DAA Seattle 2018

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16070 NE 36th Way
Building 33
Redmond, WA 98052

Agenda to be confirmed.

Time Session Title / Abstract & Speaker

12:15pm - 12:45pm


12:45pm - 12:55pm

Welcome Remarks

Emcee: Charles Farina, Analytics Pros

1:00pm - 1:05pm

Host Sponsor Welcome

1:10pm - 1:50pm

7 Essential Principles to Design Intuitive Data Stories

In working with hundreds of organizations over the years, Zack has noticed a common problem the majority of companies struggle with. They've invested significant time, energy and money in gaining access to their data and preparing it for use in the business. Yet they overlook one critical piece of the puzzle: developing capabilities to clearly visualize all of their information.

In this presentation you will learn visualization principles you can apply to any Data Story you create. These design principles are often what separates a confusing Data Story from a clear one.

Zack Mazzoncini
Data Story Academy

1:55pm - 2:00pm

Sponsor Remarks: Google

2:05pm - 2:45pm

The Value of Marketing Data in a Digital Supply Chain

For too long Marketers have been at the end of the data food chain; Limited to nightly batched extracts, one-way data feeds, and manual uploads. But in the context of a rapidly evolving landscape of predictive modeling, data science, and machine learning Marketing holds some of the earliest signals of customer intent. In this session Madelyn Mills will talk about how Providence St. Joseph Health is integrating Marketing signals into the their data supply chain, propose a maturity framework for evaluating your digital maturity, and look forward at how Marketing data can influence the clinical customer experience.

Madelyn Mills
Director of Analytics and CRM
Providence St. Joseph Health

2:45pm - 2:50pm

Sponsor Remarks: IBM

2:50pm - 3:15pm

Networking Break

3:15pm - 3:25pm

Intro to Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

3:30pm - 4:00pm

Analytics Solutions Roundtables

In this interactive session, attendees will have the opportunity to discuss key analytics topics with industry thought leaders. Topics will be announced at the symposium

4:05pm - 4:45pm

Multi-Touch Marketing Attribution: Evolving the Outcomes and Optimization

Most people would agree that Multi-Touch Attribution (MTA) is better in concept than a last touch model. Modeling all recent marketing touches to sales and site traffic requires complex data prep and some smart modeling work. However, once the MTA insights arrive, the hard describework has just begun. How do you integrate MTA into the many different processes of a complex organization? We’ll cover some highlights on how we built out our MTA technical and tactical muscles in Nordstrom’s marketing organization.

Turner Gutmann
Sr. Program Manager - Marketing Analytics

4:50pm - 5:00pm

Closing Remarks and Raffle

Emcee: Charles Farina
Director of Growth and Development
Analytics Pros

5:00pm - 6:00pm

Networking Reception



  Regular Early Bird (before October 25, 2018)
DAA Members $75 $50
Non-Members $125 $95
Students* $40 $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.


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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 25, 2018. Cancellations received in writing prior to October 25, 2018 will be refunded 50% of the registration fee paid.


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Interested in sponsoring the 2018 Seattle 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.