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]!

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.

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.

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.

You use APIs and third-party services to automate the extraction of data from a web analytics tool. But what about automating the sending of data too? In this hands-on talk, Damion shows you how to use services like IFTTT and Zapier to augment the clickstream with context.

Let's be blunt: the way most practitioners and consultants approach digital analytics is defunct and in need of a radical overhaul. We were expected to dive in the depth of an ocean of data and find the "precious"? - the one and unique golden nugget of wisdom that would transform the organization. We've been told to "get executive sponsorship" and our goal should be to get a seat at the "grown up" table of management. In a nice echo chamber marketers despised IT and gave themselves pat on the back reinforcing the idea they were destined to become the CTOs, CMOs and CEOs of the future. Seriously? How is it going for you?

A lot of APIs - both free and paid - can be used to enrich data tracked in web analytics products and this could also include your own created internal APIs to access relevant data, reacting to realtime interactions of your users as they browse. This session dives into some practical examples of doing just that, using R and tag management systems in connection with generally used web technologies.