Agenda 2020

Marketing Analytics Summit

Learn the real best practices and pitfalls of experimentation based on scientific research and insights. Hazjier is co-author of three studies on experimentation with Harvard Business School and his work is covered in the book Experimentation Works. This talk will dive into the best practices of experiment design, the role of hierarchy in experimentation teams, and the value of experimentation.

Empower your customer experience and relationship from the first request of information to all touch points of the negotiations managing qualified customers flows and CRM integration. Discover now Adobe Marketo Engage!

“Nella prima parte del workshop verrà introdotta la tematica della customer journey e dei touchpoint, fino ad arrivare alle metodologie di progettazione attraverso esempi e casi reali.
Nella seconda parte verrà chiesto ai partecipanti, sia presenti in sala che da remoto, di mettere in pratica le tecniche e gli strumenti forniti (canvas su misura) per poter creare un prototipo di customer journey sui propri progetti attraverso la metodologia design thinking. Infine verrà mostrata una soluzione di implementazione della data visualization sulla customer journey attraverso lo strumento Google Data Studio.

It has never been both easier and more complex to create value with the data we have inside the organisations. But things ranging from ITP, over Cloud to Google App+Web ensures business is very far from usual and the direction for the future is filled with unknowns. Joins the session for a journey into the future and how we get there – not just in one piece, but actually on top.

“Nella prima parte del workshop verrà introdotta la tematica della customer journey e dei touchpoint, fino ad arrivare alle metodologie di progettazione attraverso esempi e casi reali.
Nella seconda parte verrà chiesto ai partecipanti, sia presenti in sala che da remoto, di mettere in pratica le tecniche e gli strumenti forniti (canvas su misura) per poter creare un prototipo di customer journey sui propri progetti attraverso la metodologia design thinking. Infine verrà mostrata una soluzione di implementazione della data visualization sulla customer journey attraverso lo strumento Google Data Studio.

“Machine learning and AI are huge topics right now. Unfortunately this tend to be the main focus for data activation rather than using what you have available and applying easy data transformations and proven statistical models.

In this talk Danny will talk about:

• Using your current data to gain new insights
• Automating datatransformations in the cloud
• Activating data in your systems

Being agnostic and using the tools you already have available to achieve insights”

“When we, as businesses and individuals, made ONLY physical products, setting project goals wasn’t that hard. A good running shoes, for example, was DONE when a runner could successful run a marathon with it, an 100mt sprint race, and so on.

• But in today’s software-driven world, the “done” is less clear.
• When is Amazon done? When is Google done? Or Facebook? Or MS Office?
• In reality, services powered by digital systems are never done.
• So what we should expect from our business as goal?
• We often work around a list of features.

But building features is not exactly how we can measure the impact of our effort, but working against OUTCOMES to achieve instead will create focus and alignment, and a set of clear metrics to measure our impact. It also eliminates needless work. While the concept of outcome per se it’s relatively simple to grasp, in practice require a major shift in organization and it takes quite an effort.

Within this speech I will like to share what’s an outcome is, why it’s important withing the experience you’re providing in your product and how this effort impacts your financial success.”

Make your Google Ads investments more efficient by integrating offline conversions. Discover which campaigns deliver real value to your business and which not: a real lead generation case study

Most SEO professionals use website crawlers for collecting data that is relevant for SEO. Specialist tools are always useful but one can also use Google Analytics and Google Tag Manager as a DIY crawler. This provides you an easy way to analyse your on-page SEO features and user behavior data side-by-side in Google Analytics.

Natural Language Processing (NLP) is a field of AI that gives the machines the ability to read, understand and derive meaning from human languages. By analysing the intent behind someone’s search, using NLP, we are able to provide a better consumer journey by tailoring advertising messages to the user’s intent. This help raise CTR’s, lower CPC’s and increase CVR’s.

Collect your omnichannel data in one single Communication and Orchestration Brain, enable personalized and 121 customer communication and make your insights actionable and effective to improve ROI and deep conversion. Explore next generation of Adobe customer data intelligence with Customer Journey Analytics, to actively interact with your omnichannel data, build reports and dashboard and find actionable insights

Attribution has been top of mind for advertisers during last few years. Majority of marketing specialists would agree that Last Click model doesn’t do justice. But then why is it still the most commonly used model? What other tools and models are available for you out there and how to make them work for you? And lastly, what impact will it bring for your business?

A year ago I finished writing a book on Google Data Studio fundamentals. While the basics remain the same , 2020 brought us many updates that greatly extend the capabilities of the tool. We will look at examples of how to take your reports and analysis to the next level using the new features. Along the way we will look at some pitfalls to avoid and tips to try.

Do you remember the old good days when you were investing (aka wasting) half of your day manually changing your bids in Google Ads? Luckily enough, times are changing and this is something that is receding further and further into the past rather than extending into the future. Machine Learning is becoming more and more of a pure commodity; and advertising platforms are taking advantage of that. The truth is that what is really making the difference now is the way in which you are handling and processing your own data to “feed the machine”. In this speech you can discover the Booster Box approach to first party data and learn how to leverage it to reshape your digital marketing strategy. Curious? See you then!

Being an analyst is often frustrating. You are in a supporting role as a data mechanic rather than an essential member of the team. Jim gets back to basics to help you become a trusted advisor and crucial to the success of the company. He summaries what it takes to become a great marketing analyst by understanding the data, the tools, the problem to be solved, the art of analysis, and the art of communication. Learn how to become a great analyst and become indispensable to your organization.

The next generation of Google Analytics is here. In this session, you will learn everything about the new App + Web properties. We will review new features Google Analytics users have been waiting years for including funnels, better segmentation, and advanced analytics capabilities. A free implementation guide will be provided. If you use Google Analytics you won’t want to miss this!

The aim of the session is to illustrate the way we’ve Integrated machine learning on a CRO’ Projects, in order to support qualitative evaluation made with tools and get new insights.

In un mondo che promette velocità e automazione è ancora più importante essere un analyst con la testa sulle spalle, per saper leggere tra le righe, derivare informazioni, evitare di prendere cantonate quando i computer in tuo ausilio fanno quel che sanno fare meglio: andare da A a B il più velocemente possibile.

I will show you how to expand the capabilities of Google Data Studio and unleash the power of template engines to visualize and interact with your data using only a basic knowledge of HTML, CSS, and JavaScript.

In this session Petri Mertanen will talk about Marketing Mix Modelling and how to do it. He will tell what is the MMM in general and what are the common steps when you start modelling. Petri will present some results, experiences and practical advices from Finnish consultants and clients. During and after the presentation you should have a clear understanding how you could benefit from the Marketing Mix Modelling and what are the options going forward.

Attraverso un case history andremo ad analizzare l’importanza dell’integrazione tra dati online e offline per aumentare le performance di business e per conoscere sempre meglio le abitudini dei nostri utenti e migliorarne la customer experience.

To all challenges we are met with, there is more than one side of the coin. One part is to challenge what the customers are asking for, and the other is to create a solution that suits our customers the best way. But these two cannot live without one another. By using a tool like Power BI we can tailor a solution that can start as a simple data visualization, and in time, evolve in complexity. In my talk I will touch upon the consultancy part and how we solve these using Power BI. To demystify the geeky part of Power BI, I will run through how to create metrics that serve our purpose. When we have our metrics covered, how do structure the data so that we can combine them, and use the data regardless of source or platform.

You ever wonder this cup of coffee you are drinking, how does it end up on your table? Coffee is a booming global business with complex value chain. For the last 20 years, it has been going well, with the higher end segment projecting to reach 84.5 billion dollar by 2025. Nevertheless, there has been undercurrent behind the scene. Many coffee producers struggle to make a living and contemplating to abandon the crop. All of these, is further amplified by COVID-19. Will we run out of coffee in the near future? What could be the solution? Our response to the challenge begins here.