In this presentation Peter will give you a panoramic view of how A/B testing is done at Nordea, the largest financial services group in the Nordic region and one of the biggest banks in Europe.

Do you know your linear algebra from your eigenvectors? Can you one-hot encode in your sleep?

It's a never ending game of whack-a-mole, where Peter Swire already talked about technological escalation wars back in 2012 when he quit the W3C DNT efforts.

Marketers and analysts not only want to know which channels & campaigns drive sales and what is their ROI. They want to know how to optimize digital marketing performance starting from strategy and up to keywords bids adjustment. As advertising tools evolve, campaign optimization inside a particular ad service is being constantly improved. The main decision for a marketing professional to make is how to choose the perfect budget allocation across the channels and how to know in advance what results one can expect from each channel in the future.

Our industry is based on data. But without context, data is meaningless. In our world, data and context should be used to improve the business. Otherwise we are useless.

In this presentation you will learn what are rich results, how you can implement them on your website and why you should be using them. In addition, and here's the fun part, Daniel will talk about how to understand the data provided by Search Console and make it actionable, from setting the right priorities to implementing and validating your fixes.

We will review the basics of Multi Armed Bandits and contrast it with AB Testing.

Most businesses are still getting analytics wrong. Why? There are many reasons, but what are the biggest blockers? What could get businesses 80% of the way there?

Have you ever been at a loud party, or a bar, and you suddenly pick out your name being said by your friend down the end of the bar? Your brain exists to find the signal in the noise and pluck out personalized experiences. It's rooted deep in our psychology, and our need for control and to reduce information overload, but at the core... it's just how our brains physically work. There are a number of (expensive) systems that can help you employ personalization on your website, but did you know you could use personalization techniques on your site essentially overnight using free tools, and get some pretty insane results? Using free Google Analytics and Google Tag Manager, we helped one client increase their conversion rate by 32X (from 1% to 32%) using free tools, without even having to go through their developers. We'll walk through why humans do the things we do, and then dig into how you too can employ a similar personalization scheme using tools within the Google Marketing Platform to hopefully get some similarly crazy results.

The majority of nowadays attributions are very biased. Some of them do not reflect the whole customer journey, while others are based on some algorithms defined by people (heuristics), while the reality is usually much more complex.

This talk is inspired by first hand experience that Yehoshua has had with a wide range of organizations. He will present a mixture of strategic approaches to the analytics life cycle as well as a number of tactical execution methods for how to build a digital measurement framework with the outcome in mind. Learn how to answer business questions that the business may not have even asked.

While event-based world is not a mystery to the analytics community, decision makers, often non-technical, still have a hard time grasping the impact of this big change to the way we gather and interpret data. By developing a practical and intuitive framework, we can ease the understanding of their website´s visitors and lay the groundwork for event-based analytical system. The goal of this framework is to aid decision-making by highlighting opportunities by systemizing the findings and highlighting findings and opportunities in the following areas:

Overview of GTM and some upcoming beta features, followed by Q&A with the product team.

Stéphane is a veteran of Superweek and each year he brings a forward-looking topic which challenges the way we do our work - he brought us his famous digital analytics maturity model and the radical analytics manifesto, and last year he scared the sh*t out of us by demonstrating how machine learning could be leading us closer to an impeding doomsday. This year, Stéphane will continue where he left last year and dig into real-life examples of questionable ethics and malpractice which will hopefully make you think about your limits and where the red line is for you, as an analyst and as a consumer.

We all want relevant content, when we browse the internet. We want the right offer at the right time - and even more we don't want the wrong offer ('I just bought a toaster, how many toasters do you think I need!'). But we also want to be left alone. We want to be anonymous, when we buy our macrame utensils and bird watching binoculars. On top of that, it shouldn’t require a masters degree to figure out and exert control of our data.

The user, the platform, the product. The ThinkCircle model enables organizations to use the 3 elements in order to build their measurement canvas. In this session, Yehuda will teach you how to build your own measurement and analysis model.

In this fun-filled fact-finding forecasting-phenomenon session, we’ll discover the secrets of time travel. You’ll visit your professional-services firm 12-18 months in the future and see how well it’s doing. Yowza! We’ll discover the future together, using a bit of financial wizardry and from the safety of your very own Excel spreadsheet.

Even before GDPR, savvy analysts were aware of privacy considerations and concerns as they went about their work of analyzing consumer behavior. But, increasingly, the convergence of regulatory changes (GDPR, CCPA,...), technological changes (ITP, ETP,...), publicized data breaches (Desjardins, Adobe, Capital One,...), and increased consumer awareness and action (ad blocker installations, browser configurations) have driven limitations to the data that is automatically available to marketers and analysts. Simultaneously, the rise of CDPs, machine learning, and AI are driving an increased desire to gather and activate broader, richer, and more integrated customer data. In this session, the panelists will grapple with the tensions between these competing forces.

Recent changes in how web browsers handle client-side state have unveiled something that many have known for a long time: first-party storage (cookies, localStorage, etc.) is unreliable. Initiatives like Intelligent Tracking Prevention (Safari/WebKit) and Enhanced Tracking Protection (Firefox/Mozilla) seek to erode ad tech’s capability to track users cross-site, at the expense of first-party analytics and advertising.

In this talk we take a look on the most important issues, according to you.

In this session, Moe takes us through the evolving role of the analyst and what skills analysts need to be successful in the future. She shares her learnings from working closely with engineering practices and how these have improved the quality and reproducibility of her code. By the end of this session you'll understand why peer reviews, GitHub and the terminal are essential for your success.

Data science, machine learning and AI all require a specific background in mathematics that very few people in the industry possess. Julien Coquet looks back at a 20-year career in digital analytics and discusses why data science isn't for everyone and how to prepare for such a line of work.