Events, clickstream data or hits (as they are known in the world of Google Analytics) are the building blocks of all marketing analytics suites. In the past they have been processed and aggregated into prefabricated reports before we interact with them. With compute and storage costs dropping, using these raw hits suddenly becomes a viable and powerful option. They require some extra leg work to use but in return offer some great advantages including the ability to reprocess the data as many times as you see fit.

Every report, analysis, statistical method, and amazing technical innovation eventually winds up in the hands of a human person who must incorporate what has been produced into their decision making process. Sounds simple, right? Successful transmission and uptake of the results of analysis is crucial not just for leveraging data effectively but the long term success of the analyst and the programs they cherish. Let's dig into this a bit and see if we can identify some opportunities. And yes, this will include talking about emotions. How does that make you feel?

In this talk Kris Ewald, a 15y veteran of the Analytics industry will share his views and experiments at the crossroads of event based real time data, data science and token based economics.

For most of us analytics have always been a tool for marketing. But if we drop the assumptions and look at the data we have as a source of insights for the whole organisation to explore how we can make new friends and what difference we can make for the organisation and business in general and not just the website and the online team.

How do you measure the impact of creativity? This is one of the major issues facing analytics in LEGO, since the majority of products are not being sold directly to consumers. Today, LEGO’s internal creative agency is providing thousands of creative communication and marketing assets to hubs all around the world in hundreds of different cultures, but the question remains how can you measure creative work’s productivity and efficiency and how do you determine the return on a creative marketing asset in a complex world?

With the introduction of App + Web, the next generation of Google Analytics is here. In this session, Charles will cover all of the new features App + Web provides over the current Google Analytics, explore the differences in their data models, and provide resources to get started.

Marketing automation, machine learning models, customer data platforms; at least one of these is included in your company’s ambitions for 2020. But is you analytics implementation prepared for it? Many companies struggle to implement ambitious data projects because of a lack of data standards and ownership, specialy in the digital analytics sphere.

What’s the best way to make sure all of your teams are connected and the loop is closed on the analytics life cycle? It may seem like a hard feat, but building an analytics center of excellence is a great place to start. It can help create value for your programs by unifying SMEs outside of the regular reporting structure and providing a space for collaboration.

It's here! The Digital Analytics dream of all your digital data and offline data in one platform! Or is it just another buzzword? This presentation will dive into real use cases implemented on Customer Data Platforms across CPG, Automotive, and Gaming industries. Bringing to light how Analysts can utilize this emerging technology to enable capabilities around customer journey analytics, content optimization, personalization, and more.

There are too many things Peter wants to discuss about Digital Analytics and yet, he only gets to speak once. So in this talk, he will be musing on a wide range of topics around the nature of Digital Analytics, the work we do and life in general. This session will include what & who is inspiring Peter, what he wants to be working on and learning in the future, his frustrations within the world of Digital Analytics, his thoughts on what companies should be focusing on and of course, Peter’s latest point of view on attribution. The intention is to spark a bit of inspiration and ideas for all attending in return for the inspiration Peter has received from others.

The digital analytics industry has seen a lot of changes in recent years, both in terms of new products and ways of doing analysis, and how analysts want to use such tools and access data. In this talk, Krista will touch on the shifting trends she's seen and dig into new tools such as Google's App+Web tracking for a glimpse at what the future may look like.

With the proliferation of event based analytics and sophisticated real time data science and the parallel maturing of token based economice there's a cross roads where they meet worth a fireside chat. Often we get stuck in privacy debate or broad statements of data as the new oil, but it deserves a much more nuanced discussion and look ahead at where we can go...

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]!

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:

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.

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.

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.