MASTERCLASS
Incomplete Data, Flawed Decisions? Rethinking Marketing Decisions Today
Wednesday, May 6, 2026
3:00-4:00 PM CEST
Marketing teams today are expected to make data-driven decisions, but in reality, most analytics setups capture only part of the picture.
Between consent requirements, browser restrictions, and fragmented tracking, the data you collect is often incomplete. Hence, you risk broken attribution, misleading insights, and poor budget decisions.
In this masterclass, we’ll go beyond theory and show how your team can approach this challenge in practice. Join industry experts Michał Idziak, Mariya Khanina, and Allan Thraen as they explore how companies approach this challenge in practice – from adapting measurement strategies to improving data collection.
Speakers
Mariya Khanina
Business Development Manager, Piwik PRO
Mariya connects organizations with Piwik PRO’s privacy-first analytics solutions, helping them achieve secure, data-driven marketing and compliance goals. She’ll share practical insights on how healthcare marketers can align performance tracking with strict HIPAA requirements.
Michał Idziak
Product Evangelist, Piwik PRO
Michał Idziak is a Product Evangelist at Piwik PRO, specializing in analytics strategy and data-driven decision-making. He helps organizations understand how to work with incomplete data, build reliable measurement approaches, and turn insights into confident business decisions.
Allan Thraen
CEO, Code:Art
Allan Thraen is the Founder and CEO of CodeArt with 20+ years of experience in software development, including nearly 11 years at Episerver (now Optimizely). He focuses on building solutions that improve how data is collected and used, helping teams turn it into actionable insights.
What you’ll learn
Why your analytics data is incomplete
Understand how consent choices, browser restrictions, and modern tracking limitations impact your data and why incomplete data is now the norm.
How to make decisions with partial data
Learn how enterprise teams adapt their measurement strategies, work with aggregated data, and build a more reliable foundation for decision-making.
How to improve data collection and reliability
Explore practical approaches to reducing data gaps, including backend tracking and SDK-based data collection, and what changes in real-world implementations.
How better data leads to better decisions
See how improved data quality enables more reliable experimentation and insights, e.g., in tools like Optimizely, and helps teams make more confident marketing decisions.
Register
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