The market of BI is shifting from early adoption to actual implementation. It has gradually evolved from being rigid to a much more flexible, agile process, that is cloud enabled, that organizations as well as individuals can utilize. This change has now reached Europe, with 37% of the companies performing Business Intelligence projects. Big Data is projected to be a $28.5 billion market in 2014, growing to $50.1 billion in 2015. The average business expects to spend about $8 million on Big Data related activities. The early adopters of Business Intelligence and Big Data have gained a significant advantage. Bain & Company examined over 400 large companies and their research has shown that those with the most advanced analytics capabilities are outperforming their competitors by wide margins. Leaders in the field are twice as likely to be in the top quartile of financial performance within their industries, five times as likely to make decisions much faster than market peers and are three times as likely to execute decisions as intended. Advanced users of BI are now shifting from desktop to mobile, but the question is how to manage this shift and overcome issues to enable mobile decision support for decision making anytime, anywhere. Converging the cloud and BI to enable the central coordination of applications for information delivery to any device asks for a complete tool that meets quality standards. Up till today, a complete tool does not exist and it is very challenging to show the value of BI to convince management and support decisions. This lack of value measurements results in difficulties of ROI measurements of BI solutions and thus the demand for performance management is growing momentum. After the staggering success and interest for our local Business Intelligence conferences in Stockholm, Oslo and Amsterdam, we are now glad to present our inaugural Pan-European Decision Support Days conference. The Decision Support Days is not just a conference. It is a business focused benchmarking tool for strategy makers and business owners working with Business Intelligence and Business Analytics from across Europe and beyond. The conference will shed light on the current BI or BA strategies, processes, tools and models that organisations in Europe and beyond are using in order to utilize both internal and external data to drive business and enable faster data-driven decision making. Welcome to the European Decision Support Days 2015 Find out more: http://www.decisionsupportdays.com/

1. Amsterdam 23rd - 24th of April
ORGANISATION
PLUS
BECOMING
A DATA
DRIVEN
a
event
Find out more at Join us on:
@www.decisionsupportdays.com Allchar
Twitter: @DecisionDays

2. 2 European Decision Support Days 2015
Agenda overview:
Day 1 - 23rd of April
12:00 Registration starts
12:15- 13:15 Networking Lunch
13:15 - 13:30 Chairman opens the conference
13:30 - 14:15 Becoming a data driven company: How to get value out of your data and use BI and BD on a strategic level?
14:15 - 14:45 Fire safety intelligence: Deployment of data for a safer society
14:45 - 15:15 Networking Coffee and 1 to 1 meetings
15:15 - 16:00 Panel Discussion “Deployment” - How to get towards a “free” complete, cloud enabled tool that meets quality standards?
16:00 - 16:30 Prescriptive & Predictive analytics: Moving away from reporting towards valuable and intelligent business information
16:30 - 17:00 Agile Big Data: moving away from the classical waterfall approach
17:00 - 17:30 Summary by the Chairman
17:30 - 19:00 Networking Cocktail
19:00 Networking Dinner
Day 2 - 24th of April
08:45 - 09:00 Chairmen open the streams
Stream 1: Mobile Stream 2: Performance
09:00 - 09:30 Shift from desktop to mobile: How to manage the
shift and overcome issues to enable mobile decision support for
decision making anytime, anywhere?
09:00 - 09:30 Value of BI: How to show the value of BI to convince
management?
09:30 - 10:00 Duplication: Do we need to duplicate everything for
different devices?
09:30 - 10:00 Measuring customer return: How to connect users
and applications to a revenue stream on customer level?
10:00 - 10:30 Cloud: Converging the cloud and mobile BI to enable
central coordination of applications for information delivery to any
device.
10:00 - 10:30 Performance Management integration: How to
integrate your current performance mgmt system with your BI
Solution?
10:30 - 11:00 Networking Coffee and 1 to 1 meetings
11:00 - 12:00 Round table: Open Data - Should certain data be freely available to everyone to use and republish without restrictions?
12:00 - 12:30 Visualization: Showing the right information in a user friendly way
12:30 - 13:00 Data handling: Data Handling in the digital age: considering organisational culture and structural set-up
13:00 - 13:15 Chairman closes the conference
13:15 Closing Networking Lunch/Drink
Editorial Director Maaike Gerritse, +46 8 120 505 67, maaike.gerritse@copperberg.com, Creative Director and Website Development Robert
Dahlqvist, robert.dahlqvist@coordinatum.com, Marketing Director Malin Petterson, +46 8 000 92 91, malin.petterson@copperberg.com,
Partner Manager Ana Korzina, +46 8 120 505 62, ana.korzina@copperberg.com, Copperberg AB, Lützengatan 2, 115 20 Stockholm, Sweden, Tel:
+46 8 651 11 90, Fax:+46 8 441 07 93, Email: info@copperberg.com, www.copperberg.com
Copyright© Copperberg 2013. All rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in
any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner.
All views expressed in this journal are those of the respective contributors and are not necessarily the opinions of the publisher, neither do the
publishers endorse any of the claims made in the articles or the advertisements. Printed in Sweden

3. European Decision Support Days 2015 3
Editors Note
Embrace data driven
decision making!
The market of BI is shifting from early adoption to actual imple-mentation.
It has gradually evolved from being rigid to a much more
flexible, agile process, that is cloud enabled, that organizations
as well as individuals can utilize. This change has now reached Europe,
with 37% of the companies performing Business Intelligence projects.
Big Data is projected to be a $28.5 billion market in 2014, growing to
$50.1 billion in 2015. The average business expects to spend about $8
million on Big Data related activities.
The early adopters of Business Intelligence and Big Data have
gained a significant advantage. Bain & Company examined over
400 large companies and their research has shown that those
with the most advanced analytics capabilities are outperforming
their competitors by wide margins. Leaders in the field are twice as
likely to be in the top quartile of financial performance within their
industries, five times as likely to make decisions much faster than
market peers and are three times as likely to execute decisions as
intended.
Advanced users of BI are now shifting from desktop to mobile, but
the question is how to manage this shift and overcome issues to
enable mobile decision support for decision making anytime, any-where.
Converging the cloud and BI to enable the central coordination of
applications for information delivery to any device asks for a complete
tool that meets quality standards. Up till today, a complete tool
does not exist and it is very challenging to show the value of BI to
convince management and support decisions. This lack of value
measurements results in difficulties of ROI measurements of BI
solutions and thus the demand for performance management is
growing momentum.
After the staggering success and interest for our local Business In-telligence
conferences in Stockholm, Oslo and Amsterdam, we are
now glad to present our inaugural Pan-European Decision Support
Days conference. The Decision Support Days is not just a conference.
It is a business focused benchmarking tool for strategy makers and
business owners working with Business Intelligence and Business
Analytics from across Europe and beyond. The conference will shed
light on the current BI or BA strategies, processes, tools and models
that organisations in Europe and beyond are using in order to utilize
both internal and external data to drive business and enable faster
data-driven decision making.
Welcome to the European Decision Support Days 2015.
https://www.linkedin.com/pub/maaike-gerritse/64/b3b/58
Maaike Gerritse
Editorial Director, Allchar
Features
Program features
- Tools to achieve your objectives
Meet & Eat
Our unique lunch-to-lunch
concept enables three major
networking possibilities in a very
relaxed atmosphere. Discuss the
hottest trends and developments
with your peer’s while enjoying a
nice bite and drink.
Panel Discussion
Our interactive panel discussion will
delve into hot topics of Business
Intelligence. Guided by a chair-man,
our panelists will express
their own thoughts and react to
the questions of the audience.
Round Tables
During our round table session you dive into a specific subtopic within
Business Intelligence, while being guided by a moderator. This allows
you to discuss and interact on a small scale and share your thoughts!

4. 4 European Decision Support Days 2015
Advisory Board 2015
BI Advisory Board
Our conference Advisory Board is a consultative group tasked with contributing and supporting creation of the agenda. Board members come from the
management level of leading organizations and represent different industries and nationalities.
Our business management experts have a strategic role in ensuring that the conference is of high quality and addresses the most current issues.
Tanja Yliniva
Head of Business
Controlling
Sodexo Sweden
Nina Nordqvist
Commercial Operations
Manager
Covidien
Patrick Eckemo
Head of New IT
CSN
Britta Dalunde
Ingela Gundmark Göthe
Strategisk rådgivare,
Processansvarig intern
kontroll, Hälso- och
sjukvårdsförvaltningen
SLL
Magnus Larsson
VP Finance Business
Line Special Plate
Outokumpu Stainless AB
Louise Bagewitz
Head of Business
Intelligence
Nobia
Magdalena Tropp
Beslutsstödsansvarig
Stockholm Vatten AB
Emiel van Bockel
Chairman of
Decision
Support Days
Malin Kristianson,
Business Intelligence
Manager
Swedish Match
Ingalill Forck
Analytiker Stadslednings-kontoret/
Personal-strategiska
avdelningen
Stockholms Stad
Mattias Andersson
CRM Manager
Twilfit
Peter Lagergren
Senior Business
Controller
Verisure Innovation AB
Davide Maiello
Head of Market &
Business Intelligence
for Europe & CIS
Knauf Insulation
Carl-Fredrik Edgren
Landstingsdirektörens
stab Landstinget
Västernorrland
Robert Lönn
Business Intelligence
Manager
3
Laurent Fayet
Head of Business
Intelligence
Euroclear
Christian Jönsson
Senior VP Global Shared
Services
Oriflame

5. European Decision Support Days 2015 5
Speakers 2015
Emiel van Bockel, Chairman Decision Support Days
Emiel van Bockel is expert in strategic information manage-ment
and business intelligence. People call him a visionary
and thought leader in both the data world and the world of
process, which is quite unique. He received his Bachelor’s in Information
Engineering and Master’s in Management & ICT. Since 1997, Emiel is respon-sible
for many successful Business Intelligence projects. he implemented
on of the world’s first (2006) ‘Business Intelligence as a service system’,
which received the Dutch Business Intelligence Public Award (2007). Emiel
is a frequently asked (keynote) speaker at international seminars like the
European TDWI, Gartner BI Event EMEA, Oracle Open World, UK and Benelux
User Group, Dutch Information Management Event. Emiel is able to point
out his very clear view on adding value by using information for business, on
conceptual as well practical level. On occasion, he lectures at academies like
the University Nyenrode, Business School of London, Saxion International
University. Emiel is also columnist at ICT Media TITM (Dutch Magazine for IT
executives).
Barry van ‘t Padje, Program Manager Fire Safety
Intelligence, Fire department Amsterdam-
Amstelland - Winner of the BI Award
Barry van ‘t Padje is an Information Manager with Fire
Corps Amsterdam – Amstelland. Barry studied organization philoso-phy.
One of his first jobs was philosopher of the new town Almere
(near Amsterdam). His main interest was the meaning of local
democracy in a city that is governed by networks of big organizations.
Later he specialized in crisis and disaster management. He was one
of the pioneers that introduced the concept of resilient communities
and emergent crisis management in the Netherlands. Since 2011 he
worked on the concept of fire safety intelligence: how can we make
our communities safer with big data, analytics and mobile internet?
(from internet)
Sandor Varsanyi, Business Intelligence Manager,
SABmiller Europe
Daniel Cho, Marketing Director, Philips Healthcare
Daniel Cho is the Director of Marketing, Market Intel-ligence
& Global Pricing for Patient Care & Clinical
Informatics, a 2B Euro+ arm of Philips Healthcare. Daniel
is responsible for the global Market Intelligence needs of
the PCCI Business Group, in the areas of intelligence about
markets, competitive intelligence, business intelligence and customer
intelligence. Daniel is also the head of global pricing, to help PCCI businesses
to use pricing as a tool to optimize profitability and gain both cost and
value advantages against international competitors. Daniel has also in
the past vast experience in sales, product marketing, asia pacific sales
developments and management consultancy. Daniel had more than 18
years of experience in the healthcare industry.
Mauricio Hernandez, Business Intelligence &
Controlling, Service Area Manager, Southwest
Europe, Danone
B.S., Computer Systems & BS Management, a Master
degree on Personal Development and Leadership. After
his first job at Intellego, he joined Danone Mexico, where
he was working as Project Manager in Sales & Distribution and as BI
Manager to both division: Dairy & Waters. He was promoted to work on
Business Intelligence Competence Center team at Danone Group - 3
years as BICC Front Office Manager coordinating WW BI deployments,
and 2 years as BICC Innovative & Evolutive Manager on projects con-cern
new technologies to solve business needs. His current position
is BI & Controlling Business Solutions Manager for IS HUB Southwest
Europe, coordinating governance, project and ongoing of BI area in 11
business units in 3 countries.
Henrik Gothberg, Director Business Intelligence
and Lead Development, Business Sales Europe,
Vattenfall
Laurent Fayet, Head of Business Intelligence and
Business Analytics, Euroclear
Laurent Fayt is currently Head of Business Intelligence within
the Application Development and Maintenance division at
Euroclear SA/NV. Laurent has worked for more than 12 years in the financial
transaction services industry. When joining Euroclear, Laurent first started
his career in financial management as financial controller. He then moved
to financial project management on a variety of topics, holding various roles
from functional analyst to project manager. In 2005, Laurent joined the
Operating Model division to work on organizational change. Since 2006,
Laurent is part of the Application Development and Maintenance division.
In this division, Laurent has focused on business transformation manage-ment
and held various management positions including financial offices for
strategic IT programs head of PSO, head of Project Analysis Office and head
of PMO. In these roles, his work focused on improving project management
practices and providing analysis to management as support to decision
making. As Head of Business Intelligence, his main focus areas are the
Business/IT partnership, Agile BI self-BI, BI tooling portfolio, structured/
unstructured data and predictive analytics.
Anwar Mirza, Financial Systems Director, TNT
Express
Anwar Mirza’s numerous senior positions in financial
management have allowed him to be involved in Data
Governance & Masters Data Governance programs both
within TNT and other companies. Anwar has spoken about
his Data Governance implementation methodology and experiences in
published articles and seminars for, among others, the legal, financial,
IT and professional services industries. He is an adviser to many multinational
companies and consulting firms in USA, Australia, Asia and Europe. Anwar
is now in the process of embedding his unique perspective on this subject
within mainstream education at university level.
Frank Loventvos, Sr BI-Advisor, ANWB

6. 6 European Decision Support Days 2015
Discussion Topics
Program Overview 2015
+
• Using BI as the strategic heart
• Use of Big Data for real time, data supported decision
making
• Getting actual value out of your data
Day 1 - 23rd of April
n 12.00 Registration Starts
n 12:15 - 13:15 Networking Lunch
n 13:15 - 13:30 Emiel van Bockel, Chairman of Decision Support Days opens the conference
n 13:30 - 14:15 Becoming a data driven company:
How to get value out of your data and use BI and BD
on a strategic level?
BI has shifted from being a ‘nice to have’ to a ‘must have’. It
is now in the heart of the organisation, pumping essential
information and data into all departments who use this for
decision making. But becoming a data driven company is
not that easy. As if getting actual value out of your data is
not challenging enough, it becomes even more complex
if it is used on a strategic level. This session will present a
business case that focuses on practical experience and will
show how others have overcome their issues and turned
their business into a real data driven company.
n 14:15 - 14:45 Fire safety intelligence: Deployment of data for a safer society
The policy of the national fire departments is to emphasize the prevention of fires instead of extinguishing them. The fire
department of Amsterdam-Amstelland was the pioneer when it comes to addressing this challenge, by successfully using
Business Intelligence and Business Analytics. This enabled them to do risk profiling based on facts instead of expert-theo-ries.
With this approach they won the Dutch BI award, but this is only just the beginning..
Barry van ‘t Padje,
Program Manager Fire Safety Intelligence,
Fire department Amsterdam-Amstelland
Anwar Mirza,
Financial Systems Director,
TNT Express

7. European Decision Support Days 2015 7
Program Overview 2015
n 14:45 - 15:15 Networking Coffee and 1-to-1 Meetings
Discussion Topics
+ n 16:00 - 16:30 Prescriptive & Predictive analytics:
Moving away from reporting towards valuable and
intelligence business information for smart decision
making
They always say ‘ learn from your mistakes’, and with the
rise of Big Data and Business Analytics this has become
more and more possible. With large amounts of both structured
and unstructured data we now have the ability to do predictions
on when and why things will happen and what will happen.
With all these insights it even becomes possible to act
preventive and optimize the business. Prescriptive analytics
can help you with decision options on how to take advantage
of future opportunities.
• Doing more with your data than just creating reports
• Using prescriptive and predictive analytics to make
predictions based on past performance and suggest
decision options based on the past
• Using different data to predict what will happen, why
this will happen and at what time, and taking
advantage of these insights
n 17:00 - 17:30 Summary by Emiel van Bockel, Chairman of Decision Support Days
n 17:30 - 19:00 Networking Cocktail
n 19:00 Networking Dinner
Speaker TBA
n 15:15 - 16:00 Panel Discussion
Our interactive panel will dive into hot topics within the BI field. This session will allow you to interact with our panel experts
and share your opinion.
n “Deployment” - how to get towards a ‘ free’ complete, cloud enabled tool that meets quality standards?
BI tools are expensive. There are high licensing costs and a different model to deploy tools is very much welcome. There are
a lot of good tools out there, but none of them is the ‘complete’ package, and many different tools are not interchangeable.
Should there be an industry standard that allows applications of different tools on the same dataset?
Daniel Cho,
Marketing Director,
Philips Healthcare
Mauricio Hernandez,
Business Intelligence & Controlling,
Service Area Manager, Southwest Europe,
Danone
Panellists TBA
n 16:30 - 17:00 Agile Big Data: moving away from the classical waterfall approach.
The moment you start looking at data and your analysis results, the understanding of the data will have evolved so much that
your original question will have been significantly refined. By using an agile approach, involving a strong business and analyt-ics
team partnership, and an iterative process will ensure a successful outcome to your Big Data Analytics process. In order to
be successful the business needs to get involved in the various phases of the analytics lifecycle and working in iterations. This
journey of Big Data Analytics implementation is complex and uncertain, but also full of prospects and benefits for those who
will be able to leverage the true value of data.
Laurent Fayet, Head of Business Intelligence and Analytics Euroclear

8. 8 European Decision Support Days 2015
Program Overview 2015
Day 2 - 24th of April
n 09:00 - 10:30 Stream sessions
n 1: Mobile BI n 2: Performance
Thanks to the change from the “wired world” to a wireless
world, a new era of mobile computing in the field of BI is
enabled. Large numbers of companies are now under pres-sure
of diving into this field to nurture their need for higher
efficiency, better and faster decision making and real-time
delivery of data to make decisions anytime and anywhere.
n 09:00 - 09:30 Shift from desktop to mobile:
How to manage the shift and overcome issues to enable
mobile decision support for decision making anytime, anywhere?
Frank Loventvos, sr BI-Adviseur, ANWB
n 09:30 - 10:00 Duplication: Do we need to duplicate
everything for different devices?
n 10:00 - 10:30 Cloud: converging the cloud and
mobile BI to enable central coordination of
applications for information delivery to any device.
The volume of organizational and external data is growing
tremendously and it is becoming more and more difficult
to get value out of your data within monetary and time
constraints without feeling overwhelmed. Managing your
performance is becoming more important to make sure you
get value in return for your time and money.
n 09:00 - 09:30 Value of BI: How to show the value
of BI to convince management?
Sandor Varsanyi, Business Intelligence Manager,
SABmiller Europe
n 09:30 - 10:00 ROI of BI Solutions: How to measure
the return of your BI investment?
n 10:00 - 10:30 Performance management
integration: How to integrate your performance
management system with your BI solution?
n 10:30 - 11:00 Networking Coffee and 1-to-1 meetings
n 11:00 - 12:00 Round Table Discussion:
Several roundtables are set, each with a specific subtopic within Business Intelligence and Business Analytics and each
guided by a moderator. You can attend 2 tables for 30 minutes each.
Risks of data sharing Benefits of data sharing An open data society? Securing data

9. European Decision Support Days 2015 9
Program Overview 2015
Discussion Topics
+ n 12:00 - 12:30 Visualization: Showing the right
information in a user friendly way
Analytic tools have become so advanced that they can be
used on organizational level but also on an individual level.
Due to this shift, a need for personalized dashboards and
reports is initiated and companies are searching for ways to
visualize and explore data at a very high speed.
• How visualization can boost BI
• How ‘end users’ must see data to get a better
understanding
• Self-service tools to empower individuals towards
personalization
Discussion Topics
+
• The digital transformation at Vattenfall: How they
handle their data
• How organisational culture influences your data
handling strategy
• How to structure your data handling in the digital age
n 13:00 - 13:15 Chairman Emiel van Bockel closes the conference
n 13:15 Closing Networking Lunch/Drink
Speaker TBA
Henrik Gothberg, Director Business Intelligence and
Lead Development, Business Sales Europe, Vattenfall
n 12:30 - 13:00 Data Handling in the digital age:
considering organisational culture and structural
set-up
With things like self-service, where you not only deal with
different tools, but also a paradigm shift towards allowing
people to be free in their device and application choices,
companies run into large risks and increased complexity in
terms of data handling. The digital transformation and data
handling are closely connected and in order to get your view
straight, especially in large organisations, you need to set the
right operational structure. But while setting this structure
you need to bare the organisational culture in mind in order
to facilitate and balance the digital transformation.

10. 10
Register for the 2015 edition
+
European Decision Support Days 2015
Join our
LinkedIn Group!
(Allchar)
+
Follow us
on Twitter!
Twitter: @DecisionDays
+
3 Easy ways
to register:
Phone:
+46 8 651 10 90
Email:
registration@copperberg.com
Website:
www.decisionsupportdays.com
TERMS & CONDITIONS
+
Early Bird
Discount:
590 Euro
Ends 19 December 2014
Pricing
Full Delegate Pass (end users only)
590 Euro (excluding tax) - Regular price 1190 Euro (excluding tax)
Email: registration@copperberg.com
or call hotline: + 46 8 651 10 90
Your booking is binding. You may substitute a delegate at any time. Please note that substitutions are not permitted unless approved by the
organizers. For all cancellations (without an approved substituted delegate) received in writing more than 5 business days prior to the event and,
a €120 (+VAT) administrative fee will be charged and a credit voucher for the remaining amount will be issued. Credit vouchers may be used at
any Midfield Media conference within one year of issuance. For cancellations less than 5 business days prior to the event, the full amount of the
delegate pass is non-refundable. Full payment is due 10 days upon invoice and no later than 5 business days prior to the event. Delegates that
have NOT submitted payment prior to the event will not be admitted to the event. Admittance is then only granted upon approval of credit card
payment directly onsite.

11. European Decision Support Days 2015 11
We tailor make Your individual
Business Suit to fit Your specific
business objectives
Partner Manager,
Ana Korzina
Phone: +46 8 120 505 62
E-mail: ana.korzina@copperberg.com
Sponsor our Decision Support Days!
After staggering success and interest for our local Business Intelligence conferences in Stockholm, Oslo and Copenhagen,
we are now coming to Amsterdam to deliver the best platform for Business Intelligence and Business Analytics
professionals in Europe and beyond.
We are very proud to see the event diving into new markets and we expect this edition to be a big success. Mark your
calendars, business opportunities are waiting!
• Reduce investment on research and education
• Direct access to senior level decision-makers
• Great place to show full potential of product and enter new, but developed market
• By invitation only; All attendees are carefully screened for business critical issues
• Innovative components; with new ideas ranging from speed networking to executive circle discussions we are
determined to give you and the delegates genuine value from attending this event
• Limited Partner Opportunities; We are inviting a limited number of partners, all well evaluated for the best match
making effect

12. Allchar
Lützengatan 2
115 20 Stockholm, Sweden
Phone: +46 8 650 02 70
Fax: +46 8 441 07 93
Email: info@allchar.com
www.allchar.com
© 2014 Allchar. All rights reserved.
For more information, email info@allchar.com or visit www.allchar.com.