The ultimate goal for your online channels is to provide the right context for your brand, so your customers will be able to understand and evaluate your product or service.

1. #2 The value of
context

2. "Mobile in the right context"
Program for the evening
Frans van der Reep
Fibéo mentor - advisor
Laurens Ludolph
Mobile Specialist at Sanoma
21:00 – 22:00
Exchange ideas, networking and drinks
19.00 - 19.30
Welcome
19.30- 19.40
Introduction event: #2 The value of context
20:10 – 20:40
19:40 – 20:10
20:40 – 21:00
Questions and answers
“Context drives meaning"

3. Introduction
#2 The value of context

4. There is nothing above Groningen

5. Bedum just above Groningen

6. Customer journey from offline to online.

7. Customer journey from offline to online.

8. Online developments
Are we still looking at the end user?
personalization
Measure
AB - testing Cross device
Big data Automation marketing

9. Lots of data, no end user, no context
"You can not catch a human experience in statistics”

10. Luke Wroblewski Product Director at Google
What can we say about what we measure?
What does this grap explain?

11. Luke Wroblewski Product Director at Google

12. bricks clicks
Markt trend. 2016
77% of the Dutch
customers shop online
2006
29% of the Dutch
customers shop online

13. Changing focus
Business to Business
Human to Human
Business to Consumer
+
=

14. Why is a usability lab less suitable?
Unnatural environment
Unreliable measurements
Limited by time (9-5)
Difficult to reach the target
Directed behavior
Wrong insights
Desirable behavior
False positive result
Expensive
limited results
Geographical centering ring
No representative results
Shortcomings of qualitative online research (usability lab environment)

16. Thank you for being here!
Henk-Jan Journée
CEO | Founder
06 41 39 89 08
henkjan@fibeo.com
LinkedIn.com/in/henkjanjournee
Herengracht 440
Amsterdam