DAA New York Symposium 2013

Beyond the Hype: Cutting Big Data Down to Size
A practical afternoon for marketing and analytics leaders. A real-world look at the state of business and data.

December 4, 2013

The Graduate Center, CUNY
365 Fifth Avenue
New York, NY 10016USA

Beyond the Hype: Cutting Big Data Down to Size

An essential afternoon for business, marketing and analytics leaders.

Join the New York chapter of the Digital Analytics Association for a concentrated and fast-moving survey of the people, platforms and practices leading organizations are using today to play and win in the age of big data. We're focused on getting past the hype and bringing 'big data' down off its pedestal, showing how real companies are organizing for data-driven decisions, and reshaping their data into manageable, meaningful sets that allow smart analysts to deliver actionable insights and business growth. We will complete the afternoon with a highlight reel of exciting and inspiring consumer experiences brought about through the clever use of data.


Registration for DAA members is at the discounted price of $25, while non-members can register for $75. This is a great time to join the association and avail yourself to the many opportunities that DAA membership offers.

Cancellation Policy

No refunds will be given for cancellations received after November 1, 2013. Cancellations received in writing prior to November 1, 2013 will be refunded 50% of the registration fee paid.


Time Topic
12:30 - 1:00pm Registration and Exhibit Browsing
1:00 - 1:15pm Welcome & DAA Remarks

Shari Cleary DAA Board Member & VP of Strategic Insights & Research, Viacom Entertainment Group
Mike Levin, Executive Director, DAA

1:15 - 1:45pm Opening Keynote:

Why Big Data Will Survive the Hype and Change How We Work
Blair Reeves, Product Lead, IBM Digital Analytics

While the term "Big Data" has been nearly hyped to death in recent years, its impact on business across industry sectors has grown unabated. From financial services to travel, retail to healthcare, businesses are discovering new ways of thinking about how they collect, analyze and use information in transformative ways that rival how even the internet itself changed our world. In this discussion, we'll explore how "Big Data" represents a fundamental shift in how we understand "data" itself, and why its applications to industry will change how all of us work functionally within our organizations.
1:45 - 2:55pm

Part 1: People - Organizing for Success. The people you need to win.

Taking advantage of Big Data is a worthy objective. However it can't add value unless you've got a useful organization, the right people doing the right things. And it can't work if your company isn't prepared internally to take in new information and use it to make better decisions. Our 4 guest speakers, led by Corry Prohens, will discuss the ways companies need to organize to be successful and will speak to topics ranging from career paths to internal company communications and the role everyone plays in getting the insights from Big Data into the hands of business leaders.

Moderator/Session Lead: Corry Prohens, Managing Consultant, IQ Workforce

Paul Nangle, Managing Consultant, Digital Analytics IBM
Shari Cleary, VP of Digital Media Research, Viacom

2:55 - 3:15pm Networking Break & Exhibit Browsing
3:15 - 4:25pm

Part 2: Platforms - Top products and platforms, and what’s coming next.

Practical Application of Big Data: Marketing Attribution
Brian Suh, Director of Analytics and Solutions, Visual IQ

Brian Suh, Director, Analytics & Solutions at Visual IQ, and Mike Andrews, Executive Director, Strategy & Analytics at KBS+, will examine: Marketing attribution as one of the most successful ways advertisers and their partners leverage Big Data analytics. Hear real-world examples of how KBS+ is putting marketing attribution and its benefits into action to increase efficiency and ROI.

Getting to the signals through the noise in social analytics
Richard Sussman, CoFounder and President, Fractal Sciences, Inc.

As a consequence of too much data and too little signal in Social analytics, the disconnect between brands, agencies, and internal divisions within each are effecting both internal productivity and marketing ROI. Let’s explore how to bridge those disconnects and focus not just on big data but on the right data.

Desperately Seeking Signal
Dan Stubbs, Director of Digital Analytics, Conde Nast

The principles of data strategy are key to brand-building.  From presidential candidates to content sites, winning brands successfully organize their resources around data strategy.   By identifying key audience segments, understanding audience preferences, measuring response to different stimuli, brands can design an experience that fulfills both the customer need and the brands goals.  However, there are many traps that can prevent an organization from becoming successful.   Come and see how Conde Nast, an organization that has been successfully guided by editorial-intuition, is embracing data strategy and using it to create better experiences for our audiences.

Digital analytics for the rest of us
Gustav von Sydow, CEO & Founder, Burt

Based on experiences from developing a leading data analytics and visualization platform for media sales, designers and editors, Gustav von Sydow shares his insights on creating addictive products for non-traditional users of analytics, and shows the customer and revenue impact of making the entire company data driven in everyday decisions.

4:25 - 4:40pm Networking Break & Exhibit Browsing
4:40 - 4:45pm

Sponsor Presentation

Testing with Big Data
Jeffrey Vocell Product Marketing Manager, SiteSpect

4:45 - 5:25pm

Part 3: Processes - How top firms are succeeding today.

Big Pharma's Big Data (4:45 - 5:05pm)
Iyiola Obayomi, Sr. Director Marketing Analytics & Consulting, Ogilvy
David Millrod, Managing Partner, Insight Rocket

This year, Ogilvy CommonHealth Worldwide began a project for one of the largest pharmaceutical companies in the world to unify and analyze its multichannel marketing data. For the first time, data collected from call centers, sales reps and digital media were brought together into an interactive online system. Iyiola Obayomi, Ogilvy's Senior Director of Marketing Analytics, and David Millrod, Insight Rocket's Managing Partner will share both successes and challenges of their work together, including:

  • The business imperative for change
  • Planning a customer-centric analytics solution
  • Examples of newly answerable analytical questions
  • Data democratization

Making Big Data Talk (5:05 - 5:25pm)
Don Cozine, Head of Computational Models, Copernicus Marketing Consulting & Research

What is Big Data? How is it collected, stored and used? What could one benefit from using it? Don will break it down for you with examples from the real world; some of the companies he worked for or was a consultant to. He will take you through the logical steps to successfully use Big Data in Marketing. Where does it all begin? Why is it so important to clearly define the Business Objectives for using Big Data, in the very beginning? How organizations choose the right data sets to merge; tie customer/prospect information across channels and touch points? What are the best practices to store such large volume of data? How do some companies analyze and use such large data?

5:25 - 5:55pm Closing Keynote:

Highlight Reel of Data-Driven Products and Services
Beverly May, President, Founder and Principal Consultant, OTV

99 Innovative Uses of Big Data You've Never Heard Of (and some you have!) A fly-by tour of Big Data trends and how BD is reshaping UX, Product Design and entire sectors- in under 30 minutes!

5:55 - 6:00pm Closing Remarks
6:00 - 7:00pm Networking Reception & Exhibit Browsing

Take the Certification Exam in New York City

The Digital Analytics Association (DAA) Web Analyst Certification Program is a voluntary certification program. The purpose of the program is to provide a mechanism for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry. Certification will be issued to each qualified person upon meeting DAA's required education, experience, and examination requirements.

Take the DAA Certified Web Analyst™ Exam on December 4 while while you are in town for the Symposium! This exam is a paper and pencil test. Learn more about the exam.


One Star

Adobe Insight Rocket
sitespectVisual IQ