DAA San Francisco 2017

DAA Symposium San Francisco 2017


601 Townsend Street
San Francisco, CA 94103


Agenda subject to change

Time Session Title / Abstract & Speaker

11:00am – 12:30pm

Women in Analytics Luncheon
Cost: $20
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, attendees will enjoy lunch, followed by a presentation by Vicki O'Meara, CEO of AnalyticsPros.

All are welcome to attend this event

Saap Ver Thai Restaurant
88 Division Street
San Francisco, CA 94103

Vicki O’Meara

Register Here

12:15pm – 1:00pm

Registration and Networking

1:00pm – 1:10pm


Arun Bhattacharya
Product Marketing Director, Analytics Cloud

1:10pm – 1:20pm

Introduction to the DAA

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

1:20pm – 2:00pm

Artificial Intelligence for Marketing: Getting Started

AI and machine learning are coming at us fast. You need to know the basics and the practical applications. Starting with a quick over view of AI and ML (hold the math!), you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

Key Takeaways

  • How Machine Learning Works for Marketing
  • What Machine Learning Cannot do for Marketing
  • How to Onboard AI and ML into Your Organization

Jim Sterne

Founder, eMetrics Summit & Digital Analytics Association

President, Target Marketing

2:00pm – 2:05pm

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.

2:05pm – 2:20pm

Community Presentation: Master Customer Marketing by Watching Romantic Comedies

Alexa Hubley
Customer Marketing Strategist

Romantic comedies provide real lessons in building empathy and trust, like why using hyper-personalized marketing inspires customers to fall (truly, madly, deeply!) in love with your product. And the results back it up. In a recent campaign targeted at moving monthly customers to annual plans, we earned Unbounce $700k in annual recurring revenue and saw 4x increase in annual subscriptions…in just 6 months.

2:20pm – 2:35pm

Community Presentation: Building a Testing Center of Excellence

David Rogers
Testing, Optimization and Analytics Strategy

Dave will describe the necessary components of a CoE, and share tips and tricks for best practices. He also will diagram roles and responsibilities with governance.

2:35pm – 3:15pm

Panel: Analytics Product Managers

Ever wondered what’s it’s like to be a Product Manager for an Analytics product? Join PMs to hear about their experience for insights into how the analytics products you love so much are built their experience and insights.

Moderator: David McBride
Director of Product Management
Watson Customer Experience Analytics

Ben Gaines
Group Product Manager

Krista Seiden
Product Manager, Firebase Analytics

Cynthia Tam
Director of Product Management

3:15pm – 3:45pm

Networking Break


Birds of a Feather

Join your colleagues for a facilitated, but informal interactive exchange of ideas of various issues in analytics.

4:20pm – 4:25pm

Because Data Collection is Hard

Jordan Jensen
Sales Executive


Community Presentation: What Data Doesn’t Tell You

Sarah Main
CEO and Founder
Reach Social

Entrepreneurship and data instinctively go hand and hand, metrics are the guiding principle of exactly what is going on at all times within a business, but what it doesn’t tell you is “why”. As entrepreneurs, we must articulate our “why” and understand our customers “why” in unison in order to create a successful start-up.


Community Session: Finding the Correct KPI to Measure

Caitlin Anderson
Marketing Experimentation Manager


Using User Behavior Data and Experimentation to Improve Customer Experience

Kuntal Goradia
Director, Customer Experience Analytics & Experimentation


Data Science and the Digital Analyst's Career Roadmap

Tim Wilson
Senior Partner
Analytics Demystified

Somewhere along the spectrum of “logging into Google Analytics” and “the machines are in control” is the world of the power analyst who interacts with the data on the fly, applies statistics to large data sets, and develops interactive visualizations that go well beyond the capabilities of Excel. Those power analysts are operating on the fringes of the domain of the "data scientist" -- a role for which no one can really agree on a concrete definition! In this session, Tim -- who has never claimed to be and never will claim to be a data scientist -- will share what he has learned from trying to understand the scope and nature of that role. And, beyond that, how he has as a digital analyst, expanded his skills to "program with data" with R, and increased his value to the organizations with which he works as a result. While you will not leave the session with an explicit roadmap for your career, you will almost certainly leave it with a new perspective of the many opportunities for professional growth that are just waiting for you to reach out and grab them.


Closing Remarks

Arun Bhattacharya
Product Marketing Director, Analytics Cloud

6:00pm – 7:00pm

Networking Reception



Members of the DAA: $75
Non-Members: $125
Students: 75% off. 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 October 3, 2017. Cancellations received in writing prior to October 3, 2017 will be refunded 50% of the registration fee paid.



One Star

Google Analytics 360 Suite IBM IBM


EY Society



Women in Analytics Luncheon

Sponsorship Opportunities

Interested in sponsoring the 2017 San Francisco 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.