What exactly is the Analytics Summit about?

[kumartk]

The Analytics Summit is a conference organized by TRKKN, OMG's analytics agency. It's been running for over 11 years and is well-known in the industry. It attracts attendees and speakers from around the world, including well-known names such as Brian Stark, David Vallejo, and Juliana Jackson. This event offers a fantastic opportunity to learn new things and experience what large companies are doing with their data, as well as to network with these experts.

The conference lasts a full day and takes place in Hamburg at the Curiohaus. There are two rooms with parallel presentations from 9:00 a.m. to 6:30 p.m. These range from practical case studies in which companies demonstrate how to get the most out of their data to highly technical presentations on the best methods for integrating and using analytics tools and platforms, denmark phone number data data optimization, and gaining insights. So there's a lot to see, and you have to choose carefully which topics interest you most.

Here are some of the most interesting lectures we attended:

What's New and What's Next for Google Analytics
A lecture by Brian Stark

Brian Stark on stage at the Analytics Summit
Brian Stark on stage at the Analytics Summit

Since the final end of Universal Analytics, all eyes have turned to GA4, the Google Analytics product that still has a lot of potential to meet user expectations. Nevertheless, the pace of development has increased, and we will see more stability and functionality in this tool in the future. Brian explained that shutting down UA was necessary to focus all human and technical resources on GA4.

Upcoming improvements include automated notifications that alert you to errors or unexpected changes in data when Google generates them. This will help us more quickly determine whether a problem is on our side or outside of our control.

He also discussed how Google Analytics is expected to evolve into a cross-channel neutral attribution platform in the coming years, enabling the use of data not only for measurement but also for activation, similar to the concept of a CDP (Customer Data Platform) we mentioned in our Measure Camp 2024 post .

And, as expected, improvements in the integration of LLMs (Large Language Models) are also expected to make queries more conversational and make it easier to maximize the value of the tool.