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Small Data: Embrace your inner Sherlock Holmes

Gitte Sandlykke

Gitte Sandlykke


As TARGIT CMO, I work at the exciting crossroad of business intelligence and global marketing innovation. I have the honor of working with a diverse and extremely dedicated team of marketers within the areas of Market Intelligence, Branding, Content, Web, PR, Campaigns, and Social Media.

My constant challenge is to look ahead, and to consider all the elements of a complete marketing program and evaluate where it would be smarter to spend our resources. We collect data every second on the interactions of customers, potential buyers, and stakeholders -- and turning this knowledge into actionable marketing is an exciting and challenging task. It can be very daunting if data is not cleaned and processes are not in place to monitor efficiently. Trust me, I know. And I know from experience how difficult it can be for marketing people to explain the importance of data for running efficient marketing programs. I also know the joy when you start to see the world around you more clearly.

In our constant push for facts and data-driven decision making, I am also the advocate of soft measures. I ask myself what truly triggers decisions, try to understand the perceptions and motivations, and seek ways to communicate the human aspect of being an intelligently run business. Those tough decisions that make your stomach hurt, and those fun, eye-opening moments that makes a big impact – and make all the hard work worthwhile.

I am a true believer that life should be fun and challenging at the same time. Both at work and at home. I have two fantastic kids – age five and six, and for me, the constant balance between loving my family and my career at the same time is key.


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