2018 Huddle Leaders
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.
Mohammed Aaser is Vice President of Marketing Strategy and Analytics at Ameriprise. Marketing Strategy and Analytics is a newly formed team to drive growth, deliver a leading client experience, and more deeply leverage digital and advanced analytics. He is currently focused on a number of initiatives including client experience, retention and deepening.
Mohammed joined the company in early 2016. Prior to Ameriprise, Mohammed worked for McKinsey and Company, leading their analytics division. Mohammed is a graduate of University of Minnesota and Harvard University.
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.
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 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 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).
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).
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.
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.
2018 Workshop Leaders
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 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 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 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.
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.