What I do

Data Mapping

Data mapping

Making the most of the data you already have — mapping data and data flows, and identifying opportunities through systematization or by linking existing sources with third-party data (e.g. Datafordeleren, BBR, geo- or weather data).

Insights

Desk research / AI deep research

Using tools like Gemini Deep Research, ChatGPT Deep Research, or Perplexity to identify the relevant sources and data for a topic, followed by structured synthesis into insights and initiatives.

User & stakeholder analysis

Interviews, focus groups, and stakeholder mapping to uncover needs and expectations.

Segmentation & persona development

Building representative user profiles to guide and refine messaging, behavior, and conversion strategies.

Quantitative data analysis

Designing, executing, and analyzing customer data, traffic, and KPIs to substantiate recommendations.

Benchmarking & competitor analysis

Comparing services, pricing, and customer experience across the market.

AI research agents

Building AI-driven research agents that keep clients continuously updated on market potential, competitors, or new products and services.

Customer journey mapping

Mapping journeys across touchpoints and channels to identify friction and improvement opportunities, ensuring consistency between digital and physical experiences.

Data storytelling and Strategy

Dashboards

Building visual Power BI dashboards for management and operational overview — campaign tracking, on-site behavior, financial development, gross sales, COR, ROI, or EBITDA, depending on KPI focus.

I don't write SQL, but I build dashboards once data is prepared and standardized in SQL, or directly on top of existing datasets.

Business case & ROI analysis

Calculating the economic potential, costs, and expected returns of new initiatives — including potential assessments for AI agents, time savings, efficiency gains, and FTE allocation.

Marketing & sales strategy

Mapping and quantifying the interplay between top-, mid-, and bottom-funnel activities, with recommendations on CTA progression and channel prioritization.