Bio:

Dr. Franziska Engelhard is a digital storyteller (senior manager digital analytics global brands) based at adidas HQ in Herzogenaurach, Germany. In her role, Franziska acts as a boundary-spanner between the digital and business space by picking up strategic and marketing-oriented business questions and answering them with the help of a variety of area-specific analytics. Her focus areas include digital performance marketing and digital marketing analytics. Besides being responsible for the conceptualization of a standardized reporting in form of the Digital Analytics Framework, Franziska ensures through various projects that data-driven decision making is key for the prediction of future marketing performance. By working at the interface of business and digital, most important to her is making sense out of data and being able to tell the right story to various stakeholders. Prior to her role, she worked as executive assistant to CEO in Munich and holds a PhD in international management.