Ask anything from two Google employees who are working in one of the fastest changing product areas at Google: Search!

Testing the boundaries of what can be tracked & what gets noticed.

Analytics dashboards are the new craze with fancy interactive visuals and an inferno of data. But they often lack the most fundamental, crucial and simple element. They are not actionable. Enjoy a walkthrough some very delightful and beautifully worthless dashboards as well as some ugly efficient wonders of insights - and learn how to tell the difference.

Identifying the most common issues that prevent organisations from using analytics to improve their business performance. Peter will describe these (see how many you recognise) before going through options for overcoming or bypassing these barriers.

One of the main sources of bad data in Google Analytics is incomplete or outright wrong setup of campaign tracking. Inconsistent channels, mislabeled campaigns and faulty attribution often poison the quality of data, making it unreliable or completely wrong.

Conversion rate is significantly over hyped metric that so many ecommerce experts just focus because there is so much news, media, articles, tools, experts around it. If you think the current situation as one of the wave in revenue optimization, there are important waves starting in e- commerce optimization that easily get unnoticed. Ravi will discuss Roshoman effect in current ecommerce industry and show us why he believes conversion rate is overhyped metric. Further Ravi will also explain what are the waves of ecommerce optimization & how they currently shape the future opportunities.

Learn from both big wins and big mistakes of the past year in working on data models to provide user centric and cross- device reports. Maintaining an implementation is hard enough on web or app alone, but the reward of tracking all your users experience is well-worth the significant effort it takes. Cross-Device done right is so much more than just User IDs.

In all the excitement around Big Data and Analytics, even savvy users of business intelligence can get a bit confused about how and when to use A/B Testing, Predictive Analytics, and Personalization to optimize. But optimizing isn’t about choosing which tool to use: Optimizing is about making decisions. The digital environment gives us an opportunity to make these marketing decisions at scale. In this session we’ll discuss how to bring these tools together to make better decisions, we’ll also touch on how machine learning can help us automate the process to free up analytics teams to focus on the higher value problems.

The next few years in Digital look extremely disruptive, with the promise of customer centric marketing finally being delivered... In this talk I'll review the challenges and give examples of how open architectures build from open architecture tools can drive amazing change and results with unprecedented cost and effort.

Demonstrate any Digital Analytics solutions or method of your own that is way beyond the defaults. Who decides who’s gonna win? The audience.

Are you using some event tracking to learn more about your visitors? Good. How about using Enhanced Ecommerce and the Page Visibility API to analyze content engagement? No? Simo will walk you through these advanced use cases, and provide you with a number of tools and resources you can use to think outside the box when using Google Analytics and Google Tag Manager. Inspiration is guaranteed.

This hands on session will walk you through the details of the Enhanced Ecommerce data model, provide guidance for how to implement the tracking, and walk users through how to use the new reports to gain actionable insights to improve ecommerce performance.

Predicting product's demand based on user's different action & restructure the merchandise & pricing based on it.Measure different action which occurs between users & product (i.e. add to cart,prod view, etc) & build a mapping to identify high value product for large group of user.

Advent of hybrid JS-LD structured markup: Terminator theme. +++ Transition to the training day on Friday.

There are many illusory ways of running tests, where you can call a winner and make the wrong business decision or waste valuable time. There are the lies you can tell yourself that will prevent the team from designing good tests or learning from them. And lastly, there are the Myths of Testing - things that you might think are true but turn out from real life experience to be a sleight of hand. Expect to learn some cold hard truths about testing.

Imagine you've seen the hottest woman in the entire universe. And you've made fantastic efforts and convinced her to give you her phone number. But, how can you score if you don't bother calling her? That's the trap when you try to improve the performance of a website by only observing data, patterns, anomalies, etc. In this session I'll show some real case studies about some websites that scored by mixing qualitative & quantitative data, persuasion and real- time personalization.

Mobile is still growing very fast and some webmasters are ignoring this, but at Google we are focusing more and more on mobile because we think it's one of the most important topics at the moment. With this presentation we introduced at SMX East new concepts to mobile optimization, such as mobile-readiness and host load, concepts that make mobile optimization techniques more transparent. We're going to disambiguate these terms and cover a few more to help you create for your users a great mobile experience!

Start your warm-up the day before, attend Craig Sullivan's all-day optimisation and analytics session on Monday, 19th January. 1000AM - 0500+PM (with lunch and coffee break). This will be a hands on exploration of your most important problems covering topics like Core Toolkits and Techniques, Analytics, How to Find Stuff, Prioritising issues, Hypothesis generation, Copywriting, Analytics, Split testing and how to gain trust and buy-in for optimisation on any project.

How do you use attribution models to evaluate your traffic sources and your marketing strategy? In this session Jacob will look into a few cases where different models give different results. There will also be focus on AdWords and how to evaluate the performance based on attribution models.