Steen For Your Information

The Artificial User – A not too distant scenario for data and experimentation?

The intersection of data capture, AI, and compliance makes it increasingly difficult to accurately track and test individual users in analytics and A/B testing, leading to unrepresentative samples. To overcome this, "artificial users" modeled on real behavior are being developed using machine learning and AI.
Science Fiction?
Not really, These lab-grown entities interact with websites like real people, recreating transparency without human interaction or consent. Already in use in industries like gaming, this approach promises to revolutionize user insights, enabling testing at speed, scale, and enhancing artificial personalization, reshaping the future of commercial understanding and user analytics.

"It’s the process, stupid" - Reflections on the future fusion of AI and Analytics.

We all know it. It’s only a question of time before some friendly soul will come and ask to have your analytics data added to their AI. And in theory that’s great. But what digital analytics data is not known for is quality and that is what AI needs.

So the future integration of AI in data and analytics is forcing our hands towards a much more rigid framework of procedures to consistently deliver analytics data and input of a sufficiently high enough quality for AI to work with.

The open question is, can we deliver that… and can we deliver it in time?

Marketing Unusual - Things we should and shouldn’t do

More often than not marketing is about choices which will strengthen the brand and improve the market. But as everything else marketing exists as part of the business, so sometimes the fundamentals needs and ambition of marketing is tied to something bigger.

With the shift in marketing and a new reality built on data and AI, these choices suddenly become much more important, because both the impact and the risks grow everyone.

Campaign tracking and attribution – Tips, tricks and tactics

Everyone knows how to do campaign tracking, right? Wrong. Campaign tracking is impacted by new options and limitations and demands a new way of thinking, but it also increases the demands on the organization.

There have never been more ways to go wrong. In this session, we dive into the decisions that need to be made and explore how superior campaign monitoring can in turn generate superior results.

DIGITAL MATURITY MODELS - A JOURNEY DOWN THE RABBIT HOLE

The most commonly used methodology implementing Db2 schema changes is to compare new/old structures and create the worklist to execute the changes – being online or deferred or the DBA nightmare of UDCL.

This approach can result in some surprises, like the requirement to fall back or access path changes due to altered indexes/tables/columns/programs. We will illustrate how a complete different approach can be implemented mitigating most of the risks/challenges – done by real customers.

THE AGE OF ACTIVATION: SUPERCHARGING THE CUSTOMER JOURNEY

With the new speed of data, the blessings of machine learning, and new ways of tracking where we focus on live predictive signals, we can regain control in a new and better way.

These signals can facilitate a change of focus from reactive reporting to complex, live activation across channels by supporting the users’ current steps in the customer journey. This session was a journey into a future already here, and Steen offers a map that will get you to the summit in one piece.

THE DECISION ECONOMY

In this presentation, Steen dives into the strategic and commercial value of the data and explores how to use all that data to reduce risk and increase the speed and quality of the internal decisions securing the return on the gather we have already gathered.

DATA GOVERNANCE

Theme of "Data Governance - how to "unsink" your analytics data." goes beyond the individual tools and tries to explore what goes wrong and what we can do about it.