We’ll dive into the debugging options offered by leading analytics vendors, providing you with a comprehensive overview of the tools available to troubleshoot, optimize, and refine your analytics implementations. By the end of the session, you’ll have a solid understanding of the various debugging options to effectively manage and improve the accuracy of your analytics setup.

Tag Manager Italia collaborated with CNH to design and implement a global GA4-based data strategy, unifying analytics across their extensive operations. This session explores the whole project, with a focus on how advanced tools like BigQuery and Databricks enabled data centralization, while custom Power BI dashboards and privacy-compliant frameworks empowered informed decisions and enhanced marketing and business outcomes.

Historically speaking, digital analytics has focused predominantly on client-side tracking, but recent shifts in regulations, privacy and technology have driven analysts towards server-side solutions - primarily server-side tag management. While server-side solutions are starting to be more widely considered, full server-side tracking remains an underutilized opportunity. This talk unpacks the differences between client-side and server-side tracking (not tagging!), explores how server-side tracking can improve data quality, and demonstrates how integrating both approaches can elevate your behavioural data collection strategy.

In this talk, Russell will explore the realities of customer journeys, challenge common misconceptions about customer behaviour, and highlight the role of attribution and lifetime value in identifying the key factors that drive performance, all with a fresh perspective on journey and funnel design.

This session shares real-world lessons from implementing Google Analytics 4 (GA4) and integrating multi-channel data into BigQuery for an enterprise Retail Media Network. From navigating internal politics and shifting stakeholder landscapes to adapting to evolving requirements and re-scoping complex projects, this talk highlights the critical factors that can make or break large-scale analytics initiatives.

The talk will provide a first-hand story of how the analytics department has developed and transformed over time alongside the growth of Semrush.

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.

The journey from setting up analytics to becoming a trusted consultant is both challenging and rewarding. In this session, you’ll learn how to transition from technical implementation to strategic advising, while navigating common career obstacles like being "overqualified" in agency roles. Practical approaches to building stronger client relationships, and making analytics an indispensable tool. Whether you’re starting your journey, refining your skills - or working with one; this talk will present something beneficial.

In an era where data drives decisions, we rarely pause to consider its environmental footprint.

In this presentation, we will explore the key strategies for effectively managing and leading a high-performing team of analysts in a remote environment. For remote teams, it is critical to prioritize the creation of a safe and inclusive environment that fosters trust and open communication. We will explore how building this foundation is key to successful remote leadership, emphasizing that while tools and technology facilitate collaboration, they should not be the starting point.

Effective data strategy goes beyond merely fulfilling a client brief or completing a checklist to audit and provide a measurement strategy. What do you do when faced with a minimal brief, and the client is unaware of what analytics can truly offer?

Discover how the Digital Analytics team at Itaú, the largest private bank in Latin America, built a high-quality, unified, and standardized tagging ecosystem that simplified data collection, ensured consistent data quality across various measurement tools, and created a comprehensive, customer-centric data strategy across over 10 apps, thousands of developers, and hundreds of business operations.

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.

Being tool-agnostic is more than a best practice—it’s a guiding principle for creating a sustainable and adaptable analytics strategy. By remaining equally adept with and unbiased toward various tools, analysts and organizations can prioritize meaningful insights and strategic outcomes over vendor-specific limitations or preferences.

Forget dashboards full of metrics—real insights start with asking the right questions. In this talk, we’ll go through a journey into how curiosity and bold questioning can flip your analytics game on its head. We will explore how to stop getting stuck in the weeds and start uncovering the insights that actually matter. It’s time to ditch the boring ‘data-driven’ buzzwords and get real about the power of smart, strategic questions. Ready to refresh the way you think about analytics?

In large enterprises, digital analytics teams face technical and organizational challenges, from managing multi-domain setups to navigating company politics and stakeholder relationships. This session explores how enterprises can build resilient analytics infrastructures and leverage advanced tracking setups for improved efficiency, while effectively managing and growing their teams in complex environments.

Demonstrate any Digital Analytics solutions or method of your own that is way beyond the defaults. Who decides who's gonna win? The audience. Send your nomination to [email protected]!