DAA Seattle Symposium 2013

DAA Seattle Symposium:  Creating Great Customer Experiences with Analytics
November 6, 2013
8:00am - 4:30pm

The 4th annual DAA Seattle Symposium 2013: Creating Great Customer Experiences with Analytics is scheduled for November 6, 2013 at the Microsoft Conference Center in Redmond, WA. This year features an expanded, full-day agenda to accommodate additional speakers, a hosted lunch, and more networking opportunities than before.

Keynotes, presentations, and discussions at the 4th annual DAA Seattle Symposium 2013 will focus on the power of leveraging digital analytics to deliver great customer experiences. The event's theme is described succinctly by John Hagel, a technology strategist:

"An extraordinary experience, filled with value that is meaningful to someone in a way that no one else could match, is a much more effective form of differentiation than narrowly defined features and functions." – John Hagel, Edge Perspectives with John Hagel (follow him on Twitter).


Time Topic
8:00 AM  Registration & Exhibit Browsing
9:00 AM Welcoming Remarks
Olga Spaic, President, DAA Seattle Chapter
9:10 AM  Marketing to the Multi-Platform Majority
Mark Donovan, Chief Marketing Officer, COMSCORE
9:25 AM What Kind of Digital Analytics Professional Are You...?
  • Key findings from the DAA Job Task Analysis Study
  • Digital Analyst job tasks are responsibilities
  • Where will you take your career in digital analytics?
10:00 AM

Integrated Digital Reporting and Agile, Actionable Analytics - the 360 Degree View of the Customer

  • Integrating information from multiple channels and listening posts for a 360-degree view of customer behavior
  • The value of real-time analysis and reporting
  • How we target content to customers based on behavioral attributes
Autumn Arbury, Group Manager, Sales & Marketing Reporting Insights, Global Marketing Operations, Microsoft Corporation
10:30 AM  Networking Break and Exhibit Browsing
10:50 AM Multi-channel Panel Discussion
  • "The multi-screen, multi-device world is not only changing what "customer experience" means, but also making the job of marketing managers much more challenging. It is increasingly important for businesses, large or small, to use data and analytics to provide better customer experience across various marketing channels and ultimately tie channel investment to actual business outcomes.
  • On this panel, we have included marketing and analytics veterans whose experience expands website, search, mobile, device, call center, etc. The panel brings together not only the best practices in using data and analytics to drive the best business outcomes in each of these channels, but also how to use data to link the customer experience (or behavior) across these various touch-points and connect with business outcome (or conversions).

Carolyn Clute, Senior Director, Customer Engagement, Brightedge
John Dietz, VP Products, Adometry
Phil Gross, Director, Product Management, Visual IQ
Barbara Pamplin, Global SMB Acquisition Lead, Office365
Nate Smith, Marketing Manager, Adobe Analytics
Chen Zhao, Senior Manager, Marchex Institute 

Moderated by Olga Spaic, President, DAA Seattle Chapter
11:50 AM Networking Lunch and Exhibit Browsing
1:20 PM

DAA Update
Steve Petitpas, GM, Microsoft.com, Production Studios & Events, Microsoft Corporation and DAA Board Member
Mike Levin, Executive Director, DAA

1:35 PM
Sponsor Remarks
Dave Bagley, Enterprise Account Executive, Domo
1:40 PM

Customer Experience Panel Discussion

  • How do the senior managers that oversee Fortune 500 digital assets think about data and analytics?
  • How do their organizations use data to improve their customers experience on the web and in apps? 
  • What do they most urgently need from analysts? 
  • What challenges do they face?
  • This panel of experts will provide perspective on what senior managers need from data and, more importantly, from analysts.

Ulrike Irmler, Microsoft Corporation (MSDN)
Harry Hayward, Director of Digital Media, University of Washington
DK Ray, Director, Online Demand Generation and Optimization, T-Mobile
Esmee Williams, Vice President, Brand Marketing, Allrecipes.com
Matt Phillips, Sr. Manager, Endpoint Protection & Product Support , Symantec Corporation

Moderated by Keith Boyd, Principal Content Publishing Manager, MICROSOFT  (Windows)

2:30 PM New Tools to Understand Your Customer
  • Everyone is working hard to understand a more holistic picture of the customer
  • Here's a brief rundown of new tools to enhance what you know about your customer
  • Learn what's out there and whether it makes sense for you
Allison Hartsoe, Group Director Digital Intelligence, Cardinal Path
3:00 PM  Networking Break and Exhibit Browsing
3:20 PM Sponsor Remarks
James Niehaus, VP of Digital Analytics & Strategy, Ensighten
3:25 PM

How Apollo Group Enhances Customer Experience Using Behavior and Feedback

  • Learn how to improve the digital experience by personalizing your marketing efforts based on customer behavior.
  • Explore effective tools and tactics for soliciting feedback and identifying problems.
  • Discover how to better serve your customers by understanding where they are in their lifecycle.

June Dershewitz, Director of Digital Analytics, Apollo Groupo 
Sarah DeAtley, Marketing Analytics Manager, Apollo Group

4:00 PM

Online Controlled Experiments: Introduction, Insights, Scaling, and Humbling Statistics

  • There is an opportunity to accelerate innovation by evaluating ideas quickly and accurately using controlled experiments
  • Online controlled experiments are now utilized to make data-driven decisions at leading brands 
  • Running online controlled experiments at scale has taught us many lessons
  • We will share key insights, cultural challenges, scaling challenges, and humbling statistics of what we’ve learned
Ron Kohavi, Partner Architect, Bing
4:30 PM Closing Remarks
James Gray, Director, Solution Management, Microsoft Corporation

About the theme: Why analytics is important for creating great customer experiences

With the rise of e-commerce, mobile and social media, customer interaction with brands through digital channels is increasing. At the same time, both consumers and businesses have more options than ever before, upping the level of competition among vendors. In a sea of comparable products (many similar in quality and functionality), pricing often becomes the strongest current. The good news, however, is that there are other more profitable and long-term strategies on which to compete than just on price alone.


As the largest digital analytics event in the Pacific Northwest, the DAA Seattle Symposium is the perfect venue for developing new business and building awareness among key decision makers and influencers. Sponsoring affords a vast number of benefits and offers high visibility before, during and after the event. More >


Last year attracted over 350 digital analytics professionals from the Pacific Northwest and beyond, representing popular brands like Allrecipes.com, AT&T, Boeing, Expedia, Getty Images, Microsoft, Nordstrom, OnlineShoes.com REI, Real Networks and T-Mobile. This is a great opportunity to network, catch up, and get up-to-speed with the latest trends affecting this quickly changing space.


Registration for DAA members is at the discounted price of $40, while non-members can register for $95. 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 October 4, 2013. Cancellations received in writing prior to October 4, 2013 will be refunded 50% of the registration fee paid

Take the Certification Exam in Seattle

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 November 5 while you are in town for the Symposium! This exam is a paper and pencil test. Learn more about the exam.


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