Conference Schedule

Analytics is a central part of Digital Transformation because it’s the only way to effectively measure and optimize the digital customer experience. Greg explores the essential elements of an effective Digital Analytics Target Operating Model and an impact focused Customer Analytics Learning Agenda and shows how to gain organizational commitment, prioritization, leadership support, and funding!

Driving meaningful value through highly personalized content means layering first and third party datasets to uncover prospects’ interests, buying patterns and future needs. Andrew and Greg share their work building a scalable and collaborative program leveraging third party data. They reveal the most valuable third-party sources for extending attribution and filling gaps to allow for real-time/close to real-time optimizations, and their experience fusing first and third-party data to unlock meaningful insights and make smarter decisions. Learn how to leverage third-party insights to not only achieve campaign success, but guide pre-emptive course corrections and comprehensive reporting across multiple simultaneous campaigns.

While it’s easy to put out a shingle and claim you’re “excellent” at analytics, standing up a “Center of Excellence” that can deliver a company-wide capability for analytics at any scale is no small task. It requires careful planning, diligent process and ongoing governance and missteps in the process can result in data distrust and actually stop organizations from becoming data driven. John explores the critical components of building and sustaining a solid digital analytics program to ensure that a Center of Excellence is truly excellent. A veteran consultant and longtime industry analyst, John draws on his extensive experience to reveal secrets and best practices that apply to anybody facing this challenge

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? Matt starts off with 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. Dean then explores data exploration, data preparation, modeling building, and model evaluation, what can be done to improve model accuracy. He explains model ensembles, including Bagging, Random Forests, and Stochastic Gradient Boosting. Come for the enlightenment, stay for the bar-bet-winning vocabulary.

“Actionable in the extreme” describes the analytics typically sought by paid search (PPC) account managers. Whether they make changes manually in response to periodic reports; nimbly manage account segments using integrated AdWords and Bing Ads data, use power tools like Excel, AdWords Scripts, or develop custom software to automate complex tasks via the API, the end goal is to improve the relevancy of campaigns to end users. Andrew recounts his adventures in attempting to automate complex PPC tasks, reinforcing suspicions that there are many things account managers shouldn’t be touching. He describes the Goodman Principle of Reasonable Aggregation; avoiding the over-dissection of dataset subcomponents to keep random statistical noise at bay.

How do 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.