Analytics in Zeiten von AI
When AI changes search, classic dashboards are often no longer enough. Michael Janssen looks at analytics: which numbers still count, which ones mislead – and how visibility can be measured when answers appear instead of clicks. The session sparks curiosity about an honest analytics view in the AI era. No tool pitch, but the question of what success will be judged by.
Michael Janssen
Geschäftsführer SISU digital GmbH
Michael Janssen is founder and managing director of SISU digital GmbH in Cologne, an agency for web analytics and data-driven online marketing. He looks back on more than 15 years in online marketing and supports companies from analytics audits through strategy and tool implementation to evaluation. His clients include large online shops, web portals and SaaS companies. His focus is Google Analytics, Google Tag Manager and the question which numbers actually support decisions. Motto: good data are the basis for good decisions. He shares his knowledge as author of the Google Tag Manager handbook, in seminars, on the blog zedwoo.de and in the analytics podcast Beyond Pageviews. At SEO-Day 2026 he talks about analytics in the age of AI.