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Optimization in Practice

Boston, September 30-Oct 4, 2012

Learning from experience is where it's at. Fortunately for humans, we are able to learn from the experience of others. Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to change the culture of your organization to be more data-responsive. You need to communicate the insights you've dug out of the data to those who might use it to make valuable decisions. This track looks long and hard at what it takes to succeed as a data-driven organization. Hear the examples and best practices from a variety of practitioners and consultants who have been at it for a while but remember what it was like getting started. Sage advice, mistakes to avoid and tips and tricks for ensuring a solid understanding of what web analytics is like in the trenches on a day to day basis.

Moderator: Feras Alhlou, President, Product Management, E-Nor

Wednesday, October 3

Reducing Time to Insight

Thomas Bosilevac, Director of Analytics, Digitaria
Collecting data, cleaning it, re-formatting it, integrating it with other data, and all the rest are required before putting on the old thinking cap and coming up with brilliant insights for your organization. While all that grunt work is necessary, your value to the organization is the insights you deliver. Think data mining - they want the gold! How do you deliver more gold? Thomas delivers practical advice on taming the data deluge so you can deliver insights faster.

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Building Cultures of Digital Analysis and Optimization

Chris Johannessen, Director of Digital Analytics, TPG Direct \ Omnicom DAS
Chris shares stories from the arc of his career from his work at GE (three GE Management Awards for SEO, analytics and knowledge management), GSI Commerce (ecommerce platform), Barclays, and now TPG Direct \ Omnicom. He discusses some of the fun - and not so fun - ups and downs, best practices and pitfalls of helping companies become data driven. After a dozen years of Digital Analytics experience, Chris's tale is full of first-hand experience that can help you plan and navigate your Big Data career.

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The Most Undervalued Analytics Tool - Communication

Michele Kiss, VP, Web Analytics, Grand Circle Corporation
Companies continue to invest in analytics tools but fail to get the results of hefty investments. The biggest roadblock? Failures in basic communication. Analytics individuals may be disconnected in an organization. Internal silos may cause communication failures between departments. There is a serious lack of open discussion between organizations and their agency, consultant or vendor partners. Michele shares her experience on both the client and agency side on how to open up communication channels.

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