DAA Philly 2014 Speaker Biographies

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

Michelle Andrews is a PhD Candidate in Marketing at Temple University. She holds a JD, an MBA, and BA degrees from the University of Missouri. Her research focuses on mobile technologies, social influence, and prosocial behavior and has been published in Journal of Marketing, Management Science, Strategic Management Journal, and Harvard Business Review. She has won several awards including the 2014 Best Paper Award at the American Marketing Association Summer Educator’s Conference. Michelle has taught several undergraduate-level courses in marketing.


Ashish Braganza, Director, Global Business Intelligence, Lenovo

Ashish Braganza is Director of Global Business Intelligence at Lenovo and responsible for Digital Personalization, Optimization, BI and Big Data Analytics. He leads a global team of 40 Business Analysts, Data Scientists, Modelers, Visualizers and Big Data Architects. He built Lenovo's first Big Data Platform and draws on his extensive management experience in running and building enterprise analytics for fortune 500's. He has published articles on Optimization, Digital Strategy, Enterprise Analytics Management and is a frequent industry speaker. Prior to Lenovo, Mr. Braganza was Manager of Digital Analytics and Optimization at Comcast Cable. In that role, he led the Analytics & Optimization practice for the eCommerce and Digital Self Service channels at Comcast. Mr. Braganza has earned an M.S in Quantitative Marketing from Temple University, The Fox School of Business & Management, Philadelphia and an MBA and BS in Business Administration from University of Pune, India."

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

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains. These insights are reflected in his recent book, "Customer Centricity: Focus on the Right Customers for Strategic Advantage" (http://www.amazon.com/Customer-Centricity-Customers-Strategic-Essentials/dp/1613630166).

Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, an innovative research center that serves as a "matchmaker" between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions. Professor Fader believes that marketing should not be viewed as a "soft" discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.

Ben Garvey, Software Engineer, RJMetrics

Ben Garvey is a software engineer at RJMetrics, a leading SaaS business intelligence firm. In his career he has used data visualization and data expression to help better understand manufacturing business processes, analyze thousands of genealogical records, and create what Technically Philly called, "the coolest, most comprehensive City of Philadelphia budget visualization you've ever seen."



Matt Gershoff, CEO, Conductrics

Matt Gershoff is Co-founder of Conductrics, a software solution for embedded AB Testing and Targeted Digital Optimization (www.conductrics.com). Matt has over 15 years experience in database marketing and web analytics. He holds MS degrees in both Economics & Artificial Intelligence.




Adam Greco, Senior Partner, Web Analytics Demystified, Inc.

Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. As one of the founders of the Omniture Consulting group, Mr. Greco managed accounts large and small and helped clients maximize their use of Omniture technologies. In addition, Mr. Greco was the author of the popular “Inside SiteCatalyst” blog that taught SiteCatalyst customers how to apply SiteCatalyst at their organizations. After Omniture, Mr. Greco held the position of Director of Web Analytics at Salesforce.com where he helped re-build the entire web analytics function, turning it into a world-class program. During this time, Mr. Greco continued sharing his web analytics expertise though his popular “Omni Man” blog and co-founded the award-winning Beyond Web Analytics podcast. In October 2012, Mr. Greco released the first-ever published book on Adobe SiteCatalyst entitled The Adobe SiteCatalyst Handbook: An Insider’s Guide.

Stan Hansen, director of account development, Domo

Stan Hansen is the director of account development at Domo, an executive committee member of the Huntsman Cancer Institute, three-time entrepreneur, and a morning biker and jogger. Prior to Domo, Stan served as a Senior Vice President of technology and operations at Wells Fargo, where he directed a 1,200-member team; developed and patented the key Wells Fargo team member authentication system (SOTA); and with a team integrated 86 banks and business units, including the Wells-Wachovia merger. Stan moved to Adobe as the director of strategic and enterprise account development where he worked closely with the Adobe digital marketing team, his team increased revenue from $2.8 million to $56.4 million in three years.

Parveen Kaur, Area Director, Contact Singapore

Based in New York, Parveen manages the North American operations of Contact Singapore, overseeing efforts in the biomedical and research sectors, financial services and public sector. Prior to joining Contact Singapore, Parveen worked in public relations agencies in Singapore and London, and her nine years of PR experience included account servicing for companies like British Airways, Rolls-Royce, Pedigree, Peroni, BBC, Magic Lantern, Pioneer Online, Sun Microsystems, SMART Technologies and L’Oréal. Parveen has a Bachelors in Marketing and Public Relations from Curtin University of Technology


Aaron Maass, Founder & CEO, MaassMedia, LLC

Aaron is the founder and CEO of MaassMedia, LLC, and oversees the development of some of the e-marketing industry’s most notable digital analytics programs and professionals. With nearly 20 years of online marketing industry experience, Aaron is one of the early pioneers of tag-based web analytics. He co-founded and sold a website traffic tracking and reporting software service called Sitegauge to Kohlberg Kravis & Roberts in 2000, and has led web analytics initiatives in senior internet marketing management roles at companies like KPMG, EF Language, Fidelity, DuPont and most recently Comcast, where he was head of e-commerce and web operations. Since launching MaassMedia, Aaron and his team have helped numerous Fortune 500 clients like Verisign, Comcast, ESPN, Lenovo, NASDAQ, Gore-tex, Coldwell Banker, Waterford Wedgwood Royal Doulton, SCORE Association, Southwire and Publishers Clearing House design, develop and analyze e-marketing analytics programs that deliver measurable and immediate ROI. Aaron holds a B.A. from Cornell University, is certified in Google Analytics, Adobe Site Catalyst and Six Sigma implementation and has been recognized for his achievements by the Digital Analytics Association (DAA), Interactive Media Council and Web Marketing Association. He also chairs the DAA awards for excellence gala, teaches a course on Web Analytics for the Online Marketing Institute and co-chairs the George S. Pepper Society Council of the Free Library of Philadelphia.

Elea McDonnell Feit, Assistant Professor, Drexel University \ Wharton WCAI

Elea McDonnell Feit's research focuses on leveraging customer data to make better product design and advertising decisions, particularly when data is incomplete, unmatched or aggregated. Much of her career has focused on developing new quantitative methods and bringing them into practice, first working in product design at General Motors, then commercializing new methods at the marketing analytics firm,The Modellers, and most recently as the Executive Director of the Wharton Customer Analytics Initiative, where she built the academic-industry partnership program. She brings a rich understanding of industry problems to her research, which has been published in top-tier journals including Management Science and the Journal of Marketing Research. She enjoys making analytics accessible to a broad audience and is active in several practitioner conferences including the INFORMS Business Analytics Conference and the AMA Advanced Research Techniques forum. She regularly teaches popular tutorials and workshops for practitioners on marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods as well as undergraduate and MBA classes in data-driven digital marketing. She holds a PhD in Marketing from the University of Michigan, an MS in Industrial Engineering from Lehigh University and a BA in Mathematics from University of Pennsylvania.

Quentin S. Jones, Assistant Vice President, Technical Digital Analytics

Quentin has 15 years of experience in the IT field which ranged from being a front end web designer to a back-end application developer for global IT consulting firm. HE was introduced to the world of digital analytics 5 years ago while working at GSI Commerce – now an eBay company – as a System Requirement Engineer; where he created and configured of Adobe Analytics report suites for such clients as NASCAR, MLB, Speedo, Piercing Pagoda, World Market (Cost Plus), Radio Shack. While at GSI, he was also tasked with supporting, customizing and managing break/fix solutions for over 70 customers' Adobe Analytics implementations. After earning his ACE in Analytics Implementations he took on the challenge of building a Digital Analytics team in the Technology organization at Barclaycard US. Within 2 short years of joining Barclaycard, he's built a team and expanded that group's scope from being simple custom tag implementers to true business influencers!

Laura Reed, Digital Intelligence Engineer, Adobe Analytics Center for Excellence Team, Vanguard

Currently a crew member at Vanguard, Laura serves as a Digital Intelligence Engineer on the Adobe Analytics Center for Excellence team. Prior to Vanguard, Laura served in a variety of digital marketing and strategy roles for such varied companies as GfK North America, Digitas, Bristol Myers Squibb, and Shire. In addition, she co-founded a startup focused on building a consumer electronics product with an associated location-based mobile service that received funding from Liberty Media. In building this start-up, Laura partnered with such companies as Discovery Communications/Animal Planet, PetSmart, and T-Mobile in bringing the product from concept to retail launch, and managed the product launch at CES. Laura has her undergraduate degree from Bucknell University, and earned her MBA at Villanova University. She is also a credentialed PMP and PMI-ACP. She lives in Devon with her husband, toddler son, and two pet cats.

Randy Zwitch, Senior Data Scientist, Comcast

Randy Zwitch is currently Senior Data Scientist at Comcast working on Big Data/Data Science initiatives. With twelve years of experience, Randy has held analytics positions across varied industries such as energy, banking, digital analytics consulting and media. Randy also contributes to open-source software development in the R and Julia communities. Randy holds a Bachelor of Science and Master of Arts in Economics from the University of Delaware and an MBA from Duke University. He is also a Digital Analytics Association Certified Web Analyst.