Just get on the plane and let us bring you into a week of pure digital analytics. We will shuttle you straight from the airport to the conference venue where your days will be filled with seminars and events that SUPERWEEK has become synonymous with.

BIG AGENCIES KILL INNOVATION: SIZE MATTERS AND SMALLER IS BETTER

Doug Hall
Duga Digital - Casefabre, France

After thirty years in digital, I’ve seen what happens when creativity meets corporate gravity. Every acquisition promises growth and ends in decay. Innovation dies in the spreadsheets. Smaller agencies are where the real magic lives: unshackled, agile, hungry, and built on genuine collaboration, not politics. I’ve lived through both sides, and this talk is my open letter to anyone who still believes big means better. It doesn’t.

THE LAST ANALYST STANDING: THRIVING WHEN AI REWRITES THE RULES FASTER THAN WE CAN READ THEM

Ibrahim Elawadi
Philips - Amsterdam, The Netherlands

We are currently working in an industry where the "long term" is next Tuesday. As AI democratizes technical skills and rewrites the rules of analytics faster than we can read the documentation, a terrifying question emerges: When the machine can answer any question in seconds, what is left for the analyst? As the technical ceiling rises, the human floor matters more than ever. In this talk, Ibrahim cuts through the breathless hype to expose the raw reality of our profession’s future. Drawing from over two decades navigating the digital landscape, he argues that the "Last Analyst Standing" won't be the superior coder, but the superior contextualizer. We will explore how to pivot from being a "production line" of Excel files and charts to an architect of curiosity; shifting your value from the answers you calculate to the questions you define.

⚠️ Warning: Given the terrifying velocity of this domain, by the time of the conference this abstract may be history, or Ibrahim may have simply surrendered his spot to a large language model 🤷‍♂️. Either way, it should be interesting.

WHAT GETS YOU OUT OF BED IN THE MORNING?

Marie Fenner
Piano - London, UK

What actually gets us out of bed and into work every day? Is it the pay cheque? The next promotion? Happy customers, a good life outside of work or maybe the feeling that we’re making the world a little better?

We all juggle challenges in our daily lives, but something still pulls us back each morning. Something that keeps us curious, learning new skills, and pushing for better results—both for ourselves and for the teams we work in.

Maslow famously showed us that once our basic needs are covered, we start looking for meaning and fulfilment. It turns out the same applies to organisations. In this session, I’ll share what the data tells us about purpose-driven work, and why companies with a clear sense of purpose don’t just survive—they scale, adapt, and perform better over time. Purpose isn’t a fluffy “nice to have”; it shows up in motivation, trust, and long-term business outcomes.

You’ll hear real stories and examples from companies that have cracked the purpose code and what happens when people genuinely believe their work matters.

I’ll also share a bit of my own story, what gives me energy, what keeps me going when things get tough, and why this topic matters to me personally. And most importantly, I’d love to hear from you too, what really drives you?

💯 PERFORMANCE: WHAT HAPPENS WHEN YOU ACTUALLY HAVE ALL THE DATA

Russell McAthy
Ringside Data - London, UK

As it’s become harder to measure a user’s full journey, the gap between what organisations think they know and what is really happening has grown.

This session looks at what changes when traditional constraints on data collection are removed, and how that reshapes what can genuinely be seen, measured and understood across digital touchpoints and the wider business.

We’ll look at how having more complete, more dependable data affects everyday marketing decisions as well as bigger, board-level questions, and why the biggest benefits often show up in places people are not expecting.

THE ERA OF AI AGENTS: ADAPTING YOUR MEASUREMENT STRATEGY TO THE NEW NORMAL

Matteo Zambon
Tag Manager Italia - Vicenza, Italy

Web traffic is no longer driven only by humans and simple bots. Autonomous AI agents now browse websites, interact with interfaces, and replicate human behavior with uncomfortable precision, quietly eroding many of the assumptions behind digital analytics.

As these “grey bots” blur the boundary between real users and synthetic activity, traditional tracking and bot filtering start to break down. Event-based analytics alone can no longer explain what is actually happening on our sites - or why our data is becoming harder to trust.

In this talk, Matteo Zambon shows how analytics teams can respond by combining behavioral analysis, using tools like Microsoft Clarity, with real-time AI-driven bot traffic control. The focus is not on blocking traffic, but on defending data quality and adapting measurement strategies to a web where AI agents are no longer an edge case, but the new normal.

INTEGRATING CUSTOMER FEEDBACK INTO THE OPTIMIZATION FLYWHEEL

Ezequiel Boehler
Conductrics - Buenos Aires, Argentina

What is the purpose of your analytics? When it is to better understand and enrich customers' experiences, how do we ensure that we are getting the most out of our analytics and experimentation results? We often get stuck thinking that we would be more productive with more detailed data and access to more advanced statistical techniques. However, for many problems that just isn’t true. Sometimes, rather than fancy machine learning or complicated statistical techniques we would make more progress if we just asked our customers directly. But how do we go about incorporating customer feedback into our experimentation and optimization flywheels?

In this talk Ezequiel (maybe Matt?) will review the basics of Customer surveys, A/B Testing, and how they can be used together for even greater insights and improved time to action.

SIGNAL ENGINEERING: MOVING BEYOND BASIC CONVERSION MEASUREMENT

Gunnar Griese
8-bit-sheep - Copenhagen, Denmark

Most businesses optimize campaigns with basic conversion events and simple revenue values—then wonder why ROAS keeps declining. As advertising platforms automate campaign management, the signals you send back have become your primary competitive lever. Yet few businesses engineer them strategically.

This session introduces the Signal Engineering Maturity Framework, a practical roadmap from basic transactions to profit-aware, predictive, and contextually-optimized signals. We'll explore real-world implementations of profit optimization, predictive LTV signaling, and dynamic value adjustments based on business context. The session concludes with open-source tools and Google solutions that make advanced signal engineering accessible, showing you exactly where to start building your competitive advantage today.

MONDAY EVENING FIRESIDE PUB QUIZ WITH CONDUCTRICS

Matt Gershoff
Conductrics - Austin (TX), USA(

Ezequiel Boehler
Conductrics - Buenos Aires, Argentina

They will be your quiz masters for a fun filled night of quizzical conundrums, bragging rights, and prizes.

HOW TO MAKE MORE REVENUE WITH THE SAME MARKETING BUDGET LEVERAGING INCREMENTALITY PLANNING

Gabriele Franco
Cassandra - Rome, Italy

Your marketing efficiency depends on where and when you invest your money over time. In this session you are going to see a step by step guide on how to plan your marketing budget leveraging MMM and incrementality testing to unlock additional sales from your media budget.

SHOULD I GO SOLO?

Anna Lewis
Polka Dot Data - East Hampshire, United Kingdom

Many of us wonder if we should leave a secure job to work for ourselves - whether as a freelancer or to start up our own agency. This session will discuss some important things to consider before making this decision, as well as sharing some highs and lows and top tips for anyone wanting to take the leap. Anna has been building up her own boutique analytics agency for nearly 10 years and working with others who have gone solo in various different ways.

FROM WHAT TO WHY? - DECONSTRUCTING USER INTENTIONS IN DIGITAL ANALYTICS

Steen Rasmussen
Steen.fyi - Copenhagen, Denmark

We’ve focused tracking what users do clicks, pageviews, conversions, but analytics teams still struggle to answer the question stakeholders actually care about - why did they do it?

This session deconstructs the gap between behavioral data and user intention, exploring practical frameworks for inferring motivation from directly from digital signals or through AI.

Drawing from retail media and enterprise implementations, we’ll examine when traditional analytics breaks down, which proxy metrics actually correlate with intent, and how to structure analysis that drives business decisions rather than just producing reports.

Stop drowning in what-happened dashboards. Start understanding why-it-matters insights.

GOOGLE TRENDS AT SCALE

Daniel Waisberg
Google - Zurich, Switzerland

In this talk, Daniel will talk about how Google Trends can be used to understand what's happening around us and give some ideas on how businesses should be thinking about it. He'll also discuss the new Trends API, which provides an improved data model and introduces a scalable way to access Search trends data.

SERVER-SIDE SHENANIGANS: CRITICAL REVIEW OF A MUCH-HYPED TECHNOLOGY

Simo Ahava
Simmer - Helsinki, Finland

Server-side data proxying, particularly of the Google Tag Manager variety, is a technology that has been accepted by many technical marketers as the default configuration for forwarding marketing data from the user’s browser to marketing vendors.

It’s often pitched as a solution to data quantity in particular. Those pesky ad blockers and browser tracking protections have come to compromise marketers’ divine right to browser data, and server-side tracking is a weapon of righteousness, restoring order and prosperity in marketing campaigns.

In this talk, Simo Ahava, probably one of the most vocal proponents of server-side tagging, offers a critical review of server-side data collection. He argues that the main benefits of server-side tagging have very little to do with marginal gains in data quantity.

Join this talk for a refreshing and honest look at a much-hyped and often misunderstood technology.

INTERACTIONS: WHEN 1 + 1 ~= 2.

Matt Gershoff
Conductrics - Austin (TX), USA

Ever wondered if it makes sense to target different experiences to different customers, say your current vs new customers, but are just not sure if the data supports it? Or maybe you are running concurrent A/Bs and in the back of your mind you're worried that they might be interfering with each other. Both of these problems, and others, can be answered by asking if there are interactions.This talk will give you a fuller view of what interactions are, ways to model them in your analysis, and a straightforward statistical approach that will help you answer "Are there interactions?"

SIMO'S PANEL: AI AND EDUCATION / KNOWLEDGE SHARING

Simo Ahava
Simmer - Helsinki, Finland

Matteo Zambon
Tag Manager Italia - Vicenza, Italy

Krista Seiden
Amplitude - San Francisco, USA

Mariia Bocheva
Google - Dublin, Ireland

Julius Fedorovicius
Analytics Mania - Vilnius, Lithuania

TRACK AI AGENTS IN 2026

Jordan Peck
Snowplow - Leeds, UK

Jon Su
Snowplow - London, UK

Everybody's talking about AI, agents, agentic applications etc. And with good reason. AI is changing the way all of us use technology at work, at home, how we research, write, organise our lives and activities etc, possibly more than any other technological change since the internet itself.

With this mammoth change comes a challenge for businesses and data/analytics teams. How do we know when behaviour on our website is a human, or an agent? How are users discovering our content? How can we "show up" for our users when they are engaging with an AI interface? How do we track our own agents?

We are currently navigating uncharted territory with no established industry standards, so how do we know how best to track and analyse all the different AI touch points users now have, in order to continue to deliver the best customer experience possible? This talk will dive into the different types of agent experiences users have at their disposal today, the impact on digital data collection, and how we should be thinking about tracking agentic experiences in the future.

DOING KPIS RIGHT: A *KEY* TO ANALYTICS (AND AI!) IMPACT

Tim Wilson
Facts & Feelings - Dublin (OH), USA

On the one hand, KPIs are such a Business 101 concept that it may seem a little silly to dedicate an entire Superweek session to the topic. On the other hand, KPIs get handled so poorly so often that a case could be made that this session could just be one of the most impactful sessions of the conference!

Tim will make the case that effectively measuring performance of projects, campaigns, and initiatives (and even conference sessions!) should be a foundation for any data analytics program. Topics covered will include: the “two magic questions” of performance measurement, how to help business partners distinguish between outcomes and outputs, and effective tactics for collaboratively establishing KPI targets.

He will also stick his neck out by demonstrating some of these techniques in real-time by measuring whether the session lives up to the promise of this description!

A JOURNEY INTO THE UNKNOWN

Fosca Fimiani
Multiminds - Aalst, Belgium

Jason Packer
Quantable - Columbus (OH), USA

It's easy to say "GA4 sucks!" It's another thing entirely to get past the griping and figure out if it's worth the time and effort to switch to a different platform, and then actually figure out what that other platform might be!

Your guides, Fosca Fimiani and Jason Packer, aren't here to tell you which platform to use, but rather to share their journeys and help you figure out how to navigate uncharted territories on your own. Jason has evaluated 20+ tools for his book Google Analytics Alternatives, while Fosca has helped organizations actually bite the bullet and move on to some of these newer platforms.

Everyone has opinions about tools, but in this workshop, we want to focus on practical evaluation and migration methods, so you can leave with a clear path forward.

THE FUTURE OF THIRD-PARTY TAGS: IS THERE ONE?

Lukáš Čech
Prague, Czechia

We are going to explore the uncertain future of third‑party tags (mainly the JavaScript/cookie‑based integrations) in digital advertising, highlighting both their technical and organizational challenges. Drawing on examples from our own practice, we will illustrate how managing these often leads to inefficiencies, data quality issues, compliance risks, and site performance issues. We will discuss what would be required to make these integrations more robust. With the latest trends like A.I. driven content consumption, the effort‑to‑outcome ratio may further decrease, and organizations must carefully weigh efficiency against privacy, compliance, and long‑term sustainability when deciding the role of third‑party tags in their strategy.

SEEKING SIGNALS: A WIDE-SCALE HUNT FOR ANOMALIES IN GA4 DATA

Siavash Kanani
Siavak - Budapest, Hungary

We often check for the expected, but what about the unexpected? Hunting for unknown signals requires a radical shift: moving from ad-hoc checks to a system that detects patterns early, across thousands of metrics and segments, and alerts in close to real-time.

Building such an automated anomaly detection engine for GA4 presents several technical and logical challenges: How do we train and run ML at scale without breaking the bank? Where do the new BigQuery AI functions fit into the puzzle? What about privacy concerns? And when you look for everything, you find too much... so how do we suppress the noise to let true signals emerge?

Let's explore the delicate balance between sensitivity and sanity, and the trade-offs required to build a silent, efficient, and proactive watchdog that only barks when it matters.

CONSENT OR CHAOS - USING AI TO BUILD CONSENT SYSTEMS THAT STILL BREAK

Fred Pike
Northwoods - Milwaukee (WI), USA

In 2025, U.S. consent compliance stopped being theoretical. Demand letters, broken CMPs, and invisible tracking made "good enough" implementations risky overnight. Consent or Chaos is a practitioner’s account of building repeatable consent operations using LLMs: capturing consent research in ChatGPT projects, formalizing SOPs in canvas, and using Claude with MCP servers to standardize GTM containers. The session also covers the limits—token ceilings, instruction drift, and why consent automation still requires human judgment.

TRACKING IN AI BROWSERS: WHAT MARKETERS AND ANALYSTS SHOULD KNOW

Denis Golubovskyi
Stape.io - Kyiv, Ukraine

How new AI-powered browsers like Atlas, Comet, and DIA affect tracking accuracy, cookie lifetimes, and attribution models. Let`s explore technical challenges, AI detection methods, and new standards for accurate, privacy-compliant tracking.

BEYOND THE PROBLEM: THE MINDFUL WAY OF WEB ANALYTICS

Jeremy Lutz
Hamburg, Germany

We're trained to spot problems. We search for anomalies, investigate drops, explain spikes, and fix what’s broken. This problem-focused mindset is one of our greatest strengths - but it also comes with a hidden cost.

In this talk, Jeremy invites you to turn the analytical lens inward. By applying familiar analytical frameworks to our own thought patterns, emotions, and reactions, we explore how constant problem-orientation can affect focus and creativity.

THE ACTIVATION FRAMEWORK - FROM DATA TO ACTION

Nicolas Hinternesch
Piano - Berlin, Germany

Connecting the dots between data and action is the last mile of turning analytics into value.

Organizations tend to chase value from investments quickly, resulting in immature activation tactics. Missing data, unsuitable tools, tech stack gaps, under- or over-engineered data pipelines, lack of enablement, and most importantly untapped potential.

As with most things in life - it usually helps to step back, map out a few simple questions, and lay the proper strategic groundwork. The Activation Framework is a high-level concept to help navigate the way from data to action with simple questions and examples - all in the context of AI eating the world.

STATE OF THE NATION SERIES

Doug Hall, Dan Truman
Duga Digital - Sevenoaks, UK

+ Russell McAthy
Ringside Data - London, UK

On Wednesday evening, Dan and Doug will be joined by Russ and several other conference attendees to discuss the future direction of the digital analytics industry.

FROM INCONCEIVABLE TO INTENTIONAL: HOW AI IS CHANGING ANALYTICS (AND THE ANALYST)

Krista Seiden
Amplitude - San Francisco (CA), USA

Analytics teams are being asked increasingly sophisticated questions that often feel inconceivable to answer using traditional approaches. The challenge is not the questions themselves, but how analytics has historically been practiced. AI is now part of everyday analytics workflows, and that shift has changed the work. Analytics has moved beyond simply reporting what happened toward explaining why it happened and supporting decisions about what to do next.

This talk explores how analytics is evolving beyond metrics and dashboards toward interpretation, judgment, and decision-making as AI becomes embedded in the practice of analytics. It examines how this shift is actively reframing the role of the analytics practitioner, moving the work away from manual reporting and toward investigating behavior, evaluating signals and intent, and guiding action. Taken together, these changes reflect a fundamental evolution in how analytics is practiced and what is expected of those who do the work.

THE HAYSTACK PARADOX: WHAT HAPPENS AFTER AI CREATES A MILLION ADS

Juliana Jackson
Jellyfish - Malmo, Sweden

Generative AI has given brands a superpower: the ability to create personalized creative at infinite scale. But superpowers create super-problems. How do you test a million variations? How do you know why Ad #347 worked for Gen Z while Ad #892 worked for Boomers? How do you avoid destroying your brand with AI-generated garbage? This talk introduces creative intelligence as the emerging discipline that transforms generative AI from a production tool into a strategic weapon, and explains why 2026 will be the year every CMO has to master both.

DATA ACTIVATION: GETTING YOUR DATA TO EARN MONEY

Balázs Vajna
Marketinglens - Budapest, Hungary

The most common way to utilize data is creating reports and dashboards for stakeholders. Often enough though, there are complaints of these reports not getting used or being outright forgotten; there are also many "dashboards are dead" statements floating on social media.

What if there is a better way to create value from data? Rather than (or in addition to) providing information for business users, such data can be used to feed various digital platforms and channels, thereby increasing their efficiency / effectiveness, and thus directly driving additional revenue. This presentation explains how online/digital and in-house data (and their combination) can be leveraged to increase sales / marketing effectiveness and personalizing various customer facing channels (e.g. web / app content or outgoing communications). The presentation will also explain the high level mechanisms of how various systems are stitched together and the main challenges especially in large organizations in delivering such solutions.

WHO ARE YOU REALLY WORKING FOR?

Dan Truman
Duga Digital - Sevenoaks, United Kingdom

Most analytics work doesn’t fail because it’s wrong. It fails because it quietly works for the wrong person.

This is a talk about the part of analytics we rarely say out loud. The moment when technically good work goes nowhere, decisions don’t change, and everyone moves on.

No tools. No frameworks. No AI hype. Just a few uncomfortable questions about value, incentives, and what it really means for our work to matter. If you’ve ever left a meeting wondering whether any of it actually made a difference, you’ll feel this.

GOOGLE ANALYTICS - A LOOK INTO THE FUTURE

Timo Aden
Digitl - Hamburg, Germany

This presentation will outline the development of Google Analytics, from its beginnings to the present day. How has the tool evolved? And how has the market evolved? I will also offer a glimpse into the future regarding features, positioning, and working with Google Analytics.

QUALITY DATA IN. INTELLIGENT AI OUT.

Peter Meyer
Aller Media - Copenhagen, Denmark

AI acts on what data you serve it, so it is now even more important to stress the importance of knowing your current level of data quality, for you to hopefully be able to make sure it is top notch for what you need to use it for.

In this session, Peter will talk about what you can start doing to check your data quality at the source, on your websites, to see what implemented tracking is collecting for you in different scenarios.

THE XII. GOLDEN PUNCHCARD PRIZE

Demonstrate any digital analytics solution or method of your own that is way beyond the defaults. Who decides who's gonna win? The audience. Send your nomination to punchcard@superweek.hu!

WHO WANTS TO BILL A MILLION?

Robert Petković
Analytics & Co - Rijeka, Croatia

How do you define your real price, package it so clients understand the value, and decide whether to charge by the hour, by project, or on retainer? In this talk, Robert will explore practical ways to find your number and match the right pricing model to the right client, so your "final answer" works for both sides.

BEYOND THE CONSOLE: ADVANCED CLIENT-SIDE TECHNIQUES FOR ANALYTICS DEBUGGING

David Vallejo
Analytics Debugger - San Sebastián, Spain

This talk explores cutting-edge approaches to debugging and auditing analytics implementations directly from the client side. Moving beyond traditional debugging tools, we'll dive into leveraging browser APIs and validation techniques to create self-monitoring analytics setups. Learn how to use Performance API metrics to detect firing issues, Cookie Store API for monitoring changes during the session, and real-time schema validation to ensure your dataLayer integrity across your entire user base. Whether you're managing complex analytics stacks or looking to improve implementation reliability, these techniques will help you catch issues before they impact your data quality.

Highlights: Discover how to harness the Performance API to monitor analytics tag timing and detect failures or performance degradation. Learn practical approaches to tracking vendor cookie changes during user sessions to identify unexpected behavior. Master the implementation of real-time dataLayer schema validation for all users. Walk away with actionable code examples and integration strategies for immediate implementation.

MONEY BALL WITH FIRST PARTY DATA OPS

Vishnu Vankayala
CustomerLabs - Chennai, India

THE AI TSUNAMI IS COMING: STRATEGY, SURVIVAL, AND ADAPTATION

Julien Coquet
Montélimar, France

If that was not clear already, the AI Tsunami is coming, and few industries will feel its force more acutely than data and analytics.

AI threatens not only to automate tasks but to fundamentally reshape trust, creativity, and resource allocation. This presentation moves beyond the hype of "intellectual fraud" to address the immediate, tactical challenge: what concrete, strategic steps must data professionals take right now?

In this talk, Julien Coquet will analyze the three critical responses to this technological wave: avoiding its most damaging excesses (like mass disinformation), weathering its disruptive economic and ethical impact, and ultimately channeling its power for genuine human benefit.

TRUST THE ENSEMBLE: DON’T PREDICT THE CLICK, PREDICT THE MARKET: THE CASE FOR INCENTIVIZED ENSEMBLES

Kris Ewald
Zug, Switzerland

Why do rigorous attribution models still fail to predict market reality? Drawing on Friedrich Hayek’s critique of 'scientism' and Francis Galton’s ensemble theory, this talk exposes the structural limits of modern marketing science. I propose a shift to prediction market methodologies-treating your dispersed data as an incentivized crowd that votes for business outcomes, rather than just optimizing for the next click.

PANEL: SO WHERE'S THE INNOVATION? + WRAP-UP WITH DOUG AND JULIEN + coffee, sandwich, refreshments

Julien Coquet
Montélimar, France

Doug Hall
Casefabre, France