DAA Austin Symposium 2014

Data Analytics: Driving High Performance Marketing

May 22, 2014
The University of Texas at Austin
Commons Learning Center
10100 Burnet Road, Bldg 137
Austin, TX 78758

Data analytics is no longer just a 'silo' of activity. Marketing leaders recognize analytics IS a key to driving high performance marketing and effective competing. Marketers themselves have access to data that can tell them the impact they're having; often in real-time. In this type of environment,marketers must develop the analytical skills required to understand how to use available data to figure out what their prospects or customers need to stay in the fast lane. Digital analytics professionals have to be ready to take on a more strategic role by acting as a skilled expert driver who must also connect digital data with the rest of an organization's datasets.



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 April 22, 2014. Cancellations received in writing prior to April 22, 2014 will be refunded 50% of the registration fee paid.


Time Session Speaker

12:30 - 1:00 PM

Registration & Exhibitor Showcase


1:00 - 1:10 PM


John Stansbury, RetailMeNot

1:10 - 1:25 PM

DAA Welcome and New Website Demo       

Ed Wu, Emeritus DAA Board Member

1:25 - 1:55 PM

Keynote: Governing the Emergence of Complex Customer Sciences - "Towards Unified Frameworks for Marketing Sciences"

The need for unified analytical frameworks that yield actionable user-behaviour insights have become the ultimate of all competitive advantages a company can have. Breaking down the barriers between marketing, statistics, physics, information & decision systems, economics etc., today customer sciences is looking much more like a large scale evolving biological system. This presentation attempts to explore the fundamentals that can enable successful governance & deployment of customer sciences - how much do you know of your users?

Akhil Kuduvalli, Indeed.com

1:55 - 2:00 PM

Sponsor Presentation: Domo


2:00 - 2:10 PM

Networking Break & Exhibitor Showcase


2:10 - 3:00 PM

Breakout Session: Personalization Strategies & Analytics

Personalization is the heart of digital. As a direct channel, digital rewards personalization in almost every form and there are no shortage of forms. Most strategies need some form of analytics to make them work. Here’s a look at the techniques- including a few nonanalytic ones- for driving those strategies.

Gary Angel, Ernst & Young


Breakout Session: Connect With the Marketers on Analytics: Show Them the Money

Marketers have a lot to worry about- leads, revenue, retention, satisfaction, registrations, awareness. You know analytics can help those marketers, but you just need to get their attention! This session will take a look on how to approach communicating data-based insights to people who don't necessarily have a background in analytics.

Ly Tran, Proof Advertising


Breakout Session: Using Predictive Analytics for Marketing Specific Use Cases

We can infer quite a bit by analyzing our customer's behaviors. Whether someone is ready to buy or ready to cancel- as a marketer you have an opportunity to influence their next move. How do you use this knowledge to understand what someone is going to do next?

Shree Dandekar, Dell

3:00 - 3:30 PM

Networking Break & Exhibitor Showcase


3:30 - 4:20 PM

Breakout Session: Driving Improvements From Analytics Insights Through Testing

Exceptional test programs require customer analytics-driven strategic design, strong business strategy and organization-wide support. This breakout session will discuss some of the most common pitfalls to any testing program as well as ways to avoid them.

Kelly Wortham, Ernst & Young


Breakout Session: Data Storytelling- How to Tell Better Stories With Data

The best analysts use storytelling to communicate their insights and ultimate business-changing recommendations. To tell a story, you might find yourself building a presentation deck or perhaps just a simple trend chart, however this session will dive into the process of creating a convincing, data-driven story.

Melanie Hall, Dell


Breakout Session: Hadoop and Other Big Data Platforms & Architectures

The marketplace is full of technology claiming to 'solve your big data challenge'. What should you be looking for as you evaluate these big data platforms? Moreover, how do you go about preparing your organization to leverage these new capabilities?

Paul Kenny & Charles Flynn, HP

4:20 - 4:30 PM

Networking Break & Exhibitor Showcase


4:30 - 5:00 PM

Panel Discussion: Must Do's for Digital Analytics Work

Marketers themselves have access to data that can tell them the impact they're having; often in real-time. In this type of environment, marketers must develop the analytical skills required to understand how to use available data to figure out what their prospects or customers need to do to stay in the fast lane.  This panel will look at those 'must do's' that can make an impact on any business utilizing digital.

Joel Wright, Society Consulting
Yuan Wright, Office Depot
Andrew Koperwas, Adobe
Ly Tran, Proof Advertising
Tania Shershin, HomeAway
Nathan Dragoo, Ensighten

5:00 – 5:05 PM

Sponsor Presentation: Tealium

5:00 PM


John Stansbury, RetailMeNot

5:00 – 6:00 PM

Networking Reception & Exhibitor Showcase




One Star

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