Keynote: The Well-Rounded Analyst
Wednesday, June 21, 2023
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.