{"id":9514,"date":"2022-11-28T11:21:41","date_gmt":"2022-11-28T11:21:41","guid":{"rendered":"https:\/\/nextbi.nl\/?p=9514"},"modified":"2025-04-18T15:58:14","modified_gmt":"2025-04-18T15:58:14","slug":"hoe-data-driven-zijn-nederlandse-organisaties","status":"publish","type":"post","link":"https:\/\/nextbi.nl\/en\/hoe-data-driven-zijn-nederlandse-organisaties\/","title":{"rendered":"Hoe Data driven zijn Nederlandse organisaties?"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\n<p>Ongeveer 1 op de 5 Nederlandse organisaties zet data maar beperkt in om inzicht te cre\u00ebren in hun klanten. Deze organisaties weten niet hoe ze data kunnen toepassen of zijn niet bekend met de toegankelijkheid van data en het gebruik van tools die kunnen worden ingezet om marketing te automatiseren. Dit blijkt uit het <a href=\"https:\/\/ddma.nl\/kennisbank\/data-driven-marketing-onderzoek-2022-slechts-2-op-de-5-organisaties-baseert-marketing-op-data-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data-Driven Marketing Onderzoek (DDMO) 2022<\/a> van branchevereniging DDMA, waarvoor in samenwerking met onderzoeksbureau GfK 420 Nederlanders werkzaam in de marketingsector zijn ondervraagd.<\/p>\n\n\n<p class=\"yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__descriptive-text\">Geschatte leestijd: <\/span><span class=\"yoast-reading-time__reading-time\">3<\/span><span class=\"yoast-reading-time__time-unit\"> minuten<\/span><\/p>\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\">\n<h3>Inhoudsopgave<\/h3>\n<ul>\n<li><a href=\"#h-de-impact-van-data-en-insights\" data-level=\"2\">De impact van data en insights<\/a><\/li>\n<li><a href=\"#h-grote-organisaties-en-datagedreven-werken\" data-level=\"2\">Grote organisaties en datagedreven werken<\/a><\/li>\n<li><a href=\"#h-personalisatie-de-juiste-boodschap-op-het-juiste-moment-bij-de-juiste-doelgroep\" data-level=\"2\">Personalisatie, de juiste boodschap, op het juiste moment bij de juiste doelgroep<\/a><\/li>\n<li><a href=\"#h-faq-s-data-driven\" data-level=\"2\">FAQ&#8217;s Data driven<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-impact-van-data-en-insights\"><strong>De impact van data en insights<\/strong><\/h2>\n\n<p>Uit het Data-Driven Marketing Onderzoek van DDMA blijkt bovendien dat 15% van de organisaties geen data en insights toepast en twijfelt over de impact ervan. 11% ziet zelfs de meerwaarde niet van <a href=\"https:\/\/nextbi.nl\/en\/wat-is-data-driven\/\" target=\"_blank\" rel=\"noreferrer noopener\">datagedreven werken<\/a>. Een belangrijke kanttekening hierbij is dat dit organisaties betreft met minder dan 25 medewerkers. Voor deze organisaties vormen vooral de randvoorwaarden van <a href=\"https:\/\/nextbi.nl\/data-driven-marketing\/\" target=\"_blank\" rel=\"noopener\">Data driven marketing<\/a> een uitdaging. Data binnen deze organisaties zijn over het algemeen minder toegankelijk, er is onvoldoende budget en de datakwaliteit laat vaak te wensen over. De grotere organisaties hebben data omarmd en kunnen ermee aan de slag omdat ze beschikken over de nodige technologie. De impact van data en insights is bij grotere organisaties dan ook groter. Deze zijn veel afhankelijker van data, onder andere om te sturen op kritieke prestatie-indicatoren (KPI\u2019s) en marketing ROI.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-grote-organisaties-en-datagedreven-werken\"><strong>Grote organisaties en datagedreven werken<\/strong><\/h2>\n\n<p>Datagedreven werken is voor organisaties met meer dan 25 medewerkers vaak een belangrijk middel om de meerwaarde van hun product of dienst effectief uit te dragen. Datakwaliteit blijft een lastig issue bij datagedreven werken maar de grootste uitdaging is het organisatorische aspect waaronder het cre\u00ebren van een data driven cultuur en de samenwerking tussen de verschillende afdelingen, zo blijkt uit het Data-Driven Marketing Onderzoek van DDMA. Medewerkers die zich bezighouden met data en insights, zoals data-analisten en -ontwikkelaars, ervaren een minder nauwe samenwerking dan mensen aan de business-kant, zoals marketeers, product owners en managers. Daarnaast zijn data-experts vaker van mening dat data en insights beschikbaar en makkelijk vindbaar zijn binnen de organisatie en zien meer het belang van data in als aanwending om de organisatie en haar producten of diensten te onderscheiden van de concurrentie.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-personalisatie-de-juiste-boodschap-op-het-juiste-moment-bij-de-juiste-doelgroep\"><strong>Personalisatie, de juiste boodschap, op het juiste moment bij de juiste doelgroep<\/strong><\/h2>\n\n<p>De meest populaire marketingkanalen die door organisaties worden ingezet zijn e-mail, de website, social media en direct mail.\u00a0Bij e-mail, direct mail, inbound telefonie en een chatbot op de website wordt personalisatie toegepast. Met personalisatie zorg je voor de juiste boodschap, op het juiste moment bij de juiste doelgroep. Dit kan zowel op \u00e9\u00e9n-op-\u00e9\u00e9n niveau als op segmentniveau. Volgens het Data-Driven Marketing Onderzoek van DDMA is slechts 18% van de organisaties in staat om de klantbeleving naadloos en volledig \u00e9\u00e9n-op-\u00e9\u00e9n te kunnen personaliseren over verschillende kanalen heen. Bovendien zien 2 op de 3 organisaties daadwerkelijk de meerwaarde van gepersonaliseerd klantcontact.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faq-s-data-driven\">FAQ&#8217;s Data driven<\/h2>\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\">\n<div id=\"faq-question-1669625535036\" class=\"schema-faq-section\">\n<p>&nbsp;<\/p>\n<p><strong class=\"schema-faq-question\">Wat is data driven?<\/strong><\/p>\n<p class=\"schema-faq-answer\">Beslissingen worden ge\u00efnformeerd en genomen op basis van data en insights wat het sturen op feiten mogelijk maakt.<\/p>\n<\/div>\n<div id=\"faq-question-1669628157142\" class=\"schema-faq-section\">\n<p>&nbsp;<\/p>\n<p><strong class=\"schema-faq-question\">Wat is datakwaliteit?<\/strong><\/p>\n<p class=\"schema-faq-answer\">Datakwaliteit heeft betrekking op de\u00a0mate\u00a0waarin de\u00a0gegevens\u00a0(data) geschikt zijn voor het\u00a0doel\u00a0waarvoor je ze wilt\u00a0gebruiken. De gegevens die je gebruikt bij je analyse zijn geschikt wanneer zij actueel en compleet zijn.<\/p>\n<\/div>\n<div id=\"faq-question-1669628985787\" class=\"schema-faq-section\">\n<p>&nbsp;<\/p>\n<p><strong class=\"schema-faq-question\">Waarom data driven werken?<\/strong><\/p>\n<p class=\"schema-faq-answer\">Data driven werken zorgt voor goed te onderbouwen beslissingen, gebaseerd op feiten. Data driven werken maakt bovendien je organisatie sneller en slimmer waardoor je beter kunt inspelen op veranderingen in de markt en specifieke behoeften van je doelgroep.<\/p>\n<\/div>\n<\/div>\n<p>\u00a0<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_cta btn_style=&#8221;material&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#34a853&#8243; link_type=&#8221;regular&#8221; alignment=&#8221;left&#8221; alignment_tablet=&#8221;default&#8221; alignment_phone=&#8221;default&#8221; display=&#8221;block&#8221; text=&#8221;Wil jij ook datagedreven gaan werken?&#8221; link_text=&#8221;Neem contact op&#8221; url=&#8221;https:\/\/nextbi.nl\/contact\/&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; bg_color=&#8221;#eaeaea&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;4%&#8221; bottom_padding=&#8221;7%&#8221; left_padding_desktop=&#8221;15%&#8221; right_padding_desktop=&#8221;15%&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;advanced&#8221; column_border_style=&#8221;solid&#8221;][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; bottom_margin=&#8221;4%&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][split_line_heading animation_type=&#8221;default&#8221;]\n<h2 style=\"text-align: center;\">Dit vind je waarschijnlijk ook interessant<\/h2>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][recent_posts style=&#8221;list_featured_first_row&#8221; columns=&#8221;3&#8243; category=&#8221;data-driven-marketing&#8221; order=&#8221;ASC&#8221; orderby=&#8221;date&#8221; image_loading=&#8221;default&#8221; posts_per_page=&#8221;3&#8243;][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; centered_text=&#8221;true&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_btn size=&#8221;large&#8221; button_style=&#8221;regular&#8221; button_color_2=&#8221;Accent-Color&#8221; icon_family=&#8221;iconsmind&#8221; url=&#8221;#&#8221; text=&#8221;Bekijk alle artikelen&#8221; icon_iconsmind=&#8221;iconsmind-Triangle-ArrowRight&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221;&#8230;<\/p>\n","protected":false},"author":2,"featured_media":9520,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[156,38],"class_list":{"0":"post-9514","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-data-driven-marketing","8":"tag-data-driven","9":"tag-datakwaliteit"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hoe Data driven zijn Nederlandse organisaties? | NextBI<\/title>\n<meta name=\"description\" content=\"Ongeveer 1 op de 5 Nederlandse organisaties zet data maar beperkt in om inzicht te cre\u00ebren in hun klanten. 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