This November, Rinor Beciraj (Peak Ace’s Marketing Analytics Consultant) represented Peak Ace at the 2025 Analytics Summit in Hamburg. Hosted by TRKKN, the two-day event brought together some of the brightest minds in the MarTech and data analytics community.
Far from being just another conference packed with buzzwords and glossy sales pitches, the Analytics Summit delivered exactly what it promised: a host of truly incredible speakers offering real insights, and real data. From privacy-first marketing and server-side tracking to the latest in GenAI and AdTech, every session offered something genuinely thought-provoking.
Expert talks
Over those two days, the stage became a space for shared learning. It was packed with end-users, experts, and innovators ready to talk openly about what works, what doesn’t, and how data continues to redefine the marketing landscape. Needless to say, Rinor came away inspired and ready to put those insights into action.
Here are our top three sessions over the course of the summit:
Standard Deviation Podcast Live session
With hosts Simo Ahava and Juliana Jackson, the debate centered on how AI is reshaping learning and critical thinking. Juliana cautioned against outsourcing one’s thinking to AI, stressing the importance of mastering your field and using AI as an assistant rather than a replacement for critical thinking. Simo acknowledged AI’s usefulness for automating repetitive tasks but raised concerns about its long-term impact on educators. The session sparked a lively and thought-provoking discussion on the balance between human understanding and AI automation.
“Leads-Based ROAS: AI-Powered Google Ads Bidding Optimization” by Aashi Saxena
Aashi Saxena tackled a common challenge in lead-generation marketing: how to train Google Ads algorithms to measure value when conversions occur offline. Using dealer data to predict client value, Aashi and her team managed to increase leads by 50%. However, the campaign also saw a 90% rise in costs, highlighting the careful trade-off between growth and efficiency when using AI-powered bidding.
Predictive CLV Segmentation: DeFacto’s CDP and Cloud Pipeline Success by Cihan Aslanhan
Finally, Cihan Aslanhan presented DeFacto’s approach to predictive customer lifetime value (pCLV) segmentation, using cloud-based data pipelines to unify online and offline customer data. This strategy allowed for precise targeting of at-risk or churned customers and real-time audience updates. The outcome was striking: a 23% uplift in ROAS and a 31% increase in store visits, demonstrating the measurable impact of advanced analytics on marketing efficiency and customer retention.
Final Thoughts
Analytics Summit 2025 was more than an event. It was an opportunity to witness data-driven marketing innovation in action. From AI debates to predictive analytics success stories, the summit proved how strategic use of data and technology can drive real business results. Rinor returned to Peak Ace inspired, ready to apply these insights to help clients navigate the evolving MarTech landscape.
A huge thank-you to for TRKKN for making it possible and to all those who attended. It was a truly enlightening experience, and we cannot wait to catch you all next year!
