DAA Dallas 2018

5236 Tennyson Parkway
Building 3 - Great Room
Plano, Texas 75024-3544

Agenda subject to change

Time Session Title / Abstract & Speaker


Registration and Networking


Welcome Remarks


Introduction to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association


Host Sponsor Remarks

Kimberly Rutigliano
Managing Director, Masters of Data Science
SMU Continuing and Professional Education


Stubborn Customers: Coaxing the Curmudgeons in a Digital Age

Aaron Rubi
Director, Decision Science Analytics

Many firms built their digital assets believing that “If you build it, they will come.” While consumers have largely shifted to digital channels for routine transactions, customers often still rely on the personal touch of in-person sales or phone-representative contacts, or even just ignore new digital features altogether. In this presentation, we’ll address some of the myths around digitally-inactive customers, and discuss four methods for convincing customers to shift to digital self-service. Additionally, we’ll share some of the cross-channel techniques and lessons-learned that have helped us influence decision-making amongst Senior Executives.


May the Best Ideas Win (They Usually Do)

Merritt Aho
Marketing Director, Testing & Optimization
Dun & Bradstreet

Research and good prioritization alone will not get the best tests on your roadmap. If ideation isn't a core competency in your growth program, you're behind in your game. Walk away from this presentation with the right mindset and a toolbox of ideation methods to make your optimization better. Do it right and you'll not only win more, you'll have more people in your organization engaged in and excited about optimization.


Introduction to Google Data Studio


Data’s ‘Social DNA’: Decoding the People Behind the Data

Valarie J. Bell, M.A., Ph.D.
Computational Social Scientist,
Instructor of Digital Communication Analytics
University of North Texas
Mayborn Graduate Institute of Journalism

Aimed at analysts and other professionals who need to understand and draw actionable insights from data -- be those data consumer, social, financial, economic, etc. If you need to predict, explain, or otherwise understand the dimensions of human behavior, motivations, judgment & decision-making, and emotions, and how they're connected with your data, then you won't want to miss this presentation.


Networking Break


Interactive Roundtables

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

Topics include:

  • Reporting & Analysis - Best Practices
  • Data Governance & Analytics Best Practices
  • Optimizing How Analytics is Delivered
  • A/B Testing & Optimization
  • KPIs



Women in Analytics Session sponsored by Blast Marketing

The DAA Women in Analytics (WiA) community is open to all DAA members interested in supporting gender equality within the profession, and helping female analysts thrive. The mission of the WiA community is 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 initiatives, this panel discussion will cover a variety of topics, including the future of analytics, mentorship, and perspectives on various topics within analytics from panelists with different roles within the analytics industry.

Halee Kotara
Senior Analytics Consultant
Blast Analytics & Marketing


Marcela Gutierrez
Digital Analytics Manager

Tory Marpe
Senior Vice President, Analytics

Rebecca Visconti
VP, Strategy


Analytics Driven Business Management

Vamsee Chennareddy
Director of Analytics and Research

At Intuit’s Pro Connect group, we are driving step change in how we use data to make business decisions and drive revenue outcomes.  We are in a low growth industry serving Tax Preparers and Accountants, so finding dollars is extremely hard.  But, the way we setup our analytics teams and how we embed ourselves to solve difficult business problems is yielding positive results for the past 5 years.  This session is useful for any team leader wanting to establish business presence and take ownership of revenue outcomes and wanting to find unique ways to help business leaders excel.   

Attendees will learn:

  • What data problems should you solve through analytics first
  • How to identify opportunity in business
  • How to capitalize on future data trends to help business leaders excel


Closing Remarks


Networking Reception



Members of the DAA: $75
Non-Members: $125
Students: $40. This discount applies only to students enrolled full-time in an accredited university program.
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!

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 April 24, 2018. Cancellations received in writing prior to April 24, 2018 will be refunded 50% of the registration fee paid.


One Star


Women in Analytics


Sponsorship Opportunities

Interested in sponsoring the 2018 Toronto Symposium? Download the sponsorship prospectus or contact Matt Dirks for more information.

You can also learn more about Digital Analytics Association Symposium sponsorship opportunities here.