Nicolas Malo has been a digital professional since 1996 and is the founder of Optimal Ways, a B Corp certified agency specialized in Digital Analytics and Optimisation for Ecommerce. With his team, he helps organizations strengthen their analytics foundations – defining KPI frameworks, improving tracking and governance, and turning data into actionable insights for performance and growth. More recently, he has been focusing on the impact of AI on the analytics function, exploring how it can accelerate measurement, insight generation, and decision-making.

Nicolas gained international experience in San Francisco (2001–2004) and Montreal (2004–2008), and is now based in Lille, a major e-commerce and retail hotspot in Europe, located at the heart of the Paris–Brussels–London triangle. He frequently attends and speaks at analytics events across Europe, including MeasureCamp.

Event Takeaways & Newsletters

Nicolas regularly attends analytics and industry events, then distills the key takeaways into clear, actionable summaries. These insights are consolidated in his LinkedIn newsletter, Exploring Analytics & AI, offering a single place to follow the latest trends, lessons learned, and emerging ideas. Other events takeaways are available on the Optimal Ways LinkedIn page and Optimal News newsletter.

Next Events

Nicolas will be attending the following events and he’ll be sharing back with the community by leading a hands-on workshop on Analytics & Artificial Intelligence, focused on practical use cases and real-world takeaways.