Oxyma senior consultant and data strategist Michiel van Gaalen has become the first Relay42 certified marketer in the Netherlands having successfully completed the requisite training programme. In obtaining this certification, Oxyma indicates the importance it attaches to data management platforms as part of its services, with Relay42 being one of its partners.
As Oxyma’s senior consultant and data strategist, Van Gaalen was able to prove that he meets the certification and experience demands that Relay42 places on marketers. Certified Relay42 marketers are able to develop and implement use cases based on business goals which link behaviour on the website, CRM and online media.
“Having Michiel obtain this certification illustrates Oxyma’s commitment to investing in omnichannel contact strategies for our clients,” says managing consultant Raymon de Kruijff. “It is crucial for us to create a 360-degree client profile and activate this profile across all our contact channels. We do so using DMPs such as Relay42 in order to develop intelligent and creative strategies.”
Relay42 aims to improve the results which clients see from digital marketing by establishing a personal relevant message at the right time and in the right volume using an innovative data management platform. The software’s open structure means it can be integrated in all backend and frontend systems. As a result, clients can personalise marketing messages in real time based on centralised data and a direct analysis thereof, activating them via all possible online channels. Relay42 is currently being used by advertisers such as KLM, Ziggo, Thomas Cook, BMW, Foot Locker and Nuon.
“What we often hear is that the user interface of Relay42 is relatively user-friendly and that an afternoon of training is sufficient to gain insight into the system,” says Rene Bulthuis, director of client & partner relations at Relay42. “Nevertheless, we still see a demand for an official certification programme as data-driven omnichannel marketing requires a radically different approach – from conceptualisation to actual implementation. Advertisers therefore regularly ask us which partners have sufficient expertise and can provide them with sound advice. The certification programme creates greater transparency so that all parties can immediately see which partners can help them realise their goals.”
The certification trajectory for Relay42 Certified Marketer is focused on maximising the yield from Relay42 implementations. The certification requirements include training in tag management, DMP and marketing, sufficient practical experience and a final exam. “I am looking forward to putting my newly acquired knowledge to work for new and existing clients,” concludes Michiel van Gaalen. “It will help make visible the value we can add within contact strategies.”
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