Digital knowledge sharing

Data Analytics & Reporting

As the creation and consumption of data continues to grow exponentially, web analytics and reporting are a quick win that should not be left out.

What is data analytics?

As the creation and consumption of data continue to grow exponentially, web analytics and reporting are a quick win that should not be left out if you want to know your online business and make informed decisions. Data analytics are the bridge between different teams like Marketing, IT, Legal & Sales, and your company stakeholders.

Working at whiteboard

Our data analytics approach

Creating a measurement plan based on KPI's

We start with a workshop where we translate the overall strategic objectives into critical success factors, also called Key Performance Indicators (KPIs). Based on KPIs we create a measurement plan in which we determine how we will measure and group the KPIs, how we will segment and visualize the data, and which (data) sources are involved.

Depending on these parameters, different technologies and tactics can be activated to create an appropriate measurement plan, reporting framework, and dashboard. We have a broad knowledge of different technologies and are happy to onboard new ones, but our preferred tools are Google Marketing Cloud, Google Cloud (BigQuery), MS Azure & Segment.

Lady drinking from coffee

Configuration and testing

With the help of checklists, naming conventions and a default Google Tag Manager container import, we make sure that our Google Analytics and Google Tag Manager confirmation is carefully setup with all best practices and standards in mind.

We always make sure that all tagging requirements are implemented and tested on a test environment to prevent any form of data pollution.

The first days and weeks after the release of the tracking code to the live environment, we carefully monitor the data through custom alerts to make sure there is no strange tracking behavior.

Analytics on imac

Set-up of Conversion Rate Optimization (CRO) tools

Next to the setup of Google Tag Manager and Google Analytics, we implement Google Optimize and Hotjar. These tools make it possible to start with Conversion Rate Optimization tactics such as Heatmaps, Session Recordings, A/B testing, Split URL testing and Personalization.

Note that this analytics approach is mainly used in very straightforward analytics implementations. For more advanced business intelligence projects, you can rely on our data engineering service.

Thinking vision board

Reporting & dashboarding

To track the KPI's, to compare data over time and to visualise trends, we use dashboards. Our preferred reporting & dashboarding tools are Google Data Studio and PowerBI. Tools like these turn your (real-time) data into informative dashboards and reports that are easy to read, share and customize. 

Continuous optimization & maintenance

New and improved online initiatives, be they in- or outside the new website, require a way of measuring their contribution to the customer experience and to business and marketing objectives.

This permanent process requires monthly meetings where past and current initiatives will be evaluated and new initiatives will be defined. The general principle is to: Initiate, Measure, UNderstand and Act (IMUNA). 

It is based on the Japanese KAIZEN principle (japanese for continuous improvement), which believes that small changes can have a significant positive impact. This we do within a multi-disciplinary team of experts, both from us and the customer.

Take a look at a few of our best Analytics & reporting cases

DELA kiss on cheek

DELA

DELA is a funeral insurance broker that also offers care and support for the next of kin through activities like funeral services. Through digital, they wanted to raise awareness for this type of insurance, as well as for the other services they offer.

Vandersanden building facade

Vandersanden

Vandersanden is a Belgian producer of bricks, facing bricks and clickers, both for private homes and the streetscape. They wanted to reposition themselves as a partner in building solutions by focusing more on their services rather than their products.

Port of Antwerp

Port of Antwerp

With The Reference, Port of Antwerp-Bruges has built a composable website where everybody can find the information they are looking for quickly and accurately.

Reporting for duty


Whether it is about creating KPIs, implementing tools, or setting up dashboards, we are here to help. Let's discuss how we can help you in the best way possible. 

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