06bb3b0818aac28b03\">\n.flex_column.av-oa7fndk-766db47d2f352c06bb3b0818aac28b03{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-oa7fndk-766db47d2f352c06bb3b0818aac28b03 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-nhzffjs-28f5ecf4a1b3885651d9f5633d5d80ad '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-n5paxq0-96cd781dec82f7dd57764894fd7b8d9b\">\n.flex_column.av-n5paxq0-96cd781dec82f7dd57764894fd7b8d9b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-n5paxq0-96cd781dec82f7dd57764894fd7b8d9b 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-mqhdpp4-1df4e62241e4206e36cf39d2305f44b6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-m6hc2oo-10e56e8f1d62a2cf6b9233c3e3c1bccc 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lwiz9o8-072d255b5b59db04cb6625c1070329b6\">\n#top .hr.hr-invisible.av-lwiz9o8-072d255b5b59db04cb6625c1070329b6{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lwiz9o8-072d255b5b59db04cb6625c1070329b6 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-ljm8auw-14fc21a05a93631aa2f709228e94660e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-kssy7rs-6e24a2a2d297e7aab329dbd0607c8402\">\n.flex_column.av-kssy7rs-6e24a2a2d297e7aab329dbd0607c8402{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-kssy7rs-6e24a2a2d297e7aab329dbd0607c8402 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-knoz9ug-3ca8c82d4469e55d7135fc00f6b58a83 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-jwxnx20-6a94468c5bd02a9af4b3daeb1d7ff54d\">\n.flex_column.av-jwxnx20-6a94468c5bd02a9af4b3daeb1d7ff54d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jwxnx20-6a94468c5bd02a9af4b3daeb1d7ff54d 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-jex6kyg-57ea015aeb14cbcee7854a06f54147b5\">\n.avia-image-container.av-jex6kyg-57ea015aeb14cbcee7854a06f54147b5 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-jex6kyg-57ea015aeb14cbcee7854a06f54147b5 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-jex6kyg-57ea015aeb14cbcee7854a06f54147b5 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-j9yqyyg-4773a6580698942e029c870387172a34\">\n.avia-section.av-j9yqyyg-4773a6580698942e029c870387172a34{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_4'  class='avia-section av-j9yqyyg-4773a6580698942e029c870387172a34 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ip1jhjs-be484200a377d688e612503e0ab15186\">\n#top .hr.hr-invisible.av-ip1jhjs-be484200a377d688e612503e0ab15186{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-ip1jhjs-be484200a377d688e612503e0ab15186 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-1t73khk-6c05db74ce3bb92862b50b55f1a776a6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-huybfiw-1a70e91cf944ef0a14405ef2f86e942b\">\n.flex_column.av-huybfiw-1a70e91cf944ef0a14405ef2f86e942b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-huybfiw-1a70e91cf944ef0a14405ef2f86e942b 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-1psqzo8-b0907eb46866148f97db351dd7bd43fd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-gsk3hi0-270a838a6a29576bab6ef53046196bf1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-g6rr15k-a6c9c22da51d26df183cb3807ec544c6\">\n.flex_column.av-g6rr15k-a6c9c22da51d26df183cb3807ec544c6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-g6rr15k-a6c9c22da51d26df183cb3807ec544c6 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-ftq6gc8-69b1802c0f98bb3b59231d945d21a133 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-fcd1b5k-8a2a0f884781caa942e5173ef8d7ad56 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-eu6ns60-cff716e4f86e326b162f1a6ffecb7e48\">\n#top .hr.hr-invisible.av-eu6ns60-cff716e4f86e326b162f1a6ffecb7e48{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-eu6ns60-cff716e4f86e326b162f1a6ffecb7e48 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-eolazdk-b4a02defe63f93b13303b26425e3f763 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-du99plk-6e0f9f6ecc07a911655a4227016706d5\">\n.flex_column.av-du99plk-6e0f9f6ecc07a911655a4227016706d5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-du99plk-6e0f9f6ecc07a911655a4227016706d5 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-dk4nuqg-353276897c7e363a13a337fc033f2071\">\n.avia-image-container.av-dk4nuqg-353276897c7e363a13a337fc033f2071 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-dk4nuqg-353276897c7e363a13a337fc033f2071 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-dk4nuqg-353276897c7e363a13a337fc033f2071 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-d7frt3s-c2cc0cc740a40d204523b71e099d0825\">\n.flex_column.av-d7frt3s-c2cc0cc740a40d204523b71e099d0825{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-d7frt3s-c2cc0cc740a40d204523b71e099d0825 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-19c1yyg-3a2853c4411eb717abfbd586fe661008 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-c0pzapk-4feb7513be8c35fef59db171042ab228 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-bxgc1ko-f2c5edeba4836447c087e276ed5c7497\">\n#top .hr.hr-invisible.av-bxgc1ko-f2c5edeba4836447c087e276ed5c7497{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-bxgc1ko-f2c5edeba4836447c087e276ed5c7497 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-b4ratug-499883f1a796bca630537a860a97de51 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Data-driven, maar hoe dan?<\/h2>\n<\/div><\/section>\n<section  class='av_textblock_section av-at6ljjs-1f411576782417c2a7b2ae7e4462ef8e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-ajvti3c-5b5db97ba00bf5f8ad9e1bfe9bdded22\">\n.avia-section.av-ajvti3c-5b5db97ba00bf5f8ad9e1bfe9bdded22{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_7'  class='avia-section av-ajvti3c-5b5db97ba00bf5f8ad9e1bfe9bdded22 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9z9g3w8-884be93bef939533396517210c74fcf1\">\n#top .hr.hr-invisible.av-9z9g3w8-884be93bef939533396517210c74fcf1{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-9z9g3w8-884be93bef939533396517210c74fcf1 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-98pc3iw-f55d22ab21d105c0edf716ad8b41f5f4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-93jefaw-4012a443205ce2c0b50b93cfb9db1774\">\n.flex_column.av-93jefaw-4012a443205ce2c0b50b93cfb9db1774{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-93jefaw-4012a443205ce2c0b50b93cfb9db1774 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-8i8qjmg-114b0981008616ef28ad75c8a179eab7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-82dap7c-f24627a0100a576cf66a3359ca41bedb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-7jrqmag-a5e552a8bf7703c41efa034ec833b5c5\">\n.flex_column.av-7jrqmag-a5e552a8bf7703c41efa034ec833b5c5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7jrqmag-a5e552a8bf7703c41efa034ec833b5c5 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-708nu0o-ccd84acf61c4d5154dcb29a79da9f7bc\">\n.avia-image-container.av-708nu0o-ccd84acf61c4d5154dcb29a79da9f7bc img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-708nu0o-ccd84acf61c4d5154dcb29a79da9f7bc .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-708nu0o-ccd84acf61c4d5154dcb29a79da9f7bc 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-6l7to3c-1202d547ab9046b4e88a3f0169751cc0 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6eytyl4-fdea2dd1f80abcc906399c1419e761ce\">\n#top .hr.hr-invisible.av-6eytyl4-fdea2dd1f80abcc906399c1419e761ce{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-6eytyl4-fdea2dd1f80abcc906399c1419e761ce 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-5tz0648-8b399259b23f1c6e0389697e7ba8c916 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-5bwfteg-cf22a075527c949b811b0557a351b5bd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-4v17tiw-50c6cb10a1984ec467bc22971f79dd39\">\n.avia-section.av-4v17tiw-50c6cb10a1984ec467bc22971f79dd39{\nbackground-color:#dbcbf0;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_9'  class='avia-section av-4v17tiw-50c6cb10a1984ec467bc22971f79dd39 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-25272'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-49paxh4-cc879d4f670246fc07dc93b2c028e361\">\n#top .hr.hr-invisible.av-49paxh4-cc879d4f670246fc07dc93b2c028e361{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-49paxh4-cc879d4f670246fc07dc93b2c028e361 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-3yaup14-c99aecb9a6f9248e97eef5270ad7d85e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-3mxpm48-8eda60cf247f779f325cfcfc4d8ee399\">\n.flex_column.av-3mxpm48-8eda60cf247f779f325cfcfc4d8ee399{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3mxpm48-8eda60cf247f779f325cfcfc4d8ee399 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-2y0yirc-c76c1d4881962e617ae4dbf33248ef82 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-2e3j6t4-3b4a27469680afe64bf93f0226e04a07 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-24nxjco-a1bfa3e5f41e8212293a980242741120\">\n.flex_column.av-24nxjco-a1bfa3e5f41e8212293a980242741120{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-24nxjco-a1bfa3e5f41e8212293a980242741120 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-5otnlk-bfe18ea2474893ce41110b5af1cdbc63 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-1579qvs-81c087715c85bb572dab8ef5889015d5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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-25272'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-ok58u0-87817e03feea51eba382366832771c24 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><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":25276,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-25272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nl"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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