Just get on the plane and let us bring you into a week of pure digital analytics. We will shuttle you straight from the airport to the conference venue where your days will be filled with seminars and events that SUPERWEEK has become synonymous with.

SAFEGUARDING YOUR MENTAL HEALTH WITH AUTOMATION

Julien Coquet / Montélimar, France

Automation has evolved from simple scripting to become an essential cornerstone of modern data workflows. However, automation isn't without its pitfalls. While promising to reduce workload and improve efficiency, poorly implemented automation can create technical debt, introduce hidden errors, require constant maintenance - and just drive you crazy.

Despite the powerful capabilities of modern automation tools, they can't entirely replace human judgment, creativity, and adaptability in analytics. This presentation explores the current state of automation in data analytics and engineering, examining key principles, tools, and real-world applications that can transform how we work with data, illustrated with practical examples from Julien Coquet's extensive consulting career.

Julien will explore both the opportunities and limitations of automation, providing practical insights into building sustainable strategies that complement human expertise rather than attempt to replace it.

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

Paula Sappington Hilton - Memphis (TN), USA

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.

CUSTOMER JOURNEY ANALYTICS AND FUNNELS – WHAT YOU DON’T KNOW

Russell McAthy / Ringside Data - London, UK

In this talk, Russell will explore the realities of customer journeys, challenge common misconceptions about customer behaviour, and highlight the role of attribution and lifetime value in identifying the key factors that drive performance, all with a fresh perspective on journey and funnel design.

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

Caio Gerab Tramontina / Banco Itaú - São Paulo, Brazil

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.

DISCOVERY IN THE AGE OF ANTICIPATORY SYSTEMS

Astrid Illum / TV2 Denmark - Copenhagen, Denmark

Looking for something? Whether it's a product, information, or inspiration, algorithms are anticipating your needs and delivering answers before you even know the question. Powered by LLMs and AI, these systems are redefining the activites of search and discovery - and the types of data needed to power these new feedback loops.

For businesses and brands, this shift is rewriting the rules of engagement: Brand loyalty weakens, hyper-specific offerings thrive, and the balance between personalization and trust grows more complex.

Join me as we unpack the rise of anticipatory discovery, and what it all means for the future of data, branding and trust.

HOW TO LEAD A REMOTE ANALYTICS TEAM

Till Büttner / DHL - Bonn, Germany

In this presentation, we will explore the key strategies for effectively managing and leading a high-performing team of analysts in a remote environment. For remote teams, it is critical to prioritize the creation of a safe and inclusive environment that fosters trust and open communication. We will explore how building this foundation is key to successful remote leadership, emphasizing that while tools and technology facilitate collaboration, they should not be the starting point.

Discover practical tips on how to change leadership approaches to adapt to the unique challenges of remote work and ensure that the team remains cohesive, motivated, and productive. Learn how to use the right tools to enhance, rather than dictate, your team's workflow and communication.

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

June Dershewitz / San Francisco (CA), USA

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.

FIRESIDE PUB QUIZ WITH CONDUCTRICS

Ashley Teague, Ezequiel Boehler, Matt Gershoff / Conductrics - Austin (TX), USA

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

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

Maciek Stanasiuk / Defused Data - Steinhausen, Switzerland

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.

BANDITS BOUNCE BACK

Matt Gershoff / Conductrics - Austin (TX), USA

Ezequiel Boehler / Conductrics - Buenos Aires, Argentina

After a period of relative quiet, the industry appears to be interested again in multi-armed bandits. To find the wheat from the chaff within the marketing hype, it is important to at least understand bandit basics: what they are; how they compare to AB Tests; when to use them; and how they work.

After our presentation you will have learned the answers to these fundamental questions. In addition, you will also leave knowing a super simple, yet surprisingly effective bandit method that you can try out back at work without needing to buy any dedicated Bandit software.

STOP CHASING NUMBERS, START ASKING QUESTIONS

Ibrahim Elawadi / Philips - Amsterdam, Netherlands

Forget dashboards full of metrics—real insights start with asking the right questions. In this talk, we’ll go through a journey into how curiosity and bold questioning can flip your analytics game on its head. We will explore how to stop getting stuck in the weeds and start uncovering the insights that actually matter. It’s time to ditch the boring ‘data-driven’ buzzwords and get real about the power of smart, strategic questions. Ready to refresh the way you think about analytics?

EMPOWERING DATA ENGINEERING WITH LAKEHOUSE ARCHITECTURE AND LARGE LANGUAGE MODELS

Mimoune Djouallah / Microsoft - Brisbane, Australia

This session explores the rise of Lakehouse architecture and its industry-wide adoption, highlighting its ability to simplify Data Management. We’ll also examine how Large Language Models (LLMs) are transforming Data Engineering, enabling analysts to solve complex problems that once required advanced technical skills.

DATA TRENDS IN DIGITAL MARKETING

Denis Golubovskyi / Stape.io - Kyiv, Ukraine

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?

FROM DATA WRANGLERS TO AI NAVIGATORS: 20 YEARS OF ANALYTICS EVOLUTION

Marie Fenner / Piano - London, UK

Over the last two decades, analytics has undergone a profound transformation, reshaping not only the technology we use but also the skills that define our roles. In this session, we'll explore the natural evolution, and major paradigm shifts in the field, from the rise of webmasters to the era of storytelling and now to the age of AI mastery. Join me as we reflect on the industry's journey, the changing demands on analysts, and how we've continually adapted to stay ahead in a fast-moving digital landscape.

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

Vikash Sharma / Vikash Analytics - Berlin, Germany

Florian Möller / Ecommerce Analytics - Hamburg, Germany

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.

TLC PANEL: BUILDING & DELIVERING ON PROGRAM ROI

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

Paula Sappington / Hilton - Memphis (TN), USA

Mark Pybus / Creative CX - Southwark, UK

June Dershewitz / San Francisco (CA), USA

Matt Gershoff / Conductrics - Austin (TX), USA

Julien Coquet / Montélimar, France

CLIENT-SIDE VS. SERVER-SIDE TRACKING: MYTHS, REALITIES, AND THE HYBRID FUTURE

Elle Whaley / Snowplow - London, UK

Jordan Peck / Snowplow - Leeds, UK

Historically speaking, digital analytics has focused predominantly on client-side tracking, but recent shifts in regulations, privacy and technology have driven analysts towards server-side solutions - primarily server-side tag management. While server-side solutions are starting to be more widely considered, full server-side tracking remains an underutilized opportunity. This talk unpacks the differences between client-side and server-side tracking (not tagging!), explores how server-side tracking can improve data quality, and demonstrates how integrating both approaches can elevate your behavioural data collection strategy.

[TV] GRAND OPENING WITH FOSCA FIMIANI, RICK DRONKERS AND JOMAR REYES

youtube.com/@supervveek/streams

BUILDING A GA4-DRIVEN DATA STRATEGY IN A $25 BILLION ENTERPRISE

Roberto Guiotto / Tag Manager Italia - Vicenza, Italy
Matteo Zambon / Tag Manager Italia - Vicenza, Italy

Tag Manager Italia collaborated with CNH Industrial to design and implement a global GA4-based data strategy, unifying analytics across their extensive operations. This session explores the whole project, with a focus on how advanced tools like BigQuery and Databricks enabled data centralization, while custom Power BI dashboards and privacy-compliant frameworks empowered informed decisions and enhanced marketing and business outcomes.

INTEGRATING SCOPE SURVEYS INTO MEASUREMENT STRATEGIES

Jill Quick / The Coloring in Department - London, UK

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.

"IT’S THE PROCESS, STUPID" - REFLECTIONS ON THE FUTURE FUSION OF AI AND ANALYTICS

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

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.

So the future integration of AI in data and analytics is forcing our hands towards a much more rigid framework of procedures to consistently deliver analytics data and input of a sufficiently high enough quality for AI to work with.

The open question is, can we deliver that… and can we deliver it in time?

DEVELOPING GROUNDBREAKING AI TRACKING TECHNOLOGY – WHAT COULD POSSIBLY GO WRONG?

Thomas Tauchner / JENTIS - Vienna, Austria

Over the past two years, we have developed (and refined) "Synthetic Users"—an innovative solution bridging privacy compliance and conversion optimization. While the product has become a huge success in delivering real value to our customers' ad performance, the journey was anything but straightforward.

Thomas will share the inside story behind this project, from the initial spark of the idea (inspired by an off-the-cuff remark from a co-worker seeking stronger selling points) to navigating setbacks (A/B tests on Google Ads not working as expected) to the highs and lows of customer trials. He will provide a transparent look at what it really takes to bring an ambitious idea to life.

Expect an honest, approachable talk with practical insights and reflections. You’ll walk away with plenty to think about – and might just find your interest piqued by AI’s potential to change the way we think about tracking, privacy, and conversion optimization.

INTERACTIVE DECISION SCIENCE

Matthew Brandt / Well - Zürich, Switzerland

Most organisations aim to be "data-driven" but never reflect on the true purpose of why data is collected - for making better decisions. However, how do we know what a "good" decision looks like?

Discover the significance of developing research questions through data exploration and cleansing, and witness the magic of collaborative rapid iterations with stakeholders instead of week- or month-long back and forth antics. Learn to measure decision impact through experimentation and tracking key metrics, empowering you to have the best possible outcome.

Join Matthew as he interactively demonstrates the powerful 5-step process named Prime Route, with concrete examples and your participation as key ingredients to success.

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

Artem Korneev / OMMAX - Munich, Germany

Krisztián Korpa / Data to Value - Budapest, Hungary

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!

DATA AT SCALE: LESSONS LEARNED FROM BUILDING ANALYTICS PROJECTS ACROSS TEAMS, TOOLS, AND TIMELINES

Krista Seiden / KS Digital - San Francisco, USA

This session shares real-world lessons from implementing Google Analytics 4 (GA4) and integrating multi-channel data into BigQuery for an enterprise Retail Media Network. From navigating internal politics and shifting stakeholder landscapes to adapting to evolving requirements and re-scoping complex projects, this talk highlights the critical factors that can make or break large-scale analytics initiatives.

This candid, behind-the-scenes look offers actionable strategies to balance technical precision with the human element, empowering you to manage competing priorities, stay agile amidst change, and deliver impactful outcomes in your next enterprise analytics project.

STATE OF THE NATION FIRESIDE

Doug Hall, Dan Truman / Duga Digital - London, UK

+ Russell McAthy / Ringside Data - London, UK

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.

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

Katie Wheatley / Monks - London, UK

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!

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

Danil Melnik / SEMRUSH - Prague, Czechia

Vlad Flaks / OWOX - Toronto, Canada

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.

DATA DEMOCRATIZATION – MYTH OR A REALISTIC GOAL?

Lukáš Čech / DHL - Prague, Czechia

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.

CREATING A MARKETING DATA WAREHOUSE IN BIGQUERY

Balázs Vajna / Marketinglens - Budapest, Hungary

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.

ATTRIBUTION AND / OR MARKETING MIX MODELLING - AN OVERVIEW

Timo Aden / Digitl - Hamburg, Germany

How to judge the performance of marketing campaigns, who shall get the credit and how to allocate budgets? For many years Attribution was a hot topic and many questions and discussions were about how to best attribute conversions. Is this the best solution or are there others such as Marketing Mix Modelling to increase media efficiency?

This presentation gives insights on the status quo, advantages and disadvantages and gives an outlook on what's to come in 2025.

GREEN ANALYTICS: BUILDING ECO-FRIENDLY DATA PRACTICES

Elena Nesi / Monks - Rome, Italy

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.

THE XI. GOLDEN PUNCHCARD PRIZE

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 2024@superweek.hu!

DON'T LOSE DATA BECAUSE OF CONSENT

Doug Hall / Duga Digital - London, UK

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.

ANALYTICS UNCHAINED: OFFICIAL VENDOR DEBUGGING TOOLS

David Vallejo / Analytics Debugger - San Sebastián, Spain

We’ll dive into the debugging options offered by leading analytics vendors, providing you with a comprehensive overview of the tools available to troubleshoot, optimize, and refine your analytics implementations. By the end of the session, you’ll have a solid understanding of the various debugging options to effectively manage and improve the accuracy of your analytics setup.

LESSONS FROM THE PIT: OVERCOMING IMPOSTER SYNDROME

Fred Pike / Northwoods - Milwaukee (WI), USA

I like to joke that I’m an expert on imposter syndrome—mostly because I’ve felt it in every aspect of my life. As a GA/GTM professional and, especially, as a guitarist in pit orchestras for musicals, I’ve spent plenty of time wondering if I belong. But those experiences have also taught me some ways to navigate self-doubt. In this talk, I’ll share stories, lessons, and a few laughs about finding confidence when you feel like a fraud. Who knows? Maybe being an imposter isn’t such a bad thing after all.

STAYING TOOL-AGNOSTIC IN DIGITAL ANALYTICS: A RESILIENT APPROACH

Uğur Gürsel / Istanbul, Turkey

Being tool-agnostic is more than a best practice—it’s a guiding principle for creating a sustainable and adaptable analytics strategy. By remaining equally adept with and unbiased toward various tools, analysts and organizations can prioritize meaningful insights and strategic outcomes over vendor-specific limitations or preferences.

FROM TRACKING TO TALKING, FROM SETUPS TO STRATEGY

Robert Petković / Analytics & Co - Rijeka, Croatia

The journey from setting up analytics to becoming a trusted consultant is both challenging and rewarding. In this session, you’ll learn how to transition from technical implementation to strategic advising, while navigating common career obstacles like being "overqualified" in agency roles. Practical approaches to building stronger client relationships, and making analytics an indispensable tool. Whether you’re starting your journey, refining your skills - or working with one; this talk will present something beneficial.

WRAP-UP: JULIEN & FRIENDS + coffee, sandwich, refreshments

Julien Coquet - Montélimar, France