Sowing & Harvesting: The Journey to a Data-Driven Culture

John Tran & John-Paul de Rooij

Many organizations invest heavily in data and dashboards, only to find that better insights do not automatically lead to better decisions. So how do you bridge that gap?

In this session, John Tran and John Paul de Rooij will take you through Vattenfall’s journey toward becoming a truly data-driven organization. Using the metaphor of “sowing and harvesting,” they will demonstrate why success depends not only on technology and tools, but even more on culture and behavior.

You will learn:

Why many data initiatives fail to create meaningful impact
How Vattenfall integrated data and customer feedback into decision-making processes
How teams were empowered to take action based on insights

The speakers will also share the challenges they encountered along the way and discuss what didn’t work. Because, just like in nature, growth only happens when the right conditions are in place

John Tran

Digital Analytics & CXO LeadVattenfall

John Tran is Digital Analytics & CXO Lead at Vattenfall and believes that most data initiatives don’t fail because of technology, but because of human behavior. With extensive experience in Digital Analytics and Customer Experience Optimization, he helps organizations not only understand data but also take meaningful action based on it.

At Vattenfall, John focuses on building a data-driven culture that goes beyond dashboards and reporting. He connects strategy with execution by helping teams work with clear objectives, KPIs, and a consistent operating rhythm where data and feedback drive decision-making.

His strength lies in translating ambitious data strategies into tangible change across the organization. He is not afraid to challenge common assumptions and openly discuss what doesn’t work and where organizations often get stuck. Drawing on years of hands-on experience, John understands what it takes to turn insights into real business impact.

John-Paul de Rooij

Digital Analytics & CXO SpecialistVattenfall

John Paul de Rooij is a Digital Analytics & CXO Specialist at Vattenfall, where he focuses on building a data-driven culture in which insights lead to better decisions and tangible improvements. Working at the intersection of quantitative data and qualitative customer feedback, he helps teams understand not only what is happening, but also why.

With a background in digital marketing and experience at organizations such as bol.com, Aegon, Jacobs Douwe Egberts, and Publicis Groupe, John Paul combines technical expertise with a strong focus on customer experience. He has played a key role in implementing new analytics and customer feedback platforms within Vattenfall.

John Paul is passionate about closing the gap between data and action. By guiding teams, establishing effective processes, and making insights accessible and actionable, he ensures that data is not only available but is actively used to drive better decision-making and create meaningful business impact.