In recent years, data, web, and app analytics have grown into the undisputed epicentre of many a marketing plan. Data is used for the evaluation of marketing activities, to make adjustments at any time or even to predict the outcome in advance.
The efficient use of data in marketing is inextricably linked to the outlining of the right marketing strategy. Only when it is clear ‘who’ the client is, ‘why’ they are a client and ‘how’ this client uses (web) applications, can the data points that are essential to measure be determined.
I always work on the implementation and analysis based on the underlying marketing strategy. This pragmatic approach prevents the implementation of unnecessary ‘nice-to-have’ features and analysis, and allows me to focus on the elements that really help my clients achieve their marketing goals.