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MIcompany is an agency specialized in Big Data Analytics. We build Data Analytics capabilities for our customers to create value. This capability building is done through impact programs in which value is created right form the start.

‘One of the leading intelligence firms in Europe’ – American market study

Improving promotions through insights in customer behaviour at Dirk

25 Nov 2016Promotions are for supermarkets one of the most important marketing instruments. read more

Martin's columns in the FD newspaper

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Read Martin Heijnsbroek's Financieele Dagblad columns here

De krant sloeg de plank volledig mis

26 Nov 2016

Het draait om de robuustheid van het systeem

22 Oct 2016

Is ook de Autopilot een simulatie?

24 Sep 2016

Computerkunde met tekenopdracht

16 Jul 2016

Kan de rechter op Compas varen?

9 Jul 2016

De cognitieve mediator helpt u

2 Jul 2016

Direct afrekenen met Google

25 Jun 2016

Het bewijs zit in de pudding

18 Jun 2016

Niet het waarom, maar de hoe-vraag

11 Jun 2016

Breng je dochter aan de man met data

4 Jun 2016

De data-winkelier kent zijn klanten

27 May 2016

Oekraïne hackte het Songfestival

21 May 2016

Gaan we toch nog rekeningrijden?

14 May 2016

Gaan Oosterse paarden snel?

7 May 2016

Genoeg te doen voor Den Haag

30 Apr 2016

Een digitale paraaf met gezag

23 Apr 2016

De battle tussen bank en challenger

16 Apr 2016

Brussel, Parijs en het taxiprobleem

9 Apr 2016

In de wolken met de cloud

26 Mar 2016

De achterkant van het windevangelie

19 Mar 2016

Algoritme aan tafel

12 Mar 2016

Nooit meer opruimen

5 Mar 2016

De strijd om de platformdata

27 Feb 2016

En Amsterdata wint de pubquiz

20 Feb 2016

De toekomst van de spirituele makelaar

13 Feb 2016

Allrounders verslaan experts

6 Feb 2016

Bij Netflix geen spaghetti op menu

30 Jan 2016

De revolutie leiden of ondergaan?

23 Jan 2016

De kleren van de data

16 Jan 2016

Bedenktijd voor big data lawine

9 Jan 2016

Zet economisch onderwijs bij EZ

19 Dec 2015

Met BioTattoo de kerst door in 2020

12 Dec 2015

The odds are against you, Michiel

5 Dec 2015

De bal ligt voor het oprapen

28 Nov 2015

Waarom verse data zo eng kunnen zijn

21 Nov 2015

Cfo, het staat in de sterren geschreven

14 Nov 2015

Drie keer op bezoek en je bent voorgoed verslaafd

7 Nov 2015

De veldslag is begonnen

31 Oct 2015

Nieuwe tool in de kist, maar de analist blijft

24 Oct 2015

Is kiezen voor bèta altijd verstandig?

17 Oct 2015

Wie de small data niet eert..

10 Oct 2015

Uber ga je niet te ver?

3 Oct 2015

De slag om de superanalist

26 Sep 2015

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Powerful analytical team MIcompany consists of a team of more than 65 employees and is led by Marnix Bügel, Martin Heijnsbroek, Roland Tabor, Wouter Huygen, Rohied Mokiem, Geertje Zeegers and Folkert de Jong. Most of our employees (85%) have a background in Econometrics or Mathematics and belonged to the best of their study. The team is supported through strong ties with top academics from the universities of Rotterdam (Econometrics), Munster (Marketing) Amsterdam (UVA Science Faculty) and Groningen (Marketing).

Leadership Team

Our people

Marnix is Managing Partner of MIcompany and an international thought leader in the field of Customer Management, he has extensive experience in building Data Analytics capabilities for the boards of blue chip companies such as, Centraal Beheer, Achmea, Knab, and KPN. He has a Bachelor’s in Mathematics, a Master’s in Computer Science and a PhD in Marketing (2010). read more

About Marnix

Marnix’s passion

Marnix’s real passion is discovering new, surprising growth directions for companies and ensuring that they are enthusiastically presented to their Boards.

Marnix’s values

Albert Einstein said: “Everything should be made as simple as possible, but not simpler.” He was right: too much simplicity can kill organizations.

Marnix Enjoys

Looking back after an analytical transformation has begun to deliver results, and to reflect with those involved on the real impact of positive change on individuals and companies.

Martin is Managing Partner of MIcompany and is convinced that many companies need to dramatically step up their analytical capabilities. “They need to rethink how they develop and excite analytical leaders. They must also try to bottle that magic through investing in analytical methods and tools.” To realize this vision, Martin left McKinsey & Company where had led the Marketing & Sales Practice in the Benelux and the European Customer Lifecycle Management team, to join MIcompany and become a key figure in the “Your Analytics” concept. Martin was awarded an MSC in Econometrics from the Erasmus University Rotterdam and an MBA from INSEAD. During his studies Martin was a Student Assistant at the Tinbergen Institute with Prof. B.M.S van Praag. read more

About Martin

Martin’s passion

Martin enjoys helping companies to see the value of leveraging consumer analytics in their day-to-day business. In fact, the fun of discovering new opportunities and cracking complex problems, all while thinking through how a company must change to capture these opportunities, is what makes him tick. Martin also enjoys coaching MIcompany talent to become valuable and responsible leaders.

Martin’s values

Being realistic and ambitious whilst building long-term partnerships. He tries to stay away from naive and fake oversimplifications on the client’s implementation side, while remaining very ambitious on capturing the full impact potential for them. His experience in transformations has convinced him that, with a multi-year time frame, magic can happen. In fact, it often does!

Martin enjoys

Having fun, for example playing football with his friends on a Thursday evening, being at home with his family (wife, four kids and an American Collie), or having drinks and dinner with friends!

Wouter is a Partner at MIcompany specialized in B2B analytics. He has extensive experience in transforming B2B companies, either to gain a competitive edge in their go-to-market approach or to increase their operational efficiency. “Companies operating in B2B environments often have huge untapped potential that can be unlocked by building analytics capabilities into their marketing, sales and supply chain processes. A prime example is the Dutch healthcare industry, where insurers periodically buy a complex web of products (treatments) from a multitude of suppliers (e.g. hospitals). Analytics present huge potential in providing transparency and insights to support the sourcing process, as well as in pin-pointing cost reduction potential in the healthcare system.” Wouter has a Bachelor’s in Mechanical Engineering, a Master’s in System & Control Engineering and an MBA from INSEAD. read more

About Wouter

Wouter’s passion

As a child, Wouter had a keen interest in technology and wanted to become an inventor. He likes to figure out how things work. Wouter finds his passion in helping people and organizations to operate smarter by ‘inventing’ differentiating analytics capabilities.

Wouter’s values

“Whether you think you can, or you think you can’t, you’re probably right” – Henry Ford.

Wouter Enjoys

Wouter enjoys doing sports as way to relax, especially in the outdoors (e.g. skiing), reading, and spending time with family and friends.

Roland is a partner at MIcompany and specialized in (r)etail analytics. In a period of over ten years, Roland had senior management positions in the retail areas of marketing, e-commerce and customer intelligence. Roland expects data & analytics to become so important in retail in the next years, that many retailers will build these competences themselves. “Retailers have such an amount of data, but at the same time they have limited insight in the behavior of their customers. When customer behavior is combined with the readily available product and sales information, new insights emerge. In this field are great opportunities for retailers which have analysts and data available”. Roland started his career at McKinsey & Company after obtaining a PhD in Chemistry at Utrecht University. read more

About Roland

Roland’s passion

Roland loves to translate complexity into solutions with a simple approach to get things done. He is excited by the enormous potential of embedding customer insights in the company DNA and is passionate in translating insights into something meaningful.

Roland’s values

“I have no special talents. I am only passionately curious” – Albert Einstein

Roland Enjoys

Roland enjoys to travel far and long, ideally off the beaten track. In Amsterdam, Roland loves to sport a lot and spend time with his friends and family with a good glass of wine and some great food.

Rohied is a Partner at MIcompany and specialized in modelling and forecasting. He has more than 15 years of big-data and analytics experience build up in academia and business. He believes that the exponential development of internal and external data represents a golden opportunity for new growth and optimising businesses. Unlocking this potential, however, will require not only sophisticated algorithms and modelling, but also creative business thinking. Rohied enjoys helping companies to develop this thinking and assisting them in, for instance, increasing asset utilisation, predicting customer demand and developing growth opportunities driven by the Internet of Things. Rohied holds an MSc in computation astrophysics, obtained a PhD in astronomy in 2006 from the University of Amsterdam and has a decade of strategy consulting experience. read more

About Rohied

Rohied’s passion

Translating data into insights and discovering fundamental drivers. He is keen on discovering how things work and helping companies using these insights to optimise their operations and to create a competitive edge.

Rohied’s values

Regardless of the underlying complexity you should be able to explain all recommendations and solutions to anybody in the organization.

Rohied Enjoys

Spending time with his family and friends, sports, traveling, and, when the location allows for it, scuba diving.

Geertje is Junior Partner at MIcompany and responsible for MIcompany’s Academy programs (MIacademy and Analytical Academy). She has experience as a senior analyst and as a team leader of analytical projects for different digital leader and blue chip companies such as KPN, and Centraal Beheer. During this time she specialized in creating sustainable growth by embedding analytics within an organization. Now, she is taking the building of this capability to a new level by helping companies realize their analytical ambitions through developing their employees in the MIacademy programs. Together with her team she has been guiding over a 1.000 participants from 16 different clients, spread out over 13 different countries in building their own data and analytics capabilities. Her background in Social Psychology, with a specialization in the quantitative and consumer fields, gives her analytical experience a unique additional dimension. read more

About Geertje

Geertje’s passion

To inspire others into embracing analytics as the path to sustainable growth, both now and in the future.

Geertje’s values

“You need an entire life just to know about tomatoes!” – Ferran Adrià

Geertje enjoys

Taking simple, pure ingredients and turning them into something beautiful to eat. It’s like solving an equation and, at the same time, creating something delicious and great! And when not cooking, she loves any sport associated with snow or water.

Jeroen is Associate Partner of MIcompany and a thought leader in sportmarketing. He combines analytical thinking with extensive experience in commercial strategy in different industries. Based on his specialised knowledge of sportmarketing Jeroen founded MIsportscompany, a specialised unit within MIcompany to analyse and improve the ROI on sport sponsorships. Jeroen obtained a master degree in business economics at Erasmus University (1997), International Marketing Degree at Michigan State University (1996) and a Bachelor degree in Business Administration at Nijenrode University (1994). read more

About Jeroen

Jeroen’s passion

Working together with clients to achieve impact on business results using profound analyses and breakthrough commercial strategies.

Jeroen’s values

Dedication, expertise and teamwork.

Jeroen enjoys

Challenging myself in many different sports, like sailing, tennis, speed skating and cycling.

Folkert is Junior Partner at MIcompany, he is responsible for MIcompany’s Data Discovery Programs and has a specialization in Customer Journey Analytics. His great talent is combining his analytical skills and business sense to translate insights from the longitudinal customer view into actions with tangible impact. Together with his team he helped many major Dutch companies in the fields of Insurance, transport and telecom to transform into a (digital) data driven organization. Folkert holds a Master’s degree in Econometrics and Operations Research. read more

About Folkert

Folkert’s passion

Surprise our customers with innovative insights that exposes new opportunities which were not visible before.

Folkert’s values

Teamwork, fun and impact.

Folkert enjoys

Improving himself in sports, such as running a marathon or cycling the biggest challenge in the French Alpes (La Marmotte).

Wynfrith is an enthusiastic and energetic program manager in marketing intelligence. His expertise field is customer based forecasting of financial metrics. With his unique qualities of persistence, he is a key player where marketing meets finance. A specialist in mobile telecoms and assurance, he also has excellent skills in effective visual data communication through enhancing and realising management reports and dashboards. Wynfrith has a Master’s degree in Econometrics, Operations Research and Actuarial Studies (2006), with a Minor in Philosophy. read more

About Wynfrith

Wynfrith’s passion

Using his problem solving abilities to finding drivers of financial metrics by highly beneficial analysis and translating it into management dashboards.

Wynfrith’s values

Ask questions: ‘A prudent question is one half of wisdom.’  –  Francis Bacon

Wynfrith enjoys

Cycling and boot camp. He’ll will never throw in the towel, no matter what!

Ilya is an ambitious and fast-learning programme manager with a drive to help people and companies achieve their goals. He uses his background in Marketing Econometrics (Cum Laude) to both solve complex problems and translate the findings into business impact. This has been especially useful in several transformation projects that Ilya has led in the financial sector over last couple of years and helped the clients to identify opportunities worth millions of margin and Customer Lifetime Value growth. Ilya is also a specialist in B2B marketing & sales, where he has helped develop a B2B distribution strategy based on ROI and develop analytical sales performance tooling for B2B sales managers. In addition to finance, Ilya has also gained extensive marketing intelligence experience in areas such as telecoms, lotteries and travel during his time at MIcompany. read more

About Ilya

Ilya’s passion Ilya enjoys helping people and organizations to achieve impact by finding simple yet powerful solutions to problems.

Ilya’s values

“The important thing is not to stop questioning.” – Albert Einstein.

Ilya enjoys

Dancing, discovering other countries or cultures, and making changes that will help mankind to save its weakening environment.

Sven is a team and project leader whose specialism is analytical pricing. After working in the gas industry, he’s been working for quite some years at MIcompany now. Over the years he’s built up an extensive portfolio of experience in some challenging business areas such as transport,  telecoms, media, finance, sports and lotteries. Sven holds a master’s degree in econometrics and operational research read more

About Sven

Sven’s passion

Creating that special killer insight that makes a project truly stand out, and by doing so enabling both organisations and people to grow to a higher level.

Sven’s values

Many things in work will catch your eye, but few will catch your heart! So pursue those, and also, never stop trying to hatch new ideas for creating innovative insights out of existing and new data.

Sven enjoys

Celebrating team successes, both at work and at home.

Tryntsje is analytical, conscientious and efficient. She’s also a great team player. As a student of Econometrics in Groningen (2009), she used the opportunity to look at all the possible ways of applying econometric models to marketing situations. For example, in her graduation project, she set up a conjoint study to gain insight into price elasticity in the energy market. During the last year of her study, she had already begun working for MIcompany and created her first algorithm for KPN. As a consultant she has since made several more matching-algorithms for the financial market. As Head of Analytical Education she is responsible for the three-year MIacademy program. After studying at the TFC Trainersacademie (2014), she is a certified trainer and acknowledged by the Dutch society of professional trainers (NOBTRA). She is a trainer of several methods and techniques and leading the 6-weeks MIacademy program. This job gives her great satisfaction and also helps her in her desire to immediately apply new theoretical concepts in practical cases. read more

About Tryntsje

Tryntsje’s passion

First, creating a win-win situation for the companies we work for and their customers. And then sharing her passion for Marketing Intelligence with anyone who will listen and helping other people become great MI-analysts.

Tryntsje’s values

Tryntsje loves sharing her enthusiasm, respect, love, integrity, knowledge and talents with those around her to both improve the working environment and to make a real difference to both her colleagues and clients.

Tryntsje enjoys

Spending quality time with family and friends, playing sports (volleyball in particular), and especially helping other people.

About Peter

Peter’s passion

Creating advanced tools or solving complex problems that make the lives of our clients much easier.

Peter’s values

“A superior man is modest in his speech, but exceeds in his actions.” – Confucius

Peter enjoys

Making music on his keyboard or drum kit and simply having a good time with friends.

Lara is an ambitious and dedicated team player, who thrives on the opportunity to make a difference, both in her work and her personal life. She is eager to learn and to use her knowledge to provide useful business insights for our clients. Lara has completed a Master’s degree in Econometrics and Mathematical Economics. read more

About Lara

Lara’s passion

Using the combination of her analytical skills and social skills to get the best out of herself and her colleagues in order to take our clients to the next level.

Lara’s values

“Genius is one percent inspiration and ninety-nine percent perspiration” – Thomas Edison

Lara enjoys

Having a great time with the people that are important to her. That can be going out for dinner and cocktails on a saturday night, sharing the latest fashion trends, or going on a trip exploring new parts of the world.

Helen is an ambitious analyst with a strong sense of responsibility. As a bachelor student Econometrics at the University of Amsterdam, she already began working for MIcompany. During this time Helen helped with many projects and showed the ability to quickly get familiar with new tools and topics. For her Master’s degree in Econometrics (2012) Helen wrote her thesis as an internship at MIcompany where she did research on estimating and predicting techniques for group membership in marketing cases. read more

About Helen

Helen’s passion

Helen really enjoys finding practical solutions to complex problems. Every problem is like a fun puzzle that somehow can be solved, whether it is putting step by step all the pieces together or having the Eureka moment.

Helen’s values

Stay ambitious! “Intelligence without ambition is a bird without wings.” – Salvador Dali

Helen enjoys

Travelling around the world, exploring countries and especially remote nature areas for bird watching. One of Helen’s dreams is to see all the bird species in the world.

Samantha is the office manager of MIcompany and leads the secretarial team. She is a PA for one of the partners in the Management Team. She studied at Hogeschool Schoevers and has worked for the partners for more than 11 years. read more

About Samantha

Samantha’s passion

Samantha loves being at the heart of the organisation, doing many different things and helping everyone to the best of her abilities. She doesn’t know the meaning of the word “no” and doesn’t rest until a problem is solved. She also likes to keep up to date with everything that’s going on so as to be able to help everyone as much as possible.

Samantha’s values

“Nothing is impossible, the word itself says “I’m possible”!” – Audrey Hepburn

Samantha enjoys

I love to have a good time! Whether it’s doing nice things with my family, playing a game with friends in front of an open fire, eating out or going on a winter sports holiday. It’s all about enjoying life.

Our customers

Selection of MIcompany clients across different sectors:

bol.comDirkDe BijenkorfDekamarkt
KnabABN AMROVan LanschotRabobank
Centraal BeheerFBTOInterpolisAchmea
ShellLeumi CardInteramericanTransamerica
BelastingdienstVSBfondsHet ConcertgebouwVvAA

Our proposition

MIcompany is an agency specialized in Big Data Analytics. We build Data Analytics capabilities for our customers to create value. This capability building is done through impact programs in which value is created right form the start.

‘One of the leading intelligence firms in Europe’ – American market study

Our values

Impact MIcompany creates an impact for companies by identifying significant growth potential. All opportunities identified are presented at Board level. In 2011 we identified total opportunities for EBIT growth of more than € 1 billion and presented them in over 100 board meetings (average growth opportunities of  €10 M per meeting). Sustainability MIcompany stands for growth, but importantly also for sustainability. We measure our opportunities in terms of revenue and EBIT, but also in terms of the lifetime value we create for our customers. We aim to balance Value created to the Firm (V2F) with Value created to the Customer (V2C). Moreover, we build capabilities within organisations that enable them to monitor value creation and identify opportunities by themselves in the future. Learning Creating a learning environment around our assignments is also important to us. We believe in educating our customers to find new growth streams and new capabilities. Therefore, we opened the Marketing Intelligence Academy (MIacademy) within MIcompany. And to make sure that we learn and grow ourselves, we formulate individual and team goals in all our assignments.

Our office

Contact us


MIcompany works for the board of blue chip companies in Europe. For these companies we identify significant growth opportunities and build analytical capabilities. Let us present some examples to you.

Discovery & Initiatives

Case - KnabBuilding exponential growth with Data Analytics at a start-up

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Knab was founded in 2012 on the belief that things had to change in the financial world. Therefore an innovative online bank with a fixed price proposition was introduced. The expected traction from the market, however, did not take place in the first 1.5 years since going live. To make a change Knab transformed in 2014 to an organisation driven by the power of Data Analytics. As a result the weekly net growth accelerated exponentially and the number of fee paying customers multiplied by ten within only one year. Click on the article to read more.

Case - NSLeveraging Big Data to make

your customers happy

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In January 2011 the customers of the NS had suffered from serious waiting times and cancelled trains. This was now the second winter in a row, where management was forced to embark on a series of crisis interventions that would limit the damage done to their customers. Besides launching a taskforce to improve the winter-resistance of the rail network, the NS asked itself the question: “how can we more structurally monitor and improve on the drivers of the experience of our customers?”. Management was convinced that the answer to that question was hidden in the very large sets of operational and marketing data available. And that through uncovering the answer, the NS would be able to continuously optimize the investments for the experience of the customer base. The approach that was developed lead to considerable impact and was selected as one of the five finalists of the global Gary Lillien Marketing Prize in 2016. Click on the article to read more.

Case - InSharedWhat do your customers secretly tell you about how to treat them?

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In 2009, InShared was founded. As a new player in the Dutch insurance market, the mission of InShared was to distinguish itself from other insurers by building a fully online operating company. In cooperation with MIcompany, InShared used the power of Data Analytics to understand how to create value by learning from the behavior of their customers. Click on the article to read more.

Case - Centraal Beheer & VSB fondsCreating value along your

customer journey

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With the proliferation of digital channels, there is more and more information about customer needs and their attention. This information provides for the first time the data to monitor the full journey a customer goes through. Now, we can even understand the behavior of a potential customer before they make a purchase. Or, understand their post-purchase behavior: in terms of usage or product evaluation. Recently, VSBfonds and MIcompany identified an opportunity to increase the yearly turnover of the biggest theatres in the Netherlands by more than 100%. While very significant in terms of impact potential, there are also important pitfalls when opportunities are not linked with value creation. By understanding how value creation occurs throughout a customer’s entire journey, companies will get actionable and targeted insights for real impact. As such, they will be able to better identify how to intervene in their customers’ journeys. Click on the article to read more.

CaseThe analytics imperative for consumer goods companies

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The coming 5 years, the world of consumer goods is going to turn up-side-down. The old paradigm of large scale product push is now – finally – evolving towards a more personalized, consumer-driven pull model. All driven by changes in technology and consumer behavior. Consumer goods companies will increasingly engage with consumers directly through digital channels. However, this is not only about cutting out the middle man. This is about transitioning towards becoming truly consumer driven, serving individual customers to their unique needs and preferences and creating new value in unprecedented ways. Capitalizing on this opportunity requires a new set of non-trivial capabilities powered by Big Data Analytics. Click on the article to read more.

Metrics & Models

Case - Booking.comHow leverages its online data to get grip on the customer service workload forecast

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Handling a million bookings per day in more than 40 languages. is the global market leader in the travel industry, handling over a million bookings per day. To optimize the way it handles the millions of customer interactions per day, is well known to be one of the innovators in using Big Data Analytics. The recommendations you get as a customer, the web-site design and functionality, has all been optimized using the data available. A critical customer interaction platform is the Customer Service centre, since many customers or prospects still have a need to interact over the phone or mail. Weekly, has to handle more than a million questions, requests and complaints. To do so, the Customer Service (CS) centre consists of thousands of FTE of CS agents speaking 43 different languages. All of these agents need to be planned and scheduled properly. The question is how. Click on the article to read more.

Case - DirkImproving the results of your promotions through insights in customer behavior

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Promotions are for supermarkets one of the most important marketing instruments. The promotion revenue in the Dutch supermarket sector each year is well over € 5 billion, which accounts for almost 15% of the total Dutch supermarket revenue of € 35 billion. Every week hundreds of product promotions are offered in various supermarkets. Promotions affect each other and also have a strong influence on the sales of other products. Despite the huge amount of promotion revenue, only a small number of retailers – and also few suppliers – have a detailed, full insight in the net result of their promotions. Until recently, this also applied to Dirk. However, in 2016 Dirk established a data analysis suite together with MIcompany. This suite can be used to follow the behavior of individual customers before, during and after the promotions. In the following article we will explain how Dirk makes the different effects of promotions visible, and improves the promotions results through analyzing their customer behavior. Click on the article to read more.

Case - InteramericanAdvanced lifetime modelling to value customers in a multiproduct environment

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There is no industry in which value steering is so key as in the insurance industry. This is caused by the high cost of risk in this sector combined with the steep distribution between customers. However, value modelling at the customer level is very complex, driven by strong differences in customer behavior between and within business lines. As a result the majority of insurers currently steers on the margin per product. This means that differences in loyalty (lifetime) and the interaction effects between different products of a customer aren’t adequately addressed in the valuation of customers. To overcome this, an overarching lifetime model is needed which gives accurate lifetime predictions on a customer level taking all information into account. In this article it is described which model is capable of creating such advanced lifetime predictions, which challenges may arise when building it and how a customer lifetime model can create value within organisations. Click on the article to read more.

CaseThe next step in evolution: why algorithms will change the ancient art of setting your price

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From the dawn of trading, setting the best price for a product has been a skill that many have tried to master. Already in biblical times, merchants and their customers spent a lot of time bargaining before closing a deal; merchants tried to get a maximal profit out of a sale, while their customers tried to find the best deal for their purchase. In the renaissance era, supply and demand of early markets determined the prices of various kinds of spices from all over the world. Supply was low and came with high costs due to long and dangerous trading routes, while exclusivity of spices ensured a high demand. Merchants used this to sell their spices at high prices, thereby creating a high profit margin for themselves. Click on the article to read more.

CaseImproving financial forecast through customer behavior data – Telecom Provider

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Many listed and non-listed companies are ruled by forecasts about their revenue and profits. But significant deviations between forecasts and reality are extremely common. These deviations can have severe consequences on a company’s stock price, its brand image, and its workforce. MIcompany discovered that these forecasts can be improved relatively easily by using more granular data and more advanced forecasting methods. Based on this breakthrough, MIcompany developed a forecasting methodology that strongly improves the financial forecasts of organisations. This article describes the first implementation of this methodology for a mobile telecom operator. Click on the article to read more.

Data & Technology

Case - NaspersHundred measures of liquidity – slaying the multi-headed dragon of St George

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Becoming a world-wide leader in a fast growing business often relies on the acquisition of local champions. In addition, building a sustainable growth path requires careful balancing of fostering local entrepreneurship with central optimization. One of the key challenges that we encounter in the field of Big Data is how to build a global Business Intelligence (BI) and Data infrastructure. This also applied to Naspers’ OLX Group: how could a central ‘one source of the truth’ be established that is understood and adopted across all regions and countries? In a period of 6 months, the OLX Group – together with MIcompany – successfully developed a steering framework and a robust and scalable central BI infrastructure that was adopted across regions. This article describes the approach taken and shares our reflections on lessons learnt. Click on the article to read more.

Case - Het Concertgebouw & De DoelenDriving loyalty of your audience through technology in the cultural sector

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Recently, MIcompany analyzed the customer behavior of five theaters (and concert halls) over a period of three years. From this research – initiated by VSBfonds – it appeared that the loyalty of audiences to a great extent determines the success of the theaters. Moreover, using the power of Data Analytics proved to lead to a significant increase in this loyalty. MIcompany, together with VSBfonds, designed the Cultural Analytical Suite (CAS) to continue to harness this opportunity. This article explains the working of the CAS and its possible applications. Click on the article to read more.

Case - KnabDriving customer engagement with the Banking Analytical Suite

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In 2014, Knab realised an exponential growth in their number of customers by using the power of Data Analytics.[1] After this success, there was a strong wish in the organisation to continue this fact-based steering and spread it throughout the organisation. Therefore, the Analytical Suite of MIcompany—a standardised analytical environment where the value development of customers can be followed, predicted and evaluated—was customised for Knab in 2015. The resulting Banking Analytical Suite helps Knab to focus on their customers’ needs, even with a rapidly expanding customer base. It is used by different disciplines within the organisation, including finance, marketing, service, sales, and last but not least, Knab’s board. The different modules make it possible to follow customers’ development from different functional angles, supporting fact-based decisions in all these departments. This results in a continuation of growth and an active and satisfied customer base.[2] Click on the article to read more.

People & Organisation

Case - AEGONBuilding global Data Analytics competencies at Aegon

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To almost all organisations today, it is obvious that they must do something about utilizing Data Analytics. Discussions no longer center on why you should (the answer by the way: because companies using Data Analytics consistently outperform their competition. See Figure 1) but focus on how companies should go about this utilization. The key? Focus on analytical talent and analytical competence building. We will explain why. And illustrate the effectiveness of this focus through the approach Aegon took to building their analytical capabilities. Click on the article to read more.

Case - bol.comBuilding management skills to benefit from Data Analytics

read more pioneered in shaping the Dutch online market and has become one of the strongest retail brands.’s leading position has been fueled by the powerful capabilities of the Data Analytics teams, built up by Jens Waaijers and developed in partnership with MIcompany. Over the last years, new analytics capabilities have resulted in the ability to better service both the customer and the business teams. However, the strong growth in categories and category teams has led to fragmentation and different ways of working, as customer interaction is managed with some degree of freedom for the teams themselves. To address this challenge, Jens developed a vision on becoming 100% fact-based within the entire organization. In order to support in reaching this goal, MIcompany was asked to tailor its’ existing commercial analytics foundation program to the needs. The resulting Analytical Masterclass (BAM) was rolled out to all category teams after a successful pilot to create more impact with Data Analytics. In this article we describe the approach, program set up, results and our reflections. Click on the article to read more.

Case - PONBuilding the Data Analytics capability at global industrial group

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Pon is a global diversified trading and service organisation active in 9 different industry sectors, ranging from passenger cars, tires and bicycles to power generation and material handling. A common thread across all Pon’s businesses is that they are built on strong brands and operate with a strong amount of autonomy and entrepreneurial spirit. This thread traces back to Pon’s entrepreneurial roots and is also reflected in its core cultural values. For example, Pon employees are ‘trusted to act’ and share a ‘passion to perform’. Pon has yearly revenues of over 6 billion euro and is now operating more than 80 companies across the world. Click on the article to read more.

Case - AchmeaSteering operating units to growth through managing on customer value

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In 2013 Achmea was facing continued impact from an unstable global economy. Whilst retaining a home market leadership position for Motor and Health, the overall insurance market in the Netherlands was shrinking. Evolving customer demands and new entrants were challenging the pricing and distribution model, placing significant pressure on the sustainable growth strategy of Achmea. To balance the impending risks faced in the home market, it was key that Achmea’s international division started to become a profitable growth pillar for the business. With 5 operating businesses (OpCo’s) in Greece, Turkey, Slovakia, Ireland and Australia the management team of DI needed to create speed for growth; growth that was profitable and with high customer satisfaction. Click on the article to read more.


What’s new? MIcompany posts all of her interesting news items here.

detailresult groupImproving promotions through insights in customer behaviour at Dirk 25 Nov 2016

detailresult group

Promotions are for supermarkets one of the most important marketing instruments. The promotion revenue in the Dutch supermarket sector each year is well over € 5 billion, which accounts for almost 15% of the total Dutch supermarket revenue of € 35 billion. Every week hundreds of product promotions are offered in various supermarkets. Promotions affect each other and also have a strong influence on the sales of other products. Despite the huge amount of promotions revenue, only a small number of retailers – and also few suppliers – have a detailed, full insight in the net result of their promotions. Until recently, this also applied to Dirk. However, in 2016 Dirk established a data analysis suite together with MIcompany. This suite can be used to follow the behaviour of individual customers before, during and after the promotions. In the following articles we will explain how Dirk makes the different effects of promotions visible, and improves the promotions results through analysing their customer behaviour.

isae-newsRobustness data analysis services MIcompany confirmed with ISAE3402 27 Oct 2016


To a growing number of companies MIcompany offers a specialised Analytical Suite. This proprietary suite gives managers the possibility to extract insights from customer data and to monitor and forecast the value development of their customer base. Enabling this are periodic data updates and access to the suite via a private cloud solution; also known as Analytics As A Service (AAAS). MIcompany has always kept strict policies in place to guaranty the continuity, integrity and security of the data analysis services in the Analytical Suite. These policies are embedded in the way of working and culture of our organization. However, to further increase the accountability and transparency, this year MIcompany let an independent auditor evaluate our policies. This auditor, AuditConnect, reviewed all policies and processes in detail in terms of their integrity, security and transparency, and formally concluded that MIcompany complies with the International Standard for Assurance Engagements (ISAE3402). As a professional service we are very proud on this formal recognition of the robustness of our data analysis services.


logoswebsitecasHet Concertgebouw evaluates the cultural season with the CAS 13 Oct 2016


From last September ever since, Het Concertgebouw gains customer insights from the Cultural Analytical Suite (CAS). Last month, the cultural season 2015-2016 has been evaluated using the CAS, concluding it to be a very successful season with more visitors and higher revenue. One of the subjects of the evaluation was the midweek afternoon concert. This concert was a recommendation from a previous data discovery project. The evaluation showed that the concert attracted relatively more seniors and visitors from a greater distance (> 50km), therefore meeting the objectives. These successful results have led to new midweek afternoon concerts next season. With the Cultural Analytical Suite the data-driven working method is anchored in the cultural sector. Watch the movie here about the CAS used by Het Concertgebouw and de Doelen. The data-driven projects in the cultural sector, including the Cultural Analytical Suite, are supported by VSBfonds.

More news


Building exponential growth with Data Analytics at a start-up

Driving loyalty of your audience through technology

Image of our workplace: MIcompany – BusinessCribs (in Dutch)

VSBfonds – Fact Based Marketing (in Dutch)


MIcompany’s mission is to deliver sustainable growth through analytics, a mission that materializes through our two service lines:  Discovery and Your Analytics.  We believe in partnering with our clients to support them in discovering new growth opportunities and to build their analytical capabilities (people, tools and deep expertise) to capture these opportunities.

Discovery and Your Analytics: together they make the difference to make you grow.

Our academy

MIacademy is our very own school for Big Data and Commercial analytics. We offer development programs for three different target groups: Analysts; Management and Marketing; and Executives.

For analysts starting their career in the analytical field we have a unique three-year training program: the Analytical Talentship program. Experienced analysts can take the opportunity to follow our one-year program to develop leadership skills in analytics: the Analytical Leadership Program. We also offer a range of courses for specific analysts, such as database marketers, market researchers and BI specialists. These analysts can follow an entire course program or choose selected modules out of the MIacademy course catalogue. If you would like to receive your own personal copy of the catalogue, please contact us.

For management and marketing we offer the Commercial Analytics Foundation Program, aimed at creating awareness and understanding of the possibilities and limitations of analytics, and its applications in strategy and marketing. For executives there are special programs aimed at understanding how to capture value from data and analytics from an executive perspective. A similar (part of the) program is given at Insead in half a day. Our trainers are a unique mix of top practitioners and academics including the partners of MIcompany.

Please contact us for more information at

An overview of the development programs offered by MIacademy is showed in the image next to this artikel.

Analytical Talentship Program

The three-year Analytical Talentship program contains all the essential tools to translate analytical talent to impactful advice. The program starts with a six week intensive Bootcamp. Here the participants learn how to apply important analytical methods and techniques to different business cases from the Commercial Analytics work field. Participants master the complete process from understanding a business question to translating the discovered insights into an actionable presentation. Focus is on developing the following skills:

• Conducting intakes and translating the business question to an analysis question
• Transforming and analysing (Big) Data
• Translating data output to business insights
• Transforming business insights into actionable advice
• Developing presentation and story lining skills to translate advice into action

After the Bootcamp, participants work on their knowledge and analytical skills by training modules so that they can become a commercial analytics expert. In these modules opportunity identification processes, advanced modelling techniques and advisory skills are mastered. Business and analytical skills are applied and enhanced in the three-month internship at different companies or Business units. After 1,5 year the second part of the program starts in which analysts can choose the field in which they want to intensify their expertise with the aid of optional modules. At the end, in another three month internship participants will have full responsibility for their own project, so that they can demonstrate the complete skills learned in the Analytical Talentship program.

After completion of the program, participants will be rewarded with a certification.

Commercial Analytics Foundation Program

The Commercial Analytics Foundation program teaches professionals in marketing and management and all those working with analysts and analytical output, how to use analytics and data to improve their business results. Participants are trained in an eight-day program on the basics of commercial analytics and data, implementing structured opportunity finding and translating opportunities into initiatives, knowledge of the most important metrics and their make-up, and how to structure and visualize their business results. Through the program, participants learn how to ask the right analytical questions of the analists in the organisation, and how to interpret the analytical answers they get. Participants receive a certificate upon successful completion of the final exam. MIacademy also offers an Commercial Analytics Advanced program in two parts, where participants build further on their Foundation program.

Programs for Executives

Programs for executives and senior management are aimed at understanding how to capture value from (Big) Data and analytics in compact 1 to 2,5 day programs. Executives learn how to master data foundation, how to capture business opportunities, how to develop targeted initiatives and how to best invest in a data driven and factbased culture. Participants learn how analytics can drive strategy and performance management and why building distinctive organisational capabilities is key to creating sustainable growth for the business. Programs are adapted to suit the needs of your specific organisation while providing you with a solid base in commercial analytics and best practices as inspiration.

Analytical Suite

The Analytical Suite is our workbench to monitor and predict value creation on a monthly basis. Consisting of a large number of standardised metrics and diagnostics, it gives companies unique monthly insights from which opportunities can be derived. The Suite is fed monthly with market and customer data, making it possible to follow value creation at both a individual customer level as well as for specific cohorts over time. The Analytical Suite is used by the boards of blue chip companies to improve the performance of their business units, labels and countries.

Analytical Desk

Companies can subscribe to the Analytical Desk for highly specialized analytical support. While we believe in building the analytical capabilities of our customers themselves, we see an additional need to access deep and specialized analytical expertise. To give you a flavour of what we do in our fast growing and proliferating Analytical Desk, here are some illustrations of how we provide our customers with specialised support:

  • For digital companies we support the development and maintenance of matching and next-product-to-buy algorithms.
  • For our gaming and gambling operators we calculate win-chances for lotteries
  • For our Telco customers we develop and maintain forecasting tools that are based on forecasting the development of individual customer behaviour
  • For many customers we provide support in calculating the ROI of their campaigns.


Breakthrough in sports marketing
MIcompany is the market leader when it comes to commercial analytics, and works with Dutch clients such as KPN, Nuon, NS and the Postcodeloterij to achieve sustainable growth through analytics. Thanks to the close partnership between MIcompany and MIsportscompany, we are able to bundle our expertise in the fields of sports marketing, analytics and commercial strategy. This allows us to achieve real breakthroughs in making potential measurable, and in increasing the effects of sports marketing.

Applying reason to sports marketing
MIsportscompany’s mission is to use sports marketing to demonstrably improve companies’ positions in the market. These days, decisions whether or not to use sports marketing are too often founded on irrational reasoning. Quantitative insight into how sponsoring can contribute to marketing and sales goals is lacking in many cases.

To solve this problem, MIsportscompany developed the ‘MIsports ROI model© which is used to calculate the potential impact and the effects of sports marketing on customer value, brands and sales. Thanks to this model and our extensive experience, we are able to provide support to companies to help them use sports marketing effectively.

For more info, visit the website:

Data integration

Data integration is the first stop in our Discovery journeys with clients.  We are proud that we are fast, pragmatic and skillful in handling terrabytes of data.  We believe that creating an integrated view on the customer is a first step in discovering new fields of opportunities.  Therefore to integrate customer data and enrich with new metrics like customer value and predicted behavior is a necessary and often a very high impact step in the journey to growth.

As a side note, we have no ties with IT companies.  We seldom advice our customers to invest in or implement a new data-mart or customer warehouse solution.  To the opposite, in Discovery journeys we aim to help our clients to use the data better that they have access to, and to fundamentally learn how to uncover opportunities hidden in the seas of data.

Opportunity identification

The second stop in our Discovery journey is to discover opportunities for growth.  We apply our business sense, cross-industry experience, and intuition to uncover quick-win opportunities. Believing in methodology and structure, we apply our proprietary diagnostics to uncover even more opportunities.  Managing the feeling of getting overwhelmed, we provide focus for the next year through sizing and ranking new growth opportunities.

To give you a flavor of how we do this, we use five lenses for our diagnostics:

  1. De-averaging.  Understanding at a more granular level the performance and value creation in the customer base (for example understanding the distribution of customer value in a segment or cohort group).  Often we simplify insights by conducting statistical clustering techniques and showing the differences by segment that the customer data reveal.
  2. Value flow development.  Diagnosing the flows in customer base that drive the customer value (for instance inflow, cross-sell, deep-sell, etc.).
  3. ROI calculation.  Estimating the value creation of campaigns, products or channels, recognizing changes in revenues and lifetime, and specific investments.
  4. Value to the Customer.  Understanding how the end-customer perceives a company and the way to deliver their value proposition.  Our proprietary DCPI methodology (see the annual DCPI awards on the NEWS section) combines both the value to the customer and the value to the firm.
  5. Policy assessment.  Making the customer engagement transparent in assessing all policies in their contribution to the financial value of the customer and the value creation to the customer.

Did you know that our Discovery leadership team is the most experienced team in the Netherlands to uncover opportunities? Challenge us, we often say…

Commercial initiatives

The difference between knowing and doing is often big.  Being driven by impact, we help companies to move opportunities to launching commercial initiatives.  We feel comfortable to handle multiple roles, as long we build on our analytical edge.

For instance, we support transformation programs through our expertise on analytical pricing, marketing ROI, call-center analytics, predictive modeling (e.g. next-product-to-buy algorithms), and campaign optimization.  Often we guide marketing teams by providing raw analytical horse-power and data-mining capabilities.


We want to explain first why analytical talent should consider a career in the field of Consumer Analytics.  Second we explain our Consumer Analytics Traineeship, and our commitment to helping our people grow and enjoy their work.  So join the consumer analytics track, and contact us to apply for our Consumer Analytics Traineeship (




MIcompany is the perfect place to kick-start your career as a data scientist. You join an extremely talented and ambitious team environment in which you will get a very steep learning field in the field of analytics and leadership. At MIcompany we constantly challenge you to beat your own expectations.


Driving business impact from Data Analytics

Our proposition towards our customers is that we drive for real business value, and support them in building their own in-house Data Analytics capabilities. To realize this bold ambition, our team is trained in a rare skill set that combines 4 different disciplines.

First, Data & Technology skills: working with large data sets on (big) data environments. This ranges from essential old-school SQL coding skills to developing data solutions in Python.

Second, Analytical Methods & Techniques. Derive impactful insights from analyzing past data, but also statistics, predictive modeling and machine learning. Coding in analytical packages such as R.

Third, Business Domain Acumen. This involves the business sense required to understand how analytics can drive value in a particular domain: ranging from optimizing supply chains through better demand forecasting to optimizing marketing tactics. Being able to distinguish opportunities that sound sexy but do not really make a difference from the ones that drive value at scale.

Fourth, Advisory & Leadership Skills. Having the personal impact to drive real change and impact in a business environment. Knowing how to most effectively convey insights from analytics, and build an impactful story that sticks and drives change in an organization.

Even before the term Big Data was introduced, we worked with huge amounts of data. We are constantly looking for opportunities to innovate, both in the analytical techniques and their application in a business context. Our expertise led to long term relationships with successful national and international companies like, Achmea, KPN,, and Het Concertgebouw.


We believe in building capabilities of young analytical talent

We love to work with young talented people. To transform them into successful data scientists, it is crucial to focus on personal development. Both in our academy, through coaching and on the job you will develop an all-round analytical skillset that is unique in the market.

Do you have the analytical X-factor we are looking for? We would like to hear from you!

Take a look at our vacancies, read the FAQ’s , look at our upcoming events and apply for a job! Any other questions or want to have coffee at our office to learn more about working at MIcompany? Contact is via


Since 2006, MIacademy has been helping leading organizations to build their analytics capabilities. With our unique 3-year Analytical Talentship Program, we develop young analysts to become experts in the field of Data Analytics, and to become advisors with the ability to deliver impactful advice.


To satisfy the growing demand for allround analysts in Dutch businesses, we are now recruiting new talent. Not only to strengthen our own team, but also the teams of MIacademy’s partner organizations. In an interview, we explore your career ambitions, your talents, and the skills you want to develop. Based on this, we determine which organization(s) would fit best, and arrange the introduction. After the introduction, the job interview process is taken over by the organization in question.


Analytical talents who are hired through MIacademy’s recruitment program, will be assured of participation in our recently renewed Analytical Talentship Program. The program, which will account for 15% of your working hours, intensively integrates different domains within Data Analytics, and combines theory with hands-on experience in analyzing customer data from different organizations.


Are you an analytical talent with a passion for Data Analytics, and the drive to transform large amounts of customer data into innovative insights for leading organizations within the Netherlands, then please get in touch at We are looking forward to hearing from you!


Marketing Intelligence Analyst
Technical Analyst
Junior Technical analyst
Werkstudent / Trainee
Intern Tel Aviv

Marketing Intelligence Analyst


Wij zoeken:

 Jonge afgestudeerde academici. Analytisch, nieuwsgierig en leergierig. Met passie voor het oplossen van complexe business vraagstukken en deze aan de top van de bedrijfswereld te presenteren. Resultaatgedreven, pragmatisch en overtuigingskracht.

 Bij voorkeur Econometrie, Wiskunde of andere Bèta-opleidingen. De combinatie van bedrijfseconomie of andere sociale wetenschappen met sterke specialisatie in toegepaste statistiek is tevens mogelijk.

 Een drive om in een startende onderneming mee te bouwen aan vernieuwende marketing intelligence projecten voor topondernemingen.


Wij bieden:

 Startfunctie Marketing Intelligence Analist. Je werkt op hoogwaardige projecten onder professionele begeleiding en voert voor klanten vernieuwende en impactvolle analyses uit.

 Een zeer goed startsalaris inclusief auto, telefoon en laptop.

 Een unieke werkomgeving waarin je ontwikkeling centraal staat. Inclusief een

3-jarige opleiding van MIacademy*. Dit programma, dat zo’n 15% van je werktijd beslaat, leidt je op voor de absolute top in je vakgebied.


Ben je geïnteresseerd?

Kun jij je vinden in bovenstaand profiel en wil je meer weten over onze mogelijkheden voor jou? Vul dan onderstaand formulier in. Wij zien graag je motivatie en CV tegemoet. Indien we een match zien, nodigen we je uit op ons kantoor in Amsterdam voor een kennismakingsgesprek waarin je je motivatie kunt toelichten en alle vragen kunt stellen die je hebt ten aanzien van de baan en mogelijkheden binnen MIcompany.


* Binnen MIacademy leiden we niet alleen onze eigen talenten op, maar ook alle nieuwe analisten van KPN, Nuon, Achmea, de Goede Doelen Loterijen en In MIacademy leer je haarscherp het analyseren van klantgegevens van bedrijven, kansen ontdekken en de vaardigheden om je analyses om te zetten in goede adviezen. Dit door de beste MItrainers van Nederland. Exclusief is de stagemogelijkheid binnen MIacademy: door ervaring op te doen bij andere bedrijven ontwikkel je je nog sneller als MItalent.


Application form

Technical Analyst

Inhoud van de functie:

 Je gaat aan de slag als Technical Analyst binnen ons Technology team.

 Je werkt in teamverband mee aan analytische oplossingen voor grote klanten van naam en faam (KPN,, De Goede Doelen Loterijen, etc.) in Nederland, waarbij je doorbraken realiseert in het ontsluiten van complexe databestanden.

 Je genereert en standaardiseert inzichten door het bouwen van rapportages, dashboards en analytische databases.

 Je werkt samen met onze Business Analysts op zeer hoogwaardige projecten op directieniveau, waarbij jouw input cruciaal is voor het oplossen van complexe vraagstukken.


Wij zoeken:

 Je hebt hands on ervaring met BI tooling en je hebt de ambitie je daarin verder te ontwikkelen.

 Je hebt affiniteit met zakelijke dienstverlening.

 Het BI vakgebied heeft jouw natuurlijke interesse.

 Je hebt een sterke technologische focus.

 Je hebt een relevante HBO/WO opleiding afgerond.

 Je ziet een uitdaging in het werken met grote, complexe datastructuren en bestanden.

 Je persoonlijkheid kenmerkt zich door gedrevenheid, nauwkeurigheid en passie voor je vak.


Wij bieden:

 Een uitdagende functie binnen onze hard groeiende Technology Practice die voor de top van het Nederlandse bedrijfsleven werkt.

 De mogelijkheid tot het volgen van gespecialiseerde trainingen om je tot een Senior BI-professional te ontwikkelen. Bijvoorbeeld door het behalen van MCSE of CBIP certificaten.

 Je wordt gecoacht door senior professionals en werkt samen met de besten in hun vakgebied.

 Zeer goede arbeidsvoorwaarden.

 Een unieke, informele, jonge en hard groeiende werkomgeving.


Ben je geïnteresseerd?

Kun jij je vinden in bovenstaand profiel en wil je meer weten over onze mogelijkheden voor jou? Vul dan onderstaand formulier in. Wij zien graag je motivatie en CV tegemoet. Indien we een match zien, nodigen we je uit op ons kantoor in Amsterdam voor een kennismakingsgesprek waarin je je motivatie kunt toelichten en alle vragen kunt stellen die je hebt ten aanzien van de baan en mogelijkheden binnen MIcompany. Kijk voor meer informatie op


Application form

Junior Technical analyst 

MIcompany analyseert haarscherp de klantgegevens van topondernemingen in Nederland. Uit deze data worden verrassende inzichten naar boven gehaald. Deze vormen de basis voor de commerciële strategie en actieplannen op directieniveau.

Daarnaast bouwt MIcompany met het Your Analytics concept analytische competenties van bedrijven. We leiden hun talent op in ons MIacademy programma, leveren Data Management diensten en ontwikkelen Analytical Suites en Data Exploration platforms. Op deze manier kunnen klanten op eigen kracht kansen en verbeteracties identificeren en implementeren.

Om aan de stijgende vraag van het Nederlandse bedrijfsleven te kunnen voldoen zijn we hard op zoek naar nieuw talent voor ons Technology team.


Inhoud van de functie:

 Je gaat aan de slag als Junior Technical Analyst binnen ons Technology team;

 Je werkt in teamverband mee aan analytische oplossingen voor grote klanten van naam en faam (KPN,, De Goede Doelen Loterijen, etc.) in Nederland, waarbij je doorbraken realiseert in het ontsluiten van complexe databestanden.

 Je wordt verantwoordelijk voor het tijdig en correct verwerken van de periodieke updates van de suites en het operationaliseren hiervan;

 Je draagt zorg voor het pro-actief monitoren van onze data management omgevingen om inzicht te verschaffen in gebruik van rapportages en resources richting klant en interne organisatie;

 Je bewaakt de releaseprocedure en draagt zorg voor een gecontroleerde uitrol van ontwikkelde functionaliteit naar de productieomgeving.


Wij zoeken:

 Je hebt hands on ervaring met Microsoft BI tooling en je hebt de ambitie je daarin verder te ontwikkelen;

 Je hebt affiniteit met commerciële dienstverlening;

 Het BI vakgebied heeft jouw natuurlijke interesse;

 Je hebt een technische HBO/WO opleiding afgerond, zoals Informatica;

 Je ziet een uitdaging in het werken met grote, complexe datastructuren en bestanden;

 Je persoonlijkheid kenmerkt zich door gedrevenheid, nauwkeurigheid en passie voor je vak.


Wij bieden:

 Een uitdagende functie binnen onze hard groeiende Technology team;

 De mogelijkheid tot het volgen van gespecialiseerde trainingen om je tot een Senior BI-professional te ontwikkelen. Bijvoorbeeld door het behalen van MCSE of CBIP certificaten;

 Coaching door top senior professionals uit het vakgebied;

 Inclusief zeer goede arbeidsvoorwaarden bij een jong, informeel, succesvol en hard groeiend bedrijf in het hartje van Amsterdam.


Ben je geïnteresseerd?

Kun jij je vinden in bovenstaand profiel en wil je meer weten over onze mogelijkheden voor jou? Neem dan contact op via Wij zien graag je mail tegemoet met je motivatie en CV. Kijk voor meer informatie op

Application form

Werkstudent / Trainee

MIcompany is dé specialist in commercial analytics. En analyseert de klantgegevens van topondernemingen als Achmea,, KPN en de Goede Doelen Loterijen. MIcompany ontdekt kansen uit patronen in de database (Discovery) en bouwt de analytische competentie bij bedrijven (Your Analytics). En creëert zo nieuwe, duurzame groei.

MIcompany is gevestigd in hartje Amsterdam. Dit is de thuisbasis van inmiddels alweer 50 leuke, slimme, jonge professionals, die allemaal regelmatig in- en uitvliegen. Om aan de stijgende vraag van de top van het Nederlandse bedrijfsleven te kunnen voldoen zijn we hard op zoek naar nieuw talent.


De factoren die MIcompany uniek maken:

 In de eerste plaats onze positie binnen bedrijven. We hebben 100% van de opdrachten in de afgelopen jaren uitgevoerd voor en/of gepresenteerd aan de ‘board’ van bedrijven.

 Onze mensen. Soms schrikt het af, maar er werken eenvoudig weg hele bijzondere analytische talenten bij MIcompany (de helft van onze werknemers is cum laude afgestudeerd). Net zo belangrijk is de cultuur van het team. De groep is relatief jong (80% is onder de 30 jaar), heeft een passie voor grote doorbraken en zeer ondernemend wat betreft activiteiten buiten het werk. Wij werken actief met werkstudenten, die ook een volwaardige plek innemen in ons bedrijf.

 Onze positie uniek vanwege onze eigen opleidingsschool (MIacademy). Binnen MIacademy leiden we niet alleen onze eigen talenten op, maar ook alle nieuwe analisten van KPN, Achmea, Nuon, de Postcodeloterij en de NS. In MIacademy leer je het analyseren van klantgegevens, kansen ontdekken en de vaardigheden om je analyses om te zetten in goede adviezen. Dit door de beste MI-trainers van Nederland.

 Tenslotte is MIcompany uniek door het innovatieve karakter van haar opdrachten en onderzoek. Zo werken we voor diverse Internet start-ups, waaronder de Internetverzekeraar Inshared en is MIcompany de eerste partij die (voor servicedoeleinden) analyses mag doen op de gegevens van de OV-chipkaart. Ook heeft MIcompany een unieke methodiek ontwikkeld die ons in staat stelt klanten in de tijd te volgen, waardoor het gebruik van slechts statische maandrapportages definitief tot het verleden behoort!



 Wij zoeken een enthousiaste werkstudenten.

 Je ondersteunt de consultants bij het bouwen van BI-oplossingen bij grote klanten van naam en faam in Nederland, waarbij je doorbraken realiseert in het ontsluiten van complexe databestanden en het genereren van inzichten standaardiseert door het bouwen van analytische suites.

 Je ondersteunt bij het maken van krachtige analyses.

 Je bent derdejaars of masterstudent van een universitair opleiding in een richting als Econometrie, Wiskunde, Informatica, of een andere studie waarbij kwantitatieve analyse centraal staat.

 Je bent enthousiast, hebt analytische sparkle en bent ambitieus.


Wij bieden:

 Functie als werkstudent. Je helpt onze consultants op impactvolle projecten. Je wordt gecoacht en begeleid door senior consultants en partners van MIcompany.

 Je leert in korte tijd jouw opgedane kennis in de praktijk toe te passen.

 Je krijgt de mogelijkheid om binnen MIcompany door te groeien tot trainee. Dan participeer je direct in trajecten bij de klant, krijg je gespecialeseerde trainingen of de mogelijkheid tot het schrijven van je Masterscriptie bij MIcompany of een van onze klanten.

 Een unieke, informele, jonge en hard groeiende werkomgeving.

 Een excellente vergoeding.


Ben je geïnteresseerd? Heb je naast je analytische talent deze enorme drive, ben je nieuwsgierig en hou je van uitdagingen? Neem dan contact op via Wij zien graag je mail tegemoet met je motivatie en CV!

Kijk voor meer informatie op


Application form

Intern – part time position

Who are we?

MIcompany is the leading European agency in the field of customer analytics. We help market leaders in various industries to create sustainable business impact through utilization of Data Analytics and simultaneaously build the analytical competences of our customers.

We work as entrepreneurial experts and create real change for our customer. From our head office, in the center of Amsterdam, we find ourselves every day with 60 young and ambitious colleagues in the arena of Data Analytics and technology.

We ask quite a lot of our people. It’s not easy to play at the highest level of the Champions League. Leadership, guts, taking initiative, own responsibility, flexibility and sharing knowledge are concepts that integrate seamlessly with our personality. Of course you never stand alone in this. Cooperation within your team is the key to success, in our opinion.

One year ago we opened our second office, in Tel Aviv. From this flourishing office we serve our customers in the Mediterranean region and develop many new business opportunities.


What makes us unique:

Position within companies – Our projects have impact on C-level.

Impressive talent pool – Sometimes it can be scary, but at MIcompany we have very special analytical talents. All of our employees have a Masters degree and over half of our employees graduated cum laude. The group is young, has a drive to solve complex problems and is very enterprising for activities outside working hours.

Own training institute – Within the MIacademy we are not only training our own talents, but also new analysts from market leaders such as ABN Amro, Aegon,, KPN and Innovative techniques to analyze customer data, fact based methodlogies to discover real business opportunities and the right tools to turn the analysis into solid advices are some of the skills which are taught by the best trainers in the profession.

Innovative character – We apply new methods from science in the business. For example, we have been nominated for the Global Lillian Marketing Prize in 2016 for our modeling approach in the field of customer experience at the NS. We also help internet start-ups like Knab and InShared and we introduce Data Analytics in new sectors such as the cultural secor and the bicycle industry (among others Gazelle).

Entrepreneurial environment – A new office brings daily changing circumstances and exciting developments. Every day is innovative and exciting.


Your role:

 As a intern you will have an important position within the various project teams. Your input makes a real difference, since you will have your own responsibilities and be involved in business changing projects.

 You support the local team in building solutions for large national and international customers, in which you’ll realize breakthroughs in accessing complex databases, making powerful analysis and building an impressive presentation to convey good advices.


What we offer:

 The opportunity to work on high-impact projects in Israel and abroad.

 You will be coached and supervised by program managers and partners of MIcompany in the field of analytical methods and advisory skills.

 In a short time you will learn to bring theoretic knowledge into practice.

 You will get the opportunity to grow within MIcompany to a full-fledged employee.

 An unique, ambitious, young and fast growing environment where there is room for your input.

 An excellent remuneration.


Who are you?

 You are a third-year student or master student in a university education in the direction of Econometrics, Mathematics, Informatics or an other study where quantative analysis is central.

 You have affinity with Data and you have some experience with modeling in SQL/R.

 You are enthousiastic, have an analytical sparkle and are ambitious.

 You speak fluently Hebrew and English (mother tongue is a pro).

 You are at least 2 days a week available for a minimum period of 3 months.



Have you become curious after reading this vacancy? Are dozens of questions and ideas have come to your mind in response to this vacancy? We like to get in touch with you. Approach us via We look forward to receiving your e-mail with your motivation, CV en lists of your grades!


Application form


MIcompany organizes several events to meet analytical talent. For example our regular Meet MIcompany event at our office. We also participate in different national and regional recruitment events. Want to be updated about future events? Sign up via


January 27, 2PM – Meet MIcompany

Want to meet MIcompany? We would like to invite you to our “Meet MIcompany” event on Friday January 27. We will tell you more about our expertise in (big) data analytics, get some hands-on experience in churn modeling, meet different colleagues and discover the atmosphere in our office. We will close the day with our regular Friday afternoon drinks at our bar!

Friday January 27 2016, 2 PM
Vijzelstraat 72, Amsterdam
Sign up via


Here you find answers to the most frequently asked questions about working at MIcompany. Do you have any other questions? Don’t hesitate to contact us at


What kind of candidates is MIcompany looking for?

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At MIcompany we are interested in young academics. Candidates are analytical, curious, eager to learn and share our passion to solve complex business questions. We are looking for that analytical sparkle!


Which studies are suitable to work at MIcompany?

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We are looking for candidates with a Master’s degree in Econometrics, Mathematics, Physics, Computer Science or another quantitative background. For some of our MIacademy partners a Master’s degree in Economics or Social science with a strong focus on Applied Statistics is also suited.


What positions does MIcompany have for starters?

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After graduating you can start your career at MIcompany as a Marketing Intelligence Analyst, Technical Analyst or Junior Technical Analyst. Take a look at our vacancies for more information. Not sure which role fits you best? We are happy to explore the opportunities with you in an interniew. Still in university? Apply for a position as a student employee.


What are the educational opportunities at MIcompany?

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As a MIcompany analyst you will take part in the 3-year Analytical Talentship Program from the MIacademy. This program ensures a kick-start of your career as an analytical advisor. In the fulltime 6-week bootcamp and follow-up modules we will focus on topics like data manipulation, analytical methods & techniques, visualization and advisory skills.


What does the application procedure look like?

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The procedure starts by uploading your CV, grades and motivation in our application form. If your profile fits MIcompany, or one of our MIacademy partners, we will invite you for a competency test at our office. Afterwards two interviews will follow which we use to explore how we potentially fit, what career ambitions you have, any particular talents you wish to use and things you want to work on. The final round of the procedure consists of an external assessment.


Do you need specific knowledge on programming languages?

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Experience with programming is definitely an advantage, but we don’t require specific programming languages. You will learn the necessary skills (e.g. SQL, R and Tableau) during your introduction training, the academy and on the job!


What are the international opportunities at MIcompany?

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Both our consultancy and academy projects have expanded internationally in the past few years. In 2015 we opened a branch in Tel Aviv (Israël) and started a world-wide academy programme. Our ambition is to continue this path and further increase our international portfolio.


Do you hire non-Dutch speaking employees?

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At this moment we don’t hire non-Dutch speaking employees, since the Dutch language is required for most of our current projects. Perhaps this will change in the future since we are growing internationally.


What do you do as a student employee?

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As a student employee you support one or more analysts at their projects. You help them by crunching data, performing analyses and translating insights into a powerful advice. Working as a MIcompany student employee is the perfect opportunity to discover how life looks like as a data analyst. Are you a student in the final phase of your bachelor or master and available for two or more days a week? Apply for the perfect job in combination with your quantitative study.


Is it possible to do an internship or write my thesis at MIcompany?

see answer

We don’t have separate internship possibilities. If you have worked as a student employee for a while, you can discuss the possibilities for a full time internship and/or writing your thesis.


MIcompany has built deep knowledge around a number of specific fields of expertise derived from a combination of our experience in numerous projects as well as our top level research activities. Four of our seven areas of expertise are described in more depth below. Descriptions are coming soon for our other areas of expertise: Customer Based Forecasting, Save Desks and Online Matching.




Loyalty management


Increasing retention as a growth strategy
Many companies lose more customers than they should. So increasing the retention rate of the customer base can be an important growth strategy. This is a strategy that also has a sustainable component: a company that manages to retain more of its customers doesn’t have to acquire so many new ones in the future. At MIcompany, we believe it’s possible to reduce churn by 25% or more through a balanced loyalty approach.

MIcompany has unique loyalty knowledge & experience
MIcompany has distilled a loyalty diagnostic approach from our best practice assignments; an approach that can be used to both seize top-down loyalty opportunities and identify bottom-up opportunities to decrease churn. This approach is based on unique scientific research from MIcompany. The research concerned the effectiveness of loyalty programmes, the drivers for customer loyalty, and those moments in the customer lifecycle when increasing retention is either easy or not. This research resulted in a national best-selling book about Customer Loyalty and a number of internationally published articles. Major findings from the research included the fact that the opportunity to increase retention is dependent on the customer lifecycle stage, and that particular retention opportunities do arise, especially in the beginning and at the end of the customer lifecycle.

Loyalty Lifecycle Management (LLM)
Our approach is based on the customer lifecycle. Within this cycle we identify opportunities to increase retention and thereby the average lifetime of customers. We first build a very detailed view of the customer. This enables the project team to apply diagnostics to different stages of the customer lifecycle, for example to all new customers or all customers a year after a marketing campaign. Opportunities are then seized and translated into initiatives. In addition to these initiatives, we will also design the capabilities needed within the organisation to implement the initiatives and sustain a lifecycle management approach.

Developing Loyalty – Available Publications

  • Sustainable value creation for lotteries with loyalty analytics, MIcompany business case. You can read this article here.
  • Customer intimacy and commitment to relationship with firms in five different sectors: Preliminary evidence, Scientific lead article in JRCS Q3 2011. Ask more information here.
  • A comparison of Customer Commitment in Five Sector using the Psychological Investment Model, Scientific lead article in JRM Q1 2010. Ask more information here.
  • The application of psychological theories for an improved understanding of customer relationships, PHD Thesis 2010. Order your free copy here.
  • Klantenloyaliteit over ongelijke behandeling in het digitale tijdperk, Dutch best selling management book. Buy your copy here.


Customer based pricing


Pricing is the most important marketing “P”. But we need customer insights to leverage its full potential
Pricing is a very powerful tool that can influence revenues immediately. Having a good pricing strategy allows a company to grow its profits while maintaining, or even increasing, customer satisfaction. But for many companies, executing top-level pricing is a difficult art, and for various reasons, their pricing strategy often leaves room for improvement.

Extensive pricing experience based on customer insights
At MIcompany, we believe that developing a customer-based pricing strategy is a key growth opportunity for any company. Over the years, we have gathered extensive knowledge about pricing based on customer insights, and have had a critical role in several pricing projects. By analysing customer behaviour and customer lifetime value for different clients, the discrepancies between price level and customer risk can be revealed, thus creating significant growth opportunities.

Important results include changing the discount levels for sales channels, creating a customer-value based offer matrix for inbound retention, and changing the price strategy for identified, loss-making customer segments. On a larger scale, MIcompany has helped a customer by introducing a new product portfolio according to their needs-based segmentation. Along with a detailed migration strategy, this increased revenues while maintaining the current level of customer satisfaction.

Customer-based pricing
Combining best practices on pricing, MIcompany has developed a unique data-driven approach to pricing called “customer-based pricing”. This approach is based on placing products in the market that match customer needs, at a price level that optimises both profit and customer satisfaction.

Based on elasticity modelling and market research, a detailed customer view provides information on the most important price dimensions. So, for those customer segments with distinctive needs, the effect of changing existing products or adding new products can be calculated.

MIcompany’s approach is unique because the customer’s need segments can be identified in the clients’ customer database. Customer-based pricing allows companies to make a fact-based decision on pricing and at the same time have the practical means to implement and follow the effects at customer level.

Customer-based pricing publications from MIcompany

  • Customer-based pricing intelligence enables the successful introduction of a new product portfolio for the NS (Dutch Railways), MIcompany business case.



Maximising the full potential of sports marketing investments
Many decisions about sports marketing are still made without appropriate quantitative reasoning. And for some companies, it is often not exactly clear how sports marketing, or sponsorship, contributes to their marketing and sales objectives. As a result, sports marketing opportunities are not used to their full potential. But by measuring the ROI of sports marketing, and managing the sponsorship based on business value, more leverage can be created around the investments in sponsorship contracts and sponsorship activation.

Combining scientific research with commercial analytics to measure the ROI of sports marketing

MIsportscompany uses proven scientific research to determine how sports marketing creates value for a customer and how this generates value for an organisation. Combined with a broad experience of sports organisations, developing business strategies and our extensive expertise in commercial analytics, we can then calculate the effects and future potential of sports marketing on customer value, brand equity and sales value.

MIsports ROI model

Our approach is based on the MIsports ROI model. This is determined by three key elements:

  • the value drivers of sports marketing as determined by scientific research
  • the customer value model
  • the commercial objectives and value drivers of the customer’s company

These three elements enable us to develop a company-specific ROI model which provides insights into the current effects of sports marketing, and even more importantly, into the biggest opportunities for increasing value in the future. Using the model gives a clear focus for executing the sports marketing strategy. It also provides in-depth insights to help determine and negotiate the sponsorship rights which will contribute the most value for the company.

Sports marketing publications

Digital Analytics


Recent digital trends have created an explosion of data that is enabling companies to gain better insights into, and personalise interaction with, their customers.

1. Every two years, the amount of data worldwide doubles and more information is continuously becoming available on the web. Utilising big data to its full extent is probably the greatest digital and analytical challenge of the coming decade.

2. More contact identification options create greater customer personalisation opportunities. However, there are various limitations, both legally and with regard to customer privacy expectations.

Our proposition: MIcompany uses its digital customer-analytics expertise to support its clients in creating growth. Firstly, we focus on distilling strategic customer insights from the huge amount of online data sources. Secondly, we support companies in better managing the personalisation of their customer interaction (while respecting customer privacy expectations).

1. Our approach starts with a top down diagnostic of various online data sources that reveals new insights for consumer strategies. For instance, we:

  • derive consumer experience insights from social sentiment analytics.
  • integrate web statistics with consumer databases to derive the highest value creation opportunities.
  • diagnose online and multichannel conversion funnels in relation to competition and traditional off-line funnels.

2. We then follow this up by changing consumer strategies, often kick-starting these strategies through to implementation. For instance, we specialise in sophisticated matching algorithms, derive critical online KPI’s that require business steering, predict what products consumers are interested in, and identify funnel conversion opportunities that generate the highest ROI.

Digital Analytics publications from MIcompany

  • Worldwide growth through online analytics, MIcompany business case. You can read this article here.
  • Kaushik, A. (2009). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.
  • Sterne, J. (2009). Social Media Metrics: How to Measure and Optimize Your Marketing Investment.
  • May, T.A. (2009). The New Know: Innovation Powered by Analytics.
  • Brennan, J.E. (2010). The Future of Analytics: the trends, the implications, and who will lead.


More than two years ago MIcompany decided to offer their business contacts something to do during the summer holidays. In a brainstorm within our MIacademy we decided to make a little book with both hard and simple mathematical puzzles, to challenge our clients and other contacts to stimulate their analytical thinking during the summer break. However, we were very doubtful this would make a lot of impact. Apart from us, who really enjoys dissecting these analytical challenges?

Very shortly after the first version of Puzzalytics arrived in people’s mail boxes, we were surprised to see that our own scepticism was unjust. From a great portion of our business contacts we received e-mails and phone calls showing how much they actually did enjoy solving puzzles. Some went as far as to call us from their holiday locations to express their doubts about the solutions of some puzzles, only to text us a little later to say that they did understand it after some more critical thinking.

After two years, most of the receivers have worked their way through Puzzalytics and were demanding a brand new version. Once again, all employees of MIcompany designed at least one puzzle. The result is another set of nearly 100 puzzles, ranging from simple challenges for the youngest talents (below 5 years of age), to the hardest challenges that even the smartest people will have some trouble solving.

Examples of puzzles


King Sven has locked up two economitrists, Wieke and Helen, in his castle. The brave prince Pascal has a plan to save Wieke and Helen but unfortunatly he fails and ends up caught by king Sven.

King Sven forces the prince to drink a truth serum in order to uncover secret information. King Sven does not know that prince Pascal, during his answers, is secretly passing information about the number lock of the prisons to Wieke and Helen.

The code that will set Wieke and Helen free is a combination of four different numbers ranging form 1 to 10. Wieke and Helen both know that the prince has given information about these four numbers, but the numbers where encrypted so that king Sven would not become suspicious.

Wieke only knows the sum of the four numbers.
Helen only knows the product of the four numbers.

Wieke and Helen have limited possibilities of communication and cannot talk freely about all they know.

Wieke: I don’t know any of the numbers.
Helen: I know one of the numbers.
Wieke: I know two of the numbers.
Helen: I know all numbers.
What are the numbers that will set Wieke and Helen free?

100 balls

Sven has been asked to buy 100 balls for Micompany for a price of exactly 1.000 euro.

A soccer ball costs 60 euro, a volley ball costs 30 euro, and a pingpong ball costs 1 euro.

How many balls of each type should Sven buy?
100 balls


Lara, Wieke, and Dorthe are camping. For dinner they are planning to have a barbecue. While Lara and Wieke are preparing the food, Dorthe is playing with the matches.

Proudly she tells Lara she created the Micompany logo. Lara notices and gives Dorthe the challenge to change the configuration.

Move four matches in order to create a configuration containging 5 diamonds.

Place your order for the second edition (€ 7,95)