Agenda

9:00 AM - 9:15 AM
WELCOME INTRO

9:25 AM - 9:55 AM
Google Analytics 4 – Under the Hood

Brian Stark, Group Product Manager at Google Obi Osuji, Global Product Lead at Google

GA4 is a significant departure from Universal Analytics in terms of the data model and performance. In this talk, we will discuss the architecture of GA4 and how it translates into features and performance. A large portion of the talk will be spent discussing the different reporting interfaces and how they function.

Level: Intermediate, Language: English, Live Streaming: No

10:05 AM - 10:35 AM
Implementing Server-side Tracking (GTM Server) on a Global Scale

Alejandro Zielinsky G., Global Digital Tracking/Measurement Lead at HelloFresh

At HelloFresh, we take our data collection very seriously. We have been using server side tagging through GTM server since mid-2021 and this has helped us achieve more control over our user's tracking in our platform, present in over 17 countries, 30 websites and 12 apps. Which problems did it help us solve? How did it streamline our tagging implementation? And how it is helping us to comply with an increasing need for user privacy especially with recent EU regulation? All of this using Google Cloud Platform different services, our own custom templates in both GTM client and server and no additional/external libraries or scripts. In this session, we want to share the technical solution with you that helped us achieve this so it can work as a template for others.

Level: Intermediate, Language: English, Live Streaming: Yes

10:45 AM - 11:15 AM
From Marketing Data Warehouse to Customer Data Activation – The Start of an Exciting Journey

Glenn Vanderlinden, Co-founder & Solution Architect at Human37

Most marketing-oriented Google Cloud Platform projects start with a marketing data warehouse. However, this is only the beginning of your customer data journey. This talk will dig into the different use cases, developments and architectures that will enable you to activate your data as well as what to consider when making those choices.

Level: Beginner, Language: English, Live Streaming: Yes

11:15 AM - 11:30 AM
COFFEE BREAK

11:30 AM - 12:00 PM
Leverage a Custom Built Attribution Model Through Google Cloud Platform

Martijn Hosten, Manager Digital Analytics Belgium & Netherlands at TUI

We have built our own in-house attribution model fully hosted on Google Cloud Platform and connected to multiple platforms like Google Ads, Smartly, Meta, Criteo,... As such we have a fully-automated, stable, state of the art attribution model to do budget allocation, reporting and bidding. The basis of all of this is our Google Analytics (UA360) data, which we manipulate in BigQuery and model it on a virtual machine (Compute Engine) on Google Cloud. Results are then pushed back to BigQuery, Digital Marketing platforms and Looker Studio. Other features that we use are: Cloud Scheduler, Cloud Functions, Pub/Sub, Cloud Logging, Cloud Storage,... By combining all of these we end up with an error-proof, cost-efficient attribution process. Every connection with a Digital marketing Platform has a custom process below in the background in order to be completely tailored to the technical requirements.

Level: Intermediate, Language: English, Live Streaming: Yes

12:10 PM - 12:40 PM
Why Your Conversion Optimization Rate Program Isn't Taking Off

Marianne Stjernvall, Founder at The Queen of CRO

One way is of course your CRO-program. With a clear methodology of gathering data, generating insights and testing hypotheses, it’s a no-brainer! But why then are so many CRO-programs still not creating the value it could? Teaser: It has to do with data and analytics, and we’re going to deep dive into this together.

Level: Intermediate, Language: English, Live Streaming: Yes

12:45 PM - 2:00 PM
LUNCH BREAK

2:00 PM - 2:30 PM
Launching a Customer Data Platform with Google BigQuery and Analytics

Alexander Krull, Senior Process- & Project Manager at bonprix

In my talk, I will give you an overview of how we were breaking data silos and integrating different data sources at bonprix by launching a Customer Data Platform (CDP) with BigQuery and Analytics to create a single truth of source and robust customer 360 view. I will share my insights on how the CDP helps us drive personalization and offer tailored content to visitors and build a robust solution tackling 3rd party cookie deprecation. You will learn about our exciting journey on defining and experimenting different use-cases, reviewing business value and scaling the profitable ones.

Level: Intermediate, Language: English, Live Streaming: Yes

2:00 PM - 2:30 PM
[TALK]

2:40 PM - 3:10 PM
From the Data Source to the Reporting on Google Cloud Platform

Peter Sandmann, Head of Data Platform at FUNKE Digital

This talk is a behind-the-scenes look at FUNKE Digital GmbH. You will get insights on how data from more than 40 different data points is being connected with solutions such as Composer, cloud run and dataflow and automatically modeled at the earliest possible stage through the interaction of dataform / BigQuery. In addition, you will learn from Peter how the connection and modeling is monitored and the data quality is ensured for the amount of data sources.

Level: Intermediate, Language: English, Live Streaming: Yes

3:20 PM - 3:50 PM
Creating an Analytics Data Hub in Google Cloud

Matthias Kozielski, Lead Web Data Science at Eventim

Creating an Analytics Data Hub in Google Cloud can be established in different ways, since the potential and variety of services on GCP is enormously versatile. My presentation will look at the use case from three angels, highlighting the technical perspective of the tech stack, the pitfalls to be aware of during development and operation, and clearly show the benefits for end-users such as analysts.

Level: Intermediate, Language: English, Live Streaming: Yes

3:50 PM - 4:05 PM
COFFEE BREAK

4:05 PM - 4:35 PM
[TALK]

4:45 PM - 5:15 PM
How Managing Data as a Product Can Maximize Business Value at Scale

Thanassis Thomopoulos, Head of Global Marketing & Advertising Analytics at Adevinta

Now that data has been the new oil for the past 10 years, how do you actually structure an 8.000 people company to rely on data as a profitable asset? The story of a journey still being written, but whose first chapters are real page-turners.

Level: Beginner, Language: English, Live Streaming: Yes

5:25 PM - 5:55 PM
Marketing Analytics with Google's Data Cloud – What to Expect in 2023

Ksenia Nekrasova, Data Analytics Specialist at Google Cloud

This session will provide a technical overview of Marketing Analytics solutions on top of Google Cloud, related to product integrations, technology trends and outlook into the requirements of the businesses on unifying and personalizing customer messaging.

Level: Intermediate, Language: English, Live Streaming: No

6:00 PM - 6:10 PM
CLOSING

6:30 PM - 2:00 AM
DINNER + AFTERSHOW PARTY

10:05 AM - 10:35 AM
[TALK]

10:45 AM - 11:15 AM
Conversion Rate Optimization and Other Ecommerce Diseases

Irina Dubovik, Head of Digital Analytics at KAISER+KRAFT

What’s wrong with Conversion-Rate-Optimization? Why are we talking about a user-centric approach, ignoring crucial customer journey signals and insights? How can misinterpreting of data lead you to misunderstanding of your customers’ needs? Get some answers to these and other questions that ecommerce companies may not even think of.

Level: Intermediate, Language: English, Live Streaming: No

11:15 AM - 11:30 AM
COFFEE BREAK

11:30 AM - 12:00 PM
Bring Performance and Privacy Together with Server-Side Google Tag Manager

Fabian Möschter, Advertising Solutions Architect – Privacy & Measurement at Google Tobias Scheurle, Data & Measurement Solutions Manager at Google

By moving the advertiser's tagging infrastructure to a server environment, server-side tagging offers unparalleled transparency and control over the data collected from both websites and apps. Learn how Google approaches server-side tagging with Google Tag Manager and hear how it can help your business today and in the future.

Level: Intermediate, Language: English, Live Streaming: No

12:10 PM - 12:40 PM
Data Privacy and Google Analytics – Leverage the Synergies

Adriana Kafara, Data Solution Manager at S-Communication Services Daniel Rolle, Data Solution Manager at S-Communication Services

Is Google Analytics GDPR compliant? Is Google tracking an invasion of privacy? Can we still use GA or is it already illegal in the EU? What cannot be tracked in GA and how to ensure it? Let’s find it out in this session.

Level: Intermediate, Language: English, Live Streaming: No

12:45 PM - 2:00 PM
LUNCH BREAK

2:00 PM - 2:30 PM
[TALK]

2:40 PM - 3:10 PM
GA4 Setup Using Google Tag Manager Server-side Tagging

Andrej Schadrin, Digital Analyst at MyToys.de Asiful Alam, Digital Data Engineer at MyToys.de

In this session, you will learn about MyToys.de’s experience with launching server-side Google Tag Manager (GTM) and moving GA4 tracking setup from client-side to server-side tagging. Asiful Alam will give a short overview about deployment of server-side GTM on Cloud Run engine in a Google Cloud project using Terraform template. Andrej Schadrin will share a comparison analysis between client- and server-side GA4 (difference between number of events, users etc.). As a bonus, you will see 1st-party client GTM container hosting via server-side GTM container.

Level: Intermediate, Language: English, Live Streaming: No

3:20 PM - 3:50 PM
[TALK]

3:50 PM - 4:05 PM
COFFEE BREAK

Seminars

Hands-on and interactive sessions on April 18 hosted by our Google Marketing Platform & Google Cloud certified experts

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Conference

One day conference on April 19 incl. 20 sessions on 2 stages, catering and aftershowparty

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