Superweek "Five Days of Analytics"

For early arrivals.

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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.

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?

What actually gets us out of bed and into work every day? Is it the pay cheque? The next promotion? Happy customers, a good life outside of work or maybe the feeling that we're making the world a little better? We all juggle challenges in our daily lives, but something still pulls us back each morning.

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 and the wider business.

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.

Coffee, sandwich, refreshments

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.

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.

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

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.

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. This session will discuss some important things to consider before making this decision, as well as sharing some highs and lows and top tips for anyone wanting to take the leap.

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.

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.

Server-side data proxying, particularly of the Google Tag Manager variety, is a technology that has been accepted by many technical marketers as the default configuration for forwarding marketing data from the user's browser to marketing vendors. In this talk, Simo Ahava offers a critical review of server-side data collection.

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.

Coffee, sandwich, refreshments

Everybody's talking about AI, agents, agentic applications etc. 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?

We'll take you there.

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!

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.

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.

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.

In 2025, U.S. consent compliance stopped being theoretical. Demand letters, broken CMPs, and invisible tracking made "good enough" implementations risky overnight. Consent or Chaos is a practitioner's account of building repeatable consent operations using LLMs.

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.

Coffee, sandwich, refreshments

We're trained to spot problems. We search for anomalies, investigate drops, explain spikes, and fix what's broken. This problem-focused mindset is one of our greatest strengths - but it also comes with a hidden cost. In this talk, Jeremy invites you to turn the analytical lens inward.

Connecting the dots between data and action is the last mile of turning analytics into value. Organizations tend to chase value from investments quickly, resulting in immature activation tactics.

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.

Analytics teams are being asked increasingly sophisticated questions that often feel inconceivable to answer using traditional approaches. AI is now part of everyday analytics workflows, and that shift has changed the work. Analytics has moved beyond simply reporting what happened toward explaining why it happened and supporting decisions about what to do next.

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?

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. What if there is a better way to create value from data?

Most analytics work doesn't fail because it's wrong. It fails because it quietly works for the wrong person. This is a talk about the part of analytics we rarely say out loud. The moment when technically good work goes nowhere, decisions don't change, and everyone moves on.

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.

AI acts on what data you serve it, so it is now even more important to stress the importance of knowing your current level of data quality, for you to hopefully be able to make sure it is top notch for what you need to use it for.

Coffee, sandwich, refreshments

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 punchcard@superweek.hu!

We'll take you there.

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.

This talk explores cutting-edge approaches to debugging and auditing analytics implementations directly from the client side. Moving beyond traditional debugging tools, we'll dive into leveraging browser APIs and validation techniques to create self-monitoring analytics setups.

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.

Why do rigorous attribution models still fail to predict market reality? Drawing on Friedrich Hayek's critique of 'scientism' and Francis Galton's ensemble theory, this talk exposes the structural limits of modern marketing science.