Milan | 10 november 2020
Marketing Analytics Summit Agenda 2019
martedì 05 novembre 2019
After leaving Google in 2008 I initially followed the customary consultancy path of helping enterprises achieve digital transformation - based on data of course. My goal was to provide smart insights and strategic advice that would significantly boost a business's performance online. Good idea! However, despite my reputation I was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So I circled back and started systematically auditing Google Analytics setups in order toestablish what level the data quality was at. This story brings together some of the extraordinary findings of my work, with results that are somewhat shocking. It also changed my career path..
Il social listening e le analisi integrate come punto di partenza per ricerche qualitative. Blogmeter, leader italiano nella social intelligence, racconta quali metriche siano davvero rilevanti e dimostra come numeri e ricerche fungano da faro per ottenere insights strategici fondamentali
Moderating:
Moderating:
Marketing professionals and digital analysts of all stripes need a destination, a map, and expert navigation to help acclimatize to how artificial intelligence is going to impact their world.
This talk will be a 40 min walkthrough of how I have used PowerBI to answer critical business questions for my customers.
How to measure friction, irritation and failures in order to optimise the user experience.
- Learn what’s possible and what’s not with digital attribution (Myth Busting)
- How advanced companies activate attribution within larger measurement frameworks of their companies
- A deep dive on Measurement & Attribution practices in eGaming Industry (how similar are you ?)
In questo intervento vogliamo descrivere la nascita di un data layer "perfetto" che sia la sintesi efficace tra diverse componenti tipiche del mondo dell'analisi dei dati: l'analisi su GA, il reporting su DS e un pregresso spesso ingombrante che non si può ignorare. Cercheremo di capire il rapporto tra ogni scelta fatta sul data layer, le conseguenze nella configurazione e nell'analisi, su interfaccia o su Data Studio.
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.
Too often we focus on gathering data and spend too much of our time perfecting data, but often it is less a question of how much or how good data we have, but more how we use the data we have. If data is an answer to all our questions, then we desperately need to know what questions we are actually asking. In this session Steen explore how the combination of data, cloud and activation platforms can be used through a philosophy of experimentation to help answer the elusive question… now what?
In questo intervento vogliamo descrivere la nascita di un data layer "perfetto" che sia la sintesi efficace tra diverse componenti tipiche del mondo dell'analisi dei dati: l'analisi su GA, il reporting su DS e un pregresso spesso ingombrante che non si può ignorare. Cercheremo di capire il rapporto tra ogni scelta fatta sul data layer, le conseguenze nella configurazione e nell'analisi, su interfaccia o su Data Studio.
A full immersion on strategies and technicalities to get a valuable vision of customers from a multiple data sources environment. Should I use a connector? and what about an ELT or ETL approach?
Tips and business case to design and choose the right architecture to use
Do you ever feel adrift in a sea of tactical questions without a clearly defined business problem? Unsure how to transition the relationship with your stakeholder from transactional to meaningful and impactful? Tired of communication struggles with your business counterparts? These are just a few of the most common complaints with Data Analytics roles. An escapee from the Product Management field, Lizzie shares how she applies lessons from her former role to her current Data Analyst career. Though she doesn’t have a silver bullet solution, she will walk through examples of how you can bring order to chaos, partner on business problem definition and manage your stakeholder relationships. Don’t worry, it won’t be all “process” and “frameworks”. Lizzie will talk through a “Minimum Viable Analysis” approach to integrate lean software development principles into your day-to-day work with actual analysis examples. Take these lessons learned the hard way by Lizzie, and manage your analytics career like a product.
Marketing professionals face increasing complexity due to the explosion of digital and data touchpoints, as well as unprecedented consumers’ expectations in terms of interaction, content, and offer personalization. Marketers come to realize that artificial intelligence (AI) is the only possible way to cope with this level of complexity.
It would be a presentation giving insights on the following: from implementing a CRO process to apply learning (based on my experience in corporate companies)
Come usare Google Analytics 360 e Google Cloud per creare una customer management platform ed una Data Management platform in un'unica piataforma
Negli ultimi 5 anni si è vista una rapida evoluzione e utilizzo di modelli di Intelligenza Artificiale. Alcuni di questi metodologie, come il Deep Learning, hanno fatto dei grandi passa avanti nel mondo indistriale mostrano il loro utilizzo anche nel business e non solo nella ricerca. In questo intervento, ripercorreremo la storia dell'Intelligenza Articiale fino ad arrivare ai giorni nostri con il Deep Learning e i suoi utilizzi in ambito industriale.
How can UX have an impact on product performance? What should be the role of a user experience team in a company?
We will discuss about how a well structured UX process can make the difference and about which kind of data should be acquired as an input in order to make the right hypotheses.
Through the discussion of real life cases we will understand the importance of merging Qualitative and Quantitative analyses and the impact of involving business and technical stakeholders in all the phases of a design process.
With the rise of BigData and advanced Analytics, traditional UX Research methods may be losing prominence to the extent of being perceived as not needed anymore. Through some real examples from Zalando, in this session we’ll discuss how both disciplines can still collaborate for the good of the business and the customer.
The way users purchase online and offline are very difficult to measure in general and even more in scenario where multiple device and investment are going on. We will see why is that so and what options we have today to tackle this problem.
Come monitorare, rappresentare e analizzare la user journey su un progetto web attraverso Google Data Studio con il supporto di Google Tag Manager e Analytics.
Il workshop ha come scopo quello di mostrare come creare un vero e proprio sistema di analisi su misura per i progetti web, in modo da analizzare l’intero percorso dell’utente in ottica data driven ovvero poter avere a disposizione dati facilmente trasformabili in informazioni e decidere le azioni da intraprendere.
To transform the data assets into competitive insights is what should drive business decisions and actions. Discover the KPIs that you need to monitor and project for monetizing your mobile investmen
Google developed the most powerful AI in the world and it’s regularly applying it out on almost every product of its advertising ecosystem. Let’s go deep down and see how its Machine Learning technology works. Common mistakes and best practices to get optimal results from Smart Bidding campaigns, the whole thing driven by real case studies.
Come monitorare, rappresentare e analizzare la user journey su un progetto web attraverso Google Data Studio con il supporto di Google Tag Manager e Analytics.
Come tracciare, integrare l'online e l'offline ed analizzare i dati per migliorare le performance di business