t's been nearly ten years since Google acquired Urchin Software and turned it into Google Analytics, unleashing the era of democratized data. Take a walk down memory lane from those early days through present and learn from the triumphs and trials of tens of thousands of hours working with hundreds of companies and billions of data points. Tips, tricks, techniques and more. The tool has evolved but the objective remains the same: to understand and optimize marketing, user experience and business value.

The App sphere is maturing and apps have become a key point touch point for many companies. To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement.

As an industry your progress this year will be brutally assessed so it's time for your annual forelook. This is an evaluation of what our industry does well, what we need to start doing, start doing better and what we need to stop doing.

How do you stand out when the pressure is there to quickly succeed? Will analytics truly help? In this session you will be taken through the process of creating your online business while effectively and efficiently getting it to the people who care.

We’ve come a long way from counting pageviews and cookies. We can now instrument our sites (or our apps and whatever else) in ever more complex ways, and if we push the limits of the technology we can even try to track people across different devices. But the technological challenges are difficult and the end results still fit into the original model of measurements based around where people came from, what material they viewed and whether they ‘converted’. We focus on technology when we’re trying to understand human behaviour. This presentation is about pulling together all the clues we can get about the experience of the people who make up the ‘traffic’ on our sites. If we can understand what they want to do, why they want to do it and how this is relevant to a journey towards our final conversion, then we can help optimise the process. This is not about people how people get to our sites, this is about why they came and what they do.

Stay another day with Phil Pearce for a very advanced training on Friday, 23rd January. 0900AM - 0400+PM (with lunch and coffee break)

Cure for analytics insanity: the definition of insanity is doing the same thing over and over again and expecting different results. That’s what web analytics have been doing for years as data collection becomes easier and quality solutions become less expensive. Instead of focusing on your business strategy and fitting the tool to our needs, we have done the opposite; developing strategies based on what is easy to measure in our tools of choice. This session will teach us how to cure that analytics insanity by taking a strategy first approach to analytics.