Hi, we are


Our software makes your audience happier

We interpret consumer touchpoints

We create consumer profiles

We put you in control of your consumers' journeys


Because your audience expect a vastly different user experience with you today than they did over the past decades, being in touch with your audience and knowing what drives them is essential for any business.

We are a small and innovative startup consisting out of a handful extremely bright people. Add to that our ability to see the bigger picture and you have the winning combination that is UnderstandLing. Our tool CEMistry combines many expertises into a single solution and is something that many large organization have pursued creating in the past, failing in their attempts.

We believe that no one knows your business better than you. It is our philosophy to provide you with the right tools and solutions to create your own insights and help you interpret them. Instead of providing yet another silo-solution that only polludes your landscape, we bring you an integrated and real-time solution that puts your audience central.


Big Data Engineer
Big Data Engineer

As a big data developer, you will be working on CEMistry and implementations thereof with our clients. You will be working mostly from home, with daily updates with your colleague developers and weekly updates with the entire team. You will work on challenging problems ranging from scalability in the billions of records to application of sophisticated machine learning algorithms.

Your Profile

  • [MUST] Speak Java(-oriented languages) like a boss
  • [MUST] Familiarity with big data tools
  • [MUST] You live in the Netherlands
  • [MUST] Experience with bootstrap, HTML5, CSS and Javscript
  • [NICE] Proven experience with MongoDB
  • [NICE] You know what we mean by regression, decision trees, SVM, NB
  • [NICE] You know Akka is the best thing since sliced bread
  • [NICE] When someone asks you to play a game, you think of Play!
  • [NICE] Experience with software like nginx, docker, travis
  • [SUPERB] Deep Learning has no secrets for you
  • [SUPERB] You are in love with Scala
  • [SUPERB] Seen and tried Tuktu (and hence of course love it!)


With our tool CEMistry, we provide an integrated and real-time tool that collects and interprets your audience's touchpoints and behavior. Doing so, it is able to create increasingly enriched profiles of who your audience is and what drives them.

CEMistry assigns any touchpoint to one of four domains: web, mobile, text or CRM. For each domain, the touchpoint is analyzed differently. Textual touchpoints such as e-mail, social media, blog posts and transcribed customer center calls for example, are enriched using natural language processing such as emotion analysis, topic detection and summarization.

Behind each touchpoint is an actual person, your audience. CEMistry also uses the touchpoint to learn about this audience. Every touchpoint on its own will give CEMistry information on who the consumer is and adding touchpoints up over time increases CEMistry's completeness and accuracy on each consumer's profile.



Every webpage, portal and event is captured. Customer journey brought to life and profile enriched based on shown content and behavior.


Both mobile web and native apps are analyzed. Touchpoints generated by app usage is analyzed and used for profile enrichment.


Any human-written textual source can be analyzed. Emotion analysis and author profiling help create psychological consumer profiles.


Any structured data source residing in your organization can bring CEMistry to your own domain - for example CRM, transactions and financial data.


CEMistry enriches touchpoints and profiles on the fly, without any delays. Realtime alerts and KPIs help you increase value to your audience.


CEMistry offers readily available dashboards and insights. Its main strength though is that you can create your own in a simple and user-friendly way.


CEMistry is a Consumer Experience Management solution that creates a fundamental starting point from which any consumer-centric process can be facilitated. As such, it shares similarities with numerous popular tools currently available that each offer a silo solution. The diagram below depicts how CEMistry relates to each of these tools.

All of the mentioned tools focus on one or at most two of the areas CEMistry focuses on. This results in rigid silo solutions that do not integrate well with others. CEMistry instead focuses on integrating any form of data and combine it into a single consumer experience management solution.

While CEMistry will be able to cover 95% or maybe even 99% of each of these tools individually, it's primary application is not to compete with these tools since it tackles a whole different challenge. If you are looking for a best of breed web analytics or text analytics solution, CEMistry will most likely not be your first choice, even though it has most of the desired features. If, however, you are looking for a more strategic and versatile solution that fundamentally answers questions across the entire consumer experience, CEMistry is the only tool that can help you.

Replacing one of the mentioned tools with CEMistry is perfectly feasible as long as the 95% overlap is sufficient for you - which in many cases, it is. Alternatively though, since CEMistry is designed not to be a silo solution, it integrates seamlessly with all of the mentioned tools, using them as sources for further analysis.

CEMistry landscape




The advertised cases above show only a limited amount of cases that UnderstandLing has done since these are ones that are publicly available. Contact us to request a case that fits your domain.


CEMistry's main application is to profile your audience and the touchpoints they generate. Being an application on its own, this fundamental layer allows for any audience-centric application on top of it that will benefit from it. We realize it may be difficult to fully understand the potential of what CEMistry can mean to you. Read about some ideas on what you can do with CEMistry or contact us for more information.

There is a plethora of software tools that collects user-generated data, sometimes even without you knowing so. Iconic for all these tools is that they operate in isolation and are difficult to integrate with each other. Although many of such tools claim to provide you with a 360 consumer view, none are as accurate, efficient and easy to use as CEMistry.

Many programs that benefit your consumer benefit from an as broad and correct as possible consumer profile. Not just for segments of your consumers, but on an individual level. Only then can you be relevant for all of your consumers. We call this profiling.

Being able to identify all aspects of your consumers in real-time, is hence one of the biggest fundaments that consumer experience management is built upon. Directly knowing what your interactions you and your audience have had – across all possible channels – will be crucial in your success in a data-driven and consumer-centric world.

CEMistry allows you to access all consumer profiles and interactions in a single environment for day to day operations. Its analytical capabilities allow you keep a close eye on trends and insights relevant for your consumer strategy.

Acquiring a new customer is 15 times more expensive than retaining an existing one. Surprisingly, most companies spend more on customer acquisition than on retention though. While customer experience management also includes acquisition, the existing customer should not be overlooked. After all, they are just as valuable – if not more – than new customers.

Motivators keeping your customers with your organization are key to get into sight. This holds even more so if you can also find the (de-)motivators of your competitors’ customers! Such a helicopter view on the market allows you position yourself and gets you to know why your customers choose you, all in a quantifiable way.

Using focused KPIs and targets, your organization can climb to the top in those areas in which you are strongest within your sector. Similarly, you will be able to overcome and improve on your weaker spots. Finally, you will be able to tap into all new opportunities and give answers to questions you never knew existed.

On the flipside of customer retention is customer acquisition, also known as buyer intent. Using the advanced psychological models that CEMistry offers, it becomes easy to identify customers that you can cross-sell or upsell to as well as identify potential lead custuomers that currently you can acquire.

Of course you want to acquire new customers with as little effort as possible, starting with leads or customers that are most easily persuaded to cross- or up-sell to or to acquire. With CEMistry, you will be able to pinpoint these opportunities and focus your energy on the quickest gains.

Who would not want to know what their audience is thinking? The demands of your audience differ per individual person. Predicting the next-best-action (NBA) allows you to respond to your audience in a timely manner, keeping everyone satisfied.

Map out which consumers are dissatisfied and learn why. Help them.
Map out which consumers are happy and why. Leverage these ambassadors.
Never forget your biggest group of mostly passive consumers. They are your organization’s beating heart. Cherish them, making sure they can grow to become ambassadors and prevent them from turning dissatisfied.

With tailored communication towards every individual consumer – based on accurate information – you can do exactly this; always perform the next-best-action.

The idea of CEMistry was born with the ultimate application area of a customer care center in mind. Imagine having a customer with a specific need that is (relatively) urgent. This customer will use your website to service him. If this does not yield satisfactory results - something that more often than not is the case - the customer will try other media such as your mobile app or resort to your customer care team on social media.

Awaiting reply from your end, by now the customer is frustrated and impatient and will pick up the phone as a last resort to call your customer care department. As soon as the customer identifies himself, CEMistry will be able to exactly show you what path this customer has followed and - using the Next-Best-Action application described - even recommend you what this customer is looking for.

Of course, when a customer has to pick up the phone to call your customer care department, you are already too late. This is why CEMistry focuses so heavily on realtime application. CEmistry can help your customer before the urge to call you arises, avoiding frustration as a whole.


UnderstandLing B.V.
Schoorveken 32
5121NL, Rijen
the Netherlands