DAA Seattle Symposium 2014

Monster Analytics Mash Up

Thursday, October 16, 2014
8:00am – 4:30pm
Microsoft Conference Center
Kodiak Auditorium
16070 NE 36th Way, Redmond, WA 98052

You've been safe and warm in your own comfortable world of digital web analytics, but all that is about to change. DAA Seattle is going to let the analytics zombies loose to chase your thinking to the next level. From the bloody fields of finance and politics to oil fields and sports, slake your thirst for analytics techniques ripped from sister industries. Check your blind spot because it's time to hear ghost stories you only thought were legend about other industries. What tools do they use for surgical insights and how did they carve their way in? Along this creepy path, you'll cheer the contestants as our "Jerry Springer" style panel scratch and claw over a controversial topic such as privacy. Eventually, we'll let you make a break for it with a series of survivor sprints from other practitioners who share their secret paths to insight.


This year’s Symposium is focused on case studies from outside our typical field of online marketing analytics. There is much that can be gained from other industries that can be applied to our daily analytics work.

Time Session Title & Abstract Speaker

8:00 – 9:00 AM

Registration & Exhibitor Showcase


9:00 – 9:10 AM

Welcoming Remarks

Aaron Fossum, Digital Analytics Association

9:10 – 9:25 AM

Sponsor Remarks: Adobe


9:25 – 10:10 AM

Keynote: Location Analytics
Placed is measuring +2B weekly locations from +200K smart phone users to build the largest opt-in location panel in existence.  Today, Placed uses the insights from this unique dataset to power several novel market research and mobile ad-tech products including Placed Insights, Placed Attribution, and Placed Targeting.  In addition to these current product offerings, this presentation will cover some "bleeding edge" applications of Placed's unique high-frequency location dataset.

Elliott Waldron, Director of Analytics, Placed

10:10 – 10:40 AM

Significance? I do not think it means what you think it means! A Brief History of Quantitative Market Research Methods
Quantitative Market Research (MR) has a long and storied history. Based largely on Social Science concepts around designing experiments and analyzing random samples, MR has built up an armory of statistical analysis techniques. Times are changing, however, and data sources and analytical methods are developing fast. The old divide between Quantitative and Qualitative methods is eroding, and our analytical techniques are evolving from the descriptive/frequentist methods based on Hypothesis Testing to more modern predictive analytics. In this overview session we will look at the history of analytical techniques used in MR, and show how new data sources and forms are causing us to continually evolve and improve our analytic methods. Chris Robson is Senior Vice President of Research Science at ORC International. In this role he leads the Global Research Sciences Group, providing worldwide analytics support to all of ORC’s business units. Prior to joining ORC he was co-founder and Chief Scientist at Parametric Marketing, a research and analytics consultancy. During the ten years he ran Parametric he was responsible for the selection and development of all analysis capabilities. He is a regular speaker at industry events and recently served as President of the NorthWest Chapter of the MRA. He is a seasoned executive with extensive experience in both marketing and technology. Prior to co-founding Parametric, Chris was Vice President of Engineering for WebCriteria, Inc. Prior to that, he spent thirteen years with Hewlett-Packard in a variety of senior management roles in R&D, Marketing, Business Development and Advanced Research. He started his career as a mathematician building complex statistical models of radar systems.

Chris Robson, ORC International

10:40 – 11:00 AM

Networking Break and Exhibitor Showcase


11:00 – 11:45 AM

Career Panel

Panel TBA

11:45 AM – 1:15 PM

Networking Lunch and Exhibitor Showcase


1:15 – 1:30 PM

DAA National Update

Steve Petitpas, GM, Microsoft.com, Production Studios & Events, Microsoft Corporation and DAA Board Member

Mike Levin, Executive Director, DAA


1:30 – 2:15 PM

Internet of Things Panel Discussion

Panel TBA

2:15 – 2:35 PM

Networking Break and Exhibitor Showcase


2:35 – 3:20 PM

Keynote: Demand Forecasting

Jeremiah Haymon, Microsoft Store

3:20 – 3:25 PM

Sponsor Remarks: comScore


3:35  - 4:20 PM

Keynote: Political Analytics

Amelia Showalter, Obama For America

4:20 – 4:30 PM

Closing Remarks

Aaron Fossum, Digital Analytics Association


Members: $40
Non-Members: $95

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


One Star

Adobe visualiq


Society Consulting