If you burned all of the data created in just one day on DVDs, you could stack them on top of each other and reach the moon - twice. Today, we manage to solve the most complex issues. Yet, with that much data to handle, we sometimes forget to solve everyday concepts. Measuring the actual profitability of your digital marketing campaigns - in real time - is one of them.

The UK's Government Digital Service has "start with user needs" and "design with data" right at the top of its statement of principles. There are analysts embedded in each team within the organisation and analysis is built in to the Digital Service Standard used by other government departments.

Getting the most out of your optimization efforts means understanding the data you’re collecting, from analytics implementation, to report setup, to analysis techniques. Using that data to drive your Optimization, and eventually Personalization efforts, will help you to get the most out of your marketing dollars. In this session, Krista will give you several tips for using your analytics data to identify more opportunities, prioritize your efforts, and begin to personalize your user experience.

A fireside 'ask us anything' with Caleb and Charlotte Whitmore, founders of Analytics Pros. From questions about analytics to building a globally leading team and company all while building a family and life together, just about anything is fair game.

The Digital Analytics Power Hour podcast just turned two years old and, since it was inspired by the informal conversations that occur after hours at analytics conferences, Michael and Tim will be recording an episode as a fireside chat at Superweek! The podcast regularly has guests who get peppered with questions from Michael and Tim for 45-50 minutes. For this session, they will be altering the format slightly and peppering selected speakers and attendees with one question each -- the one question they've always wanted to ask the person, a question that came out of one of the sessions, or, possibly, a question that they've heard the person answer so spectacularly in the past that they wanted to ask it again to record the response for posterity!

Miroslav will present Analytics from a completely different perspective. Some things he will reveal about the life and job of an Analytics / data expert will be painful, honest, interesting and most of all, funny. After his Stand-up, you will look at attribution, data collection and Analytics dimensions / metrics, from a new point of view. Please, don't expect everything will be 100% accurate - after all, it's a stand-up.

Demonstrate any Digital Analytics solutions or method of your own that is way beyond the defaults. Who decides who's gonna win? The audience. Send your nomination to [email protected]!

As the available marketing data and quality of it matures it's time to rethink the core metrics we use to quantify marketing performance. In this talk Kristoffer will focus on the gaps between what we know marketing should focus on and what is typical today, and look forward at the new data-driven key metrics in performance marketing.

Be forewarned, this isn't a workshop - not in the traditional sense anyway. Instead, see it as an opportunity to share the challenges you are facing with a small group of like-minded people, in a safe environment, where you won't be judged - think of it as a group therapy!

The market is changing rapidly and old approaches are losing their effectiveness. It becomes essential to determine any changes in a timely manner and establish the new direction for the efforts. Based on historical data, the value of which is not always immediately obvious, you can observe what is changing in the behavior of your users. Decision makers have little time and lots of data to work with. I'll show how you can get your questions answered on the basis of complete data, without asking for data analysts' help.

Correct and accurate measurement of a hybrid app with GA is hard. The Native app outer can be measured in GA using app measurement and the mobile web content can be measured using normal universal analytics GA. The problem is that you can't tell where hybrid app users came from in the mobile web GA - there is no useable traffic source. You can't measure the app and web in the same property but you have hybrid app mobile web and pure mobile web in the mobile web property. This sounds like a complex mess and it is but we've solved it and we'll explain how with a real live demo and technical walk through with Q & A.

Why the increased merging of AdTech and MarTech is creating new types of (potential) harms; how the definitions of PII & pseudonymous data are evolving and why legislation is not lagging behind: it’s the technology people who can’t stop complaining while building rockets and self-driving cars!

Enhanced Ecommerce introduced some new metrics that explain user behavior – something Google Analytics should be used for. Robert, a corporate web analyst or the EEEO (Enhanced Ecommerce Executive Officer) will show us how he uses Cart-to-Detail Rate, Buy-to-Detail Rate and some calculated metrics for better campaign as well as warehouse planning in the EEEO (Enhanced Ecommerce Enabled Organization).

In this session Ron Luhtanen and Petri Mertanen will tell how Annalect Finland is using machine learning in creating predictive models, which are explaining and predicting user behavior from web analytics data. By default quite many web analytics systems report behavioral data on an aggregate level. This is inconvenient for in depth analysis, because it limits the methods to only different regression models. During the session you will hear how browser and session level data is used with modeling algorithm. We will wrap up the session with benefits and outputs of the modeling.

Matt will argue that Optimization can be, and perhaps should be, framed as a sequential decision problem. Viewing optimization this way will let us unify Testing, Targeting, and even Attribution, as interrelated subtasks. Matt will then introduce Reinforcement Learning, a method from the field of Artificial Intelligence, as a general approach to find optimal policies over multi-touch problems. Note: This talk will be mostly conceptual. I will however provide a list of resource for those interested in learning more. If you are looking for a 'three practical skills to bring back to the office on Monday' talk, you may want to skip.

Somewhere along the spectrum of "logging into Google Analytics" and "the machines are in control" is the world of the power analyst who interacts with the data on the fly, applies statistics to large data sets, and develops interactive visualizations that go well beyond the capabilities of Excel. Those power analysts are operating on the fringes of the domain of the "data scientist" -- a role for which no one can really agree on a concrete definition! In this session, Tim -- who has never claimed to be and never will claim to be a data scientist -- will share what he has learned from trying to understand the scope and nature of that role. And, beyond that, how he has grown as a digital analyst, expanded his skills to "program with data" with R, and increased his value to the organizations with which he works as a result.

Do you want your sister / brother marketeers worshiping your every single tag, email, insight? Well then widening may not be the answer to that but it is most certainly a step in the right direction. Regardless of the industry vertical there will always be a need to add more and more context. The widening procedure may be considered, and usually is, as a pure technical nuisance yet the benefits, if done properly, are enormous. Help your colleagues report faster, understand better and act with this easy to digest data.

As more and more boards are asking to see and understand data - how can the data analyst bring not only numbers but education to the board room. This presentation is conversational to get us thinking about creative ways to bring more information to our boards and our customer's boards. Come to collaboratively learn more about how to engage with a Board.

From the known unknown to the unknown unknown it's what we don't know which defines us as analysts. Not that we persue the quest for the unknown - quite the opposite, we normally try to answers all questions with the data we have available and tend to overlook the questions and answers we could find in all the data we do not yet have. This is a session on all the great questions we could be asking and the data we would need to answer them correctly.