In this episode of Digital After Dark, Andrew and Matt dive into their experiences at MeasureCamp London 2025, an unconference powered entirely by the analytics community. They reflect on the energy that comes from 450+ analysts giving up a Saturday to learn, share, and collaborate as well as remanence on the evolution of MeasureCamp—from its early days of beanbags and pizza to today’s polished format with sponsors, merchandise and expertly managed logistics.

They walk through memorable moments from the day: the mad “Black Friday dash” to claim session slots, the humour and chaos of handwritten talk cards, and the joy of reconnecting with industry friends. As both presenters and attendees, Matt and Andrew experienced the day from multiple angles, comparing notes on crowd sizes, room selection strategy, session clashes, and the sense of community that continues to define MeasureCamp.

The episode then moves into a rapid-fire discussion of the sessions they each attended, ranging from Simo Ahava’s exploration of server-side tagging philosophy, to clever GA4 anomaly detection approaches, to compliance innovation at Condé Nast, to TV analytics “fiendish questions” from ITV. The hosts also tease upcoming podcast guests they met at the event and share key personal takeaways—new tools, new ideas, and renewed appreciation for the digital analytics community. 

The second part is still being edited, where Matt and I present to each other the sessions we presented at MeasureCamp.  Listen through the closing to listen to why there was a break in the middle.

TOPICS COVERED:     

• What MeasureCamp is, why it matters, and how the London 2025 edition was organised
• The “session board rush” and discussion of fairness, first-timers, and room allocation
• Overall vibe of the day: community, conversations, introverts surviving social overload
• Session breakdowns (list below)
• Themes: schema validation, data quality, consent & compliance, server-side tooling

 SESSIONS ATTENDED

• Unsolved Problems with Server-Side Tagging – Simo Ahava
• GA4 Anomaly Detection and Data Quality Checks at Scale – Marco Tognon
• Enhancing Condé Nast’s Compliance Methodology with Snowplow
• Discussion on AEP, CJA and CJO with Max Lagace
• When Data Talks but Nobody Listens: How to Present with Confidence – Parveen Downar
• Three Fiendish Questions from Streaming & TV Analytics – Tom Milne (ITV)
• Open-Source GTM Alternative – Alexander Kurzel. (elbwalker.com)
• Server-Side Circus: End-to-End Server-Side Setup in 15 Minutes – Annie Salo CEO of tracklution
• GA4 Custom Events and Event Schema Documentation - Hawa Teladia
• iFrames Are a Pain (But Don’t Have to Be) –  Kaail Bigos