THE XII. GOLDEN PUNCHCARD PRIZE

Demonstrate any digital analytics solution 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]!

Ezequiel Boehler

Matt Gershoff

MONDAY EVENING FIRESIDE PUB QUIZ WITH CONDUCTRICS

They will be your quiz masters for a fun filled night of quizzical conundrums, bragging rights, and prizes.

Ibrahim Elawadi
Philips - Amsterdam, The Netherlands

THE LAST ANALYST STANDING: THRIVING WHEN AI REWRITES THE RULES FASTER THAN WE CAN READ THEM

We are currently working in an industry where the "long term" is next Tuesday. As AI democratizes technical skills and rewrites the rules of analytics faster than we can read the documentation, a terrifying question emerges: When the machine can answer any question in seconds, what is left for the analyst? As the technical ceiling rises, the human floor matters more than ever. In this talk, Ibrahim cuts through the breathless hype to expose the raw reality of our profession’s future. Drawing from over two decades navigating the digital landscape, he argues that the "Last Analyst Standing" won't be the superior coder, but the superior contextualizer. We will explore how to pivot from being a "production line" of Excel files and charts to an architect of curiosity; shifting your value from the answers you calculate to the questions you define.

⚠️ Warning: Given the terrifying velocity of this domain, by the time of the conference this abstract may be history, or Ibrahim may have simply surrendered his spot to a large language model 🤷‍♂️. Either way, it should be interesting.

Daniel Waisberg
Google - Zurich, Switzerland

GOOGLE TRENDS AT SCALE

In this talk, Daniel will talk about how Google Trends can be used to understand what's happening around us and give some ideas on how businesses should be thinking about it. He'll also discuss the new Trends API, which provides an improved data model and introduces a scalable way to access Search trends data.

Matt Gershoff
Conductrics - Austin (TX), USA

INTERACTIONS: WHEN 1 + 1 ~= 2.

Ever wondered if it makes sense to target different experiences to different customers, say your current vs new customers, but are just not sure if the data supports it? Or maybe you are running concurrent A/Bs and in the back of your mind you're worried that they might be interfering with each other. Both of these problems, and others, can be answered by asking if there are interactions.This talk will give you a fuller view of what interactions are, ways to model them in your analysis, and a straightforward statistical approach that will help you answer "Are there interactions?"

Julien Coquet
Montélimar, France

THE AI TSUNAMI IS COMING: STRATEGY, SURVIVAL, AND ADAPTATION

If that was not clear already, the AI Tsunami is coming, and few industries will feel its force more acutely than data and analytics.

AI threatens not only to automate tasks but to fundamentally reshape trust, creativity, and resource allocation. This presentation moves beyond the hype of "intellectual fraud" to address the immediate, tactical challenge: what concrete, strategic steps must data professionals take right now?

In this talk, Julien Coquet will analyze the three critical responses to this technological wave: avoiding its most damaging excesses (like mass disinformation), weathering its disruptive economic and ethical impact, and ultimately channeling its power for genuine human benefit.

Marie Fenner
Piano - London, UK

Doug Hall
Duga Digital - Casefabre, France

BIG AGENCIES KILL INNOVATION: SIZE MATTERS AND SMALLER IS BETTER

After thirty years in digital, I’ve seen what happens when creativity meets corporate gravity. Every acquisition promises growth and ends in decay. Innovation dies in the spreadsheets. Smaller agencies are where the real magic lives: unshackled, agile, hungry, and built on genuine collaboration, not politics. I’ve lived through both sides, and this talk is my open letter to anyone who still believes big means better. It doesn’t.

Krista Seiden
Amplitude - San Francisco (CA), USA

Simo Ahava
Simmer - Helsinki, Finland

Fosca Fimiani
Multiminds - Aalst, Belgium

Jason Packer
Quantable - Columbus (OH), USA

A JOURNEY INTO THE UNKNOWN

It's easy to say "GA4 sucks!" It's another thing entirely to get past the griping and figure out if it's worth the time and effort to switch to a different platform, and then actually figure out what that other platform might be!

Your guides, Fosca Fimiani and Jason Packer, aren't here to tell you which platform to use, but rather to share their journeys and help you figure out how to navigate uncharted territories on your own. Jason has evaluated 20+ tools for his book Google Analytics Alternatives, while Fosca has helped organizations actually bite the bullet and move on to some of these newer platforms.

Everyone has opinions about tools, but in this workshop, we want to focus on practical evaluation and migration methods, so you can leave with a clear path forward.

Tim Wilson
Facts & Feelings - Dublin (OH), USA

DOING KPIS RIGHT: A *KEY* TO ANALYTICS (AND AI!) IMPACT

On the one hand, KPIs are such a Business 101 concept that it may seem a little silly to dedicate an entire Superweek session to the topic. On the other hand, KPIs get handled so poorly so often that a case could be made that this session could just be one of the most impactful sessions of the conference!

Tim will make the case that effectively measuring performance of projects, campaigns, and initiatives (and even conference sessions!) should be a foundation for any data analytics program. Topics covered will include: the “two magic questions” of performance measurement, how to help business partners distinguish between outcomes and outputs, and effective tactics for collaboratively establishing KPI targets.

He will also stick his neck out by demonstrating some of these techniques in real-time by measuring whether the session lives up to the promise of this description!

Denis Golubovskyi
Stape.io - Kyiv, Ukraine

TRACKING IN AI BROWSERS: WHAT MARKETERS AND ANALYSTS SHOULD KNOW

How new AI-powered browsers like Atlas, Comet, and DIA affect tracking accuracy, cookie lifetimes, and attribution models. Let`s explore technical challenges, AI detection methods, and new standards for accurate, privacy-compliant tracking.

Jeremy Lutz
Hamburg, Germany

BEYOND THE PROBLEM: THE MINDFUL WAY OF WEB ANALYTICS

Russell McAthy
Ringside Data - London, UK

💯 PERFORMANCE: WHAT HAPPENS WHEN YOU ACTUALLY HAVE ALL THE DATA

Doug Hall, Dan Truman
Duga Digital - Sevenoaks, UK

+ Russell McAthy
Ringside Data - London, UK

STATE OF THE NATION SERIES

On Wednesday evening, Dan and Doug will be joined by Russ and several other conference attendees to discuss the future direction of the digital analytics industry.

Gabriele Franco
Cassandra - Rome, Italy

HOW TO MAKE MORE REVENUE WITH THE SAME MARKETING BUDGET LEVERAGING INCREMENTALITY PLANNING

Your marketing efficiency depends on where and when you invest your money over time. In this session you are going to see a step by step guide on how to plan your marketing budget leveraging MMM and incrementality testing to unlock additional sales from your media budget.

Ezequiel Boehler
Conductrics - Buenos Aires, Argentina

INTEGRATING CUSTOMER FEEDBACK INTO THE OPTIMIZATION FLYWHEEL

What is the purpose of your analytics? When it is to better understand and enrich customers' experiences, how do we ensure that we are getting the most out of our analytics and experimentation results? We often get stuck thinking that we would be more productive with more detailed data and access to more advanced statistical techniques. However, for many problems that just isn’t true. Sometimes, rather than fancy machine learning or complicated statistical techniques we would make more progress if we just asked our customers directly. But how do we go about incorporating customer feedback into our experimentation and optimization flywheels? In this talk Ezequiel (maybe Matt?) will review the basics of Customer surveys, A/B Testing, and how they can be used together for even greater insights and improved time to action.

Gunnar Griese
8-bit-sheep - Copenhagen, Denmark

SIGNAL ENGINEERING: MOVING BEYOND BASIC CONVERSION MEASUREMENT

Most businesses optimize campaigns with basic conversion events and simple revenue values—then wonder why ROAS keeps declining. As advertising platforms automate campaign management, the signals you send back have become your primary competitive lever. Yet few businesses engineer them strategically.

This session introduces the Signal Engineering Maturity Framework, a practical roadmap from basic transactions to profit-aware, predictive, and contextually-optimized signals. We'll explore real-world implementations of profit optimization, predictive LTV signaling, and dynamic value adjustments based on business context. The session concludes with open-source tools and Google solutions that make advanced signal engineering accessible, showing you exactly where to start building your competitive advantage today.

Dan Truman
Duga Digital - Sevenoaks, United Kingdom

Fred Pike
Northwoods - Milwaukee (WI), USA

CONSENT OR CHAOS: COEXISTING WITH THE WORST TECH ON THE WEB

Anna Lewis
Polka Dot Data - East Hampshire, United Kingdom

Kris Ewald
Zug, Switzerland

Timo Aden
Digitl - Hamburg, Germany

GOOGLE ANALYTICS - A LOOK INTO THE FUTURE

This presentation will outline the development of Google Analytics, from its beginnings to the present day. How has the tool evolved? And how has the market evolved? I will also offer a glimpse into the future regarding features, positioning, and working with Google Analytics.

Matteo Zambon
Tag Manager Italia - Vicenza, Italy

Balázs Vajna
Marketinglens - Budapest, Hungary

DATA ACTIVATION: GETTING YOUR DATA TO EARN MONEY

The most common way to utilize data is creating reports and dashboards for stakeholders. Often enough though, there are complaints of these reports not getting used or being outright forgotten; there are also many "dashboards are dead" statements floating on social media.

What if there is a better way to create value from data? Rather than (or in addition to) providing information for business users, such data can be used to feed various digital platforms and channels, thereby increasing their efficiency / effectiveness, and thus directly driving additional revenue. This presentation explains how online/digital and in-house data (and their combination) can be leveraged to increase sales / marketing effectiveness and personalizing various customer facing channels (e.g. web / app content or outgoing communications). The presentation will also explain the high level mechanisms of how various systems are stitched together and the main challenges especially in large organizations in delivering such solutions.

Jordan Peck
Snowplow - Leeds, UK

Jon Su
Snowplow - London, UK

TRACK AI AGENTS IN 2026

Everybody's talking about AI, agents, agentic applications etc. And with good reason. AI is changing the way all of us use technology at work, at home, how we research, write, organise our lives and activities etc, possibly more than any other technological change since the internet itself.

With this mammoth change comes a challenge for businesses and data/analytics teams. How do we know when behaviour on our website is a human, or an agent? How are users discovering our content? How can we "show up" for our users when they are engaging with an AI interface? How do we track our own agents?

We are currently navigating uncharted territory with no established industry standards, so how do we know how best to track and analyse all the different AI touch points users now have, in order to continue to deliver the best customer experience possible? This talk will dive into the different types of agent experiences users have at their disposal today, the impact on digital data collection, and how we should be thinking about tracking agentic experiences in the future.

Steen Rasmussen
Steen.fyi - Copenhagen, Denmark

FROM WHAT TO WHY? - DECONSTRUCTING USER INTENTIONS IN DIGITAL ANALYTICS

We’ve focused tracking what users do clicks, pageviews, conversions, but analytics teams still struggle to answer the question stakeholders actually care about - why did they do it?

This session deconstructs the gap between behavioral data and user intention, exploring practical frameworks for inferring motivation from directly from digital signals or through AI.

Drawing from retail media and enterprise implementations, we’ll examine when traditional analytics breaks down, which proxy metrics actually correlate with intent, and how to structure analysis that drives business decisions rather than just producing reports.

Stop drowning in what-happened dashboards. Start understanding why-it-matters insights.

Juliana Jackson
Jellyfish - Malmo, Sweden

THE HAYSTACK PARADOX: WHAT HAPPENS AFTER AI CREATES A MILLION ADS

Generative AI has given brands a superpower: the ability to create personalized creative at infinite scale. But superpowers create super-problems. How do you test a million variations? How do you know why Ad #347 worked for Gen Z while Ad #892 worked for Boomers? How do you avoid destroying your brand with AI-generated garbage? This talk introduces creative intelligence as the emerging discipline that transforms generative AI from a production tool into a strategic weapon, and explains why 2026 will be the year every CMO has to master both.

Lukáš Čech
Prague, Czechia

The Future of Third-Party Tags: Is There One?

We are going to explore the uncertain future of third‑party tags (mainly the JavaScript/cookie‑based integrations) in digital advertising, highlighting both their technical and organizational challenges. Drawing on examples from our own practice, we will illustrate how managing these often leads to inefficiencies, data quality issues, compliance risks, and site performance issues. We will discuss what would be required to make these integrations more robust. With the latest trends like A.I. driven content consumption, the effort‑to‑outcome ratio may further decrease, and organizations must carefully weigh efficiency against privacy, compliance, and long‑term sustainability when deciding the role of third‑party tags in their strategy.

Rick Dronkers
Data to Value - The Hague, The Netherlands

MODELS, MOATS & MARKETING: OR HOW TO KEEP YOUR CLIENT/BOSS FROM SELF-DESTRUCTING ON A AI-HYPE-FEAR COCKTAIL

If AI has your client or manager bouncing between “this is magic” and "we’re doomed" (often before lunch), this talk is for them (and for you to reuse.)

We’ll build a few simple frameworks to make sense of what’s changing, what's getting commoditized, where moats can still exist, and which signals are actually worth tracking. The goal is a clearer mental map and better questions, so decisions about what to adopt, experiment with, and ignore feel a lot less like roulette.

Siavash Kanani
Siavak - Budapest, Hungary

SEEKING SIGNALS: A WIDE-SCALE HUNT FOR ANOMALIES IN GA4 DATA

We often check for the expected, but what about the unexpected? Hunting for unknown signals requires a radical shift: moving from ad-hoc checks to a system that detects patterns early, across thousands of metrics and segments, and alerts in close to real-time.

Building such an automated anomaly detection engine for GA4 presents several technical and logical challenges: How do we train and run ML at scale without breaking the bank? Where do the new BigQuery AI functions fit into the puzzle? What about privacy concerns? And when you look for everything, you find too much... so how do we suppress the noise to let true signals emerge?

Let's explore the delicate balance between sensitivity and sanity, and the trade-offs required to build a silent, efficient, and proactive watchdog that only barks when it matters.

Nicolas Hinternesch
Piano - Berlin, Germany

David Vallejo
Analytics Debugger - San Sebastián, Spain

Robert Petković
Analytics & Co - Rijeka, Croatia

WHO WANTS TO BILL A MILLION?

How do you define your real price, package it so clients understand the value, and decide whether to charge by the hour, by project, or on retainer? In this talk, Robert will explore practical ways to find your number and match the right pricing model to the right client, so your "final answer" works for both sides.