The End of Vanity Metrics in E-commerce | Henrik Hoffman Kraft, DEMA
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The End of Vanity Metrics in E-commerce | Henrik Hoffman Kraft, DEMA
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In this episode of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Henrik Hoffman Kraft, Co-Founder & CMO of DEMA, to challenge one of e-commerce's biggest assumptions:
What if the metrics you're optimising are the wrong ones?
Before founding DEMA, Henrik helped scale an international retail business to more than €120 million in revenue, managing multiple brands, countries, warehouses, and retail operations. Along the way, he became increasingly frustrated by how much of modern e-commerce revolves around vanity metrics like ROAS and topline revenue—while the decisions that truly drive profitability often remain hidden.
That experience became the foundation for DEMA.
The conversation explores why dashboards alone aren't enough, how fragmented data prevents better decision-making, and why the next generation of e-commerce businesses will rely on AI to move beyond reporting and towards real business intelligence.
Henrik also shares how DEMA is using AI internally to streamline communication, automate routine work, and reduce the cognitive load that prevents leaders from focusing on higher-value decisions.
The result isn't simply greater productivity.
It's greater clarity.
You'll learn:
- Why ROAS and revenue don't always reflect business health
- How connected data leads to better commercial decisions
- The limitations of traditional dashboards and reporting tools
- How AI is making advanced analytics accessible to every operator
- Why AI agents are becoming active business partners—not just reporting tools
- How AI reduces cognitive load and creates more time for strategic thinking
- What the future of e-commerce operating systems looks like
The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and data are helping businesses make better decisions, operate more efficiently, and unlock sustainable growth.
Connect with Henrik Hoffman Kraft
LinkedIn: https://www.linkedin.com/in/henrikhoffman/
Learn more about DEMA
https://www.dema.ai/
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