BUSINESS ANALYST
Mark Freese
Mark Freese is a Business Analyst at Gentoo Media specialising in organisational data flows, operational transparency, and cross-system process analysis. His work focuses on identifying inefficiencies across business systems and designing structured frameworks for improving decision-making and governance. Mark has led analysis initiatives spanning finance, marketing, data infrastructure, and operational systems, frequently uncovering misalignments between organisational processes and underlying data flows. Recently he has been developing AI-augmented business analysis environments that combine knowledge systems, automation workflows, and language models to accelerate insight discovery and requirements development. His work explores how artificial intelligence can enhance—rather than replace—the analytical thinking and facilitation skills of modern Business Analysts.
Workshop: From Ideation to Reality: Applying BA Concepts Through Gamified Proofs of Concept
This interactive workshop explores how Business Analysts can move from ideation to a working Proof of Concept by combining core BA concepts with vibe coding, gamification and structured problem-solving. Using a purpose-built app and hands-on BA challenges, Mark Freese and Nicola Livingstone will demonstrate how stakeholder engagement, elicitation, collaboration, prioritisation, prototyping and validation can turn abstract ideas into tangible, testable outcomes that support stakeholder buy-in.