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.

THIS IS YOUR 18 MONTH ANALYTICS ROADMAP

Doug Hall - Media.Monks - Windsor, UK

• Foundation: Consent, privacy, strategic alignment of business goals and data collection
• Collection: GA4
• Activation: ML workloads - prediction, classification, ID resolution post 3P cookies
• Automation: PII detection, smart bidding

Why? What's new here? What's the innovation?

This isn't just any old roadmap. Covering 4 discrete areas Doug will share with you the inside track on how Media.Monks is scaling their data capability across 6000 Media.Monks globally.

Productisation and standardisation based around a discrete well defined set of use cases.

THE DIGITAL EXPERIENCE - BETWEEN BLINDFOLDS AND OMNISCIENCE

Astrid Illum / DFDS A/S - Copenhagen, Denmark

Digital services, websites, apps and the like have come a long way in making the digital customer experience more relevant and usable. Tomorrow we could have not only "Personalized offers for you" or "Because you watched…", but interactions that approach human interaction standards.

Add to this that our patience with dumb digital experiences is dropping by the day rather than the decade – we want easy, fast and relevant experiences and we want them now. At the same time many if not most of us vacillate between paranoia and total laissez-faire when it comes to sharing data about us – giving and withholding data in a seemingly random pattern. So how do we manage the two wildly different scenarios we face when a user interfaces with our digital experience - between being blindfolded and omniscient? Join me for an attempt to answer this question.

ANALYZING EXPERIMENTS AT SCALE

Ashit Kumar / Spotify - Stockholm, Sweden

Experimentation analysis can take days if not weeks to be thoughtfully analyzed, which can either reduce your team's throughput or may reduce your organization's capability to make decisions based upon tested learnings without them becoming irrelevant. More often than not teams are not well equipped with multiple analysts and data scientists, so scaling the experimentation program is capped by their throughput.

This session will take an in depth look at this problem and share some secret sauce as to how we have tried to tackle this problem without compromising on quality or scaling up headcount.

AB TESTING: CAUSE, EFFECT AND UNCERTAINTY

Matt Gershoff / Conductrics - Austin (TX), USA

We will discuss why AB Testing, and analytics more generally, always involves uncertainty. We will then briefly discuss the causal inference problem, and how AB Tests are one of the main ways to help solve these problems. In the course of the talk we will briefly touch on types of reasoning, the importance of assignment, and the logic of p-values.

DIGITAL BUSINESS INTELLIGENCE: EVOLUTION AND MATURITY OF DIGITAL COMMERCE

Ivan Rečević / Basel, Switzerland

Since the dawn of digital analytics, commerce activities have been defined with eCommerce metrics and tracking. This approach was described and accepted as a de-facto standard, as no better integration and commerce model was offered. With technology advancements and the evolution of purchasing behavior, commerce activities are becoming more dominant. It is time to reformat or redesign the data and start talking to businesses with a different narrative.

HOW DATA ANALYSTS CAN EARN MORE

Ilya Chukhlyaev / OWOX - Moscow, Russia

Analysts' salary is definitely lower than software engineers on average based on Glassdoors data. I believe it is not about skills, but about the lifetime value of analysts' work versus engineers'. I am going to prove this statement with data and help data analysts make their work more valuable for decision makers. Or work less with the same outcome, up to you :)

FIRESIDE WITH KRIS EWALD

Kristoffer Ewald / Senius - Zug, Switzerland

Data Ownership: status and debate with guest opinions, Q&A.

MULTI-TOUCH ATTRIBUTION: FOUR DISTINCT APPROACHES AND THE TRADEOFFS (AND FALLACIES) THEREIN

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

Every marketer wants to accurately measure the impact of their advertising spend. And “digital” was supposed to make that really easy (especially for digital advertising). But, that promise has rarely been realized---it’s becoming increasingly difficult to track users across touchpoints, thanks to privacy regulations (GDPR, CCPA, etc.) and browser updates that block or aggressively expire cookies. In this session, we will review four different approaches to marketing attribution: heuristic modeling (first touch, last touch, linear, time decay, etc.), algorithmic modeling, media mix modeling (MMM), and randomized controlled trials (RCTs). As part of the review, we will venture lightly, but profoundly, into some foundational statistical concepts: we WILL use the terms 'counterfactual' and 'potential outcome,' and probably even 'unobserved heterogeneity!'

ADVOCATING SEARCH DATA

Daniel Waisberg / Google - Tel Aviv, Israel

In this presentation, Daniel will discuss two different aspects of his day-to-day work: making data available at scale & analyzing Google Search data. He'll show examples on how to build data products from conception to launch, and how to make sense of Search data through visualization cues.

IAB's TCF, from standard (?) to unlawful processing: who ends up with non-compliance risks?

Aurélie Pols / Aurelie Pols and Associates - Madrid, Spain

SOLID & DIGITAL TRACKING: HOW WILL SOLID DEFINE THE FUTURE OF OUR INDUSTRY?

Jente De Ridder / Stitchd - Antwerp, Belgium

Our industry is changing rapidly: tracking standards are under pressure, consumers are more privacy conscious and legislators are trying to regain control of big tech.

Solid offers an answer to all these challenges. It is a framework initiated by Tim Berners Lee, the inventor of the world wide web. And it is clear that this will be a game changer for how personal data will be handled in the future.

The question is how we as an industry will prepare ourselves for this and how we all can contribute to the adoption of this new standard?

THE IMPOSSIBLE MATCH: A PROVIDENTIAL DIGITAL ANALYTICS INTERVENTION FOR A SERIE A FOOTBALL TEAM (IN RECORD TIME AND WITHOUT ACCESS TO THE DASHBOARDS)

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

Is it possible to analyze and fix the e-commerce tracking of a top “Serie A” football team WITHOUT having any access to the Google Analytics and Tag Manager panels, WITHOUT collaboration from the developers, WITHOUT a brief from the former supplier, and with very little time available? Apparently, yes. Follow the running commentary of an incredible case history and the secrets of a providential intervention carried out at the very last moment, to understand the logic beneath it and be able to replicate it if needed.

VALUABLE, RARE, INIMITABLE AND NON-SUBSTITUTABLE (VRIN): CREATING STRATEGIC ASSETS TO GAIN SUSTAINABLE COMPETITIVE ADVANTAGE

Ahmad Kanani / Siavak - Budapest, Hungary

As data analysts, engineers, and data scientists, we’re usually so busy serving the clients that we forget to invest in building assets that can create competitive advantage and possibly a long-term source of revenue for the business.

In this presentation Ahmad will first explore different kinds of data-related assets you can invest in building for your company to create and sustain such competitive advantage or to generate ongoing revenue, and then we will review frameworks to identify and score such opportunities to decide, strategically, when to invest our resources and to create which assets.

FUTILITY, AND OTHER MARKETING ANALYTICS PROFESSIONAL'S FEELINGS RANKED

Neil Callanan / Grasp Metrics - New York, USA

We asked 1,000(ish) marketing analytics pros their feelings about their job and their frustrations. The data shows that data is low on their list of frustrations. Let's dive into what they said, and what they didn't.

Fireside with Matt Gershoff

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

THINGS I'VE LEARNED

Yehoshua Coren / Analytics Ninja - Jerusalem, Israel

One of the things that Yehoshua enjoys very much about Superweek is the opportunity to learn from so many different individuals. In this talk, Yehoshua will take the role of teacher and share with you a potpourri list of "Things He's Learned" that relate to data and analytics over the past two years. Ranging from strategy to tactics, technical to generalized, this presentation is sure to have at least 1 slide that is so amazing that the viral tweetstorm that will ensue might possibly crash the internet

ANALYTICS IN THE AGE OF THE MODERN DATA STACK

Ibrahim Elawadi / Greenpeace - Amsterdam, Netherlands

The pace of change in the analytics sector increased dramatically since 2012 with tons of new tools, paving the way to the birth of the Modern Data Stack. The rapid explosion of tools is met with a rapid explosion of restrictions, challenging the status quo of data collection, processing and storage. How does that reflect on Analytics and its future?

This session will explore the current landscape of what's defined as "Modern Data Stack", its implications on Analytics, anticipate direction of travel, and how we should prepare for it (maybe shape it?!).

DIGITAL MATURITY MODELS - AN JOURNEY DOWN THE RABBIT HOLE

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

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.

But with the growing speed of digital change the question opens whether it any longer makes sense talking about a unified global maturity model or we need to make the model more individual and dynamic.

This session will try to map the valuable elements and hopefully try sorting the good from the bad and share some insights on how to think digital and analytics maturity in a new action oriented setting.

MAXIMIZE YOUR USE OF GOOGLE ANALYTICS 4!

Krista Seiden Scheijbeler / KS Digital - San Francisco (CA), USA

Maybe you've been running Google Analytics 4, aka GA4, alongside Universal Analytics for a while now. Or maybe you haven't even started. Well, now is the time, because everything is about to change! GA4 is here and it's here to stay. In this session, Krista will walk you through the ins and outs of GA4 and show you some cool new things to help you maximize your use of Google Analytics.

SERVER-SIDE TAGGING: DATA QUALITY OR DATA QUANTITY?

Simo Ahava / Simmer - Helsinki, Finland

Simo explores the latest and greatest paradigm in Google's marketing stack: server-side tagging in Google Tag Manager. The benefits of moving data collection server-side are obvious – or are they? The same tools and mechanisms that help with data governance and oversight can be abused due to the opaqueness associated with moving data collections server-side. In this talk, Simo takes a honest look at just what problems server-side tagging seeks to address, and whether it actually manages to do what it’s set out to do.

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 [email protected]!

Fireside Simolation

Join Simo & friends at the fireside to discuss topics ranging from analytics to data engineering, from career advice to data-related life hacks, and anything and everything you can think of. Audience participation is (almost) mandatory.

HOW GOOGLE ANALYTICS WAS FOUND ILLEGAL IN AUSTRIA - AND WHY EUROPE WILL FOLLOW

Thomas Tauchner / JENTIS - Vienna, Austria

It was a big bang on social media when the Austrian data protection authority published its decision on Google Analytics, effectively declaring the current default implementation as non-compliant.

During his presentation, Thomas talks about why this decision is groundbreaking and will lead to a chain reaction, highlights its key points that every marketer and analyst should understand, and explains what needs to be changed technically to actually use Google Analytics in compliance with GDPR.

USING SMALL DATA TO IMPROVE YOUR RESULTS WITHOUT INCREASING YOUR BUDGET, BEING OVERWHELMED, OR COLLECTING MORE DATA

Jeff Sauer / Jeffalytics - Myrtle Beach (SC), USA

In this session, Jeff Sauer, founder of Data Driven U is going to show you how to improve your marketing results while collecting less data, focusing your efforts, and simply following proven plans that work!

Here are a few of the highlights Jeff will cover:

• How to use focused data collection to increase your results
• The 1-page tool that makes hitting your targets as easy as sticking to the plan
• Why if you’re letting vendors and platforms guide you, you’re stifling your growth
• Using SMALL data to scale as fast as you want to grow

SEM WARS AND THE PANDEMIC

Kamal Allazov / Onneks Lab - Baku, Azerbaijan

Many businesses recognized the effectiveness of organic and paid search engine traffic during the pandemic. Increased investment and effort during lockdowns resulted in a significantly competitive market.

How trends were and will be? Let's explore.

WHAT DATA ANALYSTS CAN LEARN FROM CLASSICAL MANDOLINISTS

Fred Pike / Northwoods - Milwaukee (WI), USA

Classical Mandolinists inhabit a fringe of the musical world. Grabbing techniques from different countries and traditions, and exploring related-but-not-central technologies, their journey offers some clues for success for digital analysts - who often inhabit their own fringe world!

BRIDGING DATA - FROM ANALYTICS TO BLOCKCHAIN

Kris Ewald / Senius - Zug, Switzerland

In this talk Kris Ewald, data analytics veteran will review the current status on analytics data vs blockchain data - pro et contra for each techstack, followup on the discussion from the fireside chat on data ownership and control, and how to turn data into quantifiable (value) objects.

This talk is non-technical, aims to be inspirational, and will try to provoke experimentation in this new field.

MESSAGE IN A BOTTLE - SENDING OUT A BOUNCE RATE (HOW TO SEND YOUR ANALYTICAL MESSAGE TO THE AUDIENCE)

Robert Petković / ProMediaGroup - Rijeka, Croatia

We often think Analysis is the final part of our craft, but we need to pass our insights and conclusions to the audience in order to become valuable. In this lecture Robert will give you some insights on how to turn data into words and how to tell a meaningful data story to people who are afraid of figures, charts and data in general.

DETECTING AND MANAGING FRAUD WITH ANALYTICS

Julien Coquet / Media.Monks - Montélimar, France

In this session, Julien Coquet discusses creative ways to deal with online fraud!

While consulting for a popular music streaming service, Julien and the team at Media.Monks discovered fishy behavior and decided to investigate and fight back against the evil streaming bots.

During the presentation, you will learn about investigating methods for fraud detection, confirmation and mitigation.

Tech stack: Google Analytics, Google Cloud Platform, SQL, R, Shiny

ACTIVE ROLE OF ANALYTICS IN AN ADVERTISING AGENCY - OR HOW GOOGLE ADS CAN RUN A BIT BETTER

Zorin Radovančević / Escape - Osijek, Croatia

How does an analyst help out or better say collaborate on client accounts making them more efficient? What kind of deliverable is expected and how it is utilized and later on automated so that it benefits the entire organization?

A case around developing key metrics, educating everyone, optimizing the ad spend and the whole transformative experience explained. The session will include both theory and technical details used throughout the process.

DECISIONS, DECISIONS, DECISIONS

Michael Helbling / Stacked Analytics - Atlanta (GA), USA

Quality, speed, and velocity are all things we would like to have around decision making. One of the big value propositions of analytics is support for decision making, automating decision making, and making decision making easier. Yet somehow in practice it is rare to find this happening in and around businesses today. In this talk we are going to dive into decisions in depth, talk about decision science a bit and some approaches to facilitate better decision making individually and corporately.

THE DATA MODEL STRATEGY: MAKE ANALYTICS WORK FOR YOUR BUSINESS, NOT THE OTHER WAY AROUND

Declan Owens / Piano - Bordeaux, France

All too often, both individuals and organizations hoard the most prized asset in the digital ecosystem: data. This has led to different types of data — such as those tied to ad revenue, subscriptions, content engagement and customer profiles — being kept in silos, to be managed via disparate point solutions. Operating in this way means businesses never get a comprehensive view of their customers, leading to missed opportunities to drive personalized experiences, increase revenues, boost retention and remain privacy-compliant.

Join this session to understand the importance of introducing a data model strategy into your organization to ensure you can leverage all the information flowing through your systems to achieve business goals. You’ll learn:

• The opportunities a unified data model strategy delivers
• How to build a unified data model for an organization
• The tools and tactics needed to effect organizational change

...AND DEBUGGING FOR ALL

David Vallejo / San Sebastián, Basque Country, Spain

In the last years working on an analytics implementation has become more and more complicated with lots of new frontend technologies and platforms that makes things harder to be checked.

During this session we will walk accross the different tools, methods and tips we can use to debug and improve our implementations.

CLOSING KEYNOTE

Julien Coquet / Media.Monks - Montélimar, France