31 October 2025

Learnings from MeasureCamp Sydney 2025

When hundreds of analysts, technologists, and data-driven creatives packed Google’s Sydney campus last Saturday for MeasureCamp Sydney 2025, one thing was clear: AI has officially moved from hype to habit.

Across dozens of unconference sessions, the energy wasn’t about “what if”, it was about how. How teams are already automating their workflows, building custom LLM tools, and turning analytics from a reporting discipline into a creative and engineering craft.

From analysts to builders

A recurring theme throughout the day was empowerment through code. Talks like Do Analysts Need to Code? and DIY Spotify Wrapped showed how analysts are no longer waiting on engineers, they’re becoming product thinkers in their own right.

With Python notebooks, SQL, and low-code automation, analysts are building tools that scale insight. The shift is profound: analysis is becoming a product, not a process. Those who can code, iterate, and integrate AI into daily workflows are now leading the curve.

Image by John Nguyen

AI’s moved in, it’s part of the stack

AI wasn’t treated as a novelty, it’s now baked into the measurement stack. Sessions like Custom LLM Tools Is the Apex Predator for Your Job (Sam Redfern) and With Human in the Loop, Experiment Boldly and Build Ethically showed practical, working examples of analysts using AI assistants to automate data cleaning, summarise datasets, and even draft stakeholder reports.

In short: AI is the new infrastructure. The analysts who treat it as such, building guardrails, trust, and governance around their tools, will define what “responsible automation” looks like next.

The return of curiosity

While much of the day was highly technical, there was a strong current of creative and human-centred thinking.

In Don’t Be Afraid of Qualitative Data, UX researcher Rob Tot reminded attendees that analytics is as much about empathy as evidence. His “hot tip”? Add context. Screenshots, Sankey flows, even user verbatims, anything that connects the number to the experience.

“Design your dashboards like control rooms,” Tot said, “so people instantly see what’s working, what’s failing, and why.”

It was a fitting message in a year when analysts are rediscovering the value of curiosity, asking better questions, not just faster ones.

The craft is evolving

From visualisation and storytelling to measurement design, the craft of analytics is being redefined.

Best-in-class sessions such as Nina Errey’s Design Patterns for Data Storytelling and Jack Golding’s SEO Analysis at Scale reinforced that insight delivery now depends as much on narrative and usability as on accuracy.

Sponsors like Adobe, Google Cloud, and In Marketing We Trust underlined this direction, showcasing how applied AI and smarter data engineering are transforming measurement into a strategic growth lever.

Standout sessions

Best Overall Speaker 2025 — Paul Hewett and Freddy Chanut

Their session In 2030, Your Website Doesn’t Exist explored how intelligent agents will reshape brand discovery by the end of the decade. As AI systems begin to mediate online interactions, websites become just one surface among many, a node in a broader protocol of interaction.

“The web is shifting from pages to protocols,” Hewett explained. “Brands need to design for intelligent discovery, not just visibility.”

Best Creative Talk — Lily Wu

Lily’s Does Rain Make Traffic Crazy?, a Python-based analysis of Sydney driving behaviour, was a standout for transparency and craft. By walking through her Jupyter Notebook live, she turned what could have been a niche data exploration into a storytelling masterclass.

Other crowd favourites included Mike Robins’ MeasureBot 3 - Overengineering and Taking the Hard Path, Oscar Moosman’s Social Styles: Influencing Decisions Beyond Data, and Tariq Ur Rahman’s Conversational Analytics, Yay or Nay?, which unpacked how AI-driven query systems are changing how analysts interact with data itself.

Louder’s takeaway

MeasureCamp Sydney 2025 really marked a turning point for analytics. The lines between analyst, engineer, and storyteller are officially blurring, and honestly, that’s a good thing.

At Louder, we see it every day across our Technology & Supply and Data Activation pillars. The analysts who can build as well as measure are the ones shaping smarter systems, clearer stories, and better decisions.
The next chapter of analytics isn’t about chasing more data, it’s about having more agency.

Louder is a proud sponsor of MeasureCamp Sydney and regularly attends the monthly Data and Analytics Wednesday meetup.

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