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Deep Data Diving

San Francisco, March 13-18, 2011

Data mining, data diving and predictive analytics are now part and parcel of a marketer's tool set. Now that statisticians are part of the marketing team, it's your responsibility to understand what they do well enough to manage them. Managing your 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 use plain business language to explain how the data you collect from any source can be used to optimize your marketing.

Moderator: Terry Cohen

Tuesday, March 15 • 11:15am – 12:00pm • Deep Data Diving 1

Tell Me Something I Don't Know: Data Discovery

Neil Mason, Consultancy Director, Foviance

This is the assignment Neil once got from a client. "Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies. Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitably face along the way. Discover what your data can tell you if you ask it the right questions.

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Tuesday, March 15 • 2:00pm - 2:45pm • Deep Data Diving 2

Top 5 Data Mining Mistakes (and How to Avoid Them)

John Elder, PhD, Chief Scientist, Elder Research, Inc.

Deeply analyzing data to discover useful patterns has delivered enormous returns in many fields and industries. But it is easy to go too far and "torture the data until it confesses" or otherwise doom your findings to fail where they really matter: on new situations. A key to achieving quality is to avoid "worst practices". Dr. Elder shares his (often humorous) stories from real-world applications highlighting common, but deadly, mistakes. Learn how to achieve success by laughing (or gasping) at stories of barely averted disaster. Note: Some analytic details in the case studies can be quite technical, but the stories (and their lessons) appeal to participants across experience levels and job classifications. Learn how to find useful patterns in your data, discover analytic best practices by learning worst practices and validate the tremendous value of verified data mining.

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Tuesday, March 15 • 5:00pm - 6:00pm • Deep Data Diving 3

Modeling in a Multichannel Ecosystem

Allen Crane, Executive Director, Research and Analytics, USAA

USAA used to think in terms of member contact channels: 450 million web sessions, 56 million phone calls, 20 million IVR self-service calls, 3 million faxes, etc. But given their customers have always been multi-channel, this financial services company now configures and analyzes its data across "conversations". Allen outlines how they stitch together customer interactions across channels to cross-correlate new metrics like "containment" with stand-by's like "satisfaction". Allen shares lessons from his work in market intelligence and business analysis to move from tracking online behavior to monitoring customer behavior.

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Additional Tracks:

Web Analytics Fundamentals
Web Analytics Advanced
Social Media Metrics
Media Optimization Track
Mobile Marketing Metrics
Marketing Analytics
B2B Lead Gen Metrics
In a Class By Itself
Marketing Optimization Clinics
eMetrics Marketing Labs
Roundtable Discussion

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