Agenda
9:00 AM - 9:15 AM
OPENING
Language: English,
9:25 AM - 9:55 AM
Data Is the Lifeblood of AI — Not Just Its Foundation
Franziska Eickhoff, Chief Data & Analytics Officer (DACH) at L’Oréal
After 5 years running local tools and resources, we're opening a new chapter: more centralization, more AI readiness — all while still restructuring the team and delivering local business needs in parallel. This talk shares what it actually takes to shift from building dashboards and data structuring to generating real insights, and why data must become the blood, not the basement, of an AI-ready organization.
Level: Beginner, Language: English,
10:05 AM - 10:35 AM
High Traffic, Higher Accuracy: Marktplaats’ Journey to Managed Server-Side GTM With Stape
Anastasia Shcherbakova, Lead Product Analyst at Marktplaats Serge Shkvarnytskyi, Sales & Partnerships Lead at Stape
Managing high-volume traffic shouldn't mean compromising data quality or burning budgets. Join Marktplaats and Stape as they reveal how one of Europe’s leading marketplaces solved tracking reliability, navigated the buy-vs-build dilemma, and implemented managed server-side GTM to achieve higher accuracy, lower infrastructure costs, and dynamic scaling.
Level: Intermediate, Language: English, Target Audience: Analytics Leads & Product Analysts; MarTech Architects & Engineering Leads; E-commerce & Marketplace Operations Executives
10:45 AM - 11:15 AM
From Dashboards to Conversations: Building a Semantic Layer for AI-Powered Analytics
David Sandowski, Head of Analytics at Kleinanzeigen
Traditional BI has long relied on static dashboards, analyst-driven reporting, and business logic locked inside proprietary tools. As a result, organizations face costly migrations, growing backlogs, and limited data democratization. In this session, David will share how Kleinanzeigen is moving to a foundation-first, AI-ready data ecosystem. Rather than relying on static dashboards, the goal is to enable anyone to explore data through natural language. He will explain how building a tool-agnostic semantic layer creates a single source of truth, makes data AI-readable, and allows analysts to shift from report builders to orchestrators of AI-driven analytics.
Level: Intermediate, Language: English, Target Audience: Data People
11:15 AM - 11:40 AM
COFFEE BREAK
11:40 AM - 12:10 PM
Closing the Data Gap: Offline Intelligence to AI Powered Success
Kathy Connolly-Livings, Head of Performance Marketing at British Gas
Discover how British Gas eliminated marketing blind spots to drive growth, and the blueprint used to pipe offline intelligence (such as Salesforce revenue) into GMP, feeding Google AI to shift from lead-volume to high-value sales.
What you’ll learn:
Proven Approach: How we scaled sales by 335% and boosted ROAS using Value-Based Bidding
Actionable Roadmaps: Insider learnings on how to activate your own first-party data journey from collection to mature activation.
Level: Intermediate, Language: English, Target Audience: Digital Marketers
12:20 PM - 12:50 PM
The Fuel for your Performance Engine: How Puma unleashes Google AI With Data Strength
Kenan Atalay, Sr. Global Analytics Product Owner at PUMA
The session guides you through a clear framework for data activation and demonstrates how solutions like Google Tag Gateway (GTG) and Enhanced Conversions sustainably increase ROI. Additionally, experience the approach, success factors, and results of the GTG implementation.
Level: Intermediate, Language: English, Target Audience: Digital analytics and marketing practitioners
12:50 PM - 2:00 PM
LUNCH BREAK
2:00 PM - 2:30 PM
TBD
2:40 PM - 3:10 PM
Building an AI-powered Marketing Intelligence Workflow
Anders Råve, Head of Consulting and Analytics at Layer Evan Kaeding, Global Director of Solutions Engineering at Supermetrics
The real AI wall isn't the tech. It's trust. At Layer, one conversational interface built on Claude and MCP connectors reports on performance across 70+ client accounts and every major channel, and writes changes back to the ad platforms with one-click human approval. Monthly reporting per client went from 10 hours to 20 minutes.
This session opens up the architecture that made it possible: a knowledge layer, a context layer, an integration layer, an agent layer and an execution layer, held together by governance. Nothing ships without human approval, and GDPR and adoption tracking are part of the design. Layer and Supermetrics share the ~200 hours of testing behind it, the release we refused to ship, and why they had to systematize the whole business, not just the tech.
Level: Intermediate, Language: English, Live Streaming: Yes Target Audience: Medium
3:20 PM - 3:50 PM
From Insights to Impact: Building a Scalable Experimentation Program
Jan Marks, Director Strategic Accounts & Partnerships, DACH at Wingify Sonil Luthra, Global Head of Product Consultation at Wingify
Data reveals where users struggle, but rarely why. AI-powered conversion optimization bridges this gap by combining quantitative insights with qualitative behavioral analysis, generating actionable hypotheses and validating them through experimentation. Discover how to turn data into action, build a scalable optimization program, and drive measurable business impact.
Level: Intermediate, Language: English, Live Streaming: Yes Target Audience: Data & Analytics experts and leaders, as well as product professionals
3:50 PM - 4:10 PM
COFFEE BREAK
4:10 PM - 4:40 PM
AI-Powered Audiences: Driving Personalization With Vertex AI & GA
Eric Betz, Senior Product Manager Data & Analytics at Mercedes-Benz AG Julia F. Kost, Senior Consultant at Mercedes-Benz Consulting GmbH
Discover Mercedes-Benz's innovative Proof of Concept leveraging Vertex AI for advanced audience segmentation, built upon their GA4 setup. This session delves into the practical implementation, key findings, and strategic insights from using AI to refine customer understanding. We'll explore the challenges, successes, and the assessed value of this use case in driving enhanced personalization and marketing effectiveness within an enterprise environment.
Level: Intermediate, Language: English, Target Audience: GA Product Owners/Managers, Data Enthusiasts, Data Analysts, Marketers, Media Manager
4:50 PM - 5:20 PM
Talk to Your Data: From GA to AI Agents
Andreas Kötter, Agentic Data Cloud Specialist at Google Cloud
Gain more insights by linking your Google Analytics data with other relevant 1st and 3rd party data and build agents that allow easy conversations with this data in natural language.
Level: Intermediate, Language: English, Target Audience: Data Analysts who want to build agents for their business users
5:30 PM - 6:00 PM
Google Analytics: The AI-Powered Platform for Cross-Channel Growth
Christina Brennan, Product Manager at Google
The measurement ecosystem has reached a critical inflection point, with analytics shifting from passive reporting to active, AI-assisted decision engineering. In this session, Product Manager Christina Brennan discusses the foundational shifts and how Google Analytics is adapting. Designed for intermediate users, this session unpacks how GA is evolving and outlines how conversational AI and LLMs are integrated across the ecosystem.
Language: English, Live Streaming: No
6:00 PM - 6:30 PM
HACK CHALLENGE AWARD + CLOSING
Language: English,
10:05 AM - 10:35 AM
Hack Challenge
Hans Ratzmann, Founder & Digital Marketing Consultant at quiteBOLD Matthew Brandt, Decision Engineer, Data Educator & Consultant at mattytwoshoes
5 people. 5 minutes. 1 hack each. You pick the winner.
Language: English, Target Audience: Everyone
10:45 AM - 11:15 AM
Beyond the Dashboard: Lessons From a Year of Building Data Strength
Dan Golding, Digital CRO & Analytics Lead at British Heart Foundation
In this session, Dan Golding, Digital CRO & Analytics Lead at the British Heart Foundation (BHF), will take us behind the scenes of a year spent building Data Strength together with TRKKN.
The BHF funds more than £100 million of lifesaving research into heart and circulatory diseases every year. But navigating fragmented data, increasing privacy restrictions and lost signals presents its own challenge.
Over the past year, BHF has worked on strengthening its measurement foundation, recovering 15 to 30% more visibility across digital touchpoints, including a 16% increase in attributed donations through Enhanced Conversions and an 8% boost in attributed conversion value through Google Tag Gateway.
This session goes beyond the results to look at the vision vs. the reality: what worked, what didn’t, and what BHF learned along the way.
Level: Beginner, Language: English, Live Streaming: No Target Audience: Digital analysts, web analysts, product managers, marketing specialists – government/charity workers especially
11:15 AM - 11:40 AM
COFFEE BREAK
11:40 AM - 12:10 PM
From Install to ROI: Building a Mobile App Attribution Setup
Michal Nováček, Founder at Measure Apps
This case study walks through a real mobile app measurement setup built. Real setup, real tradeoffs from the project. The case study covers how to track install sources, send conversion data to ad platforms for activation, and prove ROI on mobile marketing spend. I go deep on iOS measurement, where SKAN and ATT make attribution harder than most marketers expect.
Level: Intermediate, Language: English, Target Audience: Web Analysts, CRO specialists, online marketing specialists, CMO
12:20 PM - 12:50 PM
Ask Us Anything
Juliana Jackson, Digital Marketing Leader, Applied AI & Data Science at Standard Deviation Podcast Simo Ahava, Co-founder at Simmer
Language: English, Target Audience: Everyone with sharp questions
12:50 PM - 2:00 PM
LUNCH BREAK
2:00 PM - 2:30 PM
Creative Effectiveness on YouTube: What 100+ Video Assets Taught Us
Juliana Jackson, Digital Marketing Leader, Applied AI & Data Science at Standard Deviation Podcast
Google’s ABCDs turn ten next year. Do they still hold up? A lot has changed. Demand gen thinking has infected every format. The best ads are answers, not interruptions. And YouTube has evolved from a viewing destination into a cultural force, pulling audiences from passive scrolling to participation to full permeation. The path from curiosity to checkout has never been shorter, or more competitive.
Juliana will look into what a decade of YouTube creative actually teaches us, why creative intelligence matters more than ever when the funnel is just a conversation, and how to achieve it. She will dive into where creative insight meets performance data, what asset contribution really tells you about your campaign, and how to write better briefs, because in 2026, a great brief is a translation of signals into creative direction a team can actually execute.
Language: English, Live Streaming: No Target Audience: Head of Creative Strategy, Head of Performance Marketing, Digital Marketing Manager, Paid Media / YouTube Ads Specialist
2:40 PM - 3:10 PM
Holistic Media Efficiency Measurement via DV360 and CM360
Franziska Rasche, DV360 Sales Lead at Google
Learn how to leverage CM360 and DV360 reporting to uncover deduplicated reach and frequency insights across publishers, DSPs, IO and social buys. We'll share the most impactful, underutilized reporting features and actionable use cases to optimize your cross-channel media strategy.
Level: Intermediate, Language: English, Live Streaming: No Target Audience: Digital analytics and marketing practitioners, Programmatic Media Buyers
3:20 PM - 3:50 PM
The MMM Journey: Planning, Challenges, Learnings, and Next Steps
Niklas Herzog, Paid Media & Analytics Project Specialist at Adolf Würth GmbH & Co. KG
This session takes a practical look at the journey of building a Marketing Mix Model in a complex multi-channel environment. It highlights project planning, key challenges around data availability and model interpretation, early learnings from the process, and the questions that still remain.
Level: Beginner, Language: English, Target Audience: Marketing professionals, project leads, and decision-makers who want to understand Marketing Mix Modeling from a practical perspective
3:50 PM - 4:10 PM
COFFEE BREAK
4:10 PM - 4:40 PM
Dashboards Are Dead. Long Live Context. Why AI Agents Need a Thin Layer, Not a Fat Warehouse
Dr. Tim Wiegels, Founder at Tim Wiegels Data Solutions
Connect your data to an AI agent via MCP, ask a question, get a tailored dashboard in minutes. So why are we still building dashboards nobody opens? Tim Wiegels shows what agentic analytics already delivers today, and why the same model jumps from 21% to 95% accuracy once the structure underneath is right. The answer isn’t a bigger warehouse. It’s a thin layer: clear identities, clean access and definitions a machine can actually read. Expect strong opinions, real examples and an honest look at where the warehouse still wins.
Level: Intermediate, Language: English, Live Streaming: No Target Audience: Analysts, marketing and data leads, executives, and anyone who owns or pays for dashboards and reporting
4:50 PM - 5:20 PM
Beyond the Forms: Agentic Lead Enrichment and Modern Lead Attribution
Caroline Vidal, Senior MarTech Engineer at DFDS
In B2B marketing, optimizing spend against raw form submissions means optimizing for noise. This talk covers a cross-cloud approach in two parts. Part one: LLM agents automate lead enrichment and scoring in minutes. Part two: identity stitching and SQL connect those scores to revenue-weighted channel attribution.
Level: Medium, Language: English, Target Audience: MarTech and analytics engineers, data professionals, and digital leaders working on B2B lead generation and attribution
5:30 PM - 6:00 PM
The Future of the Analyst in an AI World
Mark Palfreeman, Senior Business Intelligence Manager at Flutter UKI
What happens to analysts when AI can do the analysis? This talk argues the human skills — storytelling, context, influence — matter more than ever, and explores what's coming next, including the move away from traditional BI tools towards AI-built HTML dashboards.
Level: Beginner, Language: English, Target Audience: Analysts and Analytical Leaders
6:30 PM - 1:00 AM
DINNER + AFTERSHOW PARTY
Seminars
Hands-on and interactive sessions on November 4, 2026 hosted by our Google Marketing Platform & Google Cloud certified experts
Conference
One day conference on November 5, 2026, incl. 20 sessions on 2 stages, catering and aftershow party