About Alex Horstmann

 

Alex Horstmann has been designing online experiences as his day job for over 12 years. In the past he has worked with brands like Channel 4 Television, Virgin Media, MasterCard and Avon Cosmetics, to name a few. He is currently General Manager, User Experience and Design at TUI Travel plc, leading the redesign of their B2C websites and retail selling systems. His passion is to craft remarkable customer experiences, his love is design, and his mantra is to build selling systems that meet the needs of the customer and the business.

 

About PANEL: Data is the new oil. So how do you refine it?

Overload. Is there too much data to make sense of it? Which data should you be measuring, and how much resource / budget should you be allocating to mining the knowledge? 

Metrics. What are the most valuable metrics to multichannel businesses? Which KPIs are really worth focusing on? How can online data inform offline strategies and operations (and vice versa)?

Timescales. Are you stepping back to see the big picture? Are you obsessing about "a single currency" for measurement? To what degree is faith and judgement more - or less - important than informed opinion based on the numbers that really matter? How do you judge risk?