The See-Think-Do-Care framework, its obsession is with Content first, then Marketing, then Measurement. It is the only order that works. So often we see Measurement, then sometimes Marketing and only rarely Content. This is the message he's talking to CEOs.

Personalization, one to one, predictive targeting, whatever you call it, serving the optimal digital experience for each customer is often touted as the pinnacle of digital marketing efficacy. But if predictive targeting is so great, why isn’t everyone doing it? In this session Matt will give an overview of predictive targeting methodologies as well as a general framework for thinking about the trade offs you will face when embarking on embedding predictive methods into your marketing systems/process. A warning: While this talk assumes only basic statistical knowledge, it will introduce some relatively advanced/technical concepts. If you are looking for a ‘Top Five Practical Predictive Analytics Tips’ type of talk, you may want skip.

Many companies invest significant financial and human resources into Paid and Organic Search Campaigns. Quantification and optimization of SEO/SEM efforts are critical for those organizations that rely on search as an acquisition channel. This session will focus on how to use data to improve Paid marketing campaigns and SEO performance. We will explore how to use data from Google Webmaster Tools, Adwords, and Google Trends to compliment data that you'll find in your standard web analytics package.

Jos and Oliver will show a series of live demos of how to use Google Analytics and AdWords to the max - to track across devices as well as websites, physical stores, CRM and BI systems and how to best use these integrated customer data sets for bidding, creative decisions and ads targeting.

The loss of credibility and influence tied to delivering the wrong numbers to management is a pain and embarresment most senior analyst have experienced. And as data moves into a more and more central position in the company the demand for quality data grows. This session provides a practical roadmap to getting your data cleaned up once and helps you define a standard for your data quality.

Did you ever think about what your users actually NEED from you and your site? In this session you will learn more about who the vast majority of the internet users are, their personality, their expectations, and how on earth all this relates to Search. Includes an ask me anything session, without prescription, for cheap.

A single data point is'n?t all that useful for understanding how something works, but neither is a big pile of stats. Context is the key to making metrics actionable, it will turn numbers into something more. In this talk, Daniel Waisberg will go through a framework to help guide the data analysis process. The framework is based on a matrix, called TITE (time, interactions, trends, and events), which takes both internal and external factors into consideration as well as influences and the need for comparison. Using a hypothetical example, he will share how it can be used to transform data into a meaningful story.

How to track and evaluate on site user behaviour with site search and custom dimensions (GA + GTM). Implementation procedures, planning, reporting logic and outcomes included - mostly focusing on the travel industry.

It is my mission to spread the gospel of tag management, to make tag management useful for all stakeholders. Google Tag Manager is a tool for Digital Marketers, however, it's mostly seen as a "play thing" for (so-called) hardcore developers. This is unfair and undemocratic and devalues the product. In the interests of openness and inclusion I will demonstrate a range of areas where GTM fails and how it can be fixed. With a live demonstration of a simple to use tool you will see how Digital Marketers can quickly and easily achieve a comfortable level of GTM literacy eliminating common pitfalls and issues. You will all get more value from Google Tag Manager using this free tool.

It’s nothing new that the landscape of technology is rapidly changing and this has changed the consumer landscape forever. But how are we in the Digital Analytics industry addressing that change? For the second year now I’ve attended the Consumer Electronics Show in Las Vegas where hundreds of thousands of attendees descend on the city to see the latest in consumer technology and, increasingly, all types of technology. This year had several highlight areas: Internet of Things, Smart(er/ish) appliances, fitness technology, “future” cars and mobility, drones, and so much more. What does this mean for the future of digital analytics and what steps must we take as practitioners to prepare for and lead in these times? The answer may surprise you.

A tale of caution about lack of transparency and rolling heads. Pragmatic Data Privacy take-aways for an era of Digital Entanglement and fluid Privacy legislation.