MeasureCamp Zurich 2025: from measurement to real activation

Yesterday at MeasureCamp Zurich, I found myself in conversations that felt directly connected to my day-to-day work as a Data Activation Lead — especially around CDPs, engagement orchestration, and the real struggle of turning data into action.

What resonated most wasn’t just “better tracking”, but the question we rarely answer clearly enough: How do we move from data collection to coordinated activation across channels?

Key reflections:

🔹 CDP as the operational brain, not just a data container The discussion on Segment, Braze and Amplitude highlighted a challenge I see daily: unclear ownership of the source of truth and blurred responsibilities between tools. A CDP only creates value when governance, data models and activation logic are properly defined.

🔹 Activation > Reporting Sessions reinforced that dashboards alone don’t change outcomes. Real value happens when insights automatically influence targeting, messaging and personalization logic — not when they remain static in reports.

🔹 Agentic Analytics & automation The idea of converting natural language into structured GA4 queries using MCP + ADK is more than a technical curiosity. It hints at a future where analysts spend less time querying and more time defining activation strategies.

🔹 Tracking consistency as foundation for activation The session on automating documentation of events at scale was a strong reminder: without reliable and standardised data, activation logic collapses. Activation maturity is only as strong as tracking governance.

🔹 Consent & data strategy are becoming inseparable With evolving EU policies and browser-level consent models, activation leaders will increasingly have to balance performance goals with privacy-first architecture.

For me, MeasureCamp confirmed a core belief: 👉 The future of analytics is not about collecting more data, but about activating the right data at the right moment, across the right touchpoints.

Great discussions, honest perspectives, and a community that actually challenges assumptions — exactly the kind of environment needed to evolve how we approach data-driven customer engagement.

Looking forward to translating these insights directly into stronger orchestration and activation strategies in my current role.

#MeasureCamp #DataActivation #CDP #CustomerEngagement #AnalyticsLeadership #Zurich #MarTech