Session Previews 2023
Keynote: Why the Last Mile is All About the First Mile
You spend weeks delivering an algorithm, an analysis, or a dashboard only to discover that no one is using it. Not the stakeholders that applied so much pressure, not your peers, not even yourself. We are trained to get to the bottom of difficult issues every day, but how do we create an impact? Anna discusses what last mile analytics are and why they so rarely work. Learn how to assess the impact before getting started, optimize the scope, negotiate with stakeholders, establish appropriate ownership and governance, and organize your teams. This is how we solve business problems and not create new ones.
Building Teams and Managing Lean Resources
Everyone agrees that data is a necessary part of any business, but clients may have expectations that current workstreams and budget cannot support. Why is it so hard to get adequate resourcing to provide the best data? It’s time to think outside the box and put your coaching shorts on along with your project management hat. You may not fix everything overnight, but here are some practical steps – and the mindset shifts necessary – to begin improving your analytics workstreams and creating a more nimble team without overwhelming yourself!
Trio of Testing Traps
Deborah dives into three common data analysis pitfalls and how to avoid them in this interactive session. Based on real-life A/B test case study examples, you will fully understand problems with statistical significance and how this so-called gold-standard metric can be “gamed.” Next, Deborah explains the importance of statistical power and why it’s so important to calculate sample size requirements ahead of time. Finally, learn what the “winner’s curse” is and what data-driven marketers should be striving for instead. Come away with a stronger understanding of how to recognize, navigate, and overcome these common data analysis issues in order to make more informed, accurate data-driven decisions.
Cross-Cultural Marketing Analysis
Geddy van Elburg
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.
Stop Investing in the Wrong Tools
Do you feel limited by your toolset? Do you suffer from tool FOMO? While it’s true that if you only have a hammer, everything looks like a nail. But the flip side is that if you have all the tools in the world, you’ll spend more time learning and choosing that using them. That turns analytics teams into cost centers rather than profit generators. How do you scope a reasonable tech stack? How do you trim the fat and shore up the weak points? Jenn steps through the critical criteria for choosing – and loosing – the tools that make or break the analytics value proposition. Spoiler: It’s not about shiny, new tool. It’s about return on investment.
Keynote: The Well-Rounded Analyst
Digital analytics is so wonderfully granular and revealing! But it’s not the whole story. Yes, there’s a lot of ground to cover from campaign analysis through web analytics, email, and social media to testing. But there are other types of metrics to fold into your analysis that can stretch your brainpan and help you arrive at insights that are even more informed. Jessica maps the landscape of metrics including qualitative/attitudinal research, marketplace research, mix modeling, Business Intelligence, competitive research, customer lifetime value, etc., and offers hard-won lessons about how to broaden your horizons. Her two-decades of experience show how to deepen your conversations with business partners and become even more valuable to your organization.
DAA Women in Analytics Lunch
All Marketing Analytics Summit attendees are welcome to the DAA Women in Analytics lunch – both women and their allies. Kim hosts a panel of analytics leaders who are striving to support gender equality in analytics profession.
Full-Day Workshop: Data Literacy and Visualization – The New Big Data Skills
“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 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.
Rebuilding Broken Trust – When the Data Doesn’t Cut It
Dojo prides itself on a culture based out of trust. Every quarter, they send out a question to every member of the organization: “Do you trust this person to do their job?” The data organization had some of the lowest scores from each other and from the rest of the business! The next survey asked for feedback on the quality and usability of their data, their visualizations, support, and – most importantly – impact. Lina shares how they built trust up again, became a critical function that everyone relies on, and most importantly, became a TEAM.
Afternoon Workshop: Hyper Growth with Marketing Experimentation and Testing
Given the evolution of privacy standards across the industry and the adoption of a consumer-first approach, there will be fewer signals to understand the true impact of campaigns as we move into the next era of advertising. As marketers, we need to have data-driven strategies in place to maximize the return on ad spend. Experimentation and testing is a requirement in order to understand the parameters of the campaign that are working and, as an outcome, carry out investments and optimizations based on data. This workshop will give you in depth knowledge on marketing experimentation and arm you with practical ways to test and implement experiments.
How to Avoid the Most Common Analytical Mistakes
As the VP of the Consumer Growth team at Trader Interactive, Rachel is on the hook for boosting brand recognition, traffic, and profits. Her Masters in IT from Virginia Tech and 18 years of online marketing experience mean she’s more data and analytics savvy than most business stakeholders. But like them, she relies on data scientists and digital analysts to deliver robust, thoughtful, useful information. It’s not always a bed of roses. Rachel shares the client-side perspective so you can ramp up your game, put your best foot forward, and truly shine as an analyst.
CDPs: Cookies, Silos, Politics, Oh Boy!
Sharon Flynn & Natalia Gomez-diaz
CDPs can be incredible tools to bring together your customer data and drive elevated brand experiences. Setting up a CDP practice requires you to bring together your A-Game, your A-Team, your Class-A data, and your winningest strategies. Sharon gives an honest, sober, sometimes scathing review of what to expect when you challenge politics, silos, and conventions. Learn how to calm internal disquiet and outright dissent so you can have your CDP practice up, running, and improving customers’ and teams’ experience without resorting to Machiavellian machinations.
Generative AI for Marketers
We are at the threshold of new computing era. While everybody speculates about how Generative AI tools like ChatGPT and DALL-E will change, well, everything, now is the time to understand how to bend them to your will.
Learning from Experimentation: How to Build Knowledge and Extract Insights
We experiment to measure, to reduce risk, to optimize, to forecast, and—most importantly—to learn. When a single experiment wins, we know what worked for one audience on one page at one point in time. But the real value of experimentation comes from learning at scale. With proper analysis, your experimentation program can become greater than the sum of its parts. In this talk, you’ll learn to:
- Design experiments that result in actionable learnings, whether they win, lose, or are inconclusive.
- Conduct thorough archive analysis to learn from all of your previous experiments.
- Use archive analysis to run smarter experiments and make better business decisions.