THOMcast

The House of Marketing

The podcast of The House of Marketing. Grab our expert's knowledge and get ready for tomorrow's marketing and trends, including ID Marketing

All Episodes

In this episode, David Vansteenbrugge, Managing Director at addData joins us to explain how digital transformation helps companies adapting to customers’ needs and new behaviour by leveraging new technologies in order to improve customer experience. 🌶 TODAY’S MENU What is and is not digital transformation Digital transformation to improve customer experience Upskilling your employees is part of the digital transformation 🧩 RESOURCES 👉 https://bit.ly/THOMcastE12 Summary of the episode More detailed view on Digital Transformation 🚀 TIMESTAMPS (03:30) What is digital transformation? (06:11) What is not digital transformation? (09:00) Example: Machine learning - How and why leverage a new technology? (11:30) Why starting a digital transformation program? And how to implement it? (12:30) How can a company “fail” its transformation? (14:03) Example of upskilling employees in a digital strategy plan (17:00) Why Digital transformation is helping businesses these days and in the future? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * This episode is brought to you by The House of Marketing. Special thanks to David Vansteenbrugge. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Oct 13

21 min 23 sec

Today, we would like to focus on Marketing Automation. Our in house experts, Alexandra & Dirk will explain what is Marketing Automation and how it can help answer some specific business challenges and needs on one hand but also how it can add value to the end customer in a B2C and B2B environment. All links, resources and infos: https://thom.be/blog/podcast-marketing-automation Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thanks to Dirk Blondeel & Alexandra Maesen. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jul 26

15 min 38 sec

In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game changer in marketing. Today, we would like to come back on the topic and explain how ID Marketing is used in Value Management and can help to fight churn in the most efficient way. Some theoretical and practical information on this topic is shared with you by Frank Cornelis Data Science lead from Upthrust, a sister company of The House of Marketing and a member of the Customer Collective. 🌶 TODAY’S MENU The importance of Value Management Pitfalls and mistakes when it comes to loyalty or churn Concrete examples 🧩 RESOURCES 👉 All links, resources, and info: https://thom.be/blog/podcast-value-management 🚀 TIMESTAMPS (02:22) Can you explain to us what is Value management and why it matters so much? (03:13) Is there a link between Value Management, Churn, and Loyalty? (03:50) What are some mistakes that you see happening at clients when it comes to loyalty or churn campaigns? (06:41) Can you tell us a bit more about what is the content of the client? (07:33) Can you explain what it means in terms of process? (08:31) Can you explain more concretely what is happening there? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thanks to Frank Cornelis. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jun 15

19 min 25 sec

In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game-changer in marketing. That was theory though. Today, we would like to come back on the topic with a real-life case developed at Luminus. This case is explained to you by Marnix Van Vrecken from Luminus and Stijn Sommerijns from Upthrust, a sister company of The House of Marketing and member of the Customer Collective. 🌶 TODAY’S MENU ID marketing in the energy sector The digital media offer at Luminus Key takeaways for Luminus 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: https://thom.be/podcast-id-marketing-luminus 🚀 TIMESTAMPS (04:25) What is the digital meter? (05:20) Does it reduce climate change? (06:26) What was the exact question they want us to solve? (07:15) Why ID Marketing, why was is it the best solution for this challenge? (08:46) Why digital media offer was the most attractive for Luminus customers. How do you tackle this question very concretely? (10:25) How did you experience working with the new ID Marketing method? (12:32) What were the things you've learned? (13:14) Any key takeaways? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thanks to Marnix Van Vrecken and Stijn Sommerijns. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard. 

May 17

15 min 17 sec

With Tobias Tousseyn, Country Manager Benelux at Veepee, and Stephanie Tang, Senior Consultant at The House of Marketing. 🌶 TODAY’S MENU How did Veepee respond to the pandemic? Personalization in e-commerce Technologies in e-commerce 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-veepee 🚀 TIMESTAMPS (06:08) Can you briefly explain the impact of covid-19 on your business and how Veepee has responded to it ? (08:07) Did customer expectations change since the last year and is it lasting? (08:53) How are you answering these consumption habits, are there initiatives that you've launched? (11:09) Can you tell me how you maintain a positive customer experience throughout the journey? (12:38) Do you have learnings on how to improve the conversion rate? (14:33) What does personalization mean for your business? (15:44) Are there KPI's that are important to you? (18:11) Are there other data that you share with addData? (19:01) Are you considering using technologies like AI, Voice technology, chatbots? (21:44) Have you found the magic solution to reduce or return yet? (23:05) Can you explain your delivery policy, regarding returns and logistics? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard. 

Mar 22

31 min 36 sec

With Franco Prontera - Country Manager Too Good To Go, Kenny Defrijn – Head of Marketing Too Good To Go and Stephanie Tang, Senior Consultant at The House of Marketing. 🌶 TODAY’S MENU The impact of the pandemic on Too Good To Go Conversion tips and tricks The loyalty strategy of Too Good To Go 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-too-good-to-go 🚀 TIMESTAMPS (06:30) Has the pandemic impacted your way of doing business, where there any threats? (09:20) How do you maintain a positive experience throughout the whole journey? (12:02) Are there other KPI's that you follow to measure the performance? (14:30) Do you have some tips and tricks to boost conversion? (19:35) Referring to the non-commercial messages Too Good To Go publishes about food waste: Is this also reflected in your engagement and loyalty strategy? (23:32) How is Too Good To Go organized in Belgium and how big is the organization? (28:06) Is the business model "subscription" something you thought about and can it boost loyalty further at Too Good To Go? (29:44) Can you share a scoop with our listeners? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard. 

Mar 15

42 min 1 sec

Want to support us? Give us a review on Apple Podcast! With Thomas Vaarten, Marketing & Digital Director at Overstock Home, Overstock Garden and Exterioo, and Stephanie Tang, Senior Consultant at The House of Marketing. Overstock Home, Overstock Garden, and Exterioo, the 3 retail brands of Overstock, focus on a broad and modular furniture assortment, offering contemporary design at a great value for money proposition. 🌶 TODAY’S MENU How did Overstock enter the e-commerce market? The importance of Black Friday An omnichannel strategy that streamlines the e-commerce experience 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-overstock 🚀 TIMESTAMPS (07:17) How did Overstock respond to the pandemic?  (08:57) When did Overstock start thinking about an e-commerce expansion?  (11:01) What was important in the change to e-commerce?  (12:58) The importance of Black Friday  (14:23) The Omnichannel strategy  (16:37) Change management: going online  (18:26) What technologies streamline the e-commerce experience?  (19:36) How to boost repeat purchases in the furniture industry?  (23:03) The key partnerships of Overstock  (26:30) When did you go over and beyond for a customer?  (28:28) How do you stay up to date with e-commerce trends?  (30:00) What e-commerce players inspire you?  (32:16) What is your best online experience as a customer? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * This episode is brought to you by The House of Marketing. Special thanks to Thomas Vaarten and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard. 

Mar 8

34 min 42 sec

Chef Basket is one the 20.000 e-shops created in 2020. Pierre Degreef saw the impact of the horeca shutdown on food suppliers and decided to bring professional grade produce to consumers. From the initial idea to the first order, only thirty days went by. 🌶 TODAY’S MENU How did Chef basket build its consumer base? The success formula explained A valuable retention strategy in e-commerce 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-chef-basket 🚀 TIMESTAMPS (00:31) Introduction of Jean-Marc and Eva (01:10) Introduction of Stephanie and the E-commerce Barometer (03:00) Introduction of Pierre + Chef Basket (07:00) The success formula explained (07:45) Did a lot of e-commerce shops start during the pandemic? (08:50) Do online consumers have different expectations than they have in a mortar and brick store? (10:13) How did Chef Basket build its consumer base? (11:14) Some notes on the retention strategy (12:32) How does the average basket value evolves from a customer? (13:40) What are the next steps for Chef Basket? (14:33) What might be hurdles in the road to future growth? (15:36) Chef Basket Promocode (16:00) When did you go over and beyond for a customer? (16:54) How do you stay up to date about e-commerce? (17:28) What e-commerce companies inspire you? (18:08) What is your best online experience as a consumer? (19:20) Wrap-up 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thank to Pierre Degreef and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 1

20 min 37 sec

Kazidomi is an online personalized food market with a focus on healthy and organic products. Kazidomi's revenues almost tripled in 2020. In this podcast, Marine Rozet tells me the reasons of this exceptional growth : the surge of new customer segments, a higher purchase frequency and a greater awareness and interest for healthier products. 🌶 TODAY’S MENU How Kazidomi tackled the increase of online buyers How to boost repeat purchases The challenges and opportunities for going cross border 🧩 RESOURCES 👉 All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-kazidomi 🚀 TIMESTAMPS (00:34) Introduction of Jean-marc and Eva (00:57) Introduction of Stephanie and the E-commerce Barometer (02:20) Introduction of Kazidomi (03:02) Start of the interview with Marin (07:52) The logistics versus sustainability (09:04) How do the lockdowns have impacted the business (10:34) Do you notice changes in the way people are consuming? (11:00) The increase of online buyers (11:45) The difference in Basket value (13:30) Comparison with the E-commerce Barometer (14:57) marketing Automation practices at Kazidomi (17:14) The measurement of the NPS score (18:19) How does Kazidomi grows its consumer base? (21:15) How do you boost repeat purchases? (22:30) How to push consumers to finalize their transaction? (26:40) Do online consumers have different expectations than they have in a mortar and brick store? (29:32) What are the difficulties going cross-border? (32:00) Would Kazidomi ever consider a physical store? (33:10) When did you go over and beyond for a customer? (34:28) How do you stay up to date about e-commerce? (35:49) What e-commerce companies inspire you? (36:40) What is your best online experience as a consumer? (37:35) Wrap-up 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * Want to support us? Give us a review on Apple Podcast! This episode is brought to you by The House of Marketing. Special thank to Marine Rozet and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 1

39 min 19 sec

In this episode we dig a little deeper into the concept of ID marketing by looking at how it can be applied to the innovation process. Eline Khancheh Zar, Senior Consultant at The House of Marketing, explains what Business Design Thinking (BDT) is and how ID marketing will revolutionize the way we innovate. 🌶 TODAY’S MENU The concept of Business Design Thinking  Why we needed to change the framework and what we changed And finally how this will result in more successful innovations 🧩RESOURCES 👉 If you want more information about our new Business Design Thinking framework, have a look at www.thom.eu/bdt 🚀TIMESTAMPS  (00:45) Introduction of Jean Marc and Eva (01:40) Introduction of expert Eline (03:02) Explanation of the Business Design Thinking Approach (04:36) The steps of Business Design Thinking (08:25) The introduction of behavioral data (10:26) The second diamond (11:20) How to validate your value proposition? (12:28) The importance of iteration (13:35) How ID marketing increases the succes rate of your business design thinking process. (15:31) What to keep in mind about Business Design Thinking Want to support us? Give us a review on Apple Podcast! 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * This episode is brought to you by The House of Marketing. Special thank to Eline Khancheh Zar. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Feb 1

17 min 13 sec

Today, Oliver McAllister and Sophie Van Orden join us to tell us all about organizational design, how important it is for a company that wants to cope with change and how marketers can impact it. 🌶 TODAY’S MENU How to structure your company in order to achieve your goals efficiently What are the main pitfalls of organizational design we see way too often How any marketers can positively impact org. design even if they are not decision makers 🧩 RESOURCES 👉 https://bit.ly/THOMcastE02 Summary of the episode Full guide on becoming an agile organization Culture Design Canvas: assessing and strengthening your company culture 🚀 TIMESTAMPS (01:22) Introduction of our experts: Oliver and Sophie (03:22) What are some big Organizational Design trends we see during the pandemic? (04:54) Do you see typical mistakes people make in their process? (07:32) How can marketeers and our peers better deal with change? (11:20) What are some of the typical questions you get from managers struggling with change in their organization? (13:50) Could you give us some examples how to tackle these questions? (16:24) How do you convince marketers that the proposed change solution will also work for them? (19:00) How does this all apply to me? How can I weigh in on these big topics? (21:15) Wrapping up with Sophie and Oliver 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * This episode is brought to you by The House of Marketing. Special thanks to Oliver McAllister and Sophie Van Orden. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Jan 8

23 min 12 sec

In this episode, Lies Taerwe, Managing Director at The House of Marketing, explains how Integrated Data Marketing can revolutionize today and tomorrow's way of doing marketing. 🌶 TODAY’S MENU Why 80% of new products launched are unsuccesful Why businesses fail at understanding their customers' needs How ID marketing solves this, and how you can start applying it today 🧩 RESOURCES 👉 https://bit.ly/THOMcastE01 Summary of the episode More detailed view on ID Marketing, including case The ID Marketing Starter's Guide 🚀 TIMESTAMPS (01:48) What is "ID Marketing" and why should you care? (03:42) Is there really a gap between what consumers say and do? (07:55) What should we do with traditional marketing? (10:12) How does ID Marketing change the way to define personas? (13:25) How to you concretely start implementing ID Marketing? (15:46) Neuromarketing... isn't it too heavy/expensive/complex? 🙋‍♀️ CONTACT US Instagram Linkedin Business inquiries  Podcast inquiries   * * * This episode is brought to you by The House of Marketing. Special thanks to Lies Taerwe. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Nov 2020

20 min 8 sec