DAA Washington DC Symposium 2015

Harnessing the Power of Digital Analytics for the HIPPOs, Honchos, and Home Team

Thursday, June 4, 2015
12:30 - 6:30 PM

1101 Wilson Boulevard
Arlington, Virginia, 22209

Most of us know the power of digital measurement and the true frustration of getting HIPPOs, Honchos and the Home Team to recognize how data, analyses and reports can really help them.  This Symposium will delve deeply into how individuals and analytics teams can demonstrate how carefully analyzed and reported data can improve the performance of whole organizations, not just websites and digital resources.
This practical half-day program will focus on mobile analytics, getting the best from multi-channel initiatives, integrating analytics across the organization and a look at the future of digital measurement.

Don’t miss it!

  Session Speaker

12:30 - 1:00 PM

Registration and Exhibit Browsing


1:00 - 1:15 PM

Introduction and DAA Welcome Remarks

Amy Sample, Senior Director, Digital Analytics, PBS Digital

1:15 - 2:05 PM

Keynote: The Future of Analytics
The holy grail that companies working with digital measurement seek is a real time, 360 degree, big data, holistic view of their users in social, local, and mobile.  But the question is, do you and your company have a solid understanding of what is involved with approaching this milestone?  There is a path to reach all of your goals and objectives, but it is paved with real and sometimes very hard work in building out your digital foundation with planning, process, and governance regardless of the tools you use.

Rudi Shumpert, Senior Architect & Evangelist, Adobe Marketing Cloud

2:05 - 2:10 PM

Domo: From Insight to Action

Dave Sims, Account Executive

2:10 - 2:40 PM

Speed Networking

Brendan Curley, Foresee, and Ann Poritzky, NIDCR

2:40 - 3:25 PM

Multi-Channel Analysis: How to Present Information About the Customer Journey
All or most organizations today exist in an Omni-Channel World. Customer interactions, contacts and services can occur 24/7 in person, by phone and online via digital devices.

This means that your digital analytics may tell one story about your customers’ experiences, but not the whole story. And you can miss the real time views into trends and issues that can help you and your organization plan and forecast accurately.

All organizations should be moving to optimize for the last mile of customer experience in each of their channels.

Learn how to begin listening to customers more productively. Hear about existing/new tools and approaches that will help you understand and tell the whole Omni-Channel story.

Kevin Novak, CEO, 2040 Digital

3:25 - 3:55 PM

Networking Break and Exhibit Browsing


3:55 - 4:40 PM

How NPR Built an Analytics System for All of Public Radio
Building a tag management system and dashboards within an enterprise can feel a bit like herding cats. In NPR’s case, those lovely felines are independent public radio stations across the country, all using Google Analytics a bit differently. Steve and Michelle share how NPR built a system that simultaneously made tagging easier and more advanced, focused on the metrics that matter most to public radio, aggregated data from multiple sources, and enabled radio stations to compare their metrics to other stations like them. See their custom-built tag management system and reveals tag improvements and creative event tracking that are really paying off. This dynamic duo also shares lessons learned about creating an analytics offering for a distributed enterprise environment.

Steve Mulder and Michelle Bellettiere, NPR

4:40 - 4:45 PM

Adobe: Making Big Data Small

Karl Moats

4:45 - 5:30 PM

Tips for Managing a Mobile Measurement Plan
Our panel of experts will share insights on measuring and analyzing mobile websites and apps. Get your questions ready! We'll discuss everything from improving the mobile customer experience to strengthening your mobile analytics implementation to getting the most out of your mobile reports.


5:30 - 5:45 PM


Ann Poritzky, NIDCR, and Brendan Curley, Foresee

5:45 - 6:30 PM

Networking Reception



Members $25
Non-Members $75

Cancellation and Refund Policy:
No refunds will be given for cancellations received after May 14, 2015. Cancellations received in writing prior to May 14, 2015 will be refunded 50% of the registration fee paid. 


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