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Key Sessions

Scott Breitenother

One Size Fits None: Building the Right Analytics Team for Your Organization

Casper

Jon Gosier

Fan Meta Data vs Privacy: Gold Mine or Land Mine?

AuDigent

Apr 11
Show Filter
8:45am - 9:00am

Welcome

Showing of Streams
10:30am - 11:00am

Morning Networking Break

Showing of Streams
12:30pm - 1:30pm

Lunch

Showing of Streams
3:00pm - 3:30pm

Afternoon Energy Break

3:30pm - 3:45pm

Conference Chairperson Welcome

  • Jon Gosier - Founder, AuDigent
3:45pm - 4:30pm

One Size Fits None: Building the Right Analytics Team for Your Organization

Startups and established companies are building Analytics teams to better understand their business and gain an edge over competition -- however, there is no road-map for building such a team. Analytics leaders from Harry’s and Casper will share their philosophies on building analytics capabilities and discuss how and why they're organizations have developed so differently.

  • Scott Breitenother - VP of Data and Analytics, Casper
  • Michael Kaminsky - Director of Analytics, Harry’s
more
4:30pm - 5:15pm

Fan Meta Data vs Privacy: Gold Mine or Land Mine?

  • Jon Gosier - Founder, AuDigent
5:15pm - 6:15pm

Opening Cocktail Reception

8:45am - 9:00am 15 mins
Welcome
9:00am - 10:30am 90 mins
Workshop #1
Using Human Data and Insights to Transform CX at 7 Critical Points
  • Ernan Roman - Author, "Voice of the Customer Marketing"
  • Bill Kinneman - VP of Business Strategy and Intelligence, Spring, Inc.
more

In this interactive workshop, you will learn the VoC research findings that show how Millennials have unprecedented expectations about personalizing their experiences with brands via detailed and explicit preferences at 7 critical points in the customer lifecycle. You will also discover powerful new findings regarding the need for marketers to rethink their data strategies and evolve to explicit preference data. The evolution from implicit information to explicit preference-driven data has huge implications for marketers.

You will also learn how innovators such as Rent the Runway, Gilt and Shop Spring are using preference data to deliver high impact personalization and CX at key points in the customer lifecycle.

Attendees will receive actionable insights from the VoC research and the 3 case study examples.

A 10 point Data Innovation Checklist will be provided.

9:00am - 10:30am 90 mins
Workshop #2
Prescriptive Analytics: A Hands-On Approach to Getting Actionable Insight From your Data
  • Barton Poulson - Associate Professor, Psychology, Utah Valley University
more

Need to know the best course of action for your company? You need prescriptive analytics, an approach to analysis that mines data for actionable insights and helps you improve your company’s reach and ROI. Prescriptive analytics is more than predictive modeling; it gives valuable conditional outcomes and cause-and-effect insight. In this workshop, we’ll explore the logic of prescriptive analytics and use Excel and R to conduct simple “what-if” simulations, cross-lagged designs, optimization models, and robust quasi-experimental analyses. You’ll leave with a collection of tools that will help you intelligently choose the best path to find new value for your company.

10:30am - 11:00am 30 mins
Morning Networking Break
11:00am - 12:30pm 90 mins
Workshop #3
Machine Learning: To Drive Revenue & Increase Market Share
  • Robert Sibo - Practice Director for Information Management & Analytics, Slalom Consulting
more

The race is on to gain strategic and proprietary insights into changes in customer preferences before your competitors. This workshop will cover how and why machine learning is the tool for marketers to drive revenue and increase market share. The adoption of machine learning does not happen overnight. We will discuss the Five Es of machine learning maturity – Educating, Exploring, Engaging, Executing and Expanding. Hear real-world examples of using machine learning to accelerate revenue, identify new customers and introduce new products based on machine learning capabilities.

11:00am - 12:30pm 90 mins
Workshop #4
Methodology & Usage: How to Stay Ahead of Analytic Advancements
  • Dr. Pulak Ghosh - Professor of Data Anayltics, Indian Institute of Management, Bangalore & ProRelevant Marketing Solutions
more

With the rapid advancement of analytics in most major companies, it’s critical to stay ahead of algorithmic advancements, big data and their relation to valuable business questions and deliver ROI from the analytics function. Join Dr. Ghosh, one of the top 5 analytics experts worldwide as he provides detailed methodology and usage of advanced analytics, machine learning, deep learning and other techniques. Discover where and why to apply them.

12:30pm - 1:30pm 60 mins
Lunch
1:30pm - 3:00pm 90 mins
Workshop #5
Understanding Causality for Ad Attribution
  • April Chen - Lead Data Scientist, Civis Analytics
more

Companies spend a lot of money marketing to their customers and they want to make sure that money is spent effectively. Unfortunately, marketing teams often lack data-driven metrics to assess the performance of their ad campaigns. To know whether an ad is effective, they need to tie specific marketing activities to business outcomes. Attribution modeling is the collection of techniques they use to measure the impact an ad has on conversions, clicks, or sales. Traditionally, these teams use click-through-rate or last touch attribution to measure performance. However, these techniques have known issues.

In this workshop, we’ll use case studies from two of the biggest digital and television advertisers in the country to show how our approach to attribution modeling measures ad campaign performance more accurately than industry standards. We will introduce common approaches, highlight their shortcomings, and walk through how we use statistical matching methods from non-experimental causal inference to help you make better marketing decisions.

1:30pm - 3:00pm 90 mins
Workshop #6
Using People Data in the Workplace
  • Marc Prine - Director, Consulting and Assessment Practice, Taylor Strategy Partners
more

As the use of data and analytics has risen in all aspects of organizations, one of the biggest returns on investment come in the form of people analytics. There has been substantial research showing the factors of predictability of performance, organizational revenue and employee engagement (among other criteria) can be driven by measurable variables.

This session will provide a brief overview of the research discussing how simple analytics can drive organizational performance. This will be followed by case studies and discussion showing measurable return on investment.

3:00pm - 3:30pm 30 mins
Afternoon Energy Break
3:30pm - 3:45pm 15 mins
Conference Chairperson Welcome
  • Jon Gosier - Founder, AuDigent
3:45pm - 4:30pm 45 mins
One Size Fits None: Building the Right Analytics Team for Your Organization
  • Scott Breitenother - VP of Data and Analytics, Casper
  • Michael Kaminsky - Director of Analytics, Harry’s
more

Startups and established companies are building Analytics teams to better understand their business and gain an edge over competition -- however, there is no road-map for building such a team. Analytics leaders from Harry’s and Casper will share their philosophies on building analytics capabilities and discuss how and why they're organizations have developed so differently.

4:30pm - 5:15pm 45 mins
Fan Meta Data vs Privacy: Gold Mine or Land Mine?
  • Jon Gosier - Founder, AuDigent
5:15pm - 6:15pm 60 mins
Opening Cocktail Reception