DAA Los Angeles Symposium 2013

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The Digital Marketing Challenge (and Opportunity) How Mobile, Big Data & Attribution Shape Multi-Channel Analytics

Thursday, January 31, 2013
Symposium: 12:00pm – 5:00pm
Networking Reception: 5:00pm – 6:00pm

Sheraton Delfina Hotel
530 Pico Boulevard
Santa Monica, CA 90405

(Members $10, Non-Members $50)

Kick-off 2013 with this fascinating event that captures all of the latest trends in Digital Analytics. From the growth of mobile usage to the use of big data and attribution modeling, this in-depth half-day seminar is certain to keep you on the edge of your seats. Each speaker will isolate one of the key findings for 2013 and enable attendees to start their analytical year with a well-defined measurement strategy.

Presentations

Agenda

Time Title Speaker
12:00 - 12:30pm Registration & Exhibit Browsing
12:30 - 12:35pm Welcome Eric Feinberg, ForeSee
12:35 - 12:40pm DAA LA Remarks Nicole Rawski, Digitaria
12:40 - 1:10pm Opening Keynote: The Digital Marketing Challenge (and Opportunity) Jim Sterne, Target Marketing
1:10 - 1:30pm Multi-platform Analytics: Understanding the Cross-Platform Viewer Brian West, ABC
1:30 - 2:10pm Panel: To Complicate or To Clarify, That Is The Big Data Question Moderator: Tony Lanni, Convertro
Thomas Bolsilevac, Digitaria
Brent Dykes, Adobe [471kb PDF]
Lorenz Verzosa, Edmunds.com
2:10 - 2:15pm Sponsor Speaker Bill Muller, Visual IQ [343kb PDF]
2:15 - 2:40pm Networking Break & Exhibitor Showcase
2:40 - 3:00pm Optimize Marketing Effectiveness across Paid, Owned and Earned Media with Multichannel Analytics Pelin Thorogood, Anametrix [1.6mb PDF]
3:00 - 3:20pm TBD  
3:20 - 4:00pm Panel: The Culture of Analytics Meets Company Culture Moderator: Josh Dreller, Visual IQ
Leah Borgeson Stigile, TOMS
Morgan Vawter, Piston [808kb PDF]
Brian West, ABC
4:00 - 4:05pm Sponsor Remarks Jeff Zwelling, Convertro [540kb PDF]
4:05 - 4:25pm Social Media Analytics Judit Nagy, FOX Broadcasting Company
4:25 - 4:55pm Super Relevancy: The Future of Client Side Mobile Analytics Dr. Arif Ansari, USC
4:55 - 5:00pm DAA National & Closing Remarks Eric Feinberg, ForeSee
5:00 - 6:00pm Networking Reception

Speakers

Opening Keynote: The Digital Marketing Challenge (and Opportunity)
Jim Sterne, Founder, eMetrics Summit

As Chairman of the Digital Analytics Association, Jim is uniquely qualified to set the stage for our analytical opportunities. He will particularly explore the incredible rise of concepts like Big Data and Attribution and piece together the challenges of both. As we continue our global growth towards complete dependence on analytical insights to drive our world forward, Jim’s thoughts can guide us on his interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the mobility manifesto, the data deluge, and the art of analysis.

Closing Keynote: Super Relevancy: The Future of Client Side Mobile Analytics
Dr. Arif Ansari, USC Marshall School of Business, Associate Professor of Clinical Information and Operations Management

Dr. Ansari is an expert in the area of data mining, business intelligence, data warehousing, and intelligent systems and technologies, a field in which he has fifteen years of research experience. This keynote will focus on the shift in the analytical market from conducting back-end server-side analytics to client-side analytical tracking. Further, he will explore our current transition from online experiences to mobile experiences and the challenges that arise in solving for delivering excellent content in a timely manner while managing latency in these new fragmented mobile user experiences. The goal is to bring in all of the analytical knowledge available – bolstered by device-side learning – to optimize the experience completely. Dr. Ansari will frame the discussion by sharing with us analytical insights about how humans learn on the traditional web vs. the mobile world.

Multi-platform Analytics: Understanding the Cross-Platform Viewer
Brian West, Sr. Manager, Multi-platform Research, ABC Television

Brian will be discussing his approach to multi-platform analytics and forecasting. His challenge: Reporting on viewership across ABC's properties, creating projections for online & Video On Demand (VOD) viewing, and analysis of the cross-platform viewer behavior based on a variety of sources. Our opportunity: listening and learning about how to organize multiple inputs to drive positive outputs.

Optimize Marketing Effectiveness across Paid, Owned and Earned Media with Multichannel Analytics
Pelin Thorogood, CEO, Anametrix

Your customers are engaging with your brand across an increasing number of channels - traditional, social and web. How effective are your marketing efforts to reach, acquire and retain customers in this increasingly multichannel world? Do you have a holistic view of marketing performance across the entire customer journey? Join Pelin Thorogood, CEO of the analytics firm Anametrix, and an Executive-in-Residence at Cornell University’s Johnson School of Management, for answers to these important questions. Pelin will speak to the challenges marketing teams face in a world that combines traditional media with multiple social and web touchpoints, and discuss the emerging best practices in measuring and maximizing the effectiveness of each marketing channel and program.

Panel: The Culture of Analytics Meets Company Culture

Leah Borgeson Stigile, Head of Global eIntelligence, Director TOMS
Brian West, Sr. Manager, Multi-platform Research, ABC Television
Josh Dreller, Sr. Director of Client & Industry Solutions, Visual IQ

We’re analyzing everything and we know we can make an impact when we do. That said, many companies or people are either not prepared for this sea change. This panel will explore success stories about creating a positive analytical culture – and when is it appropriate and needed to bring in some help either from new hires or from staff augmentation. This heavily interactive Q&A-based session will allow the audience to learn specifics about what they can do to create a positive analytical culture.

Panel: To Complicate or To Clarify, That Is The Big Data Question

In this panel, we seek to answer if multi-channel analytics and big data conspire to clarify or complicate our analytics world. As 2013 unfolds, big data and multi-channel analytics will mature from buzzwords into actual business practices. We will learn from the very people who are tasked with developing the strategies to address these business practices and have their plans already in place.

Leah Borgeson Stigile, Head of Global eIntelligence, Director TOMS

Irfan Ranmal, Director, Web & Service Marketing Analytics, Activision Blizzard

Los Angeles is the entertainment capital of the world. Irfan's experience spans the spectrum from hardware maker Toshiba to content deliverer DIRECTV to broadcaster NBCUniversal to content maker Activision Blizzard. He will bring to the DAA LA Symposium his viewpoint on business analytics in the content and entertainment world. Activision Blizzard's portfolio includes best-selling video games such as Call of Duty®, Spider-Man™, James Bond™ and leading franchises such as Diablo® and Warcraft®.

Judit Nagy Vice President, Digital Analytics FOX Broadcasting Company

Judit is a distinguished market and media research professional with 15 years of market and media research experience with a special focus on social media, audience measurement, and advertising research. She has worked with leading media companies, such as News Corp digital brands, Fox Broadcasting Company, Warner Bros., MySpace, Fox Interactive media brands, Neopets, and Yahoo! Currently Mrs. Nagy heads up Digital Analytics at FOX, where she is responsible to build out social analytics and measurement strategy for FOX television shows, and manage measurement and reporting for all digital entities for FOX Broadcasting. Ms. Nagy is the recipient of the Advertising Research Foundation ‘Great Mind Awards 2009’ for her leading role within the media and advertising community, and for her thought provoking leadership with her various research studies.

Symposium Location

Sheraton Delfina Hotel
Delfina Ballroom (General Session)
Ballroom Foyer (Exhibit Area)
530 Pico Boulevard Santa Monica, CA 90405
T: +1 310-309-8012

How to Get There

The Sheraton Delfina is located in the heart of Santa Monica off I-10 and I-405 and is approximately 20 minutes from the Los Angeles airport. View a map of the area.

Parking

The hotel does have complimentary self-parking, however it is limited, and carpooling with co-workers and friends is appreciated! If the hotel parking lot is full, we have secured a special Valet rate of $8 per car.

Sponsors

One Star

Adobe Convertro Visual IQ

Partner

anametrix eclerx tealium

Wireless

UC Irvine

View the Sponsorship Opportunities.