Measure Wednesday (Bologna) #1 - Digital Analytics meetup by MeasureCamp IT

Agenda

• 18.30-19.00: Registration & Welcome
• 19.00-19.15: Introduction & Opening
• 19.15-19.45: Session #1: Marouscha Dorenbos - How to Tell If an A/B Test Is Worth It – Before You Even Start

• 19.55-20.25: Session #2: Rebecca Leporati - Ottimizzazione del Marketing Mix Modeling: modelli annidati e sinergie tra canali
• 20.25-20.35: Farewell
• 20.35-TBD: Networking

What is Measure Wednesday?

Measure Wednesday (powered by MeasureCamp Italy) is Bologna's premier meetup that brings together digital analytics professionals to share insights, exchange opinions, and network.

Join us at the first Measure Wednesday in Bologna to explore the latest digital marketing trends shaping the industry. Our speakers will delve into topics like data analysis, web analytics, and digital analytics, offering insights on how to stay ahead of the curve.

- Marouscha is the General Manager at Midsummer Agency, currently leading the team and operations with a strong foundation in data, strategy, and performance. Before stepping into her current role, she served as CRO & Analytics Director, where she designed and implemented data-driven strategies to improve conversion rates and digital performance. With over 8 years of experience in performance marketing and CRO, she continues to bring a sharp, analytical lens to agency leadership - translating user behavior into meaningful business results.

How to Tell If an A/B Test Is Worth It – Before You Even Start Are all A/B tests worth running? Not really.In this session, we’ll explore the often-overlooked step that separates successful experiments from wasted time: pre-test analysis. A bit of upfront thinking can really save weeks of effort and help you run smarter tests! We'll bust a few CRO myths, share practical techniques to assess your test’s potential before you launch, and offer a fresh, more strategic approach to experimentation. This session is here to spark ideas and share a way of thinking that could save you time and uncover real wins faster

- Marketing Science Lead presso Precis, dove guida un team di data scientist specializzati in Marketing Mix Modeling, Incrementality e soluzioni di misurazione avanzata. Il suo lavoro unisce dati, tecnologia e creatività, sfruttando AI e Machine Learning per trasformare informazioni complesse in insight azionabili che guidano le decisioni aziendali.

Relatrice ed educatrice, Rebecca ha portato la sua expertise in eventi come SMXL Milano, Search Marketing Connect e ADworld Experience, parlando di strategie di misurazione e incrementality. Insegna anche Data Driven Marketing sulla piattaforma Learnn. La sua esperienza include anche il ruolo di Marketing Manager per TEDxLerici, che le ha permesso di sviluppare competenze nella creazione di narrazioni efficaci e nella gestione di eventi.

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