Dallas Symposium 2017 Agenda

Time Abstract and Title


Registration & Networking




Welcome Remarks

Emcee: Dave Gatdula, Digital Paid Media & SEO Marketing Analyst, Commercial Services Analytics Hilton


Introduction to the Digital Analytics Association

Learn about the DAA’s mission, vision and goals for the year. If you’re not currently a DAA member, you’ll learn why being a part of this organization is vital to your analytics career.

Marilee Yorchak, Executive Director, Digital Analytics Association


What Makes a Great Analyst?

Jim Sterne, Founder, eMetrics Summit & Chairman, DAA


Winning the Peak Season by Omnichannel Analytics

What does holiday peak season mean for omnichannel retailers, and how to combine online and offline data to generate powerful insights which drive traffic and sales through all channels.

Kinjal Shah, Director of Analytics, JC Penney


Visualize the Customer Journey

Quantify and visualize complete, cross-channel customer journeys--individually and in aggregate--across devices and over time. Always know where customers are in the journey and learn how activity in one channel impacts performance in another. Replicate the top performing paths and weed out the troublesome ones

Ana Cardenas, Product Manager, IBM Watson Customer Experience Analytics, IBM


Networking Break


Birds of a Feather Discussions

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


Tracking SEO Campaign Effectiveness in a Keyword Not Provided World

In a world where funnels and conversions mean everything, the challenge of tracking organic SEO campaigns has become increasingly difficult. With the removal of Keywords from Google Analytics, continual updates and algorithm tweaks, we can no longer use just one tool, but must employ a combination of several. Learn how to overcome this challenge to successfully track and measure SEO campaign effectiveness for Local, Multi-Location and Enterprise brands, and understand the tools we use to make it happen.

Bernadette Coleman, CEO, Advice Local


Title TBD

Ed Hewett, Sr. Manager, Digital Analytics Data Strategy, Hilton


Closing Remarks

Emcee: Dave Gatdula, Digital Paid Media & SEO Marketing Analyst, Commercial Services Analytics Hilton


Networking Reception