Creating a complex & complimentary culture.

After a day full of amazing ideas here's your chance to ask Avinash anything on any topic that you care about. Bring your unique problems and challenges and ask for guidance, raise a complicated topic and request, if possible, simple solutions!

We die at the last mile very often. We do all this work, it is then presented in a way to leaders that makes it really hard to figure out what the heck is going on. We walk through how to present data simply, to truly communicate the insight we really want to. The cool part about this session is that everyone can participate: Avinash shows a slide. Everyone shares idea on how to fix it, then he shows how he'd fixed it.

Jacob will talk about the use of data in the optimization work, instead of just testing buttons - spiced up with some Hotjar as well.

The digital world is shifting towards user-centric. Preferences, interests and user intent define personalised marketing campaigns. There are dozens if not hundreds of tools to execute these campaigns. The tool providers promise to match the right user from their pool to your campaign needs – the only thing you have to do is to integrate their tools on your website. However, many companies are not aware that by doing so, they are leaking valuable data to third parties. In other words, the tool providers use your data to optimise other websites and apps which could belong to direct competitors. So to fully take advantage of the user-centric data companies are collecting, it is crucial that gathered data remains where it belongs – with you.

Stéphane stirs up trouble (again) and reveals why your analytics are going nowhere. After years of investigating the strengths and weaknesses demonstrated by digitally mature (and mostly immature) organizations, Stéphane reveals the naked truth of the latest results of the Digital Analytics Maturity self-assessment, spiced up with useful tips and thought provoking anecdotes. Make sure to complete your own digital analytics maturity self-assessment before the session!

In this workshop, Stéphane will present the five key areas of maturity and share a tremendous amount of tips and pitfalls gleaned from hundreds of practitioners and managers who gave the model the test of fire.

Brand new logic of attribution modelling: the value is distributed among traffic sources based on micro conversions and transactions that visitors generate during their sessions. The model is dynamic (not static like the default ones in the standard version of GA): the weight for value distribution is calculated for each user id. Presentation will be focused both on the technical side (how the data is collected, processed and which tools to use) and on the business side (what model was used before, what is the impact after implementing the dynamic attribution) on the example of our client Ozon.ru.

The data we can collect for customer acquisition and life time value enhancement runs the spectrum from generic (postal code, age, gender) through behavioral (clickthroughs, pageviews, apps use) to the highly subjective (opinions, attitudes, motivations). The combination of these datasets moves us closer to getting the right message to the right person at the right time on the right device at the right frequency. Jim offers a marketing data taxonomy as the last step before handing the process over to machine learning algorithms to determine which attributes are useful at any given moment for a given purpose.

For years, the advertising industry has relied on so called creative campaigns to boost GRPs and attribute marketing program effectiveness to end of funnel sales. Digital, and more specifically analytics, has brought about promises of transparency through numbers while remaining confined to the realm of measurability. Actors, battling for budgets, are all trying to technologically trace back and attribute the spark that made that very purchase happen, call it attribution or direct, last click, first click, what ever... conversion. After years of experience in the Digital sector, René has joined Neo@Ogilvy, Ogilvy & Mather’s global media agency and performance network where he’s building an Analytics team from scratch. René will share what he’s building, moving beyond traditional site centric Digital Analytics. His challenges encompass data integrations, bringing together CRM data to fuel campaigns, being able to measure the impact of the online channel in offline sales. It’s about helping clients transform the way they use technology and transform their business.

Data quality is often taken for granted. Many organizations fall into complacency with tools like Google Analytics, where tracking is installed but rarely optimized, configured, or scrutinized. As it turns out, this type of plug-and-play analytics can be detrimental to your measurement strategy. In this talk, Simo will show his experiences of working with vastly different organizations and methodologies for tag management, highlighting the format with which he's had most success. He will also showcase how a basic setup of Google Analytics (or any other popular web analytics platform) is simply not enough, together with a case study or two of how to turn the limitations of these platforms to your advantage.

At the end results are the only thing that matters. With ecommerce’s complexity tracking consumer decision journeys and adapting your online presence will be the difference between having a successful business and disappearing in the graveyard of unprofitable web shops. We will unravel the layers of consumer decision journey, define micro conversions to track and locate the best insights. It’s not all theory – we will discuss practical application of the See-Think-Do model to ecommerce websites. Who your customers are and what they think about you is something you can’t ignore. We’ll also focus on tracking different personas, evaluating your content.

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]!

Web analysts don't get excited about government websites. They need conversion rates to increase, checkout funnels to optimise, paid channels to evaluate, and AB?s to test. They love Ecommerce, they love non-profits, and they might, at a push, even love a B2B. Government websites have none of these things; they're about as far removed from the crazy rock'n'roll world of conversion optimisation as it's possible to get. However, as this session will demonstrate, there's a huge amount of untapped data on government sites and huge value in connecting the dots.

Conventionally we only want to attribute at session/visit level for a given user to understand which media touch-points results into conversion action for given website or an App. To take attribution to next level, it make sense to consider Media touch- points as well as specific action(s) on website by user which lead to targeted action by users on site/app. I intend to showcase analysis that provides holistic picture to review attribution which not only includes Media touch-points but also specific user actions and combination thereof.

For enterprises to much fragmented incomparable data in siloes is often one of the main challenges when it comes to leveraging the full potential of analytics their organization. Too much data spread across too many people with too many different agendas often provides a chaotic data environment at best. So how do you set up analytics intelligently account across 42 countries and 11 business units to ensure that all levels of the organization has the level of data they require to create results. The session dives into how structure, standards, use and sharing across organization can have a radical impact on both the digital maturity of the business and the overall bottom line.

Brands are using LinkedIn to reach the most qualified audience (both literally & figuratively). However, they are often mistaken into using conventional KPIs to measure success on the platform. This talk will focus on a new paradigm of member centric measurement framework to demonstrate ROI on your social spend.

The first problem faced after being asked a business problem is where to start. Having a set of approaches and techniques for finding the answer to any question or problem hidden within your web analytics data is vitally important to success as a web analyst. Knowing which one will achieve the best results in the shortest time is critical. Peter will take you through the approaches and techniques within his set. He will use a variety of examples across sectors and areas online to demonstrate a set of options for analysing online performance.