RMG immediately saw the possibilities of introducing Trensition’s innovative technology in various departments. “In the initial phase, our innovation, strategic sales and research teams use Trendtracker. There are multiple benefits for my team [innovation]. Before using Trendtracker, the entire trendwatching process was done manually by attending conferences, reading reports, etc. An unmeasurable amount of input which is impossible to process. Trendtracker is perfect for channelling and interpreting the overload of information. Plus, we use the platform to determine whether what we see and hear is accurate. We may overestimate certain trends at times. And the opposite may be true as well. You cannot keep an eye on everything at the same time. There is a real risk of missing or underestimating something. Trendtracker helps us detect, objectify and prioritise trends in a mind-blowingly high-performant way. The fact that we are unlikely to miss something gives us confidence and peace of mind.”

The approach over at sales is different than at RMG’s innovation and research teams. Currently, Trendtracker also serves as a huge source of information for RMG’s national sales teams. RMG’s sales team has to act as an expert and a sounding board for advertisers in specific sectors. “If someone in our sales team enters into a conversation with a car manufacturer, for example, they can make a difference by pointing out certain trends that will be impacting this industry. Trendtracker gives us a serious head start. It allows us to identify trends before they surface. Plus, we get an estimate of when such trends will peak and how much impact they will have; information that the advertiser is often unaware of. The added value could not be any clearer”, according to RMG. “Best practices are shared internally and we see many opportunities to implement Trendtracker into our organisation more broadly. Our regional sales divisions, for example, expressed their interest in using Trendtracker locally.”

Erwin does not mince words when it comes to Trendtracker’s special character: “Trendtracker is the first to even come close to fulfilling our needs. First and foremost, with the flexibility to add data sources depending on our specific situation. In addition, we can add regional accents to get insights that are truly tailored to our needs. On top of the fact that Trendtracker allows us to spot important trends it also maps the start-up landscape. Consider it a database of all relevant start-ups. Something like that simply does not yet exist in Europe despite its tremendous value. Start-ups often play a considerable role in the development of concrete solutions based on certain trend insights. And the way in which everything fits together, from analysis, dashboarding with various metrics that force you to face the facts all the way to advice about the necessary strategic actions makes Trendtracker highly complete and efficient to use. Thanks to its intuitive nature, our people find it easy to adopt. I have certainly become an ambassador, both internally and externally.”

Both parties are convinced of the role that STADIEM played in forging their collaboration. It is a key factor in this success story. “We received financial support as well as access to a gigantic media network. And we were able to participate in several initiatives that support us in our ambitions to make a difference in the media landscape”, Defour says with conviction.

RMG, in turn, speak very highly of the way in which STADIEM guided the project and ensured concrete progress. “Thanks to the different phases and deadlines, we were able to make great strides. Add to that the fact that Trensition truly listened, understood our needs as a media player and interpreted and translated them into a concrete solution, and you now understand why I am so enthusiastic. Trensition knows the difficulties and needs of strategy and innovation executives and how to provide these stakeholders with the data insights they need to make better strategic decisions”, Danis concludes.