DAA Chicago Symposium 2017

DAA Symposium Chicago 2017

Chicago Symposium

Tuesday, October 10, 2017

320 North Morgan    
Chicago, IL 60607

Time Session Title / Abstract & Speaker

12:15pm - 1:00pm

Registration and Exhibit Showcase

1:00pm - 1:15pm

Welcome and Opening Remarks

Mark Schurtman
Manager, Digital and Event Analytics
Zurich North America

1:15pm - 1:25pm

Intro to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

1:30pm - 2:15pm

My Favorite Implementation Tips and Tricks

Adam Greco
Senior Partner
Analytics Demystified

2:20pm - 2:50pm

Turning Insights into Action

Jennifer GoodSmith
Marketing and Brand Strategist

So now that you have the data, what do you do with it? This session will show how to drive change and action by taking insights—whether it's customer research, brand assessment or donor soundings—and translating results into successful programs and initiatives. The session will address how you can achieve measurable goals, such as audience expansion and financial sustainability, and understand how to remain relevant in a changing world, reach new demographics and sharpen communications.

Beginning with a brief review of trends in opinion research and leading to practical applications everyone can use, this session will take you from theory to practice to outcomes that align with institutional objectives: gaining buy-in from the top; streamlining research efforts; and offer practical applications to support strategy, audience engagement and program planning.

2:55pm - 3:00pm

Visualize the Customer Journey

Ana Cardenas
Offering Management, IBM Watson CX Analytics

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.

3:00pm - 3:15pm

Networking Break

Join your colleagues for an facilitated, but informal interactive exchange of ideas of various issues and topics in analytics, including:

3:15pm - 4:00pm

Birds of a Feather

Join your colleagues for a facilitated, but informal interactive exchange of ideas of various issues and topics in analytics, such as:

  • Data Governance & Analytics Best Practices
  • Reporting & Analysis - Best Practices for Providing Added Value and Proactivity
  • Content Performance
  • A/B Testing & Optimization
  • KPIs
  • Optimizing How Analytics is Delivered

4:05pm - 4:10pm

Accurate Data Collection Isn’t Easy

Dustin Hornan
Territory Manager

4:15pm - 4:45pm

MLB.com's Ballpark App — A Case Study

Brad Boron
Director of Digital Communications
Chicago White Sox

Will Snell
Director of Business Analytics
Chicago White Sox

Using the MLB.com Ballpark App and its beacon technology, the Chicago White Sox have learned more about the customers coming through their turnstiles while providing an added value and touchpoint for fans. Will Snell, White Sox Director of Business Analytics, and Brad Boron, Director of Digital Communications, will cover the opportunities, challenges and practical uses of the data acquired through this fan-first program.

4:50pm - 5:20pm

Creating an Analytic Culture within Your Organization

Jonathan Weber
Data Evangelist

Melissa Smallenberger
Senior Digital Business Process Specialist

Successful analytics implementations (especially at scale) need an internal advocate who can drive a robust and flexible strategy and can bring together stakeholders and decisions-makers across the company to invest in the processes and tools necessary. Learn about the solutions that Caterpillar used to scale implementation and deployment across many sites and teams with Google Analytics 360, distributing and communicating digital data to stakeholders through tools like Tableau, and planning for integration of digital data into disparate enterprise data sources with tools like Google BigQuery.

5:25pm - 5:55pm

Digital Analytics Recruitment

James Pottow
Head of Digital

5:55pm - 6:00pm

Closing Remarks & Raffle

Mark Schurtman
Manager, Digital and Event Analytics
Zurich North America

6:00pm - 7:00pm

Networking Reception



Members of the DAA:  $75
Non-Members:  $125
Students: $25. Please contact us to receive the discount code to register as a student.


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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 September 19th, 2017. Cancellations received in writing prior to September 19th, 2017 will be refunded 50% of the registration fee paid.


One Star

Google Analytics 360 Suite IBM


EY Society LunaMetrics
Sponsorship Opportunities

Interested in sponsoring the 2017 Chicago Symposium? Download the sponsorship opportunities prospectus or contact Matt Dirks for additional information to secure your spot at an upcoming Symposium!

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