Director of Consulting
Jason caught the “digital marketing bug” over ten years ago when his music went viral, and he became the first unsigned artist to reach a million downloads on the internet. Since then, he has devoted his career to mastering analytics and providing actionable insights for hundreds of clients, spanning many industries and verticals. Before working at ObservePoint, Jason held roles in Operations, Business Intelligence, Data Visualization, and Optimization for respected organizations including Search Discovery and Numeric Analytics. His breadth of experience spans many facets of the Analytics space, but he is most passionate about Data Governance, and is the director of ObservePoint’s consulting team.
Senior Analytics Consultant
Lynette Chen is a senior analytics consultant with a passion for telling interesting stories with data and visualizations. She has experience creating web and social data analyses as well as reporting dashboards for clients across various industry verticals. Aside from working with The Guardian, she has also worked with clients that include ESPN, Comcast, Elsevier, and The Nature Conservancy.
Mikel X. Chertudi
Co-Founder & CEO
Mikel Chertudi is a passionate marketing, sales, and product executive with extensive experience in SaaS business models. Former to founding STRALA, Mikel led global digital marketing and media for Adobe (and formerly Omniture) as well as America's inside sales across Adobe's three clouds – Experience, Creative, and Document. His expertise is rooted in creating personalized customer experiences and running large-scale media programs. Due to his experience in all facets of sales and marketing, he frequently speaks at industry conferences and has authored best-practice guides and research on a variety of subjects including demand creation, media strategy, personalization, attribution and measurement, among other topics. Mikel and his wife, Nanette, live with their four children nestled in the Silicon Slopes of Utah’s thriving tech community.
Guilherme de Oliveira
Guilherme is a Data Scientist at Dataiku. He works out of the headquarters in NYC where he helps customers build and deploy predictive applications. Before joining Dataiku, he was a fellow at the Insight Data Science Fellowship program, and prior to that he worked in quantitative finance. He holds a PhD in applied mathematics.
Digital Analytics Pioneer
Greg is an expert in enterprise analytics and mobile measurement with over twenty years in the industry. His experience comprises Digital Analytics Strategy and Measurement Enablement Services, with a focus on helping clients determine Key Performance Indicators, Digital Measurement Systems Architecture, Data Visualization Solutions, and Data Democratization Strategies. Greg has worked for clients across a range of industries including financial services, media and entertainment, hospitality, telecommunications, technology and retail. Prior to joining Cardinal Path, Greg has held roles that allowed him draw on his analytical expertise. Such roles included: leading the Digital Analytics practice for SapientNitro, Vice President at Semphonic, Head of Analysis for Nokia's Services Intelligence & Analytics organization, Vice President of Strategy & Analysis for Digitas, and more.
Frances and Pei-Yuan Chia Professor of Marketing
Wharton School of the University of Pennsylvania
Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products.
Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains. These insights are reflected in his book, “Customer Centricity: Focus on the Right Customers for Strategic Advantage.” Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.
In addition to his various roles and responsibilities at Wharton, Professor Fader is also cofounder of Zodiac (http://www.zodiacmetrics.com/), a SaaS-based company that aims to make top-notch customer valuation models and insights easily accessible to a broad array of datadriven organizations.
In April 2017, Professor Fader was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers,” and was the only academic on the list.
Founder and President
Managing Director UK & US
Marie is the Managing Director UK & US of AT Internet, a leader in digital analytics providing unified cross-device data analytics and expert advice to its clients. With more than 15 years of experience in digital analytics and business intelligence, Marie is passionate about unlocking the value of the data and improving business profitability. Before joining AT Internet, Marie spent 10 years as a practitioner of digital analytics helping its clients monetize its digital assets.
Analytics Instructor and Coach
Eric Fettman is Analytics Trainer, Coach, and Consultant at E-Nor, coauthor of Google Analytics Breatkthrough: From Zero to Business Impact, and developer of googleanalyticstest.com, where participants have completed more than 100,000 tests. Eric most enjoys working with others to strive, grow, and excel in digital analytics and all endeavors.
Global Vice President Data & Analytic Solutions
Dun & Bradstreet
Kelley Gazdak is passionate about helping businesses solve complex business challenges and find new sources of growth with data and analytic solutions. Kelley leads Dun & Bradstreet's team of global Data & Analytic experts that are part of the company's Advanced Analytic Services business unit.
In a career that spans two decades, Kelley has built relationships with the leading Fortune 100 companies and consistently driven strong results. With expertise in the business application of advanced analytics, marketing, master data management, risk and supply management. Kelley brings a unique, customer-centric approach to the art and science of analytics. In the last four years she has built a global team of analytic experts that are highly skilled in helping companies leverage innovative, data-driven analytics to answer their most critical business questions.
Kelley is a graduate of the University of Florida (GO GATORS!!) where she earned her Bachelor's degree in Finance. A long time resident of New York City, Kelley lives in downtown Manhattan with her husband and two children.
Matt Gershoff is Co-founder of Conductrics, an intelligent decision engine platform (www.conductrics.com). Matt has over 15 years experience in database marketing and web analytics. He holds MS degrees in both Economics & Artificial Intelligence.
Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. As one of the founders of the Omniture Consulting group, Mr. Greco managed accounts large and small and helped clients maximize their use of Omniture technologies. In addition, Mr. Greco was the author of the popular “Inside SiteCatalyst” blog that taught SiteCatalyst customers how to apply SiteCatalyst at their organizations. After Omniture, Mr. Greco held the position of Director of Web Analytics at Salesforce.com where he helped re-build the entire web analytics function, turning it into a world-class program. During this time, Mr. Greco continued sharing his web analytics expertise though his popular "Omni Man" blog and co-founded the award-winning Beyond Web Analytics podcast. Mr. Greco released the first-ever published book on Adobe SiteCatalyst entitled: The Adobe SiteCatalyst Handbook: An Insider’s Guide.
Analytics Practice Lead
Brett A. Hurt
CEO and Co-founder
Brett is the CEO and Co-founder of data.world, which is building the most meaningful, collaborative, and abundant data resource in the world as a Certified B Corp. He is also a seed-stage investor at Hurt Family Investments (HFI) in partnership with his wife, Debra. HFI are involved in 53 startups and 12 VC funds. HFI has directly made 42 startup investments, and Brett has also joined the Advisory Board of 11 additional companies. Prior to HFI, Brett founded Bazaarvoice (NASDAQ: BV) and served as CEO and President for 7-1/2 years, leading the company from bootstrapped concept to almost 2,000 clients worldwide and through its successful IPO. He subsequently guided the company through a successful follow-on offering and two acquisitions, PowerReviews and Longboard Media. Prior to Bazaarvoice, Brett founded Coremetrics and helped grow the company into a global, leading marketing analytics solution for the eCommerce industry before its acquisition by IBM.
Brett holds an MBA in High-Tech Entrepreneurship from The Wharton School at the University of Pennsylvania and a BBA in Management Information Systems from the University of Texas at Austin. He serves as an Entrepreneur-in-Residence at the Wharton School. Brett previously served as an Entrepreneur-in-Residence at the McCombs School of Business and also served on the Board of Directors of Shop.org for six years. Brett established the Bazaarvoice Foundation and is very active in the philanthropic arena. He received the Austin Entrepreneurs Foundation’s Community Leadership Award in 2012. Brett is entrepreneur empowerment group RISE’s Serial Entrepreneur of the year for 2012. He was named by E&Y as Entrepreneur of the Year for Austin in 2009 and is a member of the Austin chapter of the international Young Presidents’ Organization (YPO). Brett was named CEO of the Year for large companies by the Austin Business Journal in 2012 and received the Joseph Wharton Award for Young Leadership in 2013. Brett and Debra received the LBJ Humanitarian Award in 2014 for their dedication to public service, philanthropy, and the Austin community. Brett was awarded the Henry Crown Fellowship from The Aspen Institute and joined the 2015 XIX class, named "Dare, Greatly".
To help support Austin's entrepreneurs, Brett serves as a Partner at Capital Factory and Mentor at Techstars Austin; invests in early-stage companies, funds, and philanthropic endeavors with Hurt Family Investments; and blogs at Lucky7.io. He serves on the non-profit Boards of Data Coalition and Data Foundation, both of which are dedicated to advancing the open-data movement in government. He recently served on the Board of Directors of the Entrepreneurs Foundation of Central Texas as well as Conscious Capitalism, both of which are non-profits designed to bring out the best in business in the way it can serve society at large. Brett can be followed on Twitter at @databrett.
Digital Marketing and Client Analytics
IBM Worldwide Performance Marketing
Jeff is the leader of the IBM Marketing - Client and Digital Marketing Analytics internal consulting practice. Jeff’s team provides deep analytic data and insights for the IBM business, namely in the areas of Digital Performance Analysis, Client Wallet and Sales Targeting. Jeff is a marketing, strategy and finance professional with 20 years of digital marketing, consulting and finance experience. In previous roles, he headed IBM’s Marketing Mix Optimization and International Growth Markets development teams. As a consultant for PwC and IBM Global Business Services, his focus was on customer/channel strategy development, sales force transformation, finance transformation and pricing re-engineering. Jeff has an MBA from Harvard Business School, a B.S from Boston University in Finance and International Management and is a CPA licensed in New Jersey and Massachusetts. A strong advocate for public education, Jeff is also the Chairman of the Danvers School Committee in Danvers, Massachusetts.
AI Interaction Designer
Diane Kim is an AI Interaction Designer at x.ai, an artificial intelligence startup based in NYC. She graduated from the University of Pennsylvania where she studied Cognitive Science with a focus in Computation. As an AI interaction designer, Diane owns the “voice” of Amy and Andrew Ingram, x.ai's scheduling assistants.
Founder and Managing Director
Marketing Science Leader
A seasoned digital analytics professional who is passionate about realizing value from analytics program investment, Keith is a Marketing Science leader at Critical Mass where he develops and leads measurement strategy, implementation, reporting and optimization programs for some of their largest clients. His career spans Canada's largest media publishers, Fortune 100 pharma, and global automotive and software businesses. He speaks both business and tech, develops elegant solutions for clients and "swallowed the Excel CD," according to colleagues.
Keith is equally passionate about learning and is a long-standing guest lecturer about analytics at Sheridan College/University of Toronto (Mississauga). He has developed and delivered analytics training to clients, business stakeholders and tool end-users.
Director of Product Management
IBM Watson Customer Experience Analytics
David McBride is Director of Product Management for IBM Watson Customer Experience Analytics, a unified suite comprised of the former Tealeaf, Coremetrics and Journey Analytics products. David is an analytics and product leader focused on helping companies achieve growth through meaningful, data-informed customer relationships. David brings a practitioner’s perspective to IBM, having led analytics teams at Comcast and American Eagle Outfitters. He works from IBM’s San Francisco office, Watson West.
CEO and Co-Founder
Matin Movassate is CEO and co-founder of Heap, a company that automates customer analytics for some of the largest online businesses in the world. Within four years, Heap already boasts over 6,000 customers, including as Lending Club, Zendesk, Twilio, and Liberty Mutual. He studied computer science at Stanford and previously worked at Facebook.
Dr. Jeffry Nimeroff
Dr. Jeffry Nimeroff joined Zeta as Chief Information Officer in the spring of 2014. His scope includes: overseeing global/enterprise technology; harmonizing technologies across Zeta's business units; driving repeatable, scalable processes in product management, project execution, and technical delivery; managing integration of new acquisitions, and architecting the next generation of Zeta's customer lifecycle marketing platform. Prior to joining Zeta Global, Dr. Nimeroff was the Head of Technology Solutions for eBay Enterprise (formerly GSI Commerce). His focus there was to ensure that the architecture of the hardware and software solutions, the construction of the implementation teams, the enforcement of technical processes, the demonstration of prototypes, and the project management for the builds was successful. He was also the Chief Technical Architect at BeMusic, the music arm of Bertelsmann's Direct Group where oversaw technical decisions related to CDNOW, BMG Direct, MyPlay, and Napster, and led their research and development in secure digital music distribution. Dr. Nimeroff began his career in academia, teaching at the University of Pennsylvania in the Department of Architecture. His research concentrated on the areas of computer graphics and the Internet. He was the co-designer of the graduate and undergraduate degree programs in Digital Media Design and has authored and published numerous works in computer graphics and multimedia. Dr. Nimeroff earned his Ph.D. in Computer and Information Science from the University of Pennsylvania in 1997, concentrating on the design of large multimedia systems.
Christi is the Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has led Digital Marketing teams focusing on Search and Analytics at Microsoft, Expedia, Harry & David, Pointmarc (a Merkle company) and Point It. Christi is passionate about search marketing and has spent her career helping businesses solve their marketing challenges and goals through studying and analyzing data to develop actionable insights and strategies. Her love for digital and teaching others has driven her to speak at conferences globally including CES, AdWeek, SMX, PubCon, Digital Summit Series, and Search Insider Summit to name a few.
Director of Analytics
Eric Mower + Associates
Mary Owusu spearheads the analytics team at Eric Mower + Associates. Over her long tenure in digital marketing and analytics, Mary has established a reputation for driving actionable insights from marketing efforts and using those insights to generate more and better results for clients.
With a strong background in search, social and mobile marketing, Mary turns complex data sets into simplified conversation points about the trends and behaviors happening within a marketplace, then provides direction on how businesses can use that information to gain a competitive advantage.
Her past and present client list includes Ford, Sam's Club, Chiquita Banana, Daimler Trucks North America (Freightliner), and Georgia Pacific.
Mary is also a professor at the Wehle School of Business at Canisius College where she teaches digital marketing to both undergraduate and graduate (MBA) students. You can find her on Twitter @AnalyticsMary.
Claudia Perlich leads the machine learning efforts that power Dstillery's digital intelligence for marketers and media companies. With more than 50 published scientific articles, she is a widely acclaimed expert on big data and machine learning applications, and an active speaker at data science and marketing conferences around the world.
Claudia is the past winner of the Advertising Research Foundation's (ARF) Grand Innovation Award and has been selected for Crain's New York’s 40 Under 40 list, Wired Magazine's Smart List, and Fast Company's 100 Most Creative People.
Claudia holds multiple patents in machine learning. She has won many data mining competitions and awards at Knowledge Discovery and Data Mining (KDD) conferences, and served as the organization's General Chair in 2014.
Prior to joining Dstillery in 2010, Claudia worked at IBM's Watson Research Center, focusing on data analytics and machine learning. She holds a PhD in Information Systems from NYU.
Dela Quist is CEO of Alchemy Worx the first and largest digital agency with a 100% focus on email, in the world. With offices in Atlanta and London Alchemy Worx has over 65 email specialists who work with a wide range of high profile global brands like Vodafone, Hilton Hotels, Sony, Tesco, Lilly and Virgin Holidays. Dela is an entertaining and no-nonsense speaker, who by his reckoning has spent over 20,000 hours thinking about email marketing. He has pioneered research into the Nudge Effect of unopened email, and the surprising effectiveness of longer subject lines. Prior to founding Alchemy Worx Dela spent over 15 years in magazine, newspaper and online publishing.
Head of Enterprise Web Analytics and Digital Intelligence
Rusty Rahmer is an experienced digital leader, with over 10 years of experience driving digital strategy, technology program planning, and delivery at Vanguard. Since 2013 Rusty has been leading Vanguard's enterprise digital intelligence program and has since built and managed the firm's Digital Intelligence Center of Excellence. Rusty's expertise is centered in developing digital program strategy, inspiring business leadership to invest, and providing program leadership through organizational construction and operational transformation. Rusty also serves on the Digital Analytics Association's (DAA) Executive Board of Directors and is a member of the DAA's Corporate Membership Advisory Council.
Director of Insight and Analytics
Andrew Richardson has spent more than a decade helping clients increase ROI with data-driven marketing strategy and analytics implementations spanning multiple verticals.
Andrew began his career as a women's volleyball coach at Notre Dame and UPenn. From there, he transitioned into educational and digital analytics at The College Board, eventually moving on to help grow digital strategy and marketing analytics at Pointroll for companies such as CVS, Toys-R-Us, Yahoo!, Toyota and Audi. He also spent time at the WPP-owned pharmaceutical marketing agency, Communications Media, Inc. (CMI), where he provided analytics, strategy and thought leadership for companies such as Biogen, Johnson & Johnson, and Eisai. Prior to coming to Elite SEM, Andrew was the Senior Director of Analytics for Delphic Digital in Philadelphia, working with companies like American Standard, Carolina Panthers, Sunrise Senior Living and Comcast, helping lead their digital marketing analytics strategy, tool evaluation, testing, and optimization.
Andrew is currently the Director of Insight and Analytics for Elite SEM, a 175 person, award winning, performance-driven digital marketing agency. Andrew’s team helps develop and execute analytics strategic plans for clients and internal teams, as well as overseeing Data Engineering, BI, Reporting, and CRO.
Senior Director, Digital Analytics
Public Broadcasting Service
Ken is the US lead Analytics Architect for Dataiku. He is a reformed academic economist who likes to empower customers to solve problems with data. Ken’s primary passion is teaching and explaining. He likes to simplify and tell stories.Ken has spent time in academia (Middle Tennessee State University, U of Cincinnati, Boston College) consulting (Deloitte) and software development (SAS, H2O). He has a Ph.D. in Economics from the University of Kentucky in Lexington and his work on price optimization has been published in peer-reviewed journals.
Senior Product Manager
Guardian US Mobile Innovation Lab
Sarah Schmalbach is the senior product manager for the Guardian US Mobile Innovation Lab, a multidisciplinary innovation team she co-leads with editor Sasha Koren, focused on improving mobile storytelling formats. Prior to The Guardian, she led product development efforts for the Philadelphia Media Network, and most recently USA TODAY.
Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships since 1993. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Summit - www.emetrics.org and is co-founder and current Chairman of the Digital Analytics Association - www.DigitalAnalyticsAssociation.org
Mobile Marketing Association
Jacques Warren founded KWANTYX in 2006. Jacques is a seasoned veteran in Digital Analytics, delivering insights to clients since 2002. Indeed, Jacques was one of the earliest practitioners of Digital Analytics in Canada. Then called WAO MARKETING, the firm has completed over 350 Marketing data valuation projects for over 100 clients in North America and Europe.
In 2009, Jacques Warren and Nicolas Malo published their acclaimed book on Web Analytics. Reprinted as a second edition in 2012, it has become the French language reference on analytics.
In 2014, WAO changed its name to KWANTYX to better reflect the firm’s most powerful strength: its analytical acumen - its capacity to ask the most incisive and productive questions of our clients' data.
Co-founder and CEO
Allan Wille is the co-founder and CEO of Klipfolio, a SaaS dashboard company with over 7,500 customers—including Jet.com, Zendesk, Aviva, and IKEA—that is dedicated to helping small to mid-size organizations grow their business by making it easy and affordable to continuously monitor the health and performance of their organization.Allan previously co-founded Espial, an internet device software firm that is now publicly traded on the TSX.A resolute optimist and a designer by trade,
Allan is passionate about Ottawa's tech community. He lives in Ottawa with his wife and two daughters.
Dr. Michael Wu is the Chief Scientist at Lithium, where he currently applies data-driven methodologies to investigate the complex dynamics of the social web. Michael works with big data and has developed many predictive and prescriptive social analytics with actionable insights. His R&D won him the recognition as a 2010 Influential Leader by CRM Magazine. In addition to purely empirical methods, Michael also leverages social principles that govern human behavior to decipher the intricate human components of social interactions.
Michael believes in knowledge dissemination, and speaks internationally at universities, conferences, and enterprises. His insights are made accessible through “The Science of Social,” and “The Science of Social 2”—two easy-reading e-books for business audience. Prior to industry, Michael received his triple major undergraduate degree in Applied Math, Physics, and Molecular & Cell Biology; and his Ph.D. from UC Berkeley’s Biophysics program, where he studied visual processing within the human brain.
Marilee Yorchak has operational responsibility for all of the DAA's programs and activities, as well as supervising DAA staff and vendor relationships. She works closely with the Board to ensure that new initiatives track to the DAA's mission, that budgetary goals are met, and that organizational growth meets or surpasses its targets. DAA, Marilee served as Executive Director of the Colorado Chapter of the Business Marketing Association (BMA), where she presided over the organization's growth from 75 to more than 500 members. She is a Certified Association Executive (CAE), with a Bachelor of Science degree in Marketing from the University of Colorado-Boulder and an MBA from New Mexico State University.