2017 Huddle Leaders
Considered one of the leading digital measurement experts in the world, Gary leads Digital Mortar's product, sales, marketing and operations strategies.
Previously Gary led EY’s digital analytics practice. EY acquired Gary’s consultancy Semphonnic in 2013. As President, Gary led Semphonic’s growth from a 2-person practice to one of the leading digital analytics practices in the U.S. Voted the most Influential Industry Contributor by the Digital Analytics Association, Gary writes the influential Measuring the Digital World blog, has published more than twenty whitepapers on advanced digital analytics practice and is a frequent speaker at industry events.
Akilah Ellis has 15+ years of data analytics experience and 10 years of experience in the airline industry. She has led Delta’s digital analytics organization for over 5 years and has spent the last 2 years expanding the user research and voice of customer teams within Delta’s eCommerce organization. Akilah and her team are charged with leveraging qualitative and quantitative data to help inform Delta’s product strategy across its digital channels.
Akilah has a BS in Computer Engineering from the University of Illinois, an MBA from Michigan State University and a Master of International Management from Thunderbird School of Global Management.
Akilah has a BS in Computer Engineering from the University of Illinois, an MBA from Michigan State University and a Master of International Management from Thunderbird School of Global Management.
June Dershewitz has spent her career driving analytics strategies for major businesses. She is currently the Head of Data Governance & Analytics at Twitch, the world’s leading video platform and community for gamers (a subsidiary of Amazon). A key aspect of her role is to ensure that data is collected, understood and used effectively throughout the company.
Previously, she was the Director of Digital Analytics at Apollo Education Group, where she created an end-to-end view of digital customer behavior and enabled advanced marketing attribution. Prior to that she was a member of the leadership team at Semphonic, a prominent analytics consultancy (now part of Ernst & Young).
Previously, she was the Director of Digital Analytics at Apollo Education Group, where she created an end-to-end view of digital customer behavior and enabled advanced marketing attribution. Prior to that she was a member of the leadership team at Semphonic, a prominent analytics consultancy (now part of Ernst & Young).
As a long-standing advocate of the analytics community, June was the co-founder of Web Analytics Wednesdays; she's also a Director Emeritus of the Digital Analytics Association.
Tom Betts is Chief Data Officer at the Financial Times. He is a member of the FT Board and leads the FT’s data capability and strategy. This involves working with a global team to support all parts of the organisation in their use of data to improve and optimise their work.
Tom previously held positions at FT’s former parent – Pearson – as VP Analytics, building analytics teams across a range of educational businesses. Prior to that he was Head of Data Analytics for FT.com, having joined the FT in 2009. He was instrumental in establishing data as a core competency for the Financial Times and grew a team who have successfully catalysed the use of data in decision making right across the organisation.
Prior to the FT, Tom worked in a consultancy capacity delivering large scale data mining projects in a number of industry sectors.
Amy Sample has been analyzing digital consumer behavior for nearly 20 years. As Senior Director of Digital Analytics at PBS, she and her team support analytics and digital research initiatives for PBS.org, PBSKIDS.org, and PBS mobile and OTT apps. Her team also provides analytics and SEO consultations for PBS member stations. Prior to PBS, she conducted primary research and audience analysis at AOL for 8 years. She is a member of the Board of Directors for the Digital Analytics Association and co-leader of the DAA Washington DC chapter. Amy holds an MBA from Georgetown University and a BS in Marketing from DePaul University.
Over 15-years of digital and marketing strategy and operations experience. Currently the Senior Director of Digital & Marketing Analytics for Hilton Worldwide since 2015. Responsible for strategic insights & operational analytics functions around digital experience, customer & digital marketing, data architecture, strategy & governance, competitive intelligence, and advanced analytics. Previously led Digital Operations for Comcast (xfinity.com), and was a Senior Technical Account Leader for eBay Enterprise.
Born and raised in Baltimore, Maryland, and currently resides in Bethesda, Maryland. Received an MBA from George Washington University in International Business Management in 2006. Married into a Brazilian family and travel to Brazil often, including to Rio de Janeiro in 2014 for the FIFA World Cup. During free time enjoys traveling to the beach, and being a fan of the NFL's Baltimore Ravens. After a 20-year career, retired from NCAA Football and Men's Lacrosse officiating in 2012.
Matthew Wolf is the Director of Analytics for the Office of Digital at Dignity Health in San Francisco, CA. Dignity Health is the 5th largest health care provider in the nation and Matthew’s team sits within the Office of Digital organization which acts as a center of excellence for digital transformation focused on delivering an intensely positive, personalized experience across all their digital platforms. His team is responsible for organizing data across all the disparate and legacy health care channels and providing e2e (end to end) attribution modeling for the marketing teams as well as building a data platform to inform and power personalization.
Prior to Dignity Health, Matthew worked at Sprinklr developing their Analytic platform, and at Nike as a Sr. Engagement Analyst within their Marketing team. He holds a double BS in Marketing/Advertising as well as a minor in Community Development from Portland State University.
Prior to Dignity Health, Matthew worked at Sprinklr developing their Analytic platform, and at Nike as a Sr. Engagement Analyst within their Marketing team. He holds a double BS in Marketing/Advertising as well as a minor in Community Development from Portland State University.
Tom manages a team responsible for providing consumer insights and analysis about the media landscape to Time Warner and Turner Corporate Executives, and establishes measurement and analytics best practices across Turner’s TV and Digital brands including CNN, TBS, TNT, Cartoon Network, AdultSwim, NBA Digital, and BleacherReport.
Tom’s team also leads the research and analytics for two Turner brands: TCM (Turner Classic Movies) and FilmStruck which is Turner’s new subscription on-demand service that offers a mix of contemporary and classic art house, indie, foreign and cult films.
Prior to Turner, Tom held senior analytics positions with Tribune Interactive and media agency Starcom Worldwide.
Jenn Jung is the Director of Media Intelligence at the National Football League, focusing on cross-media measurement across the league and club properties. In her current role, she manages analytics services to identify monetization opportunities, build brand awareness, increase user engagement and optimize content strategy.
Prior to the NFL, Jenn managed digital analytics at the National Hockey League and NBC Universal and worked in primary research at the Philadelphia Eagles.
Jenn received her Bachelors at the University of Virginia with a major in Psychology and minor in East Asian Studies.
Ashish Braganza is Director of Global Business Intelligence at Lenovo where he is responsible for Digital Personalization, Optimization, BI and Big Data Analytics. He leads a global team of 65+ data scientists, business analysts, visualizers and data engineers to deliver operational analytics and strategic insights to the business. Ashish has successfully transformed global analytics at Lenovo from a cost center reporting function to a P&L driven consulting practic delivering strategic and actionable insights to the business. He built Lenovo's first Big Data Platform and now he is building out an Algorithmic practice to drive innovation and competitive differentiation.
Prior to Lenovo, Ashish was Manager, Digital Analytics & Optimization at Comcast. In that role, he led the digital analytics and optimization practice for e-commerce and digital self-service channels at Comcast.
Ashish earned an M.S. in Marketing Management from Temple University, The Fox School of Business & Management, an MBA in Marketing and B.S. in Business Administration from the University of Pune, India.
An analytics professional with 10+ years of strategic leadership across multiple disciplines. Passionate about travel and hospitality, with an extensive background using data and analytics to create actionable insights that help define customer marketing and engagement strategies. As Director of Channel Intelligence & Digital Analytics at Starwood Hotels & Resorts Worldwide, Jennifer manages and leads a team of analysts supporting the needs across the global organization.
Jennifer works directly with stakeholders to develop measurement and data strategies, create reports and dashboards, and generate customer insights to drive better business decisions. As a combined company with Marriott International, she’s currently focused on integrating data management and governance practices to drive actionable information from the massive amounts of data collected by both companies.
Fatih Koca leads the Global Growth Analytics team at eBay Classifieds Group, the world leader in online classifieds. His team provides end-to-end Internet marketing analytics support for 12 eBay-owned classifieds sites across the globe. Prior to this role, he has worked in various analytics domains such as Product, Finance, Customer Experience, Cross-Border Trade and C2C Selling. His over 10 years of well-rounded experience spanned 5 countries; China, The Netherlands, Turkey, United Kingdom, United States and 3 industries - ecommerce, banking, aerospace.
He holds an MBA degree from University of Maryland and Bachelor of Science in Computer Engineering from Bilkent University, Turkey.
Dawn Klinghoffer is the General Manager of HR Business Insights at Microsoft in Redmond, Washington. Her responsibilities include advanced people analytics & research for Microsoft’s business units globally, analytics support for HR programs such as Global Talent Acquisition, Global Diversity & Inclusion, Global HR Operations, reporting tools and technology for HR, and HR data privacy. Dawn started her career with Microsoft over 19 years ago in Corporate Accounting, but has spent the last 14 years in the People Analytics space, as the team has grown in scope and scale. Before Microsoft, Dawn worked as an Actuary with leading insurers. Dawn graduated with a BA in Mathematics from Bucknell University.
Dennis Bradley has been working in Analytics at Charles Schwab for 15 years; he is currently the Director of Digital Analytics inside Schwab’s Analytics & Business Insights organization. In this role, he manages analytics, testing and optimization for Charles Schwab’s digital properties and leads their Data Management Platform programmatic analytics team. He supports the marketing leadership team with a focus on internal partners in media and digital marketing. Prior to Charles Schwab, Dennis held positions in sales and marketing at Anheuser-Busch, Quaker Oats and Innoventry.
Dennis is an active member of the Digital Analytics Association and has been a speaker at eMetrics, Adobe Summit, Net Finance and X Change. Dennis graduated from Georgetown University with a B.S.B.A. in Marketing and holds an MBA from the Fuqua School of Business at Duke University. He lives in San Francisco with his wife, daughter and son and enjoys coaching Little League baseball and supporting the Giants and Warriors.
Rusty Rahmer is an experienced digital leader, with over 10 years of experience driving digital strategy, technology program planning, and delivery at Vanguard. Since 2013 Rusty has been leading Vanguard’s enterprise digital intelligence program and has since built and managed the firm’s Digital Intelligence Center of Excellence. Rusty’s expertise is centered in developing digital program strategy, inspiring business leadership to invest, and providing program leadership through organizational construction and operational transformation. Rusty also serves on the Digital Analytics Association’s (DAA) Board of Directors and is a member of the Corporate Membership Advisory Council.
With more than 10 years of experience in digital analytics, Amber Zaharchuk is proficient in crafting and validating comprehensive analytics solutions. As the Manager of Measurement Operations and Data Strategy at ESPN, she specializes in digital analytics strategy, implementation, and governance. She helps to develop digital analytics tracking requirements and manage quality assurance testing for a variety of platforms, including desktop, mobile web and apps, video players, gaming consoles and over-the-top (OTT) devices.
Amber holds an MBA from George Washington University and BA from the University of North Carolina at Chapel Hill. Her analysis and implementation work was featured at various Digital Analytics Association Symposiums as well as in the Genetics in Medicine and Applied Marketing Analytics journals.
Lynn is a Marketing Analytics Executive at US Bank. She is a proven leader in digital analytics, website operations and e-commerce strategies, focusing on website and campaign optimization activities that improve the customer experience and drive business results.
Previously Lynn led the digital analytics team at Best Buy, which included industry research, competitive analysis, web analytics and multi-channel data integration. She is passionate about helping business connect the dots by transforming data and information into insights and action plans that drive business results. Prior to Best Buy, Lynn worked for over ten years at Spiegel Catalog in a variety of marketing and merchandise planning roles.
Crystal Martinez Patrick currently leads a group of Decision Science Analyst focused on providing analysis and insights in support of Enterprise Experiences. Their focus is understanding the member interaction journey in order to both optimize the experience and influence future design. Crystal has 20 years of experience in the analytic space. Prior experience includes Web and Cross Channel Analytics, Planning and Forecasting, and Financial Business Analysis.
She has a BBA in Accounting from the University of Texas in San Antonio and is a licensed Certified Public Accountant. Crystal is involved with the Business Careers High School Mentoring Program and volunteers for her daughter’s STEM Robotics Club.
Chip Streiff heads the US eCommerce digital analytics at global sports brand Adidas. With over 10 years’ experience in various eCommerce organizations, Chip has enabled businesses to make better decisions, learn faster and increase revenue in an evolving digital world.
He is currently responsible for building analytics solutions to optimize the business and inform the business strategy. Prior to Adidas, Chip spent five years in multiple roles at Nike building its analytical organization from implementation through business reporting to sharing consumer insights that changed how the brand came to life.
Julie is the Senior Manager of Advanced Analytics at Urban Outfitters, Inc. In this roll she supports Anthropologie, Free People, Urban Outfitters, BHLDN and Terrain in analytical and testing best practices across digital, retail and operational organizations. She is responsible for the development and execution of analytical strategies from the functional implementation of digital analytics systems to the creation of actionable dashboards to predictive modeling. Prior to Urban Outfitters, Julie worked to establish the digital analytics programs at Anthropologie and QVC.
Julie has a BA in Advertising from Penn State University and an MS in Applied Statistics from West Chester University.
Alex Destino serves to develop and deliver actionable digital insights for all lines of business at Humana. His responsibilities include driving analytics strategy and managing an analytics portfolio that includes multi-channel, voice of customer, multivariate testing, and advanced analytics learning agendas. He is passionate about developing analytical talent and technology solutions and driving action and results through presentation of data-driven findings and implications put into business context.
He has a proven track record of helping achieve customer success through innovative analytics at Fortune 100 brands including Fidelity, USAA, TIAA, Humana, and UPS. Alex has been featured in Forrester for his leading work in Analytics Governance and is comfortable leading change and managing complexity.
Alex has a BS in Industrial Engineering from Georgia Tech and an MBA from Georgia State University.
Tawny is a Director, Analytics & Insights on the Audience Science team at Viacom. She works across all brands to deliver actionable insights on their paid marketing efforts. She enjoys leveraging data and technology and applying to business strategy to realize tangible solutions.
Tawny brings with her a diverse background with dynamic experience at a media agency, start-up, university, financial company, and non-profit. While working at Stanford University, Tawny assisted on the research of "Social Effects in the In-Flight Marketplace: Characterization and Managerial Implications" which was published in the Journal of Market Research. Tawny earned her Bachelors from the University of California, Berkeley with a major in Environmental Economics and a minor in Public Policy. Tawny was awarded a Fulbright-Hays Scholarship to pursue her interests in the Philippines.
Dmitri is a Senior IT Manager of Marketing and Advanced Analytics at Johnson & Johnson Consumer Companies. In this role he manages the delivery of advanced tools and capabilities to power analytics for global and regional sales and marketing organizations. He is responsible for development and execution of analytical strategies from technology & solution architecture to guided discovery and visual story telling enabling media & marketing spend optimization, precision marketing, digital analytics and e-commerce among others.
Prior to joining Commercial Analytics team within Consumer, Dmitri held various business intelligence and analytics roles across customer and supply chain domains within Johnson & Johnson. Dmitri holds a BSc (Hons) in Computer Science and Mathematics from University of Toronto.
Dee Yarbrough is Director of Digital Analytics at Turner Broadcasting, Inc. She advances digital measurement and forms key partnerships with data providers while staying on top of trends which influence strategic business decisions. Dee is an advocate of Data Governance with a strong voice on a team that provides measurement standards for Turner’s digital properties, including CNN, Cartoon Network, TNT, TBS and Turner Sports. As a media and marketing research enthusiast, prior to Turner, Dee enjoyed several years in Los Angeles working for a variety of large Television entertainment brands.
2017 Workshop Leaders
Peter O’Neill is Director of Strategy at digital analytics and CRO consultancy LeapThree. He and his team work with clients of all sizes and sectors to use data to understand and improve their business performance. Peter has extensive experience developing digital analytics frameworks and using Google Analytics and Google Tag Manager.
Prior to LeapThree, Peter was the founder and Managing Director of L3 Analytics. He has also held positions with analytics consultancy Logan Tod (now part of PwC), analytics vendor NedStat and search engine Ask.
Peter is the founder of MeasureCamp, the digital analytics unconference, arguably the most popular digital analytics event globally with over 25 events run since 2012 from Sydney to San Francisco (July 2017). Peter is Program Chair eMetrics Summit London.
Allison Hartsoe is the Founder and CEO of Ambition Data. Ambition Data is a boutique consulting firm that applies the principles of customer centricity. Allison effectively aligns leaders and implementers across business units to harness existing resources and build a connected culture of customer-centric innovation.
She is a deeply skilled marketing technologist with a broad strategic view and a passion for analysis. She has designed and executed digital analytics strategies for Fortune 500 customers including Blackrock, BlueShield, Genentech, GlaxoSmithKline, HP, Intel, Microsoft, Nike, Seagate and SelectQuote. Prior to forming Ambition Data LLC, Allison was Group Director, Digital Intelligence at Cardinal Path, Senior Manager at Ernst & Young and VP Analytics at Semphonic, a leading web analytics consultancy in the United States acquired by EY.
Phil Kemelor is VP Client Services at MaassMedia, a specialty analytics consultancy providing guidance and leadership to global brands seeking to optimize their investments in digital multi-channel content, marketing and customer experience.
Phil has led the design and implementation of enterprise-level digital initiatives for Fortune 500 companies, government agencies and mid-size organizations for over 20 years. As one of the earliest proponents and advocates for the use of analytics to guide digital strategy and tactics, Phil authored The Executive’s Guide to Web Site Measurement and Testing in 2006, and has led several research studies evaluating digital analytics technology and adoption, most notably the CMSWatch Web Analytics Report from 2006-11. Phil joined Semphonic, one of the world’s leading digital analytics consultancies, in 2007 and founded the firm’s Washington, DC and analytics strategy practices, and contributed to the firm’s acquisition by Ernst & Young in 2013. In his current role at MaassMedia, Phil leads the firm’s account management, marketing and strategy. He is a regular contributor to CMSWire, and most recently presented at UnSummit 2017.
Kelly Wortham – Director of Optimization, Search Discovery Inc.
Kelly Wortham is Director of Optimization at Search Discovery Inc. (SDI), a digital intelligence company that empowers organizations to make transformative business decisions.
Kelly has worked with Fortune 500 companies and mid-size organizations for more than 15 years to build and optimize best in class digital experimentation programs. She focuses her advisory services on digital CRO strategy and experimentation program and process design and optimization.
Kelly has worked with Fortune 500 companies and mid-size organizations for more than 15 years to build and optimize best in class digital experimentation programs. She focuses her advisory services on digital CRO strategy and experimentation program and process design and optimization.
She has deep functional knowledge in CRO strategy, communication and digital analytics. She also has expertise in testing prioritization and roadmap strategy, organization and process design as well as quality management, tool selection and integration. Kelly’s clients are currently working with her to develop new or optimize existing testing programs, evaluate or improve test idea pipelines, and assess program maturity.
Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships since 1993. Sterne has written seven books on using the Internet for marketing, produces the eMetrics Summit - www.emetrics.org and is co-founder and current Chairman of the Digital Analytics Association - www.DigitalAnalyticsAssociation.org.
Hila Dahan is a storyteller and a business optimization strategist. After spending more than a decade honing her craft at Spark Networks and MySpace, she co-founded 33 Sticks, a boutique analytics agency that challenges traditional consulting models and is aimed to solve complex analytics challenges for large brands. At 33 Sticks, Hila serves as Chief Operating Officer and Principal Analytics Consultant. Over the years, Hila has also shared her passion for building and optimizing businesses as an instructor at UC Irvine and as a mentor for startups, at the Lean Startup Machine.
She was the winner of Adobe's inaugural Developer's Challenge and has been a repeat speaker at Adobe Summit over the past 8 years. In December of 2016, Hila sat on the judging panel for a prominent Adobe Analytics competition for college students across the US.
Matt Gershoff - Co-Founder & CEO, Conductrics
Matt Gershoff is Co-founder and CEO of Conductrics, a decision engine platform that blends AB Testing with Machine Learning. Matt has over 20 years’ experience in analytical marketing.
Matt holds an MSc degree in Artificial Intelligence from the University of Edinburgh and an MS degree in Resource Economics from the University of Massachusetts at Amherst.
