DAA Dallas 2016 Speaker Biographies

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Greg Allbright Allbright Consulting, LLC

Greg Allbright Allbright Consulting, LLC

Failures are finger posts on the road to achievement.” That quote from C.S. Lewis sums up Greg's marketing career. During a failed run for public office in 2005, he fell hard for all things digital when drafting his own website and email copy, running a MySpace campaign, and using mobile texts to corral volunteers. Having direct communication with anyone, anywhere was frightening and empowering.

Launching his own marketing consultancy with no industry experience or business plan was a bumpy ride, but eventually he turned that experience into full time positions at B2B companies launching digital campaigns across six continents that helped companies tell their stories, and grow business. A few years ago he rebooted his consultancy to serve marketing agencies to provide their clients with a digital strategy and execute marketing campaigns. His is a board member of Digital Dallas, a group that wants to curate epic stuff around digital in Dallas, and the co-host of the After Hours Marketing podcast.


Wayne Applebaum, Vice Presidente of Analytics & Data Science, Avalon

Wayne Applebaum, Vice Presidente of Analytics & Data Science, Avalon

Wayne is responsible for delivery of Avalon's Analytics Services and developed the company's Analytics Framework™. He has more than 30 years experience in data analytics and enterprise consulting. Prior to joining Avalon, Applebaum was a Principal Business Architect at SAP responsible for designing and leading the implementation of analytic solutions -- a role he also performed at Oracle before joining SAP. Prior to Oracle, Applebaum was Director of Business Development for Business Objects where he managed the global growth of the company's Extranet product line. Applebaum spent 17 years at EDS (now HP Enterprise Services) in a variety of roles including Director of Quality Measurement and Practice Director for Employee Disability Services. Applebaum holds an MA and Ph.D. in Statistics from the University of Pittsburgh; he earned a Bachelor of Science in Psychology from The City College of New York.


Adam Greco, Sebior Partner, Analytics Demystified

Adam Greco, Senior Partner, Analytics Demystified

Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. Adam has run web analytics at the Chicago Mercantile Exchange and Salesforce.com and was also one of the founders of the Omniture Consulting group. While at Omniture, Adam managed accounts large and small and helped clients maximize their use of Omniture technologies. In 2012, in partnership with Adobe, Adam published the first-ever book on Adobe SiteCatalyst – The Adobe SiteCatalyst Handbook: An Insider’s Guide.


Adam Greco, Sebior Partner, Analytics Demystified

Marcela Gutierrez, Digital Analytics Manager Fossil Inc.

Marcela Gutierrez has been working in Ecommerce for 10 years. She is currently the Digital Analytics Manager at Fossil Inc. Prior to Fossil, she worked at IBM and provided analytics consulting to clients using IBM Digital Analytics (Coremetrics). Marcela loves analytics and enjoys finding insights that lead to action. She likes to play sports and drink cortados.


Randy Krum, President and Chief Designer, InfoNewt

Randy Krum, President & Chief Designer, InfoNewt

Randy Krum is an infographics and data visualization designer, author of Cool Infographics, instructor of data visualization design at SMU CAPE, keynote speaker, organizer of the DFW Data Visualization Meetup, and runs the popular website Coolinfographics.com. His passion is helping people better understand and communicate information using data visualizations, visual explanations and infographics.


Doug Mitchell, Senior Manager of Site Optimization, JCPenney

Doug Mitchell, Senior Manager of Site Optimization, JCPenney

Doug is passionate about digital commerce and an evangelist for customers’ digital experience. He and the JCPenney Site Optimization Team work to understand customers’ needs and use their insights to improve the experience on JCP.com. He has more than 12 years of conversion optimization experience including work with Rexel and PFSweb, where he provided strategic consulting to leading brands like L'Oréal, Proctor & Gamble, Kraft, and Starbucks.


Jennifer Mitchell, Senior Director of Outlet and Off Price Strategy at Fossil Group

Jennifer Mitchell, Senior Director of Outlet and Off Price Strategy at Fossil Group

Jennifer currently works as Senior Director of Outlet and Off Price Strategy at Fossil Group. Her teams manage planning for 140+ Watch Station and Fossil Outlets as well as the off-price business for all brands in Fossil Group. Prior to Fossil, Jennifer worked in global product sourcing at Target Corporation and prior to Target, Jennifer worked as a buyer for Macy's in several apparel categories. Jennifer studied Journalism at the University of Florida back before anyone had computers.


Bill Nava, Vice President of Retail Solutions, Trans Perfect

Bill Nava, Vice President of Retail Solutions, TransPerfect

Billy Nava is the Vice President of Retail Solutions for TransPerfect. Billy has over 20 years of experience managing multichannel solutions for 35 global corporations. He has deployed eCommerce websites and logistics operations for Starbucks, P&G, L’Oreal, BCBG, Kate Spade and Diageo in over 20 countries. Since joining TransPerfect in 2013, he provides up-front consulting and technology recommendations to minimize manual effort, reduce internal and external costs, and drive maximum ROI related to multilingual site deployment.


Nish ShethSenior Account Executive,Visual IQ

Nish ShethSenior Account Executive,Visual IQ.

Nish Sheth is a Senior Account Executive at Visual IQ. Visual IQ is an industry-leading solution that offers measurement and optimization of marketing performance across all channels and platforms. He has an extensive background in Marketing Analytics and Technology, and is passionate about helping customers maximize their advertising ROI and ad tech investments.

Nish joined Visual IQ from MediaMath, where he most recently served as Sales Director for the West Coast. Prior to that, he held Data Analytics positions at Turn and Nielsen.

Nish is a native Texan and holds a Bachelors in Finance from Southern Methodist University and MBA from The University of Texas at Austin. He lives in Austin and spends his free time cooking, memorizing baseball statistics and challenging his wife in chess.


Rebecca Visconti, Director of Digital Analytics, Vertical Nerve

Rebecca Visconti, Director of Digital Analytics, Vertical Nerve

Rebecca has been working in Digital Analytics since 2007 and joined Vertical Nerve’s Analytics team in 2013 where she is responsible for leading the Digital Analytics agency services team and providing reporting, analysis and implementation consultative services to clients, such as Yum Restaurants, Moneygram, Funimation and Andra Group. In her prior role, she specialized in analytics services for ecommerce brands like Kraft, P&G, Starbucks, Carters and Kate Spade. She is also an adjunct professor in classrooms at UTD and SMU where she shares her passion for digital analytics and industry experience with students studying marketing and ecommerce. She specializes in enterprise tools like Google Analytics Premium, IBM Digital Analytics, Google Tag Manager and Tealium.


Joel Wright, Senior Manager, Advisory Digital and Big Data Analytics, Ernst & Young

Joel Wright, Senior Manager, Advisory – Digital and Big Data Analytics, Ernst & Young

Joel Wright is a digital analytics and optimization professional with more than 16 years of experience managing startup analytics and testing programs for fortune 50 companies such as Dell and HP, leading teams and initiatives that did not exist before, sharing knowledge freely and mentoring others along the way. After years in the field, Joel considers himself a constant student of digital analytics and related technology.


Marilee Yorchack, Executive Director of the Digital Analytics Association

Marilee Yorchak, CAE, Executive Director, DAA

Marilee Yorchak is the Executive Director of the Digital Analytics Association, a 4,000 member organization. She was previously the Executive Director of the Colorado chapter of the Business Marketing Association. She holds the CAE designation (Certified Association Executive), and earned a BS in Marketing from University of Colorado-Boulder and an MBA from New Mexico State University.

Marilee has been honored with the Communicator of the Year from BMA Colorado as well as Association Professional of the Year by the Colorado Society of Association Executives, and is a frequent speaker/panelist for association executive forums/conferences.

She is the chair of the editorial committee for the Colorado Society of Association Executives, which produces a quarterly magazine, The Executive Memo. Marilee is also on the board of advisors for the Monfort College of Business Marketing Department at the University of Northern Colorado.