DAA Seattle Symposium 2012

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Predictive Analytics: Moving Up From Reporting

Wednesday, November 7, 2012   

Are you a digital analytics professional or student in the Pacific Northwest? Are you ready to take your analytics understanding to the next level? If so, the fall DAA Seattle Symposium is your opportunity to learn about the value of predictive analytics.

Space is limited so be sure to register today to guarantee your spot at the Symposium!

Registration Information

The registration fee is $10 for members and $50 for non-members. If you are a Microsoft employee, admission to the event is complementary with advanced registration. On the day of the Symposium, on-site registration begins at 12:00pm and the main conference starts at 1:00pm.

Cancellation Policy

No refunds will be given after October 26, 2012.


  • John Bates, Product Manager, Predictive Marketing Solutions, Digital Marketing Suite, Adobe Systems (keynote)
  • Maxwell Knight, Senior Director of Optimization and Professional Services, Turn (keynote)
  • Steve Petitpas, General Manager, Microsoft (keynote)
  • Oliver Rutz, Assistant Professor of Marketing, Foster School of Business, University of Washington (keynote)
  • Rob Ashby, Content Publishing Director 2, Microsoft (panel moderator)
  • John Wallace, Founder and CEO, UpStream (panelist)
  • Erika Clemens, Group Product Planning Manager, Microsoft (panelist)
  • Chen Zhao, Principal Analyst, Marchex Institute (panelist)
  • Matthew Wright, Chief Technology Officer, Keystone Solutions

Reasons to attend:

  1. Hear from over 10 digital analytics experts
  2. Obtain insights on the most popular digital analytics topics, including predictive marketing, media mix modeling, real-time reporting, segmentation, data visualization and personalization
  3. Learn how to bring predictive analytics to your own work
  4. Meet and network with over 350 digital analytics professionals from the Pacific Northwest and beyond

Who’s Attending?

Well over 300 attendees have already confirmed their participation. Companies in attendance include:

Adobe Systems
Anvil Media Inc.
ASC Creative Ltd.
Base2 Solutions
Cardinal Path
Context Relevant
Coyote Tech
Dangerlove Ent.
Digital KPI
Exsilio Solutions
Getty Images
Infostages Advisors ltd.
Keystone Solutions
Nightmare Enterprises
Real Networks
Revel Consulting
Sallie Mae
Sila Solutions Group
Society Consulting
Speyside Group
Waggener Edstrom


What’s on the agenda?

Time Topic Speaker Description
12:00-1:00 Registration & Exhibit Browsing
1:00-1:10 Welcoming Remarks Casey Doyle
1:10-1:20 Sponsor's Message comScore
1:20-1:50 Moneyball Marketing: How predictive marketing changes the game John Bates, Omniture How do you provide the right content to the right customer at the right time through the right channel? How can you make more confident decisions from your data and become forward looking without having to be a “quant”? Hear how you can simplify predictive marketing solutions and techniques to enhance data analysis and make more intelligent decisions based on statistical modeling.
1:50-2:20 The Impact of New Media on Traditional Marketing Oliver Rutz, UW Foster School of Business
  • Determine the interworking of paid, owned and earned media in an integrated marketing strategy
  • Hear about the causal relations between traditional and new media metrics
  • Learn about the cause and effect when changing elements of the marketing mix
2:20-3:20 Panel of Experts Moderated by Rob Ashby, Microsoft
3:20-4:20 Networking Break & Exhibit Browsing
4:20-4:50 Towards Better Attribution Maxwell Knight, Turn Legacy attribution models are holding back scale and efficiency in online marketing today. Why do these problems exist, and what is attribution really supposed to do? More advanced attribution methods are coming into play. Explore some of the new models that are breaking ground in digital marketing today and learn how to take the insights out of the reports and into your marketing efforts.
4:50-5:00 Sponsor's Message Ensighten
5:00-5:10 Sponsor's Message DemandBase
5:10-5:40 On the Hook For Results with the C-Suite Steve Petitpas, Microsoft When you’re a whiz with data and analytics tools, how do you deliver true business value with your work? For Business Decision Makers (BDM), data is alright but can overwhelm or only lead to more questions. Data-driven insight and the ability to drive impact and affect future behavior is critical. Key skills for data professionals include understanding the question behind a BDM’s question, and communicating analysis in the context of addressing a business problem. In this session Microsoft GM Steve Petitpas draws on his lessons from his role running one of the world’s most-visited websites, Microsoft.com, and working with the highest echelons of executive decision makers, to give you valuable tips on how you can be a data impact hero with your BDMs.
5:40-5:50 DAA Seattle Chapter Chris Harig
5:50-6:00 Closing Remarks Casey Doyle
6:00-7:00 Evening Reception

Why predictive analytics?

Digital analytics can be all too often overly focused on reporting what happened, after it has happened. Reporting isn’t a strategy, however, so to have more business impact digital analytics professionals are increasingly asking themselves how they can go from merely telling the “what” to also the “how” and even the “what’s next.” Come and hear how some of your most forward-thinking fellow digital analytics professionals are leading the field into predictive analytics.

Take the Certification Exam in Seattle

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 7 while you are in town for the Symposium! This exam is a paper and pencil test. Learn more about the exam.

One Star Sponsors

comScore DemandBase Ensighten Keystone

Partner Level Sponsors

Anametrix ObservePoint Society Consulting tealium