DAA Philadelphia Symposium 2017

DAA Symposium Chicago 2017

Philadelphia Symposium

Thursday, October 19, 2017

Drexel University
3210 Chestnut Street    
Philadelphia, PA 19104

Ethics in Analytics

It’s up to us as individuals, and our own ethical standards, to decide which part of a data story -- favorable, neutral, or unfavorable -- to tell. At best, these practices hide land mines, and prevent defusing them. At worst, they lie about the data and misstate financial performance. Some analysts and business leaders comply. Others want to learn how best to handle that pressure.

Through info-packed presentations and breakout sessions, you’ll learn:

  • How to determine if data, calculations, analysis, visualizations, and conclusions are trustworthy or skewed
  • How analysts determine their responsibility to represent data accurately and honestly
  • Suggestions on how best to handle situations in which you’re asked to report information contrary to what the data tells you
  • How to educate yourself and your stakeholders on how and why an analytical approach is valid and provides the best information to make the optimum business decision

This symposium is critical for anyone who produces and supplies analysis to those who consume and make business decisions based on reports or analysis.


Time Session Title / Abstract & Speaker

12:15pm - 1:00pm

Registration and Exhibit Showcase

1:00pm - 1:15pm

Welcome and Opening Remarks

Philadelphia Symposium Planning Team

1:15pm - 1:25pm

Intro to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analysis Association

1:30pm - 2:00pm

Keynote Speaker: In an Era of "Fake News" and "Fake Math," Can Data Analytics Save Us All?

Simon Dumenco
Editor-at-Large and Media Columnist
Ad Age

We live in a time when "alternative facts" are presented as truths, verifiable facts are derided as untruths and the statistics served up by various media outlets and politicians have more in common with fantasy than math. The discipline of data analytics — the art and science of interrogating information — has never been more urgently necessary. Maybe, just maybe, you're the hero we need (but probably don't deserve).

2:05pm - 2:10pm


2:20pm - 2:50pm

The Ethics of Data

Jeffrey Oak, PhD
Senior Vice President, Corporate Responsibility
Bon Secours Health System, Inc.

This session will utilize case studies to illustrate the ethical issues that can play out when there is pressure to manipulate data in order to tell a "desirable"–or desired–story. In the face of this kind of pressure, examples of moral disengagement—when our normal processes of self-regulation are disrupted—will be discussed. In addition, strategies both for resisting pressure and for guarding against moral disengagement will be explored.

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

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.

  • Data Governance & Analytics Best Practices
  • A/B Testing & Optimization
  • Campaign/Promotional Tracking & Analysis
  • Optimizing How Analytics is Delivered
  • Multichannel Attribution Best Practices
  • Ai/Machine Learning in Analytics
  • Mobile App Analytics
  • How to Manage an Analytics Team
  • Measuring Engagement
  • Content Performance
  • KPIs
  • Surviving Organizational Challenges/Silos
  • Growing an Analytics Culture within Your Organization

4:05pm - 4:35pm

Ethical Analytics: Creating Data-Driven Culture

Sam Ruchlewicz
Senior Strategist

This talk will focus on the intersection of business, data and ethics — beginning with the case for creating a data-driven culture then delving into the common pitfalls, ethical issues and flawed processes that undermine that culture. The three take-aways for attendees will be: (1) practical, actionable tactics that can help anyone — from a junior analyst to a c-level executive — uncover if data or the story it purports to support are being manipulated; (2) proven approaches for how organizations can implement a data-driven culture and secure buy-in from stakeholders of all levels; (3) example principles & processes that can be used to support an ethical, data-driven culture.

4:40pm - 5:10pm

Three's a Crowd? Analytics, Ethics, and Agencies – The Independent Auditor and the Dollar Dilemma

Matthew Wakeman
Senior Director, Analytics & Strategy
EPAM Systems

Agencies often get pulled into the fray when big decisions are made – sometimes because they have the most experience with the data, sometimes because everyone gets pulled in, and once in a while, because they’ve become trusted advisors. But how do agencies handle the grey areas – the situations where short-term and long-term incentives might conflict, or where agency incentives might conflict with the client's best interest? Enjoy some observations, a few anecdotes, and maybe even some ideas about how agency teams can approach these questions.

5:15pm - 5:25pm

Closing Remarks & Raffle

5:30pm - 6:30pm

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.


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


One Star

Google Analytics 360 Suite IBM


EY Society EY Society EY Society


Google Analytics 360 Suite


Sponsorship Opportunities

Interested in sponsoring the 2017 Philadelphia 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.