Building digital capabilities

Training Aegon’s marketing organization to become data-driven.

Data-driven marketing is essential in any successful business. In order to drive digital acceleration for Aegon, our specialists trained junior marketers and data analysts in a one-year program to take their digital skills to the next level. The combination of training, coaching and learning on the job created a significant impact at Aegon.

We focused on essential skills during hands-on sessions:

  • How to work with data analysis software
  • How to use marketing automation tools
  • How to develop optimized customer journeys from a UX point of view

While being coached, the trainees were assigned to several projects at Aegon concerning customer acquisition, customer experience and customer journey personalization. In doing so, the teams were able to create immediate impact. All activities led to enhanced user experiences, increased customer engagement and better sales results. Aegon now is equipped to build and improve their own digitally skilled marketing team.