DAA San Francisco Symposium 2016

DAA Symposium San Francisco 2016

Stranger Things: What's Lurking in Your Data?

November 9, 2016

Galvanize San Francisco - SOMA
44 Tehama St
San Francisco, CA

You can avoid the Demogorgon of Digital Analytics by attending the DAA SF Symposium on November 9 where you’ll get tips and tricks on personalization and how to survive Black Friday from your friendly neighborhood Digital Analytics practitioners. Join us for a full day of great topics covering the latest from the struggles to the new developments in our world and come out prepared to face the stranger things lurking in your data.

You’ll meet an awful lot of awesome people (like you) who can help you avoid the Upside Down of Analytics. As you go along your analytics journey, we won’t abandon you or leave you out in the cold.

Agenda subject to change.


Time Session Title & Abstract Speaker


Registration & Networking





Krista Seiden,
Analytics Advocate,


Introduction to the Digital Analytics Association


Marilee Yorchak,
Executive Director,
Digital Analytics Association


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


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


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,


Networking Break





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.


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,


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,



Women in Analytics Lunch

Sponsored By:

Women in Analytics Lunch Sponsored By Google

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


June Dershewitz,
Head of Data Governance and Analytics,

Josephine Foucher,
Product Manager,

Eva Hung,
Ads Product Marketing Google

Prolet Miteva,
Senior Manager Web Analytics,
Platforms Autodesk


Welcome Back

Krista Seiden,
Analytics Advocate,


Sponsor Remarks: Domo


Zac West,
Account Executive,


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,


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.

Martijn Scheijbeler,
Director of Marketing,
The Next Web


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


Anita Fong,
Web Analytics and
Tracking Manager,


Kevin Dalias,
Predictive Data Products,

Melana Orton,
Product Manager, Personalization, Autodesk

Jon Mesh,
Google Product Manager,
Optimize 360


Networking Break



Digital Attribution Using Predictive Models

John Wallace,
Former CEO,


Closing Remarks



Networking Reception




Members of the DAA: Standard $99 | Onsite $124
Non-Members: Standard $124 | Onsite $149
Students $25

SOLD OUT! Thank you.

Bringing your whole team?
The DAA is pleased to extend a 20% discount off the registration fees for groups of 5 or more. Please contact us to receive the group discount code to register your group.

Cancellation and Refund Policy:
No refunds will be given for cancellations received after October 26, 2016. Cancellations received in writing prior to October 26, 2016 will be refunded 50% of the registration fee paid.


One Star

Domo IBM


EY Society Level

Women in Analytics Lunch

Women in Analytics Lunch Sponsored By Google

Sponsorship Opportunities

Interested in sponsoring the 2016 San Francisco Symposium? Download the sponsorship opportunities prospectus or contact Brooke Weldon for additional information to secure your spot at an upcoming Symposium!

You can also learn more about Digital Analytics Association Symposium sponsorship opportunities here.