DAA Symposium: Austin

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Agenda | Speakers | Sponsorship | Sponsors

Symposium Austin

View pictures from the January 2011 Austin Symposium!


Time Topic Speakers(s) Abstract
1:00-1:05pm Welcome Peter Sanborn, President, Digital Analytics Association  
1:05-1:10pm Sponsor Remarks Matthew Langie, Senior Director of product marketing, Adobe  
1:10-2:10pm Personalization Challenges and Opportunities Jeffrey Eisenberg, New York Times best-selling author and industry thought leader Personalization Challenges & Opportunities
Saying the right thing to the right person at the right time, every time, is the fantasy of every sales & marketing organization. So why isn't every business doing it? What are some of the challenges - technological, organizational, structural and limitations holding back even the best practitioners? What are some of the the opportunities available today?
2:10-3:10pm Integrating CRM & Web Analytics Data Adam Greco, Senior Director of Web Analytics at Salesforce.com Personalization is about using all data at your disposal about your customers/prospects to influence their behavior and get them to do what you want them to do. Whether this is to make a purchase, fill out a form or simply click on more articles, the more you know about your website visitors, the more effective you will be at getting them to do what helps make money for your organization. Unfortunately, most companies don't do a great job of leveraging the enormous amount of information found in CRM systems when people come to their websites. In this session, Adam will share some tips & tricks that will get you thinking about how you can combine CRM data with website data to drive success for your company.
3:10- 3:15pm Ethical Rules for Using Personalized Information Today John Lovett, member of DAA Board of Directors Ethical Rules for Using Personalized Information Today, including 5 key tenets of ethical treatment of consumer data. These tenets include: Privacy, Transparency, Consumer Control, Education and Accountability.
Networking Break/Exhibit Browsing
3:30-4:30pm Panel Discussion - "The Art & Science of Personalization" Moderator: Jim Sterne, Chairman, Digital Analytics Association
Panel Members: Anil Batra, Member of DAA Board of Directors, Vice President of Search and Analytics at POP
Lane Cochrane, VP Insight, iPerceptions Bill Hustad, Vice President of Customers, Baynote
Mike Scheschuk, Executive Director, Online Personalization, Dell Inc.
Technology is now allowing us to get very personal. Dynamic content can be served based on buying history, browsing behavior, friendships, day of the week and time of day. But there's more to personalization than just technology. As consumers get more accustomed to segmentation and targeting, websites must become more sophisticated in order to be relevant without being too narrow, supportive without being patronizing and personal without being creepy. Our panel looks at these issues from the perspective of business to consumer, business to business and media publishers.
4:35-5:25pm From Good to Great Emily Campbell, Executive Director, Global Online, Dell Inc. Dell.com is well known for its state-of-art technology and ability for customers to customize the products and services as they desire. But being good is not good enough. We have a renewed vision to be the technology e-commerce leader by offering the most relevant experience and solutions to drive high customer loyalty. In this presentation, Emily will share with the audience not just Dell’s vision and strategy, but also real life examples how Dell is leverage testing, personalization & social commerce etc. to create a site that speaks to every customer based on their profiles.
5:25-5:30pm Sponsor Remarks Gary Angel, President & CTO, Semphonic (on behalf of Merkle) Closing Remarks


  • Venue Pro – after break, before Panel
  • Inspiron Duo – at happy hour


Jeff Eisenberg

Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action” & "Waiting For Your Cat to Bark?”. He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel’s retail customer appreciation summit.

In 1998, Jeffrey Eisenberg co-founded FutureNow Inc. and served as CEO until September 2009. During his tenure at Future Now he helped businesses generate more engagements, leads, subscriptions, and sales with the framework he co-invented, Persuasion Architecture®. His proudest professional accomplishments are the thousands of companies, students and clients, including HP, NBC Universal, GE, WebEx, Overstock and Dell, that have consistently enjoyed dramatic improvement in online sales and lead generation.

Matt Langie, Senior Director, Product Marketing (Web Analytics), Omniture

Matthew is the Senior Director; Product Marketing (Web Analytics) at Omniture where he spearheads product marketing for industry-leading web analytics solutions. He has extensive management experience for two major Web Analytics vendors (Omniture and WebTrends), and is adept at team building and process development.

Adam Greco

Adam Greco is the Director of Web Analytics at Salesforce.com. Prior to this, Adam was one of the leaders of the Omniture Consulting practice where he helped clients worldwide. Adam also manages blogs on web analytics with a specialty in Omniture SiteCatalyst. Finally, Adam is a host of the popular Beyond Web Analytics podcast.

John Lovett – DAA Director, Senior Partner, Web Analytics Demystified

John Lovett is a Senior Partner at Web Analytics Demystified, a consulting firm focused on digital measurement strategy. He has over a decade of experience analyzing and evaluating web technologies. Since joining Web Analytics Demystified in December of 2009, Mr. Lovett has declared his quest to become a change agent for web analytics by questioning the status quo of vendor measurement practices; challenging clients to fully develop their strategic vision for measurement; and driving the industry to collectively embark on advancement.

Prior to joining Web Analytics Demystified, Mr. Lovett was a Senior Analyst at Forrester research, where he conducted research on web analytics, testing and optimization technologies. He is widely recognized as an expert on measurement technologies. Currently, Mr. Lovett is co-authoring a study on Social Marketing Analytics, where he will introduce a new framework for measuring social media. This research will provide social marketers with a pragmatic approach to measuring the success of the social media marketing initiatives.

Jim Sterne, Target Marketing consultant, author and Emetrics Summit conference producer - Santa Barbara, California

As a Founding Director and President since 2004, Jim has been instrumental in the appointment of the first Board of Directors, the Advisory Board and the development of the Education Committee and its programs. Jim is the Association's spokesperson and chief cheer-leader, leading the organization to deliver on its mission - uniting and educating analytic professionals, consultants, practitioners and educators.

Jim Sterne produced the world's first Marketing on the Internet seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and Internet entrepreneurs, Sterne focuses his 20 years in sales and marketing on measuring the value of a web site as a medium for creating and strengthening customer relationships.

Sterne has written five books on Internet advertising, marketing, and customer service including, his most recent, Web Metrics: Proven Methods for Measuring Web Site Success.

Anil Batra – DAA Director

With an MBA with over 13 years of experience in Online Marketing, Web Analytics, Behavioral Targeting, Search Engine Marketing (SEM), Product Management, Team Management, and Consulting. Anil is a team leader with proven skills in building, leading and managing cross-functional teams, and tackling complex key strategic issues. Anil brings a unique blend of Marketing and Technical Skills.

Lane Cochrane, VP Insight, iPerceptions

Lane Cochrane has more than 15 years of management and business development experience in the market research industry, including 10 years in leadership roles at The Nielsen Company. At iPerceptions, Cochrane is responsible for developing and implementing new research offerings and programs that maximize client success and extend the impact of Voice of Customer analytics across global businesses.

Bill Hustad, Baynote Vice President of Customers

Bill is enthusiastically customer focused, bringing over 10 years experience of implementing, delivering and supporting the full software lifecycle, both in the US and Europe. With customers on six continents, Bill leads Baynote’s worldwide efforts in Consulting Services, Customer Care and Hosting Operations. Most recently, Bill was VP of Sales and Marketing at Nahava Inc., enabling success for customers like FedEx, TD Bank and Kaiser Permanente. For over 5 years, Bill held various senior positions at Interwoven/Autonomy Inc. in Product Management, Consulting Services and Customer Care. Prior, Bill served in various leadership roles creating and delivering web based solutions. Bill is a military veteran who was one of four hand-selected US Marines to directly serve the President of the United States. Bill studied architecture at the University of Arkansas and holds top-secret and PRP clearances.

Dennis Mortensen – DAA Director

Dennis R. Mortensen is a pioneer and expert in the Web Analytics industry, having worked in the field of internet analysis and statistics since 1996. He is an accredited Associate Web Analytics Instructor - University of British Columbia and a frequent speaker on the subject of analytics and online marketing. He was the COO of IndexTools, a top tier enterprise analytics vendor, until it was acquired by Yahoo! Inc. in May 2008. You can follow his insights on web analytics and online marketing on his blog: VisualRevenue.com/blog.

Mike Scheschuk, Executive Director, Online Personalization at Dell Inc.

Michael is responsible for changing the way that customers interact with Dell.com through the implementation of Internet technologies that enable a more personal experience for customers. This includes integration of customer-specific product and services offerings, CRM-based programs, and unique stores within Dell.com. Michael is a ten year veteran at Dell, and he previously held positions at Amazon.com, Lucent Technologies and Merrill Lynch. Michael holds an MBA from Stanford University and a BBA from the University of Texas.

Emily Campbell, Executive Director, Global Online at Dell Inc.

Emily Campbell is responsible for leading a massive revolution for Dell online. Key areas of focus are around social shopping, mobility, personalization analytics and testing. Emily is a ten year veteran at Dell and has led many areas of online and marketing. Prior to Dell, Emily held positions in marketing and business strategy at Compaq and US West. Emily has a BBA in Marketing and International Business from University of Colorado.

Gary Angel, President, Semphonic

Gary Angel is President and CTO at Semphonic. Angel co-founded Semphonic and has led and developed our industry-leading online measurement practice.

Since our founding, Gary has led the consulting teams for our largest enterprise clients. His ground-breaking work in hands-on web analytics includes the development of Functionalism (our public-domain methodology for tactical web analysis), pioneering work in the creation of SEM analytics as a discipline, and numerous methodological improvements to the field of web analytics and the study of online behavior.

Gary’s background in CRM, survey analysis, database marketing and large-scale data mining and business-intelligence have helped keep Semphonic at the leading-edge of online measurement. He has spoken at countless conferences including the X Change Conference which he created. He’s also a regular on the "Beyond Web Analytics” Podcasts and blogs at Semphonic Blogs.


The Austin Symposium is a great way for your company to be introduced to a wide spectrum of professionals in the analytics industry as the Symposium will bring together web analytics and business professionals from throughout the Austin area for a day of learning, professional development, and networking. Don't miss this opportunity to join the DAA in what will be an exciting evening in Austin.

View the Austin Symposium event and registration link.

Contact Mike Levin, Executive Director to discuss further details or to become a sponsor.

Sponsorship Opportunities One Star Partners Partners
Regional Meeting Sponsorship Benefits $12,500 $5,000
DAA Corporate Members receive a 25% discount on sponsorship fees.
Non-members wishing to become a DAA Corporate Member can review the benefits and join now to receive the discount on sponsorship fees.
Host one (1) Regional Meeting

Sponsor is responsible for: overall event planning, venue, food, beverage, a/v costs. DAA will host one dedicated webpage for the event, assist with marketing and agenda creation.

Yes No
Contact information of all symposium attendees Yes No
Opportunity to make opening or closing remarks at the Symposium Yes No
Opportunity for a Corporate banner ad on the DAA Symposium dedicated webpage Yes No
1 exhibit table at the Symposium (includes one (1) six (5) foot table, two (2) chairs and one (1) wastebasket)
(Prominent table placement will be determined on sponsorship level)
Yes Yes
Company Logo/Link included on the Symposium dedicated webpage
(size of logo dependent upon sponsorship level)
Yes Yes
Company Logo/Link on the DAA web calendar listing
(size of logo dependent upon sponsorship level)
Yes Yes
Company Logo/Link included in up to two (2) dedicated html email blasts
(size of logo dependent upon sponsorship level)
Yes Yes
Company Logo/Link included in up to two (2) DAA newsletters
(size of logo dependent upon sponsorship level)
Yes Yes
Company name included in mention on DAA Facebook and LinkedIn event notices Yes Yes
Company Logo included in on-site signage
(size of logo dependent upon sponsorship level)
Yes Yes
Company name included in press release issued by the DAA Yes Yes

Thank you to our Sponsors

Dell Adobe Merkle

Baynote iPerceptions