DAA San Francisco Symposium 2016

9:30am-10:00am

Registration & Networking

10:00am-10:05am

Welcome

Emcee:
Krista Seiden,
Analytics Advocate,
Google

10:05am-10:15am

Introduction to the Digital Analytics Association

Marilee Yorchak,
Executive Director,
Digital Analytics Association

10:15am-10:40am

Expanding our World – Taking Digital Analytic Methods to the Physical World

There’s a whole new (non-virtual) world out there that, frankly, isn’t measured very well. But new technologies (digital!) are fixing that. We now have the ability to track the customer journey in store, in mall, in bank, in hospital, in airport – pretty much anywhere. We’ll take a look at the measurement technologies that track physical spaces, dive into their pros/cons, and the focus on how digital analytics methods can be applied to make sense of the data.

Gary Angel,
CEO and Founder,
Digital Mortar

10:40am-11:00am

Data-driven Revenue Models

In this session you'll learn how to use data to build a predictive revenue and lead pipeline model for B2B marketing. With a strong dependency on web analytics this session will provide practical strategies and tactics that any analyst can apply to their company's needs.

Lauren Vaccarello,
VP, Marketing
Box

11:00am-11:05am

Visualize the Customer Journey

Quantify and visualize complete, cross-channel customer journeys--individually and in aggregate--across devices and over time. Always know where customers are in the journey and learn how activity in one channel impacts performance in another. Replicate the top performing paths and weed out the troublesome ones.

Michael Leavitt,
Program Director, Customer Experience Analytics,
IBM

11:05am-11:20am

Networking Break

11:20am-12:10pm

Panel: Preparing for Black Friday

If you work in retail analytics, the whole year points to Holiday. Technology is implemented, campaigns are planned and shoppers are segmented -- all for the most wonderful time of the year. If you're on the consumer side of the equation, you might have a vague sense that people work really hard to make it happen. Our star panel of retail analytics experts will provide a view into how they prepare in advance to ensure a successful holiday season for brands and fulfilling experiences for shoppers.
 

Moderator:

David McBride,
Director of Cloud and Data Products, New Products Group,
Intel Corporation

Ana Hur,
Strategy and Analytics, TheNorthFace.com
VF Corporation

Tara Lydiard-Martin, Manager, Data Scientist and Demand Forecasting,
Stitch Fix

Ram Parthasarathy,
Product Manager,
Adobe

12:10pm-12:35pm

Trends in Analytics: Teams, Tools and Skills

What happens when an established analytics practitioner joins a company with a very modern approach to data strategy? June will share stories about new things she’s doing at Twitch, including 1) collaborating with data scientists, 2) living on the build - rather than buy - side of analytics tools, and 3) tackling data governance. You can expect to learn how these trends could influence your own future in analytics.

June Dershewitz,
Head of Data Governance and Analytics,
Twitch

12:35pm-2:05pm

Women in Analytics Lunch

Sponsored By:

DAA's Women in Analytics was designed to provide education, advocacy, and influence in order to increase understanding and activate resolution of issues facing women in analytics.

This luncheon is open to all DAA San Francisco Symposium attendees

Moderator: TBD

Panelists:

June Dershewitz,
Head of Data Governance and Analytics,
Twitch

Josephine Foucher,
Product Manager,
Hotwire

Eva Hung,
Director,
Ads Product Marketing Google

Prolet Miteva,
Senior Manager Web Analytics,
Platforms Autodesk

2:05pm-2:10pm

Welcome Back

Emcee:
Krista Seiden,
Analytics Advocate,
Google

2:10pm-2:15pm

Sponsor Remarks: Domo

Zac West,
Account Executive,
Domo

2:15pm-2:35pm

Why is Personalization so Hard for B2B?

A personalized experience on a website while offering great gains in performance, can be complicated and challenging to achieve especially for B2B organizations.  Learn some tips in the role analytics can play in defining your target audience, addressing the content challenge and in measuring success.

Zann Aeck,
Director of Digital Marketing,
NetApp

2:35pm-3:00pm

Personalizing the Reader Experience: How The Next Web Knows What You Want to Read Next

Rule number 1: Make your users feel welcome on your site. The Next Web readers have so many options to choose from when they visit the site, and we want to ensure they get a personalized experience when they visit. The Next Web looks at the data and decides for readers what they don’t want to see. In this session, Martijn Scheijbeler walks you through how The Next Web sets up the process of personalization, how they measure the impact, how they provide context to users and their approach for testing personalization.

3:00pm-3:45pm

Panel Session: Personalization: What is the Best Approach for Your Business?

Moderator:

Anita Fong,
Web Analytics and
Tracking Manager,
Clorox

Panelists:

Kevin Dalias,
Director,
Predictive Data Products,
RadiumOne

Melana Orton,
Product Manager, Personalization, Autodesk

Jon Mesh,
Google Product Manager,
Optimize 360

3:45pm-4:00pm

Networking Break

4:00pm-4:20pm

Digital Attribution Using Predictive Models

4:20pm-4:30pm

Closing Remarks

4:30pm-5:30pm

Networking Reception