Data and AI

It’s more than data, it’s your business

Over the last few decades, the world has been producing data at an unseen pace. Recent evolutions in computing allow us to use these data in ways that were previously unimaginable. Not a day goes by without hearing news about the latest trends in data science, artificial intelligence and machine learning. 

It is clear that the momentum to turn data sources into business value is right now.

Have a look at our ideation cards to find out which types of questions companies previously have had answered through their efficient use of data.


Despite the recent hype in the world of data, it is important to know that flashy buzzwords remain meaningless if not applied correctly, timely and in the right business context. That is why regardless of the current ‘data maturity’ of your organization, defining and operationalizing the business value of your data is the number one mission of our data consultants.

Maturity model

Whatever segment you might identify yourself with, we make sure that our focus on business value will help you prioritize and operationalize your data projects.

Filtered on Data All blog posts

Read our blogposts on data science

Blog Digital marketing
June 4 2019
Google Retail Seasonal Summit

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On May 28, The Reference went to Google's Retail Seasonal Summit. We gathered best practices and insights on seasonal events and got up to speed with the latest innovations at Google. Because being well-prepared should result in successful & future-proof campaigns.
Blog Data
April 30 2019
Customer segmentation like it's 1994

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Last week we celebrated 25 years The Reference. Zaal Lux in Ghent was transformed into our own, personal playground. Both clients and employees, casually called 'Reffers', were warmly welcomed to our 25th anniversary.

The Reference started at the end of 1993, early 1994 in a small living room. Over the next years The Reference grew and laid the basis for today’s success. Born in the '90s, our theme was quickly chosen. 

Prior to the celebration, we asked each guest to fill in a questionnaire, the starting point for a fun '90s revival. This data was then processed by our data team. They detected each guest's favorite '90s music and assigned them into one of five music vibes: Teen pop, Hip-Hop and R&B, Techno and Euro Dance, Brit Pop and Grunge. 
Blog Data
April 29 2019
Natural Language Processing: a marketer's point of view

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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?
It's more than digital, it's your business
The Reference is nothing without its customers. Melexis is the stock market-listed global player in the semi-conductor and sensors industry for whom we facilitated future company growth by updating the brand, building the completely new corporate website and giving shape to the use of online channels. Read more about this client.