Agenda

Marketing Analytics Summit 2024
Sheraton Phoenix Downtown Hotel, Phoenix, AZ

Get a head start on the Marketing Analytics Summit at our ‘DIMSUM X Marketing Analytics Summit’ on June 5th. This pre-conference event blends relaxation with networking in an ambiance enriched with delicious dim sum.

It’s the ideal setting for data enthusiasts and marketing analytics professionals to connect, share insights, and explore the latest trends in Data AI and digital marketing. Join key decision-makers and influencers from various sectors for an evening of meaningful conversations and potential collaborations.

And as a special culinary highlight, we’ll also be serving Peking Duck, adding an exquisite touch to your experience. Don’t miss out on this unique opportunity to network and set the tone for the upcoming summit. We eagerly await welcoming you to this engaging and memorable evening!

When? June 5, 2024 | 6pm – 8pm

Where? GREAT WALL CUISINE, 3446 W CAMELBACK RD #155, PHOENIX, AZ 85017

RSVP here by May 3

Generative AI is different from every computational system we have experienced. GenAI is so much more than a database, a search engine, a calculator, or a rules-based reasoning engine. We now have a tool for improving imagination, creativity, understanding, problem-solving, decision-making, innovation, analytical thinking, critical thinking, emotional intelligence, empathy, communication skills, adaptability, flexibility, logical reasoning, conceptual thinking, curiosity, and open-mindedness. Jim offers some suggestions on new ways to use computers.

Discover how AI is transforming marketing analytics. You’ll explore cutting-edge use cases where AI agents are revolutionizing data pipelines and data-driven marketing, covering:* AI-driven data extraction and loading.* Sophisticated data modeling and reverse engineering.* Comprehensive data discovery and ad-hoc analytics.* Marketing data governance and actionable insights.

You could be home watching old presentations on YouTube – OR – you take full advantage of being in the same room with other, living, breathing analytics enthusiasts. You never know whom you’ll meet, newbies, or people who have been coming to the Marketing Analytics Summit since 2002! Important notes:

1. You’ll only have 2 minutes to tell the person you are face-to-face with your entire life story so practice your elevator pitch.
2. Bring business cards. No, really. If you meet 100 people this week and your only record is a LinkedIn connection, how on Earth are you going to remember who’s who?? A note on a physical business card is a superb memory hack.

Each sponsor gets 2 (and only 2) minutes to tell us their name, what problem they solve, and what they’re giving away at their booth on the Exhibit Hall floor. Jim Sterne is standing by with a stopwatch and a hook!

Most marketing analysts want to work on projects beyond reporting, but most of us don’t have data engineers or an advanced data model to work with. You can elevate your marketing analytics practice to marketing data science using open-source tools. Kate shares real-world examples using KNIME, a free open-source data science platform. She walks through two end-to-end instances (one using Google Analytics 4 and one using Salesforce) to build better automated reporting. Then, she shows how you can employ data science elements to do outlier detection, lead scoring, and ideal customer profile analysis.

Six-Sigma is a set of techniques for improving processes by identifying and removing the causes of defects and minimizing variability. It’s a great method for maximizing marketing and operational efficacy. Deb describes how to integrate Six Sigma into marketing and operational analytics, and dashboard design. Learn how this robust approach enhances value, efficiency, and business success by knocking down departmental silos. Deb illustrates how several Six Sigma tools and techniques can be incorporated into marketing and operations team workflows.

“Why do I need Data Literacy and what can it do for me? I already know how to use data!” While true, perhaps that’s not the case for others in your company or team. Joe shares his firsthand experience in building an impactful data literacy program at PBS.  You’ll gain a comprehensive understanding of what data literacy is, why it’s so important, and how adopting it can be beneficial to your organization (and potentially your own career!).

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.

Generative AI offers incredible potential for marketing analytics, but it also comes with a host of challenges and considerations. Martin explores the good, the bad, and the AI of using generative models. The potential for personalization and optimization must be balanced with the risks of bias and overreliance on automation. Martin offers up real-world examples of successful and responsible generative AI campaigns and discusses strategies for navigating the potential pitfalls.

Retail media is evolving and enhancing advertising analysis capabilities. Dave shares how you can benefit from the latest technology for your whole advertising funnel, even if your brands don’t sell on retail websites. Dave walks through the technical side to grow from “digital direct response” to a holistic, cross-channel approach. This is how to put the technology into practice for results-driven marketing strategies.

Tight marketing budgets provide an opportunity for marketing analytics teams to act as a catalyst for cost-savings and effective marketing strategies. It’s high time for cross-collaboration. Red Hat has a crew of 10 scrappy data scientists from multiple departments who construct upsell, down-sell, and cross-sell models that serve over 75 teams across the organization. Cross-functional alignment is crucial for both the business and the individuals on the team. Greer reveals how you can maximize the impact of cross-functional alignment at your company:

• How cross-collaboration opens doors
• How to structure your team for success through a bottom-up approach
• What the business gets out of a cross-functional project
• What each team member gets out of serving on a cross-functional team

Creating a robust Next Best Action (NBA) model can be tricky. Emma demonstrates some tips and tricks through the strategic use of analytics. Through real-life examples, Emma describes some of the challenges in both analysis and the implementation of a Next Best Action model and shares:

• Guidance on how to approach the analytical side of NBA
• Tips and tricks for a successful model
• Real-life examples of NBA in action
• Pitfalls to watch for in the implementation of an NBA model in the front line.

Digital analytics is undergoing an extraordinary acceleration in new technologies, privacy-by-design trends, and data protection laws enforced in different geographic areas.  Roberto and Matteo go through recent changes in the digital analytics landscape, then focus on some practical solutions to challenges such as blended data in GA4, data anonymization, etc. Learn about “inventive problems” and “inventive solutions” – out-of-the-box solutions to GA4 real-time report issues and a systematic approach to creativity that led to this solution.

Every system collects data differently. And then there’s the switch to GA4, consent mode, cookie deprecation, generative AI… the numbers just don’t align. If you are stuck in the usual purgatory of trying to explain why numbers in one system are different from those in another to client, get trending! Myriam and Sarah show how to use trend analysis to navigate the intricacies of reconciling data variations over time. They use real-world examples give you great communication tools to move forward with trend analysis, avoid the debates in the big meetings about which number is right, and stop letting the data drive all over you.

In today’s complex media landscape, measuring campaign performance includes dealing with hidden or partial information and delayed or infrequent feedback, which can result in incorrect insights recommending the wrong next steps. These are called “wicked” learning environments and can wreak havoc on agile marketing teams and marketers that want to launch, learn, and iterate quickly and accurately. Ely brings 20+ years of marketing and analytics experience to discuss how to survive and thrive as a marketing analytics leader in wicked learning environments. 

• Learn how to recognize whether the environment you are in is “kind” or “wicked”
• Discover best practices on measuring marketing efforts and deriving accurate insights in wicked learning environments
• Learn how the growth of LLMs and AI will impact how we measure marketing performance in these environments

Grab your phone and fire up a recording app. Once paired with another MAS attendee, you have 5 minutes to ask them all about their company, their job, their responsibilities, a dream project they’d love to tackle, an unusual skill or hobby they have, their spirit animal, and what they want to be when they grow up. Need help with questions? Maybe ChatGPT can look at their LinkedIn profile and give you some pointers. Then the tables turn, and you will be in the hotseat to reveal your true self. Next, we share what we’ve learned about our interviewee. This is what sets an in-person event apart from social media.

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 tell you at which (very nearby) restaurant to meet 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!”

What’s scarier than creepy, drooling zombies in a horror movie? Creepy, drooling zombies in your data presentation audience! For analytics and marketing practitioners everywhere, the struggle with presenting insights to bored, confused, and zombified stakeholders and clients is anything but fiction. At the heart of this struggle is a simple yet dastardly villain: not knowing the mechanics for telling engaging and motivating data stories. Lea illuminates the elements that make Hollywood so compelling and how they can kickstart your otherwise dry presentations. With her signature blend of practical, neuroscience-based principles and irreverent “tough love”, Lea will equip you with a fresh data storytelling script that will have your stakeholders finally understanding your insights and shouting “Action!” by the end.

Digital Analytics.Whether you’re using a snorkel to just barely stay above water, or if your Teams’ walk across it…..this session is for you. Tune in as Seer spills the goods on the five Analytics Essentials. This session will prepare you for when your Boss inevitably asks the question….. What’s going on with our Analytics?!? This session will provide a five-fingered framework to give you essentials to answer with confidence. 

Cash Prizes for the winners! 

Assigned teams of 8 meet three times to invent, polish, and then pitch something that the analytics community needs: a tool, a process, a course … it’s up to you. 

• Session A. Invent: 40 Minutes (now)
• Session B. Polish: 20 Minutes (2:25pm this afternoon)
• Session C. Present: 2 Minutes (3:50pm this afternoon)

Extra points for usefulness, cleverness and puns based on the Marketing Analytics Summit (MAS). 

• It’s a new way to measure advertising: MAS Media
• It’s a method for obfuscating personally identifiable data: MAS-quarade
• It’s a tool that creates saintly dashboards overnight: Midnight MAS 
• It’s an ML model for predicting cold medication sales: MASS-a-choo-sets

Winners will be selected by critical acclaim from the audience based on usefulness, ingeniousness, helpfulness, hilariousness.

For lots of companies, the full customer experience includes Buy Online/Pick-up In Store (BOPIS), Curbside Pickup, and Ship To Home (STH). Understanding that full experience gets complicated since connecting web analytics and Point of Sale (POS) systems typically require a custom solution. Ciara has worked through this scenario at both The Home Depot and WillowTree, and gets very tactical about it by walking through data collection, transformation, and integration ups and downs.

Multi-touch attribution was the gift that kept on promising and never quite delivering. Meanwhile, the MMM workhorse has been getting better and better. It’s now down to understanding what kinds of questions it can answer and which it cannot. With his deep background in digital analytics and data science, Jim turned his attention to Marketing Mix Modeling, Experimentation, and Econometrics. You will gain a clear perspective of what MMM is and how it works, the data required, and a double handful of resources for getting started with adding this tried and true analytical approach to your skill set.

The relationship between analysts and stakeholders resembles interactions at a restaurant. A menu sets expectations, communication is key, and you can even make friends along the way.  But sometimes a customer neglects to mention a peanut allergy, a server neglects to mention that the special has nuts in it, or the toddler screams that nothing but ice cream will do.  Jeff has been asked for the data equivalent of an eggless omelet and witnessed the need for a data EpiPen. He delivers the inside scoop on how to train your clients to be better patrons. The goal is to end up with a stakeholder who is happy with the meal, well-nourished, and pleased by the experience.

Trustworthy data is more important now than ever. Establishing data excellence for your marketing efforts is critical – but how do you ensure your data is high quality? One-time data validation isn’t enough for your critical pipelines. Kate reviews the key components to create a long-term data reliability strategy. Who should be involved? How do you create and utilize tools to enable monitoring? She also provides insights into how best to work across siloed, specialized divisions to create a lasting solution for data quality monitoring. 

Do you feel like you’re in a race between Machiavelli’s “The Prince” and Ringer’s “Winning through Intimidation”? Forced to work with a difficult client, Muhammad shares how his agency analytics department masters corporate bureaucracy by focusing on the fundamentals of data collection and diplomacy. Facing competing agency stakeholders who brazenly steal credit or refuse to collaborate, the mix of greed and complacency threatens to drive the business into passive aggressive chaos. This isn’t just a battle for incremental client business, it’s a journey of self-discovery and identity formation.

The transition from print to Web 1.0 was tough. The leap to Generative AI is likely to be even more dramatic. (Lucky us.) Chrostopher takes a quick look back at the marketing science of Generative AI in 2009 and 2014, noting the discontinuity between observational methods and randomized control tests. He then marvels at the convergent evolution of bloated, mismanaged state of UX that’s still too real for most of us and argues that the science of data analysis can and should take advantage of this crunchy, dramatic, transition. We’re in for a wild ride, Christopher urges you to climb aboard but please, keep your arms and legs inside the car at all times.

The time is upon us to optimize 1st Party Data through the implementation of CAPI’s (Conversion API). Unlike conventional (and soon outdated) methods dependent on pixels, CAPI mitigates signal loss, safeguarding the integrity of marketing capabilities. This, in turn, improves audience reach, conversions, Return on Ad Spend, and cost per acquisition across diverse advertising platforms. This is how you can seamlessly integrate first-party signals into ad platforms for a more accurate measurement of digital media performance. Barbara and Claire describe how CAPI unlocks a unified data strategy, augmenting your first-party digital data.

Cash Prizes for the winners! 

Assigned teams of 8 meet three times to invent, polish, and then pitch something that the analytics community needs: a tool, a process, a course … it’s up to you. 

• Session A. Invent: 40 Minutes (this morning)
• Session B. Polish: 20 Minutes (now)
• Session C. Present: 2 Minutes (3:50 this afternoon)

Extra points for usefulness, cleverness and puns based on the Marketing Analytics Summit (MAS). 

• It’s a new way to measure advertising: MAS Media
• It’s a method for obfuscating personally identifiable data: MAS-quarade
• It’s a tool that creates saintly dashboards overnight: Midnight MAS 
• It’s an ML model for predicting cold medication sales: MAS-a-choo-sets

Winners will be selected by critical acclaim from the audience based on usefulness, ingeniousness, helpfulness, hilariousness.

The 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 9 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 exploring important topics of the day.

SEE Michael, Tim & Val talk about the Marketing Analytics Summit

How does a 150-year-old company continue to stay among top 10 most teen-relevant companies? Abbas Arslan has worked at Coca-Cola for 18 years across marketing, insights, innovations, and leading AI applications. He explains the application of AI to communications development. This is not prompt engineering 101 or how to enjoy productivity gains from using generative AI. Abbas talks about using it for the true creative work – the crux of advertising – research and creation of the Big Idea. And, of course, he shares tips about how you can accelerate your AI journey.

Every analysis faces that moment of truth: Presenting insights to an audience that did not go on the journey with them. This is your chance to take home the soon-to-be-coveted MAS Ingenuity Award (it’s Massive). You may use 3 PPT slides over 2 minutes to convince your fellow attendees that your project reigns supreme. The time has come to present, vote, and gloat.