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Friends of search BE > More with less: how to steer towards true business value in today’s evolving landscape
International speakersPrestigious award showThe latest insightsAnniversary edition in the Netherlands

More with less: how to steer towards true business value in today’s evolving landscape

Maxime Heutz

15:40 - 16:10

Over the past years PPC shifted towards automation, and impact is determined increasingly by the quality of data you feed the algorithms. At the same time data quality is affected by challenges such as ITP/ETP and privacy, leading to increased modeling. How do you deliver optimal PPC results in this new reality? What trade-offs should you make for your measurement setup?

Maxime Heutz

Omnichannel LeadGoogle Northern Europe

Maxime joined Google in August 2012, where he started working with a wide variety of SMB’s. He then has been managing the largest Belgian customers within the Travel & Retail industry for a couple of years before transitioning to a Measurement & Attribution Lead role for Google in Belgium. Today he is working as Omnichannel Lead and he partners with leading retailers from Benelux & Nordics. Maxime has been investing a lot of his time in education initiatives. He holds a Master in Business Engineering from HEC Liège. Prior to Google, he worked at Microsoft and was managing director of a marketing consultancy company, HEC Consulting. Outside of work, he is a (marathon) runner, sports freak and fine gourmet. He is co-founder of Made & More, a Belgian sustainable fashion label.

Unfortunately, we have decided not to organize a Belgian edition of Friends of Search in 2025. The 12th edition of Friends of Search we are organising in the Netherlands. Belgian visitors are of course more than welcome. Join us on March 23, 2025, in de Kromhouthal in Amsterdam.

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