We’re hosting an intimate morning brunch at our Utrecht office on June 9, together with Amplitude, a leading digital analytics platform.

Our guest speaker is Krista Seiden, former Google Analytics Evangelist and Product Manager for GA4 for seven years, and creator of the Google Analytics Academy courses used by over one million learners worldwide. 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.

We’ll discuss:

  • Where traditional analytics tools start to reach their limits, and how unifying product, marketing, and experimentation data in platforms like Amplitude changes what teams can do
  • How AI is reshaping analytics workflows—from automated insights to natural-language querying
  • A real-world customer story of moving to Amplitude and what that journey looks like in practice.

Join us for a focused, practical conversation on the future of analytics and decision-making.

Please note that by registering, you consent to us (Artefact) sharing your information with Amplitude.

Speaker(s)

Krista Seiden

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

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.