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.

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.

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.