MeasureCamp CPH 2025
What’s ahead for digital analytics? To find out, I asked a group of senior analytics professionals (mostly based in EU) what they’re working on, what’s changing, and where they think the field is heading.
A few clear themes emerged. GA4 remains the primary tool, but the ecosystem is more fragmented than ever. There’s a massive variety of platforms and tasks. One person’s day is spent debugging a JavaScript issue, another’s on media mix modelling, and a third is building a story for the CMO.
AI was, of course, the big topic. LLMs, AI assistants, predictive analytics, and a shared hope: that automation will finally take care of the repetitive stuff so that we can focus more on insight, strategy, and impact. But there’s also some caution. AI still hallucinates. And blind trust can be dangerous.
One thing that stood out: most respondents believe business understanding, communication, and strategic thinking will grow in importance. But at the same time, nearly everyone’s still planning to level up on the technical side (SQL, Python, prompt engineering).
And let’s be honest: even the senior folks still spend a lot of time hands-on tagging, tweaking dashboards, fixing broken events. It’s a core part of the job.
In this talk, I’ll introduce a double-loop model of digital analytics: combining human vision with machine velocity to make sense of where we are now and where we’re going.
MeasureCamp 2024
One core idea that keeps resonating with me is data minimization. We should focus on “collecting and processing only the personal data necessary to fulfil that purpose.”
In 2024, I talked about this topic at several MeasureCamps and at Analytics Pioneers Summit in Munich (Sept 2024).
This isn’t just a good practice; it’s also in line with essential regulations like GDPR.
I’ve been looking at the principles of great designers like Dieter Rams and Alvar Aalto. Their philosophy of “Less but better” is incredibly relevant to analytics.
Dieter Rams’ 10 Rules of Good Design can be adapted to our field. For example, “Good analytics is as little data collection as possible.”
Here are some key takeaways I’ve been focusing on:
- Focus on essential data: What information do we really need?
- Strive for clarity: Our analytics should be easily understandable.
- Aim for long-term practices: Our analytics must be honest, sustainable, and not intrusive.
I’ve asked myself, “Is rational, business-centric minimalism possible in analytics?”
I believe it is. It’s about being deliberate and thoughtful and prioritizing what truly matters.
MeasureCamp Rome 2019
My presentation at MeasureCamp Rome (2019), focused on “Lost sales, anti-conversions & the suck rate.” At least in Helsinki, Saint Petersburg, Copenhagen and London, I presented different versions of this talk.
The presentation emphasizes the importance of visitor data and executing on insights, rather than just collecting reports.
It discusses the concept of “lost conversions” across different browsers (e.g., Internet Explorer, Chrome) and mobile operating systems (Android vs. iOS) and the financial impact of these lost conversions.
The presentation also introduces metrics like “suck rate” and “irritation rate” to measure site performance and user frustration. It touches upon various anti-conversion factors such as 404 errors, JavaScript errors, and rejected payments.