From Analytics to Experimentation: How Luiza de Lange Built a Career Bridging Data and Business
Jomar Interviews Luiza de Lange
In the lead-up to Web Analytics Wednesday Copenhagen, I had the opportunity to speak with Luiza de Lange, Head of CRO at LeoVegas. What followed was not just a conversation about conversion rates or analytics implementation, it was a reflection on leadership, learning, and the evolving role of experimentation within modern organisations.
Luiza’s story stood out not because of a conventional rise through data science ranks, but because of her ability to bridge the technical and the strategic, a perspective shaped by diverse experiences across e-commerce, telecom, agency, and gaming.
Learning Leadership Through Doing
Luiza began her career in physical marketing, working with in-store promotions, product catalogues, and merchandising. Her transition into digital came not through formal retraining, but by necessity and curiosity. At Electrolux, she moved into a content management role that included a small bullet point in her job description: “manage analytics.” This footnote became a pivot point. Without a formal background in data science, she learned analytics by working closely with external consultants and eventually leading them. Her learning model was inverted: she led by learning from her team, a dynamic that defined much of her leadership approach going forward.
Scaling Experimentation from the Inside
Over the course of nine years at Electrolux, Luiza progressed from content to data to experimentation, eventually leading teams responsible for both analytics and CRO. Her deep institutional knowledge of the company, paired with her ability to translate technical insight into business action, made her a key figure in driving digital maturity across 14 markets and 90 websites. But after nearly a decade, she recognised the need to stretch beyond the familiar. Moving to the agency side allowed her to test her skills in new contexts, across multiple business models, and gain perspective on what different companies and industries valued in their data practices.
A Reality Check on Data Maturity
It was during this period that she saw the contrast between perceived and actual data maturity. “I always thought we were behind at Electrolux,” she shared. “But once I saw how other companies operated, I realised we were far ahead in many areas, especially around infrastructure and scaling.”
Experimentation Across Industries
Her time at Tele2, a telco provider, and now LeoVegas, an online gaming platform, further diversified her view. Across these roles, she noticed how experimentation strategies had to evolve in response to the nature of the product, user behaviour, and regulatory constraints. In e-commerce, most users are logged out; in telecom, it’s often a 50/50 split; in igaming, more than 90% of traffic is logged in. These differences reshape everything from personalisation strategy to test design.
Adapting to Regulatory Realities
At the end of the day, it is about finding the balance of ensuring responsible gaming without compromising user experience. Being compliant, following the regulations and offering a safe environment for players are focus areas at Leovegas. Now, there might be different UI executions of being compliant. It requires a super close dialog with compliance teams, and an experimentation approach/ collaboration between CRO, design and PMs.
Building Bridges Between Analysts and Executives
What makes Luiza’s approach stand out is her focus on accessibility and communication. She speaks both “analyst” and “executive,” translating between technical stakeholders and business leaders. This ability, honed over time, has proven more critical than any single tool or platform.
“A lot of my work is about bridging language,” she said. “Helping analysts see the business impact, and helping business stakeholders understand the structure and limitations of data.”
Embracing the Imposter Within
Her reflections on imposter syndrome were equally instructive. Rather than seeing it as a barrier, she treats it as a byproduct of continuous learning. “Every day there’s something I don’t know,” she noted. “But the good people in analytics and CRO communities are usually humble. We all started somewhere.”
A Leadership Model for the Brand Analytics Community
As Web Analytics Wednesday continues to evolve, especially with its integration into the broader Brand Analytics Festival, we need more voices like Luiza’s. Her story reminds us that leadership in data isn’t about having all the answers. It’s about asking the right questions, building the right bridges, and never underestimating the power of cross-functional understanding.
5 actionable tips
for Analytics and CRO professionals, inspired by my conversation with Luiza de Lange:
1. Experiment Beyond the Product Team
“You basically can experiment in whatever channel you work in,” Luiza said. This means CRO professionals should partner with teams in content, paid media, and customer operations to embed experimentation across the organisation.
Tip: Proactively seek out cross-functional projects where experimentation could add value. Don’t wait to be invited.
2. Speak Both ‘Business’ and ‘Data’
Luiza credits her success to being able to “bridge both” the analyst and business worlds.
Tip: Develop fluency in both technical analytics and business objectives. Being a translator between teams will amplify your impact.
3. Know Your Context Before You Test
From e-commerce to gaming, logged-in vs logged-out traffic drastically changes how you run and interpret experiments.
Tip: Always assess your organisation’s traffic environment and regulatory landscape before applying any standard testing framework.
4. Data Maturity Starts With Trust
“You cannot answer all business questions with just one data set,” Luiza shared. A mature data culture accepts this reality.
Tip: Educate stakeholders on the appropriate uses of different datasets. Create clarity about when to trust front-end vs back-end data.
5. Stay Curious, Stay Humble
Even with years of experience, Luiza admits, “Every single day, I feel like I don’t know enough.”
Tip: Cultivate a growth mindset. Surround yourself with curious people, admit when you don’t know something, and commit to continuous learning.
Luiza de Lange
About Luiza
With a career spanning roles at Tele2, Electrolux, and Precis Digital, Luiza brings a proven track record of building high-impact CRO programmes that bridge marketing, product, and data. She has led the development of personalisation strategies, experimentation frameworks, and analytics infrastructures for multi-brand, multi-platform environments.
