DAA San Francisco Symposium 2014

Getting Data Right: Optimizing Performance Using Quantitative AND Qualitative Practices

Thursday, November 13, 2014
12:00pm – 6:30pm
University of San Francisco
2130 Fulton Street
San Francisco, CA 94117


Big data, schmig data! We all hear constantly about big data this, mobile that and we know the importance of these, but are we really using the right data in our analytics and optimization practices? Join us at the San Francisco Symposium for a half day of industry leaders discussing how they’ve put into practice the principles of qualitative data collection, optimization, and connection to the quantitative data that we love.

The day has been setup so that the industry leading speakers will have 15 minutes to speak (we’ll have a buzzer!) and 10 minutes to open up for audience questions. So come ready to participate in a day of analytics sharing and learning, and leave with ideas to put into practice.

Attendance is limited at our venue this year so register today for this can’t miss event.

Time Session Title & Abstract Speaker

12:00 – 12:30 PM

Networking, Registration & Exhibit Browsing


12:30 - 12:35 PM

Welcome Remarks

Charles Davis, Blast Analytics & Marketing

12:35 - 12:40 PM

DAA Message

Jodi McDermott, Group VP of Product Management, comScore

12:40 - 1:05 PM

Analytics in Sports: How Teams and Leagues are Breaking New Ground On and Off the Field
As professional sports teams and leagues strive to stay more competitive, many organizations have made analytics a staple within their daily information workflow.  This talk describes how teams and leagues are using new types of data to best position themselves for success -- making better coaching decisions, scouting and player evaluations, and new fan experiences.  Sportvision is at the forefront of this data revolution, providing technology and analytics services across many major sports in the US and internationally.

Ryan Zander, Sportvision

1:05 - 1:30 PM

Qualitative Data: Removing the Statistical Bikini
Aaron Levenstein's famously said, “Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital.” Jim takes a look at how qualitative data can inform, or even contradict quantitative data.

Jim Sterne, Target Marketing

1:30 - 1:55 PM

Building a Culture of Optimization
Creating a culture of optimization from scratch in a large Enterprise organization is no easy task. Krista walks through best practices for A/B testing, with key takeaways for large organizations who are just getting into the optimization game. She also offers up tips for more established testing programs to try out. Educating teammates, showing & evangelizing big wins, and leading an organization mindset shift are key steps to taking your business to the next level of insights & growth. 

Krista Seiden, Analytics Advocate, Google

1:55 - 2:15 PM

Vendor Panel – The State and Future of Attribution
  • Manu Mathew, Co-Founder and CEO, Visual IQ
  • Veronica Picciafuoco, Convertro
  • Casey Carey, Head of Marketing, Adometry
  • Andrew Koperwas, Adobe
Moderator: Feras Alhlou, E-Nor

2:15 - 2:40 PM

Networking Break & Exhibitor Showcase  

2:40 - 3:05 PM


Joe Megibow, American Eagle

3:05 - 3:10 PM

Sponsor Remarks: Blueocean Market Intelligence

Shamez Dharamsi, Senior Vice President, Blueocean Market Intelligence

3:10 - 3:35 PM

Pairing Big Data with Surveys and Qualitative Research to Make Better Decisions
Technology has made it easier than ever for companies to collect data and information, creating the business of big data and data mining. But how do you find a voice and insights in millions (often billions) of numbers and figures? We’ll talk about how you can utilize both big data and pair it with surveys and qualitative research to help you and your organization make better decisions

Sarah Cho, SurveyMonkey

3:35 - 4:10 PM

Practitioner Panel – Trends and Challenges in Digital Analytics
Digital analytics is continually evolving and the challenges we face continue to change. Following the theme of the Symposium: “Getting Data Right: Optimizing Performance Using Quantitative AND Qualitative Practices”, in this session we will discuss the challenges we are facing today that need to be solved by either people or technology. Topics that are likely to be discussed include challenges we face in the advertising and acquisition space in regards to non-human traffic and viewability, including shifts toward mobile devices and device proliferation. Other topics which may come up are data governance, including tag management and page performance; personalization and how we’re using new technologies to customize content for the user; and influencing senior management through using data effectively, excellent presentation skills and more.

  • Rahul Todkar, Intuit
  • Jimmy Wong, LinkedIn
  • June Dershewitz, Director of Analytics, Apollo Group
  • Dennis Bradley, Charles Schwab

Moderator: Jodi McDermott, Group VP of Product Management, comScore

4:10 - 4:25 PM

Networking Break & Exhibitor Showcase


4:25 - 4:50 PM

Research, Analytics and Testing for UX and Product Design: Choosing the Best Tool for the Job
With so many ways to gather both subjective observational data and quantitative data from surveys and analytics, it can be hard for product teams to determine which feedback method best suits which stage in the product development lifecycle. This brief drive-by overview will outline at a high level the various types of research, analytics and testing that are relevant for UX and product development and articulate when each approach is most appropriate, expedient and useful to use, based on the stage of the product and the questions that need to be answered.

Beverly May - Oxford Tech + UX

4:50 – 4:55 PM

Sponsor Remarks: ObservePoint

Doug Jensen, ObservePoint

4:55 – 5:20 PM

From Qualitative to Quantitative:  Thoughts, Challenges, and Best Practices in Turning Qualitative Feedback Into Quantitative Insights and Analysis.
Listening to and making sense of the voice of the customer is a complex endeavor.  Who, how, where, and when you listen to them will impact the results of your data.  Once you have the data, how do you deal with the challenge of customers who are complaining about things that aren’t driving business outcomes?  We’ll explore all this and more!

Jason Conrad, ForeSee

5:20 – 5:35 PM

Closing Remarks

Charles Davis, Blast Analytics & Marketing

5:15 – 6:15 PM

Networking Reception & Exhibitor Showcase



Members $25
Non-Members $75

Cancellation and Refund Policy:
No refunds will be given for cancellations received after November 26, 2014. Cancellations received in writing prior to November 26, 2014 will be refunded 50% of the registration fee paid.

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