Marketing Analytics Summit 2023

The Conference for Digital Analytics Trailblazers

Thanks to everyone who joined our remarkable collection of marketing analytics speakers from Microsoft, Disney, Mint Mobile, Johnson & Johnson, Publicis Sapient, Shopify, Amazon, Novartis, Home Depot, the Digital Analytics Association, and more, at the Red Rock Casino Resort and Spa, Las Vegas, June 19 - 22, 2023. Attendance exceeded expectations and we look forward to seeing you all in 2024.

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Digital analytics is so wonderfully granular and revealing! But it’s not the whole story. Yes, there’s a lot of ground to cover from campaign analysis through web analytics, email, and social media to testing. But there are other types of metrics to fold into your analysis that can stretch your brainpan and help you arrive at insights that are even more informed. Jessica maps the landscape of metrics including qualitative/attitudinal research, marketplace research, mix modeling, Business Intelligence, competitive research, customer lifetime value, etc., and offers hard-won lessons about how to broaden your horizons. Her two-decades of experience show how to deepen your conversations with business partners and become even more valuable to your organization.

Experimentation & CRO have held the crown for the most used buzz words in digital marketing for almost a decade now. Now that we all feel a bit more comfortable talking about experiments, starting up programs , and evaluating platforms, it’s time to align reality and future state to a practical North Star. It’s time to understand data, not just be enthusiast about it. Kenya dives into prerequisites for the robust programs that we all seek to support optimization, personalization, ML, AI, and experimentation.

You spend weeks delivering an algorithm, an analysis, or a dashboard only to discover that no one is using it. Not the stakeholders that applied so much pressure, not your peers, not even yourself. We are trained to get to the bottom of difficult issues every day, but how do we create an impact? Anna discusses what last mile analytics are and why they so rarely work. Learn how to assess the impact before getting started, optimize the scope, negotiate with stakeholders, establish appropriate ownership and governance, and organize your teams. This is how we solve business problems and not create new ones.

Retention matters when it comes to phone subscribers (Verizon), streaming service subscribers (Disney), and analytics team members (all of us). Josephine shares how she learned to be a valuable team player, foster loyalty in others, and fruitfully partner with stakeholders. Understanding data sources, tools, and processes are table stakes; now it’s time to up your game on the people side of the equation from partnering with data engineers, to gaining executive trust, and building a strong team. These are the new metrics for measuring success in analytics.