LET'S GET RADICAL! - A GROUP THERAPY - with Stéphane Hamel

Stéphane Hamel

Be forewarned, this isn't a workshop - not in the traditional sense anyway. Instead, see it as an opportunity to share the challenges you are facing with a small group of like-minded people, in a safe environment, where you won't be judged - think of it as a group therapy!

GOOGLE ANALYTICS SUITE MASTERCLASS - with Caleb Whitmore

Caleb Whitmore / Analytics Pros - Seattle, USA

Join Caleb Whitmore, Co-Founder, Chairman and Analytics Evangelist at Analytics Pros for a day immersed in the Google Analytics Suite focusing on the core four products: Analytics, Tag Manager, Data Studio, and Optimize. The day will also include a bonus "ask me anything" session and ample time for hands-on workshop style learning. Specific topics covered will include:

FIRESIDE CHAT: ASK US ANYTHING

A fireside 'ask us anything' with Caleb and Charlotte Whitmore, founders of Analytics Pros. From questions about analytics to building a globally leading team and company all while building a family and life together, just about anything is fair game.

We'll dedicate a portion of the day to an open-ended AMA forum. Come prepared with your toughest questions (or send them in to Caleb beforehand) and we'll have some fun!

Caleb Whitmore (Analytics Pros)

Charlotte Whitmore (Analytics Pros)

SHOULD DIGITAL ANALYSTS BECOME MORE DATA SCIENCE-Y?

Tim Wilson / Senior Partner, Analytics Demystified

Somewhere along the spectrum of "logging into Google Analytics" and "the machines are in control" is the world of the power analyst who interacts with the data on the fly, applies statistics to large data sets, and develops interactive visualizations that go well beyond the capabilities of Excel. Those power analysts are operating on the fringes of the domain of the "data scientist" -- a role for which no one can really agree on a concrete definition! In this session, Tim -- who has never claimed to be and never will claim to be a data scientist -- will share what he has learned from trying to understand the scope and nature of that role. And, beyond that, how he has grown as a digital analyst, expanded his skills to "program with data" with R, and increased his value to the organizations with which he works as a result.

THE TYRANNY OF THE DATA

Caleb Whitmore / Analytics Pros - Seattle, USA

How data is ruining your brand by winning the battle but losing the war for knowing the customer and enhancing their experience.

THE MISSING AUTOMATION LAYER

Damion Brown / Data Runs Deep - Melbourne, Australia

You use APIs and third-party services to automate the extraction of data from a web analytics tool. But what about automating the sending of data too? In this hands-on talk, Damion shows you how to use services like IFTTT and Zapier to augment the clickstream with context.

Using a mix of RSS, web hooks, open APIs and the Google Analytics Measurement Protocol, you can grab things like company blog posts, new backlinks, and social interactions like Twitter mentions, Instagram posts, and more. It's all possible by making use of the increasingly-connected web of services and there are even possibilities of tracking the internet of things with your favourite web analytics tool.

ON HALAL FOOD, AIDS AND POLITICAL ACTIVISM IN BIG DATA

Aurélie Pols / Mind Your Privacy, Spain

Why the increased merging of AdTech and MarTech is creating new types of (potential) harms; how the definitions of PII & pseudonymous data are evolving and why legislation is not lagging behind: it’s the technology people who can’t stop complaining while building rockets and self-driving cars!

Welcome to the age of Privacy Engineering, mixing MDM, data governance, security/encryption and yes Privacy legislation while pushing for standards.

The only thing missing is a carrot & a stick.

How about Consumer Trust and 4% of global turn-over?

SHOWING UP IN THE BOARD ROOM

Charlotte Whitmore / Founder, Analytics Pros - Seattle, USA

As more and more boards are asking to see and understand data - how can the data analyst bring not only numbers but education to the board room. This presentation is conversational to get us thinking about creative ways to bring more information to our boards and our customer's boards. Come to collaboratively learn more about how to engage with a Board.

Turn to the speakers! DATA INTEGRATION

Caleb Whitmore (Analytics Pros)

Daniel Waisberg (Google)

Tim Wilson (Analytics Demystified)

VISUALIZE WHAT MATTERS

Keynote by Daniel Waisberg / Google Analytics - London, UK

At Superweek we all love data. Some of us analyze marketing campaigns and some analyze SEO; some play with statistics and some play with visual tools; some discuss ethical challenges and some ask technical questions. But we all love data and believe it can help other people. In this presentation I will discuss why and how we should use our love and skills to make an impact not just on businesses but also in our communities and society in general.

INNOVATIONS IN DIGITAL MARKETING FROM THE DATA REVOLUTION

Kristoffer Ewald / SVP, MetaPeople Group

As the available marketing data and quality of it matures it's time to rethink the core metrics we use to quantify marketing performance. In this talk Kristoffer will focus on the gaps between what we know marketing should focus on and what is typical today, and look forward at the new data-driven key metrics in performance marketing.

PREDICTIVE CONVERSION MODELING - LIFTING WEB ANALYTICS TO THE NEXT LEVEL

Petri Mertanen and Ron Luhtanen / Annalect - Finland

In this session Ron Luhtanen and Petri Mertanen will tell how Annalect Finland is using machine learning in creating predictive models, which are explaining and predicting user behavior from web analytics data. By default quite many web analytics systems report behavioral data on an aggregate level. This is inconvenient for in depth analysis, because it limits the methods to only different regression models. During the session you will hear how browser and session level data is used with modeling algorithm. We will wrap up the session with benefits and outputs of the modeling.

Tim Wilson / Analytics Demystified

THE CURIOUS INCIDENT OF THE DATA IN THE NIGHT

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

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.

GOLDEN PUNCHCARD PRIZE GOES TO: DOUG HALL

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 2017@superweek.hu!

FIRESIDE CHAT WITH TIM WILSON AND MICHAEL HELBLING

The Digital Analytics Power Hour podcast just turned two years old and, since it was inspired by the informal conversations that occur after hours at analytics conferences, Michael and Tim will be recording an episode as a fireside chat at Superweek! The podcast regularly has guests who get peppered with questions from Michael and Tim for 45-50 minutes. For this session, they will be altering the format slightly and peppering selected speakers and attendees with _one_ question each -- the one question they've always wanted to ask the person, a question that came out of one of the sessions, or, possibly, a question that they've heard the person answer so spectacularly in the past that they wanted to ask it again to record the response for posterity!

DESIGNING WITH DATA ON GOV.UK

Tim Leighton-Boyce / UK Government Digital Service - London, UK

The UK's Government Digital Service has "start with user needs" and "design with data" right at the top of its statement of principles. There are analysts embedded in each team within the organisation and analysis is built in to the Digital Service Standard used by other government departments.

But what does that really mean? How do you "design with data" while working in an Agile environment? Is analysis introduced right from the start of a project instead of being treated as an afterthought?

After decades working in the commercial world of ecommerce, Tim signed up as a public employee to join one of the most important digital projects in the UK. Because it matters -- millions of people need to use these systems. And because it's fascinating for anyone who wants to use data to make a difference. This is a personal story about what it's like working as analyst within one of the teams running the main government web site. But there are lessons for all digital organisations. If a big government web site can build user needs and data into the culture, so can others.

PERSONALITY, RISK, AND CONFLICT IN THE CONTEXT OF ANALYTICS

Michael Helbling / Analytics Practice Lead, Search Discovery - Atlanta, USA

WHAT IS POSSIBLE WITH DATA & MACHINE LEARNING IN 2017?

Tahir Fayyaz / Google Cloud Platform Team specialising in Data & Machine Learning, BigQuery expert - Google, UK

The advancements in data and machine learning have resulted in some fascinating results. We will explore some exciting recent projects that are using Google Cloud and the open source library TensorFlow with the aim to inspire you to build things you may have thought were not possible.

REINFORCEMENT LEARNING: SEQUENTIAL DECISIONS AS A UNIFIED VIEW TO CONVERSION OPTIMIZATION

Matt Gershoff / Conductrics, New York - USA

Matt will argue that Optimization can be, and perhaps should be, framed as a sequential decision problem. Viewing optimization this way will let us unify Testing, Targeting, and even Attribution, as interrelated subtasks. Matt will then introduce Reinforcement Learning, a method from the field of Artificial Intelligence, as a general approach to find optimal policies over multi-touch problems. Note: This talk will be mostly conceptual. I will however provide a list of resource for those interested in learning more. If you are looking for a 'three practical skills to bring back to the office on Monday' talk, you may want to skip.

ESSENTIAL ANALYTICS TO DRIVE OPTIMIZATION & PERSONALIZATION

Krista Seiden / Google Analytics - San Francisco, USA

Getting the most out of your optimization efforts means understanding the data you’re collecting, from analytics implementation, to report setup, to analysis techniques. Using that data to drive your Optimization, and eventually Personalization efforts, will help you to get the most out of your marketing dollars. In this session, Krista will give you several tips for using your analytics data to identify more opportunities, prioritize your efforts, and begin to personalize your user experience.

Turn to the speakers! HIGH-END MEASUREMENT TECHNOLOGIES AND CUSTOMIZATION

Stéphane Hamel (_____________)

Doug Hall (ConversionWorks)

Mark Edmondson (IIH Nordic)

Viktor Tarnavski (Yandex Metrica)

SHOULD YOU BE WIDENING?

Zorin Radovančević / Escape - Osijek, Croatia

Do you want your sister / brother marketeers worshiping your every single tag, email, insight? Well then widening may not be the answer to that but it is most certainly a step in the right direction. Regardless of the industry vertical there will always be a need to add more and more context. The widening procedure may be considered, and usually is, as a pure technical nuisance yet the benefits, if done properly, are enormous. Help your colleagues report faster, understand better and act with this easy to digest data.

LET YOUR DATA SPEAK: HOW TO INTERPRET DATA?

Mariia Bocheva / OWOX - Ukraine

The market is changing rapidly and old approaches are losing their effectiveness. It becomes essential to determine any changes in a timely manner and establish the new direction for the efforts. Based on historical data, the value of which is not always immediately obvious, you can observe what is changing in the behavior of your users. Decision makers have little time and lots of data to work with. I'll show how you can get your questions answered on the basis of complete data, without asking for data analysts' help.

Viktor Tarnavski / Yandex Metrica, Russia

FIRESIDE STAND-UP: THE TRUTH OF GOOGLE ANALYTICS NOBODY TOLD YOU

Miroslav Varga / Escape, Croatia

Miroslav will present Analytics from a completely different perspective. Some things he will reveal about the life and job of an Analytics / data expert will be painful, honest, interesting and most of all, funny. After his Stand-up, you will look at attribution, data collection and Analytics dimensions / metrics, from a new point of view. Please, don't expect everything will be 100% accurate - after all, it's a stand-up.

You're welcome to participate, comment, share, remember or repeat anything from his presentation. But please, never - ever mention the source :)

TIME TO RETHINK: RADICAL ANALYTICS

Stéphane Hamel / ________________

Let's be blunt: the way most practitioners and consultants approach digital analytics is defunct and in need of a radical overhaul. We were expected to dive in the depth of an ocean of data and find the "precious"? - the one and unique golden nugget of wisdom that would transform the organization. We've been told to "get executive sponsorship" and our goal should be to get a seat at the "grown up" table of management. In a nice echo chamber marketers despised IT and gave themselves pat on the back reinforcing the idea they were destined to become the CTOs, CMOs and CEOs of the future. Seriously? How is it going for you?

OPTIMIZING CAMPAIGNS AND INVENTORY: ADVENTURES OF THE EEEO INSIDE AN EEEO

Robert Petković / AGROKOR, Croatia

Enhanced Ecommerce introduced some new metrics that explain user behavior – something Google Analytics should be used for. Robert, a corporate web analyst or the EEEO (Enhanced Ecommerce Executive Officer) will show us how he uses Cart-to-Detail Rate, Buy-to-Detail Rate and some calculated metrics for better campaign as well as warehouse planning in the EEEO (Enhanced Ecommerce Enabled Organization).

TRIPLE "A" ANALYTICS - TURNING ANALYSIS INTO ACTION WITH APIS

Mark Edmondson & Peter Meyer / IIH Nordic - Copenhagen, Denmark

A lot of APIs - both free and paid - can be used to enrich data tracked in web analytics products and this could also include your own created internal APIs to access relevant data, reacting to realtime interactions of your users as they browse. This session dives into some practical examples of doing just that, using R and tag management systems in connection with generally used web technologies.

MEASUREMENT OF HYBRID APPS

Doug Hall / ConversionWorks, UK

Correct and accurate measurement of a hybrid app with GA is hard. The Native app outer can be measured in GA using app measurement and the mobile web content can be measured using normal universal analytics GA. The problem is that you can't tell where hybrid app users came from in the mobile web GA - there is no useable traffic source. You can't measure the app and web in the same property but you have hybrid app mobile web and pure mobile web in the mobile web property. This sounds like a complex mess and it is but we've solved it and we'll explain how with a real live demo and technical walk through with Q & A.

A BETTER WAY TO MANAGE ONLINE MARKETING CAMPAIGNS IN A DIGITAL ERA

Nick Tulpinck / BossData, Belgium

If you burned all of the data created in just one day on DVDs, you could stack them on top of each other and reach the moon - twice. Today, we manage to solve the most complex issues. Yet, with that much data to handle, we sometimes forget to solve everyday concepts. Measuring the actual profitability of your digital marketing campaigns - in real time - is one of them.

As a digital marketer, we often proclaim that we are miles ahead of traditional marketers. Why? Because we can actually measure the economic value of our efforts. However, 99% of digital marketers omit to actually measure profit, instead of revenue. Not in retrospect with your accountant, but right in your analytics tool.

After this session, we’ll be one step - maybe two - closer to solving this problem. An example of some Measurement Protocol Magic.

Turn to the speakers! WE THE INDUSTRY AND THE ECOSYSTEM

Stéphane Hamel (_______________)

Petri Mertanen (Annalect Finland)

Tim Wilson (Analytics Demystified)