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eMetrics Marketing Optimization Summit
London, 20-21 May, 2008

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Complete Agenda | Schedule at a Glance | Speakers

Wolfgang Allisat, Vice President of Sales, EMEA, Omniture permalink ]

Wolfgang AllisatWolfgang Allisat joined Omniture in January 2004 to start Omniture's European operations and is now heading up Sales for Europe, Middle East and Africa.

For the last nine years Allisat has been involved in the Webanalytics Industry working for companies such as digiMine (now Revenue Sciences) and Visual Sciences (now Omniture). Prior to that Allisat was Sales Manager, EMEA at Lucent Technologies, a Senior Management Consultant at Andersen Consulting (now Accenture) and a Paratrooper Officer.

A frequent speaker at industry conferences, Allisat holds an MBA from the University of Saarland, Germany.

Vendor Line up

Martin Aylward, Head of Acquisition, EDF Energy permalink ]

Martin AylwardMartin Aylward is Head of Acquisition at EDF Energy where alongside his responsibility for delivering sales targets through a combination of online and offline channels, he has P&L responsibility for new customers. Previous to working at EDF Energy, Martin was at MORE TH>N since its inception, where he had a lead role in the creation of morethan.com and the marketing of the site. He subsequently became Marketing Planning Manager and was a key player in making MORE TH>N one of the fastest growing financial services companies in the UK. Martin is a member of the IDM’s Data Council and speaks regularly on online and integrated marketing.

KEYNOTE C: Driving value through multi channel campaign optimisation and applied analytical insight

Miles Bennett, Web Analytics Professional, milesBENNETT permalink ]

Miles BennettMiles is a web analytics professional (and an eMetrics veteran, speaking at London 2007) who has worked with the biggest names in UK retail financial services in helping them realize their potential from both their online and offline data, building internet strategy and delivering return on investment. His clients include the Barclaycard, Barclays Bank, Royal Bank of Scotland Group, Abbey and more. He sits on the Web Analytics Association’s International Committee where he is responsible for bringing brand awareness, adding member value and is currently recruiting for regional managers. He has also worked with eConsultancy on Digital Cream and some of their roundtables.

He is a keen squash player (if you can believe it) and enjoys good red wine, cooking, photography and traveling. He is currently drafting his first book.

Moderation: Track A: Introduction to Optimisation, Tuesday, 20th May

Kevin Bobowski, VP of Client Services, Stratigent permalink ]

Kevin Bobowski is the VP of Client Services at Stratigent responsible for the success of the company's professional services strategy, operations and the delivery of service engagements that help organizations leverage web analytics data to improve business decisions and online marketing performance. Before joining Stratigent, Mr. Bobowski was a Product Marketing Manager with WebTrends responsible for developing go-to-market strategies for WebTrends solutions and services, with a focus on developing analytics best practices and training programs for WebTrends enterprise customers. Prior to WebTrends, Mr. Bobowski built the web analytics consulting practice at Aquilent and led web analytics reporting at the USPS.com where he implemented programs to drive user adoption of web analytics data. Mr. Bobowski also worked with the Strategy Consulting Group of Commerce One where he developed user workshops for Fortune 500 companies using Commerce One's software solutions. He was also a member of the Corporate Finance Group at PricewaterhouseCoopers where he performed financial analysis and valuations of underperforming companies. Mr. Bobowski earned his MBA from Wake Forest University, Babcock Graduate School of Management and his BA in Accounting from Michigan State University.

Vendor Line up

Matt Bragg, European Solutions Consulting Team, Coremetrics permalink ]

Matt BraggMatthew Bragg currently heads up the European Solutions Consulting Team for Coremetrics. He has a deep background in marketing and analytic related technologies having worked previously at Harte Hanks and Autonomy, and has a total of 15 years experience in the IT world. He is a member of SEMPO and the Social Networking Analytics Committee of the WAA.

Vendor Line up

Julian Brewer, Head of Online Sales & Content Digital Banking, BARCLAYS BANK Plc permalink ]

Julian Brewer born in Sevenoaks/UK in 1963. The first 10 years of his career was within Advertising Agencies where he worked on a various clients including Intel and Hewlett Packard across Europe. He joined Royal and SunAlliance insurance in 1993 where he was responsible for strategy and planning. He moved to Barclays in 1998 and now Heads up Online Marketing & Content for the bank. He lectures for the IDM on the Diploma in Digital Marketing and is a founding member of the IDM/IAB Digital Council in the UK. Recently, he graduated in 2005 with an MBA (distinction) from Greenwich University with a dissertation on process linkage to CRM data/IT Systems.


Vicky Brock, Co-Founder, Highland Business Research permalink ]

Vicky BrockVicky’s Highland Business Research is an intelligence and research agency. Vicky is involved in analytics and research for the public and tourism sectors with clients such as the UK Government, HP, MSN, VisitScotland and Scotland’s Government. She is Co-Chair of the WAA International Committee and a contributor to the UBC Analytics Course.

WAA Base Camp: Introduction to Web Analytics
Moderation: Track C: Outside the Web Analytics Box, Wednesday, 21th May

Lee Bryant, Managing Director, Headshift permalink ]

Lee BryantLee Bryant has been playing with words and computers since the age of ten. In 1996, he co-founded one of the first successful online agencies to focus on building online knowledge communities, and in 2002, Lee and his team founded a new company, Headshift, to focus on the emerging area of social tools for business. Since then, he has become a leading writer and practitioner in the field of augmented online social interaction, and Headshift is now at the forefront of the enterprise social software sector, working with top ten law firms, professional services bodies, corporates, government and public sector agencies. He is also on the Board of a new charity called Involve that researches new forms of public participation.

Measuring Social Media

Dave Chaffey, Director Marketing, Marketing Insights Ltd permalink ]

Dave ChaffeyDave is a specialist Internet marketing trainer and consultant. He is also a prolific author and blogger.

As a digital marketing consultant, he specialises in helping companies optimise their E-communications including digital marketing strategy, search engine marketing, e-mail marketing, and web analytics.

A veteran in best practices for Internet marketing, he has run training courses on Internet marketing since 1997 for training providers including the Chartered Institute of Marketing, Institute of Direct Marketing and E-consultancy. In-company training workshop clients include 3M, BP, Euroffice, HBOS, HSBC, Orange, Siebel and Tektronix.

Dave has been recognised by the CIM as one of 50 marketing gurus worldwide who have “shaped the future of marketing” and by the Department of Trade and Industry as one of “the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years”.

Retention Marketing Online

Marianina Chaplin Manning, Head of Web Analytics and Optimisation, rightmove.co.uk permalink ]

Marianina ChaplinMarianina is currently head of web analytics and optimisation for rightmove.co.uk. She also runs an active Web Analytics association social media committee member, UK blogger web analytics princess at www.marianina.com and has been involved in the online world since 1999. She founded an online auction site and has been working in web analytics and marketing performance management since then.

She is passionate about, using data driven strategy and insights to drive change that improves results.

Measuring Social Media

Brian Clifton, Senior Strategist, Omega Digital Media permalink ]

Brian CliftonBrian Clifton (PhD), is an internationally recognized search marketing and web analytics expert who has worked in these fields since 1997. A respected speaker at conferences, including Search Engine Strategies, Internet World, and ad:tech, Brian is also the author of a number of industry whitepapers and recently published the book entitled Advanced Web Metrics with Google Analytics.

In 2005 Brian joined Google as Head of Web Analytics for Europe, Middle East and Africa. Defining the strategy for adoption and building a pan-European team of product specialist for operational support, the Google Analytics product became the market leader for the world’s largest online advertisers within two years.

Brian is now Senior Strategist for Omega Digital Media – a company specialising in search integration and conversion marketing for European clients.

WAA Base Camp: Web Analytics for Site Optimization
How to build reporting that will make a difference to your organisation

Angus Cormie, Site Management, DELL – EMEA Consumer Online permalink ]

Angus CormieAngus has been working in the digital space for more than 10 years. In 1998, following a career in marketing with two multinational companies, he became a co-founder of Genie, a web and mobile portal that flourished and eventually evolved into O2 Online – where Angus led the online web portal, customer experience and development strategy for 3 years. After setting up his own digital media consultancy business in the mid '00's, he then took a position as Managing Director of an online gift retailer for a year. In early 2007 Angus moved into his current role managing the Dell Consumer web site experience across Europe. Angus has an MBA from Henley M.C., is married with 2 daughters, and plays the saxophone in his spare time.

The Voice of the Customer

René Dechamps Otamendi, Founder, OX2 permalink ]

René Dechamps OtamendiRené Dechamps Otamendi is founder of OX2, an interactive consultancy firm specialised in Web Analytics that has recently joined the LBi Group. René is Spaniard and Belgian and holds a bachelor in International Relations and a Master in eBusiness by the Solvay Business School.

René has been active in the Internet industry for the past ten years. He created OX2 together with his wife Aurélie Pols in 2003, with a specific focus on Measurement & Accountability. Today, OX2 is recognised by, amongst others Forrester & Aberdeen Research, as one of the leading European consulting services in Web Analytics. Clients are amongst others: Toyota Motor Europe, RTL Group, ING Europe, the Belgian Social Security, Stanley Europe, InBev, the Belgian Lottery, PriceWaterhouseCoopers, Bose Europe.

René Dechamps is also an active member of the Web Analytics Association where he coordinates the events and marketing activities of the International committee in addition to being the Belgian Country Manager of the Association.

Moderation: Track B: Analytics in Action, Tuesday, 20th May
Challenges in a Web Analytics Journey from a practitioner and consultant perspective
Vendor Line up

Rufus Evison, dunnhumby permalink ]

Rufus EvisonRufus Evison has been in Web Analytics since 1996 and has been a C level executive of such web related companies as Clickstream Technologies, Global Diagnostics and Green Cathedral. On a technical note he was the creator of the first hybrid mechanism for data gathering and of what was possibly the earliest of the “if you are buying this you might also like that” cross-sell engines. Over the course of his career Evison has worked with such online players as GE Capital, Virgin Money, MyTravel, Thomas Pink, SAP and Pipex, helping them with everything from Web analytics of call centres to affiliate programs and site design. Currently Evison is working for data insight company dunnhumby helping the retail experts to apply their knowledge and expertise throughout the digital arena. dunnhumby bring the retail and direct marketing experience of large scale marketing and loyalty programs to the online world.

KEYNOTE D: eMetrics to Business Metrics

Ashley Friedlein, CEO and Co-founder, E-consultancy.com permalink ]

Ashley FriedleinHe started out working in digital TV and multimedia production and then worked at the Financial Times on arguably the first commercial application of Video on Demand (1996), before getting involved with FT.com in 1996.

He had a brief stint at Bloomberg TV, and then moved to Wheel to focus more on the web and other interactive digital channels, working for a range of large media and financial services clients on multi-platform digital projects (including Marks & Spencer, Abbey National, Channel 5, Autoglass etc.)

He is the author of "Web Project Management: Delivering successful commercial web sites" which was published in 2000 and also "Maintaining and Evolving Successful Commercial Websites: Managing Change, Content, Customer Relationships and Site Measurement" published in December 2002.

KEYNOTE E: Monetizing Social Media: a Case Study in Measuring the Value of Social Media Marketing Online

Patricia Gildea, Online Manager, Ecotricity Ltd. permalink ]

Pat is responsible for strategy, production and delivery of www.ecotricity.co.uk and related sites for Ecotricity – the world’s first, and the UK’s largest, independent supplier of green electricity. Ecotricity is totally committed to changing the way electricity is made in the UK, and its wind turbine construction programme is a critical component of this goal. As well as managing an in-house web team plus a variety of agencies & suppliers, Pat is leveraging new social media to support the full range of Ecotricity endeavours – from developing Ecotube.tv, a channel of the wind park construction videos, to a blog from the founder and MD of Ecotricity. Before Ecotricity, she managed websites at npower and Sage Software.

Think globally, act locally – measuring the green revolution

Mike Grehan, Global KDM Officer, Acronym Media permalink ]

Mike GrehanMike is the Global KDM Officer of Acronym Media, a Top 10 Search Agency located on the 55th Floor of the Empire State Building in New York City. Mike has been involved in online marketing since 1995 and is recognized as a leading search engine marketing expert. His knowledge of conventional marketing, combined with his technical skills and understanding of search engine algorithms, has helped many top firms improve their visibility on search engines and directories.

Mike is a highly sought-after search engine marketing speaker and has also written multiple books and white papers on the subject. His second edition of Search Engine Marketing: The Essential Best Practice Guide gained plaudits from numerous industry authorities. Mike also writes as an expert for the ClickZ network, and his own personal newsletter is read by over 17,000 international subscribers.

In 2004, Mike was named by E-consultancy as one of the United Kingdom’s Top 100 Influential People in Internet Marketing.

He say PPC. I say SEO. And never the twain shall meet.

Eric Head, Director of Business Development, ForeSee Results permalink ]

Eric HeadEric Head is Director of Business Development for ForeSee Results, responsible for managing both client engagements & strategic partnerships for the organization. He has been with the organization since 2001 and brings more than 16 years of experience managing technically advanced Internet and Auto-Identification/Data Collection products and programs.

Prior to joining ForeSee Results, Eric was Director of Automotive Programs for Internet Operations Center, a leading regional Internet applications service provider. Eric received a B.S. in Marketing from the Miami University-Oxford and his M.B.A with Distinction from the University of Michigan.

Diamond Sponsor presentation – ForeSee Results
Vendor Line up

Barry Holloway, Chief Marketing Officer, Yuuguu permalink ]

Barry HollowayBarry Holloway is a recent addition to the management team at start-up Yuuguu, where he is responsible for building the brand and directing the development of the customer proposition. He will ensure that Yuuguu continues its rapid growth in customer numbers and further develops solutions that enable remote teams to work more effectively together.

Barry was formerly Marketing Director at uSwitch.com, where he was part of the team that formed the company in 2000. He was responsible for the whole customer experience, which included the uSwitch.com website, marketing and brand strategy.

Barry has an MBA majoring in International Marketing and is a Bachelor of Music. He is a Fellow of the Royal Society of Arts, sings with The Sine Nomine Singers, plays guitar with Agent Funkateur and piano with Sugar Foot Stomp. He lives in the Kent countryside with his wife and two children.

Case study – improving marketing ROI and lifetime value

Martyn Jobber, Head of Sales Engineering, Omniture EMEA permalink ]

Martyn JobberMartyn Jobber has been with Omniture since its early days in the European market. Martyn brings ten years of Web Analytics and Online Marketing expertise to the business, he has built his experience consulting and advising customers from defining business requirements, the actual delivery and most importantly using the information to drive practical ideas that improve online business. With over 1000 clients in Europe, Omniture is the leading provider of online business optimisation services.

Platinum Sponsor presentation – Omniture
Vendor Line up

Georgios Kaperonis, Business Analytics & Optimisation Manager, Channel 4 Television permalink ]

Georgios has 3 years of Web Analytics experience in the retail, travel and online media industries. He is currently managing the Business Analytics & Optimisation team at the New Media department of Channel 4 Television. His goal is to improve the business results by making the most of the available data. His responsibilities include automating reporting, spending time on analysis, evangelising the value of analytics and introducing new processes to address existing problems. His biggest interest is making sense of the dynamics between TV and Online, especially around video content. Having studied Computer Engineering and completed a Masters at University of Cambridge Business School, Georgios combines a great understanding of technology with business and analytical skills.

Part I: Analytics in a 0% conversion world

Jonathan Levitt, Vice President Marketing, iPerceptions permalink ]

Jonathan LevittJonathan is responsible for all marketing, branding, communications and public relations initiatives for the company. He has more than fifteen years of hands on marketing and sales experience, the last twelve years spent primarily in e-business strategy and management. He has worked with some of North America's largest corporations including Bank of America, MasterCard International, Verizon Information Services and the US Navy primarily on database marketing and customer acquisition and retention projects.

Vendor Line up

Flemming Madsen, Managing Director, Onalytica permalink ]

Flemming Madsen is founder and managing director of Onalytica, a firm which provides a range of services for monitoring and analysing online buzz. All of its services rely on the active monitoring of buzz and influence combined with advanced quantitative analysis. Some services are further supplemented with human analysis whereas others are delivered straight to the client's computer or own portal structure. Their clients include leading companies in music, pharmaceuticals, media, FMCG, publishing, automotive, resource exploration and telecoms.

Measuring Social Media

Neil Mason, Director of Analytical Consulting, Foviance

Neil Mason, Director of Analytical Consulting, Foviance Neil joined Foviance as part of an acquisition of Applied Insights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance's analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance's and Applied Insights existing and future clients.

Neil is one of the world's leading analytics guru's and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.

Predictive Analytics Workshop’s Trainer
KEYNOTE A: To “Marketing Optimisation” and beyond!

John McConnell, Applied Insights permalink ]

John’s working career has encompassed a mixture of roles combining business analytics and IT since 1986. In 1989 John joined SPSS and his career there included many dimensions in consultancy and management roles. He spent a number of years configuring and applying analytical methodologies to a variety of client-specific business problems. These ranged from ad-hoc analyses through to multi-user high-end, analytical solutions with Predictive Modelling technology.Since SPSS John has been the founding partner in several new ventures combining consultancy and technology, in various business intelligence contexts, with a particular focus on statistical and data mining approaches.

Predictive Analytics Workshop’s Trainer

Danny Meadows-Klue, Founder and CEO, www.DigitalTrainingAcademy.com & www.DigitalStrategyConsulting.com permalink ]

Danny Meadows-KlueDanny Meadows-Klue is one of the Europe’s pioneers in online media and marketing. More than 40,000 people have attended his lectures and training courses since he became involved in digital strategy in the early 90s. He’s best known as helping launch the Interactive Advertising Bureau in the UK, and then across Europe where he was re-elected as president four times. In the mid 90s he ran the UK’s first online newspaper www.Telegraph.co.uk and helped with the launch of BBC’s News 24, co-producing and presenting BBC Television’s first internet packages. He has helped thousands of companies around the world get digital channels right, and also helped launch a dozen internet trade associations. He lectures at many universities and business schools and is the founder of the Digital Training Academy, a digital marketing coaching business that helps build the digital insight of teams in media owners, brands and their agencies. His passion for analytics has always been strong and for ten years he chaired the IAB’s taskforces for standards and metrics. A collection of his articles is online www.DigitalStrategyConsulting.com/articles along with his training reports www.DigitalStrategyConsulting.com/insight and his previous lectures at Emetrics summit are available online: www.digitaltrainingacademy.com/analytics/

Getting campaign measurement and optimization on the right track

Dyana Najdi, Customer Analytics Manager, EMEA, Google permalink ]

Dyana NajdiDyana manages the Google Analytics team within EMEA. Her area of focus involves driving product adoption and enhancing engagement levels, enabling customers to fully leverage the tool's capabilities. Prior to joining Google, Dyana spent five years consulting at Accenture where she specialised in Web Analytics and Business Intelligence working with major companies within the Media and Entertainment industry.

Gold Sponsor presentation – Google
Vendor Line up

Michaël Notté, Senior Analyst, Toyota Motor Europe (Brussels – Belgium) permalink ]

Michaël NottéAfter several years as a IT consultant on Web related projects, Michaël joined Toyota Motor Europe in 2004 where he stepped in the exciting world of Web Analytics. Few years later, he now works as Web Analytics specialist for Toyota Sales & Marketing but also for other business units. Passionate about Web Analytics and his work, Michaël manages and develops Web Analytics practices and projects at Pan-European level for Toyota and its premium brand Lexus.

Challenges in a Web Analytics Journey from a practitioner and consultant perspective

James G. Robinson, Director of Web Analytics, The New York Times permalink ]

James G. Robinson leads the Web Analytics Group at nytimes.com, the world's top newspaper web site with nearly 19 million monthly visitors in the U.S. In this capacity, James manages a team of analysts who help the company build better products, optimize marketing efforts, increase user engagement, and improve corporate decision-making.

Formerly a product manager for the site's travel section, James brings a unique perspective to web analytics that integrates both user and business needs in a framework for rapid decision-making. Prior to working at the Times, he received his master's degree in interactive telecommunications at NYU's Tisch School of the Arts.

Web Analytics as a Value Driver Across Media

Oliver Schiffers, Manager Web Analytics, Sapient permalink ]

Oliver was born 1970, he studied Komparatistik and Linguistics and has been working in the Online-Marketing and eBusiness area for 12 years. As Senior Consultant and Project Leader Emetrics and Web Analytics Projects he was looking after clients such as Springer, T-Systems, o2 Germany, Allianz and KarstadtQuelle FinanzService. Since 2006 he is Projectleader TGP at United Internet Media, responsible for the development of Web Analytics and Targeting. Since 2007 Oliver joined Sapient as Manager Web Analytics.

Moderation: Track D: What’s coming next?, Wednesday, 21th May

Jim Sterne, President, Target Marketing permalink ]

Jim SterneA consultant to Fortune 500 companies and entrepreneurs, Jim focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. He’s written six books on Internet advertising, marketing and customer service including, Web Metrics; Proven Methods for Measuring Web Site Success. He is the producer of the annual eMetrics Marketing Optimization Summit conferences and is the Founding President and current Chairman of the Web Analytics Association. Jim is still astonished that he was named one of the 50 most influential people in digital marketing by Revolution, the United Kingdom’s premier interactive marketing magazine.


Matthew Tod, CEO, Logan Tod & Co permalink ]

Matthew TodMatthew Tod is the CEO at Logan Tod & Co, a specialist web consultancy. The company works with clients to maximise the results from their online investment through improved conversion, better web site efficiency and targeted customer acquisition. A strong analytical approach coupled to a strong process and deep understanding of the technology needed to convert ‘interest into action’ enable the company to deliver more sales, sales leads, registrations and cost savings for clients.

Clients include Sky, News International, Gcap Media, Focus DIY, Mothercare, Sony, Kitbag, HMV, M and M Direct, Hawkins Bazaar, Kitbag, Explore, Travelsphere, Explore Worldwide, Premier Inn, Portakabin, Sharps Bedrooms, Dolphin Bathrooms, Moben and Kitchens Direct.

Logan Tod & Co is based in Covent Garden and the team of more than twenty people has more than fifty years of web analytics experience across every leading tool in the industry. The analytical expertise of the company is complemented by a team of consultants, architects and designers who work with clients to implement recommendations.

Matthew holds a B.Sc. (Hons) in Biotechnology from Kings College, London University and an MBA from Warwick University. Matthew lives in Surrey, and when not at work can be found messing about in boats or bouncing on a trampoline with his daughters.

Site Optimisation

Ed Tranter, Group Publisher, Informa Telecoms permalink ]

Ed TranterFor the last 12 years Ed has occupied a number of senior positions within the B2B publishing industry. The particular focus on the marketing and online sectors came about during his time as publisher of New Media Age and then Marketing Week. This combined 6 year period, led to the development a number of successful brand extensions. award schemes and magazines as well as inclusion within The Guardians “Who’s who in media”. (Much to his Grandmothers delight).

For the last 2 years Ed has been Group Publisher for Informa Telecoms & Media and is on the online best practice panel for Informa PLC. He is a board member of the BPA, and also does some free consultancy for Global Hand a UN supported charity website for linking aid with need.

Ed is an avid Spurs fan so for any Chelsea fans attending. You didn't measure up! (It’s all about the related puns!)

A few testimonials about Eds presentations:
“It’s not just a presentation, it’s a road map for life. What a guy, what a presenter” – Ed Tranter
“A wonderful man and I think he should be prime minister” – Peggy Walker (Ed’s Grandma)
“Never heard of him!” – Bill Gates

In Real Life

Eelco van Kuik, Managing partner, Chief Analytics and Optimization Officer, Conversion Company permalink ]

Eelco van KuikEelco van Kuik started his career in web analytics with online experiments. He immediately recognized the added value for optimizing webites and his initial interest has since evolved into dozens of experiments for different clients and websites, ranging from travel to finance. His focus has always been on integrating these experiments with other web optimization techniques, like web traffic analysis, online marketing and e-business. Because of this he has a good understanding of online experiments and closely related fields as well.
Eelco van Kuik is managing partner and Chief Analytics and Optimization Officer at Conversion Company in the Netherlands. The main focus of this company is managing online conversion for top companies like KPN and Thomas Cook. He leads the Dutch taskforce online experiments and is a regular speaker on web analytics events.

Master class in testing and experimentation

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