Agenda

BEST OF
MARKETING ANALYTICS SUMMIT 2024

January 15, 2025 - Live-streamed


Didn’t get to Phoenix in June?
Can’t get to London or Munich?
No travel budget?
We got you.

Our best speakers of 2024 are coming to you.

Doug reveals five analytics power moves – essential insights that can revolutionize your approach to data collection and activation. Learn the hidden secrets of data sources: tease apart your Tealium, decorate your Salesforce, learn the vital dos and don’ts of onsite search redaction, and discover how to save thousands of dollars on your data exports. Doug shares the essentials of setting consent defaults for Piwik PRO and the server-side data collection configuration that could save your day from disaster. He always delivers punchy, practical takeaways that will reshape how you think about analytics data—forever.

Juliana and Krasimir show how they created a Small Language Model to determine if search queries are linked to real visitor issues or purchase objections. By applying natural language processing and textual entailment (if the meaning of one text can be inferred from another) their model can improve landing pages, product detail pages, and category pages based on the content visitors search for. Learn practical strategies to apply these insights in your workflows…almost immediately. Spoiler alert: not using commercial Large Language Models!

Craig’s been using GA since Urchin days and sharing tips on Device Mining for 6 years.  After analyzing hundreds of websites for device experience opportunities, coupled with device lab testing, Craig has mapped “device reality” to the GA4 Data model, in ways that will help us all improve UX and Conversion.  All this Device Mining knowledge is now available in a free Looker Studio dashboard.  In this session, Craig will explain why you need to do this analysis, what you will find and the best way to read the reports.  Most importantly, you’ll learn how to identify and fix the gaps in device experience for your product.

Nine years ago, June joined a well-known tech company and found an opportunity to strengthen trust: in the data, in the reports, and in how effective the data team could truly be. Since then, the cornerstone of her work has been building that trust. June shares stories about improving data quality, aligning strategies, and advancing data literacy. Learn how trust can shape collaboration and impact across any organization, and how to become a true partner in decision-making and business growth.

John has helped hundreds of companies strengthen their data muscles and shares what it means to build a scalable data literacy program. He reveals how to empower your teams to ask smarter questions and make better decisions and shows you how to turn data into a powerful asset across your organization. Learn practical steps to inspire a team that doesn’t just look at numbers but understands them—transforming observations into insights that matter. Get ready to level up your team’s confidence with data and create a culture that thrives on smart, data-informed decisions.

You are undoubtedly facing some common data challenges and understand the importance of strong governance. Barbara feels your pain and confirms how inconsistent data sources—like varied customer data from CDPs or different formats from advertising agencies—can disrupt customer segmentation, buying behavior analysis, and advertising effectiveness. She’s here to show how to use data governance to establish guardrails to manage these discrepancies. Want all your data aligned? Learn how to socialize the need for cross-departmental collaboration. Barbara also covers quality control techniques mitigate errors, ensure compliance, and reduce technical debt.

In less than two years, the evolution of Business Intelligence (BI) into Gen AI solutions is transforming businesses data. With 20+ years of marketing and analytics experience, Ely shares his real-time journey of scaling Gen AI+BI. He addresses the Executive Shiny New Object Syndrome (we want it now!), the Vendor Shiny New Object Syndrome (we’re slapping AI onto everything!), the tidal wave of Citizen Data Scientists (just let us talk to the data!), and the resulting pressure on data quality and governance. Ely sees this all as a positive change and shares how to deal with the friction and pressure of such a quick change in culture around data.

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.

As multi-touch attribution fades, Marketing Mix Modeling is emerging as a key tool for understanding marketing performance. Jim explores the fundamentals of MMM: what it is, how it works, and the questions it’s primed to answer. With real world experience and practical resources, Jim brings MMM into focus, helping you build confidence in this method to drive better marketing outcomes.

How do you get stakeholders to actually take action? How do you improve the last mile of analytics? Over the past decade there has been a lot of research on the high failure rates for data initiatives. Even good models and analysis built on good data frequently fail in the last mile – that place where data people need to convince business stakeholders to do something based on delivered insights. So what kinds of data actually moves stakeholders anyway? Kate shares tactical examples of what data, what words, and what framework she’s seen inspire change at Fortune 500s, high growth startups, and small businesses.

We track the behavior of visitors to our websites hit by hit. We have hundreds of fields in our CRM to log everything we know about our prospects and customers. We run experiments that generate data that tells us how two or more experiences perform relative to each other. We gather attitudinal data from surveys and focus groups. And we store and curate and munge and analyze it all with great rigor and enthusiasm. But are we missing out on the most valuable data of all? In this session, Tim makes the case that treating employees’ ideas as data that is formally ETL’d and then actioned is one of the highest ROI investments in data that an organization can make.

What’s the impact on the human-computer interface when we shift from deterministic through probabilistic to linguistic? Setting aside the significant benefits of automation, efficiency, and productivity, Jim addresses our new-found ability to leverage a computer’s ability to be creative, strategic, and conceptual. Having been trained so well for so long on how to calculate, quantify, and analyze, it’s time for a new framework for innovation, imagination, and synthesis.