🏆 THE XIII. GOLDEN PUNCHCARD PRIZE

The rules are simple: demonstrate a digital analytics solution, method, hack or piece of wizardry that goes way beyond the defaults. ⚡ Bring the weird stuff. 👀 The clever stuff. The stuff you'd think you probably shouldn’t have spent that much time building. 🤓 The audience decides who gets the true-to-scale Golden Punchcard.

Send your nomination to punchcard@superweek.hu 📩, even in the last minutes. ⏳

💫 #SPWK SPACEWALKS:
📸 TAKE YOUR OWN PHOTO

🔭 The 300/2265 Newton reflector in the proximity opens up a very-very different view of the winter sky.

Depending on the probably hectic atmospheric conditions, we may get close-up views of the 🌙 Moon’s craters 🌑, Jupiter and its cloud bands, the 🔴 Great Red Spot, 🪐 Saturn and its rings, or even Mars and its polar caps. And then we can go much further - out into the deep space to spot globular clusters like M13, the glowing structure of the Orion Nebula and distant galaxies such as the Whirlpool Galaxy. 🌌✨

Ibrahim Elawadi 🔭
Philips - Amsterdam, The Netherlands

Astrid Illum
TV 2 Danmark - Copenhagen, Denmark

Sayf Sharif
DataTrue - Philadelphia (PA), USA

PROVE IT: A FIELD GUIDE TO EVERYTHING THAT'S QUIETLY WRONG WITH YOUR DATA

Les murs ont des oreilles... the walls have ears. From Catherine de' Medici to European Black Chambers, four hundred year old Swedish shipwrecks, American Bootleggers, and an English antique dealer in Dorking, Surrey, UK. Privacy and good data have been quietly failing the people who trusted them for a very long time, long before anyone had heard of a website.

This talk walks through four categories of how your data and your privacy compliance actually break today, almost always invisibly, as well as presenting a framework to prove they haven't and keep them from doing so.

Ezequiel Boehler

Matt Gershoff

MONDAY EVENING FIRESIDE PUB QUIZ WITH CONDUCTRICS

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

Vlad Flaks
Toronto, Canada

Ilya Chuklyaev
Mijas, Spain

VIBE CODING NIGHT WITH OWOX 🧑‍💻✨

Join Ilya and Vlad on Tuesday evening for an evening of mind-bending vibe coding, data experiments and probably a few things nobody planned. 🚀

LONGER COFFEE BREAKS ☕

Damion Brown
Melbourne, Australia

THE BROKEN BUSINESS OF ANALYTICS CONSULTING

Analytics consultancies and agencies tend to be built by excellent practitioners: the technical work is strong, but the commercials and "business stuff" is often an afterthought. All too often, consultancies and agencies find their involvement with a client ends too soon, their engagements aren't consistent or profitable enough, and they're chasing flickers of pipeline, and being reactive without really having a plan for growth. That won't stay viable forever; as an industry, we can and must do better at the business of analytics consulting.

Damion's session looks at where consultants and agencies commonly get things wrong on their approach, their pricing, their messaging and the value they deliver to their clients. Drawing on his experiences of starting, scaling and selling the Australian analytics agency Data Runs Deep, Damion works through the structural reasons analytics is hard to sell profitably, the traps he fell into and that you don't need to, and how to think of your consultancy as more like a business.

Karolina Wrzask
Google - Lodz, Poland

Ezequiel Boehler
Conductrics - Buenos Aires, Argentina

Marie Fenner
Piano - London, UK

Stéphane Hamel
Immeria - Montréal (QC), Canada

WHAT TO HAVE HAPPENED BETWEEN WASP AND MANTIS? 20 YEARS OF TRACKING AND OTHER BAD IDEAS

20 years ago I created WASP, the very first tag auditing tool designed to reveal what analytics technologies were doing inside the web page. Back then some industry leaders thought web analytics was hard: tags were multiplying, implementations were messy and analysts needed a better way to understand what was happening under the hood.

Fast-forward twenty years. The humble tracker has evolved into an extraordinarily complex ecosystem of advertising platforms, consent systems, identity technologies, server side tracking, data layers, pixels, APIs, browser protections, privacy regulation and, increasingly AI.

So I visited WASP and MANTIS was born.

Looking at today's web through MANTIS feels strangely familiar. The technology has changed dramatically. Some of the problems haven't. And somewhere along the way, an industry built to understand what people did on websites became very good at following people around the internet.

This talk is a personal, technical and occasionally uncomfortable journey from WASP to MANTIS. We'll look at what actually changed, what didn't, what we fixed, what we made considerably worse, and what twenty years of tracking technology tells us about the future of digital analytics.

No vendor bashing. No privacy theatre. No AI-generated predictions about the future of analytics.

Just twenty years of evidence, a browser, and the few uncomfortable questions about the industry we helped build.

Vlad Flaks
OWOX - Toronto, Canada

AI ONTOLOGY

Not every color pattern on a Rubik's cube can be solved, and not every combination of words carries meaning, even when an LLM delivers it with total confidence. As the industry moves from AI that answers to AI that acts, that gap becomes a real business risk. Interest in ontology has skyrocketed over the past year for exactly this reason.

An ontology defines what exists in a domain, what each thing means, and how everything relates. It goes beyond a data model by representing data, logic, and actions together. That structure is what lets AI search, classify, connect, infer, and reason about your information reliably.

In this talk, Vlad walks you through the most promising ways to make your databases not just queryable, but meaningful from a business perspective. He has advocated ontology models in analytics since 2014 and holds a 2018 patent on implementing ontological models for natural language queries.

Fosca Fimiani
Multiminds - Aalst, Belgium

PROOF IT BEFORE YOU BUILD IT: A STATISTICAL METHOD TO ANALYSE DATA, SEARCHING FOR THE BEST FIT - THROUGH MCP, CLAUDE, AND MIXPANEL

A process tried and abandoned ten years ago with UA and Excel, too time-consuming. Today, picked back up as a proof of concept for something bigger: a data offload and warehouse, not something the client would agree to without proof the method worked.

The idea and the process, shown here to be replicated with any set of tools.

Matt Gershoff
Conductrics - Austin (TX), USA

Lukas Grebe
UNICEF - Remscheid, Germany

DAY ZERO: A BOOTSTRAP SYSTEM FOR ANALYTICS DOCUMENTATION & GOVERNANCE

Every new client, new employer, or new stack starts the same way: no measurement plan, no data dictionary, no naming conventions, and a tracking setup nobody can explain. Over the past decade — across agency, in-house, and freelance work — I've refined a bootstrap system for fixing that in the first weeks, before the first "why don't these numbers match?" lands.

This session walks through the actual kit: what I set up on day zero, in what order, what earns its place and what I've learned to skip. The spine is the Analytics Topic Pyramid — Define, Capture, Report, Analyze, Test, Predict — with documentation as the connective tissue between layers.

One useful side effect: if you write this documentation in structured markdown, it's natively readable by AI. Governance done properly a decade ago turns out to be retroactively AI-ready.

Ivan Burban
Coupler.io - Krakow, Poland

THE ANALYTICS SYSTEM THAT DOESN’T LIE TO YOU

Those who implemented AI in analytics workflows faced common issues with accuracy and trust. In this session, Ivan will explore how the Coupler.io team resolved these challenges and turned interactions with AI into a proven approach. Ivan will discuss the role of the Analytical Engine, the lifecycle of BI and AI solutions, what the context layer must include, and how to compile these elements into a system for business decisions, for both internal and client needs.

Dan Truman

Doug Hall
Duga Digital - Casefabre, France

WE BROKE GOOGLE'S NEW API SO YOU DON'T HAVE TO

[This talk will be a 2 person tag team cabaret by Dan and Doug.]

In this session, we invite all walks of life, every level of technical expertise is welcome, from those only fluent in corp-speak, to hard-core, dark mode Omarchy pioneers. We'll explain how we developed something quite special with the Data Manager API - we're handling online, offline, lead gen, soft and hard conversions with attribution capabilities never before seen.

And it's been quite a journey.

Doug will present the technicalities, Dan will provide the human readable version. This is important as everyone needs to understand the impact, the how, and the why. In doing so, we want to show how Duga works, how we vibe, how we work to each other's strengths.

It'll be a laugh riot - see you there.

Anna Bettina Kiss
TESCO - London, UK

IT'S THE PROCESS: HOW FIXING BROKEN WORKFLOWS TURNED ANALYTICS FROM REPORTING INTO REAL BUSINESS IMPACT

In this practical case study from Tesco, Anna shows how the real bottleneck isn’t data quality or tools, but broken processes between analytics, product, and engineering and how consistent workflows, clear ownership, and better prioritisation unlocked faster delivery and better impact.

Most data problems aren’t really data problems - they’re process problems. Analytics teams often feel stuck - slow delivery, unreliable data, and insights that go nowhere.

If your team produces great insights but struggles to get them acted on, this session will help you identify what’s truly holding you back, and how to fix it.

Denis Golubovskyi
Stape.io - Kyiv, Ukraine

Juliana Jackson
Jellyfish - Malmo, Sweden

CREATIVE EFFECTIVENESS ON YOUTUBE: WHAT I'VE LEARNED FROM TESTING HUNDREDS OF ASSETS

Last year at Superweek, I showed you the mechanics of turning creative assets into numbers.

This year, I'm putting that to work on the platform where it matters most. YouTube.

Google's ABCDs (Attention, Branding, Direction, Connection) turn 10 in 2027, and a lot has changed since they were written.

Demand gen thinking has spread into every format, the best ads now function as answers rather than interruptions, and YouTube has evolved from a viewing destination into a genuine cultural force, pulling audiences from passive scrolling into participation and eventually into full permeation. The path from curiosity to checkout has never been shorter or more competitive than it is today.

In this talk, I will show you what I've learned from testing 100+ assets from 15 world renowned brands, across 5 industries.

You will find out which ABCD elements still move the needle and which are now table stakes, how to move an audience from content into commerce, how to read asset contribution data in a way that leads to real decisions, and how to write a brief that translates performance signals into creative direction a team can actually execute.

Julien Coquet
Montélimar, France

ANALYTICS AS CODE: WHY YOUR DATA GOVERNANCE BELONGS IN GIT

We treat infrastructure as code. We use Git for everything. But analytics strategy? Still living in Slack threads and outdated spreadsheets or Google Docs.

This talk shows why your tracking plan belongs in Git: version controlled, reviewable, and traceable. Using a YAML-based governance approach, we'll walk through a practical framework for treating analytics like the infrastructure it is.

During this presentation, Julien Coquet will show you how to:

• Document your tracking plan as YAML specs in a Git repository
• Use pull requests to review and approve analytics changes before they go live
• Automate validation so GA4 reality stays aligned with your documented strategy
• Build an audit trail that answers "who changed what, and when?"
• Scale this methodology across GA4, Matomo, Piano, Piwik Pro, PostHog, Snowplow, and other platforms

Steen Rasmussen
Steen.fyi - Copenhagen, Denmark