Session Previews 2024
Table of Contents
Workshop: From Dashboarder to Trusted Advisor
Jim Sterne
What we’ll cover
-Fostering Data Literacy – they can’t want what they don’t understand
-Follow the Money – it’s all about income, expenses, and bonuses
-Understanding their Needs – providing advice rather than reports
-Watch Your Language – speaking Business instead of Statistics
-Being Proactive – having the courage to stick your neck out
Learn more: https://marketinganalyticssummit.co.uk/
Workshop: Enterprise Adoption of Generative AI Capabilities
Jim Sterne
What will we cover?
-Situational Awareness: assessing current use
-Executive Alignment: developing a common vision
-AI Council: monitoring innovation
-Polices and Guidelines: creating rules and regulations
-Training Rollout: educating as many as quickly as possible
-Gen AI Integration: applying to processes, products, and services
-Metrics Development: measuring which use cases are most valuable
ChatGPT ushered in a sea change in computation, and we need to change with it. Large Language Models are an entire new category of computing that can help you do (almost) everything.
We start with a brief but clear explanation of how these tools are made, what they do, and how we can use them to the best advantage.
You will walk away with some solid tactics for exploration, experimentation, and solid guidelines for creating a roadmap for bringing generative AI into your company in a controlled, methodical way.
Learn more: https://marketinganalyticssummit.co.uk/
Unlock Business Value with Server-Side Data
Doug Hall
So, you’re collecting data server side, or maybe it’s next on your strategic roadmap? Great work already! The advantages of server-side data collection are well documented: Good for data quality, user privacy, user experience, and you’re a step closer to regulatory compliance. And then what? Join Doug for this this exploration of business scenarios where server-side data collection unlocks potential, provides answers, and delivers competitive, commercial value. You’ll be able to take the business case to the board – and they’ll ‘get it’. Doug shares a plethora of use cases across industry verticals to incorporate into your data roadmap.
Learn more: https://marketinganalyticssummit.co.uk/
From Search Query to Intent with a Small Language Model
Juliana Jackson
Juliana shows how she created a Small Language Model top determine if search queries are linked to real visitor issues or purchase objections. By applying natural language processing and textual entailment (if the meaning of one text can be inferred from another) her model can improve landing pages, product detail pages, and category pages based on the content visitors search for. Learn practical strategies to apply these insights in your workflows…almost immediately. Spoiler alert: not using commercial Large Language Models!
Learn more: https://marketinganalyticssummit.co.uk/
Keynote: Imagination Engine: Generative AI as a Strategic Power Tool
Jim Sterne
GenAI changes our relationship with technology. It’s a step-change from computation and automation to inspiration and innovation. Time to take the biggest leap in technology since the advent of the Internet. Using it as a tool to crank out text and images is all the rage but is like using an 18-wheeler to go to the grocery store. It’ll get the job done, but this is a tool for improving your imagination, creativity, and analytical thinking. Time to shift your thinking about computers from data retrieving and calculating to brainstorming, strategizing, and critical thinking.
-Learn to think outside the content generation and automation box
-Get your LLM to be your prompt engineer
-Elevate your strategic, innovative, intellectual capacity
Learn more: https://marketinganalyticssummit.co.uk/
Data Literacy: The Secret Sauce for Savvy Analysts
Salman Alshuwaier
Digital analytics exists to support the entire marketing team and that requires the team to be data-ready. Salman shares his approach to transforming the marketing teams into data enthusiasts starting with the establishment of an internal baseline through surveys. Survey results are essential for creating appropriate and effective training programs. He outlines his method of fostering a data-aware culture through informal training, formal workshops, and casual office hours. If you are not dedicated to internal marketing of initial success stories, this plan cannot succeed. Salman offers a few tips, tricks, and traps for turning data skeptics into data fanatics.
Generative AI Tools for Analysts
Martin Broadhurst
Generative AI offers incredible potential for marketing analytics, but it also comes with a host of challenges and considerations. Martin explores the good, the bad, and the AI of using generative models. The potential for personalization and optimization must be balanced with the risks of bias and overreliance on automation. Martin offers up real-world examples of successful and responsible generative AI campaigns and discusses strategies for navigating potential pitfalls.
Without a Vision, Any Road Will Do
Lina Mikolajczyk
You know the steps of data maturity from data and analytics engineering and reporting, through creating data products and becoming a trusted advisor. But toward what end? Lina paints a picture of the ideal, data-forward organization as a target, a goal, an aspiration. But more than just a daydream, she offers handy templates and tactics you can use to move your team forward and define what the 3rd generation CDO and data team could look like. Every small step you make today can get you closer to the ideal.
Consent Mode: So Easy… to Mess Up
Robert Petković
Google Consent Mode is supposed to help businesses manage user consent for Google’s advertising and analytics tools. This API allows you to control consent preferences, especially regarding cookies and data collection – a variety of options that make it more common to botch the implementation than not. Robert covers the technical and the marketing/business side of using Consent Mode to properly collect the data needed for modelling, which can later be used for AI-augmented smart audiences.
What do 1,000 GTM Users Have in Common?
Phil Pearce
Phil presents learnings from a study of the top 1000 sites in UK that use Google Tag Manager. Using a combination of BuiltWith, GTMgrader, and ConsentModeMonitor Phil’s team built an automatic scoring system to assess which companies had the best technical set-ups. They clustered site`s by vertical then looked at common tags & technologies. For the top 5 best and top 5 worst, they did a deep dive into their technical set-ups using GTMspy. The winning sites were not what you would expect and the split between high quality set-ups vs paid tools varied WILDLY between brands. Phil spills the beans.