DAA Austin 2019

12:15pm - 1:00pm

Registration

1:00pm - 1:10pm

Welcome Remarks

Emcee: Greg Allbright

1:10pm - 1:40pm

Delivering a High-Functioning, Strategic Analytics Team​

Drive your analytics organization to the next level! Learn how to become a high-functioning analytics team by developing and providing strategic internal consulting services designed to mature your organization's overall analytics practice and maturity. This session will cover proven techniques for measuring/baselining organizational maturity, methods for developing services and solutions to address identified areas of opportunity, and how to measure the impact of your team's work. Scope of discussion includes; Analytics Culture, Leadership, Tools, Resources, and Data Quality, Oversight, and Governance

Rusty Rahmer
Head of Enterprise Marketing and Digital Analytics Intelligence
The Vanguard Group

1:45pm - 1:50pm

Sponsor Remarks

Tealium

1:50pm - 2:20pm

My Favorite Implementation Tips and Tricks

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.

Adam Greco
Senior Partner
Analytics Demystified

2:20pm - 2:30pm

Host Sponsor Welcome

Brian Donnelly
Global Product Marketing Lead - AI Marketing & Customer Experience Analytics
IBM

2:30pm - 3:00pm

Networking Break

3:00pm - 3:10pm

Introduction to Digital Analytics Association

Marilee Yorchak, CAE
Executive Director
Digital Analytics Association

3:15pm - 3:50pm

Interactive Roundtable Session

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

3:50pm - 4:00pm

Short Break

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 - 5:25pm

Applications for Machine Learning in Shopper Measurement and Tracking

In this session, we’ll introduce the technology and analytics involved in tracking the customer journeys in the physical world. We’ll briefly survey the data collection technologies used, the type of data that gets generated and look at some basic visualizations to understand how the data lays out. Then we’ll deep dive into three areas where machine learning can be fruitfully applied. First, we’ll look at problems in data quality and the application of machine learning to identify the behavioral patterns of Associates vs. Shoppers. This is critical for extracting associate data from the core shopper data stream in retail analytics. Second, we’ll look at issues in “zone-stitching” – following the customer across camera zones. Zone-stitching is essential for accurate journey measurement using video technologies. Finally, we’ll look at store path optimization – a classic optimization model designed to identify the “best” path through the store for a given type of shopper.

Gary Angel
CEO
Digital Mortar

5:25pm - 5:30pm

Closing Remarks & Raffle

Emcee: Greg Allbright

5:30pm - 6:30pm

Networking Reception

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