Attribution (modelling) is a hot topic in digital marketing. All stakeholders have been focussing more and more on attribution: companies, agencies and especially big players like Google have been working and pushing on this subject. The “Why?” is quite clear: since measurability is the big advantage of digital marketing, it’s only logical

If you are looking for a tutorial type of article giving you the 7 steps on “how to use attribution”. This article is not for you. If you expect to come out of this reading with a magic solution to help you define which budgets should be allocated to the different marketing initiatives you are driving. This article

This article is the first in a series in which we’ll cover our vision on B2B marketing and present a pragmatic 3-step model for B2B marketing success. 

Introduction

Like a lot of

Since the 2000s, it is common to hear that companies want to get closer to their respective customers to define themselves as customer-centric. Moreover, these companies have more and more individual customer data available through different channels. Thus, the marketing function moves gradually from mass marketing

TLDR

Yep, you’re doomed!

The longer story

The question “Can a robot do my job?” or the darker variation to that question “Will a robot take my job?” has been asked in fear for many times in history. Every time a technological

Introduction

When people are confronted with a broken car window their first reflex is often to go to the Carglass website and start registering their case. However, we saw that funnels are often abandoned, even though people have damaged windshields.

This is unfortunate for Carglass because people seem to lose the urgency

Risk

This is the second article in a series of 7. Here we are building further on the article ‘Cookieless Series Part 1 - How ITP & GDPR are affecting your marketing results’,

The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming programmatic, voice

Doritos - For the Bold

The global Doritos slogan is ‘For the Bold’, this because it focuses on a very young target group (16-24-year-olds). However, in Belgium the brand did not have strong connotations with boldness, so we had to install the ‘For the Bold’ concept by creating a push brand awareness campaign with limited budget/resources in the first phase. Based on

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