Friday, Oct 7, 2022
9:00 am - 5:00 pm
€895 excl. MwSt.

Data Design Thinking with Martin Szugat

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.

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 Design 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, 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.



8:30 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 Coffee break
11:00 pm Practice I: Identify analytical use cases with the Business Model Canvas and prioritize them with the Analytical Maturity Canvas
12:30 pm Lunch break
1:30 pm Practice II: Concretize user & customer needs with the Analytics Use Case Canvas as well as specify analytical solutions with the Data Strategy Canvas
3:00 pm Coffee 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 of workshop


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 Roche, Nestlé, Kühne+Nagel, Axel Springer and ProSiebenSat1. 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 & Deep Learning World conferences in Germany. He has been lecturing on Data Thinking & AI Product Management at the education provider StackFuel and at the Hochschule für Wirtschaft in Zurich since 2020. He is also on the advisory board for media & IT at DDG AG and a sought-after keynote speaker at international and national conferences and events.

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



“I really enjoyed the Data Business seminar. Martin is very friendly and also very competent. I especially liked the good mix of content and application examples. It met my expectations, that’s why I find the seminar recommendable.”

– Irmen Rebai, Senior Manager Digital Transformation, EnBW Energie Baden-Württemberg AG

The Data Thinking course provides a great approach for structuring a roadmap, risks and value of all data products, starting from simple reporting to complicated A.I. models. We have implemented it and as a result improved product planning process and reduced number of risks. Also it helps in such complicated processes as requirements gathering and prioritization. Our business departments appreciated the approach. I strongly recommend this course for all IT and business leaders.”

– Nikita Matveev, Chief Data Officer at S7 Airlines

“As a keynote speaker on the topic of Data Science, Martin Szugat was able to bring strong impulses into the organisation within the framework of “Data Thinking” and has thus brought the topic of data strongly to the fore within the framework of the digital transformation at Roche. Furthermore, Martin successfully supports us in the development of an overarching data strategy in Roche Diagnostics GmbH through the moderation of workshops, which exhibits the company in a future-oriented way. Martin will continue to accompany us on this path.”

– Nadja Schaefer, Digital Transformation Manager at Roche Diagnostics GmbH

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