After experiencing the retail market through jobs in the shoe-industry and building up and managing my own book-store I can conclude providing customer value is very important. Data analytics is very useful in the sense that it helps companies to optimize the delivery of relevant value to their customers.During my study International Business Administration I established a book-store in 2012 to enrich my skills and knowledge about the retail market. After achieving my Bachelor-degree at the University of Twente I started a Master in Marketing Management at Rotterdam School of Management to obtain more expertise in sales and marketing. In my master program I focused on analytical and numerical skills by following the courses 'Consumer Marketing Research'​, 'Marketing Strategy Research'​ and 'Marketing Analytics' and by writing the master thesis about the interdisciplinairy field of Finance and Marketing. I finished the master program with an 8.3 as the average grade.After my two studies I further enriched my analytical skills by attending the Masterclass Marketing Data Analytics at CMotions.In my current job at ING I'm further developing my skills in database marketing, AB testing, programmatical marketing in an agile way of working. I work for Business Banking on topics like digitalization and KYC.