Amsterdam Data Collective continues to grow and expands its product and service offering for Retail clients and Marketeers. Our new colleague Hans van Avendonk joins us as Senior Manager, with a special focus on data science for marketing and customer experience. Let’s meet him.
First, can you tell me a little bit about yourself?
Since graduating from Erasmus University I have been working in marketing in various corporate and agency roles for over 20 years. I worked in senior roles at Nationale-Nederlanden and Landal GreenParks and for blue chip clients in financial services, FMCG, retail and automotive. The thread through my career is helping brands grow. Starting 2018 I’ve been upskilling myself in data science and artificial intelligence, given the growing importance for marketing and my personal interest in data-driven decision making. Thanks to data science and advanced analytics we are finally moving towards a truly data-driven marketing profession. You could say that I gradually developed from “mad man” into “math man”. I now combine my extensive domain knowledge in marketing with data science expertise with the aim to help companies deliver more value to the customer and the organization.
On a personal note: I live in Amsterdam together with my wife Annegien and our twin daughters.
What is it that appealed to you specifically about Amsterdam Data Collective?
ADC is a uniquely positioned by combining the best of strategy consulting and data science: they help organisations realise the potential of data science. This is a perfect fit with my personal ambition to increase marketing effectiveness by bridging the gap with data science. We focus on delivering maximum impact by including operationalization and monetization. The value of this way of working to clients is reflected in the consistent growth of ADC over the years.
When I first met some of the people at ADC I also noticed these are some of the smartest minds in strategy and data science and a real ‘collective’. I was very excited by the prospect to work in this team.
What will you be working on at ADC?
I will be primarily focussing on leveraging the end-end data science approach of ADC in customer analytics. Given my background in Financial Services, the large footprint of ADC in this industry and the customer analytics opportunities, this will be important part of my work. But ADC is also quickly growing outside Financial Services with new projects coming in from the Retail sector. Given the high value that can be realised with data science in this sector, this will definitely be a focus area too.
According to you, what are the major advantages for organizations of applying data science in marketing and customer analytics?
Roughly speaking the value to be realized with data-driven marketing and customer experience can be divided in 3 categories:
- Decreased costs: by (partly) automating certain tasks and reaching your customers more efficiently
- Higher Customer Lifetime Value: by increasing cross-sell (recommendations), better customer experience (personal and frictionless) and better insights (e.g. review analysis and NPS prediction)
- Competitive advantage: higher organizational agility, more engaged service staff (by automating routine tasks and supporting them in value adding tasks), better realtime insights
But it all starts with identifying you business challenges and assessing how data-driven decision making can helps solving them. Data science will not deliver its envisioned impact, if data scientists do not understand the marketing strategy or if marketing leaders do not understand the potential and constraints of data science.