2018 Workshop Day - October 17th 

The DA Hub Workshop Day is designed to meet your analytics and experimentation development needs. 
Choose three 2-hour workshops from a selection of nine. Or pick one of three full day workshops.
Get trained by some of the leading practitioners in the world and come away with the skills and confidence to progress your career to the next level.

Full Day Workshops

Adam Greco renowned Adobe Analytics Top Gun class is coming to the DA Hub in Austin on Wednesday October 17th. More Details here.

Adam’s class is a one day crash course on how Adobe Analytics works behind the scenes based upon his Adobe Analytics book. This class is not meant for daily Adobe Analytics end-users, but those who administer Adobe Analytics at their organization, analysts who do requirements gathering or developers who want to understand the tool better.

The class goes deep into the Adobe Analytics product, exploring all features from variables to merchandising to importing offline metrics. The primary objective of the class is to teach participants how to translate everyday business questions into Adobe Analytics implementation steps.

For example, if your boss tells you that they want to track website visitor engagement using Adobe Analytics, would you know how to do that? While the class doesn’t get into all coding aspects, it will teach you which product features and functions you can bring to bear to create reports answering any question you may get from business stakeholders. It will also allow you and your developers to have a common language and understanding of the Adobe Analytics product so that you can expedite getting the data you need to answer business questions.

Register for both Adam's class and the DA Hub conference and get $300 off your Adobe Analytics Top Gun training.

A full-day deep dive into Lea's very best presentation and data visualization philosophies, practices, and techniques. More details here.

PART I: CONCEPTUALIZE
When you are able to connect with your audience in a way they understand, they will be much more receptive to your message. Doing so requires thoughtful research into the deep desires of your audience. We'll discuss audience needs assessment techniques and a robust presentation planning framework that works.

PART II:VISUALIZE
The most important, innovative, or valuable ideas can be lost if they're communicated poorly. By learning to think like a graphic and data designer, you'll be able to present your information in a clear, compelling way. We'll review basic design principles, how to work with imagery and how to solve for the most common mistakes we make. You'll learn time-saving tricks on how to customize a PowerPoint template with client branding for reuse, quick formatting tricks for basic charts, and my best keyboard shortcuts to get things done fast.

PART III: DELIVER
The most compelling data can be lost if the delivery falls flat. Your team will learn essential preparation and nerve management techniques, as well as how to get technical logistics down pat.
We'll also go over the unique challenges posed by exclusively telephone- and web-based presentations. This section will give them the confidence they need to deliver memorable readouts every time and how to make a lasting impact well after the presentation.

Register for both Lea's visualization boot camp and the DA Hub conference and get $377 off your visualization training.

Do you already have experience with influencing business change? Are you ready to move into reflective analysis that drives real return on investment for your company? Want to advance your career prospects? This course will help you deliver all of that. More details here

Taught by analytics expert Anil Batra, this interactive full day advanced digital analytics course will give you practical tools to elevate your analytics skills. It will also help you transition into a thought leader within your organization.

Building upon the Fundamentals of Digital Analytics, this course encourages participants to critically examine methods and metrics in ways appropriate for their specific business model. Learn how to effectively communicate analytical data, best practices for site and campaign design, and examine campaign performance standards from the CFO perspective using control groups and simple predictive models.

Upon completion of this course, participants will be able to:

  • Define gaps between measurement practices and business goals for the company
  • Create a framework for standardizing the evaluation of current performance measurements
  • Provide feedback on the design, execution, and outcomes of testing efforts
  • Manage a results-oriented analytical culture adept at driving business change

The course follows the Digital Analytics Association's syllabus and is endorsed by it. Participants will be awarded six Professional Development Units (PDU) towards their DAA Certified Web Analyst certification renewal credit.

Two-Hour Workshop Agenda
Session #1
October 17th
10am - 12pm
Digital Mortar

In the past, I have taught classes on Use Case Analysis, Functional Analysis and Survey Analytics. I wanted to combine those three into a single “integrated” analytics class that focuses on how best to understand your customer’s online behavior and the drivers of consumer decision-making. This class will do just that. We will start with a look at developing use-cases and understanding their performance with Functional techniques. Then we will focus on how to re-engineer your online survey program to analyze the drivers of choice within each use-case. Finally, we will walk through the use of the analysis in structuring a testing program and driving site change. It is designed to be a complete survey of the analytic techniques necessary to drive ongoing site improvement.

SynthetIQ.io

Are you aspiring to take your analytics career to the next level? Data science is likely to be a key ingredient in that journey. Whether you are eyeing a career change into data science or aiming to obtain a fundamental understanding how data science is shaping analytics, this workshop is a great starting point.

Run by Daniel Shields, CIO at data science and AI consulting company SynthetIQ.io, this workshop will outline a sound method for dealing with large data sets for the analyst or data wrangler who is interested in working with larger data sets from more sources than just the marketing ecosystem.

Daniel will teach you how to bring together a structured and stable data pipeline into and through an ETL system and prepare an automated and cultivated data set with which to perform analysis. He will go through the ten key steps for raw data to insight communications. These are:

  1. Auditing the Data Sources
  2. Governing Data Files, Streams and Storage
  3. Sizing and Scoping
  4. Automating Portability and Access
  5. Preparation for ETL
  6. Crawlers, Sensors and Jobs
  7. Preparation for Queried Storage
  8. Decisions on Query Clients / Visual Layers
  9. Sharing, Distribution and ‘Democritization’
  10. Communicating Insights and Delivery

The workshop will be taught in plain English. No need for a development background. You will come away having acquired a solid understanding of all the key aspects of data science for analytics. We will be AWS during the workshop but the concepts taught would be universal and applicable to other platforms such as Microsoft Azure and Google Cloud Platform.

As an analytics leader it is your charter to maximize the value generated by the analytics team. Looking to be better placed to delivery that goal? Join this workshop, led by Amy Wilder, Senior Manager at EY, to discover how leading companies make the most of their analytics teams.

Learn how to help your analysts love their job, stay engaged, and grow within your organization, as well as how to shepherd executive interest in data into positive, productive results.

  • Learn best practices and ideas to socialize the value of data
  • Discover innovative ways to retain talent in a competitive market
  • Help your organization move forward on the analytics maturity curve

Whether you manage a single analyst, a whole team of data scientists, or you are looking to increase the impact data has on your work culture and outcomes, this workshop will help you make the most of your analytics efforts.

Session #2
October 17th
1pm - 3pm
SynthetIQ.io

TBA

Search Discovery Inc.

An optimization program is only as good/helpful as the actions it helps drive. New programs often focus their optimization programs on risk avoidance or measuring the value of decisions already made.

More mature programs begin to shift into utilizing the platform to learn more about the customer and the relationship with the brand. The best programs take those insights a step further and focus their effort on driving change, often narrowing their roadmaps to include only those experiments that will/can be used to make decisions.

In this workshop, Melanie Hall, Senior Manager, Testing & Optimization at Search Discovery will take you through the Hows and Whys of moving your optimization program from risk avoidance and value measurement into an invaluable decision-making driver for your organization. She will cover topics such as the organizational models that best support decision-making, the cultural shifts required, tips & tricks in making the change, and tools and processes that can help support decision-making.

This workshop will give you fresh ideas of how to optimize your optimization program.

You are an analyst. Or you are a business professional playing the role of analyst. Either way, you like data, and you enjoy your work. But you want something more – so how (skills, experiences, training, mentorship, etc) do you best position yourself to determine what you want to be doing, for whom, and to what end?

In this workshop, Amy Wilder of EY, will look into the fundamental understandings about yourself as an analyst to discover, as well as a view of the ways analytics is being used at organizations of all stripes to ultimately be better at “x” through the power of data. If you are ready to explore and keep building your career, no matter what stage it is in today, join this workshop and gain valuable insights to help you grow as a professional.

Session #3
October 17th
3:30pm - 5:30pm
Digital Mortar

We increasingly want to make our reporting predictive and analytic. A forecast is just a predictive model. But how do you build forecasting into your work? In this class, we will start at a very basic level and work our way up to more advanced forecasting techniques. We will introduce and review concepts like smoothing, banding and breakouts. We will then consider different kinds of forecast challenges – limited data, seasonality, variation, product cycles – and potential ways to model and handle the difficulties they present.

We will examine the role of exogenous variables and discuss how/whether to include them in a forecast. Since our problem set is focused on digital, attendees with experience with different variable types are encouraged to share their knowledge. Finally, we will cover the forecasting life-cycle and the ways you can embed continuous improvements into the process. .

Analytics consulting requires a blend of domain knowledge, technical expertise, political awareness, and mindful flexibility proposing potential solutions, tools and techniques to clients. It is not for everyone.

If you are curious about consulting then this interactive workshop (where we will combine presentation with discussion) is your opportunity to learn more about consulting and ask how it works on the inside, what the pressures are, and how to succeed as a practitioner in this space. Or maybe you hire/work alongside consultants and would like to know how to make the most of those resources.

Amy Wilder, Senior Manager at consulting firm EY, has been on both sides of the fence. She will spend the first part of this workshop presenting the key aspects of consultancy work and provide context before opening up to questions.

Please note this is not a recruiting or sales pitch. Amy will be sharing from her own experience and what she learnt from over 15 years in the digital and data analytics space.

Search Discovery Inc.
Optimization leaders, tools, blogs, books, and agencies all promise "best practices". They spout "truths" as "Truths" regarding sample size, confidence, experiment design, concurrent testing, etc. But, when you present best practice experts with specific use cases from the real world—from YOUR world, your businesses, your customers—they shrug and call those situations "unique" and "outliers,".

But one-size-fits-all optimization is not a “best practice,” and it does not work in most cases. The same is true for optimization, where your business and your customers are unique, and “best practices” are really just “average practices.

In this workshop, Kelly Wortham, Director of Optimization at Search Discovery, will teach you how to avoid the traps of best practice and focus on the key goal of any optimization program—helping your organization make better data-driven decisions. Kelly will take you through specific use cases and demonstrate how to defuse any pressure from management using terms such as best in class.

Learn how to run optimization to the best of your ability rather than to best practice.