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Review: WAW-CPH June 2025 – A Powerful Start to the Brand Analytics Festival

Web Analytics Wednesday Copenhagen on 11 June 2025 had a clear purpose: to open the very first Brand Analytics Festival and elevate the conversation around digital analytics, data strategy, and brand performance.

The programme featured an exceptional mix of speakers and topics:

  • Fredric Lundgren (IKEA) explored the intersection of people, synthetic data, and AI

  • Jim Kultgen (Amplitude) gave insight into how machine learning is being adopted internally and what the future of product analytics could look like

  • Panel: “The level after analytics – in the real world” with Kevin Faurholt, Brian Kjærulff, and Tine Kirkegaard brought real-world depth from enterprise and agency perspectives

  • Wojciech Zak (IIH Nordic) addressed common analytics challenges and how to solve them effectively

  • Tech Tribes were introduced — an ongoing initiative designed to embed deeper technology conversations into future Brand Leadership Community events, starting with Adobe, Amplitude, Google Analytics, and Piwik Pro

  • Sara Redin highlighted how the right questions and inclusive dialogue create real data value

  • Brian Clifton delivered a reflective and personal keynote on 25 years in the analytics space, from Urchin to Google Analytics

This event marked more than a return — it signalled a new chapter. With the launch of the Brand Analytics Festival and the introduction of Tech Tribes, the community is creating space for deeper, more sustained engagement around the technologies and practices that define our work.

About Web Analytics Wednesday Copenhagen

Since 2008, Web Analytics Wednesday Copenhagen has been a premier gathering for 2-300 analysts and marketers who are at the forefront of leveraging online data to enhance their brand’s performance. This event features both international and local Danish speakers, as well as representatives from the latest technologies, creating a dynamic and thriving community.

Up coming WAW-CPH

See the program for the next Web Analytics Wednesday CPH

Keynote Speakers

Fredric Lundgren

Data and Machine Learning Team Leader – IKEA

Fredric Lundgren is a data and machine learning leader with a passion for driving business impact through analytics, AI, and digital optimisation. As Data & Machine Learning Team Leader at INGKA Group (IKEA), he leads the Online Analytics team, enhancing online performance and advancing machine learning applications, particularly within the IKEA App.

With over a decade of experience in digital marketing, analytics, and optimisation, Fredric specialises in transforming data into actionable insights that improve business performance. His expertise spans SQL, BigQuery, Google Cloud Platform (GCP), and stakeholder management, bridging technical solutions with strategic goals.

Prior to IKEA, Fredric led digital analytics and marketing projects at Resultify and managed digital strategy initiatives at VisitSweden. He is committed to fostering a culture of trust, collaboration, and innovation, empowering teams to move from reactive to proactive decision-making.

Jim Klutgen

Product Evangelist & Strategist and Global Solution Engineer

Jim Kultgen is a seasoned analytics leader and product strategist with deep expertise in digital measurement, customer insights, and experimentation. Currently a Product Evangelist and Global Solution Engineer at Amplitude, Jim helps organisations unlock the full potential of event-based analytics to drive product and business growth.

With over a decade of experience across roles in product, marketing, and engineering, Jim has led enterprise-wide analytics initiatives at scale. During his time at Cars Commerce, he oversaw the onboarding and enablement of Amplitude, aligning data strategy across marketing, product, and finance teams while building self-service analytics culture from the ground up.

Jim’s career includes work across both client and consulting sides, including stints at Kohler, Cardinal Path, and EZLinks. He has a strong technical foundation in R, SQL, and customer data platforms. His ability to connect business goals with scalable data solutions has earned him awards and recognition for both innovation and impact.

Passionate about enablement, Jim is a frequent trainer, internal champion, and connector between teams — always focused on turning insight into action.

Wojciech Zak

Head of AI and Data Infrasturcture – IIH NORDIC

Wojciech Zak is an experienced leader in data and analytics, currently heading AI and data infrastructure at IIH Nordic. With a strong background in strategic data implementation, he has worked with some of the largest organizations in the Nordics to build scalable solutions that connect business goals with technical execution.

His expertise spans customer data platforms, analytics architecture, and AI-powered user experience modeling. Known for his practical approach and clear communication, Wojciech helps teams turn complex data into meaningful insights that support real business outcomes.

Michael Green – Co-Founder & CEO

Desupervised/Alviss.io

As a speaker Michael Green, is our feature subject matter expert in AI and machine learning with real-world applications in his presentations. With a background spanning from Special Forces to theoretical physics, Michael’s journey is as diverse as it is captivating. As a co-founder of Blackwood Seven and founder of Desupervised/Alviss.io, he has consulted for industry giants like Vodafone, Volkswagen, and Allianz.

Michael’s featured powertalk will delve into groundbreaking methodologies like the innovative CX model he crafted for Allianz, showcasing how AI can quantifiably impact brand perception and sales. His talk on the Allianz case study elucidates the transformative potential of data-driven approaches, spotlighting the creation of the Return on CX Investment metric and its pivotal role in empowering businesses to optimize resource allocation for maximum impact.

Michael’s focuses on blending theoretical knowledge with practical solutions, and how agencies can harness the power of AI for their clients.

Sara Redin

Independent Digital Consultant

Sara Redin is an Associate Partner with Bloom Digital and the Founder of Redin Consult. She specializes in bringing digital vision to life through as a project manager, product owner/product manager on strategic digital initiatives. Her perspective is customer-centric and her approach is always to ensure alignment across all stakeholders involved in an initiative, from backend-developer to customer support and sales organizations.

With over two decades of experience across digital transformation, service design, and strategic facilitation, Sara brings a unique ability to connect vision with action. Her work spans global organizations, NGOs, and public sector organizations.

Brian Clifton

Director of Data & Compliance-Search Integration

With over two decades in digital marketing and Google Analytics consulting, Brian Clifton is recognised internationally as a Google Analytics expert that has helped shape the industry. His best selling books have sold more than 100,000 copies and are used by students and professionals worldwide.

As Google’s first Head of Web Analytics for Europe (2005-8), Brian built the pan-European team of product specialists. A legacy of that work was the online learning centre and test known as the GAIQ, which has been the certification for analysts.

Panelists

Brian Kjærulff,

Consultant -Nuuday

Brian Egerup is a digital strategy and optimization expert specializing in experience decisioning, personalization, marketing automation, AI, and customer data platforms. As a Marketing Technologist at YouSee, he helps bridge the gap between data, technology, and customer experience to drive measurable business outcomes.

With over 15 years of experience across mobile, web, and marketing ecosystems, Brian focuses on implementing scalable solutions that align with user behavior and business goals.

Tine Kirkegaard

Digital Customer Engagement/ Digital Marketing, Former Novo Nordisk & Pandora

Tine Kirkegaard is a seasoned expert in digital customer engagement and marketing automation, with a strong track record across regulated industries, global brands, and fast-moving digital teams. Most recently, she served as Senior Manager for Omnichannel Customer Engagement at Novo Nordisk, where she led innovative solutions across AI-powered automation, agile development, and cross-functional collaboration.

Her previous roles at Pandora, Coloplast, and GN Group saw her driving personalisation strategies, implementing CRM platforms, and building scalable marketing automation frameworks using tools like Salesforce, Adobe Campaign, Marketo, and Eloqua.

A certified SAFe Agilist and PMI Project Manager, she combines creativity, analytical thinking, and a deep understanding of brand–tech collaboration. Whether she’s coaching teams or building automation roadmaps, Tine is passionate about creating data-driven experiences that deliver real value.

Kevin Faurholt

Senior Solutions Architect, EMEA

Kevin Faurholt is a seasoned data architect and implementation specialist with over 15 years of experience helping global enterprises unlock the power of digital data. He is currently a Senior Solutions Architect for EMEA at Lytics, where he helps brands activate first-party data through Customer Data Platforms (CDPs) to deliver personalised and privacy-respectful experiences.

Previously, Kevin spent over a decade working with Tealium, guiding implementations of their tag management and CDP solutions across Europe. His expertise spans server-side and client-side data collection, consent management, and advanced data integration. He also supported enterprise migrations during his time as a consultant for 120Feet, working across Tealium, Google Analytics 4, and Adobe Analytics.

Kevin began his analytics journey with Adobe, supporting engineering services and building niche data solutions for clients following Adobe’s acquisition of Omniture.

Your Hosts

Jomar Reyes

Brand Leadership Community – Founder & Community Manager

Over his 30 year career, Jomar has worked for global brands, agencies and technology companies. This broad exposure gives him deep insights to these three areas.

He has worked for companies such as IBM, ACNielsen, Saxo Bank, Music Tribe and has consulted to brands such as Apple, Sony, Panasonic, Dell and Bang & Olufsen. He lead the Partner Relations and Events team at IIH Nordic before developing the Brand Leadership Community in 2020. In 2023 Jomar started working full time in the Brand Leadership Community.

Steen Rasmussen

Keynote Speaker and Co-founder IIH Nordic

Steen possesses over two decades of expertise in leadership, data strategies, and community development, establishing himself as an esteemed global speaker in the field of data. He exudes confidence in his ability to drive substantial value within diverse organizational contexts.

In 2001, Steen embarked on his entrepreneurial journey by co-founding his inaugural digital agency. His foundational principle emphasized the imperative of digital solutions being intrinsically aligned with business objectives, thus prioritizing organizational goals. Subsequently, in 2005, he embarked on a new venture IIH-Nordi, co-founding another agency, driven by the aspiration to delve deeper into data analytics, unlocking the full strategic potential that it affords.

Talks from

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Program

15:00 Arrival & Check In 

15.30 – 16.00: Say Hi, with Jomar Reyes (A) & Steen Rasmussen (DK), IIH Nordic

16.00 – 16.30: Between people, synthetic data and AI, Fredric Lundgren (SE), Data & Machine Learning Team Lead, IKEA

16.30 – 16.50:  Machine Learning and AI at Amplitude: How teams at Amplitude are adopting new technology and our vision for the future of analytics, Jim Kultgen Amplitude 

16.50 – 17.20: Panel: The level after analytics – in the real world

Moderator:Jomar Reyes (AU), Community Master, Brand Leadership Community

  1. Kevin Faurholt, Contentstack
  2. Brian Kjærulff, YouSee
  3. Tine Kirkegaard, Former Novo Nordisk & Pandora 

17.20 – 17.40: Troubleshooting Analytics, Wojciech Zak (PL), IIH Nordic

17.40 – 18.10: Introducing Tech Tribes – Adobe – Amplitude – Google Analytics – Piwik Pro 

18.10 – 18.50: The Biggest Break / (& Tech Demos)

18.50 – 19.10: The Stupid question and the good dialogue, how to ensure that data creates value, Sara Redin (DK), Independent Digital Consultant

19.10 – 19.30: The future of Marketing Analytics and AI, Mike Green, Alviss

19.30 – 20.00: 25 Years of Web Analytics – from Urchin, to launching Google Analytics, to the present day. What has shaped & molded me. Brian Clifton (UK), Director of Data & Compliance, Search Integration

20.00 – 20.10: Perspectives & Closure, with Steen Rasmussen (DK), IIH Nordic

20.10 – End of the road – Networking and free hugs… 

Partners

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