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 setup 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 trying to make complex ideas relatable and operational.

Beyond speaking, I also serve on industry juries, boards, and educates future analysts and for more than 15 years I have tried to be a 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.