We all know it. It’s only a question of time before some friendly soul will come and ask to have your analytics data added to their AI. And in theory that’s great. But what digital analytics data is not known for is quality and that is what AI needs.

The marketing communities and departments across the world are right now scrambling on how we can use generative AI to optimize our processes to create a wider, better, faster and more efficient way of working, marketing and sales environment.

As a digital analyst the core of our job is to translate what the data is saying about the business so we can use that knowledge to improve it. Pretty simple, awesomely valuable and radically focused on facts.

Over the years great analytics thinkers from Stephan Hamel, Gary Angel and many many others have dived into trying to explain how companies understand and use of digital can be understood or even measured and compared across businesses and borders.

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.

Since the dawn of analytics we have strived to improve both the quality and volume of our data, with no other ambition to ensure the largest possible dataset – not because we need it, but because we might need it. GDPR have temporarily put a wrench in our original approach, but it takes more that the law to keep a good analyst away from his data and with Machine Learning as an active part of the toolbox the value of data have grown exponentially. The sessions in a reflection on how we have done things so far and where we might end if you don’t stop doing business as usual and instead calibrate our efforts in a more strategic and ethical direction.

With the abundance of data available in analytics we are no longer competing on the volume of data we have access to, but the quality of the questions we ask. The challenge is that we have never been taught to ask or taught other people to ask the right questions from analytics. So we spend our lives answering questions like "what is our bounce rate?" or "how much did the last campaign convert?" when we could be asking important and business critical question. This means that we in analytics have to consider putting the KPQ (Key Performance Question) before the KPI (Key Performance Indication) to start asking better questions.

From the known unknown to the unknown unknown it's what we don't know which defines us as analysts. Not that we persue the quest for the unknown - quite the opposite, we normally try to answers all questions with the data we have available and tend to overlook the questions and answers we could find in all the data we do not yet have. This is a session on all the great questions we could be asking and the data we would need to answer them correctly.

The loss of credibility and influence tied to delivering the wrong numbers to management is a pain and embarresment most senior analyst have experienced. And as data moves into a more and more central position in the company the demand for quality data grows. This session provides a practical roadmap to getting your data cleaned up once and helps you define a standard for your data quality.

Analytics dashboards are the new craze with fancy interactive visuals and an inferno of data. But they often lack the most fundamental, crucial and simple element. They are not actionable. Enjoy a walkthrough some very delightful and beautifully worthless dashboards as well as some ugly efficient wonders of insights - and learn how to tell the difference.

One of the main sources of bad data in Google Analytics is incomplete or outright wrong setup of campaign tracking. Inconsistent channels, mislabeled campaigns and faulty attribution often poison the quality of data, making it unreliable or completely wrong.

Display and remarketing content is the new frontier which needs integration into our understanding of flow, insights and data. This session takes this understanding to the next level to help ensure the participant a full understanding of the power of display, but also the what requirements ensure that we get full value from the channel.