Jens-Jacob Aarup is CEO, co-founder and Partner in Inspari, a leading consultancy within modern BI & analytics uniting people, data and business to achieve the ultimate goal of data, i.e. to make better decisions. Concurrently, Jens-Jacob Aarup is a keynote speaker at conferences in Denmark and abroad promoting the mission in Inspari: Improve decisions for everyone through people and data.