​Join us at SOHO in the Meatpacking District in Copenhagen for the Amplitude Wizard Bar, a half-day event featuring expert talks, hands-on demos, and 1:1 help from Amplitude practitioners.

​The morning opens with a keynote from Krista Seiden, one of the most recognized voices in digital analytics. A former analytics leader at Google and Adobe, Krista asks the question reshaping every analytics team right now: what does it mean to be an analyst when AI is doing more of the work?

​Her talk, Full Throttle Analytics: How AI is Changing Analytics (and the Analyst), is followed by a candid fireside chat with Peter O'Neill, founder of MeasureCamp and former Director of Digital Analytics at Decathlon. They will discuss what it takes to migrate analytics at scale across a global organisation and embed it so it actually sticks.

​The morning closes with a hands-on Amplitude session with Glenn Vanderlinden, Co-Founder at Human37, showing you how to get the most out of Amplitude's AI capabilities.

​Bookable 1:1 sessions will happen throughout the morning. Bring your data challenges and meet one-on-one with Amplitude experts for focused working sessions. You can pre-book your slot from the confirmation email after you register, or sign up on arrival.

​Agenda:

• ​9:00–9:30 AM - Doors Open

  • ​Arrival, coffee, snacks, and good vibes

• ​9:30–12:00 PM - Presentations and Workshop

  • ​9:30-10:00 AM - ​Krista Seiden, Senior Product Evangelist & Strategy at Amplitude - Full Throttle Analytics: How AI is Changing Analytics (and the Analyst)

    • ​Analytics teams are being asked increasingly sophisticated questions that traditional approaches struggle to answer, not because the questions are too complex, but because the practice of analytics hasn’t kept up. As AI becomes embedded in everyday workflows, analytics is shifting beyond reporting what happened toward explaining why it happened and guiding what to do next. This talk explores how the role of the analyst is evolving from building dashboards to interpreting behavior, evaluating signals and intent, and driving decisions, marking a fundamental shift in how analytics is practiced and what’s expected of those doing the work.

  • ​10:00–10:30 AM - ​Fireside Chat: Krista Seiden + Peter O'Neill, MeasureCamp Founder and Digital Analytics Leader - Lessons Learned Migrating 50+ Countries from Google Analytics to Amplitude

    • ​Peter led one of the most ambitious analytics migrations in recent memory: moving Decathlon's ecommerce analytics from Google Analytics to Amplitude across 50+ countries in four months, then embedding Amplitude across the organisation globally. In this fireside chat, Peter shares what he learned along the way, from the organisational challenges of driving adoption at scale to what it takes to turn a data platform investment into real business impact.

  • ​10:30–11:00 AM - Sandwiches and Coffee Break

  • ​11:00–11:35 AM​ - Glenn Vanderlinden, Co-Founder at Human37 - Getting started with Amplitude AI: What you need to know

​Who Should Attend:

​Marketers, analysts, and growth folks, whether new to Amplitude or well into your setup, who want to:

• ​Connect with the local analytics community in Copenhagen

• ​Understand how AI is changing what analysts are expected to do and how to get ahead of it

• ​See what Amplitude can do for marketing and digital analytics workflows

• ​Strengthen your current Amplitude setup with practical guidance

​What to Bring:

• ​A laptop (recommended) if you want to follow along with demos or join a 1:1 session.

• ​A short list of questions or a current use case—an analysis to speed up, a funnel to fix, or an experiment to automate.

​Space is limited, save your spot now!

​Brand Analytics Festival 2026

​This event is part of the Brand Analytics Festival (Nordics) 2026 in partnership with the Brand Leadership Community that runs from June 3-7, 2026.

​The Brand Analytics Festival was created to connect the dots between brand strategy, data practice, and community. By linking Web Analytics Wednesday, MeasureCamp Copenhagen, and BLC’s curated leadership events, the festival offers a cohesive experience for professionals across marketing, analytics, product, and brand. Built in collaboration with trusted festival partners, the vision is to foster meaningful exchanges, elevate practical insights, and create lasting relationships that strengthen both individuals and the organisations they shape.