Peter joined Decathlon as their first Digital Analytics leader in August 2023. His remit/challenge was quite simple, to increase the use of, and impact from, Digital Analytics. After his first three months, he created a plan, his to do list to improve the situation in the coming months and years. But talk is cheap, what matters is the actions actually taken. Peter will talk you through what he uncovered at Decathlon, what his plan is and how well that plan has survived 3 months in when faced with reality.

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.

Frustrated with the present, Peter jumps ahead to describe the future for Digital Analytics within organisations. He will describe the Digital Analytics solution for the future across the people, technology and processes requirements. This won’t just be the dream set-up for large organisations with big budgets (that’s easy) but instead how Digital Analytics can be made to be useful, in a practical sense, for organisations of any size.

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 first problem faced after being asked a business problem is where to start. Having a set of approaches and techniques for finding the answer to any question or problem hidden within your web analytics data is vitally important to success as a web analyst. Knowing which one will achieve the best results in the shortest time is critical. Peter will take you through the approaches and techniques within his set. He will use a variety of examples across sectors and areas online to demonstrate a set of options for analysing online performance.

Identifying the most common issues that prevent organisations from using analytics to improve their business performance. Peter will describe these (see how many you recognise) before going through options for overcoming or bypassing these barriers.

A practical run through on specific methods to get value from your digital analytics data every day. Not strategic diagnosis work or performance reporting but daily tactical uses of analytics data that directly leads to actions. The session will cover the required tracking, how to convert the data into insights and how these insights can be used to immediately make changes.