DAA Philly Symposium 2013

Watch Out Mad Men, the Math People Are Here: Breakthrough Approaches to Data-Informed Storytelling

October 22, 2013

University of Pennsylvania
Houston Hall
3417 Spruce Street
Philadelphia, PA 19104-6306

Multiple devices, multiple channels, and multiple content types mean a lot of data - and a lot of challenges and opportunities - for digital marketers and analysts in 2013 and beyond. The third annual DAA Philadelphia Symposium will be a half-day event that highlights innovative approaches to rapidly deriving insights from the panoply of data sources in our ever-evolving digital world - with a particular focus on attribution analysis, data visualization, digital optimization and other actionable, agile storytelling techniques and tools. Move over, intuition and gut instinct – the math people are here!

Our location for the DAA Philadelphia Symposium is Houston Hall on the campus of the University of Pennsylvania - mere footsteps from where ENIAC (the world's first large scale, general purpose digital computer) was invented - in the city where Ben Franklin first captured lightning into electricity.

Our speaker roster is laden with luminaries from academia, the digital analytics industry, and your peers, who look forward to lighting up your #DAAPHL imagination - and our vendor showcase promises to offer more ideas to take home.

Will you join us, and perhaps capture some analytical lightning of your own to help you make your digital marketing efforts faster and stronger?

Space is limited so be sure to register to guarantee your spot at DAA Philadelphia 2013 today!

Registration and Venue Directions

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 September 20, 2013. Cancellations received in writing prior to September 20, 2013 will be refunded 50% of the registration fee paid.

Venue Directions
The venue for this year's event is Houton Hall, located on the Perelman Quadrangle at the University of Pennsylvania. Directions are available on the Perelman Quadrangle website.


Time Topic Speaker(s)
12:30 - 1:00pm Registration and Sponsor Showcase  
1:00 - 1:10pm Welcome Daniel Laws, DaBrian Marketing
1:10 - 1:30pm Don't Tell Don Draper - The Math People Are Here!
While there is a lot of high-level hype about the "big opportunities" in "big data", real progress in customer analytics happens one business problem at a time. Focusing on advertising response as an example, Elea will discuss how emerging data is making it possible to measure and monitor advertising returns more accurately than ever. She will highlight several academic projects aimed at developing new predictive modeling methods to leverage this data and discuss how academics help to move practice forward by solving tough predictive modeling challenges.
Elea Feit, WCAI
1:30 - 1:40pm DAA Remarks Jodi McDermott, comScore and DAA Board Member
1:40 - 2:25pm Herding "Mad Men" Toward Data-Driven Allocation Decisions
Compelled by the proliferation of available data from so many sources and pressure from senior management to demonstrate ROI, many of us are trying to use this information to determine the effectiveness of our advertising and communications. Our hope is that we can identify how to better allocate our resources to optimize sales and profits. Simple modeling, e.g., regression analysis, does not adequately account for the complexity of advertising effects and will lead us to make inferior decisions.

In this presentation, we will share what makes allocation modeling so complex and offer several best practices. Two case studies will be presented to illustrate.
Berni Stevens, Senior Vice President, The Modellers
2:25 - 2:45pm Seeing is Believing: Analytics of Visual Data
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.
Louis Kratz, Software Engineer, Curalate
2:45 - 3:05pm Catching Errors - or Fraudsters: Digital Anomaly Analysis
Fraud, and bots and scripts. Oh my! Whether this traffic is malicious or not, digital analysts are often called upon to detect, measure, and understand traffic that deviates from the norm. This discussion covers basic identification techniques, tools geared for the job, and ways to work with your organization to handle anomalies once detected. This unique group discussion (with audience Q&A) will shed light on this rarely discussed topic (anomaly analysis) in digital analytics.
3:05 - 3:35pm Networking Break  
3:35 - 4:15pm An Analytics Agility Dialogue: Telling Data-Informed Stories During Short-Term, High Impact Events
An interactive dialogue on delivering digital analysis during short-term event time horizons.
Moderator: Chris Johannessen, TPG \ Omnicom

  • Blandon Casevnave, VP, Digital Media Research, NBC Universal
  • Heather Aeder, Group Director, TrueAction \ eBay Enterprise Marketing Services
4:15 - 4:35pm

The Multi-Platform Majority: How Data Helps Media Companies & Marketers Navigate the Brave New Digital World
How Data Helps Media Companies & Marketers Navigate the Brave New Digital World

  • Understanding Multi-Platform Behavior Can Drive Content Development and Enhance User Experience
  • Creating Consistent, Integrated, and Platform-Agnostic Experiences for Your Customers
  • Re-Evaluating Your KPIs to Better Optimize Your Strategies
Jodi McDermott, VP, Product Management, comScore
4:35 - 4:55pm

First Touch, Last Touch, Don't Touch: Preparing for Attribution Analysis
Understanding how different channels, online content, and marketing campaigns work together to drive conversions or engagement is at the core of digital analytics.  Attribution describes quantitatively how each of these channels contributes to success and is at the core of any ROI calculation. Today, few organizations can get away with the traditional attribution reporting such as first and last touch credit, and to stay competitive they opt to develop their own sophisticated attribution models.  But attribution modelling is not something that one can simply "do" without careful planning.  First, decisions must be made about granularity, time-frame, and analysis approach.  Secondly, data collection involves planning what dimensions the analysis and models will incorporate.  Finally, attribution modelling should fit into a larger data science strategy as a whole.  Whatever level of sophistication or whatever tools might be adopted, this up-front preparation is essential for the ultimate success of any attribution modelling initiative, and should form part of the decision as to whether your organization is ready to take it on.

Paul Legutko, Ernst & Young
4:55 - 5:15pm How Can Customer Centricity Be Profitable?
Many experts are touting the virtues of "customer centricity" as a valuable emerging business model, but there is a lot of confusion about what this concept means - and uncertainty about whether and how it can lead to greater profitability. The purpose of this session is to bring clarity to this issue. After a brief review of Professor Fader's recent book ("Customer Centricity: Focus on the Right Customers for Strategic Advantage") we dive deep into the profitability question: given the risks and costs of becoming customer centric, how can it be more profitable than the more traditional product-centric approach? We carefully examine the tactical "building blocks" underlying customer centricity (i.e., customer acquisition, retention, and development), and point out some subtle but important insights about the interplay among them. We highlight a number of actionable suggestions to help managers make the most effective and efficient use of each of them.
Peter Fader, WCAI
5:15 - 5:20pm DAA Philly Chapter Aaron Maass, CEO, MaassMedia
5:20 - 5:30pm Closing Remarks Robert Seolas, CEO, ObservePoint
5:30 - 6:30pm Networking Reception and Exhibit Browsing  

Take the Certification Exam in Philadelphia

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 October 22 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 ComScoreObservePoint




Mass Media