How to judge the performance of marketing campaigns, who shall get the credit and how to allocate budgets? For many years Attribution was a hot topic and many questions and discussions were about how to best attribute conversions. Is this the best solution or are there others such as Marketing Mix Modelling to increase media efficiency?

After a period of relative quiet, the industry appears to be interested again in multi-armed bandits. To find the wheat from the chaff within the marketing hype, it is important to at least understand bandit basics: what they are; how they compare to AB Tests; when to use them; and how they work.

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.

With the proliferation of SaaS ELT tools many organizations don't realize that Google BigQuery offers many ways to ingest data from different platforms for free. This presentation will walk through the most important native export and data transfer mechanisms and will show how data from these platforms can be integrated to enable a comprehensive view on digital marketing efforts for an organization. Various use cases will be presented as well to generate tangible insights from this integrated data that help increase the bottom line.

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.