eMetrics Keynotes Boston

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.

Monday, October, 06, 9:05am – 10:00am •Room: Cityview

Design Thinking Meets Big Data

Chris Chapo

Chris Chapo, Vice President, Data Science and Analytics, Intuit

Are you solving problems or creating solutions? Chis looks at moving from incremental improvements in online marketing (A/B split- and multivariate-testing), through usability testing and customer experience improvement, to a world of Design Thinking – a core capability that fuels innovation at Intuit through deep customer empathy, going broad to go narrow, and rapidly experimenting with customers. Chris walks through examples to illustrate how they are leveraging data science to enhance their design thinking tools.

Monday, October, 06, 4:45pm – 5:30pm •Room: Cityview

Rethinking Metrics to Align with the Path to Purchase

Christian Kugel

Christian Kugel, VP, Consumer Analytics & Research, AOL

Over the past year, Christian’s team has been reverse engineering the path to purchase across categories. It turns out that the proliferation of mobile devices has dramatically shortened active shopping windows, even for considered goods like new vehicles and consumer tech. The classically defined purchase funnel is no more. Because the nature of shopping has changed, the nature of metrics must change as well. Christian warns that it’s time to harmonize brand building metrics with performance marketing metrics to reflect the new shopping dynamics. This is incredibly difficult, but ultimately, metrics must be aligned with how people are navigating the shopping process in each category. Learn why it’s time to understand how people shop in your category – and why you likely need to rethink your digital marketing KPIs.

Tuesday, October, 07, 9:10am – 9:50am •Room: Cityview

Boston Red Sox – One Year Later

Tim Zue

Tim Zue, VP, Business Development; SVP Business Operations, Boston Red Sox; Fenway Sports Management

Back by popular demand, Tim updates us on his analysis of America’s favorite pastime. Fan surveys, ticket pricing, concession stand sales, parking prices and customer segmentation all help Tim keep his eye on the business side of the game. Heat maps of ball park seats by ticket price, anyone?

Tuesday, October, 07, 4:15pm – 5:00pm •Room: Cityview

Optimizing Your Process for Being Data-Driven

Tim Wilson

Tim Wilson, Partner, Web Analytics Demystified

Consistently delivering business value requires more than tools. It requires instituting a repeatable process for identifying and prioritizing business questions, translating those questions into testable hypotheses, and applying the appropriate tools to reach actionable conclusions. back by popular demand, Tim opens up his toolbox and shares his favorite tools, tips, and techniques for pivoting from “producing reports” to being the marketing department’s favorite partner.

Tuesday, October, 07, 5:00pm – 5:45pm •Room: Cityview

Correlation: Causation’s Second Cousin

Tyler  Vigen

Tyler Vigen, Statistical Provocateur, Spurious Correlations

Tyler Vigen, the man behind spurious correlations.com makes his eMetrics Summit debut
in a no-holds-barred, algorithm rich explanation of his correlation generator with lots of
examples. Learn how to distinguish between real and spurious correlations and how to
impress your friends with your knowledge of how the number people who drowned by
falling into a swimming-pool correlates with number of Nicolas Cage movies. The number
of minutes Tyler is on stage will correlate directly to how much you learn while laughing
proving causation!

Wednesday, October, 08, 9:10am – 9:50am •Room: Cityview

Going Further at Ford

Jeff  Doak

Jeff Doak, Vice President of Social Measurement, Team Detroit

Jeff Doak, Vice President of Social Measurement, Team Detroit
Having built an affiliate tracking and management platform in the 1990’s, an advanced social media research tool in the 2000’s, Jeff spent the last three years building a vital, growing social analytics practice from the ground up for one of the most active and respected social brands in the world. Learn Jeff’s methods for creating a cross-disciplinary team, choosing the right tools and vendors, and deciding which metrics matter — especially those most able to predict brand performance.

Wednesday, October, 08, 4:20pm – 5:10pm •Room: Cityview

Seven Rules of Thumb for Web Site Experimenters

Ronny Kohavi

Ronny Kohavi, General Manager, Analysis and Experimentation, Microsoft

Web site owners attempt to improve their web sites, optimizing for criteria ranging from repeat usage and time on site, to revenue. Having been involved in running thousands of controlled experiments (e.g., A/B tests) at Amazon, Booking.com, LinkedIn, and multiple Microsoft properties, Ronny and his co-authors share seven rules of thumb for experimenters. Multiple real examples show that small changes can make significant differences to key metrics worth tens of millions of dollars each. But while these are fun to highlight, they are rare; most progress is made inch by inch with hundreds of small improvements. Many of the “best” successes turn out to be manifestations of Twymans’s law: Any figure that looks interesting or different is usually wrong! Additional rules-of-thumb deal with performance (“speed matters”), abandonment rates, complex designs, and having enough users.

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