ISAE certified


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

Creating exponential growth by using the power of data & analytics – The Knab success story

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Successfully binding audiences using the power of Data & Analytics

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Soliditeit data analyse diensten MIcompany bevestigd met ISAE3402

27 Oct 2016MIcompany heeft voor een groeiend aantal bedrijven haar Analytische Suite ingericht. read more

Martin's columns in the FD newspaper

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Read Martin Heijnsbroek's Financieele Dagblad columns here

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 60 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 identifying growth opportunities for the boards of blue chip companies such as Achmea, ABN AMRO,, KPN and NUON/Vattenfal. 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.

An honours graduate in Econometrics, Eva has developed into a very skilled analyst. During her career, she has worked on many exciting projects in the public transport, insurance, telecoms, FMCG and lottery sectors. Here, her structured way of working has helped her clients to understand complex methods and results, something they all greatly appreciate. And with her fluent communication skills, she manages to bring together all her colleagues on the client side in a way that enables them to reach the planned goals as a real team!read more

About Eva

Eva’s passion

Eva gets a real kick out of combining brains with social skills in a way that raises a client’s performance to a higher level.

Her values

Having clear priorities and structure is the way to come to the best decisions.

Eva enjoys

Music is a fantastic way to relax and have fun. She loves singing and playing the guitar.

Wieke is an ambitious and efficient team player who doesn’t take no for an answer. Always looking for solutions Wieke enthusiastically finds creative methods to solve problems. Wieke wants to achieve the maximum and continues until she has achieved this. She graduated cum laude for her bachelor and master in Econometrics and Operational Research. After finishing her studies she travelled through South-America on her own for nine months. read more

About Wieke

Wieke’s passion

Solving hard problems and clearly explain the solution to others.

Wieke’s values

“The important thing about a problem is not its solution, but the strength we gain in finding it.”

Wieke enjoys

Playing the violin with others and share the joy music brings, discover cultures and nature in foreign countries.

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:Our Customers

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


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

isae-newsSoliditeit data analyse diensten MIcompany bevestigd met ISAE3402 27 Oct 2016


MIcompany heeft voor een groeiend aantal bedrijven haar Analytische Suite ingericht. Deze suite biedt managers de mogelijkheid om zelf inzichten uit data te halen en de waarde van de klantenbase te volgen en te voorspellen. De data wordt hiertoe periodiek in de suite ingelezen en via een private cloud oplossing ontsloten; ook wel Analytics As A Service (AAAS) genoemd. Voor deze oplossing voert MIcompany al jaren een streng beleid ten aanzien van de continuïteit, integriteit en beveiliging van haar data analyse diensten. Dit beleid is verweven in de organisatie. Om de controleerbaarheid van dit beleid te vergroten, heeft MIcompany haar werkwijze dit jaar laten toetsen door een onafhankelijke auditor, AuditConnect. Zij hebben in detail alle processen geëvalueerd op zorgvuldigheid en controleerbaarheid, en officieel geconcludeerd dat MIcompany voldoet aan de International Standard for Assurance Engagements (ISAE3402). Als professionele dienstverlener zijn wij als MIcompany zeer trots op deze formele erkenning van de robuustheid van onze data analyse diensten.

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.

KnipselData driven customer satisfaction project for NS: finalist for Gary Lillien ISMS-MSI Practice Prize 13 Jun 2016


The Dutch railways (NS) were confronted with a big drop in customer satisfaction again in 2011. In response to this drop in satisfaction, the NS asked MIcompany and the University of Groningen to determine its cause. This eventually resulted in a large-scale data-driven scientific project about the determinants of customer satisfaction at the NS and the development of prediction models. The result of this project is now selected as the finalist of the prestigious Gary Lillien ISMS-MSI Practice prize. The submitted contribution is titled: An Analytical Based Service Monitor and Improvement System for the National Dutch Railways: A Big Data Approach. Joost Bosma (NS), Martin Heijnsbroek (MIcompany) and Peter Verhoef (RuG/FEB) will compete with the other finalists such as MIT, Stanford University and the London Business School with cases about E-bay and the World Bank on Friday 17 June, during the next Marketing Science conference in Shanghai.

Finalists 2016:

“Building Optimized and Hyperlocal Product Assortments: A Nonparametric Choice Approach” by Vivek F. Farias (Massachusetts Institute of Technology), Srikanth Jagabathula (New York University), and Devavrat Shah (Massachusetts Institute of Technology).

“Managing Advertising Campaigns for New Product Launches in the Automobile Industry: An Application at Mercedes-Benz” by Marc Fischer (University of Cologne and University of Technology Sydney).

“An Analytical Based Service Monitor and Improvement System for the National Dutch Railways: A Big Data Approach” by Joost Bosma (National Dutch Railways), Martin Heijnsbroek (MIcompany), and Peter C. Verhoef (University of Groningen, Customer Insights Center).

“Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment” Thomas Blake (eBay Research Labs), Chris Nosko (University of Chicago and eBay Research Labs), and Steven Tadelis (UC Berkeley and eBay Research Labs).

“The Impact of Marketing Skills on Business Growth, Prosperity, and Survival: Insights from a Randomized Controlled Trial in Collaboration with the World Bank” by Stephen Anderson-Macdonald (Stanford University), Rajesh Chandy (London Business School), and Bilal Zia (World Bank).

Judging Panel:

John Roberts (Chair), Dominique Hanssens (ISMS), Bernd Skiera (EMAC), Earl Taylor (MSI), K. Sudhir (Marketing Science), Steve Cohen (Industry).

More news


Exponential growth by using the power of data & analytics for Knab Bank

Successfully binding audiences using the power of Data & Analytics

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.


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 (


Join the Consumer Analytics line

Big data. Do you know what the future looks like?
Every two years the amount of data created and stored in the world doubles. That means that, when it comes to data, we are on an exponential growth curve. As a result, most people cannot comprehend what the world will look like a few years from now. Nor can we predict which insights companies will be able to distill from digital data in the near future. What we do know is that industry leaders will continue to jump on this opportunity and invest in their data and analytical capabilities as part of their growth strategy.

Consumer Analytics will be the center of new commercial disciplines.
Although data growth is everywhere, digital consumer data is exploding across all industries. Today, fundamental consumer insights increasingly come from crawling and mining the web and from integrating on- and off-line consumer data sources. Moreover, digital trends have created an explosion of IDs which drive marketing to become more targeted and personalized. As a result, industry leaders are investing in a proliferation of new commercial disciplines, and centering these disciplines around excellence in consumer analytics.

The demand for talent in consumer analytics continues to grow
This means that a whole new job category is emerging for analytical talents. Besides using quants in Operations Research and Finance (the traditional industries for talents with a Mathematical and Econometric background) there is now Consumer Analytics.

As digital trends continue to change consumer interaction, commercial functions now need two categories of analytical talents. First, there is a need for analytical experts who are experienced in managing large databases and developing smart analytical tools. Second, there is an increasing shortage of analytical managers who can lead the continuing transformation and really know what they are talking about.

According to McKinsey there will be a shortage of 90,000 people with deep analytical skills in the US by 2018. With regards to analytical management, McKinsey estimates a shortage of more than a million people.

In summary, we see exciting and growing opportunities in the field of Consumer Analytics for the coming years.  If you are interested to find out more what this could mean for you, read our next section “Join the Consumer Analytics Traineeship”. Btw, you can allways contact us at

Join our Consumer Analytics Traineeship

We are looking for analytical talent to strengthen our team and our client.

Once you see the exciting opportunities in the field of Consumer Analytics, and you have a background that demonstrates a special analytical sparkle, we hope we will meet.

Many people ask us what this sparkle is. Regrettably, we don’t have a model for that, but we’re working on it. Typical candidates have, or will achieve a, Master’s degree in Econometrics, Mathematics, or Physics. However, we look deeper than that and search for passion, talent and achievement in analytics.

In our first conversation we will explore how we potentially fit.  What career ambitions you have, any particular talents you wish to use, and things you want to work on.  It is good to know, that we need to strengthen our own team and that we need to recruit for positions at other companies (MIacademy partners) in the Netherlands.

Our success comes from our commitment to nurture and grow analytical trainees while developing an exciting work culture.
Our external trainers often comment on the excitement and energy they get from training a group of highly motivated and distinguished analytical talent. But for us it is even more than excitement. People development and retention forms the core of our existence

Only with a more than 100% commitment to people development and being a great and exciting place to work can we persuade top analytical talent to start their career with MIcompany’s Consumer Analytics Traineeship.

New talents go through an intense three-year MIacademy program whilst receiving thorough on-the-job coaching. The MIacademy program is a recognized training program to make young analytical talent from University more effective in the business world. It is unique in its commitment and breadth as it starts with a 6 week, full-time introduction programme and mingles talent from a range of companies with different challenges.

This  year we are also launching our Analytical Leader programme. This programme will start with a two-week advanced training session covering coaching, influencing, presentation and analytical techniques. As in the rookie programme, all our partners will participate in this senior module

Crucially, trainees have the benefit of full flexibility and control of their own growth path. Either in the Discovery, or in the Your Analytics service line, talents can learn and experiment before specializing in a particular field that suits them.

While we must remain modest, we must be doing something right given the 100% loyalty rate of our cadre of top analytical talent so far.

If you are interested to discuss career opportunities with us,  please send us a mail with your motivation and curriculum vitae.  Contact us at


MIcompany has many opportunities for analytical talent! As a Marketing Intelligence analyst your main focus is to analyze customer data from leading companies, and advise them about their growth strategies. Please meet two of our people and let them answer questions you might have. First, meet  Wieke. She is a Junior Analist MIcompany since February 2012. Then read about Arje, also a Junior Analist who started in January 2011 as a student employee and in January 2012 as a Trainee. They, as (former) “Kraketters” will give you a sneak peek in the MIcompany way of working… What is a typical project for a Junior Analist at MIcompany? As a Junior Analist I work with big datasets. I analyse data from the customers of our clients, and try to discover growth opportunities for them. For instance, for an insurance company I try to find out which customer segments add a significant value to the results of the company. It is very challenging I think, because we analyse the data from many perspectives and i really have to use my brains for that.. Also I have meetings with clients to advise them about the insights we found. This is sometimes a formal meeting, sometimes it is more informal and you talk each other through progress that is made on the project. For me this combination of teamwork, interaction with clients and individually analysing data is highly motivating and makes time fly. From day 1 I started on a project, and quickly gained my own responsibilities in that. Which Master should I choose when I want to work at MIcompany? After my Bachelors in Econometrics I choose the Master Econometrics and Operational Research. To work for MIcompany you can choose any Masters in Econometrics, from every track you will use some aspects. Any other mathematical or quantitative Master is possible though, as long as you are not afraid of data. Why do most of the MIcompany analysts have an Econometrics background?      Most of my colleagues have an Econometric background because the analytical way of thinking you get very familiar with during your studies is essential to crack the cases we face. I like to work with people that have the same logical way of reasoning, so we can make the best analyses. What is, in your opinion, the added value to work as a student employee or  trainee at MIcompany? As a student employee and later as trainee I had the chance to see how to practice my theoretical knowledge. Also I got familiar with ‘big data’ and the future of this. All this by solving difficult problems in a very positive atmosphere.  I worked about 2 days a week. Can I do an internship or write my thesis at MIcompany? We don’t have separate internship possibilities. When 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. So don’t wait to long and apply for student employee now! You are a trainee at MIcompany, what is the difference with a student employee? As a student employee I worked closely together with the analists and supported them from the office. After a while, I got promoted to trainee and really worked for the client. As a trainee you have some privileges like support on your thesis and more compensation.


MIcompany welcomes the opportunity to meet talented graduates with a passion for marketing and database analysis. If you are interested, be sure to contact us at .


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.

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.



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


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.

Goede Doelen Loterijen


How to create a sustainable reduction in churn?
The Nationale Postcode Loterij, the BankGiro Loterij and the Vriendenloterij are three of the five major lotteries in the Netherlands. These three lotteries are managed by the holding company, Novamedia, and were facing similar challenges in the market. The acquisition of new tickets was levelling off and customer churn was rising. The question to MIcompany was: can you help to reduce the level of customer churn?

Development and execution of an approach based on utilising deeper insights from customer data

  1. We developed a detailed view of the customer and built an analysis database based on over ten customer data sources and 27 months of customer behaviour.
  2. Based on the analysis database, we formulated insights to understand the churn. We then created improvement hypotheses and distilled more than one hundred valuable insights about the rise and development of customer churn during the customer lifecycle.
  3. Next, we translated these insights into opportunities to significantly reduce churn. The opportunities identified were both tactical and strategic. They amounted to potential revenue savings of € 25 M in the first year and over € 100 M in the fourth year after implementation.
  4. We also designed initiatives to capture the potential. The detailed co-design and planning of 10 key initiatives with the marketing team enabled our client to manage the programme in the implementation phase.

Revenue impact beyond expectations

In the first year after implementation, savings of € 50 M were realised from only part of the initiatives, double the initial expectation. Our client also created a new analytics department to determine structural insights to support the business. The project database and the critical analyses from the analysis library were institutionalised through MIcompany’s Analytical Suite. This is now the client’s central capability, providing analytical insights to manage the business. The project was also rolled out to the postal code lotteries in the United Kingdom and Sweden.

  • “Collaboration and partnership approach with MIcompany delivers real impact!”
  • “This was the best project within the Novamedia Group in the last five years.” Frank Leeman, founder and member of the executive board of Novamedia
  • “MIcompany worked as one team with our organisation and in fact over-delivered on their promises!” Stephanie Henderson, manager Customer Loyalty
  • “Without MIcompany we would never have had our current position. In these times you need a guide and I am incredibly glad we selected MIcompany.” Jeroen van der Meulen, manager Database Marketing


Logo Knab

Creating exponential growth for Knab with data & analytics

To accelerate their growth Knab executed a commercial relaunch and organizational transformation supported by MIcompany. In this transition the application of data and analytics was essential. The results were remarkable and led to an exponential acceleration of the growth in 2014.

To illustrate the power of data and analytics Knab and MIcompany created a case video and article. Knab and MIcompany explain how data and analytics were essential in the success of Knab and how the fact based way of working was incorporated in the entire organization. You can find the video on our homepage and click on the article to read more!



Customer-based pricing intelligence enables the successful introduction of a new product portfolio for the NS (Dutch Railways)

How to set the prices of a new product portfolio?
Over 9 million people travel by train. Annually Dutch Railways (NS) transports about 9 million people. In response to the introduction of the public transport chip card (OV-chipkaart) in 2009, Dutch Railways decided that a new product portfolio should be developed to better match the possibilities of the OV-chipkaart.

MIcompany was asked the following question: what is the optimal combination of price and product conditions for the new product portfolio? An important condition was that customer satisfaction had to be improved, which would result in a higher market share (train vs car) and less pressure during rush hour.

Using customer intelligence to develop the best product portfolio for Dutch Railways

  1. A market research project based on conjoint analysis was set up to investigate customers’ willingness to buy new products for various prices and product conditions. The effect on customer satisfaction is included in the project.
  2. Based on market research results and customer knowledge a simulation model was developed to calculate the effect on customer demand for various product portfolios and prices.
  3. An optimal scenario and business case were developed for the introduction of the new optimal product portfolio. (The impact of changing the product portfolio on customer satisfaction, the total number of kilometres travelled in the morning and afternoon rush hours, and the market share).
  4. Dutch Railways and traveller organisations were provided with advice about the effect of the proposed portfolio on customers.

Introducing the new portfolio has a positive effect on all KPIs and is a win-win for travellers as well as NS
A large group of customers is more satisfied with the new portfolio because it meets their travel demands better. Due to the proposed new portfolio leisure travellers are more likely to travel after instead of during the morning rush hour, leading to more capacity for commuters. These results convinced Dutch Railways and the traveller organisations that the new product portfolio is beneficial for both NS and its customers. NS decided to introduce the improved product portfolio in 2011. The first months after introduction of the proposed portfolio were very successful.


The client was pleased with how solid the business case and supporting analysis was

  • “This business case looks really good and reliable. I feel very comfortable with these numbers.” Chris Smulders, CFO of NS Reizigers
  • “This is a very strong and solid story. You’ve managed to do a lot in such a short period of time!” Taco van der Elskamp, head of NS Reizigers Acquisition Marketing


NIVEA for Men is a partner of the Eredivisie (the Dutch Premier League) for the next three years. Based on a state-of-the-art method applied to the ROI of sports marketing, the decision had been made on whether and how to proceed with further sponsorship. Ellen van Lemmen, Manager of Communications & Marketing Services, Beiersdorf, Alexander Hamilton, Brand Manager for NIVEA for Men, and Jeroen Boesmans, Founding partner of MIsportscompany, give us a look behind the scenes of sports marketing and the research. Click on the article to read more!



Randstad has been a sponsor of the Dutch Olympic Committee (NOC*NSF) since 1997. To get a profound understanding of the effects of the sponsorship, MIsportscompany developed a ROI-model  for Randstad to analyze the sponsorship impact on short and long term business value in additional sales and margin.  The results of the analyses played a decisive role in the decision of Randstad to continue the sponsorship until the Olympic Games in Rio de Janeiro in 2016. Furthermore, the detailed ROI-analysis was highlighted by the jury when Randstad won the award for best sport sponsor in 2012. Jeroen Boesmans, founding partner of MIsportscompany, and  Mariska Woertman, Head of Corporate Communications of Randstad, was interviewed about the impact of the NOC*NSF sponsorship. Click on the article to read more!



Finding a way back to growth
In 2007, Microsoft Messenger had 5.6 million monthly active users. This resulted in it holding the number 1 position for Share of the Internet (10.2% share) – measured across all sites in the Netherlands. In other words: the average Internet user was using Messenger for more than 10% of their time online. However, the number of Internet users of Messenger was stable and had not grown for more than a year. The question that Microsoft Messenger asked MIcompany was: How can we initiate a new wave of growth in users and boost our Share of the Internet?

Use online customer data to discover new and deeper insights

  1. We first built a database of Messenger usage over a period of one year (10 Giga Bytes).
  2.  Through our structured online diagnostics, we then mined this data and formulated critical insights into the users’ behaviour.
  3. Among other things, the insights uncovered new areas for growth such as:
    a. Although the 5.6 million active monthly users looked like a stable customer base, major customer flows were hidden in this base.
    b. In 2007, 30% of all users were new. New customers that stayed showed a quick adoption pattern of the Messenger services. They conducted 90% of the sessions of an average user within two months. However, of this new user base, 50% were no longer active after six months.
    c. Prediction modelling revealed that one of the most important predictors of churn and a high level of usage was the growth in the number of buddies (contacts) of a user.
    d. These dynamics were verified in three other countries (Norway, United Kingdom and Italy) and therefore suggested global implications for managing the Messenger business.

Major initiatives developed and rolled-out internationally
After verification in other countries, and based on our insights, major Messenger services and initiatives were developed. These were piloted in the Netherlands and then rolled out internationally. These included: buddy finder – a service helping users to find (new) contacts – and an online welcome programme to reduce churn in the first six months.
After implementing the initiatives, the number of active users increased to more than six million, and in December 2008 the Share of the Internet increased from 10.2% to 13.5%.

“Impact created by MIcompany in the Netherlands noticed at global executive level”

  • “This is really great stuff that your team produced. Let’s see how well we can reproduce it on a mass scale for other markets.” Ben Day, Director at Microsoft head office in Seattle
  • “Can you also crunch the databases in the UK, Norway and Italy to come up with the same terrific insights as in the Netherlands?” Brian Groth, EMEA Director Microsoft Windows Live


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)