DAA Seattle Symposium 2017

DAA Symposium Seattle 2017

Seattle Symposium

Thursday, November 16, 2017

16070 NE 36th Way
Building 33
Redmond, WA, 98052

Time Session Title / Abstract & Speaker

9:15am - 10:00am

Registration and Networking

10:00am - 10:10am

Welcome Remarks

Emcee: Tina Munro
Director of Marketing
eSage Group

10:15am - 10:20am

Introduction to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

10:25am - 11:10am

Fireside Chat: Interactive Discussion on the Current State of AI and Its Promise for the Future

Tina Munro
Director of Marketing


Jim Sterne
Founder, eMetrics Summit & Digital Analytics Association
President, Target Marketing

Ian Thomas
Senior Director, Program Management, Data & Analytics

Join Jim Sterne and Ian Thomas for this lively, interactive discussion on the present state of AI and where it is headed.

11:15am - 11:45am

What Do You Mean We Don’t Have a Shopping Cart?

Brian Knollenberg
VP, Member Insights and Strategies

BECU is the leading not for profit credit union in the NW, and largest in the country based on community charter. In the Seattle area approximately 1 out of every 4 persons is a member of BECU. After 18 years working on digital and marketing analytics almost exclusively focused on immediate revenue impact, Brian joined BECU to lead the marketing technology, digital channels, paid media and marketing analytics. Financial Institutions pose unique challenges and opportunities to leverage data. Join me to talk about how we organize for success and use data to make the credit union work better for our members, and even for our business.

11:45am - 11:50am

Visualize the Customer Journey

David McBride
Director of Product Management
Watson Customer Experience 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.

11:50am - 12:10pm

Design & Data Viz: Crash Course

Tim Degner
Graphic and Communication Designer

Tim will explore design solutions for displaying and representing data. He will demonstrate industry best practices for visualizing information, as well as dive into secrets of effective visual communication. Tim will explain his process for creating designs for his clients. He'll teach you things you could start using immediately for creating more engaging design experiences.

12:20pm - 1:30pm

Luncheon sponsored by Microsoft

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 mission and activities, attendees will enjoy lunch, followed by a presentation by Kajoli Tankha, Senior Director, Research of Microsoft.

The Women in Analytics Luncheon is open to all registered Seattle symposium attendees.

1:30pm - 2:00pm

Multi-touch Attribution Modeling at Nordstrom

Sara Beck
Data Scientist

Nordstrom uses an ensemble of models to attribute sales, new customers and unique daily visitors from Full Price, Digital and Rack lines of business to digital and direct mail marketing touches. By implementing a combination of multiple time-series and Bayesian machine learning methodologies, Nordstrom data scientists move beyond a traditional 7-day last click model by incorporating a longer history of marketing touches, leveraging past business learnings to improve the model and attribute a percentage of each sale to multiple marketing touches. Using these methods, data scientists are able to obtain marketing attribution results for each customer and order combination. Time-series methods allow data scientists to use techniques such as backcasting for model governance, thereby always delivering a quality multi-touch attribution production model.

2:10pm - 3:00pm

Birds of a Feather: Interactive Roundtable Session 1

Join your colleagues for a facilitated, but informal interactive exchange of ideas of various issues in analytics. This session will run twice to allow attendees the opportunity to participate in more than one discussion.

3:00pm - 3:30pm

Networking Break

3:30pm - 4:00pm

Birds of a Feather: Interactive Roundtable Session 2

Join your colleagues for a facilitated, but informal interactive exchange of ideas of various issues in analytics. This session will run twice to allow attendees the opportunity to participate in more than one discussion.

4:10pm - 4:40pm

Incrementality Bidding and Attribution

Randall Lewis
Economic Research Scientist

The causal effect of showing an ad to a potential customer versus not, commonly referred to as “incrementality,” is the fundamental question of advertising effectiveness. In digital advertising three major puzzle pieces are central to rigorously quantifying advertising incrementality: ad buying/bidding/pricing, attribution, and experimentation. Building on the foundations of machine learning and causal econometrics, we propose a methodology that unifies these three concepts into a computationally viable model of both bidding and attribution which spans the randomization, training, cross validation, scoring, and conversion attribution of advertising’s causal effects. Implementation of this approach is likely to secure a significant improvement in the return on investment of advertising.

4:40pm - 4:45pm

Closing Remarks and Raffle

Emcee: Tina Munro
Director of Marketing
eSage Group

4:45pm - 5:45pm

Networking Reception



(Includes Women in Analytics Luncheon for all registered attendees)

Members of the DAA: Standard $99 
Non-Members: Standard $150
Students: $40. 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 October 26th, 2017. Cancellations received in writing prior to October 26th, 2017 will be refunded 50% of the registration fee paid.


One Star

Google Analytics 360 Suite IBM


EY Society
Analytics Pros

Host and Women in Analytics

Sponsorship Opportunities

Interested in sponsoring the 2017 Seattle 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.