DFDS represented on panel at the Superweek Analytics Summit

Panel at Superweek with Astrid Illum (right), DFDS. The other participants included, from left: Simo Ahava, widely recognised as a Google Tag Manager expert, Scott H. Herman, Product Manager at Google Tag Manager and, lastly Brian Kuhn, Lead Developer at Google Tag Manager.


Our marketing efforts continue to rely more and more on the growing digital sphere, and it is necessary for a company like DFDS to stay up to date and involved with the development of these marketing tools.

One of these powerful digital tools, Google Tag Manager, which is used for tracking and analytics on websites, was the focus of a panel discussion at the Superweek Analytics Summit, which took place from 28 January to 1 February on a snowy mountain top in Hungary. Hosted by a group of analytics professionals, the five-day event boasted a wide range of topics within analytics, and DFDS was represented on this panel by Astrid Illum, Web Analytics Specialist at DFDS.

One of the questions addressed to the panel concerned what direction the role of Google Tag Manager is moving in, and how we will manage governance for tools as powerful as Google Tag Manager. Originally, Google Tag Manager was perceived as a marketing tool which decreased IT and developer-dependency, but as the role of Google Tag Manager grows more complex and functionally rich, that interpretation is no longer feasible.

“At DFDS, this means working to place Google Tag Manager firmly within a cooperation between analytics, marketing and IT. This will allow us to embrace the future of web integration services in a world of increasing plug-and-play possibilities while maintaining a high level of reliability and transparency,” said Astrid Illum.

As Google Tag Manager and other tools are developed and become integrated in our business, DFDS is making it a priority to stay ahead of the trend in this area.

We need your help to win the battle in Google’s search engine

Google uses around 200 different variables to rank websites in its search result pages. One of the most prominent is links from other websites. In simple terms, each link to a website is considered a vote. The more votes a site accumulates, the more likely it will be to show up for a particular search query. It is not a ‘one member, one vote’ system though. A link from a high authority site such as will be much more powerful than a link from a low authority site such as a small new website.

Our Digital Marketing and Services team is working on strengthening DFDS’ presence in Google search engine results and they have an important request for us all.

“We would like to identify webpages that potentially could get a link from and we therefore encourage everyone at DFDS to help us. If you know partners that we are cooperating with who have a website, for instance suppliers, customers, external partners, partnerships, etc., please tell us about them,” says Daniel Varberg, web analytics specialist.

If you know of any companies that could be interesting for the Digital Marketing and Services team to look at with regard to link-building, please help the team by sending your suggestions to

Daniel Varberg adds: “Your input is highly appreciated! Please send all your suggestions to us and we will contact you if the companies are relevant so that we can discuss how to approach them.”

If you have any questions or input with regard to search engine optimisation please contact Daniel Varberg on