Partner spotlight Global Topology

Snoobi Technology works closely together with its many partners. Snoobi Analytics and the Snoobi team have the product and the technical domain knowledge, combined with many years of experience. Our partners add specific expertise in how web analytics and e-commerce analytics can be best implemented and used by our combined clients.

One of the important partners in this field is Geddy van Elburg, founder and owner of Ionmoon B.V. and Global Topology B.V. With Geddy’s background and expertise she assists many clients in applying analytics according to the requirements of GDPR and other privacy aspects. Instead of doing a lengthy interview, we decided to let Mrs. van Elburg speak for herself, so below you will find her personal introduction.

Let me introduce myself:
My name is Geddy van Elburg. I live in the Netherlands, where I founded my own company called Ionmoon in 2008. I have been working in the internet for 22 years after a career as a textile artist. Recently I decided to start my second company called Global Topology, which will be dedicated towards consultancy on cultural differences, export and doing international business.
Primarily I worked at an agency where I was the first  search engine specialist (SEO) and as Google Ads came along I had to master that as well. I learned a lot, worked a lot, but I wanted to start my own company and decide with route I wanted to go: Diving into analytics.

I studied web analytics at the UBC and UCI and I got my DAA certification in 2010.
I also became a Guest lecturer at Saxion University, wrote a course on SEA at the LOI (Dutch institute for distance learning) and was a co-reader/moderator for the courses on SEO and Web analytics.

In my work I combine persona’s, human behavior with online behavior to enhance conversion rates. Ionmoon works for large companies with in-company web analysts  (I do strategic consultancy), but also for medium and small companies. This can be a governmental organization, webshop, international (exporting) business or sometimes a startup. We cover mainly B2B, but also work with some  B2C clients. Companies from other countries who want to target the Dutch market are the cherries on our cake.

Privacy
Since analytics came along I was concerned about the privacy issues, which are involved with online. I dived into the combination  of legal, technical and human behavior. During the introduction of the GPDR I consulted a great number of businesses and organizations, besides the legal team. How can you still analyze behavior to improve your communication and your website, app, etc.  without intruding on privacy for a visitor?

I strongly believe in privacy in design. This comes with a strong strategy and a solid measurement plan. Thinking before implementing. Always asking the question: Why?

International Cultural Styles
I am fascinated by human behavior, especially online, and working quite a lot with international websites (Netherlands is an exporting country). I learned many things about differences between human behavior in different countries. And more important: asking even more and more questions.
This is where my new story starts. After some analysis, further research and more study I got amazing insights on different national cultures, B2B negotiation styles and the way people interact with your site, your content etc.. At this moment I’m writing a book /or paper on this topic and I hope to tell you some interesting stories about how people in a global world still act locally.

For contact, you’ll find me on LinkedIn or just drop me an email at: geddy@globaltopology.com

During presentations and consultancy sessions I take organisations along the route of different negotiation styles and the effect on how people are doing business according to their national culture. As doing business starts with trust, you can’t start soon enough to build trust and respect in your relationship.
One way or the other is not good or bad, it is just a different route towards the same goal: doing business.
But in every adventure there is danger. Danger of miscommunication, danger of losing trust. How are you going to find out where you lose your leads? This starts with another segmentation in analytics.