Agenda
9:00 AM - 9:15 AM
WELCOME INTRO
9:25 AM - 9:55 AM
10:05 AM - 10:35 AM
AI Agents for Business Impact
Dominik Nowatschin, Sr Data Scientist at Tchibo GmbH Jonas Warmuth, Sr Data Scientist - GenAI at Tchibo GmbH
Showcase of one or more AI Agents in application at Tchibo
Level: Intermediate, Language: English,
10:45 AM - 11:15 AM
How UNHCR Unified Its Global Tracking Setup and Data Model Across 400+ GA4 Properties
Martin Madsen, Global Analytics & Measurement Manager at UNHCR - United Nations
Martin will explore how his team successfully scaled Google Analytics 4 (GA4) both vertically - capturing a diverse range of event types within a unified data model - and horizontally, across more than 400 custom GA4 properties globally. Learn how UNHCR designed an enterprise-scale analytics setup that assists the global organization in executing its mandate.
Level: Intermediate, Language: English,
11:15 AM - 11:30 AM
COFFEE BREAK
11:40 AM - 12:10 PM
12:20 PM - 12:50 PM
From Raw to Ready: GA4 Data Modeling for Reliable Reporting
Christin Smuda, Data Analyst & ESG Impact Team at E.ON Deutschland Jan Philipp Mölders , Data Analyst at E.ON Deutschland Saskia Klinger, Web & App Tracking Expert at E.ON Deutschland
Learn how we transformed GA4 raw data into a scalable reporting model within the Google Cloud Platform. In this session, we’ll walk you through key modeling decisions, lessons learned and the way of working in our reporting landscape —enabling efficient, reliable insights from data.
Level: Intermediate, Language: English,
12:50 PM - 2:00 PM
LUNCH BREAK
2:00 PM - 2:30 PM
2:40 PM - 3:10 PM
Beyond the Hype: Practical AI for Marketing—Without the Legal Hangover
Timo Schulte, COO at LUFTHANSA GROUP | Oscar Bravo GmbH
Oscar Bravo’s GenAI team isn’t just generating visuals—they’re building scalable, compliant, brand-safe AI workflows for Lufthansa Group. From automated copywriting and image generation to AI-powered content QA and smart prompt engineering for campaigns, they design tools that integrate seamlessly into daily marketing operations.
Level: Beginner, Language: English,
3:20 PM - 3:50 PM
AI-Powered Predictive Revenue: Supercharging Bidding Strategies With sGTM
David Grenfell, Head of Performance Marketing at Future Publishing (Go.Compare)
Join an award-winning Performance Marketing Head from a leading UK brand as they delve into Go.Compare's cutting-edge 'Phoebe' project. Discover how they used predictive AI and sGTM to solve multiple challenges including how to make optimisation real time despite lengthy conversion data windows, tackling cookie deprecation in a privacy-first world, and unlocking the full power of AI driven value based bidding at scale.
Level: Intermediate, Language: English, Target Audience: Business Marketing Teams
3:50 PM - 4:05 PM
COFFEE BREAK
4:10 PM - 4:40 PM
4:50 PM - 5:20 PM
Pioneering 2P Data Cleanrooms: L'Oréal's Real-World Lessons
Franziska Eickhoff, Chief Data & Analytics Officer (DACH) at L'Oréal
Explore L'Oréal's first 2P Data Cleanroom POC targeting 1.2M consumers. Franziska will present initial successes and the beauty market leader‘s vision for future insights. This session offers an unfiltered view, covering key challenges: pushbacks, scalability beyond retail media, and potential legal hurdles. Gain honest lessons from live data partnerships.
Level: Intermediate, Language: English,
5:30 PM - 6:00 PM
6:00 PM - 6:30 PM
CLOSING
6:30 PM - 1:00 AM
DINNER + AFTERSHOW PARTY
10:05 AM - 10:35 AM
The Metric-Driven Playbook for Scaling Experimentation
Aurora Moreno Herrera, Senior Product Manager for Experimentation at HelloFresh SE
Scaling an experimentation platform looks different at every company—but one constant remains: metrics guide the journey. The metrics we choose shape our decisions, define our priorities, and influence how we scale and mature experimentation at an organizational level. In this session, we’ll explore how different metrics align with various stages of experimentation maturity. We’ll also introduce the concept of a Quality Score for experiments—what it means, why it matters, and how breaking it down into its core components can unlock deeper trust and visibility. Whether you're just starting out or already deep in the experimentation space, this talk will offer fresh perspectives and practical ideas to help you elevate your company's experimentation culture.
Level: Intermediate, Language: English,
10:45 AM - 11:15 AM
How About You Cut Server-Side Tracking Costs by 50% on Google Cloud With Zero Data Loss
Alejandro Zielinsky, Tracking Data Solutions Engineer at About You
Making your server side GTM data collection infrastructure more cost and resource efficient. We will cover how we reduced our GCP bill by more than half by cleverly using Google Cloud's own products and stepping away from the default implementation. Without sacrificing any of the data.
Level: Advanced, Language: English,
11:15 AM - 11:30 AM
COFFEE BREAK
11:40 AM - 12:10 PM
Leads-Based ROAS: AI-Powered Google Ads Bidding Optimization
Aashi Saxena, Product Owner (Tracking & GA4 Product) at mobile.de GmbH
This session dives into how mobile.de leverages leads-based ROAS bidding to optimize Google Ads performance. Learn how client- and server-side tracking setups enable accurate data collection, how AI-driven bidding refines ad spend, and how in-house solutions are used to define lead value. We’ll also touch on third-party tools like Soteria and Google’s value-based solutions.
Level: Intermediate, Language: English,
12:20 PM - 12:50 PM
sGTM for Apps: Powerful Data Activation Use Cases at Your Fingertips
Gunnar Griese, Digital Analytics Consultant at 8-bit Sheep
Discover how server-side Google Tag Manager transforms mobile app data collection and activation through powerful backend processing. Learn practical implementation strategies that enhance privacy compliance, improve measurement accuracy, and unlock advanced user engagement opportunities.
Level: Intermediate, Language: English,
12:50 PM - 2:00 PM
LUNCH BREAK
2:00 PM - 2:30 PM
Predictive CLV Segmentation: DeFacto’s CDP and Cloud Pipeline Success
Cihan Aslanhan, Global Digital Marketing & Analytics Director at DeFacto Retail
DeFacto, one of Turkey's largest retailers with a presence in over 30 countries, boosted ROAS by 23% by re-engaging at-risk customers through predictive segmentation and integrated online/offline data. Using Google's CDP, pCLV, and cloud-based data pipelines, they optimized campaigns, reducing cost per store visit by 31% and enhancing customer engagement, showcasing the power of a data-driven approach.
2:40 PM - 3:50 PM
Live Standard Deviation Podcast
Juliana Jackson, Digital Marketing Leader, Applied AI & Data Science at Standard Deviation Podcast Simo Ahava, Co-founder at Simmer
Details will follow soon
Language: English,
3:50 PM - 4:05 PM
COFFEE BREAK
4:10 PM - 4:40 PM
Mastering the Long B2B Customer Journey With First-Party Data
Ingo Börnert, Online Analytics Manager at Evonik
Customer Journeys are longer and more complex in B2B, they require more data sources to be connected and the purchase may take months to happen. Simultaneously, a rich customer history is available, data to personalize the experience in depth. Digital touchpoints have to compete with the experience of having a dedicated account manager. 1:1 service instead of automated, impersonal processes are the norm.
Level: Intermediate, Language: English,
4:50 PM - 5:20 PM
TBD
Language: English,
5:30 PM - 6:00 PM
From Intuition to Insights: Building Travee From Gut Feeling to a Data-Driven Product
Katharina Simon, Co-Founder at Travee
This talk takes you through Travee’s journey of shifting from gut feelings to a truly data‑driven product development approach. It explores the hurdles of building without any user data, how the team gathered their first qualitative and quantitative insights to validate their AI‑powered travel guide, and how they leveraged tools like Firebase to monitor app performance and user behavior along the way.
Seminars
Hands-on and interactive sessions on November 4, 2025 hosted by our Google Marketing Platform & Google Cloud certified experts
Conference
One day conference on November 5, 2025 incl. 20 sessions on 2 stages, catering and aftershow party