'UNKNOWNS' — Digital Analytics Documentary 2020

Filmed at SUPERWEEK 2020, January 27-31.

Narration:
Astrid Illum (Denmark), Doug Hall (United Kingdom)

Featuring:
Simo Ahava (8-bit-sheep - Helsinki, Finland)
Astrid Illum (DFDS - Copenhagen, Denmark)
Doug Hall (MightyHive - Windsor, UK)
Matt Gershoff (Conductrics - Austin, USA)
Yehoshua Coren (Analytics Ninja - Jerusalem, Israel)
Anna Lewis (Polka Dot Data - Hampshire, UK)
Michael Helbling (AJL Analytics - Atlanta, USA)
Stéphane Hamel (Québec - Canada)
Ella Nguyen (Bounteous - San Francisco, USA)
Aurélie Pols (mParticle - Madrid, Spain)
Tim Wilson (Search Discovery - Columbus, USA)
Peter O'Neill (Ayima - London, UK)
Sayf Sharif (Seer Interactive - Philadelphia, USA)
Kristoffer Ewald (OurTradeHub - Zug, Switzerland)
Charles Farina (AdSwerve - Seattle, USA)
Julien Coquet (MightyHive - Montélimar, France)
Scott H. Herman (Google Analytics - San Francisco, USA)

00:29 Simo Ahava: "The sunrise is now at its best, you want to get it. It's not gonna get any better than this. It's crazy. That is magical. It's like a Disney movie."

01:03 Yehoshua Coren: "Hi, I'm here today with industry mascot, Frosty. Frosty, I have a few questions I'd like to ask you about. What you think about what's happening in our industry this year? [...]"

03:31 Doug Hall: "If I had a crystal ball right now, in 12 months time I'm gonna wish I could have talked to myself here today to know now, what I don't know. I don't know what I don't know. And it's those unknowns... ...it's all very metaphorical... We certainly didn't know 2020 would turn out like this. Frosty, our industry mascot didn't know what to expect or where we were headed this year. Had I known, I was stayed at the top of the mountain. [...]"

07:34 Astrid Illum: "The importance of data is recognized - if not understood and the digital analyst is in the spotlight. We no longer have to hout from the rooftops to be heard. But unlike curalls analytics does not work in isolation. Maybe the next door to kick in is the why or for what and not if we need data."

11:08 Doug Hall: "Key actions that we take today need to lead to successes tomorrow. This may be true now than ever before. This needs strong leadership and ownership but also teams that collaborate more than ever. The teams that work together have better vision, a variety of strengths and are stronger for their diversity. Teams that don't celebrate heterogeneity are those destined to deal in pie charts. [...] "

12:16 Yehoshua Coren: "How do you feel about data privacy? Is it a good thing? Is it a bad thing?"

15:06 Astrid Illum: "Is our raison d'être being masters of the sneak-around – sorry the workaround - in order to safeguard our precious… data? Are we just ethically uneducated but well-intentioned bees doing our best to produce the honey, with the odd malicious hornet spoiling it for the rest of us by ripping off the appendages of the protectors of the larvae - the firefoxes and apples of the world. The jury is out."

20:47 Doug Hall: "I fondly remember my first SUPERWEEK. I made the recommendation in my presentation: "Measure and market responsibly!" It really feels like the data privacy conversation has finally looped back to carefully consider ethics first rather than the technical arms race hackery. [...] "

27:41 Astrid Illum: "Zoom in on data and abuse and you find identity theft and cars bought in your name. Zoom out and you find sockpuppets influencing elections. But where in the legal landscape is the joy of personalized shopping located? Or what about the fun and utility of image search to be used in school papers? [...] "

30:47 Doug Hall: "So who actually owns "the data"? We as members of the plain public made the data so shouldn't we also control it and derive our own value from it? It's true that as an industry our capabilities with data increase probably as a function of the rise in data scarcity. So with this in mind, as the data we generate IS our identity, the answer to the question of "what is anonymity?" [...] "

32:27: Yehoshua Coren: "Frosty! Are you excited about new server-side tracking capability or you're not really care?"

38:45 Yehoshua Coren: "I would also like to offer you a marshmallow. So... thank you very much, Frosty, for participating as mascot in this year's SUPERWEEK. I'm sorry that you didn't They're gluten-free, my apologies I didn't realize you preferred gluten only marshmallows... ...and I look forward to seeing you again here next year at SUPERWEEK. Number ten. Tenth year of SUPERWEEK. Coming up in 2021 and we're really looking forward to your participation here as mascot. So thank you so much for joining us. Ladies and Gentlemen, the one and only mascot of the entire digital analytics industry: Frosty. Thank you, thank you, Frosty. Thank you, thank you."

[matteozambon]

I love it. Thanks, SuperWeek for this experience! See you next year <3

[akksheye]

Thanks for this wonderful marvel of so much 'Data'. VALUABLE ❤️

[GeorgeArnaoutoglou]

Hope to be able to attend some time.
Regarding the topic of the documentary, I think we need to include the actual reasons behind the threats of leaks and data exploitation. The true reasons of all wrong doing at social level. The system itself.

[AnaPaulaMaluf]

Best people in the world! And best conference ever! <3