As a data nerd with more than 20 years’ practical experience in digital analytics, I have a passion for unlocking the potential of marketing and business in analytics data.

Currently a Director of Data Innovation at IIH Nordic, the company I co-founded in 2005, my job is to drive business growth for our clients through data insights. In connection with this I have worked with hundreds of analytics setups from huge B2C businesses like IKEA, LEGO and Apple to complex B2B companies like UNITY, Microsoft and GE.

I was also for almost 10 years a teacher in Google’s “Train the Trainer” program, where I taught both other agencies and Google staff, for Google, how to get operational value out of Google Analytics.

I have shared this knowledge around the world from Silicon Valley to Mumbai and from Vancouver to Dubai, always trying to make complex ideas relatable and operational.

Beyond speaking, I also serve on industry juries, boards, and educate future analysts. For more than 15 years I have tried to be an active and sharing voice in the industry by hosting, arranging, and participating in free peer events like Web Analytics Wednesday, Digital Analytics Hub, and MeasureCamps around the world.

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