MeasureCamp Copenhagen 2024

I know, I know I am late, but as an excuse I can say that here in Copenhagen the weather has been veeery uninspiring to me, both during and after the MeasureCamp.

Luckily we had a lot of other things to rejoice and think about for more than a week, thanks to the amazing organization lead by Steen Rasmussen and Jomar Reyes .

As usual first of all a huge thank you to Corie Tilly , Cecilia Sciacca Raspanti , Jessica Loveng , Svetlana Oshchepkova , Alba Uka (sorry for yesterday's match), Aquib Sadman Bari , Tirso Pabro Palejaro and all the others who actually make these things possible.

I was of course happy to see my favorite Nordic people holding up high the flag of Finland (and its diversity of cultures) in Copenhagen, mostly saluting from a single company now, thanks to the presence of Mikko Piippo , Lotta Holm and Heli Saarinen .

After that, I could now skip the rush to the session board as I didn't present this time (so if you want the link to my presentation, check the past articles) and instead took it easy before sitting to watch the first session of the day:

Gunnar Griese gave us a thorough walk-through of both the intended and potential solutions to ensure data quality in the (mostly GA4 + BQ-based) analytics setup we work daily with. It was fun to be the connecting contact between him and Jon Su , as his last solution idea resembled very closely, at least to me, what Jon has been presenting regarding data contracts implemented in sGTM.

After that I finally could get straight from the source an idea of what the solution called CAPI Gateway by Meta actually is and means for us and the clients, thanks to the session by Serhii Shkvarnytskyi and Denis Golubovskyi . Very good of them not to close themselves urchin-like in what would have been a sales pitch, while instead being very good sports in answering our pushy technical and commercial questions.

After that, I joined a very good presentation about on-page interaction best practices with the users in different contexts, given by Mads-Emil Sykora Larsen . It sparked a very good discussion and offered ideas for further investigation, exactly the way a MC session should.

After lunch, I joined what has been hands down my favorite session of the day, held by Nienke Halma , who gave a room seeing the presence of 宜家 , VELUX and the LEGO Group a very good incipit to get them and us all talking about how to structure analytics resources in-house. Thanks to all the participants for being so transparent about the failures and learning as much as the successes. I really wish there were more business side-focused sessions like this one in MeasureCamp and I also wish we would measure and try to attract more in-house people, especially at management level: not to sell to them but to learn from them.

After that blast, I joined the session by Kristian Humle Lauritsen of Piwik PRO about their upcoming Real-time dashboard feature, something many disregard in GA and other Analytics platform, but that has indeed its uses. I made my wishes known, mostly drawing inspiration from my gaming PC benchmarks, and if I see any of that happening I am going to be a happy analyst forever.

After that I joined Davide Petrosino 's session about his own implementation of Marketing Mix Modeling in the company he works for. MMM remains for now a bit outside of my comfort zone, given that I am not by any measure a data scientist and the solutions out there still require technical knowledge or at least a huge grain of salt, but following discussions between Davide and people who have implemented MMM themselves in other context, such as Luca-Dan Ciceu , was a good learning opportunity.

Everything was concluded as one should with a little beer in an Analytics Therapy session held by Jon Su , since the other Aussie was taking care of the cuckoo-clocks.

The session I am said I missed was the one held by Corie Tilly and Juliana Jackson about how to start my career in analytics, something I would probably need to listened to, since for me it all happened unplanned and a bit too fast.

Afterwards, drinks were not spared in the bar by the water (also water was not spared by the sky), courtesy of the organizers and the sponsors and I could have fun conversations with some other of my favorite people, such as Valter N. and Yvette L. .

Concluded the evening with Giovanni Fabbrocino , Alexandre N. Koletsis , Luca Lentino and others, trying to make them understand in practice how, on a Saturday, CPH offers less nightlife than little towns in Abruzzo. I am quite sure they got the message.

See you all for sure at MeasureCamp Stockholm , and maybe somewhere even earlier!