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01 July 2021 12:00-13:30 OnlineRegistreer voor Evenement
Setup Vvb July 1

This is a unique event where the DDMA, Visser & van Baars, Google Cloud, Crystalloids and ANWB team up to serve you with great content about organizing marketing technology and analytics to serve the customer.

To be able to apply personalisation, it is essential to know and understand the customer. The customer journey starts with the first contact with the customer-to-be, it intensifies with purchases, it broadens with behaviour on the website and from other interactions. Every interaction contributes to getting to know the customer better. If you have mapped all this out, you can speak of a central customer view. When having this view, you can make smart decisions based on all data features and use it to improve the customer experience.


  • Largest association for data and marketing in the Netherlands

  • A non-profit knowledge platform based in Amsterdam

  • Represent the Dutch industry of data and marketing

  • The goal is to raise our sector to a higher level by increasing the knowledge and knowhow

  • 330 company members; brands, agencies, publishers, nonprofits, and marketing service providers

DDMA & Crystalloids - Organizing the foundation of data & technology

The goal of having a central customer view is that it enables you to serve the customer at the right time, via the right channel with the right message for the right ad price with relevant products or service communications. To this end, it is important that sufficient data becomes available and that data streams are automated, and the data quality is being checked. Jan Hendrik shows the advantages and disadvantages of the technological solutions and how you can achieve a flexible and future-proof cloud and marketing technology stack.

ANWB - Members massive fans of ANWB: data and technology foundation as enabler (Winner of DDMA Customer Data Award 2020)

The purpose of ANWB is to make its members are massive fans. Massive fans translate for the ANWB into more members, members who are very satisfied with the service and members who purchase more and more products from the ANWB. Personalised marketing is an important driver for these business objectives. The data and technology foundation are a precondition for personalization. This talk takes you through the journey we have made within the ANWB in recent years, with the emphasis on how we organize the data and which technology choices we have made and why. The efforts of ANWB resulted for ANWB in winning the Customer Data Award 2020. After that moment ANWB became member of the counsel Data, Decisions & Engagement of DDMA.

DDMA & Google Cloud – What’s next in Marketing Analytics

When the data foundation is ready, the fun part starts! Then decisioning starts on what to serve the customer and the reporting can be implemented. You will discover how Google sees the marketing analytics world moving forward and what next level insights can be generated with minimum efforts. Example use-cases will be shared.


12.00 - 12.05 Introduction by moderator of Visser & van Baars +

12.05 - 12.30 Jan Hendrik Fleury Chairman at DDMA council Data, Decisions & Engagement + Management Team Crystalloids

12.30 - 12.55 Arnold Moeken – Manager Customer Analytics ANWB

12.55 - 13.15 Rokesh Jankie - DDMA AI (Artificial Intelligence) council + Google Cloud Sales Engineering Manager