Ricarda Heim is Head of Data & Analytics for Group Communication at Volkswagen Group and co-founder of the EffectiveCommsAnalytics collective (ECA). Together with colleagues from Siemens, Bayer and Sennheiser, she advises companies on the operational implementation of data-driven communication. In addition, Ricarda promotes a holistic data strategy to illustrate employee’s impact with her project Data-Driven Impact Reporting in order to empower every employee to find a deeper sense of purpose and motivation through data. Previously, she was Comms Analytics Lead at Microsoft and data analyst in market research.