“Our approach is successful,” says Commercial Director at Green Orange, Maarten Evertzen. “Our philospophy, on the one hand, is to maintain our leading position in relation to our customers when it comes to knowledge and innovation, and on the other hand, we have to be as relevant as possible to the final user by using data intelligently. Subsequently we can make sure that our customers can maintain the services we have delivered themselves and be successful, to make sure they do not become dependent on us. That we have managed, with our data driven, customizable approach, to acquire a first place in the Emerce100 for the second year in a row, is of course a wonderful kind of recognition.”
The number of specialists and providers in the e-business sector is expanding explosively. Last year, 414 companies were assessed in the Emerce100, an increase of almost fifty percent in comparison the previous year. This year, a whopping 478 companies took part. “All the more reason to be happy that we have yet again come out on top,” states Evertzen. “In this expansive market it is not easy to stand out with all this competition going on. Green Orange is a digital first agency and in our approach, data are the central element. It’s good to see the market also moving in the direction of data-driven. Our secret is that we have been doing this for over twelve years, it’s in our DNA. From day one, we have taken data as our starting point instead of a ‘big idea’ and that how we distinguish ourselves from other agencies.”
Green Orange personalizes the communication of customers based on a 360 degrees customer profile. They look, for example, at through which channels, on what moments and through which devices, people visit a website. All those different data sources are subsequently connected to be able to create profiles with which we are able to segment in a very precise way. This process is automated and is done in realtime, with both internal and external data. We measure, for example, the influence of the weather on bookings or the difference in consumer buying behaviour in different seasons. That way, Green Orange is able to accurately bring together company data very with their marketing objectives and even predict market behaviour. Our customers are therefore, with this data-driven approach, able to conduct campaign realtime and adjust them based on external influences with which the success of a campaign can be influenced positively.