Data & Marketing science newsletter – May – The Marketing Technologist

Hey! In this edition of the Data & Marketing Science newsletter, you will find an introduction of the M.A.R.S. team in the Data Spotlight, an explanation of Global Analytics in the Market Trends, and a case about BigIntel in Data Deepdive.

Data Spotlight: M.A.R.S. team

Since January, the Marketing Analytics & Reporting Solutions (M.A.R.S.) team has served as the central point of contact for campaign performance data and dashboard solutions. By uniting the expertise of UDT and data specialists from across our agencies and practices, we combine strengths in product ownership, data engineering, and analytics. The result: a unified, data-driven approach to meet all your campaign and reporting needs.

Over the past few months, we’ve focused on standardizing and automating key processes, establishing a central support structure, optimizing the Campaign Insights Model (CIM), migrating legacy pipelines, and developing the Marketing Insights App (MIA). We’ve also delivered tailored solutions for clients including Louwman, Odido, and Colgate.

Looking ahead, our priorities include further standardization, scalable automation, data enrichment (in collaboration with the JARVIS team), modular expansion of MIA, and the development of an AI-powered reporting tool in partnership with team BOOST. All with one clear goal: to provide you and our clients with faster, smarter, and more consistent access to reliable data and actionable insights.

Stay tuned! Want to learn more? Contact us

Data Deepdive: Global Analytics & Consent Management as a Service

Advertisers with complex digital landscapes (multiple websites/apps across various brands or countries) face the challenge of a) balancing global marketing and insights consistency with b) local team autonomy in media, data and tech, and c) being compliant with strict data privacy regulations. One example is our client Randstad, the global leader, in HR with 200+ websites across 40 countries in 5 continents.

With our product Global Analytics & Consent Management as a Service, we offer the solution, right from our Eindhoven office: a “freedom within the frame” approach to analytics, tag, and consent management. These services include:

Global management: Roll-out and maintenance of global blueprints, data layer designs, and consent management solutions (like OneTrust), guarding global data processes, managing GTM and GA at scale, documenting all marketing tags and their owners, and providing real-time compliance and data quality monitoring.

Local flexibility: A responsive digital analytics support team with a global service desk handles change requests for insights and marketing tags, provides fast answers to questions, and offers SLAs for enhancements and incident handling.

This allows global teams to rely on centralised, consistent insights, empowers local teams to maximise marketing value without needing local technical resources, and assures Data Protection Officers that all digital platforms adhere to their guidelines.

Want to discuss this for your client? Contact us!

Case: BigIntel

This month’s case shows you how BigIntel significantly improves the performance of display and video campaigns.

BigIntel is an AI-driven research method that maps your client’s market based on digital search behaviour in Google.

These insights help in defining better audiences and in finding domains that are most relevant to your audience.

Click here to read the BigIntel case

Agenda

Internal training & events