AnalyticsDev.net Webcast Episode 03

Guest: Caroline Vidal

Episode Introduction

The AnalyticsDev.net Webcast Series continues with Caroline Vidal for a practical conversation on B2B lead scoring, data activation, and AI in lead enrichment. Returning after her previous AnalyticsDev talk, Caroline shares how her work has developed and takes us inside a recent implementation sending B2B lead values to Google through the Data Manager API.

This episode explores the work behind connecting marketing signals to business value, from deciding what a lead is worth to making that information useful for advertising optimisation.

About Caroline Vidal

Caroline works at DFDS, where her focus has evolved from digital analytics towards engineering with BigQuery, machine learning, and automation. Her work connects lead enrichment, attribution, and scoring to help build a clearer picture of lead quality across the B2B customer journey.

At her previous AnalyticsDev appearance, Caroline explored agentic lead enrichment and lead attribution. She also runs Women in Data & Analytics – Nordics, bringing a community perspective to the conversation about how practitioners learn, share, and develop their work.

Episode Focus

Gunnar Griese, Steen Rasmussen, and Jomar Reyes sit down with Caroline to explore why treating every form submission as an equal conversion can lead to poor optimisation decisions, particularly in B2B environments with long sales cycles, offline qualification, and disconnected systems.

The discussion starts with the business problem: how to build a credible lead score, assign meaningful values, and work with sales when their judgement differs from the scoring logic. It then moves into the technical implementation, exploring how CRM data, BigQuery, and the Data Manager API connect, and what needs attention around authentication, data matching, identifiers, consent, and validation.

With the implementation still in its early stages, the conversation will focus on practical lessons and what Caroline is watching for next. We will also revisit agentic lead enrichment to discuss what has held up in production, how it feeds into scoring, and where human judgement remains essential.

Why Attend Live

The format is conversational, with space for follow-up questions and live audience input. For anyone working with B2B measurement, analytics engineering, lead scoring, or data activation, this episode offers an opportunity to explore a live implementation and the decisions behind it.

Join the discussion to ask questions, compare experiences, and look ahead to AnalyticsDev 2027 on 17 March in Copenhagen, including what several more months of learning could bring to the conference conversation.

About the AnalyticsDev.net Webcast Series

The AnalyticsDev.net Webcast Series is a live conversation series for technical analytics practitioners, analytics engineers, data engineers, AI engineers, marketing technologists, and advanced digital analysts. Hosted by Gunnar Griese, the series brings together speakers, expert attendees, and future contributors to explore modern measurement, analytics engineering, data activation, AI, and implementation practice. Each episode is designed to continue the AnalyticsDev.net conversation beyond the conference, creating a practical community space for shared learning, live questions, and deeper reflection. Episodes are broadcast live and later made available as podcast content on Spotify.