Une stratégie de données et de segmentation pour prendre les bonnes décisions

iO est un partenaire Google Cloud qui aide les organisations à exploiter la puissance du cloud pour le stockage, analytics, le développement et bien d'autres.

Gérez et surveillez facilement les préférences de confidentialité de votre site avec OneTrust. Nos experts vous y aident.

Usercentrics (or Cookiebot) offers easy, transparent, GDPR compliant management of user consent and data.

CookieHub est la plateforme de gestion des consentements (CMP) pour faire de la protection de la vie privée une priorité au sein de votre organisation.

If you know your consumer, you can answer to their needs better. iO helps you with in-depth insights from market and consumer research.

Votre stratégie est-elle basée sur des intuitions ou la recherche et l'analyse ? Nos experts vous montrent la voie.

Renforcez vos ambitions technologiques grâce à une stratégie approfondie qui tient compte du budget et de l’évolutivité. Découvrez comment nous pouvons vous aider.

Du contenu à la publicité en passant par les outils de tracking : avec un audit médias & performance, nos experts vous guident pour votre prochaine étape dans le monde digital.

Renforcer sa relation client, booster son image de marque et sa visibilité en ligne grâce au community management et au marketing conversationnel.

L'IA n'est pas qu'une tendance sympa. Nos experts sont là pour vous montrer comment l'IA peut apporter de la valeur à votre organisation.

Améliorez l'accessibilité de votre site web grâce aux conseils des experts d'iO. Découvrez où en est votre organisation et contribuez dès aujourd'hui à bâtir un monde numérique plus inclusif.

How do you grant your organisation lasting protection? With a clear overview of the weaknesses, vulnerabilities and security risks in your digital ecosystem. Read how a technology & security audit can help your business case.

La mesure et l'attribution vous diront quelles actions mènent à quels résultats. Les experts iO sont là pour vous dire comment.

Structurez le chaos du big data grâce aux entrepôts de données et à une bonne gestion. Les experts d'iO vous y aident.

En analysant correctement vos données brutes, vous obtiendrez de meilleurs résultats. Nos experts vous aident à vous lancer dans l'analyse de données.

Avec iO et la bonne plateforme de gestion du consentement, vos utilisateurs comprennent et vous font confiance avec les données que vous collectez, les cookies que vous utilisez, et plus encore.

We’ve all noticed that in the dynamic world of marketing data, traditional attribution models are less and less relevant. Changes in technology and legislation mean that we have to look for alternatives. Modelling of marketing data is playing an increasingly prominent role and is becoming more accessible to organisations. Marketing Mix Modelling offers you unique insights into channels that are increasingly difficult to predict in a cookieless world. Find out all about it in this webinar.

The 2023 summer holidays are behind us and it's time for organisations to set their budgets for 2024. And that is often a more difficult task than we would like to admit.   We wouldn't be iO if we hadn't come up with anything to help you with that tedious task... Get 15 tips to make your marketing and digitisation budget for 2024 smarterOr jump into the minigame first and collect gold coins in our virtual office building.

The 2023 summer holidays are behind us and it's time for organisations to set their budgets for 2024. And that is often a more difficult task than we would like to admit.   We wouldn't be iO if we hadn't come up with anything to help you with that tedious task... Get 15 tips to make your marketing and digitisation budget for 2024 smarter

The digital landscape is in constant motion. We’re in the midst of one of the biggest shifts of the last couple of years. The days of third-party cookies are numbered, consumer expectations keep changing, and data collection and privacy regulations are becoming more strict by the day. Some parts of the industry are sitting idly by, for now, but we believe that now is the best time for organisations to act. Start developing a strong first-party data strategy now, and get a head-start on your competition.

In the ever-changing world of marketing, it can be challenging for CMOs to determine the correct marketing budget. The economic landscape and technological advances in the marketing industry calls for a new approach to budgeting. In this article, Glenn Weuts - Head of Marketing Technology at iO, shares seven marketing budget insights, with recommendations for how to determine your budget for 2024.

Summer is slowly changing into autumn, the annual cue for the opening of the "budget season." Time to fire up the roulette wheel; redistribute marketing investments on gut feel, driven by the resources provided by management. Or are you doing it differently this year?

Organisations often store user data on their websites and apps, usually in the form of cookies. But every organisation has to be transparent about how they handle this data, and let users know if their data is shared with external parties. A Consent Management Platform (CMP) can help with this. We'll tell you all about it in this blog. 

A data analytics platform extracts data from websites and apps and processes it into actionable insights for your business operations. At the beginning of 2023, Google Analytics still had a market share of over 85% in our region and the choice was often an easy one. However, after a series of complaints and questions about its compatibility with GDPR legislation, Google Analytics is balancing on the edge of legality. Consequently, the following question arises: what should you pay attention to when choosing another data analysis platform?

You may not have noticed, but a lot has changed in terms of analytics and tracking over the past five years. This is partly because we've already grown accustomed to many changes, and partly because their impact has come very gradually. Half a decade ago, no one knew of the existence of a cookie banner, a year later everyone thought they could never get used to it, and today we don't know any better. We've made serious strides in terms of data regulation, and perhaps the biggest steps are yet to come in 2024.

De plus en plus d'organisations souhaitent mesurer avec précision le retour sur investissement des plateformes digitales. Mais comment élaborer un plan de mesure efficace ?

Le monde du marketing ne cesse de se transformer, avec de nouvelles mises à jour ou de nouvelles règles en permanence. C'est un monde qui oblige les entreprises à évoluer avec lui. Un changement récent de cette organisation inclut, entre autres, que le mode de consentement de Google doit recevoir une mise à jour d'ici mars 2024 afin d'améliorer la protection de la vie privée des utilisateurs. Prenons par exemple la loi sur les marchés numériques. Cet instrument législatif européen réglemente les plateformes numériques en créant des règles. Une récente modification législative prévoit notamment que le mode de consentement de Google doit être mis à jour d'ici mars 2024 au plus tard afin de mieux protéger la vie privée des utilisateurs. 

In the marketing optimisation of larger iO clients - such as Brussels Airport and Lidl - we see a shift from ad hoc campaigns to always-on. There are a few logical explanations for this trend. And both the elimination of cookies and the focus on the customer experience (CX) have a lot to do with it.

Le propane en tant que source d'énergie avait besoin d'être reconnu, plus particulièrement par tous ceux qui vivaient hors réseau. Nous avons géré cela pour le spécialiste du gaz Primagaz, avec des campagnes créatives à 360° - à la fois en ligne et hors ligne. Découvrez l'article !

iO aide Torfs, le géant flamand de la chaussure, à mieux se positionner sur le marché wallon et en tant qu'acteur de la mode. Découvrez l’article sur cette collaboration.

Maximiser le retour sur investissement : l'approche d'iO pour stimuler le taux de conversion dans les campagnes de Beobank. Lire l'article complet ici.

Une app personnalisée axée sur le client qui planifie automatiquement la solution la plus efficace et permet d'établir des rapports rapides. En savoir plus.

Découvrez comment Enexis mène la transition énergétique avec iO, grâce à une campagne pluriannuelle intelligente. Apprenez comment la sensibilisation, le changement de comportement et la personnalisation hyperlocale conduisent à la rentabilité et la pertinence au bon moment.

Brussels Airport : découvrez dans ce case comment iO est devenu une véritable extension de l'aéroport.

Comment iO convainc les voyageurs de choisir Brussels Airport pour leur prochain voyage. Découvrez nos campagnes marketing.

Nouvelles technologies, internet des objets et preuves de concept. Découvrez comment iO introduit des innovations à l'aéroport.

Pour Van Hoecke, nous avons mis en place une CMP pour ses domaines, qui offre à l’utilisateur un environnement sûr pour sa vie privée et ses données. Découvrez comment.

Le respect de la vie privée et la sécurité des données sont les principales priorités de Piwik PRO, l'alternative à Google Analytics conforme au RGPD.

CLM and loyalty is a win-win situation: customers benefit from their loyalty and you get data flows and a smoothly running business.

Identify users quickly and safely and give them the necessary access to your platform. Our experts will help you.

Activez votre groupe cible grâce à des expériences dynamiques, en ligne et hors ligne. Chez iO, nous combinons marketing, technologie et stratégie pour créer des activations de marque ayant de l'impact.

Nous faisons en sorte que votre infrastructure informatique, de données et marketing, soit évolutive. Et nous l’intégrons avec les bons partenariats clouds et les bonnes configurations de données.

Dashboarding and visualisation are simple ways to keep your stakeholders up to date with your marketing achievements. Learn to understand your data.

Universal Analytics, Google Analytics 4's predecessor, will stop collecting data on 1 July 2023. That is what Google recently announced. In this Dutch webinar Glenn Weuts, Head of Marketing Technology at iO, explains what exactly will happen and how to best prepare for a migration to a new analytics platform.

Universal Analytics, Google Analytics 4's predecessor, will stop collecting data on 1 July 2023. That is what Google recently announced. In this English webinar Glenn Weuts, Head of Marketing Technology at iO, explains what exactly will happen and how to best prepare for a migration to a new analytics platform.

A content strategy is often based on your own insights and those of the client. At iO, we like to link data to this that confirms or corrects those assumptions. In this webinar, data expert Michael will show how he generates the right data to build his strategy based on keyword and competition analyses and content dashboards, and what a data-driven content strategy will look like in the future.

Google Analytics 4 is the undisputed king of analytics platforms. Still, alternative tools are increasingly finding their way into organisations — thanks to different features, a greater focus on privacy, or better customer support. Want to know more about the analytics landscape of 2023? In this webinar, Glenn Weuts (Head of Marketing Technology at iO) takes you into the wonderful world of web analytics. That way, you will soon be able to make an informed choice that perfectly suits your needs.

The death of the third-party cookie. For a moment, it seemed like the world would end. But fortunately, there are alternatives for marketers and their organisations, including first-party data. A thoughtful first-party data strategy can help you build close relationships with your customers, create value, and streamline your marketing activities.

The marketing world is changing faster and faster, with a new update or new guidelines to discover every day. Google Consent Mode version 2 is an upcoming update from Google that aims to help website owners comply with increasingly stringent privacy legislation (AVG/GDPR). This implementation is mandated by Google from March 2024. So be sure not to hesitate and get informed in this webinar so that you can set up the right actions in preparation.

A Customer Data Platform collects your customers’ data and is mainly at home in the more ‘mature’ marketing departments of the organisation. A CDP combines customer data from different platforms and hands it back to you in a 360° package. This whitepaper illustrates how a CDP gets assembled, where its added value lies CDP can be for your organisation and which conditions best serve a CDP.

By using dashboards efficiently and automating your data analysis, better results are within your reach.

Universal Analytics, the older brother of Google Analytics 4, will stop collecting data in July 2023. In other words: marketers will need to find an alternative. In this whitepaper, we discuss the most recent version of Google's data analysis tool: Google Analytics 4. With Google Analytics 4, Google is committed to scalability, privacy-centric measurement, machine learning, and expanding the integration features of the platform. This makes the latest version of GA fully future-proof — as will you be, after reading this whitepaper.

Four years ago, GDPR turned our digital processes upside down like a battering ram. Both in our private lives and in our professional environments: our data was never better cared for, seemingly overnight. At the risk of enormous fines, that is. Today, no organisation can afford to disregard GDPR. How has it changed, today - four years later?

In this whitepaper, we will immerse you in the world of cookies, discuss what exactly is about to happen and how you can prepare your company for it. Enjoy!

How well do you know today’s web analytics landscape?When talking about web analytics, Google Analytics is usually at the top of the list. Google Analytics 4, is the undisputed king of web analytics tools. Or is it?

Data help the marketeer implement digital marketing techniques in customer communication. But how do you use that data, exactly? And how can you enjoy the full force of data? In this whitepaper, we will show you how to optimise your customer and prospect communication through segmentation and personalisation. Moreover, we’ll show you how AI supports these processes.

Soon, third-party cookies will disappear. Use our calculator and get an estimate of the potential loss of sales and website visitors. You will also get tailored advice on the next steps to take to minimise that loss. Go directly to the calculator via the button below or scroll down for more background information.

But how do you get started with a first-party data strategy? What do you pay attention to? Can you still rely on third-party data? And which stakeholders do you best involve in this 'new' phase? In this whitepaper, we help you out.

Digital marketing offers enormous opportunities in the field of data-driven working. We often fail to take advantage of these opportunities. That's means you miss out on a lot of opportunities to maximise the impact of your budget.

When setting goals for social content campaigns, it's crucial to ensure they are achievable and have a tangible foundation. The iO Social Benchmark Report provides you with valuable insights into the world of social content performance, so that you can make data-driven choices to optimise your social content strategy.

In our last blog about Google Business Profile, you learned about how to set up your Google Business Profile . Today, we'll dig a little deeper and Sieben will give you 6 tips to turn your Google Business Profile into a success story. Time to kick it up a notch.

Attracting consumers easily is the dream scenario for every entrepreneur. You can find out how to achieve this with Google Business Profile in the blog below.

An idea is often the first step towards a better future, and it’s no different in product development. A backlog full of crystal-clear priorities – epics, stories, bugs, and tickets – is a wealth of ideas for the future. Having the time and budget to actually work all these ideas out is something else altogether. How do you validate an idea without risking a serious chunk of your budget? There are many situations where you would like to present an idea to your target group, just to find out whether it is financially feasible, but you can never be certain that an idea is worth the financial cost of testing. A negative result after testing can be expensive. There are industries that operate at such a scale that a 2% drop can run to the millions. That’s why caution is advised.

At iO we use today’s insights to build the organisations of tomorrow. Lander Janssens and Kristof Bossuyt report on their visit to Web Summit 2022. They explain what tokenisation and data interoperability mean — and why organisations should switch their focus to it now.

The International Search Summit is an event dedicated entirely to international search marketing topics and challenges. The event has provided us with tips, tactics and insights on how to improve online visibility in international markets and how to effectively engage your target audience across the world. As paid marketing specialists, we chose to attend the Paid Search track. Other tracks that were offered during this event were SEO and Content & Outreach. In this blogpost Team Advertising Amsterdam will take you though the most important learning we’ve had while attending the International Search Summit.

In the beginning of this year, we launched the Opportunity report 2023. A collection of visions and insights from our experts to help you get the most out of the new year. On the 9th of March during the Opportunity online live event we brought these insights live to an interested audience to speak and discuss how to ‘Accelerate your business in 2023’. In this article, we’ll share the key takeaways from Raymond’s session with you - just a few of the many ways modern technology plays the part of enabler for digital transformation.

CRO (Conversion Rate Optimisation) is important to generate more conversions from website users. However, Google will soon be taking its special CRO tool, Google Optimize, offline. So what are the alternatives?

Data has been vital for some time now in demonstrating whether a marketing and sales strategy is a hit or a miss. However, the discussion is still dominated by gut feeling when analysing why strategies fail and what needs to be radically changed. By removing emotion from the boardroom, we raise marketing and sales efficiency. In the past, marketing strategies were based on what had already happened. Today, we have a high degree of predictability. Digital marketing has never been so close to certainty.

How do you ensure that your brand stands out in the avalanche of content that consumers receive every day? According to the iO Opportunity Report , the key lies in creativity. "If you succeed in formulating answers to the questions, needs and problems of your target group with creative, audience-oriented content experiences, then you are just as creative as if you come up with an original advertising campaign that blows everyone's socks off," says strategy director content Ruth Nys. She has been working on content all her professional life and she regards creativity as an essential constant.

Marketing campaigns are becoming more standardised and less distinctive due to automation. Today, you have to differentiate your campaigns on a strategic and creative level, where we are still better than the machine. What impact does that have on marketing organisations?

Will you publish a story online using only text? Good luck. Chances are your reader will tune out before it even gets interesting. Don’t beat yourself up, it’s not your fault. The online world is dominantly visual: images keep the scrolling audience captivated. The alphabet alone won't cut it: when presenting data you can’t do without infographics.

Now that third-party cookies are on their way out, companies have to start using their own data. Expert Jacob Eeckhout, who leads the Center of Excellence Marketing at iO, sees opportunities for many companies to build closer customer relationships after the initial panic. "When companies have to build campaign strategies using their own first-party data, their users can easily become less open. Transparency and control will restore trust between brands and consumers."

We notice that, in the dynamic world of digital data, modelling marketing data is taking an increasingly prominent role. The ability to model data and gain valuable insights is becoming more and more accessible to organisations. In this blog, we explore what makes data modelling so important and what has contributed to its increased accessibility. We’ll also share our experiences with helping our clients discover the potential of data modelling during our Data Discovery workshops.

The rise of AI, shifts in the social media landscape, and the end of third-party data...2023 was, to say the least, a tumultuous year. But this year, marketers and their organizations are also facing significant challenges. Discover the six digital and marketing trends that will dominate 2024 and, most importantly, how you can successfully tackle them.

From March 12, we welcome a significant update in the world of web performance with the introduction of Interaction to Next Paint (INP) as part of the Core Web Vitals. But don't worry, you don’t have to be a web developer to understand: we’ll explain the importance of this update in plain language.

Date limite pour l'exportation depuis Universal Analytics : 1er juillet 2024. Après le 1er juillet 2024, il ne sera plus possible d'accéder à vos données dans Universal Analytics. Il est donc essentiel de prendre des mesures en temps voulu et de les exporter avant cette date. En exportant les données avant la fermeture de l'accès, vous pouvez conserver des informations précieuses, stocker vos données en toute sécurité et entreprendre tout autre action nécessaire. Il est conseillé de ne pas s'y prendre à la dernière minute, car vous pourriez rencontrer des obstacles, tels que des erreurs d'extraction ou des défis techniques. Pour éviter les problèmes potentiels, il est conseillé de transférer les données à temps dans un environnement où elles peuvent être stockées en toute sécurité. Vous pourrez ainsi les utiliser ultérieurement à des fins d'analyse ou de transformation. En agissant maintenant, vous pouvez vous assurer que vous ne perdrez pas vos précieuses données et que vous serez bien préparé·e pour l'avenir. Découvrez nos recommandations ci-dessous.

Connectez vos sources de données en enregistrant les informations personnelles et de paiement sur un portail en ligne.

Une base de données centrale pour les fournisseurs de logiciels et des données claires sur les golfs des Pays-Bas ? C’est ce que nous avons créé dans OutSystems, en utilisant un développement low-code.

Le magasin de bricolage et d’aménagement avait besoin d’une approche marketing solide avec un ciblage fort. Nos experts s’en sont chargés.

Gosselin, active in international relocations, wanted more leads to boost growth. Our experts helped to bolster their digital presence. 

Cet outil aide les enfants à comprendre l’impact d’une utilisation intensive de l’écran sur leur santé mentale et physique.

YER is already big but aspired to double their presence in the world of recruitment and selection and secondment. iO helped them with creating a new brand, internal branding, external activation online and offline and bringing 3 websites into 1 site for all target groups.

iO a développé un site web et un configurateur orienté UX pour et avec Suzuki Belgique. Lisez tous les détails dans cet article.

Comment faire passer en ligne une histoire claire qui génère du trafic vers votre site web quand vous représentez plusieurs entreprises ? Découvrez-le en lisant ce case.

Comment iO maintient sa collaboration fructueuse avec Farmaline sur le long terme ? En associant un lien de confiance solide à une synergie efficace entre ses services technologie et marketing.

Découvrez comment nous avons développé une plateforme d’expérience virtuelle qui fait passer l’expérience client au niveau supérieur.

Découvrez comment nous avons aidé la marque de fromage CAMBOZOLA à réactiver ses clients existants tout en attirant les jeunes générations. Lisez notre case.

Pour Prowise, spécialiste des écrans interactifs et des logiciels éducatifs, iO a conçu un nouveau site web WordPress complété par une nouvelle voix de marque et un nouveau texte.

Découvrez comment iO a rendu les sites web et le portail de High Profile Locaties plus faciles à gérer, à trouver et plus évolutifs. Lisez ce case.

iO propulse Brussels Airport vers de nouveaux sommets grâce au marketing d'influence. Découvrez comment.

What it takes to make booking as easy as possible for you? Discover the power of a strong management vision, a streamlined work process, and long-term, open, and transparent collaboration between Landal GreenParks and iO.

Mieux visualiser votre parcours client en s'appuyant sur des données grâce au journey mining.

The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.

The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.

As far as we are concerned, the Webwinkel Vakdagen (WWVD) was a great success! Did you think so too?