Ole is Senior Insights Infrastructure Manager at SoundCloud, the world's largest community of sound creators. The SoundCloud platform allows people to create, record and share the sounds they create anywhere with friends, family and the world.

Ole analyzes and optimizes all parts of the platform that creators can use for their sounds. That includes the website Soundcloud.com, the widgets used in blogs and on Facebook as well as the various apps that connect to SoundCloud over the open API. Prior to SoundCloud Ole was Web & User Survey Analyst at Berlin-based Music production software maker Ableton.

Ole has a degree in Applied System Sciences from the University of Osnabrück in Germany. He has over 10 years of experience as a trainer and consultant in web technologies and web analytics.

Of all the channels in your traffic sources report, “direct” traffic has always been the least tangible. And if you’re dealing with a content-heavy website you may have noticed the percentage of direct traffic going up in recent months. The reasons for that can be many, but recent studies have found that email, instant messages and apps can contribute a significant amount to your direct traffic. In contrast to the traffic that you see coming from Facebook, Twitter and others - referred to as “dark social” traffic.

In this huddle we will discuss the impact “dark social” traffic has on your businesses, how to estimate the share of “dark social” direct traffic and share ideas on how this will affect traffic acquisition and attribution in the future.

"Real Time” data availability and analytics has become an increasingly sought-after feature in today’s digital analytics tool sets. And while many vendors have reacted and developed solutions to fulfill this demand there are few available options for some of the obvious next steps in this development.

The opportunities for leveraging real time data to stay ahead of the curve and generate business value are plentiful. Trending algorithms can help identify fast movers and viral growth in their early development giving businesses the opportunity to maximise retail or advertising revenue. Short term forecasting and time series analysis allow for faster detection of traffic anomalies and bugs.

In this Huddle, led by Ole Bahlmann of SoundCloud, we’ll discuss how forecasting with real time data can help businesses perform better.

Tom Betts joined the Financial Times in 2009 and is Head of Data Analytics & Campaigns for the Financial Times.Analytics is a significant and fast growing part of the FT’s business and Tom is responsible for the smart use of data to drive the FT’s business. He leads a globally-focused team with analysts based in the US, UK and Asia.

Prior to joining the FT, Tom operated in a consultancy capacity both independently and for a UK-based customer data and analytics consultancy (Detica). He was responsible for customer analytics and leading large scale data mining projects across multinationals in telecoms and financial services as well as extensive work in government.

Tom holds an MSc in Informatics from the University of Edinburgh and a BSc in Artificial Intelligence from the University of Sussex.

"Data, data everywhere but not a drop to drink". We’re collecting ever richer, detailed and sophisticated information on how our customers consume our digital products and services, from web browsing to mobile and site interactions. But how do we move beyond passively profiling and analysing this customer data to using it to take actions, to personalise and improve the experiences that our customers have with us? Pumping this information into your CRM is one way but what about pushing it right into your production services to aid personalisation and recommendation?

In this huddle, led by Tom Betts of the FT, we’ll look at the practical value of exploiting behavioural data to personalise and discuss pragmatic ways to make this a reality.

You and your team balance your time between a host of analytical activities for your internal customers. But how do you prioritise your projects and decide what to work on first? Where do you find time to undertake valuable R&D and to innovate? When stakeholders have an insatiable appetite for information and data, analytical teams often find themselves overstretched and answering ad-hoc questions or addressing operational issues.

How can you ensure that you are focused on the highest value items and buy yourself the time to take a step back and work strategically? After all, we’re advising our businesses on how to improve their strategy, so how do we ensure we do the same ourselves?

In this huddle we’ll explore mechanisms to manage the supply and demand for information and consider how to make time to focus on valuable work and avoid getting distracted.

Karsten Courtin is a web analyst since 2000. He has worked in various roles in sales, management and consulting positions for software vendors like Nedstat (now part of comScore), WebSideStory and Instadia (both now part of Adobe), and for agencies like NeueDigitale / Razorfish, S&V and Grabarz & Partner. Over the years he helped analyse and optimise websites of national and international brands such as Audi, Nintendo, Bertelsmann Arvato, Microsoft, 1&1 to name a few. Karsten currently works for electronics manufacturer Panasonic.

Some say the key to a successful web analytics programme is to establish structure. From tagging implementation to influencing business decisions – what are the crucial issues regarding web analytics and how can a web analyst ensure a solid groundwork for his/her daily work? Are there comparable structures in different business types or are they necessarily as unique as the company itself?

Karsten has being grappling with these questions for many years now. In this huddle he will lead a discussion about how should web analysts establish structure around their practices in order to gain maximum influence on key business stakeholders.

No C-level executive likes endless Excel dashboards. Is there any alternative? Impressive visualisations make the consumption of data much easier but can also lead to misunderstandings if read incorrectly. This huddle will discuss best practices regarding data visualisation and the best software tools to generate exciting, informative and informative visualisations of digital analytics data.

Etienne is a Director at Dell for Global Digital Analytics. His professional goal is to drive best in class evidence-based consultative analytics driving profitable business growth. He relishes the challenge of impacting cultural organisational change resulting in online companies becoming as data-driven as possible.

Etienne has been with Dell for six year, four of which focused on eCommerce. Prior to Dell he worked for Deloitte Consulting leading key projects in the area of Operations Management Improvement (Process Optimisation, Merger integration, etc.).

Etienne holds a Master degree (Cum Laude) in Organisational Studies from the University of Amsterdam and an International Executive MBA degree (honours) from Instituto de Empresa in Madrid. In addition, he is a graduate of the Royal Dutch Military Academy.

In this huddle we'll discuss good practice for finding relevant digital use-cases. We’ll look at how tools such session replay and usability could provide more actionable insights that cannot be gained using traditional web analytics. Can these tools help uncover relevant segments and customer pain points and does the cost, both financial and governance, of having them justifiable?

Finally, we'll consider how to integrate these tools to web analytics data and whether that integration drives additional value.

This huddle focuses on current practices for measuring success of digital analytics and testing with a particular focus on survey and feedback mechanisms. We’ll be exploring questions such as:

• Which metrics are the most commonly used (e.g. revenue per visitor, conversion rates, costs per sale, etc.) and what are the most common options to measure customer satisfaction?
• Do you measure a Net Promoter Score, or do you focus on customer feedback and related satisfaction scores?
• How can you analyse customer satisfaction effectively and what methods are most promising in order to make relevant conclusions on where and how to act?
• What are the related key customer metrics and what are the options to express the value of analytics in customer experience improvement?
• How can we best measure whether a recommendation or optimisation is really improving customer satisfaction?
• How can we express if a site action impacts overall selected conversion events metrics and how can we express to executives that these relate to an overall customer satisfaction trend?

We'll bring these threads together in a discussion of how we can create executive dashboards that show how/whether our actions improved customer experience and business metrics.

Alex leads UK social media at global travel agency Thomas Cook focusing on growing an engaged and valuable online community. Measurement and analytics are at the heart of that. Prior to joining Thomas Cook, Alex did digital and ecommerce at British Sky Broadcasting.

He also possess a first class BA and a Marketing MSc with distinction from the University of Manchester.

Digital purchase decisions are more social than ever before. Revenue is tied to ‘recommendations’ – and smart businesses use customer-to-customer data to drive conversions. This huddle is for anyone interested in improving online performance with data from C2C interactions: on social networks, on web property and at the joins.

20% of total time online is spent on Social Media sites. Social data helps other sites deliver tailored, relevant online experiences. Businesses know they need to plug in social data but the quantity and velocity can be overwhelming. This huddle’s a practitioner focused discussion on how we can point social media analytics at commercial success.

Marc Issel joined the Economist in 2011 and is Head of Analytics for Economist.com. Mobile apps are playing an ever more significant role for online publishers. That is especially true for the Economist. Part of Marc’s responsibilities is to ensure the end-to-end measurement of the Economist’s mobile apps including implementation, reporting, analysis and optimisation.

Prior to the Economist, Marc worked as a senior analytics and optimisation manager for global agency Wunderman, part of the WPP Group. He was managing the Global Project Leadership within the Nokia account. Marc has also spent four years with AOL in various marketing and analytics roles.

Marc holds a Master degree in Business and Economics from Heriot-Watt University in Edinburgh, Scotland.

App measurement and analytics are one of those new fields of web analytics that most web analysts have yet to fully experience. Marc Issel from the Economist has been deeply engaged in App measurement. In this session, Marc will be guiding a discussion of what you should be considering before you start an app analytics implementation; a review of the different types of app analytics available, and an exploration of the new and challenging elements of app analytics.

Measuring the success of marketing campaigns promoting mobile apps can be a challenge. This session will be a discussion of some of the options available as well as the planning for successful campaign tracking and performance optimisation.

Vaceslav Klassen has 8 years of experience in Web Analytics and is responsible for Web Analytics at Rhode & Schwarz since July 2011. Rohde & Schwarz is strategically based on four pillars: test and measurement, broadcasting, secure communications, radio-monitoring and radio-location.

Vaceslav acts as an internal consultant for different company divisions (Marketing Relations, Corporate Communication, Human Resources, Merchandising, etc.). His tasks include the definition of dedicated KPIs, reporting, controlling processes, improving online activities and the supporting international colleagues. Vaceslav holds web analytics courses for dedicated user groups with different backgrounds and boosts experience exchange on this topic.

Vaceslav studied computer sciences and psychology at the Technical University Munich. He is also founder and moderator of the working group ‘Web Analytics’ (D-A-CH region)on XING.

It is paramount to have a company-wide common understanding of web analytics, its definitions and benefits. In this huddle we'll discuss the development of general and dedicated KPI systems. We'll look at customisation of dashboards for reporting and how to interpret KPIs for status quo and trends. We'll also consider how to conduct internal training and how to develop so-called ‘key users’ for better knowledge transfer and experience exchange within the organisation.

Finally, we’ll tackle how the business model (B2B/B2C) influences KPI systems.

Everyone wants to make web data actionable and turn it into improvement suggestions. Testing programmes are ground-zero for actionable decision-making. But there are some common challenges such as:

• Identifying improvement potential online
• The design and implementation of tests in a complex website infrastructure
• Introducing testing concepts to the relevant stakeholders
• Continuously communicating during tests

In this huddle we'll discuss how to cooperate with the relevant company divisions (e.g. Marketing, Corporate Design, Communications), how to implement tests using different software and how to manage external consulting services.

Sebastian König is Head of Digital Analytics at HRS, one of the leading hotel reservation portals in Europe. Sebastian's team is responsible for web and marketing analytics on all digital sales channels as well as optimisation. In 2012 Sebastian introduced AB / MVT testing into HRS as a business and product management optimisation processes as much as a technology.

Previously Sebastian worked for full-service agency SapientNitro in areas of marketing strategy and business consulting. During that time he was involved in different projects around the optimisation of digital assets (product management, analysis and strategy), process optimisation, information systems and customer experience.

Sebastian holds a Master of Science in Information System degree from the University of Münster in Germany. During his studies he developed multiple web based applications and learned the technological basis that serves him at work to date.

These days most web analytics tools are configured to measure last touch attribution on sales. It is widely known that last touch is not the full truth. But what are the next steps to improving attribution? Which tools are available? What are the expected outcomes and is it worth the effort?

In this huddle we will discuss these questions as well as debate how to derive new attribution logic and the ways to put it into action. This is the perfect huddle for those who have either successfully tackled attribution issues, are in the midst of the process or are seriously considering a change from simple attribution.

The number of devices, browsers, mediums and apps each person uses to interact with companies is on the rise. Understanding this complex network of interactions and how they influence customer behaviour requires us tie together all touch points associated with every single individual. Not a simple task but one that promises to be incredibly rewarding for those companies that overcome this challenge.

In this huddle we will discuss the following questions:

• How can this be solved technically?
• Which tools are available to aggregate and analyse all this data at an individual level?
• What can we learn from such analysis?
• How could user experience be influenced and ultimately optimised?

Ulla has recently joined Sanoma, a European media and learning group, as Vice President. She heads up Sanoma’s Customer Insights and Analytics team within the Group’s Digital & Strategy unit. The team aims to drive personalised and high-value consumer, advertiser, and learning experiences and build world-class analytics assets for the utilisation of customer data. Ulla joined Sanoma from Nokia last September where she was leading Nokia’s Consumer Analytics team. She has over ten years of experience in management and economics consulting in Finland, Germany and the USA.

Ulla holds both an MSc Economics & Accounting and a PhD Economics (Econometrics) from the Helsinki School of Economics.

Whilst it has been demonstrated that high-performing businesses are more likely to use analytics strategically compared with low performers, an increasing body of research shows that many companies fail to reap the benefits of their (often sizable) analytics investments.

In this huddle, we'll discuss the reasons for companies failing to turn insights into actions and review the key success factors for the positive integration of analytics results into business decision making.

Following the rapid digitalisation of consumers’ everyday life, consumer data is becoming a differentiating factor and a core asset for many industries. This huddle discusses the key elements to be considered when ramping up a company-wide consumer data and analytics initiative for solving business decisions through data. We will discuss the role of strategy and vision, use-cases, consumer privacy, architecture & technology, data management, governance, analytical skills, and organisational structure in the successful execution of the consumer data strategy.

David Leese is a Digital Optimisation Manager for Dell covering the EMEA region. Prior to Dell, David worked as a Web Analyst for the Co-Operative Financial Services in the UK where he gained five years’ experience with both web analytics (Adobe SiteCatalyst and Discover) and business intelligence (SQL and Business Objects) tools. His primary interest lies with online testing. He has his own hard-coded HTML website (tagged with Google Analytics) where he runs a few of his own tests. He also blogs about his experiences as an online analyst and testing manager.

David holds both a BA and MA degrees in Physical Sciences from the University of Cambridge in the UK.

If we are to believe what the A/B and MVT testing vendors tell us then we should all be expecting double-digit percentage uplifts the moment we start testing. Unfortunately, reality is somewhat different. Experienced optimisation managers are all too aware of the difficulties of running a successful testing programme.

In this huddle, led by Dell’s Digital Optimisation Manager David Leese, we will discuss some of the most crucial questions of testing:

• How long is a test win valid for?
• How long after implementing a test winner should we be looking to retest or redesign?
• Would a test run over a two-week period still be a winner three, six or 12 months on?
• Do you ever test against a previous loser – just to make sure?
• How quickly do your visitors’ needs change?
• Is yesterday’s winner today’s loser?

Join us for what is bound to be an eye opening huddle for anyone looking to improve their online testing programme.

Establishing a new testing programme – or taking an existing one to the next level – is often about getting management buy-in. Are you really moving the needle or are you under pressure from management to show some value from your tests? Are you testing minor changes or are your whole-page redesigns and large-scale changes failing? Do you know the aim of your testing plans? Is your testing in line with your aims?

This huddle will dive into one of the key decisions that shapes your testing program: whether to go for small incremental changes or shoot for bigger, more fundamental tests. We’ll explore how to find the right balance and how to know when to choose a high-risk strategy and when to play it safe.

Ross is Service Owner, Web Analytics across Europe and the Middle East for the Walt Disney Company. He is responsible for all aspects of Web Analytics including maintaining and improving a common platform across many sites and languages, while meeting the diverse needs of both local and regional stakeholders and product owners.

Prior to Disney, Ross worked for Yell Group (a UK directory company) and helped migrate Yell.com from a SPSS web log analytics solution to Omniture SiteCatalyst. He acted as the product manager for analytics, responsible for implementation and data quality. He also led projects covering web and mobile platforms, and creating multi-channel data sets.

Ross holds a BSc Applied Computer Science from the University of Reading.

A web analytics implementation is a living ongoing process. As business questions evolve so should an implementation. Without care and attention the implementation and use of the data could become stale or even irrelevant.

In this huddle, led by Ross McDonnell of the Walt Disney Company, we will discuss the essential governance processes required in order to create a strong foundation for analytical success. Processes such as analytics tool audits, data requirements reviews through engagement with stakeholders, naming standards across multiple-language websites and maximization of tool usage within your organisation. You should come out of this huddle armed with practical ideas of how to get more out of your web analytics implementation.

Customer Analytics demands data about… the customer. That data lives separately from web analytics data most of us are used to using meaning integration of the two is essential. Integration of digital and non-digital data is far from easy.

In this huddle, led by Ross McDonnell of the Walt Disney Company, we’ll look at the opportunity beyond the web analytics tool and the challenges of integrating data. We’ll cover CRM systems, Customer Data Warehouses, Voice of Customer data and a host of other potentially interesting data sources to figure out where the biggest opportunities lie and which sources present particular integration challenges.

Matthew Niederberger is a generalist, a non-conformist insights junkie who’s addiction to finding meaningful and actionable data have helped shaped his career. With a passion for not only ‘what’ happens but also ‘why’, Matthew is dedicated to creating a full 360 degree view of what happens online. Even though intuition plays a critical role in many organisations, it is crucial to take away as much of the guessing as possible. By using web analytics, voice of the customer, interaction analysis and many more techniques, Matthew knows how to get insights, even if it turns him into a corporate pirate of sorts. In the end, it’s the insights that count.

Data, data, data, it seems that everything revolves around data. We are stars at knowing what happened but do we know why? In this Huddle we’ll look at how you can close the gap between ‘what’ and ‘why’ by giving your visitors a voice. Gain insights into ‘why’ visitors abandon a purchase process or bounce on a landing page. Nothing builds empathy between you, your managers and your customers more than conversation. Keep an open mind and tune into the Voice of the Customer.

Big insights don’t warrant big invoices from expensive SaaS tools. What methods are there to enrich our understanding of the visitor and their online needs? From single question surveys to scroll heatmaps; from interaction analysis to remote user testing - we’ll take a look at alternatives to big data systems. With a huge selection of user research SaaS tools out there, how do you get started? How can you enrich and correlate, your quantitative data with qualitative insights? It’s easier than you think, and in this huddle we’ll discuss the why, the how and when (right now!).

Peter Pletsch is Manager Quantitative Analysis at meinestadt.de. He joined meinestadt.de in 2008 and implemented a new Web Analytics solution along with an open source OLAP system. His team is responsible for all data relating issues in the company from implementing new systems to conducting analysis or building new management dashboards and reports.

Peter studied business administration in Frankfurt and Prague.

With the rise of smartphones and tablets online analytics separated into analysis of mobile websites, apps and desktop websites. With responsive design the separation between desktop, tablet and smartphone Internet is annihilated.

In this huddle we'll discuss what this means for your online tagging and your overall analytics strategy.

More and more data is available in companies and more people are needed to analyze this data and generate value from it. In this huddle we'll discuss strategies to find, educate and retain highly skilled analysts and data specialists. Do you get fresh people right from university (which one?), “grow” them or hire specialists from the job market?

Tim-Fabien Pohlmann has 10 years experience in working with statistics and analytics. Before switching to web analytics in 2008, Tim-Fabien worked in various fields of economic research, statistical programming and consulting. As a web analyst Tim-Fabien has developed for two years the web analytics implementation in the Marketing department of Bertelsmann group. Since 2010 Tim-Fabien is with Germany’s well known Social commerce company Spreadshirt. He focuses on customer and traffic analytics as well as on a close networking of all departments with regard to their web analytics activities.

Tim-Fabien holds two Master degrees in economics and statistics from Humboldt-University Berlin.

What is key for a great web analytics programme and how can you create an individual fingerprint of a business from it? How do you set up a web analytics framework that takes all the important elements into account and alerts the web analyst as soon as something peculiar happens?

Building and maintaining such an implementation is a never ending task. In this huddle we'll discuss how to manage this process effectively, how to evolve our implementation and how to justify our efforts in the eyes of management.

There is a lot of hype around social media. The focus is mainly on “how to get in touch with new and existing customers via social media?” and “how to use social media as an enabling medium for a long lasting relationship?”

In this huddle, we’ll take a look at how real and effective social media analytics is and can be. We’ll look at the potential stumbling blocks to connecting customers and social behaviour.

Piotr Poznański currently leads the traffic and UX team in Eniro Poland. In order to achieve his primary goals – traffic and conversion for a yellow pages websites and apps – he is looking for synergies in UX, SEO and analytics. Prior to Eniro, Piotr worked for Amnesty International, Hewlett-Packard, interactive agencies and co-founded a consulting company focused on UX and SEO.

Piotr holds MSc in Management and Marketing from Technical University in Kraków and Award for Achievements in Web Analytics from UBC. His idée fixe is to improve the World we live in, thanks to insight and better accountability driven from analytics.

Design for digital is a multi-disciplinary practice involving: UX designers, content managers, SEO specialists and analytics practitioners to mention a few. Although they work on the same project their points-of-view could vary significantly. The biggest gap is usually between right-brain dominant designers and left-brain analysts.

In this huddle we will explore how to shape relations between analytics and design professionals to create a great multi-disciplinary practice. We’ll focus on questions like:

• How to explain that analytics is not limiting creativity but in fact can boost it?
• How to communicate analytical findings to designers?
• How to develop a common language?

Whether it is sexy or not organic search traffic still accounts for roughly 50% of traffic to many websites – enough to pay special attention to SEO and develop a set of dedicated metrics. Searc practitioners have developed many SEO specific metrics including: branded vs. non-branded traffic ratio, average rankings and indexation ratio.

In this huddle, we’ll discuss SEO-specific metrics and analysis. We'll focus specifically on the issues presented by lengthy search keyword lists, normally on very large websites. Many standard SEO analysis approaches break down when it comes to large websites with thousands of pages or more.

In this huddle we'll discuss possible approaches to support SEO – even on very large websites – with actionable insights from web analytics.

Michael Roth has 13 years web analytics experience and strong business and technical backgrounds. He has worked as a web analytics product owner, consultant and team lead for agencies such as I-D Media and SinnerSchrader.

Michael has been working for Xing, the business social site since 2008. Notably, he has learned that companies can accelerate innovation through experimentation as it is the customer's experience that ultimately matters.

Rubbish In, Rubbish Out - goes the old saying. The worth of any web analysis is greatly shaped by both the quality of the implementation and the confidence the analyst has in that implementation.

In this huddle we will discuss some of the technical aspects of web analytics implementation. We will focus on how and where to place tags, maintaining tagging consistency, running quality assurance and using tag management solutions.

The guiding question throughout the entire huddle will be - how to build your infrastructure to get the best insight from your web analytics tool.

What processes are needed to run a digital analytics practice efficiently? In this huddle we will discuss the various factors in play: single analyst vs team; stakeholder management; complexity of analytics requirements; management buy-in and expectation management. We will ask what are the critical steps in the path to analytics maturity. Which tools should we consider in the processes of definition, measurement, analysis and conversion.

We will also debate the role of agile in the analytics process and how best to introduce agile practices into the analytics work flow. This promises to be an exciting huddle for both analysts and analytics managers looking to improve their team's performance and gain greater credibility with company management.

Alex is a director on the growth team at Facebook where he has worked for almost five years. His team uses email, notifications, SMS, onsite merchandising and search marketing to help drive retention and acquisition of users for Facebook. Prior to Facebook Alex worked for almost four years at eBay on the affiliate, paid search and targeting teams in London and San Jose.

Originally from the UK, Alex holds an MSc in Experimental and Theoretical Physics from Cambridge University.

Join Facebook’s Alex Schultz for an exploration of mobile as an independent channel. For many businesses, mobile is another cog in a larger digital system. For an increasing number of businesses, however, mobile is becoming the main focus of digital programs and the driving force behind digital growth. When mobile is THE channel, a lot changes – including your approach to measurement and the techniques for driving mobile adoption and optimisation.

In this huddle we will discuss the various possible approaches to mobile measurement and how to integrate your mobile measurement strategy with your digital measurement strategy.

Today’s enterprise isn’t much interested in analytics without a purpose. More often than not the purpose of analytics comes down to better targeting of customer offers and messaging. Alex Schultz has been driving Facebook’s re-targeting and engagement programmes for some time now. He is tasked with exploring ways to use digital behaviour to find and engage with customers at the right time with the right conversation.

In this Huddle, we'll discuss the methods of re-targeting, how to measure re-targeting efforts effectively and the opportunities for re-targeting presented by different types of web properties.

Ana Soplon is a Web Analytics Manager for Spanish healthcare providorSanitas (part of the BUPA Group). Ana applies web analytics to direct response marketing, conversion funnel optimisation, A/B testing, campaign analysis and attribution modeling.Previously she was responsible for the implementation of Adobe SiteCatalyst at Spanish direct insurer Linea Directa.

Ana holds an Industrial Engineering degree in Chemistry from the University of Zaragosa in Spain and an Award of Achievement in Web Analytics from British Columbia Institute of Technology.

Multichannel analysis is one of the biggest data challenges faced by corporations. The ability to identify customer behaviour across channels and, more importantly, being able to match it to a single individual is a key competitive differentiator.

In this huddle we will discuss the best ways to calculate online lift from offline activity, creating multichannel customer profiles and the importance of matching costumer with the most relevant channel. Finally, we will look at ways to integrate reporting with different channels data to enable analysis and optimisation of the entire marketing strategy.

It is a common perception that mobile apps present new tracking and reporting challenges. But is that really the case?

In this huddle, led by Ana Soplon of Spanish healthcare provider Sanitas, we will explore the most relevant metrics for Mobile and debate the pros and cons of aligning with our standard web metrics.We will also discuss the role of Mobile apps in the overall customer journey and the consequences of moving people and services from web to apps.

Craig is currently Director of Optimisation for RUSH Hair. He looks after optimising visitor behavior in nice ways for the business and is looking after a number of technology and testing projects.

Craig had previously been with Belron since 2008 (Group company that owns Autoglass), improving the sites for 33 brands in 19 languages around the globe and running a team of optimisers, UX people, SEO specialists and project managers.

Craig has been blending a fun mix of Agile, UX, insight, analytics, multi-variate testing and optimisation techniques for several companies over the last 11 years. He has built teams, run projects or used conversion voodoo on the likes of John Lewis, LOVEFiLM, Ocado, Waitrose, Zoopla and a smattering of tech startups. He tweets on topics like UX, Neuropsychology, Mobile technology, Persuasion, Copywriting and more as: @OptimiseOrDie.

Craig talks regularly at events and is given good feedback from delegates because of his knowledge of his subject area and a wealth of practical tips you can take away and use. He shares a home in Blackheath, London with his two girls and Rolf the Cat and is a part time DJ at weekends for entertainment.

In this huddle, we’ll explore the Swiss Army Knife of tools that you want to add to your belt. We’re often looking for data to augment our understanding of a problem and sometimes we need another data source to help triangulate a problem. Craig will draw on his knowledge of CRO techniques and the practitioner community to guide a discussion around topics like session replay, voice of customer, screen recording, agile PM, productivity, performance and inexpensive or even free split testing tools.

In this huddle, we’ll take a look at what you are using to dig into the customer side of the numbers. We want to explore the usability techniques, tools and satisfaction measures that really make a difference and add a human face or insight to the numbers. Craig has been running agile, iterative, user-centered design projects for a few years now (or trying to) and the theme here is to explore where qualitative and quantitative can come together. We’ll look at where usability techniques, analytics, testing and feedback loops can be used to improve the quality and experience of your product.

Ian Sutherland is Finance Director at Stylistpick.com one of Europe’s most innovative online fashion brands. Launched in London in 2010, Stylistpick’s team of stylists and buyers source on-trend fashion from around the world for women in the UK, France and Spain. Personalization sits at the heart of the Stylistpick proposition.

Ian’s role at Stylistpick is multi-disciplinary. In addition to finance, he has a leadership role in operations, data-led marketing, customer insight and analytics. He brings a passion for for the use of analytics to big data and has a keen focus on understanding the customer and improving site performance through web analytics techniques.

Ian has been working in the world of London startups for four years. Prior to that he worked in the music industry with both EMI and Universal Music and was the founder of an independent live performance music site. He trained and qualified as a Chartered Accountant whilst working at Ernst & Young in 2005.

Many businesses already carry out some form of A/B testing, but not many have taken it to the next level. Applying a personalised approach by defining user segments to carry out the tests can be transformative for businesses. The ability to take into account user behaviour or personal preferences adds a whole new dimension to split testing and can show some effective results if implemented correctly.

This emerging field opens up a whole set of new questions and challenges for data-led marketing:

• What forms of user data can be used to drive this type of activity?
• How do you best analyse the data?
• How do you scale and maintain the process effectively?

This huddle will discuss the fundamentals of an analytical approach to personalisation – from A/B testing to implementation.

So you’ve identified what needs to be done to improve visitor conversion, and of course, it involves some additional investment. How can you apply your findings from web analytics to influence your financial stakeholders and get them to back your business case?

Web analytics often involves understanding the metrics of the user, from visits and engagement through to conversion — all critical information for the business. But there are also other KPI’s such as ATV, LTV, ROI, revenue, profit and cash that are equally important to the financial decision makers — from marketing teams through to finance, senior management, the board and investors.

In this huddle Ian Sutherland will discuss which measurements mean the most to finance professionals, how to make the business case for analytics, and how other company-critical metrics can be applied to web analytics.

David N Williams is Head of Customer Intelligence at ASOS, the global online fashion and beauty retailer. Prior to ASOS, he was Operations Director and Co-founder of the visual search based fashion search engine, Pixsta (later Empora) and has over 10 years experience in Venture Capital backed eCommerce startups.

David holds a BA and MA degrees in Mathematics from the University of Oxford.

Big Data is a term that rings especially true in the world of web analytics. The sheer volume of data we collect dwarfs most if not all of the other customer centric data systems in our businesses. The web analyst in us wants to slice and dice this data ad infinitum and join it up to create the ever illusive ‘single customer view’ yet this can be as much of a trap as a solution as we attempt to keep front of mind exactly which problem we are trying to solve.

In this huddle we’ll discuss real world experiences with getting Big Data systems, including Hadoop, up and running and share the successes (and failures!) that we’ve had in driving value from them. This is an opportunity for anyone that is beginning this journey or whom has already embarked on it to come together and share insight.

Our discipline is evolving at a rapid and exciting pace – from web to digital analytics and now to data science. Yet there is a profound lack of recognised qualifications in our space to help vet applications. So how do you find and hire smart people? How do you best structure a diverse and evolving team? How do you get executive buy in and where do you ultimately place that team within your organisational structure? This Huddle is for anyone that is facing these questions or has had success in answering them to come together and share insight.