We talk about how to turn insights about changing customer needs into actual strategies and actions. I also share my perspective on building strong brands in a more holistic way – especially in highly competitive spaces like fashion and jewellery.

One of the topics I touch on is analytics, particularly in the context of Google Analytics 4, which puts much more focus on the full customer journey. For me, understanding how customers behave is the starting point for everything – from automation to personalisation.

Because working with data isn’t just about collecting numbers. It’s about making sense of them, understanding what customers actually need, and using that to make better decisions.

I also talk about automation in e-commerce. When done right, it doesn’t distance you from the customer – it can actually bring you closer. The key is to align it with the customer journey and respond to real needs at the right moment.