Review: Web Analytics Wednesday CPH 11 June 2025
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 […]
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Web Analytics Wednesday in Review
Looking back at the recent Web Analytics Wednesday in Copenhagen, it’s clear that this was one of our most dynamic and community-driven events yet.
The energy in the room was fantastic, and it was wonderful to see both familiar faces and new attendees engaging so enthusiastically. From the first welcome to the final round of applause, there was a real sense of shared purpose.
One of the standout moments was the launch of our Tech Tribes, specifically the Adobe, Google, and Amplitude breakout sessions. These peer-to-peer sessions really captured the spirit of the event, enabling attendees to connect deeply over shared challenges and tools that shape their daily work.
It was also the first time Supermetrics partnered with one of our events, and they brought incredible energy to the room. Their involvement elevated the entire experience, particularly through Evan Kaeding’s talk, which traced Supermetrics’ journey from a bold startup idea to a global data infrastructure leader. His message about bridging complex analytics with actionable strategy resonated strongly with both agency professionals and brand-side analysts.
Another highlight was Luiza de Lange’s keynote from Stockholm. Blending personal storytelling with sharp insights, she explored how to build experimentation maturity across organisations and reminded us that data-driven growth is as much about culture as it is about tools. Her talk sparked valuable conversations on how we, as a community, can further embed experimentation and learning into our work.
Speakers
Luiza de Lange
Head of CRO, LeoVegas Group
Luiza de Lange is an experienced digital leader specialising in conversion optimisation, data-driven experimentation, and cross-functional strategy. As Head of CRO at LeoVegas Group, she leads a team of CRO professionals focused on maximising engagement and performance across digital touchpoints through analytics, A/B testing, and continuous UX improvements.
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.
Luiza is passionate about breaking down silos, driving performance through collaboration, and translating complex user behaviour data into clear, actionable strategies. Certified through Google’s Squared Online programme, she is a recognised changemaker in data-led marketing and customer experience.
At Web Analytics Wednesday, Luiza will share practical insights on building experimentation maturity and creating a culture of learning through analytics.
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Evan Kaeding
Global Director of Solutions Engineering, Supermetrics
Evan Kaeding is an experienced analytics and solutions engineering leader working at the intersection of marketing, data infrastructure, and business strategy. As Global Director of Solutions Engineering at Supermetrics, he leads a global team helping organisations design scalable data solutions and unlock the value of their marketing data.
Over the past 11 years, Evan has worked with startups, agencies, and enterprise platforms to bridge the gap between data complexity and practical decision-making. Before joining Supermetrics, he held key technical and leadership roles at companies including Wieden+Kennedy, Cooladata, and Billy App, supporting clients across media, gaming, e-commerce, and finance.
Evan is known for translating complex technical challenges into clear, outcome-driven strategies. He brings a practitioner’s mindset to data problems, with a passion for enabling better decisions across all levels of an organisation.
Frederik Werner
Practice Lead, Analytics & Tag Management, FeldM
Frederik Werner is a seasoned digital analytics leader specialising in Adobe Analytics and Customer Journey Analytics, with extensive experience designing scalable analytics architectures and tag management frameworks for global enterprises.
A career spanning key roles at Unitymedia (now Vodafone), RTL Disney, and DHL. An Adobe Analytics Champion, Community Advisor, and two-time User Group lead, Frederik also creates original content on digital analytics and data science through his Full Stack Analyst blog and runs hands-on Masterclasses on Adobe Analytics and Customer Journey Analytics. He is passionate about breaking down silos between technical and business teams, driving experimentation through rigorous A/B testing, and translating complex user-journey data into clear, strategic recommendations.
At Web Analytics Wednesday, Frederik will share practical insights on architecting robust analytics infrastructures, best practices for leveraging Customer Journey Analytics, and strategies for embedding analytics maturity within large, distributed organisations.
Julianna Sawma Hauswirth
Account Manager – Partnership & Growth, IIH Nordic
Julianna Sawma Hauswirth is a rising leader in data-driven marketing, known for helping brands bridge strategy and analytics to drive real business impact. As Account Manager at IIH Nordic, she partners with multinational clients to design and manage advanced analytics and digital marketing projects—aligning insights, tools, and customer-centric strategies to fuel growth.
Julianna plays a key role in managing IIH’s strategic partnership with Google, overseeing GA360 and Google Cloud initiatives in marketing analytics. Her recent speaking engagements include thought-provoking talks at Google Denmark and Web Analytics Wednesday, where she has showcased how brands can implement AI-driven personalization and take a people-first approach to analytics.
With a strong background in project management, client success, and marketing technology, Julianna brings a blend of technical fluency and clear communication to complex challenges. Her passion lies in making analytics approachable and actionable for brands navigating rapid digital change.
Panelists
Robert Alexander Johnson
Insights & Activation Leader, Brand Leadership Community
With nearly three decades in analytics and activation, Robert Alexander Johnson has pioneered media-planning analytics at Young & Rubicam Nordic Media and led Insights & Activation at IIH Nordic. Now at Brand Leadership Community, he develops programs that unite marketing, analytics, and leadership—implementing Adobe Analytics solutions, tag-management frameworks, and big-data integrations to drive measurable ROI for over 100 companies.
As a panelist, Robert will share actionable approaches for closing the gap between analytics strategy and activation, building test-and-learn cultures, and crafting activation roadmaps that embed analytics leadership across distributed teams.
Martin Madsen
Global Analytics & Measurement Officer, UNHCR
Martin Madsen serves as Global Analytics & Measurement Officer at UNHCR, based in Copenhagen, where he’s spent over a decade bridging technical data engineering with strategic analytics. He leads a distributed team that delivers cloud-native data platforms, real-time streaming pipelines and enterprise measurement frameworks—empowering more than 370 stakeholders across 25 countries to make data-driven decisions in humanitarian operations.
Prior to this role, Martin was UNHCR’s Associate Digital Tracking Officer, architecting tagging and tracking strategies for digital engagement, and earlier managed analytics activation programs that connected raw data to mission-critical insights. He’s built end-to-end analytics ecosystems on AWS, Azure and Google Cloud, leveraging tools like Kafka, dbt and Power BI to streamline ingestion, transformation and visualization at scale.
Passionate about secure, compliant and agile analytics in complex environments, Martin champions robust governance models and real-time orchestration to maintain data integrity. As a panelist at Web Analytics Wednesday, he’ll share practical guidance on architecting resilient analytics infrastructures, operationalizing streaming data for rapid insight and embedding measurement best practices within large, regulated organizations.
Rasmus Harsaae
Global Ecommerce Analyst, Pandora
Rasmus Harsaae is a results-driven commercial analytics professional with over eight years of experience in data analysis, project management, and e-commerce consulting. In his role as Global Ecommerce Analyst at Pandora, he spearheads initiatives to optimize digital performance and customer experiences across multiple markets, harnessing insights from web, mobile, and transaction data to guide strategic decisions.
Before joining Pandora, Rasmus designed and delivered advanced reporting solutions and predictive models for leading retail and travel brands, driving revenue growth and operational efficiencies. He’s adept at SQL, Python, and modern analytics platforms, and excels at translating complex datasets into clear, actionable recommendations through collaborative, cross-functional engagement.
At Web Analytics Wednesday, Rasmus will share hands-on approaches for unifying commercial and user-behavior analytics, best practices for governing cross-border data projects, and techniques to align e-commerce measurement with broader business goals for sustained growth.
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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.
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.
About Web Analytics Wednesday Copenhagen
Since 2008, Web Analytics Wednesday Copenhagen has been a premier gathering for 200-300 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.
Humletorvet 3
Copenhagen 2200 Denmark
Date/Time
24 Sept 2025
15:00 – 21:00
Partners
GOLD PARTNER
SUPPORTING PARTNER
Program
15:00 Arrival, connecting & drinks
15:30 Say Hi, with Jomar Reyes (A) & Steen Rasmussen (DK), IIH Nordic
16:00 Keynote: Finding Your Way in Analytics – Frederik Werner (DE), Adobe Consultant & Analytics Evangelist, FELD M
16:30 It’s all about your connections – Evan Kaeding (US), Global Director of Solutions Engineering, Supermetrics
16:45 Panel: Preparing for a life with data
• Moderator: Robert Johnson
• Martin Madsen
• Astrid Illum
• Rasmus Harsåe
17:10 Sources of pain, campaign tracking considerations – Julianna Sawma Hauswirth, Account Manager – Partnership & Growth, IIH Nordic
17:25 Introducing Tech Tribes – Breakout 2.0
• Adobe: Brian Egerup Kjærulff
• Google: Martin Madsen
• Piwik: Fabrizio Bianchi
• Amplitude: Tommi Palasvirta
17:50 Break
18:45 Event Updates – ANNOUNCING ANALYTICS.DEV
Update of events around the corner, Superweek dates 2-6 Feb, Measurecamp Malmo, Women in Digital Analytics Nordics, TechWomen CPH, Women in Product, eHandels Konferencen.
19:00 Test for success – Luiza de Lange (SE), Head of CRO, LeoVegas
19:30 Perspectives & Closure – Steen Rasmussen (DK), IIH Nordic
19:40 Making connections
21:00 End
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Review Web Analytics Wednesday CPH 20250924 WAW CPH
Web Analytics Wednesday in Review Looking back at the recent Web Analytics Wednesday in Copenhagen, it’s clear that this was one of our most dynamic and community-driven events yet.
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