Speakers for DAA Seattle Symposium 2013

Autumn Arbury

Autumn Arbury has over 13 years of experience working in the tech industry, specifically with standards, data, marketing, and the web. Starting her career in XML-based content management systems integration consulting and migrating into the digital marketing world via ZAAZ (now Possible), one of the leaders in analytics-based digital marketing, Autumn has both a passion for marketing and digital analytics and a deep technical understanding of the systems and tools required to support it. At Microsoft, Autumn runs a team of senior digital analytics managers within the Global Marketing Operations team servicing other teams across Microsoft with measurement strategy, digital tagging deployment through tag management, integrated digital reporting across multiple data sources, and client-side optimization with third-party segmentation, targeting, and A/B/n, MVT testing tools to optimize conversion pathways of Microsoft’s customers.

Dave Bagley

Dave Bagley
Enterprise Account Executive, Domo

Dave has been providing data analytics solutions to his customers for nearly 10 years. As an account executive for web analytics pioneer Omniture, and later Adobe, ExactTarget, and now Domo, Dave has been at the forefront of analytics; helping his customers optimize the massive increase in data to gain a competitive advantage and benefit the entire organization.

Keith Boyd

Keith Boyd manages the team of programmer-writers, technical editors, and content leads who produce http://dev.windows.com, one of the most popular destinations on the Web for app developers. A 14 year veteran of Microsoft, Keith has worked on various developer content projects at the company, including Internet Explorer, Windows Live, the Windows Driver Kit, and Windows Presentation Foundation. When he’s not building content or managing people in Redmond, he’s home with his family, or shilling for his alma mater (Western Washington University), where he serves as President of the Alumni Association.

Carolyn Clute
Senior Director of Client Engagement and Services, BrightEdge

Carolyn is Senior Director of Client Engagement and Services at BrightEdge, an enterprise SEO (search engine optimization) company. In her role, Carolyn helps both clients and BrightEdge leverage disparate data sources to gain a more accurate understanding of customer intent, behavior and needs. Prior to BrightEdge, Carolyn's primary focus has been leveraging customer insights, market and competitive data to deliver new and enhanced products via online and mobile channels to customers in a range of industries, from technology to financial services. She holds a Masters of Management from the Kellogg School of Management and a bachelor of science in Mechanical Engineering from Tufts University.

John Dietz
Vice President, Applications Adometry

John co-founded Adometry in 2008 with 20 years of technology and leadership experience. Prior to Adometry, John was an executive for the Walt Disney Internet Group, and where he was responsible for technical direction and implementation of Disney advertising technologies.

Before joining Disney, John was the VP of Engineering for educational software startup Stone Tablet Education, responsible for all technical implementation and operations. John has also held leadership positions in other technology companies including Primus Knowledge Solutions, Sierra On-Line, and Click2Learn.

John has a bachelor’s degree in computer science from Seattle University, a master’s degree from the University of Washington in educational technology, and has pending patents for advertising forecasting and delivery algorithms.

June Dershewitz

June Dershewitz is a pioneering digital analytics executive with a 15-year career driving analytics strategies for major corporations. She's currently the Director of Digital Analytics at Apollo Group, the parent company of University of Phoenix. Previously, she was a member of the leadership team at Semphonic, a prominent analytics consultancy (now part of Ernst & Young). As a long-standing advocate of the analytics community, June was an original co-founder of Web Analytics Wednesdays; she's also a Director Emeritus of the DAA.

Mark Donovan
Chief Marketing Officer
comScore, Inc.

Mark Donovan serves as Chief Marketing Officer for comScore. Formerly Senior Vice President of Mobile Products, Donovan joined comScore in 2008 with the acquisition of M:Metrics, where he also served as CMO. Focused on helping clients succeed in a rapidly changing digital world, Mark has worked extensively with media and technology companies, network operators, marketers, and agencies in the United States and Europe.

A frequent speaker on digital convergence and mobility, Donovan has presented at a wide range of industry events including NAB, NATPE, CES, DMA, CTIA, Mobile World Congress, Rutberg Wireless Influencers, Mobile Marketing Forum, IAB MIXX and CES. Previously Director of Mobile Services at RealNetworks, and Director of the University of Washington’s award-winning UWired unit, Donovan holds a Bachelor’s degree in Business and Entrepreneurship from Loyola Marymount University and a Doctorate in Political Science and Policy Studies from the University of Washington. Mark lives in Seattle.

Please follow this link to view Mark’s profile on LinkedIn.

James Gray
Director, IT Solution Management

James Gray is Director, IT Solution Management in Microsoft IT responsible for delivery management and operational excellence of analytics that support the worldwide Customer Service and Support and Enterprise Services businesses. His team leads planning and delivery of analytics that enable business management, drive sales and optimize customer experiences. James joined Microsoft in 2006 and has also held IT roles in Sales and Marketing. Prior to Microsoft James held technology and marketing roles at Aspen Technology and Chevron. He holds a Bachelor of Science in Electrical Engineering from Union College, a MBA from the Haas School of Business at the University of California, Berkeley and is working on a Master of Science in Predictive Analytics from Northwestern University. He is a board member of the Digital Analytics Association Seattle Chapter and Berkeley Haas School of Business Seattle Chapter.

Phil Gross
Director of Product Management, Visual IQ

Phil Gross is the Director of Product Management at Visual IQ.  He is responsible for building products that help marketers improve ROI by better understanding the true effectiveness of their media to achieve their business goals. Prior to Visual IQ, Phil had a variety of marketing and product management roles at the QuickBase division of Intuit. As part of his time at Intuit he led the team that considered, purchased, and implemented a cross channel marketing performance and attribution solution. Phil has more than fifteen years of deep domain expertise in Software as a Service, Performance Analytics, Customer Relationship Management, and Knowledge Management. Phil holds a Master's degree in Philosophy and Cognitive Science from the State University of New York. He is a proud member of the DAA, and of the IAB, where he sits on the Ad Technology Council. 

Allison Hartsoe
Cardinal Path

Allison Hartsoe is Group Director, Digital Intelligence at Cardinal Path.         

Previously Allison was VP Analytics at Semphonic, the leading web analytics consultancy in the United States. Semphonic specialized in sophisticated enterprise measurement for financial services, media & publishing, health and pharma, public sector and B2B web sites.

Allison led several of Semphonic’s largest engagements including Genenetech/Roche, GlaxoSmithKline, and Nike. Allison provides these clients with digital transformation strategies. These strategies outline and architect the way to land meaningful data, create processes to continually add in new data, and accelerate the path predictive analytics.    

Previously, Allison was the founder and CEO of Aspyro, an eBay analytics company that optimized sales and reduce fees for some of eBay’s largest PowerSellers. Aspyro business-analysis technology included proprietary algorithms to help sellers determine which products are most likely to provide the best return on investment within the eBay channel.

Prior to her role at Aspyro, Allison co-founded iSyndicate in San Francisco. iSyndicate was a venture-backed marketplace that sold digital content to Fortune 500 corporations from media publishers. The company grew to 230 employees with 6 domestic offices and 3 international before being acquired by a competitor in August 2001. While at iSyndicate, Allison lead the International Team where she opened iSyndicate's first European office in London, and later struck a 50-50 joint venture with media powerhouse Bertelsmann. Prior to her international role, Allison led the Sales Operations and Marketing teams which closed content purchase deals with corporations, then ran the processes to deliver it.  

Allison has appeared on programs such as CNN Europe, CNBC Europe, NPR's Real Computing, and spoken at eBay Live, Internet Content West and Internet World. Outside work, Allison has climbed the Great Wall of China in 2008, scaled Mt. Kiliminjaro in 2000 and biked across the USA in 2002.

Harry Hayward
Director of Digital Media, University of Washington

Harry has been at the UW since 1999, concentrating on content marketing and storytelling. In addition, he curates and manages analytics on the UW’s web, social, mobile, and news properties for use in marketing campaigns. In 2010, Harry received a Master of Communications in Digital Media degree from the UW.

Ronny Kohavi

Ronny Kohavi is a partner architect at Bing, part of the Application and Services Group at Microsoft. He joined Microsoft in 2005 and founded the Experimentation Platform team, which was merged into Bing in 2010. He was previously the director of data mining and personalization at Amazon.com, and the Vice President of Business Intelligence at Blue Martini Software, which went public in 2000, and later acquired by Red Prairie. Prior to joining Blue Martini, Kohavi managed MineSet project, Silicon Graphics' award-winning product for data mining and visualization. He joined Silicon Graphics after getting a Ph.D. in Machine Learning from Stanford University, where he led the MLC++ project, the Machine Learning library in C++ used in MineSet and at Blue Martini Software. Kohavi received his BA from the Technion, Israel. He was the General Chair for KDD 2004, co-chair of KDD 99's industrial track with Jim Gray, and co-chair of the KDD Cup 2000. He was an invited speaker at the National Academy of Engineering in 2000, PAKDD 2001, KDD 2001, EC 10 (2010), Recsys 2012, emetrics 2013, and SIGIR 2013. His papers have over 20,000 citations.

Executive Director
Mike Levin
Digital Analytics Association

DAA’s first full time Executive Director is Mike Levin who began his position on March 1, 2010. Mike has served in executive positions in association management for more than 25 years, and has represented companies ranging in size from multi-national to start-up.

Named to the Atlanta Business Chronicle’s list of "Who’s Who in the Technology Industry” for six consecutive years, before coming to DAA Mike’s previous positions include Executive Director of the Oracle Applications Users Group, Executive Director of the Southeast Council of the AeA (American Electronics Association, now TechAmerica) and President of the US Office of the International Coffee Organization. Mike has also led association advocacy programs at the local, state and national governmental levels.

As the President of the US office of the International Coffee Organization he managed a nationwide field marketing force and was responsible for marketing, promotion and education programs across the US. Mike led the nationwide effort to produce the world’s first frozen coffee drink.

In addition to serving in executive positions in trade associations, Mike has owned and operated two small businesses.

He also has served as Governmental Affairs and Marketing Manager for a solar energy program, as a legislative assistant in the Florida House of Representatives, Grants Coordinator and Program Manager for the Florida Department of Community Affairs, and as Assistant City Manager in Portage, Michigan.

Mike is actively involved as a judge in FIRST Robotics Competition. He has a Masters Degree in Administration from Florida State University and a Bachelor’s Degree in Communications from the University of Florida.

John Lovett
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.

James Niehaus
VP of Digital Analytics & Strategy, Ensighten

James ran his first optimization program back in 1999, and has since run programs for startups, E-LOAN, Salesforce.com, and Symantec. At Ensighten James advises top brands on optimization strategy and how to take action on their data. He was most recently at Symantec where he built one of the most advanced optimization programs in the ecommerce industry from scratch, running 100+ concurrent tests each month incorporating advanced targeting, 3rd party data, and real time predictive scoring. James is also a frequent speaker on optimization at industry events and has sat on the advisory board for a number of analytics vendors.

Barbara Pamplin

Barbara Pamplin is tasked to develop a global strategy for acquiring net new small business customers for Office365, a new cloud-based subscription service from Microsoft. Barbara recently transitioned from a role as the Digital and Search Advertising Lead for Xbox, driving global paid search and/or digital ad strategies for blockbuster game titles as well as the Xbox 360 and Xbox One consoles, and the Xbox Live service. She also spent time in the Central Marketing Group where she was the Mobile Marketing Global Practice Lead helping to build mobile-marketing capability for the Microsoft's 6,000 marketers across 51 countries. Barbara's experience prior to joining Microsoft includes brand management with Johnson & Johnson, Unilever Bestfoods, and agency account management for clients such as Amtrak, Wachovia, and the US Fund for Unicef. Barbara holds a B.A. in Mass Media Arts and a M.B.A. in Marketing.

Steve Petitpas
General Manager, Microsoft.com, Production Studios & Events, Microsoft Corporation (USA)

As General Manager for Microsoft.com, Production Studios & Events, Steve leads a group responsible for several of Microsoft’s key "owned” marketing channels including corporate microsoft.com (a top 10 global reach website); Microsoft Production Studios, which creates and distributes digital media productions for both internal and external clients; and Microsoft’s Worldwide Events team.

Steve joined Microsoft in 1996 in the company’s MSN division, leading membership marketing on the US business and later as general manager of the MSN France business, in the Microsoft France subsidiary. Under Steve’s leadership the MSN France network of sites rose from 7th place in audience size to 2nd.

In 2005 Steve moved into marketing communications as head of Global Advertising for Microsoft. He accelerated Microsoft’s shift to greater use of digital marketing communications vehicles and more than doubled the share of online in Microsoft’s advertising mix, surpassing the spend in traditional media.

Before joining Microsoft, Steve worked in brand management at the Quaker Oats Company (now part of Pepsico) managing major brands such as Quaker Oats oatmeal and the Cap’n Crunch line of cereals.

Steve is a marketing generalist who particularly enjoys creating great customer experiences through great products; and growing the business opportunity of those experiences with strategic marketing investments informed and refined through data and analysis.

Matt Phillips
Director of Support Enablement, Symantec Corporation

Matt started his career at Symantec 15 years ago and brings a unique blend of “trench” and management experience to making self-help and agent-assisted support work for the business and the customer. He has helped drive key initiatives that have increased award winning self-help success including self-heal, error trapping, virtual agent and community integrations. Matt's teams have provided key insights and trend-able data that have helped radically improve overall product quality, employee and agent experiences. In his current role, Matt is the global leader for our training, content, community and tools enablement group, responsible for delivering training and tool/phone access for our support delivery teams, as well as content and community localized for languages, across the globe.

Nate Smith
Product Marketing Manager, Adobe Analytics

Nate Smith is Product Marketing Manager for Adobe Analytics. In his role, Nate takes products to market and ensures the success of ongoing product releases, from influencing the product roadmap to determining competitive positioning and driving lead generation. 
 Nate has seven years of analytical marketing experience in customer segmentation and sales optimization, as well as in marketing plan design, digital marketing, and brand management.  Prior to joining Adobe, Nate served as a business analyst for financial services company Zions Bancorporation and led marketing and business analysis efforts for Tecplot, a leading provider of data visualization software.  He earned a BS in Information Systems and a MBA from Brigham Young University. 

Olga Spaic
President of DAA's Seattle Chapter

Olga Spaic is the President of DAA's Seattle Chapter and has been active with the chapter since its inception - she is passionate about analytics and building data-driven cultures. Olga has more than 15 years of experience in marketing for the technology sector at AT&T, Microsoft, and several start-ups with expertise in online advertising, email marketing, market research, competitive intelligence, web analytics and strategic planning. Olga spent the last three years as Manager of Analytics at Metia, and previously was a Senior Marketing Communications Manager at Microsoft spearheading a number of digital analytics projects. She holds a BA in economics from Harvard University, an MA from the University of Pennsylvania in international studies, and an MBA from The Wharton School in finance and strategy. In her spare time, Olga loves to travel and spend time with her family.

Esmee Williams
Corporate Voice of Allrecipes’ home cooks

Esmee is the corporate voice of Allrecipes’ home cooks, championing features that make everyday meal planning easier and more rewarding. Esmee brings more than two decades experience in both brand strategy, communications and new product development to Allrecipes. Over the past decade, Esmee helped to facilitate Allrecipes development from early start-up to the world’s largest digital food brand. With award-winning dedication and more than two decades experience in communications and brand strategy. Esmee has built many of Allrecipes’ most successful partner integration, customized marketing and promotional programs to date.

Prior to Allrecipes, Esmee spent time Vivendi Entertainment managing home productivity software brand marketing; McCann-Erickson developing communication strategies for the Washington State Lottery, earning both gold and silver EFFIE awards; and at Nestle developing communications to support new product launches.

Chen Zhao
Senior Manager, Marchex Institute

Chen is a Senior Manager at the Marchex Institute, the research and analytics arm of Marchex, and is a veteran of marketing analytics and strategy.

Prior to joining Marchex, Chen worked on the publisher side at Amazon as well as on the client side at Microsoft. While at Amazon, Chen led the product management team responsible for Targeting and Analytics products for Amazon’s Display Advertising Platform. At Microsoft, Chen managed end-to-end audience research, analysis and measurement for multi-million dollar global advertising campaigns in the Central Marketing Group.

Chen holds an MBA from the International Institute for Management Development (IMD) in Lausanne, Switzerland and an M.A. in Mathematics from Dartmouth College. She lives in Bellevue with her husband and two sons.

Digital marketing strategy and analytics; customer insight and business intelligence