DAA Philly Symposium 2014

The Art and Science of Digital Analytics

Thursday, October 30, 2014
12:30pm - 6:30pm
University of Pennsylvania Houston Hall
3417 Spruce Street
Philadelphia, PA 19104-6306

Digital Analytics - Art, Science or Both?

Stitching together the infrastructure, systems, methods and processes to find and gather vast amounts of digital data from disparate sources can require skills not unlike those of a scientist.
Transforming that data into compelling, actionable storylines, replete with elegant data visualizations that can motivate organizations to act, can require skills not unlike those of an artist.

Join us for the 2014 DAA Philadelphia Symposium at Houston Hall on the campus of the University of Pennsylvania, where we will explore The Art and Science of Digital Analytics. Together, we will discover innovative approaches to stitching together multi-channel data sources, orchestrating analyses, and crafting compelling insights and career trajectories - with a particular focus on data visualization, analytics process management, mobile campaign measurement and other actionable tools and techniques.

Come glean inspiration from digital analytics professionals from academia, industry, and your peers - kick-start your imagination, sharpen your skills, and nurture your career growth. Our vendor showcase will offer up-to-the minute glimpses into the present and future of digital analysis and offer more ideas to take home - and also provides a venue for you to network with our esteemed presenters as well as fellow event attendees.

Join us - and perhaps be emboldened to invent your own work of digital analytics art.
Time Session Title & Abstract Speaker

12:30 - 1:00 PM

Registration & Exhibitor Showcase


1:00 - 1:10 PM

Welcome (Opening Remarks)

Stan Hansen, Domo

1:10 - 1:30 PM

Data Expression

Highlighting an array of innovative data visualization approaches, Ben will guide the audience as, together, we explore dynamic data visually to overcome cognitive biases and uncover hidden truths. Keep the pie charts at home - and be prepared to see facts, figures and conclusions differently than you may have before.

Ben Garvey, Software Engineer, RJMetrics

1:30 - 1:40 PM

DAA Philadelphia Chapter Remarks

Daniel Laws, Principal, DaBrain Marketing Group; and Co-Chair, Philadelphia DAA Chapter

1:40 - 2:25 PM

Back From the Dead - Reviving Your Web Analytics Program

While web analytics is an amazing, growing field, it is littered with examples of companies failing to create successful corporate programs. There are many potential roadblocks to success and navigating these can be tricky. Adam Greco has been in the web analytics industry for over a decade and will share his experiences and recommendations to help you avoid the common mistakes made and hopefully put you on the path to web analytics excellence.

Adam Greco, Senior Partner, Web Analytics Demystified

2:25 - 2:45 PM

Data Storytelling for Insurers

In this presentation, we'll review visual discovery, data storytelling and data visualization techniques that can accelerate the speed-to-insight for insurance marketers. We'll share a case study from work done with health insurance and auto insurance data, touching on direct marketing, digital and multichannel analytics featuring a variety of tools from Tableau to Excel. Marketers in highly regulated industries, notably, will gain some new ideas on how to deliver analyses with greater agility and impact.

  • Brett Rogowski, Software Architect, American Independent Insurance Companies (Good2Go)
  • Alex Cohen, Senior Marketing Analyst, TPG Direct;
  • Tejve Maillard, Senior Analytics Engineer, TPG Direct

2:45 - 3:05 PM

Mobile Targeting Strategies

Now more than ever, marketers are striving to optimize their mobile targeting campaigns. One way to achieve this is by better understanding consumer contexts. Based on the results of large-scale, randomized field experiments, Michelle will explain several contexts that influence the effectiveness of mobile targeting, such as how crowded a consumer’s environment is, where and when consumers receive mobile promotions, and whether consumers are near competitor locations.

Michelle Andrews, PhD Candidate, Temple University and Researcher, Temple Global Center for Big Data and Mobile Analytics

3:05 - 3:15 PM Keeping It Real: When Blue Sky Becomes Red Tape
Bob Selfridge, Co-Founder and CTO, TMM Data

3:15 - 3:45 PM

Networking Break and Exhibitor Showcase


3:45- 4:25 PM

Panel: The Art and Science of Evolving Your Career in Digital Analytics

Starting and evolving your career in the ever-changing field of digital analytics can appear to be quite daunting. Hear some tips, tricks and career advice from our esteemed panelists, all of whom have been both "client side" and "vendor side," had to continually re-invent themselves, and find work-life balance as busy parentals. Our panelists have digital analytics experience in a wide range of industry verticals (financial services, pharma, media, eCommerce), tools and techniques (tag management, digital optimization, and open-source big data \ data science) - and look forward to sharing their stories with you.

Moderator: Elea Feit, Drexel University \ Wharton WCAI

Randy Zwitch, Senior Data Scientist, Comcast
Quentin Jones, Barclaycard
Laura Reed, Vanguard

4:25 - 4:45 PM

The Evolution of Big Data Analytics At Lenovo

Like most organizations, Lenovo's architecture for capturing, reporting and analyzing customer data has evolved over time.  Ashish Braganza, Lenovo's Director of Global Business Intelligence, explains how he helped take the company out of the Dark Ages when much of its marketing and customer data collected dust in a myriad of desktop hard drives, forgotten online accounts and dated Excel spreadsheets (sound familiar?) to a robust cloud computing environment where integrated data is stored in Hadoop clusters, visualized in Tableau and shared across the entire organization.

Ben Garvey, Software Engineer, RJMetrics

4:45 - 5:05 PM

It's All About the Decisions: Blending AB Testing, Predictive Analytics, and Personalization

Even savvy users of business intelligence can get a bit confused about how and when to use A/B testing, predictive analytics, and personalization to optimize. But optimizing isn’t about choosing which tool to use: optimizing is about making decisions. In this session we’ll discuss how to bring these methods together to make better decisions, and we’ll also touch on how machine learning can help us automate the process.

Matt Gershoff, CEO, Conductrics

5:05 - 5:25 PM

New Perspectives on CLV and E-Commerce Buying Patterns

Everybody is talking about “customer lifetime value” (CLV) as a focal measure for firms that aim to be customer centric. But there is a lack of clarity about what CLV really means, and how its definition/implementation varies across different business settings. This session will help sharpen participants’ understanding of this emerging concept, and discuss common patterns/diagnostics associated it.

Peter Fader, Co-Director, Wharton Customer Analytics Initiative (WCAI)

5:25 - 5:35 PM

DAA Remarks

Peter Fader, Co-Director, Wharton Customer Analytics Initiative (WCAI)

5:35 - 5:45 PM

Closing Remarks: Singapore - The New Global Data Analytics Hot Spot     

Parveen Kaur, Area Director, Contact Singapore

5:45 - 6:30 PM

Networking Reception & Exhibitor Showcase




Members: $25
Non-Members: $75


Cancellation and Refund Policy:
No refunds will be given for cancellations received after September 20, 2014. Cancellations received in writing prior to September 20, 2014 will be refunded 50% of the registration fee paid.

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