DAA Los Angeles 2018

12:15pm - 1:00pm

Registration and Networking

1:00pm - 1:15pm

Welcome Remarks

Emcee: Mark Osborne
Senior Director, Client Success
ConversionLogic

1:15pm - 1:25pm

Introduction to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

1:30pm - 1:40pm

Host Sponsor Welcome
Warner Bros

1:45pm - 2:15pm

Search Engine Marketing in the Age of Robots: How Do You Stay Relevant Today and Tomorrow When AIs Determine Search Results?

Jeff Ferguson
CEO
Fang Digital

While artificial intelligence has been discussed as the "next big thing" for years, search engine companies like Google, Bing, and Amazon have made it a reality. They are using AI systems to write the next generation of organic search ranking algorithms, and generate the best performing ad copy for paid search advertising. These systems have already taken great strides to make AI a part of our lives by moving beyond just providing results for search queries to actually answering questions. Jeff reviews the current state of AI in search engine marketing and where it is headed in the very near future..

2:20pm - 2:25pm

Visualize the Customer Journey

David McBride
Director of Product Management
Watson Customer Experience Analytics
IBM

2:30pm - 3:00pm

How to Conquer a New Platform in 5 Easy Steps

Michelle Kempner
VP, Operations
BuzzFeed Entertainment Group

BuzzFeed is a global cross platform distributed network publishing content across multiple platforms including its own apps, BuzzFeed.com, YouTube, Facebook, Snapchat and Instagram. BuzzFeed has over 9 billion monthly content views, 200 million monthly unique visitors and publishes to over 30 platforms. BuzzFeed’s Tasty reaches 500 million people a month and has gained over 85 million page likes in less than two years to become the largest food brand on Facebook. While the Ladylike Youtube channel launched in 2017 and surpassed 1 million subscribers within 2 months in an already crowded ecosystem on YouTube. BuzzFeed continues to find ways to grow on platforms old and new.

So how does BuzzFeed do this?

In this session Michelle Kempner, who leads operations, social publishing, platform strategy and data across BuzzFeed Entertainment Group, will discuss how the company uses data and an audience driven approach to drive scale on platforms. Michelle will also discuss how BuzzFeed’s feedback loop and insights have helped them launch and expand more global franchises like Nifty, Goodful, Bring Me and more.

3:00pm - 3:30pm

Networking Break

3:30pm - 4:15pm

Data Storytelling: Different Ways of Visualizing & Representing Data

Tim Degner
Communications Designer
Nike

Tim has been one of the DAA’s highest ranking speakers; his talk will explore the endless design solutions for displaying and interrupting data. Tim will utilize one data set with 30+ unique approaches to visually represent the information.

4:20pm - 4:50pm

Politics of Attribution

Justin Goodman
Director of Analytics
AnalyticsPros

While attribution often comes with many technical challenges, sometimes the greatest challenge is not technical at all. Navigating the impact of an attribution model requires political finesse. Moving past the tech, let’s talk through some of the struggles you may face rolling out attribution models.

4:55pm - 5:45pm

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

5:45pm - 6:45pm

Networking Reception and Exhibits