Pre-Conference Workshop – Monday – June 19, 2017
9:00am – 4:30pm
Fundamentals Of Digital Analytics – Full Day Workshop – Room: Salon A2
June Li, Founder and Managing Director, ClickInsightDay 1 – Tuesday, June 20, 2017
8:00am – 8:55am
Registration – Room: Salon A1
Networking Breakfast – Room: Salon A
8:55am – 9:05am
Conference Chair Welcome – Room: Salon A1
Jim Sterne, Founder, Marketing Analytics Summit, Co-Founder Digital Analytics Association9:05am – 9:10am
DAA Welcome – Room: Salon A1
9:10am – 10:10am
Keynote – Room: Salon A1
Kuntal Goradia, Head of Customer Experience and Experimentation, PayPal
Customer Experience Analytics & Insights at PayPal
Kuntal offers use cases, lessons learned, and product impacts made using customer experience data and conducting experiments. She shares how combining quantitative data from surveys with raw quantitative passive capture logs data could provide powerful insights into user behavior that can be leveraged for improving business KPIs.
10:15am – 10:30am
Exhibits & Morning Coffee Break – Room: Salon A
10:30am – 11:15am
Cornerstones Track – Room: Salon A1
Sponsored By:
Adam Greco, Product Evangelist, Amplitude
Sponsored By:
Digital Analytics Recipes Cookbook
At his very first DAA Board meeting, Adam suggested the Digital Analytics Cookbook – an initiative to capture effective, replicable digital analyses that are easy-to-follow, with step-by-step instructions for implementing the analyses at your own organization. Now, Adam presents the results of his brainwave and shows off several – in detail. Check out this ultimate tool to establish best practices across the industry and pick up a few delicious techniques you can reproduce, bake and serve at home.
Applied Science Track – Room: Salon A2
Sponsored By:
Israel Kloss, Senior Consultant, Archetype Consulting
Sponsored By:
I'm Failing As Fast as I Can
Ever been stumped by “gotchas” in Google Analytics? Is the bounce rate too high? Too low? Ever created a shortcut that just turns into a dead end? Added a secondary dimension only to lose all your primary and secondary data? What the heck is behavior flow and what is it telling me? Ever notice that custom events export but none of a visitor’s other visit data can be exported with it? How were you supposed to know that would happen? Did you finally find drill down to that very specific segment you’ve been looking for all day, look up and to the right and see that you’re viewing “SAMPLED DATA”? ARG! Israel shares his (painful) experiences of Google Analytics troubleshooting so you don’t have to make the same mistakes. Master these analytics mysteries so you too can fail more quickly in analytics and learn from the pain and suffering of those who took the arrows in the back for you.
11:20am – 12:05pm
Cornerstones Track – Room: Salon A1
Sponsored By:
Amy Sample, Vice President Business Intelligence, Public Broadcasting Service
Sponsored By:
Digital Analytics Job Descriptions
Ever try to hire a digital analyst? So far, the job descriptions are more unicorn-fishing than applicant hunting (45 years of experience with Adobe, PHD’s in Data Processing, Statistics, Business and Clairvoyance, ability to use Tableau blindfolded, ability to give a TED talk at the drop of a PowerPoint). The DAA has released a set of 15 standard job descriptions for the work we do. Amy walks through the job titles and descriptions spanning three levels of the profession from entry- to intermediate to advanced positions.
Applied Science Track – Room: Salon A2
Sponsored By:
Carey Wilkins, Partner, President, Evolytics
Sponsored By:
What’s Trending: Analytics Most Wanted
Wondering what analytics projects the world’s leading brands are working on, and how your organization compares? What should be on your analytics roadmap? What skills should you develop for the future? Carey shares the three most popular analytics projects that some of the world’s most recognized and respected brands are focused on right now. By knowing what’s trending, you can make sure you are sharpening your skills in areas that will provide you the most career opportunities and provide the most business value to your organization.
12:05pm – 1:30pm
Lunch – Room: Salon A
12:15pm – 1:05pm
Lunch and Learn – Room: Salon A2
The Data Sciences in Marketing: How to build an analytics team
Kenneth Sanford, Analytics Architect, Dataiku
The Data Sciences in Marketing: How to build an analytics team
Kenneth Sanford, Analytics Architect, Dataiku
12:15pm – 1:30pm
Room: Salon A1
Digital Analytics Association Industry Lunch - Everyone Invited
Bring your plate into the keynote room and learn what the DAA has been up to lately. Plus a panel of key DAA volunteers answer your questions.
1:30pm – 2:15pm
Keynote – Room: Salon A1
Gary Angel, CEO, Digital Mortar
Digital Transformation with Analytics
How do you get be good in digital? Really good? Most enterprises fail at making decisions in digital. They have analytics but they don’t use it. They test but they don’t learn. They talk “customer first”, but they don’t listen. They embrace Agile, but they work the same old-fashioned way. Analytics can drive digital performance. But having analytics isn’t enough. To be really good in digital, you need to change the way do digital analytics, Voice of Customer, customer journey mapping, controlled experimentation and Agile. Gary walks through how most enterprises make decisions – from the CMO to the CRO team and shows why standard practices guarantee bad decisions, bad experiences and bad performance. He then reveals how to do it right: the key capabilities, how they need to work together, and how the enterprise needs to change.
2:15pm – 2:35pm
Gold Sponsor Presentation – Room: Salon A1
2:35pm – 3:25pm
Room: Salon A1
Speed Networking
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.
3:25pm – 3:55pm
Exhibits & Afternoon Coffee Break – Room: Salon A
3:55pm – 4:40pm
Cornerstones Track – Room: Salon A1
Sponsored By:
Chris Goward, Co-Founder & CEO, WiderFunnel Marketing
Sponsored By:
How to A/B Test Like a Pro and Drive Growth Through Testing
Even with strong hypotheses and solid results, your test findings could be invalid. Why? Your data is skewed because you’re not executing tests accurately. From testing too many variations, to stopping a test as soon as it reaches statistical significance, to incorrectly interpreting test data, Chris explains how to avoid the biggest mistakes in every stage of a testing program: the design, launch, and analysis of an experiment. He also explains how to accurately analyze your test data to make strategic business decisions. Learn the top three mistakes that make test results invalid, how to test for business growth, and how to create targeted tests rather than segment post-test results.
Applied Science Track – Room: Salon A2
Sponsored By:
Adrian Vender, VP, Digital Marketing, Remark Media
Sponsored By:
Integrating Web Marketing & CRM Data: The Big Picture
Web Analytics systems have improved in providing dimensions-rich, multi-touch visibility into conversions that occur on the website, but to follow the money, you have to carry that web marketing data into your CRM system. Doing this allows you analyze campaign attribution and customer segmentation across a more integrated data set. Adrian provides real life case studies and shares his lessons learned in tying lifetime customer value back to introducing and influencing marketing channels. Adrian will share vertical-appropriate insights based on client examples, data-merging considerations across Analytics, Paid Media, Convertro, and CRM data platforms, and detailed steps in pushing data into Google BigQuery for greater efficiency. Follow these tips when you return to your desk so you can leverage that crucial Marketing/CRM integration and become a ‘big picture’ analyst.
4:45pm – 5:30pm
Keynote – Room: Salon A1
Tim Wilson, Senior Director of Analytics, Search Discovery
Data Science: The Future (and not) of Digital Analytics
Two years ago, Tim posited from the eMetrics Summit stage that data science was the future of digital analytics. He then set out on a journey to validate that hypothesis. The result? As is so often the case in digital analytics, he neither fully proved nor fully disproved his hypothesis. Schrödinger-like, he concluded that he was both right AND wrong. This time, Tim describes where he was right: data science is a broad and deep discipline, and he has significantly upped his own game as a digital analyst by building out his skillset with several aspects of data science (without actually becoming a data scientist). He also shares what he has learned from trying to understand the scope and nature of that role.
5:30pm – 7:00pm
Networking Reception – Room: Salon A
7:15pm
Room: Hotel Lobby
Dinner With Strangers
This is your chance to get out of your comfort zone and prove that you are serious about meeting your peers. Sign up for a Dutch-treat dinner and we’ll tell you at which (very nearby) restaurant to meet for a meal. Get to know your colleagues in a relaxed setting over good food and favorite beverages. You might just meet somebody who can solve that burning issue you’ve been working on or whom you can help with your experience. “This was a little awkward for the first few minutes and then we had a great time!”
Day 2 – Wednesday, June 21, 2017
8:00am – 9:00am
Networking Breakfast – Room: Salon A
9:00am – 9:05am
Conference Chair Welcome – Room: Salon A1
Jim Sterne, Founder, Marketing Analytics Summit, Co-Founder Digital Analytics Association9:05am – 10:00am
Keynote – Room: Salon A1
Brian Massey, Conversion Scientist, Conversion Sciences
Conversion Science in Everyday Practice
Brian is a born teacher with a curriculum derived from every client website he has made more profitable, running more than 1,500 tests a year across a wide variety of industries. While he has become an expert at what works online, he only got that way by insisting that his opinion, while interesting, is immaterial – it’s all about the data. Brian dives deep into time-tested testing techniques that you can use at your desk immediately. Just don’t let his relaxed style fool you – you’re in for a serious education.
10:00am – 10:45am
Roundtable – Room: Salon A1
Nobody Knows the Trouble I've Seen
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.
10:45am – 11:15am
Exhibits & Morning Coffee Break – Room: Salon A
11:15am – 12:00pm
Cornerstones Track – Room: Salon A1
Mike Harmanos, Marketing Analyst, Yamaha Corporation of America
Wayne Wyatt, Director, Digital Analytics Excellence, Nabler
Digital Analytics Self-Assessment
The DAA Self-Assessment asks you to rate yourself against the key defined competencies of successful digital analysts. Follow along as Wayne walks you through the appraisal to compare your results against your peers across industry, location, chapter, etc., with a group of other digital analysts in the same job role. No individual results are shared, as they are strictly confidential, unless you’d like to participate in a live review by a roomful of peers…. in which case, you’ll be invited on stage to discuss your career goals and craft a personalized professional development plan using recommended education resources. Scary? Tough to do? Nope – Mike explains his process for using the self-assessment to build a 5 year road map.
Applied Science Track – Room: Salon A2
Andrew Richardson, Director of Insight and Analytics, Elite SEM
Building a Testing Playbook
A testing playbook combines the best practices of testing and optimization, along with communication strategies, education, and gaining buy-in from your client. Andrew provides a peek behind the curtain to reveal how Delphic prioritizes tests, recruits/trains/staffs-up for a testing practice, and moved from A/B to multivariate testing. Come with and open mind, walk away with a Testing Playbook Template you can put to use at once.
12:00pm – 1:25pm
Lunch – Room: Salon A
12:15pm – 1:15pm
Room: Salon A1
Jennifer Veesenmeyer, Head of Voice of Customer Analytics, Cigna
Women in Analytics Lunch - Can You Hear Me Now?
Grounded in research about Women in Leadership and workplace communication styles, Jennifer will share tips for ensuring your voice is heard as an analytics leader. She’ll share lessons learned while building her personal brand as a leader in analytics, including a few humorous stories of risks that paid off (such as the infamous puppet show) and one that went so horribly wrong that she won a Dog’s Ass award.
1:25pm – 2:00pm
Keynote – Room: Salon A1
Rusty Rahmer, Head of Enterprise Web Analytics and Digital Intelligence, Vanguard
Top Down Corporate Analytics
At the top, there’s the Digital Analytics Center of Excellence. Rusty shares the Vanguard model, describing the services, the benefits, the successes, and bit about their trials, tribulations and triumphs. The next layer down is “Blue Collar Analytics” – the day to day challenge of making analytics a way of life in large organization. Finally, Rusty tackles the nitty-gritty of visit/visitor scoring and engagement; a very specific component of Blue Collar Analytics creating a model that scores every visit against the specific goals of the website, and using that to optimize and calculate marketing, advertising, content ROI. Not for the faint of heart.
2:15pm – 3:00pm
Roundtable – Room: Salon A1
Birds of a Feather Session
We’ll offer up some topic suggestions and label the tables – you get to decide what you want to discuss with your peers. Want to discuss something we haven’t listed? Make up your own! These are your colleagues – here’s your chance to pick their brains.
Career Path
Making Dashboards Better
Personalization
Building a Team
Campaign Management
Insight Discovery
Ecommerce
Content Metrics
Experiments and Testing
Customer Journey
3:00pm – 3:30pm
Exhibits & Afternoon Break – Room: Salon A
3:30pm – 4:15pm
Cornerstones Track – Room: Salon A1
Mariia Bocheva, Attribution and Automation Specialist, Google
A Successful Custom Attribution Model
Hoff, a Russian retailer of household items, found 2.4 times more keywords helping in conversions, and measured the impact of keywords on both online and offline sales. This was achieved by implementing a custom attribution model based on the data from all touchpoints: phone calls, offline purchases, and online activities across devices. Hoff collected data from Google Adwords, non-Google advertising services, and website behavior data in Google BigQuery. The calculation results were used for bids optimization resulting in Hoff increasing their contextual advertising ROI by 17%. Mariia shows how it was achieved step by step and how you can implement it for your business.
Applied Science Track – Room: Salon A2
Benjamin Reid, CEO, Elasticiti
Clients and Consultants: Setting Up for Success
Whether you work for a brand that hires consultants or an agency working with clients, process is central to success. But analytics lives at the cross-roads between several established methods and projects can get bogged down quickly. Ben unpacks the relationship framework that Elasticiti has derived over the years to ensure business objectives are clarified and high-profile analytics are effective. See how their hybrid agile/waterfall process fosters optimal communication and increases creativity and focus. Ben describes this framework in a media company case study, sharing lessons learned about abstracting data from Adobe and Google, rapidly prototyping in Python, and then visualizing in Tableau for client communication. He covers both technical and account approaches so come for the framework, stay for the practical tips and tricks.
4:20pm – 5:00pm
Cornerstones Track – Room: Salon A1
JD Prater, Head of User Acquisition, AdStage
Audience Analytics to Identify Potential New App Users
Ever been tasked with getting better results without a budget increase? Find how to achieve better results by capturing better audiences. JD walks through a case study of how his team uncovered behaviors/interests among top performing audience cohorts to identify potential new app users. Learn how this team leverages multiple analytics platforms to glean audience insights, develop well-founded campaigns and creative tests off the back of user behavior and then applies audience learnings across multiple channels.
Applied Science Track – Room: Salon A2
Ed Finn, Analysis Manager, Napkyn Inc.
How to Manage an Analyst Team: From Practitioner to Leader
Ed Finn, Analyst Team Lead at Napkyn Analytics, presents on his experiences transitioning from an Analyst to the leader of an Analyst Team within a fast growing analytics company. In this session, you will learn what comprises a critical infrastructure for a digital analytics department, what information is (and should be) strategically relevant to anyone managing web analysis, and the challenges and successes Ed experienced transitioning from practitioner to leader.
5:05pm – 5:45pm
Keynote – Room: Salon A1
Dean Abbott, Chief Data Scientist, Wunderkind
Predictive Analytics Breakdown
Personalization, one to one, predictive targeting, whatever you call it, serving the optimal digital experience for each customer is often touted as the pinnacle of digital marketing efficacy. But if predictive targeting is so great, why isn’t everyone doing it? Dean first provides an overview of predictive targeting methodologies as well as a general framework for thinking about the trade-offs of predictive methods in your marketing systems/process. He then explores data exploration, data preparation, modeling building, and model evaluation, what can be done to improve model accuracy. Dean also explains model ensembles, including Bagging, Random Forests, and Stochastic Gradient Boosting. Come for the enlightenment, stay for the bar-bet-winning vocabulary.
5:45pm
Wrap Up – Room: Salon A1
Post-Conference Workshop – Thursday – June 22, 2017
9:00am – 4:00pm
Applying Digital Analytics – Full Day Workshop – Room: Salon A2
Anil Batra, Managing Partner, Optizent