It has never been both easier and more complex to create value with the data we have inside organizations. But things ranging from ITP, over Cloud to Google Analytics 4 ensure business is very far from usual and the direction for the future is filled with unknowns. We’re seeing a change in our use of analytics to match these changes in the world around us.

With the new speed of data, the blessings of machine learning, and new ways of tracking where we focus on live predictive signals, we can regain control in a new and better way. These signals can facilitate a change of focus from reactive reporting to complex, live activation across channels by supporting the users’ current step in the customer journey.

This session is a journey into a future that is already here and Steen offers a map that gets you to the summit in in one piece.