Pre-Conference Workshops | Day 1 | Day 2 | Post-Conference Workshops
SUNDAY, SEPTEMBER 27, 2015
| Sunday, Sept 27 | Fundamentals Of Digital Analytics – Full Day Workshop Room: Beacon June Li, ClickInsight |
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| Sunday, Sept 27 | Visualization and Storytelling — The New Big Data Skill – Full Day Workshop Room: Harborview 3 Lee Feinberg, DecisionViz |
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| Sunday, Sept 27 | Big Data: Proven Methods You Need to Extract Big Value – Full Day Workshop Room: Harborview 2 Vladimir Barash, Graphika |
MONDAY, SEPTEMBER 28, 2015
| 8:00am – 8:40am | Registration & Networking Breakfast Room: Commonwealth Hall |
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| 8:40am – 8:50am | Conference Chair Welcome Room: Cityview Jim Sterne, eMetrics Summit |
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| 8:50am – 9:10am | Diamond Sponsor Presentation Bring order to your tagging chaos with data quality assurance Room: Cityview Julien Coquet, Hub’Scan Inc.  |
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| 9:10am – 10:00am | KEYNOTE Becoming Indispensable Room: Cityview Jim Sterne, eMetrics Summit |
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| 10:00am – 10:30am | Exhibits & Morning Coffee Break Room: Commonwealth Hall |
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| 10:30am – 11:15am | Cornerstones Track – Sponsored by  Moderator: Andrew Janis, Ameriprise Financial The 7 Deadly Sins of Marketing Analytics Room: Cityview John Lovett, Analytics Demystified Applied Science Track – Sponsored by  Moderator: Todd Belcher, BlueConic The Journey to Awesome Actionable Insights Room: Harborview 3 Kaitlin Marvin, Progressive Insurance |
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| 11:20am – 12:05pm | Cornerstones Track – Sponsored by Moderator: Andrew Janis, Ameriprise Financial Digital Analytics is Hard, Now Get On With It Room: Cityview Stéphane Hamel, Immeria Consulting Services Applied Science Track– Sponsored by Moderator: Todd Belcher, BlueConic Analytics Talent and Skills Development Room: Harborview 3 Heather Blythe, Cox Media Group Harika Guddanti, Bain & Co Beverly Wright, PhD, Scheller College of Business |
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| 12:05pm – 1:25pm | Lunch Room: Commonwealth Hall |
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| 1:25pm – 2:10pm | KEYNOTE Measuring the Advertising Impact of a Global Brand Room: Cityview Chuck Hemann, Intel Corporation David Hill, OMD USA |
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| 2:10pm – 2:30pm | Diamond Sponsor Presentation Your Data is Wrong—Now How Can You Fix It Room: Cityview Dan Reno, Product Owner  |
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| 2:30pm – 2:35pm | Gold Sponsor Presentation Room: Cityview  |
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| 2:35pm – 3:25pm | Speed Networking Room: Cityview |
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| 3:25pm – 3:55pm | Exhibits & Afternoon Coffee Break Room: Commonwealth Hall |
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| 3:55pm – 4:40pm | Cornerstones Track – Sponsored by Moderator: Andrew Janis, Ameriprise Financial Foiling the Three Villains of Visualization Room: Cityview Lee Feinberg, DecisionViz Applied Science Track– Sponsored by Moderator: Todd Belcher, BlueConic Comcast Case Study Room: Harborview 3 Melissa Shusterman, Comcast Alysia Caccuro, MaassMedia |
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| 4:45pm – 5:30pm | Cornerstones Track – Sponsored by Moderator: Andrew Janis, Ameriprise Financial Digging for Buried Analytics Treasure Room: Cityview Tim Wilson, Analytics Demystified Applied Science Track– Sponsored by Moderator: Todd Belcher, Putnam Investments The Holy Grail: Getting to Why with UX Room: Harborview 3 Amy Buckner Chowdhry, AnswerLab |
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| 5:30pm – 7:00pm | Networking Reception Room: Commonwealth Hall |
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| 7:15pm | Dinner With Strangers – Stop by the eZone to sign up in advance! eZone: Exhibit Hal |
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TUESDAY, SEPTEMBER 29, 2015
| 8:00am – 8:40am | Networking Breakfast Room: Commonwealth Hall |
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| 8:40am – 8:45am | Conference Chair Welcome Room: Cityview Jim Sterne, eMetrics Summit |
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| 8:45am – 9:05am | Sponsor Presentation Moving your Organization from ‘Analysis Paralysis’ to Real-Time Action Room: Cityview Jonathan Doan, Chief Evangelist 
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| 9:05am – 10:00am | KEYNOTE Data Storytellers of the World Unite Room: Cityview Brent Dykes, Adobe Jennifer Yacenda, Starwood Hotels & Resorts Worldwide, Inc. |
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| 10:00am – 10:45am | Roundtable Nobody Knows the Trouble I’ve Seen Room: Cityview |
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| 10:45am – 11:15am | Exhibits & Morning Coffee Break Room: Commonwealth Hall |
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| 11:15am – 12:00pm | Cornerstone Track Moderator: Steve Mulder, NPR Vetting Value per Visit Room: Cityview Jill Grozalsky, Verndale Applied Science Track Moderator: Scott Macmillan, Fidelity Investments Moving Up the Leadership Ladder with Analytics Room: Harborview 3 Laura Patterson, VisionEdge Marketing |
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| 12:00pm – 1:20pm | Lunch Room: Commonwealth Hall |
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| 12:10pm – 1:20pm | DAA Industry Lunch Room: Cityview  |
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| 1:20pm – 2:05pm | KEYNOTE Growth Hacking Twitter’s Email Room: Cityview Josh Aberant, Twitter |
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| 2:05pm – 2:15pm | Sponsor Elevator Pitch Room: Cityview    
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| 2:15pm – 3:00pm | Roundtable The One Weird Trick I Wish I’d Know Sooner Room: Cityview |
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| 3:00pm – 3:30pm | Exhibits & Afternoon Break Room: Commonwealth Hall |
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| 3:30pm – 4:15pm | Cornerstone Track Moderator: Steve Mulder, NPR Measuring Search from the Ground Up Room: Cityview Barbara Coll, WebMama.com Inc. Applied Science Track Moderator: Scott Macmillan, Fidelity Investments Fighting off Pageviews in Media Analysis Room: Harborview 3 Matthew Simpson, Critical Mass Eric Matisoff, Search Discovery |
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| 4:15pm – 5:00pm | Cornerstone Track Moderator: Steve Mulder, NPR Attribution – You Don’t Know What You Don’t Know Room: Cityview Russell McAthy, Deliver Insight Applied Science Track Moderator: Scott Macmillan, Fidelity Investments How CVS Transformed its Analytics Infrastructure Using Tag Management Room: Harborview 3 Anupam Mishra, CVSHealth |
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| 5:00pm | Wrap Up Room: Cityview |
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WEDNESDAY, SEPTEMBER 30, 2015
| Wednesday, Sept 30 | Applying Digital Analytics – Full Day Workshop Room: Harborview 3 Jim Novo, Drilling Down Project |
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| Wednesday, Sept 30 | What Data Can’t Tell You – Answering The Big “Why?” – Full Day Workshop Room: Cityview 2 Mateusz Waligórski, University of Social Science and Humanities (SWPS), Warsaw |
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| Wednesday, Sept 30 | Post-Login Analytics Discussion – Half Day Workshop Room: Back Bay Jim Sterne, eMetrics |
Monday, September 28, 2015
Registration & Networking Breakfast
Room: Commonwealth Hall
8:40-8:50am
Conference Chair Welcome
Room: Cityview
Jim Sterne
Founder
Marketing Analytics Summit
Speaker:
Jim Sterne, eMetrics Summit Founder, Digital Analytics Association Board Chair
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8:50-9:10am
Diamond Sponsor Presentation
Room: Cityview
Bring order to your tagging chaos with data quality assurance
Julien Coquet
VP of Product Management & Chief Evangelist
Hub’Scan Inc.
From traffic acquisition to online business conversion through visitor behavior knowledge, data quality assurance is the key to digital analytics success. In just 20 minutes, Julien Coquet will share his unique approach to making data QA a reality.
In 2015, decisions involving billions of dollars are still based upon inaccurate data. Tagging is still mandatory for measuring conversions and yet still unable to match the evolution of website lifecycles.
Fast-changing content, process pitfalls and technological shortcomings are some of the main reasons leading to loss in traffic acquisition, inconsistent visitor behavior knowledge and poor online business conversion.
Julien will share how to setup simple, efficient & powerful processes to:
- maximize traffic acquisition
- optimizevisitors knowledge
- boost business conversion
See how a solution like Hub’Scan lays the groundwork for Digital Analytics BPR.
Learn how to drive customers towards success by collecting 100% relevant, accurate and actionable data 24/7.
Speaker: Julien Coquet, VP of Product Management & Chief Evangelist, Hub’Scan Inc.
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9:10-10:00am
Keynote
Becoming Indispensable
Room: Cityview
Jim Sterne
Founder
Marketing Analytics Summit
The epoch of Market Research gave way to the era of Marketing Mix Modeling. That, in turn, was overtaken by the age of clickthroughs and pageviews. Today, customer data is generated on an unfathomable scale. Jim defines and unmasks Big Data and outlines what it takes to become a great marketing analyst. By understanding the data, the tools, the problem to be solved, the art of analysis and the art of communication, you learn how to be (or find) a great analyst and become indispensable to your organization.
Speaker: Jim Sterne, eMetrics Summit Founder, Digital Analytics Association Board Chair
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10:00-10:30am
Exhibits & Morning Coffee Break
Room: Commonwealth Hall
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10:30-11:15am
Track 1: Cornerstones
Sponsored by
The 7 Deadly Sins of Marketing Analytics
Room: Cityview
John Lovett
Senior Director of Data Strategy
Search Discovery
The promise of informative data that will yield brilliant insights and marketing revelations is often crushed by the realities of miscommunication or granular low-level metrics that do very little for understanding consumer behavior of marketing performance. John shares seven classic mistakes in Marketing Analytics using real enterprise examples. Learn how companies often tread into mortal sin without even realizing that they’re doing things incorrectly. Discover how to identify warning signs and know the right way to build and manage Marketing Analytics. John helps you avoid epic failures and get your organization on the path to analytics righteousness.
Moderator: Andrew Janis, Senior Manager, Digital Analytics, Ameriprise Financial
Speaker: John Lovett, Senior Partner, Analytics Demystified
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10:30-11:15am
Track 2: Applied Science
Sponsored by
The Journey to Awesome Actionable Insights
Room: Harborview 3
Kaitlin Marvin
Digital Analytics Architect
Progressive Insurance
Kaitlin has spent the last two years fostering and educating her colleagues and coworkers about various new web analytics skills. She will walk through some of her approaches and strategies for internal evangelism and give her insights as to how she has been able to get her colleagues to embrace change with new toolsets and datasets. The results? Actionable insights! Kaitlin will share how a series of valuable insights were derived from Progressive’s digital analytics and how they have led to great changes for its customers.
Moderator: Todd Belcher, Director of Customer Success, BlueConic
Speaker: Kaitlin Marvin, Data Analyst III, Progressive Insurance
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11:20-12:05pm
Track 1: Cornerstones
Sponsored by
Digital Analytics is Hard, Now Get On With It
Room: Cityview
Stéphane stirs up trouble (again) and reveals why your analytics are going nowhere. After years of investigating the strengths and weaknesses demonstrated by digitally mature (and mostly immature) organizations, Stéphane reveals the naked truth of the latest results of the Digital Analytics Maturity self-assessment, spiced up with useful tips and thought provoking anecdotes. Make sure to complete your own digital analytics maturity self-assessment before the session!
Moderator: Andrew Janis, Senior Manager, Digital Analytics, Ameriprise Financial
Speaker: Stéphane Hamel, Digital Analytics Thought Leader, Immeria Consulting Services
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11:20-12:05pm
Track 2: Applied Science
Sponsored by
Analytics Talent and Skills Development
Room: Harborview 3
Heather Blythe
Director, Analytics & Insights
Cox Media Group
Harika Guddanti
Advanced Analytics Group
Bain & Company
Beverly Wright
Managing Director, Business Analytics Center
Scheller College of Business
Marketing analytics requires many skills and not every company has a large team nor an analytics unicorn on staff. Beverly outlines the types of skills needed and then quizzes our panel on their tactics for attracting, screening, hiring and retaining top talent. Got hiring and skills development questions? Bring them!
Moderator: Todd Belcher, Director of Customer Success, BlueConic
Speakers:
Heather Blythe, Director, Analytics & Insights, Cox Media Group
Harika Guddanti, Advanced Analytics Group, Bain & Co
Beverly Wright, PhD, Managing Director, Business Analytics Center, Scheller College of Business
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12:05-1:25pm
Lunch
Room: Commonwealth Hall
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1:25-2:30pm
Keynote
Measuring the Advertising Impact of a Global Brand
Room: Cityview
Chuck Hemann
Global Digital Analytics Manager
Intel
David Hill
Director of Analytics
OMD USA
How does a $150 Billion company measure the success of their advertising? Chuck describes the global landscape from his vantage point managing a double handful of agencies. He outlines how Intel is organized around digital analytics, some of the struggles they experienced along the way and how it all comes together every week at the Friday Insights Meeting. David, responsible for dozens of people at OMD doing media analytics for Intel, drills down to look at data collection and analysis, and then communicating results andinsights back up the chain. David paints the picture of combining attitudinal metrics with ad fraud viewability and verification data to drive global advertising decisions. Chuck and David both share their vision of what’s over the horizon for Intel, from programmatically serving personalized creative to delving into addressable TV’s and brain-implantable desire transference modulators.
Speakers:
Chuck Hemann, Global Digital Analytics Manager, Intel Corporation
David Hill, Director of Analytics, OMD USA
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2:10-2:30pm
Diamond Sponsor Presentation
Room: Cityview
Your Data is Wrong—Now How Can You Fix It
You know that data collection is vital to inform your business strategy and decisions, but can you trust the quality of your data? Poor data results in decreased efficiencies and ultimately costs much more than most think. In fact, at least 20-30% of operational expenses are directly related to bad data. Join Rob Seolas, co-founder and CEO of ObservePoint, as he discusses the evolution of web analytics, the challenges facing analytics experts today and industry best practices to better ensure the quality of data you use to drive crucial business decisions. Accurate data collection isn’t easy—but it’s importance can’t be underemphasized. When you know that your Big Data is telling the truth you can make the right business decisions, at the right time and for the right reasons.
Speaker: Dan Reno, Product Owner
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2:30-2:35pm
Gold Sponsor Presentation
Room: Cityview
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2:35-3:25pm
Speed Networking
Room: Cityview
The warp speed way to get serious about your business network. You’ll have one minute to give your elevator pitch and one minute to get to know your neighbor. When the whistle blows, it’s time to switch partners and meet the next one. The very best way to meet the most people in the least time to find those you want to connect with further. If you value your career, bring a stack of business cards and get ready to introduce yourself.
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3:25-3:55pm
Exhibits & Afternoon Coffee Break
Room: Commonwealth Hall
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3:55-4:40pm
Track 1: Cornerstones
Sponsored by
Foiling the Three Villains of Visualization
Room: Cityview
Lee Feinberg
Founder and President
DecisionViz
Want to design visuals that change behavior and empower people to make decisions? Learning how to use visualization software is just the beginning. Lee describes three common analyses where practitioners use visualization software but leave their audiences questioning what to do next, and then clues you in on how to create visuals that communicate clearly and improve your team’s decision-making.
Moderator: Andrew Janis, Senior Manager, Digital Analytics, Ameriprise Financial
Speaker: Lee Feinberg, President, DecisionViz
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3:55-4:40pm
Track 2: Applied Science
Sponsored by
Comcast Case Study
Room: Harborview 3
Melissa Shusterman
Senior Director, B2B Ecommerce Demand Generation
Comcast
Alysia Caccuro
Senior Manager, Digital Analytics
MaassMedia, LLC
As MaassMedia’s engagement director for Comcast Business, Melissa developed a holistic analytics practice for the lead generation site. Leveraging attribution to optimize media spend, integrating on and off line data to optimize beyond conversions to sales, and driving the adoption of multiple new technologies. Then took a job at Comcast and became the client – and the work got really hard. Alysia succeeded Melissa at MaassMedia and now runs the supporting analytics team. Also hard. Melissa and Alysia share their experiences working through professional transitions, and the progress they’ve made driving Comcast performance.
Moderator: Todd Belcher, Director of Customer Success, BlueConic
Speakers:
Melissa Shusterman, Senior Director, B2B Ecommerce Demand Generation, Comcast
Alysia Caccuro, Senior Manager, Digital Analytics, MaassMedia
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4:45-5:30pm
Track 1: Cornerstones
Sponsored by
Digging for Buried Analytics Treasure
Room: Cityview
Tim Wilson
Senior Director of Analytics
Search Discovery
Analytics efforts frequently wind up with results that are described as “interesting but not actionable”. Tim explains how marketers and analysts often trip each other up by communicating at cross purposes, by digging into the data prematurely, and by failing to distinguish between performance measurement and hypothesis validation. Tim provides tips and techniques that he has successfully helped numerous large organizations apply and incorporate into their standard operating practices including identifying goals, creating testable hypotheses and delivering understandable insights.
Moderator: Andrew Janis, Senior Manager, Digital Analytics, Ameriprise Financial
Speaker: Tim Wilson, Senior Partner, Analytics Demystified
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4:45-5:30pm
Track 2: Applied Science
Sponsored by
The Holy Grail: Getting to Why with UX
Room: Harborview 3
Amy Buckner Chowdhry
CEO & Co-Founder
AnswerLab
Analytics will give you the precise details of what is happening on your digital properties but can’t tell you why. Amy outlines key analytic findings that require User Experience (UX) research to deliver necessary insights. She delineates how UX research can be used to understand problems of engagement, adoption, and retention. If you have drop-off after testing several checkout flows; if real-time A|B testing on the home page reveals lower conversions; if your landing pages have high bounce rates; if you’re redesigning to drive more product adoption; this session is for you. As an added bonus, Amy also reveals hot-off-the press insights for why consumers have been slow to adopt and engage with apps on their smartwatches.
Moderator: Todd Belcher, Director of Customer Success, BlueConic
Speaker: Amy Buckner Chowdhry, CEO & Co-Founder, AnswerLab
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5:30-7:00pm
Networking Reception
Room: Commonwealth Hall
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7:15pm
Dinner With Strangers – Stop by the eZone to sign up in advance!
eZone: Exhibit Hall
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Tuesday, September 29, 2015
Registration & Networking Breakfast
Room: Commonwealth Hall
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8:40-8:45am
Conference Chair Welcome
Room: Cityview
Jim Sterne
Founder
Marketing Analytics Summit
Speaker: Jim Sterne, eMetrics Summit Founder, Digital Analytics Association Board Chair
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8:45-9:05am
Sponsor Presentation
Moving your Organization from ‘Analysis Paralysis’ to Real-Time Action
Room: Cityview
Jonathan Doan
Chief Evangelist
For years, digital analysts have found themselves stuck in a mode of ‘analysis paralysis’ when it comes to digital data. Although they are quick to spot key insights and trends, taking action to improve results has proven increasingly difficult. This is beginning to change with the rise of the customer data platform, which makes it easy to centralize customer data and profiles, and then distribute that data to key marketing execution systems for real-time action. Learn the key components for successfully leveraging a customer data platform, as well as real-world applications for taking advantage of fast data.
Speaker: Jonathan Doan, Chief Evangelist
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9:05-10:00am
Keynote
Data Storytellers of the World Unite
Room: Cityview
Brent Dykes
Senior Director, Insights & Data Storytelling
Blast Analytics
Jennifer Yacenda
Director, Channel Intelligence and Digital Analytics
Starwood Hotels & Resorts Worldwide, Inc.
Having great insights doesn’t always guarantee that your recommendations will be acted on. You need to be able to effectively communicate your findings to key stakeholders. However, despite your best efforts, most business decisions are not driven solely by logic or reason. Fortunately, human beings have been conditioned over thousands of years to appreciate and respond to a good story. As a result, the future of analytics will be ruled by data storytellers who are able to combine the science of data analysis with the art of the narrative and visualizations. In this session, Brent will walk through why data storytelling works and provide useful tips for how you can leverage its power in your next data presentation. Jennifer will share specific examples of where data storytelling has failed and succeeded at Starwood Hotels.
Speakers:
Brent Dykes, Evangelist for Customer Analytics, Adobe
Jennifer Yacenda, Director, Channel Intelligence and Digital Analytics, Starwood Hotels & Resorts Worldwide, Inc.
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10:00-10:45am
Roundtable
Nobody Knows the Trouble I’ve Seen
Room: Cityview
Since 2002, the eMetrics Summit has been a safe place to discuss and share common problems. Each of us struggles with getting all the people, process and technology pieces working together. Some are just starting out and some have years of experience, but all of us learn from each other. Often rated the best part of the eMetrics Summit, these Roundtables let us share problems with like-minded professionals. This is your path to answers, a little empathy and a lot of camaraderie. These are your people – they understand your situation.
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10:45-11:15am
Exhibits & Morning Coffee Break
Room: Commonwealth Hall
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11:15-12:00pm
Track 1: Cornerstones
Vetting Value per Visit
Room: Cityview
Jill Grozalsky
Product Marketing Director
Sitecore
Piecing together a digital ecosystem is an analyst’s nightmare with each system providing its own measurement of success. Jill focuses on defining value per visit, allowing marketers to not only understand engagement but effectiveness. She reveals the necessary conversations and the critical process involved with understanding the value of a Facebook share, a Twitter follower, a gated content download and a PPC click with a unified metric. Jill explains what Value per Visit means for YOU, how to develop a baselines and KPIs, as well as Value per Visit best practices. Learn the best way to influence marketing strategies and campaign development.
Moderator: Steve Mulder, Senior Director of Audience Insights, NPR
Speaker: Jill Grozalsky, Strategy Director, Verndale
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11:15-12:00pm
Track 2: Applied Science
Moving Up the Leadership Ladder with Analytics
Room: Harborview 3
Laura Patterson
President
VisionEdge Marketing
All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
Moderator: Scott Macmillan, Director Digital Testing/Optimization, Fidelity Investments
Speaker: Laura Patterson, CEO, VisionEdge Marketing
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12:00-1:20pm
Lunch
Room: Commonwealth Hall
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12:10-1:20pm
DAA Industry Lunch
Room: Cityview
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1:20-2:05pm
Keynote
Growth Hacking Twitter’s Email
Room: Cityview
Josh Aberant
VP Growth
SparkPost
Growth hacking is simple: just rapidly apply rigorous analytics to a wide variety of experiments. Josh shares how Twitter applies a growth hacking framework to increase user engagement by tenaciously studying user actions and executing creative data driven programs with analytical thinking. He covers best practices for the data and metrics minded and then offers up a case study of personalized messaging: the Twitter Network Digest which provides users with Tweets of interest they likely missed on Twitter.
Speaker: Josh Aberant, Postmaster, Twitter
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2:05-2:15pm
Sponsor Elevator Pitch
Room: Cityview
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2:15-3:00pm
Roundtable
The One Weird Trick I Wish I’d Know Sooner
Room: Cityview
Time to pay it forward by sharing the best advice you’ve got. This isn’t just for laughs, the best tip wins cash. Your table will have 30 minutes to share tips and decide which one is the very best… and then it’s an open competition. The entire audience will choose which hint, tip, trick or recommendation deserves the eMetrics Summit Top Tip Award and a crisp, new $100 bill.
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3:00-3:30pm
Exhibits & Afternoon Break
Room: Commonwealth Hall
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3:30-4:15pm
Track 1: Cornerstones
Measuring Search from the Ground Up
Room: Cityview
Barbara Coll
CEO
Webmama.com Inc.
Master the analytics that help those responsible for search visibility (SEO). Barb covers six critical analyses you can do to find opportunities and issues related to lead generation through SEO.
- Provide referring keywords and click-through data using Google Search Console;
- Track keyword rankings weekly to report on trends using Moz;
- Look at competitor’s content optimization tactics using Ispionage;
- Tease out keyword search volume numbers via Google Adwords;
- Gauge traffic-generation effectiveness of keyword-based content with Google Search Console;
- Keep tabs on trends, opportunities and issues in traffic using Google Analytics.
Moderator: Steve Mulder, Senior Director of Audience Insights, NPR
Speaker: Barbara Coll, CEO, WebMama.com Inc.
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3:30-4:15pm
Track 2: Applied Science
Fighting off Pageviews in Media Analysis
Room: Harborview 3
Matthew Simpson
Marketing Science Manager
Critical Mass
Eric Matisoff
Director of Analytics
Search Discovery
Gaining actionable insights from data at a media organization is daunting; a ton of data and a plethora of tools. The sales team keeps asking for pageviews even though you remind them how there are better metrics. The UX team refuses to use data to inform design even though the marketing team has allocated budget for A/B Testing and Personalization. IT is nervous about your need for a TMS and has nothing but complaints about your optimization needs. Matthew and Eric describe how they bridge those gaps at NY Daily News – a traditionally print business with a successful web presence that is learning to use data as it matures through analytics.
Moderator: Scott Macmillan, Director Digital Testing/Optimization, Fidelity Investments
Speakers:
Matthew Simpson, Marketing Science Manager, Critical Mass
Eric Matisoff, Director of Analytics, Search Discovery
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4:15-5:00pm
Track 1: Cornerstones
Attribution – You Don’t Know What You Don’t Know
Room: Cityview
Russell McAthy
CEO & Founder
Ringside Data
Marketing Attribution is going to take over the conversation in businesses the world over – as it is the true understanding of consumer behavior. The reason for its delay in rise to widespread use…the analytics community!! In this session Russell covers why attribution is not just for enterprise clients and what you can do today as well as why analytics providers are slowing the growth of the community and how this will affect all of us moving forward. Russell also covers some of the advanced functionality to give you a better idea where we could be in 12 months – and what we can all do to make sure that the focus remains on having a better understanding of the consumer through data led insight.
Moderator: Steve Mulder, Senior Director of Audience Insights, NPR
Speaker: Russell McAthy, Managing Director / Founder, Deliver Insight
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4:15-5:00pm
Track 2: Applied Science
How CVS Transformed its Analytics Infrastructure Using Tag Management
Room: Harborview 3
Anupam Mishra
Senior Director, Digital Analytics and Optimization
CVSHealth
CVS’s big digital presence is mostly controlled by the IT department. Due to rigorous internal procedures, adding or editing key digital analytics and marketing solutions could be a slow process, hindering the company’s ability to better understand customers. CVS decided to invest in a tag management platform to give it increased agility, so digital marketers and analytics professionals could control their tagging requirements without any software coding or ongoing IT requirements. The result has been transformative: extending the core enterprise analytics implementation in record time; adding several new customer feedback solutions; and dramatically improving retargeting and personalization campaigns. Anupam explains how such a large organization was smart about its use of technology, and was able to transform its analytics infrastructure in record time to help the company better achieve online business goals.
Moderator: Scott Macmillan, Director Digital Testing/Optimization, Fidelity Investments
Speaker: Anupam Mishra, Senior Director, Digital Analytics and Optimization, CVSHealth
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5:00pm
Wrap Up
Room: Cityview
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