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Gbemi Petersen

Manager Process & Online Intelligence, The LEGO Group

Biography

Gbemi Petersen

Gbemi Petersen is the Manager for Process & Online Intelligence in the Digital Marketing Department of LEGO Digital.  During her 4 years at LEGO, she has been working in the online communications area providing information and optimizing processes to ensure delivery of online projects.  Currently, Gbemi’s focus is creating transparency and reliability of the project maturing process within LEGO Digital, and ensuring online intelligence is available to make the necessary strategic business decisions.

Prior to joining The LEGO Group, Gbemi worked in the U.S. with companies including CitiFinancial, Sprint, and Nortel Networks with responsibilities in Marketing, Sales, and Processes.  Gbemi holds a B.S. in Marketing from Louisiana State University in Baton Rouge, Louisiana and an MBA from the University of Dallas in Dallas, Texas.

The LEGO Group

The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932.

The LEGO Group is engaged in the development of childrens creativity through playing and learning. Based on the world-famous LEGO brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 8,000 employees, and it is the world’s fifth largest manufacturer of play materials.

Presentation

The Metamorphosis from the “Reporting Squirrel” to the “Analysis Ninja”

Case: The LEGO Group

Track: Web governance
Conference Day #2, Thursday November 4th, 13.00-14.00

Nowadays the least complex approach to Web Analytics is to focus on clicks and provide extensive reporting showing reams of data.  This is where the bar is set in most places.  However, in order to take it to the next level and focus on the value add of this information, we need to do more than just look at the clicks.

At LEGO Digital we are in the process of raising this bar to ensure a process that allows for the use of analytics to assist  in making business decisions.  During this presentation we will look at the journey of how LEGO Digital has used Web Analytics in the past, the current status of Web Analytics in the group, and finally the steps being taken and implemented to ensure the move towards being a data driven organization. i.e. providing more actionable insights to influence business decisions.

See slides online

Downloads

J. Boye blog: LEGO: Web analytics is a business process