Cornerstones Track

Cornertones Track

Frameworks, strategies, blueprints, tricks and tips. Major brands and leading consultants impart their best advice for collecting, integrating, testing, correlating and making the most of online data.

Tuesday, March, 31, 10:30am – 11:15am
Marketplace Visibility & Efficiency

Russell McAthy, Director of Strategy, BlueGlass Interactive
As shopping online becomes more of an ‘always-on’ proposition, branding becomes even more important than ever. Russell looks at several ways to understand the marketplace with a data led approach to finding and exploiting customer opportunities and customer relationship efficiencies. He covers defining and calculating “the market”, determining the size and relevancy of each element, identifying the crossover between the subsections of the market, accommodating the flux and velocity of the marketplace and communicating this information as actionable insight to business leaders. Russell advocates moving away from The Grand ROI and focusing on how topical market efficiency can be used tactically day to day and strategically month to month.

Tuesday, March, 31, 11:20am – 12:05pm
Impact of Content on the Customer Journey

Lianne MacLean, Web Analytics Producer, Electronic Arts
With 25+ websites, 100’s of products and 4 ways to buy, Lianne’s B2C challenge is measuring the impact of online marketing strategies. Add to that a product pre-release marketing cycle of one year and the challenge is compounded. Lianne reveals how EA used cross-domain tracking, customer lifecycle segmentation and data integration of owned digital channels to measure and optimize their online initiatives.

Tuesday, March, 31, 3:55pm – 4:40pm
Advanced Mobile App Tracking

Ole Bahlmann, Independent Consultant
In the summer of 2014 EyeEm released new versions of their iOS and Android apps. Both were rewritten from scratch with the focus on excellence. Along with features, design and usability, EyeEm Mobile recreated their tracking technology with excellence in mind. Ole, who was Vice President of Insight at EyeEm at the time, covers the core concepts and guidelines and the KPIs and metrics used for retention and engagement, and to understand user intend and behavior. If you’re responsible for app tracking, learn how to play an important role in the further development of your apps.

Tuesday, March, 31, 4:45pm – 5:30pm
Big Data Without the Hype

Gary Angel, Partner, EY
Gary brushes aside the hype and shows how big data is more than just the 4 Vs (Volume, Variety, Velocity). He shows how getting down to detailed data makes the order of, time between, and pattern of events the keys to analytics. None of these variables are easily analyzable with common statistical techniques. That’s why Gary makes a very clear case for what makes big data a big deal and how it actually does put unique pressure on both technologies and methods.

Wednesday, April, 01, 11:15am – 12:00pm
Optimal B2B Marketing Attribution Analysis Technique
May Xu, Business Architect/Product Manager for Sales System & Operations, LinkedIn
In B2B, the role and contribution of marketing to reach the ultimate conversion is often questioned. Even if the contribution is established, it is unclear how best to optimize the budget across various marketing vehicles. May demonstrates how clustering and sensitivity analysis techniques in multi-touch attribution was used to quantify the marketing contribution to improve budget planning and program execution.

Wednesday, April, 01, 3:30pm – 4:15pm
Migrating Google Analytics Premium to Universa
Shannon Yelland, (Certified Web Analyst), Senior Digital Analyst, Seed The Web Marketing
Shannon covers strategy, roadmap planning, and the whole migration processes from interviewing stakeholders to supporting engineers with use cases, and all the way to QA/ Data validation. She shares some handy toolkits as well as tips on what to look out for and avoid. If you’re facing the shift to Universal, Shannon helps ensure a smooth migration by sharing her experience and lessons learned.

Wednesday, April, 01, 4:15pm – 5:00pm
How Are Your Ads Faring on Facebook?

Fred Leach, Marketing Science, Facebook
Fred outlines how Facebook leverages a variety of data assets to advance marketers’ understanding of consumers. Your ability to plan against these insights depends on advertising effectiveness measurement and new advances in passive measurement of advertising effectiveness. Fred describes Facebook’s latest innovations in measuring branding impact and cross device attribution.

Thursday, April, 02, 11:15am – 12:00pm
Top 9 (or 10!) Optimization Testing Lessons Learned

Lisa Seaman, Web Optimization Manager, Autodesk
As website optimizers, we focus most of our time on developing tests and identifying winning experiences. But what happens on your website after a winning experience is rolled out? You might be surprised to find that sometimes the triumphant champions of your tests don’t fare so well in the real world. This could be because changes were made to the experience when it was rolled out, or because of nuances in the analytics. Lis shares what Autodesk does before, during, and after tests to extend the life of their test results.

Thursday, April, 02, 2:15pm – 3:00pm
Integrating Advanced Analytics and Modeling into Your Organization

Beverly Wright, Vice President, Analytics Director, BKV
Beverly proposes and outlines a multistage approach to turning data into insight including assessing your firm’s analytics maturity, balancing your resource pool, and recognizing and developing your analytics capabilities and strengths. She shows how to start simple with solid winning projects and build a looped system that provides tangible value and visibility.

Thursday, April, 02, 3:30pm – 4:15pm
How to Present Results to Get Results

Lea Synefakis-Pica, Manager, Digital Insights & Analytics, Prudential Financial
Even the most seasoned analyst can make very simple changes to a presentation to make a big impact. If everyone in your audience is catching up on email or sleep, chances are your presentation design and/or data charts are obscuring your valuable insights and hurting you rather than helping you. Lea can help you inspire action and build credibility with a fresh new toolbox of tips and techniques to set your presentations apart and get the results you’re looking for.

Thursday, April, 02, 4:15pm – 5:00pm
Visualization Confrontation (“Smackdown” just doesn’t rhyme)

Feras Alhlou, President & Principal Consultant, E-Nor
Jennifer Veesenmeyer, VP, Digital Analytics, Merkle Analytics
João Correia, Senior Analytics Consultant, Blast Analytics & Marketing
Gregory Kaminski, Engagement Manager, MaassMedia
From dashboards and data maps to scatterplots and histograms, our experts roll out their very best guidance. Then you get to decide who delivered the best visualization advice in this test of tips and tricks. These brave souls get only a few minutes each to wow you with their best tips. Fluff? No time! One killer idea or twenty rapid-fire, sure-fire insights? Up to them. Let’s get ready to visually rumble!

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