On October 10, the Digital Analytics Summit 2024 took place in Amsterdam, an event that brought together the latest developments in the world of data analysis. Experts and professionals gathered to discuss relevant industry topics, such as the impact of AI on digital analytics, the future of tracking in a cookieless environment, and the efficiency of analyses with BigQuery. At Follo, we like to stay informed about new developments in the market, so this was a perfect opportunity for our data team to gain new knowledge.
Program Highlights
The opening session “Out of the frying pan into the fire” by analytics Guru Simo Ahava offered a critical view on the current state of data analytics. He spoke out against Google and the ways data is currently collected. Simo pointed out that collecting as much data as possible also brings unethical aspects and encouraged attendees to think more from the end-users' perspective.
Key takeaway: It's important to remember that end-users don't refuse cookies and/or use ad blockers for nothing.
Next, the session “From traditional analytics to AI-driven insights” by KPN took place, where an exciting journey through the world of AI/ML was made. The presented case involved the development of a machine learning model to qualify leads, immediately highlighting the power of AI in marketing and sales. This session emphasized the importance of the Crisp-DM method for developing AI use cases. This approach provides a structured framework to successfully implement AI projects. KPN walked through the challenges and opportunities that come with applying AI step by step.
Key takeaway: AI will mainly be a supplement to our work, but certainly not a replacement.
Then, HEMA presented the session “Conquering GA4 setup in BigQuery – Cut query costs up to 25x and boost data quality”. Querying GA4 data in Google BigQuery is extremely powerful, but managing query efficiency, cost control, and ensuring high quality can be challenging. This session offered a behind-the-scenes look at HEMA, where it became clear how the company built its GA4 framework in BigQuery.
Key takeaway: saving on query costs is quite simple, thanks to these principles:
- Table partitions
- Table clustering
- Table flattening (spreading nested fields over multiple columns)
From HEMA's case, it turned out that they query 25 times cheaper with these principles.
As the day's finale, PSV showed how Data Science & Analytics are used to improve decision-making within the football club. From data collection to the development of (Machine Learning) models and practical application for players and staff, every aspect of this process was extensively covered.
PSV provided insight into how they use data to optimize performance, both on and off the field. By smartly using data analysis, they can identify trends, better monitor players' condition and performance, and support strategic decisions with hard facts. From manually collecting data to advanced Machine Learning, the club demonstrated how technological innovations directly impact daily operations. This session underscored the crucial role data plays in modern top sports.
Key takeaway: Data provides the foundation for well-considered/strategic decisions in every industry.
Event Recap
The Digital Analytics Summit 2024 was a great success, with a wide range of experts sharing their knowledge and experiences. Besides the inspiring cases and innovative developments, we also had the chance to make new connections. Above all, the event provided many new insights and ideas.
Are you interested in data-driven marketing? Feel free to contact us and discover how we can support you in harnessing the power of data.
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