DAA New York 2018

Metlife Corporation
200 Park Avenue
2nd Floor Conference Center
New York, NY 10017

Agenda subject to change

Symposium registration is now closed
Time Session Title / Abstract & Speaker

1:15pm - 2:00pm

Registration and Networking

2:00pm - 2:10pm

Welcome Remarks

David Millrod
Managing Partner
Insight Rocket
& DAA New York Chapter Leader

2:15pm - 2:25pm

Introduction to the Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

2:25pm – 2:30pm

Introduction to Google Data Studio

2:30pm - 3:00pm

Doing Something Different with Your Everyday Tool: Building a Regression Model with Excel

Sangah Bae
Director of Analytics

You can add another trick to your all-time favorite, Excel. In this session, Sangah Bae will present an overview of the concept of regression and will provide step-by-step instruction on how to build a simple regression model using Excel. Use cases will be explained.

3:05pm - 3:10pm

Integrating Analytics Silos for Insight That Drives Business Outcomes

Brian Donnelly, CWA,
Global Product Marketing
IBM Watson Customer Experience Analytics

3:15pm - 3:45pm

My Favorite Implementation Tips and Tricks

Adam Greco
Senior Partner
Analytics Demystified

When it comes to digital analytics, there is no definitive playbook. Whether you use Adobe Analytics or Google Analytics, you have a platform that does somethings for you, but the real value comes from customizing it to your business with your own KPI's. To do this, you have to decide what to implement to collect the data you need to make business decisions and improve conversion. In this session, Adam Greco, who has been associated with thousands of analytics implementations, will share some of his favorite digital analytics implementation tips and tricks that you can consider bringing back to your organization.

3:45pm - 4:15pm

Networking Break

4:15pm - 4:45pm

Interactive Roundtable Sessions

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

  • Attribution (MMM and MTA) Best Practices
  • A/B Testing & Optimization
  • Data Democratization
  • AI-Powered Analytics
  • GDPR: Overview and How to Prepare
  • Content Performance
  • Data Governance & Analytics Best Practices
  • Campaign/Promotional Tracking & Analysis
  • Reporting & Analysis - Best Practices for Providing Added Value and Proactivity
  • Data Integration/Onboarding
  • KPIs
  • Optimizing How Analytics is Delivered
  • Surviving Organizational Challenges/Silos

4:50pm - 5:20pm

Women in Analytics: Mentorship

Sponsored by Blast

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, our panelists will speak on the benefits of participating in a mentorship program.


Aimee Bos
Director, Analytics Strategy
Blast Analytics & Marketing


Valerie Kroll
Director, Digital Analytics and Optimization


Maggie Bekele
Social and Housing Statistics
UN Department of Economic & Social Affairs

Krystal Solcich
Senior Manager, Digital Analytics Implementation Strategy
Pitney Bowes

5:25pm - 6:00pm

Location Data is Opening New Doors for Retailers: Here’s How

Drew Breunig
Senior VP, Strategy

The customer decision journey is no longer linear, so the method for understanding and measuring it shouldn’t be either. Location-driven insights are constructing a new lens of customer engagement and acquisition, leading to innovation among retail brands.

In this session, Drew will reveal:

  1. How location data is reinventing the approach to understanding, delivering creativity to, and measuring the effectiveness of retail marketing. PlaceIQ will also reveal how brands are innovating by creating the "market areas" of the future, using these location-based audiences to craft more resonant media campaigns, and ensuring that marketing dollars aren't wasted on targeting inefficiencies.
  2. How retailers like Urban Outfitters and Shinola are putting location data into action, to better engage with customers and accurately attribute store visits to marketing spend.

6:00pm - 6:10pm

Closing Remarks & Raffle

6:10pm - 7:00pm

Networking Reception


Registration is now closed for the New York City symposium

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


Interested in sponsoring the 2018 New York 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.