Matthias Bettag
Data management expert, Sparda-Bank Berlin
Matthias will talk about the challenges of customer centric analytics which requires to align multi-channel and multi-platform measurement to better understand customer behaviors. With more and more people using multiple devices along their customer journey "another dimension of multi" ads up to the requirements. The presentation will explain challenges coming with it and some methods for how tackling this beast. It is by far not only about software, in fact the most important part are well proven methods applied on a clear business strategy. Matthias will talk about behavioral KPIs for a meaningful customer segmentation, benefits and challenges coming with implementing attribution models and tag management, and what an organization needs to do to overcome web analytics in a silo to become a holistic digital analytics control center.
Matthias Bettag is a Berlin-based digital analytics and data specialist working in strategic data management at Sparda-Bank Berlin. A DAA-certified web analyst since 2011, he spent nearly a decade as country manager and board member of the Digital Analytics Association Germany and co-organised the Digital Analytics Hub conference from 2012 to 2019. Earlier he ran the consultancy Digital Motion, opened Semphonic's first office outside the US and worked as a data strategist at the personalisation firm ODOSCOPE.
