Keyrus & Friends returns for a ninth edition, and we're bringing the data and digital community back together for an evening built on the same idea that's carried every edition before it: technology amplifies, but the people around the table are what differentiate. Unlike a traditional conference, Keyrus & Friends focuses on practitioner-led sessions and meaningful networking. This edition will once again pair sharp, practical content with real networking, and this time the momentum builds even earlier in the evening.
Event details
Date: Tuesday, September 22, 2026
Doors open: 4:30 PM
Location: Tour & Taxis, Brussels
Format: Content sessions + network event (join one or both)
Audience: Senior data, digital, and AI leaders
Agenda
4:30 PM — Doors open
5:00 PM — Content sessions begin
6:00 PM — Networking, drinks & canapés
9:00 PM — Closing remarks
What to expect
How Colruyt Group turned marketing complexity into a self-service engine
Kathleen Bauwens (Colruyt Group) and Danaë Geurten open the session lineup with a real story from the field: how Colruyt Group moved from fragmented, agency-driven marketing processes to a structured, self-service model across the group. They'll walk through what it actually takes to align hundreds of marketers, briefers, and validators around one way of working — and the trade-offs that came with getting there.
Buy or build: the Edenred journey with MDM
Lionel Neirynck (Edenred) shares how the company approached a familiar but high-stakes question: buy a master data management tool, or build the features directly into their platform. He'll walk through the trade-offs behind that decision and what it took to get quality, enrichment, and stewardship right. We follow with the architecture side of the story, showing how a governed data foundation, built in part with Databricks, supports data management at this scale.
More sessions are being confirmed and will be announced as the lineup takes shape. The spirit stays the same as previous editions: content sessions led by practitioners who operationalize intelligence in the field, followed by networking built around shared ideas rather than small talk.
The spirit stays the same as previous editions: content sessions led by practitioners who operationalize intelligence in the field, followed by networking built around shared ideas rather than small talk. Curious what a Keyrus & Friends edition looks like? See the 8th edition's session lineup.
Practical info Parking is easy. Tour & Taxis has ample underground garage space, and we provide a complimentary exit pass so you can park for free.
How to join Let us know you're coming by registering below. You can join a content session, the networking evening, or both, just indicate your preference during registration. Bring a colleague or your team and continue the conversation during the networking reception.
It's a recurring evening for the data and digital community, built around practical content sessions and genuine networking. Each edition follows the same principle: technology amplifies, the people in the room differentiate.
Data, AI, Digital professionals who want to connect with peers, exchange ideas, and hear from practitioners operationalizing intelligence in the field.
Yes. Attendance is free, but registration is required because places are limited.
Yes. During registration, you can indicate whether you would like to attend the content sessions, the networking reception, or both.