Management Conference “DATA TALK”

Venue: Ülemiste City, Öpiku Conference Center, Valukoja 8, Tallinn, and Elisa Stage

25th of January, 9:30 – 17:50
hybrid conference.

“Without data, you’re just another person with an opinion.” W. Edwards Deming.

The theme of EAQ (Estonian Association for Quality) Management Conference is DATA TALK. Data and evidence based decision-making is one of the key principles of quality management, which is gaining more and more importance and wider meaning in today’s world. At the conferece we will talk about measurement and assessment, using the knowledge gained from data analysis for improving processes, quality of management  and  making better decisions.

In parallel sessions we will talk about using data and measuring quality in companies, educational institutions and public sector. A session dedicated to the measurement of sustainability is run in co-operation with Estonian Association of Environmental Management. In he closing session we will discuss the possibilities of measuring quality of life. 

We also recognize the Estonian finalists of international competition Quality Innovation Award 2021, as well as the nominents and winners of Quality Deed 2021 and Quality Face 2021 and Walter Masing Award.

In addition to the conference Geir Moen is running a seminar “Data Talk – Social Services” on the 26th of January.

The event is planned in hybrid format, where both presenters as well as participants can attend the conference virtually or if possible, on the site.

Presentations are in English and Estonian with simultaneous interpretation


Moderator – Peep Tomingas

9:00 – 9:30 Registration and morning coffee

 9:30 – 11:15 OPENING SESSION

Siret Kegel, Chairman of the Board, Estonian Association for Quality – Opening

Andres Sutt, Minister of Entrepreneurship and Information Technology – Greetings

          Mats Deleryd, SVP Corporate Quality, Safety & Security, FREYR (Sweden) – Quality 5.0 – Sustainable Success

Seref Sagiroglu, Director, AI and Big Data Center of Gazi University (Turkey) – Security and Privacy Issues in Big Data for Smart City Systems

Ülar Allas, Consultant, Institute of Computer Science, University of Tartu – Supercomputers are Computing Us a Better Future

11:15 – 11:40 RECOGNITIONS

Quality Deed 2021 & Quality Face 2021

Walter Masing Awardin cooperation with German Quality Society (DGQ)

Quality Innovation Award 2021in cooperation with Finnish Quality Society (Laatukeskus)

11:40 – 12:00 Energy Pause


Kadi Pärnits, Chairman of the Board, AS Mainor – Measuring the Success of Talent Centered Future City – Ülemiste City radar

Kristian Allikmaa, Partner, Data Architect, Datafruit OÜ – Improving the Quality of Business Processes with the Help of Technology

Katrin Väärtnõu, Quality Manager, Stoneridge Electronics Ltd – Measuring Quality at Stoneridge Electronics AS

12:00 – 13:30 II PARALLEL SESSION – HOW TO MEASURE QUALITY IN EDUCATION? (In Estonian with no interpretation)

Session moderator – Tiia Tammaru

Heli Mattisen, Director, Estonian Quality Agency for Higher and Vocational Education – Data Based Assessment of the Quality of Educational Institutions

Tatjana Ait, Director, Jõhvi Gymnasium – Evaluation System of Students and Teachers in High School

Kadi Kreis, Director, Tartu Art School – How to Assess a Creative Process?

13:30 – 14:20 Lunch


Ott Velsberg, Government Chief Data Officer of Estonia, Estonian Ministry of Economic Affairs and Communication  – State of Art and Future Trends of Open Data in Estonia

Tuulikki  Sillajõe, Main Expert on Data Management in the Youth Field, Estonian Education and Youth Board (Harno) – Youth Monitoring System in Estonia

Triin Kraavi, Quality Manager, Eesti Töötukassa (Estonian Unemployment Insurance Fund) – Töötukassa’s Journey towards Excellence

14:20 – 15:50 IV PARALLEL SESSION – HOW TO MEASURE SUSTAINABILITY? (In Estonian with no interpretation)

Session is organized in cooperation with Estonian Association for Environmental Management (EKJA)

Session moderator – Siret Kegel

Harri Moora, Program Director and Senior Expert, Stockholm Environmental Institute (SEI) Tallinn Centre – Measures of Sustainable Operation – What and How?

Terje Luure, Environmental Manager, Alexela Group OÜ – Alexela – Estonian Green Innovator 

Mihkel Tamm, Sustainability Specialist, LHV Bank – Footprint Measurement in LHV and Expectations to Estonian Companies

15:50 – 16:10 Energy pause

16:10 – 17:40 CLOSING SESSION

Kristel Leisalu, Head of Engineering, Ecosystem, Pipedrive – How Does the Pipedrive Career Framework Help Engineers  to Grow and Managers to Decide?

Geir Moen, Academic Director, Ny Vekst og Kompetanse, (Norway) – Measuring  Quality of Life

Marko Lepik, EI Coach, SIY Certified Facilitator, Genos EI Practitioner, – How to Protect Your Ability to Focus in the Era of Info Pollution

17:40 – 17:50 Summary and closing

Registration and fees

Conference 2022  Seminar 2022      

Member price*

279 75
Non-member price 349  75
Student** 129 50

20% VAT is added to the prices

*member price applies for the members of Estonian Association for Quality (EAQ) and partners of EAQ

** offer for the students of Estonian educational institutions

REGISTRATION: Management Conference “Data Talk” in Jotform

CANCELLATION: Please announce cancellation in writing, sending an e-mail to the address at least 10 office days before the event. In this case the received fee will be returned or the invoice will be annulled. In case of cancellation of 5 office  days before the event 50% of the fee will be returned. No refund later.

Contact:, + 372 5695 6005

Location, parking, public transport

Conference takes place in Ülemiste City, Öpiku conference center Valukoja 8 “Kosmos” room.

Parking: real-time parking information is available at:

The closest free parking space is located in Ülemiste Center, about 400m from the conference center.

Public Transport

Buses: 7, 15, 45, 49, 65 (arriving at Lõõtsa or Valukoja)
Tram: 4 (arriving at Ülemiste Linnak)

From Nordic Hotel Forum to Conference Venue Öpiku: Take bus no 15 from Hobujaama to Lõõtsa, approximately 40 minutes or take tram no 4 from Hobujaama to Ülemiste City.

Find more info about bus/tram schedules here:

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