Edwin Kooge (1968) is a pragmatic data-analyst, a result focused consultant and entrepreneur with more than 25 years of (hands-on) experience in analytics. During these 25 years he has seen developing his working field close by from direct marketing into database marketing, later CRM and Customer Value Management and now finally into Big Data Analytics.
After his studies Business and Macro Economics at the University of Groningen, in 1991 he started his professional career at Geo-Marktprofiel (nowadays called EDM), a Dutch provider of household and ZIP code data.At database marketing pioneer Beute Pereira Van der Kooij, he and Natasha met and they have been working closely together ever since. Together they became member of the management team before their switch to VODW Marketing in 2000.
During his career Edwin has been a teacher and lecturer on database analysis continuously for several organizations. At the moment he is, together with Peter Verhoef, one the founders and key lecturers of the current masterclass ‘Customer Strategies’ at AOG School of Management.
At VODW he combined database analytics with marketing consultancy in order to realize fact-based marketing for several Dutch blue chip companies. When co-founding the consultancy firm MIcompany (where MI stands for Marketing Intelligence), he focused on more strategic impact with analytics for large Dutch companies, with large customer databases, focusing on the Finance and Telco industry.
After founding MetrixLab Big Data Analytics together with Natasha mid 2014, they broadened their scope to applying analytics for customer, brand and market themes for clients in FMCG as well as in contractual setting (like telcos) within the international client network of the Macromill Group.
Nowadays Kooge and Walk are partners in their own firm WK analytics.