The digital analytics landscape is entering a new phase. AI is changing how organisations analyse customer behaviour, identify opportunities, and act on data. But the companies that benefit most from AI will not be the ones with the most dashboards or the largest data volumes. They will be the ones with a strong analytics foundation: clear business questions, reliable data collection, consistent taxonomy, and teams that know how to turn signals into action.
Together with Amplitude, we are hosting an exclusive morning brunch at our Utrecht office to explore what this shift means in practice. The session is designed for leaders who want to move beyond static reporting and prepare their organisation for more proactive, AI-enabled decision making.
Why you should join us:
The highlight of the morning is a keynote conversation with Krista Seiden, a figure who arguably defined the modern era of digital analytics. After seven years as the face of Google Analytics, creator of the Google Analytics Academy courses used by over one million learners worldwide, and a primary architect of GA4, Krista made the high-profile move to Amplitude. She recently shared her perspective on why she joined Amplitude after nearly two decades in the Google Analytics ecosystem in this article. She will expand on that story in person during the session.
The conversation will focus on how AI and modern analytics work together in practice for digital, marketing, and data leaders who are rethinking how they understand and act on customer behaviour across channels.
Agenda highlights:
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08:30 – 9:30 | Arrival & networking: Gourmet brunch and coffee with peer-level digital and data leaders.
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09:30 – 09:35 | Welcome & introduction by Artefact & Amplitude
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09:35 – 09:55 | Artefact’s AI Vision: How to approach AI in Digital Transformation by Frank ten Kate, Artefact.
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09:55 – 10:20 | AI powered analytics and what the best teams are doing differently by Krista Seiden, Amplitude.
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10:20 – 10:35 | Customer spotlight: A real-world journey from on the practicalities of moving to a unified platform by Zoran Kovačević, Landal.
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10:35 – 10:50 | Interactive roundtable: A facilitated Q&A where the room’s specific challenges drive the conversation.
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10:50 – 11:00 | Close & networking
Note on registration: Capacity for this event is strictly limited to 20 seats to ensure a high-quality, peer-to-peer discussion environment. Please RSVP via the form to secure your place.
Join us for a focused, practical conversation on the future of analytics and decision-making.
Please note that by registering, you consent to Artefact sharing your contact information with the partner for this event: Amplitude, and that you agree to Amplitude processing your personal data in accordance with their Política de Privacidad.
Speaker(s)
Krista Seiden, Founder KS Digital, Ex-Google, Marketing Exec
Amplitude / KS Digital
Krista Seiden is a digital analytics leader and product strategist with 15+ years of experience in Google Analytics, Adobe Analytics, and enterprise data strategy. She is the founder of KS Digital, where she advises global brands on analytics modernization, growth strategy, and marketing measurement. Previously, she worked at Google on Google Analytics (including GA4) and at Quantcast, leading product marketing, growth, and analytics education initiatives, and she is also a frequent industry speaker.
Frank ten Kate, Director Digital Analytics
Artefact
With almost a decade experience in digital analytics, Frank has worked across multiple agencies, supporting a wide range of clients in building robust data collection foundations. He specialises in enabling organisations to make the most of their web and app data, bridging the gap between technical implementation and actionable insights.
Arnold Struik, Managing Partner Europe, CEO Benelux
Artefact
Arnold is Managing Partner at Data & Consulting Artefact Europe, where he leads end-to-end data and AI-driven business transformation. With a background in strategy consulting at BCG and leadership roles at SparkOptimus and Royal Ahrend, he brings deep expertise in innovation, digital transformation, and sustainable business. He also co-founded Ahrend Hergebruik and serves on the board of Go Ahead Eagles.
Zoran Kovačević, VP Product
Landal
Leading digital product across ecommerce and guest experience touch points across European markets (NL, BE, DE, DK, UK). Responsible for product, design, content and commercial park onboarding.
