Holiday Inn Munich City Center
6-7 MAY, 2019

Putting Machine Intelligence into Production

Workshop: Data Thinking with Martin Szugat

Wednesday, 8 May, 2019

9:00 am – 5:00 pm

Holiday Inn Munich City Center

Included are two coffee breaks, lunch and soft drinks during the conference

The workshop places are limited – secure your space now!

Intended Audiences:

  • Data Scientists and Data Analysts who want to successfully establish and drive data science in their organization.
  • Professionals & Managers who want to transform their company into a data-driven business.
  • Project & Product Managers who are already developing data-driven solutions and want to accelerate and focus the development.


  1. Learn what are the critical factors for a successful data strategy and a data-driven business.
  2. Get to know the data strategy design method to develop an individual data strategy for your company on your own.
  3. Explore the power of analytical solutions and discover how to design, evaluate and prioritize analytics projects efficiently and effectively.


Martin Szugat
Martin Szugat

Founder & Managing Director


Data-driven businesses score higher than their competitors with an average of 6% increased productivity and efficiency (according to a study by the renowned Massachusetts Institute of Technology). To gain this competitive advantage, a sophisticated and individual data strategy is required. Neither is it enough to hire data scientists and data engineers to build their own data labs, nor is it sufficient to buy expensive technologies for machine learning, deep learning and artificial intelligence or to accumulate huge data lakes in the sense of big data. Without a clear objective and roadmap to achieve these goals, the data science team will be aimless, the technology will stand still, and the data will be left unused. All in all, companies lose money twice: they unnecessarily spend money on resources that they do not need, and the positive effects of potential analytics solutions, such as revenue growth or cost reduction, are either left over or only come with considerable delay.

With design thinking, an established approach exists to identify the relevant challenges from the user or customer perspective and to design innovative solutions. Data thinking extends this approach to aspects of data science to design data-driven solutions. Using the data strategy design method, the strategy consultancy Datentreiber provides free visualization tools (“canvas”) and a proven process to quickly identify the critical use cases in interdisciplinary teams (consisting of data science, IT, and engineering) and feasible solutions. The result of data thinking is a roadmap to increase the analytical maturity level of your own company as well as concrete concepts for the realization of initial solutions. Based on this data strategy, you can directly derive which resources – people, technologies and data sources – are actually needed.

The one-day workshop “Data Thinking” offers a quick introduction to the topics of design thinking and data strategy based on numerous real-world examples and practical exercises. At the end of the day, you’ll be able to independently develop and evaluate data strategies and apply the canvas tools Data Strategy, Data Landscape, and Analytics Maturity with your team. The data strategy design method will help you to speed up your data-driven business and minimize risks and uncertainties as early as possible.


8:00 am Registration
9:00 am Presentation of agenda and introduction of participants
9:15 am Lecture I: Overview of data-driven business models and processes as well as deep dive into the method of data strategy design and the design thinking approach
10:30 am Break
11:00 am Practice I: Identify analytical use cases with the Business Model Canvas and prioritize them with the Analytical Maturity Canvas
12:30 pm Lunch
1:30 pm Practice II: Concretize user & customer needs with the Value Proposition Canvas as well as specify analytical solutions with the Data Strategy Canvas
3:00 pm Break
3:30 pm Practice III: Explore data sources and gaps with the Data Landscape Canvas and define a roadmap for implementing the analytical solutions
4:45 pm Open feedback and Q&A session
5:00 pm End


With his strategy consultancy Datentreiber, Martin Szugat supports companies in their digital transformation to data-driven business models and processes with strategy workshops, consulting and seminars. His clients include companies such as ProSiebenSat1, Nestlé, TecAlliance, Süddeutsche Zeitung and GfK. His approach to data strategy design is applied by a wide range of companies across industries and disciplines to design analytical solutions for their own business or their clients and to develop successful data strategies.

Prior to Datentreiber, Martin Szugat was a partner and managing director of SnipClip, an agency for social media marketing & analytics solutions. The bioinformatics graduate has researched machine learning and data mining and worked as a freelance specialist author and IT consultant. Since 2014, he has served as program director for the Predictive Analytics World conferences in Germany.

Examples of presentation documents as well as video recordings of lectures can be found here (in German):


“For me, the seminar on data strategy design was the key to planning and implementing data-driven use cases realistically and efficiently in a regulated environment with high data protection standards. The Datentreiber approach successfully bridges the gap between the agile working methods we already use at KfW and the more technical data science perspective. Martin Szugat’s tips from personal experience of many data-driven projects in various industries also generated useful “aha effects” for establishing data science projects at KfW.”

Nora Reich, Expert Customer Analytics, KfW Bankengruppe

“In the Datentreiber seminar data strategy design, our employees got to know the method of data strategy design using practical examples and tested it in exemplary customer projects. Especially the structured approach and the many technical insights have helped us to further develop our own methodology and to sharpen the awareness of the value of data strategies in our team.”

Lutz Wiechert, Managing Director, FELD M GmbH

“As specialists in customer analysis, we help our clients to generate valuable insights from data. Martin Szugat explained his methods and models to our colleagues during a two-day workshop. The canvas method is an excellent amendment to integrate design thinking into our consulting approach.“

Cecilia Floridi, Managing Director of DataLab. GmbH