Ready to take your marketing and data strategy to the next level?
13:30
Registration & Networking
14:00
Welcome & Introduction
Presenter: Lalu Hämälainen, Industry Manager, Digital Natives, Google
Presenter: Neil Delaney, Vice President Sales EMEA, Supermetrics
14:10
The 2025 Marketing Data Report: Using AI to Solve the Data-Hoarding Crisis
Join Outi as she shares key findings from the Supermetrics 2025 Marketing Data Report and dives into the essentials of building a strong data foundation. Learn how to navigate today’s increasingly complex data landscape with confidence and ensure your marketing decisions are backed by reliable insights.
Presenter: Outi Karppanen, Lead Marketing Industry Strategist, Supermetrics
14:35
AI-powered Marketing - Insights from GoogleCloud & Supermetrics - Top 10 AI Use Cases
Discover how AI is transforming marketing in this joint session with Supermetrics and Google. We’ll explore real-world use cases, share key learnings from our recent experiments with customers, and discuss how AI can enhance marketing strategies for better efficiency and impact.
Presenter: Ksenia Nekrasova, Data Analytics and Marketing Technology Specialist, Google Cloud
Presenter: Lee Dor, Senior Solution Engineer EMEA, Supermetrics
15:00
Customer spotlight: ZweiDigital - Maintaining Strategic Control in an AI-Driven Advertising Reality
Modern advertising is evolving faster than ever, driven by powerful AI automation. Yet as platforms become more sophisticated, understanding why certain ads or creatives perform can feel increasingly complex. With next-generation AI systems reshaping campaign optimization, marketers face a new challenge: maintaining strategic clarity in a world of algorithmic decision-making.
In this session, ZweiDigital presents a framework for bringing clarity back into automated marketing. Through custom data engineering and creative analytics, we’ll demonstrate how to transform opaque performance data into transparent, strategic insight.
Presenter: Alena Mai, Data Analyst, ZweiDigital
15:30
Closing Remarks
Presenter: Lalu Hämälainen, Industry Manager, Digital Natives, Google
Presenter: Neil Delaney, Vice President Sales EMEA, Supermetrics
15:45 - 17:00
Networking Drinks & Food
Meet our speakers
Lalu Hämälainen
Industry Manager, Digital Natives
Outi Karppanen
Lead Marketing Industry Strategist
Outi is the Lead Marketing Industry Strategist at Supermetrics, where she leverages data to empower marketing teams to make smarter decisions. She has over 10+ years of experience from media agencies with a deep understanding of the global marketing landscape. Outi's worked with a variety of clients ranging from FMCG, retail to ecommerce, helping them maximize the power of their brands in driving successful business outcomes.
Neil Delaney
Vice President Sales EMEA, Supermetrics
Neil has over twenty years leading SaaS sales functions in industry giants such as Google, Slack and Meta. He recently joined Supermetrics to help scale out the EMEA sales team through maniacal focus on making brands, agencies and partners successful in working with Supermetrics.
Lee Dor
Senior Solution Engineer EMEA, Supermetrics
Lee is a Senior Solution Engineer at Supermetrics. Having 20 years experience in data warehousing and analytics for multinational enterprises, Lee lives and breathes data. With a passion for efficiency Lee loves helping organisations find creative solutions to automate analysis and optimisation of their marketing return on investment.
Alena Mai
Data Analyst, ZweiDigital
Alena Mai is a Data Analyst at ZweiDigital GmbH in Frankfurt am Main. Her work at the performance marketing agency centers on reporting, data analysis, and tracking. She earned her Master’s degree in Communication and Media Studies from the University of Mannheim, specializing in statistics and quantitative research.
Ksenia Nekrasova
Data Analytics and Marketing Technology Specialist, Google Cloud
With two decades of expertise in marketing technology, Ksenia is a seasoned professional known for implementing comprehensive martech platforms and providing strategic consultancy to diverse organizations across Germany and global markets. Her extensive experience includes leading projects in data sharing, data monetization, marketing analytics, CDPs and AI-driven marketing solutions. Most recently, she has been at the forefront of pioneering agentic marketing integrations, guiding customers and partners from initial development through to the activation of value-driven use cases.