I've been back in the office for a month and this is what I remember from SUPERWEEK and Budapest.
We arrived to a snow-capped hotel, jamon straight from the leg and the warmest welcome from the event organiser, Zoli. Just from these first impressions I knew the week was going to be a good one. From the get go we were on, spending five days discussing all things analytics, putting faces to names we only see through a computer screen and to break up some of the information overload I’d challenge Nick to a game of chess.
Though the days were long, the knowledge sharing - me doing more of the listening/learning rather than the sharing - was second to none. From the speakers I was given insight and then at the breaks many questions were answered. Such a great way for the team to have a power week of learning and being deep in the industry.
Key Performance Questions
Steen Rasmussen from IIH Nordic spoke about the term ‘Key Performance Question’, a better way to clarify what each client is after and how, during each project, we can come back to these business critical summary questions that define the success of each project.
Machine Learning (ML)
We aren’t losing our jobs, though if we choose to ignore the world of ML we’d be ignoring one of the fastest growing areas of analytics. If we’re ignorant we put ourselves and our companies at risk of falling behind. This ignorance can also be an issue if we use ML without the foundations to interpret and classify its decisions. This could be in the form of unethical decisions made by a machine that is designed for optimisation - possibly targeting audiences in an unethical way.
Analytics Maturity relating to Revenue Attribution
There was back and forth about whether to attribute or not, how to do it and how not. I forget who said what but I’m thinking more about where each company is sitting on their analytics journey, if they do X now will they get the right value from it or do they first need to do Y and how we can build towards a usable attribution model.
Lastly the three point scale* got a serious workout in Budapest with daily writing over coffee, eating out quite a bit and visiting a few attractions in the week before the conference. The team isn’t very fond of it but I enjoy a minimalistic scale.
Food & Drinks
A Bean to Bar Chocolate Shop - 3/3
Middle Eastern x Mediterranean, simply delicious - 3/3
Tasting Table Budapest
We wanted a run down on wine in Hungary, we got it with energy - 3/3
A considered brunch, just quality 3/3
Down an alley in cahoots with Szimply across the way, best in budapest - 3/3
Seating conducive to productivity, good coffee - 3/3
Organic Store, great service, bulk food, tasty - 3/3
Gellért Thermal Bath
Outdoor Thermal Bath when snowing, primo - 3/3
*The three point scale - rating something - usually a place where one eats - out of three.
1 telling someone not to go there
2 was good enough to go back if you're in the area but you’re not spreading the word
3 you’re going back and telling everyone about it
Serious contention within the team that there isn’t enough points on the scale.