Agenda

Please note this is a live event; all times are Eastern Standard Time.
We do not record the discussions to ensure delegates are comfortable to share openly and honestly.

Each delegate participates in four huddles (roundtable discussions), two per day. Huddles are 80 minutes long with 24+ huddles to pick from, split into four time slots (round #1 to #4).

Thursday, March 4th – Day 1

All times are EASTERN STANDARD TIME

10:30 am: Pre-Conference Interactive Workshop

Thu, Mar 4
10:30 12:30 am EST

Krissy Tripp
Evolytics

Getting your test read and making a rollout decision was the relatively easy part. How do you ensure you are spending your testing resources on the best experiments that are going to derive meaningful insights? Can you multi-purpose your experiments with machine learning and data science analysis?  
 
In this interactive workshop, led by Krissy Tripp, Director of Decision Science at Evolytics, we will look at methods to further analyze experiments through applied statistical and machine learning methods that drive results.
 
Krissy will cover:

  • Using Evolytics’ Data Science Decision Tree to determine which advanced statistical methods will best serve your post-test analysis
  • How to balance the likelihood of actionable insights with data analytic resources
  • Introduction to using data science for experimentation programs

 
Krissy will walk you through a structured learning approach to experiment takeaways. You will come away with an experimental learning roadmap with prioritized experiments and quick wins for the data science team.

12:30 pm: Networking Lounge
  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.

1 pm: Opening Welcome

1:10 pm: Platinum Keynote

Join Rob Clarke, VP of Product for ObservePoint, and discover how to:

  • Validate the deployment and accuracy of all martech collecting data on your site
  • Optimize user experience across your digital channels
  • Ensure you’re meeting digital privacy regulations for customer data
  • Automate campaign tracking and measurement across the customer journey

1:25 pm: Huddle Discussions Round #1

Each delegate selects and participates in one huddle per round

Round #1
Thu, Mar 4
1:25 - 2:45 pm EST

Chris O'Neill
ObservePoint

The “new normal” is a term that has been flying around social and news channels since the beginning of 2020, but for digital analysts and marketers, a different sense of “new normal” has been pervading the industry for the past few years: privacy compliance.

Web privacy regulations like GDPR, CCPA, and others destined to come along stem from a growing public awareness and concern over their data privacy and protection. Your company needs to take proactive steps to protect your customer’s data and your reputation.

In this huddle, Chris O’Neill, Solutions Architect at ObservePoint, will lead a discussion on privacy best practices and how to make it easier to stay compliant, while still creating fantastic experiences for your customers. We will cover:

  • Using automated testing to discover non-compliant areas of your site
  • Implementing flexible processes and solutions for long-term compliance
  • Adhering to privacy demands while still providing personalized experiences

Delegates will share their own use cases and issues and together we will emerge with practical solutions to several of your biggest privacy challenges.

Amber Zaharchuk
Walt Disney

The pandemic brought many organizations’ hiring and promotion efforts to a screeching halt. Less face time with peers and leaders can make it even more challenging to demonstrate capabilities for growth. In this session, Amber Zaharchuk of Walt Disney DTC & Int. will lead a discussion about strategies for building technical and soft skills remotely, keeping our careers trending in the right direction. We will discuss the following questions:

  • What are you doing differently to ensure your work is valued and understood?
  • Have your career goals shifted moving from a physical to virtual office? How so?
  • How are you maintaining relationships with leaders and peers?
  • Has your org adjusted employee evaluations or education/training opportunities?

While the pandemic is temporary (we hope), virtual working is likely to increase in the future, making this an increasingly relevant topic and huddle.

Increasingly analysts they are working more closely with data scientists and data engineers who have entered the scene along with large and diverse data sets. Undoubtedly, a welcomed development for analysts but it also presents some challenges.

  • How does this shift change the way that analysts frame their skills and deliverables?
  • How do we go about sharing analysis across different toolsets?
  • Is there a common tool/language all can share?
  • How do we ensure reproducibility and cross coverage (tools and techniques)?

Jose Maldonado of Verizon will lead this huddle aimed at team managers and analysts looking to improve team and personal productivity respectively.

June Dershewitz
Amazon Music

Super Huddle

Build vs. buy in analytics is no longer a new debate. However, the historical paradigm where build was favored by start-ups and buy by established corporations is changing. The incentives to build are greater today than ever before, yet the challenges are still present and significant.

In this super huddle, four expert practitioners with experience of both build and buy will share their experiences and knowledge on the pros and cons of both routes.
June (Amazon), Pubudu (UpWork), Yael Farkas (Douglas), Scott (Brooklyn Data Co.) and Joe (PBS) will discuss and answer the following questions:

  • What are the business use cases for building an in-house stack?
  • What are the core competencies required for build and for buy?
  • What are the potential pitfalls to consider before embarking on either journey?
  • How do you continue to grow your solution, build or buy, to address changing conditions?

While the four will lead the conversation, delegates will get an equal opportunity to share their views and experiences, ask questions, and hear from others.

Whether you are at the consideration stage, already building your own solution, or in post rollout, this huddle will help shape your thoughts around your next steps.

Laura Guerin
Wayfair

With decreasing attention spans (in this case by our business stakeholders) and increasing need to paint a full picture of customer experience partnering quantitative analytics and qualitative consumer research is no longer an option but a must.

In this huddle, Laura Guerin of Wayfair will lead a conversation on marrying quantitative with qualitative data. We will answer these challenges:

  • Use cases leveraging qualitative data sources
  • How to map qualitative data to align with customer journey insights?
  • Presentation tips and suggestions (relating specifically to combined qual/quant analysis)
  • Strategies for building a cross-functional team in absence of a dedicated function
  • What are the organizational challenges and how to work towards resolving them?

You will come away from this huddle with practical examples of how to improve your customer analysis which in turn will help your org provide customers with better solutions.

Let’s face it, we’ve all been there, staring at senior management across the table with our graphs and charts, stacks of data, finely tuned models and slide rule handy (okay, maybe not the slide rule…). Discussing the numbers and the analysis is relatively easy, but then the discussion goes down a rabbit hole of ambiguous digital metrics.

What does 220 million potential reach for Twitter mean?  What then exactly is a page view?  Are single page visits and a short time on page a good thing or a bad thing?  When is a technical explanation too technical?  How do we communicate upward and downward trends in digital metrics and distinguish those factors out of our organization’s control and those factors in our organization’s control?

In this huddle, run by Fred Smith, Technology Team Lead at CDC, we’ll discuss metrics reporting and communication beyond self-serve dashboards and automated reports and get into the realm of analysis and communication.  We might even touch on aspects of Crisis and Emergency Risk Communication and Digital Storytelling and how they apply to our daily jobs.

  • How do you communicate this to senior executives, in ways that result in accountability and action?
  • How can you establish a culture of learning at the executive level, to continually strengthen this causal understanding?

Expect to come away with a set of ideas for engaging senior executives in the science of cause and effect.

Ole Bahlmann
JustWatch

Many, particularly non-analysts, might consider growth analytics and product analytics as one and the same. Both disciplines examine customer behaviours and share common metrics (e.g. revenue generated, purchase and churn rates, repeat visits and retention rates) but serve different purposes. The main purpose of growth analytics is to analyse the health of the business whereas product analytics is particularly concerned with measuring engagement with products online, informing product development and improving customer product experience.

Ole Bahlmann has vast experience using both disciplines. In this session, we will discuss and debate how to get the most out of product analytics including:

  • Use cases for improving product retention, customer experience and reducing churn
  • What are the essential metrics and KPIs for product analytics?
  • How best to manage the relationship with product team/s?
  • What should your product analytics tool stack look like? Do you need a dedicated product analytics platform?

We welcome practitioners using GA/Adobe Analytics/other for product analysis as well as those using (or looking to use) a dedicated product analytics tool such as Amplitude, Mixpanel or Heap. Expect to come away with a fresh perspective on product analytics.

2:45 pm: Break & Networking
  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.

3:50 pm: Platinum Keynote

Join Blast Analytics for this keynote about analytics maturity and walk away with the knowledge of why analytics maturity matters, five key factors of analytics maturity, and access to a free online assessment.

4:05 pm: Huddle Discussions Round #2

Each delegate selects and participates in one huddle per round

Round #2
Thu, Mar 4
4:05 - 5:25 pm EST

Jordan Peck
Snowplow Analytics

How far are you willing to leap from the comforts of the standard to the benefits (and challenges) of the bespoke? Is an out-of-the-box analytics stack still a viable possibility in today’s demanding analytics environment? Don’t we all operate some hybrid tech stack?

In this huddle, led by Jordan Peck, Solutions Architect as Snowplow, we will share insights and use cases relating to the following questions:

  • Which features/functionality would you change in GA/Adobe/your tool?
  • What are the limitations of packaged solutions? How can these be overcome?
  • What direction are these big players taking their analytics/digital marketing products?
  • What’s the next big innovation in digital analytics?

Whether you at the consideration stage, already looking to build or buy or in post roll out, this discussion will help shape your thoughts around your next steps. Grab some post lunch treats on us (we will send you an Uber Eats voucher prior to the huddle) and together we will walk away with practical ideas on how we can help our own organizations stay ahead in this rapidly changing world.

Aimee Bos
Blast Analytics

The CDP is a technology that continues to gain traction within today’s marketing technology stack of enterprises. With the objective of centralizing customer data and acting on it, the CDP has the potential to make a significant impact. It also has the potential to be a challenge because of its complexity and power.

This huddle is intended for a more intermediate to advanced audience where specific challenges and opportunities will be discussed and explored.

The discussion will be led by Aimee Bos, Sr Director, Analytics Strategy and Jer Tippetts, Sr Analytics Implementation Consultant, both with Blast Analytics. Aimee and Jer have worked with a variety of CDP technologies for companies in multiple industries. They will share their observations of the potential and the challenges they have seen in CDP technologies.

This will be a lively discussion where we will cover these topics:

  • The data readiness required to achieve the full potential of a CDP
  • How to accomplish identity resolution within your CDP
  • The top use cases to drive value out of your CDP

Come to this huddle to learn and share with your peers more advanced topics to take advantage of your CDP.

Presentation Huddle

A sizable shift is happening in the market rates for data talent as companies get more comfortable with remote workers. Coastal companies are actively recruiting data talent and offering coastal market rates for fully remote workers in the Midwest and elsewhere. In response to this market pressure, local companies are also offering substantially higher salaries. The most attractive recruiting targets are data teams who use the same data stack as Silicon Valley technology companies. How is this challenge impacting you?

In this huddle, Mindy Chen, Director of Decision Science at sports analytics platform Hudl, will paint the picture on how the market for data talent is changing. She will encourage delegates to share their views and experiences on how to address the risk of losing team members that are otherwise happy, but who are being actively recruited and offered substantial pay increases that they cannot turn down. We will explore the following questions:

  • How do you keep a pulse on the data talent market?
  • How do you cultivate a talent pipeline and diversify your data team?
  • What is the role of engagement v. money and how do you keep engagement on your data team high?
  • What is your compensation philosophy and retention plan?  How do you get organizational alignment around that plan?

You will leave this huddle better equipped to address this challenge which is bound to impact managers irrespective of the geo location.

Understanding what works is a marketing challenge as old as marketing itself. Even though we have more data than even with the rise of digital, measuring the effectiveness of various marketing tactics and strategies remains an ongoing challenge.

Cassandra Campbell has faced this challenge many times in her work helping growth teams at Shopify measure and optimize their work.

In this huddle, Casandra will start us off with a discussion about the importance of actionable approaches to measurement. We will then ask:

  • How do you choose which data to collect and which metrics to measure?
  • What role do attribution models play in understanding what works and doesn’t work?
  • What tactics do you use to go a layer deeper to find truly actionable insights?

Join us for a lively discussion about the best approaches to measuring marketing and understanding what works, and walk away with actionable ideas and tactics to help level up your own organization’s effectiveness.

Gary Angel
Digital Mortar

Most actual analytics is about proving/disproving hypotheses not data exploration. Sometimes, those hypotheses get dumped in your lap by a curious business partner – but what if they do not?

In this huddle, led by Gary Angel, we will explore techniques for hypothesis generation considering specific types of research (VoC, Behavioral, Ecometric, etc.), hypothesis generating analytic techniques, creating formal research programs, organizational crowdsourcing techniques and even cognitive tips/tricks.

This huddle aims to help participants develop a more conversant approach to hypothesis generation which in turn would serve to educate business stakeholder on how to pose better hypotheses back to the analytics team.

Guido X Jansen
CRO.CAFE

Super Huddle

Culture is critical to business success. At the micro level experimentation is focused on incremental improvement; at the macro level it can serve as a mechanism for sweeping organizational change. Consequently, the success of an experimentation program often hinges on creating/having a constructive culture around it.

In this huddle, moderated by Guido Jansen, host of the CRO.CAFE podcast and joined by experimentation experts Ton Wesseling, Kelly Wortham and Lukas Vermeer, we will discuss what makes for a great experimentation culture and how you can achieve it.

While the four will lead the conversation, delegates will get an equal opportunity to share their views and experiences, ask questions, and hear from others.

Guido will open the huddle with a survey of suggested topics to cover and we will proceed based on delegates’ interest as you voted for it.

Expect to come away with tangible examples of what to do (and what not to do) from companies that have developed a great experimentation culture.

Joy Wendelken
Johnson & Johnson

Standardized data is the key to scaling analytics. But standardization is challenging, particularly in a large organization (think prioritization, multiple analytics teams and potentially independent business units).

In this huddle, Joy Wendelken, Sr. Manager Omnichannel Operations at The Janssen Pharmaceutical Companies of Johnson & Johnson, will share her experiences of standardizing digital analytics implementations across the organization. She will encourage delegates to discuss and answer the following questions:

  • What challenges do you face when standardizing digital analytics across your organization?
  • What digital tools have you implemented to solve for discrepancies in digital data collection?
  • What roles or team members do you currently have in place to implement a broad digital analytics practice?

Come share your analytics standardization examples and learn valuable lessons from other leading organizations on how to make the most from their implementations.

Digital analytics for performance reporting is well-tread territory. However, collecting and analyzing digital data for the purposes of triggering and powering the next best experience for your customers and prospects is a completely different use case that presents its own set of unique challenges.

In this huddle, led by GSK’s Head of Customer Experience Solutions, Rusty Rahmer, we will share practices and insights re:

  • Overcoming the organizational challenges of this new data orientation
  • Techniques for customer journey mapping, defining high value actions, scoring visitor engagement, content analysis, manual and AI-based approaches to modeling
  • The potential differences in digital analytics talent and competencies for achieving success

You will acquire a host of fresh ideas to help you drive real improvements in customer experience.

5:25 pm: Summary & Prizes

5:30 pm: Happy Hour & Networking

  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.

Friday, March 5th – Day 2

All times are EASTERN STANDARD TIME

10:30 am: Pre-Conference Interactive Workshop

Fri, Mar 5
10:30 – 12:30 am EST

Chase Porter
Evolytics

Choosing a marketing or analytics tool can be an agonizing decision. The potential cost and risk of choosing the wrong tool can be paralyzing. The potential benefits and return on investment of choosing the right tool can be exponential.

There are dozens of options to consider.  Every tool claims to do everything that every other tool does, except more and better! How does a marketer or analyst successfully navigate vendor jargon and marketing fluff to choose the tool that best meets stakeholder needs and best integrates with the existing technology stack?

In this interactive workshop, Chase Porter, Director of Data Operations at Evolytics will use a client case study to demonstrate how to successfully apply an evaluation framework and scorecard to assess features and choose the best-fit option.

Delegates will learn how to:

  • Narrow down dozens of technology options to a few
  • Identify and prioritize key decision criteria
  • Objectively assess technologies for best fit using an evaluation framework and scorecard
  • Minimize stakeholder bias and reach consensus on technology selection
  • Choose technologies that meet stakeholder needs and best integrate into the existing technology stack

This workshop will provide you a structured framework approach to vendor selection leading to higher ROI on your tech stack.

12:30 pm: Networking Lounge
  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.

1 pm: Opening Welcome

1:10 pm: Platinum Keynote

Countless solutions have been touted Self-service Analytics and Business Intelligence capabilities for years, but self-service for whom and what exactly? And if your self-service tool is so great, then why are you still pulling data out of it and into spreadsheets?

The BI process of the past 15 years can no longer support the demands of the always-on, data-driven world we now live in. The insatiable hunger for real time data from every corner of an organization is just too great. Expectations for data-driven decision-making, the sheer increase in data volume, and the advent of cloud data warehouses have all paved the way for a new need: access to granular, row-level data. It is at this level of detail that businesses find competitive advantage today.

In this keynote from Sigma Computing Evangelist Jon Avrach, he will discuss the inflection point at which BI teams now find themselves and why it’s time to redefine Self-service Analytics.

1:25 pm: Huddle Discussions - Round #3

Each delegate selects and participates in one discussion per round

Round #3
Fri, Mar 5
1:25 - 2:45 pm EST

Jon Avrach
Sigma Computing

While we have yet to discover all of the ways that COVID-19 has impacted organizations and will continue to affect them for years to come, there are two things we know for certain: it dramatically accelerated cloud technology adoption and put a spotlight on all of the BI dashboard’s shortcomings. Dashboards that merely display a predefined set of metrics are no longer enough. From decision-makers in the C-suite to marketers to accounts payable managers, everyone in the organization needs the ability to explore data, uncover critical answers, and make decisions on demand.

In this roundtable led by Sigma Computing Evangelist Jon Avrach, we will discuss:

  • The failure of self-service BI and why we are still analyzing data in spreadsheets
  • The decline of the dashboard and why empowering business teams to explore data benefits the entire business
  • Transitioning from a “read-only” BI mentality to interacting with data in a way that reveals untapped opportunities and potential outcomes

Come ready to share ideas for developing a future-proof data strategy that empowers non-technical teams and increases the value analysts bring to organizations.

Presentation Huddle

Retaining analytics talent is a challenge. Churn happens, people move on, new projects come up. With demand for analytics practitioners at an all-time high, hiring occupies a significant part of the analytics management role.

So how do you build a talent acquisition strategy that supports the everchanging needs of the business? Without paying for bored talent?  How do you nurture internal talent to help support your organization’s analytics needs – as they grow?

In this huddle, Melissa Shusterman, Global Marketing Measurement Lead at Vanguard, will share Vanguard’s approach to talent acquisition and development strategies, and open the huddle for delegates to comment and ask as well as share the strategies that have worked for them.

Get practical advice from peer managers to help you improve your analytics talent pipeline.

Aurélie Pols
Aurélie Pols & Associates

Super Huddle

From "let's collect everything" to risk abiding (digital) data management – the sentiment on the digital market is changing. What are the implications of this change on marketing analytics? How are you adapting to the new normal?

In this huddle, led by privacy expert Aurélie Pols, Andrea Mestriner, Global Head of Analytics at luxury etailor Yoox Net a Porter and Gary George, Product Manager for Privacy & Data Governance at Indeed, we will look to bring clarity on the moving pieces within regulatory obligations as well as the stances taken by actors such as Apple, Google, Facebook and the IAB (impacting our ability to track the customer journey).

We aim to populate the Privacy Risk Assessment Matrix below to help you determine the impact of recent privacy changes for your organization and to help you communicate the challenge and potential solutions clearly to your internal stakeholders.

We will first answer the following questions for Apple, Google, Facebook and IAB (and others if identified as key to the discussion):

  • Who is impacted?
  • What are the risks?
  • Who are they catering to?

Once we understand how and why those actors made certain choices, we will be able to answer:

  • What are the risks and consequences to your business?
  • What mitigate measures are available to you?
  • What is the estimated data impact to your business?

Delegates should walk away with a complete view of the challenge and the ability to rationalizing the threats and possible solutions internally in your business.

Super Huddle

Background (if you get a chance to read):
European data protection legislation has always required a lawful basis to process personal data. The GDPR broadens the scope of application, moving way beyond the US concept of PII now also embraced within the CCPA/CPRA. When data is written and/or read on a device, not only does the GDPR apply for EU residents but ePrivacy as well. Yet ePrivacy, unlike the GDPR, only includes one legal basis for processing personal data, which is consent. Valid consent is then defined within the GDPR and is increasingly specified through rulings such as Planet49.

How and where personal data is, therefore, processed has implications on the chosen lawful basis. Indeed, according to French supervisory authority CNIL, server-to-server data flows might not fall under ePrivacy and therefore potentially add legitimate interest as well as contract to the lawful basis for data processing.

Additionally reading:

  1. An American's guide to the GDPR https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3620198 (a bit legal, sorry)
  2. Market actors:

Super Huddle

Growing and developing analyst talent continues to be an important agenda item on every analytics leader’s agenda. Training and resources for the tools are abound. But how do you turn a junior analyst into a rock star senior analyst?

Amy (PBS), Ashish (LPL Finance), Sharon (BMO) and Rusty (GSK) have led analytics teams through continuous changes. In this super huddle, we are going to compare approaches and experiences for developing the skills and savvy we need from our analysts. We will ask:

  • What are the key skills to develop in analysts and data engineers?
  • What mentoring techniques are being used to help them?
  • How to we become better mentors to our team members?
  • How do we encourage analysts to produce more meaningful and actionable insights, improve storytelling and data visualization, and develop soft skills such as persuasion, influence, professional presence?

Join this huddle to find out how other businesses help analysts hone their skills, increase their motivation and keep them motivated.

Note: As in any huddle, you will get to share your views and experiences, ask questions, and hear from your peers.

Michael Helbling
Stacked Analytics

It is a bit cliché to say that 2020 was unprecedented. As we have all grappled with the impacts of the global pandemic there are shifts happening in eCommerce that are worth noticing. Useful and effective paradigms for understanding customer acquisition and conversion were already undergoing a shift due to the changing regulatory landscape and browser privacy settings.

In this huddle, Michael Helbling will lead a discussion around how we are adapting to the unexpected shifts in channels, how customer preference shifts and the closing of most retail locations impacted strategies, and how the regulatory and browser changes have necessitated shifts in tactics. We will also examine how the pandemic has impacted predictability and how we are managing analytics through those challenges.

Besides being able to just vent a little bit about what this past year has looked like in eCommerce, delegates will gain shared knowledge on tactics and tricks that will be immediately applicable heading into what will definitely be an interesting holiday shopping season.

Asif Rahman
Accuweather

“Every day, people and organisations produce approximately 2.5bn GB of data.” It is nearly impossible for any data team to keep up with the pace of catering to the data hungry and the insights starved product owners, marketers and executives among others. How can we promote data democratization without feeling like we are giving away our jobs?

In this huddle, led by Asif Rahman of AccuWeather, we will answer the following questions:

  • What makes a successful self-service analytics program?
  • How can we reduce data bottlenecks?
  • How does your self-service stack look like?

Come share your analytics self-service experiences and get to hear from other leading practitioners theirs. Together we will come away with practical ideas on improving self-serve analytics.

Sonia Mehta
Elevate Labs

Accessible, accurate and up to date documentation plays a critical role in building stakeholder’s trust in your data. The challenge is becoming more complex in an evolving technology landscape with an increasing number of data sources.

Do you have a data documentation strategy? This session, moderated by Sonia Mehta, Director of Analytics at Elevate Labs, the company behind the brain training app Elevate, will focus on how to improve data quality using metadata tools, data documentation processes and naming conventions.

The huddle group will look to answer:

  • How do data teams keep documentation up to date?
  • What tools do you use for documentation?
  • Should non-technical stakeholders have access to data documentation?
  • How do you handle event documentation?

If you strive to build trust in an elaborate data environment – this huddle is for you!

2:45 pm: Break & Networking
  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.
3:50 pm: Platinum Keynote

Anyone who has ever managed or tried to measure a marketing campaign knows the frustrations of marrying all your data sources together to see a complete picture of your successes and failures.

Add in multiple channels, questions from various stakeholders, and any sense of urgency, and you quickly realize just how outdated and, frankly, dreadful such analysis can be.

But there is a better way.

Join Cat Origitano, PhD, Director of Product Marketing at Fivetran as she talks about how to evolve your marketing analytics bringing out of individual platforms or excel sheets - and the stone age - and into the 21st century.

4:05 pm: Huddle Discussions - Round #4

Each delegate selects and participates in one discussion per round

Round #4
Fri, Mar 5
4:05 - 5:25 pm EST

Jason Harris
Fivetran

Cloud-based technologies have changed the face and pace of business. Fading away are the deep, customized integrations. Self-serve applications are flourishing, and enterprise level SaaS has gained great momentum simply because its flexibility creates the opportunity to build better technology than traditional methodologies. Yet integration challenges have not disappeared completely.

In this huddle, Jason Harris of Fivetran, will engage participants in a discussion around these key questions:

  • What are your current key pain points with respect to data integration?
  • How are you solving for these challenges?
  • What are the use cases for automated vs manual integrations?

Whether you have conquered all your integration demons or not this is the huddle for you. You will emerge from this conversation with new ideas and use cases to boost your data stack efficacy and value to your org.

Amber Zaharchuk
Walt Disney

The digital analytics community is small, but tightknit. How can we use the power of this community to foster inclusivity amongst ourselves and across our organizations? This open discussion, led by ESPN’s Amber Zaharchuk, will be a space to share your experiences and find steps we can all take to be more aware of our own behaviors.

  • How can we make the analytics community more inclusive, and extend that to our organizations and other social groups?
  • How can members of the analytics community better support each other?
  • What have you learned about your own behaviors when it comes to being inclusive? Have you taken steps to change your behaviors?

Companies that act, even in small steps, toward being better and more equitable workplaces will thrive in the long run. This is a rare opportunity to share openly and exchange views on this imperative challenge we all face.

Roopa Carpenter
Blast Analytics

The change in the digital world has rapidly accelerated in the last year. Whether your target audience is a customer, patient, employee, citizen, or any other audience, their expectations are different today than they were 12 months ago. Personalization is more important than ever to provide the type of experience that your audience expects.

In this huddle, Roopa Carpenter, Sr Director, Optimization and Josh Morrow, Sr Conversion Optimization Consultant, both at Blast Analytics, will discuss the digital personalization trends that they see for 2021 and how it applies to the companies they work with. These include:

  • The increase adoption of AI/ML helping to scale personalization
  • Prioritizing customer loyalty to create/maintain a competitive advantage
  • Digital personalization strategy as a staple of corporate success

Come share your personalization success stories and challenges and leave better enabled to make 2021 a year of exceeding customer expectations.

To be fair, not every organization is like the US Centers for Disease Control & Prevention (CDC) and routinely go through Ebola, Zika, H1N1 or COVID-19 level surges in digital traffic.  However, most organizations do experience surges in digital traffic whether from unplanned events and news or from successful marketing and outreach campaigns.

Metrics help us prepare for planned and unplanned surges and they also can be used to improve responses to surges.  Operations, customer experience improvements, content creation and recommendations and other aspects of responses to surges depend on data.

Join the surge to this huddle to discuss how metrics can be used before and during surges, discuss ways that visitor behaviour changes during a planned or unplanned surge and how to capitalize on the increased traffic to gain more repeat visitors. Discuss how CDC handled a year’s worth of traffic in a single month and the many impacts it had on infrastructure, content, visitor experience, contracts and resources, and coordination with partners.

As an added bonus, we’ll talk about surges within surges and what they mean, how they’re different and how metrics help in your organization’s response.

Virgil Strong
Precision Nutrition

COVID has completely altered our lives and the way we conduct business. While the pandemic is (hopefully) temporary, some of the changes forced upon us are likely to persist for much longer (e.g. greater remote working, less business travel). How will the new normal look for analytics leaders and practitioners? And what are you doing to prepare for it?

In this huddle, led by Virgil Strong, CDAO at Precision Nutrition, will discuss the following questions and what changes are expected in each as we come out of the pandemic.
How do we:

  • Build a high-performance culture?
  • Foster diversity and inclusiveness?
  • Promote innovation and risk-taking?
  • Support remote analytics workers?

Join us for an open and honest conversation about the evolving state of analytics management and how you could keep you analytics team on a path to success.

Caitlin Moorman
Trove Recommerce

Super Huddle

Some data projects, like building a dashboard from a well-understood data set, are comprised of sequential, linear tasks and have a very high likelihood of success. This makes them relatively easy to scope and manage. Other data projects, like investigating the root cause of a shifting trend in the business, are exploratory and iterative, often follow a circular path, and have a real risk of failure. These circular data projects are often unique within an organization where most teams work via pretty straightforward task completion processes.

The fundamental differences between linear and circular projects should be communicated and managed quite differently to set reasonable expectations and maximize data team impact. As both stakeholders’ reliance on data for decision making and the speed in which those decisions must be taken increases, effectively managing these two types of data projects becomes even more critical to both project success and quality of stakeholder relationships.

Join Caitlin, Alexis, and Celina in this super huddle to answer the following questions:

  • What is the distinction between linear and circular projects in analytics?
  • How can we leverage this distinction to effectively set expectations with stakeholders?
  • How can we manage circular projects to maximize impact and minimize spin?
  • How do we deal with the possibility and reality of failure in analytics projects?

If planning data projects and managing stakeholder expectations are challenges in your organization then this huddle will offer you some practical solutions used by leading analytics teams.

Jorge Vasquez
Best Buy Canada

Presentation Huddle

Are you solving the need for analyst resources, talent, and tools but finding your organization is still struggling to achieve its full analytic potential? Has the greater opportunity shifted from the analytics team, to the non-analyst, marketers, leaders, and internal partners that surround them?

In this huddle, Jorge Vasquez, Practice Lead, Digital Analytics at Best Buy Canada, will spend 10 minutes presenting the initiatives and tools put in place and the successes and challenges faced in the process including:

  • Data University – a self-service videos and exercises platform, open to all in the company, educating about analytics
  • Analytics Jam – weekly analytics teach out and office hours
  • Site Club – discussions on strategic initiatives with specific rules, like Fight Club, to guarantee that the discussion revolves around data and not titles in the room

We will follow Jorge’s presentation with a discussion about such initiatives. Delegates will get a chance to share their experiences of how they are getting their orgs to become more data enabled and learn new tips and tricks from the group.

Tim Wilson
Search Discovery

Presentation Huddle

Whether working in digital analytics or digital optimization (or both!), one of the biggest challenges the analyst faces is interpreting their data correctly and ensuring that their stakeholders do so as well. The increasing messiness of digital data (privacy!), the ever-evolving sophistication of test designs, and the introduction of machine learning to organizations' analytical toolboxes all mean that pitfalls of potential data misinterpretation abound!
 
In this huddle, Tim Wilson of Search Discovery, will share some insights, followed by a discussion and debate of a range of questions around this topic:

  • How important is it for the analysts in an organization to have a strong grasp of core statistical concepts? What about the stakeholders those analysts support?
  • What are the core statistical concepts or techniques are most important for analysts and/or stakeholders to know? Confidence levels? Linear regression? p-values? Causal inference?
  • How can the most important concepts and techniques be taught to analysts and stakeholders' whose time (and interest!) may be in short supply?

Expect to come away with practical ideas of how to increase your and your team's statistical intuition.

5:25 pm: Summary & Prizes

5:30 pm: Happy Hour, Virtual Chocolate Tasting & Networking

  Meet old colleagues & new peers for spontaneous 1:1 & 1:many conversations in our visual networking lounge.