2018 Huddle Leaders

Gary Angel - Founder & CEO, Digital Mortar
 
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 Semphonic 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.
Amy Sample – Senior Director, Digital Analytics, Public Broadcasting Service
 
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.
Dee Yarbrough – Director, Digital Analytics, Turner
 
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. 
James Robinson - Director of Global Analytics, NY Times

James G. Robinson (@JamesGRobinson) is the Director of Global Analytics at The New York Times, where he is responsible for helping The Times better understand its audiences around the world.

James has spent over ten years in a variety of analytics roles at The Times, first leading the web analytics team during the implementation of its digital subscription model and then pioneering the use of audience insights in the newsroom as the company’s first director of news analytics.

A native New Yorker, James received his master’s degree in Interactive Telecommunications from NYU’s Tisch School of the Arts. He speaks frequently on media analytics and is an adjunct professor and research fellow at Columbia University’s School of Journalism.  

Julie Albers – Senior Manager, Advanced Analytics, Urban Outfitters
 
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.
Andrea Mestriner - Head of Data Analytics, Visualisation & Experimentation, Just Eat

Andrea Mestriner has nearly 12 years’ experience in the ecommerce domain spanning technology, product management, data and analytics.

Andrea set up his product recommendation start-up in the US. In 2009 Expedia acquired his company. Subsequently, Andrea joined Expedia where he fulfilled a host of roles in platform technology integration, product management (both customer and supplier focus) and finally in website and mobile apps optimisation where he had an active part in building the data platform to enable a fast integration of various datasets from the different tools used to monitor customer feedback, customer experience, website/apps performance to identify “frictions” to purchase and increase revenue and customer satisfaction. While at Expedia he cultivated his interest in customer and marketing analytics and the need to apply a growth mindset to this domain.

These days Andrea holds the role of Head of Data Analytics, Visualisation & Experimentation at European tech giant Just Eat. At Just Eat he has built a team of 24 professionals covering all aspects of analytics and visualisation. He also developed the company’s experimentation centre of excellence from scratch.

Currently he is leading the migration to a new more powerful data platform setup. This platform is designed to enable democratisation of data and empower non-technical/analytical stakeholders to make self-serviced data-driven decisions.  

Lynn Lanphier – Marketing Analytics Executive, US Bank
 
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.
Ian Thomas - Senior Director, Program Management, Customer Data & Analytics, Microsoft

Ian Thomas has been involved in data and analytics for most of his career. In 2000 he co-founded WebAbacus, one of the UK’s first web analytics firms, helping to define the online advertising and web behavior measurement space, and pioneering techniques in cross-channel campaign attribution.

Since 2006 he has held a number of data and analytics-focused roles at Microsoft, helping the company to understand the behavior and monetization of the users of its products and services.

Ian currently runs worldwide Marketing Operations and Analytics for Xbox, Windows, Bing and the Surface line of products. His team is responsible for delivering multichannel digital marketing campaigns to over a billion Microsoft customers, powered by a customer data platform that stores hundreds of behavioral, demographic and predictive attributes for each Microsoft customer.

Ian is a frequent speaker at industry events and serves on the board of the Digital Analytics Association.  

Paula Sappington - Director, Digital Optimization & Customer Insights, Hilton Worldwide

Paula oversees Hilton’s multi-platform Digital Optimization efforts, including the collection of both quantitative and qualitative feedback. Paula oversees Hilton’s multi-platform Digital Optimization efforts, including the collection of both quantitative and qualitative feedback.

She created Hilton’s optimization program in 2010, which has now grown to a team of nine. The A/B / MVT testing program produced over 120 campaigns in 2017, and multiple user surveys. On the qualitative side, the program managed multiple large in-person qualitative usability studies and dozens of online feedback sessions. The group has also begun to support some agile product families through lean user-testing and design sprint validation.

Prior to joining the Digital team, Paula spent 14 years in the Market Research group, where she ran the hotel performance metrics program; launched the first social media listening platform; and migrated the enterprise’s customer satisfaction tracking system to an online tool.

Paula received a BA in Business Administration from Rhodes College, and an MBA from the University of Memphis. She lives in Memphis with her ever-busy family of five.

Greta Shafrazian - Director of Digital Research, Warner Bros.

Greta Shafrazian has spent 10+ years working in a multitude of research roles (digital analytics, ad sales research, consumer insights) at major media companies such as The Walt Disney Company, NBCUniversal, and Warner Bros. As Director of Digital Research for Warner Bros., she spearheads all corporate-wide analytics reporting and measurement, advertising sales research, and technical implementation for multiple and varied Warner Bros. digital properties including TMZ (#1 Entertainment News brand), The Ellen DeGeneres Show, and more.

In addition to her main occupation, Greta is also a part-time Instructor at UCLA where she teaches Digital Analytics. As an active member of the Digital Analytics Association, Greta has helped to bring the annual symposium to Warner Bros. Studio, and is a member of DAA’s Women in Analytics & Media Special Interest Group.

Greta holds five Graduate Certificates from Cornell University, a Certificate in Business Data and Analytics from the University of California, Irvine, and a Bachelor of Science degree in Business Administration. In addition, she is certified in digital analytics from various entities including Google (Google Analytics Individual Qualification), the Online Marketing Institute, and comScore (comScore Certified Expert).

Amber Zaharchuk – Manager, Measurement Operations & Data Strategy, ESPN
 
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.
Ashish Braganza - SVP, Head of Client Insights & Analytics, OppenheimerFunds
 
Ashish Braganza is SVP, Head of Client Insights & Analytics at OppenheimerFunds. 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 OppenheimerFunds Asish was Director of Global Business Intelligence at Lenovo.
 
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.
Rusty Rahmer – Enterprise Digital Intelligence, Vanguard
 
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.
June Dershewitz - Head of Data Governance & Analytics, Twitch
 
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).
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.
Dennis Bradley – Director, Digital Analytics, Charles Schwab
 
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.
Crystal Patrick – Director, Decision Science, USAA
 
Crystal 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.
Matthew Wolf – Director of Analytics, Dignity Health
 
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.
Alex Destino – Strategic Consultant, Digital Analytics & Insights, Humana
 
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.
Rastko Kovacevic - Manager Digital Analytics, Delta Air Lines
 

Rastko has over a decade of analytics and airline industry experience. In his current role, he manages Delta Air Lines’ Digital Analytics team, which supports the entire Delta organization’s digital data and analytics needs. He has helped lead efforts to modernize Delta’s digital analytics implementation, integrate analytics into the digital product development process, democratize digital data, and establish new data governance processes.

Rastko holds a BA from Bates College and an MBA from the University of Michigan Ross School of Business. He is an avid traveler who has visited over 100 countries and all seven continents. In his spare time, he teaches SCUBA and yoga.

2018 Workshop Leaders

Adam Greco - Senior Partner, Analytics Demystified
 

Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. Adam has managed the Adobe Analytics programs at the Chicago Mercantile Exchange and Salesforce.com. As one of the founders of the Omniture (now Adobe) Consulting group, Adam managed accounts large and small and helped clients maximize their use of Adobe Analytics technologies directly and indirectly through his extensive blogging. In 2012, in partnership with Adobe, Adam published the first-ever book on Adobe Analytics – The Adobe SiteCatalyst Handbook: An Insider’s Guide.

In 2015, Adam was elected to the board of directors of the Digital Analytics Association (DAA) where he now serves as Treasurer.

Lea Pica - Data Storytelling Evangelist
 

Lea Pica is a seasoned digital analytics practitioner, social media marketer and blogger with over 13 years of experience building search marketing and digital analytics practices for companies like Scholastic, Victoria's Secret, and Prudential. Today, she trains and speaks to thousands of analysts and marketers, hosts the popular Present Beyond Measure Podcast, and blogs about stellar data presentation as the Director of Data Visualization and Storytelling for Search Discovery.

Lea's greatest passion is the stage, which is her platform for empowering digital marketing and analytics practitioners and consultants to present information in a way that inspires action and creates indispensability.

She has spoken at conferences such as SearchLove, ConversionXL Live, Domopalooza, Web Analytics Wednesday, and eMetrics, alongside speakers like Rand Fishkin, Wil Reynolds, Jim Sterne, Annie Cushing, Adam Greco, Tim Wilson, and other revered digital marketing and analytics experts.

Anil Batra - Managing Partner, Optizent
 

Anil is a one of the digital analytics industry stalwarts with over 20 years’ experience in consulting, BI, digital analytics, online advertising and behavioral targeting. As the Managing Partner at Optizent, he helps organizations become data driven. Heb Evangelizes data driven thinking for product development, websites and media and helps clients unleash the power of 3rd Party and 1st Party data sets to drive effective marketing. Using data such as weather, traffic, competitive index, demographic etc. with product attributes, sales and behavioral data to provide contextual insights to drive multichannel marketing and product sales.

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.

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.
Amy Wilder – Senior Manager, Data & Analytics, EY
 
Amy is a total data nerd who has (thankfully) built that passion into a career spent learning from and mentoring fellow data evangelists, as well as helping organizations use technology and digital analytics to better support their missions. At EY, Amy focuses on delivering data solutions that include marketing telemetry and campaign analysis, visualization, predictive modeling, architecture development and strategy, and optimization (among others), and has led teams working through all kinds of interesting analytics challenges across multiple industries. Prior to consulting, Amy spent many years as a practitioner in higher education and the tech world, but regardless of role or career progression she has always been most keen on helping others. She earned an MLIS from Rutgers University, and is an active member of the DAA where she currently participates in the newly minted mentorship program for Women in Analytics.
Melanie Hall - Senior Manager, Testing & Optimization at Search Discovery
 

Melanie is a digital strategy leader with deep functional expertise in end-to-end optimization program design, evaluation, and strategy. She has successfully utilized her talent for design thinking to lead multiple site redesigns and agile transformations. Melanie has been a featured keynote speaker in the US and UK, has won multiple awards for test design and outcomes, and is a recognized thought leader in optimization strategy. Before joining Search Discovery in January, Melanie built, optimized, and led online strategic experimentation programs for American Express and Dell. From strategy and ideation through deep-dive analysis, she has directed all activities related to optimization and strategic online testing for these Fortune 100 companies. She specializes in working through ambiguity and layers of complexity to find solutions that drive organizational goals and KPIs.

Daniel Shields – CTO, SynthetIQ
 

Daniel cut his teeth in digital working as a web analyst with Paul Holstein at CableOrganizer in South Florida and eventually as a co-blogger with Eric Peterson and Judah Phillips at Web Analytics Demystified. A decade later and with significant experience in enterprise consulting, he leads research and development for a startup AI tech company with a data science consulting bridge. Daniel and SynthetIQ, where he is CTO, work predominantly on complexity problems in entertainment, healthcare and US CYBER related fields. They focus on real-time location topologies and revenue cycle management/customer lifetime value.