Marketing Analytics Summit 2022 Virtual

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?

Google Analytics 4 was designed to help marketers understand user behavior in a world of restricted and blocked cookies.  This workshop will cover three topics that every Analyst should know about Google Analytics 4:

• What problems was Google Analytics 4 designed to solve with prior versions of Google Analytics?
• Implementation tips and tricks to make sure your data is collected and appearing properly in reports.
• How does Google Analytics 4 fit into the larger Google stack of products, and how will the role of an Analytics tool evolve in the coming years?

June 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.

Data Scientist: One who spends 80% of their time cleaning data, 5% analyzing data, and 15% complaining about the 80%. Is there a solution?? This chain reaction session is made of  brief conversations between pairs of panelists as the discussion unfolds. Jim interviews Dylan. Dylan interviews Liz. Liz interviews Barr. Finally, everybody joins in the conversation with Jim moderating questions from….you!

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.

Hear Customer Success Architect, James Burnham, share ways to create digital experiences that keep your customers coming back for seconds. He also shares tips for:

• Reducing churn by driving proactive advertising for high risk customers
• Increasing engagement with customers who are most likely to purchase
• Using predictive insights to fuel loyalty campaigns

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.

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.

Digital transformation is just one of the digital buzzwords buzzing around. But what exactly does digital transformation mean for a business? There is no one-size-fits-all solution, so how should organizations approach this overwhelming effort? Mehwash highlights what digital transformation is as well as provides a proper roadmap to reshape and rethink the way you collect your data.

This year has brought a cascade of privacy changes across multiple channels.  Be it regulation or technology change, everyone is affected in many ways. Cory highlights major changes that impact data collection ranging from email to regulation.  Learn how your programs are likely affected and come away with the ability to adapt to the second wave slated for 2022.  There are so many changes in play since last year’s Marketing Analytics Summit – don’t get left behind.

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.

You know Adam from his dedication to Adobe Analytics over the years. He knows how analytics works in marketing. But in today’s age of digital transformation, it is more important than ever for product teams and marketers to work together. More often than not, these two groups don’t communicate or even have hostile relationships! Adam joins with digital product expert John to explain why product and marketing should work together. They share real-world examples of how this type of collaboration can help improve the overall organization.

If you have to transition from Google Universal to GA4 and that requires a whole new implementation, then you should be considering other tools as well. So, what’s the difference? After spending years as an Adobe implementation expert and consultant, Sharon picked up the task of advising clients how to transition from GA Universal to GA4. She is uniquely positioned to compare and contrast the two and drops some significant knowledge on the best approach to implementation regardless of the tool you use. Spoiler alert: the focus is on long term data driven culture – not simply data collection

Jim promises he will wrap and not rap.

Marketing, sales, data, technology, operations, strategy…oh no – this won’t be political at all will it? Working on cross-functional initiatives where everyone seems to have their own agenda and opinions can be dizzying, let alone impossible. Not to mention the need to scale interdependencies. Leading cross functional initiatives and driving partner alignment take certain skills – and a few tricks up your sleave, Dawn shares tales of collaborating and engaging with key stakeholders, and tracking and managing complex interdependencies. How do you get everyone to reach towards the same vision?

Personalizing your marketing campaigns for one customer is easy, but how about one hundred customers, or better yet – thousands of customers across multiple marketing channels? Artificial intelligence (AI) as part of your martech stack can help you work smarter, not harder – allowing you to give each and every customer a unique experience.
No matter where you are in your personalization journey, we want to empower you to reimagine your marketing strategy. In this session, you’ll learn:

• How to leverage AI take the guesswork out of your marketing strategies for good
• How to use data-driven insights to optimize your campaign performance with a 360” customer view
• A crawl, walk, run approach to personalization to craft meaningful experiences that drive customer value
• How one brand boosted its sales by 30%, repurchase rate by 27% and return-on-ad-spend by 69% with an insights-led, personalized marketing approach

Do you know why your international marketing efforts or websites are less effective? Why some almost-closed deals go awry? Are you paying attention to differing cultures? Perhaps the Cost of Acquisition is too high due to a lack of trust from a potential customer. You can build trust at a very early stage (right on your home page), but this trust is entirely dependent on the culture of the visitor. Geddy shows how to use analytics to reveal the cultural differences of your international web visitors – and the impact on conversion.

So often, we think we need to measure EVERYTHING in analytics. This introduces noise into your signal, mixing wheat and chaff, stopping you from seeing the wood for the trees, mixing metaphors, and will not get you a promotion. Third Party data has always been subpar in terms of utility – and it’s getting worse – so First Party data is our new BFF. But the mixed blessing is a temptation to be a bit too … clingy. Don’t overdo it! To build a healthy relationship with your First Party data, you need a range of actionable tactics for managing expectations regarding ethical data collection, appropriate workloads, and activation. You’ve come to the right place: Doug is a Man with a Plan. Let’s get you promoted!

The world has become more connected and there are many exciting new business models emerging in professional services and new ways to connect with other professionals all around the world. That creates opportunities for CBM (Community-Based Marketing) A B2B community is a group of professionals drawn together by a shared interest and held together over time by mutual support or benefit. But how do you measure its success? What are the positive vital signs of a community-powered market network?

While overwhelmed by compliance, and menaced by the cookie apocalypse, some brilliant minds are working on the next wave of martech/adtech solutions where privacy-by-design (and by default) are at the core of their offerings. Stéphane, a veteran of the digital analytics industry and a long-time speaker at MAS, covers privacytech lessons learned, solutions discovered, and a future envisioned.

A recap of Jim Sterne’s three-hour workshop:

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?

Matt and Tim discuss the fallacy of the funnel, the absurdity of attribution, and the tragedy of targeting. Can you calculate the point of diminishing returns and determine – once and for all – that it simply costs too much to put the right ad in front of the right person at the right time? Caution: Matt and Tim have been talking about this for five years.

Businesspeople have corporate, departmental, and project goals which form the foundation of the analytics effort. But then come the endless stream of ad-hoc questions. How do you transform a business need into instructions for data engineers? Gurleen shares her experience with specific examples. Set formulas? No. Calculated tactics? Oh, yes.

The value of experimentation is learning and insights; building a body of knowledge to make smarter business decisions–faster. To scale at speed, you’ll need to analyze your analysis to identify experimentation program inefficiencies, trends and patterns in the data, and new areas of opportunity and exploration. Shanelle shares findings from her time scaling an experimentation program in the messy middle between small business teams and enterprise-level business units. Learn how to analyze your experimentation archive to extract insights from your insights.

Several European data protection authorities ruled that the use of Google Analytics is illegal in the EU. 

• What is the backstory behind these decisions? How will they impact digital marketing?
• Will these decisions affect US-based companies?
• How to configure your analytics to mitigate the compliance risks?

Data Engineering, Data Science, and Marketing unite to identify the features QuickBooks customers are looking for and highlight them. Hussein and John share the story of building,  personalizing, and testing machine learning-based recommendation models in AWS. 

They discuss:

• Best practices for team coordination (who does what)
• Confirming the model works (how good it is)
• Leveraging internal expertise (when data isn’t enough)

Learn how a multidisciplinary team generated a three-fold increase in conversion for the QuickBooks International team, and how it can be a huge win for you too!

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

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 Analysts
• Business owners
• Business development managers