Roundtable Discussion Leaders

Tim-Fabien Pohlmann - Director of Marketing BI, HelloFresh

Tim is the Director of Marketing BI at HelloFresh, a meal-kit provider with operations in Canada, Western Europe (including Germany, Switzerland and the UK), New Zealand and Australia. HelloFresh is the largest meal-kit provider in the United States. In this role Tim is responsible for HelloFresh’s entire marketing analytics, consumer profiling and success monitoring.

Tim is a passionate analyst in heart with over eight years’ experience in various analytics managerial roles. Prior to that Tim worked for 10 years as a researcher, software engineer and senior consultant in Europe, Africa and Asia.

Tim holds a bachelor’s degree in mathematics and statistics (Paris) and a master’s degrees in economics and machine learning (Berlin).

Allison Ma – Head of Data Science, Wagestream

Allison Ma is the Head of Data Science at Wagestream. Wagestream is a fintech start-up that allows employees to stream earned wages whenever they need. Allison is responsible for making teams more data-driven and helping Wagestream understand its financial impact on users.

Previously, Allison worked in the gaming industry, measuring game economies at GSN Games and researching how streamers grow at Twitch (an Amazon subsidiary).

Allison holds a BS in Decision Science at Carnegie Mellon University.

Tom Betts – Chief Data Officer, Financial Times

Tom Betts is Chief Data Officer at the Financial Times. He is a member of the FT Board and leads the FT’s data capability and strategy. This involves working with a global team to support all parts of the organisation in their use of data to improve and optimise their work.

Tom previously held positions at FT’s former parent – Pearson – as VP Analytics, building analytics teams across a range of educational businesses. Prior to that he was Head of Data Analytics for, having joined the FT in 2009. He was instrumental in establishing data as a core competency for the Financial Times and grew a team who have successfully catalysed the use of data in decision making right across the organisation.

Prior to the FT, Tom worked in a consultancy capacity delivering large scale data mining projects in several industry sectors.

Sandra Kampmann – Head of Insight & Analytics,

Sandra Kampmann leads the Insight & Analytics team at Her goal is to make ASOS a business led by data and customer centric insight while enabling her team to develop and work as efficiently as possible. Sitting within the Finance directorate, Sandra and the team are responsible for driving long term profitable growth within the business, focussing on embedding insight in retail, marketing and customer strategy as well as product analytics and experimentation. She works closely with the data and AI teams, helping to build a community focussed on pushing a data first and self-serve mentality across the wider business. She sees her team as the go-to experts for understanding data, supporting with interpretation while constantly pushing for new sources and new methodologies.

Prior to her role in analytics, Sandra was part of the Commercial Finance team at ASOS, helping the business stay focussed on profitability and growth with commercial awareness. Bringing an understanding of profit into insight and analytics is a further focus her.

Sandra holds a Diploma in Economics from the University of Ulm, Germany.

Sid Shah – Global Head of Analytics & Insight, Condé Nast International

Sid is Global Head of Analytics & Insight for Condé Nast International based in London. He leads a team of analysts servicing brands including Vogue, GQ, Wired, Glamour and Vanity Fair. Sid’s focus is both on providing operational support for CNI’s digital platforms and social channels as well as delivering analytics innovation. This involves redefining and driving audience centric KPI's using integrated research and digital data.

Prior to Condé Nast International, Sid worked in analytics both inhouse and agency side for business in the retail and finance sectors. In these roles he helped develop digital measurement frameworks, improve data collection via enhanced tracking and integration and delivered insights driving digital strategies.

Sid holds a BSc in Physics from University of Mumbai and a Programming Diploma in Ecommerce Technologies from the National Institute of IT.

Yael Farkas – Team Lead Digital Intelligence, Parfümerie Douglas

Yael is the Team Lead Digital Intelligence at Parfümerie Douglas, an international perfumery chain.

In this position Yael is responsible for digital analytics concepts as well as reporting, analysis and consulting on digital analytics data across the group.

Yael gained her first experience in the field of mobile user interaction as part of the EU-funded research project Citizen Media. Following that experience, she moved to edicos Group (now part of neusta)where she was initially a project manager and later an online marketing and digital analytics consultant.

Yael studied business administration with a focus on media management, marketing and market research and economic and social psychology at the University of Cologne.

Ian Thomas – Chief Data/Analytics Officer, ITDC

Ian Thomas is a twenty-year veteran of the Data and Analytics industry. He cofounded one of the industry's first Web Analytics firms in London, and has held senior data leadership roles for Microsoft and Publicis Groupe, dealing with some of the world's largest and most complex datasets, and building effective cross-functional teams to bring data to life. He now acts as a "Chief Data Officer at large", helping companies build world-class data organisations that can bridge the gap between data and the people who need to use it. He writes about the challenges of effective data practice at, and is a regular speaker at industry conferences.

Declan Owens, Digital Analytics Expert, AT Internet

Experienced in digital project management and solutions, Declan has been working in Digital Analytics for several years now and gained enough knowledge to be recognised as an expert by his peers. Declan first started in traffic management in a digital communication agency mostly working on strategies for digital platforms to acquire quality traffic via SEO, online advertising, social networks, etc. Declan then decided to specialise in digital analytics by joining AT Internet, a leading vendor on the market. After becoming an expert on the Analytics Suite, while managing several large analytics projects internationally and leading teams of consultants, Declan has acquired a complete knowledge of how to answer business needs thanks to data. He permanently upholds a philosophy of sustainability in his counsel, going beyond the pure technical aspects of the job, reaching out further and solving problems on topics such as privacy or company management.

Ole Bahlmann - Head of Data, Asana Rebel

Ole is Head of Data at Asana Rebel, a Berlin-based start-up for a healthy lifestyle. He is a seasoned digital strategist and analyst who has been working with information technologies since 2001. He spent four years at SoundCloud, the world’s leading audio platform, leading a team of analysts and building the analytics and business intelligence infrastructure. He was VP of Insight at EyeEm, a Berlin mobile photography start-up, before working as a freelancer for various start-ups and agencies.

Ole has a degree in Applied System Science from the University of Osnabrück.

James McCormick – Principal Analyst, Forrester

James serves Customer Insights Professionals. He is the leading global analyst tracking and defining the value and impact of digital customer information on digitally transforming businesses. His digital intelligence models recognize the big data and advanced analytics approaches that transformed businesses have taken to continually optimize and evolve decisions, experiences, and actions. With his research and experience, he works with senior leaders on insights strategies for sustained market differentiation. James also works with all sizes of technology and services vendors in the digital data, analytics, personalization, and optimization space to define their business strategy, go-to-market, and product road maps.

His responsibilities at Forrester include leading the research on digital intelligence, insights-driven business, and location intelligence; providing end user and vendor strategic advisory; keynoting at industry events; and maintaining a role of key market influences in his field.

Prior to joining Forrester, James held several leadership posts running consulting teams that delivered marketing, eCommerce, location intelligence, and performance management solutions and services.

Andrea Mestriner, Global Head of Analytics, Marketing & Customer Products, YOOX NET A PORTER GROUP

Andrea Mestriner has over 14 years’ experience in the ecommerce domain spanning technology, product management, data and analytics. Andrea founded his product recommendation start-up in the US. In 2009 Expedia acquired his company. Subsequently, he joined Expedia where he fulfilled a host of roles in platform technology integration, product management (both customer and supplier focus) and finally in website and mobile apps optimisation where he had an active part in building the data platform to enable a fast integration of various datasets from the different tools used to monitor customer feedback, customer experience, website/apps performance to identify “frictions” to purchase and increase revenue and customer satisfaction.
While at Expedia he cultivated his interest in customer and marketing analytics and the need to apply a growth mindset to this domain.

Andrea then joined European tech giant Just Eat where he held the role of Head of Data Analytics, Visualisation & Experimentation. At Just Eat he built a team of 24 professionals covering all aspects of analytics and visualisation. He also developed the company’s experimentation centre of excellence from scratch.

Currently he is the Global Head of Analytics for online high fashion retailer YOOX NET A PORTER GROUP. He is tasked with transforming the group’s analytics and digital marketing infrastructure to enable more effective data utilisation and a customer-led sales strategy.

Steffen Methling – Sr. Business Analyst Personalization & Owned Media, OTTO

Steffen started his digital analytics career selling analytics software at German web analytics vendor etracker ten years ago. Moving through analytics product strategy to the customer side at German E-Commerce player OTTO in Hamburg, he kept his passion for selling, now trading insights and digital ideas. Steffen is currently one of the lead analysts in OTTOs owned media personalization program.

Kevin Holler – Alliance Manager, Fivetran

Kevin is an entrepreneur, ex-founder, full-stack developer and aspiring data scientist. Kevin currently leads Fivetran growth in DACH and Benelux through partnerships. He has 10+ years collective experience in helping Silicon Valley startups expand in EMEA, and founding multiple tech startups as CTO/CEO.

Dan Grainger – Analytics Manager, Bourne Leisure

Dan is a widely experienced digital analytics and optimisation specialist, currently with Bourne Leisure (more readily recognised as Butlin’s, Haven and Warner Leisure Hotels). The group is embarking on a digital transformation, with Dan on board to help build and develop analytical capabilities.

Prior to Bourne, Dan came from a background in academia and credit card analytics. He has since spent the last 12 years in digital analytics and optimisation roles with a variety of large and small companies across different verticals, Experian, Virgin Media, TUI and ASOS among them. Dan has even spent a period consulting for two very familiar names in our field, namely Michael Feiner and Peter O’Neill – he’s still trying to figure out what sin he committed to deserve that. Away from work Dan is a committed family man, enjoying life with his wife and two young sons while battling the inevitable sleep deprivation. He is originally from the ‘Black Country’, the middle of England – be prepared for the dulcet tones of his accent!

Ben Stephens, Senior Manager, Digital & Performance Analytics, Burberry

Ben is Senior Manager, Digital & Performance Analytics at Burberry where he has spent the past two years growing the impact of the team within the business. His focus, while rooted in Digital, spans the customer journey encompassing Digital Product & UX, Trade, Marketing, Customer Analytics and Testing. The new direction for Burberry following the arrival of a new Chief Creative Officer has redoubled the focus on the customer and truly understanding how to deliver a luxury experience to the new breed of Burberry customer, which is now the CCO’s primary goal.

Prior to Burberry Ben spent five years at ASOS where he began their Digital Analytics practice and grew the team as he worked his way through the ranks introducing core data competencies into the rapidly expanding business.

With over 12 years in Digital Analytics, primarily within eCommerce, Ben is an experienced leader in the field and excited to better understand other verticals and how they leverage data powered problem solving.

Marc Preusche – Managing Director, DEPT

Marc is managing director of Dept, a digital agency of over 1500 experienced thinkers and makers that merges creativity, technology, and data. Before Dept he founded LeROI, a consultancy focussed on data and its usage, especially in digital marketing: Analytics, business intelligence, data science, CRM and online/mobile/app marketing. He helped companies to use their data properly in understanding their customers. This is exactly what Marc has also been doing at Dept since LeROI joined the agency in 2019.

Tim Baird - Director of Sales EMEA, ObservePoint

Tim Baird is the Director of Sales for ObservePoint’s EMEA branch and has been in the analytics space for the past four years. Before joining ObservePoint, Tim lived in the US, South Africa and most recently Dubai. At ObservePoint, Tim leads a team who helps data-driven companies achieve their goals through automation, trusted data and actionable insights.

Michael Böhme - Team Lead, Insights & Decision Support Products, Zalando

Michael leads Zalando’s CRM Analytics Team and together with his team operates at the intersection of Customer Development, Direct Marketing and Digital Product Management.

Michael was Zalando’s first web analyst at the time when Zalando was aggressively expanding into new categories and international markets. He rose through the ranks to lead Zalando’s Digital Analytics team.

He then served as programme manager for ML Enablement followed by team lead for Direct Marketing Operations. His varied experience gives him a broad and unique perspective on Zalando’s data requirements and challenges.

Michael holds a diploma in Business Administration from the Goethe University Frankfurt.

Till Büttner – Head of Web Analytics, Deutsche Post DHL Group

As the Head of Web Analytics within the Digital Customer Interaction Department at DHL, Till is responsible for making better decisions by using digital data and analytics. From conceptualising digital analytics to gaining insights for stakeholders, Till and his team provide analytical expertise for DHL. Among other things, this includes measuring all of and other DHL touchpoints, analytics implementations, A/B testing and reporting.

With over 15 years of experience in IT environment and digital marketing space, Till has developed an intuition in transforming data into storylines. After studying media management and communication design, Till worked for different digital agencies and blue chip companies as an UX designer and digital analyst.

Simon Pilkowski - Boeheringer Ingelheim

Simon is the Global Lead Digital Performance Management within Boehringer Ingelheim’s Animal Health Business Unit and a member of the Global Digital Team which is part of the Global Strategic Marketing. In his role Simon is managing the Digital Analytics capability for the entire Business Unit which spans managing business processes, training and delivering insights across all business segments (B2B & B2C) throughout all regions. As an Analyst he is driven by the passion to manage the interception of Business and IT with a solid track record of enabling people, processes and platforms to establish analytics within Marketing organizations. In addition he is lecturing Performance Marketing at two Schools of Applied Science in Germany. Simon holds a degree in Media Technology (OTH Amberg-Weiden) and a Degree in Media Didactics (FAU Erlangen-Nürnberg). See also

Workshop Leaders

Julia Jakubiek – Digital Data Expert, ABN AMRO

Julia has over 18 years international experience working in five countries across Europe.
She is currently a Digital Data Expert at the International Private Banking division of Dutch Bank ABN AMRO in Amsterdam. She previously worked in the media and telecom businesses with The Economist Group and Veon.

Julia brings a wealth of experience in setting up reporting processes for multimillion content marketing programmes, managing in-house and outsourced teams to deliver client reporting and leading analytics on optimisation of media usage and insights into new media product opportunities.

Julia strongly believe in simple, yet effective balanced scorecards with clear KPIs and learnt quite a lot on how to create them. She is looking forward to sharing her experience with you.

Steen Rasmussen – Head of Analytics & Senior Partner, IIH Nordic

Steen is an international keynote speaker and a recognised analytics educator. He has shared his thoughts and insights on analytics from Silicon Valley to Mumbai. His clients include both big internationals such as Microsoft, Apple, LEGO, Ikea and Merck alongside smaller, more specialized organisations. Steen has won multiple nominations by the Digital Analytics Association (DAA) in both categories of Difference Maker and Practitioner of the Year. IIH Nordic is a leading digital and analytics agency in the Nordics. Voted seven years in a row to the top Danish data agencies list. It was nominated by the DAA as best agency in the past four years for its continuous focus on combining digital analytics data directly to business impact through activation. It has also won Best Place to Work in Denmark for the past three years.