2014 Awards for Excellence Recipients
Digital Analytics Rising Star: Krista Seiden
Krista has been leading the charge to overhaul analytics and optimization within a number of Google's business units. In one short year at Google she has revamped the analytics implementation for a large number of sites, including the introduction of tag management, introduced more detailed analytics tracking to better answer business questions and made testing a large-scale practice by building an internal testing platform and scaling testing efforts by more than 1500%. In addition, Krista is a frequent speaker at industry events not only in the United States, but around the world. She is a frequent contributor to industry blogs and the Twitter #measure community, a mentor for the Analysis Exchange, and an active member of the industry as a Co-Chair of the DAA San Francisco chapter. With what she has achieved in just a short few years, we can expect great things from her in the coming years.
Practitioner of the Year: David Booth
David is a stand out for many reasons, not least of which is the fact that he quite possibly trained more people on how to use Google to grow their business than any other person in the world, travelling to countless locations across the globe and sharing his passion and knowledge with others.
Who is David Booth? He is a dedicated and passionate analytics and digital marketing entrepreneur and evangelist, who now works at Cardinal Path â€“ a company he co-founded when he merged his previous firm (Webshare) with two others in 2011.
Over this past year alone, David has:
- Spoken at multiple conferences on digital marketing and analytics in the US and Europe;
- Been a featured speaker for Google Engage, keynoting events in Australia, New Zealand, Finland, Norway, Japan, Singapore, Indonesia, Malaysia, the Philippines, the Netherlands, Belgium, the US, the UK, Ireland, Sweden, Denmark, Poland, Argentina, Hong Kong, and Greece (to name a few);
- Published a monthly column on analytics for MediaPost.com
- Taught a masters-level course on web analytics and online marketing at the Monterey Institute of International Studies.
- Wrote and recorded an SEO Fundamentals as well as updated to his popular Lynda.com course on Google AdWords with a focus on measurement and analysis;
- Toured in support of the book he co-authored, Display Advertising: An Hour a Day (Wiley, 2012);
- Been a prolific sharer of information to the thousands of people who have him in their G+ circles, and follow him via Twitter.
- As a founder and executive team member with Cardinal Path, helped to grow the business by +50% in 2013
He did all this while working to support clients to deliver on aggressive goals, including Mercedes-Benz USA, NPR, Merck, Electronic Arts, Chevron, Papa John’s, Universal Music Group, etc. As a Senior Partner, he has been instrumental at setting and driving the evolution of the company, working with clients across five continents in web analytics and business intelligence, statistical analysis and testing, technology selection and deployment, and online and search marketing.
A core belief of David’s is to share knowledge and give back to the community that helped him to succeed (and you know this to be true if you’ve ever emailed him a question at 2am and received a reply at 2:15 am!). Sharing his knowledge and passion for all things digital marketing and analytics related is evident in the courses he’s authored and recorded for Lynda.com (Search Engine Optimization Fundamentals, Google AdWords Essential Training and Google Website Optimizer Essential Training), or helping others as a technical editor (e.g. Performance Marketing with Google Analytics and Google Analytics Essential Training). He has also trained tens of thousands of people over the years as one of the original Google AdWords and Google Analytics certified instructors via Google’s Seminars for Success (now Cardinal Path Training).
For someone whose obvious love of this industry permeates everything he does, it’s worth noting how he got his start in digital marketing. Where did David’s passion for digital marketing come from? Many years ago, he worked as a Peace Corps volunteer in Guatemala and applied his skills to promote local Fair Trade and Eco-Tourism industries, setting up websites that enabled 20 local non-profits to engage in e-commerce with markets in North America and Western Europe as well as receive grants from around the world. A globe-trotter even before he became one of the world’s most well-respected authorities on using Google and analytics for digital marketing, he spent part of his youth working his way through countries like South Africa by helping people with their computer problems. It’s in this same spirit of knowledge-sharing, a desire to help others, and a sense of being ahead of the curve that David approaches his career and his life.
Most Influential Industry Contributor: Justin Cutroni
Justin is an integral part of the digital analytics space. Even prior to joining as the Analytics Evangelist at Google, Justin was considered a leading expert in leveraging (and pushing!) Google Analytics to deliver maximum value. Since joining Google, Justin and his team have continued to develop the product to one of two leading solutions in the industry. Justin also helped lead the effort to launch Analytics Academy - an online learning portal for digital analytics and Google Analytics. With 145,000+ students, in 170 countries, it helped build skills in an industry that needs more workers. If you are in the analytics industry and have a Google Analytics question, you know to check Justin's blog even before the Google Analytics help section. In addition, Justin is a frequent speaker at industry events in the United States and around the world and a champion for our industry.
New Technology of the Year: comScore’s Digital Analytix Multi-Platform and Tealium’s AudienceStream
In 2013, comScore launched Digital Analytix Multi-Platform and moved to the forefront in solving the complex technological and methodological issues associated with digital consumers shifting from screen to screen. With its multi-platform capability, Digital Analytix is able to unify users across devices and platforms using comScore’s proprietary browser unification methodology. This methodology can be applied using keys from a Digital Analytix customer’s own data as well as applied to unauthenticated datasets where browsing is anonymous by the user.
comScore brings a unique ability to combine panel research insights, statistical methodology and software engineering together in the Digital Analytix platform this unique combination of capabilities helps companies to understand customer interaction and behavior across devices and channels across their own organization as well as across their industry. Additionally in 2013, comScore launched Media Metrix Multi-Platform, the multi-platform version of its industry-leading online audience measurement solution. Without sophisticated multi-platform measurement capability, analysts using legacy web analytics tools are overcounting users, undercounting engagement and miscounting conversion.
In today’s data-driven world, marketers are challenged with the lack of data integration between vendors and no simple way to turn customer insight into action in a timely manner. Additionally, today’s marketers are plagued with a lack of insight into the entire customer journey because it is difficult to correlate the vast amounts of digital data that is created across multiple digital touchpoints and provide a more personalized experience.
In late September 2013, Tealium, the leader in enterprise tag management and digital data distribution platforms, launched Tealium AudienceStream, a new audience segmentation and digital data distribution platform that helps marketers realize the promise of big data by making it easy to identify and leverage actionable audiences in real time.
As a result of its unique integration with tag management, Tealium AudienceStream’s patent-pending technology revolutionizes the tag management and data distribution industry as the first service of its kind to enable marketers to unify their cross-vendor, cross-platform audience data; segment and enrich it (e.g., lifetime customer value for e-commerce customers); and take action on that data using their existing digital marketing applications.
The demand for AudienceStream has been exceptionally strong, helping Tealium increase revenue 140 percent during 2013 and more than double its enterprise customer base. New AudienceStream customers booked in Q4 2013 include: Ancestry.com, Coastal Contacts, Dimension Data, Lincoln Financial Group, and dozens more.
Most Influential Agency/Vendor: Adobe
In order to better meet the needs of marketers, analysts and CMOs, Adobe took 27 digital marketing products and created six core solutions in Adobe Marketing Cloud. Adobe Analytics was created by rationalizing seven products into a single solution, which has more capabilities and features packed into a single offering than any other digital marketing or analytics vendor in the world.
Adobe Analytics has a leading 41 percent market share of enterprise analytics customers. Since launching in 2013, Adobe Analytics has seen significant market attraction as its $1-million-per-year club doubled in size to more than 70.
Adobe Analytics Fortune 500 Customers Include:
- Top 7 Telecommunications Companies
- Top 4 Pharmaceutical Companies
- Top 3 Apparel Companies
- 9 of Top 10 Tech Companies
- 6 of Top 10 Financial Services Companies
Adobe Analytics enables its customers to create a holistic view of their business by turning customer interactions into actionable insights. With intuitive and interactive dashboards and reports, you can sift, sort, and share real-time information to provide insights you can use to identify problems and opportunities.
2013 saw Adobe continue to drive analytics innovation and provide new powerful capabilities that increase marketers’ and analysts’ abilities to put their data to work. Some of the key features released included:
- Real-time reporting gives marketers high-granularity data surfaced within seconds of collection. The real-time API has been widely adopted and used across dozens of dashboards already and was a big hit for Adobe’s customers as they watched reports refresh during Black Friday and Cyber Monday.
- Anomaly detection allows users to surface statistically significant spikes or dips across any metric without having to run dozens of individual reports.
- New predictive marketing workflows, including statistical correlations, audience clustering and propensity scoring.
- New mobile app SDK and tracking lets customers see not only how users engage with their mobile apps, but also how those apps are performing with new lifecycle metrics.
- The release of the Analytics Capability Maturity Model, an industry self-assessment tool, allows organizations to compare their analytics practice maturity compared to industry benchmarks across seven categories.
- In video, Adobe Analytics upgraded a number of critical reporting metrics, including the ability to capture video user data every 10 seconds for content and every five seconds for online ads using "heartbeat" measurements.
- Adobe acquired tag management solution Satellite and then later announced Dynamic Tag Management (DTM), which is free for all Adobe Customers. It adds robust tag management capabilities, simplified deployment and the ability to apply rules for when tags fire on a page. DTM supports any marketing technology including Google Analytics.