Cumulus Welzijn is a Dutch welfare organization based in Utrecht. It helps and supports residents in actively taking part in society. I educated people in using the computer (e-mail, internet, Windows, Word, Excel).

A newsletter and job board about everything related to experimentation.

Main responsibilities and key achievements:
• build and manage a high performing analytics team (6 FTE, including a Technical Web Analyst)
• own and build digital analytics toolkit
• drive conversion optimization program: 5 cross-functional teams (consisting of online marketeers, analysts, UX and content specialists)
• own tracking, reporting, analysing and optimising of all customer behavior on ING.nl and Online/Mobile Banking
• optimize sales/service objectives for ING.nl and Online/Mobile Banking.
• create a 'culture of analytics' through education and evangelism
• empower the end user of analytics tools
• drive change based on data and provide strategic insights
• manage external vendors and agencies

Main responsibilities and key achievements:
• produce, analyze and present customer insights that improve sales and service of the (My) ING.nl website
• optimize conversion via A/B testing and campaign/purchase funnel optimization
• drive organizational change to evolve from ad-hoc reporting to insights
• lead team in prioritizing multiple competing requests
• manage external partners to ensure consistent and accurate measurement
• lead Omniture SiteCatalyst implementation for new ING.nl website
• developed traffic and sales forecast models

Hands-on experience with the following tools: SiteSpect, Unica NetInsight, Adobe Analytics, Omniture SiteCatalyst, Omniture Discover, Omniture SearchCenter, Google Analytics, AdWords and Insights for Search, Business Objects, Excel.

I speak at events about analytics, experimentation and data-driven decision making.

- Guest lecture software architecture, Delft University of Technology (March 11, 2022)
- Guest Lecture Tilburg University (December 2, 2021)
- Conversion Hotel, Texel (November 21, 2021)
- DDMA CRO Awards (November 4, 2021)
- Guest Lecture 'Experimentation & Causal Inference' RSM Erasmus University (October 6, 2021)
- Alumni Event Asset Marketing Tilburg, online (February 9, 2021)
- MIT CODE Conference on Digital Experimentation, online (November 20, 2020)
- Peppered Klantendag, Rotterdam (February 13, 2020)
- Emerce Financials, Amsterdam (November 26, 2019)
- Emerce Conversion, Amsterdam (April 11, 2019)
- Dialogue Donderdag, Utrecht (February 14, 2019)
- Marketing & Insights Event, Utrecht (February 7, 2019)
- Social Media & Marketing Event, The Hague (January 22, 2019)
- Digital Analytics Conference, Utrecht (October 9, 2018)
- Guest lecture software engineering, Delft University of Technology (June

Main responsibilities and key achievements:
• create, maintain & deliver various dashboards / reports / KPI's for key stakeholders
• analyse customer behavior on Postbank.nl and Online Banking (A/B testing + quantitative/qualitative data)
• present clear, concise, and actionable results and insights

Hands-on experience with the following tools: Omniture SiteCatalyst, Omniture Discover, Omniture SearchCenter, Google Analytics, AdWords and Insights for Search, Business Objects, Excel.

GeoMarktprofiel (Wegener Direct Marketing) creates and uses data to enable clients to find, manage and reach customers in the most profitable way.

I was responsible for performing, reporting and presenting (the results of) statistical analysis on consumer databases. For example: customer profiling, regression analysis and developing marketing databases. I worked on projects for several companies in the financial, media, tourism, telecom, retail and charity sector. Main goal was always to improve effectiveness on marketing activities.

Product Manager Experimentation at Vista. Enabling experimentation at scale.

A curated weekly newsletter with interesting reads at the intersection of experimentation, analytics and behavioral science. Get it in your mailbox every Monday.

Kevin Anderson

Product Manager Experimentation at Vista. Enabling experimentation at scale.