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.

DEPLOYING ANALYTICS AT SCALE

Julien Coquet + Chris Martin, Ahmed Tarek M. / Media.Monks - Montélimar, France

So you've got analytics working but you need to grow your data collection to other websites, other markets, other apps? In this presentation, Julien and the Media.Monks data team share best practices and solutions that were used (and often custom built!) to achieve at-scale deployment of data collection across thousands of websites and apps.

This talk will also touch on cultural and corporate aspects of large-scale data collection that are facilitated by modern analytics platforms equipped with flat data models.

HOW THE WAR AFFECTS THE COMPOSITION AND HABITS OF THE INTERNET AUDIENCE: UKRAINE EXPERIENCE

Oleksii Liakh / newage - Kyiv, Ukraine

Every year, the newage. agency conducts a meta-study on the behavior of Ukrainians on the Internet. Specialists collect and check all available data: number of users, popular sites and applications, trends in content consumption, trends among advertisers, etc. This year, the traditional local study turned into a study on the impact of war.

As you'll hear in the presentation, we've found that the digital landscape in Ukraine has changed significantly. There has been a shift in the way Ukrainians use digital devices and platforms, and a corresponding change in buyer behavior and the advertising market. However, Ukraine looks very good on the digital landscape of Europe and the world.

You can use this knowledge to evaluate crisis situations and prepare for them, to predict possible behavior patterns and to be ready for the arrival of any "black swans".

CREATIVE DESTRUCTION & PRIVACY WHITEWASHING: WHERE DOES RISK LIE?

Aurélie Pols / Aurelie Pols and Associates - Madrid, Spain

Almost 5 years into GDPR enforcement, the courts and the supervisory authorities have peddled through quite some decisions and more are expected while this description is being written.

More importantly, privacy legislations globally continue to evolve, some at state levels while entire continents are taking a stance, enclosing positions on Competition, obligations for Platforms, also called Gatekeepers, and uses of ADM, ML or even AI. This presentation will highlight where risks lie for your company and what compliance should start to look like moving forward.

MARKETING ANALYTICS VS. PRODUCT ANALYTICS

Adam Greco / Amplitude - Chicago (IL), USA

Marketing teams need analytics. Product teams need analytics. There are marketing analytics vendors like Google Analytics and Adobe Analytics. There are product analytics vendors like Amplitude and Mixpanel. But what are the real differences between marketing and product analytics? Do organizations need different teams for each? Should organizations use both types of tools? Will one replace the other or will these disciplines converge?

WE DON'T NEED ALL YOUR DATA. NEITHER DO YOU.

Karolina Wrzask / Google - Lodz, Poland

While the subject of privacy has been around for a while, the good old "collect it all" approach is doing better than ever. With pressing expectations to start leveraging GA4 data, customers realized that information comes at a cost. The more data, the higher the cost.

Karolina will explain why it makes sense to reduce data, improve control of what's collected and how to optimize the cost for using data.

MEASURING THE VALUE OF ANALYTICS

Ibrahim Elawadi / Philips - Amsterdam, Netherlands

With the current economic challenges, layoffs and budget cuts proofing the value of analytics and making the case of how it could be used to bring value to organizations is of an increasing importance. In this talk Ibrahim will cover this topic and will suggest a framework and ways of working to proof and communicate that value.

THINGS TO CONSIDER BEFORE ONBOARDING A NEW MODERN DATA STACK SOLUTION

Yuliia Tkachova / Masthead Data - Toronto, Canada

Yuliia will explore certain aspects that are sometimes get overlooked in data engineering when onboarding a new tool. A new tool that promises a high ROI, saves time may provide those benefits - still, it is important to be aware all the unintended negative consequences.

In this talk, Yuliia will emphasize the importance of thoroughly reviewing the hidden aspects and patterns of various data tools before implementing them; avoiding unwanted surprises.

FINDING THE NEW WILD WEST OF ANALYTICS

Jim Gordon / Search Discovery - Atlanta (GA), USA

Over the past 2 decades, Jim has watched the industry take on many different forms, maturing from the lawless wild west of the digital industry to an increasingly-regulated establishment. This departure from the lawless world of analytics has left some of us looking for new, exciting frontiers. Jim will share his perspective on where we might find it.

FIRESIDE PUB QUIZ WITH MATT GERSHOFF

Matt Gershoff / Conductrics - Austin (TX), USA

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

OUTSIDE THE BOX ANALYTICS

John Lovett, James Corr / Seer Interactive - Duxbury (MA), USA

When most Marketers think of Analytics, they think of clickstream data… the clicks, visits, views and hopefully the conversions. But Analytics is so much more than that. Analytics is applying your brain for discovery, interpretation, and communication of meaningful patterns in data.

So, why do we lock most of our Analytics data within siloed tools that fail to empower effective decision making? In this session, John Lovett and James Corr of Seer Interactive will introduce a new paradigm for Analytics.

They will share how purposefully integrating data from multiple sources to build flexible, scalable, data products is the first step to set your data free. Once you’ve freed your data, then you can begin to analyze patterns that reveal the performance of your marketing. Now imagine taking that one step further and applying your desired outcomes to Analytics applications that use curated data to answer your organizations’ burning marketing questions.

The end result is an outside the box Analytics solution that not only empowers decision making, but allows you to take action. Join us to learn how to activate Outside the Box Analytics at your organization.

REVERSE ENGINEERING DIGITAL ANALYTICS OF THE FUTURE

Astrid Illum / DFDS A/S - Copenhagen, Denmark

In the past, digital analytics experienced a boom with the emergence of tag management systems. These tools allowed marketers to quickly and easily implement tracking and marketing tags without relying on web developers, improving speed and agility for those eager to take advantage of new opportunities. And we all know how eager marketers are.

The driving force behind all of this activity was the abundance of data available from various sources. What data? Who knew – whatever any given player could get their hands on. But the flow of data is ebbing out, and the tactics it made viable are losing strength. And as we continue to pursue the immediate, smaller (and diminishing) gains through tried-and-true digital analytics techniques, we risk missing out on greater long-term potential.

Instead let’s have a think on what future we want. By reverse engineering our way from that ideal state to the present, we can determine the steps needed to achieve it. I'll share three lab experiments with you, so bring your safety goggles and buckle up.

HOW TO PREPARE FOR THE UPCOMING CHANGES IN DIGITAL ANALYTICS

Maciej Zawadziński / Piwik PRO - Wroclaw, Poland

Shifts in technology and the rise of privacy laws are reshaping the industry, bringing the uncertainty to analytics professionals' work. And the most significant changes are still ahead of us.

How will working with data evolve in the upcoming years? What new tools and mindsets will emerge? How will AI affect data reliability? Where will Big Tech solutions fit in the more privacy-focused world?

By delivering answers to the most pressing questions, Maciej hopes to paint a clearer picture of the direction our industry is heading in. He’ll also give some advice on future-proofing the data strategies so that digital analysts might have some good night's sleep.

DATA MORGANA - MENTAL PATTERNS, WISHFUL THINKING AND OTHER ACCIDENTS IN DIGITAL ANALYTICS

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

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.

But sometimes this focus on facts gets sidetracked by ambitions, good intentions or plain old sabotage into a magnificent serving of accidental self deception, where we think we are doing the good job, but we have actually and most often unknowingly gone down the dark side. We basically end up creating facts which are not there.

This session shares real world examples of this and gives an operational overview, so you can check for yourself, if, where and how far you have strayed from the path, so you can adjust and get back on track.

GOOGLE ADS 2023 AND BEYOND WITH A LITTLE HELP FROM MY NOT SO LITTLE SAAS ML

Zorin Radovančević / Escape - Osijek, Croatia

Some would say Google Ads is becoming more and more a self serving / learning channel able to do it all, almost all. Still, there are numerous data points and activation possibilities just ready and waiting on the business side of things. So this would be a story on which of these points can and should be used in our optimization efforts together with some useful examples and caveats using an ML SaaS platform even if not in the hands of a data scientist - or is it just too dangerous?

BEYOND AB TESTING: RETHINKING TOOLS FOR CUSTOMER INSIGHTS AND ACTION

Matt Gershoff / Conductrics - Austin (TX), USA

As analysts, it can be easy for us to lose the forest from the trees. By focusing primarily on technology, or analytical methods, we can lose sight of our ultimate objective which is to satisfy the wants and needs of our customers.

Even Amazon, the go to example of company success via analytics and technology, is, according to Jeff Bezos, successful in the long term, not by being a technology focused company, but being an obsessively customer focused one. Similarly, Danny Meyer (founder of Union Square hospitality group, Shake Shake, and author of Setting the Table) is guided by his similar concept of Enlightened Hospitality. As he puts it "the service is the technical delivery of a product. Hospitality is how the delivery of that product makes its recipient feel."

Because digital analytics tends to only have access to transactional data, our scope tends to be limited to improving the short term experience - the technical delivery of our service.

Matt will review how they at Conductrics expanded their vision of customer experience optimization to include tools for direct customer feedback in order to help our clients both improve service and discover and improve on how they are making their customers feel about them.

VENDOR WARS - LET'S DISCUSS

Krista Seiden (KS Digital - San Francisco, USA), Maciej Zawadziński (Piwik PRO - Wroclaw, Poland), Adam Greco (Amplitude - Chicago (IL), USA), Lukas Oldenburg (dim28.ch - Zurich, Switzerland), David Hermann (Digitec Galaxus AG - Zurich, Switzerland), mod.: Tim Wilson (Analytics Power Hour - Columbus (OH), USA)

Every analyst has their favorite analytics toolset. They may use many, or may only know one platform inside and out. In this panel we'll dive into the pros and cons of the biggest analytics platforms out there and have a healthy debate over where the future of the analytics industry will go.

INNOVATIONS IN DATA SCIENCE

Kris Ewald / Senius - Zug, Switzerland

Kris Ewald will give you an overview of Innovations in Data Science you should be aware of. If data driven insights are key to competitiveness, you need to keep innovating on how you Collect, Manage and Challenge data. With plenty of other talks about very specific tools and data analytics frameworks, this talk will instead aim to inspire you to apply new approaches to your data science - it'll give you a list of topics you should care about and pay attention to. Expect to hear about Zero-knowledge proofs, Homomorphic encryption, DAGs, and Blockchain and data as value objects.

This talk is non-technical, aims to be inspirational, and will try to provoke experimentation and audience feedback

THE BLACK HAT ANALYST: EXPLOITING THE VULNERABILITIES IN YOUR ANALYTICS PIPELINE

Dumky de Wilde / Xebia (GoDataDriven) - Amsterdam, Netherlands

As analysts we are well aware of the legal and moral boundaries that come with handling delicate data. But imagine for a moment that behind a desk at your competitor's office was an analyst unbothered by those boundaries. His only goal is to get a competitive advantage by exploiting the weak points in your analytics pipeline. He wants you to waste as much time, money and credibility while you deal with polluted source data, spam, data breaches and legal DDoS attacks.

This session will explore (web) analytics setups from the perspective of a Black Hat Analyst and who knows, it might just give you the edge to ward off an attack on your analytics pipeline.

LIFETIME VALUE, COST PER ACQUISITION - THE ACTUAL DATA, NOT WHAT ADVERTISING NETWORKS TELL YOU

Russell McAthy / Ringside Data - London, UK

In this talk Russell will show how the cost to acquire a conversion changes over time. This will be based on when customers were originally acquired, what they bought and much more.

We will also go through how this impacts the logic used to calculate lifetime revenue and lifetime acquisition costs (which combine to form lifetime value). We will look at the data the advertising platforms provide and how they can be used to better understand what is actually going on when customers get involved.

Who knew we couldn't trust the advertising networks "truth" ... we all did surely?

FIRESIDE WITH VLAD FLAKS AND ILYA CHUKHLYAEV: «AFTER ANALYTICS» NIGHT

Vlad Flaks / OWOX - Dnipro, Ukraine
Ilya Chukhlyaev / OWOX - Malaga, Spain

A delightful way to gather and continue socializing: competitive team challenges and prizes that will give you a short break from analytical topics.

FINDING PURPOSE IN YOUR DATA - FACT CHECK YOUR ANALYTICS

Doug Hall / Media.Monks - Windsor, UK

I'll discuss why, and how data makes me tick. I've been doing work with data for decades but it's more exciting now than ever. Why do I get nerdy excitement from data? Because of my personal data, because data fuels change, because data is used for good. I'm immersed in data that has purpose on a daily basis.

Can you distinguish between data that has purpose and data that fuels vanity? Can you tell when data is for activation and when it's for reporting? Which data gets you promoted and which data gets you bogged down? A click bait teaser - you already know the answer...

WHAT IS CONVERSION MODELLING AND WHY YOU SHOULD START USING IT TODAY

Ben Ó Mathúin / SegmentStream - Dublin, Ireland

Cross-device and cross-browser user journeys, cookie tracking restrictions, and shrinking of the attribution windows inside the ad platforms, - are several of many reasons why knowing the user's complete path to conversion is no longer possible.

Due to this problem, up to 90% of website conversions are not attributed to the initial traffic source. This way, even the most sophisticated data-driven attribution models will always undervalue opening channels and overvalue closing channels. Marketers that rely on such tools, will continue making wrong budget allocation decisions and struggle to achieve the optimal marketing mix with the highest total ROAS.

Ben calls that we should face it - marketing attribution is dead!

Nevertheless, ad platforms are still relying on attribution and therefore are unable to deliver desired results due to incomplete feedback about the true value of each paid click.

Ben and his team spent the last several years working on a solution to solve these analytics and advertising optimisation challenges. During this session, he will highlight what they were lucky to achieve and share some great results with brands such as L'Oréal and others.

FIGHT THE BOT - ANALYZE. SUFFER. EXCLUDE. PREVENT.

Lukas Oldenburg / dim28.ch - Zurich, Switzerland
David Hermann / Digitec Galaxus AG - Zurich, Switzerland

Web bots have been around for decades, but the volume of bot traffic has increased massively. So has the complexity of bot filtering. While the bots have become way better, bot filtering solutions haven’t – especially in common analytics tools. Even IT security teams are usually not handling the problem properly.

We have seen cases where over 40% of website traffic was non-human. The problem gets surprisingly little attention in the analytics scene, besides many calls for help in Measure Slack from analysts who struggle with bots ruining their data.

We review why common approaches (including popular bot management solutions) are not enough for the needs of Digital Analysts. Finally, we discuss some battle-tested hands-on approaches and ask: Isn’t it enough if we have only the data that is surely human?

THINGS I’VE LEARNED ABOUT MEASUREMENT DURING 3 YEARS AT GOOGLE

Mariia Bocheva / Google - Dublin, Ireland

Mariia had worked with different companies: big & small, those who do everything in-house and those who hire agencies and partners for every little thing, those who are just entering the market as well as those, who shape & lead the market.

However most of them had one thing in common - overenginnering media effectiveness measurement & underestimating the influence it can have on their growth.

During this talk, Mariia will show you what the measurement landscape looks like, what most of the companies get wrong and how you can get media effectiveness measurement right.

NEED MORE INPUT! JOHNNY 5'S TECH STACK BLUEPRINT FOR SUCCESS

Dan McGaw / McGaw.io - Orlando (FL), USA

Join us for a deep dive into the analytics and marketing tech stack of the future! Drawing inspiration from the lovable robot Johnny 5 in the classic film Short Circuit, we'll explore the critical role that data (aka input) plays in driving marketing and analytics success. Discover how innovative tools like customer data platforms and reverse ETL platforms are revolutionizing the way we build and improve our analytics infrastructure and tech stacks. Learn how to stay ahead of the curve in a much more data-driven world and discover how to make use of the power of more input for your own organization!

DON’T LET YOURSELF BE DUPED BY DATA

Vlad Flaks / OWOX - Dnipro, Ukraine

Nowadays, the amount of data surrounding us is bigger than ever before. But does it improve our day-to-day decision-making? Have we learned to get value from accumulated data? The hard truth is that even analytically skilled people fail in their decision-making once it challenges their core beliefs. In my talk, I will share my favorite cases when people fail with data. Do you think it is not about you? Join my session and see for yourself!

For those who love math models, I also prove with the SaaS unit economy model why nothing is more important for humanity than transmitting knowledge from generation to generation without churn.

HELP ME HELP YOU: THE ART OF SOLVING PROBLEMS

Simo Ahava / Simmer - Helsinki, Finland

In this hopefully relatable but definitely actionable talk, Simo taps into his 10+ years of experience in helping others find solutions to their problems in open communities like product support forums, blog comment areas, and Measure Slack.

There’s a reason why Simo spends so much of his time in these communities, patiently answering questions and helping the person with the problem arrive at the solution by themselves. It’s not just about helping others, it’s also about helping yourself become an even better professional in your field.

Simo will share tips for solving digital analytics problems, for interacting with others in the community, for asking the right questions, and for justifying why it’s important to put time aside for this type of work, even if there are a million other more interesting things that would love the benefit of your attention.

DATA MESH & LAKE HOUSE: THE MODERN DATA STACK

Troy Gatchell / HCL Software - San Luis Obispo (CA), USA

This session will cover a modern data stack approach that drives analytics, feature engineering, and dashboards across the enterprise. It will showcase real time streaming capabilities, data lakes, decentralized vs. centralized warehousing, and feature store architecture. The solution provides sub second latency to data and scales to billions of transactions a day.

NO 3RD PARTIES ALLOWED: HOW TO BUILD A FULLY FIRST ANALYTICS PARTY STACK FOR A PRIVACY CONSCIOUS WORLD

Andrew Seipp / McGaw.io - Lisbon, Portugal

In the age of GDPR, CCPA, and HIPAA along with the widespread proliferation of ad blockers and Apple’s ITP, it’s never been harder to measure the effectiveness of your digital marketing efforts while protecting your customers' data.

In this session, Andrew will talk about how to build a fully first-party marketing stack that keeps all of your customer data safe and secure in your own walled garden while still measuring the effectiveness of your marketing efforts.

Annual Simolation

Fireside Simolation is a safe space for all participants to have a friendly discussion about all the things that bother, inspire, or preoccupy you in the digital analytics space.

Our topics can range from topical issues in our industry to career-defining decisions, from work-life balance to useful life hacks, and from data-related anxiety to innovations and revelations.

Participation in the discussion is not mandatory but very much encouraged. The session will be at the end of the day, so bring a beverage, grab some delicious Finnish chocolate from the table, and relax as your moderator and host Simo Ahava introduces the first topic of discussion.

TIME-SERIES ANALYSIS: IMPORTANT CONCEPTS, HANDY TECHNIQUES, AND SOME CAUTIONARY TALES

Tim Wilson / Search Discovery - Columbus (OH), USA

Digital analytics data is almost exclusively data that exists over time. That is such an obvious fact that it's easy to blow right past some important considerations and techniques that are unique or (or, at least, present in) time-series data. Stationarity (and, often, the lack thereof) and seasonality (annual...and intra-week!) alone are important and intriguing considerations when it comes to time-series data. In this session, Tim will do a high-level review of some key concepts and some of his favorite techniques for responsibly working with time-series data.

HOW TO WIN AT THE GAME OF PRIVACY: RETHINKING OUR APPROACH TO DATA PROTECTION

Siobhan Solberg / Raze - Athens, Greece

Privacy can often feel like a game - one that is full of challenges and obstacles. From the constant struggle to understand and comply with complex privacy laws and regulations, to the seemingly endless stream of brickbats from DPOs and legal teams, it can be easy to see privacy as a barrier to growth and success.

But what if we changed our mindset and approach to privacy? What if we saw it not as a hindrance, but as a tool to improve and grow?

In this talk, we will challenge how our systems and mindset are in need for adjustment - not necessarily privacy (or maybe sometimes It is?).

LOOK BEYOND ANALYTICS TO GET INSIGHTS TO OPTIMIZE

Ton Wesseling / Online Dialogue - Utrecht, Netherlands

Every team wants to improve, optimize, reach goals, to grow. Every team also has a massive pile of ideas on what to work on next. Prioritization is the key to success, ensuring they work on stuff with a high chance of making an impact. As an analyst, you should deliver the insights that feed the prioritization. Did you know that analytics is just a tiny part of those insights? In this talk, I'll show you the best sources to analyze to develop insights that optimize your prioritization.

MANAGING DASHBOARDS AT SCALE WITH LOOKER STUDIO AND BIGQUERY

Ahmad Kanani / Siavak - Budapest, Hungary

In his talk, Ahmad is going to share the tools, solutions, and strategies he and his team developed in-house using Looker Studio, BigQuery and Google Cloud to be able to manage, maintain, and monitor data pipelines and dashboards for their clients efficiently and at scale.

ANIMALS AND AGENCIES - CHALLENGES AND OPPORTUNITIES FOR 2023

Fred Pike / Northwoods - Milwaukee (WI), USA

Hiring, salary adjustments, inflation, rate increases, crappy GA4 implementations - there's plenty for agencies to do, and worry about, in 2023. Let's look at some ways to survive and maybe even thrive in the new year - possibly with some guidance from the animal kingdom.

BUILDING THE CASE FOR DIGITAL ANALYTICS WITHIN AN ENTERPRISE

Lukáš Čech / Etnetera - Prague, Czech Republic

Even though the resources are always limited it might be tempting to focus on collecting data the right way instead of collecting the right data.

Lukas will share a structured approach to gather, understand and prioritize requirements for digital analytics projects for larger enterprises using Adobe Analytics, Piwik/Matomo, Snowplow, Exponea/Bloomreach, Meiro to just name a few they're having experience with.

DIGITAL ANALYTICS: WHO IS ACTUALLY DOING ANY DATA ANALYSIS?

Juliana Jackson / Media.Monks - Bucharest, Romania

After a decade of digital marketing, I've decided to transition into digital analytics in 2022 because I wanted to work even more with data to solve complex problems.

Little did I know when I started applying for jobs that the role of the digital analyst is often confused with the role of a Javascript developer, tracking specialist, data engineer, or tag implementation specialist.

Within some companies, the hiring process for a digital analyst role is broken. Who are companies trying to hire, a Digital Analyst with no coding experience or a developer that never worked in digital analytics before and has unproven business experience? What can possibly go wrong?

In my session we will explore how you one can prove the impact and value data has in an organization by addressing the elephant in the room: Context.

USING AN END-TO-END TESTING TOOL TO VALIDATE WEBSITE ANALYTICS IMPLEMENTATIONS

Peter Meyer / Aller Media - Copenhagen, Denmark

A lot of information has been shared about "normal" website user interface testing using Cypress, an end-to-end testing tool, but not so much about testing analytics implementations. You can set up tests of your website features, but also tests of how your tag management system, and added tags, are running on your web pages.

This is in no way a new feature since both Cypress and other end-to-end testing tools have been able to do this for quite some time. But surprisingly few companies seem to be testing their analytics implementation this way.

In this session, Peter will show you some examples of how you can start testing your Google Tag Manager and Google Analytics implementation using Cypress. For your further learning, Peter will also share resources for you to dive into at your own pace.

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 2023@superweek.hu!

FIRESIDE WITH KRIS EWALD: DATA AS VALUE OBJECTS - LET'S DISCUSS WHAT WE COULD DO...

OUR 2+ YEARS OF TROUBLED (BUT FULFILLING) ROMANCE WITH GA4: CASE STUDIES, LESSONS LEARNED, UPSIDES, DOWNSIDES, SERVERSIDES.

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

In August 2020 Matteo and Roberto met for the first time a fascinating creature with a cumbersome name: App + Web. It was not love at first sight. After all, they were already engaged in a longtime romance with Universal Analytics.

But after some initial misunderstandings, love eventually blossomed. Then the romance got challenging and troubled, due to prejudices, misunderstandings... and a guilty promiscuity with GA3.

At least till passionate hard work, some server-side magic and a lot of patience set things right again and eventually consecrated their union with GA4.

Following the likes of Harry and Meghan, Roberto and Matteo will share the details of 2+ years of real-world usage of GA4, with practical examples of lovely implementations, case studies, and lessons learned.

WHAT DO YOU MEAN WE HAVE TO MIGRATE 3.000+ EVENTS TO GA4?

Alejandro Zielinsky / HelloFresh - Berlin, Germany

GA4 brought an insane amount of work to anyone using Universal Analytics currently. HelloFresh decided to clean up its implementation and do things "out of the box".

We will go through the "5 stages of grief" and learn about the challenges we face with GA4, our approach to the account structure, usage of the dataLayer and custom tag templates in GTM.

ANALYTICS ROADMAP FOR DIGITAL ADS

Kamal Allazov / Adsnerd - Baku, Azerbaijan

Kamal will share his experiences in entering new competitive markets & global best practices.

Growth strategies for e-businesses require a well-established analytics foundation. The roadmap for this session will include what data to collect in each growth stage and what data do you need to integrate with ad platforms for better optimization.

HOW TO USE DATA ENRICHMENT TO GENERATE BETTER FIRST-PARTY DATA IN REAL-TIME

Thomas Tauchner / Jentis - Vienna, Austria

Server-side tracking has quickly become a crucial technology to improve data quality and compliance. Real-time data enrichment in a first-party context is the next step to unlocking its full potential. In his presentation, Thomas will share three real-world customer cases that demonstrate the benefits of data enrichment and why it is so important to enrich in real-time:

• Enrichment with additional customer segment data (customer scoring) for use with Facebook campaigns
• Page speed optimisation by enriching with product data instead of tracking it via the frontend
• Enrichment with weather data to optimise Adwords remarketing regarding tourism parameters

EXPLORING THE ENHANCED CAPABILITIES OF MEASUREMENT PROTOCOL

David Vallejo / San Sebastián, Spain

In this talk, we will delve into the features and capabilities of Google Analytics 4's measurement protocol. We will discuss its strengths and limitations, and explore how the client-side protocol can be used to bypass some of these limitations. Finally, we will present a real-world use case for the client-side protocol and demonstrate its potential benefits.

RANT WITH SAYF

Sayf Sharif / Media.Monks - Philadelphia (PA), USA

A panel (TBD) and freeform complaint session for the audience, where we rant and monologue about what's wrong with our industry today. This is a safe/sayf space for all curmudgeons to put aside the niceties, and receive validation for what irks them. Hosted by Sayf Sharif of Media.Monks, who is known far and wide for his unabashed rants, stern monologues, and general orneriness when people or things just don't do what they are supposed to do. Bring your angry opinions and/or popcorn.