Picture of Michael Thejl NielsenMichael Thejl Nielsen

Senior Manager - Business Processes, LEGO

Michael is responsible for the online processes, policies and knowledge management governance for LEGO.com

During his 9 years online experiences, he has been working in all aspects of the online area.

Starting out in Public Relations and moving into the producer role, the focus has always been related to standards, processes and governance for creating high quality websites that delivered true business value.

Michael is currently focusing on strengthening the value proposition of the online experiences using business analytics. This is also the topic for his presentation at jboye08, where he will talk about the often forgotten areas of site KPIs and lifecycles.


The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 5,000 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.



Wednesday, November 5th: 10.30 - 12.00

Track: Online Strategy

From Strategy to Execution: Frequently forgotten questions

This case study will give you insights into some of the often forgotten topics that are left in the gap between the online strategy and the actual execution of a project.

Too often business areas come up with ideas that, at first glance, look promising - but once implemented the questions start to pile up.

The presentation covers four of the main areas that often require more in-depth thoughts before implementing a new site or functionality.

  • Business assessment: Looking into how each feature is prioritized and measured against the strategy
  • Promotion: How are users actually going to find the new site - and where?
  • Targets: Most likely the strategies include targets for the overall online area in 3 years time.
  • How is the new site going to support that - and which actions will be taken if the KPIs are not met?
  • Life Cycle: No one lives forever - including websites. What is the exit strategy for the new site?

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