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.

Humletorvet 3
Copenhagen 2200 Denmark

Date/Time

24 Sept 2025
15:00 – 21:00

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Partners

Program

15:00 Arrival, connecting & drinks

15:30 Say Hi, with Jomar Reyes (A) & Steen Rasmussen (DK), IIH Nordic

16:00 Keynote: Improving Customer Experience – Frederik Werner (DE), Senior Manager, Brand Effectiveness, FeldtM

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
• Rasmus Harsåe
• Juliana Jackson

17:10 Analytics beyond the basic – Corie Tilley, Senior Analytics Engineer, 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

18:30 Measuring Media – TBA, Lego

18:45 Partner Session (TBD)

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

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.

Article

Corey Tilley

Digital Analytics Implementations Engineer, IIH Nordic
Co-founder, Women in Data and Analytics

Corie Tilley is a rising force in the analytics space, known for transforming complex technical requirements into clear, actionable solutions. As a Digital Analytics Implementations Engineer at IIH Nordic, she specialises in GA4, GTM, and building robust data infrastructures that enable meaningful insights and better business outcomes.

With a background in IT and a competitive chess mindset, Corie thrives on solving problems with precision and creativity. Her career journey—from managing shipboard IT operations to becoming a go-to expert in digital analytics—demonstrates her tenacity and technical range.

Beyond her day job, Corie is a passionate community leader. She is co-founder of the Women in Data and Analytics community in Copenhagen, core organiser of MeasureCamp Malmö, and a key figure in the Web Analytics Wednesday community. She also previously led the Next Generation section of the Brand Leadership Community.

In her talk “Analytics Beyond the Basic,” Corie will explore how practitioners can move from foundational tracking to more advanced, strategic analytics—unlocking real value across teams.

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.

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.

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.

Your Hosts

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.

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