SPWK 2018Time for beer!

That’s a wrap!Now breeeeeeaaaaatheeeeeeeee...

● ‘14, ‘15, ‘16, ‘17 & ‘18● There will be more!

5 SuperWeeks!

● How many “New Visitors”?● How many “Returning Visitors”?

2014 - 2018How SPWK has changed

● SuperWeek.hu only● Trends and changes

○ Speakers○ Topics

Analysing changing trends at SPWK

Speaker trends

Speaker trends

SPWK is global

● 22 countries● Earth

○ Thx Jeff

2014

2015

2016

2017

2018

2017 - 2018

*This is STILL a data/analytics event!

● Growth areas○ AI/ML○ Data Science○ Cloud○ Attribution

Conference reflects industry hot topics

● Perennials○ Optimisation○ DAPH○ Visualisation

● Declining○ Business○ Automation○ Analytics*

*This is STILL a data/analytics event!

● This is still a data and analytics event● Subject matter evolution ~= industry change

○ Privacy -> GDPR○ Big Data ->ML, AI, Data Science○ Automation -> Cloud○ Business/marketing -> Attribution

Conference reflects industry hot topics

● ∞% increase in Waisberg birthday celebrations● Like Daniel

○ Subjects reflect an increasing maturity and focus on action

● As an industry we recognise we’ve moved on from tagging and reporting

● Takeaway - SPWK subject sophistication++

Conference reflects industry hot topics

Why do I keep coming back?Like you had to ask?

● Why so great?

● I now have video ;-)

2017 - a vintage year

● Why so great?

2017 - a vintage year

● Why so great?● Data takes over from sex, drugs + rock’n’roll

2017 - a vintage year

● Why so great?

2017 - a vintage year

● Why do we come back year after year?● Come back again next year?● So much value from 2017● Here’s what @ConversionWorks took from 2017

○ Why we return and kick off our year so strongly

The conference you always wanted to go to

2017Key takeaways for ConversionWorks

● Caleb & Charlotte● Sharing rich experience

● What was the impact for CW?

Fireside chat - AnalyticsPros founders

● Our client relationships have changed● Our clients LOVE this

Impact for @ConversionWorks

● We hired a non-exec director○ Toby McAra

○ Managing Director of Adometry (EMEA)

○ Head of Google Analytics 360 (UK&I)

Impact for @ConversionWorks

● Tim Wilson● Take a bow● Thank you● How to start learning and using R

○ Start with a goal in mind○ Know where you need to go○ Get there with context○ https://www.youtube.com/watch?v=NfRUhvfyiLQ

Being data science-y

Impact for @ConversionWorks

● Time series decomp in R for Forecasting & Incrementality○ Prophet

■ https://facebookincubator.github.io/prophet/

○ HoltWinters■ https://www.rdocumentation.org/packages/forecast/versions/7.3/topics/f

orecast.HoltWinters

○ ETS■ https://robjhyndman.com/talks/RevolutionR/6-ETS.pdf

○ ARIMA■ https://www.datascience.com/blog/introduction-to-forecasting-with-arim

a-in-r-learn-data-science-tutorials

● GA search data○ Stemming (from golden punch-card entry)○ Synonym matching○ Onsite search data re-aggregation

● R Studio & GCP○ H/T to @TFayyaz & @HoloMarkeD

Impact for @ConversionWorks

● Beyond forecasting○ Machine learning for better marketing and p13n

○ https://www.youtube.com/watch?v=ZcYwNItzb4Y

Machine Learning

● analyticshour.io● Super guests● Insightful (and fun!) discussions ● Put this on your playlist● http://www.analyticshour.io/2017/02

/14/056-live-superweek/

DAPH

● Visualise what matters● Datastudio● Clients adopt DS● DS usage over GA UI

○ DS usage trackable

Data visualisation

● Optimise● ConversionWorks clients leave

Optimizely for Optimise 360● Never looked back● Seamless GA integration

○ More, better testing

Testing

2018What ConversionWorks takes away this year

● I’m not a lawyer

#mattgershoffed

● Aurélie● Prolet● Anjali● Lenka

GDPR

● ACTION● Clarity● Google - right to be forgotten

○ Delete records tool

● “We are not lawyers” podcast?

● Viktor T○ Real World Examples

● Jim○ Explain it so we ALL understand it

● Matt○ I’m off to learn Linear Algebra○ https://en.wikipedia.org/wiki/Linear_algebra○ Try simplest solution first

ML, AI

● Described the path we took in 2017 - you need to do this.

● Take heed● Think like a data scientist

○ Learn R and stats○ Time series decomp, ANOVA, uncertainty

Tim

● Device graphs using cloud components for scalability

● Powerful but let’s respect consent● To be used responsibly (carefully)!● Super exciting GCP techniques

Kris & Matt

● Anything is possible, it just gets more expensive

● I used to call this nuisance tax● Trade off between accuracy and

interpretability is ALWAYS a business and design decision.

#mattgershoffed

● Right chart, right purpose, right design● Anscombes quartet● It’s the data ink that matters● Consider the audience

Daniel

● Plan, measure & optimise for growth● See how Google do it● Immediately actionable tactics and

strategies● North Star metric

Krista

● SEO in an analytics conference...● We can learn from SEO● Optimisation at scale● Rational perspective on solving a grey box● SEO meets analytics + Data Science

Martijn

● Non-Google product from a Googler!● Open-source data pipelines

○ Scale○ Resilience○ Power

Tahir - Airflow

● ACH● We need to do this!● Think about how you reach conclusions● Heuristics are helpful

○ Use methodical process to validate

● Brainstorm with people you hate...

Moe

● Attribution is and isn’t BS● Use it appropriately● It’s not always appropriate for

everyone● Used well, it drives massive value

Jeff

1. Safe travels

2. Success

3. See you again in ‘19

See you next year