Board of Directors
Sr. Director, Digital Analytics, Public Broadcasting Service
Amy Sample has been analyzing digital consumer behavior for over 20 years. As Senior Director of Strategic Insights at PBS, she and her team are responsible for providing cross-platform analytics and consumer insights to drive strategic initiatives. Prior to PBS, she conducted primary research and audience analysis at AOL for 8 years. She is President of the Board of Directors for the Digital Analytics Association and served as a founding co-leader of the DAA Washington DC chapter. Amy is a regular speaker in digital analytics and measuring user engagement at nationwide industry conferences. Amy holds an MBA from Georgetown University and a BS in Marketing from DePaul University.
Head of Enterprise Digital Intelligence and Web Analytics The Vanguard Group
Rusty Rahmer is an experienced digital leader, with over 10 years of experience driving digital strategy, technology program planning, and delivery at Vanguard. Since 2013 Rusty has been leading Vanguard’s enterprise digital intelligence program and has since built and managed the firm’s Digital Intelligence Center of Excellence. Rusty’s expertise is centered in developing digital program strategy, inspiring business leadership to invest, and providing program leadership through organizational construction and operational transformation.
Director, Digital Analytics & Optimization, UBS
Valerie Kroll was charged with the responsibility of establishing the digital analytics practice at the American Medical Association in 2013. Even though this was her first role in the digital analytics space, she relied on her previous experience as a Market Researcher, her technical aptitude, and appetite for new challenges to successfully deploy a large-scale custom implementation. She has always been passionate about marketing analytics and quantifying consumer behaviors to inform business strategy. As the Digital Analytics Manager, her team worked with clients across the organization to bring data to the decision-making table. Now as the Director of Digital Analytics & Optimization Program at UBS, she leads her team in testing different client experiences and measuring their impact on the bottom line.
Valerie currently serves on the DAA Women in Analytics Task Force. She has also served as a DAA NYC Chapter Co-Chair, was a finalist for the DAA “Rising Star” award in 2014, and was also a speaker at eMetrics Boston 2014 on how to establish a testing program within an organization in a presentation titled, “A/B Testing from the Ground Up.”
Analytics Practice Lead, Search Discovery, Inc.
Michael Helbling is a seasoned digital analytics leader. After entering the industry in 2004, he quickly rose to prominence as an industry contributor, blogger, and speaker. He has spent time as both a practitioner and consultant, working at and for many global brands. After joining Search Discovery in 2012, he took on the leadership of the Analytics Practice there in 2013. Michael is a co-host of the highly rated Digital Analytics Power Hour podcast.
Senior Partner, Analytics Demystified
Adam Greco is a longstanding member of the analytics community. He has managed web analytics at the Chicago Mercantile Exchange and Salesforce.com. He was one of the early founders of Omniture, a leading web analytics technology firm and has also provided consulting services via Web Analytics Demystified. Mr. Greco has written hundreds of web analytics blog posts and also authored the definitive book on Adobe SiteCatalyst. He has also presented at numerous industry events, co-presented the Beyond Web Analytics podcast and was a nominee for the industry's most influential contributor.
Senior Director of Product Marketing for Analytics, Adobe
In his role at Adobe, Jeff is responsible for the ultimate market success of Adobe Analytics. This includes working with R&D, customers and industry leaders to advance the scope of business problems Adobe Analytics solves and overseeing marketing globally for the product line. Jeff has driven the market introductions of Adobe Analytics, Adobe Analytics Premium, Adobe Analytics for Mobile Apps and Adobe Analytics for Video as well as advanced analytics capabilities such as: anomaly detection, contribution analysis, algorithmic attribution, predictive intelligence, propensity scoring and the 2016 DAA Awards of Excellence nominee, Analysis Workspace. In addition to helping shape the strategy, Jeff has represented Adobe Analytics at numerous analyst, press, third party and Adobe-sponsored events. During his time at Adobe, Adobe Analytics has received numerous accolades from all major analyst publications. Most recently Adobe was recognized as a leader in the Forrester Wave for Customer Analytics (the first year Adobe Analytics has participated.) Jeff has been working in tech marketing, sales and product management roles for the past 21 years. Prior to joining Adobe, he ran Marketing for AtTask (now Workfront), a hyper-growth SaaS project management company. He holds a Bachelor of Arts degree from Brigham Young University in Russian and Business.
Vice President, Business Intelligence, Gannett, USA TODAY Network
Over 15 years of experience leading analytical efforts that are responsible for setting the roadmap of Gannett’s digital analytics strategy. Currently the Vice President of Business Intelligence for Gannett (which owns USA TODAY, and over 110 newsrooms across the country), as the leader and champion for the use and management of analytical intelligence to drive and measure company performance across it’s digital platforms. I lead a team of talented Business Intelligence and Content strategy analysts across the country, that serve as the central point for connecting the results of efforts to increase our audience acquisition, retention, engagement and monetization across the Marketing, Product, Content, and Revenue operations.
In addition to the digital analytical experience I have gained through my tenure at Gannett, I also have over 8 years of experience in qualitative market research: Survey design and analysis, usability testing, focus group moderation, a role that I held for a time leading the Customer Behavior and Analysis team at USATODAY.com. In this role, I implemented the first web analytics system for the company (Visual Sciences) before moving to the Gannett Digital division to build and manage the first cross divisional Analytics team. I also led the business requirements design and implementation of the first Digital data warehouse for the Gannett company, ingesting data from major analytical, ad serving and revenue data providers, and providing a central source for all data analytics relating to the digital strategy of the company.
I currently hold a board position on the Media Ratings Council Digital committee, which allows me to stay intimately involved in the issues and vendors that affect the greater Digital analytical community. I have held additional analytical and research positions at Verisign, Network Solutions, and Federal Sources prior to my time at Gannett, that allowed me to gain valuable experience in the traditional market research discipline.
Director of Performance, Measurement & Analytics, Google
David helps the largest US companies transform their marketing efforts into profit centers through meaningful and measurable business outcomes powered by analytics.
He is a passionate visionary who builds high-performing organizations. David currently manages a team of 72 with 8 managers across 6 job functions and 4 industries (Travel, Finance, Pharma/OTC, Health Systems). Since joining Google in 2006, he has worked across 27 offices, 19 countries, and 5 continents.
A former technology consultant at IBM and PricewaterhouseCoopers, David has also consulted at over a dozen Fortune 500 companies across the retail, technology, auto, entertainment, and healthcare industries.
David earned an MBA from the McCombs School of Business at the University of Texas in Austin and a BS in Marketing from Penn State University.
Marketing Principal (Interactive Marketing Strategist), FedEx Services (USA)
Ned Kumar is an Interactive Marketing Strategist at FedEx Services. He has over nineteen years of experience in customer analytics, with expertise in both online and offline channels. Ned is a frequent speaker at various conferences on topics related to analytics, Big data, search optimization, and change management.
Throughout his career Ned has played a leadership role in designing data-driven customer strategies but more recently his passion has been in driving channel agnostic concepts to better understand customer interactions holistically.
Ned is a member of various professional organizations, a Certification Board Member at the Digital Analytics Association and also an Online Tutor for the University of British Columbia's Award of Achievement in Web Analytics Program. In his previous job as an Asst. Professor of Marketing & Management, Ned taught senior level courses in Strategy, Quantitative Analysis, and Decision Support and has numerous journal publications to his credit.
SVP, Data and Insights, Hero Digital
With 19 years of online marketing industry experience, Aaron Maass is one of the early pioneers of tag-based web analytics. He co-founded and sold a website traffic tracking and reporting software service called SiteGauge to Kohlberg Kravis & Roberts in 2000, and has led digital analytics initiatives in senior Internet marketing management roles at companies like KPMG, EF Education, Fidelity, DuPont and Comcast, where he was head of e-commerce and web operations.
In 2008 Aaron launched MaassMedia, an independent digital analytics consulting firm based in Philadelphia. In 2018, MaassMedia became part of Hero Digital. Together, he and his team of solution engineers, strategic business analysts and data scientists help clients develop and implement improvements to their digital analytics capabilities that improve the customer experience, generate insights and maximize revenue.
Aaron has a B.A. from Cornell University, is certified in Google Analytics, Adobe Analytics and Six Sigma implementation and has been recognized for his achievements by the Digital Analytics Association (DAA), Interactive Media Council and Web Marketing Association. He is also on the Editorial Board of the Journal of Applied Marketing Analytics, teaches a course on digital analytics and speaks frequently on the topics of engagement modeling, lead generation, customer lifetime value and personalization.
Vice President – Director, Digital Strategy & Analytics, Mower
Since 2003, Mary has managed digital marketing and analytics efforts for several companies and major brands including Mattel, Fisher-Price, BASF (Watson Bowman), Radisson, Pentair and Ford. Now as Vice President (Partner) - Director, Analytics and SEO at Mower (www.mower.com), Mary leads the agency’s commitment to developing analytics products and data-centered marketing services that position brands as fiercely loyal friends with their customers.
Since 2012, Mary has served as adjunct professor at the Wehle School of Business at Canisius College where she teaches traditional and digital marketing to both undergraduate and MBA students.
Ian Thomas has been actively involved in Digital Analytics since 2000, when he co-founded one of the UK’s first web analytics firms, helping to define the online advertising and web behavior measurement industry, and pioneering techniques in campaign attribution. From 2006 to 2018 he worked at Microsoft in Seattle, helping the company to understand its customers and their usage of its products and services through data and analytics.
At Microsoft, Ian held a number of leadership roles in Digital Analytics, working with the company's Advertising business group, Bing Engineering team, and Global Marketing Organization. In his most recent role, Ian ran worldwide Marketing Data, Analytics and Operations for the Xbox, Windows, Bing and Surface brands. His team delivered multichannel digital marketing campaigns to over a billion Microsoft customers, powered by a customer data platform that stored hundreds of behavioral, demographic and predictive attributes for each Microsoft customer.
Ian is a frequent speaker at industry events and shares his thoughts about the world of Digital Analytics at his blog, liesdamnedlies.com. He holds a degree in Electronic and Information Sciences from the University of Cambridge, and a Masters in Optoelectronic Engineering from the University of Oxford.
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