Data & Analytics Congres 2025

Keynote
Subtheme: GenAI for Analytics
Language: English

VodafoneZiggo’s AgentAssist program supports thousands of customer service employees through generative AI. What started as a pilot has evolved into a structural transformation of how customer interaction is handled. In this session, VodafoneZiggo shares how GenAI has helped improve efficiency, accelerate value delivery, and increase customer satisfaction. Practical insights will show how GenAI solutions were successfully implemented and embedded in daily operations.

Speakers:
Rogier leads the AgentAssist program at VodafoneZiggo.

Hein is responsible for the AI strategy and oversees the deployment of secure, scalable AI innovation.

Keynote
Session Description:
Turn your data into your most powerful growth asset! This session explores how to strategically use data to unlock insights and drive real business results. Techonomy shares practical examples of how AI and martech tools are used to personalize marketing, increase customer engagement, and accelerate business growth. Expect a session full of actionable inspiration for anyone looking to make data work harder and smarter.

Core Message:
Use data to drive direct business impact with practical use cases, smart AI tools, and customer-centric activation.

Key Insights:
– Data as a problem solver – don’t treat it as a goal, but as a means to achieve impact
– Relevance is everything – increase success through deeper customer insights
– Hyper-personalization drives results – use advanced AI and martech to scale relevance

Speakers:
Niels – With 7 years of experience at Techonomy, Niels is a specialist in turning data into actionable insights.
Timo – As Business Manager Digital Marketing, Timo bridges marketing, sales, and data to deliver measurable growth.

Track: Data Engineering & Science
Subtheme: Machine Learning development life cycle
Voertaal: Nederlands

Sporecast is een start-up die zich richt op het voorspellen van grondstofprijzen in de FMCG-sector. In deze sessie nemen de sprekers je mee van idee tot werkend platform. Ze laten zien hoe data engineering en machine learning samenkomen om tijdreeksvoorspellingen te realiseren. Aan de hand van de fasen van de ML life cycle tonen ze hoe je vanuit een concrete businessbehoefte toewerkt naar een robuust en schaalbaar systeem. Je krijgt inzicht in de afwegingen, uitdagingen en oplossingen die komen kijken bij het bouwen van een effectieve, productierijpe forecasting-oplossing.

Sprekers:
Jart Martin heeft zijn MSc in Marketing Analytics and Data Science (MADS) afgerond, richt zich binnen EFMI op social listening, data engineering en machine learning, en is de founder van Sporecast.
Jelte Bottema is MSc Theoretische Natuurkunde, co-founder van Sporecast, en werkt momenteel aan zijn PhD in Zuid-Afrika.

Track: Business Analytics
Subthema: Privacy-enhancing technologies (PETs)
Voertaal: Nederlands

Het UWV verkent de inzet van synthetische data als oplossing voor het tekort aan geschikte en privacyveilige testdata. In een recente pilot worden realistische datasets gegenereerd die de statistische eigenschappen van echte data behouden, zonder echte persoonsgegevens te gebruiken. De sessie richt zich op een complex scenario met dubbele tijdslijnen, dat in veel praktijksituaties voorkomt. Deze aanpak maakt het mogelijk om realistische tests uit te voeren zonder risico op datalekken, en helpt bij het verbeteren van testprocessen binnen grote publieke organisaties.

Track: Data & Strategy

How do you move from a well-defined data strategy to actual implementation in a complex organization like Schiphol? In this session, Rockfeather and Schiphol share their collaborative approach to translating strategic ambitions into concrete projects, roles, and data-driven decision-making. A compelling real-world case about building data maturity, fostering adoption, and creating lasting impact with data.

Track: Demo & Tooling

The details of this session will be shared soon. Expect a relevant, practice-based contribution around data, AI, or analytics. More information will follow as the program is finalized.

Track: Business Analytics
Subtheme: Transforming Data into Strategic Decisions
Language: English

In this session, Philips shares how it is building a global analytics ecosystem that turns fragmented data into actionable insights. Going beyond dashboards, the session explores how to embed analytics directly into commercial decision-making through aligned processes, user adoption, and scalable solutions. Real-world examples from Philips’ transformation show how to connect data, governance and strategy to deliver measurable business impact—across functions, markets, and teams.

Speaker:
Satyam Arora is Global Head of Analytics at Philips Personal Health. With over 18 years of experience in finance and analytics, he leads global initiatives that embed data-driven decision-making across the commercial organization. A CFA charterholder, Satyam combines financial expertise with a practical, people-centered approach to analytics leadership.

Track: Data & Strategy
Subtheme: –
Language: English

At Beeld & Geluid, a major transformation is underway. ‘De Schatkamer’ (The Treasure Chamber) is a new platform launching in 2026 that will allow the Dutch public to explore and stream iconic media moments from the largest audiovisual archive in the Netherlands. This session offers a behind-the-scenes look at the technical and strategic decisions driving the project. From rights management and metadata structuring to developing user personas and curating content, the team will share how they are reimagining a professional archive into a meaningful and accessible public experience.

Track: Demo & Tooling

Databricks showcases how their platform is used in healthcare and medical research to bring all relevant data together — from patient records to imaging — and make it actionable with AI. This session demonstrates how real-world applications of generative AI and analytics help improve diagnoses, accelerate research, and enable collaboration between hospitals and research institutions.

With accessible tools and secure data infrastructure, even non-technical users can unlock insights. A practical and inspiring look at how AI supports better decisions in the healthcare domain.

Track: Data Engineering & Science
Language: English

The effectiveness of advertising has been declining over the past decades, and one potential explanation is a drop in advertising creativity. This session presents a machine learning-based method to systematically measure creative distinctiveness in advertisements. Using tools like Vision Transformers (ViT), the researchers developed a scalable and automated approach to assess creative dimensions in over 9,000 Dutch print ads from the automotive sector. The findings show that these AI-derived measures correlate strongly with human judgments and reveal a clear decline in advertising creativity over time.

The session provides insights into how creative variation affects ad effectiveness, offering advertisers a new, data-driven way to evaluate and improve their campaigns. This study demonstrates how AI and ML can supplement or even replace traditional survey-based methods in marketing research.

Speaker:
Evert de Haan is associate professor of marketing at the University of Groningen. His research focuses on digital marketing, data analytics, and customer relationship management, with a particular interest in advertising effectiveness and unstructured data analysis.

Track: Business Analytics
Subtheme: First-party data & scalable architecture
Language: English

Discover how KitchenAid tackled the complexity of fragmented MarTech and advertising data across platforms. In collaboration with MultiMinds, the brand built a centralised first-party data foundation to enable personalised marketing, improve attribution accuracy, and support intelligent forecasting. This case study explores the strategies, tools and architecture that helped transform KitchenAid’s data infrastructure and unlock measurable business impact.

Speakers:
Olivia Hanet is Data & BI Manager at KitchenAid EMEA. With nearly 20 years of experience in digital marketing and analytics, she focuses on turning data vision into tangible results.
Niels Verbeeck is Head of Operations at MultiMinds and a key driver of innovation and client success in data-driven transformation projects.

Track: Data & Strategy
Subtheme: Datamanagement & governance
Language: Nederlands

Waardecreatie met data – of het nu gaat om BI, analytics, data science of AI – is onmogelijk zonder goed datamanagement. In deze korte introductiesessie deelt DAMA NL hun zienswijze op datamanagement aan de hand van het internationaal erkende DAMA DMBOK-framework. Dit raamwerk, stevig geworteld in wetenschap en praktijk, helpt organisaties om grip te krijgen op hun data en daar meer waarde uit te halen. Aan de hand van drie concrete praktijkvoorbeelden (procesoptimalisatie, reporting & analytics, en AI & data) laten de sprekers zien hoe het framework werkt in de echte wereld.

Speaker:
Bas is consultant, trainer en onderzoeker, gespecialiseerd in datamanagement, data-organisatie en digitale transities. Hij heeft diverse organisaties in Europa en de VS begeleid richting datagedreven werken en schreef meerdere boeken over dit thema, waaronder Data Management – A Gentle Introduction.

Track: Demo & Tooling

In this visionary session, Greg Burke (CEO of Tellet) explores the convergence of qualitative and quantitative research—and the future of AI-moderated conversations. Discover how Tellet’s platform enables researchers, consultants and brands to collect deep human insights at scale, by transforming structured surveys into dynamic AI-led interviews. Learn how conversational AI is reshaping the way we understand people, decisions and behavior.

Track: Data Engineering & Science
Subtheme: –
Language: English

Extended reality (XR) technologies are becoming an integral part of police training in the Netherlands. In this session, the Dutch Police will demonstrate how data and AI are increasingly shaping the way VR is used in learning environments. From realistic interactions with AI-driven virtual characters to the application of learning analytics and dashboards, this talk explores how XR tools are being tested and developed to make training more immersive, measurable, and effective. The speakers will also reflect on the opportunities and risks of using AI in VR, and on the challenges in building frameworks for interpreting and feeding back data to learners in meaningful ways.

Speakers:
Roxy van de Langkruis is project manager for Extended Reality at the Dutch National Police and co-founder of the XR project team. She focuses on embedding XR innovations into complex organizational structures through a research-driven design approach.

Tim Theeboom is a project lead in the XR team of the Dutch Police. He specializes in leadership development and coaching effectiveness, and works on translating learning needs into scalable XR solutions in collaboration with partners like TNO and the Police Academy.

Track: Business Analytics
Subtheme: Decision Intelligence & Advertising Effectiveness
Language: English

Despite the proven link between creative strength and advertising success, the quality of brand campaigns has steadily declined. In this session, DVJ Insights reveals how AI is used at scale to analyze creativity and attention in over 8,500 video ads. By combining AI algorithms with traditional research methods, they uncover what truly drives attention, engagement and effectiveness. With real-world examples and collaborative research with Nielsen, DPG and the University of Groningen, this session demonstrates how AI and human insight together offer a more predictive, evidence-based view on campaign performance.

Speaker:
Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights. With expertise in media, brand strategy and consumer behavior, he helps global and local brands grow through insight-driven communication. He is a board advisor at SWOCC and was named Insights Professional of the Year (MOA, 2021).

Track: Data & Strategy
Subtheme: Digitale transformatie & veranderaanpak
Language: Nederlands

Wat kun je bereiken met ambitieuze datadoelen? In deze sessie deelt Ennatuurlijk hoe zij, midden in de energietransitie, data inzetten om duurzaamheidsdoelen te behalen en waarde te creëren voor klanten. Samen met Digital Power vertellen zij het verhaal achter hun datastrategie: van visie en draagvlak tot het inrichten van een multidisciplinair team en de technische realisatie van een schaalbaar dataplatform. Deze sessie biedt inzichten in de praktische kant van digitale transformatie, en hoe je als organisatie echt stappen maakt van strategie naar uitvoering.

Speakers:
Eric Vanderfeesten is Manager Digital, IT & Data bij Ennatuurlijk en leidt de digitale transitie van de organisatie met oog voor mens, techniek en samenwerking.
Britt van Veen is Analytics Engineer bij Digital Power en werkt aan duurzame data-oplossingen die organisaties helpen om inzichten tastbaar en bruikbaar te maken.

Track: Demo & Tooling
Subtheme: Artificial Intelligence
Language: English

Create smarter surveys with Survalyzer’s new AI Survey Creation Assistant. This session explores how to build structured, efficient, and high-quality questionnaires using AI features fully integrated into the tool. You’ll learn how the assistant helps streamline the research process, from ideation to question phrasing, all within minutes. The session includes a live demonstration and a sneak peek at upcoming AI-powered capabilities.

Speaker:
Leander Pas is Head of Sales at Survalyzer Netherlands. His background in research and technology helps him identify the best use cases and recommend optimal survey solutions for clients across sectors.

Track: Data Engineering & Science

The details of this session will be shared soon. Expect a relevant, practice-based contribution around data, AI, or analytics. More information will follow as the program is finalized.

Track: Business Analytics
Subtheme: Conversational AI & Customer Activation
Language: English

How do you turn your own data and AI technology into impactful marketing action? In this session, TDA Group shares how brands can use their own research and first-party data in combination with LLMs to gain deeper insights into audience behavior. Through a structured approach, they demonstrate how AI can enrich data, identify patterns, and generate relevant, scalable messaging that aligns with real consumer needs. Discover how analysis, personalization, and automation come together in AI-powered marketing that actually performs.

Speaker:
Fred Boot has over 20 years of experience in data-driven marketing and CX innovation. At TDA Group, he leads projects around LLM implementation, personalization, and activating customer insights through AI. He is co-founder of DDE (Data Decisions Engagement) and father of two daughters.

Track: Data & Strategy
Subtheme: AI-strategie & real-world toepassingen
Language: Nederlands

AI gaat verder dan ChatGPT alleen. In deze sessie laat Datacation zien hoe organisaties vandaag al waarde creëren met AI. Denk aan toepassingen zoals tekstmodellen, optimalisatie en computer vision – altijd afgestemd op de praktijk. Nick deelt lessen uit concrete klantprojecten en legt uit hoe je AI-kansen herkent, vertaalt naar business impact én borgt in een duurzame strategie. Geen toekomstmuziek, maar direct inzetbare inzichten om datagedreven werken écht vorm te geven.

Speaker:
Nick Nuijten is Business Development Manager bij Datacation. Hij helpt organisaties om AI en data in te zetten voor directe bedrijfsimpact. Met zijn achtergrond in data, engagement en marktonderzoek slaat hij bruggen tussen strategie en uitvoering.

Track: Demo/Tooling Masterclass
Subtheme: Processen & automatisering
Language: English

Short description
Fabric, Power BI, Purview and Azure Synapse — Microsoft keeps releasing new tools, and it’s hard to keep up. In this session, Rockfeather connects the dots between tools and pricing. Discover what’s truly relevant for your organization, with live demos and high-value use cases that will help you regain control of your data landscape.

Core message / takeaway
The Microsoft stack is powerful, but complex. With the right approach, you can cut through the noise, avoid budget pitfalls and build a data setup that fits your strategy, maturity and goals.

Speaker bio
Victor Vink and Robert Donker, Lead Data Architects at Rockfeather and co-owners, have delivered over 100 successful data & automation implementations. Rockfeather helps organizations become more data-driven with solutions in Data Visualization, Data Science, and Low-code Applications. This session is led by their technical specialists, who have helped companies across industries simplify complexity in the Microsoft stack and deliver measurable business value through hands-on implementation.

Track: Data Engineering & Science

The details of this session will be shared soon. Expect a relevant, practice-based contribution around data, AI, or analytics. More information will follow as the program is finalized.

Track: Business Analytics

In this client-led session, a major FMCG brand shares their real-world experiences with Tellet’s AI-moderated interview platform. What did they learn? What challenges did they face? And what value did AI bring to their research? Go behind the scenes of an innovative qualitative approach and hear what it truly takes to scale human insight—beyond the buzz.

Track: Data & Strategy

How do you organize for data-driven transformation at scale? In this session, Achmea shares insights from its ongoing transformation program, focusing on how the Data & Analytics team contributes to shaping applications and enabling change throughout the organization.

Rather than highlighting a single use case, the session reflects on what it takes to build a sustainable data foundation and drive value across departments — from mindset to tooling, and from vision to implementation.

Track: Demo/Tooling Masterclass
Subtheme: AI & Agents
Language: English

AI is more than just large language models or chatbots. In this technical yet practical session, 4Synergy reveals how Retrieval-Augmented Generation (RAG) and AI Agents form the true core of modern AI systems. You’ll learn how RAG blends search and generation for more accurate, context-aware outputs, and how agents—equipped with memory, planning, and tool access—can carry out autonomous workflows. With real code examples using tools like ChatGPT, LangChain, LangGraph, and CrewAI, this session bridges the gap between concept and implementation.

Speaker:
Gerco Grandia is a seasoned solution architect and co-founder of 4Synergy. With experience across sectors and technologies, he connects business needs with scalable, innovative AI solutions and leads organizations in building future-proof digital capabilities.

Track: Business Analytics

The details of this session will be shared soon. Expect a relevant, practice-based contribution around data, AI, or analytics. More information will follow as the program is finalized.

Track: Data & Strategy
Language: Dutch

Hoe verandert AI ons werk echt – en hoe meet je dat? YNNO deelt inzichten uit de BNW-index 2025, een benchmark met data van 100+ organisaties over werkgedrag, technologiegebruik en werkomgevingen. Aan de hand van de Rabobank-casus ontdek je hoe organisaties AI en data inzetten om beter, efficiënter en toekomstbestendig te werken.

Speakers
Marc Gravesteijn & Miran Govaakoplas – YNNO
Twee ervaren programmamanagers delen inzichten uit de Benchmark Nederlandse Werkomgevingen, met focus op data, strategie en duurzame impact van AI.

Track: Demo & Tooling Masterclass
Language: English

In an AI-driven world, qualitative human data is becoming rare — and more valuable than ever. In this session, Hans van Avendonk explores how true intelligence emerges from the balance between human nuance and machine learning. Discover why no AI model can thrive without the insights, judgement and context that only people provide.

Speaker bio
Hans van Avendonk
Managing Director, Norstat Netherlands

Hans van Avendonk helps organisations make smarter decisions with trusted, high-quality human data. With a background in strategy, marketing and data science, he has worked with leading brands such as Nationale-Nederlanden and Landal GreenParks. At Norstat, he focuses on balancing automation with insight, and using human intelligence to enhance the value of research in an AI-driven world.

Keynote | Roeland Dietvorst
Language: English

Join neuroscientist and behavioral expert Roeland Dietvorst for a high-energy closing keynote that explores how neuroscience and artificial intelligence are reshaping the way we understand human behavior and decision-making.

With a sharp sense of humor and crystal-clear storytelling, Roeland makes complex science accessible – and shows how cutting-edge insights from the brain can lead to smarter, more future-proof strategies. He’ll dive into questions like:

What is consciousness, really? How do our decisions actually take shape? And when might AI surpass human intelligence?

Expect provocative ideas, compelling data, and a fresh look at how we can better lead, innovate, and adapt in a fast-changing world.

Roeland has advised global brands like Meta, Google, Microsoft, IKEA, and Goldman Sachs, and brings both scientific depth and real-world experience to the stage.

The Relevance Group is een Europees netwerk vol gespecialiseerde bedrijven met expertise op het gebied van market research, data science, marketing technology en artificial intelligence (AI). Door verschillende datastromen slim te combineren, analyseren en te vertalen naar actie, helpt The Relevance Group organisaties kansen te benutten en waarde te vergroten in elke fase van de customer journey. Daarmee maken we samen marketing en sales niet alleen effectiever, maar ook relevanter. In de Benelux doen we dat samen met de volgende vier bedrijven: Beautiful Lives, Markteffect, TDA Group en Techonomy.

Maak kennis met The Relevance Group Benelux op het Data & Analytics Congres.