Day 1 - CST/CDT (Central Daylight, GMT-5)
- Scott Breitenother - Founder, Brooklyn Data Co.
Too many companies have a short-term strategy when it comes to data: focusing on the point-of-purchase moment with a customer, rather than building their business around long-term relationships. A Senior Fellow at Wharton and Google’s Chief Measurement Strategist, Neil Hoyne has led over 2,500 engagements with the world’s biggest advertisers—helping them acquire millions of customers, improve conversion rates by over 400 percent, and generate billions in incremental revenue. In his book Converted, Neil shows us how to sharpen our long-term marketing strategy and unleash true value.
Pressure for quick results, combined with fierce marketplace competition, has boxed too many companies into a limited marketing strategy—often letting their long hours, countless experiments, and warehouses of data go to waste in the process. But in his first book, Converted, world-renowned expert in digital marketing Neil Hoyne shows us another way. Rather than chasing a quick sale with every potential customer (using margin-crushing discounts and relentless advertising to boot), Hoyne shows us how we can build relationships that last a lifetime, generate more value over time, and strengthen our organizations from the inside out.
Neil’s simple, research-backed playbook will help leaders, marketers, and organizations of every stripe ask the guiding questions that will anticipate their customers’ needs better than the competition. Instead of collecting more and more data from third-party sources, Hoyne advises companies on how they can move to prediction-based tactics that capitalize on the data they already have, as well as build stronger, more direct relationships with their customers. It’s a method that reduces risk and creates a stronger, more emotional link between a company and the real person on the other end of a transaction.
The book has already received early praise from leaders in the field. Peter Fader, a professor of marketing at the Wharton School of the University of Pennsylvania, calls it “A wonderful guidebook on building profitable customer relationships. Whether you’re just getting started or consider yourself an experienced practitioner, this book is invaluable.” Jay Baer, New York Times bestselling author of Youtility says that Converted is “the most useful field guide ever written on how to drive desirable customer behavior online.”
In this talk, Hoyne brings his experience as an analyst and researcher to life, captivating audiences with his stunning expertise on topics such as digital transformation, customer relationships, behavioral science, marketing attribution, product development, machine learning, and many more. He’s been a witness to, and participant in, both billion-dollar successes and instructive failures, using them as tools to build indestructible customer relationships. After earning degrees from Purdue University and UCLA, Hoyne returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania.
- Neil Hoyne - Chief Measurement Strategist, Google
Having started as the 2nd ever product data scientist at Square 8 years ago, Fan contributed to shaping the culture of data science in its early days and scaling the discipline. There were many valuable learnings along the way: We learned that we needed to better articulate what data science at Square meant, how it was different from roles with similar titles elsewhere, and how to hire the right candidates that were motivated and excelled at this dynamic role in the industry. We learned the pros and cons in having centralized, embedded, and distributed data science teams and have tried them all. We learned how to evolve the definition of data science alongside the industry, especially as the technical aspects of the discipline have scaled alongside data tools. We learned which parts of the role can be replaced/augmented with tools, and which skills you just can't replace. In this presentation, Fan will share these lessons and learnings with current (and aspiring) data leaders.
- Fan Zhang - Growth Data Science Lead, Square
Fetch is a consumer engagement platform that creates power connections between brands and users. It's an app shoppers love, delivering results and measurements brands demand. Since the creation of their consumer insights team, they have built out and built upon a breadth of ways to leverage social listening capabilities with Brandwatch to meet business needs. From brand health monitoring and understanding the competitive landscape to observing conversations around user experiences to looking at industry trends and to other innovative applications, Brandwatch and social listening have become an integral part of Fetch’s continued rapid growth to more sophisticated consumer intelligence. Such intelligence is relied upon to guide new product development, inform marketing strategies, and connect with businesses and consumers.
- Amanda Jeppson - Senior Marketing Manager, Research & Insights, Fetch Rewards
Your company is already sold on the value of data and are demanding results, but you have a backlog a mile long. And when you deliver what they want (dashboards and reports), it’s not necessarily what they need. So how do you innovate, improve your team’s skills portfolio, or deal with tech debt? June offers wisdom gleaned from 20 years of analytics; everything from sparking analytical creativity through hackathons, to measuring the volume of insights delivered and motivating senior-level objective alignment. Prioritization, values-based decision making, managing analysts, understanding the dynamics of contract between data teams and the business, the proper shape of your data team, and how to influence without authority – yes, this is the firehose that is a graduate course in analytics success in a nutshell.
- June Dershewitz - Data Strategist, Major Music Streaming and Ecommerce Platform, Seattle, WA
This session focuses on modern requirements on
- how to harness ALL your data and data has to be live
- keeping data secure and governed
- how to be user-friendly to your go-to-market teams
- what you can benefit from a rich ecosystem of tools that make it easy to layer on innovation (like AI, ex: Continual)
- Dave Smith - Senior Director, Solutions, MessageGears
In this panel discussion, we'll cover how much personalization is needed to create a positive experience, how much data the consumer might be willing to share to optimize features, and data ethics of personalization.
- Sunny Zhu - Data Analytics & Operations, Indeed
- Pranav Patil, Independent
- Abbie Ding - Head of Marketing Intelligence, Earner, U4B, and Customer Support, Uber
- Sona Abaryan - Senior Manager & Retail Lead, Ekimetrics
Building machine learning models for customer journey optimization no longer requires complex hand-crafted code written from scratch for every new project. Pecan AI has designed an automated way to construct models that predict customer LTV, churn, and conversion likelihood far more quickly — putting the power of data science directly into the hands of marketing, revenue and operations teams and the data analysts that support them. Pecan’s AutoML Predictive Analytics Platform automatically performs many of the most tedious parts of predictive modeling projects including data cleansing, feature engineering, model building and evaluation (AutoML). This enables marketing and data professionals to capably handle routine ML projects, empowering their teams to make agile, data-driven decisions about acquisition, monetization and retention programs while freeing up the data scientists to focus on more complex, computationally-intense initiatives.
With the speed and reliability of Pecan’s platform, businesses can generate accurate predictions in just a matter of days. Join this session led by Justin Burke, Senior Director of Enterprise Solutions at Pecan AI, to learn more about how Pecan’s AutoML platform offers analyst-accessible AI that’s purpose-built for real business impact.
- Justin Burke - Senior Director of Enterprise Solutions, Pecan AI
Step 1 - Market to Customers.
Step 2 - Prove that marketing worked
Step 3 - Optimize and Repeat.
Sounds so simple and yet here we are collaborating on complex topics on how to reach customers, how to measure marketing and how to apply learnings to improve future activity.
In this interactive workshop, we go back to the foundation and discuss how simplification in each of these three steps can drive the outcomes you want.
- How to identify the customer insights that will be most valuable for your marketing
- How to implement multiple methods of measurement and then bring it back to what matters most
- How to continuously optimize your optimization
- Tania Shershin - Vice President, Growth Marketing, Expedia Group
- Emma Hamilton - Optimization Analyst, Expedia Group
- Discussing CAC to LTV Payback Ratio
- Understanding the good, the bad, and the ugly customers in your universe
- Defining the words, past, present, future, attribution
- Realizing that how you define what you define can lead to predictive revenue
- Paul Jarrett - CEO, Bulu
Today, charitable donors are connecting with non-profits in unprecedented ways. As a result, the organizations that help facilitate giving at all levels need to shift their approach. In the wake of the COVID-19 pandemic, Vanguard Charitable leveraged a user-centric approach to understand how they could best support more than 40,000 donors to respond to the pandemic and its ongoing effects. Active experimentation and data-gathering enabled the organization to respond strategically, creatively, and quickly with a tool called the Non-profit Aid Visualizer, NAVi™, a data-rich platform that enables donors to target their giving where it will make the greatest impact. Through scaling and expanding this test-learn-launch approach, Vanguard Charitable provides its donors and the public with best-in-class tools and resources to help them maximize their charitable giving.
- Vicky Kelberer - Research & Strategy Group Manager, Vanguard Charitable
Join our hero as she battles old, outdated data management practices on the journey to trustworthy marketing data. Will she unlock new superpowers? Only time (and this session) will tell.
- Michael Shearer - Sr. Director Digital Innovation & Strategy, Claravine
Who knew? Few likely gave serious thought to work and life during a pandemic before "COVID" entered our personal and professional lives in March 2020. In this presentation, we will will take a look at learnings (and memes) from the COVID lockdown, including the emergence of:
•new ways of working alone, in teams, with clients, and with research participants;
•the "MarTech" digital business transformation of data handling; and •new consciousness about values and purpose in returning to defining a new normal.
The session allows for group sharing and discussion of an expanding list of learnings to enhance "better data culture" from all angles.
- James Newswanger - Senior Research Manager of the Corporate Social Analytics, IBM
Claravine is a pioneer in Data Integrity for the global enterprise. We empower a proactive approach to marketing measurement by activating data standards across people and technology, bridging the silos that limit speed and decisions. That’s why nearly a quarter of the Fortune 100 use our platform, The Data Standards Cloud, to define, apply, and connect standards across their ecosystem for faster decisions, greater agility, and increased ROI.
In this session, you’ll see the Claravine platform in action and how it:
- Puts your marketing taxonomy to work
- Ensures analysts and data scientists get the data they need from marketing programs w/o having to clean it up
- Builds marketing datasets and reference tables for deeper analysis and insights
- Travis Caldwell - Sr. Sales Engineer, Claravine
Gen Z is the largest generation in American history, comprising almost a quarter of the U.S. population. It is also the most ethnically diverse generation with 48% of Gen Zs being multi-ethnic. Gen Z’s multicultural background contributes to an evolved perception of patriotism, which puts them at odds with traditional connotations of what it means to support one’s country. At the Army Enterprise Marketing Office, market research and data analytics are the key drivers of marketing strategy, optimizations, efficiencies, and ROI. This session will highlight how formative research data revealed challenges and headwinds associated with marketing the Army’s value proposition to its prospect audience (Gen Z).
- Dan Duplessis - Chief, Research and Innovation Branch, U.S. Army
I believe that technology has the power to make us achieve everything we want. It's definitely our superpower. Thanks to AI, all those dreams are more possible and nearer to achieve. But the real impact of AI is when you understand deeply a problem and recognize which technology is the perfect fit to achieve that goal. Acknowledging that without taking into consideration the human side makes AI impossible to achieve. To create an excellent business you need to create the perfect combination between AI and people. That is where you become unstoppable.
- Camila Manera - Chief Data Officer, Librodepases
From setting your pricing strategy in motion to tapping into your customers' real-time sentiments to ensuring that you are one step ahead of your competition, web data is the vital factor to do all this and more - always.
In this demo, Asaf Dekel, Bright Data's North America Director, will take you through the extraordinary offerings and solutions that web data provides. Whether it is comprehensive self-service data sets tailored to your specific needs or automated tools that work for you to collect, structure and deliver the data that's ready to use for any purpose, the web data revolution is at your service; it offers rich and fresh web data points that can address every question, challenge or strategic need you may have.
Join Asaf as he takes you through a journey of enriched and practical data revelations that can make all the difference between winning and winning more.
- Asaf Dekel - Director North America, Bright Data