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.

THE JOY OF DATA V2

Keynote by Doug Hall / ConversionWorks - London, UK

The client seems happy enough just to collect the data. Our job is to make them understand what the data is for. Once they lose their data virginity, they won't want to stop. Doug describes a brand new set of personal use cases where the awesome power of data was liberated once the data was actually used. Learn even more tricks and techniques of the stealth change agent leading to that threshold moment in a data empowered career. Machine learning, data science, optimisation, professional jiu-jitsu and good old political persuasion are on the menu. Learn how to convince clients (internal or otherwise) to actually take your advice on board and do something other than just stare at a dashboard.

THE GDPR IS THERE SO DO YOU KNOW WHAT THE COURTS ARE SAYING?

Aurélie Pols / Mind Your Privacy - Madrid, Spain

While the ink is dry on the final text of the GDPR since May 2016, the same can not be said for the courts. They are busier than ever with respect to data protection litigation! (there hasn't been a lot before to be honest as the legal instruments weren't as adequate)

One could say former legal student Max Schrems partially paved the way by getting the European Court of Justice (ECJ) to declare SafeHarbor invalid and today again with his not-for-profit NOYB.eu.

While we might discuss Cambridge Analitica in light of a potential class action against Facebook in Belgium, this presentation will mainly walk the audience through those case laws (Digital Rights Ireland, Google Spain, Schrems, Wirtschatfstsakademie) that are shaping the interpretation of the previous Data Protection Directive and the GDPR. Hopefully this would allow us to better understands where those clear red lines are being drawn in the sand, for now.

So, Right to be Forgotten: is it still comparable to "book burning in the Nazi period" or can we move beyond to find better ways to balance technological opportunities with societal needs, for the benefit of all?

PEOPLE(S) ANALYTICS - WHERE'S ANALYTICS HEADED?

Kristoffer Ewald

We'll look ahead into the rapid changes hitting Analytics as an industry and all of us as people needing to protect our digital profiles and review where we've come from, what needs to change, and where we headed.

SUCCESS ON GOOGLE IMAGES

Gary Illyes / Google Search - Zürich, Switzerland

In this Google talk you'll hear more about what kind of voodoo successful images publishers employ to get Google Images show their content to hundreds of millions of users. You may think it's black magic, but the reality is that with just a few steps you may be able to boost your images' visibility on Google Images considerably while staying ahead of your competition and the changes to come!

LEAN MEASUREMENT

Erik Driessen / Greenhouse Group - Eindhoven, The Netherlands

This thing called agile development starting popping up more and more around me. Last year, I decided to investigate it: talking to scrum masters, discussing implementation issues with fellow analysts, and reading about the lean methodology. After that, something clicked into place. In this talk, I’ll share my ideas on and experiences in applying lean to my analytics team.

TURN TO THE SPEAKERS!

GARY'S ASK ME ANYTHING FIRESIDE: STRAIGHT QUESTIONS, STRAIGHT ANSWERS

Gary Illyes / Google Search - Zürich, Switzerland

SURPRISE! ITS ENTROPY, THE THEORY OF INFORMATION

Matt Gershoff / Conductrics - New York, USA

Have you ever looked at different data sets and thought,’wow this data set is really informative but this other data set, not so much’’? Or though ‘this data is really surprising’. As analyst, wouldn’t it be amazing, almost magical, if rather than just using ‘information’ and ‘surprise’ as qualitative terms, we could actually quantify both how surprised we are, and how much information one data set has vs another?

In this talk, Matt will introduce us to the wonderful world of Entropy, where we will be able to do this and more! Matt will give a gentle introduction to Claude Shannon's Information Theory. We will define entropy and discuss how it is useful for you, the analyst, to help take your career to the next level. We will work through a simple decision tree toy example to help clarify the concepts and give you the confidence to start exploring the amazing world of information theory on your own!

DIGITAL ANALYTICS MEETS DATA SCIENCE: USE CASES FOR GOOGLE ANALYTICS

Tim Wilson / Search Discovery - Columbus, USA

Past attendees of Superweek have ridden along with Tim as he explored R, and then as he dove deeper into some of the fundamental concepts of statistics. In this session, he will provide the latest update on that journey: how he is putting his exploration into the various dimensions of data science to use with real data and real clients. The statistical methods will be real, the code will be R (and available on GitHub), and the data will only be lightly obfuscated. So, you will be able to head back to your room at the next break and try one or more of the examples out on your own data! (But, don't do that -- the food and conversation at the breaks is too good to miss!)

THE DIGITAL ANALYTICS SOLUTION OF THE FUTURE

Peter O'Neill / Leap Three - London, UK

Frustrated with the present, Peter jumps ahead to describe the future for Digital Analytics within organisations. He will describe the Digital Analytics solution for the future across the people, technology and processes requirements. This won’t just be the dream set-up for large organisations with big budgets (that’s easy) but instead how Digital Analytics can be made to be useful, in a practical sense, for organisations of any size.

MAN VS. MACHINE?

Mark Edmondson / IIH Nordic - Copenhagen, Denmark

These days there is a strong case for Machine Learning in Analytics and everywhere you turn you are presented with case and examples on how ML have made the analysis better, faster and more consistent. But for a man with a new hammer everything looks like a nail and sometimes we forget to draw a line when machine learning is the right tool and when an analyst actually is required to do the job right. Join this session to dive into some big thoughts on how to distinguish what is needed when.

BIGDATA IN REAL LIFE

Mariia Bocheva, Anastasiia Chausova / OWOX - Kiev, Ukraine

In this talk Anastasiia and Mariia will show how they use data for their company purposes. Collecting data from everywhere: Office, Task Manager, Google Calendar, Gmail, SalesForce and internal systems.

THE PROBLEM WE REALLY NEED TO SOLVE IS THAT WE'RE NOT REALLY SOLVING ANY PROBLEMS

Damion Brown / Data Runs Deep - Melbourne, Australia

If someone asked you what first sparked your interest in web analytics, you'd probably say something like "solving problems using data". Most of us talk about finding insight in numbers for the benefit of whichever company is picking up the check and putting food on our tables, but how often does our work go beyond problems like "tag this" and "troubleshoot that", and really translate into solving a tangible, true, big problem for an organisation?

In this talk, Damion explores some of the ways in which we can get analytics closer to the central, beating heart of a business to make sure what what we're dedicating so much time and energy to doing actually has an impact.

THE STATE OF GOOGLE ANALYTICS DATA

Brian Clifton / Search Integration - Sweden

"The vast majority of commercial web data we analyse, even as professionals, is poor quality." A large part of my job involves auditing Google Analytics setups in order to establish the quality of the data collected. This story brings together some of the extraordinary findings of my work. Its a study of 75 enterprise websites using Google Analytics. The results are somewhat surprising (and depressing) in that they show the general poor quality of data that organisations are working with. For example: the Average Quality Index score is only 35.7 out of 100, and one in five websites have a PII issue i.e. were collecting personal information into Google Analytics.

TURN TO THE SPEAKERS!

TIM WILSON'S FIRESIDE

Tim Wilson / Search Discovery - Columbus, USA

SESSION WITH THE GOOGLE TAG MANAGER TEAM

Scott H. Herman & Brian Kuhn / Google Tag Manager - San Francisco, USA

FLEXIBLE INTERFACES DOING DATA SCIENCE WITHOUT CODE

Hussain Mehmood / Marketlytics - Karachi, Pakistan

This is a continuation of the stuff Tim Wilson spoke about. I am a relatively new entrant to the whole data science side of things (about 12months in as of now) and tried learning a bit of R / deployed snowplow etc but still struggled with code and not having intuitive interface that I was used to.

The data science so far is mostly done with code similar to how we interacted with machines using terminal and command line and digital analytics went from log files to Analytics platforms. For true mass market usage we need interfaces that are more general purpose.

THE PURIGADO APPROACH TO YOUR CUSTOMER BASE

Lucia Hrašková / Exponea - Bratislava, Slovakia

Learn how to identify and eliminate customers that are killing your business. Industry experts will share real case studies from top European e-commerce companies on how they boosted their revenue with the Purigado approach.

YOU CAN'T SPELL "MEASURE" WITHOUT "CUSTOMIZATION"

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

Plug-and-play analytics doesn't work - we should know that by now. But even an amazing, super-charged analytics pipeline will fail in an organization that lacks the maturity to maintain it.

"Customization" is at the heart of any successful analytics venture. Customization comes in many guises. It's the process of tweaking data collection to include hitstream data that is actually useful to analytics in the business context of the surrounding organization. It's the process of tweaking the communication structures within the organization to better accommodate the ubiquitousness of data itself. It's also the process of treating each individual within the organization as a potential "analytics node", increasing the knowledge of all who are even peripherally involved in using data to help the organization achieve positive growth.

In this talk, Simo Ahava will talk about customization on these three levels. How do we customize our data collection setups to break through the schemas imposed upon us by the analytics tools we use? How do we improve the communication structures within the organizations we work with, so that data is not seen as a blocker but rather an enabler? And how do we increase empathy in individuals, uncovering the learning paths that make the most sense in an organization that wants to grow with data?

TURN TO THE SPEAKERS!

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]!

DANIEL WAISBERG'S BIRTHDAY BASH

MOBILE APP ANALYTICS: WHERE WE'VE BEEN AND WHERE WE'RE GOING

Krista Seiden / Google Analytics - San Francisco, USA

Mobile Apps are not the same as web, so why have we been measuring them as such? With the old GA Services SDK turning down for some users, it's time to look into how to use Google Analytics for Firebase to measure and action on your mobile app's data. Krista will walk you through the benefits and power of the tool, explain the differences in data model and implementation best practices, and tips for how to migrate.

LONG-TERM ANALYTICS FROM A SHORT-TERM PERSPECTIVE

Zorin Radovančević / Escape - Osijek, Croatia

Zorin's personal experiences gathered with small family businesses to large enterprises in terms of expectation management. If we look at Analytics through ages, how far it has gone, the massive tooling around it and the widespread ability to test, predict and sustainably create mistakes or better say learn one would think the expectations should be easy to manage. One would be somewhat wrong or?

THE ANALYST AS A TRANSLATOR

Daniel Waisberg / Google Analytics - London, UK

In this presentation Daniel will discuss how analysts are constantly working on translating information, from emails to data and more. He will talk about examples from his day-to-day data work, showing how he deals with translating them into a language analysts can understand better.

INTEGRATED MARKETING WITH THE GOOGLE MARKETING PLATFORM

Charles Farina / AdSwerve - Seattle, USA

The Google Analytics Suite of products is now part of the Google Marketing Platform. We will cover how key pieces of the Platform can be used including the Salesforce connectors, Display & Video 360, Google Optimize integration, and Google Cloud integrations. We will review how data can be used actionably for advertising, e-mail, personalization, and surveys.

ANALYTICS FOR PUBLISHERS: PAINS AND ASPIRATIONS

Kseniya Anikeeva / Yandex Metrica - Moscow, Russia

News and other types of content consumption patterns are changing challenging media to transform and adjust to new readers' behavior. New distribution platforms appear and evolve, formats of content delivery appear and die. What are the key metrics modern publishers have to analyze if they want to increase profits and retain their audience? How we can track visitors' behaviour and get insights on publishers content policy, articles formats and distribution channels?

In Kseniya's talk she will touch upon common publishers pains and aspirations and current solutions to them.

INFANTS AND GUNS – REFLECTIONS ON DATA STRATEGY AND ETHICS

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

Since the dawn of analytics we have strived to improve both the quality and volume of our data, with no other ambition to ensure the largest possible dataset – not because we need it, but because we might need it. GDPR have temporarily put a wrench in our original approach, but it takes more that the law to keep a good analyst away from his data and with Machine Learning as an active part of the toolbox the value of data have grown exponentially. The sessions in a reflection on how we have done things so far and where we might end if you don’t stop doing business as usual and instead calibrate our efforts in a more strategic and ethical direction.

THE POTENTIAL OF A WELL STRUCTURED BUSINESS DATA FEED

Zoran Arsovski, Ivaylo Shipochky / VertoDigital - Sofia, Bulgaria

Looking closer at a real case study, we will put the data feed in the spotlight and look at how we leverage Google Ads API, Bing Ads, Google Campaign Manager and Google Search Ads 360 to fully automate advertising campaign setup and optimization.

HAMEL HELL

Stéphane Hamel / Da Vinci Tools - Québec, Canada

On his first visit he shared the Digital Analytics Maturity Model, next came the Radical Analytics Manifesto, and after skipping a year, he is back in force with interesting stories about digital transformations, customer centricity, use and abuse of data, and the secret life of digital analysts.

REPETITIVE TASKS ARE SLOWLY KILLING US FROM WITHIN

Danny Mawani Olsen / Impact Extend - Copenhagen, Denmark

Automating does not necessarily revolve around expensive tools or having to code advanced scripts. It’s about being creative with what you have and using the resources you have available at your disposal.

Inspired by his former boss asking him to do the exact same reporting for 12 countries across 8 individual business units, Danny provides insights to how daily tasks can be solved through automation, making terrible repetitive tasks (hopefully) a little more obsolete.

5 KEY THINGS I’VE LEARNED FROM FAILING AS AN ANALYST

Jeff Noethen / BECU - Seattle, USA

It’s hard to admit failure, and I consider myself to be an all-star analyst, but if you can learn and become a better analyst then it’s ok to fail, right? Here are some of the key topics that I’ll address from failing: What key skills do you need to be a more successful analyst? What is the importance of Objective Analysis? How do you overcome negative results, noise and naysayers? How can you continue to grow in this field? What do I see as the future of Digital Analytics?

ANALYTICS CONSULTING: WHAT CLIENTS BUY

Ivan Rečević Analytics consultant - Basel, Switzerland

While most of the consultancies are focused on delivery, not many of them are creating inspiration and foundation for delivery of continual business value. We would explore reasons why common narrative is not aligned with most client needs, how to fix it and how to sell and grow analytics services.

FORGET TOOLS: ELEVATE YOUR ANALYTICS PRACTICE WITH CRITICAL THINKING

Sayf Sharif / Seer Interactive - Philadelphia, USA

The top speed recorded by an F1 car is currently 372.6 km/h (231.5 mph). Juan Pablo Montoya of the McLaren-Mercedes F1 Team achieved that after racing professionally for 13 years (and 'Karting' most of his early life). The F1 car itself is an amazing tool, but does anyone think that you could put just anyone behind the drivers seat and achieve the same results as Montoya? Tools are only as good as the people using them (at least until said tools learn how to murder us). In a recent study 55% of college students said they believed the full moon caused people to behave oddly, despite a complete lack of evidence. The often unspoken problem in Analytics is the people. Even if they don't believe in Bigfoot, they may lack the humility to admit they have blind spots, or the intellectual empathy to understand things that aren't all about them. We must elevate our practice of analytics through the promotion of Critical Thought, which leads to better Empirical Analysis, and insight and value for our companies and clients.

CLOSING KEYNOTE

Doug Hall / ConversionWorks - London, UK

I'm giving away my ideas for free. I'll describe I want to tackle in 2019. These are my personal moonshots, stuff that pushes my boundaries, expands my envelope and challenges me. In essence, this is the output from SPWK - start the year with the hardest list of things you want to tick off. 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 2020? You're welcome to lift them and use them - I don't expect any credit, just go do something interesting!