ISAE 3402 Type II report available


MIcompany is a leading services company in creating sustainable business breakthroughs with Artificial Intelligence. We do this by building people skills and algorithmic apps which can be scaled within organizations, sectors and over countries.


We build AI solutions from our offices in Tel Aviv and Amsterdam in more than 20 countries for blue chip companies such as eBay, Nike,, Lease Plan, KPN and Shufersal.


MIcompany launches AI Leadership Program for women

26 Sep 2019 MIcompany launches AI Leadership Program for women Dorthe van Waarden nominated... read more

Martin's columns in the FD newspaper

Column image

Read Martin Heijnsbroek's Financieele Dagblad columns here

Het gevaar van goede bedoelingen

25 Aug 2018

AI is back and here to stay

8 Jun 2018

Ziek? Raadpleeg uw smartphone

28 Apr 2018

Mannen, vrouwen en data-uitglijders

16 Mar 2018

Kajsa, je speelt met vuur

1 Feb 2018

De wet van Roy Amara

9 Dec 2017

Wat we missen in het regeerakkoord

27 Oct 2017

The good, the bad and the data

7 Oct 2017

Mens en machine: onverslaanbaar

18 Sep 2017

Op vakantie in de echokamer

26 Aug 2017

De dikke staart van de terreur

24 Jun 2017

Een klimaat van onzekerheid

27 May 2017

De alfa-formatie

29 Apr 2017

De Partij van de Data

1 Apr 2017

Kan de overheid het sleepnet aan?

4 Mar 2017

Donald Trump: de verbazing voorbij

4 Feb 2017

Onder de kerstboom met good data

17 Dec 2016

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

Load more columns


Powerful analytical team 

MIcompany consists of a team of more than 70 employees with offices in Tel Aviv and Amsterdam. Most of our employees (85%) have a background in Econometrics, Mathematics or Computer Science and belonged to the best of their study. The team is supported through strong ties with top academics from the universities of Tel Aviv (Artificial Intelligence), Rotterdam (Econometrics), Munster (Marketing) Amsterdam (UVA Science Faculty) and Groningen (DNA research).

Leadership Team

Our people

Below you can find a selection of our people.

MIcompany partner, Marnix BügelMarnix is founding and managing partner of MIcompany. He is an entrepreneur and thought leader in AI and Data Analytics. Marnix has extensive experience in building AI capabilities for blue chip companies such as Nike, Ebay, Leumi Card, Knab, Dirk and Postcode Lottery. He has a Bachelor’s in Mathematics, a Masters 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.


MIcompany Partner, Martin HeijnsbroekMartin is Managing Partner of MIcompany and feels passionate about building Data Analytics capabilities at his clients. He beliefs the challenge is “Bottling the magic of Data Analytics”, so companies build up a capability that can scale. To work on that vision, he left McKinsey & Company as a partner, where he oversaw the European hub for Customer Lifecycle Management and the Marketing & Sales Practice in the Benelux. Martin was awarded a MSC in Econometrics from Erasmus University Rotterdam and an MBA from INSEAD. 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!


MIcompany partner, Wouter HuygenWouter is a Partner at MIcompany, focusing on B2B and consumer goods industries. 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. Wouter has a Bachelor’s in Mechanical Engineering, a Masters 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.


MIcompany Junior Partner, Geertje ZeegersGeertje is Junior Partner at MIcompany and responsible for MIcompany’s Academy programs. Through these programs, she helps clients take their data analytics capabilities to a new level by developing their employees. From data scientist to CEO. She has been doing this since the foundation of MIcompany in 2006. Geertje has a Masters in Social Psychology, with a specialization in the quantitative and consumer fields. read more


About Geertje


Geertje’s passion

Geertje enjoys inspiring organizations, especially the people within organizations, to see the possibilities of data and analytics in realizing sustainable growth and being able to make data and analytics work for them.

Geertje’s values

Ferran Adrià, one of the world’s greatest chefs, once said “You need an entire life just to know about tomatoes!”. So be curious.

Geertje enjoys

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


MIcompany Junior Partner, Folkert de JongFolkert 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 has a Masters 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).


MIcompany Director Israel Office, Arje SandersArje leads MIcompany’s Israeli office, with the ambition to help senior management of Mediterranean corporates in solving key business challenges by using Data Analytics. He does this with his unique personality; he is a strong, direct, flexible and very well communicative strategist who will always work as hard as needed to get the best results. He often thinks in diverging directions, which leads to novel ideas and great impact. Arje has a Masters in Operations Research and Business Econometrics. read more


About Arje


Arje’s passion

Create a real difference at the highest level and teaching, inspiring and motivating others to perform to their best abilities.

Arje’s values

“If you want something you’ve never had, then you’ve got to do somehting you’ve never done.” – Thomas Jefferson

Arje enjoys

Working in a dynamic, young and moving environment, where everybody grows and a real change is created.


MIcompany Associate Partner, Jeroen BoesmansJeroen 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 knowledge of sportmarketing Jeroen founded MIsportscompany, a specialised unit within MIcompany to analyse and improve ROI on sport sponsorships. Jeroen obtained a master degree in Business Economics at Erasmus University (1997) 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.


MIcompany Head of Analytical Education, Tryntsje Hoving-WesseliusTryntsje is Head of Analytical Education, specialized in training (econometrical) methods and techniques. She’s analytical, conscientious, efficient and a great team player who loves to help other people to develop. The passion for Data Analytics started during the study Econometrics in Groningen (2009). Besides being responsible for the quality of the MIacademy-programs, she redesigned the Analytical Talentship Program to a blended program making use of online techniques. She is a certified NOBTRA trainer (TFC Trainersacademie 2014). 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.


MIcompany Program Manager Data Analytics, Laura BrandwachtLaura is a Program Manager Data Analytics with a broad experience in especially the financial sector. She introduced Data Analytics at the start-up Knab, which resulted in exponential growth in 2014. Besides her lead role in Data Analytics transformation programs, she was also in charge of the 6-week bootcamp of the 2nd international class of Aegon with 15 participants from 7 countries ranging from the US to Singapore. She is an enthusiastic team player and loves to work with young, talented people. Laura has a Masters in Mathematics. read more


About Laura


Laura’s passion

She loves building bridges between the world of Data Analytics and its potential in the reality of a business. Translating complex customer insights into a concrete advice and initiatives that transform companies into data driven organizations gives her energy. She believes in combining people’s unique talents to accomplish this.

Laura’s values

Don’t give up too easily! “It always seems impossible until it’s done.” – Nelson Mandela

Laura enjoys

Laura likes to travel to a sunny beach or a snowy slope. She also enjoys nice dinners and drinks with friends and family.


MIcompany Principal Data Analytics, Wynfrith MeijwesWynfrith is an enthusiastic and energetic Principal Data Analytics. 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 Masters 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!


MIcompany Principal Data Analytics, Helen RijkesHelen is an ambitious Principal Data Analytics 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 Masters 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.


MIcompany Principal Data Analytics, Sven van VeenSven is a Principal Data Analytics, specialized in marketing effectiveness and responsible for MIcompany’s Advanced Analytics Programs. His talent is to calculate the value effect of all marketing investments, providing companies with hands-on advice how to optimize this effect and reach measurable impact on campaigns and customer interactions. Over the years he’s built up an extensive portfolio of experience in areas such as retail, finance, transport and telecom. Sven has a Masters in econometrics & operational research. read more


About Sven


Sven’s passion

Creating that special killer insight that makes a project truly stand out. He loves to translate these insights to action that enable both organisations and their 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.


MIcompany Principal Data Analytics, Ilya PetoukhovIlya is a Principal Data Analytics with a drive to help people and companies to create impact using data science skills. He uses his 9 years of experience in data analytics and problem solving to guide companies to translate data to commercial impact in an efficient way. He quickly adapts to the rapidly evolving data analytics landscape using his background in Econometrics (Cum Laude). In the last years, Ilya has been dedicated to creating impact through our MIacademy training programs.  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.


MIcompany Project Leader Data Analytics, Lara BuimerLara is an ambitious and dedicated Project Leader Data Analytics, responsible for the 3-year Analytical Talentship Program. With a Masters in Econometrics and years of experience in analytical projects, she decided to become a member of our MIacademy team to combine two of her passions: to make an impact with the power of Data Analytics and to help others live up to their full potential to become the best analysts they can be. read more


About Lara


Lara’s passion

Using Data Analytics to create insights with a lasting impact and using her knowledge to teach others how to do this as well.

Lara’s values

“This is my invariable advice to people: learn to cook – try new recipes, learn from your mistakes, be fearless, and above all have fun!” – Julia Child

Lara enjoys

Taking on a challenge to learn new things, whether that is to learn everything about machine learning techniques, to cook a perfect Beef Wellington or to bike up a French mountain. And doing all this in the company of people that are important to her.


MIcompany Office Manager, Samantha van LoenenSamantha is one of the 5 office managers of MIcompany and leads the secretarial team together with her colleague Ingrid. She is responsible for the finance and HR of MIcompany and takes care with her team for the best support for all of the clients, employees, trainees and partners. She studied at Hogeschool Schoevers and has worked for the partners for more than 10 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 mission

Our mission (purpose) is: Helping people and organizations prosper through AI. Our mission is aimed at companies and institutions, but also – more broadly – at customers and society. We will give three examples to illustrate this.

A first example is our partnership with the University Medical Center Groningen (UMCG). We collaborate with the UMCG in advanced scientific research to understand the allergy risk of children. In this research, we use deep learning on multi omics data such as DNA, methylated DNA and mRNA data to develop breakthroughs for allergic children.

A second example is our collaboration with Ebay. We support Ebay in establishing and operating the ECG Analytics University to develop the skills of a large and diverse group of employees to apply the power of AI & data.

A third example is a telecom operator for which we developed an AI application to optimize network investments in DSL upgrades, roll outs of Fiber and 5G. This optimization creates maximum long-term customer value under capital constraints.

Our values

Drive lasting breakthroughs


We use AI to radically change high impact processes within organizations. Process change enabled through algorithmic apps to create sustainable value for customers (Value To Customer (V2C), companies (Value To Firm (V2F)) and/or society (Value To Society (V2S)). For example, with our Artificial Intelligence Retail Platform (AIR-P) retailers are enabled with apps to calculate and improve promotion effectiveness in a way that benefits both the consumer and the retailer. Promotions account for about 30% of total revenue of an average retailer. Another example is a pricing app of an international Car Leasing company, to determine the optimal price to remarket their returned lease cars.  The algorithms strike the optimal balance between creating an attractive proposition for consumers, and enhancing margins for the leasing company. Over 300+ algorithms steer this process across 24 companies.


Grow through learning and doing


Exploiting new and growing data sources, AI offers a range of new opportunities to create value for firms, customers and society.
To learn how to identify these opportunities and apply AI we have our own educational school called MIacademy. In MIacademy we train both data scientists, managers and executives. Furthermore, we aim to leverage our presence in Israel to create growth through entrepreneurship. We strive to build MVP’s based on AI for high impact processes in all our assignments.


Inspire on the future of AI


Although we are aware of the dark side of AI, we focus on the opportunities of AI to make life easier, healthier and more valuable. We aim to inspire people and organizations to identify new application areas for AI to address these opportunities. For example, we inspire top scientists to use new AI techniques for under- and over sampling in cross omics asthma research to improve the prediction accuracy.


Our Amsterdam office


Amsterdam Office MIcompany

Our Tel Aviv office

In September 2015 MIcompany has opened it second office, in Tel-Aviv. From this office MIcompany serves its Mediterranean client – in and around Israel.


The internationalization of MIcompany

Martin Heijnsbroek, managing partner: “In the past few years MIcompany has seen a substantial growth in international requests for support in building the data & analytics capabilities within companies”. This demand has resulted in assignments in over 20 countries – ranging from North America to Asia – in recent years.


Israel is right in the heart of data technology innovations

Israel is a fast evolving technological hub, with record breaking innovation and the most high-tech start-ups per capita in the world. MIcompany recognizes these opportunities to strengthen both its innovative proposition and its analytical team. Moreover, with an office in Israel MIcompany is one step closer to its international clients around the Mediterranean and the rest of the world.

Together with our strategic partner Shaldor Strategy Consulting, we are keen to help local companies with their Data Strategy and capabilities challenges.






Contact us


MIcompany works for the board of blue chip companies in more than 20 countries. For these companies we identify significant growth opportunities and build analytical capabilities. Let us present some examples to you categorized in our four key services:

Discovery & Impact

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

read more

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

read more

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?

read more

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

read more

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

read more

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. 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, building direct relationships with recurring interaction 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.

Data & Technology

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

read more

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

read more

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

read more

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.

Metrics & Models

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

read more

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

read more

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

read more

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

read more

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

read more

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.

People & Organisation

Case - AEGONBuilding global Data Analytics competencies at Aegon

read more

  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.

Aegon Analytical Academy


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

read more

 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

read more

 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.

MIcompany launches AI Leadership Program for... 26 Sep 2019

MIcompany launches AI Leadership Program for women

Dorthe van Waarden nominated for Dutch Young Talent Award 2019

Over the past three years MIcompany has invested in strengthening her female employee group through a special leadership program. This internal program has met and exceeded expectations, resulting in a growth acceleration of the female leaders within MIcompany. Additionally, Laura Brandwacht – principal of MIcompany – was one of the finalists of the Young Talent Award 2018. This year, a second principal of MIcompany – Dorthe van Waarden – is nominated for this award. These and additional successes lead to our conviction that using AI to accelerate female leadership is an unbeatable combination. Therefore, MIcompany has decided to launch a new certified AI leadership program for women together with The Inclusion Factory in order to open up this success formula for other organizations and women as well.


You can find the full newsitem here.

Israel Discount Bank & MAX accelerate skill... 2 Aug 2019

Israel Discount Bank & MAX accelerate skill development of data scientists in MIacademy

Dutch ambassador visits talent program class and at the same time opens new office in Tel Aviv

Israel Discount Bank (IDB) and MAX (former Leumi Card) have decided to educate more data scientists and data engineers in the MIacademy AI & Data Talent Program (AIDTP). This decision was made by both leading Israeli companies, just six months after the first Tel Aviv based class finalized the bootcamp part of the AIDTP. A team of the Dutch embassy visited the new class to look at the unique Dutch-Israeli collaboration in building AI capabilities across the world. During his visit the Dutch ambassador also officially opened the new office of MIcompany in Tel Aviv.


You can find the full newsitem here.

UMCG and MIcompany start cross-border... 19 Jun 2019


In 2025, 50% of Europeans are expected to suffer from Asthma or other chronic allergic disease. That’s one of the reasons MIcompany has started a collaboration with the UMCG (Universitair Medisch Centrum Groningen) in the field of DNA research to unravel the mysteries behind asthma and other allergic diseases. In a joint research team we strive for medical breakthroughs that enable better prediction of allergy risk and insights for the development of new medicines. This cross-border collaboration is described in the attached PDF article, revealing the exciting opportunities and medical relevance of DNA research.

Interested to find out more? We also attached a double-interview in the Financieel Dagblad with the initiators of this collaboration, prof. dr. Gerard Koppelman of the UMCG and MIcompany founder Marnix Bügel PhD.

More news


Rabobank | Modellathon 2018 Compilation

Data scientists wanted for KPN

Meet the Data Analytics Talentship Program of MIacademy

MIcompany offers a specific Data Analytics growth path for women

Aegon Analytical Academy

Big Data Belofte – conferentie Gemeente Amsterdam

The Financial Agenda | Small steps in Big Data

MIcompany Clip Drone

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)

Lexence Talks


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.

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.

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.


CRKBO registered MIcompany
MIacademy is CRKBO registered.

Click here for the MIacademy complaint procedure.

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.


With the amount of data growing at an exponential rate, Data Analytics is one of the hottest fields of this century. Do you want to be part of this exciting field? Find out how MIacademy can help you to find the perfect job and become a leader in Data Analytics! More information, our current vacancies and our application procedure can be found at www.DataAnalytics.Career

Office Management Talent? Claim your seat at the top

MIcompany is looking for: a Junior Office Manager m/f



Do you have the skills and drive?


Our team of 5 office managers ensures ideal conditions and optimal support. Daily. So that our 65 colleagues can concentrate on training, analyzing and building solutions. With Data and Artificial Intelligence. The field of the future. For our top clients like Nike,, eBay,, KPN, Aegon and ABNAMRO. Serviced from our offices in Amsterdam and Tel Aviv.

Our unique and ambitious environment offers you the possibility to work at the top of your profession and grow beyond. For instance, each of us manages extra portfolios independently that fit our talents and personal growth ambitions. Susanne organizes recruitment. Judith directs our own training school MIacademy. Ingrid manages all finances and our beautiful office in the heart of Amsterdam. And Samantha coordinates the HRM and MT support.

In order to optimally facilitate our international growth, we are currently looking for a caring and service minded Junior Office Manager. Bilingual and fluent in English and Dutch. Who complements our team and helps colleagues, talents and customers to excel.

So do you have the talent and drive? To grow and make the difference? To get the best out of yourself?

What do we expect from you?


  • Caring and service minded
  • Inquisitive in knowledge and skills
  • HBO/higher professional education work and thinking level
  • Bilingual. Fluent English and Dutch. Speaking and writing (Hebrew is a pre)
  • Just finished training / at least 2 years of work experience
  • Experienced with working with Outlook, Word, PowerPoint and Excel

What can you expect?


  • All possibilities to grow your talent
  • All opportunities for further development in areas such as Marketing & PR, IT, Recruitment, HRM and Finance.
  • Your personal coach and career plan (Office Management Growth Plan)
  • A young, international high-performance work environment. With its own offices in Amsterdam and Tel Aviv. And currently active in 20 countries worldwide.

Apply here! 

Other vacancies

Specific growth path for women

We MIcompany women love puzzling with data and solving complicated analytics issues. Together with our team we go for results and we’re able to get organisations in motion. We are proud of what we do, but we can’t do this alone! Therefore we are looking for more powerful quantitative women, who love to nerd just like us. Do you want to grow at MIcompany through training, coaching and great assignments? Respond to our vacancy!



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


Retaining Customers Expertise Data ScienceIncreasing 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.

Loyalty Knowledge and Experience AnalyticsMIcompany 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.

Customer Loyalty Lifecycle ManagementLoyalty 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 PublicationsDeveloping 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


Customer based pricing importancePricing 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.
Customer based pricing knowledge and expertiseExtensive 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 approach MIcompanyCustomer-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 casesCustomer-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.




Sportsmarketing Data Science ExpertiseMaximising 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.

Quantitative Sportsmarketing Knowledge and ExperienceCombining 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.

Data-Driven Sportsmarketing ModellingMIsports 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.

Publications SportsmarketingSports marketing publications

Digital Analytics


Digital Customer Analytics ImportanceRecent 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.

Digital Analytics Knowledge and Experience 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).

Digital Customer Analytics Insights and Strategies1. 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 Customer Analytics PublicationsDigital 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.


Leaders of MIcompany have written several books. Some of these books can only be ordered exclusively through this site. One of these books – State of the Data – gives unique insight into the best practices for creating impact with data analytics from industry leaders such as, and Naspers. 

Advanced Puzzles for Business Applications

To solve difficult business challenges, the usage of the old puzzle skills should not be underestimated. These can be used to split seemingly impossible problems into smaller questions which are easier to solve or to find a generic pattern across different situations. That is exactly why we as MIcompany love mathematical puzzles, a passion we want to share with larger audience. For this puzzle book we selected the 100 most difficult, fun and surprising puzzles, which were previously published in the Dutch Financial Daily.

Advanced Puzzles for Business Applications (order)

Dear friend of MIcompany,

Below you will find the form to order your very own puzzle book.


To solve difficult business challenges, the usage of the old puzzle skills should not be underestimated. These can be used to split seemingly impossible problems into smaller questions which are easier to solve or to find a generic pattern across different situations. That is exactly why we as MIcompany love mathematical puzzles, a passion we want to share with larger audience. For this puzzle book we selected the 100 most difficult, fun and surprising puzzles, which were previously published in the Dutch Financial Daily.

Order your puzzle book by filling in the form below:

  • The address where you want us to deliver your book.

    You can find our privacy policy at the bottom of our website.

State of the Data

State of the Data Book Cover

This ‘State of the Data’ lustrum book, celebrates MIcompany’s 10-year anniversary. It is a gift from our clients and our people to you. It reflects the unique “state” most industries and companies are in with regard to creating impact with data. Companies that are excited and eager to work with Data Analytics, learning from their first successes and failures, and often pioneering to get impact at scale through stronger capabilities.


We feel privileged and thankful that our clients were willing to partner with us in the production of the ‘State of the Data’. It therefore gives you a unique perspective on how large companies are moving ahead and tackling their challenges in Data Analytics anno 2016. Of course, we feel proud to have been part of those journeys, both recently and over the past ten years. Enjoy your reading and building your perspective on the ‘State of the Data’ your company is in.

Order a book