Duga had the privilege of attending the Marketing Analytics Summit in London last week (October 24-25).
Our Director of Analytics, Doug, joined a stellar lineup of speakers as part of two packed days of content and networking.
The Duga presentation was on the topic of the Strategic Value of Server-side data collection - going beyond the tactical "badge of honour" and looking at actually how server-side delivers value with 5 simple to follow use cases.
Conference highlights included an on fire presentation by Craig Sullivan. Craig pulled zero punches as you'd expect if you've ever seen this force of nature presenting before - crop him a line to find out more about how he single handedly fixed the GA4 device graph for you - thank me later.
Neil Mason advocates for an Offensive strategy and a Defensive strategy. This is thought provoking in terms of being decision centric to define measurement tactics - this means start with the goal in mind and work back to what is needed.
Ian Thomas provoked deep though on the use of gen AI in replacing third party cookies - how to fix the internet! Let's leave it better than we found it, okay?
Lina Mikolajczyk shared a wealth of amazing experience and introduced the concept of the first, second and third generation CDO - which one are you and how can you aspire to be truly third generation - not just for "reporting"?
A masterclass in presentation and knowledge sharing around CoMo was delivered by Robert Petković - a true rockstar in every sense of the word.
Martin Broadhurst proves that every day can be a school day - amazing insight into real world practical day-to-day use of gen AI that we can all benefit from. don't ask the AI to analyse your raw data - tokenisation risks confusion and hallucination - rather ask it to provide the Python code to do the analysis for you. Simple and smart!
Huge thanks again to the whole MAS team, and of course, to Jim Sterne - a legend.
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