Pre-Conference Workshop – Sunday – May 14, 2017
9:00am – 4:30pm
Big Data: Proven Methods You Need To Extract Big Value – Full Day Workshop – Room: Salon 5 & 6
Marc Smith, Chief Social Scientist, Connected Action Consulting GroupDr. Marc Smith, Chief Social Scientist, Social Media Research FoundationPre-Conference Workshop – Monday – May 15, 2017
9:00am – 4:30pm
Fundamentals Of Digital Analytics – Full Day Workshop – Room: Salon 1 & 2
Anil Batra, Managing Partner, OptizentDay 1 – Tuesday, May 16, 2017
8:00am – 8:45am
Registration – Room: Grand Assembly
Networking Breakfast – Room: Salon 9
8:40am – 8:50am
Conference Chair Welcome – Room: Salon 7
Jim Sterne, Founder, Marketing Analytics Summit, Co-Founder Digital Analytics Association8:50am – 8:55am
DAA Welcome – Room: Salon 7
8:55am – 9:15am
Sponsor Presentation – Room: Salon 7
What I Wish I Would Have Known
Between all the different desktop and mobile platforms, constant development cycles, numerous different vender tags and all the different available browsers it is difficult to know if you can trust your data. Carl will be discussing these difficulties and how it is possible to automate your results with data you can trust.
9:15am – 9:45am
Keynote – Room: Salon 7
Tanya Atwater, American Geophysicist and Marine Geologist
Earth Shaking Data Insights
Every now and then, data simply demands to be recognized. Tanya shares her tale of just such an event that shaped her career and help the rest of us understand the shaping of planet Earth. Everything we know about tectonic plates and the San Andreas Fault came from Tanya breaking the glass ceiling so she could understand the ocean floor.
9:45am – 10:15am
Keynote – Room: Salon 7
JoAnn Kuchera-Morin, Director, AlloSphere Research Group, University of California, Santa Barbara
Visualization As You've Never Seen It
The AlloSphere, a 30-foot diameter sphere built inside a 3-story near-to-anechoic (echo free) cube, allows for synthesis, manipulation, exploration and analysis of large-scale data sets in an environment that can simulate virtually real sensorial perception. It is a physical place designed to facilitate creativity and incubate ideas via collaboration. JoAnn takes us on a data trip through the brain and shows how they detect previously unseen patterns that could lead to new discoveries. Ever wonder what your data set might look like in 3D and sound like with 128 channels of audio?
10:15am – 10:30am
Exhibits & Morning Coffee Break – Room: Salon 9
10:30am – 11:15am
Cornerstones Track – Room: Salon 7
Laura Patterson, President, VisionEdge Marketing
Moving Up the Leadership Ladder with Analytics
All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
Applied Science Track – Room: Salon 1 & 2
Angie Brown, Director, Web & Digital Analytics, IBM
I'm Not a Data Scientist But...
Have you avoided statistics since that one semester they made you take in school? Do you want to up your numbers game, but haven’t found any practical examples and tricks to get you started? Angie shows how some basic (but not too far in the weeds!) statistical analysis adds clarity and confidence to the numbers she provides to her stakeholders. She shares a real-world example of clustering analysis that helps explain the different reasons people visit product websites in Elsevier, a world-leading provider of medical information solutions.
11:20am – 12:05pm
Cornerstones Track – Room: Salon 7
Cindy Chen, Senior Manager, Digital Analytics and Optimization, Hewlett Packard Enterprise
Product-Of-Interest (POI) Propensity Scoring
Learn how Hewlett Packard Enterprise utilizes web browsing data to build Product-Of-Interest (POI) propensity scores and leverages micro-segmentation. Cindy reveals how HPE finds fine-grained behavioral affinities based on aggregated customer and rich, real-time behavioral data. She also presents the challenges in working cross functionally with Digital Marketers, Data Sciences and IT developers, and how HPE overcome many common technical and organizational challenges. Find out how to build a competitive personalization strategy.
Applied Science Track – Room: Salon 1 & 2
Prolet Miteva, Sr. Manager, Web Analytics Platforms & Customer Engagement Analytics, Autodesk
Sherry Cady-Treder, Sr. Technical Web Analyst, Autodesk
Data and Analytics Quality Verification
Yes, data quality is horrible in the digital world, so what can we do about it? Prolet and Sherry discuss their approach to verifying analytics implementations in the Wild West world of marketer enabled tagging. Hear the good, the bad and the ugly of their process and the tools they utilize to make their world a little bit saner. From automation tools for tag verification, to in-house tools for end user enablement come and hear how Autodesk is building their yellow brick road.
12:05pm – 1:30pm
Lunch – Room: Salon 9
12:15pm – 1:30pm
Room: Salon 7
Digital Analytics Association Industry Lunch - Everyone Invited
Bring your plate into the keynote room and learn what the DAA has been up to lately. Plus a panel of key DAA volunteers answer your questions.
1:30pm – 2:15pm
Keynote – Room: Salon 7
Margaret Escobar, Manager, Digital Analytics Group, IBM
Enterprise-Sized Digital Analytics
Almost two decades of digital marketing experience at one of the largest companies in the world yields valuable insights. Margaret describes managing a global team of analysts, running an internal analytics service at the enterprise level, and selling analytics and SEO services jointly. She shares her strategies for getting the right info to marketers at the right time and providing analytics at the enterprise level to drive consistency and making comparisons possible. If you’re trying to grow your analytics organization, Margaret can tell you where there is sure footing and where to watch your step.
2:15pm – 2:35pm
Gold Sponsor Presentation – Room: Salon 7
Kenneth Sanford, Analytics Architect, Dataiku
Introduction to Uplift Trees for Causal Inference
Uplift modeling refers to the set of techniques that a company may use to estimate customer uplift, that is, the effect of an action on some customer outcome. For example, a manager at a telecommunication company could be interested in estimating the effect of sending a promotional e-mail to different customer profiles on their propensity to renew their phone plan in the next period. With that information at hand, the manager is able to efficiently target customers. This talk will focus on uplift tree methods and compare and contrast results of using this methodology with others.
2:35pm – 3:25pm
Room: Salon 7
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 9
3:55pm – 4:40pm
Cornerstones Track – Room: Salon 7
Michele Kiss, Senior Partner, Analytics Demystified
Pairing Analytics with Qualitative Methods to Understand the WHY
Traditional web analytics can be valuable to understand what your customers and prospects do. However, the true value from analytics comes from marrying that with the WHY and more importantly, understanding how to overcome the why not. In this session, Michele examines qualitative methods that analysts leverage to better understand customers’ behavior and motivations.
Applied Science Track – Room: Salon 1 & 2
June Dershewitz, DAA Board Chair and Data Strategy, Major Music Streaming and Ecommerce Platform, Seattle, WA
Measuring Every Twitch
What do you track when you run the world’s leading video platform and community for gamers? What’s important when nearly 10 million gamers gather every day to broadcast, watch and chat about gaming? June shares the technical joys of running your own, internal, data capture and analytics stack along with 18 years of insights gleaning meaning from digital analytics. Listen you should and learn you will.
4:45pm – 5:30pm
Keynote – Room: Salon 7
Krista Seiden, Founder & Principal Consultant, KS Digtial
From Data to Action: Let's Get Personal
You can understand your customers based on their demographics, psychographics and economics. But to really give them a personalized experience when you interact digitally, you need to have a firm grasp of the types of data points you have about them. Krista starts at the data layer in order to help you understand your customers’ wants and needs – personally.
5:30pm – 7:00pm
Networking Reception – Room: Salon 9
7:15pm
Dinner With Strangers
This is your chance to get out of your comfort zone and prove that you are serious about meeting your peers. Sign up for a Dutch-treat dinner and we’ll tell you at which (very nearby) restaurant to meet for a meal. Get to know your colleagues in a relaxed setting over good food and favorite beverages. You might just meet somebody who can solve that burning issue you’ve been working on or whom you can help with your experience. “This was a little awkward for the first few minutes and then we had a great time!”
Day 2 – Wednesday, May 17, 2017
8:00am – 8:45am
Networking Breakfast – Room: Salon 9
9:00am – 9:05am
Conference Chair Welcome – Room: Salon 7
Jim Sterne, Founder, Marketing Analytics Summit, Co-Founder Digital Analytics Association9:05am – 10:00am
Keynote – Room: Salon 7
Telling Compelling Stories with Data
We live in a data-driven world, where effective graphics are key to the delivery of information. When a graphical piece of information is done right, you can’t tell that there is design behind it – information flows to the viewer clearly and efficiently. Dona demonstrates:
- How to turn data into a compelling, persuasive story
- How to use graphics effectively in your presentations
- The Dos and Don’ts of information graphics — common pitfalls and how to avoid them
10:00am – 10:45am
Roundtable – Room: Salon 7
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 9
11:15am – 12:00pm
Cornerstones Track – Room: Salon 7
Mariya Yao, Head of R&D, TOPBOTS.com
Bot Marketing Success
You’ve heard that your business should build a bot as it’s the next big thing. But what exactly is a bot? You may have tried one and been disappointed. So how do you build a successful bot that will drive engagement, users and actual sales?
In this talk you’ll:
- Understand what ‘bots’ are and why everyone is talking about them
- Learn how to distinguish the hype from the reality
- Get valuable tips to creating a successful chatbot
- Hear relevant case studies/success stories
- Understand how to incorporate bots your business strategy
Applied Science Track – Room: Salon 1 & 2
Moe Kiss, Marketing Data Lead, Canva
Analysis of Competing Hypotheses (ACH)
Moe shares the most valuable analytical technique she learned from her time in government – ACH. Often, confirmation bias (the tendency to interpret new evidence as confirmation of one’s existing beliefs) railroads an analyst’s findings. ACH draws on scientific methodology, cognitive psychology and decision analysis to avoid this analytical trap. The strength of ACH is that it is difficult for an analyst’s natural biases to influence the outcome of their analysis. Moe teaches how to build your own hypotheses matrix and set up to disprove hypotheses using a case study. And yes, she’s applying ACH to her work at THE ICONIC, Australia & New Zealand’s largest online retailer.
12:00pm – 1:25pm
Lunch – Room: Salon 9
12:15pm – 1:15pm
Room: Salon 7
Carla Borsoi, VP of Marketing, Nima
Women in Analytics Lunch - Being Curious: Analyzing Yourself & Ambitions to Get Where You Want
All eMetrics attendees are welcome to the DAA Women in Analytics lunch. Learn what this gender-inclusive group is doing to support gender equality in analytics profession. Meet with fellow analysts in a roundtable discussion about issues facing women within this profession – and how we can all work to improve the situation.
The career ladder has been retired: more professionals are using the career “jungle gym” to hop between roles and disciplines. How do you leverage these endless possibilities to not only discover where you want to go in your career but to also make it a reality? Carla will share her personal story of tapping into her innate curiosity to uncover what she truly loved doing, how she perfected her skill set with key job experiences, and how she ultimately moved into bigger and better roles by learning how to ask for opportunities.
1:25pm – 2:10pm
Keynote – Room: Salon 7
Ronny Kohavi, Distinguished Engineer, General Manager, Analysis and Experimentation, Microsoft
Trustworthy A/B Tests: Pitfalls in Online Controlled Experiments
It’s easy to run a controlled experiment and compute a p-value to five decimals but getting numbers you can trust is much harder. Ronny shares learning and practical pitfalls from one of the largest-scale experimentation systems on the planet, which runs hundreds of controlled experiments every day, and which automates ramp-ups, alerting, and shutdowns. This, from a man who likes to quote Mario Andretti: “If everything seems under control, you’re just not going fast enough.”
2:15pm – 3:00pm
Roundtable – Room: Salon 7
Birds of a Feather Session
We’ll offer up some topic suggestions and label the tables – you get to decide what you want to discuss with your peers. Want to discuss something we haven’t listed? Make up your own! These are your colleagues – here’s your chance to pick their brains.
Career Path
Making Dashboards Better
Personalization
Building a Team
Campaign Management
Insight Discovery
Ecommerce
Content Metrics
Experiments and Testing
Customer Journey
3:00pm – 3:30pm
Exhibits & Afternoon Break – Room: Salon 9
3:30pm – 4:15pm
Cornerstones Track – Room: Salon 7
Lori McNeill, Analytics and Conversion Optimization Specialist, Elements Behavioral Health
Inspiring the Next Generation of Analysts
In her day job, Lori uses her mad analytics skilz to get people into treatment for addiction. On the side, she volunteers for the DAA, uses data to fight human trafficking and Commercial Sexual Exploitation of Children (CSEC), and advises data driven startups. She is also passionate about connecting young people with opportunities in Science, Technology, Engineering and Math (STEM) careers through educational outreach… and you can help. We need more analysts! Come and brainstorm classroom activities and materials to develop educational resources that could spark the future analytics rock star of your organization.
Applied Science Track – Room: Salon 1 & 2
Anita Fong, Web Analytics and Tracking Manager, The Clorox Company
Getting Your Piece of The Pie
Like you, Anita spends a good deal of time on site tagging, site reporting, website survey management, and personalization projects. And she does it for all Clorox’s US brands. She sits in the sweet spot between the marketing team, the data insights team, and the development team. She acts as the connector and translator executing data integration projects and campaigns. Learn how she navigates through a big CPG company and how she expanded her role beyond what she was hired for. Anita shares her experience working with a variety of marketing managers, and differences between an analyst in an agency and an analyst on the payroll.
4:20pm – 5:00pm
Cornerstones Track – Room: Salon 7
Nancy S. Koons, Independent Web Analytics Consultant, Team Demystified
Years of Analytics Experience
With a dozen years under her belt, Nancy will offer real-world perspective on how to shape your analytics career for success over the long term: What to know, What to do, What NOT to do, Where to focus your energy, and When or Where it’s best to let things go. Nancy’s experience spans building analytics teams from the ground up, implementing analytics tools from scratch, and delivering insights and analysis to stakeholders at all levels of organizations, big (Fortune 500) and small (TechStars startups). Her passion for the analytics industry is infectious and she loves sharing her insights about how our industry can shape a career while we help shape the organizations around us with data and insights.
Applied Science Track – Room: Salon 1 & 2
Jill Grozalsky, Product Marketing Director, Sitecore
The Metric Magic Behind Personalization
Jill looks at how you can use the data you have today to start personalizing experiences for users, how to measure personalization performance across channels, and how to form a consistent reporting language. And then it’s time to scale your data collection and measurement efforts to broadly support personalization from a perspective. Jill covers:
- Lessons learned from implementing personalization scenarios and tactics
- Using data to determine where/how to start personalizing
- Measurement strategies for personalization scenarios to determine effectiveness
- Technology considerations (what works and what will bite)
- How to elicit cross-channel learnings from personalization
5:05pm – 5:45pm
Keynote – Room: Salon 7
Kenneth Sanford, Analytics Architect, Dataiku
Tam Tran, Digital Marketing Analytics & Insights Manager, NVIDIA
AI in Marketing Today and Tomorrow
Artificial Intelligence and Machine Learning are in play at several companies and on the horizon for the rest of us. Now’s the time to grasp the basics and understand the implications of how our jobs as digital analysts are changing with these new technologies. Our panel walks through their experiences (good and bad) getting AI to work for marketing. Bring your questions for these bright professionals because this is not a subject you can ignore.
5:45pm
Wrap Up – Room: Salon 7
Post-Conference Workshops – Thursday – May 18, 2017
9:00am – 4:30pm
Applying Digital Analytics – Full Day Workshop – Room: Salon 1 & 2
Anil Batra, Managing Partner, Optizent9:00am – 4:30pm
Visualization and Storytelling — The New Big Data Skill – Full Day Workshop – Room: Nob Hill BC
Lee Feinberg, Founder and President, DecisionViz