Analytics People and Process - Marketing Analytics Summit

Data visualization is a must, but it’s equally important to engage your audience with a narrative – to tell a story with the numbers. Narratives are more powerful than raw statistics, more enduring than pretty charts, and are better at influence decisions and drive change. Brent helps you master the art and science of data storytelling with frameworks and techniques to craft compelling stories with data and shows how to take the three central elements of data storytelling – data, narrative, and visuals – and combine them for maximum effectiveness. Isn’t it time you transform your insights and data visualizations into appealing, impactful data stories?

Analytics mistakes, large and small, result in bad data, misunderstood reports, faulty analysis, job loss, self-doubt, and thoughts of becoming a pet food taster. Rejoice that your pain is acknowledged and shared and be very grateful that you can dodge a mistake your company is just about to make. Implementation missteps? Yep. Script slipups? Oh, yes. Goals gaffes? More common than you think. Mehwash highlights some of the worst analytics blunders companies have made, how to fix them, and how to avoid making them in the first place. Learn from others’ mistakes is much less painful than making them yourself

Are you using every tool at your disposal to find the gems of insight that will make you look like a Rockstar and propel your department into the next level? Tracking granular level prospect/customer events – action level tracking – combined with CRM data (appending demographic data, offline behavioral data, etc.) can drive super-advanced learnings. Matt shares how to leverage that data into a machine learning model or take it into Google’s new Attribution beta. He also shows how to tell when you are too deep in the weeds.

“Culture eats strategy for breakfast,” goes the saying and it’s true for experimentation in any size organization. Anil bolsters his deep knowledge by reaching out to the most experienced testing and online marketing experimentation practitioners to reveal what companies large and small learned from mistakes made along the way. He brings back answers to the most common questions:

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