DAA Dallas Symposium 2017

DAA Symposium Dallas 2017

Dallas Symposium

Wednesday, May 24, 2017

JCPenney Headquarters
6501 Legacy Dr
Plano, TX, 75024

Agenda subject to change.

Time Session Title/Abstract & Speaker


Registration & Networking


Welcome Remarks

Emcee: David Gatdula, Digital Analytics Specialist & DAA Dallas Chapter Leader


Introduction to the Digital Analytics Association

Learn about the DAA’s mission, vision and goals for the year. If you’re not currently a DAA member, you’ll learn why being a part of this organization is vital to your analytics career.

Marilee Yorchak, Executive Director, Digital Analytics Association


What Makes a Great Analyst?

Being a great analyst comes after leaning to collect data, twiddle bits and generate reports. It’s about an innate sense of curiosity, the ability to think laterally, and the capacity to fully engage with those trying to make business decisions. Whether you consider yourself a data artist or a data detective, your ability to translate hard numbers into actionable insights depends on creativity, communication skills and a willingness to embrace ever-changing technologies.

Jim Sterne, Founder, eMetrics Summit & Chairman, DAA


Winning the Peak Season by Omnichannel Analytics

What does holiday peak season mean for omnichannel retailers, and how to combine online and offline data to generate powerful insights which drive traffic and sales through all channels.

Kinjal Shah, Director of Analytics, JCPenney


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, Product Manager, IBM Watson Customer Experience Analytics, IBM


Networking Break


Birds of a Feather Discussions

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

  • Content Performance
  • A/B Testing & Optimization
  • Campaign/Promotional Tracking & Analysis
  • Data Governance & Analytics Best Practices
  • Reporting & Analysis - Best Practices for Providing Added Value and Proactivity


Tracking SEO Campaign Effectiveness in a Keyword Not Provided World

In a world where funnels and conversions mean everything, the challenge of tracking organic SEO campaigns has become increasingly difficult. With the removal of Keywords from Google Analytics, continual updates and algorithm tweaks, we can no longer use just one tool, but must employ a combination of several. Learn how to overcome this challenge to successfully track and measure SEO campaign effectiveness for Local, Multi-Location and Enterprise brands, and understand the tools we use to make it happen.

Bernadette Coleman, CEO, Advice Local


Driving Success With New Analytics Initiatives

Analytics practitioners are confronted with a seemingly unending stream of requests to deliver critical analysis, inform key business projects, and facilitate improved user experiences.  Fortunately, digital analytics lies at the crossroads for many key business disciplines. The unique position provides digital analytics practitioners the opportunity to beg, borrow, and steal best-in-class practices from other disciplines which have the potential to improve every analysis, project and experience.

Ed Hewett, Sr. Manager, Digital Analytics Data Strategy, Hilton


Closing Remarks

Emcee: David Gatdula, Digital Analytics Specialist & DAA Dallas Chapter Leader


Networking Reception



Members of the DAA: Early Bird $50 | Standard $75
Non-Members: Early Bird $95 | Standard $125
Students: 75% off. Please contact us to receive the discount code to register as a student.
(Early bird cutoff is May 3, 2017)


Not a DAA Member? Join today to save on your Symposium Registration!

Join Today

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 March 28th, 2017. Cancellations received in writing prior to May 3, will be refunded 50% of the registration fee paid.


One Star

Google Analytics 360 Suite IBM




JC Penney


Reception Sponsor

Adobe Logo

Sponsorship Opportunities

Interested in sponsoring the 2017 Dallas 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.