Agenda Marketing Analytics Summit 2021

Through a case study, we will see how via careful creation of the measurement plans, the correct tracking and above all the mix between the tools we were able to obtain excellent actionable insights to improve performance, conversion rate and user behavior for an ecommerce business

Come analizzare i progetti di e-commerce tramite Google Data Studio: soluzioni e template per rappresentare i dati e permettere di fare le giuste scelte strategiche per migliorare le performance degli store online, dai più piccoli fino ai grossi brand. Dalla user experience ai canali di marketing, dalla SEO alla brand awareness, terremo tutto sotto controllo tramite rappresentazioni di impatto grafico e con grande facilità di condivisione e collaborazione in ottica data driven.

The session will discuss recent development in the modern data stack, predictions for its direction of travel in the future, and its implications on Marketing Analytics and what that means to Analysts, Marketers and Management. It aims mainly to prepare the audience for a mindset shift with the significant changes happening in the tech industry and regulations around privacy.

Most organizations seem to follow the CRAP strategy of digital analytics. They invest time and money in collecting data (C) and reporting it (R) , but avoid (A) analysis and postpone (P) action. But there is an alternative: they could choose to CARE about their digital analytics data: Collect (C) , Analyse (A), recommend actions (R) and experiment & execute (E). Using this simple two-step maturity model helps you to push your organization forward!

The implementation of a structured and effective CRO strategy is a real challenge that begins with 3 essential elements: the team you build, the tools and process you use to manage the conversion optimization of your website or app.

• How can I structure my CRO team?
• What kinds of people should I recruit?
• What tools should I use?

The CRO team has a strategic role to involve all departments within the company, and lead them into a continuous improvement mindset. They will highlight the problems users encounter and, more generally, align the conversion optimization strategy with the company’s goals.

Conversion Rate Optimization (CRO) designates all the actions put in place to improve conversion on your website: A/B testing, personalization strategies, etc.

How to leverage Google Analytics 4 data as raw materials serving a deterministic approach of YOUR data visualisation & YOUR analytics. No inertia, just take charge of what is YOUR paradigm shift.

Definizione del target, della strategia e delle tecnologie abilitanti per indirizzare tutti gli strati del funnel marketing ad aumentare il conversion rate

The ambition of this session is to provide both background information and context to why companies should consider adopting GTM Server-Side to better support business needs. Moreover, the session will provide you with an overview of the feature’s functionality and possible use cases to move towards a future-proven, first-party tracking setup, improve overall customer experience, and gain full control over your data.

With the launch of Google Analytics 4, Google has officially handed Analysts and advertisers a variety of new tools for managing user privacy, including: consent mode, modeled conversions, reporting identity, and more. This session will explore how these features are changing the way we define “privacy”, and describe the advantage that companies who adopt them early will have over competitors.

“Board of directors, marketeers and executives hope to prolong their business lifespan through customer loyalty and reduce significantly customer acquisition costs.

The term Brand has been around for a long time, originally a way of ensuring recognition from aggressive competitors, lately adding to it more and more complex notions, such the way of thinking and acting that engages a business with the world, making it more relevant, attractive, and ultimately profitable.

The term experience, became more relevant in the last couple of decades, it can simplified as the emotions each individual has towards a brands’ the ability its promise.
It developed from a mere idea of customer satisfaction to a more complex and still developing notion of economic value proposition for businesses.

However many companies simply wrap experiences around their traditional offerings to sell them better, yet customer trust is formed from a rational and emotional perspective.

The progression of economic value unquestionably show consumers’ desire for experiences, and more and more businesses are responding by explicitly designing and promoting them. And selling them, reversing their budget from traditional acquisition campaigns

While branding it’s in essence the define on why an organization claims to exists, the experience the organization offers show its ability to deliver this promise, hence it builds the Trust for dispositional and affinity brand.
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One of the big challenges a lot of organisations face is how to add commercial thinking to analytics, because more often than not the analytics function is working more like a support function and not as a business development driver. This means that the core thinking is not related to the bottom line and ROI, but more often practical KPI’s tied to operations, than business. In this session Steen will dive in and try to bridge the big why of business with the tactics of every day analytics to make sure the power and importance of analytics can and will be recognized all across the organisation.

The great migration has begun. People with unique analytics talent have recognized that if they can work from anywhere, they can work for anyone. How do you find good help and keep them engaged?

If you’re responsible for managing a team of digital analysts (or want to), get some practical advice from those who have been there and done that. Jim has interviewed dozens of Digital Analytics Managers, Directors, Vice Presidents… and frontline analysts who wish their bosses had a clue.

Learn the tricks and traps of interviewing, onboarding, and retaining top talent. The department you save may be your own.

• What is the Impact of the Pandemic on Employee Turnover?
• What’s Really Driving Them Away?
• What Keeps an Analyst Engaged?
• Do You Know Their Personal Goals?
• What Simple Tricks Can Make Your Team Cohesive?
• How Do You Shift from Managing Them to Managing FOR Them?

“A tour behind the scenes of the machinery and strategic decisions of a data science team

In this talk, Lead Data Engineer Danny takes you behind the scenes in how his team orchestrates making production ready and scalable products that helps supporting business decision throughout his organization. Many people can build great data models, but building production ready data science products while also having internal stakeholders approve resources and time for projects is where it gets complicated. Here strategy, frameworks and the right tools comes to place. Without the right foundation and team, it is complicated to succeed in terms of bringing value to the workplace.

Through this talk, Danny will go through the following topics:

• Building a POC in order to get stakeholders interest
• Working with DevOps and showcasing progress
• Bringing ML into production
• Scheduling workflows and tasks with docker and kubernetes
• Utilizing data platforms to reduce daily tasks in the organization

By the end of the talk you will have an understanding of what it takes to succeed with taking data products into productions and how to get started.”