Data & Analytics: a look in the Retail branch

De Nieuwe Poort (Claude Debussylaan 2-8, Amsterdam)

On Tuesday November 12th it’s all about Data & Analytics within the Retail branch!


18:15 Doors open + hamburgers
19:00 Bas Karsemeijer
19:45 Break
20:00 Melody Barlage
20:45 End + drinks


Data & Analytics has been a hot topic the last few years. Within a lot of industries it helps the business to improve their products and personalize it to their customers needs. One of those indstries is the Retail branch. You as a consumer are involved in this process on a daily basis. For this meetup we invited two speakers with an interesting story. Two speakers from two very Dutch companies. Bas Karsemeijer is Head of Data & Analytics of the HEMA. Meloday is the Lead Analyst of De Bijenkorf. During this meetup they will tell you something about their experiences and the technical/functional environment.

About the topics

Talk 1: Data & Analytics within HEMA; what is the daily experience?
Everyone knows HEMA and you are probably a customer as well. But is your local HEMA organized in the same way as other HEMA’s? And why is the range not always the same everywhere? Hema uses data on a daily basis to make our customers’ lives more enjoyable and easier within all our channels. During this presentation Bas will tell you how they do that and, in particular, which mistakes they have learned along the way.

Talk 2: Untangling the Jeremy Bearimy – Developing our analytics strategy parallel to organizational change.
If we see the development path of our organization over time as a straight line moving forward, data analytics has often been moving up, down, forward and often going back to where we started. As a small supporting team in a large department it is essential, but challenging, to not be swayed by the issues of the day. By keeping focus and understanding the dynamics of the organization, the Bijenkorf is steadily developing their analytics strategy. In this presentation Melody will discuss the learnings of their data analytics team over the past couple of years, and share their challenges and successes.

About the speakers

Bas Karsemeijer
Bas Karsemeijer is Head of Data at HEMA and is specialized in data, analytics, technology and customer journey.

Melody Barlage
Melody Barlage is Lead Data Analyst at the Bijenkorf - E-commerce department. She is specialized in customer oriented data analytics and improving the customer journey from awareness to aftersales.


We are located next to Station Amsterdam South which is easy to reach by public transport. If you come by car there are cheap parking options close to the meetup location. In the streets after “De Boelelaan” (5/10 minute walk) you can park for €1,40 per hour between 08:00 – 19:00. After 19:00 it’s for free.

If you have any questions, please feel free to ask them in the comment section below.

See you then!