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: Mastering Looker Studio For Marketing
Adam Finer
What You Will Learn:
-Introduction to Looker Studio: Understand the basics of Looker Studio and how it fits into your marketing tech stack.
-Data Integration: Learn to seamlessly connect Looker Studio with various data sources from marketing platforms to Google Analytics to spreadsheets and more.
-Building Dashboards: Master the art of creating intuitive and insightful dashboards that provide a comprehensive view of your marketing performance.
-Data story-telling: Discover how to use all of Looker Studio’s data visualisations to highlight key metrics and trends.
-Data Management: Take ownership of your data by using data hubs to set up and manage ETL data pipelines and build a data warehouse that serves your reporting needs
-Collaboration & Sharing: Learn how to collaborate with your team and share reports effectively across your organisation.
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/