About Martech & Web Analytics Wednesday Copenhagen

Martech & Web Analytics Wednesday brings together marketers, analysts, technologists and digital leaders to explore the future of marketing technology, customer data, AI and analytics.

Building on Copenhagen’s long-running Web Analytics Wednesday community (Since 2008), the event delivers practical insights, inspiring speakers and valuable networking for professionals shaping the future of digital marketing and customer experience.

Brand Experience Mastermind is a part of:

30. September – 01 October 2026

Save the date

30 September 2026
15:00 – 21:00

Book Your Free Ticket

PROGRAM

ARRIVAL & WELCOME

15:00 — Doors Open & Registration

15:30 — Welcome to Martech & Web Analytics Wednesday

SPEAKER SESSIONS

16:10 — From WA to DA to AA: The Journey of the Analyst Is Built on Evolution
Matthew Niederberger
Fractional Martech Consultant, Martech Therapy

16:30 — A Powerful Mix: Product Mindset and Data Platform Coming Together to Enable Scalable Analytics and Quality AI
Marta Florentyna Saratowicz
Portfolio Lead, Data Products, Danske Bank

16:50 — Speaker Session
Speaker and session details to be announced

PEER EXCHANGE & NETWORKING

17:10 — Peer-to-Peer Circles

17:50 — Dinner & Networking

BREAKOUT TRACKS

From 18:50, the programme splits into two parallel tracks. Attendees can choose between the Data & AI Track and the Martech Track.

DATA & AI TRACK

18:50 — Data & AI Session
Emelie Persson
BLC

19:10 — Semantic Models: From Business Context to Deployment
Piotr Gruszecki
Enterprise Data Solution, Altmedia

19:30 — Data & AI Session
Speaker and session details to be announced

MARTECH TRACK

18:50 — Martech Session
Speaker and session details to be announced

19:10 — Speaker Session
Niels Tybjerg
Head of MarTech, Forte Advice

19:30 — Career Retrospective: Start, Stop, Continue
Nicola Strand
Insights Director, GUT Copenhagen

EVERYONE REUNITES

19:50 — Session
Details to be announced

20:10 — Closing Session
Matz Lukmani
Product Lead, Google Inc.

20:50 — Closing Remarks
Steen Rasmussen

21:00 — Dinner & Networking

Partners

GOLD PARTNER

Supermetrics

SUPPORTING PARTNER

Alviss AI logo

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

Speakers

Matthew Niederberger (NL)

Fractional Martech Consultant

Martech Therapy

Matthew Niederberger is the founder of Martech Therapy and a Fractional Martech Consultant with over 20 years of experience helping organizations get more value from their marketing technology. He specializes in Customer Data Platforms (CDPs), customer engagement, and data-driven transformation, guiding businesses through complex technology decisions with practical, business-focused solutions.

Throughout his career, Matthew has worked with organizations to simplify Martech ecosystems, improve customer experiences, and build stronger data foundations that support long-term growth. Known for his clear, pragmatic approach, he enjoys turning complexity into actionable strategies that teams can confidently put into practice.

Beyond consulting, Matthew regularly shares his expertise through industry conversations, workshops, and thought leadership, helping marketers stay ahead in an ever-evolving digital landscape while making smarter, more informed technology decisions.

Marta Florentyna Saratowicz (DK/PL)

Data Strategy & Product Leader 

Danske Bank

Data is only valuable when it enables better decisions and that’s exactly where Marta Florentyna Saratowicz focuses her work. As a Portfolio Lead within Data Products CoE at Danske Bank, she brings together data, technology, and business strategy to enable others to build products and capabilities that create lasting impact.

With experience spanning banking, retail, and digital transformation, Marta has led cross-functional initiatives in data strategy, tracking and measurement, marketing analytics, and product development. She is passionate about translating complex business challenges into impactful, scalable solutions while fostering collaboration across teams and disciplines.

Known for her strategic mindset and hands-on approach, Marta believes that successful data organizations are built not only on technology, but on strong leadership, curiosity, and a shared commitment to continuous improvement.

Piotr Gruszecki (PL)

CEO

Altmedia

Piotr Gruszecki helps organizations unlock the full potential of their data by designing enterprise solutions that are both scalable and business-driven. At Altamedia, he works at the intersection of data strategy, cloud technologies, and digital transformation, enabling companies to build modern data ecosystems that support smarter decision-making.

With extensive experience delivering enterprise data solutions across complex organizations, Piotr combines deep technical expertise with a strong understanding of business needs. His work focuses on creating reliable data foundations, optimizing architectures, and helping teams turn information into measurable value.

Driven by a passion for innovation and continuous learning, Piotr enjoys tackling complex challenges and exploring new technologies that shape the future of data. He believes that the most successful solutions are built through collaboration, curiosity, and a clear focus on solving real business problems.

Nicola Strand (UK/DK)

Insights Director

GUT Copenhagen

Nicola Strand is an Insights Director at GUT Copenhagen, where she helps pharmaceutical and medtech companies transform customer data into strategies that drive meaningful business impact.

With over 15 years of experience in marketing, consumer insights and strategy, Nicola has built a reputation for making complex findings accessible and actionable. She is passionate about understanding people beyond the numbers, believing that the most valuable insights come from combining analytical thinking with genuine human curiosity.

Alongside her work with global brands, Nicola is a frequent speaker and advocate for more authentic leadership, sharing her experiences around confidence, personal growth and overcoming imposter syndrome.

Matz Lukmani (EMEA)

Google Inc, Product Lead

Google

Matz Lukmani is the Product Lead at  Google focusing on the Europe, Middle East and Africa markets and is based in London. He leads product strategy YouTube & AI Ad Creatives and had lead launch and rollouts for Performance Max and Demand Gen campaigns,  Attribution solutions across Google Ads, Search Ads 360, and Google Analytics. With over more than a decade at Google, he has worked on products including Google Analytics 360, Firebase Analytics, and Google’s advertising platforms, helping shape the future of digital marketing and measurement.

Before joining Google, Matz held leadership roles across analytics, consulting, and digital marketing with organizations including SAP, PwC, Bristol-Myers Squibb, Toys “R” Us, MediaCom, and Triad Retail Media. His experience spans product strategy, AI-driven advertising, measurement, and creative effectiveness, always with a focus on turning emerging technologies into practical business value.

A frequent speaker at international conferences, Matz enjoys sharing insights on digital advertising, analytics, AI, Creative Process and the future of marketing. He is passionate about helping organizations navigate an increasingly complex digital landscape while building strategies that deliver measurable business impact.

Niels Tybjerg (DK)

Head of MarTech

Forte Advice

Niels Tybjerg is Head of MarTech at Forte Advice, where he helps organizations bring together technology, data, AI, and creativity to build more meaningful customer experiences. Passionate about the intersection of marketing and innovation, he works with businesses to turn complex digital ecosystems into practical solutions that deliver measurable value.

With a career spanning digital strategy, marketing technology, and customer experience, Niels has advised organizations on navigating digital transformation while staying focused on real business outcomes. His work combines strategic thinking with a hands-on approach, helping teams embrace new technologies without losing sight of the people they serve.

A frequent writer and speaker on Martech and AI, Niels is known for making emerging technologies approachable, inspiring marketers to experiment, adapt, and confidently embrace the future.

Your Hosts

Steen Rasmussen

Head of Brand Analytics Section and Co-founder BLC

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.

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Juliana Jackson

Data Strategy & Experimentation Practice Lead, Media.Monks EMEA

Juliana Jackson is a digital experimentation and analytics leader with over 14 years of experience optimizing web and mobile experiences. At Media.Monks EMEA, she architects and governs end-to-end experimentation programs—combining tag management, AI-driven personalization, and robust measurement frameworks—to drive engagement and revenue growth for global clients.

Previously, Juliana was Growth Product Manager at CXL and held senior roles in product marketing and analytics consulting, where she developed customer lifetime value models, RFM segmentation strategies, and mobile optimization roadmaps. Known in the industry as “The CLV Lady,” she hosts the Standard Deviation Podcast and regularly shares thought leadership on knowledge graphs, data activation, and experimentation best practices.

As a panelist at Web Analytics Wednesday, Juliana will offer actionable frameworks for aligning experimentation with overarching data strategy, leveraging AI to uncover deeper user insights, and building scalable, secure analytics infrastructures to support fast-moving eCommerce and SaaS environments.