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.

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.

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.

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.

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.

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.

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.