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.
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.
