Agenda

9:00 AM - 9:15 AM
WELCOME INTRO

9:25 AM - 9:55 AM
What's New and What's Next for Google Analytics

Brian Stark, Group Product Manager at Google

Now that we are past the Universal Analytics sunset, we will talk about the recent developments in Google Analytics as well as the future direction we expect the product to take.

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

10:05 AM - 10:35 AM
The Positive Effects of Consent Mode at L'Oréal

Franziska Eickhoff, Chief of Data & Analytics Officer DACH (CDAO DACH) at L’Oréal

Consent Mode is a crucial feature for us to preserve measurement for analytics and export functionalities to Google Marketing Platform (GMP) products while ensuring compliance with GDPR, ePrivacy, and the Digital Markets Act. Moreover, it has a positive impact on our conversion measurement capabilities while respecting user privacy preferences. Discover the unique structural process of how L'Oréal has implemented this in their setting.

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

10:45 AM - 11:15 AM
Using AI to Understand Customer Expectations and Satisfaction—Two Real Stories

Juliana Jackson, Digital Marketing Leader, Product Expert, as well as Content Creator and Co-host at Standard Deviation Podcast

Join Juliana's session for a deep dive into how natural language processing, textual entailment, and specialized language models can unlock insights into search intent and customer voice. Juliana will walk you through two real-world case studies—one with Starbucks EMEA and another with a finance company. This session will showcase how combining SEO and CRO with data science leads to optimized, people-first content that drives meaningful experiences.

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

11:15 AM - 11:30 AM
COFFEE BREAK

11:30 AM - 12:00 PM
Treat Your CRO Program as a Product!

Annemarie Klaassen, Lead CRO at VodafoneZiggo

Do you want to make your CRO program a success within your company? Then it is essential to treat your CRO program as a product. This means applying the same strategies you would use when launching a new product. What are these strategies? Annemarie will share these in her presentation with concrete examples from VodafoneZiggo where they have successfully applied these.

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

12:10 PM - 12:40 PM
Drive the Change With GA4

Eric Betz, Product Owner Data & Analytics at Mercedes-Benz Julia F. Kost, Senior Consultant at Mercedes-Benz Consulting

The last few years have been characterized by challenges when it comes to Google Analytics - data protection, missing features, and new things to learn. Let's look back at the migration of GA4 for Mercedes-Benz to see how we mastered these challenges, what we learned, and what best practices we derived from this time. * Retro of challenges * GA4 approach (globally scalable setup, blueprints, efficient implementation, ensure data privacy and holistic enablement and rollout concept) * Deep Dive—Approach and sGTM Case Study * Deep Dive—GA4 Enablement Program

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

12:45 PM - 2:00 PM
LUNCH BREAK

2:00 PM - 2:30 PM
Maximize Your CRO ROI!

Ton Wesseling, Founder of Online Dialogue, Conversion Hotel, and The Experimentation Culture at

Ton opens up his CRO toolbox, based on more than twenty years of experience. Success in conversion optimization revolves around three elements: 1. understand the entire customer journey 2. understand where to optimize 3. create valuable changes Learn Ton's tips and tricks during this session, so you can get better results from your CRO efforts and grow faster than your competitors. Slides will not be shared.

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

2:40 PM - 3:10 PM
How PUMA Established a Privacy-Centric Global Analytics Setup

Kenan Atalay, Global Product Owner Web Analytics at PUMA

PUMA established a global future-proof GA4 framework for their app and websites for all their 30+ markets. Learn how they overcome 3P deprecation and technical challenges using first-party setup with Server-side Tracking. All the while focusing on user privacy by implementing a privacy-compliant tracking solution with Consent Mode.

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

3:20 PM - 3:50 PM
The Evolution of Experimentation @ANWB

Michaël Hamelinck, Lead Web Analysis and Conversion Optimization at ANWB

Discover how a small team of three grew an experimentation-first culture over nine years, now scaling across the organization. Learn key strategies for securing stakeholder buy-in, navigating organizational changes, and transforming experimentation into a core driver of growth and innovation.

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

3:50 PM - 4:05 PM
COFFEE BREAK

4:05 PM - 4:35 PM
Data-driven Is DEAD—Spark Life Into Data With Use Cases

Dr. Tim Wiegels, Founder | CDO on Demand at Tim Wiegels Data Solutions

WOW—you have built the perfect data warehouse and a sophisticated reporting structure—but no one is using it? Let's talk about why it is time to prioritize the unconventional ideas of your stakeholders. Discover how use cases, North Star KPIs, and KPI trees can make your business speak the same language and empower your data to drive the right decisions!

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

4:45 PM - 5:15 PM
From Data to Decisions—Tailoring B2B Marketing Strategies at METRO Markets

Giorgio Ebbeling, Head of Digital Marketing at METRO Markets Markus Nutz, Data Engineering & Science Lead at METRO Markets

At METRO Markets we are always striving to optimize our marketing spend, especially when it comes to attracting business customers. Understanding the complex ecosystem of lifetime values, product margins, and our marketing costs is crucial for providing tailored solutions for this customer group. In our latest initiative to enhance our digital maturity, we have implemented a specialized end-to-end solution for B2B customer acquisition. This system integrates data from our marketplace with Google Ads and GA4, utilizing our custom-developed feed tool and various Google Cloud services such as BigQuery, Dataflow, and Batch to streamline marketing spend in our six operational markets.

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

5:25 PM - 5:55 PM
Building Data Solutions With the Google Cloud Data Analytics Platform

Lisa Heinreichsberger, Data Analytics Specialist at Google Cloud Germany

How can you leverage the Google Cloud Data Analytics Platform at its best? (What's the big picture behind it? And why do data experts choose it? Turning big data into valuable business insights is extremely relevant for companies in a fast-growing and ever-changing market. Google BigQuery is the foundation for data practitioners to be able to analyze and share data, also across clouds, with built-in machine learning for all types of data. Take a look and see for yourself.

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

6:00 PM - 6:30 PM
CLOSING

6:30 PM - 1:00 AM
DINNER + AFTERSHOW PARTY

10:05 AM - 10:35 AM
A Framework for Resolving User Identities in BigQuery Using DBT & GA4

Vincent Crochet, Co-founder & Head of Engineering at Human37

For anyone struggling to build a customer 360° view on top of GA4 data in BigQuery, this session introduces a new framework to resolve identities. During this session, we'll walk through the challenges that come with identity resolution using GA4 as a data stream and show you step by step how it can be resolved using a framework that we have open-sourced. The objective is for you to walk away with the tools you need to build your own custom 360° view.

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

10:45 AM - 11:15 AM
Revolutionizing Data Centralization & Activation for PepsiCo With Google Cloud Platform (GCP)-hosted CDP

Cemre Şahin, Digital Data & Growth Marketing Manager at PepsiCo

Recognizing the inefficiencies of managing data across multiple platforms, PepsiCo needed an agile solution in able to centralize and activate 1PD generated by its promotion and loyalty app, KazandiRio. Explore how PepsiCo, TRKKN and Google teams worked together to create an agile and automated solution to generate granular business segments within a single platform, gain a unified customer view, and activate those segments in paid media.

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

11:15 AM - 11:30 AM
COFFEE BREAK

11:30 AM - 12:00 PM
Red Bull’s Solution to Anonymize User Data in Google Analytics

Maximilian Plötzeneder, Senior Digital Analytics Manager at Red Bull Media House

Explore how to maximize privacy standards in Google Analytics by looking at Red Bull's pioneering approach towards data anonymization. Learn more about the various enhancements, anonymization techniques as well as challenges and discover the innovative process from data transmission to analysis.

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

12:10 PM - 12:40 PM
Decision Science—Making Better Decisions With an Easy 5-Step Process

Matthew Brandt, Decision Engineer at Well Gesundheit AG

Learn the essence of good decision-making by understanding their purpose and impact. Discover how to flip the traditional “answer this question” equation on its head and, instead, focus on valuable business initiatives. Using interactive examples you will walk away with a clear understanding of how to make better decisions!

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

12:45 PM - 2:00 PM
LUNCH BREAK

2:00 PM - 2:30 PM
Seamless GA4 Tracking–Hardcoded Data Integration Without GTM or gtag.js

Fiete Mensing, Web Analyst at Thalia Bücher GmbH

Migrating to GA4 requires gtag.js or GTM. Doesn’t it? This session will challenge the traditional approach and demonstrate how to track data through hard-coded requests sent directly to the GA4 servers. The alternative technique bypasses the need for GTM or gtag.js, providing a customizable solution. Common mistakes and errors encountered during implementation will be discussed, as well as the approach Thalia has taken to ensure predominantly reliable data tracking.

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

2:40 PM - 3:10 PM
Key Components to Successfully Run a Scalable Experimentation Program

Sofia Staaf, Senior CRO & Personalization Consultant at Self-employed

While many organizations aspire to be data-driven, few realize the true potential and value of running an experimentation program. A CRO superhero might be in place, running a few A/B tests per month. But how do you transition from sporadic testing to a scalable experimentation program that fuels growth? Don't miss out on the cornerstone insights to elevate your experimentation program to the next level.

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

3:20 PM - 3:50 PM
Panel Discussion: Why vs How—When Privacy Legislation Hits Reality

Christian Carlsson, Global Head of Addressability Solutions at LiveRamp Siobhan Solberg, Deliverer of Harsh Truths and Data Protection Advisor at Raze Consulting

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

3:50 PM - 4:05 PM
COFFEE BREAK

4:05 PM - 4:35 PM
Panel Discussion: User Journey Optimization—A Theoretical Concept Failing Due to Internal Company Structures?

Alberto Fuchslocher, Senior Conversion Rate Optimization Manager at Eventim Beate Brockmeier, Head of Innovation & Growth at Comparis.ch AG Giorgos Tagaris, Head of Performance & Growth Marketing, International Markets at IU Group Kathrin Geldmacher, Conversion Optimization Manager at Statista

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

4:45 PM - 5:15 PM
How Data Literacy Initiatives Can Drive Company Success

Sophia Strohmeier, Data Literacy Manager at mobile.de

* What is data literacy about? * Why does it matter? * How to drive data learning for all employees and enable the use of self-service analytics? How to measure the success of these initiatives? * Best practices sharing on impact for the business at mobile.de

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

5:25 PM - 5:55 PM
Cross-platform Tracking With Google Analytics 4 and Firebase

David Vallejo, Analytics Engineer at Analytics Debugger

This session delves deeply into the synergies between Google Analytics 4 (GA4) and Firebase for cross-platform tracking, aiming to educate attendees on effectively integrating and utilizing these tools for comprehensive analytics across web and mobile applications. Led by David Vallejo Sanz, the session will cover the fundamentals of GA4 and Firebase tracking, the best practices for cross-platform tracking, and techniques for understanding user behavior across different platforms. It will also explore advanced tracking methodologies, common pitfalls, and essential debugging tips. This talk is perfect for professionals looking to enhance their analytics capabilities in a multi-platform environment.

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

Seminars

Hands-on and interactive sessions on October 8, 2024 hosted by our Google Marketing Platform & Google Cloud certified experts

Get Your Ticket

Conference

One day conference on October 9, 2024 incl. 20 sessions on 2 stages, catering and aftershow party

Get Your Ticket