DAA New York Symposium 2013

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

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

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

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

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.

Sponsor Presentation

Testing with Big Data
Jeffrey Vocell Product Marketing Manager, SiteSpect

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?

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!