Data Driven Online Branding

How CM succeeds in branding KPI’s.

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About CM

With its 4,5 million members, CM (Christelijke Mutualiteit) is the largest health insurer in Belgium. Core values are solidarity, respect for each person and care for those most vulnerable.

The Goal

We were brought in to manage the digital part of CM’s omnichannel brand image campaign of 2015. Besides managing the entire operation, the challenge would be to provide them strong insights, such as the campaign’s impact on CM’s brand image.

Our Translation of The Goal

Going by its definition, brand image is a qualitative metric, which is generally measured by (often expensive) market research. Defining an accurate set of KPI’s to measure brand image is therefore truly challenging. CM actually has a third party to do research on its brand image every other year. Nonetheless, we wanted to come up with a complementary, cheaper and more reliable method to research CM’s brand image in real-time.


Thus, we chose a set of metrics that would give us a strong indication of the evolution of CM’s brand image and brand awareness. If these metrics would be on the rise, so would the brand awareness be.


Secondly, we wouldn’t be BossData if we hadn’t identified and installed a series of secondary goals, which would give us a good indication of the performance of each channel.

  • Find new ways to transform a qualitative KPI into quantitative data
  • Define a set of quantitative metrics for brand awareness
  • Define additional goals to manage campaigns based on data



"I will get a free lunch :). General happiness with the quality & follow up!"

Dennis Peeters, Manager at The House of Marketing

"Always there. Thinking along in terms of goals, logic, motivations, and budget"

Jorn Vanysacker, CMO at INTUO

"BossData is a very nice company to work with. Very accessible, friendly, attentive and intelligent. And yet open to discussion."

Layla Cuypers, Brand Manager Thomas More

"I would definitely recommend Bossdata. They have more than enough knowledge of online, specifically in analysing data. They keep you sharp and come up with good ideas about improvements. Very pragmatic and committed to the client goals. They keep a close eye on new developments within our market. Are clear and concrete in communication. And certainly most important, the people themselves are very pleasant and involved in cooperation and contact."

Carien Gorter, E-commerce Manager Kwantum

"Flexible and reliable data partner. Very loyal and able to work with digital agencies in a real partnership mode."

José Fernandez, - Managing Director DigitasLBi

"We have seen that the approach of Bossdata both on a campaign level but foremost on a business intelligence level is contributing to our success. They keep pushing us forward."

Owners, Direct Repair - Online Spares Specialist

"With BossData you know that results, transparency and communication will always prevail. Translating CM's vision into an ongoing strategy and operation is not something they sell, it's something they actually do."

Steven Hermans, Directeur Marketing & Communicatie at LCM (Christelijke Mutualiteit)

"Bossdata has thorough knowledge of strategy & technical aspects within digital marketing. Great team, highly committed."

Martijn Bovee, Marketing Manager Autotrack - Member of De Persgroep

"The first meeting with Bossdata was enlightening. I’ve spoking with many other ‘online-marketing-agencies’. The guys at Bossdata started with a police-like interrogation : who are you, what do you want, how are you going to get it,… . Honestly, it freaked me out, what did this guys want from me? Then it struck to me: understanding who we are, what our goals were was their blueprint. They analyse every possible solution to achieve my goal. Until today they still bother me weekly with new ideas and results. I’m getting a little bit tired of them, but I’ll survive!"

Louis Balleger, Owner & CEO of Easylife

Metrics we Measure

Direct Traffic

An increase in direct and organic traffic would implicate an increase in brand awareness

Customer Loyalty

A percentual increase in first time visitors in proportion to loyal visitors during and after the campaign would implicate an increase in brand awareness

Want to know the other metrics?

We have more metrics and information at your disposal. Let's have a coffee together and we'll tell everything about it.

From Goal To Action

We went all out – search, display, video, remarketing, and social, around CM’s main themes. Based on the goals we defined, we were able to steer the campaigns in the right direction, allowing for optimal budget allocation.


Thanks to our advanced reporting, we could deliver a clear overview of each channel at every given moment. This meant that some channels – based on their individual performance – got the axe halfway through the campaign, while others got more budget.


One hurdle regarding this campaign is the fact that we couldn’t compare the evolution of branded search traffic in time, given the way the paid search was structured before we came in. But then again, we wouldn’t be BossData if we didn’t want to go that extra mile. We structured the campaign properly and we will be able to compare these results in the near future. This will give us an even better insight in the way CM’s brand image evolves. Not only towards and during the second wave of the campaign in November 2015, but also after that.

  • Launch search, display, remarketing, and social campaigns
  • Discover the most optimal budget allocation
  • Steer campaigns based on our advanced reporting tool
  • Structure campaigns to allow analysis of trends

Increase in direct traffic


New visitors


Increase in visitor loyalty


Huge absolute numbers


Beside a significant amount of value created by goal conversions, we measured a shift in visitor behavior on the website. We actually saw an increase in direct traffic, plus a relative increase in the group of visitors who visited more than once a month during and after the first campaign wave.


We can conclude that we have created a complementary, cheaper and reliable way to do research on CM’s brand image – as we were able to collect data of 532 times more people that were surveyed by the third party, and could gain insights on the go while the campaigns were still running.

What’s Next?

In the next wave, we’ll be able to look at a trend in the volume of searches with the brand name in it. This will form an important indication of the actual performance of the brand campaign.


Another step would be to implement Google’s Brand Lift. This is a brand new tool developed by Google to measure the actual impact of your campaign on brand awareness, ad recall and brand interest.


At last we would like to stress out that our brand image KPIs and the market research are rather complementary, at least for now. Carrying out both for the next period of time allows us to evaluate our method, and compare findings and conclusions.


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