Webinar 3 of 3: AI-Powered Conversion Optimization - Activate

In this session, we move from analysis to activation. You’ll learn how to turn predictive audiences into real-time website personalization.

Turning Data into Action

In the previous webinars, we built a solid first-party data foundation and used AI to identify high-value visitor segments and predict conversion likelihood.

Now comes the most important question: how do you actually use these insights in practice?

In this final session, we move from analysis to activation. You’ll learn how to turn predictive audiences into real-time personalization on your website, and how to prepare these audiences for activation in advertising platforms.

We start with the fastest and most practical layer: your own website. This allows you to immediately apply what you’ve built before extending it into platforms such as Meta, Google Ads, or Display & Video 360.

We will turn your Google Cloud environment into a lightweight profile server that stores audience and visitor attributes. Using Onesecondbefore, we will then make this information available in the browser so you can dynamically adapt the user experience in real time.

In this session, we’ll cover the following:

• How to create a profile server with Firestore in Google Cloud
• Fill the profile server with interesting profiles
• Transport the profile information to the web browser
• Use the client side profile to personalize the website

Presumed knowledge:

• Basic Google Cloud knowledge
• Basic understanding of JavaScript and page tagging

About the Webinar Series

Most organizations collect large amounts of digital click data — but only use a fraction of its potential.

In this 3-part webinar series, you’ll learn how to transform raw website and app data into actionable AI-driven insights that improve targeting, personalization, and conversion rates.

Across the series, you’ll learn how to:

• Capture high-quality first-party click data optimized for AI analysis
• Use AI and BigQuery ML to uncover audience segments and behavioral patterns
• Predict conversion likelihood for individual visitors
• Activate these insights across marketing channels
• Improve marketing efficiency and conversion performance

Webinar 1: Implementing First-Party Tracking & Streaming Click Data to BigQuery

In Webinar 1, we built a reliable, AI-ready first-party data foundation by capturing and streaming clickstream data into BigQuery.

Topics covered included:

• Setting up a client in Onesecondbefore
• Preparing BigQuery for streaming data
• Creating and implementing page tags
• Deploying tracking on your website
• Validating incoming data

Missed Webinar 1? Drop me an email and I’ll share the recording and/or the next webinar date with you!

Webinar 2: AI-Powered Analysis

In this webinar, we focus on using AI and BigQuery ML to analyze visitor behavior and generate actionable insights from your clickstream data.

You’ll learn how to:

• Identify meaningful audience segments
• Predict conversion likelihood for individual visitors
• Create and train AI models using SQL-based workflows
• Generate insights using ready-to-use copy-and-paste code examples
• Apply AI-driven insights to marketing and conversion optimization

No prior AI or machine learning experience is required.

Webinar 3: Activation & Personalization (This Webinar)

In the final webinar, you’ll learn how to activate AI-generated insights on your own website through personalization and audience targeting.

You’ll discover how to:

• Build audiences based on predicted behavior
• Deliver personalized messaging and experiences
• Optimize campaign targeting and budget allocation
• Improve conversion performance across paid and organic channels
• Activate high-potential audience segments in marketing platforms such as Meta, Google Ads, and Display & Video 360
• Use predictive audiences to improve retargeting, acquisition, and personalization strategies

This session focuses on turning AI insights into measurable marketing actions that improve campaign efficiency and conversion performance.

Why This Matters

By analyzing all website visitors—not just conversions—you unlock opportunities to improve performance across both paid campaigns and organic traffic. The result: smarter marketing and higher overall conversion rates.

About the Presenter

The webinars are led by Eelco van Kuik, an experienced digital analyst, data engineer, and data activation specialist with over 20 years of experience across both startups and large enterprises.

He will guide you step by step in uncovering the hidden value in your data—and show how AI can help you turn that data into measurable results.