Decision Laundering:
Why More Data Still Leads to Bad Decisions (And What Leaders Can Do About It)
Most organizations have dashboards, AI pilots, and forecasting tools.
Yet leaders are still surprised by outcomes they should have seen coming.
In this keynote, Steen Rasmussen shows why more data doesn’t automatically lead to better decisions, and how small shifts in mindset, process, and culture can turn insight into real-world impact.
Clear. Practical. Human-first.
WHAT’S THE TALK ABOUT
More Data + More Tools = More Uncertainty?
Leadership teams today have better data than ever before.
Faster processes. Better dashboards. Smarter automation.
It feels like progress.
Still, strategies fail, targets are missed and surprises happen.
Because the problem isn’t the data, but how it’s used to make decisions around it.
Over and over, Steen sees the same pattern inside organizations:
leaders decide first, and then use data to justify what they already believe.
He calls this Decision Laundering.
And it quietly but surely weakens corporate strategy.
In this keynote, Steen challenges leadership teams to pause before committing, question assumptions before defending them,
and replace reactive decision-making with clearer conversations around data
“Digital Maturity?, A needed reflection.”
Gathering data is a technology challenge. Navigating it is a leadership one.
Most organizations don’t struggle with access to information. They struggle with how that information shapes thinking, conversations, and ultimately decisions.
In this talk, Steen introduces five practical lenses to assess how your organization truly operates when decisions matter:
Momentum
Are you keeping pace, or actually leading the digital race?
Context
Are you analyzing data in isolation, or within real market dynamics?
Alignment
Are mismatched maturity levels across teams slowing progress?
Value
Are your tech investments creating business impact, or just more noise?
Uncertainty
Is your risk strategy holding you back, or enabling bold innovation?
This journey is about developing better decision habits, not gathering better data.
WHO IS THIS FOR
Who Is This Talk For?
This keynote is designed for organizations that already have data, tools, and ambition, but struggle to turn insight into confident decisions.
It’s especially valuable for:
• Leadership teams navigating AI and complexity
• Marketing and analytics teams frustrated by insight without action
• Product and innovation leaders facing unpredictable customer behavior
• Organizations questioning the ROI of their data investments
• Companies ready to move from dashboards to decisions
If your teams feel overwhelmed by data but underpowered in outcomes, this talk is for you.
ABOUT STEEN
“I make data human. Whether speaking at global conferences or consulting Fortune 500 companies, my work is about translating complexity into clarity.”
“I make data human. My work is about helping leaders think more clearly, not adding more complexity.”
Steen Rasmussen is a global authority on digital analytics and decision-making and the founder of Data Analytics Society.
With over 20 years of experience, Steen specializes in helping leadership teams transform existing data into sharper thinking and better strategic choices.
Known for his clarity and warmth, he works with organizations worldwide, from Silicon Valley to Mumbai, translating complexity into practical action.
He is the co-founder of IIH Nordic, pioneers in operational excellence and progressive workplace models, including the 4-day workweek.
Steen also serves on boards, teaches future analysts, and hosts the long-running Web Analytics Wednesday events.
His mission is simple: help people and organizations make better decisions in uncertain environments.
Optional line you can add:
Seen recently at Superweek 2025.
Trusted By Leaders, Loved By Audiences
“Inviting Steen Rasmussen as a keynote speaker for The Google Analytics 4 Summit was a clever move based on the feedback of the audience. As an event organizer, working with him was also a breeze. his performance was so impactful that we're already considering a repeat engagement”.
Roberto Guiotto, Lead organizer, GA Summit
“Steen has been a regular keynote speaker at our last many Superweek events, and his presentations are always both enlightening and engaging. As an organizer, I appreciated his professionalism and ease of collaboration. His is the least of my concerns. His talk is so well-received that we're always eager to have him return."
Zoltán Bánóczy, Lead organizer, Superweek
“Steen is one of those experienced practitioners who "screams": Trust me, I know what I'm doing, from the moment he steps on the stage. We were glad to host him at AllWeb in Tirana, Albania, and would be more than happy to host him again. His first-hand insights were deeply valued by every single member of the audience as well as the other speakers."
Darko Buldioski, Lead organizer, ALLWEB Conference
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