SUPERWEEK 2027

Organized excursion to Castle Visegrad for morning views.

After thirty years in digital, examining 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.

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? Drawing from over two decades navigating the digital landscape, argues that the "Last Analyst Standing" won't be the superior coder, but the superior contextualizer.

What actually gets us out of bed and into work every day? Exploring purpose-driven work, and why companies with a clear sense of purpose don't just survive—they scale, adapt, and perform better over time. Purpose shows up in motivation, trust, and long-term business outcomes.

As it's become harder to measure a user's full journey, the gap between what organisations think they know and what is really happening has grown. This session looks at what changes when traditional constraints on data collection are removed, and how that reshapes what can genuinely be seen, measured and understood across digital touchpoints.

Web traffic is no longer driven only by humans and simple bots. Autonomous AI agents now browse websites, interact with interfaces, and replicate human behavior with uncomfortable precision, quietly eroding many of the assumptions behind digital analytics. Shows how analytics teams can respond by combining behavioral analysis with real-time AI-driven bot traffic control.

Exploring how to incorporate customer feedback into experimentation and optimization flywheels. Reviewing the basics of customer surveys, A/B testing, and how they can be used together for even greater insights and improved time to action.

Most businesses optimize campaigns with basic conversion events and simple revenue values—then wonder why ROAS keeps declining. Introduces the Signal Engineering Maturity Framework, a practical roadmap from basic transactions to profit-aware, predictive, and contextually-optimized signals.

A fun-filled evening of quizzical conundrums, bragging rights, and prizes hosted by Conductrics.

Your marketing efficiency depends on where and when you invest your money over time. 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.

Many of us wonder if we should leave a secure job to work for ourselves—whether as a freelancer or to start up our own agency. Discussing important things to consider before making this decision, sharing highs and lows and top tips for anyone wanting to take the leap.

We've focused on tracking what users do—clicks, pageviews, conversions—but analytics teams still struggle to answer the question stakeholders 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 digital signals or through AI.

How Google Trends can be used to understand what's happening around us and how businesses should be thinking about it. Also discusses the new Trends API, which provides an improved data model and introduces a scalable way to access Search trends data.

A critical review of server-side data collection, examining whether the main benefits of server-side tagging have much to do with marginal gains in data quantity. An honest look at a much-hyped and often misunderstood technology.

Exploring whether it makes sense to target different experiences to different customers, and how to determine if concurrent A/B tests might be interfering with each other. Covers what interactions are, ways to model them in analysis, and a straightforward statistical approach.

Panel discussion on the impact of AI on education and knowledge sharing in the analytics industry.

With AI agents now browsing websites and interacting with interfaces, how do businesses and data teams know when behaviour on a website is human or an agent? Covers tracking agentic experiences, how users discover content through AI interfaces, and how to track the different AI touchpoints users have.

Organized excursion crossing the Danube underground.

Effectively measuring performance of projects, campaigns, and initiatives should be a foundation for any data analytics program. Topics 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.

How to get past griping about GA4 and figure out if it's worth switching to a different platform. Sharing experiences evaluating 20+ analytics tools and helping organizations actually migrate to newer platforms. Focused on practical evaluation and migration methods.

Exploring the uncertain future of third-party tags (mainly JavaScript/cookie-based integrations) in digital advertising, highlighting technical and organizational challenges. Discusses what would be required to make these integrations more robust and how organizations must weigh efficiency against privacy, compliance, and long-term sustainability.

Building an automated anomaly detection engine for GA4 that detects patterns early, across thousands of metrics and segments, and alerts in close to real-time. Covers how to train and run ML at scale, where BigQuery AI functions fit in, privacy concerns, and how to suppress noise to let true signals emerge.

A practitioner's account of building repeatable consent operations using LLMs: capturing consent research in ChatGPT projects, formalizing SOPs in canvas, and using Claude with MCP servers to standardize GTM containers. Also covers limits—token ceilings, instruction drift, and why consent automation still requires human judgment.

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

We're trained to spot problems—search for anomalies, investigate drops, explain spikes, and fix what's broken. This problem-focused mindset is a great strength but comes with a hidden cost. Applying familiar analytical frameworks to our own thought patterns, emotions, and reactions, exploring how constant problem-orientation can affect focus and creativity.

Connecting the dots between data and action is the last mile of turning analytics into value. The Activation Framework is a high-level concept to help navigate the way from data to action with simple questions and examples—all in the context of AI eating the world.

Discussion on the future direction of the digital analytics industry with several conference attendees.