Awards for Excellence 2015: Nominees

Congratulations to the 2015 Awards for Excellence Nominees

Digital Analytics Rising Star (Individual)

  • Kevin Adams, Lead Analyst, Pointmarc Open to view Nominee Details

    Continually challenges to provide maximum data insights and value to the client.  Leverages data management strategies to realize team-wide efficiency gains.

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  • Simo Ahava, Production Director, NetBooster Open to view Nominee Details

    In the past year, Simo, and the great advice and knowledge he shares on his blog ( have become a go-to source for anything Google Tag Manager related. It's amazing to have such well detailed and documented practical advice for implementing GTM, understanding new features, and using the tool regularly published by such a knowledgeable person in the industry.

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  • Nadir Ali, Director of E-Commerce Analytics, Wyndham Vacation Rentals Open to view Nominee Details

    Nadir stepped in as the Director of Ecommerce Analytics Wyndham Vacation Rentals (WVR) halfway through 2014, and has already made measurable waves in the travel and web analytics community. He developed insights that not only helped to improve the user experience shopping online for vacations but also drove WVR business decisions. For example, he looked at the number of nights people were looking to stay at a vacation property and found that the rules dictating which rental properties appeared in the search results didn’t correspond with users’ actual wants. This insight led to revenue management and marketing to develop and present to properties and promotions to their shoppers which resonate.  This improved user experience and satisfaction, enabling customers to find exactly what they were looking for.  Additionally, it improved WVR’s bottom line, better aligning demand and supply.  Nadir has taken this data-driven approach on the road, educating other Wyndham divisions and industry practitioners about the importance of understanding customer behavior and demand.. He presented at the IQPC Marketing Analytics Conference in October and is scheduled to speak at the Eye for Travel Smart Analytics conference later this month.

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  • Intan Andini, Digital Strategist, XMGravity Open to view Nominee Details

    Intan is a Digital Strategist with 2 years of experience in Web, Social Media and Campaigns. She has worked on integrated campaigns for major clients such as XL Axiata and Unilever. Formerly a Website and Social Media Analyst with 2 years experience with a proven track record of success within top-tier clients such as XL Axiata, ICI Paints , Indofood, Nestle and have been recognized with several awards during her career. 

    Successes included creating a social media and online advertising campaign that generated enormous media buzz and was key to the successful engagement and key conversions for clients.      

    Achievements include:   

    • Taking a leading role setting Digital assets goal for all clients.   
    • Taking a lead in creating 360 campaign strategy for 4G commercial launch in Indonesia (#4Goodness) resulting 60% SOV among 3 competitors. (
    • Creating an Example of Business Disciplines measurement Framework for One of leading e-commerce platform in Indonesia.

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  • Akhil Anumolu, Principal Marketing Specialist, Symantec Open to view Nominee Details

    Akhil has a done an amazing job in taking our search analytics to the next level. He has truly bridged the gap for us when it comes to understanding the full funnel of our business in only 8 months in this role, which also includes global web development and optimization. Before rejoining Symantec, he lead marketing for the startup Wonder Workshop (formerly Play-i), growing them from initial inception to over $2M in eCommerce pre-order sales in 12 months. Prior to that he spent 2 years at Symantec helping build and lead the global optimization program under James Niehaus & Peter McRae, whom was nominated and a finalist for DAA Practioner of the Year.

    Outside of work, Akhil actively engages in #measure discussions with practioners globally on twitter. He has amassed a good number of followers in the field and actively looks to learn from conversations already taking place and contribute to them further.

    Akhil, at age 25, has done all this in less than 4 years in the industry, coming directly from graduating college to Symantec.

  • Ram Manohar Bokkisa, Digital Analytics Consultant, Cognizant Technology Solutions Open to view Nominee Details

    Ram's technical expertise on the newly rising technology Tag Management systems (Adobe DTM, Tealium, Ensighten and GTM) and his tool agnostic approach with experience on SiteCatalyst, Coremetrics, WebTrends and Google Analytics within a short span of time of 3 years into the field makes him definitely a Rising star of the field. His blog on Tag Management system is a really good resource for all the people who want to learn Tag management from basics.

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  • Nehemiah Burney-Porter, Digital Analyst, Archer Group Open to view Nominee Details

    Nehemiah is an extremely talented individual who in just a short few years has gone from basic online knowledge to one of my most trusted colleagues. I do not work with Nehemiah at this time, but I have in the past twice- I can always look to him for help brainstorming complex reporting solutions as well as complex implementation strategies. On multiple occasions I have seen him see 10 steps ahead of the rest of the business to identify data opportunities and problems before they are even possible earning and saving companies millions.

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  • Eric Fettman, Analytics Coach and Trainer, E-Nor Open to view Nominee Details

    Eric Fettman is the next big thing.  He's been involved in the industry for 10 yrs as a digital analytics practitioner, trainer, and consultant.  I envy the passion in his voice while talking to clients - whether he's explaining his analytics training curriculum, development plan, or just basic concepts to clients - he makes analytics easy to understand and ties it together tangibly with it will result in gains for your business.  He's created sites dedicated to quizzes and games (his latest gaining popular attention is Analytics Jeopardy!) and analytics tips of the day - just for fun.  Eric is known across the nation and internationally, conducting trainings on digital analytics throughout the United States as well as in countries such as Dubai.  He is a thought leader having written several popular published articles and creating hit training videos on advanced digital analytics topics.  If you haven't heard of him now, I guarantee you'll hear about him in 2015.

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    @ericfettman,  @GglAnalytcsTest,  @GATipOfTheDay

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  • Ben Gaines, Sr. Product Manager, Adobe Analytics, Adobe Open to view Nominee Details

    Since 2009, when he had the vision to provide enterprise-level support using social media, Ben has continually sought to provide value to the analytics industry. In his current role, he both conducts analysis on behalf of the Adobe product team and is directly focused on making the lives of analysts and practitioners less complicated and more impactful to the CMOs they serve by implementing workflow improvements and ongoing innovation to Adobe Analytics platform. Ben's emphasis on analytics use cases that span tools and platforms allow him to contribute throughout our entire industry, not just within one set of tools. As a blogger and tweeter, Ben focuses on practical tips and advice that help digital analysts experience success. Ben's humble nature and desire to give back to this quickly growing industry makes him the perfect candidate to be honored as a rising star. 

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  • Julie Kerry, Publisher, Henry Stewart Publications Open to view Nominee Details

    Over the course of 2014, Julie Kerry has been the key figure in the eventual Fall 2014 launch of a new educational and career development resource for the digital analytics industry, the journal of Applied Marketing Analytics. This new journal is a practitioner-centric journal - meaning anyone in the industry, from practitioners, to vendors, to academics - can contribute their knowledge and thus help our industry evolve to be on a par with other industries who have matured enough to have their own unofficial or official journals.  Julie has worked tirelessly on behalf of Henry Stewart Publications to bring the journal of Applied Marketing Analytics. Julie has reached out to, and sought the guidance of, industry figures and luminaries, a few of whom (including the esteemed Jim Sterne), are now on the Journal's Editorial Board, to help make this happen. She's patiently educated the community about what it takes to make a Journal happen, and very patiently worked with people who never submitted an article to a journal before (let alone help edit one).  Many of us look forward to the future of the journal of Applied Marketing Analytics. Julie is definitely a DAA Rising Star - thank you Julie, we're excited to see a full year of peer-reviewed digital analytics research in 2015 and beyond!

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  • Christopher Lipsit, Senior Digital Analyst, Bonnier Corporation Open to view Nominee Details

    Chris Lipsit is champion of digital analytics. He is the go to person for our local team and his knowledgeable about how analytics data impacts each branch of our company. His knowledge of digital analytics and the coding process that enables it, makes him an invaluable asset to Bonnier Corp. Chris takes the time to coordinator efforts with brand stakeholders to make sure that they are receiving useful and engaging metrics. He also asks why data is being pulled, understands the foresight behind specific metric comparisons, and is always looking for ways to improve how our team measures and reports on user engagement. I believe that Chris Lipsit is your Digital Analytics Rising Star.

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  • Kaitlin Marvin, Data Analyst III, Progressive Insurance Open to view Nominee Details

    Analyst, trainer, and evangelist are some of the many hats that Kaitlin wears in the web analytics community on a daily basis and has been a driving force behind Progressive enterprise digital analytics strategy and best practices. She partners closely with the project and engineering/development teams at Progressive to deliver a solid approach to Digital Analytics and Big Data. She also provides best practices and shares her expertise directly with Google Product managers and UX designers to identify numerous product enhancements that the entire digital analytics community can take advantage of. 

    As an analyst, Kaitlin is the go-to expert on Google Analytics, Google Big Query and Google Tag Manager.  Her expertise extends beyond web applications and her insights have been instrumental in the development, deployment and maintenance of mobile applications at Progressive.  She has also worked with the Enterprise Architecture community at Progressive to create the vision and strategy for the whole company. She has been named the Data Steward for digital customer experience analytics at Progressive, of which her role is to ensure that analytics is created and implemented in a consistent and fluid manner throughout all of Progressive’s implementations. Kaitlin passed her Google Analytics Individual Qualification (IQ) test in April of 2014.

    As a trainer, she has taken it upon herself to develop and deliver frequent technical and marketing training courses to all employees of Progressive. These courses have quickly become some of the most requested classes that Progressive has to offer and often have waitlists associated with them. In fact, a few Google employees recently took the classes and had a number of positive takeaways from them.

    Finally, as an evangelist, Kaitlin has openly shared her thoughts on improvement of Google’s various products with their teams and has taken part in beta testing numerous prototypes and usability tests for Google. This has led to a number of feature improvements across Google Analytics, Google BigQuery and Google Tag Manager. At a recent Google All-Hands meeting, she advocated several product enhancements that have made it into the core Google Analytics offerings that the entire digital analytics community can benefit from. 

    Outside of working hours Kaitlin offers pro bono consulting to other organizations trying to architect their web analytics practices, including a local baseball team’s website and a startup mobile application. She is an author of a new blog that shares her valuable experience with the wider community, which can be found at

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  • Eric Matisoff, Director of Analytics, Search Discovery Open to view Nominee Details

    Eric is often described as a truly T-shaped analytics employee: with a broad understanding of the digital ecosystem and a very deep expertise in many different data-driven practices. Eric’s unique history - starting in Computer Science, migrating to Visual Design and Business Intelligence, growing at a big digital agency, and honing his craft at Search Discovery’s analytics-focused agency - gives him a rare perspective on analytics. That rare perspective includes hundreds of happy client projects involving Implementation, Analysis, Reporting, Insights, and Optimization.

    Over the past year Eric has doubled-down on his activity in the analytics world - writing blog posts on tactical and strategic topics, sharing ideas and key articles via social networks, and even leading sessions at analytics-focused conferences! You’ve probably read his posts, made use of his tips and tricks, and hopefully enjoyed his sarcastic yet entertaining opinions on analytics and where our booming industry is heading.

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    For some of Eric’s latest submissions to the analytics world, check out the following resources:

  • David Millrod, Managing Partner, Insight Rocket Open to view Nominee Details

    David Millrod is a brilliant start-up manager and a consistently innovative presence in Web Analytics. I have yet to meet a person more dedicated to the art of bending data to achieve actionable results. I chose to follow him in Insight Rocket and help develop the Insight Hub because I share his philosophy that turning data into stories is the natural role of analysts, and they should have the tools and the forum to tell these stories.

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  • Vinod Narbar, Digital Media Strategist, VizExec Transformation Pvt Ltd Open to view Nominee Details

    I have started my Analytic practice in September 2013 and make a complete Digital Media Strategy for Narendra Modi 's Election campaign. I have used so many Analytic tools and got an Expertise on them. It includes Google Analytics , Site Catalyst , Nuvi, Radian 6 Etc. Now everyone knows how effectively I used these tools and Social Media to make a Positive sentiment for NaMo. After completed the Election I have so many option for these type of Analytic Job which include Big data. But I opted another African country Gabon to provide my service and use my Analytical abilities. So I think I can be best contender for this Award

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  • Casper Blicher Olsen, Industry Analyst, Google Open to view Nominee Details

    In all ways Casper represents the next generation of digital analytics who burns with a dedicated passion for the field above and beyond any normal sanity and job requirements. His dedication and devotion to data maps a trajectory aim at the highest level and positions in the analytics community.     Despite the humble age of 26 he already achieved more than 4 years of dedicated experience from both Cardinal Path and IIH Nordic before signing up with Google as an analyst in November.    

    As the first dane to earn an Award of Achievement in Web Analytics from the University of British Columbia and as a Certified Web Analyst from The Digital Analytics Association Casper strives to build a consistent framework across both theoretical and practical knowledge.     At the same time he loves to share this knowledge and functioned as an active member of the DAA serving on both the research committee and the SIG focusing on the European Cookie Law for years - this dedication to share also shows in his willingness to travel and present the analytics message whether it be at SuperWeek with Avinash or at a Google Analytics training session in Copenhagen.

    In all ways practical Casper is the true image of a Rising Star.    To quote Alex Langshur and Stephan Hamels words from Caspers Linkedin profile     “Casper is a stand-out in many ways: he works hard, shows initiative, seeks out ways to bring innovation to the tasks at hand, has great team spirit and put his hand up to offer help to others. But above all, he's a great guy who knows his stuff.”   Alex Langshur  Co-founder & Senior Partner at Cardinal Path    “Simply put - a bright young analyst with a great future. I hope he will make us the pleasure to come back with the team!”  Stephane Hamel  Director of Innovation at Cardinal Path

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  • Enrico Pavan, Digital Analyst & Conversion Rate Optimizator, Open to view Nominee Details

    Enrico is one of the first digital analysts in Italy to have created a blog dedicated and, above all, to have embarked on this career. He has always proved very favorable to the evangelization of digital analytics, taking courses at the main Italian universities and major conferences held in Italy.

    He was interviewed several times in magazine dedicated to the web / digital world and has always proved willing to direct comparison is face to face or through the main social media. He is considered one of the leading gurus in Italy, especially regarding conversion rate optimization, navigation and user experience testing.

    In 2009 he participated actively in the development of ClickTale through the suggestions that were required in the blog. To date turns out to be one of the leading innovators in the field in Italy and the presence at universities, corporations, and convention is proof of this.

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  • Lea Pica, Manager, Digital Analytics, Prudential Open to view Nominee Details

    Over the last several years, Lea Synefakis-Pica has worked diligently to speak at analytics conferences about mastering a discipline that's crucial to an analytics practitioner's career roadmap, but it's not often talked about. That discipline is effective analytics presentation and data visualization for memorable and impactful storytelling. Inspired by the response to this topic, she is working to build an online resource destination for analysts and analytics vendors who want to kill it in the conference room. This destination will over time include a blog, free tools and templates, newsletters, e-courses, video tutorials/makeovers and a podcast. She hopes to become a valued resource for the DAA community looking to make a bigger splash with their executive audiences and inspire the action they want.

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  • Stephen Racano, Director of Business Intelligence, CreateThe Group Open to view Nominee Details

    Stephen has single handedly built the digital analytics department of Morpheus Media (now CreateThe Group).  He manages the P&L, hired all staff, got the team GA Premium Reseller Certified (a very rare honor for a media agency), is considered one of Googles best partners on this product and has clients who adore him and his team.  His department has been the fastest growing part of the business for 3 years running.

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  • Olivier Silvestre, Vice President of Analytics Solutions Group, Ensighten Open to view Nominee Details

    Olivier Silvestre, vice president of Analytics Solutions Group at Ensighten, is a prime candidate for the DAA’s 2015 Digital Analytics Rising Star Award. Silvestre’s data analytics career began as the director of professional services for web-analytics pioneer WebSideStory, serving during a nine-year period in which the company built up its value prior to a 2004 IPO, ahead of its 2008 acquisition by Omniture /Adobe.

    As an expert in web analytics and optimization, Silvestre created one of the industry’s first Conversion Optimization Programs and led a team with a 100-percent success rate helping clients increase online revenue. He subsequently co-founded tag management company Tealium in 2008, and then joined Anametrix as SVP of client success. Silvestre led the Anametrix implementation and account management teams, as well as data scientists and other experts in professional services. His focus has always been ensuring clients gain full business value from their marketing analytics solutions.

    Currently, at Ensighten, which acquired Anametrix in 2014, Silvestre will put his energy on building up a Professional Service organization focused on Advance Data Analytics Solutions. Silvestre’s team will design and create the framework (tools, methodologies and best practices), leveraging advanced analytics and data science to enable clients to leverage the ever growing computing power at our disposal to solve most of the key challenges digital marketing faces today and will tomorrow.

    Silvestre loves sports and is a huge tennis fan and player. His competitive spirit gets translated into the way he approaches things with the joy of winning. Nothing is more rewarding than experiencing success through your clients, he says.     Another of Silvestre’s passions is wine, for which he merged his professional and pastime worlds, by founding VinoMatch, a search engine that matches people with their personal tastes to wine choices.    With his experience in the analytics space and dedication to his career, Silvestre will be a rising start to watch in 2015. 

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Practitioner of the Year (Individual)

  • Intan Andini, Digital Strategist, XMGravity Open to view Nominee Details

    Intan's been working in digital Industry for over 4 years, at least. Starting from her analytic role to strategic one. Having said that its obvious that one of her strength is about analytic. The way she utilizes data, into thoughts and analysis, into strategy of next action steps. I think as a strategist, she's capable in doing the skills e.g. analysis, planning, cross-channel communication, UX, business overview, client's industry landscape, etc. She is one of the lead in stimulating KPI Model for Telco Industry in regards achieving client's business objectives.  One of  her greatest work in 2014 is become a lead in one of the 4G campaign in Indonesia named #4Goodness. #4Goodness is a thematic digital campaign and social movement in the moment of 4G commercial launch in Indonesia. We invite and encourage people to share their aspiration & idea about 4G LTE technology trough website, social media and event activation. Since this idea is created for better Indonesia, This campaign also acknowledged by Jakarta Governor Basuki Tjahaja Purnama (Ahok) in the end of 2014  (See the video here

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  • Linda Benowitz, SVP, Director Digital Insights Management, Citi Open to view Nominee Details

    In little over a year, Linda has led the creation of a global digital analytics organization at Citi, building from the ground up capabilities for tagging, reporting, analytics, and A/B testing.    Presented with the challenge to make Citi the leading digital banking organization in the world, Linda first made a realistic assessment of the bank’s maturity in digital analytics. From this analysis, Linda developed a strategy to focus on building out a set of standard practices for all global regions within the bank.  She engaged a diverse group of business partners around the world and gained their support and buy-in to build out a Center of Excellence to support Citi’s growth and increased demand for actionable analytics.

    At the core of this team, the Digital Analytics Center of Excellence is comprised of 10 digital analytics specialists focused on developing and retaining core knowledge of these standards and practices. The team works with global digital business partners and analysts to implement and disseminate global standards and best practices across the 7 regions and 31 countries where the bank has digital banking operations. The Center of Excellence has successfully delivered critical reports and data collection capabilities enabling the global teams to increase conversion rates, sales and most importantly improve the customer experience on Citi’s digital properties.    Once critical mass for standardized site tagging and reporting was achieved, Linda layered in a site optimization team to perform analysis and conduct A/B and multivariate testing on select digital banking microsites to increase conversion and improve customer experience. Efforts to expand testing globally are underway and are a high priority.

    These efforts continue today and Linda continues to evolve the bank’s global digital analytics strategy.  She is rapidly changing Citi’s culture through the many digital analytics initiatives infusing actionable analytics and “test and learn” into the global digital community.

    For the swiftness with which progress has been made in a highly regulated, complex global environment, and for the singular focus on accelerated execution of a well-formed strategy, Linda Benowitz deserves to be recognized as a Practitioner of the Year.

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  • Muhammad Kaisar Bhuiyan, Assistant Manager, Cookie Jar  Open to view Nominee Details

    First of all I am a Bangladeshi and my country is a developing country in the world. In Bangladesh, it is really tough to find an analyst as it started growing in Digital Marketing from last 2 years. I am a certified in Google Analytics along with Google AdWords and Google Advance Video Marketing. I stepped into the IT industry 6 years back but most I was doing is Email Marketing, Search Engine Optimization and a little bit of AdWords practicing for my previous company. I joined with my current company, Cookie Jar back in the middle of 2013 and right now I am heading the department of Digital Operations. I am working some major brands in Bangladesh like Airtel,, Samsung, LG, Reckitt Benckiser, GSK, PepsiCo, New Zealand Dairy and some projects of Grameenphone (Telenor Group). It was so tough for me to get a mentor from whom I can learn how to do analysis. What I have learnt is totally from blogs, forums and Google guides. Last year I realize to get the certification and went to Singapore to be certified on Google Analytics. From Marketing Institute of Singapore, I successfully completed my course and certified in Google Analytics.

    I have chosen as one of the #CertifiedChams from Google.
    Here you can have look at my certifications which I earned from Google.

    My aim is to be an expert in Analytics and teach others how they can do their analysis on their websites. I am already preparing my team members in analytics and there would able to be certified within this quarter I wish.

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  • Jonathan Corbin, Director, Adobe Global Services F&I, Adobe Open to view Nominee Details

    Jonathan Corbin exemplifies the best of analytics professional services. Calm, cool, smart, and collected accurately is a good way to describe Jonathan's approach to work. He's active in the Boston startup community, the co-founder and current President of the Boston DAA Chapter, and a known speaker at industry events. He has the ability to see multiple facets of a business/technology challenge and understand how to effectively initiate, control, execute, and close strategic analytics projects is top-notch. Jonathan is a world-class businessman and knows how to form strong professional alliances. He is a person who can actually execute and deliver work in complex-matrixed global environments while managing some of Adobe's largest and most satisfied accounts.

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  • Natalie Dix, Director of Data Strategy, Pointmarc Open to view Nominee Details

    With a career that spans Amazon, Google, Expedia, Microsoft and Creature, Director of Data Strategy Natalie Dix is an experienced senior digital marketer with a passion for analytics and a flair for data storytelling.    With an unshakeable belief in the power of data, Natalie brings a deep expertise across campaign and vendor management, marketing and customer analytics. She serves as lead testing strategist on a number of high-profile global accounts in technology, retail and media industry verticals.    Directed by data and inspired by innovation, Natalie is sought-after for her ability to develop and execute strategic data-driven optimization programs within large organizations.

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  • Joshua Dodson, Web Analytics Instructor, Higher Ed Experts / Digital Marketing Strategy and Optimization Manager, Eastern Kentucky University Open to view Nominee Details

    Joshua has implemented new methods of tracking, assessing, and improving marketing at Eastern Kentucky University, as well as developed several Higher Ed Experts courses and has given industry presentations about the use of digital analytics in universities and colleges. He has taught principles of introductory, intermediate, advanced, and predictive analytics to more than 200 higher education professionals in his online courses at Higher Ed Experts and has thus advanced the practice of analytics in this niche.

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  • Kyle Donaldson, Senior Consulting Engineer, Society Consulting Open to view Nominee Details

    Kyle is a top expert in both implantation and reporting. No matter the company, and no matter the challenge Kyle is the guy for the job. Not only is he an expert in the digital analytics space he is an excellent teacher. Given my 5 years in the industry he has helped me to go from someone with no analytics experience to an owner of an analytics digital agency.

    While he isn’t a blogger or a social media celebrity, there are few in the DA world with more knowledgeable than him on the subject matter.

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  • Charles Farina, Manager, Digital Analytics, Analytics Pros Open to view Nominee Details

    Charles Farina is a highly gifted digital analytics evangelist & trainer. His work stands out above the rest as inspiring our clients to use their data to make sound business decisions. In the past year Charles has trained business stakeholders from many different types of companies, from software companies to brick & mortar retail companies they all rave about his ability to make data come alive. Sometimes this means that Charles shines the light on the fundamentals of how to use data and other times this means illuminating advanced concepts in ways that can be easily understood and digested.

    The consistent thread through Charles practice of digital analytics is a keen focus on understanding the challenges, questions and goals that our clients have and providing the most insightful data for them to use. It's all to easy to focus on the technical challenges present in a robust digital analytics implementation when in reality data, without the ability to understand it's meaning or to communicate it relevance, is useless. The synthesis of these skills is what really makes Charles shine.

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  • Justin Goodman, Analytics Lead, Analytics Pros Open to view Nominee Details

    Justin's work with Digital Analytics has been exemplary. He consistently pushes the boundaries of what is possible with data on two fronts.    Justin has worked with many of our clients to tailor their Google Analytics implementations to perfectly dovetail with their business practices. This customization makes what was once a very advanced analysis, requiring joining disparate data sources and massaging the data, into a simple matter of loading a report in GA.    Once the data is flowing Justin hasn't stopped with the default reports in GA. He has taken the next step to use the GA API's to access data in Tableau to create world-class visualizations and dashboards. These dashboards have sparked the interest and discussion on data that ultimately leads to action.

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  • Hennie Grobler, Technical Architect, Naspers GASP Open to view Nominee Details

    Advancement of Web Analytics for Naspers's global eCommerce.  Combining information sources to provide intelligent information for decision making.

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  • Thomas Koep, Sr. Analyst - Marketing Analytics, Vail Resorts Open to view Nominee Details

    As a Sr. Analyst – Marketing Analytics for Vail Resorts, Koep is responsible supporting the entire Marketing, Sales, and Communications organization for Weekly Reporting and detailed analysis. His work includes all analytics reporting, which includes a combined 2,500+ data requests in Adobe Analytics requests weekly, tying countless number of metrics together.  His focus includes everything from product performance and conversion to business impacts for future timeframes.  His analysis and reporting are used by all levels of business executives at Vail Resorts and are used in making data-driven decisions from the resort-based employees all the way to the executive weekly meetings.

    Problems which Vail Resorts Automated Weekly Reporting / Reportbuilder Process Solves:

    1. Vail has 1 Web Analyst responsible for 70+ websites and $100s of Millions in Yearly sales.
      • Reportbuilder and this excel based process allows Thomas Koep to report on 11 “major” brands in a weekly format that is consistent, so he can look at two resort reports and quickly understand how they compare in Lift Ticket, Ski School or Lodging revenue or conversion for deeper analysis.
      • Reduction in manually inputting data.  Since all reports are automatic, and the queries / formulas are written into the Dashboards, Vail Resorts as a company only needs to edit our date ranges three times to populate Weekly, Monthly, and YTD numbers for all weekly reporting.
    2. Product performance by resort (Aggregate and Individual Product level).
      • Since each resort matches their sister report, Vail Resorts have the ability to identify conversion funnel issues “by product category by resort” to understand if there is a specific issue on any of our sites and immediately make IT changes via a weekly eComm dashboard.
      • Historical conversion rates are also available to understand if UX changes are making an impact in sales, allowing Vail Resorts to optimize individual steps in the purchase process and measure the pre / post impact.
    3. Business pacing by “Timeframe.”
      • Vail Resorts makes sure to watch the entire season pacing as a whole, but also watches how they are pacing for individual timeframes within the season, i.e. Holiday / NYE / MLK Wknd, etc.
      • All of the weekly reports report on product pacing by “Timeframe” Yr/Yr so Vail Resorts knows exactly where a potential weakness in sales by Product Category would be, allowing the set up of marketing campaigns targeted directly at improving sales in need periods.
    4. Mobile % of Sales.
      • Through launching 11 new mCommerce sites this Fall for Same Day and advanced Lift Ticket sales ( ), these weekly dashboards are able to watch everything from Yr/Yr pacing by Device Type, booking and searching windows, and conversion funnels of Mobile Lift Ticket customers and compare the data to the Desktop purchase process.
      • Utah Media Post:
      • This allows Vail Resorts to watch weekly ROI on this major initiative and trends in consumer behavior (i.e. are customers making the switch to Mobile more this Ski Season due to the complete revamp of the Mobile UI?)
    5. DMA / Country / State performance.
      • Automated weekly reports, customized by brand, watch YTD numbers for all major markets to make sure online pacing is keeping up with Yr/Yr numbers and marketing efforts are converting.
      • Each resort has focus markets, these reports allow the individual brand manager to focus directly on their target markets and implement changes in Media, Social Posts, or CRM Email pushes directly in need areas.

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  • Amy McDowell, VP, Digital Marketing, BaubleBar Open to view Nominee Details

    Amy McDowell is an outspoken advocate for using data to drive digital marketing strategy. At BaubleBar she is advancing the work of the analytics industry by building a team of data-driven marketers. In the fashion/retail space, Amy models a future best practice in her willingness to share analytics best practices, stories about what is working, and provide guidance to up-and-comers in the space.

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  • Rick McFarland, VP, Data Services, Hearst Corporation Open to view Nominee Details

    I am pleased to nominate Rick McFarland, VP of Data Services at the Hearst Corporation, for the DAA Practitioner of the Year Award.    Rick joined Hearst with the daunting mission of bringing "Big Data" to a 127 year-old media network. 

    Hearst originally began as a newspaper publisher and has evolved to include a broad range of highly diversified companies spanning newspapers, magazines, broadcast television and business information.  Today, Hearst’s network of companies includes 15 daily and 36 weekly newspapers, more than 300 magazines worldwide, 29 television stations which reach a combined 18% of U.S. viewers, and ownership in the leading cable networks A+E Networks, and ESPN Inc., as well as business publishing, digital distribution, television production, newspaper features distribution, and real estate ventures.   

    Over the course of two short years, Rick has for the first time established a centralized big data platform that is connected to all the data systems through the Hearst network.  It includes data from all our digital properties world-wide, our major external resources such as DFP and Adobe, and all of our content management systems (CMS).  It is currently just over 1 petabyte in size and growing at the rate of 1TB a day.  Ingesting data and interfacing with Hearst¹s complex network of data resources has not been without its challenges though.      In Rick’s own words: “It’s like trying to introduce ‘worp’ engines (a Star Trek reference) to a world that relies on rocket engines.  You can’t just show up and expect everyone to use it.  You have to help them build new rocket ships, introduce new tools, and train them to work with the new technology.”   To this end, some of Rick’s biggest accomplishments have been:    

    • Establishing monthly “Data Huddles” that are now attended by over 100 technologists and engineers across Hearst¹s companies. Rick uses these meet ups as a platform for sharing big data ideas new techniques, and has brought in expert speakers from Amazon and the New York Times.   
    • The creation of global data governance practices that include establishing a single tag management solution across all Hearst digital properties worldwide.  This solution not only helps create better data management practices, it also establishes more efficient data management while providing a real-time data feed to the big data warehouse.   
    • Leading the effort to create a centralized API platform for Hearst that exposes and connects data resources across the organization for both internal reporting and business insights. The APIs serve as the connective tissue for the technology platform efforts across the enterprise.  

    Rick’s data strategy has paved the way for tens of millions of dollars of revenue impact and initiatives that been transformative to Hearst, including DFP consolidation, audience-centric ad sales, and the development of a centralized next-generation publishing platform.     

    Prior to Hearst, Rick was with Amazon for 5 years where he led analytics teams in both the global marketing and Kindle departments. He earned his PhD in Statistics from the University of Virginia and a Master¹s degree in Engineering and Operations Research from Stanford University.  His undergraduate degree is in Mathematics from the University of Kansas. 

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  • Grace McLean, Director of Digital Analytics, ESPN Open to view Nominee Details

    Grace is the Director, Digital Analytics at ESPN and is in charge of data collection across all products and platforms for the entire organization.  Grace is one of the most knowledgeable digital analytics professionals I have ever had the pleasure of working with and her digital analytics implementation skills are second to none.  ESPN tracks its users across every device imaginable, from the fixed web to iOS and Android to Xbox, Roku and Apple TV.  Grace has aligned the ESPN organization’s data collection standards in order to allow the stakeholders at her company make data informed decisions on the direction of their organization.  Grace works with a very small team of analytics professionals to ensure data quality throughout ESPN and at the same time mentors those professionals on their digital analytics career path.  Grace has spoken at the Disney Analytics conference, Adobe Summit  and other various conferences helping the industry understand data collection on the cutting edge.

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  • Chris Meares, Director of Analytics Consulting, MaassMedia Open to view Nominee Details

    I can think of no one more knowledgeable in the field of digital analytics than Chris.  He has the rare combination of technical expertise and business acumen that allows him to bring great value to any analytics project.  Ask a question about any analytics tool or any digital platform, and Chris has an answer!  Chris was instrumental to the growth of MaassMedia in 2014, securing clients such as ESPN, Allconnect and Starwood Hotels.  His leadership and dedication resulted in a 67% increase in the size of the MaassMedia team, which he mentors in everything from client management to analytics implementations and analysis.  Chris is always willing to share his knowledge, not only with his own team, but throughout the analytics community.  He is a regular participant in Web Analytics Wednesdays, DAA symposiums and groups, and digital analytics online communities.  He was a featured speaker at eMetrics Boston earlier this year, and authored an article worthy of publication in the Journal of Applied Marketing Analytics.    Anyone who has worked with Chris will agree that his knowledge, the value he brings to clients, and his willingness to help others all make him deserving of the Practitioner of the Year Award.

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  • Nandita Menon, Product Manager, GoPro Open to view Nominee Details

    The Practitioner of the year exemplifies what we all strive to achieve. Nandita Menon’s work with GoPro over the last 12 months has truly been exemplary.  Nandita has successfully led industry leading Analytics implementation across all of GoPro’s platforms and software. In 12 months, GoPro has released a number of Apps for iOS, Android, gaming consoles like Xbox 360 and Xbox One, Windows 8.1 and LG Smart TV, in addition to a long list of software and services that GoPro end users are now enjoying. Many of these implementations are not even based on tracking models that existed. There is no guide on how to track an LG Smart TV. Nandita has been able to provide insights that help GoPro employees make the content that leaves you entranced. Nandita’s key role is not just getting Analytics implementation in place, which would be an achievement enough for most, but raising the bar by ensuring that this is always done strategically. Meetings with key stakeholders always take place, to ensure what is being tracked and it is inline with the outlined strategy, helping lead the way for GoPro to achieve it’s product and business goals.

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  • Anees Merchant, Senior Vice President - Digital, Blueocean Market Intelligence Open to view Nominee Details

    Anees leads the Digital practice and brings over 18 years of experience to Blueocean Market Intelligence. He has worked with numerous global Fortune 500 clients across various industries, including Retail, Travel and Hospitality, Telecommunications and Technology, Media and eCommerce.  Anees has been instrumental in setting up a dedicated digital team at Blueocean in last 18 months, while launching specialist services aimed at different client verticals. In 18 months, Anees has also created different technology solutions for different client needs, which cater to various adherent customer needs like consumer profiling, managing and launching retail programs in lean vs. holiday season, planning campaigns depending on weather conditions etc.

    Anees has been the brain behind Blueocean’s award winning solutions called Social Effectiveness Index and Digital Persona Insights. These solutions have been showcased also in leading industry conferences across the globe.  Recently Anees led Blueocean’s social insights team - to create a proprietary, custom made solution based on consumer feedback on social platforms for a leading CPG brand in US. The big data solution was built on automated data extraction platform from social channels – which then connected to TALEND based ETL system for business logic, and finally connected to BI platform (Tableau). This agile and big data solution was all hosted on AWS (Amazon Web Services). While combining different facets of technology, the solution provided real time, on demand, highly customized and globally accessible social intelligence solutions thus enabling the client to take near to real time insights from social media channels in areas like – feedback in Innovation and R&D, tweaking Marketing Communications, driving strategic engagement programs, etc.

    Apart from focusing efforts on clients, Anees has been instrumental in driving key Analytics and Digital Interest groups in India and other parts of the world. He has setup and participated AIGs (analytics interest groups) to drive interests and focus on digital and analytics awareness.  A practitioner, innovator and industry thought leader, Anees has contributed across different facets of digital and analytics initiatives.

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  • Lincoln Mongillo, Web Category Manager, Global Technology, Starbucks Coffee Company Open to view Nominee Details

    I've had the privilege of working with Lincoln Mongillo for the past three years and it has been a privilege to not only see the passion of digital analytics grow, but also the practice and involvement evolve within this large organization. Lincoln has played a monumental role in this data-driven growth and exemplifies what the Practitioner of the Year should aim for - leading analytics among his team, evangelizing the practices and usage of data for others on surrounding teams, and growing 'beyond the pageview' to explore ways data can play a key role in every facet of the organization.

    Lincoln has been successful in bringing two of the best things together - data and coffee. From engaging data on the web side of things, his influence and leadership has brought digital analytics into mobile, advocating for knowledge and information within the mobile applications and pushing for boundaries yet to be seen within the space. Lincoln leads data with strategy, not just tracking for the sake of tracking, but tracking for the sake of answering business questions. His use of digital analytics and passion to dive in and learn more is inspiring.

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  • Stephen Racano, Director of Business Intelligence, Create The Group (CTG) Open to view Nominee Details

    Stephen exemplifies all aspects that are needed to make an amazing analyst.  He is able to break down complex subjects across clients and internal teams - allowing for clarity for clients and increased leanings across teams.     He continues to stay at the forefront of analytics by testing the capabilities of Universal Analytics along with user based measurement. Additionally, he's able to translate the needs of clients across multiple industries to analytics product teams allowing for greater insights and smooth working transitions. He truly encapsulates what it takes to be a leader.

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  • Steen Rasmussen, Senior Partner, IIH Nordic Open to view Nominee Details

    Steen Rasmussen has proven over and over that he has a radical understanding for not only web analytics, but also identify valuable business opportunities and turn insights into well-designed strategy.

    Through the years he have helped grow the Nordic Web Analytics community to a well-connected and organized industry and his focus on “return on analytics” and “applied analytics” have placed him as a central person in the move from analytics as a technical service to a business development function in many organizations.

    He is a recognized speaker and specialist used by Google in their Partner Academy and because of his love of analytics, he has been invited to share his insights and experiences from Silicon Valley over Barcelona to Bucharest and Budapest.

    Since 2008 he have arranged and hosted more than 25 Web Analytics Wednesdays, building the event into an almost legendary local institution with speakers from 4 countries and more than 400 attendants for the latest event in 2014. He also continues to serves as both chair of the Digital Analytics Association Certification Board and local representative for Denmark.

    This is this dedication combined with an amazing team which have ensured that IIH Nordic for the third year running have been voted the leading Danish Analytics Agency by more than 700 marketing managers. 

    Still too this day his ambition is to ensure that everybody knows that the practical value of digital analytics goes far beyond the numbers and ties into the bottom line of any business or organization.

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  • Giles Richardson, Head of Analytics - Direct Bank, Royal Bank of Scotland Open to view Nominee Details

    In only his first year as the Head of Analytics, Giles was able to completely shift the culture at RBS. With a team of 4 others looking at web optimization, they had created a familiar number of well received proofs of concept  showing the dramatic improvements data driven optimization could achieve. The challenge was that RBS was very firmly rooted in ‘Firework culture’ that is 

    • Light up something (a new web experience)
    • Run away (without measuring anything)
    • Everyone claps (with no view of success we applaud the act of doing something  itself)

    He understood that in order to change the internal view of analytics it would require some creative thinking. To achieve this he launched a program at mid year called 'Superstar DJs'. Instead of keeping analytics and test and learn tools among a select group of analysts they distributed this to 50 digital ‘Journey managers’ who between them manage the whole digital experience.

    Building on a flexible analytics implementation via a tag management system each Journey manger had live dashboards showing exactly what was going on in their area.

    This allowed the marketer to see which part of the digital journey created a struggle for customers, and allowed them to set up a test to see if they could resolve it. Most importantly, they were trained and supported to do this themselves.

    This program allowed RBS to go from 3 optimization tests in the first 9 months of 2014, to 70 by end of year, have 50+ people working on it as an integral part of their day job, and generated £1m+ already in extra revenue.


    • We only change something when it is seem to be a struggle for a customer
    • We measure if it fixed it and if not it gets backed out
    • We don’t celebrate launches – only customer impacts

    Superstar DJ’s used the theme a of a top DJ feeling connected to the audience he was playing to gauging what they needed. He would experiment with new content and instantly see if it was going down well. If it wasn’t he would change it almost instantly. He was cognitive that audiences change depending on where they come from and over time. Most importantly he had the tools and the skill to do it all himself.

    Now we have 50 Superstar DJ’s who enjoyed the fun of the program, the music ,the crazy updates, the billboard charts, the gold disk awards, the bank execs getting involved with tests so much so. They barely noticed they were changing their way of working forever.

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  • Krista Seiden, Analytics Advocate, Google Open to view Nominee Details

    Krista is truly a star in supporting the SF DAA chapter as one of their co-chairs, leading a successful symposium, and establishing herself as a thought leader through advocacy of analytics and best practices.

    Through most of 2014 she put her practitioner skillset to good use to lead the Google for Work group’s Analytics and Optimization practice internally at Google.

    Towards the end of 2014, Krista moved to the Google Analytics team as an Analytics Advocate where she is using her practitioner experience and knowledge to help educate analytics users around the world. We’re really excited to see what’s in store for 2015.

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  • Leanne Smith, Senior Director, Insights & Analytics, Communications Media, Inc. Open to view Nominee Details

    Leanne Smith is our industry’s Wonder Woman, stopping criminals and evil robots in their tracks. Ad fraud impacts all industries but particularly in the healthcare industry can be detrimental to a campaign; understanding the potential impacts of this, Leanne Smith has been at the forefront of understanding the landscape of the issue and has led the world’s top pharmaceutical and healthcare clients to ensuring their campaigns are safe from nefarious characters. In the early days of the issue, Leanne took charge by analyzing the situation, including the problem and potential solutions; she reviewed offerings from major players in the space and chose the ideal partner to help protect clients; implemented a solution and established best practices; trained internal staff; educated clients and the industry at large via one-on-one meetings, briefings and though leadership pieces; and today continues to service and protect clients with excellent service.

    Leanne is the builder (from the ground up) and leader of an analytics practice that is part of the largest agency in the healthcare media space targeting the healthcare practitioners and has grown to 25+ professionals in her 5 years as its leader.  In this role she is on the cutting edge of analytics techniques, technology and application to client situations.

    Leanne has brought analytics technology and practices to our industry when no other agency has and she has been instrumental in leading the industry in the importance of proper analytics. She recently spoke at AdTechNY on advising client on analytics best practices for digital marketers and will next present at the eMetrics conference in San Francisco on the topic of “Seeing your Customer from all Angles,” ensuring proper analyses are done on your target audiences, implementing personalized marketing approach for optimal success.

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  • Daniel Truman, Web Analyst, Secret Escapes Open to view Nominee Details

    Daniel has transformed how Secret Escapes look attain and analyze data, as well as helped implement strategic changes as a result of this. He looks after seven international territories (with many more to come) and handles a huge amount of work efficiently, accurately and without complaint. I don't know where the business would be without him and I wouldn't like to try!

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  • Jose Uzcategui, Global Data Analytics & Ecommerce Optimization Lead, ASICS Open to view Nominee Details

    The Practitioner of the Year truly shows what it takes to go from a vast understanding of analytics, to being a trendsetter in the greater field.  Jose Uzcategui’s work with ASICS Global over the past several months has laid a path for a very successful future.

    Last year, Jose moved into his role as Global Data Analytics & Ecommerce Optimization Lead, and if analytics is a pool to be jumped in; Jose went straight to the deep end. In just a matter of months, Jose led implementation efforts that spanned across all of ASICS’ platforms, including the mobile application MyASICS that is available for both iOS & Android.     He also brought the concept of a Center of Excellence to the team at ASICS Global, and now holds regular meetings to discuss how to best use the insights that they’ve gleaned from their now-clean data. These meetings are lead by Jose and include the head of each ASICS region including: The United States, Australia, Netherlands & Japan.

    Finally, while living in Canada, Jose co-founded the Vancouver Search Engine Marketing Meetup, which grew from an initial 100 members to over 600 members by the time that he moved to Japan. Jose is a member of the Digital Analytics Association, and is very active across all social media platforms- giving advice wherever he can about best practices for analytics.

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  • Matthew Zaute, Director of Analytics, Rise Interactive Open to view Nominee Details

    Matthew Zaute, Director of Analytics at Rise Interactive, is a dynamic analytics leader with over 14 years of industry experience. He has held instrumental roles during his four years at the digital marketing agency, leading to the significant growth and success of the analytics practice. Matthew began his journey at Rise as an Internet Marketing Consultant, an entry level position at the company, and he quickly began making a sizeable impact on the agency. His role in building out the analytics service offering for the company was pivotal. In just two years, he took a team of one and transformed the analytics practice into a clear revenue driver. In the four years since joining Rise, he has progressed to his current role as the Director of Analytics, overseeing 14 team members and leading one of the fastest growing groups at Rise.

    Matthew’s leadership has improved efficiency and output for his team and added benefit to Rise’s clients. For example, he led the analytics group through a transformational organizational change last year. The shift was in response to both a market need that he recognized, and to better align internal skillsets, which ranged from team members with deep technical experience to those with consulting backgrounds. The transformation resulted in the team’s current structure, which is delineated into an infrastructure arm, which oversees areas like system implementation and setup, and an insights arm, which is responsible for delivering actionable, scalable results and strategy to clients. Together, the team provides services in attribution, competitive intelligence, testing & optimization, platform audit & implementation, and custom reporting and insights for top brands such as Morningstar, American Century, ULTA Beauty, and Allstate Motor Club. Matthew’s vision for change has allowed the team to deliver even more exceptional results for clients, helping companies across multiple verticals turn rich data into actionable insights and answer difficult and complex business questions.

    Going Above and Beyond  Matthew wears a number of hats at Rise, beyond the responsibilities that fall under his official title. He leads Rise’s weekly, all-company client service meetings, which facilitate the sharing of best practices and shares client success stories; the meetings are a primary platform for education and collaboration amongst internal teams. In addition to the impact he has had internally on his organization, and the exceptional results his team has delivered for clients, Matthew has also played a pivotal role in leading Rise to becoming an Adobe Certified Expert (ACE), an Adobe Business Partner, and a Google Analytics Certified Partner, one of only 65 companies in North America.

    Matthew’s involvement outside of Rise has yielded impact, as well. He uses his expertise and passion to educate clients on the power of analytics at national industry events, and uses his experience to help marketing leaders leverage data to make smarter marketing investments. His expertise has been shared at conferences such as: The National Conference for Database Marketing, eMetrics Summit, Conversion Conference, iStrategy, and Rise Interactive’s Internet Marketing Leadership Series. Matthew is also actively involved in the analytics industry and has been a member of the Digital Analytics Association (DAA) for the past three years. Matthew has previously played a significant role in the Chicago chapter’s fundraising efforts.

    It’s clear that Matthew’s contributions to the agency and to the industry go far beyond his duties as a director, and his drive and passion to educate others can be seen well beyond the walls of Rise.    A Positive Outlook on the Future of Analytics  When asked about the future of analytics, Matthew said that he believes, “the industry will continue to gain currency within corporations for both descriptive and predictive assessments. For descriptive insights, analytics will evolve from a siloed reporting discipline to a cross-department perspective on corporate performance. Predictive and prescriptive insights will rely on analytics and data to inform strategy and establish achievable goals. Platform convergence, especially around measurement tools, will be instrumental in achieving these outcomes.” Matthew’s impact on leading, enterprise-level brands, his dedication to staying on top of the latest analytics’ trends, and his passion to educate others, both within and outside of his organization, make him an ideal candidate for the “Practitioner of the Year” award.

    About Rise Interactive:  Rise Interactive is a digital marketing agency that specializes in digital media and advanced analytics. The agency is a strategic partner that helps marketing leaders make smarter investment decisions grounded in data insights. A partial list of Rise’s clients include: ULTA Beauty, DeVry, Reynolds Consumer Products, Cache, Country Financial, and Allstate Motor Club, and NorthShore University HealthSystem, among others. For more information, visit or follow the company on Twitter @riseinteractive.

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  • Randy Zwitch, Senior Manager, Data Science, Comcast Open to view Nominee Details

    Data science and big data have quickly become part and parcel of doing digital analytics over the past two or three years. Very few other practitioners have embodied this movement more than Randy Zwitch, who has pushed the envelope with his innovative work in this area - work that he has generously shared via his blog posts, Twitter conversations and perhaps most importantly his GitHub repository.

    While many practitioners, at most, contribute via knowledge sharing, Randy is one of the rare few who has also created products for the digital analytics practitioners and the broader data science community - products that he's given away for FREE. He also encourage others to try their hand at data science, whether it's by dabbling in R Stats via his popular RSiteCatalyst package (a package so popular that it was cited as a new best practice at the 2014 Adobe Summit), Twitter or other venue conversations, or by quietly sharing tips on how others might try to create free code packages - and thus become innovators too.

    Randy continues to create new data science packages and foster an atmosphere of creativity in our digital analytics world. He's ahead of our industry curve, inspiring others and helping us all evolve. This is why I'm nominating Randy as the 2015 DAA Practitioner of the Year.

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Most Influential Industry Contributor (Individual)

  • Simo Ahava, Production Director, NetBooster Open to view Nominee Details

    More than any other person in the industry he has helped with knowledge sharing and understanding of the full potential of Google Tag Manager. He is regularly contributing to the Google + GTM community and blogs on what seems like a weekly basis about the latest challenges and opportunities with using GTM. His name is the first mentioned whenever talking about GTM. Purely for his unselfish efforts he deserves this award.

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  • JD Nyland, Director of Product Management, Adobe Analytics, Adobe Open to view Nominee Details

    JD Nyland led the design, development and delivery of major innovations in all of the past 5 releases of Adobe Analytics—the product behind last year’s DAA Most Influential Analytics Vendor. Adobe Analytics is the award-winning analytics backbone of Adobe Marketing Cloud. It is the industry’s best-selling, and most advanced enterprise analytics solution, used by more than 140,000 marketers and analysts at the world’s largest brands to better understand their businesses by leveraging big data. Adobe Analytics measures nearly 7 trillion server calls each year.  

     JD’s Recent Accomplishments include:

    • Ran Adobe Analytics customer advisory board meetings
    • Ran quarterly business reviews with many of Adobe’s largest enterprise customers
    • Instrumental in the announced partnership between Nielsen-Adobe, to create industry's first comprehensive measurement platform for digital content
    • Oversaw the development of groundbreaking new capabilities in Adobe Analytics Standard, Adobe Mobile App Analytics and Adobe Video Analytics

    Worked closely with many of Adobe Analytics customers, which represent best-in-class enterprises including:

      • Top 6 Entertainment Companies
      • Top 9 of 10 Tech Companies
      • Top 4 Healthcare Companies
      • Top 5 Telecommunications Companies
      • Top 3 Internet Services Companies
      • Top 3 of 4 Apparel Companies  

    Quotes from Adobe Analytics customers on working with JD:

    • David Williams, Director of Customer Intelligence, ASOS  o “The most impressive thing about JD is his relentless drive to listen to customers and make the product better – and not just talk about it but continually deliver and regular intervals. It has impressed me since becoming a client that no matter how good we feel certain parts of the tool are versus the competition, there is a team for each of those parts within Adobe dedicated to making it better – and JD sits across most if not all of them. Innovate or die they say – no concerns about that under JD’s steer!”
    • Andrew Bowers, Senior Manager, Strategy and Analytics  o "JD has been a key innovator in the web analytics space.  He’s wonderful at listening to his clients’ needs and ensuring that his product delivers best in class capabilities.  We’ve certainly challenged him with designing a tool that satisfies the requirements of varying user types across our business: marketing, analytics, operations, etc.  He’s delivered tool that is simple and flexible while also being robust."
    • Christopher Marin, Digital Marketing Platform and Analytics, CSC  o “Under JD Nyland's leadership, Adobe's Analytics product has surged to the front of the pack. Their embrace of cutting edge Data Science techniques, coupled with a strong focus on the end user experience, means the customer's perceived value of the product increases tremendously after each release.  Additionally, JD has ensured that customers have a strong voice at the table, and their input is very much evident in the resulting products.”
    • Anthony Magee, Argos  o “JD has been an instrumental partner for our strategic use of data and analytics at a point where we are becoming a digital retail leader. Having worked with JD on the CAB and had collaboration workshops with our senior exec with him he never fails to have his finger on the pulse and ensures Adobes products are cutting edge and that is why it is not just Adobe but JD who Bertrand and I put our faith in as a strategic partner in becoming a digital leader.”
    • Petrick Oh, wotif group  o “As many business models move towards customer focus and analytics play a role of capturing customers’ voice through data. JD and Adobe analytics also listen to the users of the Adobe analytics platform to make every users become analysts and keeps all of people like myself up to date with the marketing trends”
    • Andreas Dierl, Managing Partner, adlytics GmbH  o “Knowing JD for many years, he is one of the brightest minds in the analytics space. His forward thinking has deeply influenced the industry. He is not only a great expert but also an amazing person to work with.”
    • Peter Luetjens, Auto & General  o “JD has been at the helm of the premier enterprise analytics product during a period of rapid change and incredible innovation. With JD at the helm, in less than half a decade I have seen Adobe Analytics metamorphise from a reporting platform into an integrated cloud marketing platform which has no peer in the industry. Much of this has been achieved by fostering extremely close vendor-client relationships, and heeding their advice on future directions for the product. It's always a pleasure to work with JD and share his excitement in building the future of analytics.”


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    JD’s Speaking, Media and Thought Leadership 

  • Enrico Pavan, Digital Analyst & Conversion Rate Optimizator, Open to view Nominee Details

    Enrico is one of the first digital analysts in Italy to have created a blog dedicated and, above all, to have embarked on this career. Enrico is an independent consultant based in Italy, specializing in digital analytics and conversion rate optimization. He has worked for several leading Italian and international finance, retail, B2C, B2B companies, as well as for eCommerce, gambling, fashion and travel firms. Over the past 12 years, he has focused on data analysis, usability and A/B and MVT (Multivariate) testing, using testing software such as: VisualWebsiteOptimizer, Optimizely, and Adobe Target to improve the performance of online advertising campaigns and create effective landing pages. Enrico also specializes in mobile marketing tracking and analysis, specifically for financial and B2C marketing and as a complement to direct mail marketing. He has spoken at many major events related to data analysis and has also taught digital analytics at the prestigious University Ca 'Foscari of Venice. In December he wrote the chapter "How Data and User Behavior Analysis Impacts Sales - Especially via Mobile” for the Applied Marketing Analytics Journal

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  • Judah Phillips, CEO, SmartCurrent Open to view Nominee Details

    Judah Phillips continued moving the digital analytics industry forward in 2014.  His Digital Analytics books were taught at universities and have sold very well across the globe. This year he spoke at many conferences, events, and universities both in the EU and United States. Digital Analytics Thursdays (DAT), which he founded, grew organically and was held in many states and in countries worldwide, bringing together hundreds of analysts. His analytics consultancy, SmartCurrent, is doing some of the most innovative work in the industry with leading brands. The analytics startups he has advised have raised nearly $100M. He even helped plan the DAA Boston Symposium and spoke at it. He is a relentless leader in our industry who has heavily impacted analytics and continues to do so with his ongoing thought-leadership and advocacy. He is a real change agent.

    Besides successfully heading a leading analytics consultancy, Judah has dedicated his time to educating the analytics community through his two new releases:  "Building a Digital Analytics Organization" and "Digital Analytics Primer". Judah's true focus is on helping people improve their analytics and overall business in order to identify and take advantage of the opportunities that significantly impact results, achieve goals, and create value.

    Besides successfully heading a leading analytics consultancy, Judah dedicates his time to educating the analytics community through his two new releases:  "Building a Digital Analytics Organization" and "Digital Analytics Primer". Judah's true focus is on helping business leaders meet the challenge of competing with analytics in an increasingly complex, data-overloaded, digital-business environment. He's always eager and willing to help the analytics community achieve great things and support the people and companies in it. In Boston he founded the DAA Boston Local Chapter and continues after many years to help guide its growth as well as act as an advocate and leader for the analytics industry and the DAA.

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  • Shiyi Pickrell, Product Intelligence Manager, Microsoft Open to view Nominee Details

    Shiyi – a Ph.D in Neuroscience from the University of Southern California – is an advanced analytics practitioner that brings a deep understanding of complex experimentation, dynamics and discipline to digital analytics.  After receiving her Ph.D in Neuroscience from the University of Southern California she worked in the biosciences field prior to earning her MBA from the University of Washington, with a concentration in Marketing.  This blend of experiences has helped her apply scientific rigor to digital analytics that drive business impact – first at Amazon, and now at Microsoft. 

    As a member of’s Analytics organization, Shiyi applies web analytics to change the way we operate our digital channels.   As part of her responsibilities Shiyi has developed analyses and story-telling techniques that have shaped the way we segment our customers, change the conversion processes on our web properties, and influenced the future state of our user experience. 

    For a website as large as – with visits from several hundred unique individuals monthly from everywhere on the globe, and a corporate structure and diversified set of teams that manage over 20 million pages on the web – Shiyi has forged strong relationships with her analytical peers across the company, and come to influence the way sites are designed, customer journeys architected, and how marketing campaigns are executed.

    Here are just a few examples of the work and quality she has provided


    • Development of high performing customer segments that we have used successfully in both on-site and off-site marketing campaigns.
    • Checkout conversion funnel analytics that are leading to impactful changes in our commerce user experience
    • Exploration of new cloud-based machine learning techniques to make product recommendations to prospective customers
    • Site content and page flow analytics that are driving material changes to how we evolve our website

    Her business partners concur:
    Shiyi and her team have been instrumental in providing key business insights that allowed my team to make informed decisions that resulted not only in significant business outcomes, but also an elevated level of critical thinking and analytical mindset that guides our business every day.” 

    • Brandon Yoon, Director Microsoft Online Store 

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    Shiyi has spoken and published extensively at Microsoft.  However, Microsoft analytics papers are confidential and not generally shared outside the organization.  A private briefing may be available upon Microsoft management approval – please contact for more information.

  • Aurelie Pols, Chief Visionary Officer, Mind Your Privacy SL Open to view Nominee Details

    From Europe, Aurélie has transformed and inspired the digital analytics industry ever since it’s beginning. While initially sharing knowledge about data uses, she rapidly focused on aligning global privacy standards, helping her customers hedge against non compliance risks and feelings of creepiness.

    Aurélie tends to ask the tough questions, today revolving around Ethical, Responsible and Secure Data Uses, pushing for more transparency and Privacy by Design ways of working for all actors involved in the data industry.

    In 2014, she featured in a number of webinars and wrote her first white paper, which was published in the Applied Marketing Analytics Journal. Her Data Science meets Data Protection infographic for International Privacy Day 2014 was picked up by the EU Authorities and Bloomberg’s BNA. She spoke at IBM conferences, Webit, Superweek, eMetrics, the IAPP Congress and O’Reily’s Strata. She’ll be at SmartCon and SXSW in 2015.

    She teaches Digital Analytics and Ethics at Spanish IE’s Master in Business Analytics and Big Data and shares her passion for chocolate as well as 2 lovely children with her husband René. 

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  • Joseph Stanhope, SVP, Marketing, Signal Open to view Nominee Details

    Tag management became widely acknowledged in 2014 as the must-have technology platform for digital analytics, digital testing and optimization, analytics integration, and eventually as a key component of digital marketing technology (see the ChiefMarTech blog post "Tag management software as marketing middleware"). Joe Stanhope, SVP of Marketing with Signal, recognized the potential of tag management prior to joining Signal, through his pioneering efforts for Forrester on Digital Intelligence and extensive insight into the impact of tag management on big data. Joe recognized Signal as the global leader in real-time, cross-channel marketing technologies, and quickly made his mark at the company - playing a key role in its rebranding from BrightTag, to reflect the company’s ability to play a larger role in helping marketers collect, match, and activate their customer engagement data across channels and devices.

    For the digital analytics space, Joe's ground-breaking research has influenced many to expand their skill sets beyond traditional web analytics into cross-channel analytics and shift implementation practice offerings at consultancies into broader service products. He continues to influence the evolution of practitioner and vendor-side organizations that are working to create a Digital Intelligence practice modeled after his research. The Web Analytics Association rebranded as the Digital Analytics Association on the heels of the release of Joe's Digital Intelligence research and I am one of many that does not think that is just an interesting industry coincidence.

    Joe's recognition as an Individual Industry Contributor, in this era of Digital Intelligence and Tag Management, is long overdue given his long list of achievements that have helped marketers move toward the industry’s holy grail: a unified view of their customer.  As a true thought leader, Joe deserves to be recognized as the 2014 DAA Individual Industry Contributor of the Year.

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New Technology of the Year (Group)

  • Blueocean Market Intelligence Open to view Nominee Details

    All business today face the compelling challenge of identifying, tapping and influencing digital customers towards their products and services. Limitless social data in an ever increasing digital eco system makes customer profiling and segmentation job difficult. Traditional customer segmentation exercises are typically inward-facing and don’t lead to the appropriate return. In spite of mountains of data, a more transparent customer, and large investments to create digital personas and profiles of the targeted customer set, actual customer behavior and need sets are mostly shrouded in a mystery.   Blueocean Market Intelligence has created a proprietary “Digital Persona and Insights Solution” that enhances an organizations’ current customer segmentation or can be used to conduct an independent digital customer segmentation exercise. This solution provides insights around customers’ spending habits, purchase patterns, past behavior and purchases, recent and historical interaction with product categories, etc.  It tracks and understands  digital attributes, digital body language, up and downstream click data, sales funnel position and device preferences are important considerations for effectively identifying and building digital personas.   The solution uses source APIs (Twitter, FB APIs) to extract consumer’s social data – which is uploaded into consumer DB for profiling and segmentation. Final output is prepared using a custom ETL system to segregate customers into different personas and segments for client’s review. The solution won an award in the recently concluded PR daily awards on Jan 8. 

    Applications in Business:

    • Understanding consumer needs states and then how do they relate it to brand: leverage data from social media to categorize different prospects / influencers / advocates based on needs state. These can be specific for a needs state or more than one brand attributes. This information is then used to create different segments of consumers and map that information if these segments interact / relate to brand. If they are interaction or relating to brand what are the –
      • Potential touch points  
      • Does the brand need to intervene and influence the conversation 
      • Any specific marketing communication program required to enhance perceptions or mind-sets 
      • What are the growing needs or wants for different segments
    • Identifying power users and separating potential advocates from noise for different archetypes:   As our solution taps into social data and segregates users in different categories based on various needs state, consumer imagery or buying situations, an inherent capability exists wherein the platform will throw up actual advocates and not just irrelevant classification of users. This information can then be leveraged to define the best possible way to engage via different channels:
      • Hosting influencer community day 
      • Defining communication channels to engage better with detractors  
      • Running specific promotions or activities for the community  
      • Gasification to drive engagement  
      • 1x1 communication with the intended user community  
      • Bring the intended users to client’s owned communities  
    • Look at potential influencers / advocates / detractors or general conversations for the brand to understand who is conversing and what:
      • Leveraging our solution, client organizations have been able to understand the different needs / requirements by different cohorts / digital personas. This information is then leveraged to  Engage with your consumers, shared with Marketing Communication and other teams to drive better communication and customer engagement strategies.
      • Outside-in view of existing customers: As the solution is the ability to tap into external systems, clients leverage the solution to understand what potential consumers are talking about but what are they buying (if they mention that), what are their hobbies, and what are the different archetypes (e.g. curators vs. critiques) they belong to. This information can be used to create different messaging strategies depending on these defined element
    • Create outside segmentation for different archetypes: Blueocean Market Intelligence team have developed proprietary logic to segment individuals on social media into following archetypes based on their behavior, activities and perceptions towards a key topic / brands
    • Integrate with existing database: Existing consumer data in current systems can be enriched be means of social data – e.g. we may already know the spending potential of a consumer, our solution enables our clients to enrich this data with additional insights like how frequently he/she interacts with your product or brand. These two information points can be combined to send email bursts at the right time to tap into these consumers, and can be used as a future reference point
    • Creating and measuring powerful brand attributes: Monitor existing or new brand attributes like health, taste, customer perception to identify what all attributes conversed by consumers on social forums. These attributes can then be broken down into time parts based on usage to identify which time of the day, which day of the week and which month of the year is best suited for your communication channels. Insights to existing brand attributes and emerging new areas     Customer Success Stories:    
    • Work example 1: Deployed Digital Personas and Insights Platform for leading Technology Company Globally
      • Client Requirements: Client had set up multiple social media platform to gauge and analyze customer feedback. However for over a year, client struggled with gaining access to proper customer segmentation and profiling solution, which they could use for promotions / campaigns lead nurturing and use as a pure play 360 degree customer insights tool. Existing solutions have built in vanity metrics with no insights to deep dive insights into a customer segments
    • Blueocean approach:  Using combination of advance JS / PHP and ETL processing, Blueocean team created the DPI platform which provided customized summary dashboards for users to deep dive. Using ETL processing logic, auto extracted social data was used to create different segments and digital personas at multiple country (10+) and multi brand (20+) level  • Business Results:   o Real Time data of Social profile of an individual  o Opportunity to engage directly from within the Tool  o Showcases direct conversations with the Brand and User  o Used by B2B and relationship marketing teams for social lead nurturing and customer DB enrichment (first quarter lead conversion rate increase by about ~ 7% post deployment of automated real time monitoring of relevant customer profiles)    Work example 2: Deployed Digital Personas and Insights Platform for one of the largest CPG companies in the world
    • Client Requirements: Client had set up multiple social media platform to gauge and analyze customer feedback. However for over a year, client struggled with gaining access to proper customer segmentation and profiling solution, which they could use for promotions / campaigns lead nurturing and use as a pure play 360 degree customer insights tool. Existing solutions have built in vanity metrics with no insights to deep dive insights into a customer segments
    •  Blueocean approach:  Using combination of advance JS / PHP and ETL processing, Blueocean team created the DPI platform which provided customized summary dashboards for users to deep dive. Using ETL processing logic, auto extracted social data was used to create different segments and digital personas at multiple country (10+) and multi brand (20+) level across 6 GEOs  •Business Results:
      • Real Time data of Social profile of an individual  o Opportunity to engage directly from within the Tool
      • Showcases direct conversations with the Brand and User
      • Used by social insights team to tap and engage into high influencer group for key brands 
      • Used by analytics team to identify and prospect high propensity buyers / consumers for brands and products
      • Based on DPI tool recommendations, successfully converted top 10 percentile of brand detractors into advocates with continued engagement on digital forums

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  • CallRail Open to view Nominee Details

    More than simple caller ID, CallRail Copilot is a real-time, inbound call dashboard that provides in-depth caller information gathered from connected email accounts, advertising campaigns, call logs, and premium caller ID databases. This feature, announced in December 2014, provides relevant, contextual information about the caller as the call is taking place--customer information such as name, phone number, previous contact attempts and real time search data, making it the perfect tool for sales and support teams who rely on inbound calls for new sales and service.

    Continuing its success in bringing enterprise level functionality to the wider market of small and medium size businesses, CallRail is including the new feature out-of-the-box for both new and existing call tracking clients. By equipping the agent answering the call with past caller activity, email correspondence and caller profile data, customer service becomes ‘custom’ service that’s able to focus on individual customer needs. That’s a win for any company who relies on inbound phone calls to grow and run their business.

    Large organizations have long benefitted from this type of extended caller ID by integrating their phone systems directly with their CRMs. For many businesses without large IT budgets, building a solution like CallRail Copilot was simply cost-prohibitive. Along with other out-of-the-box features that come standard with every account, CallRail Copilot will feature both CallRail’s integrated Google Analytics dashboard as well as an upgraded new dashboard showcasing communication history such as previous phone calls and email correspondence as well as social media profiles.  With a new ability to view caller status, CallRail Copilot includes information on customers who are currently utilizing tracked phone numbers, those currently speaking with a representative, and those customers who have recently called via a display of the most recent inbound calls.

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  • Ensighten Open to view Nominee Details

    Businesses are finally beginning to recognize that customer data is the key to powering their marketing programs, but in many cases are falling short in the execution. They are taking the easy path by renting their customer data from third-party sources and sacrificing best-in-breed applications and a robust platform for simplicity.

    Ensighten, a leader in omni-channel data and tag management, understands that customers demand a more contextually personalized experience. Ensighten Activate was created to enable marketers to collect first-party, omni-channel data from off-site sources like display ads, impressions, email opens, microsite visits and other company domains. Companies such as Microsoft, Capital One, United Airlines, T-Mobile and Walmart have used their first-party data via Ensighten to collect customer interactions to optimize the digital experience and provide customized content to their customers, maximizing ROI by up to 525%, according to Forrester.

    As this new technology gives marketers a complete and timely picture of where their customer is in their journey, Ensighten Active can combine third-party and first-party data to create holistic customer “profiles.” These profiles provide marketers with actionable insight to personalize content and make targeted offers at an individual level.

    Here’s how Ensighten Activate works:   

    • Ensighten imports customer data via SFTP and API’s across all online and offline properties 
    • Ensighten transforms all of this data into unified, usable customer records 
    • Ensighten exports this contextually relevant profile data in real-time to external action systems via SFTP or our REST API to take action at a 1:1 level at the right time.   

    Here’s another way to think about it: 

    • Tell me what my customer wants now
    • Compare that to what they wanted in the past 
    • Give them exactly what they want in the future   

    Ensighten Activate is a game changer for digital marketers, giving them a leg-up on their competition, as they can personalize campaigns for consumers and capitalize on online and offline data for a true one-to-one experience. 

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  • Google Analytics for Apps, Google Analytics Open to view Nominee Details

    A solid mobile analytics infrastructure is a key and essential necessity in our new era of Mobile-First Digital Traffic (as of mid 2015), and Mobile-First eCommerce (as of holidays 2015). This is why I'm nominating what may be the final, essential piece in the Google Analytics puzzle:   iOS App Install Tracking for Google Analytics  - as the 2014 DAA New Technology of the Year.  Google Analytics has had an ongoing raft of improvements regarding mobile, but still had a bit of a weak spot when it came to iOS install tracking. This iOS weakness - until November 2014 - is one of the few reasons that a mobile measurer might insist on a specialty mobile analytics tool in addition to Google Analytics.  With the release of this new feature - among many for mobile with Google Analytics in 2014 (Adword + Mobile App reporting, cross-device tracking, and more) - Google Analytics practitioners now have little reason to use a specialty mobile analytics tool in addition to GA. For those of us who are rallying around the flag of Google Analytics to measure mobile, I would expect to see more and more simplification of our mobile efforts onto GA, leveraging this capability along with Google's other mobile updates to help us keep it simple when telling our mobile stories.

    In the software vendor space, I would expect that as a result of this new GA iOS measurement enhancement, we'll see some continuing consolidation in the specialty mobile analytics space in 2015 and beyond, due to the emergence of this new key GA capability.  2015 and onward should, if trends persist, be an increasingly Mobile-First world; Google Analytics, with its new   iOS App Install Tracking for Google Analytics functionality, will be core to helping many of us explain it.

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  • Hub'Scan Open to view Nominee Details

    We help enterprises reach 100% efficient tagging for their whole digital ecosystem and collect 100% relevant, accurate and actionable data 24/7.

    Hub’Scan EX is a revolutionary SaaS platform dedicated to digital analytics performance. It manages data layer and quality assurance for all three phases of digital analytics: acquisition, behavior and conversion.

    From traffic acquisition to conversion, marketers feel they cannot trust collected data because tags are not installed properly. Content changing too fast, process pitfalls and technological shortcomings are some of the main reasons. As a result, bad decisions involving billions of dollars are made at the global level based on inaccurate data.

    Hub’Scan EX is the only solution on the market that fixes all these issues at a time with exhaustive scanning, tagging plan management and user journeys monitoring, from SEO to conversion.

    With Hub'Scan EX, you can:

    • secure 100% tagging coverage & efficiency so that you can launch sites faster
    • secure 100% tagging & data accuracy so you can collect 100% reliable data 24/7
    • secure 100% conversion potential so you can identify more user interactions.

    It manages the whole digital analytics process and ecosystem regardless of the environments (HTTPS/SSL, forms, iframes, mobile devices…) and bridges the gap between intuition-based decisions and data-driven decisions.

    EXhaustiveness: thanks to powerful algorithms and a robust cloud platform, Hub'Scan EX can scan entire websites containing hundreds of millions of pages. Get a full picture of your data collection potential!

    EXcellence: our quality assurance processes ensure that your data collection matches your business requirements and tagging plans. Hub’Scan EX provides scenario management and monitoring to replay user journeys, which allows insight into in-page user behavior that will impact conversion. Start trusting your analytics data again!

    EXpress: our SaaS architecture can scan over 6 million pages per hour. Our unique quality monitoring feature will alert you by e-mail if tags malfunction or if the overall quality of your data collection decreases. This means that we will identify problems quickly, ensuring that the integrity of your data collection remains intact.

    Thanks to Hub’Scan EX, our customers have been able to achieve immediate value by reducing their TTM and TCO by up to 90%. They can audit in hours what required weeks before and they can manage their whole analytics data layers, which is not even a dream without Hub’Scan.

    This empowers our customers to be more proactive with their approach and protect the investment they've made in their digital marketing ecosystem.

    Identifying and correcting problems with key conversion paths has helped them to improve their overall conversion rate and business significantly.

    By now Hub’Scan EX is used over more than 3,000 websites. 

    Hub’Scan Inc. has its headquarters in Cambridge, Massachusetts and European offices in Paris, France. Hub’Scan Inc. is a Digital Analytics Association Corporate Member

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  • iPerceptions Open to view Nominee Details

    iPerceptions Active Recognition Technology™ is a game changer as it takes the value of market research out of the past and puts it in real-time to offer personalized experiences to individual customers. Launched at last year’s eMetrics Summit in San Francisco, iPerceptions Active Recognition Technology addresses the growing importance of using stated customer experience data to fuel marketing technologies in real-time. Active Recognition Technology overcomes the challenge of trying to infer a visitor’s intent from behavioral data by aligning Voice of the Customer data to the speed and velocity of big data. This allows iPerceptions Active Recognition Technology to recognize a visitor’s intent in real-time without the need to ask them. For the first time, marketers can accurately distinguish between purchase intenders, researchers and support seekers to align experiences to a visitor’s intent. Since the launch of Active Recognition Technology in 2014, iPerceptions has introduced multiple applications such as ART for Retargeting, ART for Tactical Feedback and ART for Live Chat.

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  • Mediabrands Open to view Nominee Details

    Mediabrands Data & Analytics are incredibly proud to present their MBA (Mediabrands Advantage) tool as a nominee in the DAA New Technology of the Year category.    Based within a leading, global media agency (IPG Mediabrands), we have a team of data, coding and dashboard experts who have dedicated the past year to finding a solution to the antiquated and time-consuming reporting procedures of our Digital trading desk.    Reporting is a huge part of the day to day life, and success, of our Digital trading desk- demonstrating the results of live campaigns with the aim of gathering insights to better plan and optimize our client’s digital campaigns. However, there were a number of challenges that are faced by the team each time they created a new report:

    • Many Sources
      • They had to manually pull from up to 28 different digital sources for their reports. 
      • These sources are not interconnected, but need to be viewed side by side to provide the full picture- again connecting the sources was done manually. 
    •    Time Consuming
      • Due to the manual nature of reporting, it was very time consuming- taking up to 4 hours per report per campaign . 
      • This also meant campaigns were analyzed on a weekly basis- not often enough for the quick changing digital world. This led to less efficient planning and optimizing of campaigns. 
      • The team has finite resources, so time dedicated to pulling the report impacted time available to analyze the results.  
    •  Variety of Stakeholders
      • There are many stakeholders demanding the report information (e.g. planners, buyers and clients) all with different KPIs, which means there was never one single iteration of the report.   

    Our solution was to develop a unique and industry leading tool, MBA, which automates data connectivity and presents reports in a real time, interactive dashboard. This has revolutionized the digital trading desks reporting system: 

    • Instant Updates From All Sources
      •  Our bespoke ETL (extract, transform and load) technique allows us to instantly pull together all the disparate data sources into one cohesive story
      •   This happens automatically on a daily schedule
      •   This means the digital trading team no longer have to manually pull data themselves   
    • Huge Time Saved
      •  It now only takes 2 minutes to pull reports- this is a MASSIVE 99.2% reduction in time spent pulling together reports
      • This gives the team lots more time to derive insights from the data
      • Plus reporting now happens on a daily, rather than weekly basis, ensuring the best digital planning and optimization takes place.
    •    3. Stakeholder friendly
      •  The reports are presented in an automatically updated, interactive dashboard ensuring that everyone’s KPIs are tracked and viewable.
      •  The dashboard design is streamlined and presents KPIs in a standardized manner enabling clearer cross-stakeholder and campaign understanding
      •  The dashboard is also very user friendly meaning that all stakeholders can delve into the data themselves.    We believe that MBA is a shining example of a new technology that has changed the focus of our digital trading desk from manual reporting, to data analysis and insight. With no other tools like it on the market this sets the bar for the industry by providing speed, clarification and accuracy in the murky world of digital KPIs.


  • Visual IQ Open to view Nominee Details

    Marketing attribution technology has matured by leaps and bounds in the past few years - and Visual IQ has surfaced as a leading provider. As an increasing number of enterprises move away from last-click and embrace algorithmic attribution, we'll be counting on companies like Visual IQ to continue to innovate.

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  • Webtrekk Open to view Nominee Details

    Independent, Fast, Raw data and now a real marketing cloud

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  • Webtrends Open to view Nominee Details

    For more than 20 years, Webtrends has helped companies make sense of their customer data to drive digital marketing success. The market has changed dramatically since Webtrends was founded in 1993 and the company has continuously stayed ahead of the game by anticipating marketers’ needs and adjusting to the ever-changing landscape.

    Today’s customer journey spans several channels, involves massive amounts of data and demands that marketers are more responsive than ever before. However, marketers are challenged with finding a tool that connects the dots between these channels and allows them to act on this data in a timely manner.  

    Next month, Webtrends will make generally available its full release of Webtrends Explore, an application built to connect these dots by providing limitless ad hoc data exploration capabilities.  Explore allows marketers to efficiently discover the underlying causes of unexpected customer behaviors, traffic patterns or campaign results without ever leaving the application. Users can explore their first party data sets without boundaries, create segments on the fly and save and share views, segments and metrics across the organization. As an addition to Webtrends Analytics On Demand, Explore helps to create the most expansive first party data solution on the market for web, mobile, social and Microsoft SharePoint environments. 

    Explore has been in beta testing since 2014 and will have been deployed to 100 percent of Webtrends Analytics On Demand clients by Explore’s public launch in February 2015. Clients such as Nature Publishing and Lufthansa are already using Explore to uncover insights and answer questions the moment they arise.

    “Explore is an excellent addition to Webtrends Analytics,” said Sebastian Riedle, Director of Global Online Sales and Mobile Services at Lufthansa. “This tool lets us dive deep into our data and provides us the flexibility to answer important business questions immediately.”  

    Nature Publishing Group, a global publishing company focusing on science and medicine and a Webtrends client for almost a decade, is enjoying this new way to explore analytics data and uncover new insights into their users and the multi-channel journey.

    “We are really excited about the flexibility of Explore. Its ease of use will enable our Webtrends users to fully drill into their data, providing additional levels of insight on the fly,” said Jamie Sampson, Technical Program Manager of Analytics at Nature Publishing Group. 

    “Explore is great for troubleshooting because it enables us to answer ad-hoc questions that come up,” said Li-Kim Lee, Web Analytics Manager at Nature Publishing Group. “It’s also helpful to be able to segment data on the fly. We are interested in the technologic aspects of our users – devices and browsers used, for example – and Explore allows us to see these data in an intuitive interface. 

    ”Explore represents one of many recent innovations at Webtrends which takes advantage of big data technologies in order to support the advanced needs of clients like Lufthansa and Nature Publishing Group. Explore is now a key companion application to Webtrends Analytics On Demand, supporting intuitive and unrivaled ad hoc data exploration including a cross-channel view of the complete customer journey.

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Most Influential Agency/Vendor (Group)

  • 6sense Open to view Nominee Details

    It’s commonly known that today’s buyers are 60-90 percent of the way to having made their purchase decision before they engage with a vendor (SiriusDecisions, Forrester). B2B lead generation conversion rates—no more than 1-3 percent, on average—attest to the fact that vendors have limited abilities to reach their potential buyers early in the buying cycle, missing enormous sales opportunities. They know they are reaching just a small fraction of their addressable market but are not sure how to do any better.

    6sense is a predictive intelligence engine that helps companies identify prospects using big data and data science. 6sense predicts what products prospects will buy, how much they will buy, and when—with more than 85 percent accuracy. Having emerged from stealth in May 2014, 6sense has over 11 enterprise customers (Cisco, VMware, NetApp, CSC) using their solution to find and engage with ready buyers early in the process, thereby noticeably increasing their lead conversion rates, significantly targeting and personalizing their marketing and sales efforts, and increasing revenues along the way.

    Company background: 

    • 6sense is led by CEO and co-founder Amanda Kahlow, a 14-year veteran of the predictive analytics and big data space.
    • 6sense has doubled sales quarter-over-quarter since launch, closing six-figure deals with some of the world’s top-tier enterprise companies including Cisco, Dell, Netapp, VMware, Lenovo, CSC, CBS Interactive and NetSuite.
    • In an environment where start-ups in the software industry are receiving less than $1 million in funding, investors including Battery Ventures and Venrock have rested their confidence in 6sense by investing a substantial $12 million (Series A) in the company. 

    Core value:  6sense has three key features that set it apart from other players in the predictive space.

    First, 6sense uses a blend of attribute and intent data to be able to predict where each prospect is in the buying cycle. Data includes historical customer data from marketing automation and CRM; firmographic and demographic data about the ideal customer (annual revenue, job title etc); time-sensitive intent data from prospects’ digital activities on the B2B web – activity and buying signals such as search data, reviews sites, ad impressions, whitepaper downloads, publisher data, video views - to make its predictions. This methodology allows 6sense to tap into real-time product and service research in order to find truly ready buyers.

    Second, 6sense is the only predictive vendor that is able to find net-new buyers—accounts and contacts outside of company’s sphere of influence (beyond their existing prospects in their CRM and Marketing Automation) who are ready to buy. Most solutions, like predictive lead scoring and lead scoring vendors, use heuristics and static attributes to rank score existing leads. By tapping into behavioral data from the much larger B2B web, 6sense is able to identify completely new leads, allowing marketers and sales reps to tap into a much larger, targeted market.

    6sense is the only vendor in the predictive analytics space that is able to see prospects’ buying intent at the product level. Through its product—ProductSense—6sense provides its customers with the ability to uncover their prospects’ intent to buy specific products. 6sense arms marketing and sales teams with insights needed to exponentially be more efficient with their outreach, for example by personalizing messaging, maximizing and focusing allocated product line budgets, and reducing time-to-close on highly-qualified leads, instead of ‘spraying and praying.

    The results:  6sense’s high accuracy rate has been proven true by rigorous testing from our customers. In addition, by integrating directly with downstream marketing and sales systems, such as CRM and Marketing Automation Programs, 6sense is able to offer a seamless solution that impacts multiple functions at once. Here are results 6sense customers—early adopters of predictive intelligence—have seen so far:   

    • 6sense uncovered one of our customer’s 3rd largest deal to date, a $900k net-new opportunity.
    • 400% increase in MQL (marketing-qualified-lead) to SQL (sales-qualified-lead) conversion.
    • $2.8 million in net-new qualified opportunities found by 6sense and accepted by inside sales in one week.
    • 450x increase in MQL (marketing-qualified-lead) to SQL (sales-qualified-lead) conversion.
    • $38 million in net-new qualified enterprise business opportunities found by 6sense.
    • $300 million in net-new business closed in a single year from 6sense-identified leads.
    • Cisco: 3x higher MQL to SQL conversion rate than any other campaign ever run.
    • Cisco: 2x greater average opportunity size than average.
    • Cisco: 70% 6sense results net-new opportunities.
    • BlueJeans: 900 net-new accounts found.
    • BlueJeans: 6sense leads required 1/3 the typical sales effort required to open an opportunity.
    • BlueJeans: 4x lift in opens compared to average open rate.
    • BlueJeans: Only 1 in 10 touches from sales rep needed to open an opportunity vs. their average of 1 in 33.

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  • Blueocean Market Intelligence Open to view Nominee Details

    Blueocean market intelligence has been instrumental in changing the way clients operation in the digital space. Blueocean is a world leader in providing global insights and analytics solutions, featuring 360 degree view into customers business. We enable data integration and multi-disciplinary approach (market research, digital analytics, advanced analytics, platform implementation, advanced visualization etc.) to drive data driven decisions for our clients.  Over the years, we have created high customized and configurable analytics solutions to augment client’s digital business in following domains:

    • Big Data Hub:
      • Setting up architectures and roadmap to drive big data strategy
      • Integration of data from multiple data sources
      • Deploying and managing data warehouse and data marts on a cloud based infrastructure 
      • Data quality initiatives to ensure your actions are based on the right data confidence
      • Business Intelligence Hub:
      • Conceptualize, prepare and deliver  dashboard and first level insights in
      • Channel effectiveness  o Purchase intent and funnel insights
      • Personas
      • Campaigns 
      • Product and category
      • Merchandising
      • Site topography
    • Analytics Innovation Hub:
      • Leveraging advanced techniques to drive –  Cross channel attribution and optimization  Customer segmentation and life time value models  Customer journey management (acquisition to retention and development) 
    • Digital Sciences Process hub
      •  Consulting and mapping current digital science practices
      • Best of breed process implementation
      • Business KPI formation, consulting and implementation
      • Business Intelligence and Analytics knowledge management deployment and management 
    • Personalization and Responsive design hub
      • Building simple to medium complexity test cases, deploy, monitor and measure success
      • Campaign analytics
      • Building hypothesis and use cases to be leveraged for future optimization scenarios
    • Strategic consulting – including working with the client on deployment plan and integration with other channels
    • Custom centric intelligence – creating custom segmentation, Loyalty index, Attitudes, behaviors and preferences,Habits and needs,Path to purchase drivers,Community insights and NPS insights 
    • Marketing Optimization – including Spend optimization,Campaign effectiveness, Quantifying white spaces and demand spaces, Competitive intelligence and Category / product intelligence   

    Technology and solutions:

    • Digital Personas and Insights - Blueocean Market Intelligence has created a proprietary “Digital Persona and Insights Solution” that enhances an organizations’ current customer segmentation or can be used to conduct an independent digital customer segmentation exercise. This solution provides insights around customers’ spending habits, purchase patterns, past behavior and purchases, recent and historical interaction with product categories, etc.  It tracks and understands  digital attributes, digital body language, up and downstream click data, sales funnel position and device preferences are important considerations for effectively identifying and building digital personas. All this intelligence can be used for lead nurturing, promotions and targeted campaigns, creating opportunities for innovative solutions etc. 
    • Geo targeting and insights: A leader in delivering strategic, integrated data intelligence from social and secondary digital media sources, Blueocean Market Intelligence offers a proprietary “Digital Geo Targeting Solution” to clients across industry verticals. This solution allows organizations, especially retailers, to create differential campaigns and capture real-time intelligence with a focus on external variables (like weather, inflation rates, fuel prices, stock updates.) It integrates seamlessly with existing digital and social media tactics – PPC and SEM, organic search and display advertising to create a personalized user experience for customers depending on their location.
    •  Retail Intelligence on Demand - RID addresses the challenges of obtaining timely and accurate data to evaluate and respond to competitive tactics, and assess consumer needs and behaviors. Additional features like extensive post-season analysis and a comprehensive summary help retailers measure and quantify engagement success, and identify potential pitfalls. It also offers a detailed view of the competitive landscape and a comparative analysis of competitors' marketing, channel, and positioning strategies. This solution has the ability to perform three types of period analyses - Pre-season, Shopping Season/Week and Post-Season. Retailers are supplied with comprehensive dashboards which can be further sliced and diced to achieve an even deeper analysis. The dashboards' data can also be refreshed at a pre-determined frequency (monthly, weekly, daily and 4/8 hourly) to aid with strategic decision-making.
    • Social Effectiveness Index: Award winning Social Media Effectiveness Index (SEI) is a unique model developed by Blueocean Market Intelligence, designed to evaluate the social media effectiveness of organizations and identify and rank top performers across categories. Based on five different measurement criteria, we help retailers understand   oKey to customer insights a  oHow to drive effective social media initiatives effectively to deliver impactful business results  oHow industry leaders performing and what can others learn from them  

     Customer Success Stories:   

    • Work example 1: Deployment of testing solutions for one of the leading Telco companies in Asia   
    • Client requirements:
      • Deployment of testing solutions for one of the leading Telco companies in Asia 
      • Asia’s largest Telco (USD 1 billion online revenue) wanted to leverage on its 200 mil. mobile
      • customer base
      • Prior to Adobe, Telco company used disparate offline data sources to figure bill payments, recharge history and minutes usage ,with no uniquely identified  online customers
      • Identify online users as soon as they landed on site and assign a unique ID to them
      • Map the unique online customer ID to offline data using Adobe Audience Manager 
      • Create and render custom offers to customer – based on minutes usage, recharge amount, bill payment amount, type of mobile devices used and other 50 variables 
      • Create opportunities for pushing mobile APP for smartphone users   

    Blueocean Market Intelligence approach:

    • BMI conducted series of workshops to understand business drivers, activities and also define the actual list of hypothesis which need to be solved
    • Prepared a detailed attribute and variable list for different lines of business ( 4 key business lines)
    • Using segments and attribute modelling in Audience Manager capturing offline transactions, BMI team created an automated process to conceptualize, create, implement personalized web and mobile offers for Telco customers
    • Blueocean team worked with business stakeholders to assign ROI and incremental revenue at each customer level – for personalized banners / offers pushed online using Adobe Target     Business Results:
    • Integrated 500+ data points for  key business units (prepaid mobility services , Postpaid mobility
    • Services DTH / Sat TV services, Broadband / DSL services
    • After a period of 30 day run for prepaid mobility users – Target recorded a campaign lift of 21%, incremental revenue of 15% and increase in visitors to offer landing page by 12%  
    • Blueocean team achieved complete automation of setting up attributes and rendering them seamlessly into Target  for creating  personalized offers
    • Owing to efforts of BMI team, the client was able to institutionalize the offer creation and rendering process  with 100% automation -  5 custom offers in 15 days    Work example 2: Deployed customized on demand BI solutions for fortune 500 company    Client Requirements:   Client wanted custom and personalized reporting solutions which incorporate multi layer drill downs showcasing various business KPIs like revenue, traffic metrics, orders, funnel conversion rate. Part of solution required integration to various online and third party data sources for 360 degree view of clients business    Blueocean Market Intelligence approach:  Blueocean conducted a series of workshops to understand business drivers, activities, and to define the actual list of metrics  Prepared and integrated several data sources such as client CRM, web metrics, promotion and product data, and publically available demographic data  Blueocean team built ~ 50 interactive dashboards over a period of 1 month with daily distribution across client geographies   

    Business Results:

    • Integrated data from 35+ sources, and scaled up unified marketing database 
    • Operationalized delivery of ~ 100  dashboards a week for global stakeholders 
    • Improvement in funnel conversion rate by ~ 5% based on key decisions arriving out of  BMI tableau solutions
    • Visitor stickiness improved by 10% based on insights derived from advanced dashboards

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  • Brooks Bell Open to view Nominee Details

    The amount of data available to marketers, ecommerce retailers, and others has expanded dramatically in the last 10 years—but organizations big and small continue to struggle with making practical use of this information. Brooks Bell—the premier firm focused exclusively on enterprise-level testing, personalization, and optimization services—helps Fortune 1000 clients like AOL, Adobe, American Eagle Outfitters, American Express, Toys R Us, and American Girl transform raw data into insights and insights into increases in revenue.    In 2014 alone, Brooks Bell designed and executed experiments have influenced more than 5 billion web sessions, including:

    • 300,000 retail product description page views
    • 100 million checkout flow visits
    • 700,000 tablet and mobile experiences  

     For its last six clients, Brooks Bell has generated between a 10x and 84x return on the initial investment, representing a total revenue impact ranging from $4 million to $32 million for each client.   Brooks Bell continues to innovate and refine its testing and optimization process through the development of a proprietary Knowledge Base system, test ideation and prioritization methodology, and its comprehensive program maturity assessment.  Through both consulting and complete agency services, Brooks Bell has helped some of the world’s best consumer brands build a data-driven culture, increase revenue, and develop more relevant and satisfying experiences for their customers.

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  • Cardinal Path Open to view Nominee Details

    I would like to nominate Cardinal Path for the Most Influential Agency of the Year Award. I am nominating Cardinal Path because they embody what it means to be committed to clients, to our industry, and to doing business with integrity and innovation.

    In speaking with members of the Cardinal Path team, it’s tough to say what aspect of their work they are most stoked about: whether it’s at the technical level deploying advanced implementations, at the innovation level bringing new approaches to the industry, as educators turning on new people to digital analytics, or the fact that their business - a roll-up of three leading agencies - has grown exponentially over the last four years, and has offices across North America, 60+ of some of the industry’s top minds, and a global client base.

    But it should always come down to the data, so here are the facts to support this nomination of Cardinal Path for Agency of the Year:

    Award-winning:  Digital Analytics Association’s 2014 Practitioner of the Year, David Booth and 2013 Most Influential Industry Contributor, Stephane Hamel.

    Expert leadership team: David Booth and Stephane Hamel work alongside co-founders and partners Alex Langshur (Director Emeritus of Digital Analytics Association) Corey Koberg, Dave Eckman, and President John Hossack (former President of Internet Marketing Association).
    As thought leaders, this team really shines. Cardinal Path’s team members:

    Technology: Cardinal Path was the first to sell Google Analytics Premium and is the largest reseller in the world. They are partnered with 20+ best-in-class technology vendors and hold certifications in Adobe, Google and IBM analytics solutions.  

    Tools! Cardinal Path shares their knowledge with tools of the trade:

    Esteemed alumni: people who worked at Cardinal Path are highly sought-after in the anlaytics field. These include Justin Cutroni, Analytics Evangelist and winner of the Digital Analytics Association’s Most Influential Industry Contributor 2014, Casper Blicher, Google Industry Analyst,  Eduardo Cereto Carvalho, Web Analytics Specialist, Google, and Jackson Lo, SEO Specialist at TripAdvisor, to name a few.

    Cardinal Path Training Academy has trained tens of thousands of people in digital marketing and analytics techniques. Training is available in cities across North America and Europe, onsite with clients, and online. - Cardinal Path instructors David Booth & Corey Koberg reach over 40,000 people in 140 countries around the world through their online training with courses in Google Analytics, Adobe Reports & Analytics, SEO, and SEM.

    Global Google Partners Academy - As many of you know, Cardinal Path is responsible for this program, developing and distributing training through video and live events to train other digital marketing and analytics agencies. And through this program, they bring together industry experts and practitioners to share their knowledge with the analytics community.

    Boards & Advisory - Board of Advisors for McMaster University (Alex Langshur) Instructors with University of British Columbia School of Digital (several team members) Adjunct Professor at the Monterey Institute of International Studies (Dave Booth).

    Clients: Their client list spans industries across finance, pharma, retail, telecommunications, and non-profit, among others. Merck, Forever 21, Cole Haan, PayPal, Universal Music Group, Hyundai,, Pfizer, Bridgestone, NBC, BNY Mellon, Heifer International, LG, Toyota and the list goes on.  From what I’ve seen, these clients are a loyal bunch, and many consider Cardinal Path services to be their ‘secret sauce’.

    At the end of the day, the question is “what makes an agency influential?”.  My simple way to answer that question is with another question: “If given the chance, would you want to work for them?”.  That’s a question that I believe that many of us in the industry would answer “yes” to.  Their ongoing track record of achievement, and the respect that others have for them in the industry are the reasons why I believe you should consider them for the DAA’s 2015 Most Influential Agency of the Year Award.   

    Supporting documentation for Cardinal Path Agency of the Year Nomination:

    Tens of thousands of people have been trained in digital marketing and analytics techniques by Cardinal Path Training Academy (CPTA) and thousands more through the shared knowledge provided by CPTA for free, online, not to mention training available in 140 countries.

    Law of Attraction: Launches New SEO Fundamentals Course by Dave Booth

    Google Analytics Tips by Corey Koberg

    Marketer's Guide to Digital Priorities for 2015
    eBook featuring advice from industry experts including, Justin Cutroni, Google, Ginger Conlon, Editor in Chief, Direct Marketing News, Digital Lead from Forever 21, Kevin Murphy, and CMO for Western Union Business Solutions, Brian Harris.

    What you need to know about AdWords: A Beginners Guide

    The State of Digital in the Top 50 Nonprofits in the U.S.

    Digital Analytics Maturity: Your competitive advantage

    Four steps to getting into your customer’s head with the data you already have

    Google Analytics Premium Overview

    U.S. Cellular & the True Impact of Digital

    How to Activate Big Data with Google BigQuery

    A Global Marketer’s Guide to Privacy: Unlocking Value & Controlling Risk

    Advanced Adobe Analytics: Getting the Most from your Metrics

    Practical Guide to Dashboards for Digital Channels

    How to Step Up Your Retargeting Strategy for Higher Conversions

    Your Digital To-Do List: Experts Weigh in on 2015 Priorities

    Case studies:
    U.S. Cellular Uncovers Impact of Digital

    NPR Uses Custom Digital Analytics to Measure Network Performance

    Government agency: World’s Largest Custom Analytics Infrastructure

    Nevada Commission on Tourism: Analytics + bi-directional CRM integration

    Solving the Big Data Talent Shortage

    How to Bust Buffet’s Brackets with Data Science

    Google's Embrace Of Non-Google Metrics Major Step For Digital Ads

    Tag Management: Data Layer/DOM Scraping Pros & Cons

    7 Keyword Match Type Tips

    How to Log Into Multiple Google Accounts Simultaneously

    The Three Layers of Data & Analytics Success

    4 Marketing Pros Spill their Secrets

  • Cognizant Technology Solutions Open to view Nominee Details

    Cognizant Digital Works provides innovative solutions for design, content, learning, digital marketing and analytics worldwide. Its 2,000-plus member team of Web strategists, analytics consultants, information architects, visual artists and developers have the experience of working with 1,500-plus projects ranging from design, development, strategy and analytics.    The Cognizant Analytics(CA) Practice offers comprehensive digital measurement solutions that enable companies to effectively benchmark and optimize their digital properties across the Web, social and mobile channels. We feature a 200-plus pool of on-site and offshore subject matter experts and certified consultants. Our strategic alliances with global partners including Adobe, IBM, Tealeaf, Ensighten and Tealium enable Cognizant Analytics to deliver world-class solutions with zero execution gaps from strategy to implementation.

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  • E-Nor Open to view Nominee Details

    2014 was an amazing year for E-Nor. Thanks to our community, customers and team members. E-Nor's platform-agnostic digital analytics and optimization framework, combined with senior consulting expertise, has enabled some of the world's most recognized brands to become more data driven. For over 10 years, E-Nor has provided services relating to measurement strategy, implementation, reporting, analysis, training, and data visualization, allowing for companies to leverage data to make better business and marketing decisions.       

    In addition, E-Nor's consultants have been very active within the analytics community, from speaking at industry events to publishing thought leadership articles and actively educating the community with quality and relevant content including: 

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  • El Arte de Medir Open to view Nominee Details

    The Agency “El Arte de Medir” is led by Gemma Muñoz and Tristan Elósegui, two of the most influential professionals in digital analytics and digital marketing in Spain.

    Gemma was finalist in the Digital Analytics Rising Star in 2012, and Tristan was awarded as the Top Blog of Marketing in Spain in 2014. Both founded “El Arte de Medir” in 2011, and the agency is now one of the most influential in Spain.

    In 2011 the agency launched a strategy based on spreading the word about digital analytics on two main levels: firstly towards the culture of data oriented companies, and secondly focused on training professionals that could carryout this transformation. Our strategy included these guidelines:

    1. Divulgation
    We assist both, companies and professionals within the industry, to make digital analytics a basic part of their online strategy. Our communication is supported by these five pillars:

    - Conferences:
    In 2010 we started giving conferences on the importance of web analytics, in Madrid and Barcelona. At a later stage these conferences were extended to other Spanish cities such as Seville, Valencia, Bilbao, La Coruña, Tenerife,…

    In 2013, we started giving conferences in Latin America, following the same path to data culture as Spain did in 2010. We have given conferences in collaboration with IAB, MMA and Expomarketing, in Chile, México, Colombia, Argentina, Peru and Bolivia.

    - Books (Spanish)

    • “Web analytics in one week” (Ed. Gestión 2000, in 2012),
    • “The Art of Measuring” (Ed. Profit, in 2011) and
    • “Marketing Metrics” (Ed. Esic, 2010).
    • They will launch a forth book in 2015.

    - Blogs:
    Gemma Muñoz started writing about web analytics in her blog in 2008. She’s been chosen as one of the 10 recommended blogs by Avinash Kausihk (the only blog in Spanish).

    Tristán Elósegui has been writing about online marketing and web analytics since 2009. His blog has been awarded every year since then. In 2014 he was named Online Marketing Top Blog in Spain, by

    - Videos:
    In 2014 we launched our Youtube channel, from where we give small educational videos aiming to train companies and professionals in digital analytics.

    - Social Networks:
    Gemma and Tristán are participating actively in various social networks. But their core activity is based in Twitter where they have +26k and +36k followers each.

    2. Training

    In 2011 we founded the Internet Master for professionals Kschool, where we launched the first digital analytics program in Spain.

    In these four years, we have completed ten editions of the Master’s Program, and we have opened branches in Barcelona and Valencia, which in total, amounts to more than 300 digital analysts that have been trained since we started!

    We also collaborate with different business schools and universities in Spain and Latin America, which are starting to include digital analytics in their online marketing and business intelligence programs.

    3. Own methodology

    Due to the economic crisis that we are undergoing in Europe since 2008, the interest of Spanish companies in digital analytics has been rising ever since. Companies need to obtain the same results with decreasing budgets. We are assisting companies in understanding that digital analytics is the first step to make achieve this. 

    Due to this, we have set out a generic working methodology that meets the current needs of the Spanish companies, where their challenge is to assimilate a huge quantity of data, in order to add value and make optimal business decisions.

    We are a consulting firm specialized in digital analytics, and we lean on technology to achieve the best results. But at the same time, we make tailored consultancy because every client has different characteristics and needs. Our team’s main strength is complementarity.

    We have helped companies in different stages of web analytics’ maturity model and from several industries (travel, banking, health, amusement parks, NGOs,…).

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  • Hub'Scan Open to view Nominee Details

    We help enterprises reach 100% efficient tagging for their whole digital ecosystem and collect 100% relevant, accurate and actionable data 24/7.

    Hub’Scan EX is a revolutionary SaaS platform dedicated to digital analytics performance. It manages data layer and quality assurance for all three phases of digital analytics: acquisition, behavior and conversion.

    From traffic acquisition to conversion, marketers feel they cannot trust collected data because tags are not installed properly. Content changing too fast, process pitfalls and technological shortcomings are some of the main reasons. As a result, bad decisions involving billions of dollars are made at the global level based on inaccurate data.

    Hub’Scan EX is the only solution on the market that fixes all these issues at a time with exhaustive scanning, tagging plan management and user journeys monitoring, from SEO to conversion.

    With Hub'Scan EX, you can:

    • secure 100% tagging coverage & efficiency so that you can launch sites faster
    • secure 100% tagging & data accuracy so you can collect 100% reliable data 24/7
    • secure 100% conversion potential so you can identify more user interactions.

    It manages the whole digital analytics process and ecosystem regardless of the environments (HTTPS/SSL, forms, iframes, mobile devices…) and bridges the gap between intuition-based decisions and data-driven decisions.

    EXhaustiveness: thanks to powerful algorithms and a robust cloud platform, Hub'Scan EX can scan entire websites containing hundreds of millions of pages. Get a full picture of your data collection potential!

    EXcellence: our quality assurance processes ensure that your data collection matches your business requirements and tagging plans. Hub’Scan EX provides scenario management and monitoring to replay user journeys, which allows insight into in-page user behavior that will impact conversion. Start trusting your analytics data again!

    EXpress: our SaaS architecture can scan over 6 million pages per hour. Our unique quality monitoring feature will alert you by e-mail if tags malfunction or if the overall quality of your data collection decreases. This means that we will identify problems quickly, ensuring that the integrity of your data collection remains intact.

    Thanks to Hub’Scan EX, our customers have been able to achieve immediate value by reducing their TTM and TCO by up to 90%. They can audit in hours what required weeks before and they can manage their whole analytics data layers, which is not even a dream without Hub’Scan.

    This empowers our customers to be more proactive with their approach and protect the investment they've made in their digital marketing ecosystem.
    Identifying and correcting problems with key conversion paths has helped them to improve their overall conversion rate and business significantly.

    By now Hub’Scan EX is used over more than 3,000 websites.

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  • Madrid Geek Girls Open to view Nominee Details

    Madrid Geek Girls was created by a group of Spanish women who found the need to evangelize digital analytics in a country in which a vast majority of companies are still not data-driven. Managing and understanding data is vital for any organization to succeed. That is why the main goal of the Madrid Geek Girls is to help analysts, search marketers, marketing directors or any role in digital analytics in the promotion of free networking, professional development and analytics education.

    Since 2010, MGG has been contributing to the community of Spanish speaking analysts. The members of this group are all highly regarded experts in their field (SEM, SEO, Social Media, Big Data, Digital Marketing) who share their knowledge, challenges and insights to every practitioner at every skill level.

    The Madrid Geek Girls blog is a place where they gather their ideas together and where they share their insights and expertise every week: Sharing information about the latest digital marketing and analysis insights with the community is the best way to reach everyone in Spain and in Latam. It also helps them to be present in all social networks which allows them to keep evangelizing about their passion: digital analytics. All of the Madrid Geek Girls are aware of the importance of being part of the industry’s growth and are very proud to have so many women involved.

    Madrid Geek Girls has also provided different events that have covered different areas:

    • Conferences – Members of Madrid Geek Girls share different challenges on different projects in which they have participated. These conferences have also pushed Spanish analyst´s for networking with the main leaders and peers in the digital marketing field
    • Unconferences – Web Analytics conferences that had no schedule and mainly encouraged attendees to exchange ideas and promote knowledge sharing.
    • Full day Boot camps - Including Storytelling sessions, Featured speakers, networking opportunities, educational workshops.
    • Dashboard competition – Encouraging participation to present good practices when creating dashboards that help in decision making based on digital analytics.
    • Interviewing experts – The best way to spread the word about the latest updates, all aspects of digital analytics and marketing by interviewing the best in this field.
    • This initiative is still today a non-profit organization that is growing. In 2015 there are already several events programed to keep helping the Spanish analytics community.

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  • Smart Furniture Open to view Nominee Details

    As the VP of Marketing at Smart Furniture, Gil Cayabyab relies heavily on analytics to optimize his marketing efforts. More specifically, Gil enjoys having the freedom to customize data to help drive their core competencies, which is a crucial factor for the success of Smart Furniture's analytics program.

    For example, porting data from their Furniture Genius personalization tool into Adobe Analytics allows them to easily test multiple algorithms for displaying relevant products to our customers, resulting in up to 3x conversion rates on average. Integrating Smart Furniture’s analytics and testing platforms with one another gives them the flexibility to quickly gain insights on what's working, as well as freeing up valuable IT and development resources at the same time.

    Day-parting analysis and geo-targeting helps Gil and his team make smarter decisions on paid search campaigns by focusing bids during specific hours of the day, based on historical conversion and location data. This allows them to run a leaner, more efficient, and cost-effective paid search strategy.

    Using analytics to drive site search results has yielded up to 4x conversion rates by driving the search algorithm to promote products that have the heaviest affinities to a customer's browsing history. In the near future, we also plan on integrating our Furniture Genius personalization data with existing analytics data to tailor site search results even further. Analytics has been a core driver of success for Gil and his team.

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  • Smart Utility Systems Open to view Nominee Details

    Smart Utility Systems (SUS) is a business solution company solely focused in the Energy and Utility sector with core areas of concentration in Customer Engagement, Mobile Workforce and Smart Analytic.

    SUS has been consistently coming up with most innovative and influencing products that cater to utility needs with their #1 customer engagement and mobile workforce end to end solutions and provide them best ROIs    Leading utilities love SUS solutions and recommend them to other utilities

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  • Sweetspot Intelligence Open to view Nominee Details

    Sweetspot is a pioneer Digital Insight Management solution. It automatically processes and integrates all your data, allowing you to better use your time for management of your digital assets. Sweetspot turns data insights into actions by effectively combining the power of data visualization with a digital optimization workflow.


    “There is an abundance of reporting tools on the market, with Sweetspot standing out from the rest by not only providing clients with an automated, customizable reporting platform, but also giving them the power to turn data into action with their Workflow feature. This feature allows Sweetspot users to build a plan of action, which calls for participation from multiple departments. This way organizations have been changing the way they use data, and have been able to see the impact of their actions reflected directly in their Sweetspot Dashboards. Many enterprises have already begun to revamp their marketing efforts, such as P&G, RedBull, Shell, Boston Globe, Martha Stewart, to name a few.”

    “Sweetspot Intelligence brings innovative features into the reporting area such as User Stories and Workflow, which allow users to not only view their data, but also to act on it. No longer is data trapped in tables and charts, it is now available in dashboard form to be used to make well-informed decisions.”

    “The Sweetspot Team is a new innovative competitor in the digital marketing arena, allowing all the digital analysts, like me, to be able to digitally transform businesses.”

    “By integrating powerful Workflow features and Impact Scenarios, dashboard users become team players united by a mission to put data to good use. Sweetspot’s Timeline shows users the impact of past decisions and events, paving the way for their own optimization know-how repository. Thanks to Sweetspot, more and more companies are saying ‘no’ to the limitations of manual reporting.”

    “Sweetspot Intelligence has been successful in delivering and expanding its philosophy on reporting dashboards, which consists of turning raw data into useful data. Incorporating interactive workflows and storytelling elements into digital marketing dashboards, Sweetspot has proven that data delivery is an indispensable step in the decision-making process that encourages both a data-informed company culture and efficient business solutions.”

    “Sweetspot intelligence is not another dashboard, it is an insight delivery management system. The solution includes all state of the art data visualization, data integration, and predictive modeling features, plus takes reporting to the next level with its insight management features. Sweetspot invites all team members to participate and actively make decisions based around their data, and aids them in doing so through the built-in Workflow. What many organizations are missing is not a reporting tool, but a solution that pushes them to not only interpret their data, but to act on it, and Sweetspot does just that.”

    “Sweetspot provides a solution that not only allows organizations to integrate their data from multiple sources, but also allows them to build KPIs and charts which may be directly inserted into their dashboards through the user-friendly Data Builder. With features such as predictive modeling and Workflow built-in as well, this software is changing the way organizations discover insights and act upon them.”

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  • Tealium Open to view Nominee Details

    Tealium is the leader in tag management and unified marketing, enabling customers to leverage the power of a unified data layer since the company’s inception in 2008.

    With the growth in digital touch points, including mobile channels, data-driven professionals face a limitless amount of interactions they can measure. In almost every case, getting results starts with a strong analytics foundation.  Tag management brings together disparate marketing applications by providing a single, master tag to control other tags and establishes a unified data layer that results in a common, standardized data language between tag-based digital solutions.

    Tealium iQ, the leading enterprise tag management solution, redefined the concept of digital marketing agility, and how analytics are deployed, by enabling measurement professionals to manage analytics tags on their own.  Tealium streamlines complex web analytics deployments, including enterprise solutions such as Adobe SiteCatalyst, IBM Coremetrics, Webtrends, and others, allowing users to define and map different variables with easy drag-and-drop functionality, without requiring IT developers to adjust any code on the web page.  With Tealium iQ, analytics professionals have a highly reliable foundation of digital data that enables real-time actions to be taken.  Tealium also pioneered first-party, real-time data integration and distribution across multiple channels and devices with Tealium AudienceStream™, the company’s award-winning visitor segmentation, data enrichment and real-time action engine.  AudienceStream eliminates need for expensive and batch-delayed data integration projects and allows marketers to define, correlate, and target their most actionable audiences across channels, and then take action on those visitors in real time to increase results.

    Tealium’s solutions are used by hundreds of global enterprises, including Cathay Pacific Airways, Domino’s Pizza, HanesBrands, Kimberly-Clark Corp., Lamps Plus, Lincoln Financial Group, Party City, and Univision.

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  • The R Stats + Digital Analytics Community Open to view Nominee Details

    R Stats and the R language are now a key skill set that one needs to know in the digital analytics and digital testing \ optimization space. A global community of vendors, agencies and interested learners has formed in an ad-hoc manner to respond to this need, rallying around the #rstats hashtag and others (largely related to either Google Analytics or Adobe Analytics), and thus helping digital analytics practitioners skill up and smarten up when it comes to R Stats.

    Key and notable among these folks are the following:

    • Daniel Waisberg, Analytics Advocate, Google Analytics
    • Lunametrics
    • Tatvic (notably the RGoogleAnalytics package on github)
    • Johann de Boer, Open Universities Australia
    • Randy Zwitch, Comcast (RSiteCatalyst on github as well as his blog)


    These #measure folks, along with the broader #rstats community and now academics such as Elea Feit, are paving the way for the rest of us to be R-Ready for 2015 and beyond.    This is why I am nominating "The R Stats + Digital Analytics Community" as the DAA Most Influential "Vendor/Agency" of the year for 2014. I am nominating Daniel Waisberg to receive the award on behalf of this rag-tag group of digital analytics rebels. May R Be With You All in 2015!

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  • Visual IQ Open to view Nominee Details

    Visual IQ has been pioneering the marketing attribution space since its founding in 2006, when it introduced the industry’s first algorithmic attribution management solution. In 2014, the industry received major validation with the entrance of tech giants AOL and Google, who acquired Convertro and Adometry respectively. As marketplace interest in attribution continues to surge, Visual IQ remains the only independent provider of an objective and impartial solution that measures media performance so that marketers can optimize their spend and invest in the channels that are most effective in meeting their business goals. Trusted by advertisers for its publisher-agnostic analysis, insights and recommendations, Visual IQ has gone head-to-head with AOL, Google and other providers and come out on top, as demonstrated by its recognition as the leading marketing attribution vendor by Forrester Research in its Q4 2014 Cross-Channel Attribution Providers Wave Report. This is the third time in a row that Visual IQ has achieved this ranking.   

    Visual IQ's IQ Intelligence Suite of products provides marketers with a better understanding of how each marketing channel, campaign and tactic influences conversion behaviors such as purchases, registrations and downloads, as well as financial factors such as ROI and lifetime value. Its groundbreaking technology combines and analyzes data from online and offline channels, as well as devices, to offer an all-encompassing approach to understanding marketing performance. The company’s product suite can collect any and all types of marketing data available, and displays the information in one easy-to-use interface. Visual IQ users can see the key performance indicators that they already use side-by-side with a corresponding set of attributed TrueMetrics™, enabling them to make informed decisions without changing the way they work. In addition to uncovering insights hidden deep within a brand’s multi-channel performance data, Visual IQ’s product suite also delivers recommendations for changes to marketing programs, reveals performance optimization opportunities related to specific marketing goals as well as for specific audience segments and automatically pushes attributed data into media buying execution platforms.   

    Visual IQ’s products have helped many of the world’s largest and most successful brands and their agency partners optimize complicated, multi-channel marketing ecosystems and consistently achieve unparalleled ROI. A sampling of results Visual IQ has produced for clients both in the U.S. and Europe include:

    • Drove a 7% increase in total revenue and a 20-to-1 return on investment for BuildDirect in just four months
    • Delivered an incremental $5.6MM in annual revenue for Dell via display optimization
    • Reduced CPA by 32% for Orange France
    • Generated a 45% increase in sales volume and a 31% decrease on cost per sale for Windstream
    • Drove a 20% increase in media efficiency for American Express   

    Moreover, Visual IQ continues to disrupt, innovate and define the next generation of marketing attribution solutions. In 2014, it rolled out a self-service configuration of its platform that enables partners and clients to configure their data without requiring vendor involvement, and released new predictive segmentation functionality that helps marketers overcome challenges related to retargeting. It also continued to develop its extensive ecosystem of partners, including solidifying partnerships with mobile ad tech companies Tapad and Drawbridge to help solve the cross-device measurement challenge. All the while, Visual IQ thought leaders have been speaking, writing and publishing content in both the U.S. and Europe to help increase marketplace understanding of cross channel marketing attribution management, including the release of a groundbreaking study on Big Data, marketing attribution, and omni-channel strategy development in cooperation with The CMO Club, and a white paper on global programmatic audience development in conjunction with The Winterberry Group that was published in the U.S., UK, France and Germany.

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