Schedule of life-altering happenings, experiences, events, and encounters!

Workshops - Sunday, June  3rd, 2018

2:00 pm
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 Li
Founder and Managing Director
ClickInsight

Workshops - Monday, June  4th, 2018

8:30 am
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 SterneDigital Analytics Association
President
Digital Analytics Association
8:30 am
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 Li
Founder and Managing Director
ClickInsight
1:30 pm
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 had to use your intuition, brainpower and creative thinking to solve puzzles against the clock?
  • Have you ever plunged into an immersive, three-dimensional virtual world?
  • Have you ever delved into the history, science, engineering, genetics, technology and profiles of Captain America, Hulk, Thor and Iron Man to interactively assemble case files on each of the characters and move on to become qualified members of the AVENGERS S.T.A.T.I.O.N.?
  • Have you ever solved a triple murder with state-of-the-art forensic crime labs and dazzling special effects?

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

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
Leader
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience

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

7:30 am

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
8:30 am

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
8:45 am

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
8:50 am

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
9:25 am

We advised, cajoled, and convinced the sponsors of the Marketing Evolution Experience to explain their offerings to you in the most straight-forward manner possible. "We solve this common problem, in this unique way, and we'd really like to show you a demo at our booth." The best ones have their clients present informative case studies. Worth your time.

Session description
9:45 am

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
9:55 am

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
10:25 am
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
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
11:10 am
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
Speaker
Glen PerezTicketmaster
Manager - Analytics & Optimization
Ticketmaster
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
Speaker
Shannon LeonCondé Nast
Senior Manager, Consumer Marketing Digital Strategy & Analytics
Condé Nast
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
Speaker
Priscilla CheungThe Iconic
Marketing Analyst
THE ICONIC
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
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 Shradha 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
Speakers
Shradha CripeIntuit
Sr. Product Manager
Intuit
Dylan LewisIntuit
Analytics Evangelist
Intuit
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
Speaker
Michelle Gosselin
Mobile Analytics Consultant
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
Speaker
Michele KissAnalytics Demystified
Senior Partner
Analytics Demystified
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
Lunch & Exhibitions

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
2:00 pm

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

Our Gold sponsors only have a few minutes each to tell you everything there is to know about what they're giving away at their booth and why you come and get a demo. Don't blink!

Session description
2:50 pm
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
Speaker
Jon MeckLunaMetrics
Director, Marketing & Training
LunaMetrics
Track 2
Digital Analytics 3

Attend any conference and you hear people say that the best and most informative discussions happened in the bar after the show. The conference was MEE's predecessor, the eMetrics Summit, the bar was ... multiple, and the attendees were Michael, Tim, and Jim Cain (Co-Host Emeritus).  After a few pints and a few hours of discussion about the cutting edge of digital analytics, they realized they might have something to contribute back to the community. In August 2017, Moe Kiss had a momentary loss of sanity and joined the show as a co-host to ensure a persistent perspective from Down Under. This time - all three are in one place for what might be the 90th episode featuring these deeply experienced, massively informed, and sometimes cogent characters. You hear it here first.

Session description
Speakers
Michael HelblingSearch Discovery
Analytics Practice Lead
Search Discovery
Moe KissThe Iconic
Product Analyst / Digital Analytics
THE ICONIC
Tim WilsonSearch Discovery
Senior Director of Analytics
Search Discovery
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
Speaker
Gary AngelDigital Mortar
CEO
Digital Mortar
Track 4
Marketing Science 3

How does Nordstrom attribute sales, new customers and unique daily visitors from Full Price, Digital and Rack lines of business to digital and direct mail marketing touches? Using an ensemble of models, of course! By implementing a combination of methodologies, Nordstrom data scientists 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 they get marketing attribution results for each customer and order combination. Time-series methods, backcasting for model governance, and more deliver a quality multi-touch attribution production model. You will be smarter by the time Sara is done.

Session description
Speaker
Sara BeckNordstrom
Data Scientist
Nordstrom
3:30 pm

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

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
Engagement 2

MC'ed by Yehoshua Coren / Analytics Ninja

Hungary has hogged the spotlight for the selection of the Golden Punchcard winner for too long... Now, it's coming to Vegas Baby! Demonstrate any Digital Analytics solutions or method of your own that is way beyond the defaults. Anybody can present an idea on how to best use analytics and the winner is chosen by the attending audience. Who decides who's gonna win? The audience! Send your nomination to 2018LV@superweek.hu!

punchcard.jpg

Previous winners:

Simo Ahava published his GTM Tools for Google Tag Manager. The tools are designed, created, tested, managed, and owned solely by Simo Ahava.

Simo Ahava.jpg

Simo Ahava

Conversion Works showed off an experimental technique that unified targeting for marketing, measurement, optimization and personalization, by getting audience/segment data from Google Optimize into Google Tag Manager. How? Kicking off a Google Optimise test that does nothing... but leave a trail. It was, according to Doug Hall, "an experiment to demonstrate the principle and to provoke further thought. I expect this 'trick' to have a short shelf life."

Doug Hall.jpg

Doug Hall

Red Orbit tracked more than 90 on-site events, analyzed more than 10,000,000 data points and built a predictive model to target users better. The result was an 84% increase in revenues and 143% improvement in conversion rate while decreasing advertising costs by 28%.

Red Orbit.jpg

Red Orbit

Session description
Speaker
Yehoshua Coren
Founder & Principal
Analytics Ninja LLC
6:00 pm

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

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 DINNER

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

The Quantie Awards (formerly the Awards for Excellence) are our industry’s way of recognizing the best and brightest 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.

Session description

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

8:00 am

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

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

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
9:30 am

Lowe's Innovation Labs

Speaker to be Announced

How can technology impact the future of business? How do you rapidly build solutions alongside uncommon partners and introduce them to consumers for real-world feedback and iteration? Virtual and augmented reality visualization tools, autonomous retail service robots, and the first store in space are all the realization of narratives that serve as Lowe's strategic guide for building the future. Learn how to direct a narrative-driven innovation to drive disruptive change within a 60-year-old company with almost 2,000 stores. Find out how to measure the success of Innovation.

Session description
10:00 am

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?
Session description
Speaker
Katinya LillyHilton
Senior Digital Experience Analytics Lead Analyst
Hilton
10:30 am

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
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
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
Nancy Smith
President and CEO
Analytic Partners
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
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
Track 1
Engagement 3

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
Track 2
Engagement 4

Are you enthused by the tools you are using today and want to know more about the tools you could be using tomorrow? Are you brimming with ideas about features that would make your favorite tools even more awesome? We've invited Product Managers from major marketing analytics tools companies to sit down with you and find out what's on your mind. Companies like Google, Adobe, Facebook, IBM, Microsoft, and more will be on hand, and wide open.

Product Managers have to juggle development interdependencies, budgets variabilities, timeline revisions, and executive leadership imperatives. But mostly, they depend on the Voice of the Customer to tell them what is and is not 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 very likely that your suggestions will turn into product features in the next release or two.

Session description
12:30 pm

Grab a bite, make a friend.

Session description
Lunch & Learn

Get a detailed demo from one of our sponsors

Session description

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. Men - come to learn how to be a professional ally and improve the working conditions at your organization.

Session description
1:45 pm
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 OwusuEric Mower + Associates
Vice President (Partner), Director of Analytics and SEO
Eric Mower + Associates
Track 2
Attribution 2

How do you measure the results of ~$2 billion in advertising spend? Charlie led the creation of the company's marketing ROI capability and is responsible for marketing mix modeling, multi-channel attribution, media spend optimization and segmented audience planning. Multi-touch Attribution is more than a buzzword and Charlie outlines their technology stack, the science behind the data and what real-time analytics looks like these days - at scale.

Session description
Speaker
Charlie Hinton (Invited)
Assistant Vice President of Marketing Analytics
AT&T Entertainment Group
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
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

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
3:15 pm

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
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
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
Alison LohseConversion Logic
Chief Strategy Officer and Co-Founder
Conversion Logic
Track 3
Attracting Attention 3

Good content makes for good marketing, which makes for good traffic, which means you'll meet your goals. Visitors, readers, fans, donors, buyers... they're all the same. They're after good content. YOU can crate good content, but even better, you can measure which content is good and which is underperforming. And then you can figure start to predict which content is worth producing and which is not. Michael, author, practitioner and consultant, will hand you the keys to making better content decisions starting tomorrow. 

Session description
Speaker
Michael Brenner (Invited)
CEO
Marketing Insider Group
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
Speaker
Sam Charrington (Invited)CloudPulse Strategies
Founder & Principal Analyst
CloudPulse Strategies
4:30 pm

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

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
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
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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