San Francisco 2012 Symposium

What’s Next? – The Future of Digital Analytics

August 29, 2012

Symposium: 12:30pm – 5:30pm
Networking Reception: 5:30pm – 6:30pm
Mission Bay Conference Center
Bay Area, San Francisco

(Members $10, Non-Members $50)

If you couldn't attend the Symposium live, purchase the video recording from the event. If you attended the San Francisco Symposium and would like access to the video recording for free please contact the Membership Office.

San Francisco and the Silicon-Valley are home to many of the world’s largest high-tech corporations and renowned innovators. During our half day event, we will cover what’s working right now in digital analytics along with what the future holds for the remainder of 2012 and into 2013.


This in-depth symposium will feature industry innovators showcasing their expertise on current big data, LoSoMo and career development trends. Hear how these thought leaders are overcoming challenges to success in their businesses online and how these challenge may affect the future of digital analytics throughout the industry. Attendees will take away where the future of digital analytics is heading from top executives and how to align their organization. This local educational and networking opportunity is a must-attend for any digital analytics professional!


12:30 - 1:00pm Registration and Sponsor Showcase
1:10 - 2:45pm Localization, Social Media & Mobile
The Key to Omni-Channel Marketing Analytics

Humans refuse to act the way logical systems designers want them to. This makes tracking customers across one medium challenging and across all possible media next to impossible. There is one key to success that can lead to a fuller understanding of your prospects, customers and loyal fans.

  • Jim Sterne, President, Target Marketing & Chair, DAA
Multiple Mobile Devices, One Customer: Unifying and Optimizing the Digital Experience

Mobile devices have expanded the reach of your digital brands and introduced new ways for customers to interact with it. But the biggest challenge is knowing when it's a single customer interacting with you through all of these screens and providing a consistent, relevant experience. Learn about best practices to connect your digital marketing efforts across multiple screens.

  • Akin Arikan, Evangelist, Enterprise Marketing Management, IBM
Think Mobile, Act Local

Does mobile advertising work? Can it drive purchase? Usage? Can data that predicts offline success be successfully re-purposed to target a mobile audience? And can a localized approach, using a focus on zip codes rich in high quality prospects rather than individual or household-level data, yield measurable increases in performance? What are the interactions of mobile campaigns and direct marketing when they overlap in time? Through a recent case study, we will see evidence of the ability of mobile advertising to promote new accounts and credit card usage, based on actual transactional data, and taking into account interactions with direct marketing campaigns aimed at the same audience.

  • Michael Gorman, VP, Strategic Partnerships, Acxiom
The State of Disruption

Each day, consumers use iOS and Android apps more than they do the Internet. Additionally, the installed base of smart devices already reaches 60% that of Facebook, which recently enjoyed the second largest IPO in history. Not only are mobile devices the fastest growing platform in the history of consumer technology, but they also offer unparalleled opportunities to deeply understand consumer behavior and audience composition. It’s a consumer behavior treasure chest. At the center of this growth is Flurry, a company that tracks usage behavior and serves advertising in more than 200,000 apps across more than 500 million iOS and Android devices each month. In this session, Flurry shares the most important trends that you must understand to thrive in the new app economy.

  • Jarah Euston, Director of Analytics, Flurry
Online Privacy

Online privacy is a hot issue for consumers and regulators and is becoming a competitive dimension of the browser wars. Industry leaders have agreed to implement Do Not Track but the definition of tracking and the scope of its exceptions remain unclear. What is the impact of Do Not Track on website and app analytics? What programmatic approaches can publishers use to stay on the right side of the line? Learn about practical approaches to managing privacy in a dynamic and uncertain environment.

2:45 - 3:15pm Networking Break and Sponsor Showcase
3:15 - 4:30pm Big Data
What is Big Data?
Case Study "5Slides in 5Minutes”

5in5: Big Data Challenges in Real-Time Internet Advertising

5in5: Delivering a Data-Driven Go To Market Approach

Learn how to use your company’s data assets to enhance your sales & marketing approach. LinkedIn uses its multi-billion rows of activity data to power its go-to-market: for example, how it sorts marketing leads, allocates sales territories, and generally prioritizes the most effective sales & marketing efforts to accelerate its rapidly expanding recruiting, marketing, and sales solutions businesses.

5in5: Building the Trulia Price Monitor

Using massive data and analytics Trulia created a leading indicator of home-price trends that detected the current price rebound ahead of other major indexes. Here's how we did it.

  • Jed Kolko, Chief Economist & Head of Analytics, Trulia

5in5: Insight to Power Users

Learn how HP leveraged Big Data to both democratize their web analytics data and also provide unprecedented insight to power users.

Analyzing Your Users With Big Data

Big data can be used to analysis many things. One of the most practical applications is to use big data to analyze your user base. This presentation goes through examples of how to use data to analyze your users and make better decisions for your business.

Panel Presentation: What's Next With Big Data?

Experts from all angles - agency, technology toll and domain site all share their perspectives on Big Data including getting started and what's next. Bring your toughest questions for these gurus to answer!

4:30 - 5:30pm Career Development in Digital Analytics
Finding and Developing Talent

Practical tips on how to nurture your future analytics rock stars.

What Makes a Great Digital Analytics Professional

There are musts and there are nice-to-haves, from javascript mastery and number crunching to the ability to tell a compelling story. Join industry veteran Dylan Lewis to find out how you move from good to great and from great to awesome!

Panel Presentation: Skill Development, Career Paths, Team Structure

There is more specialization in the digital analytics space than ever. What skills do you want to develop and what paths do you might want to pursuit? Bring your career and team questions to our panel of industry leaders.

5:30 - 6:30pm Networking Reception & Exhibit Browsing

How to Get There

San Francisco International Airport (SFO) is located approximately 13 miles from The Mission Bay Conference center. The one way fare to and from the airport is approximately $40.

If you are interested in taking Public Transportation to the Symposium, the Muni is one option: The T-Third Metro Line picks up at the 4th and King Street Caltrain Station as well as the Embarcadero BART station. The appropriate stop for the Mission Bay Conference Center is the UCSF Mission Bay Station on 3rd Street opposite the campus. Find out more information about the San Francisco Municipal Transportation Agency and the T-Third street route.

Another option is the Bay Area Rapid Transit (BART) - Disembark at the "16th Street Mission” BART station. From this point, pick up the Red Line UCSF shuttle in front of the Burger King on the North-East corner of the intersection. The shuttle runs every 15 minutes and brings you to the William J. Rutter Center (2nd stop). Find out more information about BART. Learn more about the UCSF Shuttle.

Nearby Hotels

Please note there is not a room block for the DAA Symposium. The closest hotels to the Mission Bay Conference Center are:

Harbor Court Hotel
165 Steuart Street near Mission
San Francisco, CA 94105
Reservations: 800.346.0555
Direct: 415.882.1300

Hotel Griffon
155 Steuart St, San Francisco, California 94105
Contact: 415-495-2100


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