2019 conference agenda expected May 2019

2018 Workshops

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. 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.

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.


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 deliver 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.

  • Acquire 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

Now that you know how to access and prepare Big Data, what do you do with it?

Most data science certification programs and the noise on social media make promises of delivering rock star careers from working with Big Data but fail to acknowledge one important facet of it – the PROBLEM.

In this relatively workshop, Daniel Shields from SynthetIQ will help walk through scenarios which help identify a problem within data ecosystems that can lend themselves to big data solutions.

To provide this background, we will walk through some steps to:

  1. Analyze business data in summary and drill down format
  2. Identify where trends/variances require further investigation
  3. Develop a hypothesis about the observation
  4. Research and investigate data types related to the problem
  5. Apply methods to guide us to a means to make a more precise observation
  6. Apply statistics and further refine the research process to draw out correlation/causailty
  7. Test the problem for scale
  8. Outline requirements for capture and outcomes
  9. Develop a solution proposal
  10. Prepare documentation for execution

These fundamental steps are rooted in the time-tested scientific method and are CRUCIAL for differentiation in how projects will get internal support and how results can be communicated upward.

If you are truly interested in developing the skills and expertise to solve real data problems, then this workshop will help you identify them in the wild and build the systems/technologies needed to help you solve them without screaming out into space...

Suitable for delegates of Daniel’s Getting Started in Data Science & Big Data and those with some prior experience of big data.

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. You like data, and you enjoy your work. But you want something more – so how (through 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 help you examine yourself as an analyst to understand what makes you tick. She will also provide 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. In combination, this information can provide a powerful roadmap of personal discovery

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 in proposing potential solutions, tools and techniques to clients. It is not for everyone.

That said, you will likely encounter the consulting world during your career, either as a job, or through collaborating with consultants. 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 does consultancy work on the inside
  • What are the associated challenges and pressures
  • How to succeed as a practitioner in this space or hire/work alongside consultants, making 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 providing context, before opening up to questions during the second part.

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