Didier Helsen studied Marketing and Business Economics. Marketing was his first love and as the song goes, will also be his last. He started his first experience in a marketing agency working for companies like Coca-cola and Mobistar. But it was his instore experience at AS adventure that gave him a real grasp on the customer. He took his first steps in an SAAS environment while working and starting a company called Social Seeder, an ambassador platform. Over the last 6 years, he was active in the area of Customer Experience first for Oracle and since 2,5 years for SAP. Nowadays, Didier is at the customer data management team of SAP, evangelizing the importance of customer data throughout the company.