SUPERWEEK 2027

Monday and Tuesday mornings (~0800AM–1000AM): the Moon rises in the early morning hours and remains above the horizon after sunrise. Its shrinking crescent is lit from the side, so craters and mountains near the boundary between lunar day and night can cast long, striking shadows through the 300/2265 telescope at the Observatory.

Optional morning excursion to Castle Visegrad.

After thirty years in digital, Doug Hall argues that every acquisition promises growth and ends in decay. Innovation dies in spreadsheets; smaller agencies are where the real magic lives — unshackled, agile, hungry, and built on genuine collaboration.

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

Ibrahim Elawadi argues that when the machine can answer any question in seconds, the last analyst standing won't be the superior coder but the superior contextualizer — pivoting from producing Excel files to architecting curiosity.

Marie Fenner explores purpose-driven work, sharing data on why companies with a clear sense of purpose scale, adapt, and perform better over time — and real stories from companies that have cracked the purpose code.

Russell McAthy examines what changes when traditional constraints on data collection are removed and how having more complete, dependable data reshapes what can be seen, measured, and understood across digital touchpoints.

Matteo Zambon shows how autonomous AI agents browsing websites erode traditional analytics assumptions, and how teams can defend data quality by combining behavioral analysis with real-time AI-driven bot traffic control.

Coffee, sandwich, refreshments.

Ezequiel Boehler reviews the basics of customer surveys and A/B testing and how they can be used together for greater insights, arguing that sometimes asking customers directly outperforms advanced ML techniques.

Gunnar Griese introduces the Signal Engineering Maturity Framework — a roadmap from basic transactions to profit-aware, predictive, and contextually optimized signals — with open-source tools and Google solutions.

Gabriele Franco presents a step-by-step guide on how to plan marketing budget leveraging MMM and incrementality testing to unlock additional sales from media spend.

Anna Lewis discusses important considerations before leaving a secure job to freelance or start an agency, sharing highs, lows, and top tips from nearly 10 years building her own boutique analytics agency.

Steen Rasmussen deconstructs the gap between behavioral data and user intention, exploring practical frameworks for inferring motivation from digital signals or AI, drawing from retail media and enterprise implementations.

Join Ilya and Vlad on Tuesday evening for an evening of mind-bending vibe coding, data experiments and probably a few things nobody planned.

Daniel Waisberg discusses how Google Trends can be used to understand what's happening around us, including the new Trends API which provides an improved data model and scalable access to Search trends data.

Simo Ahava, a vocal proponent of server-side tagging, offers a critical and honest review of server-side data collection, arguing the main benefits have very little to do with marginal gains in data quantity.

Matt Gershoff covers what interactions are, ways to model them in analysis, and a straightforward statistical approach for answering whether interactions exist in A/B testing and targeting scenarios.

Coffee, sandwich, refreshments.

Panel moderated by Simo Ahava exploring the intersection of AI and education in the analytics profession.

Jordan Peck and Jon Su explore how businesses and analytics teams can track the different types of AI agent experiences users now have, the impact on digital data collection, and how to think about tracking agentic experiences.

Morning excursion for conference attendees.

Tim Wilson makes the case that effectively measuring performance of projects, campaigns, and initiatives should be a foundation for any data analytics program, covering the two magic questions, outcomes vs. outputs, and collaborative KPI targets.

Fosca Fimiani and Jason Packer share their journeys evaluating and migrating analytics platforms, helping attendees figure out if and how to move beyond GA4. Focus on practical evaluation and migration methods.

Lukáš Čech explores the uncertain future of JavaScript/cookie-based third-party integrations in digital advertising, illustrating inefficiencies, data quality issues, compliance risks, and site performance challenges.

Siavash Kanani explores building an automated anomaly detection engine for GA4 at scale, covering ML training, BigQuery AI functions, privacy, and the delicate balance between sensitivity and noise suppression.

Fred Pike recounts building repeatable consent operations using LLMs: capturing research in ChatGPT, formalizing SOPs in canvas, and using Claude with MCP servers to standardize GTM containers — including the limits of consent automation.

Denis Golubovskyi covers how new AI-powered browsers like Atlas, Comet, and DIA affect tracking accuracy, cookie lifetimes, and attribution models, including technical challenges and new standards for privacy-compliant tracking.

Coffee, sandwich, refreshments.

Jeremy Lutz invites attendees to turn the analytical lens inward, applying familiar analytical frameworks to thought patterns and emotions, exploring how constant problem-orientation can affect focus and creativity.

Nicolas Hinternesch presents a high-level concept for navigating from data to action using simple strategic questions, addressing missing data, tech stack gaps, under-engineered pipelines, and untapped potential in an AI-driven world.

Doug Hall and Dan Truman (Duga Digital) are joined by Russell McAthy and other conference attendees to discuss the future direction of the digital analytics industry.

A few years ago at Superweek, I talked about "signal harvesting": the idea that sometimes the best way to understand behaviour is not to observe people more closely, but to create something meaningful for them to respond to. Since then, I've had the chance to return to that idea in a very different setting: account sharing in streaming. This talk is about what happened when we stopped trying to prove exactly what people were doing, and instead started asking what we could reasonably respond to and what we might learn from that response. It is about friction, feedback loops and product interventions as a way of creating better signals.

Les murs ont des oreilles...the walls have ears. From Catherine de' Medici to European Black Chambers, four hundred year old Swedish shipwrecks, American Bootleggers, and an English antique dealer in Dorking, Surrey, UK. Privacy and good data have been quietly failing the people who trusted them for a very long time, long before anyone had heard of a website. This talk walks through four categories of how your data and your privacy compliance actually break today, almost always invisibly, as well as presenting a framework to prove they haven't and keep them from doing so.

Analytics consultancies and agencies tend to be built by excellent practitioners: the technical work is strong, but the commercials and "business stuff" is often an afterthought. Damion's session looks at where consultants and agencies commonly get things wrong on their approach, their pricing, their messaging and the value they deliver to their clients. Drawing on his experiences of starting, scaling and selling the Australian analytics agency Data Runs Deep, Damion works through the structural reasons analytics is hard to sell profitably, the traps he fell into and that you don't need to, and how to think of your consultancy as more like a business.

Every wave of automation arrives with the same warning: the machines are coming for our jobs. AI is blurring the line between what humans do best and what machines do best. This session looks at real contests between human and machine, what they reveal about where the line now sits, and what a winning formula looks like for analytics leaders and their teams.

20 years ago I created WASP, the very first tag auditing tool designed to reveal what analytics technologies were doing inside the web page. Fast-forward twenty years. The humble tracker has evolved into an extraordinarily complex ecosystem of advertising platforms, consent systems, identity technologies, server side tracking, data layers, pixels, APIs, browser protections, privacy regulation and, increasingly AI. So I visited WASP and MANTIS was born. This talk is a personal, technical and occasionally uncomfortable journey from WASP to MANTIS.

Not every color pattern on a Rubik's cube can be solved, and not every combination of words carries meaning, even when an LLM delivers it with total confidence. As the industry moves from AI that answers to AI that acts, that gap becomes a real business risk. An ontology defines what exists in a domain, what each thing means, and how everything relates. In this talk, Vlad walks you through the most promising ways to make your databases not just queryable, but meaningful from a business perspective.

A process tried and abandoned ten years ago with UA and Excel, too time-consuming. Today, picked back up as a proof of concept for something bigger: a data offload and warehouse, not something the client would agree to without proof the method worked. The idea and the process, shown here to be replicated with any set of tools.

Every new client, new employer, or new stack starts the same way: no measurement plan, no data dictionary, no naming conventions, and a tracking setup nobody can explain. This session walks through the actual kit: what I set up on day zero, in what order, what earns its place and what I've learned to skip. The spine is the Analytics Topic Pyramid — Define, Capture, Report, Analyze, Test, Predict — with documentation as the connective tissue between layers.

Those who implemented AI in analytics workflows faced common issues with accuracy and trust. In this session, Ivan will explore how the Coupler.io team resolved these challenges and turned interactions with AI into a proven approach. Ivan will discuss the role of the Analytical Engine, the lifecycle of BI and AI solutions, what the context layer must include, and how to compile these elements into a system for business decisions.

A 2-person tag team cabaret. We'll explain how we developed something quite special with the Data Manager API — handling online, offline, lead gen, soft and hard conversions with attribution capabilities never before seen. Doug will present the technicalities, Dan will provide the human readable version.

In this practical case study from Tesco, Anna shows how the real bottleneck isn't data quality or tools, but broken processes between analytics, product, and engineering — and how consistent workflows, clear ownership, and better prioritisation unlocked faster delivery and better impact.

I'm putting creative asset testing to work on the platform where it matters most: YouTube. Google's ABCDs (Attention, Branding, Direction, Connection) turn 10 in 2027, and a lot has changed. I will show you what I've learned from testing 100+ assets from 15 world renowned brands, across 5 industries — which ABCD elements still move the needle, how to move an audience from content into commerce, and how to write a brief that translates performance signals into creative direction.

We treat infrastructure as code. We use Git for everything. But analytics strategy? Still living in Slack threads and outdated spreadsheets. This talk shows why your tracking plan belongs in Git: version controlled, reviewable, and traceable. Using a YAML-based governance approach, walk through a practical framework for treating analytics like the infrastructure it is — across GA4, Matomo, Piano, Piwik Pro, PostHog, Snowplow, and other platforms.