Charles Adriaenssens is the Practice Lead for Business Analytics and IoT in EMEA at Splunk. He is responsible for the strategic direction of the practice, as well as ensuring all analytics engagements drive the maximum possible value from customer data. Charles has spent more than 20 years working in the fields of analytics, insight generation, business consulting and market research. Immediately before joining Splunk, Charles worked at the market research agency Ipsos MORI, where he specialised in generating insights to help customers improve the customer experience. Prior to this, Charles set up a strategy consulting business within the integrated marketing agency iris – where he used data to develop, implement and evaluate clients’ marketing strategy.