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Session: How to Use Your Collected Data Smartly?


Tuesday 25 Sept. 2018
14:00 - 15:15


Conference Room 1

How to turn your big data in meaningful data

With the EU’s General Data Protection Regulation (GDPR) coming in to force, we all had to thoroughly think about the personal and other data we collect, store and use. Massive amounts of data have been collected, and are still being collected, but to what use? In this session attendees will learn about smart and meaningful ways to turn their digital piles of data into meaningful data for marketing, operations and personalized guest experiences.


Lars Nielsen
Host - Lars Nielsen, Themed Attractions Manager, MK Illuminations

Based on sales, marketing and business development, Lars has nearly 20 years of experience in the attraction- and tourism industry.

Lars has a great experience in digital marketing, where he, with reference to the Danish government, has contributed to the development of a growth plan for Danish tourism.

Lars has previously worked for Tivoli Gardens, Wonderful Copenhagen and Tourlex. Today, Lars works as Themed Attraction Manager at Tema Design by MK Illumination, where he is overall responsible for turnkey theming projects for attractions across the EMEA region.

Lars is a passionate themed attraction enthusiast who from the bottom of his heart loves rollercoasters.

Jegar Pitchforth
Jegar Pitchforth, Data Scientist, Booking.com

Jegar is a Data Scientist at Booking.com with a background in Bayesian Statistics and Complex Systems modelling. Booking.com is one of the world’s largest Online Travel Agents handling millions of hotel bookings a year with an advanced data infrastructure. As a Data Scientist at the company for the past three years, Jegar uses statistical algorithmic approaches to support business decisions about many aspects of operations and product development.

He applies many of the tools used by Data Scientists to his personal blog, Theme Park Analytics, demonstrating the type of Attractions Industry problems that can be answered with data.

Michala Svane
Michala Svane, Vice President Sales & Marketing, Tivoli Gardens

Michala Svane serves as Vice President, Sales and Marketing in Tivoli Gardens in Copenhagen. She and her team are responsible for strategic planning of both domestic and international marketing and sales effort as well as the development of the digital and social media channels in Tivoli.

Michala worked with digital business development and marketing for more than 15 years and won a number of prizes for her work with omnichannel communication. Besides her work in Tivoli Michala is jury chairman at the Danish Digital Award.

Jonas Buhl Gregersen
Jonas Gregersen, Vice President, IT, Tivoli Gardens

Jonas Buhl Gregersen serves as Vice President, IT in Tivoli Gardens in Copenhagen. He and his team are responsible for the architecture, development and operations of the complete IT stack – from ticket systems, F&B point-of-sale, CRM, data collection and storage, various digital solutions, etc.

Jonas has an entrepreneurial background – founding and running an IT Outsourcing and Development company very successfully for more than 15 years, until selling it to an Investment fund and joining Tivoli.

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Practical summary

Date: Tuesday, 25 September 2018
14:00 - 15:15
Location:   RAI Amsterdam Convention Center Conference Room 1
Fee: Free Admission with EAS badge (IAAPA-members)
'Conference Programme' add-on required (non-members) 
Track: Digital Track
Notes: Must be 18 or older to attend.