Rethink Online Marketing and Analytics

Professional Learning

Rethink Online Marketing & Analytics

Rethink Online Marketing and Analytics

Date: Location: Tilburg

Marketing is becoming increasingly data-driven, and with good reason. The rapid explosion of technology and channels is making marketing increasingly complex. The massive amounts of information coming at marketers from a variety of digital sources is providing unprecedented levels of insight—but only if marketers are actually capturing and using the available data in the right way.

Many businesses continue doing things the way they have always been done: creating campaigns, looking at the results, and trying again. They struggle to make analysis actionable. They are leaving the latest technologies unused or misinterpret data results. They need to rethink their online marketing and analytics.

Get the latest insights from our experts

The Marketing Research Department at Tilburg School of Economics and Management (Tilburg University) has developed a masterclass series that captures state-of-the-art research insights and technologies that enables you to rethink your online marketing and analytics. Each of the contributing faculty experts are talented researchers, bringing ground-breaking research outcomes and best practices to the table with lots of enthusiasm. They will bring marketing data to life. In class, you will convert data into actionable marketing insights for your own organization. This eye-opening masterclass series will enable participants to gain managerially-relevant customer insights with the help of data. 

At the end of the program you will be able to:

  • understand and predict customer behaviour, both from an individual customer level as well as from the entire customer base level.
  • take advantage of ground-breaking psychological insights on growth hacking.
  • increase your awareness of (un)conscious biases in data interpretation.
  • assess in what way an API can add value for your organization
  • unlock the hidden potential for mobile marketing and mobile commerce.
Rethink Online Marketing & Analytics in short

Program overview

Day 1: Marketing Transformation - Gilbert Gooijers MSc (guest teacher)

Today’s corporate buzzword is transformation, and for good reason. Specifically for the marketing department, customer behavior has changed completely. New technologies provide endless new opportunities for marketing. The availability of customer and market data reshape today’s marketing landscape. Companies that want to sustain growth in this new world, must transform their marketing approach.

Day 1: Bringing Customer Lifetime Value to Life - Dr. G. (George) Knox

Customer Lifetime Value (CLV) is the most important model for understanding your customers. It allows you to make smarter predictions in key questions such as: which customers are worth most of your time and resources? This masterclass will concentrate on calculating CLV, providing critical insights on the potential long-term value of customers, and building corresponding retention and divestment strategies.

Objectives and topics of day 1

Day 2: Psychology: the solid base for growth hacking - N. (Niels) van de Ven

Building the greatest product is not enough anymore. You need to attract and convince new customers. How? By applying the growth hacking process. Growth hacking is the act of experimenting with marketing channels and product development to grow your organization.
Proper growth hacking starts with psychology; a better understanding of your customers and the people in your organization is necessary. This truly eye-opening masterclass makes use of the state-of-the art research in the field of the psychological factors and data experimentation.

Objectives and topics of day 2

Day 3: Mobile marketing and mobile commerce - Dr. J.F. (Jan) Klein

Mobile marketing and mobile commerce are a disruptive force. The massive development of mobile marketing in Asia indicates that this process has just started. This development increasingly challenges current marketing practices and requires companies to adapt quickly.

Objectives and topics of day 3

Day 4: APIs for improving Marketing Analytics - Dr. H. (Hannes) Datta

To keep up with the future of marketing, you need to understand APIs (Application Protocol Interfaces) and how they may integrate with your strategies. APIs bring the knowledge of the (social) web or third-party Artificial Intelligence (AI) directly to your marketing campaign, corporate website, or integrate with your products and services. They facilitate the data needed to provide solutions to customer problems. At the same time, they provide an opportunity to build a business ecosystem that becomes dependent on the data from your (future) API, which can lead to additional revenue opportunities.

Objectives and topics of day 4

Learn from the best

Introducing our professors and practitioners
Practical information Rethink Online Marketing & Analytics


  • Joanne Taminiau-Cook

    J. Taminiau-Cook

    Program Manager

    For practical information please contact the program manager:

    Phone: +31 13 466 4549


  •  George Knox

    dr. G. Knox

    Academic Director

    For information on the content of the program please contact the academic director:

    Phone: +31 13 466 8778


Rethink Online Marketing & Analytics

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