Jay de Groot is the Vice President EMEA for Moven. Prior to Moven, Jay was the Senior Vice-President of Global Corporate Development at Backbase and co-founder of Science Rockstars, a company that introduced Persuasion Profiling based on PhD research at Stanford University. Before joining Backbase, Jay was Vice President of Blast Radius Europe (now a WPP agency) and introduced Multi Variate Testing to Europe in 2004. Jay also served as a board member of the Dutch Association for Human Computer Interaction. He believes there’s real value in bridging different fields of business, technology and innovation. Working with the “net” since 1994 – in the fields of management, strategy, innovation and events – he is intrigued by the possibilities of the internet and has introduced many new technologies to his local markets.