Artur König is a data engineer specializing in data analysis and founder and CEO of platformimpulse GmbH, a company of the BI or DIE group. He is responsible for the full-stack implementation of data products from the data source to the final dashboard within the Microsoft ecosystem. As a former lecturer, Artur also focuses on sustainable internal and external knowledge transfer related to Microsoft Power BI and Fabric. Previously, he spent over 12 years as a consultant in IT audit, software projects, implementing reporting solutions in various industries and company sizes, and as head of business intelligence at a mid-sized software company in Germany.

Artur is active in the Power BI and data community as a podcaster, YouTuber, meetup coordinator, member of the TDWI society think tank on Self-Service & Analytics, speaker at events, and book author.

Philipp Baron Freytag von Loringhoven is an expert in data-driven marketing and customer insights with over 20 years of experience using data to optimize marketing and sales strategies. His focus is on helping companies ask the right questions and turn data into real competitive advantages—moving beyond mere performance metrics to well-founded strategic decisions.

He has built marketing teams in 42 countries, developed the CRM strategy for a leading automotive aftermarket player in the EU, and scaled digital business models for SMEs based on data. His approach combines marketing, data analytics, and strategy to enable data-informed decisions that drive both short-term efficiency and long-term effectiveness.

With his own MATCH framework, he emphasizes a holistic approach to marketing analytics. Rather than relying on isolated metrics or platforms, he integrates multiple analytical methods to precisely understand the impact of marketing initiatives. Finding the right balance between attribution, marketing mix modeling, lift analyses, qualitative insights, and message analytics is, in his view, the key to making sound decisions.

As a speaker and host of the dataengage.io podcast, he shares hands-on experience to make data-driven marketing strategies tangible. His goal is to help organizations generate real value from their data—without getting lost in isolated figures or short-term KPIs.