Saturday 22 Sep, 2018

Starting at 9am

Etc Venues

One Drummond Gate, Victoria, London SW1V 2QQ


MeasureCamp is an unconference and one of the things this means is the Session Board starts the day off blank.  Anyone can run a session, it can a presentation, a discussion or even a gameshow.  When the board is declared open, people claim a timeslot and room by adding their Session card to the board.

You can get more information on Session cards and download a blank version yourself from this page.  Sessions can also be submitted in advance from this form, we will publish these online for feedback and print out a copy for the day.

9:00am - 10:15am

Registration and Breakfast

9:50am - 10:00am

Introduction for first time MeasureCamp attendees

10:15am - 10:45am

MeasureCamp Opening

11:00am - 11:30am

How real time analytics dashboarding can help your business by Tony + Vitoriia

Using Google Real Time Analytics, we've developed a customised data framework to help Time inc understand our performance.

At 11:00am - 11:30am in Snowplow room.

Find Signal in Noise by Michal Brys

- 6 Steps to find value from messy data
- How to select information and conduct well prepared analysis
- Example of training MC models on Google Analytics data in R

At 11:00am - 11:30am in Mezzo room.

Discussion on state of Adblocking in 2016 by Chris Byrne

At 11:00am - 11:30am in Leap Three room.

Where does your data come from (tool agnostic!) by Alice Moore

- How is a site tagged?
- How is data stored?
- How do you decide what to track?
There is prizes!

At 11:00am - 11:30am in Bime room.

Digital Product Design is [insert picture of turd] and we're all going to die... by @OptimiseOrDie

In this talk, Craig will explain what Microwave Meals, The Internet of Things, Dog Poo and Edwardian Design have to do with modern product design. Oh, and we're all going to die, did I mention that?

Presented last week at Conversion Summit, this talk explains the organisational and human problem that few of us talk about - the need to change the shitey way things are built, before it's too late.

The Lean Corporate movement is also explained, showing how optimisation, testing, lean, agile and more - can reform the wastage and inefficiency that hobbles us. If your place needs rehab or you want a laugh, this session is for you!

At 11:00am - 11:30am in Klipfolio room.

How to Build an Attribution Solution in a Day 0 well, maybe a couple of days ;) by Phillip Law

This talk focuses on an ETL process that results in a barebones rules based attribution model. This solution takes a raw clickstream data feed, transforms with Python, and then loads into Tableau for Visualisation and Analysis

At 11:00am - 11:30am in Tealium room.

Baking Digital Analytics Into Your Projects by Charles Measden

Discover useful tips oon how to ensure analytics is considered from the outset of every project.

At 11:00am - 11:30am in Lynchpin room.

11:35am - 12:05pm

Voice Search: the good, the bad and the don't know by Ian Lewis and Michael Patten

A discussion about voice search and how it will effect search and performance

At 11:35am - 12:05pm in Calltracks room.

web Analytics Segmentation: Do or Die? by Tom van den Berg (Online Dialogue)

- All data in aggregate is "crap"
- Which segments do you apply?
- How to analyze different segments>

At 11:35am - 12:05pm in Lynchpin room.

Easier and faster page element interactions tracking with Kermit by Alban Gerome

80% of your page elements tracking done by the devs. More time for you but watch out for the server calls!

At 11:35am - 12:05pm in Tealium room.

Combine and Rule: How to build analytics system that has all the data by Audrey Sukhovoy

Data people live in the world of chaos: behaviour and transactions data are being lost on the way to GA; revenues, costs and online actions are stored in different systems; already collected data is being changed over time; reports are being sampled and slow to refresh. And business is always moving forward demanding data-driven decisions. I will show the way out and how to manage it with Google BigQuery

At 11:35am - 12:05pm in Klipfolio room.

Stop It! by Dan Truman

Let's argue analytics

At 11:35am - 12:05pm in Bime room.

Tableau & Google Sheets 101 by Li Kim Lee (Mezzo Labs)

Automating reporting without integrated data architecture or data entry teams. We show you one simple way for GA and look forward to talking about different methods from you.

At 11:35am - 12:05pm in Mezzo room.

Snowplow Analytics - the Founder's Story by Yali Sassoon

How we are trying to change the way that digital analytics is done. What has happened so far.

Alex and I will talk about:
- Why we started Snowplow
- How we want to change the way digital analytics is done
- How the digital analytics industry has changed in the last 4 years
- What we plan to do at Snowplow next

We would like this session to be as much about the future of digital analytics as Snowplow specifically

At 11:35am - 12:05pm in Snowplow room.

12:10pm - 12:40pm

Event data modeling by Christophe Bogaert (Snowplow)

How to make atomic/event-level data truly valuable

At 12:10pm - 12:40pm in Snowplow room.

Text Mining with RStudio by Ashley Lindley (Manning Gottlieb OMD)

This session covers the what, why how behind an RStudio recipe for analysing social listening data for use in Digital Marketing Campaigns and Optimisation

At 12:10pm - 12:40pm in Mezzo room.

How to grow your consultancy? by Michael Feiner

Starting out or been doing this for years; only you or have a troop of analysts - come and discuss how you can do BETTER!

At 12:10pm - 12:40pm in Leap Three room.

App Tracking 2.0: Google Firebase Analytics by Michaela Linhart

Short introduction to the new Firebase Mobile Development Sutie with focus on Firebase Analytics. Life hacks, best practices, analysis highlights.

At 12:10pm - 12:40pm in Bime room.

Supercharge your Organic CTR: SEO datalyer3 by Phil Pearce

Explaining recent changes to JSON-LD Schema (machine readable JS data) & how this can be used to track and then improve organic CTR:
- Moz new competitive intel tool for reporting JSON-LD detected in SERPS.
- Spamming the crap out of Google.
- GTM confir files to take away and enable.
GTM import file:

At 12:10pm - 12:40pm in Decibel Insight room.

Google Analytics Configuration Audits by @OptimiseOrDie

How can we automate this stuff?

Open discussion about how we might build an automated tool, with user input, which will check for the most common GA Configuration and Collection mistakes.

We're interested in making a tool - so if you have ideas for what to check how we might automate this - then come along! If you're interested in broken configs, come enjoy the debate...

This is a BIG problem for many companies (they just don't know it!) - Charles Measden and Craig Sullivan will moderate and see if we can come up with a workable solution FTW!

At 12:10pm - 12:40pm in Klipfolio room.

Automated Optimization with Smart Notifications by Jorrin Quest (

Why & how we created a BANDITS ALGORITHM for conversion optimization

At 12:10pm - 12:40pm in Tealium room.

PLEASE HELP! G.A. Audit by Derek

I need to make a Google Analytics audit template and not sure where to start...

At 12:10pm - 12:40pm in Lynchpin room.

How to build your own analytics system with RStudio/Shiny Servers on a GCP Ubuntu Cloud Machine by Luca Valnegri (@datamaps)

Shiny Server can deliver your R visualisatons, EDA tools and predictive modeling to your team members, colleagues and/or stakeholders in a modern way without breaking the bank.

This is an interactive workshop, a laptop is required. Also, to follow along you'll need to start a billing account with Google Compute, but everything will be absolutely free!

At 12:10pm - 12:40pm in Calltracks room.

12:40pm - 1:40pm


1:40pm - 2:10pm

How to tell a story using data. by Sylvia Rogo

- Data storytelling
- Data visualisation
- Insights
-> Utilisation

At 1:40pm - 2:10pm in Calltracks room.

Content Tracking + Analytics with GTM by @TheNextWeb @Martijnsch

- GTM Tracking
- Custom Dimensions
- Share TNW cont.

At 1:40pm - 2:10pm in Tealium room.

Google DataStudio: First Impressions by Phil Pearce

A review of Google Data Studio so far...

- Installing a US Proxy & Known Issues
- Dashboard library
- Tips: Predations & conditional formatting
- Quiz

At 1:40pm - 2:10pm in Klipfolio room.

Bime: Interactive dashboard design workshop by Marion Pavillet

- Get actionable information from your data
- Visualise all your data in one platform

At 1:40pm - 2:10pm in Bime room.

An introduction to Firebase - App Analytics by Kirsty Simms & Jaryd Buggins

A beginner's introduction to the Firebase console with a focus on Firebase Analytics (Mobile App Tracking)

At 1:40pm - 2:10pm in Leap Three room.

How do I start a virtual agency/freelancer network by Michael Hayes

I'm a GA freelancer who works remotely, I want to outsource work on hourly rate. If you're interested in such work or hiring other freelancers, come and discuss how we can work together

At 1:40pm - 2:10pm in Mezzo room.

The most common pains of a web analyst and how to cure them by Yves Ferket

Are you still exporting your data, putting it in Excel? Struggling with the IT department?...
We got the solution(s)

At 1:40pm - 2:10pm in Snowplow room.

2:15pm - 2:45pm

Building Measure-Powered Products by Alex Dean @Snowplow

- As analysts we are often one stage removed from product building
- New technologies are enabling us to build measure-powered products
- I will show how!

At 2:15pm - 2:45pm in Snowplow room.

Google Tag Manager Strategies by Annabel

Auto event tracking vs hardcoded data layer pushes PROS + CONS

At 2:15pm - 2:45pm in Mezzo room.

How to implement GTM for Apps and is it worth it? by Jim Williams @ju2ltd

I would like to hold a discussion on the subject of using GTM to implement GA on Apps (mainly iOS). What are the pros and cons, potential gotchas, things to be aware of.

I have used GA on both iOS and Android Apps but never used GTM so would like to learn from others.

At 2:15pm - 2:45pm in Leap Three room.

Web Analytics and Unified Segmentation for Business by Nave-Antoy Clavel

- Segments Definition
- Web Analytics segments for business
- Unified segmentation
- Adobe Audience Manager

At 2:15pm - 2:45pm in Bime room.

JavaScript for Analysts by Simo Ahava

Code and stuff (but still fun)

At 2:15pm - 2:45pm in Decibel Insight room.

Last click attribution is dead. What's next? by Mariaa Bocheva

95% of online businesses measure the efficiency of marketing campaigns using last non-direct click or another position based model in Google Analytics. This approach does not give you an objective picture: not all transactions are being logged, offline is not taken into consideration and neither is mutual campaigns influence on each other. This presentation will introduce a brand new logic of attribution modelling where the value is distributed across traffic sources based on micro conversion and transactions that help visitors move through the sales funnel.

At 2:15pm - 2:45pm in Klipfolio room.

The Incident of the Dog in the Night by Ivan Bager and Steen Rasmussen

As an analyst we have a tendency to focus on the available data, but some time overlook the data which is not there, but should be. In this session we explore the missing data.

At 2:15pm - 2:45pm in Lynchpin room.

2:50pm - 3:20pm

6 Marketing & Sales Dashboards We Use Every Day by Chris Wolski, Product Marketing Manager, Klipfolio and Zach Kathnelson, Senior Manager of Growth, Klipfolio

We'll show you 6 marketing & sales dashboards (with over 50 metrics and KPIs) we use to run our business:
- Monthly sales board
- Net retention dashboard
- Sales team scorecard
- Inbound marketing dashboard
- Google Analytics dashboard
- Content marketing dashboard
We'll tell you how we use them and how to build them

At 2:50pm - 3:20pm in Tealium room.

Attribution modelling with Markov Chains by Lukas Kakalejcik

Many of marketers rely on last click attribution. However, more than 95% of customers are not ready to buy during their first visit. What does it mean? You should map their journey from the first contact with your company until conversion happens.

Attribution models are great way to assign a credit to a marketing channel during each touchpoint. However, Heuristic models (the ones that can be found in Google Analytics, too) are not data driven and thus they are not accurate enough. Thankfully, Markov chains can provide us with a more precious evaluation of marketing channels.

In my presentation, I am going to describe the logic behind Markov chains, steps how to perform this analysis using Google Analytics and R, and I will also compare Heuristic models with Markov chain using real-world data.

At 2:50pm - 3:20pm in Klipfolio room.

How do we tell them they need "adaptive" design by Tom Edmonson

Responsiveness is sooo last year, the tide of mobile stops for no man (or woman).
10 min tak on what I did then chat about site speed and adaptive design
(No slides)

At 2:50pm - 3:20pm in Leap Three room.

1 Company - 1 Tracking Concept by Matteo Fava

30 backend. 120 different platforms. 40m sessions per month

Open discussion how to be sure to be able to track and analyse and monitor and QA and automate and maintain and structure analytics processes

At 2:50pm - 3:20pm in Mezzo room.

Goals to KPIs in 2 hours how to guide by Kelly McClean

Practical tips, templates and gotchas.

Learn how to go from zero to hero

At 2:50pm - 3:20pm in Snowplow room.

Social Listening is Dead by Ed & Mike

Changing consumers and listening habits. Growth of new channels

At 2:50pm - 3:20pm in Bime room.

Digital Marketing in 2026 by Jono

Self-driving cars
Evil corporations
Robots & AI
Are we already redundant?

At 2:50pm - 3:20pm in Decibel Insight room.

Questions about a right web analytics deployment by Nicolas Guillard

What is the right way?
From hell to heaven...

At 2:50pm - 3:20pm in Lynchpin room.

3:20pm - 3:50pm

Afternoon Break

3:50pm - 4:20pm

How to build a self service analytics model by Andrew Morris @andrewpmorris

Large companies are consuming more and more digital data but the old model of Digital Analysts being the gatekeepers to everything is not scalable. This session is about how to build and promote a self service model to free up Digital Analytics teams to be Analysts.

At 3:50pm - 4:20pm in Snowplow room.

How do you analyse customer feedback? by Adam Johnston

- Text analysis
- Categorization techniques
- Sentiment analysis
- How do you use the insights?

At 3:50pm - 4:20pm in Mezzo room.

Easy way to import cost data in GA by Audrey Mariia

Automatically import your cost data for non-Google campaigns in GA

At 3:50pm - 4:20pm in Leap Three room.

CRO and Grid Optimisation by @OptimiseOrDie

Multi Dimensional Data Cubes & Demo

Craig Sullivan and Pieter Baecke have been working on a free tool to create muti-segmented dynamic, retrospective funnels possible, even on basic Google Analytics.

We've incorporated some great CRO metric 'cubes' and a funnel generator, all of which is sliced across devices, channels, countries, models of iPhone, Browser etc. With one click, you get a 'Grid' of data and segmented funnel steps that gives you focus.

The tool is available to use ( and Craig will explain what data we pull, how to use the tool and why it saves so much effing time!

At 3:50pm - 4:20pm in Decibel Insight room.

Super Advanced GTM Deployment by Phil Pearce

Tips & tricks learned from the most advanced GTM Deployment - I've ever done on a huge site.

- Free Auto-QA GoogleSheet testing tool
- Time saving techniques explained
- Lots of Batman vs Superman jokes

At 3:50pm - 4:20pm in Klipfolio room.

R for Web Analytics - How to Use by Pawel Kapuscinski (Ladbrokes)

Share and learn ideas about using R in web analytics

At 3:50pm - 4:20pm in Tealium room.

Cardiff Measurecamp by Nathan Stockford -> subscription to newsletter

Want a South West England + South Wales MeasureCamp. Come speak to us!

Call me for more details: Nathan Stockford - 07791600193

At 3:50pm - 4:20pm in Calltracks room.

Display Marketing SUCKS!!! by Naveen

In 4.5 years as a web analytics, I've not seen the proof that display marketing works.
Want to hear from any analysts who want to prove me wrong!

At 3:50pm - 4:20pm in Lynchpin room.

Site Search Analytics by Gerry White & Dan Truman

On site search discussion

At 3:50pm - 4:20pm in Bime room.

4:25pm - 4:55pm

Cooking and Gardening Hints and Tips by Charles Meaden and Craig Sullivan

Brain full of analytics ideas?

Join us for the last session to swap cooking and gardening tips

At 4:25pm - 4:55pm in Calltracks room.

VR Analytics: Experimental sessions by Phil Pearce

Demo of a couple of VR headsets using an iOhone
- VR games (e.g. FCX jet fighter)
- VR videos (e.g. 360 Skydiving)
- Immersive Dashboards
- Minority report style reports
- Tracking head and eye movements using measurement protocol

At 4:25pm - 4:55pm in Lynchpin room.

Understanding the GTM dataLayer by Julian Juenemann

A small presentation for beginners to start understanding the dataLayer

At 4:25pm - 4:55pm in Tealium room.

@Therustybear + friends by @Therustybear + friends

AMA with alcohol

At 4:25pm - 4:55pm in Klipfolio room.

Lessons from history: can British Photo Reconnaissance in WW2 teach us how to better organise digital analytics today? by John Woods

In WW2 the British had to reinvent the science of photographic reconnaissance and interpretation almost from scratch. By the end of the war, hundreds of analysts were involved. The intelligence provided played a pivotal role in the Allied victory.

There are some amazing parallels between photo recon from the 1940s and digital analytics in the 21st century - in particular the way the work is organised between data collection and analysis, and the way the information flows. I'll talk about these organisational parallels, and also show photos of 70-year-old WMDS!

This is a repeat of my session at MeasureCamp 8.

At 4:25pm - 4:55pm in Bime room.

SEO + GA by Sebastien Monnier

- What custom dimensions/metrics?
- Tips, tricks from SEO in GA.
- Other tools than GA?

At 4:25pm - 4:55pm in Leap Three room.

FB Messenger Bot - Case Study by David Puha

Can a messenger bot be used to generate revenue? What to consider when launching it? and finally, what are the KPIs?

At 4:25pm - 4:55pm in Mezzo room.

What are the best GTM scripts by Beate Vervaecke @beatever

Looking for simple AND reliable GTM scripts

At 4:25pm - 4:55pm in Snowplow room.

5:00pm - 5:30pm

MeasureCamp Closing

5:45pm - late

MeasureCamp Afterparty

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