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 conference delegate participates in four huddles (roundtable discussions) each, 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


12:50 pm: Virtual Lounge (checking your tech & meeting other delegates)

1 pm: Opening Welcome

1:10 pm: Platinum Keynote

To be published...

1:20 pm: Huddle Discussions - Round #1

Each delegate selects and participates in one huddle per round

Round #1
Thu, Mar 4
1:20 - 2:40 pm EST

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), 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.

Ole Bahlmann
Independent Consultant

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.

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.

Laura Guerin

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.

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.

2:40 pm: Break & Networking

3:40 pm: Platinum Keynote

To be published...

3:50 pm: Huddle Discussions - Round #2

Each delegate selects and participates in one huddle per round

Round #2
Thu, Mar 4
3:50 - 5:10 pm EST

Kelly Wortham
Search Discovery

Lee Boycoff
This Old House Ventures

To be published...

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.

To be published...

5:10 pm: Summary & Prizes

5:20 pm: Happy Hour & Networking

6:30 pm: End of Day 1

Friday, March 5th - Day 2


12:50 pm: Virtual Lounge (checking your tech & meeting other delegates)

1 pm: Opening Welcome

1:10 pm: Platinum Keynote

To be published...

1:20 pm: Huddle Discussions - Round #3

Each delegate selects and participates in one discussion per round

Round #3
Fri, Mar 5
1:20 - 2:40 pm EST

Aurélie Pols
Aurélie Pols & Associates

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 already to say that 2020 is unprecedented. And yet here we are. But even if there was no 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 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.

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.

Asif Rahman

“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!
2:40 pm: Break & Networking
3:40 pm: Platinum Keynote

To be published...

3:50 pm: Huddle Discussions - Round #4

Each delegate selects and participates in one discussion per round

Round #4
Fri, Mar 5
3:50 - 5:10 pm EST

Caitlin Moorman
Trove Recommerce

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.

Kelly Wortham
Search Discovery

To be published...

Jorge Vasquez
Best Buy Canada

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.

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.

Virgil Strong
Precision Nutrition

To be published...

5:10 pm: Summary & Prizes

5:20 pm: Happy Hour & Networking

6:30 pm: End of Day 2