Now and then, we get the question: why choose i-spark as our data and AI partner?
We do not offer a one-size-fits-all solution. We are not tied to a single tool, platform, or narrow specialism, nor do we position ourselves as hype-driven AI creators.
You will not find a long list of stock‑listed logos or visionary keynote stories here.
What you will find is a partner that helps companies make data and AI work in practice.
Day after day.
Across teams, systems, and your own real business priorities.
What you gain by partnering with i-spark
Companies partner with i-spark when data is fragmented, hard to trust, or difficult to turn into ‘next steps’.
Often, you have multiple tools, but your progress is hard to manage because ownership is unclear, expertise is spread thin, or your technical team is stuck reacting to challenges instead of building and having the time and space to anticipate.
i-spark brings structure, momentum, and realism. We help you:
- Create practical solutions, operationalising your data
- Build composable data hubs with the flexible option to scale up or down
- Develop AI responsibly, with clear boundaries and accountability
Founded nearly 10 years ago, i-spark brings over 25 years of founder-led experience in data. We understand the technical depth and the business side behind data initiatives. That, in combination with our team and ethics, is what clients value most once a collaboration starts.
Our role is not to replace internal expertise, but to strengthen it.
You can partner with i-spark to accelerate maturity and create space to build internal capability at the same time: with fewer surprises later in the process and fewer compromises that need explaining after the fact.
What does a data and AI consultancy actually do
As you know, data problems rarely stay within one discipline.
Therefore, we work across the full chain.
We call this full-service data: a single partner that covers strategy, execution, and long‑term development, without fragmentation and handovers.
i-spark’s core expertises
A focus on a single domain or tool often leads to blind spots elsewhere.
i-spark avoids this by working across disciplines. Our team integrates marketing, finance, operations, customer data, and product usage into a single, coherent view, reducing rework.
Data strategy & product roadmap
Deciding onwhere data should create business value and how to get there step by step. Including data vision, prioritisation, and roadmap design that connects business goals to concrete initiatives.
Strategy without the right technical foundation remains just a plan on paper. And vice versa.
For this, we work closely with Clear Value under the leadership of Frans Melenhorst. Together, we offer a complete data journey from start to finish.
Data architecture
We design and build modern data platforms that integrate multiple sources, tools, and often, departments. Flexible by design, realistic in cost, and built to evolve.
Platform & Engineering
Data foundations that reduce rework, stabilise reporting, and make future change easier rather than more expensive.
Analytics & BI
Dashboards and analyses that answer your business questions and provide information that supports decisions that make sense across departments.
Data science & ML
We apply advanced analytics where it adds value, not where it sounds impressive. Models are transparent, explainable, and aligned with business accountability.
AI & Agents
AI is only as good as the data behind it. We help you move beyond pilots and experiments, building AI that’s compliant and ready to support you.
Governance, privacy & compliance
We work with governance structures, consent management, and compliant data practices. Reliable data doesn’t happen by accident. It comes from shared definitions, clear ownership and thoughtful safeguards.
Each expertise can stand alone. Mixed and matched, they create a full-stack data foundation you rely on.
Ethics built into daily work: how i-spark approaches ethical data and AI
Ethical questions often surface only when something goes wrong. At i-spark, they are part of everyday decisions.
Our founder and Managing Director, Tamara de Heij, has incorporated our core values and working principles into our own ethical framework.
As she explains:
“Ethical business should never be a slogan. It sits deep in how relationships are built. When decisions feel balanced and respectful, long‑term partnerships follow.”
Data and AI decisions affect people, customers, and society. Thus, we treat ethics as a working principle.
Our CTO, Jeroen, adds:
“Data and AI failures are never abstract. They affect trust, livelihoods, and public confidence. Ethics is the starting point of every platform we build, not an afterthought.”
Our framework guides strategic choices and technical implementation through three layers:
- Philosophical and moral foundation to navigate complex and often sensitive decisions
- Practical and economic perspective to stay grounded in the real business constraints
- Human‑centred focus so our team and partners feel respected and supported at all times
Interested in a deep dive into the ethical framework or looking for inspiration to build your own? Read more about it here.
What is a Data Team as a Service
Some clients need short‑term expertise. Others want a long‑term partner embedded in their teams. In both cases, we integrate closely and focus on progress that compounds over time.
You define the priorities. We assemble the right mix of specialists to deliver results.
With i-spark’s Data Team as a Service, you get a team with architecture, engineering, analytics, and strategic thinking expertise under one contract, and switch expertise depending on your requirements.
You gain access to the expertise of a whole team at the value of one single freelancer. One seat at your table, the knowledge of many.
How we work with clients
We get described as direct, reliable, and practical. Our way of working is guided by five values:
- Integrity in decisions and delivery
- Empathy for people and perspectives
- Transparency in communication and expectations
- Proactivity in anticipating change
- Agility as priorities change
Help you move faster with fewer surprises along the way.
Proven results: Superstruct Digital
Superstruct is a global live entertainment group behind some of the world’s best-known festivals and events.
The company operates across a wide network of brands and festivals. Each event comes with large volumes of fan, ticketing, and engagement data handled by many platforms. Turning that data into something coherent across different departments and roles was becoming increasingly challenging.
This made it hard to:
- Build a shared view of audiences
- Understand fan behaviour over time, not just per event
- Support marketing, sales, and operations with consistent information
- Personalise communication initiatives while respecting privacy regulations
At the same time, client trust and compliance were non-negotiable. All of the collected data had to be handled with care, transparency, and restraint.
Our role
i-spark stepped in as Superstruct’s long-term data partner, supporting their digital teams across brands and regions since 2018.
Together, we have created a solid data foundation built on scale with responsibility.
- A central, anonymised cloud data warehouse connecting ticketing, event, and digital data
- Shared data structures are accessible across the different entertainment brands in a secure way
- Looker dashboards created for the marketing teams and management
- Predictive models for segmentation and forecasting are applied, where they genuinely add value
- Compliance principles integrated into the platform
Impact
Superstruct gained a reliable data backbone that supports their day-to-day decisions and long-term growth. Their team works with a shared understanding of audiences, ticket sales, and engagement.
Our collaboration has grown over time, touching upon different requirements of the business and continuing towards periods of further development.
Hear more of our success stories from here.
True partnership
Choosing a data and AI partner is often a decision which takes a lot of consideration and trust in the involved parties.
Choosing us brings you experience, realism and ethical responsibility.
