Van Iperen
Data-driven approaches as a foundation for growth
Together with Van Iperen, we worked on the next step: using data as the foundation for growth. What began as a strategic consulting project evolved into a long-term partnership. Not just thinking, but doing. Not just insight, but action.
The Challenge
From insights without structure to data-driven decision-making
Van Iperen has been active in the agricultural sector since 1921 and positions itself as a knowledge partner for sustainable and profitable crop production. With the development of a new digital strategy and website, a logical question arose: When is this website successful, and how do we measure that?
Data was available through GA4, Mailchimp, and social media. However, there were no established KPIs. Evaluations were conducted on an ad hoc basis, and marketing decisions were largely based on experience.
The goal was clear: to gain deeper insights into data and manage marketing efforts more efficiently.
Approach
The smart connection between strategy and technology
The first step was to define our focus: what does success mean? Together with the marketing team, we went back to the website’s main objective:
Strengthening Van Iperen’s positioning as a knowledge partner.
We translated this into a Strategic Measurement Framework, complete with sub-goals, KPIs, and specific metrics.
For each KPI, we determined:
- Where the data comes from
- What targets are realistic
We deliberately chose a practical and straightforward framework that aligns with the organization. We made new KPIs measurable using Google Tag Manager in Google Analytics 4. We did not include anything that could not be clearly measured. This kept the model focused and actionable.
The implementation
From research to a steady growth trajectory
The groundwork was laid back in October 2023 with a comprehensive performance analysis of the existing website. We combined qualitative research (customer interviews) with quantitative data (Google Analytics). These insights served as the basis for the digital strategy in early 2024, with five personas guiding the content and structure.
A fixed performance cycle
On January 13, 2025, the new website went live as the first step in the digital strategy. From that point on, the focus shifted to systematic measurement and optimization.
In June 2025, we began defining specific goals and KPIs. We set up tracking and ensured that data was recorded accurately.
All of this took place as part of a structured performance cycle during which the marketing team received training throughout the process. They learned to conduct analyses on their own and translate insights into action. In this way, data-driven work became an internal standard.
01
Periodic evaluations
02
Management based on KPIs and targets
03
Specific action items and OKRs
Results
The new performance framework provides for systematic guidance.
Greater involvement
- +15% average time spent on knowledge pages
- Article length: 59 seconds to 1:14
- -28% less time spent on category pages thanks to faster navigation
A Roadmap for the Future
For Van Iperen, this was the first time they had truly adopted a data-driven approach. Was it nerve-wracking? Definitely. But by involving the team from day one, we built a strong foundation of support.
Marketing is now evaluated on a regular basis. Decisions are data-driven. We test, learn, and optimize.
The collaboration
From Implementation to Growth Partnership
Data-driven operations now form the foundation for further development. Van Iperen has the internal expertise and structure to continue managing its operations independently, while we, as a growth partner, remain involved in strategic issues, AI training, media development, and further MarTech innovations.
On the one hand, this means greater autonomy for the team. On the other hand, it means strengthening our collaboration. In this way, we continue to build sustainable growth together.
“With the strategic measurement framework and the associated performance cycle, we as a team are able to focus much more effectively on impact. Thanks to this collaborative approach, data is now an integral part of our marketing decisions. Clever Strategy is more than just a consulting firm to us; we work together as partners to further grow our digital strategy.”
If you’d ever like to brainstorm, I’d love to talk with you. We’ve successfully completed many projects. It would be great to share our experiences and find out how we can help you!
Call 010-752 39 41, or fill out the form below and we’ll get in touch with you.