Marketing Analytics Summit Agenda

Workshop - Monday, June 17th, 2019

8:30 am
Full Day Workshop 8:30 am - 3:30 pm

The great thing about analytics is that it tells you what is wrong. The hard thing is that you have to do the work to make things better. What if you could put that data to work automating some of those fixes? This would free you up to do more of the high value work, right?

This workshop will help you discover new ways of using analytics to power conversion rate optimization, improve customer experience, and win more business.

Full Workshop details

Session description
Leader
Mike MoranSoloSegment
Senior Strategist
SoloSegment
8:30 am
Full Day Workshop 8:30 am - 3:30 pm

There is nothing better than a head-to-head A/B test to drive marketing decisions.  A/B tests lead to simple analytics that almost everyone in the organization can understand and act on. If you’ve run at least a few A/B tests, this workshop will show you how to use more powerful analytics tools like predictive modeling to get more insight out of your tests. After reviewing the basics of A/B test analysis, we will talk about testing strategies you can use when you have a very large or very small sample sizes. We will cover a pile of advanced techniques including heterogeneous treatment effects, uplift modeling, causal forests, blocking, matching, and stratification. If this sound like a bunch of jargon to you right now, that’s okay. I will demystify the jargon and help you understand when and why you might use these techniques in analyzing your A/B tests. We will also cover Bayesian approaches to A/B testing including test & roll and multi-armed bandits.

Full Workshop description

Session description
Leader
Elea Feit
Assistant Professor of Marketing
Drexel University's LeBow College of Business
8:30 am
Full Day Workshop 8:30 am - 3:30 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 Analytics Summit
Founder
Marketing Analytics Summit
4:00 pm
Included in your registration: 4:00 pm - 6:00 pm

The Marketing Analytics Summit is going to be transformative and professionally invaluable - but it's going to be Fun too! Private Foodie Tour, Relaxing and Drinks by the Pool or a Private Tour of Las Vegas - what could be better? Cut loose before diving head-first into the world of marketing analytics. See your peers in a different light! (Included in your registration, but sign up is required for individual Activity by June 2nd).

Downtown Lip Smacking Foodie Tour - Are you a Foodie and want to Discover the locals’ favorite destination? Visit the newly revitalized, booming downtown for a taste of true authenticity in independent establishments, with chef-driven, seasonally focused farm-to-table fare and inspired craft cocktails. Guests are treated like VIP with 3-4 signature dishes at every restaurant and a guided walking tour between stops packed with insider information on Las Vegas and the sights along the way. The Tour will be approximately 2 hours with 4 stops.

Pink Jeep – Bright Lights City Tour - Traveling in style is a must in Las Vegas. Attendees will be picked up Caesars Palace in a nine-passenger open-air Jeep Wrangler for a 2 ½ hour tour. The evening’s chauffeur will be your professional tour guide who is an expert on all the magnificent history and urban legends of this exciting and lively town.

There’s no better way to start this Las Vegas tour than at the Welcome to Fabulous Las Vegas sign. This famous sign has made a home in pop culture through cameo appearances in films across decades. Next stop on the tour is driving by the key hotels that helped write the history of Las Vegas.

The past meets the future on the Las Vegas strip’s historic Fremont Street. Guests experience this high-tech sound and light sensation as they stroll down five blocks of video synchronized with music in the vaulted canopy above.

Final stop includes a walk up to the famous erupting volcano at The Mirage.

Fun, Sun & Relaxation at the Pools at Caesars Palace - What better way to set the tone for the days ahead as you relax by the Famous Caesar Palace Pools for a few hours with your industry colleagues! We’ll provide the Cabana’s, the snacks and the drinks and you provide the Suits & Sun block and maybe go for a swim or have a few drinks and discuss the days a head or maybe  just relax & decompress in the sun! The time is yours!


Session description
7:00 pm

Just show up - just like last year - and look for people who look like fun... that's us! This is a coming-and-going party of hungry and thirsty Marketing Analytics Summit attendees and friends. Find that big, tall table in the bar where you will recognize each other by the way you each carefully analyze the Margarita Menu. Enjoy -  But remember, we start early tomorrow, and you do not want to miss the opening keynote! Please drink heavily responsibly. 

Session description

Marketing Analytics Summit - Las Vegas - Day 1 - Tuesday, June 18th, 2019

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
8:15 am

Jim Sterne, Co-Founder of the Digital Analytics Association and author of 12 books on online marketing and analytics, sets the stage. 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!

Session description
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
8:25 am

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

Session description
Marilee YorchakDigital Analytics Association
Executive Director
Digital Analytics Association
8:30 am
Keynote 1

Machine learning and artificial intelligence play a crucial role in modern day e-commerce platforms. In this talk, Kamelia will walk through practical examples of machine learning and artificial intelligence in e-commerce including learning to rank and click through rate prediction using deep learning techniques. She will also explain the requirements of building a culture to enable full integration of machine learning and artificial intelligence with business through experimentation and share lessons learned along the way.

Session description
Speaker
Kamelia Aryafar Ph.DOverstock
Chief Algorithms Officer
Overstock.com
9:15 am
Diamond Sponsor

Stay tuned!

Session description
9:35 am

You walked into a roomful of strangers, but in a matter of minutes, you're going to discover some amazing people. Jim introduces you to experts, practitioners, and people just like you. These are people you'll want to talk to during the break.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
9:45 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 new people, figure out what you each have in common and then immediately text them that you met so you have each other's contact deets. Do not waste your time. It's all you've got.

Session description
10:30 am
Keynote 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: even with a commitment to measurement and analytics, it can be hard for us to translate clicks and impressions into business impact—and this can lead to cuts to our marketing budgets. Mary shows you how to confidently align the right corporate KPIs to marketing activities, while fostering buy-in from cross-functional departments and leadership. 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, Digital Strategy & Analytics
Mower
11:15 am
Engagement 1

From the start in 2002, the Marketing Analytics Summit has been the place to discuss and share our common problems. These are your people – they understand your situation. Often rated the best part of the Marketing Analytics Summit, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network.

Session description
Speaker
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
12:00 pm
Lunch
12:15 pm

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
Sponsored by
Digital Analytics Association
Speakers
Jim Masonebiquity
Sr Partner
Ebiquity
Marilee YorchakDigital Analytics Association
Executive Director
Digital Analytics Association
1:30 pm
Keynote 3

The smartest experts and the latest tools will not cut it without an investment in robust processes. Laura unwraps the riddle of why companies flunk Process 101. (Spoiler Alert: by focusing on cost rather than customer value and revenue.). Learn how heroes reap the value of processes and how to measure the success of your marketing methods. This technique is not just for your email, search, and social marketing campaigns, it also applies to digital analytics, customer experience, voice of customer, segmentation, and testing methods and logistics: all of your strategic marketing. Laura shares how the best organizations map their processes, so you can be constructive the minute you return to your desk.

  • The Central Role of Processes
  • Which Processes Should You Care About First
  • Best Practices of Process Mapping
  • Measurement for Your Processes
  • Tools You Can Use on Monday
Session description
Speaker
Laura PattersonVisionEdge Marketing
President
VisionEdge Marketing
2:15 pm
Two Gold Sponsors
The Session Description will be available shortly.
Session description
Sponsored by
ObservePoint
2:45 pm
Analytics in Real Life 1

Although there are many differences between the for profit and nonprofit worlds, analytics challenges seem to be a common denominator between the two. How do you achieve the tactical and strategic goals of your business? What’s the key to gaining executive buy-in for your ideas & initiatives? How can you transition towards a self-sustaining model for your clients? Joe has been there and walks you through the notable challenges, failures and success he’s faced alongside some crucial lessons learned since waltzing into the analytics world 10 years ago, not knowing an eVar from an NPower or a GTM from a CPM.

Session description
Sponsored by
ObservePoint
Speaker
Joe MiscavigePBS
Director of Analytics
PBS
Practical Analytics 1

Marketing is near impossible without analytics. Analytics is near impossible without statistics. Elea has the knack for explaining statistics to analysts in a way that a) can be easily understood, and; b) can be seriously useful when you get back to your desk. Elea recasts A/B testing in terms of maximizing profit (using a Bayesian approach) rather than old-fashioned hypothesis testing that optimizes for confidence. All you need to know now is that your analysis will become much more straightforward. Relax, this won't hurt a bit.

Session description
Speaker
Elea Feit
Assistant Professor of Marketing
Drexel University's LeBow College of Business
Data Science 1

A Ph.D. in Economics with a lot of experience gleaning insight from data, Paro walks through a comprehensive overview of the disciplines and tools available to those trying to unlock the secrets data has to reveal. Her personal journey from studying and teaching Economics, Business, and Statistics to working as a data strategist in FinTech, and now an aspiring machine learning data scientist provides the backdrop to how different specialties are useful for understanding and visualizing data, building predictive models, interpreting the results, and convincing stakeholders to take action. Paro makes sure you know which tools are right for which tasks.

Session description
Speaker
Paromita Guha Ph.D
VP of Enterprise Data Strategy
Undisclosed FinTech Startup
3:30 pm
Break in the Exhibit Hall
4:15 pm
Keynote 4

Web marketing certainly isn't going away, but four forces are combining to radically change how we've approached our work the last ten years vs. how we'll have to in the decade ahead. Google's removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the "best practices" of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we'll need to know to stand out in the years ahead.

Session description
Speaker
Rand FishkinSparkToro
Founder
SparkToro
5:00 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. Also - remember that tool you heard about? Go get a demo!

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 analytics enthusiasts 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 tomorrow so... you know.

Session description

Marketing Analytics Summit - Las Vegas - Day 2 - Wednesday, June 19th, 2019

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?
  • Which of the vendors on the show floor should I check out?
  • Which sessions do you most want to see today?
Session description
9:00 am
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
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
Sponsored by
diwo
9:30 am
Keynote 5

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
10:00 am
Engagement 2

It's wonderful that there's such a great variety of subject matter at this Marketing Analytics Summit, but you really want to talk to people about ________.  Now's your chance. Post your favorite subject on the BIRDS OF A FEATHER TOPIC BOARD at the back of the keynote room and identify a table where you can be found. All topics will be listed on the big screen, so you can find your like-minded colleagues for an in-depth discussion about that which is keeping you up, holding you back or making you crazy.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
10:45 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
11:30 am
Analytics in Real Life 2

Congratulations on implementing your new analytics platform! Now what?

  • How do you grow your impact on the organization as fast as possible?
  • How do you anticipate and plan for the obstacles which will be coming your way?
  • How do you get the attention of company leaders early?

It is not good enough for digital analytics to exist as a repository of visit data. Analytics needs to be at the core of decision-making, testing, and product analysis. Neil will review the decisions and failures that brought the team into maturity. Accelerate your own success in analytics by building vision, establishing best practices, gaining stakeholder engagement, and addressing budget concerns!

Session description
Sponsored by
ObservePoint
Speaker
Neil MoreeLendingTree
Director of Digital Analytics
LendingTree
Practical Analytics 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
Data Science 2

We all love data, even though it's a distraction from focusing on Information. But what is Information? In this talk, Matt introduces the wonderful world of Entropy and defines Information. With a gentle introduction to Claude Shannon's Information Theory, Matt reveals how to take your analytics career to the next level.

Session description
Speaker
Matt GershoffConductrics
Cofounder
Conductrics
12:15 pm
Lunch
12:30 pm

All Marketing Analytics Summit 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
Speaker
Valerie KrollSearch Discovery
Optimization Director
Search Discovery
1:30 pm
Analytics in Real Life 3

What happens when a practical, comedic, been-around-the-block analyst joins a Silicon Valley startup with an amazing brand, meteoric growth, massive technical scale, and a demanding data-driven employee base? Hilarity ensues. June dishes about leadership, governance, and self-service analytics, told through a series of stories meant to inspire, entertain, and mostly to inform. (This presentation may contain goats.)

Session description
Sponsored by
ObservePoint
Speaker
June Dershewitz
Director of Analytics
Twitch
Practical Analytics 3

Cigna is passionate about delivering category-of-one customer experiences. Jennifer will share how Cigna uses Voice of Customer analytics - statistics, text analytics, sentiment, speech analytics, omni-channel journey analytics and more - to optimize transactional experiences such as website functionality and call center scripting. She will also share stories from the trenches about NPS, automation, reducing time to insight and evangelizing CX metrics. Jennifer is an engaging speaker and attendees are guaranteed to take away at least one actionable idea for leveraging Voice of Customer data to drive business outcomes.

Session description
Speaker
Jennifer Veesenmeyer
Head of Voice of Customer Analytics
Cigna
Data Science 3

Moe shares the most valuable analytical technique she learned from her time in government – ACH. Often, confirmation bias (the tendency to interpret new evidence as confirmation of one’s existing beliefs) railroads an analyst’s findings. ACH draws on scientific methodology, cognitive psychology and decision analysis to avoid this analytical trap. The strength of ACH is that it is difficult for an analyst’s natural biases to influence the outcome of their analysis. Moe teaches how to build your own hypotheses matrix and set up to disprove hypotheses using a case study. And yes, she’s applying ACH to her work at THE ICONIC, Australia & New Zealand’s largest online retailer.

Session description
Speaker
Moe Kiss
Analytics Consultant and Digital Analytics Power Hour CoHost
2:10 pm
10-minute transition between sessions
2:20 pm
Analytics in Real Life 4

Harnessing data in today’s business environment can be complex and confusing. Organizations need a data strategy to guide them. The days of a monolithic, one-size-fits-all data strategy are long gone. Organizations must be nimble in their approaches, willing to accept challenges and failures, and adapt to the real-time pace of changing consumer behaviors, multiple marketing initiatives, and pressure to achieve operational efficiency amid ever growing volumes of structured, semi-structured, and unstructured data. Thus the need for an Executable Data Strategy that helps companies by breaking down data strategy into its component parts and enabling an agile approach to assembling the necessary requirements for using data with purpose. 

Session description
Sponsored by
ObservePoint
Speaker
John LovettSearch Discovery
Senior Director of Data Strategy
Search Discovery
Practical Analytics 4

A data pipeline is not just for piping data to a warehouse. It's now easier to get data from tool to tool,  improving your customer identity attributes, tracking key stages of the customer journey, and retaining context from one tool to another. But that's just the start. Dan describes how to send new attributes downstream to various tools based on logic and segmentation you build. 

Session description
Speaker
Dan McGaw
Founder & CEO
EffinAmazing
Data Science 4

Don't have nights and weekends to rework your personal budget to drop out of the workforce for a few years and return to school full-time to learn Data Science?? Yet, you'd love to start doing some data science? Tim is here to lend a hand. He describes why and how he started doing more data science while remaining an analyst at his core, and what he has learned along the way. The real fun starts with examples he shows - in a way you can try them out on your own data, very easily, without writing a line of code. Tim's cases are real-world and hands-on, so you can log into your Google Analytics account and follow along. Yes, you'll also get the code (including an explanation of the statistics that are in play and why they matter) separately. Practical, tactical and voila, you can add "Data Science" to your LinkedIn profile.

Session description
Speaker
Tim WilsonSearch Discovery
Senior Director of Analytics
Search Discovery
3:00 pm

Stretch your limbs; stretch your muscles, stretch out your hand out of your comfort zone and meet somebody. Even better, meet some of the vendors on the show floor before they fold up their booths and slip away.. 

Session description
3:30 pm

Comedy from Yoram Bauman, PhD, “the world’s first and only stand-up economist”.

Session description
Speaker
Yoram Bauman
The world's first and only stand-up economist
3:45 pm
Keynote 6

From Behavioral Analytics, to Enterprise Reporting, to Voice of Customer and now In-Store tracking, Gary has spent almost three decades pushing the frontier of analytics. Along the way, he's failed at almost every aspect of doing, explaining, and operationalizing analytics which leads to a lot of wisdom. Gary looks at some of his key learnings along with what good, state-of-the-art analytics looks like today. He offers up what not to do (and, yes, some of what to do) when tackling Customer Journey Mapping, integrating Voice of Customer with Behavioral Data (digital or in-store), building behavioral segmentations, analyzing Customer Lifetime Value, doing (or forgetting about) cohort analysis, setting KPIs, building enterprise reports, organizing your teams, and talking to C-Suite executives. This is an entire analytics PHD in 45 minutes.

Session description
Speaker
Gary AngelDigital Mortar
CEO
Digital Mortar
4:30 pm

The Digital Analytics Power Hour podcast was inspired by the discussions that occur in lobby bars after hours at conferences like Marketing Analytics Summit (specifically, by MAS's predecessor, eMetrics). For four-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. This  will be recorded with MAS attendees as a live (and participatory!) audience and will explore another important topic of the day.

Session description
Speakers
Michael HelblingSearch Discovery
Analytics Practice Lead
Search Discovery
Moe Kiss
Analytics Consultant and Digital Analytics Power Hour CoHost
Tim WilsonSearch Discovery
Senior Director of Analytics
Search Discovery
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 Analytics Summit
Founder
Marketing Analytics Summit

Workshop - Thursday, June 20th, 2019

9:00 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
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