Paula Sappington
Hilton - Memphis (TN), USA

SYNCHRONIZED SUCCESS: THE EVOLUTION OF HILTON’S RESEARCH AND EXPERIMENTATION PROGRAM

Experience how Hilton’s research and experimentation team creates a lasting reverb of customer insight that influences each stage of design. Having grown from one part-time A/B tester to a robust insights-driven program, they amplify guest voices in each decision, ensuring the effects of research echo across all customer interactions.

Matt Gershoff
Conductrics - Austin (TX), USA

BANDITS IS A THING AGAIN IT SEEMS

June Dershewitz
San Francisco (CA), USA

A DATA LEADER'S APPROACH TO BUILDING CREDIBILITY, RELIABILITY, AND PARTNERSHIP

Nine years ago, June joined a well-known tech company and found an opportunity to strengthen trust: in the data, in the reports, and in how effective the data team could truly be. Since then, the cornerstone of her work has been building trust. June shares stories about improving data quality, aligning strategies, and advancing data literacy. Learn how trust can shape collaboration and impact across any organization, and how to become a true partner in decision-making and business growth.

Ibrahim Elawadi
Philips - Amsterdam, Netherlands

Till Büttner
DHL - Bonn, Germany

HOW TO LEAD A REMOTE ANALYTICS TEAM

Jill Quick
The Coloring in Department - London, UK

INTEGRATING SCOPE SURVEYS INTO MEASUREMENT STRATEGIES

Effective data strategy goes beyond merely fulfilling a client brief or completing a checklist to audit and provide a measurement strategy. What do you do when faced with a minimal brief, and the client is unaware of what analytics can truly offer?

What happens when you present your recommendations and the next challenges arise: securing the budget to implement them, demonstrating the value of your work, and linking your strategies to the client’s workstreams.

To overcome these challenges, it's crucial to blend qualitative and quantitative insights. Asking the right questions can unlock ideas and reveal the potential of your measurement strategies.

In this session, Jill will explore the development of comprehensive measurement strategies that proactively address client needs, often before they are fully aware of what is possible. We will discuss how integrating feedback from scope surveys with proactive measurement planning ensures that our strategies are not merely reactive but are predictive and forward-thinking.

Jill will share the process and use cases from her work, demonstrating how scope surveys have not only supported the development of measurement strategies but have also been crucial in implementing plans that provide clients with data supporting their business objectives.

Maciek Stanasiuk
Defused Data - Steinhausen, Switzerland

THE *ACTUALLY* DIGITAL ANALYST: WHICH PARTS OF OUR JOBS CAN LLMS DO - AND WHICH, FORTUNATELY, CAN’T?

It’s been more than 2 years since the advent of Large Language Models - the release of ChatGPT. Billions of dollars have been invested in GenAI, and all the media foreshadows the end of IT work as we know it.

But how does it affect… digital analytics? KPIs definition? Tracking implementation? Data engineering and modelling? Reporting? Delivery of insights and recommendations? Let’s take a look together at how and to what extent it can be automated, and where there still is hope for us, puny humans.

Peter O'Neill
Decathlon - Amsterdam, The Netherlands

Doug Hall, Dan Truman
Duga Digital - London, UK

+ Russell McAthy
Ringside Data - London, UK

STATE OF THE NATION SERIES: BEING THE BEST PARTNER

Joining Dan, and Doug will be Russ, and many others from the conference to share what they look for in a productive business partnership. The dos and don'ts. The alarm bells and the warm fuzzy feelings of mutual commercial success.

Danil Melnik
SEMRUSH - Prague, Czechia

Vlad Flaks
OWOX - Toronto, Canada

DEVELOPING THE ANALYTICS FUNCTION IN AN ORGANIZATION GROWING FROM AN EARLY STARTUP TO A BILLION-DOLLAR PUBLIC COMPANY

The talk will provide a first-hand story of how the analytics department has developed and transformed over time alongside the growth of Semrush.

Danil Melnik, Director of Analytics, will highlight the long-term vision of Semrush from its early days, emphasizing data-driven decision-making as part of the company culture. The focus will be on the challenges faced, the technologies used, and the structure of the analytics department at each stage of growth.

Vlad Flaks, CEO of OWOX, will cover the martech challenges they faced as a data analytics provider in data collection, preparation, and insights gathering.

THE 11TH GOLDEN PUNCHCARD PRIZE

Demonstrate any digital analytics solution or method of your own that is way beyond the defaults. Who decides who's gonna win? The audience. Send your nomination to punchcard@superweek.hu!

Denis Golubovskyi
Stape.io - Kyiv, Ukraine

DATA TRENDS IN DIGITAL MARKETING

Overview of key trends from 2024 and forecast pivotal shifts for 2025. Importance of data quality for accurate marketing. Leveraging AI for web data measurement.

Is server-side tracking still remains a future? First-party data is still the most valuable data source for marketers? Do we will see future where site owners will be in full control of their customers data?

Steen Rasmussen
IIH Nordic - Copenhagen, Denmark

Kelly Wortham
Test & Learn Community - Springfield (MO), USA

TLC PANEL: BUILDING & DELIVERING ON PROGRAM ROI

Vikash Sharma
Vikash Analytics - Berlin, Germany

Florian Möller
Ecommerce Analytics - Hamburg, Germany

TACKLING DIGITAL ANALYTICS IN BIGGER COMPANIES: FROM MULTI-DOMAIN SETUPS TO TEAM EMPOWERMENT

In large enterprises, digital analytics teams face technical and organizational challenges, from managing multi-domain setups to navigating company politics and stakeholder relationships. This session explores how enterprises can build resilient analytics infrastructures and leverage advanced tracking setups for improved efficiency, while effectively managing and growing their teams in complex environments.

Using real-world examples from companies like OTTO, TUI Cruises, Jägermeister, and many more, the talk offers best practices and actionable insights to enhance collaboration and scale analytics capabilities. Attendees will gain strategies to foster team growth, drive transformation, and overcome organizational hurdles, equipping them with practical tools to optimize their analytics ecosystems.

Julien Coquet
Montélimar, France

SAFEGUARDING YOUR MENTAL HEALTH WITH AUTOMATION

All the things we entrusted the robots to do and check for us - and where humans are still needed.

Astrid Illum
TV2 Denmark - Copenhagen, Denmark

Russell McAthy
Ringside Data - London, UK

Roberto Guiotto

Matteo Zambon
Tag Manager Italia - Vicenza, Italy

Caio Gerab Tramontina
Banco Itaú - São Paulo, Brazil

Itaú's Unified Tagging Ecosystem: Transforming Data Strategy for Better Customer Insights

Discover how the Digital Analytics team at Itaú, the largest private bank in Latin America, built a high-quality, unified, and standardized tagging ecosystem that simplified data collection, ensured consistent data quality across various measurement tools, and created a comprehensive, customer-centric data strategy across over 10 apps, thousands of developers, and hundreds of business operations.

Timo Aden
Digitl - Hamburg, Germany

Krista Seiden
KS Digital - San Francisco, USA

Balázs Vajna
Marketinglens - Budapest, Hungary

CREATING A MARKETING DATA WAREHOUSE IN BIGQUERY

With the proliferation of SaaS ELT tools many organizations don't realize that Google BigQuery offers many ways to ingest data from different platforms for free. This presentation will walk through the most important native export and data transfer mechanisms and will show how data from these platforms can be integrated to enable a comprehensive view on digital marketing efforts for an organization. Various use cases will be presented as well to generate tangible insights from this integrated data that help increase the bottom line.

Katie Wheatley
Monks - London, UK

THE "SO WHAT?" OF MACHINE LEARNING: FROM ANALYSIS TO CAMPAIGN ACTIVATION

As data analysts, we love to sink our teeth into building machine learning models. But for our clients, number crunching is only appealing if it improves their bottom line. A question we often hear from stakeholders is, "so what?"

In this session, we walk through a case study with an ecommerce client, where we used cosine similarity to identify groups of items with a high crossover in past purchases. We were able to assign cross-sell recommendations at a user level, which our client then activated in a promotional campaign, leading to an incremental uplift in average order value. This session follows the data analysis journey from start to finish to prove the value of number crunching!

Fireside with Matt Gershoff

Matt will be your quiz master for a fun filled night of quizzical conundrums, bragging rights, and prizes.

Lukáš Čech
DHL - Prague, Czechia

DATA DEMOCRATIZATION – MYTH OR A REALISTIC GOAL?

How can we serve hundreds of stakeholders in a global enterprise with a handful of team members without becoming a bottleneck? Let's dive deep into how we use the Adobe Experience Platform ecosystem and what else we have in our stack at DHL. The presentation will describe our own internal Universal Tracking Framework, its opinionated limitations, implementation and connection to how we develop our own Experience Platform Extensions to hide complexity for our stakeholders.

Elena Nesi
Monks - Rome, Italy

GREEN ANALYTICS: BUILDING ECO-FRIENDLY DATA PRACTICES

In an era where data drives decisions, we rarely pause to consider its environmental footprint.

This session explores practical approaches to sustainable analytics, combining technical optimization with strategic thinking. Through real-world examples and actionable frameworks, discover how to maintain analytical depth while reducing digital waste.

Fred Pike
Northwoods - Milwaukee (WI), USA

Artem Korneev
OMMAX - Munich, Germany

Krisztián Korpa
Data to Value - Budapest, Hungary

TAMING GA4 BIGQUERY DATA AT SCALE: LESSONS FROM A YEAR OF COLLECTIVE INNOVATION

Using BigQuery for GA4 data is nothing new. We have all been exploring or weighing the capabilities of the export to some extent. And we have all been wondering.

How are others doing it? Do they have the same struggles that I do? Yes, they do! We are all trying to solve the same problems (more or less) which is a lot of duplicate work and wasted brainpower. A few of us have been dabbling with Dataform for a while now and we wanted to create something that helped all the struggling marketers, analysts and engineers that needed to figure everything out on their own.

And we met exactly one year ago - where, you ask? At Superweek, no less! Let us show you what we learned during our time of tweaking and finetuning Dataform models to deal with the challenges that the GA4 dataset faces us with!

David Vallejo
Analytics Debugger - San Sebastián, Spain

Doug Hall
Duga Digital - London, UK

DON'T LOSE DATA BECAUSE OF CONSENT

We have developed a framework and technology solution that can help prevent data loss when turning on consent mode. We're fully in favour of respecting user consent choices.

We also understand and respect that businesses need data to function. We aim to help all parties comply with vendor compliance as much as practically possible by preventing data loss, while respecting consent choices. These don't have to be mutually exclusive. Yes, you can have modelled data without creating a void in your analytics.

#SPWK #TV #LIVE

Anchored by Fosca Fimiani, Jomar Reyes, Rick Dronkers