Pre-Conference Workshops – Sunday – April 3, 2016
9:00am – 4:30pm
Fundamentals Of Digital Analytics – Full Day Workshop – Room: Salon 1 & 2
Jim Novo, Owner, The Drilling Down Project9:00am – 4:30pm
Big Data: Proven Methods You Need to Extract Big Value – Full Day Workshop – Room: Salon 3 & 4
Marc Smith, Chief Social Scientist, Connected Action Consulting Group9:00am – 4:30pm
Visualization and Storytelling — The New Big Data Skill – Full Day Workshop – Room: Nob Hill AB
Lee Feinberg, Founder and President, DecisionVizDay 1 – Monday – April 4, 2016
8:00am – 8:45am
Registration – Room: Grand Assembly
Networking Breakfast – Room: Salon 8 & 9
8:45am – 8:50am
Conference Chair Welcome – Room: Golden Gate B
Jim Sterne, Founder, eMetrics Summit8:50am – 8:55am
DAA Welcome – Room: Golden Gate B
Marilee Yorchak, CAE, Executive Director, Digital Analytics Association
8:55am – 9:10am
Diamond Sponsor Presentation – Room: Golden Gate B
Eric Dumain, CEO and Founder, Hub’Scan Inc.
Judah Phillips, Founder, SmartCurrent
Improving Digital Analytics through Business Processes
In 2016, we still measure digital data in silos and fail to take action because the data we collect is missing, broken, irrelevant.
In this session, Hub’Scan CEO Eric Dumain and digital analytics veteran Judah Phillips will show how you can place business processes at the heart of your digital business in order to collect clean, actionable data and boost your online performance.
In this session, Hub’Scan CEO Eric Dumain and digital analytics veteran Judah Phillips will show how you can place business processes at the heart of your digital business in order to collect clean, actionable data and boost your online performance.
9:10am – 10:00am
Keynote – Room: Golden Gate B
Josh Aberant, VP Growth, SparkPost
Being Data Driven
Interested in hearing what’s it like to live day-to-day in a true data driven organization? Josh, former Postmaster at Twitter, he dives into the data driven culture that was the foundation of all decisions within the Twitter Growth team. Hear how #growthhacking can turn data nerds into superstars. Learn methods for making data insights impactful on the business. Find out about the power and responsibilities that come when anyone can do a 1% experiment. Josh reveals many of the best practices – like user state models – that help make a data driven organization successful and ultra-competitive.
10:00am – 10:30am
Exhibits & Morning Coffee Break – Room: Salon 8 & 9
10:30am – 11:15am
Cornerstones Track – Room: Golden Gate B
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Lea Pica, Director of Data Visualization & Storytelling, Search Discovery
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Extreme Makeover, Viz Edition: The PICA Methodology for Creating Actionable Data Visualizations
In this ultra-actionable session, Lea will take you through her four-step proprietary PICA methodology for creating data visualizations that effectively communicate your data story and informs decisions.
Using live examples submitted to her Present Beyond Measure podcast by analyst practitioners, she will arm you with a solid framework for assessing the effectiveness of all your future data visualizations to create the impact you’re looking for.
Using live examples submitted to her Present Beyond Measure podcast by analyst practitioners, she will arm you with a solid framework for assessing the effectiveness of all your future data visualizations to create the impact you’re looking for.
Applied Science Track – Room: Salon 1 & 2
Sponsored by:
Moderator: Mark Ryan, Extractable
Justin Gabbert, Digital Analyst, Red Door Interactive
Bryan Olshock, Senior Digital Analyst, Red Door Interactive
Sponsored by:
Moderator: Mark Ryan, Extractable
Advanced SEO Impact and ROI Modeling
Justin and Bryan present a variety of SEO forecast and impact analysis models that account for multiple internal and external factors with inputs that include seasonality, search trends, awareness, and economic trends among others. Justin and Bryan explain their Simple Linear Regression Forecast, Multiple Linear Regressions Forecast and their unique Impact Analysis Model that segments organic search traffic into incremental traffic, baseline traffic, and awareness traffic (generated through increases in on/offline media). If you’re looking to understand the impact of historical projects and the potential impact of future projects and their ROI, this is a do-not-miss session..
11:20am – 12:05pm
Cornerstones Track – Room: Golden Gate B
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Gary Angel, CEO, Digital Mortar
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Digital Transformation with Analytics
How do get be good in digital? Really good? Most enterprises fail at making decisions in digital. They have analytics but they don’t use it. They test but they don’t learn. They talk “customer first”, but they don’t listen. They embrace Agile, but they work the same old-fashioned way. Analytics can drive digital performance. But having analytics isn’t enough. To be really good in digital, you need to change the way do digital analytics, Voice of Customer, customer journey mapping, controlled experimentation and Agile. Gary walks through how most enterprises make decisions – from the CMO to the CRO team and shows why standard practices guarantee bad decisions, bad experiences and bad performance. He then reveals how to do it right: the key capabilities, how they need to work together, and how the enterprise needs to change.
Applied Science Track – Room: Salon 1 & 2
Sponsored by:
Moderator: Mark Ryan, Extractable
Kaitlin Marvin, Digital Analytics Architect, Progressive Insurance
Scott Herman, Product Manager, Google
Sponsored by:
Moderator: Mark Ryan, Extractable
Progressive Mobile App Analytics and Strategy
Scott and Kaitlin walk through mobile app tag management and analytics. Scott is a product manager at Google for Google Tag Manager. Kaitlin has spent the last three years fostering her colleagues and coworkers understanding of Google Tag Manager as well as educating them about various new web analytics skills. They share strategies for tag management that have led to a series of valuable insights that were derived from mobile app tag management and analytics. This, in turn, has resulted in great changes for its customers.
12:05pm – 1:30pm
Lunch & Learn – Room: Salon 1 & 2
Opher Kahane, CEO & Co-founder, Origami Logic
Jessica Williams, Global Innovation Marketing & Analytics, Visa
How Visa Tracks Daily Performance of Its Largest-Ever Digital Campaign
When preparing for the launch of Visa Checkout, its online payments product, Team Visa knew they would need to pioneer a new and better approach to measurement and reporting in order to meet the decision-making needs of its hundreds of retail partners, agencies and in-house marketers.
Learn how Visa partnered with Origami Logic to automate how they measure millions of daily marketing signals — from every ad, creative, post, keyword, video, email, website visit, and more — to make continuous in-flight campaign optimizations. Hear about Visa’s journey from post-mortem reports to real-time insights, and see how marketing signal measurement can help you make better data-driven decisions, every day.
Lunch in Exhibit Hall – Room: Salon 8 & 9
12:30pm – 1:00pm
Book Signing
The Devil’s Data Dictionary – Room: eZone, Booth 418
Books available for free during book signing
1:30pm – 2:15pm
Keynote – Room: Golden Gate B
Shiyi Pickrell, Customer Analytics Lead, Microsoft
From Web Analytics to Actionable Insights and Business Impacts
Shiyi shares several cases of digital analysis and data visualizations to show how cross-sites trafficking analytics lead to impactful changes to navigation design on microsoft.com. She then reviews how unifying off-network display ads data and on-network web behavior data is providing new actionable insights to the global advertisement team.
2:15pm – 2:35pm
Gold Sponsor Presentation – Room: Golden Gate B
2:35pm – 3:25pm
Room: Golden Gate B
Speed Networking
The warp speed way to get serious about your business network. You’ll have one minute to give your elevator pitch and one minute to get to know your neighbor. When the whistle blows, it’s time to switch partners and meet the next one. The very best way to meet the most people in the least time to find those you want to connect with further. If you value your career, bring a stack of business cards and get ready to introduce yourself.
3:25pm – 3:55pm
Exhibits & Afternoon Coffee Break – Room: Salon 8 & 9
3:55pm – 4:40pm
Cornerstones Track – Room: Golden Gate B
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Sam Franklin, Vice President, Data Science, 360i
Ian Thomas, Principal Group Program Manager, Customer Data & Analytics, Microsoft
Sponsored by:
Moderator: Rachelle Maisner, Mirum
Analytics Talent and Skills Development
Marketing analytics requires many skills and not every company has a large team nor an analytics unicorn on staff. Sam will discuss identifying what skills we need, where to find them and how to manage them. Ian looks at the same issue from another angle. Got hiring and skills development questions? Bring them!
Seven People You Need on your Big Data Team
Description forthcoming.
Applied Science Track – Room: Salon 1 & 2
Sponsored by:
Moderator: Mark Ryan, Extractable
Adam Proehl, Managing Partner, NordicClick Interactivet
Kate Wengert, Head of Marketing Optimization, JP Morgan Chase & Co
Sponsored by:
Moderator: Mark Ryan, Extractable
Useful Attribution Hacks (On a Budget)
What can you do with the tools you already have? How can you draw the lines between offline and online behavior? Why most default attribution models (especially the ones that come pre-set in Google Analytics) are worthless (and what you should do). Adam delivers actionable tips you can implement immediately upon return – even as a “team of one”.
Bottoms-Up or Top-Down? Attribution or Media Mix Modeling?
How multi-channel marketing attribution and media mix modeling coexist. Not OR, but AND. What role each plays, what we can learn from each, and how we handle different insights from each simultaneously.
4:45pm – 5:30pm
Keynote – Room: Golden Gate B
Ben Gaines, Senior Product Manager, Adobe
Adam Jenkins, President, Digital IQ
Becoming a Data Driven Organization
We need to help our stakeholders use data successfully, but this is easier said than done. Through Ben’s years of experience and Adam’s case study, they share tips to help you insert insights into business users’ workflows in ways that teach them how to use data to make decisions. Learn how to mature analytics data consumers by carefully exposing new and more powerful functionality while evangelizing the power of insights and driving thought leadership in your organization.
5:30pm – 7:00pm
Networking Reception – Room: Salon 8 & 9
7:00pm
Room: Golden Gate B
OR
DAA Awards for Excellence Gala
The DAA Awards for Excellence Gala on April 4, 2016 is an evening to remember. Hang out with the best folks in the world. Analysts! With a reception, dinner, and an informal after party you’ll have a great time. Come and support the people and companies who have worked hard to make a contribution to our industry and are being recognized as finalists and recipients of the 2016 Awards for Excellence.
Register today to make sure you don’t miss the one time each year that the Analytics community gets together to celebrate, award, and recognize the great work we do.
OR
7:15pm
Dinner With Strangers – Sign up in advance at the eZone, Booth 418
Day 2 – Tuesday – April 5, 2016
8:00am – 8:55am
Networking Breakfast – Room: Salon 8 & 9
8:55am – 9:00am
Conference Chair Welcome – Room: Golden Gate B
Jim Sterne, Founder, eMetrics Summit9:00am – 10:00am
Keynote – Room: Golden Gate B
Adam Greco, Senior Partner, Analytics Demystified
A Decade of #Measure
A lot has changed and some have remained the same in the ten years Adam has been in the #Measure space. Having been a web analytics practitioner, an early employee of Omniture and a web analytics consultant, he has seen all aspects of the #Measure industry. Now, Adam delivers the most important things he has learned including tips around making web analytics successful, creating awesome implementations and career advice for those wanting to advance in the web analytics profession. His industrial-strength observations are sure to make a personal difference to the work you do on a daily basis and for years to come.
10:00am – 10:45am
Roundtable – Room: Golden Gate B
Nobody Knows the Trouble I've Seen
Since 2002, the eMetrics Summit has been a safe place to discuss and share common problems. Each of us struggles with getting all the people, process and technology pieces working together. Some are just starting out and some have years of experience, but all of us learn from each other. Often rated the best part of the eMetrics Summit, these Roundtables let us share problems with like-minded professionals. This is your path to answers, a little empathy and a lot of camaraderie. These are your people – they understand your situation.
10:45am – 11:15am
Exhibits & Morning Coffee Break – Room: Salon 8 & 9
11:15am – 12:00pm
Cornerstones Track – Room: Golden Gate B
Moderator: Karen Bellin, Mirum
Tim Wilson, Senior Partner, Analytics Demystified
Moderator: Karen Bellin, Mirum
Digging for Buried Analytics Treasure
Analytics efforts frequently wind up with results that are described as “interesting but not actionable”. Tim explains how marketers and analysts often trip each other up by communicating at cross purposes, by digging into the data prematurely, and by failing to distinguish between performance measurement and hypothesis validation. Tim provides tips and techniques that he has successfully helped numerous large organizations apply and incorporate into their standard operating practices including identifying goals, creating testable hypotheses and delivering understandable insights.
Applied Science Track – Room: Salon 1 & 2
Moderator: Raphael Lopez, Extractable
Chen Bian, Digital Marketing Manager, Loves Data
Benjamin Mangold, CEO and Co-Founder, Loves Data
Moderator: Raphael Lopez, Extractable
Analytics for Content Strategy
Having a content strategy is important, but measuring your content’s performance and improving your strategy based on data is critical. Digital analytics allows you to consolidate your efforts and improve your tactics to generate leads and sales, optimize ad revenue and increase engagement and readership. Chen and Ben share tips, tricks and lessons gleaned from clients over the years. It’s time to start treating your content as an integral part of your organization.
12:00pm – 1:15pm
Lunch – Room: Salon 8 & 9
1:15pm – 2:00pm
Keynote – Room: Golden Gate B
Rand Fishkin, Wizard of Moz, Moz
How Algorithms of the Future Will Judge our Websites
Patents and patent applications, metrics that may matter in SEO’s future, what engines will want to provide and how they’ll get there, and more. Rand covers what we can and cannot measure today, but contemplates what’s coming. Based on years of experience and papers coming out of science and engineering departments, he offers suggestions on what you can do today to prepare for the SEO of tomorrow. If you have not seen Rand Fishkin present, you are in for a treat … and an education.
2:00pm – 2:15pm
Sponsor Elevator Pitch – Room: Golden Gate B
2:15pm – 3:00pm
Roundtable – Room: Golden Gate B
The One Weird Trick I Wish I'd Know Sooner
Time to pay it forward by sharing the best advice you’ve got. This isn’t just for laughs, the best tip wins cash. Your table will have 30 minutes to share tips and decide which one is the very best… and then it’s an open competition. The entire audience will choose which hint, tip, trick or recommendation deserves the eMetrics Summit Top Tip Award and a crisp, new $100 bill.
3:00pm – 3:30pm
Exhibits & Afternoon Break – Room: Salon 8 & 9
3:30pm – 4:15pm
Cornerstones Track – Room: Golden Gate B
Moderator: Karen Bellin, Mirum
Kashif Khurshid, Sr. Strategist, Web Analytics, Waste Management
Dror Engel, Senior Manager, Global Product Management, eBay
Matthieu Dejardins, CEO & Founder, NextUser
Moderator: Karen Bellin, Mirum
Quick Guide to the Future of Digital Analytics
Kicking things off, Kashif identifies, categorizes and clarifies how a wide variety of tools can be used for intelligence gathering and as actionable levers for digital acquisition, retention and nurturing. The result is a cohesive understanding of the digital tools ecosystem. Next, Dror presents Pulsar, an Internet scale, real-time, open source analytics system using streaming SQL out of eBay. Finally, Matthieu describes NextUser, an open platform bridging the gap between analytics, discovery analytics, and marketing automation utilizing IBM Watson to improve marketing strategies and personalize user experiences.
Applied Science Track – Room: Salon 1 & 2
Moderator: Raphael Lopez, Extractable
Reid Bryant, Data Scientist, Brooks Bell
Vab Dwivedi, Director - Digital Customer Experience Optimization, Dell
Moderator: Raphael Lopez, Extractable
Improving Customer Experience through Testing & Personalization
Reid frames the opportunities and pitfalls of personalization along the spectrum from a one-to-most experience to the elusive and expensive one-to-one experience and the happy medium of one-to-few in between. He explains how to provide appropriately tailored, tangible benefits to the consumer in an affordable and effective way. A clear description of applying cluster analysis to personalization will leave you hopeful and prepared to kick your own efforts up a notch. Next, Vab gets practical and reveals how Dell is driving a world class user experience for its Consumer, Business and Support visitors through robust testing and targeted personalization. Learn how they leverage both A/B and multivariate testing for a user experience that is constantly being optimized for conversion and revenue.
4:15pm – 5:00pm
Cornerstones Track – Room: Golden Gate B
Moderator: Karen Bellin, Mirum
India Swearingen, Analytics Manager, GreatSchools
Ryan Sleeper, Director, Data Visualization & Analysis, Evolytics and 2013 Tableau Iron Viz Champion
Moderator: Karen Bellin, Mirum
Data-Driven Storytelling
India describes using Tableau to display key insights that drive decision making and form a truly data-driven culture. She also discusses Tableau data integration, leveraging Google Analytics, Adobe, MySQL database, Salesforce and others. Then it’s Ryan’s turn to uncover some of the more intricate details of Tableau as he shares innovative examples of interactive visualizations and how components of each one can be incorporated into your own work. Along the way, he walks through how to build popular corporate chart types to ensure you’ll be ready to improve your data-driven storytelling as soon as you return to the office.
Applied Science Track – Room: Salon 1 & 2
Moderator: Raphael Lopez, Extractable
Jim Sterne, Founder, eMetrics Summit
Moderator: Raphael Lopez, Extractable
The Data is in the Details (Einstein Was Wrong)
The data we can collect for customer acquisition and life time value enhancement runs the spectrum from generic (postal code, age, gender) through behavioral (clickthroughs, pageviews, apps use) to the highly subjective (opinions, attitudes, motivations). The combination of these datasets gets us closer to getting the right message to the right person at the right time on the right device at the right frequency. Jim offers a marketing data taxonomy as the last step before handing the process over to machine learning algorithms to determine which attributes are useful any given moment for a given purpose.
5:00pm – 5:30pm
Keynote – Room: Golden Gate B
Jim Cain, Founder & President, Napkyn
Michael Helbling, Analytics Practice Lead, Search Discovery
Tim Wilson, Senior Partner, Analytics Demystified
Digital Analytics Power Hour – Live
Attend any conference for any topic and you will hear people saying after that the best and most informative discussions happened in the bar after the show. In this case the conference was eMetrics, the bar was….multiple, and the attendees were Michael Helbling, Tim Wilson and Jim Cain. With over 50 years of combined experience in Digital Analytics, Web Technology, Business Intelligence & Management Consulting, these three have produced 28 episodes of the Digital Analytics Power Hour podcast. Each episode is a closed topic and an open forum – the goal is for listeners to enjoy listening to Michael, Tim and Jim share their thoughts and experiences and hopefully take away something to try at work the next day. Today, for the very first time, the DAPH comes to you live and in person as the wrap up for the 72nd emetrics Summit. Hear the recorded ones here: http://analyticshour.libsyn.com/
5:30pm
Wrap Up – Room: Golden Gate B
Post-Conference Workshops – Wednesday – April 6, 2016
8:00am – 4:00pm
Applying Digital Analytics – Full Day Workshop – Room: Salon 1 & 2
Jim Novo, Owner, The Drilling Down Project