Speaker: David McBride, Senior Vice President, Digital Solutions, Course5

Learn the key traits of the industry’s analytics rockstars - those that have already made a difference in the industry, or will soon. In this keynote, you’ll learn what it takes to differentiate yourself in the analytics world, take your skills to the next level, and teach those skills to your team to build the next generation of analytics rockstars.

Digital Analytics Team Organizational Design Exercise (CMLF - Invitation Only)
Moderator: Rusty Rahmer, DAA Board Chair and Head of Customer Experience Solutions, GlaxoSmithKline

As a group we will draw our digital analytics team organization chart, then connect it to the broader organizational chart of stakeholders, internal clients, and partners. We will cover a host of new responsibilities and related roles as well (i.e. Tag Management, Testing and Experimentation, Audience Management, Automation, etc.). The primary goal is for participants to gain an understanding of how our different companies are structured around analytics and the pros-cons of each model. A secondary goal is to produce a white paper reporting the aggregate (company agnostic) findings of this exercise to the DAA Community.

Developing Truly Data Driven Marketing Campaigns
Speaker: Jake Collins, Director, Marketing Intelligence, Marketing Communications, University of Pittsburgh Medical Center

In this session, attendees can learn how data analytics can be to drive personalized, multichannel marketing plans.  The session will include information on developing data driven targeting, using analytics to tailor messaging, tracking campaign KPIs in real time across multiple data sources, integrating spend data, and using that information to help decision makers understand the rollouts of their campaign and to optimize their spend against success metrics across multiple dimensions

Mastering Buyer Journey Analytics & Attribution Modeling
Speaker: Kashif Khurshid, Sr. Manager of Marketing Analytics, Platforms & Technology, Alert Logic

One touch marketing is dead. See multi-touch buyer journeys in action and discover how attribution impacts metrics and business outcomes. In this session, you will learn best practices on configuring buyer journey, determine how to gain insights from journeys, and learn how to assess performance of buyer journey.

Transforming Analytics for Single Page Apps (SPA)
Speaker: Julia Zhou, Digital Analytics Implementation Analyst, Best Buy Canada

With the rise of react and single page applications in web development, cookie-cutter implementation and pixels are quickly becoming outdated as a framework for tracking. Core metrics and dimensions analysts have always depended on — such as pageviews, entries, and channels — may no longer mean what they used to mean. Julia will speak about some of the key learnings from her work at Best Buy on analytics implementation for multiple SPAs, the common challenges, and how to resolve them.

Speaker: Eric Matisoff, Senior Evangelist, Analytics & Data Science, Adobe

Governing Beyond the Enterprise

Customer Data Platform: Insights from Every Angle
Speaker: Aimee Bos, Digital Analytics Strategy, Blast Analytics & Marketing

Customer Data Platforms (CDP) are no longer just a marketing fad. A unified customer experience across all marketing channels must start with a single and complete view of each customer. Learn about how a CDP can help you manage your customer data to unlock new insights, some of the top use cases, and the secrets to a successful implementation.

Speaker:Kevin Hartman, Director of Analytics, Consumer, Government and Entertainment Sector, Google 

While marketers' needs have changed very little as a result of digital's explosive growth, the tactics used to achieve their goals have evolved at a speed that has out-paced the trust of the very consumers they hope to engage and influence. The regulatory and industry response to protect consumers' interests has been a responsible first step with a modest impact on marketers -- but strategic moves by players in the digital industry have had a tremendously disruptive effect on marketers. We'll take a critical look at the forces that are shaping digital marketing today and layout a clear path forward for marketers in the post GDPR / ITP world.

How to Present Test Results that Inspire Action Speaker:Valerie Kroll, Optimization Director, Search Discovery

As a Conversion Rate Optimizer, you are certainly familiar with everything it takes to get a test out the door. From setting up your tools and tags, to gaining stakeholder buy-in, and most importantly, determining how to act on test outcomes, you expertly balance art and science to make sure your testing program is successful. But how do you cram the life story of each test into a presentation to your product team—or even more challenging—to senior management? In this talk you’ll learn a different approach: the formula for tailoring a results-focused presentation to effectively communicate your message and inspire action from your audience. We’ll discuss culture-shifting techniques to enable your organization to embrace calculated risk, realize the importance of hypothesis driven experimentation, and demonstrate how testing brings you closer to your users.