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.

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.

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.

At Superweek we all love data. Some of us analyze marketing campaigns and some analyze SEO; some play with statistics and some play with visual tools; some discuss ethical challenges and some ask technical questions. But we all love data and believe it can help other people. In this presentation I will discuss why and how we should use our love and skills to make an impact not just on businesses but also in our communities and society in general.