San Francisco 2013 Symposium

End to End Measurement and Visualization: Tracking the Data Challenge
November 12, 2013

Google San Francisco
345 Spear Street, 6th Floor
San Francisco, CA 94105

12:30 - 1:00pm Registration and Exhibit Browsing
1:00 - 5:30pm Business Session
5:30 - 6:30pm Networking Reception and Exhibit Browsing


Registration for DAA members is at the discounted price of $25, while non-members can register for $75. This is a great time to join the association and avail yourself to the many opportunities that DAA membership offers.

Cancellation Policy
No refunds will be given for cancellations received after October 4, 2013. Cancellations received in writing prior to October 4, 2013 will be refunded 50% of the registration fee paid.


Time Topic
12:30 - 1:00 Registration and Sponsor Showcase
1:00 - 1:05 Welcome
1:05 - 1:25 A New Metric for a Privacy Worried World
As marketers get close to crossing the line regarding privacy, consumers will wake up to the value of their own data. How do you get them to accept being watched, tracked, stalked, collected, scrutinized, accumulated, analyzed and popped into a segmented cubbyhole? By offering them something in return. Jim delves into the importance of marketing and advertising as a service, to protect against the day when data is not free for the taking and marketing has to up its game just to keep the data flowing. You want my data? Make it worth my while.

Jim Sterne, Founder, eMetrics Summit and Co-Founder and current Chairman, Digital Analytics Association
1:25 - 1:45 Krista Seiden, Google Analytics Team
1:45 - 2:05 Turning Marketing from a Cost Center to a Revenue Driver – Marketo Case Study
Marketing has too long suffered a crisis of credibility. It's crucial that today’s marketers not only prove how programs are performing, but also use analytics to continuously improve that performance. Marketers must ‘talk the talk’ of C-level executives in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging metrics that matter. In this session, Jon Miller, VP and co-founder of Marketo, shows how Marketo built a high-performance marketing team that is seen as an equal partner to sales in the revenue process.

You'll learn:
  • When the wrong metrics can take away your credibility
  • How to use the right metrics to set and justify budgets
  • The power and influence of revenue cycle metrics
  • Examples of Marketo's own program metrics and performance

John Miller, Marketo

2:05 - 2:25

"What the 'Quantified Self' movement and really, really personal data means for marketing, analytics and privacy
At the intersection of fitness, analytics and social media, a new trend of "self-quantification" is emerging. Devices and applications like Jawbone UP, Fitbit, Runkeeper, Foursquare and more make it possible for individuals to collect tremendous detail about their lives, creating a wealth of incredibly personal data. What does this intersection of ""big data"" and very small, very personal data teach us about the practice of analytics? And what cautions must marketers heed with respect to targeting and privacy in trying to seize upon this trend? "

Michele Kiss, Web Analytics Demystified

2:25 - 2:30 Sponsor Presentation
5 Steps to Optimization: A Simple Process Guide

Mirja Tague, Senior Web Optimization Consultant, SiteSpect
2:30 - 2:55 Networking Break & Exhibit Browsing
2:55 - 3:20

Panel #1 – Visualization

Moderator: Charles Davis
Damon Cool, Evernote
Gautam Kher, GoodData
David Malpass, Prezi

3:20 - 3:40 Pete McRae, Symantec Corporation
3:40 - 4:00 Deepak Nair, Head of Digital Intelligence & Targeting Groups, USBank
4:00 - 4:05 DAA Presentation
Mike Levin, DAA
4:05 - 4:10 Sponsor Presentation

John Dietz, VP of Product, Adometry
4:10 - 4:20 Networking Break & Exhibit Browsing
4:20 - 4:45

Panel #2 – Attribution

Moderator: Madan Bharadwaj, VisualIQ
Christopher Macauley , T-3
Rahul Todkar, Intuit
Madhav Sundarraghavan, Seagate

4:45 - 5:05 Closing the gap to insights through segmentation
With the increased pressure from visitors to create a personalized experience on the web, it is essential to understand the online conversion funnel for key segments and personas. Laura will dive into the role segmentation plays at Salesforce to increase the reporting accuracy and decrease the time to insight from the impression all the way to the closed deal.

Laura MacTaggart, Director, Web Analysis & Optimization, Salesforce
5:05 - 5:25 Joe Megibow, American Eagle Outfitters
5:25 - 5:30 Closing
5:30 - 6:30 Networking Reception & Exhibit Browsing

Take the Certification Exam in San Francisco

The Digital Analytics Association (DAA) Web Analyst Certification Program is a voluntary certification program. The purpose of the program is to provide a mechanism for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry. Certification will be issued to each qualified person upon meeting DAA's required education, experience, and examination requirements.

Take the DAA Certified Web Analyst™ Exam on November 11 while while you are in town for the Symposium! This exam is a paper and pencil test. Learn more about the exam.


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