The Relevance Group

I've stopped paying attention to advertising. And I’m not the only one. We scroll, we swipe, we move on. Not because we dislike ads, but because most of them simply don't speak to us. That’s exactly what we want to change at The Relevance Group. And next week is a good example of how we’re putting relevance into practice: On May 5, we’re hosting our 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗦𝘂𝗺𝗺𝗶𝘁. A day full of practical insights, discussions and a world premiere: The launch of our 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗜𝗻𝗱𝗲𝘅 (𝗖𝗥𝗜). Co-developed with the University of Mannheim and Bocconi University, this new KPI makes relevance measurable for the first time. And this is just the beginning. In the weeks and months to come, we’ll share more insights on how the CRI works and how it can shape better decisions in marketing and communication. Stay tuned! The two days following our Summit, I’ll be at the #OMR with 10 amazing TRG colleagues. #Relevance has always been at the core of what we do, and the OMR is a great place to see how the industry is moving. From trends and technologies to ideas that challenge how marketing can stay meaningful. I’d be happy to see you at our Summit on May 5 or connect in person at the OMR. 🚀

Relevance Summit on Monday: We're ready. Are you? 💫 This coming Monday we’re hosting our Relevance Summit 2025, an evening dedicated to what truly matters in marketing and business: ➡️ How can we move beyond hype and measure real customer relevance? ➡️ What’s the role of data and AI in building better experiences? You can expect: ✅ The world premiere of the Customer Relevance Index – a brand new KPI we’re devloping with the Universities of Mannheim & Bocconi to finally make Customer Relevance measurable. Presenetd by Maximilian Beichert ✅ An exciting AI Outlook 2025 by Daan Luttik from our company Techonomy ✅ Expert insights from Dr. Tim Wiegels and a panel of industry leaders 🍸 Good conversations, good people & good drinks All sessions in English. Compact. Content-rich. Right before the #OMR energy kicks in. 🎟️ You’ve got your spot? Great. We’re looking forward to seeing you there. #RelevanceSummit2025 #OMR2025 https://lnkd.in/g8dk8QH3

Exciting News: TDA Group joins The Relevance Group! 🎉 We’re proud to announce that TDA Group is now part of The Relevance Group. This marks a major step in establishing a strong technological backbone for our group. 🚀 With operations across the Netherlands, Belgium, and Germany, TDA Group unites Global Group TDA Germany GmbH, Campaigns Unlimited, TDA Analytics, Invenna, Human Inference, and brings outstanding expertise in Customer Data Platforms (CDP), Master Data Management (MDM), and proprietary segmentation and data activation frameworks. With TDA Group on board, we are creating a dedicated technology pillar within TRG, complementing and strengthening our consulting and data services. This is a fundamental step to deliver even smarter, faster, and more relevant solutions for our clients. And yes, this also means: The Relevance Group now exceeds 400 team members across Europe! 🥳 A warm welcome to the entire TDA Group team! We’re very excited about what’s ahead! Curious to learn more? Read the press release on our website: https://lnkd.in/da-aVawE #WelcomeTDAGroup

May is shaping up to be a month of #relevance – packed with events across Germany and Switzerland where The Relevance Group’s companies are bringing together minds around data, customer experience, and impactful marketing. 🚀 From the Relevance Summit to MarTech insights, here’s where you can meet us and get inspired: 📅 May 5 – Relevance Summit | Hosted by The Relevance Group | Hamburg ➡️ Our flagship event on the future of relevance in the age of AI – with powerful keynotes, real-world case studies, and open conversations that matter. 💡 More information here: https://lnkd.in/ezENYfmm 📅 May 6 – CustOMR Relevance Lunch | Hosted by Interactive Marketing Group GmbH | Hamburg ➡️ An exclusive lunch for decision-makers focused on CRM, customer journeys, and how data is unlocking true relevance. 📅 May 14 – Successful B2B Marketing | Hosted by Converto AG & DATALOGUE Switzerland | Zurich ➡️ Which strategies actually drive results in B2B? This event brings you hands-on insights and a focus on sustainable impact – beyond short-term KPIs. 💡 More information here: https://lnkd.in/ecEqKKXM 📅 May 22 – Relevance Day II | Hosted by Interactive Marketing Group GmbH | Dusseldorf ➡️ The second edition of our popular format – this time with more best practices and insights for data-driven, customer-centric marketing. 📅 May 27 – Swiss MarTech Summit | Sponsored by Converto AG | Winterthur ➡️ The premier gathering for Switzerland’s MarTech scene 💡 More information here: https://lnkd.in/dBDZEWYj 🎟️ Planning to attend? Let us know – or simply stop by. We’d love to connect with you!

On May 6–7, the #OMR Festival will once again turn Hamburg into a meeting point for digital marketing, technology and business innovation. With more than 67,000 attendees, 800 speakers and 1,000 exhibitors, it is one of Europe’s most relevant industry events. To give employees from our companies the chance to take part, The Relevance Group launched our very own "OMR Ticket Lottery". Here’s how it worked: ➡️ Each TRG company nominated up to three employees ➡️ One person per company was selected by random draw ➡️ TRG covers the full experience, including ticket and accommodation The idea: open access to current developments in AI, data and marketing – and enable participants to bring valuable insights back into their teams and organisations. A diverse TRG delegation is now preparing to head to Hamburg. 🙌 Of course, all participants are also invited to join us for our "Relevance Summit 2025" on May 5 (right before the OMR madness begins) – our own OMR side event, focused on relevance in business and communication. With expert speakers from academia, technology and industry, and the first presentation of the Customer Relevance Index, we’re setting the tone for an insightful week. We’re looking forward to good conversations, new ideas and shared perspectives at OMR 2025. Who's going to join us?

Markteffect among the Top 3 Data & Insights Agencies in the Netherlands! 🏆 We’re proud to share that Markteffect, part of The Relevance Group since 2024, has been nominated for the title Data & Insights Agency of the Year 2025 by the Data & Insights Network – placing them among the Top 3 Data & Insights agencies in the Netherlands. This nomination reflects the progress Markteffect has made since 2020, when the team decided to rethink how research should work in a fast-changing, data-driven world. They’ve invested in technology, built a strong internal Tech Team, and focused on combining behavioural and self-reported data – always with a clear role for human interpretation and expertise. We’re also pleased to share that Demian van Gils is nominated for Data Professional of the Year 2025 – a strong individual recognition for his work in shaping new research methods at Markteffect. Since joining The Relevance Group, Markteffect has become an important part of our collective strength. With deep research expertise and a clear, hands-on approach to data, they help our clients truly understand their audiences and make better strategic decisions. We’re proud to have them in the group. We look forward to the final announcement on June 26. Until then, congratulations to the entire Markteffect team on this well-earned achievement! 🎉

#Hyperpersonalization isn’t new. But it’s finally achievable. To me, it represents the ultimate form of #relevance: Each person receives exactly what aligns with their expectations, needs, and context. And yet, it’s a concept that’s often misunderstood – or underestimated. It’s not about sending more. It’s about sending better. We saw this in action during a recent project in the telecom sector. No new products. No new pricing. Just a different mindset: using existing data to craft individualized offers that truly resonate. What happens when you replace a single generic message with 900 tailored offer variants, shaped by real usage patterns, preferences, and customer behavior? You don’t reach segments anymore. You reach people. That, to me, is the power of hyperpersonalization. And it’s exactly what we focus on at The Relevance Group: Not more noise – but better fit. 👉 I’ve shared more about this approach – and what others can take from it – in my blog post (link in the comments).

How do you currently measure #relevance in your marketing & communication? Reach, engagement, sentiment – there are many ways to evaluate performance. But when it comes to relevance, things get less clear. What metrics do you rely on to understand whether your message truly resonates – with the right people, at the right time? We’re exploring this question in depth right now – and we’d like to hear from you. 👉 What’s your current approach? How do you try to measure relevance right now? Feel free to elaborate in the comments. 📌 And if you're interested in where this journey is heading: We'll share first answers and a new approach for measuring relevance at our Relevance Summit on May 5 (event link in the comments).

⏳ Countdown – 4 weeks to go until our Relevance Summit 2025 📅 May 5 | Live in Hamburg In a world of information overload, fragmented channels and growing complexity, one question matters more than ever: How can communication stay relevant – to real people, in real time? At our Relevance Summit 2025, we explore how data and AI can help us move beyond assumptions – and create communication that truly meets customer needs. 🔍 What you’ll explore: ✅ Relevance in the age of AI How artificial intelligence enables better targeting, contextual understanding, and adaptive messaging – without losing the human perspective. ✅ Exclusive preview: Customer Relevance Index (CRI) Get an early look at our new KPI that will measure customer relevance precisely for the first time. ✅ Insights from experts in marketing, strategy, and AI What changes when decisions are no longer based on gut feeling – but on patterns we can measure, predict, and act on. ✅ Peer-level exchange Discuss with professionals shaping the future of communication and marketing – from brand leaders to data practitioners. Secure your spot today: https://lnkd.in/eWasB3Z5 Capacity is limited.

👋 Welcome to the team, Henri! We’re excited to welcome Henri Steckhan to The Relevance Group as our new Corporate Development / M&A Manager. Henri will support our team in strategic projects, M&A activities, and group-level growth initiatives. Great to have you on board, Henri! Wishing you a fantastic start! 🙌 #TeamRelevance