Marketing professionals and digital analysts of all stripes need a map, a destination and navigation to help you acclimatize to how artificial intelligence is going to impact your world. Jim Sterne has an impressive track record looking over the horizon and telling the rest of us what to expect. He wrote his first book, "World Web Marketing:" in 1995. He wrote "Web Metrics" in 2002, He wrote "Artificial Intelligence for Marketing" in 2017. This time, he explains what to expect - and what to do about it. Lern about today's branding necessities, new tools & new rules, the augmented marketer, staying relevant and tomorrow's ecommerce conundrum.
How do you wrangle 50 SEO analysts who are all over the map? Different countries to be sure, but different skill sets, different constraints, and different levels of experience as well. Nick shares his learnings from five years of herding cats. Getting everybody to adopt Google Cloud, Big Query, and Data Studio in an Adobe shop is half the fun; The other half is building a community of analysts who stand ready to help each other succeed. Nick reveals what works and what to avoid.
You think speed networking is fun? Bring business cards, exciting stories and your authentic self - we'll take it all to the next level! We've devised a process to get you to meet more of the people you really want to meet. You get to know each other quickly and will remember each other forever. We pack all these good relationships in just 45 minutes, so it's worth it to be on time and bring a smile with you - we promise this commitment will be fun and expand your network. You will leave with solid business contacts - immediate and long-term.
After leaving Google in 2008 Brian initially followed the customary consultancy path of helping enterprises achieve digital transformation - based on data of course. His goal was to provide smart insights and strategic advice that would significantly boost a business's performance online. Good idea! However, despite his reputation he was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So he circled back and started systematically auditing Google Analytics setups in order to establish what level the data quality was at. This story brings together some of the extraordinary findings of Brian's work, with results that are somewhat shocking. It also changed his career path...
With a clear look over the Great Wall, Arnold reveals how analytics is a little different in China. China’s landscape is dominated by BATS (Bytedance, Alibaba, Tencent and Sina) which have very comprehensive data sets with multiple touch points from single platform eco-systems. WeChat has the equivalent of PayPal, Facebook, WhatsApp, eBay and more, and provides a gateway to true online/offline attribution from audience segmentation to hyper personalization. But these platforms are not happy to share with marketers or each other. Therefore, Chinese analysts get very innovative. As Western platforms start following the Chinese service design, Western analysts need to become more creative as well. Find out how GDPR will lead to an identity management infrastructure and how China's analysts are already in the forefront.
Want to know how to build predictive models even when you do not have the 'right' type of data? Learn how to uncover opportunities to leverage even simple predictive models such as linear regression, to help understand what the future may look like. Case studies include: Using Polynomial regression to build a conversion rate predictive model from paid marketing activity and Multiple regression to build a simple attribution model for test drive conversions.
Jim Sterne founded this conference in 2002 and the Digital Analytics Association in 2004. He is often referred to as the Godfather of Digital Analytics and is always willing to help those in need of career advice and start-up guidance. Simo is a true font of knowledge about Google Analytics and Google Tag Manager, and is always willing to help those in need of technical advice and common sense. He also plays the ukulele. Jim and Simo team up to answer your questions about life, the universe, and everything.
From the start in 2002, this is the place to discuss and share common problems. These are your people – they understand your situation. Often rated the best part of the Marketing Analytics Summit, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a strong professional network.
Growing a team requires a lot of time, effort, and proper management tools. The pain points are common; inefficient distribution of tasks, no time to teach and coach new employees, seasoned analysts don't have enough time for R&D or skills improvement, no idea how much time a given employee spends at which tasks... the list goes on. Mariia plots out how to improve task estimation, how to ensure that painfully learned lessons are shared with everybody, and how to balance project priorities. In other words, how to turn your analytical skills on yourself.
If someone asked you what first sparked your interest in analytics, you'd probably say something like, "Solving problems using data". Most of us talk about finding insight in numbers, but how often does our work go beyond problems like 'tag this' and 'troubleshoot that', and really translate into solving a tangible, true, big problem for an organisation? Damion explores some of the ways in which we can get analytics closer to the central, beating heart of a business to make sure what we're dedicating time and energy to actually has an impact.
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