New professor Data Driven Marketing: "Data is the new gold"

How can businesses work efficiently in a data-driven manner and future-proof themselves using data? That is the key question of the research group Data Driven Marketing. The new professor, Cor Beyers, offers his broad expertise in practice-based research, project management and funding to make a valuable contribution to the research group. His objective? Helping businesses make optimal use of data and, as such, supporting a sustainable society. 

Cor started his career as a chemist. Within the chemical industry, he built an impressive career before moving into higher education. At The Hague University of Applied Sciences, he held various positions, including programme manager, lecturer and most recently project leader of the Master Data Driven Business. 

Reinforcing each other

Cor combines his new role as professor of Data Driven Marketing at the Centre of Expertise Digital Operations and Finance and the Faculty of Business, Finance & Marketing with his position as professor of New Entrepreneurship at Avans University of Applied Sciences. The themes of these research groups reinforce each other. "New entrepreneurship is driven by innovation", Cor explains. "The extension of that is what we do at THUAS. We aim at resources to change. In addition to products and business models, it is also about modern technologies, such as data development”. 

Bridge between research and practice

The research group Data Driven Marketing focuses on two primary research areas: social impact and digital competencies within marketing. Cor: “We investigate how we can promote socially responsible marketing driven by data, enabling businesses to make their production processes more efficient and sustainable. Examples include extending the life cycle of products and promoting the reuse of materials. We also look into how organisations can use data to improve decision-making and ensure long-term resilience in a rapidly changing world. By using predictive data analysis, businesses are able to future-proof their operations and align business goals with sustainable and responsible outcomes".

Creating impact 

Cor sees promoting collaboration, connecting researchers and leading a multidisciplinary research team as his core tasks. “We actively seek partnerships with other research groups, both within and outside The Hague University of Applied Sciences. Our research themes transcend regional boundaries. Through collaboration, we not only increase the chances of funding but also the impact of our research. In my role, I am committed to close collaboration with SMEs, so that our research directly contributes to innovative solutions and sustainable growth within SMEs”.

Knowledge picked up by the educational field

research groups are not only important for the professional field, but also for educational innovation. “Through research we develop new methods and ensure that the knowledge acquired is actually incorporated into our education. We also offer master students interesting research projects to which they can make a valuable contribution”. 

Future-proofing

Cor is positive about the future of Data Driven Marketing: "Data are the new gold and we help businesses discover their untapped value. By strengthening their digital capabilities, they discover the potential of data, which leads to better decision-making, greater resilience and a future-proof business aligned with sustainable principles".

About the Centre of Expertise Digital Operations

The research group Data Driven Marketing is part of the Centre of Expertise Digital Operations & Finance. We conduct practice-oriented research and use digital technology to create a virtuous economy. For us, that means an economy with a small ecological footprint. An economy that ensures a future that is inclusive, sustainable and resilient.