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.
The Marketing Analytics Summit is going to be transformative and professionally invaluable - but it's going to be Fun too! Indoor skydiving, rooftop thrill rides, zombies or a flying trapeze - 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).
Indoor Skydiving - Our most popular Fun Thing last year. It's the thrilling sensation of skydiving, without a parachute or airplane, as a 1,000-horsepower motor keeps you floating, flying, free falling through the air with wind speeds up to 120 mph.
Stratosphere Thrill Rides - Ascend 1,149 feet for the most exciting thrill rides in Las Vegas. Strap into the Big Shot and prepare to be shot 160 feet in the air at 45 miles per hour as you overlook the majestic Las Vegas Valley. Insanity extends out 64 feet over the edge of the Stratosphere Tower at a height of over 900 feet and spins you in the open air at speeds of up to three 'G's. X-Scream propels you headfirst, 27 feet over the edge of the Stratosphere Casino, Hotel & Tower. Try not to scream when you go over the edge — you don't want to scare the other riders!
Part thrill ride, part escape room, part maze and part interactive video game, Fear the Walking Dead Survival features elaborate sets, immersive audio and high-tech motion simulator technology. Upon entering, guests are transported to the world of “Fear the Walking Dead,” set against a temporary military medical facility amidst growing rumors of a zombie outbreak. The attraction features a number of “zones” where guests can face their fears and escape a bloodthirsty hoard of the infected.
Experience the art of the flying trapeze. No athletic ability necessary, just an adventurous spirit and willingness to learn. Exhilarating from the get go!
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
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.
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!
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.
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.
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.
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.
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.
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.
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.
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.
Analyst talent is in demand and expensive! How do you hire, build, and develop a high-functioning analytics team in times of constant change? Hear from industry leader and Digital Analytics Association (DAA) Board President, Rusty Rahmer about successful tips and tricks for building a successful and talented analytics team that focuses on data-driven, actionable insights. Learn how to create a highly talented and engaged community of analysts, and a unique approach to solving talent sourcing, training, skill building, credentialization, and continuous education.
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.
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.
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.
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!
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.
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:
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.
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.
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.
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.
Congratulations on your new analytics platform! Now what? If you’re getting started with your digital analytics function, or want to take it to the next level, the hurdles are huge. Mike outlines how LendingTree rebuilt their team from the ground up into a driver of real organizational value. Mike reviews the choices & challenges along the way, sharing the learnings that can accelerate your path to success including building your vision and your roadmap, best practices for a solid data foundation, and stakeholder engagement. Want to create a self-service culture? Deploy employee resources? Maximize value from implementation & platform choices? Mike's got you covered.
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.
A modern marketer does not have to be a data scientist to benefit from the latest tools and techniques. But one does have to have a solid understanding of what they are, how they work, and who can help you make them work. Matt describes the variety of advanced methods available to the discerning marketer and reveals the seven secrets to making the most of mathematicians. From marketing data management to fundamental statistics, from testing essentials to hypothesis development, and from organizational readiness to agency partnership, Matt sets you up to succeed with everything from predictive analytics to machine learning.
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. Hear Shubhra's story of 22 years in analytics. Men - come to learn how to be a professional ally and improve the working conditions at your organization.
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.)
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.
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.
Experimenting with your approach to attribution allows you to bend the data to your will and allows you to use the methods that make the most sense for your industry and enterprise abilities. Katie reviews rules-based like you'd find in Google Analytics, statistical analytics used for ad-hoc, pre-post testing and A/B testing and then dives into an example using R code for Markov Chain attribution. If you want to come to grips with the customer journey, these are the best ways forward.
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..
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.
“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.
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