This workshop will up your A/B-testing game a lot. Once finished you will have improved your skills on:

• Knowing when to run or not to run what kind of experiments
• Picking the right KPI to judge experiment results on
• Getting more positive experimentation outcomes (from better prioritization to better hypothesis)
• Business case calculations - knowing what is the real value is of your outcomes
• Securing the future of experimentation in your company

Ton is known for being the founding father of Online Dialogue - thought leaders in evidence based growth. Online Dialogue has been doing conversion optimization projects for over a decade now. They have been helping companies with high numbers of digital customers (like Conrad, Hostelworld, Hotelspecials, ING, Marktplaats (by Ebay), T-Mobile, and Randstad) to embed and maintain a high quality and effective experimentation programme. Ton himself has more than 20 years of experience in online optimization and he still helps and trains companies throughout the world to become really effective in evidence based growth. Ton is recognized worldwide as an influential thinker, writer and public speaker on conversion optimization and digital experiments.

Do you consider yourself "good enough" when it comes to using Google Analytics? Ever have the feeling that you could be getting more from this tool if you only knew more about what it could do and how you could take advantage?

In this 3-part interactive workshop, Mercer walks you through everything you'll need to move from being just "OK at GA" to becoming a Google Analytics rock star.

The first part begins by auditing your current analytics setup to be sure you're taking full advantage of what Google Analytics offers you. You'll check everything from how your account is structured, to how your data is stored, to how useful your reports really are. Once you're done, you'll have a checklist of what could be improved, what doesn't, and why.

In the second part, you'll get to know your traffic. Including common mistakes you might be making as you measure traffic coming to your site. By the end of this workshop, you'll leave with a plan of action to make sure you're easily able to see where your traffic is coming from and how your traffic sources are working together.

During the final part, you'll move on to "results" and work toward making sure Google Analytics is able to quickly and easily tell you not only what results you're getting, but how you're getting those results. More importantly, you'll be able to translate the results you discover, into meaningful actions designed to improve those results.

Be sure to bring your laptop as this workshop is designed to be interactive (so you actually practice your new skills). And yes, they'll be plenty of time for Q&A along the way!

Simo has hand-picked three topics that he considers fundamental to using Google Tag Manager at an advanced level.

The first topic is Custom Templates, focusing especially on the mind shift from “how can I do this with custom scripting” to “how can I do this with a custom template”. Custom Templates introduce additional levels of security and access control that will certainly make it easier to introduce GTM to even the most skeptical developer organization.

The second topic is the programmatic API, and Simo will show you how you can use the API to automate tasks that would otherwise take hours to do. From copying a single item to multiple containers to automatically generating documentation of the container, Simo will walk you through the code samples necessary to get up to speed with the API.

The third topic is a rapid-fire no-holds-barred walkthrough of some of the most powerful lessons Simo has learned (often the hard way) after using GTM since its release. GTM has gone through many iterations, and there have been so many lessons learned on the way - this part of the workshop will shed light on some totally obscure things you just have to know about, while emphasizing good practices and solid design patterns you might want to introduce to your own daily work with this spectacular tool.

Simo will wrap up this workshop with an AmA, so feel free to ask any pressing questions about the Data Layer, GTM for Firebase, server-side tag management, cookie persistence, or anything else that comes to mind.

I have now built & Operated 4 growth teams, from seed to series C.

The main question when you think about a growth team is: how am I going to compete?

In this workshop I'll leverage my experience to explain why every startup should have a growth team. I'll cover the charter CEOs should give their growth team (vs. product or marketing), the timeline for a growth team and it's structure, how to run the growth process & understand your growth model.

In essence, I'll teach your how I compete, how I win.

• 5 mins - Presentation of speaker, who is this for, what content is to come
• 10 mins - Our shared challenge: raising CAC, diminishing returns, few new channels.
• 10 mins - Group work: - Share which channel works best for you, what CAC you're getting there.
• 10 mins - The benefits of a growth team: Applying engineering talent to solving marketing problems
• 10 mins - A growth team isn't a product team or a marketing team
• 10 mins - When to build your first growth team, how to structure it
• 10 mins - Group work: - Share how your team is structured, explain your ability to experiment & find winning strategies
• 10 mins - High output Growth framework
• 10 mins - Team management: replacing all KPIs with revenue
• 10 mins - Understand your growth model and find the loops
• 10 mins - Building moats to crush competition
• 10 mins - Group work: Transform one marketing KPI into revenue, come up with 3 ideas where you can fill the blanks to inject them in the process
• 5 mins - Closing