Edge US
Speakers
Shahina Meru
Shahina Meru is a Growth Director at Hookflash, where she helps brands stop guessing and start growing. With over a decade of experience in Consumer Psychology, CRO, CRM strategy, and Analytics, she’s spent her career proving that the best marketing decisions are equal parts data, science, and creativity. A regular speaker at industry conferences, she’s passionate about decoding what people really want and turning it into growth that lasts.
From Compliance to Conversion: Turning Accessibility Audits into Revenue
Most organisations treat accessibility audits as a compliance exercise: fix the issues, tick the box, move on. But those same findings often point to the friction that’s quietly costing you conversions.
In this session, Shahina Meru from Hookflash will show how insights from ObservePoint’s accessibility audit can be combined with UX audits and conversion rate optimisation (CRO) to drive measurable business outcomes. Through a real client case study, you’ll see how accessibility and UX become experimentation opportunities and how the results delivered measurable revenue growth.
Emmi Bane
Emmi Bane, MPH, CIPP-US, is a data ethicist and privacy sociologist whose work explores the ethical, legal, and social dimensions of data ecosystems, emerging technologies, and Public Health. She serves as Principal for Data Ethics and Emerging Technologies at HP, where she leads privacy and ethics review for the company’s AI/ML sandbox program, focusing on sensitive data, consent, and technology’s social impacts.
Emmi is also a Senior Fellow in Ethics and AI at the World Privacy Forum, where her research centers on consent frameworks, complex data ecosystems, and the implications of AI for health data and societal wellbeing. Her academic background includes a Master of Public Health in Public Health Genetics from the University of Washington and undergraduate degrees in Sociology, Psychology, and Micro‑Molecular Biology from Portland State University.
The Data You Didn’t Know You Had: An Introduction to Implicative Data
Traditional data governance frameworks often overlook critical layers of information. In this session, we’ll explore the concept of “Implicative Data” through real-world examples and examine the limitations of current governance tools. You’ll leave with practical ways to future-proof your data programs by including implicative data in your everyday analysis.
Jamal Ahmed
Jamal Ahmed is the Founder of Kazient Privacy Experts and one of the most recognised voices in data protection and AI governance. Dubbed “The King of Data Protection” by the BBC and ranked the number one privacy professional in the UK by Favikon, he has spent more than a decade helping organisations turn complex regulation into practical, workable solutions.
Jamal has advised organisations including Lloyds Banking Group, Santander, M&G Investments, Rightmove and Seera Group, building privacy and AI governance programmes from the ground up across the UK, Europe and the Middle East. He is a Fellow of Information Privacy (FIP) and holds the CIPP/E, CIPM and CIPT certifications.
He is the bestselling author of “The Easy Peasy Guide to GDPR” and “The Easy Peasy Guide to the EU AI Act”, and hosts the Privacy Pros Podcast, with listeners in more than 117 countries. Through Privacy Pros Academy, he has trained over 70,000 professionals across 137 countries.
In January 2026, Jamal delivered a keynote at the European Commission on turning legal requirements into practical solutions. He is known for making complex topics simple, practical and genuinely engaging.
Your Analytics Just Became an AI Problem: What the EU AI Act Means for Data Teams
Most analytics teams assume the EU AI Act is someone else’s problem. It isn’t. Predictive models, audience segmentation, personalisation engines and the AI features quietly switched on inside your analytics and martech stack can all bring new obligations, and some of them already apply today.
In this practical, jargon-free session, Jamal Ahmed shows analytics, marketing and data governance leaders what the EU AI Act really means for them. You’ll learn:
- The blind spots most analytics teams don’t know they have
- Which analytics and marketing use cases the Act actually touches, and which it doesn’t
- How the AI Act overlaps with the GDPR and ePrivacy rules you already manage
- A simple action plan to take back to your team straight away
Expect real examples, clear answers and a few surprises.
Matt Bentley
Matt Bentley is a digital data architecture specialist at Loop Horizon, with over 15
years’ experience spanning client-side roles at large enterprises and, for the past 6
years, agency-side work with some of the world’s biggest brands.
His focus is the full data stack: data layer design, client and server-side tag
management, and the quality assurance layer that makes any of it trustworthy, built
extensively on ObservePoint.
More recently, that’s meant putting AI agents on top of governance data itself, turning
raw audit output into weekly analysis and direct answers for stakeholders, work he’ll
be sharing at EDGE.
Matt is driven to move data and analytics out of a supporting role and into direct
revenue generation for his clients.
How Web Governance Became a Revenue Engine: Building AI Agents on Governance Data
In this session, Matt Bentley (Loop Horizon) and Chris Muscutt (PepsiCo) share how they transformed governance across a 200-site digital estate using ObservePoint and AI. Discover how they scaled to 1,000+ weekly automated audits – covering consent, cookies, site performance and technical SEO – and integrated governance data with Google Analytics, Paid Media and Search Console data, orchestrated by AI, to surface high-impact issues, reduce wasted spend, and uncover revenue opportunities.
Chris Muscutt
How Web Governance Became a Revenue Engine: Building AI Agents on Governance Data
In this session, Matt Bentley (Loop Horizon) and Chris Muscutt (PepsiCo) share how they transformed governance across a 200-site digital estate using ObservePoint and AI. Discover how they scaled to 1,000+ weekly automated audits – covering consent, cookies, site performance and technical SEO – and integrated governance data with Google Analytics, Paid Media and Search Console data, orchestrated by AI, to surface high-impact issues, reduce wasted spend, and uncover revenue opportunities.
Dave Smith
Dave is the CTO of ObservePoint, where he is responsible for ObservePoint’s product design and development. Previously, Dave was a senior engineer at Amazon working on Alexa. Dave is the co-host of the Soft Skills Engineering podcast, loves road biking, and is trying to learn how to golf.
What’s New (and What’s Next) at ObservePoint: Product Deep Dive & Roadmap
Web governance is changing quickly, and the technology supporting it needs to keep up. Join ObservePoint CTO, Dave Smith for a look at what’s new across the platform, what’s already shipped, and what customers can do with it today.
He’ll also pull back the curtain on the roadmap, from automation and scale to new ways of tackling the challenges enterprise teams face every day.
Bring your questions, wishlist, and ideas. Dave will share what we’ve built, what we’ve learned, and where we’re going next.
Dylan Sellers
As VP of Customer Success at ObservePoint and a recognized leader in web governance strategy, Dylan has worked with some of the largest brands in the world to ensure website visitor consent is honored, catch unauthorized tracking before it becomes a liability, and build privacy governance programs that actually scale. He’s a frequent voice on where web governance and privacy collide, and where they’re headed next. When he’s not working, he’s focused on his family, coaching his kid’s sports teams, playing competitive volleyball, and serving in his community.
ObservePoint + AI: Using the MCP Server for World Class Web Governance
Stop manually searching through audit reports to find tracking errors. The new ObservePoint MCP helps bring years of expertise into just a few clicks. Join this launch session to see a live demo of how natural language prompts can instantly surface broken tracking, verify page tags, and speed up your QA process. Discover how to elevate your analytics and privacy validation to a world class level.
J. D. Jeppson
J. D. has spent more than 25 years driving growth for software technology companies. His love and passion lies in the building of revenue teams and mentoring professionals. J. D. chaired the Sales Executive Peer-to-Peer Forum for the Utah Technology Council for more than five years, mentoring CEOs and revenue leaders up and down Silicone Slopes. He currently chairs a mentor program with Utah Valley University Wrestling to assist student athletes in succeeding in their schooling, athletics and careers.
The 3 Hacks for Board-Level Buy-in on Web Governance
Our CRO, J. D. Jeppson breaks down how to use the Web Governance Maturity Model to win board buy-in. You’ll get a real read on where your program stands today, what the model says to fix first, and how to make the case, whether you’re after budget, headcount, or your next promotion.
John Pestana
John Pestana, co-founder and CEO of ObservePoint, has established himself as a visionary leader in the digital analytics sector. With a keen understanding of the digital landscape, John has successfully guided ObservePoint to become the leading player in web governance solutions, providing automated website and analytics tag verification services. Before ObservePoint, he co-founded Omniture, which became a pivotal force in online marketing analytics before its acquisition by Adobe in 2009. John holds a degree in Business Management from Brigham Young University and is in the Silicon Slopes Hall of Fame. This prominent Utah-based non-profit recognizes leaders in innovation and community improvement. His entrepreneurial spirit and commitment to innovation continue to drive his company’s growth and influence in optimizing online data accuracy and reliability.
ObservePoint Vision and State of the Union
Join John for an update on ObservePoint’s business, vision, and strategic direction. He’ll share how the company is evolving, where we’re investing for the future, and how AI is being integrated across our platform to help customers work more efficiently and confidently. You’ll also gain insight into the broader digital governance landscape, the role ObservePoint plays within it, and why we believe our mission is more important than ever as organizations navigate increasing complexity across data, privacy, compliance, and digital experience.
ObservePoint Accelerator Certification
Whether you’re new to ObservePoint or looking to strengthen your expertise, this workshop will help you accelerate your learning with hands-on instruction, practical tips, and proven best practices from the ObservePoint team. Walk away with new skills, greater confidence, and an ObservePoint certification.
- Hour 1: ObservePoint Foundations
- ObservePoint is incredibly powerful. To help you unlock that power, we are providing this course on ObservePoint fundamentals with tips and tricks spread throughout. We’ll review a checklist of best practices and strategies, how to configure Data Sources, Standards, and apply them in popular use cases.
- Hour 2: Custom Reporting & Visualization
- ObservePoint’s custom reporting capability can answer thousands of questions. This course will help you build the confidence to answer questions on your own using our “best in class” custom reporting capability and take it to the next level with beautiful and insightful visualizations.
- Hour 3: Web Governance Workshop
- This is where the rubber meets the road. In this course, we bring all of the fundamentals together to deliver results for your organization. You’ll get direct support from our product experts who will coach you through advanced use cases and accelerate your Web Governance maturity.
Register Now
Due to limited space, we can only accommodate up to two individuals per company. Any registrations beyond that are subject to rejection and a full refund.
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