Speaker Spotlight – Steen Rasmussen

I’m Steen Rasmussen, a commercially focused data analyst and keynote speaker passionate about turning complex data into actionable insights that drive meaningful business results. 

Over the last 25 years, I’ve worked with businesses like IKEA, LEGO, Apple, and many others to bridge the gap between raw data and impactful decisions. Whether I’m analyzing trends, designing strategies, or speaking to audiences across the world about the future of data, my goal is always to inspire smarter, more data-driven decision-making. I even have a newsletter on Linkedin called “Please make me think”.

How did you start out in your tech career?

I started my digital career as a copywriter specializing in online copy back in 1999. I needed a job, and a friend of mine had just started one of the first digital agencies in Denmark. So you can say my career began at the intersection of luck, curiosity, and opportunity. But already from 2000, I started to specialize more in usability and data. 

I’ve always been fascinated by how data can explain patterns and predict outcomes, but I quickly realized that raw data alone isn’t enough—it’s how you present and apply it that makes a difference, so when my friend’s agency shut down I started another with two guys who turned out to be less data-oriented than me, so in 2005 I co-founded IIH Nordic where I still am today. So you can say I’ve been good at creating my job. 

What are the signs of success in your field?

Success in data analytics is measured by impact. Are the insights you provide helping businesses make better decisions? Are you influencing strategy in a way that drives tangible results—be it increased revenue, better customer engagement, or improved efficiency? 

Success as a consultant? It’s earning trust. When stakeholders start turning to you for advice and input on critical decisions, you know you’ve made and are making a difference.

What is the best and worst thing about your job role?

The best part of my role is seeing the lightbulb moments—when data unlocks a previously hidden perspective or opportunity. It’s gratifying to know that the work I do drives success for businesses and helps them evolve.

The most challenging part is dealing with data silos and misaligned priorities. Often, organizations have the tools and data but lack cohesion between teams or a clear strategy for using it effectively. Breaking through those barriers requires patience, persistence and quite a bit of luck sometimes.

What can you advise someone just starting out to be successful?

First, focus on building a strong commercial foundation. Technical skills certainly are important, but so is understanding the bigger picture—how technology serves a business’s goals. Learn to ask the right questions, not just find the right answers. 

Second, never stop learning. The tech landscape evolves rapidly and staying curious will keep you ahead of the curve. Over the last 20 years, the technology and development languages have changed several times, but if you get one, you can learn the next easily.  

Lastly, don’t underestimate the power of communication. It’s not enough to analyze data—you need to tell its story in a way that resonates with your audience and they more often speak business than data, so you need to be the one to adapt your communication.

How do you switch off?

Switching off can be challenging, but I’ve found that engaging in hobbies that are completely unrelated to work helps. Whether it’s spending time with family, traveling, or exploring a creative interest like painting or cooking, the main thing is stepping away from the screen and immersing myself in something enjoyable allows me to recharge.

What advice would you give your younger self?

I’d tell myself to embrace failure as part of the learning process and to take risks sooner. I had an agreement with myself that I wouldn’t seriously start a career before I was 30 and I think I would recommend sticking with that. Sometimes, the fear of making the wrong decision can hold you back or make us choose the easy way out, but those experiences often lead to the greatest growth. 

I’d also remind myself to prioritize relationships and networking even earlier, since those connections often open doors in unexpected ways.

What is next for you?

Professionally, I’m excited about exploring how advancements in AI and machine learning can further enhance data analytics. We are semi-facing a data quality crisis when I look at what people want to do with their data and the quality of data they have available. And they don’t know this.  

I’m also keen on expanding my role as a board member, making sure that the lessons and insights I have made so far can benefit organizations on an even higher level.

If you could do anything now, what would you do? Why?

I’d love to dedicate more time to projects that combine technology with human-centered solutions, whether that’s improving access to education through data or tackling sustainability challenges. These areas have the potential for significant impact, and being part of that kind of change is incredibly motivating.

What are your top 5 predictions in tech for the next 5 years?

1. AI and automation everywhere: AI will integrate deeper into everyday business processes, automating tasks and providing real-time decision-making capabilities to the extent we don’t even notice, like Google Maps.
2. Focus on data privacy and ethics: With growing concerns around data security, businesses will need to prioritize transparency and compliance. Right now this push is going on, especially in Europe but there is a lot of traction picking up across the globe.
3. Real-time analytics as the standard: The demand for real-time insights will increase as businesses look to stay agile in competitive markets. Here we are not talking about dashboards, since I feel most dashboards are a waste of space. We are talking about actual decision analytics to help companies move faster. 
4. Data quality becomes mission critical: For decision, AI and real-time analytics we need to be able to trust that our data foundation is constant and stable. So data quality becomes the core foundation of business going forward. 
5. Tools for data democratization: The overarching theme will be wider use and access to data for the above 4 reasons. We’ll see more accessible tools that empower non-technical users to harness the power of data through AI, further spreading its impact and potential across organizations because it has direction and because they trust it.

Watch Steen’s session at the Data Science Festival here.

Thank you to all our wonderful speakers for taking part in our Speaker Spotlight!

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