DAA Seattle Symposium 2016

8:45am-9:30am

Registration & Networking

9:30am-9:45am

Welcome Remarks

Emcee:
Charlotte Whitmore
Founder,
Analytics Pros
and
Director,
Digital Analytics Association

Marilee Yorchak
Executive Director,
Digital Analytics Association

9:50am-10:25am

Building a Culture of Analytics in your Marketing Organization

Successful marketing groups know the power of data, but truly impactful organizations go further, fostering a culture driven by analytics and data-informed decisions. Hear from Tableau’s Chief Marketing Officer Elissa Fink how enterprises are empowering their marketing teams and employees in general to work with data at scale and building an analytics culture.

Elissa Fink
Chief Marketing Officer,
Tableau

10:30am-10:55am

Ad Blocking: The End of Advertising As We Know It?

With the potential to disrupt the entire economy of the Internet, ad blocking is on the rise — especially for mobile. See how marketers are getting around ad blocking, what are publishers doing, what are the industry governing bodies doing about it and what to expect in the future.

Jonah-Kai Hancock
Director of Marketing,
TUNE

11:00am-11:05am

Sponsor Remarks: 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.

Ana Cardenas
Offering Management,
Customer Experience/Journey Analytics,
IBM

11:10am-11:35am

Content Moments Segmentation: Building Campaigns that Resonate with Consumers

How do you build meaningful connections with your consumers? What elements within the content resonates with consumers more? This out-of-the-box research helps us look beyond the content consumers consume and connect with what drives them to it in the first place allowing marketers to create more effective content by aligning with specific motivations.

Our new global research study explores over 55,000 consumer interactions with online content to better understand their motivations. Our approach will provide stronger insight into the "why behind "what" you see from standard digital analytic tools.

Samuel Kim
Senior Manager
Analytics & Research, AOL

11:40am-12:05pm

The Robots are Going to Take Your Job!

A discussion on how machine learning will change what you do and how you do it.

Scott Fasser
Director of Digital Innovation,
Hacker Agency

12:10pm-12:35pm

Going Responsive

Hear how evo, a leading eCommerce ski/snowboard/bike/wake/skate retailer migrated from a static, non-responsive website to a fully responsive, mobile-friendly commerce enabled experience. Many retail websites have made a similar change with poor results. Learn how evo approached the project with disciplined, iterative rollout and all but assured a massive win.

Nathan Decker
Director of eCommerce,
evo

12:40pm-12:45pm

Sponsor Remarks: Title TBA

Domo

12:45pm-2:15pm

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.

After a brief introduction to the Women in Analytics’s mission and activities, all attendees will participate in a Knowledge Café session, which will allow them a chance to discuss important digital data topics with colleagues.

All Seattle symposium attendees are invited, and encouraged to attend this lunch.

Marilee Yorchak
Executive Director,
Digital Analytics Association  

Krista Seiden
Analytics Advocate, Google  

Vicki O’Meara
Chief Executive Officer,
Analytics Pros

2:15pm-2:20pm

2:25pm-2:30pm

Sponsor Remarks: EY Society

Charley Shoemaker
Executive Director EY, Society

2:35pm-3:00pm

Studying and Influencing Behavior in a Digital Economy
Listening to your digital customers is hard; understanding your digital customers’ behavior is harder.

Lior Abraham
CTO,
Interana

3:00pm-3:30pm

Networking Break and Exhibitor Showcase

3:30pm-3:55pm

Data & Visual Storytelling

This talk will explore the endless design solutions for displaying and interrupting data. Tim will utilize one data set with 30+ unique approaches to visually represent the information.

4:00pm-4:25pm

Micro to Macro: Unlocking Insights from Individual User Analysis

If you could follow an individual user click-by-click through your website or app, you'd probably be amazed, or horrified, by what you saw.  Well, doing just this is now more possible than ever, and with the right techniques can be scaled up from micro to macro-level insights.  In this session Caleb will provide practical insights and how-to's for making use of the new Google Analytics User Explorer reporting feature and the practice of individual user-by-user studies in general.

Caleb Whitmore
Founder,
Analytics Pros

4:25pm-4:35pm

Closing Remarks

Seattle Planning Team

4:35pm-5:30pm

Networking Reception & Exhibitor Showcase