By Anne La Cour Thysen

Since its introduction in 2013, IWDK has been a tech festival primarily based on crowdsourcing, with events mainly in Aarhus and the Central Denmark Region. In the transition to an all-virtual festival, we invited our community to host a webinar at our Community Stage instead. We are proud that 40 different companies and organizations decided to be a part of this special edition of Internet Week Denmark, and this year’s online program features everything from AI and digital democracy to trend studies.

We caught up with two speakers from the customer-data platform Custimy.io: Martin Navne, CEO and co-founder, and Kristoffer Degn, CCO and co-founder. Together, they hosted ‘E-COMMERCE: FREMTIDSSIKR DIN KONKURRENCEEVNE‘ on how SMEs can use data in order to increase their competitiveness and improve customer experience. Read the IWDK Festival Magazine.

Q: What do you associate with this year’s IWDKtheme “Trust & Tech // Today & Tomorrow”?

Martin: The words point out the most important agendas in the present digital age. Responsibility should follow naturally from technological development, but who are responsible? Where and how can responsibility be placed? We have to ensure that technologies comply with both legislative requirements, and we must consider the ethics – today and in the future.

Kristoffer: The theme makes me think about how we can use technology to increase security and trust. In my opinion, tech is an element that creates a healthy ’economic wheel’ in our world. In general, this enables us to improve customer experience, increase automation and thereby create sustainable businesses.

Martin: In connection with technological trust and moral code, we are in a situation where we sail the boat while we build it. This calls for reflection, nuances, responsibility and knowhow.

Q: What are you going to talk about at your event at IWDK, and why do you want to contribute to networking and knowledge sharing during the festival?

Martin: Custimy wants to shed light on the use of technology for improving customer experience and becoming more profitable. The point of departure in our event is how you can future-proof a healthy and strong business in the digital age, and how you can compete with the big conglomerates and other digital players. We will also touch upon how data and tech contribute to synergies and measurabiilty across business initatives and goals.

Kristoffer: For instance, this includes future-proofing your e-commerce business and fighting against big actors like Amazon. This subject is close to my heart, becuase I have been an e-commerce manager and CMO and have taken up the fight against companies like Power and Elgiganten.

Martin: In our opinions, SMEs are sometimes overlooked, because developers often target their software to large companies. Therefore, Custimy wants to share our knowledge on how SMEs throughout the supply chain can benefit from the possibilities that technological development offers. Our vision is to make advanced and clever technologies accessible, usable and profitable to SMEs – without the need for major investments. That’s why Custimy exists!

Kristoffer: Knowledge sharing is an important part of creating the future. Therefore, IWDK is an engenious gateway for ”skipping steps” through learning about other people’s experiences within this field.

Q: What do you consider the main advantages of technology and ’datafication’ with regards to societal development?

Kristoffer: The use of tech and data contribute to more qualified work and decisions, because processes become more personalized and faster. Also, a lot of workflows are being streamlined, which, overall, will generate more profitable businesses and better customer experiences.

Martin: It’s about competitiveness. That’s the most relevant goal for businesses in our current society. We should not end up in a situation where companies like Amazon, Wish, Zalando and Google are the only existing players. Over 80 percent of Danish companies are SMEs, and we owe them accessible technologies to ensure their competitiveness. Data and technology are essential factors to all organizations – regardless of their size.

Q: Which problem are you most concerned about in relation to the use and implementation of tech and data?

Martin: We see a tendency that data is not accessible to the relevant stakeholders in the optimal formats. This is a nuisance in terms of workflow and maintenance. Technology such as no-code, low-touch and serviced BI may be a solution, as it erodes complexity and makes data more machinable.

Kristoffer: Data is quality. We are clearly witnessing the consequences of ”bad” data and how these consequences affect the results – which are made possible because of tech and data in the first place. It’ is absolutely a limitation of your company if you cannot manage or track your data.

Martin: I have written an article in Børsen in which I discussed how you can manage this problem. My central point is that tech and data are ”difficult fish” to work with. We are witnessing a gap between the world of tech and other industries. This gap is caused by a lack of communication, knowledge sharing and cooperation between ”technologicals” and business people. If we manage to build that bridge, we can ensure cohesion and understanding and make the necessary changes within the fields of tech and data.

Kristoffer: At Custimy we usually say: ”You cannot be better than the data that is available. This is applicable regardless how you work with your data.”

Q: Which topics are you looking forward to diving into during IWDK? Are you attending other events at the festival?

Kristoffer: In general, the field of data is my big interest. I think that data is the basis for a healthy and sustainable business – now, but definitely also in the future. Moreover, I am an entrepreneur by heart, and I am excited to see how startups and scaleups use different technologies in order to handle the competition with the giants.

Martin: I look forward to hearing other speakers’ perspectives on responsibility in the digital age. In this connection, I am looking forward to diving into cases about organizations that have succesfully gained value and learning how businesses assess the technological development and its direction.