OneConference Agenda

OneConference Agenda


October 23, 2019

1:00 PM – 9:00 PM

Time Session Title / Abstract & Speaker
9:00 AM - 12:30 PM Chapter Leader Meeting
12:00 PM - 5:00 PM Registration Opens
1:00 PM - 1:45 PM
Welcome Remarks

Opening Keynote: Life on the Vertical
Speaker: Mark Synnott, author of “The Impossible Climb”

Mark Synnott is a man ever on the brink of new discovery. A big wall rock-climber of the highest order, he’s made legendary first ascents of some of the world’s tallest, most forbidding walls, from Baffin Island to Pakistan. It’s all in the spirit of adventure and exploration in order to educate about these sites of strange, remote beauty. He’ll share his stories from the cliffs, from the importance of trust in your teammates to life and leadership on the vertical.

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1:45 PM - 1:50 PM How an AI-Led Approach will drive the Next Phase of Growth for Analytics

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

1:50 PM - 2:30 PM Analytics Rockstar Mentality
Speaker: Eric Matisoff, Senior Evangelist, Analytics & Data Science, Adobe

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.

2:30 PM - 3:00 PM Networking Break
3:15 PM - 4:15 PM Breakout Sessions 

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
Khurshid KashifSpeaker: 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

Khurshid Kashif

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)Julia Zhou
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.

4:30 PM - 4:35 PM Analytics for the Experience Business

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

4:35 PM - 5:15 PM Keynote Panel: The Past, Present and Future of Analytics

Moderator: Jim Sterne, Founder, Marketing Analytics Summit, Rising Media; Board Chair Emeritus, Digital Analytics Association

Joe Miscavige, Director, Digital Analytics, Public Broadcasting Service (PBS)
Sarah Walker, Digital Research Specialist, Nexstar Digital
Carey Wilkins, President, Evolytics
Tim Wilson, Senior Analytics Director, Search Discovery, Inc.
interactive panel on how the analytics industry has evolved, where are we today, and what disruptions are next for the industry. Find out what you need to know and what skills are critical to stay relevant and increasingly valuable in a rapidly evolving industry.

5:15 PM - 5:30 PM Closing Remarks
5:30 PM - 6:30 PM Quanties Reception
6:30 PM - 9:00 PM Quanties Awards
The Quanties celebrate the best and brightest individuals in the analytics industry and demonstrate our thanks to the exceptional groups and technologies that make our work easier and more impactful every day. Join us for a Chicago-themed celebration of innovation in analytics!

October 24, 2019

9:00 AM – 4:00 PM

Time Session Title / Abstract & Speaker
6:30 AM - 7:30 AM Fun Run
6:45 AM - 8:00 AM Fun Walk
8:00 AM - 9:00 AM Continental Breakfast
8:00 AM - 4:00 PM Registration Open
9:00 AM - 9:15 AM Welcome Remarks
9:15 AM - 9:20 AM Sponsor Remarks Heap
9:20 AM - 10:00 AM
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Analytics and the C-Suite

Opening Keynote:
Speaker:Joe Megibow, CEO, Purple

Join Joe Megibow, CEO of Purple, in conversation with DAA Board Member David McBride. Joe will discuss his career progression in analytics from analytics startup Tealeaf, to management positions at and American Eagle to leading Purple, a mattress industry disruptor, and share insights on the critical role analytics plays in the organization. How should analysts interact with CEOs to change the perception and influence of data? How can analytics teams or professionals be more impactful to the c-suite within their organizations? How can analytics professionals work with other teams to broaden the reach of data? Joe, a 2011 inaugural recipient of the Quanties Practitioner of the Year Award, will cover these questions and more.

10:00 AM - 10:30 AM AM Networking Break
10:45 AM - 11:45 AM Breakout Sessions

Women in Analytics Conversation
Moderator: Amy Sample, VP Business Intelligence at PBS

Since the DAA's WiA initiative launched in 2016, the Women in Analytics movement has marched on - with conferences and networking groups popping up in organizations across the industry. The DAA's own WiA mentoring program is now in its second year.

Let's continue our conversation. What success stories do you have to share with the group? What techniques have you applied in your organization to attract and retain more women analysts? How do we address the differences in equity perceptions among men and women? How do we achieve a better gender balance in senior leadership positions? Where do we need to focus our energies for the next year?

We welcome both women and men for what continues to be an exciting discussion about our profession.

Governing Beyond the Enterprise Amber Zaharchuk
Speaker: Amber Zaharchuk, Associate Director, Disney & ESPN Media Networks

Data is one of our most valuable resources, yet many companies have no formal data management or governance programs in place. In this session, we will discuss challenges in driving consistency across a complex ecosystem and identify actionable ways to assess and improve data quality. Your contributions to the discussion are encouraged.

Customer Data Platform: Insights from Every AngleAimee Bos
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.

12:00 PM - 1:00 PM Lunch 
1:15 PM - 1:20 PM Sponsor Remarks TMM Data
1:20 PM - 2:00 PM Digital Marketing and Measurement in a Post-GDPR/ITP World

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.

2:00 PM - 2:45 PM

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.

2:45 PM - 3:15 PM Networking Break
3:15 PM - 3:55 PM Internal Analytics: Building A Business Case To Get The Analytics Resources You Need
Speaker:David Frick, Strategic Value Advisor, Marketo, an Adobe Company

Getting the proper resources you need is hard to do, especially when you have to sell it up the chain. This session is geared to provide you with the framework and step-by-step guide needed to get internal buy-in for new analytics software, increased headcount, or other resources you or your team needs.
3:55 PM - 4:00PM Closing Remarks