Thomas in't Veld, founder of Tasman Analytics, joined Yuliia and Dumke to discuss why data projects fail: teams obsess over tooling while ignoring proper data modeling and business alignment. Drawing from building analytics for 70-80 companies, Thomas explains why the best data model never changes unless the business changes, and how his team acts as "data therapists" forcing marketing and sales to agree on fundamental definitions. He shares his controversial take that data modeling sits more in analysis than engineering. Another hot take: analytics engineering is merging back into data engineering, and why showing off your DAG at meetups completely misses the point - business understanding is the critical differentiator, not your technology stack.

• Le courrier publicitaire (marketing direct) est un levier particulièrement efficace mais il souffre parfois d’un manque de projection de la part d’annonceurs, principalement ceux qui ne l’utilisent pas. Pour répondre à ce défi, La Poste Solutions Business a développé Studio IA, un outil très innovant basé sur l'IA Générative qui génère des propositions créatives basées sur un apprentissage exclusif.
• Nous reviendrons sur les étapes de l’élaboration de Studio IA, les parties prenantes internes engagées dans le projet. Nous détaillerons les partis-pris tels que la volonté de s’appuyer sur des données réelles et mesurées pour maximiser le succès des campagnes. Nous reviendrons aussi sur la nécessité de concilier éthique, responsabilité avec les performances.
• Nous partagerons la collaboration avec des clients « beta testeurs » pour affiner l'élaboration de l’outil et offrir ainsi une expérience utilisateur optimale.
• Nous conclurons par les enjeux de transformations associés à ce type de projet que ce soit en interne comme en externe.

Lors de cette session, nous reviendrons sur les bénéfices d'Amplify et comment cette solution peut véritablement transformer la manière dont

Depuis plus de 4 ans, NEXT, le laboratoire d'innovation d'Epsilon France, travaille à la conception d’outils basés sur l’IA pour faciliter la collaboration avec les équipes Sales, Marketing & les équipes IT. Il y a un an, nous sortions Amplify, une interface en langage naturel qui permet de créer, activer et piloter des audiences CRM & Média. Lors de cette session, nous reviendrons sur les bénéfices d'Amplify et comment cette solution peut véritablement transformer la manière dont les DSI soutiennent les objectifs marketing grâce à l'IA. 

Nous présenterons aussi Campaign Companion, notre nouvelle solution pour simplifier la gestion des campagnes CRM.

Collecter et analyser la donnée ne suffit plus. Trop souvent, les organisations accumulent des volumes massifs d’informations sans parvenir à les transformer en décisions, en actions concrètes ou en valeur métier. Résultat : des opportunités manquées, une frustration des équipes et un décalage croissant entre les investissements data et l’impact réel sur le business. C’est là qu’intervient la notion de donnée activée. Grâce à des solutions modernes comme Fivetran, qui simplifie et automatise l’intégration, et Census, qui rend la donnée actionnable directement dans les outils métier, les équipes peuvent enfin franchir un cap. Elles ne se limitent plus à produire des tableaux de bord, mais activent la donnée là où elle crée de la valeur : dans les campagnes marketing, l’expérience client, les ventes ou encore les opérations. Dans cette session, Boris Jabes, fondateur de Census, désormais intégré à Fivetran partagera sa vision et ses meilleures pratiques pour aider les équipes data à passer réellement de la donnée à l’action, accélérer leurs initiatives, notamment en IA, et amplifier leur impact dans toute l’organisation.

Allianz replaced its legacy campaign system with a cloud-native Campaign Data Hub (CDH) powered by Snowflake, unifying data from three core business lines onto a single, real-time platform. This modern architecture reduces costs and frees up IT resources, while empowering over 8,000 agents with on-demand customer insights and the ability to pivot campaign messaging in minutes. The result is a strategic shift from legacy complexity to data-driven growth, enabling Allianz to launch hyper-personalized campaigns at scale and drive a sharp increase in agent productivity and conversion rates.

Dans un contexte où les entreprises doivent faire plus avec moins, la combinaison de Denodo et Snowflake s’impose comme une solution puissante pour accélérer la mise à disposition des données, tout en garantissant productivité et gouvernance, même avec des équipes réduites.

Cet atelier vous propose de découvrir comment CENTRE FRANCE a mis en place un dataware virtuel capable d’agréger des données issues de multiples sources — qu’elles soient conservées dans les systèmes d’origine ou déposées dans Snowflake — et de les rendre accessibles en temps réel via des outils comme Tableau.

Ce que vous allez découvrir :

- Un gain de temps significatif sur la préparation des données grâce à la virtualisation

- Un suivi opérationnel en temps réel 

- Un Data Catalog orienté métier permettant l’exploration, qualification, autonomie des utilisateurs

- Une gouvernance renforcée : sécurité, traçabilité

- Des vues multi-sources pour répondre aux besoins marketing (segmentation, ciblage…)

- Une intégration prévue avec les outils de mailing pour des campagnes personnalisées

- Une plateforme évolutive : support des développements spécifiques selon les besoins

Abstract: In this talk, we will explore how AI is transforming personalized customer interactions - moving from traditional rule-based segmentations to intelligent, data-driven, behavioral journeys. Imagine predicting a customer’s growth potential or anticipating their next purchase before they even consider it. Through practical use cases, we will explore how AI is bringing intelligence and personalization to industries long driven by relationships and physical touchpoints.

Behavioral science is revolutionizing how businesses connect with customers and influence decisions. By understanding the psychological principles that drive human behavior, companies can create more effective marketing strategies and product experiences. But how can you apply these insights in your data-driven work? What simple changes could dramatically improve how your audience responds to your messaging? The difference between abstract and concrete language can quadruple memorability, and timing your communications around 'fresh start' moments can increase receptivity by over 50%. Whether you're designing user experiences or communicating insights, understanding these hidden patterns of human behavior could be your competitive advantage. Richard Shotton is the founder of Astroten, a consultancy that applies behavioral science to marketing, helping brands of all sizes solve business challenges with insights from psychology. As a keynote speaker, he is known for exploring consumer psychology, the impact of behavioral experiments, and how biases shape decision-making. He began his career in media planning over 20 years ago, working on accounts such as Coca-Cola, Lexus, Halifax, Peugeot, and comparethemarket. He has since held senior roles including Head of Insight at ZenithOptimedia and Head of Behavioral Science at Manning Gottlieb, while also conducting experiments featured in publications such as Marketing Week, The Drum, Campaign, Admap, and Mediatel. Richard is the author of two acclaimed books: The Choice Factory (2018), which was named Best Sales & Marketing Book at the 2019 Business Book Awards and voted #1 in the BBH World Cup of Advertising Books; and The Illusion of Choice (2023), which highlights the most important psychological biases business leaders can harness for competitive advantage. In the episode, the two Richards explore the power of behavioral science in marketing, the impact of visual language, the role of social proof, the importance of simplicity in communication, how biases influence decision-making, the fresh start effect, the ethical considerations of using behavioral insights, and much more. Links Mentioned in the Show: Richard’s Book—Hacking the Human Mind: The behavioral science secrets behind 17 of the world's best brandsAstrotenBlog: To create strong memories, use concrete languageConnect with RichardCourse: Marketing Analytics for BusinessRelated Episode: Career Skills for Data Professionals with Wes Kao, Co-Founder of MavenRewatch RADAR AI  New to DataCamp? Learn on the go using the DataCamp mobile appEmpower your business with world-class data and AI skills with DataCamp for business

In the age of hyper-personalisation, AI-powered tools are reshaping marketing by creating deeply tailored consumer experiences. While these technologies drive engagement and conversions, they also open the door to manipulative tactics, data exploitation, and algorithmic biases that challenge consumer trust and safety.

This talk explores the ethical dilemmas surrounding AI-driven marketing strategies, particularly how the line between persuasion and manipulation can blur. We’ll examine real-world examples of hyper-personalisation gone too far, the risks of algorithmic bias, and marketers' responsibilities in ensuring transparency, fairness, and consent.

Attendees will leave with actionable insights on fostering ethical AI practices in marketing—balancing innovation with governance to protect consumers and build trust in an increasingly AI-driven world.

What does it really mean to be a data-driven organisation? In this session, Hazal Muhtar, Senior Director of Analytics at Wise, will share real-life examples of how customer data fuels product innovation, marketing and growth at one of the world’s leading fintech companies.

Hazal will explore how data is driving change across industries and reshaping the way businesses operate. She’ll also discuss the importance of data democratization—how winning teams across an organisation access to insights can spark innovation, accelerate decision-making and build a culture where data is a shared language.

Join this session to discover how Wise embraces data at scale, and leave with practical takeaways on how customer data can become your most powerful asset in unlocking transformation and growth.

This high-energy session will showcase 15 real AI use cases in just 30 minutes—all powered by Alteryx ONE. Discover how Alteryx ONE acts as the AI Data Clearinghouse, turning fragmented, messy data into trusted, governed inputs that make AI practical, scalable, and impactful.

We’ll explore applications across Controlling, Tax, Procurement, Marketing, Legal, and Support. See how analysts and data scientists can move from idea to execution faster with rapid prototyping of workflows and use cases. And with inbuilt AI capabilities, making your data speak has never been easier—transform insights into compelling emails, presentations, and messages in seconds.

Expect fast, practical takeaways—no fluff—ready to apply directly in your workflows.

We’ll explore applications across Controlling, Tax, Procurement, Marketing, Legal, and Support.

This talk dives into the challenge of measuring the causal impact of app installs on customer loyalty and value, a question at the heart of data-driven marketing. While randomized controlled trials are the gold standard, they’re rarely feasible in this context. Instead, we’ll explore how observational causal inference methods can be thoughtfully applied to estimate incremental value with careful consideration of confounding, selection, and measurement biases. This session is designed for data scientists, marketing analysts, and applied researchers with a working knowledge of statistics and causal inference concepts. We’ll keep the tone practical and informative, focusing on real-world challenges and solutions rather than heavy mathematical derivations.

Attendees will learn: * How to design robust observational studies for business impact * Strategies for covariate selection and bias mitigation * The use of multiple statistical and design-based causal inference approaches * Methods for validating and refuting causal claims in the absence of true randomization We’ll share actionable insights, code snippets, and a GitHub repository with example workflows so you can apply these techniques in your own organization. By the end of the talk, you’ll be equipped to design more transparent and credible causal studies-and make better decisions about where to invest your marketing dollars.

Requirements:
A basic understanding of causal inference and Python is recommended. Materials and relevant links will be shared during the session

Data and marketing are often treated as separate functions, but the real opportunity lies in bringing them together. In this fireside chat, Ed (Data Solutions Manager at DinMo) interviews Andrew (Head of Marketing at Brand Alley), who brings a rare dual perspective: before leading marketing, he founded and scaled a data tool for dynamic audience segmentation.

They’ll explore why data and marketing are natural teammates and how aligning the two can unlock powerful business outcomes. From enabling real-time audience activation to translating data capabilities into campaigns that drive measurable growth, the discussion will highlight practical ways to bridge the gap between teams.

Attendees will discover how to maximise the ROI of their data warehouse by embedding it into marketing workflows, ensuring data initiatives deliver clear returns through hyper-personalised customer journeys. They will walk away with actionable insights on how to make data indispensable to marketing, prove its commercial value, and create experiences that drive long-term growth.

Brought to You By: •⁠ Statsig ⁠ — ⁠ The unified platform for flags, analytics, experiments, and more. Statsig built a complete set of data tools that allow engineering teams to measure the impact of their work. This toolkit is SO valuable to so many teams, that OpenAI - who was a huge user of Statsig - decided to acquire the company, the news announced last week. Talk about validation! Check out Statsig. •⁠ Linear – The system for modern product development. Here’s an interesting story: OpenAI switched to Linear as a way to establish a shared vocabulary between teams. Every project now follows the same lifecycle, uses the same labels, and moves through the same states. Try Linear for yourself. — What does it take to do well at a hyper-growth company? In this episode of The Pragmatic Engineer, I sit down with Charles-Axel Dein, one of the first engineers at Uber, who later hired me there. Since then, he’s gone on to work at CloudKitchens. He’s also been maintaining the popular Professional programming reading list GitHub repo for 15 years, where he collects articles that made him a better programmer.  In our conversation, we dig into what it’s really like to work inside companies that grow rapidly in scale and headcount. Charles shares what he’s learned about personal productivity, project management, incidents, interviewing, plus how to build flexible skills that hold up in fast-moving environments.  Jump to interesting parts: • 10:41 – the reality of working inside a hyperscale company • 41:10 – the traits of high-performing engineers • 1:03:31 – Charles’ advice for getting hired in today’s job market We also discuss: • How to spot the signs of hypergrowth (and when it’s slowing down) • What sets high-performing engineers apart beyond shipping • Charles’s personal productivity tips, favorite reads, and how he uses reading to uplevel his skills • Strategic tips for building your resume and interviewing  • How imposter syndrome is normal, and how leaning into it helps you grow • And much more! If you’re at a fast-growing company, considering joining one, or looking to land your next role, you won’t want to miss this practical advice on hiring, interviewing, productivity, leadership, and career growth. — Timestamps (00:00) Intro (04:04) Early days at Uber as engineer #20 (08:12) CloudKitchens’ similarities with Uber (10:41) The reality of working at a hyperscale company (19:05) Tenancies and how Uber deployed new features (22:14) How CloudKitchens handles incidents (26:57) Hiring during fast-growth (34:09) Avoiding burnout (38:55) The popular Professional programming reading list repo (41:10) The traits of high-performing engineers  (53:22) Project management tactics (1:03:31) How to get hired as a software engineer (1:12:26) How AI is changing hiring (1:19:26) Unexpected ways to thrive in fast-paced environments (1:20:45) Dealing with imposter syndrome  (1:22:48) Book recommendations  (1:27:26) The problem with survival bias  (1:32:44) AI’s impact on software development  (1:42:28) Rapid fire round — The Pragmatic Engineer deepdives relevant for this episode: •⁠ Software engineers leading projects •⁠ The Platform and Program split at Uber •⁠ Inside Uber’s move to the Cloud •⁠ How Uber built its observability platform •⁠ From Software Engineer to AI Engineer – with Janvi Kalra — Production and marketing by ⁠⁠⁠⁠⁠⁠⁠⁠https://penname.co/⁠⁠⁠⁠⁠⁠⁠⁠. For inquiries about sponsoring the podcast, email [email protected].

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In today’s data-led environment, fostering a robust data culture is no longer a nice-to-have, it’s a strategic necessity. This session will explore how forward-thinking organisations are embedding data into the very fabric of their culture, not only within technical teams but across marketing, operations, and senior leadership.

We’ll delve into how companies are aligning data strategy with customer experience, and how inclusive, high-performing teams are being built with diversity and empowerment at their core.

Drawing on examples from leading UK and global brands such as Unilever, Sainsbury’s, and Haleon, we’ll examine how scaling data literacy and trust across functions can unlock innovation and drive competitive advantage. Join us to discover what a strong data culture looks like in 2025, how to foster cross-functional collaboration, and what lies ahead for data-driven transformation.

Powered by: Women in Data®

This session offers a strategic vision for marketing by 2027, helping businesses prepare effective strategies for 2026. It highlights key technological shifts marketers must understand to stay competitive.

Seven major trends are covered: social platforms evolving into entertainment hubs; browsers transforming into AI concierges; AI dominating the middle funnel, requiring brands to own both ends; B2C marketing adopting B2B tactics to appeal to humans and AI; blockchain resurging for luxury verification; the rise of 'Voice-to-Vision' interfaces; and gaming becoming central to AI-driven emotional connections.

To address these shifts, proposed strategies include: shifting social content toward entertainment and using AI for creation; optimizing for AI discoverability through Agent Experience Optimization (AEO); launching brand campaigns designed for AI recognition; targeting both human and AI audiences; leveraging blockchain for exclusive offers; preparing for voice-input/image-output user journeys; and treating gaming as a core marketing channel.

Attendees will gain actionable insights to adapt their strategies, optimize for AI-first interactions, and leverage emerging technologies to thrive in the evolving marketing landscape.

The used car market is traditionally fraught with uncertainty and friction. Motorway is changing that. This fireside chat will explore how the company is harnessing the power of AI to create a seamless, transparent, and trustworthy experience for customers. It will dive into the practical applications of Motorway's AI models, from instant, accurate vehicle valuations to damage detection and customer support. Beyond the technology, Ben and Georgia will share Motorway's journey in fostering a culture of data enablement and how the company empowers its teams - from marketing to operations - with the tools and insights they need to make smarter, data-informed decisions.

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