DAA Philadelphia 2018

10:15am - 11:00am

Registration/Networking

11:00am - 11:10am

Welcome Remarks
Emcee: Danny Laws
President & CEO
DaBrian Marketing Group

11:15am - 12:30pm

Working Lunch/Roundtables
The Philadelphia symposium kicks off with lunch and an interactive roundtable session. Attendees will receive table numbers when they arrive at registration.

12:30pm - 12:35pm

Introduction to the Digital Analytics Association
Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

12:40pm – 12:45pm

Incentivizing User Data Collection: How Can Brands Act on This and Directly Leverage the Data?

Trust between brands and consumers on the internet is broken. Data is being indiscriminately collected behind the user’s back. If addressed in a transparent way and through value exchange, this personalized data can improve the accuracy of digital analytics and have a great impact on your marketing ROI and conversion. Come and find out about this concept and its direct application with Nicolas Hinternesch.

Nicolas Hinternesch
Digital Analytics Consultant
AT Internet

12:50pm – 1:30pm

Lessons Learned Over a Decade of #Measure

A lot has changed and some has remained the same in the ten years Adam has been in the #Measure space. Adam will deliver the most important things he has learned including tips around making web analytics successful, creating awesome implementations and career advice for those wanting to advance in web analytics. His industrial-strength observations are sure to make a personal difference to the work you do on a daily basis and for years to come.

Adam Greco
Senior Partner
Analytics Demystified

1:35pm – 1:40pm

Sponsor Remarks

Google

1:45pm – 2:25pm

Introduction to Artificial Intelligence for Marketing

AI and machine learning are coming at us fast. You need to know the basics and understand the practical applications. Starting with a quick overview 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.

You will learn:

• What are artificial intelligence and machine learning?
• How do they work?
• What are they good at?
• How are they useful in marketing?

Jim Sterne
Founder, eMetrics Summit
Founder, Marketing Evolution Experience
Co-Founder, Digital Analytics Association

2:30pm – 2:35pm

Connecting Customers to Journeys to Experiences for Breakthrough Analytics

Brian Donnelly
Product Marketing, Watson Customer Experience Analytics
IBM

2:35pm – 3:05pm

Networking Break

3:05pm – 3:45pm

Practitioner Corner: Let's talk shop!

In this session, we will hear the perspectives of two practitioners on various analytics topics, ranging from data privacy to industry trends.

Moderator: Quentin Jones
Vice President, Digital Analytics Technology
Barclaycard

Nehemiah Burney-Porter
Digital Analytics Director
Ram Media Group

Sarah Espinosa
Senior Account Manager
Adobe

3:50pm – 3:55pm

Snowflake: Revolutionizing Analytics via Modern Cloud DataWarehousing

Mike Gerardi
Regional Director, Mid-Atlantic
Snowflake

4:00pm – 4:40pm

Change Your View on Analytics: Think Success Planning

Savvy marketers know that tying marketing efforts to business goals is the ticket to better decisions and stronger results. As a matter of fact, studies have shown that marketers who link marketing metrics to business results are 3X more likely to hit revenue goals than those who don’t.

The problem is this: Although marketers want effective results, many find themselves faced with barriers to aligning marketing and measurement. A large majority of marketers (61%) struggle to access or integrate the data they need, 22% don’t have the tools or technology they need, and 26% struggle to get buy-in and support from executives.

Join this session to hear firsthand about the path that Kingspan – a European super-brand and global manufacturer of high performance insulation and building products – took to effectively scale barriers to effective measurement while launching an unfamiliar brand in the U.S. market. You will hear how Kingspan worked with Mower’s analytics team to implement an executive-friendly measurement framework that defined CFO-friendly KPIs upfront, while using data to predict and achieve positive ROI. You’ll leave with a sample measurement framework (a Success Plan) you can take back to your company to achieve similar results.

Mary Owusu
Vice President – Director, Digital Strategy & Analytics
Mower

4:45pm – 4:50pm

Closing Remarks and Raffle
Emcee: Danny Laws

4:55pm – 6:00pm

Networking Reception