Deep Data Diving
San Jose, May 4-6, 2010
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.
Tuesday, May 4 • 11:00am – 11:50am • Deep Data Diving 1
Tell Me Something I Don't Know: Data Discovery
Neil Mason, 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 inevitable face along the way. Discover what your data can tell you if you ask it the right questions.
Tuesday, May 4 • 4:25pm – 5:15pm • Deep Data Diving 2
Using Online Marketing Simulations To Optimize Long-Term Profitability
Kevin Hillstrom, Mine That Data
Want to understand the dynamics that explain how advertising channels influence customer loyalty, allowing the web analytics practitioner to forecast the future success of a business? Using both simple and complex examples, Kevin illustrates how search, e-mail marketing, social media, offline marketing, affiliates, portal advertising, and other advertising channels interact with each other to yield a healthy and self-sustaining business. You will learn how interactions between advertising channels yield customers that either fail to achieve their potential, or become highly valuable customers that generate revenue for years to come. You will also learn about the importance of acquiring high value customers when evaluating the health of a business. Come get the tools to execute simple five-year business forecasts, using actual customer data.
Tuesday, May 4 • 5:20pm – 6:00pm • Deep Data Diving 3
Actionable Data from Multiple Digital Touch Point
Jason Burby, ZAAZ
If you don’t find ways to listen to your customers and prospects through all the different digital channels, you are missing the boat and leaving insight on the table. Jason shares ways to correlate different digital data points and break down data silos to see the big picture. Leave with 5 tips on shifting your organization from trying to tell a full story from a single datastream to leveraging data across channels to make smarter decisions and maximize revenue.