MeasureCamp Amsterdam; a great experience

I’m almost ashamed to say that yesterday I finally attended my first MeasureCamp. I’m always torn about going to events. Sure, I always learn something and you get to meet some new people. But it usually has a huge impact on your workload and you need to get stuff done. For most events, it’s not really worth my time if I’m looking at it from a learning / growing perspective.

Especially the “big & shiny” events always feel to high-level for me without any actionable insights. Maybe it’s because I read/scan all relevant news outlets in my sector daily.

MeasureCamp was different though. First of all, because it’s on a Saturday, everybody who was there actually wanted to be there. No “I need a day off from work” people. Besides that, the average knowledge level was really high compared to other events. More geek talk = better.

The “Unconference” concept is also something I really enjoy. I’ve never been to an unconference before but I’m planning on attending more of them! Basically, the venue is arranged and there is an opening talk by the organization. After that, attendees can fill out a “session-sheet” and stick it on the planning board. You can do an actual presentation, host a discussion or ask help on a problem you are facing and see if people can help you out.


Yesterday I’ve attended a session on the struggles we’re having as an industry to complete the cross-device-multi-channel-customer-journey, a session on predictive attribution modeling and a great problem discussion on how Schiphol is trying to solve some real-time recommendation / personalisation issues.

Besides that, I’ve hosted my own talk “Customize or Die” about 3 cases where we are using Custom Dimensions, Custom Metrics and Calculated Metrics in Google Analytics. Because the board was still a bit empty, Martijn and I decided to host another session. We figured we could fill 30 minutes with random Google Tag Manager tips and quickly put together a deck from scraps. We used some persuasion tactics and named our talk “500 GTM Tips”. This escalated into 5.000.000 tips in the presentation. I Think we got stuck at ±25 though… All in good fun.

I’m definitely going to try to attend this event again next year and I might be doing another MeasureCamp if possible. Thanks to the organization and the sponsors for making this possible.

Reminder to self for next year: don’t come by car. I think I missed out on some great after-conference-drinks.


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