DAA Chicago Symposium 2017 Speaker Biographies

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Brad Boron

Brad Boron, Director of Digital Communications, Chicago White Sox

Brad Boron is the director of digital communications for the Chicago White Sox, having joined the organization in 2014. In his role, he oversees all digital media, online video, mobile marketing and social media activations, as well as e-mail marketing and emerging technologies. Prior to joining the White Sox, Boron spent seven years with the NHL’s Chicago Blackhawks, building the team’s digital presence and winning Mashable.com's "Best Brand Use of Twitter" award in 2009, and has also worked in state government. Boron received his BA in Strategic Communication from the University of Wisconsin-Madison.

Jennifer GoodSmith

Jennifer GoodSmith, Marketing and Brand Strategist

Jennifer GoodSmith is a high-impact strategic growth driver with extensive executive level marketing experience directing fast paced nonprofit organizations focusing on healthcare, higher education and associations. As a strategic marketer, she has revitalized brands and implemented marketing and communications strategies that positioned organizations for significant growth. With a focus on data-driven outcomes, she has increased consumer demand and raised reputation and awareness through award-winning marketing campaigns and programs with notable ROI.

Adam Greco

Adam Greco, Senior Partner, Analytics Demystified

Adam Greco is a longstanding member of the analytics community. He has managed web analytics at the Chicago Mercantile Exchange and Salesforce.com. He was one of the early founders of Omniture, a leading web analytics technology firm and has also provided consulting services via Web Analytics Demystified. Mr. Greco has written hundreds of web analytics blog posts and also authored the definitive book on Adobe SiteCatalyst. He has also presented at numerous industry events, co-presented the Beyond Web Analytics podcast and was a nominee for the industry's most influential contributor.

Will Snell

Will Snell, Director of Business Analytics, Chicago White Sox

Will Snell is the director of business analytics for the Chicago White Sox, having recently joined the organization in July of 2017. In his role, he is responsible for the development and implementation of the White Sox business analytics strategy. Prior to joining the White Sox, Will spent 5 years with the athletic footwear retailer The Finish Line, helping build their centralized business analytics team, and has also worked for Amazon Fulfillment. Will received his BS in Finance and Supply Chain Management and Masters in Business Analytics from Indiana University's Kelley School of Business.

Johnathon Weber

Jonathan Weber, Data Evangelist, LunaMetrics

Jonathan Weber is a Data Evangelist at LunaMetrics, focusing on bringing the strategic value of data analysis to customers. He spreads the principles of analytics through LunaMetrics training seminars and loves analytics so much he even wrote a book on it! Before Jonathan caught the analytics bug, he worked in information architecture. Away from the computer, you can find him as a flower farmer and plant geek.

Marilee Yorchack

Marilee Yorchak, CAE, Executive Director, Digital Analytics Association

Before joining the DAA, Yorchak served as Executive Director of the Colorado Chapter of the Business Marketing Association (BMA), where she presided over the organization's growth from 75 to more than 500 members. She is a Certified Association Executive (CAE), with a Bachelor of Science degree in Marketing from the University of Colorado-Boulder and an MBA from New Mexico State University.

She is well regarded in her profession. She was named "Communicator of the Year" by BMA Colorado and "Association Professional of the Year" by the Colorado Society of Association Executives, and, while in graduate school, she was awarded a Kleid Fellowship from the Direct Marketing Association. She is a frequent speaker/panelist at association executive events. She served on the national editorial advisory board for Association News, and is currently the chair of the editorial committee for the Colorado Society of Association Executives. She is also on the advisory board for the University of Northern Colorado Monfort College of Business, Department of Marketing.