{"id":15416,"date":"2018-02-22T11:00:57","date_gmt":"2018-02-22T10:00:57","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=15416"},"modified":"2018-02-22T11:06:49","modified_gmt":"2018-02-22T10:06:49","slug":"airbnbmag-big-data-a-love-affair","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/airbnbmag-big-data-a-love-affair\/","title":{"rendered":"Airbnbmag &#038; big data: a love affair"},"content":{"rendered":"<p><strong>Wat hebben vleesthermometers en magazines met elkaar gemeen? Je wil ze allebei kunnen voelen voor je ze aankoopt. Sam De Win, creatief directeur van Prophets, over hoe magazines inspiratie kunnen vinden bij Uber en Airbnb.<\/strong><\/p>\n<p>Is digital all\u00e9\u00e9n voldoende voor een digitaal merk? Je zou denken van niet als je een beetje rond je kijkt. Amazon experimenteert met fysieke winkels en Coolblue opende net z\u2019n derde winkel in Belgi\u00eb. Mij lijkt het alleszins een logische zet. Ik hou namelijk graag iets vast vooraleer ik iets koop. Vandaar ook dat ik nog steeds een maandloon per jaar investeer in \u00e9chte CD\u2019s of vinyls.<\/p>\n<p>Maar het draait uiteraard niet enkel om het feit dat je graag eens die stijltang of vleesthermometer van dichtbij wil zien. Het draait ook om service en al zeker om advies. Een woordje uitleg over die vleesthermometer kan namelijk wonderen doen. Al was het alleen al maar opdat je geen gebruiksaanwijzingen moet opsnorren of tutorials moet instuderen vanop YouTube. Het \u00e9chte leven speelt zich tot nader order nog steeds offline af, is het niet?<\/p>\n<p><strong>Data bepalen artikels<\/strong><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/Airbnbmag1.jpg\"><img decoding=\"async\" class=\"wp-image-15405 alignleft\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/Airbnbmag1-225x300.jpg\" alt=\"Airbnb Magazine\" width=\"137\" height=\"183\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/Airbnbmag1-225x300.jpg 225w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/Airbnbmag1-295x393.jpg 295w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/Airbnbmag1.jpg 384w\" sizes=\"(max-width: 137px) 100vw, 137px\" \/><\/a>Niet enkel in de retail zie je voorbeelden. Ook twee andere digitale giganten gingen al de fysieke toer op en kozen voor die fysieke connectie voor een magazine: Uber met z\u2019n Momentum magazine en AirBnb met airbnbmag.<\/p>\n<p>Vooral airbnbmag is interessant. Dat maakt namelijk gebruik van de data van het reisplatform om te bepalen welke artikels, reisbestemmingen\u2026 in het volgende nummer opgenomen zullen worden. Hoe meer volk op AirBnb op zoek gaat naar bijvoorbeeld logeren in Havana, hoe groter de kans dat er een artikel over Havana zal verschijnen.<\/p>\n<p>Clever vind ik dat. Zo krijgt de doelgroep exact wat ze verlangt. Redacties kennen hun lezers als de beste, maar even gaan kijken wat big data kunnen opleveren, zou nog meer diepte en relevantie kunnen opleveren. Misschien kan je zo zelfs een volledig nieuw magazine uit de grond stampen om in te spelen op bepaalde onderwerpen\u2026 Misschien eenmalige uitgaven, die helemaal \u2018dans l\u2019air du temps\u2019 zijn\u2026 Even piepen bij digitale merken kan ook magazines wel wat opleveren.<\/p>\n<p>En als u me nu wil excuseren want die vleesthermometer moet dringend in dat gebraad gepriemd worden.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/FotoSam.jpg\"><img decoding=\"async\" class=\"wp-image-15404 alignleft\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/FotoSam-220x300.jpg\" alt=\"Sam De Win\" width=\"137\" height=\"187\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/FotoSam-220x300.jpg 220w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/02\/FotoSam.jpg 468w\" sizes=\"(max-width: 137px) 100vw, 137px\" \/><\/a><em>Sam De Win &#8211; Creatief directeur bij Prophets<\/em><\/p>\n<p><em>Jury van de StuMPA<\/em><\/p>\n<p><span style=\"text-decoration: underline;\">Zin om meer artikels van Sam te lezen?<\/span><\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/de-column-van-sam-de-win\/\" target=\"_blank\">Awards season is open<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/de-column-van-sam-de-win-relevantie-en-engagement-quoi\/\" target=\"_blank\">Relevantie en engagement, quoi<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline;\">Zin in meer?<\/span><\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/waarom-lanceren-succesvolle-online-spelers-print-magazines\/\" target=\"_blank\">Waarom lanceren succesvolle online spelers print magazines?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/waarom-taylor-swift-een-eigen-magazine-maakt\/\" target=\"_blank\">Waarom Taylor Swift een eigen magazine maakt?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/trend-print-de-nieuwe-luxe\/\" target=\"_blank\">Trend: print, de nieuwe luxe<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/new-printed-electronics\/\" target=\"_blank\">New! Printed electronics<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Wat hebben vleesthermometers en magazines met elkaar gemeen? Je wil ze allebei kunnen voelen voor je ze aankoopt. Sam De Win, creatief directeur van Prophets, over hoe magazines inspiratie kunnen vinden bij Uber en Airbnb. Is digital all\u00e9\u00e9n voldoende voor een digitaal merk? Je zou denken van niet als je&#8230;<\/p>\n","protected":false},"author":3,"featured_media":11373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"class_list":["post-15416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Airbnbmag &amp; big data: a love affair - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Airbnbmag &amp; big data: Dat maakt gebruik van de data van het reisplatform om de artikels, reisbestemmingen\u2026 van het volgende nummer te bepalen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/airbnbmag-big-data-a-love-affair\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Airbnbmag &amp; 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