Laurence Heinrichs is the Global Attribution Director at Dentsu Aegis Network.
She is responsible for the development of advanced analytics capabilities and data driven products powered by Machine Learning across all the business units of the Dentsu Aegis Network. Her role includes enabling standardisation of data access process, structured data ingestion, global knowledge sharing and best practise around Machine Learning. She is also responsible for developing certification training program, business use cases and commercial models to develop data products at pace.
Prior to joining the agency world, Laurence was the Digital Marketing Lead of an investment management and financial planning company in Belgium, where she was leading the development of the digital marketing strategy and managing the operational marketing activities.
She has 8 years of digital marketing experience working with retail, travel, auto and financial business.
Laurence holds a Master Degree of Public Relations, with a specialisation in Crisis Communication from IHECS Business School in Brussels.