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Deep Data Diving

Boston, September 30-October 4, 2012

Data diving, statistics and predictive analytics are now part and parcel of a marketer's vernacular. Now that statisticians are on the marketing team, it's your responsibility to understand what they do well enough to manage them. Marketing by the numbers means having a good grasp of the ins and outs of data mining, data modeling, regression trees and a whole host of statistical methods to make numbers reveal their secrets. But fear not, our team of experts uses plain business language to explain how the data you collect from any source can be used to optimize your marketing.

Moderator: Brian Thopsey, Sr. Analyst, Web Analytics, Iron Mountain

Monday, October 1

Best Practices with Optimization in the Offline World

Brian Hawkins, Web Analytics Demystified
Advanced optimization means going beyond A/B Split and Multivariate tests. The smartest organizations are introducing advanced predictive analytics techniques to make the most of all the data they have. Brian reveals how to identify which data points offer predictive information about visitors, across any customer touchpoint - online and offline. He explains how theory becomes practice around these approaches and shares ways his clients have made use of these capabilities. Learn about the best practices in the optimization of the optimization process.

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Scorecarding from Verbatims, a Case Study

Paul Legutko, Vice President of Analytics, Semphonic
Social Listening creates new opportunities to measure the health of the brand and the impact of marketing. It's not, however, a slam dunk. Unlike primary research, social listening doesn't represent a true sample of your customer base and doesn't offer obvious segmentation variables to drive action. Paul shares his experiences and challenges in creating business intelligence and customer research from social verbatims. He addresses true research issues around data quality, segmentation, data summarization and classification, and executive presentation from a hands-on perspective.

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Key Performance Indicators for Big Data

Scot Wheeler, Marketing Science Sr. Director, Critical Mass
Big Data requires a new look at KPI's. Today, we're being asked to define measurable business objectives for the new digital communications ecosystem, integrate multi-channel KPIs (mobile, social, media and web) under each objective, build multi-session attribution into the measurement schema, align this digital view with Marketing Mix Modeling and then building multi-channel testing and full-objective optimization on top while linking to transaction and customer care data from the CRM. Scot offers up some best practices, looks at different approaches from Wal-Mart and Tesco, discusses some strong new tools and relates a couple of case-studies from those with more earth-bound budgets.

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