Steen Rasmussen

After 20 years co-founding IIH Nordic, Steen Rasmussen made an unexpected discovery: he preferred travelling the world fixing impossible problems over having a steady paycheck.

Now he's a self-described "fractal digital fixer" - a polite way of saying "the person you call when everyone else has failed and you're too stressed to admit it." He parachutes into organizations where analytics implementations have gone sideways, data activation dreams have died, AI has stalled and internal teams are quietly updating their LinkedIn profiles.

His superpower?
Turning "we collect everything" into "we actually make decisions." Because after two decades in digital analytics, marketing and business, he's seen every flavor of expensive data, tools and insights that nobody used.

Steen has shared his knowledge from Silicon Valley to Mumbai and at PERFORM 2026, he'll explain the future fusion of AI and Analytics - and what to do about it.

Presentation Title (20/1):
"When AI meets Analytics - A love story"

Your analytics platform promised clarity. Your AI tools promised automation. Together, they're supposed to revolutionize decision-making.

So why are your business decisions still gut-feel dressed up as a dashboard and when can you expect the "real-deal"?

This reality check explores the gap between AI-analytics integration hype and what will actually drive business outcomes the way things are going.

• Why analytics maturity matters more than AI sophistication
• Real-world examples from some organizations getting AI-analytics fusion right
• The uncomfortable truth about when NOT to add AI to your analytics

Perfect for CMOs and performance marketers tired of vendor promises and ready for honest guidance on navigating this convergence.