DAA Toronto Symposium 2019

25 York Street
3rd Floor
Toronto, ON M5J 2V5


Session Title / Abstract & Speaker

12:15pm - 1:00pm Registration
1:00pm - 1:10pm Welcome Remarks
1:10pm - 1:50pm Lessons Learned after Two Decades of #Measure

A lot has changed and some things have remained the same in the 20 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

1:55pm - 2:35pm Building a Data-Driven Culture at Telus

Telus Digital is the driving force behind the Telus Digital Transformation strategy. A core value of Telus Digital is “data over opinion”.The growth of the Analytic and Insights team is proving how ingrained this is. The analytics team evolved from providing insights to drive decisions to implement A/B and multivariable testing, and personalization.  In this session, you will learn how this transformation has happened and the lessons along the way.

Fernando Alfaro, Sr. Data Architect, Telus
Sonia Kapur, Product Manager, Telus
2:35pm - 3:00pm Networking Break
3:00pm - 3:10pm Introduction to Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

3:15pm - 3:55pm 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

4:00pm - 4:40pm Interactive Roundtable Session

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

4:40pm - 4:50pm Short Break
4:50pm - 5:30pm How to Present Test Results to Inspire Action

As a CRO, you are certainly familiar with everything it takes to get a test out the door. From setting up your tools and tags, to gaining stakeholder buy-in, and most importantly, determining how to act on test outcomes, you expertly balance art and science to make sure your testing program is successful. But how do you cram the life story of each test into a presentation to your product team—or even more challenging—to senior management? In this talk you’ll learn a different approach: the formula for tailoring a results-focused presentation to effectively communicate your message and inspire action from your audience. We’ll discuss culture-shifting techniques to enable your organization to embrace calculated risk, realize the importance of hypothesis driven experimentation, and demonstrate how testing brings you closer to your users.

Valerie Kroll
Optimization Director
Search Discovery

5:30pm - 5:35pm Closing Remarks & Raffle
5:35pm - 6:30pm Networking Reception

Mix and mingle with your digital analytics peers, and our symposia sponsors. Beer, wine and refreshments will be served.


Exchange rate as of 02/21/19

DAA Members $75 ($99 CAD)
Non-Members $125 ($165 CAD)
Students* $40 ($53 CAD)

*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.

Contact Us should go to symposia@digitalanalyticsassociation.org

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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 complete this form to receive the group discount code to register your group.

Cancellation and Refund Policy:
Cancellation and Refund Policy: No refunds will be given for cancellations received after April 8, 2019. Cancellations received in writing prior to March 27, 2019 will be refunded 50% of the registration fee paid.



Women in Analytics:


Interested in sponsoring the 2019 Philadelphia 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.