5 Lessons Learned, from Activation to Analytics

In-person events remind us of the power of connection, learning and celebration—and this year’s Piano Academy Live was no exception. Held in the iconic city of Amsterdam, home to Piano’s global headquarters, the event took place at the historic Beurs van Berlage, welcoming more than 500 professionals from media, publishing, technology, retail, banking and more.

Over several days, attendees engaged with 60+ speakers, 30+ sessions, three hands-on Piano workshops, and two memorable evening receptions—fostering innovation, networking and collaboration across industries. 

Here are some of the lessons and themes that defined the event: 

1. Data success requires smart governance.

“Nowadays, there’s more data, higher expectations for outcomes, and more actors in the data world. Data governance has to cover so much, and that’s a challenge in itself. You need to deploy governance smartly and prioritize the value-add use cases.” Nathalie Berdat, Head of Data Governance for the BBC

During the Data Governance and AI panel, Nathalie emphasized the growing complexity of managing data. With ever-increasing volumes and expectations for actionable insights, governance is critical, not just for compliance but also for delivering value. Her words remind us that success with data isn’t about doing everything at once; it’s about being strategic, prioritizing high-value use cases and deploying governance frameworks intelligently.  

2. Understanding behavior is key to driving engagement.

“We are really thinking about people coming with a low barrier to entry, such as content, it’s easy enough to read a page view and monetize them with ad impressions, but then we are seeking to get them more engaged further down the funnel...We are trying to figure out consumer behavior in order to predict what else they might be interested in within the suite and eventually moving them into the overall subscription product.” Heather Dietrich, Chief Media Officer for Outside Interactive, Inc.

This insight from Heather highlights a core challenge for publishers, brands, content creators and business with hybrid revenue streams: moving users from casual engagement to deeper loyalty. By understanding consumer behavior and predicting interests, businesses can create tailored experiences that guide users through the funnel, ultimately driving subscriptions and long-term value, at the same time creating a seamless experience for customers. This approach aligns with something we think a lot about at Piano, how to help businesses transform engagement into sustainable growth.  

3. Good decisions start with good data.

“There is no good decision with bad data.” Cédric Ferreira, Chief Product Officer of Analytics at Piano   

This simple yet powerful insight from Cédric during the Product Roadmap session highlights a foundational truth: the quality of data underpins the success of every decision. In a world awash with information, businesses must prioritize accuracy, clarity, and context in their data to drive smart, effective strategies. Cédric’s message serves as a reminder that investing in better data practices is investing in better outcomes.  

4. AI’s potential lies in creating real value.

“Generative AI is... quite easy to deploy, and yes, everyone is doing it, and if you are not, you’ll be left behind... now the key question is, how do you actually create value from all of this new stuff that we have?” Imteaz Ahamed, Head of Performance Marketing - US Nutrition at Reckitt

Imteaz challenged attendees to look beyond the generative AI hype and focus on its practical applications. While AI adoption is essential, the true differentiator lies in solving real problems, optimizing workflows and delivering measurable outcomes. For publishers and brands, AI offers opportunities to personalize experiences, streamline operations and engage audiences effectively—all while maintaining a human touch. Generative AI isn’t just a competitive necessity, it’s an opportunity to reimagine how businesses engage with audiences and make smarter, faster decisions. This call to action resonated throughout the event, reinforcing the importance of advanced tools like machine learning and predictive analytics as pathways to meaningful success—not just buzzwords. 

5. Continuous improvement is a universal strategy.

“Whether we win or we lose, we always look back to see how we can improve.” Marc Woods, MarcWoods.com

These words from keynote speaker Marc Woods—a Paralympic gold medalist and an inspirational voice from outside marketing, analytics, e-commerce, or media and publishing—highlight a universal truth: the importance of reflection and continuous improvement. His perspective reminds us of the value of looking beyond our own industries to uncover insights that can help us optimize, grow, and reach new heights. We embrace this mindset by fostering cross-industry conversations, encouraging fresh perspectives, and listening to diverse voices. It’s through these reflections and collaborations that we uncover the opportunities to innovate and drive real progress.

These themes—continuous improvement, strategic data governance, understanding consumer behavior, unlocking AI’s potential, and the foundational importance of good data—go beyond reflection; they’re catalysts for action. Innovation thrives at the intersection of diverse perspectives, informed strategies, and a relentless pursuit of excellence. For those who attended, we can’t wait to see you again next year, and for those who haven’t joined us yet, we hope to welcome you for the first time. Proost!