Google Product Suite for Marketing (Mini-Conference) – Tactics, Technologies, and Future Trends

Event Description

What is a mini-conference? 5 talks, wrapped up in a shared theme, followed by a networking session with drinks and catering. Think conference, but mini. All five sessions will be jam-packed with information. We will choose a nice venue that allows for networking after the talks but also enables attendees to be comfortable during the lectures.

Our first mini-conference will be on the topic of Google’s suite of products for marketing. We will showcase speakers that will teach attendees about the latest and greatest ways to advance their skills in using Google Ads, GA4, Google Looker Studio, Google Tag Manager, and Google Cloud ML APIs (including Gemini).

The event will run as an after-work event, with participants expected after 6PM. Rough structure includes:

Get your tickets now ✨

Speakers and Lectures

The event will feature 5 lectures with both international and local speakers:

Check out the individual speaker profiles below. Detailed talk descriptions of each speaker will be released in the upcoming few weeks, so stay tuned ✨

Note that all lectures will be in English, making the event perfect for both a local and international audience.

Session descriptions

Unlocking GA4 for Multichannel Marketing Success

Gemma Fontané

In this session you will learn how Google Analytics 4 (GA4) can become a game-changer for your marketing strategy—whether you focus on SEO, content, social media, or paid campaigns. Gemma will guide you through the essential features of GA4, showcasing practical insights on how to track customer behavior across platforms, optimize campaigns, analyze user interactions and boost your ROI. No prior experience with GA4 is required as we break down concepts like event tracking, audience segmentation, and cross-channel performance analysis.

For SEO professionals, this session will cover how GA4’s enhanced metrics, such as engagement rate and user retention, can support the optimization of organic content strategies by providing deeper insights into audience preferences. Content marketers will learn how to measure content performance more effectively, leveraging metrics like scroll depth and content engagement to refine messaging and formats. Social media managers will discover ways to measure the true impact of their campaigns, utilizing custom events and funnel visualization to understand the complete customer journey. Additionally, we’ll dive into paid campaigns, covering advanced attribution models that allow you to assess ad performance with greater accuracy, ensuring you allocate your budget where it matters most.

Gemma will conclude the session with actionable tips for creating GA4 reports tailored to your marketing goals, so you leave ready to apply data-driven decisions to your SEO, content, social media, and paid campaigns immediately.

Supercharging Marketing with Google Cloud ML APIs and Gemini: A Beginner’s Guide

Lazarina Stoy

In this beginner-friendly session, discover how Google Cloud’s Machine Learning APIs and Google Gemini can transform your marketing strategy. You don’t need any coding experience to follow along as we explore practical applications of AI, from automating processes to improving content and customer insights. We’ll cover key machine learning concepts, explaining how models like text classification and entity analysis can be applied to organic search marketing, helping you optimize content for SEO by identifying key topics and improving relevance.

For social media managers and local SEO professionals, we’ll dive into sentiment and entity sentiment analysis—techniques for scraping and analyzing online reviews to understand customer feedback better. We’ll also explore Google Cloud’s content transformation APIs, showing how businesses can easily transcribe, analyze, and generate video or audio content to speed up production and enter new markets. Additionally, we’ll touch on the capabilities of Google Gemini for automating tasks like personalized ad copy generation and enhancing customer interactions.

The session wraps up with practical templates for implementing these solutions in Google Sheets (no-code) or Google Colab (Python), ensuring you leave with actionable steps to start using AI in your marketing processes right away.

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Enhancing data quality with Google Tag Manager

Stacey Cooper

In this session, we’ll explore practical strategies for using Google Tag Manager (GTM) to enhance data quality in GA4, empowering teams to make more informed, data-driven decisions. We’ll address some of the most common issues I’ve encountered with Consent Mode v2, highlighting how these challenges can compromise the accuracy of data collection. From there, we’ll go into a discussion of the differences between creating custom events directly in GA4 versus within GTM, expanding your ability to capture more data.

The session will also cover essential steps for setting up custom definitions and metrics, giving you the flexibility to tailor reports to the specific needs of your business. We’ll touch on Content Grouping and how this often-overlooked feature can help structure and segment your data for better insights, particularly for SEOs. For GTM experts, we’ll explore use cases of how to use ChatGPT to generate custom JavaScript variables, offering a middle ground that empowers non-coders to expand the functionality of GTM.

This session is designed for all skill levels, from those with a basic understanding of how tags and triggers in GTM work to more advanced GTM users. You’ll walk away with actionable tips that you can immediately implement in your own GTM setup.

Google Ads current Trends & what’s next in 2025: Intersection of Ads, SEO, and video 

Stefka Georgieva

Google Ads are evolving incredibly, becoming increasingly adaptive and integrated across different platforms. This might give the impression that working with them is becoming easier, but in reality, the strategic approach is more critical than ever. In this session, we will explore key formats such as Performance Max and Demand Gen, which play a vital role in modern advertising campaigns.

We will also discuss current topics such as the relationship between SEO and Google Ads, and why some Dynamic Search Ads fail to launch. Finally, we will consider whether YouTube Shorts could become a serious competitor to TikTok. Get your questions ready—now is the time to discuss them together and address the challenges you are facing!

Maximising Marketing Insights with Looker Studio

Chloe Christine

In this session, we’ll explore how to leverage Google Looker Studio to transform raw marketing data into actionable insights with ease. Tailored for marketers across various niches, this session offers a hands-on approach to reporting on SEO, PPC, and social media data—without requiring a big budget.

You’ll learn how to set up simple dashboards for SEO and PPC analysis, with tips on integrating social media performance for a complete view of your campaigns. We’ll also explore data blending techniques to combine multiple sources like Google Ads and Google Analytics, followed by key dos and don’ts for designing visually engaging dashboards.

Whether you’re new to data visualisation or looking to refine your reporting, this session offers accessible tips to help you get more out of Looker Studio and your data.

Event Sponsors & Partners

About the Event Space – the HyperScience Office

Located on the 15th floor of the 2021 Building of the Year, the Hyperscience office is among the leading innovative spaces in the region. Featuring 360-degree views, its own children’s area, as well as quick access to modern sports and spa facilities, the office in NV Tower is an attractive place for employees, their children and pets, but also active members of the local tech and entrepreneurial ecosystem. Opened during the pandemic, the Hyperscience office is an investment in the future and the evolution of workspaces providing flexibility, security and an environmentally friendly lifestyle.

Walking distance from metro station “G.M. Dimitrov” and with free parking in the area, the office is accessible by any preferred type of transport. Virtual walkthrough ✨

About the Experience AI program, partnership with Google