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.

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.

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.

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.

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.

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.