How Van Tilburg reviews 16 style segments in about two hours a week

Van Tilburg Mode works with more than 800 brands and 16 style segments. Looking at overall email results was not enough to decide which brands deserved a place in each segment's campaigns. But getting to that level of detail took time: CRM marketer Joris van den Acker had to bring Copernica and Google Analytics figures together in Excel for each analysis.

Van Tilburg Mode

Fashion retail

Joris van den Acker

CRM Marketer, Van Tilburg Mode

According to Van Tilburg, that work took about 16 hours a week. Much of it was preparation, before the team could investigate what the numbers meant.

The question behind the report

Which brands are actually gaining traction within each style segment? A strong result in one segment can disappear inside the total. Without a reliable way to compare segments and look back over time, campaign planning leans heavily on familiar brands and experience.

Van Tilburg connected Copernica and Google Analytics to SEINō, then built views the team could return to each week. All 16 style segments are now part of that review, including campaign performance, customer response and how segments develop over time. Historical results stay available for comparison instead of living in separate spreadsheets.

Weekly analysis, every style segment: ~16 h / week → ~2 h / week

A result worth a closer look

In one segment, the team noticed a smaller, existing brand appearing unusually often in the data. It was not an obvious choice from the overall figures. Van Tilburg chose to give the brand more prominence in a newsletter for that segment. The customer reports that this became the segment’s best-performing newsletter of the season.

That is the important distinction: SEINō made the pattern easier to see. Van Tilburg interpreted it and made the campaign decision.

The team also found that an email in its birthday automation sometimes failed to send for several days. At the aggregate level, the interruption had been easy to miss. More regular, detailed review meant the team could spot this kind of issue sooner.

What changed in the working week

Van Tilburg reports that weekly analysis now takes approximately two hours instead of sixteen, while every style segment is reviewed. The team has more time to investigate performance and develop its CRM program, not just assemble the report.

The result is not simply a faster dashboard. It is a different review habit: compare the relevant segments, question what the totals conceal, and use that evidence when choosing what to feature or fix.

Questions to take into your next CRM review

Which segments move differently from the overall result?
Are smaller brands or campaign types performing unusually well for a particular audience?
Which always-on emails could stop sending for days without changing the headline total enough to be noticed?

These are questions to investigate with your own data, not a claim that another team will see the same results.

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