Machine Learning is everywhere, also in Google Ads. In my talk I'm not going to deepdive into specific ML features more into ways how PPC Managers have to deal with it and how it's changing the way we are managing Google Ads accounts.

Google is pushing its AI, reducing the amount of control for PPC experts. You can use scripts to monitor the impact of the AIs and regain control. At the end of my talk you will have a ready to use step-by-step approach to analyse the impact of some of Google Ads latest AI algorithms, as well as a way to regain some control using scripts.

Ever wondered why the numbers don't quite add up? This is a look at how modern attribution evolved to solve a problem of our own making, helped enable Brexit and generally gave us all a headache. Then some suggestions on how we might simplify our approach to valuation of media channels and customer interactions and act a bit more rationally.

In this talk I will share my experiences running a marketing team using the Scrum framework and some of the marketing specific customisations the process requires. I will also be making the argument for why marketing departments should consider stealing developers processes and tooling to deliver and monitor iterative improvements.  

Practical examples of exactly what you can do with Supermetrics, how to build clear dashboards by manipulating data in Google Sheets and why this is useful for accurate reporting and forecasting as well as time saving.

Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.

In larger organisations, it can be difficult to ensure that meaningful audience data is available to all of the people who might be able to benefit from using it. In this talk I'll share how we built our own analytics service to unlock audience data for our content creators at the BBC.

Finding the impact of content - both commercial and creative - can be difficult and involves a lot of different tools. From pageviews, rankings, search terms, CTR, conversion rate and more, it's a lot of data to process from different places. But by pulling data into DataStudio in a visual way, you'll save time and effort, giving more time to make those improvements.

Data Studio updates + developer features - how to use it to visualize and create dashboard for your data.

Experts in marketing attribution since 2002, Mediahawk know how to track all of your conversions from all of your channels - whether that's digital, offline or by phone. Correctly identifying all of your conversions is key to creating a positive ROI for your business or your agency clients.  We'll show you what you're missing and more importantly, how to fix it!