At his core, Mikael is a mathematician and cognitive scientist and worked as a software developer before retraining in marketing & communications. A combination that suits very well, not least in today's digital media landscape, where much is about understanding customer behaviors and structuring, analyzing, and activating data. Before Mikael joined Apoteket, he has held various marketing roles at, among others, Ericsson, Advertising.com, Com Hem, and Samsung.
Day 1 | 2nd June 2026
9:20 AM Panel Discussion: First-Party Precision - How can you Activate Your Data to Extract Insights That Help Optimise Bidding and Prove ROI?
- Activating First-Party Data: Exploring how brands are leveraging their own data to drive smarter campaigns
- Integrating Data into AI Models: Applying practical methods to train AI while meeting privacy and compliance standards
- Optimising Campaign Performance: Using seamless audience insights to enhance bidding strategies and overall campaign outcomes
Check out the incredible speaker line-up to see who will be joining Mikael.
Download The Latest Agenda