Industry Leading Keynotes
Managing a data driven organization takes political, technical and personal knowledge and talent. Some of the biggest brands in the world and the most successful firms step up to the podium and reveal how they are making it happen, what challenges they face and their vision for the future. These executives share how to organize an analytics focused organization, how to slice through the silos and how to account for multi-channel marketing, marketing mix modeling and brand equity measurement. Whether you are interested in changing the culture of your organization to be more data-driven or just keep your ducks in a row, the eMetrics Summit keynoters deliver the insights for managing those who optimize.
Tuesday, June, 11, 9:30am – 10:15am •Room: W185BC
Big Data and Mobile Analytics
Anindya Ghose, Director & Associate Professor, Center for Business Analytics, Stern School of Business, New York University
Apps, advertising and commerce require new metrics in the new mobile economy. Just how important are cross-device synergies when allocating marketing dollars? Anindya shares insights from his research on best practices in mobile advertising and in the economics of IT quantifying three related issues:
• The impact of the Internet on industries and markets transformed by its shared technology infrastructure
• The economic value of social media
• The business impact of digital and mobile marketing
Tuesday, June, 11, 1:30pm – 2:15pm •Room: W185BC
Online Controlled Experiments: Introduction, Insights, Scaling, and Humbling Statistics
Ronny Kohavi, General Manager, Analysis and Experimentation, Microsoft
The web provides an unprecedented opportunity to accelerate innovation by evaluating ideas quickly and accurately using controlled experiments (e.g., A/B tests and their generalizations). From front-end user-interface changes to backend algorithms, online controlled experiments are now utilized to make data-driven decisions at Amazon, eBay, Facebook, Google, Intuit, LinkedIn, Microsoft, Netflix, Yahoo, Zynga, and at many other companies. While the theory of a controlled experiment dates back to the 1920s, running online controlled experiments at scale—hundreds of concurrent experiments on a given day at Bing—has taught us many lessons. We provide an introduction, share real examples, key insights, cultural challenges, scaling challenges, and humbling statistics.
Tuesday, June, 11, 4:20pm – 5:10pm •Room: W185BC
Social Media ROI
Chris Brogan, SVP of Strategy & Analytics, Hyatt Corporation
Hotels are primarily a service business where success and profitability are determined by the perceived quality of that service. Increasingly, hotel success is influenced by review sites such as Hotels.com, Expedia and Trip Adviser. Chris outlines how Hyatt Corporation makes the most of media mix models and a new form of sentiment analysis to “monetize” the impact of customer satisfaction, via predictive modeling. Enhance your understanding of the business relevance of social media as Chris reveals his experience, insights and ideas.
Wednesday, June, 12, 9:05am – 9:50am •Room: W185BC
Taking Off With All Electronic Devices Turned On
Nick Harris, Sr. Manager, eCommerce Channel Optimization, United Airlines
Imagine starting a job at a major corporation and finding out three months later that they were merging with their largest competitor. Imagine holding the reins on channel optimization and loyalty when the senior executive leadership said it was time to start from scratch. What’s first? For Nick, it’s a bottom up testing program and a top down, real time, offer automation program. That means horizontal, session level data capture, data warehouse construction for heavy lifting analytics and a marketing framework that will allow for in-session suggestions and recommendations, followed by retargeting and email optimization. Nick describes his journey through the technical quagmire, the political forest, the budgetary foothills and the integration mountains to reach the pinnacle of customer engagement.
Wednesday, June, 12, 9:55am – 10:50am •Room: W185BC
Formal Roundtable Discussion: First, Admit You Have a Problem
Jim Sterne, Founder, eMetrics Summit
When the eMetrics Summit started in 2002, the marketing optimization world was full of unknown unknowns. So we sat together and discussed and listed out our common problems. More than a decade later, it’s time to revisit. You’ll be sitting with like-minded professionals to share your troubles and the solutions to troubles you’ve bested.
Wednesday, June, 12, 4:05pm – 4:50pm •Room: W185BC
A Few Sterne Questions
Jim Sterne, Founder, eMetrics Summit
Cerebral surfeit? Brain strain? Input overload? An embarrassment of intellectual riches? Jim does his best to make your head explode by stuffing in just one more thing with the help of some very bright individuals.