Data & Analytics Congres 2024

Join us as Jaaf Information Design and FIFA explore FIFA’s groundbreaking approach to making extensive global football data accessible and impactful.
By collaborating with diverse teams and producing multilingual, visually engaging reports, FIFA enhances the sport’s development worldwide.
Discover how innovative data design and strategic insights drive the evolution of football, ensuring transparency and shared benefits for all stakeholders.

Esther Rookhuijzen (Director @ Jaaf Information Design)
Max de Vylder (Head of Football Development Operations @FIFA)

https://ch.linkedin.com/in/estherrookhuijzen
https://ch.linkedin.com/in/max-de-vylder

The Vault project has been Danone’s internal initiative in response to the increasing risk of fraud in relation to supplier bank details.

Fraud prevention relies on data as a vital foundation and facilitator.
Data that is correct and reliable improves the security of end-to-end processes, creating more barriers against fraud and safeguarding assets. Data also enables the use of advanced technology: by leveraging various kinds of Data, cutting-edge technology can operate at scale and help companies achieve 0 fraud goal.

At Danone, through a dedicated project named “Vault” we have successfully addressed the dynamic model of Data-Process-Technology to step change our security measures.

Mauro Portela (Managing Director Global Master Data Operations @Danone)
https://www.linkedin.com/in/mportela/

De digitalisering van de maatschappij heeft ook het politiewerk veranderd, met een aanzienlijke toename van data. Hoe benut je deze data effectief voor politiewerk? Met TROI (Team Rendement Operationele Informatie) ondersteunen we zaken en bouwen we operationele applicaties. In deze workshop bespreken we de werkwijze van TROI en hoe ze waarde creëren met data voor het politiewerk.

Spreker: Dominique Roest (Team Rendement Operationele Informatie @Politie)
https://www.linkedin.com/in/dominique-roest-926b11162/

We aim to create CompetentNL, a national skills standard for the Netherlands that links skills to education through linked open data. This standard addresses the labor market mismatch between employers and job seekers by enhancing transparency and mediation. CompetentNL uses an ontology supported by hybrid AI and the WordGraph2Vec algorithm from Statistics Netherlands (CBS) to match skills from vacancy texts with validated expert skills. We are designing a graph database to facilitate future querying and comparison of skills, education, and ISCO and ESCO standards.

Leyla elkhamlichi (Senior Data scientist @UWV)
https://www.linkedin.com/in/leyla-el-khamlichi-313009100/

Consumers are more aware of privacy threats, and stricter regulations are being enacted. Privacy protection often requires sacrificing insights or profit, making it impossible to achieve both perfectly. In this lecture, I will show how to quantify customers’ privacy risk and navigate this trade-off, discuss the limitations of synthetic data, and provide solutions for data collection, sharing, and targeting.

Gilian Ponte (Assistant Professor in Marketing @Rotterdam School of Management, Erasmus University)
https://www.linkedin.com/in/gilianponte/

Sta je in je werk wel eens stil bij de vraag wat er met alle data gebeurt als iemand overlijdt? Niet? Je verkeert in goed gezelschap want zo’n 70% van alle Nederlanders heeft daar nog nooit bij stilgestaan en 85% van de Nederlanders heeft diens digitale nalatenschap niet op orde. En dat terwijl bijna iedereen een digitale nalatenschap heeft en/of ermee moet dealen na het overlijden van een dierbare. Uit gesprekken met nabestaanden weten we hoe complex het is om zo’n digitale nalatenschap af te wikkelen. Welke accounts zijn er? Hebben we de wachtwoorden? En wat had die dierbare met al die data gewild? Mag iedereen alles zien of zijn er dingen die verborgen moeten blijven? Of moet alles verwijderd worden? En hoe werkt dat dan? Elk bedrijf heeft weer ander beleid.
Lees hier bijvoorbeeld het verhaal van Maaike die al maanden bezig is om zich door de wirwar van de digitale nalatenschap van haar zus te worstelen.

Lees hier bijvoorbeeld het verhaal van Maaike die al maanden bezig is om zich door de wirwar van de digitale nalatenschap van haar zus te worstelen. https://www.oneindigonline.nl/er-komt-meer-tevoorschijn-dan-je-verwacht

Femke Hammer (Aanjager digitaal bewustzijn, Alliantie Digitaal Samenleven)
Bouke Sonnega (Coördinator Kennis, Onderzoek en Impact, Alliantie Digitaal Samenleven)

https://www.linkedin.com/in/femkehammer/
https://www.linkedin.com/in/bouke-sonnega-180b62289/

Picard is all about simulating our warehouse, the people working in it and our logistics IT. We use it to make data driven decisions to improve our processes and to validate the next steps that we are taking as a logistics company.

Dirk Guijt (Lead Data scientist @ Royal FloraHolland)

https://www.linkedin.com/in/dirkguijt/in/merit-van-breukelen-0785894/?originalSubdomain=nl

Herken je deze situatie? Je hebt persona’s geformuleerd, verrijkte data en een manual voor je communicatie, maar vraagt je af: waarom niet direct met je persona’s in gesprek gaan?

MarketResponse ontwikkelde de BSR-Bot, een combinatie van hun kennis en een Large Language Model/Open AI-omgeving. Deze snel ontwikkelende technologie biedt veel toepassingen. In deze sessie legt Theo uit hoe je echt in gesprek kunt met je persona’s.

Theo van der Steen (Operationeel Directeur @MarketResponse)
https://www.linkedin.com/in/underlined/

Generative AI will augment the strategic importance and the added value of qualitative research in both marketing and NPD. The lecture will analyse three aspects of genAI in qual: First, what will be replaced by genAI, second, what are completely new ways of providing qual insights, and third, what will still be up to the human brain. The presentation will be based on a real use case of improving the loyalty of health insurance customers via qualitative insights.

Stefan Oglesby (CEO @Data IQ AG)
https://www.linkedin.com/in/stefan-oglesby/

Introduction:
In a world racing towards AI-driven insights, solid data management isn’t just a support role; it’s the backbone of success. This session delves into DAMA DM-BoK’s principles, showing how rigorous data practices elevate AI outcomes. Discover why organizations that nail their data management have the advantage—and those that don’t are left behind. Join us to explore the core elements that make data management a non-negotiable factor for AI success!

Erik Fransen (DAMA NL & Connected Data Group)
https://www.linkedin.com/in/erikfransen/

Discover how Air France KLM is revolutionizing its marketing strategy together with partner Ekimetrics, using a Marketing Mix Model. This session will delve into the airline’s step-by-step process, from partner selection to data collection to data-driven decision-making that optimize their marketing efforts.Learn about the challenges faced, solutions found, and type of insights gained, offering valuable insights for any business aiming to enhance its marketing business.

Frie Roijers (Program Lead MMM @AirFranceKLM)
Greg Chappell van Gilst (Senior Manager Data Science @Ekimetrics)

https://www.linkedin.com/in/frieroijers
https://www.linkedin.com/in/gchappellvangilst

Surveys are broken. Participation rates are plummeting, user experience is frustrating, and the ecosystem is plagued by fraud, bots and professional survey-takers. The result? The reliability of your studies is in jeopardy.
So, will Conversational AI replace traditional surveys and become the new standard?

The team at Tellet has learned firsthand from moderating thousands of AI-enabled interviews across a wide range of clients. CEO, Merik te Grotenhuis, will share key insights from their journey, along with feedback from clients who have embraced this AI-first approach – one that enables insights professionals to conduct qualitative research at the scale of quantitative studies.
Join us to explore:
1. The true value of Conversational AI: How does it stack up against traditional surveys?
2. Real-world use cases: What makes Conversational AI interviews so effective?
3. Getting started tomorrow: What does it take to launch your first project, and see results as early as the next day?

Merik te Grotenhuis (CEO Tellet)
https://www.linkedin.com/in/meriktegrotenhuis/

Have you ever wondered how exactly ChatGPT understands and categorizes open feedback? Dive into the world of generative AI by comparing the capabilities of ChatGPT and trainable AI models in categorizing text analysis based on real responses.

1. Lean how to measure the quality of categorizing open responses.
2. Learn about the limitations of ChatGPT for categorizing open responses.

Christin Hyla (Managing Director @Survalyzer Nederland B.V.)
https://ch.linkedin.com/in/christian-hyka

Veel mensen realiseren het zich niet, maar ChatGPT kan marketeers heel goed ondersteunen met data-analyse. Edwin Vlems zal laten zien hoe Custom GPT’s je (analyse)werk een stuk makkelijker kunnen maken.

Edwin Vlems (Edwin Vlems B2B Marketing)

In many companies, reporting and analytics are centralized within IT teams but often fail to deliver expected value due to underuse, misuse, or misalignment with business needs. Iris Wijers advocates for data democratization, empowering business users to generate their own insights. She emphasizes building a supportive data community through training, accessible tools, and fostering a culture where data-driven employees feel empowered and recognized.

Iris Wijers (Data Anlyst & Community Manager @Interfood)

Learn how to effectively engage non-native Dutch citizens and individuals from various ethnic backgrounds in survey research. This presentation covers AI-powered methods for creating discussion guides, moderating surveys, and analyzing responses. Using the Bilendi Discuss platform and BARI.

Lorena van Essen (Project manager @Bilendi & respondi) & Luigi Casula (Country Director @Bilendi & respondi)

https://www.linkedin.com/in/lorena-van-essen-089552ba/
https://www.linkedin.com/in/luigicasula/

Tijdens deze interactieve sessie, georganiseerd door Sprint & Sneakers, duiken we diep in de wereld van data-analyse en personalisatie. Sprint & Sneakers toont hoe bedrijven data kunnen onttrekken uit verschillende bronnen en hoe web scraping kan worden ingezet om waardevolle inzichten te verzamelen. Vervolgens laten ze zien hoe deze data kan worden gepersonaliseerd voor gerichte marketingcampagnes.

We behandelen wanneer het conversietechnisch verstandig is om bepaalde data te gebruiken, hoe je bepaalt of je een bredere of juist meer gerichte outreach strategie moet inzetten, en hoe singnal-based outreach kan bijdragen aan het verhogen van je conversie. Ontdek hoe data je kan helpen om slimmere beslissingen te nemen en je marketinginspanningen effectiever te maken.

Bart Snijders (Growing Meaningful Brands, Founder @Sprints & Sneakers)

https://www.linkedin.com/in/snijdersbart/

In market research data and -quality are compromised due to declining response rates and participant burden. My-Habitz is a new data collection platform that uses geo location technology to capture, collect, and analyze actual consumer behavior. We enrich passive data measurements with qualitative data, which we quantify using artificial intelligence tools. Empowering consumers to be able to own their data, we create high valued data in accordance with GDPR legislation.

Caroline Weiss (Quality control manager @My-Habitz) & Max Benschop (Data insight manager @ My-Habitz)

https://www.linkedin.com/in/caroline-weiss-9844562b/
https://www.linkedin.com/in/max-benschop-89b5311b9/

Uncover the impact of AI and emerging technology on marketing in our session, ‘Tech vs Trust: The Power and Perils of AI’. Explore how brands are leveraging emerging tech for growth while navigating significant legal, privacy and risk that may impact consumer trust.

Michelle McGrath (Senior Vice President of Data, EMEA I Monks) &
https://www.linkedin.com/in/michellemcgrath/

C-Level, session :

There is an overflow off new AI / analytics models, all supposed to create more success. But we might forget what truly drives growth.. Isn’t that proper understanding of what people really think and feel, the real human insights? Re-open your mind and join us.

3 key take aways:

How to get closer to your brand audiences
Gen Z wants brands that C.A.R.E
How to increase ROI from insights

Angie Deceuninck (Global Client Partner I Human8)

LinkedIn: https://www.linkedin.com/in/angiedeceuninck/

Start with mapping to boost data and customer focus in your organisation. Mapping helps to gain a broader perspective, enhances collaboration within the organisation, and provides greater understanding of opportunities to explore better solutions.

Ezra Soerioroseno (Customer Experience consultant Digital Power)
https://www.linkedin.com/in/ezrasoerioroseno/

Join us as Bulbshare presents Meta Learnings from Piloting Synthetic Data Personas. Over the past few months, we’ve been conducting synthetic data pilots with some of our top clients, refining our approach and gathering valuable insights that have redefined how we understand consumer behavior and forecasting.

In this presentation, we’ll share how we’ve validated synthetic responses against real-world data, used synthetic personas for trend predictions, and leveraged synthetic data to create hard-to-access profiles, such as children and niche consumer segments.

Each pilot has provided fresh insights, and we’re excited to pass these learnings, tips, and challenges on to you—offering practical advice on how to integrate synthetic data into your research.

Kirby May Johnson (Associate Research Director)
LinkedIn: https://www.linkedin.com/in/kirby-johnson/

TUI Group, a leading tourism company, is on a digital transformation journey to enhance customer experience, improve operations, and drive innovation through data, analytics, and data science. Data is crucial in the travel industry, making a strong data foundation a top priority. Despite challenges, this lecture will explore the do’s and don’ts of data transformation in a multicultural setting, highlighting TUI’s success in building a competitive data foundation.

Tatiana Novoselova (Global Head of CRM&CX Analytics @TUI)

Discover how Dechra Pharmaceuticals, a global leader in veterinary pharmaceuticals, transformed its digital marketing through a data-driven strategy anchored by the North Star Metric.
MultiMinds will showcase the alignment between IT and marketing that empowered Dechra to enhance customer engagement and move step by step towards a more marketing-driven organisation. Learn how effective data governance and customer data architecture became the foundation for their success.

Steph Forder (Data and Analytics Lead for Dechra), a global specialist in veterinary pharmaceuticals
LinkedIn: https://www.linkedin.com/in/stephanie-forder-28a4021a4/

Jens Scheerlinck (Lead Data Solutions Architect)
LinkedIn: https://www.linkedin.com/in/jens-scheerlinck-5ab48240/

Centraal Beheer heeft ervoor gekozen om strategisch over te stappen van vendor software voor commerciële prijsbepaling naar een eigen, as-a-service-oplossing. Dit betekent een belangrijke operationele verschuiving van enkel modellen bouwen naar het ontwikkelen van Python-software voor langdurig gebruik.

3 belangrijke inzichten:

Het verder specialiseren van rollen binnen het Data Science-domein verhoogt de werktevredenheid en de kwaliteit van output.

Samenwerking met IT-afdelingen is cruciaal binnen MLOps. Machine Learning Engineers fungeren hierbij als logische schakel.

Het toepassen van principes uit software engineering verbetert de overdraagbaarheid en onderhoudbaarheid van alle Data Science-producten.

Maarten Mulder (Manager Data Science Achmea (Centraal Beheer)
Maarten Mulder – Centraal Beheer | LinkedIn

Door data in te zetten om communicatie en samenwerking tussen afdelingen te versterken, kan de impact van dataproducten zoals dashboards en databases aanzienlijk worden vergroot. Data als objectieve en feitelijke basis helpt teams om elkaars perspectieven beter te begrijpen en langdurige uitdagingen effectief aan te pakken. Deze nieuwe inzichten moedigen medewerkers aan om meer samen te werken en de dataproducten actiever te benutten.

Fianne Blaak (Interim BI consultant @Fianne Blaak)

https://www.linkedin.com/in/fianne-blaak-data-fanaat/

A lot of different features are required to do MLOps in large organizations. In the past, you had to implement these features yourself. Luckily, the MLOps space is getting more mature, and some end-to-end platforms like Databricks provide most of the features.In this talk, we will walk through the MLOps components and how you can simplify your processes using Databricks.

Maria Vechtomova, (MLOps Tech Lead, Ahold Delhaize)
https://www.linkedin.com/in/maria-vechtomova/

Ontdek hoe je als werkgever de digitale en AI-vaardigheden van je medewerkers kunt versterken tijdens ons interactieve panel! We presenteren het gloednieuwe programma van Nederland Onderneemt Maatschappelijk, met als ambitie om 4 miljoen werkenden klaar te stomen voor de digitale toekomst. Sluit je aan en leer hoe jij je organisatie kunt voorbereiden op de toenemende vraag naar AI-literacy.

Daarnaast geven we inzicht in de aanpak van de NLAIC en de kracht van publiek-private samenwerking, met een focus op het delen en versnellen van AI-kennis in Nederland. Samen met Danique bespreken we de AI-Act, de verplichtingen die vanaf februari 2025 voor bepaalde bedrijven gelden, en geven we praktische tips om de transitie soepel te laten verlopen. Zorg dat je klaar bent voor de toekomst en ontdek hoe je jouw organisatie AI-vaardig maakt!

Het panel bestaat uit:
Katja van Kranenburg I (CMS en Human Capital NLAIC)
Iris Koolen (FOUNDER & CO-OWNER IAMDIGITAL.nl)
Willeke Klinker (Coordinator Human Capital NL AI Coalitie)
Danique Hekkema (CCO @Data Booster | helping organizations improve data & AI literacy | DataIQ 2024 New Talent Award Winner)

https://www.linkedin.com/in/katja-van-kranenburg-a0a3953/
https://www.linkedin.com/in/daniquehekkema/
https://www.linkedin.com/in/iriskoolen/
https://www.linkedin.com/in/willekeklinker/

In today’s digital marketing, capturing and retaining audience attention is crucial. This session analyzes over 5000 ads with advanced AI to explore how attention and brain processing impact branding, the dynamics of digital video ads, and the significance of connected TV. Attendees will gain practical insights into optimizing ad strategies and navigating marketing challenges in this evolving landscape.

Coen Olde Olthof (founder @alpha.one)

This lecture will explore the latest AI and data analytics regulations emerging across the globe, highlighting their significance to the market research and data analytics sectors. As these industries continue to grow rapidly, understanding the impact of evolving legislation is crucial for navigating future challenges and opportunities.

Jules van Vlokhoven (Advocacy and Standards Project Coordinator @ESOMAR)

When it comes to innovation, people are the driving force behind ideation. The path from investment to ideation to implementation to value creation isn’t always a straight line. There are countless variables and obstacles to navigate, but data is a powerful asset that digital leaders can use to connect the dots with the right analysis and insights. FMCG Industry constantly focuses on driving innovation to keep offering consumers new products as per their evolving needs and preferences. FMCG customers have to keep tab on this innovation process to innovate products ahead of the competition to stay relevant in the marketplace and deliver to their growth ambitions. We aim to share a live case study of a large FMCG customer whose sheer focus on data driven innovation is helping them meet their business objectives.

Sanjay Annadate (Vice President, LatentView Analytics)
www.linkedin.com/in/sanjayannadate