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

Artificial Intelligence for Marketing: Getting Started

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

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

11:15am - 11:45am

Speaker from BECU to be announced

11:50am - 1:15pm

Luncheon sponsored by Microsoft

Kajoli Tankha
Senior Director, Research

1:15pm - 1:45pm

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.

1:50pm - 1:55pm

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.

2:00pm - 2:30pm

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 randomization, training, cross validation, scoring, and conversion attribution in a causal model of advertising's effects. Thanks to this method, Netflix has benefited by identifying many cases where traditional models were either overspending or underspending, leading to a significant improvement in the return on investment of advertising.

2:35pm - 3:05pm

Sara Beck
Data Scientist

3:05pm - 3:30pm

Networking Break

3:30pm - 4:15pm

Birds of a Feather

Join your colleagues for a facilitated, but informal interactive exchange of ideas of various issues and topics in analytics, such as:

  • 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

4:20pm - 4:25pm

Closing Remarks

Emcee: Tina Munro
Director of Marketing
eSage Group

4:30pm - 5:30pm

Networking Reception



(Includes Women in Analytics Luncheon for all registered attendees)

Members of the DAA: Early Bird $75 | Standard $99 
Non-Members: Early Bird $125 | Standard $150
(Early bird cutoff is October 26, 2017)
Students: $40. 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 26th, 2017. Cancellations received in writing prior to October 26th, 2017 will be refunded 50% of the registration fee paid.


Host and Women in Analytics


One Star

Google Analytics 360 Suite IBM


EY Society
Analytics Pros
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.