Event Calendar

Friday, February 10, 2023

DAA Denver | Double Header + Breakfast

Start Date: 2/10/2023 10:00 AM MST
End Date: 2/10/2023 11:00 AM MST

Venue Name: Bounteous

1099 18th St
Denver, CO  United States  80202

Organization Name: Digital Analytics Association

DAA Membership Team
Email: membership@digitalanalyticsassociation.org
Phone: (781) 876-8933

Don't Miss this In-Person Opportunity – First 25 attendants in Denver that wish to meet in person and have breakfast.  We will meet at the Bounteous Office – Located in Downtown Denver on 18th Street. Space is limited.

Bringing a Horse to Water and Getting it to Drink
Uncovering the value of digital analytics for reluctant stakeholders

In this presentation, Enrique will look to antiquity to reveal how Fibonacci convinced Europe to abandon its impractical Roman numeral system and adopt the new technology of Hindu-Arabic numerals, succeeding where others before him had failed. To do so, the Italian mathematician from Pisa demonstrated practical, concrete examples that empowered traders, merchants, and others to more efficiently and accurately do business. This historical example can provide modern digital analysts with a framework to do the same with reluctant stakeholders. Fibonacci, too, faced detractors entrenched in early methodologies for calculations. Change threatened concerns whose existence was based on the earlier methodologies. However, the practicality and efficiency of the new numbers finally overwhelmed the older system. Your insights can do the same. This presentation will help viewers understand how to be like Fibonacci in convincing reluctant stakeholders.

Enrique Gonzales started his digital analytics journey in the late 90s, tracking an AOL site with “plus groups” and a related website with log files. In the early 2000s, he pioneered the use of Adobe Analytics at Gannett Newspapers on almost 100 newspaper sites when the tool was still called SuperStats. He then held the first dedicated digital analytics roles at USA Today, NPR, AARP, and the journal Science. At USA Today, he also conducted the national newspaper’s first digital a/b test. A former journalist, he has written for publications from the Austin American Statesman to the Wall Street Journal, but now he uses his storytelling skills to explain how data can drive positive organizational change. An early member of the DAA, he owns a cloisonne pin from both the DAA and the WAA from when the organization was first known as the Web Analytics Association. He currently works at Verisign.

How to Build a Durable First-Party Data Strategy

Every organization discusses building one-on-one consumer relationships to implement a stellar first-party data strategy. While pursuing that goal, there are many changes to the analytics landscape to consider, including shifting consumer preferences, ever-changing privacy regulations, and technology changes like Apple’s changes to their browser. And these changes will continue to grow. Michael will talk about building a durable architecture for your first-party data strategy. He will discuss the tools and business processes that support that architecture. Lastly, he will examine the best measures for achieving your goals.

Michael Loban is the Chief Growth Officer at InfoTrust, a global, privacy-centric digital analytics solutions company. He is also co-author of the Amazon best-selling book, Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform, His second co-authored book, Becoming a Privacy-Centric Marketing Organization, published on Jan. 24, 2023. When Michael is not motivating organizations to undertake a digital transformation, he can be found passing on the power of digital analytics to the next generation of marketers and analysts through his roles as a Term Adjunct Professor at the University of Cincinnati and Adjunct Faculty at Xavier University. He is also a presenter and contributing writer, with work published in Forbes, AdWeek, and CIO Magazine.