Overview of key trends from 2024 and forecast pivotal shifts for 2025. Importance of data quality for accurate marketing. Leveraging AI for web data measurement.

Over the past two years, we have developed (and refined) "Synthetic Users"—an innovative solution bridging privacy compliance and conversion optimization. While the product has become a huge success in delivering real value to our customers' ad performance, the journey was anything but straightforward.

Looking for something? Whether it's a product, information, or inspiration, algorithms are anticipating your needs and delivering answers before you even know the question. Powered by LLMs and AI, these systems are redefining the activites of search and discovery - and the types of data needed to power these new feedback loops.

Over the last two decades, analytics has undergone a profound transformation, reshaping not only the technology we use but also the skills that define our roles. In this session, we'll explore the natural evolution, and major paradigm shifts in the field, from the rise of webmasters to the era of storytelling and now to the age of AI mastery. Join me as we reflect on the industry's journey, the changing demands on analysts, and how we've continually adapted to stay ahead in a fast-moving digital landscape.

We all know it. It’s only a question of time before some friendly soul will come and ask to have your analytics data added to their AI. And in theory that’s great. But what digital analytics data is not known for is quality and that is what AI needs.

As data analysts, we love to sink our teeth into building machine learning models. But for our clients, number crunching is only appealing if it improves their bottom line. A question we often hear from stakeholders is, "so what?"