GOOGLE OPTIMIZE, GOOGLE DATA STUDIO & GOOGLE SURVEYS

Charles Farina / Analytics Pros, Seattle - USA

In the past year Google Analytics has rolled out three new products as part of its Suite. Joining Google Tag Manager and Google Analytics are free versions of Google Optimize, Google Data Studio and Google Surveys. These new products allow you to perform personalization, rich dashboards & visualization and perform voice of customer & consumer research. Learn how these products improve your insights and capabilities.

THE 7 DEADLY SINS OF ANALYTICS – 2017 INSIDER EDITION

Mohandas Alle / IIH Nordic - Copenhagen, Denmark

Over the last couple of year our understanding of Digital Analytics have evolved along with the changing landscape of the digital environment, increased capabilities of the tools and the new business agendas for the digital activities. This presentation talk you on a journey to the 7 fundamental elements that are key to creating value from any digital analytics investment, setup and work process.

With the combined analytics insights and knowledge of "DAA nominated industry Contributor of the year 2016" Steen Rasmussen and "DAA nominated Analytics Practitioner of the year 2016" Mohandas Alle East and West combines to deliver a shared view on how our world is turning and changing, and what we should do to prepare.

THE TRUTH ABOUT MARKETING ANALYTICS

Matt Hertig / Alight Analytics - Kansas City, USA

With so many service providers and promises in the marketplace today, it’s hard to understand which marketing analytics tool might be the best fit. Join Matt Hertig, Co-Founder of Alight Analytics, for this interactive session as he shares the best solutions to automate your marketing data gathering process, build repeatable dashboards and deliver actionable insights and recommendations.

With this session, you will:
- Understand the difference between reporting and analytics
- Walk away with our actionable 3 pillars of success
- Be able to establish the right analytics and reporting approach for your organization
- Equip your team for long-term analytics success

FULL KNOWLEDGE: RESEARCH INTO CUSTOMER JOURNEY OVER RAW DATA

Viktor Tarnavskii / Yandex - Russia

Raw data is hard to work with. But the best way to see full picture is to make analysis over raw data.

Together with our client, one of the largest Russian DIY online-stores, we built path-to-purchase patterns, calculated the probability of purchase and divided the users into groups according to their likeliness to buy. All this helped to create a custom behavior-based attribution model that fits best to our client goals.

SPEND MORE TIME ANALYZING BY AUTOMATING THE EASY STUFF

Jeff Sauer / Jeffalytics - Planet Earth

If you spend many hours each week pulling from data sources, massaging your data and generating reports, then when do you find time to do meaningful analysis? If you are like more analytics professionals, analysis falls behind when you are drowning in data. Jeff’s session talks about how you can save yourself time by automating the easy stuff and focusing on providing more meaningful analysis.

THE DATA IS NEVER ACCURATE - AND THAT IS OK!

Chanpreet Singh / Times Internet - Gurgaon, India

In the field of data management and analytics, one statement we often get to hear is - "The data is not accurate". Chanpreet's presentation will be based on this statement, and I will try to explore scenarios that might lead to such statements, reasons and remedies, expectation management (with various functional teams) and business definitions.

DATA DRIVEN MARKETING DECISIONS IN ONLINE TRAVEL

Kaveri Misra / Associate Director - Online Marketing, MakeMyTrip.com - Gurgaon, India

This session will be an overview of how analytics is used in online travel. This will include case studies on using analytics for improved customer targeting across marketing channels, identifying and differentiating customers based on life time value and mobile app data.

Turn to the speakers! ANALYTICS AUTOMATION & MACHINE LEARNING

Kristoffer Ewald (MetaPeople - Switzerland)

Charles Farina (Analytics Pros - Seattle, USA)

Jeff Sauer (Jeffalytics - Planet Earth)

INNOVATIONS IN DIGITAL MARKETING FROM THE DATA REVOLUTION

Kristoffer Ewald / SVP, MetaPeople Group - Switzerland

As the available marketing data and quality of it matures it's time to rethink the core metrics we use to quantify marketing performance. In this talk Kristoffer will focus on the gaps between what we know marketing should focus on and what is typical today, and look forward at the new data-driven key metrics in performance marketing.

GOOGLE ANALYTICS PREMIUM IN LOCAL SERVICES & PROPERTY

Vijay Anand / VP Strategy & Analytics, Sulekha.com - India, Chennai

This session is to discuss successes and failures/learnings of using GAP in local services & property. Both of these categories are lead/response generation oriented because of the wide variety of listings that they carry - Implementation of GAP at Sulekha.com has produced several insights over the last one year and I would like to cover a few of them in the context of our industry niche.

INDIAN CONTENT MARKETING PREDICTIONS

Nishita Lalvani / Marketing Lead, Marketing Solutions, LinkedIn India - Bengaluru

This session focuses on Content Marketing Strategy and Planning. We cover why content is the only marketing that is left, share details of how and why Indian marketers have embraced the craft in the past year.

We will run through an outline of how to set up a content marketing strategy, what to consider while creating and amplifying content and importantly how to measure success of your content based campaigns. We will wrap up with case studies to understand how brands successfully leverage content in their marketing campaigns.

ATTRIBUTION AND CAMPAIGN PERFORMANCE

Charles Farina / Analytics Pros, Seattle - USA

In this session, learn how to advance your capabilities for marketing attribution and campaign performance. We will cover implementation, data quality, segmentation, and remarketing. We will do a group activity around attribution and you will be able to walk aways with answers on if your business needs an attribution model, how long your customers take to convert, how your marketing channels work together, and better ways to measure the your customers full user journey.

RE-IMAGINING DIGITAL ANALYTICS

Ravi Pathak / Tatvic - Ahmedabad, India

Everyone has tools, software and hardwares to do analytics but where are frameworks for thinking about digital analytics. Ravi will present a perspective with framework that on how digital analytics should be rechristened within fast changing, device proliferating & amongst fickle customers!

DATA AT THE SERVICE OF BUSINESS

Roberto Croci / Google Analytics - Dubai, UAE

From manual to automated to predictive, technology has played a disruptive role in evolving how marketing is conducted thus improving both its effectiveness and its efficiency. In gaining such status, data & tech have outgrown their initial tactical role to become strategic tools that confer a competitive advantage to skilled organizations. The round the clock decision-making support and automation allow businesses to make faster decisions and link them more solidly to financial results. These developments enable marketing leaders to further move their function from being "a tax to do business" to a profit generating engine.

THE CURIOUS INCIDENT OF THE DATA IN THE NIGHT

Steen Rasmussen / IIH Nordic - Copenhagen, Denmark

From the known unknown to the unknown unknown it's what we don't know which defines us as analysts. Not that we persue the quest for the unknown - quite the oposite, we normally try to answers all questions with the data we have available and tend to overlook the questions and answers we could find in all the data we do not yet have. This is a session on all the great questions we could be asking and the data we would need to answer them correctly.

THE COBRA EFFECTS OF THE INTERNET

Vivek Singh / Digital Marketing & Analytics Expert - Bengaluru, India

To curb the cobra-bite fatalities in Delhi, the British Government of Colonial India offered a bounty for every dead cobra. However, some enterprising people all over the country began breeding cobras for the income. This worsened the problem.

Is such an abuse or backfiring of incentives happening within our digital businesses too? In what ways are our marketing, transaction, and incentive systems vulnerable? How can we use Data and Analytics to detect and prevent fraudsters from siphoning an organization's resources?

Let's take a good look at Ad-Fraud, Transaction-Fraud, Incentives-Fraud, and their Detection & Prevention Methods.

Turn to the speakers! FUTURE OF OUR INDSUTRY

Roberto Croci (Google Analytics - Dubai, UAE)

Kristoffer Ewald (MetaPeople, Switzerland)

Vivek Singh (Bengaluru, India)

Google Analytics Suite Training

Ravi Pathak / Tatvic - Ahmedabad, India

Join Ravi for a day immersed in the newest Google Analytics products and developments: Data Studio, Tag Manager and Optimize. Specific topics covered will include:

MASTERING GOOGLE DATA STUDIO: Data blending and merging techniques, getting "impossible" metrics, hacking Google Analytics reporting.

GOOGLE TAG MANAGER MATERCLASS: Latest features in details, leveraging workspaces.

ADVANCING GOOGLE OPTIMIZE: Optimize represents something much more than just a testing tool because of its close integration with Google Analytics - learn more about the best practices.