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SUNDAY, FEBRUARY 7th - OPTIONAL/ADDITIONAL TUTORIALS
Sunday's conference program will be comprised of optional tutorial workshops style sessions from 1pm - 3pm!
4:00 PM - Super Bowl Party! We will be watching the big game that afternoon with fun activities too! Come to meet and mingle with fellow attendees before we kick-off the 2016 Analytics with Purpose conference the next morning.
MONDAY FEBRUARY 8th
Breakfast, lunch and breaks will be provided to all attendees!
8:45 AM - 9:45 AM - KEYNOTE PRESENTATION
Lerzan Aksoy, PhD, Prof of Marketing, Fordham University and Co-Author, The Wallet Allocation Rule, presenting with
Tim Keiningham, PhD, Chief Strategy and Client Officer, Rockbridge Associates and Co-Author, The Wallet Allocation Rule
Presentation: The Wallet Allocation Rule - Winning the Battle for Share
10:15 AM - 11:00 AM - CONCURRENT SESSIONS
11:20 AM - 12:05 PM - CONCURRENT SESSIONS
- Melanie Spring, Chief Inspiration Officer, Sisarina
Presentation: Rock Your Story: Numbers-Based Storytelling
- Giri Iyengar, Chief Architect, AOL Platforms
Presentation: Marketing to People, not Devices
- Sponsor Session! Varsha Damle, Associate Director, Sales Effectiveness, ZS Pharma, A Division of Astra Zeneca
Presentation: Driving Physician Targeting and New Product Introduction with Marketing Analytics at ZS Pharma, A Division of Astra Zeneca
1:15 PM - 2:00 PM - CONCURRENT SESSIONS
2:20 PM - 3:05 PM - CONCURRENT SESSIONS
3:30 PM - 3:35 PM - Lavidge Award Presentation
3:35 PM - 4:35 PM - KEYNOTE PRESENTATION
Chris Murphy, President, Millward Brown Analytics
Presentation: Insights2020 - Driving Customer-Centric Growth
4:35 PM - 6:00 PM - Evening Reception at the JW Marriott!
TUESDAY, FEBRUARY 9th
8:45 AM - 9:45 AM - KEYNOTE PRESENTATION
Dona Wong, VP, Digital Strategy & Communications, Federal Reserve Bank of New York and Author, The Wall Street Journal Guide to Information Graphics
Presentation: Telling Compelling Stories with Data
10:00 AM - 10:45 AM - CONCURRENT SESSIONS
- Colleen Jones, CEO, Content Science presenting with Melinda Baker, Director, Web Marketing, American Cancer Society
Presentation: Content Intelligence - Lessons Learned at American Cancer Society
- Seth Grimes, Founder, Alta Plana Corporation
Presentation: Text and Sentiment Analysis for Research and Insights
- Sponsor Session! Ajith Govind, Founder and CEO, Dextro Analytics with Manmit Shrimali, Founder and CEO, Dextro Analytics
Presentation: Integrating the Art of Decision-Making and Science of Machine Learning – The Next-Gen Marketing Mix Modeling
11:05 AM - 11:50 PM - CONCURRENT SESSIONS
Chris Goward, Founder and CEO, WiderFunnel and Author, You Should Test That!
Presentation: The Future Belongs to the Optimizers
3:15 PM - 3:30 PM - Closing Remarks
Full Session Descriptions:
Analytics & Insights Reveal Best Practices
Christian Kugel, VP, Consumer Analytics & Research, AOL
Over the past year, brands have increasingly turned to content marketing as a strategic pillar of their marketing communication mix. AOL has been activating and measuring the effectiveness of these programs for the past three years, and in doing so has built a normative dataset. In this session, Christian Kugel will share insights mined from that data - and answer the questions "Does content marketing work and how?" In addition, you will see the results from consumer research and campaign analytics, revealing the nature of why people use content and which metrics are meaningful. Ultimately, learn how brands can enhance content marketing efforts through applying these insights.
The Future Belongs to the Optimizers
Chris Goward, Founder and CEO, WiderFunnel and Author of You Should Test That! Today is the best time in history to be an evidence-led marketer. Data is available everywhere, tools are improving daily, and the business climate is data-friendly. You hold in your hand the keys to the kingdom. But, you must not squander the opportunity. It will be taken away unless you use it wisely. In this session, you’ll hear from Chris Goward, optimization thought-leader, how leading businesses are using optimization processes to gain dramatic revenue lift and insights. You’ll walk away with practical strategies to drive real, tested business results.
The Wallet Allocation Rule: Winning the Battle for Share
Lerzan Aksoy, PhD, Professor of Marketing, Fordham University and Co-author, The Wallet Allocation Rule presenting with
Tim Keiningham, PhD, Chief Strategy and Client Officer, Rockbridge Associates, Co-author, The Wallet Allocation Rule
Growth is the common goal of every organization. Sustainable growth begins with understanding customers’ needs and wants well. That is why many companies devote time and money to improving the customer experience. Unfortunately, the commonly used metrics to measure and manage the customer experience—such as customer satisfaction and Net Promoter Score—don’t link to what matters most: share of wallet (i.e., the percentage of spending in a category that customers give to a brand). Without this linkage, it is virtually impossible to make efforts to improve the customer experience pay off. The Wallet Allocation Rule® is a new, revolutionary and definitive approach that gives managers the ability to supplement their current tracking programs and successfully demonstrate accountability by linking their metrics to the spending customers allocate to their brands.
Telling Compelling Stories with Data
Dona Wong, Author of The Wall Street Journal Guide to Information Graphics
We live in a data-driven world, where effective graphics are key to the delivery of information. When a graphical piece of information is done right, you can’t tell that there is design behind it - information flows to the viewer clearly and efficiently.
Dona Wong will demonstrate:
- How to turn data into a compelling, persuasive story
- How to use graphics effectively in your presentations
- The Dos and Don’ts of information graphics — common pitfalls and how to avoid them
Marketing and Finance Working Together to Create Value
Jim Meier, Senior Director, Marketing Finance, MillerCoors, Chicago Headquarters
As marketing-intensive companies strive to achieve world-class practices, a key enabler to achieve continuous improvement in marketing execution and related business performance is a healthy relationship between the Marketing and Finance functions. Jim will discuss some of the activities and processes of MillerCoors relating to the interaction between Marketing and Finance with a specific focus on the “people-related” competencies and behaviors that must be considered in such an environment.
What is R, and what should a marketer know about it?
Chris Chapman, PhD, Senior Quantitative Experience Researcher, Google
R is rapidly becoming one of the most important statistical tools for data scientists. This high-level session will introduce R and discuss its pros and cons, including: What is R? Is it a statistics program or a programming language? How does one learn R? What are some reasons to use it, and not to use it? Chris will discuss those topics, demonstrate basic analyses in R, and answer your questions.
Marketing to People, not devices
Giri Iyengar, Chief Architect at AOL Platforms
Online advertising has the promise of being able to deliver highly customized messages to individuals -- messaging that engages with the target audience and resonated with them. However this promise remains unfulfilled due to several technical challenges. In this talk I'll outline some recent work that is helping us connect the dots and overcome these technical limitations and help us realize the dream of true People based Marketing.
Content Intelligence: Lessons Learned at American Cancer Society
Colleen Jones, CEO, Content Science presenting with
Melinda Baker, Director, Web Marketing, American Cancer Society
For more than 100 years, the American Cancer Society has worked relentlessly to save lives and create a world with less cancer. The Society helps people stay well, get well, and fight back against cancer through content marketing. Learn how the Society and Content Science partnered to modernize the renowned nonprofit's approach to content and analytics. Gain insights into the challenges of transforming a mix of analytics and data into actionable content intelligence.
Text and Sentiment Analysis for Research and Insights
Seth Grimes, Founder, Alta Plana Corporation
Text Analytics clocks in as the #4 ""emerging methods"" priority for market researchers in the 2015 GRIT (Greenbook Research Industry Trends) report. Only mobile surveys, online communities, and social media analytics poll higher... although of course text analytics is key to social media analytics done right, and to #5 priority Big Data analytics. Whether or not you're already applying text analytics and a specialized application, sentiment analysis, Seth Grimes' tutorial/overview -- covering motivations, methods, and applications -- will give you a firm grounding in the technologies and their use for leading-edge market research and consumer insights.
Attribution Analysis in Practice
Roger Ares, VP of Analytics, Hyatt Hotel Corporation
Marketing managers in the digital space are facing challenges in trying to justify their investments, despite the plethora of data and software available to analyze the path-to-purchase. Last-click attribution, which has had high-adoption in the industry, is being exposed as deficient because it ignores past touch points which assist in the acquisition of a customer. This session will examine Fractional Digital Attribution modeling. This type of modeling reduces last-click attribution bias and helps explain the impact of upper-funnel touch points.
Insights2020: Driving Customer-Centric Growth.
Chris Murphy, Chief Client Officer, Millward Brown North America
This session will preview the results of a groundbreaking initiative that the AMA is partnering on with the Millward Brown Vermeer, the ARF, Korn Ferry, LinkedIn, and the ANA. Insights2020 – Driving Customer-Centric Growth is an industry wide learning and growth initiative focused on providing business, marketing and insights leaders a strategic framework and practical guidelines to ensure that Insights and Analytics strategy, structure and capability are fully aligned to help drive customer centric growth. Insights2020 builds on the findings of the acclaimed Marketing2020 initiative of which the results were featured in the Harvard Business Review cover story The Ultimate Marketing Machine.
Does it Work? How to Truly Understand & Improve Marketing Effectiveness
Jason Burby, President, Americas, POSSIBLE
Author and digital agency leader Jason Burby shares insights from ‘Does It Work?’, his new book that outlines key principles to ensuring marketing effectiveness. Burby will touch on a broad range of critical challenges facing brands today and ways to overcome those challenges. He will prove that data can inspire creativity and call for marketers to measure what matters, guaranteeing you won’t look at a marketing campaign again without asking – Does it Work?
Create a Marketing Analytics Program for Success
It takes more than math alone to create a transformative marketing analytics program. In this master session with nationally honored leaders in marketing analytics effectiveness, learn what it takes to build the right marketing analytics team, align with the wider organization, and prime your analytics group for great results. Each of the panelists have been recognized by the Genius Awards, the highly prestigious awards for outstanding marketing analytics achievement.
Attendees will hear:
- When, how, and from whom to elicit participation and buy-in
- The right questions to ask to bring real-world realities into mathematical models
- Critical steps for building organization-wide trust in analytical models and findings
- Best practices for driving learnings adoption
- How to leverage analytics success for a greater role for the marketing group
- and much more.
Bring Movie Storytelling Techniques to your Project
Ted Frank, Principal and Story Strategist at Backstories Studio
In this workshop, you’ll learn step-by-step how to turn your insights or strategy into a c-suite-ready story that will get you heard.
First you’ll learn about how to find the story in even complicated data and how to turn a boring slide into one that’s simple, powerful and visual.
Then we'll take it up a few notches and learn step-by-step how to turn a full project into a strategic story using techniques used in movies – movies that everyone loves. At each step, you’ll get a chance to apply these principles to your project.
Perfect for: Those who present high- and mid-level presentations and do not want to do the same old powerpoint deck.
Connecting the Dots with the Cloud
Rob Lamb, Director, Customer Evangelism, Salesforce
Connecting the dots with the Cloud - A 360 view of the customer to create customer success and opportunity should be a goal of every organization. Learn how innovative companies are unlocking the power of the people and data by leveraging cloud computing platforms, culture and courage to deliver a customer centric experience.
Shane Allor, Director of Sales & Marketing, JW Marriott Scottsdale Camelback Inn
The Role of Data in relaunching a successful business – Camelback Golf Club – a case study
Data and analytics come in many shapes and forms. But how do you select and use this data to be successful. Camelback Golf Club identified, collected and used the appropriate data and analytics to turn a less than desirable golf club into a vibrant and profitable one. This is a case study of the path to success.
Marcus Hearne, Director of Marketing for Watson Analytics, IBM Watson Analytics
Shifting to Digital and Measuring Success
IBM is a 100+ year old company and even old dogs have to learn new tricks sometimes. Many organizations have started to shift their marketing focus to digital efforts, where you can quickly measure success or failure and speak to individual customers directly and IBM is no different. Hear from Marcus Hearne, Director of Marketing of IBM Watson Analytics how new ideas, data, and analytics have driven the shift to digital marketing on his team. Learn how he is at the forefront of the digital movement occurring at IBM.
Varsha Damle, Associate Director, Sales Effectiveness, ZS Pharma, A Division of Astra Zeneca
Driving Physician Targeting and New Product Introduction with Marketing Analytics at ZS Pharma, A Division of Astra Zeneca
Physician segmentation and targeting are critical to introducing a new product in a therapeutic area that is currently underserved, as it allows for hyper-focused sales and marketing to drive product adoption and revenue. Join the session to hear how ZS Pharma, a division of Astra Zeneca is using Alteryx for analyzing physician attributes around product and therapy needs, prescription behavior, and market access constraints to segment and target most valuable customers and tailor marketing promotions. Learn how Alteryx’ ability to handle large volumes of patient claims and prescription data, and its sophisticated suite of clustering algorithms made Alteryx ZS Pharma’s software of choice.
Rock Your Story: Numbers-Based Storytelling
Melanie Spring, Chief Inspiration Officer, Sisarina
You have to create a presentation based on the data you've received. You understand that numbers matter. But your job is to make sure the story comes through effectively so others can make well-informed decisions. In order to get to X (numbers), you've got to explain Y (why).
Rock Your Story is a talk that speaks to the humans who believe numbers tell the story AND to the humans who believe stories tell the numbers. Looking at both sides to ensure everyone gets the information they need, Melanie will help you craft a presentation from the story the numbers tell in a succinct, simple, and manageable place.
You'll walk away with:
• how the numbers can tell a story
• how the numbers match your brand
• why it matters how the story flows
• what the story needs to look like to make an impact
It's up to you to Rock Your Story.
Integrating the Art of Decision-Making and Science of Machine Learning – The Next-Gen Marketing Mix Modeling
Ajith Govind, Founder and CEO, Dextro Analytics with Manmit Shrimali, Founder and CEO, Dextro Analytics
“Science without intuition is lame; intuition without science is blind.” – Albert Einstein
The primary objective of marketing mix modeling is to optimize efforts across channels and generate better ROI. But can you optimize the resources and predict the future with historical data only? With availability of wide range data, evolution of algorithms, and managerial experiences, traditional marketing mix modeling techniques are not able to fully translate data into implementable knowledge in today’s competitive landscape. The business problems have become much more complex, muddy and typically have lot of inter-relationships. On the other hand, data has evolved a lot in terms of variety, volume and velocity. Few of the multiple challenges that must be overcome are:
Few Key Outcomes:
- Leveraging the interconnected universe of the broader industry problems.
- Creating holistic solutions that don’t ignore problems from different silos.
- Solutions which are self-learning and adaptive in nature to the dynamic market.
- Pros and cons of current and new approaches
- The session will explain how new techniques have evolved over the years to accommodate the new reality we live in.
- Case study on real-world application followed by best practices
- How to use offline and online data into mix modeling?