Morten Blumensaadt (DK)

Co-founder, Usernest

Morten Blumenstaadt is CEO and co-founder of Usernest, where he helps ambitious companies collect, structure and activate high-quality data through a modern, compliant data stack.

With more than 20 years’ experience as a digital business consultant, he has worked across data strategy, e-commerce, marketing technology and growth. Previously, Morten led e-commerce at Rudolph Care and held senior strategy and analytics roles at FFW, combining data, technology and creative thinking to improve marketing performance and business results.

Why building beats buying in the modern data stack – Own Your Data, Own Your Future

For a more than a decade we were told the smart move was to buy: pick the suite everyone else picked, plug in the standard tools, trust the vendor’s roadmap, and get back to the business. It was convenient advice. It’s aged badly.

This talk is a tour through the last few years of data-stack stories the industry would rather forget — the Schrems II rulings, the Universal Analytics sunset, the overnight API extinctions, the acquisitions that turned trusted tools into someone else’s leverage, the geopolitical shocks that severed entire countries from “the cloud.” Each carries the same quiet lesson: convenience is a loan, and the interest rate is climbing.

We make the honest case for building a composable, sovereign data stack instead — owning the foundation, choosing the best tool for each job, and keeping compliance and AI-readiness on your terms. We name the trade-offs, not paper over them.

We close with a live demo: An international ecommerce company talking to their own data through Claude, with no compliance anxiety, no quality guesswork, and no analyst queue in the way.

Bring your skepticism. Leave with a clearer view of what a future-proof data foundation actually looks like — and why building it is no longer the harder path.