Stop building data debt. Start building a foundation for Data Warehousing with BigQuery, CRM integration, and advanced marketing signals.

The landscape of digital analytics has shifted. It’s no longer enough to just “install tags.” In an era of server-side tracking, privacy regulations, and complex customer journeys, the quality of your analysis is entirely dependent on the quality of your foundation – the tracking concept.

Most brands are drowning in Data Debt — fragmented naming conventions, siloed backend data that cannot be connected to Marketing analytics, and broken event tracking that makes deep analysis impossible. The result? Garbage in, garbage out.

This Webcast previews the Tracking Concepts Masterclass by Kristina and Jenny, held on 30 April 2026 in Copenhagen.

More Information
https://brandleadership.community/academy/masterclass-data-for-scalable-analytics-marketing/

About the Trainers/Speakers

Kristina von der Bank is the Director of Marketing Technology at mohrstade, based in Cologne, Germany, where she leads complex digital analytics initiatives for international brands. With over five years of specialized experience, she is an expert in architecting scalable data collection systems and cross-platform measurement strategies for both web and app environments.

Kristina’s core strength lies in her ability to bridge the gap between technical data layers and executive strategy. She excels at translating raw datasets into clear, actionable business recommendations that optimize user experiences and drive commercial growth. Her approach ensures that advanced analytics setups remain privacy-compliant while delivering the high-quality signals needed for modern marketing activation.

When she isn’t architecting data solutions, Kristina is an avid athlete with a passion for bouldering and a loyal supporter of her home football club, Eintracht Trier.

Jenny Bachmann is a Senior Consultant in Marketing Technology at mohrstade, based in Potsdam, Germany. With over 15 years of experience in web development prior to specializing in MarTech, she offers a rare bridge between deep technical execution and high-level digital strategy.

Her expertise lies in architecting scalable tracking concepts, advanced server-side implementations, signal engineering, and data enrichment. Having worked across agencies, consultancies, and in-house brand teams, Jenny has a proven track record of helping organizations transform fragmented data into measurable, user-focused digital experiences.

Beyond her professional consultancy, Jenny is a dedicated contributor to the analytics community. She serves as a long-standing volunteer for MeasureCamp Berlin, where she supports the event through web development, design, and community engagement.