Daniël Lugtmeier is Head of Marketing at Hedon in Zwolle, the Netherlands. With a career spanning music venues, theatres and festivals, he specialises in data-driven audience development and digital strategy. At Hedon he leads the marketing team across live programming, talent development and student culture, and focuses on building sustainable, independent marketing ecosystems. At ESNS he hosts a session on how concert venues can apply their own data more effectively to strengthen autonomy, insight and impact.