Irwin Tervoort is an online marketeer at Zeo, an online marketing agency in Utrecht that helps businesses grow with a combination of online marketing, e-commerce, and web development. With a strong focus on e-commerce, Zeo supports a diverse group of clients with results-oriented strategies aimed at sustainable online growth.
Data forms the basis of how Zeo works
Within Zeo, data plays a central role in the daily marketing approach. Campaigns are continuously analysed and adjusted based on performance, making reliable measurability essential. As tracking became increasingly complex due to privacy developments and cookie restrictions, so did the need for a solution that could quickly provide support with technical issues and error messages.
For Irwin, who is largely responsible for server-side tagging and measurability within Zeo, this meant that a single tool wasn't enough. There was a need for a practical way to independently find answers to technical questions more quickly.
“We make almost all our choices based on data. And if that’s not available, then you have a particularly big problem as a marketing agency.”
The data assistant integrates well with the way Zeo works.
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the data assistant introduced, Zeo immediately recognised the added value. Because the team was already actively working with AI tools, this way of working aligned well with their existing processes. The data assistant offered Irwin, in particular, an accessible way to gain quicker insight into tracking issues and check settings, without being immediately dependent on support for every problem.
The strength of the data assistant for Zeo therefore lies not only in the technology itself, but primarily in its ease of use and direct applicability in practice.
“If something goes wrong with the tracking, for example, if the pixel stops working, we just throw it into the data assistant and we have an immediate solution.”
More speed and grip for tracking problems
In practice, the data assistant enables Zeo to switch gears much faster when it comes to technical issues surrounding tracking. Where simple issues previously had to be resolved via email and consultation with support, these can now be dealt with directly in many cases. This results in a clear time saving in daily operations.
“I think an easy problem has gone from two to three hours to half an hour.”
Furthermore, the
Data assistant it is possible for Irwin to work much more independently. Instead of needing a specialist for every problem, he can usually find a solution himself. As a result, the assistant is not only a tool for speed, but also for independence and control over the process.
“In nine out of ten cases, I found the solution with a few short text messages to the data assistant.”
