Wednesday August 26 2020 - Webinar

Date & time

26 August 2020 | 15:45 – 18:30



Web Analytics Wednesday Webinar

Web Analytics Wednesday is an international networking event connecting peers within analytics and marketing through talks from international and local speakers. IIH Nordic has facilitated the Danish WAW by arranging recurrent events in Copenhagen and periodic events in Århus and abroad.

WAW is typically a physical event, but this time we invited to an online webinar, where both international speakers and participants talked online data at an online event.


15.45 – 16.00   Welcome – Steen Rasmussen, IIH Nordic

16.00 – 16.25   The new paradigm in web analytics – Martin Madsen, Nemlig.com

16.25 – 16.45   No, attribution modeling ain’t dead – Johanna Álvarez, Barceló Hotel Group

16.45 – 17.00   Short break                         

17.00 – 17.25   The new Google Core Web Vitals – Christian Doeleman-Lassen, IIH Nordic

17.25 – 17.50   Keynote: The Elasticity of Analytics Ethics – Stéphane Hamel

17.50 – 18.10   2 strategies for making a bigger impact with your analytics – Peter Jakuš, Exponea

18.10 – 18.30   Closing Remarks – Steen Rasmussen, IIH Nordic

Speakers at Web Analytics Wednesday August 26, 2020

Stéphane Hamel

Stéphane Hamel

Marketing Ethics Consultant

The Elasticity of Analytics Ethics

Stephane challenges what we take for granted and shares real-life examples of questionable ethics and malpractice which will hopefully make you think about your own red line, as a marketer, an analyst and a consumer.

Martin Madsen

Martin Madsen

Data Engineer

The new paradigm in web analytics

In the current war on cookies, it is time for us analysts and engineers to sit down and start reflecting over the topic of Cookie Consent Banners. Is it really fair for everyone? – and did we end up with the result that legislators wanted for our customers? Martin will also cover the brand new paradigm of Server Side Tagging (SST) – what are the benefits and is there any drawbacks? Martins goal is to make your insights to the tech of tagging and cookies better and more clear, so you can discuss it in your organizations afterwards.

Johanna Álvarez

Johanna Álvarez

AdTech & Attribution Modeling Project Lead, Barceló Hotel Group

No, attribution modeling ain’t dead

Recent years and changes in browsers are making the future of certain platforms kind of shaky. Attribution modeling seems to be one of the affected ones, but is it really the end of it the way we know it?

In this session Johanna will address the importance of multi-touch attribution for any company seeking to optimize its marketing, together with the most plausible future of MTA and why she considers it is far from being dead.

Christian Doeleman-Lassen

Christian Doeleman-Lassen

Head of SEO & CRO, IIH Nordic

The new Google Core Web Vitals: What All Digital Marketeers Should Know

In 2021, Google will be releasing new ranking factors: Google Core Web Vitals. This could potentially have a negative impact on your website’s visibility in Google’s search results and thereby your sales, if you do not act now.

Christian will be giving you the rundown of what you need to know as a digital marketeer from Web Analyst to Marketing Manager or CRO specialist.

Peter Jakuš

Peter Jakuš

VP of Market & Industry Insights, Exponea

2 strategies for making a bigger impact with your analytics

The average WAW participant can do so much more with data today than they could 5 years ago, don’t you think? I’ve seen tremendous growth in the sophistication of the tools that are accessible to us, the amount of available data that is tracked, and the collective knowledge in the industry.

Now think about the impact that digital analytics has on an average business and their customer. Has it increased at a similar rate? Not quite. But why is that, and how can we change it? I’ll share some successful examples, mainly from e-commerce, and 2 principles that I consider crucial for making analytics impactful.

Web Analytics Wednesday partners

Without these partners, Web Analytics Wednesday wouldn’t be the free event with international speakers as it is today.

Earlier Talks at WAW CPH

Patrick Kitchell (Microsoft) – The Collapse of Social Media Engagement

Patrick is a veteran of CRM, social media and a vocal thought leader pushing the boundaries of technology and data.

Casper Radil – Getting Personal – Data Driven Personas

Personalised marketing is rapidly becoming a critical success factor for the majority of brand experiences. Segments are are no longer static and will shift in context to how users are interacting with your brand.

Jomar Reyes – Digital Marketing Ecosystems

Today’s marketing is dependent on an ecosystem of cloud based applications, social networks and information from CRMs. In this talk, Jomar Reyes breaks down the dynamics and similarities of an ecosystem, both from nature and for a company.