AI is here to stay and help us in our everyday work. Seeking ideas, initialising creative solutions or just storytelling for summarizing huge documents - AI can do this if properly set up / asked / prompted. But sometimes people are afraid of AI because they don't know or don't understand how this stuff works.

In this presentation, we’ll explore the parallels between the worlds of poker and data-driven marketing. Both realms require a strategic approach to decision-making in environments filled with uncertainty and imperfect information. Focus on embracing imperfection and leveraging available data to make informed choices, much like a seasoned poker player analyzes their hand and the table dynamics.

Building upon her 25-year career in analytics, June has recently added “angel investing” to her list of professional experiences. In this talk, she will share stories and insights describing what she’s learned as an analytics investor, including how she got her start, what it’s like to trend-spot and evaluate new tech, a reflection on learnings from the past two years, and a look ahead at promising new advancements.

With GA4 putting web and behavioural data in a data warehouse into the hands of more analysts than ever before, you may be wondering how to get the best from your data in BigQuery (or any data warehouse), keep costs manageable, and how to give your users the best performance possible. This talk will cover different approaches to data modelling, the trade-offs associated with each approach, and how the dashboard/BI tool you’re using (whether it be Looker or Looker Studio, Tableau, Power BI etc) impacts your data modelling.

We all know that data, like wine and cheese, becomes more valuable when combined. And, just like wine and cheese, they can lead to serious headaches. Whether you are emailing Excel files around, capturing data from thousands of IoT-devices, or just joining your Google Analytics and sales data, you can benefit from following a structured process to minimize your headaches. After debugging yet another failed pipeline I have distilled my experience of building data ingestion pipelines in 8 simple (though not necessarily easy) steps from setting up triggers to archiving and retention.

With the end of third-party cookies rapidly approaching, it's time to look ahead. How will we handle attribution reporting in the future? What possibilities do we, as marketing analysts, actually have? Jente delves into the various approaches you can adopt, from Marketing Mix Modeling to Data Clean Rooms and conversion modeling.

In a world awash with data, numbers wield the power to enlighten or deceive. In this session, Ibrahim will explore the interplay between human bias and statistical storytelling.

Peter joined Decathlon as their first Digital Analytics leader in August 2023. His remit/challenge was quite simple, to increase the use of, and impact from, Digital Analytics. After his first three months, he created a plan, his to do list to improve the situation in the coming months and years. But talk is cheap, what matters is the actions actually taken. Peter will talk you through what he uncovered at Decathlon, what his plan is and how well that plan has survived 3 months in when faced with reality.

The marketing communities and departments across the world are right now scrambling on how we can use generative AI to optimize our processes to create a wider, better, faster and more efficient way of working, marketing and sales environment.

Ashley, Ezequiel and Matt will be your quiz masters for a fun filled night of quizzical conundrums, bragging rights, and prizes.

Google Professional Services is a team of technical consultants and engineers, many of whom have been heavily involved in GA4 migration projects over the last years.

2023 was full of GA4 monkey stuff. As a matter of fact, most of analyst's life is full of coding and tech.

Traditional agencies that sell time and material projects suffer from a lack of predictable, sustainable income as a result of market forces. The curse of the project-based sale affecting both clients and agencies, impacts the ability to hire, manage and grow talent as well as the ability to maintain stable working conditions.

No matter how fancy your modern data stack is, managers still use Spreadsheets!

Over the years it has become clear that communication is EVERYTHING! Even in the world of technical analytics, we cannot be successful unless we get this right.

The ability to build a robust, data-driven marketing platform has transitioned from a luxury to a necessity for maintaining competitiveness. A crucial aspect of this evolution is identifying the most effective tools that not only get the job done but also keep costs manageable.

• JORDAN PECK / Snowplow - Leeds, UK + RUSSELL MCATHY / Ringside Data - London, UK + PIOTR KORZENIOWSKI / Piwik Pro - Wroclaw, Poland + THOMAS TAUCHNER / Jentis - Vienna, Austria

How taking advantages of the self-service data viz software of Google for demanding requirements, as part of various processes and premium digital analytics devices.