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Workshops - Sunday, June  3rd, 2018

2:00 pm
Room: Sicily
Pre-Conference Training Workshop
Half-Day Workshop 2:00 pm - 5:30 pm

The official Digital Analytics Association Essential Series workshops deliver a solid foundation of online marketing analytics knowledge and authoritative course material in a workshop environment. DAA Essential Series workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

Full Workshop details

Session description
Leader
June LiDigital Analytics Association
Founder and Managing Director
ClickInsight

Workshops - Monday, June  4th, 2018

8:30 am
Room: Turin
Half-Day Workshop 8:30 am - 12:00 pm

From market research to direct mail metrics to web analytics to Big Data, the job of “marketing” has changed dramatically over time. We have arrived at a fundamental shift in marketing that is as impactful as the advent of the Internet: Artificial Intelligence and Machine Learning.

This workshop introduces marketing professionals of all ranks to the theory, the language and the practical application of these disruptive technologies.

This workshop will not teach you how to be a data scientist.

It will teach you enough about the language and implications to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department. 

Full Workshop details

Session description
Leader
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
8:30 am
Room: Sicily
Half Day Workshop 8:30 am - 12:00 pm

The official Digital Analytics Association Essential Series workshops deliver a solid foundation of online marketing analytics knowledge and authoritative course material in a workshop environment. DAA Essential Series workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction. 

Full Workshop details

Session description
Leader
June LiDigital Analytics Association
Founder and Managing Director
ClickInsight
1:30 pm
Room: Caesars Palace Hotel Registration
Included in your registration: 1:30 pm - 5:00 pm

MEE is going to be transformative and professionally invaluable - but it's going to be Fun, too!

  • Have you ever gone skydiving - indoors?
  • Have you ever plunged into an immersive, three-dimensional virtual world?
  • Have you ever zip-lined between buildings in Las Vegas?

One of these exciting alternatives is yours to choose. After you register, an email with all the options will hit your inbox.  Not too much fun - but close!

Session description
7:00 pm
Room: Caesars Palace Hotel Registration

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 send you to a very nearby restaurant to meet other MEE'ers 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!" And enjoy Las Vegas! But hey, we're starting early so... you know.

Session description

Marketing Evolution Experience - Las Vegas - Day 1 - Tuesday, June  5th, 2018

7:30 am
Room: Palace Ballroom

Pick up your badge and get into the swing of meeting the people who are going to have a genuine impact on your career. These ladies and gentlemen aren't just fellow conference attendees - they are your colleagues, your confidants, and the backbone of your professional network. The people you meet today and tomorrow will have shared this transformative experience with you. You will be able to help them in their careers and they will be able to help you with yours in years to come. Introduce yourself to somebody by asking them how they like their coffee, where they had dinner last night, and go from there.

Session description
8:15 am
Room: Augustus VI

Jim Sterne, Co-Founder of the Digital Analytics Association and author of 12 books on online marketing and analytics, sets the stage for the conversion you are about to undergo. Jim explains the rules, lays out the expectations and gives you your marching orders. Sit back, relax, and enjoy the show? Not even close. Tune in, turn on, and hang on with both hands! It's time to get reinvigorated, reoriented and retooled so you're energized, clued in and skilled up. 

Session description
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
8:25 am
Room: Augustus VI

Marilee Yorchak, Executive Director of the Digital Analytics Association, challenges you to participate beyond these few days by spelling out what the DAA stands for and how to can get involved to help advance our profession - and your career.

Session description
Speaker
Marilee YorchakDigital Analytics Association
Executive Director
Digital Analytics Association
8:30 am
Room: Augustus VI

Rex Briggs has been at the heart of digital marketing from the start. For the past 18 years, he's been making marketing and ROI measurement useful to business people. The author of "What Sticks: Why Most Advertising Fails, And How To Guarantee Yours Succeeds" sits down with MEE founder Jim Sterne to look at how far we've come and where we're headed as they explore the future of customer-centric marketing. Get here early because Rex's deep wisdom truly sets the stage for the rest of the Experience.

Session description
Speakers
Rex BriggsMarketing Evolution
CEO
Marketing Evolution
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
9:00 am
Room: Augustus VI

Growth Hacking in marketing has been all the rage, but what is it? Is it new age optimizers looking for a fancy title? Marketers spinning their services in a new way? A buzzword for a game of bingo? Krista unpacks this tired phrase born of agility and analytics; rapid experimentation across marketing channels and product development. Whatever you call it, using measurement for business growth is the new normal and you are on the hook to understand how to make it work for you.

Session description
Speaker
Krista SeidenGoogle
Analytics Advocate
Google
9:35 am
Room: Augustus VI

With 84% of today's marketers investing in machine learning solutions, decisions still need to be made upon the insights generated by these solutions. diwo empowers you to act on your latest insights by providing you with pre-packaged, quantified decisions, derived from continuous background analysis of your specific business context. A brief demonstration of diwo’s cognitive decision-making framework at work solving a Customer Retention issue will be presented as well.

Session description
Sponsored by
diwo
Speaker
Krishna Kallakuridiwo
President & Founder
diwo
9:55 am
Room: Augustus VI

What to except and what will be expected of you. Pay attention, your job may depend on it.

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
10:00 am
Room: Palace Ballroom

Grab some coffee, stretch, breathe, and introduce yourself to somebody you don't know - including a vendor or two...  You might even pick up a data-driven t-shirt. You can meet three new people, figure out what you each have in common and then immediately email them that you met so you have each other's deets. Do not waste your time. It's all you've got.

Session description
10:30 am
Room: Augustus VI
Engagement 1

You thought Speed Networking was fun? Bring business cards, bring stories and bring your authentic self because we're taking this to a whole 'nother level! We've devised a process that ensures you will meet more of the kind of people you want to meet. You'll get to know them fast and remember them forever. We're packing better connections into 45 minutes so be on time and bring your smile - we promise this will be fun.

Session description
11:10 am
Room: Augustus VI
TRACK 1
Data Driven Culture 1

Sharing your love of testing takes time, enthusiasm and a few technical tricks. Glen and his team started the ball rolling by creating The Ticketmaster Data Vault - a repository that uses Slack-like communications to let testers and stakeholders share results and data insights, letting people search for test results by topic/product/channel, etc. Glen describes the journey from siloed optimization to a sharing environment imbued with fun and engaging activities like voting, company showcases, and hackathons. Pay heed and learn from Glens trials, tribulations and triumphs and you too can become a Change Agent.

Session description
Sponsored by
Cardinal Path
Speaker
Glen PerezTicketmaster
Manager - Analytics & Optimization
Ticketmaster
Room: Augustus V
Track 2
Digital Analytics 1

Segmenting your digital audience and targeting high value audiences is your first step to analytics. But where do you start when faced with a massive and broad data set of your entire addressable audience? How do you reconcile the swirling assumptions around who to target with the reality of what the data tells you? How do you understand what your targeting capabilities are and the limitations of your technology kit? How do you form a weighty, robust hypothesis? The key is analytics, planning and buy-in from the top down.

Session description
Sponsored by
ObservePoint
Speaker
Shannon LeonCondé Nast
Senior Manager, Consumer Revenue Analytics
Condé Nast
Room: Emperors I
Track 3
Customer Centricity 1

Imagine the value of having a customer for a lifetime. Sounds like a dream, right? What if you were to actually demystify the behavior of customers creating multiple accounts through de-duplication, to truly explore their purchase behavior at an individual level? Imagine if you could actually determine how much it costs to keep these customers for a lifetime, and measure the impact of Brand marketing on keeping them loyal - beyond the typical measures of awareness and engagement? Priscilla shares how Australia and New Zealand's largest online retailer is daring to dream big. Learn what the company discovered on its journey to drive a personalization strategy based on unique behavior and net value.

Session description
Sponsored by
Looker
Speaker
Priscilla CheungThe Iconic
Marketing Analyst
THE ICONIC
Room: Turin
Track 4
Marketing Science 1

Elevate your A/B testing practice using applied statistics. Sharpen your skills with a hands-on exploration of eCommerce data using analysis of variance (ANOVA) techniques. Increase your confidence about confidence intervals and multivariate analysis. Walk away from this case-study based session inspired by your new ability to execute foundational statistical analysis techniques without any fancy software. Leverage Excel to begin your data science journey by learning these techniques. Bring your laptop and have the Excel Add-in Data Analysis Toolpak installed. This is marketing today. Don't get left behind. 

Session description
Speaker
Krissy TrippEvolytics
Manager A/B Testing Strategy & Analysis
Evolytics
11:55 am
Room: Augustus VI
Track 1
Data Driven Culture 2

How do you collaborate across roles/functions in building the journey and roadmap to improving analytics? How do you reel people into your vision of being data driven? As Suresh and Dylan embarked on new roles within the complex environment of moving to the cloud, they seized the opportunity to shift the conversation around the data consumer experience. Their vision was a customer driven roadmap for delightful & effective analytics at Intuit. Delightful? You heard right.

Session description
Sponsored by
Cardinal Path
Speakers
Dylan LewisIntuit
Analytics Evangelist
Intuit
Suresh RamanIntuit
Product Management, AI/ML and Data Platforms
Intuit
Room: Augustus V
Track 2
Digital Analytics 2

Time to upgrade your technical chops. Native apps are very different beasts than websites: different technology, development cycle, user behaviors, etc. Are you aware of the impact these differences have on Analytics? Can/should you align App Analytics and Web Analytics practices and strategies within your organization? Michelle turns to you, the audience to discuss the challenges and opportunities. Having spent the last eight years defining and implementing mobile analytic strategies, Michelle has an extensive background in marketing and operations. That makes her more than able to bridge these technical questions to business objectives... a skill you will need as well. Walk away with a clear vision of defining and aligning your app and web strategy using Michelle's Analytics Alignment Consideration List.

Session description
Sponsored by
ObservePoint
Speaker
Michelle Gosselin
Mobile Analytics Consultant
Room: Emperors I
Track 3
Customer Centricity 2

Your brain is out to trip you up. Seriously. Limited working memory, confirmation bias, conformity to the norm - your brain is a minefield of contradiction. You best beware of what's going on in your head, or you'll never be able to navigate the data. How people perceive our marketing and act on it is at the root of what we do as analysts. Michele covers foundational psychology experiments, what they tell us about human behavior, and you how to leverage it for better analysis, better data presentation, and a better self.

Session description
Sponsored by
Looker
Speaker
Michele KissAnalytics Demystified
Senior Partner
Analytics Demystified
Room: Turin
Track 4
Marketing Science 2

data.world  is building the most meaningful, collaborative, and abundant data resource in the world.  This means that you can host and share your data, collaborate with your team, capture context and conclusions as you work, and discover loads of public data. Join in this session and hone your analytics chops by slicing and dicing selected, Las Vegas-specific data sets to use Data for Good. So far, data.world devotees have gathered insights on fake news in Ukraine, identified which countries live sustainably within their ecological means, and linked Chicago lobbyists and legislators to ferret out bribery, extortion, and wire fraud. With great data, comes great responsibility. From investigating to cleaning, to exploring, to insight, this is your chance to give back and learn from skilled data scientists at the same time.

Session description
Speaker
Patrick McGarrydata.world
Head of Community
data.world
12:25 pm
Room: Palace Ballroom
Lunch & Exhibitions
Room: Augustus VI

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.

Session description
Speaker
Marilee YorchakDigital Analytics Association
Executive Director
Digital Analytics Association
Room: Augustus V
Lunch & Learn

Are you getting location-based insights from your analytics data? 80% of the world’s data is now location enriched, with the explosion in mobile and IoT devices, location stamping, and clickstream activity. This is a new frontier in marketing analytics, representing an untapped goldmine of actionable insights. Competitive advantage awaits those companies that identify and leverage the geospatial context and relationships in their data.

In this lunch session you’ll learn about how to use location intelligence in your marketing analytics, as well as how to overcome the limitations of existing analytics tools that are unable to cope with the volume and nature of this data.  You’ll see analytics ‘magic’ that you may never have thought was possible. Our speakers will touch on a number of case studies, including analyzing 2 billion weekly TV viewing events, and time-sensitive advertising channel analysis in mobile gaming. Hear directly from Skyhook Wireless, a mobile positioning and location provider that analyzes up to 10 billion transactions daily to provide location-based services that improve offerings and optimize sales.

Rich Sutton, VP of Geospatial at Skyhook, will join Grant Halloran, CMO at MapD, to explain the transformative effects of geospatial data. Learn how massive static and streaming datasets can be visualized and interacted with in revenue-generating ways, and how to capture the location-based insights from your data.

Session description
Sponsored by
MapD
Speakers
Rich Sutton
Vice President
Geospatial at Skyhook
2:00 pm
Room: Augustus VI

From rain to rivulets to streams, you can leave it to gravity to bring water together. At Walmart, Steve's team manages the much more convoluted - and uphill - flow of data. Which platforms are best for data capture, cleaning and munging? How do you blend different types of data in a way that makes them compatible for correlation? Search data, email data, app data, and more are only half the battle. Next comes the blending goals, working styles and compensation plans of data engineers, data architects, data analysts, data scientists and the usual variety of marketing professionals. When marketing is all about the data, the ability to bend it to your will is paramount.

Session description
Speaker
Steve JohnsonWalmart eCommerce
Senior Manager, Analytics
Walmart eCommerce
2:30 pm
Room: Augustus VI
Sponsored Presentation by Invoca

With the ubiquity of mobile search and rise of voice interactions, it’s more important than ever to make calls a critical part of your paid search strategy. The latest advances in call intelligence and AI make it possible to get real-time, closed loop attribution and customer intent data from calls. Learn how Fortune 500 brands are leveraging this technology to optimize their bid strategy, lower acquisition costs, and drive more revenue from paid search.

Session description
Sponsored by
Invoca
Speaker
Ian DailyInvoca
Sr. Director, Product Marketing
Invoca
2:50 pm
Room: Augustus VI
Track 1
Data Driven Culture 3

These days, working as a consultant is like being a marriage counselor. We get brought in for our vast technical expertise, our insane depth of knowledge about Google products, and our revenue-driving solutions - but we end up as project managers, life coaches, and internal cheerleaders. Becoming data-driven requires a company-wide commitment and coordination across departments. Find out the steps you can and should take BEFORE hiring outside help to make sure your company has the resources, commitment, and buy-in necessary to begin using data to make smarter budgeting and advertising decisions. Jon puts you to work with his patented Timeline Checklist that addresses common issues like technical and cultural challenges that you need to address, in the right order.

Session description
Sponsored by
Cardinal Path
Speaker
Jon MeckLunaMetrics
Director, Marketing & Training
LunaMetrics
Room: Augustus V
Track 2
Digital Analytics 3

The Digital Analytics Power Hour podcast was inspired by the discussions that occur in lobby bars after hours at conferences like MEE (specifically, by MEE's predecessor, eMetrics). For three-and-a-half years this bi-weekly show has explored various analytics topics with digital drink in hand and the combined experiences and wit of the hosts and their guests on tap and flowing freely. Episode #091 will be recorded with MEE attendees as a live (and participatory!) audience and will explore the topic of data literacy: what it is, what it isn't, and what does and doesn't seem to work when developing it within an organization. As of this writing, Michael, Moe, and Tim are still pretending to be discussing whether 2:50 PM is too early in the day to record with an adult beverage in hand.

Session description
Sponsored by
ObservePoint
Speakers
Michael HelblingSearch Discovery
Analytics Practice Lead
Search Discovery
Moe KissThe Iconic
Analytics Manager
THE ICONIC
Tim WilsonSearch Discovery
Senior Director of Analytics
Search Discovery
Room: Emperors I
Track 3
Customer Centricity 3

Digital analytics kicked traditional market research's butt because it focused on behavior - not opinions - and it was real time - not after-the-fact. Those huge advantages can now be duplicated in real life. Gary, who knows more about digital analytics than should be legal, applies his deep knowledge to the retail experience. Find out how a new generation of advanced market research uses in-store/on-location behavior to explore customer decision-making. Yes, you can use behavioral data to tune shopper funnels, understand cross-sell / upsell opportunities, and understand the impact of experience on loyalty and purchase behavior. Yes, you can map real-life customer journeys. Gray shows real world examples of in-store data from traditional retailers, showrooms, and sport arenas who have brought digital wisdom to brick and mortar. Then, he tests your ability to sort the wheat from the chaff. Here's your chance to show off how well you can parse in-store shopper behavior. 

Session description
Sponsored by
Looker
Speaker
Gary AngelDigital Mortar
CEO
Digital Mortar
Room: Turin
Track 4
Marketing Science 3

How can marketers attribute sales and new customers from different lines of business to digital and direct mail marketing touches? Using an ensemble of models, of course! By implementing a combination of statistical and machine learning methodologies, businesses can move beyond a traditional, 7-day, last click model, by incorporating a longer history of marketing touches, leveraging past learnings to improve the model and attribute a percentage of each sale to multiple marketing touches. Sara spells out how to get marketing attribution results for each customer and order combination. Time-series methods, and novel implementations of recommender system techniques deliver a quality multi-touch attribution production model and recommendations for targeted marketing going forward. You will be smarter by the time Sara is done. 

Session description
Speaker
Sara BeckRedfin
Senior Data Scientist
Redfin
3:30 pm
Room: Palace Ballroom

It's up to you to make the most of this in-between time. Challenge yourself to stay away from email. You can do that any time. NOW is the time to meet new people, check out new technologies, and decide which of your new superpowers you're going to put to use first when you get back to work.

Session description
4:00 pm
Room: Augustus VI

How can a company sensibly manage and measure all the potential digital touchpoints out there? By taking the customer’s perspective! Not only can you better understand how your different customer groups make their decisions, you can most importantly set priorities and re-focus the usefulness of the data you collect in measuring "success". Phil reveals a straightforward methodology along with a downloadable series of worksheets and videos so that you can try it yourself. Phil shares examples and "ah ha" moments collected from the 3400 individuals who have already created Customer Perspective Journey maps. Now, it's your turn.

Session description
Speaker
Phil WintersCIAgenda
Senior Managing Partner
CIAgenda
4:40 pm

From classic market research to digital analytics, Shari has been measuring, monitoring and gleaning insights about watchers / viewers / content consumers for twenty years. She helped create the online analytics profession from the perspective of a researcher, an analytics tools vendor, a Director of the Digital Analytics Association and an in-house head of research. Shari imparts her wisdom gleaned from years of gathering a wide variety of data and making it so meaningful to her organization, that they put her in charge of Strategic insights. Her story is part inspiration, part perspiration and all about bringing a serious enthusiasm to the job; something you can start doing as soon as you get back to your desk on Monday.

Session description
Speaker
Shari ClearyComedy Central
Senior Vice President of Strategic Insights & Research
Comedy Central
5:25 pm
Room: Augustus VI

Twenty years ago, the company currently known as Caesars Entertainment launched the first, system-wide loyalty program, allowing members to earn points at any of the company's properties. Using decision-science-based analytical tools, they shifted to offering incentives based on evidence rather than intuition. By tracking millions of individual transactions, they assembled a vast amount of data on customer preferences, coupled with surveys and focus groups to get the right offer in front of the right person at the right time. As Senior Vice President and Chief Analytics Officer, Gene oversees internal Business Intelligence and marketing analytics. He shares his experience as a software developer, an industrial engineer and a director of channel management at Sears with Jim Sterne in this relaxed conversation. Have your questions ready.

Session description
Speakers
Gene Lee
SVP, Chief Analytics Officer
Caesars Entertainment Corporation
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
6:00 pm
Room: Palace Ballroom

Brain full? Then it must be time to let your hair down, grab a beer or a glass of wine and swap business cards with people you haven't met yet, yet will never forget. Chillax, you're among friends.

Session description
7:00 pm
Room: Registration - Palace Ballroom

This is your last chance to prove that you are serious about meeting your peers. Sign up for a Dutch-treat dinner and we’ll tell you which very nearby restaurant is awaiting you. 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!" Please sign up in advance!

Session description

Digital Analytics Association QUANTIES AWARDS & PARTY

At the Keep Memory Alive Event Center, 888 W Bonneville Ave

Join DAA at THE party of the year, honoring the best and brightest in the digital analytics industry.  YOU will hear and see competitors and get to vote on winners!

The Quanties Awards (formerly the Awards for Excellence) are our industry’s way of recognizing individuals in the industry. It is also our thanks to the exceptional groups and technologies that make our work easier and more impactful every day. The Quanties are the most relevant and important award for the digital analytics industry.

NOTE:  There will be a free shuttle bus from Caesars to take MEE attendees to the event (and back).  

Session description

Marketing Evolution Experience - Las Vegas - Day 2 - Wednesday, June  6th, 2018

8:00 am
Room: Palace Ballroom

Yesterday was awesome. No time to lean back now. Show up and be ready to meet your future teammate, your future collaborator, and your future mentor. Introduce yourself this way:

            Hi, my name is ____.

            What was the most interesting thing you saw or yesterday?

            Who knocked you off your socks?

            Which of the vendors on the show floor should I check out?

            Which sessions do you want to see the most today?

Session description
9:00 am
Room: Augustus VI

Be prepared for what's in store. Don't start the day uniformed.

Session description
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
9:10 am
Room: Augustus VI

These are the people who make this all possible. They are also the people who have unique solutions to problems you may have, not even know you have, or are about to have. Sponsor sessions are not a burden, they are an opportunity.

Session description
Sponsored by
ObservePoint
9:20 am
Room: Augustus VI
Sponsored Presentation

David Booth, co-founder of Cardinal Path, presents the low-down on how digital analytics practitioners can leverage three key trends to drive digital marketing into the future. Discover:

  • How machine learning and artificial intelligence are actually being used today
  • What challenges and opportunities lie in the global data privacy landscape
  • How technology, data, and activation opportunities are making personalized, 1:1 marketing at scale a reality.
Session description
Sponsored by
Cardinal Path
Speaker
David BoothCardinal Path
Co-Founder & Chief Commercial Officer
Cardinal Path
9:30 am
Room: Augustus VI

BECU is the leading not for profit credit union in the NW, and largest in the country based on community charter. In the Seattle area. almost 1 out of 4 persons is a member. After 18 years working on digital and marketing analytics almost exclusively focused on immediate revenue impact, Brian joined BECU to lead the marketing technology, digital channels, paid media and marketing analytics. Brian talks about how you can use data to make your company work better for your customers, your business and your career. Brian also imparts the trials and tribulations of bringing machine learning into the picture with lessons learned and traps to avoid.

Session description
Speaker
Brian KnollenbergBECU
Vice President, Member Insights & Strategy
BECU
10:00 am
Room: Augustus VI

Gain the skills that it takes to win at the biggest game across all industries, Data! Data makes the world go around, and it impacts each of our millisecond decisions. Are your data verdicts sound and long lasting? Does your team have what it takes to execute forward thinking data decisions? Do your stakeholders have faith in your data choices? Do you have the backing of upper management for your "outside the box" data concepts? Do you have what it takes to climb that corporate data ladder? Let's get together to learn how to be on the winning team of this game called Data. Are you a winner or loser?

  •             Who makes up your winning team?
  •             Do you understand the game?
  •             Do you know how to glean "the good stuff"?
  •             Do your fans understand the game?
  •             How fast do you make sound decisions?
  •             Are you afraid of a "Hail Mary" pass?
  •             What does it take to score?
  •             What strategies do you need in place on defense and offense?
  •             How are you going to score?
  •             Do you have the support of the "front office"?
  •             Are you a team player?
  •             Are you and your team forward thinkers?

Katinya, who has been the acting Senior Digital & Marketing Analytics SME/Lead, Digital Experience Analytics at Hilton for this past year, has some tough questions for you.

Session description
Speaker
Katinya LillyIDR
Senior Digital Experience Analytics Lead Analyst
IDR
10:30 am
Room: Palace Ballroom

After you've used the facilities and grabbed a refreshment, it's time to check out what the vendors on the show floor are hawking. These are leading-edge technology firms with tools, services, and approaches to problem solving that you have not seen before. How do you make your trip report shine when you get back your team? Show them something that'll blow their minds. And pick up a tchotchke for your kid, your nephew, or your dog. 

Session description
11:00 am
Room: Augustus VI
Track 1
Professional Skills 1

Numbers are the language of business. You become unstoppable when you capture numbers that matter, have a material impact on those numbers, and meaningfully communicate your results.  Master these secrets and there's no limit to your rising star. Laura draws on hundreds of case studies and over a decade of marketing management benchmarking to help you build your personal action plan for becoming a marketing super hero. Recognize the numbers that matter, tee up the conversations with your leadership, and build a compelling and respected presence at your company.

Session description
Speaker
Laura PattersonVisionEdge Marketing
President
VisionEdge Marketing
Room: Augustus V
Track 2
Attribution 1

You have imperfect data and you deal with evolving technology. You face enormous challenges getting to complete, clean data and a single version of the truth. You can't even hope to get attribution right unless you have an approach to unified marketing measurement that provides that adapts to a changing marketplace, changing customers and changing technologies. Nancy uses case studies to show how very different companies, with very different challenges, adapt, evolve and thrive. Are you ready to turn data into expertise? Walk away with a worksheet that prioritizes your business questions and helps you gain a Value Creation mindset.

Session description
Speaker
Fred ChasséAnalytic Partners
Senior Vice President
Analytic Partners
Room: Emperors I
Track 3
Attracting Attention 1

How do you get your marketing budget doubled? How do you allocate that budget between TV, Search, Radio, Display, Social, and everything else? Marketer by trade, analyst by passion, Ryan has performed quantitative and qualitative analysis of large traditional advertising campaigns, managed enterprise level search engine marketing programs, and driven user acquisition initiatives... not to mention product management. He shares his decision-making process for measuring the success of online and offline, multi-touch attribution modeling, customer LTV projections, and financial planning. Don't let Ryan's youthfulness fool you; he's crammed a lifetime of learning in the past 10 years.

Session description
Speaker
Ryan IyengarZipRecruiter
Senior Director of Marketing and Analytics
ZipRecruiter
Room: Turin
Track 4
AI for Marketing 1

The convergence of tools and technologies available to marketers is turning the promise of a frictionless, multichannel customer experience into a reality. The possibilities for improving your business using data and machine learning are varied, vast, and vibrant. From an online retailer increasing on-line basket size through real-time recommendations to tuning an online dating site to increase engagement and advertising revenue, the possibilities are almost limitless. The world is right to be excited. But you can’t just hire a data scientist, provide them with large volumes of multi-source data and expect them to magically drive results. Lynda paints a clear picture of the upfront investment in building blocks that pave the way to better outcomes. Then, with case studies, she illustrates the journey into advanced analytics and machine learning, so you get a clear understanding of top actions you should take now.

Session description
Speaker
Lynda PartnerPythian
Vice President, Marketing and Analytics
Pythian
11:45 am
Room: Augustus V
Track 1
Engagement 2

All is not roses in the world of online marketing and analytics. It's time to get into a serious discussion about the topics of the day. Working in teams, you'll create your arguments, debate your point of view and compete for top bragging rights at the front of the room. You'll be gnawing on chewy problems like personas, machine learning, multivariate testing, privacy, attribution, and more. This is a chance to sharpen your rhetorical skills, find out what others are thinking and - perchance - have your mind opened even wider.

Session description
Room: Augustus VI
Track 2
Engagement 3

Product Managers have to juggle development interdependencies, budgets variabilities, timeline revisions, and executive leadership imperatives - all while depending on the Voice of the Customer to find out what is working in the field. You will learn more here than during any other form of education in this free-wheeling conversation about your favorite tools. Ask for specific solutions to the problems you've been trying to solve. It's possible that your suggestions will turn into product features in the next release or two. No promises!  Participating companies include:

Session description
12:30 pm
Room: Palace Ballroom

Grab a bite, make a friend.

Session description
Room: Augustus V
Lunch & Learn from Conversion Logic

Josh will be discussing AI in the context of marketing. Specifically, he will expand on prediction in attribution, systems that evolve, and Data Science as a tool for marketing.

Session description
Sponsored by
Conversion Logic
Room: Augustus VI

Lea's rise in the digital analytics industry as a data visualization and presentation expert was described by some as "meteoric" and that she "makes it look easy". But getting to where she is today wasn't a walk in the park. It took a difficult transition to motherhood, health crisis, a separation, and to find her calling. A key component of her success, she believes, was understanding the dynamics between masculine and feminine energies in both personal and professional environments. Lea will give you an intimate and inspiring glimpse into her vivid journey establish herself as a respected female subject matter expert in the male-dominated analytics world and that embracing your feminine side can be one of your greatest assets, not a drawback.

Session description
Speaker
Lea Pica
Founder
LeaPica.com
1:45 pm
Room: Augustus VI
Track 1
Professional Skills 2

How do you meaningfully align all the moving parts of any marketing campaign to a specific business outcome? How do you identify the technical, operational and creative requirements necessary for the success of the campaign? How do you clearly share your vision (and needs) so upper management can understand it, digest it, and buy in? You asked the right woman. Mary created the Marketing Success Plan because of one of the striking dysfunctions we marketers live with: We want to spend more time on analytics to drive business performance, but confidence in the role of analytics is mediocre at best. Mary shows you how to enumerate the strategic, tactical, technical, operational and creative requirements necessary for success. The result is a soundly orchestrated Success Plan that not only manages your marketing KPIs to your desired business outcomes, but also sets your projects up for success from the very beginning. And it all lives on an executive-friendly sheet of paper.

Session description
Speaker
Mary OwusuMower
Vice President, Analytics and SEO
Mower
Room: Augustus V
Track 2
Attribution 2

A holistic view of attribution; from media attribution (quick and easy trick to modeling) to conversion attribution (touch-point analysis and path analysis), approach and methodology.

Session description
Speaker
Sangah BaeNeo@Oglivy
Director of Insights and Analytics
Neo@Oglivy
Room: Emperors I
Track 3
Attracting Attention 2

You’ve been at this content thing for a while and you’re busier than ever. But your traffic is stuck at the same levels. You’re working more for the same results you got last year. It’s time to adapt. To go beyond the basics. To take a more advanced approach to your content. You may think this is just Andy revealing some super-fresh tricks for getting traffic, but in true Ninja style, he'll teach you a new way to think about traffic. He will literally make you a smarter marketer.

  •             How do you turn day-to-day email communication into high ranking articles?
  •             How do you delegate using tools, outsourcing and virtual assistants?
  •             How do you get older content to rank like champions?
  •             How do you find the pages on your site that are already ready to rank?
Session description
Speaker
Andy CrestodinaOrbit Media Studios
Chief Marketing Officer and Co-Founder
Orbit Media Studios
Room: Turin
Track 4
AI for Marketing 2

Any job that requires a template or is a repeatable type job like executing a campaign or building weekly reports will be automated through AI. You will have a massive shift in skill sets with fewer people doing the repeatable job’s that exist today. Copy is going to be taken over by AI (e.g., tweets).  AI can write 100 blogs in a day.  If it’s in a template, AI will do it. You need to understand algorithms from a human’s perspective, not from a systems perspective. Marketing is about being creative and about learning and understanding how analytics impact everything within marketing. Zimm is here to help.

Session description
Speaker
Zimm ZimmermanWunderman
SVP of Analytics
Wunderman
2:35 pm
Room: Augustus VI
Sponsored Presentation from LOOKER

Organizations spend a lot of time making sure they are getting the most out of their marketing budgets. We optimize spend, track conversion rates, and report on campaign ROI. But, we spend very little time tracking and managing the backend operations. How do you know if all of your leads are making it through the funnel? Is the contact information you collected still compliant with local data privacy laws? Does your operations team spend most of its time fixing bugs or scaling for future growth? This session will focus on ways to get visibility into the health and effectiveness of your marketing operations organization.

Session description
Sponsored by
Looker
Speaker
Brenda KringLooker
Director Marketing Operations & Analytics
Looker
2:45 pm
Room: Augustus VI
Engagement 4

You are surrounded by people who have been there, done that, and lived to tell the tale. And YOU are one of them. That means you can not only glean valuable advice from these colleagues, you can offer some as well. You'll either be the Client or one of the Advisors, there to offer insight, help, and be a shoulder to lean on. Want some free advice?   Do Not Miss This Session! And yes, the audience gets to vote on the Best. Advice. Ever. and the winning Advisor will be showered with praise and asked to join everybody’s Advisory Board and/or become their personal mentor.

Session description
3:20 pm
Room: Palace Ballroom

Stretch. Stretch your limbs. Stretch your muscles. Stretch out your hand and out of your comfort zone and meet somebody. Even better, meet some of the vendors on the show floor. This is your last chance.

Session description
3:45 pm
Room: Augustus VI
Track 1
Professional Skills 3

Knowing where you're going is the first step. Recognizing the chutes and ladders along the way will make all the difference. In this exercise, you will create a map of the landscape - your landscape - and the things that will help and hinder you along the way. Your Tour Guide will walk you through the process of identifying where you are today, where you want to get to (be it project, career, or life) and help you map out the way to success.

Session description
Room: Augustus V
Track 2
Attribution 3

You are going to be asked whether Big Data, machine learning and advanced analytics can be brought together to get a handle on Attribution. You are going to say, "Yes." They are going to ask "How?" You are going to be able to explain it, in words they can understand because Alison is going to explain it to you as she ffers a comprehensive view of all things attribution, covering the evolution of attribution towards Big Data and Machine Learning. Leading all the way up to a structured approach to optimization, you will understand:

  • Marketing Attribution 101
  • Approaches to Marketing Measurement (MMM, MTA, XC)
  • Optimization Framework
  • Assessing Your Attribution Readiness
  • Use cases for Cross-Channel Attribution

She'll also gift you with her Attribution Evaluation Checklist. Sweet.

Session description
Speaker
Mark OsborneConversion Logic
VP of Client Success
Conversion Logic
Room: Emperors I
Track 3
Attracting Attention 3

There are so many experimental opportunities, prioritization becomes a priority. Does adding more content to a page help with its ranking? Does a certain keyword in my title tag help? Do I need to make them longer/shorter? What's the impact of adding or removing Schema.org structured data? Martijn dishes up a simplified framework for SEO experimentation. From hypothesis development to statistical significance, Martijn makes sure you can hold your own in SEO conversations with vendors, agencies and your boss. Your first lesson: It ain't about clickbait headlines. Never was. Or was it?

Session description
Speaker
Martijn ScheijbelerPostmates, Inc.
Director of SEO
Postmates
Room: Turin
Track 4
AI for Marketing 3

Sam runs an industry research firm focused on the business and consumer application of machine learning and AI, bringing AI-powered products to market, and AI-enabled and -enabling technology platforms. In his spare (?) time, he produces and hosts This Week in Machine Learning and AI (TWiML), a podcast where he interviews interesting people doing interesting things with machine learning. We're turning the tables on Sam, as Jim Stene, MEE Host and Board Chair of the Digital Analytics Association, interviews Sam to find out the latest and most interesting things going on in this fast-paced and promising field.

Session description
Speakers
Sam CharringtonCloudPulse Strategies
Founder & Principal Analyst
CloudPulse Strategies
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
4:30 pm
Room: Augustus VI

Author William Gibson is often quoted as saying that the future is here, it's just not evenly distributed. He may have been talking about Red Hat, provider of open source software solutions. Anton took on the challenge of finding, calibrating and prioritizing opportunities at Red Hat for this century's most transmogrifying open-source technology: Artificial Intelligence. He shows his approach to conducting AI Business Analysis, improving decision quality methodologies, and using machine learning to inform cross-channel marketing. If you want to be in marketing for more than a year or so, this is a must-see presentation.

Session description
Speaker
Anton van DethRed Hat
Senior Director Artificial Intelligence Marketing Technology
Red Hat
5:15 pm
Room: Augustus VI

This is where the rubber meets the road and we find out if Jim came through on his promise. Are you different? How? What will you tell your colleagues, your friends, your family when you get home?

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience

Workshops - Thursday, June  7th, 2018

8:30 am
Room: Turin
Full Day Workshop 9:00 am - 4:30 pm

“No matter how big your data, you must master storytelling and visualization to influence business decisions.”

Visualization is the new communication medium – not the activity of making charts! Learn how to apply the foundations of visual language, evoke what people really want from their data, and unleash your creativity.

Develop leadership in the processes, people, and culture around visualization. To make big data successful requires you to build new skills in visualization, turn data into stories, and change how teams work together.

This workshop is more than a day of amazing ideas. The exercises and team-based challenges build your confidence with practical ways to immediately improve your visualizations and reveal the “a-ha” insights. 

Full Workshop details

Session description
Leader
Lee Feinberg
Founder and President
DecisionViz
8:30 am
Room: Sicily
Full Day Workshop 9:00 am - 4:30 pm

The official Digital Analytics Association Essential Series workshops deliver a solid foundation of online marketing analytics knowledge and authoritative course material in a workshop environment. DAA Essential Series workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

Full Workshop details

Session description
Leader
Anil Batra
Digital Marketing and Analytics Consultant
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