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Digital marketing Creation and implementation Strategy and consultancy The Reference Data Sitecore Symposium 2018

Sitecore Personalization: the What, How and Why

Let’s be honest… showing the same content to every website visitor is a bit like serving the same meal for dinner every day. And for breakfast and lunch. Today’s digital marketing is all about context. The more you know about the context of your visitor, the more relevant you can make the experience. But how do you make this happen?
7/11/2019
Stein Peeters
Digital marketing

Increase your keyword coverage with Dynamic Search Ads

Every second 63.000 searches pass through Google Search. That translates to an unfathomable amount of keywords, which companies can use in their targeting when selling products and services through search ads. This means that it would be extremely labour-intensive  – not to say impossible – to manually implement and maintain all the keywords that people use on a daily basis and that are  - on top of that - relevant to your business in your search campaigns. However, the fact that you target a specific set of  keywords in your standard search campaigns, doesn’t mean that you should miss out on the huge untapped potential of relevant traffic that falls outside of your targeting. This is where Dynamic Search Ads can bring salvation!
6/25/2019
Simon Wardenier
simon wardenier
Digital marketing

Sitecore connectors for Salesforce: tested and fully approved

Content Management Systems have become a commodity and their features no longer serve as differentiators so it seems. The concept of the CMS has become a commodity and are now available in all kinds of shapes and forms. In order to differentiate, digital web platforms tend to offer additional advanced capabilities, to further evolve toward digital experience platforms that offer features such as: A/B testing, analytics, personalization, visitor profiling, user segmentation, multi-channel, machine learning, big data, data integration, platform connectivity. A perfect example of data integration and platform connectivity is the integration between Sitecore and Salesforce that helps deliver highly customized experiences by enabling marketers to better understand and follow customer behavior and preferences. 
 
6/20/2019
Kris Verheire
Creation and implementation

Automating Google Ads anno 2019 - where are we?

Letting Google handle bid calculations & campaign creation used to be a daunting idea, but since Google’s algorithms have become smarter over time, adopting these automation tactics offer a huge competitive advantage.

2019 therefore promises to be a challenging year for digital advertising experts as they need to focus even more on strategic decisions while relying on Google’s automation technologies such as smart bidding & smart campaigns. 

We will zoom into these two topics in the upcoming blog posts, kicking off with smart bidding. 

 
5/29/2019
Malika Meddour
Digital marketing

Natural Language Processing: a marketer's point of view

Natural Language Processing is a subfield of artificial intelligence and computer science, that concerns itself with a computers understanding of the human language. In recent years, many of its derived applications have been implemented in our everyday lives. I tell my car to call Peter, ask Shazam about that catchy song and, maybe soon, demand my computer to produce a Shakespeare-like sonnet to sway my girlfriend of her feet. These are some really cool applications, but if your company is not in the tech sector, is there business value in it for you?
4/29/2019
Jean-Michel Staelens
Data

Big data: size doesn't matter, it's what you do with it

"Big data is not actually about the data. The revolution is not that there’s more data available. The revolution is that we know what to do with it now. That’s really the amazing thing." It's a quote from Gary King, political scientist and head of the Institute for Quantitative Social Science. In full honesty, we tend to overuse it in presentations and conversations regarding the buzzwordization of the field of data science. However, it is the best representation of how we think about data at The Reference.
4/11/2019
R Peters

7 steps to building a roadmap with confidence

A client of ours asked us to help create a roadmap for a B2B customer service portal for one of their North American business units. They got stuck deciding on what to include in the portal and what to launch with first.

Our intense collaboration involved many of the client's stakeholders. It resulted in a roadmap where customer and business value blended perfectly together.

These are the 7 steps we took to maximize the customer portal value for our client and for their customers.
3/29/2019
Mathieu Dhondt
Strategy and consultancy

A serious introduction into the LEGO Serious Play method. No, seriously...

The LEGO® Serious Play® method* is a method that facilitates meetings, communication and problem-solving. It can be applied in any situation where it is extremely important that we overcome habitual thinking and where we need the maximum available knowledge, input, and attention of everyone involved in order to reach our goals. Often times these meetings are on a strategic or on a team level. 

This blogpost is an introduction to the method. If you don't feel like reading, be sure to subscribe to our podcast, where you'll find an entire episode dedicated to LEGO Serious Play.
3/25/2019
Frank De Graeve
Strategy and consultancy
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