DAA Online Training
Within the DAA Education Portal members have access to all archived learning resources and non-members can purchase or access sample material. Learn more about the past events DAA has hosted:
In addition to our recorded trainings, DAA also offers certificate programs and has a robust Digital Analytics Cookbook with actionable content.
Go to the DAA Education Portal
Building a Bridge to Data Science
September 18th, 2018 12:00 - 1:00pm EDT
As an analyst, your job is to wrangle data into telling a story that will drive a business decision – a description that also applies to Data Science. So now you’re wondering if you should just go ahead and call yourself a Data Scientist, or whether there are additional skills you should be developing. In this webinar, Ian and Jim outline how the DAA thinks about Data Science and explore its overlap with Digital Analytics. Whether you are, work with, or would like to become a data scientist, you'll learn what the role entails, how much of it you're already doing and how to identify the right role for yourself. “It's a spectrum of skills,” says Jim. “If you're a unicorn, you can do everything; the rest of us need to determine where our talents are best applied.” Ian views the role through the lens of process. “Each of the seven steps of turning data into action require different knowledge and proficiencies. Deciphering business goals and working with stakeholders is quite different from building and fine-tuning complex predictive models.” Together, they describe the capabilities a modern organization needs to wring the most out of data, helping you understand where you can best contribute and grow within this ecosystem.
Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. Sterne was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 15 books on online marketing and analytics including his latest, "Artificial Intelligence for Marketing: Practical Applications" (Wiley, August, 2017)
Ian Thomas has been involved in data analytics and digital marketing for almost twenty years. In 2000 he co-founded WebAbacus, one of the UK’s first web analytics firms, working with major brands and media agencies to define the online ad campaign and web behavior measurement space, and delivering some of the industry’s first ever cross-channel campaign analysis and attribution projects. In 2006 Ian joined Microsoft in Seattle to deliver web analytics tools for the Microsoft Advertising business. During the next five years, he built a data platform to understand and predict ad monetization across Microsoft’s major online properties, including Bing, MSN, Outlook.com and Xbox Live, as well as third-party content partner sites. Ian delivered a string of innovations that helped senior leadership within the company boil down the complexities of online advertising and make impactful decisions on how to run the business. Since 2012, Ian has held a leadership role in Microsoft’s Customer Data & Analytics group, running a multidisciplinary team that is responsible for delivering multichannel digital marketing and CRM campaigns for the Xbox, Windows, Bing and Surface brands, targeted from a customer database with over 2B profiles with hundreds of attributes. His team is pioneering the use of Machine Learning & AI to deliver significantly improved campaign ROI through predictive segment generation and model-driven campaign analysis. Ian is an accomplished public speaker and writer and is on the board of the Digital Analytics Association. He maintains a blog about marketing analytics and AI at liesdamnedlies.com and has also published articles with the Journal of Applied Marketing Analytics. You can follow him on Twitter at @ian_thomas.