DAA Philly 2013 Speaker Biographies

Heather Aeder, Group Director, True Action \ eBay Enterprise Marketing Services

Heather has 13 years of experience in statistics and analytics across multiple industries including retail, direct mail, and pharmaceuticals. At eBay Enterprise Marketing Solutions she leads the Analytics and Statistics team across a variety of digital analyses for top eRetailers. Her team has expertise in web analytics, site optimization and testing, customer analytics, digital marketing attribution analytics, and traditional direct mail/CRM analysis. She has worked with leading brands like Toys R Us, Ralph Lauren, PetSmart, Spanx, Dicks Sporting Goods, and Levis. Heather has a MA in Economics from Duke University and a BS in Mathematical Sciences from Clemson University.

Blandon Casenave, Vice President of Digital Media Research, NBCUniversal

Blandon Casenave is currently Vice President of Digital Media Research for NBCUniversal. In his current role, Blandon is responsible for metrics and analysis for NBC.com and NBC Sports. He is also responsible for the measurement of centralized products and services across all brands within NBCUniversal as they relate to video and mobile. His team also provides general consulting for affiliated brands within the company. During his tenure at NBCUniversal, Blandon has overseen the digital measurement and reporting of two Olympics, led the first direct cross-platform measurement of TV & Online via a partnership with Arbitron and developed a patent pending method for measuring unique visitors and visits on the mobile web. Prior to landing at NBCUniversal Blandon worked at MTV.com and CourtTV, totaling over a decade in digital media with about half of that time spent in TV ratings research as well.

Peter S. Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.

Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, a new research center that serves as a "matchmaker" between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions.

Professor Fader believes that marketing should not be viewed as a "soft" discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.

Chris Johannessen, Director, Digital Analytics

As the Director of Digital Analytics, Chris specializes in continuing the growth of TPG's digital analytics offerings. Prior to TPG, Chris served as the Digital Marketing Analytics Lead at Barclaycard US/Barclays, where he focused on digital analytics, testing and optimization across Barclaycard's credit card, internet banking and emergent mobile payments platforms. Chris has also served as the Analytics Product Manager for GSI Commerce/eBay Enterprise – as well as in a variety of digital marketing and analytics roles during a lengthy tenure with General Electric, where he received several GE awards for SEO, internet marketing, analytics and knowledge management, and filed several US Patent applications, resulting in two US Patents thus far – with more applications pending.

In addition to his work with TPG, Chris is deeply involved with the digital analytics community. He notably serves on the Research Council of the Wharton Customer Analytics Initiative, as a member of the Research and Awards Committees of the Digital Analytics Association, and has been (and continues to be) a speaker at digital analytics venues such as eMetrics, the Ernst & Young Semphonic XChange, Wharton School Mack Institute conferences and other locales. Chris is a very active participant in the digital analytics community on Twitter – follow him at @measurefuture.

Louis Kratz, Software Engineer, Curalate

Humans process extreme amounts of visual information every second, making visual artifacts (e.g., images) a natural, efficient, and effective form of communication.

Online social networks, coupled with the ubiquity of mobile devices and cameras, reflected this process: users communicate with images.
Despite this, traditional analytics of social networks rely on text to describe what the users are communicating, largely due to the technological challenges surrounding the analysis of visual data.

In this talk, we will discuss how Curalate, a marketing platform for the visual web, is tackling the technological challenges around visual analytics using novel computer vision and big data techniques.

Specifically, we explore how even the foundational analytic techniques such as aggregation, prediction, and classification present significant challenges when applied to visual data, and how Curalate addresses these challenges.

Danny Laws, Principal, DaBrian Marketing Group, LLC

Danny founded DaBrian Marketing Group in 2008 and continues to lead in developing an industry-leading digital agency while emphasizing online measurement best practices. Under Danny's direction and leadership, DaBrian Marketing Group has become Reading, PA's leading digital agency focused on demonstrating value through measurement of marketing campaigns.

Danny posts regular blogs on digital marketing and analytics. He has been featured in several issues of Visibility Magazine and has been an instructor for the Online Marketing Institute (OMI). He is also the recipient of the 2011 Berks County's Entrepreneur Excellence Award. He has also served as a marketing committee member for the Greater Reading Chamber of Commerce & Industries and The Reading PA Downtown Improvement District. Currently, Danny is one of three co-chairs for the Digital Analytics Association's (DAA) Philadelphia Chapter.

Prior to founding DaBrian Marketing Group, Danny worked directly for organizations such as Sovereign Bank, Liberty Mutual, and Idearc Media before numerous freelance projects with Fortune 1000 companies like Harley Davidson and Merck Pharmaceuticals. He holds an undergraduate degree from West Chester University of Pennsylvania and a Masters of Business Administration from Alvernia University.

Paul Legutko, Senior Manager, Digital Analytics

Paul is a Senior Manager in the Advisory Services practice of Ernst & Young LLP. Paul has 16 years of experience in research and analysis with a specialty in designing and applying analytical solutions to a wide range of datasets and problems. His focus for the last 9 years has been in Digital Analytics, specializing in deep-dive analysis, including customer segmentation, data-integration, SEM optimization, attribution modeling, content analysis, and internal search efficiency, often applying statistical methodologies to large datasets generated through feeds or warehouse requests.  Paul has worked on the tactical implementation of all the major digital analytics tools, including the Adobe Marketing Suite, Coremetrics, Google Analytics, and Webtrends.   

After a number of years teaching and conducting post-doctoral research at the University of Michigan and at Stanford University, Paul took a position as a data analyst and research consultant at the Center for the Social Organization of Schools in Baltimore. There, he oversaw the design, processing and analysis of hundreds of thousands of surveys and tests. He was able to quadruple the center's data capture and cut data processing costs in half. In 2004 Paul joined Semphonic, a digital analytics consultancy based in Novato, CA.  As Vice President of Analytics, Paul managed and executed hundreds of projects for scores of clients in a wide range of digital analytics engagements.  Paul has been a speaker at Search Engine Strategies, eMetrics, and Online Marketing Summit, and has conducted training and thought-leadership sessions both for clients and junior consultants. Semphonic was acquired by Ernst and Young LLP in 2013, and Paul has continued to expand the field as part of the wider Enterprise Intelligence team within Advisory Services.

Aaron Maass, CEO, MaassMedia

Former head of e-commerce at Comcast and one of the early pioneers of tag-based web analytics, Aaron Maass is the founder and CEO of MaassMedia, a leading digital analytics firm based in Philadelphia. His clients include Comcast, Coldwell Banker, Verisign and Lenovo. Aaron co-founded and sold a website traffic tracking and reporting software company called SiteGauge to KKR in 2000, and has led web analytics initiatives in senior Internet marketing roles at KPMG, EF Language, Fidelity and DuPont.

He currently co-chairs the Philadelphia chapter of the Digital Analytics Association (DAA) and was the inaugural chairman of the DAA's Awards for Excellence. A winner of the DAA's prestigious President's Award, Aaron teaches courses on digital analytics, speaks frequently on analytics topics and has been recognized for his achievements by the DAA, Interactive Media Council and Web Marketing Association. Aaron holds a B.A. from Cornell University.

Tevje Maillard, Software & Web Analytics Engineer, TPG

Tevje has almost 10 years' experience as a Software & Web Analytics Engineer. Tevje's primary responsibility is to design, develop, and deploy custom analytics solutions for clients. He is experienced with various tools and applications as well as digital/direct solutions that bring vital information together to assist clients in having a deeper understanding of their assets.

Tevje specializes in finding new ways of processing information that reduces inefficiencies and provides cost savings. He has a strong technical expertise that makes him a valued member of the TPG Digital Team.


Jodi McDermott, VP of Product Marketing, comScore, and DAA Board Member

Jodi has been working in Digital Analytics since 2002 and joined comScore's Product Management team in 2010 where she is responsible for developing and managing comScore's Digital Analytix software as a service platform. Prior to joining comScore, Jodi served as Director of Data Strategy and Analytics for Clearspring Technologies where she was responsible for utilizing data to develop and test business models and drive product strategy for the Clearspring widget platform and AddThis sharing products.

In previous roles Jodi oversaw the Web Analytics team of InPhonic, a multi-hundred million dollar ecommerce website, and also worked in the Consulting Services group of Visual Sciences where she led implementations for leading companies in the airline, retail, financial services and hotel industries. For five years prior to that, Jodi managed the Business Solutions team and oversaw the implementation of the first off-the-shelf Web Analytics package at USATODAY.com.

She is a Board Member for the Digital Analytics Association where she serves as the association's Treasurer and is a frequent industry speaker on web analytics and digital measurement. Jodi graduated from Pepperdine University with a B.S. in Business Administration and holds an MBA from American University with an emphasis in Finance and Management of Global Information Technology.

Please follow this link to view Jodi's profile on LinkedIn.

Elea Feit, Wharton Customer Analytics Initiative

Elea McDonnell Feit has spent most of her career bridging the gap between academics and practice. She worked for more than 7 years as a research scientist at General Motors before entering the doctoral program in Marketing at the University of Michigan Ross School of Business. After completing her PhD, she was Vice President and Methodologist at The Modellers, where she led efforts to develop and commercialize new analytics methods and coordinated the company’s Academic Advisory Board. In her role as Executive Director of the Wharton Customer Analytics Initiative, she leads academic-industry research programs ensuring that WCAI-sponsored research projects have both rigor and relevance.

Dr. Feit’s own research focuses on developing new methods for leveraging customer data to make better product design and advertising decisions, particularly when data is incomplete, unmatched or aggregated. She also enjoys making quantitative methods accessible to a broad audience and has developed a Wharton course in “Experiments for Business Decision Making” (MKTG269/669) as well as a tutorial in discrete choice modeling for practitioners.  In addition to a PhD in Marketing, she holds a MS in Industrial Engineering from Lehigh University and a BA in Mathematics from University of Pennsylvania. 

Aaron Shaffer, Sr. Manager, Global Site Conversion, NIKE

Like most DAA Symposium attendees, Aaron would classify himself as an analyst, yet is a problem solver at his core. His analytics background, in both retail and financial services, is focused on uncovering how consumers struggle with digital experiences - innovatively positing action items to resolve these findings – and always quantifying his results.

Aaron previously served as Web Analytics Manager at Farmers Insurance, focusing on their direct-to-consumer auto line (21st Century Insurance). During his tenure at Farmers, he shined a spotlight on consumer experience management, fraud identification and mitigation, and performance and availability monitoring, in addition to being the digital analytics subject matter expert. Aaron's skill set includes tools like IBM TeaLeaf, Unica NetInsight (IBM EMM Digital Analytics), Keynote, Google Analytics, SiteSpect, Monetate, Adobe Analytics, and more. In 2013, Aaron relocated to Portland, Oregon, to join NIKE as Sr. Manager of Global Site Conversion for NIKE Digital Commerce.

Robert K. Seolas, CEO and Co-Founder, ObservePoint

Robert K. Seolas, CEO and co-founder of ObservePoint, is a seasoned online marketing veteran. He is a passionate advocate for analytics data quality and a frequent speaker at Web Analytics Wednesday and other industry events. His work has established ObservePoint as the leading provider of enterprise data quality assurance services.

Berni Stevens, Ph.D., Senior Vice President, The Modellers

Berni is a Senior Vice President with The Modellers where she has responsibilities for client service. She has over 20 years of marketing, business development, market research and consumer insight experience. Berni has had extensive experience in the technology, consumer package goods and retailing industries. Regardless of industry, though, Berni most enjoys the challenges of research associated with complex products and services.

Berni received her Ph.D. in Marketing with minors in Quantitative Methods and Psychology from Indiana University. She also has a MBA and a BS degree, summa cum laude, in Finance from the University of Maryland. Dr. Stevens is an Adjunct Professor at Villanova University and sits on the Board as Vice President, Marketing, for the Philadelphia Chapter of the Product Development and Management Association (PDMA).




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