For years, the Marketing Insights Event, or ‘The MIE’ among digital marketers and marketing analysts, as the event to get inspired. We received very nice responses to our win campaign and we hope that the winners went home with a free ticket full of new knowledge. We also like to share our knowledge and insights, so we sent our data scientist Naomi Smulders on the road. In case you missed it, I'll summarize her session in this article and give you a brief recap of the rest of the event.

Process mining at Marketing Insights Event ’22

As a data scientist, keeps Naomi deals daily with unraveling the spaghetti that results from web analytics data sources. Day in and day out, she analyzes the various paths of customer journeys and makes them measurable so that colleagues and clients can work with them. She does this by using various data science techniques, including process mining. In her session, she explained more about this technique. Process mining is based on the ‘raw data’ of web analytics tools, visualizes the complete customer journeys of thousands of website visitors and looks for the most well-trodden paths. Thus, process mining answers questions such as ‘what are the different customer journeys of my users? And ’what parts of my customer journey do I have no visibility into yet? In other words, unraveling the spaghetti. After all, there are as many unique customer journeys as there are unique customers. Want to know more about this? Then take contact on with Naomi or keep an eye on our socials for a follow-up article.

Marketing Insights Event ’22

Naomi was one of many speakers who shared interesting insights and experiences. Motivaction & AlphaOne, among others, gave a master class in combining qualitative analysis, EEG and eye-tracking techniques for optimizing TV commercials. Also presenting insights from the National NewsApp Monitor was very informative. In this study, 7016 respondents were quizzed on their news app usage of one of the 75 news apps in the Netherlands. As many as 12 million adults use one or more news apps, so a wealth of data. In short, it was a very interesting event and we are looking forward to MIE’23!