Een samenvatting van het basisboek Data-Driven Marketing
Hoofdstuk 1, 2, 3, 4, 5.1 + 5.3, 6 en 8.1 t/m 8.4.
De samenvatting is duidelijk, uitgebreid en inclusief alle belangrijke plaatjes.
,Inhoudsopgave
Hoofdstuk 1. Strategie........................................................................................................5
1.2. De strategieparadox...............................................................................................................5
1.3. Strategische flexibiliteit..........................................................................................................6
1.3.1. Porter versus Mintzberg........................................................................................................................6
1.3.2. Emergent strategy.................................................................................................................................6
1.4. Data-gedreven strategie.........................................................................................................6
1.5. Ingrediënten voor een data-gedreven organisatie..................................................................8
1.6. Proces.....................................................................................................................................9
1.6.1. De PEACO-cirkel.....................................................................................................................................9
1.6.2. Framework voor data-gedreven marketing........................................................................................12
1.6.3. De rol van data in marketing...............................................................................................................12
1.6.4. Starten met data-gedreven marketing................................................................................................13
1.6.5 Experimentatieproces...........................................................................................................................14
1.7. Organisatie...........................................................................................................................14
1.8. Data-gedreven organisatiecultuur........................................................................................18
1.9. Mensen................................................................................................................................19
Hoofdstuk 2. Dataverzameling..........................................................................................25
2.1. De verschillende smaken data..............................................................................................25
2.2. Associaties............................................................................................................................25
2.3. Beslissingen..........................................................................................................................26
2.4. Gedrag..................................................................................................................................29
2.5. Kies de juiste data................................................................................................................30
2.6. Dataverzamelingsmethodes.................................................................................................31
2.6.1. Enquête................................................................................................................................................31
2.6.2. Interview..............................................................................................................................................31
2.6.3. Focusgroep..........................................................................................................................................32
2.6.4. Observatie............................................................................................................................................32
2.6.5. Brand tracking......................................................................................................................................32
2.6.6. Hersenscans.........................................................................................................................................33
2.6.7. Biometrics............................................................................................................................................34
2.6.8. Associatietesten...................................................................................................................................34
2.6.9. Experiment...........................................................................................................................................35
2.6.10. A/B- en multivariatie test..................................................................................................................35
2.6.11. (Social)mediamonitoringstools..........................................................................................................35
2.6.12. Gebruikersonderzoek........................................................................................................................36
2.6.13. On-page surveys................................................................................................................................37
2.6.14. Eye- & mousetracking........................................................................................................................37
2.6.15. Gebruikersfeedback...........................................................................................................................37
2.6.16. Zoekwoordenonderzoek....................................................................................................................37
2.6.17. SEO-analytics tools............................................................................................................................38
2.6.18. Digital analytics tools.........................................................................................................................38
2.7. Kies de juiste dataverzamelingsmethode..............................................................................39
2.9. Synthese...............................................................................................................................41
, 2.10. Uitdagingen........................................................................................................................43
2.10.1. Cookies of geen cookies?...................................................................................................................43
2.10.2. Verkokering........................................................................................................................................43
2.10.3. Techniek.............................................................................................................................................43
2.10.4. Organisatie.........................................................................................................................................43
2.10.5. Complexere customer journeys........................................................................................................44
2.10.6. Van apparaten naar personen...........................................................................................................44
2.10.7. Online en offline................................................................................................................................44
Hoofdstuk 3. Privacy.........................................................................................................46
3.1. Privacywetgeving..................................................................................................................46
3.2. Recht en plicht tot het verwerken van persoonsgegevens....................................................47
3.2.1. Recht of verplichting............................................................................................................................47
3.2.2. Toestemming.......................................................................................................................................47
3.3. Andere relevante zaken betreffende privacy........................................................................48
3.3.1. Informatieplicht...................................................................................................................................48
3.3.2. Doelbindingsvereiste...........................................................................................................................49
3.3.3. Bewaartermijn.....................................................................................................................................49
3.3.4. Rechten van betrokkenen....................................................................................................................49
3.3.5. Privacy by design en privacy by default...............................................................................................49
3.3.6. Verwerkersovereenkomst...................................................................................................................49
3.3.7. Privacy shield.......................................................................................................................................50
3.3.8. Functionele gegevensbescherming.....................................................................................................50
3.4. Beveiliging van persoonsgegevens........................................................................................50
3.5. Gevolgen als er iets misgaat.................................................................................................51
3.6. Kritiek & 3.7. Ethiek..............................................................................................................51
3.8. Data en privacy: hoe ziet de toekomst eruit?.......................................................................52
Hoofdstuk 4. Metrics.........................................................................................................53
4.1. Van strategie naar KPI..........................................................................................................53
4.2. Hoe bepaal je de juiste metrics?...........................................................................................53
4.2.1. Het SNM-model...................................................................................................................................53
4.2.2. Een voorbeeld van een ingevuld SNM-model.....................................................................................55
4.3. Wat is een goede metric?.....................................................................................................55
4.3.1. Dimensies.............................................................................................................................................56
4.3.2. Doelwaarde..........................................................................................................................................56
4.3.3. Critical few...........................................................................................................................................56
4.4. Context: metrics in de fasen van de customer journey.........................................................56
4.4.1. Metrics in de awarenessfase...............................................................................................................57
4.4.2. Metrics in de consideration-fase.........................................................................................................58
4.4.3. Metrics in de aankoopfase..................................................................................................................60
4.4.4. Metrics in de loyaliteitsfase.................................................................................................................63
, 5.1.7. Kruistabellen........................................................................................................................................74
5.3. Omgaan met data.................................................................................................................75
5.3.1. Goodhart’s law.....................................................................................................................................75
5.3.2. De McNamara Fallacy..........................................................................................................................75
5.3.3. Wees altijd kritisch...............................................................................................................................76
5.3.4. Laat je niet leiden door data................................................................................................................76
5.3.5. Helaas weten we niet veel...................................................................................................................76
5.3.6. Minder weten is soms meer weten.....................................................................................................77
5.3.7. Voorkom vertekening..........................................................................................................................77
5.3.8. Data-analytics ene je intuïtie...............................................................................................................78
Hoofdstuk 6. Data communiceren.....................................................................................80
6.1. Belang van goede communicatie over data..........................................................................80
6.2. Datastorystelling..................................................................................................................80
6.2.1. Datavisualisatie....................................................................................................................................80
6.2.2. Interpretatie van visuele informatie....................................................................................................81
6.3. Effectieve datacommunicatie...............................................................................................81
6.4. Veelgebruikte datavisualisaties............................................................................................82
Hoofdstuk 8......................................................................................................................84
8.1. Definitie van big data............................................................................................................84
8.2. Voorspellende waarde van big data.....................................................................................84
8.3. Verschil met small data........................................................................................................85
8.3.1. Van small naar big data.......................................................................................................................85
8.3.2. Van precisie naar rommeligheid..........................................................................................................85
8.3.3. Van causaliteit naar correlatie.............................................................................................................86
8.3.4. De voorspellende waarde van big data...............................................................................................86
8.4. Beperkingen en uitdagingen.................................................................................................86
8.4.1. Correlatie versus causaliteit................................................................................................................87
8.4.2. Je weet niet wat je weet......................................................................................................................87
8.4.4. Over alle data beschikken is onrealistisch...........................................................................................89
8.4.5. Mensen aan het roer...........................................................................................................................89
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