Noordwijk Marketing: AI-powered digital analytics platform
Building an AI solution to show data in a way that drives decisions.
Photo: Dirk van EgmondBuilding an AI solution to show data in a way that drives decisions.
Photo: Dirk van EgmondOverview
Noordwijk Marketing is the destination marketing organisation for one of the Netherlands' busiest coastal towns. Their website, noordwijk.info, is the front door for tourists, business travellers, local businesses, events and campaigns. Plenty of data, not enough time to dig into the insights that mattered.
The AI-powered digital analytics platform was built to pull several data sources into a single place and leverage AI to turn signals into action, so marketeers at Noordwijk Marketing could focus on what matters and provide the municipality and local entrepreneurs better advice.
This AI pilot took just one week to build, and weeks to test, learn, and iterate. Now it's part of the new, data-driven way of working at Noordwijk Marketing. Reporting that used to take days now takes minutes. Local partners get their own dashboards. Marketeers get proactive recommendations from a system that has read their website, their data, the local weather forecast, and events calendar before suggesting any action.
Read further about what we've improved together, and how.
The situation
Noordwijk Marketing was doing what most marketing teams do: running GA4 (formerly Google Analytics), layering Looker Studio on top, and pulling reports on request. The problem wasn't the absence of data — it was lack of time and structure around the data. Reports were made on demand, but finding the relevant insights took significant manual effort, leaving less time to act on them structurally or share them across the team.
01
Pulling numbers, formatting them, and customising reports per stakeholders were a burden. Team at Noordwijk Marketing wanted to shift from mere reporting to building context around the numbers and integrating AI as their "second pair of eyes" partner.
02
Getting data in front of local businesses required lots of back-and-forth before and after every meeting. With automated partner reports, the conversation now shifts from "what does it deliver?" to "what do we do next?".
03
Reacting to problems on the site depended on whoever happened to be looking. Broken traffic patterns, dropping pages, campaigns sending visitors to the wrong place — these got caught late, due to absense of proper notification system.
How we worked
The working pattern with Noordwijk Marketing was simple: ship something real, put it in front of the team, watch them use it, fix what's wrong, add what's missing. No long roadmap meetings. No mockup rounds. Just incremental, working software, with the client in the loop on every iteration.
The platform you see today is the result of dozens of small cycles, not one big delivery.
What the platform does
Launchpads AI built an AI solution that did the analyst work — in plain language — so the marketing team could spend their time on the work only they could do. In 5 days, the first version was in production.
Gemini reads the underlying data and writes recommendations split across five domains: strategic overview, social media, newsletter, SEO and UX, and campaigns. Splitting the work this way is both a UX decision and a cost decision — it keeps token usage predictable.
Wins
What's next
The platform is live, more time is spent on data-driven decisions, and the team now uses it to find answers rather than acting on gut feeling.
But things can always be better. More data sources to connect, more context, more DMOs for cross-referencing and faster knowledge-sharing. One single point of truth with agentic capabilities for other destination marketing organisations and municipalities who are trying to understand what's happening at their own destinations.
That's the direction being explored next — and Noordwijk Marketing is a fantastic partner to work on it together and explore what AI can further improve on the analytics side of things.
This is how we turn data challenges into opportunities and build a smart, data-driven future for the tourism and hospitality sector together.
Contact
If your organisation is sitting on data it can't act on — if the analyst work is happening, or not happening, in spreadsheets and dashboards no one has time to read — that's the work I do.
I take on a small number of build engagements at a time. The best first conversations are with people who already know roughly what they want to change. Send me what you're thinking. Within a week, I'll tell you whether I'm the right fit and how I'd approach it.
