We often think Analysis is the final part of our craft, but we need to pass our insights and conclusions to the audience in order to become valuable. In this lecture Robert will give you some insights on how to turn data into words and how to tell a meaningful data story to people who are afraid of figures, charts and data in general.

Every marketer wants to accurately measure the impact of their advertising spend. And “digital” was supposed to make that really easy (especially for digital advertising). But, that promise has rarely been realized---it’s becoming increasingly difficult to track users across touchpoints, thanks to privacy regulations (GDPR, CCPA, etc.) and browser updates that block or aggressively expire cookies. In this session, we will review four different approaches to marketing attribution: heuristic modeling (first touch, last touch, linear, time decay, etc.), algorithmic modeling, media mix modeling (MMM), and randomized controlled trials (RCTs). As part of the review, we will venture lightly, but profoundly, into some foundational statistical concepts: we WILL use the terms 'counterfactual' and 'potential outcome,' and probably even 'unobserved heterogeneity!'

Many businesses recognized the effectiveness of organic and paid search engine traffic during the pandemic. Increased investment and effort during lockdowns resulted in a significantly competitive market.

Simo explores the latest and greatest paradigm in Google's marketing stack: server-side tagging in Google Tag Manager. The benefits of moving data collection server-side are obvious – or are they? The same tools and mechanisms that help with data governance and oversight can be abused due to the opaqueness associated with moving data collections server-side. In this talk, Simo takes a honest look at just what problems server-side tagging seeks to address, and whether it actually manages to do what it’s set out to do.

Our industry is changing rapidly: tracking standards are under pressure, consumers are more privacy conscious and legislators are trying to regain control of big tech.

All too often, both individuals and organizations hoard the most prized asset in the digital ecosystem: data. This has led to different types of data — such as those tied to ad revenue, subscriptions, content engagement and customer profiles — being kept in silos, to be managed via disparate point solutions. Operating in this way means businesses never get a comprehensive view of their customers, leading to missed opportunities to drive personalized experiences, increase revenues, boost retention and remain privacy-compliant.

Digital services, websites, apps and the like have come a long way in making the digital customer experience more relevant and usable. Tomorrow we could have not only "Personalized offers for you" or "Because you watched…", but interactions that approach human interaction standards.

Is it possible to analyze and fix the e-commerce tracking of a top “Serie A” football team WITHOUT having any access to the Google Analytics and Tag Manager panels, WITHOUT collaboration from the developers, WITHOUT a brief from the former supplier, and with very little time available? Apparently, yes. Follow the running commentary of an incredible case history and the secrets of a providential intervention carried out at the very last moment, to understand the logic beneath it and be able to replicate it if needed.

One of the things that Yehoshua enjoys very much about Superweek is the opportunity to learn from so many different individuals. In this talk, Yehoshua will take the role of teacher and share with you a potpourri list of "Things He's Learned" that relate to data and analytics over the past two years. Ranging from strategy to tactics, technical to generalized, this presentation is sure to have at least 1 slide that is so amazing that the viral tweetstorm that will ensue might possibly crash the internet

Why? What's new here? What's the innovation?

In this session, Jeff Sauer, founder of Data Driven U is going to show you how to improve your marketing results while collecting less data, focusing your efforts, and simply following proven plans that work!

As data analysts, engineers, and data scientists, we’re usually so busy serving the clients that we forget to invest in building assets that can create competitive advantage and possibly a long-term source of revenue for the business.

Classical Mandolinists inhabit a fringe of the musical world. Grabbing techniques from different countries and traditions, and exploring related-but-not-central technologies, their journey offers some clues for success for digital analysts - who often inhabit their own fringe world!