Insights from the best and brightest
Managing a data driven organization takes political, technical and personal knowledge and talent. Some of the biggest and most successful brands in the world step up to the podium and reveal how they make it happen, what challenges they face and their vision for the future. Learn how to create 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 want to make your organization more data-driven or just keep your ducks in a row, the eMetrics Summit keynoters deliver insights for managing those who optimize.
Tuesday, March, 31, 9:10am – 10:00am
A Customer Centric Data Philosophy
Jim Sterne, Founder, eMetrics Summit
Sifting through our customers’ data exhaust is like trying to appreciate a love story by reading the dictionary. Data for the customer instead of about the customer is an old idea but so rarely instantiated in data models. Jim takes a fresh view of organizing and understanding customer data in order to compete on data services.
Tuesday, March, 31, 1:30pm – 2:15pm
The Prediction Effect, the Data Effect, and the Persuasion Effect
Eric Siegel, Ph.D., Founding Chair, Predictive Analytics World
The most actionable win to be gained from big data is prediction. Eric (founder of Predictive Analytics World and author of Predictive Analytics) covers the underlying principles that make predictive analytics effective. He reveals how data can be predictive, why imperfect prediction is valuable, and what type of prediction succeeds to persuade. You have heard of the butterfly, Doppler, and placebo effects. In this session, Eric the Prediction, Data, and Persuasion Effects – each of which encompasses the fun part of science and technology: an intuitive hook that reveals how it works and why it succeeds.
Wednesday, April, 01, 9:05am – 10:00am
Analytics from the Top Down
Joe Megibow, (Invited) SVP/GM of Omni-Channel eCommerce, American Eagle Outfitters
Joe’s view of data started from the bottom up and he’s been moving up the ladder ever since. From the hands-on aspects of customer experience and online marketing, Joe followed the path of digital analytics
to become on the first of his kind, a Chief Digital Officer. Responsible for all channels and touchpoints, Joe shares crucial lessons about bending technology to you will and acting as a change agent inside a large organization. Recognized in 2011 as Practitioner of the Year by the Digital Analytics Association and currently serving on the DAA Board of Directors, Joe looks back at some of the mistakes he learned from… so you can too.
Wednesday, April, 01, 1:15pm – 2:00pm
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Thursday, April, 02, 9:05am – 10:00am
Digital Analytics: Ur Doing It All Wrong!
Tim Wilson, Partner, Web Analytics Demystified
In 15 years as a digital analyst, Tim Wilson has encountered the same core set of misperceptions by marketers and analysts alike, time and time again. HE. IS. FED. UP! Stand back as Tim rants about each of these fallacies, why they’re misguided, how they evolved into existence through good-but-misdirected intentions, and what he does to avoid them. Tim brings his unique perspective, delivered with curmudgeonly passion, to enrapture, enlighten and enrage. You will definitely reconsider how you approach your work!
Thursday, April, 02, 1:25pm – 2:10pm
Tag Management – Not Just for Breakfast Anymore
Michael Eves, Lead Analytics Manager of Implementation/Metrics/Analytics, AT&T, AT&T
Finding opportunities to develop economies of scope and scale in your website code can be a difficult task. But tag management systems can facilitate more than just delivering marketing conversion pixels. From talent acquisition to process and documentation, learn how to get key stakeholders aligned behind the need for the incorporation of web analytics, user experience data, session replay data, voice of customer info and more. Michael shares solid tips on data quality, integrity and uses, and reveals the technical and political shortcuts that make it all possible.