Kristoffer Ewald | metapeople
Kristoffer Ewald is an internationally recognized digital strategist with 17+ years of experiences around digital in consulting, entrepreneurship and agencies.
His career has included a web agency called Silvertag in the happy days of pre 2000 internet, NxT@Copenhagen Institute for Future Studies to incubating THNK, an innovation consultancy that was sold to Saatchi & Saatchi in 2003. Later he launched a series of startups including The Milk, a first mover on online strategies consulting focused on usability, behavioural analysis and analytics, later acquired by Netbooster Group based in Paris and Europe’s largest independent performance agency.
Kristoffer now acts as the Group Chief Innovations Officer and leads the team that delivers data-driven strategies to strategic clients and drives change. Kristoffer have been active in the Digital Analytics Association since its early days and have participated in its Research Committee. Kristoffer was a founding member of the board at Association of Danish Digital Agencies. Kris has developed 5 flourishing startups.
Kristoffer is a very popular and well received international speaker with well over 150 talks on his path. When he’s home he lives with his wife and two young kids in Zug, Switzerland where they relocated from their native Denmark and where he rides his bike to work and dreams of the days when there was still enough free time to go adventure racing.
5 vragen aan Kristoffer
What’s your connection with data driven commerce?
With a background in quantitative analysis, shopper psychology, early CRO and omni-channel methodologies, I've realized that true business optimization goes beyond paid media. It's a customer meets brand centric approach to business with data as the core driver of commerce.
Why is it in your opinion so important for companies to gain more knowledge about the use of data during client contact?
Because data is brand DNA! The time where a brand could afford to not know its own DNA is gone. Markets are dialogues. To power meaningful dialogues you must know your consumer, which happens via insights gained from the data - all the data!
What trends do you see in the personalisation of client contact in 2017?
A meaningful dialogue is based on personalisation done right: it understands the situational opportunity, the context the history and the aspiration of the consumer. The expectation of a millennial consumer accustomed to instant reactivity is sky high. The key trend I see this year is the extreme speed at which technology (capture, cloud processing/analysis), method and integration driving disruption in so many verticals.
What future data techniques are you hoping to apply within your business and why?
In short, cloud based native data plus 2nd/3rd party data like for example device-graphs combined with artificial intelligence and the extreme speed at which conversational interfaces are emerging. I see a huge need to a new type of expertise that understands at the core consumer psychology, the possibilities of technology and a "new" approach to what a brand is.
What lessons are you aiming to share with the participants during your presentation at the Data Driven Commerce event?
In short, I will share my current insights and future predictions in order to truly drive your business through an optimal synergy between Data, Technology and Brand Creatives.
Looking forward meeting you there!