Seminars
All Things Data: A Journey from Raw Data to Real Value
Moving away from dry technical definitions, this workshop uses a real-world story to guide you through building a complete, step-by-step data pipeline. The journey begins by pulling raw data into BigQuery and cleaning it with Dataform, followed by automating the workflow and syncing cloud and on-premise systems using Cloud Composer. We then turn this data into action by leveraging Vertex AI for predictions, MCP for customer activation, and Looker for visual reporting. By the end, participants will understand how to replace isolated data silos with integrated systems that drive business growth.
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
BigQuery and SQL: Hands-on Intro (Part 1)
You will get an introduction to the BigQuery interface as well as SQL Coding. Every theoretical part will be accompanied by hands-on exercises for you to practice your SQL coding skills. If you’re looking to put your new skills into action with Google Analytics data, we highly recommend joining the afternoon seminar, “How to Activate GA Raw Data in BigQuery.”
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
Breaking Silos: Enhancing Mid and Low Funnel Activations Through AI and Cross-Departmental Collaboration
In this seminar, we’ll show how breaking down silos between AdTech, Digital Analytics, and Cloud teams can drive real digital marketing maturity. You’ll learn how to turn raw GA data in BigQuery into predictive bidding and audience strategies, use machine learning to identify high-value users, and combine media buying and analytics data to improve traffic quality and reduce bot traffic.
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
Dataform Unleashed: Mastering the Art of Data Orchestration & Agentic Analytics
This workshop is a deep dive into the modern Dataform framework, updated for the era of AI-assisted engineering. We will start by building a robust, version-controlled foundation in Dataform. Then, we will expand using the Conversational Analytics Agent to ground LLMs in your trusted Dataform-curated datasets.
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
Mastering Google Analytics: From Data Collection to Digital Growth
This comprehensive seminar bridges the gap between basic setup and advanced implementation. We begin by demystifying the GA data model, guiding both novices and veterans through the revamped interface to create a reporting environment tailored to your specific business goals. Beyond the dashboard, we dive into the "how" of data activation — demonstrating how to fuel conversion optimization and synchronize data across your marketing stack. Finally, we’ll explore GAs "superpower": leveraging built-in predictive capabilities to forecast user behavior and stay ahead of the competition.
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
Beyond Web Analytics and Attribution: How to Drive Growth With Media Effectiveness Measurement
Join us for an exclusive workshop designed for C-level executives and marketing leaders, focusing on measuring and evaluating the effectiveness of marketing activities. This session will introduce you to three fundamental tools: attribution, incrementality, and marketing mix modeling (MMM) with Meridian. We will explore not only the features of these tools but also their optimal usage, integration, and practical application. The goal is to understand their advantages and synergies, enabling you to effectively incorporate them into your annual planning and establish a continuous test-learn-improve framework.
Date: November 4, 2026, Time: 9:00 AM - 1:00 PM CET Language: English
Agent Discovery Workshop: Build Your Own Agent Prototype
The workshop will consist of multiple stages in order to create an agent prototype: In the first phase, they will define their personal business challenge: E.g. what are repetitive tasks that can be automated? What are processes or workflows that take a lot of time? Where do they lack resources, knowledge, oversight? In the second phase, they will map their business challenge into a workflow. What steps are involved, who are the stakeholders, is it just one person or multiple people, etc. In the third phase they will need to determine which kind of tool will fit the use case best, e.g. Gemini Enterprise, AI Studio, NotebookLM, etc. In the last phase they will create a first prototype of their agent in the tool the selected and try to improve the existing workflow.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English
Building AI Agents for Real Business Workflows
In this hands-on workshop, participants will explore how modern AI Agents are designed, orchestrated, and deployed using LLMs, tools, APIs, and memory patterns. Participants will understand how organizations can leverage AI Agents to automate repetitive workflows, augment employee productivity, accelerate decision-making, and build scalable intelligent systems across different business domains.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English
Creative Intelligence: Scaling High-Performing Assets Through Generative AI and Automated Optimization
In this seminar, we will dive deep into the cutting-edge intersection of Generative AI and Creative Excellence. You will discover how VEO and Nanobanana are transforming asset production by allowing for the rapid, prompt-based generation of high-quality videos and images. We will explore the technical capabilities of ViGenAir for recrafting and A/B testing video formats at scale using Google Gemini. Furthermore, you’ll learn how to safeguard your brand and maximize performance using the ABCDs Detector, an AI-powered tool that audits creatives against YouTube’s Attention, Branding, Connection, and Direction framework.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English
How to Activate Google Analytics Raw Data in BigQuery (Part II)
Learn how to activate GA Raw Data in BigQuery and gain hands-on experience in unlocking the full potential of your analytics data! The seminar will deal with the different GA data export types to BigQuery and explore the structure of raw GA tables. We’ll cover essential techniques and real-life use cases such as session building, traffic attribution, and Consent Mode data handling. Plus, you’ll get to apply your knowledge through hands-on exercises designed to help you extract valuable insights.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English
The AI Maturity Blueprint: Engineering a Next-Gen Marketing Strategy
As artificial intelligence rapidly reshapes the digital landscape, many marketing teams struggle to move past isolated AI experiments toward a cohesive, scalable strategy. The challenge lies in execution: knowing exactly where your organization stands today and mapping out a clear path forward. Join us for an intensive, four-hour seminar designed specifically for marketing decision-makers and strategists ready to lead this transformation. Learn how to benchmark your current capabilities using an **AI Marketing Maturity Assessment**, align your existing technology and team infrastructure, and architect a scalable AI strategy. We will equip you with a practical framework to move confidently from assessment to execution, maximizing campaign performance and driving long-term business success.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English
The Ultimate Feed Playbook: Scaling Shopping and Vehicle Ads with Google Merchant Center
In this seminar, we will dive deep into Product Feeds and Google Merchant Center, focusing heavily on Shopping and Vehicle Ads. You will learn the core requirements and essential implementation steps to set up flawless feeds. We’ll explore advanced data source management—including attribute rules and supplemental feeds—and show you how to troubleshoot and avoid common violations. Discover why a highly optimized feed (e.g., utilizing custom labels) is the backbone of successful Google Ads campaign management. Finally, we'll look at the future of feed optimization by leveraging AI tools like FeedGen for content generation and showcasing a custom Feed Checker to validate your feed against JSON-LD integrity.
Date: November 4, 2026, Time: 2:00 PM - 6:00 PM CET Language: English