Join us in the world of Behavioral Data
Join us in the world of Behavioral Data
Location iconTQ, Amsterdam
Date iconApril 25-26, 2017

WHAT is the world's first behavioral data conference.

WHAT Conference crosses the chasm between the data on the screen and the insights you are looking for by sharing inspiring stories and showcasing the skills you need to survive in the world of behavioral data.

We all know that data is essential to surviving the future of insights. Behavioral data can fuel understanding into WHAT consumers really do online. However, it's not just about the data. It's about how it's being used and the story it tells of the people behind it. Behavioral data has been around for a while, but there is still a wealth of untapped potential ready to be used.

This was WHAT 17!

150 leaders in the field of behavioral data and market research. 15 inspiring talks. 6 giant red velvet cakes. Thank you to everybody who contributed to making the first edition of WHAT a success!


You can re-live your memories of the day and get some impressions of WHAT the day was like by reading the recap we posted here.

Speakers 2017

Some of the brightest minds in behavioral data shared exclusive insights on how they have made the transition towards behavioral data driven insights.


Chris Davies

Global Innovation Manager | Behavioral DataKantar

Chris Davies has 7 years of experience working in research having touched a wide range of specialist areas. His focus has been on harnessing new data sources to inform more holistic approaches to understanding consumer behavior. In his current role as a Global Innovation Manager at Kantar Insights, Chris is helping to drive improvement of existing offers across the Kantar group through the successful integration with social media and behavioral data.


Steve Dodson, PhD

Tech Lead, Machine LearningElastic

Steve is the former founder and CTO of Prelert, a London based software company that developed novel unsupervised machine learning technologies to identify anomalies in IT Ops and IT Security data. Prelert was acquired by Elastic in September 2016, and Steve continues to grow and lead the machine learning group at Elastic.

Prior to Prelert, Steve was a founding member of Riversoft and Njini. At Riversoft, he led the design of the topology driven root-cause analysis technology used today within IBM Tivoli Netcool, HP OpenView, and Cisco management tools. Steve holds a MEng in Mechanical Engineering and a PhD in Computational Methods from Imperial College, London alongside a CES from École Centrale de Lyon.


Simon van Duivenvoorde - Host

Managing DirectorWakoopa

Simon van Duivenvoorde is a passionate digital native. In various roles he spent time on client-, agency-, and now, technology supplier side. He combines this experience with a broad knowledge of trends and developments in the online field. With Wakoopa he is currently revolutionizing online research and working hard to make Wakoopa the world’s preferred passive data collection technology company.


Peter van Eck, PhD

Sr. Research SpecialistGfK Netherlands

Peter is a senior specialist in the Marketing and Data Sciences department of GfK and part of a global network dedicated to improving cross-media related research. A majority of his work is related to GfK Crossmedia Link: using innovative techniques to capture and quantify cross-media consumer behavior across all devices. His focus is on using state of the art methodologies to translate rich data into valuable insights; allowing customers to improve their competitive advantage and gain more insights into choices and experiences of their consumers.


François Erner

Chief Innovation OfficerRespondi

François is responsible for the field of Research & Development at respondi. François has completed his PhD in Sociology at the IEP in Paris, has a Engineer degree from Centrale Marseille and has been a founder and president of a French market research agency.


Walter Flaat

Managing DirectorDAN DNA

Walter Flaat is the MD of DAN DNA in The Netherlands and proud part of Dentsu Aegis Netherlands. He heads a diverse team ranging from academic researchers, data scientists, engineers and visualization experts. His singular focus is to not just talk about data, but to apply it in every strategy and every campaign: Data in Action. Instead of treating online/offline media differently, we look at data from three integrated angles: Declared, Observed and Social behavior.


Emmanuel Flores

Innovation DirectorJ. Walter Thompson Amsterdam

Do you see any connection between the startup and the agency worlds? Hidden links between Product Management and Advertising? Neither did I in 2014 when I decided to leave my comfort zone and join the communication agency J. Walter Thompson Amsterdam. Some awards later, a firm goal to stay agile within the maniacal agency world and a bunch of learnings about the power of mass communication, here we are.


Gert Franke


Gert Franke is Co-Founder of CLEVER°FRANKE, a company that combines strategy, design and technology to create data driven tools and experiences that enable change. They collaborate with forward thinking clients, exploring the wealth of data at hand and designing cutting edge ways to bring value to the surface. Gert is responsible for concept design and creative direction, he is also the point of contact for clients.


Malte Friedrich-Freksa

Director Business Development Mobile & DataGapFish

Malte Friedrich-Freksa studied psychology and marketing at Humboldt-Universität, Berlin. He worked for more than 10 years as CEO at Data Analytics Specialist idalab and as Digital Research Consultant for several well-known market research companies. Since 2015 he is Director Business Development Mobile & Data at GapFish. He focuses on product development and commercialization of modern market research solutions.


Mark Jefford

Director of Data ApplicationsYouGov

Mark Jefford is Director of Data Applications at YouGov in the UK. The Data Application team’s remit is to provide clients with new and innovative data products and solutions, utilising the wealth of data YouGov collects. Mark joined YouGov in 2016, having been a client-side media researcher for more than 10 years, working for the likes of The Guardian, Shortlist Media and Factory Media.


Anjali Lai

Analyst, Data InsightsForrester

Anjali's research focuses on consumer decision-making and behavioral trends and their implications for marketing, customer experience, and product development strategies. Anjali synthesizes multiple data sources including social listening, qualitative, quantitative, and behavioral data, to regularly publish research reports and advise major global brands. Anjali frequently delivers keynotes at industry conferences and Forrester Forums about consumer trends, insight application, and market research strategies.


Ansie Lombaard

Global Innovation Director | Behavioral DataKantar

As a Global Innovation Director at Kantar Insights, Ansie Lombaard supports the development of new offers, leveraging new technologies. Currently Ansie works globally across the Kantar group to drive the innovation roadmap for behavioral measurement. Following her passion, Ansie has been involved in the design and implementation of research for over 10 years, with extensive industry experience and a keen interest in the application of new technologies to research.


Klaus Oberecker

CEOMindTake Research

Klaus Oberecker founded MindTake Research in 2001 while still a student at the University of Vienna. What started as a two-man web agency evolved into a group of companies that cover the digital spectrum, offering expertise in panel and online market research in 21 countries, as well as design and development services for external clients such as museums, banks and media portals.


Maarten Stramrood

Director Advanced AnalyticsVodafoneZiggo

Maarten is a seasoned digital entrepreneur, mobile veteran, manager and strategist with a very broad background. His main activities include corporate roles in the Telco industry, founding, building and selling a start up and a lot of interim jobs in different industries.


Daniel Tjondronegoro

Co-FounderBeatGrid Media

Daniel is Co-founder of Beatgrid Media, a technology start-up with new proprietary Automatic Content Recognition technologies. Beatgrid offers a revolutionary single source cross media ROI measurement solution. Daniel takes his Beatgrid measurement innovation to conferences and enterprise clients around the world to help brands and broadcasters increase media ROI. Daniel has over 6+ years of experience in building start-ups from scratch and 10+ years of experience in the media & advertising industry.


Marc Tollens

Digital Analytics ManagerKLM

No 20 plus years of experience in market research, no international awards, nor an extensive list of employers but passionately curious. Currently working as digital analytics manager for Air France-KLM, translating what people say and do into actionable insights for the digital department of both airlines.


Jan van der Vegt

Data ScientistKLM

Jan van der Vegt is a data scientist working at the Operations Research department of KLM. By combining big data with machine learning he helps to create insights about KLM customers and increase personalization on several touch points to increase revenue.


Pavel Vilensky

International Business Development ManagerWakoopa

After 5 years in industry consulting and market intelligence, primarily at GfK PoS tracking, Pavel joined the Wakoopa sales force to generate additional business opportunities for the company on global scale. He is in constant search for partners’ and clients’ potential to grow their propositions to achieve significant commercial results by being equipped with Wakoopa passive metering solution. He is an advocate of online behavioral data and passive metering to be a remarkable influence on the industry.


Datathon winners

As part of WHAT Conference, we organized a pre-event datathon. The winning teams from WHAT Datathon 2017 presented their results at the conference, showing how they used new approaches to turn raw behavioral data into valuable insights. You can find the recap of the datathon here.

workshop 2017

Tuesday, April 25

As an addition to the conference on April 26, we offered a half day workshop on April 25, led by Carlos Bort (Data Scientist, Netquest) and Zoltán Puha (Data Specialist, Wakoopa). The workshop was open to everybody curious about working with behavioral data in R, and helped the participants develop their analysis skills and learn how behavioral data can fuel new consumer insights. The workshop was limited to 18 participants to ensure everybody would benefit from the hands-on training atmosphere. You can find impressions from the workshop here.

12:00 - 12:30
12:30 - 14:00
14:00 - 14:15
14:15 - 15:45
15:45 - 16:00
16:00 - 17:30

schedule 2017

Wednesday, April 26

08:30 - 09:15
09:15 - 09:25
09:25 - 09:50
09:50 - 10:15
10:15 - 10:40
10:40 - 11:05
11:05 - 11:30
11:30 - 11:55
11:55 - 12:20
12:20 - 12:45
12:45 - 13:45
13:45 - 14:10
14:10 - 14:45
14:45 - 15:10
15:10 - 15:35
15:35 - 15:55
15:55 - 16:20
16:20 - 16:45
16:45 - 17:10


For those who weren't able to attend WHAT Conference 2017, or for those who would like to go through the presentations again, you can download the presentations that were given at the conference here.

This awesome place was our conference space

TQ, Amsterdam

A magic event needs a fascinating location! TQ is a curated tech hub founded by The Next Web. The TQ event space is located in front of the Amsterdam Flower Market, at the heart of Amsterdam. Not only the attractive location, but also the intention of TQ to help people and companies grow, made it a perfect fit for the WHAT Conference.

View on mapGet directions

Around the conference

King's day

What could be a better setting for a one-of-a-kind conference than Amsterdam, a city filled to the brim with innovative start-ups, cutting-edge technology and great beer? Not least because of the King's Day celebration, Holland's biggest annual party, on April 27. The whole country celebrates the birthday of their King. King's Day is a national holiday with a big street party covering the whole city in orange. It's an unmissable experience with countless boat parades and markets offering food, drinks and everything else you can imagine!