Moe shares the most valuable analytical technique she learned from her time in government – ACH. Often, confirmation bias (the tendency to interpret new evidence as confirmation of one’s existing beliefs) railroads an analyst’s findings. ACH draws on scientific methodology, cognitive psychology and decision analysis to avoid this analytical trap. The strength of ACH is that it is difficult for an analyst’s natural biases to influence the outcome of their analysis. Moe teaches how to build your own hypotheses matrix and set up to disprove hypotheses using a case study. And yes, she’s applying ACH to her work at THE ICONIC, Australia & New Zealand’s largest online retailer.

How you get from 1 keyword to millions and how do you work with all of this analytics data at scale to make sense out of it for your SEO & Analytics strategy. At Postmates, Martijn is heading up the SEO team; he’ll talk about how millions of keywords are helping them make the right decision and how they’re dealing with all of this analytics data and is using it to run more efficient experiments.

This is my fifth SUPERWEEK! My first was back in 2014 and having attended in 2015, '16, '17 and now '18 this is an event I just can't miss. SPWK is recognised as the event that starts the year off for the analytics industry with a massive bang. We all love the fireside chats, golden punchcard prize, live podcasts, sharing a drink with superstars of the industry and of course, the famous night time bonfire and mulled wine!

The talk will answer the core questions of how we can balance a better customer centric understanding of individuals behaviour over time with respect for privacy. As technology changes rapidly the technologies will make it possible to build complete new types of "device" and ID graphs while the respect for privacy tightens this needs to be done to be benefit of consumers. In this talk we'll look at the "why, what and how" and cover:​

Omni-channel is not a new hype, it's the norm. We have access to omni-channel analytics, omni-channel communication and automation tools. Now we connect that and visualize this connection. Segmentation is needed, not only for people, but for marketing automation.

Building and maintaining data pipelines and workflows can be very complicated, difficult to manage and error prone. AirBnb created and open-sourced Apache Airflow in 2015 to solve a lot of the problems. If you have ever needed to automate, schedule, handle errors or send out alerts for your data workflows then Airflow will be the perfect new tool in your data toolbox.

Marketing attribution is a buzzword that has everyone the paid advertising community talking. But what does it mean for you? Is it really a magic bullet, or is attribution just a bunch of bullshit? This talk goes through the need for attribution, shares practical applications and technologies, and ends with a framework for you to get started.

Join renowned expert Julien Coquet around the fireplace as he takes the role an a digital analytics Gordon Ramsey. Like most digital marketing projects, digital analytics projects suffer from a lack of vision and planning. This leads to poorly executed projects that yield poor results. Sometimes, analytics become a concern after a new manager arrives, only to discover how bad things turned out! Julien will share stories about the worse analytics situations he ever encountered - along with simple yet effective solutions to these problems.

The top-rated explicit digital analytics podcast returns to Superweek to do another live recording. Michael Helbling and Tim Wilson have been joined by Moe Kiss since last they were in Hungary, and all three will take center stage with toasty embers on their posteriors and their largest set of guests ever in front of them: the Superweek attendees! The evening will be part mid-conference recap, part diving deeper on a few of the discussions they've had with attendees, and a whole lot of fun... with drinks in one hand and microphones in the other.

AI and Machine Learning will become an integral part of your marketing analytics life so before Matt Gershoff explains how it works, Jim walks you through what it is and how it is being used. From natural language processing and computer vision to chatbots and robots, you'll see how AI is applied to customer interaction. Then, Jim dives into machine learning so you can determine which software services are worth your time, communicate better with the data scientists in your company, decide to become one yourself, and figure out how and where to bring AI and ML into your marketing tool suite.

With BigQuery business and organisations have a unique chance of taking there analytics data and start the transformation towards a data lake. By combining customer, analytics, marketing and CRM data here we not only get a repository where can have room to add or work with data as we see fit, we also open up for the opportunity to use machine learning to actually sift through our data to help determine the causality and relationship between the individual data points. This way we use the full power of data to define our segments and profiles based on their actual behavior and not our prejudice.

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]!

Google Analytics certainly provides us the opportunity to track everything on a website. But how can we take advantage of this opportunity, within such an enterprise, to drive change and improve the quality of the services it provides? Both online and offline. In this session we will go through the four major pylons of such an endeavor: Web & App optimization Data driven Design Integrated data from all sources

There is no shortage of guides and tutorials about how to track everything from videos to the weather (Thanks Simo!). There are very few examples of anyone actually using Google Analytics to take actions and drive change. In this session, I will share my favorite examples from landing page optimization, content ideas, to marrying qualitative with quantitative data. In addition, everyone talks about attribution, but rarely is anyone able to show why it matters for their business. I'll share quick examples to show how to start a meaningful conversation around attribution and show why it matters.

All attribution models are wrong, but some are useful. Except for Data Driven Attribution models of course which just might be right. Correct? Or not? Peter wants to reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.

The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.

Nowadays businesses have too much customer data for a human to handle. Sifting through heaps of it manually trying to find insights is not only gruelling, sometimes it's no longer possible. Solution: let the self-learning algorithms find patterns in data that yield business value. We'll show how a major online retailer, a DIY store and an airline booking service cooked a conversion prediction system out of their various sources of data – CRM, web, and app. This won't hurt, almost anyone can do it – and we'll demostrate how.