Krista Seiden is a digital analytics leader, consultant, and educator with nearly 20 years of experience helping organizations turn data into better decisions. She spent nearly seven years at Google, where she served as the Google Analytics Evangelist and a Product Manager for GA4, and is now a Principal Product Evangelist at Amplitude. Krista is also the founder of KS Digital, a consultancy focused on analytics strategy, implementation, and enablement for enterprise organizations. She has created multiple Analytics Academy courses reaching over a million learners, speaks regularly at industry conferences, and is known for making complex analytics concepts practical, approachable, and actionable.
Navigation is my passion and I seek to help colleagues and the company I work for to get the best out of themselves.
Sandy is part of FELD M's Data Product Team, with five years of experience in business intelligence and analytics engineering. She helps clients build end-to-end data solutions, from integration to dashboarding, using tools including Funnel, Tableau, and dbt. Her recent focus also includes agentic analytics tools and their role in modern data workflows.
Linus Kühne is Head of Digital Analytics at CEWE, where he leads the development of data-driven capabilities across digital channels. He has built and scaled analytics structures and teams, enabling cross-channel customer journey insights across web, app, and software. His focus is on translating data into clear direction and empowering organizations to make better, more informed decisions.
Frederik is part of the FELD M team, bringing over a decade of experience in digital analytics with a strong focus on Adobe Analytics, Customer Journey Analytics, and the Adobe Experience Cloud. As an Adobe Analytics Champion, Community Advisor, and User Group Lead, he shares his expertise through conference talks and his award-nominated blog https://www.fullstackanalyst.io.
Lukas Oldenburg has led dozens of successful Analytics projects - and some failed ones. Large e-commerce sites and financial institutions are his industry focus. On the Adobe front, he is mostly known for his Bot management approaches and his Adobe Analytics Component Manager for Google Sheets (offered via Datacroft).
Frank Gröger has been working as a digital analyst for more than 10 years. He develops and implements analytics solutions with a focus on Adobe products. His passion is making digital customer journeys measurable in order to design them optimally for customers. In particular, overcoming technical challenges and continuously improving existing solutions fuel his ambition.
Eliot joined FELD M’s web analytics team 15 years ago as a data analyst and consultant. He started out working with WebTrends and now focuses mainly on Adobe Analytics and FullStory. He enjoys bringing order out of chaos and diving deep into data to ensure that every bug is detected. A lover of structure, he also spent ten years as the product owner of FELD M’s “Datacroft Link Manager”, a SaaS solution that provides our clients with a searchable interface for generating custom campaign tracking links. He was also responsible for the “Datacroft Campaign Data Importer”, a custom service that transmits data from Ad Providers such as Google Ads or Meta to Adobe Analytics.
Andreas Markhauser has been part of the FELD M team since 2012, working as a Technical Consultant for Web Analytics. He specializes in designing and implementing robust tracking architectures, with a strong focus on tools within the Adobe stack. His expertise also includes frontend technologies like HTML, CSS, and JavaScript, enabling him to bridge technical implementation and business requirements effectively. His recent work focuses on server-side tracking, consent-aware analytics setups, and modern tagging solutions to support reliable, data-led decision making.
Kai has been part of the FELD M team for over 12 years and has worked with clients across multiple industries, from initial concept through hands-on implementation, analysis, and activation. By combining technical knowledge with practical experience and a focus on actual people, he aims to get the best out of Adobe Analytics, Target, Real-Time CDP, and Launch - and make daily work more enjoyable.
Simon is a long-standing member of the FELD M team with over 10 years of experience in digital analytics. He enjoys supporting clients in all steps of their analytics journey, specializing in reporting, analysis & optimization. Long at home in Adobe Experience Cloud, particularly Adobe Analytics, he designs sleek tracking setups and helps teams squeeze real value out of them.
Lutz Wiechert is the founder and managing director of FELD M. With over 20 years of experience in data and analytics, he regularly organizes and attends events centered on the analytics community in the DACH region.
