B2B Marketing Forum

Demystifying the buzzwords of Marketing Analytics

11:35 35 minutes Zaal 4
Ivo Fugers ORTEC
In this talk Ivo Fugers will demystify the big buzzwords of marketing analytics. He will guide you through the steps of analytics maturity for B2B companies. In addition, Ivo will give some practical advice and discuss common pitfalls using two case studies. One case study is about a recommendation system for event visitors and the other is about churn analysis. In both case studies Ivo will elaborate on the importance of the learnings for B2B.
Ivo Fugers

Ivo Fugers


Ivo Fugers works as a data scientist at ORTEC Consulting. Ivo has a background in Statistical Science and specializes in applications that involve Machine Learning and Robotics (Artificial Intelligence). He works mainly in the financial industry and has worked on projects such as predicting customer churn, optimal pricing strategies, customer service chatbots or other forms of robotic process automation.

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