Marketing Analytics Summit 2021

#IamRemarkable is a worldwide Google initiative that strives to empower everyone, particularly women and underrepresented groups, to celebrate their achievements in the workplace and beyond.
During the 90-120 minute workshop, you will learn the importance of self-promotion in your career and be equipped with tools to develop this skill. Participants will be invited to challenge the social perception around self-promotion.
See full details here: #I Am Remarkable

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.

Key Takeaways

•             How Machine Learning Works for Marketing
•             What Machine Learning Cannot do for Marketing
•             How to Onboard AI and ML into Your Organization

This workshop is for marketing professionals who are comfortable consuming analytics outputs, but must now face a new, educational learning curve.

This workshop is for data scientists to help them understand the problem the marketing department is trying to solve and the available data sets.

This workshop is for marketing managers who must respond to the C-level insistence that the marketing department “get with the times” (management by in-flight magazine).

This workshop is for those who need to survive in these changing times even though they are not data scientists, algorithm magicians, or predictive analytics statisticians.

BigQuery is one such data warehousing system provided by Google. Google Analytics now sends data to BigQuery and once it is there you can use SQL. Anil dives into the latest GA has to offer, some insights about navigating BigQuery, and the ins and outs of SQL that every analyst should know.

What you will learn:

• What BigQuery is and how to set it up
• How to send Google Analytics 4 data to BigQuery
• The structure of data in BigQuery
• BigQuery vs. relational databases like SQL Server, MySQL etc.
• Common queries to pull the required data from BigQuery
• How to bring data from various sources into BigQuery
• How to send data to Google Data Studio for further analysis.

Who is this for:

• Marketers
• Web & Digital Analysts
• Marketing Analyst
• Business owners
• Business development managers

“No matter how big your data, you must master communication though 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 and change how teams work together.

This workshop is more than amazing ideas you can put into action immediately. The exercises build your confidence with practical ways to improve your visualizations and make it easy to see insights.

Are you ready to transform how your organization makes decisions and takes action?

LANGUAGE OF VISUAL COMMUNICATION

The building blocks of visualization

• An introduction to your brain
• Understanding the six core traits
• Deep dive on properly using color

Stories you may need to tell

• Trends and Relationships
• Comparisons, Range of Values
• Differences, Targets vs. Actuals
• Contest:@Ninja

DEVELOP YOUR ANALYTICS STORY

• Step 1: Ask the Magic Question™
• Step 2: Transform to Action-oriented
• Step 3: Develop the main ideas
• Step 4: Arrange the storyline
• Contest: the Gauntlet

COMPOSE YOUR ANALYTICS STORY

• Storyboards: Learn the three secrets
• Exercise: Yes, you are creative!
• Exercise: Viz Listener’s Worksheet™

DecisionViz helps you become a great communicator of data

Companies spend a tremendous amount of money and time on big data and visualization technology – then the investments have limited success or completely stall. They don’t give much thought to how people will use these new capabilities to drive decisions and take action. To make big data successful requires elevating teams with new skills in data visualization, turning data into stories, and changing how business and IT teams work together.

Google’s recent announcement that the new Google Analytics 4 properties (GA4) are the new standard moving forward means a complete change to everything you used to know about GA; a new UI, a new data model, and new features.

In this workshop, Charles teaches you everything you need to know about getting started with GA4 by providing you real, hands-on experience that you can immediately take back to your own business.

Introduction to Google Analytics 4

• How it is different than Universal Analytics (GA3)
• Walk-through of UI
• Overview of New Features (BigQuery, Funnels, Pathing, etc.)
• Attendees will get hands-on experience with:
• Implementing GA4 with Google Tag Manager
• Enhanced Measurement (and how to customize)
• Audiences and audience triggers
• Create/Modify events features
• Conversions

Instructor:

Charles is Head of Innovation at Adswerve, a leading consultancy working with agencies, analysts, and marketers at all levels to unlock the full breadth of the Google Marketing Platform and Google Cloud. He is deeply experienced with Google Analytics, having performed hundreds of Google Analytics 360 implementations and trainings across the globe for enterprises including GoPro, Starbucks, and Glassdoor. He has received an award of excellence for contributions to the Google Analytics partner community. Charles can also be found as a leading contributor around GA4 properties on Measure Slack, Twitter, and his blog.

It’s getting harder and harder for true insights to stand out from the noise. You and your organization are passionate about solving your clients’ and customers’ problems with top-flight analytics deliverables, but when it comes to telling the data stories that matter, however, something feels like it’s missing. Your audience just isn’t getting it. 

Your data deliverables must clearly and accurately communicate what happened, why, and what to do about it or they lose faith that they can make informed decisions. The relationship becomes tenuous.

The problem? Data practitioners typically aren’t equipped with the data storytelling tools and skills that surprise and delight clients and motivate them to take action. Analysts often don’t know which data to show, which chart to choose, or how to emphasize important insights so they can be understood, remembered, and acted upon.

This workshop closes this gap and gets you the results and recognition you deserve.

PHASE I: CONCEPTUALIZE YOUR PRESENTATION

Connect with your audience so they will be much more receptive to your message. This requires thoughtful research into their deep desires. Learn audience needs assessment techniques and a robust presentation planning framework that works.

PHASE II: VISUALIZE YOUR DATA STORY

Lea’s proprietary PICA Protocol™ is a prescription for healthy, actionable data stories. It includes the anatomy of a healthy data viz, a full framework for visualizing analytical narrative, as well as alternatives for avoiding the most common data visualization mistakes.

MEET YOUR INSTRUCTOR

Lea Pica is a data analytics practitioner turned Data Storytelling Advocate who teaches presentation and data visualization to thousands of digital analysts, data scientists, and marketers around the world.

She hosts the popular Present Beyond Measure® Show Podcast and blogs at LeaPica.com. Lea is also the author of an upcoming data presentation book (Summer 2021) and the creator of the PICA Protocol™, a practical prescription for delivering story-driven data that informs decisions, spark ideas, and drive change.

Lea is a seasoned digital analytics manager, social media marketer, and blogger with over 13 years of experience building search and analytics practices for companies like Scholastic, Victoria’s Secret, and Prudential.

She is a frequent headliner at live and virtual conferences around the globe such as Digital Summit, Digital Analytics Hub, MeasureSummit, SearchLove, Virtual Analytics Summit, ConversionXL Live, Domopalooza, DAA Symposia, Web Analytics Wednesday, and Marketing Analytics Summit. She’s shared the stage alongside speakers like Rand Fishkin, Krista Seiden, Wil Reynolds, Michele Kiss, Jim Sterne, Adam Greco, Tim Wilson, and many more revered digital marketing and data analytics thought leaders.

From setting up your tools and tags, to gaining stakeholder buy-in, and most importantly, determining how to act on test outcomes, you must expertly balance art and science to make sure your testing program is successful.

But your job isn’t done yet.

How do you map out the methodological design that supports de-risking important business decisions?

How do you convey the story of each experiment to your product or marketing teams to drive action from test outcomes?

And if you have high test velocity – How do you find the time to make a full presentation and read-out meeting for each test?

Stop wasting precious time–focus on your high value work! 

In this workshop, as a large group and in small breakouts, we:

• Walk through the test life cycle to demonstrate how up-stream decisions, experiment design, and planning add to the narrative of your results presentation
• Master the tool agnostic formula for tailoring a business-outcome focused dashboard
• See the tool agnostic template in practice through a client case study in Adobe Workspace
• Learn how to make this process repeatable to drive meaningful, long-lasting business impact.

About Your Instructors

Valerie Kroll

Julie Shallman

Organizations are being forced to transform. It’s no longer a decision that’s being debated at the top tiers of management. The time has come. Organizations need to embrace digital experience analytics transformation and understand the gap between the customer experience they are delivering and the experience their customers expect.

In this workshop, we’ll cover how you can traverse the path from data to insights and how your organization can embrace the changes required to achieve digital experience analytics transformation. You’ll come away with the building blocks for a future-proof digital measurement framework and the foundational pillars to drive transformational change within your organization.

We will answer the following questions:

• What is the Digital Transformation Opportunity?
• What is Experience?
• What is Digital Experience Analytics Transformation?
• How can I audit my current capabilities?
• How can I take this forward in my organization?

The great migration has begun. People with unique analytics talent have recognized that if they can work from anywhere, they can work for anyone. How do you find good help and keep them engaged?

If you’re responsible for managing a team of digital analysts (or want to), get some practical advice from those who have been there and done that. Jim has interviewed dozens of Digital Analytics Managers, Directors, Vice Presidents… and frontline analysts who wish their bosses had a clue.

Learn the tricks and traps of interviewing, onboarding, and retaining top talent. The department you save may be your own.

• What is the Impact of the Pandemic on Employee Turnover?
• What’s Really Driving Them Away?
• What Keeps an Analyst Engaged?
• Do You Know Their Personal Goals?
• What Simple Tricks Can Make Your Team Cohesive?
• How Do You Shift from Managing Them to Managing FOR Them? 

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!

June challenges you to participate beyond these few days by spelling out what the DAA stands for (hint: Digital Analytics Association). She introduces retiring Executive Director Marilee Yorchak, and new Executive Director Kim Mosely who describes how to can get involved to help advance our profession – and your career.

Web analytics is now ~25 years old. That’s old enough to get adult car insurance, have seen a bit of the world, and realize that maybe you don’t know everything. If you’ve been in the industry for a couple of decades, you helped make us what we are today. If you’re new to digital analytics, you’ll want to know if you’re in the right place. In keeping with Seth Godin’s perspective on tribes and cultural norms, Jim paints a picture of our tribe of Digital Analysts: who we are, what we represent, and how we got this way.

“83% of companies are rethinking what it means to deliver superior customer experiences in light of the new hybrid digital/physical engagement model” (Futurum Research, Experience 2030).

As the boundaries between human, digital, physical, and virtual realms start to blur and CX becomes more immersive; the technologies fueling the next generation CX must deliver a turbo-charged level of speed, scale and intelligence. The increasing amount of data and expanding customer touchpoints have converged to make it almost impossible for humans to keep up with the sheer volume of operational and customer decisions that must be made every day.  Decisioning, infused with real-time data and analytics is rapidly becoming a must-have for successful CX organizations.

In this session, we will discuss:

What is automated decisioning and why it is so important to the future of CX

How to turn data into context to feed real-time decisions

How to ensure that AI and analytics play the appropriate role in automated decisioning

Challenges marketers face in automating decisions and how to overcome these

It has never been both easier and more complex to create value with the data we have inside organizations. But things ranging from ITP, over Cloud to Google Analytics 4 ensure business is very far from usual and the direction for the future is filled with unknowns. We’re seeing a change in our use of analytics to match these changes in the world around us.

With the new speed of data, the blessings of machine learning, and new ways of tracking where we focus on live predictive signals, we can regain control in a new and better way. These signals can facilitate a change of focus from reactive reporting to complex, live activation across channels by supporting the users’ current step in the customer journey.

This session is a journey into a future that is already here and Steen offers a map that gets you to the summit in in one piece.

Attribution has been top-of-mind for advertisers during the last few years. And while we all agree that a Last Click model simply doesn’t deliver on the promise, why is it still the most used model? Trusting Machine Learning has been hard for many organizations, especially those without exabytes of data. Mariia is a frequent Marketing Analytics Summit and now a Google insider who provides an attribution refresher and then reveals how Machine Learning algorithms can help you grow your business with proven multi-touch attribution. All it takes is a willingness to take on a new technology and some traditional change management.

After several false starts, Europe’s leading perfume and beauty platform radically changed their operations to foster self-service, putting structures in place to cater to different demands at a higher speed. It started paying off right away in terms of more engaged stakeholders, more data-oriented questions, and ease of onboarding (thank you video training!). Yael shares the story of their approach, what works, and what did not… as well as a few surprises along the way.

Yehoshua promises a dynamic and fun dive into the strategic and technical realms of digital analytics by this well-known, highly rated speaker who does not definitely know what he’s going to talk about at Marketing Analytics Summit this year but is definitely sure not to disappoint.  He even wanted to use Comic Sans font in this session description to show just how enjoyable this talk is going to be, but we at the Marketing Analytics Summit do, after all, have our standards.

What happens if you grow from a “one person unicorn” to a “two man show” and want to expand into a bigger team? Till takes you on a journey from start-up to scalable working environment, which is not finished yet, and perhaps never will be. He addresses lessons learned, why a cross-functional team brings a lot of value into an organization, why you need to change your leadership mindset, why the hell do you have to use the word agile in this context?  … and more.

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.

Data moves fast, digital moves faster. Equally valid choices regarding new skills and ever fragmenting specializations compete for time. The opportunity cost of the wrong choice is ever present. Maintaining focus on professional development and career can seem a luxury. Take a pause with Sharon Flynn on lessons learned half-way through her climb to the C-suite and how to map your journey forward.

Courtney tells tales about messy digital marketing data and offers tangible advice on how to overcome it to provide accurate measurement and build a consultative trusting relationship with the client.

Everywhere you look, Customer Lifetime Value (sometimes referred to as LifeTimeValue) is popping up. How should you make the best use of this metric? Allison dives into what CLV actually measures, three ways to use it immediately to improve your marketing, and one dirty little secret no one is talking about. Learn how to use CLV to choose which UX changes to make first; how to use CLV to understand channel performance, propose a marketing budget… and maybe even ask for a raise.

Does your organization struggle with combining data from different tools in one central place? Can you understand how your customers interact with your different products through different channels? Do you currently interact with your users through different channels such as push notifications, mobile marketing, email, A/B testing, search, display, and internal promotions? If yes, then this presentation is for you! Chris reveals how ViacomCBS is solving the issue of cross device attribution, retention, and product enhancements by capturing data from disparate sources, bringing that data together and analyzing it to better understand their customers at all touch points.

Privacy laws and privacy conscious browsers are creating an ominous tension with martech/adtech vendors who are pushing the envelope to the limits of compliance. Stephane lays out the need to put the humans about whom we collect data at the heart of our decision-making processes in order to bring ethics front and center. Thinking through the potential impacts of our data collection and utilization should not be a last-minute patch but a concerted effort to build online trust, empowering individuals and creating strong brand relationships. Learn Stephane’s list of tenets, guiding points, and advice on how no consent means no tracking, the art of privacy by design, and putting the customer in control. If you don’t feel uneasy about the dangers of data collection, you haven’t been paying attention.

Many organizations are hyper-focused on creating and implementing data management and governance programs to ensure high-quality data is accessible and consumable by the business. As companies advance their modeling capabilities, they will need to go through a similar process. Models also need to be treated like valuable, long-living, highly available assets. Rehgan goes through the different components to consider with building a model management and governance program, how to monitor risk as you scale the program, and the additional capabilities you will need to support it.

Jim promises he will wrap and not rap.

Here we go again! Jim point out some highlights of the day.

Deprecation of 3rd party cookies by major advertising platforms is upon us.  Why is this happening?  What does it mean to your company? What can you do to prepare? In this session, Tom maps out the key elements necessary for success and pinpoints ways that those in the trenches can make a difference.

Customer data is the key ingredient to driving loyalty and retention. Why? Because you can only proactively identify and target high-risk and high-value customers when you have a complete and accurate picture of your relationship. Join Digital Strategist of Tealium, James Burnham, to learn how to create digital experiences that keep your customers coming back for more while simultaneously gleaning powerful analytics and insights!

The simultaneous movement of two eyeballs is called a saccade and the average saccade lasts from 10-100 milliseconds. What can you learn about somebody in that short a time with eye tracking? How else might you track emotions? What might neuro-control of data requests tell you? Do you know how to get the most out of reactive/AI generated dashboard design? Elizabeth take us on a tour of outside-the-box metrics to expand your horizons..

From connecting web and app analytics, to layering in all the other CRMs, IoT devices, e-mail campaigns etc.,  Mai reviews the advantages and challenges of mobile analytics in this digital transformation era. She lays out a plan for digital analysts to transition from siloed reporting to dynamic, powerful, user-centric analytics that enables acceleration of digital transformations. Mai walks through examples and use cases of cross device integrations and shows how to win micro-moments across the user journey. Learn how to stitch together a story that leads to actionable insights and , in turn, successful transformations.

This presentation takes a no BS, enlightening, and humorous approach to working in business. It includes vital and practical tips gleaned from working with various managers and teams – good ones and otherwise – over 2 decades. These tips may seem obvious when you hear them, but it’s amazing how infrequently people practice rational behavior for the good of their organization – be it a dyad, team, or organization. For example: Manage up, knowledge down. Keep your management informed and updated so she/he/they know you’ve got your responsibilities under control; subsequently you’ll be recognized as competent, so manager doesn’t have to waste time babysitting.

JavaScript has become a full-blown data collection paradigm. Tools like Segment and Google Tag Manager’s Server-side Tagging make building a server-side data pipeline accessible to everyone and not just cloud engineers and BI consultants. Simo discusses the paradigm of server-side tagging where the main burden of data collection and processing is left to the server to handle. This introduces amazing opportunities for data governance, but it is also burdened with opacity of the data flow and the opportunity for bad actors to flourish. Be inspired to look at server-side tagging as an opportunity as Simo helps you steer around the common pitfalls that come when planning the migration.

From the start (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. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others in this, their hour of need.

Ella delves into the upside of creating a core team of analysts to better serve an enterprise. She shares stories from her own experience, providing tips, guidance, and first-hand examples of strategic tactics and successful outcomes. Think a Federated model is better? Come learn about the other side of the coin.

External browser privacy initiatives factors have a big effect on your analytics, optimization, and paid media programs. Cory provides a brief history how we got here and then brings you up to date on the major industry changes since last year’s Marketing Analytics Summit (feels like a lifetime!), and a look at what may be coming. He offers up ideas for how to adjust to this changing landscape and gifts you with a list of resources so you can stay abreast of unrelenting changes.

Kevin has acquired a few scars from his thirty-three years in the trenches. With his hands firmly on the data and pockets full of insights, he struggled getting this company to recognize the immense value he brought to the table. And then he saw the light – and is here to share it with you. You possess the information necessary for your company to be successful. Only one thing is missing … the bridge between what you know and the Leaders who can turn it into action. That’s the job of the Chief Performance Officer who communicates customer findings in a way that causes leaders to take action. Kevin gives you the tools to be the ‘CPO’ at your company.

There are never enough hours in an analyst’s day! Michele shares a few random hacks and time-saving techniques, to help you maximize your day. These include cool uses of tools like GA or Adobe Analytics, spreadsheets, data viz solution, automation, or SQL.

Adib gives us a window into how LinkedIn uses analytics to not only navigate, but also thrive in a rapidly evolving professional landscape of ever-growing complexity. He shares his perspective on the key components that empower a multi-faceted business to utilize data effectively in two ways; internally to bring operational rigor, and externally to empower customers to make better decisions. Learn what to keep top of mind when building innovative analytics solutions that prepare you for the future including:
– Structuring your organization to drive impact at scale – without stifling innovation
– Setting up teams for success
– Effectively measuring impact of insights to drive results
– Broadening your audience and impact as a team to drive better decision making
– Managing stakeholders through effective partnerships with teams that depend on analytics

Tag Inspector is a tag auditing and monitoring platform designed for marketing, analytics, and governance pros. If you manage a large site or multi-brand enterprise, Tag Inspector’s comprehensive tag library and suite of auditing functionality provides unparalleled confidence that your data is complete, compliant, and efficient across your organization.With Tag Inspector, you can:Evaluate and ensure all tags are respecting privacy and compliance requirements (CCPA and GDPR, anyone?)

Get real-time validation of your data collection architecture
Quantify the performance impact of each tag loading on your sites
Contact Tag Inspector—or InfoTrust, the engineering team behind the product—today to learn more.

It’s a summary – no rhymes will be busted in the making of this review.

When it comes to the business side of data science, getting buy-in from stakeholders may be more difficult than identifying and interpreting the analytics. Despite the simplest and most digestible visual graphics and reports, it is meaningless if the stakeholders do not see the value in basing their decision on the data. Not only will the reporting be a wasted effort on their end, but it will also be a waste of your time to provide these insights. Carol covers how to:

              1) Quickly identify communication gaps between analysts and business decision makers

              2) Implement actionable steps to overcome stakeholder buy-in obstacles

              3) Tie your insights to stakeholders’ goals and impact their bottom line

              4) Steer data’s influence towards business success

              5) Create a synchronized communication plan and deliver a common, core, analytics message

Learn how to protect your customers, their data, and your reputation by ensuring privacy compliance.

Support your CCPA, GDPR, and other regulatory compliance efforts with 100% visibility of cookies, personal identifiable information (PII) detection, and regular consent management platform (CMP) testing.

Privacy Compliance operates by:
Delivering a full list of all cookies and network requests
Sending alerts when new technologies appear
Revealing what data is collected, by whom, and where it’s sent
Generating customizable approved/unapproved lists

When faced with governance, ethics, tools, methodologies, objectives and more, where do you start? Mohamed dives into a Digital Analytics & Personalization Assessment Model designed to ensure customer centricity. If your organization is going for personalization, pay heed to Mohamed’s stories about how this international, privately-owned energy supplier chose the tools, overcame the roadblocks, and reaped the benefits. Glean the important tips point the way for you to be successful as well.

User consent may appear simple, and it should be, right? But. It’s easy to drop the ball here – which you can’t afford when all aspects of your marketing performance hinge on correct, optimized, incontestable data collection. Doug shares his expertise and a wealth of experience doing this legally and ethically in this fast-changing ecosystem.

•             Why is consent management critical?
•             What is the potential impact on First Party data collection and quality?
•             How do you optimize first party data collection in an era of increasing regulation?

Since the dawn of digital analytics (aka the ‘late 90s’), there has been a clear and frustrating disconnect between the executives who want data and the analysts who create and work with it.  While both groups continue to get closer to each other, we still lack a translation layer between executive needs and analyst efforts.  Jim takes you through the ‘4 Cs of Data’ framework which helps decision-makers better understand and value the entire data ecosystem which will allow their businesses to compete in 2021.

Google Analytics 4 introduces a ton of new concepts, but perhaps one of the most useful for digital analysts is the ability to dive deep into your data with Analysis. The Analysis tool, previously only available to Enterprise clients, allows you to slice, dice, and visualize your data like never before. Learn about backwards pathing, visualizing segment overlap, crafting open funnels, and so much more in this rapid fire session from former Googler Krista Seiden. 

Thought yesterday’s breakout was good? Well hang onto your hat because this time, you and everybody else here are that much more informed and tuned in.

Learn what this gender-inclusive group at the Digital Analytics Association is doing to support gender equality in analytics profession. Amy, Person 2, and Person 3 discuss issues facing women within our profession, sharing resources to help all of us work to improve the situation. Men – learn how to be a professional ally and improve the working conditions at your organization.

Built around a case-study of a global retailer’s effort to bring test & learn methods to merchandising in the store, this presentation delves into what changes (and what doesn’t) when implementing testing programs in a physical environment. Gary describes the overall testing program, examines the results of early tests, shows how store geometry, product placement, product mix, product density, product types and, even display angles were tested. He shows actual pre-post test data and examines some of the unique aspects of non-digital testing including the tendency of physical displays to move around, problems with same-store comparison, and challenges with volume and seasonal imperatives. Gary also illustrates how many common issues in test & learn show up everywhere (getting enough data for confidence, changing too much at one time) and how impactful test&learn methods are when applied to new situations

You may have been captivated by “Competing on Analytics” in 2007, “Keeping Up with the Quants” in 2013, “The AI Advantage” in 2018, or any of Tom’s other books. You know that he keeps his finger on the pulse of data’s value and stories of how the best and brightest make the most of it. Tom returns to the Marketing Analytics Summit by popular demand to present the current state of our profession.

How analytics are creating new strategies for organizations
How to influence your organization’s people, processes, and technologies
How new tools are making analysts even more indispensable

Bringing it all together, tying a ribbon around it, and putting a nice bow on top