Hey! In this edition of the Data & Marketing Science newsletter, you’ll find an explanation of a Qreach planning tool in the Data Spotlight, an article about digital accessibility & CXO in Data Deepdive, and an explanation of Engaged Qvisit in Market Trends.
Data Spotlight – Qreach planning tool
Media campaigns can reach a huge audience, but how do you measure the quality of that reach within a specific media channel? More importantly, can you calculate this in advance and plan accordingly?
Meet the Qreach Planning Tool, built by the Marketing Engineers of our Data Craft: an essential solution for media planners and strategists. With this tool, you can plan and configure the qualitative reach of your media campaigns and accurately predict the impact.
A unique tool and method to help our clients maximize their impact and achieve the best “reach per euro” when planning brand campaigns. Curious about the possibilities? Let us know.
Data Deepdive – Digital accessibility & CXO
Millions of people in the Netherlands have a disability that affects how they use the internet, such as a motor or visual impairment. A website that is accessible to everyone ensures that you don’t unnecessarily miss out on revenue. In June, a law will come into effect that mandates accessibility guidelines for many companies. Read more about this law in this article, and how CXO can help your client comply with the guidelines in the best possible way.
Market Trends – Kruidvat introduces Engaged Qvisit
Within GroupM, we have been using Qvisit for years to measure the reach of relevant audiences through our campaigns based on qualitative website sessions. For Kruidvat, this metric was not functioning technically well and was not uniformly implemented across all brands, countries, and subdomains. That’s why we introduced the Engaged Qvisit at Kruidvat.
This new metric measures qualitative visits in the form of engagement based on a) a visit of at least 10 seconds, or b) at least two page views, or c) performing a key action, such as adding a product to your shopping cart.
In recent months, we have implemented the new Engaged Qvisit in such a way that it can be found not only in Google Analytics and Jarvis, but is also available in all ad platforms for direct media control. As of February 1st, the campaigns for Kruidvat NL and BE and Trekpleister have switched to this new Engaged Qvisit and we are optimizing our campaigns based on better data.
Want to know more? Contact our team of Digital Analytics Specialists or let us know
Agenda
Internal training & events
- Carnival @ Eindhoven Office – February 28th
- CXO ad optimization training – March 13th & 27th
- GA4 introduction – April 9th
External training & events
- Google introduces Meridian for Marketing Mix Modelling – February 25th
- DEVWorld – February 27th & 28th
- MIE 2025 – March 18th & 19th
- Emerce Conversion & Analytics – April 10th
