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.

YOU WILL NEVER BE A DATA SCIENTIST, MY SON

Julien Coquet - Montélimar, France

Data science, machine learning and AI all require a specific background in mathematics that very few people in the industry possess. Julien Coquet looks back at a 20-year career in digital analytics and discusses why data science isn't for everyone and how to prepare for such a line of work.

POOR MAN'S PERSONALIZATION WITH THE GOOGLE MARKETING PLATFORM

Sayf Sharif / Seer Interactive - Philadelphia, USA

Have you ever been at a loud party, or a bar, and you suddenly pick out your name being said by your friend down the end of the bar? Your brain exists to find the signal in the noise and pluck out personalized experiences. It's rooted deep in our psychology, and our need for control and to reduce information overload, but at the core... it's just how our brains physically work. There are a number of (expensive) systems that can help you employ personalization on your website, but did you know you could use personalization techniques on your site essentially overnight using free tools, and get some pretty insane results? Using free Google Analytics and Google Tag Manager, we helped one client increase their conversion rate by 32X (from 1% to 32%) using free tools, without even having to go through their developers. We'll walk through why humans do the things we do, and then dig into how you too can employ a similar personalization scheme using tools within the Google Marketing Platform to hopefully get some similarly crazy results.

WHAT THE DATA ANALYST CAN LEARN FROM ENGINEERING

Moe Kiss / Canva - Sydney, Australia

In this session, Moe takes us through the evolving role of the analyst and what skills analysts need to be successful in the future. She shares her learnings from working closely with engineering practices and how these have improved the quality and reproducibility of her code. By the end of this session you'll understand why peer reviews, GitHub and the terminal are essential for your success.

A VISION FOR SUSTAINABLE ANALYTICS IMPLEMENTATIONS

Jente De Ridder / Stitchd - Belgium

Marketing automation, machine learning models, customer data platforms; at least one of these is included in your company’s ambitions for 2020. But is you analytics implementation prepared for it? Many companies struggle to implement ambitious data projects because of a lack of data standards and ownership, specialy in the digital analytics sphere.

In this session, Jente will share his vision on how to implement analytics in a sustainable and future-proof way. Laying the foundations for succesfull data projects and providing yourself with a more rewarding job as analyst.

APP + WEB: THE NEXT GENERATION OF GOOGLE ANALYTICS

Charles Farina / AdSwerve - Seattle, US

With the introduction of App + Web, the next generation of Google Analytics is here. In this session, Charles will cover all of the new features App + Web provides over the current Google Analytics, explore the differences in their data models, and provide resources to get started.

• How App + Web differs from Google Analytics and Google Analytics for Firebase
• Brand new features and reports never before available in current Google Analytics or Google Analytics
• Implementation guides and resources to get started

PREDICTIVE ANALYTICS AND ML-BASED ATTRIBUTION USING BIGQUERY ML

Constantine Yurevich / SegmentStream - London, UK

The majority of nowadays attributions are very biased. Some of them do not reflect the whole customer journey, while others are based on some algorithms defined by people (heuristics), while the reality is usually much more complex.

During the session, we will discuss why attribution is an amazing application for Machine Learning. Constantine will also give some examples of how easy it is to apply Machine Learning without even knowing Python, R, or other programming languages.

Also, he will share a lot of use-cases and examples of how we apply BigQuery ML for attribution, predictive analytics, and user scroring.

Theses:

• What is wrong with marketing attribution now?
• How ML can solve the problem
• Why BigQuery ML is an amazing instrument for web analysts
• Real-world examples and applications of using ML for attribution, predictive analytics, and user scoring.

CLIENT CENTRIC AGENCY HEADACHES. AN ONGOING CHALLENGE.

Zorin Radovančević / Escape - Osijek, Croatia

What does it take to evolve into a client centric agency where tools, technicalities and stats become a secondary priority. What are the essential skills and exercises for your entire team and how does the business adapt to everyday challenges.

This is a process which requires an exquisite leap in thinking, listening and participating in the business side of things.

In this lecture we will go through some key frameworks, exercises and team compositions which can make this process less stressful.

TURN TO THE SPEAKERS!

Doug Hall (MightyHive - Windsor, UK)

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

Scott Yacko (MightyHive - San Francisco, USA)

Moe Kiss (Canva - Sydney, Australia)

Anna Lewis (Polka Dot Data - Hampshire, UK)

FIRESIDE WITH KRIS EWALD

Kristoffer Ewald - Switzerland

With the proliferation of event based analytics and sophisticated real time data science and the parallel maturing of token based economice there's a cross roads where they meet worth a fireside chat. Often we get stuck in privacy debate or broad statements of data as the new oil, but it deserves a much more nuanced discussion and look ahead at where we can go...

PREEMPTIVE ANALYTICS

Yehoshua Coren / Analytics Ninja - Jerusalem, Israel

This talk is inspired by first hand experience that Yehoshua has had with a wide range of organizations. He will present a mixture of strategic approaches to the analytics life cycle as well as a number of tactical execution methods for how to build a digital measurement framework with the outcome in mind. Learn how to answer business questions that the business may not have even asked.

DATA VISUALIZATION, NEUROSCIENCE, AND WHY IT MATTERS TO THE ANALYST

Tim Wilson / Search Discovery - Columbus, USA

Whether we use Data Studio, Excel, Google Sheets, Tableau, R, some other platform, or (most likely) some combination of platforms, at the end of the day, as analysts, a core mechanism we use for communicating with our stakeholders is data visualization. The difference between an excellent visualization and a mediocre one can easily be the difference between whether a stakeholder understands and acts upon the data or whether she, instead, struggles to internalize the information and actually put it to use. In this session, Tim will walk through some of the neuroscience and psychology that underpins best practices in data visualization, as well as provide platform-agnostic tactical tips that put these principles to effective use.

MONITORING & OPTIMIZING RICH RESULTS WITH SEARCH CONSOLE

Daniel Waisberg / Google - Tel Aviv, Israel

In this presentation you will learn what are rich results, how you can implement them on your website and why you should be using them. In addition, and here's the fun part, Daniel will talk about how to understand the data provided by Search Console and make it actionable, from setting the right priorities to implementing and validating your fixes.

THE SCALES OF ANUBIS ®

Astrid Illum / DFDS A/S - Copenhagen, Denmark

We all want relevant content, when we browse the internet. We want the right offer at the right time - and even more we don't want the wrong offer ('I just bought a toaster, how many toasters do you think I need!'). But we also want to be left alone. We want to be anonymous, when we buy our macrame utensils and bird watching binoculars. On top of that, it shouldn’t require a masters degree to figure out and exert control of our data.

Though combining these desires is far beyond us right now - maybe it doesn't have to be ... in the future! Join Astrid Illum on a visit to the data broker Anubis® and explore what existing technologies might develop into in relation to our online existence, shopping behaviour and data signals.

Topics covered will be online/offline identity, data and privacy handling, the glorious promise of 360 attribution finally achieved and how data empowerment could look.

OUTPUT-ORIENTED ANALYTICS

Peter Jakuš / Exponea - London, UK

Most businesses are still getting analytics wrong. Why? There are many reasons, but what are the biggest blockers? What could get businesses 80% of the way there?

Being output-oriented and customer-centric.

Being output-oriented means that the single purpose of analytics (from implementation architecture to internal processes) is to help the business improve output and prevent output decrease - locally and in the long term. Being customer-centric is about doing the hard work to stitch the available data together - at scale - to analyze real people with disposable income. Having failed and succeeded in transforming market leaders to do that, Peter will share the learnings that they collected when working with e-commerce, banking, and telco companies that adopted their customer data & experience platform.

DIGITAL ANALYTICS TRENDS: A CHANGING INDUSTRY AND WHAT'S NEXT

Krista Seiden / KS Digital - San Francisco, USA

The digital analytics industry has seen a lot of changes in recent years, both in terms of new products and ways of doing analysis, and how analysts want to use such tools and access data. In this talk, Krista will touch on the shifting trends she's seen and dig into new tools such as Google's App+Web tracking for a glimpse at what the future may look like.

DEEP THOUGHTS + OPINIONS ON DIGITAL ANALYTICS

Peter O'Neill / Leap Three, Ayima - London, UK

There are too many things Peter wants to discuss about Digital Analytics and yet, he only gets to speak once. So in this talk, he will be musing on a wide range of topics around the nature of Digital Analytics, the work we do and life in general. This session will include what & who is inspiring Peter, what he wants to be working on and learning in the future, his frustrations within the world of Digital Analytics, his thoughts on what companies should be focusing on and of course, Peter’s latest point of view on attribution. The intention is to spark a bit of inspiration and ideas for all attending in return for the inspiration Peter has received from others.

MARKETING MIX MODELING: DEFINE THE OPTIMAL BUDGET ALLOCATION AMONG DIGITAL MARKETING CHANNELS

Andrey Sukhovoy / OWOX - Ukraine

Marketers and analysts not only want to know which channels & campaigns drive sales and what is their ROI. They want to know how to optimize digital marketing performance starting from strategy and up to keywords bids adjustment. As advertising tools evolve, campaign optimization inside a particular ad service is being constantly improved. The main decision for a marketing professional to make is how to choose the perfect budget allocation across the channels and how to know in advance what results one can expect from each channel in the future.

TURN TO THE SPEAKERS!

Julien Coquet (MightyHive - Montélimar, France)

Brian Kuhn (Google Tag Manager - San Francisco, USA)

Jim Gordon (Search Discovery - Atlanta, USA)

Peter Meyer (Nordea Bank - Copenhagen, Denamrk)

EXPONEA EVENING EVENT

SESSION WITH THE GOOGLE TAG MANAGER TEAM

Brian Kuhn and Scott H. Herman / Google Analytics - San Francisco, USA

Overview of GTM and some upcoming beta features, followed by Q&A with the product team.

THINKING IN CIRCLES

Yehuda Raizner / ThinkUser - Tel Aviv, Israel

The user, the platform, the product. The ThinkCircle model enables organizations to use the 3 elements in order to build their measurement canvas. In this session, Yehuda will teach you how to build your own measurement and analysis model.

A DISCUSSION ON THE LAST MILE OF ANALYTICS

Michael Helbling / AJL Analytics - Atlanta, USA

Every report, analysis, statistical method, and amazing technical innovation eventually winds up in the hands of a human person who must incorporate what has been produced into their decision making process. Sounds simple, right? Successful transmission and uptake of the results of analysis is crucial not just for leveraging data effectively but the long term success of the analyst and the programs they cherish. Let's dig into this a bit and see if we can identify some opportunities. And yes, this will include talking about emotions. How does that make you feel?

IT TAKES A GLOBAL VILLAGE: FROM GDPR TO CCPA AND WHAT ABOUT ITP? HOW'S YOUR DATA QUALITY FARING?

Aurélie Pols / DPO for CDP mParticle - Europe

It's a never ending game of whack-a-mole, where Peter Swire already talked about technological escalation wars back in 2012 when he quit the W3C DNT efforts.

It used to be "it's not PII hence privacy legislation doesn't apply". The scope of action with respect to data privacy legislation has broadened however, on both sides of the Atlantic.

Yet similar dodging techniques are now also being applied to actual existing and enforced legislation. Under the CCPA, the California Consumer Privacy Act, it's about not going beyond 25 million $ a year in revenue, avoiding employee data and this US based legislation not being applicable to governmental institutions (hail to surveillance capitalism fed by public authorities!).

We've long talked about ePrivacy being unclear while the legislator does move towards applying the GDPR also to digital data.

Those are the legislative loopholes but then come also the technical escalation or dodging techniques that Simo is going to talk about as we both come to the same conclusion: players are influencing the data, beyond their legal obligations, possibly seeing a way to compete not on analytics but on privacy?

As companies, even US based ones such as Apple and Microsoft, recognise privacy to be a fundamental right, let's explore which risks companies are facing and what some of the emerging best practices could look like.

WEB BROWSERS EAT DATA QUALITY FOR BREAKFAST

Simo Ahava / 8-bit-sheep - Helsinki, Finland

Recent changes in how web browsers handle client-side state have unveiled something that many have known for a long time: first-party storage (cookies, localStorage, etc.) is unreliable. Initiatives like Intelligent Tracking Prevention (Safari/WebKit) and Enhanced Tracking Protection (Firefox/Mozilla) seek to erode ad tech’s capability to track users cross-site, at the expense of first-party analytics and advertising.

It’s never been easy to track the elusive "user" reliably, but now browsers are enforcing their own standards of what is "user privacy", and it might be difficult to navigate through the diverse browser landscape without a good map.

In this talk, Simo will explore the impact of these changes on your data collection. Particularly sensitive areas are web analytics data, but similarly experiment and personalization identifiers are difficult to persist reliably, especially if the site does not have an authentication system in place.

Simo has some solutions for you as well, but don’t be lulled into thinking there’s a turnkey solution out there that will bring instant gratification. We’re looking at a new paradigm of constant evaluation of state-management mechanisms, and without an agile workflow in place, there’s no tool in the world to help you navigate the turbulent waters of the client-side web.

TURN TO THE SPEAKERS!
THE TENSION BETWEEN CONSUMER PRIVACY AND THE WANTS OF THE MARKETER

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

Stéphane Hamel / Da Vinci Tools - Québec, Canada

Astrid Illum / DFDS A/S - Copenhagen, Denmark

Aurélie Pols / mParticle - Madrid, Spain

Even before GDPR, savvy analysts were aware of privacy considerations and concerns as they went about their work of analyzing consumer behavior. But, increasingly, the convergence of regulatory changes (GDPR, CCPA,...), technological changes (ITP, ETP,...), publicized data breaches (Desjardins, Adobe, Capital One,...), and increased consumer awareness and action (ad blocker installations, browser configurations) have driven limitations to the data that is automatically available to marketers and analysts. Simultaneously, the rise of CDPs, machine learning, and AI are driving an increased desire to gather and activate broader, richer, and more integrated customer data. In this session, the panelists will grapple with the tensions between these competing forces.

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 2020@superweek.hu!

DANIEL WAISBERG'S BIRTHDAY BASH

5 TIPS ON HOW AN ANALYST CAN ADD MORE VALUE TO EXPERIMENTATION

Ton Wesseling / Online Dialogue - Utrecht, Netherlands

• MDE calculations: real data example how to know if you could run experiments on a specific location.
• Data quality: real data examples to show what it means to have 20% more users in your experiment.
• Prioritization: how to optimize your chance of success by prioritizing your experimentation roadmap based on data?
• Test results: what are valid results in the data and what not? When is the experiment done?
• Business case calculations: how much money is your experimentation program really making?

MULTI ARMED BANDITS: GOING BEYOND AB TESTING

Matt Gershoff / Conductrics - New York, USA

We will review the basics of Multi Armed Bandits and contrast it with AB Testing.

HOW TO EXPLAIN COMPLEX DATA SCIENCE TECHNIQUES TO HUMANS

Doug Hall / MightyHive - Windsor, UK

Do you know your linear algebra from your eigenvectors? Can you one-hot encode in your sleep?

Is the definition of recall and precision in your email signature?

Good for you - you're in the 1% of folks who get it. This session is for the 99% who may not be so sure.

Through the medium of creative analogy, metaphor and simile, your understanding of advanced data science techniques will grow.

After this session, you'll be able to explain new and exciting data techniques to your colleagues, and clients. Don't expect to be able to perform the mathematics - you don't have to at this point. You will have new powers of understanding and persuasion for use in work but possibly not at dinner parties.

ANALYTICS BEYOND MARKETING - USING DATA FOR MORE

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

For most of us analytics have always been a tool for marketing. But if we drop the assumptions and look at the data we have as a source of insights for the whole organisation to explore how we can make new friends and what difference we can make for the organisation and business in general and not just the website and the online team.

TIME TRAVEL FOR THE PROFESSIONAL SERVICES FIRM

Fred Pike / Northwoods Software - Milwaukee, USA

In this fun-filled fact-finding forecasting-phenomenon session, we’ll discover the secrets of time travel. You’ll visit your professional-services firm 12-18 months in the future and see how well it’s doing. Yowza! We’ll discover the future together, using a bit of financial wizardry and from the safety of your very own Excel spreadsheet.

We’ll look at how to create a financial model of your business to figure out:

• How to be profitable
• What happens if you add staff
• How to allocate raises to existing staff
• What your break-even rate is

The model works great for businesses which primarily sell professional services (where employees bill clients for their time) and which have from five to 100 employees. Honestly – what could be more exciting?

No DeLorean required. Or provided.

WHAT HAPPENED IN SEARCH IN 2019

Gary Illyes / Google - Zürich, Switzerland

In this talk we take a look on the most important issues, according to you.

PREPARING YOUR DATA FOR THE EVENT-BASED WORLD: A DECISION-MAKING MODEL

Mili Ibrulj and Tomislav Lukinić/ Granular - Zagreb, Croatia

While event-based world is not a mystery to the analytics community, decision makers, often non-technical, still have a hard time grasping the impact of this big change to the way we gather and interpret data. By developing a practical and intuitive framework, we can ease the understanding of their website´s visitors and lay the groundwork for event-based analytical system. The goal of this framework is to aid decision-making by highlighting opportunities by systemizing the findings and highlighting findings and opportunities in the following areas:

• Industry research
• Categorization of UX elements
• Presentation of functionalities and analytics insights
• Prioritization and support with decision-making process
• Post-implementation analysis and testing

APPLIED DATA, COMPLEX DATA IN A COMPLEX WORLD

Frédéric Serval / LEGO Group - Denmark

How do you measure the impact of creativity? This is one of the major issues facing analytics in LEGO, since the majority of products are not being sold directly to consumers. Today, LEGO’s internal creative agency is providing thousands of creative communication and marketing assets to hubs all around the world in hundreds of different cultures, but the question remains how can you measure creative work’s productivity and efficiency and how do you determine the return on a creative marketing asset in a complex world?

HOW NORDEA IS WORKING WITH A/B TESTING

Peter Meyer / Nordea Bank - Copenhagen, Denmark

In this presentation Peter will give you a panoramic view of how A/B testing is done at Nordea, the largest financial services group in the Nordic region and one of the biggest banks in Europe.

You will get a peek into how Nordea's A/B testing and optimization setup is put together including who's doing it, how they're doing it, what process they need to follow while they're doing it.

Through all our A/B testing and optimization the primary goal is to make things easier and faster for our users to find and use.

MIROSLAV'S FIRESIDE: DON'T SHOW DATA. TELL STORIES!

Miroslav Varga / Escape - Osijek, Croatia

Our industry is based on data. But without context, data is meaningless. In our world, data and context should be used to improve the business. Otherwise we are useless.

Very often there is a friction when we have to explain to the decision makers what the data and context are telling us. It's not because there is no will to improve the business, but because we don't speak the same language.

We have to re-learn the ancient skill of storytelling. If you take your time to enjoy at the fireside, maybe some ideas will pop-up to help you in the future. Whatever you plan do on Thursday night, don't miss the fireside chat because there will also be a little surprise. See you.

ACTORS AND ACTIONS: GETTING STARTED WITH EVENT DRIVEN ANALYTICS

Hussain Mehmood / Marketlytics - Karachi, Pakistan

Events, clickstream data or hits (as they are known in the world of Google Analytics) are the building blocks of all marketing analytics suites. In the past they have been processed and aggregated into prefabricated reports before we interact with them. With compute and storage costs dropping, using these raw hits suddenly becomes a viable and powerful option. They require some extra leg work to use but in return offer some great advantages including the ability to reprocess the data as many times as you see fit.

In this talk we will look at core components of an event, the anatomy of a good event, how to go about building your own events and how to avoid common pitfalls and share some previously out of reach use cases. It will try to prepare you for a future full of raw data and analysis that impacts your business beyond marketing.

GAINING CONSENT - THE DEATH OF REMARKETING & PERSONALISATION...?

Brian Clifton / Search Integration - Sweden

BUILDING AN ANALYTICS CENTER OF EXCELLENCE

Ella Nguyen / Bounteous - San Francisco, USA

What’s the best way to make sure all of your teams are connected and the loop is closed on the analytics life cycle? It may seem like a hard feat, but building an analytics center of excellence is a great place to start. It can help create value for your programs by unifying SMEs outside of the regular reporting structure and providing a space for collaboration.

Ella Nguyen will lead a session on how to build an analytics center of excellence, sharing stories of successful tactics from her own experience as an Analytics Solutions Lead at Bounteous. During Ella’s session, she will provide tips, guidance, and real-life examples of how you can start to create and build an analytics center of excellence for your company. It’s hard work, but it’s fun work.

This session will cover the following tips on building an analytics center of excellence:

• How to create a clear vision to accomplish your goals
• How to enable teams to be responsible for collecting data
• How to create extensive documentation and making sure teams stay informed
• How to collect feedback to improve your analytics center of excellence

THE ELASTICITY OF ANALYTICS ETHICS

Stéphane Hamel / Da Vinci Tools - Québec, Canada

Stéphane is a veteran of Superweek and each year he brings a forward-looking topic which challenges the way we do our work - he brought us his famous digital analytics maturity model and the radical analytics manifesto, and last year he scared the sh*t out of us by demonstrating how machine learning could be leading us closer to an impeding doomsday. This year, Stéphane will continue where he left last year and dig into real-life examples of questionable ethics and malpractice which will hopefully make you think about your limits and where the red line is for you, as an analyst and as a consumer.

ANALYTICS AS CURRENCY

Kristoffer Ewald / Switzerland

In this talk Kris Ewald, a 15y veteran of the Analytics industry will share his views and experiments at the crossroads of event based real time data, data science and token based economics.

BUSINESS IMPACT OF CUSTOMER DATA PLATFORMS

Troy Gatchell / Search Discovery - USA

It's here! The Digital Analytics dream of all your digital data and offline data in one platform! Or is it just another buzzword? This presentation will dive into real use cases implemented on Customer Data Platforms across CPG, Automotive, and Gaming industries. Bringing to light how Analysts can utilize this emerging technology to enable capabilities around customer journey analytics, content optimization, personalization, and more.

CLOSING KEYNOTE

Doug Hall / MightyHive - Windsor, UK

In essence, this is the output from SPWK - start the year with the hardest list of things you want to tick off. I'll describe I want to tackle in 2020. These are my personal moonshots, stuff that pushes my boundaries, expands my envelope and challenges me.None of these ideas has gone beyond ideation. They're doable with time, effort and new features. I want someone to pick them up and run with them...maybe even capture a Golden Punchcard in 2021?