Applied Science Track

Applied Science Track

Get the biggest bang from big data
From change management to data governance and from analytics maturity to advanced visualization, this cadre of authorities covers the management side of getting the biggest bang from big data.
Moderator:

Tuesday, March, 31, 10:30am – 11:15am
Five Big Analytics Project Lessons

Jim Cain, Founder and President, Napkyn
Jim walks through five cases where positive results offered the additional benefit of Big Lessons applicable to most analytics efforts:
• What not to do when building all the social media performance reporting for a major coffee retailer.
• How to cram everything into a framework for leveraging and evolving pan-session marketing attribution models (including offline things like catalog).
• How to use data to get your team or client to move to responsive design.
• How to make the CEO thank the VP, Digital for a job well done (The “You’re Welcome” Report).
• How to use the CFO’s forecast to power an effective eCommerce performance report.

Tuesday, March, 31, 11:20am – 12:05pm
Making Marketing Analytics More Relevant to the C-Suite

Laura Patterson, President and Co-Founder, VisionEdge Marketing
You’ve invested in collecting data, built numerous marketing models, established an analytics team, even developed a data governance process, but one of the biggest challenges for many marketers is how to translate the value of the data and associated insights into something meaningful to the C-Suite. According to the 12th annual Forrester/ITSMA/VEM study less than 10% of the C-Suite uses the data provided by marketing to make strategic decisions. Laura shares best-practices and practical tips on how to make Marketing and the Data more relevant to the C-Suite.

Tuesday, March, 31, 3:55pm – 4:40pm
Turning Analytics from a Cost Center to a Value Generator

Veronika Belokhvostova, Vice President, Analytics and Strategy, Hotwire

Tuesday, March, 31, 4:45pm – 5:30pm
Advanced SEO Impact and ROI Modeling

Bryan Olshock, Senior Digital Analyst, Red Door Interactive
Justin Gabbert, Digital Analyst, Red Door Interactive
Justin and Bryan present a variety of SEO forecast and impact analysis models that account for multiple internal and external factors with inputs that include seasonality, search trends, awareness, and economic trends among others. Justin and Bryan explain their Simple Linear Regression Forecast, Multiple Linear Regressions Forecast and their unique Impact Analysis Model that segments organic search traffic into incremental traffic, baseline traffic, and awareness traffic (generated through increases in on/offline media). If you’re looking to understand the impact of historical projects and the potential impact of future projects and their ROI, this is a do-not-miss session.

Wednesday, April, 01, 11:15am – 12:00pm
From Human Factors to Social Insights

Erling Amundson, Senior Manager Social Insights, Symantec
Erling leads Social Insights for one of the world’s largest software companies. His background in user experience led him to explore how to use social media to engage users and customers to gain actionable Insights such as trends and sentiment drivers that enable you to understand your customers. Erling shares how Symantec is using metrics like Net Social Sentiment to understand what customers are saying and techniques like Momentum Marketing to provide content that helps improve customer engagement in real-time.

Wednesday, April, 01, 3:30pm – 4:15pm
Full Body Scan: Seeing Your Customer from All Angles

Leanne Smith, Senior Director, Insights & Analytics, Communications Media, Inc. (CMI)
Does your marketing campaign planning process start with a deep analysis on the target audience and understanding the data from the perspective of the customer? Leanne walks through the CMI process of creating a deep understanding of a target audience. Learn how she determines the growth potential; implements a personalized, promotional outreach and activation plan with the appropriate message sequence, and maximizes ROI by tying together multiple datasets, knowing how to analyze and synthesize the data, and making it actionable.

Wednesday, April, 01, 4:15pm – 5:00pm
A (very) Contrarian View of Tag Management

Stéphane Hamel, Director of Innovation, Cardinal Path
Stéphane has helped dozens of companies implement tag management systems and has experienced the gap between hype and reality. While slamming vendor promise may be fun, Stéphane provides valuable insights for those considering, implementing or managing tag management systems. Prepare to have the scales fall from your eyes as he discusses lipstick on a pigs, beautiful interfaces on top of ugly JavaScript tags, and then brings some hope into the discussion.

Thursday, April, 02, 11:15am – 12:00pm
ESPN’s Mobile Analytics Implementation Framework

Chris Meares, Director of Analytics, MaassMedia
What happens when our obsession with mobile devices collides with the rabidity of sports fans? It puts sports giant ESPN on track to continually break its own records with more than 58.7 million unique users accessing on mobile devices. Learn how ESPN’s analytics team keeps up with this record-breaking demand with a mobile analytics implementation framework to collect, monitor, analyze and use all that data. Lessons learned, disasters avoided and a trick or two that will help you break records.

Thursday, April, 02, 2:15pm – 3:00pm
Instituting Data Governance

Angie Pribor, Senior Manager Enterprise Data Management, First San Francisco Partners
Not every company creates a data governance organization in the same way. However, there are some common roles that are essential to data governance program success. As a first step in implementing a data governance program—and after selecting a Data Governance Lead—program sponsors and the Data Governance Lead typically identify executive, LOB and IT resources. Angie answers the burning questions: What resources are needed to get the data governance organization off the ground? What are the critical early activities? How do you make it sustainable over time?

Thursday, April, 02, 3:30pm – 4:15pm
Corporate vs. Start Up Social Media Analytics

Monica Wheat, Digital Strategy Director, Pixel DSi
Market/audience segmentation, campaign effectiveness, product development and product management are all on the table when Monica applies social media listening techniques to brand engagement, brand amplification, brand likeability, and execution value. She presents a dual business case comparing the launch of a new product developed inside a corporate structure with an entrepreneurial start up to explore a framework to distill business goals into business decisions using social media analytics. Whether your responsibility is pivoting to grow or improving qualitative consumer engagement, Monica describes the best of both worlds to help derive better business insights

Thursday, April, 02, 4:15pm – 5:00pm
Goal Setting for Digital Measurement Success

Kayden Kelly, CEO and Managing Director, Blast Analytics & Marketing
Do you have clear goals and a distinct definition of what success looks like across the entire customer journey? Kayden offers up a straightforward process for defining S.M.A.R.T. goals and developing a measurement strategy. Learn how to avoid common goal setting pitfalls (unrealistic, too specific, overly simplistic, etc.), how to successfully set and manage goals and how to develop actionable reporting that will align with stakeholder expectations. Kayden offers a way to improve the measurement of your customer’s lifecycle, perform more proactive analysis, and achieve a sustainable decision making process.

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