Building digital analytics as a global capability in Philips
Learn how Philips has built digital analytics as a global capability, as part of a large digital transformation programme. This includes dashboarding and creating insights, optimisation of the website with A/B testing and in house optimisation of digital campaigns during the campaign.
Paul Poels, Director of Digital Analytics, Digital Optimisation and Marketing Effectiveness at Philips, provides a holistic overview of digital analytics and a management view on how to build a digital analytics practice in your organisation.
Presenters:
Paul Poels
Global Head of Digital Analytics, Optimisation and Marketing Effectiveness
Philips
Paul Poels is the Global Head of Digital Analytics, Optimisation and Marketing Effectiveness at Philips. He has developed digital analytics as a capability in Philips, and has deployed this globally across all markets and Business Groups. Poels is continuously improving the maturity of digital analytics in the company, by developing new tools and ways of working, and training the marketing teams. He has been with Philips since 2009, working in various positions in strategy, marketing and digital marketing. Before Philips, Poels worked as a consultant for 9 years, at KPMG Consulting and at McKinsey. He graduated at Eindhoven University of Technology with a Master’s degree in Industrial Engineering.
