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Event Overview

A code-first evening event designed for technical digital analysts, implementation specialists, and data engineers. Explore real-world solutions in tagging, tracking, cloud infrastructure and analytics engineering shared by those building and deploying them.

Expect hands-on lightning talks, expert keynotes, and curated peer discussions focused on practical problem-solving and advanced implementation techniques. This is not a strategy event, it’s for those working in the detail.

You’ll walk away with actionable insights, new technical peers, and a fresh look at what’s possible when analytics meets engineering.

 

3 Days of Masterclasses & Conference

28-29 April – GTM Serverside Masterclass 
More Info / Booking

29 April – AnalyticsDev.Net Conference  (15:00-21:00)
Info below / Booking

30 April – Data Tracking Concepts Masterclass 
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3 days of Masterclasses & Conference Pass

14,000 dkk Book Now

All pricing includes Moms/VAT

3 Days of Insights & Education

Full 3 days of Masterclasses & Conference Pass – 14,000 dkk Book Now

Masterclass

28-29 April

2 Day Masterclass

Prices:

9,950 dkk 2 days

5,500 dkk 1 day

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Conference

29 April – 15:00-21:00

Afternoon-Evening Conference

Price:

990 dkk (From 7 April)

700 dkk (Before 7 April)

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Masterclass

30 April

Full Day Masterclass

Prices:

4,995 1 day

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Conference
Program

29 April

15:00 – Arrival Registration

15:30 – Welcome Gunnar Griese (DK/DE) & Steen Rasmussen (DK)

16:00 – Keynote from Mark Edmondson (UK/DK)

Analytics for AI Agents: From Pageviews to Prompts

16:30 – Keynote from Stape.io – Serhii (Serge) Shkvarnytskyi & Dan Murovtsev

Server-side tracking: From audit to reporting

17:00 – Jenny Bachmann (DE) MohrStade

17:30 – Peer to Peer Circles 

Break out groups – listen, share & connect

18:15 –  Dinner Breakout

Stream 1

19:00 – Eivind Savio

Building the BigQuery A/B Analyzer: What Broke, What Mattered, What Worked

19:20 – Kristina von der Bank (DE) Mohr Stade

Validating server-side tagging for apps via Firebase

Stream 2

19:00 – Olga Safonova, (DK) Tieto

MCP servers: What I learned building AI tool integrations

19:20 – Caroline Vidal, (SE) DFDS

Agentic Lead Enrichment and Lead Attribution

Stream 3

19:00 – Martin Madsen (DK) UNHCR

Marketing Analytics Jumpstart: From GA Events to ML Predictions & Back

19:20 – Peter Meyer (DK) Aller Media Nordic

Using end-to-end testing to verify tracking implementation on websites

19:40 – Break

19:50 – Keynote: Lukas Oldenburg

20:10 – Keynote: Julius Fedorovicius

The Two Pillars of Modern Tagging: Security and Enrichment

20:40 Perspectives & Closure with Steen Rasmussen & Gunnar Griese

21:00 Drinks

Featured Speakers

Mark Edmondson (UK/DK)

Mark Edmondson is an international speaker, published author, and Google Developer Expert known for turning complex data into usable insight. He works daily across R, Python, JavaScript and SQL, building robust analytics and AI systems on platforms such as Google Cloud, Kubernetes and Docker. Mark is the author of several open-source R packages interfacing with Google APIs and is currently focused on AI and ML DevOps, including LLMOps with LangChain, vector stores and context-augmented prompting.

At AnalyticsDev.net his keynote, Analytics for AI Agents: From pageviews to prompts, explores how modern analytics stacks evolve to power agentic workflows, moving beyond dashboards to data products that drive real outcomes.

Analytics for AI Agents: From Pageviews to Prompts

What happens when you’re measuring AI agents instead of websites?

Mark Edmondson—O’Reilly author of Learning Google Analytics turned GenAI engineer—shares his journey from GA4 to AI observability. He’ll show the technical parallels (sessions→traces, events→tool calls), demo real agent traces from his Multivac platform, and explore what’s coming: AI referrals, browser agents, MCP bypassing the web entirely.

The analytics concepts transfer. The data is richer. And the skills in this room have never been more valuable.

Julius Fedorovicius (LT)

Founder of AnalyticsMania.com

Julius Fedorovicius is the founder of Analytics Mania and the GTM community on Facebook (60,000 members). He has accumulated many years of working experience with Google Analytics and Google Tag Manager while consulting online businesses. Julius has been actively publishing articles on analyticsmania.com, a blog that has been recognized by Google and other peers in the industry.

Julius will also be running his GTM Masterclass in Copenhagen on 28-29 April 2026, CLICK HERE for more information and to book.

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In this session, we first build a “Data Fortress” to defend your measurement against bots, browser extensions, etc. Then, we transform that foundation into an Intelligence Outpost. Learn how to use server-side GTM to enrich Google Ads conversions with profit margins and more. Discover how to protect your data integrity while feeding Google’s AI the signals it needs to drive profit.

Caroline Vidal (SE)

Senior MarTech Engineer – DFDS

Caroline Vidal is a dynamic MarTech Data Specialist at DFDS and an emerging voice in the Nordic analytics community. With a strong foundation in digital analytics, Caroline quickly rose through the ranks at IIH Nordic, where she transitioned from a student worker to Digital Analytics Engineer and Chapter Lead.

Her technical expertise spans Google Analytics 4, Google Tag Manager, JavaScript, SQL, and GCP—skills she applies to design and implement impactful data solutions that drive digital performance. Passionate about community and knowledge-sharing, Caroline is one of the organizers behind MeasureCamp Malmö and the founder of Women in Data & Analytics – Nordics, creating spaces for peer learning and representation in the industry. Her mission is to turn complex data into actionable insights that fuel innovation and growth. Caroline brings a fresh, purpose-driven perspective to the forum, championing inclusivity and continuous learning in the world of analytics.

Agentic Lead Enrichment & Attribution: Turning CRM Leads into High-Value, Revenue-Attributed Segments

Going through leads one by one manually is a huge bottleneck that causes high-value opportunities to get lost in the noise. In this session, I’ll show how we built an enrichment pipeline to automate lead qualification and ensure valuable leads are prioritized.

I’ll also walk through our lead attribution setup, where we connect GA4 behavioral data with the enriched CRM leads and revenue to identify which segments actually convert into high-value customers.

Jenny Bachmann (DE)

Senior Marketing Technology Consultant – Mohr Stade

Jenny Bachmann is a Senior Consultant in Marketing Technology at mohrstade, based in Potsdam, Germany. With more than 14 years of experience in web development, including six years focused on WordPress, she brings a rare combination of technical depth and strategic thinking to digital projects.

Her work spans concept development, web design, implementation, and consulting on marketing technology and online marketing measures. Jenny has worked both in agency environments and in house brand teams, supporting organisations in building scalable, measurable, and user focused digital experiences. Her technical expertise includes Google Tag Manager and modern web standards.

Beyond her client work, Jenny is an active contributor to the analytics community as a volunteer for MeasureCamp Berlin, where she supports the event through website development, graphics, and social media.

Serverside Data Enrichment: Turning CRM Insights into High-Performance Marketing Signals

Data enrichment is the “secret sauce” of server-side tracking, yet it remains under-utilized. Most brands settle for basic web data, but the real power lies in your CRM. Discover how to use the Google Cloud Platform to enrich marketing signals in real-time with backend data for better cost-efficiency. 

I’ll share a low-tech approach compatible with any system—no complex APIs required—using BigQuery, Firestore and sGTM to turn your “offline” insights into a competitive marketing advantage.

Serge Shkvarnytskyi (PL)

Partnerships at Stape.io

Serge Shkvarnytskyi is Head of B2B and Partnerships at Stape (stape.io), a server-side tracking platform used by agencies and in-house teams to build more reliable measurement and data flows. Stape helps organisations run and manage server-side setups, giving teams more control over what data is collected, how it is routed, and how it can be enriched before being sent to analytics and advertising platforms. This enables stronger governance, better data quality, and more resilient tracking in a privacy-first environment.

Serge brings extensive experience in partnerships, account development, and end-to-end sales across international markets. Prior to Stape, he worked in partner-led growth roles and led teams supporting complex customer journeys. At AnalyticsDev.net, Serge represents the partner and ecosystem side of modern analytics engineering, focusing on how organisations and agencies operationalise server-side tracking successfully.

Server-side tracking: From audit to reporting

This presentation covers the full journey of server-side tracking: from auditing your current setup to delivering reliable, actionable reporting. You’ll learn how to identify data gaps, reduce risks, and build a robust server-side architecture that improves accuracy, privacy compliance, and performance.

With Stape as the core platform, we’ll show how to implement end-to-end server-side tracking, from checking the website to seeing real-time uplift.

Peter Meyer (DK)

Implementation Lead – Aller Media Nordic

Peter Meyer is an Implementation Lead at Aller Media Nordic in Copenhagen, where he leads technical analytics delivery across measurement and testing. With a background spanning enterprise roles in media, finance and e-commerce, Peter specialises in JavaScript based instrumentation, proof of concept development, and debugging complex tracking setups across both client side and server side environments. He brings deep hands on experience with tag management and analytics platforms, including Google Tag Manager (client and server), Google Analytics and Tealium CDP, and is known for translating business needs into reliable technical implementations teams can trust.

Peter is also a long standing contributor to the analytics community, speaking at events including Superweek, MeasureCamp across Europe, and Tealium Digital Velocity EMEA, and guest lecturing at IHM Business School in Malmö.

Using end-to-end testing to verify tracking implementation on websites

Peter will give a tour of an example setup of the end-to-end testing framework Playwright, which scans random pages on a website to check for the implementation of tracking on each one, ending up with a summary report containing further details. This session will give you an introductory idea of how to start doing this yourself. No slides, only setup and code.

Kristine von der Bank

Kristina von der Bank is the Director of Marketing Technology at mohrstade, based in Cologne, Germany, where she leads complex digital analytics initiatives for international brands. With over five years of specialized experience, she is an expert in architecting scalable data collection systems and cross-platform measurement strategies for both web and app environments.

Kristina’s core strength lies in her ability to bridge the gap between technical data layers and executive strategy. She excels at translating raw datasets into clear, actionable business recommendations that optimize user experiences and drive commercial growth. Her approach ensures that advanced analytics setups remain privacy-compliant while delivering the high-quality signals needed for modern marketing activation.

When she isn’t architecting data solutions, Kristina is an avid athlete with a passion for bouldering and a loyal supporter of her home football club, Eintracht Trier.

Validating server-side tagging for apps via Firebase

Learn to transition from multiple client-side SDKs to a streamlined server-side (sGTM) architecture. This session covers configuring the Firebase SDK for server routing, setting up app-specific sGTM clients, and real-time payload debugging. We’ll dive into Schema Mapping for Facebook CAPI and evaluate the “single stream” approach. Finally, we’ll address critical technical hurdles, including app attribution constraints and managing marketing IDs in a server-side environment.

Lukas Oldenburg

Lukas Oldenburg is a Zurich-based digital analytics leader and founder of dim28, working in analytics since 2006. He has led analytics and BI teams in e-commerce and agency environments, and specialises in building scalable tracking architectures, data layers, and activation pipelines. With deep hands-on experience across enterprise analytics and tag management stacks, Lukas is known for translating complex requirements into reliable measurement systems that teams can operate and trust. At AnalyticsDev.net, he brings a practical, implementation-first perspective.

The dark GCP Cloud behind my Google Sheets apps (Piwik Pro Manager & Adobe Analytics Component Manager)

Piwik Pro Manager and the Adobe Analytics Component Manager are popular applications to scale the management of Analytics tools. Both use Google Sheets as their “frontend”, but there is much more behind them than just Google AppScript – because AppScript has many shortcomings (timeout limits, scalability etc.). In this session, we look at the various GCP components in the “backend”, especially the interplay of Firestore with Cloud Run Functions (Python). This could inspire you to get started with your own Google-Sheets-based app.

Martin Madsen

Martin Madsen is Global Analytics and Measurement Officer at UNHCR (HQ), focused on building scalable, compliant data foundations that enable better decision making and personalisation. With a background leading data activation and engineering at nemlig.com, he brings hands-on experience across cloud platforms, data warehousing, streaming and batch pipelines, and enterprise marketing ecosystems. At AnalyticsDev.net, Martin shares a practitioner’s view on turning modern data infrastructure into real activation and measurable impact.

Marketing Analytics Jumpstart: From GA Events to ML Predictions & Back

Most analytics engineers stop at the data warehouse. This session doesn’t. We’ll walk through a real MAJ deployment — Terraform infrastructure, Dataform feature engineering on GA4 and Google Ads exports, Vertex AI ML pipelines for propensity and LTV modelling, and activation back into GA4 via Measurement Protocol. You’ll leave with a clear picture of what a fully closed, code-first marketing data stack looks like in production.

Olga Safonova

Olga Safonova is a director-level product leader with 20 years in enterprise tech, currently building GovTech products at Tieto for 500,000+ users. She has led product teams at Workday, Siteimprove and LEO Innovation Lab, with experience spanning marketing performance, healthcare innovation, and regulated delivery. Olga is also a hands-on builder, shipping open-source AI tooling and observability projects. At AnalyticsDev.net, she brings practical insight on operating discipline, AI in production, and building trustworthy products at scale.

MCP servers: What I learned building AI tool integrations

Most analytics engineers stop at the data warehouse. This session doesn’t. We’ll walk through a real MAJ deployment — Terraform infrastructure, Dataform feature engineering on GA4 and Google Ads exports, Vertex AI ML pipelines for propensity and LTV modelling, and activation back into GA4 via Measurement Protocol. You’ll leave with a clear picture of what a fully closed, code-first marketing data stack looks like in production.

Eivind Savio

Eivind Savio is a Oslo-based Lead Analyst at Knowit and a long-time discipline lead for digital analytics in Norway. With a background spanning search marketing, measurement, and analytics leadership since 2007, he helps organisations turn digital performance data into insight that drives action. Eivind has spent more than a decade building analytics capability across teams and clients, balancing technical rigour with commercial relevance. At AnalyticsDev.net, he brings a seasoned Nordic perspective on what it takes to make analytics useful at scale.

Building the BigQuery A/B Analyzer: What Broke, What Mattered, What Worked

We launched a new page. Is it actually performing better? That question sounds simple, but the analysis usually ends up as one-off SQL, manual checks, and inconsistent methods. In this talk I’ll show what I learned from building BigQuery A/B Analyzer: From the technical part to the uncomfortable reality of shipping a tool people may use to make expensive decisions. This is a talk about real implementation trade-offs, choices, mistakes, and not experimentation theory.

Program Directors & Hosts

Gunnar Griese

Program Director & Co-host

Gunnar Griese is a Digital Analytics Consultant and Analytics Engineer at 8-bit-sheep, specialising in building data solutions using Google Cloud, GA, and GTM. With years of experience across analytics, e-commerce, and data science, he helps businesses unlock growth through better data practices. Gunnar also lectures in technical analytics at IHM Business School and shares insights regularly on his blog, gunnargriese.com.

Steen Rasmussen

Program Director & Co-host

Steen Rasmussen is a recognised leader in data strategy, business growth, and community building, with over 25 years of experience. He co-founded award-winning agency IIH Nordic and pioneered its globally acclaimed 30-hour workweek. A frequent international speaker, Steen is known for championing the commercial impact of data and fostering industry communities, including Denmark’s largest free analytics event and MeasureCamp Nordics. Today, he continues to inspire the next generation of data-driven thinkers and doers. Read more on Steen at Steen.FYI