Superweek is an annual analytics conference where the industries’ “best” meet at the top of a mountain (literally) to share ideas and learnings. The audience and speakers include digital marketing professionals, analysts and thought leaders of the measurement industry. This year the event is taking place from Jan 29 – Feb 2 and is held in Budapest, Hungary. The key topics covered were analytics, data, privacy, machine learning and AI.
Our CTO Matt Stannard was invited to speak alongside Kristoffer Ewald (CIO of Artefact) which served as an excellent opportunity for them to share their unique insights and expertise with the analytics community. The show had talks from some other top industry experts too: Krista Seiden, Jim Stearn and Matt Gershoff with Avinash Kaushik and Simo O’Hava being on the past speakers’ roll call.
As well as their own talk, Superweek offered us the opportunity to understand how others are handling GDPR and potential issues around how (and what) datasets should feature on our roadmap to help Data Analysts and Data Scientists. There was also a lot of insight into how AI and Machine Learning can help improve the product – a subject that Matt has written about himself.
Matt and Kristoffer discuss User Graphs
The topic of Matt and Kristoffer’s talk was User Graphs. For those who are still none-the-wiser, allow me to briefly summarise the key points:
For the past decade, people have only really been measured based on their activity on a website. However, in today’s online world, people engage with so many platforms. For example, you can use The Happiness Index to help measure the satisfaction of purchases for customers or to analyse the sales process and discover key focus areas that require action.
Kristoffer explained the need for brands to create user graphs and create reasons for users to engage and share their data with a brand. Matt then took the audience through how profiles could allow a brand to integrate website data with other sources to ensure all systems work in unity. This improves the effectiveness of the systems and streamlines processes – thus boosting efficiency and productivity.
On top of this, you can use the data to understand paths a user took before purchase and see how they then voted (a process could be repeated). By integrating this with other data sources, your analysts can begin to correlate and understand the impact and correlation of positive onsite experience with a customer’s happiness. After all, a happy customer is far more likely to come back and maybe even become a loyal brand ambassador…
It’s not “Goodbye”- it’s “See you soon”
We hope to return next year to teach (and learn) more innovative ways to allow data and technology to empower workforces and positively impact processes. Thanks Superweek – we had a great time!