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FROM WHAT TO WHY? �- DECONSTRUCTING USER INTENTIONS �IN DIGITAL ANALYTICS

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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It’s about the decisions

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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The rings

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Oh no, it’s the commercial fixer guy

Steen Rasmussen - Steen@steen.fyi

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Superweek 2026

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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“Steen is the independent I call if I have a problem I can’t solve, need a sanity check on our direction or just need to make shit happen a bit faster in the Martech space.”

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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The business intent

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

7 of 26

The users intent

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

8 of 26

It’s not about how we sell…

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

9 of 26

Momentum

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

10 of 26

But why?

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

11 of 26

The labyrinth

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

12 of 26

The labyrinth

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

13 of 26

The actual labyrinth

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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14 of 26

The two paths to meaning

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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The shortest path: Actually asking people

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  • Why they come?

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  • Why they chose the path - and reverse?

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  • Why they leave?

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  • Why it worked?

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Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

16 of 26

Shortest path

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

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Fastest path

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

18 of 26

The third path

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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19 of 26

Enriched identity graphs

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

20 of 26

The bigger frontier

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

21 of 26

The deeper question

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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The deeper question

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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The rings

Steen Rasmussen - Steen@steen.fyi

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Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Superweek 2026

24 of 26

The third path

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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A simple start?

Steen Rasmussen - Steen@steen.fyi

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Superweek 2026

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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  1. Now book 45 minutes next week
  2. In the 45 minutes
  3. Revisit your users�Can I segment them?
  4. Question their behavior�What is their intent?
  5. Understand the decisions

What can we do to support their intent and remove obstacles?

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A simpler start?

Steen Rasmussen - Steen@steen.fyi

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Superweek 2026

Steen Rasmussen > Steen@steen.fyi >Measurecamp Italy 2026

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Reach out to me for an informal conversation, a questions

or if you need a “digital fixer” at steen@steen.fyi

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