MeasureCamp

With such a big weekend coming up, we'd like to give founder Peter O'Neill a shout out 🙌. 12 years ago he started #measurecamp in London and now it's a global community. 🥰 Huge thanks to all the organisers and sponsors who make it happen! ✨️ Have an amazing weekend MeasureCamp London MeasureCamp Auckland and MeasureCamp Berlin 📈

Here are the notes and takeaways from the sessions I attended at MeasureCamp Stockholm. I know some of you are eagerly waiting so thank you for your support! But all the thanks should really go to the awesome organisers, the sponsors, the people who ran sessions, the people I spoke to before, between and after the sessions and made it another great event and why I love returning to that MeasureCamp year after year. It's the only one I have never ever missed. Let's hope I can continue coming. #MeasureCamp #MeasureCampSTHLM #DigitalAnalytics #WAWCPH #CBUSWAW

MeasureCamp Stockholm - one more exciting event for the Brain and for the Soul ✨ So great to meet old friends and create new connections, learn more about the latest trends and biggest challenges, hear real life success stories and, of course, to see how analytics solutions are evolving with AI! It was also a true privilege to lead my session for the third consecutive year, this time in a fresh format focused on empowering others with Mindset, Soft Skills, and EQ to adapt and thrive in the AI-driven era. It’s inspiring to see these skills resonating so strongly with participants, adding depth and resilience to their journeys! It's been a great pleasure to meet you again Steen Rasmussen, Simo Ahava, Ashit Kumar, John Ekman, Alban Gérôme, Ted Solomon, Josefin Kjellbris, Daniel Ford and many others. #measurecamp #analytics #data #businessgrowth #ai #personaldevelopment #leadership #adaptability #mindset

Are you wishing there was a #measurecamp in your city? We can support you to create one. Connect with Peter and ask. 🙌🌍

Thanks to Piwik PRO you will soon see me present at MeasureCamp Stockholm! I will be presenting an Idea. The importance of asking yourself why and what you need to track. The workshop on: "𝗟𝗲𝘀𝘀 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴, 𝗠𝗼𝗿𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 - 𝗯𝘂𝗱𝗴𝗲𝘁 𝗳𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝘀𝗲𝘁𝘂𝗽𝘀" to explore how focusing your tracking can lead to clearer, more actionable insights. Yes, you could 𝘁𝗿𝗮𝗰𝗸 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴, but in my experience, that’s the fastest way to 𝗹𝗼𝘀𝗲 𝗰𝗹𝗮𝗿𝗶𝘁𝘆 - and waste your time, money, and the valuable insights you’re truly looking for. Instead, let’s explore smarter solutions that help you decide what’s worth tracking (with a quick preview of the first slide of my presentation). First point on my agenda is 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗟𝗶𝗻𝗸 tracking. Take the "About" link in your menu, for example. It might seem obvious to track clicks on it, but let’s stop and ask: do you actually need to track this action? Let's start with (examples of) "𝗪𝗵𝘆?": 👉 A. 𝗧𝗿𝗲𝗻𝗱 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: how interest in your brand changes over time, perhaps to see the impact of campaigns or seasonal trends? 👉 B. 𝗣𝗮𝗴𝗲-𝗟𝗲𝘃𝗲𝗹 𝗗𝗿𝗶𝘃𝗲𝗿𝘀: Are there specific pages that encourage people to explore more about your brand? 👉 C. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Are visitors leaving the site after reaching the "About" page, indicating potential room for improvement? 👉 D. 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗖𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻: How intresting to visitor is "About" section relative to other key sections? Let's look into "𝗛𝗼𝘄?" and check if you really need an additional tracking action: 👉 A. 𝗧𝗿𝗲𝗻𝗱 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: Would a simple line chart of page views give you the same answer? 👉 B. 𝗣𝗮𝗴𝗲-𝗟𝗲𝘃𝗲𝗹 𝗗𝗿𝗶𝘃𝗲𝗿𝘀: Could a page view report filtered by "next page URL = /about" show you this? 👉 C. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: This is essentially just the bounce rate for the "About" page. 👉 D. 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗖𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻: Wouldn’t a user journey report show which pages visitors navigate to from their entry page? If you’re already tracking page views, adding a separate action for link clicks may not offer extra value. However, there are cases where internal link tracking can be useful—for instance, if you want to know whether users reach the "About" page via the top bar or the footer. It’s also helpful in spotting technical issues, like clicks that don’t result in an actual page view (which might indicate tracking errors or broken links). Ultimately, internal link tracking should serve a clear purpose. Without it, you risk adding unnecessary noise to your data, moving the tracking value needle backward rather than forward. So, ask yourself: Do I truly need internal link tracking, or can I get the same results from a simpler setup? I’ll be diving into this and other actions to help you answer the question, “Do I really need it?” during my presentation at MeasureCamp. See you in Stockholm!

📏 Zero-party personalisation at MeasureCamp It was a great panel discussion with Kapil K., Jomar Reyes, Sarah Crooke, and Vincent Koc around the responsible and effective use of zero-party data. P.S. So good to have you back in the country, Jomar Reyes. I miss you already. #measurecamp #measurecampsyd #personalisation #personalisationatscale #zeropartydata #zeropartypersonalisation

We are at two MeasureCamps this month! First, together with Marcin Pluskota and Oliwer Kaczmarek we'll be visiting beautiful Stockholm this weekend to attend MeasureCamp Stockholm (Saturday, Nov 9). Then, next weekend, together with Elie Makany and Richard Mastop we're attending MeasureCamp Brussels (Saturday, Nov 16). It will be my first time in Belgium - can't wait to try some waffles with chocolate 🧇 🍫 If you're planning to be there too, let's meet and talk!

Thank you, MeasureCamp Stockholm for the fantastic venue, and a special thanks to Carl Franzon for the photo! I learned a lot from the incredible speakers, fresh perspectives! And thanks Jon Su I can now explain 10% of what I do at work to my family, I need more of those, love this!

What an incredible first experience at MeasureCamp Warsaw! 🤩 I had an amazing time yesterday connecting with fellow data and marketing enthusiasts and diving deep into the world of analytics alongside my fantastic colleagues Magdalena Wojtowicz Miloslav Ureš I especially enjoyed participating in various sessions and leading a workshop on "GenAI-powered creativity". 💡 The highlight? Connecting with so many passionate people in the analytics space, including some familiar faces! It truly felt like a place where "measure magic" happens. ✨ Huge thanks to the organizers, sponsors, and the host for making this event possible! 👏 Can't wait for the next one! #MeasureCamp #MeasureCampWarsaw #Analytics #GenAI #Community #Optimics

Yesterday I attended MeasureCamp Warsaw. Below are my thoughts, but first - credit goes where it's due. Many thanks to organizers and sponsors. I think we often take for granted that some people spend their free time, and sponsors provide money. It is like that, but we should be aware that MeasureCamp conferences would not happen without these two ingredients. Many thanks to Karolina Wrzask, Michał Skarżyński, Timur Kuchushev, Alena Kuchusheva, Mateusz Waligórski, Marcin Pluskota, Anna Zbela. Many thanks to sponsors. All are important, but let me highlight Google, who offered us two floors (24, 25) in their amazing Warsaw office. Thank you Piwik PRO, Stape, Bloomreach, Defused Data, mohrstade, Displate , and mParticle. Sessions I attended and takeaways: - "Hard-Earned Lessons From Over 50 Real MMM Projects" by Marek Kobulský, who presented his experiences from various projects. Interesting comment about computing on local machines versus cloud. - "Modern Marketing Measurement Stack" by Andy Kozak, who shared a high-level view of available methods (attribution, MMM, etc.) and when to use each. Interesting remarks about switching off/on channels so that the MMM gets variance for calculations. - "Tech Stack For Data Wrangling & Analysis - At Scale" - my presentation, where I described our setup with Snowflake and Apache Airflow at its core, with workflows and Quarto on top. - "AI And Analytics - What Is My Role In All This?" Marie Fenner shared her perspective, with a "no AI without IA (information architecture)", which is very true but often overlooked. - "Developing A Product From An Analytic Service" - Marta Florentyna Saratowicz and Robert Alexander Johnson shared a story of how their agency (IIH Nordic) developed a product. It's not easy to have consultancy and product under one umbrella, but for products with sophisticated setup, consulting experience helps a lot. - "Do You Even Analyze?" Wojciech Zak moderated a discussion where people shared their experiences on how to balance between building analytics stack and analyzing data. We've probably all had situations where we produce reporting but aren't sure it's being used for decisions, or focus entirely on analysis without confidence in where the data comes from. And of course, as a Measurecamp tradition - a therapy session by Alena and Timur. Some fun, as always :-) Meeting old buddies, and new faces (in random order): David Vallejo, Serhii Shkvarnytskyi, Fabrizio Bianchi, Aleksandra Görlich, Martin Kloos, Oleh Hryha, Elvinas Karalis, Marcin Stelmaszczyk, Cansin Atilgan Turgut, Fidan Aliyeva, Sharen Baijense, Wojciech Mroczek, and many others, with whom I had great discussions ... #Measurecamp, #MCWarsaw, #DigitalAnalytics, #MarketingAnalytics